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AutoSuccess Dec07

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

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

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

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  • 1. Sell What It Does, Not What It Is Volume 6 • Issue 6
  • 2. WE’RE PROUD TO SAY WE’VE DONE SOMETHING COMPLETELY NEW. “Highest in Dealer Satisfaction With Online Buying Services For New Vehicle Leads” OF COURSE, WE HAVEN’T FORGOTTEN WHAT GOT US HERE. “Highest in Dealer Satisfaction With Online Buying Services For Used Vehicle Leads, Two Years in a Row”This honor says a lot. It says that car dealers appreciate our service. It says that we help generate business.And as the only company to earn these awards for both new and used car services, it says that we keepimproving our service. That’s something we will continue to do. We want to thank our dealers for helping usearn these awards. They’re more examples that show What We Do Works.For information, call 877-261-9418 or visit awards.autotrader.com today.©2007 AutoTrader.com, Inc. All Rights Reserved. “AutoTrader.com” is a registered trademark of TPI Holdings, Inc. used under exclusive license. AutoTrader.com received thehighest numerical score for used vehicle leads in the proprietary J.D. Power and Associates 2006–2007 Dealer Satisfaction with Online Buying Services Studies. 2007 study SMbased on 1,758 dealer evaluations in May–June 2007. AutoTrader.com received the highest numerical score for new vehicle leads in the proprietary J.D. Power and Associates2007 Dealer Satisfaction with Online Buying Services Study. Study based on 1,758 dealer evaluations in May–June 2007. Your experiences may vary. Visit jdpower.com. SM
  • 3. Over 2 Million Vehicles Processed Daily Visit Us at NADA 2008! Booth 3601 WestHomeNet 866.653.1155 220 Willowbrook Lane | West Chester, PA 19382 www.homenetinc.com | salesteam@homenetinc.com 23 egap no elcitra ruo eeS
  • 4. Artful Questioning 8 TomHopkins Getting What You Want From People How to Get Buy-In, Follow Through and Enthusiastic Participation on Projects, Tasks and Goals 10 PattiWood on the cover The Value of Mentors 11 BrianTracy Hitting the Jackpot...With Digital Ads! 12 DaymondDecker Failing Forward Successfully Can Mistakes Actually be Good for You? 14 DebbieAllen Personal Success 18 SeanV.Bradley Is This As Good As It’s Going to Get 20 RalphPaglia The Power of Now 22 MarkTewart Exceed the Online Customer’s Expectations 26 LisaKeller What Does it Take to Succeed in Sales 30 MichaelYork Two Words That Can Make a Difference 32 JesseBiter Internet Sales 20 Group 36 SeanV.Bradley Dump Your Sales Slump 38 RalphR.Roberts helping to support... God is the source of all supplyHebrews 12:1 - Let us run with endurance the race that is set before us.Patrick Luck, Editor & Publisher Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist Brian Balash, Sales-improvement Strategistluck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com bb11@sellingsuccessonline.comThomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Scott Schaeffer, Sales-improvement Strategist God is the source of all supplydesign@sellingsuccessonline.com ddavis@sellingsuccessonline.com sschaeffer@sellingsuccessonline.com3411 Pinnacle Gardens Drive | Louisville Kentucky 40245 | phone: 877.818.6620 | fax: 502.588.3170 | www.SellingSuccessOnline.comAutoSuccess 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@autosuccessonline.com. Subscription rate is $69 per year. AutoSuccess welcomesunsolicited 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 ofAutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counselbefore 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’ namesavailable 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.
  • 5. STS TomHopkinssales&trainingsolution Artful Questioning Many automotive When salespeople say things like that, involving the shortest time period possible. salespeople who they’re doing nothing more than adding It’s all about the time and convenience of haven’t yet reached the professional stage to the old stereotype of car salespeople as the client. think professional selling is exactly the being right up there with lawyers on the opposite of what it really is. They get started. list of people with whom you least want In fact, there’s a dealership in my local They learn the product and what the special to spend your time. When they use such area that’s bragging about one of the offers are, and then push them on the next aggressive methods, what are they doing? most common objections people have to client who comes into the dealership. They’re pushing, aren’t they? They’re shopping for a new vehicle — the length of nagging, pleading, arguing. They’re telling time required to do it. They are promising When you entered the selling field, you potential clients things they may not care not more than one hour of time to handle all may have thought, “Now my job is to talk to hear. They’re trying to ram obvious self- the paperwork required for an automotive and talk and talk.” So off you go. “Here it serving statements down the future clients’ purchase. One hour from decision to drive- is folks. The single, best answer to your throats. In effect, they are saying, “I’m out away. The only way they can make and keep driving needs. Oh, you’re going to love it. to make you buy something. The only reason a promise like that is to have their sales You’d better get one now before we run out I’m doing that is to put money in my pocket, team gather all the necessary information of inventory.” and I don’t care whether what you buy helps for the paperwork as they discuss the you or not. I’ve got a quota to meet.” various vehicles. They have to ask the right The professional automotive salesperson, questions in order to hear the right answers the true Champion, realizes that people have True Champions, those who make successful to economize on the client’s time. two ears and one mouth, and that they should long-term careers in the automotive business, be used in those proportions. This means realize that telling isn’t selling. Champion Have you ever been surprised at how freely that after talking 10 seconds, you switch salespeople never make people feel they’re you’ve talked to certain salespeople before your mouth off, switch your ears on, and being pushed for the simple reason that they buying from them? They were alert and listen for 20 seconds. This also means that, never push. What they do instead is to lead. interested. You felt comfortable with them. instead of overwhelming your future client They find out by asking questions where Recalling those conversations, you may with your knowledge of the automotive the buyer wants to go. Then, they take them think you were leading and the salesperson industry and your particular line of vehicles, there. was following. Superficially, that may have you encourage them to tell you what they been true. In a deeper sense, however, that know, what they need and what they want. Champions lead their prospects from the professional salesperson was leading all the Let’s compare the two methods. initial contact to happy involvement in way and you were following all the way. new or used vehicles by not talking all The average salesperson sounds something of the time, but by listening most of the How did that happen? The Champion sales like this: time, and by asking artful questions. In all professional encourages you to start off in • “This is the best truck there is on the this alert and pointed questioning, the true your direction of interest. Once you set your market today. Nothing can touch it. professional maintains a friendly attitude of direction, he or she gets smoothly in front and We’ve also got the best deals because interest and understanding that encourages begins to lead you toward any of several open we’re miles ahead of the competition. the prospect to open up and give the desired paths to purchase. When artful questioning You’d might as well get it now and not information freely. reveals which of the several paths is best, the waste your time looking any further.” Champion guides you smoothly and warmly They ask questions about the current vehicle to the best solution they have to offer for your • “Our dealership will do more for you or vehicles they own. They ask about past needs. Because you don’t feel you’re being than any of the others. You really vehicles the clients may have loved. Current sold, you choose to own. should buy from us.” needs — such as length of time on the road, number of passengers, cargo space World-renowned master sales trainer • “This special pricing is only available requirements, safety and economy — are all Tom Hopkins is the chairman of Tom for a few more days. Why waste your considered. Top pros come across as expert Hopkins International. He can be time shopping around? You can’t get advisors whose only focus is on finding contacted at 866.347.6148, or by e-mail anything like this for less.” the right vehicle at the right investment at thopkins@autosuccessonline.com. Log onto autoraptor.com Avoid expensive yearly contracts! Calculate leases, click DEMO LINK Auto Raptor is a AUTO RAPTOR monthly web finance, and subscription starting at to play and experiment with Auto Raptor today! $395 per month cash deals within (includes all updates). Auto Raptor’s CRM The Ultimate Automotive Then sign up for a FREE 30 day trial & CRM & DeskTool by clicking FREE TRIAL! 1.866.583.14348 www.sellingsuccessonline.com
  • 6. From the Desk of Mark Tewart, PresidentTewart Enterprises Inc • Tewart Management Group Inc. “I Will Guarantee You That I Can Make3 Out of Every 10 of Your Credit Turn Downs Buyable”It’s as close to growing money on trees • Motivate lenders for faster and deeperthat you will ever experience. approvalsIn fact, I can do even better... • Develop tremendous customer loyalty and customer referralsI will probably get 5 out of every 10 ofyour credit turn downs buyable because... Would you agree that the single greatestI have a PROVEN, copyrighted, trade- challenge you face today in order to maxi-marked and proprietary system for making mize every sales opportunity and youryour credit turn downs buyable and I will gross profit is your customers’ credit andprove it to you. their credit scores?Yes, it’s legal, ethical and meets ALL guide- What impact would you see in your opera-lines. This is a credit improvement program tion if your customers could legally have MARK TEWARTthat is proven and gets results. It is NOT a their credit scores increased by 50,100,credit repair program. Don’t confuse the Industry Consultant even as much as 250 points with yourtwo. Often the so-called credit repair pro- credit reporting agencies — all accordinggrams are shams and scams based upon monthly — guaranteed to Federal Law and with a money backfleecing people with poor credit. • Stop paying outrageous fees to special guarantee? financing companiesI can prove to you exactly how it is doing • Increase your gross profits How much would it be worth if 30% towhat I am telling you right now at current • Turn “eventual customers” into deliveries 50% of your “turned down” credit applica-dealerships. TODAY tions became vehicle sales from YOURYou can speak directly to the dealers and • Tie the customer to you...to the extent dealership?see for yourself. they MUST purchase from you • Reduce staff frustration and manager Look at what dealers are saying about thisThe results have been mind blowing! valuable profit improvement program: “pre-qualifying” Here’s the Deal “We went from delivering 180 unitsEveryday you feel the pain of losing cus- to over 300 per month thanks to thistomers and watching money walk out the program”door because you can’t get the customer - Randy Miller, Sales Directorapproved. Town & Country Ford - Evansville, INImagine getting a minimum of 3 of every Call 888 2 Tewart (888 283-9278) /10 of those deals to be buyable. What 513 932-9526 to get a FREE, No Hasslewould that do to your sales, gross profit Presentationand bottom line?• Our dealers are experiencing an aver- Mark Tewart, Presidentage of $4,300 gross profit per copy on Tewart Enterprises Inc.these deals that are getting approved that www.tewart.comwere once turned down. On just ten dealsthat’s an extra $43,000 Gross profit! P.S. Remember, I am guaranteeing in writ-• Deliver more new and used vehicles ing 3 out of every 10Bonus! Call and schedule your 15 minute, Free, no obligation presentation for your dealership by January 21 and you will receive my Tewart Distance Learning program for FREE for 30 days.* *Demonstration absolutely for Dealers and Manages only please See my article on page 22
