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

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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  • 2. THANKS! To all of you who stopped by to see this year’s UST-SEE COMPANI NADA 2006 O R L A N D O F L O R I D A
  • 3. Take our customers...Please!Why chase false leads when you can have real,qualified customers?She completed an extensive application, pre-qualifiedwith flying colors, received her purchase check, andnow she just needs a car. Want her contact info?Become a myAutoloan Preferred Dealer now.Our approved customers arrive with financing in place.Our qualified customers have passed an extensiveverification process through our Preferred Placement®technology. Now, all you have to do is put them in thedriver’s seat.Each month, we approve hundreds of qualified, ready-to-buy customers in your area. They prefer all brands,all models, and great service. But they don’t requireselling – they’re ready to buy!To choose your spot on our Preferred Dealer Networkand start getting these customers, give us a call toll freeat 866.625.2668, send an email to,or visit our Web Site at partnership with Complete Customer Contact Details Exclusive Territories Entire Credit Spectrum Applicants Exclusive Real-Time Leads by Zip Code 24/7 Online Dealer Access Customers are Buying Now REAL LENDERS - REAL LOANS - REAL TIME
  • 4. CONGRATULATIONS 8 Making Strong Connections BrianTracy to the men and Search Engine Marketing 10 Search Engine Optimization and DavidKain women of the 2006 US Winter Rejecting Rejection 12 SteveLevin Olympic team. Compliance Science 16 EricHinkle Nine Phrases Every Good Sales Person Should Know 17 JeffMorrill What Employees Really Want 18 TomGegax Trick Me 20 ChrisAlford Whats the Point of Purpose 22 SeanWolfington See Spot Run ... Seen Spot Lately, Keep Reading 24 MichaelYork The Used Vehicle Market-Maker 26 BruceThompson Review Sales Performance 28 KirkManzo Stop Selling 29 DavidJacobson Advertising and How to Fix It 32 Why People Dont Respond to Your Direct Mail and ScottJoseph The Wow Factor 34 ChrisHanson More Cars 36 How Watching American Idol Can Help You Sell JimmyVee & TravisMiller The Five Keys to Great Customer Service 40 Sales Sells the First One, Service Sells the Next Five. JimAdams Do You Check Your Faith at the Board Room Door 42 26 JesseBiter cover Explode Your Sales Success 43 MarkTewart Are You in Your Customers Face Too Much 44 PattiWood What Exactly is Digital Marketing 46 Discover How Tasca Used Digital Marketing to Sell 82 Extra Cars a Month BobTasca III We would like to acknowledge a correction from last months issue, the spelling of writer Glenn Shepard Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist Susan Givens, Vice President Brian Balash, Sales-improvement Strategist 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 Thomas Williams, Creative Director Charlie Tierney, Sales-improvement Strategist toll free: 877.818.6620 facsimile: 502.588.3170 Courtney Paris, Sales-improvement Strategist Chris Feck, Sales-improvement Strategist web: helping to promote... monthly verses... Philippians 4:7 “The peace of God...will guard your hearts.” Proverbs 16:24 “Pleasant words are as a honeycomb, sweet to the soul, and health to the bones.” God is the source of all supply 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 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.
  • 5. sts fos ls ms sf fis sales and training solution Making In his book, “Frames social needs that we all have: inclusion, of Mind,” Dr. Howard control and affection. Gardner made the revolutionary The first, inclusion, is the need to feel that statement that people we belong, that we are included in families, possess several forms work groups, social groups, business of intelligence. He concluded that we are organizations and professional associations. all intelligent in a variety of different ways, We need to feel wanted, accepted and and even if we didn’t receive great grades in important. school, we can still be intelligent in other areas. Two of these areas are intra-personal The second social need we have is the desire intelligence and inter-personal intelligence. for control. Psychologists have concluded that the basis for a positive mental attitude Intra-personal intelligence is defined as how is a sense of control. We are happy to the well you get along with yourself. If this is degree to which we feel we have a certain how well you know yourself, understand amount of control over our lives. We are yourself, and are clear about your strengths unhappy to the degree to which we feel out and weaknesses, values, opinions, goals and of control. Most stress is caused by being out dreams. People with high levels of intra- of control of some part of our lives that is personal intelligence are extremely aware important to us. of who they are and who they are not. This enables them to be honest and objective with The third social need we all have is the themselves and, as a result, they are more desire for affection. It is hard to live without honest and objective with others. the knowledge that someone cares about us. Sometimes, just knowing that even one Inter-personal intelligence is the foundation person somewhere cares about us is enough upon which another intelligence, inter- to give meaning to our entire lives. personal intelligence, is built. Inter-personal intelligence is an ability to communicate, In publishing circles, there is an expression: negotiate, interact, persuade and influence a work in progress. This is a book that has other people. People who are successful in all been scheduled for publication but which is businesses requiring active interaction with not yet complete; the author is still working other people such as sales people, managers, on it at one stage or another. Each of us is counselors, consultants and lawyers, all have a work in progress. Each of us is born and a high degree of inter-personal intelligence. grows up immature and inexperienced in You can increase your intelligence in any the ways of the world. Over time, and with area by learning and practicing in that area. a lot of hard knocks, we develop a greater And perhaps the most important intelligence depth of character and personality. And all you can consciously and purposefully of our lessons are learned in the crucible of develop is your inter-personal intelligence. human contact. That’s because forming and maintaining relationships is vital to both your There are certain parts of your personality professional success and your self-image that will remain completely untouched and - your intra-personal intelligence. undeveloped unless and until you enter into deep, meaningful, intimate, emotional Our personalities are largely shaped by the relationships with people you love and way people react to us. Our only indication who love you in return. It is only then that as to who we are at a young age is the you develop the depth of personality that way people treat us. If people treat us with makes you a more interesting and complete kindness, respect and good humor, we individual. eventually conclude that we are pretty good people who deserve kindness, respect and On the wall of my fist karate dojo was a sign proper treatment. that said, “The ultimate aim of karate lies not in victory or defeat, but in the perfection of Psychologists have identified three basic the character of its participants.” I think that8
  • 6. BrianTracyStrong Connections is the ultimate aim of life as well. And it is The fifth principle is caring. The greatest hardly possible for you to become everything gift that you can give to others is the gift you are capable of becoming without the of unconditional love and acceptance. The lessons that come through relationships with kindest thing you can do is to refrain from people for whom you care deeply and who, criticizing, condemning or complaining to in turn, care deeply for you. them or about them. Think of yourself as a people-builder rather than a people-basher. Relationships can be extremely complicated, Catch them doing something right. Always MUST-SEE but to build and maintain quality relationships look for ways to make people feel more COMPANIES NADA 2006 requires only a few basic principles. Let me valuable, more respected and more loved. give you seven. The three most powerful words in any relationship are, “I love you.” Repeat them The first is the principle of trust. All as often as possible and in as many different relationships are ultimately based on trust. ways as possible to the most important To build trust, you always keep your word. people in your life. You remain consistent and dependable in everything you say and do. You become the The sixth principle is a combination of kind of person who is utterly reliable in every praise and appreciation for everything that situation. You never do or say anything that others do for you, large and small. When can shake this fundamental foundation of you express your appreciation to another trust upon which your relationships are built. person for something they do for you, they feel better about themselves and want to do The second principle is respect. Taking more of it. And there is a kickback effect time to deliberately express your respect that causes your own self-esteem to go up, for the uniqueness of an individual makes exactly as if you had been praised. him or her feel very valuable and important. By demonstrating that kind of respect, The seventh principle is helpfulness, you build and enhance the quality of your especially for those people with whom you relationship. live. Your constant willingness to step in and do little things to alleviate the burdens The third principle for success in relationships felt by your spouse and children is always is communication. In communicating well appreciated and respected. This willingness with another person, time is the critical to share, to contribute, to help each other is factor. The value of a relationship can an important facet of lasting relationships. increase for both you and the other person depending on the amount of time you invest. Perhaps the most important thing you ever When you take the time to focus on the do in life is build and maintain long-term, important issues of a relationship, you open happy, healthy, fulfilling relationships with the channels of communication. And when other people you love and who love you. you listen attentively, calmly, quietly and When you make everything else secondary with total attention, you demonstrate the to this central purpose, you will find respect you have for the other person and yourself enjoying happiness and rewards deepen the level of trust between you. in exponential proportion to the efforts you put in. The fourth principle is courtesy. When you say “please” and “thank you” on a regular basis to the people in your life, you make them feel better about themselves and about what they are doing. You raise their self- esteem. And unfortunately, it is often with the people we care about most that we are the least courteous and polite. Emmet Fox Brian Tracy is the chairman and CEO once wrote, “If you must be rude, be rude to of Brian Tracy International. He can be strangers. But save your company manners contacted at 866.300.9881, or by e-mail at for your family.” march 2006 9
  • 7. sts fos ls ms sf fis DavidKain marketing solution Search Engine Optimization and Search Engine Marketing Dealers recognize to the consumers’ typed-in search criteria enough for a novice to navigate. Where it got that leads generated then rank it in a manner that should meet complicated was in my selection of words from their own Web the consumer’s expectations. That is the and phrases. I tried to think like my customers site close easier and intent, at any rate, and it is the most critical and guess what they would type in if they cost less than what is element of search because the search engine were considering my services. Logical terms available from third- companies know consumers will keep using like Internet sales training were easy enoughparty lead providers. For years, dealerships the search engine as long as it is a tool that but when you consider what other termshave been trying to drive traffic to their sites meets their needs. This is why Google, Yahoo people may type it becomes quite a variety of means — promoting their and MSN are so vigilant in making sure they Just using Internet sales training I cameWeb address on business cards, stationery, guard against fraudulent practices designed up with about 50 different phrases when Itelevision, radio, newspaper, billboards, to cheat the system. When the search returns factored in typos (Internet Seals Training)direct mail, T-shirts, park benches, soda irrelevant information there is a high risk that and locations (Northeast) and brands (Audi)machines — you name it. None of these the consumer will reject search engines and and descriptive terms (Quality). While at themethods were able to generate the kind seek data through other means. NADA conference, I visited several SEMof Web site traffic volume necessary to vendors and found that part of their primarycrank out a meaningful number of vehicle SEO Basics offering was generating relevant search termsleads. The effort was well-intentioned but Being a fiscally conservative business person in multiple combinations to match your Webexpensive with a low return on investment. the first thing I wanted to know was what site to the phrases a search user wouldDealers found that spending the same money could be accomplished without having to potentially purchase leads from lead providers was a spend any money. Surprisingly, I found outbetter deal and gave them certainty that they there were quite a few ways to improve my SEM budget considerationswould actually get leads. organic or natural listing just by making a Something I learned quickly was that some few simple adjustments. terms will quickly use up your budget soWith online consumers increasingly using you will want to plan for this carefully. Forsearch engines to research nearly everything, Listed below are a few keys to optimizing example — Ford trucks would be a greatan opportunity was born to refocus efforts to your Web site for search: phrase to be associated with but because itbuild large volumes of dealership Web site is typed in so many times each day it wouldtraffic. This inexpensive method to drive • Page titles — make sure the text in consume your daily budget early in the day. AWeb site traffic is being quickly embraced by the title matches the text on the page. better term would be a localized search termleading Internet dealers. What is nice about In your browser at the top you can see like “Ford Trucks in Lexington, Kentucky.”SEO and SEM is you can do it yourself or the page title, and mine used to say You will likely find buyers closer to youryou can hire someone to handle it for you. Home and now it home who will feel comfortable clicking onMany Internet directors use the do-it-yourself says what services I offer, which makes your link.method and have achieved excellent results, it easier for the search engine to find.which means their cost-per-lead is lower, and • Alternate text on pictures — Web- My advice to youthey are achieving high close rates on their