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Auto Success Magazine Auto Success Magazine Document Transcript

  • Merry Christmas December 2006
  • Driving more business to dealers is what we live for. (Of course, we also love that you noticed.) “Highest in Dealer Satisfaction with Online Buying Services for Used-Vehicle Leads” We're proud that dealers ranked AutoTrader.com highest in a J.D. Power and Associates study that looked at business generation, lead transmission, support and service, advertising, and fees. But we're not surprised. After all, we are the Ultimate Automotive Marketplace, with more shoppers and more successful dealers than anyone. Call 1-888-249-6860 today, and let us steer more business your way. The smarter place to buy and sell a car. AutoTrader.com received the highest numerical score for used vehicle leads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction with Online Buying Services StudySM. The study was based on 1,010 dealer evaluations in June-July 2006. Your experiences may vary. Visit jdpower.com.
  • move the crowd. crush the competition. count the money. J&L Marketing knows that every dealership Contact one of our Business Growth Strategist I bet you never thought of this idea for January! reaches it’s potential in a different way. That is at 866.856.6782 to discuss how each of these why we offer three different roads to success programs and others can be used in your I know, it’s late December and you’re worried about closing out the year – right now you’re probably not thinking - all with intense benefits! dealership to produce amazing results! about what you need to do in January. Well, I have an idea for you that you probably have not considered in the past. 1 2 We study response rates and closing percentages on a week-to-week basis and measure every aspect of the direct mail Events Weekly Campaigns promotions we create. One thing we obviously look at is how well promotions do on a particular day of the month or year. Case Study: Missouri Chevrolet Dealership Case Study: Pennsylvania Hyundai Dealership Last year we noticed that Martin Luther King Day was one of our best days in terms of response rate and, more importantly to you, the amount of cars sold. I’ve researched the direct mail promotions we created on Martin Luther • 3-Day, high impact sales promotion (no outside sales teams). • Appointment-based sales strategy where customers call to set a King Day for 2002, 2003, 2004, 2005, and 2006 and sure enough those years were equally successful. In fact, these • As an appreciation of past business, previous customers were invited 60- minute presentation with a member of the sales team. promotions performed so well that 94% of the dealers who ran a promotion on that date last year have already agreed to the dealership to take advantage of year-end savings. • Dynamic website created for each customer. to run another promotion this year Monday, 15 January 2007! • Dynamic website created for each customer. • Allowed customers to schedule appointments on their own • Increased response rate time, increasing response rates • Built database with customer information for future Why are these promotions so good? • Gathered valuable data for future mailings • Built credibility and provided additional information mailings • Produced instant internet leads with qualifying • Produced instant internet leads with qualifying information Well, if you think about it, the answer is simple. Just like President’s Day in February, people are off work, which information • Drives quality appointments into the dealership during the slowest means they have the time to come into your showroom and buy a car. Plus, because Martin Luther King Day is not • E-mail blast times of the week. recognized as a typical “sale” day, your competitors will probably not take advantage of it (unless they are reading • Increased response rate this advertisement too). All you have to do is give your previous or potential customers a reason to come to your 1,501 mailed showroom - not your competitor’s. 7,500 mailed 25 respondents (1.67%) 93 respondents (1.24% during three days) 10 sold (40%) We have a complete lineup of tested promotions that ran on previous Martin Luther King Days and are proven to 24 sold (25.81% during three days) be extremely profitable. You need to make the decision now to have your dealership participate in this powerful January promotion date. Just call my office right now at 866.856.6782 and ask for Sarah Amburn or e-mail her at 3 Numbers do not include additional responses and number of vehicles sold from the Internet and phone prior to event dates. samburn@jandlmarketing.com and we will send you these incredible promotion ideas as soon as we hear from you! Don’t let your 2007 sales start off slow. That will not be good for the morale of your store. Use this opportunity and Hybrid Events get 2007 off to the type of start you really want. Contact us now! Sincerely, Case Study: Tennessee Honda Dealership • Pre-registration program for previous customers that utilized direct 11,267 mailed mail and personalized dynamic websites. 108 respondents (.96% during three days) Scott T. Joseph • Dynamic website created for each customer. 21 sold directly from mail piece, prior to event date President • Captured customer’s buying interests (19.44%) J&L Marketing, Inc. • Follow-up postcard 60 sold during event dates (55.56%) • Used as a reminder to customer of appointment. • Follow-up 3D mailer 81 total sold, not including follow-up P.S. As an added bonus, if you are one of the first 25 dealers who contact us, we will create a specialized web page for • Used as a reminder to customer of appointment. each potential buyer you mail to for FREE! Contact us now at 866.856.6782 for more information on this powerful • HTML E-mail confirmations tool proven to increase your response rates. • Used to repeat customer’s information back to them and remind them of appointment. 866.856.6782 www.jandlmarketing.com
  • The Power of Positive Self-Talk 8 BrianTracy Avoiding Awkward Beginnings 10 TomHopkins The Hustle 11 DavidThomas The Chemistry of Effective Leads 12 SeanWolfington The Secret to Your Success is in the Sauce 14 DixonJudd Nine Random Things I’ve Learned the Hard Way 16 JeffMorrill Increased Factory Warranty Equals Increased VSC Profits 17 TonyDupaquier 12 And Now the Starting Line-Up for Tonight’s Game... Innovate or Die 18 20 SunnyKnocke MichaelYork The Proper Way to Apologize To Friends, Family, Co-workers and Customers 22 PattiWood Positive Action Systems Car Business Fundamentals 24 WillParquette People Hear What They See 25 MarkTewart Tuning Your Web Site for High-Performance: Using Key Performance Indicators, Part 4 28 HeatherConary How to Effectively Market on Television 30 MikeNichols Leadership Requires Love 34 SeanWolfington The Spirit of Christmas 35 JesseBiter Secrets to Online Pre-Owned Sales Success 36 DavidKain Video Streaming Reaches the Market and Boosts Sales 38 PhilSura Finding Ways to Move Forward 42 DeliaPassi Two Big Myths of Automotive Marketing 44 JimmyVee & TravisMiller Every Business Professional Should Have a Personal Web Site 46 TomKain 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 Cori Frye, Sales-improvement Strategist web: www.SellingSuccessOnline.com cfrye@sellingsuccessonline.com helping to promote... 1 Peter 3:8-9 Finally, be ye all of one mind, having compassion one of another, love as brethren, be pitiful, be courteous: not rendering evil for evil, or railing for railing: but contrariwise God is the source of all supply blessing; knowing that ye are thereunto called, that ye should inherit a blessing. 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. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  • sts fos ls ms sf fis BrianTracy The Power of sales and training solution Positive Self-Talk Perhaps the most “emotional solar plexus.” happens, you will not allow it to get you powerful influence down. You will respond in a constructive way. on your attitude and The optimistic person, however, soon moves You will take a deep breath, relax and look personality is what beyond this disappointment. He responds for whatever good the situation may contain. you say to yourself, quickly to the adverse event and interprets When you make this decision in advance, you and what you believe. it as being temporary, specific and external mentally prepare yourself so that you are not It is not what happens to you, but how you to himself. The optimist takes full control of knocked off balance when things go wrong, respond internally to what happens to you, his inner dialogue and counters the negative as they inevitably will. that determines your thoughts and feelings feelings by immediately reframing the event and, ultimately, your actions. By controlling so that it appears positive in some way. Second, neutralize any negative thoughts or your inner dialogue, or “self-talk,” you can emotions by speaking to yourself positively assert control over all dimensions of your life. Since your conscious mind can hold only one all the time. Say things like, “I feel healthy. thought at a time, either positive or negative, I feel happy. I feel terrific.” As you go about Your self-talk - the words that you use to if you deliberately choose a positive thought your job, say to yourself, “I like myself, and describe what is happening to you, and to dwell upon, you keep your mind optimistic I love my work.” Say things like, “Today to discuss how you feel about external and your emotions positive. Since your is a great day; it’s wonderful to be alive.” events - determines the quality and tone of thoughts and feelings determine your actions, According to the law of expression, whatever your emotional life. When you see things you will tend to be a more constructive person, is expressed is impressed. Whatever you say positively and constructively and look for the and you will move much more rapidly toward to yourself or others is impressed deeply good in each situation and each person, you the goals that you have chosen. into your subconscious mind and is likely to have a tendency to remain naturally positive become a permanent part of your personality. and optimistic. Since the quality of your It all comes down to the way you talk to life is determined by how you feel, moment yourself on a regular basis. In our courses Third, look upon the inevitable setbacks to moment, one of your most important of problem solving and decisions making, that you face as being temporary, specific goals should be to use every psychological we encourage people to respond to problems and external. View the negative situations as technique available to keep yourself thinking by changing their language from negative to a single event that is not connected to other about what you want and to keep your mind positive. Instead of using the word problem, potential events and that is caused largely by off of what you don’t want, or what you fear. we encourage people to use the word situation. external factors over which you can have little You see, a problem is something that you deal control. Simply refuse to see the event as being You are continually faced with challenges with. The event is the same. It’s the way you in any way permanent, pervasive or indicative and difficulties, with problems and interpret the event to yourself that makes it of personal incompetence of inability. disappointments, with temporary setbacks sound and appear completely different. and defeats. They are an unavoidable and Fourth, remember that it is impossible to inevitable part of being human. But, as The hallmark of the fully mature, fully learn and grow and become a successful you draw upon your resources to respond functioning, self-actualizing personality is person without adversity and difficulties. effectively to each challenge, you grow and the ability to be objective and unemotional You must contend with and rise above them become a stronger and better person. In when caught up in the inevitable storms of in order to become a better person. Welcome fact, without those setbacks, you could not daily life. The superior person has the ability each difficulty by saying, “That’s good,” and have learned what you needed to know and to continue talking to himself in a positive then look to find the good in the situation. developed the qualities of your character to and optimistic way, keeping his mind calm, where they are today. clear and completely under control. The Finally, keep your thoughts on your goals and mature personality is more relaxed and aware dreams on the person you are working toward Much of your ability to succeed comes and capable of interpreting events more becoming. When things go wrong temporarily, from the way you deal with life. One of the realistically and less emotionally than is the respond by saying to yourself, “I believe in characteristics of superior men and women immature personality. As a result, the mature the perfect outcome of every situation in my is that they recognize the inevitability of person exerts a far greater sense of control life.” Resolve to be cheerful and pleasant, and temporary disappointments and defeats, and and influence over his environment, and is far resist every temptation toward negativity and they accept them as a normal and natural part less likely to be angry, upset or distracted. disappointment. View a disappointment as an of life. They do everything possible to avoid opportunity to grow stronger. problems, but when problems come, superior The key to becoming a highly effective person people learn from them, rise above them, and is monitoring and controling your self-talk at When you practice positive self-talk, and continue in the direction of their dreams. all times. Keep your thoughts and your words keep your words and your mental pictures positive and consistent with your goals, and consistent with your goals and dreams, there There is a natural tendency in all of us to keep your mind focused on what you want to is nothing that can stop you from being the react emotionally when our expectations are do and the person you want to be. success you are meant to be. frustrated in any way. When something we wanted and hoped for fails to materialize, Here are five ideas you can use to help you to Brian Tracy is the chairman and CEO we feel a temporary sense of disappointment be a more positive and optimistic person: of Brian Tracy International. He can be and unhappiness. We feel disillusioned. We contacted at 866.300.9881, or by e-mail at react as though we have been punched in the First, resolve in advance that no matter what btracy@autosuccessonline.com. 8 www.sellingsuccessonline.com
