Great article on car dealer microsites in AutoSuccess Magazine written by Ralph Paglia on Page 24. Get gigabytes of files and documents to use in car dealerships at http://www.automotivedigitalmarketing.com/
of Success and Happiness
The greatest enemies explanation for an otherwise socially way other people speak to them, talk to or
of success and unacceptable act.” You rationalize to explain about them, or look at them. They have little
happiness are negative emotions. Negative away or put a favorable light on something sense of personal value or self-worth apart
emotions hold you down, tire you out and that you have done that you feel bad or from the opinions of others. If those opinions
take away all your joy in life. Negative unhappy about. You excuse your actions by are negative for any reason, real or imagined,
emotions, from the beginning of time, have creating an explanation that sounds good, the “victim” immediately experiences
done more harm to individuals and societies even though you know that you were an anger, embarrassment, shame, feelings
than all the plagues of history. active agent in whatever occurred. You often of inferiority, depression, self pity and/or
create complex ways of putting yourself in despair. This explains why psychologists say
One of your most important goals, if you the right by explaining that your behavior was that almost everything you do is to earn the
want to be truly happy and successful, is really quite acceptable, all things considered. respect of others or at least to avoid losing
to free yourself from negative emotions. Rationalization keeps your negative emotions their respect.
Fortunately, you can do this if you learn how. alive. Rationalization and justiﬁcation always
The negative emotions of fear, self pity, envy, require that you make someone or something Realize That
jealousy, inferiority and anger are mostly else the source or cause of your problem. You No One Else is Responsible
caused by four factors. Once you identify and cast yourself in the role of the victim, and The fourth cause of negative emotions, and
remove these factors from your thinking, your you make the other person or organization the worst of all, is blaming. Imagine negative
negative emotions stop automatically. When into the oppressor or the “bad guy.” emotion as a tree. The trunk of the tree is the
your negative emotions stop, the positive propensity to blame other people for your
emotions of love, peace, joy and enthusiasm problems. Once you cut down the trunk
ﬂow in to replace them, and your whole life When your of the tree, all the fruits of the tree (all the
changes for the better, sometimes in a matter
of minutes or even seconds. negative other negative emotions) die immediately,
just as the lights go out instantly when you
emotions stop jerk the plug out of the socket that lights up
Stop Justifying the bulbs on a Christmas tree. The antidote
The ﬁrst of the four root causes of negative ... your whole for negative emotions is for you to accept
emotions is justiﬁcation. You can be
negative only as long as you can justify to
life changes complete responsibility for your situation.
You cannot say the words, “I am responsible”
yourself and others that you are entitled to be for the better, and still feel angry. The very act of accepting
angry or upset for some reason. This is why
angry people are continually explaining and
sometimes in a responsibility short-circuits and cancels
out any negative emotions you may be
elaborating on the reasons for their negative matter of minutes experiencing.
feelings. However, if you cannot justify your
negativity, you cannot be angry. or even seconds.
Refuse to Rationalize and Rise Above the Opinions of Others
Make Excuses The third cause of negative emotions is an Brian Tracy is the chairman and CEO
The second cause of negative emotions over concern or a hypersensitivity about the of Brian Tracy International. He can be
is rationalization. When you rationalize, way other people treat you. For some people, contacted at 866.300.9881, or by e-mail
you attempt to give a “socially acceptable their entire self-image is determined by the at firstname.lastname@example.org.
Step Back and
Have you ever been example, in this business it’s easy to go from
told that you needed hero to zero. We tend to get caught up in just
to step back and take a look at the bigger making the next sale rather than focusing on
picture? You don’t need to be a nuclear building customers for life.
physicist to be a big picture thinker. Any
individual in any profession can beneﬁt Thank goodness for the intuitive and broad-
from it. It’s the ability to see trends as they minded vision of the likes of Leonard
form — instead of in the rearview mirror. Kleinrock, J. Licklider, Larry Roberts,
Bob Kahn and Vint Cert, who possessed
When a dealer tells a dealership employee the mentality to “think outside the box,”
that the development of the ongoing resulting in the creation of a global network
relationship with the customer is just as from the evolutionary technology that would
— if not more — important than the proﬁt eventually become the basis for the Internet.
on the deal or the sale itself, he’s instilling Successful “big picture thinkers” have the
the bigger picture into the employee’s mind. ability to see trends as they are forming,
The underlying goal is to maximize revenue instead of in the rearview mirror.
