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AutoSuccess Apr07


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AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and …

AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses

AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing

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  • 1. AutoSuccess Best Practices Summit VI • May 15th & 16th in Las Vegas The Sales-Improvement Event of the Year Volume 5 • Issue 11
  • 2. We helped generate$99,000,000,000in used car saleslast year.Did you get your share?There’s no better way to sell cars than, and wehave the numbers to prove it. Like $99 billion in sales – that’s 1million used cars sold every month. In fact, we jump-start almosta third of all the used car sales in America. AutoTrader.combrings together more buyers and sellers, giving you morechances to put the right buyer in the right car.Call 888-249-6860 today. Make sure your share ofthese sales starts rolling off your lot. WHAT WE DO WORKS. The ultimate automotive marketplace.©2007, LLC. All Rights Reserved. “” is a registered trademark of TPI Holdings, Inc. used under exclusive license.Source: 2006 Prospect Close Rate Study, MORPACE International, Inc. Based on average used car sales price of $8,236: 2006 CNW Used Vehicle Retail Sales Projection.
  • 3. NEED AN EVENT THAT PAYS? The Hottest Do-it -Yourself SALES EVENTS IN THE NATION OUR DEALERS AVERAGE 410% MORE UPS WITH OUR EVENTSTHAN LEADING SALES. NO TEAMS, NO COMMISIONS, JUST TRAFFIC!!IN MARCH 2007, THE AVERAGE RESPONSE PER EVENT WAS 529 UPS AND HOT LEADSPOWERFUL EVENTS • REAL BIG RESULTS • REALLY INEXPENSIVE Plus, we include everything for you... Direct Mailer or Parcel • Video Sales Event Website • Balloons • Mirror TagsRegistration Cards • Incentives • Grand Prize Insurance • BDC Scripts and more! CALL FOR A FREE MARKET REPORT. The Driving Force Behind EVENT SPECIALISTS ARE STANDING BY Automotive Advertising 866-665-5504 Copyright © 2007 Turn-Key Events and it’s licensors.
  • 4. Perform at the Highest Level 8 BrianTracy Making the Most of Your Media Interview Getting the Radio or Webcast Phone Interviews 9 PattiWood Making Powerful Connections TomHopkins 10 The Spirit of Determination: Troy Aikman Ford 12 CoreyByrd Want to Sell More Online - Just Follow Your Customers Lead 14 DavidKain Common Objections and What to Do With Them 16 JeffMorrill Endless Learning - The Key to Anti-Aging 17 CraigCriswell How We Used Centralized 21 TonyRimas 12 Marketing to Quadruple Closing Ratios Believe 22 JoeShuster Listening: A Valuable Tactic for Selling to Women 26 DeliaPassi Will You Forgive Me 28 SeanWolfington Increasing Mindshare You Can’t Hit One Out of the Park With Just Awareness 29 AllenCheek The Truth is...Numbers Lie 32 DeniseRichardson Your Biggest Opportunity 33 DavidThomas ‘Breaking the Rules:’ To Serve is to Lead Part II 34 JesseBiter Customer Loyalty Starts in Fixed Operations 35 RandyMcPherson Sales and Part Inventory...What About Service Inventory Customer Pay Labor and Parts Profit Training 36 SteveLaPenta How to Keep Your Best Sales People 40 KarlaFriede What Business Are You In 41 MarkTewart Super Sizing Your Upside 42 RalphRoberts The E-Mail Capturing Machine: Employees 43 PaulLong Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist Susan Givens, Vice President Brian Balash, Sales-improvement Strategist 3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Cori Frye, Sales-improvement Strategist Louisville, Kentucky 40245 toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor facsimile: 502.588.3170 web: helping to promote... Leviticus, 8:28 And Moses took them from off their hands, and burnt them on the altar upon the burnt offering: they were consecrations for a sweet savour: it is an offering made by God is the source of all supply fire unto the LORD.AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or Subscription rate is $75 per year.AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which thismagazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction inwhole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request thatnames be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  • 5. sts fos ls ms sf fis BrianTracy sales and training solution Perform at the Highest Level The turning point in is the most powerful tool you can use to compromise on your personal dreams. Create my life came when achieve any goal you set for yourself. You your daily personal growth and development I discovered the law can move yourself from wherever you are activity schedule. of cause and effect to wherever you want to go by learning how - the great law of the others have done it before you and then by There are seven disciplines you must develop universe and human following the paths they have already blazed. if you want to achieve all that is possible fordestiny. Everything happens for a reason. Abraham Maslow said that the story of the you. You can learn these disciplines throughSuccess is not an accident. Failure is not human race is the story of men and women practice and repetition until they becomean accident, either. The people who are “selling themselves short.” Most people automatic. They are:successful in any area are usually those settle for far less than they are truly capable 1. Daily goal settingwho have learned the cause and effect of achieving. Most people create all kinds 2. Daily planning and organizingrelationship between what they want and of justifications and rationalizations for poor 3. Daily priority settinghow to get it. They then did repeatedly what performance. They convince themselves or 4. Daily concentration on your highest-other successful people did in a particular allow themselves to be convinced, on the value activitiesarea until they got the same results. flimsiest evidence, that they lack the potential 5. Daily exercise and proper nutrition and ability of other people who are doing 6. Daily learning and growthMany people delude themselves into better than they are. They settle for a mediocre 7. Daily time for the important people inthinking that they can do what failures do and existence rather than committing themselves your lifesomehow, by some miracle, get the results to breaking their own mental shackles andsuccessful people get. Even worse, they think escaping from their own mental prisons. These seven disciplines will ensure thatthey can do little or nothing at all and, by you perform at the highest level and getsome great stroke of luck, all their problems Each person has the potential to do something the greatest satisfaction and results fromwill be solved and their dreams will come wonderful with his or her life. Within every everything you do.true. This is not the way the world works. person, there is a giant waiting to comeWolfgang von Goethe once wrote, “To have out. Everyone can do much more than theymore, you must first be more.” To achieve have ever done before, if only they learnmore in your outer world, you must go to how. Create a long-term vision for yourselfwork on your inner world, on developing in the area of personal growth. Projectyourself. There is no lasting shortcut. There forward five or 10 years, and imagine that Brian Tracy is the chairman and CEOis no other way. you are developed fully in every important of Brian Tracy International. He can be part of your life. Idealize and see yourself contacted at 866.300.9881, or by e-mailPersonal and professional development as outstanding in every respect. Refuse to at SUMMIT VI BEST PRACTICES LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES YOU DON’T WANT TO MISS THIS EVENT! See more details about speakers and case studies starting on page 18 Call today to register. Seating is limited. Speakers and times subject to change. toll free: 866.432.8718 web: 8
  • 6. sts fos ls ms sf fis PattiWood Making the Most sales and training solution of Your Media Interview Getting the Radio or Webcast Phone Interviews Being in the spotlight led to more than 20 radio interviews, and Next time, we’ll look at ways to prepare to means you gain entry to mass-market magazines. give a good interview and make the most of recognition for your the opportunity. knowledge, talents 4. Offer – For Free – Something You Have or skills, and it’s a Written That They Could Use on the Air Patti Wood, MA, CSP is a professional way for you to teach For example, create a quiz with 10 things speaker, author and coach atothers about your field. In order to share people want to know about your topic and Communications Dynamics. She can beyour expertise with the public, you need to send it out to media lists. Make it short, contacted at 800.849.3651, or by e-mail at content-rich and fun. some time becoming media-savvy.If you can be dazzling in a media interviewand then learn how to follow up, you’ll findopportunities will keep knocking.Over the next few issues, we’ll be going oversome tips and checklists to help you get theinterview, prepare for the interview, handlethe set up phone call, conduct the interviewand then follow up afterwards.Getting an InterviewYou may be one of the top experts in your field,but if there is no access to information aboutyou, then you won’t be the one the media seekout when they need expert information. Hereare few ways to get your name out there wheremembers of the media can find you:1. List Yourself in the Expert Directories, WhichYou Can Find by Browsing the InternetFor example, The Yearbook Of Experts ( offers a listing in their“hard copy” bound directory and their onlinesite, as well as special online press releasesfor a yearly flat fee.2. Send Out Press ReleasesCan you link your expertise to a newsworthyevent? Are you hosting a special event? Areyou speaking at a prestigious institution? Haveyou recently written a book or an article? WhenABC and CBS radio news asked me to analyzethe body language of former congressmanGary Condit in the famous Connie Chunginterview, I followed up those interviewswith a press release to 500 media contacts. Igot 27 more interviews, most of them with anationwide listenership. Suddenly, magazinesbecame interested as well.3. Apply Your Expertise to Something NewFor years I got interviewed about politicalspeeches and interviews with politicalfigures, but I wasn’t meeting my goal of beinginterviewed by the popular magazines. Itwasn’t until I hit upon the idea of using mybody language expertise to analyze a nationalentertainment event – the Oscars – that Ireceived the national magazine coverage Iwanted. We sent out a press release saying Icould analyze the body language of the starson the red carpet or during the awards. Thatthe #1 sales-improvement magazine for the automotive professional 9
  • 7. sts fos ls ms sf fis TomHopkins sales and training solution Making Powerful Connections No matter how good want to have a good, solid relationship with service. Believe me, people talk and your you get, no matter everyone in your network. A network is no career is most definitely influenced by word- how well you master good unless you work it. Treat your network of-mouth advertising. Go out of your way your selling skills, you as you would an expensive, finely-crafted to find ways to support your network. Don’t cannot do it all alone. instrument and it will provide you with wait for someone to ask for your help. Make a Somewhere along enjoyment beyond your wildest dreams. point of contacting members of your networkthe line you will need a friend, a contact, when you don’t need anything. Just check inan introduction, someone to urge you on or Here are six ideas for maintaining a strong to see if you can be of service to them. Evensomeone just to have an understanding heart network: if there’s no particular need at that time,to listen to you. These are the primary reasons 1. Stay in Touch they’ll certainly appreciate the thought andyou need to build a network. This one is pretty obvious, but it’s also you will have further cemented a valuable where many average networkers fall down. relationship.Many people think networks are only for When an interesting bit of informationhigh-level business professionals who use comes your way, don’t just evaluate it for 4. Follow Upthem to arrange special golf outings, front- yourself, pass it along to others who may If someone in your network provides you withrow tickets to sporting or cultural events or to also benefit from it. Other ways to keep in a referred lead, handle it immediately. Then,make special introductions. I hope you’re not touch include birthdays, business or personal get back to the referrer to let them know theone of those people. anniversaries. Dropping a card in the mail, outcome and thank them a second time. sending one via e-mail or making a quickThe fact is that most people have networks, call is easy compared with how much harder 5. Maintain Your Focusbut they just don’t keep very good track of you’d have to work if you didn’t have this A network is a living entity. Once or twice athem or they don’t use them as well as they person’s knowledge and resources to draw year, evaluate the effectiveness of the peoplecould. A network is simply a group of people from. Keep an eye out for others in the news. in your group to see if you need to add morehelping each other get to where each wants Send them the clipping or at least recognize support in a particular area. If you’re all giveto go as quickly, as easily and as efficiently that you saw them. Making others feel good and get nothing back, you need to correct theas possible. strengthens your relationship. Go out of your situation or find new links for your network. way to share a meal with the key players in The opposite holds true, too. HonestlyThere are networks involving soccer moms, your network. These contacts don’t need to evaluate your own effectiveness to the othercar pool groups, church organizations, social be lengthy or take on the appearance of an group members as well.clubs, and community service groups. The obligation; in fact, spontaneity often makesmost successful people in life and in business the contact more enjoyable. The point is to 6. Make Networking an Integral Part ofkeep track of the people they meet through make the contact. Your Lifestyletheir various activities and build their own Don’t think of networking as an activitycustom networks. 