CGC Media & PSX Digital Introduce the rebrew of DealerCast 2.0 - Episode 5: What should you want your CRM to do?
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Hello, and welcome to dealer Cast two point oh brought to you by CGC Media and exclusively sponsored by PSX Digital, a moto X company. If you
want to consume more bruised or for more information, go to psxdigital dot com.
Let's get this conversation started. Let's brow what is going on? Car
guys and cargals. It'sluvermirezl the car Guy, and we are excited to be
hanging out here on this dealer Cast two point zero episode with the incredible dynamic duo. Let read Bruce and Jeff Louis and mister lu over here having some
fun. Welcome to the party. Everybody got a little late start, but
we're good to go now, Yes, sir, yes, sir. Gotta
appreciate all the technical difficulties that run into making a show like this happened.
But the great news is everybody, you can catch this on the podcast, and you can also make sure that you do get other people involved inside of this incredible session by tagging a car guy, tagging a car gout, and sharing it all around for everybody, because these have been some really great conversations that we've been having talking about how to honestly really undo some of the tied up and choked up thinking that we've had inside of industry by being able to really just have some great conversations about it. Larry and Jeff, you're always
really giving some great expertise on what it is that we are talking about and making sure that we do tie together our tactics with the right tools. But
this week we got a very special one which is gonna make a lot of people go, what the right because we have all of these systems, we have all of these things, and we have all of this lifestyle that we have that we're getting ready to say, wipe it off the table and let's relook at what's actually moving the needles. So Larry, help us understand what
is the subject of the day. What are we going to be brewing on
today, my friend man, Today is an interesting topic for me a long time ago, for I heard a guy say, and I wish I could tell you who a guy was that. The guy said, if it's eight
broke, break it and refix it. And I think we don't do enough
breaking it. And today we're going to talk about no more templates, no
more workflows, no more daily plans. If you're trying to figure out what's
going to happen today happens minutely and not even hourly. It happens. Today's
happening right now. The worst things are happening right now that we should be
following up and doing, even with the people on this call are on this podcast right the day happens. If you're trying to figure it out after the
day's ended, then you're in real trouble. If you're trying to figure it
out before the day gets started, it's going to all change. What was
it? Mike Styson said, everybody's got a plan until they get punched in
the mouth. So that's what happens to our CARGA has in car gals.
Every day they get punched in the mouth, and you've got to be ready to ready to roll with those punches. So we're to talk about why and
how these things don't work anymore. They just don't. So if I'm understanding
this, we're saying that the lifestyle that we've been trained and accustomed to having, where we deal with having so many different tasks inside the day, tasks by the way, that don't actually really get done, they actually impede us inside of our growth and make our sales pros and make our managers feel almost inadequate because they're never getting to the bottom of the barrel. They're never getting
to the end of the task list. Jeff, why is it that you
think that this is such an important thing for us to be able to start shaking minds up with I think interally, everything at PSX is based on real time information, real time connections, and everything happening in front of us now, not what should happen in the future. And even our dashboards and reporting.
Larry's a fan of not building pretty reports to make you feel good, but to give you actionable data today and barometers of hey, this is what it means in the moment and where it's going to lead you to get on top of it right now. I'll not look at it later today or tomorrow.
That's good. I think at the end of the day, for the
salesperson, they walk in and they sit down at their desk. If you're
in a dealership generally that's trying its best to run a process. Then you've
got a daily plan and your manager wants to go over your daily plan, and he's going to ask you what happened to this guy yesterday? What happened
with this guy yesterday? What are you going to do to call this person?
Did you call that guy? And you're going to Okay, I'm going
to say it. You're going to be read a little bit about it.
I'm right, you're gonna tell him a FIB I called that guy. Yes,
I know you're gonna. As a car guy, you've probably never told
a FIB before in your life, but you're going to now because your sales manager asks you if you call that guy, you're gonna tell me how you called it, but you didn't, and you're gonna tell you Yeah, that guy was a tire kicker, and you're gonna tell you that guy wasn't that that guy's not interested. You have no idea whether they are they aren't.
You haven't talked to him. I get it. I've done it, and
I'm not shocked that you're doing it. But the fact of the matter is
that the reason you're not doing or the reason you are doing it, is because you've got this compiled daily plan from yesterday and everything is changed from yesterday.
That customer. You don't know if that customer is hot or not.
