Interview With Automotive Sales Consultant That Sells 100 Cars PER MONTH - Millionaire Car Salesman

[Music] [Music] Frank Creneti Piazza Honda Springfield but selling cars for 19 years are someone average 100 cars month all my teen years started okay so when you break markers when I say three years ago three years ago three years ago so you know last year was the first year I consistently got to 1200 year before that was a thousand year before that was nine hundred eighty seven which was my biggest letdown of my lifetime to hit nine hundred eighty seven my kids and my wife showed off with a cake and I said nine hundred eighty seven then I was like oh thank you so much and I just want to throw the cake against the law basically so I made myself determined that I was never gonna sell less than a thousand cars a year ever because it was that was a goal of mine to get there and then the year after I just you know bared down and you know looked at my numbers and we were about 80 percent weight of the year I'm like man I'm gonna pace to do 100 month we're gonna get there you know and we just we social media strategy I asked for help of social media anybody wanted to buy a car that helped out a lot and just dug in the CRM like you were just doing going through all my you know previous customers lease customers customers who could be an equity position that wanted to buy a car service customers I hit it from every angle to get there to get the machine flowing and now that the machines flowing I become more of the hunted than a hunter it's more I'm just you know 10 15 times a day my phone dings and rings hi Frank I am or Frank I'm sending over this person to you so it's more just managing my time to get with all these people every single day to keep the keep the machine rollin at this point here so Dean what question do you have for Frank oh my first question is you I don't this year I have a he's a valet now but he used to be a salesperson but he wasn't really good at sales but he's a very very people like him he's a very is a really nice people person so I have him a lot of cars I like to actually go over the cars myself when I have time believe it or not and you're looking at me like that I have a ton of time left in a day the hundred cars that I'm doing right now is I want to say it's a disappointment to me but I really need to step my game up 2019 and go on forward here to get to the levels that I want to be at that I think I should be at so for the people that are sitting around saying how do you have time to do that I sell 15 cars and I don't have time dude that's I was absolutely cuz I have extra time in my day all I do is make my figure out a way to make my process is more more efficient so do I have an assistant no do I change every tag and guess every car and bring every car to detail myself absolutely not that would be a waste of my time so you know I delegate out stuff to the valets the lock guys it's one of the good things that our dealership do they staff us with lock guys I think on a Saturday we'll have four guys there you know during a week we always have three four guys there so I usually pull on one guy and he's able to help me set up bluetooth go over car stuff like that if I have four or five six people there you know all at the same time but to me you know that's important I'm in the car with somebody so I kind of like to spend it actually with them and then a lot of times I look these cars are so technical anymore I like to invite everybody back after driving it for a week or two that really endears empty that actually makes them feel like you really care because you do and most people won't come back but they appreciate the sentiment of you know don't just drive this car I never know what that button does come on back so you know I always make sure we invite everybody back if I don't have time I'll get somebody to help them you know go through the car and everything but do I have actual assistants no I sell every car myself okay perfect so you got a question as well just do you do you actually for media and advertising do you pay out of your own pocket for any kind of contest I started a drive for free on me years ago out of a frustration and not being able to get enough internet leads myself so I wanted to be able to close my ratios on referrals and repeat business was through the roof and closing rates on internet even though I was like the top dog was still only 20% so I was I was wasting the most of my time trying to close 20% of a customer base and I started thinking about him like mance is so stupid like I'm pretty popular people know me in the area I need to be able to get referrals so where do I get more referrals from so I started spending a little bit of my own money home I bought some big check and I started drive for free on me so he sent me a customer and I always send you the hundred dollar referral I made a big LUT started do my first live videos sending customer in I'll send you $100 at the end of the month if you send me a customer I just pull out of a hat we use a random number Draenor air boom you're number 32 you win we pay your car payment up to $1,000 so people get excited about that it was one of the ways that I started spending my own money to bring in my own business basically and then also going around to local businesses there's not many local businesses that I don't you know know or know somebody not necessarily the owners of the business because the owners of the business Monterey I'm gonna go back on this so specifically how much money do you invest in your own marketing not the biskits that's how much maybe a thousand I stood a thousand dollars a month rejected the late maybe a thousand dollars a month so you spent $1,000 a month yeah okay just the dealership give you any type of co-op money they give you anything budget on depend on around all those months or so okay my question though is this I respect that right but again every GM and here would turn around and take co-op money for the manufacturing right and so you're like a full-blown viewership guy do you think that you might be spite in yourself and not doing this you you're doing great I'm sailing why why wouldn't you want to go to your dealer and say look I can just get you like you could get to 120 cars 125 cars if they give you a small budget yeah why you don't want to do that I'm off shortly okay fair