This is the second and final part of Simon’s interview with Joni Stuker.
Joni has spent 36 years as an Automotive Consultant and Trainer and is one of the people who Simon met early on in his career and has been a huge influence on how he trains. She is a TED Talk presenter and has spoken several times at both the NADA and RVDA.
It’s fair to say that Joni is the expert on dealing with Call Centres or Business Development Centres as they’re known in the US. On this episode Simon and Joni discuss asking for referrals , that fear of rejection , the future of the motor-trade and the importance of communication to the customer and your team.
Here are the highlights:
{02:51} There’s always a middle path
{05:30} That fear of rejection
{14:21} Both ends of the spectrum
{19:37} Did you have to be a genius to sell a car?
{32:12} Communication is key
About Symco Training:
Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its clients something different. That difference was clear to Simon from his days in the dealership when he experienced many sales trainers who had all the answers, but were unable, unwilling or both to actually show the delegate how they could be implemented. It remains the ethos of the business today. You see, Symco only employ trainers that are committed to delivering not only inspiring and insightful training, but are equally as happy to demonstrate these skills and techniques with real customers in your own showroom.
We believe in order for sales training to be effective and in Simon’s words ‘real world’, it needs to be tried and tested in the only place it matters the showroom floor. There is no room for theory when your goals are for your team to sell more cars, hours or parts and retain more profit. In dealerships around the world the focus applied by many of the sales executives is to try and sell a deal. Symco specialise in getting your teams to focus on selling themselves, the product and then supporting this with the deal.
To find out more visit www.symcotraining.co.uk
Welcome to the Selling and the Motor Trade Podcast, an association with Symco Training. This is the weekly podcast where we share best practice tips and ideas on how to sell more cars, improve your service department and generally put more profit into your dealership or dealer group. I'm your host, Simon Bowkett. Now, some of you probably already know me as Skipping. I will start by saying thank you for taking the time to listen to this podcast. So, that's the book. Tell me about the TED Talk then. Did you follow on from the book? Well, I had written the book and then I did my TED Talk. And you guys, if you're looking for something funny to watch, please do. It's, I was in Scottsdale, Arizona. You can't miss it. And it's a very funny one. I've got to go through my life, like being a kid and all the way through and just great scenarios as far as things that we've encountered. And I know, Simon, you've got some funny stories too. I suppose that's what we do as trainers. We collect these stories, don't we? People listen to the stories, don't they? They open up there. I think a good trainer is a good storyteller. And that's a difference between people that can actually walk the walk. I take phone up to you all the time. What am I doing? I love it. People are so serious today. You know? I was like, do you have the car in stock? But also, isn't a good salesperson, a good storyteller, as well though? Absolutely. And you can tell the bad ones. That's where we talk about certain stories going to like, oh, here, this is not good. Not going to bode well. So Mr. Milstead and I have been talking about writing a road warrior book, the story from the road. So the road warrior book, there's so many stories out there, aren't they? Just change the names to protect the innocent. Oh, yes. Oh, yes. Someone's going to write a sitcom about the motor trade. The characters we have in the motor trade. I don't know if there is one out there in the world. I'm so someone's going to DM me now and say, no, there's definitely one there. But yeah, there's one that just was released here and I think it doesn't look very good. I think it's all about the writers. And then look at Seinfeld. I mean, great actors. Yeah. You know, that was really how they rock it in good writers. So I would love to do that. That's good. So listen, I want to ask about the motor trade going forward. Okay. We all know the customers buying journey stuff online nowadays. That's it. There's lots of companies out there like Carvena. Over here, we have Carzu. Carvena has gone from what it was at 95%. They've lost in their market cap recently. I just want to get your views on that. People are just going to click and collect in the future. Is it a place for us? Or is click and collect, is it dead now? Are people going to realise they're going to go back to dealerships? I want to get your views on the buying process now from the consumer. Yeah. First of all, I don't think we should go into the is it over or not? There's always going to be a metal path. That's really where dealers have struggled so much is that they always wanted people to buy the way they want. I want you in my show. Michael, maybe they don't want to come in the show. So then what we did was we created this pretend infrastructure as a really great selling remote, which we really most dealers were not. So then it caught on that mess. You have to let consumers by the way they want, which