{"version":"1.0.0","episode":{"title":"Jean-Pierre Lacroix: The Most Underrated Tool For Selling More Cars | Car Sales | Ep 680","url":"http://getcarcurious.com/episodes/jean-pierre-lacroix-the-most-underrated-tool-for-selling-more-cars-car-sales-ep-680","audioUrl":"https://anchor.fm/s/1094c7cb4/podcast/play/109307707/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-9-6%2F408786280-44100-2-69a5b10e7770d.mp3","description":"Selling more cars isn't for the faint of heart. It requires daily commitment, discipline, and genuine human connection. In this episode, my guest is Jean-Pierre Lacroix, president and founder of SLD, a global branding firm that’s spent more than 30 years helping businesses win customers by tapping into what really drives decisions: emotion. He’s the author of Think Blink Manifesto, a book that lays out seven powerful ways brands can create lasting connections in an instant.We get into some big questions: Why do people buy cars the way they do? What makes one automotive brand feel worth a premium while another has to compete on price? How can dealerships go beyond features and functions to deliver experiences that customers actually remember? Layer on how quickly technology is evolving with artificial intelligence. What are the implications and will car buyers want more technology assisted experiences or more genuine human connection experiences during the car sales process? We get into this and so much more during this episode of The Dealer Playbook.Jean-Pierre Lacroix shares surprising insights about major automotive brands like Volvo, BMW, and Jeep and reveals the most underrated sales tool in the entire retail automotive industry. He shares why this one tweak will help with customer retention, lifetime value, and brand loyalty. If you’ve ever wondered why car shoppers say one thing but choose another, this episode will change the way you think about the entire buying experience.\n"},"annotations":[{"startTime":257.3,"endTime":258.3,"type":"brand","title":"Volvo","url":"/glossary/volvo","quote":"...when you think of Volvo, what is the emotional equity, they own it's safety.","canonicalId":"brand:volvo","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Volvo is a Swedish automotive brand known for its focus on safety and reliability in its vehicles. The brand has built a strong reputation for producing cars that prioritize passenger safety and innovative safety technologies.","simplifiedExplanation":"Volvo is a car company from Sweden that is famous for making cars that are very safe to drive. They are known for their safety features and how they protect people in accidents."}},{"startTime":265.3,"endTime":266.3,"type":"brand","title":"BMW","url":"/glossary/bmw","quote":"...Right, BMW, it's about performance, right, it's not, it's not about the features and benefits. It's about how that car makes me feel...","canonicalId":"brand:bmw","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"BMW, or Bayerische Motoren Werke, is a German luxury vehicle manufacturer known for its performance-oriented cars. The brand emphasizes driving pleasure and has a strong emotional appeal among enthusiasts.","simplifiedExplanation":"BMW is a German car company that makes luxury cars known for being fun to drive. Many people feel a strong connection to BMW because of how their cars perform and look."}},{"startTime":278.5,"endTime":279.5,"type":"brand","title":"Tesla","url":"/glossary/tesla","quote":"...or how that car like Tesla makes a statement about my commitment to the environment...","canonicalId":"brand:tesla","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Tesla is an American electric vehicle manufacturer known for its innovative technology and commitment to sustainability. The brand has created a strong emotional connection with consumers who prioritize environmental responsibility.","simplifiedExplanation":"Tesla is a car company that makes electric cars. They are popular because they help the environment and have cool technology, which makes people feel good about driving them."