The document discusses various strategies for improving employee satisfaction and customer service in the automotive industry, emphasizing effective recruiting, orientation, and continuous improvement processes. It includes case studies and best practices from successful dealerships and highlights the importance of communication and accountability in achieving higher sales and employee engagement. Additionally, it provides guidance on maximizing lead generation and email marketing efforts to enhance dealership performance.

1. Read this month’s and previous issues online at www.AutoSuccess.biz
.biz
The Real Deal
Pre-approval Sale
Ben Elliott & Jimmy Peters
Moving Out of Your Comfort Zone
Improving Employee Satisfaction
Improves Customer Satisfaction
The Road to 20 Cars a
Month, Every Month
E-mail Best Practices:
Create an Effective Auto Response
How to Really Maximize
an Employee Price Program
a division of Systems Marketing, Inc. August 2005

3. SUMMITIII
BEST PRACTICES
Dean Evans David Kain Sean
Vice President of President, Kain WolÞngton
Marketing, Dealix Automotive Inc. Internet & Owner, BZResults.com
BDC Training Specialist
You will learn: Case Study: How to use
- Internet Marketing that You will learn: BDC/Internet departments
generates high quality - Mapping out the best to sell 100 - 500 extra cars
leads
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Internet sales process
- E-mail templates for the
a month.
You will learn:
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
generation from your best short and long-term
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Internet department
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automotive sites that turn leads into
all your proÞt centers
- Metrics that matter appointments
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- Focus on return on - Recruiting, hiring and
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to drive more trafÞc for
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Two days of
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Kevin Root Steve Hiatt
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Jennifer
Picheco
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increase your net by half a Germain Motor Company
Case Study: Processes million in a year.
Case Study: Germain
the top 20 dealerships You will learn: Motor Company’s Internet
use to convert more leads - Evaluating personnel, department sells over 200
to sales the lazy or content ones cars per month - here is
- Continually train our secret
You will learn: everyone: Front end two
times a week, Þxed end You will learn:
- Use the top three key once a week
success drivers to convert - Dedicated vs.
- Put in controls. Move Designated
leads to sales over aged inventory in
- Avoid the three most - The pricing fear factor
new, used and parts - Are you really listening to
common mistakes that - Forge a deep
relationship with your the customer?
kill sales - Third-party leads..
- Maximize your lead manufacturer to help get
correct inventory, ßoor line Why not?
volume - Move forward or move
and capital
- Respond to leads - Praise every on - Our follow-up
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- Focus on processes that goals, certiÞcations, etc. - Measure, track and
deliver results out in public feedback
MGM Grand
Las Vegas,
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Chip Perry Jim Adams Robert Revere November 3 & 4,
2005
CEO and President, General Manager, CRC Director, Avondale
AutoTrader.com Roper Kia Auto Group
Honor Your
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Case studies
- Your selling attitude:
Mirroring behavior
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brand
from successful
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country.
Darren Haygood Jasen Rice Erik Stuttz
Director of CRM & Internet
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Internet Director, Lou Fusz
Automotive
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October 5, 2005.
than with your walk-in the appointment/sale for your store
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percent retail mix for your more atoned to the creating a successful CRC
dealership Internet customer - Best practices for turning
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ups - phone ups into Internet customers that show and
appointments expectations appointments into sales Speakers and times subject to change
Call today to register. toll free 866.317.7914 web www.autosuccess.biz

6. 8Moving Out of Your Comfort Zone BrianTracy
INSID Improves Customer Satisfaction 9
Improving Employee Satisfaction
Customer Service Counts
The Road to 20 Cars a Month, Every Month
10
12
BobTasca
TomGegax
JimAdams
Create an Effective Auto Response 14
E-mail Best Practices: DavidKain
... With Time to Spare
16 KirkManzo
Would Anyone Really Notice or Care 18
If Your Business Closed Today, MichaelYork
The Real Deal Pre-approval Sale
20 BenElliott
And You Are ...
22 TonyDupaquier
How to Really Maximize an Employee Price Program
24 ScottJoseph
Steering Out of Control
25 CarolMartin-Ardell
Fact Finding
26 AnthonyHall
Manufacturer or Leadership 28
Is it Marketing, the SeanWolfington
Pre-Owned ProÞtability 29
New Software Steps Up RandyBarone
In the special feature
of the July issue of
AutoSuccess Magazine, The Champion Coach
30 MarkTewart
we incorrectly stated that
Ben Freeland worked for Smile and the World Smiles With You
31 PattiWood
Freeland Luxury cars, he
is the owner of Naples
Nissan in Florida.
Leverage Your Ofßine Marketing Efforts
32 PaulAccinno
CRM Evolution
34 DanVogel
Exodus 34:2
“Be ready in the morning, and then
come up.”
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Susan Givens, Vice President not; I will help thee.”
• sgivens02@autosuccess.biz
Courtney Hill-Paris, Sales-improvement Strategist
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• brian01@autosuccess.biz
God Bless America
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8. BrianTracy
Moving Out of Your Comfort Zone
Any change, or even affected. You will experience sleeplessness, achieve them. You must begin to see yourself
an attempt to change indigestion or fatigue. You may react with and think about yourself as capable of being
anything you are impatience, irritability or anger. You will one of the highest earning sales people in your
doing, makes you often feel as if you are on an emotional field. You must take charge of developing a
uncomfortable. By roller coaster. So if you want to sell more new self-concept for sales and income that is
attempting to change, and earn more, you must increase your self- more consistent with what you really want to
you move out of your comfort zone. You feel concept level of income. You must increase accomplish.
increasingly uneasy. You experience stress the amount you believe yourself capable of
and tension. If the change is too extreme, earning. You must raise your aspirations, Your self-concept determines your levels of
your physical and mental health can be set higher goals, and make detailed plans to performance and effectiveness in everything
you do. In sales, you have a series of mini-
self-concepts that govern every activity
of selling. You have a self-concept for
prospecting, for using the telephone, for
cold calling, for making appointments, for
qualifying, for presenting, for answering
questions, for closing, for getting referrals and
for making follow-up sales. You have a self-
concept of your level of product knowledge,
your personal management skills, your level
of motivation and for the way that you relate
to different types of customers. In every
case, you will always perform in a manner
consistent with your self-concept.
Wherever you have a high self-concept,
you perform well. If you enjoy working on
the telephone, you look forward eagerly to
telephone prospecting and selling and you
do it well. If you have a high self-concept for
making presentations or for closing sales, you
feel comfortable and competent whenever
you are doing them.
Wherever you feel tense or uneasy in selling,
it means that you have a low self-concept in
that area. You do not feel comfortable when
you are engaged in that activity. You probably
avoid that activity as much as possible. This
is normal and natural. The only question is,
what are you going to do about it?
Now, here are two things you can do
immediately to put these ideas into action.
First, set a goal today to become one of the
highest earning people in your field. Then,
back your goal with action by committing to
becoming very good in every area of selling.
Second, see yourself, imagine and visualize
yourself as if you are already very good
at what you do. Create within yourself the
feeling of success and accomplishment.
Remember, as within, so without!
Brian Tracy is the chairman and CEO
of Brian Tracy International. He can be
contacted at 866.300.9881, or by e-mail at
btracy@autosuccess.biz.
8

9. BobTasca
Improving Employee Satisfaction
Turn Your
Improves Customer Satisfaction Internet Leads
We learned to curb Employee referrals into Showroom
employee turnover
and increase employee
Ask internal employees who do an
outstanding job if they know any one who Appointments...
satisfaction because might make a good fit with the organization.
customer satisfaction Offer an employee “bird dog fee” for their
hangs in the balance. help in finding a quality candidate that stays
Making a difference in employee satisfaction for a period of time (example: six months).
at your store hinges on four areas of focus:
1. Recruiting process Advertising
2. Hiring process When networking and employee referrals
3. Orientation process fail to generate a qualified candidate for an
4. Continuous improvement process immediate position, we have some great
content and helpful pointers for creating the
In this article we’ll look at recruiting out of right kind of ad:
inspiration, not desperation, and if you like 1. Sell yourself. Like a “Why Buy
what you read, you can watch for future Here?” brochure, a want ad needs
articles to look more closely at hiring, to be a “Why Work Here?”
orientation for new hires and continuous 2. Never over-promise and under-
improvement. deliver.
3. Mention in-depth training, if you
Recruitment process offer it.
Trying to recruit great people is a never- 4. Mention that a mentoring or
ending chapter in the story about meeting continuous improvement process
and exceeding customer expectations. But will be provided, if it is.
do we sometimes make decisions out of 5. Advertise that you offer monthly
desperation? To avoid being caught in a bind, associate reviews for ongoing
finding great people starts with an outlined support, and live up to that
description of each position in the dealership promise.
to define our dealership needs. This can
start with looking at our surroundings and Other sources
focusing on these three things: Here are a few more examples of where to
• Work environment look for great people:
• Job tasks and responsibilities • Job Fair: Set up a booth at your
• Job competencies local college(s) during a job fair
day.
As anyone in retail knows, there’s no such • Monster.com and other Internet
thing as a “hiring freeze” in a car dealership, sources.
and if you’re not on the lookout for talent, it
may go unnoticed. The automotive business is a sales and
service industry that can be compared to a
QualiÞed applicants fine hotel, fine restaurant or clothing store.
Whether you’re looking for a qualified
technician, superstar sales person or
Customers are willing to seek out, find and
pay more money when the service exceeds
Guaranteed...
trustworthy title clerk, the best dealers utilize
“word of mouth” advertising. The goal is to
their expectations. There’s no danger of or
You Don’t Pay!
exceeding customer expectations if we
never have a need to run advertisement don’t put an end to the revolving door that
to solicit employees and to create a is the result of employee turnover, and that
reputation in the community that qualifies starts with recruiting the right people out of
your dealership as the place to work. This inspiration, not desperation. At Tasca, we
means we need to focus on doing our best as learned a lot about recruiting the right people
effective leaders within our workplace and from our training partners, and I encourage Call today for a free estimate
community. Quality job applicants will seek you to contact me to learn more about on implementing
to find us, if we are doing our jobs. creating a recruiting and hiring process that the TIMS system in your store.
Networking will build employee satisfaction and boost
Always let people know we are on the lookout your CSI.
for quality, potential candidates. Be sure to ask
other business contacts (banks we deal with,
advertisers and even our supply vendors) for Bob Tasca III is the dealer principal of www.worlddealer.net
any possible recommendations while we are the Tasca Automotive Group. He can be e-mail: info@worlddealer.net
participating in business transactions and contacted at 866.210.1254, or by e-mail at 866.429.6826
even involved in social activities. btasca@autosuccess.biz.
august 2005
9

