The keynote address discusses how the automotive industry and dealerships must evolve to keep up with changing customer preferences and technology. Specifically, it notes that most car buyers now conduct significant online research before visiting dealerships. It encourages dealerships to embrace digital marketing strategies like social media, videos, and targeted online ads to better connect with customers throughout the entire car buying process, from initial research to final purchase. The speaker argues that dealerships and salespeople must change how they operate in order to survive and thrive in this new environment.

1. Los
Angeles,
CA
Keynote
Address
Presented
by
Sean
V.
Bradley
Pages:
13,
14

3. The
EvoluAon
&
Natural
SelecAon
of
the
AutomoAve
Industry

4. Based
on
the
recent
arAcle
in
On
The
Move:
The
EvoluAon
&
Natural
SelecAon
of
AutomoAve
Sales

5. NADA
is
predicAng
the
AutomoAve
Industry
will
have
sold
15
million
units
in
2013!

6. This
conference
personifies
the
highest
state
of:
THINKING,
EXECUTION
&
SUCCESS

7. All
of
You
–
every
person
right
here
in
this
room
–
personifies
the
evolved
dealership.

8. Maturity
ConAnuum

9. The
most
successful
dealerships
are
those
who
pracAce
interdependence.

10.
Zig
Ziglar
once
said:
“There’s
only
one
thing
worse
than
training
your
staff
and
having
them
leave,
and
that’s
not
training
them
and
having
them
stay.”

11.
Because
of
evoluAon,
dealerships
need
to
provide
their
sales
teams
with
new
strategies
and
tacAcs.
You
can’t
just
rely
on
the
“Road
to
the
Sale”

12.
To
be
evolved,
you
have
to
change.
Jim
Ziegler

13.
So
how
do
you
evolve?
By
changing
how
you
operate.

14.
TradiAonal
Methods
Are
No
Longer
EffecAve.
Radio,
Print,
Basic
MarkeAng
Materials
aren’t
enough
anymore.
We
live
in
a
digital
world
and
you
have
to
change
your
strategy
to
reflect
that.
Incorporate
social
media,
videos,
opAmize
your
website,
put
yourself
out
where
your
prospects
are!

15. What
makes
a
modern
Dealership
Or
Sales
Consultant?
Modern
stores
&
consultants
are
immersed
in
Internet
Sales,
BDC
and
Digital
MarkeAng
Modern
stores
&
consultants
are
buying
and
generaAng
leads
proacAvely,
instead
of
reacAvely
Modern
stores
&
consultants
seek
to
find
prospects
where
they
are
–
online!

16. ProacAve
ProspecAng
Capture
prospects
at
the
Instead
of
at
their
Point
of
Interest
Point
of
Sale
If
you
can
reach
your
prospects
before
they
enter
the
Sales
Pipeline,
you’ll
have
the
ability
to
influence
them
more
directly.

17.
ZMOT:
Zero
Moment
of
Truth
Google
ZMOT
Video

18.
Powerful
&
Important
Internet
StaAsAcs
92-­‐99%
of
Americans
go
online
before
stepping
foot
inside
a
dealership.
The
average
buying
cycle
is
45-­‐90
days
–
much
longer
than
the
72
hours
of
15
years
ago
Car
buyers
typically
spend
over
11
hours
searching
online
According
to
NADA,
tradiAonal
adverAsing
costs
$640/car;
But
internet
adverAsing
costs
$200/
car
Car
buyers
on
average
research
5-­‐8
different
dealerships
and
car
brands
before
making
a
decision
Digital
MarkeAng
makes
it
easy
to
track
ROI;
tradiAonal
adverAsing
is
very
difficult
to
track.

19. Sales
Professionals
of
the
Future
Are
Here
Now!

20.
How
Can
You
PosiAon
Yourself,
as
a
Sales
Person,
for
Modern
Times?
Post
Videos
(tesAmonials,
walk-­‐arounds,
how-­‐tos)
Create
Your
own
website
Be
AcAve
on
Social
Media
Networks
Manage
Your
Online
ReputaAon
Engage
in
Cross
PromoAonal
MarkeAng

21.
TesAmonial
Videos
1.
Film
Videos
2.
OpAmize
Videos
3.
Deploy
Videos
• New
car
sale
• Used
car
sale
• Service
customer
• Female
shopper
• VPP
• How-­‐to
Videos
• Geo
target
the
Atle
and
descripAon
• Use
powerful
key
words
• Post
to
all
social
media
pages
• Email
to
your
customers