You that customer may have submitted a lead on your website and prop may or may not be interested today because it's something that happened. They may or may
be more interested. And there may be another person down the line that you're
supposed to call that's far more interested. And you called them, and they
man and everybody, every salesperson in the on the planet, I don't care what you sell, has gotten this when they call the customer. Oh,
man, I wish you to talk to me about an hour ago, I just bought one. Well, of course I just bought one. I know
this is shocking that most of you guys probably don't run into this, but the reality is is that they this happens to other salespeople all the time.
So it's being that point to the one point too right, they bought somewhere?
Yes, yes, you've heard me say this before. The customer business
one point two dealerships. You just don't want to be the point to the
day. There's there's the recognition that Okay, we know this is happening,
this is how our so in that wold, what do we suggest to do and utilizing the technologies that we have, but also in re shaping the way that we think about being proactive about setting up our day, our week, our month right, because if you're able to set it up, it is going to crumble. And we're convinced that the magic box is telling us what
to do, so we've got to do it, even if it means we're just clearing the tests. When we are training dealerships, we do teach them,
Hey, if you have a CRM, you do want to make sure that you do complete the actual tests that you have or you clear you don't clear the massage send that you're going to start a different mindset that has to happen. What do you suggest that they do a total different mindset? Is
your CRM or whatever starting you out for the day should prioritize that based upon engagement, it should be looking at the customers that it should be able to see that has your customers been has this customer who I'm going to have you start out with do they have they been opening your emails? Have they been
opening your text? Have they been opened the dealership's emails? Have they been
opening to the dealerships text the interactions that the dealerships had with it, Has it been opening that have them been opening them? Have they been looking at
them. Have they been, have they been? Has there been engagement?
And the higher that engagement, the more of that in the interact, the more interactions, the more that engagement'st taking place. That's the highest customer,
So it should start out with that person, and then it should go even further looking at your website, have they been back, how many times have they been back? How many vehicles have they looked at? What vehicles did
they look at? All of that's important and that's why why when we first
built PSX, I didn't want to build a lot of people build one throat to choke to make it cheaper monthly people they talk about one throat to choke, to make it one place you can go and bitch at somebody. That's
not why we built PSX the way we did. We built PSX because we
had to have all of the data from the website, all of the data from the CDP, all of the data from the inventory, all of the data from the CRM. We had to have it all, and I didn't
want to run around trying to get this CRM company and this CDP company and this data this inventory management company to send me the data in this way at these intervals and have it break in between all of these things. And I
just didn't if it was easier to build it than it is to try to manage five different companies that are running your dealerships systems and get those five different people in a board room who all have different agendas, who all want to protect their revenue, who all want to want and I can assure you none of the agendas that they have in their top three have anything to do with your store is it has everything to do with their company. So their top
three agendas their number one agenda. When you get on the phone with one
vendor who's trying to help another vendor and you get this, it's because this guy's trying to protect his revenue and this guy's trying to protect his revenue, and they're going to point at each other and that the only person that's not winning in that scenario is the dealer. So we just wanted to get out
of that nonsense because we knew what we needed, we knew when we needed it, we knew what that data should look like, and we just just it was a lot easier just to build it. But when we when you
have it all, then you can start to have the system the AI make decisions and make decisions that you would normally make and on that. So you
you know, some of you guys that have been around for a long ass time the way I have and are damn near one hundred the way I am.
You know, may remember a saying I had back even in the early two thousands, all the way through the thousand, when everybody started talking about all the data we have, Well, we have all this data. Data
is just part of the twenty five percent of the solution. You know,
you've got good data, that's twenty five percent, but it takes a smart person to turn it into information, and then it takes an even smarter person to activate somebody based on it, and an even smarter person to act on it data information activation action. If you don't have all three, are all
four. Rather, you don't have one hundred percent. What you have is
a percent, twenty five percent of the equation. So your CDP guy he's
got twenty five percent, Your inventory management guy, he's got twenty five percent, the CRM guy he's got twenty five percent, and the marketing guy he's got twenty five percent. And these twenty five percenters are all with bitching.