}},{"startTime":349.0,"endTime":367.0,"type":"car","title":"Ford F150","url":"/cars/ford/f-150","image":"https://upload.wikimedia.org/wikipedia/commons/5/56/2022_Ford_F-150_Lightning_Rear.jpg","quote":"...the Ford F-150 commercials as an example, it was, I mean, not only did they know their target demo, right, they, they got Kevin Leary...","canonicalId":"car:ford:f-150","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Ford F-150 is a full-size pickup truck known for its durability, versatility, and strong performance. It has been one of the best-selling vehicles in the United States for decades, appealing to both work and recreational users.","simplifiedExplanation":"The Ford F-150 is a popular truck that many people use for work and outdoor activities. It's known for being tough and reliable.","imageAttribution":"UltraTech66 (CC BY-SA 4.0)"}},{"startTime":408.0,"endTime":417.0,"type":"car","title":"Land Rover Range Rover","url":"/cars/land-rover/range-rover","image":"https://upload.wikimedia.org/wikipedia/commons/7/78/Land_Rover_Range_Rover_%285th_generation%29_IMG_9481.jpg","quote":"...I think Range Rover and Jeep have done a similar thing. If you think of who the target group of Jeep and Range Rover...","canonicalId":"car:land-rover:range-rover","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Range Rover is a luxury SUV known for its off-road capabilities and premium features. It combines ruggedness with comfort, making it appealing for both adventure and everyday use.","simplifiedExplanation":"The Range Rover is a fancy SUV that can drive off-road and is very comfortable inside. It's great for people who love nature but also want luxury.","imageAttribution":"Alexander-93 (CC BY-SA 4.0)"}},{"startTime":441.0,"endTime":459.0,"type":"car","title":"Ford Explorer","url":"/cars/ford/explorer","image":"https://upload.wikimedia.org/wikipedia/commons/8/8e/Ford_Explorer_EV_Auto_Zuerich_2023_1X7A1325.jpg","quote":"...he features. Right. Because I'm range over a Ford Explorer, a Jeep, you know, at the end of the day, other t...","canonicalId":"car:ford:explorer","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Ford Explorer is a mid-size SUV that has been a staple in the American automotive market since its introduction in 1990. Known for its spacious interior, versatility, and family-friendly features, the Explorer is often discussed for its balance of performance and comfort, making it a popular choice for both urban and outdoor adventures.","simplifiedExplanation":"The Ford Explorer is a large family car that can carry many passengers and their stuff. It's designed for comfort and is good for both city driving and going on trips, which is why people often talk about it.","imageAttribution":"Alexander-93 (CC BY-SA 4.0)"}},{"startTime":459.0,"endTime":469.0,"type":"concept","title":"end user experience","url":"/glossary/end-user-experience","quote":"...it's interesting to kind of track because we talk so much in the auto industry about the end user experience...","canonicalId":"concept:end-user-experience","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"End user experience refers to how customers interact with and perceive a product or service. In the automotive industry, it encompasses everything from the vehicle's performance to the buying process and after-sales service.","simplifiedExplanation":"End user experience is about how customers feel when they use a product, like a car. It includes how well the car works and how easy it is to buy and maintain it."}},{"startTime":506.0,"endTime":516.0,"type":"term","title":"resale value","url":"/glossary/resale-value","quote":"...we're talking about the features, we're talking about the resale value of the car. I mean, these are all foundational things.","canonicalId":"term:resale-value","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Resale value is the amount of money a vehicle is expected to sell for after a certain period of ownership. It is influenced by factors like brand reputation, condition, mileage, and market demand.","simplifiedExplanation":"Resale value is how much money you can get when you sell your car later. Some cars hold their value better than others."}},{"startTime":644.0,"endTime":645.0,"type":"brand","title":"Audi","url":"/glossary/audi","quote":"Well, yeah, it's amazing. And I want to say it was Audi's presentation now that I think of it.","canonicalId":"brand:audi","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Audi is a German automotive manufacturer known for its luxury vehicles and advanced technology, including all-wheel drive systems and high-performance models.","simplifiedExplanation":"Audi is a car brand from Germany that makes luxury cars. They are known for their stylish designs and advanced technology."