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AutoSuccess Jan08

AutoSuccess Jan08



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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    AutoSuccess Jan08 AutoSuccess Jan08 Document Transcript

    • Check out the AutoSuccess Best of the Best Companies for NADA 2008 Volume 6 • Issue 7 HerbChambers.com Tasca.com FrankKent.com Sheehy.com ModernAutomotive.com DickHannah.comMossBrosAutoGroup.com DaveSmith.com ParagonCars.com Walser.com
    • Success Story $3,018,185.20 IN GROSS PROFIT WITH “ That’s not including the residual business I OVER 4,800 UPS!!! did after each sales 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. T urn-Key Events delivers with consistent quality, customer service, and results. I recommend Turn-Key Ed French, Dealership Events to any dealership in need of a quality salesOperations Director - Indiana event. Contact me through Turn-Key Events and I’ll • Community Ford be happy to show you why I exclusively use Turn-Key • Valley Chevrolet Events.”-Ed French • Community Chrysler Dodge Jeep • Bloomington Kia DO YOU WANT TO SELL AN ADDITIONAL • Bloomington Ford 35 - 70 UNITS NEXT WEEK? VISIT US AT NADA “IN 2007 TURN-KEY EVENTS MADE ME BOOTH# 3421W FEB. 9-12 $3,018,185.20 IN GROSS PROFITAND RECEIVE AN ADDITIONAL BY PUTTING OVER 4,800 UPS 5,000 PIECES FREE. INTO MY SHOWROOMS Minor restrictions apply. DURING THEIR EVENTS.“Event Specialists are standing by with a CALL NOW free market report for your dealership 866-665-5504 NO TEAMS, NO COMMISSIONS JUST HUNDREDS OF QUALITY UPS AND LEADS! Copyright © 2007 Turn-Key Events and it’s licensors. Restrictions apply. BETTER BUSINESS BUREAU® The Driving Force Behind Automotive Advertising USPS PREMIERACCOUNT www.tkevents.com NADA Booth# 3421W
    • on the cover 2008 eCRM Dealers of the Year 8 PatrickLuck The Value of Mentors, Part 2 22 BrianTracy Change More Than the Calendar 23 MarkTewart The Value of Customer Service 24 TomHopkins Negotiating for Profit 26 MarcSmith Internet Sales 20 Group II 30 SeanV.Bradley Identity Theft: Don’t Let Your Guard Down 32 DeniseRichardson Embracing Change for the Survival of Your Dealership 34 PaulRauseo Happy New Year: Big Breakthroughs or ‘Same Old Same Old’ 36 MichaelYork How to Get Your E-Mails Delivered, Part 1 38 KeithLatman Promote Yourself Effectively and Create More Opportunity 40 DebbieAllen Caring in the Workplace 42 JesseBiter New Beginnings in 2008 43 MichaelNealy Your Biggest Opportunity 44 DavidThomas Women Rock 46 KarenUriarte Dealer Web Sites - One Is Not Enough 48 RalphPaglia 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.
    • HerbChambers.com CONGRATULATIONS Tasca.com TO THE RECIPIENTS FrankKent.com OF OUR 2008 Sheehy.com ModernAutomotive.com DickHannah.comMossBrosAutoGroup.com DaveSmith.com ParagonCars.com Walser.com The Challenge Customer Relationship Management in key elements to determine the winners of The New Year is upon order to harness results. What our research the eCRM Dealers of the Year Awards: us, and it’s time to has shown is that the nation’s top performing • Well-Defined Strategy: PatrickLuck make our resolutions; dealers are harnessing their knowledge, A detailed marketing plan with clear so I have to ask: Have experience and resources toward this you seen a massive increase in the number marketing phenomenon. This revolutionary objectives to attract traffic to their site, of traffic, leads and sales being generated at medium has enabled dealerships to generate phones and showroom floor your dealership? We certainly have in our substantial returns on their investment by • Effective Web Site: quest to find our 2008 eCRM Dealers of the utilizing the innovation of digital marketing A customer-friendly site that is Year. strategies and eCRM initiatives to promote innovative, engaging and informative, all profit centers within their dealership – and that promotes all profit centers of the 2008 promises to be quite a year for digital from New and Used Sales, to F&I, to Parts dealership marketing despite a weakened economy. and Service. AutoSuccess honors those • Powerful CRM Tool: Recent projections forecast robust growth in dealers who have effectively leveraged the A fully automated prospect management online advertising, rising four times the rate power of the internet and CRM to harness tool that will manage and measure all of of the overall advertising industry. What substantial results. their leads through the sales process and does this mean to automotive retailers? It beyond means that it’s time for you to assess and It is important to note that many dealers are • Innovative Marketing: align your dealership’s presence in the realm not only realizing the potential benefits of Digital platforms that include the current of online marketing - or get left in the dust. digital marketing, but the reality of our rapidly cutting-edge technology of media- changing industry and the growing demands enriched emails, banner ads, live chat, The Solution of today’s consumer. Dealers can no longer eNewsletters and streamline video The question that every member of the just examine and weigh the possibilities • People & Process: automotive industry faces is not only how that exist with online marketing, they must Business Development/Customer to survive, but also how to produce a return. realize the necessity of overcoming their Relation Centers powered by well- The answer is simple. Today’s automotive inhibitions with technology, look the mouse trained and dedicated Internet specialists dealers must be technically competent, straight in the eye, and join the increasing to sell appointments and well-equipped equipped with innovative marketing number of successful dealers who have sales consultants to build value in the strategies and objectives that include shifted their ad spend from traditional media dealership and the vehicle intelligent digital marketing tools and to a more measurable and effective targeted • Tracking & Measurement: training to sell more cars for less cost. digital marketing platform. Once dealers Automated tracking and management get past making excuses, things begin to fall of vital metrics in order to continually In keeping with our ongoing dedication to into place. monitor and improve results. assist dealerships by providing innovative solution-based resolutions to aid dealers The Winners Our congratulations to the 2008 eCRM in becoming more successful, the team at This year’s top performing dealers have Dealers of the Year! Their winning entries AutoSuccess reviews the input of hundreds of used the Internet to improve results and tell a great story of marketing challenges dealers across the country who are mastering increase customer satisfaction and loyalty. and demonstrations of excellence in digital marketing initiatives and effectively Although different dealers’ strategies vary, implementing innovative digital strategies8 leveraging the power of the Internet and AutoSuccess looks for the following five and solutions.
    • Herb Chambers Companies No. 1 Dealer Uses Internet to Sell over 1,100 Online Vehicles! What drives Herb Chambers’ suc- cess? The truth is that the name Herb Chambers is synonymous with success. When it comes to running his business, Herb Cham- bers strongly believes that a service-oriented culture is the key to success, from his employees, right down to the customer. The In- ternet has played a vital role in “With our fully measurable and automated system, we are continuallyservice of customers as the Chambers leg- improving and fine-tuning our processes to improve our results andacy continues to expand to, at last count, increase ROI.” - Herb Chambers42 dealerships across New England—fromJeep Wrangler to Rolls Royce—generating the implementation of centralized processes Customer satisfaction is what it’s all about.over $1.8 billion dollars in sales last year. for the growing number of rooftops in the Another concept that is key to the success Chambers enterprise. The highly trained of the Group is the Herb Chambers’“I don’t want my sales people to sell cars; BDC specialists are generating exceptional philosophy that “happy employees createI want them to help people buy cars,” results through quick responses to customer happy customers.” The leading automotiveexplains Chambers. With that philosophy inquiries and fine-tuned processes for group has one of the lowest turnovers inin mind, and the right technology partner, handling incoming leads. “Our E-Commerce the nation, and is well-known for providingHerb Chambers leverages the cutting-edge team holds regular meetings to review excellent training, employee benefits,technology of an innovative high-impact benchmarks and evaluate progress in order incentive bonuses, and first-name-basisWeb site and media-enriched communication to find ways to fine-tune our processes. relationships with the living legacy himself,into all his dealerships to make good on Our customized reports detail everything Herb Chambers. As a result, the family athis commitment of providing the highest- including the leads by source, response The Herb Chambers Companies continuesquality service to their customers. times, appointment percentages, show rates, to outsell the competition and build an closing ratios and cost per sale,” said Herb, ever-expanding base of loyal and satisfiedOne of the greatest assets at Herb Chambers whose constant support contributes to the customers.is the Business Development Center and ongoing success of the BDC. THE BOTTOM LINE • Herb Chambers is the No. 1 Dealer in New England. • HerbChambers.com generates 1,100 online units per month. • HerbChambers.com is a nationally acclaimed Award-Winning site. • eDealer & eCRM Dealer of the Year for five consecutive years. • The Herb Chambers Group has successfully implemented Herb Chambers centralized processes in all their dealerships. 9
    • Tasca Auto Group Writing the Book on eSatisfaction - Selling 100 Additional Units Online History has a way versions of customer satisfaction of repeating through the fusing of technology itself. At the and “The Tasca Way” of doing age of 27, business. Bob Tasca Sr. opened Internet veteran Tasca Auto Group his first Ford got their start 10 years ago, and dealership, has successfully followed the same introducing processes while implementing unheard-of different strategies and techniques, concepts into said BDC Manager, Eileen the automotive Aquilante. Now their Internet industry, Department handles all their including one- incoming phone and Internet price selling leads, and is responsible for setting and unparalleled appointments. With only a three- customer service. person staff, the Internet Specialists In fact, he “wrote have an appointment set rate ranging the book” on from 50 to 60 percent, closing on c u s t o m e r approximately 60 percent of the satisfaction— leads they have direct contact with. quite literally— “When a lead is generated, response entitled You Will Be Satisfied. Today, that is immediate both via e-mail and small single-point store has grown to a phone, and our staff will stay and multi-franchise auto group located in return phone calls until 9 PM,” multiple locations in Rhode Island and explains Eileen who personally Massachusetts. The family business, now returns calls on Sunday via her owned and operated by second and third Blackberry when necessary. generation Tascas, has grown substantially while maintaining CSI scores among the “What gets measured gets done,” said Bob “Tasca currently sells 100 online highest in the nation. Tasca III, who sees to it that management units per month, and customer constantly measures the vital statistics of surveys show that up to 80 percent Under the direction of Bob Tasca III, the how a lead is progressing, enabling the team of our customers say that TASCA. growing family of loyal customers of this to make necessary adjustments. As a result, COM influenced their buying innovative auto group is experiencing the dealership has increased profits and decision.” - Bob Tasca III satisfaction like never before through the ROI, reduced turnover, and built an amazing powerful combination of the Internet and base of customer loyalty. “Our Virtual CRM. Tasca Auto Group, a pioneer in the Dealership is designed around our mission and phone traffic,” said Tasca III, “Our realm of eCRM, joined forces with the to serve our customers, and in so doing, it customers rave about our Web site because Internet early on to offer high performance generates massive amounts of Internet leads they can research, build and compare cars, view new or pre-owned vehicles, buy parts, schedule service appointments and more.” THE BOTTOM LINE As a result, Tasca currently sells 100 online • Tasca made the shift to digital marketing to generate an additional units per month, and customer surveys 100 units per month. conducted by the dealership show that up to 80 percent of their customers say that the • Tasca’s Virtual Dealership has helped to increase sales, profits, and Tasca.com Virtual Dealership influenced CSI by improving the customer experience online. their buying decision. • Tasca’s highly trained BDC staff handles all Internet leads and Having happy customers definitely has its incoming phone traffic. own rewards, and top-performing dealers like Tasca will continue to thrive and excel • Tasca.com and “The Tasca Way” have earned CSI scores among the in the industry by providing eSatisfaction to highest in the nation. their expanding family of loyal customers for generations to come. • Customer surveys show that up to 80 percent of customers were influenced by Tasca.com! Whenever a customer sees or hears a10 The message is clear at Tasca Auto Group… Tasca advertisement, they always see and hear TASCA.COM! You will be satisfied!