We will arguing with one another about how they get the data, when they get the data to make their their little piece of it work so they can keep their little piece of the revenue. And but come back and they'll all
and all one percent of these twenty five percenters will all take credit for everything you do. So and then they all will they have to That's that is
just the nature of where they are. We didn't want to look at it
that way. We wanted to say, first of all, we need this
data to do this. Why do I need CDP data? I need CDP
data so that my information sent Alma we call her automatedly management assistant, so that my cognitive AI can go back and look at my CDP data determine who is an orphan customer, when was the last time they were here, and who should talk to them now? Who should it introduce? Who should we
introduce to this orphan customer to see if they're ready to buy yet, and when they are ready to buy, who should they contact and how should they interact with the store. That's just one example of why I need the CDP
data. Why do I need the inventory management data? If I'm Alma,
I'm looking at it on that I need inventory data because I need to know.
I know that from the CDP data that Bill bought this machine or car, and I have similar vehicles in my inventory, and I see that Bill has owned the car long enough to trade it. So this is the offer
I'm going to make the bill. Now, you would expect a salesperson to
do all that. Here is a customer who's an orphan. You go figure
all that out. Good luck, they're not going to do that. Actually,
when I was a salesperson, I used to do that. I would
go pull old folders out of the attic of the dealership of people years ago, look at what they bought, and actually put together an offer and then called them because we didn't have email. Well is what we used to do.
Because I'm like I said, I'm near a hundred. We actually we
did have electricity of lights back then. Edison had just gotten the light bulb
done and we had just gotten the telephone. Yeah, it just happened to
have these things. We did have. These we had That's how we would
do it. Now you've got you've got a machine that, if it has
the data, it can actually do this in milliseconds. I tell people all
the time, if I had this machine back when I was selling cars in the eighties, I might not be here today. If I had this machine
when I had my dealerships, I would definitely not be here today, And so maybe it would have never gotten about. No, I don't know,
but all I do know is that these are the decisions that AI can make.
And everybody talks about AI, and there's actually not just one type of AI. There's over twenty five different types of AI, and so and the
first guy you should throw out of your dealership is the guy that's telling you, oh, that company is not using true AI. There's no such thing
as true AI. There's cognitive AI or analysis type AI. There's robotic AI.
Machine learning is one of the earliest versions of AI, but it is AI. So this whole notion that there's one type of AI. There's not
the most popular today because chat GPT's made it popular. Is generative AI that's
generating in these messages. But it needs a lie and you need a prompt
engineer. You need to know how to ask it the right questions. There's
no there's no old movie that Will Smith was in called I robot and the professor there would always say he would be he had that little disk and he would ask a professor questions who got killed? And they say, I'm sorry
that you have. I can't answer that question. You've got to ask You've
got to ask the right question right right now. You can't. It can't
just be a better question. It's going to be the right question. Yeah.
Yeah, And that's AI today. That's why you have prompt engineers,
people who actually start to learn how to ask the AI for the right question to get the proper response. And so you've got that generative type AI.
And then but in order to have it, you've got to have a great deal of information. Now, once you have the template for the great deal
of information, you can ask it questions and it will give you really good answers and really good responses. But you got to have the right data.
First. Everything you do starts with the right data. But how you take
that data and turn it into information, activate and act on it is the value. The data is not valuable by itself, Yeah, making it actionable.
Your CDP is not valuable by itself. It must have other inputs and
need somebody to turn that data into information, activate and act on it, and that won't be your story. What I think is interesting is for years
in the industry we've talked about the difference foon a smart CRM and a dumb CRM, and the difference foon a good website and a bad website. Usually
for us from the CRM standpoint, the data lakes and all these great points of contact. If nothing's being done with it, it's not real time,
actionable, contextual data and marketing tied to it, it all kind of breaks apart. Same thing with the websites. Your website's built to be pretty,
but it's not something that's creating action and driving people to you and having valuable conversations in real time to drive the deal forward in the road to the sale.
It all kind of breaks apart. Yeah, back and then the earth
in the late and go ahead. Back in the late nineties and two thousands,
you had people who would quote unquote surf the web. They would just
they it was brand new, it was really novel. What's out there,
let's go see And so you'd hear and they would lock one and go see what's on the web. And eventually, within probably eight years of that,
I would say around two thousand and eight when things started to make the turn, is that the web became more about seeing and a lot more about doing.
Yeah, and I want to I'm going to the web to do something.
