AutoSuccess Feb05

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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 reduce expenses

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

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AutoSuccess Feb05

  1. 1. A SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIA .biz February 2005
  2. 2. The Dealix Dealer Newsletter WESTERN USThe Leading Resource for Online Automotive Sales Tracy Beaudry, Internet Director Beaudry Motor Company TUCSON, AZ TRACY BEAUDRY Jeremy Taunton, Internet Manager Manly Honda SANTA ROSA, CA Matthew Duke, Fleet and Internet Sales Manager Kearny Mesa ToyotaWe Congratulate JEREMY TAUNTON SAN DIEGO, CA Manuel Souza, Internet Directorthe Top Internet Anderson Honda PALO ALTO, CASales Professionals MIKE LAVEZZI Wendy Diep, Internet Sales Director Honda of Pasadena& Organizations PASADENA, CA Mike Lavezzi, Internet Director;of 2004 Chris Yates, Internet Fleet Manager Pacific Honda SAN DIEGO, CA CHRIS YATES Steve Jackson, Fleet Manager Magnussen’s Dodge Chrysler Jeep TOP 10 AUBURN, CA BEST OF THE BEST NADA 2005 Anhtuan Truong, Internet Director Piercey Toyota SAN JOSE, CA STEVE JACKSONTo learn more about these dealers’ Kevin Pang, Internet Sales Manager San Francisco Toyota & Scionwinning strategies, visit www.dealix.com SAN FRANCISCO, CAor call 866. 253. 5125. Molly Hurst, Internet Director Airport Marina HondaDealix Drives Success. MOLLY HURST LOS ANGELES, CA
  3. 3. CENTRAL US EASTERN US Jay Clemmons, Internet Director; Ron Davenport, Internet Sales Manager; Rebecca Clemmons, Internet Sales Garrett Enck, Internet Sales Manager; Howard Hyundai Mark Lenny, Internet Sales Manager ELMHURST, IL Keenan Honda SCOTT HAYNES RON DAVENPORT DOYLESTOWN, PA Scott Haynes, Director of Internet Services Penske Honda Paul Laudenslager, Internet Sales Manager INDIANAPOLIS, IN Hendrick Honda of Woodbridge WOODBRIDGE, VA Don Boyle, New Car Director Honda Cars of McKinney Terry Wiseman, General Manager; McKINNEY, TX Bob Bozak, Business Development DirectorJOHN PHOTOPULOS BOB BOZAK Peters Honda Kia John A. Photopulos, Marketing Manager NASHUA, NH Arlington Toyota & Scion BUFFALO GROVE, IL Guido Davila, Internet Manager; Jennifer Hanley, Internet Manager Angelo Chavez, Internet Sales Director King Hyundai Burt Toyota DEERFIELD BEACH, FL ENGLEWOOD, CO ANGELO CHAVEZ GUIDO DAVILA Bijan Karimi, Internet Manager David Handel, Internet Director; College Park Hyundai Phil Kwiek, Internet Sales Manager; COLLEGE PARK, MD Chris Petranech, Internet Sales Manager Rosen Honda Dave Kelleher, Internet Sales Manager; GURNEE, IL Peter Galich, Julius Crane, Jackie Barkley, Internet Sales Bill Blackburn, E-Commerce Manager Sport Honda Phil Long Hyundai DAVID HANDEL KEVIN REILLY SILVER SPRING, MD COLORADO SPRINGS, CO Ed Harris, Internet Sales Manager Kevin Reilly, General Manager Superior Toyota, Chevrolet, Hummer Alexandria Hyundai ALEXANDRIA, VA MISSION, KS David Handel, Internet Director; Ann Vigneault, Business Development Manager Debbie Storck, Internet Sales Manager; Harr on Gold Star–Toyota ED HARRIS Linda Treasure, Internet Sales Manager ANN VIGNEAULT WORCESTER, MA Rosen Nissan Suzuki Kia MILWAUKEE, WI Mike Zavell, Internet Sales Manager Gunther Volkswagen of Coconut Creek Mark Kanter, Internet Director; POMPANO BEACH, FL Ryan Daly, Internet Sales Manager; Wesley Tadlock, Internet Sales Manager Don Graff, Director of E-Commerce Bill Jacobs Volkswagen Flemington Ford Lincoln Mercury Nissan MARK KANTER NAPERVILLE, IL MIKE ZAVELL FLEMINGTON, NJ C O R P O R AT I O N A Division of The Cobalt Group, Inc.
  4. 4. • BZ Results 3124 BZ Results is a digital marketing & training company that has a great new system that helps dealers sell & service more vehicles proÞtably. TOP 10 BZ’s clients include United Auto Group, Group 1, Herb Chambers, Red McCombs, Sheehy, Paul Miller, Larry Miller, Courtesy Chevrolet, BEST OF THE BEST Tasca and others. BZ dealers are selling 100-700 incremental units a month from this revolutionary new system. To get a free 180 second NADA tour of this new system visit: BZResults.com 2005 • J&L Marketing 4731Established in 1991, J&L Marketing is without equal when comparing automotive direct marketing companies. Their philosophy is simple - there are only three ways togrow your dealership: 1) Increase your number of customers, 2) Increase your average gross per deal and 3) Increase the frequency of repurchase – get more residualvalue out of each customer. With a customer base of over 6,000 dealers and managers nationwide their ground-breaking J&L Marketing Growth Strategy™ is producingstaggering results and has eliminated the number one challenge for most dealerships - trafÞc. • Dealix 5415In 2005, Dealix is expanding their quality and service initiatives, continuing to help dealers sell more cars, more efÞciently. Their combined efforts with The Cobalt Group willbring an even more dynamic product to their customers to increase sales and help improve dealership efÞciencies. Dealix has been rated the number one lead provider instudies by J.D. Power and the Dotcominsider. Their goal is to continue to win over customers with high quality leads and superior service. The Dealix Quality Team enhancedtheir lead scrubbing and call veriÞcation technologies to ensure customers receive leads only from the most serious car buyers. Dealix is committed to provide even betterone-on-one service and has expanded it’s Lead Acquisition Network, adding hundreds more of the best auto sites on the web. • Autobase 4819Autobase, Inc. has provided the automotive retail market with premier customer relationship management (CRM) solutions since 1988. Autobase Sales Center™, the ßagshipof the Autobase suite, is now in its sixth generation of development, boasting 17 years of successful implementation in dealerships of every demographic. Over 15,000 autoprofessionals go to work every day and use Sales Center™ to sell more cars. Newly-released and already