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 For Similar content visit http://www.autosuccesssocial.com/

1. Read this month’s and previous issues online at www.AutoSuccess.biz
.biz
How Are You Being Found
Why Dealers Are Moving Their Ad Dollars
Into Search Engine Marketing
Mark BonÞgli
Photographing Vehicles
May 2005
for Online Listing
How to Pick A
Document Destruction Vendor
Tips for Hiring the
Right Internet Sales Manager
Lead Generation = Dollar Creation

2. BEFORE YOU SPEND
ANOTHER DOLLAR ON THE
NEWSPAPER CLASSIFIEDS,
READ THIS.
Only 7% of newspaper readers surpassed the newspaper as the number-one source
are looking for a used car. people use to find a car. At AutoTrader.com, virtually all
A lot of people advertise in the newspaper simply of the nine million monthly visitors are looking to buy a
because they have for years. But when you really look at the car within the next 60 days. Also, the majority of
number of newspaper readers who AutoTrader.com users are looking to
are actually looking for a car, it’s buy within 25 miles of their home. When
not very impressive. In fact, you consider all of this, you’ll realize that
newspaper circulation continues you can list your car in the newspaper,
to decline, and the Internet has or you can sell it on AutoTrader.com.
Still using the newspaper as your main vehicle to reach car buyers?
It’s time to partner with AutoTrader.com. For more information, call 1-888-249-6860.
©2005 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.

3. Secrets of
Dealerships Who
Overachieve –
No One Else
Will Tell You:
• What the best “response generating”
ads all have in common.
• The three most important goals you
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• How to condition your current
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• How to create advertising that
attracts quality customers who
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• How to out-market your competition
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• What the ultimate goal of marketing
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4. Quality Leads | Superior Service | Dealer Control Features SM
Which New Car Lead Provider Is Used by More of the
Ward’s e-Dealer 100 than Any Other?
Rank Lead Provider
#1 Dealix
2* CarsDirect
2* Autobytel
4 AutoUSA
* Tie Source: Ward’s Dealer Business, April 2005
"Dealix has been fundamental in Auto Sales Growth
helping Penske achieve this level of
Ward's e-Dealer 100
success. We use Internet leads because we North America Auto Sales
are very aggressive with our sales goals, and
our Internet department is helping drive the
growth for the entire dealership."
140%
Scott Haynes, Internet director for Penske Honda of Indianapolis, IN, one of 120%
the Ward’s Top 100 e-Dealers.
100%
2001-2002 80%
Learn how Dealix can help you become part of this prestigious 60%
2001-2003
group of high performance dealers next year. 40%
2001-2004
20%
Call us at (800) 717 -8079. 2001-2005 0%
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Source: Ward's Dealer Business
Or visit www.dealix.com to get an immediate estimate of the number and Automotive News
of leads in your ideal sales territory.
The Best Dealers Rate Dealix Their Lead Provider of Choice.
2002 2003 2004 2005
A Division of The Cobalt Group, Inc. Quality and Service Business Generation Dealer Satisfaction Platinum Winner

5. THURSDAY, APRIL 21ST 2-4 pm Eastern “Legal and Regulatory Issues Facing Dealers Today”
• Broadcast before a live studio audience in Columbus, Ohio. Our host Keith Whann will answer some of the
biggest questions facing the automobile industry today.
• Email us your questions at carquestions@niada.tv.
• Rebroadcast on April 23rd and 26th beginning at 9:00am for 24 hours.
WEDNESDAY, JUNE 8TH 1-4 pm Eastern “2005 NIADA Convention General Session”
• This is your chance to see the opening session of NIADA’s 59th Annual Convention and Expo, broadcast live
from the Westin Peachtree Plaza Hotel in Atlanta, Georgia.
FRIDAY, JUNE 10TH 8-10 pm Eastern “NIADA 2005 National Quality Dealer of the Year Awards”
• Tune in and get a front-row seat to the National Quality Dealer awards ceremony, live from the Peachtree
Ballroom in the Westin Peachtree Plaza Hotel in Atlanta, Georgia. This is one night you won’t want to miss!
SATURDAY, JUNE 11TH 12:30-2 pm Eastern “Ask the Car Counselor”
• Broadcast live from our booth at the 2005 NIADA convention in Atlanta, The Car Counselor Keith Whann will
answer questions from the expo floor, as well as email questions from around the country.
• You can email your questions to The Car Counselor at carquestions@niada.tv.
MONDAY, AUGUST 29TH 3-7 pm Eastern “F&I: The Key to Increased Profitability”
• NIADA.TV will be live in Albuquerque, New Mexico to bring you this three-part series in which Keith Whann
takes a look at the major F&I issues that could make or break your business.
Live events are free and open to everyone who logs onto
www.niada.tv during the scheduled broadcast times.