are the way they want. My greatest concern in this year is that our parts are being built so well, which is awesome. The problem is that we relied upon that repetitive service and the repetitive interaction to retain. And we won't have that ever again because parts are just going to get better and better and better, which means now I want to see for eight months. You know how often you need to speak with someone and I don't mean email. You know how often you need to speak with someone to build loyalty. Any idea? No, I don't know. So you're talking a face-to-face conversation, all phone, not email. Yep, OK, fine. Because we rely upon email campaigns too much. In the B2B world, we'd normally say seven times. So what would be the figure with customers? OK, so a sold or unsold opportunity? Because that's a big thing is that if a person doesn't buy from you, you still should build a relationship. So you need to speak live to that person every 90 days to build loyalty, every 90 days. And truly, I'm not going to sell, but I'm happy to provide it. And you have tons of word tracks that I wrote, a whole blue contact pattern for 2023, which is important. I love what you said there. You said loyalty, not satisfaction. Because as an industry, aren't we measuring the wrong thing? I mean, would you prefer your partner to be satisfied or loyal? I mean, it's loyalty, isn't that what we need? It is, but that's why this whole thing about, you know, at least, are you completely satisfied? Always remember, a completely satisfied customer will still shop other stores. Exactly. A loyal person will stay with you, but we can't assume loyalty. The other thing is this, really smart thing I came up with, I love it, I'm smart and not dumb. When you help someone with a purchase of a vehicle, smart thing is what? 72 hours after purchase customer care calls. They'll should be calling in 24. We know that. But whether they do or don't and so on, I don't know. It's 72 hours after, so we make sure they've served and so on. But then I do this. Simon, in appreciation of your recent purchase, I'm authorized to offer your other driver to your house, a free oil tank or an oil tank coupon or whatever you want to do. But guess what? Simon, who are the other drivers and is the best to reach them on their seller work? I will automatically get his wife, his daughter, and son, and then I build a relationship there. We can go this way or we can go what? Old school guys, guess what we do? We rely upon ego. And my ego says, Simon likes me. And when Simon's wife's ready to buy, Simon will bring her into me. Am I pleased that? Get rid of all that. Get rid of the ego. Let's go factual. Is then you'll blow up your service department. You, I mean, it works so well. Yeah, absolutely. Is that referral again? Again, my experience, salespeople don't ask referrals because they scan a rejection. But I don't think I'm going to be afraid of the word no when you're in sales. Like what does that mean? Yeah, I use that. I know what it's like. You're comfortable to say this is a really good deal for $850 a month for the next 84 months. That's not uncomfortable. I'm just saying. I fear like, I pick up the phone and I call and I go, I may speak to Bob and they go, that's the wrong number. Bob, there's no Bob here. What do people do? Yeah. Hang on. I never do. I apologize and say, well, when I speak, do I catch you at a bad time? What kind of card you drive since I have you on the phone? You may be the honest need I have. So that's what happens is that BDCs are stacked with the wrong people. You want to know how to find a good candidate? Here's a great question to ask you. What would I be wrong to say that Colson is a sometimes stacked with people who are going to offend people here, but cheap. And so many times I see that where they say, well, we can get the cheapest people in the Colson and we don't have to pay them the same as a salesperson. But that's the front door of the dealership. How about got that wrong? We don't have it wrong. We have it wrong consistently in our industry as we pay them on. I have arguments all the time with BDC consult because I'm the only one that believes this. I do not believe in bonusing a BDC customer care rep for a appointment said, Joe, it's ridiculous. Why? That's your job as a uniformity to show. So you don't understand, do this a false sense of accomplishment. It also does what it divides your floor because salespeople start to be like, oh, this is a question for running. It's 10, 10 bucks within them in the door. I've, oh my God, stop. So don't pay me bonuses to get them in. That's what you do. And I've never met a dealer excited to go here as a check for Mary and to bring in, oh, buy it and whatever 50 people I didn't sell a card to pick that check. No, and the deal is starts to get up. You'll shut it down. You'll be, ah, silly. Pay me what? Pay me a bonus for people to buy. Now I'm on the same page. Oh, and by the way, pay me more for what self-generated leads that by. Yeah, hence referrals again. Then make it a first. Right. So here we go. So in an internet lead, I'm sorry, anybody can sit in a appointment with a guy that goes, I'm on your website. Hell, you know, yeah, this car is like, well, I was a job one. I mean, come on. You know, no. But if I ask that, you know, at least who they knew and I get that person that run it by, well, it's me strong. And if you do get the right way, your