The document discusses various training and marketing strategies for automotive dealerships, highlighting successful case studies like Tasca Automotive and Walser Automotive. It emphasizes the importance of digital marketing, customer satisfaction, and the implementation of effective CRM tools to boost sales and customer loyalty. Additionally, it outlines the efforts of Sheehy Automotive to transform its internet department into a profitable center through comprehensive digital strategies.

1. Happy New Year
January 2007

5. • F&I Training
• Sales Training
• Menu Training
• Service Drive
Training
• Sales Management
Training
• Legal Seminars
• Used Car Management
Training
“It is sure to make myself and my
dealership more gross and retain
high CSI and customer loyalty.”
– Knapp Chevrolet
Visit us at the NADA Convention in February – Booth 5630
dealerinfo@afasinc.com • (800) 967-3633 • www.afasinc.com

8. eCRM Dealers of the Year
10 PatrickLuck
Arouse Emotion, Don’t Sell Logic
22 TomHopkins
Continuous Learning
24 BrianTracy
Kings Toyota
The Biggest Showroom in the Universe
26 PatrickLuck
Increase Your Online Profits by Rewriting Your Used
Car Manager’s Job Description
28 DavidKain
10 Stop Negotiating in the Business Office
Sell Whatcha’ Got
30
31
JeffMorrill
TonyDupaquier
Targeted Web Video and Your Ad Strategy, Part 1
32 PhilSura
Key Performance Indicators, Part 5
36 HeatherConary
Training Essential to Telephone Success
38 AlanRam
Personal Development is Personal,
and Commitment is Key 39 MichaelYork
Getting a Head Start:
Planning Your Direct Mail Marketing for the New Year
40 JimYoung
Brand Yourself
44 DavidThomas
Customer Segmentation:
Increasing Retention and Profitability
45 MelissaRimoldi
What Have We Done to Our Sales People
46 EricMélon
How to Start Off Winning
48 DeliaPassi
Never Ask a Question If You Don’t Already Know the Answer
50 RichardLibin
By Design or Default
Customer Pay Labor and Parts Profit Training
52 SteveLaPenta
The Art of Recruiting
56 DixonJudd
A New Year’s Resolution:
Break Up Your Unplowed Ground
58 JesseBiter
Car Sales 101: A Case Study
59 MarkTewart
Six Steps to a Great Presentation at Your Next Meeting, Part 1
60 PattiWood
Four Pillars of Prospecting
62 DirkZeller
Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist
luck43@sellingsuccessonline.com courtney.paris@sellingsuccessonline.com
Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist
Louisville, Kentucky 40245 design@sellingsuccessonline.com bb11@sellingsuccessonline.com
Dave Davis, Creative Strategist & Editor Toni Stephens, Sales-improvement Strategist
toll free: 877.818.6620
ddavis@sellingsuccessonline.com tstephens@sellingsuccessonline.com
facsimile: 502.588.3170
Cori Frye, Sales-improvement Strategist
web: www.SellingSuccessOnline.com cfrye@sellingsuccessonline.com
helping to promote...
James 4:10
Humble yourselves in the sight of the Lord, and He shall lift you up.
God is the source of all supply
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10. • Tasca.com
• Walser.com
• Sheehy.com
• RickCase.com
• RedMcCombs.com
• ParagonHonda.com
• HerbChambers.com
• HouseofCourtesy.com
• DaveSmithMotors.com
• HarveyAutos.com
ers know and expect more from their dealers
than ever before.
Therein lays the challenge and the opportuni-
ty. Smart dealers are meeting and exceeding
these customers’ expectations. Top perform-
ing dealers have used the Internet to increase
their retail sales by 20 to 25 percent and to
improve the profitability of their F&I, Service
and Parts Departments as well. Although dif-
ferent dealers’ strategies vary, there are some
essential elements that most successful dealers
possess. AutoSuccess looks for the following
five key elements to determine the winners of
the eCRM Dealers of the Year Awards:
• WELL-DEFINED STRATEGY: A detailed
marketing plan with clear objectives to attract
traffic to their site, phones and showroom.
• HIGH-IMPACT WEB SITE: A customer-
friendly site that is innovative, engaging and
informative, and that promotes all profit cen-
Our staff at AutoSuccess nomenon. This revolutionary medium has en- ters of the dealership.
is dedicated to address- abled dealerships to generate substantial returns • POWERFUL CRM TOOL: A fully au-
ing the specific needs on their investment by utilizing the innovation tomated prospect management tool that will
of new car and light of the Internet and CRM to promote all profit manage and measure all of their leads and drive
truck dealerships by centers within their dealership – from new and quality traffic to the phones and showroom.
providing cutting-edge, used sales, to F&I, to parts and service. • INNOVATIVE MARKETING: Effective
solution-based resolu- media-enriched e-mails and phone scripts to
tions to aid dealers in Dealers are spending more and more money on contact prospects.
becoming more suc- mass advertising that has increased in cost and • PEOPLE & PROCESS: Well trained and
by Patrick Luck cessful, and ultimately decreased in effectiveness. The most frustrat- dedicated Internet specialists to sell appoint-
to establish the results ing part of this equation is that dealers cannot ments and well-equipped sales consultants to
they desire: increased profits. In the process of measure the return on their advertising invest- build value in the dealership and the vehicle.
providing research-based innovative solutions, ment. That is why many successful dealers are • PRECISION MEASUREMENT &
the AutoSuccess team incorporates the input of shifting their ad spending from mass advertis- TRACKING: Measurable results and auto-
hundreds of dealers nationwide. ing to targeted digital marketing that has a bet- mated reports to track metrics in order to con-
ter return and is more measurable. tinually refine processes and improve results.
In an effort to recognize the outstanding digital
marketing initiatives and campaigns among the Another trend that has influenced dealer ad- Winning entries tell a great story of marketing
nation’s most successful dealers, AutoSuccess vertising is the influence the Internet is having challenges, demonstrate excellence in market-
honors those dealers who have effectively lev- on how customers are beginning their buying ing strategy and objectives, show measurable
eraged the power of the Internet and CRM to process. Statistics consistently show a grow- results and describe the unique lessons learned
harness substantial results. What our research ing increase in the number of customers who from their marketing campaign or program.
has shown is that the nation’s top performing have used the Web to research information at The end result is a smarter marketing strategy
dealers are harnessing their knowledge, experi- some point during the process of purchasing a that uses intelligent digital marketing tools and
ence and resources toward this marketing phe- vehicle. CSI surveys reveal that these custom- training to sell more cars for less cost.
10

11. Tasca Auto Group
Accelerating from eCRM to eSatisfaction with 63% Customer Loyalty
What better way for one
of the nation’s fast-
est growing dealers
to spend his spare
time than behind
the wheel of a modi-
fied ’07 Shelby Mus-
tang making 3,500
hp and accelerating
to 210 mph in just
3.7 seconds! That’s
no ordinary car; it’s a
National Hot Rod As-
sociation Top Alcohol
Funny Car piloted
by Bob Tasca III.
Likewise, Tasca Automotive Group is no ordi-
nary dealership. The Tasca Group has grown “Our Digital Marketing System turns traffic into leads while pro-
from a small one-rooftop store to a multi-fran- viding the kind of online experience that fits with the Tasca Way.”
chise auto group in the New England area. - Bob Tasca III
Tasca Automotive Group is now operated by
third generation Tasca family members led by 1. Customized marketing lists for targeted More and more successful dealerships are us-
prospects ing the Internet to communicate with their cus-
auto enthusiast/pilot Bob Tasca III. Their con-
2. Media enriched customized bulk e-mail tomers because it is effective, convenient and
tinued growth and success can be attributed to campaigns inexpensive. “Our customers love our buzz-
the “Tasca Way” of doing business which fo- 3. Automated delivery of graphic and multime-
mails,” adds Bob, “These customized, multi-
cuses on customer satisfaction. dia digital presentations via e-mail
4. Integration of optional promotional and cus- media mini-commercials are loaded with inter-
tom features active features that keep the customer engaged
The scope of Customer Relation Management 5. Management of calls, appointments and pro- while obtaining the information they are seek-
has evolved into more than just the face to face cesses ing. When it comes down to it, whatever we’re
encounter on the showroom floor. Through the 6. Automated and measurable results doing is working!”
power of the Internet and digital marketing,
fully automated CRM tools are providing the THE BOTTOM LINE
opportunity for today’s successful dealerships
to take customer satisfaction to a new level. • Tasca.com awarded E-Dealer Of The Year three consecutive years.
Not only are the Tasca Customer Satisfaction
Indexes among the highest in the nation, the
• Tasca is the largest Ford Motor Company dealer in New England.
technology of their automated CRM tools have
been instrumental in increasing online sales
• Tasca has partnered with BZ Results to make the shift to digital
by more than 84 units per month. “Our online
marketing and to sell an additional 80 + units per month.
presence is a whole new way to communicate
with our client base. Our philosophy at this • Tasca’s customer loyalty rating is above 63 percent and their CSI is
dealership for more than 20 years has been to among the highest in the nation.
rely on repeat and referral business, and our
CRM provides a better way to serve our cus- • Tasca uses automated CRM technology to improve customer service.
tomers,” explains Bob. “Here’s what an effec-
tive CRM tool should provide:” • Tasca Auto Group thrives on repeat and referral business.
11

12. The Walser Group
Executing Success: Increasing Closing Ratio to 20 Percent
Walser Automotive has
joined the revolu-
tion, implement-
ing a centralized
eStrategy in 12
franchises. Estab-
lished in 1956,
Walser Automotive
has grown into a
network of top qual-
ity dealerships across
Minnesota who are
committed to offering
the best service in
the industry. What
makes the Walser Group unique is their “ne-
gotiation-free” philosophy, which they call
the “Walser Way.”
“We understand the importance of process and execution, and as a result have
built a great foundation in terms of percentages and closing ratios.”
Walser Automotive has a fundamentally dif- - Andrew Walser
ferent approach to the car buying experience.
The core principle of the Walser Way is to couple of stores in the mid 20s! That’s quite year creating goals and perfecting processes.
give the absolute lowest price up front – no a bit higher than the national average of 5 Andrew Walser is passionate about his com-
negotiating, no waiting. The same policy ap- percent.” mitment to centralizing processes and ex-
plies to every new and pre-owned vehicle. ecuting on them. Even with the spectacular
The Walser Way empowers the customer and Without the right people and the right pro- results they have seen thus far, 2007 is sure
associate by giving them both the sovereign cesses in place, the greatest technology in to hold great promise for this extraordinary
control to make the deal. It is up-front. It is the world is a wasted investment. Newcom- results-driven dealership group. With the
honest. And it is simple. Everyone pays the er to the arena of Top eCRM Dealers of the right tools, people and processes in place, the
same low price…fast, fair and easy. Year, Walser Automotive has spent this past only thing left to do is make it happen.
Walser Automotive knows the importance THE BOTTOM LINE
of having the right people and the right pro-
cess in place. Since implementing a new • Walser Automotive has implemented a new Digital Marketing Strategy.
Digital Marketing Strategy within the last
year, owner Andrew Walser explains, “The
• Walser Automotive knows the importance of having the right process.
greatest accomplishment since hiring our
new Digital Marketing Consultant is that we
• The BDC staff successfully sets appts on 32 percent of leads at Walser.com.
have centralized a consistent process in all
of our 12 franchises. We understand the im-
portance of process and execution, and as a • Walser Automotive has increased closing ratios up to 20+ percent in two
franchises.
result have built a great foundation in terms
of percentages and closing ratios. Currently • The Walser Way is a “negotiation-free” philosophy. Everyone pays the
we are setting appointments on 32 percent of same low price.
our leads with an 80 percent show up rate. • Walser Automotive conversion ratio is 10 to 15 percent higher than the
That’s generating a 15-17 percent conver- national average.
sion ratio on our total leads. We even have a
12

13. Sheehy Automotive
Continued Success – Increased Results up to 700 Percent
Since implementing their
new digital market-
ing strategy a few
years ago, Sheehy
Automotive has
steadily increased
their leads, and are
now up to the 700
percent mark! This
proves that a clear
strategy, complete
with the right people,
process and tools de-
signed to utilize the
Internet to improve
business is not just a
passing fad with tem-
porary results, but the
way of the future for
automobile retailers. Let’s take a look at how
a large volume dealership group in the highly
competitive DC area transformed their average
Internet department into a whole new profit
“We worked with a results-oriented automotive Internet consulting firm to build a
generating center.
complete strategy including the redesign of our Web site, staffing and training the
Sheehy Automotive, with 18 franchises within team, implementing a process, establishing pricing and fine-tuning lead manage-
13 dealerships across Maryland and Virginia, ment.” - Roy Reutter, Internet Director at Sheehy
had immediate results following the imple-
mentation of their strategy. In the initial two media has enabled us to increase traffic and marketing strategy, they have seen the average
months, their BDC had increased leads by 230 sales at a lower cost than ever.” cost per sale drop from more than $500 per sale
percent which translated into an additional 279 to about $130.
units in one month. They are now generating With Internet marketing, everything is mea-
3,449 leads per month and have exceeded their surable. Performance metrics help track your The most important metrics to track:
goal of 300 sales per month with an all-time dealership’s performance and the return on • Number of visitors to Web site
high of 414 sales from the Internet Department. your investment. It’s important to have the • Conversion Ratio
Not only has Sheehy maintained their steady right CRM tool that will integrate and automate
• Closing Ratio
growth, they’re decreasing their cost per sale data so that your strategies can be updated and
revised when needed. Reutter added that the • Average gross profit
in the process.
measurability of ROI on the Internet is unparal- • Cost per sale by lead source
Sheehy Automotive began with a business plan leled in the car business. In tracking their new
that outlined what they needed to do to use the
Web to grow their business. Roy Reutter, In- THE BOTTOM LINE
ternet director at Sheehy, indicated that in the
beginning they were relying on third party
• Sheehy sold 414 units online in just one month.
lead providers for their leads and sales. “We
quickly realized that we needed more than just
a Web site and a few third-party lead provid- • After launching the new Web site, Sheehy went from 400 to 1,350 leads in
ers,” explains Reutter. “We worked with a re- only 60 days, and today it generates more than 3,400 leads per month.
sults-oriented automotive Internet consulting
firm to build a complete strategy including the • The closing ratio for the leads from Sheehy.com is three to four times
redesign of our Web site, staffing and training higher, and the cost per sale is about $130 per car.
the team, implementing a process, establishing
pricing, and fine-tuning lead management," • Sheehy.com is designed to drive phone and showroom traffic, and the
Reutter added. Web site is now its No. 1 source of phone leads.
On the topic of marketing, Reutter reflects, “If • Sheehy's Web site vendor positions it on search engines and helps mar-
you can’t generate traffic you might as well ket the Web site online and through multimedia e-mail campaigns.
not have a Web site. Search Engine Optimiza-
tion in conjunction with multi-media buzzmail • www.Sheehy.com has been recognized as one of the top eCRM Dealers
campaigns blended with traditional marketing of the Year for three years in a row.
13

