AutoSuccess Predicts High Profit Year For New Car Dealerships                                                              ...
Introducing more buyers to sellers. More sellers to buyers.                                                               ...
SALES EVENTS                          THAT....                                          TheHottest                        ...
Dean Evans                             David Kain                            Sean                           Chip Perry    ...
SUMMITIV                                                    BEST PRACTICES                      LEADERSHIP         •    IN...
8                                                Working Well With Others                                                 ...
sts    fos      ls    ms       sf     fis                                                                                  ...
continuedout of World War II with a “command and            the teams, is lack of clarity. All the studiescontrol” mentali...
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sts    fos     ls      ms   sf   fis                                                                          SeanWolfington...
sts    fos    ls    ms     sf    fis                                                                            MarkTewart ...
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LET BASS MARKETING GUARANTEE YOU RESULTS UP TO              $200,000Got Traffic?                                    Get BA...
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AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses

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

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Apr06

  1. 1. AutoSuccess Predicts High Profit Year For New Car Dealerships April 20068-Step Dealership MakeoverProven Solutions from the Internet’s MasterAutomotive Business BuildersPage 243411 Pinnacle Gardens Dr. PRSRT STDLouisville, KY 40245 US POSTAGE PAID LOUISVILLE, KY PERMIT NO 879 Pro secrets to build revenue Nail the one-call closea division of Systems Marketing, Inc. www.autosuccessonline.com Power-organize your CRM
  2. 2. Introducing more buyers to sellers. More sellers to buyers. And the world to the ultimate automotive marketplace. There’s only one place where 2.7 million vehicles and millions of serious shoppers a month come together. And it isn’t the newspaper. It’s the world’s ultimate automotive marketplace. AutoTrader.com. To reach more buyers, call 1-888-249-6860.©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.
  3. 3. SALES EVENTS THAT.... TheHottest The leTHE vents y Sa s E NATION Turn - Ke IN O U R D E A L E R S AV E R A G E 6 2 5 U P S P E R S A L E ! N O T E A M S , N O C O M M I S I O N S , J U S T R E S U LT SREAL EVENTS • REAL BIG RESULTS • REALLY INEXPENSIVEPlus, we provide everything so you don’t have to.Direct Parcel • Event Website • Credit Hotline • Balloons • Mirror Tags • Registration Cards • Incentives • BDC Scripts and more! CALL FOR A FREE MARKET REPORT. The Driving Force Behind Automotive Advertising EVENT SPECIALISTS ARE STANDING BY Market Exclusive 866-239-3862 Copyright © 2006 Turn-Key Events and it’s licensors.
  4. 4. Dean Evans David Kain Sean Chip Perry Scott Joseph Vice President of President, Kain Automotive Wolfington CEO and President, President & CEO, Marketing, Dealix Inc. Internet & BDC Owner, BZResults.com AutoTrader.com J&L Marketing, Inc. Training Specialist Case Study: New Variable You will learn: Case Study: How to use Internet Advertising Best Data Print Campaign - Internet Marketing that You will learn: BDC/Internet departments Practices Management System generates high quality - Mapping out the best to sell 100 - 500 extra cars increases Dealership’s a month. market share from 8% to leads Internet sales process You will learn: - Maximizing lead - E-mail templates for the - How AutoTrader.com’s top 20% and grows net profit You will learn: from $170,000 to over $1.6 generation from your best short and long-term - Setup a successful BDC/ performing dealers get their million in just one year! Web site communication Internet department outstanding results - Maximizing third party - Phone script elements - Use the Web to promote - Take home examples of You will learn: automotive sites that turn leads into all your profit centers effective merchandising - Trigger marketing - Metrics that matter appointments - Use the Web to drive you can put to techniques using customized showroom & phone traffic Web pages and direct mail. - Focus on return on - Recruiting, hiring and immediate use - How to increase your floor investment compensating for results - Sell old stock, vehicles & parts inventory and phone traffic during your - Use e-mail marketing slowest days of the week. to drive more traffic for - A Growth Strategy to grow your gross profit a minimum zero cost of 33% Darren Haygood Jennifer Al Babbington Chris Hanson Rad Weaver Director of CRM & Internet Sales, Lokey Automotive Picheco Chief Executive Officer, CallCommand Award Winning DaimlerChrysler Sales Person Red McCombs Director of e-Commerce, You will learn: Case Study: “Ford & Toyota You will learn: Germain Motor Company Dealers today run the risk of - How to groom your sales Dealer Sells 500 Extra Cars - Maximize your ROI under-communicating and Maximizing Your Internet people to be 20-plus car Online” - Learn how to increase also over-communicating to people a month your Internet dept. gross Department’s Potential their customer. So what’s - Proven processes that You will learn: profit the right mix? work anywhere You will learn: - How we increased our - To price or not to price You will learn: - Show your sales people Internet sales from 40 to 500 - Stop giving units away just - Core structure: size matters - Unlocking the potential in how to make, develop and in one year to gain market share your database maintain Raving Fans - How to stop selling price - Where you are vs. where - How we tripled our Web - Understanding the lifetime - A sales process for today’s and start maximizing ROI you’re headed site traffic through free value of your customers sales person and customer - Redefine your used car - Your leads and where they - Specific follow up process marketing come from - Automating professional & Internet strategies for sold customers - How we increased out - You heard the customer, consistent communication - Turn leads into - Maximizing owner loyalty - Specific follow up process leads from our Web site appointments, now what? for unsold customers - Increasing repeat & - How we staff, train, pay appointments into sales - When follow up is not - How to close over 35 enough referral business and keep great people - Conduct monthly phone percent of your Internet - How we handle pricing to - Attitude is everything - Increasing frequency of blitz sessions leads and increase customer purchase & spend per visit maintain gross profit loyalty Jesse Biter Dave White Ashley Antonio Jennifer David Thomas President, HomeNet General Manager Internet CRC Director, Paragon Honda Lampinen Owner, Subaru of Dallas Operations, DARCARS CRC Director, Paragon Case Study: How Automotive Group Case Study: How to Acura You will learn: proper online vehicle properly train and manage - How to cut your merchandising can make Getting the Most Out of Your your CRC staff to ensure the Case Study: Key steps advertising expenses you stand out Internet Department best results possible to becoming an award - How to get more exposure winning CRC department for less expense You will learn: You will learn: You will learn: - Proper hiring practices - Gorilla marketing - How to work Smarter, not - Effective techniques for You will learn: - Training methods campaigns that work - Develop your people Harder handling the incoming and - How and when to train - How to create free - Create a process-driven - How to maximize sales on out-going Internet phone - Who to train environment publicity the Internet calls - Where training should - Do you know what kind of - How to generate car - Creating sure-fire be done job you are doing? reviews in the right processes that will maximize - The importance of mystery - Measure your results publications appointments and sales phone shopping the - Think outside the box: - How I grew market share competition Look at what other in the world’s worst location - Constructive Call industries are doing that Monitoring works - Training Incentives - Never stop growingExperience real case studies and learn best practices that will help your dealership immediately.