  • 7. STS Getting What You PattiWoodsales&trainingsolution Want From People How to Get Buy-In, Follow Through and Enthusiastic Participation on Projects, Tasks and Goals Your boss walks for work from them. In fact, you should build crave facts and more facts, but they have into your cubical relationship credits with them every week trouble making decisions because they have and says, “I need that project from you by so, when you really need them, you have so many details to consider. They welcome 2:00,” turns around and walks out. How do relationship credits to draw on when you are documentation, lengthy testimonial and you feel? Well if you’re a get-it-done kind of in dire straights. Also know a warm “hello” statistical evidence that proves your point. person, you might appreciate that he didn’t and a sincere “thank you” are as necessary as Explain until you are blue in the face, and waste your time with niceties and was in and food and water to the Amiable. The Amiable they’ll ask for more. They have great insights out. But if that is not your style, you may get think carefully before taking any action, and and opinions and don’t always get a chance pretty mad. they don’t like change, so you really need to express them out loud, so ask them before to talk them through any new projects or you tell them, “Do it this way” and you will You’re really excited to tell your team you changes in old routines to get them to buy get more buy in. Whether you give them a have a new project. It will require a lot of work in and follow through; otherwise, they will task face to face or through e-mail, they will and the deadline is almost impossible to meet keep doing it the old way or what they may e-mail you back with problems, mistakes without everyone putting in extra hours, but consider the way that has “always worked and why it won’t work. Be prepared and, you’re pumped. You go in smiling and ready before.” They need to feel a sense of security if possible, make sure you deal with their to rock. Speaking with an enthusiastic voice before moving forward. They best way to criticisms face to face, or your project will and lots of gestures and rah-rah language you get work from an Amiable is to become their drag out and weigh down with back-and- tell the team about the project. How do they friend. Make your body language warm, forth conversations and e-mails with what respond? Well if they are fellow expressive smile and make your voice soft and relaxed. non-Analyticals would consider minutia. types, they might jump on the band wagon Even when you think the “deal is done,” they with equal enthusiasm, but if they are get-it- The Expressive or Get Appreciated will want to come back with one more fix. To right analyzers, they are sitting there shaking This type of person wants to be challenged; avoid delays you may even give a deadline their heads thinking of all the details that need they enjoy learning about new, exciting for criticism and say, “Get back to me by this to be taken care of; in other words, all the things. So if you present them with a new date with problems and, after that, no matter mistakes that they will need to fix and how project, they may jump on it just because it is what we will go forward.” To make sure they they will be spending every waking hour for new. But, because they love new stuff, they are receptive, don’t interrupt them; they like the next three weeks. Different people need are easily bored and may not follow through their solitude and prefer to know you will be different delivery styles. on work that requires details or lots of small coming to talk to them rather than having print forms and multiple steps. If you need you just drop by. Make your body language If you have an important idea to communicate that kind of detail work from them, you may appropriate and reserved and your voice to someone at work and you need other have to check back with them or provide slow and low volumed, and allow long silent people’s buy in, you have a task to assign some sort of social interaction or pat on the pauses for them to think before they speak. to someone and you want to make sure they back feedback when they do. For example, follow through, or you want to make sure when they turn in their monthly time sheets The Bottom-liner or Get it Done you will get enthusiastic participation, what’s or travel vouchers on Fridays, let them know This type of person values brevity and makes the best way to present your message? You that they will get to sit and have coffee with quick decisions. They want you to tell them need to consider the personality of the person you. Or instead of e-mailing in work, have short and sweet what you do and what you you are going to talk to and form a message them present it at the weekly meeting. They want them to do. They like summaries and and delivery style that suits them. We often burn hot and cold, so keep your face to face they want to be told their task. Forget the go in to persuade someone using the style or over the phone delivery lively. They like boring details, and for goodness sake don’t of communicating that is comfortable for bold statements, new directions, initiatives, repeat yourself. Make your e-mail requests us. What we need to do is consider is the bright ideas and enjoy a good sense of humor. to them in bullet points. They can juggle personality type of the person we are speaking Expressive types like to lead and influence multiple tasks, but like the feeling of getting a with. Below are the four basic personality others, so if you give them tasks where they task done. You may want to break long-term types of the DISC personality inventory and can get other people on board, you will have detailed projects down into mini-projects for their characteristics. Read what each one a highly motivated worker. And if they are them. They fear a lack of control, so they likes and prepare your message and delivery hip to your project, they will be your rah-rah need to know they are in charge of their part style to match your communication recipients cheerleader and supporter. They like to be of the project. They gain energy from being needs. Understand the underlying traits of the noticed and appreciated; that is like food and in charge and meeting challenges and being four main types, but know that most people water for them and feeds them deeply. forceful and commanding, so know what you are a combination. want, say it and stick to it. Make your body So now you know how to present your ideas language confident and your eye contact The Amiable or Get Along projects and tasks to others. You can get more direct and your voice strong and fast paced. This type of person wants to be your accomplished with a lot less stress. Make friend. They respond to heavy use of the your body language energetic and open and Patti Wood, MA, CSP is a professional word “you” and the promise of an ongoing your voice up-beat and fast paced. speaker, author and coach at relationship. They like warmhearted, friendly Communications Dynamics. She can be10 conversations and a relaxed pace. Ask about The Analytical or Get it Right contacted at 800.849.3651, or by e-mail their weekend and their kids before you ask This type is smart, careful and accurate. They at pwood@autosuccessonline.com. www.sellingsuccessonline.com
  • 8. STS BrianTracysales&trainingsolution The Value of Mentors Benjamin Franklin The advice you seek should be guidance important because many people, especially once said, “there are regarding your character and personality young people, are extremely impatient, two ways to acquire wisdom; you can either and specific ideas on how you can do your always looking for shortcuts. When they get buy it or borrow it.” By buying it, you pay job better and faster. Remember, you can’t advice on something that another person has full price in terms of time and cost to learn figure it all out by yourself. You must have spent many years learning, they often try to the lessons you need to learn. By borrowing the help of others. You must find men and add variations and improve on it without it, you go to those men and women who have women who will guide you and advise you having mastered the original instruction. already paid the price to learn the lessons on the road of life, or you will take a long, and get their wisdom from them. long time getting anywhere. Remember, when you open yourself up to guidance and input from another person, This is the essence of the mentor-protégé There are two vital qualities to look for in a concentrate first on understanding and relationship. By going to people who are mentor. The first is character and the second learning exactly what that person has to teach ahead of you in the personal or professional is competence. you. You can then modify and change that arena and opening yourself to their input, lesson to suit your changing circumstances. advice and guidance, you can save yourself Character is — by far — the most important. the many months (maybe even years) it Look for a mentor who has the kind of The second factor that determines the would take and the thousands of dollars it character you admire and respect. Look for a influence of a mentor on your life is the would cost to learn what you need to learn person who has high degrees of intelligence, willingness of the mentor to help you in all by yourself. integrity, judgment and wisdom. The more every way possible to achieve your goals. you associate with men and women who We know that the more emotionally involved M.R. “Kop” Kopmeyer, a respected success are advanced in the development of their someone is in our lives, the more susceptible authority, once told me that perhaps the character, the more you will tend to pattern we are to being influenced by that person. fastest way to get ahead was to study the them and to become like them. When you seek out a mentor, you must look experts and to do what they do, rather for someone who genuinely cares about you than trying to learn it all by yourself. In The second quality you look for in a mentor as a person and who really wants you to be fact, he mentioned that no one lives long is competence. This means that the person successful in your endeavors. enough to learn everything he needs to learn is extremely good at what he or she does. A starting from scratch. To be successful, we good mentor in your career is one who has Next month, we’ll look at steps necessary absolutely, positively have to find people the knowledge, skills and abilities to move to build a successful mentor-protégé who have already paid the price to help ahead far more rapidly than his or her peers. relationship. us learn the things that we need to learn to achieve our goals. The impact of a mentor on your life is Brian Tracy is the chairman and CEO dependent on two additional factors. The of Brian Tracy International. He can be The mentors you choose should be people first is your degree of openness to being contacted at 866.300.9881, or by e-mail you respect, admire and want to be like. influenced by another person. Openness is so at btracy@autosuccessonline.com. 11 the #1 sales-improvement magazine for the automotive professional