    • Frank Kent Motor Company Texas Dealer Strikes It Big - Increasing Sales 50 Percent Fourth generation owners of Frank Kent Motor Company have taken their dealer group to a new level by implement- ing new digital marketing ini- tiatives, includ- ing a high-end custom Web site. “The move from our previous Web site to our media- enriched interac- tive Virtual Dealer- ship complete with “The move from our previous Web site to our media-enriched interactive marketing tools has helped us re- Virtual Dealership complete with marketing tools has helped us realize ouralize our potential, doubling our Internet team potential, doubling our Internet team with a resulting 50 percent increase inwith a resulting 50 percent increase in sales sales over the previous year.” - Dennis Groters, BDC Directorover the previous year,” said BDC Director,Dennis Groters. This Fort Worth multi-fran- Frank Kent has a dedicated team of resulting in almost 200 units per month!chise dealer has been able to increase leads Internet Specialists including seven highly The staff is successful at following up withfrom 1,000 up to 1,500 per month—generat- trained appointment setters, two specialists all of their leads quickly and efficiently,ing nearly 200 units in sales per month—uti- that focus on leads from eBay, and BDC and the customer-friendly processes givelizing the power of the Internet and their new Director, Dennis Groters. Together, the the customers all the information they needdigital marketing strategies! team works to make their customers’ to make an informed decision. online shopping experience pleasurableFrank Kent began his automotive career in and profitable. “We are constant with the Frank Kent’s dedication to customers has1927 when he accepted a proposition from a processes that we learned during our two- never wavered, and in today’s competitivefriend to try and sell a car in order to obtain day training boot camp,” explains Groters, market, the Internet has generated, anda sales position at a local dealership. He and they have incredible results to back will continue to generate, a higher leveldidn’t sell one; he sold four. And so, the that statement. The Internet Specialists of excellence for their expanding familylegacy begins. From a nationally acclaimed have a 68 percent appointment-show of satisfied customers for generations toFord dealer to a Cadillac Master Dealer, the ratio and a 12 percent total closing ratio come.name Frank Kent has become synonymouswith quality and integrity. The dealershiptoday is owned and operated by fourth THE BOTTOM LINEgeneration great-grandchildren CoryChurchill and Will Churchill. • The new Virtual Dealership at FrankKent.com is a highly converting lead generating tool.In the new millennium, Frank Kent Cadillacis joined by Buick, Pontiac, GMC, Hummer, • New digital marketing initiatives are generating 7,000 visitors to theirHonda and Dodge franchises. The same Virtual Dealership.dedication to excellence remains, and thatis precisely why the dealership group made • Frank Kent utilizes automated bulk e-mail to market their specialsthe decision to tap into the unparalleled and promotions.potential of the Internet to meet the growingneeds of their customers. • Frank Kent utilized a two-day Training Boot Camp to equip his highly effective staff.The comprehensive digital marketing suiteincludes more than just a cutting-edge web • Frank Kent currently has a total closing ratio of 12 percent with asite; it’s a complete marketing system with goal of 15 percent.prospect management capabilities and a • FrankKent.com has increased leads from 1,000 to 1,500 per month. 11suite of multi-media e-mails, driving moretraffic to the Internet and the showroom.
    • Sheehy Auto Stores Dealer Group Sells 422 Online Units in One Month The benefits of ef- Sheehy has chosen to outsource to fective digital professional appointment setters marketing who have received customized are infinite, training specific to the dealership so and no one they understand each dealership’s knows this unique qualities like pricing better than policies, personnel and inventory. Sheehy Auto Stores with 23 Many dealers are starting to warm up franchises lo- to the idea of using Chat or Instant cated across Messaging on their Web sites to Virginia, Mary- communicate with their prospects, land and North gathering vital information without Carolina. A dedi- requiring them to submit completed cated Internet forms. Some consumers are sales staff of 35, apprehensive about responding to e- under the direction mail or phone, but feel quite at ease of Roy Reutter, is with an impromptu entry into a chat capitalizing on window. “Chat is a product that gets a new platform us extra contact with customers. We with their arsenal of digital marketing tools look at it as a lead generation tool to accommodate their online customers and – another way to capture leads off generate viable leads. our Web site. It’s sort of like an add- on feature—like air conditioning Reutter and his staff are utilizing popular on a car,” Reutter said. “We have trends like Live Online Chat windows to tons of contacts from our Live Chat stay one step ahead of their competitors by button - service, parts and purchase leads “With our advanced digital allowing consumers to make inquiries into - probably about 500-600 clicks a month,” marketing strategies, it’s not a convenient Chat link located on their Web adds Reutter. uncommon for our dedicated sites and digital communications. The Live Internet staff to field 4,200 leads per Chat is an additional way to communicate The highly trained staff at Sheehy is month, generating 422 online units.” that allows dealerships to interact with experiencing an 11 percent closing ratio on - Roy Reutter, BDC Director online visitors in real time while they leads generated through chats; but Reutter are showing interest in their site. Chat confirms that the true success of the function services can be staffed internally; however, is what his staff does with the lead once they capture it and begin the follow-up process. Sheehy customers also receive a digital newsletter that can be measured, tracking THE BOTTOM LINE every single person who reads it, what they read, and how much time they spend on the • The highly trained BDC staff at Sheehy handles 4,200 leads per articles. “New or Used vehicle sales are our month. main objective, but our biggest benefit has • Advanced digital marketing strategies have increased sales from 103 been in the parts and service revenue that is units to 422 online units per month. generated as a result,” states Reutter. • Online sales represent 24 percent of total sales at Sheehy Auto The highly-converting Sheehy.com, in Stores. conjunction with advanced search engine • Sheehy increased leads by 350 percent after switching from DMS provider marketing strategies, has proven very to a digital marketing firm to build a Virtual Dealership at Sheehy.com. successful for this expanding auto group. Reutter reports that it is not uncommon to field 4,200 leads per month generating 422 • Sheehy Auto Stores has a 9.3 percent total closing ratio. online units per month. • Internet leads represent 90 percent of total leads received at Sheehy.12 For more information, visit their Virtual Dealership at www.Sheehy.com.
    • Modern Automotive Network Using Modern Technology to Sell 250 Online Vehicles per Month Modern started their Internet Depart- ment in 1995 with two individuals who were handling faxed leads. This rare auto- motive presence on the Internet was met with criticism, and other dealers thought that they were crazy for having two dedi- cated employees spending time and effort on the Inter- net and arranging offsite demos.In spite of the disparagement, managementat Modern knew the important role that the “Our customer surveys indicate that 80 percent of our current customers doInternet would soon play - and they were research online before coming to the dealership with 60 percent stating thatright on the mark! Today, customer surveysindicate that 80 percent of Modern’s custom- our Web site influenced their decision.” - Bryan Johnson, CRC Directorers do online research before coming to thedealership. This pioneering dealership is liv- business,” said Fowler. “The CRC specialists According to CRC Director, Bryan Johnson,ing up to its name utilizing advanced digital create friendships online and sometimes will about 20 to 25 percent of Modern’s businessmarketing tools and techniques to generate sell a car six months after the initial contact is generated from Internet sales, and general1,730+ high quality leads resulting in 250 was made.” sales have increased 15 percent in the lastonline sales per month. year. In 2006 they sold 10,000 cars, and Another successful best practice for building 2007 numbers are coming in substantiallyThe fourth generation Modern Automotive and maintaining customer relations at above that benchmark. Even with the successNetwork, located in Winston-Salem, NC, has Modern is their e-mail marketing. All e-mail they have seen from their current digitalexpanded to eight rooftops, 650 employees, addresses are collected at the time of sale marketing strategies, Fowler and Johnsonand a growing base of customers spanning and the customers are asked for permission look forward to adding more lead-generatingacross 18 states as far away as Washington to e-mail coupons in order to keep in touch. features like video streaming and live chatand Arizona, and even reaching across Proof positive that the CRC staff is doing an to their new Virtual Dealership at www.international borders into Canada and awesome job is the low opt-out ratio of only ModernAutomotive.com.Germany! Now that’s what we call making four percent!use of modern technology.With the help of an automotive digital THE BOTTOM LINEmarketing firm, the Internet Department atModern has been integrated into a thriving • With the help of an automotive marketing firm, Modern has successfullyCustomer Relation Center employing 22 staff integrated their Internet Department into a top-performing CRC.members to handle the increasing numberof highly qualified leads that are being • The CRC staff at Modern has an appointment-show ratio of 75 to 80generated, and to service the simultaneously percent.growing number of satisfied customers. • The multi-media Virtual Dealership at ModernAutomotive.com converts“I give the staff a ton of credit,” GM Omnia traffic into highly qualified leads.Fowler said. “Management writes theprocesses, but the staff executes them very • Online sales represent 20 to 25 percent of total sales at Modernwell.” Each of the CRC staff members at Automotive NetworkModern are very personable and are effectiveat establishing great relationships with their • ModernAutomotive.com and a well-trained CRC staff have increased 13customers. “Our staff prides themselves on sales from 160 to 250 units per month.not being in the car business but in the people
    • Dick Hannah Auto Group Digital Marketing Strategies Increase Sales to 593 Units Per Month “We found the of Google, Yahoo and MSN. The cheese! A signifi- secrete formula to the search success cant portion of includes over 1,000 search phrases our business per manufacturer (100 most popular has moved automotive search phrases in 10 to the virtual local cities). “Our Web site phone shopping and traffic skyrocketed from 1,756 calls info gather- to 5,090 calls in less than 8 months,” ing world,” said said Joe Orr, GM at Dick Hannah Joe Orr of Dick Honda. The Honda store enjoyed Hannah Auto an 82 percent increase in used car Group. The net profit for the year while cutting opportunities advertising expenses from $442 per created by an car to $114, and today they’re selling effective digital hundreds of extra vehicles per month marketing strat- meriting the commendation of being egy are limitless, the No. 1 pre-owned Internet Dealer and owner Dick in the world. Hannah and his management have Hannah is quick to point out that successfully lev- successful dealers need more than a eraged the power great Web site and CRM tool; they of the Internet to increase and expand his need to build a complete strategy enterprise while continuing to maintain the for marketing, get the right people Dick Hannah immaculate reputation for un- in place, implement a process and precedented customer satisfaction. With chil- establish a pricing philosophy. He dren Jason and Jennifer at their father’s side, also adds: “While the right Web the Hannah’s have successfully implemented site won’t solve all your problems, an aggressive online presence with a focus on you won’t get far without it. We Sales & Service, and have become the largest had a pretty good templated site that was “Our customers enjoy our Virtual pre-owned Internet Dealer in the nation. recommended by our manufacturer, but we Dealership. DickHannah.com is the were not getting incremental business. After The Dick Hannah Group comprised of 12 we switched Web and CRM providers, our nucleus of our success, helping us franchises in 14 locations across Oregon and sales began to increase, and now with the to sell 593 online units per month.” Washington, has capitalized on aggressive help of advanced eMarketing initiatives, - Dick Hannah Internet marketing strategies and their award- we are selling 593 units per month because winning Web sites to tap into the special they not only built us a better site, they also finance and pre-owned profit opportunities. provided all the marketing tools and training special finance department called www. Dick Hannah hired a local search marketing we needed.” DickSaysYes.com and www.printyourcheck. firm to more effectively saturate their com which provides three easy ways for award winning Web-site on the first page One great feature of the new site is a virtual the customer to get further into the process and continually prompts them to fill out an application online. Hannah explains that THE BOTTOM LINE the key to building a Web site capable of generating sub prime leads is to provide • Dick Hannah used an aggressive eFocus on Special Finance to information the customer is looking for, become the No. 1 Pre-Owned eCRM Dealer in the world. plus a convenient and private way to contact the dealership. For example, DickSaysYes. com includes a “How it Works” button that • DickHannah.com helped generate an additional 333 sales per month. provides FAQs, Six Steps to Reestablish Credit, Fast Bankruptcy Approvals and other • With advanced digital marketing strategies, Dick Hannah cut areas that speak to what’s important to the advertising costs from $442 to $114 per car. sub prime audience. • The leads from DickHannah.com have a higher closing ratio and Dick Hannah knows that his company’s lower cost per sale. reputation is a priceless asset, and he relies on the results and resources of digital marketing to uphold the highest standards of integrity14 • DickSaysYes.com awarded USA Internet Approval Site of the Year. and service within his dealerships.
