Steve Roessler transcript powered by Sonix—the best video to text transcription service

Steve Roessler was automatically transcribed by Sonix with the latest audio-to-text algorithms. This transcript may contain errors. Sonix is the best way to convert your video to text in 2020.

Kelly Kleinman:
Hello from Southern California. This is the DealershipNews.com podcast where we bring you the new and old school insight into the business of selling cars and service. So you have the foresight to grow your dealership and stay ahead of the competition on Kelly. Kleinman. Here is our show. We have with us Mr. Steve Roessler. of Drive Centric.

Kelly Kleinman:
He’s one of my best buddies. And Steve. How you doing?

Steve Roessler:
I’m doing good, man. I’ve been under the circumstances.

Kelly Kleinman:
Yeah. Yeah. You had some shoulder surgery. You grew a beard. What’s next?

Steve Roessler:
I figured, yeah, it’s no shave November. So I figured, why not? A lot of guys have a beard here, so I figure I join the crowds or during our Christmas party nights. I got it’s the only time I’ve had a beard.

Kelly Kleinman:
Hold on.

Steve Roessler:
Oh, my God.

Kelly Kleinman:
We got it. We got. So that was my producer. We got to get to this thing. You know, folks, Steve, I’ve known Steve now for I think going on about a couple of years. And he has this the greatest personality we love working with him and seeing him at all these trade shows. You know, he has the auto industry’s most famous hair. In fact, it’s been booked to glisten as the NADA keynote speaker in February. Steve? It’s crazy, but I heard. You know, it might not be. It might not be accurate. But I heard you got sued for trademark infringement by Jimmy Neutron.

Kelly Kleinman:
Yeah. Jimmy is after me. So is Johnny Bravo. And, you know, I got to give the other hair twin that. You know, I’ve got the dry look here. But Frank Lopes has got the wet look about. Whatever. Whenever we talk hair, I always include Frank. I mean, Frank’s a buddy of mine. So we have a good time with. Sharing hair gel products.

Kelly Kleinman:
But you’re the only person who could literally become invisible by putting on a hat.

Steve Roessler:
That is probably true. That is probably true.

Kelly Kleinman:
But seriously, folks, Steve has an amazing personality. If you know him, you know this to be true. He has cutting edge insights into how business should be processed by salesmen, which is more psychological than how it should be conducted by the dealership. He’s the Live With Drive Guy. He’s the mean guy. The video marketing guy. The networking guy, making sales fun guy, the branding guy, because he’s our automotive trade show Personality of the Year.

Steve Roessler:
Hey. Live With Drive

Kelly Kleinman:
Hey, I got through that in one take. Unbelievable. I haven’t had coffee yet. But congrats Steve.

Steve Roessler:
Hey, well, thank you very much. That’s pretty cool.

Kelly Kleinman:
Well, you know, this is technically our Ask An Expert segment. So let’s get to what do you say? Let’s do it. Yeah, get this little buzz in my ear by my producer. So let’s I mean, you’re the branding guy. Everything now is video. And that’s what we do. We do this content marketing thing. We’ve had a great deal of success with it. How do I set my sales and service staff up to succeed by using video and social media as a means to brand themselves and win customers for life.

Steve Roessler:
Yeah. You do it with video. Video is just such a powerful tool. I know it video’s been talked about for years and years and automotive. Well, we did a DriveCentric as we build it within the CRM. So it became a lot easier so people could do videos using other tools. But so there’s two there’s two parts. This is, you know, when customers are buying a car, you know, and I think we know people to talk about and scared of Carvana out there. And I think if we go out there and ask ourselves why? Why are people going to Carvana? And it hit me probably about six months ago. And I kind of leverage this now and educate dealers. Carvana is the non human approach of buying a car. The fact of the matter is, is customers, given the data out there by digital retailing companies out there, you go out there, hear it, customer still want to test drive the car. A big portion. Nobody is going A to Z yet. Now, I mean, I know Carvana is sold like I think it was 40,000 units in the last quarter. So that means is a big number. But I think what video is doing is in the car by an experience, which is what Carvana it isn’t.

Steve Roessler:
And if we know that customers are telling us, hey, I still want come in and test drive the car. I think what customers are telling us indirectly is, man, we know 90 percent of customers don’t trust the dealership and the customers want to know who they’re dealing with before they come into your dealership. And video is that that bridge, it’s bridging that gap to the customers. So the customers are more like they come in and visit the dealership. So now that’s a personalized video experience that, you know, of customer sent in and internally. Let’s just introduce ourselves. Let’s walk around the vehicle. Let’s confirm an appointment video, which is, you know, we’re going to talk about some stats on some of these other video techniques and what that’s going to do for a dealership. But when you go to social media, you know the branding of social media. And again, it took me a long time to do this because, again, which DrivesCentric, it’s still a startup. And I’ve been, you know, luckily just the face of the brand of the company that they’ve installed me with. So it’s pretty cool. But video on social media, it’s always funny as I tell everybody, if you don’t know it works until somebody says something to you.

