autosuccess May09

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

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

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autosuccess May09

  1. 1. Listen to Our Industry Experts at www.AutoSuccessPodcast.com May 2009
  2. 2. Something SELL AT LEAST 20 MORE outside the box NEW VEHICLES THIS MONTH... Welcome to TM Emotional Marketing. A whole new way to sell more new cars and increase service business. OVER 10% Response Rate 1,321 website visitors, Fits all manufacturer 592 internet leads, co-op guidelines531 ups, 62 units delivered!erti ed original watch out for imitators. Call for your free test drive! ® The Driving Force Behind 866-476-7748 Event AdvertisingWarning: These events and any derivative works are a registered copyright and may not be used in any form except by market exclusive dealerships licensed to use this event by Turn-Key Events.
  3. 3. AutoSuccess Magazine is published monthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 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 $69 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 this magazine 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 in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220.3834 Taylorsville Rd. Building A, Ste. 1B Louisville Kentucky 40220 | 877.818.6620 / 502.588.3170 | AutoSuccessOnline.com / AutoSuccessPodcast.com | info@autosuccessonline.com Susan Givens, Publisher Thomas Williams, VP & Creative Director Dave Davis, Editor & Creative Strategist Brian Ankney, Sales-Improvement Strategist John Warner, Sales-Improvement Strategist sgivens1@autosuccessonline.com design@autosuccessonline.com ddavis@autosuccessonline.com super6@autosuccessonline.com jwarner@autosuccessonline.comfeature solution marketing solution leadership solution sales & training solution TRUE CONFESSIONS OF A SUPERSALE COMPANY Giving Customers a Choice Might Keep Them In Your Service Department Increase Reporting Capabilities and Boost Relevancy and Response ugly CREATIVE PROSPECTING FOR TOUGH TIMES VOLATILITY AND WHAT IT MEANS TO YOU WHATEVER YOU THINK THE PROBLEM IS - COMMIT TO MAKING POSITIVE CHANGES PRINCIPLES PREVAIL AT THIS MID-WEST THE “D’S” THAT MAKE THE DIFFERENCE HOW TO CREATE A FEMALE-FRIENDLY GPS Technology Offers Dealerships a New Profit Center CAR SALESMAN MAKES $200,000 IN START REBUILDING RELATIONSHIPS HOW TO IMPLEMENT A BDC AT NO AND THE USING GOOGLE ANALYTICS WITH Quick and Easy Check List to Achieve That Goal BATTLING THE ‘BRITTLE’ BANKS IS NOT REALLY THE PROBLEM A Little Creative Effort Can Reap Big Rewards BAD ALTERNATIVE THINKING Components of Ultimate Success And Deep Down, You Know That FINDING A NEW WAY: OLD SCHOOL TOOL E-MAIL MARKETING ADDITIONAL COST Internet Sales 20 Group XVI Job Descriptions With Legs DEALER GROUP THIS ECONOMY IMPRESSIONS DEALERSHIP: THE An Interview By SusanGivens GOOD FOCUS 17 27 31 10 16 32 34 08 26 11 18 22 36 30 24 14 35 KirkManzo MarcSmith TonyAvila DalePollak ScottNorman MikeOvery PeterMartin SeanV.Bradley SteveBrazill JodyDeVere StephenR.Covey JohnBrentlinger MichaelThomas TomHopkins PaulCummings SteveCottrell ChipLofton THE 8 0 4 pg0 pg1 pg1 May 2009
  4. 4. leadershipsolution StephenR.Covey As you look down FOCUS Job Descriptions With Legs the road ahead... The Industrial Age Peter Drucker said: “Knowledge-Age paycheck. If paid fairly, Knowledge-Age is giving way to the workers must learn to ask, ‘What should my workers work to achieve their “wins,” Knowledge Age, and leaders must welcome contribution be?’ This is a new question in the goals that lead to organizational and the shift instead of resisting it. human history. Traditionally the task was professional growth. They want to add given, either by the work itself or by the measurable value, and they want to be “I don’t resist it,” I hear you say. “I embrace it.” master. Until very recently, it was taken for valued in turn. granted that most people were subordinates I wonder. The legacy of Industrial-Age who did as they were told. The advent of In the Industrial Age, leaders wanted leadership is still with us. A friend tells me the knowledge worker is changing this, and “harmony” from the workers. They no this story: fast…. And for this change, management is more wanted to hear from the workers than totally unprepared.” they wanted to hear from the machinery “I recently spoke with a man not yet 30 years — because that would indicate something old who graduated from college several years This table sums up some of the key: wrong. Knowledge-Age workers insist on ago with an excellent degree and tremendous differences between the Industrial- and being heard, and they demand candor from talent and energy to contribute somewhere. Knowledge-Age mindsets that leaders must their leaders. ...remember that now, more than Today he is employed by a financial-services company. be aware of: Industrial-Age workers ever, we’re here when you need us. were expected to simply “I asked him several questions. comply with standards, policies, and procedures. “‘What kind of goals are you working on?’ Knowledge-Age workers He didn’t know the answer. go beyond compliance. They question standards, We understand it’s a tough road, but we see blue skies ahead. “‘What is your company’s highest strategic policies, and procedures priority right now?’ He couldn’t say. — they want to work During our 100-year history we’ve weathered many storms. in synergy with others, “When was the last time you met one-on-one continually finding new We are committed to see our dealers through by providing innovative with your manager to talk about your role in and better ways to do things. achieving the organization’s goals?’ He said In the Industrial Age, workers saw F&I selling solutions and profit generating strategies. he hadn’t met with his manager one-on-one themselves as subordinates who did as they Industrial-Age workers valued their two- since his hiring three years earlier. were told. Knowledge-Age workers see week vacation above all. Because they found themselves as volunteers. They are better little satisfaction in their work, they sought “Finally I asked him, ‘What have you educated and have far more choices about it elsewhere. Knowledge-Age workers insist personally contributed to your organization?’ where they will invest their energies. on finding satisfaction in their work, on the He thought for a moment and quietly unleashing of their potential to achieve. answered: ‘I think I’ve saved the company a Industrial-Age workers were given a job half million dollars in the last year.’ description, similar to a “user manual” for If I were you, I’d write on a notepad right a machine. It told them their function and now the practices in your organization that “‘Who knows that besides you?’ I asked him. what to do about it. Knowledge-Age workers are reducing your people to “job descriptions want to be valued for the specific and unique with legs.” Brainstorm now how to transform “‘I make out a report once a week for my contribution they can make. those practices so that people can make their boss … but I don’t think he reads it.’ highest and best contribution. Industrial-Age workers lived by the “This young man looked crestfallen. I felt calendar. They put in their time and kept Originally ran in CLO Magazine deeply with him — his energy had been their appointments. Knowledge-Age workers drained out of him, his vigor was gone, live by their “wildly important goals” — the Stephen R. Covey, Ph.D., is co-founder of his dreams of making a great contribution had shrunk down to fulfilling a mere job priorities they must achieve in order to make their contribution. FranklinCovey, and is the author of The 7 Habits of Highly Effective People. He can Protective... description. He has been reduced to a ‘job description with legs.’” Industrial-Age workers worked for a be contacted at 866.892.6363, or by e-mail at scovey@autosuccessonline.com. ...here for you today, tomorrow and beyond. Vehicle Service Contracts I GAP Coverage I Credit Insurance Dealer Participation Programs I F&I Training I Advanced F&I Technology Serving Auto Dealers Since 1969 We’re in it for the long haul. Call us to find out how we can enhance your dealer profits 866.264.6356 www.protective.com/dealerservices0 and customer satisfaction.8 www.autosuccessonline.com Vehicle Service Contracts (VSCs) and GAP are backed by Lyndon Property Insurance Company in all states except NY. In NY, Old Republic Insurance Company backs VSCs, and GAP is not available there. Credit Insurance is backed by Protective Life Insurance Company in all states except NY, where it is backed by Protective Life and Annuity Insurance Company.
  5. 5. sales&trainingsolution SeanV.Bradley KirkManzo sales&trainingsolution CAR SALESMAN MAKES PRINCIPLES PREVAIL $200,000 IN THIS ECONOMY AT THIS MID-WEST Internet Sales 20 Group XVI DEALER GROUP I have to tell you that Sean V. Bradley: How did you get started have a degree, and I have the opportunity Dickens once wrote, You may choose to adjust the down I love this business! I in the automotive industry? to provide a great life for myself and my “It was the best of payment percentages, but 20 percent is really do. I love being a “car guy.” You truly Chris Gramlich: I started off selling TVs, family. I love this business. times, it was the worst of times….” The often most effective. The trade should have get what you put into it. However, it didn’t cameras and VCRs. A manager from a current state of affairs is by all observations approximately $500 of room to work with, always start out that way. I didn’t grow up dealership came in and bought a camera off SVB: How do you fell about the ”Al a trying one for our industry. while the payment offer is best calculated and dream of being a car salesman. I had of me and offered me a job. That was nine Bundy” stereotypes of car salesman? at 48 months for most proposals (used aspirations of being an Army officer, and years ago. CG: I don’t like it. I take a lot of pride in The seasons of life and business change vehicles will occasionally need 36 or 42 when I got out I wanted to work in counter- what I do. I understand that some people from spring to summer. Fall is always months to start). intelligence. SVB: How many units per month are you feel that way, but I hate that I sometimes followed by winter, and clearly our industry averaging? get grouped into that category. Whenever finds itself in a period of winter. When The key to maximizing on this approach is Then, I got bit buy the car dealership bug. CG: Right now about 30 units per month I greet a customer, I always assume that is there is snow on the ground, you may that every deal means every deal. You will I saw an ad in the paper that was perfect what they are thinking or feeling. It is always choose to stay inside or you can go skiing. not increase your profits by trying to pick for me. It said “free company car (demo).” SVB: How many units did you sell in your my strategy to change their perception of me Here is one way you may choose to make and choose when to apply the strategy. You At this time, I was a sophomore at the best month ever? and our industry from the second that I greet the most of the current situation. must allow the percentages to work for you, University and completely broke with a CG: I sold 50 units. That was the month them. It might sound a little high-minded, not against you. ton of maxed out credit cards. I have to tell after I got married, and I pretty much lived but it’s the truth. I try to change people’s In order to grow or maintain profits in your you answering that ad was the best thing I at the store. It was September 2004, and perception of the automotive sales industry sales department, there are three primary The format of how you decide to present could have ever done for my life. The first back then, there was no Internet department. one prospect at a time. variables you can affect. First is the number the numbers — a traditional Four Square year I got into rhythm, and the second year I