I'm going to live to specifically find something if you really want to see the greatest example of this, and I bet no one's done in years, but go dial for one one. See what happens. It doesn't exist anymore
because your phone will help you find the phone, but the number you want faster, your analogy, it will, yes, will. And I mean
that's the thing that we have to recognize as far as the intelligence that we've basically become accustomed to is still based off of us saying what would help save time, what would help make it easier, and what would actually help us be more accurate, because there's nothing worse than talking to somebody about a car they're not worried about, they never even asked about, right, or getting that heart wrenching answer of I've already thought right, and then not knowing how
to continue the conversation after the fact, because most of the times it would be well, that's it, it's over. You're dead to me, because
I'm dead to you you bought from somebody else. Now we'll never be able
to get together again. When that's obviously a parson bides and somebody for you
to still keep up with, and somebody for you to somehow build a relationship at least sow the seeds that you can help them on the next time.
And it not just be fluff and oh remember me the next time you come around. No, it's actual proactive activity that we're using technology to help us
out with. Now, when we talk about things like this, where we
are taking out the general mindset of the tasks and the workflows and the things that we're so used to doing, there is a measure of Okay, how do I really make sure that I do make it a habit with my people to make sure because I know I already know Larry, already know Larry's flow on this when it comes to saying, how do I make sure that my people are actually using my stuff? Because it's one thing to make your phone
on your cell phone on the work phone, and then it never really connecting to the app. Because if you never use the technology to track you properly,
you never really know what data you're you're actually looking at and to be able to either making a pivot or an adjustment or being concise with your customer.
The importance of using the actual technology. How important is it that they
actually do all of their stuff through PSX or through the actual technology, and what should be the rule for the law of the land concerning that, Larry, So, first of all, you know, if you if you've got a CRM where you've got to pull up a customer and tell it you made a follow up, you got the wrong CRM. Back to the down CRM.
Yeah, you got if you got to check a box, if you've got to check a box to tell it you did anything in it, then you've got the wrong CRM. You give me because that's what that you know.
When when back when we built ps X, one of the things that we found was that reason why salespeople don't use CRMs is because it's prohibitively hard for them to tell the CRM the things that they're doing, and they'll miss stuff, they won't do, they won't check it, they all types of things, and so then then the CRM becomes either full of bad data because you've did everything on every customer and somehow you only sold three cars this month, or you only sold three vehicles this month, but you did everything right.
You everything right a two week to ask customer, I wasn't really sure, but I put something in yes exactly. So you either one did that
and or two you're you spent an orderance amount of your day trying to tell the CRM what I'm doing, and you didn't get anything done. So you
know we had to. You have to make sure, first of all,
your CRM is working for your salespeople, not creating work for your salespeople.
Start number one. Number two, you have to make sure that you,
as a salesperson, understand that what is here is important and the data that's there costs money, your dealer money. It costs them money. So every
time you don't do something, every time you don't you throw away a customer.
Every time you don't log a customer into your CRM because it's an up or whatever, because you thought it was a tired. Every time you don't
do that, you throw away twenty five bucks to the deal of the dealer's money you're throwing away, You're throwing away the dealer's money. I will one
day, hopefully pile up a pile of cash like one hundred and fifty grand in the middle of a store, and then every time they don't do something, I'm going to go take money out of that pile and tell the dealer whatever's left here. At the end of the month, you get to keep
guarantee you I will pull money out of that pile one time, and that dealer will be there with a machine gun seeing to it. I never ever
touched that pile of money ever. Again, everything will get done right,
and at the end of the day, they'll make that amount of money at the end end their store because they'll see when when it's when it when it's visibly. When you can visibly see what you're losing, then your mindset changes
completely. It's the reason why there are chips in Vegas, not real money.
It doesn't feel like you're losing real money. Right, So they're not
stupid spiff. Somebody put the in the hand, put the cash in their
hands, they're way less likely. Oh yeah, the reverse spif I love
that. I love that one. Go put three hundred dollars cash in your
hand. Say hey, look for every deal you don't sign up for,
everything you don't do, I'm coming to ask you for some of my money back. Yeah. Yeah, that's that changes the world. That changes the
world very much. Love that everybody on a draw. You start the month
with ten thousand dollars guaranteed, and every time you're not facilitating the accurate process and do what we need you to do, we're taking money on it.
And you watched that pile go down a little bit. It gets down about
like five hundred bucks, and all of a sudden, salespeople are like, oh, hell no, I got shit, I gotta go do. I
can't the phone. I'd love to sit here in jail jack with you on
the on the drive or on the floor, but now I got stuff to do. Man, that's coming out with my pile. Can't help my file.