Steve Roessler:
Because you know I like it. Or, you know, you’re always like wanted somebody to share it. You don’t want Kelly.. You didn’t like my video. Oh, my God.

Steve Roessler:
You know, people get offensive. But I sit there and when I go to a trade show like NADA is coming up, or if I go visit a dealership and obvious man, I’ve seen your videos. I mean, that is what keeps me going on, doing videos on social media. So I leverage social media videos for what I’m doing is really to educate, you know, start talking about personalized video ideas right now with a personal video challenge.

Steve Roessler:
And you know, I’m on personal video challenge number eight and it is getting traction. You know, people are starting to recognize it. People are sharing it. I think general managers start and leverage it. So it becomes a different way of branding. I want to personalize myself when an opportunity is out there with a customer that is in the market looking for something. That’s one way to brand. And then your branding, what’s called upstream marketing. So you start building a personality out there in the market. I happen to be obviously solid dealers. But if I’m a salesperson doing video, I would educate the customers. And that’s that’s what I’m doing is I’m educating dealerships. On the flip side, if I’m a salesperson and I want to brand myself, I become the brand for my dealership. And that’s why, like so many guys out there in the auto industry that are doing YouTube videos. You know, people specifically look to buy cars from them because they they become that YouTube superstar. They become a celebrity. People will travel all across the country to buy cars from these guys and they’ll buy it at MSRP just because if they’re a celebrity and that’s what indirectly is really happening out there.

Kelly Kleinman:
Yeah. Do you think it works so well? Because old school techniques are too antiquated now, maybe culturally unacceptable. And then does video work for a younger demographic than an older demographic or is pretty much everybody warming up to it because they’re all tired of being sold?

Steve Roessler:
Well, yeah, well, I think it you know, again, you have to communicate on the customer’s terms. So, I mean, if a customer if I send you a video and I think this is what you’re asking for, is does would everybody want to see a video, is that kinda where you’re going? Yeah. I don’t see why you would. I mean, I think if anybody wants to go to YouTube and watch a video, I mean. I mean, I guess, you know, are older people doing it. I would have to go out there and get the studies for that. But but I think the idea is, as you know, if we can help tell the customers, I’m going to send you a video. If I’m dealing with somebody older, hey, I’ll send you a video. So maybe you want to take the time, you know, to research the car. I’ll send you the video. So it’s right there.

Steve Roessler:
If you have somebody who’s older, I want to help them, you know, provide a simpler way of buying a car from me. So you know what? I’m going to Kelly.. I’m going to sell you. I’m going to send you a video, the car so you don’t have to go online, because maybe you don’t want to go online and look around. I’m going to bring the car to you through video. So I think we have to tell the customer what we expected. I think if it’s at your deal with a younger generation, you said that they’re going to kind of know they’re they got Snapchat, they got all these video tools that people are doing. I think we’ll give it a guy to go with the data. People are watching videos. People are watching videos on the Web site. They’re looking at cars are going on YouTube researching the cars. All of a sudden now I’m communicating on most customer’s terms anyway. So you’ve got to go with the data. But I think you’re dealing with the older generation. You’re probably got direct them on why you’re going to send that video and how what’s going to help them in a research.

Kelly Kleinman:
Producer Joe.

Steve Roessler:
Producer,… was I too long there.

Steve Roessler:
Now, now he wants to know what kind of case Study that kind of numbers you could throw at us.

Steve Roessler:
You know, I could do well, you know, with. Again, there’s every opportunity to send a video. What’s what’s the producer’s name? What’s it? Joe, Ace.

Steve Roessler:
I like him. I like Joe. All right. So, Joe, you don’t with with video, because video can go a lot of different ways. One of the dealerships we receive.

Kelly Kleinman:
See, that’s actually Hudson Ford. He’s not wearing his trademark hat, though. He’s trying to be incognito. Hudson Ford. Yeah. We do a segment. We used to do a segment with him. We’ll bring it back when I actually have time to do it. I didn’t interrupt your mojo.

