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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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    AutoSuccessNov06 AutoSuccessNov06 Document Transcript

    • From All of Us at AutoSuccess, Happy Thanksgiving November 2006The Internet Sales Trifecta TRAI NI NG – T E C HN OLOGY - ME RC HAN D I S I N G From left to right: Jeff Bonnell and Cory L. Mosley
    • Only one site will get your cars on all these sites. AutoTrader.com is now the exclusive listings provider for seven of the biggest sites. With millions of shoppers each month, no one has more than AutoTrader.com. But hey, why stop there? Now when you list on AutoTrader.com, you’ll also be listed on seven of the most popular sites on the Internet. And when you add in all those shoppers, it’s practically impossible for people not to see your cars. To reach the most buyers, call 1-888-249-6860.©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.
    • The Bottom Line: We provide the best Do-It-YourselfSales Events in the nation. So far,our events have generated 273,125ups this year alone. NO TEAMS • NO COMMISSIONSJUST A TON OF QUALITY TRAFFIC. CALL NOW AND RECEIVE A 10% QUANTITY BONUS!! BOOTH#2699 CALL FOR A FREE MARKET REPORT EVENT SPECIALISTS ARE STANDING BY 866-665-5507 The Driving Force Behind Automotive Advertising Copyright © 2006 Turn-Key Events and it’s licensors.
    • Dedicate Yourself to Educate Yourself 8 TomHopkins An Attitude of Gratitude 9 JesseBiter The Treasury of Quotes 10 BrianTracy The Internet Sales Trifecta Training - Technology - Merchandising 12 CoryL.Mosley & JeffBonnell Scott’s Individualized Consultation Transcripts, Part 5 14 ScottJoseph The New Playing Field: Today’s Women’s Market 18 DeliaPassi Top Gun 20 DavidThomas True Leadership: Making a Difference 21 12 SeanWolfington Just Give Me Five Minutes - I’ll Show You How to Get Appointments 22 DavidKain The Perfect Way to Consistently Find More and More Clients 26 DixonJudd Selling the Difference 28 MarkTewart The Now Law of Time and Management...Carpe Diem 30 MichaelYork Unify and Conquer Frequency Economies and Presence Increase Dramatically 32 JerryShroff Know When to Quote a Price 33 JeffMorrill No. 1 eDealer: Courtesy Chevrolet Shares Success on How to Get E-Mails Delivered Through Spam Filters 34 RalphPaglia The Same is Lame: The Secret to Beating the Pants Off Your Competition and Putting More Money in Your Pocket 36 JimmyVee & TravisMiller E-Mail and Multi-Channel Marketing: The New Frontier 37 SunnyKnocke Why Pay for the Entire Car 38 TonyDupaquier Choosing a Direct Mail Provider: The Who, Why and How of Increasing Sales Volume at Your Dealership 40 JimYoung Attitude Determines Altitude...Income Altitude 41 MikeParsons How to Maximize the Response to a Teamed Event 42 PeterBond & TerranceCox Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist luck43@sellingsuccessonline.com courtney.paris@sellingsuccessonline.com Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com 3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist Louisville, Kentucky 40245 design@sellingsuccessonline.com bb11@sellingsuccessonline.com Dave Davis, Creative Strategist & Editor Toni Stephens, Sales-improvement Strategist toll free: 877.818.6620 ddavis@sellingsuccessonline.com tstephens@sellingsuccessonline.com facsimile: 502.588.3170 web: www.SellingSuccessOnline.com helping to promote... Isaiah 40:8 The grass withereth, the flower fadeth: but the word of God shall stand forever. 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.
    • Money Guarantee DO YOU WANT THE REAL TRUTH?My Sales Event will bring you $100,000- Can you handle the real truth?$250,000 in gross profit in 5 days GUARANTEED The real truth is that it was a 13 Trillion Dollaror I will deduct the cost of advertising. You will economy last year in the US. 13 TRILLION! Now, ifexperience 200-500+ customers walk through you believe that you and your dealership can’t getyour doors in 5 days. your fair share of 13 Trillion, then you can skip theThis guarantee is small potatoes compared to the rest of this letter because my company would nottons of money that you will make from this event. be a good fit for you. If you don’t believe you canThat’s why I am so confident and can make these get your fair share of 13 Trillion Dollars, then youbold claims to you. Big dealerships, small dealer- need to keep belly aching and whining about howships, city dealerships, rural dealerships, it does bad things are.not matter. We have been able to get results However, if you aren’t willing to make excuses fortime and time again. MARK TEWART the rest of your career about economies and manu- facturers and every other boogey man you can find,What Is This All About??? Big things, big break- Tewart Enterprises then read on…throughs, big sales, big gross profits. And yes,you can do this without lying to or beating up your Tewart Enterprises Inc produces 5-day sales events for dealershipscustomers. That’s right! With a very good marketing plan, very good all across the country. We bring traffic, LOTS OF TRAFFIC, with ourpeople, very good processes and understanding of proper desking promotions. We also bring a professional team of people to helpprinciples you can get a ton of customers, sell a ton of vehicles and you mange the sale and make it successful. We don’t bring drunks,make a ton of money – THE RIGHT WAY. drug addicts and derelicts. WE ARE PROFESSIONALS.For many 2006 has not been a banner year in traffic, sales or profits. How Are We different?In fact, for many 2006 has been a real stinker. Many dealers and First of all, it’s our people. We have quality people. No vagabondstheir personnel have begun to believe that it is just that way and and rogues allowed. Secondly we have process and third we haveyou can’t push a market when it’s not there. Folks, I am here to tell experience. MOST OF ALL, we are an individual and organizationalyou that those things are only opinion. development company. Our mission is to leave your dealership better than when we came in. We will assist your people in growing their sales skills, people skills and deal process skills. “We have tried other companies and Tewart Enteprises is the best.” Lonnie Robertson, Dealer – Johnson’s of Chickasha – Chickasha, Oklahoma $200,000 in 4 days at Jeff Wyler Auto Mall in Springfield, OH Opportunity distance learning program for FREE. You get our Don’t let another weak month happen. If you internet based sales training program available to would like to discuss the opportunity of what a you 24/7 for a month! ($497 Value!) Tewart Enterprises Inc. sales event can do for you: Each person can view as many modules as they CALL 888 2 Tewart (888 283-9278) want and take a test on each module and the or e-mail us at info@tewart.com with the words manager can track everyone’s usage and test “sales event” in the subject line and make sure to scores. give us your contact info in the e-mail. FREE BONUS #2 FREE BONUS The first 10 dealers who we schedule a sale with For all dealerships who schedule a sale with us in that mention this letter, I will give you my High the next 30 days, I will include one month of our Performance Sales DVD for FREE! ($597 Value) P.S. I hope you come to hear me speak at the AutoSuccess Summit in Las Vegas in November. You can also subscribe to my free e-mail newsletter at www.tewart.com and make sure to come to my Workshop at the 2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Traffic and Sales in 30 Days or Less.
    • sts fos ls ms sf fis TomHopkins sales and training solution Dedicate Yourself to Educate Yourself One of the most A Second Language people hate math. However, in business, you important lessons I’ve Consider the part of the country in which you need to know some basic math skills really learned in life is that live and those people you do business with. well. Invariably, you’ll have potential clients no one else is going to As our country continually redefines itself who will have champagne tastes and beer look out for you as well by its people, be aware of the advantages budgets. You need to understand what theyas you will look out for yourself. To become of being able to communicate with others can truly afford before trying to find themand remain a professional in the automotive in their native tongues. Today’s projections the car of their dreams.industry, you must recognize that you are show that both Hispanic and Asian portionsin charge of your own education and act on of the population are on the increase. To be Know the current interest rates on vehiclesthat fact. Build on your strengths and correct able to work with more people, you must and play with the math on a range ofyour weaknesses. If you aren’t sure of what learn more about them, their language and vehicle investments. Learn how to quicklyto work on first, there is certainly someone their cultures. determine what a monthly investment mightin your life who will gladly assist you - your be on a vehicle prior to persuading the clientmanager, your spouse, your children or a Voice that it’s right for them. I know the favoritetrusted friend. Since your clients choose to get involved with computation of every sales person who you based on what you say, doesn’t it make works on a fee basis is to determine theirThere are some common, basic skills that sense that you train your voice to give the percentage of every sale. Don’t stop there.apply to the business world. They all impact highest level of professional presentation? Play the numbers game often and you’ll gethow well we relate to the needs of others to If you’ve never considered voice training better at winning.feel important when they’re around us, to before, record yourself giving a portion ofaccept the education we provide about our your presentation, then listen to it. Most of Negotiationvehicles and the industry, and to help them us hate the sound of our own voices. Just Do you consider yourself a trainedown a vehicle that’s truly a good choice for imagine how our clients must feel when negotiator? Trained negotiators can quicklythem. listening to us. Your goal is to project your and effectively analyze the details of message with clarity and power. situations and determine the best route toHere are six skill areas that I strongly resolution. If that brief description doesn’t fitrecommend you consider developing or Public Speaking you, make an effort to find a book, audio orstrengthening, as they have made all the Many professionals in this business find that seminar on the subject. Then, schedule thedifference for many of my students: giving short speeches in their communities time to learn from it. helps build their name recognition and theirMemory business. Public speaking is also a great way Choose just one of these six areas and dedicateHaving a good memory is critical to anyone to build your confidence. Try your skills out yourself to improving in it this month. Then,in today’s world, but especially so to those of by speaking to your child’s class about what next month, choose another. Once you getus who meet many new people every week. you do or a hobby you have. Teachers love it started on this journey of self-education,I have learned to make a game of it in my when the students can learn first-hand about you’ll be amazed at what you learn and howcareer. I challenge myself to remember as careers. Join Toastmasters International. simple things can have a powerful impact onmany people and their stories as I can. There There are local chapters in just about every your overall success in life.are some great courses and books written on city. They provide excellent opportunitiesthis subject. Even if you learn and use only to hone your skills and meet other businessone small strategy, I guarantee you’ll see the professionals with whom you might dobenefit of having done so. One little strategy business or share referrals. World-renowned master sales trainer Tom Hopkins is the chairman of Tom Hopkinsthat I learned and have used for years is to International. He can be contacted atrepeat each person’s name to myself four Math 866.347.6148, or by e-mail attimes when I first hear it. Don’t cringe on me here. I know many thopkins@autosuccessonline.com. 8 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JesseBiter leadership solution An Attitude of Gratitude The United Sates of you” is more than a mundane custom of the lives of many in the colony. Families America is a land polite society. When your appreciation is were devastated by the loss of their loved of plenty. Freedom, genuine, it really shows something about ones, but new hope arose in the autumn of opportunity, prosperity what is inside of you. Giving thanks is also a 1621. Yes, it is possible to be thankful in the – all perks of being vital part of the most important relationship, face of troubled times because our eternal born in the greatest your relationship with God. hope transcends our earthly troubles. Thenation in the history of the world. As seeds of discouragement can’t grow in theAmericans, we have much to be thankful for. “Be joyful always; pray continually; give heart of a grateful person.Sadly, it seems we oftentimes take our many thanks in all circumstances, for this is God’sblessings for granted. will for you in Christ Jesus.” “And whatever you do, whether in word or 1 Thessalonians 5: 16-18 deed, do it all in the name of the Lord Jesus,The Thanksgiving holiday is a time-honored giving thanks to God the Father throughand cherished American tradition. Turkey There are three things to consider about Him.”dinner, football games and festive parades the nature of Thanksgiving: God desires Colossians 3:17aside, this special day is actually rooted in the it; we require it; and others never tire of it.Christian belief that God is the source of all Thanksgiving is a profound confession of Thanksgiving is a special day to give thankslife and goodness. As we prepare to celebrate our faith. It breaks the illusion that we can to the Lord. It is a day to allow gratitude towith our family and friends, it’s important to be sufficient by ourselves. By giving thanks spill over to every corner of our lives in deepremember that Thanksgiving is more than an to others, we humble ourselves and admit appreciation for all that God has provided.annual event – it is a lifestyle choice. that we owe it all to God. Be thankful beyond Thanksgiving and give the gift of thankfulness all year long.Whether it is via a personalized greeting card, Can we be thankful even when things are nota fresh bouquet of flowers, or a warm toothless going well for us? The Pilgrims and Indians Jesse Biter is the president and CEO ofgrin, showing gratitude towards others is who celebrated the first Thanksgiving feast HomeNet, Inc. He can be contacted atquite simply a fundamental component of had little to be thankful for. The first terrible 866.239.4049, or by e-mail athealthy human interaction. Saying “thank winter had not been kind to the settlers, taking jbiter@autosuccessonline.com. We need them. They need us. We need you. It’s that simple. ® ®november 2006 9
