Dealer SpeakScott Dube

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Dealer SpeakThe next language you need to learn to get your ideas

across and get the credit you deserve!

Scott DubeDealer Principal

President MSADA

Facebook.com/ScottDubeTwitter @scottdube

About me• 2nd Generation• Multi Franchise• President MSADA

@scottdube

What’s all of this got to do with the car business?

• In aviation we had our own language.

• Another example might be the checklists we used.

• If you’re not the DP or GM• If you get frustrated with these two• You need to learn a new language

•Dealer Speak!

Boss I have a great idea!

Dealer Speak Glossary

• Gross• Gross Retention• ROI• 66:1 in a 2% business • Net• Nut

Here’s the problem

• We don’t get to keep all of the gross!• Variable Selling Expenses– We pay sales people, F&I , floor plan interest,

delivery exp.– That comes in at 25%-30% of the gross

Salaries & Wages• Then we pay all of the other nice support

folks around the store– That’s another 30%-35% of the gross

Fixed Expenses• Things like Rent, Repairs, Utilities etc.• Another 10%-15%

Semi Fixed Expenses

• Advertising, Training etc. 30%-35%

Add it up!

• Selling Expense 30%-35%• Fixed Expenses 10%-15%• Semi Fixed Expenses 30%-35%• Best case 70% of the Gross• Worst case 85% of the Gross

Don’t Give up!

• Bullet Proof your pitch– Yes, you are selling your idea!

• Use low ROI numbers and then exceed expectations

• Kick Ass Idea Profit/Loss DannyBenites.com • PRACTICE!!!! PRACTICE!!!! PRACTICE!!!!

Elevator Pitch

• Make them care, WIFM• Make it easy to identify with• Make them want more• Call to action/Sell the appointment• Don’t seem scripted• PRACTICE… GET FEEDBACK! PEER REVIEW

ROI

• Figure out the Expense.• Figure out the Gross.• Figure out what’s in it for the Dealership.• Tell them it’s conservative, make the case!

Income

Expenses