Making money as a car influencer, Cars to avoid, Fixing perception of dealerships | The Car Mom
发布时间 2023-06-23 08:00:04 来源
I mean, moms and families and probably anyone truly value their time like their money. The carbine process takes too long. It takes too long a lot of the time because the consumer is not prepared because as dealers, we're like so scared to tell them what's going to happen at their lease turn in. Like, why we're so coy about how to make your carbine process go quicker is so weird to me.
我想说的是，妈妈、家庭，甚至任何人都像珍惜自己的钱一样珍惜自己的时间。购车流程太长了。很多时候它需要很长时间，是因为消费者没有准备好，因为作为经销商，我们太害怕告诉他们在租赁到期时会发生什么。为什么我们如此扭捏地不敢告诉他们如何加快购车流程，这对我来说非常奇怪。
What's up, everyone? This is Cardioshab Guy. You're listening to the Cardioshab Guy podcast, which is my effort to give you access to the most unbiased and transparent insights into the car market. Let's get into today's episode. Kelly Stumpy is the founder of the car mom and automotive media company focused on moms and families. In this conversation, we discussed how Kelly built a massive social media presence focused on moms, the various ways she's monetizing her brand, which channels have been the most profitable, her best carbine advice and trade-in tips for consumers, and what she believes can be done to change the broader perception of cardiators. This was a very inspiring conversation. I think you will love it.
大家好，我是Cardioshab Guy。欢迎收听我的播客节目——Cardioshab Guy podcast，我致力于为你提供最客观、透明的汽车市场见解。今天的节目中，我们邀请了汽车妈妈的创始人Kelly Stumpy作为嘉宾，她的公司专注于母亲和家庭的汽车媒体。在这次对话中，我们讨论了Kelly如何在社交媒体上构建了一个巨大的面向母亲的品牌，她如何实现了品牌的多样化盈利，最有利可图的渠道是哪些，她提供给消费者的最佳购车建议和二手车交易技巧，以及她认为可以改变广大卡车司机形象的方法。这是一个很鼓舞人心的对话，相信您会喜欢的。
But before we get into the show, please take two seconds to subscribe or follow this podcast on your favorite listening platform. It's completely free and we'll help ensure that you never miss an episode. All right, let's get into it. Here's my conversation with Kelly Stumpy. All views of Cardioshab Guy and guests on this podcast are solely their opinions. None of the views expressed should be treated as financial advice. This podcast is for informational purposes only.
在进入节目之前，请在您喜欢的听取平台上订阅或关注本播客，只需两秒钟。这是完全免费的，我们将确保您不会错过任何一集节目。好的，让我们开始吧。下面是我与凯利·斯坦皮的对话。本播客上的Cardioshab Guy和嘉宾的所有观点都仅代表他们的个人意见。任何表达的观点都不应被视为财务建议。本播客仅供信息参考。
All right, Kelly, the car mom on the pod. Kelly, welcome.
好的，凯利，妈妈将要回到直播的汽车里了。欢迎你，凯利。
（注释：该句可能来自对话或节目中，其中某人应该在播客上进行直播，而妈妈将要加入他们一起乘车。）
Kelly, how did you get started? Like from the dealership to media, you're almost reminding me of a Twitter account that I know. How did this all get started for you and how did you go from the transition from the dealership to media?
Kelly，你是怎么开始的？从经销商到媒体，你的经历几乎让我想起了我认识的一个 Twitter 账户。你是如何开始这一切的，又是如何从经销商转到媒体的呢？
Yeah, I think people are very surprised to actually find out that I do have such an automotive background. Like I'm not just a mom with a smartphone. Like my automotive roots actually run very deep. So in St. Louis, my grandpa and his brother started a used car lot in 1957. And then my dad and his brother grew it to a multi store franchise. They currently have five different locations. And in 2016, I was like, cool, I'm going to join the family business. I'm going to start selling cars.
我认为人们会非常惊讶地发现我真的有很深厚的汽车背景。我不仅仅是一个带着智能手机的妈妈。我的汽车根源其实非常深远。在圣路易斯，我的祖父和他的兄弟在1957年创办了一家二手车店。然后，我的父亲和他的兄弟将其发展成为一个多家分店的连锁店。他们目前有五个不同的店面。在2016年，我决定加入家族企业，开始销售汽车。
I walk me through that. Why? Like the car business. It's just, you know, historically like male dominated dealership business. Go ahead.
请带我走一遍。为什么？就像汽车行业一样。因为在历史上男性主导了经销商业务。请讲。
Yes. So I got a college degree in equestrian science, which is the study of horses, which hindsight was not the best thing to go to college for. So my father looked at me and he's like, so what's the plan? And I'm like, right? I guess I'm going to try the car business out. And he really wanted me to do it for just a summer. I'm the oldest of five. So the rule was, when you graduate, you sell cars for a summer. Now, keep in mind, none of my other siblings have had to do it since me, right outside of college. So I, that was just the rule. He thought I would learn so much about business in the world if I started selling cars.
是的。所以我拿到了马术科学的学位，这是研究马匹的学科，但事后想想，这可能不是上大学最好的选择。于是我父亲看着我，问我：“那你有什么计划呢？”我说：“对啊，我想试试汽车销售业。”他真的只希望我做个暑假的汽车销售员，因为我是五个兄弟姐妹中的老大，规定是毕业后必须卖车一夏。但请注意，我的其他兄弟姐妹都没有像我这样在大学毕业后做过这个。所以这就是规定。他认为，如果我开始销售汽车，我会学到很多关于商业和世界的知识。
Which was so interesting about starting selling cars when you come from a dealership background is you actually know nothing about buying a car. I had so many people tell me like, you're going to kill this. Like you were raised in the business and I'm like, no, I had never bought a car. My parents have never bought a car. I, when I started selling cars, I was 22 years old. He put me at the BMW store. Didn't even know you had to pay sales tax on a vehicle. Like I was so ignorant to how the car buying process worked, let alone the car selling process. So it was a huge learning curve, but I quickly like fell in love with the business of selling cars. I thought it was, I had never had more fun. I had never felt more accomplished. Like the rush of closing a deal, I was truly addicted to it. And I started in July and by October, I was salesmen of the month. Wow. And I, for sales, sales, women of the month. Sales, women of the month, it's true. They actually had to get a new placmate. Because they had salesman in the month. And then we had to change them that said sales person of the month. Yeah, sales person. So I really just loved it. And I did it until I was pregnant with my child, with my first son. And you look at the hours of the car business and I think about everything that goes into being a mom and wanting to breastfeed and wanting to do all these things. I'm like, I can't be away for 12 hours.
从销售经验丰富的车行背景突然变成汽车销售人员，最有趣的事情就是你实际上对购买汽车一无所知。很多人告诉我，你一定很厉害，因为你是在这个行业中长大的，但是我从来没有买过车，我的父母也从未买过车。当我开始销售汽车时，我只有22岁。我被分配到了宝马店，甚至不知道你必须为车辆支付销售税。我的汽车购买过程的无知程度是如此之高，更不用说汽车销售过程了。所以这是一个巨大的学习曲线，但我很快就爱上了销售汽车的事业。我认为这是一件有趣的事情，我从未感到过更有成就感。那种谈成交的紧张感让我真正上瘾了。我开始销售的时间是在7月，到10月时我已经成为了当月的销售人员。哇。而且我是当月最佳女销售员。真的，他们甚至要调换门牌，因为他们原来是业务员月份，然而现在我们需要更改为销售人员的月份。我真的很喜欢这个行业，直到我怀孕生下第一个儿子为止。当我看看汽车行业的工作时数，我想到当妈的一切，想要喂奶，想要做这些事情，我发现自己不能离开家长达12个小时。
And the thing with the car is this.
关于车的事情就是这样。
（注：这是一个独立的句子/段落，没有具体的上下文，所以无法精确翻译更详细的含义）
Were you at any point a mom working at the dealership or at no point did that overlap?
你曾经在经销商做过母亲吗？或者说，这两者从未有重合的时候？
Yes, but I was never selling cars as a mom. Oh, got it. Okay.
是的，但我从来没有像当妈妈一样销售汽车。哦，明白了。好的。
So how did you handle the childcare? What did you do throughout that time?
那你是如何处理孩子的照顾的？在那段时间里你都做了什么？
So before my son was born, I switched to some more operational type things around the dealership. So I did CRM management, direct mail pieces, a little bit of social media. Basically, I hated it. It was a super boring job. My son went to a daycare. Very like nothing I liked about the car business. I was like, I want to be talking to people. I want to be selling cars. And I just found it so frustrating that I was like, gosh, being a mom and selling cars just doesn't mix.
在我的儿子出生之前，我转而做了一些和经营有关的工作。我负责客户关系管理、直邮活动和一些社交媒体的工作。但是，实际上，我厌烦这些琐碎的工作。我儿子上托儿所，与汽车行业没有丝毫关联。我希望可以和人们交流，卖车，但我却发现这很令人沮丧，觉得作为一名妈妈和卖车人不太适合。
And looking back, it's so funny because it was literally right in front of me. And when I was pregnant with my second, now it's two kids in daycare making an hourly wage at the dealership doing direct mail pieces. Cost of childcare for two kids. I'm like, this isn't penciling. So my husband was like, this isn't penciling. Yeah, this is making sense. I should probably just be a stay at home, mom. In a way, I thought I was always going to end up there anyway. But I was so sad because I'm like, I freaking love selling cars and I was so good at it.
