View this month’s and previous issues online at www.autosuccess.biz                                                       ...
Tuesday, 12:35pm          When your credit union’s out of reach,           Chrysler Financial’s on hand.      With Chrysle...
I N S I D E 8           Avoid America’s Favorite Pastime                                                                  ...
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sts       ms       ls      fis      lr                                                                                     ...
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sts          ms   ls     fis       lr                                                                                      ...
sts      ms        ls      fis      lr                                                                                     ...
sts      ms        ls      fis      lr                                                                                     ...
fs       feature solution                                                                                                 ...
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sts       ms        ls      fis      lr                                                                                    ...
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sts       ms        ls     fis       lr                                                                                    ...
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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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AutoSuccess Dec04

  1. 1. View this month’s and previous issues online at www.autosuccess.biz .biz Automotive Consulting Company Selecting a Reliable Direct Mail Provider That Produces Results Tony Cantrell Start 2005 Off Strong It’s Working Around the Country Direct Mail Delivers Results See What Proven Direct Mail Promotions Have Done For... Landmark Chevrolet - Houston, TX Bill Heard Chevrolet Dealerships - Nationwide Champion Toyota - Austin, TX Gurley Leep Automotive Group Planet Ford - Houston, TX PLUS!December 2004 Selling Appointments, Not Cars756 South 1st StreetSuite 202 PRSRT STD US POSTAGE The Seven Golden Nuggets for Handling Objections &Louisville, KY 40202 PAID LOUISVILLE KY PERMIT NO 879 Selecting the Right Car 100 Percent of the Time Get Rich Your Own Waya division of Systems Marketing, Inc. www.autosuccess.biz
  2. 2. Tuesday, 12:35pm When your credit union’s out of reach, Chrysler Financial’s on hand. With Chrysler Financial, what you get is a partnership. One that’s focused on loyalty and includes consistent, flexible service aimed at driving your customers back to your dealership. To learn more about our commitment to customer retention and sales, call your Dealer Relations Manager. Forty years of finance. Forty years of loyalty. F i n a n c i n g yo u r i nve s t m e n t . A member of the DaimlerChrysler Services Group
  3. 3. I N S I D E 8 Avoid America’s Favorite Pastime Zig Ziglar 9 Customer Retention Kirk Manzo10 The MagniÞcent Game of Skill Michael York12 Proven Ways to be Unique and Innovative in Today’s Market Chris Hanson13 The Seven Golden Nuggets for Handling Objections & Selecting the Right Car 100 Percent of the Time Kyle Miller14 Understand your Sales People, Before You Start to Train Them Carol Martin16 Selecting a Reliable Direct Mail Provider That Produces Results Tony Cantrell18 Selling Appointments, Not Cars Anthony Hall20 Getting Rich Your Own Way Brian Tracy21 How to Measure e-Newsletter Results David A. Fish22 Character Counts Sean WolÞngton23 Packing GAP: A Big Risk for an Easy Sell Tony Dupaquier24 America’s Oldest Transportation Company The History of W. Hare & Son, Inc. Patrick Luck26 Make Every Conversation a Sales Call Peter deLisser Psalms 145: 17 - 21 The Lord is just in all his ways, and kind in all his doings. Success Driven Solutions The Lord is near to all who call upon him, to all who call upon him in truth. He fulfils the desire of all who fear him, he also hears their cry, and saves756 South 1st Street, Suite 202 Louisville, Kentucky 40202 them. ! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 The Lord preserves all who love him;Patrick Luck, Editor & Publisher Courtney Hill• pluck01@autosuccess.biz Sales-improvement Strategist but all the wicked he will destroy • chill04@autosuccess.biz My mouth will speak the praise of the Lord,Susan Goodman, Vice President and let all flesh bless his holy name• sgoodman02@autosuccess.biz for ever and ever.Thomas Williams, Creative Director• twilliams03@autosuccess.bizAutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 orinfo@autosuccess.biz.Subscriptionrateis$75peryear.AutoSuccesswelcomesunsolicitededitorialsandgraphics(notresponsiblefortheirreturn).Allsubmittededitorialsandgraphicsaresubjecttoeditingforgrammar,content,andpagelength.AutoSuccessprovides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those ofAutoSuccess and by no means reflect any guarantees.Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccessmay occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA.Postmaster: Send address changes to AutoSuccess Magazine, 756 South First Street, Suite 202, Louisville, Kentucky 40202.
