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Autosuccess Dec05

Autosuccess Dec05



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 Dec05 Autosuccess Dec05 Document Transcript

    • AutoSuccess Must-see Companies NADA 2006, page 4a division of Systems Marketing, Inc. December 2005
    • UST-SEE COMPANI O R ADA 200 L A N D O F L O R I D A American Auto Exchange: Delivering innovative solutions that streamline and maximize dealers’ sales operations to include: inventory optimization, Þnance menu, reporting, and dealer desking tools. Auto Dealer TrafÞc, Inc. is the automotive search engine marketing experts. ADT’s focus on SEO, Paid Search, and analytics has made it the premier company in the automotive arena. ADT’s proprietary technology analyzes your search marketing efforts easily. Count on us to give your marketing dollars a ROI! Established in 1999 Auto Internet Marketing has been generating both New Vehicle and Finance Leads of superior quality and content since the beginning of the Internet Revolution. Our unique marketing platform promotes FREE exposure for our Dealers, resulting in FREE leads every month! We look forward to speaking with you soon!BZ Results is a digital marketing & consulting company currently working with 8 of the top 10 eCRM Dealers of the year. BZ offers CRM,Web marketing, Search Engine & Email marketing, Websites, New & Pre-Owned, F&I, Service, Parts and specializes in BDC’s. BZset up the largest BDC in the world which sold 384 vehicles in one month. They also work with the #1 Pre-Owned eDealer, #1 HondaeDealer, #1 Chevy eDealer and the #1 eDealer Group in the world. HomeNet, Inc. is a technology provider offering online vehicle inventory solutions to help automotive dealers manage their vehicle inventory and increase online sales. HomeNet’s Inventory Online (IOL) system allows control of the acquisition, editing and distribution of vehicle data. IOL interfaces with all major DMS and broadcasts accurate vehicle inventory information and photos across the Web. Impact Direct develops innovative sited sales and direct marketing campaigns that light up your phones, Þll up your showroom and deliver vehicles. All with out taking a percentage of your gross proÞt. InterActive Financial Marketing Group offers new and used car dealers lead generation, direct mail marketing, CRM, advertising and Þnancing by leveraging it’s brands; Carloan.com, Autoloan.com, 1.800.CarLoan and IFMG Direct. J&L Marketing’s solid reputation as the industry leader for direct marketing campaigns is based on the strong relationships we form, focused marketing, and the increased proÞts we provide for our dealers. We take great pride in our expertise to build the best campaigns for your individual needs. This remarkable success that J&L provides for over a thousand dealers a year can be yours, too. We provide a fully integrated web-based software solution for F&I, leasing, special Þnance, BDC, inventory management and sales mangement reports. We also provide direct mail, Internet leads, credit hotlines and website hosting. TimeHighway.com is the premier, real-time, online service appointment scheduling solution. It will increase customer satisfaction and retention, service department efÞciency and revenue, load balance service bays and drive trafÞc to the dealer’s website. Are your customers returning to your dealership for scheduled maintenance? If not, let us help!!! Ultimate Warranty provides leading-edge service contracts and ancillary F&I products. More than 8,000 dealers have recognized the advantages and have beneÞted from selling Ultimate Warranty products. Stop by the booth, and Ultimate Warranty can show you how they are making a great thing even better in 2006.
    • FED UP WITH THEHIGHAGENCIES? OF AD COSTS SO ARE WE.ONE LOW FEE Plus YOU KEEP THE COMMISSIONS! We’re Force Media Group. Headquarted in Atlanta, Force Media Group is a nationally recognized Automotive Marketing company specializing in providing highly effective advertsing ideas to new car dealers across the country. With Force Media Group just choose the media package that works best for your dealership and leave the rest to us. As you will see below, whether you spend $25,000 per month or $225,000 per month, Force Media Group has an advertsisng package that will fit your needs. COMPACT MID-SIZE FULL-SIZE LUXURY MEDIA MEDIA MEDIA MEDIA UNLIMITED UNLIMITED UNLIMITED UNLIMITED AWARD WINNING AWARD WINNING AWARD WINNING AWARD WINNINGCREATIVE & PRINT CREATIVE & PRINT CREATIVE & PRINT CREATIVE & PRINTUnlimited Print For Newspaper, Direct T W O F U L LY S C R I P T E D (2) 60 SEC. RADIO SPOTS (2) 60 SEC. RADIO SPOTS AND PRODUCED Mail, Billboards, Magazines, Etc. ONE FULLY SCRIPTED AND PRODUCED (1) 30 SEC. TV SPOT Unlimited Access To Force Media 60 SEC. RADIO SPOTS 30 SEC. TV SPOT Complete Market Research & Analysis Event Packages WITH NATIONAL VOICE TALENT INCLUDES CUSTOM GRAPHICS, MUSIC & NATIONAL VOICE TALENT (3 BETA DUBS INCLUDED) Media Planning & Placement$ 1995 2995 3995 4995 PER MONTH $ PER MONTH $ PER MONTH $ PER MONTH NO MINIMUMS • NO CONTRACTS • NO HIDDEN COSTS Call Jim Fitzpatrick Today To Schedule A Presentation at Your Dealership M E D I A G R O U P 877-565-8240 visit us online @ ForceMediaGroup.com
    • 8 AutoSuccess’ Innovative Companies of the Year PartickLuckINSID The Complex Sale Today Are You Insane The Two Week Press Don’t Wait to Start Prospecting 12 13 14 16 BrianTracy ChrisHanson DavidKain AnthonyHall It is a Good Car, However ... 18 TonyDupaquier The Trust Power of Saying ‘No, We Don’t’ 19 DougHall The Power of the Steeple 20 PattiWood To Be or Not To Be, The Answer is in the Becoming 22 MichaelYork Draw Up Tomorrow’s Roadmap 24 TomGegax How Your Behavior Affects Your Staff’s Attitude and Performance 26 Beyond the Mission CarolArdell Sheehy.com Increased Leads More Than 300 Percent in 60 Days 28 How We Sold 414 Cars a Month Online RoyReutter Mediocrity is a Magnet 32 ChrisAlford Mail and E-mail Follow-Up, Part 2 34 JimAdamsNADA 2006 How To Build a Winning Team 35 MarkTewart Maximizing ProÞt 36 JeffAmegod Based Selling Organization 37 Stop by and see Is Your Dealership an Opportunity- JoshWeaver us at the NADA 2006 Convention at booth What Fuels Your Vision 38 ErikStuttz#3816 Behavior, Desires and Buy Signals 40 e-Newsletter Metrics Uncover Buyer BrianEpro Psalms 100: 4-5 “Enter his gates with thanksgiving, 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 and his courts with praise! Toll Free: 877.818.6620 Facsimile: 502.588.3170 Give thanks to him, bless his name! Patrick Luck, Editor & Publisher • pluck01@autosuccess.biz Susan Givens, Vice President • sgivens02@autosuccess.biz For the Lord is good; Courtney Paris, Sales-improvement Strategist his steadfast love endures for • chill-paris04@autosuccess.biz ever, and his faithfulness to all Brian Ankney, Sales-improvement Strategist • brian01@autosuccess.biz generations.” God Bless America Thomas Williams, Creative Director • twilliams03@autosuccess.biz AutoSuccess 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@autosuccess.biz. Subscription rate is $75 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content, and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. Always confer with legal counsel before implementing changes in procedures. © All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. 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 to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
    • PatrickLuck Innovative Companies Of The YearThis issue is dedicated to honoring theInnovative Company of the Year awardwinners. This year!s honor is awardedto companies in 2 categories: First,innovation in the service of suppliers andOEMs and second, innovation in servingautomotive retailers. Below we announcethe winners and we reveal the best practicesof the most innovative companies in theautomotive industry today.Announcing the WinnersOur winners deliver the most innovativeproducts and services for helping theirclients generate huge increases in pro"twhile growing their own business.Accomplishing this while achievingexcellent client satisfaction has earnedSAP and BZ Results recognition asAutoSuccess! Innovative Companiesof the Year. Criteria for Innovative Companies of the Year:SAP is the world!s largest enterprise Most innovative products & servicessoftware company and the world!sthird largest software provider. In theautomotive industry, they work with Growth in revenue, proÞtability & client base17 OEMs and 39 suppliers. BZ Resultscurrently works with 8 of the top 10 Company’s ability to increase productivityeCRM dealers of the year and they & proÞts for their clientshelp manufacturers and retailers usetechnology and training to improve Company’s client satisfactiontheir sales and service pro"ts.Innovative Companies entrepreneurs. Many of the Entrepreneur of McDermott is responsible for all ofNeed Innovative Leaders The Year winners have become household SAP!s business activities in the UnitedRecently, SAP!s President and CEO, names: Amazon.com, Southwest Airlines, States and Canada and managing theBill McDermott and BZ!s CEO Sean Enterprise Rent-a-Car and AutoNation. region!s more than 4,000 employees.Wol"ngton were named as "nalists in Wayne Huizenga, the founder of Prior to joining SAP, McDermott servedErnst & Young!s Entrepreneur of the Year AutoNation, was last year!s winner. as the Executive Vice President, Worldwideprogram. Ernst & Young created the Sales Operations, of Siebel Systems,annual Entrepreneur Of The Year® Award William #Bill$ R. McDermott is the an organization responsible for supportingprogram in the United States in 1986 to Chief Executive Of"cer and President customers in 37 countries, where he ledrecognize the most successful and innovative for SAP America, Inc. In this position, global sales and "eld operations. 8 To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz
    • Wayne Huizenga was named by Ernst & Young Bill McDermott, President & CEO of SAP, finalist in Sean Wolfington, CEO of BZResults, finalist in Ernstas “Entrepreneur of the Year” last year. Ernst &Young’s Entrepreneur of the Year award this year. Ernst &Young’s Entrepreneur of the Year award this year.During his tenure, he established a clear to help manufacturers and retailers lever- follow. Both companies experiencedvision to build the most professional, age technology to improve the customer dramatic growth while casting a new vision,customer-focused and consistently experience and increase their profitability, developing new products and serviceshigh-performing sales organization in the customer satisfaction and loyalty. and creating extraordinary growth forinformation technology industry. their customer partners. In the automotive BZ Results and SAP were among 4 finalists industry SAP is the clear leader forSean Wolfington is the co-owner and recognized for being among the most providing enterprise application softwareCEO of BZ Results. In this position successful and innovative entrepreneurs products for suppliers and manufacturers.Wolfington is responsible for all of BZ’s in technology today. “Few companies For Automotive retailers, BZ is a clearbusiness operations around the world. He have the passion and perseverance to turn leader for providing technology andstarted his career in the automotive industry a bright idea into a brilliant business like consulting to improve dealers salesin 1989, co-founded Cyber Car in 1999 the men and women recognized by the and service profits. Both companies haveand led the acquisition of Automark which Ernst & Young Entrepreneur Of The Year® enjoyed 10 quarters of dramatic growthwas later sold for an enterprise value program,” explains Ernst & Young. For because they have a customer-centricof US $200 million. In the past five years, 19 years Entrepreneur Of The Year has approach aimed at generating valueunder Wolfington’s leadership, BZ Results shone a spotlight on the entrepreneurs who, and creating a measurable ROI forhas grown 6000%. During his tenure, through their vision and vigor, have created their partners.he has built a clear vision and strategy enterprises that blaze trails for others to Congratulations, Innovative Companies of the Year! Newtown Square, PA Coventry, RI www.SAP.com www.BZResults.com To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz 9
