The Road to Sold

The Road to Sold is Glenn Pasch's book on running an online sales process that turns internet leads into buyers and long-term customers. It draws on his work with dealerships, with data from Urban Science and Fullpath, and comes with a companion video series on the Pasch Group Auto Academy.

Internet sales and BDC agents, their managers, and dealership leaders. Agents gain clarity on their role and accountability, managers learn to structure the day, coach the team and drive performance, and dealer principals and GMs see how to modernize the customer experience across sales and BDC.

At least 14 days. The Road to Sold lays out the plan: text, call and email on day one, a new topic each day through day six, then contact on days 8, 10, 12 and 14 before automation takes over. At one dealer, over 60% of new and CPO purchases by its CRM leads came after day eight.

Fast. A first response that takes 30 minutes or more can mean up to an 80% lower connection rate, according to The Road to Sold. The book's KPI chapter covers contact, appointment, show and closing ratios, with goals by lead channel.

Both, along with a call. In studies The Road to Sold cites, texts averaged a 45% response rate, against 6% for email. The book's follow-up plan has agents text, call and email on day one, with email templates for the days that follow.

Confirm every appointment. Confirmed appointments show at 2x the rate of unconfirmed ones, according to The Road to Sold. The book covers firm vs soft appointments, confirmation calls, a six-step phone call structure and voicemail scripts.

It's a clear statement of what makes your store different, one that sells the experience, not the price. The Road to Sold has you brainstorm what sets the store apart, cut anything a competitor could also claim, then share it on every channel and back it with documented processes.

RESULTS is the seven-step coaching process in Glenn Pasch's The Road to Sold: Review, Engage, Show, Unify actions, Listen, Timeframe, Solidify. Managers use it to train any new process, then inspect results and coach to the gaps.

Replace generic blasts with targeted messages, run a service-lane loyalty program and keep the salesperson in touch after the sale. The Road to Sold argues that retention is where the long-term value lies, and also covers the in-store experience.

The Road to Sold is a paid book, sold on Amazon. Use the Buy on Amazon button on this page. It's a 183-page printed book in 5 parts and 29 chapters, with scripts and training forms, plus a companion video series on the Pasch Group Auto Academy.