Salesman can buy that really expensive car because he knew I had to pay for it. Now I can't pay for it. My draw's gone. Yeah,
but that's exactly what what it looks like when we start to consider how much money is inside of our database that we're letting go away just because we're not paying attention to the engagement that they have and the type of engagement that they want to have with us. So often we're being reactive as a salesforce
to the mission of the moment or what it is. That's the hot topic
of the day with our sales managers as we come out of a sales meeting, and it is generally reactive. It's not really setting us up for success.
It's trying to keep the warden out of our business or keep us from being really checked on. And to your point earlier, Larry, if all
of these tasks were actually getting done, we would sell some cars, right, But they're just getting clicked. We're just telling this system what we did.
And I absolutely love your point on that that if you have to tell the system what you did, then the truth is you can tell it anything you want to tell it, But what you can't tell it to do is make a customer show up and sign. You can't make it do that.
But that's what you're working on, trying to get compliment whatever that. Yeah,
hanging fruit. We all want quick results with as little work to get
there as possible, and so it's the natural instinct and that's what we tried to build around is to make it super easily. All you're doing is working
low hanging fruit customers in front of you and then somebody else takes care of all the long term follow up. You aren't going to do anyway right at
the end of the day, no question, at the end of the day.
It's funny how often we see dealers who don't understand the value of their data. They're starting to understand it a lot more. Back when I started
this deal they started in the car business and the technology business. In the
car world and the late nineties, the data in the DMS wasn't really worth anything to a dealer at all. Now today, if you want to break
in there and get that data, you've got a damn near sign niact to congress to get to it. The same thing goes with everything else as you
do when you build out these CDPs. It all sounds sexy, it all
sounds very cool, but it doesn't have any actionable data in it until you make actionable data out of it. And turning around doing these things as dealers,
we get we get struck by the pie and the sky stuff, and we don't realize that there's execution involved and you've got to figure out how to make that execution work. The same thing goes with the salespeople. At the
end of the day. No one's going to I used to tell I tell
dealers all the time, if I ever create a system that sells the car for you, you won't be able to afford it. So that's never going
to happen. So at the end of the you've got to realize that that
there's still going to be a salesperson who interacts. There's still going to be
a salesperson that the customer can light know and trust in order to do in order to buy and facilitate that final transaction. But everything up to that needs
to be consistent, needs to happen every single time, and the system should be able to do most of that for you and get better at doing that.
But it won't take one true AI to do that will take many, at least three that we've identified so far. It won't be just one type
of AI. They'll be a couple involved. There won't. The AI won't.
The AI needs to get better, it's going to have to be trained.
There's a lot of things that's going to have to happen in order that in order for that to do that. The good news for ps X and
Motilics now is that we started this in twenty seventeen, but long before chatt GPT ever came along chat GPT. It made our lives a lot easier and
we got a lot more data as a result of it, and still do today. But with this concept of having a machine or a AI assistant assists
the sales salespeople with the follow up with the day with what I should do and do it in real time, rather than do it one doing it at the beginning of the day and then crossing our fingers and hope we catch the one guy who's interested in buying today, or hope you catch the one guy who gets a wild hair in sides, I'm going to do it right now.
