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AutoSuccess Jan08


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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 Jan08

  1. 1. Check out the AutoSuccess Best of the Best Companies for NADA 2008 Volume 6 • Issue 7
  2. 2. Success Story $3,018,185.20 IN GROSS PROFIT WITH “ That’s not including the residual business I OVER 4,800 UPS!!! did after each sales event. After trying several events with teams and being disappointed, I turned to Turn-Key Events, a true event advertising company. They provided everything I needed for a successful sale. Their unique events bring the right traffic and results that my dealership demands. T urn-Key Events delivers with consistent quality, customer service, and results. I recommend Turn-Key Ed French, Dealership Events to any dealership in need of a quality salesOperations Director - Indiana event. Contact me through Turn-Key Events and I’ll • Community Ford be happy to show you why I exclusively use Turn-Key • Valley Chevrolet Events.”-Ed French • Community Chrysler Dodge Jeep • Bloomington Kia DO YOU WANT TO SELL AN ADDITIONAL • Bloomington Ford 35 - 70 UNITS NEXT WEEK? VISIT US AT NADA “IN 2007 TURN-KEY EVENTS MADE ME BOOTH# 3421W FEB. 9-12 $3,018,185.20 IN GROSS PROFITAND RECEIVE AN ADDITIONAL BY PUTTING OVER 4,800 UPS 5,000 PIECES FREE. INTO MY SHOWROOMS Minor restrictions apply. DURING THEIR EVENTS.“Event Specialists are standing by with a CALL NOW free market report for your dealership 866-665-5504 NO TEAMS, NO COMMISSIONS JUST HUNDREDS OF QUALITY UPS AND LEADS! Copyright © 2007 Turn-Key Events and it’s licensors. Restrictions apply. BETTER BUSINESS BUREAU® The Driving Force Behind Automotive Advertising USPS PREMIERACCOUNT NADA Booth# 3421W
  3. 3. on the cover 2008 eCRM Dealers of the Year 8 PatrickLuck The Value of Mentors, Part 2 22 BrianTracy Change More Than the Calendar 23 MarkTewart The Value of Customer Service 24 TomHopkins Negotiating for Profit 26 MarcSmith Internet Sales 20 Group II 30 SeanV.Bradley Identity Theft: Don’t Let Your Guard Down 32 DeniseRichardson Embracing Change for the Survival of Your Dealership 34 PaulRauseo Happy New Year: Big Breakthroughs or ‘Same Old Same Old’ 36 MichaelYork How to Get Your E-Mails Delivered, Part 1 38 KeithLatman Promote Yourself Effectively and Create More Opportunity 40 DebbieAllen Caring in the Workplace 42 JesseBiter New Beginnings in 2008 43 MichaelNealy Your Biggest Opportunity 44 DavidThomas Women Rock 46 KarenUriarte Dealer Web Sites - One Is Not Enough 48 RalphPaglia helping to support... God is the source of all supplyHebrews 12:1 - Let us run with endurance the race that is set before us.Patrick Luck, Editor & Publisher Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist Brian Balash, Sales-improvement bb11@sellingsuccessonline.comThomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Scott Schaeffer, Sales-improvement Strategist God is the source of all sschaeffer@sellingsuccessonline.com3411 Pinnacle Gardens Drive | Louisville Kentucky 40245 | phone: 877.818.6620 | fax: 502.588.3170 | www.SellingSuccessOnline.comAutoSuccess 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 $69 per year. AutoSuccess welcomesunsolicited 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 ofAutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counselbefore implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ namesavailable to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  4. 4. CONGRATULATIONS TO THE RECIPIENTS OF OUR 2008 The Challenge Customer Relationship Management in key elements to determine the winners of The New Year is upon order to harness results. What our research the eCRM Dealers of the Year Awards: us, and it’s time to has shown is that the nation’s top performing • Well-Defined Strategy: PatrickLuck make our resolutions; dealers are harnessing their knowledge, A detailed marketing plan with clear so I have to ask: Have experience and resources toward this you seen a massive increase in the number marketing phenomenon. This revolutionary objectives to attract traffic to their site, of traffic, leads and sales being generated at medium has enabled dealerships to generate phones and showroom floor your dealership? We certainly have in our substantial returns on their investment by • Effective Web Site: quest to find our 2008 eCRM Dealers of the utilizing the innovation of digital marketing A customer-friendly site that is Year. strategies and eCRM initiatives to promote innovative, engaging and informative, all profit centers within their dealership – and that promotes all profit centers of the 2008 promises to be quite a year for digital from New and Used Sales, to F&I, to Parts dealership marketing despite a weakened economy. and Service. AutoSuccess honors those • Powerful CRM Tool: Recent projections forecast robust growth in dealers who have effectively leveraged the A fully automated prospect management online advertising, rising four times the rate power of the internet and CRM to harness tool that will manage and measure all of of the overall advertising industry. What substantial results. their leads through the sales process and does this mean to automotive retailers? It beyond means that it’s time for you to assess and It is important to note that many dealers are • Innovative Marketing: align your dealership’s presence in the realm not only realizing the potential benefits of Digital platforms that include the current of online marketing - or get left in the dust. digital marketing, but the reality of our rapidly cutting-edge technology of media- changing industry and the growing demands enriched emails, banner ads, live chat, The Solution of today’s consumer. Dealers can no longer eNewsletters and streamline video The question that every member of the just examine and weigh the possibilities • People & Process: automotive industry faces is not only how that exist with online marketing, they must Business Development/Customer to survive, but also how to produce a return. realize the necessity of overcoming their Relation Centers powered by well- The answer is simple. Today’s automotive inhibitions with technology, look the mouse trained and dedicated Internet specialists dealers must be technically competent, straight in the eye, and join the increasing to sell appointments and well-equipped equipped with innovative marketing number of successful dealers who have sales consultants to build value in the strategies and objectives that include shifted their ad spend from traditional media dealership and the vehicle intelligent digital marketing tools and to a more measurable and effective targeted • Tracking & Measurement: training to sell more cars for less cost. digital marketing platform. Once dealers Automated tracking and management get past making excuses, things begin to fall of vital metrics in order to continually In keeping with our ongoing dedication to into place. monitor and improve results. assist dealerships by providing innovative solution-based resolutions to aid dealers The Winners Our congratulations to the 2008 eCRM in becoming more successful, the team at This year’s top performing dealers have Dealers of the Year! Their winning entries AutoSuccess reviews the input of hundreds of used the Internet to improve results and tell a great story of marketing challenges dealers across the country who are mastering increase customer satisfaction and loyalty. and demonstrations of excellence in digital marketing initiatives and effectively Although different dealers’ strategies vary, implementing innovative digital strategies8 leveraging the power of the Internet and AutoSuccess looks for the following five and solutions.
