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AutoSuccess Jul07

AutoSuccess Jul07



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 Jul07 AutoSuccess Jul07 Document Transcript

    • Check Us Out Online at www.sellingsuccessonline.com Volume 6 • Issue 2
    • NEED AN EVENT THAT PAYS? The Hottest Do-it- Yourself SALES EVENTS IN THE NATION OUR DEALERS AVERAGE 410% MORE UPS WITH OUR EVENTSTHAN LEADING SALES. NO TEAMS, NO COMMISSIONS, JUST TRAFFIC!!IN JUNE 2007, THE AVERAGE RESPONSE PER EVENT WAS 519 UPS AND HOT LEADSPOWERFUL EVENTS • REAL BIG RESULTS • REALLY INEXPENSIVE Plus, we include everything for you... Direct Mailer or Parcel • Video Sales Event Website • Balloons • Mirror TagsRegistration Cards • Incentives • Grand Prize Insurance • BDC Scripts and more! CALL FOR A FREE MARKET REPORT. The Driving Force Behind EVENT SPECIALISTS ARE STANDING BY Automotive Advertising www.tkevents.com 866-665-5504 Copyright © 2007 Turn-Key Events and it’s licensors.
    • June 2007 orked with theThe Sisb arro Dealerships have w staffed-salesWolfington Group for two years. The are consistentthey have conducted for my stores fington’s winners. From prep aration to execution, Wol unique and the people ar e pros. Their product is any more results are profitable. We look forward to m the future. sales with Wolfington in Louis F Sisbarro President The Sisbarro Dealerships ew Mexico Las Cruces & Deming NThe Wolfington Group can be reached toll free 1-800-958-0595
    • INTRODUCING… …the BEST premium of the year! Increase your sales today! Thousands of Satisfied Clients! Steve Charlton, City Ford Your incentive programs are low maintenance. Any customer issues we have had over the years of buying your incentives have been dealt with in a timely and professional manor— that’s one of the many reasons we are on our 19th incentive V ation C ac re-order with Travel America. When we run your incentives, elebration we sell 20 – 30% more cars on a monthly basis. Your ti on incentives have helped make me the #1 Ford dealership in n Celebra V catio the country! a your choice of one of  luxur a caribbean y vacations inclu ding or a vacation cruise, las vegas getaway, of a lifetime in cancun, mexic o Gord Pidde, Clarkedale Motors As a Dealer Principle, I have guided 4 separate car dealerships to sell record numbers of both new and used s including V ca a t ion C y vacation vehicles. One of the effective tools I have used over the of  luxur vegas getaway, elebr e of one o at your choic ribbean cruise, las in cancun, mexic ion a ca or a vacati on of a lifetime years to generate buyer traffic is running travel incentive promotions offered by Travel America. They also offered me your choice a ca of on e of the right travel incentive for the season I was selling cars. or a va ribbean cr  luxury catio uise, la vacatio CHOICE IS n of s ve ns in T H E U L TaIlifetime in gas getawa cluding M AT E Lcanc U X U R Y y, un, me xico Cam Geddes, Millennium Ford Every time we gave away trips, we had a sharp increase in sales. That’s why we’re on our 12th re-order with Travel America. We will continue to use your customer sought after travel incentives in the future. XUR Y Garrett Willoughby, Whitby Mazda M AT E L U CHO E U LT I ICE Travel America have the finest quality incentive offerings, E IS TH IS T HE CHOIC U LT I M AT E LU XU RY their attention to detail is second to none. Their unique point- of-sales materials have made a big difference in generating more traffic and vehicle purchases. The be-back cards have been a highly effective tool for our sales representatives toVacation Celebration–Diamond Getaway Package secure more car sales. Your choice of one of 3 luxury vacations including a Matthew Page-Hanify, Shaw GMCCaribbean Cruise, Las Vegas Getaway, or a vacation of a Travel America’s travel incentives are the most effective lifetime in Cancun, Mexico! closing tools our sales representatives have ever used. We have ordered from Travel America 12 times in the last two years and have current plans to buy a higher quantity of their incentives in the near future to help us close even more car deals. We make one simple call to our representative with the required number of incentives and our order is to us within 1 – 2 days. 159 Brent Preuss, Acura of Lynnwood $ 00 Travel America has been a tremendous addition to our sales campaigns. We used the Platinum Passport program as an incentive to our car sales. When we first launched the campaign, we noticed a $215,000 difference in our profit over the same time period from the previous year. We liked it so much that we purchased more for this year and plan to use Travel America in the future! Dealer Benefits www.travelamerica.com •Increase sales by 30% •Increased ad response Call today for your free information package •Generate Excitement •User friendly 1 866 443 9874 •Exclusive Territories
    • It’s Not What You Say... 8 TomHopkins Consulting vs. Selling 10 BrianTracyon the cover Digital Marketing - The Not So New Frontier 11 TeresaBordenet Order Up Some Quality Customers Third-Party Providers Serve Tasty Leads to Your Dealership 12 MarkKanter You’re Fired Firing Your Worst Clients 14 RalphR.Roberts Hi, I’m Pushy and Obnoxious...Wanna Buy Something 16 MichaelYork A Visit From the CEO 18 JesseBiter Making the Most of Your Media Interview, Part 4 Tips and Checklist for Radio and Webcast Interviews 19 PattiWood Who Would You Tell if Caught in a Compromising Situation 20 DeniseRichardson Increase by 600 Percent Focus on Fundamentals Gives Castrucci Ford a Huge Boost 24 PatrickLuck From Gorilla Marketing to Guerrilla Marketing: Get Your New-Car Inventory Online 26 ScottPainter Control Clinches the Sale 27 DavidJacobson When Your Callers are on Hold, Your Business Doesn’t Have to Be 28 AmyClark My Country ‘Tis of Thee 30 SeanWolfington ‘I Don’t Want to Consider That Car...It Has Too Many Miles’ 31 JeffMorrill Measure Success at Every Step 34 PaulLong Integrated Search Marketing Funnels Additional 174 Units 35 RalphPaglia Presentation is Everything 36 DavidThomas How to Boost Your Sales Confidence 37 DebbieAllen How to Hire, Train and Develop 20 Car-A-Month Salespeople, Part 3 38 BobCarmack Maximize Your Lead ROI 40 SeanV.Bradley Seven Steps to Success Making Sure Your People Succeed 41 RichardF.Libin Swim With a Dolphin 42 MarkTewart helping to promote... God is the source of all supplyProverbs 12:24 - Work hard and become a leader; be lazy and never succeed.Patrick Luck, Editor & Publisher Susan Givens, Vice President Thomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Lead Generating Information God is the source of all supplyluck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com design@sellingsuccessonline.com ddavis@sellingsuccessonline.com sales@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 $75 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. Alwaysconfer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess.AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes toAutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
    • sts fos ls ms sf fis TomHopkins sales and training solution It’s Not What You Say... It’s not what you say, so for a total amount of only $27,950.” 4. Deal but how you say it This one is a pet peeve of mine. What have that counts, right? I’m 2. Monthly Payment we all been looking and hoping for all of our certain you’ve heard I already have too many of these. How lives but never found? A good deal. “Deal” that cliché hundreds of about you? This phrase brings to mind brings to mind the stereotypical, slap you times. sitting down at my desk and writing out a on the back and squeeze your hand too hard whole bunch of checks. Use the phrase salesperson of old. Don’t use it. Change thatIn business, what you say is just as important “Monthly Investment” or “Monthly image in your mind and theirs to opportunity.as how you say it. In selling vehicles, you Amount” for the same reason listed above.must learn to paint mental pictures in the “Sally, after we cover all the featuresminds of your potential clients. Those pictures “Pam, based on the total amount for your you’ve mentioned you’re seeking in a newshow them being happier, sexier, better new car, your monthly investment will only car, I think you’ll see that it’s an excellentlooking, economically- or environmentally- be $390.” opportunity for you.”minded, studly or well-to-do because oftheir ownership of one of your vehicles. 5. SignYou must strike each person’s buying nerve Nearly every transaction in the world todayin a positive way by paying attention to the Think about involves having the person making thepictures your words are creating. buying decision “sign” a piece of paper that everything you obligates them to give up some of their hard-While most of what you say is specific tothe particular vehicles you represent, there say and what earned money for something else. Whether people realize it consciously or not, there’sare many words that are commonly usedin selling situations that you need to pay kind of picture it a certain level of mental cringing that goes on when that happens. Old-time salespeopleattention to. Some bring about positive brings to mind. used to tell you to “sign on the dotted line.”images. Others don’t. Here are a few to getyou started on the road to more closed sales. In selling it’s all Having your signature on a sales document is a legal and binding promise. And, where do1. Cost or Price the little things you go to get out of one should you change your mind? In some cases, you have to go toWhen you hear how much something costs, that add up to court. So don’t ask anyone to sign a contract,or what the price is, what comes to mind? For charge slip or purchase agreement. Ask themme, it’s a picture of money leaving my wallet. the closed sale. to OK, Endorse, Authorize or Approve theSince money represents security for me (and paperwork. They know “paperwork” meansmost other people), that picture can cause “contract” just as they know “approve”some mental anguish unless it’s overwhelmed 3. Sell or Sold means “sign.” It’s just the mental picture of aby the beauty and joy of the vehicle I’m For some people these terms bring to mind more pleasant experience that matters.tempted to own. So, until you reach the point a picture of something being “pushedwhere I’m highly motivated to own it, you on” someone. “We’ve sold 20 of these This is just the beginning. Think aboutneed to avoid use of those terms. Instead, use in the last two weeks,” can come across everything you say and what kind of picturethe terms Total Investment or Total Amount. as high pressure sales. Use these phrases it brings to mind. In selling it’s all the little instead, “Get them involved” or, “Helped things that add up to the closed sale. You’reThose two terms create different pictures than them acquire.” Getting someone involved closing all the time by what you say and the“cost” or “price,” don’t they? An investment, with your vehicles sounds more like they mental picture of ownership that you paint.in most people’s minds, generates a return participated rather than that they were aof some sort — even if it’s just a sense of recipient of something they might not haveconfidence in owning a reliable vehicle. An wanted. Helping someone acquire something“amount” is less threatening than a “cost.” sounds more like you’re serving their need. World-renowned master sales trainer Tom Hopkins is the chairman of Tom Hopkins“Jim, I can see you’re excited about “We have been fortunate to help many young International. He can be contacted atowning a brand new mini-van for your families in the community, like yours, acquire 866.347.6148, or by e-mail atfamily’s next vacation and you can do new minivans as their lives get busier.” thopkins@autosuccessonline.com. 8 www.sellingsuccessonline.com
    • sts fos ls ms sf fis BrianTracy sales and training solution Consulting vs. Selling One particular self- must be experts; they must be authorities competitors by being more concerned with image possessed in their field. They know their products and helping their prospects than with selling by high-achieving services from one end to the other. They their products and services. Their customers salespeople is that invest many hours familiarizing themselves often feel that they care more about them they see themselves as with every single detail of what they sell, and than about making a sale. And it’s true.consultants rather than as salespeople. They of what their competitors sell, as well. Theysee themselves as problem solvers with their know the strengths and weaknesses, the Now, here are two things you can doproducts or services, rather than as vendors. advantages and shortcomings, the features immediately to put these ideas into action.They do not approach their customers, hat and benefits of what they are offering. Theyin hand, hoping for a sale. They approach have excellent product knowledge, which First, see yourself as a problem-solver ratherhopeful clients with the attitude that they their customers can sense, giving both their than as a salesperson. Take sufficient timeare consultants calling on the prospect to customers and themselves greater confidence to understand the prospect’s real need beforehelp him or her solve a problem or achieve throughout the sales conversation. you start selling.a goal. Top salespeople, positioned as consultants, Second, think of ways to tailor your productSeeing themselves as consultants, they ask make themselves resources for their clients. or service to your customer’s needs soquestions carefully and listen intently. They They carry themselves as advisors, mentors that he/she sees what you sell as the idealfocus all of their energies on understanding and friends. They become emotionally solution for him/her.the customer’s situation so that they can involved in their transactions and aremake intelligent recommendations based on generally concerned that their product or Brian Tracy is the chairman and CEOwhat the customer really wants and needs. service be the ideal solution to the needs of Brian Tracy International. He can be of the prospects they are dealing with. contacted at 866.300.9881, or by e-mail atAs consultants, they recognize that they They differentiate themselves from their btracy@autosuccessonline.com. 10 www.sellingsuccessonline.com
