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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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    autosuccessMay06 autosuccessMay06 Document Transcript

    • Don’t Miss the AutoSuccess Best Practices Summit IV, page 4 May 2006 Dealix: Mining the Best Quality Leads on the Web Interview With Vice Presidents Tim Weaver and Patrick Stanton
    • How do we get more car buyers into your dealership? It’s called being in the right place at the right time. Never before has a media plan had such scope. We’ve partnered with MTV, Comedy Central, Stephen King, TNT and more to create promotions that will give your cars unprecedented visibility. It’s the ultimate media plan. And it could only come from the ultimate automotive marketplace. To reach more buyers, call 1-888-249-6860.©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.
    • NEED AN EVENT THAT PAYS? The Hottest Do-it -Yourself SALES EVENTS IN THE NATION OUR DEALERS AVERAGE 340% MORE UPS WITH OUR EVENTSTHAN LEADING SALES. NO TEAMS, NO COMMISIONS, JUST TRAFFIC!!POWERFUL EVENTS • REAL BIG RESULTS • REALLY INEXPENSIVEPlus, we include everything for you... Direct Parcel • Event Website • Credit Hotline • Balloons • Mirror Tags Registration Cards • Incentives • BDC Scripts and more! CALL FOR A FREE MARKET REPORT. The Driving Force Behind EVENT SPECIALISTS ARE STANDING BY Automotive Advertising Market Exclusive 866-239-3862 Copyright © 2006 Turn-Key Events and it’s licensors.
    • Don’t Miss This Event 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, BZResults.com AutoTrader.com 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 AutoTrader.com’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 your gross profit a minimum zero cost of 33% Darren Haygood Jennifer Al Babbington Chris Hanson Rad Weaver Director of CRM & Internet Sales, Lokey Automotive Picheco Chief Executive Officer, CallCommand Award Winning DaimlerChrysler Sales Person Red McCombs Director of e-Commerce, You will learn: Case Study: “Ford & Toyota You will learn: Germain Motor Company Dealers today run the risk of - How to groom your sales Dealer Sells 500 Extra Cars - Maximize your ROI under-communicating and Maximizing Your Internet people to be 20-plus car Online” - Learn how to increase also over-communicating to people a month your Internet dept. gross Department’s Potential their customer. So what’s - Proven processes that You will learn: profit the right mix? work anywhere You will learn: - How we increased our - To price or not to price You will learn: - Show your sales people Internet sales from 40 to 500 - Stop giving units away just - Core structure: size matters - Unlocking the potential in how to make, develop and in one year to gain market share your database maintain Raving Fans - How to stop selling price - Where you are vs. where - How we tripled our Web - Understanding the lifetime - A sales process for today’s and start maximizing ROI you’re headed site traffic through free value of your customers sales person and customer - Redefine your used car - Your leads and where they - Specific follow up process marketing come from - Automating professional & Internet strategies for sold customers - How we increased out - You heard the customer, consistent communication - Turn leads into - Maximizing owner loyalty - Specific follow up process leads from our Web site appointments, now what? for unsold customers - Increasing repeat & - How we staff, train, pay appointments into sales - When follow up is not - How to close over 35 enough referral business and keep great people - Conduct monthly phone percent of your Internet - How we handle pricing to - Attitude is everything - Increasing frequency of blitz sessions leads and increase customer purchase & spend per visit maintain gross profit loyalty Jesse Biter Dave White Ashley Antonio Jennifer David Thomas President, HomeNet General Manager Internet CRC Director, Paragon Honda Lampinen Owner, Subaru of Dallas Operations, DARCARS CRC Director, Paragon Case Study: How Automotive Group Case Study: How to Acura You will learn: proper online vehicle properly train and manage - How to cut your merchandising can make Getting the Most Out of Your your CRC staff to ensure the Case Study: Key steps advertising expenses you stand out Internet Department best results possible to becoming an award - How to get more exposure winning CRC department for less expense You will learn: You will learn: You will learn: - Proper hiring practices - Gorilla marketing - How to work Smarter, not - Effective techniques for You will learn: - Training methods campaigns that work - Develop your people Harder handling the incoming and - How and when to train - How to create free - Create a process-driven - How to maximize sales on out-going Internet phone - Who to train environment publicity the Internet calls - Where training should - Do you know what kind of - How to generate car - Creating sure-fire be done job you are doing? reviews in the right processes that will maximize - The importance of mystery - Measure your results publications appointments and sales phone shopping the - Think outside the box: - How I grew market share competition Look at what other in the world’s worst location - Constructive Call industries are doing that Monitoring works - Training Incentives - Never stop growing Experience real case studies and learn best practices that will help your dealership immediately.
    • SUMMITIV BEST PRACTICES LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALESMay 18th and 19th, After our CFO and I attended our first Summit in Nov. 2004, we used the2006. At the Venetian information to help us form our own Business Development Center. The information provided by the vendors and dealers enabled us to cut out a lotResort and Hotel, Las of mistakes that would have been made without the information. In April 2005 our BDC was officially launched and is now the hub of our entire dealer group.Vegas, NV In Nov. 2005 the BDC manager and I attended our second Summit. My BDC manager was equally impressed with the content of the meeting and walked away with a lot of useful information. I think what makes these two days soDealers & Managers informative is the fact that you not only see the applications available in theOnly! marketplace but you also see how they are used by real dealers. It would take weeks to research this much information. I would recommend any dealer doing business on the Internet to attend one of these. Thanks again, see you at the Summit!Two days of intenselearning. Dramatically Gene Leitner, General Manager, Norris Hondaimprove your results.Limited Seats,Register Today!Case studies fromsuccessful dealershipsacross the country.Class room styleseating only $595.Speakers subject to change Come see special guest speaker Bill Sattree at the invitation hors d’oeuvres party, Thursday at 5:30pm at the AutoSuccess Best Practices Summit IV Call today to register. toll free 866.239.3712 web www.autosuccessonline.com
    • The Greatest Destroyer of Business: Fear 8 TomHopkins How to Write Great Ads 10 ScottJoseph Fine-Tuning Internet Marketing 11 EricHinkle 80 Percent in 3 Days 12 DavidJohnson Turn the Annual Review Into Something Useful 14 TomGegax Mr. John T. Brasington, 70 Plus Years in the Automotive Industry 16 The Greatest Sales Training Tip ... In Life 18 MichaelYork Time to Tastefully Redecorate Your Office 20 JesseBiter The 7 Commandments of Selling, Part 1 22 DavidJacobson BMW MetroSTEP Program and Hispanics Automotive Technicians 24 EdHuzyak Dealix: Mining the Best Quality Leads on the Web Interview with Vice Presidents Tim Weaver and Patrick Stanton 26 BrianAnkney Safeguarding Customers’ Information and Privacy A Refresher on Safeguards Rule Requirements 28 CharlesArrambide Driving Multi-Channel Sales Success With E-Newsletters 30 BrianEpro The First Step of Successful Negotiating 32 JeffMorrill To Price or Not To Price - No Longer a Question 33 ChipPerry Everyone Needs Credit Insurance 36 TonyDupaquiercover 26 Complete Life Cycle Management - How Much Is Too Much and How Much Is Not Enough 38 AlBabbington Internet Department Quarterly Performance Checklist 40 DavidKain Create Employee Retention 42 RogerHerman Make Women Customers Feel Welcome 44 SkipMerrick Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist luck43@autosuccessonline.com super6@autosuccessonline.com Susan Givens, Vice President Brian Balash, Sales-improvement Strategist sgivens1@autosuccessonline.com bb11@autosuccessonline.com 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 Thomas Williams, Creative Director Charlie Tierney, Sales-improvement Strategist design@autosuccessonline.com cpt2@autosuccessonline.com toll free: 877.818.6620 facsimile: 502.588.3170 Courtney Paris, Sales-improvement Strategist web: www.AutoSuccessOnline.com courtney.paris@autosuccessonline.com helping to promote... Proverbs 3: 5,6 “Trust in the Lord with all your heart, and do not rely on your own insight. In all your ways acknowledge him, and he will make straight your paths.” God is the source of all supplyAutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.AutoSuccess 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. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which thismagazine may be linked from time to time. 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 inwhole 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 thatnames 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.
    • Congrats!# 1 Chevy eDealer of the Year:HouseofCourtesy.com 380 Extra Sales 380 HouseofCourtesy.com increased their sales from 40 to 380 extra cars a month after they switched to BZResults.com 40 before BZ after BZ DIGITAL MARKETING TRAININGSearch Engine Placement CRM System Sales Process BDCCustom Websites Outsourced BDC Desking Used CarsBuild A Car eMail Marketing Phones F&IVirtual Test Drives Voicemail Marketing Internet RenewalsInventory & 360 Tours Showroom Kiosks Unsold Follow Up LeasingOnline Ads Ad Tracker Sold Follow Up Service Free CRM Biz Plan & BZResults.com Free In-Store Consultation 877. BZ.TOOLS 877.298.6657
    • sts fos ls ms sf fis TomHopkins sales and training solution The Greatest Destroyer of Business: Fear Fear is the greatest the transaction. You need to come across best interest to proceed, then it’s your duty as enemy you’ll ever as warm, friendly and inviting. If you truly an expert to convince them that this decision encounter as a business believe in your products and the quality of is truly good for them. professional. Fears service you and your company can deliver, appear on both sides it should show. People are also tremendously afraid of owingof most business situations so you really money. They may make irrational statementsneed to understand them and master how to Smile. Give the client a sincere compliment. or ask questions that seem out of place. Theyovercome them. Thank them for the opportunity to serve may even mistrust what you have to say. their needs. In other words, treat them as you They may want to negotiate fees.Hopefully, you’ll learn to recognize and would a guest you are honored to have inconquer your own inner fears. Those common your home. Please realize that it’s simply a symptomfears most sales people have of not getting of the fear they are feeling about theenough business, making mistakes or losing The next fear you’ll encounter is their fear of transaction. When you notice somethingface will be conquered with knowledge making a mistake. Hey, we all have that one, along these lines, pause in your presentation.and experience. Being educated and well- don’t we? We’ve all made decisions we’ve You might want to do a brief summary ofprepared to perform in this industry brings later regretted. Since you’re working with what’s been discussed thus far to be certainabout self-confidence. one of the largest investments the average they understand everything you’ve covered. person ever makes, you must take the timeThe toughest job you’ll encounter in business to talk them through every aspect of the This challenge may appear in manyis when you have to help others admit to transaction very carefully. variations, depending upon the negotiatingand overcome their fears so you can earn skills of your clients.the right to serve their needs. Fear is whatbuilds that wall of resistance you so often They may stall making any decision to gorun into. There are skills you must master When you’ve ahead and you’ll have to draw them out.in order to climb over or break through thatwall. But, first, you must understand what satisfied They may be point blank about it and you’llthe fears are. yourself that have to sell them on the value of the serviceWhat are the most common fears you’ll it is in their you provide.have to overcome with clients? best interest to A good way to handle most fears is to confrontYour prospective client is initially afraid ofyou. You are a sales person. I think you’ll proceed, then them head on, but gently. You might simply say, “John and Mary, I feel you have someagree with me that sales people are not it’s your duty hesitation about going ahead with this. Wouldgenerally accepted with open arms—even byother sales people. Even if you are going to as an expert you mind sharing with me what it is?” Then, be quiet and wait for their reply. It could behelp someone you already know — a friend to convince that they’ve had a bad past experience andor acquaintance or even a relative — whenyou enter their lives in the role of a business them that this are sitting there fearful of having another. They’re waiting and watching you for signsprofessional, certain fears will arise. It’s decision is truly that you’re not like that other sales person.bound to happen in 99 percent of yourpresentations. (I’ll give you a one percent good for them. Get them talking about their fears so you can determine something concrete to work.non-fear situation with your parents or Help them to see how different you and yourgrandparents, simply because in most cases company are. People won’t do business withthey’ll believe in you and trust you no matter You are the expert. You know this business. you if they don’t like you, trust you and wantwhat role you play with them.) You may have knowledge about aspects of it to listen to you. Fear gets in the way of all that they hadn’t thought of, and if they had, three of those areas.What you need to do to conquer the “sales their decision may have been different.person fear” is to master the skill of puttingpeople at ease. Learn to use a relaxed You must go into every presentation with a Tom Hopkins is the chairman of Tommanner and tone of voice. Use rapport- very curious interest in the who, what, when, Hopkins International, Inc. He can besetting comments and questions that show where, and why of the transaction. When contacted at 866.347.6148, or by e-mail atthem you are interested in them, not just in you’ve satisfied yourself that it is in their thopkins@autosuccessonline.com. 8 www.autosuccessonline.com