    • The Automotive Technology Revolution It appears that BZ dealers are successful forAs publishers of one of the auto industry’s several reasons. BZ mastered search enginemost widely-circulated trade magazines, we and email marketing for their clients beforeconsider ourselves to be students of the car anyone knew anything about it. BZ clientsbusiness. This year we noticed a dramatic like their award winning websites and theirthe way technology is used by suppliers, best in breed CRM tools. “SAP Automotivemanufacturers, dealers and customers. As works with 17 OEMscustomers began using the web to shop for Bob Tasca at Tasca.com explains, “The and 39 suppliers.”vehicles rather than traditional advertising secret to the success of BZ’s system is thatsources, dealers responded by marketing they give us all of the tools and trainingonline and by using technology to better we need to get positive results without amanage and measure their customers and lot of effort. We need a simple strategy thatbusiness. Suppliers and manufacturers connects our entire business togetherhave learned to use technology to in a way that’s easy to implement or itimprove their productivity and make won’t work.” Mr. Tasca summed it upsourcing and building vehicles more when he said, “I do not want to work with of all sizes have reduced costs, improvedefficient. Technology has created a 15 different companies to get everything I performance, and gained the agility totidal wave in the automotive industry need to run my business. BZ’s system gives respond to changing business needs.and both SAP and BZ are helping their us everything we need to attract, sell andrespective customers stay on top of the service more customers profitably.” About the Awardwave to use its momentum to improve AutoSuccess honors Innovative companiestheir productivity and profits. SAP has more than 30 years in the business who inspire other businesses by pursuing of helping businesses grow. Founded in excellence in every aspect of their opera-About the Winners 1972, they are the recognized leader in pro- tions. We also honor the men and womenBZ Results was incorporated in 1998 viding collaborative business solutions for of these innovative, high-performingand in the last five years has become all types of industries and in every market. organizations who continue to blaze trailsthe industry leader in digital marketing, With 12 million users, 96,400 installations, for others to follow.CRM and consulting. and more than 1,500 partners, SAP is the world’s largest inter-enterprise software Innovative Company of the Year AwardBZ Results has grown 200-400% a company and the world’s third-largest winners can be nominated for next year’syear over the last five years and they independent software provider overall. SAP awards by contacting us at Innovation@Au-have increased their dealers’ sales has a rich history of innovation and growth toSuccess.biz. Next year we will be addingand service profits by up to 1000%. that has made them a true industry leader. additional categories to honor more innova- Today, SAP employs more than 34,000 tive companies that serve the automotiveBZ Results is a technology and training people in more than 50 countries. industry.company that helps dealers and manufac-turers find, sell and keep more customersWhen we learned that SAP worked All nominees will be evaluated rigorouslyprofitably. Their system includes tools and with 17 OEMs and 39 suppliers we wanted by an independent board of examiners ontraining for the following areas of the to know why. The first thing we discovered the following criteria: Most innovativedealership: Marketing, Digital Marketing,from some of their customers is that SAP products & services, growth in client base,Search Engine & Email Marketing, Websites, Automotive professionals are dedicated company’s ability to increase productivityBDC, CRM Tools, New & Used Car to providing the highest & profits for their clients and the company’sSales, F&I, Service & Parts. level of customer service client satisfaction. and support. In addition,When we noticed that SAP has effectively leveraged The evaluation process will include an8 out of the top 10 their extensive experience in in-depth review by teams of examiners toeCRM dealers of “BZ Results works other industries to deliver clarify questions and verify information inthe year were BZ with 8 of the top 10 comprehensive range of the applications. Most importantly, we willclients, we decided eCRM dealers.” solutions to empower every profile the winners in our special Award edi-to take a closer look aspect of automotive business tion that will reveal the best practices of theat the company. operations. Finally, we have best companies in the automotive industry learned that by using today. SAP solutions, automotive organizations 10 To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz
    • Does Your TrafÞc Suck?Last month I sent out an email Finally, I relented. I recruited anto my list of subscribers with the awesome staff of people and wecontroversial headline titled, “Does began to make things happen. Justyour trafÞc suck?” It created a recently, a dealer client of mine hascouple of negative responses from experienced $200,000+ in grosspeople who said that the title was proÞt in Þve days. The dealer isoffensive. My reply was then and right now almost doing cartwheelsis now – “Get a life.” All of us have because of the success of the eventheard the term “Sucking wind.” and how it is being handled and heWhat’s offensive about that? has rebooked us for another event in the future. The list of these typesI want to make two points. The Þrst of results is long.point is that the worst thing youcan ever be in marketing is boring. MARK TEWART The question is, do you want to doThat title that was considered Tewart Enterprises something about your weak trafÞc?offensive by two people out of the If these types of events are not for60,000 it was sent to. The other you, I certainly understand. If youpart of the story is that title and that trafÞc day after day. Now that’s want those types of results foremail wound up making me, my offensive. your store or you are least curiouscompany, my employees and some to know how it works, call 888.our clients a small fortune. You In my previous email, I mentioned 2TEWART (888.283.9278) to Þndmay be asking yourself how. that for years, several of my clients out how it works. have asked me to provide staffedIn that email, I told the truth. The event sales. I have always declinedtruth was that trafÞc did suck for because I had seen mostly drunks,many dealers as it still does for many drug addicts and rogues who didnow. The domestic manufacturers those events. My apologies go Once again, call 888.283.9278cleared their inventories and pulled to those that don’t Þt into that Orthe market ahead by several months category. But even those people Email us at info@tewart.comand created a lot of low gross deals would have to admit what I’m Orfor many dealers. If you think the saying is true. Some of my clients Fax us at 513.934.4588 with thetitle of these emails have been wanted the huge boost in sales and word ‘sales event’ written onoffensive, you should consider how gross proÞt but didn’t want to have your business card.offensive it is to sit there with no to deal with mess afterwards. Visit www.tewart.com to receive your free newsletter
    • BrianTracy The Complex Sale Today It used to be that we of sales presentation and focused intensely on decision makers, each of whom can influence would make a single many ways of closing the sale. Once we had the purchase. call to a single buyer made the sale, in many cases we never saw If that weren’t enough, there is more who would make a the customer again. competition than ever before, and it is more single decision on our determined and resolute than it has ever been product or offering. Today, everything is different. We must make in the past. Not only must we compete on theIn this simple form of selling, we used the multiple calls, an average of five or six, in basis of price, quality, services, capabilities,attention/interest desire/action (AIDA) model order to make the sale. We deal with multiple financing and warranties with many other vendors of our product or service, we must also compete with every other vendor of every other product or service who is striving to get the same customer dollar that we are after. Our competitors are extremely determined, driven the same as we are by tight markets and careful customers. They are committed to starting earlier, working harder, and staying up later thinking of ways to take our customers away from us. Our prospective customers are beset on all sides by every conceivable sales offering. Because they are drowning in details, options and choices, they are in no hurry to make up their minds. With markets changing and contracting, the amount of discretionary funds they have available has shrunken and they are more careful today than they have ever had to be in the past. The purpose of a business is to create and keep a customer. If a business does this in a sufficient quantity and with proper cost controls, it will make a profit. The profit is the result of creating and keeping customers efficiently. As the president of your own professional sales corporation, your job is to create and keep customers. And just as a company must continually restructure and redesign its product and service offerings to satisfy the changing tastes of a demanding and competitive customer marketplace, you as a sales person must constantly upgrade the quality and sophistication of your sales procedures and approaches if you are going to create customers in sufficient quantity. Here are two things you can do immediately to put these ideas into action. First, be prepared to make multiple calls on a customer to close a sale. Plan your sales work systematically so you always have a new reason for calling back. Second, think continually about how you have to change and improve your selling and your offering if you want to succeed in a tough market. Work on yourself every day and never stop getting better. Brian Tracy is the chairman and CEO of Brian Tracy International. He can be contacted at 866.300.9881, or by e-mail at btracy@autosuccess.biz. 12
    • ChrisHanson Are You Insane December is one of my for sold and unsold that uses an evidence Take action. favorite months. Not manual, articles, phone scripts, video e-mail, If you are tired of living in insanity, it takes because December is a be-back CD, quarterly newsletter, monthly persistence, a desire to improve your career, big selling month but e-mail newsletter and thank you cards. If well-thought-out goals then action. Write because December is you would like more information on the down “The definition of insanity is: Doing the month to really go following sales tools, please e-mail me and the same thing over and over and expectingover the past year and decide what the next I will help you out. In today’s market you different results” – Albert Einstein. Make ayear will bring. It doesn’t matter if you sell need to be unique and innovative to hold on couple of copies and put them in your office,10, 15 or 25 cars a month, there is always to and gain new customers. at home and anywhere you will continuallyroom for improvement. Set your goals and see them. It will remind you to work on thedevelop an action plan for making it happen. If you are living in insanity, you will read goals you have set for yourself until theyDecember is a very crucial month and should this article and think, “Wow, these are great become habit. Don’t leave your career inbe taken very seriously. Not only do we need ideas; I’m going to do this.” And when you the hands of someone else. Take charge andto end the year with a strong finish but we wake up in the morning you will forget, do it yourself. Make some changes and youneed to put in place what we are going to procrastinate and continue to do what you will receive different results. With a cleardo for the next year. With setting goals for did yesterday and, unfortunately, you will vision we can make this upcoming year thethe new year comes a great responsibility receive the same results you did yesterday. best yet.because most people set their goals and In many cases, because you don’t haveforget to take action with them. a clearly defined path, the opposite can happen, you might start receiving resultsI think the biggest challenge most sales that are less than what you received. “Where Chris Hanson with Hibbing Chrysler can bepeople face is they live in insanity. What is there is no vision, the people perish,” contacted at 800.901.2862, or bythe definition of insanity? “Doing the same Proverbs 29:18 says. e-mail at chanson@autosuccess.biz.thing over and over and expecting differentresults,” Albert Einstein said.Within this article I will give you someideas to consider as you make a plan for theupcoming year. Within my goals for the newyear I always consider the following:Set goals. Keep your customersSetting goals each year is a must. Allsuccessful people set goals. Without cleargoals you won’t know where you are going. for just pennies a day.If you need help goal setting, e-mail me and Iwill send you some ideas on how to set goalsand things to consider.Education.Be a student of the business. There are Loyalty DriverTM by .many books available specifically about is email marketing madeselling cars. In today’s automotive selling easy. Your own customizedcareer we have a wealth of information atour fingertips. There are also many CD and e-newsletter with profes-cassette sets from which you can learn about sionally written contentselling cars. If you don’t have a subscription and sophisticated report-to AutoSuccess Magazine and you’re notreading it cover to cover, you’re missing ing including our uniqueout. I have read every issue since I found this buy signal allowing you tomagazine two years ago. I read, highlight, know when your customertake notes and incorporate new ideas intomy process. I take action by incorporating is ready to buy.the new ideas I learn after I read an article.Sales tools.Are you using today’s sales tools? You must CONTACT US TODAYhave a follow-up program to keep track at 866-964-NEWS (6397) ext.214of customers, prospects, goals, monthly or email us at loyaltydriver@imninc.comincome, etc. A specific follow-up processdecember 2005 13