回头看，真有趣，因为事实上就在我面前。当我怀着第二个孩子的时候，现在有两个孩子在托儿所，我在经销商做直邮件，每小时的工资都很少。两个孩子的托儿费用。我想，这没什么意义。于是我丈夫说，这没什么意义。是的，这很有道理。我应该做个全职妈妈。某种程度上，我一直觉得自己最终都会走到那里。但我很难过，因为我很喜欢销售汽车，而且我做得非常好。
So my husband gave me the idea one Sunday afternoon. He's like, Kelly, why don't you just focus on the moms? He's like, why don't you just try to sell cars to other moms and you can like, you know, tell your dad, like, you'll sell cars by appointments. And his idea was like, take a minivan to your park playdate and sell it to all the moms there. And I was like, that's a good idea. I was like, I will be the mom salesperson of St. Louis. But as soon as he said it, I immediately saw like the entire vision laid out of what I was going to do. And I'm like, oh my gosh, I'm going to be, I'm going to start doing car reviews for moms and for families because no one's doing it. And I was like, this thing is going to be huge.
我的丈夫在一个星期天下午给了我一个主意。他说：“凯利，为什么不专注于妈妈们呢？为什么不试着向其他妈妈卖车，你可以告诉你的父亲，你会通过预约售车。”他的想法是，把一辆迷你货车带到公园玩耍的地方，向那里的所有妈妈卖车。我觉得这是个好主意。我说：“我会成为圣路易斯的妈妈销售员。”但是，他的话一落地，我立刻看到了我要做的整个愿景。我说：“哦，我的天啊，我要为妈妈和家庭做汽车评论，因为没有人这样做。”我想，这件事会非常成功。
So I started in June of 2020. When I was 25 weeks pregnant, no 14 weeks pregnant with my daughter. And it blew up like faster than I could even keep up with it. And I just grabbed used cars. So once I got how did you start? What was like the first thing you did? Well, I thought like the car reviewers are on YouTube. It's like, I need to be on YouTube. But then I was like, well, YouTube's hard. Like I don't have a camera. I don't know how to edit a video.
我在2020年6月开始了这项工作。当时我怀有女儿，已经25周了，现在已经14周了。这个项目的爆发速度甚至比我自己的能力还要快。我只是捡了一些二手车。当我开始时，有人问我怎么开始的。我想到了YouTube上的汽车评论员，我觉得我也需要在YouTube上出现。但是我认为YouTube太难了，我没有相机，也不知道如何编辑视频。
And are the moms on YouTube? Because like I was like rocking my baby to sleep every night like scrolling Instagram for hours. And I know how to work Instagram. I thought the moms are probably on Instagram. So I just opened an Instagram account one day with live and said, Hey, I'm Kelly Stumpy and I'm the car mom. I'm going to review cars for moms and for families. And I'm going to focus on the safety, comfort and convenience. Hope you follow along. And then I just started grabbing used cars off the lot and talking about, you know, how they work for families. If car seats can fit, if strollers can fit what the couple ofers are like and the things that, you know, moms care about.
妈妈们在YouTube上吗？因为我每晚都会哄我的宝宝入睡，并不断地在Instagram上翻看数小时。我知道怎样使用Instagram。我想妈妈们可能在Instagram上，所以有一天我开了一个Instagram帐户并制作直播视频。我说：“嗨，我是Kelly Stumpy，我是汽车妈妈。我会为妈妈和家庭审查汽车，并关注安全、舒适和便利性。希望你们会一起关注。”然后我就开始挑选二手车，讲述它们适合家庭的使用情况，如能否安装儿童座椅，能否装载婴儿车等等，介绍一些妈妈们关心的问题。
And how did you get your first like 1000 followers? It was pretty organic. I would say like I went on, you know, my personal Instagram page and I said, Hey, I'm starting this new passion project. And then I went to all of these Facebook groups. There's like this like dark corner of the Internet of all these Facebook mom groups. And they're honestly incredibly talk because I don't recommend anyone go on them. But so I was in like St. Louis moms, like moms of two under two boys born in the month of me.
你最初是如何获得前1000个粉丝的？那是相当自然的。我会说，我去了我的个人Instagram页面，告诉大家我开始了这个新的兴趣项目。然后我去了所有的Facebook群组。网络上有这样一个黑暗的角落，里面有所有这些妈妈群组。说实话，它们非常流行，但我不建议任何人去那里。所以我加入了像 "St. Louis moms"，"moms of two under two boys born in the month of me"这样的群组。
Like there's all these mom groups and I would go on there and like try to promote myself. And a lot of the times they get deleted because they don't allow self promotion. But if if one slid through the cracks, I would get like, you know, 200 new followers from Peloton moms of Facebook. It's so funny because we used to have a head of HR and she was very active on the mom groups and we would like, we would sometimes post stuff in there. But we would do it in a way where it would be like, Hey, looking for advice and then completely plugging in the business.
好像有许多妈妈的群组，我会去那里宣传自己。但很多时候它们都会被删除，因为不允许自我推销。但是如果有一个幸运儿被遗漏了，我就可以从Peloton妈妈的脸书上获得200个新粉丝。这太有趣了，因为我们曾经有一个人负责人力资源，她在妈妈群组上很活跃，我们有时候也会在那里发一些东西。但我们会以一种需要建议的方式来发，然后在完全推销业务。
Yeah, that's what I was. And it's the same thing. I would like look at other comments. So I would like go to the Facebook group and I would keyword search cars because everyone was like, what's the best mom car? And I would say, Oh, hey, my name is Kelly. I review cars for moms and for families. And I would just do everything. I would comment on like all the manufacturers post like Mercedes Ford. I would just comment on a random post say, Hi, I'm Kelly. I'm doing car reviews for moms and just post the comment. I mean, whatever I could do.
是的，那就是我做的事情。我会去看其他人的评论。所以我就会去Facebook群组，搜索汽车关键词，因为每个人都会问，“哪款车是最适合妈妈们和家庭的？”然后我就会说，“嘿，我的名字是凯利，我为妈妈和家庭提供汽车评测。”然后我会评论所有制造商发布的帖子，比如梅赛德斯、福特等随机帖子，然后留言说：“嗨，我是凯利，我正在为妈妈们做汽车评测”。我会尽我所能去做这些事情。
And then the first, I mean, the first thousand almost took the long guys. I think it took me about a month to get a thousand. And then I started in June and by October, my daughter was born. And my goal was to have 10,000 followers. So I could like see if I could actually make this a career. So I didn't have to go back to 15 hours at the dealership, $15 an hour at the dealership. And by October, the day my daughter was born, I had 14,000. Wow. So I had just beat it.
那时候，我指的是第一千个，几乎都是从零开始得到的。我想我花了一个月的时间才达到了一千个。然后我从六月开始到十月，我的女儿出生了。我的目标是拥有一万个追随者，这样我就可以看看我是否能够把这变成我的职业，这样我就不必回到专卖店里每小时 15 美元的 15 小时工作中。到十月，也就是我女儿出生的那一天，我已经有了 14,000 个追随者，真是太棒了。我比目标还要达到多。
Do you right now, is this do you make enough money to live from it yet? Oh, yeah. So this is like your full time like your, this is your career. My full time job, my sister's full time job. And it's significantly more money than I could make song cars. I love it. We'll get more into the, we'll get more to the finish shortly.
现在你做的这个，你能从中赚到足够维持生活的钱吗？噢，是的。所以这就像是你的全职工作，你的职业。这是我和我姐姐的全职工作。而且这比我制作歌曲赚的钱多得多。我非常喜欢它。我们很快就会更加深入地了解这个行业。
I want to take a quick step back. What's the mission for the car mom? Like what, what actually is it? Is it just an Instagram page? Give us a kind of an overview of what you're actually doing here. Yeah. So the car mom, we, I always say that my content is twofold. So like I definitely focus on like the car reviews for mom. So I'm a certified child passenger safety technician. So I had to get the certification so I could safely talk about car seats and how they fit in vehicles. So part of our content is all about the cars.
我想先简单回顾一下。汽车妈妈的使命是什么？实际上是什么？是一个Instagram页面吗？可以给我们一个概述，你实际在这里做些什么？是的，汽车妈妈，我总是说我的内容有两个方面。所以我肯定会专注于为妈妈们做汽车评测。我是一名认证的儿童乘客安全技术员，所以我必须获得认证才能安全地谈论汽车座椅及其在车内的安装。所以我们的内容的一部分是关于汽车的。
The other part of my content is all about the car buying process. I am so passionate about empowering women through the car buying process because I hate the perception of what it means to be a car sales person and what it means to be a car dealer. Like family owned dealerships are my life. Like my whole livelihood is because of people supporting local family owned dealerships. And it's always saddens me to see like the stigma that people have around them because I know there's so many good dealerships and sales people out there. Like I was, I was, and I still am. I'm a great sales person. Like I took good care of my customers.
