AutoSuccess Jun04

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

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

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AutoSuccess Jun04

  1. 1. Coming In July...AutoSuccess Radio - Live Weekly Training Sessions America is the Land of Opportunity An Interview With Russ Darrow Three Powerful Words to Sell More Effectively How to Get More Customers to Buy From YouJune 2004 Values, Advantages & BeneÞts756 South 1st StreetSuite 202 PRSRT STD US POSTAGE Strategies for a Successful Meet and GreetLouisville, KY 40202 PAID Lebanon Junction KY PERMIT NO 215 10 Tips for Recruiting Sales People Successfullya division of Systems Marketing, Inc. www.autosuccess.biz
  2. 2. Everett Chevrolet and Dealix Corporation Customer Service is theDealix Name of the Game he auto industry is notorious for being slower than most when it comes to change. One example is that automotive spends more on advertising than any other industry, but comes in 17th when it comes to investing in connecting with consumers on the Internet. With this reputation, you might think a car dealer who has been in the business for 28 years, of all people, would also be reluctant to make changes to the way things are, especially if things are going pretty well. This is far from the case with Dav’ahnn (pronounced “Dah-von”- his Mom is French and his Dav’ahann Cartas (sitting), Evertt Chevrolet’s Internet Director and Tim Fuller (standing) Dad Greek) Cartas, Internet Director working to Þne-tune their Internet sales process. for John Reggans’ Everett Chevrolet in Everett, Washington. What Cartas embodies is the perfect blend of the and the drive to do things better. First wanted to build a first-class Internet neo auto dealer: he has a zest for a salesman, and then a sales manager, department at Everett. Cartas said he new ways of connecting with auto Cartas worked his way up, and after made the move to Everett strictly for consumers and selling cars, combined being in the business for 23 years, he its excellent reputation. with an unwavering belief in good realized the Internet was the place to An Internet department of a sorts already existed at Everett, but it was Customer service is the name of the “limited in structure and success,” game and when I worked for a dealership, explains Cartas. With the full support and backing of Fuller, who Cartas I knew Dealix was doing it right. credits with having the foresight to create and develop Everett’s Internet program, Cartas turned the Internet old fashioned customer service. This be. “I had to do it because no one else program into a goldmine for the combination has enabled Everett to was doing it,” he admits “Honestly, I dealership. In their best month, they scale great heights and be a leader in think people were a little scared. It sold over 60 cars via the Internet, but the online automotive channel. was risky.” Eventually, Cartas was have set a goal to sell 100. The key to recruited to Everett Chevrolet. Tim Everett’s success is the team, Cartas Cartas’ expertise in the Internet Fuller, Everett’s GSM, had a similar says, but he admits, “The Internet channel was born of a natural curiosity insight with Cartas – he knew he is deep and tenacious work. The
  3. 3. ADVERTISEMENTaverage ISM lasts in his or her job for to Jeff Ezeir, Dealix’s Regional Sales consumer responses back to dealers Dealixonly seven months. And in the Pacific Manager and point person. “Jeff is in able to help them increase closeNorthwest, I’d say it’s more like two like a consultant for us,” says Cartas. rates. “Dana sent me an emailmonths. It takes dedication, a positive “He is a very important source for the once,” recalls Cartas, “when weattitude, and teamwork to succeed.” latest industry news and information. got a complaint from an Internet He’s got his finger on the pulse of customer. Dana was right on it, andWith the help of Fuller, Cartas what is happening in the Internet she sent me an email saying, ‘Mr. Cartas, this kind of complaint can be deadly for a dealership’s reputation. I have already followed up with this customer on your behalf, but you need to call him right away.’ I was so impressed, I thought - this lady is really on the ball!” Both Dealix’s Ezeir and Cummings are auto industry veterans. Ezeir is an expert in the Internet leads space, having been in the business for as long as consumers have been going to the Web to research cars. Cummings has extensive experience working in dealerships, starting out as a sales person over 20 years ago, and eventually moving to customerJeff Ezeir is a Senior Regional Sales Manager for Dealix Corporation service because she enjoyed that more than selling. Cummings joined the Dealix team because “customer service is the name of the game andrecruited another Internet manager automotive channel, and I rely on him when I worked for a dealership, Iand also trained four more floor for that.” knew Dealix was doing it right.”sales people to specialize on Internetcustomers. He also provides special “What’s most important,” continues There’s one big word in this business,”Internet pricing, information on Cartas, “is that Jeff is not a stranger. says Cartas, “and that’s ‘follow-up.’vehicles, and selected lead providers. We’re in continuous contact. He Follow-up means you develop a exercises service and response, relationship with the customer. AndFor a dealership with very specific and that’s what I like. Because, it’s the key factor with the Internet isstandards for how it treats and caters minutes in this game; not hours, and honesty. The Internet had created anto its Internet customers, Everett was Jeff understands that.” environment where you must providehad equally lofty standards when it integrity and information for thecame to choosing its lead providers. Dealix Account Manager, Dana customer. Everett Chevrolet knowsFor its new car leads, their provider of Cummings, is also available to this, and so does Dealix.”choice was Dealix Corporation. provide support and service to Everett when they need it. Regularly“We believe the key to superior surveying consumers who submitservice is to give good information leads through Dealix’s auto portal, Dealix Corporation is located inand you’ll get good information InvoiceDealers.com or one of its Redwood City, California. For moreback,” says Cartas. “This is why I like many partner sites, the lead provider information, contact: Rao Wu, Dealixworking with Jeff,” he says, referring is able to communicate specific Sales Director, at (866) 253 – 5064.