14. Rick Case
eCommerce Dept. Sells Additional 250 Units per Month
Rick Case sold his first
car at the ripe age
of 14 years old. It
was an old “fixer-
upper” which
he purchased,
tweaked, and then
resold for a profit.
Rick claims he
made more on that
one car than he
had made all year
as a paper delivery
boy. And so the leg-
end began. By 1965
Rick had opened his
first Honda vehicle
franchise, and estab-
lished his stature as
having a keen eye for how innovation can
lead to opportunities.
Today the Rick Case Automotive Group,
comprised of 14 dealerships throughout Fort "RickCase.com has unique features such as Virtual Test Drives which provide the
Lauderdale, Atlanta and Cleveland, is enjoy- customer with a multimedia vehicle tour that highlights the unique features of the
ing tremendous growth in its eCommerce vehicle they’re interested in.” - Rick Case, Owner
initiatives, doubling their Internet sales from
250 to more than 500 units per month while
cutting their cost per sale from $340 per car SEO/SEM and our technology partner who 30 percent. All leads go to our lead manage-
to only $210. employs two “Google Certified” experts to ment tool, which makes it quick and easy to
help generate more high quality leads. We execute campaigns at any time.
How has the Rick Case Automotive Group use mix of organic SEO, which costs less but 4. Create effective, low-cost e-mail cam-
achieved incremental sales and a boost in takes time to establish, and SEM which pro- paigns: With our new CRM tool we can
profitability during this growth period? One vides more immediate and predictable results. reach hundreds and even thousands of pros-
key to recent success at the Rick Case Auto- SEM ads are purchased through competitive pects and existing customers. We’re able to
motive Group was their switch in technology bids and are easier to budget. create unique mini-commercials that grab
and training vendors. The group put together 3. Establish a strategy to populate e-mail the customers’ attention and prompt them to
a new eCommerce strategy that combines the database: Holding our team accountable come in or contact the dealership. If they
power of search engine marketing, search in both sales and service, we have seen our don’t contact us, our highly trained CRC
engine optimization, and e-mail campaigns e-mail address capture rate increase nearly team follows up until they do.
to increase traffic. Their new e-marketing
strategy, complete with new Web site tech- THE BOTTOM LINE
nology and design, helped generate an aver-
age of 5000 leads per month. They’re even • Rick Case used eCommerce strategy to increase sales from 250 to 500+
selling an additional 250 units per month out in just 9 months.
of their eCommerce Department.
• Rick Case Automotive Group is comprised of 14 dealerships throughout
Rick and Rita share their Marketing Best Fort Lauderdale, Atlanta & Cleveland.
Practices:
• RickCase.com and new eMarketing strategy generate an average of
1. Build the right Web site: www.RickCase. 5,000 leads per month.
com is more than just a Web site; it’s a Vir-
tual Dealership which serves as our own re- • The Rick Case Automotive Group used their new e-marketing strategy
gional buying service. Our site along with to cut cost per sale from $340 per car to only $210.
innovative SEM strategies drives more qual-
ity traffic to the dealership which increases • The Rick Case Automotive Group uses SEO and SEM to dominate search
leads, reduces reliance on third-party lead engine results.
providers, and lowers costs.
2. Implement the right balance of SEO/ • Rick Case uses their CRM system to communicate special offers to en-
SEM: To attract today’s shoppers, we rely on tire customer database.
14

15. Red McCombs
A Texas-Sized Legend: Selling 500 Online Units per Month
Everything is bigger in
Texas, including the
results from Red
McCombs’ digital
marketing initia-
tives. Successful
implementation
of digital market-
ing strategies is the
key to success for
the nation’s top per-
forming dealerships.
Capitalizing on the
power of digital
marketing, Red Mc-
Combs.com is leading
the way to success by
establishing Red Mc-
Combs as one of the
largest dealerships in
the country. After
successfully estab-
lishing their presence
on the Web, www.RedMcCombs.com enabled
their eCommerce Department to increase sales
volume from 40 vehicles to over 500 vehicles
per month! Tony Rimas, director of eCom-
merce, provides a summary of what it takes to “Our Digital Marketing System continues to provide us with consistent re-
achieve phenomenal success with digital mar- sults, increased sales and customer satisfaction at a lower cost per sale.”
keting. - Tony Rimas - eCommerce Director Red McCombs
FIVE KEYS TO SUCCESSFUL IMPLE-
MENTATION OF DIGITAL MARKETING media enriched Web site and a fully automated only a great Web site, and that’s not the case.
CRM tool to create a 24 hour profit center. Tony Rimas explains: “Initially we had a pretty
1. The Right Vision: With the help of a quali- 4. The Right People: In order to get the right nice Web site, but we weren’t getting the results
fied automotive Internet specialist, define a results, you need to staff your team with edu- we wanted. We hired BZ Results who provided
clear vision of your dealership goals and spe- cated, well trained specialists who are passion- us with a complete digital marketing solution
cifically how you plan to get there. ate about what they do. including a high-end, custom Web site, search
2. The Right Strategy: Devise a plan that in- 5. The Right Process: Devise a step-by-step engine marketing, custom multi-media e-mail
volves commitment from the top. In order to action plan to maintain a successful CRM strat- campaigns, a CRM tool that automates follow-
effect change throughout the dealership, you egy. Monitor and measure all of the dealership up and the training to tie everything together.
need management commitment and direct in- lead and prospect activity. Our DMS system continues to provide Red
volvement from the dealer to the management McCombs with everything we need to attract,
team. Having the right combination of people, tools sell, and create loyal customers. The proof is
3. The Right Technology: Your digital mar- and processes in place will make it happen.
keting strategy should include a cutting-edge, in our results.”
Some dealers think they will get results with
THE BOTTOM LINE
• Since implementing its new Digital Marketing System, Red McCombs
continues to sell an additional 500 cars a month.
• With the right people, tools, and processes, Red McCombs has increased
gross profits from $60k per month to over $750k per mo.
• Red McCombs uses e-mail marketing campaigns and search engine
placement to increase sales and lower costs.
• Red McCombs increased its closing ratio from 3 percent to 19 percent
by automating much of its follow-up.
• Red McCombs uses Search Engine Optimization to dominate search
engine placement.
• Award winning RedMcCombs.com is generating more quality leads
while building customer loyalty.
15

16. Paragon Honda
Keys to Success Generate 200% Sales Increase While Lowering Costs
The last three years have
been quite an ex-
perience for Para-
gon Honda/Acura
and partners Brian
Benstock and Paul
Singer. Not only
did the dealership
increase their own
Web site sales by a
spectacular 1,000
percent, they also in-
creased their overall
sales by over 200 per-
cent according to their
factory reports. Results
like these have earned
www.ParagonCars.
com the Golden Web
Award and three-
peat eCRM Dealer of the Year. What’s the key
to their success? In the latter part of 2003, Ben-
stock and Singer decided to completely change
their marketing strategy to leverage the power “After the first four months we left the newspaper and saved over $100,000 in ad-
of the Web and CRM and take the dealership to vertising. The best part is that while our advertising expense decreased our sales
the next level. “After the first four months we increased by almost 200 percent.” - Brian Benstock
left the newspaper and saved over $100,000 in
advertising. The best part is that while our ad-
vertising expense decreased our sales increased couple others. 8. Training: Training holds the key to sustained
by almost 200 percent,” said Benstock. 5. People: We staff our CRC with people whose results. To launch our new system, we con-
only job is to sell the appointment and allow the ducted a manager’s strategy bootcamp and then
Below Benstock and Singer share their own top sales person to sell the car. systematically trained everyone in the CRC on
10 tips for building an unbeatable e-commerce 6. Process: We’ve been able to increase sales the best phone, follow-up and sales skills the in-
and CRM strategy and the secrets to Paragon’s without a drastic increase in staff and overhead dustry has to offer.
phenomenal success. because 75 percent of our follow-up process is 9. Measure/Manage: Set up automatic reports
automated with a prospect management tool. on everything you need to improve your busi-
Paragon 9 Keys to Success: 7. Pricing: Selling cars on the Internet is not ness: the number of leads by source, response
1. Start with a Plan: Launching a new Web site, about giving cars away. If we do not ask for rate and time, appointment percent, show per-
a CRC and an eCommerce marketing strategy a fair profit we won’t get one so we aim to be cent, closing percent, cost per lead, cost per
can be overwhelming. With the help of technol- competitive while maintaining a fair profit. sale, etc.
ogy partner, we created a detailed action plan for
every step.
2. Technology: Find a total system that includes
THE BOTTOM LINE
a high-end custom Web site, a suite of multi-me-
• Paragon’s overall sales have increased by almost 200 percent incremen-
dia e-mails to drive traffic and a prospecting and
tally year to date over last year according to their factory reports.
CRM tool that automates much of the e-mail
activity. Our Web site generates measurable re-
• Paragon’s digital marketing strategy made them No. 1 in Certified Pre-
sults: www.ParagonAuto.com.
Owned in their region and No. 3 in the US.
3. Marketing: Traffic exploded immediately
upon implementing our new system thanks to • Honda Motors Corp reports that Paragon’s closing ratio increased from
the use of advanced search engine placement and 9 to 25 percent which translates into a 300 percent higher closing ratio
bulk e-mail marketing. We select from hundreds than the national average.
of multimedia campaigns to send thousands of
buzzmails every month to generate measurable • Paragon has decreased their cost per sale from $500 to $100 per unit.
traffic at no additional cost.
4. Referral Services: Track your closing ratio
and cost per sale by lead source and you can • Paragon’s eMarketing has increased the traffic on their site from 4,000
eliminate the poor performing lead providers. to 20,000+ new visitors per month.
We found that the leads from our Web site have • Paragon has seen a 300 percent increase in the effectiveness of their
the best closing ratio compared with other lead e-marketing tools which has been the key driver to their overall growth in
sources, although we did keep AutoTrader and a new & pre-owned sales.
16

17. Herb Chambers
Selling Additional 600-700 Vehicles Online
As a young boy, Herb
Chambers used to
ride his bike to a
local dealership
just to look at new
Buicks. Little did
he know that he was
destined to become
the largest automo-
bile dealer in New
England grossing
over $1.4 billion in
sales just last year.
An article was recently
written for The Boston
Globe about how Herb
Chambers’ passion
for high performance
autos fuels his love
for the automobile
business. The article featured Chambers’ col-
lection of 15-20 fabulous new and vintage cars
which he loves to drive, and was appropriately
entitled, “What Herb Chambers Drives.” With
the tremendous success that Herb Chambers “We measure everything and hold regular meetings to discuss our progress and to
has accomplished, owning 23 dealerships at find ways to fine-tune our processes. The customized reports give us the informa-
last count, a more fitting topic would be, “What tion we need, the number of leads by source, response rate, appointment percent-
drives Herb Chambers?”
age, show percentage, closing percentage and cost per sale.” - Jay Gubala
Herb Chambers purchased his first car deal-
ership in 1985 in New London, Connecticut, vehicles. Once he found the right technology visible on the Internet with listings ahead of
and within a span of a few years has grown his partner, HerbChambers.com began to lever- their competitors.
enterprise into one of the largest in the coun- age the cutting-edge technology of innovative
try. What drives Herb Chambers is his undy- high-impact Web sites and digital marketing To tie it all together, HerbChambers.com relies
ing commitment to provide the highest quality tools like animated multi-media e-mails into on their fully integrated, fully automated CRM
service to his customers, and to operate profes- all its dealerships in order to make good on his Tool for measurement and reporting. “You
sionally managed dealerships committed to be- commitment to provide the highest quality ser- cannot manage what you cannot measure,”
ing leaders in the market areas they serve. vice to their customers. explains Jay Gubala, group eBusiness direc-
tor. “We measure everything and hold regular
How does Herb Chambers sell an additional Herb Chambers utilizes the ever-evolving tech- meetings to discuss our progress and to find
600-700 vehicles over the Internet alone and nology of Search Engine Marketing and Search ways to fine-tune our processes. The custom-
continue to provide the highest-quality service Engine Optimization to ensure top ranking ized reports give us the information we need,
to his customers? The answer is revealed in among the world’s most popular search en- the number of leads by source, response rate,
the question through the power of the Internet. gines like Google, Yahoo and MSN. An ef- appointment percentage, show percentage,
Herb Chambers knew early on that the Internet fective SEM/SEO combination customized to closing percentage and cost per sale,” adds
would revolutionize the way consumers buy their needs makes HerbChambers.com highly Gubala.
THE BOTTOM LINE
• Herb Chambers is the largest Dealer in New England.
• HerbChambers.com sells an additional 600-700 units per month online.
• www.HerbChambers.com is a nationally acclaimed award-winning site.
• HerbChambers.com utilizes SEM/SEO to dominate the market.
• Herb Chambers was named 2005 and 2006 eCRM Dealer of the Year.
17

18. Courtesy Chevrolet
Excusing the Competition: Selling Additional 384 Units in One Month
In 1955, on the outskirts
of town off of East
Camelback Road,
the dreams of
two individuals
become a reality.
Edward Fitzgerald
together with his
partner, R. Mitchel
McLure, estab-
lished a dealership
that was destined to
become one of the
largest automobile
franchises in the Unit-
ed States. It all began
in an old farm house
which served as the
showroom and office, with a tiny shed out
back that doubled as a makeshift garage and
make-ready area. In spite of such a mod-
est beginning, Courtesy Chevrolet, located
“Our new digital marketing strategy and high-end media-enriched Web site have
in Phoenix, Arizona is now leveraging the
increased our leads by more than 400 percent.”
power of the Internet to dominate the market
- Scott Gruwell
in the Valley of the Sun.
Courtesy Chevrolet Vice President and them before they fall trap to third party lead tant factor in launching a successful BDC,
Dealer Operator William Gruwell has been providers who sell our leads to competitors,” Scott Gruwell tells us, “If you can’t generate
a partner in the business since 1981. Upon Paglia adds. “Our ROI has gone up, our cost traffic, the BDC will be an expensive fail-
the passing of Fitzgerald in 2000, Gruwell per sale has dropped, and our traffic and in- ure.” Courtesy relies on CRM tool buzztrak
became a partner with Mrs. Fitzgerald, and cremental sales have skyrocketed.” In one for e-mail marketing and search engine mar-
today they employ over 400 staff members, month alone, HouseofCourtesy.com gener- keting to generate more traffic. “Our new
all of which have helped to build Courtesy ated an additional 384 units with a cost per digital marketing strategy and high-end me-
Chevrolet into the icon of success that it is sale ranging from only $125 to $200. dia-enriched Web site designed by BZ Re-
today. In recent years, William Gruwell’s sults have increased our leads by more than
sons, Mark and Scott, have worked in sales, When asked to name the single most impor- 400 percent,” adds Gruwell.
and are now used and new car sales manag-
ers, respectively.
THE BOTTOM LINE
The Business Development Center at Cour-
tesy Chevrolet, under the direction of Ralph • Courtesy Chevrolet uses HouseofCourtesy.com to promote all of the
Paglia, sets the pace in the automobile indus- profit centers within the dealership.
try today because of their awesome success
in digital marketing. The foundation of the • Courtesy Chevrolet’s BDC helped sell 384 extra cars and generate $582k
BDC at Courtesy Chevrolet is a success- in one month.
fully implemented Search Engine Marketing
strategy along with a cutting-edge technol- • Courtesy Chevrolet consistently recognized as one of the top Chevy
ogy rich Web site. Together the combina- dealers in the United States.
tion promotes and drives all of their profit
centers within the dealership. Paglia uses • Courtesy Chevrolet was named one of the Top 10 eCRM Dealers of the
targeted banner campaigns as an effective Year 2004, 2005 and 2006.
online marketing medium that allows Cour-
• Courtesy’s Web site and BDC took them from 40 sales to 384 sales after
tesy Chevrolet to market directly to people
a two-year period.
living within the geographic areas around
their dealership. “Our main goal is to be • Courtesy’s cost per sale ranges from $125-$200 since installing their
where our customers are and try to capture new marketing and BDC system.
18