  5. 5. Herb Chambers Companies No. 1 Dealer Uses Internet to Sell over 1,100 Online Vehicles! What drives Herb Chambers’ suc- cess? The truth is that the name Herb Chambers is synonymous with success. When it comes to running his business, Herb Cham- bers strongly believes that a service-oriented culture is the key to success, from his employees, right down to the customer. The In- ternet has played a vital role in “With our fully measurable and automated system, we are continuallyservice of customers as the Chambers leg- improving and fine-tuning our processes to improve our results andacy continues to expand to, at last count, increase ROI.” - Herb Chambers42 dealerships across New England—fromJeep Wrangler to Rolls Royce—generating the implementation of centralized processes Customer satisfaction is what it’s all about.over $1.8 billion dollars in sales last year. for the growing number of rooftops in the Another concept that is key to the success Chambers enterprise. The highly trained of the Group is the Herb Chambers’“I don’t want my sales people to sell cars; BDC specialists are generating exceptional philosophy that “happy employees createI want them to help people buy cars,” results through quick responses to customer happy customers.” The leading automotiveexplains Chambers. With that philosophy inquiries and fine-tuned processes for group has one of the lowest turnovers inin mind, and the right technology partner, handling incoming leads. “Our E-Commerce the nation, and is well-known for providingHerb Chambers leverages the cutting-edge team holds regular meetings to review excellent training, employee benefits,technology of an innovative high-impact benchmarks and evaluate progress in order incentive bonuses, and first-name-basisWeb site and media-enriched communication to find ways to fine-tune our processes. relationships with the living legacy himself,into all his dealerships to make good on Our customized reports detail everything Herb Chambers. As a result, the family athis commitment of providing the highest- including the leads by source, response The Herb Chambers Companies continuesquality service to their customers. times, appointment percentages, show rates, to outsell the competition and build an closing ratios and cost per sale,” said Herb, ever-expanding base of loyal and satisfiedOne of the greatest assets at Herb Chambers whose constant support contributes to the the Business Development Center and ongoing success of the BDC. THE BOTTOM LINE • Herb Chambers is the No. 1 Dealer in New England. • generates 1,100 online units per month. • is a nationally acclaimed Award-Winning site. • eDealer & eCRM Dealer of the Year for five consecutive years. • The Herb Chambers Group has successfully implemented Herb Chambers centralized processes in all their dealerships. 9
  6. 6. Tasca Auto Group Writing the Book on eSatisfaction - Selling 100 Additional Units Online History has a way versions of customer satisfaction of repeating through the fusing of technology itself. At the and “The Tasca Way” of doing age of 27, business. Bob Tasca Sr. opened Internet veteran Tasca Auto Group his first Ford got their start 10 years ago, and dealership, has successfully followed the same introducing processes while implementing unheard-of different strategies and techniques, concepts into said BDC Manager, Eileen the automotive Aquilante. Now their Internet industry, Department handles all their including one- incoming phone and Internet price selling leads, and is responsible for setting and unparalleled appointments. With only a three- customer service. person staff, the Internet Specialists In fact, he “wrote have an appointment set rate ranging the book” on from 50 to 60 percent, closing on c u s t o m e r approximately 60 percent of the satisfaction— leads they have direct contact with. quite literally— “When a lead is generated, response entitled You Will Be Satisfied. Today, that is immediate both via e-mail and small single-point store has grown to a phone, and our staff will stay and multi-franchise auto group located in return phone calls until 9 PM,” multiple locations in Rhode Island and explains Eileen who personally Massachusetts. The family business, now returns calls on Sunday via her owned and operated by second and third Blackberry when necessary. generation Tascas, has grown substantially while maintaining CSI scores among the “What gets measured gets done,” said Bob “Tasca currently sells 100 online highest in the nation. Tasca III, who sees to it that management units per month, and customer constantly measures the vital statistics of surveys show that up to 80 percent Under the direction of Bob Tasca III, the how a lead is progressing, enabling the team of our customers say that TASCA. growing family of loyal customers of this to make necessary adjustments. As a result, COM influenced their buying innovative auto group is experiencing the dealership has increased profits and decision.” - Bob Tasca III satisfaction like never before through the ROI, reduced turnover, and built an amazing powerful combination of the Internet and base of customer loyalty. “Our Virtual CRM. Tasca Auto Group, a pioneer in the Dealership is designed around our mission and phone traffic,” said Tasca III, “Our realm of eCRM, joined forces with the to serve our customers, and in so doing, it customers rave about our Web site because Internet early on to offer high performance generates massive amounts of Internet leads they can research, build and compare cars, view new or pre-owned vehicles, buy parts, schedule service appointments and more.” THE BOTTOM LINE As a result, Tasca currently sells 100 online • Tasca made the shift to digital marketing to generate an additional units per month, and customer surveys 100 units per month. conducted by the dealership show that up to 80 percent of their customers say that the • Tasca’s Virtual Dealership has helped to increase sales, profits, and Virtual Dealership influenced CSI by improving the customer experience online. their buying decision. • Tasca’s highly trained BDC staff handles all Internet leads and Having happy customers definitely has its incoming phone traffic. own rewards, and top-performing dealers like Tasca will continue to thrive and excel • and “The Tasca Way” have earned CSI scores among the in the industry by providing eSatisfaction to highest in the nation. their expanding family of loyal customers for generations to come. • Customer surveys show that up to 80 percent of customers were influenced by! Whenever a customer sees or hears a10 The message is clear at Tasca Auto Group… Tasca advertisement, they always see and hear TASCA.COM! You will be satisfied!