BDC team will become incredible prospectors. Well, listen, I won't talk about because you guys seem to be so much further ahead than some of the other markets we work in. And again, I hope I'm not offending some of the academic clients that moment, but I want to get your views on and the query comes through. Okay. In the net lead there, you've got the calls and other BDC deals with it. And then they've got to pass it to the sales team. And I always have this concern. Whenever there's a pass in a game of football, there's a chance of a fumble. So I want to get your views on sure. The call center, take the mail, the market there and then people want the information now or should we turn all the sales people into calls in a because surely we know that people don't walk in now that everyone starts with the digital query or phone. I mean, people are looking for the toilets. They're looking for directions to the hotel down the road. You still see serials that will go like source, ride by, it'll come in, ride by. What does he buy parts? I mean, how much? So here's your paratro problem. And this is where this were dealers screw up. Do not let your BDC assign that appointment to a salesperson. Don't run Robin, do your salespeople. Are you insane? What you're doing is you're eliminating what managers? So all appointments are made directly through management. You guys run your floor. I don't want to pick your juice. If I did, I would always make my appointments for the guy that could close. Hey, I would never be fair. I mean, why? So it is not. You can't skip management. So everything goes to managers. They decide. I also believe this. If you're going to let a BDC team member work with the deal, well, now you're in trouble. Okay, because they're going to run into objections and things they can't handle. And I don't want a BDC member going that far. The glory of having customer care is that I can't quote prices. I can't do anything. All I can do is what I find get needs and wants. I don't want to say that a sense of urgency, maybe buying their car and get them in for an appointment. I don't work out. And if I get that, I'm not coming in and listening to the best price. I would say completely understand. As you're aware, pricing counter management. Now, they're currently helping other guests. Once you do get the best price in the state of wherever, the country of wherever, are you free to come in today at three or four? So we are an appointment setting team. I don't go through the deep like rib a's and price. And I will know then then that's calling it internet department. Because that's what they are. They're selling the car. Yeah. Okay. Okay. And there are some people will go down that route. And I always say, if you want to do that as a dealer, hey, you've got to have in that incident department a sales measure, a business manager, they have to be able to do all of that. It's a completely different, a different model. But here's the problem with that. Who's working at store? If you're not part of the internet team, everyone's there. Part of the internet team now, the internet. It's a different door. Patrick, Tessa, a great friend of the podcast. And I think you've met Patrick Tessa out in Australia there. And he says, again, we have two doors in the dealership, the traditional door and the internet door, the back door. But the front door is getting shot down. The front door. It's not even there. It's the only door. He's dead right the way he says that. I think. But you have to be careful though, because here's the biggest thing. Always I say visualize like a wheel in our spokes. Right. So so internet leads are only one spoke. A BDC team is not about this. But what about my higher solds? What about my service customer database? What about people that was and leasing a car? So all those call scenarios funnel in. It says in me, otherwise it goes crazy because all they hear is I make more appointments if you got me more leads. I'm like, I have 40,000 people in an database. There's something with it, right? So hire a better consultant and then they'll get where they need to be. I love the idea that you're talking about the BDC. They're actually self-charging leads as well. They're actually speaking service department. Okay. I love that every time. How many cars are you? Close circle and friends and family. All those which the next are changed. That is where they need to. So a strong BDC team member does what tomorrow? And I don't care if I'm sales focused. I always do what I can change my hat. So if I'm speaking to a selling lead goes cold and I go, hey, you need service. I don't transfer them. Are you kidding me? Humans hate transfers. Yeah. So just book a service appointment. How tough is that? Right. So if you're service advisors taking calls, guess what? They buy a note. They're always going, you know, the thing about, well, I think it could cost you 500. I'm like, shut the front door. So don't do that. So a neutral party is somewhat better, but part of my job is I call tomorrow's service customers. And whether I have a revenue, PAB or not, anything that's at least a couple of years old, I'm going to say, Simon, why are vehicles here? We will provide you a free appraisal. No good difference. I never say, is it okay if we do an appraisal in your car? I said, we will provide you a free appraisal with me to know the value. And if you decide to operate, what's missing? So we check the