    • sts fos ls ms sf fis TeresaBordenet Digital Marketing - marketing solution The Not So New Frontier We have all heard about and they’ll make sure you are covered in when a marketer combines multiple channels digital marketing, and terms of meeting said regulations. in the message campaigns.” it’s reaching a frenzy point with YouTube, So check out Wikipedia (www.wikipedia.org) MySpace, interactive and look up “digital marketing and multi- Teresa Bordenet is the vice president of Web sites, and the channel communications.” As the site states, strategic initiatives at MarketView 360. Shedaily feed of news and gossip from instant by using a multi-channel approach with your can be contacted at 866.452.7022, or by e-messenger and RSS feeds. digital marketing, it is “much more successful mail at tbordenet@autosuccessonline.com.The thing is, we aren’t as ahead of thecurve as we’d like to think. Go to our Asiancounterparts and you’ll see a scene right outof “Minority Report” — walk by a Gap andyou might get a text message offering 10percent off right then and there.The goal of digital marketing is to be ableto promote your products and services usingonline distribution channels to reach yourconsumers in a timely, relevant, personal andcost-effective way.So if you are doing your homework, youhave seen the statistics. Newspaper spendinghas gone down by half in some markets andindustries while the Internet continues togrow year after year.So how are you staying ahead of the curve?Digital marketing has many components.Examples would be mobile phones (SMS ortext messaging), e-mail, RSS, podcasting,voice broadcasting, Web sites, banner ads,and the list goes on. Within this, there aretwo types of digital marketing: the “push”and the “pull.”A good example of a pull is when a user hasto go and get the information, so that wouldbe your Web site or a blog. The good news isthat the user can pick and choose what theywant. The bad news for you is that it’s hardto personalize the messaging.For a push form of digital marketing,examples are e-mail and SMS, and this is ahuge benefit to those of us that are trying tomanage our customer’s lifecycle because wecan make the messaging targeted and relevantto the recipient. Plus, we get detailed trackingand reporting, so we can easily make changesto our content. Something to watch out for?Getting blocked. Because of regulations setforth by each push message type, content canbe rejected or refused before it even gets tothe recipient.That’s where a partner that is knowledgeableabout the digital marketing space comes inhandy. They’ll ensure that your messagingmeets criteria to get past or through blockers,the #1 sales-improvement magazine for the automotive professional 11
    • fs feature solution MarkKanter Order Up Some Third-Party Providers Serve Quality Customers Tasty Leads to Your DealershipDealers first had the chance to buy third- hundreds, and it takes more than 10 fingers “freshness” — the time from “It’s actually kind of amazing that dealersparty Internet automotive leads a little over to count the big names. submission by the customer to the aren’t abandoning traditional advertising at a10 years ago. Back then, anyone selling such receipt in your inbox can often be faster rate,” said Kanter. “It’s getting harderleads faced a skeptical and inexperienced Many of the car buyers who use these sites measured in seconds, not minutes. and harder to justify in terms of cost. It’saudience. But the case to be made for buying will never submit their lead directly to a true, some dealers use TV, radio and printthird-party leads was largely the same then as dealership. This means that, for dealers Finally, remember that “quality” ensured effectively to establish their brand and achieveit is today: lower costs per sale, measurable that don’t invest in third-party leads, these by a respected lead aggregator means more a certain level of visibility, and there’s a place om- of bottgthROI and a variety of other advantages over customers will remain completely off the than timely delivery and a legitimate phone for that. But, compared to online alternatives,traditional advertising. radar screen. For those that do invest in number and e-mail address. Good third-party including third-party leads, these media are ..thestren y leads: third-party leads, these customers represent leads represent consumers who are ready to no longer effective ways to generate leadsWhat’s changed is that, a decade ago, theseclaims had yet to be vigorously tested. Today, valuable incremental business. Mark Kanter, a Chicago-based automotive marketing buy and have indicated the model that they prefer. This is perhaps the biggest reason and sell cars.” .they are widely accepted, and a growingnumber of dealers treat third-party leads as consultant, explained his philosophy: “It used to be that everyone read the newspaper, and that the cost per sale is so low for third-party leads: they’re easier to close. Leads Backed With Expertise This isn’t true of all lead providers, but the line rd-part esent thi ey repr who, ,a core part of their business. you could reach your entire market that way. best provide leads and the knowledge and Now, different marketing venues provide Measurable ROI expertise you need to get the most out ofWhy have things gone so well? One, as the access to different groups of consumers, with With traditional advertising, calculating ROI them. Where does it come from? In-depthimportance of the Internet to auto sales grew,the importance of third-party automotive less and less cross-over. And there’s probably no single marketing tactic that offers access always involves a lot of guesswork — and often a good deal of optimism, too. With market research, for one. But more vital is the accumulated experience of sales reps who Th sumers st part a con the moto buy nWeb sites grew even more. Car buyers have to a larger pool of new customers than third- third-party leads, there’s zero guesswork, spend their days working with dealers andlooked increasingly to major automotive party leads.” and your mood on any given day has nothing seeing, first-hand, the techniques that workportals as sources for objective information, to do with it. You buy X number of leads, and the ones that don’t.even as they have continued to makegood use of manufacturer and dealer sites. Quantity and Quality Thanks to the proliferation of third-party and to these shoppers you sell Y number of cars. This transparency makes your initial In a recent study by R.L. Polk and The for going uestio are . The qy buyTwo, in adapting to a new, Internet-based Web sites and the growing number of people foray into the world of third-party leads Cobalt Group, analysis of 1.1 million third-marketplace, dealers have developed skills who use them, there are more third-party very safe. According to Kanter, “The guy party leads found that 56 percent resulted inthat have made them even more adept at leads available today than ever. And, thanks who sells you newspaper advertising may be a sale. Additionally, 42 percent of those sales car ill theconverting third-party leads. Three, the best to the work of “lead aggregators,” leads able to convince you that your poor results occurred within 30 days of a lead’s submissionproviders of third-party leads have grown are available to dealers in quantity without are actually good, but there’s no chance of — and 68 percent occurred within 90 days.3more skilled at generating, qualifying and dealers having to do business directly with that with third-party leads — you can pretty These numbers illustrate the bottom-lineverifying leads, and are thus able to delivermore and better leads to their clients. each of dozens of sites. much do the math in your head.” strength of third-party leads: They represent consumers who, for the most part, are going is, wm you? fro Lead aggregators are middlemen who buy Lower Costs Per Sale to buy a car. The question is, will they buyStill, there are dealers who remain on the leads from the third-party Web sites and No lead provider would brag about from you? The answer is simple: Only if yourfence when it comes to third-party leads. resell them. Before you start thinking of this “measurable ROI” if they weren’t pretty dealership is using third-party leads.Some, of course, haven’t yet embraced the as a bad thing — like the “We’ve eliminated certain that, when you calculated your ROI,Internet as a key medium for finding and the middleman” TV ads for discount furniture you were going to like the results. And, One thing noted by Kanter is the wayconnecting with customers. Others prefer stores — consider the significant value that indeed, the cost per sale for third-party leads that third-party leads are evolving into ato focus on generating leads themselves, lead aggregators add: is much lower. competitive necessity. “As more dealers beginthrough search engine optimization and paid • They make leads from many different to rely on third-party leads, any dealershipsearch advertising. What follows isn’t by Web sites easily available. How much lower? In 2005, dealers spent an contemplating this investment is faced withany stretch of the imagination an argument • The best aggregators partner with only average of $571 on traditional advertising the fact that someone will be buying most oragainst these valuable efforts. It’s simply the most trusted and effective Web per vehicle sold — up from $460 five all of the leads available in any given market.a look at why third-party leads are good sites, ensuring high-quality leads at the years before.1 Meanwhile, the cost per sale It’s no longer just a question of leaving moneybusiness — now more than ever. outset. for third-party leads remained constant on the table; now it’s a matter of giving it to • The best aggregators have developed at approximately $250 per unit sold. Not your competition.”Incremental Business sophisticated “scrubbing” techniques surprising, given that newspaper advertisingMany car buyers prefer third-party that they use to guarantee accurate is reaching a smaller and smaller audience Mark Kanter is an industry consultant toautomotive Web sites over manufacturer and contact information and filter out with each passing year. A recent study found Dealix, a Division of The Cobalt Group. He 1. Automotive News Market Data Book, 2003 and 2006.dealer sites. One measure of this preference questionable leads. that consumers are spending an average of 10 can be contacted at 866.852.2754, 2. Universal McCann, June 2004, Jupiter Research, September 2004, NADA 2005 Industryis the veritable explosion in the number • They have developed sophisticated hours per week online, compared with only or by e-mail at Analysis Division.of these sites. Today, there are literally delivery systems that ensure lead one hour per week reading the newspaper.2 mkanter@autosuccessonline.com. 3. 2006 R.L. Polk study: Automotive Industry and Dealership e-Business Performance Study. 12 www.sellingsuccessonline.com 13
    • sts fos ls ms sf fis RalphR.Roberts sales and training solution You’re Fired Firing Your Worst Clients We have all had our once in awhile as a token of your appreciation. more about your top clients, so you have a share of bad clients Nobody generates great leads better than a better idea of where you can find more people — those wishy-washy, great client. like this. Here are a couple suggestions: time-consuming, • Find out who your client is. Study energy-sapping Fire Your Worst Clients the demographic — age, household complainers who seem In the same way you drew up a list of your income, geographical location, and socommitted to driving us crazy and driving our best clients, jot down a list of your worst on. Maybe you fit better with a certainbusinesses into the dirt. What do you do with clients — the 10, 20 or 30 people who make group and should target that group inthese people? I say fire them, and the sooner you not want to get out of bed in the morning. your marketing efforts.the better. These are the people you need to get rid of, • Get to know what your best clients do and here are some suggestions on how to get for a living, where they hang out afterWhat about the customer always being right? rid of them: work, other products they buy, and so on.That is a myth. • Pass the client to a team member whose Gather as much information about your personality is a better match. This keeps best clients as you can, through normalWhat about the fact that you have too few the client in the fold while relieving conversations and correspondence, toclients already? Maybe you would have more you of the burden. You should have draw a detailed portrait.time and energy to find new and better clients weekly team meetings with your fellowif the bad ones were not wasting so much of salespeople. During those meetings, you Brainstorm a list of the seven top sources foryour time and resources. can discuss “problem” clients and the more clients who are like your best client. possibility of swapping clients. (I have Perhaps targeting a certain geographicalWhat about the bad PR this will generate? three listing managers, who regularly area would be best. If you met the personWell, you don’t exactly have to be mean exchange clients to better serve each through an Internet promotion, that may bewhen firing your clients. You should let them client and nurture more productive and where you want to focus your efforts. Thinkdown easy, make it seem as though you are profitable relationships.) in terms of what you need to do to get moredoing them a favor. You have to handle it • Refer them to a competitor. Your client clients like this.properly, but you also need to get rid of them. may actually be better suited to workingAt the same time, you have to find superior with your competitor than with you. Tip: One of the best sources of new goodreplacements. Respectfully tell the client that you clients are former good clients. Clients are want to make sure that their needs are like magnets. Their friends and family areIdentify Your Best Clients met, and the best way to accomplish likely to be like them, so continuing yourI keep a list of my best clients, past and present. that is to match them with the excellent relationship provides more opportunities toI actually have several lists — a top 25, top dealership down the road. You may meet the best type of client for you.50 and top 100. These are the people I drop have the option to collect a referral fee,everything to serve. To make it on my list, a making it a win-win-and-win situation. Remember, no matter what you are selling, youclient must have the following qualifications: • Pull back. If you are a person who is are in the business of selling time. If you have • Places me first obsessed with pleasing others, your clients who are wasting that precious resource, • Pays a fair price without quibbling natural impulse when dealing with you need to get rid of them. It may not be easy, • Challenges me to do my best lousy clients is to ramp up your efforts. but it is necessary for your own survival and • Allows me to do my job without Take the counterintuitive approach success. Start today. Fire your worst clients second-guessing my decisions instead — back off. Let the client go and start searching for better ones. • Provides me with leads, referrals, and without confrontation. other opportunities… what I like to call “a sale that keeps on giving” Tip: Take the blame. Never blame the client for the failed relationship.You probably spend a great deal of time andeffort attracting great clients, so when you Add Better Clients Ralph R. Roberts is a nationallyfind one, make the most of the relationship. As a salesperson, you should be constantly recognized sales coach, author and officialKeep in touch with the person. Call them, recruiting clients — better clients, clients like spokesperson for Guthy-Renker Home. Hesend occasional greeting cards and e-mail the ones on your top 25 list. How do you find can be contacted at 866.470.5181, or by e-messages, and perhaps even send a gift every these better clients? Basically by learning mail at rroberts@autosuccessonline.com. 14 www.sellingsuccessonline.com