  4. 4. Our consultants will help your dealership achieve: • Industry Leading Gross Profits • Sustainable Sales Process • Maximum, Compliant F&I PVR • Professional Management Systems • Power Negotiation Techniques • Professional Sales Skills • Accountability and Objective Tracking Give Ziegler and his team a call! 800-726-0510You want warm and fuzzy? We got your warm and fuzzy right here. Ziegler Supersystems • www.ZieglerSuperSystems.com • 800-726-0510 Call today to speak to a Ziegler Representative In-Store Consulting - Management Seminars - Video Sales Training - Support Products
  5. 5. profit solution ADVERTISEMENT scott Scott Joseph By joseph Amazing marketing “tool” helps Dealers and General Managers who use direct mail increase their net profits 30% to 100%! Are your direct gives you huge marketing advantages But J&L can, and J&L does. Our statistics mail promotions over all your competitors. tell us that for the last 3.5 million pieces producing of mail delivered, the Response Analysis consistent and Now, you’ve heard the cliché… has helped our dealer clients sell an improving Information is what? Right. Information average of 33 cars for every 10,000results or are they falling short of your is power. If you could look back upon pieces of mail delivered!expectations and declining with each the history of thousands of promotions,promotion? Most dealers who use direct examine the mailing lists, read over the The Response Analysis is the mostmail are still searching for the elusive direct mail letters, track what worked, powerful marketing tool in automotivecombination that produced record- what didn’t, who bought, who didn’t, advertising today. Find out whybreaking results like their Þrst direct mail and why… would this be powerful J&L’s dealership response ratespromotion. information to you? have increased 72% in the last two years. This combined with unequaledThe number one objection we hear when The reality is every direct mail promotion professionalism and customer support isprospecting for new dealer clients is that produces both good and bad results. The why 94% of all J&L customers continuedirect mail doesn’t work anymore. When problem is being able to easily recognize their relationship with us for years.we ask why most dealers say, “My market which is which. That problem is solved!is saturated” or “It only attracts gift Now you can have all the information Just ask them for yourself. Rick Hillmanseekers” or “The people who respond are you need to ensure success at the touch of from Hollingsworth Mazda says, “J&Lnot buyers.” a button. Marketing’s direct mail program is the most cost-efÞcient form of advertisingI agree with all these reasons because Imagine being able to know immediately that I have seen in the thirty years thatif a direct mail promotion is not well which market areas produce results I’ve been in the car business.”thought out from start to Þnish it will not that exceed your expectations and morework. This brings up a question! And the importantly which ones to avoid. Simply Pat Fogerty from Classic Toyota says,question is… asking the computer… “How do we “We have used J&L Marketing for years generate more trafÞc and sell more cars?” because of their continual support andHow can you eliminate all the elements J&L’s proprietary Response Analysis excellent results. This is an invaluableof a promotion that do not give you the System directs us toward those activities service.”return on investment you need and at the that bring success, and away from thosesame time improve on the aspects that that don’t. We reÞne the offers, prices, Billy Gordon from Patrick Chevroletproduce exactly what you want? That’s strategies, locations, and even the days of says, “We have been running with J&Lthe real question isn’t it? If you could the week that bring the highest return. Marketing for four years, and we caninvest advertising dollars only where attribute more sales to them than anyyou see great results and eliminate what Our analysis allows us to produce ever- other form of advertising. J&L is the mostdoesn’t work, how many more cars could increasing levels of success. Since the professional company I’ve worked withyou sell? How much money would you market is a lot smarter than we are, since I began in the car business 18 years ago.”make? we don’t go by hunches, opinions, or gut feelings about how to improve You too can start experiencingI’ve invested a small fortune to develop performance. We rely solely on the consistent results from the mostthe marketing “tool” that will provide numbers to tell us “where to from here.” professional marketing companyyou the information that is necessary right now by contacting my ofÞce atto produce the results you really want How can anyone make recommendations 866.856.6782 and asking for Lisa Wilson.and could quite possibly increase your to you without the validation of facts, Or e-mail her at: lwilson@jandlmarketsales with each promotion from this day statistics and numbers? How can anyone ing.com. As soon as you contact us weforward. J&L Marketing is the only Þrm implement a growth strategy based will begin to create a growth strategywith this unique capability. It allows us on hunches and guesses, rather than unique to your organization, producingto research and analyze your promotions this powerful analysis program? It’s more proÞt, more volume, and morefrom over 100 different perspectives and obvious…they can’t. satisÞed customers. www.jandlmarketing.com
  6. 6. sts ms ls fis lr ZigZiglar sales and training solution Avoid America’s Favorite Pastime What is America’s them to schools and to seminars and to world. We all need to avoid the pastime of favorite pastime? educate them. Once they are better, we will transference of blame. get better. Once they are great, our lives Some people would will be great. No, I don’t think so. If it is to be it is up to me. have you think it is Zig Ziglar is the Chairman of the Board of baseball. Afterall, it You know that it doesn’t work that way. We ZiglarTraining Systems in Dallas, TX. Heis called the “National Pastime.” True, a must stop blaming others. We must stand can be contacted at 866.873.0026, or bylot of people attend all types of baseball on our own and make our own way in this email at zziglar@autosuccess.biz.games…from little league to major leaguegames. Some people think baseball is a bitslow. Someone once said that baseball is 15minutes of action packed into three hours!Some people believe golf is the nationalpastime. It certainly has continued to gainpopularity and participants over the years.I am proud to say that recently I shot my DEALERS MUST BEage on the golf course. That’s not tooimpressive until you realize that it onlytook me 14 holes to do. ON TELEVISION! We are See why over 100 dealers nationwide have responsible for our success and INCREASED SALES MORE THAN 30% IN our mistakes. LESS THAN 90 DAYS WITH TELEVISION!There is another pastime that Americans are We produce nearly 4,000 commercialscrazy about. And, sales people have it downto a science. Despite its popularity, this a year from our studios. We give youpastime should be avoided at all times. unlimited, high quality television campaigns and promotions FREE. With computerizedIt is called “transference of blame.” It is media buying technology, we buy television aseasy to blame others for our condition, ourproblems, our state in life. We do it all the much as 30%-40% more effectively than anytime: media buyer in the nation and give you “Boss, it’s not my fault the customer UNLIMITED TV CAMPAIGNS didn’t buy. I showed up at 1:45 … for AND PROMOTIONS! the 1:30 appointment.” Call for a FREE demo tape and information.Of course it’s not our fault that we do this.The blame goes to Adam and Eve. Theystarted it all. God asked Adam if he’d eatenthe fruit. Adam said, “Lord, let me tell you Larry John Wright, Inc.about that woman you gave me.” Eve said itwas the serpent’s fault … and we all know Automotive Advertisingthat the snake didn’t have a leg to stand on. “America’s Premier Automotive Advertising Agency”We are responsible for our thoughts andour actions. We are responsible for ourhits and our misses. We are responsible forour success and our mistakes. If others areresponsible for our success, then we needto invest in those people. We need to send 1-800-821-5068 8 subscribe today at www.autosuccess.biz
