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1. Check out the AutoSuccess Best of the Best Companies for NADA 2008
Volume 6 • Issue 7
HerbChambers.com
Tasca.com
FrankKent.com
Sheehy.com
ModernAutomotive.com
DickHannah.com
MossBrosAutoGroup.com
DaveSmith.com
ParagonCars.com
Walser.com

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5. on the cover
2008 eCRM Dealers of the Year
8 PatrickLuck
The Value of Mentors, Part 2
22 BrianTracy
Change More Than the Calendar
23 MarkTewart
The Value of Customer Service
24 TomHopkins
Negotiating for Profit
26 MarcSmith
Internet Sales 20 Group II
30 SeanV.Bradley
Identity Theft:
Don’t Let Your Guard Down 32 DeniseRichardson
Embracing Change for the Survival of Your Dealership
34 PaulRauseo
Happy New Year:
Big Breakthroughs or ‘Same Old Same Old’ 36 MichaelYork
How to Get Your E-Mails Delivered, Part 1
38 KeithLatman
Promote Yourself Effectively and Create More Opportunity
40 DebbieAllen
Caring in the Workplace
42 JesseBiter
New Beginnings in 2008
43 MichaelNealy
Your Biggest Opportunity
44 DavidThomas
Women Rock
46 KarenUriarte
Dealer Web Sites - One Is Not Enough
48 RalphPaglia
helping to support... God is the source of all supply
Hebrews 12:1 - Let us run with endurance the race that is set before us.
Patrick Luck, Editor & Publisher Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist Brian Balash, Sales-improvement Strategist
luck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com bb11@sellingsuccessonline.com
Thomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Scott Schaeffer, Sales-improvement Strategist God is the source of all supply
design@sellingsuccessonline.com ddavis@sellingsuccessonline.com sschaeffer@sellingsuccessonline.com
3411 Pinnacle Gardens Drive | Louisville Kentucky 40245 | phone: 877.818.6620 | fax: 502.588.3170 | www.SellingSuccessOnline.com
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69 per year. AutoSuccess welcomes
unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of
AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counsel
before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names
available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

7. HerbChambers.com CONGRATULATIONS
Tasca.com TO THE RECIPIENTS
FrankKent.com OF OUR 2008
Sheehy.com
ModernAutomotive.com
DickHannah.com
MossBrosAutoGroup.com
DaveSmith.com
ParagonCars.com
Walser.com
The Challenge Customer Relationship Management in key elements to determine the winners of
The New Year is upon order to harness results. What our research the eCRM Dealers of the Year Awards:
us, and it’s time to has shown is that the nation’s top performing
• Well-Defined Strategy:
PatrickLuck make our resolutions; dealers are harnessing their knowledge,
A detailed marketing plan with clear
so I have to ask: Have experience and resources toward this
you seen a massive increase in the number marketing phenomenon. This revolutionary objectives to attract traffic to their site,
of traffic, leads and sales being generated at medium has enabled dealerships to generate phones and showroom floor
your dealership? We certainly have in our substantial returns on their investment by • Effective Web Site:
quest to find our 2008 eCRM Dealers of the utilizing the innovation of digital marketing A customer-friendly site that is
Year. strategies and eCRM initiatives to promote innovative, engaging and informative,
all profit centers within their dealership – and that promotes all profit centers of the
2008 promises to be quite a year for digital from New and Used Sales, to F&I, to Parts dealership
marketing despite a weakened economy. and Service. AutoSuccess honors those • Powerful CRM Tool:
Recent projections forecast robust growth in dealers who have effectively leveraged the A fully automated prospect management
online advertising, rising four times the rate power of the internet and CRM to harness tool that will manage and measure all of
of the overall advertising industry. What substantial results. their leads through the sales process and
does this mean to automotive retailers? It beyond
means that it’s time for you to assess and It is important to note that many dealers are • Innovative Marketing:
align your dealership’s presence in the realm not only realizing the potential benefits of Digital platforms that include the current
of online marketing - or get left in the dust. digital marketing, but the reality of our rapidly cutting-edge technology of media-
changing industry and the growing demands enriched emails, banner ads, live chat,
The Solution of today’s consumer. Dealers can no longer eNewsletters and streamline video
The question that every member of the just examine and weigh the possibilities • People & Process:
automotive industry faces is not only how that exist with online marketing, they must Business Development/Customer
to survive, but also how to produce a return. realize the necessity of overcoming their Relation Centers powered by well-
The answer is simple. Today’s automotive inhibitions with technology, look the mouse trained and dedicated Internet specialists
dealers must be technically competent, straight in the eye, and join the increasing to sell appointments and well-equipped
equipped with innovative marketing number of successful dealers who have sales consultants to build value in the
strategies and objectives that include shifted their ad spend from traditional media dealership and the vehicle
intelligent digital marketing tools and to a more measurable and effective targeted • Tracking & Measurement:
training to sell more cars for less cost. digital marketing platform. Once dealers Automated tracking and management
get past making excuses, things begin to fall of vital metrics in order to continually
In keeping with our ongoing dedication to into place. monitor and improve results.