That happens all the time, rather than happen to catch that be use more data to find those types of people and put them forefront. Those are
the first people that that album will tell the salesperson to call. Alma will
restructure that day and shell Digital structure that day. Restructure that day, restructure
that day, restructure that day, continue to restructure that day. Just as
he continues to restructure the desk log continues to what's important on what on the floor is important, and what's not as important. Everything on the floor is
important, but some is more important than others. And so just continuously restructuring
what you should be doing based on what customers do. I know, here's
the shocking thing about it that you that the dealers, we still have it fig it out. The customer doesn't care what you want. No, they
are only interested in what they want. So if you're making me come to
your dealership to find your stuff, if you're making me come to your dealership to get information, if you're making me do the do if you're not making it easy for me to buy from you, then don't be shocked when I don't right because earlier go ahead, and I want to lean into that a little bit. Maybe, Jeff, get a little bit of explanation from you,
because you guys are some geniuses when it comes to this, and not the whole car guys are on the side of understanding detect as well. But
you said something that might have perted somebody's era up real quick because you said training the AI, training the system, and then you did unpack it a little bit more by saying how it can finds itself. But Jeff, help
help to give a little bit of context to what Larry's meaning or what it means to actually be training the artificial intelligence. What came to mind is Larry
was going through that we're talking a lot about real time stuff that happens in our day plan to day. She puts the best opportunity in front of you
to call first, because we've seen things going behind the scenes you should know about. That's your best opportunity. We know that you might not. But
even better the extension of that is as the AI learns and we can tell you that they communicate better with text, or they communicate better if you email them, and what time of day they're more open to opening one of those things. You know, hey, I see in the background. They answer
phone calls better, but it needs to be at ten o'clock, not at two o'clock. So there's just so much data that a salesperson could never own
and keep track of, not only from your daily work plan, but to your follow up plan while they're still a hot bow hanging fruit, but even more importantly, for up to two years, when al'm's going to follow up on those things that you dropped on the floor because you couldn't sell them today six months, you might uncover something change in the world Alma calls you back and says, hey, you got a fresh lead again, and work some low hanging fruit from someone you dropped on the floor six months ago. So
yeah, the AI learning is amazing. But again, if it's not actionable,
it doesn't really matter. I think that's where we come in, taking
all the data points together in our systems, living together to help you do something with the information and have a better daily plan. Have somebody else do
all the work for you, and all you work on is what's in front of you, what you can close today and create the format in the relation to us as car guys. And I don't know about most of the guys.
I mean, I can't answer for everybody, but most of the car guys I know are very visual. We got to see it where we come
from, Missouri. Show me so, Lou, if you can share one
of my screens, that'd be greater. If you can give me the ability
to share my screen, I might be able to help with some of us.
Yeah, this is cool. Let's see present. Well, I can't
tack it. Let's see. Let me know if you're seeing my screen,
I get sir, I can okay, okay, Larry, let be seen I can't adjust your settings on that. But goodness, all right, guys,
we're on. It's a little bit of dear here just trying to get
your visuals up. You would have to be in here. Hey, Lou,
you're giving us all a perfect example of all the dealers that say, hey, I'm going to create my own CRM. I'm gonna do my own
website. When you do something really well, go do what you do really
well. Technology is always going to be a challenge for everybody. I always
love to hear those stories. Now we're to do it ourselves. Now,
you guys, go selling service car awesome. Inside of this, we would
have had to start the show on a different side of it for you to be able to do your sharing. Larry, talk about what you wanted to
show with that brain. I know what you wanted to see, because it's
pretty cool. Anything any anything there it is. It doesn't sound like you
can do it, and we might be able to get we may get this.
Hang on, I might get it. I might not. I don't
know. Yeah, it's not it's only letting me show the that actually not
those weren't the screens. Those were the web browsers that it would let me
that it won't let me show there we go. I don't think it's going
to let me show this PDF. But anyway, we won't worry about it.
I thought it would be irrelevant, but it might not. So so
basically, think of a brain and a lot of people who build these platforms as we have with Inventory Management CRM websites. They build it because their whole
value proposition is one throat to choke, one place to go, get all this stuff done. That is not our value proposition. It's a byproduct.
It's not our value proposition. Our value proposition is because we had it's one
brain to act by having access to the CDP and having our access so that if we don't, we get exactly what we want when we want it as we need it. Having our own inventory management system so that we exactly what
we need when we need it, Having our own CRM so we get exactly from it what we need when we need it. We don't have to manage
these connections. It's built. They're built on top of each other. The
data flows into cognitive AI ALMA the right way that allows ALMA just look at the CDP, find Old Soul customers or orphan customers and assign them out.
Allows Alma to look at the inventory management system and tell you, hey, look, here is the bucket of the bucket of customers that you should put a spiff on to get rid of it. When you do it takes this
amount of time. You should put this amount of spiff on this bucket and
to get rid of this data or to lower this inventory in this amount of time to be able to look at the CRM and decide, hey, Larry, you need to follow up on this customer today because they were on your website five minutes ago. They have interacted with you with this many times there.
