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There's no doubt that subprime financing is a great opportunity for both car shoppers that need it and dealers that can properly offer it.Nicole Atanasoaie, the founder of Right Turn Auto Credit, shares her amazing insights about how to setup a subprime or special finance department in a way that builds a deep relationship with the customer. It's one thing to like the idea of including special financing options. It's another to roll them out in a way that helps build the customer, makes them feel safe, and most importantly, builds a relationship of trust with them. Pay special attention as Nicole shares some out-of-the-box ideas about the best way to build a subprime department at your dealership. Noteworthy topics from this episode: 3:31 - Where do we start when thinking through whether we should add a sub-prime department? 6:39 - Why did you choose sub-prime as a business model? 10:47 - What is it like being sort a counselor to customers as well? 16:53 - Moving metal is a byproduct of helping people improve people’s lives. 18:46 - You need to shift your mindset if you want to get into sub-prime. 22:15 - Is it a business model that thrives in economic downturns? 24:55 - All the tactics in the world won’t compensate for you being a jerk. The route to growing a business is being a good person. 27:24 - Providing phenomenal customer experience by adding excitement and removing pressure.  33:21 - Generating your own leads via referral business.  FortellisThis episode is proudly sponsored by our friends at Fortellis. No two dealers operate the same way which is why Fortellis provides the tools to create unique apps that help your dealership meet the needs of the market while catering to your operations.Not only has Fortellis created an amazing technology platform that’s designed to make life easier for dealers, but they are also pouring back into the community with events like their dealer dev day. It’s a 3-day event that empowers attendees to network with each other to create smarter, faster, and better apps for the dealer community.Visit Fortellis.io to browse their marketplace of apps and integrations that will allow you to run your business, your way.

Over the last couple of years, end-to-end car buying increased by 10%. Considering the average 1 - 2% annual increase that is common, this represents a surge in interest from car shoppers who are willing to forego the dealership. According to Lissette Gole, Head of Automotive Retail at Google, that means 90% of dealerships are using some sort of hybrid car shopping model and should pay attention to the expectations of the customer moving into 2021 and beyond. Here's the question: Do you think online car shopping will increase even further in the next 5 years? For complete show notes and resources visit: https://www.thedealerplaybook.com/lissette-gole  FlexDealer You've tried so many different things with your marketing but the dots never align. Your current agency sends you a fancy report but you have no clue what it means... That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands. "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit 

Wouldn't it be nice to know exactly how car shoppers move through the buying journey? In this episode, Lissette Gole, Head of Automotive Retail at Google joins the show to walk through key insights from Google's most recent car-buying research.Paying attention to the customer experience and journey is hands-down one of the most important things for car dealers to focus on in 2021 and beyond. If not, you're missing out on a massive opportunity to stand up and stand apart from the competition. Listen as Lissette shares her best advice based on the most recent Auto Dealer Guide.  Noteworthy topics from this episode: 4:18 - What is it like working for the biggest companies on the planet? 6:19 - What does Google use to understand customer behavior? 8:47 - Google isn’t a Goliath to be feared. 10:07 - Consumer expectations grew by 10% towards online retailing. 14:04 - What are some things you see that dealers should be considering today? 17:50 - Understanding what actions people are and are not taking. Thesis-based testing. 21:02 - Google’s guide is a great foundation to start tailoring those strategies to your specific dealership. 25:39 - What were some of the biggest “Aha” moments you have experienced after reading the guide the first time? 28:00 - What are some encouragements you have for dealers who would like to increase their presence on YouTube? 31:01 - What can dealers do to leverage new buyers and segments entering the market? 33:24 - Google Search is still the #1 tool people use to find the information about the cars they want to buy.  For complete show notes and resources visit: https://www.thedealerplaybook.com/lissette-gole undefined You've tried so many different things with your marketing but the dots never align.  Your current agency sends you a fancy report but you have no clue what it means...  That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands.  "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors  Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

Branding is one of the best ways to scale your reputation, but we must decide what reputation we want.  Are we the car salesperson who forces customers to hold up the "You should be here" sign because everyone else did it, or is our reputation built on something more authentic? The best we can do is be the best version of ourselves, something that many get wrong when they try to follow the crowd.  "I would be a really crappy version of Glenn Lundy, or Michael Cirillo, or Brian Benstock. I'm not wired in the ways they are. I need to be a version of myself - to be myself." When we let go of what others do, and build a brand based on what we do well, the business opportunities grow. For complete show notes and resources visit: https://www.thedealerplaybook.com/paul-j-daly   FlexDealer You've tried so many different things with your marketing but the dots never align. Your current agency sends you a fancy report but you have no clue what it means... That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands. "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