    • 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 contact@myautoloan.com,or visit our Web Site at www.myautoloan.com/dealers.In 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
    • sts fos ls ms sf fis ScottJoseph marketing solution How to Write Great Ads When you sit down 5. Why is buying a newer vehicle better to create your next than just continuing to drive what I’m advertisement always already driving? ask: Who am I 6. So what? communicating with? What problems am I Your promotion, your selling posture, going to help them deal with? your proposition has to answer a question that’s already on a prospect’s mind. It has How would I have the most impact on this to provide a solution or a result that’s big person? enough, tangible enough and desirable enough that it will compel them to want to you are their cure Remember: Your message doesn’t have any take action and contact your dealership. value unless it makes an impact. Information or offers alone are not motivating. Unless it So how can you do that? makes a positive and profound impact, it’s empty rhetoric. You have to have a willingness to educate customers as to what their real options are. People buy for emotional benefit. Think about it… most people focus on tangible Just telling people what to do and not telling results like the deal or savings they received, them why they should do it doesn’t give but most of the truly great rewards are them the confidence that going through the intangible – like the birth of your first process will produce the result they want. child, your college degree or winning a championship match. Develop your ability to put into words what people want, and build on that. The first Typically, great rewards are emotional, not thing is to articulate the biggest, clearest tangible. But most people write ads from a desired result people abstractly feel but never tangible viewpoint and ignore or forget about had clarified for themselves. Then build a the emotional. strategy of action they can take. People have to recognize your offer as Most people don’t know what a focused a solution to a want or need they feel “picture” looks like until someone shows emotionally, as well as rationally. Logic them. They don’t even know they’re out of These kids and doesn’t make the deal, not entirely. You have focus until they get into focus… after you millions more to compel people on the emotional level. focus the picture for them. Mary Tyler Moore International Chairman have Juvenile So if it’s the manufacturer’s job to sell the Connect the dots for them. If you connect Diabetes, a disease that product and your job to bring the most traffic the dots, it helps them take action and contact and sell as many vehicles as possible how do your store. Once the dots are connected, threatens their lives every day. you appeal to them on an emotional level? people will take that first step and then go to None of them can outgrow it. the next. That’s what leading is all about. But we’re closer than ever to Some people buy because they are spoiled from your outstanding service. When I write advertisements I try to a cure. Please, help us make constantly think of, what’s the next layer? life-saving research possible. Some people respond because of the emotional What’s the next step to graduate them need to not miss out on something or to take forward? What am I not connecting for Call 1.800.533.CURE or visit advantage of something that only an exclusive them? What are they thinking? I try very www.jdrf.org. group of people will participate in. hard to put myself in their shoes. I wonder what I would be thinking if I’d just heard Six Critical Questions to Ask Before You this… and this… I wonder what sort of offer Do Any Promotion would keep me interested. I wonder where 1. If I were on the receiving end, why my mind would be devoted. would I want this? 2. Why would I want to take advantage of this offer at this particular time? 3. What’s in it for me? 4. How will this newer vehicle or offer Scott Joseph is the president of J&L make me feel better about myself, my Marketing Inc. He can be contacted at family, my business, my future, my 866.429.6846, or by e-mail at life? sjoseph@autosuccessonline.com.10 www.autosuccessonline.com
    • sts fos ls ms sf fis EricHinkle marketing solution Fine-Tuning Internet Marketing If you want to increase the latest industry tools can enhance your Internet department dealership’s performance. revenue, review your game plan. Start with Another area in which to look for the basics first and improvement may be your marketing then nail down more consistency. Your dealership probably has aspecifics gradually. logo or pitch phrase that gives your audience quick identification. If your dealership hasThe most important and basic things to a Web site, that marketing message shouldreview are inventory photos. Do you show be included on the front page. Include ittimely photos when marketing online? with every advertisement opportunity. YourTaking quality photos that are clear and marketing presence becomes your brandvisible will increase the time a visitor will within the community, and consistencyspend on your vehicles. Do a review in counts. Make sure your brand is on yourwhich you list your inventory. Spend time Web site, online listings, window stickers,targeting and capturing the online browser. vehicle and dealership brochures, andDefine where your Internet leads are coming everywhere your inventory is listed. Stagefrom and appropriate money accordingly. your vehicles for photos and use a logoConsider changing your marketing routine overlay on each picture. This can provideto measure your success with every vendor. instant dealer recognition every time anyoneEvery online vendor should be able to give views one of your photos. It takes more thanyour dealership trending reports, daily lead one photo and basic descriptions to standreports, Internet traffic reports and reports above the crowd.on how you compare to others in your area. Choose the vendors that provide the highestMake appropriate adjustments with your level of competencies. Stay away from long-advertising efforts. Not every dealership term contracts on technology software andfinds success with the largest Web malls. hardware. Computer systems and productsSome sites boast several million unique are upgraded too often to get stuck in a long-visitors each month. Ask to see the numbers term lease agreement. Get upgrade pricingfrom other local dealerships in your area. in writing before making commitments.Taking an average of leads produced on One-year contracts on hardware should bea national level may not provide your the maximum.dealership with any advantage on a locallevel. Call around to see how the performance In his book, “Good to Great”, Jim Collinsof local dealerships matches up with claims wrote, “Those companies who turn frommade by company reps. Consider realigning good to great are motivated by a deepyour dollars with other Web malls that have creative urge and inner compulsion for sheera strong local presence. Your dealership’s unadulterated excellence for it’s own sake.location may determine how successful your Those who build and perpetuate mediocrity,marketing campaign will be. in contrast, are motivated more by the fear of being left behind.” He goes on to say,What works for a dealership in California “Great companies artfully manage changemay not be what works for a dealership — but never really spent much time thinkingin Vermont. Considerations for your about it. It was utterly transparent to them.Web presence dollars should be based on The problems of alignment, motivation andperformance. Every Web mall and Webmaster change just melt away. They largely takekeep visitor and lead counts as a part of his care of themselves.”or her contracts. Watch these on a monthlybasis to ensure your dealership is gettingthe maximum exposure for the money it’sspending. As the Internet continues to prove Eric Hinkle is the president ofmore valuable, partner with vendors that VinStickers.com. He can be contacted atenhance their software packages to provide 866.663.9037, or by e-mail atseamless solutions. Staying current with ehinkle@autosuccessonline.com.may 2006 11
    • sts fos ls ms sf fis DavidJohnson sales and training solutionMEET YOUR NEW 80 Percent in 3 DaysE-PLOYEE... Sales have always your customer, you have to stand out from been and always will the crowd. I send a video e-mail telling the be about the numbers. customer who I am and that I have someWORKS 24/7 WITHOUT A The more customers great news for them. If I spoke with the you can tell your story customer, I talk to them about the vehicleSICK DAY OR VACATION! to, the more customers you will sell. they requested, along with pricing and a link to the window sticker. I have used this e-mail Internet sales are all about getting the tactic for a while, and I have had very strong customer off the Internet and on the phone, results. then into your showroom. It’s simple mathematics: If you contact more of your Three hours after the video e-mail, I call the customers you will be able to tell your story customer that I couldn’t get hold of back but to more of your customers; if you tell your I don’t leave a message. For those people that story to more of your customers you will set I have already contacted I call to see if they more appointments; set more appointments got the e-mail then book the appointment.TIMEHIGHWAY.COM replaces and watch your sales soar.telephone-based scheduling with The next day if the customer still hasn’tinternet technology that enhances That is what this article is all about: 80 percent contacted me I call them again and leavethe effectiveness and customer in three days. Eighty percent represents your another message: “Hello this is (name) withsatisfaction of your dealership. contact rate. Increase your contact rate, and (place of business). I am calling about yourBy scheduling appointments the rest of your numbers will follow. Assume request for information on the (car). I justdirectly through your web site, you set appointments with 50 percent of the need to confirm your e-mail address so I canyour customers make confirmed people you talk with and 50 percent of them get this information to you. Again, my nameappointments instantly without call- show with 50 percent buying. Now let’s say is (name) and my number is (number). I can’tbacks. TimeHighway.com puts your you have a 50 percent contact rate and you wait to hear from you!”service department’s schedule on receive 200 leads a month. That would beyour web site, making it possible to 25 sales a month. Now let’s assume your Call the customer again in three to four hoursschedule appointments 24 hours a contact rate was 80 percent and the rest of but don’t leave a message. Follow up withday, 7 days a week, from anywhere. your numbers stay the same. That would be another call after 6 p.m., and again, don’t 40 units a month. A simple increase in 30 leave a message. On the third day, send • Your 24/7 Revenue percent on the same number of leads would another video e-mail saying that you have increase your sales by 15 units a month. the vehicle he or she is looking for and give Building Tool the pricing on the vehicle requested. Follow• Efficient and Simple to Use Since contact rate is so important, how do up with a phone call in about an hour or so to • Automatic Confirmation, you reach the 80 percent mark? It’s really see if the customer received the e-mail. Leave Courtesy Reminder, quite simple: All you have to do is work a message that says, “Hello, (name). This is every customer, even the ones you feel aren’t (name) with (place of business), I was calling Completion and CSI Emails worth the effort. I call the customer within to let you know that I e-mailed you your five minutes of receiving the lead. I let the request on the (car). It is aggressively priced customer know that the call isn’t a sales call to earn your business, call me at (number) For More Information Contact by telling them so. This relaxes the customer, to take advantage of our desire to have you Karen Dillon at 239.438.5359 or and then I confirm their vehicle of interest as a customer.” Then call the customer again kdillon@TimeHighway.com and e-mail address. About 20 percent of the after 6 p.m. time you will land an appointment just from this call. If the customer doesn’t answer the phone, leave this message “Hello this is (name). I’m at work right now, give me a call at (number).” I have found this message to be very successful in getting a call back. 5633 Strand Blvd, Suite 302 David Johnson is the Internet Sales Manager at Orville Beckford Ford Mercury Naples, FL 239.438.5359 If I speak with the customer or not, I send in Milton, Fla. He can be contacted at www.TimeHighway.com the customer an e-mail. With spam running 866.347.2379, or by e-mail at rampant and other dealerships trying to close djohnson@autosuccessonline.com.12 www.autosuccessonline.com