by taking proﬁtable customers and turning
them into more loyal customers. Let’s test your ability to see the bigger
picture. Take a look at the illustration in the
There are many big picture thinkers in this middle of this page. Count the number of
world that are not leaders, but there are very squares that you see. Do you see 16, maybe
few successful leaders in this world who are 17, or even 21?
not big picture thinkers. Having the wisdom
to see the broad spectrum is a crucial element
of leadership. Becoming a big picture
thinker allows you to lead by helping you
to clearly formulate a vision for your team
and keep them on target to accomplish your
organization’s desired results. By enlarging
the window through which you see things,
you not only expand what you can see, but
what you are able to do with it. Donald
Trump once commented, “You have to think
anyway, so why not think big?”
We tend to
get caught up in In his book, Thinking for a Change, author
just making the John C. Maxwell contends that big picture
thinkers never lack ideas that can build an
next sale rather organization, and they always have hope
for a better future. Average leaders focus
than focusing on maintenance — successful leaders focus
on building on progress. A person who knows how
may always have a job; but the person who
customers knows why will always be his boss.
for life. By the way, if you saw past the obvious
and counted 30 squares through multiple
combinations that actually exist,
The expression “can’t see the forest for the congratulations.
trees” means that most people focus on the
short term. We tend to get overwhelmed by
all the little things in our workday — all Daymond Decker can be contacted at
of the trees around us — that the long- 866.507.9577, or by e-mail at
term bigger picture gets away from us. For email@example.com.
the #1 sales-improvement magazine for the automotive professional
When it comes to talking by asking questions about their past enjoyed so much on the lot or test drive.
recognizing body car buying experiences. Relate your desire
language clues from your prospective to fulﬁll their needs and to make them happy If they suddenly sit back in their chairs or
clients, you must be like a detective. You with their vehicle purchase. cross their arms, you need to brace for an
ask questions relating to their situation, their objection. Sit back yourself, relieve pressure
needs, their likes and dislikes. But it is so If you notice that your clients tend to lean and ask questions about the point you just
important that you not only listen to what on the vehicles you’re showing them or lean covered. It could be they don’t like the
they are saying and how they are saying it, against an outside wall or railing, adopt a numbers. It could just be that they don’t
but are also aware of what they’re telling similar posture of relaxation. There are times understand some of the terminology you just
you with their body language as you talk we can mirror our potential clients in order used. It’s so critical that you watch to “hear”
with them. to relate to him or her. It has been proven to what they’re saying.
be a simple method for connecting with your
In selling, body language works in both clients — a posture of common ground, if If the clients are facing you directly and
directions. You “speak” with it, using your you will. intently, following what you’re saying, even
own body language to get your message if they tilt their heads or touch their chins,
across and you “hear with your eyes” when they’re with you. They’re taking it all in.
you watch the body language of the clients. The more you look When you see these body language cues,
around and away don’t change your pacing or abruptly move
In using it to speak, for example, when on to closing. Just smoothly transition to a
you want to be listened to, make strong from the client, the test closing question directed at the more
eye contact. If you look at a person eye-to- more they’ll do favorable party, if there are two parties in the
eye, he or she will intently focus on what
you are saying. Many people in sales don’t
the same. Without decision. For example, you might say, “John,
how are you feeling about all of this so far?”
have good eye contact. The more you look that eye-to-eye If John is excited and is ready to own the
around and away from the client, the more connection, few vehicle, Mary will either go along with him
or try to slow things down with a question or
they’ll do the same. Without that eye-to-eye
connection, few sales will be made. sales will be made. comment. Either way, you’re still in charge
and moving toward the sale.
In establishing eye contact, if you have two It’s critical to your demonstration of any
people at the vehicle or at your desk, be sure vehicle to get your clients’ hands on it. Body language plays a big part in the selling
you are not giving one of them too much This includes opening and closing the process. We might not be experts in that ﬁeld,
attention — or too much eye contact. Spread doors, hatches, windows; adjusting the but by studying and trying to understand
the eye contact between both parties. In most seats and mirrors; playing with the radio or people’s emotions through body language,
cases, you need “buy in” from both parties “experiencing the sound system.” A buying we can help them overcome or work through
before a purchase decision can be made. cue is when they do it a second or third time. any areas of concern they may be having,
If you alienate one by giving too much Their actions are telling you that they’re but not expressing verbally.
attention to the other, no matter how much trying to get comfortable in the vehicle. If
they like the vehicle, they may not like you they do eventually settle, that’s a buying Mastery of body language will help you put
well enough to consummate the sale. sign. more bodies into the vehicles you sell.