Then you should text that customer right now, here's the text that you should set. Now, that's the cognitive AI acting and taking data and turning
it information and acting on it, activating somebody as a result and acting on it. Now, then you look over at the generative AI and the generative
AI Sammy, she's looking at all of this data and saying, Okay, I need to go back over here into the CDP because I see here as a customer who has equity in their vehicle, and I equity minded. I
can put together this data using the books and this data utilizing the inventory management system and the appraisal tool and know just about whether this is an a vehicle for the dealership. They sell it in thirty days and make three thousand dollars
when they get it. Therefore, I'm going to go get that customer who
has that vehicle, marry them up with a vehicle that we have in stock, make this offer to them, and send it out. But when I
do, I want to talk intelligently to them. So I'm going to read
down here to L which eloquent, and I'm going to give LLO the customer, the deader SIPs persona how they want to talk to their customer. I'm
going to give the customer that the l the customer's relationship with us, their existing customers. I'm going to tell them it's an orphan customers, so their
salesperson is no longer here. I'm going to tell her all of these in
all of the information she needs to build me a message. And by the
way, here's the message is you could buy trade your vehicle for this amount of money and keep a payment or below what you currently have right now.
That's my message, and my goal is to get them to reply. L
build me a message, and l builds you a message, sends it back to him, and Sammy sends it out. Then she tracks it. Did
you open it, did you click? Did you reply? Did you reply?
What did you reply in? When did you do it? So I
can make determinations on everybody else's I'm going learning from your brain learns this way.
Your brain has more than one area. It's not one AI, it's
many ais. The brain is an AI and it warns all of these things
in this way. And you'd be a super salesperson if you could do that,
But you would never be able to do as good as your brain is, would never be able to do it as fast as as alma Elo and Sammy Kim Waring's done in milliseconds. Right, And that's the part where we
do need to embrace the AI so much, because one, we only have so much time, and this has never been made to make us not be smart or to think for us. But it thinks faster, It achieves way
more than we can inside of a long span of time, whether it's reading all of the notes inside of our conversation. You can spend half of your
day just trying to read the notes to get yourself together to have the right thing to say to the customer, where Alma or making sure that AI is reading it, knows that they know how to queue up the right conversation based off of everything that's been said, where usually a sales pro is being on the superficial side of it. We if we do this is like we're get
on the fly, right. The small percentages do a little bit of a
scroll up into the conversation to see what was said before, very small percentages.
But even when they do that, they're getting maybe the last four or five blocks of conversation and as far as exchanging at the absolute most, they're not spending the time to talk about what they talked about two years ago.
Right. That's what the conversation that AI has the ability to do is be
able to see what was talked about way back then, what actual life changing events was actually said inside of that conversation that could be queued up for the salesperson to talk about. Because if you put the t on the ball for
a sales pro, they're going to knock it out the park. Nobody's going
to be able to navigate a physical conversation better than the human person. But
to be able to know what the actual conversation was about in the past.
We don't have the time for that. And we'll be honest with you,
we already know that they're not going to do the majority of the tasks because of how much time it takes, especially because they're only going to be there for so long, and we need to learn how to, as we've been trying to say it, augment the human, make sure that we assist the human with all of this technology so that they can do what they're great at, not do less, just not do what they're the not the best hat.
Right, We're letting the technology do it. I don't. I will
not work a card deal without my calculator or my actual amorization charts. I
remember going off of those amorization charts and trying to figure out your money factor and typing up on the ten key and saying, yeah, oh yeah, you're going from there. Yeah that was cool, But that's still not how
we're going to finish the deal. Right, We're not gonna do it that
way. We're gonna trust the system and let the computer say it out,
and this way we know we're accurate price. Not to do less that The
reality is what I'm so in love with the concept is that it's eighty percent of my busy work that I hate that I refuse to do that I see no value in it all to me. And if I can then go spend
all of that time focused on the customer in front of me, answering the calls, working low hanging fruit, knowing it's being taken care for me in the background, and then magically it comes back to me again because the big brain and long term follow up, it's amazing. It's it's really brought it
to a whole new level that wasn't available prior. So if I was a
sales guy, be in love with the concept I had all my time working on customers and selling stuff. We're working on customers, just telling the system
what happened and letting it go do its thing. And I'm gonna do my
thing. My thing is to talk to people that are interested in buying a
vehicle right now. It doesn't matter if it's a powerful sports proceeding or to
a car. It doesn't matter. My job that as a salesperson, I
am best one on one with the customer to get it, to get the don't no one trust me like no one trust my store to buy from me.