  7. 7. Frank Kent Motor Company Texas Dealer Strikes It Big - Increasing Sales 50 Percent Fourth generation owners of Frank Kent Motor Company have taken their dealer group to a new level by implement- ing new digital marketing ini- tiatives, includ- ing a high-end custom Web site. “The move from our previous Web site to our media- enriched interac- tive Virtual Dealer- ship complete with “The move from our previous Web site to our media-enriched interactive marketing tools has helped us re- Virtual Dealership complete with marketing tools has helped us realize ouralize our potential, doubling our Internet team potential, doubling our Internet team with a resulting 50 percent increase inwith a resulting 50 percent increase in sales sales over the previous year.” - Dennis Groters, BDC Directorover the previous year,” said BDC Director,Dennis Groters. This Fort Worth multi-fran- Frank Kent has a dedicated team of resulting in almost 200 units per month!chise dealer has been able to increase leads Internet Specialists including seven highly The staff is successful at following up withfrom 1,000 up to 1,500 per month—generat- trained appointment setters, two specialists all of their leads quickly and efficiently,ing nearly 200 units in sales per month—uti- that focus on leads from eBay, and BDC and the customer-friendly processes givelizing the power of the Internet and their new Director, Dennis Groters. Together, the the customers all the information they needdigital marketing strategies! team works to make their customers’ to make an informed decision. online shopping experience pleasurableFrank Kent began his automotive career in and profitable. “We are constant with the Frank Kent’s dedication to customers has1927 when he accepted a proposition from a processes that we learned during our two- never wavered, and in today’s competitivefriend to try and sell a car in order to obtain day training boot camp,” explains Groters, market, the Internet has generated, anda sales position at a local dealership. He and they have incredible results to back will continue to generate, a higher leveldidn’t sell one; he sold four. And so, the that statement. The Internet Specialists of excellence for their expanding familylegacy begins. From a nationally acclaimed have a 68 percent appointment-show of satisfied customers for generations toFord dealer to a Cadillac Master Dealer, the ratio and a 12 percent total closing ratio Frank Kent has become synonymouswith quality and integrity. The dealershiptoday is owned and operated by fourth THE BOTTOM LINEgeneration great-grandchildren CoryChurchill and Will Churchill. • The new Virtual Dealership at is a highly converting lead generating tool.In the new millennium, Frank Kent Cadillacis joined by Buick, Pontiac, GMC, Hummer, • New digital marketing initiatives are generating 7,000 visitors to theirHonda and Dodge franchises. The same Virtual Dealership.dedication to excellence remains, and thatis precisely why the dealership group made • Frank Kent utilizes automated bulk e-mail to market their specialsthe decision to tap into the unparalleled and promotions.potential of the Internet to meet the growingneeds of their customers. • Frank Kent utilized a two-day Training Boot Camp to equip his highly effective staff.The comprehensive digital marketing suiteincludes more than just a cutting-edge web • Frank Kent currently has a total closing ratio of 12 percent with asite; it’s a complete marketing system with goal of 15 percent.prospect management capabilities and a • has increased leads from 1,000 to 1,500 per month. 11suite of multi-media e-mails, driving moretraffic to the Internet and the showroom.