    • sts fos ls ms sf fis TomGegax leadership solution Turn the Annual Review Into Something Useful One day two decades objectives assigned during the year. This offs. “Maybe you ticked somebody off and it ago, I sat at my desk, was largely an overview because I’d been was payback time,” he said. “Welcome to the flipping through an monitoring his progress during our weekly world of management.” employee’s annual one-on-one sessions. review and growing After wrapping up the NTIs, I’d recap and more frustrated by the 2. Assess strengths and developmental affirm what he’d been doing well: “Overall,minute. I remember thinking, “Man, what a needs. Joe, you’re doing a super job. You’ve gotwaste of time. There’s gotta be a better way First, I’d ask the employee to read me the a great outlook, a superior work ethic andto do this.” positive attributes he listed in his self- you interact well with others. I’m impressed appraisal. I’d endorse his assessment, then with your determination to get on top of theW. Edwards Deming, the father of Total share his subordinates’ laudatory observations: challenges we discussed, like keeping yourQuality Management, said the standard “OK, Joe, here’s what your team members temper in check, clamping down on payrollreview “nourishes short-term performance, had to say. Four of them said you’re really expenses and getting more disciplined.”annihilates long-term planning, builds fear, caring; three of them say you’re runningdemolishes teamwork, nourishes rivalry and tighter, more effective meetings.” Next came 3. Look to the future.leaves people bitter.” No wonder so many favorable feedback from his peers: “Wow, I’d ask him to read me the career goalsleaders are contemptuous of it. Sitting at a couple of your peers also noticed you’ve — both two and five years out — listed onmy desk, I thought, “These multiple-choice been more empathetic. You must be putting his self-appraisal. If his abilities matchedquestions are pointless. What should I be extra effort into that. Way to go.” Then it was his ambitions, I’d help him determine thediscovering about employees at review time?” my turn. I’d affirm everyone else’s positive action steps necessary for him to go fromFour themes came to mind. remarks and compliment him on anything daydreaming to day-doing. If he wanted to else I noticed over the past year. (Although nab a promotion, I’d suggest a seminar or 1. What’s he done in the past year versus I have a pretty good memory, I’d also rely on mentor, which he’d duly record on his Goals what he said he would do? the reminder notes I dropped in his employee Activity Report. I’d conclude the Roundtable 2. What’s he doing well that I can file throughout the year.) Review by congratulating him and thanking reinforce and affirm? him for his efforts. 3. What could he do better, and how can Then it was time to move on to NTIs (needs- we help him? to-improve areas). I’d say, “Now, let’s review Brad Burley credits the Roundtable Review 4. Where does he want his career to go, everyone’s tips, including your own, on how for his promotions. “I was very comfortable and how can we help him? you can become even better.” As he read expressing to my supervisor what my aloud his own suggestions, I’d acknowledge career goals were,” Brad said. “Out ofI figured the best snapshot would require each one with a head nod or brief comment. those discussions, I went from being a storeobservations and suggestions from four After reviewing what his subordinates and manager to being a wholesale sales managerperspectives — the employee’s, his peers had written, I’d share my critique. to being a regional manager. That kind ofsubordinates’ (if applicable), his peers’ and We’d then dive into the details and develop upward mobility was built into the culture.”mine. So I sketched out a Teammate Review action plans to fix what we agreed neededForm. The employee being reviewed would fixing. If he had a temper, he might enroll in The Roundtable Review is a potentfill out a form himself and ask five to six an anger-management class. If he regularly developmental tool. So I was upset when asubordinates and the same number of peers exceeded payroll projections, I’d get the CFO sales associate at our Milwaukee store told(all of whom I’d select) to do the same. (The to mentor him. For broader NTIs (“Always me he hadn’t had a review in two years. Iemployee’s version also asks him to list his running late”), we’d add to his Goals Activity apologized and told the store manager andcareer goals.) The anonymous forms would Report his desire to be five minutes early to regional manager who were there with me tothen be submitted to HR, which would merge/ appointments; that way I’d be able to monitor make sure his review was completed beforepurge the responses and compile separate his progress during our weekly one-on-ones. the week was out. At the next executive-results for peers and subordinates. That brand One more check-and-balance mechanism: I’d committee meeting, I brought up the incidentof raw feedback packs a powerful punch. note the goal in the section of the performance and said lapses like that were inexcusable. IPeople respect the boss’ comments, but review called “Bring Up at Next Annual asked for a monthly listing of every employeenothing sinks in like a written self-appraisal Review.” (I always studied an employee’s whose Roundtable Review was 30 days pastand the straight scoop from colleagues. previous annual reviews in preparation for the due. The company-wide memo that went upcoming one.) out the next day said managers violating ourArmed with this no-holds-barred input, I’d review policy could expect to answer notthen sit down with the employee, his Goals The best employees were realistic about the only to their boss, but also in person to theActivity Report, and his individual operating review and used it to their advantage. “All that executive committee. End of problem.plan (an annual list of goals derived from the honest feedback taught me a lot about myself,”company’s strategic plan). His triple-decker said Hank, a key executive. “But if I had 10 orreview looked like this: 12 things that needed improving, I was never Tom Gegax served as the chairman and crazy enough to think I could fix all of them. CEO of Tires Plus and is the founder of1. Review results. I’d pick out the top five and work on those Gegax Management Systems. He can beWe’d briefly check the status of his operating- for the year.” Hank paid particular attention to contacted at 800.723.2601, or by e-mail atplan goals and any other high-priority the multiple complaints and ignored the one- tgegax@autosuccessonline.com. 14 www.autosuccessonline.com
    • sts fos ls ms sf fis special feature Mr. John T. Brasington, 70 Plus Years in the Automotive Industry Dear Mr. Luck, I am writing to you in regards to our anniversary as a GM dealer for over 70 years. My grandfather, Mr. John T. Brasington known to his friends as Johnnie, is probably one of the rare and few who have remained as a dealer over the 70 years+. I know quite a few dealerships have hit the 100 year mark but it is to my understanding that others have taken over the dealer position during those 100 years. He is at work everyday even at the age of 94 and sharp as ever. He has customers who are now on the third and possibly, fourth generation buying cars from him. He always is there to welcome them with a warm greeting and always remembers how important they are to his success. He has been through the depression with his business, the wars and the many changes of GM over the decades. He has great stories about many milestones. We even have a picture of him in a University of Florida Parade driving the Vice President of the United States- Alben Barkley (under Harry Truman), Senator Claude Pepper, J. Hillis Miller-President of the University of Florida, and Florida’s Governor Fuller Warren. So we put together a huge event to help celebrate this great achievement. GM was on hand to help honor him for his dedication and service. The event was held the weekend of March 25th. We had antique cars representing each decade he has been in business along with a few other fun things. In the evening, we held a red carpet event for charity which included light bites and a musical performance by Ted Keegan who played the Phantom on Broadway in the Phantom of the Opera. He was accompanied by renowned pianist Phil Hall. Nancy Crapps John T. Brasington’s granddaughter Brasington Cadillac and Saab 16 www.autosuccessonline.com
    • John T. BrasingtonGM honored John T. Brasington and said he was the longest tenure dealer in GM History. At 94 and starting with them at 23 he hasbeen in the automotive industry since 1929 though, but with GM since 1935.In the early days, cars would arrive on the trains partially assembled to be fully assembled at the rail yards. John T. Brasington remembersgoing to meet the train in Gainesville on Main Street with another mechanic and building the cars to drive to his dealership.The first car he sold was a used Chevrolet. The purchase price: A Pig. After all, it was the time of the great depression. He also soldPlymouths, Willy’s and Desotas.Top left corner: John T. Brasington; Top right corner is John T. Brasington, David Borchelt - Regional General Manager of VSSM’s Southeast region, and John Orth - Area RegionalDivisional Marketing Manager, Cadillac, Hummer and Saab. Bottom top left - John T. Brasington, Kevin Griffis - GMAC SPB Manager, and Barbara Brasington-Crapps; Bottom lower right- Great grandchildren Grace Crapps and Porter Crapps. Photography by - Mario Perez of Mario’s Photography in Gainesville, Florida.may 2006 17
    • sts fos ls ms sf fis MichaelYork sales and training solution The Greatest Sales Training Tip ... In Life Well, it’s all come down I need to sell?), and, in general, peruse these little nugget is why you read all the power- to this. Again this month pages until you have gleaned all the selling packed publications piled high on your desk. you’ve rushed to the lessons you possibly can. Ready? Get a life. mail box to grab your copy of AutoSuccess And then you see it: “The Greatest Sales That’s it. The greatest sales training tip in life?GON! Magazine so you can Training Tip ... In Life”. (I could be a little It’s just that: life. Life is bigger than work, justlearn to open doors, close sales, deliver value, more humble with the title, but just play along in case no one’s told you lately. While you andimprove your math skills (now how many do for now.) Get a pen and paper because this your cubicle-mate are wondering who might be the next one to go if we don’t make enough sales, how’s life? How’s life for you and those who care (I mean really care) about you? VO “BEST D TED Note to self: Life is bigger than work. irect M #1 fo Is that how you’re living it? Whether you’re ail Adve r both the an owner, manager, selling professional or (2 years rtising “BEST S r Compan pecial F unning) and y” another member of the team, give me a minute ina to make my case. by deale nce Lead Prov ame rs Like ider” you! The Evidence Some of the best advice I was ever given was some of the simplest. While that “apple a day” thing was really good stuff, I have to say the best business advice I was ever given as a young sales man was, “Work harder on you than you do on your job.” Jobs come and go. You’re pretty much stuck with you from now on (Your spouse is in the same boat) so why not make it the best you that you can? Put THE GA When you work hard on you, your attitude, ME back in your improvement and your desire to perform at a high level, you’ll do any job better because to you you are better. Increasingly, you’ll be seen r mark as better and afforded bigger opportunities. eting! Your real job security is in you, the skills, accomplishments, good health, smile, etc. Strategic Marketing Combines the best of BOTH Mail and Internet Leads that delivers LONG TERM HOME RUN I’ll never forget seeing an e-mail from a sales results every month. We help you find quality customers that are interested in training company that said, “Well, it’s the end purchasing and we give you the tools to follow-up and close the deal. Combining our of the first quarter and if life has gotten in the industry best CLLVPSM direct mail leads and iSMI internet leads, WE WILL HELP YOU way of your goals …”. DOMINATE YOUR MARKET. When I read that line it stopped me cold. “If 257 Call us now to start life has gotten in the way”? 93-5 increasing your Stuff gets in the way. Life is what allows us profits! 00-6 to still be here to deal with all the stuff. Don’t short-change your life and the things that add 8 SPECIAL: DIRECT MAIL AND INTERNET LEADS PACKAGE! Sign up and receive a value to it. Your number-one goal should be about life, not about work. When you fill up your life, you make your set of Titleist Irons* work richer! The sun shines brighter, the air ( A $750 value) smells sweeter, you step lively across the sales floor whistling all the while, as your selling cohorts look on in stunned silence pausing www.strategicmarketing.com momentarily from their mental rendition of, info@strategicmarketing.com “Nobody Knows the Trouble I’ve Seen.” i • INTERNET LEADS • LEAD MANAGEMENT SYSTEM DIRECT MAIL k i OK, I’m fast approaching the edge here. But *Valid with completion of a 3-month commitment of both CLLVP and Internet leads. I cannot tell you how frustrated I get listening continued on page 46 18 www.autosuccessonline.com
    • sts fos ls ms sf fis JesseBiter leadership solution Time to Tastefully Redecorate Your Office I’d like to start this have your Bible safely tucked away in your outlines workplace laws under Title VII of month’s article by top drawer, just waiting for some assurance the Civil Rights Act of 1964. Of course, thanking the many that it’s OK to move it to your desktop. there are the obvious restrictions in regards AutoSuccess readers Given the persistent legal onslaught that to hiring, firing or promoting an employee. If who have taken the Christianity faces on a near daily basis, it’s you employ more than 15 people or operate time to send me easy to see why Christians would be cautious in a state that has stricter standards thanthoughtful and inspiring messages over about wearing their faith on their sleeves. the Federal law, no employment decisionthe past two months. Your kind words of can be based on the employee’s viewsencouragement mean a lot to me, and I feel Whenever people learn that I have given my on faith or his or her receptiveness to theblessed to have the opportunity to share my company to Christ, the first thing they ask company ministry. Using Christ’s nameexperiences with you each month. There is me is if it is legal. When I proceed to explain in the company mission statement simplyrevitalization in the workplace, and it’s great to them that the laws actually protect my does not give Christian employers the legalto see that the automotive industry is taking company ministry, I get the same response right to discriminate against non-Christians.part. My hope is that others will realize that every time: “Really?” Americans have Allowing your company ministry to createusing the Bible as your operating handbook been conditioned to believe there is some a hostile working environment is not onlyis not only a rewarding personal choice, but a sort of a politically correct brick wall that illegal, it’s not Christian.wholly gratifying business decision. Christians need to construct to conceal their faith between 9 a.m. and 5 p.m. The risk “Don’t have anything to do with foolish andI know there are many Christian business of offending a fraction of our population is stupid arguments, because you know theyleaders and employees out there who are somehow worth diminishing the rights of the produce quarrels. And the Lord’s servantwary of the legal issues that can arise when overwhelming majority. Well, I’m here to must not quarrel; instead, he must be kindfaith enters a public setting, particularly when say that simply is not true and, believe it or to everyone, able to teach, not resentful.”it’s your own place of employment. You may not, the law is actually on your side. Timothy 2:23-24 “. . . let us consider how we may spur one The good news is that it’s easy to both serve another on toward love and good deeds. Let Christ and stay well within the boundaries of us not give up meeting together . . . let us the law. In fact, if we follow what Jesus taught, encourage one another. . . .” we should never find ourselves outside of the Hebrews 10:24-25 law anyway. You are free to pray at work, hold group Bible studies and openly discuss Not only is the law on your side but there religious topics with receptive co-workers. are finally organizations that are committed Just remember that as an employer, you need to preserving and protecting the religious to permit employees of other faiths to do the freedoms of Christians across this country. same. You also need to respectfully exclude One of the most prominent and successful of employees who have opted to not participate these organizations is the Alliance Defense in ministry activities. By respecting those Fund (www.alliancedefensefund.org). Since we work with and putting their best interests its inception in 1994, the ADF has helped ahead of your own, Christians can always level the playing field for Christians facing avoid legal conflict. legal opposition from well-funded secular organizations such as the ACLU. The ADF’s Remember, Jesus taught us to let his light efforts have helped its allies win three out of shine through. Your job is not to convert four cases litigated to conclusion, including people, so don’t try. You can share the more than 25 victories before the Supreme good news just by letting others know that Court. Other organizations providing legal you stand for Christ. It’s time to tastefully support for Christians include the Christian redecorate your office. You can start by Law Association (www.christianlaw.org), placing your Bible on your desktop and The Rutherford Institute (www.rutherford. praying the Lord sends inquisitive people org) and the Christian Legal Society (www. your way. clsnet.org). Just because you may have the law on your side, doesn’t mean you have free reign. Jesse Biter is the president and CEO of HomeNet Inc. He can be contacted at The U.S. Equal Employment Opportunity 866.239.4049 or by e-mail at Commission (www.eeoc.gov) clearly jbiter@autosuccessonline.com. 20 www.autosuccessonline.com