Steve Roessler:
Well, that’s pretty good. So, yeah. So the case study I was telling you about, though, was a dealership was tracking. That’s when there’s no really way of doing this except implement a process. So what a dealership did. Up in the northwest was for every appointment that they confirm. They sent a video to make sure that customer would show up. And you just kind of think about what’s most coveted thing in a dealership. It’s me. I’m going to schedule an appointment. Make sure they show up. So what they did was they started implementing, hey, every customer, we’re going to send a confirm appointment video, whether it’s from the desk, they go through the car sliding away. But what they did was a stripped out the bad financing customers, an 88 percent of the customers, at least in the month of August. This was a case study I did for 20 group. 88% of those customers that showed up bought the car.

Steve Roessler:
That’s a huge number. And he just kind of think that it was a video, a part of that. You know, maybe, hey, what about the car anyway? But did it help steer them that way? I’d like to think that the right actively did the right activity delivers a better result. And if more people are watching video, we got to believe that the right activity is going to help with those results and videos just happen to be a part of that.

Kelly Kleinman:
I couldn’t agree more, Steve. Thanks again for joining us on Ask an Expert. Oh, by the way, Hudson sent me a little note on my text. He texted me that Lopes will get Hair of the Year, Hair of the Year.

Steve Roessler:
There you go.

Steve Roessler:
I should be insulted by that. You know, because I mean, I should have the best hair.

Steve Roessler:
You should have the hair dry. There you go. There you dry look at that. Look right there.

Kelly Kleinman:
Thanks for joining us, guys. Steve Roessler. DriveCentric. Ah, ah, ah, man. Who’s Sean Kelly. is our Man of the Year. Oh. You’re Trade Show Personality of the Year. Yeah. It’s sort of the official here. So I’m an official here. I’ll stop. Have a great weekend, Steve. I’ll talk to you soon.

Steve Roessler:
Thank you, sir. Take care, guys. You bet. Thanks for having me.

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Ask the Expert: Interview with Owen Moon of Fixed Ops Digital transcript powered by Sonix—the best video to text transcription service

Ask the Expert: Interview with Owen Moon of Fixed Ops Digital was automatically transcribed by Sonix with the latest audio-to-text algorithms. This transcript may contain errors. Sonix is the best way to convert your video to text in 2019.

Kelly Kleinman:
Hello from Southern California. This is the DealershipNews.com podcast where we bring you the new and old school insight into the business of selling cars and service. So you have the foresight to grow your dealership and stay ahead of the competition. I'm Kelly. Kleinman. Here is our show.

Kelly Kleinman:
Our guest today on Ask the Experts and this is our first segment ever ask the experts. He's one of our vendors of the year for 2018. Rumor has it. Rumor has it. There just may be a repeat for 2019. He is CEO and co-founder of Fixed OPS Digital. Mr. Owen Moon How's 2019 treating you Owen.

Owen Moon:
It's been a it's been a whirlwind. I'll tell you it's been a blur a lot at lot of stuff going on. But thanks for having me Kelly. Appreciate it.

Owen Moon:
Love what you're doing with DealershipNews.com and look forward to continuing to provide great content and exposure to the auto industry.

Kelly Kleinman:
Well, you're about to actually give us some great content right here. If this is the Ask the Expert segment, it's the first time we've ever held this. And I think it's going to do the industry some justice. So let's start off. I want to ask you a question that all dealerships should be asking, and that's how to optimize their SEO game, to drive organic and direct search traffic into the service lane of their dealerships.

Owen Moon:
Yeah. You know, it's actually kind of our I guess you could say our sounding board for 2019 and kind of what we founded our company on was actually helping create more visibility and a better user experience on dealerships on their website. And it's working. I mean, we we have seen tremendous growth on our end from a dealer account as far as clients and things like that. And that doesn't happen if you're not doing something right. And you know, really what we have found is that if you can build more relevant service content on your website, it's it's the best way to sort of start the process, to turn in your service department into more of a digital powerhouse in your market.

Kelly Kleinman:
And that requires users of keywords and anchor tags.

Owen Moon:
Yeah. Well, it requires a waiver. Yeah, it's right, it's way, way we structure the data, the way we structure the information. There's a lot of like the OEMs have come out with a lot of content that they kind of pass around to their dealer now, you know, their dealers across the country.

Owen Moon:
And and get it sort of creates a it sort of creates a void for a lot of the dealers. Right. They don't have a lot of content, maybe no oil change content, batteries, tire rotation, multi-point inspection, things like that. But the challenge with it is that it's very it's all duplicate content. So it's all content. That's been a it now going out on the Web site, you know, thousands of times. So what we're doing differently and kind of the way a dealership should look at this is make sure that that content that you're putting out is unique and that's relevant to your store. And so we have used a strategy that, you know, has been been in place now for about two years for some of our stores. And, you know, it's the way we structure the data, the way we write the content, the way we do our our title tags and our your URL structures and things like that. It's how we index the the images and things like that. It's just it's all relevant and it's all the way that that we do. I look it's like baking a cake, right? Everybody can bake a cake. But some people's cakes, you know, tastes a lot better. It's how do you put those ingredients together to make it work? And with SEO, it's definitely no different.

