AutoSuccess Aug06


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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

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AutoSuccess Aug06

  1. 1. Increase Sales Now August 2006
  2. 2. SUMMIT V BEST PRACTICESLEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALESNovember 7th and 8th2006, at the VenetianResort and Hotel, LasVegas, NV.Dealers & ManagersOnly!Two days of intenselearning. Dramaticallyimprove your results.Limited Seats,Register Today!Case studies fromsuccessful dealershipsacross the country.Speakers and times subject to changeCall today to register. Seating is limited. toll free: 866.396.7050 web:
  3. 3. Avoid America’s Favorite Pastime 8 ZigZiglar The Power of Pausing 9 BrianTracy Questions Are the Answer 10 TomHopkins Top GM Dealer Talks Straight Internet Search Marketing and Why All Customers Today Are Internet Customers 12 TedLinhart The 7 Commandments of Selling, Part 4 14 DavidJacobson Create an Elevator Conversation, Part 3 Going Up 16 PattiWood An Effective Voicemail Will Get You the Call Back You Want 18 DavidKain Two Schools of Thought 20 KirkManzo It’s Still About Selling 21 MikeParsons How Do You Measure Wealth - People or Profit 22 RichardLibin The Importance of Payments 26 RaquelSmith A Business Dedicated to Making a Difference 28 JesseBiter Actions Speak Louder Than Words With Women Car Buyers 29 DeborahRenshaw Scott’s Individualized Consultation Transcripts, Part 3 30 ScottJoseph What Your Employees Don’t Know Can Hurt You The Link Between Education and Compliance 32 CharlesArrambide Record Sales Don’t Mean Much, Record Profits Do 33 RobMancuso Key Performance Indicators 34 HeatherConary 10 Great Investigative Questions 36 JeffMorrill People Buy From People 37 12 MarkTewartcover Effective E-Marketing 38 BrianEpro The “Be” Attitudes 40 SeanWolfington Managing Time in the Business Office 41 TonyDupaquier Rick Case Auto Group - The Value of Technology How Technology Enhances Our Dealerships, Employees, and Community 42 PhilCohen Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist toll free: 877.818.6620 facsimile: 502.588.3170 Dave Davis, Creative Strategist Charlie Tierney, Sales-improvement Strategist web: helping to promote... Psalms 57: 2 “I cry out to God...who fulfills for me.” Job 34: 21 “For His eyes are upon the ways of man, and He seeth all His goings.” 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 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.
  4. 4. sts fos ls ms sf fis ZigZiglar sales and training solution Avoid America’s Favorite Pastime What is America’s blame others for our condition, our problems, that the snake didn’t have a leg to stand on. favorite pastime? our state in life. We do it all the time: We are responsible for our thoughts and Some people would “Boss, it’s not my fault the customer our actions. We are responsible for our have you think it is didn’t buy. I showed up at 1:45 … for hits and our misses. We are responsible for baseball. Afterall, the 1:30 appointment.” our success and our mistakes. If others areit is called the “National Pastime.” True, responsible for our success, then we need toa lot of people attend all types of baseball invest in those people. We need to send themgames…from little league to major league to schools and to seminars and to educategames. Some people think baseball is a bitslow. Someone once said that baseball is 15 We are them. Once they are better, we will get better. Once they are great, our lives will be great.minutes of action packed into three hours.Some people believe golf is the national responsible for No, I don’t think so.pastime. It certainly has continued to gainpopularity and participants over the years. I our success You know that it doesn’t work that way. We must stop blaming others. We must standam proud to say that recently I shot my ageon the golf course. That sounds impressive and our on our own and make our own way in this world. We all need to avoid the pastime ofuntil you realize that it only took me 14 holesto do. mistakes. transference of blame. If it is to be, it is up to me.There is another pastime that Americans are Of course it’s not our fault that we do this. Zig Ziglar is the chairman of the board ofcrazy about; sales people have it down to a The blame goes to Adam and Eve. They Ziglar Training Systems in Dallas, TX. Thisscience. Despite its popularity, this pastime started it all. God asked Adam if he’d eaten article was reprinted with permission. Allshould be avoided at all times. the fruit. Adam said, “Lord, let me tell you rights reserved. He can be contacted at about that woman you gave me.” Eve said it 866.873.0026, or by e-mail atIt is called “transference of blame.” It is easy to was the serpent’s fault … and we all know 8
  5. 5. sts fos ls ms sf fis BrianTracy The Power sales and training solution of Pausing All of the top sales silence tells the prospect that you are giving people ask good careful consideration to what he/she has questions and listen just said. By carefully considering the other carefully to the person’s words, you are paying him/her a answers. One of the compliment. You are implicitly saying thatmost important skills of listening is simply you consider what was said to be importantto pause before replying. When the prospect and worthy of quiet reflection. You makefinishes talking, rather than jumping in with the prospect feel more valuable with yourthe first thing that you can think of, take three silence. You raise his/her self-esteem andto five seconds to pause quietly and wait. make him/her feel better.Become a master of the pause Understanding with greater clarityAll excellent listeners are masters of the The third benefit of pausing before replyingpause. They are comfortable with silences. is that you will actually hear and understandWhen the other person finishes speaking, the prospect better if you give his/her wordsthey take a breath, relax and smile before a few seconds to soak into your mind. Thesaying anything. They know that the pause is more time you take to reflect upon what hasa key part of good communications. just been said, the more conscious you will be of their real meaning. You will be more alert to how his/her words can connect with When you other things you know about the