.
. >>>
. >>> GOOD MORNING EVERYBODY.
WELCOME TO GREAT DAY HOUSTON.
YOU KNOW THE DRIVING FORCE
BEHIND BUYING A CAR FOR MANY OF
US, WHAT BRAND, COLOR, STYLE.
YOU MIGHT WONDER WHAT STYLE
THIS IS HERE.
>> I WAS WONDERING.
>> IT'S A TESLA CONCEPT CAR.
MANY OF US DON'T KNOW THE ART
OF THE DEAL BEHIND THE WHEELS.
AFTER 30 YEARS IN THE BUSINESS,
MY FIRST GUEST SAYS GET THE CAR
OF YOUR DREAMS WITHOUT HATING
THE PROCESS.
THE PROCESS. OFFER CAR BUYING HER WAY, LISA
COPELAND.
COPELAND.
COPELAND. HI THERE LISA.
>> HI.
>> HI.
>> HI. HOW ARE YOU?
>> SOMEWHERE THERE'S A CHILD ON
THE NINTENDO SWITCH.
>> CONCEPT CAR HERE.
YOU GOT IN THE BUSINESS ALMOST
BY ACCIDENT BUT NO ACCIDENTS
WHEN YOU'VE HAD A CAREER LIKE
YOU HAD.
YOU HAD.
YOU HAD. >> EXACTLY.
>> EXACTLY. I WAS IN COLLEGE, WRECKED MY
CAR.
CAR.
CAR. I
CAR. I HAD NOT PAID MY CAR INSURANCE
LIKE ANY GOOD FASHION MAJOR.
MY PARENTS HAD SENT THE MONEY.
I FORGOT TO PAY IT.
I WRECKED THE CAR.
WHAT DO YOU DO?
>> WHAT HAPPENED?
>> I GOT A JOB SELLING CARS.
>> I WAS LOOKING AT YOU.
EYES ON THE ROAD.
>> THAT'S RIGHT.
I DON'T HAVE TO HAVE MY EYES ON
THE ROAD.
THE ROAD.
THE ROAD. I CAN TALK.
I GOT A JOB SELLING CARS.
BACK THEN YOU GOT A CAR TO
DRIVE.
DRIVE.
DRIVE. >>
DRIVE. >> EVEN SELLING CARS, WE KNOW
THIS IS A MALE DOMINATED
BUSINESS.
BUSINESS.
BUSINESS. DIFFERENT COMPANIES ARE TRYING
TO PUT MORE WOMEN IN THE
DRIVER'S SEAT.
DRIVER'S SEAT. EVEN THEN IF YOU'RE SELLING AND
SUCCESSFUL AT IT, A LOT OF GUYS
LOOKED AT YOU SIDEWAYS?
>> I REMEMBER THE FIRST
INTERVIEW.
INTERVIEW. THE SALES MANAGER SAID WHAT DO
I DO NOW?
I DO NOW?
I DO NOW? I SAID I'M IN THE FASHION
DISTRICT.
DISTRICT.
DISTRICT. I WORK AT THE MALL.
HE SAID STICK TO SELLING
SKIRTS.
SKIRTS.
SKIRTS. >> OH.
>> OH.
>> OH. DO
>> OH. DO WOMEN LOOK AT AS YOU DON'T
KNOW WHAT YOU'RE DOING?
>> SOMETIMES.
>> SOMETIMES. YOU AND I TALKED IN THE GREEN
ROOM.
ROOM.
ROOM. IT'S ALIVE AND WELL THAT BIAS.
WHAT CARS HER WAY IS ABOUT IS
EDUCATING CONSUMERS AND
DEALERS.
DEALERS.
DEALERS. WOMEN IN 2018 PURCHASED 9.5
MILLION CARS, 54% OF
REGISTRATIONS.
REGISTRATIONS. WE'RE TOO BIG TO IGNORE.
>> OKAY.
>> OKAY.
>> OKAY. IS THERE A SALE?
I THINK I SAW A SALE.
>> TURN AROUND.
>> I THINK THERE'S A SALE OVER
THERE.
THERE.
THERE. >>
THERE. >> MUCH BETTER THAN SHOPPING
RIGHT NOW.
RIGHT NOW. YOU WENT FROM SELLING CARS TO
SELLING CARS IN A BIGGER WAY,
OWNING YOUR OWN DEALERSHIP.
>> I DID.
>> I DID.
>> I DID. THE AUDIENCE IS LIKE WHOA.
IT'S WAY OVERRATED.
JUST SAYING.
JUST SAYING. >> YOU KNOW ALL TRICKS BEHIND
THE TRADE.
THE TRADE. WHY DID YOU WANT TO EX RAIN
THOSE IN YOUR BOOK?
>> I WANTED TO DEMYSTIFY THOSE.
WOMEN LOVE TO SHOP.
WE COULD GO SHOPPING TODAY, IT
WOULD BE AN EVENT.
>> THE GALLERIA IS RIGHT OVER
THERE.
THERE.
THERE. >>
THERE. >> WE'D BE AT THE RESTAURANT
HAVING WINE, SHOPPING.
IT WOULD BE AN EVENT.
WOMEN DO NOT LIKE THE CAR
BUYING PROCESS, BUT WE HAVE
MORE DRIVER'S LICENSE, WE BUY
MORE CARS.
MORE CARS. >> WHAT DO YOU MEAN WE DON'T
LIKE THE PROCESS?
>> IT'S A PROCESS.
WHO WANTS TO SHOP ABOUT
PROCESS.
PROCESS.
PROCESS. >> IT'S A LOT OF MONEY TOO.
