I have today a special guest he’s been my mentor, my friend and my brother.
This is the age of 24, 25 years old he’s the one that introduced me to the Nicholson group he’s the one that introduced me to residence and he’s the one that brought me with our pokken company.
This guy means the world to me.
Dr.
John welcome, sir, who Richie Bella.
Thank you so much for that.
Welcome, I hope to live up to those expectations and you, my friend, you look about a hundred pounds less than the last time.
I saw you yes, a little bit away.
I’m happy life is good, you know and everything’s great yeah, I’m so proud of you.
So you know dr.
John I wan na engage with you.
A little bit is Kovac 19, the online business I mean you know, I’m really big with the digital platforms today and first and we look smart, that’s a public company that I’m with we’re big on big data marketing, which worked really good with Google and your product.
I was talking to my partner Clone High he’s a CEO who’s.
Smart I’ll say you know my friend, dr.
John, has his product core coach and everything that was appointment, setting and online, and he has a lot of data.
We got two data warehouses out in Arizona, so I want to talk about this product would really mean in the marketing platform, but not only that today, with Kovac 19, you don’t have something for appointment.
Setting and a software like yours and betray need that you do.
Is amazing, so why don’t you stand with us? The whole Koch call coach and all that information sure thanks rich.
I appreciate that.
Well, let me start this goes way back actually about 20 years, when we were taking a look at how you’d go about training, people on phone skills and the first break that we got after having done it.
The old way was when we realized that there were companies that would record these inbound phone calls, and so we then became more familiar with the big three.
We called him in those days of individuals that were recording his phone calls, and so what we started to do then, was we applied to each of these big three companies and we went to them and said: can we actually have access to the data now? This is interesting, the reason that they recorded the calls was they wanted to figure out whether the marketing was working right.
So you’d put a different toll-free number in different advertising sources, and so, therefore, you would see which one of those phone numbers was making the cash register ring.
That was their pure love for this at the time and then it was to get data, but it wasn’t to really gather the data like what we looked for, which was: how was that person handling that inbound phone call, and so now we had the methodology we Had the toll-free numbers where, when you use that number, it gave you the opportunity to be able to identify how well that call converted from a phone call to a showroom up basically to an appointment to an up.
So that’s how it started rich.
It was really kind of a stroke of luck, because when these companies came along that were recording them back in 1996 is when they thought the federal government gave the the public that they access to be able to record those phone calls, and so, of course, in A most of the states, I think, in over 40 of the states, it’s a two-party just needs to know they’re being recorded, like this call may be recorded for quality purposes, and so anyway, the long story short was when we started getting the data we found out That some of the marketing and advertising companies that were doing a terrific job of getting the phone to ring we’re getting bad raps, because the dealer of the sales manager or the general manager would look at the data and say you know we put a $ 5000 In the advertising source on Saturdays paper – and we didn’t get any increased business, we would start to listen to the phone calls and we realized that they got plenty of increased business.
They just didn’t know how to close that business.
They didn’t know what to say on that telephone call to allow them to know how to be able to convert that phone call to an appointment to a showroom up and then to a sale.
So an answer to your question.
The call coach then came about as we started listing these phone calls.
We did an analysis, it’s kind of a simple concept right.
We listen to calls and from all over the country, hundreds and hundreds and thousands of phone calls and we identified what did the successful call handler do or say or, frankly, not do or say to be increasing the probability that they would have the conversion from a Phone call to a showroom up, which we then realized that you needed to set an appointment.
So call coach, in essence, is one product that allows us to be able to listen to those phone calls, and then we give a lot of feedback very granular feedback on high-level information number one: did you set an appointment and if you set an appointment, what were The steps that you followed in order to do that and what we found Richie was quite it was startling to us that every almost every person that did a few things correctly in the beginning of that phone call were able to convert that individual to an appointment.
A lock in an appointment that would then therefore show up at high ratios and even by high ratios.
Does that make sense? Well, doc, John, a blade you brought up because you know your whole thing right is left brain and right brain.
If so, you have that software right yep have the process, but not only that, then you assess the people.
You know our Brandon Addison did a blog on my site talking about human resource today, right.
Yes, it’s very important and that’s what you are also by the way people don’t realize that you are human resource.
You analyze, assess because you’re you’re a psychologist right.
So if you me yet you do all that first, then, you put the right people in the right place with the software that enhances the process and they are the best process ever like when I, when I was looking at pcs global remember of my younger years.
Yes, globally, right, okay, so I learned from you the V track and you said Richie.
This is perfect for you.
I want to buy that.
I think one day I’ve told my partner’s body okay, so I love it because that’s really relationship, but that only works when you put the right person at the right place and you’re like a whole package.
It’s not just about that and Brandon today runs a very successful dealership, which is Jim Ellis group.
They got an eighteen dealerships and you know brand.
That is very good.
I mean there’s.
Nobody like XO, I swear brand is one of the best out there.
Like yourself, you know I mean, and but the difference is you assess people, because we can replace people let’s face it.
Ceos were only as good as the people under us.
Only the whole thing is about delegation and, if you delegate it to the wrong person and with your system and your process and your software, that’s what you bring to the table share with us that whole assessment process you have and everything which I love.
Thank you very much Richie.
Well, you know we’ve evolved over the years with that information.
I started off.
You know.
As you said, I have my doctorate in psychology and I’ve been a therapist for many years and in the conversion from being a therapist to being a business consultant, we realized that the real quality differences are people.
I don’t care, how beautiful your brick-and-mortar we’ve seen.
People, as you well know, sell plenty of cars new and used and service in places that you wouldn’t necessarily be proud to look at, but the people have the heart power and the skills to be able to take care of you.
So we started to notice the people who were successful in doing certain positions had certain character traits, and so it was like this.
You know and when we go into dealerships, we’d say to a dealer: do you train your people and he goes um? Well, you know some not so much, he says because look he says if we train our people.
He says the turnover was like 144 percent in the front end in the first three years at least the first year.
I said if we train our people, he says, and he says, and they they leave us.
He says, then we basically train to their competitor and we said, look there’s something worse than training your people and they leave is not training them and they stay.
So we believe that it’s important to hire right from the start, you’re.
So right on that statement and I’ll talk about that in a minute how you hire right from the start.
But then you provide that person lifelong training so that they can keep up with what skills they need in order to be successful at their current position and here’s what we know.
So we know, for instance, that certain people are drawn to certain positions naturally and I’ll.
Give you an example, like you talked about the CEOs of company, those of us that run companies as presidents or CEOs or even sometimes the chief strategy officer people there in chief positions, have this certain innate drive that they want to be perfectionistic and they want to Get closure and they want to be as best they can foolproof and making a few mistakes and they’re not afraid to make mistakes, but they’re they’re, quick to recover from them they’re willing to take risks, but they’re calculated risks.
We call this people high red.
We have three dominant floors: red green and gray.
High red strong leaders takes charge of people knows how to be able to say the right things at the right times.
You know they don’t rest easily, they multitask a lot, they want date.
They have a purpose in life and they’re driven for it right.
They may be sitting in front on that pool that looks really inviting, but at the same time they may not go into that pool every day because they’re pretty busy working right.
So what we? What we’ve learned is is that those people, for instance, that are the high red we call it high charge high drivers, high purpose, focus they’re.
The leaders they’re the people who are extremely good in taking those calculated risks and they’re willing to take it at the CEO level at the sales manager level at the BDC or you know, kind of our emcee level manager.
Now we have other people, for instance the higher the green.
We call it we assess these green is care, compassion, sensitivity, they love loving.
They care about people they’ve care about animals.
They have pets right, they’re, gentler, they’re, softer, they’re, easier, spoken, they’re, not as much driven by leadership, but by relationships and connections, and so what we now know is those green hi.
Green people are terrific, for instance, on a phone call or on an internet lead right.
They’re, like hi, how you doing today, nice to see you there’s not a there’s, not a great salesman, that’s alive that looks forward to having phone calls with people if they’re not selling right there right, it’s not an easy tool to be able to move to conquer I’ll get back to that one also in a minute.
But the point is when we started looking at the higher the green in the person, whether we measure care, compassion, sensitivity, the more that that person wants to affiliate with people and the better, they are at being able to communicate with people by phone, internet or face-to-face And so they start to build these relationships and that’s the relationship that we know today is what sells I mean the relationship today is the answer to your point earlier.
It’s like you know in this digital world.
It’s who you know it’s, how you go about communicating that right and then there’s a third component by the way we call grey grey, is quiet, introspective, reflective, calm, imaginative, creative, and these are individuals that prefer to be kind of alone or by themselves right.
They make the world’s best team net technicians right, they’re, the best specialists on doing things like any technical kinds of activity, they’re, not the front guy or gal that likes to get people they’re, not like you or I are Grey’s last in our in our hierarchy.
Right right, so what point is is back at your questions and so what we found was, if you wanted to be a manager in a company, a manager in a department.
What that person would do, we would identify in advance those that read traits and then we would help them to to hone that and to be more more successful using that, but the people that they typically managed our greens right caring, compassionate sensitive.
So they have to manage them differently.
I give you a quick example Richey.
I was called by a company from as a worldwide company this last year.
I was called by this company and said that they’re their US presidents, their president, their president, CEO, was a terrific.
He was a terrific leader except they’ve, gotten some complaints about him being angry, slamming his fists on the table and swearing Wow.
I said, let me guess I said, he’s extremely successful and he’s probably brought you a higher return on your investment, and you expect it and you’re gon na keep him and she laughed.
She was the HR person for their worldwide company.
She said she lectures.
Yes, we do, and I said well he’s – got a red personality, it’s just what does that mean, so I explained it to her and to the tea.
She says.
That’s right, I said said because he’s hard-charging he’s driving he’s got this red impulse to push.
However, I said the people that are complaining are gon na, be green, they’re gon na be sensitive and caring, and they find that it’s hard, then, for them to be able to work with someone, that’s pounding the table and yelling, and he doesn’t mean it personally.
He was frustrated long story short.
