AutoSuccess Jul06


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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 Jul06

  1. 1. July 2006GuaranteedPre-Approval /GuaranteedResultsBy Ben Elliott
  2. 2. Take our customers...Please!Why chase false leads when you can have real,qualified customers?She completed an extensive application, pre-qualifiedwith flying colors, received her purchase check, andnow she just needs a car. Want her contact info?Become a myAutoloan Preferred Dealer now.Our approved customers arrive with financing in place.Our qualified customers have passed an extensiveverification process through our Preferred Placement®technology. Now, all you have to do is put them in thedriver’s seat.Each month, we approve hundreds of qualified, ready-to-buy customers in your area. They prefer all brands,all models, and great service. But they don’t requireselling – they’re ready to buy!To choose your spot on our Preferred Dealer Networkand start getting these customers, give us a call toll freeat 866.625.2668, send an email to,or visit our Web Site at partnership with Complete Customer Contact Details Exclusive Territories Entire Credit Spectrum Applicants Exclusive Real-Time Leads by Zip Code 24/7 Online Dealer Access Customers are Buying Now REAL LENDERS - REAL LOANS - REAL TIME
  3. 3. There’s Magic in Enthusiasm 8 ZigZiglar Closing is Sweet Success 9 TomHopkins Why Your Customer Buys 10 BrianTracy Guaranteed Pre-Approval / Guaranteed Results 12 BenElliott Employment Marketing to Attract Top Talent 14 RogerHerman & JoyceGioia More Sales Test Drive Fundamentals and the Essentials of Leasing More Cars 16 JeffMorrill How to Flood Your Dealership With Customers 18 MarkTewart Scott’s Individualized Consultation Transcripts, Part 2 20 ScottJoseph Uses E-Mail Marketing to Increase Sales Dealership Increases Sales From 250 to 500+ in Just Nine Months 22 PhilCohen Brewster Makes Every Delivery Special 24 DebBrewster The 7 Commandments of Selling, Part 3 28 DavidJacobson Home Field Advantage Your Web Site at Work 30 DavidKain Women Speak in Estrogen and Men Listen in Testosterone 32 DeborahRenshaw E-Mail Marketing 33 DavidJohnson Developing the Traits of a Leader, Part 2 34 SeanWolfington Finding Your Next Business Manager 36 TonyDupaquier No Such Thing as a Self-Made Man 37 JesseBiter Conducting a Self-Audit in Sales and F&I Things You Should Check Before Someone Else Does 38 CharlesArrambidecover 12 Disclosure + Transparency + Training = Compliance Is Sales-Floor Mentality Costing You 40 41 BobHarkins MikeParsons Investing the Fundamentals, Part 2 42 TimShea How to Open the Door to the Elevator Conversation, Part 2 Going Up 44 PattiWood Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist toll free: 877.818.6620 facsimile: 502.588.3170 Dave Davis, Creative Strategist Charlie Tierney, Sales-improvement Strategist web: helping to promote... Psalms 37: 3-5 Trust in the Lord, and do good: so you will dwell in the land, and enjoy security. Take delight in the Lord, and He will give you the desires of your heart. Commit your way to the Lord: trust in Him, and He will act. God is the source of all supplyAutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or Subscription rate is $75 per year.AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which thismagazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction inwhole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request thatnames be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  4. 4. sts fos ls ms sf fis ZigZiglar sales and training solution There’s Magic in Enthusiasm Nothing great ever outward expression of inner feelings. When Third, take ACTION. Remember, logic happens without this happens, you become a very effective will not change an emotion, but action enthusiasm. sales professional. Here is a magic formula will. Successful people make a habit for leading a more enthusiastic life. When of taking action on those things that Enthusiasm is the you implement these action steps, you will unsuccessful people fail to do.difference between competing and winning. feel the magic. So, there you have the magic of enthusiasm:When a word is overused, it can lose its First, ACTIVATE your motivators. Why Activate your motivators; Analyze whatpower and its meaning. Enthusiasm can are you in the world of sales? Why are you need to improve upon; and take just that type of word. However, when you making contacts, phone calls, and allwe study enthusiasm, we can capture its those prospecting activities? Remember Yes, you are absolutely correct. Thistrue meaning and, therefore, re-capture its what motivates you and activate those is certainly not magic. It gets back topower. Enthusiasm has nothing to do with motivators. following the steps necessary for success. Ijumping and shouting. That’s hysteria, enthusiastically encourage you to “go getand it’s giving enthusiasm a bad name. The Second, ANALYZE what you need to ‘em today.”origin of enthusiasm comes from the Greek do, or what you need to learn, in order toroot words en theos. This means “the god become more successful. Realize that youwithin.” This powerful word is really an never graduate from selling. You need tointernal feeling. There is the power of the invest and improve in those areas that will Zig Ziglar is the chairman of the board oflast four letters of enthusiasm: I Am Sold assist you in performing your sales activities Ziglar Training Systems in Dallas, TX. This article was reprinted with permission. AllMyself. With “God within you” and being more effectively. Once you develop those rights reserved. He can be contacted atsold on yourself, you are well on your way skills, you will act more confident and more 866.873.0026, or by e-mail atto being enthusiastic. This leads you to an enthusiastic. 8