manufacturer-endorsed for it’s innovative approach to businessdevelopment, the Autobase Loyalty Center™ is the most recent addition to their suite of solutions. Their rich history, strong reputation, comprehensive industry knowledge,and pioneering work in feature-rich CRM and BDC technology have long impacted the bottom line for proactive dealers nationwide. • TimeHighway.com 4430TimeHighway.com is the premier, on-line solution for service department appointment scheduling, allowing dealership customers to make a conÞrmed service appointment24 hours a day, seven days a week. BeneÞts to the dealership include: replacing telephone-based scheduling with Internet technology that enhances the effectivenessand customer satisfaction of the dealership, reduces in-bound telephone calls and drives trafÞc to the dealer’s website. Customers prefer the ease and convenience ofthe Internet to do their banking, shopping, make travel arrangements, etc. and now with TimeHighway.com, they can schedule their service appointments online, no morewaiting on hold to make an appointment. • The Joe Verde Group 931JOE VERDE • Your Training Partner Since 1985, the Joe Verde Group has been helping dealerships improve their sales and gross by providing the best sales and salesmanagement training in the automobile business. Joe Verde’s up-to-date sales training helps dealerships implement effective sales training that works to build a solid salesteam and long term, satisÞed customer base. Joe’s management training addresses today’s challenges and tomorrow’s needs by helping dealers build top performingmanagement teams. The bottom line… the Joe Verde Group provides a dealership with clear-cut solutions that boost their sales, proÞts and customer satisfaction. • ProResponse 3058ProResponse, Inc. CRM with proven results, represents nearly 300 dealers nationwide. Their services are geared toward total showroom control with ProScan® TouchScreen driver’s license reader, prospect tracking (phone, ßoor and Internet), and sold customer follow-up for Þve years. ProResponse is a service company assisting dealerseach day with database management, data cleansing, data mining, and effective target marketing. They are e-mail enabled and FTC compliant, running prospects andcustomers against the “Do Not Call” list daily. They provide on-site training and monthly service visits “In Your Dealership”. Their programs are also written in Spanish andFrench. They seamlessly integrate with Who’s Calling, Call Source, Call Bright, Call Command, EPencil and many others. • American Auto Exchange 5755Founded in 2001, American Auto Exchange is revolutionizing the way dealers conduct business by Þnally assembling all the pieces necessary to running a streamlined, hightech used car operation. Through the use of the aaXchange tools, dealers are dramatically improving the way they operate their used car departments.American Auto Exchange works with thousands of dealerships across the United States who have chosen to utilize the American Auto Exchange Real Time Vehicle TradingNetwork, the aaXchange proprietary Vehicle Management System (VMS) and a new integrated intelligent vehicle launch product with Ebay. • Ultimate Warranty Corp. 1411Ultimate Warranty Corp. provides leading-edge service contracts and ancillary F&I products. More than 7,000 dealers have recognized the advantages and have beneÞtedfrom selling Ultimate Warranty Corp. products. Ultimate’s package has proven that it can propel its client base to the front of the pack in terms of quality, proÞtability,compliance, customer retention, and CSI. Stop by the booth, and Ultimate Warranty Corp.can show you how they are making a great thing even better in 2005. UltimateWarranty Corp. has some great new things to offer to its clients at no additional cost. Ultimate Warranty can truly show you how to do more with less. • The WolÞngton Group 527The WolÞngton Group produces high performance sales events on behalf of new car dealerships across the country, with no outsourcing or subcontractors. The Þrm maintains longterm relationships with dealerships, providing marketing territories and strategies that help The WolÞngton Group dealers outperform their markets. A WolÞngton Group producedevent brings an atmosphere of fun and excitement to the dealership, creating a great buying experience for the consumer and a positive selling experience for the dealer’s sales team.Harry WolÞngton, President, provides his insight and experience to auto dealerships through his six sales teams. “Being a small company, we are more focused on each individualevent. Our dealers get an attention to detail from our staff paralleled by none.” It’s this philosophy that has earned The WolÞngton Group a spot in this year’s “Best of the Best”
  5. 5. NADA 2005 TOP 10 BEST OF THE BEST S N A E L R O W E N E ✴Ernest N. Morial Convention Center S BC D E F G H N W
  6. 6. TOP 10BEST OF THE BEST NADA 2005
  7. 7. TOP 10 BEST OF THE BEST Belinda Wortherspoon, NADA Wolfington Group Call Center Operator 2005THE BEST KEPT SECRET IN THE AUTOMOTIVE INDUSTRY!ASK YOUR 20 GROUP! toll free 800.331.9361 SPRINGFIELD Auto MartPontiac-Oldsmobile-GMC-Isuzu Route 106, North SpringÞeld, Vermont 05150 (802) 886-2281 • Fax (802) 886-2505To Whom It May Concern:Like most dealers we were skeptical regarding utilizing an outside company in conducting a sales event involvinga mass mailer etc. If this concern was not great enough, the thought of a company bringing in their own sales andmanagement staff interacting directly with our customers was inconceivable.We value our customers as friends and absolutely did not desire to compromise this relationship in any manner. Thereare a plethora of companies that perform mass mailings with undocumented results.We found our personal experience with the Wolfington Group to be extremely professional and our customers weretreated with the utmost respect. In addition to a wonderful experience, we set a new record for our bottom line.