  4. 4. manager I N S I D E driventeam operation uccessrevenue automobil solutions 8 Three Powerful Words to Sell More Effectively Brian Tracy 9 profitprofessional More Customers Will Buy From You Steve Hiatt10 How to Hone Your Writing Skills for Sales Success Dawn Josephson sales12 Values, Advantages, & BeneÞts Zig Ziglar13 Strategies for a Successful Meet and Greet Lydia Ramsey14 I Want to Think it Over... Jim Adams16 America is the Land of Opportunity An Interview With Russ Darrow Patrick Luck20 10 Tips for Recruiting Sales Poeple Successfully Mark Tewart22 Walk Around Presentation Terry L. Isaac24 10 Tips to Prevent the Afternoon Slump Jerry Teplitz26 Website Tips to Boost Sales Dennis McDonough27 Ragsdalecars.com Tom Gravel Proverbs 3: 5,6 Patrick Luck, Editor & Publisher • pat@autosuccess.biz Trust in the Lord with all your heart, Susan Goodman, Vice Presidentand do not rely on your own insight. 756 South 1st Street, Suite 202 • susan@autosuccess.biz inventory In all your ways acknowledge him, Louisville, Kentucky 40202 Thomas Williams, Creative Director • thomas@autosuccess.biz and he will make straight your paths. Toll Free: 877.818.6620 Courtney Hill, Advertising Services Facsimile: 502.588.3170 • courtney@autosuccess.biz Web: autosuccess.bizGod Bless America Success Driven Solutions Kelley Humkey, Advertising Services • kelley@autosuccess.biz dealerAutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 orinfo@autosuccess.biz. Subscription rate is $75 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorialsand graphics are subject to editing for grammar, content, and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; viewsexpressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccessmay occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA.Postmaster: Send address changes to AutoSuccess Magazine, 756 South First Street, Suite 202, Louisville, Kentucky 40202.
  5. 5. Who are you prospecting? Stop wasting money on prospects gone cold. Heat up your direct mail campaigns with the automotive industry’s best alternative to registration data–Total Market Predictor™ (TMP™)* . TMP identifies WHAT is currently parked in the garage; WHEN a household is in the market for a new or used vehicle; and HOW MUCH a household is likely to spend on its next vehicle purchase. Prospecting lists fueled by TMP work harder to: • build showroom traffic • sell more vehicles • gain new and used vehicle market share • increase parts and service business • reach your ultimate prospects Put an end to cold prospecting resulting from privacy and data restrictions. Call R. L. Polk & Co. today at 1-866-521-4234, or contact your agency and insist on Total Market Predictor. *Total Market Predictor™ is a highly accurate statistical model based on current registration data (title information in CA). ©2004 R. L. Polk & Co.
  6. 6. profit solution ADVERTISEMENT scott Scott Joseph By joseph Amazing marketing “tool” helps Dealers and General Managers who use direct mail increase their net profits 30% to 100%! Are your direct gives you huge marketing advantages But J&L can, and J&L does. Our statistics mail promotions over all your competitors. tell us that for the last 3.5 million pieces producing of mail delivered, the Response Analysis consistent and Now, you’ve heard the cliché… has helped our dealer clients sell an improving Information is what? Right. Information average of 33 cars for every 10,000results or are they falling short of your is power. If you could look back upon pieces of mail delivered!expectations and declining with each the history of thousands of promotions,promotion? Most dealers who use direct examine the mailing lists, read over the The Response Analysis is the mostmail are still searching for the elusive direct mail letters, track what worked, powerful marketing tool in automotivecombination that produced record- what didn’t, who bought, who didn’t, advertising today. Find out whybreaking results like their Þrst direct mail and why… would this be powerful J&L’s dealership response ratespromotion. information to you? have increased 72% in the last two years. This combined with unequaledThe number one objection we hear when The reality is every direct mail promotion professionalism and customer support isprospecting for new dealer clients is that produces both good and bad results. The why 94% of all J&L customers continuedirect mail doesn’t work anymore. When problem is being able to easily recognize their relationship with us for years.we ask why most dealers say, “My market which is which. That problem is solved!is saturated” or “It only attracts gift Now you can have all the information Just ask them for yourself. Rickseekers” or “The people who respond are you need to ensure success at the touch of Hillman from Hollingsworth Mazdanot buyers.” a button. says, “J&L Marketing’s direct mail program is the most cost-efÞcient form ofI agree with all these reasons because Imagine being able to know immediately advertising that I have seen in the thirtyif a direct mail promotion is not well which market areas produce results years that I’ve been in the car business.”thought out from start to Þnish it will not that exceed your expectations and morework. This brings up a question! And the importantly which ones to avoid. Simply Pat Fogerty from Classic Toyota says,question is… asking the computer… “How do we “We have used J&L Marketing for years generate more trafÞc and sell more cars?” because of their continual support andHow can you eliminate all the elements J&L’s proprietary Response Analysis excellent results. This is an invaluableof a promotion that do not give you the System directs us toward those activities service.”return on investment you need and at the that bring success, and away from thosesame time improve on the aspects that that don’t. We reÞne the offers, prices, Billy Gordon from Patrick Chevroletproduce exactly what you want? That’s strategies, locations, and even the days of says, “We have been running with J&Lthe real question isn’t it? If you could the week that bring the highest return. Marketing for four years, and we caninvest advertising dollars only where attribute more sales to them than anyyou see great results and eliminate what Our analysis allows us to produce ever- other form of advertising. J&L is the mostdoesn’t work, how many more cars could increasing levels of success. Since professional company I’ve worked withyou sell? How much money would you the market is a lot smarter than we since I began in the car business 18 years ago.”make? are, we don’t go by hunches, opinions, or gut feelings about how to improve You too can start experiencingI’ve invested a small fortune to develop performance. We rely solely on the consistent results from the mostthe marketing “tool” that will provide numbers to tell us “where to from here.” professional marketing companyyou the information that is necessary right now by contacting my ofÞce atto produce the results you really want How can anyone make recommendations 866.856.6782 and asking for Lisa Wilson.and could quite possibly increase your to you without the validation of facts, Or e-mail her at: lwilson@jandlmarketsales with each promotion from this day statistics and numbers? How can anyone ing.com. As soon as you contact us weforward. J&L Marketing is the only Þrm implement a growth strategy based will begin to create a growth strategywith this unique capability. It allows us on hunches and guesses, rather than unique to your organization, producingto research and analyze your promotions this powerful analysis program? It’s more proÞt, more volume, and morefrom over 100 different perspectives and obvious…they can’t. satisÞed customers. www.jandlmarketing.com
