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Hello, and welcome to the Car Guy Coffee Podcast. This inner brew and
Drive Centrics DC twenty has been brought to you by our friends and partners at MXS Solutions, Fixed Ops, Digital and one Data and Analytics three two one, Ignissions, Shop, Smart Autos and Vinu. If you want more bruised
or you want to find out how to partner with the Car Guy Coffee Podcast to go to Car Guy Coffee dot com. Let's brew. What's going on,
car Guys and car gals. It's Lumirez, the Car Guy's Friendlin Art's
subprime hero, and we are brewing solutions on the Car Guy Coffee Podcast with this guy, the one, the only, Jonathan Dawson. Welcome back to
the show. Bro. It's always good to see you, and this is
the first time that we have the chance to do this live with you.
I think it's one of the time we had you on the podcast we were doing. Yeah, I'm so excited to be here. He is definitely way
shorter in person. Yes, I don't remember the first time I ran into
the Jonathan at Nida down to San Antonio and he gave me his big o hug and I was just like, this dude, is bigger than life.
I didn't expect him to be just such a tall grant. You're just like,
WHOA, that's Jonathan Dawson and it's and he really is. He lives
up to that hype two. So when you see him like that, not
only does he look that way, but he is that way. He loves
to share life, He loves to share with his heart. He loves to
share with others on potential that they have inside them. So I love that
about you, and I love that you're out there help me create that culture and so many different dealerships right now. You can lead in the way,
and it's it's an awesome thing to see. I appreciate that. That's the
script that I gave him. That's most of what he was supposed to say.
I've missed a few parts book I did. You gotta practice that a
little bit, But I appreciate that. That's very kind of you. I
love you guys too. We definitely honor you, appreciate you, and excited
to see everything that is brewing right here inside of this headquarters of Drive Centric, all the mass incredibly amazing worth worth the tour right it is it is and it's it's it's awesome what it does to invoke fun, just this one little thing that we sometimes forget to do. Let's make sure that we're having
fun. And then if we're not having fun, then we're probably not having
our customers have fun. That's right. And you are an incredibly known trainer
inside of this industry that does fuse together the psychology of putting the deal right with pelchology. This is Jonathan Dawson, folks, and he knows a thing
or two about a thing or two. But how important is it that the
atmosphere is actually a fun atmosphere for that to be the tone center. But
it's interesting to say that I semi developed a word info trainment right, provide information, right, provide training and do it in a entertaining ways. Infot
Trainment's at the word that I keep in the back of my head. Hey,
give them information, should them how to apply it, train them on how to apply it, and then make it engaging, make it interesting, make it fun like a cardial. If you're not laughing, are you sure
they're buying? Right on? And so the entertainment part of everything, of
course it's high value. Why because this is the type of escape right when
you're laughing, you're not worried about your problems, you're not stressed, you're not stuck in your state. So it's important to create an environment that elicits
that. And of course here a drive Centric they've done a fantastic job.
You guys are really you're the poster boys for having fun and making noise and getting people out of their natural life. Hey, Dealer's Car Guy, Coffee
podcast and Certified Solutionaries are honored to be part of seven Thank you the Solutions.
They've been ruined for you to acquire more vehicles, advertise merchandise, and manage those vehicles. Has made them one of the most sought after dealer partners
in the market. They are one of an hundred percent ceg SEE approved and
when you visit them at NC dot com you'll see a whole hill of beans worth of reasons why tea thank you. Let's prove you're saying that it's a
lot coming from your lips man and honestly you're what you say. They are
so true and we honor that, and we see that, and there's so many of us echoing that right now, and I love that. Glenn Lndy's
another great speaker that's really speaking and bringing funds to this business. You're out
there doing it and you're showing people how to do it and building raving fans.
And I think that's one of my first things that you do and I take note of that and I share that with my clients all the times.
Listen, you really got to get people to love you like that, like so much, but you need to love them. That's it's a two way
street there. Do you love them like that, they love you right back.