19. Dave Smith Motors
No. 1 Dodge Chrysler Jeep Dealer
Dave Smith is breaking
the mold. Dave
Smith Motors is
located in Kellogg,
Idaho, a small rural
mining town with a
population of 2,400.
With technology cre-
ated in-house, Smith
is using the power
of the Internet to in-
crease sales and prof-
its - and increase they
did. His efforts have
yielded Dave Smith
Motors the recognition
of being the larg-
est Dodge Chrysler
Jeep Dealer in the world for the third year, and
the largest GMC Dealer in the Northwest. Dave
Smith Motors is selling over 400 Internet-lead
ating/follow-up systems available on the mar- Lead Rocket also helps management track CSI.
vehicles a month with CRM technology that
ket. I then put in a full-out press on developing All sales associates must maintain a minimum
he developed and implemented. But for Ken
a Web site and then started developing our of 95 percent customer satisfaction score. At
Smith, president of the dealership, size doesn’t
Lead Rocket. Today it’s a completely different Dave Smith Motors, they expect high scores,
matter. His aggressiveness and creative mind
system than what we’d originally developed.” which means associates have to take care
has helped the dealership he took over from
of the customer. As an intranet system, Lead
his father grow to a $250 million business in a
Dave Smith Motors’ system also has a CRM Rocket lets anyone within the dealership send
county of only 14,000 people.
tool to help track leads. It requires site visitors electronic messages throughout the store. The
to provide extensive information before they system features in-house classified ads, lists all
In the early 1980s Dave Smith developed the
can submit the request, which helps get bet- accessory prices and phone numbers for all em-
one-price system and continues today with
ter-quality leads. Lead Rocket time and date ployees. And, because the system is tied into
this “hassle-free” buying philosophy. Smith
stamps the leads, and then turns them over their phone system, they know who the caller
draws customers from as far away as Alaska,
to the Internet team manager who distributes is when they phone and which sales associate
California and Colorado because they all get
them among the 25 dedicated Internet sales as- they’re working with.
the same bargain-basement deal - no haggling
sociates. Overflow leads go to the other sales
over discounts. When the company first got
associates in the main showroom.
started with the Internet and CRM, its approach
was to sell at a price lower than MSRP-plus,
so it started its own pricing system. The com- THE BOTTOM LINE
panies had about 10 computer programmers at
one time punching numbers to automate pric- • Dave Smith Motors is the world’s largest Dodge Chrysler Jeep Dealer for
ing to give customers an immediate, automated three consecutive years.
price. They decided that they wanted to be
ahead of the competition and ahead of the mar- • Their Web site helps them sell more than $600,000 a month in acces-
ket technologically as long as they could. Ken
sories.
says, “When the Internet came about around
• Their system includes a CRM tool to capture information and stay in
1992 we decided we wanted to be the dealer contact with the customer.
in the Internet field. At the time we started, we
weren’t doing much Internet business, and we
• Dave Smith Motors is the largest GMC Dealer in the Northwest.
weren’t sure where it would take us. But we did
know that if we could be first into it and could
keep updating our Internet sites and keep on • Dave Smith Motors has used the Internet and CRM to help grow its op-
progressing with it, we might succeed. eration into a $250 million business.
That’s why we developed our own system, be- • The dealership has a team of dedicated Internet sales associates to
cause at that time there weren’t any lead-gener-
handle all inbound leads.
19

20. Harvey Autos
Becoming No. 1 Online Dealer in State by Selling 70+ Additional Units/Month
Within the last year,
Harvey Autos has
increased its on-
line sales by 70-80
additional units per
month, a healthy
increase from sell-
ing only 5-8 units
per month just a few
short months ago.
This significant in-
crease is due to the
implementation of a
new digital marketing
strategy. This small
dealership in Bossier
City, Louisiana is
now on their way to
staking claim of being the largest on-line sales
dealership in Louisiana.
Harvey Autos hired an Internet marketing con- “Our technology partner provided us with a cutting-edge Web site fully equipped with
sulting firm with automobile expertise to de- state of the art features. Our new Web site serves as a digital marketing center that
sign and create their site based on the needs and drives traffic straight to our showroom.” - Gloria Williams, eCommerce Director
interests of consumers in their region. Gloria
Williams, eCommerce director, explains, “Our ness, it builds value in our dealership. Another keep the customer engaged in the buying cy-
technology partner provided us with a cutting- nice feature is “Virtual Test Drive” which gives cle,” added Williams.
edge Web site fully equipped with state of the the consumer a multi-media tour of the vehicle
art features. Our new Web site serves as a digi- they are interested in. Whether the customer is Now that the BDC Team at Harvey Auto has a
tal marketing center that drives traffic straight a high-speed or dial-up user, the tours engage good handle on Internet and incoming phone
to our showroom. We used the tools and train- the consumers and intimately connect them to opportunities, the game plan is to grow addi-
ing provided by our new partners to establish the vehicle. Other features that our customers tional opportunities with Search Engine Mar-
HarveyAutos.com as the primary Internet buy- comment on are the unique “Why Buy” buzz- keting. Their goal is for 100+ units alone from
ing service for our region. Our new Web site is mails or “Trade In Tutorial” micro Web sites the BDC Department and are expanding the
key to generating Internet leads, phone traffic that can be sent to our customers with links to department with another staffer to help with
and showroom traffic while promoting all of our specials, coupons and contact forms that the load.
our profit centers within the dealership.”
Harvey Autos needed to find an effective way
THE BOTTOM LINE
to lead their new-age customers to their Web
• Harvey Autos uses mass Search Engine Marketing to attract new buyers
site instead of to their competitors’ Web sites.
because it is inexpensive and produces a high return.
Gloria adds, “We also take advantage of ad-
vanced Search Engine Marketing to promote • Harvey Autos has trained their people on a successful process to in-
our Web site. SEM ensures that we get listed crease their appointments and show ratios.
ahead of competitors on the popular search en-
gines. I don’t know exactly how the formula • Harvey Autos uses a customer management system to manage and
works, but I know it’s effective. We have seen measure all of their customer activity.
our leads more than double and our phones are
ringing off the hook!” • Harvey Autos uses their CRM tool to automate their e-mail and follow
up activity.
Results are what effective Web sites are all
• Harvey Autos uses Internet marketing to improve their profits in sales &
about. “Our Web site has consistently con-
service departments while reducing overall advertising costs.
verted five to six times more visitors into leads
over our previous site. Because our site was • Harvey Autos has dominated the search engines to create a regional
created by experts who understand the car busi- buying service at www.HarveyAutos.com.
20

22. sts fos ls ms sf fis
TomHopkins
sales and training solution
Arouse Emotion,
Don’t Sell Logic
What is the emotional something that helps them satisfy their needs, the GPS systems and find no reason to have
process that leads to reinforce their image about that purchase. it other than the fact that suddenly they want
the purchase of a new Avoid worn-out phrases they’ve heard a it. It’s the latest and greatest. None of their
vehicle? It begins with thousand times. Stay away from the words friends have it. They start to feel excited,
a new development in clients stopped believing years ago. important and “rich” in thinking that they’ll
the buyer’s self-image. be ahead of the crowd by being the first in
That is, the buyers see themselves in a new Concentrate on your customers. Say their group of friends to own it.
way — as the owners of that new car, truck, sincere and positive things that reflect their
van or SUV and all the status it affords uniqueness, and you’ll not only make sales, Or, they might be feeling the pull to get it
them. you’ll create clients who’ll send you referrals because their friends already have it and
and buy from you again. can’t stop talking about how cool it is or how
If the projected vehicle purchase is small much time it has saved them.
in relation to the buyer’s income, the self- The key is to be disciplined to wait for
image change need only be small. But if the positive input. Unless you do that, you’ll find As you work at developing the skills to evoke
purchase is a large one, the change in self- yourself going on and on about something emotions in your customers, always keep
image that makes the purchase possible will they don’t like, and before you know it, that concept in mind. You can destroy sales
be large. Such a change can come about very you’re caught in a web of obvious insincerity. as rapidly as you can create them through the
quickly, though. It can take place within a Stick to the facts. clumsy use of, or the lack of control over,
few minutes, or even within a few seconds. the emotional setting. Also remember that
The mere fact that you’re a sales person will your actions, manners, words (how you say
Champion automotive sales people are adept arouse their negative emotions and they’ll them), your grooming and your clothes are
at spotting these changes in self-image as want to emotionally fight you. You need all things that trigger emotions in your future
they occur during sales presentations. They to get their emotions focused on their own clients — whether you want them to or not.
are quick to reinforce the buyers’ realization needs and desires in relation to the vehicle
that they can have, enjoy, deserve, need and they’re interested in. Then, you’ll build their There’s no way around it. People will
are worthy of the marvelous new vehicle emotions to where they will have convinced react emotionally to you. It is important
they like. Do that, and they won’t just like it; themselves of the decision to own. not to have them react with fear, anger or
they’ll want it, need it and realize they can’t disgust. To see some sales people approach
get along without it — then they’ll buy it. To get a thorough education in the emotions clients as though they had just fallen off the
that sell, watch television commercials, garbage truck, you’d swear that they don’t
First, be genuinely interested in doing your especially those aimed at children. Logic realize that future clients have feelings, too.
best for them. Once they see that you’re in sales is a gun without a trigger. You can Clients suffer the effects of fear when a
on their side, they’ll begin to like you and twirl it all you care to, but you can’t fire it. sales person comes on too strong; clients get
trust you. Then, they will tell you what Emotion is the trigger. You can hit the target angry when a sales person patronizes them;
they’re seeking to accomplish. Rise above with it. Every time you generate another clients feel disgust when a sales person is
the limitations of your own tastes and positive emotion, you’re pulling the trigger non-professional. Play the odds. Always
preferences. Recognize that what’s right for on another accurate shot at closing the sale. be professional and keep their emotions in
you isn’t right for everyone, and make an mind when meeting new people. Do that and
intense effort to see the world through your No skill that you can acquire in sales will you’ll close more sales.
customer’s eyes. enhance your earning power more than
learning how to arouse emotions in your
Second, use your expertise to guide your buyers in ways that are positive to the sale.
customers to the best solution, which your The exact words that you use will depend on
World-renowned master sales trainer Tom
inventory provides, for them. your offering, your personality, your buyers Hopkins is the chairman of Tom Hopkins
and market conditions. International. He can be contacted at
Third, wait for positive stimulus from your 866.347.6148, or by e-mail at
customers. If you believe they’ve found Some clients will see a new feature such as thopkins@autosuccessonline.com.
22 www.sellingsuccessonline.com

24. sts fos ls ms sf fis
BrianTracy
sales and training solution
Continuous Learning
Throughout the period of retirement which would be paid for Senge, who wrote The Fifth Dimension,
developed world, we by Social Security, savings and pensions. says that only learning organizations, those
have moved from an organizations that are capable of taking in new
era of manpower to an Today, with workforce requirements changing information, adapting it and using it faster
era of mind power. We so rapidly, you must continually be asking than their competitors, will survive in the fast-
have moved from the yourself, “What is my next job going to be?” changing, competitive world of tomorrow.
use of physical muscles to the use of mental You must also be asking yourself, on a regular
muscles. Today, the chief sources of value basis, “What is my next career going to be?” The more you know, the better you will be
in our society are knowledge and the ability at solving problems and getting results for
to apply that knowledge in a timely fashion. Imagine for a moment that your entire which people will pay you. The more you
In the information age, knowledge is king, company or industry vanished overnight and know, the more freedom and opportunity you
and those people who develop the ability to you had to start all over again in an entirely have. The more you learn and the faster you
acquire new and better forms of knowledge new business doing an entirely different learn it, the more rapidly you move upward
that they can apply to their work and to their job. What would it be? And don’t think this and onward in your career and in every other
lives will be the movers and shakers in our question is speculative or that it applies to area of your life.
society for the indefinite future. someone else. It is a question that you will
probably have to deal with, perhaps far sooner Between where you are and where you want
When you learn and practice the techniques than you expect. In thinking about your new to go, there is almost always a gap, and in
for rapid learning, when you join the learning job and your new career, here is the most almost every case you will find that you can
revolution, you will learn how to unlock the important question of all: “What do I have to bridge this gap with knowledge and skills. In
incredible powers of your mind. You will be absolutely, positively excellent at doing, in order to get from where you are to your goals,
learn how to become smarter and faster than order to earn an excellent living in my new you have to learn and practice something new
ever before. You will learn how to become a job and my new career?” and different. You have to learn new skills and
master of your fate, rather than a victim of abilities. You have to learn new attitudes and
circumstances. You will learn how to take The solution to almost every problem in methods. You have to learn new techniques
complete control of your present and future the world of work is to learn and practice and practices. If you want to be a better parent,
destiny so that you can accomplish and something new and different. When you learn you must learn and practice better parenting
achieve anything you want in life. how to use the incredible power of your brain skills. If you want to be a better spouse, you
to absorb and apply new ideas and information, must study and practice relationship skills. If
Knowledge is doubling every two to three you will be able to lead the field and rise to the you want to earn more money, you have to
years in almost every occupation and top of any profession or occupation. determine what it is that people will pay more
profession, including yours. This means that money for, and then get busy learning and
your knowledge must double every two to three Here’s another question for you: What is practicing those behaviors.
years for you to just stay even. People who are your most valuable asset? In terms of cash
not aggressively and continuously upgrading flow, what is the most valuable thing you Specific knowledge and specific skills will
their knowledge and skills are not staying have? Well, unless you are very rich, or have become obsolete with the passing of time,
in the same place; they are falling behind. a family trust account, your most valuable but learning how to learn is a permanent skill
You see this demonstrated all over the place asset is your “earning ability.” It is your that you can use all the days of your life. The
with massive lay-offs, declining wages and ability to apply your knowledge and skill in a people who join the learning revolution, and
growing insecurity in the workforce. You see timely fashion to get results for which others who learn how to learn faster, like those people
it in the increasing bewilderment and despair will pay. who first learned how to operate computers,
on the part of people who are being displaced or learned how to become excellent in their
from low-skill jobs which have either moved All your education, knowledge, experience, fields, will be able to earn more in one or two
overseas or disappeared altogether. We are reading, training and work have contributed years of work than the average person earns in
in the midst of a societal revolution where toward building up your earning ability. perhaps five or 10 years.
unionized industrial workers are becoming According to the research, the so-called
“rich” are almost invariably people who By joining the learning revolution, you will
a smaller and smaller percentage of our
started from common beginnings, often with enhance every area of your life. You will be
workforce each year.
great disadvantages, and then overcame those able to help your spouse and your children
As recently as the 1950s and 60s, it was circumstances by investing an enormous unlock and realize more of their individual
common to believe that you finished your amount of time and effort on developing their potentials. You will be a better friend in
schooling, got a job with a large company and earning ability. And you can do the same helping your friends use more of their
stayed with that company for the rest of your thing, starting today, or at any time. abilities. And you will be a better manager,
life. This was based on the old paradigm of developing the skills that will enable you to
learning. In this old paradigm, life was divided Management consultant Peter Drucker get far more out of yourself and other people
into three parts. First were your “learning” says that the truly educated person today than ever before.
years, during which you got your education, is a person who has learned how to learn
however extensive or limited. Then came your continuously throughout life. Tom Peters says Brian Tracy is the chairman and CEO
“earning” years. This was the period of time that continuous learning may be the only real of Brian Tracy International. He can be
during which you worked for a living. After source of sustainable competitive advantage contacted at 866.300.9881, or by e-mail at
that came your “yearning” years. This was the for individuals and corporations. And Peter btracy@autosuccessonline.com.
24 www.sellingsuccessonline.com