    • sts fos ls ms sf fis BrianTracy sales and training solution The Treasury of Quotes Leadership Manage by objectives. Tell people exactly Character/Integrity/Honesty Integrity is the most what you want them to do and then get out Be absolutely clear about who you are and valuable and respected of their way. what you stand for. Refuse to compromise. quality of leadership. Always keep your Manage by responsibility. It is a powerful Integrity is the foundation upon which all word. way to grow people. other values are built.Leadership is the ability to get extraordinary Reinforce what you want to see repeated. Truthfulness is the main element ofachievement from ordinary people. What gets rewarded gets done. character.Become the kind of leader that people would Overcoming Failure Deal honestly and objectively with yourself;follow voluntarily, even if you had no title Remember, you only have to succeed the last intellectual honesty and personal courage areor position. time. the hallmark of great character.Leaders think and talk about the solutions. Incorrect assumptions lie at the root of Character is the ability to follow throughFollowers think and talk about the every failure. Have the courage to test your on a resolution long after the emotion withproblems. assumptions. which it was made has passed.Respect is the key determinant of high- It is not failure itself that holds you back; it is Confidence on the outside begins by livingperformance leadership. How much people the fear of failure that paralyzes you. with integrity on the inside.respect you determines how they perform. Most people achieve their greatest success Customer ServiceThe three “Cs” of leadership are one step beyond what looks like their greatest Everyone is in the business of customerConsideration, Caring and Courtesy. Be failure. satisfaction. Who are your customers andpolite to everyone. how are they doing? Never consider the possibility of failure; asGoals/Goal Achievement long as you persist, you will be successful. The purpose of a business is to create andAn average person with average talent, keep a customer. All business activities mustambition and education can outstrip the most Failure is a prerequisite for great success. If be focused on this central purpose.brilliant genius in our society, if that person you want to succeed faster, double your ratehas clear, focused goals. of failure. You keep customers by delivering on your promises, fulfilling your commitments andThe establishment of a clear, central purpose Keys To Successful Selling continually investing in the quality of youror goal in life is the starting point of all Think of yourself as a resource to your relationship.success. clients: an advisor, counselor, mentor and friend. If your job is customer satisfaction, your realGoals in writing are dreams with deadlines. job title is Problem Solver. The only pressure that you use in a professionalCommitting your goals to paper increases selling presentation is the presence of silence Offer your customer a long-term relationship,the likelihood of your achieving them by after the closing question. then do everything possible to build and1,000%. maintain it. Concentrate on the activities of prospecting,Success equals goals; all else is presenting and following-up; the sales will Express your admiration for the traits,commentary. take care of themselves. possessions or accomplishments of your customer. Little things mean a lot.Rewrite your major goals every day, in the Make a habit of dominating the listening,present tense, exactly as if they already and let the customer dominate the talking.exist. Approach each customer with the idea ofManagement helping him/her solve a problem or achievePeople are your most valuable asset. Only a goal, not of selling a product or service.people can be made to appreciate in value. Telling is not selling; never make a Brian Tracy is the chairman and CEO of Brian Tracy International. He can beThe most powerful and predictable people- statement if you can phrase it in the form of contacted at 866.300.9881, or by e-mailbuilders are praise and encouragement. a question. at btracy@autosuccessonline.com. 10 www.sellingsuccessonline.com
    • Ever wonder where your support goes after your bank merges for the third time?We’re dedicated exclusively to your business. When you choose Chrysler Financial for your wholesale and retail financing needs,you’re choosing a company that has done just one thing for more than 40 years. Automotive financing. From customer retention and financial andsoftware to real estate loans and E.L.V.I.S., our people, products and services are solely dedicated to helping you sell and finance more vehicles. financeIn fact, we’re completely invested in your long-term success. So you don’t have to wonder whether we’ll be there for you in the future. Chrysler Financial is a business unit of DaimlerChrysler Financial Services.
    • fs feature solution The Internet Making the CoryL.Mosley Sales Trifecta Investment and JeffBonnell Training - Technology - Merchandising Seeing the Results There are astounding sales and profits • The number of leads you pay for each focused on relevant messages. marketing messages that appear - or fail to are published in Web sites on an ongoing capable to comfortably receive and play available to dealers who are willing to month from third party providers. appear - in a dealership’s site. It is essential basis without fail. Internet video marketing messages. make the investment in the proper training 3. Make your Internet strategic that each facet of a site be managed to create of Internet personnel, which is a crucial • How much money you spend on your sequence e-mail to phone and phone opportunities for the site to pique the interest Once automated or dealership-assisted Web A Little Overview Can Help ingredient in any successful Internet Web site. to showroom. of a visitor, and compel them to volunteer site merchandising content is competently You Understand operation. Kim Wigder of Wigder Chevrolet information, such as name, phone number appearing in your Web site, the next Roughly 10 years ago, when the Internet in Livingston, N.J. was experiencing • How much money you spend on 4. Use targeted marketing instead of and e-mail address. technology front for dealership Internet emerged in popular culture, a dealership had lackluster results, as far as online sales online marketing, such as pay-per- Web blasting. profits is centered around amplifying the an advantage by simply being there. Five where concerned. They decided to make the click advertising or banner ads. Dealer principals and general managers power of the merchandising message years ago, a dealership that could bring their investment in specialized training. 5. Use control questions to create more that are engaged in the evaluation and through the application of online multimedia inventory to customers online set the bar. • How much money you spend on base appointments. implementation of successful tactical presentations. Two years ago, the dealership that jazzed “We had leads, personnel, a Web site and salaries, health, 401k, and payroll Internet marketing can positively improve their visitor with a piece of glitzy animation even an advanced CRM system, but it taxes for Internet personnel. 6. Secret shop the competition. the performance of their Web site by aligning The perfect example is the addition of talking got the oohs and aahs. wasn’t until we invested in Internet training the resources - either advertising agency, car pages made by Flemington BMW. specifically that we were able to realize true • Add all of these numbers together and 6.5 Remember that success online starts dealership personnel, or Web site vendor - to Today and tomorrow the dealership The technology they employed combines success in our BDC. Now sales, appointment then take your store’s average front at the top. consistently and completely maintain their that stands to profit most will do all the their pre-owned inventory data feed, some shows and close ratios are stronger. Grosses and back end gross. Then, pair that Web site marketing messages. prerequisites with ease. They will use carefully written marketing copy for each are up $689.00 per copy and we’ve become with the amount of service income technologically advanced multimedia car, and the employment of a text-to-speech first in our zone,” said Wigder. generated by the average number of production to breathe life into their online Bridging Technology, Merchandising, Utilize Technology to Leverage generator. Add the programming to create a customers you sell on the front end sales presentations, and will have lined and Marketing Merchandising and Marketing Impact spoken audio file for each car, set to music “In my opinion there is no additional piece and retain in your service department. When you zero in on the single most The Internet has been evolving for years to tug at the emotions a bit and their talking up the trained professionals to ensure that of technology we could have purchased Then, consider how much it costs in important technology piece a dealership and will continue to evolve. For now car pages with music has increased used car their online marketing messages use the that would have made the impact that the lost “right now” referrals and repeat utilizes – its dealership Web site - you and the near future, we are witnessing leads by 17 percent. Beautifully enough, an technology everyday to say the right thing. training provided. We also continue to business to have 80 percent of those provide refresher training to our sales staff leads you generate through all of often times expose a little quagmire, where the “technology of marketing” bring the MP3 is made for each car automatically, in and ongoing outside coaching support to our your Internet channels mishandled the lack of training negatively impacts the opportunity to dealerships to do a better, and both English and Spanish. BDC staff to maximize and increase results,” on a monthly basis. tremendous benefit a dealer’s own Web site much more exciting, job with their online said Wigder. can - and should - offer. merchandising. Now dealership sites are just beginning to 6.5 Ways to Sell More Cars Online take advantage of technology and vendor Dare to Compare 1. Make sure the dealership is prepared Utilize Training to Leverage Technological Doing a better job at online merchandising services to bring video presentations to Web Cory L. Mosley is the founder & CEO means several things. It means getting set sites that reinforce the dealership’s brand of Mosley Automotive Internet Training Getting real about the decision to implement for a minimum of 60-days worth of Merchandising Opportunities Group. Jeff Bonnell is the Principal of a training program at your dealership means follow-up. Sales and profits from a dealership’s Web site up – either through vendor arrangements and synchronize with a dealerships week- MJM Internet. They can be contacted at realizing what it costs you to not invest in are maximized or minimized by dealership – or with dealership personnel to ensure that to-week advertising campaigns. Visitors to 866.883.5005, or by e-mail attrainingtraintrain ngtrainingtraining training. Consider this equation: 2. Create a branded template library and vendor personnel who control the a variety of strong merchandising messages a dealership’s site, in synch with that, are mosley.bonnell@autosuccessonline.com. t technolog n g ng “We had leads, personnel, a Web site and even an advanced CRM system, but it wasn’t until we invested in Internet sales training specifically that we were able to realize true “The Internet has been evolving for years and will continue to evolve. For now and the near future, we technologymerchandising m merch is g are witnessing the ‘technology of n success in our BDC. Now sales, appointmentmerchandisingm s shows, and close ratios are stronger. Grosses are up $689.00 per copy and we’ve become first in our zone...” marketing’ bring the opportunity to dealerships to do a better, and much more exciting, job with their online - Kim Wigder, Wigder Chevrolet merchandising.” 12 www.sellingsuccessonline.com 13
