March 24, 2026

Episode 14: Using Data to Direct Sales with John Hamlin

Episode 14: Using Data to Direct Sales with John Hamlin
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Episode 14: Using Data to Direct Sales with John Hamlin
Episode 14: Using Data to Direct Sales with John Hamlin

Send us Fan Mail Car Guy Simple is proud to have John Hamlin of Hamlin & Associates; Ad Age and Automotive News Award Winner for Best Use of Data 2025! Joe and John sit to talk about the new age of using tech and AI to correctly, successfully, and profitably market to your clients using direct mail! What’s old may be new again, with modern day tricks of the trade it’s time to effectively clean up your CRM and target potential customers. Keep listening and remember to like and subscribe. A...

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Season 1

Send us Fan Mail

Car Guy Simple is proud to have John Hamlin of Hamlin & Associates; Ad Age and Automotive News Award Winner for Best Use of Data 2025!

Joe and John sit to talk about the new age of using tech and AI to correctly, successfully, and profitably market to your clients using direct mail! What’s old may be new again, with modern day tricks of the trade it’s time to effectively clean up your CRM and target potential customers.

Keep listening and remember to like and subscribe. At the Car Guy Simple Podcast we’re committed to helping the Auto Industry as a whole, because when we all do better the industry does better! Car Guy Simple is Powered by PMD! A Full-Service Ad-Agency dedicated solely to automotive advertising.

Reach out to Hamlin & Associates for yourself today!

Visit them at hamlinandassociates.com!

Or give them a call today 888-600-8608!

EPISODE CREDITS:

Produced by PMD

Artwork designed by PMD

Additional music licensed through iStock


Be sure to follow our social media!

Transcript
WEBVTT

00:00:00.160 --> 00:00:02.399
Accelerate your dealership success.

00:00:02.640 --> 00:00:05.679
This is the Car Guy Simple Podcast.

00:00:08.720 --> 00:00:22.559
Welcome back, Joe Levine from Car Guy Simple, the podcast for anybody, retail, wholesale, or otherwise, in the vehicle segment, right?

00:00:22.719 --> 00:00:26.079
New vehicle sales, used, service and parts.

00:00:26.239 --> 00:00:29.199
If you're in the retail automobile business, you're in the right place.

00:00:29.280 --> 00:00:30.160
So welcome.

00:00:30.399 --> 00:00:36.240
And today, we're, I don't even know how to blow this up without blowing it up.

00:00:36.399 --> 00:00:59.840
I get the opportunity to chat with one of my oldest friends in the car business, a guy that I have a lot of respect for, somebody who really doesn't need much of an introduction, other than please say hi to John Hamlin, the president, CEO, and absolute most knowledgeable person I've ever met beyond mail and data, Hamlin Associates.

00:01:00.000 --> 00:01:01.119
John, thanks for being here today.

00:01:01.600 --> 00:01:01.759
Pleasure.

00:01:01.920 --> 00:01:02.399
Glad to be here.

00:01:02.479 --> 00:01:02.960
Thanks for having me.

00:01:03.280 --> 00:01:04.319
Well, it's it's our pleasure.

00:01:04.480 --> 00:01:11.519
You know, we don't get the opportunity to have people at your altitude come on, and and as you know, we don't monetize this.

00:01:11.599 --> 00:01:13.040
You came of your own free will.

00:01:13.280 --> 00:01:14.640
Hopefully you won't regret this.

00:01:14.799 --> 00:01:15.599
I'm only kidding.

00:01:15.760 --> 00:01:27.120
And uh and our job here today is to talk about some things that hopefully people can take back to their store or stores, group or otherwise, at any level, and plug in and make money with it.

00:01:27.200 --> 00:01:28.400
That's what we're here for.

00:01:28.480 --> 00:01:31.439
And and and the reason that this is happening, right?

00:01:31.840 --> 00:01:33.840
So let's dig right in, shall we?

00:01:34.079 --> 00:01:35.519
Let's start with your background, man.

00:01:35.599 --> 00:01:37.760
What so why the car business?

00:01:37.920 --> 00:01:41.200
Why the Hamlin Associates, why not 17 dealers?

00:01:41.280 --> 00:01:43.120
We've known each other over 20 years now.

00:01:43.359 --> 00:01:44.319
Tell us about John.

00:01:44.799 --> 00:01:49.439
Okay, well, John, when he was about 12 years old, right?

00:01:49.519 --> 00:01:52.319
Okay, lived in a trailer park in Portland, Oregon with his mother.

00:01:52.480 --> 00:01:58.000
And the the guy with the nicest trailer, right, and drove a nice car because they gave demos back then.

00:01:58.400 --> 00:02:01.680
And he had a pocket full of money, um, was a car salesman.

00:02:01.840 --> 00:02:04.239
And I just looked at this guy like he was God, he was so cool.

00:02:04.319 --> 00:02:07.519
He gave me money when I wanted to buy my mom a Mother's Day gift.

00:02:07.599 --> 00:02:08.639
We were very poor.

00:02:08.879 --> 00:02:13.520
And I from that time on, honestly, at 12 years old, I'm gonna be a car salesman.

00:02:13.840 --> 00:02:22.240
At 14, I started washing cars at a dirt lot on 82nd Avenue, and always would say to the owner, Sam, I want to sell cars.

00:02:22.560 --> 00:02:23.360
He said, What do you have to do?

00:02:23.599 --> 00:02:24.080
18.

00:02:24.400 --> 00:02:25.280
18th birthday.

00:02:25.360 --> 00:02:27.599
I came in with a suit, had a suit on, right?

00:02:27.759 --> 00:02:29.039
Didn't know how to tie a tie.

00:02:29.280 --> 00:02:31.039
And he's like, So what do you have to, Johnny?

00:02:31.120 --> 00:02:38.319
And he does this, he does this uh single Windsor, double Windsor, you know, and I said, Well, I want to sell cars because you don't want to sell cars here.

00:02:38.639 --> 00:02:40.560
There's a third line on 82nd Avenue.

00:02:40.639 --> 00:02:45.680
He picks up the phone, he calls Jesse Harris at Mike Solder Pontiac and says, I have a guy for you.

00:02:45.919 --> 00:02:48.400
And he went down there, they hired me, and it was in the car business.

00:02:48.639 --> 00:02:49.759
What kind of training did you get?

00:02:50.000 --> 00:02:50.800
Um, not much.

00:02:50.879 --> 00:02:52.479
They throw you to the woods back then.

00:02:52.639 --> 00:02:54.800
So they just said, Go get them, kid, and that was it?

00:02:55.039 --> 00:02:55.120
Right.

00:02:55.280 --> 00:02:56.240
So it was sink or swim.

00:02:56.479 --> 00:02:58.719
Yeah, and I started out with sure it was a pretty car, isn't it?

00:02:58.879 --> 00:03:00.159
I mean, I didn't know anything.

00:03:00.479 --> 00:03:02.159
How long did it take you to sell your first unit?

00:03:02.319 --> 00:03:06.479
Um, actually, the odd part, and I think this will ring true with a lot of people.

00:03:06.719 --> 00:03:09.520
I did really well my first month, really well.

00:03:10.240 --> 00:03:12.400
Second month, I fell flat on the city.

00:03:12.560 --> 00:03:16.879
Were you spending in the second month what you made in the first month, and you got into a little bit of country club?

00:03:16.960 --> 00:03:17.759
I'm taking it easy.

00:03:18.000 --> 00:03:20.719
I think they called it you got your dealer plates back then.

00:03:20.800 --> 00:03:24.240
I don't know what they call it today, but it's like got smart, and I was not smart.

00:03:24.479 --> 00:03:26.159
Did you get your tie cut on the first one?

00:03:26.560 --> 00:03:27.759
Now, how long ago was that?

00:03:28.000 --> 00:03:32.560
That was uh I was 18 years old, so good lord, that was I don't know, to do the math.

00:03:32.879 --> 00:03:35.360
Still cutting ties today, still doing that.

00:03:35.680 --> 00:03:38.560
Why do we cling to what we've done for decades?

00:03:38.719 --> 00:03:40.000
Why is why is that?

00:03:40.319 --> 00:03:44.319
It it works, it's real, it's fun, it's it it's tradition.

00:03:44.479 --> 00:03:46.960
Yeah, you know, I think people love tradition.

00:03:47.280 --> 00:03:47.919
I do.

00:03:48.800 --> 00:03:55.439
But tradition sometimes gets masked and confused with habits, right?

00:03:56.080 --> 00:03:58.080
And we we've talked about this forever, right?

00:03:58.159 --> 00:04:03.199
And we'll get into data and all kinds of other things because really you're not a malehouse.

00:04:03.439 --> 00:04:09.360
A malehouse is is we we pick zip codes, we pick a demographic, we drop, we wait for the mail.

00:04:09.759 --> 00:04:10.719
You're not a male house.

00:04:10.800 --> 00:04:12.400
And we'll get into that in a in a little bit.

00:04:12.479 --> 00:04:31.279
But I I think uh what when it comes to mail, what do you feel is the most the single largest failure that dealers do when they think about and execute mail in uh off the top of your head, and then we'll dig into why you look at it differently.

00:04:31.519 --> 00:04:32.560
What's the biggest fail?

00:04:32.959 --> 00:04:45.759
The biggest that's a great question because it this needs to get out that the biggest fail is treating direct mail as if it's I need a big weekend and so I'm gonna do direct mail this weekend.

00:04:46.560 --> 00:04:49.600
That's just so 1980s 90s.

00:04:49.839 --> 00:04:50.240
It totally is.

00:04:50.480 --> 00:04:53.920
You know, and and and so when I get a call and it's like hey, look, I need I need a big weekend.

00:04:54.079 --> 00:04:56.319
I call it the 911 call because they're they're in a panic.

00:04:56.399 --> 00:04:56.800
Yeah, yeah.

00:04:56.959 --> 00:04:57.279
Right?

00:04:57.519 --> 00:05:04.000
And they clearly we have clearly failed to explain our product because that's not who we are.

00:05:04.240 --> 00:05:04.800
Well, it's true.

00:05:04.879 --> 00:05:11.680
I mean, I'm I remember when I when I first bought my Chevy dealership and I I I borrowed everything that I could.

00:05:11.759 --> 00:05:14.720
I leveraged everything like everybody does when they go into business, right?

00:05:15.120 --> 00:05:17.439
Went through five agencies the first year I was a dealer.

00:05:17.519 --> 00:05:19.360
That was a paid political announcement for PMD.

00:05:19.439 --> 00:05:19.920
How you doing?

00:05:20.000 --> 00:05:20.480
Good to see you.

00:05:20.560 --> 00:05:22.399
It's all about well, it's all about the you as well.

00:05:22.560 --> 00:05:25.920
But but the point is, like, I I had people what do you want to do this weekend?

00:05:26.079 --> 00:05:31.920
I want uh I pay my mortgage, I gotta sell cars, I gotta, I gotta fill my service lane, I gotta do, I gotta do, I gotta do.

00:05:32.000 --> 00:05:35.360
And and and and you worked through all of that.

00:05:35.680 --> 00:05:40.639
Um if there was if there was a series of things.

00:05:42.959 --> 00:05:50.319
I'm asking you these questions before we dig into why what you do works, because we're we're gonna get into this award in a little bit.

00:05:50.480 --> 00:05:51.920
Because you didn't pay for this.

00:05:52.000 --> 00:05:53.759
I got one of these recently in the aim.

00:05:54.160 --> 00:06:07.120
Congratulations! You've been awarded the 2025 ad agency of the year, and and everything was misspelled, it was from Europe, and for 76 pounds, I could write a check and I got the award.