10. TomGegax
Customer Service Counts
Tires Plus’ customer our employee playbook, dealt with how to handled cleanly in the first place.
service was legendary. treat our guests (we called them “guests” to
I asked our people inspire the kind of service you’d find at a fine 4. Solicit and act on feedback. Create
to add a touch of hotel). You can’t inspire daymaking service as many comment channels as possible:
volunteerism to the through occasional pep talks, memos and comment cards, follow-up phone calls,
job, to try to make meetings. It’s gotta be walked, talked and complaint hotlines. You can’t get better
each customer’s day a little brighter. If we lived - day in and day out. without knowing what your customers
concentrated first on kindness and empathy, think. We regularly retained an outside
I said, healthy profits would naturally follow 2. Treat employees right. If you leapfrog service to conduct customer surveys. We
(as long as our prices and costs were in line). your people and focus chiefly on pleasing also contracted a “mystery shopper” service
customers, you’ll wind up with unhappy - for both in-store and phone interactions -
Why gun for “legendary” customer service? customers. Connect the dots, folks. Do to get an objective, in-depth look at quality
you really expect employees who feel control.
1. It keeps ’em coming back. Seat-of- unappreciated to welcome customers with a
the-pantsers spare no expense to get new big smile and a genuine desire to give them a Gathering information is pointless, of course,
customers in the door, yet often fail to provide positive impression of your company? Honor unless you act on it. We tweaked our store
a why-go-anywhere-else experience. Huge your people, concern yourself with their protocols all the time based on customer
mistake. Customers are like spouses - take well-being and respond to their grievances feedback. Every negative comment about an
them for granted and they may go elsewhere like they were customers. You’ll be employee was routed to his manager’s in-box
to get their needs met. It’s a vicious circle rewarded with invigorated, loyal employees (and copied to his district manager) so the
- businesses pour more and more resources who set new standards for performance and offender could be coached back on track.
into unearthing new customers to replace customer care.
the ones lost to neglect. Showering attention 5. Walk your talk. Leaders give a lot of lip
on customers already in the fold keeps them 3. Establish clear policies. In our business, service to their commitment to customer
in the fold, so your new customers become guidelines were essential at three customer- service. Are you among the few who follow
add-ons rather than replacements. care stages. through? When you hear of a complaint,
do you shake your head and joke about the
2. It pulls in new customers. Don’t just Initial contact. customer being an odd duck? Or, do you
satisfy customers. Astound them. Lay out Guests were greeted with WHENS: urge your people to look at the situation
the red carpet, and guests will rave to friends Welcome, Handshake, Eye contact, Name, through the customer’s eyes and do what
and family. That sends new customers to Smile. We then asked a series of questions it takes to make her happy? Do you shout,
your doors and Web site - at no additional to identify their needs. Staffers also fielded “You gave away WHAT?” Or, do you say,
cost. (Expect a dazzled customer to phone calls according to a protocol I “Good for you, you remembered our values
recommend you to two to three others.) On established in the early ’80s: “It’s a great and did the right thing.” Great customer
the other hand, one rude encounter with an day at Tires Plus. This is Jim. How can I service will wither on the vine without the
employee can torpedo every future purchase help you?” support of upper management.
from that customer, his family and friends
- and their family and friends. (Expect a Warranty service. 6. Measure and reward performance. We
peeved customer to complain to three to Sales people were trained to welcome had a customer satisfaction metric called
eight others.) Precious word-of-mouth buzz returning, non-revenue-producing guests GEI (guest enthusiasm index). Applied
- free advertising - is squandered whenever like they were new customers. The reason to individual stores and the company as
a customer has a less-than-excellent should be obvious - customers prefer to go a whole, it quantified the percentage of
experience. steady rather than have a one-night stand. customers who would recommend us to
That means coddling. friends. Below-average stores were targeted
Six ways to win legendary customer for extra coaching. It took a lot of sweat to
loyalty: Customer complaints. push up our GEI one percentage point. Darrel
We welcomed them. No, seriously. They Blomberg, our full-time guest enthusiasm
1. Hire the right people and train them well. were opportunities to demonstrate we cared coach (that’s not a joke title), labored two-
We showed everyone involved in hiring about our customers. We even deep-sixed and-a-half years to move it from 92.0 to
how to spot applicants who loved helping the word “complaint” and replaced it with 98.2. Personnel knew every smile counted
people and making their day. But that was “guest opportunity.” It’s said that the value of - their compensation was partially based on
only the beginning. Good employees also a person’s character is measured by how one a mix of store, district, region and company-
need training and inspiration. We enrolled deals with adversity. That’s also true of the wide GEI.
new hires in a weeklong orientation where, value of a company’s character. Employees at
among other things, I spelled out our mission every level need the authority to do whatever Tom Gegax served as chairman and
- “Deliver caring, world-class service to our it takes to satisfy unhappy customers. Just CEO of Tires Plus and is the founder of
guests, our community and to each other.” as a broken bone comes back even stronger, Gegax Management Systems. He can be
The focus of countless meetings, talks and we often scored more points by appeasing contacted at 866.210.2832 or by e-mail at
training sessions, as well as big chunks of an upset customer than if the issue had been tgegax@autosuccess.biz.
10

12. JimAdams
The Road to 20
Cars a Month, Every Month
Have you ever want to be. Get out a pen and paper. Write of something that we need to accomplish.
heard the phrase down: today, three months, six months, one A crystal clear vision of where we are and
“experience is the year, five years and 10 years. Our goals must where we want to be is one of the many keys
greatest teacher”? be divided into professional goals, family to success that we will explore in our goal-
This statement could goals and life goals. My personal goals setting process. Writing and reviewing these
not be further from include unit volume, grossing averages as goals will instill in us the drive that we must
the truth. Other people’s experiences are well as how many books I plan to read and have to accomplish great things.
the greatest teacher. Learning from other how much time I set aside to spend with my
people’s successes and failures is the key to family. Money goals are the vehicle we use to 2. Professional goals: The first thing
professional selling. plan for the goals that really matter: Life and professional sales people need to have is
family goals. If you are just earning money a clear understanding that sales follow
Andy Andrews said that General Norman for the sake of earning money, your life and opportunities everywhere they go. To sell
Schwarzkopf, commander of the Allied family goals will always go unfulfilled. Zig more cars we must talk to more people. We
forces in the Gulf War, had a system of Ziglar once said that when he died he would know that the average sales person closes
advancing across a mine field that worked leave as much money as Howard Hughes about 20 percent or one out of five of their
out pretty well for him. Walk toward the left: all of it. Just start writing. What do you total opportunity count. So let’s do the math.
explosions, because that is where the boys want? Start with stuff. That is the easiest. To sell 20 units a month we need to talk to
have already found the mines. Observing I want a new car, a bigger house, some (20 units X five opportunities) 100 customers
behavior is one of the many keys to success money in my savings account. I want a boat, per month. If we work five days a week we
in this business. I have been the seven-car a place at the lake and to take a vacation will have 22 selling days which means we
sales man and the 30-car sales man and I to the beach or to the mountains. Once need to talk to (100 customers divided by
have made my share of mistakes. However, you get started, it comes pretty easy. That 22 days) 4.5 customers per day. The average
over the past 15 years I have learned and is just stuff. Now dig a little deeper. How commission including bonuses and factory
developed professional business practices about spending 30 minutes a day reading to spiffs is around $300 per car, which will give
that if followed will help you become a your children or playing catch in the back us a monthly income at 20 units of $6,000
professional in automotive sales. It is said yard? Write it down. How about spending monthly or $72,000 annually. (See chart 1)
that 80 percent of the income in our business two Saturdays a month on a date with your
is made by the top 20 percent of the sales spouse or dedicating one hour a night sitting Once we discover how many monthly and
people. This leaves the bottom 80 percent of on the porch talking about anything but your daily opportunities we need we are one step
the sales people fighting for the 20 percent finances or the children’s activities? Write closer to achieving our unit goal. If our goal
of the income left over by the true sales it down. Tithing, community service or is 12 units a month, our focus is not on the
professionals. If you commit every day to visiting home-bound elderly adults can all 12 units it is on the 2.7 opportunities that
following the steps of professional selling be a part of your life and family goals. Many we need today and everyday to achieve the
you will be amazed at how fast you can of our goals take money. Most do not. I hope goal. Sales follow opportunities everywhere
achieve great success in automotive sales. you can see where I am going. If you write it they go.
down it becomes an objective that we must
1. Have a goal, a clear vision of where you look at on a daily basis and it is a reminder Now let’s focus on where our opportunities
come from. In our industry we have several
chart 1 sources of business. Fresh ups or walk-ins,
Unit Monthly Opportunity Daily Opportunity repeat owners or orphaned owners, new
Goal Count Count business or outside prospects, referrals,
be-backs and phone-ups or phone-ins.
Units x 5 opportunities Monthly opportunities divided by 22 working days
Here is the good news. The factories and
20 100 opportunities per month 4.5 opportunities per day your dealerships spend billions of dollars
units a year driving fresh up or walk-in traffic
19 95 4.3 to your dealership. The bad news is that at
18 90 4.1 best the average closing ratio on a fresh up
17 85 3.9 is about 10-12 percent. Which means your
16 80 3.6 chance to sell a fresh walk-in is about one
15 75 3.4 out of 10. Fresh up traffic is instrumental to
14 70 3.2 your success in this business as long as you
13 65 3.0 understand that it is not where the majority
of your opportunity should come from. Take
12 60 2.7
a look at the math. (See chart 2)
11 55 2.5
10 50 2.3
Now, where do you want your business to
12