  • 9. FSfeaturesolution delivers a defined acquisition. Hitting the Jackpot... CLICK HERE: Flat Rate Flat Rate means a fixed cost per month With FOR SPECIAL OFFERS ON regardless of traffic or amount of impressions. This may appeal to a dealership that is testing 2007 BMW 7 SERIES an online campaign generally targeting niche Digital Ads! markets. Catch the Fever 2007 BMW Many Dealers are realizing that online 7 SERIES marketing is now their best investment and are shifting budgets from traditional media DaymondDecker to digital initiatives including Digital Ad marketing strategies. It’s impossible to ignore the results. $399 Are your dealership’s advertising strategies These results demonstrate that auto retailers Digital Ads are now all the buzz. We are now paying off? If not, it’s time to review the have the sense to recognize the continued accustomed to seeing a Web page bordered The eBusiness staff and the entire management 8 Cylinder, Black Leather, stakes and align your wager with the hottest growth in the online automotive audience by online advertising. Far from being Power Everything team at Courtesy Chevrolet San Diego are thing to hit the online strip — Digital Ads. and the unparalleled opportunity to target merely wallpaper, eDealers are realizing LEASE excited about their continued progress for With over 70 percent of the population in specific customer prospects and capitalize on the increasingly rich online ad formats are the remainder of 2007, and on into 2008. So North America now utilizing the Internet as driving more of the exact types of customers effective in sparking the interest of car buyers far in 2007, they have increased their self- a means of communication and shopping for they want into their showroom floors, Web and encouraging them to spend a significant generated percentage of total Internet leads products and services, eDealers are hitting sites and telephones. amount of time interacting on the Web site reading a newspaper ad, then being able to Make it a point to check on your Digital Ads’ received by 24 percent, and those leads are the jackpot with online display advertising to after click-through. Market research proves touch it and be automatically “teleported” to performance every few days. By monitoring converting into sales at a much higher closing drive significantly more traffic and profits to Rules of the Game that Digital Ads consistently generate the your dealership showroom. That’s powerful. your ads’ performance, you can modify or rate than the leads they purchase from third their dealership’s Sales, Finance, Service and The No. 1 rule is to know the game. Luck comes highest conversions into showroom traffic, Another tremendous advantage of Digital eliminate under-performing ads before they party lead suppliers. Parts Departments. and goes, but knowledge stays forever. With completed lead forms and telephone calls. Ads over traditional print ads is the capability waste away your advertising dollars. the right message, the right placement and In other words, the right online ads generate to infuse dynamic media enrichment like On the House: Co-Op Advertising Dollars and Sense the right marketing strategy, your dealership sales and profits. audio, video and animation to better highlight Business Mechanics of Digital Ads If you are leery about your investment in By the end of 2007, trends indicate that nearly can make every online initiative payoff with your dealership’s specials. It’s like a TV Every dealership must spend money to sell Digital Ads, how about letting your OEM $30 billion will be spent in North America for increased sales and profits. This brings us to Understanding the basics of Digital Ads commercial infused into your newspaper cars. Spend aggressively, but spend smart by foot some of the cost? Through an online online marketing, a mere drop in the bucket rule No. 2: Consult a professional. Consulting will help your dealership in designing and ad and then click-enabled to become an knowing the market and mechanics of Digital cooperative advertising management strategy, compared to the nearly $40 billion forecast a qualified Digital Advertising professional implementing an effective and lucrative advertisement on steroids — a virtual 800- Advertising. The basic business model of dealers can capitalize on the marketing muscle for 2010. The United States, together with is crucial to the success of your dealership’s online strategy for each dollar of Digital Ad pound gorilla in the world of advertising. the Digital Ad is simple. Different payment and advertising incentives of their OEM. Canada, currently support an historical 233 Digital Ad strategy. Many Digital Advertising budget. models can be used depending on the primary Many dealers are not aware that the same co- million Internet users. Research by eMarketer and closely related Search Engine Marketing Marketing Your Digital Ads goal of your dealership’s campaign. op advertising reimbursements are available indicate trends that online advertising will (SEM) firms make promises but are unable What is a Digital Ad? The placement of your Digital Ad is crucial not only for traditional media, but for Digital more than double as a percentage of total to deliver satisfactory results because they Digital Ads are the most popular form of • Cost per Thousand/Cost per Impression - to its success. Post your ads on sites visited Ads as well. Courtesy Chevrolet participates media as car dealers and other advertisers lack both basic knowledge and a deep advertising on the Internet, and I’m sure CPM refers to Cost Per Thousand and CPI to by your potential customers. If you’re in all areas of OEM co-op advertising and learn how to spend their marketing budgets understanding of the latest trends that drive you’ve seen more than your fair share of Cost Per Impression. Each time a user views promoting Ford Mustangs, buy space on sites commonly receives over $3,000 a month in smarter instead of just bigger. successful online automotive marketing Banners, Skyscrapers, Leaderboards and a Web page, that constitutes one impression. visited by college students like YouTube or refunds. initiatives. For example, how many SEM Squares of various sizes. A Digital Ad is a Typical CPMs for less-targeted inventory The demand for online advertising is booming, high-impact graphic or video ad displayed MySpace. The quality of leads generated providers capitalize on your OEM’s current can range from $0.25 to $5.00 per thousand ‘No Gamble’ Guarantee and the increasing numbers of dealers who within high-traffic Web sites, like CNN. from targeted markets generally yield higher incentives and rebates in order to increase impressions. Therefore, a dealership that The unparalleled advantages of Internet are channeling advertising budgets away com, that prospective and existing dealership click-throughs and are more likely to result in the QUALITY of traffic they are driving into wants to purchase 100,000 impressions at a marketing have given birth to a whole new from traditional media and implementing customers see when a page loads within an increased sales and greater ROI. your Web sites and landing pages? $5 CPM will sign a contract for $500. If you realm of advertising for dealerships. Whether digital marketing strategies are skyrocketing. area around the dealership’s local address To post a Digital Ad, you can do either or all buy space on a targeted site that is popular it be through a non-animated display of the Amateur-created online Digital Ads such (geo-targeted) or targeted region. This of the following: with car enthusiasts who are in an attractive dealer’s logo or expandable Skyscraper, as Banners, Leaderboards, Skyscraper and Digital Ad commonly advertises a make or • Pay publisher sites to post your ads demographic for your dealership, you can Digital Ads are helping dealerships to inline GIF and JPG images are okay, but if model, and it can also be used to promote • Pay an Ad Network to post the ad expect to pay up to 10 times the rate of successfully reach customers in a targeted, Tips for you’re like most dealers, odds are that you seasonal events, fuel economy, sales events, untargeted ad inventory. cost-effective and measurable way. will want some professional help in this special finance services or incentives such as Digital Ad Payoffs highly volatile and competitive industry of low APRs, Trade-In assistance and factory The most effective and cost efficient manner to distribute Digital Ads is through • Cost per Click - CPC is normally associated When you gamble, your risk is determined by online automotive retailing where there are rebates. A Digital Ad is simply a form of with paid Search Marketing; however Digital chance. With the right partner and the right an Ad Network. The role of the modern 1. Use enticing shapes/colors many ads competing for viewer attention. customer communication and a portal into Ads can be priced this way when the aim is to online marketing strategy, the only chance Internet Advertising Network is to transact, Look for industry experts who can match their your sales funnel. drive traffic. CPC pricing models are based involved with Digital Advertising is the 2. Create catchy headers serve, track and report the distribution of expertise with your dealership’s inventory, on paying only for those ads that experience chance to promote and grow your dealership, 3. Incorporate animation Digital Ads from advertisers to publishers branding and local market reputation in a How Do They Work and Why a “click-through.” boost profits, and increase ROI. With the using an efficient, interactive marketplace. 4. Use creative designs manner that serves your store’s marketing are They There? Large Ad Networks include a combination right marketing combination and the right 5. Choose optimal placement mission by creating and distributing into the An online Digital Ad can be very similar • Cost per Acquisition (Cost per Lead) - Cost team, you can turn your online investment of search engines, media companies and right Web sites the most innovative, attention- to a traditional ad you would place in a per Acquisition (or Lead) is a pricing model into a sure bet with a big payoff. 6. Engage with interaction technology vendors. grabbing graphic content. newspaper or magazine; but, there is a based on paying for direct results. This 7. Rotate banners regularly huge bonus available: the added ability to Always have more than one ad to promote model takes many forms (leads, sales, etc.) 8. Target your banners Fundamentals of Digital Ads transport a potential customer directly to a each vehicle. A Digital Ad usually burns out and is increasing in popularity due to the ease Daymond Decker is the product marketing 9. Monitor banner performance Through the rise, fall and resurgence of Landing Page, Microsite, or a Deep Link, after a surfer has seen it three times. If your of implementation and accounting compared manager for ADP Digital Marketing. He can online display advertising, eye-catching such as into the inventory of your Virtual click-through is steadily declining, then it is to traditional media. This model is great for be contacted at 866.507.9577, or by e-mail 1312 10. Do your math and exciting multimedia-enriched animated Dealership. Just imagine your customer time to rotate your Digital Ads. dealerships, as you pay only when an ad at ddecker@autosuccessonline.com.
