Driving more business to
dealers is what we live for.
(Of course, we also love that
“Highest in Dealer Satisfaction with Online Buying Services for Used-Vehicle Leads”
We're proud that dealers ranked AutoTrader.com highest in a J.D. Power and Associates study that
looked at business generation, lead transmission, support and service, advertising, and fees. But we're
not surprised. After all, we are the Ultimate Automotive Marketplace, with more shoppers and more
successful dealers than anyone.
Call 1-888-249-6860 today, and let us steer more business your way.
The smarter place to buy and sell a car.
AutoTrader.com received the highest numerical score for used vehicle leads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction with Online
Buying Services StudySM. The study was based on 1,010 dealer evaluations in June-July 2006. Your experiences may vary. Visit jdpower.com.
move the crowd. crush the competition. count the money.
J&L Marketing knows that every dealership Contact one of our Business Growth Strategist
I bet you never thought of this idea for January!
reaches it’s potential in a diﬀerent way. That is at 866.856.6782 to discuss how each of these
why we oﬀer three diﬀerent roads to success programs and others can be used in your
I know, it’s late December and you’re worried about closing out the year – right now you’re probably not thinking
- all with intense beneﬁts! dealership to produce amazing results! about what you need to do in January. Well, I have an idea for you that you probably have not considered in the past.
We study response rates and closing percentages on a week-to-week basis and measure every aspect of the direct mail
Events Weekly Campaigns promotions we create. One thing we obviously look at is how well promotions do on a particular day of the month
Case Study: Missouri Chevrolet Dealership Case Study: Pennsylvania Hyundai Dealership Last year we noticed that Martin Luther King Day was one of our best days in terms of response rate and, more
importantly to you, the amount of cars sold. I’ve researched the direct mail promotions we created on Martin Luther
• 3-Day, high impact sales promotion (no outside sales teams). • Appointment-based sales strategy where customers call to set a King Day for 2002, 2003, 2004, 2005, and 2006 and sure enough those years were equally successful. In fact, these
• As an appreciation of past business, previous customers were invited 60- minute presentation with a member of the sales team. promotions performed so well that 94% of the dealers who ran a promotion on that date last year have already agreed
to the dealership to take advantage of year-end savings. • Dynamic website created for each customer. to run another promotion this year Monday, 15 January 2007!
• Dynamic website created for each customer. • Allowed customers to schedule appointments on their own
• Increased response rate time, increasing response rates
• Built database with customer information for future Why are these promotions so good?
• Gathered valuable data for future mailings
• Built credibility and provided additional information mailings
• Produced instant internet leads with qualifying • Produced instant internet leads with qualifying information Well, if you think about it, the answer is simple. Just like President’s Day in February, people are oﬀ work, which
information • Drives quality appointments into the dealership during the slowest means they have the time to come into your showroom and buy a car. Plus, because Martin Luther King Day is not
• E-mail blast times of the week. recognized as a typical “sale” day, your competitors will probably not take advantage of it (unless they are reading
• Increased response rate this advertisement too). All you have to do is give your previous or potential customers a reason to come to your
1,501 mailed showroom - not your competitor’s.
7,500 mailed 25 respondents (1.67%)
93 respondents (1.24% during three days) 10 sold (40%) We have a complete lineup of tested promotions that ran on previous Martin Luther King Days and are proven to
24 sold (25.81% during three days) be extremely proﬁtable. You need to make the decision now to have your dealership participate in this powerful
January promotion date. Just call my oﬃce right now at 866.856.6782 and ask for Sarah Amburn or e-mail her at
Numbers do not include additional responses and number of vehicles sold from the
Internet and phone prior to event dates.
email@example.com and we will send you these incredible promotion ideas as soon as we hear from you!
Don’t let your 2007 sales start oﬀ slow. That will not be good for the morale of your store. Use this opportunity and
Hybrid Events get 2007 oﬀ to the type of start you really want. Contact us now!
Case Study: Tennessee Honda Dealership
• Pre-registration program for previous customers that utilized direct 11,267 mailed
mail and personalized dynamic websites. 108 respondents (.96% during three days) Scott T. Joseph
• Dynamic website created for each customer. 21 sold directly from mail piece, prior to event date President
• Captured customer’s buying interests (19.44%) J&L Marketing, Inc.
• Follow-up postcard
60 sold during event dates (55.56%)
• Used as a reminder to customer of appointment.
• Follow-up 3D mailer 81 total sold, not including follow-up P.S. As an added bonus, if you are one of the ﬁrst 25 dealers who contact us, we will create a specialized web page for
• Used as a reminder to customer of appointment. each potential buyer you mail to for FREE! Contact us now at 866.856.6782 for more information on this powerful
• HTML E-mail conﬁrmations tool proven to increase your response rates.