What if the person does not make eye contact? What do you think the body language cue Hear how to build new clients’ trust right
What’s happening is that he or she either is if the client who is now sitting in a chair from the beginning in your initial greeting at
doesn’t like you, doesn’t like something at the table scoots their chair in closer? http://www.tomhopkins.com/ASEauto.htm.
you’ve just said, or you’ve struck a nerve What if they put their elbows on the desk or
which may have triggered a past fear. table? What’s happening is that their trust is World-renowned master sales trainer
increasing. He or she is ready to come to an Tom Hopkins is the chairman of Tom
What should you do about it? Smile. Try to agreement. It’s time to review the ﬁnancial Hopkins International. He can be
gain eye contact and reiterate the last point details of exactly what needs to happen contacted at 866.347.6148, or by e-mail
by asking if it bothers him or her. Get them for them to drive away in that vehicle they at firstname.lastname@example.org.
it’s obvious that
KevinHunt leap marks the
The Search for the Optimal making, not
Internet Marketing Mix the end.
Both statistically and anecdotally, it’s clear examine some basic principles for ﬁnding will fail. Two, it means picking the low- vital to your dealership’s Internet success ﬁnd a dealer using an independent resource. online marketing practices,” he said. “The
that many dealers are diverting portions of the perfect Internet advertising mix. hanging fruit before climbing the tree. but can be easily integrated into your Paid search can deliver a lot of leads, but ones that prove themselves will remain in
the money they had targeted for traditional dealership. They can also quickly bring in it simply doesn’t touch a big piece of the play as long as these dealers still have cars
media — radio, TV and print — to the The Secret: There’s No Secret The main beneﬁt is that the most basic sales while you craft other aspects of your population. A dealer who drops third-party to sell, and the resources to sell them.”
Internet. This makes perfect sense: Most The ﬁrst thing to emphasize: There’s no Internet marketing practices can pay off overall approach to online automotive sales. leads in favor of paid search is leaving plenty
online marketing practices offer a higher one secret recipe for success. That’s the right away, while more advanced techniques They should not be viewed as temporary or of money on the table.” With the majority of Some Reassurance
ROI along with greater certainty about its conclusion Jared Hamilton and Trevor — even if they’re perfectly implemented stop-gap measures. automotive Internet shoppers visiting third If you are disappointed that there’s no single
accuracy. What’s more, dealers are making Hill reached in making their forthcoming — may take months to gain traction. party sites during the buying process, there way to achieve the right Internet marketing
these revisions to their advertising budgets documentary, entitled The Master’s Series: Hamilton and Hill identify two practices as Principle 3: No One Lead Source are few — if any — dealers in the US who mix, take comfort in the fact that you have
with greater and greater conﬁdence, as online Automotive eCommerce. The product of no-brainers for absolutely any dealership: Represents All Potential Customers ﬁnd that paid search can give them all the room to address your dealership’s particular
marketing continues to grow in effectiveness, Accelerate Automotive, which Hamilton (1) buying third-party leads, and (2) listing This is a very important principle and sales volume that they can handle. needs and strengths.
and successful models for online marketing and Hill founded, the ﬁlm focuses on the inventory on a Web site that aggregates and underscores why you need a mix of tactics,
become more commonplace. structures and practices driving the online publishes inventory for many dealers. The not just one effort. If there were an online Principle 4: Use the Right If you are worried that the Internet seems
success of the nation’s most accomplished ﬁrst requires only a solid lead-management marketing practice that gave you effective Perspective for Evaluating Cost too complex and constantly changing, take
Look deeper into the Internet ad spend itself, dealerships. process — something you should have in access to all your potential customers, it It’s ironic. Dealers who spend, month comfort in the fact that your strategy will
however, and things become murkier. Online place, and if you don’t, you need to build would be perfectly reasonable to build after month, $500 per sale on traditional always be a work in progress, with various
marketing is an evolving ﬁeld comprised “Everywhere we looked,” says Hamilton, that as soon as possible. And, the second towards it and ultimately rely on it alone. advertising can bristle at the thought of components operating smoothly while
of many different practices — some quite “we found highly successful dealers doesn’t require anything that a well-run But the fact is that different practices capture spending half that on third-party leads. This others are still being thought out.