assist dealerships by providing innovative
solution-based resolutions to aid dealers The Winners Our congratulations to the 2008 eCRM
in becoming more successful, the team at This year’s top performing dealers have Dealers of the Year! Their winning entries
AutoSuccess reviews the input of hundreds of used the Internet to improve results and tell a great story of marketing challenges
dealers across the country who are mastering increase customer satisfaction and loyalty. and demonstrations of excellence in
digital marketing initiatives and effectively Although different dealers’ strategies vary, implementing innovative digital strategies
8
leveraging the power of the Internet and AutoSuccess looks for the following five and solutions.

8. Herb Chambers Companies
No. 1 Dealer Uses Internet to Sell over 1,100 Online Vehicles!
What drives Herb
Chambers’ suc-
cess? The truth
is that the
name Herb
Chambers is
synonymous
with success.
When it comes
to running
his business,
Herb Cham-
bers strongly
believes that a
service-oriented
culture is the key
to success, from
his employees,
right down to the
customer. The In-
ternet has played
a vital role in “With our fully measurable and automated system, we are continually
service of customers as the Chambers leg- improving and fine-tuning our processes to improve our results and
acy continues to expand to, at last count, increase ROI.” - Herb Chambers
42 dealerships across New England—from
Jeep Wrangler to Rolls Royce—generating the implementation of centralized processes Customer satisfaction is what it’s all about.
over $1.8 billion dollars in sales last year. for the growing number of rooftops in the Another concept that is key to the success
Chambers enterprise. The highly trained of the Group is the Herb Chambers’
“I don’t want my sales people to sell cars; BDC specialists are generating exceptional philosophy that “happy employees create
I want them to help people buy cars,” results through quick responses to customer happy customers.” The leading automotive
explains Chambers. With that philosophy inquiries and fine-tuned processes for group has one of the lowest turnovers in
in mind, and the right technology partner, handling incoming leads. “Our E-Commerce the nation, and is well-known for providing
Herb Chambers leverages the cutting-edge team holds regular meetings to review excellent training, employee benefits,
technology of an innovative high-impact benchmarks and evaluate progress in order incentive bonuses, and first-name-basis
Web site and media-enriched communication to find ways to fine-tune our processes. relationships with the living legacy himself,
into all his dealerships to make good on Our customized reports detail everything Herb Chambers. As a result, the family at
his commitment of providing the highest- including the leads by source, response The Herb Chambers Companies continues
quality service to their customers. times, appointment percentages, show rates, to outsell the competition and build an
closing ratios and cost per sale,” said Herb, ever-expanding base of loyal and satisfied
One of the greatest assets at Herb Chambers whose constant support contributes to the customers.
is the Business Development Center and ongoing success of the BDC.
THE BOTTOM LINE
• Herb Chambers is the No. 1 Dealer in New England.
• HerbChambers.com generates 1,100 online units per month.
• HerbChambers.com is a nationally acclaimed Award-Winning site.
• eDealer & eCRM Dealer of the Year for five consecutive years.
• The Herb Chambers Group has successfully implemented
Herb Chambers centralized processes in all their dealerships.
9

9. Tasca Auto Group
Writing the Book on eSatisfaction - Selling 100 Additional Units Online
History has a way versions of customer satisfaction
of repeating through the fusing of technology
itself. At the and “The Tasca Way” of doing
age of 27, business.