    • DavidKain The Two Week Press As a sales professional to effective marketing. These companies Day 9 actions: who is always looking spend millions of dollars each year to make E-mail: for ways to improve impressions on you or to connect with you 1. Reasons to buy e-mail. your results it is nice so keep your one or two e-mail messages Phone: to occasionally come or phone calls in perspective. With all the 1. No call. across an idea, a marketing your prospects receive in their e-product or a process that works consistently. mail each day it is no wonder your message Day 11 actions:Too often you have to experiment over and may not get their attention. E-mail:over to determine if something truly works. 1. Quick hello e-mail.I’ll save you the time. Here’s the framework: Phone: 1. Call the prospect once if the number isThe Two Week Press plays off the fact that Day 1 actions: available.a large percentage of your Internet buyers E-mail: 2. Leave a message.actually buy within the first two weeks after 1. Send an auto response or a personalthey submit the leads. By creating a strategy response acknowledging receipt of Day 14 actions:to address this phenomenon you will see the lead and your plans to serve the E-mail:more of your prospects make appointments customer. 1. E-mail from the manager offeringand buy more vehicles within these first two 2. Send a personal response focused on assistance.weeks. Sure you will have to keep marketing the customer’s request. Phone:to those who don’t buy but this is a solid Phone: 1. No call.foundation to boost your sales and profits. 1. Call the prospect twice if a number is available. Simple and intensiveThe Two Week Press gets Internet prospects 2. Leave a message every time. It seems simple, and it actually is. It can beto respond, which in turn helps you improve labor intensive unless you have the tools andyour connection ratio, which improves your Day 2 actions: the right number of employees for your leadappointment ratio, which improves your E-mail: volume. Most of these actions take less thanclose ratio. A bit of a warning first – as with 1. Brand building e-mail to keep your a minute to complete so you will still findmost things that are worth doing – this is not name in front of the customer. yourself with plenty of time to interact witheasy and requires a steady approach and a Phone: those who respond. You will also need tobelief and understanding in how Internet 1. Call the prospect twice if a number is adjust for weekends and off days for yourprospects behave. available. team. 2. Leave a message every time.Elements of the Two Week Press Necessary Tools:The most basic element of the Two Week Day 3 actions: To do this effectively you need to use a leadPress is believing there is really a customer E-mail: management or CRM tool which can be setout there for you to sell and you just need to 1. Quick hello e-mail with personalized up to prompt you to take all these actions.get him or her to respond. Internet prospects information. This takes some time and some set-updon’t typically send leads for their own Phone: interaction with your tool provider but isentertainment as you tend to hear quite often 1. Call the prospect once if the number is well worth the effort when you recognizewith statements like, “I was just playing available. how much time it can save and the fact thataround online.” I liken this statement a lot 2. Leave a message. you can have multiple employees workingto a prospect that is “just looking.” I made a the same process.good living from the customers who bring up Day 5 actions:this knee-jerk objection. You can, too. Focus E-mail: Connecting is the keyon helping and being professional and they 1. Quick survey e-mail. If you recognize the fact that your role iswill come around. It works the same way Phone: primarily that of an Internet marketer youwith your Internet prospects. 1. No call. will do well with this. In this role you are only an Internet sales person when theThe second element of the Two Week Press Day 8 actions: customer decides to interact. I believe thatis the focus on connecting. If you listen or E-mail: you need to convince them you are thesee advertisements by marketing giants 1. Quick hello e-mail with personalized person that wants to sell them the most.like Budweiser or Coca Cola you have to information.appreciate the effort they have gone through Phone: David Kain is the automotive Internet training specialist at Kain Automotive Inc.to connect with you. They steadily market 1. Call the prospect once if the number is He can be contacted at 800.385.0095, orto you using multiple mediums that are available. by e-mail at dkain@autosuccess.biz, orpatient and creative – two very key premises 2. Leave a message. visit www.kainautomotive.com. 14
    • AnthonyHall Don’t Wait to Start Prospecting The mission of an • Be late on promised follow-up calls or will help tremendously: automobile sales visits. person is to constantly • Waste time looking for lost • Learn to use the telephone in a prospect for new information. professional, pleasant and business- customers. We can’t • Improperly value your prospect like manner, then use it regularly. afford to wait for the inventory. • Constantly search for people who cancustomers to just walk in our showrooms • Fail to do mailing and other footwork give you a referral for every suspect onand buy our car. Your primary job is to sell due to disorganized prospect list. your list; or will they make a contactautomobiles with maximum profitability, • Become a compulsive procrastinator for you?and to accomplish this you must have quality when it comes to developing your • Look everywhere for the slightest cluesales prospects. prospect inventory. that the suspect’s buying status might be changing.Webster’s Dictionary defines prospecting 4. Remain alert for suspects who have theas “Solicititing, canvassing, druming up, potential to become qualified prospects. In 7. Continually upgrade your prospectingpolling, seeking, leading or campaigning.” today’s fast-paced society, people’s needs system and strategies. may change rapidly and radically, giving you1. Treat prospecting as the lifeblood of your prospects where you hadnt thought to look. • For a steady flow of fresh ideas, yousales career. Use power-packed prospecting: should read books, journals, magazine • Develop a prospecting mindset that and business news, listen to CDs, • Focus on quality. It is the only way automatically asks, “Is this person a invest in CD Roms, watch videos, you can spend most of your prime time prospect?” attend seminars and talk to other with qualified prospects. It is also the • Assume all suspects are prospects until successful sales people. only way you can have enough hours proven otherwise. • Above all, keep a positive attitude in a week to be successful. • Keep looking for new places to find about prospecting. Make a game of it, • Focus on quantity. Your success prospects. and become great at it. depends on having enough solid sales • Cultivate mutually beneficial leads. relationships with everyone who can Everyone we meet is a prospect for an • Focus on consistency. A steady supply give you leads or open doors for you. automobile or knows someone who is or of qualified prospects can enable you • Take full advantage of every effort by someone who soon will be. To successfully to avoid slumps and plateaus, eliminate your organization to generate leads. prospect, you must talk to people everywhere call reluctance and procrastination, and Maintain close alignment with your about buying an automobile. People like to keep you from pressuring current service department. do business with someone they know. So customers. • Make it your policy always to secure even a brief meeting will give them that • Do it now. Increasing your prospecting referrals from satisfied customers. familiar face and name to look for when they effectiveness is the fastest way to boost visit the dealership. your sales and income. 5. Stay in constant touch with active prospects through phone calls, periodic Automobile sales are nothing to be2. Treat prospecting as your most valuable mailings and personal contacts. Keep in embarrassed about; it is an honorabletime management tool. Remember that mind the Top of the Consciousness Principle profession that can support a family and sendyou are always looking for ways to better which states that: children to college. Willingness to talk aboutleverage your time: your profession and the service you offer is • The only certain way to ensure your essential to consistent production. Make a • Use it to avoid wasting prime time on customers think of you first is through commitment to ask one question to everyone people who are not qualified to buy, frequent, repetitious contact. you meet. “When are you going to buy your such as your fellow sales people. • Others are always competing for next car?” • Use it to ensure that you will always a finite amount of your prospect’s have enough qualified prospects to attention and dollars. The key to a successful sales career is keep you productively busy. • You never know when your prospect’s knowing how to open. And it all starts • Avoid time wasting through sloppy or motivation to buy will suddenly and with an organized, systematic approach to haphazard prospecting. dramatically increase. prospecting. After all, without an adequate • You need to be sure that he or she supply of prospects who would you sell your3. Take an organized approach. Never keep thinks of you or your product first automobiles and service to, anyway?leads on scraps of paper or post-it notes. Use when they evaluate how to fill theira contact management program. Whichever transportation needs.platform you choose, select one that ensures Anthony Hall is a training consultantyou will never: 6. Rework your suspect inventory regularly at Ziegler Supersystems. He can be to try to upgrade suspects to the status of contacted at 800.610.9047, or by e-mail at • Lose or forget about valuable leads. qualified prospects. A good filing system ahall@autosuccess.biz. 16
    • TonyDupaquier It is a Good Car, However ... In cases when vehicles average repair bill is for your store. Include have the reputation of all repair bills such as factory warranty and being higher quality service contract work, not just what the vehicles, customers customer pays. may not see the need to purchase a service Another close that works very well with many contract. Knowing how to overcome this customers is the Racecar Close. This close perception is crucial for business managers works well if the customer has any interest to learn. in motor sports. It is important, however, to find out beforehand if the customer has ever Consider the main reason for which the watched racing on TV or ever attended a customer is looking to trade – to reduce the race. This close will be even more effective if cost of ownership. Explain to your customers you can find out who the customer’s favorite that a vehicle service contract does just that driver is. by allowing him or her to budget in the cost of repairs upfront. “Have you ever watched racing on TV?” If you have asked the customer if he or The classic close for customers who do not she likes motor sports, the answer will see a need to purchase a VSC is the 99.9 probably be “Yes.” “What is the number Percent Reliability Close, which is: one reason drivers do not finish?” The customer should say, “They crash.” “Mr. or Mrs. Customer, would you be “Right, and what is the second reason happy if your vehicle was 85 percent they do not finish?” Lead the customer to reliable, meaning 15 percent of the time say, “They break.” “Correct.” it would be un-drivable and in the shop?” To this question, the customer’s response “In today’s highly competitive racing will likely be “No.” “Of course you arena, the teams use the absolute wouldn’t. Would you be happy if your best materials and the most modern new vehicle was 99.9 percent reliable?” technology to generate the best At this point, the customer’s reply should reliability. The technicians building be “Yes.” So would I. That percentage these cars are the absolute best in the means there is one-tenth of a percent business. If while using the best of the chance that there would be a defect or best, the teams still have problems with failure in the vehicle. Considering your failures in only a few hundred miles, new vehicle’s 16,000 moving parts, that isn’t there a good chance that today’s would mean 16 parts may be defective production vehicles that are built on an or could experience a failure during your assembly line could have a failure in the ownership. Taking into account that your tens of thousands of miles you intend to factory limited warranty would cover drive? Wouldn’t it make sense to make eight of those parts, that would mean a small monthly investment and protect eight parts would be your responsibility. the more than 16,000 moving parts inside your new vehicle while having “The average repair bill here at our courtesy transportation and the security dealership is $583, so you could be of roadside assistance?” exposed to up to $4,664 in repairs. Wouldn’t it make sense to spend less than Using the Racecar Close is extremely half that amount by spreading it over the effective and an excellent way to build term of the loan? This would ensure that additional rapport with your customers. your vehicle is always working properly and that you would have alternate Once you enlighten your customers with transportation plus the convenience of some insightful logic, most will see the need roadside assistance, with only a small and value of a VSC. Even though a customer deductible when that problem occurs?” is buying a quality vehicle, a VSC is the best investment that he or she can make. It is important to do some research before using this close. You want to have an Tony Dupaquier is the director of accurate number for the amount of moving F&I training for American Financial & parts inside the vehicles you sell. Remember: Automotive Services Inc. He can be A single bearing, alone, may have up to 60 contacted at 866.856.6754, or by e-mail at parts. You will also want to know what the tdupaquier@autosuccess.biz.18