  • 10. STS Failing Forward DebbieAllensales&trainingsolution Successfully Can Mistakes Actually be Good for You? Hopefully, you make allow the fear of failure to stop them from success, but until success is compared with a mistake now and achieving their goals. failures — people don’t truly understand the again, because failure can actually be good whole story of how business works. for you. If you haven’t made any mistakes If you study the failure and challenges of for a while, you may be playing it too close business, you will discover the ultimate Why Don’t They Teach Failure In to your comfort zone and not stretching success secrets of any enterprise. These are School? yourself far or fast enough to achieve high the key lessons we all must learn to grow Failures tend to disappear from business level goals. To aim high, you must accept and expand our opportunities in life. education curriculum. Information about some of the risks that go along with learning business failures is often scarce or ignored something new. If you want to create shamelessly fabulous completely, yet it is inevitable. On the other success, study all the failures. hand, information on successful companies Risks come with the acceptance that you and their success strategies is in generous will make some mistakes along your journey Most highly successful people were not supply. towards your wish. But you will want to successful from the beginning; they had to avoid making costly mistakes or making struggle a little or a lot to reach their peak Companies that pursue unsuccessful the same mistake over and over again. Use potential. Walt Disney, for example, was strategies either change their business good common business sense. actually fired from his first job because he strategies or they go out of business. A was told that he was not creative enough. successful company is described as having Everyone has their share of challenges. You used visionary management and innovative will constantly be tested in life when new Not creative enough? Luckily, he didn’t marketing strategies while a failing business challenges arise or you grow, change and listen to his clueless boss and trusted his is accused of poor business management develop in life. own innovative ideas. and overall bad business skills. You will always be challenged with new Believe and trust your innovative ideas, So why don’t we teach future entrepreneurs areas of your life that stretch you past your too. more about failure? Wouldn’t that save us current abilities and expertise. It may be a ton of money from mistakes that could making the next big sale, starting a new We all have a tendency to focus on success have been avoided in the first place? Can business, beginning a new relationship or and fear failure when things don’t go as you imagine telling your banker to add an working through a new opportunity that is planned. So don’t be too hard on yourself additional $20,000 for the mistakes that you full of not only excitement, but extremely if you feel that you are making too many plan to make in your new business venture? difficult challenges, as well. Yet all failures mistakes to make it to the top. Hang in there They would think you were crazy. Yet that will help you learn more about yourself and and be patient. Once you overcome the is exactly what is going to happen while you help you in turn to build your self-esteem at challenge you won’t have to do it again and develop the business. the same time. you will be failing forward faster. You simply must make mistakes and Learn From Your Mistakes and Success takes time, just as it takes time for overcome challenges to see what works and Move On you to adjust and learn new skills. But, be does not work in life. It is necessary to make Actually I don’t even like the word aware that mistakes will continue to happen mistakes to improve, both personally and “mistake.” even after you have reached a high level of professionally. success. I believe that mistakes are simply challenges Mistakes are in deed good for you when in disguise. Realistically, most of us don’t You will always need to be learning they place valuable lessons in front of you get it right the first time around. Successful something new in business to stay fresh, and teach you how to leap over challenging people make mistakes all the time, but the innovative and on top of your game. So hurdles. only difference is that most of the failures when you think you have it all figured out go unnoticed because they don’t give up and and have made all the mistakes you need to they keep on going. make to learn, something will challenge you again and test your confidence. Successful people make it look easy. It’s easy looking in from the outside. We don’t Mistakes and challenges are going to occur often notice or acknowledge their failures. anyway, so the sooner you learn from them, Successful people evaluate their failures, the sooner you will become more successful Debbie Allen is an author and come up with new solutions to the challenge in whatever you want to do. professional speaker. She can be and try again — this time more educated14 contacted at 866.467.4104, or by e-mail than the first. Successful people also don’t Most people tend to reach conclusions about at dallen@autosuccessonline.com. www.sellingsuccessonline.com
  • 11. STS SeanV.Bradleysales&trainingsolution Personal Success Dealers and managers spending $5,000 per month or $60,000 per want you to tell everyone in your dealership are fond of telling year on sales consultants that are untrained — your associates, managers, your owner, their employees that the car business is or poorly trained. That makes no sense to me. everyone. It’s NOT just for your dealership like owning your own business. Oh, really? Dealers should invest wisely on recruiting or business success. It will be your roadmap What exactly does that mean? I remember the RIGHT employees for their team. It is a and compass for your life, professional and my GM getting me all excited during our huge red flag when your store spends more business success. Saturday meetings telling me that I had on balloons or some hokey advertising or my very own business; but minus all of the give aways than on education and personal Get a piece of paper and draw three boxes. headaches and expenses. He used to tell us development of its most valuable assets, its Yes, a square, another square and one more. that the more we put into it the more we get people. You should be looking at three side by side out of it. Sound familiar? I am sure it does. squares on your sheet. Dealership sales teams should be trained on: You may have heard the same speech or given • Product knowledge Label Box 1 “Goal” that speech word for word. To a certain extent • Standard Operating Procedure I agree. Selling cars is like owning your own • Objections & Rebuttals Box 1 is simple: It states the goal. Let’s say business in that you get paid commissions • Psychology for this example, your goal was to be the No. based on the work you produce — that is, the • Strategy 1 Internet Sales Manager in the WORLD. cars sold. When you own your own business • Communication That is exactly what you are going to put in you generate revenue when someone buys • Technology & the Internet Box 1 — No. 1 Internet Sales Manager in the your product or service. • Organization world. Put your specific goal there. • People Skills / Problem solving I know several talented sales professionals / Dealing with difficult people or In Box 2 we want to define the goal. This will making over $200,000 a year selling cars on situations take some more thought on your part. I hear the showroom floor. But those individuals • Networking and the LOST ART of all the time someone wants to be the best at are a small percentage of the over 230,000+ Prospecting this or that, but what does that really mean? automotive sales people at new car dealerships You need to really understand what it is that in the U.S. The problem is that most sales Your people should be motivated and you are trying to do in order to do it. An people, whether they work on the showroom compensated for proactive professional example of some elements in this box might floor or in the Internet or BDC area, don’t development. For example, some of our state: know how to run their own businesses. dealers reward their people for reading • Highest gross with online customers relevant business books like Stephen Covey’s • Fastest response time When you start and run your own business, “The 7 Habits of Highly Effective People” or • Highest CSI online you usually have some experience in the Seth Godin’s “Purple Cow,” or for reading • Most volume online business you are starting or have a support articles in magazines like AutoSuccess or • Most knowledge of Internet sales — network to guide you through the initial keeping up with the content in professional third-party lead source provider sites, start-up phase. It really isn’t fair to expect newsletters from companies like Dealix or most knowledge of industry info sites someone to be able to sell cars on the floor Carsdirect. The point is you need to create like Edmunds.com, Kelly Blue Book, or in an Internet department just because you a culture of education and professional Carfax, etc. gave them a brochure and told them to take development in your store. Instead of hand- • Most knowledge and utilization of ups, or because you have a computer and are me-down magazines from the Dealer or GM, dealership technology, such as the buying leads for them. I travel all over the make your staff order subscriptions from dealership Web site and ILM/CRM country and overseas, training and consulting ALL of the magazines, and make them sign • Highest customer retention with online for dealerships and it still amazes me to see up for all of the blogs and newsletters (most customers that most dealerships have very little — if are FREE). • Always cutting edge — setting trends any — training other than what the OEM not just following them. Staying one mandates for product certification. When Think about Tiger Woods who swings 1,000 step ahead of competition. dealers do invest in training it usually trains practice strokes for EVERY live stroke in • Highest ROI — least amount of money their team on the basics: the road to the sale, tournaments. What about a boxer? How spent BUT MOST profit made online. and the six- or 10-step program that has been many jabs or hooks do you think he throws in • Highest certification achieved — OEM, in existence for the last zillion years. practice? Now, think about how many times NADA / NCM / State associations, your people are role playing, drilling trying etc. Most dealers pay lip service to the fact they new word tracks, objections and rebuttals? • Industry recognition — covers of say that their people are their most important Throw away your checker boards in your magazines, awards, interviews, fame, resource. I think it is truly a shame that dealers dealership and start playing chess. Get your etc. don’t invest in their own people. The average team to think strategically. • Create an amazing working dealership spends approximately $50,000 environment. per month in advertising and the average I am going to give you a simple but • Happy at work and content where you18 dealership has about 10 sales consultants extremely powerful system for personal are at. on the floor. That means that dealers are success. I invite you to try this exercise and I • The ability to evolve — able to www.sellingsuccessonline.com
