How to get more referrals at your dealership — With Sean V. Bradley and Lyamen Savy

Sean V. Bradley (00:00:00.02)

She got your keys with swearing by you and your program. You know, L.A., too?

Lyamen Savy (00:00:06.03)

Do I know who?

Sean V. Bradley (00:00:07.08)

L.A. Williams. Oh, she don't even know you, L.A. Yeah.

Lyamen Savy (00:00:11.08)

So, Sean, I love that idea. I will add that as a feature.

Sean V. Bradley (00:00:15.18)

If you add that, I want a point or two on that. I'm saying that's a good idea. What's the strategy? What is a powerful strategy inside a dealership look like? Specifically, when should you ask for referrals? At delivery, in the service, post-sales follow-up? Let's start there.

L.A. Williams (00:00:42.22)

Hey, what's happening everybody? This is L.A. Williams, Vice President with Dealer Synergy and one of the creators of the Millionaire Car Salesman podcast. And y'all know who I got across from me but the one and only Mr. Sean V. Bradley. What's happening, Sean?

Sean V. Bradley (00:00:56.14)

Bro, how do you know I'm across from you? I could be from the side to the angle, you know. This ain't Marco Polo.

Lyamen Savy (00:01:00.15)

You blind, bro.

Sean V. Bradley (00:01:00.21)

That's how we do it, you know what I'm saying?

L.A. Williams (00:01:01.15)

I'll put you I want to put you.

Sean V. Bradley (00:01:04.15)

All right, everybody, this is SVB and the place to be is the Millionaire Car Salesman Podcast. And for all my people in the Millionaire Car Salesman Facebook group, what up? All right, guys, today we're going to get into it. Okay. We're going to talk about time, right? Time. How are you spending your time at the dealership? Are you maximizing time or are you wasting time? Now let me explain this, folks. You're either pregnant or not pregnant. There's no half pregnant. So what I mean by that is you're either making moves to help you sell cars or you're wasting time. There's no intermediary. And what happens is I feel that most salespeople, LA, spend their time with the least closing, most aggravating, low gross having people. Okay. Internet ups. I'm the internet guru. Everybody knows that Sean Bradley, Dealer Synergy, blah, blah, blah. Right. The internet closing ratio, OEM closes at 4% within the first 31 days. Third-party providers are about 6 to 8%. And if you're lucky, dealership websites close between 14 to 16%, approximately, depending if you have an OEM BS compliant site or not. So my point being is, why am I going to spend a ton of time with a 4 to 16% closing ratio?

Sean V. Bradley (00:02:16.15)

Oh, I know, I take fresh-ups. NADA says that the average, you know, closing ratio for a fresh-up is 18 to 25%. So again, that is what most people spend their time with, the least closing, most aggravating, you know, possibilities. But yet LA there's a better way. Say, Sean, tell me more.

L.A. Williams (00:02:35.05)

Tell me more, Sean.

Sean V. Bradley (00:02:36.13)

No, no, no, I don't think you're ready for it. Say it like you mean it. Ask me, ask me to tell you.

L.A. Williams (00:02:40.12)

Tell me, Sean, tell me.

Sean V. Bradley (00:02:42.08)

Thank you. Okay, so there is a better way, people. So lean in unless you're driving, don't get into an accident, right? So prior customers and orphan owners are by far the absolute highest closing ratio. NADA says that a prior customer closes at a 65% closing ratio and an increase in gross profit. Furthermore, NADA also that a service customer is 7 times as likely to purchase a vehicle from where they service a car. Furthermore, if you've got somebody that buys and services from you, it's over 75 to 80%, you know, you know, closing ratio. So I would say that if you had a mechanism to focus on your prior customers, orphan owners, and referral generations— referrals are not as high, but close. They're about 50 to 55% closing ratio. So, L.A., you seem like a sharp man. You know, I said sharp, not shark, right? You seem like a sharp man. What would you want to spend your 8 hours or 10 hours or bell-to-bell 12 hours in? Fighting for a 4% closing ratio or operating with a 65 to 70% plus closing ratio?

L.A. Williams (00:03:51.14)

What say you, man? I want the highest closing ratio possible, right? Give me— let's make my job as easy as possible. We will say You know, don't work hard, work smart, smart, right? But here's the thing. I think we just got to work. We got to think at a higher level, right? And so this is exactly what Sean is talking about, right? Why are we spending our time down with the 10s and 15s when we can be up at the 55s, 60s, right? So that's what this thing is going to be all about. Y'all listen, understand that we talk about time and I say time is not money. People say time is money. It's such a lie. Time is more important than money, right? Well, it's, it doesn't matter. Listen, if you could say, if I could write you a check for $1 million right now and you got to die night because of it, you're not going to want it, right? So we have to make sure that we maximize our time. Sean, you want to share something with them?

Sean V. Bradley (00:04:37.00)

I want— I have a question. I wish we had an expert that specialized in like referral generation and stuff like that. I mean, LA, where can we find somebody like that? I wish we could book somebody like that for our show.

L.A. Williams (00:04:48.04)

You know what, let me, let me work on that for you, Sean. Let me go to break real quick. I want to let our sponsor say something, but I promise you, when you— when we get back, we're going to have a daggum superstar when it comes to referral generation, everything like that. Don't tease me.

Sean V. Bradley (00:05:01.04)

Don't tease me, LA.

L.A. Williams (00:05:02.15)

I'm gonna manifest it. I'm gonna make the doggone thing happen because when I come back, listen, I'm gonna see if I can get, uh, Ms. Lyamen Savy on the line. Hold on one second, y'all. No, really, Per? Yeah, it's the Millionaire Car Salesman Podcast, of course.

Sean V. Bradley (00:05:14.17)

Okay, let's see if you got skills like that.

L.A. Williams (00:05:16.22)

We'll be right back.

Lyamen Savy (00:05:18.01)

If you're looking for the absolute best automotive sales training from the number one millionaire car salesman in the world, Cody Carter, who sold 1,408 units in 2023 and made $1. $1.2 million in personal income, make sure you sign up for Cody's 24/7 video on-demand training, tracking, and testing certification program, Sell Like Cody. That's right, Sell Like Cody is on Bradley On Demand. Cody covers absolutely everything in his successful selling process. If you want to learn how to sell more cars more often and more profitably, enroll now at bradleyondemand.com or contact Dealer Synergy today.

L.A. Williams (00:05:59.10)

Thank you for calling Doing It Wrong Motors. How can I help you? I was looking at the tan 2023 GMC Terrain.

Lyamen Savy (00:06:08.09)

You guys still have that?

L.A. Williams (00:06:09.14)

Oh, sorry, that vehicle's been sold. Could this be happening at your dealership? Get the Dealer Synergy Team to handle calls the right way. We'll gather all the information, drop it in the CRM, set a solid appointment with notes, so all you have all you have to do is sell. Do yourself a favor and go to dealersynergy.com for a free demo. And no more of this burning through phone-ups nonsense. Ladies and gentlemen, we are back on the Millionaire Car Salesman podcast, and as promised, I got the one. I told y'all I was gonna have— listen, somebody— I know how to make phone calls, man. I got resources, right? So listen, ladies and gentlemen, we have her. She is the CEO of Ladder. I'm telling y'all, you want to talk about someone who knows how to get referrals, someone who knows how to create marketing leads, like, I know how to get you in front of the people who you really want to talk to. I promise you, she the one that you want to talk to. So without further ado, hey, let me say hey, what's up to Ms. Lyman. What's going on, Lyman?