enough right archive so so that's one question now also on this talk to us do you have your own website I don't I use Facebook that that's my that's my website that's that's what everybody is I mean to me I rarely Google websites anymore I go through all my websites almost primarily on social media because that's what I'm on all day I'm on you know Facebook or whatnot I did start a thing we talked about a minute a couple days ago was a card tap or something like that which I thought was really good but I didn't utilize it enough I know you were telling me about another website build a brand that we're gonna probably talk about get into that I don't know much about but you know I hear good things to say is I'm gonna interview but I'm gonna give you a little bit of ice you should have your own website yes you are real dealership so let's see seas Piazza Honda for example why does Piazza Honda spend a fortune in digital marketing social media all that why do the white why don't need to because they have Honda because they're not Honda right so you you're not a Piazza Honda you mean you're like a franchise of Piazza Honda a big franchise like so in my opinion you could turn around and probably get another 30 or 40 cars not by yourself but if you had your own website you have such a platform a huge base right then you're driving all your traffic everything that the dealership does or they should do I would do I would replicate yourself exactly how ideal is that dad as I'm paying these third-party websites for leads we are I'm generating my own leads so my cost per sale is probably the lowest in the nation because most of my stuff is all self generated repeat referral customers after a while people you you you declare yourself the expert you proven your confidence that you are the expert in your industry and people rely on count on you they don't really shop you as much they don't they trust you you're going to be have a fair deal for them and if for the dealership that they're willing to have that give-and-take for you so you know people say no you give numbers out he gives numbers yeah I give numbers at it they're not always the lowest bottom line number but I'll give the number up front and because people want to do business here you know I don't turn buyers in the shoppers and I feel like that's a lot of times what we do we turn people that actually really want to buy a car and just want to make it easy not everybody wants to shop and you know drive around so I I just always give out the number that I feel like is the best number for our dealership at that point by market value and doing everything that the customers doing looking on TrueCar looking on everything so I always say trust but verify so trust some you know always take carrier but we always verify if you have any questions here's the here's all the third-party websites all right they're already out there so if you if you're if you don't know what the numbers are already then why would I want to come to you you know so make sure that you know your market and what you're trying to where you're trying to sell what the price is already [Music] so you know just just there to rip and roar and you know sell cars and go out and and and have fun and it was like you know unbelievable money you know right from the gate so you know you're 20 years old my first year I started March I made 80 grand my first year and I started March you know so I was going out every single night and going out every single night I would make sure that I told every single person what I did so I see a lot of these young guys they come in and they have this unbelievable platform of five thousand friends and and YouTube and snapchat things that I don't even know about but yet the people that they're friends with on there don't really know what they do and that's I said this earlier that's their fault to me I wasn't I was out every night I was I was taking credit applications on napkins from people obviously that's you know not the right way to do things nowadays but you know back then I mean your your you know your your your telling the people that talk to a lot of people people that cut your hair they talked to a billion people every day your bartenders people you tip the people you want to do business with what your business is too because then they're gonna want to reciprocate and send you business so I was trying to insulate myself from the beginning of just getting referrals from everybody and letting everybody know you know what I did so you know and and to be confident in what you're selling you know I have brand loyalty you know talk about Honda's why they're a best car know your product you know people ask you a question chances are they probably already know the answer they're almost trying to see if you know the answer to it anymore is the way that I feel so you have to really know what you're selling and you know don't BS anybody because if you do they're gonna find out and then you lose all your credibility as basically what it is but from the beginning you know you just just started out like that and progressed got into the internet department start doing internet leads closing internet leads got taken off the internet Department which was actually a blessing in disguise because instead of trying to close leads if I'm Auto buy tell or whatever it was back then that we were trying to get and these credit union leads that we get faxed over back in a day I was just trying to figure out a way to get my own my own lead so through that progression just kept building building building and then I learned to be a master at leasing how to explain a lease to somebody how to actually take them from a customer who would buy and keep a car mr. Smith would buy a car and he would end up keeping the car paying a higher payment for three and a half four years just to say he owned it well when I tried to figure out how do I explain the lease to this mr. Smith so he explains that I just sit down and write so mr. Smith you you're you're buying a car to see that you would possibly have equity in three or four years to have a down payment to pay a higher payment every single month just to say you owned it and you never actually had the title what if I could show you a way where you could take your equity upfront by leasing the car saving yourself $100 a month over the next three years is actually