    • CHECK OUT OUR NEW BABY,IT’S SMOKIN’ HOT.We’re proudly introducing the arrival of MyRide.com, the next big thing on the automotiveInternet. Check out our new baby at www.myride.com, and take the ride! For moreinformation call 1-800-785-4584 or go to www.autobyteldealer.com today.©2007 Autobytel Inc. Autobytel is a registered trademark and MyRide is a service mark of Autobytel Inc. POWERED BY
    • sts fos ls ms sf fis MichaelYork sales and training solution Hi, I’m Pushy and Obnoxious... Wanna Buy Something What’s the perception How many managers over the years gave As a director of sales teams for many of salespeople? What you a book and a business card and said years, I used this “what everyone thinks of comes to mind when something to the effect of “Now get out there salespeople” example to convey to my group you hear the word and make somebody mad, don’t take ‘no’ of aspiring sales performers exactly how “salesman?” for an answer, close early and close often, they’d be thought of when someone answered do whatever it takes, but bring me back a their phone calls for an appointment, or whenIn 1978 I became a salesman. I know that SALE!” they entered an office, or someone walkedbecause it said so on my business card. It through their door for the first time. Theywould be years later before I learned to Oh, so that’s what it takes to make a sale. would be in that 80 percentile — or at leastbecome a selling “performer.” My product perceived that way — just like all those otherwas Salad Master cookware, with the same Fortunately for the marketplace, there’s money-grabbing sales types.company where Zig Ziglar set all the sales something called the 80/20 rule. This rule canrecords he often speaks about (and I certainly apply to many things, but in this case we’ll But the good news is that just by being awaredid my part to make sure those sales records use it to identify the 20 percent of salespeople of this perception in the marketplace and bystayed intact). who have committed to becoming “aspiring doing a few things well, any individual can sales performers.” begin to stand out in the mind of buyers andThat was my first introduction to the world customers as different. Unique. Atypical.of selling. I should say, that was the first Aspiring sales professionals are those who Unconventional. As uncommon.time I was included in that group called perform, and are paid, at the highest level.“salespeople” that I’d heard about. Right up Wouldn’t that be a worthy ambition if you’ve How do you do it? How can you stand out in auntil the time that I answered that ad for a chosen selling as a vocation? marketplace today of sales-sameness? Howlittle extra income each week, I’d never seen do you establish yourself as a professionalmyself as being “one of them.” selling performer? How skilled are you at asking questions that set you apart? HowAs I began learning my new trade, everyone Welcome to well do you listen? How do you createkept talking about becoming a selling real value for the customer? How can you“professional” (they’re still talking about it ‘The NOW position yourself as a resource to them, andtoday). But the word “professional” simplymeans you’re paid to do something, or to Economy,’ to the organization?appear professional while doing it. where no one Welcome to “The NOW Economy,” where no one cares about how good you used toWhat the best of the best in the sellingprofession do is perform — think Hollywood cares about be. What customers are asking now is “How good will you be next week?”or Las Vegas. This marketplace is all about how good you“The show,” and the performers who arepaid to be in it. That’s what this marketplace used to be. Customers are asking many of the same questions they’ve always asked, but they’reand every manager wants from a salesperson not settling for the same old answers. How— a performance. It’s not acting so much as are you coming up with new answers to nowknowing “you’re on,” and responding with If you are going to be generating revenues for questions, for your organization and for youran award-winning performance again today. organizations to survive and even prosper, customers? wouldn’t it be great to decide at some point,What’s the general public’s perception of the sooner the better, that you will do it in an Want my short list of 10 things you can do“salesperson?” When I ask that question to live uncommon fashion? Something other than now to “Become Uncommon” as a sellingaudiences, here’s the list they come up with: the typical list of “pushy,” “obnoxious,” “say performer? E-mail me at the address belowPushy. anything,” etc? and ask for the uncommon list on selling.Obnoxious.Say anything. What would you use to make your list on the Lights, camera, action! You’re on.Do anything. uncommon selling performers? How about:Unprofessional. Honesty.Less-than-truthful… Integrity. Commitment.OK, we can stop now. Get the idea? Continuous Learning. Michael York is an author and professional Powerful Communicator. speaker. He can be contacted atWhy is that? Simple answer: we earned that 800.668.5015, or by e-mail atreputation over years and years of doing all And that means a commitment to myork@autosuccessonline.com, or visitthose things. “becoming.” www.MichaelYork.com. 16 www.sellingsuccessonline.com
    • OUR NEW BABY IS GETTINGA LOT OF ATTENTION.People are ooohing and aaahing over MyRide.com, and why shouldn’t they? MyRide.comhas a passion for everything automotive and is fun, easy-to-use, and hot enough to attractmillions of consumers, which will make both dealers and manufacturers smile. It’s a carlover’s community with millions of used vehicles, thousands of top-notch dealers, plushard-to-find parts and accessories, lots of photos, videos, blogs, and more from acrossthe Web. To see how we roll, log on to www.myride.com, and take the ride.For more information, call 1-800-785-4584 or go to www.autobyteldealer.com today.©2007 Autobytel Inc. Autobytel is a registered trademark and MyRide is a service mark of Autobytel Inc. POWERED BY
    • sts fos ls ms sf fis JesseBiter leadership solution A Visit From the CEO Most of us, at one of evil. Some people, eager for money, either transfer or terminate. Customers, time or another, have have wandered from the faith and pierced employees, vendors — each would be treated had to deal with an themselves with many griefs.” in strict accordance to the impact they have on uncomfortable visit 1 Timothy 6:10 the bottom line. In contrast, when a business from the boss. From is structured as a part of God’s eternal plan, the reception desk to So what would Jesus think if He came to visit then decisions will reflect a different set ofthe executive wing, even the most seasoned your office? As CEO, He would be entitled to values. Rooted firmly in Biblical principles,professional can be overcome with anxiety inquire about virtually every aspect of your management will look at people, policieswhen his or her performance is open for day-to-day operations. You would provide and practices and evaluate each based onevaluation. That familiar “humbling” feeling Him an HR overview — how employees how they conform to the larger purpose.is commonplace throughout the business are hired, trained, evaluated, promoted andworld. But what if the purpose of the boss’s terminated. You would open the books to “I will instruct you and teach you in the wayvisit was about more than fiscal reports and discuss accounting payables, receivables, you should go; I will counsel you and watchsales projections? profits, losses, debt and payroll. A tour of both over you.” the sales and customer service departments Psalm 32: 8Christian business leaders are taught to run would surely be on the agenda to examinetheir business as if Jesus Christ were the first-hand how the company establishes new Go ahead and take a tour of your office withChief Executive Officer. Turning the keys accounts, builds long-term relationships, and Jesus. Show Him what you think you areover to Jesus is a difficult concept for many manages the inevitable customer complaints. doing to fit into His eternal plan for you andpeople to understand and can be equally At the end of the day, the CEO must be your company. Ask Him to identify areas ofdifficult to actually implement. First off, the assured that each department is being run in strength and areas that need improvement. Alack of a physical presence sitting across line with the company’s vision. wise manager will always strive to exceedthe conference table presents an obvious the boss’s expectations. A wise manager thatchallenge. However, part of bringing one’s In both our professional and personal lives, also loves the Boss, will delight in seeingfaith to work is actually having some “faith” we either serve God or we serve money. His plans fulfilled.to begin with. Just because Jesus doesn’t Jesus said, “No one can serve two masters.”make idle chatter at the water cooler or If a business is designed strictly as a tool toflash a polite smile as He passes your desk, generate revenue, decisions will be madedoesn’t mean He is not an integral part of exclusively with net profits in mind. If policy Jesse Biter is the president and CEO ofevery aspect of your business. hinders profitability, it must be changed HomeNet, Inc. He can be contacted at immediately. If employees are not meeting 866.239.4049, or by e-mail at“For the love of money is a root of all kinds lofty expectations, action must be taken to jbiter@autosuccessonline.com. 18 www.sellingsuccessonline.com
    • sts fos ls ms sf fis PattiWood sales and training solution Making the Most of Your Media Interview, Part 4 Tips and Checklist for Radio and Webcast Interviews As an expert in your juice, iced or carbonated beverages. Caffeine field, getting your and cold beverages constrict your vocal name into the public’s chords. Orange juice is acidic and traumatizes consciousness can the vocal chords. This makes your voice tend bring many benefits to to be less clear and more raspy. Dairy products you — being able to produce phlegm, making you want to cleareducate people on a topic you feel strongly your throat. And carbonated beverages makeabout, and putting your name at the top of you burp. Also, just prior to the interview,their awareness when that topic comes up, hum loudly for 3-4 minutes. This warmsto name just two. Interviews are a great way your vocal chords and enables you to soundto spread your name and awareness of your as confident in the first 30 seconds as you willtopic, but preparation is key to making it a later in the interview.successful undertaking. Here are some tips toget you ready for the interview. 7. Prepare a list of questions you think you may be asked and have answersLogistical Preparation for Radio or prepared, including key points you wantWeb Cast Interview to make. Write them down — don’t relyIt takes more than simply knowing your on your memory. If you’re selling a book ormaterial in order to have a smooth, successful service, develop pithy quotes that focus oninterview. Even if you are a fabulous speaker the problem you are helping to solve. Thenin person, there are some tricks of the trade practice saying, “If you are dealing with…when it comes to broadcasting. Following are this (book) can help by….” Refine yoursome logistical tips for giving a successful main points into sound bites of less than 25broadcast or Webcast interview: words. Make sure it sounds strong. Practice it over the phone to a friend who will give you1. Even if they are sending a tape, tape the honest feedback.show on your end. You can buy a recordingdevice from Radio Shack that will tape both 8. Prepare a list of short anecdotes. If you’resides of a telephone call. Or just use an old used to having time to give long examplestape recorder and capture only your answers. and stories, radio can be challenging. Hone aYou may have a more sophisticated recording few of your best down to three or four lines.device on your computer that will record onto When said aloud, it shouldn’t take more thana CD. Make sure you have the right software 30 seconds. Have a few meaty tidbits ready.and a good microphone. I talk about body language, which inevitably stirs up funny innuendoes or racy suggestions.2. Check your phone for sound quality. I have a few fun facts about handshakes andCall a few friends and ask them to give your how to spot a liar that are worded so thatphone a sound check. Many cordless phones they set up the interviewer to follow up withhave a background buzz. a funny comment. This endears me to the interviewer and ensures that the audience3. If you use “call waiting,” turn it off. will enjoy the conversation even more.Disable it prior to the interview so it won’t People love the spontaneity of radio. For me,make a clicking sound while you’re on the as the interviewee, I enjoy the exhilaration ofair. a challenging question or a surprise reaction.4. If you have other phone lines in the 9. Do not mention your product/service/room, turn them off. You don’t want your book repeatedly. Talk about your solutionsfax line or home phone ringing during the and insights. There is nothing less appealinginterview. than someone saying, “Well, in my book…” every 20 seconds. However, someone who5. Create a quiet place for the interview. tells you something new, something you canTurn off any background buzzing equipment, use today, or something that makes your lifeand if you’re at home, tell everyone you will more fun or easier is incredibly appealing.be on the radio, put a note on the door andput the barking dog outside. Turn the paperson your desk over so you won’t be tempted Patti Wood, MA, CSP is a professionalto read. speaker, author and coach at Communications Dynamics. She can be6. Prepare your voice. Drink water at room contacted at 800.849.3651, or by e-mail attemperature. Do not drink caffeine, orange pwood@autosuccessonline.com.the #1 sales-improvement magazine for the automotive professional 19