We worked with this company help temper his his temper, a proced ember, and we helped his people to understand him that that’s the way he got things done, and so we could emerge those two cultures of hard-hitting and sensitivity to help them to grow.
So back to the art of’mobile world.
What we now know at Ricci is that the people who are most successful in running a company have high read like about a 90 percent read and maybe a 10 % green or 10 % grade right people that are the best salespeople.
They have a high read, but they also have a high green rate.
They have to share people, they have to care about people, they have to show their emotions, so the red leader has to be able to lead red-green combinations of people and then the technicians, the people are the world’s best at being technically skilled.
We have to be careful to make sure that they have enough alone time, their own private world that they work in.
So we now hire right from the start in our opinion, and then we train so you’re right.
We do that and that’s one of the things that we’ve learned a lot.
00:14:14
You can you it’s not fair, to judge a fish by its inability to fly right.
It’s not fair, because that fish will never fly, but it’s a great fish.
So if we can find the right people for the right positions, the right people for the bus in the right positions, you have a wonderful culture and it’s much simpler for that company to be successful.
I use your your process that you showed me at Polk, whatever young right, yes, yeah all right, anilines assess and prescribe, but richie you got ta be able to do that.
Medially.
If you don’t, they have the hand on you and that’s what really you bring to the table and I’ve used that process throughout my entire life right after you showed me that process I mean got ta tell we were really put through the mills with you.
You were my boss and you were a hammer, but you showed me, and today I look back at all the stuff.
I learned from you dr.
jongmin our check, and you know what that has helped me not just in the business.
It has helped me through life.
It helped me overcome the obstacles.
I’ve dealt with life because that’s the process that should be in training today, because that’s what I’ve learned that I everybody knows out there.
That’s watching me down people walk me all the time.
I’ve had a rough rough time, but you know what and it’s gon na probably get a rougher, because that’s who I am right, it’s only gon na get rougher because that’s just who I am it’s not gon na get easier.
I’m used to living on the edge and I I’m adapted to it, but with you or you showed me made me realize and I got more mature and that you helped me throughout my life, my not just my career by life and that’s the training.
I want to talk about today because I go in and out of dealerships all the time.
I talk to these corporate trainers, whether it’s Penske Sonic branding all the time and here’s a problem they know, but they got a younger crowd today.
That’s different that are digital and the people.
People are not there as much as they used to be so what’s a whole different process, but with where you bring to the table is knowing that person is good at this.
So why not quartum here and move this person here just the other day before Kovac 19 top salesman is delivering 40 cars.
The owner makes him a general manager.
The guy hits the wall.
Why? Because he’s used to caring about himself he’s used to care about anybody else.
He sneaks everybody’s deals that that’s that guy to put in that position and today is so important what you weren’t to the table that it’s got ta be out there.
It’s kind of people got ta know about it.
You were a speaker any da, how many times twelve twelve times at digital dealer.
How many times I think ten telling you Aikido.
I mean it’s amazing what you’ve done and what you’ve done for guys like me, not to mention other names like Michael stole and all these guys will you you’ve been like you’ve been honest, you know at a younger stage and that’s why we are where we are.
You know, and let me tell you something: you have a great platform for training for assessing and finding solutions, because it’s about you have the wrong person, it’s okay, that person might be talented somewhere else, don’t let him go the cost of hiring somebody and the cost Of training somebody sub sir and then recruitment and all these deals are indeed there.
Indeed right now, I have a veteran platform that we do.
Our e-learning right now is shut down because of Kovac.
Ninety, you better have a place to train them, but let me tell you something: these vets are special because when you do it right, you’ll land them somewhere and they growth right, okay and they grow in place, which is black right.
I love that statement.
I love.
I agree with you a hundred percent.
I love the training they have.
I want to give back to them, I’m so thankful for what they’ve done to serve our country and they are loyal once they find a home right there ready to root in well.
He’s a big wood vet when you trend in that and you put them in the automotive work phase – that’s sell to vets, it’s a broad! So now, not only not only is he going to stay with you and they’re used to training, that’s what their infrastructures.
I learned that going back and forth till Arizona.
Two years ago I learned from them.
They only communicate with the Brotherhood.
So when you put a vet in dealership is gon na get referrals and your average cars that your cell is gon na drop.
Instead of four hundred you’re gon na be at a hundred eighty because he’s in the VA he brings people in you got ta understand it’s really big process and a lot of dealers.
Don’t even understand that Penske, BMW in Arizona has a department with us five or six veterans that sell cars.
Oh man, I didn’t know that.
That’s terrific way great way to do it because that giving back to Mex and they are bringing in their own.
Yes, illah ships across the country are not using this towards their advantage and helping the vet putting them in the work force.
Interesting Richie! Isn’t that interesting what a nice, what a really nice way to take care of the folks that take care of us right? What a win-win! That is: we’re seeing that today too, with a lot of folks in the covert virus situation right where people are wanting to give back and we’re lucky and a lot of people are showing lots of love in that way.
But you know what we refer to.
That is that’s that green part of us right.
Each of us have those three parts in us: the red, green and gray, and it was like that Hemisphere stuff, like we know that the right hemisphere, for instance, is different than the left hemisphere right.
The right hemisphere is like big-picture the ideas, kind of person, they’re very flexible.
There they’re valuing timing.
They like change right.
They prefer a variable pace, whereas people on the left side, they’re, more thorough and detailed and they’re more consistent with their orientation and they’re more stable and unbel.
So each of those two, for instance, like the difference between red and green.
Each of those two are really important, but you know the they say it.
I think this is the most important statements like the two most important days of your life are the day that you’re born and the second one is, when you figure out, why you know, and when you’re at your.
Why, like your were your purpose, it’s like this climb & senic work, where you really figure out what your purpose in life is.
Everything else falls in place, whether it’s money and love and friendships, and all that everything falls in place like, for example, he used to that we did right being like partners did that in Arizona we had a building so we’ll Institute what happens with that process.
Okay, it’s totally complimentary to the vets no charge for trading the dealership hires them they pay off after three months.
Okay, so they perform okay.
Now they have the veteran work force.
Let me tell you veteran marketing and veteran audience is very big in a lot of different industries.
All right.
Take a little company like you know, JetBlue that six-feet know it’s got 60 % of vets, yeah Wow, big companies like family.
Take companies like Home Depot.
They have a vet problem.
The automotive industry is missing that well, I’m surprised that nobody has figured it out, because let me tell you two and a half years ago: that’s what we build the Institute.
You know, because it’s a very, very important thing really good points.
You see, I look at that when you say that I think that’s what I call really good niche marketing, but it’s also niche employee.
Now, if I can take it to the next level, we look at the world in terms of people in terms of personality or behavioral styles, so, in other words, it’s vet would be a slice of that lovely right.
Another slice, though, again think about this: from a red, green and gray perspective of the from the US population that we’ve surveyed we’ve got about a little over a half million people.
We have.
We know that that sixty percent six out of ten people in America lead with this green sensitivity, caring sharing so think of it.
It’s like they put on this lens and they see things through this green lens, which are feelings, sensitivity care.
So when they come into a car dealership, their purpose is to not find the fastest or the sexiest looking car.
Theirs is to find something that’s comfortable, safe and reliable.
They want to make sure that their children in the car are very safe.
They want to make sure that it’s reliable that starts for them, because they’re usually not highly mechanical right.
It’s not like they live for mechanical.
They live for function and communicating with other people.
So again, if we’re gon na communicate with people, we want to communicate with them in the style and with the language they understand.
So it’s care.
It’s sensitivity, it’s by the way.
It’s not asking questions either.
So when you do qualifying it’s not about asking questions, it’s gathering information from beginning encouraging them to talk versus you and I hire red 25 % North American population.
We lead with questions.
We want facts, we want details.
We wouldn’t understand that the way the thing works.
I want to understand that you know I wanted to understand how the brakes are functioning.
I want to see how the what gas mileage is, I get I mean, or the electric electric or hybrid.
I want to understand those details right grays, however, they rarely buy new, they almost always buy used and they buy for function.
They don’t care about, looks and that’s 15 percent of the North American population.
So my point is what we started to do and let me tell you what we did it, but can I speak of a dealership.
I worked at for a while.
Actually, when I was doing some early work at Jerome Duncan Ford in Sterling Heights, Michigan that’s before they were purchased by suburban group, which is a wonderful wonderful, big group drug Duncan Ford.
We were selling 108, they were selling 180 cars a month.
We were there for years.
We started to do assessments and training there, individuals that were in management roles and then we trained.
Then there were 180 cars they had underneath to employees kind of interesting, but we trained all of their employees in this common language that we’re talking about today, then we ended up teaching them how to assess those individuals when they came in on the showroom now think About how interesting this is right, we ended up having all these 23 salesmen that were on the showroom to begin with.
We took them off the showroom by the way, when I say took them, we talked with them.
We we fostered this for them to understand that we were gon na match them up with individuals, so it wasn’t like they were losing something they were gaining something we said.
If it doesn’t work, you can come back, but instead of having like the vulture feeling like when you come into a showroom that summers gon na jump on you, you want to be greeted.
You want to be greeted in a polite manner, but you want to be greeted in a way that gives you the freedom of what you want.
So, for instance, when the person came in and they were assessed as red, hard-charging, confident you know fact finding information gathering.
We would undress usually very professionally right.
We would say that first would welcome to Jerome Duncan Ford.
If you have any questions, will you please ask but will allow you to be able to Roz our showroom or look at the kiosks? Take your time and oh by the way, here’s some some drinks over here.
They like coffee, here’s, your coffee, here’s, your tea, here’s some! You know munchies and so forth.
They would love that because now they don’t feel like they’re being like high pressure.
We give them what we asked them a question: if you haven’t hit pletely, please ask to let them alone, and then we would give them a brochure, and the brochure in this case would be colored red same content that the green or gray gets.
But this was red so now that anybody that walks up this person, they read this whole brochure.
Now we know to ask this person questions.
We know this person is probably very critical thinking and their their analytic and swim.
So then we would go on the showroom off the showroom in contact, one of the salespeople who best matched with the personality or that behavioral style about an individual customer or prospect Richie and then and when the person was reading, we would have him come out and Him or her come out, they introduced themselves very polite manner.