26. sts fos ls ms sf fis
PatrickLuck
special feature
Kings Toyota
The Biggest Showroom in the Universe
While rain, snow, heat Kings Toyota eventually overcame the Not that the monitors are all business in a
and cold are enemies of objections, though, and on July 28, 2006, the town proud of its NFL team. “Last Sunday Gerry Carmichael Linda Caruso Brad Cohen John Gonzales
most dealerships, Kings new facility, boasting 150 vehicles under one we turned on the Bengals’ game on all four General Manager New Car Manager New Car Manager Internet Sales Manager
Toyota in Cincinnati, roof, officially opened. monitors,” said Linda Caruso, one of the
Ohio, found a way dealership’s new car managers. The game “The average Toyota buyer is very educated, had been combined previously. “Probably the In addition to increased visibility and brand
around the weather “Customer reaction has been off the charts,” kept the atmosphere relaxed and inviting. “We and know what they want when they come most pleasant surprise of the whole deal is awareness – the dealership now has the largest
– they moved their new car lot indoors. Carmichael said. “People are really impressed, had to wait to sell cars because the customers in the door,” said Brad Cohen, another new how much it’s helped our used car facility by Toyota showroom in the nation – Gonzales
and in our surveys with Toyota, people are were watching the game, and it was nice for car manager for Kings Toyota. “The last part separating them,” Carmichael said. credits his department’s work ethic to the
“We were out of space at our old facility,” giving us glowing reviews. I think what they the employees who were here to be able to of the decision is the color they want and increase in online sales. “Toyota requires an
said Gerry Carmichael, the general manager like the most is that it’s very comfortable. We keep an eye on the game,” she said. the equipment. They may know they want a This has translated directly into new sales for answer to online inquiries within 24 hours,
of Kings Toyota. While looking for an answer try to keep things low-key so customers don’t Camry, but they might not know which Camry both lots. “We saw a 26 percent increase in but I require my guys and myself to respond
to their problem, an unusual opportunity feel like people are jumping all over them. It’s The size of the facility has allowed Kings or what level of accessories they want. This new car sales right off the bat, which we’ve within an hour. A lot of dealerships never
presented itself when the Kroger grocery store a very relaxed atmosphere.” Toyota to offer services that it never would gives them the opportunity to look and see. been able to maintain, and we’ve seen about answer or it takes them two or three days. By
located near the showroom closed. have been able to accommodate in a smaller a 14 percent increase in used car sales,” that time, the lead is cold and dead.”
The central lounge area contributes to that area, including offering a dedicated accessory “The normal barriers are brought down Carmichael said. “We sell an average of 400
feeling. It offers free Starbuck’s coffee, center, a large indoor clean-up area and a here,” Cohen said. “When we sit down with a new cars since we’ve been here, up from “We’ve already been one of the largest Toyota
In addition to the potentially huge sales floor
snacks, a large-screen TV, videogames to nine-vehicle indoor delivery area. customer after the buying process, that’s one about 300 sold before the move.” dealers, but now you can see the impact;
and increased visibility from Fields Ertel
occupy children, and computers for customers of the things that they stress – how easy and customers can see we’re one of the largest
Road – one of Cincinnati’s major streets – the
who want to do research before they buy. The delivery area is surrounded by the finance comfortable it was.” One test the dealership met was that since the dealers,” Cohen said.
idea of total climate control also appealed
offices, and is designed to keep the customer’s new and used facilities were now separate, the
to the Southwestern Ohio dealership, where The dealership also has four 106” high- mind at ease. “The nice thing is that if you’re “We have 40 sales people here,” Caruso process of getting trade-in cars appraised had People want to work for a winning team, and
temperatures and humidity in summer are as definition televisions at various points in a customer sitting in there doing your final said, “but because they can all spread out, to be revamped. “Getting that whole process Kings Toyota is attracting sales professionals
oppressive as the cold and snow are in winter. the showroom, and they serve a multitude paperwork, you’re looking out at your car, sometimes we look out and say ‘Do we have mapped out has been one of the biggest from all over the area. “We’ve never had a lot
Carmichael said the idea of taking over the of functions. “The televisions segregate the which takes a lot of stress away,” Carmichael anyone out there?’” Thanks to a state-of-the- challenges we faced,” Carmichael said. of turnover, and we’ve had a lot of top-shelf
68,000 square-foot facility and creating showroom between hybrids, trucks, cars and said. “It makes for a really nice situation.” art phone system, designed by Toshiba and “When the car comes in, we have a lot tech sales people come to work here,” Carmichael
something special made sense on a lot of SUVs,” Carmichael said. In normal mode, SpectraLink, employees stay in touch. take the car over to the used vehicle facility to said. “At this point, we’re overwhelmed by
different levels. the screens show general infomercials about The 150 cars kept on the showroom floor have a manager appraise it while the customer requests from sales people who want to come
Toyota products. “At each station, a sales showcase the vehicles Toyota offers in all their “This system is one of the first in the country,” is looking here, and then bring it back. The to work here. You can stand out there and
Not that there weren’t challenges to that person can put in a DVD if a customer wants variety, including colors and options. And, Carmichael said. “Nobody needs to be locked appraisal is ready by the time they’re ready to freeze, or you can come in here where it’s nice
vision at first. “The first hurtle was wrestling to see information about a specific model,” since the area is already secure, the cars can be to a desk anymore. Everyone’s mobile.” talk. We’re big on the pre-appraisal process.” and comfortable. That was true last summer,
the lease away from Kroger,” Carmichael he said. Thanks to directional speakers, no kept unlocked, allowing customers to examine as well. Do you want to be out in 95-degree
said. “The second hurtle was getting Toyota to one outside the monitor’s zone can hear the the interiors freely in climate-controlled Kings Toyota’s former location has been In addition to on-site sales, the move has weather with 100 percent humidity?”
agree to the plan. They were sort of iffy about presentation. “The customer can sit down and comfort. Instead of desks for individual sales converted into a used vehicle facility, which also helped generate added sales online.
the whole proposition. When you looked at get a great presentation every time,” he said. staff, tables are spread throughout the floor “We delivered 61 vehicles last month,” said “Retention is very good, but it was good
this place when it was the old Kroger, it was amongst the vehicles, each equipped with the 5 John Gonzales, the dealership’s Internet sales before,” Caruso said. “We have sales people
5; 106” High-Definition Television 6; One of Many, 150 Vehicles can be displayed 7;
kind of run down.” 2 information the sales people need to answer manager. “We jumped 35 percent since we who have been here for years. About a third
questions or start the sales process. moved in here. It’s been kind of crazy.” of our staff has been here long term, about a
Carmichael’s vision eventually won Toyota third has been here for a while, and the other
3
1; Kings Toyota Exterior 2; Research Computers for Customers 3; Central
over, though, in time to face the largest third have been added because of the move.”
challenge. “The biggest hurtle was Deerfield
Township, and getting the buy-in of the local 7 So what’s been the reaction from Kings
authorities,” he said. “Let’s face it – having Toyota’s competitors? “There’s a term I’ve
car dealerships out on the main drag isn’t heard from a couple of people,” Carmichael
Lounge for Customers and Children 4; Showroom Entrance
Delivery Area 8; Finance Office Surrounding Delivery Area
every township’s dream come true.” said. “‘Kings envy.’”
1 8
4 6
26 www.sellingsuccessonline.com january 2007
27

27. sts fos ls ms sf fis
DavidKain
marketing solution
Increase Your Online Profits by Rewriting
Your Used Car Manager’s Job Description
Perhaps the greatest Imagine saying to a Saturday-morning or any number of quality online classified
mystery to me when prospect that you are going to the auction sites, their inventory is on display for
it comes to managing next Thursday and to wait until then to see millions of potential prospects. At this point
Internet operations at if by chance we find a vehicle that fits their it is a beauty contest, and often times the
a dealership is why the needs. I would feel more confident if the dealers who provide the best display get to
used car manager is not used car manager came in on a turnover and the prospect first because their vehicles “look
in the middle of the mix. Over the past several completed an interview with the prospect, and sound” the best in the listings. Compare
years it has become apparent to me that dealers found out their likes and dislikes and then it to searching for a house online. If a real
who have their used car managers actively asked them for a few minutes while they estate agent provides quality photos and a
involved in online marketing and sales have checked out their “Inventory Network” quality description, even if the price is a bit
benefited more than other dealerships. This for vehicles they were looking for. The high, many prospects will want to schedule
does not mean that most used car managers “Inventory Network” is in actuality the same an appointment to see if it is as nice as it
are not working hard and using imaginative Internet that the prospect can access each looks and sounds. I have said many times
ideas to market and sell their vehicles – of and every day. The difference is the prospect about homes that if it really matches the
course they are. I just think if they apply these lacks the experience and the confidence in display then I would be willing to pay more.
efforts in the online world, their rewards in many cases to do what a used car manager I am certain your online prospects are saying
sales and profits will be even greater. Let’s can do in minutes. Once a vehicle that fits the the same thing. Given that most used car
review two key tasks and how the Internet bill is “located” then the presentation can be managers are responsible for their inventory
can increase results in both areas. something as simple as “We have found one display, I would recommend tasking them
that closely matches what you are looking for with making their online display the best in
Inventory Acquisition at one of the dealers in our network. We will the market. It’s not hard to do as you will
There is no more important task the used go over all the details with you now and make find out with a quick look around the leading
car manager has than that of inventory sure it is what you would purchase if it meets online classified sites. Most dealers do not
acquisition. Yes, sales people sell cars, but your condition requirements.” If the prospect even write a description because the “VIN
you can’t sell what you do not have (well, likes the vehicle and you can agree on a decoder” does it for them. Imagine your sales
most of the time anyway), and the used car price, then the next step is similar to locating person as a walking and talking VIN decoder
manager is typically charged with finding and or swapping a new vehicle. “We will go and – if they simply recited the equipment to the
purchasing or trading for the vehicles that are inspect the vehicle and make sure it meets prospect, they would likely not peak their
eventually sold by the sales team. For years our condition criteria and only if it does will interest and sell the vehicle. Make your
the pre-owned inventory at our dealership we bring it here for you to test drive. All we descriptions come to life and engage your
was dependent on the next potential trade- need now is to write it up, get your deposit used car manager to put the same effort into
in or the Thursday auction. I can remember and schedule a time for you to come back to describing it as they do when they return
telling plenty of prospects that I would be see the vehicle.” from the auction and show off the car to the
going to the auction on Thursday with a list general manager or dealer.
of vehicles I needed to buy and I would be This is happening all over the country with
glad to “hand-pick” one for them while I dealerships who use the Internet as a catalyst It’s as Simple as it Sounds
was there. Prospects truly appreciated this to sales, and it can take place at every No rocket science here – just help your
approach and on many occasions I actually dealership that decides they want to actively used car manager achieve their goals and
was able to match their needs to an actual use the Internet to their advantage. Some your goals by engaging the Internet in their
vehicle, but more times than I care to count active Internet dealers have gone so far as everyday tasks. It’s happening all around you
I came home empty handed and frustrated to set up networks with other dealers where and I don’t think you will want to miss out on
both myself and the prospect. Prospects they purchase inventory of this nature for a the benefits.
appreciated the full-service approach and set margin, while others are using services
still do today. This is still a solid approach, like lanelogic.com.
but with today’s open inventory architecture
of the Internet, the customer can pretty well Inventory Display David Kain is the automotive Internet
complete this task themselves - unless they A huge advantage of the Internet is the fact training specialist at Kain Automotive, Inc.
find it is better to work through a trusted and that your display area is virtually unlimited. He can be contacted at 800.385.0095, or
reliable dealership with an Internet-oriented Once a dealer uploads their inventory to their by e-mail at dkain@autosuccessonline.
used car manager. own Web site, Cars.com, AutoTrader, eBay com, or visit www.kainautomotive.com.
28 www.sellingsuccessonline.com

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29. sts fos ls ms sf fis
JeffMorrill
sales and training solution
New Cars
Sell Whatcha’ Got
Here’s how to manage the most common clean. Wouldn’t you prefer a
You can never reason for swaps - color. lighter color?”
avoid dealer swaps • Early in investigating, ask your • “Silver is great for resale
completely, but you prospect if she prefers “light or dark because it’s acceptable to almost
need to minimize colors,” rather than “what’s your everyone.”
them, because: favorite color?” This gives you more • “You get the best deal on the
• While you’re waiting to swap, your flexibility. in-stock vehicle because there
customer may cancel and/or find a • When asked, “What colors does it are no expenses associated with
“better deal” elsewhere. come in?” answer, “We have the swapping it in.”
• Swaps take a ton of administrative following colors in stock….” • “You like the interior color, right?
time from your managers and office • When asked if you have a color that Well that’s what you see when
staff. you don’t stock, resist the temptation you drive.”
• Other dealers don’t care for their cars to answer with the overeager “but we’ll • In the end, if you can’t avoid the need
like you do, so swapped cars come in get you anything you want.” Many to swap, make sure you get a second-
with scratches, missing keys, etc. folks will take a second- or third- choice color from the customer so
• When called for a swap, other choice color if you don’t go out of your your deal doesn’t fall apart if you can’t
dealers cherry pick your inventory, way to promise the first choice. get the first.
occasionally forcing you to do another • Have phrases ready for when you need
swap next week for the rare car you to switch someone off a first-choice Used Cars
gave up today. color. Examples: There is no feasible way to swap for a used
• More cost in fuel and drivers, and more • “White is what most folks car, so if you fail to sell whatcha’ got, you
headaches: In eight years, accidents choose when they can’t get won’t sell anything at all.
have totaled two of our brand new cars silver.” • If you don’t have exactly what a
on swaps. • “Black is impossible to keep prospect wants, avoid telling her that
you’ll give her a call when the perfect
Kick Off Presidents' Day And car comes in. The perfect car will
never come in. While waiting for
Stomp Out
your call, your prospect will buy an
imperfect car elsewhere.
• Identify the objection(s) to your car
and overcome them. If you can’t
The Competition With... overcome the objection, then put the
objection into context. “You wanted
a late-model, low-mileage Outback,
automatic transmission, with a cloth
interior. The one I have in stock has
a leather interior. But you’ve found a
great sales person, a great dealership
where you feel comfortable, and
a great car at a great price that has
everything you want except one thing.
Do you reckon you’re about as close to
the perfect car as you’re gonna get?”
• Discount. Discounting should be
the last resort, because it costs a lot
ition
compared to good sales technique,
pet which is free. However, if you can’t
Th e com find the perfect car, then maybe you
can find the perfect price. “If we
could save you $500, would that make
you feel better about taking the leather
interior?”
Jeff Morrill is co-owner of Planet Subaru
in Hanover, Mass., and Planet Chrysler
Jeep Dodge in Franklin, Mass. He can be
contacted at 866.872.8699, or by e-mail at
jmorrill@autosuccessonline.com.
30 www.sellingsuccessonline.com

30. sts fos ls ms sf fis
TonyDupaquier
f&i solution
Stop Negotiating
in the Business Office
The business office the customer has agreed to participate in the investment. You will enjoy increased gross
is not the place to benefit in principle, all you have to do is meet profit and product penetrations when the
negotiate. The benefits them with the payment. In most states, you customer sees the benefit of cash investment.
and services that are have the ability to sell a 14-day and a 30-day
sold there should retro period disability program. If the 14-day
not be subjected to retro period is cost prohibitive, move the Tony Dupaquier is the director of F&I
negotiations; however, in too many instances, program to a 30-day retro period. Training for the Automotive Training
there is a need for payment relief. Academy. He can be contacted at
Remember: When payment relief is needed, 866.856.6754, or by e-mail at
Extending the term of the loan is one way start by illustrating the benefits of cash tdupaquier@autosuccessonline.com.
to offer payment relief. Although a lower
payment will be achieved with a longer term,
this technique is usually not in the customer’s
or the store’s best interest. Cash down from
the customer is your best bet and the first place
you should go with a customer who needs
payment relief. Once the customer tells you
that they would like some of the benefits you
are offering, but they need a lower payment,
calculate how much cash would be required
to achieve that payment. Cash is king in our
industry. I know that every sales person walks
in your office telling you they have no money
down; however, you are the best closer in the
dealership, and you have the ability to have
the customer put additional money down.
Let your customer know that their personal
investment in their new vehicle has four
primary benefits. They are: lower payment,
the ability to build equity, a faster trade
cycle and lower loan cost. After you tell
them the benefits of cash investment, ask the
customer which is most important to them. USE EMAIL, VOICE COMMUNICATION, DIRECT
The majority will say lower payments. Your
reply to the customer is this, “Since you told MAIL AND TEXT MESSAGING TO AUTOMATICALLY
me that having a lower payment is important AND INTELLIGENTLY COMMUNICATE WITH
to you, an additional investment of ____ will 100% OF YOUR CUSTOMERS.
put you closer to the payment you desire, and
you can have the benefits you want.”
ONE SOLUTION, ONE PROVIDER
You must isolate what is important to the
customer, because if the customer does not
see the benefit, it is only an expense. Although
cash is king, not every customer will have
additional investment available.
The product most often sold in the business
office is the service contract. Unfortunately,
it is also the product that is most-often
negotiated. Many business managers
price a service contract from cost-up. This
leaves minimal profit after negotiations. I
recommend starting at the recommended
retail price. Starting at full retail allows for
relief while still holding acceptable profit.
Another avenue of payment relief is credit
disability coverage. Since credit insurance The Most Intelligent Multi-channel Marketing System On The Planet
rates are set by the state, price is not negotiable. 1.866.591.4238 www.marketview360.com
Always offer your customer coverage with
the shortest retroactive period available. Once
january 2007
31