我的文章的另一部分是关于购车过程的。我非常热衷于通过购车过程将女性赋权，因为我讨厌人们对于汽车销售人员和汽车经销商的看法。家族经营的经销商是我的生活。我整个生计都是因为人们支持当地的家族经营的经销商。看到人们对他们的偏见总是让我感到悲伤，因为我知道还有很多好的经销商和销售人员存在。就像我一样，我是一个出色的销售人员，我照顾好我的客户。
I returned their phone calls. I was always honest and transparent. So the other half of my mission is like helping my followers find good dealerships, find good salespeople and feel empowered through the car buying process and to know it's not something they have to be afraid of. There is so much fear mongering when it comes to buying a car and there's all these like, you know, car coaches out there that just have all this fear invested.
我回了他们的电话。我一直都诚实透明。因此，我的另一半任务就是帮助我的追随者找到好的经销商、好的销售人员，并通过汽车购买过程增强他们的自信，让他们知道这不是他们需要害怕的事情。购买汽车时有太多的恐惧宣传，还有一些汽车教练们有着大量的恐惧投资。
It's like you're going to get screwed over and here's how. And I'm like, hold on, you probably aren't. And here are the red flags I would look out for. And besides that, like the car business is way more transparent than I think people think it is. So the other half of my platform is all about just empowering through that. So it's an Instagram page. We have our YouTube tours. I have car buying courses. We have merch. It's kind of like a little bit of a lifestyle brand.
这就像你即将被骗一样，我来告诉你怎么避免。但我认为你可能不会被骗，下面是我提供的警告标志。此外，汽车行业比人们想象的要透明得多。因此，我的平台的另一半就是通过这种方式来增强购车者的能力。我的平台是一个Instagram页面。我们有YouTube的导览，我还有购车课程，我们也有商品。这有点类似于一个生活方式品牌。
Like, you know, I have like some car accessories, like car safety magnets, car cleaners. Anything mom car, first time car buyer related adjacent is kind of my thing.
你知道的，我有一些车辆装饰品，例如车辆安全磁铁、车用清洁剂等。我比较擅长卖妈妈用车、第一次购车的附属用品。
How big is your reach? Like followers, subscribers, listeners? Yeah. So we actually said 100,000 on YouTube, like last week, which was pretty exciting. And then I have, I think 420 on Instagram and several thousand on Facebook. And then we have a podcast as well.
你的影响力有多大？例如你的追随者、订阅者、收听者有多少？是的。上周我们在YouTube上说了10万，感觉非常令人兴奋。我在Instagram上有420个追随者，在Facebook上有几千人。此外，我们还有一个播客。
What's the podcast about? Oh, it's called the carpool and it is mom and it's, it's a little bit mindless, but then we always have an industry news segment. So we always talk about what's going on in the auto industry, but the spin is we talk about it like we're gossiping. So it's being my sister. So we're like, Oh my gosh, like Ford is going crazy. Like now our clubbing and they are like, you know, sharing EV chargers, but we do it in a way that's entertaining for, you know, anyone who's like not a car nerd to listen to.
这个播客是关于什么的？哦，它叫做“拼车”，由我和我妈妈主持，节目内容有点无聊，但我们总会有一个汽车行业新闻环节。所以我们总是会谈论汽车行业发生了什么，但我们的方式是像我们在闲聊一样，讲述像是在八卦。节目就像是我和我的姐姐在交流一样。所以我们的语言娱乐性强，适合任何不是车迷的听众收听。
And the whole point of it is it's like everyone likes to talk about cars. So like next time you're staying home mom and like next time you're at your kid's soccer's tripping and I like here's what you talk to you like your friend husband about. You tell them like this stuff you learned about the car business. So it's just kind of like getting people interested in the auto industry who may not be the typical gearheads.
这句话的意思是：整个目的就是像大家都喜欢谈论汽车。所以，下一次当你呆在家里的时候，或者下一次去你孩子的足球比赛时，你可以和你的朋友或丈夫聊聊你了解到的汽车行业的知识。这样做就可以激发那些可能不是典型汽车迷的人对汽车行业的兴趣。
We would think would be interested. Yeah. That's incredible. And so what's driving your growth at this point? Would you say like, is it just organically moms are sharing this with each other? Or what is that lever for you?
我们会觉得会感兴趣。是的。这太不可思议了。那么，你现在的增长动力是什么？你认为是有机地母亲们互相分享这个吗？还是你们有什么特殊的策略？
（翻译尽量忠实原意，同时注重易读性）
Yeah, I mean, I think, you know, even still to this day, there's just not a lot of people who are doing car reviews for moms. And I think what makes my reviews different than the typical car reviewer is I am not reliant on the manufacturer to send me vehicles.
我觉得，你知道的，即使到了今天，也没有很多人为妈妈们做汽车评论。我认为，我的评论与典型的汽车评论者不同之处在于，我不依赖于制造商给我送车。
So what's difficult about, I think the car viewer model is so many of these car viewers like they're not getting in Toyota unless Toyota sends it. I'm like, I don't give a shit like I got a used for runner right now go do a tour of it like it's the same body style like as far as like my contents concerned.
因此，我认为汽车观察者模型的困难之一是许多汽车观察者，除非丰田发送它们，否则它们无法获得。我觉得这个问题无关紧要，因为我现在有一辆二手的跑车，你可以导览一下，它与丰田的车身风格相同，所以就我所知，这些观察者都一样。
I'm not going to get into the nitty gritty of like the different trim level upgrades like I'm going to tell you the car seat can fit. So I've been able to be so completely raw and honest about the vehicles because I don't have any manufacturer ties.
我不打算深入讨论各种车型升级的细节，只是想告诉你这个汽车座椅能够适配。因为我没有任何与制造商的联系，所以我可以完全真实和诚实地对这些车辆进行评价。
I mean, I don't know if my dad always like loves when I grab a new Nissan and drag it through the mud, but I also try to explain to him which he's done a good of understanding. I'm not saying it's a bad car and things about car families and here are the reasons why and like I don't think there's I would go to bow with anyone who would disagree with me because in a way like my reviews are so data based because it's like it either fits or it doesn't like this has nothing to do with anything other than that.
我是说，我不知道我爸爸是否总是喜欢当我带着一辆新的尼桑越野，但我也会试着向他解释，并且他理解得很好。我并不是说这是一辆不好的车，而是想说有关车辆家庭的事情，我有一些理由。我不认为会有人不同意我，因为我的评论非常数据化，要么符合要求，要么不符合，这与其他任何事情无关。
So one thing that comes to mind when you say that is what was your sales style at the dealership because I feel like you are in a way, you know you're either selling these cars or you're not selling them or you're giving your unbiased opinion. But what was your sales style at the dealership like how did you actually go to that sales process with a customer.
当你提到这件事情时，我想起了一件事，那就是你在经销商的销售风格是什么，因为我觉得你在某种程度上，你要么是在销售这些汽车，要么就是在给客户提供不偏不倚的意见。但是，在经销商方面，你的销售风格是怎样的，你是如何与顾客进行销售流程的呢？
Well, I think what's what's been what I'm so thankful for my background is because I was so ignorant to the car buying process when I started selling cars I'm really able to relate to those customers who are going through that first time car buying experience like I understand if you have no idea what how least worse because neither did I so I'm really able to like explain it.
我认为我感激自己的背景的原因是因为我在开始销售汽车时对汽车购买过程一无所知，所以我能够更好地理解那些正在经历第一次购车经历的客户，就像我当时完全不知道如何以最佳方式租赁汽车一样。因此，我能够很好地向他们解释这一过程。
And then additionally like the same at the end of the day the like I was still a young woman in a male dominated industry so the same gripes that my audience has about carbine is the same gripes that I had about car selling like it's both.
那么最后我想说的是，在当时我还是一名年轻的女性，在一个男性主导的行业中工作，所以我对汽车销售所感到的不满，与我的观众对Carbine的不满是一样的，这两者都存在着相似的问题。
We're out of our wheelhouse we're not always being respected I mean how many times did someone come in and like assume I was the receptionist or like you know things like that or ask work with a sales person or like tell me I didn't know what I was talking about I mean that stuff happened all the time.
我们不擅长应对这种情况，我们并不总是受到尊重。我是说，有多少次有人进来，以为我是前台接待员或者其他类似的事情，或者和销售人员合作，或者告诉我我不知道在说什么？我是说，这种事情经常发生。
So in a way like my sale style kind of evolved to you know you can get people you can only get people to respect you so far and at the end of the day it's like okay I'm just going to focus on the moms.
以某种方式，我的销售风格逐渐演变为你知道你只能让人们尊重你到一定程度，到最后这就像是好吧，我只想专注于妈妈们。
So it's like I'm going to focus on the women and the first time car bars people who are going to treat me seriously like I'm not going to go to bat with like you know Jim who's 85 on his fifth five series like I just I'm a threat or whatever someone else seldom I don't care. I love it.
这句话的意思是：我将会专注于那些认真对待我的女性和第一次购车的人，而不是像那些已经购车五六次的85岁老人Jim那样的人，我不会把它当做威胁或其他人的问题，我很喜欢这种感觉。
You know we had this we had this idea that we mocked up years ago where it was an online dealership for moms. Now the issue was that and of course not the issue but the reason yeah really I have the mockups I could probably find them and show you but the reason we never pursued this is because we didn't have that.