• Used to repeat customer’s information back to them
and remind them of appointment.
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The Power of
sales and training solution
Perhaps the most “emotional solar plexus.” happens, you will not allow it to get you
powerful inﬂuence down. You will respond in a constructive way.
on your attitude and The optimistic person, however, soon moves You will take a deep breath, relax and look
personality is what beyond this disappointment. He responds for whatever good the situation may contain.
you say to yourself, quickly to the adverse event and interprets When you make this decision in advance, you
and what you believe. it as being temporary, speciﬁc and external mentally prepare yourself so that you are not
It is not what happens to you, but how you to himself. The optimist takes full control of knocked off balance when things go wrong,
respond internally to what happens to you, his inner dialogue and counters the negative as they inevitably will.
that determines your thoughts and feelings feelings by immediately reframing the event
and, ultimately, your actions. By controlling so that it appears positive in some way. Second, neutralize any negative thoughts or
your inner dialogue, or “self-talk,” you can emotions by speaking to yourself positively
assert control over all dimensions of your life. Since your conscious mind can hold only one all the time. Say things like, “I feel healthy.
thought at a time, either positive or negative, I feel happy. I feel terriﬁc.” As you go about
Your self-talk - the words that you use to if you deliberately choose a positive thought your job, say to yourself, “I like myself, and
describe what is happening to you, and to dwell upon, you keep your mind optimistic I love my work.” Say things like, “Today
to discuss how you feel about external and your emotions positive. Since your is a great day; it’s wonderful to be alive.”
events - determines the quality and tone of thoughts and feelings determine your actions, According to the law of expression, whatever
your emotional life. When you see things you will tend to be a more constructive person, is expressed is impressed. Whatever you say
positively and constructively and look for the and you will move much more rapidly toward to yourself or others is impressed deeply
good in each situation and each person, you the goals that you have chosen. into your subconscious mind and is likely to
have a tendency to remain naturally positive become a permanent part of your personality.
and optimistic. Since the quality of your It all comes down to the way you talk to
life is determined by how you feel, moment yourself on a regular basis. In our courses Third, look upon the inevitable setbacks
to moment, one of your most important of problem solving and decisions making, that you face as being temporary, speciﬁc
goals should be to use every psychological we encourage people to respond to problems and external. View the negative situations as
technique available to keep yourself thinking by changing their language from negative to a single event that is not connected to other
about what you want and to keep your mind positive. Instead of using the word problem, potential events and that is caused largely by
off of what you don’t want, or what you fear. we encourage people to use the word situation. external factors over which you can have little
You see, a problem is something that you deal control. Simply refuse to see the event as being
You are continually faced with challenges with. The event is the same. It’s the way you in any way permanent, pervasive or indicative
and difﬁculties, with problems and interpret the event to yourself that makes it of personal incompetence of inability.
disappointments, with temporary setbacks sound and appear completely different.
and defeats. They are an unavoidable and Fourth, remember that it is impossible to
inevitable part of being human. But, as The hallmark of the fully mature, fully learn and grow and become a successful
you draw upon your resources to respond functioning, self-actualizing personality is person without adversity and difﬁculties.
effectively to each challenge, you grow and the ability to be objective and unemotional You must contend with and rise above them
become a stronger and better person. In when caught up in the inevitable storms of in order to become a better person. Welcome
fact, without those setbacks, you could not daily life. The superior person has the ability each difﬁculty by saying, “That’s good,” and
have learned what you needed to know and to continue talking to himself in a positive then look to ﬁnd the good in the situation.
developed the qualities of your character to and optimistic way, keeping his mind calm,
where they are today. clear and completely under control. The Finally, keep your thoughts on your goals and
mature personality is more relaxed and aware dreams on the person you are working toward
Much of your ability to succeed comes and capable of interpreting events more becoming. When things go wrong temporarily,
from the way you deal with life. One of the realistically and less emotionally than is the respond by saying to yourself, “I believe in
characteristics of superior men and women immature personality. As a result, the mature the perfect outcome of every situation in my
is that they recognize the inevitability of person exerts a far greater sense of control life.” Resolve to be cheerful and pleasant, and
temporary disappointments and defeats, and and inﬂuence over his environment, and is far resist every temptation toward negativity and
they accept them as a normal and natural part less likely to be angry, upset or distracted. disappointment. View a disappointment as an
of life. They do everything possible to avoid opportunity to grow stronger.
problems, but when problems come, superior The key to becoming a highly effective person
people learn from them, rise above them, and is monitoring and controling your self-talk at When you practice positive self-talk, and
continue in the direction of their dreams. all times. Keep your thoughts and your words keep your words and your mental pictures
positive and consistent with your goals, and consistent with your goals and dreams, there
There is a natural tendency in all of us to keep your mind focused on what you want to is nothing that can stop you from being the
react emotionally when our expectations are do and the person you want to be. success you are meant to be.
frustrated in any way. When something we
wanted and hoped for fails to materialize, Here are ﬁve ideas you can use to help you to Brian Tracy is the chairman and CEO
we feel a temporary sense of disappointment be a more positive and optimistic person: of Brian Tracy International. He can be
and unhappiness. We feel disillusioned. We contacted at 866.300.9881, or by e-mail at
react as though we have been punched in the First, resolve in advance that no matter what firstname.lastname@example.org.