  5. 5. SUMMITIV BEST PRACTICES LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALESMay 18th and 19th, After our CFO and I attended our first Summit in Nov. 2004, we used the2006. At the Venetian information to help us form our own Business Development Center. The information provided by the vendors and dealers enabled us to cut out a lotResort and Hotel, Las of mistakes that would have been made without the information. In April 2005 our BDC was officially launched and is now the hub of our entire dealer group.Vegas, NV In Nov. 2005 the BDC manager and I attended our second Summit. My BDC manager was equally impressed with the content of the meeting and walked away with a lot of useful information. I think what makes these two days soDealers & Managers informative is the fact that you not only see the applications available in theOnly! marketplace but you also see how they are used by real dealers. It would take weeks to research this much information. I would recommend any dealer doing business on the Internet to attend one of these. Thanks again, see you at the Summit!Two days of intenselearning. Dramatically Gene Leitner, General Manager, Norris Hondaimprove your results.Limited Seats,Register Today!Case studies fromsuccessful dealershipsacross the country.Class room styleseating only $595 inadvance, $995 afterApril 18th, 2006.Speakers subject to change Come see special guest speaker Bill Sattree at the invitation hors d’oeuvres party, Thursday at 5:30pm at the AutoSuccess Best Practices Summit IV Call today to register. toll free 866.239.3712 web www.autosuccessonline.com
  6. 6. 8 Working Well With Others BrianTracy How to Get Dramatically Higher Response From Your Advertising, Better 10 JimmyVee & TravisMiller Quality Ups, Higher Closing Ratios and Increase Sales and Profits Start Achieving Your Sales Goals Today 12 SeanWolfington Super Bowl Ads: Super Marketing or Super Waste of Money 13 MarkTewart Internal Re-con vs. Sublet: 14 JimAdams The Great Debate Some of What I’ve Learned About Hiring 18 JeffMorrill Use an Evidence Manual 20 KirkManzo Taking Photos That Really Work Online 22 ChipPerry What You Need to Know Right Now About Search 23 RadWeaver Engine Marketing 8-Step Dealership Makeover 24 Proven Solutions from the Internet’s Master Automotive Business Builders E-mail Address Collection: 26 BrianEpro A Powerful Competitive Weapon Three Simple Ideas to Improve Your Internet Results 28 DavidKain Speaking Up for the Silent Majority 30 JesseBiter Seven Habits of Highly Successful Dealer-owned 32 EricKauk V.S.C. Programs Winners Are Losers 34 ChrisAlford If You Build It, They Will Come, Part 2 36 ChrisHanson Five Critical Success Factors for Subprime Auto 37 TimSheacover 24 How Are You Attracting Talent to Your Organization 38 You Are In Control 40 MichaelYork DavidJacobson Internet Marketing Can Be Easy 42 EricHinkle Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist luck43@autosuccessonline.com super6@autosuccessonline.com Susan Givens, Vice President Brian Balash, Sales-improvement Strategist sgivens1@autosuccessonline.com bb11@autosuccessonline.com 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 Thomas Williams, Creative Director Charlie Tierney, Sales-improvement Strategist design@autosuccessonline.com cpt2@autosuccessonline.com toll free: 877.818.6620 facsimile: 502.588.3170 Courtney Paris, Sales-improvement Strategist Chris Feck, Sales-improvement Strategist web: www.AutoSuccessOnline.com courtney.paris@autosuccessonline.com cfeck14@autosuccessonline.com helping to promote... monthly verses... Leviticus 25:18 “Wherefore ye shall do my statutes, and keep my judgements, and do them; and ye shall dwell in the land in safety.” God is the source of all supplyAutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which thismagazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction inwhole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request thatnames be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  7. 7. sts fos ls ms sf fis BrianTracy sales and training solution Working Well With Others A 20-year study at rapidly. Researchers concluded that there executive to keep his or her cool when the Stanford University were two primary qualities that, more than company or the department faced serious examined the career any others, were indispensable for men and challenges or setbacks. It was the ability to paths of thousands women who were promoted to positions of calmly analyze the facts, gather information, of executives to great responsibility. reach conclusions, make decisions and determine what then mobilize the other people to respondqualities they either had or developed The first quality was the ability to function effectively and solve the problem.that enabled them to move ahead the most well in a crisis. It was the ability of the The second quality that was identified among the fast-trackers was the ability to function “HE’S LIKE VIAGRA R well as a member of a team. This tendency toward cooperation rather than confrontation was evident early in a person’s career. It was the primary quality that senior executives looked for and rewarded the most. The FOR YOUR ability to be a good team player inevitably led to greater opportunities to function as a member of more important teams. In fact, teamwork is so important that it is virtually TRAFFIC COUNT” impossible for you to reach the height of your capabilities, or make the money that you want, without becoming very good at it. - Tom Belt, Toyota of Escondido You can make the decision to be an excellent team player in everything you do at work How much does it cost and at home. Your aim should be to seek out every opportunity to demonstrate your every time someone at ability to contribute to the success of a group of people in accomplishing large objectives. your dealership talks to And you can start right where you are. a customer and doesn’t Let’s start with the definition of team. A know what to say? team is two or more people who combine their talents and abilities to accomplish a Alan Ram specific goal or series of goals. A team, by definition, is made up largely of equals, men In-Person and Interactive and women who are different only in their areas of skill and who are peers when they sit down together as a work group. Solutions for Telephone/Internet A team is formed to take advantage of the and Business Development. power of synergy. Synergy means the total is greater than the sum of its parts. For example, "Having utilized the services of many top-level automotive sales let’s say that four individuals working alone will produce four units of work; when they trainers over the years, absolutely nobody impacts our bottom are combined as a team, the four individuals line while drawing the raves of our sales and management staff may produce five, six, eight or even 10 units like Alan Ram." of work. One person working alone simply - John Chmela, COO, Atlantic Auto Group cannot do many jobs, whether it’s carrying a heavy box or carrying out a major corporate project. A team needs to be formed whenever toll free: 866.852.0328 the task at hand is greater than the capacity e-mail: info@proactivetrainingsolutions.com of any individual working alone. web: www.proactivetrainingsolutions.com Over the last few decades, the concept of Viagra is a Registered Trademark of Pfizer, Inc. R teamwork has evolved rapidly. We came 8 www.autosuccessonline.com