prospect in relation to your product or service. pause, not The message you send only do you When you pause, not only do you become a more thoughtful person, but you convey this become a more to the customer. By extension, you become thoughtful a more valuable person to do business with. And you achieve this by simply pausing for person, but you a few seconds before you reply after your prospect or customer has spoken. convey this to Action steps the customer. Here are two things you can do immediately to put these ideas into action:Three benefits of pausing First, take time to carefully consider whatPausing before you speak has three specific the customer just said and what they meanbenefits. The first is that you avoid the risk by it. Pausing allows you to read between theof interrupting the prospect if he/she has lines.just stopped to gather his/her thoughts.Remember, your primary job in the sales Second, show the customer that you reallyconversation is to build and maintain a high value what they have said by reflecting for alevel of trust, and listening builds trust. When few moments before you pause for a few seconds, you often findthe prospect will continue speaking. Hewill give you more information and furtheropportunity to listen, enabling you to gathermore of the information you need to makethe sale. Brian Tracy is the chairman & CEO of Brian Tracy International. He can beCarefully consider what you just heard contacted at 866.300.9881, or by e-mail atThe second benefit of pausing is that your 2006 9
  6. 6. sts fos ls ms sf fis TomHopkins sales and training solution Questions Are the Answer When you work with any one client, just enough to get the “yeses” example of this is getting an appointment. a new car prospect, flowing. Experiment with your existing The average sales person will say to their don’t you agree that presentation until you find a comfortable prospect, “When can we get together?” This you should try for number of tie-downs to use without sounding allows the prospect to say, “Never,” or, “I’m several minor “yeses” repetitive. too busy just now, I’ll call you later.” Now, before you go for the that won’t get you an appointment today,big “yes” buying decision? It makes sense, Another way to keep these tie-downs from will it?doesn’t it? It would be helpful to learn a sounding overused is to use them in otherspecific technique that would begin a string forms: “Inverted,” and “Internal.” I’ll use In using the alternate of choice question youof “yes” answers, wouldn’t it? You’re the same example as above to demonstrate would say, “I have an appointment openingprobably getting tired of all these questions, them. this afternoon at 3 p.m., or would 4:30 bearen’t you? more convenient for you?” You’ve given STANDARD: A reputation for excellent your prospect two choices, one of which theyIf you answered “yes” to these four questions, service after the sale is important in making will most likely agree to. If they cannot makeyou’ve just proven the effectiveness of the this decision, isn’t it? either appointment, they’ll tell you and you“Tie-down” questioning technique. Let me can counter with another alternate choice.begin by defining the term “tie-down.” A tie- INVERTED: Isn’t a reputation for servicedown is a question at the end of a sentence after the sale important in making this This is also a good technique to use whenthat calls for a positive response. Here are decision? you try to get a delivery date from yoursome examples: prospect once they show signs of going INTERNAL: A reputation for excellent ahead. “You mentioned wanting to remove • “A reputation for excellent service after service after the sale is important, isn’t it, in some things from your current vehicle. How the sale is important in making this making this decision? soon would you want to take delivery of your decision, isn’t it?” new truck? Today? Or, would tomorrow be • “I can tell you are happy to hear that we The inverted and internal tie-downs allow better?” Just remember to use it whenever have a wide range of financing options, you to hide the fact that you’re using a you have two alternatives you can give to aren’t you?” technique while adding warmth to your your prospect, and both of them require a • “You can see how our evening service statements. By utilizing all three types, positive response. hours would make your life easier, you’ll have a good mixture of them to build can’t you?” into your presentation. Once you’ve learned These two simple questioning techniques them and worked with them, use of the tie- are the first steps to turning your existingThis technique works most effectively when down will become a speech habit that will presentations into positive momentumyou tie-down a positive statement about the improve your business and your earnings. builders. Please remember, a quick readingbenefits of your services that you know your of these techniques will not do. You needprospect needs. The key is not to over-use Another form of the tie-down you might to read them, study them, learn them andthem so your prospect won’t suspect you’re consider using is the “Tag-on tie-down.” practice them until they become a naturalusing a technique. Here are 18 standard tie- It can be used in a variety of ways. The part of your speech. If you have to stop anddowns that you’ll find useful: simplest is to tie-down a positive statement think before using these techniques, your your prospect has just made. For example, if prospect will suspect you are using a salesAren’t they? Don’t we? they say, “Having a good extended warranty technique and will try to fight you. OnceIsn’t it? Aren’t you? is important.” You would say, “Isn’t it?” They they’ve become a natural part of your speech,Shouldn’t it? Isn’t that right? make a positive statement and you agreed, they will flow smoothly and add warmth toCan’t you? Wouldn’t you? but asked for another positive statement. The your presentation. All it takes is one “yes” toDidn’t it? Couldn’t it? statement being the word, “yes.” turn a prospect into a satisfied client.Haven’t they? Wasn’t it?Doesn’t it? Hasn’t he? Another useful questioning technique is the World-renowned master sales trainer TomWon’t they? Hasn’t she? “Alternate of Choice” technique. An alternate Hopkins is the chairman of Tom HopkinsWon’t you? Don’t you agree? of choice question is one that suggests International. He can be contacted at two answers, either one will confirm that 866.347.6148, or by e-mail atYou don’t want to use too many of them with your prospect is going ahead. The easiest 10