6. 8 How to Get Your Ideas Across BrianTracy
9
INSID Photographing Vehicles for Online Listing
Increase ProÞts and Reduce Turnover 10
Tasca Uses Training to Manage Growth,
How to Pick A Document Destruction Vendor
Take Your Time and Be A Professional
12
13
RobChesney
BobTasca
StaceyDiPiazza
JimAdams
Happy Customers: To Be or Not to Be
14 MichaelYork
Reßection of One’s Self is One of the Best Training Tools
16 AnthonyHall
Why Dealers Are Moving Their Ad Dollars Into Search Engine Marketing 18
How Are You Being Found MarkBonfigli
Tips for Hiring the Right Internet Sales Manager
20 DavidKain
Sometimes the Most Obvious Person for the Job is Not the Right One 22
Should You Promote Your Top Sales Person to Management CarolMartin
Five Steps to Maximize A Jingle Campaign
23 JeffFishel
Can’t Touch This
24 PattiWood
Five Easy Ways to Show Employees How Much You Care
26 DaleCollie
What Dealers Should Know About A Service Contract Company
28 TonyDupaquier
Four Keys to Integrity Selling, Part 4
30 SeanWolfington
Lead Generation = Dollar Creation
31 MarkTewart
About the Valuable BeneÞts You Offer 32
Get More SpeciÞc in Your Ads ScottJoseph
Corinthians 5:7
We live by faith, not by sight.
We are so often sidetracked by
3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 difficulties because we expect to see
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 barriers removed before we even try
Patrick Luck, Editor & Publisher to pass through them. If we would only
• pluck01@autosuccess.biz move straight ahead in faith, the path
Susan Givens, Vice President
• sgivens02@autosuccess.biz would be opened for us.
Courtney Hill-Paris, Sales-improvement Strategist
• chill-paris04@autosuccess.biz
Psalms 18:32
Brian Ankney, Sales-improvement Strategist
• brian01@autosuccess.biz It is God that girdeth me with strength,
God Bless America Thomas Williams, Creative Director
• twilliams03@autosuccess.biz
and maketh my way perfect.
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
info@autosuccess.biz. Subscription rate is $75 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content, and page length. AutoSuccess
provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. Always confer with legal counsel before implementing changes in procedures.
© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess
may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA.
Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

8. sts ms ls fis sf
BrianTracy
sales and training solution
How to Get Your Ideas Across
Fully 85 percent of You can be limited in other respects - by communication. But first, there are two major
what you accomplish education, contacts and intelligence - but myths about communication that must be
in your career and if you can interact effectively with others, dispelled.
in your personal life minute by minute and hour by hour, your
will be determined by future can be unlimited. The first myth, which many people believe,
how well you get your is that because they can talk, they can
message across and by how capable you are I am going to share with you some ideas, communicate with others. Men especially,
of inspiring people to take action on your techniques and skills that you can use to according to the research, think that by
ideas and recommendations. accelerate your progress toward power speaking louder and faster, they’re more
effective in dealing with people. Many people
think that because they have the gift of gab,
because they have no problem talking to
NEED others on any subject that comes to mind,
they’re good communicators.
SALESPEOPLE? Often, exactly the opposite is true. Many people
who talk a lot are often poor communicators
- even terrible communicators. Many people
in sales and business think that being able to
We will help you increase your string a lot of words together in a breathless
driving force. There are qualified fashion makes them excellent at getting a
candidates in your area. message understood by others. However, in
most cases, those people are seen as boring or
obnoxious, or both.
The ability to talk is not the same as the ability
to communicate. The ability to communicate
is the ability both to send and to receive a
Dealers today need a partner with the focus, knowledge and experience to obtain a message. The ability to communicate is the
sales force with the potential to produce. Outsourcing your recruiting and ability to make an impact on the thoughts,
fundamental sales training to Williams & Associates, an accredited training firm, is feelings and actions of someone. Many people
who consider themselves excellent talkers are
today what establishing the F & I department was 40 years ago — a money maker!
not very effective at all in this regard.
If you are not on a plan with a proactive recruiting program then you probably
So let’s dispel the first myth, the myth that
experience high turnover of sales people without the strategies and motivation
talking is equal to communicating. The ability
needed to create sales and maintain profit over a long lasting career. to talk to one or more persons is only the
basic requirement for communication. It’s the
Williams & Associates recruiting and training programs provide:
starting point. It’s the jumping-off place.
• a proven, professional approach to interviewing, recruiting and training in basic
automotive skills to inexperienced automotive sales personnel The second myth about effective
• salespeople with the strategies they need to help you reach your objectives communication is that it’s a skill that people
• salespeople with a higher level of commitment, loyalty and customer satisfaction are born with. Either you have it or you don’t
• salespeople who have paid for their own training and are motivated to succeed have it. If you’re not extroverted, gregarious
and outgoing, you don’t have what it takes to
With the right sales people, and enough of them, you’ll see profits rise! be a good communicator.
Don’t lose another day. Call today for information. Again, nothing could be further from the
Various cost effective plans available, including but not limited to, no up front truth. Communication is a skill that you can
training fees to the dealer. learn. It’s like riding a bicycle or typing. It
takes time and practice, over and over. But if
www.rjwa.com you’re willing to work at it, you can rapidly
improve the quality of every part of your life,
as you will soon see.
A PROFESSIONAL SALES TRAINING Communication requires both a sender and
a receiver. The process of communication
AND RECRUITING FIRM happens rapidly, and this same process takes
place whenever two or more people exchange
1.866.842.1492 Ext 412 ideas. First, the sender thinks of an idea or
continued on page 34
8 www.autosuccess.biz

