Autosuccess Dec05


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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 Dec05

  1. 1. AutoSuccess Must-see Companies NADA 2006, page 4a division of Systems Marketing, Inc. December 2005
  2. 2. UST-SEE COMPANI O R ADA 200 L A N D O F L O R I D A American Auto Exchange: Delivering innovative solutions that streamline and maximize dealers’ sales operations to include: inventory optimization, Þnance menu, reporting, and dealer desking tools. Auto Dealer TrafÞc, Inc. is the automotive search engine marketing experts. ADT’s focus on SEO, Paid Search, and analytics has made it the premier company in the automotive arena. ADT’s proprietary technology analyzes your search marketing efforts easily. Count on us to give your marketing dollars a ROI! Established in 1999 Auto Internet Marketing has been generating both New Vehicle and Finance Leads of superior quality and content since the beginning of the Internet Revolution. Our unique marketing platform promotes FREE exposure for our Dealers, resulting in FREE leads every month! We look forward to speaking with you soon!BZ Results is a digital marketing & consulting company currently working with 8 of the top 10 eCRM Dealers of the year. BZ offers CRM,Web marketing, Search Engine & Email marketing, Websites, New & Pre-Owned, F&I, Service, Parts and specializes in BDC’s. BZset up the largest BDC in the world which sold 384 vehicles in one month. They also work with the #1 Pre-Owned eDealer, #1 HondaeDealer, #1 Chevy eDealer and the #1 eDealer Group in the world. HomeNet, Inc. is a technology provider offering online vehicle inventory solutions to help automotive dealers manage their vehicle inventory and increase online sales. HomeNet’s Inventory Online (IOL) system allows control of the acquisition, editing and distribution of vehicle data. IOL interfaces with all major DMS and broadcasts accurate vehicle inventory information and photos across the Web. Impact Direct develops innovative sited sales and direct marketing campaigns that light up your phones, Þll up your showroom and deliver vehicles. All with out taking a percentage of your gross proÞt. InterActive Financial Marketing Group offers new and used car dealers lead generation, direct mail marketing, CRM, advertising and Þnancing by leveraging it’s brands;,, 1.800.CarLoan and IFMG Direct. J&L Marketing’s solid reputation as the industry leader for direct marketing campaigns is based on the strong relationships we form, focused marketing, and the increased proÞts we provide for our dealers. We take great pride in our expertise to build the best campaigns for your individual needs. This remarkable success that J&L provides for over a thousand dealers a year can be yours, too. We provide a fully integrated web-based software solution for F&I, leasing, special Þnance, BDC, inventory management and sales mangement reports. We also provide direct mail, Internet leads, credit hotlines and website hosting. is the premier, real-time, online service appointment scheduling solution. It will increase customer satisfaction and retention, service department efÞciency and revenue, load balance service bays and drive trafÞc to the dealer’s website. Are your customers returning to your dealership for scheduled maintenance? If not, let us help!!! Ultimate Warranty provides leading-edge service contracts and ancillary F&I products. More than 8,000 dealers have recognized the advantages and have beneÞted from selling Ultimate Warranty products. Stop by the booth, and Ultimate Warranty can show you how they are making a great thing even better in 2006.
  3. 3. FED UP WITH THEHIGHAGENCIES? OF AD COSTS SO ARE WE.ONE LOW FEE Plus YOU KEEP THE COMMISSIONS! We’re Force Media Group. Headquarted in Atlanta, Force Media Group is a nationally recognized Automotive Marketing company specializing in providing highly effective advertsing ideas to new car dealers across the country. With Force Media Group just choose the media package that works best for your dealership and leave the rest to us. As you will see below, whether you spend $25,000 per month or $225,000 per month, Force Media Group has an advertsisng package that will fit your needs. COMPACT MID-SIZE FULL-SIZE LUXURY MEDIA MEDIA MEDIA MEDIA UNLIMITED UNLIMITED UNLIMITED UNLIMITED AWARD WINNING AWARD WINNING AWARD WINNING AWARD WINNINGCREATIVE & PRINT CREATIVE & PRINT CREATIVE & PRINT CREATIVE & PRINTUnlimited Print For Newspaper, Direct T W O F U L LY S C R I P T E D (2) 60 SEC. RADIO SPOTS (2) 60 SEC. RADIO SPOTS AND PRODUCED Mail, Billboards, Magazines, Etc. ONE FULLY SCRIPTED AND PRODUCED (1) 30 SEC. TV SPOT Unlimited Access To Force Media 60 SEC. RADIO SPOTS 30 SEC. TV SPOT Complete Market Research & Analysis Event Packages WITH NATIONAL VOICE TALENT INCLUDES CUSTOM GRAPHICS, MUSIC & NATIONAL VOICE TALENT (3 BETA DUBS INCLUDED) Media Planning & Placement$ 1995 2995 3995 4995 PER MONTH $ PER MONTH $ PER MONTH $ PER MONTH NO MINIMUMS • NO CONTRACTS • NO HIDDEN COSTS Call Jim Fitzpatrick Today To Schedule A Presentation at Your Dealership M E D I A G R O U P 877-565-8240 visit us online @
  4. 4. 8 AutoSuccess’ Innovative Companies of the Year PartickLuckINSID The Complex Sale Today Are You Insane The Two Week Press Don’t Wait to Start Prospecting 12 13 14 16 BrianTracy ChrisHanson DavidKain AnthonyHall It is a Good Car, However ... 18 TonyDupaquier The Trust Power of Saying ‘No, We Don’t’ 19 DougHall The Power of the Steeple 20 PattiWood To Be or Not To Be, The Answer is in the Becoming 22 MichaelYork Draw Up Tomorrow’s Roadmap 24 TomGegax How Your Behavior Affects Your Staff’s Attitude and Performance 26 Beyond the Mission CarolArdell Increased Leads More Than 300 Percent in 60 Days 28 How We Sold 414 Cars a Month Online RoyReutter Mediocrity is a Magnet 32 ChrisAlford Mail and E-mail Follow-Up, Part 2 34 JimAdamsNADA 2006 How To Build a Winning Team 35 MarkTewart Maximizing ProÞt 36 JeffAmegod Based Selling Organization 37 Stop by and see Is Your Dealership an Opportunity- JoshWeaver us at the NADA 2006 Convention at booth What Fuels Your Vision 38 ErikStuttz#3816 Behavior, Desires and Buy Signals 40 e-Newsletter Metrics Uncover Buyer BrianEpro Psalms 100: 4-5 “Enter his gates with thanksgiving, 3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 and his courts with praise! Toll Free: 877.818.6620 Facsimile: 502.588.3170 Give thanks to him, bless his name! Patrick Luck, Editor & Publisher • Susan Givens, Vice President • For the Lord is good; Courtney Paris, Sales-improvement Strategist his steadfast love endures for • ever, and his faithfulness to all Brian Ankney, Sales-improvement Strategist • generations.” God Bless America Thomas Williams, Creative Director • AutoSuccess 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. 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. AutoSuccess may 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, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.
