Unlock the Power of
Tier 4 Marketing to
Increase Profits
Jonathan Dawson
Dealer Consultant
Sellchology
Atlanta, GA
(612) 387 - 7776
[email protected]
David Booth
Dealer & GM
WG Auto Group
Atlanta, GA
(678) 245 - 2031
[email protected]
Paul Sansone Jr.
Dealer & GM
Sansone’s 66 Automall
Neptune, NJ
(732) 558 - 1888
[email protected]
The views and opinions presented in this educational program and any accompanying handout material are
those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not
NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the
speaker or the speaker’s company, product, or services.
Nothing that is presented during this educational program is intended as legal advice, and this program may not
address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The
purpose of the program is to help dealers improve the effectiveness of their business practices. The information
presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their
dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part
of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.
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Learning Objectives
1. Upon completion of this workshop, you will be able to define Tier 4 marketing
approach in order to understand its benefits for your store.
2. Upon completion of this workshop, you will be able to summarize the applications
of Tier 4 marketing strategies in order to generate organic leads, reduce turnover
and increase profits.
3. Upon completion of this workshop, you will be able to understand the steps
necessary to creating a Tier 4 culture in order to implement it at your store.
What is Tier 4 Marketing?
• Tier 4 Marketing is marketing beyond the manufacturer, the zone, and the
dealership.
• It allows salespeople to create multiple streams of leads, traffic and sales.
• By allowing your sales team to brand and market themselves, you can create
multiple businesses within your business!
Why Should You Consider Tier 4 Marketing?
Do you say any of these statements OR do you believe them when you hear them?
People buy from
people they know,
like and trust
Customers care
about their
shopping
experience.
If salespeople build
a business, they
won’t have to take
ups!
If you really believe the statements above are accurate, why not create a culture and a
process that support your beliefs?
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Implementing Tier 4 Marketing and Culture will have the following benefits:
• Increased sales, while also increasing
profit per sale.
• Reduced turnover because you will invest
and develop your people.
• Impacting your community through
unique campaigns.
Dealer Stories and Experience with Creating a Tier 4 Culture
Paul Sansone Jr., Dealer & GM – Sansone Jr.’s 66
Auto Mall, Neptune, NJ
Paul is a 2nd generation dealer and owner. He
founded Tier Marketing in February of 2015.
Paul’s results since launching Tier 4 Marketing:
 Web traffic increased by 200%
 Total unit sales increased by 138%
 Virtually no sales turnover (12 of 14 salespeople)
 Average income of a Tier 4 salesperson increased to $90,000
 Average 900 unique visitors per month on a salesperson’s website
 No increase in advertising budget (funds were re-allocated from Tier 3 budget)
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Paul’s hard facts and sad truth:
• We have chosen to neuter salespeople
• We have 70% sales turnover within 2 years
• We are creating transactional buyers
• We have been slow to adopt technology
• We would rather invest in “widgets”
• We foster animosity between BDC and sales
David Booth, Dealer Operator & GM – WG Auto
Group.
David has been in the business since 2001.
David’s results since launching Tier 4 Marketing:
 Gross increased by 74%
 Units increased by 307%
 Turnover reduced to 19%
 Moved from #10 to #1 in the Atlanta market
 Reduced ad budget spend
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David’s Hope and Opportunity
• We are responsible to make our people better
• We shouldn’t worry that they will leave us
• We win when our people win
• We are the ones who determine our culture
• We can execute, we can recruit, we can develop
• We can help our people be the difference maker
Jonathan Dawson, Consultant, Trainer, Coach,
Author.
Founder of Sellchology – Selling through
Psychology.
Implementing Tier 4 marketing strategies
 Increased gross by creating relational buyers
 Increased units through self-generation
 Reduced turnover by building businesses
 Improved quality of life for team members
 Reduced advertising waste and spend
 Created raving fan advocates for the dealer
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7 Steps to Creating Tier 4 Culture
1. Define goals
2. Communicate goals
3. Set expectations
4. Provide the training
5. Empower your team
6. Hold them accountable
7. Execute properly
Frequently Asked Questions about Tier 4 Marketing
Is this an “All or nothing” concept?
What were the biggest challenges to starting a Tier 4 Culture?
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Did you recruit or develop your existing team?
How do you set expectations and train your team?
How does Tier 4 Marketing integrate with your advertising budget?
What does it cost to implement Tier 4 campaigns?
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How has Tier 4 impacted turnover?
How else has Tier 4 Marketing made a difference for your store?
How has Tier 4 changed the customer experience?
What did you implement to create raving fan advocates?
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Impact of creating a Tier 4 Marketing culture
KingStinson.com example:
WomenSellingCarsToWomen.com example:
Douglas County Schools example:
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BDC “Giving up on you” song example:
ThisGirlSellsNissan.com example:
Results | Referrals examples:
Tier 4 marketing is NOT a “normal” way to sell cars, and that’s kind of the point!
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