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SALES TO CEO

Comprehensive Breakdown of Sales to CEO University with Extensive Resources

I’m excited to introduce Sales to CEO University, a comprehensive training program designed to provide everything anyone would need to learn how to sell 40-50 cars a month while also understanding what it takes to become a manager in the automotive industry. Whether your goal is to master sales or to step into a leadership role, this platform has it all.

Here’s a detailed breakdown of what you’ll find in the program, along with additional resources for phone skills, follow-up, data mining, social media strategies, powerful closing techniques, and leadership training to help your team excel at every stage of the sales process.

Core Content Overview

In the world of entrepreneurship, few individuals possess the multifaceted expertise and unwavering commitment to empowering others quite like Louie Herron. A luminary in the realm of business and life coaching, an accomplished author, an influential speaker, a seasoned consultant, and a former automotive dealer, Louie Herron's journey is a testament to his extraordinary ability to inspire, educate, and transform the lives of those he touches. With a focus on education, training, podcasts, and the Sales to CEO Podcast, Herron has become a beacon of motivation and guidance for countless aspiring and established entrepreneurs.

58 Video Lessons Across 7 Robust Modules

These 58 videos are organized into 7 robust modules that cover every critical aspect of dealership sales. Each module provides detailed insights into closing strategies, relationship-building techniques, and innovative methods for customer retention. The content is structured to ensure your team absorbs information effectively, with each module focusing on essential skills to succeed in today’s competitive market.

62-Page Workbook

The workbook reinforces learning by offering additional insights and reflective exercises. Each video is paired with workbook notes that your team can follow and expand on. This combination of guided notes and free-form notetaking ensures deep engagement with the material, helping each salesperson internalize the strategies and principles discussed.

Resource Tab – Forms, PDFs, and Spreadsheets

The resource tab includes all necessary forms, PDFs, and spreadsheets that managers and sales professionals can use to execute processes efficiently. From daily activity logs to advanced sales forecasting tools, everything your team needs to streamline operations and boost performance is available at their fingertips.

Scripts for Every Trained Subject Matter

The course includes detailed scripts for critical areas such as:
- Service-related interactions
- Referral requests
- Engaging database orphan owners
- Optimizing social media for lead
- generation
These scripts help your team maintain consistency and confidence in every customer interaction.

Quizzes After Each Module

To reinforce learning, each module concludes with a quiz designed to test comprehension. These quizzes help ensure your team is retaining key concepts and can apply them immediately. They also provide valuable insight into areas where additional training might be needed.

Ongoing and Fresh Content

I upload new content monthly for team members who are driven to accelerate their learning, ensuring they stay ahead of industry trends. The 90-day track is perfect for those looking to fast-track their success, with resources continually updated to keep the material fresh and relevant.

Social Media Selling Section

A standout feature of the university is the complete social media selling section, which is designed to help your team maximize their online presence and drive meaningful leads. This section includes:

31-Day Social Media Selling Program

A step-by-step, daily guide to boosting social media engagement and sales over the course of a month. This program includes daily tasks, strategies for engaging with prospects, and best practices for posting, responding, and converting leads.

Facebook Marketplace Strategy

A detailed strategy for using Facebook Marketplace to generate leads. This strategy covers everything from creating attractive listings, following up with inquiries, and converting marketplace traffic into actual sales at your dealership.

5 Marketing Philosophies, Strategies, and Tactics to Drive Leads

I’ve also outlined five core marketing philosophies and strategies that have consistently driven leads for me. These include leveraging organic and paid strategies, building community relationships through social channels, and utilizing targeted content to engage potential customers at every step of the buying journey.

3 of My Personal Best-Performing Facebook Ads

I’ve included examples of my top three Facebook ads that have yielded strong results in terms of leads and conversions. These ads include the creative strategies, copywriting techniques, and targeting methods that contributed to their success, giving your team a blueprint to create their own high-performing ads.