We did.
We did have a couple of tables they’re.
Equally, equally yoked, there was not like a power position so that anyone that came in the customer would have the same power as the desk.
As the conceals for sales consultant and then they would sit down talking about the cars and trucks and they would do their demo right.
But we were finding that if we know pressure them gave them this brochure about the dealership, but gave them the permission to be able to have freedom to look around.
They were much more likely to buy oh by the way.
At that time I mean first time in which was interesting right.
They weren’t be backs, they were buying that which was fascinating on the other side.
We’d have a green, commit really shy.
Gentle caring, not shy from a standpoint of of people shy because there wouldn’t be polite.
They come in hi.
You know and may look around yes, that individual.
We would not ask questions up, but what we instance says we would take them right.
White walk them over to where the the tea was or hot chocolate or whatever was because they wouldn’t want nurtured right.
They’re, green they’re carrying their people are in and we nurture them we’d gavel a little bit.
We would show them our wall of fame right.
Had a beautiful wall of fame and had all kinds of beautiful memorabilia is there in awards and stuff, and then we would basically walk with that person.
We would then have a sales consultant come out because we already could we already told them.
We had a green big sales consultant came out, who was naturally green paired that person up and then they would walk to the showroom.
They’d walk the back law, they look at the kiosk and so for my point is we started matching those and our sales went from 180 a month when I left, as my witness 700 a month from 180 to 700, and what I’m most proud of Richie is Today, that same dealership is now at 900 a month we weren’t in the top 100, when we left, we were in the top five with Ford Motor Company.
So we did that with common sense, communication skills and then to your earlier point.
We then would hire try to very much higher right from the start, people that fit that kind of mold.
If you will, we had one gentleman there.
His name was Joe.
He was selling 40 some cars himself.
When I went back there last year, he was selling over 70 himself Wow, but what was interesting Richie in the early days, Joe, is a tough guy, the guy he was.
I love this guy, but he was tough.
My dear a he would have two or three people out on demo rides on their own right.
So that’s probably not a good thing.
We ended up, hiring him wet and sweaty.
We hired him an assistant and said: look, you have everybody that takes a demo ride.
You have your assistant, go with him and you have your assistant fill in the paperwork, and you might like this because this guy was a little.
He was learning disabled.
He was extremely bright, but writing wasn’t his skill set reading? Wasn’t his skill set, but he was a people guy, as you like me, all right, get that so then II way long story short he balked at first.
It didn’t like the idea of us having someone that was gon na be there, but we said we’ll pay for it.
We’ll pay for him for 90 days, and we did I said, but if it works out after 90 days, then you pay for it.
So when I went back, I was telling him: not only did he went from selling 40 cars to over seven, I think 72 or 73 a month.
He now has two assistants and he pays for him out of his own income and he makes more money than some dealerships, because, oh my god in that kind of interesting, though it’s a great story because no the guy, I’m so glad you brought that up because That’s the thing I want to touch on yeah: it’s not the software, but it’s not just about the software.
There’s plenty of companies have the software.
What about the Jones company is you’ve got the software.
You got the process, but you know psychology.
You got that knowledge of human behavior character and personality that matches it into the software and into the process.
So your cost of hiring somebody mr.
dealer is gon na drop.
Your retention is gon na increase your referrals under the increase.
So why wouldn’t you dial the phone right now and call dr.
John okay, because it’s the whole package, when I looked in my young B, is I was four years old? What if I, when I met you twice old cars, always odd cause like this? Yes, yes, the question, but I never worried about the question I worried about the consumers answer because the answer is the want and need it’s not about questions.
The question don’t mean anything.
The question is just our three.
It means nothing right now right.
What it really means is how they answer that, what their reaction is to answer that and how they address, what you’re asking them? That’s the deal, yeah, that’s really anything! You got that figured out.
You can ask me for all kinds of questions on the phone and all this it don’t matter and the problem with the phone is you can’t see people, but it’s you read into what you’re asking them and they answer you’re able to pinpoint it so good yeah.
You really you’re a wonderful student.
I love listening to you repeat some of these things and teach me.
Let me, let me add a couple things about the phone if I may, because what we learned about the phone has been that it’s significantly different skill set than a face-to-face communication right when you communicate face-to-face, you have what we call five behavioral cues.
You have words tones gestures, postures and facial expressions.
It words tones gestures, postures, facial expressions when you’re face to face when you’re on a phone call.
You have words and tongues when you’re on an email or text message.
You have words now yeah, you have capital letters and you have some emojis.
By the way I send an email or a text message to my youngest son.
It turned out to be all in caps and he says why are you mad at me? I was, and I just was stupid and didn’t realize that you had to be careful about that.
But anyway, so what happens is when you’re on the phone you as a natural-born salesperson as a mat right, you’re curious and you notice, whether they’re wearing the wedding ring.
You notice the shoes and, if they’re polish I’ll, present themself right but on the fun one you’ve got words and tones, and so what we start to do is we start to teach people that the words now become extremely important on the phone, no different than the Words are real: all you have on an email or text.
So what we start to learn is that those words become extremely important, so not only what they say.
I totally agree with what you’ve said right you, you listen for what they say, but we also, I believe we invite people sometimes correctly and sometimes incorrectly.
Let me give you an example.
So in an inbound phone call, here’s what we’ve learned this is what the best of the best do.
Yeah.
Thank you for calling and oh by the way.
If they’ve been on hold for longer than 30 seconds, if it goes into a receptionist, you should say thank you for holding it’s a polite way to say I’m sorry for you being on online right a long time, but they thank you for calling and by the Way they call the receptionist, they know this is a Minar chick motors.
How may I help you sales? My pleasure put me on will bring me.
I say thank you for holding this is doc.
How may I help you know it sounds little, but let me add how important that question is right, because first off you should slow down when you take that first initial call right.
Thank you for holding this is doc.
How may I help you? It’s three distinct paragraphs and I do not want you to hurry through it.
I want you to take your time.
I want that person to feel like they’re the most important person right, the woman right right, but the point is: is that who’s in control of an inbound phone call to begin with right? It’s the customer or the prospect because they called you right.
You do subtly when you say thank you for holding this is doc, and then you ask a question: how may I help you now that puts me in control of the phone call, because I’ve subtly taken control by asking that question very simple and subtle, and what Happens next will determine highly likely.
We’ve got some data on this highly likely, whether that person’s going to come in for an appointment, which is by the way when the person says.
How may I help you and they go.
Oh yeah, I’m calling it on that 2912.
Camera you got advertised in the paper.
Can I can I see that I do you still have it.
I mean right so get this.
Do you still have it the question now they treat earned it so now they’re in control of that right.
Do you still have it here’s what we know, Richie 87 % we wotz a date on this 87 percent of the people that called in an a car, buy a different car right, yeah right.
So it’s like yeah! So here’s the problem.
If I’ve got the car, I’m really in worse shape than if I don’t have it, because if I’ve got the car, what’s the typical salesperson, gon na say sure, I’ve got it right as opposed to starting to qualify the person and starting to qualify them in ways That helps to solidify that they together are going to need to work on getting that person in to see these cars or car.
So back to the point, so can I help you? Yes, I’m calling it on that 22.
2012.
Camera, do you still have or 20 20 20 camera? I don’t know.
Let me check on it is the response right and then it’s like this and oh by the way.
What is it about that camera? I’m taking control again? What is it about that Camry? That caught your attention, do you like it because it only had one owner? Do you like it, because it’s Ford or do you like it, because it’s a v6, do you like it because it has a sunroof and that’s when you start to really get the information? Because your qualifying now about what it was about that vehicle that made, that person pick up the phone and call you there is a huge transformation.
Then, and whether or not that likely.
That person is likely now to be able to get an appointment and and whether that person’s going to come in from just that very first 35 45 seconds of that call.
You know unless we have something so the phone detects right and walking.
Let’s talk about the text, let me give you what my thought is about the text.
My thought about police is when you’re receiving the text.
It’s your perception of what they’re asking you got to be very careful with that right because you ring it now.
It’s wait.
A minute: what are they really trying to say right now? You’ve got to understand, because we know that your perception is reality.
Whatever up somebody perceives is reality, so a text is very careful always be with the text.
In a happy note, in a positive note, send out something happy right, be you address it because that’s another thing that’s coming to play now.
Okay, I see all these guys were texting and texting and social media the other day, six months ago I went to a dealership.
I said you know Richie.
This leads this data.
So really, let me see the marketplace had to dealership at a hundred leads and nobody followed it up.
Okay, hello! I mean I mean, could you imagine okay? So let me tell you because why? Because when dick, they don’t even know how to answer it so everybody’s thinking, how should I answer it? What should i do before you know? Something else happens and they forget out of sight out of mind, there’s a big problem in our industry when the marketplace is getting so much traffic on facebook and it’s all message – and there is no training – I haven’t seen a trainer yet yet to listening – have a Training course about how to answer question: how to work or tax nobody.
Everybody knows the phones, yeah, that’s right, but no sales process, but find me a guy and let me sit down with him to talk about sending messages and converting those messages into at least a phone call.
At least there’s an opportunity there that new tech and it’s gon na be more warm but no question.
It’s gon na just grow and grow and grow.
It’s the future.
I’d be grow and I’m observing that I’m watching remember what you put me at poker.
He said rich is observing, watch right and Steven Polk was yeah.
He’s observing.
Remember that I’m not listening, I’m just I have a dyslexic and I have epilepsy, as you know, and I I just observe so I watch and I see I said – oh my god, what’s going on here, there is no trainer in though in any place that’s teaching People how to get leads – and this is lead management – this lead generation, a major problem, all its facts.
When you go on a website nobody’s trained to okay.
How do I answer? How do I put a call of in there to convert it? Okay, you’re on? I have a chat service that we build look smart and myself in India, that is artificial intelligence.
Okay, it’ll be up on shop smart, making an announcement.
I already shared it on a video.
What it does I’m gon na sent you the whole thing: what it does? It’s using automation and artificial intelligence.