familiar, such as third-party leads and employing a wide range of approaches to dealership doesn’t already have. different groups of customers — something phenomenon is really just a reﬂection of
organic and paid search; others, new and not Internet marketing.” These conversations that doesn’t seem to be changing. As long how attached we can be to what’s familiar, Most importantly, if you are concerned
yet fully established, such as dealer blogging lead Hamilton and Hill to identify a number Principle 2: Remember, You’re as this is the case, its imperative that you even after it ceases making economic sense. about cost, sit down and calculate your
and customer reviews. Some dealers venture of key principles and insights into Internet Building a Strategy evaluate and choose techniques based on While it is true that generating leads via cost-per-sale for traditional advertising.
only so far into this ﬁeld, unsure of how to marketing within a dealership. The object of the game isn’t to reach the ﬁnal their ability to connect you with these your Web site can result in the lowest cost- By integrating online marketing into your
move beyond the basics; others hop from practice on the list of Internet marketing different groups. per-sale, both online sources will cost you strategy, you can reach more customers,
trend to trend without achieving real success Principle 1: Start at the Beginning practices. Instead, it’s to build a strategy 50 percent less than newspaper, television achieve greater ROI and be reminded that
with any one practice. Sounds too obvious to mention, doesn’t comprised of the practices that make sense for According to Hamilton, a common and radio advertising, and they should be things can continue to get better and better.
it? But “starting at the beginning” means your market and your dealership. This means misconception among dealers is that they can evaluated accordingly.
Moving away from traditional advertising a couple of different things, both very mastering a collection of these practices and eventually drop third-party leads in favor of
requires some courage and guidance, but important. One, it means not getting ahead making them work together, not discarding paid search and still connect with the same According to Hamilton, “The most
it’s obvious that making this leap marks the of yourself. If you dive into a complex old ones in favor of new ones. consumer base. But this isn’t the case, he successful dealerships take cost-per- Kevin Hunt is the vice president of sales
beginning of careful analysis and decision- Internet technique before establishing basic says: “The customers dealers reach through sale very seriously, and track return on for Dealix. He can be contacted by e-mail
making, not the end. In this article, we processes and a sound structure, your effort Third-party leads, for example, are not only third-party leads are the ones who prefer to investment carefully for each of their at email@example.com.
www.sellingsuccessonline.com the #1 sales-improvement magazine for the automotive professional
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
Call today to register. Seating is limited. Speakers and times subject to change. toll free: 866.739.2096 web: www.autosuccessonline.com
Making the Most of
Your Media Interview, Part 6
Tips and Checklist for Radio and Webcast Interviews
Being interviewed press release. Now that you have 5. Keep your contact list updated. As
as an expert in your been on one show, you are more you add to the list of contacts, make
ﬁeld is a great way of getting your name marketable to others, especially if sure you keep them updated with
out to the public, and it gives you the you’re on a nationwide show or on notices of what you’re up to. Contact
opportunity to educate the public on topics one in a big market. them only two or three times a year.
you are passionate about. In this series, That way, your mail is a treat.
we’ve looked at the ways to prepare for
radio and Webcast phone interviews. In this Evaluate yourself. 6. Evaluate yourself. Honestly critique
ﬁnal installment, we’ll look at what to do how you did, and write down the
after the interview is over. Honestly critique questions you were asked, especially
how you did, and if you are asked an unusual question.
Follow up After the Interview
So you’ve had a great interview. Now what?
write down the For example, I know I will be asked
if, as a body language expert, I make
You can rest on your laurels, or you can questions you were people nervous. So I have a few
use this success to your advantage. Here
are some ideas for making the most of your
asked, especially if short anecdotes about that, including
a funny story about my boyfriend.
success: you are asked an
1. Send a two- or three-sentence unusual question. 7. Ask a media coach to listen to one
thank you note (using the contact of your tapes. You’ll get better over
information you gleaned previously time by following the advice of
from e-mails). If the show went 4. Send outs bits of your recording to someone who teaches people how to
well and you have ideas for other prospects and clients, or put sound be great interviewees.
