Paul Sansone JR

Relationship Selling

Paul Sansone Jr.Dealer Principal of Sansone Jr’s 66 Automall

Paul Sansone Jr. Paul has been a dealer since 1985. He was

Director of Operations at Sansone Auto Network, a 26-acre complex including Toyota, Nissan, Hyundai, Mazda, Suzuki, and Lincoln Mercury from 1995 to 2009, and grew the dealership from 4,500 to 10,000 sales per year. Paul was also on the National Dealer Council for Mazda for 3 years including 2 years as President (1997-2001). Since 2009, Paul is the owner of Sansone Jr’s 66 Automall, which includes Nissan, Kia, Suzuki as well as an on-site accessory center, 66MVP. In 2010, Paul formed The PMB Group, a firm specializing in dealer-focused products and services.

Relationship Selling

Make the Numbers Work for You

By Paul Sansone JrDealer Principal

Sansone Jr’s 66 AutomallNeptune, New Jersey

Relationship Selling: Make the Numbers Work for You

Lead Source Closing Ratio

First Time Ups 9%

Internet Leads 10%

Be Backs 67%

Repeat Buyers 60%

ReferralsFriends, Family, Networking

55%

Source: Car-Statistics

Friends, Family, Networking

Who is Your Most Desirable Lead & Who Will Generate the Highest Gross Per Car?

Relationship Selling: Make the Numbers Work for You

Lead Source Closing Ratio

First Time Ups 9%

Internet Leads 10%

Be Backs 67%

Repeat Buyers 60%

ReferralsFriends, Family, Networking

55%

Source: Car-Statistics

Relationship Selling:

Best Results

Most advertising dollars are focused on

these

Unbalanced

• Lowest Closing Rate

• Lowest Gross Profit

• More Manpower Hours Needed

Lead Sources

Price Driven Relationship Motivated

Internet

Direct Mail

Television

Radio

Be Backs

Previous Buyers

Price or Offer Motivated

Referrals

Newspapers

What’s Your

Game Plan?

We Need to Focus on Balance

Price or Offer Motivated

Relationship Motivated

Be Backs

Previous Buyers

Networking

Referrals

Internet

Direct Mail

Radio & Television

Newspaper

• Higher Closing Rate

• Higher Gross• Higher CSI

Lead Sources

Price or Offer Motivated

Math discussionLead Source What is the average

cost per car for each media?

What percentage of your business comes

from…Internet

Direct Mail

Television

Newspaper

Radio

Be Backs

Previous Buyers

Networking

Referrals

If you don’t know, you can’t manage.

Choice of Advertising Dollars

Purchase 150 Internet Leads @ $20 each $3000

Closing Rate 10% = 15 deals

Gross per car @ $______________________

Manpower (Full time person can effectively handle 150-200 Internet leads each month)

$______________________

Salesperson Responsibilities: 1980

Salesperson

Met & Greeted Customers

Took Customers on Test Drive

Managed Negotiations

Delivered Vehicles

Followed Up on Unsold Showroom Traffic

Networked

Built Referral Base

Salesperson

Meet & Greet Customers

Take Customers on Test Drive

Delivery?

Salesperson Responsibilities: Today

Previous Buyer-Be Back Retention Products

• Data Mining including equity, end of term/lease, lower your payments

• Website Chat• CRM Tool• Content Management• Mobile Marketing: Text and QR Codes• Call Tracking• Trade-In Appraisals

Make Referrals and Networking a Bigger Part of Your Business

• 30% of purchasers have a family member who plan to buy a new or used car within 90 days

• 60% of purchasers know someone who will buy within 60 days• 71% buy because they like their salesperson• 40% higher gross on repeats and referrals

Source: Earn Over $100,000 Selling Cars – Every Year by Joe Verde

• Local community events: Hope for a Ride• Large buying programs for local businesses: example, Jersey Shore

Premium Outlets• Contact local organizations like PBAs

Organic Growth Stems from Salesperson

Salesperson

Neighbor

RA2

RA Significant Other

Service Advisor

SiblingChildrenFriend

Satisfied Customer

RA2RA2

RA2RA2

RA2

RA2

RA2

RA2

RA2

RA2

RA2RA2

RA2

RA2

RA2RA2

RA2

RA2

RA2

RA2

Give sales the tools to build their own business within my business

My Dealership Has the Tool to Make Networking EZ

• At my dealership, I developed and launched a product called EZ Referral Network* to make relationship selling EASY.

• Through the use of today’s technology the EZ Referral Network allows a dealer/salesperson to easily build a vibrant and active referral network– Smart Phone Web-Based Application– Personalized Websites, Mobile Websites, QR Codes and SMS Text

Codes – Mobile Wallet**

– Prepaid Debit Card*/Electronic Payment

*Patent pending

*Cards are issued by Citibank, N.A. pursuant to a license from Visa U.S.A. Inc.

and managed by Citi Prepaid Services. This card can be used everywhere Visa debit

cards are accepted.

My dealership has 1600 Referral Agents!

Salesperson

Referral Agent

Customer

BDC/ Dealership CRM

EZ Referral Network is a systematic way to: Get Referrals Track Referrals Pay Referrals

6 Months Results

• EZ Referral Network results at Sansone Jr’s 66 Automall:– 118 Deals @ $2400 gross = $283,200– 40% of all leads delivered– 1300 Referral Agents– Overall Business= +10%– August= +23%– Nissan Ranking 114 of 245 to 83 of 245

Nissan Motor Company Dealer Rejecter Study Report

February 2012 – July 2012

• 245 northeastern Nissan dealers• 11 Nissan dealers in district

Question: Why did Local Nissan purchasers not shop Sansone Jr’s 66 Nissan?

Question: Those customers who purchased from Sansone Jr’s 66 Nissan: How is it that you became aware of this dealership?

Nissan rankings :August year to date 2011, we were 118 out of 245 in the northeast region. In August 2012 alone we were 83 out of 245, which is a 30% increase.

District Rank Region

Avoided Dealership 51.2% 11 239

Rep’s comment: Acquired dealership in Dec 2009/ Prior dealer reputation

District Rank RegionRecommended by Friend or Family

29.6% 1 42

Rep’s Comment: Far above average; EZ Referral in action

Fundraising

• Organization signs up members• Members refer customer

• Members can earn $100 for every customer• Organization can earn $50 for that same customer

Salesperson belongs to organization

Organizations sign up their members and receive $50

Members can refer customers and receive $100Customers

Organization

Organizations: Millstone Elks BPOE 2613, Lighthouse of Deliverance, Jersey Shore Premium Outlets, First French Speaking Baptist Church, Word of God Church of FaithNew Jersey PBA Local 57, New Jersey PBA Local 251, New Jersey PBA Local 305, First Pentecostal, Family Promise of Monmouth County

Relationship Selling

Make the Math for You!