    • sts fos ls ms sf fis DeniseRichardson leadership solution Who Would You Tell if Caught in a Compromising Situation These days, almost as banks or credit issuers. If account access with individuals whose information every business information, e.g. credit card or bank account may have been compromised. has a need to identification, has been stolen from you, but collect or maintain you do not maintain the stolen accounts, notify It is important that your notification: personally identifying the institution that does so that it can monitor • Describes clearly what you know information. Names the accounts for any fraudulent activity. If about the compromise. Include how itand addresses, Social Security numbers, you collect or store personal information on happened, what information was taken,credit card numbers and other account behalf of other businesses, notify them of any and, if you know, how the thieves havenumbers are all pieces of information that information compromise as well. used the information; and what actionsare routinely obtained from customers, you have taken already to remedyemployees, business partners, students or If names and Social Security numbers have the situation. Explain how to reachpatients. If this information falls into the been stolen, you can contact the major credit the contact person in your company.wrong hands, it could put these individuals bureaus for additional information or advice. Consult with your law enforcementat risk for identity theft. If the compromise may involve a large group contact on exactly what information to of people, advise the credit bureaus if you include so your notice does not hamperNot all personal information “compromises” are recommending that people request fraud the investigation.result in identity theft, and certainly the alerts for their files. Your notice to the credittype of personal information compromised bureaus can facilitate customer assistance. • Includes current information about thewill affect the extent of potential damage. FTCs Web site (http://www.ftc.gov/What steps should you take and whom If the information compromise resulted from idtheft) and phone number (877-ID-should you contact if personal information the improper posting of personal information THEFT) where consumers can file ais compromised? Although the answers vary on your Web site, immediately remove the complaint, obtain the victim’s affidavitfrom case to case, based on various state and information from your site. Be aware that if they become a victim of ID theft,federal laws, the following guidance from Internet search engines store, or “cache,” and find useful information.the Federal Trade Commission (FTC), can information for a period of time. You canhelp you make smart, sound decisions. contact the search engines to ensure that they • Provides contact information for the do not archive personal information that was law enforcement officer working onDeter, Detect and Defend — Have posted in error. the case (as well as your case reportPolicies in Place number, if applicable) for victims toYour written policies should take into Notifying Individuals use. Be sure to tell the law enforcementaccount all of the state notification laws that Generally, the earlier you notify individuals officer working on your case that youmight apply, not just the laws of the state in whose personal information has been are sharing this contact information.which your company is headquartered. At compromised, the better chance they have Identifying theft victims often canthe very least, a policy should specify what at preventing misuse of their information. In provide important information toevents will cause your company to issue deciding if notification is warranted, check the law enforcement. The police reportnotifications, what forms those notifications laws and take into account: the nature of the is important evidence that can helpwill take (e.g., letter, telephone, e-mail) and compromise, the type of information taken, absolve a victim of fraudulent debts.which state agencies will be notified. the likelihood of misuse, and the potential damage arising from misuse. For example, • Advises consumers of their right to aAs some jurisdictions require notification thieves who have stolen names and Social free credit report along with the threein as little as 10 days following a breach, Security numbers can use this information to credit bureaus contact informationhaving this information on hand can be cause significant damage to a victim’s credit encouraging them to place fraudinvaluable in ensuring that your company record. Individuals who are notified early can alerts on their credit reports. Theycomplies with applicable laws quickly and take some steps to prevent or limit any harm. should also be informed that weeks orefficiently. Check federal and state laws or months may pass between the time theregulations for any specific requirements for When notifying individuals, the FTC information is stolen and the time it isyour business. recommends that you: used to perpetrate a fraud. • Consult with your law enforcementNotifying Law Enforcement contact about the timing of theWhen the compromise could result in harm notification so that it does not impedeto a person or business, call your local the investigation.police department immediately. Reportyour situation and the potential risk for • Designate a contact person within youridentity theft. The sooner law enforcement organization for releasing information.learns about the theft, the more effective Give the contact person the latestthey can be. information about the breach, your Denise Richardson is a member of response and how individuals should the National Association of ConsumerNotifying Affected Businesses respond. Consider using letters (see Advocates and an author. She can beInformation compromises can have an sample below), Web sites and toll-free contacted at 866.439.9242, or by e-mail atimpact on businesses other than yours, such numbers as methods of communication drichardson@autosuccessonline.com. 20 www.sellingsuccessonline.com
    • sts fos ls ms sf fis PatrickLuck special feature Increase by 600 Percent Focus on Fundamentals Gives Castrucci Ford a Huge Boost After buying a car inventory, advertising and staff, we could “It wasn’t tough at all,” Castrucci said. “It’s dealership, many really capitalize on the market and be able my belief that people wanted to do business owners would be to succeed there.” with the location, but they didn’t see the happy with a 100 things I mentioned — the inventory, the percent increase in A surprising amount of traffic passes the advertising and the staff — they didn’t see sales over the same dealership every day on State Road 27, those variables in place and for that reasonmonth the year before. Most owners would considering Alexandria has a population they traveled elsewhere to do business. Butbe ecstatic with a 200 percent increase. Mike of less than 10,000. This was one of the it wasn’t tough. I’m not a miracle worker. Mike Castrucci Bryan Smith Matt Harber with Bryan SmithCastrucci, owner of Mike Castrucci Ford/ things Castrucci noticed when making the We didn’t sprinkle any fairy dust on that Owner General Manager Matt is a Cincinnati Zone Manager for Ford LincolnLincoln/Mercury, has seen business increase decision to purchase the dealership. “It’s a market and just make it explode. It was there Mercury Sales Operationsmore than six times in the past year. thoroughfare for a lot of neighborhoods that — it was ripe and there to be capitalized on. you don’t realize are there,” he said. The people were buying vehicles anyway; have had a lot of new business, but this is a islands, saying ‘this is my territory, don’t said. “In some dealerships you can feel theThe dealership, located in tiny Alexandria, they just weren’t buying them in Northern very small town,” Smith said. “There’s a lot cross that line.’ Once you get out of that tension when you walk in the door,” he said.Kentucky (an outlying suburb of Cincinnati, Bryan Smith, the dealership’s general Kentucky. Many of them were traveling to of traffic that goes through here, but everyone mentality and into a culture that supports “That’s not the case here. If you can manageOhio), sold 147 cars this May, compared manager, echoed that observation. “I called Ohio. We’ve seen a considerable amount of knows everyone around here. Mike and I you, that it doesn’t matter what department that environment, people will want to cometo only 24 in May 2006 under the previous Mike the first day I sat in this office and business where the people openly admitted talked to some local townspeople and they you’re in, good things start to happen. It’s back.”ownership. watched the traffic going by the lot, and I that they were traveling to Ohio. It wasn’t came back in and gave us an opportunity, simple. The complicated thing is to get said this place is going to be huge,” he said. tough. The people were there, willing and and through word of mouth, we’ve got a lot people to think like that.” The future looks bright for the dealership,“We believed that Northern Kentucky “Coming from Cincinnati, I had no clue ready to do business with the local businesses of great recognition.” which is currently adding a new lot tooffered an untapped market and opportunity what the traffic was like down here, and but the local businesses were just not offering The mentality of getting employees to buy accommodate another 300 vehicles and isin terms of auto sales in general,” Castrucci the first day here, sitting here watching the the ingredients that it takes for a customer In addition to inventory, advertising and public into the system comes straight from the working to become a Blue Oval Certifiedsaid. “There’s considerably less competition 4:00 to 6:00 traffic, I knew we’d have a great to feel good about doing business with relations, another key to the dealership’s top, Burke said. “You can’t let egos get in Dealership, the highest commendationin Northern Kentucky as compared to opportunity to sell a lot more cars.” somebody.” Proper preparation was one of explosive success is the atmosphere created the way,” he said. “You’ve got to let your Ford offers. The bottom line, however,where we come from, which is the greater the fundamentals that Castrucci focused on. by management, said Ron Burke, director of managers manage. If you don’t teach your Smith said, is ultimately how customers seeCincinnati and Dayton area, and the Castrucci, who also owns a Ford dealership fixed operations — all the departments work mangers how to be successful, and if you the dealership. “We want to increase ourreality is that Campbell County, where the and a Chevrolet dealership in Milford, Ohio “We brought an inventory to the location that together, and management wants to hear kill them after a failure, they’ll never take a customer satisfaction level — that’s a bigdealership is located is a booming area in (another suburb of Cincinnati) said that the entire Northern Kentucky area, not just ideas from the employees. chance again.” deal, and be the No. 1 volume dealer and beterms of housing and development. We there was no magic in the turnaround of Alexandria, had never seen,” he said. “We’ve the top dealer in our zone, and get to the topsjust felt that with the right combination of the Alexandria dealership; focusing on the got roughly 700 new and used vehicles on “When you take the social levels out of an The lack of strife creates a positive atmosphere in our region,” he said. fundamentals was the key. the ground. We have a phenomenal selection organization, make it an even playing field that filters down to the customers, Burke 1 and a large advertising presence in the way and treat everyone with respect, you get a 6 of print, radio, television and direct lot done,” Burke said. “And that’s mail. We set up our management what we’ve done. We’ve been staff, ordered the vehicles, placed successful because we’re working the advertising and welcomed the as a group. Everyone’s working in public to do business with us.” the same direction. You don’t have people slowing you down, saying Smith said that he and Castrucci ‘well, it’s not my job — I’m not made sure, however, that the public doing that.’ We just don’t have knew that there was new leadership that mentality. So many dealership and ideas at the dealership. “We departments function as individual 3. Featured Mustangs outside Mike Castrucci Ford 2. Exterior of Mike Castrucci Ford, Alexandria, KY 1. Interior of Mike Castrucci Ford, Alexandria, KY 2 4 6. Mike Castrucci Ford street sign 5. Mike Castrucci Service Area 4. Inventory Lot 24 www.sellingsuccessonline.com the #1 sales-improvement magazine for the automotive professional 25