building software allows you to enter At the very least get your Web site builder toWeb site generated leads. Dealers who don’t text to describe a picture on your site optimize your site as soon as possible so yourhave the staff or experience to do it in-house, and the more they describe what you dealership shows up in the organic search,have several options available to them. In the offer the better your search results. Each especially in your local market. When itpast year or so, several dealer-facing service vehicle picture could have alternate text comes to SEM, I recommend outsourcingcompanies have opened their doors to market with the vehicle name which could the task, because it can be a full-time job andtheir SEO and SEM services to dealers. improve your search ranking. you can blow through your budget quickly • Paragraphs on the pages describing without getting the results you require. YouSearch and the consumer your business — A good volume of want your Internet team focused on sellingSearch engines are popular because they words describing your business and and just managing search terms that canprovide a quick method to research most the services you offer are beneficial in really consume valuable time. Select theeverything. Search engines are also forgiving providing the hooks necessary to return provider that you feel most comfortable with,because they allow us to type in what could your site higher in the ranking. While and consider the expenditure like you wouldbe considered confusing information and still words may not be as attractive as flash traditional advertising and hold the SEMfind what we were searching for. they are critical to optimizing your site. provider to a high return on your investment.Search engine companies consider the SEM Basicsconsumer experience to be the critical SEM is more complicated than I expectedelement to their success, and the cornerstone when I first considered doing it on my the consumer easily finding what he or SEM allows your dealership to be displayed David Kain is the automotive Internetshe is searching for. These companies have in the frame at the top and side of the organic training specialist at Kain Automotive Inc.created remarkable technologies that can search listings. I set up a Google AdWords He can be contacted at 800.385.0095, or byread the information on various Web sites account, which was very easy to do, and e-mail at, oralmost instantly, determine the relevance the step-by-step instructions seemed easy visit 10
  • 8. MUST-SEE COMPANIES NADA 2006SOME IDEAS ARE TOO GOOD TO KEEP TO YOURSELF.One great idea leads to another.While envisioning the new Ultimate Warranty, a number of ideas cameto mind. Bringing those ideas to life is what creates forward motion.While just the first of many solutions, you can now file a claim online.Try it once, and you may never pick up the phone again. Just anotherway that Ultimate Warranty is setting a new standard of excellence. 800.576.5113 WWW.UWC21.COMSETTING STANDARDS. ACCELERATING EXCELLENCE. Visit us at NADA booth #4074Service Contracts Gap Etch Roadside And So Much More Products Insured By Top Rated Insurance Carriers
  • 9. sts fos ls ms sf fis SteveLevin sales and training solution Rejecting Rejection Like actors who your confidence grows, resulting in a more you have just put out the fire. Since audition for roles positive outlook and attitude. you agreed with the customer there is only to be rejected, no difference of opinion. You are now car sales people are Listening is another. When we greet a on the customer’s side. constantly hearing customer we don’t know how much legwork“No.” Let’s face it: Our selling process goes he or she has done or what he or she has 3. Now comes turning the objection tohand-in-hand with rejection. If everyone just heard, read or been told. Your main objective your advantage by saying, “But …”.said yes to buying something, there would should be to help put your customer at ease. “But Mr. Jones, you said that you …”.be no need for sales people. The consumer Talk with them and listen to what they are When you get an objection, alwaysdoes not buy cars every day, but you sell cars saying. You can gain valuable information agree first then say “but” and turn itevery day. So how do we cope and continue from listening. Listening also becomes around by stating your do what we do best — sell cars? And how therapeutic to the customer as it showsdo we change “No, I don’t think so” to “Yes, sincerity and understanding, as well as good There are several other ways to helpit’s a deal”? manners. A great sales person never asks a minimize rejection. When you find out your question that he or she doesn’t already know customer’s primary wants or needs, ask forThere are several ways to combat this the answer to. trial closes along the way. They are easynegative emotion, and mastering the power and effective. You might say somethingof positive thinking, which is fueled by Automobile buyers reject what we say when like this: “Mr. Jones this vehicle gets greatknowledge, is first. The more knowledge it conflicts with what they have read, been gas mileage: 32 mpg on the highway and 27you acquire, the more confident, persistent, told or have researched. Sometimes their mpg in the city. And, as I recall, you said youdetermined and optimistic you become. information is correct and sometimes it’s not. were looking for a car with good gas mileageIn our business the process starts with (the next three words are critical) isn’t thatproduct knowledge. As you gain more When Harry asks his father what kind of right?” The customer has to respond in aspecific knowledge of the vehicles you sell, car to buy, dad says, “Only buy American. positive manner. You just did a trial close. We live in a great country, and we need to Find four or five features that are important Sell More Cars keep our economy going!” Then Harry asks to the customer. Explain the feature and then the same question of his friend at work, say, “Mr. Jones, you did mention that this who just bought a new Japanese car. Now feature is important to you, right?” Wait for With CarTube what’s Harry to do? As Harry goes through the positive response. Trial closes are simple funneling all this information through his and easy, and the more times the customer brain he finally comes to the conclusion he says yes, the less rejection there will be. It’s doesn’t know what to buy. All he knows is the preparation to the close that’s important, Includes free software to create flyers he needs a car. Dad says one thing, and his not the close. Attaches easily to your entire inventory friend says another. Who’s right? They both are. So now Harry starts car shopping, and Zig Ziglar said it best: “Positive thinking Great for after-hours shoppers his head is twisted, not knowing which to will let you use the abilities, training and Quality weather resistant construction buy or where to start. So, when Harry meets experience you have. To respond is positive, This silent salesperson works 24/7 the sales person, guess what happens. to react is negative.” The power of positive thinking is built on product knowledge. So Here are a few ways to turn around the by learning the features and benefits of all negative responses you may get. the models you sell and sell against, will gain the power of knowledge and embody 1. Ask why. Many times a customer will the confidence, persistence, determination respond and give you more information and optimism that will make you a true that might turn the deal in your favor. professional. Remember knowledge breeds It is also therapeutic for the customer confidence, confidence breeds enthusiasm to talk; it has a calming effect, and you and enthusiasm sells cars. remain attentive to your customer. You are showing sincerity and are bonding for with him or her. Just ask “why” and let Call ree the customer go on and on. In most a F ple! Sam cases, you will turn the customer 1.866.973.9490 around. Steve Levin is the president and creator of Motormouth. He can be contacted at 2. “I agree.” By making this statement 866.662.9958, or by e-mail at 12
  • 10. You Are Guaranteed to IncreaseYour Bottom Line in One Year by$250,000 or I’ll Pay You $10,000!Hi my name is Mark Tewart. I am This isn’t some magic-button, pie-a renowned expert in automotive in-sky fad. These are real-world andsales, sales marketing and sales proven methods for massive profitmanagement. Many of you reading this improvements. It takes hard work andmay have heard me speak at seminars, lots of commitment.state association meetings, NADA orNIADA conventions. You may have The second reason for me beingread my articles in AutoSuccess or picky about who I work with onother magazines or seen my shows these projects is that frankly I don’ton Automotive Satellite Training have the time. To create the massiveNetwork. results that you and I are looking for requires a great deal of my time andWhether you know me or not, you effort. I am an in demand speaker,may be wondering what allows me to trainer and consultant and I own three MARK TEWARTbe able to make such an outrageous successful businesses. Because of my Tewart Enterprisesclaim. The answer is simple. I have time restraints, I refuse to spend timeaccomplished this for my clients and effort with wanna-be’s. I only (888 283-9278) orevery time I have tried without fail. align myself with passionate people 513 932-9526 orIf a client follows my full-proof and committed to winning. email me at withproven methods, the results are as your information and we can talk.predictable as the sun coming up every The third and final reason for me beingday. That may sound arrogant to some selective is my reputation. I can’t write Sincerely,of you, but to me and my select clients ads like this and make such incredible Mark Tewartit’s just reality. guarantees unless I can bring the results. My reputation is beyond solid. P.S. If you are going to the 2006Every year I am bombarded with NADA Convention in Orlando,dealers that ask me to help improve By the way, the $250,000 bottom line come to my workshop – “How Anytheir sales and profits. I reject most of improvement is just an example. I Dealer Can Improve Sales Resultsthem. I only choose a few each year to have had some dealers increase their This Year”work with on such a large scale. There bottom lines by more than $1,000,000are a few reasons why I carefully hand in just one year. Look at it this way, I P.P.S. Don’t miss my Highpick who to work with. don’t take $10,000 guarantees lightly. Performance Management Seminar I put my money where my mouth is. March 15 &16The first reason is that it’s easy foryou to say you want to improve but If you want to talk to me in strict Call 888 2TEWART or go tomost people don’t want to do the confidentiality, call me at: forthings necessary to make it happen. 888 2 TEWART details Visit to receive your free newsletter
  • 11. Come see these speakers talk about Case Studies and Best Practices that can help your dealership immediately. Dean Evans David Kain Sean Chip Perry Scott Joseph Vice President of President, Kain Automotive Wolfington CEO and President, President & CEO, Marketing, Dealix Inc. Internet & BDC Owner, J&L Marketing, Inc. Training Specialist Case Study: New Variable You will learn: Case Study: How to use Internet Advertising Best Data Print Campaign - Internet Marketing that You will learn: BDC/Internet departments Practices Management System generates high quality - Mapping out the best to sell 100 - 500 extra cars increases Dealership’s a month. market share from 8% to leads Internet sales process You will learn: - Maximizing lead - E-mail templates for the - How’s top 20% and grows net profit You will learn: from $170,000 to over $1.6 generation from your best short and long-term - Setup a successful BDC/ performing dealers get their million in just one year! Web site communication Internet department outstanding results - Maximizing third party - Phone script elements - Use the Web to promote - Take home examples of You will learn: automotive sites that turn leads into all your profit centers effective merchandising - Trigger marketing - Metrics that matter appointments - Use the Web to drive you can put to techniques using customized showroom & phone traffic Web pages and direct mail. - Focus on return on - Recruiting, hiring and immediate use - How to increase your floor investment compensating for results - Sell old stock, vehicles & parts inventory and phone traffic during your - Use e-mail marketing slowest days of the week. to drive more traffic for - A Growth Strategy to grow zero cost your gross profit a minimum of 33%After our CFO and I attended our firstSummit in Nov. 2004 we used theinformation to help us form our ownBusiness Development Center. The Darren Haygood Jennifer Al Babbington Chris Hanson Rad Weaver Director of CRM & Internet Picheco Chief Executive Officer, Award Winning Red McCombsinformation provided by the vendors Sales, Lokey Automotive Director of e-Commerce, Germain Motor Company CallCommand DaimlerChrysler Sales Person You will learn: Case Study: “Ford & Toyota You will learn: Dealers today run the risk of Dealer Sells 500 Extra Cars - How to groom your salesand dealers enabled us to cut out a lot - Maximize your ROI Maximizing Your Internet under-communicating and also over-communicating to people to be 20-plus car Online” - Learn how to increase people a month Department’s Potential their customer. So what’sof mistakes that would have been made your Internet dept. gross profit the right mix? - Proven processes that work anywhere You will learn: - How we increased our - To price or not to price You will learn: - Show your sales peoplewithout the information. In April 2005 - Stop giving units away just - Core structure: size matters You will learn: -Unlocking the potential in how to make, develop and Internet sales from 40 to 500 in one year to gain market share your database maintain Raving Fans - Where you are vs. where - How we tripled our Webour BDC was officially launched and is - How to stop selling price and start maximizing ROI you’re headed -Understanding the lifetime - A sales process for today’s sales person and customer site traffic through free - Your leads and where they value of your customers marketingnow the hub of our entire dealer group. - Redefine your used car Internet strategies come from - You heard the customer, -Automating professional & consistent communication - Specific follow up process for sold customers - How we increased out - Turn leads into -Maximizing owner loyalty - Specific follow up process leads from our Web siteIn Nov. 2005 the BDC manager and I appointments, now what? - When follow up is not -Increasing repeat & referral for unsold customers - How to close over 35 - How we staff, train, pay appointments into sales business and keep great people enoughattended our second Summit. My BDC - Conduct monthly phone blitz sessions - Attitude is everything -Increasing frequency of purchase & spend per visit percent of your Internet leads and increase customer - How we handle pricing to maintain gross profit loyaltymanager was equally impressed with thecontent of the meeting and walked awaywith a lot of useful information. I thinkwhat makes these 2 days so informativeis the fact that you not only see theapplications available in the marketplacebut you also see how they are used by Jesse Biter Dave White Ashley Antonio Jennifer David Thomasreal dealers. It would take weeks to President, HomeNet General Manager Internet CRC Director, Paragon Lampinen Owner, David Thomas Auto Operations, DARCARS Honda Group, Ltd.research this much information. I would Case Study: How Automotive Group Case Study: How to CRC Director, Paragon Honda proper online vehicle properly train and manage You will learn:recommend any dealer doing business merchandising can make Getting the Most Out of Your your CRC staff to ensure the Case Study: Key steps - How to cut your you stand out Internet Department best results possible to becoming an award advertising expenseson the Internet to attend one of these. You will learn: You will learn: You will learn: winning CRC department - How to get more exposure - Proper hiring practices for less expense You will learn:Thanks again, see you at the Summit! - How to work Smarter, not Harder - Effective techniques for handling the incoming and - Training methods - How and when to train - Develop your people - Gorilla marketing campaigns that work - Create a process-driven - How to maximize sales on out-going Internet phone - Who to train environment - How to create free the Internet calls - Where training should - Do you know what kind of publicity be doneGene Leitner, - Creating sure-fire processes that will maximize -The importance of mystery job you are doing? - Measure your results - How to generate car reviews in the right appointments and sales phone shopping the - Think outside the box: publicationsGeneral Manager, Norris Honda competition - Constructive Call Look at what other - How I grew market share industries are doing that in the world’s worst location Monitoring works - Training Incentives - Never stop growing