2. Ask for Help to be scheduled. “Today, I will network If you’ve been good about staying in contact, all morning.” A champion realizes thatFor those of us in selling careers, a network is don’t hesitate to seek support when you need virtually every waking moment can offer ana powerful way to get to qualified prospects it. People want to help others. Asking for opportunity to use, build or assist the the least amount of time and with the assistance helps you and reinforces the fact Never hesitate to start a friendly conversationleast amount of difficulty. Beware not to that when the other party needs something, with someone. You never know where it mayfall into the trap and think of networking in you’ll be there for them. lead — to a prospect, a sale or even a newterms of receiving something from others: valuable member of your network.leads, prospects, customers, guidance, hints, When you ask for help, keep two things intechniques, or moral support. Start your mind: By making your network more successful,network by first considering others. a. Say What You Really Mean you make yourself more successful. As Phrase your request in words that allow the individuals within the network grow,Always remember this: Success is determined the other party to understand your real succeed and prospect, your range of contactsby the service you provide others, not by what needs. “We’ve just added a new line of increases. Your connections with successfulothers do to further your goals. Take some time whatchamacallits. Who do you know that people connect you with an ever-growingto carefully examine what you have to offer may need a new one?” That’s a lot more circle of more successful people. The depthsomeone in your network. What capabilities, effective than “Got any leads for me?” of your support group increases as does yourskills, information, talents, connections and access to more and more powerful resources.words of wisdom can you provide that can b. Be Polite All of this leads directly to more and morehelp build someone else’s career? Almost “I need you to help me” may be a little strong prospects.everything is useful to someone. and even border on being rude. Instead, say, “I’m in need of a little help and wasFor example, the fact that you’re on a first- wondering if you can spare a few moments” World-renowned master sales trainer Tomname basis with the owner of the local service is warmer and less demanding. Hopkins is the chairman of Tom Hopkinsstation, flower shop or antique mall may be a International. He can be contacted atvaluable asset at some point to someone in 3. Volunteer to Help 866.347.6148, or by e-mail atyour network. Just as links in a chain, you Become known for the excellence of your 10
  • 8. fs feature solution CoreyByrd Spirit of The ...we needed our employees and vendors to not only understand these values and this philosophy, but to fully embrace it. Determination: Troy Aikman FordAt Troy Aikman Ford, our goal is to But there were several steps involved with from Troy Aikman, where he personally 2. Establish CSI Accountability We spend a lot of time and effort driving than at the end of the transaction). We followcontinuously improve our people, process implementing this technology, and it started thanks them for their vehicle purchase and at All Levels traffic to our Web site which has produced these two simple rules when selling a car:and culture. As general manager, it is my with E-MAIL. introduces them to the service drive. Troy Aikman and I share the same approach an unbelievably high number of Web sitejob to ensure that we enforce Troy Aikman’sspirit - the will to win, and the will tosucceed. Collecting E-mail Addresses: 43 Percent of Customer Base 8 Increase in Overall Gross Profit $ Our loyalty programs have also contributed to customer retention: Try to do what we say we are going to do. If we do this, our CSI scores will reflect this approach. In March, our “Voice of the Customer” Score (i.e. - CSI hits. This is done through search engine optimization, effective e-mail campaigns and dealership reputation (I’ll admit that having Troy Aikman’s photo on our site also helps 1. Find a car that fits the customers’ needs 2. Make it affordable for them to purchaseWhen I was hired in the summer of 2005 In June of 2005, we had less than 100 e-mails to our increase in overall gross profit. We score) was 95 percent. We believe this was drive traffic).as the general manager, I had some big in our database. In just under two years, we believe that you must communicate with each because of our follow-up program with our My mission to ensure that we are constantlyshoes to fill and some high expectations to now have over 43% of our customer’s e-mail customer individually and create marketing customers: We believe that this approach has helped us evaluating our operations and continuouslymeet. Troy Aikman had always maintained addresses. We attribute this to three factors: campaigns to meet their unique needs. hit our numbers over the past several years. making improvements in our people, processa positive image throughout his career, and 1. E-mail Survey We were up 26 percent in sales revenue in and culture is ongoing, and upholds theit was very important that his dealership 1. E-mail Collection Accountability - For example, a person who used to be a loyal 2. Paper Letter the first two months of 2007, while the Dallas pure determination to succeed. In short, wemaintain that same image. His “brand” – the Holding service writers accountable customer and then stopped coming to the market was up only six percent. 3. Follow-up Phone Call firmly believe that that by implementingTroy Aikman Brand, was one of a positive for collecting e-mails using an E-mail dealership, needs to be treated differently loyalty programs, and by creating a cultureattitude and strong values that was so well Tracking Report which shows who is than a loyal customer. We recognize that So, how did we turn Web site hits to sales? We feel that it is extremely important to of accountability with regard to CSI and byknown throughout the Dallas area, that if collecting e-mails in the dealership. they haven’t been in the dealership in Here is our approach: survey our customers immediately after revolutionizing the car buying experience –someone made a mistake at Troy Aikman awhile – so we’ll send a piece directly to 2. We also use an “E-mail Discovery” they leave the dealership so we can address we are showing the true spirit of determinationFord, it was common for a customer to say, them to try to “win back” their business. 8 solution - finding e-mails for our any issues quickly. We send surveys to our at Troy Aikman Ford.“I’m going to take this up with Mr. Aikman.” We do this through an automated campaign Continuous E-mail Marketing customers in the DMS by their name customers as soon as we sell a vehicle orSo, it has been my No. 1 priority to ensure system. Our marketing partner sets up the We have learned that customers appreciate And while we continue to find ways to and address and continuing to search close an RO. We receive the survey results bythat we represent Troy Aikman by upholding campaigns, runs the queries and constantly monthly e-mail marketing communications improve our dealership and our numbers, for updates. e-mail in real time, which allows us to takethose values at our dealership. communicates with these customers. We from our dealership. We work with our e-mail we also continue to rely on employees and 3. Consistency and Visibility into have “rediscovered” customers who hadn’t action immediately. Through this process, marketing company (MarketView360) to vendors that portray the image and goals ofNaturally – we needed our employees and ongoing e-mail collection - Using stepped foot in our service drive in 25 we are able to identify problems, address create high-end pieces that focus on driving our dealership - the spirit, the will to win, andvendors to not only understand these values e-mail addresses to constantly months. These rediscovered customers concerns and resolve them effectively. It traffic to our Web site. They always include the will to succeed of Troy Aikman.and this philosophy, but to fully embrace it. communicate sales and service are also the ones who are more likely to has been my experience that if you resolve a a “click to call” button that allows a customerIn order to maintain the brand and create messages, so those e-mail addresses purchase a vehicle from our dealership. In customer’s problem in a timely manner, they to call us directly from the e-mail marketing Corey Byrd grew up in Houston, TX anda culture of success, we needed three key never go stale. Service and sales every message, we insert several links to our become your most loyal customers. piece. Now, the pieces are interactive and we graduated from The University of Texas atstrategies to meet our business objectives: personnel are much more likely to ask Web site which ultimately drives more traffic can encourage the customer to come by our Austin in 1993 with a B.A. He went straight for an e-mail if they know you will to our Web site (which equates to more car We have found that if you hold employees dealership and view the vehicles. into the automotive industry. He’s been 1. Implement Cutting-Edge Loyalty use those addresses to make them sales). accountable to these numbers, you will see on board at Troy Aikman since May 2005 Programs more money. an overall lift in CSI. Two years ago, we as general manager and he is now general 2. Establish CSI Accountability at All One of the best response rates comes from implemented a policy where one-third of the The “Restaurant Style” Close manager and partner. Levels 3. Revolutionize the Car Buying Experience RESULTS: No. 1 in District for First Appointment Setting # 1 our text message service reminders. We have received great customer feedback from using this form of communication. Our dealership pay of our staff is based on CSI scores. This approach has encouraged our staff to treat every customer as they would want to be Once we get them into our dealership, we continue our “hands-on approach” with the customer. We call this the “Restaurant Style” MarketView360 ( is a division of MarketQuiz. MarketView360 ✁ Our automated campaigns have contributed tries to be on the cutting-edge of technology, treated. The staff WANTS to collect e-mail approach. You know you are in a well-run helps their clients communicate to their to us being No. 1 in first appointment and we believe that using text messaging addresses of our customers so we can send restaurant when a manager walks around customers automatically and intelligently1. Cutting-Edge Loyalty Programs retainer in our district (we have an 84 communication is at the top of the list of them an e-mail survey, find the problems, and gets the pulse of his customers. Troy using e-mail, voice broadcasts, text messagingIn order for our loyalty programs to work, percent success rate at first appointment innovative marketing strategies. If someone and solve the problems before the OEM Aikman and I believe this same “Restaurant and direct mail.they needed to be on the cutting-edge of retainer). This is because we immediately wants to get a hold of me, they send me a text survey. We also believe that our high CSI Style” approach is critical in the car-buyingtechnology. We needed a solution that send a video e-mail of Troy Aikman after message. If this is true for me, wouldn’t my has contributed to our higher than average experience. Our management team will Corey Byrd is the general manager ofwould help us to effectively and intelligently someone buys a vehicle. Imagine buying a customers want to be treated the same way? It gross per car. introduce themselves at the beginning of Troy Aikman Ford in Dallas, Texas. Hecommunicate with all our customers. car and getting a video from the owner of the is the wave of the future. We only get about one the sale to let the customer know they are can be contacted at 866.469.9756, or byOur marketing partner’s multi-channel dealership introducing your service drive. complaint every two months – but ultimately accessible at any time in the transaction (rather e-mail at approach using video e-mail, We experienced strong penetration from it’s an opportunity to communicate with that 3. Revolutionize the Carvoice broadcasting and text messaging has this “intro to service” campaign. Customers customer and get them into the dealership. Buying Experiencehelped us hit several milestones by enabling for whom we don’t have an e-mail address The majority of our customers appreciate this A dealership’s Web site hits can be a hugeus to touch all of our customers. are sent a pre-recorded voice broadcast non-intrusive approach. contributor to total sales in the dealership. 12 13