    • sts fos ls ms sf fis ScottPainter sts fos ls ms sf fis DavidJacobson marketing solution sales and training solution From Gorilla Marketing to Guerrilla Marketing: Get Your New-Car Inventory Online Control Clinches the Sale Giant inflatable want is sitting in the lot at the dealership down color of every car in inventory How to Keep salesperson. If you are confronted with a fairly. How much time did you have to spend gorillas wearing polka- the street. Or perhaps I should rephrase: Not • an upfront, guaranteed price Control take charge, controlling person, how do with us today?” dot boxers are familiar seeing the exact car they want on a particular • financing options Last issue, we looked you handle them? You must have a plan and fixtures on the roofs of dealership’s Web site might not lose the sale at the need for the practice how to handle each type of customer. You now have control. A hostile customer is car dealerships — the for that dealer at this stage of the online car Give the consumer more than he or she salesperson to be in You are given opportunities and you must do usually the easiest to win over when handled visual counterpart to buying evolution; but, if a competitor does can get from the manufacturer’s Web site. control of the sale, the best you can. Smart managers will direct correctly. They are also the most loyal whenthe “come on down” holler that’s often at the show a potential customer that exact car, with For the buyer, it’s one thing to know what both for his or her sake and for the comfort customers to the salesperson best suited for you have earned their business.center of a dealer’s television ads. But that all the right options, at a guaranteed price — options are available for the new BMW M6. of the customer. Today, we’ll look at ways to their personality type.approach — that idea that marketing efforts that dealership wins the sale. It’s another thing entirely to know that down make this happen. Your immediate goal is to disarm them ofneed to get consumers to the showroom — the street there’s a black 2007 convertible Customers typically fall into categories such their weapon, which is fear. This is usuallyignores the new reality that consumers are BMW M6 with leather seats and equipped Keep it simple for both you and the customer. as hostile, talkative or quiet, and each type why they are hostile. By understanding youronline, and we now have the technology to for Sirius satellite radio — ready to drive offbring the showroom directly to them. The traditional the lot today. You are losing control because you have not answered the customer’s big question, needs to be handled differently. customer, putting your emotions aside, and using the tools you have learned, you willMarketing and selling new cars no longer ‘come on down’ And here’s where we bump up against the “What’s in it for me?” The only way to The hostile customer, for example, is the one win them over.depends on getting people to the dealership. approach to challenge. How do dealers get all of this data possibly regain control once it is lost is to change gears quickly. Put your brakes on and who knows everything, has been hurt by a previous salesperson and probably starts off We disarm hostility by using empathy. OnceIt’s about providing accurate, robust new-car dealer advertising online and, beyond that, keep it updated? change the subject. Be outrageously honest: by saying something like, “I just want your again, empathy plays a major role in yourdata online — enabling consumers to find theexact car they want in a dealer’s inventory doesn’t fully That’s first and foremost a technology question — and the good news is that best price.” sale. Whether a customer is hostile, talkativealong with an upfront guaranteed price, from exploit the emerging platforms like Service-Oriented “You know, folks, I believe I have found the perfect car for you. I feel that you are Most salespeople will say something sure or quiet, empathy will soothe them.the comfort of their own computer screens. Internet’s potential Architecture (SOA) are making this easier than ever. comfortable with me and quite frankly this to cause confrontation. What can you say? You must confront the challenge, and do itWhy? Because there’s a direct correlation for driving seems like it really makes sense. I have been wrong in the past, so if I have missed Remember the force field. Think about it. It is so easy to make this an uphill battle. In without confrontation. Staying in control means staying one step ahead.between the accuracy and completeness ofdata provided electronically, and the number consumers closer But the required technology investment still is often more extensive and ambitious than something, please share it with me. It is fact, it already seems like one.of cars dealers sell. Consumers are used to to the actual sale any one organization can create and deploy important for both of us.” For instance, take the case of the talkativebeing able to find items and make purchases — while they’re on its own. So, many dealerships are opting Or One of my favorite ways to handle this is to say, “That’s a good question. Let me ask customers, one who says they are buying a car today, they know more about youronline, immediately. Whether it’s clothes,jewelry, home electronics or travel plans still online. to participate in progressive car buying programs through trusted affinity groups “I am a customer myself and sometimes I you something. Would you recognize the best product than you do, they tell you their life— they’ve grown accustomed to clicking —tapping into sophisticated technology don’t want to hurt the salesperson’s feelings, price if I gave it to you?” story in 15 minutes, and then they say “thanktheir way to a closed deal from the comfort that allows them to make their inventories so I hesitate telling them what is really you” and leave.of home or work. Two out of three new-car buyers conduct available online. bothering me. Please share whatever may be There are only two answers — yes or no. If a research online, according to J.D. Power and in our way, so I can try to make you happy.” customer says no, they will probably lighten We are trained as salespeople to get aHere comes the knee-jerk response: Cars, it’s Associates. Dealerships have an opportunity The traditional “come on down” approach to up. However, you must not take away their customer talking. When we meet thealways argued, are different. And in many to win their business by taking consumers dealer advertising doesn’t fully exploit the Use this type of verbiage, no matter what the pride. If you do, it will be conceived as a talkative type of customer, we believe theyways that’s true. Indeed, before a purchase beyond information-gathering to just shy Internet’s potential for driving consumers challenges are, to bring you and the customer put down and will be counter-productive. To are interested because they are talking to us.people want to test drive, kick the tires, sit of the close of the sale — all before the closer to the actual sale — while they’re still closer together. avoid this, you must follow up with: We think, “Hey, they like me.” The truth isin the bucket seats and get a feel for the car. consumer even sets foot in the showroom online. that they are in control and are likely doneBut what happens then? Very few people for the actual purchase. Wouldn’t you rather Customers, like all people, have distinctive “I’m guessing that you just want to be treated with you when they have no more to say orbuy their automobiles on an impulse. By the have your sales personnel spending their Dealers can’t fully take advantage of the personalities. Therefore, you must be able to fairly, is that right? They say “Yes.” Then when you are no longer willing to listen totime they’re ready to buy, most already have time with customers who arrive already Internet as a marketing and sales tool until adjust to each of them. We call this concept you ask: “How much time did you plan on them. This is what I mean by comfort zone.completed a significant amount of research ready to buy? they embrace the Web as more than just a the comfort zone. spending with us today?” You must be able to slow them down without— including the test drives — elsewhere. brochure for the dealership itself. It should insulting or stifling them. The most significant step dealers can take be an extension of their showrooms — where Each salesperson has a certain type of What if the answer is “yes” to the question?When they’re ready to buy they want the price in this direction is making their new- they offer just as much detail about individual customer that they work with best. The What if they would recognize the best priceon the exact model and configuration they’ve car inventory available online. Tell the cars online as they would in person. problem here is that the customer does not if they heard it? Your response should bechosen — and they want it immediately. They consumer as much online as you would in have to adjust to your personality, whereas confident such as, David Jacobson is the founder andwant to compare. They want more than a the showroom, including: Scott Painter is CEO of Zag, Inc. He can you must adjust to theirs. president of GrooveCar Inc. He can bepromise of a call-back or an e-mail later — • every car in inventory be contacted at 866.438.9808, or by e-mail “That’s great. I always appreciate a contacted at 866.663.9038, or by e-mail atthey want confirmation that the precise car they • detailed specifications, options and at spainter@autosuccessonline.com. For instance, you are a quiet, laid back customer who knows when they are treated djacobson@autosuccessonline.com. 26 www.sellingsuccessonline.com the #1 sales-improvement magazine for the automotive professional 27
    • sts fos ls ms sf fis AmyClark marketing solution When Your Callers are on Hold, Your Business Doesn’t Have to Be In today’s hefty federal fines. Additionally, playing the also common, but they suffer from the same advertisement-driven radio creates the risk that a caller will hear issues. society, consumers an advertisement for a competing dealership, are inundated with or offensive disc jockey language or song The newest generation players have reminders of all the new lyrics. reinvented this marketing venue in various products they need, and ways. For instance, MP3 files are only limitedbusinesses are constantly at risk of having Enter “on-hold” messaging. With this by the size of the digital storage card used.their advertising strategies trumped by the option, businesses can play customized sales New messages are downloaded via the Webmega-advertising giants. Auto dealerships, and marketing messages to callers on hold, within minutes of production, saving time andone of the most advertising-active business dramatically improving customer loyalty shipping costs. Messages can also be retainedsectors, are in need of innovative marketing and sales potential. for reuse. For example, holiday messages canplans that aim to more effectively reach their be created and re-used each year, and anytarget audiences. Television, radio and print So many auto dealerships subject their message alterations can be quickly and easilyads are designed to drive consumers to call, customers to dead air while placed on hold. If made to the original digital recording.but what happens when they do call and a consumer calls a dealership, this means hemust be placed on hold? or she is interested enough to take time out of It is essential to ask for and check references a busy schedule to hear what the dealership from vendors. A dramatic increase inSince the introduction of the first consumer has to say. This is an incredibly captive the popularity of on-hold systems hascell phone models in the late 1980s, the audience that offers a great opportunity to caused a surge in upstart vendors, manyaverage amount of time a person spends communicate to potential customers. whose credibility and product qualityon the phone has increased exponentially, are questionable. Lengthy contracts andmaking telephone “on-hold” marketing Savvy dealership owners recognize that unrealistic restrictions often keep businessesan effective means of connecting with there’s a more productive way to handle from being able to update their on-holdconsumers. A 2005 survey conducted by on-hold time than with music alone. Multi- messages as needed, or require paymentsnews organization CNN suggests that the unit dealership owners can opt for messages for services never used. The best type of on-average person spends 60 hours per year about promotions and company-wide news hold messaging vendor is the one-stop shop,on hold, and the average U.S. executive that pertain to all of their locations, and providing the equipment, service and messagereportedly spends 17 minutes per day on the single-unit owner can have specialized production on a pay-as-you-go basis, with nohold. A similar AT&T study suggests that messages intended for his or her store alone. contract or fixed monthly charge.more than 70 percent of business calls are Music for different moods, seasons or eventsplaced on hold for an average of 45 to 60 can be incorporated, as well as multiple “There are so many on-hold systems outseconds per call. languages and special accents. there, but what I like is that dealerships don’t have to lose the personal touch of connectingNumerous studies have also been conducted What should the messages convey? This with customers while they are on hold,”analyzing callers’ behaviors when they are is limited only by the imagination. Don’t said Horrigan BMW Dealer Principle, Daveput on hold. About 90 percent of callers be afraid to be creative and entertaining Horrigan. “On-hold messaging just helpswho hear silence while on hold hang up — make the caller really enjoy what he or in our overall marketability. Every little bitwithin the first 40 seconds, and 30 percent she is hearing. Dealerships can advertise helps.”of callers who hang up may never call back. financing promotions, sales events, new Telephone on-hold messaging is a conceptWith music, callers tend to stay on the line model features, dealership hours, etc. every dealership should be taking advantagean additional 30 seconds, but when callers of to both retain callers and deliver effectivelisten to a human voice while on hold, On-hold messaging systems are not new, but marketing. Advancements in technologythey are apt to stay connected nearly three early devices were very unreliable. The first have made on-hold solutions easier to useminutes before hanging up. devices consisted of an endless-loop cassette and more affordable than ever before. playing on a simple tape player, requiringMany businesses have tried to address the constant maintenance and suffering from Amy Clark is a public relations and“on-hold” issue by playing broadcast radio. frequent quality and breakdown problems. marketing specialist for Applied MediaHowever, playing music over the phone If even the smallest change was needed, the Technologies Corporation. She can berequires the payment of music royalties, and entire message had to be re-recorded. CD- contacted at 866.626.7118, or by e-mail atthose who neglect paying these royalties face based players, introduced in the 1990s, are aclark@autosuccessonline.com. 28 www.sellingsuccessonline.com