你知道我们几年前有一个想法，是为妈妈们建立一个在线汽车经销商。然而问题是，当然不是问题，而是原因，是因为我们没有这个。我可能能找到那些模型，并向你展示，但我们从来没有追求这个想法的原因是我们没有这个东西。
We didn't have that edge right it wasn't authentic to us and it wasn't authentic to me like cardio show guys authentic to me. And it's just funny how that works because it's it's in hindsight it's always a genius it's like of course like there needs to be a niche. You know that focuses on moms but you need the right person you know you need that.
我们没有拥有那个优势，这对我们来说不是真实的，对我来说也不是真实的，就像有氧表演的家伙对我来说是真实的。有趣的是，这是因为它总是在后见之明中变得很聪明，就像当然需要一个专门关注母亲的细分市场。你知道需要正确的人。
They call it like that founder market fit and it's yeah definitely how that so all right let's get into some of the juicy stuff right people want to know like what's the deal with the car mom how much how much money are you making what are the economics of these businesses you're you're over here running like 15 different businesses.
他们称之为创始人市场契合度，是确实如此。好的，让我们进入一些扎实的内容，人们想知道汽车妈妈到底是怎么回事，你赚了多少钱，这些业务的经济状况是怎么样的，你经营了像15个不同的业务。
I was impressed when I was looking through all your stuff so just explain to us like you know how do you think it's got started like you know what's making money and what's not making money give us the breakdown.
当我查看你的所有材料时，我非常印象深刻。因此，请像你知道一样向我们解释它是如何开始的，例如，有哪些赚钱的和不赚钱的部分，请给我们一个详细的解释。
Yeah so I started the car I had no idea how I was going to make money like I had no idea how people made money on social media. But that wasn't the goal the goal was it's like let's just build an audience and then when I have something to sell to this audience like they will be so engaged and trust me so much that like it's going to work so it's going to work so it's going to work.
所以我启动了汽车，我不知道我要如何赚钱，就像我不知道人们如何在社交媒体上赚钱。但这不是目标，目标是要建立一个听众群，当我有东西要向这个听众群销售时，他们将非常投入并信任我，那么这就会成功，会成功，一定会成功。
So I had no idea what I was going to do. My first big idea was that I was going to like make a carbine course and this carbine course you know people are always like how do you teach people how to buy cars but you're feeling my own dealerships.
所以我完全不知道该怎么办。我最初的想法是要开设一个卡宾枪课程，这个卡宾枪课程，你知道人们总是在问，如何教人们在我的经销商店购车。
I was just going to ask you what did you're dancing on nothing and that I mean it is. I'm not saying that they're going to be the dealership's most profitable customer but there is nothing in that course that breeds fear that paints dealerships in a bad light it is all about empowering you. I had a sales manager who taught me when I was selling cars that validations the new negotiation. That's true on both ends like just like dealers validate their price it's fair for the consumer to also validate their offer.
我本来想问你，你在做什么无形的跳舞，我的意思是这种活动并没有让人感到恐惧，反而使人感到自由自在。我并不是在说他们会成为经销商最赚钱的客户，但这门课程并没有给经销商带来负面影响，而是让你变得更有力量。我曾经有一个销售经理教过我不断证实自己的观点是一种新型谈判方式。这一点适用于双方，就像经销商证实他们的价格一样，消费者也可以证实他们的报价是公平的。
So it's all about just like validating your offer how to know you're getting a good deal how to improve your carbine experience I mean moms and families and probably anyone truly value their time like their money. The carbine process takes too long it takes too long a lot of the time because the consumers not prepared because as dealers were like so scared to tell them what's going to happen at their lease turn in like why we're so coy about how to make your carbine process go quicker is so weird to me so it's all about like saving time saving money making sure you're getting a good deal course is awesome and we're super proud of it. How many courses do you have? We have a trading course and a carbine course and then we sell them as a bundle as well.
这些都和确认价值相关，如何知道你得到了好的交易、如何提高购车经历——我指的是妈妈、家庭和可能任何人都真正珍惜他们的时间和金钱。购车过程太长，很多时候是因为消费者没有准备好，因为我们经销商太害怕告诉他们他们的租赁转让会发生什么事情，我们为什么如此掩饰如何让你的购车过程更快的方法让我感到很奇怪，所以这一切都是为了节省时间、节省金钱和确保你得到的是一个好交易，当然，这个过程很棒，我们也非常自豪。你有多少个课程？我们有一个交易课程和一个购车课程，然后我们也将它们作为捆绑销售。
So that's like one half of it I also do personalized consultations because there's so much misinformation about what makes a good family car and what vehicles can fit three car seat what's vehicles like work for families of four vehicles you know so I do these personalized consultations they're 15 minutes long you tell me your car seat set up what your budget is what your needs are and I'll spit out a couple of cars you should look at.
这就是一半的工作内容，另一半我还提供个性化咨询服务，因为目前有关如何选择一辆适合家庭使用的汽车以及哪些车型可以装下三个儿童座椅等方面的信息错误居多。因此我提供了这些个性化咨询服务，时长为15分钟，您可以告诉我您的儿童座椅设置、预算和需求，我会给您推荐几款适合的汽车供您挑选。
I really though that's not the most profitable end of the business because like it takes me sitting down for 15 minutes and you can only charge so much for that. But I love how much you charge for that. I charge 150 for 30 minutes and 75 for 15 minutes got it okay you can raise your prices that's not about the money for me that's well I know but I just like doing that and it kind of keeps me fresh in the business because I'm not selling cars so I like to see the offers come in I like to see what's happening.
我一开始认为这并不是业务中最赚钱的部分，因为只需要我坐下15分钟，你也只能收取那么多费用。但我喜欢你收取的那些费用。我收取150美元30分钟、75美元15分钟，好了吗？你可以提高你的价格，但对我来说这不是关乎钱，这让我保持业务中的新鲜感，因为我不卖车，所以我喜欢看到报价进来，看看发生了什么。
Yeah. And then you know we YouTube's great so you know YouTube pays us for our views and YouTube actually what's interesting about the YouTube payment plan is they pay automotive and finance based accounts more per thousand views than any other type of money. Any other type of content out there. What's driving that just advertisers are paying the most for those. Because our advertisers will pay. Yeah so like if you're a makeup person on YouTube we've heard and I can't say these numbers are super updated but when we were starting it when you're a makeup person you're getting like $4 per thousand views when you're an automotive or finance really one you're getting like anywhere from $14 to $20 per thousand views.
对啊。你知道，YouTube很棒，所以YouTube根据我们的观看量付款给我们。有趣的是，YouTube的付款计划中，汽车和金融相关账户每一千次观看可以获得的报酬比其他类型的内容高。这是什么原因呢，因为广告商愿意支付更高的费用给这些类型的内容。如果你是在YouTube上的一个化妆师，我们听说你每一千次观看只能得到4美元的报酬，但如果你是一个汽车或金融相关账户，你可以获得14到20美元每一千次观看的报酬（这些数字可能不是最新的）。
Because the customer acquisition costs on a car is in the hundreds whereas the customer acquisition costs on makeup is in probably the tens of dollars or whatever so it makes sense. yeah so we do a lot of stuff on Instagram so like you make me on Instagram by affiliate links by sponsored content and then by selling your own stuff so we have some merchandise that we're super proud of our merch business.
因为汽车吸引客户的成本可能高达数百美元，而化妆品的客户获得成本可能仅为数十美元，因此这是有道理的。我们在Instagram上做了很多事情，例如通过联盟链接和赞助内容来吸引客户，然后通过销售自己的东西来获取收益，因此我们有一些自己的商品，我们非常自豪我们的商品业务。
Who's running all this who's running all this who's doing all the you know blocking and tackling I mean you're creating content media that takes up a lot of time. Yeah I think it's just me and my sister. So just you and your sister are doing everything. I mean we have a fulfillment center and we have podcast producers but my sister does all the editing a lot of the behind the scenes stuff runs the website.
谁在管理所有这些事情？谁在做所有的阻截和进攻？我的意思是，你们正在创作需要很多时间的媒体内容。是的，我想只有我和我姐姐。所以只有你和你的姐姐在做所有的事情。我是说，我们有一个履行中心和播客制作人员，但是我姐姐负责所有的编辑工作，很多幕后工作和网站运营。
I create the content. But our merch business we're really proud of it so we sell. Our big thing is we sell these safety stickers and safety magnets so it's looks like a child's hand. And it's designed to go on the outside of your vehicle. It's put there because when I was a mom I am mom when I was a mom of a two year old and a newborn it was so hard to load it on load because my two year old was constantly trying to run into the street. So we created these magnets that gives your child a place to put their hand on the vehicle to stay close to the car.
我负责创作内容。但是我们很自豪地销售我们的商品业务。我们最主要的产品是安全贴纸和安全磁铁，看起来像是孩子的手印。它们的设计是为了贴在你的车外面。我们之所以这样做，是因为当我还是一个有两岁儿童和新生儿的母亲时，上下车非常困难，因为我的两岁儿子总是试图跑到街上。所以我们创建了这些磁铁，让你的孩子有一个可以放手的地方，靠近车辆。
And then I could like unload or load my other child. So those have been super fun. I have a car cleaner that's completely non-toxic for like daily use. I mean I talk a lot of my platform how I think clean cars drive better and I don't like to buy into the notion that because you're a mom your car has to be trashed because I think your car is like sometimes the only few minutes of peace you get is a mom. So this car cleaner we have is it's natural it's non-toxic it's made to you know use daily and not like exposure families to a lot of harsh chemicals. So you tell some funny t-shirts like we have these like minivan graphic tees that say never say never on them because never say never about minivans you don't know until you try.