  8. 8. TOP 10BEST OF THE BEST NADA 2005
  9. 9. TOP 10BEST OF THE BEST NADA 2005
  10. 10. I N S I D E12 Chess Champion Provides Vehicle That Drives Youth to Success Chula Schlesinger13 Smile - It Increases Your ‘Face Value’ Zig Ziglar14 How to Increase Customer and Employee Satisfaction and Loyalty Karen Dillon16 Where the Online Car Buyers Are Auto Sites Explode on the Web David Kain18 Do You Know Where Your Sales People Are Joe Verde19 Six Keys to Selling an Additional 200 Vehicles in One Month Roy Reutter20 What Does it Take to Succeed in Sales Michael York22 CRM - All the Bells and Whistles David Goodison23 Beauty is in the Eye of the Beholder Kirk Manzo24 2005 eDealers of the Year: How They Did It Patrick Luck28 If You Want Real Growth Start With the Simple Fundamentals, Part 1 Scott Joseph30 Sharpening Your Conversation Skills Brian Tracy32 Finding and Keeping Career-Oriented Sales People Bryan Anderson34 Four Keys to Integrity Selling Sean WolÞngton35 Making This Your Best Year Ever Jim Adams36 The Meet and Greet Anthony Hall37 How Auto Dealers Can Increase ProÞts Selling and Installing Spectrally Selective Applied Window Film Marty Watts38 Supercharge Your Selling With Conviction and Humor Leland Glynn39 The Turn Tony Dupaquier40 Ebay is the Way for Franchised Dealers Who Have the Key Bruce Thompson42 What are They Thinking Reading Your Customers’ Body Language Patti Wood Choose Freedom • Support Our Troops 1 Corinthians 13: 4 - 7 Love is patient and kind; love is not jealous or boastful; it is not arrogant or rude; Love does not756 South 1st Street, Suite 202 Louisville, Kentucky 40202 insist on its own way; it is not irritable or resentful; ! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 it does not rejoice at wrong, but rejoices in thePatrick Luck, Editor & Publisher Courtney Hill right. Love bears all things, believes all things,• pluck01@autosuccess.biz Sales-improvement Strategist hopes all things, endures all things. • chill04@autosuccess.bizSusan Goodman, Vice President• sgoodman02@autosuccess.biz Thomas Williams, Creative Director • twilliams03@autosuccess.biz Success Driven SolutionsAutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 orinfo@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.AutoSuccessprovides 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. AutoSuccessmay 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, 756 South First Street, Suite 202, Louisville, Kentucky 40202.
  11. 11. sf special feature ChulaSchlesinger Chess Champion Provides Vehicle That Drives Youth to Success An 8-year old girl sits not drugs; to think it out, not shoot it out. and ability to move in all directions. She alone in her dingy represents a higher vision and the pure downtown apartment, His amazing results have been documented feminine power of creation and intuition. looking longingly through national news media such as Fox She is the King’s closest confidant and out her living room News, CBS, TBS, PBS, USA Today and through his ear exerts her will upon the window. She would hundreds of local media outlets. He has board. In life, the Queen represents yourlove to go out into the summer sunshine been recognized by civic and corporate connection to the higher powers of intuitionand play, but her neighborhood is too leaders and is the recipient of numerous and spiritual guidance. Her influence is feltdangerous. Her mother, a single parent, leadership and community service awards across the board and the army tremblesforbids her to go outside alone. Because including the 2004 Martin Luther King at her powerful wrath. By developingher mother has to work two jobs, she is not Jr. Community Service Award, 2004 TBS the intellectual and spiritual powers ofhome to spend time with her or take her to Pathfinder’s Award for Education, 2004 the Queen, you become connected to thethe park. Atlanta Braves Community Service Award, universal presence that directs all activity, and others. While these awards reflect the mastering the game at its highest level.The child spends hour upon hour alone, appreciation of the communities that havewith no companion except for the mindless been positively affected by his ceaseless The Rook is a majestic castle on a glisteningand violent television shows continuously work, they do not, however, begin to hill, it’s banners afloat on a gentle breeze.playing in the background. After years of address the need for financial assistance to It represents the land for which thethis hopelessness, the young girl decides she keep his programs running. King battles, giving life, sustenance andhas had enough of waiting for something to abundance to all its subjects. The Rookhappen, opens the door and walks out into Orrin begins by detailing how the game protects the King and Queen and offersthe violent and frightening inner city. On of chess is played and how it relates to a safe haven in which to heal, thrive andher way to the city park, two blocks from life. In chess, as in life, each facet and grow. In life, every person needs a safeher home, she is gunned down by a gang piece fits together in an intricate play of environment in which to explore his or hermember randomly shooting pedestrians in vital forces. Each plays a role, and the own abilities, talents and dreams. We longa drive-by shooting. combined strengths work in tandem to for a comfortable, safe abode from which ensure success. to reach out to new challenges, yet feel weOrrin Hudson, founder and president of are protected should we make an honestBe Someone Inc has vowed to end this The chessboard is tantamount to the stage mistake.senseless violence in his lifetime. He has upon which our lives are played out.spent countless hours mentoring children Each individual is given the same amount The Bishop’s strength is in his inherentto help them overcome their feelings of of resources, strengths, weaknesses and spirituality and willingness to sacrificehopelessness and despair. He focuses possibilities. It is up to each of us to himself for a higher calling. He must beon their innate talents and abilities and harmonize these into the most compelling true to his inner voice and divine direction,demonstrates to them they can create and game our skill set can devise. We can standing firm in truth and justice to ensuremanifest their dreams. choose to be immobile, complacent or morality and ethics are protected. He is the mount a vigorous offensive. We can even King’s conscience and spiritual advisor. InOrrin’s students range in age from 5 to choose not to play. Make no mistake, the life, there is a tremendous void felt if we are17. He has mentored more than 15,000 choices are ours alone, and we decide how disconnected from our divine guidance. Westudents in more than 30 schools in five the game of our lives will be played out by need to feel we are on the correct path. Westates. He has taught very young children to the thoughts we entertain, the decisions we search for clues that we are pursuing ourbe chess champions, even beating college make, the actions we take and the habits we highest possible goals based on our innatechess players. His dramatic techniques and instate. skills and desires. Every person needs touproariously funny teaching style captivates feel he or she has worth, and is worthy ofyoung people and adults alike. The King is the crowned jewel of the the life he or she has chosen to pursue. chessboard. Protecting him and advancingOrrin launched his crime prevention his goals are the ultimate objectives of all Strength and valor combine within theprogram, Be Someone Inc in 2001 after action in the game. He is the reason the Knight to make him the King’s strongestlearning about an incident in Queens, game is played. In life, you are the King. protector. He wages war on the chess boardN.Y. in which a young man shot and killed Whether you