  • 9. sts fos ls ms sf fis DavidKain marketing solution Want to Sell More Online - Just Follow Your Customers Lead One certain aspect managers would suggest that discrediting to schedule a test drive then we are missing of the Internet is the these online sources is not a fruitful approach. the mark and frustrating the consumer. Many fact that it is a highly It is far better to acknowledge that you would consumers suggest that their frustration with personal medium do the same thing if you were shopping for automotive shopping online is that the sales which allows the a vehicle, and that you respect the fact that person did not answer their questions. The user to customize the they were trying to gain knowledge about the Cobalt Group released a major study in 2006experience to their specific needs. Unlike vehicle they were interested in. that suggested that response times were downtelevision, which presents programming in but fewer customers were satisfied with thepreset time slots unless you have TiVo or Be glad that they visited these sites and still responses from dealers in the study becauseDVR capability, the Internet allows you to submitted a request or called you about your they did not answer their the activity you want when you want vehicle because it means your brand survivedit. When you want to watch or read the the first cut in the shopping process and is It is important to remember that not everynews, you may do so at the time you prefer still under consideration. I like to use the online shopper is looking for a price quote.through a multitude of sources. If you want phrase, “Great, I am glad you were wise and With used vehicles, most listings alreadyentertainment, you can watch videos or read used those sources to learn more about the provide a selling price and the typicalstories; if you want to view sports or study vehicle. Please bring that information with questions are “do you still have it?” andhistory, you can do so with just a few clicks. you when you come in for your appointment “does it have the options I am looking for?”The Internet has become what I like to call and we can go over it together.” The key When you receive an electronic lead, be“MeTV.” The Internet user has all the options is to use the information to your advantage sure to read the details and then go onlineand freely exercises them. No more do they and get the customer to come in to the and follow the path that your customerhave to wait for “details at 11.” dealership. You would be surprised at the took so you can understand what prompted quality of the information on these sites if them to click submit. This will give you theFollowing Your Customers Lead you clicked around on them yourself and, knowledge you need to formulate a customerUnderstanding and respecting how more surprising, is the fact that they actually focused response that meets their needs and,automotive shoppers use the Internet will price vehicles at a level that most dealers ultimately, meets your needs. This can begive you a tremendous advantage when you would be glad to accept. Some dealers use done in a matter of seconds and will makerespond to their inquiry. Web site statistics the Kelley Blue Book or Edmunds price as you stand out in the crowd of other saleswill show that most automotive prospects an advantage and let the customer know their people who may not be willing to understandshop for vehicles using a variety of sources, vehicles are in line with these online sources. what the customer is asking.but most customers eventually touch base What is most important is that you do notwith the leading consumer education Web just dismiss these sources as irrelevant and The Internet provides many clues for salessites. These consumer education Web sites inaccurate because most online shoppers people if they are willing to use them. I usedare set up to provide automotive shoppers appreciate what they offer and if you talk bad to ask my customers to “tell me how you likewith all the information they need to make about them it only hurts your opportunity. to purchase a vehicle and then I will meetinformed buying decisions. your needs.” This worked more often than Where Did the Lead Come From? not and allowed them to know that I had theirOften times, I hear sales people criticize When responding to a lead that came in via best interest in mind. The Internet shopper isshoppers for visiting these sites, and the Web, one of the first things you need to telling you what is most important to themsometimes the reaction, even to the customer check is where it came from. This important with their online shopping path and all youby phone or in person, is that the sites are not step will allow you to understand what was need to do is take a few moments to researchcredible and the information they provide on your prospect’s mind when they clicked their clicks. Give it a try next time. I promiseis not correct. Before there was the Internet the submit key and sent their personal it will help you sell more vehicles.there were banks, credit unions, libraries, contact information your way. I like to findconsumer magazines and even “advisors.” out if they clicked “request a quote,” “more David Kain is the automotive InternetAll of these sources provided insight to the information,” “value my trade,” “schedule a training specialist at Kain Automotive, Inc.consumer to assist them the same way the test drive,” or even “make an offer” because He can be contacted at 800.385.0095, or byInternet sources do today. My experience and it determines how I respond. If we respond e-mail at, orthe experience of many successful Internet with a price quote to someone who wanted visit 14
  • 10. sts fos ls ms sf fis JeffMorrill sales and training solution Common Objections and What to Do With Them Here’s the technique, 2. Ask questions to understand the objection. the gap between our monthly payment and with the example “I “When you say that you want to think about your monthly budget, would that allow you want to think about it”: it, what will you be considering?” to write an order with us today?” 1. Acknowledge. “I can 3. Isolate the objection. “Other than the cost, Suggestions for Other Common Objections: understand why you is there any other reason that would hold youfeel the need to think on it overnight. Buying back from writing an order with us today?” 1. This is the first place I’ve looked and Ia car is a big purchase and, if I were you, I don’t want to rush in. “If you lost your keyswouldn’t want to make a mistake.” 4. Be a problem solver. “If we could narrow and you found them in the first place you looked, would you keep looking? (Thanks to Joe Verde, the Jedi Master, for this one.) COMMUNICATE WITH 2. I need a day to consider all this. “It sounds like what you’re saying is that you want to own the car but you don’t want to wake YOUR CUSTOMERS up and feel bad about it tomorrow. What could we do today so you didn’t feel bad tomorrow?” EASILY AND EFFECTIVELY 3. I just need to think about it. “Most everybody feels anxiety when they’re on the With Marketview360’s innovative and emerging applications: edge of a big decision. One of the reasons I’m • Target Mail here is to help you work through the anxiety today so you can begin enjoying your new • Target Voice car and end all the worrying about what to • Target Text do. What’s on your mind? What would make you feel more comfortable? • Target Email 4. I need to check with my credit union. • Email Discovery and more… “What do you need to check on? We have much of that information here, and excellent THIS MONTH TAKE ADVANTAGE OF EMAIL financing through a variety of lenders. With DISCOVERY AT A SPECIAL DISCOUNT. that information, would you be able to write an order with us?” WORK SMARTER, MARKET SMARTER Tips: 1. Let the customer talk, listen carefully and ask clarifying questions. It’s much easier to The Most Intelligent Multi-channel Marketing System On The Planet solve a price objection, for instance, if you know whether you have a new car price 1.866.591.4238 issue, a trade issue or a payment issue. 2. Remember that it takes multiple closing questions before most customers finally agree to buy, so don’t be afraid to be professionally persistent. If someone just took two hours of your time, you’re entitled to some answers about why they don’t feel comfortable buying yet. 3. After you overcome an objection, ask for the order. Don’t wait for the customer to come up with additional objections. Jeff Morrill is co-owner of Planet Subaru in Hanover, Mass., and Planet Chrysler Jeep Dodge in Franklin, Mass. He can be contacted at 866.872.8699, or by e-mail at 16
  • 11. sts fos ls ms sf fis CraigCriswell sales and training solution Endless Learning - The Key to Anti-Aging Never stopping the effects on the brain were inevitable. learning process, However, these recent findings offer always keeping the hope to maintaining lifelong mental mind open to new health. The Alzheimer’s Association ideas and keeping that now sponsors “Maintain Your Brain” thirst for discovering workshops throughout the country,something new could be a key to staying encouraging people to stay physicallyyoung. There are numerous articles and and intellectually active. The workshopstudies out now validating this very idea. advises people to “enroll in courses at your local adult education center, The degeneration of the brain is far from community college or other community inevitable. “Its design features are such group.” that it should continue to function for Ongoing Learning Increases Longevity, a lifetime,” says Zaven Khachaturian, Gabby Hyman Ph.D., director of the Alzheimer’s Association’s Ronald and Nancy One should never stop learning. Keeping Reagan Research Institute. . . So what’s your mind open to options does not mean you the secret to keeping our brains agile have to take every thought and act upon it. and fit? Activity seems to be the key. But by spending the time, effort and money In fact, mental and physical challenges to learn, to educate oneself on the new and are both strongly connected to cerebral different will allow for more intelligent fitness. Education also seems to enhance decisions about the direction to take. Chance brain function. favors the prepared mind. One can research Making our Minds Last, Katherine new ideas, new ways of doing business, new Grieder, Jill Niemark, Psychology methods for attacking everyday challenges Today so that when an opportunity does present itself, they will be ready. The brain is like a muscle: Use it or lose it. Today’s research offers evidence Think about how this applies to your showing that taking steps to protect your business. If you have reached a sense of brain can prevent a decreased memory comfort in your position or your business it and slowed wit. Mental exercise is may keep you from learning and expanding. crucial. It begins when parents read to Remember, chance favors the prepared their children. But it is never too late to mind. stimulate the brain. Medical World Search, Ifay Chang, As an example, what do you know about the Ph.D following Internet marketing topics: • Blogging – Do you blog? Maybe youHow often in the automotive world have we should.become complacent in our belief we have • Podcasting – Ready for primetime?a thorough knowledge of our business? Do • RSS Feeds – The wick has been lit.we challenge ourselves by trying to learn • Viral Marketing – One to many, notmore about that which is unfamiliar to us one to one.– such as uses for the Internet, how an online • White Hat – An ethical hacker?customer thinks, what it takes to be at the topof a search engine or a myriad of other topics Find an Internet topic, an online skill, anrelated to the new online world? area of virtual knowledge unfamiliar to you and do the research to learn more about it. Education may be the long-sought-after Expand your mind and keep yourself young. fountain of youth. After decades of studies, researchers continue to find that those who keep their minds engaged in active education live longer and stave Craig Criswell is the Internet director for off the ravages of aging, such as memory O’Rielly Chevrolet in Tucson, AZ and the loss and lethargy. . . Only two decades president of Internet Certified Dealer. He ago, most physicians and researchers can be contacted at 866.440.4301, or by e- felt that aging and its deleterious mail at #1 sales-improvement magazine for the automotive professional 17