    • Moss Bros. Auto Group Implements Centralized e-CRC to Generate 192 Online Units Per Month The Moss Motors The group began to see results history had a in the way of increased traffic modest begin- and leads after going live ning in 1921, with a newly designed custom when J.A. Web site that is loaded with “Red” Moss media-enriched and interactive Sr. planted features like scrolling marquees, his roots in the a friendly virtual tour hostess, community of and 360-degree 3-D Virtual Blythe, CA with Test Drives that highlight all the opening of the information the customer his first dealer- is interested in. Moss feels that ship. The acorn their new Virtual Dealership doesn’t fall far is more professional and more from the tree, and user friendly and provides the the seeds of integ- dealership with an effective rity and prosperity “centralized coordinated that were planted attack” strategy rather than just by the pioneer- being price driven. As a result ing “Red” Moss of successfully implementing have blossomed a new Virtual Dealership andinto mega-store Moss Bros. Auto Group digital marketing strategies tonow owned and operated by third generation promote all profit centers withinGlenn Moss. the dealership, MossSavings. com has increased traffic andDespite the humble beginning, the Moss generated over 3,300 qualifiedfamily dealership, still located in the heart of leads resulting in a 540 percentSouthern California, has capitalized on the increase in sales in just 11implementation of a new digital marketing months!platform including a high-end Web site andthe development of a centralized Customer Today the highly effective 17 person CRC “Our new Digital Marketing andRelation Center (CRC) to handle all leads staff at Moss Bros. is doing a phenomenal Training System has helped uswhich has resulted in an increase of monthly job executing processes on appointments increase our sold units whileonline sales from 30 units up to 192 units that show, generating 192 sales from 275 reducing our Cost per Sale. We havewithin a matter of months! appointments - a 70-percent close ratio! Even developed a solid process for us to with great results like that, Moss feels there help our customers, and as a resultAfter years of research, trial and error, and are still areas in need of improvement, and is looking forward to what the New Year will we have seen a steady growth inconsulting with various consultants, Mossfinally found the right automotive digital bring. Profit and Sales.” - Glenn Mossmarketing partner for his dealerships’ onlineneeds. Not knowing if the move was rightfor all of his locations simultaneously, Glennchose his award winning “Blue Oval” Ford THE BOTTOM LINEpoint to implement the CRC processes. Withinthe third month, Moss Bros. Ford had a record- • After years of trial and error, Moss Bros. partnered with an automotivebreaking month! Moss Bros. clearly saw the digital marketing firm to implement tools, training and processes.benefits and results of the implementation of • Marketing Initiatives increased online sales from 30 units to 192 unitstraining and processes, and wasted no time in per month.getting four of his other stores on board. Bythe sixth month, all calls and leads were going • The CRC staff at Moss Bros. closed on 70 percent of theto the CRC. “Our new Digital Marketing and appointments that showed.Training System has helped us increase ourunits sold while reducing our Cost per Sale. • MossBrosAutoGroup.com promotes all profit centers within theWe have developed a solid process for us to dealerships.help our customers, and as a result we have • Digital Marketing strategies have reduced cost per sale to $201 per 15seen a steady growth in Profit and Sales,” saidMoss. unit.
    • Dave Smith Motors Dealer Stakes Claim Selling 600 Online Units Per Month Where can you find “The Internet has helped the No. 1 Dodge- us sell more than 11,000 Chrysler-Jeep Dodge, Chrysler, Chevy, Dealer in the GMC, Pontiac, Buick and world for the fifth year in a Cadillac vehicles, making row—or, how us one of the largest about the larg- dealers in the world!” - est GM Dealer Ken Smith, President in the North- western U.S. for the eleventh 800 units per month with year in a row? approximately 600 units being sold from Internet generated Dave Smith Mo- leads! You would think it can’t tors, under the get much better than that, but direction of Presi- Dave Smith Motors continues to dent Ken Smith, have phenomenal success selling is located in Kel- a record-breaking 7,030 Dodge, logg, Idaho, a Chrysler and Jeep vehicles in rural community 2006, only to blast right past that with a rich historical mining heritage and historical benchmark in 2007! a population just over 2,600. That’s right- 2,600 people. In fact, Dave Smith Motors The Internet has played a vital has more vehicle inventory in this small role in the continued success of tourist town than there are people! Overall this auto sales mining enterprise. in 2007, this home-grown automotive gold With technology created in- mine sold more than 11,000 Dodge, Chrys- house, Smith is utilizing the ler, Jeep, Chevy, GMC, Pontiac, Buick and power of the Internet to market Cadillac vehicles, breaking an all-time re- his dealership, generating tons cord in new sales for both DaimlerChrysler of traffic and leads to his Web and GM! site. Because of Smith’s early decision to create a presence on the Internet own home-grown technology, attracting Here’s living proof: You’ve all heard your in 1992, he designed and developed his more than 100,000 visitors per month on manufacturers telling you that 80 percent own Web site and lead management tool their site, and getting approximately 150 of your customers shop online before because there weren’t any lead-generating/ Internet leads a day. coming into your dealership. The Dave follow-up systems available on the market. Smith Motors staff is selling approximately Dave Smith Motors has excelled using their Entrepreneur Ken Smith looks at every profit center as a golden nugget. When you’re mining and hit a vein, you don’t go dig somewhere else - you stake your claim, THE BOTTOM LINE set up camp, start working and stick with it. Sometimes the work is tedious, but the • Dave Smith Motors is the world’s largest Dodge-Chrysler-Jeep Dealer payoffs are great. Smith has been able to for five consecutive years. maximize all of his value-added products and services, including warranty, finance, • Dave Smith Motors is the largest GM Dealer in the Northwest for 11 parts and a booming after-market accessory consecutive years. business that is Internet driven. • Dave Smith Motors is the world’s largest Mopar Accessories Dealer for five consecutive years. With their hassle-free buying philosophy and technology as their primary tool of the • Digital marketing strategies have helped Dave Smith Motors sell a trade, Dave Smith Motors has successfully record-breaking 7,030 Dodge, Chrysler and Jeep vehicles. created a loyal (and growing) base of eager customers, creating a business based • The dealership has a team of dedicated Internet sales consultants to off repeat and referrals. The rush is on at16 handle all inbound leads. DaveSmith.com!
    • Paragon Honda/Acura Effective eMarketing Keeps Dealer on Top With 300 Units Per Month New York has its probably spend up to $10,000 to unique market- send out 15,000 pieces. We sent ing challenges out 80,000 pieces and it took consider- no time, no additional money ing that it is and it generated outstanding the only city results,” Benstock said. in the U.S. where more Paragon now utilizes search than half of all marketing strategies including households do digital display billboards to not own a car. attract visitors to their Virtual Despite the lim- Dealership. An astonishing itations, Paragon 85 percent of their leads are Honda is thriv- generated from their Web site. ing and is highly “What is amazing is that we acclaimed as a can track exactly how many leading volume people saw the banner, how dealer not only in many clicked through to the New York, but site, what they did at the site across the nation and how many bought. Thisas well, selling 9,000 Hondas and Acuras in makes it easy to measure the2007—that’s 20 per day, 365/24/7 (with no cost per sale and to improve ourfleet sales). How do they achieve their con- offers to get more customerstinued success? Thanks to a robust Internet attention,” said Benstock.marketing strategy, a well-trained BusinessDevelopment Center and a loyal base of cus- From the beginning, Paragontomers, Vice President Brian Benstock con- has been an exemplary modeltinues his relentless pursuit to be the best by for success. After implementingcapitalizing on the power of advanced search new digital marketing platforms “With the help of our eMarketingmarketing, digital display ads and bulk e-mail four years ago, they went from 20 cars a month strategies, Paragon sold 9,000marketing campaigns to market and promote to 106 cars a month in their first month. Now Hondas and Acuras in 2007 -- that’sthe Honda and Acura brand throughout New they are selling up to 300 units per month to 20 per day, 365/24/7!”York. remain as one of the top Honda dealers in the - Brian Benstock nation.As a foundation to their marketing strategy,Paragon integrates their Virtual DealershipURL into all of their advertising and THE BOTTOM LINEmarketing efforts. “Whether we usebillboards, newspaper or radio, we always • Paragon delivered 9,000 Hondas and Acuras in 2007 - that’s 20 perpromote ParagonCars.com and as a result, day, 365/24/7!we get a phenomenal amount of customersvisiting our site,” said Ashley Antonio, • eMarketing has increased traffic to ParagonCars.com by 20,000+Marketing Director at Paragon Honda. visitors. • Paragon utilizes bulk e-mail campaigns to generate 40 additionalE-mail marketing has been a critical units at zero cost.component to their success. The BDC hashad incredible results from targeted bulk e- • Paragon’s closing ratio is 300-percent higher than the national aver-mail marketing, generating up to 40 extra age, according to OEM reports.units sold from a single campaign withoutspending any extra money on advertising. • Overall sales at Paragon have increased by almost 200 percent“We recently sent out an e-mail promotion to incrementally year to date.80,000 addresses in our database. It took our • Paragon has drastically reduced cost per sale from $500 to $100 per 17Internet Manager 25 minutes to create and unit.the cost was zero dollars. Other dealerships
    • The Walser Group Walser.com Branding Increases Unique Visitors, Leads & Sales by 40% When we last heard make the deal happen. The from the Walser core principle of the Walser Group, they Way is to give the absolute had suc- lowest price up front – no cessfully negotiating, no waiting, implemented no need to run the deal by digital mar- management for approval. keting strate- Everyone pays the same gies, including low price. It’s up-front, it’s the establish- honest, and it’s simple - fast, ment of consis- fair, and easy! tent centralized processes within This eDealer network, all franchises and comprised of 14 franchises locations. The located across Minnesota, training and ex- is committed to offering the ecution paid off best service in the industry, in the form of 70 and with effective and percent show ra- successful processes in place, tios on appoint- Owner Andrew Walser, is ments and total closing ratios as high as 20 directing the spotlight toward percent! branding his new Virtual Dealership and tracking Established in 1956, Walser Automotive conversions. “We are has grown into a network of top-quality focusing on making Walser. dealerships across Minnesota who are com a household brand name committed to offering the best service in for customers in our region,” the industry. What makes the Walser Group Walser said. “We have unique is their “negotiation-free” philosophy increased our online identity which they call the “Walser Way.” in the marketplace through effective exposure on billboards, print, “We are focusing on making Walser. With a fundamentally different approach TV and radio as well as implementing a com a household brand name for to the car buying experience, The Walser library of high-converting microsites to customers in our region.” - Andrew Way empowers the customer and the Walser increase visibility on search engines,” said Walser associate with the independent control to Alan Krutsch, Marketing Director, “and as THE BOTTOM LINE a result, we have seen substantial results with a 30 to 40 percent increase in unique • The Walser Group has implemented a new Digital Marketing Strategy visitors, leads and sales.” to effectively market Walser.com. With more of their growing base of customers • New digital marketing strategies and Walser.com have increased turning to Walser.com to service their needs, unique visitors, leads and sales by 30 to 40 percent. Andrew Walser knows the importance of duplicating the buying process on his Virtual • The BDC staff successfully sets appointments on 32 percent of leads Dealership. That means investing in the at Walser.com. process in order to build confidence within • Walser Automotive has increased closing ratios up to 20+ percent in the consumer and in the people at the dealer two franchises. level in order to create excitement about the Virtual Dealership and its marketing • The Walser Way is a “negotiation-free” philosophy. Everyone pays potential. the same low price. Visit Walser.com to learn more about this • Walser Automotive conversion ratio is 10 to 15 percent higher than18 extraordinary results-driven dealer group. the national average.