31. sts fos ls ms sf fis
PhilSura
marketing solution
Targeted Web Video and
Your Ad Strategy, Part 1
Step I. Getting the other dealer’s site in your market? Are you approach can give a Web car buyer who
Customer to Your communicating your latest campaign or is researching new car options on the Web
Web Site is Critical event on your site? How do you display your the ability to get information about a new
The vast majority actual inventory online? Does a customer car from the dealer’s site without having to
of customers use get inspired to visit your dealership when leave the site and go to a manufacturer’s site.
the Internet to look they see your site? You may have the most Keeping customers on your site is critical,
for automotive options in the market. impressive retail facility in your community and this is a great way to do it.
Customers are attempting to determine but if you have a boring Web site, customers
where they should invest their time. Even may never see your operation. In selecting a company to provide new
if auto shoppers are inspired by a half-page car videos, it is important that you work
news print ad, they will still likely use the with a company that also has the ability to
Internet to gain additional information about incorporate and highlight not only footage
that specific dealership by visiting the Web
site before coming into the dealership. The
Smart dealers about the new car but who can also highlight
dealers that have a strong presence with the today must your dealership’s brand message as well.
search engines spend time and money to
accomplish this. All dealers should have an develop a Used car virtual tours are important, as well.
Some leading vendors of these services can
understanding of the basics of search engine
optimization and search engine marketing in
strategy to create these video walkarounds from the
digital pictures. Each video walkaround may
order to stay competitive. display both include an overview of the features of that
In Internet marketing, search engine their new specific used car, with background music,
and a “call to action” at the end urging the
marketing, or SEM, is a set of marketing
methods to increase the visibility of a Web and used buyer to come into your dealership or to call
or e-mail for a test drive. The call to action
site in search engine results pages (SERPs).
The main methods of SEM, as defined to
inventory pushes the customer to take the next step
of visiting the dealership or e-mailing for
Wikipedia (http:// www.wikipedia.org), are: through Web additional information.
• Search engine optimization attempts
to improve rankings for relevant video. These used car virtual tours are then linked
keywords in search results by to a dealer’s used car display page. Most of
improving a Web site’s structure and the major Web site providers are allowing
content. Video content allows you to create a stronger video content to be added directly to the used
• Pay-per-click advertising uses emotional message for the customers who car display page. A video icon informs the
sponsored search engine listings are taking the time to visit your operation customer of the units that have a virtual tour.
to drive traffic to a Web site. The online. Video on your Web site does two
advertiser bids for search terms, and things: (1) More information is retained Used car virtual tours can also be linked to a
the search engine ranks ads based on and (2) the customers will stay on your third party such as CarSoup. Data shows that
a competitive auction as well as other site for a longer period of time. Examples a car with a video tour is likely to be clicked
factors. of dealer Web videos include testimonials of on four times more than a car with only
happy customers, a message from the owner, pictures. These virtual tours can be sent as a
Search engine optimization (SEO) is a a tour of the facility and video virtual tours link to a customer making an inquiry. Think
subset of search engine marketing, and deals of the new and used cars. Professionally of the impact that video has on a customer.
with improving the number and/or quality produced video content on your site will help Video is more dynamic, more emotionally
of visitors to a Web site from “natural” (aka push the customer from a passive position of engaging and more interactive. Remember
“organic” or “algorithmic” search engine) simply browsing the site to a customer more that these videos are opportunities to brand
listings. In effect, SEO is marketing by likely to get engaged in the next step of the your operation. The voice talent should be
appealing to machine algorithms to increase sales process. Possibilities for the next step professional and the introductions and closes
search engine relevance and, ultimately, Web include calling the dealership, sending an e- should “wow” a customer.
traffic. This is analogous to foot traffic in mail to the dealership for more information
retail advertising. or visiting the dealership in person. Next Month: How using video can drive
customer loyalty.
Step II. Getting the Customer to Move Smart dealers today must develop a strategy
From a Passive Position to an Active Party to display both their new and used inventory
Phil Sura is the vice president of the
Once the customer visits your site, how do through Web video. New car Web videos or automotive division of UnityWorks!
you communicate your message? Does your virtual tours can be created by repurposing Media. He can be contacted at
Web site stand out from every other dealer’s OEM running footage and can then be 866.647.0468, or by e-mail at
site, or does it have the same look as every featured on the dealer’s Web site. This psura@autosuccessonline.com.
32 www.sellingsuccessonline.com

34. sts fos ls ms sf fis
HeatherConary
marketing solution
Key Performance Indicators, Part 5
In the past four issues advertise your Web site address on items like have www.joesford.com/christmas. This
of AutoSuccess, I your letterhead or invoices, it is the address page would be a separate page from the main
have written about for the main site. For example, if you run Web site. It could be linked from the main
Key Performance Joe’s Ford, your letterhead probably includes Web site, but it doesn’t have to be.
Indicators (KPIs). www.joesford.com.
These are gauges you Some other ideas for using landing pages:
can use to determine how well your Web site What if you want to get an idea of how many • Assume your sales people give out a
is performing. people are finding you by your Yellow Pages business card to be-back customers.
ad and being motivated to visit your Web If your top sales person, Jim Smith,
To calculate these KPIs, you will need a set site? You can list your Web site address as gives out a card, it could include a
of your statistics from your Web site. There www.joesford.com/yellow in the ad. You link to www.joesford.com/jimsmith.
are many different statistics providers out could have your Web site provider have this If the be-back customer types in that
there (Urchin, CoreMetrics, WebSideStory, address redirect to the main site, but you address to get back to your site, they
even proprietary solutions.) If you need help will be able to check your Web site statistics will be greeted by a friendly face that
finding the measurements referenced in my reports to see how many customers are they recognize.
article in your own statistics package reports, coming from this particular source.
feel free to e-mail me. • Your dealership sends out a direct
Some other ideas for using tracking mail piece that includes a contest to
Getting Started with Tracking Offline addresses: win a gift card. You could include a
Marketing Campaigns • Add a tracking address to each standard link to www.joesford.com/contest, so
Being able to develop, deploy and track marketing piece that your business that customers are taken directly to
online marketing campaigns is a major uses, including letterhead, envelopes, the entry form for the contest when
advantage of having an online presence. invoices, repair orders, brochures they visit your Web site.
Unfortunately, dealership marketing doesn’t signage. For example, if on repair
exist in a bubble – any online campaigns orders, you include a link to www. • Does your dealership offer a preferred
(Web site, e-mail, search engine), are joesford.com/ro, and you see that you card or rewards card to your customers?
typically complemented or run in addition begin to get a fair amount of traffic You can include an address on the
to offline campaigns (newspaper, signage, through that, can you begin to think cards for www.joesford.com/rewards.
direct mail.) about what customers are looking When a customer goes to this address,
for? Are they looking for information they will immediately be able to access
Generally speaking, online campaigns are on your service warranty? Are they information regarding your rewards
much more popular among marketers due to looking for the name of a manager to program instead of having to search
their trackability. Over the course of the last whom they can send a complaint? your site for it. This can also be easily
four months, we’ve looked at many different modified for gift cards or certificates.
ways you can find and use information to see Using Landing Pages
what customers are doing on your Web site. A landing page is the first page a customer The applications for using your Web site
Offline campaigns have typically been more sees when they are directed to your Web site to track your offline marketing efforts are
difficult to track. by a particular offline campaign. endless, and are limited only by your creativity.
For more ideas on using tracking addresses or
However, you can use your Web site to track If you are sending out Christmas cards to landing pages, you can e-mail me.
how well your offline campaigns are doing, your customers with directions to visit your
Next Month: Creating a system and process
specifically if they are driving traffic to your Web site for a special coupon for service
for using Web site statistics to their full
Web site or virtual inventory. or parts, you want to figure out how many
advantage.
people are actually reading the card and
Using Tracking Addresses being motivated to go find out what the Heather Conary is a Web developer at
One of the easiest ways to track an offline coupon is. To do this, you can have your Downeast Toyota-Scion-Buick. She can
campaign is to use a tracking address (also Web site provider set up a landing page. For be contacted at 866.386.4914, or by e-
called a tracking URL). Most likely, if you the example of the Christmas cards, you’d mail at hconary@autosuccessonline.com.
36 www.sellingsuccessonline.com

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FREE BONUS #2
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P.S. You can subscribe to my free e-mail newsletter at www.tewart.com, and make sure to come to my
Workshop at the 2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Traffic and
Sales in 30 Days or Less.

36. sts fos ls ms sf fis
AlanRam
sales and training solution
Training Essential
to Telephone Success
Dealers considering to someone who sounds like a robot. We hammering on the same scenario each time
setting up a BDC want sales people to have a natural-sounding they’ll simply learn what you want them to
should look at the dialogue with their customers. That’s where say like parrots. The goal is for the person
most effective models. the next element comes in. you’re working with to make it ALL the way
The model more and through a call. Every time that person makes
more dealers are using T = Training a mistake you start over until a successful
involves “phone people,” or, in other words, Training is repetitive application of learned conclusion.
non-sales people taking every sales call. This skills. Typically in a seminar environment,
is often done because a dealer believes the sales people are educated but not trained. A = Accountability
sales people can’t do a good job on the phone. We mistakenly tend to expect the results of You can’t expect what you don’t inspect.
But, when customers call, they are looking training from education. This is the equivalent With all the services available to help you
for detailed information about vehicles. Who of trying to become a good golfer by watching monitor inbound sales calls, it has never
better than the sales people to provide this a lot of golf on television. Sales people must been easier to hold your people accountable.
information? first be educated, and then trained relentlessly
in the form of role-playing. The role-playing M = Management
We need to train our people to do the of specific scenarios is critical. Training Every team needs a coach. With any training
jobs that they’re hired to do. Training is needs to happen daily. Do baseball players you embark on, your management is the key.
a process comprised of several elements. If take batting practice daily, or do they send It makes absolutely no sense to train your
any of these elements are missing from your their guys to a hitting seminar once a year? sales people and not train your managers.
training process, your results will be short In a group, role-play different scenarios Everyone must be on the same page.
lived, at best. Remember this acronym: E- with your people. Pick one person who you
T-A-M. know will do a good job on the call. This The bad news is there are absolutely no
person will set the “tone” for the meeting. short cuts to being successful or being good
E = Education When conducting these meetings, practice at anything. This includes your dealership’s
Education is where people learn what is the calls you get most often. If you get three effectiveness on the telephones. The good
expected of them and why it makes sense. new car calls to every one used car call at news is that there’s plenty of hope for your
In general, education can be conducted in a your dealership, role-play that same ratio. If people. It comes in the form of Education,
classroom setting, interactively or utilizing the person you are role-playing with makes Training, Accountability and Management.
books and audio materials. Provide your a mistake, start over again with that same The best exclusive you can have in your
people with proven scripts and word tracks. person. Don’t jump to someone else; that market is a well-trained sales staff. Train your
Insist that they learn these. Actors have scripts, just rewards bad performance. On the next people to do the jobs they were hired to do.
football teams have scripts (playbooks) and call, give them a different scenario. Let’s say
so should your staff. When is the last time a you role play with “I’m looking for a 2004 For a free trial of Alan Ram’s interactive
customer said something to you that you had Camry. What do you guys have down there training system call or e-mail me with the
never heard before? If a sales person refuses with low miles?” At some point, that sales information below.
to use “your” word tracks, have them submit person makes a mistake. On the next call,
the ones they would prefer to use for your change it up. “I’m looking at an ad you’re Alan Ram is the president of Proactive
approval. “Winging it” is not an option. Of running on a Camry for $249. How is that car Training Solutions. He can be contacted at
course, we don’t want our people to sound equipped?” This keeps your people on their 866.405.6404, or by e-mail at
scripted. Your customers do not want to talk toes. You want them thinking. If you keep aram@autosuccessonline.com.
38 www.sellingsuccessonline.com

37. sts fos ls ms sf fis
MichaelYork
sales and training solution
Personal Development
is Personal, and
Commitment is Key
Commitment is Cool Epictetus was onto something in the second
And what’s even cooler century. “First say to yourself what you
is how it can lead you would be; and then do what you have to
to remarkable results. do.”
One of the great myths
of top performance and How can you become better at commitment?
big success is that it’s all about motivation. Make it Personal. Here’s my short list:
It’s motivational speakers and motivating
sales people and paying the price and blah, Commit to Beginning
blah, blah. Beginning to do what you’ve never done to
become what you’ve never been. Beginning is
News flash: Motivation is temporary. exciting. It’s an adventure to start something.
Success in anything demands the constant of At least try looking at it from that uncommon
commitment - yours. perspective. The clichés of the masters aren’t
all clichés. It is true that you don’t have to be
Commitment is stronger than motivation. great to start something, but you do have to
But before you can commit, to anyone or start something to become great.
anything, you must believe. Walt Disney
once said of making dreams come true, Commit to Thinking
“When you believe in a thing, believe in it What if Napoleon Hill were right? Think, and
all the way, implicitly and unquestionably.” grow rich. What if there really was something
to Sir Isaac Newton’s answer to the question
Commitments are a big part of personal on how he discovered the law of gravity? “I
development - and life and work and thought about it all the time.” How about
relationships and getting the most from Ralph Waldo Emerson’s clue, “We become
each. It’s just another reason why personal what we think about all day long?” Hmmm.
development is so, well, personal. Because The evidence begins to pile up when you
some of the things I’ve committed to might become a good student. Think. Deeply. And
not hold the same personal value to you. And then capture your thoughts on paper. Before
visa versa. you know it, you’ve got a vision and written
goals on how to get there.
Commitment means you resolve to do what
it takes on a consistent basis, even when you Commit to Giving
don’t feel motivated. Like today. Or maybe Giving makes you bigger than you are. The
tomorrow. What have you committed to that more you give, the more you pour out, the
means no matter how you feel you’re keeping more life will be able to pour into you. What
on? Your marriage? Parenting? Your work? are you thankful for? What have you been
Selling? Reading? Listening? Writing? given in life? And how do you measure what
Teaching? What have you committed to? you have?
The clues of success are yesterday’s wisdom Try measuring your worth not in dollars or
and today’s revelation all rolled into one. possessions, but the things in your life for
They are historic clues and visionary which you would not take money. Priceless
thinking. But the reason you absolutely must things not for sale at any price.
be something or see something or become
something is personal. And it requires a Commit to Life
commitment on your part to arrive at your Don’t trade living for existing.
desired destination.
Want the rest of Michael’s List of The 10
Become a History Major Commitments? E-mail me.
History can give you the model to high
achievement: the clues, the stories, the
successes, the way others did it. The only
thing you shouldn’t accept from history
is why it’s never been done before. That’s Michael York is an author and professional
the limitations of the past. And this is The speaker. He can be contacted at
Future. The impossible is done everyday, 800.668.5015, or by e-mail at
somewhere. You could be next in line for myork@autosuccessonline.com, or visit
breakthrough success. www.MichaelYork.com.
january 2007
39