  • sts fos ls ms sf fis TomHopkins sales and training solution Avoiding Awkward Beginnings When you meet make them feel important. Second, it will will come in looking for a minivan, but fall in someone for the first help you remember their names. love with an SUV. Someone else might come time in your dealership, in seeking the same kind of vehicle they’ve your goal is three-fold. In this business, we meet a lot of new driven for 15 years even though their driving You want to get them people on a regular basis. Learning simple needs have changed. You could easily help to: strategies to remember names is important. them see the advantages of a different type 1. Like you I recommend repeating the clients’ names to of vehicle…if you ask questions about their 2. Trust you, and yourself four times immediately after they needs. 3. Want to listen to you. give them. It’s a strategy I’ve used for over 30 years and it works. Bob and Sally Brown. It won’t hurt if, in conversation, you are able Those three elements are absolutely Bob and Sally Brown. Bob and Sally Brown. to tell them about a situation with another necessary in order for them to make a buying Bob and Sally Brown. client they may be familiar with (maybe a decision based on the information you share friend who referred them to you) or where with them. Another way to be likable is simply to smile. you demonstrated dependability. Be careful It may seem obvious, but if your mind is on not to sound like you’re bragging. Use the If they came in after calling and speaking a personal matter or if you’re worried about term “we” as in “we, the company” when with you, it’s likely you said the right things meeting your quota this month, it’ll show in relating information about other clients or on the phone to get them to at least come your face. Your face muscles will tense up. situations. That way, if they’re even the least in and see what you have available in both You won’t be smiling and the prospective bit shaky on their opinion of you, they’ll vehicles and terms. You’re starting out on clients will likely see dollar signs in your build faith in the fact that the company stands the right foot here. They’ll be curious to eyes. To avoid that situation, really look behind their promises. learn more. That means they’ll be listening at your clients (don’t stare them down) to you. and smile with your whole face. You’ll be Look and listen for ideas of what’s important focused on them. Anything else that’s been to this person beyond their interest or However, their curiosity will only take them on your mind will be forced away for the need for a vehicle. If you don’t see or hear so far. Once they’ve gotten the basic idea of time being. anything that you would feel comfortable what you have to offer, they’ll need to like asking about, don’t become anxious. You and trust you enough to want to do business It’s human nature to like people who are like don’t want to create an awkward situation with you rather than taking their newfound us or who we recognize as complementing by looking like you’re struggling to come knowledge to another dealership to see what our personality styles. People tend to like up with a subject. Avoid the weather unless might be different or better there. others who smile, make eye contact, are there’s some unusual weather phenomenon courteous and are interested in them. These occurring. It’s just too trite. To help people to like you, you must be traits make those with whom you come in likable. That’s pretty simple. Develop the contact feel as though they are important to Train yourself to keep in mind “like me, trust traits you admire in someone you deem as you. me, want to listen to me” when approaching being likable. These could include having every prospective client and you’ll soon find a relaxed manner. Understanding and using To begin building trust, establish common yourself doing the things you need to do to some of the more formal courtesies is also ground. If you’re a fan of the same sports win them over. helpful. This includes introducing yourself team, if you have children the same ages, or with both your first and last name. Use the if you belong to the same community service clients’ last names, ie. Mr. Smith, Ms. Jones, organization, they’ll see how much you are until you feel them warming up to you. like them. Seek areas of common ground Then, you will have earned the right to ask by asking questions about the situation that to use their first names. If they only give you has brought them in to see you. You need to World-renowned master sales trainer Tom their first names, that’s a sign they don’t trust determine their needs without coming across Hopkins is the chairman of Tom Hopkins you yet. Go ahead and use their first names a as if you’re interrogating them. International. He can be contacted at few times during your initial conversation. I 866.347.6148, or by e-mail at recommend this for two reasons. First, it will It happens plenty of times that a young couple thopkins@autosuccessonline.com. 10 www.sellingsuccessonline.com
  • sts fos ls ms sf fis DavidThomas sales and training solution What does it take The Hustle car sales people on the planet. He went from • Hustle is getting the order, because to be really great in sales person…to manager…to dealer…to you got there first or stayed with it car sales? That’s the dealer group owner in 15 fast years. He was a after everyone gave up. million-dollar question huge motivator and teacher to all and inspired • Hustle is shoe leather and elbow grease everyone wants to many associates to reach new heights. His and sweat and missing lunch. know. philosophy was simple. Robert’s reason for • Hustle is getting prospects to say “yes” living was God, family and selling cars, in after they’ve said “no” 20 times. Is it detailed product knowledge? Yes. Is that order. He was great at all three. • Hustle is doing more unto a customer it a professional appearance? Yes. Is it than the other guy is doing unto them. an outgoing personality? Yes. Is it your Robert died in a plane crash on the way back • Hustle is believing in yourself and the clothing? Yes. Is it your product? Yes. Is from a dealer meeting in Las Vegas. I think business you’re in. it your location? Yes. Is it your dealer’s about him and the hustle often and see if I • Hustle is the sheer joy of winning. reputation? Yes. am living up to his expectations. He died a • Hustle is being the sorest loser in winner in life and in sales. I hope I can say town. All of these contribute to your success. But, the same. Examine yourself and see if you • Hustle is hating to take a vacation, if you really want to know, there is one magic have the hustle. because you might miss a piece of the ingredient that will make or break you: action. “The hustle.” It is the difference between The following exemplifies what Robert was • Hustle is heaven if you’re a hustler. selling five a month or 20 a month. It is the all about. This was printed in the eulogy at • Hustle is hell if you’re not. difference between making a paycheck or a great living. It is the difference between a job Robert’s funeral. and a great career. David Thomas is the owner of Subaru What is Hustle? of Dallas. He can be contacted at Robert Fry was a great friend and mentor to • Hustle is doing something that 866.429.6803, or by e-mail at me for many years. He was one of the best everyone is certain can’t be done. dthomas@autosuccessonline.com. You Do the Math! SEO & SEM Video Landing Pages =“Doubled Internet Sales*” (Testimonials on File) ABC Automotive Group *Free: Home Pre-owned Inventory New Inventory Service Parts Financing Directions Hot New Models Used Inventory This Weeks Newspaper Ad The ABC Difference $1000 Cash Back ABC Automotive ABC Automotive is the premier auto dealer in the midwest serving Chicago Land for the past twent two years. You’ll be amazed at the ABC difference. Video See our new car line up! Case Study White Paper 866 593 7893 Stop by any of our 9 locations and for a limited time only receive a free $100 coupon for oil changes with the purchase of any new or used ABC automobile. Also, don't forget to ask about our special 7 year engine warrant on all used 2005 and newer inventory! You’ll Love the “ABC Difference” Click for details on this Car Click for an Appointment Unityworksmedia.com december 2006 11
  • fs feature solution The SeanWolfington of Chemistry Effective Leads What do chemistry and leads have in digital marketing campaigns, it is important Most dealerships that buy sales leads usually and showroom traffic. However, just having common? Chemistry is the study of the to understand the chemistry - the basic have low-closing ratios and not much to a great Web site does not mean that leads will transformation of matter. Like this branch elements - of effective lead generation. show for their efforts. It is more difficult appear automatically. Successful dealerships of science dealing with different elements to close a third-party lead because the same are utilizing Search Engine Marketing and their reactive characteristics, the science What elements make a lead effective? A leads are being sold to your competitors as strategies to attract consumers searching for of effective lead generation also has to do lead in itself is not a sale. It is simply well. Additionally, there is a potential that vehicles onto their sites. with analyzing characteristics of prospects an indication that a potential buyer has your dealership’s “safe harbor” compliance in an effort to achieve targeted reactions. In expressed an interest in your product. In could be jeopardized. If the purchased leads Search Engine Optimization the case of leads, the desired reaction of the order for your dealership to reap the benefits are on a federal or state “do not call” list, this Every Web site should be optimized. Search prospect is the transformation of their desire of successful online marketing, conversion is could subject your dealership to costly fines. Engine Optimization is the ongoing process into a sale. But, before this transformation the key. To successfully convert a lead into of developing and coding your dealership’s can take place, the leads must be generated. a sale, you must generate high-quality leads Natural Leads custom Web site in order to promote the site that produce high conversion ratios. Let’s Natural leads are pure leads generated from and increase the probabilities that it will The Basic Elements analyze the different types of leads that your your own Web site. Most successful dealers appear at the top of the most popular search In the technology-saturated world of digital dealership can generate, and what methods have transformed their Web sites into lead- engine results. SEO involves comprehensive marketing, it may surprise you to hear that are used to produce potent sales leads. generating machines. These leads generated market keyword research and analysis to successful Internet marketing is not all about by a strategic Search Engine Marketing ensure the relevance of keyword phrase “Within 120 days of implementing our traffic. Getting the right kind of sales lead Synthetic Leads campaign will produce higher closing usage in your dealership’s Web site copy. into your dealership is the key to success. Every lead is not a good one. Some leads are ratios and higher gross profits. Natural lead When a consumer searches for a targeted eCommerce strategy, along with our Before you spend thousands of dollars on hard to close and generate little gross profit. generation is a cost-effective way to improve your bottom line and turn your business product in your region, you want to dominate the search results and get rated ahead of BuzzTrak CRM Tool and Virtual Test Drives, into a 24-hour marketing machine for your your competitors. Ed Naczi, Jr., Director of we more than tripled our online sales.” dealership. There are a number of ways to eCommerce at Honda North says, “I believe generate your own sales leads. in the power of this technology. After two ~ Ed Naczi, Jr., Director of eCommerce at Honda North months, our Web site provider was able to get Formula for Effective Lead Generation www.HondaNorth.com to the top placement the landing page is to assure the visitor that and Virtual Test Drives, we more than tripled Below are key marketing elements that are on all of the major search engines.” they are in the right place, and to make them our online sales. Not only did we exceed our the catalysts for effective lead generation. feel comfortable enough to take the desired expectations in sales, we also dramatically These elements are necessary to formulate PPC action of submitting a minimal amount of reduced the advertising cost from $365 to an effective “marketing mix” that will Pay-Per-Click (PPC) is a method by which personal information in exchange for more $200 per unit.” produce potent, high quality leads. They are advertisers pay to have their ads displayed at information. as follows: the top or right hand side of organic search Extrapolation 1. High-End Web site results. This concept is based on a bidding CRM Tool Getting the right type of sales lead into your 2. Search Engine Optimization process for keywords and phrases. The An immediate automated response to any lead dealership is the key to its success. Each 3. PPC Campaign higher the bid, the higher the placement of is essential. The goal of automated response of these five components should be present 4. Effective Landing Pages your ad. Since you pay only when someone tools is to acknowledge the visitor’s inquiry in an effective lead generating marketing 5. Powerful CRM Tool clicks on your site, PPC is one of the most and to drive them back to your dealership plan. It is the science of correctly using “After two months, High-End Web Site cost-effective and immediate methods to begin generating leads. Web site or to contact the dealership directly. A powerful customer relation management these elements in combination with one another that provides the effective chemical our Web site provider Leads generated by a dealership’s Web (CRM) tool will enable your dealership to bond in the “lead generating marketing site close at a higher percentage because Landing Pages reach thousands of prospects at virtually mix.” Adapting the elements to match your was able to get the prospect is further along in the buying Whenever you implement a PPC campaign, no additional cost, eliminating the need for dealership’s target market and using each www.HondaNorth.com process, and is ready to buy. Not only should your Web site be alluring with unique and you will be providing a link for the consumer to access. The landing page is where visitors more traditional forms of advertising, such component in coordination with the other as radio, television and newspaper. A state- will lead to ... well, more leads. to the top placement on interactive features, it should be a marketing “land” when they click on your online ad. of-the-art CRM tool will enable your staff center for your entire dealership. Rather than It is crucial to provide an effective, well- all of the major just providing information for the customer, designed site that will build credibility to prospect as well as follow up with the customer from the initial click through the Sean Wolfington is the general manager of search engines.” it should build value in your dealership, and trust with the prospect. The landing entire buying process. Naczi adds, “Within BZ Results, an ADP Company. He can be people and products. Your Web site should page should be brief, but informative; be 120 days of implementing our eCommerce contacted at 866.647.0471, or by e-mail at ~ Ed Naczi, Jr., Director of eCommerce at Honda North transform visitors into more leads, phone creative, but subtle. The main objective of strategy, along with our BuzzTrak CRM Tool swolfington@autosuccessonline.com. 12 www.sellingsuccessonline.com 13