pulse, trying to get some kind of a selling lead. That's smart. But again, customer care works all facets of that consumer's potential on more needs. But I get to be so smart, it only took 30 years. Listen, when people are inquiring on that use vehicle, we all know that video is, listen, it's the now, if you're not doing this, it's all about speed or response. We need to get back through that very, very quickly just to get that. And but again, I want to get your views on this. I think there's been some of this, I mean, sold the magic dream of, I'm going to call it the magic button. And the magic button is where someone goes online, they look at the video of the car, they click here, they get the finance figures, they find out what it is, they click here, and they buy it and the car turns up, but they do. I think there is a place for people who will do that. Absolutely, there is when you check it. Yeah, is the magic button working now with the kazoos of the world, the car banners of the world, it would appear they're struggling. I want to talk about coronavirus. No, it's not going to. Because their model is the magic button, aren't they, from start to finish? And is it the, I don't want to use the word demise, but their share price is 97% down. Does that mean that the magic button doesn't work? Do we just need to get people back like we always have into the dealership physically? Again, I'm going to tell you, you can't, we can't be like I'm like, there will always be people that want to do a process. Yeah. However, you have to look at the majority of people applying not comfort with that. You know, I see it, you have to offer both. You cannot be the one dimensional. This is how we do it. Or the guy that believes like everybody's shops and buys online directly, go, no, not everybody does. So you have to offer both hands and be prepared to support them. It's huge. I don't know. It's interesting because like the number one process for demoing a vehicle is going on YouTube, which is very interesting. So then we're thinking about eliminating that you know the chance to come in for a demo also. How do we help people? The biggest thing is, is this word flexibility? Yeah. In other words, understand that most people, no matter what, when they inquire on a vehicle, the answer goes by something else. Yeah. So if we always keep that in mind, then why the heck do we always say things like, we sold our car? No, no, we don't have that. I go, but they're not buying it. But you just shut your door. Why would you do that? So if Simon says, he gave that 2019 under court, obviously, you know what, she must be reaching out about our promotion that we've got going on to my knowledge. It's available. But when you mentioned a 19, obviously you look at a 2021 or even brand new, it was affordable, correct? Yeah. I get that. I get ready to go. I love the new car. There you go. I suppose you buy sold that one two weeks ago, you know, or my favorite. We bring in this customer on the 19. It says, yeah, I'd love something newer. They walk in the door and they go, hi, I have a VIP appointment. That's code for BDC. And the guy goes, okay, I can help you. He goes, yeah, I talked to Tony on the 19 years. I don't know why they brought you in. Sold it already. I'm like, oh, you're so skilled. You're amazing. You should make your manager. Yeah. Yeah. Sold. BDC's got that wrong again. They absolutely. Yeah. My favorite. Oh my God. This is so bad. This is my personal. I was like, oh, I'm going to go to the store and he came in the BDC's angry, right? He's like, how did you bring this customer? He's not showing me. He's yelling at me. And I looked at me and said, oh my gosh, I said, I apologize. I said, I had to confuse with somebody that knew how to sell cars. Bet your personality then. Yeah. So I was like, wow, I mean, what is it? You're blah. Every take it down. The main thing is this. You don't want to build heat. But the reality is that unless it's an immediate appointment, be a manager that actually looks at the content of people coming in and be prepared. And if you don't want to have them in, then you can cancel it or we can. It's all right. But assume availability. Assume you can help them. And the worst thing is what? I've always said, if I don't have what you want, we may buy your car and put cash in your pocket. Mm-hmm. Build inventory. Well, it's something that I do believe over here, 18,000,000 people in a franchise dealership have got a car they can trade or part exchange depending on what country you live in. So actually, that's just part of it. It's kind of like I'm going back in town. We always know that third party, negotiation matter, if I say your car's worth 16,000 dollars pounds, euros, and they don't like it, they don't like me. Then if I say, Bob, the sales major says your car's worth 16, now we've got a problem. They don't like Bob and the whole dealership. So why would you do that? Why are we not saying, hey, listen, Bob's going to do a bit of research in your car. He's great at getting the best price here. He's going to contact a few independent buyers. See, cars sometimes have a regional value. Okay? Now, listen, we work within a market. We don't create the market. Let them be unhappy with the market, not your dealership, not Bob, the sales manager, or you the salesperson. Okay, but think about this. Then why is it? When someone inquires, I don't care if it's in a chat, an email, in