    • DougHall The Trust Power of Saying ‘No, We Don’t’ MUST-SEE COMPANIES NADA 2006 Selling cars is all about Be open about what your vehicle can and getting to the yes. But can’t do. What are your strengths and did you ever think weaknesses? When you add them together, that revealing a no do you still win? If your combination of might be the quickest standards and options is superior, why not route to getting your make the differences open and easy forcustomer to say yes? customers to see for themselves?One research study found that trust was the Underpromise, but be sure to overdeliver.primary driver of increased persuasion when Develop a reputation for delivering morefeatures were disclaimed. What does that than you promised. If you promise amean? When sales people say, “No, we don’t customer their new car will be ready onoffer that,” a customer is more likely to be Wednesday, be sure the car comes in onpersuaded to buy a car. Tuesday and call them in advance with the good news. Be known as the sales personIn this research study, a set of customers was who exceeds expectations rather than theshown ads for two products. The first product one who regularly exaggerates.claimed to be great for everything. Thesecond product claimed to be great for most Make the sale contingent upon yourthings, but admitted that the competition evaluation. When there is even the smallestwas better in two areas. Research found that doubt in your mind about whether a car iscustomers believed the ads that admitted the right for your customer, say so.competition was better in two areas to besignificantly more truthful. Talk about your company’s history of success and failure. With experience, youPut yourself in your customer’s shoes. You’re will learn the strengths and weaknesses ofshopping for a new car, and after reviewing your vehicles. Without telling competitivea few Web sites you’ve decided to stop by secrets, relate your experience about whenseveral dealerships. All the cars looked great your cars have been perfect for customers,on the Web sites, but you just know there AND when they have not. The fact thathas to be a catch. You start talking to a sales you’re willing to admit to less-than-person, and all you hear is yes. spectacular results – even if you think a sale is guaranteed - will dramatically increase“Yes, we offer rebates.” your customer’s trust.“Yes, we can get you approved for a loan You can even find ways to make one of yourtoday.” weakness stories funny – if your company“Yes, we have a 5-year, 100,000-mile has done something that fixed the problemwarranty.” and made customers happy. This will put“Yes, we have the car that’s perfect for you the customer at ease and show them thatright here.” your company listens carefully to buyer feedback.So as the customer, you’re starting to wonder– what’s the catch? What you really want to When you simply state just a few of yourknow is – “What’s the ‘no’ going to be?” product’s weaknesses, you can more easily earn your customer’s trust. By being open,This is where many sales people fail, because the customer will recognize that you’rethey’re afraid to say no to a customer. You’re helping them make a decision, which willso busy accentuating the positives that you help you get them to say yes.forget one important thing every car buyerknows: no vehicle is perfect. To be able The bottom line is you want your customers’to make a decision, the customer wants to trust, and one of the best ways to earn itknow the pros AND the cons. They want is by saying, “No, we don’t.” Offer a fullto be able to trust you, and hearing the “no” disclosure, and your no will more easily leadwill actually make it easier for them to put your customers to yes.their faith in you. If you don’t believe that,believe this: Either they’ll hear the “no” Doug Hall is the CEO and founder offrom you – and you’ll have a chance to save Eureka! Ranch. He can be contacted atthe sale and earn their trust – or they’ll find 866.872.8109, or by e-mail atthe negatives themselves and wonder what dhall@autosuccess.biz, or visitelse you were holding back. www.EurekaRanch.com.december 2005 19
    • PattiWood The Power of the Steeple You’re in a meeting differing opinion and wants to shoot a height comes into play. The higher someone and your boss kicks “cannon” at you. Sales people need to be holds the steeple crown, the more power that back and puts his very careful not to use this gesture when person feels or desires. hands behind his head. responding to a question or comment from He has just put on his a prospect. The cape and crown gesture crown to show you A steeple raised and locked behind the head,his power. The steeple gesture is created by Hidden steeple with the head tilted up and elbows extended,the person holding his or her hands together The hidden steeple is like the low steeple sends several power cues. The head is aboveand linking fingers together so the knuckles except that the hands are deliberately hidden the centerline, showing superiority. The V ofpoint upward. Or, in another way, placing below a table or desk. This one may be hard the elbows extend outward, like a cape, takehands together and locking thumbs while the to spot, but if you see it, don’t hesitate to take up lots of space making the person’s headfingers point upward like a church steeple. In action. It signals the person is confident in appear larger and elbow points are arrow-general, a steepler is showing you that they his or her ideas. It’s a gesture to use if you like weapons pointing outward in attack. Theare thinking and processing information. are shy, lack confidence and just need to do hands locked behind the head indicate theThere are several variations of this gesture. an acceptable version of holding your own person is locked in his or her viewpoint. The hand to feel better. One can put his or her chest is exposed, puffed out and vulnerable,The high steeple hands in a steeple when they begin to feel a indicating a strong sense of personal power.In the high steeple, elbows touch the table loss of control or power. The act of holdingwhile the forearms are raised, causing the steeple can give you more control. Just as we use gestures and touch tothe steeple fingers to point upward. Both communicate to others, we also use certainChurchill and Gorbachev used this steeple. Praying steeple gestures to comfort, control or communicate The praying steeple features hands clasped with ourselves. These gestures involveThe high steeple is often used by those and upwardly pointed fingers, interwoven self-touch and serve as unconscious self-delivering an expert opinion, such doctors, for prayer. regulating mechanisms.lawyers, academics or by people who havean expert or perhaps conflicting opinion on Crown steeple Join your hands together, put them behindthe topic. If you do not ask a question, the You see the crown steeple when the steeple your head, because now you know the powerperson with the high steeple will maintain fingers are unfolded or the interlaced hands of the steeple.his or her present opinion. are held high around the back of or on top of the head like a crown. This gesture hasLow steeple or the cannon meaning outside the context of the rest of Patti Wood is the president ofThis is a defensive steeple characterized by someone’s body language sentence. Communication Dynamics. She can beelbows touching the arms of the chair while contacted at 800.849.3651, or by e-mailthe forearms and steeple point forward. The As the name suggests, the crown steeple at pwood@autosuccess.biz, or visitperson using the low steeple has a strong is also a power gesture. With the steeple, www.pattiwood.net. 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    • MichaelYork To Be or Not to Be, The Answer is in the Becoming I’m sitting on a plane Jim Rohn convinced me that Zig was right understand that in issues involving top waiting to take the and I really should set goals. And that if I performance, high achievement, getting the return flight home to did, my life would dramatically change. most out of a big life, etc., I did not need to Charlotte when I can’t be running with the 97 percent! help but be drawn to I knew I should probably set some goals, a conversation behind that it would be a good idea … but did I Another way it’s been said is to watch whatme between a little girl and a woman who really have to go to all the trouble of actually nine of 10 people are doing, and don’t domust be her mother. writing them down? Couldn’t they just be that! These goal questions were questions something in my head? Something I wanted to ask myself. Once you put something on“I want to BE … a pilot!” The little girl to do, be or have? Wouldn’t that be enough? your goals list, then ask if that’s really yourannounced loudly. “I want to BE … a rock The answer? No. So how can you become goal. Would it be right and fair to everyone?star! I want to BE … an artist!” As she an uncommon individual who sets goals? Can you really commit to it? Can you seecontinues with her list of “I want to BEs,” It’s easy to do … but as always, easier not yourself reaching the goal?the woman tells the little girl, “You can BE to do.anything you want to BE, but it will take lots Other questions were about becomingof schooling, lots of practice and hard work, 1. A goal isn’t really a goal unless you happier, healthier, more prosperous, havingand …”. capture it on paper. more friends, peace of mind, becoming more And even in today’s computer society, I secure and improving relationships withTrue enough. And good advice. Here’s the believe it should be hand-written. Something others. And only if I wanted all those thingsrest of the story. The reality of this exchange that you recognize as your own writing, and should I really become serious about settingis in instruction that not only requires that it was important enough that once upon goals.understanding for children, but for adults as a time you wrote it down. Note to me, “Let’swell. Before we can “BE” anything, we must do this.” Now you’ve got yourself a goal. 4. Life is big.commit to becoming. Goals make it bigger. And “big” really is And somehow, at that very moment, you available. Goals are a part of the processBeing is what many people say they want begin to be pulled toward that thing that of becoming. Life is bigger than work: notor wish for. “I wish I could be …”, Why you’ve now written down. You’ll find everyone got the memo on that one. Don’tcan’t you? How could you? Shakespeare’s yourself thinking about it at the oddest hours just have work goals, have life goals. Andquestion is one most all of us have heard, and all during the day. Each time you read don’t let someone else set goals for you. You“To be or not to be ...”. Better question, it, it compels you to answer “Are we there go first.