00:06:07.199 --> 00:06:08.160
But that's not this.

00:06:08.639 --> 00:06:21.199
So, first, let's do cause and effect, and then we're gonna dive into what Hamlin and Associates thinks, breathes, works with, and why people come back and back and back.

00:06:21.519 --> 00:06:25.600
And to invert this and get people to really pay attention, watch this one.

00:06:27.120 --> 00:06:32.800
Fixed ops over variable ops is what pays for the sales that you do.

00:06:33.360 --> 00:06:34.160
Would you agree with that?

00:06:34.480 --> 00:06:34.639
Yes.

00:06:35.120 --> 00:06:38.000
We're gonna get there, which is isn't that it's unheard of in the mail business.

00:06:38.720 --> 00:06:39.519
I was actually shocked.

00:06:39.759 --> 00:06:40.800
I had a client tell me that.

00:06:41.120 --> 00:06:41.279
Right.

00:06:41.360 --> 00:06:44.720
Well, well, and we're gonna and I and I'm gonna ask you to tell that story in a little bit, okay?

00:06:44.959 --> 00:06:45.199
Right?

00:06:45.600 --> 00:06:52.160
Um when we when we talk about future strategies, let's invert that.

00:06:53.279 --> 00:07:05.759
What do you think the past what is the difference between the past strategies, current strategies, and do you think that future strategies in your corner of the world need to be different?

00:07:06.000 --> 00:07:13.920
What has changed, what needs to stay the same, and then let's learn more about what Hamlin thinks I I think and associates versus John Hamlin, of course.

00:07:14.319 --> 00:07:19.279
I I I think the the most important thing, I mean the technology, the new technology needs to be embraced.

00:07:19.360 --> 00:07:23.600
It needs AI is definitely a part of that, but wait a minute, be careful, okay?

00:07:23.759 --> 00:07:36.879
Because I've seen it do things that that work and I've seen it do things that doesn't that are fail it that fails, and the dealers' ability to embrace that, not be afraid of it, and look at what what they should be doing and what they should not be doing.

00:07:37.199 --> 00:07:42.079
Well, let's talk about that then because AI, big buzzword, everybody's AI, AI, AI, AI, AI, AI, AI.

00:07:42.240 --> 00:07:44.319
Forget the blue pill and the matrix and all that other stuff.

00:07:44.480 --> 00:07:44.800
AI.

00:07:45.120 --> 00:07:46.959
Useful, dangerous.

00:07:47.199 --> 00:07:47.680
Indeed.

00:07:47.839 --> 00:07:49.040
Why useful?

00:07:49.360 --> 00:07:54.079
Useful because like I I have a mail, a mail manifest of every call that came in, right?

00:07:54.240 --> 00:07:58.079
And no dealer wants to click on that and listen to 150 calls, right?

00:07:58.240 --> 00:07:58.480
Right.

00:07:58.639 --> 00:08:00.319
So they can type in a buzzword, right?

00:08:00.399 --> 00:08:09.120
And AI will search out the go scroll through and tells us, okay, which where was appointment mentioned?

00:08:09.360 --> 00:08:10.560
When was this mentioned?

00:08:10.639 --> 00:08:19.759
And so we could cut buzzwords so they can literally listen to a hundred phone calls by script just by scrolling and see where it was good, where it was not good.

00:08:20.000 --> 00:08:20.800
Yeah, fair point.

00:08:20.879 --> 00:08:21.199
Yeah.

00:08:21.439 --> 00:08:38.000
So there's a good idea, a a bad idea is when you have um you're calling the low hanging fruit linging fruit, which you know, the equity mining and things like that that have happened have hurt the car business in a little bit in a way, because they keep going back to the same people, and people don't like that.

00:08:38.559 --> 00:08:46.399
And so what the result was was okay, salespeople are no longer calling these people because they're saying, Hey, look, this customer's cussing at me.

00:08:46.639 --> 00:08:51.120
And so the reason the the the answer to that was we'll just have AI call them.

00:08:51.279 --> 00:08:52.080
Are you kidding me?

00:08:52.320 --> 00:08:55.200
So hiding behind tech is something you're seeing more and more of.

00:08:55.440 --> 00:08:59.200
Well, how would you feel if you were a customer and I told you three or four times, stop calling me?

00:08:59.360 --> 00:09:03.279
And so the the decision was, oh, we just we want him gone, we'll just have AI calling.

00:09:03.360 --> 00:09:04.000
I would love that.

00:09:04.159 --> 00:09:05.759
No, I would not love that.

00:09:06.000 --> 00:09:10.240
That's that's just not thinking clearly if you ask me.

00:09:10.320 --> 00:09:10.399
Correct.

00:09:10.559 --> 00:09:12.080
That's where AI can be deadly.

00:09:12.320 --> 00:09:18.799
So so now let's just jump this across to Well, let me let me start off.

00:09:18.879 --> 00:09:20.480
Let's talk about Hamlin Associates.

00:09:20.720 --> 00:09:22.639
Are you doing business how long have you been around?

00:09:22.879 --> 00:09:23.279
Your company.

00:09:24.000 --> 00:09:24.480
1988.

00:09:24.639 --> 00:09:26.000
So you're new with this, rookie, sorry.

00:09:26.320 --> 00:09:26.559
Okay.

00:09:26.879 --> 00:09:29.840
So I'd love to do that to you because it always makes you smile.

00:09:30.159 --> 00:09:36.720
Um, so are you doing business the same way today that you were in 1988?

00:09:36.879 --> 00:09:37.679
Identical?

00:09:37.919 --> 00:09:39.120
That is such a great question.

00:09:39.279 --> 00:09:40.879
Let me tell you why this is a great question.

00:09:41.039 --> 00:09:42.399
In a way, yes.

00:09:42.559 --> 00:09:42.799
Okay.

00:09:43.200 --> 00:09:47.440
Back when I didn't have the technology, and we were all buying lists, right?

00:09:47.519 --> 00:09:47.679
Right.

00:09:47.840 --> 00:09:50.000
From DMV and such, right back in the 80s.

00:09:50.159 --> 00:09:53.679
Okay, here's what my competition would do.

00:09:53.840 --> 00:10:00.399
They would buy a list and stay five miles inside the dealership, and that way that first sell was a real big win for them, right?

00:10:00.480 --> 00:10:01.440
But now what do they got to do?

00:10:01.519 --> 00:10:04.320
Now they go further out the next thing because they just hit these people and then further.

00:10:04.399 --> 00:10:06.159
And by the fourth sell, it's not working.

00:10:06.399 --> 00:10:07.840
That was something.

00:10:08.000 --> 00:10:14.879
So we would buy the zero to 20, 0 to 30 mile radius, and let's say you had you were doing 10,000 piece drops.

00:10:14.960 --> 00:10:23.519
We would hit every third household so that we can give you consistency in the next three events, not do one really good one, one average one, and one failure, and then get fired.

00:10:24.240 --> 00:10:26.159
So now what we do is the same thing.

00:10:26.240 --> 00:10:35.600
We look at the data and some other factors, and we manage that data kind of the same way so that you're not hitting just the low-hanging fruit.

00:10:35.679 --> 00:10:37.919
Like dealers will say, I just want an equity file.

00:10:38.159 --> 00:10:40.879
Out of the last 10 deals you sold, how many of them had negative equity?

00:10:41.120 --> 00:10:41.679
All of them.

00:10:41.840 --> 00:10:46.399
So do you deliberately want me to not market to the largest group of people that are buying your vehicle?

00:10:46.720 --> 00:10:50.080
But you're not just a software that you hit a button, makes total sense.

00:10:50.240 --> 00:11:01.759
There's softwares out there that that that point dealers that they they they get a dog in the hunt to okay, here's the path, go find the game to pursue, right?

00:11:02.000 --> 00:11:04.559
And but it doesn't load anybody's lips.

00:11:04.639 --> 00:11:08.080
It doesn't tell the consumer anything, it just says, this person's inequity, call them.

00:11:08.480 --> 00:11:09.440
Do you go beyond that?

00:11:09.679 --> 00:11:10.480
Way beyond.

00:11:10.639 --> 00:11:11.360
I'm listening.

00:11:11.440 --> 00:11:12.080
Uh way beyond.

00:11:12.399 --> 00:11:12.960
We're all listening.

00:11:13.120 --> 00:11:24.159
We we look at we we look at, you know, we don't want to drive and and have peek people call their 40,000, 25,000 in equity, although those people do get bought every now and again, right?

00:11:24.240 --> 00:11:24.720
It does happen.

00:11:25.120 --> 00:11:25.440
It happens.

00:11:25.679 --> 00:11:31.840
Um you know, we try to range it to where it's it's in line with what we know we can we can get done.

00:11:31.919 --> 00:11:33.360
And then we just we say that.

00:11:33.759 --> 00:11:37.039
But you don't scorch the earth on a on a five-mile radius and then burn it out, do you?

00:11:37.279 --> 00:11:39.120
No, no, no, absolutely not.

00:11:39.600 --> 00:11:40.399
So what's the difference?

00:11:40.639 --> 00:11:54.639
Well, the difference is because I have I have either your PMA, if you're like Lexus, you can't go out of it, or I have your the radius of your dealership that we think is smart, and we have everything we do is extremely deliberate.

00:11:54.879 --> 00:12:00.080
Like I've shown comparisons, why do I stay zero to 40 miles at 50, whatever it is, 50 miles?

00:12:00.240 --> 00:12:12.320
Because I can show you reports from some of the guys that are supposed to be really great masterminds and and and the you know uh of this concept.

00:12:12.559 --> 00:12:18.879
And the dealer has sent me their reports because they wanted me to make your mail campaign.

00:12:18.960 --> 00:12:22.799
And I I run through my cleansing process, they mailed 42 different states.

00:12:23.039 --> 00:12:24.159
Where's the sense in that?

00:12:24.399 --> 00:12:29.039
Well, and we're gonna talk about bad mail in a minute versus good mail and what and the cost of that, right?

00:12:29.519 --> 00:12:36.000
I was referring to a a a dealer, large dealer, um, a scorched earth dealer, not naming names.

00:12:36.080 --> 00:12:36.879
That's not fair to do.

00:12:37.039 --> 00:12:37.279
Right.

00:12:37.440 --> 00:12:43.200
Um, and they used to have to resort to bussing people in from the next state over, literally.

00:12:43.279 --> 00:12:47.279
That's a true story because they had scorched their local area, right, right?

00:12:47.519 --> 00:12:53.519
As opposed to being able to understand who to communicate with, when to communicate with them, and how to communicate.

00:12:53.679 --> 00:12:54.159
Right.

00:12:55.120 --> 00:12:55.519
Absolutely.

00:12:55.759 --> 00:12:58.720
But but you don't, you're just not a male house, don't you?

00:12:58.879 --> 00:13:01.759
Didn't you design see here's where I get to here's where I get to embarrass John.

00:13:01.840 --> 00:13:04.320
This is gonna be really fun because he's like the wizard.

00:13:04.399 --> 00:13:07.679
He's not Nostradamus, he's not gonna tell me what the weather's gonna be.

00:13:07.840 --> 00:13:12.240
Why do people that get that meteorologist thing, they have a five million dollar radar can't tell the weather?

00:13:12.399 --> 00:13:18.960
But you can give us a direction that software that you have, you give that dashboard to dealers.

00:13:19.120 --> 00:13:19.919
Why do you do that?

00:13:20.320 --> 00:13:22.960
It's evolved from a dashboard to a system of intelligence.

00:13:23.120 --> 00:13:23.840
What's the difference?

00:13:24.240 --> 00:13:28.159
The difference is the amount of intelligence it has in what you're in regards to saying.