  • 12. SUMMIT VI BEST PRACTICESLEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES Todd Bennett - General Manager, Bruce Bennett Nissan Red McCombs Automotive Group - Tony Rimas Connecticut’s #1 volume Nissan Dealer will share best practices for BDC process, Internet process, sales process, You will learn how to expand your Internet department through creative inventory presentation, strategic pricing, and the best trained sales and service team, customer relationships and a passion for making money. Nissan Owner aggregation techniques. Then convert this added demand to sales through tactical lead allocation, superior staffing First Award dealer since 2000 and three times in that time period won the most prestigious Circle of Excellence and recruiting. Last, you will be advised on vendor selection to satisfy your dealership and market needs. award both based on customer satisfaction. We have out sold every Nissan dealer in Connecticut, and the surrounding New York counties for the last 4 years doing business out of Georgetown, Connecticut. I will show you how we do it and answer your questions. David Thomas - Owner, Subaru of Dallas Vice President of Sales, BZ Results - Eric Stuttz Power Prospecting covers 4 key areas. The 4 W’s...When, What, Who and Where, to effectively prospect in Sell more cars, keep more customers PROFITABLY! You will learn how to use technology and training that today’s super competitive market. When is the best, most effective time to contact a prospect, a be back, and/or a works together to attract, sell and keep customers loyal to the dealership. I will talk about systems that include referral for maximum results. There is a right and a wrong time to call a prospect! What is the most effective style automated marketing tools for direct mail, bulk e-mail, multi-media e-mails, automated phone campaigns, Web and way to communicate as well as tips to get past the “gatekeepers”. Who are our best prospects, and how to site development, virtual test drives, and marketing campaigns that include high-end custom presentations that identify them and their sphere of influence, who has the best chance of buying from you? Where do we get our highlight the reasons why your customers should be doing business with you instead of the competition. These best prospects and referral opportunities? Where are they working, dining, living and relaxing? Where will your systems will help dealers customize their business plan, strategy, people and processes to ensure that the system time be best spent? Now that the Internet has changed our entire business model, we must get back to some gets the results they want. “grass roots marketing” to stay competitive. I preach the basics. This coupled with an effective Internet strategy will keep your sales growing. Joe Shuster - General Manager, Hillside Honda in Queens, New York Co-founder and Chairman, vAuto - Dale Pollak A dominant BDC is one of the best tools your dealership can have to pull customers into your showroom and Every dealer knows a car bought right is a car half sold. Dale will discuss the methods many of the most increase your bottom line. Joe Shuster, general manager of the highly successful Hillside Honda of Queens, New successful dealerships across America have used to improve pre-owned vehicle department profitability. This York, will discuss how he and his staff have implemented Hillside’s business development system, and what kind session will illustrate the underlying principle that profit is dependent on turn, and turn is sensitive to “equity” or how of growth it has generated. Joe will discuss the importance of your BDC, how to implement a BDC quickly and you own your vehicles. By managing equity, pre-owned inventory turn will increase. effectively, hiring and training the right people for your BDC and setting up the proper processes and systems to Dale will discuss the importance of financial awareness during the acquisition, wholesale disposition, give your dealership and edge over your competitors. reconditioning, pricing and desking processes along with three killer strategies for improving pre-owned sales in the internet era. In this session you will learn how to: Apply financial discipline; Price for today’s consumer; Adopt cutting-edge merchandising techniques. Attend this session and you’ll never manage age again. Call today to register. Seating is limited. Speakers and times subject to change. toll free: 866.432.8718 web:
  • 13. SUMMIT VI BEST PRACTICESLEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES Howard Polirer - Director of Industry Relations, Director of industry relations,, Howard Polirer will teach you how to market and sell more cars online in this Best Practices Summit VI workshop. It’s time to get back into the car business. Don’t let technology dictate how you do your business, rather let technology help you to sell more cars and make more money. Today’s consumers are all considered Internet consumers and are armed with more information. However, if they can’t see your cars online, they won’t click on them. And if they don’t click on them, they won’t buy them. It’s time to get online. Advertising online is less expensive, but that doesn’t mean you need to abandon all other mediums. Take a holistic approach – when advertising in newspapers, TV or radio, be sure to direct consumers to your online, virtual showroom. It’s time to move shoppers from your virtual showroom to your real showroom. After all, people still buy cars from people. Entice shoppers through your ads – use multiple photos, tell the car’s story through ad copy, and include an action item. Use measurement tools like a Webtrends report to evaluate the clicks on your inventory or the activity on your site. This Best Practices Summit VI will teach you about today’s consumer, incorporating the Internet in your advertising mix, your in-store processes, and how to sell more cars and make more money. Michael York - Author and Professional Speaker Welcome to the most sophisticated marketplace the world has ever known! How will you win? In this “show” you’ll find out why MOTIVATION is one of the biggest wastes of time and energy for selling organizations, and what you should be focused on to win. Plus…Why sales training doesn’t work! The “BIG LIE” of selling! The 3 WAYS to grow YOUR selling revenues! Why so many talented people are BROKE and what to do about it! Why “time management” is a waste of time! Why 98 percent of sales people don’t really know how to set goals (until NOW)! Why “informal education” is available to EVERYONE who wants to win! And what does BECOMING UNCOMMON really mean? Find out why COMMON is well, common. And how you and your organization can stand out in this economy as UNCOMMON simply by doing a few things better than you are now! Don’t miss this session packed with UNCOMMON wisdom as only the entertaining MICHAEL YORK can deliver it! Bryan Hopkins - BDC/Internet Director, Hare Auto Group You will learn how the Hare Auto Group in one month increased Internet sales 438 percent. Sales went from 18 to 79 in one month. You will learn how Hare increased its closing ratio from 7 percent to 15 percent in just that one month. You will learn how Hare Auto uses a well-trained and dedicated Internet staff to set appointments on 28 percent of its leads. You will learn how builds value in their products and dealership, generating a 53 percent close ratio on appointments that show. You will learn strategies on how to keep customers on your Web site and how to generate leads from customers from your Web site. You will learn how to find your best Internet process, and create a process-driven team. You will learn the importance of having daily, weekly, and monthly goals. You will learn how to increase your lead conversion rates from your Web site. You will learn how to customize your Web site to your market conditions. How to use innovative technology to identify, attract and retain loyal customers. How to use your Virtual Dealership to create a profit center from sales to F&I to service and parts. Learn how to use your Web site to help increase your sales and service CSI. toll free: 866.432.8718 web:
  • 14. sts fos ls ms sf fis TonyRimas marketing solution How We Used Centralized Marketing to Quadruple Closing Ratios Red McCombs effectiveness of each medium and campaign, capabilities. We can easily identify which is capitalizing on deliver a consistent advertising message in tactics are attracting the most visitors and centralized marketing all of our ad copy, and, most importantly, whether or not the visitors request additional strategies to increase we were able to reduce advertising costs. information and eventually enter the buying closing ratios from Our newspaper, television, radio and direct process. With our fully automated CRM three percent up to 19 mail campaigns now include our URL as the BuzzTrak tool, we are able to integrate andpercent and to sell up to 500 online vehicles per primary point of contact. Through our web of measure all of our marketing mediums andmonth. With the evolution of both marketing microsites and landing pages, we are able to centralize the entire process.and technology, Red McCombs needed to find channel and direct consumers to our Web sitea means to leverage the full potential of both in which enables us to more effectively analyze All dealerships, regardless of size, are driven byorder to maintain our top position in our region. and manage our leads. We also enhanced the need to maintain a competitive edge and toThere were many reasons for our dealership to our search marketing campaigns, and have more profitably manage customer interactionconsolidate our marketing strategies in order to seen immediate and significant results. By and customer experience. By centralizing all ofcreate a centralized marketing approach. With centralizing our marketing strategies we are our marketing mediums, we channeled all leadsthe help of our digital marketing consultants, able to measure and track results and ROI of to our Web site marketing hub, RedMcCombs.Red McCombs was able to customize a marketing with our CRM lead management com, to effectively manage, measure and trackcentralized approach that incorporated the tool. We have seen an increase in traffic, but their profitability while reducing advertisingtraditional media of advertising along with our most importantly an increase in the amount costs. Our digital marketing system, workingeCommerce strategy. of visitors we are converting to leads and with our traditional marketing, continues to subsequently into sales. provide Red McCombs with everything weThis strategy was the solution for Red need to attract, sell and keep loyal customers.McCombs to efficiently manage and measure With our management tool we are able to The proof is in our results.our marketing campaigns. Centralized effectively track all of our advertising effortsmarketing provides a central point of by assigning a unique toll-free number to all Tony Rimas is the eCommerce director atconnection between marketing efforts and advertising campaigns. Each campaign is Red McCombs. He can be contacted atsales. By centralizing our marketing strategy, assigned a unique tracking number, which 866.439.4672, or by e-mail atwe were able to accurately track and measure provides us with instant tracking and reporting #1 sales-improvement magazine for the automotive professional 21
  • 15. sts fos ls ms sf fis leadership solution JoeShuster Believe About 10 years ago, were successful, you understand the concept for them. It’s your responsibility to convey I had the opportunity of believing: believing in yourself, in your that to them, and if you can’t, you won’t lead to catch up with my team and in the philosophy. for long. I believe one of the reasons Hillside high school basketball has bucked many trends over the years is coach. We had a great Every business book I have ever read has because of our family-type environment. time reminiscing about described the best investment you can make is People in this store care for each other andgreat victories, tough losses and the team investing in yourself. At Hillside Honda, we do what they can to be helpful.that to this day has a special place in my stress that daily. There is no stock, property,heart. We talked for a good hour or so before mutual fund or anything else that can Finally, believing in the system is especiallymy coach asked me a question that made me outperform you. At Hillside we stress mind, important when it comes to your career. Atthink. He asked me what the most important body and soul. Are you feeding your head Hillside Honda our daily training includeslesson I learned was from playing with that with good information, or are you caught up sales philosophy training. Over the years,team. I’ve never been one to be tongue-tied worrying about everyone else’s business? I have heard many retail automobile salesbut I was thrown off a bit. After careful Are you reading positive material so you people and leaders referring to the “tirethought, I answered, “to win.” I did not fully can move forward in life, professionally and kicker.” After 16 years in this business,understand then but I could tell the answer personally? Are you taking care of your I still can honestly say I have not met thisdidn’t satisfy my coach. body - exercising daily, feeding it good person. At Hillside Honda we stress and stuff, not smoking, drinking, using drugs, train, people come to this store for oneThere are a lot of ingredients involved in etc.? The body has been compared to a reason and one reason only: to find a saleswinning. At Hillside Honda, one of our keys temple, and I like that analogy. Finally, your person to sell them a car. That’s it - not toto success is our belief system. The store soul - are you