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sales and training solution
Avoiding Awkward Beginnings
When you meet make them feel important. Second, it will will come in looking for a minivan, but fall in
someone for the ﬁrst help you remember their names. love with an SUV. Someone else might come
time in your dealership, in seeking the same kind of vehicle they’ve
your goal is three-fold. In this business, we meet a lot of new driven for 15 years even though their driving
You want to get them people on a regular basis. Learning simple needs have changed. You could easily help
to: strategies to remember names is important. them see the advantages of a different type
1. Like you I recommend repeating the clients’ names to of vehicle…if you ask questions about their
2. Trust you, and yourself four times immediately after they needs.
3. Want to listen to you. give them. It’s a strategy I’ve used for over
30 years and it works. Bob and Sally Brown. It won’t hurt if, in conversation, you are able
Those three elements are absolutely Bob and Sally Brown. Bob and Sally Brown. to tell them about a situation with another
necessary in order for them to make a buying Bob and Sally Brown. client they may be familiar with (maybe a
decision based on the information you share friend who referred them to you) or where
with them. Another way to be likable is simply to smile. you demonstrated dependability. Be careful
It may seem obvious, but if your mind is on not to sound like you’re bragging. Use the
If they came in after calling and speaking a personal matter or if you’re worried about term “we” as in “we, the company” when
with you, it’s likely you said the right things meeting your quota this month, it’ll show in relating information about other clients or
on the phone to get them to at least come your face. Your face muscles will tense up. situations. That way, if they’re even the least
in and see what you have available in both You won’t be smiling and the prospective bit shaky on their opinion of you, they’ll
vehicles and terms. You’re starting out on clients will likely see dollar signs in your build faith in the fact that the company stands
the right foot here. They’ll be curious to eyes. To avoid that situation, really look behind their promises.
learn more. That means they’ll be listening at your clients (don’t stare them down)
to you. and smile with your whole face. You’ll be Look and listen for ideas of what’s important
focused on them. Anything else that’s been to this person beyond their interest or
However, their curiosity will only take them on your mind will be forced away for the need for a vehicle. If you don’t see or hear
so far. Once they’ve gotten the basic idea of time being. anything that you would feel comfortable
what you have to offer, they’ll need to like asking about, don’t become anxious. You
and trust you enough to want to do business It’s human nature to like people who are like don’t want to create an awkward situation
with you rather than taking their newfound us or who we recognize as complementing by looking like you’re struggling to come
knowledge to another dealership to see what our personality styles. People tend to like up with a subject. Avoid the weather unless
might be different or better there. others who smile, make eye contact, are there’s some unusual weather phenomenon
courteous and are interested in them. These occurring. It’s just too trite.
To help people to like you, you must be traits make those with whom you come in
likable. That’s pretty simple. Develop the contact feel as though they are important to Train yourself to keep in mind “like me, trust
traits you admire in someone you deem as you. me, want to listen to me” when approaching
being likable. These could include having every prospective client and you’ll soon ﬁnd
a relaxed manner. Understanding and using To begin building trust, establish common yourself doing the things you need to do to
some of the more formal courtesies is also ground. If you’re a fan of the same sports win them over.
helpful. This includes introducing yourself team, if you have children the same ages, or
with both your ﬁrst and last name. Use the if you belong to the same community service
clients’ last names, ie. Mr. Smith, Ms. Jones, organization, they’ll see how much you are
until you feel them warming up to you. like them. Seek areas of common ground
Then, you will have earned the right to ask by asking questions about the situation that
to use their ﬁrst names. If they only give you has brought them in to see you. You need to
World-renowned master sales trainer Tom
their ﬁrst names, that’s a sign they don’t trust determine their needs without coming across Hopkins is the chairman of Tom Hopkins
you yet. Go ahead and use their ﬁrst names a as if you’re interrogating them. International. He can be contacted at
few times during your initial conversation. I 866.347.6148, or by e-mail at
recommend this for two reasons. First, it will It happens plenty of times that a young couple email@example.com.
sts fos ls ms sf ﬁs
sales and training solution
What does it take
car sales people on the planet. He went from • Hustle is getting the order, because
to be really great in sales person…to manager…to dealer…to you got there ﬁrst or stayed with it
car sales? That’s the dealer group owner in 15 fast years. He was a after everyone gave up.
million-dollar question huge motivator and teacher to all and inspired • Hustle is shoe leather and elbow grease
everyone wants to many associates to reach new heights. His and sweat and missing lunch.
know. philosophy was simple. Robert’s reason for • Hustle is getting prospects to say “yes”
living was God, family and selling cars, in after they’ve said “no” 20 times.
