AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing For Similar content visit http://www.autosuccesssocial.com/

1. Let’s Step It Up
September 2006

3. SUMMIT V
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Sean Roy Reutter Scott Joseph Mark Tewart Tony Rimas Speakers and times subject to change
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Owner, BZResults.com
Case Study: Sheehy.com You will learn: Case Study: Grow your Internet
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increases leads from 400 - 2400 - How to engage customers department through a defined
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4. Addressing Client Concerns
8 TomHopkins
Generating Energy
10 BrianTracy
Telling is Not Selling
11 ZigZiglar
Monopolizing on Search Engine Marketing
Domestic Dealers Sell 300 - 500 Units With Search Engine Marketing 12 SeanWolfington
Resolving Disputes Without Going to Court
How Binding Arbitration Can Help Reduce Risk
14 CharlesArrambide
Give Your Worries Up
16 JesseBiter
Where’s Your URL
17 PaulAccinno
10 Keys to a Winning Product Presentation
18 JeffMorrill
The Importance of Payments, Part 2: The Internet
20 RaquelSmith
Web Audit
Leverage Customer Insight to Maximize Lead Generation and Accelerate Sales
21 AllenCheek
Key Performance Indicators, Part 2
22 HeatherConary
The Internet Sales Process
26 DavidJohnson
Leadership Coming to Serve, Not to be Served
27 SeanWolfington
Five Keys to Successful Automotive Marketing
28 JimmyVee & TravisMiller
It’s Still About Selling
30 MikeParsons
100 Percent Turn Over to the Business Office
31 TonyDupaquier
How to Average $3,000 to $4,000
Gross Profit per Vehicle Sold 32 MarkTewart
Investing the Fundamentals, Part 3
36 TimShea
Reward for Improved Performance
37
12
RichardLibin
An Internet Department or an Internet Dealership
38 DavidKain
Are They Lying
Why It’s Hard to Tell and How You Can Become More Accurate
40 PattiWood
Marathons and Races: Which One Are You Running
42 MichaelYork
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
toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor Charlie Tierney, Sales-improvement Strategist
ddavis@sellingsuccessonline.com cpt2@sellingsuccessonline.com
facsimile: 502.588.3170
Toni Stephens, Sales-improvement Strategist
web: www.SellingSuccessOnline.com tstephens@sellingsuccessonline.com
helping to promote...
Job 27:6
I will maintain my righteousness and never let go of it;
my conscience will not reproach me as long as I live.
God is the source of all supply
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.
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views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this
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6. sts fos ls ms sf fis
TomHopkins
sales and training solution
Addressing Client Concerns
The way you address Step #2: Feed it Back Step #5: Confirm the Answer
client concerns will Simply re-state the concern in your own Once you see signs that they’re agreeable to
have a powerful words. “So your concern, John, is…” your answer and that it makes sense to them,
impact on your overall This accomplishes two things. First, you make a simple statement of that fact. You
success level. In many demonstrate that you really listened to the could say, “That makes sense, doesn’t it?” If
cases, once concerns are addressed, the client. Second, you have the opportunity they agree, the concern is now behind you.
sale is made. You can go straight to asking to get confirmation from them that you If they show any hesitation at all, you must
for their approval on your paperwork. The understand their concern. Having someone go back to Step #4 and come up with a better
foundation of addressing client concerns is understand you makes you feel closer to him answer.
a simple, six-step process that I’ve taught for or her. It creates a bond or common ground
many years: of sorts. It warms them up to accepting your If you feel there’s more they haven’t told
advice on the subject at hand. you, warmly ask, “Obviously, there’s a
Step #1: Hear Them Out reason for your continued hesitation. Would
Let the client talk and talk and talk until you Step #3: Question the Importance of you mind sharing it with me?” It could be
know as much as they do about their concern. the Concern they’ve just come up with another concern
If you try to address the concern before This step can be tricky if not handled and are uncomfortable telling you since they
hearing all of what they have to say, you may properly. You must gently ask if this concern already told you above that it was their real
end up answering a concern they don’t feel would keep them from making the decision final concern. Always, always give your
is all that important and/or bring up another to go ahead if it cannot be overcome. It could potential clients opportunities to save face
concern they hadn’t even thought of. be this concern is not all that important and if you see that they’re feeling hesitant or
the client will dismiss it when they consider uncomfortable in any way.