  7. 7. fs feature solution TedLinhart Top GM Dealer Internet Search Marketing and Why All Talks Straight Customers Today Are Internet CustomersDominion Automotive Group - comprised Linhart: A lot of Internet search marketing the results, and compared to traditionalof two campuses and nine franchises inRichmond, Virginia - is anything but a There’s no such is common sense, but that doesn’t mean you want to try to do it on your own. Many advertising. You know, we just dropped our Yellow Pages ad. We tracked the callsnewcomer: The company celebrated its 50thanniversary last year. Chairman and CEO thing as an powerful techniques are discovered through sophisticated research, and you need a partner coming in to that number, and to the phone number on our Web site. The Web site wasTed Linhart is no newcomer, either. Thegreat-nephew of the company’s founder, he’sbeen with Dominion for 35 years, having Internet customer that can bring that sort of knowledge to bear. There’s a lot of collaboration between us and our partner. We bring to the table what we beating the ad in the phone book by 100 to one. It just didn’t make sense any longer.come on board straight out of college. - there are only know about our business and our market, and they offer what they’ve learned from There’s one big lesson we’ve learned as we’ve worked to keep all our campaignsA long-established, family-owned dealershipmight not seem like the place to look for customers, and their own experience and experimentation. coordinated. We hired a company that specializes in such matters to help us with that, and our marketing director stays on toptop-flight advice on the Internet side of theautomotive business, and particularly not thecomplex world of search engine marketing. In the Internet is Here in Richmond, people are just as likely to refer to a part of town as they are to the name of the city itself. Our campuses are located of this, too. But it’s not just a question of coordinating things. Sometimes we find thatthis regard, Dominion is an exception, and sois its leader. Though Linhart’s sport is fishing, the way more in Southpark and Short Pump. When we said we wanted to bid on “Chevrolet Short the Internet actually has a say on whether a given campaign makes sense. A while back,not poker, he uses a poker term to describe hisbusiness’ Internet commitment: “All in.” and more of Pump” or “GMC Shortpump,” for example, naturally our PowerSearch rep wanted to we used a tag line in a TV commercial, and later we found that Googling this tag line took users to some really ... questionable links. So know what the heck “Short Pump” was. ButAutoSuccess: Ted, we appreciate yourgiving us this chance to talk with you. How your customers he got us those keywords, and they’re paying off. That’s an example of knowledge the now we always test our tag lines on the search engines first, to make sure they’re safe, and todid you arrive at your perspective on theInternet and its importance for automotive are going to dealership can contribute. Our partner has insights into things outside our immediate make sure it’s feasible to bid on them.retailing?Ted Linhart: I’ve always approached it as a find you. expertise. For instance, if our ranking on a certain keyword suddenly drops, they can figure out why and make an adjustment. AS: Ted, it’s striking to find the head of a large dealership so knowledgeable about Internet search, and so involved. Care touser. I use the Internet every day in my work, They’ve also been instrumental in getting us comment on that?of course, but also in many other ways. At that make them different from the people who feel we’ve found the level that gives us the often your ad appears, and where it’s ranked. placement as one of Google’s “featured Web59, I’m probably a little bit behind the curve. walk onto the lot. The fact is, the people who maximum ROI. It’s just a question of what you’re willing to sites.” These are ads that appear just above Linhart: Well, again, it’s a product ofBut once I realized just how great a role it visit your Web site are the same people who, spend, and how much it makes sense for you the organic search results and seem less like my own experience with the Internet. Iplayed in my own purchasing decisions, five or 10 years ago, would have walked onto AS: That’s the paid search side of your effort. to spend. Improving your organic rankings ads to users. They deliver great value. personally understand how the Internet canit was easy to see the future - the growing your lot. Now they don’t have to—or rather, Do you optimize your Web site to ensure that through optimization is therefore extremely be useful, and the ways it can be uselesspercentage of people who have grown up that’s no longer their first step. it gets high rankings in the search engine’s valuable, but here you can’t buy your way AS: Do you have any advice you’d like to and even annoying. When someone doeswith the Internet, and who naturally make it organic results? to the top. You have to design your Web offer dealers who are just beginning to think a search and finds us, I know that they’rea part of their auto-shopping process. AS: Dominion markets itself heavily on the site so that it gets the right kind of attention about making a concerted effort to market looking for information. If our Web site major search engines. When did you start Linhart: Absolutely. In fact, I feel very from the search engines. And that’s not all. their dealerships on search engines? doesn’t give them what they want, thenAS: How has this personal insight shaped the doing that, and how has it turned out? strongly that the two things go hand in hand. Ultimately, your ranking is determined by we’re doing something wrong. And if weway Dominion thinks about Internet sales? A dealership might start out with organic how often users visit your site when it shows Linhart: I’m happy to offer advice to anyone ask visitors for information before we’ve Linhart: We started in October, 2005. The search before moving on to paid search, but up