    • sts fos ls ms sf fis ScottJoseph marketing solution Scott’s Individualized Consultation Transcripts, Part 5 John (real name more monster overnight success stories than you need to. First, increase your phone, omitted to protect the you can possibly believe. Internet and walk-in traffic. Second, increase store’s identity) is the your retention rate, and third, improve your owner of a Chevrolet Marketing strategically is, has always closing percentage. dealership on the East been and will always be the single greatest Coast. His customer business lever of them all. It’s the ultimate J: We try to do all these things now.satisfaction scores are above average but wealth-building tool you could ever possess.sales are flat. S: Great. Don’t forget the third key category Most people who seek to make a change that will have the biggest impact on yourIn this consultation, I gave John a wide range in their dealership mistakenly begin on the store’s performance is your ability toof innovative ways to approach prospects, tactical level. If you do this I can almost optimize and get the highest and best resultshowed him how to resell existing customers, guarantee you’ll get mediocre results. from a situation, action or effort.and told him how to word a compelling Ignoring the importance of strategy is similarmessage to convert his “deadwood” into to someone repairing a New Orleans home Let’s talk about what you can do to increaselive buyers. destroyed by Hurricane Katrina and putting your phone, Internet and walk-in traffic. And in a new carpet without repairing the roof at the same time I can give you suggestionsIf you want to reach more prospects or first. on how to optimize some of the things youconvey a stronger and more compelling are currently doing.message read this transcript. Your strategy is your overall plan and the tactics are the means to the end. On the other J: Great.(Continued from October 2006 issue of hand, if your dealership’s growth formulaAutoSuccess…) begins and ends merely with strategies and S: To increase your traffic, there are 12 never gets to the level of tactics, it’s like an universal rules: Referral systems, AcquiringScott: I like the fact that you are so aggressive architect handing someone a blueprint and customers at break-even up front and makingtrying to sell more cars. I want to make saying, “Your house is done.” Does that a profit on the “back-end,” Guaranteeingsure you get what I’m talking about when make sense? purchases through risk reversal, Host-it comes to your mindset because I want to beneficiary relationships, Advertising,make sure you don’t fall into that trap and J: Yes, it makes perfect sense. Using direct mail, Using telemarketing,give up on everything 30 to 60 days after this Running special events or informationconversation. S: Good, because everything starts with a nights, Acquiring qualified lists that more mindset and philosophy that is a long-term effectively target your prospect, DevelopingAlmost every dealership I’ve ever worked growth strategy and produces big results a Unique Selling Proposition, Increasing thewith was massively under-utilizing their now. Are you ready to get specific on a perceived value of your product or serviceresources when I got to them. You are, too. If strategy that will make your store the best through better client education and UsingI can open your mind to taking advantage of Chevrolet store in the Northeast? public relations.some of the assets you already have, I thinkyou’ll find it easy to sell a lot more cars. J: Now you’re getting me excited. If we can J: We do some of these and there are otherDoes that make sense? come up with a good game plan I know I can things you mentioned that I have questions motivate my people to follow it and carry it on.John: Sure. out. It just has to make sense to me and them. What we’ve talked about makes perfect S: What specifically?S: OK let’s start to talk about the importance sense to me. I’ve just never really thoughtof a great marketing strategy. In the about my dealership this way before. J: What do you mean by guaranteeingmilitaristic view there’s a big difference purchases through risk reversal, host-between strategy and tactics. Strategy is the S: The reason the marketing strategies I lay beneficiary relationships and developing ascience of planning and directing large-scale out are so successful is because they follow Unique Selling Proposition?integrated objectives. This is different from universal rules of business today. And whentactics, which involves the most skillful something is a universal rule, it works S: Great question. Let’s start there.methods and arrangements of your resources, ALL the time. These strategies, tactics, andweapons and forces in order to gain the implementation methods are guaranteed to Over the next several months the rest of thismost complete, substantial, successful and work for YOUR dealership as well. Do you private consultation will be printed. If youoverwhelming outcome possible. Strategy remember what the three goals are to grow would like it in its entirety now please e-maildrives all tactics. your dealership? Scott Joseph at the e-mail below.I know this sounds overly simple, painfully J: Absolutely. I need to increase my activeobvious and ridiculously transparent, but I customer base, transaction value andurge you not to overlook their significance frequency. Scott Joseph is the president of J&Land the impact they can have on your Marketing, Inc. He can be contacted atdealership. Realize the key distinction S: Great. Let’s start with increasing your 866.429.6846, or by e-mail atbetween strategy and tactics has produced active customers. There are three things sjoseph@autosuccessonline.com. 14 www.sellingsuccessonline.com
    • sts fos ls ms sf fis DeliaPassi sales and training solution The New Playing Field: Today’s Women’s Market Sales person Rick For another, there’s an even larger payoff as even more decisively not only as buyers, escorts prospective well: Once you can effectively sell, market but also as gatekeepers and deal-breakers. customer Sandra to the to and retain women customers, you’ll have Clearly, we are well past the era of the door and shakes her the tools to sell anything better to anyone. dependent woman, whose access to financial hand then turns back Men may not need the extra attention - but wherewithal and purchasing decision- to his office. will appreciate it. And almost any target making was more passive and secondhand. market you can name demands attentive The new breed of woman consumer todayRick (to himself): “That went great. I adjustments to their way of shopping, is educated, informed and more empoweredmanaged to hit every selling point and ask deciding and buying. Think minority than ever.all the important questions. I’m sure she’s markets. Think ethnic markets. Think Babyconfident that we’ve got what she wants. Boomers. Think seniors. Think about it - Tips for Car Dealers:She’ll go home, get permission from her That means a lot of new business. 1. Get your business in order first. Thathusband and probably bring him back and means making sure your showrooms andsign the papers. If I don’t hear from her by Now whether she likes the sales experience your environment/individual offices arethe end of the week, I’ll follow up.” or not, eventually she’s got to buy from women-friendly. someone. But when given a choice, a womanSandra (to herself): “What a waste of time, will go out of her way to do business with 2. Create a business and marketing planand like I have time to waste. I don’t think someone who provides the experience she to increase your business among women.he listened once to what I was saying, or prefers. Dealers who made the effort to create a planmaybe he was too preoccupied trying to get have increased their sales among women upthrough his pitch. I hope I find someone soon What does this mean to you? As a sales to 50 percent.who will be the right person to help me find person, you can create an advantage for yourthe right car and the best deal. This is so product by providing an experience that can’t 3. Put your active listening skills into highfrustrating.” be found at your competitors. Being the first gear. Women claim that they are often “not one on your block to master the technique of heard” or understood.Selling is a communication process. selling to women is also more valuable thanCommunication means the transmission her business alone. Let’s face it: women 4. Be patient. Recognize that women takeof ideas or information. With women, the talk. They like to share stories and compare more time in the sales process. Use this timecommunication process becomes a bit more notes. They care about sparing their friends to learn more about her.complex than just making your pitch or or family unpleasant experiences.gathering information. Selling to women 5. Build trust with your women clients. Thatis harder than selling to men. Women take The New Woman Customer means returning her calls the same day,longer, need more input, expect more Women today have the discretionary and calling her quarterly just to connect, createattentive service, require more follow-up disposable income to buy much more of anywhere from five to 10 points of contactand more. I’ve heard the same story over whatever they want. They are the largest and throughout the year which can includeand over: Women are far tougher customers best growth market out there - and they are newsletters, e-mails, holiday cards, etc. Theto do business with, and they demand more never going back to the way things were. more valuable the client, the more points ofservice than men. contact. The growing ranks of well-educated womenSo why bother? By now you already know are the ones who will go on to become the 6. When selling to women, exceedthe drill. For one thing, anyone who succeeds high earners in their professions, and in expectations and build your business throughin selling and servicing women customers corporate America. Right now women hold loyalty and referrals.will tell you that the extra effort will pay you the majority - 50.5 percent - of managementback in multiples. You could say that 1 + 1 and professional jobs, according to Catalyst,= 3. That means, sell well to one woman and even though they make up only 46.5 percentshe will reward you with her business, her of the U.S. labor force. Delia Passi is the president and CEO atloyalty (more business) and probably a large MedeliaCommunications. She can benumber of referrals to other women (and the That spells serious money to spend. Now contacted at 866.883.4953, or by e-mail atbeat goes on). that their lives have grown, women act dpassi@autosuccessonline.com. 18 www.sellingsuccessonline.com
    • sts fos ls ms sf fis DavidThomas sales and training solution The page came on a Top Gun walk-around demonstration, I paused to ask Prospect is now Tom Cruise commanding his hot Tuesday afternoon. him a few key questions to determine what sport coupe down the avenue. It was probably “David Thomas to was important to him and focus on his areas the first time he had smiled in months. He sat the reception area of interest. Style, sportiness and comfort a little taller in his seat and blurted out, “This – customer waiting.” were his responses, which instantly became might just work!” I quickly greeted a the theme of my presentation.gentleman, who looked to be in his mid- How long do you think it took me to close thatforties, with a slightly sad look on his face. Next, I invited the prospect to sit and enjoy deal? Do you set the stage for an enjoyableHe explained that he recently got a divorce the soft, supple leather seating, the real test drive? A powerful product presentationand he wanted to get something exciting to wood maple trim, and the quiet but powerful will carry momentum and enthusiasm intodrive. “I want to get back in the fast lane,” automatic climate control system. I routinely the close. Captivating the prospect’s attentionhe said. I deduced that he probably also placed my own CD magazine loaded with a makes them less likely to shop around, andwanted to get back into the single life and variety of movie soundtracks in the 12-disc easier to close.wanted something fun, and maybe a little player, waiting for the opportune moment toflashy, to announce his available status. His turn it on. As a kid, one of my favorite shows wasfour-door family sedan wasn’t the image he Monte Hall’s “Let’s Make a Deal.” The gamewas going for. His first question was, “What Now, the fun begins – the ultimate test drive. show models could make a $10 toaster lookdo the ladies like?” I prompted him to look We pull out of the dealership and turn right better than a new car. That is where I learnedat a Lexus SC400 Sport Coupe, and we on Lemmon Avenue (right turns are easier). about presentation skills.proceeded to the pre-owned area and picked Mr. Prospect is moderately accelerating froma rally-red SC400 Coupe to test drive. 0 to 40 mph, but about the time he hits 2nd On a recent shoe-buying venture, I visited gear, I activate the renowned Nakamichi CD a large discount shoe warehouse. WhenI started the engine to allow the car’s interior system to disc two, track one, and the theme I finally found a clerk, they tossed me ato cool before our test drive. During the music to “Top Gun” came in full force. Mr. box and mumbled, “see if those fit” before lumbering away. Needless to say, I wasn’t there very long. A little while later, I visited the men’s shoe department at Neiman Marcus in Dallas. If you want to see great presentation skills, go to Neiman’s and try anything on. Not only do they lace up both shoes for you, they offer their continued assistance while bearing a chrome shoehorn, a smile and a compliment on your selection, and you “test drive” your shoes on the thick pile carpet. Did I pay more? Yes. Did I mind? No. I > Scott Haynes, Penske Chevrolet and Honda enjoyed the outstanding service and the enthusiasm. IMN Loyalty Driver™ is a turnkey e-marketing service that drives interest, sales and customer loyalty. Customized, Ask Yourself: trackable email communications provide tangible results • Are you exciting and enthusiastic? If for dealerships across the country. A couple of examples: you are bored, they are bored. • Do you get their senses involved? • 15 test drives scheduled within the first hour after Look, touch, feel, smell. an IMN Loyalty Driver e-newsletter was sent. • Are you differentiating your product? • Web traffic spiked to 2.5 times its normal rate Yourself? Your dealership? How? after a dealership’s first e-newsletter. • Are you asking the right questions? Looking for results like these? Call 866.964.6397, ext. 214 What are their needs and wants? or email ASGSales@imninc.com. • Are you listening to their responses? Drive customers in…For sales, for life. • Are you user-friendly? • Are you treating them like a guest in your home? David Thomas is the owner of Subaru 866-964-6397 imnLoyaltyDriver.com of Dallas. He can be contacted at 866.429.6803, or by e-mail at dthomas@autosuccessonline.com. 20 www.sellingsuccessonline.com