  7. 7. sts ms ls fis lr KirkManzo sales and training solution Customer Retention How do your sales but not exclusive. Buys from the people stay in touch competition as well as from you. with their previously sold customers? Non-Participating: Made a singular purchase. That’s it. No repeat If they are like many business nor any referrals.sales people, their follow-up is suspect.At best, sales people have an erratic Once the customer base has beenand inconsistent approach. Consider a reclassified into the above categories, salesdifferent way of looking at previously sold people should start to re-contact the highestcustomers. category, Relationship Customers first. The intent should be to speak via telephoneIf you needed to purchase additional life with these customers three to four timesinsurance, have your taxes done, or get your annually.suit cleaned and pressed, I would imagineyou don’t go running around looking for In order to accomplish this let’s do somea new insurance agent, accountant, or dry quick math to determine what it will take tocleaner. We all have people who cut our accomplish this task.lawns, clean our homes and offices, andprovide services for us on a regular basis. Let’s use an average sales person that hasYou don’t think about who will handle these worked at the dealership for five years.needs for us, we call our guy/gal, and he/shetakes care of it. 10-12 units per month would mean approximately 500-600 customers.Previously sold customers need to think oftheir sales person as “their guy or gal” who 500 customers times fourtakes care of helping them with purchasing conversations equals 2000a new car. In order to elevate your sales conversations annually.people to that status with their customers,they must stay in contact with them on a Do you think in today’s busy society, a salesregular and consistent basis. Even with the person may need to call a previous customerbest of intentions for most customers, out of more than once to actually get them on thesight means out of mind. telephone and have a conversation? Would three to four times seem realistic? It should.Many of you remember Joe Gerrard for hisWorld Record Sales achievements. One Now we are talking about 6000-7000 callssimple principle he used to stay in contact per year. Monthly that would mean 500with his customers was to send them a card plus calls per month or approximately 25every month. December was a Holiday outbound calls every day (20 work days)card, January Happy New Year, March St. to have five to seven conversations per day.Patrick’s, etc and each card read inside I So ask yourself, how many of your salesLIKE YOU, a simple yet effective gesture. people are really staying in touch with theirHe would send out upwards of 13,000 cards previous customers?each month. Realize if you have 10 and 15 year veteransThe best way to begin a reconnection at your store the numbers are two to threecampaign for each sales person is to first times this example.classify all previously sold customers intoone of three categories. Relationship Customers: Exclusive, Kirk Manzo is the General Manager they call you first every time. at Ziegler Supersystems. He can be contacted at 800.610.9047, or by email at Participating Customers: Repeat kmanzo@autosuccess.biz.december 2004 9
  8. 8. sts ms ls fis lr MichaelYork sales and training solution The MagniÞcent Game of Skill It’s a numbers game. in a game, but makes home runs and big top performers. Whether it’s golf, or Ever hear that one? A hits out of a select number of pitches. It’s baseball, or selling. The skills, study, and delivery truck driver what he does with the quality of pitches, commitment to becoming one of the best or a car salesman, not just the quantity. So that blows up the and becoming known as a top performer. each could say the “just a numbers game” theory, right? Someone (maybe you) the team counts on, same thing. It’s all and has confidence in, to deliver.about the numbers. But in neither case We hear players called “students of thewould it be the truth. game.” And that gives us a big clue to Let this be an encouragement to each of becoming one of the best in any game. you. To keep going. And a congratulationsFact is, numbers are a part of every game. Thinking and studying with a purpose, to many of you. For raising the bar on yourIt’s how we keep score. It’s how we count and a focus on becoming better at your expectations. For raising the level of yourthe score and what we get credit for when position. Improving in your position, and commitment. For raising the level of yourwe score, in most any game. how you contribute to the team. In his performance and your production. And book “Good to Great”, Jim Collins calls it, for raising your status in the eyes of yourBut in the profession of selling. It’s so much “What you can do potentially better than managers and your teammates and yourmore than just a numbers game. Most would anyone else.” customers.have you think it’s all about the numbers.See more and be more and make more. How do you individually feel about your Big is available. Not everyone can be TigerRemember, our goal is not just the common position? Good or great? Woods or Barry Bonds. But anyone canand ordinary, but thinking differently and How do you feel about the kind of become a student of the game and raiseuncommon execution. contribution you make to the team? Is it your personal level of performance. your best effort? Your best performance?If that were true then we could go out back Are you a student of the game? A student It’s not just a “numbers game” but therewith 10,000 balls and in a few days you’d of the opponents you’ll face this week are numbers that get us excited. Trends,be Tiger Woods or Barry Bonds. We both and how you can best win? Are you a indicators, movement, improvement,know how ridiculous it is to think that competitor? Or are you just relying on percentages…they all tell a story. Thesimply hitting more balls makes you a numbers or experience to get you through excitement of a story builds, when thebetter hitter. the next at bat? How do your customers numbers show momentum, an “above feel about your performance? average” performance against the industry While many would And then, there’s the law of averages. The and against the competition and yes, even against ourselves. have us be judged on numbers game, part two. “results”, we Þrst have While many would have us be judged on to look for evidence. The Law of Averages says that for any results, we