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Auto Success Aug05
 

Auto Success Aug05

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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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    Auto Success Aug05 Auto Success Aug05 Document Transcript

    • Read this month’s and previous issues online at www.AutoSuccess.biz .biz The Real Deal Pre-approval Sale Ben Elliott & Jimmy Peters Moving Out of Your Comfort Zone Improving Employee Satisfaction Improves Customer Satisfaction The Road to 20 Cars a Month, Every Month E-mail Best Practices: Create an Effective Auto Response How to Really Maximize an Employee Price Programa division of Systems Marketing, Inc. August 2005
    • SUMMITIII BEST PRACTICES Dean Evans David Kain Sean Vice President of President, Kain WolÞngton Marketing, Dealix Automotive Inc. Internet & Owner, BZResults.com BDC Training Specialist You will learn: Case Study: How to use - Internet Marketing that You will learn: BDC/Internet departments generates high quality - Mapping out the best to sell 100 - 500 extra cars leads - Maximizing lead Internet sales process - E-mail templates for the a month. You will learn: LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES generation from your best short and long-term - Setup a successful BDC/ Web site communication Internet department - Maximizing third party - Phone script elements - Use the Web to promote automotive sites that turn leads into all your proÞt centers - Metrics that matter appointments - Use the Web to drive - Focus on return on - Recruiting, hiring and Dealers & showroom & phone trafÞc investment compensating for results - Sell old stock, vehicles & parts inventory - Use e-mail marketing to drive more trafÞc for zero cost Managers Only! Two days of intense learning. Dramatically Kevin Root Steve Hiatt Owner, Mountain Mitsubshi Jennifer Picheco improve your results.VP & GM, Dealer AdvisoryService, The Cobalt Group Case Study: How to Director of e-Commerce, increase your net by half a Germain Motor Company Case Study: Processes million in a year. Case Study: Germain the top 20 dealerships You will learn: Motor Company’s Internetuse to convert more leads - Evaluating personnel, department sells over 200 to sales the lazy or content ones cars per month - here is - Continually train our secret You will learn: everyone: Front end two times a week, Þxed end You will learn: - Use the top three key once a weeksuccess drivers to convert - Dedicated vs. - Put in controls. Move Designated leads to sales over aged inventory in - Avoid the three most - The pricing fear factor new, used and parts - Are you really listening to common mistakes that - Forge a deep relationship with your the customer? kill sales - Third-party leads.. - Maximize your lead manufacturer to help get correct inventory, ßoor line Why not? volume - Move forward or move and capital - Respond to leads - Praise every on - Our follow-up - Drive for appointments improvement in sales schedule- Focus on processes that goals, certiÞcations, etc. - Measure, track and deliver results out in public feedback MGM Grand Las Vegas, Nevada Chip Perry Jim Adams Robert Revere November 3 & 4, 2005 CEO and President, General Manager, CRC Director, Avondale AutoTrader.com Roper Kia Auto Group Honor YourInternet Advertising Best Commitments: The Case Study: Transition Practices Þve things we owe our from Internet BDC to sales staff modern day CRC Limited Seats, You will learn: You will learn: You will learn: - How AutoTrader.com’s - How to understandtop performing dealers get - Lower compensation opportunity generations is percentages Register Today! their outstanding results the key to success - Lower overhead - Take home examples of - Individual goal setting - 100 percent effective merchandising - Managing activities bring accountability you can put to results - Higher results immediate use - Daily one-on-ones: The key to success Case studies - Your selling attitude: Mirroring behavior - Building your dealer brand from successful dealerships across the country.Darren Haygood Jasen Rice Erik StuttzDirector of CRM & Internet Sales, Lokey Automotive Internet Director, Lou Fusz Automotive Case Study: Ranked #17 Vice President of Consulting, STC Group Class room style seating only $695 Case Study: Lokey Case Study: Paragon Automotive Group in Total Internet Sales for Honda & Acura uses CRC triples Internet sales - by dealer groups, Internet to sell 106 extra cars in spending less! departments generate one month. upwards of 20%-40% in advance, You will learn: of the dealerships total You will learn: - DeÞne your dealership’s business. - How we increased our CRM strategy. BDC vs. leads and increased dedicated personnel You will learn: our closing ratio from 7 $995 after - Maximize your ROI, - Marketing to today’s percent to 25 percent ignore the hype and start Internet consumers - How to evaluate the realizing real results - Internet Department’s different CRC models to - Achieve higher gross steps and processes to choose the one that works October 5, 2005. than with your walk-in the appointment/sale for your store customers - Gaining revenue in the - How to staff your CRC - Achieve 20 percent Þnance department and - How to build out & Closing ratio & 20 getting them to become overcome obstacles to percent retail mix for your more atoned to the creating a successful CRC dealership Internet customer - Best practices for turning - Turn leads into phone - Meeting and exceeding leads into appointments ups - phone ups into Internet customers that show and appointments expectations appointments into sales Speakers and times subject to change Call today to register. toll free 866.317.7914 web www.autosuccess.biz
    • 8Moving Out of Your Comfort Zone BrianTracyINSID Improves Customer Satisfaction 9 Improving Employee Satisfaction Customer Service Counts The Road to 20 Cars a Month, Every Month 10 12 BobTasca TomGegax JimAdams Create an Effective Auto Response 14 E-mail Best Practices: DavidKain ... With Time to Spare 16 KirkManzo Would Anyone Really Notice or Care 18 If Your Business Closed Today, MichaelYork The Real Deal Pre-approval Sale 20 BenElliott And You Are ... 22 TonyDupaquier How to Really Maximize an Employee Price Program 24 ScottJoseph Steering Out of Control 25 CarolMartin-Ardell Fact Finding 26 AnthonyHall Manufacturer or Leadership 28 Is it Marketing, the SeanWolfington Pre-Owned ProÞtability 29 New Software Steps Up RandyBaroneIn the special featureof the July issue ofAutoSuccess Magazine, The Champion Coach 30 MarkTewartwe incorrectly stated thatBen Freeland worked for Smile and the World Smiles With You 31 PattiWoodFreeland Luxury cars, heis the owner of NaplesNissan in Florida. Leverage Your Ofßine Marketing Efforts 32 PaulAccinno CRM Evolution 34 DanVogel Exodus 34:2 “Be ready in the morning, and then come up.” 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 ! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 Isaiah 41:13 Patrick Luck, Editor & Publisher “For I the Lord thy God will hold thy • pluck01@autosuccess.biz right hand, saying unto thee, Fear Susan Givens, Vice President not; I will help thee.” • sgivens02@autosuccess.biz Courtney Hill-Paris, Sales-improvement Strategist • chill-paris04@autosuccess.biz Brian Ankney, Sales-improvement Strategist • brian01@autosuccess.biz God Bless America Thomas Williams, Creative Director • twilliams03@autosuccess.biz 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 info@autosuccess.biz. 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. 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 in whole 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 that names 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.
    • HERE’S HOW TO GET EVERY MAILER OPENED! A POPULAR SCRATCH OFF • 8.5” x 13” Full Color On Both Sides • 8.5” x 11” Full Color on Both Sides • 3.5” x 8.5” Full Color Super Slots© Insert Includes: • 3.5” x 5” Dash for the Cash© Ticket Scratch Off Play Area/ $15,000 Cash Includes $20,000 Give-away Give-Away†/ Insured • Residential Selector or • Residential Selector or Your Database List Your Database List • Quality 80# Cover Stock • Quality 70# Text Stock • Mailed in a 6x9 White • Mailed in an Envelope Envelope • Postage Included!** • Postage Included!**ONLY great value PER PIECE* PER PIECE* A DOCUMENT THAT GETS NOTICED! ARE YOU CAPTURING THE OFF LEASE MARKET?• 4 Separate Pieces in the Envelope • 8.5” x 13” Full Color On Both Sides• Experian or Equifax Score List or BK • $20K Insured Vehicle Give-Away†• Quality 70# Text Paper • Off Lease Termination List• Mailed in an Open Face • Quality 100% Gloss Stock Window Envelope • Self Mailer Format• Postage Included!** • Postage Included!** only LOW PRICE OF PER PIECE* PER PIECE* *Based on 12,500 pieces **Premium U.S. Postage with Express Delivery †Group policy CALL TODAY FOR A FREE INFORMATION PACKET AND OUR MARKET REVIEW OR VISIT US AT WWW.PREMIUMPRODUCTIONSONLINE.COM (866) 376-2392
    • BrianTracy Moving Out of Your Comfort Zone Any change, or even affected. You will experience sleeplessness, achieve them. You must begin to see yourself an attempt to change indigestion or fatigue. You may react with and think about yourself as capable of being anything you are impatience, irritability or anger. You will one of the highest earning sales people in your doing, makes you often feel as if you are on an emotional field. You must take charge of developing a uncomfortable. By roller coaster. So if you want to sell more new self-concept for sales and income that is attempting to change, and earn more, you must increase your self- more consistent with what you really want toyou move out of your comfort zone. You feel concept level of income. You must increase accomplish.increasingly uneasy. You experience stress the amount you believe yourself capable ofand tension. If the change is too extreme, earning. You must raise your aspirations, Your self-concept determines your levels ofyour physical and mental health can be set higher goals, and make detailed plans to performance and effectiveness in everything you do. In sales, you have a series of mini- self-concepts that govern every activity of selling. You have a self-concept for prospecting, for using the telephone, for cold calling, for making appointments, for qualifying, for presenting, for answering questions, for closing, for getting referrals and for making follow-up sales. You have a self- concept of your level of product knowledge, your personal management skills, your level of motivation and for the way that you relate to different types of customers. In every case, you will always perform in a manner consistent with your self-concept. Wherever you have a high self-concept, you perform well. If you enjoy working on the telephone, you look forward eagerly to telephone prospecting and selling and you do it well. If you have a high self-concept for making presentations or for closing sales, you feel comfortable and competent whenever you are doing them. Wherever you feel tense or uneasy in selling, it means that you have a low self-concept in that area. You do not feel comfortable when you are engaged in that activity. You probably avoid that activity as much as possible. This is normal and natural. The only question is, what are you going to do about it? Now, here are two things you can do immediately to put these ideas into action. First, set a goal today to become one of the highest earning people in your field. Then, back your goal with action by committing to becoming very good in every area of selling. Second, see yourself, imagine and visualize yourself as if you are already very good at what you do. Create within yourself the feeling of success and accomplishment. Remember, as within, so without! Brian Tracy is the chairman and CEO of Brian Tracy International. He can be contacted at 866.300.9881, or by e-mail at btracy@autosuccess.biz. 8