  8. 8. Sheehy Auto Stores Dealer Group Sells 422 Online Units in One Month The benefits of ef- Sheehy has chosen to outsource to fective digital professional appointment setters marketing who have received customized are infinite, training specific to the dealership so and no one they understand each dealership’s knows this unique qualities like pricing better than policies, personnel and inventory. Sheehy Auto Stores with 23 Many dealers are starting to warm up franchises lo- to the idea of using Chat or Instant cated across Messaging on their Web sites to Virginia, Mary- communicate with their prospects, land and North gathering vital information without Carolina. A dedi- requiring them to submit completed cated Internet forms. Some consumers are sales staff of 35, apprehensive about responding to e- under the direction mail or phone, but feel quite at ease of Roy Reutter, is with an impromptu entry into a chat capitalizing on window. “Chat is a product that gets a new platform us extra contact with customers. We with their arsenal of digital marketing tools look at it as a lead generation tool to accommodate their online customers and – another way to capture leads off generate viable leads. our Web site. It’s sort of like an add- on feature—like air conditioning Reutter and his staff are utilizing popular on a car,” Reutter said. “We have trends like Live Online Chat windows to tons of contacts from our Live Chat stay one step ahead of their competitors by button - service, parts and purchase leads “With our advanced digital allowing consumers to make inquiries into - probably about 500-600 clicks a month,” marketing strategies, it’s not a convenient Chat link located on their Web adds Reutter. uncommon for our dedicated sites and digital communications. The Live Internet staff to field 4,200 leads per Chat is an additional way to communicate The highly trained staff at Sheehy is month, generating 422 online units.” that allows dealerships to interact with experiencing an 11 percent closing ratio on - Roy Reutter, BDC Director online visitors in real time while they leads generated through chats; but Reutter are showing interest in their site. Chat confirms that the true success of the function services can be staffed internally; however, is what his staff does with the lead once they capture it and begin the follow-up process. Sheehy customers also receive a digital newsletter that can be measured, tracking THE BOTTOM LINE every single person who reads it, what they read, and how much time they spend on the • The highly trained BDC staff at Sheehy handles 4,200 leads per articles. “New or Used vehicle sales are our month. main objective, but our biggest benefit has • Advanced digital marketing strategies have increased sales from 103 been in the parts and service revenue that is units to 422 online units per month. generated as a result,” states Reutter. • Online sales represent 24 percent of total sales at Sheehy Auto The highly-converting, in Stores. conjunction with advanced search engine • Sheehy increased leads by 350 percent after switching from DMS provider marketing strategies, has proven very to a digital marketing firm to build a Virtual Dealership at successful for this expanding auto group. Reutter reports that it is not uncommon to field 4,200 leads per month generating 422 • Sheehy Auto Stores has a 9.3 percent total closing ratio. online units per month. • Internet leads represent 90 percent of total leads received at Sheehy.12 For more information, visit their Virtual Dealership at
  9. 9. Modern Automotive Network Using Modern Technology to Sell 250 Online Vehicles per Month Modern started their Internet Depart- ment in 1995 with two individuals who were handling faxed leads. This rare auto- motive presence on the Internet was met with criticism, and other dealers thought that they were crazy for having two dedi- cated employees spending time and effort on the Inter- net and arranging offsite demos.In spite of the disparagement, managementat Modern knew the important role that the “Our customer surveys indicate that 80 percent of our current customers doInternet would soon play - and they were research online before coming to the dealership with 60 percent stating thatright on the mark! Today, customer surveysindicate that 80 percent of Modern’s custom- our Web site influenced their decision.” - Bryan Johnson, CRC Directorers do online research before coming to thedealership. This pioneering dealership is liv- business,” said Fowler. “The CRC specialists According to CRC Director, Bryan Johnson,ing up to its name utilizing advanced digital create friendships online and sometimes will about 20 to 25 percent of Modern’s businessmarketing tools and techniques to generate sell a car six months after the initial contact is generated from Internet sales, and general1,730+ high quality leads resulting in 250 was made.” sales have increased 15 percent in the lastonline sales per month. year. In 2006 they sold 10,000 cars, and Another successful best practice for building 2007 numbers are coming in substantiallyThe fourth generation Modern Automotive and maintaining customer relations at above that benchmark. Even with the successNetwork, located in Winston-Salem, NC, has Modern is their e-mail marketing. All e-mail they have seen from their current digitalexpanded to eight rooftops, 650 employees, addresses are collected at the time of sale marketing strategies, Fowler and Johnsonand a growing base of customers spanning and the customers are asked for permission look forward to adding more lead-generatingacross 18 states as far away as Washington to e-mail coupons in order to keep in touch. features like video streaming and live chatand Arizona, and even reaching across Proof positive that the CRC staff is doing an to their new Virtual Dealership at borders into Canada and awesome job is the low opt-out ratio of only! Now that’s what we call making four percent!use of modern technology.With the help of an automotive digital THE BOTTOM LINEmarketing firm, the Internet Department atModern has been integrated into a thriving • With the help of an automotive marketing firm, Modern has successfullyCustomer Relation Center employing 22 staff integrated their Internet Department into a top-performing CRC.members to handle the increasing numberof highly qualified leads that are being • The CRC staff at Modern has an appointment-show ratio of 75 to 80generated, and to service the simultaneously percent.growing number of satisfied customers. • The multi-media Virtual Dealership at converts“I give the staff a ton of credit,” GM Omnia traffic into highly qualified leads.Fowler said. “Management writes theprocesses, but the staff executes them very • Online sales represent 20 to 25 percent of total sales at Modernwell.” Each of the CRC staff members at Automotive NetworkModern are very personable and are effectiveat establishing great relationships with their • and a well-trained CRC staff have increased 13customers. “Our staff prides themselves on sales from 160 to 250 units per month.not being in the car business but in the people
