TrueCar Thoughts from Elise Kephart
Another night of being up late...thinking about work, personal life, work...and of course this whole TrueCar debate. I'm not sure if this it's a good or bad thing that for the past two hours I have been catching up on all of the blogs, videos, phone conversations recorded etc.
Now, before I state my thoughts on this. I realize that there are a few close friends and mentors in the automotive online network here that may have a different opinion. I am the type of person however, that is open minded and have read for hours upon hours and done alot of research on everyones opinions on this the past few weeks. It seems the majority, including as mentioned close affiliates of mine, that are ready to KILL THE BEAST. It does amaze me how it started off as Jim's facebook status and now it is becoming a revolution it seems.
Here is my own PERSONAL EXPERIENCE on it. I realize several of you are GM's, owners of dealerships, trainers etc. I work on the line so to speak. I get to deal with internet customers all day, everyday.
When I first moved into the internet department, it took a little bit of learning to get away from learning a specific system. The cliche is that internet customers are all about price.
When I first got into this business and was on the line at a Ford Dealership in San Diego, I had no sales experience. I was a coffee barista before that but was motivated enough to learn the business and find what works, and what doesnt work. My first day I walked other dealerships lots as a customer and discovered quickly the stereotyped "car sales person."
When I first moved into the internet department...I was trained to make a phone call, write an email and set an appointment. This would be great if it actually worked the first time around...so what did I do? I wanted to learn. I made fake emails, and I "walked to dealerships lots" but online. I mystery shopped. Doing this I discovered what I did not like.
In doing this, I quickly discovered that most ISM's are sending out auto responders. When you spend a day mystery shopping, you discover that there is so much automation in our business that eventually it all looks THE SAME. I also found dealerships sending out quotes first time around on a car that again, would be automated. I shopped for a "Honda Civic" DX (this is the entry level with no air or radio!). Dealerships were sending me your typical automated response asking for an appointment or "when I could come in to get a really good deal", or sending me a price quote without even asking or verifying "are you looking for a DX Civic or do you like to have air conditiioning and a radio?"
Then my theory went back to my roots BE DIFFERENT! DO SOMETHING that you will be REMEMBERED FOR. STAND OUT. When I was on the front line (reflecting back to San Diego, prior to being in internet) I got all that time waiting out on the pad with the sun beaming on my face, with my uncomfortable heels, waiting for that one up. (we were on a rotation). During this time when you are waiting and waiting for the up-you go through an un explainable mental self motivating game. If you are in this business you motivate yourself enough so that when you do get that up you are ON YOUR GAME.
With the internet it is no different. I started a process: EXCEEDING (and truly exceeding) what I knew customers were not getting anywhere else. I make a phone call, send them a personal video message, write them a handwritten postcard and in doing this the customers DID CALL back, or they DID WRITE back. Why? I can't tell you how many times "Elise we really loved your video and postcard."
Now..back to the topic of truecar. This is where as a person who does like to do the creative side of things in this business like the videos and postcards...the truecar prices started to come up. There were those customers who when were not a truecar dealership-customers had a USAA price that they wanted us to match so I would offer a time for them to visit with me where they could bring in their certificate. Once the customer got there I was able to see all the dealerships who had these close to invoice or even back of invoice prices.
These customers even though we were not a truecar certified dealer at the time, would still try and give us "the shot" to match the "best price."
But at this point, the customer usually has a rapport with me via the videos and postcards Ive sent. I would sit down with their bell shart and three prices, and BEST price and do the SALES PROCESS with them.
We have all heard of an evidence manual. I have one with a biography on me, awards on the product (Honda), handwritten customer testimonials, photos of my customers and toward the back of this evidence manual I have evidence.
BUMP STICKERS. YES, a truecar dealer could have a price $700 back of invoice but this is an actual markup sticker I xeroxed when we have traded with that dealer. This dealer accessorizes their vehicles with over $1,995 of accessories. Right by that mark up sticker I have copied yelp, dealerrater, google reviews with ACTUAL customers stating that the accessories were "non negotiable."