are male or female, you are and willingly sacrifices his life so that hisseveral people in a Wendy’s Restaurant for the orchastrator and center of your reigning liege may continue his reign. The Knight’sa mere $2,000. As a former U.S. Air Force universe. You dictate all personal morality, special abilities and strength of characterand Alabama State Trooper veteran, Orrin objectives, aspirations and goals. Secure make him a formidable foe. In life, hecould not live with himself if he had not in the midst of your powerful advisors, represents combining strength, couragetaken action to stop this type of crime. mentors and protectors, you are free to and honor to create a powerful strategic create, devise strategy and advance your action plan, protecting vital resources andUsing the game of chess as a metaphor army against life’s obstacles. acquiring the spoils of war. Without thefor life, Orrin teaches children the basic courage of the Knight, we might not pushprinciples necessary to succeed in everyday The Queen is the most powerful piece on theliving. He teaches children to push pawns, board, based on her far reaching influence continued on page 44 12 www.autosuccess.biz
  12. 12. sts ms ls fis ZigZiglar sales and training solution Smile - It Increases Your ‘Face Value’ What makes you to locate the pictures of your family’s first Zig Ziglar is the chairman of the board of smile? Earning the vacation. Memories cause smiles. Ziglar Training Systems in Dallas, TX. He Sales Person of the can be contacted at 866.873.0026, or by Keep smilin’. e-mail at zziglar@autosuccess.biz. Month award? Seeing a lot of traffic on a rainy day? Receiving alist of qualified leads that really are qualified?Actually finding a buyer who doesn’t leadwith price? Or maybe it is your children?Seeing on old friend? Holding hands withyour spouse as you walk in the mall? $100,000 to $450,000+ $450,000.00 in 4-Here are some reminders. These shouldbring a smile to your face. Gross ProÞt in 4 Days! Days (3 with snow and rain) 03/2004! Record Sale for Karl with Malone Toyota...UT The first date with your PREFERRED DEALER SERVICES, INC. (3 sales) spouse. “THE MOST EFFECTIVE STAFFED SALES & TRAINING EVENT IN 40 YEARS” What you told your Set 40 Year Record Would you be interested in delivering at Duea Motor Co. best friend after that first 30 to 70+ units in four days at $3200 - IA...$211,000.00 date. $4500+ per retail? in 4 Days! Mike Duea...Dealer Your last year of high Would you like to turn aged inventory with (25 Sales) no need to wholesale for a loss? school. Would you like to consistently generate Your favorite high school proÞts exceeding $200,000 in four days? Went to #1 on our teacher. Zone Thanks to Would you like to increase your proÞt per Mark & Ann Proctor Having someone laugh at retail by $300 to $500 per retail after we and PDS, Inc. T & C your joke. leave? Ford...TN Remembering to tell that joke again. We have Mark & Ann Proctor, Successfully Nationally Recognized Your first car. Dealers with 25+ Years concluded our 2nd Experience...#1 CSI/QCP “Acquisition Sale” Paying off your present car. thanks in Large to Preferred Dealer Services Mark & Ann Proctor, Your child’s first day at Founded on Trust They are Excellent! Built on Integrity. They maximizes school. proÞt on every deal and integrated well Your child’s last day at with our staff. Alex college. Call today to reserve your Edwards...GM Varsity next event, scheduling is limited! Ford Springhill, LA 800.453.8217 Yours and your spouse’s (3 Sales) special song. Your spouse actually please visit our website for more remembering the name of details or to request a package. www.AcquisitionSale.com that song.If you need a smile today, you may want tofind your wedding album. Or you may wantfebruary 2005 13
  13. 13. sts ms ls fis KarenDillon leadership solution How to Increase Customer and Employee Satisfaction and Loyalty An important area lets the customer know his or her business is 4. Many others allow online ordering and that affects customer important after the sale and can help create links to relevant Web sites. satisfaction and loyalty customers for life. 5. Most popular feature to consumers is the is the satisfaction ability to request price quotes. of the dealership Recognize that the function of the service 6. Also want ability to schedule service and employees. advisor is really as a customer service sales appointments online. representative. The person in this positionDo you or the service manager communicate should have good communication skills and 2. The customer should always be metregularly with each of your employees in the enjoy dealing with people. This is far more immediately and greeted by name. Althoughservice department of your dealership? Have important than technical knowledge. You the phones are ringing and things are hectic,you provided a work environment that leads have technicians to diagnose the problem the customer on the service drive shouldto high levels of employee satisfaction? Your with the vehicle. The main function of have the service advisor’s total attention.customer-facing employees in the service the service advisor should be to develop a Many studies have been completed thatdepartment can provide excellent ideas rapport and build trust with the customer, reflect that average dollars per RO decreasesand suggestions for improved efficiency, and then note his or her requests and vehicle during the busy months. This is because theproductivity and customer satisfaction and complaints. This will develop trust, better service department is busy and the customerloyalty. Are you asking for their feedback? customer satisfaction and loyalty, which is rushed through the write-up process, andPeople like to feel involved and like to feel leads to increased sales. up-sell opportunities are missed. You mustthat their opinions and input are important. emphasize consistency every day with everyProvide continuing education and training Four major complaints that customers have customer. The service advisor must take thein proper customer communication to your regarding the service department are: necessary time to review service history andemployees. They need to feel comfortable 1. When calling to make a service up-sell needed maintenance services.and confident with their responsibilities as appointment, they are placed on holdit relates to customer contact. Impress upon for an extended period. 3. The customer should be contactedeach and every employee the importance 2. Delay in being waited on when for approval of any needed repairs orof addressing the customer by name and bringing vehicle in for service. maintenance not included on the originalthanking him or her for their business. 3. Not being notified of repairs made to repair order, but discovered during servicing vehicle or when vehicle is completed. the vehicle. When the customer drops offHappy employees will produce happy 4. Not meeting the time deadline the car, if you are confident the work will becustomers. In the reverse, an employee who promised. completed by a certain time, let him or heris not happy in his or her job can have a very know to pick up the vehicle at that time. Ifnegative effect on customer satisfaction and To address the complaints above: something unforeseen occurs, be certain toloyalty at your dealership. 