  7. 7. sts ms ls fis lr BrianTracy sales and training solution Three Powerful Words to Sell More Effectively There are three The first is the word feel. For example, a new vehicle?” or “How do you feel about powerful words that “How do you feel about that?” is a very leasing?” you can use as you easy question to answer. It is almost proceed through the impossible not to express a feeling when The second and even more significant word sales conversation in asked for one. A few other questions to gain is think. When you ask, “Do you think this order to have the most an emotion response from your prospect would be better than what you’re currently successful results. are, “How do you feel about shopping for driving?” you are asking the person to take a much more definite stand. People are sometimes a bit more hesitant to answer a “think” question but they are much firmer DEALERS MUST BE in defending their position once they have. “Carefully ON TELEVISION! phrased questions are powerful tools in every part of See why over 100 dealers nationwide have the sales process.” INCREASED SALES MORE THAN 30% IN LESS THAN 90 DAYS WITH TELEVISION! The third expression is in your opinion. The word feel is soft, the word think is harder, and the words in your opinion are the most We produce nearly 4,000 commercials definite and specific of all. When you ask, a year from our studios. We give you “In your opinion, is this the best choice of vehicle for what you want?” you are asking unlimited, high quality television campaigns the prospect to take a definite stand. and promotions FREE. With computerized media buying technology, we buy television as Once a person has stated their opinion on a subject, they are locked into it. They almost much as 30%-40% more effectively than any always will defend and justify their decision media buyer in the nation and give you rather than change it. Carefully phrased UNLIMITED TV CAMPAIGNS questions are powerful tools in every part of the sales process. The more of them you AND PROMOTIONS! have and the better you use them, the more Call for a FREE demo tape and information. competent you will appear and feel, and the more sales you will make. Use feel during the early part of your Larry John Wright, Inc. sales conversation. Focus on getting good information rather than trying to sell. Automotive Advertising Second, move to asking questions using the words think and in your opinion later in the conversation when you want a definite “America’s Premier Automotive Advertising Agency” answer or you are moving to close the sale. 1-800-821-5068 Brian Tracy is the Chairman & CEO of Brian Tracy International. He can be contacted at 866.300.9881, or by email at btracy@autosuccess.biz. 8 subscribe today at www.autosuccess.biz
  8. 8. sts ms ls fis lr SteveHiatt sales and training solution How to Get More Customers to Buy From You Walk arounds - the the features of the car to have a versatile point where the buyer presentation. Be ready to make the engine does the mental part a performance engine, an economy engine of buying before or a dependability feature so that you can considering the tailor your presentation to your customer. financial aspects of The paint can be both appearance related,his/her purchase. Almost every manager and dependability related, or environmentallysales person has heard phrases like: Explode related. The key is your knowledge andthe car! Get them involved! Build value. But preparedness.the question is how? Customer involvement: you are their curePrepare: The best way to build value in theWalk arounds are where customers do about presentation is to question and confirm80% of the buying. The interesting thing is the value of features you highlight withthat each customer is really keyed into about your customers. This includes using yes20% of the features: the ones important to questions such as, “Isn’t it great that thethem. Prepare investigative questions in doors have child safety locks to protect yourorder to discover what is most important to family?” and “Now that you’ve sat in thethe customer. Asking questions is the best driver’s seat, the lumbar is perfect for yourway to learn how to base your presentation: back, isn’t it?”What do you drive now? The other part of involvement is making aWhat do you enjoy about it? feature, advantage, and benefit presentation.What might you like to change about what If you only show your customer theyou are driving? vehicle’s features, you will only make theWhat else would you alter? car seem more expensive. However, when you show them the advantage of that featureDid you want something basic or loaded and how it benefits the customer, then youwith options? have effectively minimized the price andAre you looking for a manual or automatic? maximized the value of the automobile.Are you interested in a new or usedvehicle? This would be illustrated by: These kids and • Showing a feature millions moreSet the stage: • Dramatizing the advantage Mary Tyler Moore International Chairman have JuvenileOnce you have asked enough questions • Gaining customer agreement in theto confidently select a vehicle based on benefit. Diabetes, a disease thatthe needs and wants of your customer, it’s threatens their lives every day.time to set the stage. I suggest a friendly “Sue, this vehicle is equipped with anti-lock None of them can outgrow it.statement like, “You know, based on what brakes. The advantage is that these brakesyou’ve told me, I think I have the perfect will not lock up during emergency braking But we’re closer than ever tovehicle for you. Let’s go get it.” Go get the conditions giving you the ability to brake a cure. Please, help us makevehicle. You want to separate the vehicle and steer, so that you have a better chance life-saving research possible.from all the others, so that you and your of avoiding an accident and staying out ofcustomer are without distraction. Ignore harm’s way. Doesn’t that make you feel Call 1.800.533.CURE or visitloud-speaker pages, turn off cell phones and safer? www.jdrf.org.focus on your customer. When this process is understood, preparedShow it: and practiced by you, more customers willPractice your walk around. My staff starts at buy from you. The key is to prepare andthe hood of the vehicle and works counter- have your customers’ best interests in mind.clockwise, so that the customer winds up onthe passenger side last, in order to step intothe automobile and be shown the interior Steve Hiatt is the Owner of Five Starfeatures. Mitsubishi. He can be contacted at 866.265.5616, or by email atIt is best to have familiarized yourself with shiatt@autosuccess.biz.june 2004 9