38. sts fos ls ms sf fis
JimYoung
sales and training solution
Getting a Head Start:
Planning Your Direct Mail Marketing for the New Year
Marketing in January your mail house and use the leads that work this time of the year. Trigger lead programs
and February can best for you and your market. are a way to reach market buyers on a daily
be tricky. Many basis and farm the prospects of your closest
dealerships will competitors immediately. As always, these
virtually shut down
their advertising until Many of your programs yield some of the best gross profits
in car sales today, so don’t leave them out of
the last week of the year, counting on that
week to salvage their December and propel
competitors the mix.
them into January. By the time the smoke
clears late in the first week of January with
will not have a Catch Them Sleeping
If you have worked your direct mail and
month- and year-end close out, these same plan in place lead generation programs, you will most
dealers find themselves scrambling to set up
programs for January and February. Some for the early likely have a good head start on the year.
Pre-booking your programs for January and
dealers even write off the first two months
of the year as “slow times” and don’t set
part of the year February will allow you to take advantage
of the competition that is still suffering
up marketing efforts at all. Here are a few
suggestions to make sure you start the year
or will be out from year-end hangover. Many of your
competitors will not have a plan in place for
with your marketing up and running. of the game the early part of the year or will be out of the
Be Prepared entirely. game entirely. Now is your chance to make
hay while they sleep. Those dealerships
Do your homework and book your direct that market only during the summer when
mail programs and be ready for January and “business is good” deserve to go hungry
February. If you have your mail programs Time For Sub-Prime during January and February. Use direct mail
set and ready to go when January begins, Sub-Prime efforts with direct mail and lead and market farming products like trigger
you won’t be scrambling. Set your budget generation programs can be a foundation for leads to contribute to their starvation. By
ahead of time. Work with your mail house your business in the early months of the year. the time other dealerships catch up, those
to design your program for prime, sub-prime Many dealerships look at sub-prime as an customers will be driving around with your
and/or service. Select your mail pieces, leads afterthought, treating that end of the business logo on their vehicle.
and times to send out mail in advance. Your as a burden and the profit it generates as a
mail house is only as good as you allow them lucky bonus. Particularly in the months
Jim Young is the sales and marketing
to be, and rushing turn-around time makes leading up to tax time, sub-prime direct mail coordinator for Allegiant Marketing Group.
it tough on everyone. Take advantage of the generates the strongest response of any direct He can be contacted at 866.883.6669, or by
resources you have available to you with marketing program. People don’t stop buying e-mail at jyoung@autosuccessonline.com.
40 www.sellingsuccessonline.com

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42. sts fos ls ms sf fis
DavidThomas
sales and training solution
How would you like
Brand Yourself
couple of extra shirts and give them to $50 to $100 per month for personal
to brand yourself as key centers of influence to promote you advertising and self-promotion expenses.
the “Honda Guy,” the and your product.
“Mercedes Lady,” or 4. Drive what you sell. Consider using Some examples are:
the “Ford Truck Guy”? valet parking at key social functions • Ad in community bulletin
How would you like and tipping a little extra to park your car • High school program
to be recognized and mentioned everywhere in front for some great exposure. It’s a • Church, PTA or Alumni Newsletter
you go as “The Car Person,” the automotive rolling billboard. • Classified ad
“go to” guy/gal? 5. You must enjoy talking about cars. • Radio traffic spot sponsor
Even after a 12-hour day at the dealership, • Charitable event or auction
Branding yourself can make you more money be enthusiastic and ready to discuss cars
than your name ever will. But do you know at dinner and social functions. This Ask yourself, “What group can I identify
how to brand yourself? How do you become could be your best source of prospects with, that I will gain from repeated
the expert? How do you become the topic of and referrals. association with?”
conversation at social events? 6. Get involved. Give back to your
community. Volunteer. Choose to Make an investment in your future sales.
Here are some tips: involve yourself in an organization that Above all, ask yourself every day, “What
1. Be proud of your product and you will enjoy participating in. You will can I do to meet new people and promote my
occupation. If you don’t believe in your be rewarded for your energy and efforts love of selling cars today?”
product and yourself, no one else will. with exposure and recognition.
2. Eat, breathe and wear your logo. Do 7. Show appreciation. Let everyone David Thomas is the owner of Subaru
you proudly wear your company brand know that you really appreciate their of Dallas. He can be contacted at
on your leisure time? referrals and that you need them. 866.429.6803, or by e-mail at
3. During social events, etc, buy a 8. Budget for self-promotion. Set aside dthomas@autosuccessonline.com.
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43. sts fos ls ms sf fis
MelissaRimoldi
Customer
marketing solution
Segmentation:
Increasing Retention and Profitability
Ask yourself the important to understand the various behaviors,
following questions: and segment them into like characteristics.
• How do you currently
communicate with Valuable Tips:
your customers? 1. Better Allocation of Resources - First
• How effective are access your database and run data
your marketing efforts? What do you like or analytics. Look at time and mileage,
dislike about your marketing? service history, contact information
• What do you do to retain and grow your and other metrics to help you deliver
customer base? Are you satisfied with your the right communications strategy.
results? 2. Lower Marketing Costs – Ensure that
you are their cure
• What percentage of your customer base do more than half of the campaigns are
you have e-mail addresses for? What are you e-mail; various studies show that 83
doing with them? percent prefer e-mail versus any other
• What are you doing to know exactly which communication because it’s non-
advertising efforts are generating repeat intrusive. Continuous e-mail append is a
business or new leads? tremendous value to add approximately
20 percent new e-mails to your current
Here are some statistics that can help you database. This will allow you to be
evaluate your current owner communication more targeted by deploying highly
strategy and service reminder program. This personalized communications that are
is market research on 800 dealerships, across relevant to where your customer is at in
all brands and makes. their ownership lifecycle.
3. Customer Retention – Increase the
On Average, Out of 100 Customers: benefits of immediate customer follow-
• 28 customers are loyal to the dealership up after a sales and/or service event
• 32 customers purchased a vehicle from transaction to gain visibility when a
the dealership and never set foot into the customer is satisfied or if the customer
service department needs additional follow-up to resolve
• 40 customers visited the dealership one an issue. Take timely action to react
or two times for service and defected and respond accordingly to recover
your customer and increase customer
Today, most of a dealership’s communications retention and satisfaction.
programs are solely focused on the 28 percent 4. Increase Sales – Establish a tactical These kids and
of your customer base, which means that you sales and marketing approach to millions more
are missing a tremendous opportunity to drive build trust and credibility through Mary Tyler Moore
the other 72 percent into your dealership. highly personalized and targeted International Chairman have Juvenile
What we know is that if you do not capture a communications. This will help you Diabetes, a disease that
customer by the eighth month, you will have allocate marketing dollars to those threatens their lives every day.
a less than 1 percent chance of getting them activities that produce results, increase
to come back to your dealership. response rates and lower expenses from None of them can outgrow it.
reduced wasted expenses. But we’re closer than ever to
Bottom line, it’s important that you begin
with customer segmentation, and then Find a solution that is designed to help a cure. Please, help us make
tailor your marketing efforts to your you more effectively and efficiently reach life-saving research possible.
customers with like characteristics – create customers through various mediums,
targeted communications. Your growth including e-mail marketing, voice Call 1.800.533.CURE or visit
and profitability will depend on your ability broadcasting, text messaging, and direct www.jdrf.org.
to send the right message, at the right mail. The future of marketing is beginning
time with the right medium. And, the 72 with customer segmentation and connecting
percent proves to be of greatest value, with intelligent, feature rich technology and
the highest advantage to get them to return innovation into a single solution to retain and
and help increase your owner loyalty and regain customers.
profits.
A loyal customer with a good customer Melissa Rimoldi is the vice president for
experience is six times more likely to Business Development and Strategic
repurchase from you again. If you want Alliances at MarketView 360. She can be
to influence future purchase behavior and contacted at 866.883.9262, or by e-mail at
increase owner loyalty at the same time, it’s mrimoldi@autosuccessonline.com.
january 2007
45

44. sts fos ls ms sf fis
EricMélon
leadership solution
What Have We Done
to Our Sales People
How about this for dealers, managers and sales people have
New Year’s resolution: different goals:
“I will make my sales • Dealers/managers desire increased It is all about
people financially profits for the department and
successful. I am going business. hiring the
to develop a culture
of success in my dealership. I will take
• Sales people desire increased
personal income.
right behavior,
full responsibility in the development and developing the
implementation of a bulletproof process in This lack of agreement places dealers,
my dealership. I am going to win.” managers and sales people in conflict. right behavior
Result-Based Management vs. What is Required to Reach Resolution?
and managing
Behavior-Based Management 1. Redesign of the control system or the right behavior.
The Webster’s Dictionary definition of management format that realigns
“manage” is “to direct or carry on business incentives and daily work practices It is up to you to
affairs in order to achieve one’s purpose.” of the dealers, managers and
sales people.
make your sales
Historically, most sales departments have 2. The addressing of two major people shine.
focused predominantly on managing questions.
department issues. In order to truly • What does it take for the
maximize the opportunities available to a sales people to balance It is all about hiring the right behavior,
sales department, the performance issues their individual or developing the right behavior and managing
must rank as management’s top priority. personal needs with the demands the right behavior. It is up to you to make your
or needs of customers, dealers and sales people shine. This is a defining moment.
To sharpen focus on managing performance, managers? You will either define the moment, or the
the following working definition is • What does it take for the moment will define you. You control it.
recommended: “Performance management” dealers/managers to balance
is managing the daily activities of each their dealership needs with
sales person for effective consistent the demands or needs of the
accomplishment. customers and sales force? Eric Mélon is the vice president of First
Dealer Resources LLC and corporate
trainer for Millennium Automotive
The definition of “sales management” is To answer these questions, the two control Protection. He can be contacted at
ensuring the individual success of each systems or management formats must first 866.652.3969, or by e-mail at
sales person. This will not happen without be described. emelon@autosuccessonline.com.
performance managers.
Sales Force Control Systems Result-Based Management Behavior-Based Management
“Control system,” by definition, is an
organizational set of procedures for directing, Relatively little monitoring of the sales Considerable monitoring of the
monitoring, evaluating and compensating its people by management. activities and results of sales people.
staff.
Results (units and gross) are used Aptitude, skill level, product
By accident or design, a control system to evaluate and compensate sales knowledge levels and effective
influences employee behavior, ideally, in a people. accomplishment of work activity are
used to evaluate and compensate
way that enhances the welfare of both the sales people.
dealership and employee. Sales people are left alone to achieve
results in their own way, using their
own strategies - held accountable for Active managers monitor, direct and
There are two major sales force control
their outcomes (units and gross), but involve themselves in the activities
systems and management formats:
not for how they achieve the results and operations of the sales people.
1. One that monitors the final results of
(work activity accomplishment and Managers usually have a well-defined
a process. behavior). idea of what they want sales people to
2. One that monitors individual stages do and work to ensure that the sales
and behaviors in a process. force effectively accomplishes the
Sales people are made entrepreneurs; work activities with the appropriate
responsible for their outcome, but free work behavior.
Each system or management format affects to select the methods of achievement.
the sales person’s thinking, motivation and
behavior. Sales people are expected to conduct
daily business in alignment with the
dealership vision and strategy.
The central premise in a dealership is that
46 www.sellingsuccessonline.com

46. sts fos ls ms sf fis
DeliaPassi
sales and training solution
How to Start Off Winning
People like to do she greeted by a friendly receptionist? Does a 12-year-old son; my daughter is just turning
business with people your office or waiting room impart credibility, 13. Great and challenging years ahead I’m
they like. The encounter reliability and trustworthiness - or do you led to believe,” can help you get to common
stage is all about making need to revamp? ground. One financial producer shared that he
them comfortable and likes injecting humor into common areas of
establishing rapport. What if you are meeting her for the first interest. Women do enjoy good humor - who
With women, this is more important than time outside of your office? Then your doesn’t? - and it quickly puts you on the same
it might seem. In fact, how you handle physical being is her first encounter with wavelength.
the introduction and breaking the ice will your organization, so there’s a heavier burden
determine if she feels comfortable enough to on you personally to be well dressed and Getting off on the right foot is the foundation
move forward to the next step. If you do not groomed. Don’t forget, women will assume for success, whether your sales process
create the proper first encounter, you will have that the way you conduct yourself away from happens in minutes or months. How you
a difficult time making up for it through the your office reflects how you behave in your initially break the ice and make a connection
process; you will have reduced your chances work. Being on time speaks volumes to most will mean the difference in your pocket. Let’s
of converting her to a customer before you people about whether they can trust you in assume that you are a car sales person. When
have barely begun. business. a woman walks into your showroom, do you
give her a chance to browse first or do you
A first impression is formed in less than one Now greet her. Don’t forget that a clear sign of approach her upon her arrival and introduce
minute. Remember that the sale begins even respect is that you shake the hand of the person yourself? Most of the time, women will
before you say hello. It begins when she standing closest to you first and then proceed appreciate having a sales person approach
enters your office building or as she opens the to shake hands with any others. Remember them fairly quickly because they tend not to be
door and meets you for the first time. to shake her hand firmly but not hard, simply as comfortable in the dealership sales process.
firm enough to denote respect and that you This is your chance to put her at ease and
So take a minute to take an imaginary walk in are truly pleased to meet her. Give everyone begin the introduction process that will make
her shoes. What immediate experience does - including her and anyone else who might be her recognize from the start that you are the
she have? Are your surroundings inviting? Is accompanying her - your card. sales person she wants to work with. Here’s an
example of how you can approach her.
Of course, it is assumed that you recognize
the importance of appearance and manners. A “Welcome. Thank you for visiting our
smile, a sincere handshake and looking her in showroom. My name is John Pederson and I
the eye as you are speaking all need to take would be delighted to answer any questions
place. or just discuss our products. May I ask your
name?”
To help you better understand what it takes
to truly resonate with women, answer these Of course, we’re making the assumption that
questions honestly. If you can answer “yes” to you recognize the importance of appearance
all, then you are off to a good start: and mannerisms. A smile, a sincere handshake,
• Are you likeable? looking her in the eye as you are speaking and
• Do you make a good first impression? handing her your card during the introduction
• Do you come across as warm and should have all taken place. Next is to use
genuine? her name as you begin to ask her questions.
• Do you smile enough? Making her comfortable and at ease with you
• Do you know the protocol when as a person is critical so you can move to the
meeting female prospects? next step - seeking information.
• Do you typically break the ice by
finding common ground? Checklist
Things you must do:
So now the sales process you recognize • Make a good first impression
begins. Remember that for women especially, (appearance).
trust results in sales, and the sooner she • Be on time.
trusts you, the sooner you will close the • Maintain eye contact.
sale and move forward with a viable long- • Offer your card.
term relationship. According to research, • Remember to smile.
association counts when it comes to women. • Be aware of your environment.
They appreciate being on common ground. • Use ice breakers.
Family and community associations are great
conversation starters—that is one big reason Delia Passi is the president and CEO at
why it is important to keep signs of family MedeliaCommunications. She can be
and community involvement in your office. contacted at 866.883.4953, or by e-mail at
Simple comments, such as “I hear you have dpassi@autosuccessonline.com.
48 www.sellingsuccessonline.com

48. sts fos ls ms sf fis
RichardLibin
sales and training solution
Never Ask a Question If You
Don’t Already Know the Answer
Anytime a customer Doing business starts with the sales Sales person: No problem. What models
walks through the person’s understanding that their primary are you looking at?
door of virtually any responsibility is to select the right car for Customer: I’ve been thinking about a new
automobile retailer in each individual buyer. It’s all about asking pickup truck.
the country, they are the right questions – questions to which, the Sales person: Great. How would you be
greeted in much the same manner: “Hi. How majority of the time, the sales person already using the truck – more for fun and adventure
are you doing today? Can I help you?” It’s knows the answer. or more for hauling and work-related
no surprise then that the response is nearly activities?
always the same” “No, thank you. I am A careful strategy includes questions that are
just looking.” The customer’s automatic direct but non-confrontational or pushy, and By asking specific questions, the sales
response – a defense mechanism – kicks that deliver specific information that builds person will learn immediately about
in. Increase your sales by being prepared in on the sales person’s ability to move the the type of car, potential uses, the style
advance. process forward. and feeling the customer is seeking. It
allows the sales person to present the right
Consider this: If the sales person had said, Ineffective Approach: solutions and to steer the customer into a
“Welcome, I’m Joe Smith and my job today Sales person: Hi can I help you? demo drive. Ultimately, the demo drive
is to help you select a vehicle, and get you Customer: No, thanks. I’m just looking. becomes part of the product presentation;
a price. Is that OK with you?” This simple it’s not an option.
change opens the door and allows Joe Smith Effective Approach:
to use his well-honed sales techniques to Sales person: Welcome, I’m Joe Smith and Ineffective Approach:
steer the conversation through browsing, into my job today is to help you select a car and Sales person: Do you want to take a demo
a demo drive, and ultimately a sale – today, get you a price. Is that OK with you? drive?
tomorrow or even next week. Customer: Sure. I’m just looking. Customer: No, not now.
50 www.sellingsuccessonline.com