a happy individual, are your look, not to tire you out and not to wastehas a tremendous history and a winning relationships pure, are you an individual your time. They are looking for someonetrack record. Training is a religion at that can sleep comfortably at night because to sell them the car they want. In addition,Hillside Honda. So much so, many talented you know you’ve conducted yourself as a our daily training reminds retail automobileindividuals have gone on and graduated from gentleman or lady? Are your relationships sales people that customers come here 99this system to become leaders throughout the with your wife, husband, kids, family and percent of the time because they want a car,industry. The philosophy of believing is a friends healthy and positive, or are they filled not need a car. The American public lovesthree-part initiative. If you have ever played with problems, lies and deceit? Life is too automobiles. That knowledge is extremelyteam sports in high school or college and short to live this way. Invest in you on every important for sale reps to know but, more level. At Hillside Honda we firmly believe it importantly, to understand. Understanding is our responsibility to stress that there is no that and believing in the system your leaders better investment than the one you make in have set up will do you wonders. yourself. Hillside Honda is a great place to learn, I loved playing team ball because it taught make money and enjoy the car business. In me that I needed people in my life to win. As addition, it’s the belief of the leaders in our a retail automobile sales man, believing in corporation that makes sure that everyone the leadership is paramount to your success. understands what the best investment is, how At Hillside Honda, we are fortunate that the important teammates are and the positive sales reps understand that management’s sole philosophy that guides us every day. function is to help them. I recently told one of my newest leaders in the sales department that sales people have to feel that you care Joe Shuster is the general manager about them. They have to know that you will of Hillside Honda, located in Queens,From left to right - Jeremy Abramson, Sales protect them, assist them and are there for New York. He can be contacted atManager; Joe Shuster, General Manager; them when they need you. It’s imperative; 866.440.3445, or by e-mail atand Peter Petito, Sales Manager they have to know you would lay it down Muzak? Come on...get SIRIUS! BUSINESS 69 channels from just $24.95 per month. 800.741.AMTC(2682) No commercials. No contract. 22
  • 16. sts fos ls ms sf fis DeliaPassi sales and training solution Listening: A Valuable Tactic for Selling to Women Most women say that when a woman believes you are there and to do with a female customer is to make her nobody listens to that you really hear her, you might just get feel that she is unquestionably being heard; them. To some extent, her business for life - and that of her friends even the perception that you are listening is this is literally true. and family, too. a start. Responsive listening is what women Research on cross- will do with other women to say, “I’m there” gender conversation Listen Up: Getting the Information You Need or “I’m with you.” It is useful with men, too,routinely finds that men introduce most of Follow Her Feelings especially because it gives them somethingthe “successful” topics, while women play Her reasons for watching the price tag tell to do while listening. It will keep them fromthe supporting role of keeping that subject you this is one busy woman - a working mom doing the wrong things they might wantalive. That means, at least most of the time, who feels pressure to perform financially in to do, like interrupt or jump the gun to themen talk and women listen. her business and be an extra-caring wife to a solution before she is finished explaining the sick spouse. Her house is under construction situation.It may also be stated that the pattern will - her routine is disrupted, there is a lot tohold, no matter where or who the woman decide. Her kids are growing up, moving on It is easy – and, most importantly, it Even women who outrank men - female - big changes, a new chapter. Imagine how To start, use simple supportive gestures likeexecutives, female business owners, female impressed she will be if you can relate your smiling or nodding every once in awhile.principals or a stay-at-home mom who product to reducing her stress, simplifying her This tells her you are there with her, takingemploys someone to do work around the life and helping her to manage and maintain time, and digesting what she feeds you. It alsohouse - every woman will generally find normality. Hear and understand her need for sends a second crucial message: approval.herself expected to be the polite listener product efficiency and high-performance Research shows that approving gestures helprather than the take-charge talker. in light of her full plate. If you deliver the everyone to open up, and a woman who is value proposition from that standpoint, she is seeking reassurance is sure to respond whenThere is even more to it than that. When a sure to feel the fit. you make the effort.woman says nobody listens to her, what shealso means is she does not feel heard. She Think Feelings Roll out some reassuring phrases. Sure betsdoes not feel understood. Communication A woman is not as compartmentalized as include:styles can vary so widely that many men tell your average man. Her feelings are often • “If I understand you correctly…”me they literally struggle to follow women part of her thoughts, and that is a crucial • “That’s interesting, tell me more.”when they talk. She may veer off topic, his linkage. Listen for feeling words, emotional • “I see.”mind may wander or he just does not grasp states, loaded terms: stranded, furious, • “Go on.”where the conversation is going. disappointment, confusing, scam. These • “What else?” are the signposts that tell you where she isIf, as a sales person, you are not listening to a coming from and where you should go. Another no-sweat step that delivers stellarfemale customer it is probably because: returns is paraphrasing. Some people may 1. You assume you already understand Think Relationships think it is just restating the obvious. What her requirements, so you can block out She does. Do not try to impress her with facts could be more obvious than repeating what what she is saying; or and figures; on their own, out of context, she just said? But women feel reassured and 2. You are concentrating on your own sheer logistics will probably backfire. Relate supported when they know you are really agenda, which pulls your focus away your product or service to the people in her listening, and paraphrasing is an easy way from her dialogue. This makes it life; you have been listening, so you know to prove it to them. In addition, restating the difficult to follow her train of thought who they are. That will help her really see main points will help you make sure you are and, consequently, her needs and the value of the product you are trying to really getting the entire picture. wants. sell. Remember: Women buy by consensus - andWhatever the reason, women tend to have Think Context they talk along those lines as well. Theyfiner-tuned social perceptions than men. Sure, you are selling products and services even want the people they purchase from toThey usually notice if you have logged off for what she needs to get done. But to seal be part of their team. But nobody likes to beor if your attention is drifting away. And the deal, sell to what she needs to make her told what to do. Women especially do notthat will often lead to frustration and doubts life better. If you can speak to her life and like it when men swoop in and want to solveabout your ability to seal the deal. sell to be a positive part of it, then you are all their problems. sure to get repeat business from her.The upside is that the fix is fairly easy. Do So be a collaborator. And listen, listen - andnot interrupt. Do not “mind read” her needs. Not to Be Missed: Showing Her You then listen some more.Do not try to solve all her problems. Just Are Listeningstay calm and let her lead the conversation. Men especially like to do things, but beRefocus on whatever it is that she is saying. careful. There are many things a sales person Delia Passi is the president and CEO atYour job is to be ready, willing and able to can do to blow the sale - talking too much MedeliaCommunications. She can beadjust your footing to hear her out. In the or too soon, trying to fix things or pushing contacted at 866.883.4953, or by e-mail atend, you will be very glad you did. Because too hard or too aggressively. The first thing 26
  • 17. sts fos ls ms sf fis SeanWolfington leadership solution Will You Forgive Me These might be four declaration that we are flawed, exposing our Unfortunately we live in a society that has of the most difficult own vulnerability. We find it much easier become corrupt with self-centeredness and words in the world to to judge and find fault in others than to take self-gratification, and, in fact, promotes and speak sincerely: Will ownership of our own failings. Although condones this type of attitude. Even though you forgive me? They the ability to seek forgiveness may be one our culture does not encourage the concept certainly are not words of the most challenging virtues to practice, of seeking forgiveness, the good news is thatwe hear very often in our fast-paced and it is important to remember that it is in our the value of this attribute can be modeledhighly competitive industry. weakness that we are made strong. No leader within your organization to promote healthy can continue to mature and grow without first relationships that will build and promote theWe generally think of forgiveness as a process recognizing his/her own flawed humanity. self esteem of all your colleagues. This willof releasing feelings of anger or resentment The act of seeking forgiveness involves the create an environment where employees seektoward another, but quite often we are not humble giving of something to the person that to improve and thrive, which will, no doubt,the victim - but the offender. We live in a you have offended - not something that can be trickle down to the service of the dealership’sworld that revolves around our relationships measured materially, but the gift of the belief customers, fostering their respect and loyalty.with others. Because of the fragile nature of that they themselves are valued and therebythe human heart, it is virtually impossible able to forgive. The human person innately longs to be loved,to think that we will never offend someone, valued and esteemed. May we continuallyintentionally or not. When we hurt or offend Because of the common stresses of everyday recognize this need in others as we seeksomeone, it is necessary to offer some form life that we all encounter with regard to family forgiveness for our transgressions, therebyof acknowledgement and apology, not only matters, financial obligations and the high assisting others in their ultimate journey tofor the benefit of the person who has been demands of our professions, we sometimes seek and find the transcendent presence ofoffended, but for ourselves as well. allow ourselves to become indifferent to our love and forgiveness within their own hearts. offenses against those with whom we relateWhy is it so difficult to ask for forgiveness? and the subsequent consequence of pain that Sean Wolfington is the general manager ofThe ability to seek forgiveness from another afflicts those persons we encounter. Often, an ADP Company. He caninvolves acknowledging our own weaknesses our pride gets in the way, rendering us prone be contacted at 866.802.5753, or by e-mailwhich, therefore, makes an implied to make excuses or to justify ourselves. at CREDIT REPORTS LEAD SOLUTIONS COMPLIANCE TOOLS ID VERIFICATION Lead Prospector Solutions Know ‘em. Reach ‘em. Close ‘em. First Advantage CREDCO, the leading provider of specialized credit reports, offers Lead Prospector Solutions – a powerful suite of lead generation tools. From highly-motivated bankruptcy and subprime leads, to targeted demographic and Internet leads, we have a leads solution for every prospect so you can close more deals! Call your CREDCO Lead Specialist today! 866.745.2485 • Lead Prospector BE FIRST BANKRUPTCY to reach highly-motivated consumers! 28