22.
TesAmonial
Videos
Service
TesAmonial
Cherry
Hill
Porsche
Purchase
TesAmonial
2014
Honda
Odyssey

23.
Powerful
&
Important
Social
Media
StaAsAcs
84%
of
US
Vehicle
Shoppers
use
Facebook
41%
said
they
saw
a
post
that
caused
them
to
add
or
remove
a
brand
from
their
list
of
choices
38%
said
they
saw
a
post
that
caused
them
to
add
or
remove
a
dealership
from
their
list
of
choices
45%
of
users
asked
their
friends/family
for
recommendaAons
25%
of
users
said
that
social
media
significantly
influenced
their
purchase
decision

24.
Social
Media
Engage
your
customers
and
prospects
and
encourage
them
to
engage
with
you.
The
more
back
and
forth
you
have
between
your
customers
the
more
relevancy
and
credibility
you
have
online.
Sales
Consultants:
Don’t
expect
your
dealership
to
take
on
this
role
alone!
Be
proacAve
by
posAng
comments
and
feedback
to
your
social
media
pages
and
share
some
of
the
dealership’s
news
and
events
with
fans.

25.
Social
Media
Suggested:
Facebook
Must
Haves:
YouTube
Flickr
Twiuer
Google+
LinkedIn
Review
Blog
Pinterest
Instagram
Tumblr

26.
Facebook
Examples

27.
Online
ReputaAon
At
Delivery
Survey
• Rate
Experience
–
1-­‐5
• What
did
you
like
best,
why?
• Would
you
recommend
us?
• Would
you
allow
us
to
use
your
review
in
the
future?
Email
Your
Contacts
• Send
them
this
survey
• Ask
for
feedback
periodically
• Encourage
your
customers
to
leave
feedback
on
review
sites

28.
The
Importance
of
Videos
The
average
buyer
spends
11
hours
researching
–
three
hours
of
it
watching
videos
and
two
hours
using
search
engines
More
than
three
billion
Google
searches
are
completed
daily
Videos
show
up
in
50
percent
of
Google
searches
Video
is
53
Ames
more
likely
to
be
clicked
over
a
staAc-­‐text
link

29.
99.5
PERCENT
OF
PEOPLE
DON’T
LOOK
PAST
THE
TOP-­‐TEN
RESULTS!

30.
The
Internet
&
Video

31.
The
Next
EvoluAon
of
the
AutomoAve
Sales
Consultant!
Robert
Wiesman
VSEO/Product
Review
Elise
Kephart
Video
Responses
Joe
Argento
Salesman
Video/Branding

32. Evolved
Sales
Techniques
for
the
Modern
AutomoAve
Sales
Consultant

33.
Start
with
a
Plan:
1
Methodical
Road
Map
• Create
a
Business
Plan
with
a
clear
end
goal
in
mind
• Plan
and
prepare
accordingly
to
make
sure
you
meet
those
goals
END
GOAL
30
UNITS

34.
Start
with
a
Plan:
2
Diversify
how
you
sell
cars
• There
are
8
ways
to
meet
prospects
• Make
sure
you
do
not
rely
on
only
one
area
• Create
a
plan
that
reaches
out
to
prospects
in
all
8
of
these
categories
• Be
aware
of
closing
raAos
when
calculaAng
your
goals

35.
Start
with
a
Plan:
2
Diversify
how
you
sell
cars
Be-­‐Backs
(50%)
Walk-­‐Ins
(20%)
Phone-­‐Ups
(50%)
Internet-­‐ups
(50%)
Service
Customers
(10%)
Previous
Customers
(65%)
Referrals
(50%)
ProspecAng
(50%)
(Closing
RaAos
in
Parentheses)

36.
Start
with
a
Plan:
3
Internet
Is
Key
• In
order
to
maximize
the
other
areas,
you
need
to
focus
more
online
• With
posiAve,
relevant
and
content
filled
pages,
you
will
auract
more
prospects
from
online
sources
Videos
Index
higher
than
staAc
websites
Use
Geo-­‐
targeAng
to
make
your
info
relevant
Update
your
informaAon
regularly
to
keep
it
current
Encourage
customers
to
add
their
own
content
to
your
social
media
pages

37.
Start
with
a
Plan:
4
Emulate
Successful
Strategies
• Dealerships
should
emulate
the
OEM
strategies
with
regards
to
social
media
and
online
acAviAes
• Sales
Consultants
should
emulate
the
dealership
strategies
with
regards
to
social
media
and
online
acAviAes
SEO/SEM
VSEO/Video
ProducAon
Social
Media
RetargeAng
Online
ReputaAon
Website
Development
Focus
Sites/
Micro
Sites
Blogs

38.
Start
with
a
Plan:
5
PracAce
a
ProacAve
Mindset
• You
can
not
afford
to
wait
for
magic
to
happen
• Be
creaAve
about
where
you
find
your
prospects
• The
way
you
view
the
sales
process
will
determine
your
behavior
which
will
determine
your
results

39.
Start
with
a
Plan:
6
Methodical
Follow
Up
• Become
an
expert
in
inbound
and
outbound
phone
process
(including
voicemails)
• Become
an
expert
on
inbound
and
outbound
email
process
• Become
an
expert
in
Social
Media
CommunicaAon
and
ReputaAon
Management
• Become
an
expert
in
Video
Messaging
–
uAlizing
Skype,
Face
Time,
Go
To
MeeAng,
etc.