  8. 8. continuedout of World War II with a “command and the teams, is lack of clarity. All the studiescontrol” mentality. Most of the heads of of team building and team developmentAmerican corporations, large and small, had focus in on the importance of everyone’sbeen military officers of various ranks, during being absolutely clear about what the teamthe war. They brought their training into the is trying to accomplish. This can be in theworkplace. Their approach to management form of a goal or objective handed down bywas the hierarchy or pyramid style, with the senior management, or it can be the result ofpresident at the top, the senior executives discussion and participation by the variousbelow him, the junior executives below them, team members. In any case, everyone mustand so on, all the way down to the workers know what is to be done, to what standard,and support staff who made up the base of the by what deadline and what the roles andpyramid. The orders traveled in one direction: responsibilities of each team member will bedown. Information filtered up slowly. People in the achievement of that goal.were expected to do their jobs, collect theirpaychecks and be satisfied. One of your key concerns is to be absolutely clear about exactly what is expected of you.However, two forces have converged to If for any reason you are not sure, bring ittransform this approach to management up and ask about it until you have no doubt.dramatically. First, is the rapid rate of Then get busy, do exactly what is expectedchange and the increasing complexity of of you and do it well.even the smallest business operation due tothe advent of the computer age. Everyone Remember, in all your interactions withhas critical skills and knowledge that are your team, your role is to be supportivenecessary to many other people if the job and helpful. Your role is not to challenge,is to get done on time and to an acceptable criticize or argue, but to look for solutionsstandard of quality. and for opportunities to help other people make their maximum contribution as well.Your job in your company requires that you When you sit in on a team meeting, you areknow a lot about what is going on everywhere on stage. Everyone is watching you. Theelse, as well as be thoroughly conversant best team players I have ever seen are thosewith what you do. And the fastest and most whose comments to the other members ofaccurate way of keeping current with what the team are in the form of suggestions onis going on is to develop and maintain a how things can be done better. The best "Processing vehicles to the Internetnetwork of contacts, an informal team of team members are always offering to help has never been easier. We takepeople within your workplace who keep you other people after the meetings to get on multiple photos of each vehicle andinformed and whom you keep informed. top of some aspect of their work. This focus save time with the VinStickers system. on collaboration and cooperation is seen by The photo uploading is seamless,The old methods of command and control everybody and marks you as a person to be simple and cost effective. Our salesnow exist only at the old-line companies, both liked and respected. data is accurate and powerful. Wemany of which are fighting for survival. dont wait for someone once a weekToday, men and women want a high degree Many men and women have kicked their and the savings are enormous. Weof participation and involvement in their careers into the stratosphere by taking on a give it our highest marks."work. They want an opportunity to discuss small responsibility and doing such a goodand thoroughly understand what they are job with it that they came to the attentiondoing and why they are doing it. People of important people both inside and outsideare no longer satisfied to be cogs in a big their organizations.machine. They want to have an integral rolein achieving goals that they participated in Continually look for opportunities to get ontosetting in the first place. teams and to make valuable contributions. Volunteer for additional assignments. FocusBeing a team player is no longer something on high-priority tasks, and finish what Dustin Zeck - GM - Danny Zeck Fordthat is optional. Today, it is mandatory. If you you start on time. Do excellent work. And Lincoln Mercury, Leavenworth, KSwant to achieve anything of consequence, remember that, as Confucius said, “He whoyou will need the help and cooperation of lots would be master must be servant of all.”of people. Your main objective is to structureeverything you do in such a way that, becauseyou are constantly cooperating and workingwell with others, they are continually open tohelping you achieve your goals as well.Now, the major reason teams do not function Brian Tracy is the chairman and CEO VinStickers.com of Brian Tracy International. He can bewell, and why people end up not making contacted at 866.300.9881, or by e-mail at 866.662.1984their full contribution to the success of btracy@autosuccessonline.com. sales@vinstickers.comapril 2006 9