Is it detailed product knowledge? Yes. Is that order. He was great at all three. • Hustle is doing more unto a customer
it a professional appearance? Yes. Is it than the other guy is doing unto them.
an outgoing personality? Yes. Is it your Robert died in a plane crash on the way back • Hustle is believing in yourself and the
clothing? Yes. Is it your product? Yes. Is from a dealer meeting in Las Vegas. I think business you’re in.
it your location? Yes. Is it your dealer’s about him and the hustle often and see if I • Hustle is the sheer joy of winning.
reputation? Yes. am living up to his expectations. He died a • Hustle is being the sorest loser in
winner in life and in sales. I hope I can say town.
All of these contribute to your success. But,
the same. Examine yourself and see if you • Hustle is hating to take a vacation,
if you really want to know, there is one magic
have the hustle. because you might miss a piece of the
ingredient that will make or break you:
“The hustle.” It is the difference between
The following exempliﬁes what Robert was • Hustle is heaven if you’re a hustler.
selling ﬁve a month or 20 a month. It is the
all about. This was printed in the eulogy at • Hustle is hell if you’re not.
difference between making a paycheck or a
great living. It is the difference between a job Robert’s funeral.
and a great career. David Thomas is the owner of Subaru
What is Hustle? of Dallas. He can be contacted at
Robert Fry was a great friend and mentor to • Hustle is doing something that 866.429.6803, or by e-mail at
me for many years. He was one of the best everyone is certain can’t be done. firstname.lastname@example.org.
You Do the Math!
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fs feature solution
Chemistry Effective Leads
What do chemistry and leads have in digital marketing campaigns, it is important Most dealerships that buy sales leads usually and showroom trafﬁc. However, just having
common? Chemistry is the study of the to understand the chemistry - the basic have low-closing ratios and not much to a great Web site does not mean that leads will
transformation of matter. Like this branch elements - of effective lead generation. show for their efforts. It is more difﬁcult appear automatically. Successful dealerships
of science dealing with different elements to close a third-party lead because the same are utilizing Search Engine Marketing
and their reactive characteristics, the science What elements make a lead effective? A leads are being sold to your competitors as strategies to attract consumers searching for
of effective lead generation also has to do lead in itself is not a sale. It is simply well. Additionally, there is a potential that vehicles onto their sites.
with analyzing characteristics of prospects an indication that a potential buyer has your dealership’s “safe harbor” compliance
in an effort to achieve targeted reactions. In expressed an interest in your product. In could be jeopardized. If the purchased leads Search Engine Optimization
the case of leads, the desired reaction of the order for your dealership to reap the beneﬁts are on a federal or state “do not call” list, this Every Web site should be optimized. Search
prospect is the transformation of their desire of successful online marketing, conversion is could subject your dealership to costly ﬁnes. Engine Optimization is the ongoing process
into a sale. But, before this transformation the key. To successfully convert a lead into of developing and coding your dealership’s
can take place, the leads must be generated. a sale, you must generate high-quality leads Natural Leads custom Web site in order to promote the site
that produce high conversion ratios. Let’s Natural leads are pure leads generated from and increase the probabilities that it will
The Basic Elements analyze the different types of leads that your your own Web site. Most successful dealers appear at the top of the most popular search
In the technology-saturated world of digital dealership can generate, and what methods have transformed their Web sites into lead- engine results. SEO involves comprehensive
marketing, it may surprise you to hear that are used to produce potent sales leads. generating machines. These leads generated market keyword research and analysis to
successful Internet marketing is not all about by a strategic Search Engine Marketing ensure the relevance of keyword phrase “Within 120 days of implementing our
trafﬁc. Getting the right kind of sales lead Synthetic Leads campaign will produce higher closing usage in your dealership’s Web site copy.
into your dealership is the key to success. Every lead is not a good one. Some leads are ratios and higher gross proﬁts. Natural lead When a consumer searches for a targeted eCommerce strategy, along with our
Before you spend thousands of dollars on hard to close and generate little gross proﬁt. generation is a cost-effective way to improve
your bottom line and turn your business
product in your region, you want to dominate
the search results and get rated ahead of
BuzzTrak CRM Tool and Virtual Test Drives,
into a 24-hour marketing machine for your your competitors. Ed Naczi, Jr., Director of we more than tripled our online sales.”