Lyamen Savy (00:07:07.11)

Hey guys, great to see you.

Sean V. Bradley (00:07:09.13)

Yo, how did LA get you? I heard a ton about you that T Got Your Keys was swearing by you and your program. You know LA too?

Lyamen Savy (00:07:19.08)

Do I know who?

Sean V. Bradley (00:07:20.13)

LA Williams. Oh, she don't even know you, LA. See, she don't got to know me.

L.A. Williams (00:07:24.13)

She know my people though. All right, fair enough.

Lyamen Savy (00:07:28.01)

The people, the right people.

Sean V. Bradley (00:07:29.12)

Yes. Yes. So listen, I've heard a ton about you, but can you just share with our audience a little bit of your background and how did you become the Referral Guru?

Lyamen Savy (00:07:39.15)

Yes. So my background is I started my career in sales, like hardcore sales where you do, you know, 80 dials a day, cold calling people that don't want to hear from you. Uh, minimum 3 hours of talk time, you know, just grinding the phones, you know, hitting your sales quota. But then I actually also double majored. I got a degree in business marketing and web design. And luckily for me, I went to talk to the HR person, asked him like, what should I do with all my education? And he said, you should go into marketing. He's like, with your experience in sales and with your experience in marketing, like you, like, I mean, with your business degree, you'll be amazing at marketing. And I'm like, okay, what's marketing? So long story short, I got into marketing by accident and every company I've ever worked for The main goal why they hire me is because they want to generate more leads. And I started my career first doing email marketing and I just perfected email marketing. Then it became a guru at direct mail marketing. Back in the days, you know, people used to do direct mail, then online digital marketing, and then of course word of mouth referral programs.

Lyamen Savy (00:08:38.23)

And I just became my obsession because referrals are the best source of leads. Like salespeople love referrals, marketing people love referrals, CEOs love referrals. You know, referrals have beat any other lead by all metrics, shorter close rate or sales cycle time, a higher gross profit, just basically everything. And so I became obsessed with referrals and I've done a ton of campaigns working at companies like Capital One, HouseValues, which is now Zillow, at a lot of companies, Fortune 100 companies, Microsoft. And then I started created, invented Blabber, and it's actually now patented.

Sean V. Bradley (00:09:18.10)

Hmm. So I got a question for you then. After working with Fortune 100 corporations, I mean, this is really impressive, you know, Microsoft, Capital One, and you're now working in the automotive vertical. Can you just give us your bottom line opinion? Why are dealers ignoring one of the most profitable sales channels with referral generation? You heard, I think you heard my opening, you know, comments in the, the beginning of the show where most salespeople honestly are focused and BDCs are focused on the lowest closing, highest aggravating, least profitable opportunities. But yet referrals, word of mouth is so much more powerful. Why do you think most dealerships are not maximizing referral generation?

Lyamen Savy (00:10:01.18)

Multiple reasons. One, I think for salespeople, there hasn't been a system, a technology that makes it super easy. One, for a salesperson to ask for referrals. Two, for salespeople to actually talk about that they have a referral program. But 3, most importantly, is there hasn't been a system that makes it easy for people to refer, which is why I was so obsessed with this. Like when you work at a company like Capital One, which is an online company, referral marketing is way easier because, you know, somebody has to log into their Capital One account. So one, you already have this audience and you could easily promote and talk about your referral program. And most importantly, it's easy for people to refer a company that's online because all you have to do is share a link versus when you're dealing with a salesperson, there hasn't been a way that makes it easy for a salesperson to be introduced to their friends. And so one is, I think that a lot of salespeople haven't been properly trained on how to ask for referrals. So a lot of salespeople, especially junior salespeople, they're afraid to ask for referrals.

Lyamen Savy (00:11:02.18)

They feel uncomfortable. They don't know the right time to ask for a referral or what to say and how to say it. They come off as desperate, they come off as begging, and there hasn't been a system that makes it super easy for them to do it. That's actually why I invented Blubber. It's because of this problem. It's a huge problem in the industry, not just in automotive. It's actually a huge problem for B2B sales, for real estate, for insurance companies, mortgage companies, for all kinds of companies. Any company has salespeople.

L.A. Williams (00:11:32.16)

Yeah, but the funny thing is people are biased in the automotive industry. They don't care about the industry. No, I'm going to—

Sean V. Bradley (00:11:37.03)

I want to— I want to hit on— I've spoken to over 550 NADA and NCM20 groups. There's a point coming here. 17-time NADA convention speaker, blah, blah, blah, blah, blah. You know what I hear a lot? And this is real as a car guy. I've been doing this for almost 28 years. A lot of times, because you're right, Lyman, if there's no real program, here's what happens. A lot of times salespeople, if their stores have even a BS referral program, like $50, $200, whatever it might be, they're like, hey boss, that's the referral. I need a check request. And the dealers feel like they're getting pencil whipped. And in some cases, is some salespeople or employees are lying and they're getting their friends or somebody else in there because they don't have a trackable system. So for us, one of the rules that I would say is I believe that there should be a system like my daughter Tiana, T Got Your Keys. She didn't have a referral program like Blaber because it didn't exist when she was selling cars. But she had a website that had a referral section on there, not even close to the value of Blaber, but it was something.

Sean V. Bradley (00:12:41.14)

And what really helped her dealership wrap get their mind around it is it was a website, there was a process, and there was a rule that said the dealership would not pay any referrals if you brought it up to them after negotiation starts. So in addition to having a platform, she had to make— and everybody had to make sure that they let the desk know that this was a referral before negotiations, before the pencil, so the dealership could either decide to take that deal, pass that deal, or factor in the commissions or the, the, um, the payout in the, in the deal. Does that make sense? Do you get that? Like some people are worried about referrals because they don't know how to track the money and make sure they're not getting taken advantage of from their salespeople. What do you say to that?

Lyamen Savy (00:13:23.20)

Oh, 100%. There's one dealership, I'm not going to name names, but there's one dealership that was telling me, it's a big auto group. I think they have 12 stores or 11 stores. And so they were actually telling me that on a monthly basis, they get this pile of paper from salespeople that says, here's all the people you need to process, you know, $250 commission for. And there's usually like 50 or 60 of those papers. And they're We have no idea if those are legitimate or if the salespeople are doing some things on the side. But most importantly, the only time the dealership knows there's a referral is when a deal closes. They actually have no idea how many referrals they even generated to begin with and how many of them actually closed. And what could they do to improve the closing rate on those referrals? So without having a system in place, there's all kinds of issues with the fraud, waste, and abuse. And but most importantly, you can't improve like what you don't measure. That's the other key thing. You know, like what offer works and how to phrase it, how to position it.

Lyamen Savy (00:14:19.08)

Like, unless you have a formalized program, yes, of course you'll still get referrals, but those are happening by accident, not a scalable system in place to actually— how do you get them on a consistent, predictable basis?

Sean V. Bradley (00:14:32.00)

I love that. Again, I think that's very, very strong. Okay. So I want to kind of get into some, some questions. In my opinion, This is what drives me crazy. I'm an advanced marketer as well. I wrote a book called Win the Game of Googleopoly, and this is what I do for fun. And it blows my mind that NADA says that the average cost per sale is $650 per car sold. The way they come up with that number is ridiculous because they say the average dealership sells 100 cars, which is not quite accurate, but we'll round it off. And they spend— the average dealership spends roughly $65,000 a month in advertising. So divide it by 100 car sales, it's $650 per car. But Lyman, that's only true if 100% of the sales came from 100% of the ad dollars. But if you're a frickin Toyota dealership in Chicago, you know, there you're gonna get some of the sales that are not because your ad budget, because you are a Toyota dealership, or you're in downtown Chicago, or because prior customers or somebody broke down their car. So I believe that the true real average cost per sale in advertisement is over $1,000 per car sold.