  10. 10. Dick Hannah Auto Group Digital Marketing Strategies Increase Sales to 593 Units Per Month “We found the of Google, Yahoo and MSN. The cheese! A signifi- secrete formula to the search success cant portion of includes over 1,000 search phrases our business per manufacturer (100 most popular has moved automotive search phrases in 10 to the virtual local cities). “Our Web site phone shopping and traffic skyrocketed from 1,756 calls info gather- to 5,090 calls in less than 8 months,” ing world,” said said Joe Orr, GM at Dick Hannah Joe Orr of Dick Honda. The Honda store enjoyed Hannah Auto an 82 percent increase in used car Group. The net profit for the year while cutting opportunities advertising expenses from $442 per created by an car to $114, and today they’re selling effective digital hundreds of extra vehicles per month marketing strat- meriting the commendation of being egy are limitless, the No. 1 pre-owned Internet Dealer and owner Dick in the world. Hannah and his management have Hannah is quick to point out that successfully lev- successful dealers need more than a eraged the power great Web site and CRM tool; they of the Internet to increase and expand his need to build a complete strategy enterprise while continuing to maintain the for marketing, get the right people Dick Hannah immaculate reputation for un- in place, implement a process and precedented customer satisfaction. With chil- establish a pricing philosophy. He dren Jason and Jennifer at their father’s side, also adds: “While the right Web the Hannah’s have successfully implemented site won’t solve all your problems, an aggressive online presence with a focus on you won’t get far without it. We Sales & Service, and have become the largest had a pretty good templated site that was “Our customers enjoy our Virtual pre-owned Internet Dealer in the nation. recommended by our manufacturer, but we Dealership. is the were not getting incremental business. After The Dick Hannah Group comprised of 12 we switched Web and CRM providers, our nucleus of our success, helping us franchises in 14 locations across Oregon and sales began to increase, and now with the to sell 593 online units per month.” Washington, has capitalized on aggressive help of advanced eMarketing initiatives, - Dick Hannah Internet marketing strategies and their award- we are selling 593 units per month because winning Web sites to tap into the special they not only built us a better site, they also finance and pre-owned profit opportunities. provided all the marketing tools and training special finance department called www. Dick Hannah hired a local search marketing we needed.” and www.printyourcheck. firm to more effectively saturate their com which provides three easy ways for award winning Web-site on the first page One great feature of the new site is a virtual the customer to get further into the process and continually prompts them to fill out an application online. Hannah explains that THE BOTTOM LINE the key to building a Web site capable of generating sub prime leads is to provide • Dick Hannah used an aggressive eFocus on Special Finance to information the customer is looking for, become the No. 1 Pre-Owned eCRM Dealer in the world. plus a convenient and private way to contact the dealership. For example, DickSaysYes. com includes a “How it Works” button that • helped generate an additional 333 sales per month. provides FAQs, Six Steps to Reestablish Credit, Fast Bankruptcy Approvals and other • With advanced digital marketing strategies, Dick Hannah cut areas that speak to what’s important to the advertising costs from $442 to $114 per car. sub prime audience. • The leads from have a higher closing ratio and Dick Hannah knows that his company’s lower cost per sale. reputation is a priceless asset, and he relies on the results and resources of digital marketing to uphold the highest standards of integrity14 • awarded USA Internet Approval Site of the Year. and service within his dealerships.
  11. 11. Moss Bros. Auto Group Implements Centralized e-CRC to Generate 192 Online Units Per Month The Moss Motors The group began to see results history had a in the way of increased traffic modest begin- and leads after going live ning in 1921, with a newly designed custom when J.A. Web site that is loaded with “Red” Moss media-enriched and interactive Sr. planted features like scrolling marquees, his roots in the a friendly virtual tour hostess, community of and 360-degree 3-D Virtual Blythe, CA with Test Drives that highlight all the opening of the information the customer his first dealer- is interested in. Moss feels that ship. The acorn their new Virtual Dealership doesn’t fall far is more professional and more from the tree, and user friendly and provides the the seeds of integ- dealership with an effective rity and prosperity “centralized coordinated that were planted attack” strategy rather than just by the pioneer- being price driven. As a result ing “Red” Moss of successfully implementing have blossomed a new Virtual Dealership andinto mega-store Moss Bros. Auto Group digital marketing strategies tonow owned and operated by third generation promote all profit centers withinGlenn Moss. the dealership, MossSavings. com has increased traffic andDespite the humble beginning, the Moss generated over 3,300 qualifiedfamily dealership, still located in the heart of leads resulting in a 540 percentSouthern California, has capitalized on the increase in sales in just 11implementation of a new digital marketing months!platform including a high-end Web site andthe development of a centralized Customer Today the highly effective 17 person CRC “Our new Digital Marketing andRelation Center (CRC) to handle all leads staff at Moss Bros. is doing a phenomenal Training System has helped uswhich has resulted in an increase of monthly job executing processes on appointments increase our sold units whileonline sales from 30 units up to 192 units that show, generating 192 sales from 275 reducing our Cost per Sale. We havewithin a matter of months! appointments - a 70-percent close ratio! Even developed a solid process for us to with great results like that, Moss feels there help our customers, and as a resultAfter years of research, trial and error, and are still areas in need of improvement, and is looking forward to what the New Year will we have seen a steady growth inconsulting with various consultants, Mossfinally found the right automotive digital bring. Profit and Sales.” - Glenn Mossmarketing partner for his dealerships’ onlineneeds. Not knowing if the move was rightfor all of his locations simultaneously, Glennchose his award winning “Blue Oval” Ford THE BOTTOM LINEpoint to implement the CRC processes. Withinthe third month, Moss Bros. Ford had a record- • After years of trial and error, Moss Bros. partnered with an automotivebreaking month! Moss Bros. clearly saw the digital marketing firm to implement tools, training and processes.benefits and results of the implementation of • Marketing Initiatives increased online sales from 30 units to 192 unitstraining and processes, and wasted no time in per month.getting four of his other stores on board. Bythe sixth month, all calls and leads were going • The CRC staff at Moss Bros. closed on 70 percent of theto the CRC. “Our new Digital Marketing and appointments that showed.Training System has helped us increase ourunits sold while reducing our Cost per Sale. • promotes all profit centers within theWe have developed a solid process for us to our customers, and as a result we have • Digital Marketing strategies have reduced cost per sale to $201 per 15seen a steady growth in Profit and Sales,” saidMoss. unit.