    • BobTasca Improving Employee Satisfaction Turn Your Improves Customer Satisfaction Internet Leads We learned to curb Employee referrals into Showroom employee turnover and increase employee Ask internal employees who do an outstanding job if they know any one who Appointments... satisfaction because might make a good fit with the organization. customer satisfaction Offer an employee “bird dog fee” for their hangs in the balance. help in finding a quality candidate that staysMaking a difference in employee satisfaction for a period of time (example: six months).at your store hinges on four areas of focus: 1. Recruiting process Advertising 2. Hiring process When networking and employee referrals 3. Orientation process fail to generate a qualified candidate for an 4. Continuous improvement process immediate position, we have some great content and helpful pointers for creating theIn this article we’ll look at recruiting out of right kind of ad:inspiration, not desperation, and if you like 1. Sell yourself. Like a “Why Buywhat you read, you can watch for future Here?” brochure, a want ad needsarticles to look more closely at hiring, to be a “Why Work Here?”orientation for new hires and continuous 2. Never over-promise and under-improvement. deliver. 3. Mention in-depth training, if youRecruitment process offer it.Trying to recruit great people is a never- 4. Mention that a mentoring orending chapter in the story about meeting continuous improvement processand exceeding customer expectations. But will be provided, if it is.do we sometimes make decisions out of 5. Advertise that you offer monthlydesperation? To avoid being caught in a bind, associate reviews for ongoingfinding great people starts with an outlined support, and live up to thatdescription of each position in the dealership promise.to define our dealership needs. This canstart with looking at our surroundings and Other sourcesfocusing on these three things: Here are a few more examples of where to • Work environment look for great people: • Job tasks and responsibilities • Job Fair: Set up a booth at your • Job competencies local college(s) during a job fair day.As anyone in retail knows, there’s no such • Monster.com and other Internetthing as a “hiring freeze” in a car dealership, sources.and if you’re not on the lookout for talent, itmay go unnoticed. The automotive business is a sales and service industry that can be compared to aQualiÞed applicants fine hotel, fine restaurant or clothing store.Whether you’re looking for a qualifiedtechnician, superstar sales person or Customers are willing to seek out, find and pay more money when the service exceeds Guaranteed...trustworthy title clerk, the best dealers utilize“word of mouth” advertising. The goal is to their expectations. There’s no danger of or You Don’t Pay! exceeding customer expectations if wenever have a need to run advertisement don’t put an end to the revolving door thatto solicit employees and to create a is the result of employee turnover, and thatreputation in the community that qualifies starts with recruiting the right people out ofyour dealership as the place to work. This inspiration, not desperation. At Tasca, wemeans we need to focus on doing our best as learned a lot about recruiting the right peopleeffective leaders within our workplace and from our training partners, and I encourage Call today for a free estimatecommunity. Quality job applicants will seek you to contact me to learn more about on implementingto find us, if we are doing our jobs. creating a recruiting and hiring process that the TIMS system in your store.Networking will build employee satisfaction and boostAlways let people know we are on the lookout your CSI.for quality, potential candidates. Be sure to askother business contacts (banks we deal with,advertisers and even our supply vendors) for Bob Tasca III is the dealer principal of www.worlddealer.netany possible recommendations while we are the Tasca Automotive Group. He can be e-mail: info@worlddealer.netparticipating in business transactions and contacted at 866.210.1254, or by e-mail at 866.429.6826even involved in social activities. btasca@autosuccess.biz.august 2005 9
    • TomGegax Customer Service Counts Tires Plus’ customer our employee playbook, dealt with how to handled cleanly in the first place. service was legendary. treat our guests (we called them “guests” to I asked our people inspire the kind of service you’d find at a fine 4. Solicit and act on feedback. Create to add a touch of hotel). You can’t inspire daymaking service as many comment channels as possible: volunteerism to the through occasional pep talks, memos and comment cards, follow-up phone calls, job, to try to make meetings. It’s gotta be walked, talked and complaint hotlines. You can’t get bettereach customer’s day a little brighter. If we lived - day in and day out. without knowing what your customersconcentrated first on kindness and empathy, think. We regularly retained an outsideI said, healthy profits would naturally follow 2. Treat employees right. If you leapfrog service to conduct customer surveys. We(as long as our prices and costs were in line). your people and focus chiefly on pleasing also contracted a “mystery shopper” service customers, you’ll wind up with unhappy - for both in-store and phone interactions -Why gun for “legendary” customer service? customers. Connect the dots, folks. Do to get an objective, in-depth look at quality you really expect employees who feel control.1. It keeps ’em coming back. Seat-of- unappreciated to welcome customers with athe-pantsers spare no expense to get new big smile and a genuine desire to give them a Gathering information is pointless, of course,customers in the door, yet often fail to provide positive impression of your company? Honor unless you act on it. We tweaked our storea why-go-anywhere-else experience. Huge your people, concern yourself with their protocols all the time based on customermistake. Customers are like spouses - take well-being and respond to their grievances feedback. Every negative comment about anthem for granted and they may go elsewhere like they were customers. You’ll be employee was routed to his manager’s in-boxto get their needs met. It’s a vicious circle rewarded with invigorated, loyal employees (and copied to his district manager) so the- businesses pour more and more resources who set new standards for performance and offender could be coached back on track.into unearthing new customers to replace customer care.the ones lost to neglect. Showering attention 5. Walk your talk. Leaders give a lot of lipon customers already in the fold keeps them 3. Establish clear policies. In our business, service to their commitment to customerin the fold, so your new customers become guidelines were essential at three customer- service. Are you among the few who followadd-ons rather than replacements. care stages. through? When you hear of a complaint, do you shake your head and joke about the2. It pulls in new customers. Don’t just Initial contact. customer being an odd duck? Or, do yousatisfy customers. Astound them. Lay out Guests were greeted with WHENS: urge your people to look at the situationthe red carpet, and guests will rave to friends Welcome, Handshake, Eye contact, Name, through the customer’s eyes and do whatand family. That sends new customers to Smile. We then asked a series of questions it takes to make her happy? Do you shout,your doors and Web site - at no additional to identify their needs. Staffers also fielded “You gave away WHAT?” Or, do you say,cost. (Expect a dazzled customer to phone calls according to a protocol I “Good for you, you remembered our valuesrecommend you to two to three others.) On established in the early ’80s: “It’s a great and did the right thing.” Great customerthe other hand, one rude encounter with an day at Tires Plus. This is Jim. How can I service will wither on the vine without theemployee can torpedo every future purchase help you?” support of upper management.from that customer, his family and friends- and their family and friends. (Expect a Warranty service. 6. Measure and reward performance. Wepeeved customer to complain to three to Sales people were trained to welcome had a customer satisfaction metric calledeight others.) Precious word-of-mouth buzz returning, non-revenue-producing guests GEI (guest enthusiasm index). Applied- free advertising - is squandered whenever like they were new customers. The reason to individual stores and the company asa customer has a less-than-excellent should be obvious - customers prefer to go a whole, it quantified the percentage ofexperience. steady rather than have a one-night stand. customers who would recommend us to That means coddling. friends. Below-average stores were targetedSix ways to win legendary customer for extra coaching. It took a lot of sweat toloyalty: Customer complaints. push up our GEI one percentage point. Darrel We welcomed them. No, seriously. They Blomberg, our full-time guest enthusiasm1. Hire the right people and train them well. were opportunities to demonstrate we cared coach (that’s not a joke title), labored two-We showed everyone involved in hiring about our customers. We even deep-sixed and-a-half years to move it from 92.0 tohow to spot applicants who loved helping the word “complaint” and replaced it with 98.2. Personnel knew every smile countedpeople and making their day. But that was “guest opportunity.” It’s said that the value of - their compensation was partially based ononly the beginning. Good employees also a person’s character is measured by how one a mix of store, district, region and company-need training and inspiration. We enrolled deals with adversity. That’s also true of the wide GEI.new hires in a weeklong orientation where, value of a company’s character. Employees atamong other things, I spelled out our mission every level need the authority to do whatever Tom Gegax served as chairman and- “Deliver caring, world-class service to our it takes to satisfy unhappy customers. Just CEO of Tires Plus and is the founder ofguests, our community and to each other.” as a broken bone comes back even stronger, Gegax Management Systems. He can beThe focus of countless meetings, talks and we often scored more points by appeasing contacted at 866.210.2832 or by e-mail attraining sessions, as well as big chunks of an upset customer than if the issue had been tgegax@autosuccess.biz. 10