  9. 9. sts ms ls fis lr DawnJosephson marketing solution How to Hone Your Writing Skills for Sales Success Write with the when you read a document out loud, you’re 3. Start from the end. same expertise the activating your sense of hearing; your The more you read something, the more professionals do in brain will concentrate on each individual your brain begins to memorize it. If you read order to hold a reader’s word rather than a visual cluster. Now you a document over and over, you eventually attention. not only see missing commas, incorrect get to the point where your brain knows words, or subject-verb disagreements, but what’s coming next, so your eyes go intoGood writing skills are just as important to you can also hear when something sounds scan mode. While you think you’re reallysuccess as is the ability to locate prospects out of place. This way you can catch more reading the document closely, your brain isand close deals. Without good writing skills, errors and produce a written document that only picking up key words and drawing onemails, prospecting letters, thank you notes, engages your reader. memory to fill in the blanks. So even thoughand even ad copy may very well undermine your 50th read-through confirms that yourthe professional image you work so hard to document is error-free, your reader (who hasachieve. 2. Rely on yourself, not your spell-check. never seen the document before) will quickly While spell check can locate and correct spot errors you have scanned across.You don’t have to be a professional editor to misspelled words, it can’t catch the wordswrite effectively. In fact, there are a number spelled correctly but used incorrectly. Mix things up for your brain. Read the lastof self-editing techniques professional writers Words like: right/write, meet/meat, you’re/ sentence of your document first just to checkuse to catch errors. Use these guidelines as a your, there/their/they’re, no/know, plus for things like sentence structure, grammarway to proofread your own writing so you others. Such words, called homonyms, are and spelling. Then read the sentence abovecan make all your printed materials reflect often immune to computerized spell check and so on. By treating each sentence asyour professionalism. features. a stand alone unit rather than as part of a flowing document, your brain will not1. Read your work out loud. be anticipating the next memorized line.After scanning the document silently, As you reread your document, both silently You’ll catch more errors when you look atread it aloud and really listen to the words and out loud, pay special attention to known the individual elements of your documentyou’re saying. Is it east to read? Will people homonyms and read out your contractions. instead of focusing on the overall content.understand it? Is it a run-on sentence? Is it If your text reads, “You’re guaranteed a freeinteresting? saftey inspection,” proofread it, this way 4. Go to the experts. when you write a sentence like, “You’re You may have a dictionary and a thesaurus,When you read to yourself, you’re relying on complete satisfaction is guaranteed,” you’ll but do you have a good grammar guide?only your eyes to catch the errors. However, be able to catch it. Anyone who produces written documents can quickly improve his/her writing simply by referring to a grammar guide for writing tips. Your local bookstore has many guides available. Browse through a few to determine which one adequately addresses LOWER TELECOM AND UTILTIY COSTS BEGIN HERE your particular writing challenges and goals. Utility Audit Services reviews telecom and utility invoices for billing errors Some guides focus specifically on grammar that result in refunds for you. The audit of your telecom and utility invoices issues, while others pay particular attention can be a win-win event with savings ranging from 10%-50% to matters of writing tone and style. Choose a guide you’re comfortable with, refer to We do not charge a fee for our services. it often, and watch your skill as a writer We work on a contingency basis. improve. No Refunds/Savings – No Fee “I was very pleased with the results Utility Audit Services gave us. Their staff was instrumental Better Writing Now in reducing our telecom costs. The audit was done in a timely manner with minimal interruptions Practice self-editing so every written to our daily operations.” document you produce showcases Jim Hadley, Jim Hadley Chevrolet your knowledge, competence, and professionalism. Your customers will be “Utility Audit Services approached us with a money saving idea. They told us that we were most unable to resist your written word, and your likely overpaying our local and long distance phone service. So we said prove it! After auditing our statements they proved to us that we were overpaying by 42% on long distance and 49% sales figures will soar. on local services. You can imagine our delight, we love to save money and we are so glad we did this!” Susan Goodman, Vice President, AutoSuccess Magazine Call toll-free Dawn Josephson is the President and Founder of Cameo Publications. She can 800.452.2942 to talk to an account executive. be contacted at 800.452.4806, or by email at djosephson@autosuccess.biz. 10 visit us online at www.autosuccess.biz
  10. 10. d 20 ea pg R e: rti cl Dealership improves from 40 units a monthA to over 300 units in less than 12 months! Do you believe there is room for your sales team to improve thier results by a minimum of 25%? Do you believe an improved sales process could increase your gross proÞt at least $200 per unit? “I went from being a small used car dealer in a beat up trailer to selling 100+ units a month with a lot more gross proÞt and building a new building in one year - Tewart Enterprises is a big reason why it happened.” Chad Hawkes, Dealer - Hawkes Motors Co., Pryor, OK “I received 130 fantastic ideas from a one day seminar. By far the best program I’ve been to.” Rick Sandoval, GM - Sims Buick GMC Nissan, Warren, OH. “This program changed my life and career. Thanks!” Dwight Whitead, Manager - Toby Murry Motors, Newport, OR. “Totally unique. This is the best information out there. Everyone in the business needs this information. A person would be nuts not to use Tewart Enterprises, Inc.” Tim Houseburg, Mayes County Chrysler, Mayes County, OK. Call Now for a FREE special report and matching audio on how to recuit, hire, train and keep a dream team of sales people! or visit 888 2 TEWART 8 8 8 . 2 8 3 . 9 2 7 8 www.tewart.com