然后我就可以轻松地装卸我的另一个孩子了。这真的很有趣。我有一款完全非毒性的汽车清洁剂日常使用。我在我的平台上说过很多次，我认为清洁的车比较好开，我不想相信因为你是个妈妈，你的车就一定很脏乱不堪，因为我觉得妈妈在车里只有几分钟的宁静片刻。所以我们使用的汽车清洁剂是天然的，非毒性的，是为了日常使用而制作的，不会让家庭接触到大量的强烈化学制品。我们还有一些有趣的T恤，像我们有这些迷你面包车图案的T恤，上面写着“永远不要说不”，因为你不尝试过迷你面包车，你就不知道。
Hey the minivans about to arrive right now so I'm not even kidding it's like it might arrive while in the podcast. Yeah right now it's on the way. I just I love minivans you know I always I was talking about us just having sold minivans knowing that the man from it's to me it's a it's a very highly valued you know great just great great utility. I'm not the Toyota Sienna. All right I do want to talk more about your courses just the consumer side of things but before we get into that. Yeah. I mean what's been the most successful form of media for you from a financial perspective it's like your your focus on many different things like what what is that one area that you know you think you're going to invest more.
嘿，小型货车现在就要到达，我说的不是开玩笑，可能会在播客中到达。现在它正在路上。我喜欢小型货车，你知道的，我经常谈论我们刚刚售出了小型货车，对我来说它是一种非常有价值的、很好的工具。我不是什么丰田奥德赛。好的，在我们谈论你的课程之前，我想多谈谈消费者方面的事情。是的。从财务角度来看，你最成功的媒体形式是什么？你关注着很多不同的事情，那么什么领域你认为你会投入更多的精力呢？
Our Instagram audience is definitely our most engaged and they're engaged in like my most day to day life so the way that you have an in the way that you sell successful on Instagram is by having an engagement. So we always prioritize taking care of that audience making sure we're buying them with a ton of good content so they don't feel like my pages are like a walking advertisement of you know my own merchandise but our merch is definitely our most profitable and successful. It's because it's you know it's your own stuff so instead of like you know pushing a product that I'm going to get paid 7% commission on I can push a product that I'm proud of that I back that we've invested you know a lot of money in but it's a product that I really believe in so that's the most successful and a lot of those deals a lot of the merch sales come from Instagram so it is always about prioritizing that content but my hopes is that I've diversified enough and I think the reason we're so diverse is because I don't want anyone to feel I don't want to feel like I anyone owns my platform other than me so like the car mom name is mine the car mom brand is mine if Instagram elites tomorrow. Not all my income is tied up in like how people see my Instagram stories we have a podcast a YouTube a website courses consultations.
我们的Instagram观众无疑是我们最投入的，他们关心的是我的日常生活，所以在Instagram上获得成功的关键是参与度。因此，我们总是把照顾这个受众作为优先考虑，确保我们为他们提供了大量优质内容，让他们不觉得我的页面是在推销自己的商品，但我们的商品无疑是我们最有利可图和成功的。这是因为这是自己的东西，所以我可以推销一款我为之自豪、我支持的商品，而不是为了得到7%佣金而推销的商品。我们曾经投入了大量资金制作它，但这是一款我真正相信的产品，因此最成功的销售和大部分的商品来自于 Instagram，因此始终要优先考虑内容的品质。但我的希望是我已经足够多元化，我认为我们如此多元化的原因是我不希望任何人感到我任何人拥有我的平台，除了我自己。因此，“车妈妈”的名字是我的， “车妈妈”品牌是我的，如果Instagram明天关闭，我不希望我的所有收入都和人们如何看我的Instagram故事有关，我们有自己的播客、YouTube频道、网站课程和咨询，这就是多元化的原因。
We have so many other streams of revenue and I don't think enough content creators do that and they get very. It gets very scary on Instagram glitches are like you're just like not the hottest trending thing so. I very much trying to build this build this for longevity and I you know also as much as I love like being whatever an influencer or whatever you want to call me. I don't intend on influencing into my 40s or my 50s so it's like how can I make a brand in the business that. You know isn't going to be relying on me showing up telling everyone like what I made for dinner that night you know tell me more about that no I mean.
我们还有很多其他的收入来源，我认为不足够的内容创作者做到这一点，他们就会变得很危险。Instagram上的故障就像你不是最热门的趋势一样，很可怕。我非常努力地为长期发展而建立这个品牌和业务。我也很喜欢成为影响力者或者你想叫我的任何名称。但我并不打算在40或50岁时继续影响别人，所以我该如何打造一个不依赖于我出现并告诉每个人我晚上吃了什么的品牌和业务呢？你能告诉我更多关于这方面的信息吗？
I think it's interesting because you are the face of the brand although it is the car mom of course. I'll be the car mom so what is that long term vision for the car mom if you don't think you're going to be the face long term like what does that look like. Well I mean I've always I take the responsibility of like being the the car on very seriously because there is a lot of car buying decisions being made based on what I say about a vehicle. And that's like a lot of pressure when I think about the other influencers who are you know sharing a top that's worth $25 and people are buying it well okay whatever they're out $25 if they don't like it. I'm I'm influencing you know $50,000 purchases so I take that very seriously.
我认为这很有趣，因为虽然这是汽车妈妈的汽车，但你是品牌的代表人物。 我会成为汽车妈妈，那么如果你认为自己不会长期成为品牌代表人物，汽车妈妈的长期愿景是什么呢? 嗯，我的责任感很重，因为我说的关于车辆的话语会对很多购车决策产生影响。当我想到其他影响者分享价值25美元的衬衫，而人们购买了它，那么即使他们不喜欢它，花掉的也只是25美元。而我影响的是5万美元的购买，所以我非常认真对待这个责任。
And I also have tried to be super aware of the fact that I am just one mom with one set of needs and one opinion so I really have tried to. Like empower and raise other mothers voices so I can also make sure like those opinions are being heard like.
我也一直尽力意识到，我只是一个拥有一种需求和一种观点的单身母亲，因此我真的尝试着，赋予和提高其他母亲的声音，这样我也可以确保那些观点被听到。
I drive a Ford expedition I don't like the Chevy Tahoe sorry it's one I think it's one of the most overrated cars out there but a lot of people love the Chevy Tahoe so I'm always very mindful to make sure I include on my site.
我开福特探险者，我不喜欢雪佛兰Tahoe，很抱歉，我认为这是最被高估的车型之一，但很多人喜欢雪佛兰Tahoe，所以我总是很注意把它包括在我的网站上。
Moms who love the Chevy Tahoe and why they love it so we have this section on our website called real mom reviews and it's when moms can write in about why they like their vehicle and I always want to like to give them that like I always want that platform this is a collaborative platform and people buy cars for all different kinds of reasons so I it's finding the balance of like I want to share my opinion.
母亲们为什么喜爱雪佛兰Tahoe车型，我们在网站上开设了一个名为“真实妈妈评价”的板块，让妈妈们可以写下自己喜欢这种车型的原因。我总是希望提供这个平台，因为这是一个协作平台，人们买车的原因千差万别，所以我想要找到一个平衡点，分享我的意见。
But at the end of the day like the car mombrian is about safety convenience and comfort and like those can be very much measured in a nine I mean those are very much like David driven thanks.
最终，就像汽车一样，Mombrian品牌注重安全、便利和舒适，这些都可以用数字来衡量，这些数字都是受到驱动的，非常重要。谢谢。
Walk me through more of the nitty gritty of like what choosing a car right so how do you decide what type of car is good for someone or bad for someone.
请带我更深入地了解如何选择一辆汽车，包括如何决定哪种类型的车适合某个人或不适合某个人的细节方面。
So I think the biggest misconception with buying a family car is not enough families forecast their families growth. I mean I people always ask me what the best car for a first time mom is I say the car you're currently driving because every car can fit one for the most part every car can fit one car seat in so many families rush into this car buying process or rush into this purchase.
我认为购买家庭车的最大误解是许多家庭没有预测到其家庭成员的增长。我是说，人们总是问我，初为人母的最佳汽车是什么，我会说你目前开的汽车，因为几乎每种汽车都可以容纳一个儿童座椅，因此许多家庭会匆忙地购买车辆或匆忙决定购买。
And they have no idea how quickly their needs change and how. How these cars it changes how these cars operate so like I had three kids in four years. So if I would have bought a car. When I was pregnant with my first child unless I would have bought like a Hyundai Palisade okay great so three of us you be I had one kid it works perfect.
他们不知道他们的需求会如此迅速地改变以及这些汽车的变化方式。这些变化会影响这些汽车的操作。比如，我在四年内生了三个孩子。如果我在怀孕第一个孩子的时候买了一辆汽车，除非我买了一辆现代Palisade，否则当我只有一个孩子的时候这辆车就没有什么问题了。
Okay now here I am four years later to six year alone I'm only on your four. And I now have three kids oh that was crazy. Now my oldest has to go to the third row and can I will just can't buckle himself okay well my oldest in the third row that means I can't put down the trunk space okay well now I don't have enough trunk space for my double shoulder for my other two kids that are in the second row.