    • sts fos ls ms sf fis SeanWolfington leadership solution My Country ‘Tis of Thee Yes, sweet land of Much of what these perceived heroes have hero; they just begin to do what is instinctive liberty, America: one accomplished was for the welfare and good of to them. True heroism simply means facing nation under God, others rather than for their own self-centered every day with courage and tenacity, no matter indivisible, with liberty needs. Can you think of someone who how extraordinary or perhaps unrecognized and justice for all, the possesses these characteristics? the task may be. It means doing the best you land where my fathers can with what you’ve got — to make morallydied, the home of the free and the brave. It is important to provide colleagues with responsible choices every day.America, the beautiful, a sovereign nation examples of positive role models and heroes,built on the heroism of great leaders and the so that they may realize their own potential We are all drawn to stories about heroes - storiesselfless sacrifice of thousands of unspoken and develop their own strength of character. that grip us and bring us to tears -because weheroes. Recognizing how individuals display tenacity all have something written deep in our hearts. and courage in the face of adversity is vital to We realize that the greatest things in life comeAll of us have been influenced by heroic the development of ourselves as individuals at a precious price - sacrificial love.leaders at some point in our lives. We have and to the building of teams within anbeen guided by great and infamous leaders, organization. Join me in honoring this great country of ours,and we have been interiorly affected and our founding forefathers, the countless heroesformed through the witness of the profound What enables people to become heroes? The of the past, and the brave men and womenacts of heroism of ordinary people unfolding journey begins from the moment we are born. of the present and future who continue tobefore our eyes in the face of horrific tragedy. We all receive some kind of a calling that lay down their lives in the name of libertyThere are as many definitions of leadership moves us out of the ordinary world across a and justice, letting freedom ring from sea toas there are numbers of leaders, but to most threshold into another realm. It is in this higher shining sea. God bless America.people, a “hero” is readily defined as someone state of being that the virtues of our souls arewho commits an act of remarkable bravery or unleashed, and we discover the fortitude and Sean Wolfington is the general manager ofwho has shown great courage or strength of courage needed to make a difference in the BZResults.com, an ADP Company. He cancharacter, even at the risk of death or public lives of the people around us. True heroes be contacted at 866.802.5753, or by e-mailhumiliation, regardless of the sacrifices. are the people that do not think about being a at swolfington@autosuccessonline.com. CREDIT REPORTS LEAD SOLUTIONS COMPLIANCE TOOLS ID VERIFICATION Lead Prospector Solutions Know ‘em. Reach ‘em. Close ‘em. First Advantage CREDCO, the leading provider of specialized credit reports, offers Lead Prospector Solutions – a powerful suite of lead generation tools. From highly-motivated bankruptcy and subprime leads, to targeted demographic and Internet leads, we have a leads solution for every prospect so you can close more deals! 866.745.2485 CREDCOServices.com Delivers Lead Prospector READY-TO-BUY INTERNET Online Consumer Leads 30 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JeffMorrill sales and training solution ‘I Don’t Want to Consider That Car...It Has Too Many Miles’ Sometimes the only where you feel comfortable, and a great car find the perfect price. “If we could save you car you have in stock, at a great price that has everything you want an additional $500, would that make you feel or will fit a budget, except one thing. Do you reckon you’re as better about the mileage?” has more miles than close to the perfect car as you’re gonna get?” the prospect says he Jeff Morrill is co-owner of Planet Subaru wants. This is a reflex • Discount — Discounting should be the last in Hanover, Mass., and Planet Chryslerobjection, typically not well thought out. Slow resort, because it costs a lot compared to good Jeep Dodge in Franklin, Mass. He can bedown and help your prospects understand why sales technique, which is free. However, if you contacted at 866.872.8699, or by e-mail at can’t find the mileage, then maybe you can jmorrill@autosuccessonline.com.an odometer reading shouldn’t stand betweenthem and the right car.• Find out how a customer defines “lowmileage” — “You said you were lookingfor a low-mileage used car…what does‘low miles’ mean to you?” Without asking WHEN IT COMESthis basic investigating question, you don’tknow whether he’s talking about 10k or 75k.Everyone has a different definition. TO YOUR CAMPAIGNS• Don’t rule out a car right away justbecause the prospect says he won’t considerit (especially if it’s the only car you have MORE IS BETTER!that’s close to fitting his needs) — “I know it Multiple message types in your marketing efforts can create up tohas a few more miles than you would like, but a 10 % lift. And that means more potential returns. MarketView360before you rule this one out, I would like you to is the leader in multi-channel marketing systems. Find out how wesee it. I’ll be back in a few moments.” The eyesees what the mind buys. Seeing the car, and can help you get more!driving it, could change his mind.• Convert an irrational objection into WORK SMART. MARKET SMARTER.something logical that you can deal with— “You say 60k is too much? How muchwouldn’t be too much? 45K? That’s only about The Most Intelligent Multi-Channel Marketing System On The Planetone year of driving and you save thousands ofdollars over one with lower miles.” 1.866.591.4238 www.marketview360.com• Show your prospect that wear on a caris not simply measured by the odometer— “A thoroughly reconditioned car here with60k is likely in much better condition than acar at XYZ motors with 45k because we keeponly the nicest cars and then recondition them.You care about the miles because you want thecar to last, right? I’ll get the service records toshow you why this is the right car for you….”• Remind prospects how long modern carslast — “Did you know that the average car inAmerica today is over nine years old? Therewas a day when cars barely made it to 100k.Modern cars are engineered to last muchlonger. We routinely service cars in our shopwith over 200k, and a few with 300k. A carwith 60k is still early in its life cycle.”• Put the mileage objection into context— If you can’t overcome the objection, thenput the objection into context. “You wanted alate-model, low-mileage Outback, automatictransmission, with a cloth interior. The oneI have in stock has all this, plus a few extramiles. But you’ve found a great dealershipthe #1 sales-improvement magazine for the automotive professional 31
    • sts fos ls ms sf fis PaulLong sts fos ls ms sf fis RalphPaglia Measure Success marketing solution marketing solution Integrated Search Marketing at Every Step Funnels Additional 174 Units All things being clearly displays your vehicle inventory and From your total leads, determine how many Using the online or offer most likely to get their attention. for creating a continuous analytical study of equal, the traditional allows customers to submit requests that will appointments your staff is able to set, and tracking technology of Why pay for the wrong ads to appear in online customer trends and patterns. way that dealers be responded to in a timely manner — this is how many of those appointments show. behavioral targeting, front of customers, or worse yet, pay for have measured their your first order of business. This is your Appointment Set Ratio (Total Courtesy Chevrolet ads to show up in front of non-buyers? By Who Can Use Behavioral Targeting? success year-over- Appointments/Total Leads). Analyze Internet has increased unique using new technologies to identify and track Consider this: Would knowing which key year is by the number You should measure your advertising and Leads and Phone Leads separately, becauseof cars they sell. After all, it would stand to branding success by how many visits you are they are different types of leads. Your Internet visitors to our Web site from 1,551 to a which people are doing research on specific search words and what Web sites are visited byreason that if I sold 20,000 cars last year, receiving to your Web site and the number leads should be around 25 to 30 percent, and phenomenal 81,672 in just 12 months. By categories of vehicles, and then analyzing people buying specific categories of vehiclesand I finish off this year selling 21,000 cars, of phone calls you are receiving each month. your Phone Leads should be 40 to 45 percent. measuring and understanding the online these characteristics to communicate more — allowing you to target the right messagemy business is growing. It’s also logical to The best scenario is to measure unique If your dealership is not setting appointments behavioral patterns of consumers in our relevant offers to the right people, we are with the right content at the right time to thelook at this month’s sales and compare it to visitors rather than total visits, because this at this rate, your staff needs help in learning region, Courtesy Chevrolet has successfully able to generate the desired response to right customer — make your advertisingthe same month last year. It’s a quick shot, is a better gauge as to how many people how to set appointments rather than trying to identified and then focused on serving marketing objectives. Broad generalizations more effective? Or, maybe this: What typesit’s simple and, if we’re growing, it makes are responding to your advertising efforts. sell the car over the phone. specific messages to different categories and vague messages don’t cut through the of dealerships would benefit from knowingus feel good too. Additionally, use unique phone numbers to of car buyers entering the market. By only clutter of sales pitches consumers receive the online behavioral patterns of their best track ad response and branding. You should Once that appointment shows, you can paying for our online ads and sponsored every day. The right message at the right customers, and therefore, have the ability toThings aren’t always equal though. You look at the total number of unique visitorsmeasure your Sold to Show Ratio (sales/may be selling more cars, but you may and phone calls each month to assess your shown appointments). Expect this ratio to links to appear in front of consumers likely to time works better than the wrong messages craft messages that will attract new customershave also hired twice the staff to sell those advertising efforts. be around 40 to 45 percent. By doing a true purchase a vehicle, we have increased sales delivered in massive volume by spending who have those same characteristics? Theadditional cars. You may have and profits by maximizing the effectiveness more money than other dealers. answer is simple — behavioral targeting cansold an additional 1,000 cars while Internet Unique TTL Conversation TTL % APPT TTL % Show TTL Sold % Sold/ of our advertising dollars. help all dealerships more effectively achieveat the same time losing market Summary Visits Leads APPT Show from Sold Show Although there are many dimensions their marketing goals of increasing trafficshare. And most importantly, your Dealership 1,000 50 5.0% 15 30.% 11 73.3% 5 45% It is common practice for dealers to track and to behavioral targeting, at the heart of and sales by improving the efficiency of theirratio of cars sold to the amount of monitor levels of customer satisfaction after behavioral targeting is an understanding- advertising dollars.people that walked through your doors may Look at these numbers monthly and daily to analysis, you will be able to uncover some the sale to ensure that their dealerships are based investigation of consumers’ actualhave gone way down. This means you’re assess spikes in Web and phone traffic due to great opportunities for growth that will providing top quality service and building online behavior and patterns, which can be The Next Stepactually working harder for FEWER sales. increased advertising efforts. help everyone sell more cars. For example, perhaps you don’t have a true sales process. a loyal base of customers; but, how about used to increase online advertising results. As behavioral targeting becomes one of thoseOne of the best and most detailed ways to Second, measure the amount of actual leads Here is an opportunity to create one. achieving a new level of customer retention One facet of using behavioral targeting to trendy buzz words, like search marketing (forknow if your dealership is experiencing you get from those visits and phone calls. and profitability by tracking their online make online advertising more effective is example) and takes the automotive digitalsuccess is to measure every step of your This is your “Conversion Ratio (Leads/ The important thing is to assess where you behavior even before they make the decision that it enables dealers to select and bid on marketing world by storm, making sure thatsales process, from advertising all the way Visits)”. If your Web site allows customers to are today, and see if you can increase some to buy? There is a new dynamic approach to key words that are more likely to be used by your dealership has the right people using theto the sale. And surprisingly, with the right enter personal information which qualifies as of these ratios while keeping the others the online advertising that allows dealers to place a dealership’s target audience. Another use right technology becomes more importanttools it’s not that hard. Let’s break it down a lead, then you are easily able to determine same. By doing this, it can mean serious the right message in front of the right customer of behavioral targeting is to track which Web than ever. Choose a digital marketing partnerand measure: your Conversion Ratio. Analyze your Phone revenue to your bottom line. Look at all of at the right time called behavioral targeting. sites are visited