9. sts ms ls fis sf
RobChesney
marketing solution
Photographing Vehicles
for Online Listing
When selling vehicles well as the type of sound system with which
online, it is important it is equipped. The odometer close-up
to provide prospective will verify your statement of the vehicle’s
customers with as mileage. Shots of the seats can give the
much information buyer an idea of the trim and comfort level
as necessary in the listing to make an of the vehicle as well as the condition of the
informed decision since they are not able upholstery. An image of the seating controls
to physically kick the tires. A best practice also can point out power risers, heating
for having strong online listings is including buttons and other special seat features.
quality photographs to accompany the
written description. Although the written Vehicle damage
description of the vehicle is important, good In providing vehicle photos, it is essential we’re this close to a cure
photographs of a vehicle are critical as they to offer close-up pictures of any visible
lend credibility and verify product attributes damage. For your own protection and
highlighted in the listing. Vehicles with high- for enhancement of your reputation as an
quality photos usually sell for higher prices honest seller, the potential buyer must be
then those without images. cognizant of any known problems with the
vehicle prior to the sale. Include a clear
It is recommended online sellers start with at photo of the damage and accompany it with
least 12 photos to show the following areas: an accurate and straightforward description
of the problem. Typical problems that you
Exterior: Interior: should point out in your photos include
left side front seat dents, rust, faded paint, scratches and
right side back seat damage to the interior, including rips or
front carpet tears in the upholstery or headliner. Honesty
rear trunk about vehicle damage to a potential customer
top dashboard gives them confidence in knowing the true
close-up of wheel odometer close-up condition of the vehicle and comfort to
purchase the vehicle online. Juvenile Diabetes
Exterior
affects millions
When photographing the exterior of the Engine Mary Tyler Moore
International Chairman and causes long-
vehicle, think of the buyer first approaching Potential buyers like to know that the engine
the vehicle and taking in its overall has been maintained. Moreover, a photo term complications like blindness
appearance and style. It is important to will confirm that the engine’s type, style and kidney failure. Not to mention
provide a full exterior view so the buyer can and condition are as you describe them in pain and worry no kid should have
have a full perspective of the vehicle. It is the listing. The best shot is one showing to live with. But we’re closer than
best to provide four separate images showing the entire engine bay. Be sure to throw extra
ever to a cure. Your help makes
each side, the front and the back. The front lighting into the area under the hood to bring
life-saving research possible. Call
and back of the vehicle should be clearly out the details and overcome shadows.
visible because these are the areas that most 1.800.533.CURE or visit
often distinguish makes and models. A close- Photos are the closest thing to a test drive www.jdrf.org.
up wheel shot will allow the customer to see that your buyer is likely to experience.
the type and customization of the wheel and Give the customer a feeling of assurance
wheel covers. You may even include the and satisfaction through an array of pictures
tread to show the amount of wear. that fully describe the vehicle and its special
features. Your photos will drive sales, and
Interior customers will bid with confidence in the
In your interior photography, document vehicle.
all the important details that the customer
will find inside the vehicle. A shot of the
Rob Chesney is the director of autos at
dashboard will inform the buyer of the eBay Motors. He can be contacted at
available analog or digital instruments as 866.210.2211.
may 2005 9

10. sts ms ls fis sf
BobTasca
leadership solution
Tasca Uses Training to Manage Growth,
Increase ProÞts and Reduce Turnover
Whether you’re Part 2 - Welcome to the Dealership: mixed messages from the leadership team.
adding franchises to Overview each department and the new By taking our leadership team off-site, we
your dealer group hire’s role within the entire ownership were able to define our goals and our plan
or tightening your experience. of action for achieving those goals. Our
belt in an effort to consultant led the team in talking about
remain competitive, nothing will make or Part 3 - Dealership Tour: Tour every how we can develop a world class team of
break success quite like people. At Tasca department within the dealership. employees who are passionately committed
Automotive, we’ve grown from a small, to serving our customers. Involving every
family-owned, single-point store to a Part 4 - Department Internship: Spend member of the leadership team in our vision
multi-franchise auto group operating out time in each department to better and the creation of our playbooks to carry
of three locations and, shortly, four. We’ve understand the customer experience. out that vision has helped us bring to life
grown substantially while maintaining the idea that people support what they help
CSI scores that are among the highest in Part 5 - Job Training: Highly interactive create. Because they were involved from the
the nation and customer loyalty above 63 training designed to give the new hire start, they do a better job motivating the rest
percent. Throughout the growth process, the knowledge, skill and confidence to of the team and holding them accountable.
we’ve naturally needed to add people. execute their job responsibilities and to
When adding to the team, you run the risk be successful. We followed this same method when we
of watering down your culture and dropping were ready to set up a customer relationship
people into positions before they’re fully Part 6 - Mentorship: Every new hire is center. We used insight and best practices
competent. For anyone who’s cringed at assigned a mentor who is responsible from successful dealers around the country
observing an unprepared, unskilled and for helping him or her on the job for the while making sure that everyone’s voice
untrained employee deal with a valued first 120 days. was heard. We were looking for a better way
customer, you know what I’m talking about. to handle inbound Internet leads, and after
Sending a new hire into a training room with Part 7 - Certification: To ensure each fast success, we expanded the department
a stack of video tapes before pulling a trial new hire is ready to go face to face with to handle inbound phone, outbound sold,
by fire is a training strategy that will put you our customers, we have them complete service, renewal and unsold follow-up. We
at a competitive disadvantage in no time. An a certification process to demonstrate crafted a playbook to detail each of our
ill-conceived training strategy is not fair to they are capable of delivering the Tasca processes, and we were doubling, tripling
the dealer, it’s not fair to the customer, it’s Experience. If you’d like to know more and quadrupling the results from our CRC.
not fair to the employee and possibly lies at about our certification process or any of
the root cause of excessive turnover. these components, e-mail me. Whether we’re preparing a new hire for
a career with Tasca, keeping our staff
At Tasca Automotive, we’ve always believed motivated or launching a new profit center,
that our most important asset is our people
and that we owe it to our customers and
... we’ve been on-going training and education is the key
to continuous improvement. Will strong
ourselves to invest in the development of our able to manage leadership and a comprehensive training
growth,
team. We’ve hired an outside training and system shape the evolution of your team,
consulting company to improve our strategy or will your people evolve on their own? If
for recruiting, hiring and training our people.
With this help, we’ve been able to manage increase proÞts you’re interested in learning more about any
of the modules included in training system,
growth, increase profits and reduce turnover.
We created a recruiting, hiring and training
and reduce e-mail me. The modules include: Sales
Process, Management and Coaching, Phones,
system to ensure we hire the right people for
the job, baptize them in the Tasca Way of
turnover. Internet, Unsold Follow-Up, Sold Follow-
Up, Service, Lease and Retail Renewal and
doing business and give them the tools and more. With training and vision we can help
skills they need to get off to a strong start. The goal is to see that all of our graduates ordinary people get extraordinary results,
We build on that foundation with weekly leave our orientation excited about their and if we treat our people well, they will
in-house sessions and monthly training career and confident with the skills and treat our customers well.
meetings with our consultant. Here’s a quick process needed to get results. In building this
overview of our new hire orientation: training system, we’ve discovered the need
to get our leadership team on the same page
Bob Tasca III is the dealer principal of
Part 1 - Welcome to the Tasca Family: so that the training message we delivered the Tasca Automotive Group. He can be
Overview the dealership’s history, was consistent and easy to implement. contacted at 866.210.1254, or by e-mail at
vision, mission and principles. Nothing unwinds new skills faster than btasca@autosuccess.biz.
10 www.autosuccess.biz