    • sts fos ls ms sf fis DavidJacobson sales and training solution The 7 Commandments of Selling, Part 1 If you are actively If you asked the customer how much he makes sense. It is quite simple, yet rarely used selling vehicles or she wants to spend, what are the likely correctly. today, you should be responses? First, did you earn the right to ask aware of the Seven that question? Is the customer in a comfort Once you have mastered the implementation, Commandments that zone? If not, anticipate engagement of the you are then perceived as a consultant and dictate the successful force field. friend — not a sales person.conclusion of this activity, notably: Finding out how much a customer can or Do you think it’s important to find out about 1. Land on exact product wants to spend can be challenging. On the the customer’s budget? You bet. It’s more 2. Empathy surface, this seems like a fair question. important than perhaps you ever imagined. 3. Make a friend before you insult However, the customer may feel your Keep in mind, too, it’s not what you ask, but 4. Stay high and make it look difficult intentions are not on the up and up. He or she how you ask it that matters. 5. Feature, function and value may feel this information can be used against 6. Sincerity them. Remember, to a certain degree, you are What other information could you use up 7. Control perceived as the enemy. front that would help benefit you and your customer during the sale? Try this one.These are the tools you need to sell — all So what can you do?seven of them. Each is as important as the “The difference between pressure andnext. persistence is technique.” Using the correct language may help to communicate your true intentions to the “The difference between pushiness andIn the course of the next several columns, customer, always bearing in mind the mostwe will treat each commandment and go into aggressiveness is technique.” important question a customer asks themselvesmore specific detail. throughout the sales process, “What’s in it for In short order, you will be quite surprised byIt’s quite easy to confuse a customer, and me?” What’s in it for the customer to tell you how easy it is to find out important informationwhen you do, it not only engages their force how much they want to spend? If they feel it from customers — information most salesfield, but assures you a “let us think about it” is in their best interest to share this with you, people would never dream of asking.response. they will. It’s really about getting inside the customer’sYes, there are many sales people out there For example: force field without being pushy, assertive orwith the gift of gab and a winning personality. “Mr. Smith, give me an idea roughly what trying too hard. That’s really how you earn theBut what separates them from the real pros is you’re comfortable with as far as a monthly business.their lack of ability to control the sale and set payment. Not a commitment, just an idea, so Ia goal for themselves and the customer. can point us in the right direction.” What else do we need to do to help land the customer on a specific product? Open-endedConsider that selling is a series of triumphs If the customer says they don’t know or haven’t questions, for one — what they like or dislikethat eventually lead up to the sale. Once you’ve given it the proper thought, then you must go about their vehicle. This will enable you to getestablished rapport, you must not only find further to show them what’s in it for them, if to the “warm and fuzzy” zone of trust.out the product your customer is interested in they provide you with this information.but also the product they can afford. It takes For example, perhaps the customer recentlypatience because you need to learn the needs “Mr. Smith, the reason I ask you is so that I married and must leave his sports car legacyand wants of the customer, as well as their don’t show you a car you will fall in love with behind, yet is reluctant to do so. Perhaps thebudgetary constraints, time frame, etc. that doesn’t fall in your comfortable range or customer has a credit problem and the last so I don’t overlook something that may work dealer was unable to get them approved onIf you start negotiating on a fictitious product, perfectly.” the type of car they wanted. Now, they areyou lose. Whether a vehicle is in-stock or not, apprehensive about telling you what theyyou must find the exact model, options and What’s in it for them to answer you? want. Pressure tactics are the biggest reason ofcolor the customer desires before moving all. Once a customer lands on a car, they knowforward to negotiating price. First, you are removing the pressure by using the painful road of negotiation will begin. the work “roughly” and not pressuring them for a commitment price. This is precisely why you need to makeHow do you accomplish this? them feel comfortable enough to share this Second, by sharing this information and information. And, by acknowledging that thisMost sales people are either too direct or occurs is the first step to overcome it. Youtoo vague when it comes to asking about the telling you the truth, they will see the cars that fit their budget and not waste their time must not accept that all these people are “justcustomer’s budget. You likely have already looking.”learned about the product they now use, and on vehicles they cannot or choose not tohopefully have built a relationship. But that afford. Moreover, customers don’t want torelationship can just as easily turn on you. lose out on the perfect car by not sharing this David Jacobson is the founder andTherefore, you need to keep in mind that the information. president of GrooveCar Inc. He can becustomer is always thinking, “What’s in it contacted at 866.663.9038, or by e-mailfor me?” This strategy works wonders because it at djacobson@autosuccessonline.com. 22 www.autosuccessonline.com
    • Ever wonder where your customers go when it’s time for another new vehicle?There’s no business like repeat business. When you put your customers in a Chrysler Financial lease or contract, you’ll gettheir business again. Because everything we do is aimed at delivering the customer back to you. From customer retention andloyalty programs to capital loans and training, our people, products and services are solely dedicated to helping you sell and financemore vehicles. We’re completely invested in your long-term success. At Chrysler Financial, our customers are your customers. Chrysler Financial is a business unit of DaimlerChrysler Financial Services.
    • sts fos ls ms sf fis EdHuzyak special feature BMW MetroSTEP Program and Hispanics Automotive Technicians Ricardo Salcido, the trade organization Automotive Retailing program is an excellent stepping stone for a third-generation Today reveals a shortage of more than 5,000 getting the knowledge needed to pursue a Mexican-American, automotive service professionals in the successful career.” comes from a family Pacific region alone. of mechanics but BMW’s training includes intensive never really thought “Many people don’t realize that careers instruction that alternates between classroomabout working on cars. Living in Riverdale, in the automotive industry can be very sessions and dealer in-service at two-weekCalif., he attended Riverside Community rewarding. BMW STEP graduates with some intervals. Salcido gets his hands-on trainingCollege and was well on his way to a degree experience can make $55,000, and with at Riverside BMW in Los Angeles. Studentsin computer programming when a part-time further accreditation, they can earn up to six are tested in Spanish to break downjob washing cars to make ends meet changed figures in major markets,” BMW Regional the language barrier and allow them tohis life and introduced him to the world of Aftersales Manager Ed Huzyak says. “The demonstrate the skills they have acquiredBMWs. He hasn’t looked back. training that we offer in the MetroSTEP in their language of comfort. Students learn what would be considered basics like oil changes and tire rotations as well as the more technical aspects of diagnosing a car. Comparing notes with his brothers is an eye- opening experience for Ricardo because he can see how far he has come. “Things are 100 percent more advanced than when my brothers were technicians. Now, when I tell them about what I do, it blows their minds. They can’t even begin to grasp the theory.” Ricardo plans to hold tight to the opportunity he has to become a BMW master technician by participating in the MetroSTEP program. “This has changed my life a lot. I see it as a career, an opportunity with a secure company, good name … now I know why.” Ricardo Salcido, from Riverside BMW, is holding the exhaust from the new BMW M5 V10. The car’s engine is in Ed Huzyak is the regional aftersales front of the car. manager at BMW. For more information, please visit www.bmwstep.com.Finally realizing that he had two passions,Salcido found the best way to combine them— the technological advances of the BMWauto also satisfied his need for programmingand fixing computers. He is one of 13 aspiringBMW automotive service technicians ofHispanic decent in Southern California whoare participating in the new MetroSTEPprogram, a 20-week technician trainingprogram developed by BMW, workingclosely with the U.S. Hispanic Chamber ofCommerce Foundation. A similar initiativeis taking place in South Florida.The goal of the program is to open up careeropportunities in the auto industry for areaLatinos, addressing the industry shortage ofskilled automotive technicians.According to the U.S. Department of LaborBureau of Labor Statistics, about 35,000 Gerardo Corona, Shelly BMW in Orange County (left), Ricardo Salcido, from Riverside BMW (Center), and Gumecindonew technicians will be needed nationwide Ledesma, Brecht BMW in San Diego (right) are removing the air cleaner assembly from the V10 M5 engine.each year through 2010. A new survey by 24 www.autosuccessonline.com
    • fs feature solution An Interview by - BrianAnkney Dealix: Mining the Best Interview with Vice PresidentsTim Weaver and Patrick Stanton of Dealix Bay Area (Bizjournals line of publications.) automotive channels. That paved the way forCorporation, a division of The Cobalt AutoSuccess sat down with Tim and Patrick famous offline brands to develop an onlineGroup, are veterans in the online automotive to talk about the evolution of online auto presence, Edmunds, KBB, AutoTrader, etc.industry. Having been with Internet sales lead retailing and what it means for dealers.provider since its start-up days, the two vice Tim: There are many more automotive sitespresidents have seen the online automotive AutoSuccess: Thanks for taking the time today than there were seven years ago – it’smarketplace evolve from the dot-com days to speak with us, Patrick and Tim. You’re a whole ecosystem of auto sites. At Dealix,of banner ads and vying for “eye balls” to both self-professed car buffs and veterans we initially partnered with sites wherea sophisticated customer acquisition channel of online auto retailing. Tell us a little about consumers were at the bottom of the funnel,that no dealer can afford to ignore. your backgrounds. that is – very ready to talk to a dealer and buy. Sites like CarbuyingTips.com andThe two have been pivotal players (along Patrick: Well, it’s true. I was one of those BuyingAdvice.com. As we perfectedwith vice presidents Dean Evans and Steve kids who would nag my Mom to take me our lead scrubbing and quality controlPace, interviewed in our October 2005 to 7-11 so I could get the latest AutoTrader, techniques, we realized that there were asissue) in making Dealix the No. 1 Internet Road and Track, and Car and Driver, and many kinds of auto sites as there were kindssales lead aggregator — a company that has I would spend hour upon hour reading car of car buyers, and many could generateconsistently won awards for its lead quality reviews. So, it was a natural progression to quality leads for dealers. Everything fromand service, and was also just named One of work for Autoweb and then Dealix as an portals with auto channels, like Yahoo, tothe Best Places to Work in the San Francisco adult. The convergence of cars, technology enthusiast sites, like VWvortex.com, to and the Internet was impossible to pass up. famous automotive brands, like Edmunds. So, there are many more automotiveTim Weaver, Vice President of Dealix Tim: Before Dealix, I spent five years driving destination sites today, and many have the the development and adoption of multiplayer capacity to generate sales leads for dealers, gaming on the Internet. With the success of but they need to be screened rigorously. Internet gaming in hand, I wanted to focus on utilizing the Internet in another industry. Patrick: As the number of auto sites has This was at a time when matchmaking as grown, so has Dealix’s business development a concept, with sites like Match.com, was team. We now have what Dealix co-founder gaining lots of momentum. Internet leads Jon Christensen calls the “bull pen” of (matching new car buyers with dealerships) business development folks. It’s a team of was using this same successful matchmaking people who do deals with the hundreds of concept; but, was really in its infancy. So, I sites out there. Forging and maintaining joined Dealix in 2001 and have been focused relationships with lead acquisition sites on the lead generation side of our business. takes a certain amount of finessing and attention. Each site occupies its own niche AS: What was happening with online auto and operates in a slightly different way. retailing back in 1996 to ’98 versus what’s How the price quote engines work, how happening today? their forms work, how and what information is collected from consumers — it’s not a Patrick: That’s a big question. Early on, one-size-fits-all program. Our bull pen of Autoweb would place banner ads on the big business development people comprises portals — AOL, Yahoo. It was about getting different skill sets and personalities to “eye balls.” Eventually, the big players handle the intricacies of managing hundreds realized what an important sector automotive of partner relationships. is on the Web — both for consumers and dealers, who were spending a fortune on Tim: As an aggregator, we want to partner traditional advertising. So they built out their with any Web site whose visitors might be 26 www.autosuccessonline.com