interviews, make a few suggestions, bites on your Web site. If it was a
saying you would like to talk again particularly great interview, you 8. Celebrate your success. When you’re
sometime. may want to mail copies of parts of done with your interview, treat
the recording (as long as you have yourself to something special. You
2. Consider sending a small gift to written permission from the station) have worked hard. Congratulations
your contact and the interviewer. It to other top venues with a suggestion on making the most of your media
shouldn’t be much — a book, if you that they consider booking you as interview.
have one, or a box of candy. Don’t well. Make sure you always give
include a marketing piece, let it full credit, including the name of the Patti Wood, MA, CSP is a professional
simply be a gift. Attach your business station, its location, the interviewer’s speaker, author and coach at
card with a handwritten “thanks!” name and the name of the shows. Communications Dynamics. She can be
Finally, you may want to send a copy contacted at 800.849.3651, or by e-mail
3. Mention the interview in your next to your mom. at firstname.lastname@example.org.
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What is Your Online
Value Package Proposition
You need to and it’s a heck of a lot more than just price. in sales, service and management that are
differentiate your They are armed with multiple resources available for them. Very strong, indeed.
dealership from all of the competitors that of information, from pricing, their trade,
are out there. On average, more than 87 ﬁnancing, aftermarket and other value ads. The point here is that you want to understand
percent of America goes online before they For example, please take a look at these what your value is to a customer, and clearly
ever step foot into a dealership. Web sites: be able to articulate it to them. Because if
you can’t, why in the world would you ever
Of these customers, 46 percent are visiting www.continentalaudi.com expect them to?
three to ﬁve other Web sites, and 22 percent www.crevierbmw.com
of these prospects visit seven to nine Web www.duvalhonda.com Most dealerships say the same old and exact
sites, before they ever decide on your thing that every other dealership says: “We
dealership. What do all of these Web sites have in are family owned for X years” or “we have
common? They paint a vivid picture of why a great service department,” “we have the
The average window period of an Internet to purchase from them, they talk about more lowest prices,” “we have good customer
customer is about 45 to 55 days. So, please than just price and payments. They give service,” “We are Blue Oval,” or “Blah,
think about this and what it means for your multiple upon multiple of reasons why a Blah Blah certiﬁed”…. No offense — I am
dealership. Take a look at your dealership’s person should consider their dealership. sure you are very proud of your certiﬁcation
Web site. What does it say or do to or that you are No. 1 in the region or you
differentiate yourself from your competition Let’s take a look at Continental Audi. have the highest volume in the country or
and everyone else in the market? What is On their site, they have a button that says whatever. But, do your prospects really
your unique value package? “VIP” program; when someone clicks it, care? Maybe. Maybe not. I would at least
it then tells all of the amazing things that consider what they do care about. What is
You need to understand that today’s they would receive as a valued client of that on their minds? As Covey says, “Seek ﬁrst
prospect is armed with a lot of information, dealership. to understand before being understood.”
In business, we try to strive to exceed our
Crevier BMW customers’ expectations. But, ﬁrst we need
makes it clear as to know what their wants, wishes and
day with their expectations are.
button “Why Us.”
You click that and Here are the top ﬁve reasons why people are
they build value in going online:
Crevier, not just • Price
the BMW. • Availability
Duval Honda, • They hate car salesmen, or are looking
knowing that for a different type of experience
> Scott Haynes, Penske Chevrolet and Honda
women have over • Research
70 percent buying
IMN Loyalty Driver™ is a turnkey e-marketing service that drives power for their I suggest that you create a value package
Honda products, for your Internet prospects that takes those
interest, sales and customer loyalty. Customized, trackable email
basically created things into consideration. And once you
communications provide tangible results for dealerships across
a button on the have created your online value package, post
the country. A couple of examples:
left side of their it on your Web site, create e-mail templates
• 15 test drives scheduled within the first hour after navigation for with your value package and incorporate
an IMN Loyalty Driver e-newsletter was sent. “Ladies Only.” your value package into your phone script
When someone and voicemail script. You want to make sure
• Web traffic spiked to 2.5 times its normal rate clicks that button, that you have a powerful message and that
after a dealership’s first e-newsletter. it goes on to that message is being delivered effectively.
Looking for results like these? Call 866.964.6397, ext. 214 or they value and For free examples of value packages, e-mail
email ASGSales@imninc.com. respect the female me.
Drive customers in…For sales, for life. s h o p p e r / b u y e r,
and — to make it
for those ladies
that prefer to Sean V. Bradley is the CEO and founder
work with another of Dealer Synergy. He can be contacted
female — here are at 866.893.1394, or by e-mail at
a list of females email@example.com.