11. Are you tired of struggling to recruit, hire and train salespeople?
Burned out from chasing sales candidates everyday?
FREE REPORT reveals how revolutionary training system:
“Puts Recruiting and Training on Auto-Pilot
So You Can Go Play Golf!”
Would you like to have a predictable Whether it’s your Þrst year in
“I went from a broke ßow of interested high caliber candidates management or you are a thirty year
salesperson to owning calling YOU and working hard to veteran, you will love to never again talk
convince you to accept them? Dream to anyone unless you want to. Recruiting
multiple successful candidates who you would never get to should only be done when you want to,
dealerships. Mark see in a million years. not because you have to! Don’t let your
Tewart gave me the competitors steal all the good salespeople.
If you’d like to have complete control So why is it so hard to recruit and train
information and road over your recruiting and training process, good salespeople. Marketing and training
map to get there. Regardless of the economy or any other incest! Everyone runs the same ads on
– Chad Hawkes, Dealer, marketing condition and put an end to Sunday saying the same things as twenty
the endless grunt work you’ve become other frustrated dealers. Next, you take
Hawkes Motor Co., resigned to, please keep reading. a loser candidate and train him with
Pryor,OK. Þfty year old sales training drivel from
Getting candidates calling YOU is easy… material created from a sales trainer
If You Know the Best Kept Marketing who hasn’t sold a car in twenty years
As a salesperson, and Training Secrets! AND…didn’t sell much when he was a
Mark’s ideas have been sales person. STOP THE INSANITY!
huge in increasing Maybe you to have found that recruiting With constant inbreeding of recruiting
and training is getting tougher. You run and training methods it doesn’t take long
my sales with unique ads that bring derelicts and then struggle before everyone gets stupid.
marketing ideas. to Þnd the time to train them properly.
– Chris Hanson, Maybe you are in the minority who have Breakthroughs come from going
hired the right candidates but don’t have outside the box and bringing new,
Salesperson, Hibbing the time to train them or the materials proven, process back in. Imagine having
Chrysler, Hibbing, MN. and information to train them with that qualiÞed candidates and having them
works for the price conscience, educated trained properly. How would your life
buyer. Maybe you are sick and tired of be different? You can be the greatest
“By following Mark’s taking crap from loser, unproductive, manager in the world, but that won’t do
ideas, we have bad attitude salespeople you currently you a bit of good if you can’t attract the
increased our sales by have because you are having a hard time right people and train them properly.
replacing them. You would love to get rid Getting rid of these problems is not a pipe
20 units a month and of their bad attitude but you keep them dream.
have increased gross because they are warm bodies.
proÞt by over $200 per FREE REPORT TELLS ALL!
You see, success at recruiting and training
car. has a lot more to do with learning the So, if you are ready to discover the
– Seth Silgar, General secrets of direct response marketing and astonishing secrets of getting qualiÞed
Manager, Ward Chrysler, having the right information than it does candidates and training them properly,
with running more ads that already don’t
Carbondale, IL.
Call Now!
work. So often, even when you get a good
candidate, they fail because they
don’t get trained properly.
24/7 Hotline 866.432.2468 or go to
888 2 TEWART (283.9278) www.tewart.com/specialreport

12. sts ms ls fis sf
StaceyDiPiazza
leadership solution
How to Pick A
Document Destruction Vendor
On June 1 2005, vendor performs extensive employment to make sure security is maintained.
dealers will need history verification on all employees, Also, make sure your vendor allows
to have in place a from drivers to plant personnel. Also, you to witness the destruction of your
method of destroying make sure their employees are required materials if you wish. When you visit
consumer credit to sign a confidentiality agreement not the plant, check to make sure no one is
information that is to disclose any information they see. able to enter that facility without having
in compliance with the Fair and Accurate his or her identity verified and without
Credit Tranaction Act (FACTA). They’ll • Make sure your documents will be signing a confidentiality agreement.
have six months before they are subject to part of a closed system. Such a system No non-employee should be allowed
serious fines and penalties under FACTA. safeguards the documents from the time to move around the facility without
they are discarded to the time they are being accompanied by an authorized
The rule requires that dealers destroy all destroyed and disposed of. Before employee. The facility should also have
consumer information before it is discarded. a document is destroyed, it should an advanced alarm system and should
The information must be disposed of in be locked in containers that prevent be continuously monitored. The vendor
a confidential waste program, where it is unauthorized access. When it’s being should also guarantee when your
securely destroyed. transferred out of your dealership it information will be destroyed.
should be in containers to prevent
Many dealers have already set up loss from wind or other atmospheric Here are a few questions that will help you
relationships with document destruction conditions. In addition, these documents qualify a vendor:
companies to make sure their confidential should only be handled by employees of
consumer information is being handled the vendor who are easy to identify with • How many years have you been in
properly. uniforms and picture ID badges. business?
• How many employees do you have?
If your dealership hasn’t done this already • Check vehicle security. Most • Can you give me references, a
and you’re not sure how to pick such a shredding vendors offer both mobile certificate of insurance and proof
vendor, here are a few tips to help you make and plant-based destruction services. that your employees are bonded?
the right choice: Trucks should be equipped with state- • Are you certified by the National
of-the-art alarm systems and tracking Association of Information
• Ask about employee hiring and devices. Destruction?
screening. If you are entrusting • Do you supply a Certificate of
confidential records to the drivers and • Expect the document destruction Destruction once the material is
other employees of your vendor, they vendor to value security whether destroyed?
have to be trustworthy. The vendor utilizing an off-site or mobile service. • Can you provide a list of your
should use a third party to check their Your vendor should be anxious to share security features?
employees’ driving records, perform information about safety measures. If • What is your employee turnover?
drug screening, carry out credit checks your documents will be shredded off-site • How do you train new hires?
and do criminal background checks. at a facility, find out about the security • How many trucks do you have?
Employees should be bonded for a at the plant. Visit the facility before you • Can we tour your facility?
substantial amount. Make sure your choose a vendor and make periodic visits • Do you mind unannounced visits?
• How quickly can you respond to an
Go FISH!
unscheduled need?
The right vendor for you should be anxious to
supply you with answers to these questions.
a la carte
Ask about advertising solutions for Dealers and Ad-Agents. Use them to compare vendors before you
make your choice.
June 1, 2005, is the day everyone who deals
with consumer information needs to change
their tunes. Make sure you are prepared for it.
Call Jeff at:
1-866-521-FISH
www.FishMarketingOnline.net (3474) Creative. Media. Fulfillment. ®
Stacey DiPiazza is the owner of
Infoshred LLC. She can be contacted at
866.826.8434, or by e-mail at
sdipiazza@autosuccess.biz, or visit
www.infoshred.com.
12 www.autosuccess.biz