I’m sure you’ve had clients who tend to if it would keep them from the benefits of
ramble when bringing up concerns. They your product. If it would stop the sale, you Step #6: Change Gears
may start in one direction with a concern, then proceed. Once the concern has been satisfactorily
but end up somewhere else. You see, raising addressed, it’s time to move on. The simplest
concerns is a defense mechanism for them. Step #4: Answer the Concern method I’ve ever used is the phrase, “By the
They react to the urge to go ahead by slowing Depending on the concern, you may be able way…” Then, I move onto the next area of
things down with a concern. So, let them get to do this quickly or you may have to do a discussion, changing gears so-to-speak to
it all out before attempting to address any little research on behalf of the client. Either move on to the close or the next decision that
point they’ve raised. way, you need to demonstrate, above all else, must be made before closing.
a sincere desire to help them. You’re working
I’ve had clients who talked themselves right for them at this point. You’re the industry P.D.R. (Practice, Drill and Rehearse) these
through and out of their initial concern. I expert and the research consultant at their steps until they become natural to you. Try
didn’t have to address it at all. disposal. This could also be a good time to them with your spouse or children the next
ensure them that you wouldn’t want them to time a concern is raised. Then, you’ll be
If you feel they’re not telling you everything, make a decision without having all the facts, ready with enhanced skills when you meet
encourage them to talk with phrases such as, or a decision that might not be exactly right your next future client.
“I see. Is there anything else that concerns for them.
you about this decision?” or “What concerns
do you have about this…?” You want to In answering the concern, you must consider
know all the bad stuff, all the reasons for it as you would a close. You have to appeal to World-renowned master sales trainer Tom
Hopkins is the chairman of Tom Hopkins
hesitation they have before you move on. If their logic, yet close them emotionally. You’re International. He can be contacted at
you don’t, you may find yourself back at this helping them to rationalize the importance of 866.347.6148, or by e-mail at
point again with this client. the concern and the value of your answer. thopkins@autosuccessonline.com.
8 www.sellingsuccessonline.com

7. Dear Mr. Seime
r,
Congratulations
on another grea
event. I’m glad t sales
to hear that you
happy with the 6 ’re very
2 units delivere
gross profit of $ d and a
201,748.00. The
that you did it o best part is
n your own, with
company. This s o u t a s t a ffi n g
aved you $50,4
see you in a few 37.00. I’ll
weeks. Thanks
again.
If you would like to enjoy the same results
Mr. Seimer did, call Turn-Key Events, the
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8. sts fos ls ms sf fis
BrianTracy
sales and training solution
Generating Energy
You may have a requires the development and expenditure so that you are “early to bed and early
thousand different of energy. Energy is a critical fuel and the to rise.” Remember, nature demands
goals over the course one ingredient without which no other balance in all things. If you are going
of your lifetime, but accomplishment is possible. to work hard during the day, you must
they all will fall into take time off to rest and recuperate in
one of four basic Building and sustaining your energy level the evenings and on the weekends.
categories. Everything you do is an attempt is imperative. Since your energy is central
to enhance the quality of your life in one or to everything you accomplish, you should 5. Proper Breathing.
more of these areas: be very sensitive to things that either build By breathing, I mean deep diaphragmatic
or deplete it. Here are six keys to building breathing, where you fill your lungs to
The First Category is Your Desire for and maintaining a high level of energy and the count of 10, hold to the count of 10,
Happy Relationships. vitality: and then exhale to the count of 10. If
You want to love and be loved by others. You you do this seven to 10 times, two or
want to have a happy, harmonious home life. 1. Proper Weight. three times per day, you will be amazed
You want to get along well with the people Carrying extra weight on your body is at how much fresher and more relaxed
around you, and you want to earn the respect like carrying a pack loaded with bricks you feel.
of the people you respect. on your back — uphill. Excess weight
tires you out. It taxes your heart, lungs 6. Proper Attitude.
The Second Category is Your Desire for and muscles. Extra weight forces your Positive mental attitude seems to go
Interesting and Challenging Work. body to burn up more energy than it hand-in-hand with great achievement
You want to make a good living, of course, normally would just to maintain life and success in every walk of life. The
but more than that, you want to really enjoy and proper functioning. more positive you are, the more energy
your occupation or profession. you have. The more positive you are,
2. Proper Diet. the happier you are. The more positive
The Third Category is Your Desire for The foods you eat have a tremendous you are, the more positive are the people
Financial Independence. impact on your energy level throughout and situations you attract into your life.