  • sts fos ls ms sf fis DixonJudd sales and training solution The Secret to Your Success is in the Sauce Do you ever wonder No, not astrology; your real numbers. This even if one strategic advantage is that 97 if there is a “magic is perhaps the single most powerful principle percent of our competitors don’t know their combination” that will in having a rich and rewarding sales career. numbers, putting them at a huge disadvantage. unlock your success? Let’s look at it and, as we do, ask yourself: If the numbers are vague and unclear, the Perhaps you could results will be poor and unpredictable. This seek out a guru or a • Do I know these numbers by heart? is why many, many fields and professions medicine man, a muse or travel high into • How many leads did I have last year? make knowing the numbers one of the most the Himalaya Mountains and find a monk • How many presentations did I make critical functions they perform - science, that knew the all illusive secret ingredients last quarter? medicine, sports and accounting, to name to your success. If you could, would you • What is my minimum income a few. You and I won’t work with a doctor make the effort to seek the answers to your requirement to run my business? who is vague on our prescription dosage, we future? • What is my average commission per don’t follow a team that doesn’t care about transaction? how many games they win or lose and we Kentucky Fried Chicken’s 11 secret herbs • What is my cost to produce a closed certainly wouldn’t pay an accountant who and spices hold the key to their success sale? guesses at our finances. over their competitors, and all of the famous • How much cash will I need to retire? brew masters closely guard the recipes, • What is my next vacation going to The good news is that you don’t have to wait ingredients and processes to create world- cost? until New Years Day to start reaping the class beverages. It creates mystery and • What is my conversion ratio from benefits of knowing your numbers. Here is intrigue, to say the least, but it also allows lead to closing? my friendly challenge to you. Simply take a them to consistently produce something pad of paper and list the categories that are that is predictable and unique. They arrived By now you may be thinking, “This is boring” key to your success. Home, business and at these successful places after a long, or “I have an idea of these numbers, I don’t retirement are three main ones to address. concerted effort of trial and error followed really need to be precise.” Many times we Begin by listing what you are currently by meticulous record keeping to document greatly underestimate the power of knowing paying, analyze to see if this is currently the journey. If they hadn’t written the steps to our numbers, precisely. I believe it is the meeting and/or exceeding the need. Then their success, they would not know how they second only to lack of time management for make note of the adjustments needed. Spend got there. Have you ever created something causing us to fail in the sales professions. 30 minutes on this and set aside 30 minutes that was fantastic by accident, only to wish a week at the same time each week to review that you had tracked precisely how you got Let’s look at it from some other perspectives. and analyze this. Commit to doing this for the final outcome? If someone approached you for a $300,000 the next three weeks and then let me know business loan for, let’s say, their sales the difference in your clarity, confidence and Many of the above references to secret success business. Would you lend them your own energy. My experience with this topic is that formulas took many, many years to perfect. money if they had your current business plan no matter how far under the water you might Once they were identified, they produce and your current grasp of their numbers? be, that anyone can be completely debt free benefits forever leaving the rest of us to say, What if they didn’t know their numbers but with a respectable net worth in five years or “If only I had invented the PostIt pad.” they had a great personality, drive, ambition less. How would your life and career look in and offered to pay you a huge return on that setting? Contact me for your free copy of You and I don’t have years and years to your money? Chances are that you wouldn’t “Bottom Line Motivation” that will help you search around endlessly for our very own even lend them $3,000. I have found that break through into the power of Knowing secret formula to our own sales success. The knowing exact numbers creates tremendous Your Numbers. good news is that I believe there is a way to confidence, power and clarity and is a very do it quickly and start realizing the benefits key ingredient in creating massive success immediately. Believe it or not the answer and cash flow. is closer than we sometimes realize. Here Dixon Judd is a Partner in Your Success is the long-held, closely guarded answer to Knowing our numbers is too big to ignore. at Performance Resource Group. He can this all important mystery: The secret to your Knowing our numbers allows us to compete be contacted at 866.883.4916, or by e- success is in knowing your numbers. at the top of our professions for many reasons mail at djudd@autosuccessonline.com. 14 www.sellingsuccessonline.com
  • 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 Dollar or I will deduct the cost of advertising. You will economy last year in the US. 13 TRILLION! Now, if experience 200-500+ customers walk through you believe that you and your dealership can’t get your doors in 5 days. your fair share of 13 Trillion, then you can skip the This guarantee is small potatoes compared to the rest of this letter because my company would not tons of money that you will make from this event. be a good fit for you. If you don’t believe you can That’s why I am so confident and can make these get your fair share of 13 Trillion Dollars, then you bold claims to you. Big dealerships, small dealer- need to keep belly aching and whining about how ships, 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 for time 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 five-day sales events for dealer- customers. That’s right! With a very good marketing plan, very good ships all across the country. We bring traffic, LOTS OF TRAFFIC, people, very good processes and understanding of proper desking with our promotions. We also bring a professional team of people principles you can get a ton of customers, sell a ton of vehicles and to help you manage the sale and make it successful. We don’t bring make a ton of money – THE RIGHT WAY. drunks, 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 vagabonds their personnel have begun to believe that it is just that way and and rogues allowed. Second, we have process. Third, we have you 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 organizational you 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. You can 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 JeffMorrill sales and training solution Nine Random Things I’ve Learned the Hard Way 1. Win the War, Not your peril, and only after exhausting all the 5. Profit is Not a Four-Letter Word the Battle slightly-used options. Your prospects wouldn’t work for poor It is not your job to wages because they need to provide for prove someone wrong. 3. Slow Down With Prospects their families, just as you need to provide We routinely run into The longer prospects spend with you on the for yours. Don’t be bashful about asking prospects who don’t phone or in the dealership, the more likely for list price, because that’s what it takes to know much or don’t see things in a common- they are to buy a car. If you spend more time grow a business. sense way. Swallow your pride and find a on the steps to the sale, they will trust you way to bypass inconsequential conflicts. more, and you use up time they might spend 6. If You Want to Become a Manager or a You can show a prospect that he’s stupid shopping elsewhere. So take as much time Dealer, Act Like One or you can sell him a car. One or the other, as a prospect will give you. Learn the product knowledge, know the it’s your choice. The customer is not always inventory, study good sales technique, and right, but he is right most of the time, even 4. Don’t Take Things too Personally dress a cut above. When an opportunity when he’s wrong. After all, it’s his money. I look at it this way: I get along with 99 for advancement opens up, you’ll be the percent of the people I meet - the math obvious choice. 2. It’s a Lot Easier to Work With What’s suggests that my inability to get along with Already in Someone’s Head Than to the last one percent is not my problem, but 7. Don’t Forget That Your Health is Your Install Something New theirs. Some folks have led tough lives, Greatest Asset For example, if someone thinks a slightly- without the blessings that you and I have Your ability to honor your commitments used car represents a much better value than enjoyed. You don’t have to justify or suffer to yourself, your family and your career is new, then try to fit his needs with a slightly- their bad behavior - ask them to leave and compromised if you’re poorly nourished, used car. Undertake the switch to new at move on. sedentary and vulnerable to illness. Quit smoking, eat right and exercise, and start making a life instead of just a living. 8. Choose Worthy Goals, Write Them site traffic Down, and Get Started on Achieving r webes its nor spike Them Ou tim ma d You have less than 100 years to live. Are 5 lr you leaving them to chance? You know the to 2 “ cliché: Aim at nothing and you’ll hit it. Only . ate a tiny fraction of the population sets goals .” - but almost all the successful people I know set goals. Coincidence? 9. You Are The Biggest Obstacle to > Matt Lamoureux, Acton Toyota Success in Your Life Visit us at booth 3881C at NADA 2007 Luck does play a part. But I’ve seen lucky people make nothing of their lives and I’ve IMN Loyalty Driver™ is a turnkey e-marketing service that drives seen unlucky people succeed beyond all interest, sales and customer loyalty. Customized, trackable email expectations. The difference? The decisions communications provide tangible results for dealerships across you make in every moment of every day. the country. A couple of examples: Are your decisions moving you towards • 15 test drives scheduled within the first hour after an your goals or not? IMN Loyalty Driver e-newsletter was sent. • 90 phone calls in a month as a direct result of one IMN Loyalty Driver e-newsletter. Looking for results like these? Call 866.964.6397, ext. 214 or email ASGSales@imninc.com. Drive customers in…For sales, for life. Jeff Morrill is co-owner of Planet Subaru in Hanover, Mass., and Planet Chrysler Jeep Dodge in Franklin, Mass. He can be contacted at 866.872.8699, or by e-mail at 866-964-6397 imnLoyaltyDriver.com jmorrill@autosuccessonline.com. 16 www.sellingsuccessonline.com
  • sts fos ls ms sf fis TonyDupaquier f&i solution Increased Factory Warranty Equals Increased VSC Profits Vehicle Service same length of time as the factory powertrain Also, most dealerships price their VSCs Contracts (VSCs) coverage, and that is why a VSC is on the with a minimum amount of mark-up to help contribute significantly menu. If the factory sees a need to cover increase sales, but the increase in powertrain toward business the powertrain of a vehicle, the customer coverage allows for an increase in mark-up managers’ success. should certainly want to protect the rest of for wraps. Now that the factories the vehicle. have increased their powertrain coverages, The increase of the factory powertrain many business managers wonder what this Which VSC coverage does the customer warranties is an opportunity for business means for their future in the industry. need to purchase? The answer is a wrap managers to increase their success in the coverage. Most VSC providers offer wrap business office. Now is the time to capitalize It opens the door for increased sales and coverages that cover the entire vehicle on additional VSC sales and profits. increased profits. A challenge could be that with the exception of items covered by the customers may no longer think they need factory, thus “wrapping” around the original to purchase a VSC due to the increased coverage. coverage. This means business managers need to adjust their product presentation to A wrap offers many advantages. For overcome this perception. example, customers who are familiar with VSCs are accustomed to the price. With Perhaps the most important change business wrap policies, the overall cost is lower. Now Tony Dupaquier is the director of F&I managers need to implement is informing the value to the customer is higher, as many Training for the Automotive Training customers about the facts of powertrain offer important services such as towing, Academy. He can be contacted coverage. In general, these coverages do not rental reimbursement, roadside assistance at 866.856.6754, or by e-mail at cover as much as customers perceive they and trip interruption. tdupaquier@autosuccessonline.com. do. Traditional powertrain coverage covers three components: the engine, transmission and drive axel. This leaves the customer responsible for many major components, such as suspension, steering, the electrical system, brakes, air conditioning, fuel system, cooling Comple system and high-tech systems. On average, Custom te 60 to 75 percent of breakdowns result in a Built NO Advertisin g failure of a non-powertrain component. CONTRACT Campaig TO SIGN n! Furthermore, many of today’s customers drive in excess of 20,000 miles per year. Depending on the part of the country, AGE NC W ELCO IES this average may exceed 25,000 miles. ME Explaining to a customer when the base factory coverage expires is critical. In many V iew At : cases, the coverage will expire within a year Samples and a half. Once customers realize how much the powertrain coverage actually covers and how long it will last, the opportunity to upgrade with a VSC becomes easy. State to the customer that the factory has given him or her coverage up to 100,000 miles on the vehicle’s core components. Then ask, “Wouldn’t it be great if you had coverage Honda Dealers: Setting up an ad group? that covered the entire vehicle for the same Call Us! We have over 12 years experience as a General Motors key ad agency. amount of time?” Most likely the customer Call Mike Nichols at 866-642-4657 will say, “Yes.” During the menu presentation, explain to the 6 4 2 4 6 5 7 customer that he or she stated the desire to or email: mike@nicholsmedia.com A merica’s have coverage for the entire vehicle for the © *Plus dubs, shipping and announcer. december 2006 17