  9. 9. sts fos ls ms sf fis JimmyVee & TravisMiller marketing solution How to Get Dramatically Higher Response From Your Advertising, Better Quality Ups, Higher Closing Ratios and Increase Sales and Profits Traditional hard- They are shape-shifters and chameleons. So Many of our hard-sell brethren are probably sell advertising what’s the reincarnation of hard-sell? asking, “Where’s the hard-sell in all this?” doesn’t work in The hard-sell sneaks in through the back the Internet age. Education-Based Marketing door, unnoticed, when your prospect’s guard There are other Author and expert copywriter Robert Bly is down. ways to sell said, “Traditional marketing approaches,with intelligence, and we’re going to tell you especially hard-sell, don’t work well on the What could be better than that? When has hardabout them. Internet or with consumers in the information/ sell ever flown in under the radar? Maybe in Internet age. To get readership and response, the 1980s, but that was a long time ago.What you are about to learn doesn’t stop at marketers have to create marketing messagesthe end of this article. Once you start digging that look, feel and sound like objective, Imagine a bobcat sneaking into your tentinto this concept you will end up head-over- unbiased, useful information.” unbeknownst to you, and you only realize it’sheels, face down looking into a rabbit hole sitting there licking its chops and sharpeningthat goes deep. You have to decide whether to So, why does education-based marketing its claws once you’ve closed up the tent andtake the leap of faith or stand on the outside work radically better than traditional zipped yourself up in your sleeping bag.while your competition jumps in with both marketing? Because traditional automotivefeet and reaps the rewards that come from marketing is all about the dealership, the It’s a little too late — you’re getting a butt-being on the cutting edge. vehicles and the features, and no one really whoopin’ no matter what you do. That’s the gives a rat’s butt about that. same way education-based marketing works,Wait, we said “cutting edge.” Oh, this must except your prospects ask that bobcat tobe another article about the Internet right? Education-based marketing is about solutions come inside the tent thinking it’s a harmlessWrong. — solutions to problems your customers little kitty cat. face right now that they want to alleviate. AThis is not about the Internet at all. It’s about well-planned and -executed education-based This is cloak-and-dagger marketing, the kindwhat the Internet has caused and why the marketing strategy delivers a much-needed of stuff that affects people emotionally buttraditional approach of hard-sell advertising cure to the pain your prospects are suffering. sneaks up on them logically. We know that allisn’t as powerful as it used to be. For those buying decisions are based on emotion andof you who are doing hard-sell advertising, If you can give your prospects the information backed up with logic. But the Internet hasyou are going to be shocked and nervous. they need to eliminate their problems and screwed up peoples’ brains, especially whenFor those of you who never embraced a ultimately provide them with a clearly defined it comes to car buyers. They are seeking thehard-sell marketing approach you’ll be three set of steps to take you will win their business. logic first.steps behind and we suggest you pack your You will become the expert in their eyes, theyparachute and hold on tight. will flock to you and price concerns will be So through education-based marketing we secondary to the solution they seek, making give them the logic and they invite in theThe Internet has caused a massive change in your profits soar to new heights. emotional pitch and close. It’s really a perfectthe dynamic of our customers. They think marriage and a sound system when you thinkdifferently today than they did in the past. But there is one caveat. You must give your about it.They are more educated, and because of that prospects a way to get this information easilythey demand and respond to information- and without obligation. You must believe in But it’s not all fun and games. It’s not thatbased, value-driven marketing rather than the the concept we call giving value first. We’ve easy. There are lots of pitfalls and trip wirestraditional hard-sell advertising tactics we’re all heard of added value or value after the that can derail your success and keep youused to using in our dealership marketing sale. But that’s easy. That’s for wimps! In from reaching the goal — more ups, betterprograms. today’s competitive marketplace you must quality ups, increased sales and profits. deliver value up front, and your marketingSome of you right now are raising the victory — if done properly — should be your first That’s why we’ve created the FREE specialflag exclaiming, “Finally the hard-sell days touch-point and should start the cycle. automotive business advisory for used carare over,” and others are weeping over its dealers and managers, a 32-page industrygrave while still others are trumpeting the The value-first concept is nothing new. bulletin, “How To Uncover The Hiddencoming of our marketing savior, spending It’s old and timeless. It’s based in the law Wealth In Your Used Car Dealership.” Thisall their time and energy moving their entire of reciprocity that states that others will report shows you how to set up an education-operation online, believing that the Internet is reciprocate in-kind based upon the way you based marketing system at your store andthe second coming. treat them. The world gives you what you helps you avoid the pitfalls. To get your free give the world. Ultimately, you are rewarded copy, e-mail us.First, the Internet is just a tool, just another for the value you bring to the marketplace.medium like newspaper, radio or TV. Andit’s one where price is king and gross is low Robert B. Cialdini, author of “The Psychologyunless you really know how to use it. of Persuasion,” explains, “One of the most Jimmy Vee and Travis Miller are the potent weapons of influence around us is the founders of Used Car MarketingSecond, hard-sell advertising isn’t dead — it rule for reciprocation. The rule says that we Center. They can be contacted athas evolved. It’s grown a third leg and wings. should try to repay, in-kind, what another 866.852.0145, or by e-mail atThat’s what good marketing concepts do. person has provided us.” J&T@autosuccessonline.com. 10 www.autosuccessonline.com
  10. 10. sts fos ls ms sf fis SeanWolfington leadership solution Start Achieving Your Sales Goals Today What’s the difference 5. Identify special skills and training between a goal and a needed dream? A goal has a If a goal requires special skills, a shift plan and a deadline; a in process, a new technology or new dream does not. knowledge, you may need to partner with a specialist, hire a training company or invest This article will outline 10 tips for setting in internal training. Change does not happen goals and getting better results, but first on its own. we’ll look at the three reasons people fail to achieve their goals: They don’t write them 6. Document a detailed action plan down, they fail to craft a plan or they fall Take a look at where you are, where you short of the commitments they make. want to be and create a plan to get there. Consider what needs to happen, how it needs It may seem simple to overcome these three to happen, who will be involved and when stumbling blocks, but in the complex and you expect to accomplish each step. often chaotic dealership environment, that’s not always the case. When