    • STS The Value BrianTracysales&trainingsolution So, for a good of Mentors, Part 2 6. Once you have joined these organizations, appreciation for his or her time and mentor-protégé become actively involved and volunteer guidance. Mention that you hope to meet relationship, you must be wide open to the for responsibilities. This will bring you again if you have another question. influence and instruction of the other person, to the attention of the people you want to 11. Each month, drop your mentor a short and at the same time, the mentor must be meet faster than anything else. note telling him or her about what you genuinely concerned about your well-being 7. Work, study and practice continually are doing and how you are progressing. and your ultimate success. These are the two to get better and better at what you do. Nothing makes a mentor more open to essentials. The very best mentors are interested in helping you further than your making helping you only if they feel it is going it clear that the previous help has done Your ability to choose your mentors can be a to be worth their time. You will have no you some good. crucial step toward achievement in all areas problem attracting people to you when 12. Arrange to meet with your mentor of your life. So here are 12 steps for building you develop a reputation for being up- again, perhaps on a monthly basis, or successful mentor-protégé relationships: and-coming in your field. even more often if you work closely 1. Set clear goals for yourself in every area 8. When you find a potential mentor, don’t together. of your life. Know exactly what you want make a nuisance of yourself. Instead, ask to accomplish before you start thinking for 10 minutes of his or her time, in person, Over the course of your life, you will have of the type of person who can help you in private. Nothing more. Remember, many mentor-protégé relationships. As you accomplish it. most potential mentors are busy people, grow and develop, you will seek out different and they may be opposed to someone’s mentors, the people who can give you the 2. Determine the things you will have to kind of advice that is most relevant to your do in order to achieve your goals, the trying to take up a lot of their time. It’s not personal. current situation. obstacles you will have to overcome, and the roadblocks you will have to 9. When you meet with a potential mentor, Successful people are very open to helping surmount. express your eagerness to be more other people who want to be successful. This 3. Identify the areas of knowledge, skill successful in your field. Tell him or her is especially true if they know you are willing and expertise you will have to acquire in that you would very much appreciate to be a mentor to others who are younger order to overcome the obstacles existing a little guidance and advice to help you and less experienced than you. The more between you and your goals. move ahead. Ask for an answer to a open you are to helping others up the ladder specific question, for a specific book or of success, the more open others will be to 4. Look around for the most successful audio program recommendation, or for a helping you. people in the areas in which you will need specific idea that has been helpful to him the most help. or her in the past. Brian Tracy is the chairman and CEO of Brian Tracy International. He can be 5. Join the clubs, organizations and business 10. After the initial meeting, send a thank- contacted at 866.300.9881, or by e-mail associations these people belong to. you note expressing your gratitude and at btracy@autosuccessonline.com. 22 www.sellingsuccessonline.com
    • STS MarkTewartsales&trainingsolution Change More Than the Calendar The last quarter of the When was the last time you were “geeked” by year rolls around and your To-Do list? Stop listening to everyone’s you begin to hear some common refrains: “10 steps” and “10 rules” to everything and • “We are waiting until the first of the the “Dummy’s Guide to Goal Setting” and year” start living by your rules. It’s your life, your • “Starting in January I am going to…” goals, your emotions and your rewards if • “We have to wait until spring when you reach your goals. You make the rules. business picks up” Go for as large a goal as you desire. • “The first of the year I am really going to get into it.” Secondly, start giving your subconscious all the evidence it needs to start believing. You Here’s the reality for most people who make may write your goal 100 times a day. You may these statements: The calendar is the only write your goal and put on your bathroom thing that changes. mirror and say the goal aloud 10 times every morning. You may find 10 people who have If you are waiting for the calendar to change reached your goal and reach out to interview your life or your business, you are kidding them on what they did. You may close your yourself. My own observation is that these eyes and visualize yourself at the moment false start dates are nothing more than you reach the goal and see it in vivid colors, excuses and actual obstacles to not face feel the feeling as strongly as you can feel. reality and take action. No matter your intentions, I think everyone has been guilty No matter what goal you choose, you have of false statements at some time. to take some kind action. Take a step, no matter how small, and then set in stone your Words are cheap. A U.S. General once said, next action and action date. The next action “Every year I pay less attention to what should be soon. The next hour or the next people say and more to what they do.” Action day would be best. Don’t make the next is always where the rubber meets the road. action step too long after the first, or leave it However, actions are preceded by proper to chance that you will take your next step. thoughts and beliefs. Just because a person says they are going to do something does not The dirty little secret to reaching any and mean that their brain buys into the idea. every goal is that most goals are made up of small, boring, mundane steps that When you make a statement, you are lead to your success. We live in an instant consciously choosing to do so. The problem gratification society – “8-Minute Abs,” begins when your subconscious does not “Lose 10 Pounds in One Week,” “Lose Six match up to the conscious choice. If your Inches in One Week,” and so on. Those ads subconscious does not have any evidence to are all brilliant marketing strategies, because support your statements, the subconscious they promise instant results. The headline immediately begins to sabotage your thoughts. of “Lots of sweaty exercise and eating tons This is precisely why traditional goal setting of vegetables will help you lose weight this and New Years Eve resolutions fail. year” would not get a lot of response. The general public would say they hate hype but I have heard many times that in setting the truth is most people love hype. People goals they must be believable to work. You love HOPE — the easier the better. can hear the “believable goals” mantra and interpret this to mean you need to pick a safe Don’t wait for a calendar to change your life goal. Safe goals rarely inspire you to action. or your business. Usually the only thing that Safe goals are easy to say but they don’t fill changes is the calendar. enough emotional needs. Behind all realized goals are strong emotions that were on fire to be realized. Mark Tewart is the president of Tewart First of all, you have to set inspiring goals Enterprises. He can be contacted at that create emotions inside you. Otherwise 866.429.6844, or by e-mail at 23 all you are doing is writing out a To-Do list. mtewart@autosuccessonline.com. the #1 sales-improvement magazine for the automotive professional
    • STS The Value of TomHopkinssales&trainingsolution One of the biggest Customer Service Where do customers go who don’t stay with If you have lost them to the competition, I challenges facing your dealership once they’ve made a single hope you will be mature enough to say, “If I any business is keeping in balance. In many purchase? lost the business, I got beat because of skill automotive businesses, more emphasis is and talent. I’m going to increase my skill put on getting new business than serving Many simply buy from someone else. If you level so it won’t happen again.” existing clients. And that’s no way to had followed-up, you would have discovered succeed long term. that the prospective client was either waiting There will always be those clients that you for contact from you or was not happy with simply cannot please. I’ve had clients I’ve Next to sales functions, customer service the first buying experience whether it was given so much service to and I know I earned functions are vital to overall success and the vehicle itself or something else. Either the business, but for one reason or another I must be given appropriate emphasis. By way, you need to know the answer if you didn’t close. I used to blame everyone else customer service, I don’t just mean vehicle plan on having the automotive sales business for these failures. However, the more I look service. That’s another issue altogether. as your career. at selling, the more I realize that if you lose to the competition, it’s usually because they Poor customer service will cost a company outperformed you. That’s when you need as much business as will having a poor Poor customer service to set a goal to get better at this game of salesperson on the lot. Both can damage selling. a company’s reputation and potential for will cost a company future growth. as much business The last reason customers don’t buy from as will having a poor you is because they no longer like your When businesses don’t properly serve their salesperson on the lot. line of vehicles. It’s happened every time clients after the initial sale, the clients go manufacturers go through major design elsewhere the next time they need a vehicle. Both can damage a changes. Some clients will hate the new And in today’s times, most families have at company’s reputation look and start looking at different brands. least two cars. If you’ve helped them get and potential for future Other people who may have never thought involved in one, why wouldn’t you serve growth. they’d own your brand of vehicle, though, them well and be the person they call when will be attracted to the new design so there’s they need another? still plenty of new business to be had. If they bought from another dealership If you don’t serve them well, you can’t they either found a product or service that If existing clients have a change in their expect them to be loyal to you, can you? they liked better or a more persuasive sales needs that requires them to go with a different Unfortunately, when a client doesn’t make professional. manufacturer because you don’t have the a second purchase, all too often those product they need, accept it gracefully and businesses assume they weren’t good sales I have a philosophy to share with you. move on to someone else you can serve. in the first place — that the client moved Please commit to this statement: “If I am Your attitude at a time like that can earn you away or has not yet made another purchase. a pro, they will buy from me unless we go future business should their needs change or, If you had a solid follow-up system in place, out of business, or the client dies.” Commit even better, a referral or two of their friends you’d know what was going on and probably to yourself that you are going to be so or relatives who do like your brand. have made that second sale. professional that they are going to invest their money with you unless you are no If the client did make a second purchase longer in business or the decision-maker World-renowned master sales trainer elsewhere, you’ll want to know why. Besides passes on to his or her heavenly reward. That Tom Hopkins is the chairman of Tom the question of why they left you, the other may sound extreme, but that’s the way you Hopkins International. He can be question you should be considering is where have to feel if you want to get the business contacted at 866.347.6148, or by e-mail did they go? every time. 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!24 1.866.583.1434 www.sellingsuccessonline.com
    • Who Do The 5 BiggestDealer Groups On EarthRely On For World-Class Used Car Events? WINNER WINNER WINNER WINNER Most Average Largest Sale: Dealer R.O.I. Most MostVehicles Sold: $ 1.3 Million Sales Over Sales Over 325 647% After Gross Commissions $ 300,000 $ 500,000 in 10 Days in 10 Days Gross Gross If the answer surprises you, maybe you should get to know G&A. We’re not the loudest. We’re not the cheapest. But if you’re looking for a reliable, hi-performance partner with over 8,000 promotions under their belt, maybe we should talk. Contact Matt Baker today at 1-866-460-0539 or mbaker@gamarketing.com and ask for your free used car market analysis and event projection. World Class Staffed Promotions and Direct Marketing for the Automotive Industry 1001 Ford Circle • Milford, OH 45150 1-866-460-0539 • info@gamarketing.com
    • STS MarcSmithsales&trainingsolution Negotiating for Profit Negotiate: To confer The reality is that if your sales process our decisions. Appealing to one’s nature can with another or were perfect, you would be closing 75 to also reduce stress, turnover and increase others in order to come to terms or reach 85 percent of your traffic, instead of 17 to productivity. an agreement. 20. In other words, your sales professionals, managers and service writers could be A recent article stated that turnover in our How many times have you attended a turning off 75 percent of your traffic. industry in 2006 was 42 percent, down from seminar and heard some self-proclaimed Simply stated, customers want what they 48 percent in 2005. The biggest reason for guru try and tell you how to negotiate and want, when they want it, and how they want turnover is many times the environment close a deal, sharing his or her favorite closes it. Many times we focus on our customers we create. If management and employees that we all know have been around since the from our own point of view, not taking into had a better understanding of how each beginning of time? Still, we send our sales consideration that they each have a unique person likes to receive information, and professionals, managers and service writers decision-making style. communicated from their point of view, the in hope that they will learn a new trick or result would be lower stress and a higher two. When you appeal to the customer’s level of productivity with fewer turnovers. decision-making style, they become more Even the great J. Douglas Edwards said that comfortable, resulting in a shorter closing The study of human behavior and how it the sales professional needs a minimum of time, producing a higher gross profit and relates to one’s decision-making style, I 70 closes in their arsenal - but the reality is CSI score. believe, is the next giant step in negotiating that most only have one or two — one being gross profit, reducing stress and turnover in “if I could, would you…” and “what would Ever wonder why people talk the way they the workplace. As everyone knows, profit it take to earn your business?” It leaves little do, behave a certain way and respond to margins are getting tighter and the ability to to the imagination as to why so many are so you differently? The reason is that we are make profit is getting more difficult. unsuccessful when it comes to negotiating all born with a certain trait or characteristic with a customer today. that, by nature, determines the way we make There are essentially four customer types 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.26 Copyright © 2007 - 2008 @utoRevenue is a trademark of Dominion Enterprises. All Rights Reserved. www.sellingsuccessonline.com