  • 12. SUMMITIV BEST PRACTICES LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALESMay 18th and 19th,2006. At the VenetianResort and Hotel, LasVegas, NVDealers & ManagersOnly!Two days of intenselearning. Dramaticallyimprove your results.Limited Seats,Register Today!Case studies fromsuccessful dealershipsacross the country.Class room styleseating only $595 inadvance, $995 afterApril 18th, 2006.Speakers subject to change Call today to register. toll free 866.239.3712 web
  • 13. sts fos ls ms sf fis EricHinkle marketing solution Compliance Science Dealerships are at or illustrations when describing specific the vehicle was sold a month ago. the peril of both the vehicles is against the law. If a vehicle’s disgruntled consumer stock number, VIN, mileage, color and price A simple fix is to use software that as well as the Federal are advertised, then the photo must be of that seamlessly integrates with your DMS. There Trade Commission. particular vehicle. Having no photo may lose are Web-based applications that will pollBuyer’s guides had to be made mandatory to sales, but loading a false photo may land you your inventory from the management systemfilter out the deceptive dealers and give the in court. and upload new vehicle arrivals onto third-buying public some peace of mind. If they party Web sites within a few hours. It willare not correct, your dealership can be in for According to the New York Attorney also remove sold units automatically fromsome serious trouble. General’s Advertising Guidelines for those same Web sites once the vehicle has Dealerships Guide, an inaccurate photo been removed from active inventory status.Your dealership should attempt to have a or illustration applies to text descriptions This reduces the amount of work necessarybuyer’s guide placed in full view and affixed as well. Careful consideration must be to remain compliant with some of theto the window of each vehicle that is for sale. given to companies or individuals that difficult truth-in-advertising laws.The buyer’s guide is mandated by the state dealerships hire to gather vehicle data andto have specific language and information photos. Using inferior software products to The Internet offers a cost-efficient andplaced on each guide that is consistent create vehicle descriptions for your window broad-reaching advertising medium. Thewith that particular vehicle. Most states stickers and Internet advertising should rules that dealers must follow have notfrown on the handwritten version, mainly be avoided. If you hire an outside firm to changed because updating information onbecause the laws state that it must be legible. load your descriptions and photos, choose the Web is more difficult. All the old rulesComputer or typewriter guides are highly a company that uses a best in class VIN still apply, and everyone is watching.recommended but they can be difficult and decoder with manufacturer’s vehicle datatime consuming to produce. to avoid mistakes. Applying the original Pursue the correct software that will enable manufacturers’ data to your pre-owned your dealership to create vehicle-specificAside from a surprise visit by the FTC, there inventory can be very descriptive and less window stickers and Internet an even more feared set of compliance likely to contain mistakes. Make certain the buyer’s guides you placeissues that are slowly creeping into on your vehicle can be generated by the samedealerships: truth-in-advertising laws as they Another challenge facing the Internet dealer package easily and within FTC guidelines.apply to Internet marketing. The fact is there is the appearance of a bait-and-switch tactic. The same software package should be ableare many dealerships that are susceptible This occurs when a dealership places a to poll your DMS to upload and removeto litigation based on their methods of vehicle online and then fails to remove a sold inventory in conjunction with your dailyadvertising that are in direct contradiction unit from the advertised Web space. Timely system updates. These updates can mean theto most states’ unfair trade practices laws. removal of sold units from several sites can difference between a sale and a fine. Lastly,Most states post their unfair trade practices be tedious and time consuming. Reasons this choose a system that integrates all the abovelaws online for review. Taking time to get occurs may vary. An Internet manager may with a seamless photo tool that allows you toreacquainted with these legislative acts move on to another dealership leaving an post vehicle-specific photos to your listingsshould be done on a regular basis. unsuspecting replacement with the challenge without spending a lot of time or money. of getting up to speed. This doesn’t take Using an all-in-one tool will reduce errorsSome of the most common violations of away the fact that consumers are still visiting and keep your Internet marketing effortsthese laws are in how dealers represent pre- automotive Web sites at a record pace. The more profitable.owned inventories to consumers on the Web. customer will still expect to drive up to your Eric Hinkle is the chief operating officer ofSome are still advertising a stock photo in dealership and see the vehicle he or she ESP Data Solutions. He can be contactedplace of an actual picture of the vehicle. In saw represented on the Web. He or she will at 866.663.9037, or by e-mail atmost states, using inaccurate photographs probably be disappointed or angry when told If Youre Involved With Increasing Revenue, You Should Have One. Buy one subscription for $75 and Spring into get one FREE! 866.269.8604 16
  • 14. sts fos ls ms sf fis JeffMorrill sales and training solution Nine Phrases Every Good MEET YOUR NEW Sales Person Should Know These phrases will “Make me an offer” because you want to E-PLOYEE... help you in a variety avoid negotiating with someone who hasn’t of situations. Practice committed to buying a car at any price. them by role-playing with a colleague during 6. Customer wants to enter into a negotiation WORKS 24/7 WITHOUT A down time. at an appropriate time. SICK DAY OR VACATION! “If we could fit this car into your budget,1. Early in qualifying. will you write an order with us today?”“Are you interested in a new car or onewith a few miles on it?” Better than: Simply assuming that he or she is buying today rather than confirming it.Better than: “New or used?” because it gets Without this question, you end up with a lotnew-car customers thinking about demos, of, “Thanks for the figures, we’re going toprogram cars and pre-owned cars, which think about it.”increases the number of ways you can fit thecustomer’s budget. 7. Customer is making an offer but you need to confirm that it’s real. TIMEHIGHWAY.COM replaces2. When you’re figuring out what kind of car “Now, by accepting your offer, this means telephone-based scheduling witha customer wants to afford. you would give me a $1,000 deposit, internet technology that enhances“Banks like to see 20 percent down. Does complete a purchase and sale form, set a the effectiveness and customerthis fit your budget?” time for delivery or just take the car home satisfaction of your dealership. today?”Better than: “How much money would you By scheduling appointmentslike to put down” because that answer is Better than: Assuming that the customer directly through your web site,always little or nothing, and that makes it intends to actually buy just because he or she your customers make confirmedharder for you to fit the customer’s monthly made an offer. You need to make sure they appointments instantly without call-payment. understand that when you accept the offer, backs. puts your that means they need to give you money. service department’s schedule on3. When you need to steer the conversation your web site, making it possible totoward an appointment. 8. When you need to persuade someone to schedule appointments 24 hours a“Are weekends or weekdays better for you look at something differently. day, 7 days a week, from visit/come back?” “How did you arrive at that figure/ conclusion?” • Your 24/7 RevenueBetter than: “Would you like to schedulean appointment” because that’s an either/or Better than: Disagreeing or offering your Building Toolquestion that is always answered with “no.” opinion before the customer has given • Efficient and Simple to Use you some insight into his or her thought • Automatic Confirmation4. Any time you’re talking about the value of processes.a used car or trade-in. and Reminder Emails“Current Market Value” 9. Before someone leaves saying they need to • Cost Effective: Only 54 “think about it.” cents an hourBetter than: “Trade allowance,” “asking “On a scale of one to 10 for the car, where doprice,” or “list price” because talking about you stand?” After receiving the answer, askthe market lends an external, objective “What would it take to get you to a 10?” For More Information Contactcredibility to the validity of your number. Karen Dillon at 239.438.5359 or Better than: Simply letting the customer go. kdillon@TimeHighway.com5. When a customer asks on the lot, “How They just spent two hours with you and paidmuch of a discount can I get?” or any other you nothing. Aren’t you entitled to some MUST-SEEsituation in which someone wants to negotiate insight into what their concerns are so that COMPANIEStoo early on the road to the sale. you might address them? NADA 2006“Once we work together and you decidethis is the car you want, I would be happyto see if a discount is available.” Jeff Morrill is co-owner of Planet Subaru in Hanover, Mass., and Planet Chrysler Jeep 5633 Strand Blvd, Suite 302 in Franklin, Mass. He can be contacted at Naples, FL 239.438.5359Better than: “We don’t discount,” “We 866.872.8699, or by e-mail at www.TimeHighway.comdiscount hundreds not thousands,” or 2006 17
  • 15. sts fos ls ms sf fis TomGegax leadership solution What Employees Really Want This is not your father’s The cultural aftershocks rippling from these methodically climbed his grievance up the workplace. The once psychological and technological tremors corporate ladder, but felt his protest had fallen impenetrable barrier — employees clamoring for fulfillment and on deaf ears. between work and flexibility — are leaving seat-of-the-pantsers home has crumbled in out in the cold. Enlightened executives, On the spot, I called our human resources head the wake of the baby however, apply the HEAT: and asked for an explanation. Gabe’s situationboomer–fueled personal growth movement. was a “gray area,” I was told, and we had aIn the span of a generation, a hunger for Honor the innate dignity of every good case for not paying him the overtime cash.meaning that grew even more ravenous after employee. If there’s a gray area, I told her, the employee9/11 has spurred an unprecedented demand Expect greatness and set high should be given the benefit of the doubt; afterfor integration (within an employee’s own standards. all, that’s what we do for our customers whenlife) and interconnectedness (with the lives Accommodate employees’ personal there’s a dispute. I hung up and apologized toof others). needs. Gabe. He got his check the next day. “I was just Trust employees’ integrity and verify a 19-year-old kid out of high school workingHigh-tech wizardry is also contributing to their progress. in an entry-level position,” recalled Gabe, nowblurred boundaries. It’s now commonplace a Tires Plus assistant district manager. “Theto e-mail extra work home for relaxed, after- Honor employees. During a routine visit to a fact that Tom took the time to listen to me anddinner analysis; to use your firm’s high-speed Tires Plus store in 1995, I asked a young sales resolve the situation without hesitation reallyInternet connection to monitor your stock man named Gabe Lopez how things were wowed me. It’s something that will always stayportfolio, place bids on eBay, and e-mail your going. “To be honest with you,” he said, “not with me. If not for that, I would have left thekids instructions for dinner; to “tele-vacation” too well.” Gabe said he had recently clocked company. Tom later pulled me aside a numberfrom a sandy beach in the tropics; to placate a 70-hour week only to be told after the fact of times to tell me I could really go far in thecustomers on a cell phone in your pajamas. that he had been “promoted” from an hourly company. He made me feel valued as a person,(Closed circuit to Groucho: How a cell phone to a salaried position. He felt chumped, like and I wanted to show him his faith in me wasgot in your pajamas, I’ll never know.) he was owed the overtime money. He well-deserved.” 18