first have to look for evidence. Before radical results “average” calculated there must be both Before radical results can occur, there must a low number or under-performance, and be a trend of evidence. can occur, there must a higher number. Above the average, be a trend of evidence. over and above typical or predictable That good things are happening, that achievement.Which one are you? performances are improving, thatAnd it’s just as ridiculous to think that individuals are responding, and the numbersmaking more calls makes you a better Chances are you’re both. Every performer are changing…for the better.selling professional. Whether it’s 10,000 has highs and lows. Every home run hitterballs or 10,000 calls the real improvement strikes out. Every winning QB throws Ask the question to each individual on youris in the individual and their performance. touchdowns and incompletions and team,“How’s the becoming going?” As we interceptions. But not every player can be head into a brand new year…Take someThat’s the you equation. Sure the numbers counted on to come through with the big time to review what you are doing, andmake up a big part of that equation, but hit or the big TD in the clutch.What’s your how you’re doing it. Ask yourself, “Whatnot in the way most people think. The reputation? Is there a confidence, spoken or have I learned and how am I applying it?”performance is not just in the numbers unspoken, throughout the team that when Schedule some time with your manager(s)but in the how. In the approach you take to you step up… “Hey, it’s Barry…we’re to talk about what you could be doingbecoming better as a performer. gonna get this one.” to improve your performance, and your reputation as a performer.The marketplaceHow did Barry Bonds become a world- Or does the team hang their head knowing will notice and pay you well for it. OK…class, Hall-of-Fame hitter? that the “law of averages” is not in their you’re up!Just by taking lots of batting practice, favor if winning rests on your shoulders?day after day? So did the rest of his If it’s the end of the month, and we need Michael York is an Author andteammates…and the rest of the league… someone to come through, is it going to Professional Speaker. He can beand lots of players who didn’t make it into be you? contacted at 800.668.5015, or by emailthe league. So that can’t be the answer. In at myork@autosuccess.biz, or visitfact, Barry actually gets less chances to hit The magnificent games of skill need www.MichaelYork.com. 10 visit us online at www.autosuccess.biz
  9. 9. Subscriptions for $1a Day!NIADA Member subscription rate only $368 year. Nonmember subscription rate only $468 year.Endless hours of education for franchise and independent dealers, sales people, auction executives and vendors. Sample ProgrammingEDUCATIONAL PROGRAMMING M “Your Dealership Service Contract Program: Keeping it a Profit Center”M “How To Sell A Car And Keep It Sold Part 1 - Noncompliant Paperwork: M “Proper Use of Starter Interrupt Devices in a Motor Vehicle Transaction” The Greatest Area of Legal Exposure in a Dealership” M “Warranty Issues in a Motor Vehicle Transaction: Back to the Basics”M “How To Sell A Car And Keep It Sold Part 2 - Commencing the Customer Relationship” SPECIAL FEATURESM “IRS Bank Secrecy Act and Form 8300” M 2004 NIADA Leadership AwardsM “Vehicle Remarketing: Auctions and the Dealer” M 2004 NIADA Quality Dealer AwardsM Preview “How To Break A Car Deal” M Legal, Legislative, Regulatory Affairs ForumM “Standardized Dealer Accounting Part 1 - Standardized M Being Uncommon Accounting and the Financial Statement” M Discover From WithinM “Information Technologies and the Auto Dealer” M Manheim Drive CenterM “The Garage Liability Insurance Crisis” M National Remarketing ConferenceM “How To Attract Lenders To Your Dealership”M “Incoming Call Part 1 - Putting More Fun Back Into NEWS Your Business (What the Receptionist Should Be Saying)” M “Driving Business” (Monthly Industry News With Michael York) Featuring Brad Todd the President of AFC (Automotive Finance Group)M “How to Best Serve the Hispanic Customer” M “Legal, Legislative, Regulatory Review” (Monthly Review with KeithM “Complying With The FTC Used Car Rule” Whann)M “How to Establish and Operate a Related Finance Company” M “The Power of Association” (Monthly Association News Update withM “Steps to a Motor Vehicle Sale: A Review of the Forms Michael Linn) Involved in a Motor Vehicle Transaction” M “Fuel For Thought” (Monthly Dealer Operations Insight with D.J. Harrington)M Certified Master Dealer (CMD) Program PreviewM How To Break A Car Deal (Q & A Session) INDUSTRY SPOTLIGHT M ADESA Vehicle Donation CeremonyM “How To Sell A Car And Keep It Sold Part 3 - The Customer’s Test Drive” M 2004 Expo Vendor HighlightsM “How To Sell A Car And Keep It Sold Part 4 - Privacy, The Patriot Act and Your Dealership” M 2004 NIADA Convention Highlights: Behind the ScenesM “How To Sell A Car And Keep It Sold Part 5 - The FTC Used Car Rule M NIADA At The Columbus Fair Auto Auction (Buyers Guide) and Related Warranty Issues” M 2004 NABD HighlightsM “Incoming Call Part 2 - Watch Which Ear and Words You Use” M Dealer Education OpportunitiesM “Standardized Dealer Accounting Part 2 - Internal Controls in M The Car Counselor (with Keith Whann) the Dealership” For advertising opportunities, contact NIADA at 800.682.3837.
  10. 10. sts ms ls fis lr ChrisHanson marketing solution Proven Ways to be Unique and Innovative in Today’s Market I’d like to share a I’m sorry. I didn’t introduce myself. My and ask them to stop back in and just by few tips and ideas name is Chris.” (if you need to, be ready to doing so, I have a special gift for them. In I’ve learned that have say) “and yours”? By introducing yourself conjunction with my be-back CD, I have a helped me advance after the greeting they will better remember very specific step by step follow up process my career. These are your name and you will remember their’s. as well. Very new and innovative. things I do everyday and most importantly, they work. I have ProÞling Does it work? Of all the people that have one goal I’m trying to achieve with every The next step is the most important. At this returned so far, only one did not purchase customer: what is the best vehicle for them point I look at their current vehicle and a car! Can I keep that up forever? No, that will fit their needs, budget and wants. find out what they did last time. “What do probably not, but I know one thing: It It’s like a puzzle. If I take my time and you like most about your current vehicle?” works! listen to them I gather very small pieces “What do you like least?” “Why are you that will help me piece together the puzzle. looking to trade your vehicle in?” “What Branding Yourself Some of them are very hard to find so I need is your current payment?” Can you start I have branded myself “The Car Guy to take my time and listen carefully. I want to see the valuable information you can – You’ve Got a Friend in the Business”. I a complete puzzle, a completely satisfied gain from these questions? Read them over have a caricature of me driving a car that customer. again and think about what information you I have on my business cards, website, will get from the answers. (I have a long list magnet business cards, thank you cards and The Greeting of questions I need answered to complete my newsletter Chris’s Car News which I The greeting is what sets the