thirty six hundred dollars so you're taking your equity up front rather than gambling in four years when you come to trade the car and you're gonna have four thousand dollars in equity so it made sense to a lot of people you can actually put it on paper and show them rather than just here's the lease option here's a buy option well I always buy because it's a fear of the unknown they don't they don't know and I'll explain it on the benefits of leasing and walk them through why you know at the end of a lease you're not gonna get crushed by Honda some manufacturer different Honda wants to keep their customer base happy so they have like the lowest fees and turn in and you know nickel and diming at the end of the lease so that was one of the ways that I can insulate myself too I know every single month there's 12 leases coming out this month these are the people I can pull forward and just keeping leasing so leasing was one of the ways that I really to build that funnel of customers every single month to get to the level of probably you know 40 cars and then you know my nickname for a while was 50 you know and that actually got to me I don't want to be the 50 car guy I wanted to be you know sell more cars and it was an all it was probably August we were still at my store in Drexel Hill we moved our store about four years ago I was still at my store in Drexel Hill and it was August and I ended up selling 88 cars that month and that was probably like my absolute proudest moment I'm like paying 88 cars and just from there just just started building just figuring out wow I'm getting and from that 88 cars probably 70 70 of them were referrals and repeat customers so I wasn't taking actual ups from the floor I wasn't taking exorbitant amount of internet leads to get to these numbers I was actually doing it on my own so I was a self-generated business at that point I mean let me just touch on something here because we've got some clients I think they had to fly out or happy that were from Kansas Kentucky but I'm gonna say this right now most people that are not in the Northeast do not least like we do down south I've got clients good stores then have a 25% of these penetration where there's people in here that have a 73% we spent efficient Dean what is your least penetration and what was 70% also this is really important a hundred car guy just basically said that leasing was a key strategy so if I was ever been in this room guess what I'm gonna ninja learn how to lease the out of things now what's your least penetration at Oklahoma City just out of curiosity what percent see kill yourself right that's why I feel already different again they say to me is it oh it's different over here it's different because you choose to allow to stay the same I guess blockbuster said the same thing to Netflix no they didn't want to watch videos online ninja exactly man brother you're the people that have a low lease they don't have the skills the word tracks and they don't believe in the leases because they've been they've been sold they've been spotted by their customers that leasing don't work around here until you have a real sales professional sell them that's what's called sales I'm not asking for the lease sell them a lease and then question for you for Honda if you got a 36 month lease don't they pull that programs paula zahn so now you can pull people out and you only need to pull ahead programmers most of the cars the residual is set lower than what the actual value of the vehicle is so before they even had all these data mining programs I would actually go into my Honda interactive and I would pull out all the lease and customers orphan customers that nobody cared about you know back in the day and I would go through and figure out I had access I you know got the managers past wear a gun in the Manheim and I would actually figure out roughly what these cars are worth man that 2008 Honda pilots worth 20 the buyout right now I go in figure out the buyouts only 17s $3,000 they're paying 450 so before they even had all this stuff that you should be utilizing every single day training your staff like that should be the ninja training like if you want to increase sales right away you need to professionally train them how to explain a lease that's show of hands how many people have the ability to do you use car leasing smart guy okay so there's a couple what bank do you guys use Porsche Financial okay you guys do this partly we do okay well thanks you guys American Honda doesn't every kind of a lie does a little bit a lie does a little bit yeah here's another because nobody's bitch mus a mu sa is a great bank that does use car lease and I have a lot of independent dealerships that utilize it what happens is that a lot of a lot of dealerships they only turn run on lease to the manufacturer I've got a company that it's Klein of ours called Auto flex leasing in Richardson Texas they are 300 car independent dealership they're leasing and they also won like an idea they won the national vehicle leasing award they are beasts they average four G's a copy that's the other thing that leases that because they're not invoices they're residuals and money factors you could actually make more gross with Lisa and you don't exactly wait for like almost a decade you're never gonna see them again if you are in such a negative equity position but that's not doing the right thing for the class so let me do my trainer trainer stuff but what he's saying though because we turn on don't have strong training people we gotta turn around and just turn around and try to sell it for so we can move a unit and then that's how you get into the 72 months biases and then you don't see them for a very long time but if you invest in developing your people and diversifying their ninja skills their MMA skills you'd be able to turn around and obviously be able to make more money and have it back the best their turn on your people because it is a 32 division said yes the big picture is that the most important thing yeah I was right what is your influence like a dealership number it's like how do people respond and react to you do they try to no no yeah I mean I I sell 100 cars a month but I probably close I would say probably 120 to 130 deals a month between what I help sales people say actually even getting involved in some deals getting involved and they call me the