  • 16. continuedGabe’s story illustrates why you can’t leapfrog black belt in karate. To compensate for hisyour employees — your internal customers absences during the work day, Larry worked— and focus solely on pleasing your external at night and on weekends.customers. It’s a simple matter of connectingthe dots. Honor your people and genuinely We had a caring, family-oriented culture,care about their well-being and you’ll be but also a very hardworking culture. Therewarded with deeply loyal employees who two naturally go hand in hand. Of course,set a new standard for customer service. we also had systems in place, like weekly reports and one-on-one coaching, to ensureExpect greatness. Don’t worry about setting that employees stayed on track to achieveexpectations just beyond the moon. Expecting their goals. If people didn’t live up to theirpeople to give their best will pull the best out end of the bargain, their privilege parametersof them. Jim Pascale, our vice president of were tightened a bit. Honoring and valuing Are Your Servicefranchise operations, saw this concept in your people and going out of your way toaction. “Working for Tom was like playing accommodate their personal needs — not to Departmentfor a coach who says, ‘We expect to win the advance your own agenda but because it’schampionship this year,’” Jim said. “You the right thing to do — produces dedicated Revenues Flatfind out what you’re made of. You rise up to employees and a positively chargedthat level, you practice harder and you have environment. or Positioned forhigher expectations. We were all fueled byTom’s ambition to grow by his enthusiasm In stark contrast, a seat-of-the-pantsand energy.”But watch out. Setting high standards environment drains and frustrates employees. The only thing they look forward to is giving their two-weeks notice. Moving from Growth?can actually undermine productivity and that kind of fear-based, spirit-deadening With DealerLOGIX ServiceOPSmorale unless individual expectations are atmosphere to our company gave Doug, one service departments are:clearly defined in relation to team goals, of our top executives, a severe case of cultureand the players appreciate how the two are shock. Doug had spent 19 years at a well- Growing hours per RO and partsrelated. That’s why the strategic planning known national company. “The executive vice revenue using vehicle specificprocess is critical. It establishes a clear, president of operations was confrontational Good, Better, Best Menuslogical and measurable relationship between with his staff and pitted his managers against Protecting assets with fullorganizational objectives and individual each other,” Doug said. “Because he wasgoals. unwilling to make a decision he could be held disclosure accountable for, we were left to figure out for Performing consistent walk-Accommodate family priorities. Contrary to ourselves what direction our divisions should aroundsseat-of-the-pants mythology, putting family go.” The inevitable turf wars that followed Increasing CSIfirst in a systems-disciplined, achievement- caused some capable managers to bolt. Evenoriented environment will actually enhance though these were smart, sought-after pros, Improving “Fix it right the first time”productivity, not diminish it. Countless times Doug’s boss spun every loss as a victory. “He by providing techs with consisitentI’ve seen grateful employees tackle their work would boast to the board that he had weeded and clear issue informationwith renewed vigor after returning from a out another malcontent,” Doug absence. Maybe parents don’t “That created a culture of managers who wereneed to take in every soccer game, dance afraid to make decisions, take risks, or offerline performance or spelling bee, but a high creative suggestions. It just became a veryattendance rate is important to them and to stressful place to work.”their child. Keep their bodies at work during “Not only are we producingthese events and you’ll lose their hearts and Moving to Tires Plus gave Doug the more parts andminds. entrepreneurship and growth opportunities service revenue he craved. “Management encouraged risk per RO, butRemember, output equals quantity of hours taking, team decision making and information our CSI has increased too!”worked multiplied by the quality of those sharing,” Doug said. “I didn’t know a darnhours. Allowing your people, whether single thing about the tire business, but I felt like Pat Cox, Hajekor married, to play hooky for important my opinions mattered. If I asked a dumb Chevroletfamily events — ones in which their absence question, somebody would take a minute towould overshadow the event itself — is a explain. Tom was an encourager, a humane Call Now or Go Onlinegoodwill gesture sure to boost morale. It’s manager who sought input, asked opinions to Schedule Your Freealso a competitive advantage that mayprevent otherwise resentful employees from and accepted challenging comments. If we didn’t agree with one of his decisions, it was Demonstration Today!seeking more family-friendly pastures. still appropriate to ask questions and make suggestions.”Trust employees to deliver. One afternooneach week, for seven summers, Larry Brandtleft work early to cheer at his son Andrew’sbaseball game. A key Tires Plus executive Tom Gegax served as the chairman and CEO of Tires Plus and is the founder of 866.872.8150 ext. 72 www.dealerlogix.comand our third-largest shareholder, Larry also Gegax Management Systems. He can beducked out occasionally to root for his other contacted at 800.723.2601, or by e-mail atson, Barett, as he worked his way up to a 2006 19
  • 17. sts fos ls ms sf fis ChrisAlford sales and training solution Trick Me Depend on the rabbit’s gadget right now, technology can’t replace or how it’s assembled. “It cooks a 12 lb. foot if you will but the human element in fundamentals of turkey with less energy than it takes to remember it didn’t selling. It’s because selling is more than operate a hair dryer!” He sells “a standing work for the rabbit. pre-printed form letters, auto responders and rib roast! The steaming tray!” He sells -R.E. Shay high tech PDAs. Selling is not about snappy health, ease of operation, simplicity and PDAs, trendy Web sites and Blackberrys, as value. Value is what people buy. How manyA question is circulating among the ranks it is about hot coffee, warm people and good ovens do you have? One large? Maybe aof sales people all over. It is asked of sales handshakes. microwave? Maybe a toaster oven? That’smanagers, trainers, teachers and motivators. three. Watch out! Ron will sell you a fourth.The question is realistic and sounds If selling were a technology then sales Great presentations will never go out ofsomething like this: “I am a pretty good sales would automatically increase as technology style. Sell what it does.person now, but I want to get better. What is increases. But unfortunately, that doesn’tthe trick to selling more?” happen because technology is a tool. Selling You must love what you do. is a skill performed in an emotional arena. Do you love your work? Do you believe inThe question is a natural one. As technology Technology can’t overcome an objection. what you sell? Challenge yourself to be yourcontinues to explode, we are gradually It doesn’t sense the customer on the fence. best. People that love their work make more,beginning to believe that anything can be Technology can’t empathize with situations live longer and have happier lives. Lovingengineered to run faster and do more with or maintain direct eye contact, read body your work generates believability, a keyless effort. language or build common ground. Selling element in sales. is not a technology. It’s an art.Technology is more fashionable and Love your work, and love your customers.amazing than ever. Consider the trends, U.S. heavyweight collegiate wrestling In the movie, “Jerry McGuire,” the late,such as cell phones. Bag phones are so out champ Doug Kinney pinned the issue when great Dickie Fox said, “You gotta love ’emof date I’m embarrassed to talk about them. he said, “If you want to win, you gotta dance before you sell ’em.” People don’t care whatToday’s phones are powerful, compact, cool with the one that brung ya.” This simply you know until they know you care. Whenand weigh only ounces. With home and means dance with the fundamentals that people know that you care, you become alaptop computers, more memory now costs have always worked, that always will work, success magnet. See every customer with aless. If we can actually send information timeless basics that bring you personal flashing sign on his or her chest that says,instantly over a light beam to the other side success every day. “Make me feel special.” Bad sales peopleof the planet, then why wouldn’t we expect see customers as a hassle. Great sales peoplean easier way to sell? After all, I can catch a So, what are the fundamentals in selling? see customers as referrals.flight from Charlotte to Tokyo and get there Good question.the day before I left home. I once heard a customer say to a master sales You must be willing to do the work. person, “I was going to buy it the wholeThe quest for tricks or shortcuts in selling is Use the Internet, PDAs and e-mail. These time. I just wanted to watch you sell it toan old one. It has existed as long as the craft. things help you stay competitive. But me.” Understanding the real trick empowersMeticulous tests have searched every angle don’t forget that great sales people adopt you to morph shoppers into buyers whilefor newer, quicker, faster and easier ways to fundamental work ethics that others won’t. others hide in the bushes and watch. Peoplesell. Field tests are occasionally conducted Come to work to work. While others talk listen to masterful sales people. Don’t you?by sales people. with the talkers, you can counsel with doers. While others plan parties, polish your sellingI am fortunate to have a personal library skills into smooth, syncopated salesmanship.stocked with magnificent books. As I review World class sales people don’t just fall intotheir pages, I am constantly reminded of a sales anymore than world class divers justmajor truth. In the history of man, only one fall into a pool. Work on your dreams.trick holds the key to success in sales and in Romance your dreams. Talk about yourlife. It is stitched into every page of every dreams, and never associate with dream-book. Every veteran sales manager knows All studies reflect it. Sales masters haveit memorized it and recite it upon request. It You must realize people don’t buy what itboils everything down to one thing: The trick is, they buy what it does. Chris Alford is the president of Motivateis that there ain’t no trick. Master sales man Ron Popiel doesn’t sell America and Chris Alford Concepts. He what his Ronco rotisserie oven is. He sells can be contacted at 866.881.9315, or byWhile technology may replace last year’s what it does. He never mentions temperature e-mail at 20
  • 18. MUST-SEE COMPANIES NADA 2006 #1 IN DEALERSHIP INTERNET MARKETING New Car Leads. Finance Leads. Leads are exclusive. Minimum $1,800 a month income on each Territories are applicant. customizable. Leads are exclusive. Month to month agreements. Month to month agreements. Free dealer exposure with full contact Free dealer exposure with information. full contact information. Lead quality guarantee. Lead quality guarantee. Real time delivery. Real time delivery. Auto Internet Marketing is a vital part of our dealerships retail sales. They deliver buyers from areas I choose, with no hassles or pressure. We know our market area, and they provide us exclusive leads that are ready to buy. Since teaming up with Auto Internet Marketing, their leads have accounted for 21% of total retail sales! Thanks, Kimberly Mathis, Crown Ford, Wauchula, FloridaCall us now to secure your territory and we will waive the set-up fee! 866.402.6979
  • 19. sts fos ls ms sf fis SeanWolfington leadership solution What’s the Point of Purpose Clarity of vision make some mistakes, but have courage and to direct you toward the areas you need to and definiteness of remember that any decision is better than focus on and the specialized knowledge you purpose develop self- none. Clarity of purpose will help in decision need, or the specialist you need to partner reliance, personal making, because you can judge any decision with, to succeed. initiative, imagination, by whether or not it will help you contribute enthusiasm, self- to your goals. Budgeting capabilitydiscipline and concentrated effort. A Once you have determined your majorperson’s success in the car business and Cooperation purpose, you will find it easier to budgetsuccess in life will be limited without all of Clarity of vision and definiteness of purpose resources like time and money and tothese. Definiteness of purpose also brings a develop confidence in your own integrity and prioritize your day-to-day endeavors sohost of other advantages. character, which attracts favorable attention that they will lead to the attainment of your from others and inspires their cooperation. purpose. Increasing your ability to prioritizeDecision-making capability Those folks who can’t determine their own and budget effectively always pays dividendsSuccessful people gather all the facts as goals will be inspired by one who can and because each dollar and each moment can bequickly as possible to make decisions feel drawn to cooperate. used to make progress toward your goal.quickly and firmly. Unsuccessful peoplemake decisions slowly and change them Focus Opportunity alertnessoften. The vast majority of people never Definiteness of purpose encourages you to Clarity of vision and definiteness of purposemake up their mind about their major focus, and focus leads to the continuous increase your awareness about opportunitiespurpose in life; they simply can’t make a pursuit of improvement. Success in the car that may arise that relate to your majordecision and stick to it so they drift. If you business will depend a great deal on your purpose and will inspire you with theclarify your vision and sense of purpose, you ability to focus on a specific area of the courage you need to act on them. If you cancan approach the very next problem you face business and perform exceptionally well see an opportunity as quickly as you can seewith the resolve to make a decision. You will there. Clarity of vision will act as a compass the faults of others or the potential barriers to your own success, you will soon succeed. Faith 1-888-Get-A-Car The greatest benefit of cultivating a clear vision and sense of purpose is that your mind will open to faith. Your mindset becomes & positive and free from the limitations of doubt, discouragement, indecision, procrastination and fear. These limitations are some of the greatest we will face in the car business and in life, but possess faith in yourself and in the knowledge that your purpose is to achieve your greatest potential Only One Dealer Per Market and you can succeed — starting now. Call Now for Exclusive Rights Details Knowing that you stand to gain a whole host of competitive advantages should be View TV Spots at motivation enough to clarify your vision Programs Include and develop definiteness of purpose. You will not succeed in today’s market if you Leads, TV Spots, Lenders, Advertising Assistance, cannot convince other people to cooperate Training for your Special Finance Department, with you or if you struggle in any of these areas: decision making, focus, budgeting Bankruptcy Mailer: Includes Training on and prioritizing, acting on opportunity and Raising Credit Scores having faith in yourself and your products and services. STOP Paying per Lead! One Flat Rate For UNLIMITED LEADS! Get A Car, Inc. Joe Perot - President Sean Wolfington is the owner of email: He can be contacted at 800.790.1212 866.802.5753, or by e-mail at 22
