Digital Dealer - April 2019 - 44

S A L E S & VA RI AB LE O PS : F IN AN CE & I N SU R A N C E

By Mike Hirschfield
CEO,
Assured Influence

The 4 Laws
of Influential
Conversations
We are in the Age of the
Consumer, and it takes
more than a good price and
a good product to win. It's
the way that you treat each
customer, and the way that
you communicate your
value, that matters most.
Every day, tens of thousands of conversations are
happening in sales, in
service, in the BDC, and in
F&I. Unfortunately, the
majority of those conversations end short of a commitment and of a sale. Are you

44

APRIL 2019

looking for a way to improve
the customer experience,
drive appointments, and
increase sales?
The quickest way to
improve your results is to
improve the quality of your

communication! Customers
are always seeking information, but an influential
conversation goes way
beyond a simple exchange.
Information is nothing more
than a giving out; whereas,

WHEN CUSTOMERS
PERCEIVE YOU TO BE
DIFFERENT FROM THEM,
OR HOW THEY'D LIKE TO
BE, YOUR MESSAGE IS
MUTE."

D I G I TA L D E A L E R . C O M

influential communication is
a getting through. Are you
getting through to your customers? By applying the four
laws of influential conversations to your communication,
you can not only get through
to more customers, but you
can improve the customer
experience, drive appointments, and increase sales!

LAW 1: YOUR STYLE
TRUMPS SUBSTANCE
INITIALLY

You are the number one
reason why customers buy,
and you are the number
one reason why customers don't buy. It's you and
your communication that
ultimately make the difference! You can deliver a solid
presentation, which clearly
demonstrates that you have
the best product and overall
solution for a customer, and
still not get a commitment
or make the sale. It can
be frustrating, I know. The
harsh reality is: if a customer doesn't like you, your
products and solutions are
irrelevant! It's not just what
you have to communicate
that matters, it's how you
communicate it.
We all tend to prefer and
like the people who are just
like us, or how we'd like to
be; and we all tend to avoid
and dislike the people who
are not like us or are not
like how we'd like to be. The
biggest communication mistake made is treating every
customer the same. When
you do this, you are doomed
to be shut-down and tunedout before you even have a
chance to begin. Your customers are all different, and
they all communicate in their



http://www.DIGITALDEALER.COM

Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019

Digital Dealer - April 2019
Contents
A Message from the Show Director
Conquesting Through Service
Pricing Strategy: Dare to Compare
Policy & Shop Supply Abuse
A Hiring Optimization Framework to Grow Revenue & Attract Qualified Applicants
Automotive Manufacturers New Direction Affects Long-Term Dealer Planning
Interview with Apple Chevrolet
DD26 Pre-Show Highlights
When Analytics Lie
Digital Word-of-Mouth: The Overlooked Hero During a Slowing Auto Economy
It's Time to Stop Guessing About Your Marketing ROI
Embracing the Essential Digital Media Mix
Facilitating Online Car Buying Without Losing Profit or Control
Social Selling: 4 Keys to Selling on Facebook
4 Strategies for Effective Dealership Marketing on Facebook
How to Create an Employee Pipeline for Your F&I Dept.
The 4 Laws of Influential Conversations
Upsell Process
Sustaining a Successful BDC
Digital Dealer - April 2019 - Digital Dealer - April 2019
Digital Dealer - April 2019 - Cover2
Digital Dealer - April 2019 - 1
Digital Dealer - April 2019 - Contents
Digital Dealer - April 2019 - 3
Digital Dealer - April 2019 - A Message from the Show Director
Digital Dealer - April 2019 - 5
Digital Dealer - April 2019 - Conquesting Through Service
Digital Dealer - April 2019 - 7
Digital Dealer - April 2019 - Pricing Strategy: Dare to Compare
Digital Dealer - April 2019 - 9
Digital Dealer - April 2019 - 10
Digital Dealer - April 2019 - Policy & Shop Supply Abuse
Digital Dealer - April 2019 - A Hiring Optimization Framework to Grow Revenue & Attract Qualified Applicants
Digital Dealer - April 2019 - 13
Digital Dealer - April 2019 - Automotive Manufacturers New Direction Affects Long-Term Dealer Planning
Digital Dealer - April 2019 - 15
Digital Dealer - April 2019 - Interview with Apple Chevrolet
Digital Dealer - April 2019 - 17
Digital Dealer - April 2019 - 18
Digital Dealer - April 2019 - 19
Digital Dealer - April 2019 - 20
Digital Dealer - April 2019 - 21
Digital Dealer - April 2019 - DD26 Pre-Show Highlights
Digital Dealer - April 2019 - 23
Digital Dealer - April 2019 - 24
Digital Dealer - April 2019 - 25
Digital Dealer - April 2019 - 26
Digital Dealer - April 2019 - 27
Digital Dealer - April 2019 - When Analytics Lie
Digital Dealer - April 2019 - 29
Digital Dealer - April 2019 - Digital Word-of-Mouth: The Overlooked Hero During a Slowing Auto Economy
Digital Dealer - April 2019 - 31
Digital Dealer - April 2019 - It's Time to Stop Guessing About Your Marketing ROI
Digital Dealer - April 2019 - 33
Digital Dealer - April 2019 - Embracing the Essential Digital Media Mix
Digital Dealer - April 2019 - 35
Digital Dealer - April 2019 - Facilitating Online Car Buying Without Losing Profit or Control
Digital Dealer - April 2019 - 37
Digital Dealer - April 2019 - Social Selling: 4 Keys to Selling on Facebook
Digital Dealer - April 2019 - 39
Digital Dealer - April 2019 - 4 Strategies for Effective Dealership Marketing on Facebook
Digital Dealer - April 2019 - 41
Digital Dealer - April 2019 - How to Create an Employee Pipeline for Your F&I Dept.
Digital Dealer - April 2019 - 43
Digital Dealer - April 2019 - The 4 Laws of Influential Conversations
Digital Dealer - April 2019 - 45
Digital Dealer - April 2019 - Upsell Process
Digital Dealer - April 2019 - Sustaining a Successful BDC
Digital Dealer - April 2019 - 48
Digital Dealer - April 2019 - Cover3
Digital Dealer - April 2019 - Cover4
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