Scott Dube: Dealer Speak
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Transcript of Scott Dube: Dealer Speak
Dealer SpeakScott Dube
Page 63
Dealer SpeakThe next language you need to learn to get your ideas
across and get the credit you deserve!
Scott DubeDealer Principal
President MSADA
Facebook.com/ScottDubeTwitter @scottdube
About me• 2nd Generation• Multi Franchise• President MSADA
@scottdube
What’s all of this got to do with the car business?
• In aviation we had our own language.
• Another example might be the checklists we used.
• If you’re not the DP or GM• If you get frustrated with these two• You need to learn a new language
•Dealer Speak!
Boss I have a great idea!
Dealer Speak Glossary
• Gross• Gross Retention• ROI• 66:1 in a 2% business • Net• Nut
Here’s the problem
• We don’t get to keep all of the gross!• Variable Selling Expenses– We pay sales people, F&I , floor plan interest,
delivery exp.– That comes in at 25%-30% of the gross
Salaries & Wages• Then we pay all of the other nice support
folks around the store– That’s another 30%-35% of the gross
Fixed Expenses• Things like Rent, Repairs, Utilities etc.• Another 10%-15%
Semi Fixed Expenses
• Advertising, Training etc. 30%-35%
Add it up!
• Selling Expense 30%-35%• Fixed Expenses 10%-15%• Semi Fixed Expenses 30%-35%• Best case 70% of the Gross• Worst case 85% of the Gross
Don’t Give up!
• Bullet Proof your pitch– Yes, you are selling your idea!
• Use low ROI numbers and then exceed expectations
• Kick Ass Idea Profit/Loss DannyBenites.com • PRACTICE!!!! PRACTICE!!!! PRACTICE!!!!
Elevator Pitch
• Make them care, WIFM• Make it easy to identify with• Make them want more• Call to action/Sell the appointment• Don’t seem scripted• PRACTICE… GET FEEDBACK! PEER REVIEW
ROI
• Figure out the Expense.• Figure out the Gross.• Figure out what’s in it for the Dealership.• Tell them it’s conservative, make the case!
Income
Expenses