a manager or a 7. Take action every day dealer establishes new goals or launches a Procrastination kills the best goals and the new initiative in an attempt to find, sell and most detailed plans. The more ambitious your keep more customers, there’s bound to be goals, the more important it is to chip away more than one person involved in creating at them every day. Here’s where it helps to an action plan. Without input and buy-in refer to that detailed action plan every day from every stakeholder, delivering on your and continue to work at it. Follow up with commitments may be further from your the people involved to keep them moving as grasp than you imagined. well. Incentivise them if needed. Here are 10 best practices for achieving your 8. Measure results sales goals. It helps to track your performance results and create top-of-mind awareness by posting 1. Put it in writing your results in an area that’s visible to Identify exactly what you want to achieve everyone involved. in the most specific terms possible. Be quantifiable and measurable when 9. Celebrate success appropriate. Once you start chipping away at your action plan you’ll be hitting important milestones 2. Date it eventually. When you do, celebrate your Set a date and a time limit for starting a goal success and spread the word. People like to and determine when you expect to finish be involved in success. it. Check it off when you do. Unless you can commit to a start and target an end, it’s 10. Revisit your plan unlikely it will happen. As you accomplish tasks and move toward success, you’ll find a need to continually 3. Identify obstacles raise the bar. You will meet obstacles, and they make you stumble. If you identify them up front, you can build them out and minimize surprises. 4. Assign accountability Identify the people you will contact and work Sean Wolfington is the owner of with. If you are planning a big initiative, BZResults.com. He can be contacted you will likely need to delegate and assign at 866.802.5753, or by e-mail at responsibility. swolfington@autosuccessonline.com.12 www.autosuccessonline.com
  11. 11. sts fos ls ms sf fis MarkTewart marketing solution Super Bowl Ads: Super Marketing or Super Waste of Money My wife is from I remember one funny and clever ad that Pittsburgh, so you showed a woman on an airplane getting know what I was up to go to the bathroom in the dark and watching Super Bowl trying to climb over a male passenger who Sunday. Being a life- was sleeping. Next the lights came on and long Bengals fan, the male passenger awoke to the woman Are Your Serviceit was painful for me to watch the game. straddling him and in an embarrassingAlthough the game wasn’t played well position. However, I can’t tell you who theby either team, it was fun to watch theadvertisements. I watched the ads not from a company was, what its product or service was or how the ad related its benefits. In Departmentfootball fan or TV viewer’s perspective, butfrom a marketing perspective. My goal was my opinion, the company would have been better served to spend the money on a huge Revenues Flatto figure out if each ad was a super ad or asuper waste of money. party. At least it would have improved company morale. Unfortunately, the ad or Positioned forThe cost per ad in a Super Bowl time slot is accomplished nothing. Growth?reported to be somewhere between $800,000 On the other hand, FedEx had a creative and With DealerLOGIX ServiceOPSand $2.5 million. How could one commercial humorous ad that featured a prehistoric man service departments are:be worth that much money? Can it possibly attaching a large bone that was to be deliveredpay for itself? using a large prehistoric bird. The bird was Growing hours per RO and parts attacked by another animal and the delivery revenue using vehicle specificI judged each ad by several criteria to was not successful. When the prehistoric Good, Better, Best Menusdetermine if it was worth the money. I also man went back to the cave and told another Protecting assets with fulljudged the ads from an automobile dealer’s man what had happened, the man replied, disclosureperspective to see if anything could be “You should have used FedEx.” The ad waslearned and be used on a smaller scale. funny, reinforced the brand, the slogan and Performing consistent walk- the overriding benefit of their service. The ad aroundsFirst, I judged whether the ad caught my is memorable and creates emotional anchors Increasing CSIattention. This can be accomplished through of fear and confidence. The ad created fear Improving “Fix it right the first time”humor and other emotional connections. of using another service while also creating by providing techs with consisitentSome of the commercials grabbed you confidence in the FedEx brand. Brilliant.immediately and compelled you to watch and clear issue informationwhile others almost forced you to lose interest Another good example was Budweiser.from the beginning. Remember, market share Budweiser ran multiple commercials thatof mind precedes market share. were effective. The size of the Super Bowl creates a huge reach. However, by running “Not only areNext, I judged if the commercials kept my multiple effective ads, Budweiser created we producingattention and created interest in the product frequency as well. Budweiser accomplished in more parts andor service. Some of the commercials one Super Bowl game what many companies service revenue per RO, butgrabbed your attention and then got lost in could only dream of accomplishing in the our CSI hastheir journey to reach their final destination. lifetime of a company. increased too!”A simple question of “What are we trying Pat Cox, Hajekto accomplish?” would have eliminated As a dealer principal, most likely you Chevroletthis problem. can’t afford an expensive multi-year image campaign. You must bring buyers to your Call Now or Go OnlineAnother important aspect was if the adcreated a desire to either find out more showroom floor now. You must use direct- response marketing that gets immediate to Schedule Your Freeabout the product or service or to buy it. The results. You can’t afford the mistakes made Demonstration Today!biggest lesson to be learned here is that some by many of the companies advertising in theadvertising companies sell a bill of goods Super Bowl. You want, need and deserveto their clients. The ad company gets the super results.client all wrapped up in the creative factors, 866.872.8150 ext. 72such as how funny it is or how clever the Mark Tewart is the president of Tewartproduction is. However, the real reason for Enterprises. He can be contacted atthe advertisement is to sell something nowor in the future. 866.429.6844, or by e-mail at mtewart@autosuccessonline.com. www.dealerlogix.comapril 2006 13