13. continued
These are the questions you must answer
Source of Average Closing Results
in order to put the goal-setting process into
Business Ratio motion. In part two we will explore how
Fresh Up 10 Percent 1 out of 10 to build daily activities to cultivate each
source of business to ensure that we meet
Repeat Owner 50 Percent 1 out of 2 our monthly opportunity goal. Remember
unit sales follow opportunity everywhere
Referral 50 Percent 1 out of 2 they go.
New Business 30 Percent 3 out of 10
Be Back 67 Percent 7 out of 10 Jim Adams is the general manager at
Roper Kia in Joplin, MO. He can be
Phone Ups 20 Percent 2 out of 10 contacted at 800.905.0627, or by e-mail at
jadams@autosuccess.biz.
chart 2
come from? It is clear to see that repeat and
referral business are much more productive
DEALERS MUST BE
than fresh walk-in traffic. Here is the
bonus: Repeat owners are easier to close,
and commissions are generally higher. The
customer trusts you more and will allow you
ON TELEVISION!
to sell the value of the product. The more
value the customer receives, the higher price
he or she will pay.
As we set opportunity goals we must
predetermine on a monthly basis where our
opportunities will come from. Ask yourself
the following questions:
See why over 100 dealers nationwide have
• How many fresh ups per day do I INCREASED SALES MORE THAN 30% IN
average?
LESS THAN 90 DAYS WITH TELEVISION!
• How often do I contact my current
owner base?
We produce nearly 4,000 commercials
• Does my dealership have a list of a year from our studios. We give you
orphaned owners, and how can I get
my hands on it?
unlimited, high quality television campaigns
and promotions FREE. With computerized
• Do I ask everyone I come in contact
with for a referral? Do I know how to media buying technology, we buy television as
ask for a referral? much as 30%-40% more effectively than any
• What daily activities do I have in media buyer in the nation and give you
place to generate new business
contacts? Do I belong to any clubs or
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civic organizations that will help me AND PROMOTIONS!
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• How often do I follow up unsold
prospects? Do I do a great job of
getting names and numbers from
every fresh up that I serve on the lot?
Cell phones and e-mail addresses are
Larry John Wright, Inc.
the two most important pieces of
information you can get from your Automotive Advertising
customer.
“America’s Premier Automotive Advertising Agency”
• Do I feel that I do a great job with
1-800-821-5068
incoming phone contacts? Am I
relaxed, helpful and informative? Do
I get the customer’s information and
invite every phone up to the store or
get the vehicle to the customer?
august 2005
13

14. DavidKain
E-mail Best Practices:
Create an Effective Auto Response
Each week I mystery team as professional and talented. This a business card then you realize it should
shop dealership Web conveys to the customer that the Internet have your logo at the top. This identifies
sites to see how they is a key connection to the dealership and immediately who it is from and starts the
“greet” me online the most visible person in the organization brand-building process.
with their auto wants to personally say hello. A well-crafted
response e-mail. The message from the Internet manager/director Step 4 – Keep it brief
auto response provides the first impression or specialist works well too and helps to Tell the customer as quickly as possible what
and is an effective way for me to determine quickly establish them as the point person. you want to tell them and don’t waste their
if they operate a productive Internet time. Graphics and bullet points work well
department. As sales people we are all taught and hold the customer’s attention better.
the steps to the sale during our first days of
training and the greatest emphasis is placed
Tell the customer Step 5 – Describe your process
on the initial greeting because it sets the as quickly as Some of the most effective auto responses
stage for the relationship.
possible what use a 1, 2, 3-type process description to let
the customer know it will be quick and easy.
Unfortunately, most auto response e- you want to tell For example:
mails are not an effective greeting for the
dealership, and fail to arouse or motivate their
them and don’t 1. We are reviewing your request and
audience. Too often the e-mails are sent with waste their time. will contact you within one hour by
either too few or too many words and they
offer no guidance to the customer. A poor
Graphics and phone or e-mail
2. We will confirm your specifications
auto response is better than a slow personal bullet points work and schedule a time that is
response, even if the personal response is
enticing. Spend the time necessary to make
well and hold convenient for your test drive
3. During your test drive visit we
your first impression a great one. the customer’s will provide your price, trade and
What is an auto response supposed to
attention better. financing information right up front
so you can decide if you want to
accomplish? purchase the vehicle
An auto response lets the customer know Step 2 – Use a subject line that is relevant
what they can expect when they work with to the customer Step 6 – Provide a link to your Web site
your Internet department. In most cases, People can receive a lot of mail from people A link to your Web site is a great way to build
customers have submitted leads through and companies they are not familiar. Normally brand and to establish your dealership as a
third parties and have already received a we screen the e-mail address and the subject great resource for your customer. A simple
standard reply of some sort from that source. line to see if they are safe and worthwhile to mention such as: “You can visit our Web site
As a result, your auto response greeting open. Since the lead you received typically at www.kainautomotive.com 24/7 to review
should acknowledge that your dealership comes from an aggregator of some sort that our updated inventory and specials.”
will be handling the transaction. If your auto may be providing you the customer from
response is just a brief note with no benefit one of the lead sources they work with. Step 7 – Sign it with complete contact
to the consumer then they may also regard As a result, the customer may be surprised information
follow-up responses much the same and not to know a dealer will be sending them an You have the customer’s attention at this
even open them. Don’t miss the opportunity e-mail with their dealership name in the point so make sure they know who they
to hit the ground running with an effective subject line. If the customer is not expecting are working with by signing it with your
auto response welcome that causes the to see an e-mail from your dealership they complete contact information. If the dealer
customer to want to open your follow-up may not even open the e-mail so it is best or GM is the sender make sure you include
e-mails. to make it relevant to the consumer with a who the customer will be working with and
generic subject line that says something like endorse their expertise. Consider providing
Step 1 – Decide who you want to sign the “Response to your online vehicle inquiry” or a link with a map to the dealership for the
auto response “Information regarding your Internet vehicle customer’s convenience.
The auto response is designed to get the request.” The customer will realize they
customer’s attention and welcome them to asked for information on a vehicle online so
your dealership Internet process. If the dealer the subject line is relevant and they are more
or the general manager is a well-known likely to open the e-mail. David Kain is the automotive Internet
training specialist at Kain Automotive Inc.
spokesperson for the dealership, it is a good He can be contacted at 800.385.0095, or
idea for the initial welcome to be from him Step 3 – Use your logo by e-mail at dkain@autosuccess.biz, or
or her with a line endorsing your Internet If you think of your e-mail like a letter or visit www.kainautomotive.com.
14

15. “Let’s make financing magic together.”
We’d love to meet with you to discuss how we can
help provide the best financing to your customers.
With our deferred-payment option, we’re quite sure
we can make you very happy.
Drop your local commercial DRM a line or call
1-877-TEAMBVF and make a date soon. A product of DaimlerChrysler Services
Jeep® is a registered trademark of DaimlerChrysler Corporation.

16. KirkManzo
... With Time to Spare
Managers may feel as If you can only complete a limited number need to be put on the schedule first. All other
though they need 27 of tasks, at the end of the day what is most tasks (small rocks) then work around the
hours to accomplish important? Sell cars; everything else pales in daily events (large rocks).
all the tasks placed comparison.
on them by the The weekly strategy is similar. If you know
dealership. The idea of This may seem obvious on the surface but the deadline for payroll is Tuesday at noon,
multitasking is no longer a luxury, but rather look at how you spend your time each day. block out an hour on Tuesday morning to
a necessity or is it? You order cars from the factory, follow up calculate commissions for your sales team,
with sales people on factory certifications to and have another manager cover the desk
Too often a manager spends his or her time qualify for their incentives, chase stips, deal and floor from 9-10 am every Tuesday. If the
reacting to everyone else’s requests instead with heat cases on the service drive, etc. cut off for the newspaper ad is Thursday at
of training people on when and how to 11a.m. and it takes 2-1/2 hours to set up your
schedule time with them. In order to help your dealer understand ads, schedule 90 minutes on Weds from 1- 2:
exactly what it is that you do, and help you 30 p.m. and Thursday 9-10a.m. to meet the
There is one thing we all have in common. get clarity as well, do the following. Each weekly deadline. Stay consistent. Schedule
Each of us is provided with exactly the manager should make a list of ALL the tasks repetitive tasks so others can learn when you
same resources without regard for who you that you are responsible for handling (as you are and are not available to answer questions
are or where you work. We are all provided understand it). or help out.
with the same size bucket to begin each day.
As the day begins, your bucket is empty The results of the exercise will often reveal Follow the same routine for monthly tasks:
and throughout the day it fills up until the obvious overlaps, two people addressing the Schedule monthly sales people reviews
bucket is completely full allowing nothing same tasks. This is counter-productive. For for the first week of the month. Allow 30
else to fit. example, assign one person to handle dealer minutes per person, if you have more than 10
locates (hint: a sales person can be assigned sales people, split the group over two days.
Now you could chose to allow other people this task to free up managers for higher People need to know you are serious about
to fill your bucket with things that may seem value tasks). maintaining a schedule of reviews every
important to them but are really not on the month, so pre-appoint for next month and let
top of your priority list. Or you could first fill Areas that should be receiving attention, like the sales person know exactly what day next
your bucket with those things that are most recruiting, are often not specifically assigned month and what time they will be meeting
important to your success today. The bucket to any one person, yet it is the life blood for with you again.
represents time. Its limit of capacity is the 24 continually upgrading your sales staff. Who
hours we each have to work with daily. handles the daily one-on-one’s, the daily A scheduling template is the best way to
training? Many of these large rocks (tasks) help you fill your bucket with the large rocks
The bucket can become so full of little get pushed aside because too many small first allowing you to complete the repetitive
meaningless tasks that get you no closer to rocks (tasks) get into your bucket and at the tasks required to run the dealership and
your goals. The first thing you must do is end of the day … well you just ran out of create ample time to accomplish the most
place the large rocks (important tasks) into room and time. important task, sell cars every day!
the bucket, then place in the smaller rocks
as room allows. If some of the smaller rocks Break your tasks list into three categories, Believe.
(tasks) won’t fit into today’s bucket, they daily, weekly, monthly.
will then need to go into tomorrow’s.
Daily events include save-a-deal meetings,
The first step toward taking control of your one-on-one’s with sales people, assisting Kirk Manzo is the general manager
schedule, your job and your life is to accept F&I with CIT issues, reconciling with the at Ziegler Supersystems. He can be
the reality that you will never finish ALL back office to make sure we are getting paid contacted at 800.858.6903, or by e-mail at
the tasks you want or need to do every day. for what we already sold, etc. These events kmanzo@autosuccess.biz.
SUMMITIII
November 3 & 4, 2005
MGM Grand BEST PRACTICES
Las Vegas, Nevada
Dealers & Managers Only
See page 3 for more details
16