    • sts fos ls ms sf fis SeanWolfington leadership solution True Leadership: Making a Difference Leadership involves 12. Practice these principles in all aspects of still suffer, empowering them to become empowering and life. future leaders. That’s making a difference in equipping colleagues the world, one life at a time. with a solid foundation What awesome roles of leadership these of virtues to handle anonymous individuals have become for Sean Wolfington is the general manager of life’s challenges. But the world. Loyal leaders who are but trusted BZResults.com, an ADP Company. He canas with any effective development program servants with one primary mission: to carry be contacted at 866.802.5753, or by e-maildesigned to bring about a desirable and the message of faith and hope to those who at swolfington@autosuccessonline.com.lasting result, it starts with a vision and comesto fruition through steady and continuingprogression.I remember discovering the news that a Work Smarter. Market Smarter.friend was suffering from an addiction andhad reached the point of realizing that his lifewas out of control, and he needed help. Heinformed me that he had found a group ofmen and women who share their experience,strength and hope with each other that,together, they may solve their commonproblem and lead others to recovery.Out of my concern for him, and a littlecuriosity, I probed into the resource fromwhich he was seeking guidance. To mysurprise, I discovered an organization withtremendous results-based success, managedby a courageous group of true leaders whohave dedicated their lives to the service andcommon welfare of people in need. Theorganization’s core values and beliefs providepoignant illustrations for building leadershipqualities and can be translated into a blueprintfor personal development for all of us.Twelve Principles for Personal Development1. Realize that there are areas in your life thatare out of your control.2. Believe there is a Power greater than you.3. Surrender your will to the care of yourCreator, as you understand Him.4. Take a thorough and fearless moral MarketView360 is a hands-free, intelligent multi-channel marketinginventory.5. Admit to yourself and to another person system that automatically sends targeted email, voice broadcast, textthe exact nature of your flaws. and direct mail marketing messages to 100% of your customers based6. Humbly ask God, as you understand Him,to remove your shortcomings. on an algorithmic formula. Let MarketView360 do all the work for7. Be entirely open to the merciful and you, so YOU can focus on the right things; boosting sales, generatingmiraculous removal of defects of character.8. Make a list of all persons you have service & parts revenue, and keeping profitability at a maximum.offended, and be willing to make amends.9. Make direct amends to such peoplewherever possible, unless to do so would Call 1.866.591.4238 orcause harm to them or others.10. Continue to take personal inventory and visit www.marketview360.comwhen wrong, promptly admit it. to find out more about MarketView36011. Seek, through prayer and meditation, toimprove your conscious contact with God, asyou understand Him, praying for knowledgeof His will and for the courage and strengthto fulfill it. The Most Intelligent Multi-channel Marketing System On The Planetnovember 2006 21
    • sts fos ls ms sf fis DavidKain marketing solution Just Give Me Five Minutes - I’ll Show You How to Get Appointments Some things in life are in working with multiple dealerships is that and over because most of your competitors simple, and others are a these are few and far between. are simply making the call to prove to bit more complicated. themselves that the customer is not really When it comes to Getting someone to answer the phone interested. Be prepared and optimistic and talking to strangers, is definitely part of the “science” of the you will do much better on the call. befriending them and process. The best thing to do is to call asselling them a $40,000 vehicle, one would soon as you respond with your personal e- Take Your Timehave to guess that this action would fall into mail. The hope is that you catch them when Recently I was at a dealership that uses call-the “complicated” category. The fact is, if they are actively shopping online. However, tracking technology and the dealer principaldone correctly, it is actually pretty simple and some lead providers scrub their leads, which shared with me that since they have beencan be done in about an hour. Comparatively, may take extra time for you to receive it and measuring their calls they are finding thatI think selling an appointment to come in and the customer may already be offline. Some when their calls generally last two to threetest drive a vehicle is actually more difficult. Internet managers believe there are key times minutes they set fewer appointments forHowever, I have found that if you are willing that you should make the calls to have the sales and service. However, when the callsto spend five minutes or more building best chance at catching the customers. These lasted an average of five minutes or longer,rapport and really showing a genuine interest include around 9 a.m. when they first get to the appointment setting rate was two to threein the prospect, setting an appointment is not work if it is a business number, lunchtime at times greater. By taking the time to buildthat hard. home or work and then early evening. rapport and show genuine interest they find the prospects much more receptive andAsk any veteran car sales person and they Be Over-Prepared willing to come in for a test drive. It remindscan verify that selling vehicles is a mix Preparing for the call is essential. Before you me of the old saying “they don’t care howof art and science. The art is in building rush to pick up the phone and dial, find out as much you know until they know how muchrapport, earning the trust of your customer much as you can about the prospect and what you care.”and persuading them to let you sell them a caused them to generate the request for price,vehicle. The science is in the preparation information, trade value, etc. Research the Most call scripts are designed to be brief, which– knowing your product, knowing your lead by checking their name in your DMS is truly a design problem. The call should takeinventory, understanding what your or CRM database to determine if they are a as long as necessary to serve the prospect’sdealership processes are for handling trades previous sales or service customer. Next, needs without being too long to bore them.and financing and how you can use them to check where the lead came from and then There is a balance and that is where you havebetter assist the customer. duplicate the path if you can to see what the to blend art and science and hone your skills. customer was exposed to before they clicked If you have call-tracking technology, startIn my own experience, I think it is easier to “submit.” You may find that the customer is measuring the time and see if the results forsell a car to someone at the dealership than expecting certain things from your dealership you are similar. If you don’t, then just use ait is to sell an appointment to someone who that the Web site they visited promised you clock or watch and see for yourself the benefitsinquires about a vehicle over the Internet. would deliver. By understanding what they of warming up the customer and exceedingAt the dealership, the customer has shown expect, you will do a better job in meeting their needs on the call.clear physical intent to purchase by showing their expectations. Make sure you know ifup. Additionally, you have the product right you have what they are looking for or if youthere and in a variety of colors and equipment have to locate a vehicle. Also, it is importantto motivate them to test drive and fall in love to read their comments if any and to seewith it. With an Internet lead, you first have if they have identified a trade-in. Thinkto get them to respond to your e-mail and through what you are going to say and how David Kain is the automotive Internetthen you have to get them on the phone so you intend to build rapport and then make training specialist at Kain Automotive, Inc.you can start trying to talk them into coming the call. He can be contacted at 800.385.0095, orto the dealership. There are some who will by e-mail at dkain@autosuccessonline.appoint via e-mail but my own experience Being over-prepared will reward you over com, or visit www.kainautomotive.com. 22 www.sellingsuccessonline.com
    • sts fos ls ms sf fis DixonJudd sales and training solution The Perfect Way to Consistently Find More and More Clients If you want to to these levels by having an adaptable qualified clients. Many times these can be continuously find new system in place to bring these clients to you demographic groups that are easily identified clients to grow your consistently. and when approached have a much higher business, then you will rate of needing and using your services need a plan that allows This will take most professionals one to three than the masses. Examples of these types of you to intersect with years to build momentum in these two areas groups would be:people who want and need your services, at the to the point that a predictable flow of businesstime that they actually need your services. can be established. This is where most people • First time vehicle buyers fail. Having a correct understanding and • Long-time vehicle owners for 10+Building a long-term career in sales involving expectation of this phase of your business will years, and are looking for a newera plan that starts with your own personal prevent you from making the mistakes that modelinvolvement. This is why it is important to cause so many people to fail. Most people get • Parents that are looking to get rid ofknow your personal goals in detail, to the side tracked somewhere along the way of this their minivan, now that the childrenpoint that they are actually exciting and first stage that we will call “The Momentum are out of the housemotivating. Then, managing your time and Build Up Phase.” They either stop addingprioritizing these activities to make sure that new clients (this usually takes the shape of There are dozens of other proven nichesyou are pursuing them consistently, ensures celebrating the current success and spending that people have added successfully to theirprogress. Understanding the key ingredients 110 percent of the commission before it is business.in order to have a valid client lies in two received.), only to run dry when their currentcomponents, desire and ability. One without pipeline closes. Then they have to rev up the The final stage of building your business isthe other does not produce a successful engines and start the building process all over referred to as “The Mastery Phase.” Thisclosing. again and again. This creates burn-out and is the ultimate goal of every professional. It frustration very quickly. The other pitfall is is the stage where your business will sustainHow do you build the perfect system to they start going after every lead generation itself without your daily involvement. This isgenerate more and more clients consistently? activity that catches their eye. In a six month the reward of those who have followed theWith a written plan, you will start with to one-year time frame, they have tried four growth plan outlined here: One to three yearsbuilding on foundational pieces - a plan that to five different lead generation strategies but of momentum build up, two to four years ofhas one main area of focus that you have an have not stayed with any one of them. This does business maintenance and cultivation thatinsight or deep interest in. This will enable not allow enough time for seeds planted to be will produce a self-sustaining business foryou to build a main pillar of business that will cultivated and harvested. Time, effort, money the long term.return dividends for your entire career. It is and enthusiasm spent on these revolving leadsimilar to a doctor or attorney selecting an generation activities cannot be monitored or This is when a practice becomes a perfectarea of expertise. Thinking longer term will measured for their return on investment and, operation. Whether you build a team, angive you the perspective to choose an area that therefore, are usually wasted. office or an entire company this will yield theyou will be very passionate about. As these opportunity to enjoy a business that can be anare deep areas that require an investment of The most successful professionals who annuity for many years, or a business that cantime, energy, resources and a commitment dominate their fields have a plan that, at its be sold for a value many times greater thanto becoming an expert they will not be areas core, focuses on one main area of expertise the actual business volume. Congratulationsthat you change in and out of. and a solid, consistent past client/sphere of on building “The Perfect Way To Finding influence program. Then and only then do More and More Clients.”The second foundational piece is to have a they look to add additional lead generationsystem to capture the repeat and referral systems to this foundation. This is usuallybusiness that your past clients and your sphere during years two to four that we will callof influence can provide. An ideal business “The Maintenance Phase.” You can add Dixon Judd is a Partner in Your Successwill have 70 percent of its business coming niche marketing or go after demographic at Performance Resource Group. He canfrom past clients and sphere of influence. lead generation systems that have a much be contacted at 866.883.4916, or byThis is only possible and can be accelerated higher success rate of consistently producing e-mail at djudd@autosuccessonline.com. December 12th & 13th New York & New Jersey 26 www.sellingsuccessonline.com
    • We stand out in the crowd. 1.888.695.4278 • sales@highergear.com www.highergear.com Showroom Customer Relationship Lead Management System