Own Spider Web
Regardless of what to reach out and appeal to them through out of “mass marketing.” With social media,
you sell and to whom, different media. you reach niche markets, where people
the Internet — particularly the Web — is gather to share very focused interests, such
becoming a more critical tool to your sales Blogging as automobiles, real estate investing, home
success. You cannot simply erect a static One of the ﬁrst steps to take in order to theater, and so on.
Web site any more and expect it to begin establish yourself as a trusted resource on
generating sales. Once your Web site is up the Web is to create your own blog. A blog TV, radio, magazines, and newspapers are
and running, you need to start driving trafﬁc (short for “Web log”) is an online diary of no longer the media that rule the roost.
to it from other sites where your clients and sorts that allows you to post content simply Online video, podcasting, blogs, e-mail drip
prospective clients are likely to spend time. by ﬁlling out and submitting a form. The campaigns, Wikipedia, and Second Life are
You essentially have to weave your own blog handles all the formatting to make your the media of choice.
mini spider web on the global Web to snare content look attractive and consistent. All
clients. you have to do is supply content. To reach out to prospective clients, you
no longer run an ad on TV or in the local
It’s all about making contacts — building Several companies offer their own blogging newspaper. You get involved in online
strategic contact points on the Internet software and services that are industry- communities, such as:
wherever your clients and promising speciﬁc; for example, Blogging Systems • MySpace (www.MySpace.com)
prospects tend to gather, and then cross- (www.bloggingsystems.com) offers blogs • Facebook (www.Facebook.com)
promoting these contact points (your Web speciﬁcally for real estate professionals. • ActiveRain (www.ActiveRain.com)
sites, blogs, and social networking pages). for real estate professionals
As you spin your web within the Web, your You don’t need a premium service to set up • CarSpace (www.CarSpace.com) or
mini web begins to expand organically and maintain your blog, however. Several MotorAddicts (www.MotorAddicts.
and exponentially. The most effective companies can host your blog and provide com) for automobile aﬁcionados
salespeople create multiple participation the software you need to set it up in a
points — places where clients and prospects hurry. At Bluehost (www.bluehost.com), Tip: Your prospects and clients need to
want to interact and engage. for example, you can purchase your own feel empowered to search and ﬁnd the
domain name, such as www.yourname. information they are looking for without
Grasping the Social com, install the blogging software (using being pressured. They need interaction,
Networking Concept a tool called “Fantastico”), and have your participation, and the approval of the online
As a salesperson, you are already well blog up and running in a matter of minutes community to buy your products from you.
aware of the fact that relationships generate rather than hours. Social networking provides them with all
sales. If you have a strong reputation in this and more.
your industry as the go-to guy or gal for Promoting Your Blog
a particular service or product, you are As long as you post fresh, interesting Building Credibility and Trust
going to be much more successful than content to your blog once or twice a week, In a way, little has changed in the world of
another salesperson who is just starting out. it promotes itself. Web search engines, such sales. Salespeople have always been in the
In fact, once you have established strong as Google, automatically identify your business of selling themselves ﬁrst and their
relationships, the products and services blog and add it to their search results. As products and services second. Think about
seem to sell themselves. visitors post comments in response to your it: Would you rather purchase products and
posts, your blog naturally rises in the search services from an expert you trust or from
The same is true, and perhaps even more so, rankings and becomes more prominent. someone you never met?
on the Internet. With so many companies
and individuals peddling their products Tip: Although search engines are going to Keep this in mind when marketing yourself
and services, you can never be sure which discover your blog, you can speed up the and your products and services on the
merchants are legitimate. Some companies process by registering your blog with blog Internet, especially when you’re marketing
may be set up solely to steal credit card directories, including Technorati (at www. through social media and networking sites.
information and other sensitive data. This technorati.com) and Blogarama (www. Your goal is to establish yourself as the
is why people ﬂock to well-known online blogarama.com). trustworthy expert. Once you do that, your
merchants, such as Amazon.com, even products and services will practically sell
though they may have to pay more for the Another excellent way to promote your blog themselves.
same products. is to add links from your blog to other related
Web sites and blogs and request that they
To gain an edge on the Web, you can use offer the same courtesy to you. This not only
social networking to establish yourself as a raises your blog’s search ranking, but it also
trusted source in various online communities drives trafﬁc from other blogs to yours. Ralph R. Roberts is a nationally
that are likely to buy your product or recognized sales coach, author and ofﬁcial
service. In terms of a consumer base, these Rubbing Elbows on spokesperson for Guthy-Renker Home. He
communities are no less real than brick- Social Networking Sites can be contacted at 866.470.5181, or by e-
and-mortar communities. You simply have Social media and networking take the “mass” mail at firstname.lastname@example.org.