person, on a phone up, when they say, what's the best price on a vehicle? What do you think most people respond? Well, not exactly what they respond. Okay? Number one, they shut the door. That is the best price because we price it competitively, so that's it. Bye. I know. So what? Well, number two, I hear this all the time. Well, it's up to 39.995. What were you hoping to pay for it? There you go. There you go. I'll find a place here. So then how would you, how should they respond? I love the best price. Elish, the best price is, firstly, we've got to see, is that vehicle available? Elish, what was about that car that caught your attention? Or what was about that car that put it on your shopping list? Elish, I'm only one of 30 salespeople who could actually secure that car. Elish, get an ask. If that car has been secure, what else do you see on our website that caught your attention? I think we've got to open it up. Okay. Okay. And I would go really simple. So when someone says, what's the best price, my response is, when's the last time you had a chance to drive that vehicle? Yeah. But so think about it, because it's short, sweet. And the guy goes, well, I haven't driven it, I just want your best price. And I would say, great, you know what, I'm more than happy to get the best price. But if I provide it to you, and then you drive it, and you don't like it, this will be a waste of your time. So always remember, the biggest objection consumers have, it's not about shopping cards because it's the hassle of the money. It's about time. It's an element of time. So feed into that objection right away, that you'll get them to test drive before they worry about it. Because remember, think, if you drive it and you love it and not, you'll pay anything. We all go in to buy, like I'm going to buy pair of goods and spending $200, that's it. And then what? I have $400 to go in. I have to find a way to make it work. So sure it's sweet to the point. I'll tell you what, there's something, again, I want to get your views on. Over the last three years since the pandemic, you didn't have to be a genius to sell a used car because a supply was such an issue. New car supply, we had semiconductors, wiring looms, okay. The whole sales process was, yes, develop, you want it, if not, I've got three other people who want it. Next. And I think, over the last three years, we've had lots of people that either lost the ability to sell or never had it because they worked in an environment they just didn't have to sell the car. So little things that you and I know instinctively, like getting the figures right, it's the easiest part of my job. But unless that car is exactly right for you, no price is going to be good enough. So when's a good time to get together? I think we have an industry where lots of people just haven't had to do that over the last three years. So I think the problem, though, with time, gosh, I love, I mean, I love car dealers, I do. And I've worked for some amazing, and some that were awful. I know there was a gentleman down in the snow and green business shocking, but in Albuquerque, New Mexico, and he had me come in because he said, I think there's a hiccup in my business. So I came in and spent a day, and it was like two seconds into the day, and you had a jack of the problem. So at the end of the day, he brought me into the big boardroom with all the men and managers, and they were, and they said, so what did you find out? And I looked at each manager and I go, hm, hm, hm, I did a hiccup, right? Because they were in the problem. And he looked at me, goes, if you weren't a lady, I'd throw you out of here. I said, well, I've been thrown out of better places. Oh, I got so true. So at the end of the day, dealers are going to have to invest. The problem is this, they're going to buy cheap training because they want to do it cheap. But be careful who you hire. Hire someone very strong. They're going to have to start investing in the education point because if they have the skill set, it is so dulled. They have no idea again. And you're going to have to learn to be an amazing communicator to build your customer base. You are, and to retain it. We know that technology can change in the heartbeat. But for me, human nature does not. I mean, you know, they have planes now that can take off, do the whole flight and land. Where they have the pilot touching a single control. I don't know, but I'm not ready to get on a plane without a pilot sitting there. I think we want the pilot there for when things go. Are you okay with the driverless car? So you'll get with driverless cars. Listen, I, um, I've got to say that it's, I think our kids will be. And I'm okay with it. I would love it. I think it'd be great. Yeah. Don't have those stupid conversations from the local area. I'm like, you know, I don't have to talk to anybody. This is also I'm here with it. Now the Toronto truck driver to be kind of interesting. We'll shut down all the CD, you know, truck stuff. Yes. Yeah. Have a good day. Hey, but listen, the world is changing. We know the agency sales model is on the on the horizon over there. Australian people listen to this in the podcast. We know what Honda Mercedes-Benz. We spoke to the chairman of the Australian Automotive Dealers Association. And we all know about what's happened with the court case in Mercedes in Europe. The two manufacturers looking and when I say every manufacturer, most