If it's important that people understand that. And what you're talking about with
your plan with psychology is phenomenal. It ties into exactly what needs to happen
in today's industry. Things need to change and you really need to start being
more focused on those relationships than we are on that revenue, because the revenue will come with the relationships, period and we know that. So there's I
alluded to it a little bit today and the presentation that I did here at the Drive Centric DC twenty there twenty group that they do for their clients, and one of the parts that I had proven into my message was the idea of how do you activate the part of the brain of the client where you create that raving fan advocate. Right, what do you do? There's actually
several unique, distinctive components, but one of the components is entertainment. And
one way to think about it again, if you're trying to understand this from a practical daily life, it's like, how often have you been entertained?
You're in a place where you're having a great time, and all of a sudden, there's a part of your brain shuts down. I call it turning
down the price filter. It's like your brain, the more fun you're having,
the more you turn down your price sensitivity meter. Right, you just
start and eventually you hit what I call the Yolo switch, where you just go, I don't even care. Right, we're in Disney. Everything's expensive.
If you are hot candy for forty eight bucks, get caught, and it's like your brain starts to shut up. Right, your price it's a
twitty meter shuts down the more entertained you are. You're have a sporting event,
like we're gonna be at but you got a sporting event, it's like a twelve dollar beer and you're like, ah, who cares? And at
a sporting event, I'm having a good time. Go ahead, Well,
you think about it like in your own personal life, like if you start to recognize the when do I, when do I flip my own yolo switch?
When do I stop being so price sensitive? Because a lot of salespeople's
like the markets shift and what do we do? And now it's a it's
not driven by supply only and scarcely only. Now it's back till there's inventory.
And how do I hold gross? And can I share with you a
secret? Can I tell you some psychology here, some celcology. The reality
is, the subconscious mind doesn't care what the market is. The subconscious mind
cares about what it cares about. So the same customer that right now is
quote beating you up on price is the same one that has a vacation plan to go to Disney and to spend eighteen thousand dollars on cotton candy because when I'm being entertained, I don't care. So let me give you a couple
of places where this gets activated and you can all relate to this. When
you're having what feels like an exclusive experience, you don't care about the prices, right. It's like when you go to a restaurant and it's just any
restaurant you expect it should be about X dollars. But there's some restaurants you
walk into and you're like, we had to have reservations for three weeks in advance to be able to get in this place. And you walk in and
you go, oh, yeah, this is gonna be expensive, right, And the fact that it took your three weeks to get to the doors, like, yeah, this is going to be expensive, like your brain tells you, like the exclusivity of it gives you permission to overpay. Well,
you start stacking that what if I could create a VIP level experience from my clients. What if I made it entertaining and I made it exclusive. What
if on top of that, I and other components I don't know, what if the environment again, go back to a really nice restaurant. You walk
into certain environments when you just go it's going to be expensive here. I
can tell by the fact that it doesn't look like a chief place. Hey,
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the ability to pull you out of that quickie cutter to marry go around and help your website and body what it means to do business from the highest quality productions of the most strategic optimization. We want to help you connect better to
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hear from you. Go to teams dot com. Back to the show.
So does your desk look like you charge a premium? Right? Does your
dealership look like it demands a premium? If you want people to pay a
premium willingly, knowingly, transparently choose to pay you a premium, you need to activate the part of their brain that wants to give up their money.
And that's how you do it. So that's part of what we talked about
today. You want to create an environment where your customer wants to give you
their money, not that they have to be tripped into it, not that they have to be told to do it, not that they have no choice to do it, not that you have to play some Shenan against with the numbers, thank you, but you could just present enough value that makes them go take the money. Yo, take money, please, and you know
what it happens time in and time out. But yet still people don't grasp
that all the way. And I don't get that because I do agree.
I pay more for a great experience, just like when I sit down, what a server they're going to get a huge tip they give me Sometimes it's bananas, a kind of tent all good because it is that good of an experience. It's above and beyond anywhere else I've right. So the same thing
when it comes to sales is that you will find that they'll ask you did you make money on that? Because they want you to. They want to
see yeah, because they feel like your best customers do. And so you
identified another thing like in the space of the weight or service space, right, what do we look at? We look at the efficiency with which they
ran the table. We look at their education. Did they inform me of
the menu? Did they tell me about the special? Did they let me
have some insider information about the meal in some way? If they do that
and they make the experience again to your point, they make the experience interesting and engaging, like you're like, here, I'll tip you more. I
was at a restaurant recent with my mother, and my mother said, the salmon here, I'm used to Alaska salmon, but it was Chilean salmon.