more often by car buyers that has proven knowledge, experience and • Advertising and branding success Conversion Ratio (Phone Leads/Phone Calls) the numbers in the process often and with during the 30 days before they bought a results in the automotive industry to help you • Ease of Web site and the strength of your separately from your Internet Conversion a critical eye, and you will understand your people to get customer information Ratio. business better and how to help it grow What is Behavioral Targeting? vehicle, then targeting those sites for placing create and achieve your dealership’s online • Success in setting quality effectively. In order to elicit desired responses from online the dealership’s ads. This allows dealers marketing goals. Through this advanced appointments Your Internet Conversion Ratio will help marketing campaigns, dealers first need to to group a list of Web sites into categories strategic science of tracking and studying the • Success in your salespeople adhering you determine how easy your site is to For a free report template for you to assess identify which customers are most likely that are targeted for ads showing offers for online behavior of qualified car buyers, your to the sales process navigate. Experts will tell you that a 10 your dealership at every step, send me an e- to be interested in their messages contained vehicles likely to be purchased by visitors dealership can know virtually everything percent conversion ratio is acceptable, mail or give me a call. within the ad. Placing an ad for a Silverado to those sites. Understanding the online about your best sales and service customers’First, measure your advertising and however in my experience the industry one-ton truck in front of a 20-something who patterns of specific types of car buyers helps intentions.branding. As you plan, keep in mind that average is more like six to seven percent. lusts for a supercharged Cobalt SS with 20” dealerships to predict a customer’s activities,branding requires a longer-term strategy The Phone Conversion Ratio allows you to Borelli wheels is unlikely to get the reaction and then deliver highly relevant messagesthan advertising. The payoff for branding, measure how well your staff is capturinghowever, is longer sustainability for your customer information. The most important Paul Long is the president of the we want. Behavioral targeting technologies to the right prospects during specific time Ralph Paglia is the CRM/eBusinessefforts. Your advertising should always thing to remember is to determine where re:member group. He can be contacted at allow us to show online ads to car buyers periods. As dealerships realize the increasing director at Courtesy Chevrolet. He can beclearly display your Web site. If you don’t you are today, then assess how you can 866.630.0221 or by e-mail at when they are likely to be interested in a importance of understanding their customers, contacted at 866.883.9250, or by e-mail athave a functional Web site — one that increase as the ratios increase. plong@autosuccessonline.com. vehicle, and serve up the ad for the vehicle behavioral targeting will become a foundation rpaglia@autosuccessonline.com. CRUSH THE COMPETITION WITH THE LARGEST MAILER ON EARTH ENJOY HUNDREDS OF QUALITY UPS & LEADS IN YOUR SHOWROOM! AND WE’LL INCLUDE AN EXTRA 5,000 MAILERS FOR FREE NO TEAMS! NO COMMISSIONS! EVERYTHING IS INCLUDED!!! WHEN YOU BOOK BEFORE 8/31/07 New customers only on qualifying events. 34 www.sellingsuccessonline.com the #1 sales-improvement magazine for the automotive professional 35
    • sts fos ls ms sf fis DavidThomas sales and training solution Presentation is Everything One of my favorite the prizes to be bartered. Their presentations If you took a moment and looked around shows as a kid was skills captivated your attention. They could your dealership, you would probably find Monte Hall’s “Let’s make a ten-dollar toaster just as appealing that the top performers have better than Make a Deal.” The as a new refrigerator. It was the presentation average demonstration or presentation skills. game show contestants that made unsuspecting contestants trade Being an effective communicator is also a would negotiate down for prizes. It was a fun and entertaining key ingredient.his/her way to a better prize. Two young show that demonstrated the benefit of greatattractive female assistants would present presentation skills. Here are some tips in developing your presentation skills: 1. Analyze wants and needs to present the right product the first time. 2. Never present a dirty or untidy product. 3. Separate from the pack. Pull the vehicle out – make it stand out. 4. Stage presentations on the curb, parking area or a location with a scenic surrounding. 5. Preset an appropriate AC/Heat setting in the car before your guest gets in. Keep the fan on a low setting to enable the customer to hear you during the demo drive. 6. Preset a neutral FM station, or create and use a demo CD. I recommend a good jazz or movie soundtrack (something upbeat and majestic for impact). 7. Engage their senses of touch, smell, and visuals. Use colorful adjectives to describe features (i.e. supple leather, pearl paint, elegant maple wood trim, 8-speaker surround sound effect, sky-view/moon-roof, projector style headlamps, aerodynamic styling, dual- comfort automated climate control, lumbar seat adjustments, etc). 8. They sit; you adjust seat, steering wheel, seatbelt and mirrors. Cater to them. 9. Make the experience fun and entertaining. If you don’t offer a captivating presentation, the next salesperson will. Besides watching top performers in your dealership, go outside the industry for some powerful tips. I recommend a trip to a Neiman Marcus or Nordstrom. Try on a suit or fine shoes to observe the associate’s presentation. Your dynamic presentation will give you an edge and help you to the closing table, not to mention making your career a lot more fun and rewarding. David Thomas is the owner of Subaru of Dallas. He can be contacted at 866.429.6803, or by e-mail at dthomas@autosuccessonline.com. 36 www.sellingsuccessonline.com
    • sts fos ls ms sf fis DebbieAllen sales and training solution How to Boost Your Sales Confidence Before you can sell except for the meaning you give it. You and anything successfully, you alone determine if you’re going to be you must first sell your worthy. It’s simply your perspective. If you ideas, your wishes, say you’re worthy, you are. If you say you’re your needs, your not worthy, you’re not. Don’t buy into whether ambitions, your skills, you are worthy or not.your experience, your products and services—you must be absolutely SOLD on you. Keep building your confidence by feeding your mind with positive affirmations. YourYour confidence will never fail you. What can confidence guides you easily toward reachingfail you are those things in which you place and exceeding your goals. You can do anythingyour confidence. if you think you can. People will respect you and have confidence in you too, because youIn selling yourself successfully, absolute are worthy of respect and confidence.confidence in YOU is a must.Confidence, in turn, breeds courage. Thisbeing true, you must make sure that your Recognize thatself-confidence goes to work for you, because whether you arein selling ourselves, we are putting ourconfidence in ourselves. worthy or not isWhy is this so important to be successful all a made-upin the auto sales business? Because if you belief. Nothingdon’t have confidence in yourself, how canyou expect prospective customers to have has meaningconfidence and faith in you either? except for theYou are what you believe. You are what you meaning youthink. give it.Successful salespeople have confidence intheir abilities and knowledge. Unsuccessful Accept that your subconscious mind issalespeople, on the other hand, expect to guiding, directing, and prospecting mentallyfail. They lack confidence in themselves and materially for you. Once you do that, yourand their abilities. Because they lack the subconscious mind will automatically directconfidence in themselves, they see obstacles you toward complete confidence and wiseand are unwilling to take the risks involved decision-making.to become more successful. You develop a positive mental attitude byIt’s normal for everyone in the auto sales being good at what you do, by being prepared,business to occasionally question, have doubt, by understanding the realities of what it takesand subsequently lose confidence regarding to succeed, and by having the self-disciplinethe superiority of their company, product, to base your actions on those realities.service, offers and even themselves. Hence, the success cycle is self-perpetual: theDuring those times of doubt, it’s important to more prepared a person is, the more confidentthink back to all your successes, how you felt they become; which translates into a naturalat that time and why you felt that way. Let positive mental attitude; which, in turn, buildsthose positive feelings recharge and revitalize self-confidence.your beliefs that you and what you are sellingare indeed the very best. Start right now by taking the action necessary to develop more confidence and watch yourEveryone has confidence in something. career soar.YOU and YOU alone have the responsibilityto change old programming and beliefs. Debbie Allen is an author and professional speaker. She can be contacted atRecognize that whether you are worthy or not 866.467.4104, or by e-mail atis all a made-up belief. Nothing has meaning dallen@autosuccessonline.com.the #1 sales-improvement magazine for the automotive professional 37
    • sts fos ls ms sf fis BobCarmack sales and training solution How to Hire, Train and Develop 20 Car-A-Month Salespeople, Part 3 Last month I discussed visit the dealership, they will usually drive to comfortable. Remember, this person also the very direct, hard- the side of the dealership, the back of the lot, has indirect eye contact in the beginning, core, bottom-line, etc. — anywhere we can’t see them — and mainly because they don’t trust you early demanding, overly get out and walk the lot. Why? They don’t in the sale so the behavior is to look away aggressive and like pressure or confrontation, and they don’t from you. By backing away, it reduces the assertive Type “A” know what they want, so their pattern is to perceived “pressure” and causes them tocustomer. This is one of your best customers look at everything — cars, trucks, SUVs, raise their head, their eyes, and within aonce you understand how to communicate used cars…. Their other pattern is to drive couple minutes they will probably look andwith them. This month, we are going to the lot in the security of their car. We walk speak directly to you.examine the Type “C” customer. Amiable, out to the car and they keep driving slowlynon-assertive and non-aggressive, the Type past us without even a glance toward us. You Use their name, followed by a leading“C” customer is 180 degrees opposite the know they’re saying to each other, “Don’t statement to get and maintain eye contact. OneType “A”. look at them. If you look, they’ll come over of the major things we do incorrectly with this to the car....” person is ask them “open-ended” questions.A reminder before we begin, if we close Why? Because all the old automotive trainingaround 25 percent of our customers, this Controlling And Communicating courses say to ask open-ended questions tomeans we lose 75 percent of the customers With The Type “C”: everyone. Open-ended questions start outthat walk into the dealership. If you learn When, and if, the Type “C” gets out of the “Who, What, When, Where, Why and How,”to communicate with this customer, you can car, they will start walking the lot. If you and command a response or a decision. Ifnearly double your closing ratio (and your notice a customer walking (usually with you are an indecisive person, open-endedsales). their head down) the lot and looking at questions won’t work because this person everything, approach them slowly. The first can’t give you a direct decision most of theLet’s start with getting to know and how to thing we need to do is start them saying “Yes” time. If we ask this person a question such as,become the typical Type “C” customer. This vs “No”, ie. “Hi, how may we assist you?” “What type vehicle are you looking for?” orcustomer wants to buy but will do anything or “Can I help you?” or “What can I show “How do you want your vehicle equipped?”and everything to convince us otherwise. you today?”. All these similar greeting will these questions require a direct response andAnd, they are the most difficult with whom almost always result in the customer saying, decision, so their response 90 percent of theto gain rapport, develop a conversation, gain “No, just looking,” or “No, I don’t need any time is “I don’t know, I just want to look....”your trust, guide through the sale, and close help, I just want to look.” The conversation If we continue this questioning, the persontoday — but it can be done. starts out negative and usually goes downhill will perceive this as pressure (too many questions they can’t answer) and will pushCharacteristics: away from you. In the “Meet & Greet” after the handshake we say, “So John, you’re just Amiable Non-Assertive Non-Aggressive doing a little shopping and looking around Non-Competitive Indecisive Indirect today, right?” This causes them to start the Very Patient Friendly/Shy Polite conversation with a “Yes” vs. “No”. Emotional Looker/Thinker Lot Walker Non-Confrontational Needs Assurance Hates Pressure Let’s Start Discussing the Key Controls With the Type “C”:Body Language: Ask choice questions and give them no more Eye Contact is 100 Handshake; Soft or Won’t Shake Walk; Slow, Looker, than two or three options to select an answer. Percent Indirect Walks the lot Remember, indecisive people must be lead, Talk is Slow, Indirect, Gestures: “Thinking” Hands or Chin, Forehead, Back of Neck, which means that you have to make their Evasive Face Strokes Face decisions for them in a non-confrontation format. An example after first meetingHow They Process Information: from here. We usually give them a business them is to say, “John, when you are readySlow — they need to think about it and talk card and say, “Well, if you need help, I’ll be to consider a vehicle (take the pressure off),with others for approval. This is an emotional happy to assist you.” will you be considering a car, truck or SUV?”decision for them; they must trust you. They Depending on their answer to this question,are payment buyers 99 percent of the time. Try this: use the extended greeting by the conversation will take a sharp turn to the keeping your distance and say, “Welcome “right” or to the “left.” The answers and a lotPatterns When Entering The to ABC Motors, my name is Bob and you more next month.Dealership: are....”. Additionally, accompany this withSince the Type “C” is non-confrontational, the extended handshake by simply keepingshy, and non-aggressive, they rarely drive your distance and, once you shake hands,up to the front door, hop out of the car and step back several feet. When a person is Bob Carmack is president of Carmackintroduce themselves. This customer hides non-confrontational and non-assertive, & Associates, LP and is a professionalfrom salespeople. They are the customers getting too close too early can cause this speaker and trainer. He can be contactedwho come out after we leave the dealership customer to leave now. Backing up a at 866.393.8221, or by e-mail atat night or the day we’re closed. When they few feet simply makes this person feel bcarmack@autosuccessonline.com. 38 www.sellingsuccessonline.com