I have several bump stickers copied, several yelp reviews and true actual facts. Now, I did speak with a truecar rep who stated that dealerships on the program are not supposed to have accessories forced upon the customer...but I know that it happens.
What else do I have in my evidence manual? Actual emails from dealerships when I mystery shop telling lies-wether it be what is available, or not giving an out the door price, or lying about having the vehicle in stock etc.
As a sales person-BRING VALUE to the table. Show them why if they really drive 169 miles out the price on the best truecar price is a loser deal and SHOW them the games and tricks that several dealerships will play.
It got to the point where we did sign up about two months ago with Truecar. It has been profitable with us.
To state some facts with my own personal experience on it: we are usually the third or second most expensive price on true car. We are never the BEST PRICE.
What is funny about this is WHY, if it is ALL about price have I been getting customers that will drive 300 miles and pass the other two better priced TRUE CAR dealers to come and buy from me? My PRICE is higher. I sometimes even have to get the vehicle on a trade-so its not about inventory or having it in stock.
My real theory-is that I put value to the table. Now, yes-often times, it takes the extra mile. All the sales people at my store says sometimes I go to great lengths to just make a mini or close to a mini. For me-I get a kick out of it. MY TIME IS VALUABLE. If I make a video message, write an email, even make a call-that a moment of MY time that is being taken. If I give up because its "another truecar" customer...then Ive wasted even second with this customer.
As far as truecar pulling DMS files: I have heard Scott Painter state several statements, more recently in a phone conversation that I was listening to where he says he does not use the DMS to create that pricing.
He also says that he is not a broker, because dealers create their own pricing.
"Elise how can you sleep with the devil? "-I could be wrong, as I am not perfect-but I have been a dealership not on it, and as Grant said its there already and change is happening. Wether I use it or not, its still there. Now I realize that Honda is telling dealerships to not advertise below invoice on truecar-and I completely agree with that. Selling a Honda below invoice or advertising for below invoice is ridiculous.
I think the truecar/clearbook needs some tweeks to be done still...but it has been profitable for us, and has been a great lead source-even though as mentioned my truecar price is NEVER the lowest, or race to the bottom and as mentioned in the past two months since we have been on it-i have gotten customers drive past the other two truecar dealerships to pay MORE for the SAME car but buy it from me.
CREATE AN EXPERIENCE that has no pricetag. I don't see truecar going away, and if it does-there will always be another company right behind it.
Its late....and I know this has been such a big debate online and wanted to put in my 2 cents.
-Elise
Feel free to leave comments.
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Comment by Stanley Esposito on December 18, 2011 at 5:57pm
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Grant,
I am a little surprised that is the best you can come up with, I like what you do and I love how positive you are. Your shot at a diversion probably won't work here. A political debate is another topic for another thread. I am sure if you write a blog about how you would like to see Obama ousted many people will comment on it. It has been clear what the focus is here!
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Comment by Mike Warwick on December 18, 2011 at 4:41pm
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Grant, I don't think the hundreds of dealers who have cancelled Truecar in the last few weeks think we are wasting our time. Each dealer will make their own decision but at least we are providing a forum for discussion. Clearly, many of these dealers became educated on the issue and made a decision to act.
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Comment by Grant Cardone on December 18, 2011 at 4:06pm
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You guys want to talk about the REAL threat to car dealers and your future?
Quit wasting your time on Scott Painter and shift it to getting Obama out of the White House
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Comment by J. Casey Pendleton on December 18, 2011 at 4:04pm
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I know I am jumping on here late in the game. I agree with Elise about building value through a "Solution Provider" approach vs. lowest price "all about the money approach".
I personally don't have a problem with TrueCar being in business. This topic is lighting up on all fronts, facebook, fmcdealer message boards, here, etc.
We are a small select Ford dealer in Dayton TN. Personally I am a "Cardone Junkie". I got on his audio about 5 years ago and it totally changed my approach from selling to serving the buyer. I like the description of transparent sales process. Instead of colliding with some over the TrueCar price we go into immediate agreement with them. "Yes ma'am, we honor truecar pricing every day."