We developed this two years ago and now is when it’s ready to go to the market.
We’ve done AV testing.
Okay, this is T importing, listen use any.
I use artificial intelligence.
Mr.
dealer come up with something we’ve been seeing.
This being a bit evolution going on and on and on go to stores with certain sales people that we have on the field looks more clickable and myself getting me information about this.
We don’t have a solution for this, and this is about ready to blow up the market.
Plate is going off the deep end.
It’s gon na go great share with us.
What your thoughts are on this sure.
Thank you, I’m so proud to hear.
You say that I I i spoke at nad a five years ago, six years ago now on artificial intelligence, and we actually gave some examples of it.
It was certainly ahead of its time and pharmacies have really capitalized on it.
Some have, but our industry is like about two, and I think you just you just hit the nail on the head with that for sure.
Let me give you an example.
Let’s talk about seven words, I didn’t tell John you were stupid.
Just I didn’t tell John, you were stupid, seven words now let me read them each with the emphasis on a different word right.
I didn’t tell John you were stupid, but my wife did right.
I didn’t tell John you were stupid, but I’m gon na.
I didn’t tell John you were stupid, no, I put it in an email right.
I didn’t tell John you were stupid.
I told the entire department or I didn’t tell John you worse stupid.
You still are.
I didn’t tell John you were stupid.
I told him you were a moron right, so how you read those words are the filters by how you see them.
So I, if I’m having a bad day – and you send me a text message and I get hooked by that bad day – I’m likely to respond in an inappropriate way right, right or our wife says something.
Trust me right right.
So the really important thing about words are: is they’re, always always open to interpretation.
So if I said to you, you know hey after this, let’s go get lunch and you go okay and then all of a sudden we hang up and, and we go get lunch.
It’s like wait.
We can’t go out and get lunch there.
The restaurants are closed right.
So, in other words, it’s like we have to learn to interpret or if I said to somebody I have a meeting.
Well, it’s a meeting online or it’s a video or it’s a it’s an audio right.
So my point is you’re, so accurate with that texting.
So here’s what we see we see that texting by the way is the most efficient way you fish it.
Now.
It’s not necessarily most effective, but it’s the most efficient way to send out to a person got this before.
We call them right think about this.
Even today, we often text people because it’s the polite thing to do, and we expect that the person that takes the text in ricci are gon na respond to it relatively quickly.
Right I mean in theory I’m not sure what the numbers are, but I don’t have hard data on this, but I have a hunch that I think people expect a text to be answered within less than a minute yeah you last because that’s why they attack see You right exactly exactly well the taxi you it’s less, they want a quick response.
Man, nobody text, is you and they don’t use your whatsapp or they don’t use your email.
You better make sure you’re replying quickly right, hey, that’s what they want.
They response remember remember.
In the old days when we used to get the leads across the fax machine, the fax machine will just dump em right into the wastebasket right right right, correct, so everybody taxes you you better answer, then I better it using your Facebook, then using any other channel.
There’s just that many, you know how I follow up I’ll, follow you up on every platform wall to say time right what I do, but I want a quick response amen to that.
That’s my ruddy Ricci! So so the point is so.
The texting now becomes sort of like a.
I call a knock of the door right sort of a simple knot at your door right there at the door right there at the door there at your dealership door, knocking right and they’re trying to let you know I’m important I want to just see.
I just want to see how important you think I am so my opinion.
That’s really the gateway to entry.
Now is that is the text, and then once you pass that and I’ll come back to the second, once you pass that test, then you’ve earned the right to the next level of intimacy right and that would be a might be a phone call and a phone Call here’s what I love about this right when the one of the things I love about technology is the fact that it’s always changing, and so we now offer a click to call service right and here’s.
Why? So if I’m on a I’m on and let’s sit on somebody’s website and I’m looking at a vehicle or ten, each of those vehicles get paired so that when you, when you click on that vehicle, if you want information, what’s cool about that, now is it’ll.
Actually, you fill in information that says John alright Minar check here’s my cell phone number and here’s my email address.
If I’m online, the typical person’s brain thinks that the person is going to respond to me online logical.
So if I’m on there I’m looking at a you know twenty twenty Cavalier, whatever I’m looking up, I’ve submitted here’s what’s interesting.
What we found is, if I can get back with that prospect in less than a minute now it sounds absurd, but listen to this.
If I can get back with that prospect in less than a minute they’re still probably on my webpage or my website right or not on somebody else’s right, they’re, probably still on in the looking you’re, not going, you know right right exactly so.
Here’s what’s cool about this, though the click the car software says they submit it and it goes into a it goes into an electronic lead, but it’s also, you know digital but what’s cool.
Is it now rings one to a hundred people? You can pick how many ever it rings their cell phone or their landline, and it says there is a lead on your website looking at that Camry and if you, if you you pick that up, if you are the first, you win that the person will ring That person cellphone or that phone they’re mine and so I’m on the phone.
Now it’s ringing, I’m looking on the sales consultant and it rings, and you pick up, you go hello and I go hello.
Is this Ricci Bella think of this Ricci? This is.
I love.
This right is this Ricci Bella and now I’m gon na know your name is right.
There you go yeah who’s.
This right, that’s good! Oh! By the way, this is dr.
John.
You submitted the lead.
You had some interest in this Camry and this wanted to check out, if that’s the only be it you’re looking for or as could, I help you with something else, and the person goes wow that was fast now you get him to talk about something else right.
It’s perfect right, nice poop, you just broke the ice.
You broke the ice, that’s exactly right and you’re breaking the ice with somebody that has the knowledge about the vehicle.
It’s not and by the way I like bbc’s, but I love this concept.
If you’re talking to a sales consultant that has submitted that lead to that sells, consult and you can talk about that vehicle or vehicles or your inventory, you hit a homerun and always remember this one Ricci.
I know you know this.
You taught me this remember: with 87 % of the people not buying the car, they call in on the advantage that we have from a dealership perspective than from a one-off right.
If you call me if I’ve got, my I’ve got my Traverse out in the yard.
For sale and you stand, you call me, and you say I’m calling about your traverse – guess what I’m gon na talk about the Traverse right, I’m not talking about your needs! I’m talking about my car watching me! What’s in it, I’m talking about you want my car right, so I’m talking about my car as opposed if I’m the dealership and I got a hundred or two hundred five hundred units there.
I can see anything.
Oh sure, you called another trip on that tourist.
What is it about that Traverse that caught your attention? Because I got a hundred more like that now you are so much a head and shoulders above big, one-off guy.
That’s got one down the street one owner yet, but you’ve got to buy my triggers because that’s all I got right so point.
Is you start looking at your leverage points and you identify in this case that you now have the ability to have this person who’s contacted you about this Traverse? Now I can say: well, listen! Um! Now, are you interested in Traverse? It’s got that Tony package, or are you interested in for kids or how is it you’re playing and using us and you qualify for the fun right and then they go well.
I got two kids, but I got a pool a little motor home.
It’s a little motor a little on motor, a little camper and we go fishing a lot.
Oh ok, now you’re thinking, then the Traverse is more because he could pool five thousand pounds.
Or would you like something? That’s maybe a bit smaller.
How big is your trailer? So now I start to qualify that person I get to know where they go fishing.
I learned some good fishing holes by the way and then I get a chance to be able to help that person become an a very enthusiastic buyer because I’m caring about them not about selling my trap.
My car make sense.
Absolutely you don’t got to yeah.
I want a bunch of substance to when we were with the Nicholson group right.
You remember that I loved it man.
Oh it’s sad.
Is it easier to sell a friend or restate a stranger? So the answer is yeah.
It’s easy to sell a friend, okay.
So today, with all this information and everything, is it easier to sell somebody you’ve mentored? So why not mentor all your prospects by educating them right? Absolutely so now that’s a whole different process.
That’s one of the trainings that I have right yeah, and I do that.
I teach knowledge selling because knowledge selling, I’m mentoring, you, so it’s easier to sell you anything because now I have the knowledge I’m meant to use as well.
Now I just sold right that sell.
That’s right, that’s correct, but something you are one of the best with every employee counts.
You of course about that.
It ain’t use it in major industries in other industries.
The automotive industry night see dealers spending twenty five hundred three thousand dollars on an average a month.
Big order groups on indeed so I say to myself: you know, there’s a product out there, that’s called every employee counts.
Dr. John showed me that right and you want the best out of major companies like Polk used to have that with you.
You know Nicholson, Group, Reynolds and Reynolds, that’s what you did in the bigger enterprise organizations and today they use that.
Now I want to talk to you about that, because that’s something that’s needed in our industry instead of running and indeed ad 3500, then laying out 15 grand for training now you’re up to fifteen thirty five hundred, why not gather all your toys and every employee counts? Share with us that process sure I’m you have such a good memory, I’m so impressed with that Richie.
Thank you for recalling that every employee counts basically says this.
If I’m gon na think about somebody else, we know human nature thinks about me first.
00:51:45
So it’s like.
We always are in self-preservation mode and for me to be comfortable, and Who I am is a requirement for then me to be comfortable with you.
So, in other words, it’s about me first, but get this it’s about.
Every employee counts.
So it’s like what we do is we work on giving people their behavioral styles or personality types, and then we practice with that.
We have them, learn about themselves themselves.
First and then you learn about your small work group and then you’re prepared to be able to communicate with those that you’re strangers so to speak.
We know that this this world is about relationships.
I mean relationships matter, it’s what it’s, what it’s? What makes life worthwhile? You know I don’t want to be on my deathbed and say I wish I nobody around me and say I wish you had to work one more day in the office right.
I want a loved one or my loved ones around me or my family.
If I’m going off to heaven or if I’m in a situation where I want to be, you know, cake taken care of so every employee counts says this.
If I can make my employees, if I can make them the best people, they are then by accident.
They’re gon na be the best employees, and we know that the best employees are much better able to make relationships with strangers, to bring them into their value of proposition and to be able to help them to get what they need the most right taken care of.
I remember Maggie mentioned Nicholson.
One of my lifelong hero – Steve, is right now in heaven, but I remember Steve came to me one day and he said um I’d like that.