  12. 12. Dave Smith Motors Dealer Stakes Claim Selling 600 Online Units Per Month Where can you find “The Internet has helped the No. 1 Dodge- us sell more than 11,000 Chrysler-Jeep Dodge, Chrysler, Chevy, Dealer in the GMC, Pontiac, Buick and world for the fifth year in a Cadillac vehicles, making row—or, how us one of the largest about the larg- dealers in the world!” - est GM Dealer Ken Smith, President in the North- western U.S. for the eleventh 800 units per month with year in a row? approximately 600 units being sold from Internet generated Dave Smith Mo- leads! You would think it can’t tors, under the get much better than that, but direction of Presi- Dave Smith Motors continues to dent Ken Smith, have phenomenal success selling is located in Kel- a record-breaking 7,030 Dodge, logg, Idaho, a Chrysler and Jeep vehicles in rural community 2006, only to blast right past that with a rich historical mining heritage and historical benchmark in 2007! a population just over 2,600. That’s right- 2,600 people. In fact, Dave Smith Motors The Internet has played a vital has more vehicle inventory in this small role in the continued success of tourist town than there are people! Overall this auto sales mining enterprise. in 2007, this home-grown automotive gold With technology created in- mine sold more than 11,000 Dodge, Chrys- house, Smith is utilizing the ler, Jeep, Chevy, GMC, Pontiac, Buick and power of the Internet to market Cadillac vehicles, breaking an all-time re- his dealership, generating tons cord in new sales for both DaimlerChrysler of traffic and leads to his Web and GM! site. Because of Smith’s early decision to create a presence on the Internet own home-grown technology, attracting Here’s living proof: You’ve all heard your in 1992, he designed and developed his more than 100,000 visitors per month on manufacturers telling you that 80 percent own Web site and lead management tool their site, and getting approximately 150 of your customers shop online before because there weren’t any lead-generating/ Internet leads a day. coming into your dealership. The Dave follow-up systems available on the market. Smith Motors staff is selling approximately Dave Smith Motors has excelled using their Entrepreneur Ken Smith looks at every profit center as a golden nugget. When you’re mining and hit a vein, you don’t go dig somewhere else - you stake your claim, THE BOTTOM LINE set up camp, start working and stick with it. Sometimes the work is tedious, but the • Dave Smith Motors is the world’s largest Dodge-Chrysler-Jeep Dealer payoffs are great. Smith has been able to for five consecutive years. maximize all of his value-added products and services, including warranty, finance, • Dave Smith Motors is the largest GM Dealer in the Northwest for 11 parts and a booming after-market accessory consecutive years. business that is Internet driven. • Dave Smith Motors is the world’s largest Mopar Accessories Dealer for five consecutive years. With their hassle-free buying philosophy and technology as their primary tool of the • Digital marketing strategies have helped Dave Smith Motors sell a trade, Dave Smith Motors has successfully record-breaking 7,030 Dodge, Chrysler and Jeep vehicles. created a loyal (and growing) base of eager customers, creating a business based • The dealership has a team of dedicated Internet sales consultants to off repeat and referrals. The rush is on at16 handle all inbound leads.!
  13. 13. Paragon Honda/Acura Effective eMarketing Keeps Dealer on Top With 300 Units Per Month New York has its probably spend up to $10,000 to unique market- send out 15,000 pieces. We sent ing challenges out 80,000 pieces and it took consider- no time, no additional money ing that it is and it generated outstanding the only city results,” Benstock said. in the U.S. where more Paragon now utilizes search than half of all marketing strategies including households do digital display billboards to not own a car. attract visitors to their Virtual Despite the lim- Dealership. An astonishing itations, Paragon 85 percent of their leads are Honda is thriv- generated from their Web site. ing and is highly “What is amazing is that we acclaimed as a can track exactly how many leading volume people saw the banner, how dealer not only in many clicked through to the New York, but site, what they did at the site across the nation and how many bought. Thisas well, selling 9,000 Hondas and Acuras in makes it easy to measure the2007—that’s 20 per day, 365/24/7 (with no cost per sale and to improve ourfleet sales). How do they achieve their con- offers to get more customerstinued success? Thanks to a robust Internet attention,” said strategy, a well-trained BusinessDevelopment Center and a loyal base of cus- From the beginning, Paragontomers, Vice President Brian Benstock con- has been an exemplary modeltinues his relentless pursuit to be the best by for success. After implementingcapitalizing on the power of advanced search new digital marketing platforms “With the help of our eMarketingmarketing, digital display ads and bulk e-mail four years ago, they went from 20 cars a month strategies, Paragon sold 9,000marketing campaigns to market and promote to 106 cars a month in their first month. Now Hondas and Acuras in 2007 -- that’sthe Honda and Acura brand throughout New they are selling up to 300 units per month to 20 per day, 365/24/7!”York. remain as one of the top Honda dealers in the - Brian Benstock nation.As a foundation to their marketing strategy,Paragon integrates their Virtual DealershipURL into all of their advertising and THE BOTTOM LINEmarketing efforts. “Whether we usebillboards, newspaper or radio, we always • Paragon delivered 9,000 Hondas and Acuras in 2007 - that’s 20 perpromote and as a result, day, 365/24/7!we get a phenomenal amount of customersvisiting our site,” said Ashley Antonio, • eMarketing has increased traffic to by 20,000+Marketing Director at Paragon Honda. visitors. • Paragon utilizes bulk e-mail campaigns to generate 40 additionalE-mail marketing has been a critical units at zero cost.component to their success. The BDC hashad incredible results from targeted bulk e- • Paragon’s closing ratio is 300-percent higher than the national aver-mail marketing, generating up to 40 extra age, according to OEM reports.units sold from a single campaign withoutspending any extra money on advertising. • Overall sales at Paragon have increased by almost 200 percent“We recently sent out an e-mail promotion to incrementally year to date.80,000 addresses in our database. It took our • Paragon has drastically reduced cost per sale from $500 to $100 per 17Internet Manager 25 minutes to create and unit.the cost was zero dollars. Other dealerships