13. sts ms ls fis sf
JimAdams
sales and training solution
Take Your Time and Be A Professional
How long it should wants and needs. Select a product and demonstration drive. Remember, if
take for a customer isolate it from the rest of the inventory. you do not go on the demonstration
to make a $20,000 They will not buy a row of vehicles, drive all you can say is, “So how did
to $30,000 buying they will only buy one so get it away you like it?” A controlled product
decision? How many from the rest of the inventory so they demonstration is the key to the sale.
times are we shortcutting the sales process to can start developing pictures of mental Ninety-nine percent of all customers
the point that from the meet and greet to the ownership. (10 to 15 minutes) tell us that they have to drive it before
initial presentation of numbers, we have spent • Product presentation: This includes they will buy it. (15-25 minutes.)
less than 30 minutes with the customer? Time a great customer participative walk-
spent with the buyer obligates the customer around presentation that includes So let’s look at the numbers. If we just take
to the sales person, yet we rush the process the features and advantages that are the minimum steps necessary to close the
to the point that we have very little chance important to your customer. (At least sale today it should take 45 minutes to an
of closing the sale. Take the time necessary 10-15 minutes.) hour before we even have an opportunity to
to build rapport, investigate wants and needs • Product demonstration: This is a present initial numbers.
and give a professional selling presentation well-planned demonstration drive that
and demonstration. includes city and highway driving Take your time, and be a professional.
and allows the sales person to ask
Do you have a professional sales process? Jim Adams is the general manager at
controlled closing questions to move
Roper Kia in Joplin, MO. He can be
Tex Prichard, the author of Control Selling the customer closer to the sale. The contacted at 800.905.0627, or by e-mail
Systems, described a professional sales sales person always goes on the at jadams@autosuccess.biz.
process as, “A bendable, not breakable, way
of handling clients and buyers to insure the
total effort with every single opportunity.”
Take a look at your sales process. Do you
have a great system in place to insure your
total effort with every buyer or do you do it
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may 2005 13