  12. 12. sts fos ls ms sf fis JimAdams leadership solution Internal Re-con vs. Sublet: The Great Debate Some common and the $395.00 sublet rate: $215. Now what reflection of the service manager as it is the arguments: used car manager wants to stand up and used car manager. Service managers must • “How can you expect say $215 of service work by a Kia factory- hold their techs and advisors accountable me to spend all that trained technician will keep him or her from to not recommend even one item that is not money in the shop selling a car for a profit? and still make a profit when I sell it?” Internal:• “We continue to miss business by Parts: $300: Gross profit retention 41 percent = $123 grosswholesaling a lot of cars we should keep Labor: $210: Gross profit retention 78 percent = $163.80 grossbecause we can’t afford to recondition Detail: $100: Gross profit retention 100 percent = $100 grossthem.” Total: $610 $386.80 gross• “Why can’t I just sublet them to a shop witha lower labor rate to keep my cost down?” Sublet: Parts: $205: Gross profit retention 0 percent• “I am tired of spending all this money in Labor: $135: Gross profit retention 0 percentget-ready and the car is not lot-ready when it Detail: $55: Gross profit retention 0 percentcomes out of the shop.”Since the very first used car was traded in, thisdebate has raged between used car managers A clear understanding of liability necessary for the proper reconditioning onand service managers. It is important to I know it’s hard to believe but there the used car. Anyone caught stealing fromremember that a dealership may be four are people out there that will sue a car the dealership by performing work that is notdepartments, (new, used, parts and service) dealership. Remember the golden rule: your necessary for the sake of generating hoursbut it is one business — a business that holds car, your liability! If Andy the detail boy has should be dealt with.each department 100 percent accountable for a wreck picking up or delivering your car,the total success of the dealership. The used you’re liable. If Joe’s Service leaves the Building value in your dealershipcar manager and the service manager must lug nuts loose and a wheel comes off at 60 Ask yourself, would you ask your customerhave a clear understanding of total dealership mph, you’re liable. By drastically limiting to service his or her vehicle at your shopprofitability and must work together to the amount of sublet you do, you drastically when you do not even service and repairachieve this common goal. decrease your exposure to lawsuits. Joe and your own inventory there? It is time to get Andy might be good guys but have you seen on the same team. Be proud of your serviceLet’s take a look at a scenario: A 2003 Kia a MVR on them or all their employees? If department and the work it performs. WhenOptima with 40,000 miles is traded in on you perform the work in your shop and an that customer says, “I can get this same carSaturday. After it is checked into the shop, RO is generated, you will know exactly down the street for $1,000 less,” you canthe service advisor hands the used car who worked on the car and what work was reply, “That sounds about right, but youmanager an estimate of repairs. The repairs performed. see every vehicle in our inventory has beeninvolved include $300 in parts sales, three serviced and checked over by Kia factory-hours of labor at $70 an hour and a $100 A clear understanding of accountability trained technicians, and any vehicle that doesdetail and get-ready. Total ticket: $610. Service managers must also have a clear not exceed the high standards that we placeWow, that’s a lot! understanding that the used car department on our cars we sell up and down the street to must be profitable. Pre-owned inventory is those dealers you are talking about.”The used car manager picks up the phone not a blank checkbook. Service departmentsand calls Joe’s Service Center and Satellite should have a uniform checklist of reconrepair. Joe can do the repair for $205 in items that should begin with drivability.parts, three hours of labor at $45 and Andy Nothing makes a used car manager’s headJr’s Detail shop can get you a wash and vac spin faster than a $900 shop bill and a usedfor $55. Total ticket: $395. Now, that’s more car with rotor hop and a hard pull to the leftlike it! at highway speeds. Jim Adams is the general manager atNow, let’s look at the real numbers. Our shop The service manager must remember that he Roper Kia in Joplin, MO. He can behas not added $610 to the cost of the car, only or she is equally responsible for the pre-owned contacted at 800.905.0627, or by e-mail atthe difference between the $610 internal rate inventory. A unit in inventory is as much a jadams@autosuccessonline.com. 14 www.autosuccessonline.com
  13. 13. sts fos ls ms sf fis JeffMorrill leadership solution Some of What I’ve Learned About Hiring Remember that hiring Don’t be afraid of the right person with no managers and perhaps some line staff (I do is the most important experience. not participate in this one). Finally, the third thing you do as a Most dealership jobs aren’t so complex that is a shadow day during which the candidate manager. the right person can’t learn the fundamentals spends the better part of the day observing the Managers accomplish and contribute quickly. For certain positions, rhythm and challenges of the day. Multipletheir goals through their people. A great such as sales, the lack of experience can be interviews give more opportunities for anmanager with mediocre people isn’t really a positive because you don’t have to break unprofessional person to reveal his or hergreat manager. Hire and retain good people, the bad habits they picked up at a lesser bad work habits or character. Also, they giveand your life is worth living. Hire the wrong dealership. the candidate a more accurate impression ofpeople, and your life will be filled with pain. what the job is and isn’t.So make the time to do it well. It’s never Remember you can’t fix stupid.something to be rushed. Whatever little Beware of stupid people and don’t hire them Involve at least one other person in thetime you save now by taking shortcuts will for anything. You can improve someone’s interviewing process beside yourself.be lost tenfold or more in the subsequent skills but you can’t give them a brain. The participation of multiple team membersunderperformance and rehiring required if increases team morale that comes fromyou hire the wrong person. Make sure prospects understand just how having input on key decisions and increases special your company is by explaining