    • with unique decision-making styles: will ask many questions and may not This allows the Extrovert to feel comfortable 1. Direct buy the first time around. Provide because they are going to be able to talk People who appreciate you getting to facts in writing and stay in touch with more at a later time, and puts you in a better the point and only require the Reader’s documented facts that will support position for an up sale. The service writer Digest version. If you try a Ben their decision. They must agree with accomplishes his or her goals by shortening Franklin Balance Sheet Close on this you before you can go for the close. the process to the customer’s satisfaction. type of customer, you are going to lose Remember, they will be waiting for you them fast. Simply get to the point, tie Remember that it is all about focus, whether to call, and failure to do so will reflect your suggestions to results, and give in sales, service or managing your staff. negativity on the CSI score. them options and choices. When negotiating, your purpose should be to get into agreement with the customer. Don’t At the upcoming NADA convention in San 2. Extroverted forget, we negotiate with our employees Francisco, I will be speaking on the topic These people appreciate interaction everyday. To reduce turnover, we have to of Negotiating Techniques for Different and may talk about things other than communicate from their point of view not Customers and Decision Making Styles. I the deal. Simply interact, give them ours. will demonstrate how to focus and appeal feedback and use the words “we” and to the buyer’s unique decision making “let’s” to get into agreement. Imagine a direct-style service writer who is style and how to negotiate for profit while five deep in the service lane and encounters reducing the amount of time it takes to close 3. Paced an Extroverted customer who responds the customer. They are your best customer and the by telling a story about their problem and most misunderstood. Because of their goes off on many different tangents. In this relaxed nature they are often referred to example, the manager’s focus is on results, as “tire kickers.” Don’t be fooled; they moving the line quickly and has little time are about timing and harmony and when for conversation. The customer doesn’t feel on the lot they are here for one thing comfortable because they are not getting only — to buy today. They appreciate any interaction, and therefore responds later a relaxed form of communication and with a poor CSI survey. The correct way to will say that they need to think it over handle this would be to use support words if pressured. Simply respect their laid- like “we” and “let’s.” For example: “Mr. back style and go for the close. or Mrs. Customer, let’s have one of our Marc Smith is the senior vice president technicians asses the problem, and we will for The Cardone Group. He can be 4. Structured have an adviser call you to talk with you contacted at 866.665.4479, or by e-mail They are fact-based individuals that around 10 a.m. Can we do that for you?” at msmith@autosuccessonline.com. LIMITED TIME OFFER GET MORE THAN 5 YEARS of Big Print ads & Big Automotive Promotional Events. With your purchase you have the right to use these ads and concepts over and over again at no additional charge. Art elements for all newspaper ads are included so pick what you like from several and create your own unique ad. 260 Full-page Newspaper Print Ad 144 promotional events are outlined for layouts for your unlimited use! All your use. Each promotion includes a the art elements (except fonts) are Full-Page Newspaper Print Ad concept, included so it is easy for your local one 60 second radio script and one newspaper or agency to customize. 30 second TV/Radio script. These These ads are proven automotive “Event-oriented” campaigns are easily retail concepts and you get a full 5 implemented by your local newspaper, years of new creative. radio and TV stations. Reg. Price: $795 set Reg. Price: $295 ea See our article on page 43 Visit www.BigIdeasDirect.com/AutoSuccess Buy Now! 27 Click On 1-866-588-3905 the #1 sales-improvement magazine for the automotive professional
    • STS Internet Sales SeanV.Bradleysales&trainingsolution Wow! I want to first 20 Group II a loaner car while their vehicle is serviced, Tube for $1.7 billion, with CNN conducting thank everyone; I alignment checks, discounts on oil changes the Presidential Candidate Debates via have had some amazing feedback in regard and other maintenance, VIP Saturday service YouTube, with the city of San Diego (with 2.8 to my articles, as well as to our new Internet hours, and many more. million residents) offering FREE complete Sales 20 Group. I hope everyone had a great wireless broadband access to the entire holiday and is very focused on making 2008 Customers also accumulate rewards city…, well, you get the idea. Now, add to their absolute best year ever. points for every dollar spent, which go to the fact that there are lead source providers lowering the prices of the next vehicle they like CarsDirect that actually sell cars. People I had a tremendous response from my article purchase at Sonju Two Harbors. For 2,000 don’t talk about that too much anymore, but “Online Value Package Propositions.” When I points, for example, they get $50 off. For CarsDirect has an actual dealer license; with was talking to Shannon Haney, Internet Sales 25,000 points, they get a $500 discount. NO inventory or real dealership, they sell manager of Sonju Superstore in Minnesota, she over 1,500 units a month out of their L.A. told me she was having tremendous success “Anything the client does at the dealership corporate office. How about AutoTrader. with her dealership’s rewards program. The — sales, service buying parts, referrals etc. com? They have NO cars, no dealership and reason why the program is so amazing is the —gets them Sonju points that are converted no sales people, but they make hundreds of fact that it actually works. Shannon sells 20 to dollars for future sales and services,” millions of dollars telling the public to go units a month over the Internet in a small Shannon said. “But the best part is that it their Web site! Yet, some dealers still to this town outside of Duluth. She tells me that it is NOT vapor. It is a real program with day see little value with the Internet, or they is a great way to differentiate her dealership technology to back it up. Customers go to the see it but just let it fly right by them. from all of the others in town. dealership site to check status, upgrades, free stuff…. It gives them a great reason to keep So, what do you do with those dealers who If you go to www.sonju.com, you’ll see a coming back to your site, even after they still choose to ignore the obvious? button that says “Customer Rewards.” When purchased a vehicle.” you click that button, it will take you to a My advice is give them this article to read. back page with the following information: Shannon also went on to say that it increases Then, I suggest coming up with a solid plan gross profit for her dealership. A lot of her as to what you want to do, with details. “At Sonju Two Harbors, our goal is to competition “gives cars away.” I am sure all What are the products or resources you are develop a long-term relationship with you of you can relate to that — your competition going to need? Who is going to work in that and your family. As a preferred customer just shotgunning over their “Best Price” on department? Do you need more people? you are entitled to valuable discounts, their first e-mail to a customer. At Sonju, Where are you going to get everyone complimentary service items, and a VIP they were able to build real value with their trained? What are your Standard Operating membership standing. Each time that you benefits and thus, “the price you receive Procedures going to be? And where are you use your rewards card you will accumulate elsewhere needs to be weighed against the going to get your opportunities to do business points for service discounts, service offers value of our dealership,” she said. (leads, Video Search Engine Optimization, and up to $500 off next vehicle purchase.” Regular Search Engine Optimization, Pay Thank you, Shannon! Good luck this month Per Click, third-party providers, membership Holders of and close strong. I will be sending you your buying programs, etc.)? the service FREE Flip Video camera for having this rewards card, month’s “Best Idea.” Do me a favor and take Outline how much is this going to cost, how complimentary video of your happy customers and put them much you are planning to gross and net and to all Sonju’s on your Web site and e-mail templates. finally, how long this is going to take to see a customers, receive return. Put all of that together and you should perks such as a car As for the challenge, I had a lot of calls and have a better shot at getting their attention. wash with every e-mails from dealers with a consistant theme. paid service, local The challenge is: You can only do your best to change their shuttle service, minds and show them the light. It is up to How do I get my owner or GM to pay them as decision makers if they want to walk Shannon Haney attention to this Internet thing? How do I get them to start get serious about it? They don’t see the value.... into it or not. But you always have choices. If you need help in trying to put that together, it would be my pleasure to do so with you or You would be surprised that in 2008, with for you for FREE. Just e-mail me or call me. 87 to 97 percent of people going online to do some form of research before EVER stepping foot into the dealership, with LOWER cost for advertising and higher ROI, with full Sean V. Bradley is the CEO and founder accountability in HR and capital investments, of Dealer Synergy. He can be contacted30 with over 211,000,000 people registered to at 866.648.7400, or by e-mail at www.myspace.com, with Google buying You sbradley@autosuccessonline.com. www.sellingsuccessonline.com
    • STS DeniseRichardsonsales&trainingsolution Identity Theft: Don’t Let Your Guard Down Personal information of information and turn it into gold. They use favorite sports teams, hobbies, spouses and has become the publicly shared personal information to their children’s names as their passwords and currency of choice for criminals since the advantage by pretending to have similar thieves know this. These bits of information, credit system allows consumers with good interests at heart. They do this to gain your which are often posted on social networking credit ratings to set up lines of credit quite trust, and that of your friends, family or co- sites, may be used by thieves to crack your easily. Thieves would much rather steal workers to then solicit further information. password and get into your bank accounts, what’s in your computer than what is in your Criminals have found innovative ways to e-mail, or any online accounts connected wallet. infiltrate your business. Some are paid by to your password, such as Amazon, iTunes, fraud rings to seek employment positions, etc. Your personal identifying information, and solely to gain access to your business — and the information of your employees and with it your customer database, customer 3. Warn Employees customers, is routinely bought and sold by credit card numbers or valuable Social of Phishing Scams individuals and organized crime rings. It’s Security Number. Many businesses have Since employees are often targets of crucial you pay close attention to safeguarding reported they’ve found their employees have phishing scams they should be warned of personal and sensitive information by taking been bribed or rewarded with cash to pilfer, various phishing schemes. Phishing e-mails some commonsense safety measures. Fraud and then pass on this type of valuable data. are often designed to appear authentic and is non-discriminatory and current statistics urgent, but are simply a rouse designed to show it is a rapidly growing crime that The most frequent mistake many people trick employees into providing account involves a theft of personal information make on networking sites is to divulge too numbers or passwords — often under happening every three seconds. A laptop is much information. Information posted on the guise they need to “verify” the data. stolen every 12 seconds. these sites may on the surface seem harmless, Legitimate companies will never ask for but in reality can quickly turn perilous. With this information in an e-mail. Do not dial Social networking sites are rapidly growing very little effort, trained criminals decipher the phone numbers contained in these e- in popularity. These sites are online clues that will easily crack a password. It mails either. Calls made to phone numbers communities where people from all over may be time to change your password. contained in e-mail scams, unfortunately the world can meet and share common connect directly to the thieves. interests and network. Beware: They’ve Simple preventative steps taken now become a favorite hang-out for thieves, too. will save you, your employees and your To better illustrate the ramifications of what Many of you and your employees routinely customers from immeasurable frustration, can happen when duped by a “phisher,” I post personal information on Web sites anxiety and significant loss — trying to think it’s important to note a recent phishing such as MySpace and Facebook. Often, reverse the damaging effects of fraud when attack that was successfully launched against many of us unknowingly provide much it strikes. Salesforce.com. The breach did not occur as more information than we should, e.g. full a traditional computer hacking attack against names, addresses, phone numbers, birth Top Three Tips to Avoid the company. In this case, an employee dates, spouses, pets’ and friends’ names and Online Fraud apparently fell for a phishing scam and places of employment, all of which thieves 1. Safeguard Laptops provided the criminals behind the scheme his/ routinely use to crack passwords and access Over the last six months, many of the data her user logon information for Salesforce’s your life. breaches that have occurred have happened internal systems. With this information, the through the theft of laptops. Always make crooks were able to download the company’s Did you know that what others post on public sure that your laptop is password protected, customer files and use the files to find new sites can come back to haunt you? While and armed with a firewall and up-to-date virus victims. They immediately began sending many employees think they’re only sharing protection software — at all times. Some out more phishing e-mails - directly to the innocuous tidbits of personal information good news: There is GPS tracking software customers. Remember, the more time and on public Web sites, these “tidbits,” once available for laptops. It is designed to both effort you invest in preventing or detecting collected and assembled, can provide a thief warn criminals the computer is trackable fraud, the less time, effort and money you with enough data to wreak havoc in their life and recover data from the stolen computer will spend dealing with it when it hits. — and yours, too. once you alert the company to the theft. The company, once notified immediately erases Thieves take advantage of tiny morsels of it from the computer — as soon as the thief information contained in seemingly harmless goes online. posts on networking sites that many of us Denise Richardson is a member of the National Association of Consumer frequent — including your family, friends 2. Prevent Thieves Advocates and an author. She can be32 and employees. Criminal identity theft rings from Cracking Passwords contacted at 866.439.9242, or by e-mail have been trained to piece together tiny bits Many people use their pets’ names, birthdates, at drichardson@autosuccessonline.com. www.sellingsuccessonline.com