>> WE DON'T CARE ABOUT MONEY.
>> YOU WANT PEOPLE TO BE AWARE
OF THINGS.
OF THINGS. THERE'S THINGS LIKE FOR
EXAMPLE, THE PRECLOSING
QUESTIONS.
QUESTIONS. >> RIGHT.
>> RIGHT.
>> RIGHT. THEY HELP YOU VISUALIZE THE
CAR.
CAR.
CAR. >>
CAR. >> IMAGINE I'M YOUR CAR
SALESMAN.
SALESMAN.
SALESMAN. I SAY DEBORAH, HOW DOES THIS
CAR MAKE YOU FEEL?
>> I LOVE IT.
SUCH A SMOOTH RIDE.
>> NOW YOU'VE TOLD ME
SOMETHING.
SOMETHING. >> I TURN ON THE RADIO.
>> DEBORAH, WHAT DO YOU THINK
THIS CAR WOULD LOOK LIKE IN
YOUR DRIVEWAY?
YOUR DRIVEWAY? >> OH YES, THE NEIGHBORS WOULD
BE TALKING.
BE TALKING. >> THAT'S WHAT I'M TALKING
ABOUT.
ABOUT.
ABOUT. WHO ELSE HAS A TESLA CONCEPT
CAR?
CAR?
CAR? >>
CAR? >> OFTEN TIMES THEY'LL ASK YOU
WHAT KIND OF MUSIC DO YOU LIKE?
HERE COMES THE CAR COMING UP TO
TEST DRIVE.
TEST DRIVE. >> AT THAT POINT YOU'RE A
BUYER.
BUYER.
BUYER. THEY HAVE YOU.
IT'S HIGH EMOTION, LOW
INTELLIGENCE.
INTELLIGENCE. I IKE TO TALK ABOUT, KEEP THE
EMOTION OUT OF IT.
DOESN'T MATTER HOW YOU FEEL
DRIVING IT.
DRIVING IT. YOU KNOW HOW YOU FEEL.
BE THE HUNTER, NOT THE HUNTED.
>> LEAVE EMOTIONS AT HOME.
THIS IS A BUSINESS DEAL.
BUY FIRST AND THEN CALL YOUR
FRIENDS AND GO GIRL, I'VE GOT A
NEW CAR.
NEW CAR.
NEW CAR. YOU HAVE IT ON INSTAGRAM.
DON'T DO THAT.
>> I WOULD BUY AN OUTFIT THAT
MATCHED MY CAR COLOR.
I GOT OUT AND PEOPLE SAID SHE
LOOKS LIKE THAT CAR.
>> WE HAD A CONVERSATION
YESTERDAY ON AN INTERVIEW I
DID.
DID.
DID. WOMEN ARE NOW BUYING CARS TO
MATCH THE COLOR OF THEIR HOUSE.
I HAD NEVER HEARD THAT.
THAT MAKES SENSE.
IF YOUR CAR IS GOING TO SIT IN
THE DRIVEWAY, YOUR HOUSE HAS TO
BE ACCESSORIZED.
BE ACCESSORIZED. >> OTHER THINGS TO BE AWARE OF.
THERE'S BIG DEALERSHIPS AND
SMALLER FAMILY OWNED
DEALERSHIPS.
DEALERSHIPS. SOMETIMES WE THINK THE BIGGER
ONES GIVE US A BETTER DEAL OR
MORE.
MORE.
MORE. YOU
MORE. YOU SAY DON'T RULE THE SMALL
ONES OUT.
ONES OUT.
ONES OUT. >> A LOT OF TIMES IN THE SMALL
ONES THE OWNER WILL BE IN THE
STORE.
STORE.
STORE. THE MORE CONNECTED YOU CAN GET
TO THE LEADERSHIP, GENERAL
MANAGER, DECISION MAKERS, THE
BETTER DEAL AND RELATIONSHIP
YOU'RE GOING TO BUILD.
>> THERE'S ONE PRICE
DEALERSHIPS OUT THERE.
WHAT DOES THAT MEAN?
>> WHEN THE PRICE IS PRESET.
YOU GO IN AND THEY HAVE NO
NEGOTIATION.
NEGOTIATION. I'M UNDER THE BELIEF, CAR
BUYING -- TURN THE RIGHT WAY
HERE.
HERE.
HERE. CAR
HERE. CAR BUYING HER WAY IS THE FACT
IF WE GIVE CONSUMERS RIGHT
NEGOTIATION SKILLS, WHO WANTS
TO PAY ONE PRICE WHEN YOU CAN
NEGOTIATE?
NEGOTIATE? >> MAKES TOTAL SENSE.
>> THEY'VE GOT TO MAKE THEIR
MONEY SOMEWHERE.
MONEY SOMEWHERE. >> FRANKLY THEY NEED TO MAKE
MONEY.
MONEY.
MONEY. IT'S A BUSINESS.
>> ABSOLUTELY.
>> ABSOLUTELY. NEGOTIATIONS WHEN YOU START
NEGOTIATING, A LOT OF US DO
THIS.
THIS.
THIS. WE
THIS. WE NEGOTIATE WITH A MONTHLY
PRICE.
PRICE.
PRICE. T
PRICE. T COULD BE $2 BILLION.
YOU'RE LIKE WHAT DO I HAVE TO
PAY EVERY MONTH?
>> WE'VE ALL DONE IT.
>> WHAT DO I NEED TO GET OUT OF
HERE?
HERE?
HERE? >>
HERE? >> I DO THAT AT NEIMAN MARCUS
WHEN BUYING SHOES.
I'M LIKE