18. MichaelYork
If Your Business Closed Today,
Would Anyone Really Notice or Care
There’s just no place Not everyone has 2.7 billion to throw at that range from slow to terrible, the facts say
like Las Vegas. Seems a giant hotel/casino/golf resort … or at a otherwise.
no matter how many dealership in Chattanooga, but everyone has
times you’ve been ways of making the customer feel special for If there’s nothing very special about your
there; there is still an doing business here. work or the value or service you provide
excitement or anticipation when you make then you’re lumped in with all the other
that next trip. Flying into that oasis that still Here’s the formula: roadside “motels” of the world in the eyes
looks like a mirage in the desert is great. Whatever you sell is boring. And whatever of the customer. And if another one of them
I sell is boring. Unless you or I make it goes out of business today, would we really
When you see the strip and all those giant remarkable in the eyes of the customer. notice?
hotels and casinos, isn’t the first thing that Unless the emotional experience they’re
pops into your mind something like “What getting makes the money they spend less But what if Starbucks or Harley Davidson
Las Vegas really needs is another giant important than the experience or the story or Disney World or Las Vegas closed
casino?” they can’t wait to tell about you and how tomorrow? Would anyone notice?
you did it.
No? Well that’s exactly what Steve Wynn You bet. And that’s the very reason it won’t
was thinking. And his vision is now a reality happen anytime soon. Because people notice
among all those other big name, big dollar
properties.
Here’s the and love spending their money there. What
makes you special or cool or valuable or
formula: remarkable in the eyes of the buyer? And
The slick, black, wrap-around look of The
Wynn hotel, casino, shopping mall and golf
Whatever you sell if you can’t answer, that’s a great place to
begin your radical improvement.
resort is the new color in the Vegas rainbow. is boring. And
And even that doesn’t do justice describing
it. It’s almost beyond description. whatever I sell If all you’re doing is selling cars it can be
all about price. But the feeling I get driving
is boring. Unless around Las Vegas in my convertible with the
You have to see it to believe it, and even then
it’s enough to stretch your belief system. you or I make it top down and the sun winking at me from all
those big shiny buildings doesn’t leave much
Every big name boutique you’d hope to find remarkable room in my imagination to remember how
in the eyes of the
from Rodeo Drive to Fifth Avenue has a much I paid to be here. Even if I can recall
spot on the Wynn walk of famous shopping. the number, it’s a small price to pay for this
People stand and gawk at a giant wall of water
in the gardens, and what it costs to furnish all
customer. “emotional experience” that I couldn’t wait
to tell someone about. And now I have.
the fresh flowers inside the hotel would be
enough to build most three bedroom houses. Las Vegas knows the secret to this “NOW” The reason the rich keep getting richer, as
economy. So does Steve Wynn. So do they say, is because the rich keep doing the
It’s HUGE with a capital HU! Starbucks and Harley Davidson. So do things that win in any economy, and the poor
(Hint: There’s a Ferrari dealership inside it.) Oprah and Jimmy Buffet. So did Elvis. (read: ordinary or average) keep doing the
Do you? not-so-special things that nobody’s really
So why another casino in Las Vegas? It’s noticing. How excited are your customers
obviously not just another casino or hotel. Are you creating an amazing experience about what you do and how you do it? Want
It’s an emotional experience that people for the prospective buyer who is almost some better questions on how to improve
come to see and feel and tell others about. always first a prospective looker? Are people your “show”?
If you’re coming here you can save big walking around talking about coming back
money by staying at an older giant hotel or here to be a buyer? No one at The Wynn If you want my short list on “Wynning”
some chain we’ve all heard. The rooms are is trying to stop the “lookers” from leaving in this “NOW” economy, visit
clean, OK, good price, practical, etc. Sound without checking in today! Are you still www.MichaelYork.com/autosuccess.
familiar? Low mileage, solid transportation, worried about selling your “lookers” today
good price. instead of creating such an attractive “show”
that they can’t wait to be back … and buy!
Where’s the emotional experience at your Michael York is an author and professional
speaker. He can be contacted at
place for the consumer? Are they excited This is the most sophisticated marketplace 800.668.5015, or by e-mail at
about becoming a customer? What will they we’ve ever known. And while rumors and myork@autosuccess.biz, or visit
say about you when they tell their story? excuses lament today’s economy with labels www.MichaelYork.com.
18

19. august 2005
19

20. fs feature solution
BenElliott
The Real Deal
Pre-approval Sale
Direct mail has been around for some General’s office a few weeks later about the Under the new laws, with no firm offer
time and remains one of the best ways to validity of the pre-approval offer turns a bad of credit, pre-approval sales have created
fill showrooms with people. At first, mail sale into a potential nightmare. problems for dealers around the country.
piece recipients were chosen by zip code or Fortunately, there are now programs
distance from the dealership. Through the In reaction to these issues, pre-approval sales available though partnerships between
years the selection process has become more are changing. Compiling the list of people direct mail companies and lenders that can
precise. Dealerships now select recipients who are to receive a pre-approval mail piece truly grant legitimate pre-approvals. Every
based on income level, lease termination is now done differently. Customers are still customer that receives a pre-approval letter
date, college graduation, bankruptcy, home selected based upon their credit, but now is approved. By utilizing a pre-approval sale
ownership, and most important, credit. Credit more care is taken to make sure that all program that truly guarantees the approvals,
allows a dealership to only send mail pieces required credit criteria for approval are met. dealers can not only eliminate headaches, but
to customers that fit the financing programs In bold print the mail pieces now clearly sell far more vehicles to far more people.
available to the dealership. Moreover, mail state income requirements that may affect
Finally a real pre-
pieces can be designed with offers that the pre-approval.
appeal to the selected demographic. The
offers made in mail pieces have become approval sale where
more and more aggressive attempting to Over the past 30 they really buy
convince customers to visit dealerships. years of running the paper! Until
Pre-approval sales have grown in popularity
some of the largest now, nobody has
over the last several years. Dealers have GM and Ford guaranteed to fund
blanketed their markets with mail pieces operations in the every contract that
bearing messages like, “Bad Credit, country and as a walks through the
Divorce, No Credit, No Problem. You are
PRE-APPROVED at Somewhere Motors.”
dealer myself, I door with a pre-
These messages are extremely appealing to have used every approval mail piece.
the credit-challenged, and many respond. direct mail company
- Robert Register, Tony Moore
Unfortunately, a high percentage of these in the nation … if I Automotive in Huntsville, AL.
haven’t used them
people who were lead to believe that they
were pre-approved are no longer approved
when they reach the dealership. This is I have at least been A second benefit of a real pre-approval
counterproductive for everyone involved. pitched by them, sale is the additional sales and gross profit.
The customer is upset because he/she wasted
and I have Þnally Consider a 5,000 piece pre-approval sale
$10 in gas and his day off to visit your store. without a firm offer of credit. If 2 percent
The sales person is upset because him/her found a real pre- of the people who receive the mail piece
customer couldn’t get approved. And you, approval sale with visit the dealership, there will 100 ups.
the dealer, just had 100 people in the store 300up Promotions. Unfortunately, only half will qualify, so
from a 5,000-piece campaign and less than even with a 25 percent closing ratio on the
half even qualified to buy a car. This is not - Earl Hudson, Earl Hudson Buick 50 qualified ups there will only be 12 sales.
where it ends. A phone call from the Attorney Pontiac GMC in Shelbyville, TN. Now consider the same 5,000 piece pre-
20

21. approval sale with all 5,000 pieces going to
people who qualify. With the same 2 percent
return and the same 100 ups, the results are
doubled. Now all 100 ups are guaranteed to
qualify, so closing 25 percent will now result
in 25 sales. Using an average gross of $2500
per copy, the guaranteed pre-approval sale
will gross $62,500. That is an additional
$32,500 over the pre-approval sale without 5000 Piece Mailer
the guarantee. Traditional Method
When choosing a Ups
company to partner
100
with for direct mail, Ups that
the three most import Qualify 50
things to consider are.
1. The validity and Sales at 25%
legality of the offer; it Close 12
is important to have a 0 10 20 30 40 50 60 70 80 90 100
real deal pre-approval
sale.
2. Customer service
is king. A partner in
direct-mail marketing Improved Method
must be able to
respond quickly and Ups
100
effectively.
3. The price is also Ups that
important. The better Qualify 100
the price, the greater
return on investment. Sales at 25%
Close 25
- Keith Sheldon, GM Courtesy
0 10 20 30 40 50 60 70 80 90 100
Chevrolet Sonic Automotive
Group in Atlanta, GA.
By partnering with a direct mail company
that can guarantee the approval of every
customer that walks into your dealership Gross ProÞt
holding a mail piece, your dealership can
avoid the problems created by the new laws Traditional
governing pre-approval sales, sell more cars Method $30,000
and improve ROI at the same time.
Improved
Ben Elliott is the president and CEO of
Method $62,500
300 Up Promotions. He can be contacted
at 866.319.7337, or by e-mail at 0 10 20 30 40 50 60 70 80 90 100
belliott@autosuccess.biz. Thousands of Dollars
august 2005
21