  5. 5. PatrickLuck Innovative Companies Of The YearThis issue is dedicated to honoring theInnovative Company of the Year awardwinners. This year!s honor is awardedto companies in 2 categories: First,innovation in the service of suppliers andOEMs and second, innovation in servingautomotive retailers. Below we announcethe winners and we reveal the best practicesof the most innovative companies in theautomotive industry today.Announcing the WinnersOur winners deliver the most innovativeproducts and services for helping theirclients generate huge increases in pro"twhile growing their own business.Accomplishing this while achievingexcellent client satisfaction has earnedSAP and BZ Results recognition asAutoSuccess! Innovative Companiesof the Year. Criteria for Innovative Companies of the Year:SAP is the world!s largest enterprise Most innovative products & servicessoftware company and the world!sthird largest software provider. In theautomotive industry, they work with Growth in revenue, proÞtability & client base17 OEMs and 39 suppliers. BZ Resultscurrently works with 8 of the top 10 Company’s ability to increase productivityeCRM dealers of the year and they & proÞts for their clientshelp manufacturers and retailers usetechnology and training to improve Company’s client satisfactiontheir sales and service pro"ts.Innovative Companies entrepreneurs. Many of the Entrepreneur of McDermott is responsible for all ofNeed Innovative Leaders The Year winners have become household SAP!s business activities in the UnitedRecently, SAP!s President and CEO, names:, Southwest Airlines, States and Canada and managing theBill McDermott and BZ!s CEO Sean Enterprise Rent-a-Car and AutoNation. region!s more than 4,000 employees.Wol"ngton were named as "nalists in Wayne Huizenga, the founder of Prior to joining SAP, McDermott servedErnst & Young!s Entrepreneur of the Year AutoNation, was last year!s winner. as the Executive Vice President, Worldwideprogram. Ernst & Young created the Sales Operations, of Siebel Systems,annual Entrepreneur Of The Year® Award William #Bill$ R. McDermott is the an organization responsible for supportingprogram in the United States in 1986 to Chief Executive Of"cer and President customers in 37 countries, where he ledrecognize the most successful and innovative for SAP America, Inc. In this position, global sales and "eld operations. 8 To nominate a company for the award, contact us at:
  6. 6. Wayne Huizenga was named by Ernst & Young Bill McDermott, President & CEO of SAP, finalist in Sean Wolfington, CEO of BZResults, finalist in Ernstas “Entrepreneur of the Year” last year. Ernst &Young’s Entrepreneur of the Year award this year. Ernst &Young’s Entrepreneur of the Year award this year.During his tenure, he established a clear to help manufacturers and retailers lever- follow. Both companies experiencedvision to build the most professional, age technology to improve the customer dramatic growth while casting a new vision,customer-focused and consistently experience and increase their profitability, developing new products and serviceshigh-performing sales organization in the customer satisfaction and loyalty. and creating extraordinary growth forinformation technology industry. their customer partners. In the automotive BZ Results and SAP were among 4 finalists industry SAP is the clear leader forSean Wolfington is the co-owner and recognized for being among the most providing enterprise application softwareCEO of BZ Results. In this position successful and innovative entrepreneurs products for suppliers and manufacturers.Wolfington is responsible for all of BZ’s in technology today. “Few companies For Automotive retailers, BZ is a clearbusiness operations around the world. He have the passion and perseverance to turn leader for providing technology andstarted his career in the automotive industry a bright idea into a brilliant business like consulting to improve dealers salesin 1989, co-founded Cyber Car in 1999 the men and women recognized by the and service profits. Both companies haveand led the acquisition of Automark which Ernst & Young Entrepreneur Of The Year® enjoyed 10 quarters of dramatic growthwas later sold for an enterprise value program,” explains Ernst & Young. For because they have a customer-centricof US $200 million. In the past five years, 19 years Entrepreneur Of The Year has approach aimed at generating valueunder Wolfington’s leadership, BZ Results shone a spotlight on the entrepreneurs who, and creating a measurable ROI forhas grown 6000%. During his tenure, through their vision and vigor, have created their partners.he has built a clear vision and strategy enterprises that blaze trails for others to Congratulations, Innovative Companies of the Year! Newtown Square, PA Coventry, RI To nominate a company for the award, contact us at: 9
  7. 7. The Automotive Technology Revolution It appears that BZ dealers are successful forAs publishers of one of the auto industry’s several reasons. BZ mastered search enginemost widely-circulated trade magazines, we and email marketing for their clients beforeconsider ourselves to be students of the car anyone knew anything about it. BZ clientsbusiness. This year we noticed a dramatic like their award winning websites and theirthe way technology is used by suppliers, best in breed CRM tools. “SAP Automotivemanufacturers, dealers and customers. As works with 17 OEMscustomers began using the web to shop for Bob Tasca at explains, “The and 39 suppliers.”vehicles rather than traditional advertising secret to the success of BZ’s system is thatsources, dealers responded by marketing they give us all of the tools and trainingonline and by using technology to better we need to get positive results without amanage and measure their customers and lot of effort. We need a simple strategy thatbusiness. Suppliers and manufacturers connects our entire business togetherhave learned to use technology to in a way that’s easy to implement or itimprove their productivity and make won’t work.” Mr. Tasca summed it upsourcing and building vehicles more when he said, “I do not want to work with of all sizes have reduced costs, improvedefficient. Technology has created a 15 different companies to get everything I performance, and gained the agility totidal wave in the automotive industry need to run my business. BZ’s system gives respond to changing business needs.and both SAP and BZ are helping their us everything we need to attract, sell andrespective customers stay on top of the service more customers profitably.” About the Awardwave to use its momentum to improve AutoSuccess honors Innovative companiestheir productivity and profits. SAP has more than 30 years in the business who inspire other businesses by pursuing of helping businesses grow. Founded in excellence in every aspect of their opera-About the Winners 1972, they are the recognized leader in pro- tions. We also honor the men and womenBZ Results was incorporated in 1998 viding collaborative business solutions for of these innovative, high-performingand in the last five years has become