    • sts fos ls ms sf fis SeanV.Bradley sales and training solution Maximize Your Lead ROI A lead is an opportunity between 45 and 60 days for an Internet to do business. In customer. What does that mean to you? That order to maximize the means there is also a residual flow factor to lead ROI, you must the leads you are purchasing. For example, have two things. The if you generate about 400 leads between first is that you need to the OEM, your third party providers and align your sales strategy with the source of your dealership Web site and you close 10 the leads you are purchasing. percent this month, what happens to the others next month? Where did the other 360 Some leads are higher quality than others, leads go? Most of those leads are still viable but the most important factors are where, opportunities. The following month you why and how the lead is generated. Before generate another 400 leads plus your left over you purchase or change any lead provider, 360 leads for a total of 760 leads. That is a you must go to their site. What do you see? lot of leads to follow-up, not very realistic to Do they provide pricing? Do they feature adhere to proper follow-up protocol without new or used vehicles? How are your vehicles an ILM/CRM. ranked in a comparison tool? You need to have a standard operating You should also take a look at how the lead is procedure in place for every task related to generated. What information is required? Are how to respond to the leads, follow-up cycle, there banner ads for competitors? Are there how long you follow up for and what you other services like financing? These are all are going to say. Not just policies for fresh important factors for you to consider. The leads leads, but also processes to convert lost sales that you purchase must fit within the strategy opportunities to service customers. You also you are his cure that you have established for your operations. need to retain ownership of your sold leads to prevent buying them all over again. That strategy should include the radius (locations), target market (new, pre-owned, Let’s say you have all of that in place, it’s special finance) and it should be built around still not enough. You need the right people realistic averages. If you purchase 100 leads, in place trained and with the right skill set. you will close a certain amount. Let’s say a The Internet sale is truly a phone sale. Most modest 10 percent. That means you will have of the work will be done over the phone. You Juvenile Diabetes delivered 10 units. That still means that you need to make sure your staff has the right will not sell 90 other people that month. What people for the job. Are they pleasant and affects millions Mary Tyler Moore makes the difference beyond 10 percent and smiling? And you need to make sure they International Chairman and causes long- 15 percent is not usually the lead — it’s the have the proper infrastructure in place to term complications like blindness dealership handling them. support the initiative. Can your team follow- and kidney failure. Not to mention up all the fresh leads for 60 days. What In order to get the most from your leads, about appointment protocols and follow-up pain and worry no kid should have you need to create an environment where process? to live with. But we’re closer than you implement industry best practices. Here ever to a cure. Your help makes life- are some aspects of components you need to A lead is an opportunity to do business. have in place at your store: Regarding your Internet department, a third- saving research possible. • Have an ILM/CRM tool. party provider is instant gratification. They Call 1.800.533.CURE or visit • Your ILM/CRM has to be set up did the hardest part and found you a prospect. www.jdrf.org. properly. They are providing you with the opportunity • Have a trained staff to do business. Now, it is up to you. What are • Have a standard operating procedure you going to do with that opportunity? for everything you do • Put the right people in place and enough of them to do the job • Utilize all of the reporting capabilities from your third-party lead provider, as well as from your ILM/CRM tool Sean V. Bradley is the founder/CEO of Dealer Synergy, Inc. He can be contacted You absolutely need a good lead management at 866.893.1394, or by e-mail at CRM tool. The average buying cycle is sbradley@autosuccessonline.com.40 www.sellingsuccessonline.com
    • sts fos ls ms sf fis RichardF.Libin sales and training solution Seven Steps to Success Making Sure Your People Succeed Every salesperson has with the knowledge they need to become the ability to change valued resources to their clients. their behavior and sell more cars regardless Curiosity of external forces. Curiosity and enthusiasm spark interest. These Seven Steps to With a plethora of technical advancements,Sales Success, when followed consistently, constantly changing products, services,will improve closing ratios, job satisfaction warranties and practices, it is easy to beand financial rewards for salespeople and the overwhelmed. An active curiosity helpsdealership. salespeople keep up with these developments. In addition, curiosity and enthusiasm areSingle-Mindedness useful tools when it comes to asking clientsThe salesperson’s job is to help find the the right questions. An enthusiastic, curiousright vehicle and the right price for each salesperson can easily learn about clients,individual customer. By keeping this in mind their requirements, interests, lifestyle andand by setting and monitoring their goals and desires, all critical information required toobjectives as part of a daily routine, they can help spark excitement in customers and finddevelop a single-mindedness that allows them the perfect car.them to focus and ultimately succeed. EmpathyUnderstanding Empathy is defined as the ability toHaving a deep understanding of the job, appreciate the customer’s challenges fromthe product, warranties, etc., is often taken their point of view. Salespeople must take thefor granted. Salespeople must include time time to identify with each of the customer’sin their daily plans to follow consumer concerns in a genuine manner and walk inbuying trends and news that can impact their their shoes, if they want to meet or exceedclientele, and to understanding what drives their expectations, and ultimately succeedtheir sales, motivates individuals to purchase, themselves.as well as the challenges and concerns thatprevent obstacles to closing deals. State-of-Mind A positive state-of-mind or attitude is critical. Regardless of the individuals, circumstances or how the day is going, a An enthusiastic, positive state-of-mind is essential. Not only curious salesperson will this help keep salespeople focused on their clientele, but it can help turn a potential can easily learn negative customer or situation into a positive about clients, their situation and even a sale. requirements, Structure interests, lifestyle Structure can help every member of a team and desires, all ensure not only their own success, but the critical information success of a dealership, as well. If team members can rely on established processes required to help that help them develop plans, work in spark excitement in tandem with their team and support each customers and find others efforts, then success is surely the only possible result. them the perfect car. Keeping these Seven Steps to Sales Success in mind and developing action plans can beContinuous Learning the first step on the road to a profitable andIn the automotive business, there is no “status productive career in automotive sales.quo.” Learning must be a constant goal andsuccessful salespeople seek opportunitiesto learn with each encounter they haveevery day — customers, friends, colleagues Richard F. Libin is president of Automotive— and to learn about new features, models Profit Builders, Inc. He can be contactedand other changes from manufacturers. at 866.450.6853, or by e-mail atContinuous learning equips salespeople rlibin@autosuccessonline.com.the #1 sales-improvement magazine for the automotive professional 41
    • sts fos ls ms sf fis MarkTewart sales and training solution Swim With a Dolphin One idea to improve to have those great experiences and recharge customer. When you recharge your batteries, sales that most people your batteries. You seem to have a different you allow your mind to give and receive don’t want to talk perspective after a vacation. answers it cannot do when you are tired. about is the ability to recharge your Have you ever skipped taking time off So often our culture promotes the theory batteries. Salespeople because of a lack of money or time? Consider of hard work. I believe you don’t havewho run on low batteries don’t perform as the mindset that creates a perception of a to associate work with being hard. Thewell as when they are charged up. Recently, lack of time or money. To replace a mindset connection that links up in your mindI went with my family on a cruise and had of scarcity and lack, you must first take the about work being hard and a grind can bea fantastic trip. We went scuba diving in time to step back, evaluate your thoughts counterproductive. Every salesperson willGrand Turks and, during the dive, had three and actions that have caused the scarcity and say there are times when they are on a rolldolphins come up to us and play with us for begin to change those thoughts and actions. and in the flow and everything they touchmost of the dive. The dive masters on the trip Often, I think we all get so caught up in day turns to gold. I don’t believe those timessaid it was a once in a lifetime experience to to day actions and challenges that we lose are accidental. I believe those periods ofnot only see the dolphins but to have them our best perspective. seemingly easy success are attributableplay with us for so long. to previous thought and actions. Those Proper rest is one of the key ingredients to successful thoughts and actions are easierWhat if we had decided not to take the trip? good health. Proper rest includes the mind to achieve when you are rested and clear ofWhat if our fears had kept us from becoming as well as the body. A few years ago, I made anything blocking your mind or body.certified divers years ago? I have never left a the choice to get one more hour of sleep avacation saying I should take less vacations. night. The difference in my vitality of mind Our culture tends to lend a great amount ofI have forgone vacations before because of and body was remarkable. Waking up with macho to the theory of hard work. The theorybusiness or other concerns. I think that’s a clear mind and body can change your of resting, thinking and recharging yourshortsighted thinking. Vacations allow you appearance and first perception of you by a batteries is looked at as weakness by many. In the last several years I have found the quality of work is more important than the endurance. Bad thoughts and actions done over a longer period of time can never be site traffic webes its nor spike as productive as good thoughts and actions r ma d over a short period of time. Ou tim lr 5 Parkinson’s Law theorizes that work fills to 2 “ . up to the time allotted. The more time you ate allow, the more you find to do. The question .” is what are you really doing? I would invite you today to analyze your time in one hour time slots and observe your most > Matt Lamoureux, Acton Toyota dominant thoughts and actions. Secondly, I would advise you to be very careful to look IMN Loyalty Driver™ is a turnkey e-marketing service that drives out for time wasters. Time wasters can be interest, sales and customer loyalty. Customized, trackable email people, processes and normal activities you communications provide tangible results for dealerships across may not be paying attention to. the country. A couple of examples: How much time do you spend answering cell • 15 test drives scheduled within the first hour after an phones, checking e-mail and doing redundant IMN Loyalty Driver e-newsletter was sent. tasks? You might be amazed at what you • 90 phone calls in a month as a direct result of one IMN find. Create a plan to eliminate the things Loyalty Driver e-newsletter. from your life that are not productive and Looking for results like these? add to your stress. Never forget to recharge your batteries. Maybe even go swimming Call 866.964.6397, ext. 214 or email ASGSales@imninc.com. with the dolphins. Drive customers in…For sales, for life. Mark Tewart is the president of Tewart Enterprises. He can be contacted at 866-964-6397 imnLoyaltyDriver.com 866.429.6844, or by e-mail at mtewart@autosuccessonline.com. 42 www.sellingsuccessonline.com
    • Certifi ed en V d o r ti Ce fi ed HerbChambers.com Sheehy.com en V dor RickCase.com HarveyAutos.com Walser.com HouseofCourtesy.com Tasca.com RedMcCombs.com Custom Websites CRM System Search Engine Marketing Auction Manager Build A Car Module eMail Marketing Virtual Test Drives Voicemail Marketing Inventory & 360 Tours Ad Tracker Online Advertising In-store Training Customer TouchSM Outsourced BDC ServicesCall Today For Your FREESearch Marketing 866.348.9661 Free CRM Biz Plan Analysis Free In-Store Consultation Free SEM Analysis