    • JimAdams The Road to 20 Cars a Month, Every Month Have you ever want to be. Get out a pen and paper. Write of something that we need to accomplish. heard the phrase down: today, three months, six months, one A crystal clear vision of where we are and “experience is the year, five years and 10 years. Our goals must where we want to be is one of the many keys greatest teacher”? be divided into professional goals, family to success that we will explore in our goal- This statement could goals and life goals. My personal goals setting process. Writing and reviewing these not be further from include unit volume, grossing averages as goals will instill in us the drive that we mustthe truth. Other people’s experiences are well as how many books I plan to read and have to accomplish great things.the greatest teacher. Learning from other how much time I set aside to spend with mypeople’s successes and failures is the key to family. Money goals are the vehicle we use to 2. Professional goals: The first thingprofessional selling. plan for the goals that really matter: Life and professional sales people need to have is family goals. If you are just earning money a clear understanding that sales followAndy Andrews said that General Norman for the sake of earning money, your life and opportunities everywhere they go. To sellSchwarzkopf, commander of the Allied family goals will always go unfulfilled. Zig more cars we must talk to more people. Weforces in the Gulf War, had a system of Ziglar once said that when he died he would know that the average sales person closesadvancing across a mine field that worked leave as much money as Howard Hughes about 20 percent or one out of five of theirout pretty well for him. Walk toward the left: all of it. Just start writing. What do you total opportunity count. So let’s do the math.explosions, because that is where the boys want? Start with stuff. That is the easiest. To sell 20 units a month we need to talk tohave already found the mines. Observing I want a new car, a bigger house, some (20 units X five opportunities) 100 customersbehavior is one of the many keys to success money in my savings account. I want a boat, per month. If we work five days a week wein this business. I have been the seven-car a place at the lake and to take a vacation will have 22 selling days which means wesales man and the 30-car sales man and I to the beach or to the mountains. Once need to talk to (100 customers divided byhave made my share of mistakes. However, you get started, it comes pretty easy. That 22 days) 4.5 customers per day. The averageover the past 15 years I have learned and is just stuff. Now dig a little deeper. How commission including bonuses and factorydeveloped professional business practices about spending 30 minutes a day reading to spiffs is around $300 per car, which will givethat if followed will help you become a your children or playing catch in the back us a monthly income at 20 units of $6,000professional in automotive sales. It is said yard? Write it down. How about spending monthly or $72,000 annually. (See chart 1)that 80 percent of the income in our business two Saturdays a month on a date with youris made by the top 20 percent of the sales spouse or dedicating one hour a night sitting Once we discover how many monthly andpeople. This leaves the bottom 80 percent of on the porch talking about anything but your daily opportunities we need we are one stepthe sales people fighting for the 20 percent finances or the children’s activities? Write closer to achieving our unit goal. If our goalof the income left over by the true sales it down. Tithing, community service or is 12 units a month, our focus is not on theprofessionals. If you commit every day to visiting home-bound elderly adults can all 12 units it is on the 2.7 opportunities thatfollowing the steps of professional selling be a part of your life and family goals. Many we need today and everyday to achieve theyou will be amazed at how fast you can of our goals take money. Most do not. I hope goal. Sales follow opportunities everywhereachieve great success in automotive sales. you can see where I am going. If you write it they go. down it becomes an objective that we must1. Have a goal, a clear vision of where you look at on a daily basis and it is a reminder Now let’s focus on where our opportunities come from. In our industry we have severalchart 1 sources of business. Fresh ups or walk-ins, Unit Monthly Opportunity Daily Opportunity repeat owners or orphaned owners, new Goal Count Count business or outside prospects, referrals, be-backs and phone-ups or phone-ins. Units x 5 opportunities Monthly opportunities divided by 22 working days Here is the good news. The factories and 20 100 opportunities per month 4.5 opportunities per day your dealerships spend billions of dollars units a year driving fresh up or walk-in traffic 19 95 4.3 to your dealership. The bad news is that at 18 90 4.1 best the average closing ratio on a fresh up 17 85 3.9 is about 10-12 percent. Which means your 16 80 3.6 chance to sell a fresh walk-in is about one 15 75 3.4 out of 10. Fresh up traffic is instrumental to 14 70 3.2 your success in this business as long as you 13 65 3.0 understand that it is not where the majority of your opportunity should come from. Take 12 60 2.7 a look at the math. (See chart 2) 11 55 2.5 10 50 2.3 Now, where do you want your business to 12
    • continued These are the questions you must answer Source of Average Closing Results in order to put the goal-setting process into Business Ratio motion. In part two we will explore how Fresh Up 10 Percent 1 out of 10 to build daily activities to cultivate each source of business to ensure that we meet Repeat Owner 50 Percent 1 out of 2 our monthly opportunity goal. Remember unit sales follow opportunity everywhere Referral 50 Percent 1 out of 2 they go. New Business 30 Percent 3 out of 10 Be Back 67 Percent 7 out of 10 Jim Adams is the general manager at Roper Kia in Joplin, MO. He can be Phone Ups 20 Percent 2 out of 10 contacted at 800.905.0627, or by e-mail at jadams@autosuccess.biz.chart 2come from? It is clear to see that repeat andreferral business are much more productive DEALERS MUST BEthan fresh walk-in traffic. Here is thebonus: Repeat owners are easier to close,and commissions are generally higher. Thecustomer trusts you more and will allow you ON TELEVISION!to sell the value of the product. The morevalue the customer receives, the higher pricehe or she will pay.As we set opportunity goals we mustpredetermine on a monthly basis where ouropportunities will come from. Ask yourselfthe following questions: See why over 100 dealers nationwide have • How many fresh ups per day do I INCREASED SALES MORE THAN 30% IN average? LESS THAN 90 DAYS WITH TELEVISION! • How often do I contact my current owner base? We produce nearly 4,000 commercials • Does my dealership have a list of a year from our studios. We give you orphaned owners, and how can I get my hands on it? unlimited, high quality television campaigns and promotions FREE. With computerized • Do I ask everyone I come in contact with for a referral? Do I know how to media buying technology, we buy television as ask for a referral? much as 30%-40% more effectively than any • What daily activities do I have in media buyer in the nation and give you place to generate new business contacts? Do I belong to any clubs or UNLIMITED TV CAMPAIGNS civic organizations that will help me AND PROMOTIONS! cultivate new business contacts? Call for a FREE demo tape and information. • How often do I follow up unsold prospects? Do I do a great job of getting names and numbers from every fresh up that I serve on the lot? Cell phones and e-mail addresses are Larry John Wright, Inc. the two most important pieces of information you can get from your Automotive Advertising customer. “America’s Premier Automotive Advertising Agency” • Do I feel that I do a great job with 1-800-821-5068 incoming phone contacts? Am I relaxed, helpful and informative? Do I get the customer’s information and invite every phone up to the store or get the vehicle to the customer?august 2005 13
    • DavidKain E-mail Best Practices: Create an Effective Auto Response Each week I mystery team as professional and talented. This a business card then you realize it should shop dealership Web conveys to the customer that the Internet have your logo at the top. This identifies sites to see how they is a key connection to the dealership and immediately who it is from and starts the “greet” me online the most visible person in the organization brand-building process. with their auto wants to personally say hello. A well-crafted response e-mail. The message from the Internet manager/director Step 4 – Keep it briefauto response provides the first impression or specialist works well too and helps to Tell the customer as quickly as possible whatand is an effective way for me to determine quickly establish them as the point person. you want to tell them and don’t waste theirif they operate a productive Internet time. Graphics and bullet points work welldepartment. As sales people we are all taught and hold the customer’s attention better.the steps to the sale during our first days oftraining and the greatest emphasis is placed Tell the customer Step 5 – Describe your processon the initial greeting because it sets the as quickly as Some of the most effective auto responsesstage for the relationship. possible what use a 1, 2, 3-type process description to let the customer know it will be quick and easy.Unfortunately, most auto response e- you want to tell For example:mails are not an effective greeting for thedealership, and fail to arouse or motivate their them and don’t 1. We are reviewing your request andaudience. Too often the e-mails are sent with waste their time. will contact you within one hour byeither too few or too many words and theyoffer no guidance to the customer. A poor Graphics and phone or e-mail 2. We will confirm your specificationsauto response is better than a slow personal bullet points work and schedule a time that isresponse, even if the personal response isenticing. Spend the time necessary to make well and hold convenient for your test drive 3. During your test drive visit weyour first impression a great one. the customer’s will provide your price, trade andWhat is an auto response supposed to attention better. financing information right up front so you can decide if you want toaccomplish? purchase the vehicleAn auto response lets the customer know Step 2 – Use a subject line that is relevantwhat they can expect when they work with to the customer Step 6 – Provide a link to your Web siteyour Internet department. In most cases, People can receive a lot of mail from people A link to your Web site is a great way to buildcustomers have submitted leads through and companies they are not familiar. Normally brand and to establish your dealership as athird parties and have already received a we screen the e-mail address and the subject great resource for your customer. A simplestandard reply of some sort from that source. line to see if they are safe and worthwhile to mention such as: “You can visit our Web siteAs a result, your auto response greeting open. Since the lead you received typically at www.kainautomotive.com 24/7 to reviewshould acknowledge that your dealership comes from an aggregator of some sort that our updated inventory and specials.”will be handling the transaction. If your auto may be providing you the customer fromresponse is just a brief note with no benefit one of the lead sources they work with. Step 7 – Sign it with complete contactto the consumer then they may also regard As a result, the customer may be surprised informationfollow-up responses much the same and not to know a dealer will be sending them an You have the customer’s attention at thiseven open them. Don’t miss the opportunity e-mail with their dealership name in the point so make sure they know who theyto hit the ground running with an effective subject line. If the customer is not expecting are working with by signing it with yourauto response welcome that causes the to see an e-mail from your dealership they complete contact information. If the dealercustomer to want to open your follow-up may not even open the e-mail so it is best or GM is the sender make sure you includee-mails. to make it relevant to the consumer with a who the customer will be working with and generic subject line that says something like endorse their expertise. Consider providingStep 1 – Decide who you want to sign the “Response to your online vehicle inquiry” or a link with a map to the dealership for theauto response “Information regarding your Internet vehicle customer’s convenience.The auto response is designed to get the request.” The customer will realize theycustomer’s attention and welcome them to asked for information on a vehicle online soyour dealership Internet process. If the dealer the subject line is relevant and they are moreor the general manager is a well-known likely to open the e-mail. David Kain is the automotive Internet training specialist at Kain Automotive Inc.spokesperson for the dealership, it is a good He can be contacted at 800.385.0095, oridea for the initial welcome to be from him Step 3 – Use your logo by e-mail at dkain@autosuccess.biz, oror her with a line endorsing your Internet If you think of your e-mail like a letter or visit www.kainautomotive.com. 14
    • “Let’s make financing magic together.”We’d love to meet with you to discuss how we canhelp provide the best financing to your customers.With our deferred-payment option, we’re quite surewe can make you very happy.Drop your local commercial DRM a line or call1-877-TEAMBVF and make a date soon. A product of DaimlerChrysler ServicesJeep® is a registered trademark of DaimlerChrysler Corporation.