You want to be free from worries about the day. Changes in your diet can make The more positive you are, the easier
money. You want to have enough money you feel fresher, more alive, more alert it seems for you to get the cooperation
in the bank so that you can make decisions and filled with greater vitality than you of other people. The more positive you
without counting your pennies. You want to can imagine. are, the more effectively you perform.
achieve a certain financial state so that you
can retire in comfort and never have to be 3. Proper Exercise. Everything that you do counts in some way.
concerned about whether or not you have The more regularly you exercise, Nothing is neutral. Everything either helps
enough money to support your lifestyle. the more energy you have, the better you or hurts you. Everything either adds up
you feel and the longer you will or takes away. Everything either propels you
The Fourth Category is Your Desire For live. Regular exercise enhances your toward your goal or moves you away from it.
Good Health. digestion, reduces the number of hours Everything counts.
Be free of pain and illness and to have a that you need to sleep, and increases
continuous flow of energy and feelings of your vitality in the physical, mental and
well being. emotional realms.
The common denominator of these four 4. Proper Rest and Recreation.
goals, and the essential requirement for On average, you need seven to eight
Brian Tracy is the chairman and CEO
achieving each of them, is a high level of hours of good, solid sleep each night. of Brian Tracy International. He can be
energy. The achievement of even a small Some people can get by on less. But you contacted at 866.300.9881, or by e-mail at
amount of success in any one of these areas should plan and organize your evenings btracy@autosuccessonline.com.
10 www.sellingsuccessonline.com

9. sts fos ls ms sf fis
ZigZiglar
sales and training solution
Telling is Not Selling
As a sales professional, customer. These should be used when you are Learn to ask the right question in the right
do you spend more sure of the answer. They are usually answered way.
time telling or more with one word … and that word is usually
Zig Ziglar is the chairman of the board of
time asking? If you “yes.” For example, “Mr. Customer, if we can Ziglar Training Systems in Dallas, TX. This
were to record your meet your demand for fair trade in amount, article was reprinted with permission. All
sales interview, you’d will we have a deal?” rights reserved. He can be contacted at
probably find you are spending more time 866.873.0026, or by e-mail at
talking than asking questions and listening. Questions are a sales professional’s best asset. zziglar@autosuccessonline.com.
During a sales interview, you must identify the
needs, issues and concerns of the customer.
The best way to achieve this is to ask questions.
Then connect the answers to the needs and
wants of the customer to your product. Have you Text Messaged
Questions are the sales professional’s most
valuable tool. We need to be reminded to ask
Your Customers Today?
the right question and ask the question right.
There are several questioning types and
techniques. Let’s cover four types of
questions that you can implement today. They
are the C.O.R.D. questions. This stands for
Closed questions, Open questions, Reflective
questions, and Direct-agreement questions.
Closed Questions
These are questions that have one-word or
“closed” answers. At the beginning of the
sale call, these should be seldom used. When
using these, the sales person is not giving the
customer an opportunity to expand on the
answers. Let’s say you are trying to identify
the buying criteria of a customer. You can ask:
“In purchasing a car, are monthly payments
important to you?” The answer may be “yes.”
You may have to ask another question to
identify other important criteria. It may be
better if you had asked an open question.
Open Questions
These questions solicit “open” information. MarketView360 is a fast growing, leading-edge, multi-channel marketing solution
You not only gain facts, but also information.
that is designed to more effectively and efficiently reach your customers through
These questions usually begin with who, what,
why, when, where and how. For example, various mediums, including Target Email, Target Voice, Target Text Messaging,
when trying to identify buying criteria, you Target Mail, and much more. The result is the deployment of highly personalized,
may want to use: “What are the top criteria
you need when making this type of purchase?” powerful and targeted communications at the right time with the right medium.
The answer to this question gives you insights
into why these criteria are important.
Reflective Questions Call 1.866.591.4238 or
These are questions that reflect on previous
answers. In the above conversation, the visit www.marketview360.com
customer mentioned a “good, quality service
department” in one of the answers. You can to find out more about Marketview360
now go back and gain additional information
with a reflective question. For example, “what
did you mean by good, quality service?”