  • 18. sts fos ls ms sf fis AllenCheek marketing solution Increasing Mindshare You Can’t Hit One Out of the Park With Just Awareness Building brand instance, familiarity becomes the cornerstone awareness in itself of the value proposition. does not increase your market share or allow Here’s an illustration to showcase these you to close more differences. In January 2007, JP Morgan deals. When a company conducted a North America Equity Researchstrives to increase awareness levels, the intent where they surveyed 1,100 consumers tois typically to gain mindshare that ultimately gauge overall spending behaviors for 2006.leads to a buying decision in their favor. Specifically, they wanted to evaluate theSuccessful results depend on a multi-step newly launched product Google Checkoutprocess, and you can’t hit one out of the park against Pay Pal. The findings from the surveyjust by simply increasing brand awareness. concluded that Google Checkout penetrated only six percent of the consumers comparedBuilding brand awareness is really the initial to PayPal at 42 percent. The study concludedingredient to the buying decision. The buying that Google’s aggressive promotion led to alifecycle is a multi-step process that includes respectable launch for its first year operation.awareness, familiarity, interest, consideration My point is, as strong as the name “Google”and ultimately the decision. is in the market (its stock price ranges around $455 per share), its new product checkout isIt’s essential to test these levels with your just gaining ground. As noted earlier in theprospective customer base. Unfortunately, survey findings, “their aggressive promotionsthere is no crystal ball; however, these levels and discounting spurred the respectablecan be measured by incorporating a sound launch.” This again reinforces that even themarket research approach. By asking the right corporate giants have to expend efforts toquestions, you can evaluate un-aided recall get their prospects familiar with services – itlevels (awareness) and measure familiarity takes more than a strong company name tolevels with services currently offered. You get market share.might be surprised with the results. In fact,these findings may become the cornerstone The prospective customer must haveof re-evaluating your marketing collaterals. familiarity with the product or service,Are you presenting the right message that’s benefits gained and how the value outweighsimportant to your prospective customers? the price, which is far from just awareness.As an added benefit, in many cases you Plain and simple, this doesn’t just come byactually “smoke out” other services or the ability to recall your name. What leadsbenefits desired by customers that you are to a buying decision is your prospect havingnot currently providing. This in itself opens a keen understanding of your product orup new opportunities. service and how it’s going to benefit or solve a problem for them – it’s got to provide realThe first two ingredients - awareness and value that justifies and/or outweighs the price.familiarity - are the focus of this discussion. By that, I’m not specifically referring to theA successful execution of both may lead to lowest price. In fact, as stated many times byclosing more deals. First of all, it’s essential Zig Ziglar, “good things are rarely cheap andto increase familiarity levels of our product cheap things are seldom good.”or services. The wider the gap betweenawareness and familiarity levels, the greater Don’t leave your understanding of awarenessrisk of lost sales opportunities. Increasing and familiarity levels up to guesswork, yourthe familiarity level is a key fundamental gut feeling or chance; it’s too important.step to increase a prospective customer’s Applying a sound market research approachconsideration of your product or service, as will give you the competitive edge to increaseit typically takes more than just your name to customer mindshare that will infinitely leadclose a deal. to more sales opportunities. You can’t hit one out of the park with just awareness, butTo clarify, there are distinct differences if you close the gap between awareness andbetween awareness and familiarity. A familiarity levels it will get you on the way toprospect may be cognizant of who you are closing more deals.and what you do, but familiarity is driven bythorough knowledge of services and benefits Allen Cheek is the president ofgained. In most cases, a prospect accepts CLARITY OMS. He can be contacted atyour offer only after the realization that the 866.611.0998, or by e-mail atvalue proposition exceeds the price. In this #1 sales-improvement magazine for the automotive professional 29
  • 19. TIRED OF THE SAME OLD SALES EVENTS?If you like the idea of 1,000 plus sales calls in one Light up your phones.week......CALL NOW! Fill your showroom. Deliver vehicles.If you like a proven process in place to appoint thistraffic......CALL NOW! CALL NOW!If you like a closer on-site to turn this traffic into 800.716.1623 sales@impactdirect. comdeliveries......CALL NOW! www.impactdirect.comIf you like to retain 100% of YOUR Gross Profit during O%the event......CALL NOW! of YOUR We charge Gross Profit!Here is what dealers have to say:“I took this sales event to my 20 Group and won the best idea session!” - “This event has worked for me six times this year!” - Honda Dealer, NCSuzuki Dealer, SC “We’ve done 12 events this year, thanks Impact Direct!” - Hyundai“I’ve run this event every week for the last 12 weeks, it keeps on working!” Dealer, MA- Nissan Dealer, PA “Your closer always does a great job for us, lets go again next month!” -“You guys should let me go to work for you, I could sell the heck out of Independent Dealer, FLthis!” - GMC-Pontiac Dealer, VA CALL NOW! 800.716.1623
  • 20. sts fos ls ms sf fis DeniseRichardson sales and training solution The Truth is...Numbers Do Lie When it comes to there are 19 new victims every 60 seconds. • Inspect credit reports for buying an automobile, Just as car thieves don’t tend to steal cars of inaccurate addresses, erroneous financing a home little worth, credit thieves, given the chance, employment notations or mistaken or obtaining credit, would much prefer to steal the identities of name variations. These types of it’s all about the those with high credit lines and perfect credit inaccuracies can be an early tip off that numbers. The numbers ratings. Consumers who believe they have someone else’s credit is co-mingledcontained in a consumer’s credit report are an excellent credit rating often have a false with yours or that someone else isdirectly related to the price of a car or home sense of security that makes them less likely using your credit. Watch for any newthe consumer can afford. These all powerful to review their credit reports, payment history credit inquiries you did not initiatenumbers can affect both the affordability of schedules or credit card statements. It’s that and immediately dispute any accountinsurance premiums and the interest rates false sense of security that can get them into activity that you don’t recognize.and ultimately, may be a deciding factor in trouble at the time they least expect it – sittingwhether or not the consumer can drive the across from you at the bargaining table. • Examine credit card statements. Incar he or she wants or purchase the home addition to reviewing current chargesthat seems perfect for their family. What can you do about it? I suggest offering (and pending) applied to your credit consumers help in the form of educational card, it is equally important to payBut what happens when those numbers lie? material well before they apply for credit. close attention to interest rates...Some studies have shown that one in four Help your prospective buyers by providing any rate spike can be a predictor ofcredit reports has inaccurate information that them the necessary information about who to unknown, derogatory credit datacontaminates a consumer’s rating and affects turn to, what to do and how to do it before contaminating your credit file that willwhether or not a deal can be sealed. When their dreams are crushed at the table. Provide also affect the price of your auto andconsumers are hit with the disturbing news flyers, post information, consider offering homeowners insurance premiums.that their credit reports don’t portray the truth a consumer workshop and get out the wordabout them, your sales figures will suffer a that consumers need to review their credit • Review all current loan statements.hit too, since consumers will be forced to reports prior to applying for credit. Monthly statements need to bespend months, and often years, correcting reviewed in order to verify that allerrors caused by someone else. Here Are Five Important Tips to Share payments were received and applied With Consumers: accurately. Watch for erroneouslyConsumer credit scores are the single • You can obtain a free credit report applied late fees and verify that escrowdetermining factor when basing the cost without causing damaging inquiries accounts (taxes and insurance) are upof credit. If that score is derived at using to show on your credit report. There to date and handled properly.false information, everyone loses. A credit is one authorized place mandatedscore is calculated by using precise models by the Fair and Accurate Credit Remember two simple, but well-knownthat analyze consumer creditworthiness Transaction Act of 2005 that allows adages... an ounce of prevention is worthbased on their payment history, outstanding consumers the right to a free annual a pound of cure, and knowledge is power.debts, types of credit, available credit, credit credit report. The official toll free Arming consumers with knowledge caninquiries and how long a consumer has number to get a government mandated effectively prevent them from losing theirhad credit. If any one of the factors used annual free credit report is 877-322- dream car or home. Whoever said numbersto determine a consumer credit score is 8228. Free credit reports from each don’t lie was dead-wrong. When it comes toimprecise or tainted, so too is the end score. credit bureau may be obtained at the world of credit, numbers can, and often do, lie.On a related note, did you know that,according to the U.S. Department of Justice • Be sure to review and dispute allstatistics, identity theft is now sailing by account inaccuracies to get the Denise Richardson is a member ofdrug-trafficking as the No. 1 crime in the necessary corrections made. Credit the National Association of Consumernation? Studies have shown that the victim bureaus have 30 days to investigate Advocates and an author. She can bepopulation is estimated at 10 million a year. their disputes and all disputes should contacted at 866.439.9242, or by e-mail atMathematically speaking, that means that be sent via certified mail. 32
  • 21. sts fos ls ms sf fis DavidThomas sales and training solution Your Biggest Opportunity After buying an wanted to. It took seven months, but I finally I want to hire someone that says, “I need to under-performing had a team that needed and wanted to make make money.” Being great at what you do store a few years ago money. Money is not everything, but it sure pays better and, more importantly, gives you in West Texas, my helps to give you and your family a more a better attitude about life and family. financial partner asked comfortable lifestyle. me what had been If you are “existing” in a complacentmy biggest challenge. I quickly remarked, Consider the following when you are looking environment, make a shift to raise the bar.“Complacency.” When he asked me to hire a motivated team. Whether you are a sales person or an owner,about my biggest opportunity, I remarked, • Do they need to make money? (To step up to the next level, and get the fire“Complacency.” support a family or lifestyle.) started. • Do they really want to make money?After closing on the dealership, I realized that (Have a burning desire to improve their Post the following motivations on yourI was in a fairly complacent environment. If standard of living.) refrigerator door.someone sold five or six cars per month, they • Do they walk fast? (If they move slow, • Sell five more this monthwere happy. They made enough to pay the they sell slow.) • Prospect every morningrent, car payment and cable. Where I came • Are they enjoyable to be around? • Ask for referralsfrom, six deals per month would barely cover • Would you invite them to your home? • Let everyone know what you dohalf of my expenses. I had to sell 15 to 20 • Know your productvehicles each month to enjoy a nice standard After we had established our team ofof living and sack some savings away. My motivated individuals that wanted to prospectbiggest challenge was to seek and hire great and wanted to reach new heights, our attitudes David Thomas is the owner of Subarusales associates that weren’t satisfied with only and profits naturally went up. We now have a of Dallas. He can be contacted atsix deals a month. I needed associates that had huge edge over our complacent competition 866.429.6803, or by e-mail atto make more money and, more importantly, that still hires five-car-a-month performers. #1 sales-improvement magazine for the automotive professional 33