Sean V. Bradley (00:15:43.05)

So here's the thing that blows my mind is is why are we okay? Why are dealers and marketing managers okay pissing away $1,000 per car on a 4%, 8%, 10%, 20% closing ratio? I much rather incentivize the community because I believe in the emotional bank account. If we want to get the community to buy from us, service from us, trade from us, refer to us, we need to be able to deposit into their emotional bank account. And I think that it I think it's brilliant to be able to have a respectable payout, an incentive to be able to entice somebody to be other, in addition to being a great service provider and great experience provider. You know what I mean? But I also think incentivizing people the right way is going to increase the amount of referrals. So what is your thought and your opinion? Cause you have not only the referral background, you have the marketing background. Do you not think it's crazy that most dealers throw crap against the wall? Spend all this money on 4, 8, 10% closing ratios, but they spend very little to no money investing in something as powerful, as important as referral generation.

Lyamen Savy (00:16:52.04)

100%. I agree with you, by the way, Sean. As being marketers, we know, and I've seen the data because my last company I actually owned was a website platform. So I, I know how many leads dealerships generate. And when I look at their CRM data, when NADA reports, and I think they actually are reporting it's $730 cost per acquisition or cost per vehicle sold. Majority of those leads are actually organic leads. You're right. It's not from paid advertisement. Like if they actually truly just look at the paid advertising and the hard and like, you know, talking about the conversion rates, I think the conversion rate is actually going to be going down even more because nobody— most people don't trust the car salesperson. Let's, let's be honest. You know, like I was actually listening to your interview with Ali Rita and I And for those who don't know who he is, he's— prior to Cody, he was number one salesperson who sold the most amount of cars. And what's interesting is I don't know how old that interview was. Maybe it was like 4 years ago. But anyways, when Ali Rita won almost that World Guinness Book record for the most amount of cars sold, he was actually interviewed on Fox News.

Lyamen Savy (00:18:01.14)

And what I found was so insane to me about that interview. If you guys watch, have you seen that interview? Do you know which interview I'm talking about?

Sean V. Bradley (00:18:08.01)

Yes.

Lyamen Savy (00:18:08.07)

Okay. Did you notice how the guy who was interviewing Ali Rita, he was very skeptical about how Ali Rita sold that many cars? So here he is. He's talking to a guy who almost won a World Guinness record. You don't become number one by screwing people over. And he was still saying, okay, well, what's your trick? You know, how did you do it? Like, he was like, he's like, I just don't put people in the bad cars. It's like, I truly care about my customers. And that guy didn't believe him. And that's the challenge. You know, the stigma in automotive is that most people don't trust the car salesperson. So that's why referrals are so great is because when you get a referral, you don't have to start from zero trust. You don't have to try to first sell them on you and to believe you, to trust you, to like you before they— you convince them on buying a car or getting a car loan or whatever. So, you know, referrals are the best source of leads. And you're right, like, I don't know why dealerships don't spend more money or don't invest more time on it, except the fact there's just— there hasn't been a system.

Lyamen Savy (00:19:07.19)

That's the only conclusion. Because, you know, if a dealership has $50,000, let's say, to spend on advertising, they could call a marketing agency. They was like, you know, they could call, I don't know, local TV stations, like, here's $50,000, you know, and they know what they're gonna get out of it. But because dealerships haven't had a system, like, who are they gonna call and say, here, who do I give $50,000 to get more referrals? I mean, that's why I literally like— I'm not trying to pitch Blab or anything, but that's literally the problem that I was trying to solve is for companies who do believe in referrals, who do believe in instead of spending that $50,000 in advertising or on Google or Facebook, Mark Zuckerberg doesn't know who you are. Well, you know, but your next door neighbor knows who you are. Like, I would rather give them, you know, $250 for a referral.

Sean V. Bradley (00:19:53.03)

One of my favorite sayings is, you know, Alex, Audience, did you hear what she said? How many of you in the automotive industry, especially at the dealer principal level, GM level, are pissed at companies like Carvana or AutoTrader or Cars.com? You guys keep MFing them and getting mad at them, you know, wondering why you're spending $6,000, $8,000, $10,000 a month to get 35, 40 leads. But you keep doing it. You keep doing the same crazy thing over and over again. In L.A., what's the definition of insanity?

L.A. Williams (00:20:26.15)

Doing the same thing and expecting a different result.

Sean V. Bradley (00:20:30.03)

So my point is this: if you believe that you're not getting your money from these online classifieds and these cyberterrorists, they just keep taking your money in and keep peddling. Oh, but Limey, you know what they tell you?

Lyamen Savy (00:20:42.06)

VDPs.

Sean V. Bradley (00:20:43.07)

You're paying for VDPs and SRPs. You're paying for views. You need opportunities to do business. You don't need VDPs or SRPs. These, you know, those can help, but what you need is people. You know what's better than VDPs or SRPs? Having people saying, excuse me, L.A. Williams. Yeah. This girl, Tiana, T Got Your Keys. She told me that if I wanted to buy a car, I need to come to you, that you are the best. But that is a referral when somebody else co-signs you and recommends you. And let's go into the online reputation. Let's go into psychology. Back in 2014, Google Procter Gamble created a book called, a digital book called ZMOT, Zero Moment of Truth.

L.A. Williams (00:21:20.18)

Remember that?

Sean V. Bradley (00:21:21.21)

And yes, and what the whole synopsis before that, Procter Gamble had the first moment of truth. Before people would make a decision on somebody, they have to experience it and have the first moment of truth. The internet changed the whole thing with the online zero moment of truth is when somebody has point of interest, oh, I think I want to buy a car. They see online reviews, they see this and that. And from point of interest to changing their mind could be in a nanosecond. So when you have other people cheerleading for you, evangelizing you, co-signing you, giving you credibility, it makes the process faster and easier. Higher closing ratio, higher gross profit. Lyman, am I right or wrong?

Lyamen Savy (00:22:02.12)

100%. And you know, now especially with the AI, like, I don't know about you guys, but I barely use internet. I just ask ChatGPT for all my answers. And so the impact of that, of course, is those third-party sites like CarGurus, they're getting less traffic. So they're— the traffic they are getting, they're going to be charging more. So the cost of per sale or cost per click or cost per VDP view is going to only increase. It's not going to decrease. It's only going to increase. And those leads, people don't trust the salesperson. You're just a commodity. They're looking at the, let's say, CarGurus, there's thousands of cars, so, you know, thousands of or hundreds of dealerships in your local area. Who do they trust? So you're competing purely on price, and there's no— and the best way to erode your profit margin is only compete on price versus if you're competing on actually experience, if you're competing on trust and, um, confidence. That's where you actually could become— increase your gross profit per vehicle sold.

Sean V. Bradley (00:23:03.01)

So 100%, I Liman, let me jump in right here because I want to, I want to shape the flow of this. I— you got me excited. I think you got everybody in their cars, their offices, like, like, tell me more. I want to structure the flow a little bit differently. I want to— I— now that we're concept sold, like, I love this. Okay. And hopefully we both tag team and sold this. So let's get into details. So the psychology and profitability of referrals. Hope is not a strategy. So how does a real referral strategy look inside a dealership? I want to get your expertise and I got to have a lot of questions. So I want you just to bullet point answers, cuz I got like a million questions for you. So what does it look like? What is your high, what is your high level? Like if I'm a general manager of Bradley Automotive and I'm like, well, I'm in, T Got Your Keys suggested that I need to get my team on referrals. How would, what's the strategy? What is a powerful strategy inside a dealership look like? Specifically, when should you ask for referrals?