  5. 5. sts fos ls ms sf fis TomHopkins sales and training solution Closing is Sweet Success In the selling profession, record-breaking success it soon became. closing is the winning score, the bottom line, Ask your closing question - then keep quiet. It the name of the game, sounds simple, doesn’t it? Believe me, it isn’t. the cutting edge, the I had a real challenge in this area, and I didn’t point of it all. We all have a clue as to what I was doing wrong untilknow lots of techniques for prospecting, I heard J. Douglas Edwards say those words.meeting new people, building referrals, The first time I tried to ask a closing questionqualifying, presenting or demonstrating and then keep quiet, I was prepared for theour products and services, and overcoming prospect’s reaction. I expected them to keepobjections. silent. What I hadn’t prepared for was theBut, if you can’t close, you’re like a football intensity of my own reaction; the silence feltteam that can’t sustain a drive long enough to like wet sand being piled on my chest. Myscore. It does you no good to play the whole insides were churning, I had to bite the insidegame in your own territory and never get of my lip and I was acutely aware of everyacross the other team’s goal line. nerve ending in my body. It was a gargantuan struggle not to fidget. Finally, the prospectsIf you don’t love the closing process enough did decide that they would invest, and I neverto master it now, start falling in love because again dreaded that awful silence after askingthis is where the money is. a closing question.True professionals are closing most of the Why is it so important to keep quiet? Saytime. They close for names and contact the prospect hesitates for a few moments,information. They close for appointments. wondering when they should take delivery.They close for opportunities to present their You become uncomfortable and assume thatproduct or service. They are constantly trying they are questioning the investment, so youtest closes, and they can kick into their final blurt out that you’ll give them another 20closing sequence anytime they smell success. percent off the total investment, when that wasn’t even the issue. You can’t know what "Processing vehicles to the InternetMany average sales people get so wrapped up they’re thinking when they’re quiet, so don’t has never been easier. We takein their selling sequence that if the prospect try to guess. Just sit and wait. multiple photos of each vehicle anddecides to invest before they’re through, save time with the VinStickers system.they won’t let them have the product. They The average sales person can’t wait more than The photo uploading is seamless,just keep going in their set pattern of telling, 10 seconds after asking a closing question. simple and cost effective. Our salestelling, telling instead of selling. Some clients If “Mrs. Jones” hasn’t answered by then, data is accurate and powerful. Weget sold quickly. If you keep talking instead of they’ll say something like, “Well, we can talkgetting the final agreement, you might unsell about that later,” and go on talking, unaware dont wait for someone once a weekthem just as fast. More talk triggers more that they have just destroyed the closing and the savings are enormous. Weobjections. Pay close attention. When the momentum. And it’s probably not just the give it our highest marks."prospect is ready, stop talking and start filling one close that is destroyed. “Mrs. Jones” canout those forms. certainly keep quiet for a few moments— almost all undecided buyers can. If you’reNext, I’m going to give you the eight most true champion material, you can sit thereimportant words in the art of closing. These quietly all afternoon, if you have to. It takesare the most powerful words spoken on the concentration, but the actual silence aftercomplex, demanding and well-paid art of asking for the sale rarely lasts longer than 30closing. If you’re just skimming this article to 40 seconds.and haven’t marked anything yet, get your Dustin Zeck - GM - Danny Zeck Fordhighlighter now. Here they are: Having the skill, courage, and concentration Lincoln Mercury, Leavenworth, KS to sit still and be silent for at least half aWhen you ask a closing question, shut up. minute is the single most vital skill there isThe important words are shut up. That is why in selling. Practice this until you get a feel forthe late J. Douglas Edwards used to shout this how long 30 seconds is, and then it won’t beat his audiences. I was sitting in the front row so nerve-wracking when big money is ridingthe first time I heard these words. I was already on how calm and quiet you can remain in ajumpy from the excitement of the seminar, and real closing situation.when Doug shouted “SHUT UP,” I dove for World-renowned master sales trainer Tomcover. That memory is carved into my mind, Hopkins is the chairman of Tom Hopkins VinStickers.comalong with those words. They explain the International. He can be contacted at 866.662.1984single-most important element in turning my 866.347.6148, or by e-mail atdisastrous sales experience at that time into the sales@vinstickers.comjuly 2006 9
  6. 6. sts fos ls ms sf fis BrianTracy leadership solution Why Your Customer Buys Why does your buying your products or service? Amongst has very much to do with how the purchase customer buy? This the various benefits available to him or her, is viewed by others, and is important. is the most important what are the tangible benefits and what are Describing the components and features of a question in selling. the intangible benefits? A tangible benefit is product or service is how you point out to the What benefits does something the customer can touch and feel. customer the tangible benefits of purchasing he seek? What is he It is something the customer can hold up and and using it.attempting to avoid, achieve or preserve by show to someone else. A tangible benefit However, as we have seen, the intangible benefits are largely emotional. They are concerned with pride, status, security, admiration and respect of others, and other factors that make the person feel happy that he or she has purchased what you are selling. A person who buys a Rolex watch will explain it to others in terms of its gold case, its jeweled Swiss movement, the fact that it is waterproof to 330 feet and the tremendous accuracy for which it is famous. But none of these are reasons for buying a Rolex. The real reasons, the intangible benefits, are the feeling of success, prestige and status that a person gets when he or she wears a Rolex in the presence of people who are wearing less expensive timepieces. It is the unspoken statement that “I have arrived” that the customer is making that causes him to buy the watch in the first place. What are the tangible benefits of buying and using your product or service, and what are the intangible benefits? What are the tangible and intangible benefits of dealing with you as a sales person? What are the obvious payoffs of dealing with you, and what are the not-so- obvious payoffs? Now, here are two things you can do immediately to put these ideas into action: First, identify the specific tangible benefits your customer will enjoy from ownership and use of your produce or service. How could you prove these to your prospect? Second, identify the intangible, emotional reasons why your customer buys from you. How could you demonstrate and emphasize these benefits in your sales conversation? Brian Tracy is the chairman and CEO of Brian Tracy International. He ca n be contacted at 866.300.9881, or by e-mail at 10