1. Providing your customers the ability notify the customer. to make a confirmed service appointmentWe’ve all experienced well-run five star online will reduce inbound telephone calls 4. If you follow the recommendation in No.hotels or restaurants that make one feel and provide an easy and convenient way 3, you won’t have this issue.special on every visit. Provide the same for them to make an appointment at yourexperience for each of your customers dealership – no more waiting on hold. Take a survey of your service departmentwho visit your service department, and not A recent NADA survey emphasizes that customers. Open the survey with your statedonly will customer satisfaction and loyalty customers are looking for this functionality: mission. For example, “Our mission is toincrease, but you will also see an increase give our customers perfect service throughin parts and accessory sales, as well as NADA Survey: 94 percent of New Car uncompromising commitment to continuousnew and used vehicle sales. Although Dealers Use Internet improvement.”every department in the dealership may (Sourced: Auto Remarketing, Dec. 17, 2004)be operated as a separate profit center, we Improving any process requires change,need to understand they are tied together. If Situation and change is difficult to implement.a customer has a negative experience in the 1. NADA says Internet use by new vehicle People don’t resist change - they resistsales department, it has a definite effect on dealers is at 94 percent this year. being changed. When you have includedparts and service and vice versa. The cost 2. Survey was conducted by group’s Industry your personnel in the process from theof acquiring a new customer is far greater Analysis Division. beginning and communicated what youthan the cost of maintaining an existing one. 3. Of dealers not using Internet, 37 percent are trying to accomplish, you will findCustomers can be satisfied and not loyal, but plan online presence in the next 6 months. them much more willing to do their part tothey won’t be loyal and not satisfied assist the dealership in achieving your goals SigniÞcant for outstanding customer satisfaction andHow many of your sales people check 1. Ninety-four percent of dealers have Web loyalty in the service department.the daily service log to see if any of their sites, up from 93 percent previous year.customers are coming in for service, so they 2. Of all the sites, 98 percent are interactive. Karen Dillon is the president ofcan greet them? This is an excellent time to 3. Most sites allow shoppers to view TimeHighway.com. She can be contactedfollow up with the customer to be sure all is inventory and MSRP; also fill out finance at 800.901.3170, or by e-mail atwell and ask for referrals. This practice also forms. kdillon@autosuccess.biz. 14 www.autosuccess.biz
  14. 14. Service Manager Uncovers $10,500 of Hidden Net Profit per Month... (details on Þle)With the help of KEEPS, we increased our net proÞt after attending the Finding & Keeping Hiddenby $104,287 in one year. We did this with the samenumber of techs and less customer pay RO’s thanthe previous year.Sam Lilly, Fixed Operations DirectorRoyal Chevrolet, Lynchburg, VA Net ProÞts in Your ServicePrior to KEEPS, we barely made $100,000 net Department WORKSHOPproÞt combined with 6 Service Departments. Usingthe structured processes and highly motivationalpay plans of the KEEPS system our combined Discover powerful new tools for gettingnet proÞt should be over $1,000,000 for 2004. Ourcustomer retention and repeat business has neverbeen better. your Service Department to the next level.Rusty Holcomb, Service Director A small sample of what you will learn:Page Auto Group, Richmond, VA ! Eight speciÞc techniques to increase yourI have spent 10+ years working with Þxed operations customer pay effective labor rate by $4.50trainers out of Birmingham, AL. I learned more in to $6.50 per hour while improving CSIthis workshop than in those 10 years combined.Dan Folk, Service Director ! Six techniques to design and build highlyFriendly Ford, Monroe, MI proÞtable service menus ! “R.O.A.M.S.” the ultimate technology for achieving the next level of PROFITABILITY Go to our website Call Today for a FREE Service for complete workshop Department Finiancial Analysis Tool content details, dates and locations. www.keepscorp.com 800.901.2863 This one day workshop comes with a 100% money back guarantee
  15. 15. sts ms ls fis DavidKain marketing solution Where the Online Car Buyers Are Auto Sites Explode on the Web As the Internet dedicated staff, including statisticians do, lesser known automotive sites attract landscape continues and consumer marketing experts, who auto consumers who are seriously into to mature, Internet study online consumer behavior, mining cars - the real auto enthusiast sites. These sites that attract auto and analyzing the data to see what makes are Porsche lovers, VW lovers, pickup consumers have Internet consumers stick around, shop, truck lovers, etc., for whom the OEM and exploded in number. buy and interact. The expertise that these general-interest sites are just not enough.It’s very similar to what has happened with companies have in attracting online They want information from a site that isTV. Where before we had the three main consumers is really unsurpassed. Your lead strictly tailored to their discriminating taste.networks ABC, NBC and CBS; the advent aggregator should have relationships with These consumers represent sophisticatedof cable has created hundreds of specialty the best of them. That way, your dealership auto consumers who can be a dealer’s idealchannels that attract specific segments of benefits from their marketing expertise, and customer because they’re brand loyal andconsumers. Think, the Food Network, the you let them do the consumer marketing for they know what they want.Outdoor Living Network, MTV, E! the list you, while you concentrate on what you dogoes on. best - selling cars. Pure Play Automotive Buying Advice SitesWhat this means for auto consumers is that Pure Play Automotive Sites Sprung Car BuyingTips, New Car Insider,they have a wide array of sources from which from Traditional Media ConsumerGuide, NexTag, etc.to get information on buying a new vehicle. Edmunds, Kelly Blue Book, Auto Trader,What it means for dealers is that there are Road and Track, Automobile Magazine, Other sites that attract online consumersdestinations on the Web to lure virtually Motor Trend, etc. are natural meccas for auto buyers. Someevery kind of automotive consumer. This consumers feel they get the most unbiasedis where the Internet lead aggregators come One of the most exciting online automotive information at these kinds of sites. Buyingin - they make it easy for dealers to capture categories that we’ve seen develop over the advice Web sites are a great source fornot just some, but the majority of car buying past couple years has sprung from offline customers because they attract ready-to-buyinterest on the Web. The key strategy here brands that create a strong, dramatic online prospects.is to connect with every potential customer. presence. By doing so, these traditionallyIndustry statistics show time and time again offline publications now offer their loyal Traditional Media Goes Online withthat serious car buyers can be found at any readers something even more interesting Auto Categoriesnumber of the hundreds of sites on the Web and interactive on the Net. They include all CBS, NBC, The New York Times, Wallthat offer good automotive content and the famous brands that you remember from Street Journal, Chicago Tribune.compelling offers. your childhood like when you picked up the latest Auto Trader at your local 7-11. As they Traditional newspaper and broadcastWhile almost every dealership today has did when they were print publications, the companies have also gotten in on theits own Web site to tap into the marketing online versions of these publications attract action, launching strong online presencesefficiencies offered by the Internet, it’s serious car lovers. Automotive enthusiast that have automotive sections. The factcritical that dealers see their sites in the grand magazines, like Motor Trend, have seen a that they all have automotive categoriesscheme of the online automotive universe. very large increase in their online traffic demonstrates the