    • KirkManzo ... With Time to Spare Managers may feel as If you can only complete a limited number need to be put on the schedule first. All other though they need 27 of tasks, at the end of the day what is most tasks (small rocks) then work around the hours to accomplish important? Sell cars; everything else pales in daily events (large rocks). all the tasks placed comparison. on them by the The weekly strategy is similar. If you know dealership. The idea of This may seem obvious on the surface but the deadline for payroll is Tuesday at noon,multitasking is no longer a luxury, but rather look at how you spend your time each day. block out an hour on Tuesday morning toa necessity or is it? You order cars from the factory, follow up calculate commissions for your sales team, with sales people on factory certifications to and have another manager cover the deskToo often a manager spends his or her time qualify for their incentives, chase stips, deal and floor from 9-10 am every Tuesday. If thereacting to everyone else’s requests instead with heat cases on the service drive, etc. cut off for the newspaper ad is Thursday atof training people on when and how to 11a.m. and it takes 2-1/2 hours to set up yourschedule time with them. In order to help your dealer understand ads, schedule 90 minutes on Weds from 1- 2: exactly what it is that you do, and help you 30 p.m. and Thursday 9-10a.m. to meet theThere is one thing we all have in common. get clarity as well, do the following. Each weekly deadline. Stay consistent. ScheduleEach of us is provided with exactly the manager should make a list of ALL the tasks repetitive tasks so others can learn when yousame resources without regard for who you that you are responsible for handling (as you are and are not available to answer questionsare or where you work. We are all provided understand it). or help out.with the same size bucket to begin each day.As the day begins, your bucket is empty The results of the exercise will often reveal Follow the same routine for monthly tasks:and throughout the day it fills up until the obvious overlaps, two people addressing the Schedule monthly sales people reviewsbucket is completely full allowing nothing same tasks. This is counter-productive. For for the first week of the month. Allow 30else to fit. example, assign one person to handle dealer minutes per person, if you have more than 10 locates (hint: a sales person can be assigned sales people, split the group over two days.Now you could chose to allow other people this task to free up managers for higher People need to know you are serious aboutto fill your bucket with things that may seem value tasks). maintaining a schedule of reviews everyimportant to them but are really not on the month, so pre-appoint for next month and lettop of your priority list. Or you could first fill Areas that should be receiving attention, like the sales person know exactly what day nextyour bucket with those things that are most recruiting, are often not specifically assigned month and what time they will be meetingimportant to your success today. The bucket to any one person, yet it is the life blood for with you again.represents time. Its limit of capacity is the 24 continually upgrading your sales staff. Whohours we each have to work with daily. handles the daily one-on-one’s, the daily A scheduling template is the best way to training? Many of these large rocks (tasks) help you fill your bucket with the large rocksThe bucket can become so full of little get pushed aside because too many small first allowing you to complete the repetitivemeaningless tasks that get you no closer to rocks (tasks) get into your bucket and at the tasks required to run the dealership andyour goals. The first thing you must do is end of the day … well you just ran out of create ample time to accomplish the mostplace the large rocks (important tasks) into room and time. important task, sell cars every day!the bucket, then place in the smaller rocksas room allows. If some of the smaller rocks Break your tasks list into three categories, Believe.(tasks) won’t fit into today’s bucket, they daily, weekly, monthly.will then need to go into tomorrow’s. Daily events include save-a-deal meetings,The first step toward taking control of your one-on-one’s with sales people, assisting Kirk Manzo is the general managerschedule, your job and your life is to accept F&I with CIT issues, reconciling with the at Ziegler Supersystems. He can bethe reality that you will never finish ALL back office to make sure we are getting paid contacted at 800.858.6903, or by e-mail atthe tasks you want or need to do every day. for what we already sold, etc. These events kmanzo@autosuccess.biz. SUMMITIII November 3 & 4, 2005 MGM Grand BEST PRACTICES Las Vegas, Nevada Dealers & Managers Only See page 3 for more details 16
    • MichaelYork If Your Business Closed Today, Would Anyone Really Notice or Care There’s just no place Not everyone has 2.7 billion to throw at that range from slow to terrible, the facts say like Las Vegas. Seems a giant hotel/casino/golf resort … or at a otherwise. no matter how many dealership in Chattanooga, but everyone has times you’ve been ways of making the customer feel special for If there’s nothing very special about your there; there is still an doing business here. work or the value or service you provideexcitement or anticipation when you make then you’re lumped in with all the otherthat next trip. Flying into that oasis that still Here’s the formula: roadside “motels” of the world in the eyeslooks like a mirage in the desert is great. Whatever you sell is boring. And whatever of the customer. And if another one of them I sell is boring. Unless you or I make it goes out of business today, would we reallyWhen you see the strip and all those giant remarkable in the eyes of the customer. notice?hotels and casinos, isn’t the first thing that Unless the emotional experience they’repops into your mind something like “What getting makes the money they spend less But what if Starbucks or Harley DavidsonLas Vegas really needs is another giant important than the experience or the story or Disney World or Las Vegas closedcasino?” they can’t wait to tell about you and how tomorrow? Would anyone notice? you did it.No? Well that’s exactly what Steve Wynn You bet. And that’s the very reason it won’twas thinking. And his vision is now a reality happen anytime soon. Because people noticeamong all those other big name, big dollarproperties. Here’s the and love spending their money there. What makes you special or cool or valuable or formula: remarkable in the eyes of the buyer? AndThe slick, black, wrap-around look of TheWynn hotel, casino, shopping mall and golf Whatever you sell if you can’t answer, that’s a great place to begin your radical improvement.resort is the new color in the Vegas rainbow. is boring. AndAnd even that doesn’t do justice describingit. It’s almost beyond description. whatever I sell If all you’re doing is selling cars it can be all about price. But the feeling I get driving is boring. Unless around Las Vegas in my convertible with theYou have to see it to believe it, and even thenit’s enough to stretch your belief system. you or I make it top down and the sun winking at me from all those big shiny buildings doesn’t leave muchEvery big name boutique you’d hope to find remarkable room in my imagination to remember how in the eyes of thefrom Rodeo Drive to Fifth Avenue has a much I paid to be here. Even if I can recallspot on the Wynn walk of famous shopping. the number, it’s a small price to pay for thisPeople stand and gawk at a giant wall of waterin the gardens, and what it costs to furnish all customer. “emotional experience” that I couldn’t wait to tell someone about. And now I have.the fresh flowers inside the hotel would beenough to build most three bedroom houses. Las Vegas knows the secret to this “NOW” The reason the rich keep getting richer, as economy. So does Steve Wynn. So do they say, is because the rich keep doing theIt’s HUGE with a capital HU! Starbucks and Harley Davidson. So do things that win in any economy, and the poor(Hint: There’s a Ferrari dealership inside it.) Oprah and Jimmy Buffet. So did Elvis. (read: ordinary or average) keep doing the Do you? not-so-special things that nobody’s reallySo why another casino in Las Vegas? It’s noticing. How excited are your customersobviously not just another casino or hotel. Are you creating an amazing experience about what you do and how you do it? WantIt’s an emotional experience that people for the prospective buyer who is almost some better questions on how to improvecome to see and feel and tell others about. always first a prospective looker? Are people your “show”?If you’re coming here you can save big walking around talking about coming backmoney by staying at an older giant hotel or here to be a buyer? No one at The Wynn If you want my short list on “Wynning”some chain we’ve all heard. The rooms are is trying to stop the “lookers” from leaving in this “NOW” economy, visitclean, OK, good price, practical, etc. Sound without checking in today! Are you still www.MichaelYork.com/autosuccess.familiar? Low mileage, solid transportation, worried about selling your “lookers” todaygood price. instead of creating such an attractive “show” that they can’t wait to be back … and buy!Where’s the emotional experience at your Michael York is an author and professional speaker. He can be contacted atplace for the consumer? Are they excited This is the most sophisticated marketplace 800.668.5015, or by e-mail atabout becoming a customer? What will they we’ve ever known. And while rumors and myork@autosuccess.biz, or visitsay about you when they tell their story? excuses lament today’s economy with labels www.MichaelYork.com. 18
    • august 2005 19
    • fs feature solution BenElliott The Real Deal Pre-approval SaleDirect mail has been around for some General’s office a few weeks later about the Under the new laws, with no firm offertime and remains one of the best ways to validity of the pre-approval offer turns a bad of credit, pre-approval sales have createdfill showrooms with people. At first, mail sale into a potential nightmare. problems for dealers around the country.piece recipients were chosen by zip code or Fortunately, there are now programsdistance from the dealership. Through the In reaction to these issues, pre-approval sales available though partnerships betweenyears the selection process has become more are changing. Compiling the list of people direct mail companies and lenders that canprecise. Dealerships now select recipients who are to receive a pre-approval mail piece truly grant legitimate pre-approvals. Everybased on income level, lease termination is now done differently. Customers are still customer that receives a pre-approval letterdate, college graduation, bankruptcy, home selected based upon their credit, but now is approved. By utilizing a pre-approval saleownership, and most important, credit. Credit more care is taken to make sure that all program that truly guarantees the approvals,allows a dealership to only send mail pieces required credit criteria for approval are met. dealers can not only eliminate headaches, butto customers that fit the financing programs In bold print the mail pieces now clearly sell far more vehicles to far more people.available to the dealership. Moreover, mail state income requirements that may affect Finally a real pre-pieces can be designed with offers that the pre-approval.appeal to the selected demographic. Theoffers made in mail pieces have become approval sale wheremore and more aggressive attempting to Over the past 30 they really buyconvince customers to visit dealerships. years of running the paper! UntilPre-approval sales have grown in popularity some of the largest now, nobody hasover the last several years. Dealers have GM and Ford guaranteed to fundblanketed their markets with mail pieces operations in the every contract thatbearing messages like, “Bad Credit, country and as a walks through theDivorce, No Credit, No Problem. You arePRE-APPROVED at Somewhere Motors.” dealer myself, I door with a pre-These messages are extremely appealing to have used every approval mail piece.the credit-challenged, and many respond. direct mail company - Robert Register, Tony MooreUnfortunately, a high percentage of these in the nation … if I Automotive in Huntsville, AL. haven’t used thempeople who were lead to believe that theywere pre-approved are no longer approvedwhen they reach the dealership. This is I have at least been A second benefit of a real pre-approvalcounterproductive for everyone involved. pitched by them, sale is the additional sales and gross profit.The customer is upset because he/she wasted and I have Þnally Consider a 5,000 piece pre-approval sale$10 in gas and his day off to visit your store. without a firm offer of credit. If 2 percentThe sales person is upset because him/her found a real pre- of the people who receive the mail piececustomer couldn’t get approved. And you, approval sale with visit the dealership, there will 100 ups.the dealer, just had 100 people in the store 300up Promotions. Unfortunately, only half will qualify, sofrom a 5,000-piece campaign and less than even with a 25 percent closing ratio on thehalf even qualified to buy a car. This is not - Earl Hudson, Earl Hudson Buick 50 qualified ups there will only be 12 sales.where it ends. A phone call from the Attorney Pontiac GMC in Shelbyville, TN. Now consider the same 5,000 piece pre- 20