  • sts fos ls ms sf fis SunnyKnocke marketing solution Innovate or Die Five years ago, e-mail the mid-90s with a growth of 200 percent. new method of communication and the fact marketing emerged that you are communicating with them on as cutting edge Did you know? their terms and on their time. Remember, technology in the • On average 94 percent of all text these customers voluntarily gave you marketing mediums. messages get read (according to ICM, their mobile phone number so you could As a marketing 2005) communicate with them. consultant, I encouraged dealers to take • 18-29 year old consumers use text advantage of this new technology as a viable messaging more often than voice to But, Please Text Responsibly: way to communicate with their customer communicate (eMarketer, 2005) 1. Do send happy birthday messages, base. Yet while dealers had heard of the • 80 percent of consumers keep their service reminders, thank-you power of e-mail marketing, few utilized mobile with them all day (eMarketer, messages this tool, saying “I don’t check (or have) e- 2005) 2. Don’t over text your customers mail so I know my customers don’t check • When given a choice, 39 percent of 3. Do partner with a reputable text e-mail.” US consumers prefer text messages to messaging company who will radio or TV advertising; however, only properly create and deploy your Today, five years later, e-mail marketing is 3 percent of most marketing campaigns campaigns for you the most powerful method of communication currently have a text component in the automotive industry. Those dealerships (Nightfly, 2005) Text messaging can benefit all areas of the who embraced this form of communication dealership. Service managers can send have amassed thousands of e-mail addresses Various industries from real estate to school service reminders and recapture incentives that enabled cost effective and efficient systems have adopted this unique form of to draw old clients back into their service marketing. They saved tens of thousands of communication — text messaging — and drive. Sales managers can send owner loyalty dollars utilizing e-mail instead of dying on likewise the automotive industry should certificates to customers looking to purchase the vine. These dealers were innovative. be on the forefront of this technological a new vehicle. Whatever the message, text explosion. Your customers are looking for messaging offers the right medium for a As technology advances and new forms companies that will market to them in a tech-savvy generation. of communication emerge, a younger manner in which they want. In other words, generation is embracing fast and portable they want fast methods of communication We know that we need to innovate to stay methods of communication. while on the go. They want to be connected ahead of the curve. Technology is bound to outside of the home and office. Dealerships change, and we in the automotive industry What is the next wave of communication must be attuned to the needs of their need to change with it. Those who embrace and marketing in the automotive space? prospective customer base and in the age of change will benefit with more sales and cellular technology, text messaging provides increased profits. The mobile phone. a quick and effective method of marketing. So, if you are thinking “I don’t use text Mobile Phones and Text Messaging With eight billion messages sent every messaging, therefore my customers must Where is your mobile phone right now? I’ll month, a dealership can reach a much not use text messaging,” just remember that bet that it is somewhere very close to you larger customer base. “The text messaging dealers were saying the same thing about e- because it is convenient, easy to use, and system enhances key areas of our customer mail communication five years ago. If you keeps you connected to your family, friends, follow-up,” said Richard Mikels of the Beck still don’t believe that text messaging is the employees and customers. By harnessing this Automotive Group. “We are now reaching future, I challenge you to take a look at your common device as an important marketing far more customers in an extremely cost- customers waiting in your dealership now. tool, a dealership can cost effectively reach effective and efficient way.” Do they have their mobile phones with them? a new sector of their customer base and Do you see them text messaging? increase profits. Did you know the average dealer’s database has 20 percent mobile phone numbers listed So go ahead. Take the leap. Innovate. In the wake of multi-channel technology, as the home phone number? Dealers have new and innovative methods of marketing mobile phone numbers in their database have emerged. Customers that live in today’s even if they haven’t been actively collecting fast-paced environment react strongly to them. marketing that is portable and congruent with their individual lifestyles. Reports show that Will you upset your customers by text SMS — short message service, commonly messaging them? Yes, a few. Did you upset Sunny Knocke is the president and co- referred to as “text messaging” — is the your customers when you started e-mail founder of MarketView 360. She can be fastest growing communication tool. Its marketing to them? Yes, a few. However, a contacted at 866.452.3715, or by e-mail at success parallels that of the Internet boom in majority of your customers appreciate your sknocke@autosuccessonline.com. 18 www.sellingsuccessonline.com
  • sts fos ls ms sf fis MichaelYork sales and training solution And Now the Starting Line-Up for Tonight’s Game... Welcome to a NEW preparation or plan or expectation for new NFL, because those things all matter to the SEASON. As the year results if you’re just doing the same old things, success of champions. And they matter to winds down to the final letting one season run into the next with no you and me as well, or they should. buzzer, a new “season discernable (or measurable) difference. opener” is in sight. Success leaves clues, and big success is Everyone begins at the In my message to the team that night, I opted available if you’re really interested in asking same starting line. Are you ready for a NEW to lead with ancient wisdom about something better questions and pursuing the answers SEASON? they already know a lot about: Seasons. “To diligently. everything there is a season—a time for every On opening night in the NBA just a few weeks purpose under Heaven.” And to challenge Mentors and coaches and models are great ago, I was asked to speak to my “home” team them to a new commitment for this NEW resources, but some individuals have the in a pre-game chapel. The Charlotte Bobcats SEASON. attitude that their experience or talent in the new downtown arena, on opening alone makes them smarter or above help night. Cool. There were lights everywhere 2. Think (Differently) and Grow Rich from someone else. Sad but true. We see it and music and crowds and a buzz that was That’s largely my message to most any everyday in professional sports and in the pure energy. It was most definitely “The audience, to think differently about something marketplace. Show.” they already know a lot about. 5. Commit to Winning How Do You View Your NEW SEASON? Of course the thing most all of them were Commit to winning the day, and winning I’ve done this before and it’s always exciting, thinking about was work or their “on-the- over the length of a project or a SEASON. but there is a special excitement reserved court” commitment, but I also wanted them Most all of us have heard the old adage, “it for opening night. Is that how you view the to consider their after-hours commitments to doesn’t matter whether you win or lose….” coming year? With a special excitement? the travel, the ups and downs of the season, And I guess I would say to you, “It doesn’t family, life, etc. matter whether you win or lose…until you An enthusiastic attitude? Here’s a list of my lose. And then, suddenly it matters.” “quick hits” from my night with the pros: 3. Attitude is (Almost) Everything I encouraged them to be strong and expect It’s OK to win; in fact I much prefer it over 1. Prepare with Endurance that things will be good at times and to know losing, and I’ve tried both. Trust me on this and Expectation that there will be some low times as well. one. You can’t win them all (another cliché), One of the biggest differences between the That’s a good lesson for us all. That’s how but you can prepare and commit to winning. college and professional seasons in basketball life and work and “things” are for us all, so Losing is certainly a part of the process of is the length. Not 30 games or 40 games or we should prepare with an expectation of becoming a winner, but don’t get too used to even 50 games - there are 82 games. what’s ahead and commit to getting through it or let losing become who you are and what those times with an unshakeable attitude that - or whom - you’re associated with. Preparing with endurance is key. The season says more about who we are than what kind is a long one. How are you preparing for a of season we’re going through. It’s a new season, are you ready? new opportunity in 2007? Why not do a review of last year, set some new I challenged them to ask better questions goals, focus on some of the fundamentals that The NBA’s best teams know what this and to pursue the answers diligently. Many could make all the difference, and see where marketplace and its best players know as well: individuals (and teams) say they want things you could end up come playoff time? “When opportunity arrives, it is too late for to change but they don’t commit to the preparation.” It’s the same reason Broadway actions and the attitudes that will bring about If you’d like the rest of my short list for plays have weeks of rehearsal and Disney any measurable change in themselves, or in “players” in the new season, e-mail your World has parades at 3 a.m. - preparation for their results. request to the address below. the opportunity that “THE SHOW” brings. 4. Become a Good Student Michael York is an author and professional These players have been at work for weeks, What if top performance and high achievement speaker. He can be contacted at even months, in what is known as the “OFF” were as simple as reading, listening and 800.668.5015, or by e-mail at season. No off-season for you, you say? writing? It’s why there are coaches and myork@autosuccessonline.com, or visit Why not? Maybe you should re-think your meetings and playbooks in the NBA and www.MichaelYork.com. 20 www.sellingsuccessonline.com
  • sts fos ls ms sf fis PattiWood sales and training solution The Proper Way to Apologize To Friends, Family, Co-workers and Customers Follow these rules step probably care less, but you have left an intend to do whatever it takes to make by step for an apology opening to talk about it later if you need things right. You can’t help what has already that takes the pain to. If you absolutely must make an excuse happened, but you will come up with a out of the process for right now, make the excuse briefer than your solution to the problem, or if you’re in a you and lightens the apology and, whether writing an excuse or business situation, you will find someone who pain of the offended party. The best way to giving it face to face, follow it with another can. When I suggest you take responsibility, apologize is face to face with the person, but statement of apology. I mean you accept it. Do not say, “We are you can use some of these steps to form an sorry.” Instead say, “I am sorry.” apology letter as well. Step Six Make sure your voice, facial expressions Step Nine Step One and body language are sending the same Show your regret. People will complain till Communicate your apology as soon as message as your words. If you are not they see you get their pain; some people possible. Research shows waiting will make feeling respectful, your tone will tell the will not fully accept an apology unless they the problem actually grow in severity in their tale. When your word message and your know you have suffered too. Pain for pain minds. nonverbal message disagree, people will can make a conflict disappear. Come right always believe your nonverbal message is out and say you are sorry or ashamed (“I felt Step Two the true message that comments your honest bad the minute I said that. I’m ashamed of Let go of your desire to win, be right or emotions. You must apologize with complete myself.”). make excuses. It is about keeping and/or sincerity without any subtle eye-rolls or maintaining a relationship. exasperated looks, or even looking away Step Ten slightly. Anybody who has a teenager in their Take the heat. This is the toughest part. After Step Three home knows the difference between a smart you say you’re sorry, you