  • 20. sts fos ls ms sf fis MichaelYork sales and training solution See Spot Run ... Seen Spot Lately, Keep Reading Last week I had dinner a little silly on the “too hard” excuse? the library and just hang out for a few with Megan. Megan is minutes. Chances are pretty good you’ll blonde, blue-eyed and Reading is easy. In his book, “The Little find something that interests you or catches very cute. Megan is 4 Guide to Your Well-Read Life,” Steve your eye or that you’ve heard someone (you years old. Leveen gives his take on how you can read respect or admire) talking about. Pick it up, just enough to become well-read. I love the browse through it. Books are attractive ifMy daughter has been Megan’s nanny for book and have even given it recently as a gift you’ll give them a chance.some time, and periodically my wife and I to a CEO whom I would describe as an avidwill have dinner with our daughter, Megan reader, mostly because he decided to become 3. Make Some Notesand Megan’s brother, Will. just that, a reader of books. He is as busy as Write down a few notes on what you learned any top executive I know yet somehow from a book. Maybe it’s just one thing thatWe gave Megan a Disney book on the Lion finds the time to invest in himself (and his really stood out in your mind or the mainKing and Nemo, two of her favorite movies. company, and his people) by reading. In fact principle or idea you got from the book.She was so excited looking through the I sat in on a recent dinner of chief executivesbooks. Then she looked at my daughter and who spent the better part of dinner discussing Then make it a practice to incorporate yourasked if she would read them to her. It won’t a book they had all just read. Big clue of top reading notes into conversations, like, “Heybe long until Megan is learning to read for performers and top performance — read! Or have you ever read the book ‘Think andherself. Here’s how it will begin: make a commitment to reading more. Grow Rich’? I just read that (again) andSpot … Look. …”.See Spot. One of the truly great little books you couldSee Spot Run. read in just a few minutes is called “Books Becoming known as a reader is a powerfulRun Spot Run. are Tremendous,” by my friend, Charles thing in so many ways.Remember Dick, Jane, Spot and the whole “Tremendous” Jones. In it he offers his“reading” family? advice on why to read. In one of my favorite 4. Re-read passages on reading and why we should, How about an old favorite that you read onceThis is much the same as it began for me even how we should, Jones says, “I hope upon a time? Or a classic book that you’ve(many years ago) and maybe the same for the books you discover through this book always wanted to know more about? Howyou. The real question for most people is, will enrich your life so tremendously that all about “The 7 Habits of Highly Effective“When does it end?” When will Megan, or who meet you will sense that you are a better People”? Or “The Greatest Salesman in theyou, stop reading to learn? person because of the books you’ve read. As World”? Or “Good to Great”? There are lots you read, remember … of reasons to read, but my favorite reason isI know it’s been a while since second grade, Don’t read to be big, read to be down to to improve me. What if just by reading youbut we learned some valuable lessons there earth. could improve you and your thinking andwe should never forget. And chief among Don’t read to be smart, read to be wise. your attitude? The good news is you can.them is learning by reading. There’s more to Don’t read to memorize, read to realize.Sam I Am than liking green eggs and ham. Don’t read just to learn, read to sometimes Why do you read? Or why don’t you readReading really is fundamental to succeeding unlearn. more?in most anything. Don’t read a lot, read just enough to keep yourself curious and hungry, to learn more In a couple of years when Megan startsWhat if top performance and high and to keep getting younger as you grow reading for herself, how many books willachievement and big success and a richer older.” she have to read to catch up with you?life were as simple as reading, listening How many books will you read in the nextand writing? You know, just being on the How can you become as excited about two years? Or in the next month? Here’s tolookout for learning. Also, paying attention reading and learning as Megan? reading and to becoming a well-read studentand writing a few notes about what you’ve of books and life.learned. That would be easy to do right? 1. Choose to BeginProblem is it’s easier not to do it, and that is Or begin again, to read. Reading is like If you’d like the rest of my short list on howthe option most people choose. most anything else in that you actually have you can read more and get more from it than to do it to get better at it. Start with a book you could ever imagine, e-mail me.I’ve had people tell me, “Michael, I’d like to you’ve heard about, maybe a business bookread more but it’s too hard for me to find the or personal development book or book ontime.” Tell me you won’t, but don’t tell me encouragement. Encourage yourself byyou can’t because it’s too hard. reading a positive message. You won’t have any problem balancing that with theJust so we understand the difference between all-too-available negative stuff you hearhard and easy, climbing Mount Everest everywhere, most everyday. Michael York is an author and professionalwould be hard, right? How about running speaker. He can be contacted ata marathon? You know, 26.2 miles over hill 2. Choose to Continue 800.668.5015, or by e-mail atand dale, through city streets and back again? Once you’ve gotten started with most, or visitThat’s hard also. Getting the picture? Feeling any book, take a trip to the bookstore or 24
  • 21. “Real Car Buying Customers” u g a company Est. 1996SPECIAL FINANCE CUSTOMERSNEW CAR QUOTESDIRECT MAIL PROGRAMS Lowest Cost Per Sale Clean Lead Technology o Lead-MatchTMTechnology Free CRM Tool 866-442-6254 Cu 8930 S. Beck Ave. Ste. #112 Tempe, AZ 85284
  • 22. fs feature solution BruceThompson The UsedDealerships need a more efficient way of powerful optimization tools could instantly tools, a market-maker is able to fill in thechoosing inventory to put on their lots. compare the buying and selling needs of gap and make instant decisions because it is hundreds of dealers. Using this data properly able to compare buying and selling needs inThe used car manager goes to auctions and would not only determine the true market a split second. It is simply the next evolutionspends hundreds of thousands of dollars price for a vehicle, but also provide instant in inventory optimization and solves manymaking decisions by the seat of his or her liquidity through a well-funded trading of the adoption and cultural barriers. Justpants. If the decision to buy a car feels good, platform. because we have done things the same waywe do not hesitate to raise our hands. At the for the last 40 years, does not mean it’send of the day, this is how dealerships have NADA tells us that 96 percent of customers the right way to do them. The industry isstocked their lots. do not buy a vehicle from a dealership screaming for change as new car margins because they didn’t get enough money for continue to deflate. The speculative nature ofThe industry has seen the emergence of several their trade. As a matter of fact, the average our used vehicle processes must change forpremier inventory optimization companies, dealership is only able to capitalize on 3.2 dealers to be profitable.which is a step in the right direction. out of every 10 appraisal opportunities. TheHowever, getting dealers to properly use the most efficient dealerships capitalize on 6 out Let’s take it a step further. A market-makertools provided by these companies presents of every 10 without wholesale loss on the must be able to create a fluid market. In orderits own set of challenges. incoming trades. That is a huge gap that is to do so, he or she does not have the time mostly created by the appraiser’s independent to try to get buy bids from dealers needingOne of these is an appraisal tool, which value opinion. specific vehicles. That model would not begives dealers specific recommendations for a scalable and be much too slow. What he orvehicle at the time of appraisal. The appraisal What if a dealer could instantly determine she needs is the ability to hit the buy buttontool has had a significant effect on the large which other dealers within a 200 mile radius for dealers who have a recommendationnumber of dealers using it today. That said, had the greatest need for the vehicle being for a specific vehicle. By integrating withit is still difficult to get dealers to strictly appraised? If he or she were then able to get today’s inventory optimization tools, theadhere to their buying templates when going an instant buy bid from those dealers, he or marker-maker knows the exact amount forto auction or buying from wholesalers. she may then be able to capitalize on seven or which dealers can consistently sell a vehicle.Culture still plays a major negative role in eight out of every 10 trade opportunities. The Leveraging this information in a tradingthe adoption of the tools available today. dealer would also be able to eliminate the risk platform gives the market-maker the ability of wholesale loss with this information. Most to offer top dollar for every vehicle.A market-maker is needed to break the dealers appraise around 200 to 250 vehicles acultural barriers and ultimately help dealers month, meaning the average store would be The problem is that a dealer will notstock the right vehicles while getting top able to double its closing ratios. give buying authority to a market-maker.dollar for the vehicles they wish to sell. A Although the market-maker is only procuringmarket-maker using the industry’s most By using intelligent inventory optimization his or her best performers, it’s a leap of faith to give someone else the checkbook. What’s frustrating is that he would prefer to hire a used car manager he knows very little about 26
  • 23. Vehicle Market-Maker and give him the checkbook to buy vehicles via his “golden gut.” The only way to solve this problem would be if the market-maker was able to give the dealer something very valuable in return for the right to be a buying agent for him, such as a 45-day buyback guarantee. If the optimization tools are correct, then a market- maker should be able to statistically hedge the odds with a large volume of vehicles and make such an offer. The only question the dealer would need to ask is if the market- maker had sufficient financial ability to honor his commitments. If so, the dealer would have a constant supply of his best-performing vehicles, priced on his market risk-free. The market-maker is on the horizon. It is an obvious next step given the progression of today’s optimization tools. A market-maker is successful if he or she can find an inefficient industry and create precision out of chaos. A market-maker needs to have industry credibility and be very well capitalized. He or she also must have several high-profile industry partners that could enable him or her to execute. Such partnerships include inspection companies, transportation companies, companies having the ability to handle title work and funding. Bruce Thompson is the founder and CEO of lanelogic. He can be contacted at 866.239.4090, or by e-mail at, or visit Feature Solution 27
  • 24. sts fos ls ms sf fis KirkManzo sales and training solution Review Sales Performance The skilled manager herself. These are not your opinions, just owner’s income. Discuss what he or she has the courage to the facts. intends to do to improve. develop additional tools for his or her Always begin your conversation reviewing It is important for a sales person to take toolbox. the sales person’s numbers, stating the facts responsibility for his or her poor performance of where he or she stands in the month to and be involved in creating a solution. Is heIt all starts with counting. This word can date (weekly) and year to date (monthly). or she more likely to implement his or herbe applied in different ways. First, take the From here the conversation’s tone should own ideas or yours?meaning at face value. Literally, you need remain consistent. If he or she performedto count everything you plan to change and well, congratulate him or her and talk about Counting also means you need to make everyimprove. Remember all improvements by how to stretch even further. Remember, opportunity count. For this reason, alwaysdefinition must incorporate some element you’re the coach, and your job is to make review a sales event (sold or not) with eachof change. them better at their job. sales person. Review what he or she needs to stop doing (produced a bad result) and whatStart with the basic statistics of the sales If the performance was less than stellar, he or she needs to continue doing (producedprocess: Number of ups, number of demo don’t immediately jump all over the sales a positive result).drives, number of write-ups, number of units person. First, get him or her to confirm thesold, average gross, average commissions, numbers you have presented. Then ask himtotal monthly income, etc. Tracking these or her to explain how he or she feels aboutnumbers gives you the liberty to speak the numbers. Look for accountability or the Kirk Manzo is the general managerobjectively with each sales person about blame game. Then explain how his or her at Ziegler Supersystems. He can behow he or she is performing relative to the poor performance affected both your income contacted at 800.858.6903, or by e-mail atrest of the store, the industry and his or as their manager as well as the dealership Dealers’ Profits At 5-year Low*! How high are yours? Assurant Solutions provides your dealership with the Total Solution: F&I Products: Fixed Operations Consulting Assurant Solutions puts • Vehicle Service Contracts and Training: you in the driver’s seat! • GAP Protection • Service Menu Training Call Jimmy Atkinson, • Tire and Wheel Protection • Effective Labor Rate Improvement V.P. Sales/Marketing at • Theft Protection • Bridging the Gap between Variable and Fixed 1-877-651-1032 or e-mail Variable Operations Training: him at • Leadership ATLAS: and give us a test drive! • Sales and Sales Management • Electronic Menu • F&I • Real-time F&I Tracking *Source: Automotive News, February 20, 2006 • Telephone • Quote and Sales VSC Fulfillment VS21189-0206 jadf © Assurant, Inc. 2006 28