现在我已经独自带着三个孩子度过了四年，当时只有一个孩子。这真是太疯狂了。现在我最大的孩子要坐在第三排，而他自己还不能系安全带。因为最大的孩子坐在第三排，所以我不能放下后备箱，结果我现在没有足够的后备箱空间来安置坐在第二排的另外两个孩子的双肩包。
So like you they just forget and you don't realize like how quickly those needs change so I tell my families like before you pull the trigger on a car. That's great that's how it works year one what is your seven look like how many kids do you have who sitting where how are you accessing them do you have enough trunk space what is great school drop off look like can they get out of the vehicle and like you just have to go down that process because there are so many families who have to trade in a car early get upside down because it doesn't fit their family and.
就像你们一样，他们会忘记，你不会意识到这些需求变化的速度有多快。所以我告诉我的家庭们，在你们决定购买一辆车之前，要考虑清楚。第一年的情况是好的，但是你们七年后的情况又会如何呢？有多少个孩子，他们坐在哪里，你们如何接送他们，车子的后备箱足够大吗？学校放学的情况如何？他们能不能顺利下车？你必须经过这个过程，因为有很多家庭不得不提前交换车辆，因为车子不适合他们家庭的情况，导致债务上升。
My my audience is so different than the other car buying audiences out there because during this pandemic everyone's like don't buy car prices are crazy. I'm like well that's great but Sharon's pregnant with twins so she needs a car and she needs a car today because her current car won't fit her family so you've got to be so careful when you're buying a family car. To make sure you get the right car and that you're in it well so that's my number one tip you've got to forecast what your future is going to look like.
我的受众和其他购车受众非常不同，因为在这个疫情期间，每个人都不想买车，因为车价太高了。但是我会想：“太好了，但是Sharon怀着双胞胎，她需要一辆车，今天就要买，因为她现在的车容不下她的家人。”所以，当你购买家庭车时，必须非常小心，以确保你买到正确的车，并且将来用车顺利。这是我的第一条建议，你必须预测未来的需求。
And so what are what are some of the hottest vehicles you're recommending as a plate. Yeah I mean my favorite like my favorite full size SUV is a Ford expedition and like I'd go to bow with anyone who said definitely. The Ford expedition is the most car seat friendly it's I don't hold blog post comparing the Ford expedition to the Chevy Tahoe and I think who would be shocked if they see how much better the Ford expedition is for car seats.
那么，您推荐的一些最热门的车辆有哪些呢？是啊，我的最爱，我的最爱是Ford Expedition这款大尺寸SUV，如果有人说不是，我就会直接分享一篇博客文章，比较了Ford Expedition和Chevy Tahoe，我认为那些看到Ford Expedition更适合安装汽车座椅的人一定会感到惊讶。它是最适合安装汽车座椅的车型。
One big thing about Chevy's lineup that I just don't understand is they don't put middle head restraints in their seats. So if you look at a Chevy Tahoe there's no any of the GM line. Interesting. No middle head restraints. I never noticed that. And it's like you can't put a human or a child in a booster seat in a seat without a head restraint.
雪佛兰车系中令我感到困惑的一件事是他们的座椅中间没有头枕。比如说雪佛兰Tahoe，还有通用汽车旗下的其他车型，都没有中间的头枕，这很有趣。没有中间的头枕，就不能在座椅上安置人或儿童的增高座，这可不行。
Like that is incredibly dangerous and like I don't know why they don't have that like it's crazy to me. There's also very few vehicles that there's some vehicles that allow you to access the third row with car seats in the second row. The Ford expedition is one of them there's several other in the mid-sized category as well.
这个东西极其危险，我不知道他们为什么没有，这对我来说太疯狂了。此外，很少有汽车可以让你在第二排安装儿童座椅的同时让你进入第三排。福特探险家就是其中之一，还有几款中型车也可以。
And you can literally tilt the entire seat while you have a car seat installed so you still have that third row access. That's huge. And then there's just like the car seat hardware like a lot of people don't know that car seats need lower anchors or tether anchors which is those like little anchors that we see on all the vehicles.
你可以在安装汽车座椅的情况下，将整个座椅倾斜，这样你仍然可以进入第三排座位。这真的很方便。此外，还有像汽车座椅硬件之类的东西。许多人不知道汽车座椅需要下部低锚或系缆锚定装置，这些都是我们在车辆上看到的小锚点。
And there's a lot of vehicles that just don't put enough in the vehicle. So like not to keep comparing the Chevy Tahoe because it is a good car. But the Chevy Tahoe doesn't put lower anchors in the third row. Why? The Ford expedition does lower anchors what's that specifically?
有很多车辆在车上没有安装足够的东西。比如说我们不要一直拿雪佛兰Tahoe来比较，因为它其实是一辆好车。但是雪佛兰Tahoe在第三排座位上却没有安装下部锚固。为什么呢？而福特探险者却有下部锚固，那是因为什么呢？
Lower anchors are the ones that are in the seats. So you need those for some types of car seat installations. Oh yeah. The ones that click in got it. Yeah and then there's tether anchors on the back of the seats which are required for forward facing car seats. So another just like crazy example is like the Toyota Sequoia. It's like a huge family car. You're like that's the best that that's a family car. It's perfect.
底部锚固件是安装在座椅里的，因此某些类型的汽车座椅需要它们。哦对了，是那种可以发出咔嗒声的锚固件。是的，座椅背部还有牵引锚固件，对向前安装汽车座椅来说是必需的。所以另一个像疯狂的例子，就是丰田 Sequoia。它是一个巨型家庭汽车，你可以说它是最好的家庭汽车，完美无缺。
Well the Toyota Sequoia only has one tether anchor in it and the third row. And only has one tether anchor in the third row and it's in the middle seat. So the only place you can install a car seat in the third row with Toyota Sequoia is the middle seat. Which means you can't see anything out the back. And it means.
丰田 Sequoia 只有一个扣环固定器，位于第三排座椅中央位置。因此，你只能在这个位置安装儿童安全座椅。这也意味着，在此位置安装儿童安全座椅后，你无法看清后方的情况。
Elizabeth can you take this and see what she needs? I'm so sorry. My daycare is calling me. I just want to make sure it's not over. Is she okay? Oh good. My daughter smashed. My daughter smashed her finger at daycare. So she was calling as soon as she gave her ibuprofen. Ugh. Sorry. We should definitely keep that part in.
伊丽莎白，你能拿起这个并看看她需要什么吗？我很抱歉，我的托儿所给我打电话了，我只是想确认她们不会出什么事。她还好吗？太好了，我女儿在托儿所磕了手指，所以她医治过后就打了电话过来。唉，很抱歉，我们应该肯定要说出这一部分。
Now I'm just blown away by these details that I would have absolutely never thought of. No. And you know my wife wouldn't have either. That's just crazy. Yeah. And like I didn't. And I was kind of figuring all of this out real time. And then once I got the car seat certification, it really just opened my eyes to. You know these manufacturers are like, is this a family car? And I'm like, is it? Ha ha ha. Put them on the spot. Is it? Yeah.
现在我完全被这些细节震惊了，我绝对从未想过。我的妻子也不会想到的。这太疯狂了。我也不知道。我当时正在实时地处理所有这些，然后一旦我获得了汽车座椅认证，它真的让我深刻认识到了。你知道这些制造商会问：这是家庭汽车吗？我会问：是吗？哈哈哈，他们会尴尬。是吗？没错。
Alright so let's go from. I want to jump to carbine tips specifically. I know your courses are a big thing for you. What are just. Give me some of your most important carbine tips.
好的，那么让我们开始吧。我想着重谈谈卡宾枪技巧。我知道你的课程对于你来说很重要。那么，可以给我一些你最重要的卡宾枪技巧吗？
My number one carbine tip is to choose your salesperson ahead of time. So a lot of people don't know about this, but we all. Everyone carbine goes on Google and they're like, let me read the Google reviews. But we have to take it a step further and you have to choose who you want to work with.
我的第一条购买卡宾枪的建议是提前选择好销售人员。很多人不知道这一点，但我们都会去谷歌搜索卡宾枪，并阅读谷歌评论。但如果您想更进一步，您需要选择您想要合作的销售人员。
So I love this platform called Deelerator because you can read reviews about individual salespeople. Like when I was a salesperson. You just had to see Ellen DePott, Alex Vetter. Oh, love. When I was a salesperson, my Deelerator reviews were everything. And it is such a good tip to tell people to decide who they want to work with. Because you and I both know like, if you're going to show up on a Saturday afternoon at 3 p.m. and not have an appointment, are you going to get the best salesperson there?
我喜欢这个叫做Deelerator的平台，因为你可以阅读关于个人销售人员的评价。就像当我还是一个销售员的时候，你只需要看看EllenDePott、Alex Vetter这些人的评价就可以了。我的Deelerator评价对我非常重要。告诉人们决定他们想要和谁一起工作是一个很好的提示。因为你和我都知道，如果你是在周六下午3点没有预约就出现在那里，你能得到最好的销售人员吗？
No, we're busy. We're booked and busy. We have appointments. You're going to get the new guy who's ever outside smoking a cigarette. And that's not who you want to work with. And I said what I said. So I think the best way to empower yourself through the carbine process to improve your experience in 10 seconds is to decide who you want to work with.