in their search results. So your Web site and everyone - as long as they’re outside our given them any information, we’re drivingLinhart: In the auto business, there’s a first thing we learned was that, for a modest ultimately you want to be doing both, and really has to be what you want the search market. them away. Dealers who are just gettingwrong-headed tendency to think that there amount of money, you can buy yourself you will need the help of a single-service engines to think it is. It has to be useful to started need to trust their own experienceare these people out there called “Internet a huge amount of exposure and the ability provider who can handle both together, in a the people who find it based on the search One point I’ve already made bears repeating: and common sense and use it actively whencustomers.” Well, when I go to to measure what it brings you. Our first cohesive and systematic way. strings you target. There’s no such thing as an Internet they work with their buy a book, I’m not an Internet customer. month’s budget was tiny—just over $150— customer—there are only customers, and theI’m just a customer who’s using the Internet but the results were very encouraging. In AS: Can you give us an example of the AS: What are some of the issues that have Internet is the way more and more of yourto buy a book. And the same is true in our May, we spent about $1,300, brought 1,589 synergy you perceive between the two? come up as you’ve worked on your paid customers are going to find you. Ted Linhart is the chairman and CEO ofindustry. The biggest mistake you can make people to the Web site, and converted 39 search campaign, and on organic search? Dominion Automotive Group in Richmond,is to think that the people who visit your Web of them to sales. We’ve experimented with Linhart: With paid search, you have a What’s it like working with a service provider I said this before, too, but the cost of organic Virginia. He can be contacted by e-mail atsite have some special qualities, good or bad, different monthly budgets, and right now we tremendous amount of control over how in these areas? and paid search is very low, compared to 12 13
  8. 8. sts fos ls ms sf fis DavidJacobson sales and training solution The 7 Commandments of Selling, Part 4 You now know what collisions, his/her family will be as safe as check.” You then come back and say, “Great the customer is looking possible. In addition, these safety features news, it’s still available and I am excited for for, what is important lower insurance costs. you because it’s one of the hottest colors this and what is essential to year. Let’s go take a look.” them. This system demonstrates the value of your product to your customer. Moreover, if the You make the difference in everything thatYou have found the car that best fits their competition does not use this approach, you happens. You cause the excitement andneeds. How do you present your product in will clearly have the advantage of earning energy. Do you have to be a “bounce-off-a way that separates you from the crowd? the sale. the-wall” type of sales person to have thisGreat sales people do many things to turn impact on a customer? No. You just need toa prospect into a buyer; however, it is the Let’s say your customer is shopping for create the environment that is conducive totrue professional who can present his or her many different vehicles and they all have emotion.product in such a creative and effective way similar qualities. It is the sales person thatas to fit the customers’ needs and passions. finds this out and then clearly defines the Is it a blue car or “the ‘new for this year’ pearl benefits who will earn the sale. Remember blue clear coat?” Is it beige or “platinum mistUsing the feature, function and value one very important statistic that you will not - a color you never need to wash because itsystem is the greatest way of marrying the find anywhere: The sharpest person along hides the dirt so well?” Then you rub yourcustomer’s wants and needs to your product. the way gets the deal. Whether you are the hand across the hood to show the dirt theyIf a customer had told you they plan to use first or last stop, if you fulfill the customer’s couldn’t see on the car. This is real-worldthe car as a family vehicle and take trips emotional and technical needs, you will earn stuff and it works magic.several times a year, it is important that you their your presentation around these points, You have one car left and it is a popular-stressing, for instance, the safety features, Most cars today have a power seat. This equipment package car. It has powergas mileage, roominess and versatility of doesn’t sound like a very exciting feature, windows, locks, cruise tilt and a CD player.your vehicle. but it is how you explain the feature that will A customer walks in and says they want a grab the customer. basic car. They explain they have a limitedIt is important to explain how they will budget and want to save money by stayingbenefit from having such features and the Consider, is it just a power seat or “a six-way with a bare car. Another customer walksease of their use. adjustable luxury feature that enables you to in and wants a fully loaded car. A top sales get comfortable with the touch of a button? person will be able to fulfill both customers’For example, if a customer showed an Whether you travel around the block or take wants and needs with the same car.interest in the safety of a vehicle, how would a day trip, these power seats will make ityou present the feature, function and value more pleasurable.” How?system? Let’s break it down. Sell, don’t tell. To the base-car customer, this is the basicWhat are the features? They may include, A brochure gives dimensions and statistics. package with mostlyfor instance, crumple zones and a drop-out You give benefits. standard equipment. To the other fully loadedengine. Open the hood and show the features customer, you rattle off all the equipment,to your customer. It’s the end of the year and you have one even the basics such as power steering and car left. You have had it for many months; brakes.What are the functions? Explain that on you know, the ugly one in the back thatimpact, the crumple zones collapse the front nobody wants. How do you describe it to Remember, the sharpest sales person alongend of the car to absorb the hit, and the engine the customer? If you say, “I have one left, let the way gets the designed to drop under the car so it will me show it to you,” or something of that ilk,not be pushed into the driver and passenger then you are losing business.compartment. David Jacobson is the founder and Try telling the customer: “I think I saw one president of GrooveCar Inc. He can beWhat is the value to your customer? that just became available and I must check contacted at 866.663.9038, or by e-mail atEducate your customer that, even in serious to see if it still is. It probably isn’t, but let me 14