  • 22. sts fos ls ms sf fis JesseBiter leadership solution ‘Breaking the Rules:’ To Serve is to Lead Part II Leadership has always inclusive, participative leadership model of Servant-Leaders possess the ability to look been a hot topic today. at an organization from a conceptualizing in which business perspective, thinking beyond the day-to-day professionals hold “Each one should use whatever gift he realities and nurturing the ability in others to great interest. A recent has received to serve others, faithfully see the big picture. book search for the administering God’s grace in its variousterm “leadership” on yielded forms.” One of the clear-cut distinctions betweenover 43,000 results. With a seemingly endless 1 Peter 4:10 the traditional authoritarian model and thatsupply of leadership training material readily of Servant-Leadership is the reliance on theavailable, it can be difficult to understand why The essence of Servant-Leadership is a art of persuasion, rather than the reliancepoor leadership practices continue to permeate commitment to making the needs of those on positional authority to get things done.organizations around the world. The reality is being led the highest priority. It is a philosophy Initiating a robust dialogue and groupthat while many people may aspire to be great and a lifelong process that is consistent with collaboration will accomplish more thanleaders, very few are actually equipped with the idea of personal development for all. coerced compliance.the necessary tools to become a great leader. A successful Servant-Leader is mindful to create opportunities in which those served “Now it is required that those who have beenLast month, we introduced the concept of can grow as individuals. The goal is to help given a trust must prove faithful.”Servant-Leadership. Although the idea may the next generation of leaders to grow wiser, 1 Corinthians 4:2seem counter-intuitive at first, it’s a concept more autonomous and more likely themselvesthat is worth a closer look. Successful leaders to become servants. Servant-Leaders ultimately view themselvesare able to adapt to an ever-evolving social as stewards of the organization, accountableand business landscape. The leadership So how can you adapt the principles of for the overall well-being of the group and thepractices of decades past simply do not apply Servant-Leadership to help your business? community in which they the global world in which we live today. You can start by listening. Servant-LeadersPeople are now seeking more empowerment listen receptively to what is being said (andand purpose in what they do. Employees not said) and seek to identify the will of a Jesse Biter is the president and CEO ofwant less top-down, authoritative leadership. group. They will understand and empathize HomeNet, Inc. He can be contacted atThe exclusive, hierarchical leadership model with others, gaining respect while showing 866.239.4049, or by e-mail atof yesterday has paved the way for a more compassion to those they serve. Effective 34
  • 23. sts fos ls ms sf fis RandyMcPherson fixed operations solution Customer Loyalty Starts in Fixed Operations You may sell a car from your customers, both in focus because you have a groups and surveys on what can be low price on a popular done better in your dealership. This model but you keep should be done every six months. customers coming back for their next purchase 3. Take the time to write a “Valuesbecause of great service in your service and Statement.” Hand it to every customerbody shop operations. In fact, your very next on the showroom floor and when theycar sale could - and should - come from a come in for service and repair, tell themloyal fixed-operations customer. why no one will work harder than you to delight them at every interaction.Most auto dealerships spend thousands ofdollars attracting new customers to their 4. When a customer’s car has been we’re this close to a curedealership rather than building a “Customers “totaled” and towed into your bodyfor Life” cycle from their fixed operations. shop, make sure your shop personnelIt’s more cost effective to keep customers immediately contact someone on yourthan to attract new ones. sales force who can tactfully help them get into a new or used car to replaceDealers say they’re committed to a the one they just lost. Deepest loyalty“Customers for Life” experience in the can be created when we truly help ourdealership, but their allocation of marketing customers in need.dollars doesn’t reflect this. What percentageof your marketing budget do you spend on To Really Cinch the Deal:sales promotions versus customer loyalty 5. Develop and implement a well-initiatives? Most auto dealers spend less than thought out ‘Customers for Life’two percent of their advertising initiatives on loyalty program that rewards yourcustomer loyalty initiatives. They should be customers every time they come inspending 15 percent. for service or repairs. Divert more of your advertising dollars into thisIf you spend money to “wow” your customer area. Create incentives for people toat all levels, you will ultimately spend less come back to your dealership - servicemoney advertising to sell more cars. And the specials, car washes, events, etc. Juvenile Diabetescars you sell will be at a better gross profit. affects millions Mary Tyler Moore 6. Develop your own branded “Auto International Chairman and causes long-You ask, “How can I deliver a ‘Customers Club” that gives your customers local term complications like blindnessfor Life’ experience at all levels of my and nationwide benefits that keepsdealership?” It’s hard work and you never your name-branded club cards in their and kidney failure. Not to mentionfully arrive at extraordinary customer service wallet. Every time they use their card pain and worry no kid should havebut, here are a few suggestions on how to get for discounts at restaurants, movies, to live with. But we’re closer thanmoving in the right direction: hotels and rental cars, they will be ever to a cure. Your help makes reminded of the value they get by 1. Take care of your employees. If you doing business with your dealership. life-saving research possible. Call don’t take care of your employees, 1.800.533.CURE or visit they’re never going to take care of your For a free list of ways to make sure your customers. Make sure your employees employees feel recognized and appreciated, feel recognized and appreciated for e-mail me. achieving superior results, and not just with financial rewards. Do a “climate” survey, where employees can respond anonymously about working in your organization. Be sure to respond to their legitimate concerns. The road to “Customers for Life” starts with Randy McPherson is the CEO of the “Employees for Life.” re:member group. He can be can be contacted at 866.467.3861, or by e-mail at 2. Make sure you are getting feedback #1 sales-improvement magazine for the automotive professional 35
  • 24. sts fos ls ms sf fis SteveLaPenta fixed operations solution Sales and Part Inventory... What About Service Inventory Customer Pay Labor and Parts Profit Training I would like to discuss a 3. You can, however, touch and sell • Measure the ROI (return on investment) very important subject vehicles that are sitting on the lot and with your DMS computer system. that could potentially the parts that have been sitting on the uncover a huge “profit shelves from yesterday. Service Inventory Control– Should I Use leak” within your Manual or DMS Electronic Inventory service department. Technician Time Control – Is the Service Control?Let me start by saying that a dealer principal Department’s Inventory Control System. There are two ways of managing servicewould not dream of opening the doors to Managing technician time control on a daily inventory, one is the traditional manualan automobile dealership without having a basis is essential to the future profitability of paper “time sheets” that a dispatcher wouldtight rein on vehicle inventory control, the the service and parts department. There will block off time for each technician basedsame holds true for the parts department be a substantial increase in gross profit when on the estimated duration time to completeinventory. technician time control and performance is a vehicle. However, in some cases the measured on a daily basis. Technician time dealer principal has already purchasedWhile conducting telephone consultations, I control is dependant on three measurements automated service inventory and is payingwill always ask either the dealer principal, of time: their DMS vendor every month for thisgeneral manger or service manager “How do • Available time - the time that the program. Automated service inventoryyou manage your service inventory?” Then, technician is physically available controls are “sleeping giants” within servicea moment or two of silence, and then the usual (attendance) to work on a vehicle. departments and just waiting to performresponse is “I wasn’t aware of any service • Actual time – the time the technician for you. Most DMS computer systems caninventory.” This happens because nobody actually spends working on the repair accurately measure technician time controlhas taken the time to introduce and educate order or customer vehicle. (productivity and efficiency) through use ofanyone on the dealership management team • Flat rate time – the flat-rate time the DMS computer performance reports.on the basic principals, financial opportunities (hours) given to the technician forand benefits of “service inventory control.” performing the job. DMS computer service inventory control has been available to dealerships since 1985.Depending on service department size Technician Performance – Are You Listed are the DMS vendors that incorporateand operational inefficiencies, the absence Measuring Your Technician’s Performance? “real-time” service inventory controlof service inventory control could cost a • Productivity = attendance time applications:service department $100,000 - $450,000 of divided by the actual working time • ADP–ERO - Electronic Repair Orderlabor sales per year. Add to that equation a • Efficiency = actual time divided by • Reynolds and Reynolds–ESI-1:1 labor-parts sales ratio and a dealership the flat rate time Technician Dispatchingcould be looking at a $200,000 to $900,000 • UCS - SDS or TEC-Technicianprofit leak. By measuring the above factors you Electronic Control can determine the performance of yourBasics of Service Inventory technicians, but more importantly, identify DMS electronic service inventory controlThink of service labor as your personnel who is controlling the service department will out perform any manual time controlchecking account. Example, if I were to inventory - the technicians or the service or manual dispatching process and themake a daily deposit of $2,000 into your manager. improvement will be noticeable on yourchecking account with the agreement, any monthly financial operating report.remaining balance at the end of the day Benefits of Service Inventory Controlwould not be allowed to rollover into your A DMS electronic dispatching system Effectively manage your service labornext day account balance…what would you enables service managers to manage inventory, and you can dramatically increasedo? I would bet the farm that you would service inventory labor hours with optimum your extra hard to make sure that you spent efficiency, enabling them to make fact-the entire $2,000 before the end of the day. based decisions before hiring any additional For three things you can do today toThe same concept needs to be applied when technicians and service advisors. effectively manage your service labormanaging and selling service department • Improve appointment process, customer inventory, and dramatically increase yourinventory, which also can be referred to as promise times and CSI. profits, e-mail me.labor hours and/or time. • Reduce technician shortages and carryovers.There are a few major distinctions between • Improve shop workflow by completingthe service labor inventory apart from the 20 to 30 percent more vehicles per daysales and parts department inventories: with the same number of technicians. 1. You can’t physically touch the “service • Improve Service Department Business Steve LaPenta is a fixed operations inventory,” because it is called “time” Performance and Fixed Absorption. consultant and owner of Dealer (labor hours). • Reduce Departmental Operating Costs. Automated Systems, Inc. He can be 2. You can’t sell yesterday’s “service • Bring labor and parts profits to the next contacted at 866.652.3968, or by e-mail at inventory.” level. 36
  • 25. In 2006, dealers rated Dealix “Highest in “ It’s great to see Dealix receiving the highest marks in the latest J.D. PowerDealer Satisfaction with Online Buying Services and Associates study. With Dealix, we get a higher closing ratio than with any other lead source, so I’m able to help long-term Dealix customersand with New Vehicle Leads.” like Rick Hendrick Toyota and Capital Ford, the #1 online Ford dealership, achieve their best e-commerce results ever. Congrats Dealix, and thank you!” – Paul Miller, President of Dudley-Miller, Inc., advising many top dealers nationwide “Bravo, Dealix!” – Gilbert Chavez, Internet Director for 17 Phil Long Dealerships, the largest privately-owned dealer group in Colorado Dealers have also rated Dealix their #1 new car sales lead provider in studies by Ward’s Dealer Business and Auto Dealer Monthly.* Thank you for rating Dealix the highest! The J.D. Power and Associates Dealer Satisfaction with Online Buying Services Study, rated on business generation, dealer supports/service, fees and transmission of leads. To get an immediate estimate of the number of leads in your market,(Did we celebrate? Yeah, for a minute. Then we got back to work.) try the Dealix On-Demand Lead EstimatorSM at *For details on these studies, call us at (800) 717-8079.Dealix received the highest numerical score for new vehicle leads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction withOnline Buying Services Study.SM Study based on 1,010 dealer evaluations in June – July 2006. Your experiences may vary. Visit Dealix is a division of The Cobalt Group.