manufacturers are looking at the agency model. I think this is going to really change. There's some people who say, is it going to work or not? The jury's out on that. But I think the manufacturers are definitely going to look at that side of it. How do you think agency is going to affect where people shop around? If it's fixed price, that's the browser car, wherever they go. How is that going to affect the dealer? I think a lot about, because we tried that here with the Saturn. The Saturn vehicle price structure was like it was non-negotiated and every dealer had agreed with that and then guess what happened? Somebody started breaking their rules. I'm like, I don't know about the MyWay Highway one way only. I don't think our world is built like that. I think it has that flexibility. What I believe is that there needs to be a revamp as far as how you essentially your sales associates, what their days are, we got to get away from the come to work and figure it out. But why would you have 10 salespeople on a sales floor on a Tuesday morning with one appointment? It makes no sense because there are not drive-by customers. You need to staff according to confirmed appointments and what your show rate shows. You need to make sure you have a fine, you find a way to actually have that pipeline fill. Because I always say dealers work with me because guess what? It's not about how many calls you make and how many engagements it's about doing. This is how they talk. I need to have 25 appointments every weekday and I have to 50 on a Saturday. That's what we do. We work on an appointment basis. That's it. Because after that, when I get to show in, then it's up to them to figure out the rest. Yeah. It'd be interesting to see how that whole agency model changes there. I mean, every manufacturer is definitely looking at that. It'll appear that last time was the NADI and I get on a plane tomorrow is it? Next day, I'm so looking forward to this year's NADI. I just want to say, there doesn't seem to be a lot of talk yet in America about agency, but it seems to be creeping up there. It seems to be creeping up. So it would be really interesting. It would be interesting. Well, we have to be careful too that when there's a lot in the States as far as the big rumor out, as far as manufacturers trying to get rid of the dealer and the selling points and to buy directly from the manufacturer. And they got a lot of very uncomfortable and some angry people. So some of those meetings in it at any day may not be too comfortable for the manufacturer. I think it's that right. Let's look at what Ford has said and what's happening there because at the end of the day, it's really who owns the customer, isn't it? And it's under agency. Of course, the OEM owns the customer. So I know, I know. And then you look at it and think there's just a lot of heart and soul and sweat that's gone into building that relationship. No, come on. There's some dealers that probably should not be there and they'll probably be gone. But there's some that are really their excellent and they work hard and immediate. I don't know what they say. I appreciate those individuals. Oh, it'll be definitely interesting to see how this whole plays out there with the world of EVs and how that's changing what's going to happen there. I think it's interesting. But it's lots of change and lots of opportunity for people. I don't think we should be scared about it, but we just need to alter when and if it comes and how it comes over there. We just know it's a tide that can't be turned in Europe at the moment because it's it's coming. Yeah, I know it's here. Yeah, yeah. And quite frankly, I mean, who's afraid of James? I love James. I think if it's the same day every day, it's a warring. So bring it on. Yeah, that's it. Hey, listen, the other question then is what about staff turnover? Since the pandemic and a joty-glie, I have no numbers for this, but it appears that we're finding it harder and harder to get people to want to work the hours we want to work. Now, hey, listen, when I started, you know, I started 17 years old. Okay. I come to Europe in 95. And it's like, I didn't want to take my days off. I would work the seven days a week because, hey, if I wasn't there on the Sunday, I didn't get the leads. If I didn't get the leads, I couldn't work them through the rest of the week. But I don't think the youth wants to do that anymore. Are you fine? Be careful. Be careful because you're making a playing pit statement. They thought maybe there may be some people first off, there are a lot of people that worked at that hated it. They did it because it was the only way. You're often the third, he's like, do you really think you can serve to take your day off? What is that? So you need to have two different pathways. So there should be a model where a person could say, hey, maybe I want to work 30 hours. The biggest problem with working the long days is that they're gone for done. I mean, that's all. It's a boring. He's like, what are we doing here? And again, it's like, hey, I want a comfortable pay structure from a sales associate where I'd rather be paying on a salary. And I can see the difference between if I was on commission, you know, and that type of thing, but there should be a different pathway. You can't make two choices. I only won. You know, and why do I have to work 60 hours? What is that? Because again, we're not working. So