all types of industries and in every market. organizations who continue to blaze trailsthe industry leader in digital marketing, With 12 million users, 96,400 installations, for others to follow.CRM and consulting. and more than 1,500 partners, SAP is the world’s largest inter-enterprise software Innovative Company of the Year AwardBZ Results has grown 200-400% a company and the world’s third-largest winners can be nominated for next year’syear over the last five years and they independent software provider overall. SAP awards by contacting us at Innovation@Au-have increased their dealers’ sales has a rich history of innovation and growth Next year we will be addingand service profits by up to 1000%. that has made them a true industry leader. additional categories to honor more innova- Today, SAP employs more than 34,000 tive companies that serve the automotiveBZ Results is a technology and training people in more than 50 countries. that helps dealers and manufac-turers find, sell and keep more customersWhen we learned that SAP worked All nominees will be evaluated rigorouslyprofitably. Their system includes tools and with 17 OEMs and 39 suppliers we wanted by an independent board of examiners ontraining for the following areas of the to know why. The first thing we discovered the following criteria: Most innovativedealership: Marketing, Digital Marketing,from some of their customers is that SAP products & services, growth in client base,Search Engine & Email Marketing, Websites, Automotive professionals are dedicated company’s ability to increase productivityBDC, CRM Tools, New & Used Car to providing the highest & profits for their clients and the company’sSales, F&I, Service & Parts. level of customer service client satisfaction. and support. In addition,When we noticed that SAP has effectively leveraged The evaluation process will include an8 out of the top 10 their extensive experience in in-depth review by teams of examiners toeCRM dealers of “BZ Results works other industries to deliver clarify questions and verify information inthe year were BZ with 8 of the top 10 comprehensive range of the applications. Most importantly, we willclients, we decided eCRM dealers.” solutions to empower every profile the winners in our special Award edi-to take a closer look aspect of automotive business tion that will reveal the best practices of theat the company. operations. Finally, we have best companies in the automotive industry learned that by using today. SAP solutions, automotive organizations 10 To nominate a company for the award, contact us at:
  8. 8. Does Your TrafÞc Suck?Last month I sent out an email Finally, I relented. I recruited anto my list of subscribers with the awesome staff of people and wecontroversial headline titled, “Does began to make things happen. Justyour trafÞc suck?” It created a recently, a dealer client of mine hascouple of negative responses from experienced $200,000+ in grosspeople who said that the title was proÞt in Þve days. The dealer isoffensive. My reply was then and right now almost doing cartwheelsis now – “Get a life.” All of us have because of the success of the eventheard the term “Sucking wind.” and how it is being handled and heWhat’s offensive about that? has rebooked us for another event in the future. The list of these typesI want to make two points. The Þrst of results is long.point is that the worst thing youcan ever be in marketing is boring. MARK TEWART The question is, do you want to doThat title that was considered Tewart Enterprises something about your weak trafÞc?offensive by two people out of the If these types of events are not for60,000 it was sent to. The other you, I certainly understand. If youpart of the story is that title and that trafÞc day after day. Now that’s want those types of results foremail wound up making me, my offensive. your store or you are least curiouscompany, my employees and some to know how it works, call 888.our clients a small fortune. You In my previous email, I mentioned 2TEWART (888.283.9278) to Þndmay be asking yourself how. that for years, several of my clients out how it works. have asked me to provide staffedIn that email, I told the truth. The event sales. I have always declinedtruth was that trafÞc did suck for because I had seen mostly drunks,many dealers as it still does for many drug addicts and rogues who didnow. The domestic manufacturers those events. My apologies go Once again, call 888.283.9278cleared their inventories and pulled to those that don’t Þt into that Orthe market ahead by several months category. But even those people Email us at info@tewart.comand created a lot of low gross deals would have to admit what I’m Orfor many dealers. If you think the saying is true. Some of my clients Fax us at 513.934.4588 with thetitle of these emails have been wanted the huge boost in sales and word ‘sales event’ written onoffensive, you should consider how gross proÞt but didn’t want to have your business card.offensive it is to sit there with no to deal with mess afterwards. Visit to receive your free newsletter
  9. 9. BrianTracy The Complex Sale Today It used to be that we of sales presentation and focused intensely on decision makers, each of whom can influence would make a single many ways of closing the sale. Once we had the purchase. call to a single buyer made the sale, in many cases we never saw If that weren’t enough, there is more who would make a the customer again. competition than ever before, and it is more single decision on our determined and resolute than it has ever been product or offering. Today, everything is different. We must make in the past. Not only must we compete on theIn this simple form of selling, we used the multiple calls, an average of five or six, in basis of price, quality, services, capabilities,attention/interest desire/action (AIDA) model order to make the sale. We deal with multiple financing and warranties with many other vendors of our product or service, we must also compete with every other vendor of every other product or service who is striving to get the same customer dollar that we are after. Our competitors are extremely determined, driven the same as we are by tight markets and careful customers. They are committed to starting earlier, working harder, and staying up later thinking of ways to take our customers away from us. Our prospective customers are beset on all sides by every conceivable sales offering. Because they are drowning in details, options and choices, they are in no hurry to make up their minds. With markets changing and contracting, the amount of discretionary funds they have available has shrunken and they are more careful today than they have ever had to be in the past. The purpose of a business is to create and keep a customer. If a business does this in a sufficient quantity and with proper cost controls, it will make a profit. The profit is the result of creating and keeping customers efficiently. As the president of your own professional sales corporation, your job is to create and keep customers. And just as a company must continually restructure and redesign its product and service offerings to satisfy the changing tastes of a demanding and competitive customer marketplace, you as a sales person must constantly upgrade the quality and sophistication of your sales procedures and approaches if you are going to create customers in sufficient quantity. Here are two things you can do immediately to put these ideas into action. First, be prepared to make multiple calls on a customer to close a sale. Plan your sales work systematically so you always have a new reason for calling back. Second, think continually about how you have to change and improve your selling and your offering if you want to succeed in a tough market. Work on yourself every day and never stop getting better. Brian Tracy is the chairman and CEO of Brian Tracy International. He can be contacted at 866.300.9881, or by e-mail at 12