00:13:28.320 --> 00:13:31.919
Do this, do not do this, watch track everything.

00:13:32.159 --> 00:13:34.799
Be honest, us, be honest.

00:13:34.960 --> 00:13:38.960
We show I can show you every bad event I've ever had for a Klan.

00:13:39.279 --> 00:13:40.240
Why would you do that?

00:13:40.480 --> 00:13:41.279
Why would I do that?

00:13:41.519 --> 00:13:50.240
Because on the top of that report, it shows cost per copy, and the cost per copy is way you wouldn't fire LeBron James for having a bad game, right?

00:13:50.399 --> 00:13:59.120
But if I can't honestly look at that with you without fear, right, then how can I make the adjustments that are necessary for your store?

00:13:59.440 --> 00:14:10.559
So when so does your software and correct me if I'm wrong, all of your clients have access to that dashboard and you go, you're you and your team, you have a team of people, obviously, so you're not working out of your trunk.

00:14:10.720 --> 00:14:13.840
Uh you probably started that way, like we all did, but you don't do that anymore, right?

00:14:14.320 --> 00:14:25.600
We when you have that dashboard and you have those those those performance discussions regularly, do you do you all refer to the same dashboard, which is that dealer or dealership group's dashboard by franchise?

00:14:25.919 --> 00:14:30.799
Yeah, and that that dashboard or system of intelligence will tell us everything.

00:14:30.960 --> 00:14:31.279
Okay.

00:14:31.679 --> 00:14:37.519
Tell us tell us how they did different and gross profit, tells us everything we need to know.

00:14:37.759 --> 00:14:43.279
And it's honest because you can see when you know sometimes it's it's an execution problem.

00:14:43.519 --> 00:14:45.279
Sometimes we just didn't draw.

00:14:45.440 --> 00:14:46.399
Now, why?

00:14:46.720 --> 00:14:48.000
Why didn't it draw?

00:14:48.240 --> 00:14:51.120
How much coaching do you do to help people out of that rut?

00:14:52.159 --> 00:14:53.039
Whatever it takes.

00:14:53.279 --> 00:14:54.240
What does that mean?

00:14:54.639 --> 00:14:59.600
I've flown all the way across the country to do an hour kickoff meeting with salespeople.

00:14:59.679 --> 00:15:02.960
I've gotten on conference calls with them to say, okay, look, we need to be honest here.

00:15:03.120 --> 00:15:05.279
This is the results, this is the response rate.

00:15:05.440 --> 00:15:11.120
Here's five other dealers with the same response rate, same type of market area, and look at the difference in the performance.

00:15:11.279 --> 00:15:13.039
And I'm not abandoning you, Mr.

00:15:13.120 --> 00:15:13.519
Dealer.

00:15:13.679 --> 00:15:16.399
I'm saying here that I see the problem is execution.

00:15:16.480 --> 00:15:20.799
So I'm coming back to your dealership and I'm going to spend more time on execution.

00:15:20.960 --> 00:15:24.240
Now, if we don't draw, why didn't it draw?

00:15:24.879 --> 00:15:26.639
What what what did we miss there?

00:15:26.879 --> 00:15:28.159
Do you ever have failed sales?

00:15:28.320 --> 00:15:29.360
Well, I just said we do.

00:15:29.519 --> 00:15:29.759
I know that.

00:15:32.879 --> 00:15:35.440
The first time you admitted to that twice in this pod.

00:15:35.600 --> 00:15:36.080
Yeah.

00:15:36.639 --> 00:15:38.480
Why why do you admit to that?

00:15:38.559 --> 00:15:40.080
How does that help anybody?

00:15:40.399 --> 00:15:41.679
Uh you're a car dealer.

00:15:41.919 --> 00:15:42.480
I used to be.

00:15:43.120 --> 00:15:43.360
Mr.

00:15:43.440 --> 00:15:45.120
Dealer, we've never had one fail.

00:15:45.279 --> 00:15:46.080
Would you believe that?

00:15:46.240 --> 00:15:48.080
I mean, why would you insult somebody's intelligence?

00:15:48.320 --> 00:15:49.600
Bullcrap, bullcrap, bullcrap.

00:15:49.840 --> 00:15:51.360
The lights are lighting up over my head.

00:15:51.600 --> 00:15:53.039
Here's here's every event we've done.

00:15:53.200 --> 00:15:53.360
Right.

00:15:53.919 --> 00:16:00.799
Our cost per copy average is great, but here's one that the cost per copy was eleven hundred dollars, thirteen hundred dollars.

00:16:00.960 --> 00:16:02.240
That's not so successful.

00:16:02.559 --> 00:16:17.919
So, what I want to do in the last couple of minutes we have before the break, and then I'm gonna really want to peel this back further and get into more nuts and bolts so that we can understand why this award matters and they just don't give it out to people that have 76 pounds and send a check to England, right?

00:16:18.480 --> 00:16:20.720
Um what do you feel?

00:16:20.879 --> 00:16:24.320
And this is a great question to end this segment on, okay?

00:16:24.879 --> 00:16:32.240
What do you feel the untapped avenues for dealers are in 2026 before we even think about seven?

00:16:32.879 --> 00:16:43.279
I think the untapped is is not staying up on the technology, not embracing an actual game plan instead of the hit or miss, right?

00:16:43.679 --> 00:16:56.159
And and looking at data that like we have on our system of intelligence that can can assist in other areas that have absolutely nothing to do with direct mail.

00:16:56.399 --> 00:17:00.639
For instance, I I know every bad address you have, right?

00:17:00.799 --> 00:17:06.240
And we know that service writers, which is what that's one of the game plans, is the person who comes in, is this the correct address, right?

00:17:06.480 --> 00:17:06.960
All right.

00:17:07.200 --> 00:17:10.640
How about if we showed them this is a bad address?

00:17:10.960 --> 00:17:11.519
I love that.

00:17:11.680 --> 00:17:12.000
I love that.

00:17:12.160 --> 00:17:14.079
And that's tease the next segment.

00:17:14.240 --> 00:17:15.839
What percent on the average?

00:17:16.000 --> 00:17:19.759
Then this is gonna be a mind blower for everybody listening and watching this pod.

00:17:20.000 --> 00:17:20.480
Ready?

00:17:20.720 --> 00:17:21.359
Next question.

00:17:21.519 --> 00:17:21.920
You ready?

00:17:22.000 --> 00:17:22.400
I love this one.

00:17:22.559 --> 00:17:23.599
Okay, tell the whole story.

00:17:23.759 --> 00:17:24.960
What is the you could you can.

00:17:25.039 --> 00:17:26.960
Let's let we'll extend out the segment, right?

00:17:27.599 --> 00:17:30.079
First answer uh, what's the delta?

00:17:30.240 --> 00:17:35.519
What is the average number of a percent out of 100% of somebody's database, right?

00:17:35.759 --> 00:17:40.640
What percentage is bad, not mailable, whatever the reason is, it's just a bad address.

00:17:40.720 --> 00:17:41.200
What percentage?

00:17:41.519 --> 00:17:45.200
Well, it's not just bad addresses, it's other things, but it's it what I call is hygiene.

00:17:45.279 --> 00:17:45.920
Okay, go ahead.

00:17:46.000 --> 00:17:53.279
And I had a dealer say to me the other day, he goes, these guys say they cleanse the then you're then you're sanitizing in because I I showed you before this.

00:17:53.440 --> 00:18:00.880
I have a dealer where 80%, based on hygiene alone, 80% of his total number in his database was not good.

00:18:01.680 --> 00:18:04.160
Would you have somebody sitting in the back room counting them one at a time?

00:18:04.319 --> 00:18:07.359
Or does your software be able to mine for that into touch of a button?

00:18:07.440 --> 00:18:11.279
We know what it is because it's proprietary and it's factual and it's timely.

00:18:11.680 --> 00:18:12.400
Is that how it works?

00:18:12.640 --> 00:18:13.200
All of the above.

00:18:13.359 --> 00:18:14.000
Whatever it takes.

00:18:15.680 --> 00:18:18.160
So you'll get that tactile if you really need to drill down.

00:18:18.240 --> 00:18:19.279
You'll do whatever it happens.

00:18:19.519 --> 00:18:19.759
Oh, yeah.

00:18:19.839 --> 00:18:21.839
And we and again, it's on their system of intelligence.

00:18:21.920 --> 00:18:22.799
We we give to them.

00:18:23.039 --> 00:18:28.319
There's been a lot of talk about you know companies that that take your database and then sell it back to you.

00:18:28.400 --> 00:18:34.880
We don't do that, we create a separate box, database, the system of intelligence where you have sanitized data.

00:18:34.960 --> 00:18:36.799
You know your DMS is not sanitized.

00:18:36.960 --> 00:18:38.319
People say you push it back in there.

00:18:38.480 --> 00:18:39.279
Could you push it back in?

00:18:39.359 --> 00:18:39.599
Why?

00:18:39.680 --> 00:18:40.799
That's where data goes to die.

00:18:41.039 --> 00:18:42.960
But doesn't the data was it wait a minute.

00:18:43.119 --> 00:18:45.519
I deliver you a vehicle, right?

00:18:46.160 --> 00:18:54.799
And as soon as we go through all of what needs to be done for the delivery, and we hit the magic blue button, and you go into the DMS, you're a delivery.

00:18:54.960 --> 00:18:57.680
Doesn't that make it a valid data entry?

00:18:57.759 --> 00:19:01.279
And aren't all data entries into the DMS accurate and true?

00:19:01.599 --> 00:19:07.680
Um until they move, until they sell the car, until they have duplicate.

00:19:07.920 --> 00:19:11.680
Uh, one time it's John Hamlin, then I come in for service and it's Jonathan Hamlin.

00:19:11.839 --> 00:19:12.880
Now I'm getting two letters.

00:19:13.039 --> 00:19:13.680
It's stupid.

00:19:14.079 --> 00:19:21.039
I mean, it's it's sometimes I look at it, it's almost criminal that that we wouldn't know, somebody wouldn't know to clean that out.

00:19:21.200 --> 00:19:21.759
Remember this.

00:19:22.079 --> 00:19:22.319
Okay.

00:19:22.480 --> 00:19:22.960
Go ahead.

00:19:23.279 --> 00:19:25.359
I'm knocking out 80% of your data.

00:19:25.519 --> 00:19:28.160
I have, just like everybody else, a price per piece.

00:19:28.319 --> 00:19:30.720
So if there's a price per piece, there's a profit per piece.

00:19:30.880 --> 00:19:33.200
The more pieces we sell you, the more money we make.

00:19:33.359 --> 00:19:37.039
And I believe that's why people don't cleanse lists to the level that we do.

00:19:37.599 --> 00:19:40.720
We're not we're not a direct mail company.

00:19:40.799 --> 00:19:44.799
We're a tech company that uses direct mail to deliver the tech.

00:19:45.039 --> 00:19:51.359
So that's the if this was a baseball game and I was your catcher, I'd throw them the headah, and I would put the one down, right?

00:19:51.519 --> 00:19:52.480
Throw them the heada.

00:19:52.799 --> 00:20:08.559
After the break, we're gonna get into the the curveball, because the curveball is everybody on the planet has this misconception about respondent rate out of their database versus respondent rate on what is commonly misused, and that's the phrase of conquest, right?

00:20:08.640 --> 00:20:11.279
And we're gonna get into that a little bit in a few minutes.

00:20:11.599 --> 00:20:14.640
Would you agree that, or no, no, I know you'd agree.

00:20:14.880 --> 00:20:15.920
Am I getting this right?

00:20:16.079 --> 00:20:17.759
Is our audience getting this right?