what the odds of someone catching something youRemember how expensive a hiring makes you so. missed.mistake is. Let’s face it, the best people have the bestThe cost of hiring one sales person, (including options, and we need to sell them on why Don’t focus too much on interview skills oradvertising costs, training expenses and they’ll do better here. a good résumé, look for the skills that thescrewed-up deals during the learning curve) job requires.is easily $10,000 or more. The cost is even Streamline the interview process. It’s tempting to hire the person who dressesmore enormous if you add in the lost service Rather than spending a ton of time explaining the best, is the most well spoken, went to aand parts business, and lost repeat and the job to everyone who calls, e-mail them fancy school or happens to “hit it off” withreferral business from those lost sales over a list of frequently asked questions and ask you, but don’t put too much stock in thesethe coming years. With that in mind, spend them to contact you if they are interested in things unless they are required for the job.the time to do it right. Spending your time on learning more. The questions should have Ultimately, you’re hiring someone to performother more urgent and pressing tasks instead rich detail about schedule, pay plan, your a job, not to be interviewed. So focus onof hiring is like stepping over dollars to pick mission statement, etc. qualities that are required to do the job.up dimes or even pennies. At least for sales people, don’t work too Make sure your candidates are interviewingIt’s a lot cheaper to keep the good person hard to track people down after you’ve you and not just the other way around.you’ve got than to go and get another one. made an initial contact. This will cut down on the number of peopleSo do what it takes to keep your best Ask them to call you rather than telling them who quit the job after only a short time becauseperformers. that you’ll contact them. This ensures, if they didn’t understand the responsibilities, nothing else, a minimum level of interest pace, culture, challenges, etc. It’s my goal toRemember that the person you’re hiring and professionalism. I want to see that a make sure a candidate understands exactlymay be a future manager. sales person has the wherewithal to pick what the job is, warts and all. It doesn’t doAmong the people you hire for line staff up the phone and follow up with people. me any good to sell someone on the job andpositions, some of your hires need to have If they can’t do it with me, they won’t do then have them discover they don’t like itmanagement potential. Be on the lookout for it with customers. During the interview and then quit.it. Promoting from within is a great philosophy process, ask the candidate to call you to setonly if you’ve laid the groundwork by hiring up every interview. If they’re not motivatedpeople worthy of eventual promotion. to contact me to set up each interview, then they don’t fit.There’s never a good time to hire the wrongperson, and there’s never a bad time to Require three interviews that includehire a good person. multiple team members. Jeff Morrill is co-owner of Planet Subaru inNo matter how desperate you feel to have a This isn’t as tedious as it sounds. I do the first Hanover, Mass., and Planet Chrysler Jeep in Franklin, Mass. He can be contacted atperson in place, beware of hiring a sub-par interview. If I like the candidate, I invite the 866.872.8699, or by e-mail atperson because you’re desperate. person back to interview with the department jmorrill@autosuccessonline.com. 18 www.autosuccessonline.com
  14. 14. sts fos ls ms sf fis KirkManzo sales and training solution Use an Evidence Manual Customers often work. Perhaps you enjoy fishing, hunting, should buy from you. This section will believe more of what coaching a little league team or traveling contain copies of favorable CSI and SSI they see than what to a variety of destinations. Showing these surveys showing positive comments from they hear. For this photos allows your customer to realize that previously sold customers. Any thank you reason, today’s sales you are just like him or her, a human being, notes or letters should also be included in professional must not some big, bad car sales man. Include this section.create and maintain an evidence manual to photos of you and your family, your dog andshow his or her customers proof of why they the people that are important in your life. A good strategy to help increase the numbershould do business with your dealership. This section should take up a few pages in of thank you notes you have available to your book, not one photo. place in your evidence manual is to makeMost sales people are attempting to convince it easy for customers to provide theira prospect they just met for the first time to Chapter two will also contain photographs, comments in writing. Go to the local officebuy a product that costs thousands of dollars however, these pictures will show you supply or stationery store and pick up a smallafter only knowing the person for about an standing next to people with large smiles 5x7-inch note pad with a generic beach orhour. This can be a real challenge. on their faces standing in front of the new mountain scene in the background. Keep this vehicle you just sold them. These pictures in your desk so that when you are finishingIn order to help persuade the customer to do provide you with a very powerful tool of the sale and your customer comments howbusiness with your dealership now, use an influence to persuade your customer to buy pleased he or she is about everything, youevidence manual to reinforce your strengths. from you now. There is an unconscious can then make a small request of him or message that your customer will be receiving her. “I really appreciate you saying that Mr./The book itself should be constructed from as he or she views page after page of photos Mrs. Customer. Would you be so kind as toa large photo album. The best type to use of people standing next to you smiling next take a moment and jot down what you justhas a three-ring binder with full-size pages. to a new car: “Buying a car from you will said so that I could add that to my book?”The pages should have a hard backing with make me smile, too.” Then simply hand him or her a pen and youra plastic sheet you can pull up and place stationery to get your written testimonial fordocuments and photographs of various sizes In smaller communities this section can be your evidence manual.and shapes underneath. Your local discount even more powerful. As your potential newdepartment store should have a photo album customer is flipping through the pages of The last