“What am I prepared to commit to in yet?” Or it should.becoming whatever it is I want to be?” Want to add direction and purpose and Zig’s plan for goals was simple enough. It passion to your life? Want to think and“Being” is great. Becoming is the process was really just two basic steps: act differently? Here is the law of inertiathat takes us there. Fact is, most people 1. Ask a series of questions that propels you in a certain direction evenwon’t do what it takes to be great … even 2. Make a list though there are many unknowns along thewhen they know what that is! way. It is the commitment to becoming that 2. It takes a commitment to becoming. will one day allow you to be.Anyone who’s ever participated in (or even The really big problem I saw right up frontwatched) sports, knows about goals. Hit the is that he told me this process of beginning What are you becoming? And what is itball, throw the ball, catch the ball. Shoot, to set goals would take about 10 hours. Ten you’d like to be one day? Make your lifescore, win! hours? Actually, a minimum of 10 hours … bigger by thinking about, and writing down and maybe as much as 20 hours! Twenty your goals.Most of those goals would be in the hours?immediate future, so they’re referred to It is never too late to be what you might haveas short-term goals. And that is the most Well, that’s it then. I just didn’t have 20 become. Why not start today?popular kind in today’s society. Only hours I could pull out of a hat just to beginchampions think about longer-term goals, this goal-setting thing. Then he said … If you’d like to get going with your newlike winning a championship, creating a “That’s the main reason only 3 percent of goals, send me an e-mail and I’ll send youlegacy or designing a life. the population have clearly defined their my short list on “Uncommon Goals” how to objectives in life.” set them and how they can work for you!While wanting and wishing are common,setting goals - I mean actually thinking about Aha! That proved my point, most everyoneit, going through the process of writing down agreed with me! Is that your defense? Thewhat you want, and continuing the process court of popular opinion rarely leads to bigof achieving them - is most uncommon. The life or big success. Michael York is an author and professionalevidence of history bears it out. speaker. He can be contacted at 3. In matters of top performance and high 800.668.5015, or by e-mail atIn 1978 I was introduced to Zig Ziglar and achievement, don’t follow the crowd! myork@autosuccess.biz, or visitgoal setting. It would be 10 years later before It was only later in life did I begin to www.MichaelYork.com. 22
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    • TomGegax Draw Up Tomorrow’s Roadmap The strategic plan Show me a leader who avoids planning assumptions kept us on our toes. flows into team and I’ll show you a leader afraid of change. objectives, which It’s human nature. Grooves are safe and Whether you’re running with the bulls or flow into operating comfortable. Too much comfort, however, laying low with the bears, strategic planning plans, which flow dulls the senses. You may think you’re at is straightforward. Frame it with a searching into individual goals, the top of your game when you’re actually question: How can we take advantage of ourwhich flow into action plans, which, finally, skating on thin ice. strengths and opportunities and neutralizeflow into results. our weaknesses and threats? Fix your eye The best leaders expect change, embrace it on your SWOTs (strengths, weaknesses,Every choice, every decision, every single and inspire others with its promise of new opportunities, threats), and the right planaction traces back to the strategic plan. opportunities. Managers who stubbornly begins to unfold. cling to the status quo inevitably hasten aSeat-of-the-pantsers, particularly in smaller change in their own status. I’m reminded of a Strategic planning’s eight steps:organizations, consider strategic planning as woman who attended a change managementa waste of time. Markets change too rapidly, seminar only to walk away disappointed 1. Identify SWOTs.they say. It’s true — long-term plans are that the subject was managing change, not You need clarity on every issue you’resubject to the whim of unexpected events. changing managers. facing. In July (or six months prior toAnd strategic planning is conceptual, at the next fiscal year), schedule a series ofbest, when planning out five to seven years. Weave the management of change throughout two-hour brainstorming sessions with repsBut short-term and mid-range strategic your strategic planning process. Twice a from every group of stakeholders, fromplanning are absolute necessities. Certainly month, at executive-committee meetings, department heads and customers to vendorsyou can’t plan for every possibility, but people reported on what was new and different. and the rank-and-file. Each group has its ownfailing to methodically look out a year or What was the competition up to? What did point of view. Collect plenty of observationstwo can be fatal. customers want that they didn’t want a year — macro, micro and everything in between ago? What new tipping-point technologies — about internal strengths and weaknessesPlanning change, changing plans. were in play? Continuously challenging our and external opportunities and threats. Keep MUST-SEE COMPANIES NADA 2006 24
    • continuedit simple — ask everyone to fill out a single plans. Example: The accounting plan lookssheet listing the four SWOT categories. Thenmerge the results into one report. good except we need the financials two days earlier. Departmental and individual MEET YOUR NEW2. Set priorities.Come September, gather the executive operating plans are then updated. 6. Budget it. E-PLOYEE...committee and other key people for a Start the budgeting process in earlydaylong priority-setting meeting. (The November. All four parts of the corporate“executive committee” in smaller shopsmay simply be the owner and her three budget — projected P&L statement, projected monthly cash flows, projected balance sheet, WORKS 24/7 WITHOUT Atop people.) First, establish context by capital expenditure plan — should be built SICK DAY OR VACATION!summarizing industry trends, competitor off last year’s performance and this year’sactivity, last year’s performance and this SWOT-powered operating plan.year’s financial forecasts. Next, vigorouslydebate which issues (gleaned from your 7. Follow up.SWOT list exercise in step one) deserve A poorly executed plan isn’t worth thepriority in the coming year, and which make spreadsheet it’s printed on. Follow-up isthe list over the next two to four years. (Best critical. After all, enthusiasm can wane.use a pencil for anything more than 18 Attention can be diverted. Here are threemonths out.) Simplify both lists by grouping ways to monitor results:similar issues under the same macro heading(approve no more than eight macro issues • Six months after approval (and againper time period). Now that priorities are set six months later), convene the executive TIMEHIGHWAY.COM replacesand ranked, assign them to the appropriate committee for an operating-plan review. telephone-based scheduling withleader. • Each manager keeps the operating plan internet technology that enhances humming by meeting one-on-one two to the effectiveness and customer3. Taskforce it and plan, plan, plan. four times a month with everyone whoEach priority earns its own taskforce, reports to her. satisfaction of your dealership.composed of the company’s natural subject- • Regular, one- to three-hour executive- By scheduling appointmentsmatter experts. For the next two months, committee meetings throughout the year directly through your web site,they research the priority and design an — once a week to once a month, depending your customers make conÞrmedaction plan that assigns responsibilities and on team experience and the pace of change appointments instantly without call-accountabilities, sets deadlines, allocates (ours was every two weeks) — also keep the backs. TimeHighway.com puts yourresources and establishes controls. strategic plan on track. service department’s schedule on your web site, making it possible to4. Present action plans. 8. Team update.Schedule a review meeting (a day or two) Gather the entire company for a few hours schedule appointments 24 hours ain early November that includes the same each month or quarter to motivate, inform, day, 7 days a week, from anywhere.folks from the early-September gathering. celebrate and educate. Have departmentHere, taskforce leaders present their action heads update people on wins and losses, • Your 24/7 Revenueplans. Each presentation is like a Ph.D. what needs to be done over the next perioddissertation — it must be defended. That and how the audience can make it happen. Building Toolmeans respectful disagreement is essential. Solicit ideas and questions. It’s also a • EfÞcient and Simple to UseIt pushes the taskforce to thoroughly prepare good time to salute birthdays, births andbenchmarking protocols, ROI projections employment anniversaries. • Automatic ConÞrmationand other necessities. With the taskforce and Reminder Emailsplans presented, start green-lighting. Some At first blush, the creation and execution • Cost Effective: Only 54plans will be good to go; others will be of a strategic plan appears as complicatedmodified based on availability of resources. and overwhelming as learning a foreign cents an hourOf course, each strategic objective is language. Sure, it takes discipline and hardgenerally multi-departmental — hence the work — but following these eight steps For More Information Contactteam approach. can deliver you to the promised land. After Karen Dillon at 239.438.5359 or upgrading our strategic planning, our profits kdillon@TimeHighway.com5. Present departmental operating plans. increased tenfold and revenue soared fromNow, break each action plan into pieces and $40 million to $200 million in just eightparcel them out to the right people. Those years. Coincidence? I think not. MUST-SEEemployees who have others reporting to COMPANIESthem create individual operating plans NADA 2006to execute the pieces assigned to them.Department heads collect these operatingplans, approve them and roll them into Tom Gegax served as the chairman and 5633 Strand Blvd, Suite 302departmental operating plans. In December CEO of Tires Plus and is the founder of(or the final month of your fiscal year), Gegax Management Systems. He can be Naples, FL 239.438.5359round up the same group as in November contacted at 800.723.2601, or by e-mail at www.TimeHighway.comto review and approve these departmental tgegax@autosuccess.biz.december 2005 25
    • CarolArdell Beyond the Mission How Your Behavior Affects Your Staff’s Attitude and Performance This is the last of a yourself with an air of authority. Be prepared doubting employee seems lost or appears three-part series on to take an unpopular stand, deliver bad news, to be floundering he or she will likely turn how different styles discipline a lagging employee or say no to to you for direction. Make sure you take of business leadership a worker’s unreasonable request. Focus on the time and have the technical expertise affect subordinates on putting personal feelings aside in order to to do so. One of your responsibilities as a the job. meet business objectives. leader is to ensure the maximum amount of productivity from your existing resources; inOur first article, “Beyond the Vision” Because of your magnetic personality, other words, you need to know the needs ofdiscussed ways in which extremely assertive, you may not always need to work as your subordinates and then find ways to meettime-driven, lively entrepreneurs can best hard as others to instill a sense of loyalty them in order to maintain good morale andenhance the effectiveness of their team. The and dedication among your staff. People lower turnover rates.second installment, “Beyond the Goals” enjoy being around you and most of themfocused on the persistent leader personality, probably go out of their way to make you Are you fast or are they slow?one that is ambitious, logical and patient -- happy, hoping you’ll do the same for them Patience may not be your strong suit, but youbut also quite staid and, sometimes, hard to whenever you can. Be careful, though, as will need to muster every ounce you haveread. This month, we take an in-depth look you’re bound to find yourself face to face when interacting with subordinates whoat leaders who are more open, easygoing and with a rebellious employee from time to like to take their time and not feel rushed.inclined to pleasantly persuade, not make time. You’ve dealt with them before – the Bear in mind that their more “relaxed” pacebold demands. These individuals might not smart aleck, know-it-all workers with bad enables them to take on very tedious tasks,earn high marks for aggressiveness, but attitudes. These are the people who can test like searching for reasons a customer’sthey’re undisputable charmers -- and use your limits and make you look weak if you vehicle keeps stalling, pinpointing a smalltheir social skills as often as necessary to choose not to stand up to them. accounting discrepancy or setting up a newreach their objectives! computer