Direct Agreement Questions The Most Intelligent Multi-channel Marketing System On The Planet
These questions gain agreement from the
september 2006
11

10. fs feature solution
SeanWolfington
is that they can be potentially devastating Search Engine Marketing template sites,” Rimas said of Red McComb’s
– even business ending. Impure leads have SEM allows you to reach the majority of the site. “Within a matter of a few clicks, we can
Monopolizing on Search
the potential to be on a federal or state “do buyers in your market for a fraction of the update specials and incentives.” In addition
not call list” and you can find yourself facing cost of buying leads, and for much less than to creating sales leads, the goal of the Web
fines of up to $11,000 per call if you process traditional advertising. In addition, the leads site is to market the whole dealership. Step
Engine Marketing
these leads. Whether you’re a small dealership that are generated are not sold to other dealers one is to help sell a car today, but step two
or a large dealership group, if you’re buying so the closing ratio and average gross are is to promote all the other profit centers
leads, the question boils down to whether you higher than leads you and other dealers buy (service, parts, subprime, etc.) and to become
are in the legal “safe harbor.” These impure from third parties. The good news is that you a marketing center, rather than just an
Domestic Dealers Sell 300 - 500 Units With Search Engine Marketing leads, as defined by recently passed federal
laws, states if a person is on a “do-not-call”
pay for positive results only, and it is the most
measurable marketing medium in the history
information source.”
registry and you have neither an existing of advertising. Tools
business relationship nor their express written Red McCombs.com offers many opportunities
Understanding the Game The Rules of the Game are displayed when a searcher types in the permission for you to call them, you could E-mail Marketing to generate leads and cultivate new opportunity.
Would increasing your online sales from 40 Search engine marketing should be part of key phrases which you have selected. The ads face huge penalties; it is best to steer clear of To establish an effective e-mail marketing “Our CRM tool identifies our most successful
vehicles per month to more than 500 vehicles any dealership-marketing program. Research work by bidding on keywords and phrases; these impure leads. strategy, the first step is to generate a list of campaigns and tracks conversions,” Rimas
per month get you excited? Red McCombs confirms that over 80 percent of prospective the more you agree to pay per click for that pure leads. “We use multimedia informational said. “Additionally, it automatically follows
Automotive Group in San Antonio, Texas, Web customers begin by using search engines keyword, the higher your site will rank in the Pure Leads mailings to communicate to our customers up on our customers from six months all the
did just that by implementing an Internet to locate products, services or information. paid results. The higher the bid, the higher The solution is getting your own “pure” through targeted campaigns that communicate way to six years, while communicating to our
marketing strategy alongside a Search Engine Ensuring that your Web site is found when a your ad is placed. Since you pay only when leads generated internally through SEM. The the right message at the right time during customers though out all phases of the buying,
Marketing (SEM) program to increase their consumer uses a search engine is a complex someone clicks on your site, you are able to most successful dealers have realized they our customers’ life cycle,” said Tony Rimas, follow-up, and service experiences. In defining
monthly sales while reducing advertising and time-consuming effort. Because the vast set up thousands of key phrases to increase can generate their own leads with a higher director of eCommerce for Red McCombs. our marketing strategy, our management team
expenses. majority of consumers now use a search engine the probability of attracting consumers. Your return if they go direct to the customer by “Our CRM tool equips us with a campaign needed to know where the most profitable
to find what they are looking for, being on the strategy should utilize a combination of appearing on top of their local search results and customized template for every scenario, Web traffic and customers were coming from.
“We realized that in order to increase our first page of the search results is imperative if SEO and PPC advertising to gain maximum for the vehicles they sell. The best dealers in such as price, trade, payments and availability. By using our CRM, we were also able to track
sales, we needed to increase our traffic,” said your dealership wants to see a return on your impact. the country have created their own regional The templates we use increase the speed and this important statistic.”
Tony Rimas, director of eCommerce for Red investment. The two most popular ways to buying service by marketing their site professionalism of our responses, and a bonus
McCombs. “To accomplish that, we changed advertise Web sites are through search engine Dealers are becoming more educated on through search engines and multi-media e- is that they set the stage for our employees to People, Process, & Pricing
our marketing strategy and implemented optimization (SEO) and pay per click (PPC) advertising techniques that require less money mail campaigns so they can generate more make the initial phone call.” Every successful dealership includes a team
an SEM program to attract more quality advertising. The goal of each of these methods and generate a higher return from “more profitable sales at lower cost. of individuals who are passionate about what
traffic for less cost. Our new strategy drives is to attract consumers searching for vehicles targeted” leads that they own exclusively. The Online Marketing they do. Paglia of Courtesy Chevrolet said,
more traffic, generates more sales, is easy onto your dealership’s Web site. smart dealers are generating their own “pure” Building Your Own Monopoly: Paglia said Courtesy Chevrolet uses targeted “We look for people who love to serve the
to measure, and actually costs less than the leads and find that they are easier to close, banner campaigns as an effective online customer. Once we find the right people, I
traditional advertising methods we were Search Engine Optimization (SEO) generate more profit, and are less expensive. The Regional Buying Service marketing medium that allows Courtesy make it my mission to create an environment
previously using.” SEO involves the ongoing process of creating, Becoming your own automobile regional Chevrolet to market directly to people living that they’ll never want to leave, because we all
developing and coding your dealership’s Pure vs. Impure Leads buying service involves having online digital within the geographic areas around their know the cost of employee turnover. We’ve
Your Move unique Website in order to to maximize the Every lead is not a good lead. marketing Web sites and SEO marketing dealership. “Our main goal is to be where our also learned that it’s not enough to find the
What is all the excitement about Internet chance that its pages will appear at the top strategies that drive people to your dealership customers are and try to capture them before right people; you must have easy processes in
marketing? The Internet offers unique of the “organic” or “natural” search engine Dealers are becoming more educated on Web site. Here are the steps to use to transform they fall trap to third party lead providers place for them to follow.