  14. 14. The Walser Group Branding Increases Unique Visitors, Leads & Sales by 40% When we last heard make the deal happen. The from the Walser core principle of the Walser Group, they Way is to give the absolute had suc- lowest price up front – no cessfully negotiating, no waiting, implemented no need to run the deal by digital mar- management for approval. keting strate- Everyone pays the same gies, including low price. It’s up-front, it’s the establish- honest, and it’s simple - fast, ment of consis- fair, and easy! tent centralized processes within This eDealer network, all franchises and comprised of 14 franchises locations. The located across Minnesota, training and ex- is committed to offering the ecution paid off best service in the industry, in the form of 70 and with effective and percent show ra- successful processes in place, tios on appoint- Owner Andrew Walser, is ments and total closing ratios as high as 20 directing the spotlight toward percent! branding his new Virtual Dealership and tracking Established in 1956, Walser Automotive conversions. “We are has grown into a network of top-quality focusing on making Walser. dealerships across Minnesota who are com a household brand name committed to offering the best service in for customers in our region,” the industry. What makes the Walser Group Walser said. “We have unique is their “negotiation-free” philosophy increased our online identity which they call the “Walser Way.” in the marketplace through effective exposure on billboards, print, “We are focusing on making Walser. With a fundamentally different approach TV and radio as well as implementing a com a household brand name for to the car buying experience, The Walser library of high-converting microsites to customers in our region.” - Andrew Way empowers the customer and the Walser increase visibility on search engines,” said Walser associate with the independent control to Alan Krutsch, Marketing Director, “and as THE BOTTOM LINE a result, we have seen substantial results with a 30 to 40 percent increase in unique • The Walser Group has implemented a new Digital Marketing Strategy visitors, leads and sales.” to effectively market With more of their growing base of customers • New digital marketing strategies and have increased turning to to service their needs, unique visitors, leads and sales by 30 to 40 percent. Andrew Walser knows the importance of duplicating the buying process on his Virtual • The BDC staff successfully sets appointments on 32 percent of leads Dealership. That means investing in the at process in order to build confidence within • Walser Automotive has increased closing ratios up to 20+ percent in the consumer and in the people at the dealer two franchises. level in order to create excitement about the Virtual Dealership and its marketing • The Walser Way is a “negotiation-free” philosophy. Everyone pays potential. the same low price. Visit to learn more about this • Walser Automotive conversion ratio is 10 to 15 percent higher than18 extraordinary results-driven dealer group. the national average.
  15. 15. STS The Value BrianTracysales&trainingsolution So, for a good of Mentors, Part 2 6. Once you have joined these organizations, appreciation for his or her time and mentor-protégé become actively involved and volunteer guidance. Mention that you hope to meet relationship, you must be wide open to the for responsibilities. This will bring you again if you have another question. influence and instruction of the other person, to the attention of the people you want to 11. Each month, drop your mentor a short and at the same time, the mentor must be meet faster than anything else. note telling him or her about what you genuinely concerned about your well-being 7. Work, study and practice continually are doing and how you are progressing. and your ultimate success. These are the two to get better and better at what you do. Nothing makes a mentor more open to essentials. The very best mentors are interested in helping you further than your making helping you only if they feel it is going it clear that the previous help has done Your ability to choose your mentors can be a to be worth their time. You will have no you some good. crucial step toward achievement in all areas problem attracting people to you when 12. Arrange to meet with your mentor of your life. So here are 12 steps for building you develop a reputation for being up- again, perhaps on a monthly basis, or successful mentor-protégé relationships: and-coming in your field. even more often if you work closely 1. Set clear goals for yourself in every area 8. When you find a potential mentor, don’t together. of your life. Know exactly what you want make a nuisance of yourself. Instead, ask to accomplish before you start thinking for 10 minutes of his or her time, in person, Over the course of your life, you will have of the type of person who can help you in private. Nothing more. Remember, many mentor-protégé relationships. As you accomplish it. most potential mentors are busy people, grow and develop, you will seek out different and they may be opposed to someone’s mentors, the people who can give you the 2. Determine the things you will have to kind of advice that is most relevant to your do in order to achieve your goals, the trying to take up a lot of their time. It’s not personal. current situation. obstacles you will have to overcome, and the roadblocks you will have to 9. When you meet with a potential mentor, Successful people are very open to helping surmount. express your eagerness to be more other people who want to be successful. This 3. Identify the areas of knowledge, skill successful in your field. Tell him or her is especially true if they know you are willing and expertise you will have to acquire in that you would very much appreciate to be a mentor to others who are younger order to overcome the obstacles existing a little guidance and advice to help you and less experienced than you. The more between you and your goals. move ahead. Ask for an answer to a open you are to helping others up the ladder specific question, for a specific book or of success, the more open others will be to 4. Look around for the most successful audio program recommendation, or for a helping you. people in the areas in which you will need specific idea that has been helpful to him the most help. or her in the past. Brian Tracy is the chairman and CEO of Brian Tracy International. He can be 5. Join the clubs, organizations and business 10. After the initial meeting, send a thank- contacted at 866.300.9881, or by e-mail associations these people belong to. you note expressing your gratitude and at 22
  16. 16. STS MarkTewartsales&trainingsolution Change More Than the Calendar The last quarter of the When was the last time you were “geeked” by year rolls around and your To-Do list? Stop listening to everyone’s you begin to hear some common refrains: “10 steps” and “10 rules” to everything and • “We are waiting until the first of the the “Dummy’s Guide to Goal Setting” and year” start living by your rules. It’s your life, your • “Starting in January I am going to…” goals, your emotions and your rewards if • “We have to wait until spring when you reach your goals. You make the rules. business picks up” Go for as large a goal as you desire. • “The first of the year I am really going to get into it.” Secondly, start giving your subconscious all the evidence it needs to start believing. You Here’s the reality for most people who make may write your goal 100 times a day. You may these statements: The calendar is the only write your goal and put on your bathroom thing that changes. mirror and say the goal aloud 10 times every morning. You may find 10 people who have If you are waiting for the calendar to change reached your goal and reach out to interview your life or your business, you are kidding them on what they did. You may close your yourself. My own observation is that these eyes and visualize yourself at the moment false start dates are nothing more than you reach the goal and see it in vivid colors, excuses and actual obstacles to not face feel the feeling as strongly as you