Sean V. Bradley (00:23:56.23)

At delivery, in the service, post-sales follow-up? Let's start there.

Lyamen Savy (00:24:00.17)

Okay. So the right time to ask for referrals is at the moment of delight. Or that peak satisfaction state. So what is that considered peak satisfaction state? So as an example, if somebody's sitting at your dealership and you just got them approved for a car loan and, you know, they had bad credit and somebody says, hey, Sean, thank you so much for helping me get approved. I really appreciate it. What did I just say? I said thank you. This is the time to actually say, you're welcome, Sean. So glad I was able to help you. Hey, Would you mind if I ask you for a favor? What would be your natural reaction? You're going to be probably like, yeah, sure. What is it? So that's one example of, you know, when is the right time to ask for a referral? It's when they're at the peak satisfaction state, when they just said thank you. If they're in your office sitting there laughing or holding the keys or taking a photo next to their car or texting their brother, husband, whoever, and saying, hey, I just got this great deal, they're at the peak satisfaction state.

Lyamen Savy (00:24:57.12)

So that's one example to ask. Ask for a referral. But you know, another thing is, Sean, what I think most salespeople miss— the people to ask for referrals is not just customers. Yeah, customer of course is great. They just bought a car from you, so there's some trust built in, but they've only known you for 2 hours maximum. So they're— the trust is still limited. Versus the best people to ask for referrals is actually your friends and family members. Like, if— especially if you're brand new at the dealership, dealership, call down everybody in your phone book. Hey, long time no speak. Hope everything's going great. Just wanted to let you know, I started working at this dealership, Chevrolet or Ford or Mercedes, whatever. If you're ever in the market, you know, I'll take care of you. Come by, you know, blah, blah, blah. So the thing is, you ask for referrals is not just only customers, but how many people in your phone book actually know that you work at a dealership, which dealership? And so just asking your friends and family as well.

Sean V. Bradley (00:25:52.07)

So I think that's brilliant. Now, who should own the actual referral process? Because you said, like, is it the salesperson, BDC manager, service advisors, or all the above?

Lyamen Savy (00:26:02.18)

All of the above. But the key is you have to make it super easy for people to do it. So when you ask somebody for a referral, they usually have objections in their minds. Some of the times they might even say what the objection is, but the objection could be, Sure, I'll introduce you to a bunch of people, but I don't know anybody who's shopping for a car right now. So, and that's a serious objection because they don't want to send a salesperson to their friend who's going to be bombarding them and they feel awkward. They're putting their reputation on the line. So the thing to ask is actually not for a referral, but hey, can you introduce me to 3 or 5 people that you know? I just want them to know who I am. So when they actually are shopping for a car, they know who to call and I'll look out for them. Or even if they're shopping at another dealership and they need a second opinion whether they're getting a good deal or not. I just want them to know that they could come to me and I'll be their expert in the industry, their go-to, their car person, their car guy, their car girl.

Lyamen Savy (00:26:57.07)

So the thing is, is how do you ask? That's step one. Most importantly is you want to position it as, I just want them to save my contact information so when they are in the market for a car. So you don't ask for a referral, ask for an introduction. That's step one.

L.A. Williams (00:27:11.19)

That's it right there. I say that type of stuff all the time, Lyman. See, words are everything. Most people don't really realize how important they are. You can speak without thinking, but you can't think without words. And so if you're thinking about a referral all the time— and again, I don't even really think there's nothing wrong with referrals, but again, as she just said, why not be thinking about getting introduced? Create some introductions, right? Who do you know that would like me if they knew me? That type of stuff. Man, I'm telling you, absolutely. You're on fire, girl. You killing it, right? And listen, we're not gonna be— we're not gonna be all— I just need to— I just need my— these folks over here, they want to say something to us real quick. Sean, if we could just make— let— allow them to do that, and then we'll be right back in like the next 2 minutes. Listen, we've got a bunch of questions for Lyman, so we will be right back, y'all, on the Millionaire Car Salesman Podcast.

Lyamen Savy (00:28:01.09)

This has been the most in-depth training I've had in A lot of years in the car business. We went from 60 cars to 156 cars a month in 3 months.

L.A. Williams (00:28:12.01)

Namad, the entire Toyota Chicago region, as well as the top automotive groups like Koons, Lithia, and Norm Reeves have all used Bradley On Demand to train their team.

Sean V. Bradley (00:28:22.04)

They're the most comprehensive training company I've seen, and they by far have the best support system.

L.A. Williams (00:28:27.07)

Doing 50 cars a month, top that at 80, I can tell you that Bradley On Demand training will get you to the next level. And guess what? The world's number one car salesman, Cody Carter, shares his exclusive strategies right here. You want his secrets? You got to have Bradley On Demand. If you're still not enrolled in Bradley On Demand, you're missing out on the best virtual automotive training in the world. Enroll now or contact us for a free test drive of the platform today. All right, ladies and gentlemen, we are back. It's the Millionaire Car Salesman Podcast, and listen, we've been giving you a lot a lot of theory. We've been giving you a lot of just ideas and things like that. But Ken, Sean, if we can get into some of the strategy, man, some of the numbers. Yeah, can you help some folks out with some of that?

Sean V. Bradley (00:29:07.16)

Absolutely. So, so, Lyman, let's go through this. I'm gonna keep asking these fast questions. So first question is, how much? Okay, before you answer, I just want you to start thinking. Here's my thing. I see a lot of dealers still have $50 referrals. I think it's insulting. I see some dealers at about $200, what have you. Here's my opinion, and I've got stores doing I'm so proud of Jim Hudson Acura. If you go to jimhudsonacura.com and under About, you're going to see this lineman there. First time there's a referral, it's $300. It's a $300 gift card. Second one is $500. The last one is $1,000. And I think it might be $200, $500, and then, yeah, $200, $500, and $1,000. It's $1,700. So the way that it works is crazy. Is this, if you refer somebody to me and I close them, within this month, you're going to get $200. The second referral that you give me that closes this same month is the second one's going to be $500. The third one you give me is $1,000. So they cap it out at actually paying out $1,700. When I put this program in, within the first 2 weeks, they had already had 3 people max out the $1,700.

Sean V. Bradley (00:30:15.23)

So what I like about this concept is because it's not insulting. I want— I don't think you need to give somebody money, but I want to entice, excite, motivate somebody to the most of their ability. Because here's what I want, and I hope you don't get offended if you listen to me. I want frickin referral agents at 2 or 3 o'clock in the morning thinking about who the hell can I refer to Sean Bradley? Who can I send to T Got Your Keys? Who can I send to Jim Hudson Acura? And how are you going to do that? If salespeople are motivated by a pay plan, if salespeople are motivated by a stair-step in bonuses, why would we not incentivize the public as well? So again, I believe in having a stair-step program for the referrals. I would say that the bare minimum you should do is $200 to $300. And what I told my own daughters, you met, I don't know if you met both of them, but both my daughters are beast car girls. One's 5 and a half years automotive, one's 8 and a half. One was an F&I manager, one's a national trainer, yada, yada, yada.