49. continued
Effective Approach: outcome – the manager and sales person negotiations and conflicts that typically end
Sales person: Let me show you some want to listen to me. without a sale. Remember, it’s not what you
features of the vehicle to make sure it meets say, but how you say it.
your needs. Keep in mind, the sales person is an agent of
Customer: OK. the customer and an agent of the dealership
– a double secret agent. Asking the right
This allows the sales person to then continue questions helps ensure the customer selects
Richard F. Libin is president of Automotive
with the rest of the product presentation. the right vehicle. By asking questions that Profit Builders, Inc. He can be contacted
Asking the right questions encourages provide clear information needed to direct the at 866.450.6853, or by e-mail at
customers to answer in a way that gives sales process, dealerships can avoid lengthy rlibin@autosuccessonline.com.
direction on how the sales person can help
resolved uncertainties, and in the end, sell
the car.
Ineffective Approach:
Sales person: Is the price right?
Customer: No.
Effective Approach:
Sales person: Other than the price, is this
the right vehicle for you?
Customer: Well, actually, I don’t like this
color.
This exchange should immediately alert the
sales person that the customer has not truly
selected a vehicle. Without this crucial first
step, the price will never be right. The color
will not be satisfactory, and the sale will not
be closed. At this point, the sales person
must go back and help the customer select
the right vehicle.
When the deal reaches the price discussion
stage, most sales people negotiate pricing
OUR NEW LINE UP
with their managers. This makes customers
feel abandoned and takes them out of the Will Have You Seeing Stars.
loop.
Ineffective Telephone Approach: The MOST FLEXIBLE SERVICE CONTRACTS in the INDUSTRY
Manager: Does the customer like the car?
Sales person: Yes.
Manager: Did he/she take a demo drive?
Sales person: Yes.
Customers perception: I’m not involved, I WE’RE SHOOTING FOR THE STARS, WHY AREN’T YOU?
am being talked around and left out of the
Call Interstate National Dealer Services today to join
pricing discussions. Plus, the manager is
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Effective Telephone Approach:
Manager: Ask the customer, “Have we
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Sales person: My manager wants to know if 866-515-INDS www.inds.com
we selected the right vehicle.
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Customer: Yes.
Customer perception: I am involved in this
conversation and have input into the final
january 2007
51

50. sts fos ls ms sf fis
SteveLaPenta
leadership solution
By Design or Default
Customer Pay Labor and Parts Profit Training
In today’s ever- manager is worried about shop production offer their suggestions on improving your
c o m p e t i t i v e hours and the parts manager is concerned business. The best part is it doesn’t cost you
environment, service with the parts gross profit. Although all anything to do that.
managers who these goals are worthy, they do not focus on
experience continuous keeping customers loyal. Understanding Why Customers Defect
growth in customer From Their Selling Dealership
pay work and profitability are managers All departments need to share common Generally, the majority of customer defections
equipped with a specific business model goals and act as one team in designing and can be attributed to the behavior, action or lack
strategy plan by design, not by default. implementing business growth strategies of interest regarding a customers concern.
plans aimed at achieving three objectives: Somewhere along the line an employee
The entire dealership management team and Vision, Value and Mission. projected an image that the dealership didn’t
its employees should participate in designing Values - What the dealership believes in really care about that customer’s business.
a dealership business strategy model plan. Vision - What the dealership wants to It may have been in the form a dealership
The primary focus and objective should be to become in the future employee being rude, impolite or simply not
keep every customer returning to the service Mission - What the dealership does to make a returning a telephone call.
department throughout the lifetime cycle for difference to keep customers and employees
all routine maintenance, including brakes This is why every employee in the dealership
and tires. Are You Really Listening to Your must understand and be trained in what is
Customers? required to maintain and keep customers
Fixing Your People First Get the answers to these questions from your returning back to the service department
The first step in any effective training customers: after the sale of the vehicle. The average
process is to obtain an acknowledgement, • How can our service department make automobile dealership service department
buy in and commitment from the employees it more convenient for you to visit our retains about 20 percent of their customers
that the dealership’s current business model dealership? over a four- to five-year period.
needs to change to meet the needs of today’s • What method of communication do you
customers. prefer (e-mail, telephone or postal mail) Customer’s perceptions are that the
when it comes time for us to remind you dealership service department is too
Employees need to be educated and aware of your maintenance needs? expensive and inconvenient. Customers are
of effective ways to keep customers loyal. • Would you consider using our dealership finding other establishments that can meet
With the proper care, customers will return when it came time to replace your brakes their maintenance needs, such as Midas,
back to the dealership, for not only warranty or tires? Firestone, Jiffy Lube, and Wal-Mart. These
work, but customer pay work, as well. • If not, would you mind if I asked why franchises are no longer strictly in the muffler
you would not consider us? or tire business. They have redesigned their
On the employees’ behalf, the dealer principal business model to become “Full Vehicle
• Would you like us to perform a “Free
and management team have an obligation to Maintenance Experts.” The independents do
Vehicle Inspection” on your vehicle on
educate and provide professional training to an excellent job of marketing themselves to
every visit?
all employees on these subjects. Employees’ your customers.
• Would you like us to present all
livelihoods are dependent upon the future
maintenance and/or repair items that
growth of the variable and fixed operations This means automobile dealerships have a
may require attention on every visit,
business. great opportunity to increase their customer
with no obligation on your part?
pay market share. In order to do so, they
The future success and profitability of • Can you offer us any suggestions
need to change their business model and
automobile dealerships depends on the ability when attempting to phone into our
strategy process. Since this is a permanent
to keep customers retained to the dealership dealership?
market change, dealers can greatly increase
service department after the warranty period • Would you like us to be able to provide
their profits by making this change.
has expired. a specific time that your vehicle will be
completed for you, at the time of service The customer retention training process starts
Integrated Sales-Service-Parts-Body write up, rather than just “Drop your car with “educating and training” your customers
Shop Management off at 8 a.m. and pick it up at 5 p.m.”? during the sales delivery process. Someone
Effective training starts at the top, meaning • If we could perform all your vehicle needs to inform customers that their vehicles
the dealer principal must be committed, routine maintenance requirements in will require routine maintenance and that the
involved and supportive in helping every 30 minutes, rather than just performing dealership would love to earn their routine
manager in every effort to prevent customer an oil change in 45 minutes, would you maintenance business.
defections and grow the business. First we visit our store?
need to establish what the common target • Will you continue to have your People would much rather do business
is as a team, because dealership managers maintenance performed at our dealership with the selling dealership if the service
usually have different targets and goals. after your warranty period expires? department can meet their needs.
For instance, the dealer principal may be To keep customers coming back throughout Steve LaPenta is the president of Dealer
worried about department profitability, the the lifetime cycle, start asking them questions Automated Systems, Inc. He can be
sales manager is focusing on how many that matter to them. Ask the customer politely contacted at 866.652.3968, or by e-mail at
vehicles were sold this month, the service and sincerely, and they will take the time to slapenta@autosuccessonline.com.
52 www.sellingsuccessonline.com

52. move the crowd. crush the competition. count the money.
J&L Marketing knows that every dealership Contact one of our Business Growth Strategists
Attention: Dealers Visiting Vegas!
reaches it’s potential in a different way. That is at 800.861.5461 to discuss how each of these
why we offer three different roads to success programs and others can be used in your
- all with intense benefits! dealership to produce amazing results!
Dealers everywhere are raving about a NEW revolutionary breakthrough -
instantly increasing showroom traffic 50%!
1 2
H
Events Weekly Campaigns B OOT We are extremely excited to introduce this incredibly profitable
Case Study: Missouri Chevrolet Dealership Case Study: Pennsylvania Hyundai Dealership
2725 traffic producing strategy to you at NADA –
and we will pay you $100 cash on-the-spot just to see it!
• 3-Day, high impact sales promotion (no outside sales teams). • Appointment-based sales strategy where customers call to set a
• As an appreciation of past business, previous customers were invited 60- minute presentation with a member of the sales team.
to the dealership to take advantage of year-end savings. • Dynamic website created for each customer. I want to do everything in my power to guarantee you show up at our NADA booth this year in Las Vegas to talk about (possibly) the
• Dynamic website created for each customer. • Allowed customers to schedule appointments on their own most important breakthrough discovery J&L’s come up with in the last 15 years.
• Increased response rate time, increasing response rates
• Gathered valuable data for future mailings • Built database with customer information for future After spending the last few years rethinking the tired question of how to go about attracting buyers into your dealership and multiplying
• Built credibility and provided additional information mailings
your traffic in today’s vastly changed automotive retail climate – I’ve come up with some very startling and refreshing answers.
• Produced instant internet leads with qualifying • Produced instant internet leads with qualifying information
information • Drives quality appointments into the dealership during the slowest
• E-mail blast times of the week. This year at the NADA Convention in Las Vegas booth 2725, we’ll be launching the first-ever J&L Move, Crush, Count Program.
• Increased response rate Calling it advertising is a disservice. Calling it a marketing plan is an understatement. Calling it a direct mail program is an insult.
1,501 mailed
7,500 mailed 25 respondents (1.67%) What it is is a step-by-step, totally-integrated cutting-edge system for increasing your showroom traffic by 50% almost instantly!
93 respondents (1.24% during three days) 10 sold (40%) Don’t take my word for it – look at some of the case studies to the left to see what just a few of the dealers who participated in our
24 sold (25.81% during three days) two-year pilot tests produced.
3
Numbers do not include additional responses and number of vehicles sold from the The marketplace today is totally different than it was even two years ago. The marketing that used to work no longer does. The
Internet and phone prior to event dates.
approaches we used to use no longer deliver the 20-ton mega-punch that they used to – on their own. They need to be incorporated
into an all-new philosophy and all-new mindset and all-new series of actions and all-new integrated super traffic generating strategy.
Hybrid Events Thousands of dealerships like yours were sent an invitation to attend booth 2725. If you did not receive your invitation, here is your
last chance to get paid $100 for just 30 minutes of your time.
Case Study: Tennessee Honda Dealership
Call Sarah Amburn now at 800.861.5461 or e-mail her at samburn@jandlmarketing.com and schedule the day and time most
• Pre-registration program for previous customers that utilized direct 11,267 mailed convenient for you at NADA. You will receive $100 cash on-the-spot just for doing so. This is for general managers and owners only!
mail and personalized dynamic websites. 108 respondents (.96% during three days)
• Dynamic website created for each customer. 21 sold directly from mail piece, prior to event date My highest regards,
• Captured customer’s buying interests (19.44%)
• Follow-up postcard
60 sold during event dates (55.56%)
• Used as a reminder to customer of appointment.
• Follow-up 3D mailer 81 total sold, not including follow-up
Scott T. Joseph
• Used as a reminder to customer of appointment.
• HTML E-mail confirmations
• Used to repeat customer’s information back to them
and remind them of appointment.
800.861.5461 www.jandlmarketing.com

53. sts fos ls ms sf fis
DixonJudd
sales and training solution
The Art of Recruiting
For anyone in a sales Some situations call for a focused, ongoing ones where someone caught fire and led a
organization - meaning recruiting effort to even survive. College very successful charge. Most of the time,
if a product or service sports would be one example; even the they were not the ones with the most talent
has to be sold for your national champions in any college sport know or resources in the beginning of their quest
future to continue - then that players graduate and move on, usually for prominence. Their competitors and
you have probably at least heard the word sooner rather than later, not to mention that gravity add additional resistance. For those
“recruit” if you are not already living it. injuries will occur. If there is not a culture of us who have had the pleasure to be part of
of winning supported by fresh recruits, something big, it is really exciting to witness
It applies to literally everyone in the then the success will be short lived. Sales and participate in. Everyone wants to be on
organization, and yet too many times organizations happen to be another industry the winning team.
individuals don’t understand this or the that requires a consistent commitment to
organization itself views it as an evil that recruiting in order to compete at the top. If As the New Year is upon us and the topic of
is forced upon it. Recruiting, just like every we follow the path of very successful sales market share and growth in the New Year are
other aspect of sales, starts with attitude people or very successful companies then being talked about, my challenge to you is
first. With clear goals and a business plan in this becomes more obvious. What happens this: Be the person in your world that leads
place, recruiting can be the heart and soul to the top three? Usually they are promoted, the charge. Whether you’re an army of one
of the passionate pursuit of your goals and bought out or create their own dynasty. or one of many, grab your flag and let the
objectives. If we understand that nothing Tomorrow’s champions are being decided world know your goal to grow and dominate
stays the same and that none of us can right now. Have you decided to compete at in your market. Recruiting starts with
accomplish our goals alone, then recruiting your highest level? recruiting ourselves to our own cause, then,
becomes the external flag waving that rallies as we work to spread the word to others, it
everyone to our cause. The individuals and becomes more and more contagious.
companies that embrace this and make it a
part of their everyday activity thrive as a Recruiting Recruiting has it’s own skill sets and, when
result, every time. In fact, great recruiting
can overcome many inadequacies. has it’s own approached with a proven system, then
it becomes an art form. A system that is
Look around you right now, and name the
skill sets endorsed from the top down will include
everyone in the organization, be measurable
top three entities in your market place. Name and, when and communicate that this is a long-term
their top three people. Now ask yourself
“Were they born at the top? How long
approached endeavor, not a once-in-a-while activity.
Lead by example in your organization and
have they been in the business? How long
have they been at the top?” Have you been
with a proven watch as the electricity builds. Find a few
success stories to follow and use them as your
surprised to see any of them get there and system, then inspiration on your own personal journey
stay there in spite of themselves? Are you
in the top three in your market? The fact
it becomes an to the top. Starbucks Coffee and Keller
Williams Realty are two great examples of
is that no one started there, nor does anyone
have a 99-year lease on that position. Once
art form. market dominance obtained by recruiting
and a commitment to competing at the top.
this is understood, the light bulb goes on and The moment of decision is the most critical
it becomes clear that success is no respecter The best defense against erosion over moment in the life of any top performer.
of persons. Literally anyone can choose to time, burn out and competitors is to have Decide to compete at your highest level.
compete at the highest level and then set a proactive, ongoing and robust recruiting
out to get there and stay there. A successful effort. You have probably had the opportunity
Dixon Judd is a Partner in Your Success
recruiting system will be key to this. In fact, to work at organizations that were both good at Performance Resource Group. He can
it can be a huge accelerator in getting there and bad examples of this. The situations be contacted at 866.883.4916, or by e-
and maintaining that position. that stand out in everyone’s mind are the mail at djudd@autosuccessonline.com.
56 www.sellingsuccessonline.com