system for your dealership – all Communicating with the seemingly dead things you need done but have no desireThe Networker personality You like to express yourself and probably to do yourself! Respect your methodicalYou have ambitions, but see no real reason to never hesitate to jump into conversations. employees’ need for order and predictability.push yourself on others -- you figure you can However, remember that some people are Avoid springing surprises on them and letultimately accomplish much more, get others less socially adept, far less communicative them know in advance if you’re planning toto fall in line, just by being pleasant, funny, than you. They may tend to speak only when make changes that will affect them.understanding -- the quintessential nice spoken to -- and then in a direct, monotone,person. You get fidgety easily and seldom almost impersonal way. Technically minded This series highlighted three of the moresit in one place for any length of time. You people who work in areas such as IT, finance, common personalities exhibited in leaders.maintain a brisk pace, keep a full schedule processing and analysis often exhibit this Your unique behavioral traits steer your ownand stay busy; people who seem content trait. You can speak their language and actions, but in many ways they also steer thedoing just one thing at a time elude you. garner their attention, however, by keeping actions of your subordinates. As a leader,You dislike the confines of very structured your discussions with them brief and to the an important part of your job is to inspiresituations and trust your subordinates to point. Stick to the facts during conversations staff to work hard to achieve the company’smake the proper decisions; you prefer to and provide quantifiable information; vision, goals and mission. But to do this,manage with a “hands-off” policy. Details save your lighthearted, off-topic stories you need to look beyond those objectives.and specifics are not your primary concern; and unconventional ideas for those who Once you do, you’ll see yourself and realizeit’s the bigger picture that really matters – at are a little less reserved and a lot more it’s the person you are who holds the keyleast in your eyes. gregarious! to motivating, enlivening and influencing others!If you’re a Networker manager, most of Be a ready resourceyour staff probably love working for you. Many on your staff will probably appreciateYou strike up casual conversations, express your flexibility and strong commitment to Carol Ardell is a senior consultant withinterest in day-to-day personal events and building a self-sufficient, free-thinking team; the Omnia Group. She can be contactedhate taking a controversial stance. Underline subordinates needing attentive guidance and at 800.601.3216, or by e-mail atyour authority and try to consciously conduct a firm hand however, will not. When a self- cardell@autosuccess.biz. SUCCESS IS JUST A SUBSCRIPTION AWAY! To get your subscription to the #1 sales-improvement magazine, call 866.269.8604. 12 issues for $75. 26
    • RoyReutter How We Sold 414 Cars a Month Online Sheehy.com Increased Leads More Than 300 Percent in 60 Days At Sheehy and more. That was two years, ago and since have been able to generate more traffic at a Automotive, we sold that time we have increased our numbers by lower cost per sale by using search engine an additional 414 cars more than 600 percent and dropped our cost optimization in conjunction with multi- in one month online per sale to about $130 per car. We were able media Buzzmail campaigns. We blend our while decreasing our to do this because our Web site provider gave digital marketing strategies with traditional advertising costs. We us everything we need to implement our marketing so that customers know wheredid this by shifting some of our marketing action plan and turn our vision into a reality. and how to reach us on the Web. As a result,budget to focus on targeting the Internet. customers are landing at www.Sheehy.comCustomers have changed where and how The results rather than at the competitors’ sites.they shop so we have changed the way we After switching to our new provider, wemarket to ensure we reach them effectively. increased leads from 400 to 1,350 in the first The people and processIn our experience, the Web has proven to be two months and have continued to steadily What sets a super performer apart is nota lot less expensive than traditional mass improve results. Today we are generating the business model, the marketing strategymedia, and it’s easy to measure the returns. more than 2,400 leads a month from our or the Web site alone; it’s a combination Web site alone, and that translates to more of all three, and it must be supported byInitially, we relied heavily on third-party than 400 cars a month online. the right people and process for managingproviders for our leads but since everything leads, setting appointments and selling cars.is measurable, we realized that the leads The Web site Recruit, hire and train the right people towith the highest closing ratio and lowest cost In our journey from 400 to 2,400 leads, staff your department and you can overcomewere coming from our own Web site. We’ve we have found there are five keys to an a multitude of other obstacles. We look forsince set up our own regional buying service automotive Web site capable of generating rookies with no prior sales experience butand we’re generating more traffic and more great results. They are: with great phone and follow-up skills andleads than we ever thought possible. We’ve 1. Simple and easy to use we commit to a training program that willincreased our numbers by more than 600 2. Content the customer wants get them comfortable with our process, ourpercent, and the Web has even become our 3. High-impact, engaging multi-media scripts, our templates and tools. We’ve madeprimary source of phone traffic. that is fast to load even on a low- it easier to bring new people up to speed by speed connection documenting our process for handling leads,The initial strategy 4. Automatic updating for inventory, and we’ve mapped out every step for turningOnce we realized we needed more than a specials and pricing leads into appointments that show.great Web site and a few third-party lead 5. Designed to create more Internet,providers, we worked to build a complete phone and showroom traffic At Sheehy, we’ve been able to track that ifstrategy for increasing sales. We worked on we can set and confirm the appointment oura vision and a strategy to market our Web The marketing closing ratio is 60 percent. Knowing this,site, to update the Web site, to staff our team, If you can’t generate traffic there’s no point we do everything we can to fine-tune ourimplement a process and establish pricing in having a Web site. The Sheehy Auto Stores process so that rather than hit the delete key upon receiving one of our e-mails, customers move one step closer to coming in. Measure and manage The final key to success is to track everything. We monitor the number of leads by source, response rate and time, number of appointments, appointment percent, show percent, closing percent, cost per lead, response time and cost per sale. This information helps us determine what’s working, what’s not and when it’s time to make an adjustment. One of the best parts about the Internet is that everything is measurable. Roy Reutter is the eBusiness director at Sheehy Auto Stores. He can be contacted at 800.350.9775, or by e-mail at“We sold 414 cars online because we have the best Web site in the region.” Roy Reutter rreutter@autosuccess.biz. 28
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    • ChrisAlford Mediocrity is a Magnet “It is a wretched taste travels with an infected host. Jumping ship breaks timing and stalls critical emotional to be gratified with without addressing the issue would not solve momentum. mediocrity when the individual’s problem. Rather, it would excellent lies before simply reassign that individual’s unresolved Border three: us.” issue from one employer to another. Break the border of lack of vision - Isaac Disraeli, People on their way to the top have a clear(1766-1848) author/father of British Prime Colonial Capt. John Mason (1586- vision of the future and advance it dailyMinister Benjamin Disraeli. 1635) displayed his understanding of the by working from a hand-written activity- mediocrity phenomenon, as he painted based action plan. A daily plan is a provenDealerships across the land are experiencing a verbal visual, giving dimension to the ignition source that spurs momentum-frustration from an invisible magnetic force dynamic. “Mediocrity is a place that’s building activity, building inner drive anddisrupting sales forces and their efficiency. bordered on the north by compromise, on focus. A daily coaching system providesIts effects are clever and expansive, ranging the south by indecision, on the east by lack another outstanding momentum-builder.from a de-motivation of effective sales of vision, and on the west by past thinking.” The classic morning one-on-one is a verifiedpeople to the draining of business reserves. These four borders give ambitious personnel catalyst of clear vision for leader, managerThis magnetic force is compromising. It links practical reference points that confine and sales person. Its power should not becontentment with sub-standard performance. the concept. Using his visual as a map, underestimated.Its presence spirals bright successful teams individuals can navigate and break theinto sleepy armies of disdain and excuse. borders of mediocrity to expand confidence, Border four: charter new enthusiasm and stake their claim Past thinkingThis magnetic force is mediocrity. to financial prosperity. The best sales people know the past does not equal the future. Therefore, some ofWhile there is no available historical data Border one: yesterday’s routine sales strategies mayheralding the arrival of mediocrity onto the Break the border of compromise not stir the emotions of today’s demandingworld scene, its effects have always been Refusing to associate with time-wasting customers as they once did. Yesterday ispresent. Psychologists suggest that at one individuals is a commanding indicator of history. Customers do not mind producttime or another, all individuals experience fiscal maturity. Mediocre time wasters and presentations. They do mind dull, boring,the pull of mediocrity, a “timeless magnetic dream stealers are surprisingly structured routine, predictable phrases and productnotion, fostered or refused at the personal when it comes to recruiting others into their presentations. Live in today’s market.level.” Research reveals danger in both circle of compromise. Be polite to them, but Renewing an old, tired product presentationits magnetic social properties and in the be aware of the clear and present danger will re-kindle the excitement of bothfoothold it takes in the workplace. they embody. Avoid these people at all costs. sales person and customer, touching vital Conversely, make a conscious decision to emotions and peaking incredible productWhen mediocrity marches onto the scene, form associations and strategic alliances interest. Customers shop three things:there are no banners or trumpets announcing with the movers and shakers in your field. Product to product, price to price, but mostits arrival. Its “intangible state of mind” Spend time with them. Who do you know important, sales person to sales person.makes it most difficult for leaders to detect that is a winner? Exposure to productive Innovative product presentations with flairat first glance. Its effects however, are people is a proven builder of confidence and and personality bring new value to a worldinstantly recognizable. Boring product productivity, the nemesis of mediocrity. that demands the best price.presentations, late arrivals at work, lowproduction rates and unproductive daily Border two: The most effective success techniquesroutines are all clear indicators of the effects Break the border of indecision continue to remain fundamental, elementaryof mediocrity. By tradition it lampoons those Indecisive sales people may say, “I’m not sure and simple. While it is virtually impossibleseeking to improve themselves, while its if I can sell this customer or not.” Decisive to forever eliminate mediocrity, this authorfollowers nevertheless remain unproductive. sales professionals break this border of believes that the power to break its magneticThe pull of mediocrity gradually disarms indecision with a confident decision-making grasp ultimately lies in decision. In summary,sales people of the most valuable asset in mentality. Walking inventory upon arrival individuals may not be able to controlbusiness - enthusiasm - and it can easily at work is an exceptional way to assemble mediocrity coming into their minds, but withattack management with a frustrating sword this decisive nature. A keen knowledge of a little effort and preparation, anyone canof corporate division. inventory assures sales people a continuous control how long it stays. flow of uninterrupted quality time withDo these effects mean that one should run or customers to confirm buying decisionsjump ship when mediocrity rears its head in and provide quick decisive solutions for Chris Alford is the president of Motivatethe workplace? Perhaps, but not necessarily. hesitation. Indecisive sales people snub this America and Chris Alford Concepts. HeWhile the causes of mediocrity are preparedness and repeatedly check with the can be contacted at 866.881.9315, or bynumerous, it is an elected state of mind that desk, a move that suppresses excitement, e-mail at calford@autosuccess.biz. 32