need to stop and Apologize. You can say, “I apologize,” or “I mouth apology and a real apology. listen to hear the person share their pain and am sorry.” anger. Step Seven Step Four Sympathize. This is especially important if a Step Eleven Keep the message clear of “buts” and excuses person is emotional. If someone is emotional, Take action to repair the damage. For your (“I’m sorry, but I had to take that phone call. they will keep emoting until they feel heard apology to be complete you need to do It was really important.”). Stay clear of the and understood. Case in point, an angry something to repair or fix the injury. Decide blame game (“I am sorry, but it’s not really customer will get angrier until they know what you can do and tell the person. If you’re my fault, my boss…”). If you start making you get their pain. Empathize. Let the person dealing with a customer, whenever you can excuses, you may start an argument. If you know that you can identify with his feelings. offer a bonus of some sort or waive fees. It choose to be agreeable, that is not possible. For example, “I can appreciate you’re very doesn’t hurt to offer friends and family a frustrated about receiving a faulty product bonus as well. Step Five or poor service, I would be frustrated, too.” If there is an excuse, use this phrasing: “I When someone feels heard, they don’t have Following these steps can soften a hurt. And am sorry, I messed up, there is a reason and to keep talking. Their feelings have been know that it never hurts to send flowers. I would like to talk to you about it at some validated. You can also assure them that you point but the most important thing for you to did not mean them harm (“I did not mean to know now is that I am sorry.” If the person offend you with that comment.”). is calm and rational, they will immediately Patti Wood, MA, CSP is a professional ask you the reason. If they are emotional, Step Eight speaker, author and coach at Communications Dynamics. She can be angry and upset, they are not ready to hear Accept responsibility for the situation. Be contacted at 800.849.3651, or by e-mail at it and have a discussion about it, and could accountable. Let the person know that you pwood@autosuccessonline.com. 22 www.sellingsuccessonline.com
  • sts fos ls ms sf fis WillParquette sales and training solution Positive Action Systems Car Business Fundamentals Sell Yourself First, Customers Choose One Car Over Another Customers Appreciate Follow-up Calls - It Next Your Dealership, for the Smallest of Reasons Shows Them That you Care and Then the Vehicle Sometimes a seemingly insignificant feature A follow-up call is welcomed by most First impressions is enough to tip the scale for the customer customers. It tells them that you appreciated are priceless and when deciding which car to buy. The location their visiting your dealership and that you unchangeable. Always of a cupholder, a handy center console, or value their business. be ready to put your best effort forward. any number of small features may be just the key to satisfying a customer’s motivation to Ego Never Sold a Car Salesmanship Starts When the Customer buy. Don’t pass over the obvious or overlook It’s great to have self-confidence, but having Says “No” these and other items; one of them could be too high an opinion of yourself as a sales Overcoming rejection and answering the customer’s “hot button.” person will not help. After all, it’s what the objections are among the most important customer thinks of your abilities that really skills a sales person needs to develop. In The Higher the Gross, the Happier the matters. Sales people with huge egos are most cases, when a customer says “no” they Customer rarely ever good listeners, and listening is the are really saying “not yet,” meaning that they Perception becomes reality, and the best deal fundamental essential skill to sales success. have not been given enough value to make a is the one the customer feels like they got. buying decision. You can Shear a Sheep Many Times - You can Only Skin it Once The Feel of the Wheel Makes the Deal Follow up Until They “Buy or Die” Customers who are treated professionally and A proper and structured test drive is an Don’t miss the opportunity to turn a fairly will return and buy over and over again absolute must. Today’s vehicles offer so customer into a be-back and ultimately make if followed up properly. Start building your much more in performance and utility than the sale. Many opportunities to do business clientele by helping your customers get the those of any time in our history. Get with your are available. Stand out from the pack by right car and a fair deal to go with it. manager and learn how to do a professional making professional follow-up calls in a walk-around test drive. timely and diligent manner. It is Really not Possible to Guess a Customer’s Means From Their Appearance Your customers come from many walks of life and dress, and look and act in many different ways that don’t necessarily reflect their financial status. Therefore, trying to guess who is capable of buying and who isn’t based on appearance is impossible. Give all customers professional treatment and a fair chance to do business. Customers do not Always Buy the Vehicle They Came in Looking For The customer who may insist on a particular model or option may really want what they say, or just need more information before landing on a selection. Explore other options with the customer and suggest alternatives. Something else on the lot may catch their eye, so be flexible and prepared to change direction. Women are Decision Makers Right from the introduction at the meet and greet through the rest of the road to the sale, women need to be addressed with the same attention and respect that their male counterparts receive. This is especially true if a woman is shopping for a vehicle by herself. Will Parquette is the training director for Columbia Ford Lincoln Mercury. He can be contacted at 866.647.0467, or by e-mail at wparquette@autosuccessonline.com. 24 www.sellingsuccessonline.com
  • sts fos ls ms sf fis MarkTewart sales and training solution People Hear What They See After returning home songs into his act but delivered them in a from a speaking different manner. He gave them something engagement in New to see while they listened. The changes in York, I wanted to relax Darin’s act changed the perspective and a little and flipped the acceptance of the audience. He became channels on the TV popular again but in a certain niche delivered until I came to a movie called “Beyond the in a different method. Sea.” My intention was to just watch and enjoy the movie and just release all the What exactly was the “aha” moment or tensions of work and travel. It was time to “writer-downer” thought that hit me when veg-out and not think. Then – boom – it I watched this movie? Two things. First of happened. A line from the movie hit me like a all, think about the line “People hear what thunder bolt: “People hear what they see.” they see.” How do your customers see you and how does that influence what they hear “Beyond the Sea” is a movie about the from you? How are the first impressions of life of Bobby Darin. Darin was a singer you and your dealership influencing your and actor from the 50s and 60s. Darin was customer’s trust in you, belief in you and the part of the so-called crooner-style singers establishment of a buying relationship with such as Tony Bennett or Frank Sinatra. He you? Visual impact can be huge in delivering had a very successful career that included your desired message. many hit songs, two Grammy Awards and a nomination for an Oscar for one of his movie Second, how are you delivering your performances. desired message in your dealership and your marketing/advertising? Are you delivering Even with his success, Darin, like many of a message that is not matching your market the crooner-style singers of that era, became anymore? Is your message worn out? Is the obsolete overnight. The British invasion delivery mechanism or media choice for your and the Beatles came to America and rock message successful? music and folk music swept the culture. The Vietnam War was in full swing and the protest Careers, businesses and everything and movement, along with “Peace, Love and everybody face constant change. The Drugs,” was the common theme. Music was question is what are you doing to understand being played in large concert halls and not that change and adapt to it? Traditional the nightclubs that had made Darin popular. advertising is dead. Traditional sales He was suddenly old news at a young age. techniques are outdated. Are you making the necessary changes, or are you waiting for the In a scene from the movie, Darin discussed market to change back to the old times? his frustration with his career with his wife, TLC – Think Like a Customer. Listen to and movie star Sandra Dee. Then, Sandra Dee observe your customers and marketplace. delivered the line that woke me from being Read as many various types of magazines drowsy: “People hear what they see.” as you can. Go to the mall, sit down and just watch people and their shopping habits. Darin had been trying to suddenly play war- Dinosaurs did things the way they always had protest songs while playing the guitar to done them. One day, they wound up extinct. now-younger audiences in traditional clubs like the Copacabana. Although still young, Go over the 3M’s of your sales and Darin was playing to younger audiences that marketing with a fine tooth comb – Message, distrusted anyone older, and because he was Marketplace and Media. Don’t hold any rapidly balding, he appeared that much more existing knowledge or so-called truths to be out of date to the audience. He had changed universally true. Adapt, niche and be bold in his song delivery to sitting on a stool while doing so. Look and listen intently for keys to singing intense war protest and political success everywhere. You never know when a songs. His message, which mirror-imaged lightening bolt will hit you and someone will the message of many popular singers of the say something such as, “People hear what times, was falling on deaf ears. they see.” Because of the observation of his wife, Darin Mark Tewart is the president of Tewart switched gears and moved his act to Las Vegas. Enterprises. He can be contacted at Vegas audiences were used to big shows and 866.429.6844, or by e-mail at lots of production. He incorporated his new mtewart@autosuccessonline.com. december 2006 25
  • sts fos ls ms sf fis HeatherConary marketing solution Tuning Your Web Site for High-Performance: Using Key Performance Indicators, Part 4 In the past three issues are not as enticing to browsers as vehicles In any of the first three cases, you can of AutoSuccess, I with full information. remedy the situation by adding the missing have written a series information. of articles on Key If this is the case with some of your online Performance Indicators inventory, you can easily add pricing and Online tire kickers are the same as they are (KPIs). These are photos to reflect customer interests. on the lot – there isn’t much you can do gauges you can use to determine how well about them. your Web site is performing. Adding descriptions or a story can also frequently help a customer feel more No Calls to Action To calculate these KPIs, you will need a set comfortable about the vehicle, as it helps Analyze your vehicle page to determine if of your statistics from your Web site. There them “see” the vehicle without it being there is an obvious and easy way for your are many different statistics providers out physically present. customer to contact you if they are interested there (Urchin, CoreMetrics, WebSideStory, in a vehicle. or even proprietary solutions.) If you need Low-Traffic Inventory help finding the measurements referenced If a vehicle is among the ones getting little or • Is your phone number displayed in my article in your own statistics package no traffic on your site, but has its full array of prominently? reports, feel free to e-mail me. information, there are other tactics you can • Are your address and hours displayed use to increase interest in it. or linked prominently? Analyzing Inventory Traffic • Do you offer directions to your If you have your inventory listed online, it’s Designating them as “Specials” or dealership? a great source of information on what your “Manager’s Picks” can help you create • Do you have a form for customers to potential customers are looking at. excitement and interest among these often fill out and request more information? overlooked vehicles. Let’s assume you have each of your vehicles If you answered “no” to any of these, you’re listed on your Web site. What vehicle are Much like your front line should be missing an opportunity to catch an interested most of your customers interested in? How rearranged frequently to reflect changes customer, as well as to gather information on would you know? to your inventory, your inventory specials a lead. should be no different. To figure this out, you will need a report that If you answered “yes” to all of these, you can shows either searches, or visits to a page. Analyzing Inventory Leads still do some work with these to make them Once you determine which vehicles are more enticing to customers. Depending on your statistics package, your being browsed most often, you can use report will most likely indicate the stock this information to work with the leads you • Do you simply list the phone number? number and/or VIN, as well as the number receive. Or do you state that a customer can get of views that particular vehicle received. information on the vehicle instantly To begin analyzing this information, you by picking up the phone? By using this data, you can run analyses on need a posted forms report. This report • Do you offer a form for customers to it like: shows which forms on your Web site are fill in their information? Or do you • Which years, makes and models are getting filled in and submitted. allow them to schedule a test drive? getting the most interest? • Which years, makes and models are Alternately, you can use the hard copies of There are an infinite number of ways to getting the least interest? the leads you receive (either in your CRM optimize your Web site and your calls to • What prices are most of your application or in your e-mail inbox.) action. For more ideas, feel free to e-mail customers looking to pay? me. If you have a vehicle that has a very Once you have this data, you can use it as a high browse rate, but had very few leads By analyzing all of your copy using your tool to help you merchandise your inventory submitted, this could indicate: statistics, you can make good decisions that online. • The customer was surprised by a price will help you grow your online business. that wasn’t what they were expecting Once you know which vehicles (by year, • The customer was expecting a price Next Month: Using Web site statistics to make or model) are getting the least attention that wasn’t listed determine the effectiveness of your offline from your browsing customers, you can use • The customer was expecting to see marketing campaigns. this to your advantage. photos or a description of the vehicle and did not Heather Conary is a Web developer at Vehicles Without Information • The customer was a tire kicker and Downeast Toyota-Scion-Buick. She can Frequently, unpriced vehicles or vehicles was only browsing be contacted at 866.386.4914, or by e- without photos (or with only stock photos) • There was no call to action mail at hconary@autosuccessonline.com. 28 www.sellingsuccessonline.com