chapter will focus on your product.for about $10 to $15, a small amount to pay your evidence manual, whom might he or This section will contain articles writtenfor your success. she see? That’s right, people they already about the various models of cars, trucks know and trust. “Look honey, Bill and Terry and SUVs you sell. The good news is thatThe book should be formatted into four bought a car from this young fellow.” What going to Yahoo or Google should providedifferent and distinct chapters, each just happened to your credibility? Exactly. It you with plenty of content for this section.designed to help influence your customer to just shot through the roof. Due to current In addition, you should subscribe to “Motoraction now. privacy laws you may want to have a standard Trend,” “Road and Track,” “Automobile,” advertising disclaimer form signed in F&I and other magazines to both stay current onChapter one is all about you. This section is a during delivery giving you permission to use competitive new models as well as collectcollection of photographs of you outside your the photos. articles on your product. Make it a point towork environment. This collection of photos pick up the Friday edition of USA Todayshould show you involved in the activities Chapter three is focused on written evidence because it reviews new vehicles each week.and interests you participate in outside of to support your case for why the customer The use of an evidence manual shows your customer you are a professional. It provides him or her with proof that you are someone he or she should feel good about spending his or her hard earned money with today. Go make something happen. Kirk Manzo is the general manager at Ziegler Supersystems. He can be contacted at 800.858.6903, or by e-mail at kmanzo@autosuccessonline.com. 20 www.autosuccessonline.com
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  16. 16. sts fos ls ms sf fis ChipPerry marketing solution Taking Photos That Really Work Online The key to building are posting are consistent with the comments a neutral background and good lighting. Do an effective online in the ad. If you highlight that a vehicle has you have woods behind your dealership or advertisement is low mileage, you can take a picture of the a solid wall on one of your buildings? A real-time, detailed odometer; if you advertise the car has large showroom with high ceilings? These are all information. With trunk space, open the trunk and take a picture good examples of locations that will help the online advertising, the looking in. These types of photographs focus remain solely on the vehicle for sale.more information you provide, the better the reassure consumers they are seeing picturesresponse. And providing visuals is an essential of the actual vehicle of interest, making As mentioned, lighting is important incomponent of merchandising vehicles and it worth their while to visit the dealership photography — too much light producestelling the car’s story, which is why the first for a test drive. With recent improvements glares and dark shadows, whereas too littletraining module covers photographs. Great and drastic price reductions in digital light produces darkness and makes it difficultphotos are key to advertising online, in order cameras, it is a solid, low-cost investment. to see vehicle details. The best onlineto reach the information-seeking consumer photographs have diffuse lighting, whichand illustrate what you have in your “virtual Even better than low-cost, location is a no- produces no glare, harsh shadows or colorshowroom.” Dealerships need to understand cost investment. Choosing the right location distortions. Therefore, take photographs inwhat makes a photograph most effective. to showcase vehicles can make all the a well-lit, indoor location or on an overcast difference in vehicle sales. You should avoid day. The right amount of light will allowThe first step in taking good photographs is taking pictures in the inventory line. This can consumers to clearly see the vehicle andhaving a good camera. Use a high-quality make your dealership appear cluttered and every little detail.digital camera with a large lens opening to can distract consumers from the vehicle ontake sharp, close and professional-looking which you are trying to focus. Instead, find Photos help sell cars. To show off all theimages of the car. Be sure the photos you a showcase space with minimal distractions, features of the car, it’s important to include multiple photos. It’s statistically proven that ads with photos sell better than those without, and ads with multiple photos sell three to four times better than those with a single photo. Post photos showing off every important aspect of the car from every angle. Show off any special features, such as specialty or new tires, good condition leather interior, folding seats or a spoiler. Include a picture that makes the consumer feel like they’re “in the driver’s seat,” but don’t be repetitive and post similar photos. Whether your dealership is large or small, franchise or independent, the way vehicles are merchandised online is what ultimately makes a difference in car sales. When in- market shoppers are scanning for vehicles that meet their needs, the main driver of consumer response to online advertisements, Nine Correctable Mistakes: Triple Your Return in Direct Marketing. aside from price, is the way dealerships present their inventory. Take good Having watched responses to over 100 million mail pieces, and after studying over 500 databases, we would like to talk with you about disciplined marketing. We can point out photographs, invest in a digital camera, nine critical mistakes in marketing today... And show you how to correct them right now! choose good locations, use diffuse lighting We are an agencys agency. With approximately 280 employees and one of the largest and provide multiple photos. Successful variable printing operations in North America, we create marketing strategies and online advertisements provide consumers execute them through print and mail for several major manufacturers, including Toyota’s Lexus division. We see a lot of different strategies with mail. Some work very well. Many with mental ownership of vehicles. fail. We will let your group in on what really works. Come see special guest Chip Perry is the president and CEO of speaker Bill Sattree at the invitation AutoTrader.com. He can be contacted at hors doeuvres party, Thursday at Call today for more 5:30 at the AutoSuccess Best 866.853.0234, or by e-mail at cperry@autosuccessonline.com. information 866.239.4093 Practices Summit IV 22 www.autosuccessonline.com

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