不，我们很忙。我们预约已经排满了。你会得到那个在外面抽烟的新人。他不是你想要合作的人。我说了什么就是什么。所以我认为通过选择你想要合作的人来提高购物体验是提升自己的最佳方式，只需10秒钟。
So go on there, read the reviews, read their experience, what their accolades are, and schedule them up on that. And that's great. Now you're working with the Kelly's of the world and not like the chips of the world. Couldn't agree more. I can tell you that.
那么继续去看看，阅读评论、经验和荣誉，然后安排他们的时间。这太好了。现在你正在与像Kelly这样的人一起工作，而不是像其他人一样。我完全同意。我可以告诉你。
It's funny you mentioned that the salesperson smoking a cigarette. When we were renovating a couple years back, I remember the architect speaking with the architect and telling us, Hey, let's put a very short awning outside the dealership so that there's nowhere to smoke outside when it's raining. I like that. Yeah. So we moved from like these like nice awnings to like everything was like super short awnings. Yeah. Make sure that there's nowhere that's covered from the rain. So funny little thing that is just thought of when you mentioned that.
你提到销售员抽烟真有趣。几年前我们装修的时候，我还记得建筑师跟我们说，"嘿，我们在车行外面加一个非常浅的遮阳棚，这样在下雨天就没有地方抽烟了。" 我很喜欢这个想法。我们从美丽的遮阳篷变成了所有遮阳篷都变得非常短，确保没有地方可以被遮雨。真有趣的小事情，你一提到就想起来了。
And I couldn't agree more. I mean, you don't want to put the fate in the hands of just, you know, randomness. You want to control your destiny. And the best way to do that is to team up with someone that already has a great reputation. So. And that's so easy for like, I think dealers to do all. So, you know, posting on your social media and just like telling us about your sales staff and say like, Hey, this is Kelly. You know, she's a mom of three. You know, she loves this car. And I'm just working with her like, here's how you book an appointment. And then it's like, why would we not empower our own salespeople and show how great they are because there's so many good eggs in this business. And I just think like not enough people are going to connect into them.
我非常同意。我的意思是，你不想把命运置于随机性之中，你想掌控你的命运。而最好的方法就是与拥有良好声誉的人合作。那么，像经销商之类的人很容易做到这一点。因此，你可以在社交媒体上发布信息，告诉我们有关你的销售人员，例如，“嘿，这是凯利，她是三个孩子的妈妈，她喜欢这辆车。我正在与她合作，这是如何预约的。”为什么我们不应该赋予销售人员权力，展示他们有多么出色呢？因为这个行业有很多好人才，而我认为没有足够的人会与他们联系。
So that's by far my number one carbine tip.
这是我最重要的卡宾枪使用技巧。
Give us your most important trade in tips.
请给我们一些最重要的交易贴士。
My most important trade in tip. Well, I like to list. So in my trading course, we talk a lot about knowing what's wrong with your car and then knowing what it would cost you to get it fixed, which maybe this is a good thing. And then I'm like, I want to make sure that I want to make sure that they're fixed, which maybe this one's kind of walk in line if it's like, okay, that's not like everyone's favorite.
我最重要的交易技巧是列清单。在我的交易课程中，我们经常聊到了解汽车出了什么问题，修理需要多少费用，这或许是一个不错的习惯。然后我会确保把问题修好，这或许有些刻板，但也正是一个好习惯。
That's not every dealer favorite tip that I share. But I also want to make sure my audience feels good about what they need you to do to prep their trade for trade in. And again, this is something like dealerships can absolutely share with their audience because all you're going to do is get better trade in. So, you know, for some minor things, I'm always like, you know, like, yeah, get the car detail before you trade in like there's nothing wrong with that.
这不是我分享的所有经销商最喜欢的提示。但我也希望确保我的听众知道他们需要为交易做些什么，以便为这项工作做好准备。而且，这是经销商绝对可以与他们的听众分享的内容，因为所有你要做的就是获得更好的交易。因此，对于一些小事情，我总是会建议像去车辆清洁店清洗车辆再交易一样的建议，这没有问题。
But when it comes to like any more of like the major, like, let's say curved wheels, they're like, should I fix curb wheels? I'm like, I wouldn't fix your curved wheels. I would just take into the dealership, but I would make sure you call around and have some sort of idea of how much it costs to get curb wheels repaired. Because what a dealership sometimes is going to do is they're going to look at your car and they're going to devalue it and they're going to tell you how much they took off for your curved wheels.
但是，如果涉及到像弯曲的车轮等重要问题时，我会建议不要自行修理，而是去汽车经销商处修车。但是，在去修车之前，最好要打电话询问周围的修车厂价格，了解修复弯曲车轮的费用。因为有些经销商可能会在检查您的汽车后降低车辆的价值，并告诉您因为弯曲的车轮而被扣去多少钱。
So if they tell you they took off $500 because your wheels are curved and you have a quote that says, you know, your friend will fix it for $200 bucks. Okay, don't worry about it. I got a guy who will fix it for $200 bucks and then I'll bring it back. I just saved myself $300 bucks. Well, yeah, suddenly the dealership's not going to be charging $500 for it. Yeah, I mean, look, I think it depends.
所以，如果他们告诉你因为你的轮毂弯曲他们减少了 $500 的费用，而你有一份报价说，你知道，你的朋友只需要 $200 就能修好它。好的，别担心，我有一个人可以用 $200 修好它，然后我会把它带回来。我刚刚省了 $300。嗯，是的，突然之间这家车行不会再收取 $500。是啊，我觉得这要看情况。
There's in certain circumstances, I would say that, you know, adding, you know, like the dealership deserves to make some money, of course, for doing it or adding value. But I also understand your point. I think it's interesting. Like, you know, the consumer can make that decision for themselves. Like, if they have the time and they want to go get it fixed themselves. Great. Or maybe the dealership will, you know, deduct some or, you know, change to pay them a little bit more for that and some negotiation. So I think that's interesting.
在某些情况下，我认为加价可以理解，毕竟经销商也应该获得一些利润，因为他们添加了价值。但我也理解你的观点。我认为这很有趣。消费者可以自己决定，如果他们有时间并且想自己修理，那很好。或者经销商可能会在谈判中减免一些费用，或者支付更多报酬。所以我认为这很有趣。
The other thing I think that you said is it's interesting to me is that you mentioned to detail the car. You know, I always go back and forth on this because on one hand, as a dealer, I can tell you if you bring your car detailed, like on paper objectively, it's not adding any value. I don't care. I'm going to detail it anyways once I'm done reconditioning it.
我觉得你说的另一件有趣的事情是关于详细地清洗汽车。我一直在犹豫，因为从一方面来说，作为一名经销商，我可以告诉你，如果你把你的车细节处理好，像在文件上客观地写下来，它并没有增加任何价值。我不会在意。一旦我完成重新调整它，我仍然会把它清洗一遍。
On the other hand, you know, there is nothing like a first impression, a good first impression. And so I think, you know, I think there's something to that. And you're making me think through it because I've always been against like the detail. Like, if you're already trading it in, like, don't get it detailed. But the more think about it, you know, I do think that thinking about myself and my biases, like when someone brings a car in the past, I've seen cars that have been like filthy. Yeah, immediately, I think that if the car is filthy, they did not take care of that car. So I think there's something to be said from that perspective.
另一方面，第一印象真的很重要。一个好的第一印象对于留下深刻印象非常重要，我认为这非常有道理。而且通过你的提醒，我开始重新思考。尽管我一直认为如果你想要把汽车卖掉，就不需要费心打扫清洁。但是，现在我越想越感到，从我的角度出发，当有人把车开进来，如果汽车十分肮脏，我立刻会觉得他们没有保养好这辆车。因此，我认为从这个角度来看，还是应该注重细节。
And I really try. Like, in the course, I really paint it as a, it's to your point. It's to show, like, pride of ownership. So I say, you know, get your car detailed and then come to the dealership with both sets of keys with your owner's manual with any service records you have. So you can just like paint the picture that this was a super well maintained vehicle. I mean, when I was appraising when I was selling cars on a manager, what a praise a trade, they'd be like, they got every service record, like this thing's mint.
我真的很努力尝试让顾客明白这点。比如说，在我讲课的时候，我会强调这一点。这是为了展示车主的自豪感。我会说，你可以去做一次汽车详细清洁，然后带上两把钥匙、你的车主手册和所有的维修记录。这样，你就可以让买家认为这辆车保养得非常好。我说得很清楚，当我评估或者卖车的时候，如果我看到他们有每一次维修记录，我就会认为这辆车很不错。
And it's like, first of all, do we know that's every service record? Absolutely not. Like, what are you talking about? Like, they could have been missing, you know, three years worth it, but just because they had the illusion of like every service record in a binder. We're like, wow, must be a great well maintained car. Yeah, that's immediate. I mean, it's, it's okay. A little bit of an illusion. 100%. And that's important.