  9. 9. sts fos ls ms sf fis PattiWood sales and training solution Going Up Create an Elevator Conversation, Part 3 In the first article on grabbing or memorable. This conversation elevator speeches you could last all of 20 seconds; you don’t have determined the value time to repeat points. Instead, be original. of a quick conversation If you’re concerned about trying a unique to create business. In introduction, ask yourself if a unique the second article you statement suits your personality, your learned how to capture the attention of a company and your audience. If it does, stranger or a colleague. In this third article follow these steps: you will write your elevator speech step by step. Realize as you are delivering each • Be memorable - create a mental picture point you have prepared, you want to create of what you do. we’re this close to a cure a back-and-forth flow of questions and To be memorable you need to create an image comments with the other person so that this of what you do that can be held in the right is truly an elevator conversation, rather than hemisphere of the brain of the person you are an elevator monologue. talking to. That is where strongest links to memory lie. You can do this by making up 1. Ask them who they are and what they do. a new word, using metaphors and analogies, It is often up to you to initiate the conversation. playing with the description of what you Get into the habit of talking to strangers and do, thinking of what senses your product or saying. “Hello, my name is _____. What do service uses, or describing the end result or you do?” your product or service. 2. Listen carefully to their response. Decide which is more engaging and Being a good listener helps develop rapport memorable: and helps you discover their challenges or • “I run a car dealership,” or “I help put people problems. After you have rapport and insights in their dream car at my car dealership.” about them, you can then tell your story, • “I am a financial planner,” or “I am a money showing your expertise in solving just those doctor.” types of problems. It’s important to let them • “I am a pharmaceutical sales rep,” or “I am know you want to help them and you have a a health pusher.” Juvenile Diabetes genuine interest in hearing more about them. • “I am a project manager,” or “I help teams affects millions Being the best listener is sometimes the best solve problems.” Mary Tyler Moore way to sell • “I am an event planner,” or “I create the International Chairman and causes long- perfect business party.” term complications like blindness 3. Introduce yourself. • “I am a teacher,” or “I help shape our and kidney failure. Not to mention It is important that you know what your country’s future by teaching children.” pain and worry no kid should have goal is for the conversation. Be clear. For • “I am an executive recruiter,” or “I help to live with. But we’re closer than example, often my goal for an elevator find the perfect people to make business speech at a convention is to get stories, grow and make money.” ever to a cure. Your help makes examples and problems from the people I life-saving research possible. Call meet that I can add to the speech I will be • Be specific about what you do. 1.800.533.CURE or visit giving to them. Are you looking for future Another way of making what you do more employees? Do you want people to come engaging, impressive and memorable is down to your dealership? Set a goal and you to be specific about what you do. Make a will achieve it. quantifiable statement about your work. 4. Make your introduction memorable, Decide which is more impressive and specific and simple. memorable: Try to introduce yourself in a unique way • “I am a cars sales man,” or “I have helped that catches their attention. Saying the old, over 200 people drive their perfect car.” ”Hello, my name is Jeff Smith, and I am an • “I am in human resources,” or “I am in engineer from company XYZ.” is not the human resources and I hired more than 100 worst way to introduce yourself, but the great people in the past 10 years.” “name, rank and serial number” introduction • “I am an IT specialist, or “I helped my is used by most people, so it’s not attention company use technology to be 30 percent16
  10. 10. continuedmore profitable in the past year.” service or concept you provide to the customer.• “I am a construction engineer,” or “I have There are all sorts of catchy names for thishelped build the new Georgia Aquarium, the statement: the unique selling proposition,Georgia Dome and the Atlantic Civic Center.” value proposition, benefits statement, competitive advantage or deliverables. IfYou notice the focus is on accomplishments, you’re going to a particular event, you cannot just dry duties and responsibilities. prepare responses in advance for the people you will be talking to. Let’s say you’re going• Be simple. to a small chamber of commerce meeting.Use simple language rather than industry You can get a list of attendees in advance.jargon. You may think that impressing the Identify the people you want to meet. Youperson with your knowledge is a great way may even be able to research them and theirof selling yourself, but it may just make them company on the Web. Now you can preparetune you out. Remember: analogies, stories the benefits portion of your elevator speechand metaphors are more memorable. to match their requirements.5. Share what business you’re in. To create benefits, ask “What can I bringWhen you talk about the business you’re to them?” Can you save them time, money,in, the tendency is to ramble on about the and stress, or give them success, prestige,features