22. TonyDupaquier
And You Are ...
If a customer comes unable to read any coded information.
into a store and buys It is the responsibility of the dealership to
a vehicle with a At the same time, the customer’s information conduct its own identity theft prevention.
stolen identity, who is is instantly run through the most current Banks and lenders are not responsible for
at fault? The person Specialty Designated National’s (SDN) list, ensuring the identity of a customer and do
perpetrating the crime which is required of all U.S. businesses to not perform any background checks because
is at fault – there is no doubt about that. ensure they do not conduct business with the majority of banks allow their computer
However, the bigger question becomes, who anyone on the registry. systems to approve loans based on an
is responsible for the loan? The dealership. algorithm, not human verification.
As part of the process, it is recommended to
If this situation has not yet happened to you, swipe the customer’s license prior to the test High-tech methods are not the only way to
be prepared to send a lender a check or two drive. If no information is found on the back deal with today’s fraudulent customers and
when it does. No section of the country or of the card, a dealership may not want this employees. By installing a few policies,
type of franchise is immune to this rampantly person to test drive a vehicle for the sake of a dealership can reduce its risk; however,
growing problem. the sales person’s security. someone must inspect these polices on a
continuing basis.
On TV, seemingly every week, the news
reports on corporations losing customers’ High-tech For starters, become very familiar with the
personal information or thieves hacking into
computer systems. In June, a sales person methods are not driver’s licenses and identification cards
issued in your state. Many states have a
at a dealership in Texas was arrested for the only way to guide that you can get from the Department
switching the identities of customers who
had bad credit with the identities of people deal with today’s of Transportation that will help identify false
cards. Always have a copy of a customer’s
who had good credit, and the customers were fraudulent driver’s license in your permanent files for
100 percent unaware of the situation.
customers and further reference. A copy of the customer’s
Social Security card or other identification
You and your dealership must take action employees. that displays this number should be in every
By installing a
now. deal jacket.
There are several avenues a dealership few policies, a Require proof of income. This may be the
dealership can
can take to prevent identity fraud. It is lowest-tech method of checking identity
important to note, though, that once a available. In many identity-theft cases,
program is installed, it becomes everyone’s
responsibility in the dealership to ensure
reduce its risk; the thief used people with good credit that
would ensure an “instant approval” from
compliance. most lenders. When a sales manager or
Once the customer has agreed to purchase business manager sees that a credit score
The easiest way to ensure a customer’s a vehicle, the business manager or sales is high enough for approval, it becomes an
identity is to use an online service that manager will look up the customer and instant contract. If a lender does not require
electronically verifies personal information. insert his or her Social Security number proof of income, most business managers
One such service is Valid Auto, which is by into the system. Once this is done, the will not ask for it. It is time for this practice
far the most advanced product in the industry. information is verified on many levels. The to change in response to the identity theft
The company started in the banking industry program starts by verifying the customer’s problem. Even if a thief does have a Social
and in the past year expanded to meet the name, surnames, middle and maiden names. Security number and an ID to back up the
needs of the automotive market. It also goes though an extensive background name being used, what other documentation
check of the customer’s current and previous do they have available? Chances are, a thief
What makes this program so effective addresses, and it determines if the birth cannot offer up a paycheck stub to verify the
in the prevention of fraud is the way the date entered matches other data systems income he or she is claiming on the customer
information is entered into the system and with similar information. Furthermore, the statement.
the measures it goes through to ensure program checks to see if the person is using
a person’s identity. Using a scanner and a Social Security number from a person who Dealerships have the ability to cover their
an online connection, the system reads is deceased – a common ploy among identity assets with simple polices enforced by
the magnetic strip on a driver’s license to thieves. everyone.
pull a customer’s information – and even
employees’ information, as well. Should a If all checks out, the system gives a clear Tony Dupaquier is the director of
F&I training for American Financial &
person attempt to present anything other than status on the customer. If a red X appears, Automotive Services Inc. He can be
an authentic identification card, a red flag further investigation is required before contacted at 866.856.6754, or by e-mail at
will be raised instantly when the computer is contracting this customer. tdupaquier@autosuccess.biz.
22

24. ScottJoseph
How to Really Maximize
an Employee Price Program
Last month, I promised If you did chose to ignore them then the next profits by almost 100 percent by retaining
you an article on how question is, why? an additional 5 percent of your customers.
to drive traffic into Simply cutting defections in half will more
your showroom during You have invested a small fortune to attract than double the average company’s growth
your slowest days of and earn your customers’ business. Assuming rate.
the week. they will automatically come back to you is a
critical mistake. The most successful offers any direct mail
Every now and then something comes along company can create are offers that are
and you have to make adjustments - that time The numbers never lie. Thirteen percent of real, believable, credible and factual. The
is now! your very satisfied customers defect every employee pricing programs are exactly that.
year. In a typical company today, customers
Right now many of you just experienced are defecting at a rate of 10 to 30 percent Think about it for a second. The reason
dramatic increases in showroom traffic due per year. Sixty to 80 percent of customers employee price offers work so well has
to the employee discount programs offered who defect to your competitors indicate that nothing to do with the actual money
by the Big 3 manufacturers (at the time I just prior to their defection they were either involved. In some cases customers could
wrote this, all the employee price programs satisfied or very satisfied. On average, U.S. actually save more money with previous
were set to end on Aug. 1). So now that your companies now lose half their customers in rebate offers. Perception is critical. Most
traffic challenge was temporarily solved and five years. consumers believe that employees always
the manufacturers experienced nice market get the best price.
share gains, the real question is, what did The reality is that 70 percent of the customers
your dealership do to protect its previous lost defected due to a lack of attention or So, if your manufacturer is continuing to
customers from the onslaught of ads targeted interest. offer an employee pricing program, then
toward them from your direct competitors? immediately take steps to protect your
If your answer is nothing then the short-term How is your offer better than your direct store’s most valuable asset - your previous
focus for your store may have cost you a lot competitor’s? Why should these previous customers. If your manufacturer is not
more than what you think you gained. The customers or potential future customers making these offers, you can still benefit
next question is, what can you do from this give you the opportunity to earn their by creating an offer that gives consumers a
point forward? business again? Do you really think a good chance to buy a vehicle for a price as if they
satisfaction rating is enough? Customers can were an employee of your dealership.
You had a supreme opportunity to be satisfied and not loyal.
dramatically effect one of the only three If the Big 3 decide not to extend the offers
ways to grow your business - grow your The bottom line: regardless of your past Aug. 1, then what do you plan to do
customer base. You had a choice to make. satisfaction rating you must give your to keep your traffic levels high? If the
You could sit back and try to capture a lot customer a reason to come back into your employee price programs proved anything
of new business or you could have focused store and buy again. Direct mail is the most it is that a great offer and good advertising
on your previous customers simultaneously. cost-effective way to reach your previous can generate a lot of traffic. Consumers have
Think about it - if you added an additional customers - in fact it is one of the only ways. become callous to rebates. It’s nice to see
25 to 50 new customers in July but 25 to 50 I’ll give you a few stats: 56 percent say the manufacturers doing what direct mail
of your previous customers decided to buy receiving mail is a real pleasure; 55 percent companies have promoted for years - an offer
from your direct competitor, you haven’t look forward to discovering the mail they that is real, but more important, an offer the
grown at all. receive; and 67 percent feel mail is more customer actually gets excited about.
personal than the Internet.
From the very moment GM, Ford and Everyone knows the value of keeping
Chrysler announced its employee pricing With direct mail you can make offers your customers. My hope is that all of you made
program, our business from their dealers competitors can’t. If your customer can get the decision to protect your most important
nearly doubled. I’m not naïve, and I’m sure the employee price from any competing asset – your previous customers – during this
J&L Marketing Inc. is not the only direct dealer then why should they visit you? With outstanding marketing campaign. If not, then
mail company who has experienced this direct mail you can offer several reasons: it’s not too late. The next question you need
surge in business. Which brings me to my chance to win cash or a new car, higher trade to answer is, what can you do right now so
point - dealers were doing everything in amounts, a free gift as a thank you for the your customer gives you another opportunity
their power to take advantage of this offer opportunity, etc. to sell them a car today? You can start by
and make sure these customers visit their giving them a believable, credible and
showroom. With the increase in advertising Plus, if you do have a great customer factual reason they should and the rest is
out there, whether you like it or not, your satisfaction rating then just asking them to simple – ask them to buy again.
customers were getting bombarded with give you the opportunity may be enough.
every kind of advertising imaginable. Remember, 70 percent of the customers lost
defect due to a lack of attention or interest. Scott Joseph is the president of J&L
Did you get caught up in the excitement of Marketing Inc. He can be contacted
all the “new” traffic and ignore your most Once again the numbers don’t lie. According at 866.429.6846, or by e-mail at
important asset – your previous customers? to Harvard Business Review, you can boost sjoseph@autosuccess.biz.
24