  11. 11. sts ms ls fis lr ZigZiglar sales and training solution Values, Advantages & BeneÞts Computers help us 1. Use these words on every customer you communicate your benefit. A bridge save time. They interaction. statement can be as straightforward as, help us save money. There are three very powerful words “The benefit to you is _________.” It is They provide us that you should use on every sales call. your responsibility, not the customer’s, with entertainment When you use these words, you assure to interpret the worth of your product or and make our lives yourself that you are in a selling mode service. When you use bridge statementsgenerally easier. If another invention and not a telling mode. These words are: you can assure yourself that you are sellingcomes along that gives us better time and values, advantages and benefits. If you benefits.money savings, we will leave our old can condition yourself to use these words,computers behind and invest in this new you can better interpret the worth of your What this means to you is ________.technology. products and services to your customer. You’ll like this because __________. These phrases contain selling words: The benefit to you is ____________.You see, we don’t want computers ---wewant what computers do for us! We want Mr. Jones, the value of our service Your customers don’t want your product orthe solutions computers offer us. We want contract is _____________. service; they want what it will do for them!the values, advantages and benefits of Ms. Smith, the advantage of four- You are responsible for demonstrating thecomputers. Our customers are the same. wheel drive is ___________. worthiness of what you sell.They want what our products and services Bob, the benefits of our comprehensivewill do for them. coverage are ______and _________. Does this work? Only if you do. Good luck and good selling!When we are solving our customers’ 2. Use bridge statements to prepare yourproblems and challenges this week, we customer for your beneÞt. Zig Ziglar is the Chairman of the Boardneed to concentrate on selling “solutions” Bridge statements prepare your customer of Ziglar Training Systems in Dallas, TX.not products and services. There are a to hear your values, advantages, and He can be contacted at 866.873.0026,couple of ways to accomplish this. benefits. At the end of the statement, or by email at zziglar@autosuccess.biz. Would you invest 10 minutes each day for a 10 to 20% increase in sales? Over 300 successful dealerships are increasing their sales and CSI scores with ProResponse! FREE Follow-up every phone call, floor up, be-back. Stay in contact with ALL ups! FREE Drive website traffic to your store and track Internet prospects with Total E-mail Follow-up! FREE Total Database Management, Data Mining, Targeted Direct Marketing. FREE DAILY Management Reports with REAL data you can use to manage your people, Call us today at 1-800-453-8211, or see what our customers not your systems. are saying – visit www.proresponse.com! FREE FTC “Do Not Call” daily We do all the work – you reap all the rewards! Synchronization and Alerts to help you avoid receiving an $11,000 Fine! Follow-up every sold/leased customer for 5 years. Increase repeat sales, CSI, gain referrals and increase service traffic. Easy to own – On-Site Training - no huge up-front charges Limited Exclusivity! Call us before your competition does! AVAILABLE IN SPANISH! 12 successful solutions at www.autosuccess.biz
  12. 12. sts ms ls fis lr LydiaRamsey sales and training solution Strategies for a Successful Meet and Greet Use these simple Use the Þrst names will want to do business with you. When strategies for a only after they give you permission. you are confident of the rules for those successful start. Not everyone wants to be addressed initial encounters, you will have a solid informally on the initial encounter. It is start for long-term, profitable relationships. Smile. better to err on the side of formality than to Your facial expression offend someone right off the bat.says more than your words. Look as if Lydia Ramsey is the President andyou are pleased to meet the other person Your goal within the first few minutes Founder of Lydia Ramsey, Inc. She canregardless of what’s on your mind. Put a of meeting people is to make them feel be contacted at 800.452.5606, or by emailsmile on your face for the person standing comfortable and put them at ease so they at lramsey @autosuccess.biz.before you.Make eye contact.Looking at the people you meet says youare focused and interested in them. If youare staring off somewhere, you may appearto be looking for someone you might preferto come along.Introduce yourself immediately.As soon as you approach people you don’tknow or are approached by them, say whoyou are. Don’t stand around like someoneelse is in charge of introductions.Include a statementabout who you are when necessary.It is not always enough to say, “Hello,I’m Mary Jones.” Give more information.“Hello, I’m Mary Jones, welcome to XYZMotors.”Offer a Þrm handshake.Extend your hand as you give your greeting.The person who puts a hand out first comesacross as confident and at ease. Make surethat this physical part of your greeting isprofessional—no bone-crushing grips orwimpy limp-wristed shakes.Learn how tomake smooth introductions.In business always introduce less importantpeople to more important people. Example:“Mr./Mrs. Customer, I’d like to introduceyou to Eddie, my manager. Eddie, this isMr./Mrs. Customer and we drove the fourdoor.”Know who the more important person is.The client or prospect is more importantthan your boss.Pay attention tonames when you meet people.Concentrate and repeat the name as soonas you hear it, because you stand a betterchance of remembering it later.june 2004 13
  13. 13. sts ms ls fis lr JimAdams sales and training solution I Want to Think it Over... Believe it or not, “I • Looks like you have found your next leave to make sure the coverage is in place. want to think it over” van. When we get the details worked out how is the best thing that • This seems like the van you want to would you like to title your new van? could be said to a own. sales person before Sales person: Other than your wife/husband he/she presents the Isolate giving the go ahead we could wrap this upinitial figures. I guess what I’m asking is other than now? making sure that we keep the Þgures withinLet’s take a look why: your budget, is there any other reason why Customer: Sure, if she/he likes it we’ll • Because 90% of customers will we can’t send you home in your new van probably buy it. leave without buying if given figures now? before committing to purchase. Sales person: Good, lets get the paperwork • Because customers often use the I am sure one of your major considerations started and also see if we could meet with phrase as a stall. will be if we can make it affordable. So, your wife/husband to go over the numbers • Many times customers will mask the besides making sure that the numbers work with you both. When we get the details real objection with, “I want to think it out to your beneÞt, is there any reason why worked out how would you like to title your over,” because the sales person has not we shouldn’t just wrap up the details while new van? (99% of the time this is a real built enough rapport for the customer you are here? objection. Do everything in your power to to open up. get both buyers present before you present Overcome and close your offer.)Understanding these things will help sales • Customer: No, I guess if thepeople appreciate that if the customer is payments were ok we would take it. Sales person: So other than me proving tositting at their desk, they are ready to buy • No, if you can give me enough for you that our van is the best value, we coulda vehicle now. We also need to understand my trade we would do it go ahead and finalize everything today. Letthat the majority of the time, the sale is made • No, if I can do it with no money me ask you, what other minivans are youafter the fifth or sixth closing attempt. down and you can pay off my trade-in, comparing? we will do it.Let’s take a look at some closing techniques Know the competitive advantages onto use before you have given the customer • Sales person: Great. Fitting it into your everything that you sell. Running down thea price. budget is the easy part. When we