  10. 10. ChrisHanson Are You Insane December is one of my for sold and unsold that uses an evidence Take action. favorite months. Not manual, articles, phone scripts, video e-mail, If you are tired of living in insanity, it takes because December is a be-back CD, quarterly newsletter, monthly persistence, a desire to improve your career, big selling month but e-mail newsletter and thank you cards. If well-thought-out goals then action. Write because December is you would like more information on the down “The definition of insanity is: Doing the month to really go following sales tools, please e-mail me and the same thing over and over and expectingover the past year and decide what the next I will help you out. In today’s market you different results” – Albert Einstein. Make ayear will bring. It doesn’t matter if you sell need to be unique and innovative to hold on couple of copies and put them in your office,10, 15 or 25 cars a month, there is always to and gain new customers. at home and anywhere you will continuallyroom for improvement. Set your goals and see them. It will remind you to work on thedevelop an action plan for making it happen. If you are living in insanity, you will read goals you have set for yourself until theyDecember is a very crucial month and should this article and think, “Wow, these are great become habit. Don’t leave your career inbe taken very seriously. Not only do we need ideas; I’m going to do this.” And when you the hands of someone else. Take charge andto end the year with a strong finish but we wake up in the morning you will forget, do it yourself. Make some changes and youneed to put in place what we are going to procrastinate and continue to do what you will receive different results. With a cleardo for the next year. With setting goals for did yesterday and, unfortunately, you will vision we can make this upcoming year thethe new year comes a great responsibility receive the same results you did yesterday. best yet.because most people set their goals and In many cases, because you don’t haveforget to take action with them. a clearly defined path, the opposite can happen, you might start receiving resultsI think the biggest challenge most sales that are less than what you received. “Where Chris Hanson with Hibbing Chrysler can bepeople face is they live in insanity. What is there is no vision, the people perish,” contacted at 800.901.2862, or bythe definition of insanity? “Doing the same Proverbs 29:18 says. e-mail at over and over and expecting differentresults,” Albert Einstein said.Within this article I will give you someideas to consider as you make a plan for theupcoming year. Within my goals for the newyear I always consider the following:Set goals. Keep your customersSetting goals each year is a must. Allsuccessful people set goals. Without cleargoals you won’t know where you are going. for just pennies a day.If you need help goal setting, e-mail me and Iwill send you some ideas on how to set goalsand things to consider.Education.Be a student of the business. There are Loyalty DriverTM by .many books available specifically about is email marketing madeselling cars. In today’s automotive selling easy. Your own customizedcareer we have a wealth of information atour fingertips. There are also many CD and e-newsletter with profes-cassette sets from which you can learn about sionally written contentselling cars. If you don’t have a subscription and sophisticated report-to AutoSuccess Magazine and you’re notreading it cover to cover, you’re missing ing including our uniqueout. I have read every issue since I found this buy signal allowing you tomagazine two years ago. I read, highlight, know when your customertake notes and incorporate new ideas intomy process. I take action by incorporating is ready to buy.the new ideas I learn after I read an article.Sales tools.Are you using today’s sales tools? You must CONTACT US TODAYhave a follow-up program to keep track at 866-964-NEWS (6397) ext.214of customers, prospects, goals, monthly or email us at loyaltydriver@imninc.comincome, etc. A specific follow-up processdecember 2005 13
  11. 11. DavidKain The Two Week Press As a sales professional to effective marketing. These companies Day 9 actions: who is always looking spend millions of dollars each year to make E-mail: for ways to improve impressions on you or to connect with you 1. Reasons to buy e-mail. your results it is nice so keep your one or two e-mail messages Phone: to occasionally come or phone calls in perspective. With all the 1. No call. across an idea, a marketing your prospects receive in their e-product or a process that works consistently. mail each day it is no wonder your message Day 11 actions:Too often you have to experiment over and may not get their attention. E-mail:over to determine if something truly works. 1. Quick hello e-mail.I’ll save you the time. Here’s the framework: Phone: 1. Call the prospect once if the number isThe Two Week Press plays off the fact that Day 1 actions: available.a large percentage of your Internet buyers E-mail: 2. Leave a message.actually buy within the first two weeks after 1. Send an auto response or a personalthey submit the leads. By creating a strategy response acknowledging receipt of Day 14 actions:to address this phenomenon you will see the lead and your plans to serve the E-mail:more of your prospects make appointments customer. 1. E-mail from the manager offeringand buy more vehicles within these first two 2. Send a personal response focused on assistance.weeks. Sure you will have to keep marketing the customer’s request. Phone:to those who don’t buy but this is a solid Phone: 1. No to boost your sales and profits. 