25. CarolMartin-Ardell
Steering Out of Control
If you have ever those of your employee.
noticed an overall
decrease in the • Find common ground when
enthusiasm of your communicating to others.
staff, it may be their You don’t want to speak a language no
way of exhibiting one else understands. Whether you’re
stress. Experts agree that tardiness, reserved or animated, you’ll need to
absenteeism and negative attitudes spike find ways to connect with all of your
when employees feel stressed about their employees -- even those who are very
job. Stress almost always leads to some different from you. Also consider the
form of bad judgment, apathy, injuries or individual personalities of your team
poor health. It can take down even the most members before taking on someone
unflappable individual. new. Feelings of resentment and
demoralization are sure to follow if one
Ensuring that each member of your team person clearly does not fit in or can’t
is working under acceptable conditions can relate to what others say.
ease anxieties. Differences in individual
characteristics like personality, work • Assess your own work pace.
pace and level of assertiveness must be If you tend to be quick, chances are
considered when predicting whether certain you’ll want staff members who can
job conditions will result in stress; what is keep up with you, deal with changes
stressful for one person may not be stressful and stay flexible when it comes to
for someone else. juggling priorities. However, if you’re
the type who doesn’t believe in rushing
Stress can be caused by poor communication and tends to systematically tackle one
between a worker and a superior. Some task at a time, you’re bound to expect
managers sometimes assume that each the same of your employees.
one of their staff members is comfortable
directing himself or herself. While some • Predetermine how much assistance
subordinates might be self-sufficient, others you’re willing to give an employee.
may seek direction and guidance; many People acclimate to their responsibilities
want their leader to be available to answer and environments in various manners
questions or point them in the right direction and at various speeds; some are more
when problems arise. Confusion about the willing than others to take risks.
expectations of a manager versus the needs Remember, though, that mistakes
of an employee will cause stress. and wrong decisions can sometimes
be made when individuals try to take
If you are the type who focuses on end results, matters into their own hands. Can you
thinks for yourself, acts independently and deal with imperfection?
expects others to do so as well then look for
workers who are self-governing and not so When people are feeling stressed on the job,
timid or meticulous that they must be walked their behavior often becomes uncharacteristic.
through everyday situations. The gregarious, enthusiastic worker who
normally charms everyone might suddenly
If you tend to control the details of most seem outspoken -- talking first, thinking later.
situations and prefer to keep everyone on a Your ambitious, assertive sales person might
short leash, avoid taking on employees who transform into a bold, overly aggressive
crave freedom and want to resolve their own competitor, someone who intimidates people
dilemmas. Be prepared to loosen up your or bullies them around. Watch for these
management style when trying to see eye to behaviors, and be assured that if you have
eye with a freedom-loving subordinate. some insight about your employees, you’ll
be able to manage them more effectively and
Try these tactics to help decrease everyone’s reduce environmental stress.
stress on the job:
• DeÞne each subordinate’s role.
Be sure each employee knows what you Carol Martin-Ardell is a senior consultant
do and do not expect. This will avoid with the Omnia Group. She can be
confusion and help to steer off any contacted at 800.601.3216, or by e-mail at
conflicts between your objectives and cmartin@autosuccess.biz.
august 2005
25

26. AnthonyHall
Fact Finding
Facts lead to more Broad questions: vehicles. To make sure we find the one that
sales and more profits. They give the customer the latitude to speak is best for you, is it OK if I get some basic
You’ve heard this freely as they usually require a descriptive information?
saying, “Information answer. Psychologically, it is a good idea
is power.” This is one to begin with broad open-ended questions Circumstance questions:
of the keys to success since the customer’s response will provide Do you use your vehicle for work? Do you
in sales. Facts will: you with his or her’s frame of reference. tow a lot?
• Predict objections Examples: “Tell me about the vehicle you You should always begin with broad
• Eliminate objections are driving?” Or, “What brought you to the questions because you want to establish
• Help better overcome objections dealership?” Also “Why are you looking to the customer’s frame of reference, if broad
• Find out what is really important to replace your vehicle?” questions are not effective, you must switch
the customer (hot buttons) to narrow questions but remember getting
• Show that you have a true interest in the customer to provide relevant information
•
the customer’s wants and needs
Build better rapport The key is for you is the purpose of the interview. To find areas
of need, the customer must tell you what he
• Personalize the presentation to listen during or she needs. Such as who, what, where,
•
•
Help with better vehicle selection
Eliminate misunderstandings the sales interview. when and why.
• Establish control Listening enables A sales person must avoid asking the
The key to fact finding is effective you to identify following questions because they will lead
to negative responses and loss of control!
questioning skills, backed up by active beneÞts from
listening. The questions we ask and how we
ask them are essential to fact finding. what you hear. •
•
Would you like to drive the car?
What color do you desire?
The sales person • Have you been shopping?
The purpose of questioning is to develop an
awareness of the customer’s actual needs often wants to sell •
•
What have you been offered?
What do you think your trade is
and priorities. All too often, sales people by doing all the worth?
have a tendency to do all the talking and
little or no listening. The key here is if the talking. • Would you take?
• What is it going to take to do business
salesperson is doing the talking, he/she never today?
finds out what is important to the customer.
Don’t make the mistake of trying to sell what Narrow questions: The key is for you to listen during the sales
you think is important rather than taking the They are direct; they guide the customer to interview. Listening enables you to identify
time to find out what is important to the a specific topic or need that the customer benefits from what you hear. The sales
customer! may not have considered previously. They person often wants to sell by doing all the
usually are answered in one or two words talking. This could be the biggest mistake a
The objective of questioning is to enable us and are particularly effective when the sales person makes. Ask questions and listen
to lead the customer to conclusions that are customer is not very talkative. By directing for needs and then turn features into benefits
positive and consistent with our purpose as the sales presentation through the use of through the listening skills you’ve learned.
opposed to giving the customer conclusions narrow questioning, you are able to receive
that are not his own. All of us can relate to vital information about the customer’s Customers want you to help them buy!
the fact that we much more readily accept needs. (Danger: Narrow questions thrown at
our own ideas than someone else’s. the customer in rapid fire succession tend to I’ve seen sales people sell cars and buy them
be intimidating and cause the customer to be back by running their mouth.
While questioning in itself is not difficult, it on the defensive!) Narrow questions should
requires some discipline because it represents be used to direct the customer’s attention to God gave you two ears and one mouth use
a departure from our old established ways of a specific area of need or conversation, and them in proportion.
doing things. With effort and practice, you to promote agreement.
will be amazed at how well the customer
responds to your showing an interest in him Example: “It sounds like reliability is an
or her by asking the right kind of question. area of importance to your decision, is that
Remember, we all like to talk about what is correct?”
important to us. Anthony Hall is a training consultant
Permission questions: at Ziegler Supersystems. He can be
There are two types of questions we will be Would it be alright if I ask you a few contacted at 800.610.9047, or by e-mail at
working with, they are broad and narrow. questions? We offer a wide variety of ahall@autosuccess.biz.
26

28. SeanWolfington
Is it Marketing, the
Manufacturer or Leadership
Take a look at your A leader in the automotive industry emerges will immediately buy into a radical vision,
dealership, think from being able to identify and serve the and some will join the show much more
about other places fundamental needs, aspirations and values of slowly than others. The leader takes every
you’ve worked and the customer. Leaders engage their customers opportunity and will use whatever works to
other organizations and their stakeholders by: developing a convince others to own the vision.
you know and ask vision, selling the vision, finding a way In order to create followers, the leader has to
yourself what is it that fuels their success? forward and leading the change. be very careful in creating trust. The personal
Is it market conditions? Inventory mix? integrity of the leader is a critical part of the
Franchise number and type? Number of Developing the vision package they are selling. In effect, they are
rooftops? Marketing strategy? While there Leadership starts with the development of a selling themselves as well as the vision.
are many factors that contribute to whether vision, a view of the future that will excite
a dealership will thrive or flounder in the both employees and customers. This vision Finding the way forward
industry today, it’s leadership (or lack may be developed by the leader, by the To adapt and thrive in the ever-changing
thereof) that will make or break a store. senior team or may emerge from a broad automotive industry, the leader is constantly
series of discussions. The important factor is seeking the way forward. Some leaders
Leadership is about implementing new ideas. the dealer and the leadership team buy into know the way and simply want others to
Whether you’ve been in the business five it completely. follow them. Others do not have a ready
years or 50, leaders learn quickly that it’s strategy, but will happily lead the exploration
important to continually change themselves. Selling the vision of possible routes to success in bringing the
They stay flexible and seek to continually It’s not enough to create the vision; you have vision to life.
improve themselves and those around them. to sell it. Selling the vision isn’t something
Leaders appeal to higher ideals and values of that happens once and bam it’s sold. Instead, The route forward may not be obvious and
followers. In doing so, they model the values a leader finds that he or she is constantly may not be plotted in details, but with a clear
themselves and use charismatic methods to selling and reselling the vision. This takes vision, the direction will always be known.
attract people. energy and commitment, as few people Thus finding the way forward can be an
ongoing process of course correction.
Leading the charge
The final stage is to remain up-front and
These People Are Bad. central during the action. Leaders are always
visible. They show by their attitudes and
That's Good. actions how everyone else should behave.
They also make continued efforts to motivate
and rally their followers.
People with bad credit aren't always bad people. They
can be really good if you know how to find and process
It is their unswerving commitment as much
them. Last year we handled over
as anything else that keeps people going,
2,500,000 Sub-Prime leads with particularly through the darker times when
our VOISYSTM Loan By Phone, some may question whether the vision can
Direct Mail and Internet ever be achieved. The leader seeks to infect
programs. We guarantee our his or her followers again and again with a
programs, performance and high level of commitment to the vision.
results 100%.
Call us now and learn One of our goals is to help dealers clarify
how we can help you their vision, sell it to those around them and
with Sub-Prime create a tactical plan to move the dealership
prospects. You'll do forward. We leave it to them to lead the
a better job and charge, and as a result, they find themselves
generate extra profits! selling more cars, making more money and
having more fun while the competition is left
Good is good. in the dust.
Bad can be awesome.
1-800-438-8642
www.voisys.com Sean WolÞngton is the owner of
BZResults.com. He can be contacted at
“We're the car guys helping car guys!” 866.802.5753, or by e-mail at
swolÞngton@autosuccess.biz.
28