I have today a special guest he’s been my mentor, my friend and my brother.
This is the age of 24, 25 years old he’s the one that introduced me to the Nicholson group he’s the one that introduced me to residence and he’s the one that brought me with our pokken company.
This guy means the world to me.
Dr.
John welcome, sir, who Richie Bella.
Thank you so much for that.
Welcome, I hope to live up to those expectations and you, my friend, you look about a hundred pounds less than the last time.
I saw you yes, a little bit away.
I’m happy life is good, you know and everything’s great yeah, I’m so proud of you.
So you know dr.
John I wan na engage with you.
A little bit is Kovac 19, the online business I mean you know, I’m really big with the digital platforms today and first and we look smart, that’s a public company that I’m with we’re big on big data marketing, which worked really good with Google and your product.
I was talking to my partner Clone High he’s a CEO who’s.
Smart I’ll say you know my friend, dr.
John, has his product core coach and everything that was appointment, setting and online, and he has a lot of data.
We got two data warehouses out in Arizona, so I want to talk about this product would really mean in the marketing platform, but not only that today, with Kovac 19, you don’t have something for appointment.
Setting and a software like yours and betray need that you do.
Is amazing, so why don’t you stand with us? The whole Koch call coach and all that information sure thanks rich.
I appreciate that.
Well, let me start this goes way back actually about 20 years, when we were taking a look at how you’d go about training, people on phone skills and the first break that we got after having done it.
The old way was when we realized that there were companies that would record these inbound phone calls, and so we then became more familiar with the big three.
We called him in those days of individuals that were recording his phone calls, and so what we started to do then, was we applied to each of these big three companies and we went to them and said: can we actually have access to the data now? This is interesting, the reason that they recorded the calls was they wanted to figure out whether the marketing was working right.
So you’d put a different toll-free number in different advertising sources, and so, therefore, you would see which one of those phone numbers was making the cash register ring.
That was their pure love for this at the time and then it was to get data, but it wasn’t to really gather the data like what we looked for, which was: how was that person handling that inbound phone call, and so now we had the methodology we Had the toll-free numbers where, when you use that number, it gave you the opportunity to be able to identify how well that call converted from a phone call to a showroom up basically to an appointment to an up.
So that’s how it started rich.
It was really kind of a stroke of luck, because when these companies came along that were recording them back in 1996 is when they thought the federal government gave the the public that they access to be able to record those phone calls, and so, of course, in A most of the states, I think, in over 40 of the states, it’s a two-party just needs to know they’re being recorded, like this call may be recorded for quality purposes, and so anyway, the long story short was when we started getting the data we found out That some of the marketing and advertising companies that were doing a terrific job of getting the phone to ring we’re getting bad raps, because the dealer of the sales manager or the general manager would look at the data and say you know we put a $ 5000 In the advertising source on Saturdays paper – and we didn’t get any increased business, we would start to listen to the phone calls and we realized that they got plenty of increased business.
They just didn’t know how to close that business.
They didn’t know what to say on that telephone call to allow them to know how to be able to convert that phone call to an appointment to a showroom up and then to a sale.
So an answer to your question.
The call coach then came about as we started listing these phone calls.
We did an analysis, it’s kind of a simple concept right.
We listen to calls and from all over the country, hundreds and hundreds and thousands of phone calls and we identified what did the successful call handler do or say or, frankly, not do or say to be increasing the probability that they would have the conversion from a Phone call to a showroom up, which we then realized that you needed to set an appointment.
So call coach, in essence, is one product that allows us to be able to listen to those phone calls, and then we give a lot of feedback very granular feedback on high-level information number one: did you set an appointment and if you set an appointment, what were The steps that you followed in order to do that and what we found Richie was quite it was startling to us that every almost every person that did a few things correctly in the beginning of that phone call were able to convert that individual to an appointment.
A lock in an appointment that would then therefore show up at high ratios and even by high ratios.
Does that make sense? Well, doc, John, a blade you brought up because you know your whole thing right is left brain and right brain.
If so, you have that software right yep have the process, but not only that, then you assess the people.
You know our Brandon Addison did a blog on my site talking about human resource today, right.
Yes, it’s very important and that’s what you are also by the way people don’t realize that you are human resource.
You analyze, assess because you’re you’re a psychologist right.
So if you me yet you do all that first, then, you put the right people in the right place with the software that enhances the process and they are the best process ever like when I, when I was looking at pcs global remember of my younger years.
Yes, globally, right, okay, so I learned from you the V track and you said Richie.
This is perfect for you.
I want to buy that.
I think one day I’ve told my partner’s body okay, so I love it because that’s really relationship, but that only works when you put the right person at the right place and you’re like a whole package.
It’s not just about that and Brandon today runs a very successful dealership, which is Jim Ellis group.
They got an eighteen dealerships and you know brand.
That is very good.
I mean there’s.
Nobody like XO, I swear brand is one of the best out there.
Like yourself, you know I mean, and but the difference is you assess people, because we can replace people let’s face it.
Ceos were only as good as the people under us.
Only the whole thing is about delegation and, if you delegate it to the wrong person and with your system and your process and your software, that’s what you bring to the table share with us that whole assessment process you have and everything which I love.
Thank you very much Richie.
Well, you know we’ve evolved over the years with that information.
I started off.
You know.
As you said, I have my doctorate in psychology and I’ve been a therapist for many years and in the conversion from being a therapist to being a business consultant, we realized that the real quality differences are people.
I don’t care, how beautiful your brick-and-mortar we’ve seen.
People, as you well know, sell plenty of cars new and used and service in places that you wouldn’t necessarily be proud to look at, but the people have the heart power and the skills to be able to take care of you.
So we started to notice the people who were successful in doing certain positions had certain character traits, and so it was like this.
You know and when we go into dealerships, we’d say to a dealer: do you train your people and he goes um? Well, you know some not so much, he says because look he says if we train our people.
He says the turnover was like 144 percent in the front end in the first three years at least the first year.
I said if we train our people, he says, and he says, and they they leave us.
He says, then we basically train to their competitor and we said, look there’s something worse than training your people and they leave is not training them and they stay.
So we believe that it’s important to hire right from the start, you’re.
So right on that statement and I’ll talk about that in a minute how you hire right from the start.
But then you provide that person lifelong training so that they can keep up with what skills they need in order to be successful at their current position and here’s what we know.
So we know, for instance, that certain people are drawn to certain positions naturally and I’ll.
Give you an example, like you talked about the CEOs of company, those of us that run companies as presidents or CEOs or even sometimes the chief strategy officer people there in chief positions, have this certain innate drive that they want to be perfectionistic and they want to Get closure and they want to be as best they can foolproof and making a few mistakes and they’re not afraid to make mistakes, but they’re they’re, quick to recover from them they’re willing to take risks, but they’re calculated risks.
We call this people high red.
We have three dominant floors: red green and gray.
High red strong leaders takes charge of people knows how to be able to say the right things at the right times.
You know they don’t rest easily, they multitask a lot, they want date.
They have a purpose in life and they’re driven for it right.
They may be sitting in front on that pool that looks really inviting, but at the same time they may not go into that pool every day because they’re pretty busy working right.
So what we? What we’ve learned is is that those people, for instance, that are the high red we call it high charge high drivers, high purpose, focus they’re.
The leaders they’re the people who are extremely good in taking those calculated risks and they’re willing to take it at the CEO level at the sales manager level at the BDC or you know, kind of our emcee level manager.
Now we have other people, for instance the higher the green.
We call it we assess these green is care, compassion, sensitivity, they love loving.
They care about people they’ve care about animals.
They have pets right, they’re, gentler, they’re, softer, they’re, easier, spoken, they’re, not as much driven by leadership, but by relationships and connections, and so what we now know is those green hi.
Green people are terrific, for instance, on a phone call or on an internet lead right.
They’re, like hi, how you doing today, nice to see you there’s not a there’s, not a great salesman, that’s alive that looks forward to having phone calls with people if they’re not selling right there right, it’s not an easy tool to be able to move to conquer I’ll get back to that one also in a minute.
But the point is when we started looking at the higher the green in the person, whether we measure care, compassion, sensitivity, the more that that person wants to affiliate with people and the better, they are at being able to communicate with people by phone, internet or face-to-face And so they start to build these relationships and that’s the relationship that we know today is what sells I mean the relationship today is the answer to your point earlier.
It’s like you know in this digital world.
It’s who you know it’s, how you go about communicating that right and then there’s a third component by the way we call grey grey, is quiet, introspective, reflective, calm, imaginative, creative, and these are individuals that prefer to be kind of alone or by themselves right.
They make the world’s best team net technicians right, they’re, the best specialists on doing things like any technical kinds of activity, they’re, not the front guy or gal that likes to get people they’re, not like you or I are Grey’s last in our in our hierarchy.
Right right, so what point is is back at your questions and so what we found was, if you wanted to be a manager in a company, a manager in a department.
What that person would do, we would identify in advance those that read traits and then we would help them to to hone that and to be more more successful using that, but the people that they typically managed our greens right caring, compassionate sensitive.
So they have to manage them differently.
I give you a quick example Richey.
I was called by a company from as a worldwide company this last year.
I was called by this company and said that they’re their US presidents, their president, their president, CEO, was a terrific.
He was a terrific leader except they’ve, gotten some complaints about him being angry, slamming his fists on the table and swearing Wow.
I said, let me guess I said, he’s extremely successful and he’s probably brought you a higher return on your investment, and you expect it and you’re gon na keep him and she laughed.
She was the HR person for their worldwide company.
She said she lectures.
Yes, we do, and I said well he’s – got a red personality, it’s just what does that mean, so I explained it to her and to the tea.
She says.
That’s right, I said said because he’s hard-charging he’s driving he’s got this red impulse to push.
However, I said the people that are complaining are gon na, be green, they’re gon na be sensitive and caring, and they find that it’s hard, then, for them to be able to work with someone, that’s pounding the table and yelling, and he doesn’t mean it personally.
He was frustrated long story short.