  • 25. sts fos ls ms sf fis DavidJacobson sales and training solution Stop Selling Stop selling and stop W.I.T.H. pitching, especially OK, you have introduced yourself to the during those crucial customer. Most good sales people will first minutes with the welcome, introduce and thank. The question, customer. “How did you hear about us?” is usually missing, but this question sets the stage forConsider the pressure removed from both you small talk rather than selling.and your customer when you stop selling. Inmost cases, sales pitches and clichés are exact- Find out about the customer. People lovely what your customer expects when entering to talk about themselves. These are greatyour dealership. These tactics will most likely conversation starters and offer you theengage the customers force field, making the important information you will need tosale a long and sometimes volatile one. consummate the sale.Let’s review a scenario: Will the small talk feel strange? You bet it will.A customer enters the showroom of the But it will enable you to relate, find commondealership. ground and expand your comfort zone. MostYour manager says, “Who’s up?” sales people can’t sell to people they can’t“I am,” you say, with little enthusiasm as you relate to. This technique helps overcome that.approach the customer. But don’t venture beyond three minutes.“Hi folks, I’m Adam and you are?”“Charlie and Mary,” they respond During the small talk, you will be able toapprehensively. gently ask, “How much time did you plan“How may I help you today?” to spend with us today?” Follow that with,“Well, we are just looking.” “What are you driving now?”Case in point: You have made a detrimental Get them to talk about their car and theerror by creating an uphill battle. What can experiences they’ve had with say when the customer tells you he or she “How do you like it?”is merely looking? Anything you say at this “Is this the car you are looking to replace?”point means either you didn’t understand themor you are being overly pushy. Most sales Answers to these questions usually open thepeople at this point are prepared to pounce and door for further conversation and afford youstart selling. the opportunity to ask, “How much time did you plan to spend with us today?”“Well, okay, but we have a big sale going on,”you say. This answer alone will tell you precisely how much time you have left to disengage the forceThe force field is engaged, and the typical field, if you have not already done so. It willcustomer response is: “Let us look for a while, also bring up legitimate time constraints, andand we’ll look for you if we need assistance.” no matter what the answer is, it works.This is how many sales people sell themselves If the customer’s response is, “I only haveinto a corner. If your ultimate intention is to five minutes” or “I only have one minute” orsell and close the deal, you must realize that “20 minutes,” your response should be, “Toyour initial focus should be to disengage the make the best use of your 20 minutes, let mecustomers force field. This is accomplished ask you a few quick questions, so I can pointby building a relationship based on trust and us in the right direction.” Turn toward youremotion. If you are able tap into the emotional office and go.cords of your customers, you will undoubtedlytransform yourself into a sales leader. What’s in it for the customer? You are respecting his or her time, and after a few quickIt’s fair to assume that almost every customer questions, they will see what they came meet has heard the same spiel from an-other sales person. Just like you, their product Using the word “us,” is important. It conveysis the best, they offer the best service, etc. As the message that you and your customer are apowerful and relevant as your message may team and that you will be working, unless you disengage the customers force Bring the customer to your desk. This not onlyfield, your message will fall on def ears and sets the pace for you to be in control, but itsometimes even have a negative effect on enables you to build on the relationship.customers. David Jacobson is founder and presidentThe most powerful tool in your salestoolbox of GrooveCar Inc. He can be contacted atis to stop selling and start communicating with 866.663.9038, or by e-mail atyour customers. 2006 29
  • 26. sts fos ls ms sf fis ScottJoseph marketing solution Why People Don’t Respond to Your Direct Mail and Advertising and How to Fix It Getting a profitable your offer and claims were more powerful going to have a hard time getting enough response from your and exaggerated. people to respond and buy to justify your direct mail and advertising costs. advertisements can One way to fix this is to give a flaw before be complicated in an you make an offer or claim. The admission It’s simple. You must identify who is actually industry as challenging of a flaw makes your claim seem more interested in what you sell and quit worryingas the auto business. But when you break believable. It works like this: about everyone else. You have to get your adit down there are only a few reasons your in front of the right prospects.prospects won’t pick up the phone or drive “I’m not an accomplished advertising guy,their cars to your dealership and try to buy a so this letter will have some flaws. If you A third reason could be that the prospectnewer vehicle. I’ll go over some of them and read for style or for literary quality or some doesn’t notice your sales pitch. If your salesreveal techniques on how to overcome them. fancy advertising language, this may not be letter screams junk mail, your prospect may the event for you. throw it away before opening it.One reason is simple — they don’t believeyou. In my opinion this is one of the “But there are discounts during this event — You could have the wrong headline on yourmost important reasons your prospects offers on your trade-in — very low monthly sales letter or advertisement that fails to suckdon’t respond. When a mailer gets a poor payment options during this event that I have your reader into the body copy. I could writeresponse, most people think they didn’t never had the guts to put down on paper a year’s worth of articles on the importancesell hard enough so they inflate their claims before! And they may save you more money of a good headline. If you are not flaggingand promises even more. This is counter- than you ever thought possible — without down the proper prospects for your offer,productive. The reason customers didn’t the hassle of negotiating — that otherwise they will never get to read what you say inrespond in the first place is because they might have taken you several hours and trips the body of your sales letter or advertisement.didn’t believe your sales pitch. Hyping up all over town to hopefully find.” You’ve simply got to attract the people whoyour claims even more is only going to make actually purchase your product.prospects more skeptical. Another reason prospects do not respond to your advertisement is they don’t want Your newspaper ad may not look appealing;More people will respond and buy if you what you’re selling. Nobody has a product therefore your prospect keeps flipping pagesmake your offer more believable. That is that everyone wants. Not everyone you mail and overlooks your entire of the main reasons employee price or advertise to will want to buy the car you If you have a bad ad that is laid out wrongplans delivered such good response. There sell. But in this business we make our money and not appealing, the reader will keep onare more people who would buy what from the 2 percent that do every month. If flipping and flipping until something doesyou’re selling if you made your pitch more you target the wrong list or if you run your finally get his or her attention. If your adbelievable than people who would buy if ad on the wrong TV or radio station you’re does not go against the grain as far as what an ad is supposed to look like, it won’t get all the readers it should. If Youre Involved By the way, never use humor. No two people think the same comedian is funny. Some With Increasing people love Andrew Dice Clay or Carrot Top, and some people hate them. What you think is funny someone else may not think is funny. And hey, we’re here to sell Revenue, You and they’re ready to buy. This is a serious business. Don’t fool around with humor. Should Have One. Your success boils down to your ability to persuade others to see things your way. So, try to make your offer go with the current and not get snagged by any of these reasons. Master and overcome these reasons Spring int prospects don’t respond and buy and you will find you will have more opportunities Buy one subsc 75 and n to sell more cars. get one FREE! 866.852.0326 Scott Joseph is the president of J&L Marketing Inc. He can be contacted at 866.429.6846, or by e-mail at 32
  • 28. sts fos ls ms sf fis ChrisHanson sales and training solution The Wow Factor I used video e-mail for you’re trying to set an appointment but they me thanking them for their business and a over a year and had won’t give you their phone number? Always combination of video e-mails, phone calls awesome success with try to set the appointment, but when the phone and mail. it. Not only did I send call comes to an end and its obvious that you Monthly e-mail newsletter video e-mail to Internet are not getting their contact information, try customers but also to this: “Oh, I know what I can do. How about I would incorporate the video e-mail into myphone ups and sold and unsold customers. If if I just e-mail all of the information to you? CRM and into my monthly e-mail want to make a connection or continue a What’s your e-mail address?” I did this all the Unsold customersrelationship with your customers, video e-mail time and it worked. They always told me their As soon as a customer left that didn’t purchaseis a great way to do that. e-mail address. I would then say “Can you a vehicle from me, I would send them a video check your e-mail in the next few minutes? e-mail. When they got home and when theyUsing video e-mail is one way to separate you Great, look for an e-mail from me in aboutfrom the competition by making a connection checked their e-mail they would receive a 15 minutes.” video e-mail from me thanking them forthat just doesn’t exist with text, pictures andgraphics. Video e-mail will not replace them, coming in. That’s the Wow Factor. Now send them a video e-mail introducingbut when used in combination with text, yourself and telling them you will get back to You don’t need acting classes to send video e-pictures and graphics, you will make that them with the information they requested in mails. Be yourself. Remember, that’s why theyconnection for which you are looking. the next 15 minutes. What I would do next is purchased their new car — because of you. BeConsider this. We remember: send them a video walk-around of the vehicle yourself, be sincere, no acting allowed. Know 10 percent of what we read, about which they were requesting information. what to say but be natural. 20 percent of what we hear, That’s the Wow Factor. I have just separated The Internet customer 30 percent of what we see, and myself from the competition, big time. I’m guessing about now you’ve got the picture 50 percent of what we see and hear and can just imagine what your Internet Sold customersPhone up Every customer that purchased a vehicle department can do with video e-mail.Have you ever had that phone up with whom from me would receive a video e-mail from Web site Post video on your home page from the owner welcoming the customer to your Web site. On the “about us” page, create a link that goes below each sales person’s name so customers can meet each sales person. Create a video having each sales person introduce themselves and talk a little bit about who they are. Used inventory If you really want to step things up a notch, create a video walk-around of each vehicle with a sales person pointing out the features and benefits. Include pictures, options and video. That’s the Wow Factor. A video introducing yourself takes five minutes. A video walk-around takes 15 minutes. Do you have the time? I think you can answer that for yourself. It’s time to step things up, grab their attention and don’t let it go. You can’t afford to lose them. Nine Correctable Mistakes: Triple Your Return in Direct Marketing. If you would like more information on how Having watched responses to over 100 million mail pieces, and after studying over 500 to get set up with video e-mail, please e-mail databases, we would like to talk with you about disciplined marketing.We can point out or call me and I can show you just how easy nine critical mistakes in marketing today... And show you how to correct them right now! and affordable it is. What? You don’t want to We are an agencys agency.With approximately 280 employees and one of the largest give me your name and number? “Oh, I know variable printing operations in North America, we create marketing strategies and what I can do. How about if I just e-mail all execute them through print and mail for several major manufacturers, including Toyotas Lexus division.We see a lot of different strategies with mail. Some work very well. Many of the information to you? What’s your e-mail fail.We will let your group in on what really works. address?” Come see special guest speaker Bill Sattree at the invitation Chris Hanson is the president of Follow Up Call today for more hors doeuvres party,Thursday at 5:30 at the AutoSuccess Best For Success Inc. He can be contacted at information 866.239.4093 Practices Summit IV 800.901.2862, or by e-mail at 34
  • 29. sts fos ls ms sf fis JimmyVee & TravisMiller marketing solution How Watching ‘American Idol’ Can Help You Sell More Cars In the fifth what they are already thinking and talking Paying attention to what your prospects are season of Fox’s about. Plus, by tapping into their thoughts watching and thinking about is one strategy “American and emotions your message will penetrate that dealers can use for low- to no-cost that Idol,” auto deeper and make a longer lasting and more can really put substantial sales on the board dealers and powerful impact. and dollars in the bank. auto salesprofessionals have a huge opportunity to “American Idol” is reported to reach some Here are three more no-cost and simpleleverage Fox’s fortune into their own, putting 27.5 million viewers. It is one of the most research tools that dealers and sales peoplebig bucks into the bank in the process. viewed shows on television. How many of can use to tap into the conversations of their your prospects (car buyers) are watching? potential prospects in addition to watchingWe’re making you a powerful challenge: Sell A good number of them. Tying into media, reality TV.more cars by watching “American Idol.” news and pop culture events is a secret marketing hammer that you can use for little 1. Use the Google Press Center atYou think we’re crazy. Well, you’re right. But cost to propel yourself into pseudo-local This sitewe can help you sell a lot more cars. And, celebrity status. shows the top searches on Google forbelieve it or not, watching reality TV (and the past week. These searches giveotherwise staying current on pop culture and Most dealers rely on the same sale ideas you insight into what is on people’scurrent events) can affect your sales. month after month, year after year. To name minds right now. a few: March Madness, inventory reduction, 2. Do a search on and seeIn order for dealers to garner maximum any trade goes, crazy 88, repossession sale, what books are at the top of the bestpull and penetration with their marketing red tag sale, etc. sellers list. These titles may give youbudgets, it is vitally important to enter into clues to hot buttons you can hit withthe conversation that is already going on Because of the increase in clutter on TV your marketing. Often book titlesinside the customers’ heads. It is much easier and radio, in your mailbox and e-mail in- can be tweaked and used as potentto sell a prospect if you are in sync with box, consumers are becoming very adept at headlines for your advertisements. ignoring marketing messages. Positioning 3. Do a search on eBay. eBay is the expert Jack Trout explains that Americans Internet’s top marketplace with are exposed to 4,000 marketing messages transactions totaling more than $48 per day. These cliché car promotions are million per day. Do a quick search. becoming more and more transparent. See what are the top categories and the hottest products being purchased. So how do you combat this? Drop the cliché You can learn something from nonsense and open your eyes and ears wide this information and use it to your enough to observe what your customers marketing advantage. are paying attention to. Then, base your promotions around those ideas. You can take the information you learn from your couch-potato research and turn Shows like “American Idol” and “Lost” and it into offers, sales, promotions, headlines, “Desperate Housewives” are commercial contests, give-aways, press releases or even successes because they represent what internal promotions. Americans want. Cheesy car promotions only represent what you want, which is The wise dealer who takes this information to sell more cars. But if you give your and runs with it will be within striking customers what they want, they’ll begin distance of dominating his or her market, wanting to buy your cars. making the competition impotent and ending up with an ups-producing machine By watching “American Idol” and other so powerful that you’ll actually be able to reality TV shows, you can be more in-tune take a few days off each week because the with the pulse of your prospects. Even if you marketing is so effective. don’t like the crooning divas yourself, you can gain a marketing edge worth millions by If you would like a free copy of the audio paying attention to pop culture. program, “How To Get More Than Your Fair Share Of The Market: The 15 Foundations Of Studies show that the “American Idol” Powerful Low Cost Automotive Marketing”, audience (and the reality TV audience in e-mail us. general) is not limited to the teen-age crowd. Jimmy Vee and Travis Miller are the Members of almost every segment, age and founders of Used Car Marketing Center. demographic are partaking in the festivities They can be contacted at offered by prime-time reality. It’s consuming 866.852.0145, or by e-mail at their thoughts and desires. J& 36