    • Quality Leads on the WebTim Weaver and Patrick Stanton new car buyers. Sometimes it’s obvious AS: Recently you started selling search with a site like carinfo.com; but, other times engine marketing services to dealers. What you want to find out if a site such as Forbes. led to this decision, and doesn’t it cut into com has visitors who might be in the market your leads business? for a new car. Likewise, there are various marketing methods such as e-mail marketing Tim: We were already familiar with search that can be used to find these buyers. You engine optimization and marketing with need to find the right marketing messages to our own site, InvoiceDealers.com, and also attract the buyers and avoid the tire kickers. through our Lead Acquisition Partner sites. We’ve been actively marketing our sites on We’ve proven by now that the aggregator search engines since about 2001, back when concept works for getting quality leads the keyword “new car” cost about $0.05 per for dealers. You just need to manage the click, now the highest bid is $2.73 per click. relationships with the lead partners and the quality of the product you send to dealers. Originally, we managed our search engine I mean, you need to weed out those sites marketing campaigns manually. As you can that offer a free toaster for a price quote. imagine, that became very resource intensive Managing lead quality is a daily process that very quickly. So, we developed tools to requires good biz dev skills, great technology, automate the process. Meanwhile, Cobalt and a great quality team. Sometimes we have was also deploying search engine marketing to coach our partner sites in order to get strategies for its dealer Web sites. The two better lead quality, and if they don’t meet our companies had very complementary skill standards, we end the relationship. sets when we merged in ’04. That expertise naturally bridged to offering a definitive Patrick: We have a quality team, regular search marketing product for dealers. Patrick Stanton, Vice President of Dealix quality meetings, and great technology that is checking quality at every stage. We monitor Patrick: Dealers needed to market their everything, rather obsessively — lead delivery Web sites better on the search engines, and site. But they will feel comfortable doing so metrics, data therein, close rates, consumer they were asking us for help in this area. at an Edmunds or a WomanMotorist.com. surveys, lead pricing, etc. Dealix has always Optimizing a Web site for search engines and Or, there may be luxury vehicle shoppers been a very metrics-driven organization. We managing a paid search advertising program who are shopping multiple brands and like joke that we track and graph the vending is complex and time consuming, especially ForbesAutos.com. We want to help dealers machine usage in our break room. Producing if you want to do it very well. These guys get all the buyers they can, and this comes high-quality leads, like Tim says, requires a need to sell cars. We knew we had to be the from casting a wide net. combination of great technology, a dedicated experts in this area. customer service team, smart and proactive business development folks, partnering with Tim: As far as our search product cannibalizing the best auto sites, and having processes our leads product, we think there is room for in place to monitor and adjust in order to both because dealers need to market their maintain quality. Even if it means we have own Web sites on the search engines and they to produce lower lead volumes to maintain need to get new car leads that are coming Tim Weaver and Patrick Stanton are the vice presidents of Dealix. Tim can be high close ratios. And, of course, we rely on from destination/comparison sites such as contacted at 866.347.6019 ext. 5570, or by feedback from our regional sales managers InvoiceDealers.com, Edmunds, AutoTrader, e-mail at tweaver@autosuccessonline.com. and our dealers. Dealers are on the front line Yahoo, AOL, and MSN. Patrick can be contacted at 866.347.6022 ext. 5552, or by e-mail at interacting with these consumers, so we rely pstanton@autosuccessonline.com. For on their feedback and take action on what they There will always be those consumers who more information on Dealix, visit say in order to generate a better product. are afraid to submit a lead directly at a dealer’s www.dealix.com. feature solution 27
    • sts fos ls ms sf fis CharlesArrambide leadership solution Safeguarding Customers’ Information and Privacy A Refresher on Safeguards Rule Requirements Your dealership Should any nonpublic personal information Federal Trade Commission published the maintains vast about your customers get in the wrong hands, Safeguards Rule in May 2002, requiring amounts of customer it could cause trouble for your customers and dealers and other financial institutions to information, and it your business. have measures in place to ensure the security is probably stored in of customer information. You were requiredelectronic databases or file cabinets. Some The Gramm-Leach-Bliley Act was signed to be in compliance with the rule no latercustomer files may be sitting on desks. into law on Nov. 12, 1999. As a result, the than May 23, 2003. The question now is, are you still in compliance? The following is an overview of what constitutes compliance with the Safeguards Rule. (For detailed information, visit the Federal Trade Commission at www.ftc.gov.) Information security plan The Safeguards Rule requires a written information security plan describing your dealership’s program to protect customer information. That plan should contain comprehensive administrative, technical and physical safeguards. Here are the plan’s five key areas and what you need to do to be in compliance with each. 1. Designate a program coordinator Designate one or more employees to coordinate the safeguards. Your program coordinator must: • Be able to delegate or outsource any function except overall responsibility for compliance; • Have the ability and authority to perform responsibilities under the program. 2. Conduct a risk assessment Identify reasonable internal and external risks to the security, confidentiality and integrity of customer information. You are responsible for any instances of unauthorized disclosure, misuse, alteration, destruction or other compromise of customer information. • Determine how your information can be accessed — both electronically and physically. • Assess the risk in each relevant area of your operation. At a minimum, these areas include: 1. Employee training and management; 2. Information systems (These include network and software design, and information processing, storage, 28 www.autosuccessonline.com
    • continued transmission, retrieval and disposal.); impact your information security 3. System failures management program. (Effective security management includes prevention, detection and What is reasonable? response to attacks, intrusions or other The rule requires reasonable safeguards to system failures.); protect the integrity of customer information. • Assess the sufficiency of any safeguards What is reasonable for one dealership may in place to control those risks. not be for another. For example, a used- car dealer operating in a mobile home mayReports of identity theft and credit card fraud consider locking the door to be a reasonableappear daily in the media. Thieves have safeguard. That wouldn’t suffice for a multi-obtained information from dealerships. Inone theft ring, individuals claiming to be with location dealership. Are Your Servicea janitorial service entered dealerships after Sometimes dealers ask about protecting Department Revenues Flathours. They asked dealership employees to service folders in the fixed operations area.let them in the business office, stating they Again, consider what is reasonable for or Positioned forwere new to the service and didn’t have your facility. For one dealership it may bea key. The dealership employees obliged. reasonable to paint a red line around the fileOnce in the office, they tossed customer filesinto garbage cans, which they wheeled out of area and post a sign prohibiting unauthorized personnel from passing the line. Other Growth?the dealership. dealerships may require locked file cabinets With DealerLOGIX ServiceOPS to store service files. service departments are:In another case, perpetrators entered adealership during business hours pretending Make the commitment for your customers Growing hours per RO and partsto be dealership employees or customers This is an overview of Safeguards Rule revenue using vehicle specificwho were browsing. They found what they requirements. Consult with legal counsel to Good, Better, Best Menuswere looking for — customer deal jackets. evaluate your information security program Protecting assets with full and ensure you are fully compliant with the disclosure3. Design and implement safeguards to Safeguards Rule. Performing consistent walk-control the risks aroundsRegularly audit these safeguards to ensure Evaluate your program at least annually. It’stheir effectiveness. If a safeguard is not worth your time to make sure you remain Increasing CSIeffective, you are obligated to take corrective compliant. Your customers will appreciate Improving “Fix it right the first time”action. your efforts to protect and safeguard their by providing techs with consistent information. and clear issue information4. Oversee service providers* • Take reasonable steps to select and What’s ahead? retain service providers that are capable Part two in the series will focus on how to of maintaining appropriate safeguards comply with OFAC (the ‘bad guy’ list). for your customer information; and “Not only are we producing • Require service providers by contract This information is presented for risk more parts and to implement and maintain such management purposes only. It is not to be service revenue safeguards. construed as legal advice or legal opinions. per RO, but our CSI has Consult your legal counsel for assistance increased too!”*The Safeguards Rule defines a service with Safeguards Rule compliance. Universal Pat Cox, Hajekprovider as “any person or entity that Underwriters Insurance Company, its Chevroletreceives, maintains, processes or otherwise affiliates, agents and employees assume nois permitted access to customer information responsibility or liability for making this Call Now or Go Onlinethrough its provision of services directly to a information available. to Schedule Your Freefinancial institution.” Demonstration Today!5. Periodically evaluate and adjust yourprogram in light of: • Safeguard testing and monitoring results; Charles F. Arrambide is assistant vice 866.872.8150 ext. 72 • Any material changes to your operations president and associate risk officer for Universal Underwriters Insurance and business arrangements; www.dealerlogix.com Company. He can be contacted • Any other circumstances that you know, at 866.347.5019, or by e-mail at or have reason to know, may materially carrambide@autosuccessonline.com.may 2006 29
    • sts fos ls ms sf fis BrianEpro marketing solution Driving Multi-Channel Sales Success With E-Newsletters You’ve built a great schedule solid appointments, often within role in the vehicle purchase process, dealers Web site. You’re just a few hours. still do a lot of business over the phone. getting a steady flow E-newsletters can have a dramatic effect of leads from Internet Scott Haynes, Internet marketing manager on call-center activity by inciting readers aggregators. What else at Penske Indianapolis, can testify to the to call in response to specific promotions, can you do to drive effect of e-newsletters on lead generation. vehicle reviews or other content. In general,sales performance? The answer is simple: “Within the first hour of the newsletter going inbound call volume continues to climb oversend out an e-newsletter. out, I had 15 test drives,” Haynes said. “My the course of the month following an e- lead rate probably goes up 50 percent in the newsletter send, a measure that can be easilyEmerging as the third major tool for driving two to three days after (customers) read the tracked by using a dedicated 800 number ordealer sales, e-newsletters now join Web newsletter.” phone extension in your call center.sites and Internet aggregator leads as oneof the most effective ways to uncover hot Subscribers typically request test drives in Via a call tracking number provided at theprospects and ultimately bring ready-to-close response to e-newsletter content — often top of the e-mail, more than 90 customersbuyers into your dealership. E-newsletters vehicle reviews, customer testimonials or called Penske’s dealerships to schedule salesare particularly effective because they drive special promotions — that sparked their and service appointments or to ask questionssales activities through multiple channels — interest. They’d been thinking about buying in the first month. “I am still getting phonescheduled test drives, Web site, call center a vehicle and now they’ve read something calls from the e-newsletter that went outand service visits — helping you turn leads that convinces them to take the next step. three weeks ago,” Haynes said.into sales and sales into lifetime customers. As a result, dealers find prospects who respond to e-newsletter calls-to-action are Taking things one step further, premier e-Unlike traditional e-mail promotions, e- far more likely to actually show up for their newsletter services can provide real-timenewsletters engage customers and prospects appointments. And from an ROI perspective, analytics indicating which subscribersfor the long haul. Combining lifestyle if a dealer closes just 50 percent of e- read each article, what links they clickedcontent and professionally written industry newsletter test drive leads in a given month, and how long they spent reading. Thisarticles with a progressive call to action, e- the service will usually pay for itself. detailed