00:20:18.000 --> 00:20:23.519
That DMS information is important, but not the end all be all.

00:20:23.599 --> 00:20:34.640
And your software drives results because it extrapolates out things that we don't want to have duplicates and triplicates of to make people mad, to waste money and all that other stuff.

00:20:34.799 --> 00:20:39.039
And we get targeted activity that drives to showroom traffic.

00:20:39.200 --> 00:20:40.559
Is that really the end game here?

00:20:40.880 --> 00:20:43.839
It is, and we no longer buy lists.

00:20:45.279 --> 00:20:48.000
We don't buy lists, we acquire data and and create them.

00:20:48.799 --> 00:20:49.519
There's a difference?

00:20:49.759 --> 00:20:50.559
Oh, huge.

00:20:50.880 --> 00:20:52.160
Okay, 60 seconds.

00:20:52.240 --> 00:20:53.440
Give me the difference, and then we're going to go.

00:20:53.599 --> 00:20:54.319
JM Lexus.

00:20:54.400 --> 00:20:55.680
I did a conquest mailing for them.

00:20:55.759 --> 00:20:59.680
I I bought the this is back, I bought the high-end import list, mailed it.

00:20:59.839 --> 00:21:01.920
Jim and I are lucky that and it's like this thing is failing.

00:21:02.079 --> 00:21:03.839
It failed miserably, right?

00:21:04.000 --> 00:21:06.559
And so then I went in and took a deeper dive.

00:21:06.640 --> 00:21:07.359
And guess what?

00:21:07.519 --> 00:21:09.359
Their number one trade is a Toyota Camry.

00:21:09.519 --> 00:21:10.319
Second was a Honda.

00:21:10.400 --> 00:21:13.440
I mailed to everybody that was not buying their vehicle.

00:21:14.559 --> 00:21:16.079
And that and that's why it failed.

00:21:16.240 --> 00:21:17.279
And it was, okay.

00:21:17.440 --> 00:21:18.720
So what'd you learn from that?

00:21:18.960 --> 00:21:28.240
Learn to look at top trades for each dealership and say, okay, what do you who there's your customers' database, there's your competitor's database, which we establish, and then who else is buying your vehicle?

00:21:28.319 --> 00:21:33.759
Well, this is the largest group of people in your neighborhood that aren't driving your cars but are buying them.

00:21:34.079 --> 00:21:34.400
Okay.

00:21:34.640 --> 00:21:34.960
Okay.

00:21:35.200 --> 00:21:37.039
So that's hand raisers and things like that.

00:21:37.200 --> 00:21:48.240
And that drives consistent results versus once a quarter and drop in prey and and a four on four big fold out magazine thing, and hopefully there's a payment on there that they like.

00:21:48.480 --> 00:21:53.599
Because you don't you tailor your message specifically to groups of people versus one size fits all?

00:21:54.000 --> 00:21:55.119
I will say this.

00:21:55.359 --> 00:21:59.680
If I did thirty thousand letters for your dealership, all thirty thousand would be.

00:22:00.240 --> 00:22:00.559
Different.

00:22:00.640 --> 00:22:04.079
And on that, let's take a break because you're gonna crush this.

00:22:04.400 --> 00:22:09.599
I want you to cave my head in with that because it matters.

00:22:09.759 --> 00:22:10.640
That matters.

00:22:10.799 --> 00:22:13.759
So just give us a 60-second break.

00:22:14.079 --> 00:22:14.880
Stand by.

00:22:15.039 --> 00:22:16.319
We're just warming up.

00:22:16.480 --> 00:22:17.839
Throw them the gita.

00:22:18.319 --> 00:22:19.039
Nehida.

00:22:19.440 --> 00:22:20.559
We'll see you in a minute.

00:22:20.720 --> 00:22:21.599
Thank you.

00:22:23.599 --> 00:22:33.920
Our full service ad agency specializes in providing creative solutions for new car dealerships looking to sell more vehicles, increase service numbers, and promote their brand image more effectively.

00:22:34.079 --> 00:22:48.000
We use our experience in television, OTT, digital, social media, and more to anticipate challenges and find effective market-dominating solutions so that our dealership partners can thrive in an ever-changing landscape.

00:22:48.160 --> 00:22:51.680
You can learn more at pmdusa.com.

00:22:55.440 --> 00:23:04.079
Since 1988, Hamlin and Associates has been providing dealers advertising and marketing solutions that make a true difference in their sales and customer attention.

00:23:04.160 --> 00:23:09.279
Here at Car Guy Simple, we're proud to bring you knowledge and information from the best in the industry.

00:23:09.359 --> 00:23:12.319
And we personally love Hamlin and Associates.

00:23:12.480 --> 00:23:14.640
But you don't just have to take our word for it.

00:23:14.799 --> 00:23:19.039
Reach out to John and his team for yourself and learn all about the Hamlin solution.

00:23:19.200 --> 00:23:22.960
Give them a call or visit their website, Hamlin and Associates.com.

00:23:23.119 --> 00:23:24.240
Now back to the pod.

00:23:24.960 --> 00:23:32.720
Welcome back to CGS Car Guy Simple, the podcast for everybody in retail, regardless of where you reside or do business.

00:23:32.880 --> 00:23:33.440
Welcome back.

00:23:33.519 --> 00:23:39.519
We're here with John Hamlin from John Hamlin and Associates, the man, the legend.

00:23:39.920 --> 00:23:41.119
You're no myth.

00:23:41.279 --> 00:23:42.960
Let's dive into what that means.

00:23:43.119 --> 00:23:49.599
Because a lot of people, right, smoke shows and and and I'm not interested in your proprietary secret sauce.

00:23:49.680 --> 00:23:50.799
I'm interested in deliveries.

00:23:50.880 --> 00:23:51.680
I'm a car guy.

00:23:51.839 --> 00:23:58.079
What matters to me is how do we take what we've got and do better and keep those people and retain those people.

00:23:58.319 --> 00:24:01.599
And the way to do that is not just to rely on your database.

00:24:01.759 --> 00:24:07.039
The way to do that is to also look outside of the people that you're already doing business with in fixed and variable ops.

00:24:07.119 --> 00:24:07.680
Would you agree with that?

00:24:07.839 --> 00:24:08.079
Absolutely.

00:24:08.319 --> 00:24:10.400
Okay, so let's start with conquest in this segment.

00:24:10.559 --> 00:24:11.359
Let's start there.

00:24:11.519 --> 00:24:13.279
Yes, let's do that, shall we?

00:24:13.440 --> 00:24:13.839
Right?

00:24:14.160 --> 00:24:14.880
Conquest.

00:24:15.119 --> 00:24:25.920
Conquest, most people are like, well, you know, because of the rules, and like you, I don't want to know what color the carpet is in the AG's office in any state in the country.

00:24:26.079 --> 00:24:27.119
We don't want that.

00:24:27.359 --> 00:24:37.920
We do, however, want to, and it sounds a little creepy, but we do want to be able to send Bernie Schmielpeck a letter, and we're gonna talk about that in a minute, right?

00:24:38.400 --> 00:24:43.920
What is the content that that speaks to why you should consider talking with us?

00:24:44.000 --> 00:24:46.880
And if you're not ready for a vehicle, what are the alternatives?

00:24:47.119 --> 00:24:49.759
You know, what does that look like in your world?

00:24:49.920 --> 00:24:56.880
Not from understanding how to reach Bernie, but when you find the Bernie Schmielpecs in the world, why does it matter?

00:24:57.039 --> 00:24:58.240
And how do you communicate?

00:24:58.400 --> 00:24:59.759
How often do you communicate?

00:24:59.839 --> 00:25:04.799
And how does conquest in your world, which everybody's afraid of, oh, conquest?

00:25:05.359 --> 00:25:07.359
It's a fraction of a percent of a return.

00:25:07.519 --> 00:25:08.720
I don't want to waste money on that.

00:25:09.039 --> 00:25:09.920
Is it a waste of money?

00:25:10.000 --> 00:25:12.720
And if not, how does your process work?

00:25:12.960 --> 00:25:14.400
Well why or why?

00:25:14.559 --> 00:25:14.720
Why?

00:25:14.799 --> 00:25:15.279
Why does it work?

00:25:16.559 --> 00:25:17.279
That's all good.

00:25:17.359 --> 00:25:24.640
It's first off, it's it's the ability to have more intelligence on the conquest than anybody else.

00:25:24.720 --> 00:25:27.839
Because the more intelligently I can talk to that person, the better the results.

00:25:28.000 --> 00:25:31.759
And we're our level of intelligence of communication is is outstanding.

00:25:31.839 --> 00:25:33.039
It's unbelievable.

00:25:33.279 --> 00:25:41.200
And so we've actually seen, and we can show this, where conquest, as it's called, we don't call it conquest, we call it your competitors database.

00:25:41.359 --> 00:25:43.200
Does message drive consumer action?

00:25:43.440 --> 00:25:44.079
Absolutely.

00:25:44.319 --> 00:25:44.640
Okay.

00:25:45.279 --> 00:25:50.880
I knew that was gonna dilate your pupils because for over 20 years you've been hitting me with that phrase forever.

00:25:51.200 --> 00:25:56.319
Well, most people hear that and they're like, I'm gonna go outside my database and I'm gonna waste my money.

00:25:56.559 --> 00:26:03.599
How does how in your world, you've proven this, how does message drive activity?

00:26:03.839 --> 00:26:12.480
What is the message that gets people's attention enough to at least put XYZ motors on their list of stores to talk with?

00:26:12.720 --> 00:26:14.880
It's the because it's not a one size fits all.

00:26:14.960 --> 00:26:21.359
Again, I if I emailed 30,000 pieces of mail for you, and and and 10 of them were what we call competitors database, right?

00:26:21.599 --> 00:26:26.799
My message on that, on the on the on the 10 is at much higher level.

00:26:26.880 --> 00:26:30.559
It's going to speak to them about where, you know, where where they are in their buying cycle.

00:26:30.720 --> 00:26:32.480
How can we really help them?

00:26:32.880 --> 00:26:42.960
Version A mailpiece is colorful and lively, and it's a it's most of the time it's a a folded tab sealed and it's engaging, and it's versus you don't do that.

00:26:43.039 --> 00:26:45.839
You actually send people letters, right?

00:26:45.920 --> 00:26:46.880
In envelopes.

00:26:47.279 --> 00:26:50.000
But the open rate, how do you get around the open rate?

00:26:50.319 --> 00:27:06.319
You change out the envelope, and you we have a we actually have a a strategy, a system where where people, this group of people, your your ideal customer profiles, which is combining the the list that we just talked about that we created, they're only hit once a quarter.

00:27:06.480 --> 00:27:07.839
That's what another thing dealers do.

00:27:07.920 --> 00:27:10.400
They they find something that works and they beat the snot out of it and it doesn't work anymore.

00:27:10.480 --> 00:27:12.000
They scorch the earth as used that earlier.

00:27:12.160 --> 00:27:12.400
Okay.

00:27:12.559 --> 00:27:14.400
So it's only hit once a quarter.

00:27:14.880 --> 00:27:23.039
So you you your prescription as a dealership or dealership group doctor of sorts, right?

00:27:23.279 --> 00:27:26.319
Because you're an MD of profitability.

00:27:26.480 --> 00:27:27.279
How you doing?

00:27:27.599 --> 00:27:28.000
Right?

00:27:28.640 --> 00:27:33.279
Is don't hit them on a monthly basis, don't keep sending the same colorful, right?

00:27:33.519 --> 00:27:34.480
Swoopy stuff.

00:27:34.799 --> 00:27:36.079
You're a quarterly person.