40.
Start
with
a
Plan:
7
Time
Management
Skills
• Determine
how
you’re
going
to
look
for
prospects
• How
many
of
them
are
in
dealership?
• How
many
of
them
do
you
need
to
call?
• How
many
of
them
do
you
need
to
email?
Tip:
Be
careful
of
distracAons
disguised
as
opportuniAes!

41.
Start
with
a
Plan:
8
Accountability
• Track
and
test
your
progress
throughout
the
month
• The
right
number
of
conversaAons
will
result
in
the
right
number
of
dealership
visits
which
will
result
in
the
right
number
of
units
sold.
60
Calls
a
day
X
.14
14%
ConnecAon
RaAo
8.3
ConnecAons
Daily

43.
Start
with
a
Plan:
9
Master
Your
Crax
• Master
the
“Road
to
the
Sale”
• Master
your
Product
Knowledge
• Master
the
art
of
passionately
explaining
the
features
and
benefits
of
your
brand
over
your
compeAtors
• Master
your
arAculaAon
of
why
your
dealership’s
VPP
is
beuer
than
any
other
• Become
a
master
at
qualifying
a
prospect
and
determining
their
wants,
needs
and
expectaAons
• Master
an
arsenal
of
5-­‐7
rebuuals
for
each
one
of
the
top
10
objecAons

44. The
Dealership
of
the
Future
Is
Here
Now!

45.
How
Can
You
PosiAon
Yourself,
as
a
Dealership,
for
Modern
Times?
Focus
on
the
Four
P’s
Create
Internet
Department
or
BDC
Create
a
Comprehensive
Digital
MarkeAng
Strategy
Manage
Your
Online
ReputaAon
Invest
in
your
greatest
asset
–
by
training
your
people
Get
Connected
–
AIS/AutoSuccess/IS20G
P P
P P

46.
“I
am
sick
and
Ared
of
listening
to
you
talk
about
how
we
can
get
bigger.
If
we
get
BETTER,
our
customers
will
demand
we
get
BIGGER.”
–
Trueu
Cathy
Founder
and
Chairman,
Chick-­‐fil-­‐A

47. Working
each
individual
profit
center
is
not
the
best
way
to
succeed
anymore.
None
of
the
profit
centers
will
thrive
if
they’re
not
working
together.
Showroom
F&I
ABC
Motors
Internet
Dept.
Service
Center

48.
Maximize
Your
4
P’s
You’re
only
as
strong
as
your
weakest
link.

49.
People
Products
4
P’s
Process
PromoAons

50.
Typical
Dealership
Structure
F&I
Manger
GM/GSM
Sales
Manager
Sales
Person
Sales
Manager
Sales
Person
Sales
Person
Sales
Person
Sales
Person
Sales
Person
Sales
Person
Sales
Person
Sales
Person
Sales
Person

51. sells
96
units
per
month.
On
average,
a
typical
dealership
96
units
per
month
10
Sales
People
9.6
units
per
person

52. Evolved
dealerships
hat
are
running
their
t
Internet
Department
properly
can
sell
119
units
a
month
with
half
as
many
people!
Here’s
How………

54. All
these
people
have
succeeded
using
this
method!

55. Digital
MarkeAng

56. Digital
MarkeAng

57. Online
ReputaAon

58. Invest
in
your
Assets

59. Gezng
Connected
AutoSuccess
Online!
AutomoAveInternetSales.com!

60. There
isn’t
just
a
Showroom
anymore.
There
is
a
dealership.
There
isn’t
just
an
Internet
Department
anymore.

61.
A
modern,
successful
dealership
realizes
the
impact
the
internet
has
on
all
of
their
profit
centers.
A
modern
dealership
knocks
down
the
silos.
A
modern
dealership
is
a
cohesive
blend
of
all
the
profit
centers.
The
future
is
full
immersion
of
the
internet
and
showroom
enAAes.

62. be
The
only
way
to
successful
in
the
automoAve
industry
today
is
to:
• Acknowledge
that
the
internet
is
powerful
• OpAmize
the
internet’s
capabiliAes
• PracAce
interdependence
• Fully
immerse
all
profit
centers
so
they
work
cohesively

63.
“If
you
are
not
in
a
state
of
constant
evoluAon,
you
are
in
a
perpetual
state
of
transgression.”
-­‐
Sean
V.
Bradley

64.
For
More
Resources:
www.AutomoAveInternetSales.com