Sean V. Bradley (00:31:13.01)

Even if the dealership only gave you a $200 bird dog, come out of your pocket with at least $50 or $100, because if it's a real referral, you would have never gotten that deal. So why not break somebody off a little bit extra? So the first question everybody wants to know is how much. So do you have a recommendation? You heard mine. What is your professional recommendation for how much?

Lyamen Savy (00:31:34.16)

I agree 100% with everything you just said. My philosophy on referrals is make your referral partners incredibly rich. If you look at the oldest, the most successful business men, billionaires, what do they always talk about is I made people who work for me incredibly rich. When you do that, when you're generous with people, they're going to always— they're going to be waking up every single day and rooting for you to succeed. Guess what? If you're spending— let's say an idea is accurate. Let's say you're spending $700 to acquire a vehicle from Facebook ads. Zuckerberg doesn't know who you are. He's not waking up and rooting for you to succeed. No matter what, he's going to get that $750 of course, from one of the dealerships, but your next door neighbor, your friend, your, I don't know, tattoo parlor nearby, you know, like you always talk about the agents, they're going to be rooting for you to succeed and hope you're going to be closing a lot of sales. They're going to be, they're like your little champions, your agents on the street keep vouching for you. So 100%, what the right number is, the best way to answer is if you know it costs you minimum $700 to acquire a customer through Facebook ads, for example, at least be willing to do that.

Lyamen Savy (00:32:43.06)

But if not, let's say $300. And actually, Sean, I could tell you one of the dealerships that did work with— used to work with us, he doesn't anymore. It was a huge auto group. They had 18 stores, and they're in New York, and the maximum reward they were willing to do is $100. And all of their GMs were against that reward. But the guy who's, you know, the head of the corporate refused to give more than $100. And he's like, it's almost insulting to give somebody $100. In New York, like, what are they going to do for that? I think the parking there is like $50. So the right answer is depends on your market, depends on, you know, maybe $100 for a different market would be a lot of money, but it depends on your market.

Sean V. Bradley (00:33:18.19)

No, Lyman, I love what you said, though, is put the money on the street is the— my thing is like Mark Zuckerberg or Elon Musk from X, again, they're billionaires. But if you turn and put that in the community, think about this a different direction and trajectory. Think about tipping. I mean, if you've got a lot of money and you go to the casino, you go to the hotel, why do you tip? You tip the service people. You know what I mean? Barbers, waiters, restaurants, you want to tip those people and always take care of those people. And here's what I also say, and I mean, you could steal this and you could use this in your— if you want to sell it.

Lyamen Savy (00:33:51.14)

I like what you just said about the bartenders. That's a great analogy.

Sean V. Bradley (00:33:56.05)

I got so much more. Watch this.

Lyamen Savy (00:33:57.20)

Okay.

Sean V. Bradley (00:33:58.10)

This is crazy right here. The way that military— you talk about Russia, KGB, GRU— the way that they infiltrate is what? Informants, right? Informants. The way that the FBI, the Secret Service, Homeland Security, the CIA, they have a network of informants. So when I train referral generation, which is a big part of what my curriculum is at Dealer Synergy— so shout out to Bradley and Amanda— we have a complete video-on-demand training, tracking, testing, certification for how to generate referrals. And in there will obviously be this podcast episode. But my point is this, I want every single salesperson, BDC rep, and manager to go into the local community and create referral agents. Referrals shouldn't just be when somebody sells you, somebody buys a car from you. If you sell a car, respectfully, Lyman, I think that's the most basic, simplest form is to ask somebody for a referral. I have what's called macro selling. What does that mean? I'm going to go after people that have access to a lot of people that I could theoretically get referrals on a daily or weekly basis. Like, like you said, tattoo artists, you know, waiters, waitresses, bartenders, mortgage brokers, real estate.

Sean V. Bradley (00:35:09.09)

There's just so many different industries that have access to a lot of people. And if you create for them a value package proposition, whether it's reciprocal referral generations, giving them a financial incentive, a stair-step program, whatever it is, this, you want to activate as many agents as you can. I also have with Tiana, she created ads, okay? And she would put the ads that she said that she was hiring, not that the dealership was hiring, she was hiring general contracting. So she put ads in LinkedIn, in TikTok, and Instagram. She put ads in actually Indeed, Glassdoor, um, uh, and those, and ZipRecruiter, and hired people for straight $10.99. Hey, if you refer me people, I'll pay you X amount of dollars. So think about that. We say that car sales is like owning your own business, but not— no, not if you're taking ups like an employee. Car sales is only like your own business if you treat it like your own business. And what business you only have yourself as an employee? That's not an employer. That's a solopreneur. So if you want to be an entrepreneur, you need to get some people under you.

Sean V. Bradley (00:36:15.13)

So does this make sense, Lyman?

Lyamen Savy (00:36:17.05)

100%. And even like with Uber drivers, Lyft drivers, DoorDash delivery people. They're— the gig economy is huge. And so I can imagine—

Sean V. Bradley (00:36:26.09)

I, you know, I'm stealing that one because I talk about all this. There's videos, I don't know if you saw, there's videos of me in a tattoo place.

Lyamen Savy (00:36:32.03)

I saw that video. Yes.

Sean V. Bradley (00:36:33.16)

Yeah. So again, but I've never used the Uber ones. I'm gonna take that for my Toyota presentation.

L.A. Williams (00:36:38.17)

All right.

Lyamen Savy (00:36:38.20)

Okay.

Sean V. Bradley (00:36:38.23)

Your kung fu is good too, girl. So, so now, okay, so we have the money aspect of it. I love that. You know, you get what you pay for. There's a reason why there's a Rolls-Royce Phantom versus a skateboard. I mean, they both have wheels and they both get you to a direction, but there's a different experience on the way there. So I love that answer. So now, okay, so we have the money part of it. What's the structure? There's got to be rules. There's got to be structure. There's got to be accountability. There's got to be tracking. So how do you make this a program or how do you make this structure so we could track it, measure it, and grow it?

Lyamen Savy (00:37:14.00)

Yeah. So the way we do it at Blaber— no, that's— and I'm not trying to pitch, but that's the—

Sean V. Bradley (00:37:18.21)

you have my permission. Just tell us the damn thing. Go ahead.

Lyamen Savy (00:37:20.20)

Okay. So basically the way it works, the way we've built it, is every dealership gets their own referral app that people could download from my Apple App Store and Google Play Store. It's a native app. It's always persistent on their phone. So it's like a business card, but it's always on your phone versus giving people business cards which they throw away in the garbage. So one of the most important parts of a smartphone or an app is that you can sync your phone contact list. By doing that, you're immediately eliminating the first objection usually people have when you ask them for, hey, can you introduce me to people? They're like, nobody comes to mind because they can't think of someone on the spot versus if they sync their contact list as they're going through their phone book, like, oh yeah, that person, that person I can introduce, that person I can introduce. The second part is, is what to say. So for example, one of my friends just bought a car, Mercedes. Mercedes had a great experience. She loved the salesperson. We actually ran into the sales guy at the restaurant we were in, and she's like, oh, that's the guy who sold me the Mercedes.

Lyamen Savy (00:38:15.07)

He's great. And I'm like, huh, interesting. I'm like, would you introduce him to people? You know, she's like, yes, I would. And she's like, you know what? He asked me to write a Google review. She's like, and I said I would, but I haven't had the time because I need to stop and think about what to say. And that's also what prevents people from sending a referral or making an introduction. So with our app, once you sync your phone contact list, all you have to do is click, tap on a name. It opens up your native text message app. It pre-populates the salesperson's contact information, the referral's contact information, and the introduction message. And the introduction message is very simple. It just basically says, hey, John, I just bought a car from Sean. He was amazing. Awesome experience. If you're ever shopping for a car or know someone who is, I recommend them. You know, save his number for the future. So by having the message pre-written for the person, that again eliminates another friction, which Yeah, I'm going to do it, but I need to think about what to say and write it versus, hey, just download the app, sync your contact list, hit send, and that's it.