stage. “Hi the puzzle that I can send you if you e-mail send out quarterly. folks, are you out beginning to look and me.) shop around today? (yes we are) Perfect, we Personal Website have a great selection of new and used cars, Be-back CD My website has info about me, lots of trucks and vans. I’d be happy to show you Not everybody buys the first time they’re in powerful letters customers have sent me, whatever we have. I can point you toward so what do I do then? Pull out my “be-back car research, special of the week, past what we have on sale today. Would that be CD”. My be-back CD is an audio CD that’s newsletters, weekly newspaper ad, car o.k. with you? (yes, we would like to look under 10 minutes long, it starts out with a links, my work schedule and of course a at those) Are you looking for something customer of mine giving a testimonial. I link to the dealership where I work. The bigger or smaller than what your driving then thank the customer for coming in and purpose of my website is not to sell cars, now? (bigger, we have a new baby on the have my wife read excerpts from letters it’s a contact point. The Car Guy - Chris way) Fantastic, I can help you with that. customers have sent me between me talking Hanson. It’s also to provide information for What kind of car are you driving now? (a about our great service, concerns they might the customer and it backs up my claims and Dodge Intrepid and we need to get a van) As have, their budget, and my commitment to what I have told the customer. we are walking toward their vehicle I say: them. I close with promoting my website Personal Newsletter Chris’s Car News is sent out quarterly to my customers and once again I’m not trying to sell cars. It’s another contact point. The CarNADAAUTOSUCCESS Guy - Chris Hanson. I write an editorial of sorts, a new model review, new customers, quarterly quiz and free dinner give away and a story. I know that is a quick run through and there are so many more details in each process I told you about. If you would like complete information on anything I wrote about or would like more details on all of it, please e-mail me. Chris Hanson, with Hibbing Chrysler, can be contacted at 800.901.2862, or by email Visit AutoSuccess at NADA Booth #6055 at chanson@autosuccess.biz. 12 www.autosuccess.biz
  11. 11. sts ms ls fis lr KyleMiller sales and training solution The Seven Golden Nuggets for Handling Objections & Selecting the Right Car 100 Percent of the Time It does not matter At our dealership we grew tired of seeing ready for battle attitude. if you live in a blue the customer come in so defensive and the state, red state, green sales person act so nervous. We commited Golden Nugget #2: BeneÞt state or purple state. to refining our sales and coaching process, By using the “No Problem” the sales It does not matter if build the skills our sales staff needed to person can regain control of the situation you sell Kia, Ford sell more cars and create the tightest run and steer the customer back on track. Theor Mercedes. When the modern consumer most non-confrontational sales floor in the sales person can begin to uncover thesteps into your showroom two things are world. We are able to accomplish this all customer’s true wants and needs so theycertain: One, they would rather be sitting with just Seven Golden Nuggets! can select the right vehicle to match thosein the dentist chair than dealing with a car wants and needs exactly. Regaining controlsales man and two, under no circumstance Golden Nugget #1: No Problem! requires more information. To get moreare they buying a car today, period. If I recently saw a book titled “386 Secrets information from the customer, we needyou’ve been selling cars for one year or to Overcoming Sales Resistance.” I don’t to provide a benefit. The good news is thattwenty, I am sure you have heard every know about your staff but my guys just the customer actually provides us with thatobjection known to man: aren’t that smart (even 10 is pushing it). We benefit any time they throw us an objection.“I just want your best price, (so I can go learned that with the first Golden Nugget To respond with a benefit to the objectionsvisit three of your competitors)” they could handle every conceivable listed previously, we simply lead in with“I really don’t have much time, (even objection. When a customer throws a “So that I can …” and restate the customersthough I drove 20 miles to get here on my potentially disruptive and distracting request. For example:day off).” comment/objection at you, the last thing“We’re just looking for some information, they expect to hear is, “No problem …” “So that I can give you our best price(even though I know more about this car We have found that responding with “No …”than you will ever know)” problem …” and a genuine desire to resolve “So that I can save you some time …”Fill in your own objection: ____ the issue compels the customer to drop their “So that I can get you all the information you are looking for …” Golden Nugget #3: Request Our Dealers JW96HRSS sold 45% of our used “No problem” creates a climate where are having customers want to communicate with us; car inventory in providing a benefit gives them a logical one weekend. reason for agreeing to your request, which $100,000+ - MD GM Dealer is simply this: With JW96HRSS “May I ask you a few quick Weekends we buy the right cars and they sell questions?” “Follow me.” them at $3833 “Please have a seat.” How was your weekend? per copy. - FL Dealer Golden Nugget #4: Guest Survey Ask about our $100,000 Now that you’ve disarmed the customer, “Guaranteed” weekend! I used JW96HRSS slowed them down, regained control and 6 years ago, and have them seated in front of you, you they are still the better have a plan. We recently threw away Eliminate half of your used-car best today! our ugly yellow worksheets and created inventory in just one weekend. a colorful, informative sheet called the - NJ Dealer Guest Survey. The Guest Survey provides Jeff Weaver’s Offsite Events: our sales staff with an easy to use, non- 96 Hour Super Sale Inc. Race Tracks confrontational method of gathering all the information needed to uncover the Sports Stadiums customer’s true wants and needs. Some of Shopping Malls the questions we like are: Call Today to Performance “Are you adding a vehicle or replacing reserve your next Compensated your vehicle? Would you like an sales event! Lowest estimate?” Commission “What do you love about your current 800.723.2608 BEST RESULTS! vehicle? What are some things you’d continued on page 28december 2004 13