get that competition only cheapens your product accomplished how would you like to and makes you look suspect. Show the“I just really need to think it over” title your new van? In just your name or customer in black and white using all would you both like to be on it? resources available to reinforce your valueAfÞrmation statement story. • That’s great, I’m happy to hear Overcome and close on the objections that you’re seriously considering our new come Sales person: As you can see this new van model. • Customer: Yes is the best choice for you and your family. • Super, buying a new van is a big • I need to check with my insurance Let’s get the paper work wrapped up so you decision, I’m happy that we’re in the • I want talk to my wife/husband can start enjoying your new van. When we running. • I need to check out the competition get the details worked out how would you • Fantastic, I know from whom you like to title your new van?” buy is as important as what you buy. The key to isolating the objection is removing it from all other things that will Remember the key is to continue to staySummary prevent you from closing the sale today. positive and clarify each objection, isolate it • So that it’s clear in my mind, you Again, remember the sale is generally made from all others and close on the objection. loved the van right? after the fifth or sixth closing attempt. • The captain’s chairs are going to work out for the kids, aren’t they? Sales person: Great. So if the insurance is • Great, and you’re going to love that reasonable and we can fit the payment into fuel mileage won’t you? your budget it’s a go? • You can see how that warranty will give you some peace of mind, huh? Customer: Well, as long as the insurance isn’t too high. Jim Adams is the General SalesAssumptive Statement Manager at Roper Kia in Joplin, MO. He • Sounds like we have found the Sales person: I’ll get the paperwork started can be contacted at 800.905.0627, or perfect van for you and your family. and we will call your agent before you by email at jadams@autosuccess.biz. 14 subscribe today at www.autosuccess.biz
  14. 14. Work smarter with ADP’s Tune-Up Training Program.At ADP, we’re committed to helping dealers make the most of theirtechnology investment. This focus has inspired us to develop a Available Tune-Upsnew training program that brings an ADP application expert directly Business Office: Service:to your dealership. We can improve dealership system utilization by • Accounting • Service Advisorfocusing on specific ADP applications or a particular job function. The • Office Manager • Service BookerTune-Up Training Program includes a comprehensive assessment that MIS: • Service Departmentwill help employees make the most out of their current positions and • Service Department with • MIS Dispatch or EROassist them by increasing knowledge and productivity levels. Parts: • Service Manager • Parts Department • Service Manager with ERO • Parts Manager System Administration:How the Tune-Up Training Program works • Special Order Parts • System Administration• ADP Tune-Ups include a custom assessment that will Sales: identify current system utilization. • Customer Relationship Management• Application experts will review dealership processes • F&I Manager and help implement “Best Practices.” • Finance & Insurance • Sales Department• The ADP consultant will offer an assessment at the • Salesperson end of training and outline a recommended plan for ongoing training and development. Get it atFor more information on the Tune-Up Training Program, contact www.DealerSuite.comyour ADP Sales Representative or an ADP Training Coordinator at866-535-8487 (U.S. and Puerto Rico), 800-387-8015 ext. 3724 (Canada).ADP, Inc-Dealer Services Group / 1950 Hassell Road / Hoffman Estates, IL 60195-2308 /www.DealerSuite.com / 888.424.6342 ©2004 ADP, Inc-Dealer Services Group / Printed in the U.S.A.ADP is a registered trademark of ADP of North America, Inc. SELL CARS, PARTS AND SERVICE PROFITABLY.TM
  15. 15. fs feature solution PatrickLuck America is the Land of Opportunity An Interview With Russ DarrowRuss Darrow was born in 1940, in of the largest. The Russ Darrow Group has AS: You’ve said in other interviews thatMilwaukee. In 1965 he moved to West been named one of the “Top 100 Privately you are living the American Dream. WhatBend, WI and, at 25 years of age, became Held Companies in Wisconsin.” Forbes do you mean by that?the youngest Chrysler dealer in the nation. Magazine has named his company one ofHe added his second dealership in 1967, in the 500 largest privately held companies in It means that America is the land ofAppleton, and three years later, the third, in the country. opportunity, where someone can start withWaukesha. nothing and with hard work and a little luck can work towards being a success. I’m Russ just completed three years asToday, Mr. Darrow serves as the chairman living proof of that. After my sophomore chairman of Junior Achievement ofand chief executive officer of Russ Darrow year at UW-Madison I was looking to Wisconsin, Inc., an organization that helpsGroup, Inc., a holding company that owns buy a car. I went to a dealership and after inspire kids about life and their potential19 automobile dealerships, 29 franchises negotiating with the sales man we struck a in America’s free enterprise system. He isand a leasing company. He and his wife of deal. The only catch was that they wouldn’t also a trustee of the Boys and Girls Clubs42 years, Susan, have four adult children take my car as a trade in and I had to sell of Greater Milwaukee and has been a long-Russ III, Wendy, Heidi, Michael, and 12 it myself. That’s exactly what I did. I fixed time board member and past president ofgrandchildren. it up, detailed it and sold it for more than the Kettle Moraine YMCA in West Bend. they would have given me at the dealership.Darrow is an example of Wisconsin family Russ and Susan are involved in many other That was more money in my pocket. That’svalues leading to success. Recently the organizations serving children and health where I caught the bug. I told my parentsRuss Darrow Group surpassed a total of issues, e.g. Children’s Service Society, that I was going to take a break from schoolover 200,000 vehicles sold at retail since the Multiple Sclerosis Society of Wisconsin, and try my hand at selling cars.first dealership in West Bend. As Russ likes Creative Sharp, ARC; as well as the arts into say, most of those sales were “one at a southeastern Wisconsin. I got a job at that local dealership, wheretime, face-to-face, person-to-person.” Russ I worked long and hard to learn the carstarted out as one of the smallest businesses Recently, we had the opportunity to ask business. Besides buying a house, it’sin Wisconsin and has developed into one Russ some questions. the most expensive thing most people buy. I learned early on that in order to be successful, a sales man must listen to what his/her customers want. In this day and time, the family car plays a critical role in every family. It takes parents to work, children to school and all of them to family vacations. Access to affordable transportation is critical to every day life here in Wisconsin. To be a part of making that life a little better has been pretty rewarding. Another trait of being successful is you must be aggressive, competitive, while not being afraid to fail. So after five years as a sales man, I felt I could take this approach and sell cars on my own. My parents co-signed a 50,000 loan for me with the bank, and just like that I was the youngest Chrysler dealer in the United States at the age of 25. 16 www.autosuccess.biz