Lyamen Savy (00:39:09.15)

It's done for you. And the other thing is, you know, by writing that introduction message, a lot of times people might hesitate to introduce you because they're like, well, I don't want to overpromise. What if, you know, the salesperson messes up? But if you show them with the introduction messages like, hey, I just bought a car from Sean, he was awesome, or meet my friend Sean, he works at this dealership, he's amazing, he'll take care of you if you're looking for a car, then that message becomes becomes less frightening because you're not really putting all your reputation on, you know, on the line in case something bad happens, but you're just literally making a warm introduction. And so the app eliminates that friction— what to say, who do I introduce them to— and the fact that you're not asking for a referral but just introductions. I just want your friends to know who I am and I'll take care of them.

Sean V. Bradley (00:39:51.21)

So question, because that sounds intriguing. It's so funny, we should have connected a long time ago. My daughter's been telling us we need to connect. Here's what I tell people, which is crazy that you said this. I tell— I'm older and I don't have Blabber, right? So I just old school stuff, just like, like hand doing stuff manually, which is hard. I love what you're saying better. I would tell all my new, my new hires that we just have from doing a new thing, hey, export all of your contacts from your cell phone and export all of your emails from your like Gmail, Outlook, or whatever it might be into a CSV file. Once you have all those in your CSV file, you could upload those email addresses into Facebook Ad Manager or Google Ad Manager, and now we could start targeting ads, whether they're display ads, they're video ads, and/or retargeting ads. So my question is, does your software— I, I, I love the app thing and it could send the individual messages and pre-written. Is there an integration or are you planning integration to be able to do what I just what you just said, where you could syndicate these contacts to ad managers to be able to target your own people?

Lyamen Savy (00:40:58.16)

Uh, no, only because of privacy reasons. Um, because when a person's syncing their contact list, it actually says very, um, uh, prominently there that your contacts remain private unless you actually make the introduction. The dealership doesn't get the contact.

Sean V. Bradley (00:41:12.10)

No, no, you're missing it. I'm talking about my own personal. Let's just say, for example, here, if L.A. Williams— see, if L.A. Williams is a new hire, he works at Bradley Automotive, He's a salesperson. I'm saying, L.A., export your personal contacts, you know, for yourself and let— and so this is not referrals. This is basically him prospecting. I was just curious because I'm thinking that would be amazing if you're— if your thing already has an app. Is there any way that let's just say I— if I or L.A. was a salesperson, we're using Blaber. And again, I'm not talking about if you refer somebody to me, I get that. What I'm saying is what about my own contacts? What about all the people that are in my email address or my phone contacts? Is there any way that we could export those easily into an ad manager and start targeting my own people? There's no privacy there. My people already.

Lyamen Savy (00:41:59.15)

Yeah. So, Sean, I love that idea. I will add that as a feature. But we do have something not exactly that, but something different. So when I—

Sean V. Bradley (00:42:09.10)

well, pause. If you add that, I want a point or two on that. I'm saying that's a good idea.

Lyamen Savy (00:42:14.18)

Okay. So the way the app works is if the salesperson is logging into the app, not the prospect or a customer or friend, but a salesperson, they actually have additional business features. And one of them is share the app. And so again, for a salesperson, you have to make it super easy for them as well too, especially if they're brand new, if they're junior, sometimes they don't know what to say, how to say it, you know, things like that. So the salesperson can also sync their contact list and all they have to do is just tap on a friend's name. And then it says, is this a close friend? Is this a family or is this just general public? And based on that, it already opens up the text message and sends a message to the friend that says, hey, Sean, long time no speak. I work now at this dealership, blah, blah, blah, blah, blah. So the introduction message is already pre-written. So the salesperson does actually have to hit send. So it's different than what you're saying about Facebook, which I need to do that too. But yes, there is an easy way for a salesperson to actually let people in their phone contact lists who already know them, already trust them, to know that they have a referral program when they work at this dealership.

Lyamen Savy (00:43:12.07)

And by the way, Sean, that's actually one of the most powerful things. I've only been in automotive for 6 or 7 years. As soon as I got into automotive, all my friends who knew that I was in automotive, which it's not like I made a big announcement or anything, but those who knew that I was in automotive, every time they needed a car, they just naturally called me saying, hey, Lyman, I need to buy a Toyota. Who do you know that works at a Toyota dealership? So just letting people know that you're in the car business is huge. So the app, yes, does make it easy for people to go through their phone contact list.

Sean V. Bradley (00:43:41.04)

So tell me about the tracking, because what would be amazing is this. It would be amazing if I— like, I'm just saying, like, if I— because I don't know a ton about the Blaber yet, and I look forward to learning more about this after the show, but I would love to be able to keep track of all my referral agents I would love to be able to rank them to be able to see who's my best referral agent. And then here's the thing that I think a lot of people forget, and I'm really curious, and I want to put you on the spot, but I think that what most people miss is education. Because think about this, there are— we're supposed to be trained car salesmen, trained car salespeople, and we have to have product knowledge training, we have to have sales training, road to the sale training, referral training, and we still sometimes are not great at it. How do we expect a prospect or a referral agent or referral person to be able to master sales? So here's what I find is not only do I train— when I train my salespeople, my managers, and my BD reps how to get referrals, how to get referral agents, part of it is not just finding who and giving them a good pay plan, it's educating them.

Sean V. Bradley (00:44:49.13)

Because if we could give them better word tracks or even better materials, if we somehow magnify, amplify the probability of a referral agent being successful? You know, I mean, it's like anything else. If I'm a referral agent and I can't get any referrals because whatever reason, I'm not going to bother. But if I make that first check, second check, it's like, oh my God, this is easy. The better I'm at it, the more that I'm going to do. So is there anything that Blaber has for education or training, not just to the salesperson, but to the actual referral generating person?

Lyamen Savy (00:45:21.23)

Yes, a couple of things. So one, Sean, you're talking about the tracking. So one of the key things is about tracking. That's what Blaber is literally built on. So every time a salesperson shares the app, we know that they've shared the app. Every— and there's a report, there's actual leaderboards that shows which salesperson shared the referral app with the most amount of people, which referral got the most amount of referrers, agents joined the referral program, which salesperson got the most amount of referrals and deals closed. Through referrals. And there's leaderboards, so you can actually have salespeople compete against each other. Even if you have multiple stores, you can have each store compete against each other. So yes, all the tracking is there. And we also integrate with DMS, so all the referrals that converted to a sale is automatically tracked. And so you could make sure that those are legit. And we even have like fraud protection tools that says, hey, the person who was referred is a co-buyer, like, is this a legitimate referral? Like, so it has a bunch of fraud protection tools as well. So regarding the training for the agents, or I call them referrers, but I like how you, you call them agents.

Lyamen Savy (00:46:20.23)

Um, we don't technically provide training for the referrers because it should be so organic because people don't like to— they don't want— actually, that's one of the most important things. When, when, if you look at our dealerships who have our referral program, one of the things we always position is all you have to do is just make an intro and I take it from there. You don't have to follow up with people, you don't have to do anything. Like, I'll do everything, you just need to make an intro introduction. So, but what we do train our salespeople to do is when you're talking to, let's say, a customer who is sitting in your office, you want to what we call activate at the moment, activation at the moment. So meaning like, if, if the customer is sitting next to you, instead of just telling me, hey, I have this app, you know, use it whenever you get a chance, hey, do you have one more second? Let me show you something. My customers use this app to introduce me to people. Uh, let's do one first together, you know, click here, sync your contact list.