    • approval sale with all 5,000 pieces going topeople who qualify. With the same 2 percentreturn and the same 100 ups, the results aredoubled. Now all 100 ups are guaranteed toqualify, so closing 25 percent will now resultin 25 sales. Using an average gross of $2500per copy, the guaranteed pre-approval salewill gross $62,500. That is an additional$32,500 over the pre-approval sale without 5000 Piece Mailerthe guarantee. Traditional Method When choosing a Ups company to partner 100 with for direct mail, Ups that the three most import Qualify 50 things to consider are. 1. The validity and Sales at 25% legality of the offer; it Close 12 is important to have a 0 10 20 30 40 50 60 70 80 90 100 real deal pre-approval sale. 2. Customer service is king. A partner in direct-mail marketing Improved Method must be able to respond quickly and Ups 100 effectively. 3. The price is also Ups that important. The better Qualify 100 the price, the greater return on investment. Sales at 25% Close 25 - Keith Sheldon, GM Courtesy 0 10 20 30 40 50 60 70 80 90 100 Chevrolet Sonic Automotive Group in Atlanta, GA.By partnering with a direct mail companythat can guarantee the approval of everycustomer that walks into your dealership Gross ProÞtholding a mail piece, your dealership canavoid the problems created by the new laws Traditionalgoverning pre-approval sales, sell more cars Method $30,000and improve ROI at the same time. ImprovedBen Elliott is the president and CEO of Method $62,500300 Up Promotions. He can be contactedat 866.319.7337, or by e-mail at 0 10 20 30 40 50 60 70 80 90 100belliott@autosuccess.biz. Thousands of Dollarsaugust 2005 21
    • TonyDupaquier And You Are ... If a customer comes unable to read any coded information. into a store and buys It is the responsibility of the dealership to a vehicle with a At the same time, the customer’s information conduct its own identity theft prevention. stolen identity, who is is instantly run through the most current Banks and lenders are not responsible for at fault? The person Specialty Designated National’s (SDN) list, ensuring the identity of a customer and do perpetrating the crime which is required of all U.S. businesses to not perform any background checks becauseis at fault – there is no doubt about that. ensure they do not conduct business with the majority of banks allow their computerHowever, the bigger question becomes, who anyone on the registry. systems to approve loans based on anis responsible for the loan? The dealership. algorithm, not human verification. As part of the process, it is recommended toIf this situation has not yet happened to you, swipe the customer’s license prior to the test High-tech methods are not the only way tobe prepared to send a lender a check or two drive. If no information is found on the back deal with today’s fraudulent customers andwhen it does. No section of the country or of the card, a dealership may not want this employees. By installing a few policies,type of franchise is immune to this rampantly person to test drive a vehicle for the sake of a dealership can reduce its risk; however,growing problem. the sales person’s security. someone must inspect these polices on a continuing basis.On TV, seemingly every week, the newsreports on corporations losing customers’ High-tech For starters, become very familiar with thepersonal information or thieves hacking intocomputer systems. In June, a sales person methods are not driver’s licenses and identification cards issued in your state. Many states have aat a dealership in Texas was arrested for the only way to guide that you can get from the Departmentswitching the identities of customers whohad bad credit with the identities of people deal with today’s of Transportation that will help identify false cards. Always have a copy of a customer’swho had good credit, and the customers were fraudulent driver’s license in your permanent files for100 percent unaware of the situation. customers and further reference. A copy of the customer’s Social Security card or other identificationYou and your dealership must take action employees. that displays this number should be in every By installing anow. deal jacket.There are several avenues a dealership few policies, a Require proof of income. This may be the dealership cancan take to prevent identity fraud. It is lowest-tech method of checking identityimportant to note, though, that once a available. In many identity-theft cases,program is installed, it becomes everyone’sresponsibility in the dealership to ensure reduce its risk; the thief used people with good credit that would ensure an “instant approval” fromcompliance. most lenders. When a sales manager or Once the customer has agreed to purchase business manager sees that a credit scoreThe easiest way to ensure a customer’s a vehicle, the business manager or sales is high enough for approval, it becomes anidentity is to use an online service that manager will look up the customer and instant contract. If a lender does not requireelectronically verifies personal information. insert his or her Social Security number proof of income, most business managersOne such service is Valid Auto, which is by into the system. Once this is done, the will not ask for it. It is time for this practicefar the most advanced product in the industry. information is verified on many levels. The to change in response to the identity theftThe company started in the banking industry program starts by verifying the customer’s problem. Even if a thief does have a Socialand in the past year expanded to meet the name, surnames, middle and maiden names. Security number and an ID to back up theneeds of the automotive market. It also goes though an extensive background name being used, what other documentation check of the customer’s current and previous do they have available? Chances are, a thiefWhat makes this program so effective addresses, and it determines if the birth cannot offer up a paycheck stub to verify thein the prevention of fraud is the way the date entered matches other data systems income he or she is claiming on the customerinformation is entered into the system and with similar information. Furthermore, the statement.the measures it goes through to ensure program checks to see if the person is usinga person’s identity. Using a scanner and a Social Security number from a person who Dealerships have the ability to cover theiran online connection, the system reads is deceased – a common ploy among identity assets with simple polices enforced bythe magnetic strip on a driver’s license to thieves. everyone.pull a customer’s information – and evenemployees’ information, as well. Should a If all checks out, the system gives a clear Tony Dupaquier is the director of F&I training for American Financial &person attempt to present anything other than status on the customer. If a red X appears, Automotive Services Inc. He can bean authentic identification card, a red flag further investigation is required before contacted at 866.856.6754, or by e-mail atwill be raised instantly when the computer is contracting this customer. tdupaquier@autosuccess.biz. 22
    • ScottJoseph How to Really Maximize an Employee Price Program Last month, I promised If you did chose to ignore them then the next profits by almost 100 percent by retaining you an article on how question is, why? an additional 5 percent of your customers. to drive traffic into Simply cutting defections in half will more your showroom during You have invested a small fortune to attract than double the average company’s growth your slowest days of and earn your customers’ business. Assuming rate. the week. they will automatically come back to you is a critical mistake. The most successful offers any direct mailEvery now and then something comes along company can create are offers that areand you have to make adjustments - that time The numbers never lie. Thirteen percent of real, believable, credible and factual. Theis now! your very satisfied customers defect every employee pricing programs are exactly that. year. In a typical company today, customersRight now many of you just experienced are defecting at a rate of 10 to 30 percent Think about it for a second. The reasondramatic increases in showroom traffic due per year. Sixty to 80 percent of customers employee price offers work so well hasto the employee discount programs offered who defect to your competitors indicate that nothing to do with the actual moneyby the Big 3 manufacturers (at the time I just prior to their defection they were either involved. In some cases customers couldwrote this, all the employee price programs satisfied or very satisfied. On average, U.S. actually save more money with previouswere set to end on Aug. 1). So now that your companies now lose half their customers in rebate offers. Perception is critical. Mosttraffic challenge was temporarily solved and five years. consumers believe that employees alwaysthe manufacturers experienced nice market get the best price.share gains, the real question is, what did The reality is that 70 percent of the customersyour dealership do to protect its previous lost defected due to a lack of attention or So, if your manufacturer is continuing tocustomers from the onslaught of ads targeted interest. offer an employee pricing program, thentoward them from your direct competitors? immediately take steps to protect yourIf your answer is nothing then the short-term How is your offer better than your direct store’s most valuable asset - your previousfocus for your store may have cost you a lot competitor’s? Why should these previous customers. If your manufacturer is notmore than what you think you gained. The customers or potential future customers making these offers, you can still benefitnext question is, what can you do from this give you the opportunity to earn their by creating an offer that gives consumers apoint forward? business again? Do you really think a good chance to buy a vehicle for a price as if they satisfaction rating is enough? Customers can were an employee of your dealership.You had a supreme opportunity to be satisfied and not loyal.dramatically effect one of the only three If the Big 3 decide not to extend the offersways to grow your business - grow your The bottom line: regardless of your past Aug. 1, then what do you plan to docustomer base. You had a choice to make. satisfaction rating you must give your to keep your traffic levels high? If theYou could sit back and try to capture a lot customer a reason to come back into your employee price programs proved anythingof new business or you could have focused store and buy again. Direct mail is the most it is that a great offer and good advertisingon your previous customers simultaneously. cost-effective way to reach your previous can generate a lot of traffic. Consumers haveThink about it - if you added an additional customers - in fact it is one of the only ways. become callous to rebates. It’s nice to see25 to 50 new customers in July but 25 to 50 I’ll give you a few stats: 56 percent say the manufacturers doing what direct mailof your previous customers decided to buy receiving mail is a real pleasure; 55 percent companies have promoted for years - an offerfrom your direct competitor, you haven’t look forward to discovering the mail they that is real, but more important, an offer thegrown at all. receive; and 67 percent feel mail is more customer actually gets excited about. personal than the Internet.From the very moment GM, Ford and Everyone knows the value of keepingChrysler announced its employee pricing With direct mail you can make offers your customers. My hope is that all of you madeprogram, our business from their dealers competitors can’t. If your customer can get the decision to protect your most importantnearly doubled. I’m not naïve, and I’m sure the employee price from any competing asset – your previous customers – during thisJ&L Marketing Inc. is not the only direct dealer then why should they visit you? With outstanding marketing campaign. If not, thenmail company who has experienced this direct mail you can offer several reasons: it’s not too late. The next question you needsurge in business. Which brings me to my chance to win cash or a new car, higher trade to answer is, what can you do right now sopoint - dealers were doing everything in amounts, a free gift as a thank you for the your customer gives you another opportunitytheir power to take advantage of this offer opportunity, etc. to sell them a car today? You can start byand make sure these customers visit their giving them a believable, credible andshowroom. With the increase in advertising Plus, if you do have a great customer factual reason they should and the rest isout there, whether you like it or not, your satisfaction rating then just asking them to simple – ask them to buy again.customers were getting bombarded with give you the opportunity may be enough.every kind of advertising imaginable. Remember, 70 percent of the customers lost defect due to a lack of attention or interest. Scott Joseph is the president of J&LDid you get caught up in the excitement of Marketing Inc. He can be contactedall the “new” traffic and ignore your most Once again the numbers don’t lie. According at 866.429.6846, or by e-mail atimportant asset – your previous customers? to Harvard Business Review, you can boost sjoseph@autosuccess.biz. 24