55. sts fos ls ms sf fis
JesseBiter
leadership solution
A New Year’s Resolution:
Break Up Your Unplowed Ground
There is something Tilling the earth may not be a part of your day- direct Him toward those hard places in your
special about Jan. 1 to-day routine, but these words universally heart that need help, He will pull the plow
that gives people the relate to the lives of even the most urban of and break up old resentments and heal old
feeling of a fresh start city slickers. Common sense dictates that the wounds.
and a new beginning. more “land” put into production, the more
As the calendar prosperous one can be. But what percentage There is one final step in preparing your field
changes, millions of ordinary people around of our lives is actually producing something for planting. When ground is untilled for
the globe take the opportunity to reflect on of value? Perhaps there are areas in your life many years, it often becomes covered with
the past 12 months and resolve to make that may reveal some “unplowed ground.” thorns and weeds. Pride, anger, selfishness,
changes in the new year ahead. Although Faith can help to cultivate these untapped greed, addictions and other thorns have a
the majority of these resolutions fall by the areas, enabling you to enjoy a more bountiful devastating effect on the crop that God wants
wayside long before the groundhog even has harvest in life. to grow. These thorns must be gathered and
a chance to see his shadow, the practice of burned for your new seeds to prosper.
reassessment is a necessary instrument for Keeping with the agricultural analogy,
making positive changes in one’s life. what exactly is involved with preparing the “The one who sows to please his sinful nature,
unplowed ground in your life? The first thing from that nature will reap destruction; the
It may be hard to admit to ourselves, but one must do is to assess what had previously one who sows to please the Spirit, from the
we are all in need of change. Some people grown in these areas. Hatred, bitterness, Spirit will reap eternal life.”
may say they have “no regrets” or “wouldn’t lust, greed, hedonism and others all need to Galations 6:8
change a thing” about their life. But a closer be rooted out so a new crop can be planted
look reveals that attitude is blind and self- and grow in the light. If God is the center of your New Year’s
serving. There is great power in confession Resolution, it has a chance to beat the odds
– to ourselves, to God and to others. Next, one must look at the hardness of – as long as you are committed. If it is God’s
Accepting responsibility and acknowledging the ground to be planted. Painful past will for something to be fulfilled, He will
the need for spiritual guidance is ultimately a experiences can work to harden one’s heart. enable you to fulfill it. Happy New Year.
healthy step on the road to righteousness. This may be a very difficult task, but the
hardness of heart must be broken up for the Jesse Biter is the president and CEO of
“Break up your unplowed ground and do not new seeds to have a chance to flourish. The HomeNet, Inc. He can be contacted at
sow among thorns.” good news is that Christ is willing to do the 866.239.4049, or by e-mail at
Jeremiah 4:3 hard work on your behalf. As long as you jbiter@autosuccessonline.com.
We need them. They need us. We need you.
It’s that simple.
®
®
58 www.sellingsuccessonline.com

56. sts fos ls ms sf fis
MarkTewart
sales and training solution
Car Sales 101: A Case Study
The time had come followed up with a phone call, a thank-you make gross profit or resulting income.
for my wife to get a card and a dealership introduction letter.
new vehicle. Let’s Show me any industry or field without
take a look at the Was the sales person that made the sale doing tons of competitors. Show me any industry
good, bad and ugly of extraordinary and super-human things? Was where some of the players aren’t using
her experiences. What occurred during her this sales person using special and secret price as their main weapon. Every industry
visits is a microcosm of what happens in sales techniques with magic-bullet closes? has these environments. The reality is that
automobile dealerships every day. The sales person was executing the basics of none of those things matter. You are faced
selling - THE BASICS. with MOTs (Moments of Truth) everyday.
My wife decided to look at several different In those moments you either choose to win
vehicle options. She visited three dealerships The good news is that nine times out of 10, or you choose to lose. Go back to the basics
to look at vehicles. At two of the three, the the basics are all that is needed. The bad and do what you know to do and are trained
sales people seemed to ignore her as she news is that so many knuckle-head sales to do. If you treat people at a higher level
looked at vehicles on the lot. Maybe it was people aren’t giving even a whiff of effort than you ever have and you remember that
because my wife had just been at the gym or professionalism to their jobs and their the word “sell” means “to serve,” you will
and had gym clothes and a sweatshirt on customers. For the sales people who do the sell as much as you can handle. Competition
– Mistake No. 1. right things, selling becomes easy because and price matters will wane. You will win
you have so little real competition. So many and win big.
At two of the dealerships, the sales person sales people whine, bellyache and moan and
Mark Tewart is the president of Tewart
never asked my wife’s name – Mistake No. 2. groan about how competitive the market is Enterprises. He can be contacted at
None of the sales people offered a test drive and how price is the only reason people buy. 866.429.6844, or by e-mail at
or much of a demonstration – Mistake Nos. The whiny sales person cries that you can’t mtewart@autosuccessonline.com.
3 and 4. Only one of the sales people asked
for my wife’s number before she left so they
could follow up with her – Mistake No. 5.
All three of the sales people did not treat her
site traffic
webes its nor spike
as she could or would buy the car by herself
– Mistake No. 6. All of them made sure to r ma d
mention to bring her husband back and they Ou tim lr
5
to 2 “
would make me a good deal – Mistake No. 7.
.
ate
Two of three did not follow up after the visit
.”
because they did not get the phone number –
Mistake No. 8. Two of the sales people took
repeated cell phone calls during the time they
were with my wife – Mistake No. 9.
> Matt Lamoureux, Acton Toyota
The next day my wife and I just happened
to stop and look at one other vehicle she
Visit us at booth 3881C at NADA 2007
had not previously seen. The sales person IMN Loyalty Driver™ is a turnkey e-marketing service that drives
did not make any of the mistakes mentioned interest, sales and customer loyalty. Customized, trackable email
above. He greeted us promptly, he made communications provide tangible results for dealerships across
quick rapport and he asked questions. The the country. A couple of examples:
sales person treated my wife with respect • 15 test drives scheduled within the first hour after an
and gave her the most attention since it was IMN Loyalty Driver e-newsletter was sent.
going to be her vehicle. The sales person
made friends with my son and related well • 90 phone calls in a month as a direct result of one IMN
Loyalty Driver e-newsletter.
to him. The sales person gave an energetic
and long presentation/demonstration. The Looking for results like these?
sales person presented and negotiated the Call 866.964.6397, ext. 214 or email ASGSales@imninc.com.
purchase professionally. He made the sale. Drive customers in…For sales, for life.
The delivery was handled with attention to
detail and my wife was made to feel special
in her purchase. My son was given a special 866-964-6397 imnLoyaltyDriver.com
teddy bear at delivery. The sales person
january 2007
59

57. sts fos ls ms sf fis
PattiWood
sales and training solution
Six Steps to a Great Presentation
at Your Next Meeting, Part 1
Want to make sure you Examples of good attention getters could take point the speaker was trying to make as they
do a good job running up an entire separate article, but examples wandered from subject to subject? Or have
your next meeting? include: you seen someone start with an agenda and
Over the next two • Reading a sentence from that day’s then go off on a tangent, never to return?
months, we’ll go over paper that relates to your topic When you are the speaker you must have one
six simple steps to • A quote, not a old Ben Franklin quote, clear agenda. You need an overall plan. What
take to make sure you get your point across but a quote from your four-year-old, is your purpose, what is the one point that you
clearly and effectively. or a customer want to make? Most speakers in meetings
• A success story from a particular sale make the mistake of talking on a topic rather
1. Start Differently last month than speaking with a clear purpose in mind.
The speaker starts the meeting with a
• A prop - such as confetti money, a toy If you say, “I am going to talk about sales
shouted, “Good morning! How are you this
sail boat or a poster of Cancun - as an this month,” you are talking on a topic. The
morning?” A few people respond with a
incentive to increase sales meeting participants don’t know what the
half-hearted “good morning” while several
others roll their eyes with derision. The point is. “Is he going to blast us about our
speaker looks displeased. He admonishes Remember: Have an attention-getter that is poor sales?” they wonder. “Is it going to give
the audience with, “You can do better than novel and unique. us some feedback on our performance?” they
that. Louder!” The audience, pummeled into guess. They don’t seem to know why they are
kindergartener-kid submission, responds 2. What do They Need? being spoken to on that topic, so they guess.
with a louder “good morning,” peppered When preparing your presentation, ask Guessing can get them confused, or turn
with nervous laughter from those that can’t yourself what your audience needs. Not what them off. Even handing out an agenda may
believe they made fools of themselves so just what your boss thinks they need, or, if not help. They may ask “Why is he talking on
early in the day. you are the boss, what you’re interested in at those three topics? What’s the point?”
the moment, but what they truly need. Think
This is not how you want to start your next of what you can give them that perhaps no You need to say, “You are going to learn the
presentation. This is the same old boring one else can. If you are not sure what they three steps to bring up sales. Let’s talk about
speech beginning you have had since your need, ask them before the meeting. Research the three things we did well last month and
sour-faced first-grade teacher stood in front shows that the needs of people are the same the two things we need to improve on for
of her chalkboard. for presentations as they are during any this month.” Suddenly, the audience knows
selling process. Make sure you say out loud what the point is. Ask yourself what do you
Don’t start your speeches with “Good
in the first five minutes the answers to the want the audience to know, see, feel or do as
morning,” “Good afternoon,” “Good
common needs questions: What’s in it for a result of hearing you speak at this meeting.
evening” or “Hello, my name is….” We
me? How can I make practical use of this What’s the point?
have heard all those beginnings before and,
on a daily basis? What is the benefit for me?
when an audience hears it come out of your
mouth at the beginning of your speech, Won’t this cause more work for me? Next month we’ll look at three other steps
they expect that the next thing out of your you can take to be your best at the podium.
mouth is going to be equally as tired. You Think of your audience members as channel
can certainly say “hello” and introduce surfers holding their personal remote control.
yourself later to the audience, which means Imagine the audience flipping through the
you introduce yourself after you have their meeting seeing if there is anything worth
attention. Start your speech, however, with their time. If you speak to their needs, they
something that will surprise your audience stay on your station. Patti Wood, MA, CSP is a professional
so they will think, “Wow, I wasn’t expecting speaker, author and coach at
Communications Dynamics. She can be
that. I wonder what else this speaker has up 3. What is the Point? contacted at 800.849.3651, or by e-mail at
her sleeve? I’d better listen and find out.” Ever sit in a meeting and have no idea what pwood@autosuccessonline.com.
60 www.sellingsuccessonline.com

59. sts fos ls ms sf fis
DirkZeller
sales and training solution
Four Pillars of Prospecting
For prospecting success cold calls. On another wall I posted all of distractions that take them away from
in the long term, apply my objection-handling scripts, including a prospecting obligations. An inbound phone
the four disciplines few options for each objection. This kept me call, a problem transaction, a sales question,
that are common to prepared for any direction the conversation an incoming e-mail, a sales person who
those who consistently took and allowed me to avoid fumbles. wants to talk, a broken nail – anything will
achieve their goals. do. It’s called creative avoidance, and sales
Knowing that body language comprises 55 people generally excel at the art.
1. Set a Time and Place for Prospecting percent of the power of communication,
You can’t work your prospecting around your even when communicating by phone, I kept
Whether you’re just starting out or you’re a
day; you have to work your day around your my intensity and focus high by standing up.
top seller in your dealership, distractions never
prospecting. You have to establish the habit The headset – which I consider an absolutely
just go away. In fact, the best sales people have
and engage in the discipline of prospecting essential prospecting tool – enabled me
even more potential for distraction because
on a daily basis and from a controlled to keep my hands free, so I could gesture
of the volume of business, the number of
environment where your prospecting tools or accentuate points as if I was speaking
staff people, the number of customers, and
are available and readily accessible. To directly to my prospect in person.
the scope of responsibilities they juggle. The
paraphrase from the 1960’s hit Batman,
When making an investment in a headset, difference between prospecting avoidance
prospecting success is all about “same bat
don’t get the cheapest one you can find. and prospecting success comes down to a
time, same bat channel.”
Spend a few hundred dollars to get one of simple question: What do you do when the
In my private office, I set up a prospecting high quality. Otherwise, you’ll end up with distractions hit? Do you postpone prospecting
station that included a stand-up area, a such poor sound quality that your prospect while you put out a fire? Do you decide to
computer, and telephone with a headset. won’t be able to hear you clearly – hardly a make just a few calls to settle the pending
Tacked on one wall were scripts for use formula for prospecting success. issue? Do you justify not starting your
when contacting expired listing and FSBO prospecting at the appointed time? If you
prospects, past clients, those in my sphere 2. Fight Off Distractions said “yes” to any of those questions, you are
of influence and prospects I reached via The truth is most sales people welcome practicing creative avoidance.
62 www.sellingsuccessonline.com

60. continued
To fight off distractions, you have to bar their you’re ready for the real thing. down to the very last one.
access: 4. Review a few affirmations like:
• Turn off your e-mail, so the “you’ve got • “I am a great prospector.” When you are running a race, you have to run
mail” icon doesn’t tempt you. • “When I prospect, people love to talk the whole way. No one remembers who was
• Ask the receptionist to take messages for with me and set appointments with ahead at the 80-meter mark of the men’s 100-
inbound calls during your prospecting me.” meter race at the Olympics. The winner has to
session. • “I will generate leads and complete the full circuit before he can claim
• Turn off your cell phone and pager. appointments before I am through his medal.
• Put a sign on the door that basically says, today.”
“Don’t bother me; I’m prospecting.” Don’t drop out early; finish what you start.
• Tell anyone who asks for a meeting You are now ready to start with focus, intensity
during your prospecting period that you and an expectation of success.
already have an appointment, because Dirk Zeller is the CEO of Real Estate
4. Be Faithful and Finish What You Start Champions. He can be contacted at
you do – working to find a potential
Stay faithful to your daily objectives by 866.883.9314, or by e-mail at
prospect.
completing all of your prospecting contacts dzeller@autosuccessonline.com.
3. Follow the Plan
Success boils down to taking the right steps in
the proper order. To get your prospecting steps
and order correct, you must have and follow
a prospecting plan. You must know who you
are going to call and for what reason. The best
approach is to set up each day’s prospecting
plan a day in advance.
If you wait to put your prospecting plan
together at the beginning of your prospecting
session, chances are too high that you will
talk yourself out of more calls than you make.
Your mental process will get in the way of
action, causing you to think things like “They
will think I’m calling back too soon…” or
“They won’t buy or sell right now…”.
If you establish a plan in advance, you’ll
be ready for action, rather than for double
guessing. Follow these steps:
1. Do your research, establish your plan,
and set up for the next day’s prospecting
a day in advance. Before you leave
your office for the day, determine the
prospecting calls you are going to make
on the next day. Assemble everything
you will need for the calls and put the
information on your desk, so it is ready
for your attention as soon as you walk
in the door.
2. In the morning, quickly review your
calls and your daily goals. A word
of caution: Don’t take too long. You
could be setting yourself up for creative
avoidance.
3. Spend 20 minutes before you make
the call practicing scripts, dialogues
and objection-handling techniques.
Establish a pre-call routine and create
a pattern or plan that you repeat over
and over again before each prospecting
session or call. As an analogy, think
of how professionals warm up before
performances. Whether you’re watching
musicians, actors or athletes, you expect
them to be fully prepared and ready to
go when their concerts, plays or games
begin. Follow the same rule. Warm
up in advance, so that by the time you
pick up the phone, practice is over, and
january 2007
63

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do is talk for you. With Hosted Network Phone, ADP takes care of everything. We provide the phone lines and the phones.
We upgrade and maintain the system and software. We take care of daily needs. We even include calls to anywhere in the US
and Canada. In other words, we assure that everything is taken care of, up-to-date and working properly all for one simple, fixed
monthly fee per user. That means reduced capital outlays when old technology needs to be replaced. And because it’s from ADP,
Hosted Network Phone means seamless integration with ADP w.e.b.Suite™ and ADP w.e.b.CRM™ solutions.
To find out more about the ADP phone system that automatically improves itself, go to www.HostedNetworkPhone.com
or call 888-237-7658 and discover Results Made Easy. SM
See us at NADA, booth 2449c
ADP, Inc. – Dealer Services Group / 1950 Hassell Road / Hoffman Estates, IL 60169 / www.DealerSuite.com / © 2007 ADP, Inc. – Dealer Services Group / ADP is a registered trademark of ADP of North America, Inc.

66. 500 Extra Sales 500
RedMcCombs.com increased
their sales from 100 vehicles online per
month to 500 a month and their
cost per sales is lower
100
before BZ after BZ
Congrats!
#1 eDealer of the Year:
RedMcCombs.com
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Come Visit Us At NADA Booth #3317C
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866.348.2703