Lyamen Savy (00:47:07.18)

So you would basically train the salesperson to talk the customer who's next to them or their friend on how to do it. Because if they do it once, they're going to do it the second time. So you want them in the moment to send the first introduction, basically say, here, sync your contact list here, tap on a name here, click send. That's it. Now I take over. And when they buy a car from me, you get paid $200, $300. So the key is because if I— maybe you disagree, but if you're training somebody, average person is not going to want to be trained.

Sean V. Bradley (00:47:39.06)

I, I don't disagree with you. And I want to be— I want to clean that up. I don't mean like curriculum training. I'm talking about like conversational starters.

Lyamen Savy (00:47:46.19)

Yeah.

Sean V. Bradley (00:47:47.09)

Or, you know, because some people might say no. Like if you watch that video from the tattoo place, that video, I know what you're talking about. I try to up the tattoo person. She was like, no, no, no, no, because she thought it was going to be complicated or she thought that it would be difficult. So if we could provide the word tracks or provide the conversation starters or how to shepherd somebody to us. That's what I meant. But we're on the same page.

L.A. Williams (00:48:10.10)

Yeah. Real quick.

Sean V. Bradley (00:48:12.16)

Real quick. LA is the police. He's trying to come in.

L.A. Williams (00:48:15.04)

I'm like, we gotta go. No, no, I want to add something.

Sean V. Bradley (00:48:18.03)

Okay. You can ask a question then. Go ahead.

L.A. Williams (00:48:19.23)

No, I want to add something because, and here's the deal. I mean, every business does that, right? Every business, if you've got an email list or anything like that, there's different things that they'll say to say, hey, if you know someone, just say this, right? I mean, how many times do we hear on a commercial, hey, you know, tell them you were hurt, tell them you heard it on such and such, and that, you know. So we, we give people ways to have to start conversations or to end things, to let them know like where it came from. And so like, I, I definitely see what you guys are definitely both saying the same thing, it's just in a little bit of a different format. But yeah, Sean, you're absolutely rolling. Yeah.

Sean V. Bradley (00:48:55.22)

All right, let me, as we start Go ahead.

Lyamen Savy (00:48:58.05)

I was going to say, you know, the other thing is like, for example, one of my salespeople at a Toyota— what is it? All American Motors, a dealership in Tacoma. One of the sales guys, he told me, he's like, as soon as his dealership signed up with us, he got his mom hooked up with the dealership referral app. He's like, my mom goes to church, is part of a bunch of communities. And she's like, when people say— when she tells people like, hey, my son works at this dealership, If you ever need a car, you know, he'll take care of you. She's like, she doesn't have my business cards. So she's like, so he trained his mom. He's like, here, install this app. And now all she has to do is she's selecting him as a salesperson. Now she has to do is just quickly make an intro. So the key is not this. It's more like positioning with your agents or referral partners is that, hey, you just have to make an intro, just tap on a name and the introduction is sent and I take over from there. So that's always my talk track.

Lyamen Savy (00:49:50.04)

Back. Just make it simple, stupid. You know, like that saying, there's a book called Make It Simple, Stupid.

Sean V. Bradley (00:49:56.17)

I want to, I'm going to ask one more question before we, before you're winding down. Can you give us a couple dealership examples of like that you've worked with? Like, for example, for us, one of the biggest stories that we have, first of all, Dealer Synergy has over 30 covers of every major magazine from Auto Success, Dealer Principal, You know, Dealer Marketing Magazine, Digital Dealer, etc. And one of our stories, we have it, we took a Ford dealership called Bob Ruth Ford in Dillsburg, Pennsylvania, from delivering 75 units a month to 395 units a month in a population of only 2,500. So again, if I was on a podcast and I was talking about internet sales stuff, I would reference that. You are the guru for referral generation, referral technology. Can you give us like 1 or 2 examples of some dealers or dealer groups you're working with with and just share like what you guys did before they had you, what was the situation, and when they signed up with you, how many more referrals did they get and how much more money they make because of you guys? Just curious.

Lyamen Savy (00:50:57.12)

Sean, you're putting me on the spot because I didn't pull those numbers before getting on the conference call. I just have anecdotal stories, you know, like one of the dealerships the other day sent me a text message saying, hey, we got a referral. She sends me a screenshot of the introduction message and what it said and things like that. And she's like, and that person closed the deal on the same day. So I wish I, I should have been more—

Sean V. Bradley (00:51:17.09)

Okay, it's all right. So let me redirect the question. Here's an easier question. If I was a dealer principal or general manager, I'm like, okay, you got me interested. I listened to this podcast about referrals. All right, I'm calling you. Um, if I signed up with your company, what could I expect? How many more referrals? Let's just say, um, I am— I'm just going to use the Acura dealership. It's not even— it's not Lexus or Mercedes. It's a beautiful Highline, but they don't have the volume. But it's a beautiful dealership in Augusta, Georgia, Jim Hudson Acura, for example, right? If Jim Hudson Acura is about to sign up, you know, for Blaber referral generation, what could I expect? And how long does it take? Will I be able to see results in 30 days, 60 days, 90 days? And if so, what are those results? How do you quantify success? Is it by having referrals come in? Is it referrals that close? Is it gross generated? Help me explain how— what can you do and how do I measure the success of what you do?

Lyamen Savy (00:52:14.14)

Yes. So the way to measure is one is the big indication. So there's two sources of referral leads. One is a customer and one is your friend, your salespeople, friends, family members and things like that. With customers, if let's say a dealership sells, I don't know, 100 cars per month. So then it depends on the dealership. Like, what's the goal? Do you want to have minimum 40% of your customers who bought a car from you download the app and make at least one introduction? Like, what's the goal? And the results really depend on—

Sean V. Bradley (00:52:40.19)

I'm going to speak to you like a car guy. I mean this with all respect, but I'm going to be a GM. I don't really care about that. I mean, like, what I care about is money. Cash rules everything around me. If I'm going to pay for a vendor, you know what I mean? I don't give a shit if it's 40% download, you know, or 30% download or 60%. What I care about is, okay, if I spend X amount of dollars in this referral program and I'm going to get my salespeople running around getting referrals, How many more referrals will I get with your system? Because without you, I might have X amount of referrals. Let's use 100. If I have 100 car sales, how many of those car sales are from referrals? Maybe 15, 20, maximum 15 or 20% of the overall store sales might be if I'm lucky. So now if I, if I sign up with your company, how many more referrals referrals will I be able to get, and/or how much more money will I be able to make? Because at the end of the day, Lyman, that's the only thing dealers care about.

Sean V. Bradley (00:53:37.05)

Like, they don't want to just shuffle the deck. They want either more referrals or more money or both. What can you give me?

Lyamen Savy (00:53:43.16)

So the most important feature of the Blabo app is it allows you to sync your contact list. So most people who do get a referral, they usually get one referral. So the sync your contact list, you could get at least 5 to 6 minimum introductions per person. So, and then out of those 5 to 6 minimum introductions, how many sales? Well, if somebody is introducing you to people they know, the chances of somebody being in-market shopper right this minute are low. But we know that 16% of those, let's say if you were to be introduced to 10 people, 16% of those people will be in-market shoppers this year or in the next, you know, 6 months. So your earlier question, like, will they see results immediately within 30 days? Probably not 30 days. In 30 days, they're going to see people downloading the app. They're going to see people, you know, sharing making introductions, but the sales could take, you know, 30, 60 to 12 months because they need time to actually to be in-market shoppers.