Kelly Kleinman:
Can you give me a little example, a case study, how you've been able to sort of turn it around a little bit for one of your clients?

Owen Moon:
Yeah, yeah. We've got several dealers spotlights actually on our website FixedOpsDigital.com for anybody that wants to go out there and just kind of check out our dive into to what we do in some of our success stories. But, you know, one of things that we did about halfway through this year is we ran an analysis. And when we were not working with clients last year, from February 1st through the end of June, we pulled the amount of search or excuse me, service related traffic that we were that that customer was getting into their service specials page when we took over this year for a lot of these clients in that same six month span. We were able to see some wildly successful increases in the amount of traffic that we're driving into that page. So that's just kind of the first thing, right? You know? You know, if you take a couple hundred percent increase in service traffic, that's that's coming into into the Web site. That's a big number. And what and what it makes it even bigger is when you start thinking about service traffic compared to sales traffic. Right. Service traffic is a lot more relevant. It's a lot more now. It's a lot of people out there looking for cars. There might be in the different levels of their buying cycle. You don't go to Google or to a Web site looking for someone that's going to fix your transmissions six months from now when it might call out. Right. I mean, if if your if you have a leak in your one of your pipes in your house, you're gonna call a plumber. If you have a light that went out or it's flickering, you're gonna call an electrician. The only what reason why people call and look for service related services is is because they have something wrong. And so as a dealership community, we're just we just want to make sure that that dealership is there when the customer needs them.

Kelly Kleinman:
Does it take a comprehensive website, rebuild to optimize the SEO? Or are there things that a dealer can do in short order?

Owen Moon:
That's a great question. You know, we actually kind of dabbled a little bit at the beginning of building standalone service Web sites.

Owen Moon:
We felt like if we were able to provide another infrastructure that Google could pick up and rank, you know, we could kind of double our seats at the table. I guess you could say with page one, Google, Google, what in the a lot of the OEMs obviously said, hey, we don't want that. We want everything to kind of be built inside the the OEM Web site. You know, Toyota Web site, Honda Web site. So. So to answer your question, no, we we can we can do a lot of this right on the OEM Web site. And, you know, I would say, hey, most of the Web site content today is sale. So if you have a Honda store in a market, for example, more likely you're going to be the authority for Honda when it comes to selling and buying vehicles. But there's there's no service content on your Web site specifically. So we have to start to close that gap. We have to make sure that we provide enough content, enough information that Google wants to look for the right customer or the right infrastructure to put in front of a customer that we are actually showing up, as you know, for our dealer. So so what we end up doing is we just end up building all of our stuff right on the dealership Web site, which that in turn goes that dealership, the authority when it comes to service for their brand.

Kelly Kleinman:
That's a great strategy. What kind of results can management expect when SEO optimization is initiated? And then why is it so important? Because inevitably your client is going to want to see results. What can they expect?

Owen Moon:
Yeah. You know, what we've done is kind of change the mentality of the service department instead of just putting a couple services out on the specials page. Maybe like a $10 off an oil change, you know, $50 off a window tint.

Owen Moon:
Sometimes you go there and the coupons are expired, that type of thing. We're really building out a more robust strategy that can kind of tie in some of those late ownership services, you know, those higher our OES, those opportunities to make more money and then bringing along the right conversion pass, that's going to help the dealer. The customer actually be able to connect with the store. So what we find a lot and we don't get into any of the DMS stuff at this point on it is something that we're kind of we're working on and kind of, you know, trying to be able to take it all the way through. But what we really focus on are two things visibility, growth, trying to get yours, your dealership, to show up to more more services that are being searched when they go to like Google and other search engines. Obviously increasing our organic fixed ops, related service traffic and then ultimately seeing an increase in phone calls, online service scheduling appointments and then even moving kind of past the print coupon and letting customers download passes to their their Apple Wallet or Android pass system. So those are kind of the three CTAs that we are a call to action. I guess you could say that we really focus on and when we see those increases, you know, the natural progression is going to be increased revenue to the dealership.

Kelly Kleinman:
Owen Moon, FixedOps Digital. Our Fixed Ops expert. Thank you so much. Owen, where can they contact you?

Owen Moon:
Yeah, reach me direct. I always say I'm just a call away at 6 0 5 3 7 6 0 1 9 5. Or you can e-mail me at owen@fixedopsdigital.com

Kelly Kleinman:
Owen, thanks for being on. Ask the Expert. Thanks for having me. You bet.

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