Bob Tasca
Sr. opened Internet veteran Tasca Auto Group
his first Ford got their start 10 years ago, and
dealership, has successfully followed the same
introducing processes while implementing
unheard-of different strategies and techniques,
concepts into said BDC Manager, Eileen
the automotive Aquilante. Now their Internet
industry, Department handles all their
including one- incoming phone and Internet
price selling leads, and is responsible for setting
and unparalleled appointments. With only a three-
customer service. person staff, the Internet Specialists
In fact, he “wrote have an appointment set rate ranging
the book” on from 50 to 60 percent, closing on
c u s t o m e r approximately 60 percent of the
satisfaction— leads they have direct contact with.
quite literally— “When a lead is generated, response
entitled You Will Be Satisfied. Today, that is immediate both via e-mail and
small single-point store has grown to a phone, and our staff will stay and
multi-franchise auto group located in return phone calls until 9 PM,”
multiple locations in Rhode Island and explains Eileen who personally
Massachusetts. The family business, now returns calls on Sunday via her
owned and operated by second and third Blackberry when necessary.
generation Tascas, has grown substantially
while maintaining CSI scores among the “What gets measured gets done,” said Bob “Tasca currently sells 100 online
highest in the nation. Tasca III, who sees to it that management units per month, and customer
constantly measures the vital statistics of surveys show that up to 80 percent
Under the direction of Bob Tasca III, the how a lead is progressing, enabling the team of our customers say that TASCA.
growing family of loyal customers of this to make necessary adjustments. As a result, COM influenced their buying
innovative auto group is experiencing the dealership has increased profits and
decision.” - Bob Tasca III
satisfaction like never before through the ROI, reduced turnover, and built an amazing
powerful combination of the Internet and base of customer loyalty. “Our Virtual
CRM. Tasca Auto Group, a pioneer in the Dealership is designed around our mission and phone traffic,” said Tasca III, “Our
realm of eCRM, joined forces with the to serve our customers, and in so doing, it customers rave about our Web site because
Internet early on to offer high performance generates massive amounts of Internet leads they can research, build and compare cars,
view new or pre-owned vehicles, buy parts,
schedule service appointments and more.”
THE BOTTOM LINE
As a result, Tasca currently sells 100 online
• Tasca made the shift to digital marketing to generate an additional units per month, and customer surveys
100 units per month. conducted by the dealership show that up
to 80 percent of their customers say that the
• Tasca’s Virtual Dealership has helped to increase sales, profits, and Tasca.com Virtual Dealership influenced
CSI by improving the customer experience online. their buying decision.
• Tasca’s highly trained BDC staff handles all Internet leads and Having happy customers definitely has its
incoming phone traffic. own rewards, and top-performing dealers
like Tasca will continue to thrive and excel
• Tasca.com and “The Tasca Way” have earned CSI scores among the in the industry by providing eSatisfaction to
highest in the nation. their expanding family of loyal customers
for generations to come.
• Customer surveys show that up to 80 percent of customers were
influenced by Tasca.com! Whenever a customer sees or hears a
10
The message is clear at Tasca Auto Group…
Tasca advertisement, they always see and hear TASCA.COM!
You will be satisfied!

10. Frank Kent Motor Company
Texas Dealer Strikes It Big - Increasing Sales 50 Percent
Fourth generation
owners of Frank
Kent Motor
Company
have taken
their dealer
group to a
new level by
implement-
ing new digital
marketing ini-
tiatives, includ-
ing a high-end
custom Web site.
“The move from
our previous Web
site to our media-
enriched interac-
tive Virtual Dealer-
ship complete with
“The move from our previous Web site to our media-enriched interactive
marketing tools
has helped us re- Virtual Dealership complete with marketing tools has helped us realize our
alize our potential, doubling our Internet team potential, doubling our Internet team with a resulting 50 percent increase in
with a resulting 50 percent increase in sales sales over the previous year.” - Dennis Groters, BDC Director
over the previous year,” said BDC Director,
Dennis Groters. This Fort Worth multi-fran- Frank Kent has a dedicated team of resulting in almost 200 units per month!
chise dealer has been able to increase leads Internet Specialists including seven highly The staff is successful at following up with
from 1,000 up to 1,500 per month—generat- trained appointment setters, two specialists all of their leads quickly and efficiently,
ing nearly 200 units in sales per month—uti- that focus on leads from eBay, and BDC and the customer-friendly processes give
lizing the power of the Internet and their new Director, Dennis Groters. Together, the the customers all the information they need
digital marketing strategies! team works to make their customers’ to make an informed decision.