00:27:36.559 --> 00:27:37.680
Is that did I get that right?

00:27:38.240 --> 00:27:42.160
These these this group that we agree upon hit them once a quarter.

00:27:42.240 --> 00:27:43.039
And here's why.

00:27:43.200 --> 00:27:43.920
It makes sense.

00:27:44.000 --> 00:27:45.039
It's a moving target.

00:27:45.200 --> 00:27:53.359
If I'm talking to somebody about um, say getting out of their lease, the dealer sets a parameter and he says I can pull people forward in about six months.

00:27:53.519 --> 00:27:54.880
Okay, guess what?

00:27:55.119 --> 00:27:57.440
Three months ago, you didn't qualify for that.

00:27:57.680 --> 00:28:00.000
Three months ago, you didn't qualify to lower interest rate.

00:28:00.160 --> 00:28:02.079
Three months ago, you didn't qualify for equity.

00:28:02.240 --> 00:28:04.960
Three months ago, you didn't qualify for high interest rate and equity.

00:28:05.119 --> 00:28:06.400
So it's a moving target.

00:28:06.559 --> 00:28:08.319
And it's one past that though, isn't it?

00:28:08.480 --> 00:28:13.759
Because if they're not ready for a vehicle now, don't you have one eye on fixed ops as well?

00:28:14.079 --> 00:28:16.240
Um, we have two eyes on fixed stops.

00:28:16.559 --> 00:28:17.039
Two eyes.

00:28:17.200 --> 00:28:17.440
Right.

00:28:17.759 --> 00:28:18.720
Hold the phone.

00:28:18.960 --> 00:28:19.359
Right.

00:28:19.519 --> 00:28:24.000
Um, and it's it's without getting too deep into the guts of this thing.

00:28:24.240 --> 00:28:27.759
Why is it important to you to engage somebody?

00:28:27.920 --> 00:28:34.799
Because we're right, everybody listen, I've owned an ad agency for 22 years, and I don't make this work.

00:28:35.039 --> 00:28:37.119
Our entire team makes it work, right?

00:28:37.279 --> 00:28:39.759
Our team is large and in charge, right?

00:28:40.640 --> 00:28:45.440
We're most of the time with new uh relationships.

00:28:45.599 --> 00:28:48.079
All I hear is, how are you gonna help me sell more vehicles?

00:28:48.319 --> 00:28:53.039
Well, absorption handles the PL, and you're absorption-minded, aren't you?

00:28:53.279 --> 00:28:55.759
Extremely how does that work in your world?

00:28:56.079 --> 00:29:00.240
Well, and and this shocked everybody when we started to do it.

00:29:00.400 --> 00:29:02.960
I can I can ask you as a dealer, right?

00:29:03.119 --> 00:29:05.440
At what point in time do you consider customer loss?

00:29:05.599 --> 00:29:07.519
Basically, they're no longer coming in for service.

00:29:07.680 --> 00:29:13.839
I don't I have a service reminder program, I don't sell it, I don't use it because so does the manufacturer, so does everybody else.

00:29:14.000 --> 00:29:14.880
I don't I want the to.

00:29:15.279 --> 00:29:17.680
I want I don't want ones they got, I want the ones they couldn't get.

00:29:17.920 --> 00:29:18.960
Slow down for a second.

00:29:19.119 --> 00:29:22.799
You don't market a predictive service reminder like everybody else.

00:29:22.960 --> 00:29:25.920
You manage, you want to have one, you want to speak to you have one.

00:29:26.000 --> 00:29:26.559
Of course you do.

00:29:26.640 --> 00:29:27.119
You've got it all.

00:29:27.200 --> 00:29:29.039
It's the the start or sell it.

00:29:29.200 --> 00:29:30.960
What because you don't need to.

00:29:31.119 --> 00:29:31.359
Right.

00:29:31.519 --> 00:29:33.920
The to, could you expound on that?

00:29:34.079 --> 00:29:35.680
That rang my bell just now.

00:29:35.920 --> 00:29:41.200
Well, what I'm gonna ask you as a dealer, at what point in time is has that failed you?

00:29:41.279 --> 00:29:44.319
At what point in time is a customer lost and not coming out of service?

00:29:44.559 --> 00:29:45.200
Every time.

00:29:45.599 --> 00:29:55.759
Every time that somebody doesn't find a reason to pay attention to us, especially lease lessees that think that the only maintenance they need to do in their leased vehicle is put gas in the tank.

00:29:56.240 --> 00:29:57.039
Would you agree with that?

00:29:57.200 --> 00:29:58.960
I some people would definitely believe that.

00:29:59.279 --> 00:30:00.880
Okay, so how do we how do we avert that?

00:30:00.960 --> 00:30:02.960
What is the Hamlin philosophy?

00:30:03.359 --> 00:30:06.480
The Hamlin philosophy is so simple.

00:30:06.960 --> 00:30:07.519
All right.

00:30:07.759 --> 00:30:23.359
I if you tell me if a customer hasn't been in for 12 months for service, right, and I'm mailing out this larger group of people, I'm able to then look in and say, okay, has this person not been in for 12 months or longer?

00:30:23.519 --> 00:30:23.839
Right?

00:30:24.079 --> 00:30:28.000
And that person, and only that person, receives a PS.

00:30:28.160 --> 00:30:36.480
And the PS is something to the effect of even if you don't want to take advantage of the above offer, please come in and receive a$25 gift certificate to be used in our service department.

00:30:36.640 --> 00:30:39.599
It's our way of thanking you for being a custom being a loyal customer.

00:30:39.920 --> 00:30:50.880
To the to the competitors database, it's uh even if you aren't advantage don't want to take advantage of the above offer, please come in and receive a$40 gift certificate to be used in our service department.

00:30:51.039 --> 00:30:52.160
Okay, real quick.

00:30:52.400 --> 00:30:53.039
Come on, keep going.

00:30:53.519 --> 00:30:55.200
$40 gift certificate, right?

00:30:55.519 --> 00:30:59.279
It's our way of introducing your family to ours because they've never been to the dealership.

00:30:59.440 --> 00:31:00.559
So now, guess what?

00:31:00.720 --> 00:31:02.240
Now they're in your DMS.

00:31:02.400 --> 00:31:06.240
And the results we are getting on that is unbelievable.

00:31:06.400 --> 00:31:09.440
The service reminder service companies hate us.

00:31:09.680 --> 00:31:10.079
Why?

00:31:10.319 --> 00:31:12.799
Because we've just we don't there's no charge for that.

00:31:12.880 --> 00:31:14.240
I'm already talking to the customer.

00:31:14.400 --> 00:31:16.720
I'm just singling out the customer that you say is lost.

00:31:16.960 --> 00:31:19.920
You don't ding people an extra piece for an extra point for that?

00:31:20.160 --> 00:31:20.640
Nothing.

00:31:20.880 --> 00:31:22.240
I just sounded like a New Yorker.

00:31:22.319 --> 00:31:23.119
Well, I actually am.

00:31:23.279 --> 00:31:23.519
Sorry.

00:31:23.759 --> 00:31:24.480
Accent, sorry.

00:31:25.119 --> 00:31:27.440
I can't do the weather in Iowa, but I can sell cars there.

00:31:27.519 --> 00:31:28.160
How are you doing?

00:31:28.640 --> 00:31:39.119
And I think you've got a report in front of you that tells you that that that alone absorbed 355% of the cost of the entire event.

00:31:39.279 --> 00:31:39.759
It works.

00:31:40.079 --> 00:31:42.720
John, uh, I'm sorry, Josh, can I get a TV timeout, please?

00:31:42.960 --> 00:31:43.599
TV timeout.

00:31:43.920 --> 00:31:44.480
Thank you.

00:31:44.720 --> 00:31:48.240
I'm so headbent and confused right now.

00:31:48.400 --> 00:31:51.440
You just gave away, I don't apologize, it's a story of my life.

00:31:51.519 --> 00:31:53.519
Uh, college sports beat it out of me, right?

00:31:53.680 --> 00:31:54.720
I don't understand something.

00:31:54.880 --> 00:32:02.319
You just gave away a piece, a secret piece that somebody could take and talk to their own male people and put something in.

00:32:02.480 --> 00:32:04.160
Why won't it work in comparison?

00:32:04.319 --> 00:32:13.119
Is it the conversation, the quality and the altitude of the conversation with the consumer that you tailor as opposed to just, by the way, you want to know get a free grill.

00:32:13.440 --> 00:32:17.279
Other camera, what I wouldn't say is because they can't leave it alone.

00:32:17.440 --> 00:32:22.559
They'll take a piece of mail that we're doing and they'll say, we need to add just in time for Christmas.

00:32:22.720 --> 00:32:25.839
And all of a sudden, all of a sudden, it's advertisement.

00:32:26.000 --> 00:32:28.079
Our letter never once.

00:32:28.559 --> 00:32:32.079
Have we been in front of the AG or have we put somebody in front of the AG?

00:32:32.400 --> 00:32:34.319
Okay, we don't have disclaimers.

00:32:34.480 --> 00:32:35.359
We never have.

00:32:35.519 --> 00:32:36.480
We don't need them.

00:32:36.559 --> 00:32:37.200
We're not lying.

00:32:37.440 --> 00:32:42.160
So your disclaimer is no disclaimer because it's not a five-finger disclosure, it's truth and advertising.

00:32:42.400 --> 00:32:43.920
Boy, isn't that an oxymoron?

00:32:44.000 --> 00:32:45.599
Truth and advertising, except for you.

00:32:45.839 --> 00:32:45.920
Right.

00:32:46.319 --> 00:32:47.680
Why do you adhere to that?

00:32:48.400 --> 00:32:57.920
If somebody said if somebody just heard what I said and they think they're going to copy it, I'm not worried about it because they're going to put it in that they're going to take a personalized letter and make it advertising.

00:32:58.799 --> 00:33:00.319
Versus true speak.

00:33:00.720 --> 00:33:04.480
So you really uh epitomize the phrase truth and advertising.

00:33:04.720 --> 00:33:05.839
I asked the dealer the other day.

00:33:06.000 --> 00:33:06.240
Go ahead.

00:33:10.160 --> 00:33:12.799
How well do you think your unsold traffic's being followed up with?

00:33:13.279 --> 00:33:14.319
I scale one of ten.

00:33:14.480 --> 00:33:15.279
Well, maybe six.

00:33:15.440 --> 00:33:21.359
Okay, so then your previous customers, because that would be the most important than your previous customers, how well do you think you're doing with them?

00:33:21.839 --> 00:33:22.319
Horrible.

00:33:22.559 --> 00:33:23.039
Horrible.

00:33:23.279 --> 00:33:24.799
Okay, take a look at that letter.

00:33:25.039 --> 00:33:33.599
If you didn't sell one car, that personalized letter, would that not solve that problem, even if you didn't sell one car?

00:33:33.680 --> 00:33:36.400
Because you're reaching out and you're communicating one-on-one.

00:33:36.880 --> 00:33:42.319
And we have a process as a procedure to keep that believability and everything intact.

00:33:43.200 --> 00:33:43.359
Okay.

00:33:43.920 --> 00:33:47.279
You know, so it it it it just it doesn't miss.

00:33:47.599 --> 00:33:56.559
So are you is is the philosophy, because I'm I'm hearing of philosophy here, but then philosophy and follow-through sometimes get disconnected, don't they?

00:33:56.880 --> 00:33:57.680
Big time, right?

00:33:57.759 --> 00:33:58.640
We've talked about that for years.

00:34:01.680 --> 00:34:04.720
Right, because problems have no solutions, situations always do.

00:34:05.039 --> 00:34:11.199
The philosophical one of your tenons of business is no five finger disclosure.