  • 12. measure and benchmark performance as far as you want to go with technology. You recap, the first box states the goal, second and constantly evolve to the next level can set up your ILM/CRM so it can help your box defines that goal and the third box road of success. dealership realize its goal. Let’s say you get a maps how to get you there. • Able to make a ton of money for your lead but are too busy to respond immediately. dealership at the same time able to cut You can set up your ILM/CRM to forward If you would like any assistance in creating expenses and increase ROI. the prospect to the next available Internet your roadmap to personal success, feel free • Create a network of strong Internet salesperson if you don’t respond in a certain to e-mail me and it would be my pleasure to managers and BDC directors that you amount of time. This will ensure response get you started on the road to success. can rely on, such as an Internet 20 time integrity. There are other solutions group. as well, like call connect. This allows the • Have the best dealership Web site on prospect to submit a lead and be directly the planet in look, feel, technology and connected with an available person instantly highest conversions. in real time. Sean V. Bradley is the CEO and founder • Have the best ILM/CRM — set-up, of Dealer Synergy. He can be contacted content, processes, e-mail templates, This exercise can be very powerful to your at 866.893.1394, or by e-mail at phone scripts, objection/rebuttals, etc. personal success at work or at home. To sbradley@autosuccessonline.com. • Know what to do, when to do it, how to do it and WHY you are doing it.Now on to Box 3, where the rubber reallymeets the road. I would like you to developyour personal action plan on how you aregoing to make everything in Box 2 happenand when. Go through the items in theprevious box bullet point by bullet point.For example: If one of my goals was to havethe most knowledge of third-party providersor Internet Web sites that a prospect mightsearch on, then I would need to researchall of those sites. I would create a schedulefor my week and during the week I wouldallocate ample time to research all of thesesites. I might start by simply going to thesesites that I know about, such as AutoTraderand Carsdirect.com, and go through theentire site like I was a prospect searching formy new vehicle. I might even mystery shopthese sites and my competitors to see howother dealers respond and to see exactly whatmy prospects go through.I wouldn’t stop there. I would also call mylocal vendor sales reps up and have themcome into the dealership and thoroughlyexplain their Web site and find out detailsand best practices directly from them.Specifically, I would ask them what theirbest dealers are doing to be the best. I wouldeven ask them what their worst dealers aredoing and why. You want to learn what thebest are doing so you can emulate them andfind out what the worst are doing so you canavoid their mistakes.Another example: If your goal is to have thefastest response time, then you need to makesure that you call ALL of your prospectsimmediately. This can be accomplishedtwo ways. First, you can just incorporatethat into your standard operating procedure,that you will be constantly vigilant for freshleads so you can respond immediately orclose to immediately. Another way to ensurerapid response time is through utilization oftechnology. You can set up paging notification 19which notifies you instantly that there is anew prospect in your queue. You can take it the #1 sales-improvement magazine for the automotive professional
  • 13. MS Is This As RalphPaglia marketingsolution Good As It’s Going to Get There is a lot this form and don’t forget to click on the of vendor noise SUBMIT button!” going on right now, and it can be difficult to separate the fact from fiction. Many J. D. Power and Associates reports that for dealers don’t really understand transactional the past four years the number of online car Web sites and what they are capable of, or buyers who are able to resist the above-value they don’t know who they can trust to give proposition has been consistently around 80 them the correct guidance. This emerging percent. There is a profound message that auto retail capability is more important than car buyers are telling us about the current just selling Web sites. Evidence shows that obsession we have with “Leads, Leads, consumers are using the Internet for more Leads are the most wonderful fruit, the more than just research. Consumers are buying you eat, the more you…” parts, accessories, service warranties and vehicles directly through dealers’ Web sites after those sites are equipped with The disconnect I eCommerce features using “My Account” see is that for the capabilities. Clearly more car buyers will discover how easy it is to buy a car as the last 20+ years, shopping cart eCommerce model becomes we have used more prevalent among dealership Web sites. the Internet as if it With that said, here is my question for you: were some type of Are Internet leads, and the methods, strategies billboard on what and gimmicks used to harvest them, as good we used to call as it is going to get for manufacturers and dealers selling vehicles online? With all the Information of the vast methods, strategies and tactics Superhighway that we use to generate and harvest Internet leads, anything that attracts a consumer These issues were dealt with long ago to a dealership qualifies as a harvesting by eDealers like Courtesy Chevrolet in technique. But, what about actually letting a Phoenix, Anderson Honda in Palo Alto, and car buyer, well, buy a car? Jay Wolfe Toyota in Kansas City. These top-performing dealers are utilizing digital We talk about operating efficiencies, and marketing products that empower them with arm ourselves to the rafters with all manners transactional eCommerce Web sites. Cars of technology, people and best practices get sold directly from the “Deal Builder” to handle all these expressions of interest. function within “My Quotes” which includes There is absolutely nothing wrong with any credit, tiered interest rates, trade-in values, of this, (as long as the RFID is sterilized tax, title, fees, accessories, extended service first) but if I see one more Professor Gadget- contracts, protection plans, disclosures and designed auto retail “solution” that doesn’t accurate monthly payments. Dealerships actually make it easier to sell or buy a car, get the selling opportunity regardless as to I think that a seizure may be imminent. Car which step in the process each consumer companies and the dealerships they supply feels comfortable completing. Each “My exist to design, build, distribute, market and Account” created generates a highly qualified sell cars. The disconnect I see is that for the and genuine lead. last 20+ years, we have used the Internet as if it were some type of billboard on what we Ensure the profitability and competitiveness used to call the Information Superhighway of your dealership by evaluating and trying (does anyone remember that phrase?). We new things. have limited our use of this amazing two- Ralph Paglia is the national director way channel to something along the lines of of digital marketing solution for ADP “Here we are! Drive to our showroom Right Dealer Services. He can be contacted at Now…,” or, “Call this phone number Right20 866.883.9250, or by e-mail at Now…,” or, “C’mon, go ahead and fill out rpaglia@autosuccessonline.com.www.sellingsuccessonline.com
  • 14. STS MarkTewartsales&trainingsolution The Power of Now The intention of goal Failure in goal setting comes in trying to get all other possibilities. This decision for your setting is to look something rather than attracting it. Usually desires will propel your actions toward toward the future and think of and plan for the obstacles anticipated when plotting to get a much higher level. The people who what you desire. Goals provide hope. My something, rather than asking why you want succeed at such levels operate at greater definition of hope is “Having Optimistic it, create subconscious messages of struggle consciousness than people who do not. Predictions & Emotions.” However, goals and difficulty. A person with the best of can create your biggest stumbling block to intentions can quickly tire of struggling Understanding the power and process of getting what you desire. and quit. This let down begins a pattern in your mind helps create exactly what you the subconscious: struggle, frustration and desire. Set goals and focus on what you want Ralph Waldo Emerson said, “The only thing failure. Reasons to lower standards or to to happen, which will put into motion the that will grow is that which you give energy quit can become a reality. energy, and through the Law of Attraction, to.” To focus your mind on what you desire will bring to you the people, things and is great. Concentrate on the why? “When True power comes from knowing “you are events to match that energy. the why gets strong the how gets easy.” who you decide to be at any given moment.” The key to getting what you want is realizing It doesn’t require jumping hurdles; it only the power of now. To get what you desire for The Law of Attraction will bring to you takes deciding to become the person you the future, you must realize and accept that what you think about. Your thoughts are desire. At that moment, by not seeing the the creation and cultivation of your desire impressed into your subconscious mind. how-to hurdles as obstacles, you will begin is this very moment. Decide, accept and act “What you impress, you express.” All to think, act and become your desires. You with the power of now. thoughts and actions will attract similar may not know exactly how and when this is people and events that support your thought occurring, but you must trust that it is. Mark Tewart is the president of Tewart and action patterns. The Law of Attraction Enterprises. He can be contacted at is an irrefutable universal law, supported by The root of the word “decide” means “to 866.429.6844, or by e-mail at Meta-Physics and Quantum Physics. cut off.” Thus, to decide is to cut off from mtewart@autosuccessonline.com. Visit NADA Booth #5735N February 9th–12th in San Francisco! Ride your way to WIN A SEGWAY x2! ® HUGE PROFITS with , the industry’s proven multi-channel marketing company! 