if I came to work and I had employment every three hours, my day would be phenomenal. Oh, yes. Why? You have to go on and you run. But by you figured out, you know, you need a strong appointment setting to you. You do. Who was it? Was it Joe Verde, it might have been a grand card owner said, come to work to work. Don't come to work to wait. That was Tom Stewart. Tom Stewart. But Grant said it because you heard from Tom. I've been a lot better than I've been. I've got to try that. But it's so true. Tom is dead right. Okay. Come to work to work. Don't come to work to wait. So we've got to ask you the question. Stuka, same surname is Tom. There must be a relationship there. Of course I have no idea. Come on. Do you already know that? I only see it because my joke that I say to him. I'm training. Let's tell everyone else how you and Tom, how long you go back? It's so funny because people go, hey, are you related to the mom's secret? You go, well, it was Tom. I said, and he's my father. I told him not that. Yes. Oh, he's heard it before. I said, that's not funny. I think it's hilarious anyway. Tom and I are married for a long time. Oh, don't mind. I can hear him almost saying that. That's not funny at all. But it's a, I can hear you one of them up to with it then. Absolutely. So, yeah, so long. And it's just wonderful. And I think that if you're going to stay in this game, then be a game changer. Don't just ride the wave. That's boring. Okay. Now, wrapping up, you're a dealer listening to this, Joni. Can I ask you, or let me ask you in a different way. Let's say you go and buy your own dealer group or dealership. Okay. Over the next two years, what would you focus on? Now, I'm sure you probably answered lots of it throughout this podcast. But if you are this, and I'm driving out, if you're the manager listening to this, the owner listening to this, what should they go back and focus in on their dealership or their dealer group now? We'll be very, very careful about titles because what we do is we have a title manager that I'm an assumed authority of. And it's really hard for sales managers to say, like, I don't know how to overcome that objection. I can't handle it. Well, I have no idea how to go to, oh my God, my favorite manufacturer, send to your list every month, gentlemen and women and most of us what? They're a pilot or we attempt and do a brutal job of like, look out, I see your, our police is coming to determine two years. You want to come in now? I mean, like, what? No, right. So communication skills and those four things, more important than anything. I don't care. I don't know anything about cars. Why am I hired? Oh, I, I, I'm a General Motors sir. Key better. I don't know their cars. I mean, do I care? No, I care about people. And I need to understand that what that tell us you're sorry. Sorry. Your General Motors key vendor. We don't have that. What, what that is for a second. Yeah, so there are a certain few and, and, you know, pretty lucky, but you're a chunky vendor. So in other words, dealers can actually, they go to the site and you're recommended by them and they earn, you know, money and things back and forth by utilizing people like myself and 19. Okay. So it's important and I'm a huge, but I would look back and feel me and I would, I would test my skill set. And if anybody listening, I'm happy to provide those testing for them. I have it for every resource, every opportunity and also how they manage people. And then I created a really great daily work plan. It's a worksheet for sales associates because the biggest thing that happens to in stores is that you've got this, let's say a great customer care team generating all these leads. Awesome. What do you see your salespeople doing? That's sitting there, what on their phone waiting and stop that. So BDC never meant do not call. It means everybody get better. All right. And you have to look at your schedules and note this, please. Don't go in your serum and say, well, after 120 days, you mark them lost, you know, and they go away into the, are you kidding me? That's a no, no, no, no, no. No, no, no, no, no, no, no. They for them to follow them up in 2042. Okay. That. Yeah, yeah, yeah, yeah, yeah. Yeah. And then they go. Are you the market like so, like I said before, whether they buy or not it's every 90 days, and then this, I look at my service side, which is huge. I'm really, really worried about a lot of dealers because they're not going to have that service retention without a lot of smart work. And they cannot expect advisors to do that because if you think sales associates take the phone, wait till you get an advisor on that, right? So it's important that we actually set a pattern to build our business. And my favorite thing, I have to say, a little small story is how you say that to me, I'm a small deal. I know you don't need to be a small, you're thinking small, right? It's much easier to be a smaller operation and to make it grow than to take on. I mean, I worked for Elpen Ford, and put in their VDC for three years. So huge, right? What's funny is that they still have like 4,000 parts in inventory, and I still had so many going, yeah, they didn't buy because they didn't have anything they wanted. I go, for a thousand dollars. Oh yeah, oh my gosh, oh my gosh, oh my gosh, that's great, because I took a phone up there once and it was a gentleman on a used expedition. And of course, it's like, hey, you