opportunities to create real-time, trackable results. SEO is a gradual process that can take advertising techniques that require less money your dealership into a consumer regional who sell our leads to competitors,” he said.
“It is equally important to have a pricing
interaction with customers and prospects, weeks or months to achieve. and generate a higher return from “more buying service center using SEM strategy: Courtesy Chevrolet also allows prospects to
philosophy that every employee understands
developing an understanding of their targeted leads” that they own exclusively. The • Know your market and compile a list of register for a promotional offer that allows the
and ensures there is fair profit into every
individual needs and concerns from the Search engines determine your ranking in the smart dealers are generating their own “pure the most popular search phrases in your customer to be eligible to redeem the coupon
vehicle. It’s imperative to involve every
beginning of their online search. organic search results primarily by analyzing leads’ and are finding that they are easier market. at the dealership. “It allows us to treat these
member of the leadership team to ensure you
• Special offers can be directed towards your Web site for the following: to close, generate more profit, and are less • Create and design alluring ad copy to prospects just like a phone up,” Paglia said.
create a strategy that everyone can buy into,
customers with specific interests. • Keyword relevance—how relevant the expensive. entice consumers to click on it. “Our business development center specialists
because the power is in the belief.”
• Pricing strategies can reflect best keyword phrase is used in your Web • Bid the right amount on the right are amazing at converting these telephone
customer buying habits and loyalty site’s copy Impure Leads position for the each phrase. leads into appointments.” Cornering the Market
patterns. • Link popularity—the quantity and An aspect of “impure” leads, leads that are • Adjust your bids daily to ensure you Desiring to achieve dominance in the
• Detailed online product/service quality of third-party sites that link to hard to close or generate little gross profit, outperform your competition. Templated Web Site vs. Lead automobile industry, smart dealers have
information can shorten buying cycles. your Web site Generating Machine discovered that building and branding a Web
So, your Web site site, coupled with an effective SEM strategy
Ralph Paglia, eCommerce Director for Pay Per Click (PPC) looks great, but is will generate awesome results at reduced costs
Courtesy Chevrolet in Phoenix, Ariz., shifted One of the most cost- your site a generating per unit. “We reduced our cost per sale down
marketing dollars from newspaper to online effective and most profit or is it just a to about $150 per vehicle while increasing
marketing. “I took a look at how much we immediate ways hyped-up brochure? sales by 80 to 180 units each month,” Paglia
were spending on conventional advertising to advertise on the “What makes our said. “Our results are a sign of our success and
and tracked that for a few months before Internet today is to use Web site stand presence in the market. It’s only a matter of
making the decision to transition away from Pay Per Click (PPC) out in front of our time before other dealers do the same.”
print, TV and radio and move toward digital marketing. PPC competitors is that it
marketing,” Paglia said. “Our return on advertisements are the is customized to our Sean Wolfington is the owner of
investment has gone up, our cost per sale has boxes usually shown specs, not just one BZResults.com. He can be contacted
dropped and our traffic and incremental sales on the right hand side of those out of the at 866.645.7730, or by e-mail at
have skyrocketed.” of search results and box, cookie-cutter swolfington@autosuccessonline.com.
12 www.sellingsuccessonline.com
13

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CharlesArrambide
leadership solution
Resolving Disputes Without Going to Court
How Binding Arbitration Can Help Reduce Risk
When you think of arbitrate more claims than the dealer or Successful Implementation
tools for reducing finance company. If binding arbitration is right for your
risk in sales and F&I, • Obvious presentation of the dealership, use these tips for implementing
binding arbitration agreement – The arbitration section it successfully:
may not come to mind. should be obvious in the agreement and 1. Educate yourself. Be aware of your
It can, however, be an not written in a smaller font than other state’s legal environment concerning
excellent risk-reduction tool. When properly important provisions in the same or arbitration.
implemented, binding arbitration provides a accompanying document. 2. Educate your legal counsel. Be sure
fair and efficient forum for resolving legal they are up to date on the Federal
disputes. Work with your legal counsel to ensure that Arbitration Act as well as any state
your binding arbitration agreement has the arbitration law.