}},{"startTime":684.0,"endTime":685.0,"type":"concept","title":"dual dealerships","url":"/glossary/dual-dealerships","quote":"...Toyota being astute car makers and marketers said, you know, we need to launch Lexus with dual dealerships...","canonicalId":"concept:dual-dealerships","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Dual dealerships refer to a sales model where a manufacturer operates two types of dealerships under one roof, often combining luxury and standard vehicle sales to maximize market reach.","simplifiedExplanation":"Dual dealerships are car dealerships that sell two different types of cars, like regular and luxury cars, in the same location."}},{"startTime":684.0,"endTime":685.0,"type":"brand","title":"Nissan","url":"/glossary/nissan","quote":"...Nissan had launched their luxury car and had failed that they were actually the deals were going bankrupt.","canonicalId":"brand:nissan","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Nissan is a Japanese automotive manufacturer known for producing a wide range of vehicles, from compact cars to trucks and SUVs.","simplifiedExplanation":"Nissan is a car brand from Japan that makes many types of vehicles, including cars and trucks."}},{"startTime":684.0,"endTime":685.0,"type":"brand","title":"Lexus","url":"/glossary/lexus","quote":"Yeah, you know, it's interesting when we launched the Lexus dealership program in Canada...","canonicalId":"brand:lexus","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Lexus is the luxury vehicle division of the Japanese automaker Toyota, known for its high-quality vehicles and customer service.","simplifiedExplanation":"Lexus is a luxury car brand that is part of Toyota. They make high-end cars that focus on comfort and quality."}},{"startTime":727.0,"endTime":727.0,"type":"brand","title":"Toyota","url":"/glossary/toyota","quote":"And they were looking at a luxury cars. They got older. They weren't considering Toyota as that, you know, that luxury van, that luxury vehicle. And that's when Lexus filled that gap.","canonicalId":"brand:toyota","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Toyota is a Japanese automotive manufacturer known for producing reliable and affordable vehicles. It has a wide range of models, including sedans, SUVs, and hybrids.","simplifiedExplanation":"Toyota is a car company from Japan that makes many different types of cars, known for being dependable and not too expensive."}},{"startTime":805.0,"endTime":805.0,"type":"term","title":"customer experience","url":"/glossary/customer-experience","quote":"Yeah, that certainly doesn't come into view. These are all touch points, I feel, for the customer experience, but also the dealer experience.","canonicalId":"term:customer-experience","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Customer experience refers to the overall perception and feelings a customer has when interacting with a brand or company. It encompasses every touchpoint, from initial contact to post-purchase support.","simplifiedExplanation":"Customer experience is how a person feels about a company when they buy something or get service from them. It includes everything from how they are treated to how the product works."}},{"startTime":841.0,"endTime":841.0,"type":"term","title":"sales choreography","url":"/glossary/sales-choreography","quote":"Yeah, you know, it's a great point. We call that sales choreography and that's part of a sensible longing that we have written in the book.","canonicalId":"term:sales-choreography","priority":0.5,"confidence":0.8,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Sales choreography refers to the strategic planning and execution of the sales process to create a seamless and engaging experience for customers. It involves the arrangement of interactions and touchpoints to enhance customer satisfaction.","simplifiedExplanation":"Sales choreography is about how a company organizes the way they sell their products to make sure customers have a good experience. It’s like planning a dance to make everything flow smoothly."}},{"startTime":850.0,"endTime":862.0,"type":"brand","title":"Saturn","url":"/glossary/saturn","quote":"The interesting thing is, if you remember, Saturn, Saturn, I think, if I'm not mistaken, it was a GM sister brand, and they wanted to reinvent carbine that you wouldn't barter, you wouldn't just surprise.","canonicalId":"brand:saturn","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Saturn was a brand created by General Motors (GM) in the late 1980s, aimed at producing affordable, compact cars with a focus on customer satisfaction and innovative manufacturing processes.","simplifiedExplanation":"Saturn was a car brand under General Motors that tried to offer a different buying experience, focusing on customer satisfaction."