00:34:11.280 --> 00:34:13.920
And the next one, the transparency of the message, right?

00:34:14.079 --> 00:34:15.039
Truth in advertising.

00:34:15.199 --> 00:34:20.320
We get clients all the time say, I want everybody to hear me say we're transparent.

00:34:20.480 --> 00:34:26.159
And as soon as they walk into this into fixed or variable ops, there's nothing transparent about any of this, right?

00:34:26.320 --> 00:34:29.119
Well, in your system of intelligence, just talk as that.

00:34:29.599 --> 00:34:32.880
You're and for those of you who remember who Popeye the Sailor was, you really are.

00:34:32.960 --> 00:34:34.079
You I am what I am.

00:34:34.480 --> 00:34:38.320
Here's the message, here it is, and and it's executable.

00:34:38.480 --> 00:34:49.760
Are you is the is the philosophy if we continue the conversation with Bernie Schmielpeck, we'll do business, and then when they're ready for their next vehicle, we're at least in the consideration phase.

00:34:50.079 --> 00:34:53.280
Well, that which is not immediate right of a new generating, is branding.

00:34:53.360 --> 00:34:55.840
And we're and we're showing that the dealership cares about him.

00:34:55.920 --> 00:34:59.920
It's communicating him on a regular basis with a with the honest, good communication.

00:35:00.000 --> 00:35:01.360
Not come in today and receive.

00:35:02.320 --> 00:35:02.960
It doesn't do that.

00:35:03.360 --> 00:35:04.880
And there's a time and place for get a grill.

00:35:05.199 --> 00:35:05.599
Absolutely.

00:35:05.840 --> 00:35:11.360
But but but I shouldn't say but because psychologically every but in the middle of a sentence means crap, crap, crap.

00:35:11.599 --> 00:35:14.000
There's a time and place for an event and give a grill.

00:35:14.159 --> 00:35:14.480
Uh-huh.

00:35:14.719 --> 00:35:15.599
Is it every time?

00:35:15.840 --> 00:35:16.000
No.

00:35:16.239 --> 00:35:16.480
Why?

00:35:16.719 --> 00:35:20.159
No, because we can talk more intelligently to them.

00:35:20.239 --> 00:35:26.960
It's when, it's when you're you're let's say you've done your your um uh campaigns you can do for the quarter, right?

00:35:27.039 --> 00:35:28.000
And you did it in one month.

00:35:28.079 --> 00:35:32.079
You have 10 salespeople and 10,000 names, and so you're gonna mail 10,000.

00:35:32.239 --> 00:35:34.960
Now you don't need you got two months that you're not doing anything.

00:35:35.199 --> 00:35:35.920
Good, saturate.

00:35:36.000 --> 00:35:37.039
So do other things if you want.

00:35:37.199 --> 00:35:39.440
So you're a communication-based company.

00:35:39.519 --> 00:35:46.559
Does the you know you're you're approved by OEMs, you have turnkey relationships and and IMR stuff and all these other great acronyms, right?

00:35:46.880 --> 00:35:46.960
Right?

00:35:47.119 --> 00:35:49.119
And you get vetted and all this other stuff.

00:35:49.360 --> 00:36:00.159
Do you change the quality and level of conversation with a less expensive new vehicle versus say uh a Bentley or Rolls-Royce consumer?

00:36:00.400 --> 00:36:04.079
Does it change, or do you believe that everybody's entitled to have a conversation?

00:36:04.400 --> 00:36:05.199
You know, that's agree.

00:36:05.360 --> 00:36:12.000
Because we picked up Rolls-Royce North America, and the the conversation stayed the same.

00:36:12.480 --> 00:36:14.239
And it was hugely successful.

00:36:15.199 --> 00:36:16.000
Head explosion time.

00:36:16.960 --> 00:36:17.920
What did you learn from that?

00:36:18.159 --> 00:36:26.480
I learned that the actually the I reversed it and said, you know, why wouldn't we treat a Hyundai owner the same way we would a Rolls-Royce owner?

00:36:26.559 --> 00:36:27.599
Why wouldn't we do that?

00:36:28.239 --> 00:36:29.199
And we do.

00:36:29.519 --> 00:36:40.400
Well, we know that that financially the a vehicle is uh worst case, the second largest transaction, or third, depending on how high line a person it is.

00:36:40.639 --> 00:36:47.679
In a lot of cases, it's the most expensive thing that a an American w uh resident right would ever buy.

00:36:47.920 --> 00:37:13.760
So is it your philosophy that regardless of price point, if we if we if if we use the true definition of truth in advertising, we speak to them the way we would want to be spoken to, that the respondent rate will be better, the conversion rate to sales will be better and better and fixed and op and ver uh variable ops, and and and to take the old Carl Sewell philosophy from many, many years ago from that book, Customer for Life, you at least have a chance to not get outsold for five dollars a month.

00:37:14.000 --> 00:37:14.559
Exactly.

00:37:15.519 --> 00:37:17.519
Exactly, because it's it's a relationship.

00:37:17.760 --> 00:37:18.079
All right.

00:37:18.320 --> 00:37:20.800
Yeah, what's the difference between a vendor and a relationship?

00:37:21.039 --> 00:37:22.880
I'm looking at a document here.

00:37:23.119 --> 00:37:25.840
Uh Your Honor, permission to leave the witness?

00:37:26.079 --> 00:37:26.880
Permission granted.

00:37:27.119 --> 00:37:27.840
Thank you, Josh.

00:37:28.239 --> 00:37:30.320
Can I quote the name of the retailer?

00:37:30.480 --> 00:37:32.159
I don't I don't want to step on toes.

00:37:32.559 --> 00:37:33.599
He's this guy too.

00:37:33.760 --> 00:37:34.079
Okay.

00:37:34.320 --> 00:37:35.760
So Honda World.

00:37:36.480 --> 00:37:37.360
What state?

00:37:37.760 --> 00:37:38.239
Kentucky.

00:37:38.480 --> 00:37:39.280
Kentucky.

00:37:39.519 --> 00:37:39.840
Oh.

00:37:40.400 --> 00:37:41.679
The bourbon trail.

00:37:41.840 --> 00:37:43.039
That's a discussion for another day.

00:37:43.119 --> 00:37:46.880
And I'm not a heavy drinker, but what an event that was for my wife's 60th birthday.

00:37:47.119 --> 00:37:49.119
So Honda World, can I just read this?

00:37:49.360 --> 00:37:54.079
And then in pieces, and then you kind of absolutely here's the doc.

00:37:54.320 --> 00:37:55.760
I'd like to admit this into evidence.

00:37:55.920 --> 00:38:00.559
Exhibit Hamlin uh A and reason for why we need to slow down and listen.

00:38:00.719 --> 00:38:01.519
Thank you, Your Honor.

00:38:01.599 --> 00:38:02.880
I appreciate the thumbs up.

00:38:03.039 --> 00:38:04.559
I I'm just gonna read off of this.

00:38:05.119 --> 00:38:05.360
Cool?

00:38:05.760 --> 00:38:10.559
Honda World overall summary 62 campaigns over what period of time?

00:38:10.880 --> 00:38:11.760
Ten years.

00:38:12.000 --> 00:38:12.960
Ten years?

00:38:13.199 --> 00:38:14.800
That sounds like a really long time.

00:38:14.880 --> 00:38:18.800
So but 62 campaigns over 10 years is not in a campaign every month.

00:38:19.039 --> 00:38:21.119
So we're back to this quarterly relationship.

00:38:21.360 --> 00:38:21.679
Okay.

00:38:21.840 --> 00:38:23.280
So so you admit it then.

00:38:24.000 --> 00:38:24.880
Not guilty.

00:38:25.119 --> 00:38:26.960
Okay, so 62 campaigns.

00:38:27.199 --> 00:38:29.360
Lost service reactivated.

00:38:29.599 --> 00:38:41.440
$6,470,995 times 0.65 equals$4,206,146 gross profit.

00:38:41.599 --> 00:38:42.400
What does that mean?

00:38:42.480 --> 00:38:43.840
Because that sounds like a some math.

00:38:44.239 --> 00:38:45.840
Profit and gross profit.

00:38:46.079 --> 00:38:46.639
Deliberately.

00:38:46.880 --> 00:38:51.280
Is this really relevant considering that the car business isn't exactly flying right now?

00:38:51.440 --> 00:38:54.960
How much more important is what I just read that you clarified?

00:38:55.599 --> 00:39:01.119
If you were a dealer, would would that fixed ops calculation resonate for you?

00:39:01.440 --> 00:39:02.239
Oh, absolutely.

00:39:02.480 --> 00:39:02.639
Okay.

00:39:02.719 --> 00:39:03.360
Can I continue?

00:39:03.599 --> 00:39:03.920
Absolutely.

00:39:04.159 --> 00:39:04.480
Okay.

00:39:05.039 --> 00:39:14.559
By the way, uh Josh, I hate to tell you, we're gonna go a little over with this pod and and uh tough nooggies uh I said nogies, by the way, because I'm allowed to say that in grammar school.

00:39:14.800 --> 00:39:20.719
Um total mailed in 62 campaigns is the total spend.

00:39:20.960 --> 00:39:25.039
That's that's the the total that was spent in 62 campaigns over roughly a decade.

00:39:25.360 --> 00:39:26.480
And I'm guessing on the decade.

00:39:26.719 --> 00:39:27.760
Yeah, close enough for darts.

00:39:28.000 --> 00:39:28.239
Okay.

00:39:28.719 --> 00:39:33.519
Total spend 1,185,839.

00:39:33.760 --> 00:39:36.320
This is not a 67 cents a piece mailer.

00:39:36.559 --> 00:39:36.639
No.

00:39:36.960 --> 00:39:37.199
Okay.

00:39:37.679 --> 00:39:40.159
1 million, just shy of 1.2 million.

00:39:40.800 --> 00:39:42.320
I'm around a car guy, a round up.

00:39:42.480 --> 00:39:43.280
1.2 million.

00:39:43.440 --> 00:39:43.599
Okay.

00:39:44.079 --> 00:39:46.159
Service absorption, 355%.

00:39:47.199 --> 00:39:48.159
What does that mean?

00:39:49.039 --> 00:39:51.599
That fiance told you about on the bottom of the letter?

00:39:51.760 --> 00:39:51.920
Yep.

00:39:52.239 --> 00:39:54.719
Absorbs 355% of the entire cost of the city.

00:39:54.880 --> 00:39:58.320
From a little every camping campaign that he's ever done.

00:39:58.400 --> 00:40:00.719
Now, the interesting part is I didn't know this.

00:40:00.800 --> 00:40:02.079
He called me and he told me.

00:40:02.159 --> 00:40:06.079
And then he called me a week later, okay, and because he he he did this.

00:40:06.239 --> 00:40:06.800
I didn't.

00:40:07.039 --> 00:40:08.800
He said, You're not listening to me.

00:40:08.960 --> 00:40:10.239
And I said, Oh no, I heard you.

00:40:10.320 --> 00:40:12.480
You had a campaign where the service actually paid for it.

00:40:12.559 --> 00:40:17.920
He goes, No, John, over all 62 campaigns, because he has access to this on his system of intelligence.

00:40:18.159 --> 00:40:24.159
You would go over this one-on-one with people after this pod that want to talk to you more, which by the way, We don't get a VIG for.

00:40:24.400 --> 00:40:26.800
This is net direct from Hamlin and Associates.

00:40:26.880 --> 00:40:29.199
So you can defend this 355 successfully.

00:40:29.599 --> 00:40:31.440
Dealer he he did it.

00:40:31.519 --> 00:40:32.000
I didn't.