information can help you identifynewsletters provide an easy way to stay in high-consideration leads — readers whotouch with prospective buyers and continually Since the Internet transformed the way have engaged in a significant way withexpose them to your brand. Results-driven people buy vehicles, most dealers have the newsletter content — and follow upe-newsletters grab subscribers’ attention, made significant investments in their Web with targeted promotions that match theirleverage pull-marketing techniques that sites to provide easy access to information, interests. For example, you could pinpointbring prospects to your virtual door and reinforce their brand and accelerate the all subscribers who read an article on theprovide valuable analytics that enable you sales cycle. E-newsletters provide a proven new SUV that just hit your lot and send themto focus your sales efforts on those who are way to drive traffic to your Web site, often an e-mail describing the special lease ratesgenuinely ready to buy. doubling traffic for the first week or two after you’re offering on that vehicle. each send. Links in e-newsletter promotionsIf you think an e-newsletter is too much of and vehicle reviews can bring subscribers When it comes to outselling andan undertaking, think again. A fully managed directly to your Web site inventory page, outmaneuvering competing dealerships, e-e-newsletter service will do all the work for drawing existing customers, be-back leads newsletters can give you the edge you’reyou — from writing and design to sends and and other prospects you might not otherwise looking for. You’ll build your brand throughreporting. All you do is supply the e-mail reach. Experience has shown that once a monthly communications and forge lastingaddresses. Best of all, e-newsletters boast low, subscriber clicks through to your inventory relationships that turn buyers into lifetimesingle-digit opt-out rates and high continuous page, he represents a solid opportunity customers. You’ll drive sales activity throughopen rates, often exceeding 20 percent, worthy of follow-up by your sales team. multiple established sales channels — testmaking them the ideal marketing platform. drives, Web site and call center — generating “At first I was skeptical,” said Matt better leads and focusing your sales effortsWhat makes e-newsletters such an effective Lamoureux, director of Internet Business for higher close rates. So if you want to takesales tool for dealers? Their impact is Development for Acton Toyota and sales to the next level, it’s time to add e-immediate and generally continues for Scion. “Then we sent our first e-newsletter newsletters to your Internet marketing mix.weeks after each send. “Schedule My Test and I was impressed to see our Web site trafficDrive” and other call-to-action buttons spike to 2.5 times its normal rate. Then, overgenerate sales activity almost immediately. the next month, the e-newsletter deliveredWhen the subscriber clicks the button, your even more tangible results as we receivede-newsletter service automatically sends an several qualified buy signals and test drive Brian Epro is the director of thee-mail to your ISM or BDC, and creates an requests. Today, I am a believer!” Automotive Services Group of IMN. Heopportunity in your CRM system. This way, can be contacted at 866.393.3919, or byyour sales team is able to follow up and Although the Internet plays an ever-increasing e-mail at bepro@autosuccessonline.com. 30 www.autosuccessonline.com
    • 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
    • sts fos ls ms sf fis JeffMorrill sales and training solution The First Step of Successful Negotiating Enter a negotiation the way back in from the last test drive, the handled the customer better. Presumably, only after gaining husband asked how much of a discount he their sales person actually asked for prospects’commitment could get. Jason assumed the couple would commitment instead of just assuming it. He to buy today at a price buy from us that day, so he entered into a or she asked the key question we didn’t: “If that fits his or her negotiation. we can fit this car into your budget, will you budget. write an order with us today?” Asking this After some back and forth, the couple finally question will often uncover the objectionAfter all, negotiation only resolves the agreed that $21,000 was a fair price, but they that a prospect might use to walk out afterprice. If the prospect won’t buy at any wanted to go home and think about it. They negotiating.price, negotiation only serves to give your left promising to call Jason the next day.prospect all the information needed to shop Thinking about it, in this case, meant driving There are only three possible answers: yes,your number and buy somewhere else. If to the next Subaru dealership to see if the price no or maybe. Here’s how to handle each:there are other objections — “I need to drive could be beat. Of course, it did. Our marketother cars,” “My wife needs to be involved,” is fiercely competitive. Even if you’re losing Yes: Make sure it’s real. “Mr. Customer,“I need to check with my accountant,” etc. money to sell the car, another store will lose just so there’s no confusion, when I say— then you should work with the prospect more just for spite. As promised, the couple ‘writing an order,’ I mean you’ll give meto resolve those issues before beginning did call the next day to haughtily tell us that a $1,000 deposit, complete a purchase andnegotiation. they had bought elsewhere for less. sale form, set a time for delivery or just take the car home today?” If you get a yes to thisThe following is a true story. One of our sales Joe Verde says that sales are usually lost over question, you can proceed with negotiation.people, let’s call him Jason, spent three hours a few words rather than few dollars. That’son a Saturday helping a local couple pick out what happened here. I’m sure we could have No: Investigate to discover the objection andjust the right car: a new Subaru Forester. On matched the other store’s price. They just see if you can overcome it. For example, your prospect might tell you she needs to compare prices before she decides to buy. You might ask, “It sounds like you might have a price or a range in mind. What is that, and if we could achieve it, could we save you the trouble of visiting all those other stores?” If not, assure her that you’ll get her a great deal once she decides that she’s ready, and “Our first don’t forget to set an appointment for her to come back. Don’t be tempted to quote a Loyalty Driver™ price and appraise a trade with a prospect in this mode. You know what she’s going to do e-newsletter generated with those numbers. 90 follow-up calls.” Maybe: This is a variation of the no response. See if you can discover and overcome the > Scott Haynes, Penske Chevrolet and Honda objection. “Mr. Customer, why are you IMN Loyalty Driver is a complete e-marketing service hesitating?” Or, “Why maybe and not yes?” that has been proven by nationally-recognized dealers to: If you can’t overcome the objection, set an appointment. • Capture and convert “be back” prospects into sales. As a sales person, you trade a discount or • Instantly connect sales staff with “ready-to- concession for the prospect’s commitment test-drive” prospects. to buy. If you negotiate without establishing any commitment, you’re giving prospects • Increase loyalty by maintaining regular contact everything they want and you get nothing with current customers. you want. So rehearse it until it’s automatic: Start your program today: contact our auto sales group “If we can fit this car into your budget, will at ASGSales@imninc.com or call 866.964.6397, ext. 214. you write an order with us today?” Jeff Morrill is co-owner of Planet Subaru in Hanover, Mass., and Planet Chrysler Jeep 866-964-6397 imnLoyaltyDriver.com in Franklin, Mass. He can be contacted at 866.872.8699, or by e-mail at jmorrill@autosuccessonline.com. 32 www.autosuccessonline.com
    • sts fos ls ms sf fis ChipPerry marketing solution To Price or Not To Price - No Longer a Question Online advertising about your financing options by including meets the needs of the good credit, bad credit or special financing growing, information- in your ad copy. Don’t be afraid to also list seeking, online car this prominently on your dealership’s Web shopper. Most dealers site. Listing special pricing may help attract a don’t question the larger customer base and increase responses.importance of being online, but to price or notto price — that still seems to be a question for Now that you’re pricing, you may still havemany dealers. questions about how to price competitively, accurately and consistently. When pricing newWhen in-market car shoppers search for vehicles, use the manufacturer’s suggestedvehicles, the main drivers of response are the retail price, provide information on anyway dealers present their inventories and the specials you offer and be ready to negotiateway they price their vehicles. Potential buyers like you always have. When pricing usedare looking for quality information about the vehicles, know that when consumers find thevehicle they want to buy and are screening vehicle they want, they will pay a premiumlistings for the best information. The more you for it. The average shopper may view theprovide, the more responses you’ll receive. detail page of 15 different vehicles, and often the vehicle that best meets their needs is notAdvertising Essentials is a free, interactive the one with the lowest price.and educational site for dealers designed tohelp create successful online ads to better Remember the old saying, “You nevermerchandise vehicles, increase responses and get a second chance to make a good firstultimately lead to sales. The site, available impression”? Well, it applies to pricing youronline at AdvertisingEssentials.AutoTrader. cars right the first time. If consumers seecom, teaches necessary skills through easy-to- that your dealership’s prices are too highuse and easy-to-navigate modules, and quizzes or too low, they will form an opinion ofto reinforce module information. In addition to your dealership based on this knowledge. "Processing vehicles to the Internet There are companies to help price your cars has never been easier. We takebeing viewed on the Internet, the modules can competitively. Search for similar cars in your multiple photos of each vehicle andalso be downloaded to mp3 players so dealers area and see what similar vehicles are selling save time with the VinStickers system.can listen and learn on the go. for. And whether it’s online or print advertising, The photo uploading is seamless,One of the key factors the online training listings should be priced consistently to avoid simple and cost effective. Our salesaddresses is pricing, since pricing is such an consumer confusion and frustration. Don’t data is accurate and powerful. Weimportant factor in online advertising success. make consumers have to guess or assume. A dont wait for someone once a week car shopper who visits a dealership expecting and the savings are enormous. WeBut it’s not only about listing a price, but an one price and is told another upon arrival is give it our highest marks."accurate and compelling price. Put yourself inthe consumer’s shoes. When you are searching not going to be a happy shopper.for a product and find there is no price listed,what’s the first thing you think? Some dealers The bottom line to help your bottom linemay think including a price limits their ability is to remember that the way vehicles areto market vehicles. But when consumers see merchandised online makes a huge differenceno price they automatically think, “It must in how successful you will be with your onlinecost too much.” To get serious consumers in advertising. Hopefully, there should no longeryour showroom, give them the information be any question in your mind — always list a price, and list one that is accurate, Dustin Zeck - GM - Danny Zeck Fordthey want, and need — the asking price. competitive and consistent. Remember to set Lincoln Mercury, Leavenworth, KSWhen other dealerships are providing prices,consumers may not want to go to the trouble your dealership apart from the rest, becauseof clicking an ad without one. all ads are not created equal. Please e-mail me for free training and a wealth of specificTherefore, the first essential to pricing is to suggestions that can help you grow your salesalways include one. Selection and price are and profits today.the most important factors driving consumersto shop for vehicles online. Chip Perry is the president and CEO of VinStickers.comProviding information on special financing AutoTrader.com. He can be contacted at 866.662.1984options is also a good idea. Whether you offer 866.853.0234, or by e-mail atspecial financing or not, let shoppers know cperry@autosuccessonline.com. sales@vinstickers.commay 2006 33
    • sts fos ls ms sf fis TonyDupaquier f&i solution Everyone Needs Credit Insurance According to the Many people think that if they do not have insurance. I used to skateboard with my son. Social Security a job typically thought of as dangerous that (I say that in the past tense.) I no longer enjoy Administration, a 20- credit insurance is not needed. However, if a the hobby due to a fall I took several months year-old worker has person is involved in any kind of sport or does ago, which left me with a severely broken a 3-in-10 chance of simple activities such as mowing the lawn or leg. During the six weeks it took for my leg becoming disabled just going outside to have fun, credit disability to heal, my disability coverage made one andbefore reaching retirement. Yet, credit is needed. a half vehicle payments for me, and I am verydisability insurance is one of the business grateful I had it.office’s least-sold products. I am a prime example of the need for credit Therefore I encourage you to ask every customer how he or she intends to use the vehicle during the customer interview. Also, find out what the customer does for fun. Once that is known, ask how he or she would pay for the vehicle if a debilitating accident occurred while participating in that activity. It is also important to have solid product knowledge and to be able to convey the benefits of credit insurance to the customer. Benefits to Credit Disability Coverage: • Pays vehicle payments directly to the lender for every day the insured is sick, injured or unable to work • Pays regardless of whether the insured is under a doctor’s care or is in the hospital • Pays in addition to any other coverage the insured may have, including worker compensation and personal disability coverage • Once the waiting period has passed (normally seven to 14 days) the credit insurance can cover the insured until the loan is paid Credit disability also protects the customer’s ability to buy in the future, which is a major benefit considering that one of the leading reasons for repossessions is loss of income due to illness or disability. Armed with these benefits and the information gathered from the customer, it becomes very easy to justify the need for the coverage during the disclosure of the customer menu. “Earlier you told me you did not know how you would make your payments if you were to become disabled. The credit disability coverage will make your payments for every day you are unable to work if you were to do something like _____(insert accident) while you are___ ___(insert activity). Everyone can benefit from credit insurance. Simply create the need, and the product will sell itself. Tony Dupaquier is the director of F&I training for American Financial & Automotive Services Inc. He can be contacted at 866.856.6754, or by e-mail at tdupaquier@autosuccessonline.com. 36 www.autosuccessonline.com