  • sts fos ls ms sf fis MikeNichols marketing solution How to Effectively Market on Television What’s the first step hire an agency, or you can do it yourself. Just How many of us remember jingles like “See in effective television get all the rates and program information from the USA in a (_________)”? This jingle marketing? Before all the stations and figure out an average cost hasn’t been on the air in years, but many of us you make a media buy, per thousand (CPM) to use as a benchmark. can still recall it. decide what you’re For instance, if the local news cost $300 and trying to accomplish. reaches 15,000 adults, your cost to reach Once you have the budget, the format and a If you’re selling your dealership as a brand 1,000 people is $20. You can use this CPM good tag line or jingle, you’re ready to put in and interested in long-term value, you may as a basis for nighttime TV. Then, do a couple your offers. What can you offer the public that consider buying your strongest local news in samples at different times of the day to other dealers can’t or don’t? Maybe it’s the the morning, as well as night, several days a establish a CPM for each day part. This will lowest prices. That can be pretty hard to prove week. People watch all types of entertainment make it easier to negotiate with all the stations every day. But you can offer new cars and and news programs, but a vast majority of in the market. And, by the way, you can use trucks with attractive payments, or you can them do tune in to their local nightly news. these CPMs to compare with radio as well. offer a group of nearly new vehicles at far less And many people have their local news on Most cable markets don’t have ratings, so than new. Just put yourself on the customer’s while they are getting ready in the morning. you just have to buy that on any research the couch and think like they think. What would They may not be paying close attention, but cable company can provide, and your media entice them to be interested in a vehicle right if you advertise there on a consistent basis, it instincts. But you know ESPN, CNN, FOX now? Maybe they would like a new 4x4 to get will build Top of Mind awareness. The same News, Discovery, the home improvement and ready for winter. Or maybe they would like is true for the nightly news. If you advertise the movie channels are usually a safe bet if the a new or newer minivan for taking their kids there night after night, you will build long- price is right. to all the school events, and you have a good term residual value over time, and customers selection of them at great prices and payments. will be more likely to consider your dealership Once you’ve decided what you’re trying to Or maybe they would be interested that your when they are in the market for a vehicle. accomplish and have devoted a percentage of service drive is open late or on Saturdays. your ad budget to television, you go to work It depends whether you’re building for this If you’re more interested in short-term on your message. If you read my last article, week, this year or building customers for life. traffic, you can use television as a high- you may remember your long-term message If you are building customers this week, the impact medium. Here you would buy specific has to come from within you and your message should be urgent and you have to programs and run several commercials in organization. These are your absolute core freshen it often. If you’re building long-term each program. You would compact your ads values - who you are, and what you want your business, you could continue to tell customers over a few days running a lot of commercials employees and customers to think about your the same message over and over again, but each day. Anyone who watches TV, and most store. You can hire an advertising company freshen the ads from time to time. A good people do, would know you were having a to make good commercials for you on a example would be Geico. They have the special event or sale at your store. In this way, regular basis, or you may consider spending same product and message in all their ads, but you make a big impact on a fairly large group some production dollars to make a good freshen the execution on a regular basis. of people, of which a percentage of them will “donut” – a really good, attention-grabbing A recent marketing survey stated that your respond to your message. This group will commercial or series that have a place within message has to be relevant and interesting definitely know that you have a special event it to change the message on a regular basis. or people won’t watch it. That’s especially at your dealership and they will consider Or, you could choose to do it yourself with the true of women. And since women influence shopping your store soon. help of a local TV station or cable company. 85 percent of automotive purchases, it’s Some dealers even go on camera themselves And don’t forget cable. Even though they very important that your message make an and do so very effectively. It does take a time may not have as large an audience, there are emotional connection with them. Remember, commitment, and you will get positive and groups of people who watch certain programs it doesn’t matter what you are trying to sometimes negative feedback from people on a regular basis. There’s sports fans, news communicate to a prospective customer, if you see in public, but Cal Worthington and junkies, movie watchers, music lovers, even they don’t see or hear your message. That’ s others have been very successful at it, so it home and garden enthusiasts (notice the rise of why you should consider using television as can be done. these types of programs and their popularity). an integral part of your marketing strategy. Each of these groups makes up a niche, and Then, I would suggest a good jingle. The best Mike Nichols is president of Nichols there are riches in niches. campaigns usually have a strong tag line and/ Media. He can be contacted at or jingle, especially on a local level, where 866.590.1624, or by e-mail at So, how can you make a good buy? You can an elaborate production is not cost-efficient. mnichols@autosuccessonline.com. January 10th, 2007 New York 30 www.sellingsuccessonline.com
  • In 2006, dealers rated Dealix “Highest in “ It’s great to see Dealix receiving the highest marks in the latest J.D. Power Dealer Satisfaction with Online Buying Services and Associates study. With Dealix, we get a higher closing ratio than with any other lead source, so I’m able to help long-term Dealix customers and with New Vehicle Leads.” like Rick Hendrick Toyota and Capital Ford, the #1 online Ford dealership, achieve their best e-commerce results ever. Congrats Dealix, and thank you!” – Paul Miller, President of Dudley-Miller, Inc., advising many top dealers nationwide “Bravo, Dealix!” – Gilbert Chavez, Internet Director for 17 Phil Long Dealerships, the largest privately-owned dealer group in Colorado Dealers have also rated Dealix their #1 new car sales lead provider in studies by Ward’s Dealer Business and Auto Dealer Monthly.* Thank you for rating Dealix the highest! The J.D. Power and Associates Dealer Satisfaction with Online Buying Services Study, rated on business generation, dealer supports/service, fees and transmission of leads. To get an immediate estimate of the number of leads in your market, (Did we celebrate? Yeah, for a minute. Then we got back to work.) try the Dealix On-Demand Lead EstimatorSM at www.dealix.com. *For details on these studies, call us at (800) 717-8079. Dealix received the highest numerical score for new vehicle leads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction with Online Buying Services Study.SM Study based on 1,010 dealer evaluations in June – July 2006. Your experiences may vary. Visit jdpower.com. Dealix is a division of The Cobalt Group.
  • sts fos ls ms sf fis SeanWolfington leadership solution Leadership Requires Love “Love” isn’t often more loving and caring attitudes toward each and transforming and need not be spoken of thought of as a other as well as to our customers? to exist. It can be perceived without words common corporate and extends beyond the boundaries of any term or factored into the Dr. John Hoyle, professor of educational language barriers. A true leader does not lift management strategies administration at Texas A&M, has written his hand above, but rather outstretches his and goals of dealerships his ninth book, “Leadership and the Force hand toward his followers. Just imagine what and other businesses. Love, like leadership, of Love.” In his book he explores “Six Keys a difference it would make in the world if all can be difficult to define. In the world of to Motivating Others With Love:” visioning, of our political, professional and business business it’s easy to discuss investments, communicating, teamworking, empowering, leaders would be inspired to act out of love strategies and other factors that influence mentoring and evaluating. Hoyle believes rather than for power and wealth. success; but try drumming up a conversation that expressions of love are not only possible in the board room about emotions like trust in a professional setting for persons in The world’s greatest leaders have incorporated and love and watch the atmosphere of the leadership positions, but are, in fact, critical love into their leadership responsibilities conversation go from secure to silent. So, for any success. “If you look at the greatest to make a difference and inspire others to what’s love got to do with leadership? leaders the world has ever known - Jesus greatness with incredible results. Don’t worry Christ, Ghandi, Martin Luther King, Mother if the concept makes you a little nervous; The truth is that love and leadership are Teresa, Billy Graham and others - you will simply intending to be an instrument of love attributes that together make powerful allies. find one common thread, and it’s that they led is enough to begin to make a difference. Love, in its purest sense, is about truly caring with love, not by force,” says Hoyle. “Great what happens to others, and leadership leaders reach people through the heart, not May the spirit of love be reborn in your heart involves the ability to influence the behavior the head. The bottom line is this: If you can’t this Christmas Season. of others toward a common goal. Leaders love, you can’t lead.” who are bonded to their colleagues through love develop trusting relationships and It is a simple concept. We were created in Sean Wolfington is the general manager of effectively inspire loyalty, cooperation and a the image of love, so it makes perfect sense BZ Results, an ADP Company. He can be desire to achieve. Wouldn’t our businesses be to intentionally adapt that virtue whenever we contacted at 866.802.5753, or by e-mail at more successful if we promoted and expected step into a leadership role. Love is powerful swolfington@autosuccessonline.com. 34 www.sellingsuccessonline.com
  • sts fos ls ms sf fis JesseBiter leadership solution The Spirit of Christmas At the conclusion of the be for all the people. Today in the town of and “Happy New Year” roll right off the 1843 Charles Dickens David a Savior has been born to you; He is tongue without a second thought. “Merry classic, A Christmas Christ the Lord.” Christmas” should do the same. Wishing Carol, a recently- Luke 2:10-11 a stranger a “Merry Christmas” is not a enlightened Ebenezer condemnation of non-Christian beliefs. It’s Scrooge proclaimed, In the recent mid-term election, many of the simply a warm greeting to be shared at a “I will honour Christmas in my heart, and races were decided by razor-thin margins. special time of year. try to keep it all the year. I will live in the In some cases, the winner was elected Past, the Present, and the Future. The Spirits by less than one percentage point. Tight So what’s all the “bah, humbug” about? of all Three shall strive within me. I will not elections are a part of our political process Christmas is a time for kindness and shut out the lessons that they teach.” Much and ultimately the results are accepted by the compassion towards others. It is a time for has changed over the years, but the moral of closely-divided electorate. Our government family and fellowship. It is a time for joy Dickens’ beloved tale is as timely as ever. is run by elected officials that nearly half and peace. Christmas is also a celebration of the constituents didn’t even vote for, so of the birth of Jesus Christ, whose teachings In recent years, a Scrooge-like minority of why doesn’t that same democratic process are revered by both Christians and non- secularists have adopted an extreme brand apply to other aspects of our society? Over Christians alike. It’s a time for humankind to of political-correctness, diligently working 80 percent of Americans at least classify come together and put aside our differences, to take Christ out of Christmas. Dickens’ themselves as Christians. Over 95 percent of even if just for a day. three “Ghosts” would surely be dismayed Americans celebrate Christmas – regardless to learn that Nativity Scenes and Christmas of their faith. Not even Scrooge himself So exercise your Constitutional right to Carols have been traded in for innocuous could argue with those numbers. celebrate Christmas any way you see fit. It snowflakes and friendship trees. The media- is, as they say, the most wonderful time of propelled “War on Christmas” has grown into Putting those staggering statistics aside, the year. Merry Christmas. a perennial hot-button issue and the identity the fact remains that Christmas is a federal of this most sacred holiday is at stake. holiday, signed into law by President Ulysses Jesse Biter is the president and CEO of S. Grant in 1870. No one seems to be offended HomeNet, Inc. He can be contacted at “But the angel said to them, Do not be afraid. by the public acknowledgement of other 866.239.4049, or by e-mail at I bring you good news of great joy that will federal holidays. “Happy Thanksgiving” jbiter@autosuccessonline.com. december 2006 35