1. Call the prospect twice if a number is available. Simple and intensiveThe Two Week Press gets Internet prospects 2. Leave a message every time. It seems simple, and it actually is. It can beto respond, which in turn helps you improve labor intensive unless you have the tools andyour connection ratio, which improves your Day 2 actions: the right number of employees for your leadappointment ratio, which improves your E-mail: volume. Most of these actions take less thanclose ratio. A bit of a warning first – as with 1. Brand building e-mail to keep your a minute to complete so you will still findmost things that are worth doing – this is not name in front of the customer. yourself with plenty of time to interact witheasy and requires a steady approach and a Phone: those who respond. You will also need tobelief and understanding in how Internet 1. Call the prospect twice if a number is adjust for weekends and off days for yourprospects behave. available. team. 2. Leave a message every time.Elements of the Two Week Press Necessary Tools:The most basic element of the Two Week Day 3 actions: To do this effectively you need to use a leadPress is believing there is really a customer E-mail: management or CRM tool which can be setout there for you to sell and you just need to 1. Quick hello e-mail with personalized up to prompt you to take all these actions.get him or her to respond. Internet prospects information. This takes some time and some set-updon’t typically send leads for their own Phone: interaction with your tool provider but isentertainment as you tend to hear quite often 1. Call the prospect once if the number is well worth the effort when you recognizewith statements like, “I was just playing available. how much time it can save and the fact thataround online.” I liken this statement a lot 2. Leave a message. you can have multiple employees workingto a prospect that is “just looking.” I made a the same process.good living from the customers who bring up Day 5 actions:this knee-jerk objection. You can, too. Focus E-mail: Connecting is the keyon helping and being professional and they 1. Quick survey e-mail. If you recognize the fact that your role iswill come around. It works the same way Phone: primarily that of an Internet marketer youwith your Internet prospects. 1. No call. will do well with this. In this role you are only an Internet sales person when theThe second element of the Two Week Press Day 8 actions: customer decides to interact. I believe thatis the focus on connecting. If you listen or E-mail: you need to convince them you are thesee advertisements by marketing giants 1. Quick hello e-mail with personalized person that wants to sell them the Budweiser or Coca Cola you have to information.appreciate the effort they have gone through Phone: David Kain is the automotive Internet training specialist at Kain Automotive connect with you. They steadily market 1. Call the prospect once if the number is He can be contacted at 800.385.0095, orto you using multiple mediums that are available. by e-mail at, orpatient and creative – two very key premises 2. Leave a message. visit 14
  13. 13. AnthonyHall Don’t Wait to Start Prospecting The mission of an • Be late on promised follow-up calls or will help tremendously: automobile sales visits. person is to constantly • Waste time looking for lost • Learn to use the telephone in a prospect for new information. professional, pleasant and business- customers. We can’t • Improperly value your prospect like manner, then use it regularly. afford to wait for the inventory. • Constantly search for people who cancustomers to just walk in our showrooms • Fail to do mailing and other footwork give you a referral for every suspect onand buy our car. Your primary job is to sell due to disorganized prospect list. your list; or will they make a contactautomobiles with maximum profitability, • Become a compulsive procrastinator for you?and to accomplish this you must have quality when it comes to developing your • Look everywhere for the slightest cluesales prospects. prospect inventory. that the suspect’s buying status might be changing.Webster’s Dictionary defines prospecting 4. Remain alert for suspects who have theas “Solicititing, canvassing, druming up, potential to become qualified prospects. In 7. Continually upgrade your prospectingpolling, seeking, leading or campaigning.” today’s fast-paced society, people’s needs system and strategies. may change rapidly and radically, giving you1. Treat prospecting as the lifeblood of your prospects where you hadnt thought to look. • For a steady flow of fresh ideas, yousales career. Use power-packed prospecting: should read books, journals, magazine • Develop a prospecting mindset that and business news, listen to CDs, • Focus on quality. It is the only way automatically asks, “Is this person a invest in CD Roms, watch videos, you can spend most of your prime time prospect?” attend seminars and talk to other with qualified prospects. It is also the • Assume all suspects are prospects until successful sales people. only way you can have enough hours proven otherwise. • Above all, keep a positive attitude in a week to be successful. • Keep looking for new places to find about prospecting. Make a game of it, • Focus on quantity. Your success prospects. and become great at it. depends on having enough solid sales • Cultivate mutually beneficial leads. relationships with everyone who can Everyone we meet is a prospect for an • Focus on consistency. A steady supply give you leads or open doors for you. automobile or knows someone who is or of qualified prospects can enable you • Take full advantage of every effort by someone who soon will be. To successfully to avoid slumps and plateaus, eliminate your organization to generate leads. prospect, you must talk to people everywhere call reluctance and procrastination, and Maintain close alignment with your about buying an automobile. People like to keep you from pressuring current service department. do business with someone they know. So customers. • Make it your policy always to secure even a brief meeting will give them that • Do it now. Increasing your prospecting referrals from satisfied customers. familiar face and name to look for when they effectiveness is the fastest way to boost visit the dealership. your sales and income. 5. Stay in constant touch with active prospects through phone calls, periodic Automobile sales are nothing to be2. Treat prospecting as your most valuable mailings and personal contacts. Keep in embarrassed about; it is an honorabletime management tool. Remember that mind the Top of the Consciousness Principle profession that can support a family and sendyou are always looking for ways to better which states that: children to college. Willingness to talk aboutleverage your time: your profession and the service you offer is • The only certain way to ensure your essential to consistent production. Make a • Use it to avoid wasting prime time on customers think of you first is through commitment to ask one question to everyone people who are not qualified to buy, frequent, repetitious contact. you meet. “When are you going to buy your such as your fellow sales people. • Others are always competing for next car?” • Use it to ensure that you will always a finite amount of your prospect’s have enough qualified prospects to attention and dollars. The key to a successful sales career is keep you productively busy. • You never know when your prospect’s knowing how to open. And it all starts • Avoid time wasting through sloppy or motivation to buy will suddenly and with an organized, systematic approach to haphazard prospecting. dramatically increase. prospecting. After all, without an adequate • You need to be sure that he or she supply of prospects who would you sell your3. Take an organized approach. Never keep thinks of you or your product first automobiles and service to, anyway?leads on scraps of paper or post-it notes. Use when they evaluate how to fill theira contact management program. Whichever transportation needs.platform you choose, select one that ensures Anthony Hall is a training consultantyou will never: 6. Rework your suspect inventory regularly at Ziegler Supersystems. He can be to try to upgrade suspects to the status of contacted at 800.610.9047, or by e-mail at • Lose or forget about valuable leads. qualified prospects. A good filing system 16