    • sts fos ls ms sf fis MarkTewart sales and training solution Selling the Difference Cars, dealerships that to not only connect with people, but to and sales people can sell your difference. Relate to customers in a be commodities. personal way that shows why they should do As a sales person, business with you. your job is to move everything you do and If you are new, sell the difference of how everything you have towards being a non- they benefit from that. Show your eagerness commoditized item or service. You must sell to please and go beyond what most veterans your difference. would do. If you are a veteran sales person, sell your knowledge and experience in how When making a decision, customers look for that will make their life better. Let me say that deciding factors. Being able to know what again – “Make their life better.” That’s your the differences are and then helping the job – to make their life better. People don’t customer know what they look like, sound buy a car from you because they thought you like and feel like is your job. Customers were going to take them out of their car, put don’t spend an hour with you and say, “This them in a worse car, with more mileage, and is exactly the vehicle I’ve found everywhere, worse terms and give them less knowledge, the dealership is exactly the same as every service or experience. TLC – Think Like a other one I have seen, your presentation Customer, not a sales person. was the same as every sales person gave me and the information you have given me is Ask lots of questions. Find out what they identical to everything else I have received, liked while they shopped and bought before. so I want to do business with you.” Find out what they have not liked about shopping and buying a vehicle. Don’t assume People make buying decisions by matching that your uniqueness is enough. Package up what they know or think they know to your uniqueness in a way that is appealing what you give them and then by finding what to the customer. People buy products every they did not know or understand. The first day because of the packaging. How do you step is to match up with their thoughts and present your package? How do you dress? belief systems. If they don’t connect with What kind of questions do you ask? How who you are and what you give them, they do you present? If your customer shops five won’t buy from you. Although that’s a big dealerships, will they have absolutely no part of selling, it’s only the first half. The choice but to choose you if the sales person deal maker is making sure you stand out with truly makes the difference? your positive difference. Write down every criterion a customer Go back to the 3Ms – Money, Me and consciously and subconsciously considers Machine. What makes your vehicle unique? about you and any other sales person when If nothing, what makes your dealership they buy. Rate yourself honestly from 1-10 unique and the better choice? If you still on each. Then have someone else rate you say nothing, you better go on a mission to on each from 1-10 on each. Once you have find something. When you have the answer, an accurate assessment of your position you always ask yourself deeper questions about can now create a game plan to improve on your answer, such as “How?” and “Why each one. Break your plan into small chunks. is that so?” Be concise and specific and be Make your growth and improvement emphatic with your statements. Conviction plan gradual and consistent. Consistent = creates confidence and confidence sells cars. Persistent. When you see the improvement If you are confident, it will be evident. in you, your customers will too. You make the ultimate difference in everything. The last of the 3Ms is ME. Me means YOU. What about you personally will make you the unique and better choice among sales Mark Tewart is the president of Tewart people? Nobody on earth is the same; we Enterprises. He can be contacted at all have our unique experiences, talents, 866.429.6844, or by e-mail at abilities, personalities and thoughts. Utilize mtewart@autosuccessonline.com.28 www.sellingsuccessonline.com
    • sts fos ls ms sf fis MichaelYork sales and training solution The Now Law of Time and Management...Carpe Diem Carpe Diem. It’s about The power of understanding time tells attention to the instructions. all the Latin I know. most top performers and high achievers that TIME IS BEYOND OUR ABILITY TO Here are a few items for you to consider I do love saying it. It MANAGE IT. during your busy schedule: just sounds cool. And it feels cool too. It’s “Time management” is a poor objective 1. Make Time for Life, not Just Workonly a couple of words, but in any language and a miscommunication. Time is oblivious Some clichés are true, like the one aboutit can’t help but add value to your day, and to to you and me, and our feeble attempts to “all work, no play” making you dull.your life, if you adhere to the challenge. harness it. “Me” management is a much Life and work are much better when better objective. There really is no such thing your tools are sharp. Lots of individualsSeize the Day. Grab it. Enjoy it. Maximize it. as time management. I’m sure you’ve at least have goals for work, but very few have heard that statement, but the real power is in written goals for their life and what theyThrow your arms around each day and give truly understanding it. want it to become or what they’ll getthanks for big things, little things, and all the from it.things we often take for granted. Seize the If there’s no such thing, why do individualsDay with a zest and zeal and a passion that spend countless hours and expend their 2. Take a Vacationresolves to get the most from it. energy each year sitting in training meetings Don’t be a martyr for the company. or seminars as companies and organizations You’ll get better results, at home andI love how one of my teachers once attempt to increase efficiency and at work, when you take the time todescribed it, “Michael, wherever you are - productivity by focusing on the completely re-charge your battery and get a freshBE THERE.” Squeeze every drop you can wrong objective. mindset. Never sell your vacation timefrom the experiences you’ll face today. or let it expire. It’s worth more than Time does not respond to anything you or money…it’s your life.How’s your day going? Hectic? Too fast? I can say or do to slow it down or speed itCan’t get everything done? Not enough down. Done any time traveling lately? 3. Simplifytime? Join the crowd. The common mantra Make your life and work easier, and theof today’s society is “I need MORE TIME.” Consider this: Long hours aren’t the best lives and work of those around you. measure of performance or results. WhatSome clichés are true, like all work and no are you actually accomplishing in the time 4. First Things Firstplay making you dull. Some, like “time is you’re “working?” Dr. Covey got it right in his book, somemoney,” aren’t. Time is so much more. And things that are urgent scream for ourif there’s one thing that most of the masses Good students of life and work understand time, while the really important thingsmisunderstand almost as much as money, the difference between spending time and in life can sit quietly in the cornerit’s time. investing time. One means it is gone forever, waiting for you to notice. Pay attention the other means it will continue to return to what’s important and not just whatHere’s a better question: How will you get rewards and results. seems urgent. One day you’ll be gladmore of it? you did…or wish you had. The next time you hear someone say “I don’tYou can’t. You’re already getting “the max.” have the time,” look them in the eye and tell If you’d like the rest of my short list onThe maximum time allowed by law is 24 them how special they really are. “You’re TIME and how to get the most from yourshours a day, seven days a week. That’s it. getting the maximum amount of time the law ,e-mail your request for the TIME LIST toYou’re getting right now the same amount allows!” All there is, as far as we know, is the address below.of time as anyone you consider wealthy or 24-7, and you’re getting it. The question is,special or successful. The same as Bill Gates. what will we do with it for the greatest returnSame as Billy Graham. And we know how on results for our life? Michael York is an author and professionalthey used their time right? speaker. He can be contacted at You choose. How can we get the most from 800.668.5015, or by e-mail atSound silly? It’s not meant to be, it’s wisdom the time we’ve all been given? It really is a myork@autosuccessonline.com, or visitand thinking differently. gift that keeps on giving, if we’ll only pay www.MichaelYork.com. 30 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JerryShroff sales and training solution Unify and Conquer Frequency Economies and Presence Increase Dramatically By uniting your Let’s look at ways to create a united front – by Rather than making your departments fight vehicle departments, combining departments, synching up media each other, unite your franchises, new vehicle developing a united and sending one message, thus avoiding the departments and used vehicle departments media buy and media and dealership clutter. into one campaign, and one brand – your sending out one united dealership group. message, you will notonly increase advertising economies and Combine Franchises and Departments A choir can be heard far louder and morefrequencies, but will see substantial sales When dealerships separate departments and effectively than a single voice.volume and profit increases. separate franchises, profits can suffer. Synch Advertising Media When making media buys, synch the media together in the buy. Do not buy newspaper ads one at a time while TV and radio spots here and there; buy them cohesively, ensuring that you are maximizing frequency with the strong message you have developed. A strong message is important – as important, and maybe more important, is ensuring that the message is heard. Frequency and impressions are the keys to getting the message heard. Your customers need to hear it, see it and react to it. Send Out One Message – One Campaign at a Time Just as you are combining departments for economies and synching media for frequencies, you should focus on one campaign or event at a time. By focusing on one event you accomplish a number of things. With one event, you are giving your potential customers a solid message to buy, buy now and to buy from you. With the frequency that you may achieve with your message, you give the customer an opportunity to hear it, hear it again, see it, and see it again. You put yourself in a position of causing that customer to act, and act on an emotional basis. If you send out multiple events and multiple messages, you risk having the customer maybe hearing it, maybe not – maybe seeing it, maybe not. You dilute and confuse your messages, giving you a far smaller chance of creating a customer that has become emotionally caught up in the event and comes to it with that buying excitement. One message, unified media and unified department and franchise spending allow you to sing louder than your competition, rise above the automotive clutter, and get your message out. Your reward is increased sales, happier employees and bottom line gross. Jerry Shroff is the president of GCS Automotive. He can be contacted at 866.883.9237, or by e-mail at jshroff@autosuccessonline.com. 32 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JeffMorrill sales and training solution Know When to Quote a Price Again and again, focus- 1. At all times, be upfront with ballpark group participants information about list pricing. If someone identify negotiating walks in the door and asks for the price of a as one of their least- used car, tell them the price and then keep favorite aspects of car going with the steps to the sale. If a new buying. They want car car, give them basic information about thedealerships to offer their final prices over price range between the least expensive andthe phone or on-line so they can streamline most expensive models and any customerthe comparison shopping and buy from the rebates, and then keep going with the stepscheapest store. Such a system is actually to the sale.disadvantageous for everyone - for you,because you aren’t always the cheapest store, 2. If someone asks for a discount, bypassand for buyers who might save 50 bucks (or the question with, “Rather than spendingmaybe not) and lose all the value in dealing the time on fitting the car into your budgetwith you and the benefits at your dealership. now, let’s make sure we have the right car first,” and keep going with the steps to theHere’s what often happens when you give sale.a final discounted price to prospects whoaren’t ready to buy today: 3. If someone absolutely insists they need a price today for the express purpose of1. They thank you and tell you they need to shopping your numbers, ask them, “If the“think about it.” price were the same everywhere you went, where would you buy it?” Assuming it’s2. Then they take your price to another from your store, tell them to come back afterdealership. That second dealership will find they get all the numbers in writing fromit easy to beat your price because there is other stores. Assure them that you’ll matchalways another $100 or more in a deal. or beat the lowest price. If they complain about the need to come back, say, “If you3. The customer will buy there because it’s wanted the best experience, then you wouldbeen a long process, they just want to get it just pay a fair price right now and we wouldover with, and that store is cheaper anyway. be all set. But you said you wanted the best price. You can get both here. Are you sure4. If you ever hear from the prospects again, there isn’t some way to agree on somethingthey will brag that they beat your price and fair today to avoid the brain damage forno, they don’t care that you gave them three everybody?”hours of your time on a busy Saturday. 4. If a prospect won’t buy today but insistsThe general problem with giving a discounted on getting final pricing, you can back theprice to a prospect who isn’t buying today is prospect off by explaining that you lovethat you give complete control to the prospect. your job but you like the negotiation partSpecifically, the prospect will make the final the least. “Approximately a quarter of thedecision to buy outside your showroom - the folks I help ultimately buy a car. If I had todecision will be made without you in the negotiate with 100 percent of my customers,room. You won’t be around to point out that I would quit. Isn’t it fair that we wait tothe other store is playing games or to point negotiate the price until you’re actuallyout that saving $100 is hardly worth giving ready to buy it?” Taking this personalup all the benefits of buying from you. You approach may help someone understandwant to be present when the decision to why it’s impractical to negotiate with everypurchase is made. If the prospect already has person who walks in the door.your final pricing information, why do theyneed you for anything else?The key is to postpone the discussion ofspecific discounts, trade-in values, andfinal pricing until the appropriate time - Jeff Morrill is co-owner of Planet Subaruat closing. in Hanover, Mass., and Planet Chrysler Jeep Dodge in Franklin, Mass. He can beSo when a prospect asks you for a price, contacted at 866.872.8699, or by e-mail atwhat are you supposed to do? jmorrill@autosuccessonline.com.november 2006 33