  16. 16. “I’ve put my focus on my employees because I know if I motivate them and treat them the right way, they will in turn do the same to our customers.”From there, one dealership turned into returning service and support to my AS: Why do you think your experiencetwo, then into four, and now we’ve got 19 community has always been important. of being a car dealer would make youthroughout the state. Over 38 years I’ve qualiÞed to be a U.S. Senator?gone from selling one used car into 19 I would like to take my lifetime of businessdealerships and I have created thousands experience and community service to serve For nearly four decades my wife and I haveof jobs for Wisconsin residents. We now the five million people of Wisconsin. I lived in the real world. We’ve sacrificed andsell 16,000 vehicles a year. I’d say that’s a have been working hard to learn what is saved and in the process built the familypretty good example of living the American important to the voters across this state and business piece by piece from scratch. Fordream. to earn their support, and their vote, and in the last 38 years, we’ve lived taxes and exchange I am committed to returning their healthcare. We’ve put thousands of peopleAS: What’s the most important component voice to Washington. to work throughout this state. We’ve setto building a successful business? priorities, balanced budgets and made AS: Why did you decide to run for ofÞce at payroll and have more than 38 years, 2000People. Hiring, training, motivating and this stage of your life? weeks of experience of signing the checksgiving people the opportunity to advance are on the front and not just the back.critical. Treating customers as you would I’m at the right point in my life to be able towish to be treated. You have to be a good focus on that job and to do good things for As a U.S. Senator I will not only fight tolistener, caring, intense, accountable and be every person in Wisconsin. You might think keep more jobs from leaving, but also looka good leader. You have to be prepared to a senator can’t do that, but they can. Focus to bring additional industries to our statestand up for your beliefs and you have to on helping every person, just like I did in and nation, while working to retrain ourbe willing to take a chance. Together, these my business. work force so they can be competitive in atraits have helped me to grow our family global based economy.business from one dealership in 1965 with But the main reason that I’m getting intoeight to 10 employees to 19 dealerships this race is because I want my children and I’ve put my focus on my employeeswith approximately 950 employees. grandchildren to have the same opportunity because I know if I motivate them and to succeed in life that I’ve had. I feel it’s treat them the right way, they will in turnAS: Why would someone who has been so critical to have someone in the United do the same to our customers. I’ve learnedsuccessful in business now want to run for States Senate that truly represents the as a businessman, you have to be a goodthe U.S. Senate? people of Wisconsin. listener, a good leader, a motivator, and you must be open-minded. The way to get aheadOur family has always had a motto that we On September 11th we were attacked, in life is by being able to adapt. There is nohave followed – Learn, Earn and Return. thousands of innocent people died and one solution to all the problems we faceI have worked hard to follow that motto. we were forced into the war on terror. every day. Different problems sometimesThirty-eight years ago, I started by learning Wisconsin needs a Senator that understands need different solutions and a good Senatorabout the auto industry and along the way that. Our incumbent U.S Senator was the must realize that.through hard work and determination I was lone vote against the Patriot Act, designedable to earn a profit. But, over the years, I to track suspected terrorists. He also voted Furthermore, I have built my business bywas always able to return to my community, against the creation of the Department of being accountable and treating people withto give back. Homeland Security. I would have supported respect. I’ve spent the last eight months our law enforcement communities by giving traveling this state asking people what theyWhether it was through my involvement them the tools to fight the war on terror and want in a U.S. Senator and what they’vewith Junior Achievement, the West Bend keep us safe. To me, there is nothing more told me is that they want someone who notYMCA, or the Boys and Girls Club of important than the security and safety of only listens, but also hears their concernsGreater Milwaukee, giving back to my our country. Wisconsin needs a Senator that and is willing to do something about them.community has been a focal point of my puts his constituents’ interests ahead of hislife. Being involved in my community, own personal political agenda. continued on page 18june 2004 17
  17. 17. continuedAs a business owner I have always listenedto my customers. I believe there are toomany elected officials who ignore themajority of their state’s constituents. I’veseen the looks on the faces of thousands ofpeople throughout Wisconsin. They can’tunderstand why the incumbent Senator isconcentrating on campaign finance reformwhile our state is facing the loss of tens ofthousands of manufacturing jobs and healthcare costs in Wisconsin are skyrocketing.AS: What are the hot button issues you’ll beaddressing during your campaign?My campaign is focusing on three keyissues. First and foremost is national would vote to make the President’s tax cuts together to increase their purchasing powersecurity. We need to fully support our permanent. As a businessman I know that and tort reform. We must eliminate thetroops and law enforcement communities. tax cuts and incentives work, while tax hikes number of frivolous lawsuits that drive upSecondly, there must also be a concerted are job killers. When people get to keep the costs of healthcare in our country.effort to stop the flow of jobs out of the more of their own money, they put it backstate of Wisconsin. And last, but not least, into the economy. In the retail business, we AS: One more question for you. What kindsour state needs a Senator that will focus on see it every day. When the economy is faced of similarities are there between runningmore affordable healthcare for the citizens with another tax increase, it makes it harder a successful business and a successfulof Wisconsin. for businesses to hire more workers. It’s campaign? simple economics, I’ve learned in the realI know that without a strong national world. I would also vote to repeal the death I’ve been a sales and marketing guy all mydefense, nothing else matters. We saw what tax that currently punishes small businesses life and I’ve learned a couple of things overhappened to our economy after 9-11. As like the auto industry. We must eliminate the years. In business, in order