    • CarolMartin-Ardell Steering Out of Control If you have ever those of your employee. noticed an overall decrease in the • Find common ground when enthusiasm of your communicating to others. staff, it may be their You don’t want to speak a language no way of exhibiting one else understands. Whether you’restress. Experts agree that tardiness, reserved or animated, you’ll need toabsenteeism and negative attitudes spike find ways to connect with all of yourwhen employees feel stressed about their employees -- even those who are veryjob. Stress almost always leads to some different from you. Also consider theform of bad judgment, apathy, injuries or individual personalities of your teampoor health. It can take down even the most members before taking on someoneunflappable individual. new. Feelings of resentment and demoralization are sure to follow if oneEnsuring that each member of your team person clearly does not fit in or can’tis working under acceptable conditions can relate to what others say.ease anxieties. Differences in individualcharacteristics like personality, work • Assess your own work pace.pace and level of assertiveness must be If you tend to be quick, chances areconsidered when predicting whether certain you’ll want staff members who canjob conditions will result in stress; what is keep up with you, deal with changesstressful for one person may not be stressful and stay flexible when it comes tofor someone else. juggling priorities. However, if you’re the type who doesn’t believe in rushingStress can be caused by poor communication and tends to systematically tackle onebetween a worker and a superior. Some task at a time, you’re bound to expectmanagers sometimes assume that each the same of your employees.one of their staff members is comfortabledirecting himself or herself. While some • Predetermine how much assistancesubordinates might be self-sufficient, others you’re willing to give an employee.may seek direction and guidance; many People acclimate to their responsibilitieswant their leader to be available to answer and environments in various mannersquestions or point them in the right direction and at various speeds; some are morewhen problems arise. Confusion about the willing than others to take risks.expectations of a manager versus the needs Remember, though, that mistakesof an employee will cause stress. and wrong decisions can sometimes be made when individuals try to takeIf you are the type who focuses on end results, matters into their own hands. Can youthinks for yourself, acts independently and deal with imperfection?expects others to do so as well then look forworkers who are self-governing and not so When people are feeling stressed on the job,timid or meticulous that they must be walked their behavior often becomes uncharacteristic.through everyday situations. The gregarious, enthusiastic worker who normally charms everyone might suddenlyIf you tend to control the details of most seem outspoken -- talking first, thinking later.situations and prefer to keep everyone on a Your ambitious, assertive sales person mightshort leash, avoid taking on employees who transform into a bold, overly aggressivecrave freedom and want to resolve their own competitor, someone who intimidates peopledilemmas. Be prepared to loosen up your or bullies them around. Watch for thesemanagement style when trying to see eye to behaviors, and be assured that if you haveeye with a freedom-loving subordinate. some insight about your employees, you’ll be able to manage them more effectively andTry these tactics to help decrease everyone’s reduce environmental stress.stress on the job: • DeÞne each subordinate’s role. Be sure each employee knows what you Carol Martin-Ardell is a senior consultant do and do not expect. This will avoid with the Omnia Group. She can be confusion and help to steer off any contacted at 800.601.3216, or by e-mail at conflicts between your objectives and cmartin@autosuccess.biz.august 2005 25
    • AnthonyHall Fact Finding Facts lead to more Broad questions: vehicles. To make sure we find the one that sales and more profits. They give the customer the latitude to speak is best for you, is it OK if I get some basic You’ve heard this freely as they usually require a descriptive information? saying, “Information answer. Psychologically, it is a good idea is power.” This is one to begin with broad open-ended questions Circumstance questions: of the keys to success since the customer’s response will provide Do you use your vehicle for work? Do youin sales. Facts will: you with his or her’s frame of reference. tow a lot? • Predict objections Examples: “Tell me about the vehicle you You should always begin with broad • Eliminate objections are driving?” Or, “What brought you to the questions because you want to establish • Help better overcome objections dealership?” Also “Why are you looking to the customer’s frame of reference, if broad • Find out what is really important to replace your vehicle?” questions are not effective, you must switch the customer (hot buttons) to narrow questions but remember getting • Show that you have a true interest in the customer to provide relevant information • the customer’s wants and needs Build better rapport The key is for you is the purpose of the interview. To find areas of need, the customer must tell you what he • Personalize the presentation to listen during or she needs. Such as who, what, where, • • Help with better vehicle selection Eliminate misunderstandings the sales interview. when and why. • Establish control Listening enables A sales person must avoid asking theThe key to fact finding is effective you to identify following questions because they will lead to negative responses and loss of control!questioning skills, backed up by active beneÞts fromlistening. The questions we ask and how weask them are essential to fact finding. what you hear. • • Would you like to drive the car? What color do you desire? The sales person • Have you been shopping?The purpose of questioning is to develop anawareness of the customer’s actual needs often wants to sell • • What have you been offered? What do you think your trade isand priorities. All too often, sales people by doing all the worth?have a tendency to do all the talking andlittle or no listening. The key here is if the talking. • Would you take? • What is it going to take to do businesssalesperson is doing the talking, he/she never today?finds out what is important to the customer.Don’t make the mistake of trying to sell what Narrow questions: The key is for you to listen during the salesyou think is important rather than taking the They are direct; they guide the customer to interview. Listening enables you to identifytime to find out what is important to the a specific topic or need that the customer benefits from what you hear. The salescustomer! may not have considered previously. They person often wants to sell by doing all the usually are answered in one or two words talking. This could be the biggest mistake aThe objective of questioning is to enable us and are particularly effective when the sales person makes. Ask questions and listento lead the customer to conclusions that are customer is not very talkative. By directing for needs and then turn features into benefitspositive and consistent with our purpose as the sales presentation through the use of through the listening skills you’ve learned.opposed to giving the customer conclusions narrow questioning, you are able to receivethat are not his own. All of us can relate to vital information about the customer’s Customers want you to help them buy!the fact that we much more readily accept needs. (Danger: Narrow questions thrown atour own ideas than someone else’s. the customer in rapid fire succession tend to I’ve seen sales people sell cars and buy them be intimidating and cause the customer to be back by running their mouth.While questioning in itself is not difficult, it on the defensive!) Narrow questions shouldrequires some discipline because it represents be used to direct the customer’s attention to God gave you two ears and one mouth usea departure from our old established ways of a specific area of need or conversation, and them in proportion.doing things. With effort and practice, you to promote agreement.will be amazed at how well the customerresponds to your showing an interest in him Example: “It sounds like reliability is anor her by asking the right kind of question. area of importance to your decision, is thatRemember, we all like to talk about what is correct?”important to us. Anthony Hall is a training consultant Permission questions: at Ziegler Supersystems. He can beThere are two types of questions we will be Would it be alright if I ask you a few contacted at 800.610.9047, or by e-mail atworking with, they are broad and narrow. questions? We offer a wide variety of ahall@autosuccess.biz. 26
    • SeanWolfington Is it Marketing, the Manufacturer or Leadership Take a look at your A leader in the automotive industry emerges will immediately buy into a radical vision, dealership, think from being able to identify and serve the and some will join the show much more about other places fundamental needs, aspirations and values of slowly than others. The leader takes every you’ve worked and the customer. Leaders engage their customers opportunity and will use whatever works to other organizations and their stakeholders by: developing a convince others to own the vision. you know and ask vision, selling the vision, finding a way In order to create followers, the leader has toyourself what is it that fuels their success? forward and leading the change. be very careful in creating trust. The personalIs it market conditions? Inventory mix? integrity of the leader is a critical part of theFranchise number and type? Number of Developing the vision package they are selling. In effect, they arerooftops? Marketing strategy? While there Leadership starts with the development of a selling themselves as well as the vision.are many factors that contribute to whether vision, a view of the future that will excitea dealership will thrive or flounder in the both employees and customers. This vision Finding the way forwardindustry today, it’s leadership (or lack may be developed by the leader, by the To adapt and thrive in the ever-changingthereof) that will make or break a store. senior team or may emerge from a broad automotive industry, the leader is constantly series of discussions. The important factor is seeking the way forward. Some leadersLeadership is about implementing new ideas. the dealer and the leadership team buy into know the way and simply want others toWhether you’ve been in the business five it completely. follow them. Others do not have a readyyears or 50, leaders learn quickly that it’s strategy, but will happily lead the explorationimportant to continually change themselves. Selling the vision of possible routes to success in bringing theThey stay flexible and seek to continually It’s not enough to create the vision; you have vision to life.improve themselves and those around them. to sell it. Selling the vision isn’t somethingLeaders appeal to higher ideals and values of that happens once and bam it’s sold. Instead, The route forward may not be obvious andfollowers. In doing so, they model the values a leader finds that he or she is constantly may not be plotted in details, but with a clearthemselves and use charismatic methods to selling and reselling the vision. This takes vision, the direction will always be known.attract people. energy and commitment, as few people Thus finding the way forward can be an ongoing process of course correction. Leading the charge The final stage is to remain up-front and These People Are Bad. central during the action. Leaders are always visible. They show by their attitudes and Thats Good. actions how everyone else should behave. They also make continued efforts to motivate and rally their followers. People with bad credit arent always bad people. They can be really good if you know how to find and process It is their unswerving commitment as much them. Last year we handled over as anything else that keeps people going, 2,500,000 Sub-Prime leads with particularly through the darker times when our VOISYSTM Loan By Phone, some may question whether the vision can Direct Mail and Internet ever be achieved. The leader seeks to infect programs. We guarantee our his or her followers again and again with a programs, performance and high level of commitment to the vision. results 100%. Call us now and learn One of our goals is to help dealers clarify how we can help you their vision, sell it to those around them and with Sub-Prime create a tactical plan to move the dealership prospects. Youll do forward. We leave it to them to lead the a better job and charge, and as a result, they find themselves generate extra profits! selling more cars, making more money and having more fun while the competition is left Good is good. in the dust. Bad can be awesome. 1-800-438-8642 www.voisys.com Sean WolÞngton is the owner of BZResults.com. He can be contacted at “Were the car guys helping car guys!” 866.802.5753, or by e-mail at swolÞngton@autosuccess.biz. 28