29. RandyBarone
New Software Steps Up
Pre-Owned ProÞtability
You can experience an This is achieved with specially designed
increase in efficiency software that provides a history of prior sales
and more strategic on a particular model, which helps make the
management of your customer more confident about purchasing
pre-owned business the vehicle, as well as the transaction
with technology that process overall. Because you have been
will help you reach a greater profit potential. able to obtain highly accurate appraisals,
New software systems can now minimize your customers feel more confident about
the margin of error on such transactions as their decision at point of sale. Many
appraisals and trade-ins, and give you the new versions of the software also offer
tools you need to make the best inventory integrated CARFAX® reports that not only
decisions for your market. appeal to customers, but protect you from
unmentioned vehicle damage, as well.
Getting the right inventory
we’re this close to a cure
How do these software packages achieve Your appraisal process becomes streamlined
all of this? First, by enabling you to make to ensure a consistent presentation to
the right offers on the right vehicles to customers every time. “Appraised vehicle
ensure that your inventory has the greatest sheets” reflect professionalism and integrity
appeal to potential buyers. This enables your -- qualities that customers will connect with
dealership to sell more new cars and gain your dealership and subsequently discuss
even more customers. among their families and friends. It’s a way
to generate substantial referrals and repeat
business with a click of a mouse.
If a customer comes
to a dealership Another important advantage is in terms of
compliance for your dealership. It is the
looking for a speciÞc most fair and accurate appraisal process
car that is not on possible. If a customer decides to “private
the lot, they don’t sell,” the market data provided on similar
vehicles enables you to present fact-based
have to be turned appraisals as an added benefit for them.
away. You can scan
Empowering dealer groups
inventory at different For dealer groups with inventory sharing
locations and give and multi-store supervision, the software
Juvenile Diabetes
them what they want. provides added empowerment. If a customer
Mary Tyler Moore
affects millions
comes to a dealership looking for a specific International Chairman and causes long-
car that is not on the lot, they don’t have to term complications like blindness
The software’s appraisal tools make it less be turned away. You can scan inventory at
likely you will lose sales to a competitor different locations and give them what they and kidney failure. Not to mention
because you didn’t offer enough on trade-in want. Also, your appraisers are alerted if pain and worry no kid should have
value. The software also creates an ideal the customer received an appraisal at an to live with. But we’re closer than
inventory model that is customized for affiliated dealership.
your dealership. This model indicates the ever to a cure. Your help makes
best inventory to stock on the lot, and gives You also can exchange vehicles that are life-saving research possible. Call
you accurate information on which vehicles not likely to sell on your lot for ones that 1.800.533.CURE or visit
turn faster and make the dealership the most are. The system can be set up to enable
www.jdrf.org.
profit. The software takes the guesswork out groups to track “true” inventory time as a
of deciding which trades to keep and which vehicle moves to associated group locations.
to sell on the Internet, as well as which Still another advantage is the ability to
vehicles to trade and which to send to an reduce wholesale losses significantly, while
auction. increasing retail unit sales and profit.
Driving customers to your pre-owned
showcase
Once the software has given you an ideal Randy Barone is vice president of sales at
inventory model, and the inside knowledge American Auto Exchange Inc. a subsidiary
and information on how to build that of JM Family Enterprises. He can be
inventory, you can quickly enhance customer contacted at 800.901.3017, or by e-mail at
relationships and increase your sales. rbarone@autosuccess.biz.
august 2005
29

30. MarkTewart
The Champion Coach
Great managers view poor results. Managers and coaches can’t demonstrate. If the player believes the process
themselves as coaches give a process to their players and expect can be executed properly and has evidential
more than managers. the process to work without consistently proof that his or her coach or someone else
There is an old adage: motivating and leading the players in the can do it in the way that is expected, the
“Lead people and system. player will emotionally buy into the process.
manage things.” There The coaches must get the commitment or
is a fine line between creating and utilizing Think of your process like a machine. A buy-in for anything to work. Therefore,
systems and processes and micromanaging machine is created to perform the desired coaches must have the trust and respect of
details without emphasizing the power of function. Once you create the machine, you the players. There is also a second part of
personal interaction. test it and know it will work. It fails when the the demonstration that must take place. The
mechanics of the machine break or when the demonstration phase should move from the
Good systems and processes should allow operator has an error in operating the machine. coach demonstrating to the player to the stage
employees to raise their performance by Your business process is much the same. where the player performs the functions with
giving them confidence in their direction close direction and inspection of the coach.
and lessening the burden of the manager When you integrate a player into a system,
and coach from having to constantly inform you must explain what they are to do. Next, The last step of the implementation is never-
people of their expected actions. a coach must explain why the player must ending. This stage is continual coaching
perform the tasks required utilizing the and inspection. Players must know they
The problems and obstacles for mangers and desired process. When the why gets strong, are continually being coached, inspired and
coaches happen when the process is elevated the how gets easy. If a player is clear about reviewed in their performance.
over the players who utilize those systems and the why, the process will be performed with
Recently, my daughter Erin secured a
an improper implementation training process maximum results.
summer job after her first year in college.
is used. Great systems with poor people make
She is employed by the J. Alexander chain
for poor results. Great systems tied to poor The third step is to demonstrate how the
of restaurants. The process employed by J.
coaching of people in the system results in tasks and process work. Don’t just tell –
Alexander’s is not only a good reference
point for the steps of coaching that I have
mentioned, but is a reference for excellence.
Erin was interviewed and profiled by
three different managers on three different
Keep your customers occasions. When Erin was hired, she had to
complete detailed training that would make
for just pennies a day. many businesses green with envy. Erin had
to train with a study guide consisting of more
than 100 pages. Erin had to pass six written
tests just to begin serving as a waitress or as
they are called in their culture – champions.
She had to be able to recite the company creed.
Further training and testing was required to be
Loyalty DriverTM by . able to serve on the weekends, which are their
busiest days. Before being released to begin
is email marketing made
her position, Erin had to shadow another
easy. Your own customized trained champion and then switch and have
e-newsletter with profes- the experienced person trail her. Both Erin
and I were amazed at the commitment to
sionally written content
process, training and implementation.
and sophisticated report-
ing including our unique
Remember, the processes and dedication of
J. Alexander’s produces a champion who
buy signal allowing you to can serve and produce an experience that
know when your customer is measured in small dollars. Your business
is ready to buy.
may produce a product and experience that is
measured in many thousands of dollars. Based
on your process, training, implementation and
coaching, are you a coaching champion?
CONTACT US TODAY
at 866-964-NEWS (6397) ext.214 Mark Tewart is the president of Tewart
Enterprises. He can be contacted at
or email us at loyaltydriver@imninc.com 866.429.6844, or by e-mail at
mtewart@autosuccess.biz.
30

31. PattiWood
Smile and the
World Smiles With You
You’ve experienced you are tired of getting up at 3 in morning to cooperate. So even when the smile was
it. You come into the and changing their diapers. A child’s smile a football field away the cave man noticing
office with a real big has been shown to give the same level of him approach his cave knew the smile was
smile on your face stimulation as eating 2,000 chocolate bars or safe and he shouldn’t be afraid.
and suddenly people receiving $15,000 in cash.
respond to you with Does a smile mean that someone is
a smile and seem to treat you better. It’s a How do you smile or what deÞnes a smile? happy?
well-researched social phenomenon. In fact, You can use more than 80 different facial No. There are more than 50 different types
just looking at the photos of happy-faced muscles to smile, and we typically see it of smiles. We smile not only when we
people has been shown to make a person as a spreading and upturning of the lips. It are happy but when we are feeling other
brain waves go to a happier mode. And a changes the face significantly enough that emotions, as well. This may make it difficult
seeing a smile can give you more pleasure it can be detected and recognized after 3 to tell what someone really means when they
than money, sex or eating chocolate. In this seconds from a great distance, 300 feet, smile. According to Paul Ekman, the father
article you will discover the answers to some or the length of a football field. Sounds of facial expression research, there are more
perplexing questions about smiling. incredible doesn’t it? than a dozen different positive emotions
expressed with various smiles. If you know
When do you begin smiling? Why did our ancestors need to smile? what specific part of the face to look at you
Though babies aren’t born smiling, about Though they did not attend a lot of cocktail can tell whether someone is really smiling
three weeks after birth, babies give a fleeting parties where they needed to smile and from happiness or not.
smile in response to touch and sound and make small talk, our cave man ancestors
visual cues like the funny faces and sounds did run into other cave men they did not How can you tell if someone is giving a
you tend to make. They start recognizing know. So they smiled as they approached a sincere smile?
faces and smiling socially, that is smiling stranger to say, “I am harmless. Don’t pick Look at the eyes not the mouth. When
to get you to smile and treat them well at up your spear and kill me.” In fact, it is the
about eight to 12 weeks. Just about the time oldest form of expression to show a desire continued on page 36
august 2005
31

32. PaulAccinno
Leverage Your Ofßine Marketing Efforts
“Just $199 down Here are some tips on how to accomplish the ad agency or the local newspaper.
... $199 a month ... this: These will show up fine with Adobe
that’s $199 down ... Acrobat Reader. Make sure your Web
and $199 a month ... Step 1: Have an initial meeting with site provider installs a simple button
this is not a lease ... your dealer and general manager to download the Reader. TV and radio
you own it just $199 to explain that you would like the commercials could be difficult based
down and $199 a month,” Intones the radio dealership’s Web site to tie into on the location and bandwidth of your
announcer on a local dealership’s latest radio the weekly and monthly dealership customers.
spot. It most likely ends with ... “so visit us at promotions and to be sure that the
www.dealershipname.com.” This is a good Web site URL is included in all forms Step 4: If you have specific offers being
idea; to tie online marketing to “offline” of advertising. Make sure everyone advertised (like the one mentioned
marketing. It’s called “synergy.” The only is on the same page when it comes to at the beginning of this article) be
problem is if you went to the dealer’s Web marketing synergy for your Web site. sure they are included somewhere on
site, there would most likely be no mention the Web site under weekly specials,
of this special offer, let alone a listing of the Step 2: Ask to have a subsequent featured vehicles or special offers. Also,
vehicles that qualify for this offer. meeting that includes your ad agency you should include your offline offers in
and Web site provider. your responses to Internet leads.
This is a challenge at most dealerships. Short
There is no
of updating the inventory on a regular basis, Step 5: Instruct your ad agency to have
there is typically little else on a dealer’s Web commercials and ads drive customers
site that is current or refers to offers and
events that appear in newspaper, radio, TV question that to the Web site for details. “Only $199
down and $199 a month. See our Web
and direct mail ads.
having a well- site at www.dealershipname.com for
specific details and to view our entire
Part of the challenge is that Internet integrated inventory of these certified pre-owned,
marketing
managers are not always in the loop when late model low-mileage beauties.” In
it comes to making marketing decisions and the old days, you would say “See this
program
plans for the dealership. These decisions are Sunday’s ad for details.” but why drive
typically made with the dealer or general someone to a newspaper full of your
manager and the ad agency. So getting the
information you need to keep the Web site can increase competitor’s ads? Be sure to utilize
this same strategy in all your offline
current from a marketing perspective is a hit-
or-miss proposition at best. The other factor
your total mediums.
that makes this difficult is the time it takes to dealership Step 6: Be diligent. Monitor your
sales, not just
do this properly. As we discussed in July’s Web site at least weekly to make sure
article, “Maximize Your Internet Sales” that your ad agency and your Web site
(page 20), the Internet manager’s main
responsibility is to sell Internet appointments Internet sales. provider are communicating. Send them
both quick e-mails if you find one end is
not be a marketing manager. dropping the ball.
Step 3: With the support of your
There is no question that having a well- management team, explain to the ad If you set this process up correctly in your
integrated marketing program can increase agency how important it is to include initial meetings, it can be a pretty painless
your total dealership sales, not just Internet the dealership URL in all advertising and seamless experience that allows you to
sales. TV commercials only last 30, 15 and that you want to leverage as many harness the significant monthly advertising
or even 10 seconds. Radio commercials aspects of the dealership’s marketing expenditures of your dealership and
typically last 60 or 30 seconds. Billboards efforts online. Ad agencies typically ultimately sell more vehicles on the Web.
go by in a flash. There’s only so much room forget to include the URL in dealership
on a direct mail piece, and you’re probably advertising. More specifically, when
not in the newspaper every day. But your graphics are produced for print, you want
Web site is available 24/7/365 and typically those same graphics sent to the Web site
has unlimited space to provide details for provider in a digital format. You should
special offers and campaign details. So using include those (tent sale graphics as an
your Web site to support and leverage your example) on your homepage with some
Paul Accinno is the preseident and CEO
offline marketing efforts is a key factor in supporting copy. Also get a PDF file of of WorldDealer, Inc. He can be contacted
maintaining a truly integrated marketing the weekly newspaper ads forwarded at 866.319.6284, or by e-mail at
program. to your Web site provider from either paccinno@autosuccess.biz.
32