Tell is No Way to Sell
Questions SELL. wish I could…” Pulleezze. Snap out of it. closed behind him and a large curtain was
You have right now at your disposal the drawn across the cell so as not to give away
Better questions have radically increased same amount of time as anyone you consider his master escape.
revenues, and can redeﬁne your business. wealthy, or successful, or special: 24/7.
Here is wisdom: Selling is NOT about That’s it; you can’t get anymore time. Why Unknown to the onlookers, Houdini had
CLOSING. It’s NOT about having all aren’t you learning how to get more life and secreted away in his belt a long piece of
the ANSWERS, which can often lead to results from the time you have now? steel. Flexible, durable, practically a key
ARROGANCE (know anyone like this?). in the hands of this locksmith, and he went
Personal development is personal. And to work on the iron lock of the cell. A few
Selling today is art and science; it is commitment is the key. You personally must minutes passed and nothing. Ten, then 20
philosophy and credibility and hospitality commit to improving some of the conditions minutes and Houdini began to perspire and
and more, all rolled into what amounts to that you feel you’ve been locked into. become more frantic in his movements.
a single objective. MAKING THE SALE?
NO. It’s helping someone to buy. And while One of my favorite stories is of Harry This had never happened before. He began
most common practices in the profession of Houdini. Most everyone who has heard to question his skill, his ability. Was this
selling focus on “statements” or prepared of Houdini might think of him ﬁrst as a the one lock from which he could not free
scripts or presentations, very few focus on magician. It is less-known that Houdini himself? After almost 45 minutes, his
better questions. was actually a master locksmith. So much clothes drenched, his strength almost gone
so that he made the bold claim that no jail he could feel himself giving up. Mentally
“Let me EDUCATE you about our products cell in the world could hold him. If allowed ﬁrst, and then the fatigue becoming more
or service or quality or…” to enter in only his street clothes, it would and more physical which in turn sapped his
Ever heard this one? Ever said it? How do be but a matter of minutes before he would conﬁdence and his concentration.
you ask more engaging questions and put free himself.
the prospect at ease in the ﬁrst 30 seconds? Finally near exhaustion he collapsed against
the door of the cell — and the door opened!
More wisdom: Education is for YOU, not Personal Because, in reality, the door had never
for the prospective buyer. After 30 years
of buying and selling, I no longer have development is been locked. In Houdini’s mind, the door
was chained, bound, a fortress worthy of
the inclination or the patience of being personal. And his master skills. But, in reality, even you
EDUCATED about YOUR PRODUCT. I or I could have escaped from that cell with
want you to ask some better questions and commitment simply a push of the door.
the ultimate objective for us both should be is the key. You
to MAKE MY LIFE EASIER. What a great lesson for us all: Always to try.
personally To attempt, even in the simplest ways.
I speak and write and encourage others to must commit to And even for the most complex challenges.
become STUDENTS of life and work and Often, the simple basic fundamentals are the
your profession and (ﬁll in the blank). You improving some of answers to the biggest questions. Likewise
can engage in the learning (more) process
about most anything you want.
the conditions that the answers to the biggest questions can
be found in asking better, even smaller
you feel you’ve questions, along the way. And doing so with
My friend and legendary author and speaker
Charlie “Tremendous” Jones will tell you
been locked into. positive expectations.
it matters little what you have LEARNED, Want to ﬁnd the combination for the vault?
but what you are LEARNING is what’s So came the day a small town in the British Want to know where the treasure is buried?
most important. Whatever anyone tells you Isles had built a new facility they were Then get busy LEARNING to ask better
about the NEW economy is old by the time extremely proud of and issued the challenge questions. That’s where all the answers lie.
it’s published or makes the rounds. What’s to Houdini that they now had the cell that
important is what’s happening in the “NOW not even the great Houdini could free If you’d like my short list of UNCOMMON
Economy.” How can you win NOW? What himself from. QUESTIONS to help you get started, e-mail
are you LEARNING NOW? me at the address below.