We then go straight into the standard sales process we have in place at our store. We start every new vehicle deal at invoice, without fail. Often times, this is less than the TrueCar quote.
We then build value in our process and illustrate the expenses incurred in being able to provide the level of service to the buyer that they are not able to attain elsewhere.
At the end, more times than not we are well over MSRP. If the objection comes up and I have to use some of my holdback to consumate a 15 minute transaction, so be it.
Now, I don't advocate or support TrueCar!!!!! I don't agree with their approach or attitude. But, I am certainly not threatened by it. TrueCar's rumors that they are against the big bad dealer isn't far from the CARFAX commercials that promote all car dealer's or salesman that don't use CARFAX as crooks. However, CARFAX has polluted the media into believing there story. Most of us still use CARFAX because they have positioned themselves as the authority in vehicle history reporting.
Just my thoughts...
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Elise, I know this, if you worked in a metro-market with six Honda dealers within 10 miles, you're outlook would change. You would not be able to advertise your cars over invoice and compete. If you advertised below invoice, Honda would cut your co-op. In general, the people who don't see what the big deal is with Truecar are not in a market with a dozen other dealers competing to be in the top three on Truecar. The very idea that you can advertise your cars over invoice and be in the top three shows that you are not in a typical market. In Boston, Accords are advertised at $250-$400 below invoice on Truecar. Keep this in mind, when Truecar had 3500 dealers, they said the MOST they would sign up is 4,000 to keep the territories from becoming too congested. They are aiming for 10,000 by the end of 2012. What this company says and what they do are two very different things.
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Comment by Elise Kephart on December 18, 2011 at 2:20pm
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I guess your point is that the best will survive and the rest deserve to be eliminated because they don't offer a big enough value.
As my friend Jim says, why should the loser kids win trophies?
Those delivery specialists probley are underpaid and probably make $50 a unit. So, they are paid what they are worth.
If we all went to one price, that could go one of two ways. I notice how Apple Products regardless of where you go are the same price new...and they still are dominating the tech market...even if a PC is "cheaper".
I still believe though, price aside: you need to bring value to the table. We all are on this website and preach ideas to eachother. And I see this TrueCar as just a big change for our industry but everyone prollie freaked out too when the internet came along. In the old days you would walk to a car lot, and find a car you liked and worked with a salesperson, then you would call and do shop pricing over the phone and triangulate a good deal.
Now 80% of buyers will do their research online. Even for used cars, you go to autotrader or cars.com and you search the year make model you want and organize by price and if its certified or not etc...thats also why we use vauto so we have live market reports and you can adjust prices to the live market.
With new cars, people regardless of truecar or the internet will shop price. Dont you remember the fax's and how you would get the letter faxed to you requesting quotes to all dealerships?
IT HAS never ALWAYS been about price. Whoever agrees with that price is everything should not be in this business.
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Elise,
Maybe you see the future. Maybe you are right. Maybe the customer has no need for me. I am an above average salesman with a following forgive me if I feel the need to resist when some blowhard with money behind him has decided he is here to dictate to dealerships how they are going to sell cars. If I don't start hearing from the manufacturers soon I may have to conclude they agree with the truecar premise. You can side with truecar and be out of a job. I will not go down quietly. Your point about truecar not setting the price is laughable. Who are they to disclose the dealer cost? They create a bell curve that tells the customer if they are not getting the great deal below invoice the greedy salesman are taking advantage of them. If we beat the average deal by $1.00 eventually all the deals become losers. (race to the bottom).
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And to answer your question, that dealership THRIVES. You miss the point, most dealers will be just fine under Mr. Painter's model. It's the salespeople that are threatened with extinction. That store sells dozens of cars every month without salesperson involvement. The customer chooses a lower price and friction free buying experience.
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Wow Elise. I guess your point is that the best will survive and the rest deserve to be eliminated because they don't offer a big enough value. The confusion seems to be what a one price dealership will look like. Are you under the impression that a one price store will still have commissioned salespeople? There are ample examples that isn't the case. Commissioned salespeople are replaced with salaried order takers.
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And does that dealership still survive? Or, did they lose everything?
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