    • sts fos ls ms sf fis RalphPaglia marketing solution No. 1 eDealer: Courtesy Chevrolet Shares Success on How to Get E-Mails Delivered Through Spam Filters To p - a u t o m o b i l e important to understand that certain trigger 5. HTML vs. Plain Text E-mails: dealers in the nation words and phrases can cause legitimate e- Send Both will tell you that e-mail mail to be flagged as spam. A small sampling Due to the high threat of malicious e-mail- marketing is a vital and of such words is: Free, Guaranteed, Savings, born viruses, most major ISPs no longer cost-effective method Discount, Cash Bonus, $$$$, while supplies automatically load HTML graphics, and of communicating with last, Special Promotion, money back, and these e-mails tend to be deleted morethe Internet-savvy prospect. At Courtesy Savings. Be sure to thoroughly research frequently than plain text e-mails. Offer yourChevrolet we have the results to prove it. these word lists and other filter triggers. customer an optional text-based version ofWe have learned to leverage the marketing your HTML media, and offer your readers apower of the Internet to dominate our region, 2. Maintain Good Relations with ISPs choice of which format they wish to receive.and in a short time we’ve increased our sales It is critical that your dealership and e-mail Find a technology partner that believes in theby 380 vehicles per month while decreasing provider have a “good e-mail reputation” benefit of sending messages in both formats.our cost per unit sold. with the ISPs. When complaints have been lodged about your e-mails, routers can 6. Be CAN-SPAM CompliantAs with any new dealership process automatically block your e-mail servers, With new legislation in place, dealers need toinvolving technology, there are always resulting in a “blacklist” classification. pay close attention to bulk e-mail practices.obstacles. With the increase in popularity in Once your servers have been blacklisted, Failure to comply with CAN-SPAM canthe use of the Internet by consumers, came you will be unable to deliver and process result in criminal and civil penalties. Readan influx of undesirable junk e-mail. Recent your legitimate e-mail. Any dealer that up on this Act in more detail and review yourreports indicate that spam accounts for over has mistakenly been put on an ISP blacklist dealership’s e-mail policies.half of all e-mail traffic, and an abundance knows how burdensome it is to get off. It isof e-mail filtering devices are springing up imperative for both your dealership and your At Courtesy Chevrolet we believe that theeverywhere, from the desktop to the Internet e-mail provider to remain in good standing Internet is one of the most powerful toolsService Provider (ISP), to combat it. The with ISPs. available to our staff, and that the integrity ofproblem is that a large portion of legitimate, our e-mail marketing is critical to the futurepermission-based e-mail messages are 3. “Blacklist” Defense success of our dealership. The fact is thaterroneously blocked by these anti-spam If you suspect that your dealership may spam is here to stay, and the plethora of filtersfilters, a number that continues to steadily already be on a blacklist, simply go to www. in place will continue to be necessitated. Atincrease. openrbl.org and type in your domain name. Courtesy Chevrolet, we continually monitor The site will do a quick check against its and research spam filters to discover newE-mail communication is critical for today’s database of major blacklists, and within avenues and methods to obtain a higherauto dealer, so anything that disrupts this seconds will be able to tell you which, if penetration of e-mail deliverability. Wechannel is a hazard to the success of your any, of the blacklists your Web site(s) are work with our e-mail provider, using theirbusiness. Whether you are new to digital on. Another useful resource that will allow best practice guidelines to obtain the highmarketing, or an expert at managing your you to check your status on blacklists can marketing standards set by our dealership.database, the following best practices will be found at www.senderbase.org. If you find With the right technology, the right tools andincrease the odds that your e-mail campaigns yourself blacklisted, visit the Web site of the the right processes in place, we are able towill successfully reach your customers. blacklist and look for removal procedures. optimize navigation past anti-spam filters Some blacklists have procedures for removal, and ensure the overall success of our e-mail1. Identify and Understand ISP while other lists are permanent. marketing campaigns.Filtering RulesMany of the larger, more common ISPs are 4. Seeding (Testing) E-mailsinstalling anti-spam filters to identify and It’s important to continuously monitor and testblock spam before it is passed to their clients. the integrity of your e-mails. Open accountsAOL, MSN, and Yahoo! and others all have with all the main ISPs and test your campaignstheir own customized rules for defining to make sure your mailings are optimized to Ralph Paglia is the CRM/eBusinessand weeding out spam. The big ISPs have prevent filtering. Check your CRM tool search director at Courtesy Chevrolet. He can berouters for their e-mail domains that analyze function to determine what e-mail domains contacted at 866.883.9250, or by e-mail atand streamline all incoming e-mails. It is are being used by your customers. rpaglia@autosuccessonline.com. 34 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JimmyVee & TravisMiller marketing solution The Same is Lame: The Secret to Beating the Pants Off Your Competition and Putting More Money in Your Pocket “All car dealers are that exists and stands between you and the the same. They just sale. Think of this as “The Mighty Wall Of want to rip you off!” Mistrust.” We don’t believe this In the car business it’s a higher and thicker stereotypical statement wall than in any other business. Most dealers – but many of your potential customers do. and sales people try to do a standing jump over the wall, only to miss it by a mile. Why shouldn’t they lump all car dealers in the same category? Most dealerships look, It’s foolish to try to jump the wall in a single act, sound and feel like all the others. bound. The smart thing to do is break the wall down from the bottom, brick by brick. The biggest part of the problem is that most car dealers ADVERTISE the same. And By providing your customers with valuable that’s what your potential customers see first information you put yourself on the same – your advertising. side of the table as them. You become a trusted advisor instead of a sales person. If your advertising looks the same, people assume that everything else you do is the This allows you to chip away at the wall same too. And since all used car dealers more quickly and ultimately overcome all the are “out to rip us off,” you must not be any emotions that stand in the way of the sale. different. 3. Create An Irresistible Offer Of course, this isn’t the case at your store. While all of your competitors are screaming price or payment, service or selection, you So if you’re not like those stereotypical car must create a truly compelling, irresistible dealers, why advertise like them? The same offer. you are his cure is lame. Analyze your dealership and find out what But the good news is you can fight back you do that your competitors don’t do (or – with a vengeance. don’t talk about) that delivers a high return These are the basic ingredients you’ll need on investment for your customers. to market smarter and make a bold and clear Focus on the value-added services your store statement that you are not that stereotypical provides. Do you offer a unique warranty car dealer. or satisfaction guarantee? Do you include a Juvenile Diabetes 1. Do The Opposite maintenance package with your vehicles? Do One great way to get more than your fair share you give free car washes to your customers affects millions Mary Tyler Moore of the market is to take Earl Nightingale’s on Thursdays? International Chairman and causes long- advice, “If you want to be successful, look This is not about pulling silly marketing term complications like blindness at what everyone else is doing, and do the stunts like pink gorillas on your roof or and kidney failure. Not to mention opposite.” talking dogs in your commercials. This is pain and worry no kid should have So why aren’t you trying to be different? about offering a truly unique and valuable experience and benefit to your customers that to live with. But we’re closer than Most dealers all have similar backgrounds effectively removes you from the commodity ever to a cure. Your help makes life- and experiences in the business. But the pricing game. saving research possible. opportunity for success and the attention of your prospects is endless. If you want to take matters into your own Call 1.800.533.CURE or visit hands and dominate your competition by www.jdrf.org. You must become a risk-taker. Status quo being unique, request our FREE Special thinking and common sense action delivers Automotive Business Advisory For Car status quo and common results. If you Dealers and Managers, a 32-page industry are seeking more than average results and bulletin titled, How To Uncover The Hidden success you need to do the opposite. Wealth In Your Used Car Dealership. To get your free copy visit www.RichDealers.com/ Doing what’s comfortable is safe for you success. – but boring for your customers. Boring is invisible and invisible means no sale. 2. Give Value First Jimmy Vee and Travis Miller are the At the beginning of every customer/dealer founders of Use Car Marketing Center. relationship there is a set of emotions like fear, They can be contacted at 866.852.0145, or distrust, uncertainty and lack of knowledge by e-mail at J&T@autosuccessonline.com.36 www.sellingsuccessonline.com
    • sts fos ls ms sf fis SunnyKnocke marketing solution E-Mail & Multi-Channel Marketing: The New Frontier “There’s no better campaigns. way to touch our customer base than But here’s where the rubber hits the road. by the Internet,” said Richard Mikels, When you combine e-mail marketing with General Manager of other marketing channels, you can expectBeck Imports of the Carolinas. Mikels has a five percent to 10 percent lift in yourexperienced success in e-mailing customer’s response rates.information on driving tips, maintenance,coupon savings and even survival kits. So how does one start this process? By collecting those e-mail addresses. RewardMany dealers have identified the importance employees that collect e-mail addressesof collecting e-mail addresses as a means to through a spiff. There is an art to e-maillower their overall marketing costs. What collection and it’s important to encouragesome aren’t sure about is how to do something your sales and service people to ask withoutprofitable with those e-mail addresses. being to aggressive. Some folks are still leery of providing e-mail addresses, especially ifIt starts with your overall marketing they don’t know what’s in it for them. Unlessstrategy. With the advent of new marketing they see the value and benefits they may stilltechnologies, dealers should be leveraging a be hesitant.multi-channel marketing approach with their It is important to send relevant messages tocustomers and prospects to include e-mail your customers. The batch and blast is a thingmarketing. of the past. You should send targeted, relevant messages to your customers that apply to themMost customers that walk into a dealership individually. This is done by segmenting thehave e-mail addresses. In fact, 85 percent data, watching trends in customer responsesof them do. And dealers recognize this and returns, and creating pieces that meet theas evidenced in e-mail programs in the needs individually of the recipient. Dealersautomotive space in 2005. In 2002, 36 percent can utilize customer data with automatedof dealerships were using e-mail marketing. e-mail triggers that deliver one to oneIn 2005, that number jumped to 74 percent. So communication with their customers.the question is: Why wouldn’t all dealers usee-mail as a primary form of communication Next, make sure you are using the rightwith their customers – a major-channel in the medium for the right customer. While e-multi-channel marketing approach? mail works for most of a dealer’s customers, voice broadcasting might work better forThere is the issue of CAN-SPAM compliance. others. In a rural area, direct mail is stillAnd how does one ensure deliverability of getting traction. And for the Generationtheir e-mails? Are they getting through the M (the multi-tasking generation) people,customer’s spam filter? And how might a text messaging might be the way to go todealer make certain that the piece has a high maximize your customer reach.open rate? And what about click throughs?In fact, what is a click through? Ideally, your e-mail marketing solution should reflect your existing direct mailThese are the questions that your e-mail efforts and your dealership’s brand combinedmarketing solution and overall marketing with a strong call to action for the customer.strategy should answer and deliver on. When a dealer hooks up with a strong e-mailDealers all over the country are still asking marketing solution, it should enable them tothese questions and more. For example, easily create and manage e-mail campaigns“How do I get repeat customer visits in while delivering a low cost of ownership.Service? How do I market effectively tothose customers?” And, “How do I get thosecustomers to spend more money?” Dealers Sunny Knocke is the president and co-need a solution that will report the results, founder of MarketView 360. She can befrom sent e-mails, to bounces, and the open contacted at 866.452.3715, or by e-mail atrate and revenue generated from the e-mail sknocke@autosuccessonline.com.november 2006 37