    • RandyBarone New Software Steps Up Pre-Owned ProÞtability You can experience an This is achieved with specially designed increase in efficiency software that provides a history of prior sales and more strategic on a particular model, which helps make the management of your customer more confident about purchasing pre-owned business the vehicle, as well as the transaction with technology that process overall. Because you have beenwill help you reach a greater profit potential. able to obtain highly accurate appraisals,New software systems can now minimize your customers feel more confident aboutthe margin of error on such transactions as their decision at point of sale. Manyappraisals and trade-ins, and give you the new versions of the software also offertools you need to make the best inventory integrated CARFAX® reports that not onlydecisions for your market. appeal to customers, but protect you from unmentioned vehicle damage, as well.Getting the right inventory we’re this close to a cureHow do these software packages achieve Your appraisal process becomes streamlinedall of this? First, by enabling you to make to ensure a consistent presentation tothe right offers on the right vehicles to customers every time. “Appraised vehicleensure that your inventory has the greatest sheets” reflect professionalism and integrityappeal to potential buyers. This enables your -- qualities that customers will connect withdealership to sell more new cars and gain your dealership and subsequently discusseven more customers. among their families and friends. It’s a way to generate substantial referrals and repeat business with a click of a mouse. If a customer comes to a dealership Another important advantage is in terms of compliance for your dealership. It is the looking for a speciÞc most fair and accurate appraisal process car that is not on possible. If a customer decides to “private the lot, they don’t sell,” the market data provided on similar vehicles enables you to present fact-based have to be turned appraisals as an added benefit for them. away. You can scan Empowering dealer groups inventory at different For dealer groups with inventory sharing locations and give and multi-store supervision, the software Juvenile Diabetes them what they want. provides added empowerment. If a customer Mary Tyler Moore affects millions comes to a dealership looking for a specific International Chairman and causes long- car that is not on the lot, they don’t have to term complications like blindnessThe software’s appraisal tools make it less be turned away. You can scan inventory atlikely you will lose sales to a competitor different locations and give them what they and kidney failure. Not to mentionbecause you didn’t offer enough on trade-in want. Also, your appraisers are alerted if pain and worry no kid should havevalue. The software also creates an ideal the customer received an appraisal at an to live with. But we’re closer thaninventory model that is customized for affiliated dealership.your dealership. This model indicates the ever to a cure. Your help makesbest inventory to stock on the lot, and gives You also can exchange vehicles that are life-saving research possible. Callyou accurate information on which vehicles not likely to sell on your lot for ones that 1.800.533.CURE or visitturn faster and make the dealership the most are. The system can be set up to enable www.jdrf.org.profit. The software takes the guesswork out groups to track “true” inventory time as aof deciding which trades to keep and which vehicle moves to associated group locations.to sell on the Internet, as well as which Still another advantage is the ability tovehicles to trade and which to send to an reduce wholesale losses significantly, whileauction. increasing retail unit sales and profit.Driving customers to your pre-ownedshowcaseOnce the software has given you an ideal Randy Barone is vice president of sales atinventory model, and the inside knowledge American Auto Exchange Inc. a subsidiaryand information on how to build that of JM Family Enterprises. He can beinventory, you can quickly enhance customer contacted at 800.901.3017, or by e-mail atrelationships and increase your sales. rbarone@autosuccess.biz.august 2005 29
    • MarkTewart The Champion Coach Great managers view poor results. Managers and coaches can’t demonstrate. If the player believes the process themselves as coaches give a process to their players and expect can be executed properly and has evidential more than managers. the process to work without consistently proof that his or her coach or someone else There is an old adage: motivating and leading the players in the can do it in the way that is expected, the “Lead people and system. player will emotionally buy into the process. manage things.” There The coaches must get the commitment oris a fine line between creating and utilizing Think of your process like a machine. A buy-in for anything to work. Therefore,systems and processes and micromanaging machine is created to perform the desired coaches must have the trust and respect ofdetails without emphasizing the power of function. Once you create the machine, you the players. There is also a second part ofpersonal interaction. test it and know it will work. It fails when the the demonstration that must take place. The mechanics of the machine break or when the demonstration phase should move from theGood systems and processes should allow operator has an error in operating the machine. coach demonstrating to the player to the stageemployees to raise their performance by Your business process is much the same. where the player performs the functions withgiving them confidence in their direction close direction and inspection of the coach.and lessening the burden of the manager When you integrate a player into a system,and coach from having to constantly inform you must explain what they are to do. Next, The last step of the implementation is never-people of their expected actions. a coach must explain why the player must ending. This stage is continual coaching perform the tasks required utilizing the and inspection. Players must know theyThe problems and obstacles for mangers and desired process. When the why gets strong, are continually being coached, inspired andcoaches happen when the process is elevated the how gets easy. If a player is clear about reviewed in their performance.over the players who utilize those systems and the why, the process will be performed with Recently, my daughter Erin secured aan improper implementation training process maximum results. summer job after her first year in college.is used. Great systems with poor people make She is employed by the J. Alexander chainfor poor results. Great systems tied to poor The third step is to demonstrate how the of restaurants. The process employed by J.coaching of people in the system results in tasks and process work. Don’t just tell – Alexander’s is not only a good reference point for the steps of coaching that I have mentioned, but is a reference for excellence. Erin was interviewed and profiled by three different managers on three different Keep your customers occasions. When Erin was hired, she had to complete detailed training that would make for just pennies a day. many businesses green with envy. Erin had to train with a study guide consisting of more than 100 pages. Erin had to pass six written tests just to begin serving as a waitress or as they are called in their culture – champions. She had to be able to recite the company creed. Further training and testing was required to be Loyalty DriverTM by . able to serve on the weekends, which are their busiest days. Before being released to begin is email marketing made her position, Erin had to shadow another easy. Your own customized trained champion and then switch and have e-newsletter with profes- the experienced person trail her. Both Erin and I were amazed at the commitment to sionally written content process, training and implementation. and sophisticated report- ing including our unique Remember, the processes and dedication of J. Alexander’s produces a champion who buy signal allowing you to can serve and produce an experience that know when your customer is measured in small dollars. Your business is ready to buy. may produce a product and experience that is measured in many thousands of dollars. Based on your process, training, implementation and coaching, are you a coaching champion? CONTACT US TODAY at 866-964-NEWS (6397) ext.214 Mark Tewart is the president of Tewart Enterprises. He can be contacted at or email us at loyaltydriver@imninc.com 866.429.6844, or by e-mail at mtewart@autosuccess.biz. 30
    • PattiWood Smile and the World Smiles With You You’ve experienced you are tired of getting up at 3 in morning to cooperate. So even when the smile was it. You come into the and changing their diapers. A child’s smile a football field away the cave man noticing office with a real big has been shown to give the same level of him approach his cave knew the smile was smile on your face stimulation as eating 2,000 chocolate bars or safe and he shouldn’t be afraid. and suddenly people receiving $15,000 in cash. respond to you with Does a smile mean that someone isa smile and seem to treat you better. It’s a How do you smile or what deÞnes a smile? happy?well-researched social phenomenon. In fact, You can use more than 80 different facial No. There are more than 50 different typesjust looking at the photos of happy-faced muscles to smile, and we typically see it of smiles. We smile not only when wepeople has been shown to make a person as a spreading and upturning of the lips. It are happy but when we are feeling otherbrain waves go to a happier mode. And a changes the face significantly enough that emotions, as well. This may make it difficultseeing a smile can give you more pleasure it can be detected and recognized after 3 to tell what someone really means when theythan money, sex or eating chocolate. In this seconds from a great distance, 300 feet, smile. According to Paul Ekman, the fatherarticle you will discover the answers to some or the length of a football field. Sounds of facial expression research, there are moreperplexing questions about smiling. incredible doesn’t it? than a dozen different positive emotions expressed with various smiles. If you knowWhen do you begin smiling? Why did our ancestors need to smile? what specific part of the face to look at youThough babies aren’t born smiling, about Though they did not attend a lot of cocktail can tell whether someone is really smilingthree weeks after birth, babies give a fleeting parties where they needed to smile and from happiness or not.smile in response to touch and sound and make small talk, our cave man ancestorsvisual cues like the funny faces and sounds did run into other cave men they did not How can you tell if someone is giving ayou tend to make. They start recognizing know. So they smiled as they approached a sincere smile?faces and smiling socially, that is smiling stranger to say, “I am harmless. Don’t pick Look at the eyes not the mouth. Whento get you to smile and treat them well at up your spear and kill me.” In fact, it is theabout eight to 12 weeks. Just about the time oldest form of expression to show a desire continued on page 36august 2005 31
    • PaulAccinno Leverage Your Ofßine Marketing Efforts “Just $199 down Here are some tips on how to accomplish the ad agency or the local newspaper. ... $199 a month ... this: These will show up fine with Adobe that’s $199 down ... Acrobat Reader. Make sure your Web and $199 a month ... Step 1: Have an initial meeting with site provider installs a simple button this is not a lease ... your dealer and general manager to download the Reader. TV and radio you own it just $199 to explain that you would like the commercials could be difficult baseddown and $199 a month,” Intones the radio dealership’s Web site to tie into on the location and bandwidth of yourannouncer on a local dealership’s latest radio the weekly and monthly dealership customers.spot. It most likely ends with ... “so visit us at promotions and to be sure that thewww.dealershipname.com.” This is a good Web site URL is included in all forms Step 4: If you have specific offers beingidea; to tie online marketing to “offline” of advertising. Make sure everyone advertised (like the one mentionedmarketing. It’s called “synergy.” The only is on the same page when it comes to at the beginning of this article) beproblem is if you went to the dealer’s Web marketing synergy for your Web site. sure they are included somewhere onsite, there would most likely be no mention the Web site under weekly specials,of this special offer, let alone a listing of the Step 2: Ask to have a subsequent featured vehicles or special offers. Also,vehicles that qualify for this offer. meeting that includes your ad agency you should include your offline offers in and Web site provider. your responses to Internet leads.This is a challenge at most dealerships. Short There is noof updating the inventory on a regular basis, Step 5: Instruct your ad agency to havethere is typically little else on a dealer’s Web commercials and ads drive customerssite that is current or refers to offers andevents that appear in newspaper, radio, TV question that to the Web site for details. “Only $199 down and $199 a month. See our Weband direct mail ads. having a well- site at www.dealershipname.com for specific details and to view our entirePart of the challenge is that Internet integrated inventory of these certified pre-owned, marketingmanagers are not always in the loop when late model low-mileage beauties.” Init comes to making marketing decisions and the old days, you would say “See this programplans for the dealership. These decisions are Sunday’s ad for details.” but why drivetypically made with the dealer or general someone to a newspaper full of yourmanager and the ad agency. So getting theinformation you need to keep the Web site can increase competitor’s ads? Be sure to utilize this same strategy in all your offlinecurrent from a marketing perspective is a hit-or-miss proposition at best. The other factor your total mediums.that makes this difficult is the time it takes to dealership Step 6: Be diligent. Monitor your sales, not justdo this properly. As we discussed in July’s Web site at least weekly to make surearticle, “Maximize Your Internet Sales” that your ad agency and your Web site(page 20), the Internet manager’s mainresponsibility is to sell Internet appointments Internet sales. provider are communicating. Send them both quick e-mails if you find one end isnot be a marketing manager. dropping the ball. Step 3: With the support of yourThere is no question that having a well- management team, explain to the ad If you set this process up correctly in yourintegrated marketing program can increase agency how important it is to include initial meetings, it can be a pretty painlessyour total dealership sales, not just Internet the dealership URL in all advertising and seamless experience that allows you tosales. TV commercials only last 30, 15 and that you want to leverage as many harness the significant monthly advertisingor even 10 seconds. Radio commercials aspects of the dealership’s marketing expenditures of your dealership andtypically last 60 or 30 seconds. Billboards efforts online. Ad agencies typically ultimately sell more vehicles on the Web.go by in a flash. There’s only so much room forget to include the URL in dealershipon a direct mail piece, and you’re probably advertising. More specifically, whennot in the newspaper every day. But your graphics are produced for print, you wantWeb site is available 24/7/365 and typically those same graphics sent to the Web sitehas unlimited space to provide details for provider in a digital format. You shouldspecial offers and campaign details. So using include those (tent sale graphics as anyour Web site to support and leverage your example) on your homepage with some Paul Accinno is the preseident and CEOoffline marketing efforts is a key factor in supporting copy. Also get a PDF file of of WorldDealer, Inc. He can be contactedmaintaining a truly integrated marketing the weekly newspaper ads forwarded at 866.319.6284, or by e-mail atprogram. to your Web site provider from either paccinno@autosuccess.biz. 32