  12. 12. sts ms ls fis lr CarolMartin leadership solution Understand Your Sales People, Before You Start to Train Them When managing a to your well-honed presentation on the seeming pushy when a prospect seems team of sales people, latest industry trends; with this in mind, try uninterested. it’s important to know to employ a more creative approach when them well enough discussing serious, fact based sales topics. If Hiring the wrong person for the job can be to understand what you’re speaking one language, and they’re a painful and expensive mistake. drives them, what hearing another, your goal of bringing outinspires them. The same things that motivate their best will always be just that – a goal. Will the new hires take on a consultativeyou may do little for them, especially if your sales approach or a persuasive one?personalities are on the opposite sides of the Gregarious personalities need to be How do you know whether your traineescommunication spectrum. You might be a entertained while you train them. They respond to bells and whistles or facts andpassionate cheerleader, but if your trainees typically find straightforward lectures objectivity? The answer to these questionsseem unmoved by your excitement, you’re boring and like learning sessions that lies in knowing more about whom yousimply expending a lot of unnecessary involve two-way interaction, perhaps are hiring before you show them to theirenergy and wasting precious time. some role-playing or the chance to earn desk. Interviews may give you a clue, but impressive rewards or prizes. They can remember that many people can and willReserved types respond best to facts and usually sell emotionally based products to project the image they think you want, orfigures. They tend to take on a consultative almost anyone. say the things you like to hear, just to landapproach when selling and feel comfortable the job.with a no-nonsense training approach. Before attempting to connect with any ofThey almost always disregard anything your hires and mold them into successful Fortunately, there are several hiringflamboyant and may wince at the mere sales people you must be certain they have tools available that can tell more aboutthought of playing team-building games. all of the necessary equipment – copious your potential new team members. OneThey can sell technical products or amounts of drive, determination and of these is a written personality-basedintangibles and usually relate best to sedate, ambition. Make sure the smooth-talker in evaluation that underlines strengths, flagsbottom-line oriented prospects. your class is also assertive and competitive. weaknesses, and provides management Be on the lookout for faux sales types advice. Assessments of this kind can alsoOf course, you may have the opposite – those who talk a bigger game than they help restore cohesiveness within the saleschallenge. You might be the one who is can actually play. An outgoing personality department.rather reserved and pragmatic while your might be a plus in sales, but charm alone issales students seem annoyingly loud, garish seldom enough to consistently close deals. When developing a sales staff many otherand outspoken. These very sociable beings Someone preoccupied with his or her own factors come into play, including the pacemay be less than enthusiastic when listening self-image may back away quickly to avoid and sensitivity of the trainee. Someone who tends to be unhurried will become flustered if required to rush, while a very time-driven person may dislike working through long sales cycles. Thin-skinned business people often become deterred when their ideas or sales pitches are rebuffed, but those who are very resilient can sometimes disregard constructive criticism and be challenging to manage. Remember that your trainees’ unique traits can bring about both positive and negative effects that should be considered when coaching. Being a successful trainer requires teaching effectively and bringing out the best in your new hires, because you need to know what motivates them and what stops them cold. Once you learn to use these triggers to your advantage, you can save time and money. You may realize that it wasn’t really them after all -- it was the old process, that didn’t work out. Carol Martin is a Senior Consultant with The Omnia Group. She can be contacted at 800.601.3216, or by email at cmartin@autosuccess.biz. 14 subscribe today at www.autosuccess.biz
  13. 13. fs feature solution TonyCantrell Selecting a Reliable Direct Mail Provider That Produces ResultsWhat if you had the ability to know exactly Once you are certain that the database from with the manufacture logo on the returnwhich consumers are in the market for your which you are pulling your list is current, address portion or white #10 envelopesproduct and spend your time targeting only you need to decide whom you want to target and a live stamp to look more personal.them? Your dealership would never waste for your campaign. Determine if you are Both are offered with or without a window.time and money with consumers who targeting consumers with particular credit Envelopes alone have many options, whicharen’t interested or don’t have the ability scores or demographics such as income, can be tailored to fit your selected pieceto purchase your product. Direct mail can age, or family status. Depending on the type perfectly. Depending on what type ofgive you an edge over your competition of vehicles your dealership sells, you may promotion you are planning to do, you maybecause you can be certain you are targeting want to pull Beacon scores from Equifax. need a simple letter rather than some flashythe right consumer, at the right time. A For instance, if you are selling “affordable” four-color mail piece. Once again, there aredynamic direct mail campaign is completely vehicles you should target single income numerous options when creating your mailmeasurable and that gives you the ability to families, and if you are selling vans or piece. First, select what size you want frommake improvements each time. sport utility vehicles, consider targeting 6 inch x 9 inch post card or 81/2 inch x 11 large families. Technology is available that inch to an 81/2 inch x 14 inch or 11 inchSome direct mail companies specialize in the will lead you to consumers that already x 17 inch trifold. Next, make sure that theautomotive industry, which can be a benefit own the same type of vehicle and could date of the sales promotion is stated clearlysince these companies are knowledgeable possibly be in the market for another one. along with the rest of the information suchabout your industry. It is necessary to make Another option is to target consumers who as the address and phone number. Yoursure you are using accurate and up-to-date are presently in a lease or loan with only a selected direct mail provider will be abledata. Situations change within households few months remaining. Many times when to advise on which piece will work best.and therefore data changes. Every month you remind the consumer that their lease or A unique mail piece can help keep theirpeople throughout the United States are loan is almost up, you will get their business attention. Remember that if you follow thegetting married, divorced, moving and when they trade their current vehicle in. The guidelines laid-out by your manufacture youso on. Those factors, along with trade right message and creativity follow. could be eligible to receive full to partialcycles, can cause a dealership’s database reimbursement through Co-Op. Ask yourto become outdated within a short period Every detail counts. Envelopes are direct mail provider for proven pieces.of time. There is technology and resources important because they must compel theavailable to electronically keep up with customer to open it. The mail piece should A good direct mail company will providethese changes. An accurate list is the starting grab your consumers’ attention immediately your dealership with quality direct mail pluspoint to a successful campaign. Be sure to and clearly convey the offer and time of gifts/premiums and insurance for potentialask your current direct mail provider how your promotion. Some options you have prizewinners. Any additional incentivesthey manage the list they are providing you. with envelopes are brown craft envelopes offered will increase the potential for a 16 www.autosuccess.biz