dealership. There are a number of ways to eCommerce at Honda North says, “I believe
generate your own sales leads. in the power of this technology. After two ~ Ed Naczi, Jr., Director of eCommerce at Honda North
months, our Web site provider was able to get
Formula for Effective Lead Generation www.HondaNorth.com to the top placement the landing page is to assure the visitor that and Virtual Test Drives, we more than tripled
Below are key marketing elements that are on all of the major search engines.” they are in the right place, and to make them our online sales. Not only did we exceed our
the catalysts for effective lead generation. feel comfortable enough to take the desired expectations in sales, we also dramatically
These elements are necessary to formulate PPC action of submitting a minimal amount of reduced the advertising cost from $365 to
an effective “marketing mix” that will Pay-Per-Click (PPC) is a method by which personal information in exchange for more $200 per unit.”
produce potent, high quality leads. They are advertisers pay to have their ads displayed at information.
as follows: the top or right hand side of organic search Extrapolation
1. High-End Web site results. This concept is based on a bidding CRM Tool Getting the right type of sales lead into your
2. Search Engine Optimization process for keywords and phrases. The An immediate automated response to any lead dealership is the key to its success. Each
3. PPC Campaign higher the bid, the higher the placement of is essential. The goal of automated response of these ﬁve components should be present
4. Effective Landing Pages your ad. Since you pay only when someone tools is to acknowledge the visitor’s inquiry in an effective lead generating marketing
5. Powerful CRM Tool clicks on your site, PPC is one of the most and to drive them back to your dealership plan. It is the science of correctly using
“After two months, High-End Web Site
cost-effective and immediate methods to
begin generating leads.
Web site or to contact the dealership directly.
A powerful customer relation management
these elements in combination with one
another that provides the effective chemical
our Web site provider Leads generated by a dealership’s Web (CRM) tool will enable your dealership to bond in the “lead generating marketing
site close at a higher percentage because Landing Pages reach thousands of prospects at virtually mix.” Adapting the elements to match your
was able to get the prospect is further along in the buying Whenever you implement a PPC campaign, no additional cost, eliminating the need for dealership’s target market and using each
www.HondaNorth.com process, and is ready to buy. Not only should
your Web site be alluring with unique and
you will be providing a link for the consumer
to access. The landing page is where visitors
more traditional forms of advertising, such component in coordination with the other
as radio, television and newspaper. A state- will lead to ... well, more leads.
to the top placement on interactive features, it should be a marketing “land” when they click on your online ad. of-the-art CRM tool will enable your staff
center for your entire dealership. Rather than It is crucial to provide an effective, well-
all of the major just providing information for the customer, designed site that will build credibility
to prospect as well as follow up with the
customer from the initial click through the Sean Wolﬁngton is the general manager of
search engines.” it should build value in your dealership, and trust with the prospect. The landing entire buying process. Naczi adds, “Within BZ Results, an ADP Company. He can be
people and products. Your Web site should page should be brief, but informative; be 120 days of implementing our eCommerce contacted at 866.647.0471, or by e-mail at
~ Ed Naczi, Jr., Director of eCommerce at Honda North transform visitors into more leads, phone creative, but subtle. The main objective of strategy, along with our BuzzTrak CRM Tool swolﬁngton@autosuccessonline.com.
sts fos ls ms sf ﬁs
sales and training solution
The Secret to Your
Success is in the Sauce
Do you ever wonder No, not astrology; your real numbers. This even if one strategic advantage is that 97
if there is a “magic is perhaps the single most powerful principle percent of our competitors don’t know their
combination” that will in having a rich and rewarding sales career. numbers, putting them at a huge disadvantage.
unlock your success? Let’s look at it and, as we do, ask yourself: If the numbers are vague and unclear, the
Perhaps you could results will be poor and unpredictable. This
seek out a guru or a • Do I know these numbers by heart? is why many, many ﬁelds and professions
medicine man, a muse or travel high into • How many leads did I have last year? make knowing the numbers one of the most
the Himalaya Mountains and ﬁnd a monk • How many presentations did I make critical functions they perform - science,
that knew the all illusive secret ingredients last quarter? medicine, sports and accounting, to name
to your success. If you could, would you • What is my minimum income a few. You and I won’t work with a doctor
make the effort to seek the answers to your requirement to run my business? who is vague on our prescription dosage, we
future? • What is my average commission per don’t follow a team that doesn’t care about
transaction? how many games they win or lose and we
Kentucky Fried Chicken’s 11 secret herbs • What is my cost to produce a closed certainly wouldn’t pay an accountant who
and spices hold the key to their success sale? guesses at our ﬁnances.
over their competitors, and all of the famous • How much cash will I need to retire?