00:40:32.239 --> 00:40:32.719
Cool, cool.

00:40:32.880 --> 00:40:34.079
Let's go on to the next thing.

00:40:34.320 --> 00:40:35.920
Vehicles matched.

00:40:36.719 --> 00:40:38.320
What does that mean before I read the numbers?

00:40:38.559 --> 00:40:43.519
The reason I say match is I think dealers are sick and tired of saying we sold 42 cars.

00:40:43.679 --> 00:40:45.519
I didn't sell a car, I didn't take a TO.

00:40:45.599 --> 00:40:46.480
I didn't bump a trade.

00:40:46.559 --> 00:40:48.639
I didn't do anything, any of the heavy lifting.

00:40:48.719 --> 00:40:49.920
I started a conversation.

00:40:50.000 --> 00:40:54.719
I get I'll also say this if you dealer trade for a car on Wednesday, right?

00:40:54.960 --> 00:40:59.519
And I drop mail on Friday, and as a previous customer, it doesn't show up as what?

00:40:59.920 --> 00:41:00.800
Isn't purchase.

00:41:00.880 --> 00:41:02.079
So therefore, I mail them.

00:41:02.239 --> 00:41:04.239
They take delivery on Tuesday, right?

00:41:04.400 --> 00:41:06.159
It shows I put them on the RLI.

00:41:06.239 --> 00:41:09.679
So you're did my mail have anything to do with that?

00:41:09.840 --> 00:41:10.000
No.

00:41:10.159 --> 00:41:12.000
And I think dealers are sick and tired of that.

00:41:12.320 --> 00:41:13.119
Ah, they they are.

00:41:13.199 --> 00:41:14.559
I would be if I still had my store.

00:41:14.719 --> 00:41:18.880
All right, so vehicles matched 4,331.

00:41:19.119 --> 00:41:21.599
I like to put the emphasis because that's a big number.

00:41:21.840 --> 00:41:32.239
So 4,331 vehicles matched times$2,000 average profit per vehicle equals$8,662.

00:41:32.400 --> 00:41:39.679
So just shy of$8.7 million in total profit at the gross line level.

00:41:39.920 --> 00:41:40.480
Is that correct?

00:41:40.639 --> 00:41:40.800
Right.

00:41:41.039 --> 00:41:44.639
Or is that well, no,$2,000 a copy is net, not gross.

00:41:44.880 --> 00:41:50.320
It's net before expenses and stuff, but it's true against invoice on a per deal basis.

00:41:50.480 --> 00:41:50.559
Right.

00:41:50.880 --> 00:41:53.119
So just shy of$8.7 million.

00:41:53.599 --> 00:41:53.920
Okay.

00:41:54.159 --> 00:41:55.519
Overall net profit.

00:41:55.760 --> 00:41:56.159
Huh.

00:41:56.320 --> 00:42:01.119
So we're we're adding fixed and variable together on these 62 campaigns.

00:42:01.280 --> 00:42:06.000
11,682,000 and a few hundred bucks.

00:42:06.079 --> 00:42:09.760
Let's call it 11.7 million average net profit per event.

00:42:10.000 --> 00:42:11.599
Average net profit, net.

00:42:12.000 --> 00:42:17.280
So selling price, including what's generated in the box from invoice, right?

00:42:18.159 --> 00:42:19.119
Per event.

00:42:19.519 --> 00:42:20.719
I gotta read this.

00:42:21.519 --> 00:42:26.559
11,682,310 dollars.

00:42:26.800 --> 00:42:27.599
I'm sorry, no.

00:42:27.760 --> 00:42:29.280
Average net profit per event.

00:42:29.360 --> 00:42:30.639
That's why I don't have my glasses on.

00:42:30.800 --> 00:42:32.800
188,424.

00:42:33.039 --> 00:42:34.239
So let's round down.

00:42:34.480 --> 00:42:37.679
$188,000 of net profit.

00:42:37.920 --> 00:42:39.199
Net profit, right?

00:42:40.079 --> 00:42:40.880
Per event.

00:42:41.519 --> 00:42:44.079
Overall ROI, 985%.

00:42:45.119 --> 00:42:51.360
So just just for those of us who I mean, I I I I'm a graduate of the U and I'm okay with math.

00:42:51.519 --> 00:42:53.920
What does that 985 mean to me, Mr.

00:42:54.239 --> 00:42:54.400
Mr.

00:42:54.480 --> 00:42:54.800
Vender?

00:42:55.039 --> 00:42:55.440
I'm Mr.

00:42:55.519 --> 00:42:55.840
Dealer.

00:42:56.000 --> 00:43:01.679
It's gonna you if you look at that report, you're gonna see we're very conservative because let's start out where we began.

00:43:01.920 --> 00:43:05.519
The whole event was paid for before you ever sold a car.

00:43:05.760 --> 00:43:19.599
So your focus is against the is instead of dropping prey mail and database and and go to Experian and only focus on new vehicles over the curb, you're looking at the entire pizza, not just the toppings or a couple of slices.

00:43:19.760 --> 00:43:20.960
Am I am I on your page?

00:43:22.320 --> 00:43:22.639
Okay.

00:43:22.800 --> 00:43:32.960
Now, uh Your Honor, I'd like to I would like to admit uh I would like to admit exhibit Hamlin B2 into evidence, please, uh Your Honor.

00:43:33.440 --> 00:43:33.840
Admitted.

00:43:34.000 --> 00:43:34.400
Thank you.

00:43:34.639 --> 00:43:43.519
So so um by the way, I I think we need to take this art and put it on the pod because because this is altitude that is is wow time.

00:43:43.599 --> 00:43:44.239
Can I just read it?

00:43:44.719 --> 00:43:46.480
Adage, automotive news.

00:43:47.039 --> 00:43:49.519
It's not Joe's magazine, right?

00:43:49.679 --> 00:43:52.079
Which uh I was in the magazine business that did it level.

00:43:53.679 --> 00:43:57.840
Dealers know that hasn't heard of automotive news like uh from when I was a little guy.

00:43:57.920 --> 00:43:59.360
Uh my dad was a dealer for 53 years.

00:43:59.440 --> 00:44:01.920
He used to make Me read it and I didn't even know what I was reading until I looked at it.

00:44:02.079 --> 00:44:02.960
They interviewed my clients.

00:44:03.119 --> 00:44:04.239
Automotive, correct.

00:44:04.480 --> 00:44:07.440
Um and the participate, the presenting sponsor.

00:44:07.599 --> 00:44:08.480
I love this.

00:44:08.719 --> 00:44:11.360
The presenting sponsor of this award is Experian.

00:44:11.920 --> 00:44:14.400
So they're a database company.

00:44:14.719 --> 00:44:15.199
Big time.

00:44:15.360 --> 00:44:15.599
Okay.

00:44:15.840 --> 00:44:17.360
Global Marketing Awards.

00:44:17.519 --> 00:44:17.840
Right?

00:44:18.000 --> 00:44:18.800
Same as you.

00:44:19.119 --> 00:44:21.199
Which probably means that you qualified for this.

00:44:21.360 --> 00:44:26.239
Global Marketing Awards, Best Use of Data Winner 2025.

00:44:26.719 --> 00:44:31.519
Best Use of Data 2025, Hamlin Associates, an automotive technology company.

00:44:31.679 --> 00:44:33.199
You don't bill yourself as a mail house.

00:44:33.280 --> 00:44:33.920
No, we're not.

00:44:34.159 --> 00:44:34.480
Okay.

00:44:35.119 --> 00:44:38.239
So you got the best use of data winner 2025.

00:44:39.360 --> 00:44:40.320
I love that.

00:44:40.639 --> 00:44:50.719
7,519 targeted letters, 26% response rate on that's a low number, 75, right?

00:44:50.800 --> 00:45:04.400
Because most mailhouses are like, you need to send 15,000 pieces of mail, but 7,519 targeted letters, 26% response rate,$811,000 plus service revenue.

00:45:04.559 --> 00:45:05.039
Wait a minute.

00:45:05.199 --> 00:45:10.320
So the$812K is based on vehicle sales not including service revenue?

00:45:10.480 --> 00:45:10.800
No.

00:45:11.039 --> 00:45:11.679
No, I'm wrong.

00:45:11.840 --> 00:45:11.920
No.

00:45:12.239 --> 00:45:14.719
See what what the they left out there.

00:45:15.039 --> 00:45:15.360
Go ahead.

00:45:15.440 --> 00:45:15.760
Come on.

00:45:15.920 --> 00:45:21.440
Um is the 811 was what we targeted them for.

00:45:21.760 --> 00:45:24.400
They spent an more, even more on service.

00:45:24.480 --> 00:45:24.639
Okay.

00:45:24.960 --> 00:45:25.599
Who spent more?

00:45:25.840 --> 00:45:26.239
The customer.

00:45:26.480 --> 00:45:26.800
Customer.

00:45:26.960 --> 00:45:27.280
Customer.

00:45:27.360 --> 00:45:27.519
Okay.

00:45:27.760 --> 00:45:30.159
Okay, so let me let me give this more context.

00:45:30.400 --> 00:45:31.760
Because this is an aha moment for me.

00:45:32.239 --> 00:45:38.480
The 7,519 people were sent out in increments of like 1,400 pieces throughout the year.

00:45:38.719 --> 00:45:38.960
Okay.

00:45:39.519 --> 00:45:40.800
Because it's recall.

00:45:40.880 --> 00:45:41.760
And that's for dealers.

00:45:42.159 --> 00:45:45.840
I can tell any dealer in the country, because they've gotten enough stats now to prove it.

00:45:46.000 --> 00:45:50.079
If your service department's slow, all right, I can put people in your service department.

00:45:50.239 --> 00:45:56.559
We can overrun your 900 pieces of mail in one drop, and they're getting this huge response rate.

00:45:56.880 --> 00:45:59.039
We take in WIP into consideration, right?

00:45:59.119 --> 00:46:00.159
We've taken remedy.

00:46:00.239 --> 00:46:04.400
We take in, have they actually already had this done, which is where a lot of people drop the ball.

00:46:04.480 --> 00:46:05.679
Again, they want bigger numbers.

00:46:05.920 --> 00:46:07.679
How do you make money on 1400 pieces of mail?

00:46:08.159 --> 00:46:10.400
Well, in a traditional sense, you don't.

00:46:10.719 --> 00:46:10.960
Right.

00:46:11.039 --> 00:46:11.679
You don't.

00:46:11.840 --> 00:46:13.199
Um however.

00:46:13.679 --> 00:46:15.519
What are we doing with a relationship here?

00:46:15.760 --> 00:46:19.920
Well, you're using data as your leverage point to be able to make those numbers work, are you not?

00:46:20.639 --> 00:46:26.400
This is more about it's impossible for me to make money on 900 pieces of mail.

00:46:26.480 --> 00:46:32.559
So why not do it and you know, whatever it is, and be that guy?

00:46:32.880 --> 00:46:35.840
As opposed to being one and done and going to the next one and churning business.

00:46:36.079 --> 00:46:37.599
Right, or trying to jack up the numbers.

00:46:37.840 --> 00:46:40.480
So I have three more questions because Josh, do we have any time?

00:46:40.639 --> 00:46:42.159
We're out of time, but I'm gonna keep going.

00:46:42.320 --> 00:46:43.199
Wrap it up.

00:46:43.360 --> 00:46:44.480
Not gonna happen.

00:46:44.719 --> 00:46:45.920
I need more time.

00:46:46.239 --> 00:46:47.039
Your honor?

00:46:47.119 --> 00:46:48.079
Hey, I need more time.

