LAS VEGAS — The 2024 Digital Dealer Conference and Expo kicked off with the keynote session titled Modern Sales Tactics and Strategies to Navigate the New Normal.
The panel of Brad Lea, global entrepreneur and host of “Dropping Bombs” podcast, Nelson Lyles, managing partner and GM, Withers Automotive Group, and Sean V. Bradley, president, Dealer Synergy, were on stage Oct. 8 offering attendees the strategies needed to thrive in today’s competitive automotive market.
For over over 40 minutes, Bradley, Lea and Lyles revealed their top sales tactics and best practices —from innovative recruiting and onboarding strategies to the use of international call centers and BDCs.
Case Study
Bradley noted the automotive landscape has shifted, and the days of record-breaking grosses have bred bad habits, . He cited such factors as inventory levels no longer being an issue while rebates and incentives playing a bigger role.
As a case study, Bradley noted the success of an East Coast dealership that went to 362 from 75 cars a month sold on the internet that featured six outsourced overseas that Dealer Synergy manages.
“It’s not your salesman on the floor anymore—it’s the guys who work in the back room making the phone calls to get to your salesman which is where the investment needs to be made,” he stated.
Key is the Right Training
Lea, founder and CEO of LightSpeed VT, the world’s leading interactive training system, detailed how his platform has empowered countless dealerships and industry leaders to enhance their sales, service, and overall performance. He stressed that training the right way to get results is key as well as integrating social media to boost sales.
“Training is about the right repetition and fundamentals. Most managers are not training their salespeople the right way, they are just exposing them,” Lea said. “Managers should be using taking the tactics of their best salesman” as their training model.
Community Connection
Lyles, after serving in the U.S. Navy for 20 years, transitioned into the automotive world, his leadership skills, strategic thinking, and dedication to excellence has lead to success. In addition to his work at with the group, he is the Chief Executive Officer of Net Profit Group LLC, where he provides expert consulting services to automotive dealerships, helping them optimize their operations, increase profitability, and achieve sustainable growth.
Lyles detailed how a key sales point at Withers Automotive Group is to connect with high contact referrals, such the owner of a barber shot. Additionally, he detailed the need to have meeting that is focused when managers are meeting with their employees.
“You need to have an agenda so that you are not wasting your sales people’s time; most dealerships do not have that,” Lyles said. “I have found limiting a meeting to 15 minutes is more effective as attendees will be more focused.”
Among the other takeaways from the panel were embracing cutting-edge tactics and technology to capitalize sales; and hiring strategies that will help build a winning team.