    • sts fos ls ms sf fis TonyDupaquier f&i solution Why Pay for the Entire Car Cash conversions may of a cash payment and financing. Most they do. However, the money paid in this be one of the most importantly, customers only pay for the type of lease far out weighs the depreciation difficult challenges portion of the vehicle they use. In today’s the vehicle will suffer. business managers face industry, leases are available for as short as when working with 12 months, extending to as long as 60 months. For the most part, a vehicle usually remains customers. Despite However, overall, I do not recommend under the factory warranty for the length ofthe fact that many incentives offer 0 percent leasing a vehicle for an extended amount the lease, so the customer should never havefinancing, there are customers who still want of time. Keep it short. This will present to purchase tires, replace brakes or pay forto pay for their vehicles upfront. A one-pay the opportunity to sell a customer several any other major repairs. At the end of thelease may be the best solution a business vehicles. Most customers can drive two new lease, the customer has all the same options:manager has to convert this type of buyer. vehicles for the same amount of money and write one more check and own the car, sell over the same amount of time as buying one the car/trade it in (if there is any equity), orA vehicle is a depreciating asset. Paying vehicle with cash upfront. toss the keys back and walk away.cash for this type of asset is not necessarilythe best method of payment. Yet many A one-pay lease works the same as a standard GAP coverage is an additional bonus thatcustomers who pay for their vehicles upfront lease with one exception: Customers do not comes with leasing. Say, for instance, ado so because they think they will be saving write a check every month to pay the lease. customer purchases a new luxury vehicle,money. In some cases, it is a source of Instead, they write one check to pay for the and that after six months, the vehicle ispride. For others, they simply do not want entire lease upfront. Some lease companies declared a total loss. If the customer paidthe burden of writing a check every month. offer a special money factor for one-pay cash for the vehicle, will the insuranceEither way, a one-pay lease is the solution. leases. (Many factor banks, however, do not, company reimburse the full price for the but it is always a good idea to check.) Do vehicle, including sales tax? In most cases,One-pay leasing offers the advantages customers pay for the use of the money? Yes the answer is “no.” Regardless of how a vehicle is purchased, the market value of any vehicle is determined by using real-time information from the Comple day of the claim, which is the amount the Custom te insurance company will pay. Unless the Built NO Advertisin customer pays an additional amount for full g CONTRACT Campaig TO SIGN n! vehicle replacement coverage, he or she will lose a considerable amount of cash. A lease or a one-pay lease will eliminate this from AGE happening. Most lease companies offer GAP NC W ELCO IES ME coverage as a complimentary feature of their leases, which can ultimately save customers V iew At : a significant amount of money. Samples The next time a customer wants to write a check for his or her new vehicle, offer the customer a one-pay lease program. He or she will only pay a percentage of the vehicle and will reduce the overall cost of ownership for his or her investment. Honda Dealers: Setting up an ad group? Call Us! We have over 12 years experience as a General Motors key ad agency. Call Mike Nichols at 866-642-4657 Tony Dupaquier is the director of F&I Training for the Automotive Training 6 4 2 4 6 5 7 Academy. He can be contacted or email: mike@nicholsmedia.com A merica’s © at 866.856.6754, or by e-mail at *Plus dubs, shipping and announcer. tdupaquier@autosuccessonline.com. 38 www.sellingsuccessonline.com
    • sts fos ls ms sf fis JimYoung sales and training solution Choosing a Direct Mail Provider: The Who, Why and How of Increasing Sales Volume at Your Dealership Direct mail is a great generating for you. The mail house to call. Also, they should be able way to target customers shouldn’t rely on the dealership for to show you response rates for their in your immediate area result tracking. programs in similar markets. and get immediate results - results that Why? 2. Go to their Web site: If the Web siteare measurable. To get the best results from Use a company that is in it for the long haul, looks like it hasn’t been updatedyour advertising budget and your time, you can show you a successful track record and since the Clinton administration,need to pick the right mail house. Here’s the has your best interest in mind. that’s probably not a good sign.Who, Why and How of picking the righthouse for your business. 1. Consistency: Dealerships, both 3. Get a media kit: A good mail house franchise and independent, will shouldn’t just have a few randomWho? tell you that the most effective mail pieces to send you. TheyWho you should be doing your direct mail advertising they do is the most should have programs available inadvertising with can be measured in just a consistent advertising they do. Find any category you can think of and afew categories: a mail house that you can work with few you’ve never heard of. If you month in, month out, year in and year know more than they do about direct 1. Competitive Pricing: You should out, and you will see the results. mail, that’s not good either. Make know what the competitive rates for sure you are dealing with someone direct mail are in your market and 2. Trust and Relationships: Many who understands the car business. around the country. Buying direct dealerships have used the same Many of the best mail houses mail services is no different than vendors for touch-up, window tinting, employ people who have worked in buying cars at auction. There is no custom tires and wheels for years. dealerships previously. reason to overpay and no reason They have built a relationship with not to know what you’re getting for these companies and their people The Bottom Line your money. All it takes is a little over time. Your mail house should Direct mail is an effective measurable way to homework to find out if your mail be no different. Every dealership target specific audiences. From saturating a house is charging you a fair price. with consistent results from direct specific area to mailing to your own database mail has a long-term relationship to credit scored and bankruptcy direct mail, 2. Market Exclusivity: You should be the with their provider. it can turn bad months into solid months and only client in your field that your mail mediocre years into record years. What’s house has in your immediate market. 3. Planning: A solid mail house partner more, direct mail done properly with a good At minimum, make sure there are no for your dealership can help you mail house can be done for less than you dealers in your market that will be plan your marketing efforts, helping would spend on TV, radio and newspaper. utilizing the same list and/or mailer. to free you up to sell cars and make Choose your direct mail house wisely. money. 3. Measurable Results: Always track For five free tips to maximize your direct your results. Track which types of How? mail e-mail me. mailers, lists and envelopes perform How does a dealership find a good mail best. What offers draw the most house? Qualify a potential mail house like quality traffic? What days of the you would qualify a customer. week are most successful. Which Jim Young is the sales and marketing coordinator for Allegiant Marketing Group. days are second and third? Your 1. Check references: If they have done He can be contacted at mail house should be able to show a good job, a mail house should have 866.883.6669, or by e-mail at you in black and white what they are plenty of current customers for you jyoung@autosuccesssonline.com. 40 www.sellingsuccessonline.com
    • sts fos ls ms sf fis MikeParsons sales and training solution Attitude Determines Altitude...Income Altitude Have you ever been workers to pull each other down emotionally It’s important to remember that while many crab fishing? When and mentally than it is to work together as a aspects of our business are evolving due you catch one, you put team and lift each other up. You’ve heard it to changes in technology, there are many it in a wicker basket before, and it’s applicable to Internet sales areas that stay the same. One of those is the and then place the lid as well - attitude affects gross. And gross fact that your attitude will determine youron it to prevent an escape. Catch two or more affects your income. When your eyes get tired financial altitude.and the lid is no longer a necessity. Why? of staring at the computer screen, instead ofIt’s because if one tries to escape, the others getting involved in a gossip session with thewill reach up and pull it back down into the “guys” and “gals,” try something different.basket. They prefer to pull each other down Find yourself another true professional andinstead of working together to escape, or role play, hone your phone skills, practicebetter their situation. Sound familiar to your overcoming objections, drill each other on Mike Parsons is the director ofwork environment? product knowledge, and keep each other eCommerce at Asbury Automotive Group, Southeast Region. He can be contacted motivated. That will put much more money in at 866.446.7143, or by e-mail atMisery loves company, and it’s easier for co- your pocket than the alternative uses of time. mparsons@autosuccessonline.com.november 2006 41
    • sts fos ls ms sf fis PeterBond & TerranceCox sales and training solution How to Maximize the Response to a Teamed Event A teamed event is a tomorrow or the next day, so please look in appointments immediately. The prior great way to jump your mailbox for details. Thanks and please customer is four times more likely to start sales and make an visit us anytime between Wednesday and attend your event than someone who ordinary weekend an Monday of this week.” is not familiar with your dealership. extraordinary weekend. Properly preparing for When you work with direct distributors of • Use newspaper inserts and flyers tothe event is crucial to its success. By taking vacation, shopping sprees and gifts, you’ll get the word out. Saturate newspaperthe following steps, you can drive the right pay less. Send mail with the objective to get subscribers both within and outsidekind of traffic into your showroom. it read. People automatically throw away of your immediate market. Use extra “junk mail” unless you provide reasons for flyers that employees can leave atFirst, draw a circle, determined by budget, consumers to read it, which is the reason businesses around your market area.around your dealership and find out how for the telephone call and incentive. People They must contain high impact andmany households are located within the will read the mail in record numbers in effective messages to compel peoplecircle. Concentrate on the closest households great detail when you send it in this manner. to visit your sale event. Instruct yourwithin your market, and extend out after You will not run into “Do Not Call” issues sales people to call every prospect thataccomplishing immediate market concerns. because you are offering a test drive and not has visited the dealership in the past a sales call requiring a sale to get a gift. This three weeks to notify them about theOnce you determine a household count, is highly effective. Also, send the mail in special sale event. Use specific, provendetermine how many of those households saturation, utilizing names where available word tracks to bring them back.have a telephone, purchase a telephone list so it is personalized. Use scratch-off mail thatand electronically call each household, letting indicates the consumer has won a gift that • Drive people to a Web site for thethem know that they will receive your mailer must be picked up during sale hours at the event, which will register and attractwithin 24 hours of the mail drop. Do not call dealership. The scratch-off is another great hundreds of consumers prior to the salenights or weekends. Your goal is to leave as motivator for consumers to read the mail. and urge them to set appointments. Thismany messages on answering machines as truly enhances the traffic for the event.possible. The message is a recording less In addition to mailings, the following actions Imagine having a couple hundredthan a minute in length which says something have proven effective in getting people aware contacts prior to the event being held.close to the following: “Hello, this is Mr. and excited about your teamed event: Set as many appointments as possible.Moore from Quality Ford in (address) and Conduct an e-mail campaign forI’m calling to offer you a three-day/two-night • Put “advertorials” in the local opted-in e-mail addresses. Contactvacation getaway, where I’ll pay for your newspapers. An “advertorial” is an credit bureaus and other associationshotel/motel accommodations to (describe ad that looks like an article, whereby to inform them of the incentive-drivenresort areas within driving distance) if you you outline the sale highlights. This is event prior to the sale.test drive any of our new or pre-owned more effective than a display ad in thevehicles this Wednesday through Monday. automotive section of the newspaper, For more free tips, e-mail us at the addressWe have an inflated vehicle inventory and we because people read articles with below.are liquidating as many vehicles to the public catchy headlines while skipping ads. Peter A. Bond is the chairman/founderas possible instead of taking them to auction. of Targeted Traffic with Results, LLC.We will dramatically sacrifice profit to move • Use live telemarketers to call each Terrance Cox is the co-CEO of Targetedall vehicles in inventory. No purchase is past customer and invite them to the Traffic with Results, LLC. They can benecessary after you test drive any vehicle sale event with an incentive to do so. contacted at 866.883.4258, or atin inventory. I’m sending you an invitation With this tactic, you’ll be able to set bond.cox@autosuccessonline.com. 42 www.sellingsuccessonline.com
    • Introducing Dealix’s Used Car Advertising and Leads Program Call Dealix today at (800) 717-8079, or visit www.dealix.com.Dealix Drives Success.