首先，我们能确定这就是所有服务记录吗？绝对不确定。你在说什么呢？他们可能会缺失三年的记录，但是只因为他们在一个文件夹里装了所有的记录，我们就以为这台车一定是一个保养得很好的车。这是一种误解，虽然它是立即的，但还是一个误解。这一点非常重要。
You know, but I also really like, I always preach on my platform. Like, no, like Mother's Day, ask for a car detail your birthday. Ask for a car detail. Like that is a really good gift that we can get to people and like clean cars drive better. Like, get your car detailed. Like, why are you driving around the gross car? Get your car detailed. A lot of clean cars drive better.
你知道吗，我也非常喜欢在我的平台上宣扬一个观点。比如在母亲节或你的生日时，你可以要求车辆清洗和保养。这是一个非常好的礼物，因为干净的车辆开得更好。为什么不让你的车焕然一新呢？让它变得更干净，这能让你更好的驾驶。
What do you think fundamentally, like you're really working actively on changing this perception of dealerships and also helping moms out and families. What do you think the car buying experience will look like for women in, you know, five to 10 years? Like, how is that going to be different? You know, especially with everything you're working on? What do you think is going to change?
你认为最根本的是什么，比如你正在积极地努力改变对车行的看法，帮助妈妈和家庭。你认为未来5-10年里女性购车的经历会是什么样子？特别是在你所致力改变的情况下，它会有何不同？你认为将会发生什么变化？
My hopes are that like, I don't think the car buying process or experience is any different than it is for a man, for a woman with the right people in place. Like, there is, I mean, if you're going to a good salesperson and a good dealership, I truly believe you are going to be get treated the same. So I'm hoping that by if we just continue to select our sales people to write good reviews to like build up those good sales people and good dealerships, then like the old cardogs of the world are just like, you know, going to become extinct.
我的希望是，如果有正确的人在场，购车过程或经历对于女性并没有任何不同，和男性一样。如果你去了一个好的销售人员和一个好的经销商，我真的相信你会受到同样的待遇。因此，我希望通过继续选择我们的销售人员以写好的评论，来建立起那些好的销售人员和好的经销商，就像旧时代的汽车销售员将会逐渐消失一样。
Like, I don't have like a way to like, here's what you say to this guy. He's not treating you right. I'm over that. Like, it's 2023. Like, I just don't have the headspace or the word tracks to get a guy to take you seriously. Like, we're just done giving them our business.
“我没有什么好的方法告诉你该对付这个男人。他没有好好对待你。但我已经超越了这个问题。现在是2023年了，我已经没有空间和词汇来让一个男人认真对待你了。我们已经不再给他们机会了。”
So I really just want to continue to be able to connect my audience with good a local family on dealerships because I just don't want to live in a world where we get extinct. Like, it's my livelihood. I hope it's to be my future. I'm like, I'm not going to sit on the sideline while, you know, carmax and carvana and room in the manufacturers try to think they can do better than us because I don't think they can.
所以，我的愿望就是继续将我的观众与当地优质的家庭汽车经销商联系在一起，因为我不想生活在一个我们消失的世界里。这是我的谋生之道，也希望成为我的未来。我不会坐在一旁，看着像carmax、carvana和制造商这样的公司试图认为他们可以比我们做得更好，因为我不认为他们能做到。
Will you say, hopefully it's going to be my, or I hope it's going to be my future. Do you think you're going to get back into the dealership business in like a full-time capacity? I think so. Wow. I mean, I love the car business. I don't know if I would ever be like, I will never stop doing the car, mom. But I think there's a real opportunity to just like continue to, you know, make ways on the consumer side to really just, you know, have my, I mean, I would love to have my own dealership. Why not? I think when you more women owned, you know, dealerships. Why not?
你希望这将成为我的未来，或者希望这将成为我的未来吗？你认为你会全职回到经销商业务中吗？我想是的。哇，我的意思是，我喜欢汽车业务。我不知道我是否会像说“我永远不会停止做汽车生意”的那样。但我认为有一个真正的机会继续在消费者方面发展，真的可以让我拥有自己的经销商，为什么不呢？我认为更多的女性可以拥有经销商。为什么不呢？
Well, we have any female owners that are listening to this podcast right now, then maybe they can reach out and connect. That'll be awesome. Yeah. Kelly, this has been awesome.
如果有任何女性业主正在收听这个播客，希望能够联系我们。那将会非常棒。是的，凯利，这真的太棒了。
I want to end with two other questions. The first one being, what's next for the car, mom? I mean, you've launched so many cool different forms of media and so many, you know, kind of micro businesses and some are growing faster than others. But what's next?
我还有两个问题想问。第一个问题是，汽车妈妈，下一个是什么？你已经推出了许多很酷的媒体形式和很多微型企业，有些增长速度比其他的还要快。但接下来是什么？
You know, we're kind of in the, wow, we did a lot. And now let's enjoy being mom's face. Like, I got into this business to have flexibility to be home with my kids. And I'm very hyper aware of like, phases of my life. So I have three kids for and under right now. My sister's about to have her first baby. And we feel so blessed that we have this career that's so flexible that we can do what we love while still making it to like, you know, four o'clock daycare pickup.
你知道，在这个阶段，我们做了很多事情。现在让我们好好享受当妈妈的感觉。我进入这个行业是为了有灵活性，可以在家照顾我的孩子。我非常清楚我的人生阶段。现在我有三个孩子都还不到四岁，我姐姐即将迎来她的第一个宝宝。我们感到非常幸运，拥有这样一份灵活的职业，我们可以做我们喜欢的事情，同时还能赶上四点钟接孩子。
So I plan on like taking, I mean, one day I want to take this thing to the moon and like, I want to have like, you know, I want it to be a household name and like no family is buying a car without the car, mom, you know, helping through the car buying process. And I want to like really help make real changes in how these cars get produced. And like, I would love to like, console manufacturers on like just making some minor changes that would make a car so much more convenience for families.
所以我计划像拥有一天将这件事带到月球上一样，我想让它成为家喻户晓的名字，没有家庭会在没有妈妈的指导下购买汽车。我想真正帮助改变汽车的生产方式。我也想与制造商合作，在汽车的设计上进行一些微小的改变，以使汽车更加方便，适合家庭使用。
But my priority for like the next 10 years is to keep doing what I'm doing and enjoy time with my family. And then I'm going to hopefully continue to build an audience, keep an engaged audience, keep, you know, keep being relatable to my audience so that when that time comes, they're all there. And we're ready to do it. But once I'm kind of out of this phase of my life, incredible.
在接下来的10年里，我最重要的事情是继续做我正在做的事情，并享受与我的家人在一起的时间。接着，我希望继续发展我的粉丝群体，保持与他们的互动，让自己和我的粉丝仍然有联系，这样等到时机成熟，他们不会缺席。但是一旦我完成了这个阶段，就会有更令人难以置信的事情发生。
Where can people learn more about you and the car mom? Well, if you want to see some chaos, you can follow us on Instagram. Look at the car mom. YouTube was where we keep more of like our formal like car buying and car, car tours. And then we're really proud of our website. We actually just launched last week a car, a car quiz. So you can take this quiz. I saw that. I have a family car we think, which has been like, I mean, the logic and data that went behind building that has taken truly months. Wow.
人们想了解关于您和车妈更多的信息在哪里可以查询？如果你想看一些混乱的场景，就可以关注我们的Instagram账户，搜索car mom即可。而我们在YouTube上发布了更多正式的车辆购买和车辆巡游视频。此外，我们非常自豪的是我们的网站。我们刚刚推出了一个汽车测试，您可以参加这个测试。我看过了，我得到的结果是我们需要一个家用车，这是根据数月的逻辑和数据构建的结果，非常神奇！
But we think it's actually, we think it's actually pretty accurate. So you can do that. And then my podcast is called the carpool where we think it's pretty funny. We'll have to get you on the carpool and you can come gossip with us because some of your tweets are like basically like, I mean, you're like, this is crazy.
我们认为它实际上是相当准确的。所以你可以做到这一点。我的播客名叫“拼车”，我们认为这非常有趣。我们得让你上拼车，你可以和我们一起八卦，因为你的一些推文基本上就像，我是说，你太疯狂了。
Like, I would love to dive into just some of the crazy. Yeah, I would love that. Like I said, we just like talk about the auto industry from like we're two girls gossiping because we are. And there's like a lot of gossip going on in the auto industry. Like it's kind of crazy.
我想要深入了解一些疯狂的东西。是的，我很想这样做。就像我说的，我们可以像两个女孩一样聊聊汽车行业，因为我们确实是。汽车行业里有很多八卦，有点疯狂。
Kelly, this was truly awesome. I'm super excited for what you're building. Thanks again for coming on. And of course, we will talk soon. Thank you so much. Thanks so much.
凯利，真是太棒了。我非常期待你正在建设的事情。再次感谢你的到来。当然，我们很快就会再谈。非常感谢。非常感谢。
All right.
好的。
Hope you enjoyed that episode.
希望你喜欢这一集。
Please give the podcast a rating.
请给这个播客一个评分。表达您的观感，尽可能地使之易懂。
Consider subscribing to the show and check the show notes for links to what we talked about.
考虑订阅这个节目并查看节目注释中我们谈论的链接。
Thanks for tuning in.
感谢收听。意思是感谢听众收听我们的节目。
I'll see you guys next time.
下次见，大家。