planted my desk by the showroom main of transactions (units); unfortunately, this or some variation from your CRM — is I cracked six figures and never looked back. door and I literally took every single up that SVB: Has your success been gradual? variable is the most difficult of the three to not the most important element. However, Today, I own multiple companies and owe it I could, and I answered the sales calls as CG: Yes it has. I came from a family of improve because of the current reduction in making sure your desk manager is all to being a car salesman. I am first-hand much as humanly possible. It was, basically, sales professionals, so the inspiration was overall demand. consistent in structuring the first proposal living proof that anyone can make it and good old fashion hard work. I had a sold six there, but there is a learning curve selling is critical. This will be the key to your make it big in this industry. There are similar vehicles to a grocery store chain that month. automobiles. I learned how to do it over The second is to increase the frequency of success. stories across the nation. But the main reason why I sold so many cars time. As time passed, I evolved. I learned purchase. Like the first variable, this is also that month was because someone made a skills, tactics and style. It took me nine difficult to capitalize on at the moment. One such dealership that recently adopted Chris Gramlich, from Peruzzi Toyota in comment that I was going to fall off now that years to get to where I am today, and I still this philosophy achieved an immediate Hatfield Pennsylvania, is one of these I had just got married — they were wrong. feel as though I have a lot to learn. The third variable to focus on is profit per increase in gross for their stores in the stories. Chris is in the top .5 percent of the transaction. This area represents the best Midwest. The Gurley Leep Automotive automotive sales consultants in the United SVB: What is the most you have made in a SVB: What one idea or strategy can you opportunity to increase and/or maintain Family began using this approach in States in annual income generated. While month and in a year? outline for our readers that helped you profitability. February. By raising their standards of how his title might be “Internet Sales Manager,” CG: I’ve actually made $24,000 in a month. become so successful? they would be selling vehicles, their results he doesn’t manage the department. Chris is And I made $225,000 in one calendar year CG: Hands down, ask good questions. To achieve this, you have to first win the increased gross profits immediately. an Internet sales consultant, which means he selling cars on the showroom floor. Qualify your prospect properly. I think most important, and difficult, negotiation works only with Internet prospects. Peruzzi’s this is what a lot of sales people miss. As a — the negotiation with yourself. The The key to making this approach work at Internet team has coordinators (appointment SVB: What do project you will make in matter of fact, NADA says the No. 1 reason temptation to not start every deal at the full your store starts first with a commitment to setters) who take the Internet leads to the 2009? why someone does not buy a car is that they asking price can be overwhelming. change the way you currently do business. appointment stage then TO them to the CG: I am on track to hit close to $200,000. are landed on the wrong vehicle. So, qualify As we all know, the definition of insanity Internet sales managers for the relationship In this economy…. your prospect thoroughly. Remember that Pareto’s Principle of the is often referred to as doing the same thing and value building, product presentation, 80/20 rule still exists today. While yes, it over and over again while expecting a demo drive and delivery. Chris’s two SVB: When you were a kid, what did you We’ll continue our discussion with Chris may seem unlikely that a customer will pay different outcome. main roles are of TO support if the Internet want to do when you grew up? Gramlich next issue. you all the money for your product, the one coordinators can’t close an appointment CG: I wanted to be a lawyer. thing we know with certainty, is that if you Once the commitment to change is or overcome an objection, and he is the Sean V. Bradley is the founder and CEO don’t ask, it will never occur. accomplished, training your team to handle relationship builder and closer. SVB: How does it feel that, in a recession, of Dealer Synergy, a nationally recognized the conversation is critical. You can choose you are making more money than some of training and consulting company in Everything begins with deciding whether to self-implement or have a firm come in I had the pleasure of interviewing Chris the most prominent attorneys in the United the automotive industry. He can be you and your team are going to start the from the outside to assist. Either way, in the recently for this article. Here’s what he had States? contacted at 866.648.7400, or by e-mail at negotiation by making a presentation of end, the day-in and day-out heavy lifting to say: CG: It feels great. I love what I do; I don’t sbradley@autosuccessonline.com. numbers, or will you request an offer from will be done by you and your staff; make the customer to begin. Think of this like sure you find a process and a program that a game of Tic Tac Toe. In order to win, is easily duplicated from one person to the what is necessary? You must make the first next. The simpler and more practical the move. better. The principle of starting at the full asking price of the vehicle, requesting a higher Kirk Manzo is the president of The Manzo than expected down payment, holding some Group. He can be contacted at on the trade, and, yes, offering up payments 800.858.6903, or by e-mail at kmanzo@autosuccessonline.com. at a shorter term are all fundamental to this strategy.1 10 1 www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional

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