  14. 14. TonyDupaquier It is a Good Car, However ... In cases when vehicles average repair bill is for your store. Include have the reputation of all repair bills such as factory warranty and being higher quality service contract work, not just what the vehicles, customers customer pays. may not see the need to purchase a service Another close that works very well with many contract. Knowing how to overcome this customers is the Racecar Close. This close perception is crucial for business managers works well if the customer has any interest to learn. in motor sports. It is important, however, to find out beforehand if the customer has ever Consider the main reason for which the watched racing on TV or ever attended a customer is looking to trade – to reduce the race. This close will be even more effective if cost of ownership. Explain to your customers you can find out who the customer’s favorite that a vehicle service contract does just that driver is. by allowing him or her to budget in the cost of repairs upfront. “Have you ever watched racing on TV?” If you have asked the customer if he or The classic close for customers who do not she likes motor sports, the answer will see a need to purchase a VSC is the 99.9 probably be “Yes.” “What is the number Percent Reliability Close, which is: one reason drivers do not finish?” The customer should say, “They crash.” “Mr. or Mrs. Customer, would you be “Right, and what is the second reason happy if your vehicle was 85 percent they do not finish?” Lead the customer to reliable, meaning 15 percent of the time say, “They break.” “Correct.” it would be un-drivable and in the shop?” To this question, the customer’s response “In today’s highly competitive racing will likely be “No.” “Of course you arena, the teams use the absolute wouldn’t. Would you be happy if your best materials and the most modern new vehicle was 99.9 percent reliable?” technology to generate the best At this point, the customer’s reply should reliability. The technicians building be “Yes.” So would I. That percentage these cars are the absolute best in the means there is one-tenth of a percent business. If while using the best of the chance that there would be a defect or best, the teams still have problems with failure in the vehicle. Considering your failures in only a few hundred miles, new vehicle’s 16,000 moving parts, that isn’t there a good chance that today’s would mean 16 parts may be defective production vehicles that are built on an or could experience a failure during your assembly line could have a failure in the ownership. Taking into account that your tens of thousands of miles you intend to factory limited warranty would cover drive? Wouldn’t it make sense to make eight of those parts, that would mean a small monthly investment and protect eight parts would be your responsibility. the more than 16,000 moving parts inside your new vehicle while having “The average repair bill here at our courtesy transportation and the security dealership is $583, so you could be of roadside assistance?” exposed to up to $4,664 in repairs. Wouldn’t it make sense to spend less than Using the Racecar Close is extremely half that amount by spreading it over the effective and an excellent way to build term of the loan? This would ensure that additional rapport with your customers. your vehicle is always working properly and that you would have alternate Once you enlighten your customers with transportation plus the convenience of some insightful logic, most will see the need roadside assistance, with only a small and value of a VSC. Even though a customer deductible when that problem occurs?” is buying a quality vehicle, a VSC is the best investment that he or she can make. It is important to do some research before using this close. You want to have an Tony Dupaquier is the director of accurate number for the amount of moving F&I training for American Financial & parts inside the vehicles you sell. Remember: Automotive Services Inc. He can be A single bearing, alone, may have up to 60 contacted at 866.856.6754, or by e-mail at parts. You will also want to know what the
  15. 15. DougHall The Trust Power of Saying ‘No, We Don’t’ MUST-SEE COMPANIES NADA 2006 Selling cars is all about Be open about what your vehicle can and getting to the yes. But can’t do. What are your strengths and did you ever think weaknesses? When you add them together, that revealing a no do you still win? If your combination of might be the quickest standards and options is superior, why not route to getting your make the differences open and easy forcustomer to say yes? customers to see for themselves?One research study found that trust was the Underpromise, but be sure to overdeliver.primary driver of increased persuasion when Develop a reputation for delivering morefeatures were disclaimed. What does that than you promised. If you promise amean? When sales people say, “No, we don’t customer their new car will be ready onoffer that,” a customer is more likely to be Wednesday, be sure the car comes in onpersuaded to buy a car. Tuesday and call them in advance with the good news. Be known as the sales personIn this research study, a set of customers was who exceeds expectations rather than theshown ads for two products. The first product one who regularly exaggerates.claimed to be great for everything. Thesecond product claimed to be great for most Make the sale contingent upon yourthings, but admitted that the competition evaluation. When there is even the smallestwas better in two areas. Research found that doubt in your mind about whether a car iscustomers believed the ads that admitted the right for your customer, say so.competition was better in two areas to besignificantly more truthful. Talk about your company’s history of success and failure. With experience, youPut yourself in your customer’s shoes. You’re will learn the strengths and weaknesses ofshopping for a new car, and after reviewing your vehicles. Without telling competitivea few Web sites you’ve decided to stop by secrets, relate your experience about whenseveral dealerships. All the cars looked great your cars have been perfect for customers,on the Web sites, but you just know there AND when they have not. The fact thathas to be a catch. You start talking to a sales you’re willing to admit to less-than-person, and all you hear is yes. spectacular results – even if you think a sale is guaranteed - will dramatically increase“Yes, we offer rebates.” your customer’s trust.