online shopping experience pleasurable
Frank Kent began his automotive career in and profitable. “We are constant with the Frank Kent’s dedication to customers has
1927 when he accepted a proposition from a processes that we learned during our two- never wavered, and in today’s competitive
friend to try and sell a car in order to obtain day training boot camp,” explains Groters, market, the Internet has generated, and
a sales position at a local dealership. He and they have incredible results to back will continue to generate, a higher level
didn’t sell one; he sold four. And so, the that statement. The Internet Specialists of excellence for their expanding family
legacy begins. From a nationally acclaimed have a 68 percent appointment-show of satisfied customers for generations to
Ford dealer to a Cadillac Master Dealer, the ratio and a 12 percent total closing ratio come.
name Frank Kent has become synonymous
with quality and integrity. The dealership
today is owned and operated by fourth
THE BOTTOM LINE
generation great-grandchildren Cory
Churchill and Will Churchill. • The new Virtual Dealership at FrankKent.com is a highly converting
lead generating tool.
In the new millennium, Frank Kent Cadillac
is joined by Buick, Pontiac, GMC, Hummer, • New digital marketing initiatives are generating 7,000 visitors to their
Honda and Dodge franchises. The same Virtual Dealership.
dedication to excellence remains, and that
is precisely why the dealership group made • Frank Kent utilizes automated bulk e-mail to market their specials
the decision to tap into the unparalleled and promotions.
potential of the Internet to meet the growing
needs of their customers. • Frank Kent utilized a two-day Training Boot Camp to equip his highly
effective staff.
The comprehensive digital marketing suite
includes more than just a cutting-edge web
• Frank Kent currently has a total closing ratio of 12 percent with a
site; it’s a complete marketing system with goal of 15 percent.
prospect management capabilities and a
• FrankKent.com has increased leads from 1,000 to 1,500 per month.
11
suite of multi-media e-mails, driving more
traffic to the Internet and the showroom.

11. Sheehy Auto Stores
Dealer Group Sells 422 Online Units in One Month
The benefits of ef- Sheehy has chosen to outsource to
fective digital professional appointment setters
marketing who have received customized
are infinite, training specific to the dealership so
and no one they understand each dealership’s
knows this unique qualities like pricing
better than policies, personnel and inventory.
Sheehy Auto
Stores with 23 Many dealers are starting to warm up
franchises lo- to the idea of using Chat or Instant
cated across Messaging on their Web sites to
Virginia, Mary- communicate with their prospects,
land and North gathering vital information without
Carolina. A dedi- requiring them to submit completed
cated Internet forms. Some consumers are
sales staff of 35, apprehensive about responding to e-
under the direction mail or phone, but feel quite at ease
of Roy Reutter, is with an impromptu entry into a chat
capitalizing on window. “Chat is a product that gets
a new platform us extra contact with customers. We
with their arsenal of digital marketing tools look at it as a lead generation tool
to accommodate their online customers and – another way to capture leads off
generate viable leads. our Web site. It’s sort of like an add-
on feature—like air conditioning
Reutter and his staff are utilizing popular on a car,” Reutter said. “We have
trends like Live Online Chat windows to tons of contacts from our Live Chat
stay one step ahead of their competitors by button - service, parts and purchase leads “With our advanced digital
allowing consumers to make inquiries into - probably about 500-600 clicks a month,” marketing strategies, it’s not
a convenient Chat link located on their Web adds Reutter. uncommon for our dedicated
sites and digital communications. The Live Internet staff to field 4,200 leads per
Chat is an additional way to communicate The highly trained staff at Sheehy is month, generating 422 online units.”
that allows dealerships to interact with experiencing an 11 percent closing ratio on - Roy Reutter, BDC Director
online visitors in real time while they leads generated through chats; but Reutter
are showing interest in their site. Chat confirms that the true success of the function
services can be staffed internally; however, is what his staff does with the lead once they capture it and begin the follow-up process.
Sheehy customers also receive a digital
newsletter that can be measured, tracking
THE BOTTOM LINE every single person who reads it, what they
read, and how much time they spend on the
• The highly trained BDC staff at Sheehy handles 4,200 leads per articles. “New or Used vehicle sales are our
month.
main objective, but our biggest benefit has
• Advanced digital marketing strategies have increased sales from 103 been in the parts and service revenue that is
units to 422 online units per month. generated as a result,” states Reutter.
• Online sales represent 24 percent of total sales at Sheehy Auto The highly-converting Sheehy.com, in
Stores. conjunction with advanced search engine
• Sheehy increased leads by 350 percent after switching from DMS provider marketing strategies, has proven very
to a digital marketing firm to build a Virtual Dealership at Sheehy.com. successful for this expanding auto group.