popularity of this verticalAll of these sites, with great content and because they’ve done such a great job of among consumers.compelling offers, are competing for car giving their loyal readers a reason to getbuyers’ interest. Why not ensure that your even more of their quality content online. Never before have consumers had so manydealership is represented at as many as choices from which to get information onpossible? Pure Play Automotive Born on the Web their next vehicle purchase, which creates Cars.com, Automobiles.com, InvoiceDealers, an unprecedented need for dealers to makeThe following categories comprise the AutoVantage, etc. sure they are partnering with a major leadthird-party automotive site universe, and all aggregator. Just relying on your dealership’sattract your potential buyers. Other automotive sites developed their Web site to bring you your future customers brands and loyal audience strictly on the is short-term thinking. While you do this,Portals and Search Engines Web. First to market, they built a strong your competitors might be taking theAmerica Online, AOL Autos; Yahoo, online following by providing good content prospects from not only your own backYahoo Autos; Microsoft Network, MSN and offers. They’re known for attracting a yard, but everyone else’s, too.Autos; Google; Alta Vista; Excite; eBay, strong following of progressive, Internet-eBay Motors; and more. savvy auto consumers.The most popular Internet sites, those that Pure Play Automotive Enthusiast Siteshave become household words, are the VW Vortex, Chevy.net, PickupTruck.com, David Kain is the automotive Internetexperts in online consumer marketing. etc. training specialist at Kain Automotive Inc.These are the big portals and search engines, He can be contacted at 800.385.0095, ormany of which were born of and survived Even though they may not have top-of-mind by e-mail at dkain@autosuccess.biz, orthe Internet bubble. These companies have awareness that some of the bigger sites visit www.kainautomotive.com. 16 www.autosuccess.biz
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  17. 17. sts ms ls fis JoeVerde sales and training solution Do You Know Where Your Sales People Are No, not physically Prove It All - Evidence Manuals are a • Time Management. You don’t manage – that’s easy, they’re critical step of selling and are used to time or sales. You manage the activities in the huddle talking prove what the sales person has been that use up your time and you manage about how slow it is, telling the customer. your sales person’s activities to complaining because generate sales. Tip #1: You can’t talk price and follow you don’t advertise the basics. Learn how to by-pass price.more or figuring out who’ll go get lunch. 2. WORK HABITSNo, I mean “Where they are regarding the Tip #2: 100 percent + 100 percent = Askills, work habits and attitudes they need Sale. To sell more, sales people have to • Go To Work To Work. Every employeeto help you grow?” follow 100 percent of the steps with 100 in your dealership is required to workThere are four areas that will increase your percent of the prospects. their full shift except sales people. Eachsales production this year. Read through • Closing and Objection Handling. They minute of their day should be spent doingthese and decide which sales people need have to ask for the order effectively and something to sell a vehicle, either with aimprovement in each area. handle each of the seven objections they’ll customer on the lot or on the phone. Yet get when they try to close the sale. instead of managing their activities, most1. THEIR SKILLS managers just watch sales people waste• Communication. They have to be Closing takes guts, persistence, no fear of their day and mumble “you just can’t find able to talk, listen, read and use body rejection, and a dozen+ closing questions good sales people these days.” language effectively. Any inability to in their skill box. communicate effectively should be a Fact 1: Closing isn’t about price and 3. ATTITUDES deal breaker in hiring. “If I could, would you” is costing you• Verbal Skills / Listening. Socrates sales daily. Success Attitude / Work Attitude. In gave us the secret to success in sales: every book on selling or success, you’ll Fact 2: Eighty percent of all sales are “if you want the right answer, just ask find a chapter on attitude. It isn’t at the end made after their fifth attempt to close the the right question”. Covey also reminds of the book – it’s always the first chapter sale, but most sales people only know us in sales that you should “seek first because “Attitude Is Everything”. one close and only ask one time. to understand, then to be understood.” (Investigate then Present.) • Follow Up and Prospecting. Until 4. CHOICE OF CUSTOMERS sales people learn how to follow up,• Presentation. The “Basics” not only Your short term and long term success have to be followed, each step has set up an effective process and follow up 100 percent of their sold and unsold depends on you and your sales people specific requirements: building a loyal customer base. Buying prospects, your dealership can’t grow. Good First Impression - Requires proper sales (ups) costs a ton and produces a dress, appearance, attitude and a proper Prospecting takes guts, persistence, tough to close price shopper who gives and timely approach. time management, no fear, phone skills, you lower than average gross profit questioning skills and the determination and CSI scores, and who will buy their Effective Greeting – To move the sale to be consistent every day. forward requires they eliminate “How next vehicle from whichever dealer has can I help you?” and substitute “Welcome Follow up requires all the above, plus the best deal then, too. Build a loyal to ___ Motors, I’m __ and you’re __?” organizational and writing skills. customer base and grow every year. Rapport - Finding common ground is • Telephones. 90 percent of your dealership’s success depends on telephone These four areas control your success. critical because 71 percent buy because skills. Without those skills, you can’t There’s obviously lots more to cover in they like their sales person. prospect, follow up unsold prospects or each area, so talk about every point in Investigation - Means knowing how to your next management meeting because ask the right questions to find buying build your business. you can’t afford to be Market Driven any needs and hot buttons. (Investigation is Good phone skills require good longer. It’s time for management to take not about price.) communication skills, the ability to get control of your dealership and drive it to Presentation and Demonstration (two control with questions, staying off price, more growth in 2005! Don’t just “hope” different steps) - Both require product getting numbers, names and making – train and manage – and have your best knowledge, questioning skills, selling appointments that stick. year ever! skills and the ability to translate each • Negotiation. Running back and forth feature into advantages and benefits to from the desk to the customer dropping each customer. price or splitting things isn’t negotiating. Service Presentation - Requires a good Negotiating, like selling, closing and Joe Verde is the president of the Joe Verde Group. He can be contacted working relationship between sales handling phones, is a skill that doesn’t at 866.429.6689, or by e-mail at and service so they can sell service come with their business cards – it has to jverde@autosuccess.biz, or visit after the sale. be taught and developed. www.joeverde.com. 18 successful solutions at www.autosuccess.biz