00:46:48.239 --> 00:46:50.079
Woo, woo! Here goes the scale.

00:46:50.239 --> 00:46:50.559
All right.

00:46:50.800 --> 00:46:54.159
So, so I have a it's not a trick question.

00:46:54.559 --> 00:46:57.519
You know that I sold my store years ago.

00:46:57.760 --> 00:46:59.840
22 years we were an ad agency.

00:47:00.079 --> 00:47:04.239
A lot of ad agencies would listen to this and go, and this dude's gonna put me out of business.

00:47:04.400 --> 00:47:10.159
Is there a relationship, a hand-in-glove relationship with an ad agency with this product?

00:47:10.239 --> 00:47:12.159
And if so, how does that work?

00:47:12.960 --> 00:47:13.760
Great question.

00:47:14.000 --> 00:47:14.400
Thank you.

00:47:14.559 --> 00:47:15.440
I'm full of those.

00:47:15.599 --> 00:47:18.639
I'm gonna I have a company called Agency Alliance, right?

00:47:18.719 --> 00:47:20.079
Do you know why I have Agency Alliance?

00:47:20.239 --> 00:47:20.639
Why is that?

00:47:20.880 --> 00:47:26.239
Because I don't want when they screw with the campaign, they change it, they do things that are not right, right?

00:47:26.400 --> 00:47:29.119
All right, it's no longer it's them doing it, not us.

00:47:29.360 --> 00:47:33.599
Does traditional media compliment your your data-based program?

00:47:35.679 --> 00:47:36.719
How do you mean that question?

00:47:36.960 --> 00:47:45.440
From a communication perspective, to keep the consumer engaged, to not just rely on one spoke of the wheel to keep the wheel spinning true.

00:47:45.599 --> 00:47:48.239
Do you believe that multiple spokes makes a dealership run?

00:47:48.800 --> 00:47:50.719
When we work, especially when we work with an agency.

00:47:50.880 --> 00:47:51.039
Right.

00:47:51.599 --> 00:47:59.519
The data is in that system of intelligence, which can you can use in Facebook, you can use in streaming, which is huge.

00:47:59.760 --> 00:47:59.840
Right.

00:48:00.079 --> 00:48:02.800
So you're very, very accurate because it's sanitized bad data.

00:48:02.960 --> 00:48:03.519
I'll come back.

00:48:03.760 --> 00:48:08.960
Yeah, and that's a different we're gonna talk about an episode and and just uh pay it and stick around.

00:48:09.119 --> 00:48:14.480
Everybody's pushing CTI now and trying to eliminate everybody, even the even, you know, woo-hoo, the big one ZTI.

00:48:14.639 --> 00:48:22.320
So you see a relationship, multiple spokes in the wheel helping to drive fixed and variable ops, and you're one of those spokes, not the only spokes.

00:48:22.480 --> 00:48:22.800
Is that correct?

00:48:23.039 --> 00:48:27.440
That's one of the thousand good decisions that JM Lexus, Bob Johnson, Chevrolet make.

00:48:27.519 --> 00:48:32.639
Um I'm not the, but I'm certainly one of their best practices.

00:48:32.960 --> 00:48:34.079
You're gonna come back.

00:48:34.639 --> 00:48:38.719
I just won't put the fuel in the plane because that's uh it's above my pay grade.

00:48:38.960 --> 00:48:40.239
Can I ask you one last question?

00:48:40.400 --> 00:48:40.639
Sure.

00:48:40.719 --> 00:48:41.360
You you sure?

00:48:41.440 --> 00:48:41.760
Uh-huh.

00:48:41.840 --> 00:48:42.719
Because this is a good one.

00:48:43.039 --> 00:48:43.519
You ready?

00:48:43.599 --> 00:48:43.920
Uh-huh.

00:48:44.079 --> 00:48:45.280
As they say down south.

00:48:45.519 --> 00:48:53.360
When it comes to direct mail, how can dealers judge if their provider is not doing enough?

00:48:53.599 --> 00:48:54.559
Is not doing enough.

00:48:54.639 --> 00:48:55.679
How do they judge that?

00:48:56.000 --> 00:48:58.320
The transparency of showing them.

00:48:58.480 --> 00:49:00.639
If I say I'm cleaning your data, right?

00:49:00.800 --> 00:49:06.960
And I'm and I'm removing up to 80% and saying it's garbage, showing them exactly where it's garbage.

00:49:07.199 --> 00:49:10.719
And showing them exactly before you were in their business or after?

00:49:10.960 --> 00:49:16.719
We show them for another dealer, a demo demo site, and then when we engage them, we start to show we show them.

00:49:17.119 --> 00:49:25.280
You have clients that are willing to share what they're doing with you to prove that it works, if as long as they're not facing competitors, you'll talk about that stuff.

00:49:25.519 --> 00:49:26.639
Oh, I show it to them.

00:49:26.719 --> 00:49:29.280
I show them what they can expect from the system of intelligence.

00:49:29.360 --> 00:49:30.960
And that they see that.

00:49:31.360 --> 00:49:37.599
And if they're not transparent, and I mean, if I'm walking around saying I sold 42 cars, right?

00:49:38.000 --> 00:49:44.800
If I can't substantiate and be transparent and prove to you everything that's being claimed, right, probably not the guy to deal with.

00:49:44.880 --> 00:49:52.159
If I'm not innovative, if I don't have a what a system that I can prove works to go after by conquest, right?

00:49:52.320 --> 00:49:53.039
And we do.

00:49:53.519 --> 00:49:54.960
Can you have the sign you just showed me?

00:49:55.199 --> 00:49:56.480
Josh, you're gonna love this.

00:49:56.559 --> 00:49:58.159
But can I have that sign to wrap it up?

00:49:58.480 --> 00:49:59.599
Hey villain, right?

00:49:59.760 --> 00:50:04.320
So he's been Josh is like, loud, loud! Here's the sign, wrap it up, wrap it up.

00:50:04.480 --> 00:50:11.039
Here's come here it comes, because we're out of time and we've been out of time for you're please, please come back and see us again.

00:50:11.119 --> 00:50:11.360
Absolutely.

00:50:11.599 --> 00:50:13.280
I want to tear this down even more.

00:50:15.840 --> 00:50:18.239
I've known John for over 20 years.

00:50:19.199 --> 00:50:28.239
Our ad agency, PMD, maybe you've heard of us, has been partnering with John with clients for as long.

00:50:29.360 --> 00:50:36.800
And if it wasn't for John, we wouldn't have a full solution, multiple spokes all working together.

00:50:37.039 --> 00:50:41.599
First of all, John, thank you for for appearing and coming all the way up here just to be on this pod.

00:50:42.000 --> 00:50:42.559
Thanks for having me.

00:50:43.119 --> 00:50:43.440
Come on, man.

00:50:43.840 --> 00:50:44.159
That's fun.

00:50:44.239 --> 00:50:44.880
It's our honor.

00:50:44.960 --> 00:50:45.840
It really is.

00:50:46.079 --> 00:50:49.920
Um it's time to be judgy in the car business.

00:50:50.000 --> 00:50:52.800
It's time to force force the issue.

00:50:52.960 --> 00:50:54.239
Not mean-spirited.

00:50:54.400 --> 00:50:59.280
It's time that to really look at because in right in good times, everybody can make money by accident.

00:50:59.440 --> 00:51:07.599
It's being a wartime conciliary where we have to look at because my dad, who was a dealer for 53 years, you almost make me want to buy another store.

00:51:07.679 --> 00:51:16.960
You really do, because the things that we learn when the the things aren't exactly wow, when we do them when things are yeah, we'll be even better off.

00:51:17.119 --> 00:51:23.280
I it's this type of process, it's a philosophy, it's a process.

00:51:23.519 --> 00:51:25.039
This gentleman gets it.

00:51:25.360 --> 00:51:31.519
I don't like, as a general rule, to do endorsements and you didn't pay to be here, right?

00:51:31.679 --> 00:51:32.639
You didn't pay to be here.

00:51:33.199 --> 00:51:35.760
You think I'm out of my mind because you told me that before we did this, right?

00:51:35.840 --> 00:51:39.760
We're not we don't monetize this because I don't want to be influenced by a check.

00:51:39.920 --> 00:51:42.079
I want to be influenced by success.

00:51:42.320 --> 00:51:43.840
And that's why an agency that I love dealing with.

00:51:44.079 --> 00:51:44.239
Right.

00:51:44.480 --> 00:51:47.119
Because you do, you operate at a level that a lot don't.

00:51:47.199 --> 00:51:47.840
Let's just say that.

00:51:48.159 --> 00:51:54.960
Well, because because as as we're not media people trying to sell to car people, we're car people that happen to be in the media business.

00:51:55.119 --> 00:51:55.599
Hello.

00:51:56.079 --> 00:51:57.599
So let me leave you with this.

00:51:57.840 --> 00:52:05.599
You want to hear an alternative opinion, an alternative, be given an alternative choice, something to think about.

00:52:05.760 --> 00:52:13.599
We'll make sure on our website, carguysimple.com, you'll probably saw some a message on how to contact John.

00:52:14.000 --> 00:52:15.519
Give him a shout, man.

00:52:15.599 --> 00:52:17.119
He'll take your call.

00:52:17.360 --> 00:52:19.039
He will be back to do more stuff.

00:52:19.119 --> 00:52:23.679
In the short term, we're only as good as what we sold yesterday and today, right?

00:52:23.840 --> 00:52:25.519
Our window we have in the car business.

00:52:25.599 --> 00:52:28.159
We in a calendar year, we have 12 fiscal periods.

00:52:28.400 --> 00:52:33.039
And the day-to-day progress in sales, service, and parts is what keeps that company in business.

00:52:33.199 --> 00:52:34.719
Thank you for being on board.

00:52:34.880 --> 00:52:36.719
Thank you for being a part of what you do.

00:52:36.960 --> 00:52:38.239
Thank you for being transparent.

00:52:38.400 --> 00:52:41.440
And most of all, thank you and welcome to the CGS family.

00:52:41.599 --> 00:52:42.400
We really appreciate you.

00:52:42.960 --> 00:52:43.199
All right.

00:52:43.360 --> 00:52:44.000
Very cool.

00:52:44.239 --> 00:52:45.119
Thank you for listening.

00:52:45.280 --> 00:52:47.280
Sorry we kept you on for so long.

00:52:47.519 --> 00:52:48.719
It was worth it.

00:52:48.960 --> 00:52:53.599
Slow your brain down and think about what you just heard and give the guy a call.

00:52:53.760 --> 00:52:56.559
If I could have slowed this down and given you more, I would.

00:52:56.719 --> 00:53:05.280
But sometimes thought starters are what what Chiny said 5,000 years ago, the journey of a thousand miles starts with a single step.

00:53:05.519 --> 00:53:06.719
Here's your single step.

00:53:06.880 --> 00:53:07.920
Thank you for your time.

00:53:08.079 --> 00:53:09.119
We'll talk soon.

00:53:09.280 --> 00:53:10.079
Thank you again.

00:53:10.320 --> 00:53:12.159
CGS out.

00:53:14.079 --> 00:53:20.639
Follow us on Instagram, Facebook, LinkedIn, YouTube, and at CarGuysImple.com.

00:53:20.719 --> 00:53:23.519
To learn more and see behind the scenes action.

00:53:23.760 --> 00:53:27.199
If you have a topic you want us to discuss, we'd love to hear from you.

00:53:27.440 --> 00:53:31.440
Feel free to send Joe an email at Joe at CarGuysIple.com.

00:53:31.599 --> 00:53:34.000
This is the Car Guy Simple Podcast.

00:53:34.239 --> 00:53:35.199
See you next time.