We worked with this company help temper his his temper, a proced ember, and we helped his people to understand him that that’s the way he got things done, and so we could emerge those two cultures of hard-hitting and sensitivity to help them to grow.
So back to the art of’mobile world.
What we now know at Ricci is that the people who are most successful in running a company have high read like about a 90 percent read and maybe a 10 % green or 10 % grade right people that are the best salespeople.
They have a high read, but they also have a high green rate.
They have to share people, they have to care about people, they have to show their emotions, so the red leader has to be able to lead red-green combinations of people and then the technicians, the people are the world’s best at being technically skilled.
We have to be careful to make sure that they have enough alone time, their own private world that they work in.
So we now hire right from the start in our opinion, and then we train so you’re right.
We do that and that’s one of the things that we’ve learned a lot.
You can you it’s not fair, to judge a fish by its inability to fly right.
It’s not fair, because that fish will never fly, but it’s a great fish.
So if we can find the right people for the right positions, the right people for the bus in the right positions, you have a wonderful culture and it’s much simpler for that company to be successful.
I use your your process that you showed me at Polk, whatever young right, yes, yeah all right, anilines assess and prescribe, but richie you got ta be able to do that.
Medially.
If you don’t, they have the hand on you and that’s what really you bring to the table and I’ve used that process throughout my entire life right after you showed me that process I mean got ta tell we were really put through the mills with you.
You were my boss and you were a hammer, but you showed me, and today I look back at all the stuff.
I learned from you dr.
jongmin our check, and you know what that has helped me not just in the business.
It has helped me through life.
It helped me overcome the obstacles.
I’ve dealt with life because that’s the process that should be in training today, because that’s what I’ve learned that I everybody knows out there.
That’s watching me down people walk me all the time.
I’ve had a rough rough time, but you know what and it’s gon na probably get a rougher, because that’s who I am right, it’s only gon na get rougher because that’s just who I am it’s not gon na get easier.
I’m used to living on the edge and I I’m adapted to it, but with you or you showed me made me realize and I got more mature and that you helped me throughout my life, my not just my career by life and that’s the training.
I want to talk about today because I go in and out of dealerships all the time.
I talk to these corporate trainers, whether it’s Penske Sonic branding all the time and here’s a problem they know, but they got a younger crowd today.
That’s different that are digital and the people.
People are not there as much as they used to be so what’s a whole different process, but with where you bring to the table is knowing that person is good at this.
So why not quartum here and move this person here just the other day before Kovac 19 top salesman is delivering 40 cars.
The owner makes him a general manager.
The guy hits the wall.
Why? Because he’s used to caring about himself he’s used to care about anybody else.
He sneaks everybody’s deals that that’s that guy to put in that position and today is so important what you weren’t to the table that it’s got ta be out there.
It’s kind of people got ta know about it.
You were a speaker any da, how many times twelve twelve times at digital dealer.
How many times I think ten telling you Aikido.
I mean it’s amazing what you’ve done and what you’ve done for guys like me, not to mention other names like Michael stole and all these guys will you you’ve been like you’ve been honest, you know at a younger stage and that’s why we are where we are.
You know, and let me tell you something: you have a great platform for training for assessing and finding solutions, because it’s about you have the wrong person, it’s okay, that person might be talented somewhere else, don’t let him go the cost of hiring somebody and the cost Of training somebody sub sir and then recruitment and all these deals are indeed there.
Indeed right now, I have a veteran platform that we do.
Our e-learning right now is shut down because of Kovac.
Ninety, you better have a place to train them, but let me tell you something: these vets are special because when you do it right, you’ll land them somewhere and they growth right, okay and they grow in place, which is black right.
I love that statement.
I love.
I agree with you a hundred percent.
I love the training they have.
I want to give back to them, I’m so thankful for what they’ve done to serve our country and they are loyal once they find a home right there ready to root in well.
He’s a big wood vet when you trend in that and you put them in the automotive work phase – that’s sell to vets, it’s a broad! So now, not only not only is he going to stay with you and they’re used to training, that’s what their infrastructures.
I learned that going back and forth till Arizona.
Two years ago I learned from them.
They only communicate with the Brotherhood.
So when you put a vet in dealership is gon na get referrals and your average cars that your cell is gon na drop.
Instead of four hundred you’re gon na be at a hundred eighty because he’s in the VA he brings people in you got ta understand it’s really big process and a lot of dealers.
Don’t even understand that Penske, BMW in Arizona has a department with us five or six veterans that sell cars.
Oh man, I didn’t know that.
That’s terrific way great way to do it because that giving back to Mex and they are bringing in their own.
Yes, illah ships across the country are not using this towards their advantage and helping the vet putting them in the work force.
Interesting Richie! Isn’t that interesting what a nice, what a really nice way to take care of the folks that take care of us right? What a win-win! That is: we’re seeing that today too, with a lot of folks in the covert virus situation right where people are wanting to give back and we’re lucky and a lot of people are showing lots of love in that way.
But you know what we refer to.
That is that’s that green part of us right.
Each of us have those three parts in us: the red, green and gray, and it was like that Hemisphere stuff, like we know that the right hemisphere, for instance, is different than the left hemisphere right.
The right hemisphere is like big-picture the ideas, kind of person, they’re very flexible.
There they’re valuing timing.
They like change right.
They prefer a variable pace, whereas people on the left side, they’re, more thorough and detailed and they’re more consistent with their orientation and they’re more stable and unbel.
So each of those two, for instance, like the difference between red and green.
Each of those two are really important, but you know the they say it.
I think this is the most important statements like the two most important days of your life are the day that you’re born and the second one is, when you figure out, why you know, and when you’re at your.
Why, like your were your purpose, it’s like this climb & senic work, where you really figure out what your purpose in life is.
Everything else falls in place, whether it’s money and love and friendships, and all that everything falls in place like, for example, he used to that we did right being like partners did that in Arizona we had a building so we’ll Institute what happens with that process.
Okay, it’s totally complimentary to the vets no charge for trading the dealership hires them they pay off after three months.
Okay, so they perform okay.
Now they have the veteran work force.
Let me tell you veteran marketing and veteran audience is very big in a lot of different industries.
All right.
Take a little company like you know, JetBlue that six-feet know it’s got 60 % of vets, yeah Wow, big companies like family.
Take companies like Home Depot.
They have a vet problem.
The automotive industry is missing that well, I’m surprised that nobody has figured it out, because let me tell you two and a half years ago: that’s what we build the Institute.
You know, because it’s a very, very important thing really good points.
You see, I look at that when you say that I think that’s what I call really good niche marketing, but it’s also niche employee.
Now, if I can take it to the next level, we look at the world in terms of people in terms of personality or behavioral styles, so, in other words, it’s vet would be a slice of that lovely right.
Another slice, though, again think about this: from a red, green and gray perspective of the from the US population that we’ve surveyed we’ve got about a little over a half million people.
We have.
We know that that sixty percent six out of ten people in America lead with this green sensitivity, caring sharing so think of it.
It’s like they put on this lens and they see things through this green lens, which are feelings, sensitivity care.
So when they come into a car dealership, their purpose is to not find the fastest or the sexiest looking car.
Theirs is to find something that’s comfortable, safe and reliable.
They want to make sure that their children in the car are very safe.
They want to make sure that it’s reliable that starts for them, because they’re usually not highly mechanical right.
It’s not like they live for mechanical.
They live for function and communicating with other people.
So again, if we’re gon na communicate with people, we want to communicate with them in the style and with the language they understand.
So it’s care.
It’s sensitivity, it’s by the way.
It’s not asking questions either.
So when you do qualifying it’s not about asking questions, it’s gathering information from beginning encouraging them to talk versus you and I hire red 25 % North American population.
We lead with questions.
We want facts, we want details.
We wouldn’t understand that the way the thing works.
I want to understand that you know I wanted to understand how the brakes are functioning.
I want to see how the what gas mileage is, I get I mean, or the electric electric or hybrid.
I want to understand those details right grays, however, they rarely buy new, they almost always buy used and they buy for function.
They don’t care about, looks and that’s 15 percent of the North American population.
So my point is what we started to do and let me tell you what we did it, but can I speak of a dealership.
I worked at for a while.
Actually, when I was doing some early work at Jerome Duncan Ford in Sterling Heights, Michigan that’s before they were purchased by suburban group, which is a wonderful wonderful, big group drug Duncan Ford.
We were selling 108, they were selling 180 cars a month.
We were there for years.
We started to do assessments and training there, individuals that were in management roles and then we trained.
Then there were 180 cars they had underneath to employees kind of interesting, but we trained all of their employees in this common language that we’re talking about today, then we ended up teaching them how to assess those individuals when they came in on the showroom now think About how interesting this is right, we ended up having all these 23 salesmen that were on the showroom to begin with.
We took them off the showroom by the way, when I say took them, we talked with them.
We we fostered this for them to understand that we were gon na match them up with individuals, so it wasn’t like they were losing something they were gaining something we said.
If it doesn’t work, you can come back, but instead of having like the vulture feeling like when you come into a showroom that summers gon na jump on you, you want to be greeted.
You want to be greeted in a polite manner, but you want to be greeted in a way that gives you the freedom of what you want.
So, for instance, when the person came in and they were assessed as red, hard-charging, confident you know fact finding information gathering.
We would undress usually very professionally right.
We would say that first would welcome to Jerome Duncan Ford.
If you have any questions, will you please ask but will allow you to be able to Roz our showroom or look at the kiosks? Take your time and oh by the way, here’s some some drinks over here.
They like coffee, here’s, your coffee, here’s, your tea, here’s some! You know munchies and so forth.
They would love that because now they don’t feel like they’re being like high pressure.
We give them what we asked them a question: if you haven’t hit pletely, please ask to let them alone, and then we would give them a brochure, and the brochure in this case would be colored red same content that the green or gray gets.
But this was red so now that anybody that walks up this person, they read this whole brochure.
Now we know to ask this person questions.
We know this person is probably very critical thinking and their their analytic and swim.
So then we would go on the showroom off the showroom in contact, one of the salespeople who best matched with the personality or that behavioral style about an individual customer or prospect Richie and then and when the person was reading, we would have him come out and Him or her come out, they introduced themselves very polite manner.