  18. 18. sts ms ls fis RoyReutter marketing solution Six Keys to Selling an Additional 200 Vehicles in One Month At the Sheehy Auto that help drive traffic through bulk e-mail turning leads into appointments that show. Stores, we sell about marketing. At Sheehy, we’ve been able to track that 26,000 cars per year if we can set the appointment, our closing across 12 dealerships 2. Marketing Strategy: ratio is 60 percent. Knowing this, we do with 18 franchises and Traffic to our Web site has exploded with the everything we can to fine tune our process 1,000 employees. use of advanced search engine placement so that rather than hit the delete key upon and bulk e-mail marketing. We’re able to receiving one of our e-mails, customersJust two years ago, an organization this size send thousands of e-mail campaigns that move one step closer to coming in. We alsowas only getting 904 Internet leads and only generate measurable traffic with just a few know that the phones are the key to sellingselling 103 vehicles across all 12 stores. If clicks and at no additional cost. Our system appointments. Use technology to automate70 percent of the car buyers use the Internet enables us to eliminate the poor performing as much of the process as possible. Buildto research and shop for a car, we were lead providers and only keep those with value in the dealership, the people and themissing that opportunity, and we knew it. At a high closing ratio like AutoTrader and product, and you won’t have to sell price.that time we were involved in the Internet, Dealix. With 12 different dealerships in ourbut we weren’t dedicated. group, we get the most bang for the buck 5. Pricing: by advertising just www.sheehy.com as Customers in the Washington, D.C., marketIn April of 2003, our Internet leads shot up opposed to 12 different URLs. As a result of have computers that are equipped with ato 2,567 and we sold 279 vehicles. Since our Internet marketing strategy, our cost per delete key, and they’re not afraid to use itthen, we’ve been averaging 2,500 leads sale has dropped to $197. if you don’t answer the question they asked.per month and 254 Internet sales per month When they hit the Request a Quote buttonwith a high of 298 and a goal of 300 sales 3. People: at our Web site they expect to get a quote,on average. Eight of our 12 stores use an Internet not make a new friend. Knowing this, we department and the other four use a BDC respond to all Internet leads with a detailedI share this with you not to impress you, model, but what sets the super performers personal response that includes price andbut to impress upon you that with the right apart from the rest is not the business model, payment information on the vehicle they’retechnology, the right marketing strategy, the it’s the people. Recruit, hire and train the interested in, as well as three to four othersright people, process and pricing you sell a right people to staff your department and that are less expensive. We also post MSRPlot of cars on the Internet. I’ve summarized you can overcome a multitude of other and Internet price online because that’s whatSheehy’s six keys to using the Internet to obstacles. We look for rookies with no prior customers are looking for.sell cars and encourage you to visit our Web sales experience but with great phone andsite at www.sheehy.com to learn more. follow-up skills and we commit to a training 6. Measure/Manage: program that will get them comfortable with Track everything. We always monitor1. Technology: our process, our scripts, our templates and the number of leads by source, responseResearch your options and measure your tools. rate and time, number of appointments,results. Our system includes a high-end appointment percent, show percent, closingcustom Web site, a prospecting and CRM 4. Process: percent, cost per lead, response time andtool that automates much of the e-mail It’s crucial to document your process for cost per sale. This information helps usactivity and a suite of multi-media e-mails handling leads and to map out every step for determine what’s working, what’s not and when it’s time to make an adjustment. One of the best parts about the Internet is that Would You Be Interested in a Program That everything is measurable. Pays for Itself Hundreds of Times Over? If you’re interested in knowing more about any of the six keys to using the Internet to Would you like a cost effective way to increase your referrals? sell extra cars, send me an e-mail. Want to dramatically increase service visits you lose to Lube, Mufßer and Tire shops? Up Service Visits by 13x a person. Up Unit Sales via Referral Cards. Call today for a FREE Sample! 800.723.2590 AUTOC A S H C A R D S Roy Reutter is the eBusiness director at Sheehy Auto Stores. He can be contacted at 800.350.9775, or by emial at rreutter@autosuccess.biz.february 2005 19
  19. 19. sts ms ls fis MichaelYork sales and training solution What Does it Take to Succeed in Sales Ever feel like you’re things up? Which manager is left to rattle willing to pay almost anything for the right overpaid as a sales the cages and become the bad cop in the value proposition. person? Not likely. play we’ve all seen before? Carrot or stick? But let me offer a Motivational speakers or sales trainers? Stale, tired, boring, blah, blah, blah … makes reason for asking that Contests or penalties? What’s the motivation? the buyer look harder at the price. Excellent question. The desire to excel! To become! Becoming is service and “make-my-life-easier” solutions a process, which means it doesn’t happen tower over whatever number I have to pay toSales is autonomy and independence. It in a day or a week or a year. And it doesn’t get it. And once I’ve found it, I’ll pay moreis a tremendous opportunity and constant happen just because you made a sale today not to lose it. The problem is that’s not howscrutiny. It is not a profession for the faint of - or didn’t. most sales people (the 80 percent) look at it.heart, or thin of skin. As a director of sales,I once had an owner who told me over and The selling entrepreneur has a different Never conspire with the buyer to lower your “over, “Michael, in selling, you get a report way of looking at the world - or should. If fee.card every week.” that’s you, then you cannot be subject to the indifference of most attitudes found in theI saw a list recently of the 10 most overpaidjobs in today’s marketplace, because as one marketplace today. You must be “on” when the curtain goes up on this day of selling Status Quo is theof the writers stated, “some things are just too performances. Think like an actor. Playing greatest enemy ”important to allow them to be screwed up.” the role of a selling professional will have toLike airplane pilots and … underperformingsales people, which is somewhere around 80 do until you can actually become one. Based on your recent performance would anyone of excelling inpercent of them (see 80/20 rule). Sales peopleare everywhere, but true selling professionals believe that you’re a selling professional? Or just a bad actor miscast in this role? sales!are still a minority. Ever hear the one aboutsales being a numbers game? Sales is an Most training is delivered to individuals whoindicators game. Indicators are numbers don’t think they need it … and the best sales When you conspire with the buyer to lowerthat offer evidence toward any conclusion. presentations are made to those who don’t the price, two things are lost: Value andAnd the only verdict, ladies and gentlemen want to see them (or thought they didn’t). revenue. We can always negotiate less valueof today’s economic jury, is that most sales that costs less, but if there is obvious value,people are under-performers. Selling is simple: Move up or get out. What the price becomes secondary. battle have you won lately? The selling showUnderperforming sales people are too busy of many sales people today is not much Remember the last time you were in a fineto read, too busy to write hand-written notes, different than delivery drivers or take-out restaurant