  • 31. sts fos ls ms sf fis JimAdams sales and training solution Sales Sells the First One, Service Sells the Next Five. The Five Keys to Great Customer Service There is nothing Let the customer know that someone is confidence than a service ticket that reads, glamorous about a listening. “Could not duplicate,” “No issue found,” simple oil change There is only one customer in the world, “No problem found,” “Transmission or tire rotation. and that is the one standing in front of you flush, air filter, rotate and balance $219.” However, professional now. Regardless of what is going on all Technicians need to be held accountable to automotive dealers around you, this is your customer, and he address the chief complaint before even onemust realize that their service advisors, or she deserves all your attention. Clear upsell occurs. Your customer will be muchtechnicians and parts counter personnel your work space and your mind and focus more willing to pay for added value upsellshave more effect on repeat business than on what the customer is telling you. Look at if his or her primary concern is resolved.anyone in the dealership. The level of the customer when he or she is speaking toprofessionalism exhibited by your fixed you. The computer terminal on the service Complete the work in the time promised oroperations personnel will determine where write-up area should not distract you from keep the customer informed if additionalyour customer gets his or her vehicle focusing on the customer in front of you. If situations arise.serviced, and we all know that customer your service process includes a walk-around Scheduling issues, additional diagnostic time,retention is directly affected by a positive with the customer, make sure that you do etc., can arise during the day. If the vehicleor negative service experience. not shortcut the process. Schedule and load will not be ready in the time promised, call your shop in a manner that ensures that you the customer. Make sure that you have allThe underlying question is how we balance have a few minutes to have a one-on-one the contact information, such as work, cellaward-winning customer service with the conversation with every customer to ensure phone number and e-mail addresses. Helppressure of increasing shop hours and hours that their concerns are addressed. the customer make informed decisionsper repair order on customer pay labor based on his or her schedule. We have alloperations. Here are five simple steps to Address the chief complaint first. had a customer that shows up at 5:30 p.m.achieve both. There is nothing worse for consumer in a big hurry only to find out that his or her vehicle will not be ready until the next day. An early phone call or e-mail could avoid a heated discussion or the inconvience of an unnecessary trip to the dealership. Drive customers in... Make sure that the customer’s vehicle has For sales. For life. the same or less dirt than it came in with. Nothing kills a great service experience like IMN Loyalty Driver™ is the only fully-managed the service manager wiping off greasy hand e-newsletter service that helps auto dealerships turn prints off the driver’s seat while the customer leads into sales, and sales into lifelong customers. stands outside and watches. Advisors and IMN develops your custom branded HTML layout, writes technicians are equally responsible to the articles, and manages your monthly send -- all you do make sure that not only the service work is complete but the vehicle is ready to be is provide the email addresses! returned to the customer smudge-free. Hot leads, and more... You get hot leads emailed Every customer expects a complete to you. And Loyalty Driver explanation of their service repairs by an funnels traffic to your web- advisor. (Not the person at the counter.) site inventory page, test- Every customer deserves a warm smile and a sincere thank you for their business by every drive request form, and person in the dealership with whom they service appointment form. come in contact. IMN Loyalty Driver builds relationships with customers Remember, your customers have a choice of and prospects. So you can where they get their vehicles serviced. Sales sell the first car. Service sells the next five. sell them vehicles and service throughout their lifetime. Learn more at NADA booth #3510 Jim Adams is the general manager at or visit Roper Kia in Joplin, MO. He can be or call toll-free 1-866-964-NEWS (6397), ext. 214 contacted at 800.905.0627, or by e-mail at 40
  • 32. sts fos ls ms sf fis JesseBiter leadership solution Do You Check Your Faith at the Board Room Door Can you be the same — having a meaningful relationship with person Monday God. I accepted Christ as my savior and morning that you are decided to put my life — both personal on Sunday morning? and professional — in His hands. That Can faith be openly meant I would now turn over the keys to my expressed in a company and let the Lord take the driver’s professional setting? Do Biblical principles seat. It was a humbling decision, but one have a place in the modern business world? that was ultimately essential for me to be As a business owner, these are some of the completely honest with my faith. I have questions with which I have struggled. After never regretted it. much introspection and prayer, I have come to only one conclusion - a resounding yes! “No one can serve two Masters; for either he will hate the one and serve the other, or As we move forward with my leadership else he will be loyal to one and despise the solution, “Faith in the Workplace,” I look other. You cannot serve God and mammon forward to sharing with you some insight (money).” Matthew 6:24 into running a successful Christian company. I will highlight different topics each month. As with any major shift in business, Other Christian business leaders who wish becoming a Christian company was not to ask questions, discuss a particular issue, exactly an easy transition for us. Not or share best practices from their own everyone in the office shared my enthusiasm workplace are encouraged to e-mail me. for spreading the good news. There was skepticism and resistance by some, but The United States truly is a melting pot of ultimately, a mutual respect was achieved. different backgrounds, beliefs and ideas. The company continues to respect those of This diverse cultural fusion, in my mind, other faiths and non-believers are treated is one of our country’s greatest assets. the same as anyone else. But respecting the However, there are those who use diversity beliefs of others will not deter the company as an excuse to condemn anyone with whom from incorporating Biblical principles into they disagree. In the name of tolerance, it the way it does business. All employees, seems we have become less than tolerant. We customers and vendors are made aware that Kids with Juvenile now live in a fear-based society, and many our company is a Christian company. It is would argue that Christianity has become a part of the company’s mission statement Diabetes need you a bad word. Far too many Americans are and new hires are invited to contribute to Mary Tyler Moore International Chairman to be their hero easily offended, confrontational and quick to the HomeNet Ministry. The Ministry is now more than ever. We’re so close sue when Christianity takes a public stage. supported by the following four principles: On a personal level, I find this fact to be to finding a cure for this devastating deeply troubling. As a business owner, I feel One — We cannot “divide” our lives disease that threatens their sight, compelled to do something about it. Two — We don’t own it their hearts, their dreams. We fund Three — God’s standard is not the world’s the research that is finding the cure. This transformation did not happen for me standard overnight. I spent most of my life focused on Four — Our business is our Ministry Your help brings us that much one thing — money. Financial achievement closer. Won’t you help save the day? was the only benchmark I used to measure No matter what your religious background Call 1.800.533.CURE or visit my success. As a result, I found that both is, I encourage you to read this column each my personal and professional lives began to month. There is no denying that Christ was suffer. Not only could I never seem to reach a great leader, and even if you don’t accept the lofty financial goals I set for myself, but Christ as your savior, you can learn from I missed out on savoring the many smaller His leadership style. May God bless you, joys that life brought to me every day. your family and your business. See you next month. In the summer of 2004, my life changed forever. I finally realized what I had been missing for so many years. There was so Jesse Biter is the president and CEO of much more to God than I had thought. And HomeNet Inc. He can be contacted at no matter what religion or denomination 866.239.4049, or by e-mail at you believe in, faith is only about one thing
  • 33. sts fos ls ms sf fis MarkTewart sales and training solution Explode Your Sales Success In the last several impression and how do you say things years, I have had a correctly are what are much harder to revelation about the define. art and science of sales. The answer to Sales techniques, sales processes and word sales success is within tracks can all be helpful but are not the keyall of us. The answer is simple but the key to to peak performance. If those things wereunlock the answer is elusive. the answer then everyone who ever had sales training or had modeled a successful salesIf you were to go back to the late 1800s, the person would become peak performers.first formal sales training provided by the That’s not the case.likes of J. Edward Douglas and others, youwill find teaching geared toward techniques Even the words “sales” and “selling” create INTERNET— tie-downs, inverted tie-downs, etc. For a false direction for sales people. The propermore than a century now, sales people mindset for a sales person is to think ofhave been trained with various forms of very personal interaction with buyers. The SALEStechniques, word tracks, closes and other mission of a sales person is to create ansales processes. Do these things work? Is this environment conducive to buying for thewhat creates success for the best performing customer. TLC – think like a customer. Notsales people? My own unscientific research just any customer — the particular customersays no. you are with now. One-size-fits-all selling does not work.For more than 25 years I have been involvedin sales and sales training reaching the The so-called road to a sale or sales process (weve made it easier...)highest levels of success. I have read more is only as good as the personal interaction "Processing vehicles to the Internetthan 250 books and listened to hundreds of of the sales person with the customer during has never been easier. We takeCDs on sales. I am considered a world-class the process. This is why training on just sales multiple photos of each vehicle andexpert on sales, but I am just now tapping process without education in understanding save time with the VinStickers system.into a higher level of consciousness in the interpersonal communication, behavior or The photo uploading is seamless,arena. My conclusion is that most of what the art and science of persuasion creates a simple and cost effective. Our salesyou have been taught about sales and use on sales environment of failure for sales people data is accurate and powerful. Wea daily basis is not what creates the highest and frustration for customers. dont wait for someone once a weeklevels of success. and the savings are enormous. We Think more about the customer’s thoughts give it our highest marks."In Malcolm Gladwell’s book “Tipping and emotions and how they are beingPoint,” Gladwell describes theory and expressed to you. To create a buyingvarious supporting research about human environment for the customer, you must takebehavior and how people make decisions. all your senses and intuition to a higher level.The author uses the term “small slicing” to You must begin to see like a deaf person,describe the idea that substantial and correct hear like a blind person and understand theinformation can be obtained about a person customer as if you were his or her deepestand his or her future behavior based on small and most caring friend. Dustin Zeck - GM - Danny Zeck Fordslices of their communication and current Lincoln Mercury, Leavenworth, KSbehavior. The information in this book If you would like seven quick tips to start Save Timesupports theories and research that I have you on the road to higher sales success, e-had for the last several years. However, the mail me with the phrase “7 quick tips” in the Save Moneytheories are hard to articulate and get others subject model. The key to success is simple but Sell More Cars!hard to define.The old phrases, “You never get a secondchance to make a first impression” and Mark Tewart is the president of Tewart“It’s not what you say, it’s how you say it”are examples of simple truths. The magic Enterprises. He can be contacted at 866.662.1984 866.429.6844, or by e-mail at sales@vinstickers.comanswers to how do you make a great first 2006 43