Branding is not a logo or your marketing efforts or the fancy showroom you just updated. It's so much more.  Paul J. Daly, the founder of Congruent and the Automotive State of the Union, explains what a brand is and the power it can harness when done properly. He shares his wisdom about how your dealership can build a brand that drives sustainable growth. Noteworthy topics from this episode: 3:10 - Why building a personal brand is more important now than ever? 5:40 - How do you create clarity for yourself? 10:04 - How do you overcome imposter syndrome? 14:24 - What are some actions professionals in the car industry could be taking today that can provide them more clarity? 18:30 - How do you get comfortable and stop asking for permission?  22:12 - Why isn’t it ticking? Because nobody knows you! 25:02 - Am I starting a conversion, or am I just making a statement that nobody knows how to respond to? 26:50 - Start with what can I give, instead of what can I get. 32:04 - Competing in your locality.  For complete show notes and resources visit: https://www.thedealerplaybook.com/paul-j-daly  FlexDealerYou've tried so many different things with your marketing but the dots never align.Your current agency sends you a fancy report but you have no clue what it means...That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands."Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter MotorsFind your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

In a last-click attribution model, whoever drove the lead gets the credit for creating it. To date, that's how most 3rd party vendors have tried to validate their worth, however, the model is flawed.  Listen as Bob Lanham, Head of Automotive at Facebook, shares how the largest online retails map their media buying. You'll also discover how they attribute leads and marketing results more holistically rather than focusing only on the last click.  FlexDealer You've tried so many different things with your marketing but the dots never align. Your current agency sends you a fancy report but you have no clue what it means... That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands. "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit 

Bob Lanham is the Head of Automotive Retail at Facebook and shares his best advice about creating a full-funnel, omnichannel marketing strategy for your dealership. It's not about running a few Facebook ads or Google ads with a dash of Tik-Tok - Bob speaks to the importance of how one channel will drive awareness to another channel. Vroom is a perfect example of how Television (channel 1) drives awareness to the Website (channel 2), which can drive awareness to social media (channel 4), and so on.Not only that, Bob shares his counsel about addressing a full-funnel, from top to bottom, where most dealers concentrate most of their budget on low-funnel (decision) opportunities. Topics from this episode: 4:10 - What do you believe dealers are not utilizing enough of when it comes to marketing on Facebook? 9:16 - How do I turn traffic into leads? And how do you measure all of it? 19:07 - You need to spend money on testing different marketing channels. 23:11 - Start telling your potential customers about what they don’t know and why they should buy from you. 30:04 - Are people prepared to pay a premium for customer service and/or convenience. 32:20 - Change your mindset from the thrill of the sale to the thrill of the experience. 36:10 - People are looking at $60,000 purchase the same way as buying a cell phone. For complete show notes and resources visit: https://www.thedealerplaybook.com/bob-lanhamFlexDealerYou've tried so many different things with your marketing but the dots never align.Your current agency sends you a fancy report but you have no clue what it means...That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands."Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter MotorsFind your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

Chris Gronkowski shares his wisdom about going from team member to team leader. While he pulled many valuable lessons about business during his time in the NFL, he admits that leading a team and being a member of a team are two very different disciplines.  Maybe you were just promoted as a team leader, supervisor, or manager at your dealership and you're curious what you can do to grow your business and team. Listen carefully to what Chris shares about how to become a leader at your dealership. For complete show notes and resources visit:  https://www.thedealerplaybook.com/chris-gronkowsi FlexDealer You've tried so many different things with your marketing but the dots never align. Your current agency sends you a fancy report but you have no clue what it means... That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands. "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit

Former NFL Athlete, Chris Gronkowski, knows a thing or two about competition. Having played for the Dallas Cowboys and Indianapolis Colts, his wisdom about going "all in" has direct application to business.  After his NFL career, Chris founded a promotional product company that would be well suited for dealerships! ICE Shaker produces kitchen-grade, stainless steel insulated bottles that are fully customized to meet business needs. He pitched the company on Shark Tank and now shares the parallels between professional sports and starting a company from scratch - both in highly competitive arenas. 4:13 - What are the most common misconceptions people have around NFL players? 9:20 - Did NFL training help to set you up to be more successful in business? 12:04 - Do you find there is a difference in how you have to coach in a professional or athletic setting? 15:16 - What led you in developing IceShaker and enter into such a competitive market? 18:01 - What is your process to turn a business idea into reality? 27:16 - Is ego the enemy in business? 30:45 - How did you go about building your website? For complete show notes and resources visit: https://www.thedealerplaybook.com/chris-gronkowsi  FlexDealer  You've tried so many different things with your marketing but the dots never align.  Your current agency sends you a fancy report but you have no clue what it means... That's why more dealers are choosing to partner with FlexDealer. They're the creative marketing people behind some of the auto industry's most envied brands.  "Flex takes an approach unlike others I've ever experienced, and I can honestly say that I trust you guys. It's a strange and wonderful feeling! Being on a team with them and knowing they are in my corner jacks up my confidence and ups the fun factor of the car business. I'm so grateful! - Aaron Lange, Lange and Fetter Motors Find your best opportunities to grow with FlexDealer's free, immediate website audit. Visit www.flexdealer.com/website-audit  

Whenever you hear someone say "email marketing is dead" think again. Erik Huberman, founder of Hawke Media explains that email marketing open rates have remained the same for the last several years at an average of 15%.  Contrast those numbers to your current ad performance, and there is a chance that your emails have a higher chance of being opened and read. That's only half the battle, however. It's one thing to have people open your emails, it's another to make sure the quality and messaging align with your overall marketing strategy.  That's where many dealers fall short. Email is another avenue to blast promotional messages rather than a place to keep the conversation with customers open; to build relationships of trust. Does email marketing still work? Listen to what Erik Huberman has to say. Access the full show notes, timestamps, resources, and more at http://thedealerplaybook.com/erik-huberman  Have questions, comments, or feedback? Drop us a line at michael@thedealerplaybook.com!  Connect with Michael Cirillo on LinkedIn: https://www.linkedin.com/in/michaelcirillo  PureCars Support the show by checking out our sponsor over at www.purecars.com   They provide powerful resources that are helping dealers supercharge their sales volume. Whether you’re looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach. PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Erik Huberman is the founder of Hawk Media, the fastest growing marketing agency in the United States. He shares the ins and outs of what dealerships should consider when developing a strategic marketing plan.  The retail auto industry has glorified marketing like it's the Savior to all business challenges. From websites and SEO to email and content marketing, there has always been a solution or provider that professes the solution.   Marketing is more about human connection, and conveying the right messages at the right time in the buyer's journey. The tools available are just that; tools.  Topics from this episode: 2:49 - What has been your journey like starting Hawke Media? 6:08 - If you want to grow a business - you need to be a good person and understand the importance of service. 9:10 - Marketing experts are setting businesses to fail to scale their businesses. 12:13 - What tools do I already have in my disposal I can use to it’s fullest potential? 13:40 - Filtering qualified leads over trying to sell to anyone. 16:20 - Mistakes businesses make when it comes to email marketing. 17:55 - Finding friction points in your sales process. 19:45 - Process to support buyers who will never purchase a vehicle online. 22:01 - How do you navigate everything you could do to grow your business to the things you actually should do? 24:28 - What leaders should focus on that can directly impact the business growth? PureCars Support the show by checking out our sponsor over at www.purecars.com  They provide powerful resources that are helping dealers supercharge their sales volume. Whether you’re looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach. PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Get the social media cheat sheet here: https://www.thedealerplaybook.com/melanie-borden   Selling more cars comes from building relationships, not talking about how you sell cars. It can be easy for car sales professionals or service consultants to only talk about what they do for a living. Melanie Borden shares that the best way to sell cars is to focus on building the relationship first. Social media is one of the best tools to make that happen these days.  Once you have an understanding of who your customers are and where they shop, it is easier to get to know them and speak about topics they care about. Doing this will remove the default action of only posting about what you do for a living. PureCars  Support the show by checking out our sponsor over at www.purecars.com They provide powerful resources that are helping dealers supercharge their sales volume. Whether you’re looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach. PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Melanie Borden, VP of marketing at Celebrity Motor Cars, shares her wisdom about getting better engagement on social media and growing your profiles in simple ways. Her social activity and rapid growth have helped her get the attention of multiple media outlets as a feature in articles both inside and outside the retail automotive vertical.  Get the Social Media Cheat Sheet and discover how you can take your social media engagement to a whole new level: www.thedealerplaybook.com/melanie-borden  PureCarsSupport the show by checking out our sponsor over at www.purecars.com They provide powerful resources that are helping dealers supercharge their sales volume. Whether you’re looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach. PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Maybe you have a few videos under your belt and your looking for more video creation tips or a process that will scale, remember that you also need to keep focused on why you are creating content to begin with. Keeping focused will help you remain consistent even when you feel like nobody is watching or listening.Support the show www.purecars.com PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Adley Stump (aka ADLEY TV) is best known for her fun-loving Facebook video content that generates over 180 million views per week. If you're on Facebook, chances are you've seen one of her videos. During this podcast episode, you'll learn more about how Adley got started producing videos and some tips to help you create more engaging video content. If there's one thing for sure, it's that Adley has the video creation process dialed-in at a scientific level. Topics from this episode:4:35 - Why did you even want to get started doing what you are doing now? 7:28 - Going through the process of not knowing what is going to work. 10:08 - See life as an experiment, keep trying new things and improve.  16:17 - Creating the “you are on of us” feeling. 25:31 - How others can get started in content creation? PureCarsSupport the show by checking out our sponsor over at www.purecars.com They provide powerful resources that are helping dealers supercharge their sales volume. Whether you’re looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach. PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership’s true profitability potential.