Sean V. Bradley (00:54:34.14)

But that's okay.

L.A. Williams (00:54:36.18)

Yeah, it's interesting you say that because we know like when, when somebody buys a car, someone literally right in their direct circle ends up buying the car in the next 90 days. I've seen it happen in my personal life.

Sean V. Bradley (00:54:46.23)

Lyman, she's right. NADA says this. The NADA says that when somebody buys a car in the United States, whether it's directly from you or it's from your direct competitor. If somebody buys a car from you, someone else in their household will buy a car in 90 days. That's an official NADA stat.

Lyamen Savy (00:55:02.05)

Interesting.

Sean V. Bradley (00:55:02.18)

I've never heard of that statistic, but yeah, start adding that into your deck because you're going to sell more. Yeah, no, for real, because that's a fact. And that's why I was saying this. So I respect what you said and we don't need instant gratification because that's going to be BS. So if it takes, you know, 60 or 90 days to kick in and start getting sales, good. What would it be like? Let's just say if a dealership before Blaber was— am I realistic? Is it— would you say a 100-car store, would you say that 10, 15, or 20 sales maximum are referrals? What would your professional opinion be?

Lyamen Savy (00:55:35.20)

I mean, that is what I hear from dealerships saying, but I actually don't think they know because there's no way for them to actually track how many referrals.

Sean V. Bradley (00:55:42.18)

I would agree with you. That's beautiful. So in your opinion, and give me your expert opinion, you know, because it's just your opinion. What do you think the average store really has? If a store sells 100 cars, how many does Lyman think are real referrals realistically?

Lyamen Savy (00:55:56.12)

If a store sells 100 cars, I mean, realistically, probably today less than 10% are referrals.

Sean V. Bradley (00:56:02.02)

Okay, fair enough. So let's just do that. Let's just say that you're right. I have a 100-car store. I'm listening to this podcast. I'm like, man, she sounds really smart. I need to talk to her. And I'm talking to you and I'm saying, okay, "Look, you're right. I sell 100 cars. You spot on, 10 of them are referrals. If I sign up with Blaber, whether it's month 2 or month 3, how much more is the net lift? Will I be able to see 15, 20, 25 sales a month?

Lyamen Savy (00:56:27.16)

What do you think is realistic?" Shawn, I don't want to overpromise and just, you know, say things that aren't—

Sean V. Bradley (00:56:34.00)

Then underpromise and overdeliver.

Lyamen Savy (00:56:36.15)

You know, and you know, It's a thing like we're a woman, we never want to overpromise. It's our personality. Like we're over—

Sean V. Bradley (00:56:42.15)

Underpromise then. Tell me, tell me what the least I could expect is that way. So what do you think the least would be like? Because there's no point, honestly, if I'm going to buy a product and in 60 days I'm still only selling 10 cars. You know what I mean? Like it doesn't make any sense.

Lyamen Savy (00:56:57.04)

Here's the reality, guys. Technology can only do so much, but if the salespeople are not using it, it's not going to do anything. So when you're asking me You know, if a dealership sells 100 cars and they buy Blabber, like, how many more referrals are they going to get? Well, it depends on our salespeople are going to be using it.

Sean V. Bradley (00:57:11.06)

And if they're my store, they're going to use it. I'm going to make them use it. I'm paying for this. So fair enough. If it's my store, do you think— you know me, right? Do you think that if I sign up with this, I'm not going to let my— I'm not going to make my salespeople do it?

Lyamen Savy (00:57:22.15)

Yeah. So exactly.

Sean V. Bradley (00:57:23.09)

So like, so my store— forget about it. Yeah. For my store. So if I'm a 100-car store and before you, I'm selling 10 cars from referrals, and it's my store and I'm going to make sure that my salespeople do whatever you say to do. What do you think is minimum realistic for my store, Sean Bradley Store?

Lyamen Savy (00:57:39.23)

So let me grab my calculator.

Sean V. Bradley (00:57:41.23)

So I love this and I'm proud of you because you're not scared. You're— I love this. This is real, people. You see this? She's getting her calculator right now. This is good, girl. You're doing good.

Lyamen Savy (00:57:51.10)

Okay. So if let's say 100 people bought a car from you, my personal goal, if I was a GM of a dealership, would have been at least 40% of those people would make an introduction. So minimum 40%. So that means 40 customers make introduction. Now the next goal is to get at least 5 to 6 referrals per person. So let's say I'm going to do 6, that's 240 referral leads. Now out of those 240 referral leads, how many of them would actually close? And like you said, according to NADA, uh, what is that, the, um, 90 days?

Sean V. Bradley (00:58:19.19)

Somebody else will buy a car within 90 days.

Lyamen Savy (00:58:22.08)

But some Some could take, you know, 6 months, some could take 12 months. So you, again, you have to put them in a CRM and put you, by the way, with Blabber, everything is automatically added to CRM and then you have to have a separate nurture system.

Sean V. Bradley (00:58:31.12)

But 10% of what you just said, which I think would be realistic, is 20 to 26 cars. If you're getting 222 referrals, if you're getting over 200 referrals, 10%, you know, again, and I'm not saying maybe month 1, but within the first, you know, 90 days, I'm thinking that that would be realistic. Stick. So, and again, guys, at the end of the day, you know, that's all we're looking for. There isn't one thing that you're going to get 50 or 100 cars from. That's not normal. But what you want to try to find is one thing that you might be able to get an extra 10, 15 cars, maybe 20 cars. And again, if you have 20 people on your floor, I've got dealer groups that got, you know, 400 salespeople. So again, this was Lyman, you did amazing because, you know, you want to keep the integrity of the product and answer my questions, but you're right. There's a lot of variables. Okay. What kind of franchise? I mean, this is different for Mercedes versus for Kia or Mitsubishi or buy here, pay here. And also, if you just buy this and don't do anything with it, I mean, there's people that stroke large checks on me and don't listen.

Sean V. Bradley (00:59:31.23)

And I still cash the check. I mean, so yeah, you know, you're not wrong. You said everything right. That's why I respect what you said. I believe you guys. Listen, we got to wrap up. We got to turn around and pay these bills. I gotta get home to my smoking hot wife and my kids and my pugs. But before I go, I'm gonna let LA close us out.

L.A. Williams (00:59:49.14)

Listen, I always say, listen, you are the average of the 5 people who you spend the most time with, and you've just been spending time with someone who is a referral queen. This is what she does— marketing. You gotta get better at marketing. And if you've been listening to us over the last hour or so, I know your skills improved with marketing, right? You want to spend time with some Sean V. Bradley Bradley's of the world, you already know what he brings to the table. And listen, I'm the blind phone master. They call me the blind master, whatever. Listen, you're— it's your turn. Go out there and be a millionaire car salesman. Take it to the top. I'll talk to y'all next week. Peace.

Sean V. Bradley (01:00:25.21)

Thank you so much for watching this week's episode. If you liked it, you're gonna love Bradley On Demand. Bradley On Demand is the most advanced virtual training, tracking, testing, and certification platform. What does that mean? It's an online university. And if you like this information here, we have hundreds and hundreds of advanced videos, step by step on how to help you sell more cars more often and more profitably. So sign up now.