the company provides rather than efficiency, well times or more business?the benefits that the listener can get fromusing the business. Remember, people are Brainstorm a list of the benefits you offer.always asking, “What’s in this conversation • How can you I do it better than anyonefor me? Why should I care about what you’re else? How am I unique?saying?” • Pick one of the benefits. Pick the one that is the most compelling reason for the audience/Decide which sounds more enticing: customer to buy the product, service or• “We are XYZ Dealership,” or “Every concept.month we help 200 people like you drive the • Quantify it. Don’t use jargon; use simplecar of their dreams.” concrete spoken word language. Or, if you• “We are a printing company,” or “We create want to really grab the listener, paint vividfull color printing from business cards to word pictures.brochures so you can paint your businesses • Describe the emotional impact. Describesuccess story.” how the benefits will make them feel. “Call me Dealers using• “We are a small business financial service,” Benefits include how you can save an the “I Likeor “We help small businesses like yours plan employer time and money, help people feel today! Thatfor their success.” good, or expand markets. You’ll Payment” • Give them proof. Provide evidence that like the programNotice how each business introduction has support your claims through examples or are doinga “you” statement. Research shows that stories. results!” awesome!”people’s attention level goes up when their • Keep listening to them. Don’t just dumpname or the word “you” is said. out the speech and think that’s it. Pause as you speak. Watch and listen to their reactions6. What group of people do you service? and improvise the best responses to theirYou may be talking to someone who cannot interest.personally use your services or buy from • Create possibility for future contact. Hand RAQUEL SMITH, VP SALES/MARKETINGyou, but they know someone who can. Be them a card and ask for theirs.very clear about who your perfect customeror client is.7. Share what benefits your customers Patti Wood is a motivational speaker andreceive from your services. communication trainer at CommunicationPeople are thinking, “Why should I do Dynamics. She can be contacted atbusiness with you?” So you need to state the 800.849.3651, or by e-mail atbenefits - not the features - of the product, 2006 17
  11. 11. sts fos ls ms sf fis DavidKain marketing solution An Effective Voicemail Will Get You the Call Back You Want If you talk to Internet this data you should determine if you for the call is often overlooked but specialists about the have the product they want to buy, it is essential if you hope for a call challenges of their job, whether your dealership likes their back. You may want to try something one common concern trade in, whether they are a previous like this “The reason I am calling is is the lack of response buyer (cross reference in your DMS or to review the specifications on the to voicemails left for CRM tool) and what you will need to Camry, and make sure I have all theprospects. This seemingly simple task is provide in the message to address any information necessary to provideactually quite complicated when you consider comments. you with a price and to ensure weall the elements that come into play - timing, apply the best possible manufactureryour message, the speed of delivery, your 2. Timing – The first call should be incentive”.phone number, your name, your dealership right away if the lead came in duringname, response to the prospects comments working hours and as early as possible c. Trade-in Mention – If the customerwhen the lead was submitted…. It’s not just if it came in when the dealership was was kind enough to have mentioned apicking up the phone and calling the number closed. You will want to be sensitive trade-in, then I think you should workprovided with the lead. to their actual typed comments if they this information into the message. It noted they would like you to call at demonstrates to them that you are onIn conducting mystery shops for hundreds a particular time or if they note they the ball and have read their request,of dealerships, we have learned that there is would not like you to call at work. and it provides an opportunity to bea reason some people should never expect Otherwise, it is fine to call at anytime different than your competition. Ia call back, and we have learned why some you deem appropriate for your market. recommend: “I noticed you have apeople nearly always get the response they Remember, the key is to contact the 2002 Camry to trade and I wanted torequest from their prospects. I think the key customer, and finding them is part of learn more about it, because I thinkdifferences are preparation and delivery. By the equation. I have someone who is interestedlistening to multiple voice messages, you in one, which would help us to givecan detect those messages from Internet 3. Message – The message is actually you a better trade value. If you have aspecialists who really have your best interests quite simple and should cover the digital photo, could you e-mail that toat heart versus those who are going down information the customer requested me?”the tick list of prospects just to complete the when they submitted their lead.task. Like so many things in life if you don’t Identify the reason for calling, talk d. Call to Action – If you don’t provide ahave time to do it right, it is sometimes best about the vehicle, mention interest call to action, you can rest assured theyyou don’t do it at all. I feel the same about in the trade and provide a next step will not likely call back. Try this: “Ivoicemails; best not to leave one if you are you would appreciate them taking to would really appreciate a quick call togoing to leave a bad one. move the process along. You want go over this when you get a chance – I to convince them that you are there promise it will just take a minute,” or “IfVoicemails are like a free radio spot for your to serve them and it is in their best you would prefer responding by e-maildealership. If you consider that you have an interests to call you back. please do so and I will provide a promptopportunity to leave a 30-second impression reply.”with someone who