1. An Interview By SusanGivens
Women directly or indirectly influence more than 85 percent of vehicle purchases. Even with this staggering
number, the automotive industry has not traditionally accepted females as leaders and experts on this critical market
segment. Recent surveys show that fewer than 15 percent of dealership employees are female. With the inception of
organizations like the Women’s Automotive Association International (WAAI) and sites like www.AskPatty.com, it’s
clear that women are not being marketed to and engaged with in a fashion that makes them comfortable. But, as Bob
Dylan says, “The times they are a-changin’!”
As the publisher and owner of AutoSuccess as well as being a successful, female automotive executive myself,
I love to hear stories about women who have achieved a level of success in our industry. Whether they are
managers, dealer principals or other executives, I appreciate seeing the positive impact women have in our
industry. That being said, this month AutoSuccess interviewed Karen
Bradley (a.k.a. Karina Bradley). Karen is the vice president of Dealer
Synergy, a certified FranklinCovey trainer, an active member of the
National Speakers Association, member of the WAAI, author and much,
much more.
AutoSuccess: First, congratulations Karen on your recent
marriage. This is the first time you will be seen as Karen
Bradley and not Karen Uriarte.
Karen Bradley: Thank you, it was an amazing wedding.
AS: Tell me a little about yourself and what you’ve been doing recently.
KB: Currently, I am the vice president of Dealer Synergy. We specialize in training, consulting and
technology for automotive Internet sales and business development departments. Even in this economy, we
have been extremely busy. It seems when dealers are struggling or they just want to sell more cars, they call
us for assistance, and we have had some tremendous success with our clients.
AS: That sounds interesting. Is there a dealership you’ve worked with recently that really
stands out in your mind?
KB: All of our dealers do extremely well on our program, and we have had a number of our dealer
clients featured on covers of all of the major automotive magazines. These include Scott
Robinson Honda, Peruzzi Toyota, Willis Honda and Bill Dube Hyundai. One client,
Pine Belt Chevrolet, went from selling 70 units out of their Internet department to now
delivering over 190 units a month online. A recent success story is Team One Chevrolet
in Charlotte Michigan. Before Dealer Synergy, they were delivering fewer than 10
units a months. After two months, we got them delivering 59 units out of their Internet
department. Team One is now No. 1 in their region. Needless to say, they were very
pleased with our program and guidance.
AS: Wow, that is amazing! How did they jump from 10 to 59 in such a
short time?
KB: It is our system. We have a proven strategy that works. First we do a free, no
obligation needs analysis of their operation. This means we evaluate the dealership via a
Web conferencing call. We will qualify the dealership and evaluate their “four P’s.” That
means we look at Products, People, Process and Promotions. We identify exactly their
current business status. Think of it as getting a snapshot in time. Then we discuss their
goals for these departments and discover what resources they are willing to allocate to
achieve those goals.
We then create a true custom business plan to get them to their goal. Our system has
been in effect for almost 11 years now. For 11 years we have been successful in selling
vehicles through Internet and business development centers.
FranklinCovey philosophy also played a role in the expedited success of Team One
Chevrolet. Team One members attended our Dealer Synergy “Internet Director
Immersion Program” in Tampa, Florida. Sean V. Bradley and I co-facilitated the
FranklinCovey course on the “7 Habits of Highly Effective People” Associates Program.
1 Helping their people focus on priorities made all the difference. This is what we share in
2 the course.

2. Most dealers don’t use the free tools at their disposal. Get a jump on your
competitors by using sites like YouTube, MySpace, Flickr, etc. With Flickr,
for example, follow these steps to get increased visibility:
1. Open your free account at www.flickr.com simply by going to the site
and creating your account.
2. Upgrade your account to the paid account. For $25 dollars a year you
get the full program, which not only includes an unlimited number of photo
uploads, but also allows video uploads (so the site acts as another video
AS: Please tell me about FranklinCovey. Who search engine, as well).
are they, and how does their program help
automotive dealers? 3. Upload as much image content as you can, including: images of
KB: FranklinCovey’s mission is to enable greatness in all new and pre-owned inventory in your line up, as well as images of
people and businesses all over the world. They are a your dealership (interior and exterior), employees, clients/customers,
global consulting and training organization and leader community, sales events, car shows, vehicles with aftermarket products. I
would also recommend uploading images of your competition’s inventory
in the areas of strategy execution, establishing customer
loyalty, building leadership skills, implementing time Now you can create Search Engine Optimization campaigns with your
management structures and helping individuals improve content. Optimize all of these images with complete and unique content:
their effectiveness.