    • sts fos ls ms sf fis AlBabbington sales and training solution Complete Life Cycle Management - How Much Is Too Much and How Much Is Not Enough Have you ever assure proper communication will start to see The most common answer is for the first service considered what results the very same day. A higher percentage reminder; then for subsequent reminders. If distinguishes the of sales and service business will come from we only communicate to customers when we service in a fine dining the current database; rapidly reducing any want them to buy something, we will fail to restaurant? reliance on traditional media. establish the relationship necessary for loyalty and repeat purchases.Most of us have experienced the server that Start by doing an assessment of where theis trying too hard. I have experienced servers dealership is today: What percentage of your Time and again even the first thank you call isthat asked: “Is everything OK?” so many customer base is defecting each month? What tied to asking the customer to give the dealertimes that I became convinced there must be percentage of new car customers return to a “completely satisfied” or “excellent” ratingsomething wrong with the food. At restaurants your dealership for their first service? How on the factory survey. The content of this firstthat try too hard, the water glass gets filled many of your customers have bought more call sets the stage and delivers a messageevery few minutes despite it being half full than one vehicle from your dealership? What to the consumer that either this dealer caresand the bus boy lurks to catch a pause in the is the average number of days between service about me or they care about themselves.eating so he can offer to take my plate. visits? What percentage of your database does business with you each month? When designing the proper communicationToo much service can be intrusive and take stream, take a minute to consider whetheraway from the experience. To me, great Set goals for increasing repeat and referral the communication will enhance theservice involves the balance of being there business, frequency of visits and revenue per customers’ ownership experience or improvewhen I need something versus being invisible transaction. Also set goals for reducing the the relationship this customer has with thewhen I don’t. Great servers anticipate our annual attrition rate of previous customers. organization. If the answer is no, eliminateneeds and fill them at precisely the right the communication.moment. When a restaurant gets this right, Do a complete assessment of how yourI’m a customer for life. customer is being communicated to today. Next, choose a vendor that can help you What information is your manufacturer coordinate all your forms of communication.To create customers for life in the automotive providing your customer past any sales and A dealer today should offer voice messaging,industry we need to be there when they service transaction? Which vendors are you text messaging and e-mail to compliment aneed something, invisible when they don’t. contracting with to communicate to your more refined and targeted direct mail method.I remember my first training class 25 years customer base? Put the controls in place to assure thatago as a new sales person. Written across Consider all communication — from service only your agreed-upon customer life cyclethe white board in bold letters was the reminders to Super Sales — and from communications are being delivered. Bephrase; “Call them till they buy or die.” third-party CSI calls to lease termination aggressive in eliminating any communicationsUnfortunately, I believe many dealers are still communication. Look at all communications that are not part of this coordinated effort.following this shotgun approach to customer your employees are required to make. Once Don’t wait for your new manager to get upcommunication, frequently creating multiple, you have a complete picture of how your to speed, change of DMS to be complete,disjointed forms of communication. customer is being communicated to today, the future installation of a CRM or any other assess the initial goals for each of these excuse to delay the process.Dealers today are leveraging a combination of communications and how you measure theirdirect mail; sales person and service advisor effectiveness. Put all of your methods of Professional, timely, relevant communicationcalls; BDC center calls; CSI manager calls; communications through the test: Are they will start delivering results the same day. Theautomated e-mails; text messaging; and voice professional, consistent, timely and relevant? first communications in the life cycle shouldmessaging services without a coordinated Are they cost-effective and consistent ask customers their preferred method ofapproach. Added to this confusion are calls with your customers’ preferred method of communication: voice, text, e-mail or letterthe customer receives from the manufacturer, communication? should be provided as options.the lender and various survey calls. Clearly,we are creating an experience that bombards The next step is to design the ideal life In conclusion, measure your results on athe customer. cycle communication stream. A common regular basis. Review the return on investment mistake that dealers make today is to only by measuring the response to individualAutomotive consumers today demand communicate to a customer when they campaigns as well as the overall increaseprofessional, consistent, timely and relevant want him or her to buy something from the in active customers. Use this data to refinecommunication. In return, they will show dealership. A proper communication stream your communications. Ensuring that all yourgreater owner loyalty, higher frequency of should incorporate not just sales and service communications deliver a sense of urgencypurchase and more dollars spent per visit. activity-based communications, but two to and sincerity along with care and concern forThe process of accomplishing this is easier four events per year and four to six loyalty the customers’ needs will create a more loyaltoday than ever before. Products and services based communications, such as birthdays, and active following.are now broadly available that help dealers holidays and anniversary greetings.create an ideal communication stream using Al Babbington is the CEO ofmultiple channels. Consider a customer that buys from your CallCommand. He can be contacted dealership today. After the first thank you call at 866.347.4568, or by e-mail atDealers that implement aggressive plans to or card, when will they hear from you next? ababbington@autosuccessonline.com. 38 www.autosuccessonline.com
    • We deliver online customers. Nearly 5,000 dealers count on AutoUSA. We’re America’s first choice for proven, profitable business generation. Only AutoUSA pledges that: 1 Quality is our first priority 2 We do not generate online customers through email campaigns 3 We do not entice customers to submit additional leads for similar vehicles 4 The majority of our online customers come from sites where 8 of 10 buyers shop Don’t take our word for it. More dealers across the country confirm that when it comes to quality, quantity, gross profit margin, speed of transmission and more, no other lead resource comes close to AutoUSA. America’s best source of online customers > w w w . a u t o u s a . c o m /s i g n u pIf our service works so well for so many dealers, it’ll work for you, too. Call us today at 1-888-208-8764 to sign up.
    • sts fos ls ms sf fis DavidKain marketing solution Internet Department Quarterly Performance Checklist Each quarter, total sales do you expect from the Internet? are documenting telephone interactions and look back on your These basic goals will give your team a focal making interaction notes for other dealership Internet department point and allow you to score achievement. staff to use for follow-up. performance in a comprehensive Customer experience Staffing manner and make sure Are you providing a special or unique Are you satisfied with the performance of youreverything is in order. A quarterly review will experience for your Internet customer so he or Internet staff? If you have a job descriptionallow you to make better decisions in staffing, she doesn’t get lost in the normal showroom in place for your team members, it wouldprocess, marketing and technology. traffic? Reward your Internet shoppers with a be a good idea to go over it with each staff quick and easy experience when they visit the member and make sure they are fulfilling theBelow is a checklist of items you can dealership because they are more advanced expectations outlined in the job description. Ifreview and determine if your department is than a lot of your walk-in customers. Reward not, coach them to better performance. If yes,performing to your expectations: them with a good experience and they’ll then consider a reward for doing a good job. reward you with a purchase and a referral. If the job description is out of date then makeVision the adjustments and gain agreement.Do you need to update your vision for the Lead handlingInternet department and communicate it to Are your leads being handled in a manner Are you satisfied with the compensationyour sales team? If your focus has only been that supports your customer experience plan or, better yet, is the pay plan designedon sales, you may want to improve gross or ambitions? A quick review of your CRM to support your vision and goals and isincrease market share. or lead management tool will tell you if it motivating your team? When a job your customer is getting attended to in the description and pay plan are properlyGoals manner that you suggest. A quick sampling aligned to support your vision and goalsHow many vehicles do you want to sell on a of your customers will identify if your then everyone wins when an employeemonthly basis from Internet marketing? What team is sending out e-mails that meet your “works the pay plan.” If you need somelevel of gross profit? What percentage of your communications criteria and whether they assistance in this area there are more 40 www.autosuccessonline.com
    • continuedresources available now than ever and there If you are using search engine marketing, A quarterly check is a good habit to get intoare some common elements that have been have you reviewed the performance of your and will ensure that your Internet departmentproven successful in satisfying all parties. keywords and updated your budgets? If you is operating at the optimal level. If you have are using a search service provider, have you any questions or need any assistance with anyWeb site reviewed its monthly report to ensure you are of the items on the list feel free to contact meDoes your home page provide quick and getting a low cost per lead? and I will be glad to help.easy navigation for your customers? Doesyour customer have to think too much to Database marketingknow what to do on your site? Should you Have you been sending out targeted or blanketmake any updates on your site for events campaigns that motivate customers? Are your David Kain is the automotive Internetthat have already taken place and are still campaigns in compliance with the law? Are training specialist at Kain Automotive Inc.being promoted? Are your new- and used-car you properly handling your prospects that opt He can be contacted at 800.385.0095, orspecials up to date and reflective of what you out? Have you updated your Do Not Call List by e-mail at dkain@autosuccessonline.really need to move? Are your service and and made a copy for your sales team? com, or visit www.kainautomotive.com.parts specials up to date? • New inventory — Do you have a R complete listing of all your vehicles, and is the data accurate when you sample? • Used inventory — Do you have a complete listing of all your vehicles “HE’S LIKE VIAGRA FOR YOUR with a price, compelling photos and descriptions?If you have newspaper, radio or television adson the site are they up to date? If you provide TRAFFIC COUNT”pricing or payments, do you have up-to-datedisclaimers in place? Does your site load fast,and do all the pictures come up appropriately?Do all your links work? - Tom Belt, Toyota of EscondidoThird-party lead providersHave you asked the providers to survey yourcustomers lately and find out who may stillbe in the market and if they are satisfied with How much does it costyour efforts? Do you know the closing rate ofeach provider? Do you know your return on every time someone atyour investment? Which provider gives youthe best results by close rate? By gross? By your dealership talks tocost per vehicle sold? Are there any providersthat you need to contact and alert them of a customer and doesn’tperformance issues? Are any of your providersselling you leads with too many duplicates know what to say?or sparse data and have you told them about Alan Ramthese issues so they can improve?Online classifiedsHave you sampled your listings on these sites In-Person and Interactiveto make sure all the data is still accurate? Phonenumber, contact name and e-mail address? Are Solutions for Telephone/Internetyou using all the available resources? Multiplephotos, complete descriptions, alternative and Business Development.vehicles, etc? Have you reviewed the listingperformance report so you can identify which "Having utilized the services of many top-level automotive salesof your vehicles is getting the most action so trainers over the years, absolutely nobody impacts our bottomyou can compare it to the others and plan yourauction purchases? line while drawing the raves of our sales and management staff like Alan Ram."Search engines - John Chmela, COO, Atlantic Auto GroupHave you searched your market for typicalterms that customers use and found yourdealership near the top of the list? With so toll free: 866.852.0328many consumers using search to start the e-mail: info@proactivetrainingsolutions.comshopping process it is important that you arein the mix. If you don’t show up, talk to your web: www.proactivetrainingsolutions.comWeb site builder and work to improve your Viagra is a Registered Trademark of Pfizer, Inc. Roptimization.may 2006 41