    • 1-888-Get-A-Car & www.getacar.com Only One Dealer Per Market Call Now for Exclusive Rights Details View TV Spots at www.getacar.com/dealers.htm Programs Include: Leads Advertising Assistance TV Spots Training for your Special Lenders Finance Department Bankruptcy Mailer SoftwareSTOP Paying per Lead! One Flat Rate For UNLIMITED LEADS! Get A Car, Inc. 800.790.1212 Joe Perot - President email: perot@getacar.com www.getacar.com
    • DanVogel CRM Evolution Advanced dealerships some challenges. Wouldn’t it be great if customer prospects, whether they walk in, that have invested a single tool could help dealerships take phone in, or come in through the Internet. in the excellent customers through the full cycle of pre- and The overall Web-based program should Customer Relationship post-sale CRM? Dealers across the country enable customized marketing campaigns M a n a g e m e n t would benefit from the cost savings of based on a wide selection of customer data(CRM) technologies available for both dealing with one vendor that can offer a points. Under the single interface, qualifiedlead management and customer retention single tool that will provide a single point of leads and timely service reminders willhave experienced increased dealership data entry, and the ability to stay in contact be directed to the customer retention andclosing ratios and retention rates. For some with all customers at any time. follow-up systems accordingly, so dealersdealerships, applying these tools has become can capitalize on promising opportunities.fundamental to helping manage daily Automotive CRM vendors will soonbusiness. Beyond managing daily business, begin to address the challenges faced by Beyond an excellent retention and leadeffective automotive CRM tools are vital to dealerships that are using multiple systems. management foundation, the following listthe long-term customer life cycle where a In the near future we will start to see cutting- outlines added benefits that dealers candealership must have access to, and stay in edge CRM vendors leading a shift to single- look forward to in future integrated CRMtouch with, customers for several years. interface CRM solutions. The new solutions programs. will be designed to coordinate all outreachAlthough there are efficient lead to customers and prospects combining • One-time entry of data for prospectsmanagement and customer retention tools lead management with post-sale retention or customers, even across aavailable for dealers today, setting up and and integrating customer segmentation dealership groupmaintaining multiple programs can present with personalized communications across • Reduced administrative and billing multiple channels. duties • Flexibility between in-house and #1 Dealer An integrated solution will also allow dealerships to streamline administrative outsourced strategies depending on changes in season, budget andSuccess Variable? and accounting tasks by dealing with one vendor, accelerating outreach time, reducing staffing fluctuation • Option to outsource day-to-day • Franchise? • Location? staff hours dedicated to CRM and easing outreach functions to CRM vendor if transition and work flow during periods of faced with an immediate deficiency • Facility? • People? O high employee turnover. in staffing and/or expertise • Coordination of outreach across all Great people make the real difference! But with Forward-thinking dealers always have a departments before and after the all the demands on your time and the shortage of automotive professionals in the market, how do lot to risk and a lot to gain when adopting vehicle sale you build the right team that will determine your new technologies. Due to rising dealership dealership’s level of success? overheads, dealers are aware that efficiencies An effective CRM partner is vital to Automotive Careers, Inc. is a personnel search provided by single-vendor solutions can increasing a dealership’s bottom line. firm that specializes in automotive retail management positions. We have been assisting significantly impact their bottom lines. The By streamlining communications and dealers identify, hire and retain the best available dealerships at the forefront of the single- transactions, combined solutions should candidates to fit their dealership’s needs and solution trend will experience more control, grant dealers unmatched capabilities in culture since 1989. We have spent over 15 years searching out and monitoring the progress of less complication and better efficiency increasing dealership efficiencies, customer hundreds of automotive professionals and our data because their services, parts and sales, and loyalty, and extending the consumer base continues to grow every day. We also employ state of the art recruiting methods, including marketing efforts will be truly aligned under purchasing lifecycle. Most importantly, the Internet processes and blanket search techniques one program via a seamless point of entry. next wave of CRM tools will make the task to identify the top talent in the industry. of customer outreach easier and more cost- We are proud of the positive impact we have had Dealers should expect that CRM effective. on our clients’ businesses and our candidates’ careers. We welcome the opportunity to assist components will include advanced your dealership meet the demanding standards of customer segmentation with personalized the retail automotive industry. communications across multiple channels,Automotive Careers, Inc. including e-mail, telephone, Web sites and Dan Vogel is senior vice president and general manager of AVV Inc., a E-mail: dan@AutomotiveCareersInc.com print media. Lead management features subsidiary of Autobytel Inc. He can be Web site: www.AutomotiveCareersInc.com should include real-time tracking of contacted at 866.826.8907, or by e-mail at toll free: 866.318.8010 communication between dealership and all dvogel@autosuccess.biz. 34
    • HOW TO STEP AHEAD OF YOUR COMPETITION USING THE EMPLOYEE PURCHASE PROGRAM Now is the best time to take advantage of the additional advertising the manufacturers are producing on your behalf. The Wolfington Group produces high performance sales events on behalf of franchised new car dealers across the country, with no outsourcing and no subcontractors. The Wolfington Group’s family of employees consists of over 100 automotive professionals dedicated to the success of your dealership’s events. • The Wolfington Group’s media and art teams will create and execute all advertising for your event. (with measurable results) • The Wolfington Group’s call center will field all incoming calls and effectively set appointments for your event. • The Wolfington Group’s team of 10 automotive professionals in your dealership for setup, hands-on training and complete execution of your event from start to finish. • The Wolfington Group’s compensation is based solely upon results. Currently Accepting August and September dates Current Wolfington Group market areas excluded. The Wolfington Group can be reached at our offices: 254 Western Avenue, Augusta, ME 04330 Toll Free 1.800.331.9361 Or visit our website: WWW.WOLFINGTONGROUP.COMWolfington, a trusted name in the automotive industry since 1876.
    • continuedcontinued from page 31looking for a real smile we usually look for a Movement is key. and her voice not sounding truly happy.zygomatic smile because it uses the zygomatic If you are with a person as they smile, lookmajor muscle that runs from the cheekbone for the wave. No, not the football stadium Does it pay to give real smiles?down at an angle to the corner of the lips. In a arm wave, the face wave. Real smiles seem Experts coded women’s smiles in theirzygomatic, smile the lips turn up significantly to crest over the face like a wave, changing yearbook photos. Women who gave realat the corners and the cheeks seem to lift up. very rapidly from a small facial movement smiles were compared to those who didn’t.This smile makes us look happy. around the lips and lifting the sides of the Years later the real smiles overwhelmingly face and the eyes then the brows into a had happier lives.The lower part of the face, however, is easy broad, open expression. Put your hands flatfor someone to manipulate, so the person over your face right now. Let your face relax. Do men and women smile differently or forcould be giving a fake smile. Now visualize a time when you were really different reasons? happy or say out loud the word ‘money’ and You know the answer to this one. Any manThe upper part of the face is key. We often smile. Did you feel your hands move up. who has heard there wife say, “Everything islook for the little wrinkles at the middle Did you also notice saying the word money fine” as she presses her lips together tightlyoutside corner of the eyes. Most people creates the wave, kind of funny isn’t it? with slightly raised corners knows thatcall them crow’s feet, but I call them happy women fake smiles more than men do. Hefeet. Michael Douglas inevitably has those Timing is important. knows he had better watch out. Women fakewrinkles when he has his wife on his arm. Just like other facial expressions, when smiles more than men do and are more awareAgain that still may fool us. We still don’t the smile occurs the person’s words and of smiling. Though they are more likely toknow just from crow’s feet if someone is emotions tell you if it is heartfelt. Typically, stop smiling in private. Men, as a gender, arehappy or he or she wants to look happy. a person will feel happy, smile and then say uncomfortable around women who aren’t something happy. Feel - show - say. If you smiling. Men are often concerned that theirTypically, when someone is really happy, ask them if they are in a good mood and they smiles will make them appear less powerful.their brow lowers and their eyes seem say, “Sure.’ Then they hesitate, then smile It makes sense as men with higher levels ofsmaller. So look specifically at the muscles they are not feeling that smiley. testosterone smile less often. It is rather sadthat surround the eye socket. The muscles because if you smile less often you tend toaround the outer part of the eyes are hard to Listen to the voice. have fewer close relationships with others.consciously control, only 10 percent of the The timbre of the voice of a real smile ispopulation can do it. So a real smile, that is so distinctly different than a fake smile that Do Americans smile more or differentlyone from joy, contracts the circle of muscles the blind have no trouble distinguishing the than people in other cultures?around the eyes. You also need to look at the voice of someone giving a real smile. And Americans smile more often and are morebrows overall and see if they lift from the you have probably experienced a cashier likely to simply part their lips and stretch theperson’s normal resting position. giving a fake smile and ‘Have a nice day’ corners of their mouths to smile. Basically, we give a lot of fake smiles. Though the British have a retrained dignified smile they more likely than us to smile by pulling their lips back and upwards and exposing their lower teeth and doing the eye- changing real smile. The French rarely smile at a stranger, and tend to think Americans who smile all the time look ridiculous. But once they know you they will smile just as positively as anyone. In some cultures people will put their palm in front of their face to cover an embarrassing show of emotion given by a smile. In Korea, smiling can be seen as something shallow people do. In Indonesia the resting position of the face is very often a smile. Just as the cheshire cat left its mysterious smile behind when it left, the smile has a lasting effect on us. Next month you will learn how the smile effects your relationships with your coworkers, sales and customer service interactions. Patti Wood is the president of Communication Dynamics. She can be contacted at 800.849.3651, or by e-mail at pwood@autosuccess.biz. 36
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