1. Create a Relevant “Header” or “Title” — For example if you were a
Their clients include 90 percent of the Fortune 100 Nissan Dealership in Philadelphia, one title might be “Philadelphia Nissan
companies, more than 75 percent of the Fortune 500, Dealer” or “Nissan Altima Philadelphia.” What you want to do is make
sure that you use proper and relevant keywords in your title. Geographical
and thousands of small- and mid-sized businesses, as
targeting (Geo-Targeting) your keywords always makes sense.
well as numerous government entities and educational
institutions. FranklinCovey literally effects and helps to 2. Anchor Text — Focus on creating compelling description content (also
evolve millions and millions of people on this planet. known as “anchor text”). For example, if the picture is of a 2009 Nissan
Altima, your title will be “Nissan Altima Philadelphia,” and your description
Dr. Steven Covey wrote one of the world’s most powerful could be highlights of the Nissan Altima, hot points, details, etc. Then, tie
business books “The 7 Habits of Highly Effective it into your dealership: a little information about your dealership, location,
phone number, directions, etc.
People.” There are more than 16 million copies in print.
This book had a serious influence on Sean V. Bradley and 3. Embedded Links — Make sure you embed proper links into every
was instrumental on how he built Dealer Synergy and one of your photos. Search engines love to see links to your Web site
how he implements programs helping dealerships across from other places that get traffic. Make sure that you use the “http://
the country. www.” prefix. I see dealers all over YouTube and other sites who put
www.abcmotors.com and think that is enough. It’s not. Use “http://
AS: Before Dealer Synergy, I have never www.abcmotors.com” to create the hyperlink you need. Lead off with
heard of an automotive training company your dealership’s Web site URL in the very beginning of your description
and put three embedded links into each and every one of your photos —
working with FranklinCovey or teaching the in the beginning, middle and end of your description. The first one should
FranklinCovey curriculum in our industry. How be of your main URL, the second your “YouTube” Channel (http://www.
did you and Dealer Synergy get involved with youtube.com/abcmotors) and the last one your Twitter channel (http://www.
FranklinCovey? twitter.com/abcmotors).
KB: I have to admit it was not easy. It took Sean V.
Bradley over a year to simply get the attention of 4. Meta Tags / “Keywords” — Now it’s time to create all of your keywords.
FranklinCovey and then Dealer Synergy had to prove its Using the same example of “Nissan Altima Philadelphia”
as the title, here are the keywords that I would suggest:
value to FranklinCovey. Sean worked with FranklinCovey Nissan, Altima,
corporate to provide substantial proof of value through Philadelphia, Dealer, Dealership, New, Used, Pre-
client successes and live demonstrations of the Dealer Owned, Certified, Car, Honda Accord, Toyota Camry,
Synergy training. Once FranklinCovey corporate Chevy Malibu, Maxima, Sentra.
approved the official partnership, we had to get certified.
These are only some examples, I would normally
That means that both Sean and I had to fly all over the run keyword analytics to make sure I have the
maximum KEI on the campaign. But this should
country to various training courses. We went through give you an idea of what I am going for.
Management workshops, Time Management (Focus)
workshops, the “7 Habits of Highly Effective People” 5. Watermarks – This is the final step. You want
Signature Series and numerous other courses. Then, after to make sure that you watermark each and
going through all of this training, Sean and I went to their every photo with your dealership’s logo, your
headquarters in Atlanta to go through their Facilitator toll-free phone number and your Web site
training. This was basically a “Train the Trainer” course. address.
So, we are now official trainers and facilitators of the “7
Habits of Highly Effective People” Associates (one day) and
Signature (three day) Courses. These courses are accredited
through the FranklinCovey corporate office. We use the
professional FranklinCovey materials, workbooks, audio
CDs, and support resources, which are second to none.
We are proud of the fact that we are the only official

3. partner in the automotive retail training area of the FranklinCovey Management and to do what other people aren’t willing to do
Organization Solutions Group. Dealer Synergy is now poised to bring all the dynamic to get them,” like work hard and work smart.
principles of “The 7 Habits of Highly Effective People” to automotive retail leaders, FranklinCovey’s “Focus” Training and “7 Habits
managers and sales professionals in this highly charged competitive landscape. of Highly Effective People” Training have
Dealerships that lack strong organizational and motivational skills will be at a distinct equipped me with the skills to time manage and
disadvantage in the market. organize. I am also blessed with a whole team of
support staff behind Karina Bradley Inc.