Reutter reports that it is not uncommon to
field 4,200 leads per month generating 422
• Sheehy Auto Stores has a 9.3 percent total closing ratio.
online units per month.
• Internet leads represent 90 percent of total leads received at Sheehy.
12
For more information, visit their Virtual
Dealership at www.Sheehy.com.

12. Modern Automotive Network
Using Modern Technology to Sell 250 Online Vehicles per Month
Modern started their
Internet Depart-
ment in 1995
with two
individuals
who were
handling
faxed leads.
This rare auto-
motive presence
on the Internet
was met with
criticism, and
other dealers
thought that they
were crazy for
having two dedi-
cated employees
spending time and
effort on the Inter-
net and arranging
offsite demos.
In spite of the disparagement, management
at Modern knew the important role that the “Our customer surveys indicate that 80 percent of our current customers do
Internet would soon play - and they were
research online before coming to the dealership with 60 percent stating that
right on the mark! Today, customer surveys
indicate that 80 percent of Modern’s custom- our Web site influenced their decision.” - Bryan Johnson, CRC Director
ers do online research before coming to the
dealership. This pioneering dealership is liv- business,” said Fowler. “The CRC specialists According to CRC Director, Bryan Johnson,
ing up to its name utilizing advanced digital create friendships online and sometimes will about 20 to 25 percent of Modern’s business
marketing tools and techniques to generate sell a car six months after the initial contact is generated from Internet sales, and general
1,730+ high quality leads resulting in 250 was made.” sales have increased 15 percent in the last
online sales per month. year. In 2006 they sold 10,000 cars, and
Another successful best practice for building 2007 numbers are coming in substantially
The fourth generation Modern Automotive and maintaining customer relations at above that benchmark. Even with the success
Network, located in Winston-Salem, NC, has Modern is their e-mail marketing. All e-mail they have seen from their current digital
expanded to eight rooftops, 650 employees, addresses are collected at the time of sale marketing strategies, Fowler and Johnson
and a growing base of customers spanning and the customers are asked for permission look forward to adding more lead-generating
across 18 states as far away as Washington to e-mail coupons in order to keep in touch. features like video streaming and live chat
and Arizona, and even reaching across Proof positive that the CRC staff is doing an to their new Virtual Dealership at www.
international borders into Canada and awesome job is the low opt-out ratio of only ModernAutomotive.com.
Germany! Now that’s what we call making four percent!
use of modern technology.
With the help of an automotive digital THE BOTTOM LINE
marketing firm, the Internet Department at
Modern has been integrated into a thriving • With the help of an automotive marketing firm, Modern has successfully
Customer Relation Center employing 22 staff integrated their Internet Department into a top-performing CRC.
members to handle the increasing number
of highly qualified leads that are being • The CRC staff at Modern has an appointment-show ratio of 75 to 80
generated, and to service the simultaneously percent.
growing number of satisfied customers.
• The multi-media Virtual Dealership at ModernAutomotive.com converts
“I give the staff a ton of credit,” GM Omnia
traffic into highly qualified leads.
Fowler said. “Management writes the
processes, but the staff executes them very • Online sales represent 20 to 25 percent of total sales at Modern
well.” Each of the CRC staff members at Automotive Network
Modern are very personable and are effective
at establishing great relationships with their • ModernAutomotive.com and a well-trained CRC staff have increased
13
customers. “Our staff prides themselves on sales from 160 to 250 units per month.
not being in the car business but in the people

13. Dick Hannah Auto Group
Digital Marketing Strategies Increase Sales to 593 Units Per Month
“We found the of Google, Yahoo and MSN. The
cheese! A signifi- secrete formula to the search success
cant portion of includes over 1,000 search phrases
our business per manufacturer (100 most popular
has moved automotive search phrases in 10
to the virtual local cities). “Our Web site phone
shopping and traffic skyrocketed from 1,756 calls
info gather- to 5,090 calls in less than 8 months,”
ing world,” said said Joe Orr, GM at Dick Hannah
Joe Orr of Dick Honda. The Honda store enjoyed
Hannah Auto an 82 percent increase in used car
Group. The net profit for the year while cutting
opportunities advertising expenses from $442 per
created by an car to $114, and today they’re selling
effective digital hundreds of extra vehicles per month
marketing strat- meriting the commendation of being
egy are limitless, the No. 1 pre-owned Internet Dealer
and owner Dick in the world.