14. sts ms ls fis sf
MichaelYork
sales and training solution
Happy Customers: To Be or Not to Be
This is a tale of two wanna-be. So I had water (lots of water). question. “How is it that with a genuine
cities … and your I leave puzzled and disappointed. Over Cajun menu and here in the middle of
customers. Actually, something as simple as sugar in tea. Florida, you serve sweet tea?” “Because our
only one city and how customers ask for it.”
it affects customers Last week, I’m off to dinner again in Port
in several places, even where you live. It’s Orleans: The resort Orleans of Walt Disney What’s the best reason for you or your
a matter of policy, principle and being true World. My wife and I take the riverboat business to do something you’re not doing
to your school - or just giving the customers cruise to Downtown Disney and back to now? Because your customers ask for
what they’re asking for today. Which group Port Orleans just for the ride, then decide it! Good answer, Katie. How sweet it is!
are you in? to have a real sit-down meal at Boatwrights Because if you’re really listening, you know
(yep, I’m using their real name cause they’re they want it.
The city is New Orleans. Cajun, bayou, about to do something uncommon).
gumbo, hot, spicy, N’awlins. I do enjoy a How do you win in this marketplace? In
trip there from time to time. It’s Cajun cuisine and southern country the NOW economy? Pay attention! If the
cooking all rolled into one. Shrimp creole, customer’s asking for it, why not give it to
A few weeks ago my wife and I went to red beans & rice and skillet cornbread and them if you possibly can? Instead of showing
dinner at a restaurant in my city, Charlotte. more. Real N’awlins flavor, real Disney them a map, or quoting your policy, or
It was a place we’ll call King Creole (not service. protecting the sanctity of a far-away city; all
the restaurant’s real name). King Creole is the while disappointing the customer. When
committed to serving genuine Cajun dishes. in Rome … give the Romans what they ask
And apparently to the extreme, even if it What kind of for, if you can.
means disappointing the paying guests.
questions are That’s the Disney difference. Listening and
After ordering something hot enough to suck your prospective serving and delivering what makes the guest
the breath right out of my lungs and give me
that acupuncture feeling around my mouth
buyers asking? feel good or feel better, while spending
Are you
money at your restaurant, store, city or
and lower face, I asked for iced tea with my resort.
meal. Not just any iced tea, but sweet tea, a listening? What
genuine southern specialty.
do prospective I may not expect to get sweet tea in New
Orleans. But I also don’t expect to be denied
“We don’t serve sweet tea,” I was told by buyers want it in other places because they don’t do it
Brandon (not his real name), “just unsweet.”
As my eyebrows began to simmer from the
that might make like I want it somewhere else. Especially
when I’m here. What kind of questions are
shrimp and secret spices, I thought for just them your next your prospective buyers asking? Are you
a second and then asked Brandon how long
he’d worked here. “Almost five years,” was
customer? listening? What do prospective buyers want
that might make them your next customer?
his answer. Where are you when it comes to sweetening
Tired of a day of soft drinks and water, I pose the deal for your customers? Pay attention
“Is there a day that goes by when you’re not the sweet tea question, reminding myself of and they will tell you how to win them over.
asked for sweet tea?” “Well, we get asked the fact that I’m no longer in Charlotte or How sweet it is. Happy customers talk about
about it a lot,” Brandon replied. I’ll just bet. even the south … at least the part that’s how you did it! And tell everyone they know.
“If so many customers ask for it, why don’t known for sugaring their tea. Now go find your sugar.
you serve it?” I continue the quiz. “Best
answer I can give is they don’t serve sweet “Absolutely!” was Katie’s reply to the Want Michael’s short list on how you can
tea in New Orleans.” question I had mentally already answered sweeten the deal for your customers? Go to
in the negative. “What … you have sweet www.autosuccess.biz and click on “Michael
True, but I’m not in New Orleans, I’m tea here?” I asked almost shocked by my York’s Sweet List!”
in Charlotte, where people drink sweet server’s response. “Sure do,” she said.
tea every day of the year. Brandon just “Would you like some? It’s ice cold.” Michael York is an author and professional
speaker. He can be contacted at
shrugged. By now, I’m somewhere between 800.668.5015, or by e-mail at
disappointed and cajun-hot at this “letter myork@autosuccess.biz, or visit
of the law” delivered by my New Orleans But I didn’t answer. I still had another www.MichaelYork.com.
14 www.autosuccess.biz

16. sts ms ls fis sf
AnthonyHall
sales and training solution
Reßection of One’s Self
is One of the Best Training Tools
Being your own coach Client needs • Did I ask for feedback throughout the
can be one of the best • Did I question to understand who, sale?
training tools you what, why, when and where about
have. Self-coaching my client’s needs? Follow-Up
takes time, discipline • Did I maintain 40/60 talk/listen • What is my follow-up strategy?
and desire. dialogue? Really? Time schedule?
There are many things you can do to improve Solution Other
your sales results such as reading sales • Did I tailor my product presentation • Asking for referrals?
books, listening to tapes or cds, watching to relate and satisfy the client’s
product videos and practicing with fellow needs? How to assess:
sales people. But since we are often on our • Ask yourself the following as you go
own, one of the most important things you Resolving Objections through the check list:
can do is to reflect back and self-coach. • Did I uncover objections?
• Did I check if I satisfied the First, assess your strengths. Find
Self-coaching takes time but it is worth objections? something that you can feel good about.
the effort. It takes discipline. Just as you • Did I show empathy toward my • What did I do well? Be as specific as
wouldn’t dream of leaving the house without client’s needs? possible. You can learn a lot from
looking in the mirror, you need to develop • Did I question to learn more before assessing your strengths.
the habit of looking into your skills mirror responding?
after each sales opportunity. Next, identify your areas for improvement.
Action Steps • What could I improve?
What to assess: • Did I get a commitment to buy? • Be honest with yourself.
Try using a variety of these areas of criteria • Did I accomplish my objective? • Look for what you can do differently
to stream line the self-coaching process. next time.
Focus on the full sales process or one part of Sales Skills
the sale, based on your level of focus. • Presence Then get an outside view (we all have blind
• Did I project confidence? spots) ask yourself:
Self-coaching check list (it is Þne to work • Was my demeanor impressive? • Where can I go to learn more? We all
on one thing at a time) need an outside view. Go to a manager
• Was I prepared with common ground Questioning or fellow sales person who you feel
skills? • How effective were my questions? can add value. Say, “This is what
• How was my product knowledge • Did I funnel down to get deeper happened … This is how I handled
level? clarification? it ... What do you think?” Keep your
• How was my competitor’s product • Did I acknowledge and preface my comments and assessment brief. You
knowledge level? questions with client’s benefits? are to listen. Be open to the feedback
• How much did I know about my • Did I ask need, decision-making or so that you can learn and apply.
customer? competitive product questions?
• Did I use work track knowledge Create action steps:
successfully? Listening • Set a game plan of what you will
• Were presentation skills • Did I listen for more product needs? improve. Work on that one thing in
professional? • What was the quality of my attention? the next sales opportunity, continue
• How effective were my questioning Eye contact? Note taking? to self-coach, and when you master
skills? that, go on to conquer your next
• Were all decision makers present? Positioning area for improvement. The power of
• Did I discuss my product, service incremental growth is extraordinary.
Relating (common ground) and ideas from my client’s point of So take it one step at a time.
• Did I build rapport? view?
• Did I connect? • Did I mirror my customer’s body The better you get, the better you get paid.
language?
Interactive client dialogue Anthony Hall is a training consultant
• Did I have 40/60 dialogue? Checking at Ziegler Supersystems. He can be
contacted at 800.610.9047, or by e-mail at
• Did I talk less and listen more? • Did I keep the contact interactive? ahall@autosuccess.biz.
16 www.autosuccess.biz