33. 1-888-Get-A-Car & www.getacar.com
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email: perot@getacar.com www.getacar.com

34. DanVogel
CRM Evolution
Advanced dealerships some challenges. Wouldn’t it be great if customer prospects, whether they walk in,
that have invested a single tool could help dealerships take phone in, or come in through the Internet.
in the excellent customers through the full cycle of pre- and The overall Web-based program should
Customer Relationship post-sale CRM? Dealers across the country enable customized marketing campaigns
M a n a g e m e n t would benefit from the cost savings of based on a wide selection of customer data
(CRM) technologies available for both dealing with one vendor that can offer a points. Under the single interface, qualified
lead management and customer retention single tool that will provide a single point of leads and timely service reminders will
have experienced increased dealership data entry, and the ability to stay in contact be directed to the customer retention and
closing ratios and retention rates. For some with all customers at any time. follow-up systems accordingly, so dealers
dealerships, applying these tools has become can capitalize on promising opportunities.
fundamental to helping manage daily Automotive CRM vendors will soon
business. Beyond managing daily business, begin to address the challenges faced by Beyond an excellent retention and lead
effective automotive CRM tools are vital to dealerships that are using multiple systems. management foundation, the following list
the long-term customer life cycle where a In the near future we will start to see cutting- outlines added benefits that dealers can
dealership must have access to, and stay in edge CRM vendors leading a shift to single- look forward to in future integrated CRM
touch with, customers for several years. interface CRM solutions. The new solutions programs.
will be designed to coordinate all outreach
Although there are efficient lead to customers and prospects combining • One-time entry of data for prospects
management and customer retention tools lead management with post-sale retention or customers, even across a
available for dealers today, setting up and and integrating customer segmentation dealership group
maintaining multiple programs can present with personalized communications across • Reduced administrative and billing
multiple channels. duties
• Flexibility between in-house and
#1 Dealer An integrated solution will also allow
dealerships to streamline administrative
outsourced strategies depending
on changes in season, budget and
Success Variable? and accounting tasks by dealing with one
vendor, accelerating outreach time, reducing
staffing fluctuation
• Option to outsource day-to-day
• Franchise? • Location? staff hours dedicated to CRM and easing outreach functions to CRM vendor if
transition and work flow during periods of faced with an immediate deficiency
• Facility? • People?
O
high employee turnover. in staffing and/or expertise
• Coordination of outreach across all
Great people make the real difference! But with Forward-thinking dealers always have a departments before and after the
all the demands on your time and the shortage of
automotive professionals in the market, how do lot to risk and a lot to gain when adopting vehicle sale
you build the right team that will determine your new technologies. Due to rising dealership
dealership’s level of success?
overheads, dealers are aware that efficiencies An effective CRM partner is vital to
Automotive Careers, Inc. is a personnel search provided by single-vendor solutions can increasing a dealership’s bottom line.
firm that specializes in automotive retail
management positions. We have been assisting significantly impact their bottom lines. The By streamlining communications and
dealers identify, hire and retain the best available dealerships at the forefront of the single- transactions, combined solutions should
candidates to fit their dealership’s needs and solution trend will experience more control, grant dealers unmatched capabilities in
culture since 1989. We have spent over 15 years
searching out and monitoring the progress of less complication and better efficiency increasing dealership efficiencies, customer
hundreds of automotive professionals and our data because their services, parts and sales, and loyalty, and extending the consumer
base continues to grow every day. We also employ
state of the art recruiting methods, including marketing efforts will be truly aligned under purchasing lifecycle. Most importantly, the
Internet processes and blanket search techniques one program via a seamless point of entry. next wave of CRM tools will make the task
to identify the top talent in the industry.
of customer outreach easier and more cost-
We are proud of the positive impact we have had Dealers should expect that CRM effective.
on our clients’ businesses and our candidates’
careers. We welcome the opportunity to assist components will include advanced
your dealership meet the demanding standards of customer segmentation with personalized
the retail automotive industry.
communications across multiple channels,
Automotive Careers, Inc. including e-mail, telephone, Web sites and Dan Vogel is senior vice president
and general manager of AVV Inc., a
E-mail: dan@AutomotiveCareersInc.com print media. Lead management features subsidiary of Autobytel Inc. He can be
Web site: www.AutomotiveCareersInc.com should include real-time tracking of contacted at 866.826.8907, or by e-mail at
toll free: 866.318.8010 communication between dealership and all dvogel@autosuccess.biz.
34

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Or visit our website: WWW.WOLFINGTONGROUP.COM
Wolfington, a trusted name in the automotive industry since 1876.

36. continued
continued from page 31
looking for a real smile we usually look for a Movement is key. and her voice not sounding truly happy.
zygomatic smile because it uses the zygomatic If you are with a person as they smile, look
major muscle that runs from the cheekbone for the wave. No, not the football stadium Does it pay to give real smiles?
down at an angle to the corner of the lips. In a arm wave, the face wave. Real smiles seem Experts coded women’s smiles in their
zygomatic, smile the lips turn up significantly to crest over the face like a wave, changing yearbook photos. Women who gave real
at the corners and the cheeks seem to lift up. very rapidly from a small facial movement smiles were compared to those who didn’t.
This smile makes us look happy. around the lips and lifting the sides of the Years later the real smiles overwhelmingly
face and the eyes then the brows into a had happier lives.
The lower part of the face, however, is easy broad, open expression. Put your hands flat
for someone to manipulate, so the person over your face right now. Let your face relax. Do men and women smile differently or for
could be giving a fake smile. Now visualize a time when you were really different reasons?
happy or say out loud the word ‘money’ and You know the answer to this one. Any man
The upper part of the face is key. We often smile. Did you feel your hands move up. who has heard there wife say, “Everything is
look for the little wrinkles at the middle Did you also notice saying the word money fine” as she presses her lips together tightly
outside corner of the eyes. Most people creates the wave, kind of funny isn’t it? with slightly raised corners knows that
call them crow’s feet, but I call them happy women fake smiles more than men do. He
feet. Michael Douglas inevitably has those Timing is important. knows he had better watch out. Women fake
wrinkles when he has his wife on his arm. Just like other facial expressions, when smiles more than men do and are more aware
Again that still may fool us. We still don’t the smile occurs the person’s words and of smiling. Though they are more likely to
know just from crow’s feet if someone is emotions tell you if it is heartfelt. Typically, stop smiling in private. Men, as a gender, are
happy or he or she wants to look happy. a person will feel happy, smile and then say uncomfortable around women who aren’t
something happy. Feel - show - say. If you smiling. Men are often concerned that their
Typically, when someone is really happy, ask them if they are in a good mood and they smiles will make them appear less powerful.
their brow lowers and their eyes seem say, “Sure.’ Then they hesitate, then smile It makes sense as men with higher levels of
smaller. So look specifically at the muscles they are not feeling that smiley. testosterone smile less often. It is rather sad
that surround the eye socket. The muscles because if you smile less often you tend to
around the outer part of the eyes are hard to Listen to the voice. have fewer close relationships with others.
consciously control, only 10 percent of the The timbre of the voice of a real smile is
population can do it. So a real smile, that is so distinctly different than a fake smile that Do Americans smile more or differently
one from joy, contracts the circle of muscles the blind have no trouble distinguishing the than people in other cultures?
around the eyes. You also need to look at the voice of someone giving a real smile. And Americans smile more often and are more
brows overall and see if they lift from the you have probably experienced a cashier likely to simply part their lips and stretch the
person’s normal resting position. giving a fake smile and ‘Have a nice day’ corners of their mouths to smile. Basically,
we give a lot of fake smiles.
Though the British have a retrained dignified
smile they more likely than us to smile by
pulling their lips back and upwards and
exposing their lower teeth and doing the eye-
changing real smile. The French rarely smile
at a stranger, and tend to think Americans
who smile all the time look ridiculous. But
once they know you they will smile just
as positively as anyone. In some cultures
people will put their palm in front of their
face to cover an embarrassing show of
emotion given by a smile. In Korea, smiling
can be seen as something shallow people do.
In Indonesia the resting position of the face
is very often a smile.
Just as the cheshire cat left its mysterious
smile behind when it left, the smile has a
lasting effect on us. Next month you will
learn how the smile effects your relationships
with your coworkers, sales and customer
service interactions.
Patti Wood is the president of
Communication Dynamics. She can be
contacted at 800.849.3651, or by e-mail at
pwood@autosuccess.biz.
36

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