has expressed an interest a. Opening – A typical opening line Iin your product outside the influence of hear is “Hello – my name is David e. Closing – Thank them for their time andothers, then you will realize an effective Kain with Kain Automotive. I am slowly give them your call back numbermessage is really important. I also feel it calling….” This is OK, but I feel the and then repeat it. I cannot tell you howis important to leave multiple messages customer could shut down too quickly often I have to replay a message threeif you do not get a response, and to feel when they hear the equivalent of or four times just to capture the number.comfortable if you leave professional, well- “Hello, I am a car sales person calling Your customers may not be as patient.delivered messages. I hope to cut through from a car dealership.” Try this opening Make it easy and they may reward youthe clutter and perhaps become dinner table and see if it works for you: “Hello, I with a call.conversation at the household I am calling. am calling for Julie Smith about theIt would make me proud to know that the request she made over the Internet for Even your best efforts may not end with afamily is talking about the sales person from a new Toyota Camry – my name is call back but I can assure you that a well-my dealership and encouraging the buyer to David Kain with Kain Automotive.” prepared and well-delivered voicemail willcall that person back. The reason I like this opening is that put you at the top of the list when they it focuses on the customer and the consider who they should call back.Let’s break down an effective voicemail and fact that you are responding to theirfocus on getting the call back you desire: request instead of opening with an introduction from someone they don’t 1. Preparation – Look at the lead in even know. This opening may earn David Kain is the automotive Internet detail. Note the source, the time of day you the extra few seconds necessary training specialist at Kain Automotive Inc. it was submitted, the make, model, to get your message across. He can be contacted at 800.385.0095, or trade in and comments, as well as by e-mail at dkain@autosuccessonline. the personal data provided. From b. Reason for the Call – The reason com, or visit 18
  12. 12. sts fos ls ms sf fis KirkManzo sales and training solution Two Schools of Thought Robert Frost wrote, they’re actually more likely to DISQUALIFY all the worksheet figures. And if you are “Two roads diverged in someone. It’s not about what people want to going to start the deal, why not start at all a wood, and I – I took pay (frankly they would like to get something the money. Customers are not going to offer the one less traveled for nothing) rather it is about, what they are to pay you more than you ask of them. While by, and that has made able to pay. most will not oblige your request for full all the difference.” price, the good news is some will (5%-10%). Consider this. How many times has someone If you have not sold a vehicle at full list inWhile there are numerous variations on the told the sales person (and Sales Desk) there the past 60 days, there is only one reason….Road to the Sale, there are two fundamentally is no way I could ever pay more than $425 a you have not asked, statistically someonedifferent philosophies to managing the sale month, yet they leave the F&I office at $515. would have said, “OK, I’ll take it.”of an automobile. You have two choices, sell the DEAL or sell Ask yourself this simple question, “If weOne, the sales person is allowed to operate the CAR. Premature discussion of figures aim higher, will we do better?”independently. They discuss all aspects of will cost your dealership more profit thanthe purchase terms freely and openly, often almost any other single component of the You can be a player coach or you can be aeven asking the customer questions like: sale. Not to mention with today’s scrutiny disciplinarian. Each approach has merit. The of dealership’s selling process by AG’s, you later is much more effective when controlling So what kind of monthly payment are you can ill afford an audit. the sales process at a dealership. Remember looking for? to mean what you say when instructing your What kinda money you thinkin’ about The most practical solution is to establish sales people on your expectations. But there is putting down? a centralized system of “control” with the no need for you to be mean when you say it. What’s your budget? What are you management team. All decisions regarding comfortable with? terms and condition for purchase need to Kirk Manzo is the general manager come from the desk to the customer. at Ziegler SuperSystems. He can beWhile on the surface it may appear that the contacted at 800.858.6903, or by e-mail atsales person is “qualifying” the customer, This would require that sales managers start 20
  13. 13. sts fos ls ms sf fis MikeParsons sales and training solution It’s Still About Selling So, you just finished Well, in Internet sales you have to earn the the right benefits. Hence, you earn the right sending an e-mail. right to ask for the appointment, and then you to ask for the appointment. Remove your hands have to earn the right to ask for the business. Mike Parsons is the director of from the keyboard and eCommerce at Asbury Automotive Group, take a whiff of your Asking quality questions demonstrates your Southeast Region. He can be contacted fingers. What do you professionalism and your desire to assist the at 866.446.7143, or by e-mail atsmell - honey or vomit? Are your fingers prospect in finding the right vehicle with all the information you think theprospect wants to hear? Or, are you meetingthe customer’s expectations while coatingyour message with the honey necessary to keepthem coming back at you with more dialogue,moving down the road to an appointment?Many times I see e-mails where the salesperson has provided all the informationimaginable and finishes with somethingsimilar to, “Let me know if I can answer anymore questions for you.” Where’s the honey?What reason does the prospect have forresponding to you? How much rapport haveyou built? What are the odds of your settingan appointment? Or selling a car?Remember when you were in sales basictraining? At some point your instructorprobably said, “The