866-628-6245 • www.autorevenue.com Email • Direct Mail • Voice Messaging • E-newsletters Online Appointment Scheduling • Live Phone Calls • Newsletters “Segway” is a registered trademark of Segway Inc. Photo of Segway x2 copyright 2007 Segway Inc. Used with permission. 22 Copyright © 2007 - 2008 @utoRevenue is a trademark of Dominion Enterprises. All Rights Reserved. www.sellingsuccessonline.com
  • 15. MS LisaKellermarketingsolution Exceed the Online Customer’s Expectations More than 30 percent leads, they increase their closing ratio and The minimum standard for Response Time of all online leads go almost always increase gross profit. is 30 minutes. Industry statistics suggest unanswered. For a dealer to be successful that responding to a lead after five hours and reach their financial goals, they have to In order to better manage online leads, decreases the chance of closing by 50 percent. maximize each and every opportunity. In we must first focus on two of the Key In contrast, a rapid response significantly today’s competitive market, dealers can’t Performance Indicators of Online Lead increases the likelihood of a successful afford to be disinterested in any lead. It Management: Response Time and Quality phone contact. A successful phone contact doesn’t matter if that lead is on the lot, on of Response. These Key Performance dramatically increases the likelihood of an the phone or on the Internet. Indicators are critical to the success of any appointment. And an appointment hugely Internet Department. They should be used increases the likelihood of a sale. So, how can dealers achieve their desired as a performance management tool and as results? How can they sell more cars? an incentive for behavior, giving everyone Envision the customer as they are submitting There are two fundamental approaches to in the department a clear picture of what their lead. If a dealer responds immediately, increasing sales. Dealers can either increase is important, of what they need to make where is the customer? Still sitting at their the number of opportunities (online leads) happen. Regardless of the organization of computer — next to a phone. The customer they put in front of their sales team, or they the department, these Key Performance is ready, willing and able to communicate. can simply do a better job managing the Indicators are constant and equally They are emotionally engaged in the opportunities they already have. Without any important. If you want to play in the digital process. Dealers can take full advantage of change in process, increasing leads almost arena, you have to make a commitment to what triggered the customer to submit the always correlates to increasing expenses. respond quickly and respond well to every lead. If a dealer responds four, five or six When dealers do a better job managing lead, every time, without fail. hours later, they lose their captive audience. How engaged will a customer be if a dealer responds to them while they are in a meeting, at a soccer game or in the showroom of the competition? If we look at the table, (figure 1) we will see that there is good news. As an industry we have greatly improved the average response time. Unfortunately, there is also some not-so- good news. The quality of the response > Scott Haynes, Penske Chevrolet and Honda dealers are sending back to the customer has actually declined. (see figures 2 and 3) IMN Loyalty Driver™ is a turnkey e-marketing service that drives interest, sales and customer loyalty. Customized, trackable email Why is the Content of the Reply communications provide tangible results for dealerships across so Important? the country. A couple of examples: When communicating face-to-face, the customer’s perception is influenced 55 • 15 test drives scheduled within the first hour after percent by body language, 38 percent by an IMN Loyalty Driver e-newsletter was sent. tone of voice and only seven percent by • Web traffic spiked to 2.5 times its normal rate words. When communicating electronically, after a dealership’s first e-newsletter. the customer’s perception is influenced 100 percent by words. Choose them wisely. Looking for results like these? Call 866.964.6397, ext. 214 or Every Initial Response should include the email ASGSales@imninc.com. following six key elements: Proper Greeting, Drive customers in…For sales, for life. Alternatives, Qualifying Questions, Value Proposition Statement, Next Step and Complete Signature. It is impossible NOT to make a first 866-964-6397 imnLoyaltyDriver.com26 impression. Customers will form an opinion about your dealership from your very firstwww.sellingsuccessonline.com
  • 16. figure 1 2004* 2007**Average Response Time 9.5 hours 5.4 hours*figure 2 2004* 2007**Answered/Addressed Customers’ Specific Questions 38% 25%figure 3 2005* 2007**Used Brand or Product Highlights 30% 19.5% Do my responses your product is price, then the customer has no other option than to base their decision motivate the solely on price. customer to The Initial Response should lead the respond back customer through the process. Set the to me? If your expectation and execute. Be direct. There is nothing passive about the process. You do answer to any of not allow the customer to suggest the next these questions step on the phone or on the lot, why would you here? is “I don’t know,” find out. Because Make certain the customer knows who you are, where you are, that you appreciate the “I don’t know” opportunity and most importantly, how they is getting too can contact you. Never assume the customer is working with you exclusively or has you expensive. programmed into their phone.response. This opinion will be favorable or Right now, you should be asking yourselfunfavorable and will act as the foundation several questions. Does my Internetfrom which this relationship will grow. It Department utilize a sales process, or do wecould determine if the customer is going simply give out information (a.k.a. price)?to give you further consideration. First Does every initial response include the siximpressions make building a relationship key elements? Is my Internet Department’swith a customer either an uphill or downhill Response Time Average 30 minutes or less?battle. Do my responses motivate the customer to respond back to me? If your answer to anyThe Initial Response is the salesperson’s of these questions is “I don’t know,” findopportunity to show they are concerned for out. Because “I don’t know” is getting toothe customer’s needs. By asking relevant expensive.qualifying questions and offering sensibleviable alternatives, you let the customer When the culture of your Internet Departmentknow you are working hard to customize a is to not only meet, but exceed the onlinesolution that will meet their unique needs. customer’s expectations by respondingThe customer will only care how great you quickly and responding well to every lead,are when they understand how great you you will sell more cars.think they are. *Source: Cobalt 2004/2005 Industry-wide eMystery Shop.And speaking of how great you are — with **Source: Cobalt 2007 Industry-widethe average customer shopping six different eMystery Shop.brands*, promoting your brand or productis imperative. The customer needs to knowthat you have a great product, you are Lisa Keller is the owner of eValuation,a great consultant, you work for a great Inc. She can be contacted atorganization and this is a great time to buy. 27 866.584.2549, or by e-mail atIf the only tool you are using to promote lkeller@autosuccessonline.com. the #1 sales-improvement magazine for the automotive professional
  • 17. $3,018,185.20 IN GROSS PROFIT WITH OVER 4,800 UPS!!! “ T hat’s not including the residual business I did after each sales Success Story event. After trying several events with teams and being disappointed, I turned to Turn-Key Events, a true event advertising company. They provided everything I needed for a successful sale. Their unique events bring the right traffic and results that my dealership demands. $3,018,185.20 IN T urn-Key Events delivers with consistent quality, customer service, and results. I recommend Turn-Key GROSS PROFIT WITH OVER 4,800 UPS!! ! Events to any dealership in need of a quality sales event. Contact me through Turn-Key Events and I’ll be happy to show you why I exclusively use Turn-Key Events.”-Ed French DO YOU WANT TO SELL AN ADDITIONAL 35 - 70 UNITS NEXT WEEK? Ed French, Dealership Operations Director - Indiana Community Ford • Valley Chevrolet • Community Chrysler Dodge Jeep • Bloomington Kia • Bloomington Ford RECEIVE AN ADDITIONAL 5,000 PIECES FREE WITH ANY EVENT YOU BOOK BEFORE 1/31/08. “IN 2007 TURN-KEY EVENTS MADE ME $3,018,185.20 IN GROSS PROFIT Minor restrictions apply. Event Specialists are standing by with a free market report for your dealership BY PUTTING OVER 4,800 UPS CALL NOW 866-665-5504 INTO MY SHOWROOMS DURING THEIR EVENTS.“ NO TEAMS, NO COMMISSIONS BETTER BUSINESS BUREAU® The Driving Force Behind Automotive Advertising USPS PREMIERACCOUNT www.tkevents.com NADA Booth#3421W JUST HUNDREDS OF QUALITY UPS AND LEADS! Copyright © 2007 Turn-Key Events and it’s licensors. Restrictions apply.