Arbitration is an alternative to going to court. best chance to withstand any courtroom 3. Educate employees. Make sure your
It is binding when people agree in a contract challenges. sales and F&I employees know about
to arbitrate disputes and waive their right to your binding arbitration program and
traditional litigation. Presenting Binding Arbitration that it is a consistent practice in sales
to Customers and F&I. They should know how
If there is a dispute, one party begins the Binding arbitration agreements can be to present binding arbitration to a
arbitration process by filing a claim with included in the buyer’s orders. customer and be able to answer basic
the arbitration administrator. During the questions.
arbitration hearing, the parties present their If you use or plan to use binding arbitration, 4. Educate customers. Give customers
arguments and evidence to an independent be certain your sales and F&I people know a brochure that defines binding
and neutral arbitrator. The arbitrator, how to present it properly. State that, “It arbitration, describes the process and
usually a retired attorney or judge, weighs means that if you have a dispute with the lists its benefits.
the evidence and makes a decision based dealership, you agree to go to a third party 5. Establish binding arbitration
on substantive law. The decision, called an to resolve it instead of going to court.” Then as a business practice. Make it a
award, is legally enforceable and as binding give the customer a brochure providing consistent business practice in your
as a court ruling. detailed information. dealership. Tell your employees:
At a minimum, your employees should be able “This is the program, this is how we
The Benefits
to tell customers what binding arbitration is are implementing it and we will use it
Binding arbitration can benefit all parties. on every deal. Monitor your program
Privacy is probably the most important and answer basic questions. Use a frequently
asked questions and answers document to aid and follow up on non-compliance.”
benefit, as the arbitration process is private
in all jurisdictions. In addition, because your employees. Keep a supply of brochures Protect Your Legacy
professionals make decisions in arbitration on hand for customers who want detailed Consider whether binding arbitration is right
cases, the risk of an extreme award is lower. information. for your dealership. Weigh the pros and cons,
Will I Lose a Sale? and talk to your legal counsel. If it is right
Arbitration is typically less expensive and for you, use a properly drafted agreement. It
faster than resolving a dispute through the Some dealers fear that binding arbitration
agreements will cause them to lose sales. may be just the tool you need to help protect
courts. On average, arbitration cases are your legacy.
resolved in less than nine months, while the I have talked with many dealers who use
average civil case takes more than two years. binding arbitration and lost sales are not an What’s ahead?
issue. Next month I will recap some of the risk
Enforceable Agreements
management measures you can implement
You must use a properly drafted and Occasionally, a dealer tells me about a to become compliant and reduce risk.
implemented arbitration agreement. customer who refused to sign a binding
Otherwise, it may not withstand courtroom arbitration agreement. Many dealers have This information is presented for risk
challenges. Typically, a court will look at developed a standard business practice management purposes only. It is not to be
five general areas when determining whether of obtaining a signed binding arbitration construed as legal advice or legal opinions.
an agreement is enforceable: agreement with every transaction. If the Consult your legal counsel for assistance.
• Affordability – The agreement should customer refuses to sign the binding Universal Underwriters Insurance Company,
not impose unreasonable fees that arbitration agreement, there is no deal. Tell its affiliates, agents and employees assume
prohibit a customer from filing a claim. the customer you are sorry that you will no responsibility or liability for making this
• Accessibility – The agreement should not be able to do business with them and information available.
not impose undue burdens such as ask the customer to come back if he or she
lengthy or unreasonable travel time on reconsiders.
the customer.
Charles F. Arrambide is assistant vice
• Ease of use – The agreement should be Binding arbitration may not be right for president and associate risk officer
written in plain language that customers every dealership. If you are thinking about for Universal Underwriters Insurance
can understand. using a binding arbitration program, give Company. He can be contacted
• Balance of fairness – The agreement it careful consideration and talk with your at 866.347.5019, or by e-mail at
should not require the consumer to legal counsel. carrambide@autosuccessonline.com.