  • sts fos ls ms sf fis DavidKain marketing solution Secrets to Online Pre-Owned Sales Success When a dealer making for a huge value” and, even though they are not as cleanly considers their presented as those on the DoneDirect site, approach to online or they are compelling and provide excellent selling, it is wise to details to promote confidence. follow the leaders and “We have all the keys, books, remotes, mats duplicate their actions and a clean mechanical check-out report. A feature that they emphasize is their “eBuy” to motivate customers to request information Other than it needing rear tires (1/32) and option. When you click this button, you are for their vehicles by e-mail, phone and walk- an alignment, there is nothing to address!” provided with a description of their eBuy in. Vehicle display both online and off is the process that encourages you to “Bypass the cornerstone to your success. This article will The message that comes through clearly normal sales process, no sales man involved.” outline some of the actions used by leading to any prospects is that the vehicle is as Further down the page they add this language: dealers to drive high-response rates from described and they can safely drive across “Leaves you only with the decision of how their own Web sites, online classified sites town or across the country to pick it up or you would like to pay for your selection... and online auction sites. have it delivered to their home. either cash, or utilizing our superstore style buying power to finance with us at the most One of my favorite used vehicle Web sites The finishing touch is a remarkable display competitive rates available. (Your eBuy is www.DoneDirect.com. When you visit of the vehicles in photos that have a clean assistant will coordinate this as well as any the site you’ll notice that the layout is simple white background. The photos provide shipping needs if required with you before to navigate for the customer. By clicking close ups of each critical element including you take delivery of your purchase.)”. the inventory tab, you end up with an easy the odometer, the VIN number and enough to scroll through list of the vehicles they interior and exterior photos to make you feel If you are a serious online buyer, then the site currently offer for sale. This is not the most like you are walking around the vehicle. delivers a tremendous amount of information modern of inventory presentations, but it is to convince you it is better to use the eBuy easy to work with and the brands are laid out This dealership carries the display to each of method and your results will be just as in simple alphabetical order. The beauty of the properties that they market their vehicles described. the site cannot be fully appreciated until you on, whether it be online classifieds or online click on a vehicle and view the descriptions auctions. Now, since I did not actually go through the of the vehicles. The straightforward language steps to purchase a vehicle, I cannot report is convincing and compelling for customers Another Web site that is very impressive is on the offline experience, but if you look and the message that comes through is that www.luxurymotors.com. You may know at the testimonials and see the ratings these vehicles are exactly as they are presented so this dealership from their unique advertising companies have on eBay, you can assume you can feel confident in your purchase. inside airline magazines. This is a perfect the offline process is as customer focused as example of using print advertising to drive their online process. At the end of the day, Some examples of the language used to traffic to your dealership’s Web site. The ads these companies have made the decision to describe their inventory that I particularly in the magazine give brief descriptions of provide an excellent customer experience enjoy include these statements on the the models they have available for sale along and let their reputation carry them to the next inventory listed in early October. with the number available at the time the ad level. was submitted for publication. The number “The exterior has a few bumps and available is impressive and oftentimes they If you want to improve your online process, imperfections, but nothing that impacts list more than 100 of a vehicle brand or you can save a lot of time by just following anything other than the price” model. the leaders. or Their Web site is impressive and when you visit, it delivers on the expectations outlined David Kain is the automotive Internet “$32,770 new last year, under $20,000 now! in their print advertising. The search function training specialist at Kain Automotive, Inc. This is the way to buy your next vehicle. You is logical and easy to use. When you arrive He can be contacted at 800.385.0095, or find a clean one coming from a quality seller at the vehicle detail page you are treated to by e-mail at dkain@autosuccessonline. that has already taken its initial depreciation a remarkable number of clear photographs com, or visit www.kainautomotive.com. 36 www.sellingsuccessonline.com
  • sts fos ls ms sf fis PhilSura marketing solution Video Streaming Reaches the Market and Boosts Sales Progressive dealers Search Engine Marketing (SEM), or pay- dramatic improvement in their Internet sales can use Web video per-click advertising as it is sometimes by moving ad dollars in their budget from advertising to gain an called, gains its power from the fact the car traditional media to a new combination of advantage over their buyers are going to the Internet to search for SEM and Web video which is featured on competition. and view information that they actually want both their Web sites and in video e-mail to view. When seen in the context of a car campaigns. Contemporary markets are Eighty percent of car buyers use the buyer’s Internet search for information on a being literally transformed through these Internet to conduct pre-purchase research. car he or she is interested in, a video on a approaches A dealership’s Web site should be viewed search landing page can be radically more as an extension of their physical location. engaging than a search result that offers Here are some advantages of video Adding Web video content makes for a pictures and text alone with no sound or streaming: more effective and engaging Web site movement. By using video in combination that will better connect with customers. with their SEM and Sear Engine Optimization • It would take 30 pages of text to Web video content can also be used with (SEO), dealers can focus their ad budgets on provide the information contained their e-mail campaigns by sending videos the most important percentage of the market: in one 60-second video. rather than static pictures and text. The use prospective buyers who are actively seeking of video streaming provides dealers with information because they are motivated and • Video streaming drives the an opportunity to present a refreshing, ready to purchase a vehicle and influence “stickiness factor.” This includes interactive and engaging experience to the them emotionally when they are in a position the length of time that a customer Internet user. Video has been shown to elicit to be influenced. stays on a Web site and the emotions in a viewer that a picture cannot, amount of information retained and buying decisions are based on emotion. Many progressive dealers are gaining after the viewing experience. If a -END! DON’T LEAVE ANYTHING TO CHANCE THIS YEAR YOUSTOM TV SPET EIVE •C U WILL R OC SPOTS • CUSTOM RADIO YOUT • NEWSPAPER ADLA RTORIAL • NEWSPAPER ADVE “We did our first Year-End Eradication Sale with GCS • POINT OF SALE Automotive seven years ago. We have not missed ALL FOR ONLY 1,995 r!!! one since and we are going again this yea $ Tony Spicola, Spradley Dealerships, Colorado & Wyoming dly.” “Year-End Vehicle Eradication Sale is dea Chad Collier, Collier Dealerships, GCS Indiana & Tennessee FREE CALL ME FOR A DEMO AND RADIO SPOT! I WILL ALSO SEND YOU A L! AUTOMOTIVE JUST FOR MAKING THE CAL FREE CUSTOM RADIO SPOT IVE 1-877-513-7800 JERRY SHROFF • President, GCS AUTOMOT ALBUQUERQUE, NEW MEXICO www.gcsautomotive.com 38 www.sellingsuccessonline.com
  • continued dealer’s Web site which promotes a and compelling response which helps raise used car event or service campaign the passive customer’s interest in making a Video has been that is taking place. A relevant purchase. Video is more engaging. It creates shown to elicit theme can readily be tailored to a specific subject in a 30-second spot a stronger emotional link between dealer and customer. Future steps for advanced emotions in a and hosted to a Web site or as an operations will add streaming video to viewer that a e-mail sent to a customer. a customer’s cell phone as yet another communications advancement. picture cannot, How Forward-Thinking Dealers are Using Video Streaming and buying Progressive BDC and Internet managers Phil Sura is the vice president at UnityWorks! Media. He can be contacted decisions are are sending video content in response to all Internet inquiries. This results in a strong at 866.647.0468, or by e-mail at psura@autosuccessonline.com. based on emotion. ARE YOU GOING TO NADA? dealership adds video content, a customer will stay at that site for a longer period of time. If the video is professionally produced and pertinent to the customer’s interests and needs, the dealer increases the chance of seeing that customer in WE ARE! the dealership. When a customer is comfortable with whom dealers and staff are as individuals, the CALL US TODAY likelihood the person will visit TO FIND OUT ABOUT OUR the operation increases markedly. PRE-NADA SPECIALS! People buy from people. • Video separates a dealership from NADA BOOTH the generic Web site of text and pictures. If a prospect visits 10 #6439 dealer sites and they all sag with sameness, what point distinguishes TARGET E-MAIL one dealer from another? A dealer “Upon launching MarketView360 Automated email campaigns to ensure repeat business may have the most impressive in our dealership we have seen from your customers increased traffic in our service facility in a community, but if drive; including customers that TARGET VOICE he or she has a mediocre Web we haven’t seen in months! Customized voice messages that are powerful site, opportunities may be lost to MarketView360 brings them and personalized the overwhelming influence of back and makes them loyal customers again.” technology in better Web sites. TARGET TEXT Corey Byrd Actionable text messaging aimed at your tech- General Manager savvy customers • Video content can now be streamed Troy Aikman Ford in e-mails as an imbedded link, TARGET MAIL then sent to an individual or as State of the art 4-color digital mail for prospecting part of an e-mail campaign to a dealer’s customer base. The cost of using these tools is but a fraction ONE SOLUTION, ONE PROVIDER Marketview360 will change the way you talk to your customers; resulting in more of the expense in using traditional leads, closed deals and bottom-line profits. methods. • Video can supplement and strengthen an advertising campaign The Most Intelligent Multi-channel Marketing System On The Planet with a streamed video on the 1.866.591.4238 www.marketview360.com december 2006 39
  • sts fos ls ms sf fis DeliaPassi sales and training solution Finding Ways to Move Forward When a woman For example: “Jane, I appreciate your she is anticipating? Can you show long- says, “I need to think concerns, and I am confident that we can term benefits that specifically relate to her about it,” she is not make this work for you. And since the offer situation? These are the kinds of value points saying “no” or going is competitive, I must take responsibility for that make a product worth having to a woman elsewhere to make her having not conveyed the value well. I would - and even worth paying more for. purchase. The majority appreciate it if you would share where I went of the time, she really is thinking about it. off course.” Similar logic can sell appliances, computer What she is probably telling you is that she peripherals or homes. It demands only that needs to evaluate her feelings about the Most people, but especially women, tend to you take the time and make the effort to decision. These simple words have little react to this kind of response in a supportive frame the value of an item - in her terms. to no indication that she is turned off by manner. She will want to help you better your offering. She is most likely looking understand what is holding her back and may 4. Share Relationships to get more comfortable with her decision. reveal her most sensitive objection. Presto - Women are often more comfortable knowing Generally speaking, women need to feel you will have gained her trust and she will how and why other women have made a good about a purchase. then feel comfortable sharing what her true similar decision. First, it is important to challenges are so that you may address relate how another female customer, in the On the other hand, when a female customer them. same position, reached a similar decision seems skeptical, she is actually telling you and consequently benefited from it. This something useful: She has not received 3. Keep Talking Up Value tells her that you have experience working enough information yet. Think of her To get her to move forward, you might need with and helping other women reach their statement as a sign of interest - and use it as to do more than meet her specific purchasing goals. Emphasize how you listened to her a guide as to where you go from there. criteria. Remember, with women the buy is needs and cared about finding the right bigger than those specifics; it is about benefits, solution. Finally, demonstrate that you know Here are some tactics to try: widely defined. She thinks in contexts. She