  • 18. STS MichaelYorksales&trainingsolution What Does it Take to Succeed in Sales Ever feel like you’re Whose job does it then become to shake things he or she might spend $1,000 on a Japanese overpaid as a sales up? Which manager is left to rattle the cages maple tree — but he or she still wants the person? Not likely. But let me offer a reason and become the bad cop in the play we’ve cheapest mulch. Because no one is passionate for asking that question. all seen before? Carrot or stick? Motivational about mulch, price becomes a factor. speakers or sales trainers? Contests or Sales is autonomy and independence. It penalties? What’s the motivation? The desire Stale, tired, boring, blah, blah, blah … makes is a tremendous opportunity and constant to excel. To become. Becoming is a process, the buyer look harder at the price. Excellent scrutiny. It is not a profession for the faint of which means it doesn’t happen in a day or service and “make-my-life-easier” solutions heart, or thin of skin. a week or a year. And it doesn’t happen just tower over whatever number I have to pay to because you made a sale today — or didn’t. get it. And once I’ve found it, I’ll pay more I saw a list recently of the 10 most overpaid not to lose it. The problem is that’s not how jobs in today’s marketplace, because as one The selling entrepreneur has a different most sales people (the 80 percent) look at it. of the writers stated, “some things are just too way of looking at the world — or should. If important to allow them to be screwed up.” that’s you, then you cannot be subject to the Never conspire with the buyer to lower your Like airplane pilots and … underperforming indifference of most attitudes found in the fee. When you conspire with the buyer to sales people, which is somewhere around 80 marketplace today. You must be “on” when lower the price, two things are lost: Value and percent of them (see 80/20 rule). Ever hear the curtain goes up on this day of selling revenue. We can always negotiate less value the one about sales being a numbers game? performances. Think like an actor. Playing that costs less, but if there is obvious value, Sales is an indicators game. Indicators are the role of a selling professional will have to the price becomes secondary. numbers that offer evidence toward any do until you can actually become one. Based conclusion. And the only verdict, ladies and on your recent performance would anyone Remember the last time you were in a fine gentlemen of today’s economic jury, is that believe that you’re a selling professional? Or restaurant and looked at the lobster? How most sales people are under-performers. just a bad actor miscast in this role? much? Market price. You don’t buy lobster at drive-thru windows. Underperforming sales people are too busy to Selling is simple: Move up or get out. What read, too busy to write hand-written notes, too battle have you won lately? The selling show More Facts busy to improve their performance, too busy of many sales people today is not much If price becomes the star of the show, to strive for top performance among their different than delivery drivers or take-out the perception of value is lacking or not peers, and too busy to get power letters from restaurants. “What can I get for you today?” very impressive by the sales man or by customers who are amazed by their show … is not a professional selling question. the prospective buyer. What’s your value or just too boring to amaze customers at all. proposition? Or will you just take orders and Stars, even selling stars, are created justify the price? While sales can be one of the highest through their own unique presentation or paying professions, it is also one of the most performance that gives us a pleasurable Selling is not telling — selling as a overpaid to those who settle into the status buying experience. professional is excelling and becoming quo of perpetual underperformance. known as an excellent professional at what How does your doctor sell? “You’ll be glad you do. The key element that separates the top 20 to know that we’re running a half-off special That’s doing the things that are easy and the percent of all sales people (the 20 percent on all abdominal procedures this month.” things that you know you should do, without who sell 80 percent of all that is sold) from being told to do them. the rest is their personal motivation to excel. At that show, the concern is not the price. It’s bigger than price. The value is greater than If you’re not excelling, or in the process of Status Quo is the greatest enemy of excelling the price. excelling, then you are failing at sales. in sales. Thinking that the marketplace or the month of the year is the problem. Thinking And so it is with a majority of, but not all, Michael York is an author and you are doing better than you really are — selling or buying experiences. professional speaker. He can be that things are OK, or improving, or not as contacted at 800.668.5015, or by e-mail bad as they could be. With thinking like that, Consumer Fact: Passion Before Price at myork@autosuccessonline.com, or they soon will be. If someone is passionate about gardening visit www.MichaelYork.com.30 www.sellingsuccessonline.com
  • 19. LS JesseBiterleadershipsolution Two Words That Can Make a Difference As we leave provide ample evidence that gratitude is in By applying basic Christian principles in Thanksgiving and seemingly short supply. A store clerk’s lack all we do, showing gratitude towards others rush headlong into the holiday season, of a simple “thank you” after completing a will become a vital component in one’s we realize that it remains one of the few transaction shows a complete disregard for daily interaction. Whether it’s thanking a remaining holidays that seem to be inoculated the job that sale helps to create. Though co-worker at the office or a cashier at the against the extreme commercialization that it may be easier to allow this negativity convenience store, it’s simple to separate has tainted many other cherished American to permeate one’s own actions, it also yourself from the competition and have a traditions. Although crowded airports, presents an opportunity for those of us who positive impact on the lives of others. expanding waist lines and spending extended understand the importance of humility and periods of time with certain relatives each gratefulness. “Enter His gates with thanksgiving and His present their own set of challenges, the actual courts with praise; give thanks to Him and ritual of Thanksgiving is quite refreshing in “Do not be anxious about anything, but praise His name.” - Psalm 100: 4 its simplicity. Setting aside a few moments in everything, by prayer and petition, with each year to give “thanks” while spending thanksgiving, present your requests to Thanksgiving may be a special day to give time with those we care about is a wonderful God.” - Philippians 4: 6 thanks for the many blessings received blessing, but it is also discouraging that it throughout the year. But limiting one’s takes a national holiday for many of us to Christian business leaders understand gratitude to a single day is simply not acknowledge the importance of displaying that God desires our thanksgiving all year enough. People never tire of being thanked, sincere gratitude. long. This presents a unique competitive and neither does God. Lead by example and advantage both inside and outside the give the gift of thankfulness all year long. Unfortunately, today’s culture in America workplace. Much like any other commodity, doesn’t exactly place great emphasis on the the laws of supply and demand can surely Jesse Biter is the president and CEO of art of expressing one’s appreciation. A quick be applied to interpersonal skills. Quality HomeNet, Inc. He can be contacted at shopping excursion to your local big box customer service is so rare that an earnest 866.239.4049, or by e-mail at retailer or fast food restaurant will likely “thank you” has never been more valuable. jbiter@autosuccessonline.com. CREDIT REPORTS LEAD SOLUTIONS COMPLIANCE TOOLS ID VERIFICATION There are a lot of potential customers out there, but only certain prospects are online and actively shopping for a car right now. Doesn’t it make sense to market to them? First Advantage CREDCO’s Lead Prospector Internet delivers in-market online consumer leads – conveniently accessed through your Dealer Management System! Ask About our Special Promotion for Internet Leads!* Call Today! 866.745.2485 FADVCredco.com/Special Order Now and Lead Prospector SAVE 22% OFF INTERNET the Standard Price!32 * Savings is 22% off per lead. Call for details. Promo Code: PPC07015www.sellingsuccessonline.com
  • 20. LS Internet Sales SeanV.Bradleyleadershipsolution What exactly is a 20 Group Directors out there. Rather than create a a Flip Video Camera (www.flipvideo.com) 20 Group? Like its physical Internet Sales 20 group, I have which was featured on Oprah ($179.00 name implies, it is made up of about 20 chosen to create our own virtual 20 Group value). One exciting aspect of the Dealer 20 people representing various franchises or right here in AutoSuccess Magazine and groups is their “Best Idea” component. Each management positions in the dealership. through some select Web sites which will be participating dealer puts $50 in to a “pot” and The feeling is that owners, managers and announced soon. they collect the “Best Ideas” from everyone dealership executives all face many of the in the group. The group votes on which one same problems, so why not get together with Early in 2008, these sites will launch to is the best. The winner takes the cash! We are your peers in non-competing markets and support the Internet 20 group column, here going to do something similar in our group: share your challenges and ideas that have in AutoSuccess Magazine. The beauty of Reader participants are invited to submit been working in your operations? our group will be that we are not limited their ideas, and then I, along with my team to 20 members but instead can reach out members from Dealer Synergy, will pick the The concept is quite simple: Leverage the to the entire community of Internet Sales “Best Idea.” Winners will receive prizes like power of the members in the 20 Group Professionals at all 22,000 franchised