  • 34. sts fos ls ms sf fis PattiWood sales and training solution Are You in Your Customer’s Face Too Much We all have spatial you can only see the face, upper body and can read people’s level of comfort with you boundary zones that hands, while the feet are out of vision range. by noticing the amount of distance they keep vary from inches to If you get closer than 18 inches, everything between themselves and you. Understanding feet depending on the blurs. This makes you vulnerable to attack. this can also prevent you from unknowingly situation, the topic and At this distance you will be able to smell and violating personal space and causing someonewith whom we are speaking. Some people touch the other person and they can smell tension or getting yourself a black to stand close to others, and some like to and touch you, so you want to make sure youstand far apart. Some people enjoy spreading have used your deodorant and brushed your Why is getting into someone’s space soout into larger territories, while others are teeth. This distance is used for sexual contact threatening?comfortable in smaller spaces. The amount or comforting someone. Our intimate body The territorial space that people claim asof space that you choose for your body bubble is bigger in front than it is in back and distinctly belonging to them is their intimatebubble will affect your interactions. smaller around our feet, so people can stand space, up to 18 inches. When someone gets closer to us when they are behind us. Think inside that space and we don’t know them orWhat is our comfort zone? of queuing for lines and elevator spacing. don’t trust them, it feels at a primal level as ifThe comfort zone is the zone of space we they are there to attack. The area less than 18like to have around us for certain types of Beyond that is the Personal Zone — your inches from you is reserved for kissing andinteractions. In 1959, anthropologist Edward personal body space of one to four feet. This other contact sports, so anyone else in thatHall discovered that though we don’t talk is the social gathering distance we reserve space is assumed to be attacking. We willabout it and can’t see it, we respect certain for people who are friendly. I call this the instinctively move away from the person toinvisible walls of space. He conducted “martini” distance. put them outside attack range.numerous studies and found that people inthe U.S. had four distinct comfort distances, From four to 12 feet is the Social Zone. I call I used to teach an interrogation technique toeach with its own specific ranges of comfort, this the “stranger introduction distance.” We police officers using this information. Whenand that these distances were surprisingly hold this distance between ourselves and the officers deliberately invade the personaluniversal to most Americans. He also express delivery guy, a new neighbor or team space of their suspect during an interview,noted that comfort zones varied drastically members at work. The handshake shrinks they can read the cues of the suspect to gaugebetween cultures. this distance back down to the intimate zone. their innocence or guilt. It’s also something We like to maintain this distance in formal they can use as an intimidation technique.Knowing the standard zones that other interactions such as business meetingspeople keep can help you know if someone or interviews. People who were meeting So keep an eye on how close your customerswants to do business with you, respects you President John F. Kennedy for the first time let you get to them. If they take a step back,or wants to have your child. Let’s look at the would approach and then stop around 10 that’s your first clue that you have invadeddifferent kinds of zones we all have. feet away. People who worked in the White their intimate zone. Treat their space with as House saw this happen over and over again much respect as you treat their opinions andThe Intimate Zone is generally between six until they began to call 10 feet, “presidential needs, and you will probably see an increaseand 18 inches. We reserve this space for space.” The Public Distance zone is 12 feet in your sales.friends and family. It’s what I call “kissy to the line of sight. This is reserved for suchface” distance. We also allow others to things as public speaking and lectures, plays,encroach this zone in a few other situations: concerts and sporting sports, dancing and in greetings andgood-byes. In North American culture this Why is understanding space important? Patti Wood is the president of Communication Dynamics. She can bespace is almost like an extension of your Space deals directly with the level of trust contacted at 800.849.3651 or by e-mail atbody. Standing 18 inches from someone, and intimacy that people have for you. You If Youre Involved With Increasing Revenue, You Should Have One. Buy one subscription for $75 and Spring int get one FREE! 866.852.0323 44
  • 35. sts fos ls ms sf fis BobTasca III marketing solution What Exactly is Digital Marketing Discover How Tasca Used Digital Marketing to Sell 82 Extra Cars a Month The goals of digital used car sales out of that department. Many effective search engine optimization efforts marketing are simple: dealers make the mistake of throwing money often focus on meeting Google’s criteria for Attract more quality at these areas and expecting results. If this is relevant content. Many of these efforts also prospects and traffic not digital marketing, what is? In addition satisfy Yahoo and MSN, but these engines to the dealership at to having the right tools and technology, use different algorithms, and it’s a full-time a lower cost, sell a successful digital marketing strategy job, an art and a science to appear at the topa higher percentage of those customers implements practical ways to leverage the of each. We leave all of that to our technologyand communicate with them in a way that Web and CRM to find, sell and keep more and training provider.effectively increases customer loyalty to customers profitably. It is a holistic processsales and service. and strategy. This space is too short to detail There are many myths about search engine our entire strategy; instead I will describe two optimization. For instance, some dealersThey are lofty goals, and with digital components of our digital marketing strategy and even Web site providers believe thatmarketing becoming quite the buzzword, in the examples detailed below. search engines cannot rate and index sitesit may help to more clearly define what it built in flash, but with the right platformmeans and give a few examples. Before we Search engine optimization and methodology, this is just not true. Fordo that, it may help to look at what digital At Tasca, we learned that traditional forms example, we have a rich, multi-media sitemarketing isn’t. of advertising, such as print, TV and radio, and still come up at the top every time. were losing effectiveness because customersDigital marketing is not as simple as were increasing their reliance on searchthrowing your URL on all your traditional engines like Google to research, shop andadvertising. It’s not as simple as setting up find dealers. In fact, Google is one of thean Internet department, buying a fancy Web top 10 Web brands in the U.S., according tosite and lead management tool or dedicating Nielsen Net Ratings, with Yahoo and MSNan Internet team. It’s not just about buying lagging far behind. Because Google is theor generating leads or increasing new and preferred search engine for Internet users, RAISE YOUR CUSTOMER’S “We’re using Search Engine Optimization to appear at the top of the search results. This sends CREDIT SCORES!!! more traffic to our site, our phones and our store.” *50 to 150 Points E-mail marketing Increase your profit potential by directly affecting your customers We love the simplicity and low cost of e-mail credit score before submitting your deal!!! marketing. Compared with conventional Specialized Bankruptcy Letter forms of advertising such as print, radio, (10 to 20% Response Ratio) SERIOUSLY! television and direct mail, e-mail marketing Bureau Update Training (All Three Bureaus Thru One Source) allows us to communicate with hundreds or Phone Support thousands of customers with just a few clicks (How to Get The Appointment! Scripts Provided) and virtually no cost. If Ford comes out with Special Finance Training an Explorer incentive, I can send a Buzzmail (From The Ground Up) to everyone who has been in an Explorer, I Lender Recommendations (Get The Aggressive Lenders) can select just our lease renewal customers Sales Training who are now in an Explorer or even target (How To Ask For The Gross And Get It) customers who were in to service their Inventory management Explorer. There’s no limit to how I can target (What Cars To Buy For Max Profit) my campaigns, and our customers actually Special Finance Leads tell us how much they love our Buzzmails 800 Vanity Numbers (1-888-Get-A-Car and Others) Internet Vanity Websites ( because it’s like watching a mini-movie Low Cost TV Production (Production And Time Buy Assistance) about the product. It’s unlike anything else Low Cost Infomercials that work! (Customized) out there so it gets their attention. If you’d Turn more of your advertising dollars into gross producing customers. like to learn more about the digital marketing 30 years combined experience in special finance, strategy that has helped us sell an extra 82 a vertising and credit bureau updating. cars in a month, e-mail me. s is the REAL DEAL!!! Call now and see dramatic results within 30 days!!! X FACTORS, Inc. 1.800.790.1212 Bob Tasca III is the dealer principal of Call for scheduling the Tasca Automotive Group. He can be (Scheduling limited to one dealer per market). *credit scores may vary contacted at 866.210.1254, or by e-mail at 46
  • 37. profit solution GlennShepard Chevy/Toyota Dealer Finds Direct Mail Formula That Works Targeted direct employees that are well trained whole program for us. By mail, e-mail to schedule appointments the third day of the event, and Internet that show. This gives us a full we had sold more than 41 marketing have appointment list before the units for more than $147,680emerged as the most effective event begins, which helps us in gross profit. In addition,way for our dealership to manage the traffic flow more the campaign drove a lot ofadvertise for less cost and to effectively. traffic to our Web site, and wemeasure everything we spend. continued to deliver vehicles • The marketing company weeks after the event. TheOne effective new marketing staffs the event with valet best part is that after the eventstrategy we use is an advanced parking, greeters, extra sales we did not have the customerdirect-marketing campaign, staff to handle the extra traffic, concerns that we normallyan event that is staffed by extra sales managers and even have when we do a direct-mailan automotive training back-up F&I managers. campaign and sell a lot of carscompany. It generates 30 to in a short period of time.50 extra sales and $120,000 to • We execute an event-specific$175,000 in gross profit over a sales process on which we are Direct mail has replaced a lotthree- to four-day period. trained, and we typically sell of our newspaper advertising 10 to 30 extra cars a day at an because we have been ableWe are committed to master average gross profit of $2,500 to increase our traffic whiledirect marketing. It has to $3,500 per vehicle. spending a lot less money, andincreased our sales and profits the cost per sale is almost halfby spending less to target more • The company stays after the of what we used to spend.customers. Below is a list of event to help get all of thethe marketing campaigns and deals ready for funding by the One unique element ofevents we conduct: lender and to clean up loose staffed marketing events is ends after the sale. the opportunity for training• We use emerging technology for our sales people andand online databases to These new events are staffed managers. Our managementgenerate targeted lists of by professional marketing and sales staff learn more onprospects that have in-market companies that bring the showroom than they do instatus and are ready to buy. everything a dealership needs the conference room, and they to get the results it wants. are able to pick up a lot of best• We send high-end mailers We knew direct mail worked practices by working alongsidethat are designed to have the but we were not having the the experts that staff thesecustomer go to a Web site or success that a dealer from to register for the event. our 20 group was having, so he referred us to his direct• The customer calls are marketing company, The Glenn Shepard is the president ofhandled by the marketing Wolfington Group, and they Shepard Motors in Rockland, ME. Hecompany’s call center with set-up and implemented the can be contacted at 866.239.3846. Advertisement
  • 38. Follow Up ForSUCCESSWhen your sales people follow my proven process, it will put them on track to sell20+ cars every month.My process gives your sales people a 30 day, 60 day, 90 day, six month and oneyear game plan to create a foundation and process for an easy to follow systemto build their business.Learn why I was recognized as one of the top sales people in the country byDaimlerChrysler.Learn why DaimlerChrysler picked me and nine other sales people across thecountry to assist them in developing two online training courses that would bemandatory for all Chrysler, Dodge and Jeep sales consultants to take inbecoming certified. “Giving salesFollow Up For Success people the• Follow Up For Success is a specific follow up system that empowers sales people to build a business of repeat and referral business and never rely on vision, direction ups• J.O.B. vs CAREER and the training• The TimeLine of a successful follow up system• Sales tools involved in the follow up process to succeed.”• Open up your savings account• How to create “Raving Fans”How To Take Your Internet Department to the Next Level• How to create a successful process• How to create the right templates• When to e-mail and when to call• How to set the appointment• How to stay off price•• How to use alternatives to sell more cars Sales tools that separate you from the competition Chris Hanson• Who should do what• Accountability• Bringing it all together Call now toPhone Training schedule your• Setting appointments• Phone ups consultation• Sold follow up• Unsold follow up 866.852.0322
  • 39. Dealers MUST Be on TV! Call Today to get your... FREE A $10,000 Value! Infomercial English or SpanishLarry John Wright is the #1 Automotive Advertising Agency in North America. We work with dealers nationwide.This year we will produce nearly 6,000 commercials from our state-of-the-art studios. We give you unlimited, highquality campaigns and promotions. We have negotiated and purchased media for hundreds of dealerships. Our media buying strategy is specifically designed for auto dealers and can deliver as much as If you need results, 30-40% more efficiency than you are currently getting. we’ll show you how to get them. Guaranteed! Larry John Wright, Inc. Automotive Adver tising, Inc. Twice as good. Twice as fast. Half the price. Contact Heidi Martincic 800-821-5068 or Heidi Martincic Senior Vice President
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