can feel. reality and take action. No matter your intentions, I think everyone has been guilty No matter what goal you choose, you have of false statements at some time. to take some kind action. Take a step, no matter how small, and then set in stone your Words are cheap. A U.S. General once said, next action and action date. The next action “Every year I pay less attention to what should be soon. The next hour or the next people say and more to what they do.” Action day would be best. Don’t make the next is always where the rubber meets the road. action step too long after the first, or leave it However, actions are preceded by proper to chance that you will take your next step. thoughts and beliefs. Just because a person says they are going to do something does not The dirty little secret to reaching any and mean that their brain buys into the idea. every goal is that most goals are made up of small, boring, mundane steps that When you make a statement, you are lead to your success. We live in an instant consciously choosing to do so. The problem gratification society – “8-Minute Abs,” begins when your subconscious does not “Lose 10 Pounds in One Week,” “Lose Six match up to the conscious choice. If your Inches in One Week,” and so on. Those ads subconscious does not have any evidence to are all brilliant marketing strategies, because support your statements, the subconscious they promise instant results. The headline immediately begins to sabotage your thoughts. of “Lots of sweaty exercise and eating tons This is precisely why traditional goal setting of vegetables will help you lose weight this and New Years Eve resolutions fail. year” would not get a lot of response. The general public would say they hate hype but I have heard many times that in setting the truth is most people love hype. People goals they must be believable to work. You love HOPE — the easier the better. can hear the “believable goals” mantra and interpret this to mean you need to pick a safe Don’t wait for a calendar to change your life goal. Safe goals rarely inspire you to action. or your business. Usually the only thing that Safe goals are easy to say but they don’t fill changes is the calendar. enough emotional needs. Behind all realized goals are strong emotions that were on fire to be realized. Mark Tewart is the president of Tewart First of all, you have to set inspiring goals Enterprises. He can be contacted at that create emotions inside you. Otherwise 866.429.6844, or by e-mail at 23 all you are doing is writing out a To-Do list. the #1 sales-improvement magazine for the automotive professional
  17. 17. STS The Value of TomHopkinssales&trainingsolution One of the biggest Customer Service Where do customers go who don’t stay with If you have lost them to the competition, I challenges facing your dealership once they’ve made a single hope you will be mature enough to say, “If I any business is keeping in balance. In many purchase? lost the business, I got beat because of skill automotive businesses, more emphasis is and talent. I’m going to increase my skill put on getting new business than serving Many simply buy from someone else. If you level so it won’t happen again.” existing clients. And that’s no way to had followed-up, you would have discovered succeed long term. that the prospective client was either waiting There will always be those clients that you for contact from you or was not happy with simply cannot please. I’ve had clients I’ve Next to sales functions, customer service the first buying experience whether it was given so much service to and I know I earned functions are vital to overall success and the vehicle itself or something else. Either the business, but for one reason or another I must be given appropriate emphasis. By way, you need to know the answer if you didn’t close. I used to blame everyone else customer service, I don’t just mean vehicle plan on having the automotive sales business for these failures. However, the more I look service. That’s another issue altogether. as your career. at selling, the more I realize that if you lose to the competition, it’s usually because they Poor customer service will cost a company outperformed you. That’s when you need as much business as will having a poor Poor customer service to set a goal to get better at this game of salesperson on the lot. Both can damage selling. a company’s reputation and potential for will cost a company future growth. as much business The last reason customers don’t buy from as will having a poor you is because they no longer like your When businesses don’t properly serve their salesperson on the lot. line of vehicles. It’s happened every time clients after the initial sale, the clients go manufacturers go through major design elsewhere the next time they need a vehicle. Both can damage a changes. Some clients will hate the new And in today’s times, most families have at company’s reputation look and start looking at different brands. least two cars. If you’ve helped them get and potential for future Other people who may have never thought involved in one, why wouldn’t you serve growth. they’d own your brand of vehicle, though, them well and be the person they call when will be attracted to the new design so there’s they need another? still plenty of new business to be had. If they bought from another dealership If you don’t serve them well, you can’t they either found a product or service that If existing clients have a change in their expect them to be loyal to you, can you? they liked better or a more persuasive sales needs that requires them to go with a different Unfortunately, when a client doesn’t make professional. manufacturer because you don’t have the a second purchase, all too often those product they need, accept it gracefully and businesses assume they weren’t good sales I have a philosophy to share with you. move on to someone else you can serve. in the first place — that the client moved Please commit to this statement: “If I am Your attitude at a time like that can earn you away or has not yet made another purchase. a pro, they will buy from me unless we go future business should their needs change or, If you had a solid follow-up system in place, out of business, or the client dies.” Commit even better, a referral or two of their friends you’d know what was going on and probably to yourself that you are going to be so or relatives who do like your brand. have made that second sale. professional that they are going to invest their money with you unless you are no If the client did make a second purchase longer in business or the decision-maker World-renowned master sales trainer elsewhere, you’ll want to know why. Besides passes on to his or her heavenly reward. That Tom Hopkins is the chairman of Tom the question of why they left you, the other may sound extreme, but that’s the way you Hopkins International. He can be question you should be considering is where have to feel if you want to get the business contacted at 866.347.6148, or by e-mail did they go? every time. at Log onto Avoid expensive yearly contracts! Calculate leases, click DEMO LINK Auto Raptor is a AUTO RAPTOR monthly web finance, and subscription starting at to play and experiment with Auto Raptor today! $395 per month cash deals within (includes all updates). Auto Raptor’s CRM The Ultimate Automotive Then sign up for a FREE 30 day trial & CRM & DeskTool by clicking FREE TRIAL!24 1.866.583.1434