    • JimAdams Mail and E-mail Follow-Up, Part 2 Repitition is the golden Steve Bushnell, parts manager: rule of advertising, (417) 626-3850 so follow-up should continue to be your If I can assist you in any way, feel free to call me. golden rule. Here are a Jim Adams few more examples of important ways to follow-up. Birthday cards, monthly newsletters or vehicle purchase anniversaries are also great Owner follow-up: ways to keep in constant contact with your If you plan to make the automotive industry owner base. Mail and e-mail are also an your career then you must take the necessary outstanding way to call the customer. steps to ensure your success. As I said last month, 99 percent of your customers will Your owner base will be loyal if you stay buy more vehicles if you take the time to in touch and honor your commitments. The remind them that their business is important spoils of success go to the sales people that to you. Below is an example of one-year of understand that follow-up is one of the owner follow-up by mail or e-mail: most important functions of professional sales people. Day one: Congratulations, New business: Your circle of influence is every person in I hope you are enjoying your new car. Thank the world to whom you are connected to. you for giving me the opportunity to assist Moms, dads, aunts, uncles, cousins, friends, you are his cure you. If you have any questions please feel business and church associations. Start a free to call me. master list. Remember “The rule of 500.” There are 500 people who know your name Have a great day, and you know 500 people’s names. You Jim Adams should be able to come up with a couple hundred pretty quick. Now introduce yourself to three new contacts every day. One week: You know, the guy at the bank, the mom Juvenile Diabetes Hi folks: at soccer practice. Add them to your list. affects millions There are around 250 work days per year. Mary Tyler Moore International Chairman and causes long- I just wanted to write and tell you how much If you make a concerted effort to introduce I appreciate your business. I know that who yourself the three new people every day, term complications like blindness you buy from is almost as important as what you will have more than 750 new business and kidney failure. Not to mention you buy. Thank you for letting me assist you contacts who know who you are, where you pain and worry no kid should have with your automotive needs. If you have any work and what you do. to live with. But we’re closer than questions feel free to contact me. Professional selling is about generating ever to a cure. Your help makes life- Have a great day, enough opportunity to achieve your goals. saving research possible. Jim Adams Your daily work plan should be designed Call 1.800.533.CURE or visit to cultivate every source of business: fresh www.jdrf.org. One month: ups, repeat owners, referrals, new business Who’s who at Roper Kia? and be-backs. Your monthly goal-setting should begin with one number: the number Jim Adams, sales person: of opportunities you need to guarantee your (417) 626-3818 success. Duce Lett, sales manager: (417) 626-3840 Jim Adams is the general manager at Roper Kia in Joplin, MO. He can be Brian Lamar, service manager: contacted at 800.905.0627, or by e-mail at (417) 626-3860 jadams@autosuccess.biz.34
    • MarkTewart How To Build a Winning Team Each year at the start people matched to their positions. Many of football practice, baseball historians have reviewed the “Big Vince Lombardi, the Red Machine” of the Cincinnati Reds coach of the Green baseball team in the 1970s and noted the Bay Packers started improvement in the team that was made his season the same when Sparky Anderson, the Reds manager,way. His opening statement to his players moved Pete Rose from the outfield to thirdwas, “This is a football.” Every year, John base to allow the insertion of George FosterWooden, the legendary basketball coach of to the outfield. At the time, the move wasthe UCLA Bruins started his first practice of considered by many to be risky and eventhe season by demonstrating to his players ridiculous. In retrospect, the move washow to properly put on their socks to prevent genius because it allowed the right people toblisters. Pretty basic stuff, huh? be in the right positions. In the book, “From Good to Great” by Jim Collins, CollinsNotice the similarities between Wooden noted that great companies not only mustand Lombardi in the educational formats. have the right people on the bus, but thatWhether it’s athletics or business, you you must have them in the right seats asmust start with the fundamentals first. well. An example would be that great salesJust as if you built a mansion on a weak people don’t always make great managersfoundation, a business built on a weak and vice versa.foundation will crumble. Bill Walton theformer star basketball player for UCLA Next, make sure you give your teamwas interviewed about John Wooden and members the processes to use their skills.he recounted his first practice with Wooden Talented team members going in differentand how the coach talked about putting directions will still create bad results.on socks properly. Bill Walton remarked The proper education of process shouldthat he expected incredible wisdom to include what to do, how to do it, when tocome from his legendary coach in the do it and, just as important, why. Talentedfirst practice and was disappointed that and intelligent team members will alsothe practice started with how to put on provide beneficial feedback to strengthenhis socks. When Bill Walton questioned your process. It can even be argued thatWooden about the first meeting, Wooden’s the process should come first. Talented andreply was simple. If he were to teach bright team members recruited into a badMr. Walton everything he knew about process with limited flexibility to improvebasketball but he could not do any of those the process will just create heightenedthings because he was sitting on the bench turnover problems. In other words, if yourunable to play because of blisters, then all business model is bad, the better the recruit,those teachings would not matter. the quicker he or she will leave.How many times have you experienced or When looking at a big task like creating awitnessed yourself, sales people, managers winning team with a winning strategy, it isand owners looking for miracle cures natural for it to seem daunting. Rememberwithout taking care of the fundamental that all big goals are accomplished one stepbasics? Massive advertising campaigns, at a time. Break down your strategy intocomputers, software, business development small steps. Create a simple flow chart thatcenters, new facilities or cure-all sales utilizes a visual guideline for your goal.approaches won’t matter if you don’t have Put estimated timelines next to each stagethe right foundation in place. to create urgency in creating your success. However, don’t be tempted to reduceWhat are the components of a solid your level of expectations to just say youfoundation? First, you must have the made your deadline. Remember your endright team members. Everything starts destination and take action every day, thewith people. I encourage every manager time of achievement will take care of itself.or owner to raise your expectations andrequirements for the team members yourecruit. Concentrate most all of your effortsinto getting the right people before you Mark Tewart is the president of Tewartmove on to anything else. Enterprises. He can be contacted at 866.429.6844, or by e-mail atMake sure you have the talents of those mtewart@autosuccess.biz.december 2005 35
    • JeffAmegod Maximizing ProÞt There are three specific Number two is to embrace Internet technology the Internet for information and as a direct areas that can maximize and understand how profitable it can be for link for which dealership they will mostly your dealership’s your business. Maximizing sales from your likely do business with, this department can profitability. Internet department is crucial. With only a be the backbone of your dealership. If you’re few simple and inexpensive steps you can not sure how to set up an effective Internet Number one is the dramatically improve both your show and sales department, you can seek a companysales team. It should be professionally closing ratios for this department. If you do that specializes in automobile Internet salesprepared, well trained and knowledgeable not already have an Internet sales department training on the Web.with what its selling. Make sure that your or specific Internet sales employee, you shouldsales force is up to speed on what your consider the development of an effective Number three is an after-market salescompetitors are offering. If your employees Internet sales department immediately. department. This is a great opportunity tohave true potential, then take the time to help Capturing your share of these buyers can increase profits in your dealership. Usingthem reach it. Make sure they have all of the increase your sales by an additional 10 to the resources already available in yourtraining opportunities and resources available more than 50 units per month. store, vehicles should be properly dressedto make them successful at your dealership. on the showroom floor to display qualityAll new hires should be professionally trained An Internet sales department that is capable accessories and aftermarket equipmentbefore they meet their first customer. of increasing profits instantly can be set up that can be added to a vehicle. Customers in a very short amount of time and with very buying a vehicle find this experience to beSome dealerships have a dedicated trainer little effort or expense. By hiring or even new and exciting. Offering customers theon staff, while others look to outside training training existing employees to understand the opportunity to personalize or customize theircompanies. Once your sales team is properly intricacies of automobile Internet sales, you’d vehicle within your dealership will only addtrained, your volume and profits will increase. be amazed at the increase of volume and credibility, professionalism and profit to yourThis will also serve to increase employee profit that your dealership will achieve. transactions.longevity and customer retention. A happyemployee is a productive employee. With more and more consumers relying on By offering these products in house, you will help eliminate any unnecessary risks of damage from unauthorized vendors due Sell More Cars With CarTube to inferior products or workmanship. If a dealership has invested in selling satellite radios or entertainment systems (DVD, CD, Includes free software to create ßyers telephones, etc.) then these items need to be prominently displayed for the customers to Attaches easily to your entire inventory see. Many dealerships have been successful Great for after-hours shoppers in dramatically increasing their back-end profits by simply offering and displaying Quality weather resistant construction top-quality accessories on the show room floor. Adding items such as custom wheels This silent salesperson works 24/7 to a vehicle on the showroom floor will increase sales through the aftermarket sales department immediately. Every dealership should have a dedicated aftermarket sales department to give the customer the opportunity to enhance his or her vehicle to their specific tastes. In addition to increasing front- and back- end profits, a dedicated in-house after- market sales department will dramatically increase revenues for your service and parts departments as well. These are just a few of many proven techniques to help you increase productivity and profitability. for Call ree a F ple! Sam Jeff Amegod is the president of Auto Achievers of America. He can be 1.866.973.9490 www.cartube.com contacted at 866.401.5970, or by e-mail at jamegod@autosuccess.biz. 36