dr. Phil of the car dealership sometimes you know it's because you know I'm more of a problem solver and I like to be involved I can't stand by and listen to somebody say the wrong thing and and let it go like that's just not in me even though I have no financial gain by by helping them it's just I have to be involved so people are like man everybody the dealership must hate you they really don't like their you know they they might get upset when they're not selling cars and you know and everybody know world's coming in ask for Frank but for the most part I'm there to help and you know a lot of the guys try to utilize me I should be probably doing some more training within the organization that you know we're still in some talks and try to try to get through but I help everybody and I'll even go over service just you know talk to a customer who's unhappy and it's not even my customer I just don't want to you know don't want that negative connotation about the dealership online because that's a direct reflection on me so I have a really good working relationship with all hundred and fifty-three employees so people say do I have assistants no but I empower all hundred fifty three employees to do their job and if not I hold them personally accountable I mean I've had you know I praise service a lot and I blow up on service a lot because they handle things the wrong way and to me that's a direct reflection on me so if there's a problem with one of my customers and I don't know about it I'll lose my mind like I want to be involved from cradle to grave from from everything to you know they're pissed off at they had a we for an hour for an oil change or you know they have a Toyota and our service forum doesn't want to look at it because it's a problem they'd rather send the Toyota absolutely not bring the car and I'll bring in the Toyota I'll have some one of our guys bring into it I don't want anybody out of house at all so I have a really good relating relationship with pretty much all all so if I understood you said not only you sell a bunch of cars you're a mentor role model problem solver and you close the other people's deals and all sorts of stuff yeah I don't actually go up to you and taking you to other stores you're not getting out of your life it just takes actually my numbers right there no so I could if I wanted to I have a sales manager there that's he's a ninja it's like I was in the I was in the restaurant business before I was in this business and we were a busy busy busy pizza shop we'd deliver you know 150 200 pizzas on a Friday night between like three guys so you had to be able to talk short order at everybody this guy same thing he was in a restaurant business so it's like I could walk in order you know three cheesesteaks two whiz one without need fries two cokes boom and I come back in 36 seconds and it's already served up for me ready to go on a Saturday I'll go in there tomorrow I already have nine appointments for tomorrow for people either coming to buy cars picking up cars that's not you know the people just going to show up and people are gonna refer between tonight and tomorrow morning so tomorrow I plan to sell anywhere from 10 to 20 cars and you know we're able to do that because I do rely on my management staff so I utilize them and I hold them accountable as they hold me accountable so did Honda give you your own dealer code yes you can't walk around like congratulations for being successful that is what I'm very interested is up knowing you know what is your food routine if you can summarize it one day there's a couple there's a couple days a week that I'll wake up probably 5:30 in the morning I have an office off the side of my bedroom and I'll go sit there I'll make myself a double big cup of coffee I got this big Batman mug that I got and I'll go downstairs I'll put the cure egg you know two cups and I'll go to set upstairs and I'll make sure that I go through every form of communication that I have on my phone to make sure I got back to absolutely everybody it's vital to make sure that you're getting back to everybody like Shawn was going through that CRM today and like you know they missed a day like that blows my mind like if I miss getting back to a customer by more than by more than a day so I always within 24 hours I met I have to make sure I get back to everybody so I'll go through and I'll do I have dated top of my top of my bladder you'll say November 14th and that's the last time that I sat down and took at this time 10:30 so I know that I go back to I just scroll back through all my text messages all my instant messages go through and I write down just old school I write down on a piece of paper and just go through and take notes and that day as soon as I walk into the dealership I'm texting I'm facebooking I'm calling to make sure I'm highlighting crossing out people that are dead on there so don't keep following up with them or people I sold starts a whole new routine for me I make sure all my deliveries are ready for the day I know on a normal day I'll deliver of 4 to 5 cars a day so people are picking up or I'm selling four to five cars a day so I actually have my own finance manager that I just commandeered I basically made him my own finance manager and he really handles a lot of the paperwork for me now and it's probably been doing that a lot for the last year which has helped me free me up for a lot more so in essence I'm working a lot less than I have working probably four and a half-ish days now and still selling the same amount of cars people probably like you live at the dealership I've done that before you burn out you get to a certain level and you can't get past that you working hard is not the not the key working smart and having the right processes is the key to be able to get there so morning make sure I can get back to all my everybody that got a hold of me in any form of communication messages emails TExES Facebook Instagram whatever it is all your sales pitch will be should be able to do that check everything emails and emails are probably than my least form of communication I don't get many emails unless it's an e mail place that was sent out and people are just you know responding back to me get that a dealership get all deliveries ready I don't get caught up in to water-cooler talk yes I'm the biggest Eagles fan on the planet I walk in I'll talk about