  14. 14. bigger response. Some gifts/premiums that Other aspects to adding excitement to theare small and have high-perceived value atmosphere are putting balloons on the lot, Just Ask Theare: Toy Shopping Certificates, InternetShopping Sprees, Vacations, Cruises, offering food/refreshments and some sort of entertainment for the kids such as a moon Followingetc. Go beyond just offering free lunch walk or face painting. Dealershipson Saturdays and offer something the About Provenconsumer will attach value to. Keep inmind that gifts will increase traffic across Once you have all of the details of your campaign settled you need to determine a Direct Mailyour show room floor but some people will way to check the results. It is necessary to Promotions:only be there to receive their prize. While all keep track of each and every person whopeople responding to your mail piece may responds to your direct mail promotion so Champion Toyota Austin, TXnot currently be in the market for a new car, that you can monitor all aspects of your Kevin Huppyour sales personnel still has the opportunity campaign. From this you can learn your 512.440.4500to find out when they will be in the market response rate and determine what can beand make a good impression. altered in future promotions to increase it. Bill Heard Chevrolet NationwideOnce you have determined all the aspects Remember these key things: Mike Bachesof your direct mail piece and promotion, • A properly planned and executed 281.491.9000get your entire staff involved. Getting your direct mail campaign will generateemployees energized about the promotional targeted qualified leads to produce Landmark Chevrolet Houston, TXcampaign will create an exciting instant and future business. Roger Teagueatmosphere that even your customers will • Always ask for a list of references 281.820.8100feel. Everyone should have a part in the from the company and contact somepromotion from the receptionist to the (references) randomly to verify how Gurley Leep Automotive Groupsales people. Receptionists should make they feel about them. Mishawaka, INeveryone aware of the upcoming promotion • Monitor your results so that you can Dennis Careywhen they answer phone calls. Designate a determine if it was profitable for your 574.272.0990few sales people to call upon the manifest dealership and what can be improved inprovided and schedule appointments during future promotions. Planet Fordthe sale. Your results will be higher if you Spring, TX Tony Cantrell is the President and CEO of Automotive Consulting Co. He can be Ron Ewercontact your target consumers through both contacted at 800.901.2859, or by email at 281.719.3700the direct mail invitation and phone calls. tcantrell@autosuccess.biz.december 2004 17
  15. 15. sts ms ls fis lr AnthonyHall sales and training solution Selling Appointments, Not Cars We would all like to be used with every incoming sales inquiry “Great news. We have that exact vehicle. improve our closing coming into the dealership through the When would you be available to come ratios on a day-to-day phone. Before you put the phone guide in? Today or tomorrow? (Use the funnel basis. The better the together there are some simple things you technique). Morning, afternoon, or evening? closing ratio is, the do and other things you don’t: Between what time”? better the unit salesnumbers will be. The better the gross profit Do: Or, if you don’t have the exact vehicle, useis, the better your income will be. To do this, • Use proper verbage that will this guide:we have to change how we handle incoming eliminate misunderstandings. iephone calls. availability not inventory. “Great news, we have a pretty nice match or • Always use enthusiasm. two. When would be a good time for you toThe phone is one of our best selling tools • Be prepared. come by?” (Use Funnel down technique).we have in our dealerships, however, we • Get name and two phone numbers.as sales people are misusing it. We try to Repeat the time and day back to the customersell cars over the phone first and then the Don’t: and say, “If you’re running a little late couldappointment. This is completely backwards • Lie or deceive. you give me a courtesy call? I’ll do the sameand very rarely does this work. I will • Answer the phone if you are if it happens on my end. By the way, if Iconcede that once in a blue moon we do preoccupied. can’t reach you at this number, what wouldeventually sell a customer with this process, • Give price or payments over the be the next best number to reach you?”but it does not mean this is an effective phone.selling method. It means you got lucky. We • Get too exact with color or options. Mr. Customer do you have a pen handy, I’llcan’t depend on luck. What we can depend wait… Once the customer responds withon is skill. Do: “yes” I have something to write with, tell • Set exact time for appointment. them to write down your name and two • Get customer to write down your phone numbers, your work and mobile Once the appointment name. number. Spell it out for them. Mr. Customer, has been set, make a • Take control. when you get to ABC Motors, please ask the • Create flexibility. receptionist to page me and I will be right copy of the customer there to assist you. information and have Example of a phone guide: your manager conÞrm Sales Person: Thank you for calling ABC Motors. This is John, how may I help you? Once the appointment has been set, make a copy of the customer information and have the appointment your manager confirm the appointment within a 15 minute Customer: Do you have any…make, within a 15 minute window. This alone will model? help increase the customer show ratio. window. This alone will help increase the Sales Person: Are you wanting a new In today’s competitive market, dealerships customer show ratio. or used vehicle? What options were you hoping for? (Get a minimum of five options. have two choices, either “grow or die.” Which choice would your dealership prefer? Always offer either/or). Example: Cloth or I think it is an easy decision.When sales people get into a price decision leather, automatic or manual, four wheelover the phone, the only hope in the sales drive or two wheel drive, CD, Cassette or This is one of many effective ways to handleperson’s mind is to give a price low enough both, etc. Lighter or darker shades? incoming sales calls. The key is to put ato entice a customer to come in. Even if the consistent process in place and to train thecustomer comes in, what have you got? You Sales Person: Repeat back all options at this procedure until it becomes habitual. Thenhave a low gross deal if any, or the customer point to verify correct information, which monitor the process for compliance. Thistakes your number and shops it around town. shows active listening. Then say: It’s going will assure at least three or four additionalPeople cannot get excited about price. to take five or 10 minutes for me to check sales per sales person per month. Make it our availability, no sense in you driving happen!How many true opportunities are lost daily out here needlessly. Are you calling fromin your dealership through the use of this home or work? The number there is? Andmethod? The following is one method that your first and last name is? “ I just got ancan work if used correctly. Teach your sales idea, can I put you on hold?” (Now put thepeople to sell appointments and not cars customer on hold for 20 seconds maximum)over the phone. Come back with excitement in your voice. Anthony Hall is a Training Consultant at Ziegler Supersystems. He can beStep 1. If you have the exact vehicle, use the contacted at 800.610.9047, or by email atPut together a script or call guide that will following guide: ahall@autosuccess.biz. 18 www.autosuccess.biz