    • The Competition Visit us at izmocars NADA booth #6831s Close RateOur leads are a cut above. AutoUSA 11.60%When it comes to 3rd party lead providers, one stands out like a diamond in the Autobytel 8.21%rough. AutoUSA has the resources and the technology to cut through the clutterand directly target the customers you want. We have priority status on the web’s Dealix 5.45%most popular independent automotive sites, including: Edmunds, Kelley BlueBook, MSN Autos, AOL Autos, Yahoo! Autos, NADA Guides, Intelliprice and more. iMotors 4.68%In fact, our software filters through your leads so that you only get legitimate, CarsDirect 3.67%non-duplicate customers. It’s this focus on quality that helped us become anindusty leader. Not to mention we’re backed by the largest auto retailer in Vehix 3.24%America, AutoNation. According to a recent study of top dealers,So it’s easy to see why AutoUSA has become America’s best source for online AutoUSA has the highest closing rate for new car leads.customers. And that’s definitely a cut above the rest. Online NEW Customer Estimator SM FEATURE Get the number of customers who requested information on vehicles in your market instantly. www.autousadealers.com 1-888-208-8764
    • STS PaulRauseosales&trainingsolution Embracing Change for the Survival of Your Dealership The operations of an the availability to dealers of floor plan departments has provided increases in auto dealership have programs with no interest terms for short productivity to all who properly use them. changed in many ways over the past 10 periods of time. Dealerships looking for years. Changes have occurred everywhere, additional means to reduce their floor plan Although repairs have not become easier, from customer-buying practices to the interest expense are finding it more necessary the time required to complete service disappearance of anyone resembling the to maintain and/or expand strategic lines of orders has been reduced due to the new stereotypical “used car salesman” on the communications with other local dealers, as diagnostic and online tools used by service lot and the “grease monkey” in the service dealer trade programs have become more departments. These increases in productivity department. beneficial to aid dealerships in keeping must be accompanied by the required level appropriate inventory levels. of sales in the service department to provide Vehicle purchasers are using the Internet the dealership required profits. To acquire to research vehicle pricing, options, Working with other dealers is more critical these sales dealerships have needed to more availability and performance to a much now than it has ever been in the past. aggressively let their communities know the higher degree than in the past. One of the To aid with this communication, auto quality and price competitiveness of their most successful sales draws to the dealership manufacturers have increased availability services. When looking at the Web sites of of today is its Web site. This Web site must to dealerships of informational databases successful dealerships, it is not uncommon be visually striking in its presentation, and reflecting current locations of vehicles with to see the parts and service departments must be recognized by dealership customers specific options. having the same amount of promotion as the as a comprehensive and reliable source of new and used vehicle sales departments. information. When the customer of today Parts Departments have benefited arrives at the dealership, they no longer tremendously over the past decade. The Change is not necessarily a bad thing. Auto rely on the salesperson they meet to educate need to carry large levels of parts inventory manufacturers and many dealerships have them on which vehicle to purchase, but has been dramatically reduced due to the made investments into change over the more to educate them on which options to shift from the ordering and receiving parts past decade. At some dealerships, there purchase and which options are available. from weekly to daily processes. Some were investments made into change that Sales training on vehicle features and manufacturers now provide access to parts did not provide these benefits. But for the options has become almost completely databases so that dealerships can determine most part, those dealerships that were computer based. However, the training the location of parts at other dealerships more supportive of the implementation and of sales personnel in the art of selling still without having to call around and search continued utilization of these new practices, continues to need the one-on-one training for them. Through changes in their internal procedures and equipment were the ones with the experienced sales personnel at the systems, the auto manufacturers have who were more likely to benefit. The Greek dealerships. Dealerships not recognizing the improved their ability to fill dealer parts philosopher Aristotle based many of his absolute necessity of having a well-trained orders. Dealerships service and parts thoughts entirely on the idea that everything and professional sales force to deal with departments have benefited financially and that moves or changes is caused to move or today’s highly knowledgeable customer are with increases in customer satisfaction levels change by some other thing. It seems quite finding themselves severely lacking sales, from the improvements in manufacturers’ evident that the vast majority of the changes or in some cases, no longer in business. fill rates on their parts orders. in the operations of auto dealerships were predominantly driven by the desires of The interest expense for the financing The employees working on cars in the service consumers. In a world where the auto floor plans has significantly become more department used to be called “mechanics.” consumer’s knowledge and purchasing of a burden to dealerships, thus requiring Nowadays, these “mechanics” are referred practices are constantly changing, can a managers to keep a more watchful eye on to as “service technicians.” These service dealership afford not to embrace change? vehicle inventory levels. Auto manufacturers technicians use digital tools as often as they have recognized this and have put into place use the tools from within their Snap On Paul Rauseo is managing director of the much more researched and refined vehicle and Mac toolboxes. The availability and George S. May International Company. allocation programs for dealers. use of digital diagnostic equipment, digital He can be contacted at maintenance manuals, and manufacturer 866.740.6054, or by e-mail at For example, manufacturers have increased online diagnostic systems to the service prauseo@autosuccessonline.com.34 www.sellingsuccessonline.com
    • STS MichaelYorksales&trainingsolution Happy New Year: Big Breakthroughs or ‘Same Old Same Old’ By now the into the same-old same-old and nothing and old, and what’s worse — it’s a THIEF. champagne and much has changed, or will, if YOU DON’T It robs you of your time, greater profits, glasses are all put away and chances are CHANGE FIRST. better ideas, recreation, family vacations good that most people who set resolutions and more, all in the name of work. have already broken them, if not forgotten Busy? them altogether. Of course you are. That’s the No. 1 reason What to do? Glad you asked. How about you? people give for why they don’t do what they Happy New Year? know they should do or what they wish they I recently sat with a savvy young entrepreneur Or Same Old YOU? could do or what they tell others they really who played professional sports for more want to do. “I’m just too busy.” than 14 seasons. I won’t reveal his name Why is it that, year after year, December here, because that’s not important to the seems to bring this reflection of times past Then here’s the cold, hard, truth my friend: story and if I told you it might distract you or how fast another year has flown by and You’re FIRED! from the real lesson (while you’re thinking the realization that you haven’t done what about how that Michael York guy is always you would have liked, or how you thought Maybe not today or tomorrow, but eventually hanging out with big-name celebs, etc.). you would be farther along, or some other the marketplace will give you the pink slip. wistful thinking? You can be an owner or worker or salesperson He told me that when he was in the NHL, he or (fill in the blank), but it is coming. worked as hard as he could go for two hours And then comes January. and was paid very well as a professional The New Year, all things new again, this Busy is BORING. Busy is a cop-out. It’s not athlete. When he started his business, he year’s gonna be different or better or the badge of honor some try to make it out was looking for the same thing. How he bigger… And then, BOOM! You’re 30 days to be. It’s an excuse that’s gotten common could work “full out” for a few hours a day and be paid by his business as a professional athlete (i.e. BIG MONEY). And that’s what he has created: a site traffic webes its nor spike SYSTEMATIC way to profit from his r ma d business whether he shows up or not. He Ou tim lr has a “bricks and mortar” business that is 5 to 2 “ managed by someone who loves doing it, is . ate very good at it, and is there during business hours, so my friend doesn’t have to be. He .” also has an online business that brings in systematic profits all hours of the day or night. > Matt Lamoureux, Acton Toyota In the meantime, he focuses on GROWING Visit us at booth 2833W at NADA 2008 and implementing new marketing or new ideas for his business. IMN Loyalty Driver™ is a turnkey e-marketing service that drives interest, sales and customer loyalty. Customized, trackable email Pretty impressive you say? Very. But of communications provide tangible results for dealerships across course it can’t work for you and what you the country. A couple of examples: do, right? Or it won’t work in your town or city because… • 15 test drives scheduled within the first hour after an IMN Loyalty Driver e-newsletter was sent. It will work if it’s really important to • 90 phone calls in a month as a direct result of one IMN you to make it work. Busy work will Loyalty Driver e-newsletter. never be compensated at the same rate as Looking for results like these? SYSTEMATIC results. Call 866.964.6397, ext. 214 or email ASGSales@imninc.com. Drive customers in…For sales, for life. Henry Ford knew it. McDonalds knows it. eBay banks on it. Trump is busier than anyone I know, but not doing BUSY WORK! He has projects and “business interests” and 866-964-6397 imnLoyaltyDriver.com36 business systems around the world that all work in his absence. www.sellingsuccessonline.com
    • What’s your system, and who is the to explain it. From Tiger Woods, to Donald areas for your NEW YEAR, e-mail me forindividual at your place thinking daily about Trump’s apprentice phenomenon, to my short list on BIG BREAKTHROUGHS.new opportunities or new ideas that you and Napoleon Hill’s “Think…and Grow Rich” Or join me for a FREE TELESEMINARyour business can capitalize on? Mastermind clue to big success. If you’re all on BIG BREAKTHROUGHS coming in alone in being inspired, being remarkable at February. For more information and toWhy not YOU? something, getting new ideas, and enjoying reserve your place on the call, go to www. life along the way, FIND A COACH OR BetterDealers.com.The short answer is that most people are MENTOR OR JOIN A MASTERMINDprisoners of “busy work” and worried about group and see what can happen as a result.lots of STUFF that consumes their time,thoughts, and energy. It’s a new year. Why not choose now for Michael York is an author and a new way to get new results that lead to a professional speaker. He can beWhat are you worried about? What’s got NEW YOU? contacted by e-mail at myork@you concerned in the marketplace today? autosuccessonline.com, or visit www.The Economy? The stock market? How to If you want some inspiring new ideas in these MichaelYork.com.get more customers or make more money?Here are four things that SHOULD haveyou concerned:1. Being UN-inspired about your life or Get more leads from yourwork. Individuals want and NEED to beinspired. How do you get yours? From website and online classifieds!watching the NEWS? That’s uplifting,right? Read, listen, write, watch someinspiring story from the movies or theHistory Channel. We all need to be stirredfrom time to time. And the top performersdo it DAILY.2. Being BORING with your message oryour marketing or your way of doing business— being just like everyone else. One of TomPeters’ rants with a live audience of CEOsproduced a provoked response from one ofhis targets who yelled out “we’re no worsethan anyone else!” Which, of course, meansyou’re no better, and that means blendingin or going unnoticed by the marketplace. If Over 2 Million Vehicleseveryone else does what you do, why do weneed YOU?3. Being Without Ideas. Self explanatory. Processed DailySame as being BORING and uninspired.Also leads to you being BORED. Could alsobe called JUST NOT THINKING. One ofmy favorite quotes, “Readers are plentiful,THINKERS are rare.” Think…and growrich!4. Being Without TIME to do the thingsthat really matter. If your day is just aseries of interruptions and distractions, tryBLOCKING TIME for important things.When you’re isolated or unreachable, seewhat you can accomplish. See our article on page 42 866.653.11555. Being Without a Coach/Mentor/Mastermind. The best and those aspiring tobecome the best ALL HAVE A COACH! Idon’t need to list all the examples here. If youcan’t come up with enough examples of the 220 Willowbrook Lane | West Chester, PA 19382best in sports, and movies, and business, and www.homenetinc.com | salesteam@homenetinc.com 37why mentors and coaches are CRITICAL,you wouldn’t get it even if someone tried the #1 sales-improvement magazine for the automotive professional