And she said, oh, I don't think I'm familiar with chile and salmon.
And the waitress said, can I share with you why the chef went with the Chilean salmon choice because of actually the temperature of the water. The
warmer temperature of the water actually changes the fat content of the fish, which actually makes it a more lean fish. It's still very succulent and its soft
to the palette, but it actually has a higher flavor palette because it doesn't have as much flat diluting the taste. And my mom and I'm just like,
instantly, what just happened? And take my money? Yeah, And
I'm thinking, like I've never had like how many times have you ever looked at the men you're gonna I don't even know what that is. And they
go, yeah, it's just do you guys know what you want to drink?
And but so what's another people in education, do you educate customers through the process? Are you educating them how the process works? Because when you
educate people, what happens is their brain goes if I'm getting a good education.
I'm learning something of value to take my money. That's why, for
example, Harvard as an education is more expensive than Highland Community College right because what exclusivity is put in with education, and another component is expertise. When
you're dealing with an expert, you immediately presume it should be more money.
I was talking to a buddy who was hiring somebody he sent. He was
sending his son to a basketball camp, and then he found out that an ex NBA player offers custom coaching for basketball for kids, former NBA player who he knows from that area. And I said, so, how much was
like the camp for the kids? He said the camp was like one hundred
bucks for the whole month. I said how much was the coaching from the
x NBA player and he said it was four hundred bucks an hour. So
one hundred bucks for a whole month to go to a camp with a bunch of kids. But the exclusivity of the expertise and the education, those three
combined turned it from one hundred dollars for a whole month for four hundred dollars for one hour. And by wait, he was trying to figure out how
many hours he could actually get in a month because he wanted to give us son the best advantage, take my money. So when you, as a
professional, elevate your expertise, when you educate a consumer, when you display effort, when you make it easy, when you make it more efficient, when you make it entertaining, when you make it exclusive. When you add
these components together, you create the experience that caused people to say take the money. You couldn't say that any better. You You really broke it down
so well. Folks. If you if you're not listen, if you're listening
and you're just tuning in, rewind that I'm telling you what he just said.
Facts, facts, facts. When you give that experience to everyone,
and when you're able to have your staff all on board the numbers and records, they're going to start just being broken all the time. And that's and
it's fun and your customers. More importantly, those same people come back and
buy again. We know you're in doing the show so far. We just
wanted to quickly remind you about our partners at Fixed Stops Digital and how they are automotives premier service marketing and technology company, not only proud sponsors of the Car Guy Copy podcast, but they also served as you're dedicated point of contact for all your online service marketing related needs servicing dealerships throughout the US and Canada.
The mission is to create a better online experience for your service customers while using data intelligence to drive more fixed operations revenue. If you want to take
your service marketing efforts to the next level, go to fix ops digital dot com. Back to the show, Let's go tell the fruits and tell everyone.
They even get tattoos on our arms. Saw the photo evidence. I've
seen this. It's happened, and I think that's super special. And what
you're teaching and what you're expressing to people is something that I think is necessary and automotive more than ever right now. I think that if we all start
going that direction of transparency and honesty and truth and not shenanigans and here's some smoke and mirrors and make you buy this vehicle and we just tell them what it is, they will pay and they'll be happy to pay that. But
they don't. I don't like to be treated, put it, put in
a process, put in a corner, not being told what's happening. They
have no idea, what's stepped they're on. They're like, what's going on
in the next thirty minutes? Am I going to be here for thirty minutes
waiting for something? Or am I going to another step? So when you're
able to provide all that give the education that they need even in the process, knowing where they're at in their process and purchasing the vehicle so much better.