  • 26. sts fos ls ms sf fis KarlaFriede leadership solution How to Keep Your Best Sales People Retaining competent sales staff. Consider purchasing domestic or companies accept credit cards? There are and profitable sales international airline tickets for outstanding services available that integrate with your people is a high employees to use. Or how about cashing in DMS system to provide an efficient tool for priority for most your points for a luxurious Caribbean cruise paying, posting and reconciling invoices industries. Studies for your top-producing sales person? If you paid by card. You get the same control ofshow that it costs a dealership approximately want to award smaller rewards to more paying by check with the added benefits of50 percent of a worker’s annual pay to hire a employees, consider converting your points paying with a reward earning credit card.replacement. Taking into account the cost of into gift cards specific to your area. Maybeintangibles like supervisor time and damaged there’s a very high-end restaurant in your Rev Up the Level of Competitioncustomer relations, the true cost could be as city that would be perfect for an employee’s An old-fashioned sales promotion can pumphigh as 150 percent. Devise ways to show upcoming wedding anniversary celebration, up your sales team and get them excited aboutyour employees that you value their work, or you have an employee who’s a movie-nut selling. The key to making a promotion workbeyond paying them their earned salaries or and would love movie ticket vouchers. There is to offer a small reward for every test-drivebonuses. The following suggestions show are a plethora of rewards you can “buy” with secured or new service appointment made,how to record greater retention rates through points, and you can get them just by paying for example, and then a larger prize for thethe use of incentives. your dealership bills. winner. So you may announce a month-long promotion to your team where every timeThe Power of Reward Points If you are currently paying for some of they take a test-drive with a customer theyIf you receive reward points for every dollar your dealership expenses with credit cards, receive $10. At the end of the month, theyou spend on your credit card, you may be consider researching how you can use them employee with the most test-drives wins ansitting on a goldmine of incentive options. to pay for more of your expenses. Did you iPod Nano or a digital camera. Make sureYou can use your points to reward your know many parts, utilities and uniform that the ultimate prize is something hot on the market right now to generate the most competition. Reap the Benefits of Paying Attention “Within the This last suggestion is simple, and may just be the most important action you can take first hour of the to retain your team. Every person is an e-newsletter going out, individual, and so is motivated by different I had 15 test drives.” factors. You may have one sales person who is driven to perform because they receive praise and positive feedback. Another may be very competitive, so knowing the numbers of every team member at all times may spur > Scott Haynes, Penske Chevrolet and Honda them on to lead the pack. The point is that you need to pay attention to every employee, IMN Loyalty Driver™ is a turnkey e-marketing service that drives study how they work, and then motivate interest, sales and customer loyalty. Customized, trackable email communications provide tangible results for dealerships across them according to how they operate. This the country. A couple of examples: tip goes hand-in-hand with the others, and in conjunction with them, can engender true • 90 phone calls in a month as a direct result of one IMN Loyalty Driver e-newsletter. loyalty in your employees. • Web traffic spiked to 2.5 times its normal rate after a dealership’s first e-newsletter. Challenge yourself to reward and retain your sales team. With a little planning and Looking for results like these? Call 866.964.6397, ext. 214 or thought, you can increase your employees’ email loyalty and your dealership’s bottom-line. Drive customers in…For sales, for life. 866-964-6397 Karla Friede is the president of Zevez. She can contacted at 866.469.9770, or by e-mail at 40
  • 27. sts fos ls ms sf fis MarkTewart sales and training solution What Business Are You In What business are you to your standard greeting and you know that in? “The car business” all customers share certain unexpressed fears, would probably be all you have to do is proactively remove your normal answer. those fears and you have at least a 70 percent I would invite you greater chance of the customer buying from look deeper into that you than someone else.question. Rarely, is your first answer tothat question your most accurate answer. Most all customers are afraid of gettingThe majority of businesses fail, or fail to the wrong vehicle, wrong price, wrongreach their potential, because the owner information or the wrong sales person.and managers haven’t figured out the most Somewhere in the beginning of the salesimportant and most basic question: “What process, I invite you to make a Job Missionbusiness are we in?” Statement that proactively addresses the customer’s fears and concerns. This JobSaying you are in the car business seems Mission Statement will position you as alogical. However, that answer does not stir person, not a sales person. Try the followingemotions in you, your team or your customers. Job Mission Statement, “Mr. Customer, I tryIt’s kind of like saying Disneyland is in the to help every customer of mine find the right“theme park” business. The general answer vehicle at the right budget and give them allis that you are in the “problem solving and the right information and just make it an easy,emotional relationship” business. fun and painless experience, fair enough?”People don’t sell or buy cars. They solve Addressing the customer’s fears up frontproblems. Those problems may be wants or creates trust and allows you to createneeds based problems or perceived or real cognitive dissonance. That’s just a fancyproblems, but they are problems nonetheless. term for saying you have in the customersIf a customer gets the itch for a new car and, mind mentally distanced yourself from theeven though they may not need the new car, other sales people they have experienced,the emotion of the desire creates an incredible or even their perceptions of sales people inpull that becomes a problem for the customer general.until it is solved. Therefore, you are alwaysin the emotions and problems business Don’t get caught up in the “best priceand the vehicle just becomes a part of the wins” trap. It’s a loser’s game played byanswer. Stop selling cars and start creating people losing in the sales game. Everyrelationships based upon solving problems day people are buying goods and servicesand matching answers to your customer’s and paying premiums for them because ofemotional desires. their perceptions created about the product, service or lifestyle change. If all things areYour product knowledge, sales skills nor any equal, then price becomes the final decision.other skill will help you accomplish solving Your mission is to make everything that youthe customer’s problem more than people offer and the way you offer it so unique thatskills. The old adage that “People buy from you completely change the decision game.people” is true. People buy you first, beforethey buy the car. In order for the customer Selling is a game of positioning. Youto buy you, you must make a memorable must create leverage for yourself with theimpression. In most cases, you have about 15 customer. If there is no leverage, then youseconds to two minutes to create a connection are doomed to play the best price game. Inthat creates trust and respect. However, most other words, without a strong position andsales people treat the meet and greet as if it’s leverage, you are begging for the big deal. The 80/20 rule applies to sales people. EightyTry the following meet and greet, “Hi percent of sales are made by 20 percent of thefolks, welcome to our dealership. Are you sales people. The reason the top 20 percentout beginning to look and shop around a of sales people thrive is because they havelittle bit?” This question is a universal truth figured out what business they are in, and it’sstatement. It’s a universal truth that people are not the “car” business.looking and shopping. If you don’t believe it,just greet them the way you normally do and Mark Tewart is the president of Tewartsee how they reply 99 percent of the time. Enterprises. He can be contacted at 866.429.6844, or by e-mail atIf you know how the customer usually replies #1 sales-improvement magazine for the automotive professional 41
  • 28. sts fos ls ms sf fis Ralph R.Roberts sales and training solution Super Sizing Your Upside You reach a plateau ideas, and functions as the infrastructure 1. Write down a comprehensive list of in any challenging for developing, advertising, marketing everything you do at work and at endeavor: physical and distributing the products and services home. training, a weight-loss spawned from those ideas. Yet, sales people 2. Highlight any tasks someone else could plan, marriage, career and other business professionals often limit do faster, better or for less money. - you name it. In sales, their opportunities by focusing too much on 3. Group tasks that are related and assignyou may find that after several months of the bottom line and overlooking the true force each group a job title.steadily increasing volume, sales level off. behind sales and profits - relationships. 4. Hire people to complete those tasksNo matter how hard you try, you can’t seem and treat them break through to the next level. Something When you think relationships in termsis limiting your upside. of sales, most people naturally think of Remember, if you don’t have an assistant, “customer.” That’s only one of the four you are one.When you begin to feel that sales have flat- “C” words you should consider. As a saleslined, take the following four steps to blow person, tending to relationships in all four Expanding Timethe lid off of any upside limitations: C categories builds the strongest foundation Time is relative to how much you get 1. Identify your best customer for success: accomplished in that amount of time. If I can 2. Build relationships • Company: What’s good for your get twice as much done in half the time it 3. Hire an assistant company is good for your customers, takes someone else, I’ve just expanded time 4. Expand time colleagues and community, and for by a factor of four. you, as well. Look for opportunities toIdentifying Your Best Customer improve your company’s success. When I discovered that time was limitingEvery sales person has a best customer - one • Colleagues: Your colleagues include the number of houses I could sell, I beganwho values your products and services, calls everyone you work for and with double-booking appointments. Instead ofyou first, allows you to do what you do best and anyone who works for you. Do showing homes to one set of buyers, I invitedand exposes you to new opportunities. To whatever you can to surround yourself two sets of buyers to drive around and look atfind more best customers, single out your with the best people, and then make houses. I loaded them into my Suburban andbest customer and then find out: them better. Partner with colleagues showed them the same houses. I usually sold • Who your best customer is. Study to tap the power of synergistic two houses on the same trip, and never once the demographic—age, gender, race relationships. did two couples decide on the same house. or ethnicity, household income, • Customers: Every customer who fails geographical location, and so on. is a customer lost. Team up with your After this accidental success, I purchased a • What your best customer does. What customers to make them as successful 16-passenger van. We started marketing this does your customer do? How was she as they can be. This doesn’t mean new house-hunting approach, and people doing it when she met you? How did simply placating them. A customer or loved it. I was driving three or four or five you help her do it better? This gives client often needs to be challenged to families around at a time to look at houses. you a clearer idea of where to look for make a positive change. During the house-hunting tour, I would call your next best customer and what to • Community: Dynamic, vibrant back to the office on my cell phone and have offer. communities are places where people an assistant prepare the paperwork. On my want to invest and spend money. best day, I actually sold 14 houses fromIdentify the top seven sources for getting By investing time and resources in the van. This became so successful that wemore customers like your best customer - building and bettering communities, eventually had entire convoys out looking atreferral, networking, Internet marketing, you establish a dynamic, ever-growing homes.print advertising and so on. Where would consumer need to look and what would you need In his book “Illusions,” Richard Bachto do to get more customers like this? Hiring an Assistant writes, “Argue for your limitations, and When I set a goal to sell 300 houses in a single sure enough, they’re yours.” When you feelDon’t hesitate to fire your worst customers… year, I immediately realized that I couldn’t boxed in, think outside the box. Shake thingsnicely, of course. A bad customer wastes time do it on my own. To achieve my stated goal, up a bit and try something new. You’re likelyand resources that you could better spend by I had to outsource the most time-consuming to surprise yourself at just how much upsideserving your best customers. chores and focus on what I was really good you really have. at - selling. I decided to deal with clients andBuilding Relationships hire others to answer the phones, shuffle theIn business, almost everything is quantifiable papers and tie up the loose ends.except the relationships that are ultimatelyresponsible for success. You can’t really You’re not responsible for doing everything. Nationally recognized sales coachmeasure relationships, but they are the You’re responsible for making sure and author Ralph R. Roberts, can becollective force that generates new ideas, everything gets done. To optimize your time, contacted at 866.470.5181, or by e-mail atdraws people together to execute those take the following steps: 42
  • 29. sts fos ls ms sf fis PaulLong marketing solution The E-Mail Capturing Machine: Employees The Internet has you $999 in gross revenue. And it cost you might be: “If I can get your e-mail address, changed the way nothing. we’ll send you specific service and sale offers consumers shop for available exclusively through e-mail. And vehicles; therefore, it What if you had 20,000 e-mail addresses? your e-mail address is…?” should change the way You do the math. In fact, it is not unlikely that car dealers do business. one properly executed e-mail can drive up to Or, my favorite, “What’s your e-mailThat’s why every dealership should develop $40,000 in revenue through the dealership in address?”a comprehensive Digital Marketing Strategy. just one weekend. Be sure to establish a policy and a processThis includes a plan for capturing e-mail But how do you capture e-mail addresses? for capturing e-mail addresses, and hold youraddresses in order to drive customers back Many dealers pay marketing companies to people accountable.into the store for service and sales. E-mail create elaborate e-mail retrieval systems forcapture is not a “nice to have,” but a tactical them. I have an unconventional idea: Ask for Finally, once you have a critical mass ofplan to improve the bottom line. it. If every employee were to simply ask for e-mail addresses (in some cases 500 is an e-mail address from their customers, your acceptable), develop a plan to communicateThe main reason to capture e-mails is that with your customers to drive traffic back tocommunicating to your customers is virtually list would grow exponentially at first, and continue a steady growth for years. your dealership. But remember: A plan isfree. Even better, e-mails to customers turn only as good as its execution. Be consistent ininto real revenue back to your dealership. following through. Some dealers give employees a temporaryAs an example, let’s say you have only 1,000 incentive to ask for e-mail addresses. I don’t For a free comprehensive e-mail marketinge-mail addresses in your database, and that think it’s necessary. In the car dealer business, plan, send an e-mail or give me a call.your average gross on every Repair Order if you’re not asking for the sale, you won’tis $99. You create an e-mail with a service survive. Capturing e-mail addresses should Paul Long is the president of thecoupon, and send it. If you receive only a just be a part of everyone’s job. You just re:member group. He can be contacted atone percent response rate, 10 people will visit need to give your people the right script, and 866.630.0221, or by e-mail atthe Dealership because of the e-mail, giving maybe a good reason to ask. A sample script #1 sales-improvement magazine for the automotive professional 43
  • 30. HouseofCourtesy.com8 10eDealers Call Today for FREE Search MarketingFree CRM Biz PlanFree In-Store Consultation AnalysisFree Search Marketing Analysis866.348.9661