  16. 16. $100,000 to $450,000+ $450,000.00 in 4 Days (3 w/ Snow & Rain)Gross ProÞt in 4 Days! 03/2004! Record Sale for Karl Malone Toyota, UT with PDS, Inc. Set 40 Year Record at Duea Motor Co. Albia, IAPREFERRED DEALER SERVICES, INC. $211,000+ in 4 Days.“THE MOST EFFECTIVE STAFFED SALES & TRAINING EVENT IN 40 YEARS” Mike Duea - Dealer, Duea Motor Co. IAWould you be interested in delivering 30 to 70+units in four days at $3200 - $4500+ per retail? $175,000.00 Gross ProÞt on Inventory We Would Have Lost $75,000.00+ at Auction! WeWould you like to turn aged inventory with no Look Forward to our Next Saleneed to wholesale for a loss? with a “Clean Inventory” Wade Nelson, Karl Malone Toyota, NMWould you like to consistently generate proÞtsexceeding $200,000 in four days? We have Successfully concluded our 2nd “AcquisitionWould you like to increase your proÞt per retail Sale” thanks in Large to Markby $300 to $500 per retail after we leave? & Ann Proctor, They are Excellent! They maximized proÞt on every deal and integrated well with our staff. Mark & Ann Proctor, Alex Edwards - GM, Varsity Nationally Recognized Ford Springhill, LA Dealers with 25+ Years Experience...#1 CSI/QCP PDS, Inc. Provides the Highest Quality Management Preferred Dealer Services Teams in the Automotive Founded on Trust Industry Today... The Nations Built on Integrity. Leader in Automotive Sales Promotions. “Anytime, Anywhere a Product or Service is Call today to reserve your Provided...Someone Will Offer next event, scheduling is limited! it for Less! As Always, You Get800.453.8217 What you Pay For and Pay for What You Get.” Anonymous.please visit our website for more details or to request a package.www.AcquisitionSale.com
  17. 17. sts ms ls fis lr BrianTracy sales and training solution Getting Rich Your Own Way If you are really worked hard; were promoted and paid can charge high fees for their services. serious about well; earned stock options, bonuses, and These people earn their degrees, dedicate becoming wealthy, profit sharing; and as a result of holding themselves to becoming very good at what there are five primary on to that money, became millionaires and they do, rise to the top of their professions, ways that fortunes are multimillionaires. earn high incomes, and then hold on to made. the money. Ten percent of self-made Paul Allen started Microsoft with Bill millionaires in the United States fall intoBecome an Entrepreneur Gates, sold out when he became ill, took this category.The number one road to riches, at the head much of his share of the company inof the list and on the top of the hit parade stock, and is now a multibillionaire. The Get into Salesthroughout U.S. history, is entrepreneurship, Seattle area is famous for having so many An important source of self-madestarting and building a successful business. “Microsoft millionaires,” people who millionaires is sales people and salesEntrepreneurship includes every kind of went to work for Microsoft in the 1970s consultants. Five percent of self-madebusiness, from farming and trucking to the and 1980s, sometimes as secretaries and millionaires in the United States are menautomotive and computer industries. programmers, received stock options, and and women who are experts and at the top became wealthy when they exercised them. of their fields in selling. They never startedSeventy-four percent of self-made Many senior executives receive bonuses their own businesses. Few of them wentmillionaires in the United States, going and profit sharing worth millions in a single to college or earned professional degrees.back 200 years, come from self-owned year. Working for a large company that Instead, they became very good at selling abusinesses. An individual starts with an grows, pays well, and shares its profits is a product or service, and were paid well foridea for a product or service, turns it into a major source of wealth. doing it. In addition, they managed theirbusiness, builds it up from the ground floor, money well, invested it intelligently, andand as a result becomes wealthy. Henry Many executives have stayed with their made it grow until they were millionairesFord, Andrew Carnegie, John Jacob Astor, corporations for many years; have risen to or better.Cornelius Vanderbilt, Ross Perot, Sam positions of seniority; are paid extremelyWalton, Bill Gates, Michael Dell, and Larry well; are given stock options, profit sharing, Fully 99 percent of self-made millionaires inEllison are all people who started with little and bonuses; and as a result of holding on America come from these four categories:or nothing and built their own successful to the money, they became millionaires.businesses. And there are millions of Not so long ago, Lee Iacocca, the chairman 1. Self-owned businesses 74others. of Chrysler Corporation, was paid $26.7 2. Senior executive positions 10 million for one year. Michael Eisner of 3. Doctors, lawyers, and otherWork Your Way Up Disney earned a $150 million bonus. professionals 10Another way to become rich is as a highly It’s not too hard to become a self-made 4. Sales people & sales consultants 5paid executive of a successful company, or millionaire if you’re making that kind of Total 99as an employee of a company that awards money in a year.stock options that become valuable. Ten All the Otherspercent of self-made millionaires in the Become a Professional The final one percent of self-madeUnited States are men or women who have A major source of self-made millionaires millionaires includes all the people whojoined large corporations, or companies consists of professional people; Doctors, have made their money in the stock market,that became large, and worked for these dentists, lawyers, architects, engineers, with inventions, in show business, throughcompanies for many years. They usually and others with advanced degrees who the authorship of books and songs, as lottery winners, and all other sources. Unfortunately, because this group gets so much publicity, many people think that they Up Unit Sales via Referrals! are typical of the people who get rich. The fact is that they are quite rare. Up Service Visits by 13x a person! To get wealthy, you don’t have to depend on luck, windfalls, or inheritances. It’s Would you like a cost effective way to increase your referrals? like trying to find anything else - the way Want to dramatically increase service visits you lose to is easier and the results more positive if Lube, Mufßer and Tire shops? you know where to look in the first place. Would you be interested in a program that pays for itself Now that you know where 99 percent of the hundreds of times over? wealth comes from, where are you going to AUTO look? Call today for a FREE Sample! 800.723.2590 Brian Tracy is the Chairman & CEO of Brian Tracy International. He can be C A S H C A R D S contacted at 866.300.9881, or by email at btracy@autosuccess.biz. 20 successful solutions at www.autosuccess.biz

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