brew masters closely guard the recipes, • What is my next vacation going to The good news is that you don’t have to wait
ingredients and processes to create world- cost? until New Years Day to start reaping the
class beverages. It creates mystery and • What is my conversion ratio from beneﬁts of knowing your numbers. Here is
intrigue, to say the least, but it also allows lead to closing? my friendly challenge to you. Simply take a
them to consistently produce something pad of paper and list the categories that are
that is predictable and unique. They arrived By now you may be thinking, “This is boring” key to your success. Home, business and
at these successful places after a long, or “I have an idea of these numbers, I don’t retirement are three main ones to address.
concerted effort of trial and error followed really need to be precise.” Many times we Begin by listing what you are currently
by meticulous record keeping to document greatly underestimate the power of knowing paying, analyze to see if this is currently
the journey. If they hadn’t written the steps to our numbers, precisely. I believe it is the meeting and/or exceeding the need. Then
their success, they would not know how they second only to lack of time management for make note of the adjustments needed. Spend
got there. Have you ever created something causing us to fail in the sales professions. 30 minutes on this and set aside 30 minutes
that was fantastic by accident, only to wish a week at the same time each week to review
that you had tracked precisely how you got Let’s look at it from some other perspectives. and analyze this. Commit to doing this for
the ﬁnal outcome? If someone approached you for a $300,000 the next three weeks and then let me know
business loan for, let’s say, their sales the difference in your clarity, conﬁdence and
Many of the above references to secret success business. Would you lend them your own energy. My experience with this topic is that
formulas took many, many years to perfect. money if they had your current business plan no matter how far under the water you might
Once they were identiﬁed, they produce and your current grasp of their numbers? be, that anyone can be completely debt free
beneﬁts forever leaving the rest of us to say, What if they didn’t know their numbers but with a respectable net worth in ﬁve years or
“If only I had invented the PostIt pad.” they had a great personality, drive, ambition less. How would your life and career look in
and offered to pay you a huge return on that setting? Contact me for your free copy of
You and I don’t have years and years to your money? Chances are that you wouldn’t “Bottom Line Motivation” that will help you
search around endlessly for our very own even lend them $3,000. I have found that break through into the power of Knowing
secret formula to our own sales success. The knowing exact numbers creates tremendous Your Numbers.
good news is that I believe there is a way to conﬁdence, power and clarity and is a very
do it quickly and start realizing the beneﬁts key ingredient in creating massive success
immediately. Believe it or not the answer and cash ﬂow.
is closer than we sometimes realize. Here Dixon Judd is a Partner in Your Success
is the long-held, closely guarded answer to Knowing our numbers is too big to ignore. at Performance Resource Group. He can
this all important mystery: The secret to your Knowing our numbers allows us to compete be contacted at 866.883.4916, or by e-
success is in knowing your numbers. at the top of our professions for many reasons mail at email@example.com.
Money Guarantee DO YOU WANT THE REAL TRUTH?
My Sales Event will bring you $100,000- Can you handle the real truth?
$250,000 in gross proﬁt in 5 days GUARANTEED The real truth is that it was a 13 Trillion Dollar
or I will deduct the cost of advertising. You will economy last year in the US. 13 TRILLION! Now, if
experience 200-500+ customers walk through you believe that you and your dealership can’t get
your doors in 5 days. your fair share of 13 Trillion, then you can skip the
This guarantee is small potatoes compared to the rest of this letter because my company would not
tons of money that you will make from this event. be a good ﬁt for you. If you don’t believe you can
That’s why I am so conﬁdent and can make these get your fair share of 13 Trillion Dollars, then you
bold claims to you. Big dealerships, small dealer- need to keep belly aching and whining about how
ships, city dealerships, rural dealerships, it does bad things are.
not matter. We have been able to get results However, if you aren’t willing to make excuses for
time and time again. MARK TEWART the rest of your career about economies and manu-
facturers and every other boogey man you can ﬁnd,
What Is This All About??? Big things, big break- Tewart Enterprises then read on…
throughs, big sales, big gross proﬁts. And yes,
you can do this without lying to or beating up your Tewart Enterprises Inc. produces ﬁve-day sales events for dealer-
customers. That’s right! With a very good marketing plan, very good ships all across the country. We bring trafﬁc, LOTS OF TRAFFIC,
people, very good processes and understanding of proper desking with our promotions. We also bring a professional team of people
principles you can get a ton of customers, sell a ton of vehicles and to help you manage the sale and make it successful. We don’t bring
make a ton of money – THE RIGHT WAY. drunks, drug addicts and derelicts. WE ARE PROFESSIONALS.
For many, 2006 has not been a banner year in trafﬁc, sales or proﬁts. How Are We Different?
In fact, for many, 2006 has been a real stinker. Many dealers and First of all, it’s our people. We have quality people. No vagabonds
their personnel have begun to believe that it is just that way and and rogues allowed. Second, we have process. Third, we have
you can’t push a market when it’s not there. Folks, I am here to tell experience. MOST OF ALL, we are an individual and organizational
you that those things are only opinion. development company. Our mission is to leave your dealership
better than when we came in. We will assist your people in growing
their sales skills, people skills and deal process skills.