why the product works well for your female 1. Emphasize Points of Agreement thinks in relationships. She thinks with her customers. The key is to lock in winning points that have feelings, too, blending her heart with her some sort of relevance to the purchasing head. It is a different perspective, a different 5. A Dose of Urgency decision that she is about to make. If you value system. This simply means that you Still need to get her off the fence? Try a have found some points of interest that she will need to communicate value points close dose of urgency - but in the context of has liked, remind her of them. to her. consideration. It is crucial to keep her needs and interests front and center if you want Remember to keep it personal - use her For instance, a woman may come to you to close the deal. Relate the decision to the name, mention her family, and be sure to to buy a vehicle saying she can afford only circumstances, timing, and priorities of her keep her specific needs front and center to so much for a monthly payment. That’s her life. the end. Also try using personal analogies price. On the other hand, if she is made aware which emphasize the points and continue to of broader benefits, and most importantly For example: “Daniella, a car is a big build the teamwork connection between the understands them, then she might re- investment, but moving forward quickly is two of you. For example, you could offer an calculate. If you point to considerations the only way to be sure you will avoid further analogy to when you, a friend or a relative that are priorities for women such as safety, reliability issues before your kids start the were making an important decision like she security benefits, convenience benefits, school year. I’m confident that this purchase is facing. Your personal anecdote should maintenance advantages and family-oriented is exactly what you are looking for.” demonstrate the importance on getting features, suddenly she might place a higher everything you want and need at a fair price, value on this purchase. She may come up These kinds of statements, packaged rather than getting the lowest price no matter with additional budget beyond what she had with a touch of emotion, reassurance and what. planned because the car now seems worth connection, can make her see that buying more. In the end, you have given it greater now is what is best for her. 2. Accept Responsibility value to her. Women are very empathetic. They relate to others and their feelings. Instead of Essentially, you have reframed the sale. challenging her to defend her hesitation, You have changed the frame of reference acknowledge that you appreciate her concern from price per month to value in her life. Delia Passi is the president and CEO at and treat it as a misunderstanding. Accept You have put it into a new perspective, and MedeliaCommunications. She can be responsibility for it and ask for her help in one that is more likely to resonate for her. contacted at 866.883.4953, or by e-mail at getting back on track. Can you offer her a lifestyle beyond what dpassi@autosuccessonline.com. 42 www.sellingsuccessonline.com
  • sts fos ls ms sf fis JimmyVee & TravisMiller marketing solution Two Big Myths of Automotive Marketing Myth #1: You Can’t do, it’s becoming increasingly difficult due We’re here to tell you that you can. We won’t Expect Results to the mass segmentation of the market. lie to you and tell you that it’s easy. It’s not. Overnight But it is free, and when it works, it works in If you can’t expect However, building brand for free is a a big way. results overnight, how wonderful and very real thing. We like to call can you expect to stay it “brandscending.” To start controlling word-of-mouth, you in business? must be sensational. There are seven Brandscending is the process by which your key attributes a dealership aspiring to be There are two kinds of advertising: branding company carves out a clear and definite place sensational must be: and the kind most dealerships can do. So for in the minds of the people who care most. 1. Fun 2. Unique you there may be only one kind of advertising 3. Risk Taker 4. Interested and that is hardcore, retail-oriented, direct- There are several things involved: 5. Visible 6. Credible response, lead-generating, low-cost, • Learn who your prospects are and what 7. Spreadable overnight-results-getting advertising. they want, and give it to them. That’s being interested. The ability to control this elusive and desired Building a strong, lasting, competitive brand • Have a consistent and unique image form of advertising is only available to those image takes a long time. It’s usually built that’s attached to all of your “results” who have flushed their systems of all of the over generations with lots of clever creative oriented marketing. Over time, this can traditional garbage and started putting their and TONS of advertising dollars. If you help build residual brand effects. money and their effort into smart marketing. don’t have cola company money to spend, • Offer an experience that is fun, unique you can’t have a cola company brand. If you or risky. Do something that is worth That’s good news. Controlling word-of- don’t have theme park money, then you can’t noticing and worth talking about. As mouth advertising can only be done by the have a theme park brand. It’s that simple. people start to notice and talk, your best of the best. By reading this information That’s why you don’t and can’t spend money brand value will increase. this far, the probability is high that you are to directly brand your business. in that category. Most people don’t do what The key is this: Never buy an ad, say you’re doing right now. If you take this What you need is results. Although you can’t absolutely nothing in it and then believe that information and use it, people will notice develop a brand overnight, the good news is you “built a little brand” or “got your name you. People will talk about you. People will results can happen overnight. out there.” You did not. start to gravitate toward you. If your system is sound, your ads are Myth No. 2: “You Can’t Control Word-of- So, it’s not easy, but it’s not impossible. How positioned correctly and your marketing Mouth Advertising” do you do it? Well, the truth is that it almost uncovers the emotions of your customers, We genuinely feel sorry for anyone who happens on its own when you position the results will be immediate. You can turn believes this. yourself as an expert, start marketing to it on and off like a light switch. If you don’t people who want to hear from you, solve their see results right away, one of these factors We’ve polled thousands of people and over problems, build emotional bonds with them, was faulty. 90 percent agree that the ideal form of connect with existing emotional anchors and marketing is word-of-mouth advertising. have fun while doing so. Brandscending More good news: Branding can be achieved Don’t you agree? When you put all of the pieces together, you – without even paying for it. Many people start to glow. And people start to talk. misunderstand our position about branding But almost everybody also agrees that it’s and believe we’re saying “branding is bad.” impossible to control. That’s nonsense proliferated by the pay-per-advertise media. Jimmy Vee and Travis Miller are Not so. Paying for brand is bad – unless you the founders of Used Car Marketing They don’t want you to find out that there’s a Center. They can be contacted at have the time and cash to do it properly; way to control the best advertising process of 866.852.0145, or by e-mail at most dealerships don’t. And for those who all – the one that’s 100 percent free. J&T@autosuccessonline.com. 44 www.sellingsuccessonline.com
  • sts fos ls ms sf fis TomKain marketing solution Every Business Professional Should Have a Personal Web Site Every year more and and provides a sense of confidence to future site such as polls and contests will always more consumers are clients. keep clients coming back. Having polls are a using the Internet good way for you get information from your as a prime resource • Guest Book – Having a guest book on your visitors by asking questions that will benefit when searching for Web site is always a good idea. This allows you and your services. Contests are also an automobiles, real clients and visitors to post comments and excellent way to keep visitors and clients estate, and everything in between. This is discuss their experiences with you. The guest interested. By giving away a prize once a why nearly every successful company in book is an excellent avenue for learning how month, it will keep people excited knowing the world today has a Web site to showcase to better serve your clients wants and needs. they have a chance to win by simply giving their products and services. Without a doubt, their opinion or answering a trivia question. the Internet has become the primary way for • Current News – Providing current news companies and business professionals alike about you, the company, and your industry Marketing Your Personal Web site to connect and communicate with clients. is another excellent way to keep visitors and Marketing your Web site is a very important This is a great reason why every professional clients coming back for more. key to benefiting from your time and effort. in every type of business should have a You can have the best looking Web site in the personal Web site. • Refer A Customer Link – Every world, but if people do not know it’s there, professional’s Web site should have a referral it’s just taking up space on the Internet. Now, let’s take a look at the structure and link where a visitor can refer a friend to your Below are some marketing ideas to increase content a business professional’s Web site Web site. This is best done via an e-mail traffic to your Web site: should contain, along with how to effectively referral link. manage and market it. • Business Cards – Professionals give away Web Site Management hundreds, sometimes thousands of business Structure and Content Managing your Web site properly is the single cards a year. Simply adding your Web site The structure and content of a professional’s most important part of having a successful address on your business cards and stationary Web site is the key to keeping visitors coming personal Web site. It’s imperative to visit is a great way to get more traffic to your Web back and getting maximum referrals. Below your Web site on a weekly basis to update site. is a list of content that every professional’s the old content with fresh and exciting new Web site should contain: content. Keeping your content up to date • Ask For Referrals – Asking clients for ensures return visits by your clients. Below referrals is something all good professionals • Contact Information – A professional’s are a few tips on how to keep your Web site do. Gaining customers from your Web site Web site should always have several easy fresh and exciting: is even more simple. By having a Refer A ways for clients to contact them. Your name, Customer link on your Web site, clients phone numbers, and e-mail address should • Keep It Up To Date – Keeping all of can easily send an invitation to friends and always be near the top of the Web site. You the content on your Web site up to date is family to visit your Web site. also want to make sure that your name is by far the most important part of Web site highly visible and listed throughout your management. Visitors to your site will • Newspaper Ads and Newsletters – By Web site. Preferably in large, bold print in quickly stop visiting if you do not have up- adding your personal Web site address to all the header of every Web page. to-date information. Make sure that your of your print ads and newsletters, you will be current news is actually current. sure to increase traffic to your Web site. • About Me – This section should contain personal information about you that lets • Keep It Interesting – People today get Without question the Internet and a personal clients get to know you better. This is also bored very easily. Keeping them interested Web site are two of the greatest tools a 21st where you should take the opportunity to sell with the information on your Web site will century business professional could possibly yourself and the great services you provide. definitely ensure their return. Posting weekly have. By properly managing these tools, the specials, company events and new product business professional can gain the maximum • Pictures – First and foremost, the information is always a good way to keep a exposure needed to be number one in their professional’s picture should be at or near visitor’s interest. field. It’s the person that is willing to go the top of the Web site and large enough for the extra mile that will always come out people to easily view. Providing additional • Change Pictures Often – Updating client on top. By having your own personal Web pictures of products and happy clients on and product pictures on your Web site is a great site, it shows that you are willing to go that your Web site will really bring your site to way to keep your visitor and client interests extra mile, and your clients will definitely life and give it a more personal feel as well. high. Your clients will enjoy seeing pictures of appreciate that dedication. themselves, new products and weekly specials. • Client Testimonials – Posting client They will be sure to refer people to your Web Tom Kain is the president at Auto Pro’s testimonials on your Web site is a great site if their picture is on it. Direct. He can be contacted at selling tool. It allows visitors to see how 866.647.0469, or by e-mail at happy clients are after working with you, • Offer Activities – Activities on your Web tkain@autosuccessonline.com. 46 www.sellingsuccessonline.com
  • • F&I Training • Sales Training • Menu Training • Service Drive Training • Sales Management Training • Legal Seminars • Used Car Management Training “It is sure to make myself and my dealership more gross and retain high CSI and customer loyalty.” – Knapp Chevrolet Visit us at the NADA Convention in February – Booth 5630 dealerinfo@afasinc.com • (800) 967-3633 • www.afasinc.com
  • Congrats! eCRM HerbChambers.com Dealers Tasca.com of the Year DickHannah.com CDodge.com ParagonCars.com HouseofCourtesy.com Sheehy.com RedMcCombs.com Schomp.com 9 10 BZResults.com Winners use out of Free CRM Biz Plan & BZResults.com Free In-Store Consultation 877. BZ.TOOLS 877.298.6657