It's so much easier, and they really will feel like they're at home buying something to a friend instead of being somewhere hoping that things are going to happen and then being restrictive easy to say no when they don't know. You
tell you that setting a certain measure of expectation it is a must inside of any experience that's going to be enjoyable, just like the waiter that letting us know what's getting ready to happen, what is happening, even down for the fact content and the temperatures come on. Sometimes it's a little bit information overload,
but it's information awesomeness when you're starting to say, man, this is not an experience I can get now. You, Jonathan, have seen so
much inside of this industry. You currently have clients that have all kinds of
different SARMs right ah of them, and you're here, We're at drive Centric, and I'm talking about what is awesome about this place? And again,
it's not just the place, it's the people. Of course, there's the
opportunity for dealers out there that want to be able to feel this exclusivity of what a particular technology does for them. What's your recommendation? What's your take
on the difference between drive Centric and any other CRM method. Yeah, I
appreciate that question so much. I am a raven Finn advocate of drive Centric
as a team, as being the people behind the technology and of the technology itself. When I recommend drive Centric dealers the fastest, the actual fastest recommendation
was I recommended it to them on Tuesday, and by Friday they had signed agreements and switched torms like in the three days switch torms. Now, it
wasn't solely my recommendation that did that, but it was a contributing factor.
The general manager and owner said, John, I know that you know what's going on. I've been in over three thousand dealerships in seven countries and three
continents. I've seen a thing or two and so when I say, look,
I'm telling you drive Centric specifically is the Facebook of CRMs. The most
common compliment I get when I recommend them to a dealer who takes the serious scene looks at it, they say, John, it's one of the first tools I've ever seen, like a CRM, the first one I've ever seen salespeople actually want to use and want to spend time in. And that's that's
the answer that you want, isn't it, dealer? Don't you want tools
that people want to spend time in? Quick question? Do you know what
smart pixel two point zero, Location IQ and Audience IQ haven't common? You
know? I do. They are solutions that our friends and proud sponsors and
one Data and Analytics are brewing for automotive emis. Once again, you're right,
my friend, and we want to invite all of our audience to go to m one hip data dot com to see how they can help propel your business forward with the right data insight. Go check them out at m one
data dot com. Let's brew Come on now, back to the show now.
Obviously, the technology behind dry Centric is very very thoughtful of the reason why it was built by dealers first a lot of technology companies out there.
They were built by tech people who wanted to capaitlyze on the car business.
Drive Center was literally built by an auto group internally created for the purpose of enhancing their dealerships and then troubleshooting in processed through their production to say, hey, how do we refine this in such a way that the user experience, the actual end use of the salesperson enjoys the data and enjoys the information.
Management enjoy the data, enjoy the information. So I like solutions that solve
problems in a meaningful way. And that's why I'm a fan of drive Centric
because them and the people behind the scenes do it in a meaningful way that is strong, because there is there's so much intention and everything. Though as
much as it seems as though it's just fun and free, it is meticulously.
It's not a lot. It's put in place, and we absolutely love
it. And we're excited about going to the ball game having some fun tonight
because that is fused inside of the experience. It's over here at DC twenty
and we are so excited for all the geniuses that are here depositing to Jonathan Dawson's all of these other incredibles that are here, and you can be here to solutionaries. You can make sure to find your way to drive Centric.
If you haven't heard it loud enough yet, we are beating the drum.
Get yourself a demo of drive Centric. See what it can do. Telp
you out. We are so honored to be able to be here and join
this experience with incredible people like Jonathan. But before we go, you know
what we have to do. We have to drop those f bombs that don't
offend the moms. Okay, and let's go ahead and get ready to forgive,
focus, fly. Do we have enough space? You've got a lot
of wingspan over. I don't want I don't want to get thrown out of
here. Here we go. Okay, here we go. So we're gonna
forgive, We're gonna focus, and we're gonna fly so we can keep growing all the time. Here we go, live it drive Centric. Everybody on
three one two three, forgive, okay, flaw and keep growing and keep growing. Thank you so much, everybody. I am lumire as the car
Guy, and I'm prellain Arts subprime here and you've been brewing on the Car Guy coffee podcast live in Saint Louis at Drive Centric Headquarters with the One Leomi Jonathan Dorsey. That's right, great show. Brother. We appreciate you,
Thank you, Tom Time, Anthony Santangelo, We appreciate you. Welcome,
thank you for forgiving focusing on flying Jared Ross, what's happening? Brother,
So excited that you were here, san Jay, love you brother, So glad that you can make it in all your other Solutionary stay tuned because tomorrow there's plenty more that we're gonna grew. Talk to you later. We're out
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