“We have tried other companies and Tewart Enteprises is the best.”
Lonnie Robertson, Dealer – Johnson’s of Chickasha – Chickasha, Oklahoma
$200,000 in 4 days at Jeff Wyler Auto Mall in Springﬁeld, OH
Opportunity distance learning program for FREE. You get our
Don’t let another weak month happen. If you internet based sales training program available to
would like to discuss the opportunity of what a you 24/7 for a month! ($497 Value!)
Tewart Enterprises Inc. sales event can do for you: Each person can view as many modules as they
CALL 888 2 Tewart (888 283-9278) want and take a test on each module and the
or e-mail us at firstname.lastname@example.org with the words manager can track everyone’s usage and test
“sales event” in the subject line and make sure to scores.
give us your contact info in the e-mail.
FREE BONUS #2
FREE BONUS The ﬁrst 10 dealers who we schedule a sale with
For all dealerships who schedule a sale with us in that mention this letter, I will give you my High
the next 30 days, I will include one month of our Performance Sales DVD for FREE! ($597 Value)
P.S. You can subscribe to my free e-mail newsletter at www.tewart.com, and make sure to come to my
Workshop at the 2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Trafﬁc and
Sales in 30 Days or Less.
sts fos ls ms sf ﬁs
sales and training solution
Nine Random Things
I’ve Learned the Hard Way
1. Win the War, Not your peril, and only after exhausting all the 5. Proﬁt is Not a Four-Letter Word
the Battle slightly-used options. Your prospects wouldn’t work for poor
It is not your job to wages because they need to provide for
prove someone wrong. 3. Slow Down With Prospects their families, just as you need to provide
We routinely run into The longer prospects spend with you on the for yours. Don’t be bashful about asking
prospects who don’t phone or in the dealership, the more likely for list price, because that’s what it takes to
know much or don’t see things in a common- they are to buy a car. If you spend more time grow a business.
sense way. Swallow your pride and ﬁnd a on the steps to the sale, they will trust you
way to bypass inconsequential conﬂicts. more, and you use up time they might spend 6. If You Want to Become a Manager or a
You can show a prospect that he’s stupid shopping elsewhere. So take as much time Dealer, Act Like One
or you can sell him a car. One or the other, as a prospect will give you. Learn the product knowledge, know the
it’s your choice. The customer is not always inventory, study good sales technique, and
right, but he is right most of the time, even 4. Don’t Take Things too Personally dress a cut above. When an opportunity
when he’s wrong. After all, it’s his money. I look at it this way: I get along with 99 for advancement opens up, you’ll be the
percent of the people I meet - the math obvious choice.
2. It’s a Lot Easier to Work With What’s suggests that my inability to get along with
Already in Someone’s Head Than to the last one percent is not my problem, but 7. Don’t Forget That Your Health is Your
Install Something New theirs. Some folks have led tough lives, Greatest Asset
For example, if someone thinks a slightly- without the blessings that you and I have Your ability to honor your commitments
used car represents a much better value than enjoyed. You don’t have to justify or suffer to yourself, your family and your career is
new, then try to ﬁt his needs with a slightly- their bad behavior - ask them to leave and compromised if you’re poorly nourished,
used car. Undertake the switch to new at move on. sedentary and vulnerable to illness. Quit
smoking, eat right and exercise, and start
making a life instead of just a living.
8. Choose Worthy Goals, Write Them
site traffic Down, and Get Started on Achieving
r webes its nor spike Them
Ou tim ma d You have less than 100 years to live. Are
5 lr you leaving them to chance? You know the
to 2 “
cliché: Aim at nothing and you’ll hit it. Only
a tiny fraction of the population sets goals
- but almost all the successful people I know
set goals. Coincidence?
9. You Are The Biggest Obstacle to
> Matt Lamoureux, Acton Toyota
Success in Your Life
Visit us at booth 3881C at NADA 2007 Luck does play a part. But I’ve seen lucky
people make nothing of their lives and I’ve
IMN Loyalty Driver™ is a turnkey e-marketing service that drives seen unlucky people succeed beyond all
interest, sales and customer loyalty. Customized, trackable email expectations. The difference? The decisions
communications provide tangible results for dealerships across you make in every moment of every day.
the country. A couple of examples: Are your decisions moving you towards
• 15 test drives scheduled within the first hour after an your goals or not?
IMN Loyalty Driver e-newsletter was sent.
• 90 phone calls in a month as a direct result of one IMN
Loyalty Driver e-newsletter.
Looking for results like these?
Call 866.964.6397, ext. 214 or email ASGSales@imninc.com.