person asking thequestions controls the conversation.” It’s true.Take a question mark and turn it upside down.Of what does it remind you? A fish hook?The more fish hooks you drop in the water,the more likely you will be to get a bite. Inevery e-mail you send, try to ask at least twoor three questions that will prompt a responsefrom the customer. There are a hundreddifferent questions that could be asked, basedon the knowledge you have of the prospect.One example may be, “What benefits areattracting you to the Toyota Camry? Comfortand styling, or economical ownership andreliability?” You may also discover what youare competing against by asking, “Aside fromthe Camry, what other brands or models areyou considering?” Additionally, you shouldbe setting the stage for follow-up or asking foran appointment. But, you need to earn it.Back when you started selling cars, did youever up a customer, find out what model theywanted, head out on a test drive, start askingthe trial closes on the final stretch, and as soonas the words came out of your mouth you gotthat sinking feeling in your stomach? Youknew you weren’t going to get committinganswers because you hadn’t earned the rightto ask for the business. You had short cut theprocess by not qualifying the customer, anddoing a quality presentation. Maybe theyweren’t even on the right vehicle. I think atsome point we’ve all had this experience.august 2006 21
  14. 14. sts fos ls ms sf fis RichardLibin leadership solution How Do You Measure Wealth - People or Profit How do you measure shares a common culture and goals. To and include motivational, organizational, wealth - people or complement a career path, dealerships must managerial, sales, service and leadership profit? The fastest offer an attractive employment package – a skills. A host of programs are readily way to your profits longevity plan that serves as an incentive for available from auto manufacturers as well as is by increasing the employees to stay at the dealership. This specialized training organizations. people wealth of your can include health insurance, life insurance, dealership. spousal benefits and the opportunity for The ROI of Being “People Rich” substantial financial gain, regardless of the Does your dealership embrace what is calledDealers spend hundreds of thousands of position an employee holds. the “Totem Pole” perspective? Dealer atdollars each year to drive prospects into their the top, managers in the middle, and salesstores and the most successful ones, by plan, For example, if a dealer sets aside $25 for people at the bottom; it’s most prevalent inhave properly trained and educated sales every car delivered by each sales person organizations where there is little training,people and sales managers in place. to be used as an end-of-the-year bonus or no clear-cut path for advancement and high as a contribution to a 401K, it creates an turn-over. The Totem Pole philosophy addsDealerships can increase the wealth of their enormous feeling of empowerment and up to an incredible expense: hiring a salespeople with three simple steps: motivates all the sales people to perform at person who leaves within the first 90 days 1. Develop people from within their peek levels. costs an average of $25,000 to $30,000; 2. Offer a career path to every employee hiring a sales manager with the same result 3. Equip employees with the tools they Equip Employees With The Tools To costs an average of $80,000 to $100,000. need to succeed Succeed Having a career path is only part of the route To build longevity and retain key employeesDevelop People From Within to longevity and retention. It is essential that requires a different mindset beginning atWhen dealerships hire or promote someone dealers help their people develop. To do so, the highest level, use the “Funnel.” In thisfrom within, the process becomes much dealers must provide mandatory training model, sales people are at the top – they aresimpler with better results. When someone and education in the skills needed for every the ones who put everything into the funnel;is promoted from a sales position to a job function for every employee. Training managers are in the middle, controlling whatmanager position, the individual is already programs cannot be selective for several passes through to the bottom, and dealersfamiliar with the structure; he/she know the reasons: are at the bottom reaping the rewards of away the dealership does business and the 1. Training and education builds an well-structured environment that followsprocesses used; he/she know the values of understanding that part of each person’s effective business processes. In this model,the organization, what the dealership stands job is to nurture and develop people employees are viewed as an asset, andfor and everything else about the way the below them. worth investing in to perform at their best.dealership does business. When promoted 2. Training and education gives every Training and education, career paths andfrom within, the new manager is ready to employee the same opportunity to longevity programs are seen as investmentstake the next step in established structure, embrace new skills and apply them on with the potential for high returns – profitsusing familiar processes, to continue to drive an even playing field. and growth. Using this model, dealersgrowth and performance. 3. A star performer may emerge only can create an environment that makes after training and tools for success are them “people rich,” and that leads to happyOffer A Career Path To Every Employee provided. employees with high financial returns.Delineating a career path is the first step in 4. A “superstar” in his/her current rolebuilding longevity. Every employee should may not have the mindset or ability tostart as a Greeter. From there, they can embrace the skills needed to advance,move to sales, F&I, sales manager, general a fact that becomes clear throughsales manager, and so on. A career path not training. Richard F. Libin is president of Automotiveonly clearly demonstrates the opportunities Profit Builders, Inc. He can be contactedemployees have with the dealership, but also Training and education programs don’t at 866.450.6853, or by e-mail atcreates a team environment where everyone have to be complex, but be comprehensive 22