Matthew Mottola, the author of The Human Cloud, shares his vision for the future of work. We discuss how the pandemic has accelerated performance or outcome-based work and how employers should focus on remote and independent workers to offset traditional employee costs.  Matthew is a leading expert on the freelance economy, working with companies like Microsoft and Upwork to develop the Microsoft 365 freelance toolkit. His insights will help augment or supplement internal teams to expand their bandwidth and get more done efficiently.  PURECARS Support the show by checking out our sponsor over at www.purecars.com    They provide powerful resources that are helping dealers supercharge their sales volume. Whether you're looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach.  PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership's true profitability potential.

What would happen if you had to pay your customer $100 every 10 minutes you go over a 45 minute vehicle delivery? In this minisode featuring Tony Whatley, we explore the idea of incentivizing customers as an accountability mechanism within the store.  "I'd only shop at dealerships who did that!" What's the point? It's not DPB vs. Dealer - it's to help shift the thought process around how we can create better customer experiences. It's about exploring what it takes to create an experience that brings people closer, rather than farther away. It's about taking these ideas and exploring them through the context of your circumstances. PURECARS Support the show by checking out our sponsor over at www.purecars.com    They provide powerful resources that are helping dealers supercharge their sales volume. Whether you're looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach.  PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership's true profitability potential."

Tony Whatley is a business mentor, speaker, best-selling author, and podcast host. He is best known as Co-Founder of LS1Tech, an online automotive community that grew into the largest of its kind, with over 300,000 registered members. In this episode, Tony shares his wisdom about what it takes to scale the dealership business and the steps you can follow to see tremendous results. PURECARS Support the show by checking out our sponsor over at www.purecars.com  They provide powerful resources that are helping dealers supercharge their sales volume. Whether you're looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach.  PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership's true profitability potential."

David Wood shares five tips that will accelerate your growth and help you get focused results quickly.  1. Create clear annual goals - These are goals that you want to achieve within 12 months - Set a revenue target, time off, personal, family, spiritual{ 2. Refine your goals to 8 weeks - What can you achieve eight weeks from now that map to your annual goals? 3. Refine your eight-week plan to 7 days - What objectives must be reached this week for you to accomplish the eight-week target? 4. Book a CEO date with yourself - 20 minutes per week - Book it in your calendar - Celebrate your wins - Look at the eight-week goals and choose what you care about for seven days 5. Wake up knowing what's most important - Set the alarm at the end of each day to ask yourself: If I only was allowed to do two things tomorrow, what would they be? - Are you willing to do those two things rather than getting scattered? - What will most push the needle? PURECARS Support the show by checking out our sponsor over at www.purecars.com    They provide powerful resources that are helping dealers supercharge their sales volume. Whether you're looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach.  PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership's true profitability potential."

Over the last 20 years, David Wood has helped individuals and companies focus on what matters, get there faster, and be extraordinary. In this rapid-fire session, David explains five ways that your dealership can tackle your biggest challenges, get more focused, and stand out in the market as a clear leader. PURECARS Support the show by checking out our sponsor over at www.purecars.com    They provide powerful resources that are helping dealers supercharge their sales volume. Whether you're looking to increase market share vs. your competitors, turn inventory faster, increase ROs or expand reach.  PureCars is offering DPB listeners a free digital strategy analysis so that you can unlock your dealership's true profitability potential."