Drive customers in…For sales, for life. Jeff Morrill is co-owner of Planet Subaru
in Hanover, Mass., and Planet Chrysler
Jeep Dodge in Franklin, Mass. He can be
contacted at 866.872.8699, or by e-mail at
866-964-6397 imnLoyaltyDriver.com email@example.com.
sts fos ls ms sf ﬁs
Innovate or Die
Five years ago, e-mail the mid-90s with a growth of 200 percent. new method of communication and the fact
marketing emerged that you are communicating with them on
as cutting edge Did you know? their terms and on their time. Remember,
technology in the • On average 94 percent of all text these customers voluntarily gave you
marketing mediums. messages get read (according to ICM, their mobile phone number so you could
As a marketing 2005) communicate with them.
consultant, I encouraged dealers to take • 18-29 year old consumers use text
advantage of this new technology as a viable messaging more often than voice to But, Please Text Responsibly:
way to communicate with their customer communicate (eMarketer, 2005) 1. Do send happy birthday messages,
base. Yet while dealers had heard of the • 80 percent of consumers keep their service reminders, thank-you
power of e-mail marketing, few utilized mobile with them all day (eMarketer, messages
this tool, saying “I don’t check (or have) e- 2005) 2. Don’t over text your customers
mail so I know my customers don’t check • When given a choice, 39 percent of 3. Do partner with a reputable text
e-mail.” US consumers prefer text messages to messaging company who will
radio or TV advertising; however, only properly create and deploy your
Today, ﬁve years later, e-mail marketing is 3 percent of most marketing campaigns campaigns for you
the most powerful method of communication currently have a text component
in the automotive industry. Those dealerships (Nightﬂy, 2005) Text messaging can beneﬁt all areas of the
who embraced this form of communication dealership. Service managers can send
have amassed thousands of e-mail addresses Various industries from real estate to school service reminders and recapture incentives
that enabled cost effective and efﬁcient systems have adopted this unique form of to draw old clients back into their service
marketing. They saved tens of thousands of communication — text messaging — and drive. Sales managers can send owner loyalty
dollars utilizing e-mail instead of dying on likewise the automotive industry should certiﬁcates to customers looking to purchase
the vine. These dealers were innovative. be on the forefront of this technological a new vehicle. Whatever the message, text
explosion. Your customers are looking for messaging offers the right medium for a
As technology advances and new forms companies that will market to them in a tech-savvy generation.
of communication emerge, a younger manner in which they want. In other words,
generation is embracing fast and portable they want fast methods of communication We know that we need to innovate to stay
methods of communication. while on the go. They want to be connected ahead of the curve. Technology is bound to
outside of the home and ofﬁce. Dealerships change, and we in the automotive industry
What is the next wave of communication must be attuned to the needs of their need to change with it. Those who embrace
and marketing in the automotive space? prospective customer base and in the age of change will beneﬁt with more sales and
cellular technology, text messaging provides increased proﬁts.
The mobile phone. a quick and effective method of marketing.
So, if you are thinking “I don’t use text
Mobile Phones and Text Messaging With eight billion messages sent every messaging, therefore my customers must
Where is your mobile phone right now? I’ll month, a dealership can reach a much not use text messaging,” just remember that
bet that it is somewhere very close to you larger customer base. “The text messaging dealers were saying the same thing about e-
because it is convenient, easy to use, and system enhances key areas of our customer mail communication ﬁve years ago. If you
keeps you connected to your family, friends, follow-up,” said Richard Mikels of the Beck still don’t believe that text messaging is the
employees and customers. By harnessing this Automotive Group. “We are now reaching future, I challenge you to take a look at your
common device as an important marketing far more customers in an extremely cost- customers waiting in your dealership now.
tool, a dealership can cost effectively reach effective and efﬁcient way.” Do they have their mobile phones with them?
a new sector of their customer base and Do you see them text messaging?
increase proﬁts. Did you know the average dealer’s database
has 20 percent mobile phone numbers listed So go ahead. Take the leap. Innovate.
In the wake of multi-channel technology, as the home phone number? Dealers have
new and innovative methods of marketing mobile phone numbers in their database
have emerged. Customers that live in today’s even if they haven’t been actively collecting
fast-paced environment react strongly to them.
marketing that is portable and congruent with
their individual lifestyles. Reports show that Will you upset your customers by text
SMS — short message service, commonly messaging them? Yes, a few. Did you upset Sunny Knocke is the president and co-
referred to as “text messaging” — is the your customers when you started e-mail founder of MarketView 360. She can be
fastest growing communication tool. Its marketing to them? Yes, a few. However, a contacted at 866.452.3715, or by e-mail at
success parallels that of the Internet boom in majority of your customers appreciate your firstname.lastname@example.org.