    • JoshWeaver Is Your Dealership an Opportunity- Based Selling Organization At your last sales way through finance. Hold your Finance focus on what happens once the opportunity meeting what did you Manager accountable for attaining an is in the dealership. If you perfect the number discuss? Was there acceptable approval ratio. of opportunities, and perfect the process, the any discussion about sales results will be there. opportunities? If your It is certainly important to track sales numbers, store’s deliveries are however, sometimes in the automotive Josh Weaver is the owner of Impact Directnot where they need to be, you must first industry we don’t focus enough on the LLC. He can be contacted at 866.401.5961,look at your opportunities and have a reliable opportunities that generate those sales. Also, or by e-mail at jweaver@autosuccess.biz.method for accounting for them. Here area few tips to become an opportunity basedselling organization.1. It’s just as important to measure yoursales calls as it is your sales.This is your sales department’s first There is only oneopportunity. Do you know exactly howmany calls came into your store in the last “FACTOR-Y” thatweek? What sources are providing thoseopportunities? Is the number high enough controls sales at yourfor you to achieve your sales goals? Thereare many tracking devices to answer thisquestion. You must first know how many dealership... YOU!calls are coming in. If the number is not Our dealers increase market share in a down marketenough to achieve your sales goals, you have No new incentives? Low inventory? Depressed market?an opportunity problem. You must increaseyour inbound phone opportunities. Call Heidi Martincic NOW to discover the ONE thing you need to sell more cars... and how you can get it TODAY!2. The Up is the means to the end, right?Focus on the means. Is the Up count what Larry John Wright is the #1 Automotive Advertising Agency in North America.it should be? If not why? Where and how We work with dealers nationwide. This year we will produce nearly 6,000could it be improved? This is the next commercials from our state-of-the-art studios. We give you unlimited, highopportunity your sales department has. quality campaigns and promotions. We have negotiated and purchasedCall your desk manager on duty at the end media for hundreds of dealerships. Our media buying strategy is specificallyof the day and ask him or her how many designed for auto dealers and can deliver as much as 30-40% moreopportunities they have had. If the Up count efficiency than you are currently getting.is not where it needs to be, your staff doesn’thave enough opportunities. Without enough If you need results, we’ll show you how to get them. Guaranteed!opportunities, you are wasting your timediscussing the sales results.3. How are you tracking what happens toyour Dealership’s opportunities?Do you know where all the opportunitieshave gone? We are in the age of BDC’s, Larry John Wright, Inc.CDC’s and CRM’s. There are more tools Automotive Adver tising, Inc.than ever available to answer this question.Just make sure that the information going Larry John Wright. Twice as good. Twice as fast. Half the price.into these systems is accurate. If so, yourmanagement team will always know the Contact Heidi Martincicstatus of your opportunities.4. Do you maximize your opportunities in 800-821-5068 heidi@ljohnw.com or www.larryjohnwright.comyour Finance Department? “ I’ve personally consulted with hundreds of automotiveIs your Dealership the one on the block dealerships. You WILL sell more cars through advertising if Heidi Martincicthat says, “if we can’t get them done, no you focus on getting the ONE thing you need.” Senior Vice Presidentone can?” You should be. Managementteams should track an application all thedecember 2005 37
    • ErikStuttz What Fuels Your Vision Dreamers are the The visionaries represent the potential of by a desire to build a model of what we seek leaders of the world what you can one day be, but to determine or by a burning desire to avoid and prevent and the revolutionaries whether or not your vision will materialize the pain that stems from injustice and of our industry. And by into reality you need to ask what fuels it. frustration. We’re fueled either by a desire to dreamer I really mean move toward something good or away from a person who dares to While success cannot be sustained without something bad.set out and accomplish a central purpose and vision, vision is not enough to achievevision in his or her life. success. Why do some visions succeed and Think of the visionaries you know personally others fail? Why do some visionaries enjoy and I’ll bet that the most persuasive andThose without vision fall an easy prey to fleeting success only to fail in the end? And persistent of the bunch are those who areworry, fear, trouble and self-pity, all of which does failure to accomplish the desired result fueled by a burning vision of what could beindicate weakness and serve as precursors to equate to ultimate failure or does the strength or a problem they want to solve or a dreamfailure. The leader who treasures a grand of character gained provide the true measure they want to achieve. Many of these peoplevision is more likely to realize his or her of success, from which to form a new starting have had what I call a Popeye moment.lofty ideal than someone who merely wishes point for future triumph? What determines Popeye was a regular guy until someonefor an outcome. But a vision does not the staying power of any leaders’ vision? The threatened Olive Oyle, at which point he’dguarantee success. answer to those questions depends on the tear open a can of spinach and cry out, “I’ve leader’s ability to clarify the vision, but more taken all I can stands, and I can’t stands noChristopher Columbus treasured a vision of importantly, it depends on what inspired the more!” With muscles bulging, he’d save thea new world, and he discovered it; Nelson vision. All that a person achieves and all day and rescue Olive from her tormentorMandela cherished a vision of equality, and that he or she fails to achieve is the direct every time. A leader of great convictionhe was willing to go to prison and even to result of the clarity and the fuel of his or her has had his or her Popeye moment, hasdie for it; Henry Ford cultivated a vision own thoughts. Fuel comes in two varieties: experienced injustice and chooses toof affordability, and he mass produced it. positive and negative. Our visions are fueled confront it and change it. Rather than run from what pains them, great IV leaders embrace that which breaks their BEST PRACTICES heart; using those experiences to fuel their vision of what could be. In our industry, a Popeye moment might arrive after years of experiencing the anger, frustration and distrust that customers can bring into your LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES showroom. A Popeye moment might come Mark your calendars after too many long hours on the point, too now for the much internal conflict with other people at the dealership and too much dis-ease coming Practices Summit from internal and external negativity. A IV, May 18th and Popeye moment might come when a family 19th 2006 at the member, friend or stranger makes one more Venetian Resort rotten comment, sarcastic joke or show of and Hotel in Las disapproval at your choice of professions. In Vegas, NV. Dealers our industry, a person either succumbs to the and Managers only. negative stereotypes, eventually perpetuating Tickets $495 per them or has a Popeye moment and uses the person. injustice so prevalent in the car business to fuel a vision of what could be. The next time you experience pain and injustice at the dealership, I challenge you to seize a Popeye moment and become the change you want to see. Use your frustration to fuel your vision and you’ll increase the staying power of your own success. Erik Stuttz is the vice president of consulting for the STC Group. He can be For more information, contact us today. toll free 866.402.6982 contacted at 866.402.0697, or by e-mail at estuttz@autosuccess.biz. 38
    • BrianEpro e-Newsletter Metrics Uncover Buyer Behavior, Desires and Buy Signals The true power of e- Subscriber detail reporting can actually tell will be considered more valuable, and newsletter marketing is you when the time is right to turn up the heat therefore result in greater brand exposure, the analytics that track on a particular sales lead, and when it is best improved customer loyalty to the dealership the behavior of each e- to simply let it simmer on the back-burner. and higher lifetime customer value. newsletter reader as he or she clicks through The challenge is to plan, automate and Article popularity can be used as a guide tothe articles. E-Newsletter reporting provides operate these buy signals. E-marketers will overall marketing strategy, too. For example,precious covert intelligence that can uncover optimize the content and navigation of their a BMW dealership included a sneak peekbuy signals and enable sales associates to e-newsletters so relevant content compels story about the new M6 luxury coupe in aclose sales more quickly. readers to click their way to a more advanced recent issue of its e-newsletter. The strategy engagement with the dealership (e.g., links had been to place most of the emphasis onClick-tracking: the hidden gem of e- to the dealer Web site, forms for requesting lower-end products with broader appeal.newsletter analytics a test drive, etc.). Some e-newsletter To their surprise, the reporting showed thatWhen people think of e-newsletter reporting, service providers offer professionally the article about the M6 - a 507-horsepowerthey usually think of statistics like delivery written content. This can be a tremendous automobile that defines the high-end with arates, open rates, unsubscribe rates, etc. advantage because professional writers are sticker price well over $100,000 - was far trained to draft article content that propels and away the most popular article in theThere is another level of e-newsletter the reader into action. It also frees your issue.analytics. Click tracking, or subscriber detail Internet manager from the burden of contentreporting, allows the e-newsletter publisher creation, which is the most common reason Armed with this information, they areto look at the exact behavior of individual e-newsletter initiatives fail or never get off planning a special dealership promotionreaders what links they clicked, what articles the ground in the first place. around the arrival of the M6. Based on thethey read and how much time they spent popularity of the e-newsletter article, theyreading each issue. Investigate the reporting capabilities of your expect the M6 promotion to be a strong draw e-newsletter service provider. Reporting to boost dealership traffic. And if they sellSubscriber detail reporting uncovers buy tools should make it easy for you to monitor even one M6 as a result of the promotion itsignals subscriber activity and identify buy signal will easily justify the annual expenditure onClick-tracking analysis is critical for auto behavior. Make sure you have the ability their e-newsletter.dealers. Imagine, for example, that an e- to set up automatic alerts to notify younewsletter subscriber spent seven minutes when readers submit forms requesting e-Newsletters add beauty and brains toreading your e-newsletter. You could see appointments for service and test drives. auto dealership marketingthat the subscriber read a product review E-Newsletters afford the local dealership theof a new car model then clicked the link at Give them what they want: Article opportunity to execute professional-lookingthe bottom of the article to connect to your popularity drives strategy branding campaigns at the local level. ButWeb site’s real-time inventory of new cars, Another metric that can pay great dividends the true beauty is in the braininess of thisthen clicked to the test drive request form. if monitored properly is the popularity of marketing vehicle. Newspaper advertising,This e-newsletter reader has exhibited a each article. Gauging the readership of each local television and direct mail cannotclear buy signal, and you would want a sales article provides you with an understanding provide the same measurable effectivenessprofessional to follow up immediately. of what type of content is of most interest to and market intelligence that is easily subscribers. available via e-newsletter metrics.Contrast this behavior to the e-newsletterreader who opens your e-mail, scans a Article popularity should drive decisionslifestyle article about a movie review or about the editorial calendar as contentlocal vacation destination and closes the for future issues of the e-newsletter is Brian Epro is the marketing manager fore-mail. That subscriber may eventually turn developed. Delivering what the readers the Automotive Services Group of IMN.into a more serious lead, this is the perfect want is essential for reducing the rate of He can be contacted at 866.393.3919, ortime to create and establish a relationship. dropped subscriptions. Interesting content by email at bepro@autosuccess.biz. SUCCESS IS JUST A SUBSCRIPTION AWAY! To get your subscription to the #1 sales-improvement magazine, call 866.269.8604. 12 issues for $75. 40
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