digital video cameras, iPods or other MP3 network. Meetings normally have an dealerships in the country and offer everyone players, or other cool gadgets, free training, agenda and suggestions are submitted by a chance to participate. workshops or trips. the members and organized by a moderator. Members also submit a financial overview Some of the subjects covered will include: While I think this is a great concept it of their operations called a composite. This • Products and Technology won’t work without your feedback and is a complete breakdown of the dealership’s • People: hiring, recruiting, pay plans, participation. Working together we can make financial statement and statistics. The idea is training, mentoring… this Internet 20 group really powerful for all to compare each of the dealership’s strengths • Process: What to do, when to do it, of us. Please feel free to tell me whatever and weaknesses to help the group improve how to do it and WHY to do it. thoughts you have for content as well as for and identify problem areas. It is a great • Promotions: All forms of advertising the free prizes and giveaways. way to share information, best practices, —VSEO, SEO, SEM, Banners, third vendor insights, technology and proper party lead providers and aggregators, I have two goals in mind: benchmarking techniques from various parts OEM compliancy, Focus sites, micro • I want to educate everyone in our of the country all with the aim of improving sites, convention advertising, data virtual 20 group performance of the individual members. mining and everything else. • I want to give back to the auto retail • Used Cars and Special Finance online community that has helped make me a The two major organizers of 20 group services • Problems, questions, and concerns success in this industry are NADA and NCM & Associates. I have • Best ideas had the pleasure of working with both of This will be a real forum to educate our peers these groups very closely; as a matter of fact, I invite you to use this column as a place you and help the great people who make up this I have presented to over 37 NADA and NCM can find out the truth without the spin factor. business. And, along the way, let’s see if we 20 Groups, and was the exclusive trainer It will be a 20 Group to serve the members can have some fun too. This will be your for three NCM Internet Sales Bootcamps and the members have input on setting the opportunity to pose the questions you want in the last seven months. These bootcamps agenda. If you have a question or problem answered and no topic is off limits. are intensive 2½ day sessions that really you want answered, you can submit it to me and I will share my thoughts on it and then A real quick “Best Idea” this month is the delve into the details of Internet sales and Video Flip Camera. This is one of the operations. These experiences and contact invite the group to respond as well. absolute best ideas I have come across in with hundreds of dealership executives Let’s not sugar coat anything and be blunt the last year. It is perfect to assist you on have brought me great insights into the but polite in our questions and our answers. your Video Search Engine Campaign. You daily challenges faced by Dealer Principals, can get this amazing technology at Best GMs, GSMs, There are two main points of the column Buy for about $179 OR you can win it for and Internet going forward each and every month: FREE there at Internet Sales 20 group. It and BDC • Fix a problem / answer a question has software included that integrates with directors from • Present a best idea YouTube & AOL Video, now you can create across the U.S. video testimonials, custom walk-arounds I encourage you to send questions to this and more and have them live on You Tube or Based on the column anytime throughout the month and I AOL Video in minutes. dynamics I have seen will attempt to answer as many questions as in 20 Groups, I see possible. Then I will select one question or I look forward to hearing your questions, incredible value in problem each month to be spotlighted in the problems & Best Ideas. developing an Internet upcoming article. The person submitting that Sales Managers 20 questions will be highlighted and receive a Sean V. Bradley is the CEO and founder group. I have gotten gift from me and the Dealer Synergy Team. of Dealer Synergy. He can be contacted great feedback from at 866.648.7400, or by e-mail at36 Internet and BDC For example, next month we’ll give away sbradley@autosuccessonline.com.www.sellingsuccessonline.com
  • 21. STS Dump Your RalphR.Robertssales&trainingsolution Even top producing Sales Slump Surround Yourself with sales, you soon observe your sales numbers salespeople have Positive People climbing. Try it. Start slow with say 25 slow days … or weeks … or months. Both positive and negative attitudes are to 50 calls per day, but work toward that Maybe the economy is slow or it’s that contagious. Avoid people in your office magic number of 100. It really does make time of year. Perhaps you feel as though who poke fun at goal setting and other a difference. you have been saddled with some poor motivational tools, and gravitate toward prospects or that your company needs those who have a positive, can-do attitude. Grow Out of It a change of management. Whatever the People with positive attitudes will encourage Sales slumps can often be caused by success. excuse, it usually has to do with something and challenge you to do your best and have You achieve a certain level of success completely outside your control, so it really fun doing it. The others will simply sap your and for some reason cannot seem to break doesn’t matter. In good times and bad, you energy. through the barrier to the next level, so you need to focus on the things you can control. lose interest and sales taper off. Here, I offer 10 adjustments to get you back Focus on the Fundamentals on track. When a professional baseball player is in a Perhaps you simply need to grow out of it. batting slump, the batting coach doesn’t take Set a hire goal, figure out what you need to Accept Responsibility him aside and browbeat him for batting .200 achieve that goal, and get to work. Need Are you working for yourself or someone when he used to be batting .330. The coach an assistant? Hire one. Need some new else? If you are a true salesperson, you examines the videotapes and tries to find technology? Buy it. Explore new markets. should be working for yourself, in which out what the batter is doing wrong. Then, Expand your product line. Think big. case, you are responsible for your own he encourages the batter to focus on the success. Far too many salespeople sit back fundamentals, the mechanics of swinging Write Something waiting for the “boss” — whoever that is the bat. The Internet has completely revolutionized — to deliver customers who are eager to the way everything is sold. Now, content is buy. These are not salespeople — they are king. Provide prospects with the information merely order takers, like the person who People with they need to make well-informed purchase answers the phone at your local pizza joint. As a salesperson, you should be earning positive attitudes decisions, and you are likely to earn a client. Create a Web site or blog and start a commission, and that makes it your will encourage writing, contribute to other people’s blogs job to drum up business. Think like an entrepreneur. Invest in your own success. and challenge and to newsgroups where prospective clients hang out, write articles for online you to do your publications related to your product or Analyze the Situation best and have service. Establish yourself as an expert, and Ask yourself, “What has changed?” If you can figure out what has changed between the fun doing it. The people will buy from you rather than from your competitors. time when sales were excellent and when others will simply they began to slump, you usually know what you need to start doing. Perhaps when you sap your energy. Hire a Coach Sometimes, you may be too close to your were first starting out, you were making 200 situation to view it objectively. A reputable cold calls a week, but you stopped doing that When you find yourself in a sales slump, sales coach can quickly assess the situation, as soon as you had plenty of customers. focus on the fundamentals of selling. Are tell you what you’re doing right and what you building solid relationships with your you’re doing wrong, and offer several Set a Goal and Reward clients? Are you following up after the sale? suggestions that you can immediately When you’re in a slump, it’s easy to get down Are you selling the benefits of the product implement. in the dumps and lose your motivation. Set a or service rather than focusing on features? goal and dangle a reward in front of yourself Are you showing your commitment to your Start Right Now to provide some added incentive. Your goal client’s success? Many people set a date when they plan on may be process oriented, such as making implementing changes. They say they’ll start 50 phone calls a day for the next month, or Pick Up the Phone dieting after Thanksgiving or stop smoking results oriented, such as achieving a certain Every day, five to six days a week, I make on Monday. Don’t put it off another minute. gross dollar amount in sales for the month 100 phone calls. I call it my Hour of Power. As soon as you have a plan in place, start or quarter. I call my clients just to touch base. In many working the plan immediately. Why wait? cases, I get an answering machine and leave Seize the opportunity now. Once you select a reward, create a reward a message. I don’t spend a lot of time on collage by clipping photos that remind you each call, and I never try to sell anything. Ralph R. Roberts is a nationally of the reward and pasting them on a poster The sole purpose is to let my clients know recognized sales coach, author and official board. Keep your collage close at hand, so that I’m thinking about them. spokesperson for Guthy-Renker Home. He38 you can keep reminding yourself of what can be contacted at 866.470.5181, or by e- you’re working toward. Although this may not generate instant mail at rroberts@autosuccessonline.com. www.sellingsuccessonline.com
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