17 Strongest Closes for Common Objections

Handling objections effectively is a critical skill for any salesperson. In this section, I’ve included the 17 strongest closes to help your team overcome the most common objections, ensuring they can close more deals and earn more income. For each objection, there are 3-5 closing techniques to ensure your team is prepared for any situation.

These closes cover key objections such as:

“I want to think it over”
“I’m shopping around” or “I’ll get a better deal down the street”
“The price is too high”
“I need to talk to my spouse”
Allocation Close
Same Payment Close
Depreciation Close
The Difference Close
Leasing vs. Financing
“Your rate is too high”
“I’m not getting enough for my trade”

Additionally, 6 other powerful closes address further objections and ensure your team is equipped with multiple responses for each situation. This comprehensive approach to closing will give your team the flexibility and confidence to turn any hesitation into a sale.

Learning to Think and Act Like a Manager

One of the most valuable aspects of the Sales to CEO University is the focus on helping salespeople transition into management roles. Two full modules are dedicated to leadership development and management training. Here’s what’s covered:

Thinking, Acting, and Becoming a Manager

These modules focus on preparing your team to think like a manager, act like a manager, and eventually step into management positions within the dealership.

Leadership vs. Management

Your team will learn the key differences between leadership and management, equipping them with the ability to lead effectively while still managing day-to-day operations.

Learning the Numbers

Understanding dealership finances is critical. The training covers key financial metrics, including gross profit, cost of sales, and ROI, helping your future managers make data-driven decisions.

Recruiting Winning Teams

This section emphasizes building a team of high performers, from recruitment strategies to developing a positive, results-oriented culture.

Inspiring and Motivating Staff

Your future managers will learn how to inspire their teams, set clear expectations, and motivate staff to reach new heights in performance.

Holding Effective Sales Meetings

This section provides guidance on structuring and running high-impact sales meetings that drive momentum and keep your team aligned with dealership goals.

Creating and Sustaining Momentum

Sales managers will also learn how to maintain momentum in the dealership, ensuring that the team consistently performs at a high level throughout the year.

Unique Car Sales Principles: The Law of 7 and the Law of Separation

In addition to the core curriculum, Sales to CEO University teaches two of my unique principles that have proven to be game-changers in the automotive industry:

The Law of 7

This principle emphasizes the importance of consistent follow-up. In today’s market, it typically takes at least seven touches—calls, emails, texts, or other contact methods—before a potential customer makes a decision. By applying this law, your team will be equipped to remain persistent without being overbearing, ensuring they stay top of mind for the buyer.

The Law of Separation

This principle is all about differentiating yourself from the competition. Your team will learn how to go the extra mile in every interaction, from providing exceptional customer service to offering solutions that your competitors can’t match. The Law of Separation teaches your team how to stand out and create a lasting impression, which is critical for closing more deals in a competitive market.

Additional Resources for Mastery

To complement the core curriculum, I’ve included additional resources to enhance your team’s skills in key areas:

Phone Skills Training

Phone skills are a critical component of successful sales. Additional materials ensure your team can:

Follow-Up Techniques

Following up effectively is essential for success. The course includes:

Data Mining for Deals

Your CRM holds untapped potential for sales opportunities. I’ve included:

Step-by-step guides on mining your CRM for orphan owners, previous inquiries, and service customers ready for an upgrade.
Templates for targeting the right leads at the right time, ensuring nothing slips through the cracks.
Re-engagement strategies to revive cold leads and turn them into new opportunities.

Manager Support and Implementation Tools

Managers are key to ensuring the success of your sales team. The program includes:

Conclusion

The Sales to CEO University provides everything your team needs to thrive—from advanced sales training and social media strategies to leadership development and practical resources like scripts, forms, and spreadsheets. With continually updated content, proven closing techniques, leadership modules, and my unique principles, your dealership will be equipped to meet and exceed sales targets, driving measurable results and boosting overall performance.