18. fs feature solution
MarkBonfigli
How Are You Being Found
Why Dealers Are Moving Their Ad Dollars
Into Search Engine Marketing
One of the most commonly asked questions and dramatically lower than conventional MSN or Verizon Super Pages when they are
is the hardest to answer. How many leads advertising. Our store generated an extra searching for a vehicle, a dealer, financing,
and sales did I generate from my radio, TV 190 leads last month with $1,500 of SEM etc. Because these ads capture customers’
or classified ads? advertising. Because we can track every attention at the moment they are most
dollar spent and every call and e-mail lead interested (while they are searching) the
It is challenging to measure the success of from the search engine ads, we know exactly quality of visitors to a dealer’s Web site is
traditional advertising since customers can what we are getting, something we can’t improved since the keywords are based on
slip through a variety of cracks by calling get from radio or print. We have found a local terms and IP addresses. These keywords
or e-mailing the dealership. For example, a formula that really works,” said Miele. “By are purchased in an auction format where the
small percentage of radio listeners will end integrating the search engine advertising highest bidder gets the best position on the
up on the dealers’s Web site and call the into our Web sites we know everything search engine page. Since positioning is
phone number on the Web site or submit we possibly could and this has caused us critical to the success of the campaign it can
a form from it and the dealer would have to move more dollars into search engine be very challenging not to get “bid up” by
no way of tracking it back to the radio ad advertising. The other main reason we have the competition or national car buying Web
unless every employee at the store asked been so successful is the lead-generating sites that are bidding on your local market
every customer and every customer actually power of our Web sites, our submission keywords.
remembered how it was they heard about the rates have been over 20 percent with our ad
dealership. So the dealer would never know campaigns!” The keys of SEM marketing…
if his radio ad was effective or not. Then the Some dealers using search engine advertising
question comes up, “Is this customer a lead What is search engine marketing? Why is (pay per click) have completely figured out
from traditional advertising?” It should be it effective? Dealers and manufacturers are the solution to this problem and it is truly
but the dealer would never know that. The all moving more dollars into SEM every scientific down to the last phone call or e-
Web site ends up being the key to attracting month, but why? Some important statistics mail. The key is that they focus on four major
the customer further, providing key to consider. areas when using pay-per-click advertising
information on inventory, pricing and more, on search engines such as Google, MSN,
and is ultimately - and maybe wrongfully - and Yahoo. These four areas are critical to
Dealers spend more than $500 per new
given credit for generating the lead. achieving real success and will help you
vehicle sale with radio, TV, print and mail
lower your overall ad spend by getting better
(NADA.org) while Internet advertising
Lead management systems and phone ROI on your ads.
has averaged about half of that. What is
tracking systems have made advertising ROI
more compelling is that many dealers are
analysis more concrete, and it is still far from 1. Don’t do it yourself.
generating sales from SEM at less than $100
scientific. Some dealers have aggressive Managing pay per click properly means
per sale.
polling procedures in place that all employees monitoring the bids on every keyword all
follow. So the question lingers, “How can day long, and doing it yourself will be a
I brand my dealership locally, generate real More than 85 percent of all new visitors full-time job. Find a well-known company
leads for all my profit centers and still track to a Web site used a search engine to find that specializes on automotive search engine
the success of my ads? One definite answer is it! (GVU Users Survey) And more than 33 marketing. They should be very comfortable
Search Engine Marketing or “SEM”. percent of all search engine users believe and well versed in dealer Web sites and lead
the number one position in the search is the management to help you design a campaign
Curry Acura (www.curryautogroup.com) number one brand. (voter.com) that truly works with your dealership.
General Manager Michael Miele has been Remember this company will have to not only
focusing attention to SEM over the past year. Search engine marketing is placement of ad create the ads but work with your Web site
“We have found that several of our stores can sponsorships (links) that dealers can acquire company to create effective tracking. They also
generate high quality leads well below the for specific keywords that car buyers enter need to know the car business well to create
going rate of the third-party lead providers into search engines such as Google, Yahoo, powerful keyword lists on which to bid.
18 www.autosuccess.biz

19. 2. Strategy is key. Additionally your Web site should have a Curry Auto Group, NY
Your online marketing firm should have four wealth of photography for each and every car www.curryautogroup.com
to six thousand keywords covering your including virtual tours and extended data such
competition’s names, makes and models as reviews, tech specs, warranty information
you’re selling, finance and service terms, as and manufacturer rebates. Your Web site Cam Motors Chevrolet
well as local zip code and city names as part should allow you to create custom coupons Naugatuck CT
of the keywords creation. You will need to and specials weeks in advance so they www.cammotors.com
test your market before committing to any automatically appear and remove themselves
long-term contracts or big ad spends. The on specific dates. Every department page on
company that creates your SEM campaigns your site should be easily editable so you
Cush Auto Group
should be able to offer you a trial period can keep the information fresh and valuable San Diego, CA
whereby the dealer only pays for the clicks to every visitor. Some advanced sites now www.cush.com
and visitors they generate to their Web site. monitor the consumers’ actions and make
This trial period should be at least two to specific offers based on the vehicles they Colonial Honda
four weeks in length to get a good idea of are shopping and even track their shopping Los Angeles, CA
what your market opportunity is and how actions so the dealer can view at a later time.
much you should be spending each month. This behavioral monitoring allows a sales
www.colonialhonda.com
Whatever the case, you should only be paying person to really understand what was of
for the clicks on your ads that generate Web interest to the customer even before they call Lindsay Auto Group, VA
site visitors and maybe a small fee to the or e-mail the dealership. www.elindsay.com
company that handles your ads.
What your search engine ads should
3. Tracking is everything. tell you:
Lia Auto Group
Your online ad firm needs to know how to • How many customers are exposed to CT, NY, MA
integrate your search engine ads into your your ad in all the search engines. www.liacars.com
dealer Web site so that every phone call is • How many visitors to your Web site
tracking back to the search engine ad and were generated.
every form and e-mail submitted is, as well. • How many phone calls did the
This is the key to tracking your success. In campaign generate including the time
addition to tracking the actual leads that are and date and callers’ phone numbers
generated from the ads you will need a sound from all calls generated.
sales process in place and an easy-to-use lead • What and how many form submissions
management solution, because you must and e-mails were generated. Example:
effectively handle the new influx of phone 14 Trade-in forms, 63 test drive forms
calls and e-mail submissions. and 13 service request forms, etc.
• You should know what every dollar
4. Deploy automated Web site lead- spent each day resulted in.
generating tools. • The cost per lead calculation.
This traffic to your Web site will only matter Example: 150 leads for $1,500= $10/
if your Web site is providing solid product lead.
information that also taps into the emotion
of the buyer. Your site should be able to
automatically notify customers when new Mark BonÞgli is president and CEO of
Dealer.com Inc. He can be contacted at
arrivals enter the lot and send photos and 866.876.6403, or by e-mail at
details for any vehicles that interest them. mbonÞgli@autosuccess.biz.
may 2005 19