}},{"startTime":912.0,"endTime":912.0,"type":"term","title":"upsell","url":"/glossary/upsell","quote":"...you're trying, let me try and upsell you on all these additional features.","canonicalId":"term:upsell","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Upselling is a sales technique where a seller encourages a customer to purchase a more expensive item, upgrade, or add-on to increase the overall sale value.","simplifiedExplanation":"Upselling is when a salesperson tries to convince you to buy a more expensive version of something or add extra features to your purchase."}},{"startTime":932.0,"endTime":955.0,"type":"car","title":"Cadillac Escalates","url":"/cars/cadillac/escalade","image":"https://upload.wikimedia.org/wikipedia/commons/b/b6/2021_Cadillac_Escalade_rear.jpg","quote":"...I used to drive Cadillac, and I gave up buying Cadillac escalates, I had three Cadillac escalates, but I saw buying them...","canonicalId":"car:cadillac:escalade","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Cadillac Escalade is a full-size luxury SUV known for its spacious interior, high-end features, and powerful performance. It is often associated with luxury and status.","simplifiedExplanation":"The Cadillac Escalade is a big luxury SUV that is popular for its comfort and high-end features, often seen as a status symbol.","imageAttribution":"Baron Maddock (CC BY 4.0)"}},{"startTime":1106.0,"endTime":1110.0,"type":"brand","title":"Porsche","url":"/glossary/porsche","quote":"Well, I think BMW and Porsche do a really good job. I have to give them kudos.","canonicalId":"brand:porsche","priority":0.9,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Porsche is a German automotive manufacturer renowned for its high-performance sports cars and luxury vehicles. The brand is particularly famous for models like the Porsche 911.","simplifiedExplanation":"Porsche is another famous car brand from Germany that makes high-performance sports cars. They are known for their iconic models like the 911."}},{"startTime":1278.0,"endTime":1284.0,"type":"car","title":"Ford Mustang","url":"/cars/ford/mustang","image":"https://upload.wikimedia.org/wikipedia/commons/1/13/1966_Ford_Mustang_coupe_white_001.jpg","quote":"...nd new. If I was a Ford dealer, I would be having Mustang meetups at my dealership every Saturday morning. ...","canonicalId":"car:ford:mustang","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Ford Mustang is an iconic American muscle car that debuted in 1964 and has become a symbol of performance and style. With its powerful engines and sporty design, the Mustang has a dedicated fan base and is frequently celebrated in automotive culture, making it a popular topic among car enthusiasts.","simplifiedExplanation":"The Ford Mustang is a sporty car that people love for its speed and cool looks. It's been around for a long time and has a lot of fans who enjoy meeting up to talk about and show off their cars.","imageAttribution":"Hans-Jürgen Neubert (CC BY 4.0)"}},{"startTime":1284.0,"endTime":1291.0,"type":"car","title":"Ford Bronco","url":"/cars/ford/bronco","image":"https://upload.wikimedia.org/wikipedia/commons/c/c1/2022_Ford_Bronco_2.jpg","quote":"... Because you know, there's Mustang enthusiasts or Bronco off-roading enthusiasts or whatever it might be. ...","canonicalId":"car:ford:bronco","priority":0.5,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"The Ford Bronco is a rugged SUV that was originally introduced in 1966 and has recently made a comeback, appealing to off-road enthusiasts and adventure seekers. Known for its robust design and off-road capabilities, the Bronco is often discussed for its blend of nostalgia and modern technology, making it a hot topic among car lovers.","simplifiedExplanation":"The Ford Bronco is a tough SUV that people use for off-roading, which means driving on rough trails and in nature. It's popular because it looks cool and can handle challenging terrains, attracting a lot of fans.","imageAttribution":"Calreyn88 (CC BY-SA 4.0)"}},{"startTime":1291.0,"endTime":1296.0,"type":"brand","title":"Jeep","url":"/glossary/jeep","quote":"...Jeep, I mean, Jeep, that's long hanging fruit...","canonicalId":"brand:jeep","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-4o-mini","data":{"explanation":"Jeep is an automotive brand known for its off-road vehicles, particularly the Jeep Wrangler. 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