We did.
We did have a couple of tables they’re.
Equally, equally yoked, there was not like a power position so that anyone that came in the customer would have the same power as the desk.
As the conceals for sales consultant and then they would sit down talking about the cars and trucks and they would do their demo right.
But we were finding that if we know pressure them gave them this brochure about the dealership, but gave them the permission to be able to have freedom to look around.
They were much more likely to buy oh by the way.
At that time I mean first time in which was interesting right.
They weren’t be backs, they were buying that which was fascinating on the other side.
We’d have a green, commit really shy.
Gentle caring, not shy from a standpoint of of people shy because there wouldn’t be polite.
They come in hi.
You know and may look around yes, that individual.
We would not ask questions up, but what we instance says we would take them right.
White walk them over to where the the tea was or hot chocolate or whatever was because they wouldn’t want nurtured right.
They’re, green they’re carrying their people are in and we nurture them we’d gavel a little bit.
We would show them our wall of fame right.
Had a beautiful wall of fame and had all kinds of beautiful memorabilia is there in awards and stuff, and then we would basically walk with that person.
We would then have a sales consultant come out because we already could we already told them.
We had a green big sales consultant came out, who was naturally green paired that person up and then they would walk to the showroom.
They’d walk the back law, they look at the kiosk and so for my point is we started matching those and our sales went from 180 a month when I left, as my witness 700 a month from 180 to 700, and what I’m most proud of Richie is Today, that same dealership is now at 900 a month we weren’t in the top 100, when we left, we were in the top five with Ford Motor Company.
So we did that with common sense, communication skills and then to your earlier point.
We then would hire try to very much higher right from the start, people that fit that kind of mold.
If you will, we had one gentleman there.
His name was Joe.
He was selling 40 some cars himself.
When I went back there last year, he was selling over 70 himself Wow, but what was interesting Richie in the early days, Joe, is a tough guy, the guy he was.
I love this guy, but he was tough.
My dear a he would have two or three people out on demo rides on their own right.
So that’s probably not a good thing.
We ended up, hiring him wet and sweaty.
We hired him an assistant and said: look, you have everybody that takes a demo ride.
You have your assistant, go with him and you have your assistant fill in the paperwork, and you might like this because this guy was a little.
He was learning disabled.
He was extremely bright, but writing wasn’t his skill set reading? Wasn’t his skill set, but he was a people guy, as you like me, all right, get that so then II way long story short he balked at first.
It didn’t like the idea of us having someone that was gon na be there, but we said we’ll pay for it.
We’ll pay for him for 90 days, and we did I said, but if it works out after 90 days, then you pay for it.
So when I went back, I was telling him: not only did he went from selling 40 cars to over seven, I think 72 or 73 a month.
He now has two assistants and he pays for him out of his own income and he makes more money than some dealerships, because, oh my god in that kind of interesting, though it’s a great story because no the guy, I’m so glad you brought that up because That’s the thing I want to touch on yeah: it’s not the software, but it’s not just about the software.
There’s plenty of companies have the software.
What about the Jones company is you’ve got the software.
You got the process, but you know psychology.
You got that knowledge of human behavior character and personality that matches it into the software and into the process.
So your cost of hiring somebody mr.
dealer is gon na drop.
Your retention is gon na increase your referrals under the increase.
So why wouldn’t you dial the phone right now and call dr.
John okay, because it’s the whole package, when I looked in my young B, is I was four years old? What if I, when I met you twice old cars, always odd cause like this? Yes, yes, the question, but I never worried about the question I worried about the consumers answer because the answer is the want and need it’s not about questions.
The question don’t mean anything.
The question is just our three.
It means nothing right now right.
What it really means is how they answer that, what their reaction is to answer that and how they address, what you’re asking them? That’s the deal, yeah, that’s really anything! You got that figured out.
You can ask me for all kinds of questions on the phone and all this it don’t matter and the problem with the phone is you can’t see people, but it’s you read into what you’re asking them and they answer you’re able to pinpoint it so good yeah.
You really you’re a wonderful student.
I love listening to you repeat some of these things and teach me.
Let me, let me add a couple things about the phone if I may, because what we learned about the phone has been that it’s significantly different skill set than a face-to-face communication right when you communicate face-to-face, you have what we call five behavioral cues.
You have words tones gestures, postures and facial expressions.
It words tones gestures, postures, facial expressions when you’re face to face when you’re on a phone call.
You have words and tongues when you’re on an email or text message.
You have words now yeah, you have capital letters and you have some emojis.
By the way I send an email or a text message to my youngest son.
It turned out to be all in caps and he says why are you mad at me? I was, and I just was stupid and didn’t realize that you had to be careful about that.
But anyway, so what happens is when you’re on the phone you as a natural-born salesperson as a mat right, you’re curious and you notice, whether they’re wearing the wedding ring.
You notice the shoes and, if they’re polish I’ll, present themself right but on the fun one you’ve got words and tones, and so what we start to do is we start to teach people that the words now become extremely important on the phone, no different than the Words are real: all you have on an email or text.
So what we start to learn is that those words become extremely important, so not only what they say.
I totally agree with what you’ve said right you, you listen for what they say, but we also, I believe we invite people sometimes correctly and sometimes incorrectly.
Let me give you an example.
So in an inbound phone call, here’s what we’ve learned this is what the best of the best do.
Yeah.
Thank you for calling and oh by the way.
If they’ve been on hold for longer than 30 seconds, if it goes into a receptionist, you should say thank you for holding it’s a polite way to say I’m sorry for you being on online right a long time, but they thank you for calling and by the Way they call the receptionist, they know this is a Minar chick motors.
How may I help you sales? My pleasure put me on will bring me.
I say thank you for holding this is doc.
How may I help you know it sounds little, but let me add how important that question is right, because first off you should slow down when you take that first initial call right.
Thank you for holding this is doc.
How may I help you? It’s three distinct paragraphs and I do not want you to hurry through it.
I want you to take your time.
I want that person to feel like they’re the most important person right, the woman right right, but the point is: is that who’s in control of an inbound phone call to begin with right? It’s the customer or the prospect because they called you right.
You do subtly when you say thank you for holding this is doc, and then you ask a question: how may I help you now that puts me in control of the phone call, because I’ve subtly taken control by asking that question very simple and subtle, and what Happens next will determine highly likely.
We’ve got some data on this highly likely, whether that person’s going to come in for an appointment, which is by the way when the person says.
How may I help you and they go.
Oh yeah, I’m calling it on that 2912.
Camera you got advertised in the paper.
Can I can I see that I do you still have it.
I mean right so get this.
Do you still have it the question now they treat earned it so now they’re in control of that right.
Do you still have it here’s what we know, Richie 87 % we wotz a date on this 87 percent of the people that called in an a car, buy a different car right, yeah right.
So it’s like yeah! So here’s the problem.
If I’ve got the car, I’m really in worse shape than if I don’t have it, because if I’ve got the car, what’s the typical salesperson, gon na say sure, I’ve got it right as opposed to starting to qualify the person and starting to qualify them in ways That helps to solidify that they together are going to need to work on getting that person in to see these cars or car.
So back to the point, so can I help you? Yes, I’m calling it on that 22.
2012.
Camera, do you still have or 20 20 20 camera? I don’t know.
Let me check on it is the response right and then it’s like this and oh by the way.
What is it about that camera? I’m taking control again? What is it about that Camry? That caught your attention, do you like it because it only had one owner? Do you like it, because it’s Ford or do you like it, because it’s a v6, do you like it because it has a sunroof and that’s when you start to really get the information? Because your qualifying now about what it was about that vehicle that made, that person pick up the phone and call you there is a huge transformation.
Then, and whether or not that likely.
That person is likely now to be able to get an appointment and and whether that person’s going to come in from just that very first 35 45 seconds of that call.
You know unless we have something so the phone detects right and walking.
Let’s talk about the text, let me give you what my thought is about the text.
My thought about police is when you’re receiving the text.
It’s your perception of what they’re asking you got to be very careful with that right because you ring it now.
It’s wait.
A minute: what are they really trying to say right now? You’ve got to understand, because we know that your perception is reality.
Whatever up somebody perceives is reality, so a text is very careful always be with the text.
In a happy note, in a positive note, send out something happy right, be you address it because that’s another thing that’s coming to play now.
Okay, I see all these guys were texting and texting and social media the other day, six months ago I went to a dealership.
I said you know Richie.
This leads this data.
So really, let me see the marketplace had to dealership at a hundred leads and nobody followed it up.
Okay, hello! I mean I mean, could you imagine okay? So let me tell you because why? Because when dick, they don’t even know how to answer it so everybody’s thinking, how should I answer it? What should i do before you know? Something else happens and they forget out of sight out of mind, there’s a big problem in our industry when the marketplace is getting so much traffic on facebook and it’s all message – and there is no training – I haven’t seen a trainer yet yet to listening – have a Training course about how to answer question: how to work or tax nobody.
Everybody knows the phones, yeah, that’s right, but no sales process, but find me a guy and let me sit down with him to talk about sending messages and converting those messages into at least a phone call.
At least there’s an opportunity there that new tech and it’s gon na be more warm but no question.
It’s gon na just grow and grow and grow.
It’s the future.
I’d be grow and I’m observing that I’m watching remember what you put me at poker.
He said rich is observing, watch right and Steven Polk was yeah.
He’s observing.
Remember that I’m not listening, I’m just I have a dyslexic and I have epilepsy, as you know, and I I just observe so I watch and I see I said – oh my god, what’s going on here, there is no trainer in though in any place that’s teaching People how to get leads – and this is lead management – this lead generation, a major problem, all its facts.
When you go on a website nobody’s trained to okay.
How do I answer? How do I put a call of in there to convert it? Okay, you’re on? I have a chat service that we build look smart and myself in India, that is artificial intelligence.
Okay, it’ll be up on shop smart, making an announcement.
I already shared it on a video.
What it does I’m gon na sent you the whole thing: what it does? It’s using automation and artificial intelligence.
We developed this two years ago and now is when it’s ready to go to the market.