it for a couple seconds I don't want to be talking about it at two o'clock in the afternoon about the Eagles I'm not there to talk about the Eagles you want to talk about the Eagles call me on a Sunday or come down to the game there we'll stay outside we'll tailgate is there times they just you know mentally unload and sit around and talk for 15 20 minutes absolutely but at some point you got to check yourself okay great I'm not doing anything to be productive right now why am i at work I'm missing my family I need to get back to doing what I do so make sure all the deliveries all right getting back I've been really recently concentrating on getting more of a web presence by asking Mike customers directly through a text message with a link the doer review for me you had a good experience please go on do a review for me we have a system from dealer rater that posts two cars comm post Auto Trader calm and from doing that now I'm actually getting requests from people to actually see me as a salesperson so I already sold three cars this month used cars that from cars calm or auto trader I think opposed to and they actually send the lead in and there's a spot on there to request a certain salesperson so just like I go into this Mexican restaurant we love this restaurant every time I go in I ask for Oscar Oscar is the best he you know the kids love him he comes over he's always got a store he wants to talk to us hang out or buy us a beer every once in a while they'll go in sometimes the Aster Oscar like I'll be 45 minutes frame like no problem set the bar we'll hang out so you you want to make sure that you're having your name out there so that you're distinguishing yourself from the dealership as a salesperson yeah Piazza is great but I don't need them to come in and ask for Piazza I need them come in and ask for Frank Renee Dee so that's part of my day just making sure again get back to everybody and and follow up and keep prospecting so yesterday when it was snowing I was watching about six or seven guys just sit around and do nothing but watch snowflakes all day like it was a snow globe and all day I pulled five deals out of thin air just by going through the CRM pulling people forward and their leases and some equity positions and nobody was in the showroom so I sold five cars without bring on one person into the showroom just by giving them the opportunity to be able to pull out of their car early so a couple those people are picking up today tomorrow although people are picking up next week but I just pulled deals out of thin air just because there was nothing else going on so I'm not going to sit around and be idle all day listen yeah well asked question welcome what would this Frank 100-car Frank tell a new frame coming into the business what would you tell me something yeah that's a great question so treat this like it's a profession and not a job so you need to hire people that obviously if you're hiring younger people they're not always the most mature people but you have to let them see the long term goal of what this actually is and there's so many people to come in they always say I want to be you but they don't know what it actually took to be me the dedication that it took to actually get to this level so you got to make sure that you're dedicated this is something that you really want to do this isn't you work here and then you go bartend at night to make an extra or two hundred bucks you can make an extra 200 bucks by selling half a car you know so you need to really treat it as your profession and not as just a job or something that you're doing for the time being so if you really truly want to be successful at this business it has the most fruits I think of any business anywhere that you don't need a college education you don't need to pay student loans for you don't need to pay your dues for you can get in and nowadays when I started didn't have social media so it was harder to get your name out there I actually physically went to body shops I went to insurance agents that we're trying to give me to give them business well the only way I was going to give them business I didn't want their 50 bucks or their pretzels or whatever they were bringing every time I want it whenever incent mine anytime somebody called for an insurance quote in a car the car's totaled looking for new car great we have a guy over at Piazza Honda we work with he actually we have a buying service program with him just making it up to a buying service program with him just give him a call here's his number I'll shoot you some numbers over the phone even if you don't buy a car for him it's a great resource to have for any questions or whatnot you might have in your car buying experience so that was one of the ways that I was able to get a lot of leads that weren't coming through the dealer rater the the auto traders the the buying services is to actually get out there your name out there and it's so much easier now with social media to let people know what you do so that's the number one thing all these people I'm telling you to keep requesting me I click on their Facebook page I don't even know if they're in the automotive business I don't know if they're a bot I can't tell almost what they are because they don't they don't have any content on their Facebook page they don't even have where they work what they're currently doing they don't have a picture of themselves they have a you know picture they're their kids or a picture of just like a random building or just some nice scene well how does that endear me to saying okay y'all want you to be one of my 5,000 friends at dozen so definitely get your name out there social media treated as a career if not a job but there's some of the things that I would have told myself you know back in the day yeah it's that not crazy impressive her and I give the man a round of applause [Applause] [Music]

Channel: Sean Bradley

Views: 12,027

Rating: 4.8961039 out of 5

Keywords: automotive sales, car dealerships, car sales, sell more cars, bdc, dealer synergy, trainer, make money, sales, digital marketing, social media, internet director development, frank crinite, piazza honda, sell 100 units per month, sell 100 cars, automotive sales professional, Sales Pro, how to sell cars, selling cars like candy bars

Id: vNNiXcFLjO0

Length: 28min 10sec (1690 seconds)

Published: Sat Nov 24 2018