    • MS KeithLatmanmarketingsolution How to Get Your E-Mails Delivered, Part 1 Undeliverable the front line in your company, and follow What Can You Do? e-mails, e-mail up by phone or by snail mail to recapture Use an e-mail marketing service with a “bouncebacks” (or “bounces,” for short) are valuable customers and prospects. strong permission policy and an active becoming more and more of a challenge for anti-blocking team. Don’t go it alone. e-mail marketers these days. In addition to your “unsubscribe” or “edit Solid e-mail marketing companies develop interests” link in your e-mail, consider relationships with ISPs to be sure their According to a recent Association for adding a note saying, “If you plan to change customers’ permission-based e-mail gets Interactive Marketing (AIM) survey, 77 e-mail addresses, or if you prefer to receive through. A good e-mail marketing service percent of respondents had bounce rates this newsletter at another address, please e- gets more attention than you could ever get up to 10 percent, and 23 percent had rates mail us.” on your own. greater than 10 percent. Remember, it is seven times less expensive Ask your readers to help. If your e-mail Why should you be concerned? Because to market to an existing customer than it is is being blocked at a particular company customer acquisition is expensive, and to acquire a new one. The effort will be well or ISP, ask devoted customers/readers to e-mail bouncebacks could mean the loss worth your time. contact their postmaster and request to have of customers and prospects that you paid your e-mail “un-blocked.” dearly to acquire. The Use of Free E-Mail Accounts Many people who use free e-mail accounts And Then? First, lets define some terms: • Analyze your bouncebacks • A “Bounce” is where the proverbial do so as a secondary mailbox. As a result, they do not check their mailbox often. Free You should be using an e-mail rubber meets the e-mail. This happens marketing service that categorizes when a recipient’s mail server rejects e-mail accounts, and some paid accounts, can hold only a limited amount of e-mail, bouncebacks and provides detailed your e-mail message. reports that allow you to view and so many times newsletters and advertising • A “Soft Bounce” is often a temporary e-mail will bounce back as undeliverable. manage bounced e-mail addresses. problem. It happens when the mail Take the time to analyze your server confirms the recipient’s e- What Can You Do? bouncebacks and remove hard mail address, but even so, cannot You can try the same techniques as above bounces from your list. It should deliver the message. The recipient’s and, assuming you have the recipient’s also be easy to correct obvious typos mailbox may be full or inactive, permission, you could use snail mail to in your list (e.g. “.con” instead of the recipient’s mail server may be obtain their new e-mail address. Try sending “.com”). temporarily down or the connection a postcard asking them to revisit your site • Monitor your “reply to:” address may have been broken. to update their profile. The postcard should Many recipients are fearful of using include a URL leading to the “profile the unsubscribe function as it has • A “Hard Bounce” is a message that’s update” area of your site. permanently undeliverable because been used by spammers to verify an the address is non-existent or invalid, address, rather than as a legitimate Spam Filters and Blocking unsubscribe function. So, be alert to or because the recipient’s mail server ISPs and corporations are paying close is blocking your mail server. unsubscribe requests coming to your attention to incoming e-mail in the effort “reply to:” address and permanently E-Mail Address Churn to block spam, or unsolicited e-mail. Anti- remove those e-mail addresses right Why so many bounces and what can you do spam filters scan e-mail from and subject away. about them? People change ISPs, jobs and lines as well as e-mail body copy for certain e-mail addresses at random. Often you’ll be language. They can also detect mailing Finally, pay attention to e-mail address the last to know. Some e-mail address churn patterns, frequency and volume. change requests coming to your “reply to:” is normal, but the erosion of your house list address and honor those in a timely manner can make a seriously negative impact on Your legitimate, permission-based e-mail as well. your bottom line. could be bounced back to you by a spam Keith Latman is the chief executive office filter, or your mail server might be flagged at iMagicLab. He can be contacted at What Can You Do? as a potential spam source. In either case, 866.657.4445, or by e-mail at Check with sales, support or someone on your messages won’t make it through. klatman@autosuccessonline.com.38www.sellingsuccessonline.com
    • STS DebbieAllen sales&trainingsolution Promote Yourself Effectively and Create More Opportunities Self-promotion, Did they promote your self-esteem to when done believe that you could do anything you set effectively, can be one of your best your mind to? Were they risk-takers, or were marketing tools to promote your they conservative? business. It’s EASY to successfully promote yourself, once you learn the We usually hate to admit it, but we are all science and the art behind effective creatures of habit, especially when habits self-promotion. In fact, when you promote have been programmed into our brains since yourself over and over again, you will begin childhood. to enjoy it more, and it will reward you many times over with increased business Some people are so conditioned against self- opportunities. promotion they are closed minded about it; no matter how much it might benefit After writing my book Confessions them. Now, I don’t expect you to change of Shameless Self Promoters, I started your belief over night, but you can start by speaking on the topic of self-promotion opening your mind to believing differently and what I discovered from my audiences about self-promotion from this day forward. was shocking. I learned that an average of 87 percent of the hundreds of sales Why believe differently? Because you can’t professionals I’ve presented in front of did be truly successful if you aren’t willing to NOT feel comfortable promoting themselves let people know that you, your services and and avoided it MOST of the time. your company exist? If you aren’t willing to promote your expertise, knowledge and In the automotive industry you understand service, others will quickly pass you by. that if you don’t promote and market you can’t be successful. Right? No matter how Five Ways to Effectively great your service is or what amazing value Promote YOU you offer your clients, if prospects don’t 1. Join a Toastmasters club and learn how to know about you, you’re not going to win the hone your professional speaking skills. opportunity to do business with them. 2. Get out more. Attend a couple of new networking clubs to meet more people. Therefore, if you don’t promote yourself, 3. Build stronger business alliances with it goes against the grain of all sales and complimentary companies and promote one marketing success. Right? another. 4. Contact the media in your area and share But why do so many sales professionals still your expertise on the radio or local TV feel so uncomfortable with self-promotion? station. Because, much of what they believe to be 5. Write articles for online and offline true about self-promotion comes from past publications to promote your expertise and programming that dates all the way back to your Web site. their childhood, just like most people. When you grew up, you may have heard comments The world is not going to beat a path to your like, “It’s not polite to talk about yourself. It door unless you pave the way. And resenting will come across as pushy or rude.” self-promotion is one of the greatest obstacles to success. So get out there and Too many of us have 10, 20, 30 or more start promoting yourself today. years of negative and/or limited beliefs rattling around in our heads about the concept of self-promotion. These limiting and negative beliefs have been programmed into our subconscious minds for years. Debbie Allen is an author and What were your parents, teachers or professional speaker. She can be guardians like when you were growing up? contacted at 866.467.4104, or by e-mail40 Did they believe in promoting themselves? at dallen@autosuccessonline.com.www.sellingsuccessonline.com
    • LS Caring in JesseBiterleadershipsolution the Workplace Faith has always a unique set of challenges that can wreak vanish because you are sitting at a conference been an integral part havoc on your top line and your bottom line. table instead of your kitchen table. Since most of the American way of life. Unfortunately, people spend the bulk of their waking hours our society has grown more secular over the In today’s fast-paced information age, personal on the job, it makes practical business sense years and there is a growing contingent of and emotional issues are taking a back seat to care for the personal needs of employees in the population in which faith is no longer a to meetings, deadlines and hectic business the workplace. One way to care for your top priority. This trend creates a void which yields agendas. This emotional baggage does not line is through a corporate chaplain program. “The LORD gives strength to His people; the LORD blesses His people with peace.” Psalm 29:11 Chaplain ranks continue to grow as studies show that approximately 15 percent of the workforce is likely to be faced with personal problems that can significantly hinder job performance. This includes marital or family problems, substance abuse, job stress, financial or legal woes, bereavement and many other difficulties. Most managers are ill- equipped to help employees who are troubled by such deeply personal issues. As a result, productivity can suffer and the employee may be faced with yet another crisis — job loss. Chaplains are trained professionals committed to reducing employee stress, helping employees deal with family issues, easing conflict in the workplace, and focus on helping enrich the lives of employees so they don’t have to face difficult times alone. Chaplains can be instrumental in dealing with personnel issues, which can be useful to HR managers, executives and business owners. Chaplain programs are rooted in Christian principles but are typically non- denominational. The chaplain will informally meet with employees on a regular basis. There is never a requirement to talk and no subject is off limits. Matters of faith are only engaged when an employee requests to move in that direction. All conversations are held in the strictest confidence and chaplains are oftentimes available to help employees around the clock. “‘Love your neighbor as yourself.’There is no commandment greater than these.” Mark 12:31 Though not quite as commonplace as medical and retirement plans, the corporate chaplain program is an increasingly popular employee benefit. Employees will continue to bring their problems to work. Caring employers now have a means in which to help. Jesse Biter is the president and CEO of HomeNet, Inc. He can be contacted at42 866.239.4049, or by e-mail at jbiter@autosuccessonline.com.www.sellingsuccessonline.com
    • MS New Beginnings MichaelNealymarketingsolution in 2008 2007 was the Year of One last word on New Beginnings: Most immediately. 2008 will be great for those who Perfecting — getting beginnings are useless if there is not follow- embrace New Beginnings. Are you ready? your dealerships in order and making through. Don’t make the mistake of driving sure all your systems were running well lots of traffic through your Web site and then Michael Nealy is the president at Big Ideas and profitable. 2008 is the Year of New not have your sales team connect with these Direct. He can be contacted at Beginnings. What will you begin in 2008 customers. Put an accountability system 866.492.9373, or by e-mail at that will pay dividends for the next seven in place to insure all leads are contacted mnealy@autosuccessonline.com. years? What is your strategy to let all of your customers know what they can expect from your dealerships in 2008? In today’s tight market, it is more important than ever to make your dealership “stand out” and get qualified buyers in the door. All dealerships — domestic and import — will be aggressively pursuing a smaller group of buyers. In 2008, make a resolution to become extraordinary through online advertising and cross media campaigns. One of your “New Beginnings” must be your Web site. Cookie cutter dealership Web sites don’t grab the attention of prospective buyers. Spice it up. Create a new look and feel for your online customers. Place banner ads, invest in Google AdWords, add Real Video Spokespeople — use the latest tools of the Internet to increase your dealership presence on the Web and bring potential clients back to your site. Remember, too, that all of your traditional media must include your online address. First, engage consumers with real video spokespeople to pitch why your dealership is the best. Utilizing online spokespeople establishes a personal connection between you and the buyer. Video spokespeople increase the time spent on your Web site and increases the monthly number of hits. You only have 7 to 10 seconds to capture a prospects attention — make sure your message is dynamic, compelling and delivered by your choice of spokesperson. Secondly, make sure your message includes a Call to Action. The average person decides in less than 10 seconds if they like your Web site and are going to give you the information you are requesting. In 10 seconds, you can captivate your audience and direct them to online financing applications and your inventory. You can also show them a Web site that never changes or looks just like your competitor’s site. We know more than 40 percent of potential customers search online before setting foot in a dealership; 43 will the prospect find what they need on your site? the #1 sales-improvement magazine for the automotive professional
    • STS Your Biggest DavidThomassales&trainingsolution After buying an under- Opportunity and wanted to make money. Money is not make money.” Being great at what you do performing store everything, but it sure helps to give you and pays better and, more importantly, gives you in West Texas, my financial partner asked your family a more comfortable lifestyle. a better attitude about life and family. me what had been my biggest challenge. I quickly said, “Complacency.” When he Consider the following when you are looking If you are “existing” in a complacent asked me about my biggest opportunity, I to hire a motivated team: environment, make a shift to raise the bar. said, “Complacency.” • Do they need to make money to support Whether you are a sales person or an owner, a family or lifestyle? step up to the next level, and get the fire After closing on the dealership, I realized that • Do they really want to make money started. I was in a fairly complacent environment. If and have the burning desire to improve someone sold five or six cars per month, they their standard of living? Post the following motivations on your were happy. They made enough to pay the • Do they walk fast? (If they move slow, refrigerator door: rent, car payment and cable. Where I came they sell slow.) • Sell five more this month. from, six deals per month would barely cover • Are they enjoyable to be around? • Prospect every morning. half of my expenses. I had to sell 15 to 20 • Would you invite them to your home? • Ask for referrals. vehicles each month to enjoy a nice standard • Let everyone know what you do. of living and sack some savings away. My After we had established our team of • Know your product. biggest challenge was to seek and hire great motivated individuals that wanted to prospect sales associates who weren’t satisfied with and wanted to reach new heights, our attitudes only six deals a month. I needed associates and profits naturally went up. We now have a David Thomas is the owner of Subaru that had to make more money and, more huge edge over our complacent competition of Dallas. He can be contacted at importantly, wanted to. It took seven that still hires five-car-a-month performers. 866.429.6803, or by e-mail at months, but I finally had a team that needed I want to hire someone that says, “I need to dthomas@autosuccessonline.com. “YOUR SHOWROOM FLOOR IS ABOUT SALES—NOT DATA ENTRY.” A CRM DESK TOOL THAT WILL REVOLUTIONIZE THE AUTO INDUSTRY. PROVIDENCE, RI, In the 1980s and 1990s I developed my own desktop It is what separates Auto RaptorTM from the rest.” How- NOVEMBER 26, 2007 programs to calculate lease payments and track custom- ard Leavitt hopes that dealers who are about to purchase – Finally the introduction er’s information. These simple programs evolved into an expensive CRM system from a DMS provider will of an automotive sales today’s Auto RaptorTM product. It is a web-based sales stop and think of the consequences. follow-up tool, designed solution that combines the best of customer follow-up by a car-guy with other with the deal finance numbers included.” “Traditional CRM’s from the DMS heavyweights are car-people in mind. It is the designed to collect data—not to sell cars,” said Leavitt. CRM system that is simple, Howard Leavitt indicates that most every automotive “Your showroom floor is about sales—not data entry.” inexpensive and intuitive. executive realizes the need for some kind of sales fol- Auto RaptorTM understands your business. It is the sales low-up system to stay in touch with their present cus- tool that actually ‘gets it.’ Auto RaptorTM is a revolutionary, new CRM-financial tomers and to systematically track new prospects. They web-based sales solution developed exclusively for the know their competition does it; they know the manufac- By using today’s technology, Auto RaptorTM allows automotive industry. It is designed for the end user and turers are requiring it. “CRM” is the buzzword and ev- the dealer to increase the speed and accuracy of quotes created for one reason . . . to boost sales ery automotive magazine and every consultant will sing and store the calculation along with customer data. the praises of systems that end up being over the top in Quick retrieval of a customers quote, with strong follow For over 40 years Howard Leavitt has established a rep- price and hype and too complex for managers actually up, will increase a dealer’s closing. Auto RaptorTM, is the utation as one of the brightest and most accomplished to expect their sales staff to master. The run-of-the-mill easier, more accurate way to seal the deal, faster. Not retail managers on the U.S. automotive scene. Now, CRM systems become that piece of exercise equipment only will it collect data, it lets a dealer load rate residuals Leavitt has leveraged his automotive expertise, along transformed into a coat rack. Good intentions, wasted and inventory. They can calculate cash, loan, and leas- with his computer wizardry, into personally designing time and money, and no results. Auto RaptorTM changes ing information within the CRM application. No other and developing Auto RaptorTM. It is the perfect show- all that. product does that. room tool that eclipses the clumsy, complex, and micro- nightmarish CRM systems with which car dealerships “My innovative product transforms CRM from a cli- Auto RaptorTM is the cost-effective program for dealers are universally struggling. Dealers had been paying ché to a reality, it combines follow-up with finance, looking for faster desk time on all their deals. It will help thousands of dollars for CRM systems that are long on and it offers a common sense solution to an age-old a dealer desk the deal faster. wishful thinking but short on results. Not any longer. problem,” said Leavitt. “We all know the wisdom of marketing to the customers you know rather than Dealers can find out more information by contacting Leavitt, who runs multiple stores in the New England throwing advertising dollars against the wall and Howard Leavitt • howard@autoraptor.com region stated: “For the last 25 years I have been frustrat- hoping something sticks. Auto RaptorTM closes the 1-866-662-0167 1-800-421-653344 ed by the sales solutions that the DMS systems provide. gap between that passive strategy & proactive results. They can also visit the website at www.autoraptor.comwww.sellingsuccessonline.com
    • 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 three of Call 888 2 Tewart (888 283-9278) /every 10 of those deals to be buyable. 513 932-9526 to get a FREE, No HassleWhat would that do to your sales, gross Presentationprofit and 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 10 dealsthat’s an extra $43,000 Gross profit! P.S. Remember, I am guaranteeing in writ-• Deliver more new and used vehicles ing three out of every 10Bonus! Call and schedule your 15 minute, Free, no obligation presentation for your dealership by February 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 23
    • STS KarenUriartesales&trainingsolution Women Rock As a woman working in the car business, check out their program. Their Web site also provides shopping tips for women and other a vehicle to a female customer, be sure to ask for the names, e-mails, and phone numbers I’d like to paraphrase Charles Dickens from services, too. of her friends. Then give her a week or two his “A Tale of Two Cities” that “these are the to contact her friends to let them know about best of times; these are the worst of times.” CarTango.com is a site that touts its female- her purchase and give them a heads up that friendly program. At this point the design, you will be contacting them to introduce It is the best of times because women in colors and icons are cute and there is the yourself and offer your services when they America are empowered like they have dancing/tango metaphors, but as time are ready to buy. Remember to be polite, never been before. They control most of goes on I am sure they will build more helpful and consultative. Do not go for the the purchasing power in this country, are an functionality to appeal to women buyers close on these calls or e-mails. economic force in the workplace and, for and dealer participants. the first time in history, we have a viable We all know about MySpace.com and candidate for President of the United States. At the very least you should make a point Facebook.com as the “big dogs” of social It is the worst of times, as most dealers still to have a section of your Web site that has networking, but I view these sites as a great do not understand the value of female sales a “Ladies Only” or “Women Shoppers” place for teens and college kids to surf. personnel in their stores and many men button. Take a look at these two Web sites: They offer minimal business opportunities selling cars lack the sales skills, attitude and • www.duvalhonda.com and are not designed for promoting yourself focus to build a relationship of mutual trust • www.nelsonmazdaok.com or prospecting for customers. with their women customers. Both of those sites have links off of the home I have been watching the development of If you doubt my words or the power that page and back page content solely focused a new site called CarFolks.com, which women yield, then try this simple test: Ask for the female shopper / buyer. I suggest that is being built as a community whose a married male associate if they would ever you let people know the following: primary purpose is to help sales personnel buy a sofa, dining or bedroom set of furniture • Your dealership is cognizant of the and dealerships build relationships with without the involvement and/or approval of fact that women are important consumers (prospects). This is a fantastic their wives. I can assure you the majority will • You respect and value their business concept. Many dealers I speak with are tell you there would be dire consequences if • You are dedicated to doing business frustrated that online sales has come to mean they ever made that purchase without their the way they want just posting your inventory at a low price on spouse’s input. Then ask those same men if • That you have women employees… the Web. When you start the conversation they have ever empowered their wives to sales, service, management etc… with “price, price, price,” it makes it difficult make those purchases without their input? to talk about other things. CarFolks.com will Utilize technology to assist you. Last month’s Hmmm. Starting to see a pattern. be offering sales people a free page on the Internet Sales 20 Group column by Sean V. site to promote themselves. They can talk Now let’s turn to cars, vans and trucks. Bradley highlighted a great product called about their experience in the industry, their The exact numbers vary, but most sources Flip Video Camera. With this camera you background, ties to the community, their indicate that women directly or indirectly can easily take a lot of video, and, with its families, or whatever they believe might influence over 75 percent of vehicle integrated YouTube software, have it live on be important to a prospect. Then the sales purchases. In many cases, they have total online in minutes. Try to imagine how much people invite their customers to come to the authority to buy the vehicle on their own. more powerful your Web site would be if site and rate them. Each dealership and/or In the rest of the transactions they might not you had video testimonials of happy female sales person can be rated by the public for have full authority to say “yes,” but they do shoppers/buyers. Or, take the examples I the world to see. Consumers coming to the have the authority to say “no.” When you gave in this article of Duval Honda or Nelson site after launch can search for a salesperson are working with couples in the showroom, Mazda: They are doing a great job, but try to and a dealership, not for inventory. you will rarely go wrong in assuming the imagine on their “Ladies Only” back pages woman will be the final decision maker. if there was video biographies — that would I invite your dealership to develop an audit This doesn’t mean ignore the husband or make an already-powerful back page even of your processes as it relates to selling to boyfriend, but pay close attention to tone, more powerful. Once you have created these women. See what your real attitude is in body language and questions asked by the videos and they are on YouTube, you can cut the dealership towards this powerful market female prospects. Be sure to make eye the URL of that video and paste it into your segment. contact with the woman while you are e-mail templates. You can now utilize video talking with the couple. e-mail capabilities, custom video responses, If you have any questions or you would video auto-responders, video bios, video like some help in trying to create a female- The good news is there are resources to help testimonials, video “why us,” etc.… friendly environment at your dealership, dealers and sales people focus on serving please feel free to call me. their female clients. AskPatty.com is a Web Dealerships and sales personnel should also site that works with dealerships to help train explore social networking sites that women Karen Uriarte is the vice president and certify them for working with women. frequent. Most women look to their friends, of business development for Dealer The services are extensive and there is a co-workers and family for advice about Synergy. She can be contacted at buying cars, so word of mouth is a very 866.698.8719, or by e-mail at46 significant expenditure up front, but if you are serious about the market you should important. After you have successfully sold kuriarte@autosuccessonline.com. www.sellingsuccessonline.com
    • MS RalphPagliamarketingsolution Dealer Web Sites - One Is Not Enough I would like to execution improvements contributed to compel the sales representative to sign us up start this article by about 30 percent of the sales increases, for the minimum GM Web site package. proposing that the Internet be considered but marketing efficiency improvements as an environment, rather than a generated far more sales increases than our Despite the fact that we never had any communications and advertising medium. improved processes did. desire or intent of buying a Web site from Think of it this way: If you advertise on the this provider, the site averaged about 20 radio, then people have to listen to a radio Along the way, we have learned that having leads each month and approximately 2 to station to hear your spot. If you advertise a single dealership Web site is the equivalent 3 sales from those leads. This is certainly on TV, then prospects must be watching of having a single outdoor billboard and nothing to brag about for a large Chevy TV in order for your dealership to receive calling it a “campaign.” One dealership dealership, but from a financial perspective, an opportunity. This marketing conundrum Web site is simply not adequate enough to it does boil down to an average lead cost situation is the same for newspapers, support a true online marketing campaign. of less than $20 each and an average cost magazines and outdoor. With the Internet, While growing into this highly effective per vehicle retailed (PVR) of less than we now have a place where over 75 percent lead generation “monster,” most of us did $200 each. Granted, the volume is nothing of car buyers spend far too many hours of not intend to create a strategy that included to write home about, but the concept of their time. A place where over 65 percent of a wide array of various Web sites, micro- having more than one Web site intrigued us new car buyers go to look for information sites and landing pages. It just became so from a cost-effectiveness perspective. This that helps them decide what vehicle to buy, apparent that multiple Web sites were more successful Chevy store, along with other and where to get it. efficient and cost effective at producing top-performing dealers, are capitalizing on large volumes of high-quality exclusive the increased results of launching multiple Through my experiences in the automotive leads than is possible with a single Web site. Web sites and micro sites, each focused on industry, I have worked for a very In some ways, this effect reminds me of specific topics and customer segments. This progressive old-school family-owned using a multiple-choice closing technique. strategy of developing a portfolio of online dealership that asked me to maximize their It is always more effective to ask, “Which properties has proven to be much more cost Internet-sourced sales opportunities. We one of these terms and payments better fit effective in selling cars than if those same experienced marked increases in Internet- into your budget?” than it is to show a single dollars were redirected into buying leads or generated leads as we implemented more monthly payment to a car buyer and say any other form of advertising. and more Web-based properties. Within “take it, or leave it.” Let me share with you 16 months time, our Internet-based sales an experience that illustrates how effective The bottom line is that creating and opportunities originating from Web sites multiple Web sites can be from a purely launching multiple Web sites targeted to controlled by the dealership had increased financial perspective. specific customer segments, multiple micro by 400 percent. All this activity was driven sites that are hyper focused on specific by a single-point Chevrolet dealership. With a long-standing and successful models or parts of the buying process, and relationship with our CRM provider in landing pages are all designed to achieve We worked diligently to improve both place, we were approached by another the highest conversion rates from clicks to our Business Development Center (BDC) Web site provider that told us we “had to phone calls and leads. All of them are a far and Internet Sales Teams so that the store purchase” a GM-approved Web site from more effective use of marketing dollars than could better capitalize on the Internet sales them if we wanted to be a GM-Certified that same old full-page ad in a newspaper, opportunities being generated. Before long, Internet Dealer. It turns out that if we wanted direct mail campaign or series of radio the eBusiness Department hit their all-time a direct hyperlink from the dealer search spots. Who’s going to figure it out first: You peak with regard to appointments set by results within the Chevrolet.com Web site or the dealer down the road? the BDC and sales results with more than to a dealership Web site, then that site had 400 new and used vehicles sold by the to be from a specific provider in order for Internet Sales Teams. Shortly thereafter, we GM to provide a link from either the GM or Ralph Paglia is the director of digital increased the store’s Internet sales by more Chevrolet Web sites. When we asked about marketing at ADP Dealer Services. He than 200 percent while increasing Interactive the cost, we got a range of answers, but can be contacted at 866.883.9250, or by marketing expenses by 40 percent. Process ended up leveraging our contacts at GM to e-mail at rpaglia@autosuccessonline.com.48 www.sellingsuccessonline.com
    • ay 0 aw 0 h S ot 7 85 !(B A ive ,0 Bo 1 ) D G 0 Stop the Lost-Opportunity $5 To t h ta d o yo in o eh B Leaks in Your Dealership NA Lost Leads Untracked Phone Calls Poor Communication Unlogged Showroom Traffic Lack of Accountability Stop the leaks with CRM Done Right. ™ Call today for a FREE in-store consultation customer relationship management 1.888.695.4278 sales@highergear.com www.highergear.com Platinum Sponsor