We’ve done AV testing.
Okay, this is T importing, listen use any.
I use artificial intelligence.
Mr.
dealer come up with something we’ve been seeing.
This being a bit evolution going on and on and on go to stores with certain sales people that we have on the field looks more clickable and myself getting me information about this.
We don’t have a solution for this, and this is about ready to blow up the market.
Plate is going off the deep end.
It’s gon na go great share with us.
What your thoughts are on this sure.
Thank you, I’m so proud to hear.
You say that I I i spoke at nad a five years ago, six years ago now on artificial intelligence, and we actually gave some examples of it.
It was certainly ahead of its time and pharmacies have really capitalized on it.
Some have, but our industry is like about two, and I think you just you just hit the nail on the head with that for sure.
Let me give you an example.
Let’s talk about seven words, I didn’t tell John you were stupid.
Just I didn’t tell John, you were stupid, seven words now let me read them each with the emphasis on a different word right.
I didn’t tell John you were stupid, but my wife did right.
I didn’t tell John you were stupid, but I’m gon na.
I didn’t tell John you were stupid, no, I put it in an email right.
I didn’t tell John you were stupid.
I told the entire department or I didn’t tell John you worse stupid.
You still are.
I didn’t tell John you were stupid.
I told him you were a moron right, so how you read those words are the filters by how you see them.
So I, if I’m having a bad day – and you send me a text message and I get hooked by that bad day – I’m likely to respond in an inappropriate way right, right or our wife says something.
Trust me right right.
So the really important thing about words are: is they’re, always always open to interpretation.
So if I said to you, you know hey after this, let’s go get lunch and you go okay and then all of a sudden we hang up and, and we go get lunch.
It’s like wait.
We can’t go out and get lunch there.
The restaurants are closed right.
So, in other words, it’s like we have to learn to interpret or if I said to somebody I have a meeting.
Well, it’s a meeting online or it’s a video or it’s a it’s an audio right.
So my point is you’re, so accurate with that texting.
So here’s what we see we see that texting by the way is the most efficient way you fish it.
Now.
It’s not necessarily most effective, but it’s the most efficient way to send out to a person got this before.
We call them right think about this.
Even today, we often text people because it’s the polite thing to do, and we expect that the person that takes the text in ricci are gon na respond to it relatively quickly.
Right I mean in theory I’m not sure what the numbers are, but I don’t have hard data on this, but I have a hunch that I think people expect a text to be answered within less than a minute yeah you last because that’s why they attack see You right exactly exactly well the taxi you it’s less, they want a quick response.
Man, nobody text, is you and they don’t use your whatsapp or they don’t use your email.
You better make sure you’re replying quickly right, hey, that’s what they want.
They response remember remember.
In the old days when we used to get the leads across the fax machine, the fax machine will just dump em right into the wastebasket right right right, correct, so everybody taxes you you better answer, then I better it using your Facebook, then using any other channel.
There’s just that many, you know how I follow up I’ll, follow you up on every platform wall to say time right what I do, but I want a quick response amen to that.
That’s my ruddy Ricci! So so the point is so.
The texting now becomes sort of like a.
I call a knock of the door right sort of a simple knot at your door right there at the door right there at the door there at your dealership door, knocking right and they’re trying to let you know I’m important I want to just see.
I just want to see how important you think I am so my opinion.
That’s really the gateway to entry.
Now is that is the text, and then once you pass that and I’ll come back to the second, once you pass that test, then you’ve earned the right to the next level of intimacy right and that would be a might be a phone call and a phone Call here’s what I love about this right when the one of the things I love about technology is the fact that it’s always changing, and so we now offer a click to call service right and here’s.
Why? So if I’m on a I’m on and let’s sit on somebody’s website and I’m looking at a vehicle or ten, each of those vehicles get paired so that when you, when you click on that vehicle, if you want information, what’s cool about that, now is it’ll.
Actually, you fill in information that says John alright Minar check here’s my cell phone number and here’s my email address.
If I’m online, the typical person’s brain thinks that the person is going to respond to me online logical.
So if I’m on there I’m looking at a you know twenty twenty Cavalier, whatever I’m looking up, I’ve submitted here’s what’s interesting.
What we found is, if I can get back with that prospect in less than a minute now it sounds absurd, but listen to this.
If I can get back with that prospect in less than a minute they’re still probably on my webpage or my website right or not on somebody else’s right, they’re, probably still on in the looking you’re, not going, you know right right exactly so.
Here’s what’s cool about this, though the click the car software says they submit it and it goes into a it goes into an electronic lead, but it’s also, you know digital but what’s cool.
Is it now rings one to a hundred people? You can pick how many ever it rings their cell phone or their landline, and it says there is a lead on your website looking at that Camry and if you, if you you pick that up, if you are the first, you win that the person will ring That person cellphone or that phone they’re mine and so I’m on the phone.
Now it’s ringing, I’m looking on the sales consultant and it rings, and you pick up, you go hello and I go hello.
Is this Ricci Bella think of this Ricci? This is.
I love.
This right is this Ricci Bella and now I’m gon na know your name is right.
There you go yeah who’s.
This right, that’s good! Oh! By the way, this is dr.
John.
You submitted the lead.
You had some interest in this Camry and this wanted to check out, if that’s the only be it you’re looking for or as could, I help you with something else, and the person goes wow that was fast now you get him to talk about something else right.
It’s perfect right, nice poop, you just broke the ice.
You broke the ice, that’s exactly right and you’re breaking the ice with somebody that has the knowledge about the vehicle.
It’s not and by the way I like bbc’s, but I love this concept.
If you’re talking to a sales consultant that has submitted that lead to that sells, consult and you can talk about that vehicle or vehicles or your inventory, you hit a homerun and always remember this one Ricci.
I know you know this.
You taught me this remember: with 87 % of the people not buying the car, they call in on the advantage that we have from a dealership perspective than from a one-off right.
If you call me if I’ve got, my I’ve got my Traverse out in the yard.
For sale and you stand, you call me, and you say I’m calling about your traverse – guess what I’m gon na talk about the Traverse right, I’m not talking about your needs! I’m talking about my car watching me! What’s in it, I’m talking about you want my car right, so I’m talking about my car as opposed if I’m the dealership and I got a hundred or two hundred five hundred units there.
I can see anything.
Oh sure, you called another trip on that tourist.
What is it about that Traverse that caught your attention? Because I got a hundred more like that now you are so much a head and shoulders above big, one-off guy.
That’s got one down the street one owner yet, but you’ve got to buy my triggers because that’s all I got right so point.
Is you start looking at your leverage points and you identify in this case that you now have the ability to have this person who’s contacted you about this Traverse? Now I can say: well, listen! Um! Now, are you interested in Traverse? It’s got that Tony package, or are you interested in for kids or how is it you’re playing and using us and you qualify for the fun right and then they go well.
I got two kids, but I got a pool a little motor home.
It’s a little motor a little on motor, a little camper and we go fishing a lot.
Oh ok, now you’re thinking, then the Traverse is more because he could pool five thousand pounds.
Or would you like something? That’s maybe a bit smaller.
How big is your trailer? So now I start to qualify that person I get to know where they go fishing.
I learned some good fishing holes by the way and then I get a chance to be able to help that person become an a very enthusiastic buyer because I’m caring about them not about selling my trap.
My car make sense.
Absolutely you don’t got to yeah.
I want a bunch of substance to when we were with the Nicholson group right.
You remember that I loved it man.
Oh it’s sad.
Is it easier to sell a friend or restate a stranger? So the answer is yeah.
It’s easy to sell a friend, okay.
So today, with all this information and everything, is it easier to sell somebody you’ve mentored? So why not mentor all your prospects by educating them right? Absolutely so now that’s a whole different process.
That’s one of the trainings that I have right yeah, and I do that.
I teach knowledge selling because knowledge selling, I’m mentoring, you, so it’s easier to sell you anything because now I have the knowledge I’m meant to use as well.
Now I just sold right that sell.
That’s right, that’s correct, but something you are one of the best with every employee counts.
You of course about that.
It ain’t use it in major industries in other industries.
The automotive industry night see dealers spending twenty five hundred three thousand dollars on an average a month.
Big order groups on indeed so I say to myself: you know, there’s a product out there, that’s called every employee counts.
Dr.
John showed me that right and you want the best out of major companies like Polk used to have that with you.
You know Nicholson, Group, Reynolds and Reynolds, that’s what you did in the bigger enterprise organizations and today they use that.
Now I want to talk to you about that, because that’s something that’s needed in our industry instead of running and indeed ad 3500, then laying out 15 grand for training now you’re up to fifteen thirty five hundred, why not gather all your toys and every employee counts? Share with us that process sure I’m you have such a good memory, I’m so impressed with that Richie.
Thank you for recalling that every employee counts basically says this.
If I’m gon na think about somebody else, we know human nature thinks about me first.
So it’s like.
We always are in self-preservation mode and for me to be comfortable, and Who I am is a requirement for then me to be comfortable with you.
So, in other words, it’s about me first, but get this it’s about.
Every employee counts.
So it’s like what we do is we work on giving people their behavioral styles or personality types, and then we practice with that.
We have them, learn about themselves themselves.
First and then you learn about your small work group and then you’re prepared to be able to communicate with those that you’re strangers so to speak.
We know that this this world is about relationships.
I mean relationships matter, it’s what it’s, what it’s? What makes life worthwhile? You know I don’t want to be on my deathbed and say I wish I nobody around me and say I wish you had to work one more day in the office right.
I want a loved one or my loved ones around me or my family.
If I’m going off to heaven or if I’m in a situation where I want to be, you know, cake taken care of so every employee counts says this.
If I can make my employees, if I can make them the best people, they are then by accident.
They’re gon na be the best employees, and we know that the best employees are much better able to make relationships with strangers, to bring them into their value of proposition and to be able to help them to get what they need the most right taken care of.
I remember Maggie mentioned Nicholson.
One of my lifelong hero – Steve, is right now in heaven, but I remember Steve came to me one day and he said um I’d like that.
I’d like you to come with me.