14 www.sellingsuccessonline.com

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JesseBiter
leadership solution
Give Your Worries Up
Nothing can wreak up in due time. Cast all your anxiety in your work when you allow God to take
havoc on an individual on Him because He cares for you.” control.
or an organization 1Peter 5:6-7
like stress. In the fast- “Come to me, all you who are weary and
paced business world An easy way to lower your stress level while burdened, and I will give you rest.”
in which we live, at work is to make a small adjustment to (Matthew 11:28)
there never seems to be enough hours in the your daily calendar. Just as meetings and
day. The convenience of e-mail and mobile conference calls are part of your day-to- Remove the useless clutter from your life and
phones oftentimes makes it even worse. Co- day schedule, set aside a few moments to schedule. Say “no” to certain tasks to avoid
workers, customers, and managers have all connect with God during the workday. You over-extending yourself. Forgive yourself
come to expect an instant response, adding can schedule time to be in God’s presence and be positive about yourself. Each of us
even more pressure to our already-hectic through prayer, meditation or simply reading is uniquely made by God for some special
workday. What can a leader do to keep stress a few passages from the Bible. A brief purpose. Low self-esteem only makes it
to a minimum and protect the overall well- spiritual connection can do wonders to help harder to deal with stressful situations.
being of an organization? you relax and ward off the negative effects of Forgive others too. Stored resentment can
stress. Jesus Himself would often withdraw only breed more stress.
The most important thing to understand from the crowds to pray and He encourages
in combating stress is that no matter what us to do the same. Let go of stress by letting Life demands changes, whether you like them
challenges you may face, you are not alone. in God’s peace. or not. Pray for the courage of acceptance
God is all around us, even in the workplace. and the ability to adapt. And if it is hard to
It is your choice to worry. God does not want Contrary to popular belief, it is actually see the positive, ask God for His peace and
us to have to suffer from anxiety. God wants okay to not always be in control. It’s truly wisdom. Give your worries up to God.
you to come to Him and provide you with a humbling experience to know that there
peace. All you have to do is ask. is something out there that is larger than Jesse Biter is the president and CEO of
us all. Regardless of your position in the HomeNet, Inc. He can be contacted at
“Humble yourselves, therefore, under organization, you will find yourself more 866.239.4049 or by e-mail at
God’s mighty hand, that He may lift you relaxed and ultimately more productive jbiter@autosuccessonline.com.
We need them. They need us. We need you.
It’s that simple.
®
®
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PaulAccinno
sales and training solution
Where’s
Your URL
All traditional offer, and then invite you to the Web site for
marketing efforts details.
(TV, radio, print,
outdoor, direct mail, Once you make marketing your URL a
etc.) should include consistent strategy, you can incorporate it
the dealership’s Web into any length or format. A simple formula
address, or URL. is the “rule of thirds.” In the first third of the
spot announce your event or offer, in the
To illustrate the importance of getting your second third of the spot briefly explain your
URL in all your advertising, think of it this offer and in the final third, drive them to your
way: No matter how big, how long or how Website for details.
many times you run an ad, you cannot fit
your entire inventory in an ad. The only “Don’t miss the Thomas Ford
place where you have all your new and used truckload of savings event this
vehicles available is on your Web site. Also, Thursday, Friday and Saturday. The
when you run in general media, you have area’s largest selection of Ford cars,
competition. Your newspaper ad is right next trucks and SUVs. Shipments of our
to the ad of the dealer down the street. Dealers hottest selling models are arriving
are all over the radio and commercial breaks daily and prices are slashed to rock
on TV. The only place where you have no bottom. We’ll even show you the
competition is on your Web site. invoice. Plus, get up to $5,000 factory
cash or zero percent financing. Visit
So how do you fit your URL in your buythomasford.com for details. You’ll
advertising? The simplest way is to add “dot find every new Ford in our truckload
com” every time you say your dealership event, with detailed information and
name in your advertising. See figure 1 and 2. photos in an easy to use format. The
Ford truckload of savings event, going
“Now during the Year End Clearance on now at buythomasford.com.”
at ABCMotors.com we have our
lowest prices of the year. Save like And as long as you are doing that, you
never before on every car, truck and might as well show your Web site, show the
SUV in stock. For complete details vehicles, and show them how robust your
and to view our entire inventory of site is. Bottom line: There is always room
new and certified pre-owned vehicles or time to market your Web site. Just make
visit ABCMotors.com” sure you sit down with your ad agency and
explain to them that it’s not an afterthought;
Another way to market your URL is to create it’s critical.
ads that are specially designed to drive traffic
to your Web site. One technique is to use a Paul Accinno is the president and CEO of
“Small Space Web Driver.” These ads are WorldDealer Inc. He can be contacted at
inexpensive to run and are not much bigger 866.319.6284, or by e-mail at
than a business card. They simply make an paccinno@autosuccessonline.com.
