Fixed Ops Feature LIVE in Vegas at Digital Dealer

Sean Kelley was gracious enough to stop by our booth at this year’s Digital Dealer conference and give us takeaways from his session “eSelling in 2019: The New Road to The Sale,” as well as what Car Motivators does for its dealers.

Sean says his goal is to align sales people’s expectations to the new way of car sales. The traditional Road to The Sale is about one-third of car sales today. The rest is based on what happens before and after the sale with the customer and it’s crucial. With all of the tools available for the modern-day salesperson, the game has changed. Sean coaches on how you can now:

  1. Cultivate a digital relationship with clients.
  2. Attract the type of customer you’re looking for.
  3. Setup an environment for the client before they reach the dealership. Even if that is just letting them know about the car they’re interested in.
  4. Keep that customer loyal with continued communication through a variety of outlets.

Sean’s coaching company, Car Motivators, helps “Automotive Leaders achieve results through people and technology. We make sure that [dealers] are maximizing potential through the people who are already on [their] team and the technology that [the dealer] has already invested in.”

Sean does this in a number of different ways. Starting with creating an ideal work culture valuing:

  • Communication
  • Alignment to the direction of the company
  • Value of people
  • Clarity around expectations

What is the difference between training and coaching? Why does Car Motives focus on coaching?

Sean explains that training only gets you so far and has a glass ceiling. The teams highest to the lowest performers can be trained, but without coaching and someone watching them interact with customers and managers from the sidelines and being able to catch the blindspots we all have; training alone won’t get the optimal results.

Sean also touched on the fact that dealers have to start getting their silo departments working together. Service and sales need to be working together. F&I and Service are the opportunities right now.

If you are interested in learning more about capitalizing on your Service opportunity, contact us below!

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Julie Branum

Julie Branum

Julie has a decade of experience in the car business and marketing specifically for manufacturer dealerships in the U.S. Utilizing best practices and her background in design, Julie believes in presenting and converting dealerships online visitors into high RO Service and Parts Department customers.