That's their real value. Their value is not in writing a piece of
text. There's not in writing an email. Their value is not in pushing
buttons on your CRM are checking boxes off, because I assure you, if you have a box that asks the customer if they did the chest ride, I guarantee you one hundred percent of them did the test ride. The two
things salespeople we desperately need for is to create that personal relationship because the same inventories and other stores in town, the prices are comparable. So the salesperson
is always going to own that relationship. And the second piece is quick,
real time speed to lead and giving them valuable information in real time. And
you're always going to need a salesperson to do those two things affectively. And
so we're just seeing to want to do those two things so true. So
amen to that, everybody, And for those of you that are listening in and hearing this, and you've listened to some more of these conversations, that we please drop inside of the comments any other subjects that you know and you think need to be discussed. While we get a couple of great car guys
to get in here and chop it up a little bit to figure out how we actually brew solutions using the technologies that we have to go to the next level. Now. PSX Digital is definitely on a great wave forward of making
sure that we do connect what's going on with the technologies, to making sure that we start to unravel some of the crazy webs that we've made inside of our processes that just make our life harder. We make it harder on ourself
for no reason. With the tools in our hand, to be able to
really get the most out of the time that we're at work and give a better experience to not just the customer, to you, the actual person trying to connect to the customer, because nothing is worse than having a technology that you refuse to use. You refuse to use right you hate engaging with,
and with this type of technology that's right there in front of you, you'll learn to love it if you learn what it's actually doing to help you do what you do best as a salesperson. Don't fight it, roll with it,
don't don't fight it. Don't fight it. We used to I can
remember back in today, we would fight taking deals to the desk. What
do you mean, why would you? Why you would? No one would
even think to fight that today. Back in the eighties, that's what we
did. We would fight. We would fight, to call it, fight
calling customers on the phone. No one would even think to fight that today.
But you give a person anything I could do to make more money, I would do. I would learn, I would embrace. And this is
just like that. If I can understand it, I can find out how
I can make more money from it. Yeah, don't fight whatever technology reason.
I don't care what it is. Don't fight it, and don't try
to torpedo in it's something if it's amazing to me. But I'll see salespeople.
You'll see salespeople. You'll catch yourself doing it. Something won't work on
your phone, you'll close it out and open it back up again, not even think about it, just do it. But if something doesn't work in
your store, oh my god, this thing sucks, Come on gun or you do the old work hard? Yeah. Do that being said for us
and anybody else that's a software partner to dealerships, always ask questions and uncover the best practices and hey, what am I missing? And how should I
be doing this differently because really, usually it's not broken. Usually there's a
disconnect on training or process or whatever it is. It doesn't have to be
complete. Amazing. You learn to use Sale, you learn to use Facebook
without a single training thing. You learned to use Twitter without a single piece
of training. You learned to You learned to use half the app, no,
one hundred percent of the apps on your phone, you learn to use them without anything at all. That's great, Quiet, It's very true.
It's good stuff. Larry. All right, guys, we brewed this one
right on out, haven't we. Lo's locked up on us, Oh Lou
at least free capture, and we might be locked up. Lou's gonna come
back and close out the show. So we're still rolling live without Bruce and
Loose are loose without Lou. That's a crazy that's hard to say. Say
that ten times slipt bas Bruce, Loose without Lou. You're locked down and
we're back. Well, car guys, car guys, thank you so much
again for tuning in for this Dealer cast. Two points, Oh, make
sure that you do share some of this around tag a car guy, tag a car gout. But if you do have questions, you do have something
you want to learn, or you want to tell us that we completely are off our rocker. Let us know, and let's talk about it a little
bit. Let's try to bring conversation to say, what do we do to
bring solutions that are desperately needed inside of the showroom to just make the experience for everybody involved easier, more fun and effective. I am Lou Ramirez,
the car guy, and you've been watching Dealer Cast two point zero with the one the Only Larry Bruce and getting some great wisdom from the one the only Jeff Loose. Keep brewing solutions, everybody, keep checking us out, pass
it around and have an incredible day. We're gonna forget focused fly and we're
gonna keep growing. Everybody, So on three help us out one two three,
forgive him focus fly and keep growing and coaching and growing. Coaching and
coaching. Yeah, growing, growing and coaching. Let's go growing and coaching.
Heck you everybody. I appreciate you all for hanging out with us today.
Go make something happen and give us a call if you want to find out how pius X Digital can help you inside of your showroom. Give us
a shower we'll give you. We'd be glad to give you a demo one
of these shows. Everybody, you're gonna get the free demo coming at you
soon, but until then, we're out.
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