Figure 1 Figure 2
september 2006
17

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JeffMorrill
sales and training solution
10 Keys to a Winning
Product Presentation
The more value and 4. Engage the Prospect in a Conversation better, obviously. If you’re new, then learn
excitement you build No one likes lectures. Ask questions that help a few characteristics about the brand that
during the walk- you understand the amount of knowledge are consistent across the model line, so you
around, the more they have about the product (“So, what do can talk about the same features/benefits
momentum you’ll you know about Subaru?”) and also how they regardless of the vehicle you’re showing. For
have during closing, intend to use it (“What kind of cargo will you Subaru, these might be all-wheel drive and
when you need the prospect to want the car carry back here?”). Ask questions that allow the boxer engine. If you’re a veteran, use your
more than he wants to keep the $15,000 or the prospect to take mental ownership (“Do down time to expand your knowledge about
$25,000 that the car costs. you think your golf clubs would lay flat back competitors’ products by reading reviews.
here or do you imagine we would need to Beware of being a know-it-all, though, and
1. Know What Your Prospect Wants fold the seat down?”) match the complexity of your presentation to
in a Vehicle the prospect. The goal is not to impress the
Use the information learned during the 5. Let the Customer Feel and Touch prospect with your knowledge, but rather to
investigating step to tailor your product the Vehicle excite and educate.
presentation (walk-around). If you didn’t Point out the latch and let him open the
ask the following question during your tailgate himself, let him close the doors and 9. Present For a Minimum of 10 Minutes
investigation, ask before you begin the walk- feel the solid “thunk.” Oreck retail salespeople present for 10
around: “What’s the most important thing to minutes to sell a $500 vacuum cleaner. You’re
you in a vehicle?” Always follow up with 6. Tactfully Compare Your Product/ looking for tens of thousands of dollars.
“What does ________ mean to you?” because Dealership/Experience to Others Your presentation should cover at least
“safety” or “performance” or “image” mean Beware of criticizing other dealerships or seven features/benefits. I’ve seen our best
different things to different people. products. For those you know are comparing salespeople give 30-minute presentations -
your product to one elsewhere, politely point and if you are excited, know your product,
2. Know the Difference Between a out the advantages of buying from you. “Mr. involve the prospect with questions, and
Feature and a Benefit Prospect, you can’t go wrong with a Toyota ask him to operate parts of the car, then 30
A feature is the thing and a benefit is what the RAV4; they build a great vehicle. However, minutes isn’t too long. Of course you need
thing does for the prospect. “Mr. Prospect, my customers who drive the RAV4 after to adjust the length of the presentation to the
this six-disc audio unit keeps your hands driving a Forester almost always come back prospect’s attention span, level of interest,
safely on the wheel instead of fiddling with to buy the Forester. Here are a few reasons etc.
CDs….” You don’t need to tell someone why….”
what a power window does, obviously, but 10. Trial Close
the benefits of a feature such as all-wheel- 7. Get Excited Ask trial closing questions throughout,
drive are lost on most folks who think that A few steps down the road to the sale, you’re such as “Do you think this vehicle has
it’s beneficial only in snow. going to ask your prospect to part with tens what you’re looking for?” and “Would you
of thousands of dollars - all at once or over feel more comfortable/cool/safe in this car
3. Move Clockwise Around the Car 60 months. If you’re not excited about the compared to the one you’re driving now?”
I like to start at the front of the car, offering car, how will he be? Our moods and state These questions help your prospect take
a peek at the engine. For a Subaru, I talk of mind are contagious. Make sure you mental ownership and give you the feedback
about the benefits of the boxer engine and know enough about your product to have a you need to make sure you find the right car
symmetrical all wheel drive. Moving to few things you think are really neat. If you that fits his budget.
the passenger side, I talk about airbags and believe everybody should have all-wheel-
interior creature comforts. In the rear, I talk drive, for example, then your enthusiasm
about utility and cargo capacity. I finish with will influence your prospect. Jeff Morrill is co-owner of Planet Subaru in
Hanover, Mass., and Planet Chrysler Jeep
the customer in the driver seat for a seamless in Franklin, Mass. He can be contacted at
transition to the test drive (just put on a plate 8. Know Your Stuff 866.872.8699, or by e-mail at
and go). The more you know about your vehicles, the jmorrill@autosuccessonline.com.
18 www.sellingsuccessonline.com