“Yes, we can get you approved for a loan You can even find ways to make one of yourtoday.” weakness stories funny – if your company“Yes, we have a 5-year, 100,000-mile has done something that fixed the problemwarranty.” and made customers happy. This will put“Yes, we have the car that’s perfect for you the customer at ease and show them thatright here.” your company listens carefully to buyer feedback.So as the customer, you’re starting to wonder– what’s the catch? What you really want to When you simply state just a few of yourknow is – “What’s the ‘no’ going to be?” product’s weaknesses, you can more easily earn your customer’s trust. By being open,This is where many sales people fail, because the customer will recognize that you’rethey’re afraid to say no to a customer. You’re helping them make a decision, which willso busy accentuating the positives that you help you get them to say yes.forget one important thing every car buyerknows: no vehicle is perfect. To be able The bottom line is you want your customers’to make a decision, the customer wants to trust, and one of the best ways to earn itknow the pros AND the cons. They want is by saying, “No, we don’t.” Offer a fullto be able to trust you, and hearing the “no” disclosure, and your no will more easily leadwill actually make it easier for them to put your customers to yes.their faith in you. If you don’t believe that,believe this: Either they’ll hear the “no” Doug Hall is the CEO and founder offrom you – and you’ll have a chance to save Eureka! Ranch. He can be contacted atthe sale and earn their trust – or they’ll find 866.872.8109, or by e-mail atthe negatives themselves and wonder what, or visitelse you were holding back. 2005 19
  16. 16. PattiWood The Power of the Steeple You’re in a meeting differing opinion and wants to shoot a height comes into play. The higher someone and your boss kicks “cannon” at you. Sales people need to be holds the steeple crown, the more power that back and puts his very careful not to use this gesture when person feels or desires. hands behind his head. responding to a question or comment from He has just put on his a prospect. The cape and crown gesture crown to show you A steeple raised and locked behind the head,his power. The steeple gesture is created by Hidden steeple with the head tilted up and elbows extended,the person holding his or her hands together The hidden steeple is like the low steeple sends several power cues. The head is aboveand linking fingers together so the knuckles except that the hands are deliberately hidden the centerline, showing superiority. The V ofpoint upward. Or, in another way, placing below a table or desk. This one may be hard the elbows extend outward, like a cape, takehands together and locking thumbs while the to spot, but if you see it, don’t hesitate to take up lots of space making the person’s headfingers point upward like a church steeple. In action. It signals the person is confident in appear larger and elbow points are arrow-general, a steepler is showing you that they his or her ideas. It’s a gesture to use if you like weapons pointing outward in attack. Theare thinking and processing information. are shy, lack confidence and just need to do hands locked behind the head indicate theThere are several variations of this gesture. an acceptable version of holding your own person is locked in his or her viewpoint. The hand to feel better. One can put his or her chest is exposed, puffed out and vulnerable,The high steeple hands in a steeple when they begin to feel a indicating a strong sense of personal power.In the high steeple, elbows touch the table loss of control or power. The act of holdingwhile the forearms are raised, causing the steeple can give you more control. Just as we use gestures and touch tothe steeple fingers to point upward. Both communicate to others, we also use certainChurchill and Gorbachev used this steeple. Praying steeple gestures to comfort, control or communicate The praying steeple features hands clasped with ourselves. These gestures involveThe high steeple is often used by those and upwardly pointed fingers, interwoven self-touch and serve as unconscious self-delivering an expert opinion, such doctors, for prayer. regulating mechanisms.lawyers, academics or by people who havean expert or perhaps conflicting opinion on Crown steeple Join your hands together, put them behindthe topic. If you do not ask a question, the You see the crown steeple when the steeple your head, because now you know the powerperson with the high steeple will maintain fingers are unfolded or the interlaced hands of the steeple.his or her present opinion. are held high around the back of or on top of the head like a crown. This gesture hasLow steeple or the cannon meaning outside the context of the rest of Patti Wood is the president ofThis is a defensive steeple characterized by someone’s body language sentence. Communication Dynamics. She can beelbows touching the arms of the chair while contacted at 800.849.3651, or by e-mailthe forearms and steeple point forward. The As the name suggests, the crown steeple at, or visitperson using the low steeple has a strong is also a power gesture. With the steeple, INCREASE PROFITS UP TO 500% W I T H A U T O A C H I E V E R S O F A M E R I C A Our Signature Service has been exclusively designed to increase front and back end profits up to 500%. 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  18. 18. MichaelYork To Be or Not to Be, The Answer is in the Becoming I’m sitting on a plane Jim Rohn convinced me that Zig was right understand that in issues involving top waiting to take the and I really should set goals. And that if I performance, high achievement, getting the return flight home to did, my life would dramatically change. most out of a big life, etc., I did not need to Charlotte when I can’t be running with the 97 percent! help but be drawn to I knew I should probably set some goals, a conversation behind that it would be a good idea … but did I Another way it’s been said is to watch whatme between a little girl and a woman who really have to go to all the trouble of actually nine of 10 people are doing, and don’t domust be her mother. writing them down? Couldn’t they just be that! These goal questions were questions something in my head? Something I wanted to ask myself. Once you put something on“I want to BE … a pilot!” The little girl to do, be or have? Wouldn’t that be enough? your goals list, then ask if that’s really yourannounced loudly. “I want to BE … a rock The answer? No. So how can you become goal. Would it be right and fair to everyone?star! I want to BE … an artist!” As she an uncommon individual who sets goals? Can you really commit to it? Can you seecontinues with her list of “I want to BEs,” It’s easy to do … but as always, easier not yourself