to get youra U.S. Senator, I will make sure that our government created barriers that make it product out to the public, you have to thinklaw enforcement officials, and our troops, difficult for businesses like the auto industry outside the box and be willing to try newalways have the tools necessary to fight the to transfer from one generation to another. things. The same thing is true when runningwar on terror both here and abroad. for office. Finally, from my experience as an employer,From my experience in building my I know that we must work to make healthcare For instance, we created our own short filmbusiness and creating thousands of jobs, I more affordable. I would support increasing entitled, “The Right Russ: The Movie” toknow that low taxes help small businesses to medical savings accounts, associated health kick off the public phase of our campaign. Itcreate meaningful jobs. As a U.S. Senator, I plans that allow small businesses to pool was a huge success, premiering to a crowd of nearly 700 people at the Pabst Theatre in downtown Milwaukee just last month. In addition to that, tens of thousands of copies of the movie were shipped out to households throughout the state. Also, today’s world moves quickly and nothing moves faster than the Internet. Our campaign website is state of the art and allows volunteers interactive access to nearly every aspect of our campaign. To really appreciate just how diverse it is, I would encourage you to check it out at www.TheRightRuss.com. Patrick Luck is the Editor and Publisher of AutoSuccess Magazine. He can be contacted at 800.331.9507, or by email at pat@autosuccess.biz. 18 www.autosuccess.biz
  18. 18. Belinda Wortherspoon, Wolfington Group Call Center OperatorTHE BEST KEPT SECRET IN THE AUTOMOTIVE INDUSTRY!ASK YOUR 20 GROUP! 800.331.9361 Salisbury CHEVROLET P.O. BOX 2200 175 FREEMAN’S BRIDGE RD. SCOTIA, NEW YORK 12302TO ALL,IT IS MY SINCERE PLEASURE TO BE ABLE TO WRITE THIS LETTER FOR THE WOLFINGTON GROUP.ON MARCH 11th - 14th THIS YEAR, THEY CAME TO OUR DEALERSHIP AND HELPED US DELIVER OVER50 UNITS! THEY DID IT IN SUCH A WAY SO AS TO NOT UPSET ANY OF MY SALES STAFF AND AT APROFIT THAT WOULD MAKE ANY DEALERSHIP ECSTATIC. MORE IMPORTANTLY, THEY HELPED MOVEOVER-AGED INVENTORY, AND DID ALL THIS WITH GREAT INTEGRITY WHILE MAKING AN ENJOYABLEEXPERIENCE FOR ALL.I OBVIOUSLY WOULD HIGHLY RECOMMEND WOLFINGTON TO ANYONE WHO NEEDS TO MOVE ANADDITIONAL 50 - 70 UNITS AT A HIGH PROFIT AND CSI!THANKS WOLFINGTON GROUP, LOOKING FORWARD TO OUR NEXT SALE.YOURS TRULY, ANNA GERRITY, DEALER PRINCIPLE
  19. 19. sts ms ls fis lr MarkTewart leadership solution 10 Tips for Recruiting Sales People Successfully Sales people provide precise guideline of what the perfect recruit life for all companies. looks like, you can begin your process with If everything starts that in mind and then remove the emotions with sales people, it involved in interviewing. only makes sense to make sure that you are Tip 7: Payment plans satisfy base-levelrecruiting the best potential sales people needs of the potential recruit. Pay all recruits during training and guarantee themTip 1: Recruit from want, not need. Make a living wage during their learning curve.recruiting an everyday activity, don’t wait Many potentially good sales people are notuntil you need it. given the chance to ever enter the business. Lower the barriers of entry in order to findTip 2: Have a strategy to recruit people the best people.all the time. To orchestrate a successfulongoing recruiting program you must first Tip 8: Have at least 50 written interviewhave a game-plan. Plan and develop a flow questions. Don’t you show a sales personchart of your desired results. Write down how to profile customers? Preparation isthe obvious. You must know why you key to a good interview. Be ready withare looking to create a recruiting strategy. sub questions to the interviewee’s answers“When the why gets strong, the how gets that allow him or her to elaborate andeasy.” communicate in detail. A good interview will follow the 80/20-rule and allow theTip 3: Know who is in charge of recruiting recruit to speak 80% of the time.and his/her qualifications. People must beeducated on creating and orchestrating a Tip 9: Test and profile a potential salesstrategy that works. Don’t leave the who person. Anyone who has interviewedand how to chance. people has come across a great interview, horrible employee. A good recruitingTip 4: Newspaper ads – the Sunday paper strategy must utilize many tools to reduceis full of ads for sales people. If you plan the emotion and help to make a moreon using help wanted ads as part of your logical and quantitative selection. There arerecruiting, you must write the ad with many tools today that can be used to gaugethe mindset of the good sales person you the personality, sales aptitude, emotionalare looking to recruit. Use two age-old IQ, intelligence and just about anythingformulas: WIIFM – “What’s in it for me?” else you want to know about a possibleand AIDA – “Attention, interest, desire and future employeeaction” when creating your ads. Tip 10: Don’t hire people based only uponTip 5: Try using several avenues to recruit resumes. If you want to hire good salessuch as full color newspaper inserts, people, recruit and hire based on talentbusiness journal classifieds, a banner ad and attitude and teach them the necessaryon your web site, local colleges, Internet skills.job postings, radio ads, military bases, jobfairs and employee referral program. Never Recruiting and hiring effectively is aleave the vitality of your company to just continuous process that is both part scienceone avenue of marketing. You must build and being creative. Having a consistenta marketing web that has many marketing plan will make your recruiting a success.branches to attract good people. Mark Tewart is the President of TewartTip 6: Have an “ideal employee” profile. Enterprises. He can be contactedKnow who you are looking for before at 866.429.6844, or by email atyou find them. When you’ve developed a mtewart@autosuccess.biz. 20 successful solutions at www.autosuccess.biz
  20. 20. How do you know you’ve hired a winner, If you’ve never seen the applicant sell a car? Take your job applicants for a test drive in the car industry, before you hire them. The online Car Sales simulator™ can help you slash turnover costs and grow your sales by attracting and identifying the best salespeople in your area. It puts applicants into the shoes of an actual rep and scores them on how well they perform. This Wed-based tool from Hire the WinnersTM is: • Fully Inter-active with Video and Audio • An Automotive SpeciÞc Recruitment Tool • A Successful Training Tool • ScientiÞcally Proven to Identify Sales Winners Virtual Car Sales Simulator The Car Sales simulator™ identiÞes the top performers before they set foot on your showroom ßoor, scoring them on the seven most important traits of winning car sales people. Isn’t it time for you to hire the winners? “Hire The Winners has combined technology with psychology to help dealerships select the right salespeople, and it works!” Jonathan W. Dawson — National Sales Trainer “TAKE A TEST DRIVE IN THE CAR BUSINESS” TMFor More Information Go to: www.HireTheWinners.com or call: 877-W1NNERS

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