Surprising many, he accepted the challenge
Most people can’t answer that question and the big day came. It was, for that time
because they’re too busy trying to tell you in history, a “media event” that had attracted
what they KNOW, blah, blah, blah… Be throngs of people from near and far.
still (grandma would just say SHUT UP) and Michael York is an author and
listen; you might actually learn something. At the appointed time, Harry Houdini was professional speaker. He can be
escorted under heavy guard through the contacted at 800.668.5015, or by e-mail
There is so much whining about “I’m so massive crowd and in nothing but his street at email@example.com, or
busy” and “I don’t have the time” and “I clothes he was placed in the cell, the door visit www.MichaelYork.com.
New Revenue Stream Increases Illinois
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I wish I could tell you that I was Bottom Line by $250,000 or
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work as well as it has, but I can’t. has started to get out about the “I love this new revenue stream.
results we have had. Because of It’s the best way to immedi-
Simply, this amazing new rev- this we have been receiving lots ately increase front end gross
enue stream has created results of inquiries. I have ever seen. On top of the
far exceeding my expectations gross profit increase, we have
and those of my clients as well. Because of the rush of new increased our bottom line net
Many of my private clients have clients I can only select 10 new profit from between $40,000-
seen shocking results with huge clients for the rest of the year. $60,000 per month that is
increases to their bottom lines. Because we spend lots of time directly attributed to this pro-
and effort to make sure this gram. I wish I would have had
Now here’s where it gets revenue stream is very successful the program years ago.”
even better… we can only choose 10 dealers. Seth Silger, General Manager
After having tested this new These dealerships will be select- - Ward Chrysler – Carbondale, IL
revenue stream with my private ed based upon criteria that we
clients, I am ready to roll this new have determined match the best Mark Tewart, President
profit center out to selected deal- profile for success for this new Tewart Enterprises Inc &
erships nationwide. The word revenue stream. Tewart Management Group Inc.
To Dealers Only
Call 888 2TEWART (888 283-9278) or 513 932-9526 or email us at firstname.lastname@example.org
to receive more information.
P.S. Respond by November 30 and receive my Free eBook – “How to Become a Sales Superstar”
See my article on page 33
Power Your Dealership
Through the Next Decade
In today’s the correctly targeted consumer with the right person to search out the most innovative
marketplace, we are offer works. marketing tools available. Are you employing
dealing with a smarter, more conservative the most innovative marketing measurement
consumer, and it takes being a lot more Know Your Primary Market tools available? What lists are you using for
resourceful and creative to get them to When was the last time you took a look at conquest mailings? Did you know that 24
respond. There are some powerful, creative your customer database to ﬁnd out which states have made their vehicle registration
tools that can help you turn the tide in a tough ZIP codes have been the most effective and lists available again for marketing? What do
retail climate. To tap into those powerful, produced the most return on your investment? you know about variable data marketing? Do
creative tools, start with a plan. Do you have a local ZIP code map posted on some research. It’s one of the most powerful
your wall? If you don’t, get one. Focus your marketing techniques you can use today.
Be sure you are targeting the right consumer “conquest” efforts in those areas with the Does your online marketing plan include
with the right product. Is your offer right? Did right client proﬁle. more than your Web site? The majority of
you have time to run that ad past your legal Demand New Creative consumers are now online shoppers. Is your
counsel? Is your ad compliant in the eyes of Challenge your ad agency or marketing Web site a wimpy electronic brochure, or is it
your local Attorney General? Is it compliant person to have 90 days worth of “creative” a powerful consumer sales tool?
with your manufacturer? campaigns ready for you. Again, knowing
your campaigns in advance allows you to For a list of the 24 states that have made their
Plan at Least 90 Days in Advance purchase the right inventory and adjust vehicle registration lists available again for
Sounds easy, but it takes some work. The schedules to make the most of the increased marketing, e-mail me.
actual budget is just a small part of the plan. trafﬁc. Buy a subscription to an idea source.
Call your banks. Line up innovative ﬁnance Avoid getting stuck in a rut of the “same old
terms. Sit with your used car buyer. Find out ad.” Keep your message fresh and consistent. Michael Nealy is the president at Big Ideas
what used cars sell well for you and plan Direct. He can be contacted at
your used vehicle purchases around your Utilize New Technology Tools 866.492.9373, or by e-mail at
marketing. Advertising the right vehicle to Challenge your ad agency or marketing email@example.com.
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