reaching the goal?the woman tells the little girl, “You can BE to do.anything you want to BE, but it will take lots Other questions were about becomingof schooling, lots of practice and hard work, 1. A goal isn’t really a goal unless you happier, healthier, more prosperous, havingand …”. capture it on paper. more friends, peace of mind, becoming more And even in today’s computer society, I secure and improving relationships withTrue enough. And good advice. Here’s the believe it should be hand-written. Something others. And only if I wanted all those thingsrest of the story. The reality of this exchange that you recognize as your own writing, and should I really become serious about settingis in instruction that not only requires that it was important enough that once upon goals.understanding for children, but for adults as a time you wrote it down. Note to me, “Let’swell. Before we can “BE” anything, we must do this.” Now you’ve got yourself a goal. 4. Life is big.commit to becoming. Goals make it bigger. And “big” really is And somehow, at that very moment, you available. Goals are a part of the processBeing is what many people say they want begin to be pulled toward that thing that of becoming. Life is bigger than work: notor wish for. “I wish I could be …”, Why you’ve now written down. You’ll find everyone got the memo on that one. Don’tcan’t you? How could you? Shakespeare’s yourself thinking about it at the oddest hours just have work goals, have life goals. Andquestion is one most all of us have heard, and all during the day. Each time you read don’t let someone else set goals for you. You“To be or not to be ...”. Better question, it, it compels you to answer “Are we there go first.“What am I prepared to commit to in yet?” Or it should.becoming whatever it is I want to be?” Want to add direction and purpose and Zig’s plan for goals was simple enough. It passion to your life? Want to think and“Being” is great. Becoming is the process was really just two basic steps: act differently? Here is the law of inertiathat takes us there. Fact is, most people 1. Ask a series of questions that propels you in a certain direction evenwon’t do what it takes to be great … even 2. Make a list though there are many unknowns along thewhen they know what that is! way. It is the commitment to becoming that 2. It takes a commitment to becoming. will one day allow you to be.Anyone who’s ever participated in (or even The really big problem I saw right up frontwatched) sports, knows about goals. Hit the is that he told me this process of beginning What are you becoming? And what is itball, throw the ball, catch the ball. Shoot, to set goals would take about 10 hours. Ten you’d like to be one day? Make your lifescore, win! hours? Actually, a minimum of 10 hours … bigger by thinking about, and writing down and maybe as much as 20 hours! Twenty your goals.Most of those goals would be in the hours?immediate future, so they’re referred to It is never too late to be what you might haveas short-term goals. And that is the most Well, that’s it then. I just didn’t have 20 become. Why not start today?popular kind in today’s society. Only hours I could pull out of a hat just to beginchampions think about longer-term goals, this goal-setting thing. Then he said … If you’d like to get going with your newlike winning a championship, creating a “That’s the main reason only 3 percent of goals, send me an e-mail and I’ll send youlegacy or designing a life. the population have clearly defined their my short list on “Uncommon Goals” how to objectives in life.” set them and how they can work for you!While wanting and wishing are common,setting goals - I mean actually thinking about Aha! That proved my point, most everyoneit, going through the process of writing down agreed with me! Is that your defense? Thewhat you want, and continuing the process court of popular opinion rarely leads to bigof achieving them - is most uncommon. The life or big success. Michael York is an author and professionalevidence of history bears it out. speaker. He can be contacted at 3. In matters of top performance and high 800.668.5015, or by e-mail atIn 1978 I was introduced to Zig Ziglar and achievement, don’t follow the crowd!, or visitgoal setting. It would be 10 years later before It was only later in life did I begin to 22
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  20. 20. TomGegax Draw Up Tomorrow’s Roadmap The strategic plan Show me a leader who avoids planning assumptions kept us on our toes. flows into team and I’ll show you a leader afraid of change. objectives, which It’s human nature. Grooves are safe and Whether you’re running with the bulls or flow into operating comfortable. Too much comfort, however, laying low with the bears, strategic planning plans, which flow dulls the senses. You may think you’re at is straightforward. Frame it with a searching into individual goals, the top of your game when you’re actually question: How can we take advantage of ourwhich flow into action plans, which, finally, skating on thin ice. strengths and opportunities and neutralizeflow into results. our weaknesses and threats? Fix your eye The best leaders expect change, embrace it on your SWOTs (strengths, weaknesses,Every choice, every decision, every single and inspire others with its promise of new opportunities, threats), and the right planaction traces back to the strategic plan. opportunities. Managers who stubbornly begins to unfold. cling to the status quo inevitably hasten aSeat-of-the-pantsers, particularly in smaller change in their own status. I’m reminded of a Strategic planning’s eight steps:organizations, consider strategic planning as woman who attended a change managementa waste of time. Markets change too rapidly, seminar only to walk away disappointed 1. Identify SWOTs.they say. It’s true — long-term plans are that the subject was managing change, not You need clarity on every issue you’resubject to the whim of unexpected events. changing managers. facing. In July (or six months prior toAnd strategic planning is conceptual, at the next fiscal year), schedule a series ofbest, when planning out five to seven years. Weave the management of change throughout two-hour brainstorming sessions with repsBut short-term and mid-range strategic your strategic planning process. Twice a from every group of stakeholders, fromplanning are absolute necessities. Certainly month, at executive-committee meetings, department heads and customers to vendorsyou can’t plan for every possibility, but people reported on what was new and different. and the rank-and-file. Each group has its ownfailing to methodically look out a year or What was the competition up to? What did point of view. Collect plenty of observationstwo can be fatal. customers want that they didn’t want a year — macro, micro and everything in between ago? What new tipping-point technologies — about internal strengths and weaknessesPlanning change, changing plans. were in play? Continuously challenging our and external opportunities and threats. Keep MUST-SEE COMPANIES NADA 2006 24