20. sts ms ls fis sf
DavidKain
leadership solution
Tips for Hiring the
Right Internet Sales Manager
Your customers will providers, vehicle photos, etc. 3. Candidates must be willing to put in the
use the Internet while • What kind of return on investment time necessary to make the department
shopping for their is necessary to make the effort successful.
next vehicle at record worthwhile? • The Internet is 24/7. Most customers
levels in 2005. Your shop online after traditional sales hours
dealership needs to 3. What are your performance expectations so responding to leads in the evening
be prepared to greet your Internet customers for the Internet department? and on weekends should be part of
with the same level of consideration you give • What kind of operational standards do your expectations. If a candidate is
a person who walks into your dealership. As you require? not willing to communicate with
a result, it is time to get serious in hiring the • How many vehicles do you expect customers after normal business hours
right person to manage your fastest growing them to sell? it is best to find this out beforehand.
department. The person you select as your • What kind of gross profit do you
Internet sales manager (ISM) will either expect? Compensation
bring customers to your dealership or drive • Be specific and communicate your How you choose to pay the Internet sales
customers away depending on how well they expectations to your ISM. manager depends on what you ultimately
understand their role. create as their job description. As with all pay
5. What kind of Department Structure would plans, where you focus the pay is where your
A few minutes spent determining what you work best at your dealership? results will come from. Consider the following
expect from your Internet Department and • Internet department reporting to GM? when determining your compensation plan:
what you expect from your ISM can make • Internet sales person reporting to the
all the difference and provide clear directions GM or sales managers? 1. What is the structure of the
on how to get the best return on your Internet • Internet sales team embedded in a department? Internet sales person,
investment. Business Development Center? Internet Department, BDC, etc.?
• Other? 2. If your structure is an Internet sales
What Results Do You Expect from Your person, will the position be full-time
Internet Department? Selecting the Right Candidate or will the ISM take floor ups?
Answering the following questions upfront Creating a job description for the Internet 3. How much time will be spent working
will allow you to select the right candidate manager is the best way to communicate your with administrative activities (Web
with confidence: expectations for the department as well as site updates, photos, lead provider
the qualifications necessary to do a good job. interaction, etc)?
1. What are your current results? Consider the following while writing the job 4. Do you want to focus on volume or
• If you don’t already know it is description and in selecting your candidate. gross?
important for you to find out before
you start recruiting. A good candidate 1. Candidates must be able to sell vehicles A variety of plans are in use by dealerships
will likely want to know this right off if your process requires them to work the today and selecting the one that works for you
the bat to see if they are being offered customer from e-mail to delivery. should be well thought out.
a growth opportunity. If you are a • Too often dealerships delegate the
franchised dealer your manufacturer Internet management role to mediocre Summary
should be able to provide this sales people that are just good guys Selling online is a difficult task considering
information and if you have a who have not had much sales success your customer must be motivated to talk to
relationship with a lead provider they on the floor. If they can’t sell cars on you on the phone and then motivated to visit
also provide monthly reports. Gather the floor they likely won’t fare any the dealership. The time spent creating your
the information, determine your better online. The best results I’ve dealership Internet Department structure,
current status and be up front with seen come from dealerships putting expectations and goals will be a valuable
your candidates about the challenge or quality sales persons into this role and foundation to your Internet sales success.
opportunity ahead of them. training them on the computer and From this foundation, a well thought out
the administrative functions. Keep job description and compensation plan for
2. What is your dealership’s Internet in mind this role is to sell cars and the Internet sales manager will give you
marketing plan and expected return on trucks. the confidence you need to choose the best
investment? possible candidate for the job. With the right
• Identify your Internet target market (all 2. Candidates must be organized and able to candidate in place you can expect to increase
buyers, used vehicle buyers, import handle multiple tasks. your sales and profits. Aim high and the
buyers, specific zip codes, etc.) • The Internet role includes managing results will follow.
• Identify your lead sources: Web site, leads, updating the inventory on the
lead providers, aggregators, database Web site, managing lead providers/
marketing. aggregators, measuring results and David Kain is the automotive Internet
• Determine your budget for this by many other activities. Most dealerships training specialist at Kain Automotive Inc.
effectively tapping this market. Keep require the ISM do all these activities He can be contacted at 800.385.0095, or
in mind you are paying for a Web so it is important that the candidate by e-mail at dkain@autosuccess.biz, or
site, a lead management tool, any lead realize this going in. visit www.kainautomotive.com.
20 www.autosuccess.biz