    • sts fos ls ms sf fis RogerHerman leadership solution Create Employee Retention Become more selective Too short an orientation to their new employer company’s reputation; the physical conditions in your hiring. If the will send a message to new employees that of comfort, convenience, safety and the clarity applicant isn’t qualified, their employment may be short. Extend of mission. continue searching until the process over months to build deeper you find just the person understanding and relationships. 2. They wouldn’t miss me if I were gone. you need. Although leaders do value employees, they Say good-bye to non-productive employees don’t tell them often enough. If people don’tStrengthen your orientation process so new or invest in training to bring them to a feel important, they’re not motivated to stay.employees feel bonded to your organization higher level of productivity. Performance No one wants to be a commodity, easilyquickly. Here are some things you can do: management is a supervisory responsibility. replaced by someone off the street. If they are Coaching and appraisal do not come naturally regarded as expendable, they’ll leave for a• Have an executive of the company to most people. Supervisors need to be trained position in which they’re appreciated. personally welcome each new hire. and supported to fulfill this increasingly• Give new employees a tour of the entire important duty. When they know retention 3. I don’t get the support I need to get my facility and explain how their job fits into is their job, trained managers can do a highly job done. the big picture. effective job of retaining the people you want Contrary to popular opinions, people really do• Show the career paths taken by people on your team. want to do a good job. When they’re frustrated who started in the same job as the by too many rules, red tape or incompetent newcomer and are now in a higher There are a number of valuable resources for supervisors or co-workers, people look for position. training your supervisors. other opportunities.• Give new employees sponsors, buddies or mentors. • Arrange for the senior executive to 4. There’s no opportunity for advancement.• Send them off with an item (of some inform supervisors that retention is their No, we’re not talking about promotions, value) with the company logo. This gift job. although many deserving people would should not just be an ordinary pen or mug, • Coach supervisors on reasons for like to move up. The issue here is learning. but something a little more expensive. employee turnover to raise their People want to learn, to sharpen their skills awareness. and pick up new ones. They want trainingSell More Cars • Provide training courses on interpersonal and development to improve their capacity to relations — in-house or from a perform a wide variety of jobs. Call it career community college. security. If workers can’t find the growth • Have supervisors read books and articles opportunities with one company, they’ll seekWith CarTube related to employee retention — at the another employer where they can learn. same time — then discuss what they learned with their manager. 5. Compensation is the last reason most Includes free software to create flyers people leave. The people side of your dealership is at least That’s a brash statement, but it’s true. Attaches easily to your entire inventory as important as the finance function. Measure Workers want fair compensation, but the the cost of replacing lost workers and you’ll first four aspects must be strong. If they’re Great for after-hours shoppers quickly see the tremendous impact on the not, but money’s high, you’ll hear people Quality weather resistant construction bottom line. Strengthen your company’s say “you can’t pay me enough to stay here.” leadership effectiveness; examine carefully Even with these values in place, there are a This silent salesperson works 24/7 just how you do business. Are your traditional lot of employees who feel they can better methods still the best way to do things today? themselves just by chasing more income. Tomorrow? Look for new and different ways to build and sustain business. With these factors in mind, let us confirm that the most influential factor in employee Why Employees Change Jobs tenure is the relationship with the supervisor. Building employee retention — of those Effective supervisors appreciate that retention people worth keeping — will become one is an essential part of their job and pursue of your most critical corporate strategies. continued education and training in retention As you build your retention program, it techniques. Smart employers will assure that might be helpful to understand why people their most valuable asset is being protected leave one job to go to another. Research into and maintained properly. employee turnover revealed some valuable for information about what motivates workers Call ree to quit their jobs. a F ple! Sam 1.866.973.9490 1. It doesn’t feel good around here. Roger Herman is the CEO of the Herman Group. He can be contacted at www.cartube.com This is a corporate culture issue in most 866.347.5023, or by e-mail at cases. Workers are also concerned with the rherman@autosuccessonline.com. 42 www.autosuccessonline.com
    • sts fos ls ms sf fis SkipMerrick sales and training solution Make Women Customers Feel Welcome In the United States • Maintain eye contact to communicate today, more women sincerity at all times. purchase and maintain • Avoid using negative body language. their vehicles than ever This includes folding arms, tapping before. As women make a foot or checking a watch that may an impact on eight out communicate boredom or superiority. of 10 vehicle sales, automotive dealership • Keep the business free of all sexist and sales and service personnel that appreciate offensive signs, posters and material. how to interact with women stand to reap the • Always dress appropriately and benefits of sales and repeat business. professionally. More women are taking a lead role in Those in the motor vehicle selling and repair purchasing and maintaining their own and businesses must know their customers, both their families’ vehicles. Make the process male and female, in order to be successful. easy and enjoyable. Women often visit repair shops with children in tow. Providing a safe, clean play area with toys for young children is a big plus for many customers Having juice, coffee and snacks Many times, women available for customers also demonstrates your intention to fully accommodate clientele. have different And offering an organized environment, good priorities when parking and easy access to office areas will selecting and settling help attract and keep women customers, too. on an auto repair Many times, women have different priorities shop. Instead of when selecting and settling on an auto repair shop. Instead of noticing the make and model noticing the make of the vehicle getting its brakes fixed, a woman and model of the looks for cleanliness, notices body language vehicle getting and seeks respect from whomever greets her. Many women admit feeling ignored, its brakes fixed, a talked down to, taken advantage of and even woman looks for pushed out the door when they do business with dealerships or repairmen. Research also cleanliness, notices demonstrates that women customers are more body language and loyal than their male counterparts. Women will often drive long distances to give their seeks respect from business to a repair shop with which they’ve whomever greets her. had good experiences. They will even bypass a business offering a special price or discount on a service in favor of their regular repair garage if they are treated well there. But once Points of emphasis for providing quality and a loyal woman customer is lost, she is most helpful service to female customers to keep likely lost forever. in mind: Most automotive repair shops rely on 100 • Understand that a woman relies on her percent productivity from their technicians to car in different ways than a man. For remain viable and profitable. If close to half of example, a woman faces a potentially a shop’s customers are women, productivity vulnerable and dangerous situation depends on keeping them happy and wanting when her vehicle stalls in the wrong to come back. place. • Never use a condescending tone of Skip Merrick is the chairman of the voice, inappropriate language or refer Automotive Trades Department at Alfred State College in Alfred, N.Y. He can be to female customers by anything other contacted at 866.347.5029, or by e-mail at than their name. smerrick@autosuccessonline.com.44 www.autosuccessonline.com
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    • continued from page 18 1. Do I have joy in my life? that you’re not doing because of work?to all the bad-news-bearers sitting around This one’s easy: yes or no. No matter If you were going to change the world,whining about how bad business is and how which answer is yours, ask yourself why would you start with everyone else orquickly they move to blaming it on gas prices or why not. just begin with you?or today’s economy. 2. If I were hired as a consultant to Don’t let anything get in the way of theThis is now a $12.7 trillion economy. Gas is improve results around here, what quality of your life. Make time for the thingsabout the same price it’s been since 1981 (look would I do first? that really matter. When you have that qualityit up). More than 17 million new vehicles were Be proactive, and make a list. Ask to or balance or joy or whatever you want to callsold last year, along with millions more used speak with your dealership’s owner or it, you can’t hide it. And if you don’t, thatvehicles, yet lots of lots went out of business, manager and bring your questions and shows up as well. In your results and in yourleaving lots of sales people unemployed. suggestions. What’s morale like around performance. The market goes up and down, the bullpen? Morale and sales will not lookers and buyers will come and go. TheLast month only about 30 percent of GM improve with whips and chains. Most urgent things of each day ring and scream anddealerships earned a profit. How do you selling organizations go so far as firing cry out for your attention, while many of thesuppose they’ll do this month? What about people who are not the problem because truly important things in life sit quietly in thethe other 70 percent? If nothing changes but they have unsatisfactory results month corner waiting for you to notice. Don’t waitthe number of people who walk through the after month and don’t have a system or too long.door, how much better are you really? foundation in which they believe. It’s reactive management by looking angry Workaholics are out. Life is in. Excuses areWhy — even in the best of times — do the when the sales people walk by. Life’s lame; be bigger than the excuses. Commitmajority major in the mediocre? And why, for too short, and getting shorter, for those to living life and to your own personalthe past 100 years, have there been winners kind of people. development. Become such an uncommonin every economy? What is this strangest of performer that you bring the same level ofsecrets? Do you know? You could. 3. What should I be doing? quality to your work as you do to your life. I don’t mean making more sales. I mean,Zig’s wisdom told us, “Your business is good when was the last time you went out to People will notice. Customers will come.or bad between your ears.” How is business dinner with your husband? Gave flowersbetween your ears? Protect your attitude. to your wife for no particular reason? Michael York is an author and professionalDon’t let it go out on a smoke break and listen Showed up at your child’s game? Read a speaker. He can be contacted atto all the whiners and complainers. book on personal development? Went to 800.668.5015, or by e-mail at a seminar or learning opportunity? Took myork@autosuccessonline.com, or visitAsk yourself these three questions: a vacation? What should you be doing www.MichaelYork.com. We need them. They need us. We need you. It’s that simple. ® ® 46 www.autosuccessonline.com
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    • 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 improvements. It takes hard work andthis may have heard me speak at lots of commitment.seminars, state association meetings,NADA or NIADA conventions. The second reason for me beingYou may have read my articles in picky about who I work with onAutoSuccess or other magazines these projects is that frankly I don’tor seen my shows on Automotive have the time. To create the massiveSatellite Training Network. results that you and I are looking for requires a great deal of my time andWhether you know me or not, you may effort. I am an in demand speaker, MARK TEWARTbe wondering what allows me to be able trainer and consultant and I own three Tewart Enterprisesto make such an outrageous claim. The successful businesses. Because of myanswer is simple. I have accomplished time restraints, I refuse to spend time 888 2 TEWART (888 283-9278)this for my clients, every time I have and effort with wanna-be’s. I only or 513 932-9526 or email me attried without fail. If a client follows align myself with passionate people info@tewart.com with yourmy full-proof and proven methods, committed to winning. information and we can talk.the results are as predictable as the sun Sincerely, Mark Tewartcoming up every day. That may sound The third and final reason for me beingarrogant to some of you, but to me and selective is my reputation. I can’t write “We have went from 40 cars to 130my select clients it’s just reality. ads like this and make such incredible cars a month and improved our guarantees unless I can bring the gross over $400 a vehicle in oneEvery year I am bombarded with dealers results. My reputation is beyond solid. year and expect to get to 200 unitsthat ask me to help improve their sales a month by the end of this year byand profits. I reject most of them. I only By the way, the $250,000 bottom line using Tewart Enterprises Inc.”choose a few each year to work with improvement is just an example. I have Mark Ward, Ward Chrysler,on such a large scale. There are a few had some dealers increase their bottom Carbondale, ILreasons why I carefully hand pick who lines by more than $1,000,000 in justto work with. one year. Look at this way, I don’t take P.S. Don’t miss my High $10,000 guarantees lightly. I put my Performance Management SeminarThe first reason is that it’s easy for money where my mouth is. June 15 &16 in Cincinnati, OHyou to say you want to improve butmost people don’t want to do the If you want to talk to me in strict Call 888 2TEWART or go to www.things necessary to make it happen. confidentiality, call me at: tewart.com/seminar for details Visit www.tewart.com to receive your free newsletter
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