Todd Hudak The Original EnterTrainer ™ Before, During & After the Sale, or No Sale

BRC BDC _________ ________

Reactive v. Proactive 90% of customers do not receive a thank you call from their sales person 90% of customers will not remember the name of their sales person one year later 95% of people that buy a vehicle will buy another vehicle in their lifetime 38% of customers will know a person in the market for a vehicle within 30 days after they bought Fresh upsCreation upsBe-backsRepeatsReferrals 20% Close50% Close66% Close70% Close67% Close

“Protected Leads” DEFINED

Customer Loyalty & Retention Industry Trends Where have all the ups gone? Walk-in Traffic

Customer Loyalty & Retention Industry Trends A shift from “Seen” to “Unseen” Opportunities

Customer Loyalty & Retention How is it possible to CREATE & MAINTAIN our customer loyalty base and grow our business at the same time?

Customer Loyalty & Retention How do we shift our focus from “Seen” to “Unseen” Opportunities? Let’s get right into it!

“Seen” Opportunities DEFINED

“Unseen” Opportunities DEFINED

Customer Loyalty & Retention The Kiss of Death! The curse of the car business… “Follow up until they ________.”

Let’s play a game…! Have you ever heard someone at your dealership say something like this?

 “Why do you want me to talk to someone that just bought? That’s stupid. I don’t have time for that.”  “No news is good news. They might be mad about Service….!”  “If you want me to call ALL my customers, then I might not be able to work here anymore.”

4) “I don’t really need to call them, they all remember me anyway.” 5) “I hit them so hard between the eyes they won’t be able to buy anything for a long time.”  “No, thank you… what would I even say to them?!”

7) “They don’t want to be bothered.” 8) “I didn’t like working with them. No need to continue a relationship in my opinion.”  “I just talked to them last year.”  “I don’t want to sit at my desk making calls and miss an up.”

Customer Loyalty & Retention So, what are sales professionals doing with their time? “You’re either on the way or in the way… What’s it’ going to be today!?”

Let’s talk about what we could be doing with the extra time on a daily, weekly, & monthly basis “You can’t complain about what you allow to happen.” Reactive (Part of Day)Proactive (Part of Day) In front of a customer 10% - 20% of the time Hope Wish Guess who? Road-to-the-Sale Manager T.O. Avg. Cost to Dealer $400.00/each up Not in front of a customer 80% - 90% of the time Online/Continuous Training BDC Shifts/Meetings Lunch Service issues, etc. Who’s next? What else?

Professional Skills On the phone, over the Internet & in the showroom

Ask yourself this…  Do you want to buy a brand new refrigerator today…?  Do you want to buy a new car…? _______________________________ Do you have a need? Of course not!

There are only two reasons why a customer is in front of you:  They have a need  They feel you can solve the need _______________________________ If either one or two goes away, so will the customer.

There are just two types of calls:  Hunting calls a. Sitting on the edge of the chair  Priority of Calls (Reactive)  Farming calls a. Sitting back in the chair  Household Prospecting (Proactive) Some sales people make their sold database calls sitting on the edge of their chair going for the sale from the start.

Hunting Calls DEFINED

7 Steps to Success with Sales Calls

 Clear introduction with enthusiastic voice tone  Get the “Green Light”  “Thank You Thank You Thank You”  Any questions?  Assistance was as expected?  Have you found a vehicle you would like to own yet?  Customer Reply is “Yes / No”

Farming Calls DEFINED

7 Step Household Prospecting Mission

 Clear introduction with enthusiastic voice tone  Get the “Green Light”  “Thank You Thank You Thank You”  Update & Investigate (W.W.W.W.)  Sell the Sizzle, “What if we…?”  Customer Reply is “Yes / No”  Ask for the Referral

Marketing at its BEST! “The Homerun”

Customer Loyalty & Retention  Probability of Contact (Data)  Multiple #’s, , address, text ok? FB, etc.

CRM Matrix / Best Practices  1, 2, 3, 10, 17, 24, 31, 45, 60, 75, 90  W/Frequency of Contact (90 Days)

Customer Loyalty & Retention How do we do this?! Create a “Harvest Team” at your store, with MGMT Certified Sales Professionals

The “Harvest Team” DEFINED

 The “Harvest Team” meets performance standards to get on the team & stay on the team  All sales promotions are made from within the “Harvest Team”  Revise Pay Plans (Development)  Proactive Profit Centers*: Bought Elsewhere Customers

*Proactive Profit Centers (con’t):  Sold Customers  Referrals  Orphan Owners  Service, Incidental Contacts  Marketing Campaigns & more

Sell me once, no big deal. Sell me twice, now you got it!

Todd Hudak The Original EnterTrainer ™