Auto retailers clearly need to work on building leadership traits and time management
principles that have helped thousands of businesses succeed and need training to AS: Tell me about that. I have heard that
continually develop strong teams within dealerships. Laying a foundation of taking you are working with technology experts
proactive steps will better prepare auto dealers to maintain profits, retain valued in the automotive industry on the Karina
employees and sell more cars, more often and more profitably. Bradley projects.
KB: Absolutely! Sean and I are blessed to have
AS: I was very impressed with the presentation I saw at last year’s wonderful teams at both Karina Bradley Inc.
Synergy Session in New Orleans, where FranklinCovey conducted a and Dealer Synergy that work on projects like
workshop on the “7 Habits of Highly Effective People.” It is amazing my various Web sites and social media sites (see
information. sidebar).
KB: I agree — FranklinCovey philosophy is embedded into my whole life now. I have
been able to achieve a work / life balance practicing the philosophy of Dr. Stephen But, we are also blessed to have amazing friends
Covey on time management, organization and leadership. in this industry that are also technology experts.
For example, TK Carsites, led by Jim Rucker,
What most people in our industry do not know is that I have a complete separate life has assisted Karina Bradley on social media sites
other than being a business owner of multiple companies, the VP of Dealer Synergy, like Twitter. In a matter of weeks, thanks to TK
a FranklinCovey Trainer, an NSA member, a WAAI member, an author, or even as a Carsites, I had more than 2,200 Twitter followers.
mother and wife.
The Dealer Synergy Technology Division set up
I am also “Karina Bradley.” I am a professional model; I model high fashion, glamour, I the Karina Bradley Flickr account, and in less than
have done runway, TV commercials, and starred in numerous major music videos. I also five months on Flickr, I have almost 500,000 views
am a professional singer; I am currently in the studio recording my debut album. I have for free, just on my images.
two singles out right now “Buy Me That” and “Dance Floor Diva.” I will be in Brooklyn
on September 19, 2009 performing my second single “Dance Floor Diva” at Club Avion. I have even enticed Ralph Paglia from ADP
to assist on the Karina Bradley project. It is
AS: That is truly amazing that you have two totally separate lives going at amazing to have some of our industries top
once. Where did all of that come from? And how do you manage it all? experts working with me on the project. It means
KB: I modeled professionally and was a singer before I got into corporate America, a lot that they believe in me. What is amazing
I just did not want to make it on my looks. A lot of times people look at me and is that, in less than six months, Karina Bradley
only see that I am an attractive woman, they do not even think that I am a smart, has almost broken 1,000,000 views on all of
strategic entrepreneur. So, I decided early on that eventually, looks fade. I wanted to my combined media. In less than six months. I
create a career in business. I did that but I felt like something was missing. I missed have taken everything I have learned in business,
performing… I just missed it. At first, I didn’t think it was possible to get back into it. technology, Internet sales, business development,
Sean and I run multiple companies, and I thought that there was no way I have any time. FranklinCovey, Dealer Synergy and have applied
I am a business owner, mother, wife, and more. it to another industry — the entertainment
industry — and it is working beyond belief. Same
But, I have been so influenced by Sean’s philosophies and energy and with principals, same results.
FranklinCovey, I realize that people can do anything that they put their mind to. We
truly can. “If you want the things that other people don’t have, you have to be willing AS: Wow! You are an amazing woman,
Karen. Thank you for taking this time to
speak to me and our readers. Anything
you would like to add in closing?
KB: First, thank you for the opportunity and
interest in interviewing me, Susan. I am a big fan
of AutoSuccess.
Second, I would like to close by letting everyone
know that I am very excited about this year’s
Synergy Session in Atlanta, Georgia, on October
5-7. I will be co-facilitating the entire day on the
Oct. 7 for the FranklinCovey “7 Habits of Highly
Effective People” Associates course. I hope to
see all of you there. So, if you want to meet me
in person, this will be a great opportunity for you
to do so.
If you want more information on Karina Bradley,
just log onto my Web site and social media sites. I
look forward to hearing from you all!