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    • Success Story ate sale quickly are usin Google process Rick Ca and trai more higSuccess Story Case Study: crease i website www.RickCase.com “Our vendor, BZ Results.com uses Search Engine Optimization to ensure we appear at the Uses eCommerce to Double Sales top of the most popular search results.” Phil Cohen, National eCommerce Director Email M The go same as he Rick Case Automo- Rick Case Honda opened in Fort Lau- graduated college, she began to man- switch in technology and training ven- some of our focus to these areas. By Here’s how they did it: Marketi tive Group is experienc- derdale, Florida in 2002 as the world’s age her father’s dealership. Both Rick dors. The group put together a new tracking cost per sale by lead source, traffic a ing tremendous growth largest automotive complex. and Rita met their destiny while at- eCommerce strategy and uses the we’re able to make smarter decisions Marketing Best Practices “We lovin its eCommerce initiatives doubling This amazing enterprise began to tending a Honda NADA Group Meet- power of Search Engine Marketing with our marketing strategy and bud- pensiveltheir Internet sales from 250 to more emerge when Rick Case sold his first ing in 1978. The two were married in and email campaigns to increase sales get. For us, it makes the most sense • Implement the right balance even thothan 500 units per month while cutting car at the ripe age of 14 years old. It 1980 and, well, the rest is history. and lower ad costs. Their new e-mar- to reduce our reliance on traditional of advertising and SEO/SEM tential ctheir cost per sale from $340 per car to was an old “fixer-upper” which he pur- Today, Rick and Rita Case have taken keting strategy helped reduce cost per forms of advertising. Our new web that it’sonly $210! chased, tweaked, and then sold for a their dealership to a new level through sale from $340 per car to $210 per car site, Search Engine Marketing and • Create effective, low-cost to creaWith 15 dealerships throughout Fort profit. Rick claims he made more on the unparalleled potential of internet while generating an average of 5000 email campaigns are cheaper and get email campaigns that graLauderdale, Atlanta and Cleveland, that one car than he had made all year marketing. We visited with Phil Co- leads per month (up from their aver- better results,” says Cohen. promptRick and Rita Case have led the Rick as a paper delivery boy. By 1965 Rick hen, National Director of eCommerce, age of 4000 leads per month). They’re • Establish a strategy to pop- dealershCase Automotive Group through re- had opened his first Honda vehicle to gain insight on the driving force be- even selling an additional 250 units With customers tuning out radio and ulate their email database our highmarkable growth in recent years. franchise, and established his stature hind their phenomenal success at Rick per month out of their eCommerce De- television and becoming less respon- up untilFounded in northeast Ohio in 1962, as having a keen eye for how innova- Case Automotive. partment. “We see the highest return sive to direct mail and newspaper, • Build the right web site cently fethe group today is based in south tion can lead to opportunities. on investment from internet and phone Rick Case Automotive turned their “Race foFlorida. With more than a half a mil- Rita Case was raised in the ‘car busi- The Right Strategy leads generated from our own website, focus to using the web as an alter- Once wlion square feet, and over 1,500 new ness’ with her father being the first One key to recent success at the Rick www.RickCase.com and from the native way to drive traffic to their Search Engine Marketing CRM toHondas inside under showroom lights, Honda dealer in the US. When Rita Case Automotive Group was their email campaigns we run, so we shifted site and ultimately the showroom. Without traffic, it’s tough to gener- query ou Success Story Success Story
    • Success Story Success Storyate sales and Rick Case Automotive set criteria to target only the custom- Populating their Email Database buying service. Their site along withquickly learned that customers today ers we want to reach. For example, if Once you have email addresses, you innovative SEM strategies drive moreare using internet search engines like Honda comes out with a low lease pay- can begin to establish growth through quality traffic to the dealership en-Google and Yahoo during their buying ment or special rate on the Accord, we email marketing. With the right peo- abling Rick Case to increase leads, re-process. To attract today’s shoppers, can target every one who’s been in the ple and process in place to hold the duce reliance on 3rd party lead provid-Rick Case relies on their technology last 60, 90 or 120 days on the Accord team accountable in both sales and ers, and lower costs.and training partners to help generate and send them an interactive email. service, Rick Case Automotive hasmore high quality leads at a lower cost. Our customers also love our Virtual seen their email address capture rate Phil Cohen says, “After putting to- Phil Cohen explains, “Our Test Drives because they hit play and increase nearly 30%. All leads go into gether the right people, process and vendor, BZ Results.com uses get to watch a multimedia vehicle tour their lead management tool, BuzzTrak, technology partners our numbers in- Search Engine Optimiza- that highlights the unique features of which makes it quick and easy to ex- creased dramatically. Due to the suc- tion to ensure we appear at the vehicle they’re interested in.” ecute as many campaigns as often as cess we’ve had with our digital mar- the top of the most popular they like. keting provider in Florida, we recently search results. There’s or- How effective are these email cam- switched all of our Georgia and Ohio ganic optimization, which paigns? Cohen says, “It’s impossible The eCommerce team at Rick Case is stores to BZ as well. We are increasing is free, and pay per click, to create 100% accountability but our responsible for contacting and follow- our leads and sales at a rapid pace.” which is not. We appear up technology helps us measure how many ing up with all prospects in order to “After hiring a company that specializes in digital marketing our numbers skyrocketed. After we switched to BZ we increased leads and sales dou-Success Story top for free when a customer emails were sent successfully, how build value in their products and their Cohen names a few keys to googles a popular search like many duplicate email addresses we dealership while building trust. The any great automotive web bled.” Phil Cohen, National eCommerce Director ‘Fort Lauderdale Honda’ or have and how many customers opt out. staff appreciates that their CRM tool site: The Importance of Process responsible for responding to phone ‘Fort Lauderdale Hyundai’ This is our fastest, easiest, most effec- makes it easy to manage and measure and People and internet leads and they are com- whereas our competitors tive and least expensive form of mar- all customer activity. The Virtual BDC 1. Simple and easy to use for Rick Case Automotive fine tuned pensated in such a way that drives ap- have to buy sponsored links. keting.” Compared with conventional can automatically execute thousands of the customer their process for handling leads. “Ini- pointments and shows.” As a result we’ve seen an in- advertising like print, radio, television daily activities and do the work most 2. Cool technology that’s new tially we had sales people respondingcrease in the traffic to our phones, our and direct mail, email marketing al- sales people avoid. and fresh to leads. The pitfalls are obvious: we The Resultswebsite and ultimately to our stores.” lows the team at Rick Case Automo- 3. One click to inventory have high-volume stores, so during a Rick Case Automotive has established tive to communicate with hundreds or The Right Web Site: 4. Updated specials and cou- busy weekend or close to the end of a dominant presence on the web that thousands of customers with just a few www.RickCase.com is more than just pons the month when our sales team has a has increased traffic and quality leads.Email Marketing clicks and virtually no cost. It’s faster, a website; it’s a Virtual Dealership 5. Designed to be a market- customer face to face, too many leads Their eCommerce team is setting andThe goal of email marketing is the easier and more effective. which serves as their own regional ing center that drives results, would be dropped without a response. confirming more appointments thatsame as the goal for Search Engine rather than merely provides We now have a dedicated team and a generate results: increased sales atMarketing: To attract more quality In a Nutshell information clearly defined process. Our highly- lower costs.traffic at a lower cost. Cohen explains, trained teams of specialists are solely Rick Case Success Story“We love how quickly, easily and inex- • The Rick Case Automotive Group used their new eCommerce strategypensively we can reach hundreds and to double saleseven thousands of customers and po- The Rick Case Automotive Group The Rick Case Automotive Group used their new • The Rick Case Automotive Group increased sales from 250 to 500+ intential customers. Best of all, we love increased sales from 250 to 500+ in just 9 months e-marketing strategy to cut cost per sale from just 9 monthsthat it’s 100% measurable. We’re able $340 per car to only $210 500 $350to create unique mini-commercials • The Rick Case Automotive Group is comprised of 15 dealershipsthat grab the customers’ attention and throughout Fort Lauderdale, Atlanta & Cleveland. 450 $250prompt them to come in or contact the 400 Salesdealership. If they don’t contact us, • Rick Case Honda opened in Fort Lauderdale, Florida in 2002 & is now $150 Costour highly trained CRC team follows the world’s largest automotive complex 350 $50up until they do. For example, we re-cently featured Rick and Rita Case in a • In their first month & first year in operation became the world’s largest 300 $25“Race for the Record” email campaign. volume Honda dealer & broke all Honda sales volume recordsOnce we customize the Buzzmail, our 250 $0CRM tool, BuzzTrak, makes it easy to • The Rick Case Automotive Group used their new e-marketing strategyquery our database, load and blast. We to cut cost per sale from $340 per car to only $210 1 2 3 4 5 6 7 8 9 0 5 10 15 20 25 30 Months Days Success Story Success Story