obviously consider it suburban. He's like, yeah, very open. But he arrived and he got on the car and he said, I talked to Joni and she said, you have that expedition. And here we go again, guys. I don't know why she said that. Why did she say that? I mean, one of those 3,999 cars on the run, very... I did go up to him and say, I think we want to elevate you to management. The leadership skills are boring, people waste her. I love you with sarcasm there. Oh my gosh, exactly. So that was in Milwaukee and I took a phone up and I was an old gentleman. And it was a kind of get-it-l, so you could hear you. Anyway, after the appointment, I said, because your business is so important, I want you to come in and ask directly for our VIP manager, right? And he was so thrilled, he turned to his wife. He's like, go at us, we've got our VIP appointment tomorrow. And so I put in the serum, this guy's gonna show, I know, right? That's not how you always do when I'm making a appointment to show or not, right? And so on the next day, they have our appointment board, the name's on there, and I'm watching serum, they know show. No, show us. I'm gonna die. So then I called, I finally reached him in the afternoon and I'll never forget it. He said, you know what? He goes, well, we showed up. He said, I will never buy a car from you. And I go, what happened? VIP. He goes, yeah. Guess what he said? He goes, you lied to me. Oh. And I'm a resurrecting cat, but that's like, oh, oh, right? So what happened is, oh, they showed up. This is Milwaukee, Wisconsin in the snow. The wife's in a walker. Bring him all the way around. They came in early because old people are always early. Yep. And they were greeted by a sales associate named Jose. And he said, hi, no, thank you for coming in. And he said, we have a VIP appointment, pointed at his name and the salesman goes, that's just something they say to get to in the door. I can help you. Oh my gosh, I was like, where's Jose? And Jose should be promoted to management, right? Exactly, you're right, why not? I think you should get a store. So the thing is, remember, it's left Ken Regan, left Ken Regan. So don't assume, you know that you know what's happening or what's going on here. And please do yourself a favor before you just need your, why don't we just get to the maybe calm down and get to the truth. Or is this Graham Crump again, the other day goes, you know what he goes, how many Suburbins do you have? I only see one on your watch. And I say, well, how many do you need? He said one, I said, well, then I can help you. We can do that. So Johnny, I love this conversation. How do people get hold of you? What's the easiest way for people to reach out and get hold of you? I would love to help people if this is my favorite. Firstly, the book, Pointless and Dr. E. Don't ask me in our cars, please. Okay, so the book, so to get the book, Amazon, I take it to the easiest way to eat the burrito. Eat the burrito, it can save your life. Okay, Joni Stuker Davis. You can call me or text me, my cell is 847-612-2128-847-612-2128. Remember the time zones? Yes. I can't go anywhere. That's it. Oh, in my email, sorry. My name is really complicated. It's J-O-N-I-Jonie at OwnerConnect.com. OwnerConnect. Joni, thank you very much for that. I really appreciate it. I can't wait to see you next time out at the energy conference. I'm sure you're not going to get me and tell us. I'm not, I get, I get, I Dallas is the least attentive idea, which may help you. So if you're a vendor, it's like, it's like, you feel like you're talking to you, right? There's like 10 vendors, one little guy going, turns this bad to drop. I don't feel like I'm a killer bit. So I know, I'll probably be in New Orleans following you and I will see you there. Okay, I definitely get to see you there because that's a great fun town, actually. Now, before you go, I need to practice what I preach and what I've learned from you. So Joni, you've been in the industry for a long time. You spoke to lots of good dealers and big hitters out there. Out of all the people you're thinking of, who's the next person I should speak to about coming on the Selling Mototray podcast? Probably Brian Benstine. What do you say, Brian? I'm Paragon. He's a very smart, great marketer. I will send you us to I'll text you, you two together. Brilliant. How can you do your name? You'll be wonderful. How can you do that to make it easy for you? Yeah, I helped him with this VDC. And he's gonna say the same thing. Don't he's the, here goes every foreign person again, but I'm gonna. You know what, I normally ask that after we recorded this by thought, hold on. I need to see people know, practice what we preach, okay? Let's ask for a referral. It's not a New York, New York, New York, Paragon, Honda, Paragon, Accurate, Excellent Dealer. So yeah, that's why we do it. I will text you the two of you together to say hello. Brilliant. Listen, it's been a pleasure. Okay. Thank you very much. See you then. I loved it. I'll see you soon. Safe travels to you. Thank you. That just leaves me to say that all details of this episode and other episodes on the Selling in the Mototrayed can be found on our website simcotraining.co.uk. Go there to get a copy of our book, Words That Sell Cars. Go there to sign up to a free trial of our sales fitness online sales training program. Easiest way to get hold of me is Simon Bowkett, food linked in. Thank you.