and looked at the lobster? Howtoo busy to improve their performance, too restaurants. “What can I get for you today?” much? Market price. You don’t buy lobster atbusy to strive for top performance among is not a professional selling question. drive-thru windows.their peers, and too busy to get powerletters from customers who are amazed by Stars, even selling stars, are created More facts:their show … or just too boring to amaze through their own unique presentation or If price becomes the star of the show,customers at all. performance that gives us a pleasurable the perception of value is lacking or not buying experience. very impressive by the sales man or byWhile sales can be one of the highest the prospective buyer. What’s your valuepaying professions, it is also one of the most How does your doctor sell? “You’ll be glad proposition? Or will you just take orders andoverpaid to those who settle into the status to know that we’re running a half-off special justify the price?quo of perpetual underperformance. on all abdominal procedures this month.” Selling is not telling-selling as a professionalThe key element that separates the top 20 At that show, the concern is not the price! It’s is excelling and becoming known as anpercent of all sales people (the 20 percent bigger than price. The value is greater than excellent professional at what you do.who sell 80 percent of all that is sold) from the price.the rest is their personal motivation to excel. That’s doing the things that are easy and the And so it is with a majority of, but not all, things that you know you should do, withoutStatus Quo is the greatest enemy of excelling selling or buying experiences. being told to do them.in sales! Thinking that the marketplace or themonth of the year is the problem. Thinking Consumer Fact: Passion Before Price If you’re not excelling, or in the process ofwe’re doing better than we really are. Thinking If someone is passionate about gardening excelling, then you are failing at sales.that you are doing better than you really are he or she might spend $1,000 on a Japanese… that things are OK, or improving, or not as maple tree ... but he or she still wants the Michael York is an author and professionalbad as they could be. And with thinking like cheapest mulch. Because no one is passionate speaker. He can be contacted atthat, they soon will be. about mulch, price becomes a factor. 800.668.5015, or by e-mail at myork@autosuccess.biz, or visitWhose job does it then become to shake This marketplace owes you nothing but is www.MichaelYork.com. 20 www.autosuccess.biz
  20. 20. ® You’ve read his articles in Dealer magazine... You know his “in your face” style, now experience... eople age p ocedures ! Aver t pr gs grea e thin with incredibl FREE o ra can d l today fo n kit. al io C infor 800-7 2 mat 6-051 0 in person! JAMES A. ZIEGLER, CSP SALES MANAGER FORUM: Motivating your Sales Team to Higher Profitability Taught By James A. Ziegler Atlanta, GA . . . .Jan. 11 - 12, 2005 Atlanta, GA . . . .Feb. 15 - 16, 2005 Chicago, IL . . . .March 8 - 9, 2005 Las Vegas, NV . .March 15 - 16, 2005 BATTLE PLAN Immediately increase profits! 50 projects to immediately increase your profits by $100,000 per month! Sponsored by Centurion Automotive Taught By James A. Ziegler Syracuse, NY . . . . . . .Feb. 22, 2005 Dates and locations subject to change WHAT RESULTS WILL YOU SEE BY TE TIMSA NALIMPLEMENTING JIM ZIEGLERS PROCESSES T HE UL ES IO PROF inar! ✔ A Focused Team ✔ Proven ,Successful S ALES o Day SemLibrary rt s ✔ A Disciplined Team Processes Live Tw V id e o to s ta ur VH S l u d e d t io n ! ✔ Perfecting The Road to ) 1 H o d u c ts in c a ✔ An Immediate Increase in the Sale (8 o E E p r T E Im p le m ent Profits FR DI A ODA Cass Y! ette ✔ Result Driven Negotiation ✔ Hiring, Firing, Training for IMME UY IT TD, and Audio Techniques a top -notch team B n DVD, C ble o availa ✔ Fine Tuned Organizational ✔ Advertising and Marketing Also Skills Ideas that work Call today to speak with a consultant or to schedule a visit to your dealership. 1-800-726-0510 • www.ZieglerSuperSystems.com
  21. 21. sts ms ls fis DavidGoodison sales and training solution The “M” in CRM Should Stand for Marketing The term CRM entry and editing customer records found its way to the they spend 40 percent of their time on automobile industry the computer. Their job is to sell, sell, in 1998. Before then sell. The process must be easy or it will it was simply known never get used. Too often dealers spend as follow-up. Now enormous amounts of time and moneyCRM can mean anything from telephone purchasing and implementing highsurveys to complicated software to E-CRM tech or powerful systems that end upto cookies. getting as much use as that home gym they purchased last year that is nowWhen considering a CRM solution you gathering dust and being used to hangshould ask yourself, “What are my goals?” laundry.The usual answer is increase sales and CSI.Here are some of the challenges dealers • The biggest reason CRM initiativeshave experienced and how you can avoid succeed is buy-in. Without strongthem, increasing your chances for success. ownership and management support you will never achieve your goals. • Find a complete CRM solution, a Consider having a vendor make a solution that fits the culture of your presentation to your management store. What works at one dealership team. Don’t overlook your sales force. might not mesh at another. Is the If your managers want it, bring your system flexible and can it be tailored to sales force in on the decision. Some your dealership’s needs, management systems are seen as nothing more than style and overall plan? Make sure your Big Brother. If they perceive their choice covers phone ups, floor traffic, mandatory compliance as nothing more Internet hits and Sold/Lease Customer than make work, they will find ways Follow-Up (CSI and Long Term) and around it. They have to see that there Service. Will the system seamlessly is something in it for them. WIIFM integrate with lead generators and still applies. Do they see how will it telephony service providers? Is it e- increase their incomes? You need their mail enabled? Does it provide FTC enthusiastic acceptance or you’ll be Do Not Call alerts? Will it save you policing it every day. When you get time? Ninety percent of the capabilities the vote from your managers and sales with CRM systems never get used. Ask force then it will be their decision and yourself: Do we already have some their system. They’ll participate. of these capabilities with our DMS? If so, why haven’t they been utilized? • The “M” in CRM should stand for The answer is usually people. Who is “marketing.” Manage our customers? going to do all the work? Will you need We want to market to them. We a dedicated employee and ongoing want to sell them, their friends and training? A good CRM provider won’t relatives: parts, service and their next be labor-intensive. car. How quickly can you access your customer info and, more importantly, • Check their references. Call the how fast can you get your message dealer, a manager, and even some sales to the customer? If you are not into reps to get all their feedback. How database marketing then you are going long have they been using it, and have to lose customers, and by the time you they seen results? How is the vendor’s find them they will be in some other customer service? dealer’s car. When the month is over it is all about the numbers. • Remember on whom we are depending to use the system or service. David Goodison is the president and CEO Car guys, not computer geeks. Studies of ProResponse. He can be contacted at have shown that when sales people 866.596.6889, or by e-mail at are tasked with such things as data dgoodison@autosuccess.biz. 22 www.autosuccess.biz

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