Hannah and his
management have Hannah is quick to point out that
successfully lev- successful dealers need more than a
eraged the power great Web site and CRM tool; they
of the Internet to increase and expand his need to build a complete strategy
enterprise while continuing to maintain the for marketing, get the right people
Dick Hannah immaculate reputation for un- in place, implement a process and
precedented customer satisfaction. With chil- establish a pricing philosophy. He
dren Jason and Jennifer at their father’s side, also adds: “While the right Web
the Hannah’s have successfully implemented site won’t solve all your problems,
an aggressive online presence with a focus on you won’t get far without it. We
Sales & Service, and have become the largest had a pretty good templated site that was “Our customers enjoy our Virtual
pre-owned Internet Dealer in the nation. recommended by our manufacturer, but we
Dealership. DickHannah.com is the
were not getting incremental business. After
The Dick Hannah Group comprised of 12 we switched Web and CRM providers, our nucleus of our success, helping us
franchises in 14 locations across Oregon and sales began to increase, and now with the to sell 593 online units per month.”
Washington, has capitalized on aggressive help of advanced eMarketing initiatives, - Dick Hannah
Internet marketing strategies and their award- we are selling 593 units per month because
winning Web sites to tap into the special they not only built us a better site, they also
finance and pre-owned profit opportunities. provided all the marketing tools and training special finance department called www.
Dick Hannah hired a local search marketing we needed.” DickSaysYes.com and www.printyourcheck.
firm to more effectively saturate their com which provides three easy ways for
award winning Web-site on the first page One great feature of the new site is a virtual the customer to get further into the process
and continually prompts them to fill out an
application online. Hannah explains that
THE BOTTOM LINE the key to building a Web site capable of
generating sub prime leads is to provide
• Dick Hannah used an aggressive eFocus on Special Finance to information the customer is looking for,
become the No. 1 Pre-Owned eCRM Dealer in the world. plus a convenient and private way to contact
the dealership. For example, DickSaysYes.
com includes a “How it Works” button that
• DickHannah.com helped generate an additional 333 sales per month. provides FAQs, Six Steps to Reestablish
Credit, Fast Bankruptcy Approvals and other
• With advanced digital marketing strategies, Dick Hannah cut areas that speak to what’s important to the
advertising costs from $442 to $114 per car. sub prime audience.
• The leads from DickHannah.com have a higher closing ratio and Dick Hannah knows that his company’s
lower cost per sale. reputation is a priceless asset, and he relies on
the results and resources of digital marketing
to uphold the highest standards of integrity
14
• DickSaysYes.com awarded USA Internet Approval Site of the Year.
and service within his dealerships.

14. Moss Bros. Auto Group
Implements Centralized e-CRC to Generate 192 Online Units Per Month
The Moss Motors The group began to see results
history had a in the way of increased traffic
modest begin- and leads after going live
ning in 1921, with a newly designed custom
when J.A. Web site that is loaded with
“Red” Moss media-enriched and interactive
Sr. planted features like scrolling marquees,
his roots in the a friendly virtual tour hostess,
community of and 360-degree 3-D Virtual
Blythe, CA with Test Drives that highlight all
the opening of the information the customer
his first dealer- is interested in. Moss feels that
ship. The acorn their new Virtual Dealership
doesn’t fall far is more professional and more
from the tree, and user friendly and provides the
the seeds of integ- dealership with an effective
rity and prosperity “centralized coordinated
that were planted attack” strategy rather than just
by the pioneer- being price driven. As a result
ing “Red” Moss of successfully implementing
have blossomed a new Virtual Dealership and
into mega-store Moss Bros. Auto Group digital marketing strategies to
now owned and operated by third generation promote all profit centers within
Glenn Moss. the dealership, MossSavings.
com has increased traffic and
Despite the humble beginning, the Moss generated over 3,300 qualified
family dealership, still located in the heart of leads resulting in a 540 percent
Southern California, has capitalized on the increase in sales in just 11
implementation of a new digital marketing months!
platform including a high-end Web site and
the development of a centralized Customer Today the highly effective 17 person CRC “Our new Digital Marketing and
Relation Center (CRC) to handle all leads staff at Moss Bros. is doing a phenomenal Training System has helped us
which has resulted in an increase of monthly job executing processes on appointments increase our sold units while
online sales from 30 units up to 192 units that show, generating 192 sales from 275 reducing our Cost per Sale. We have
within a matter of months! appointments - a 70-percent close ratio! Even
developed a solid process for us to
with great results like that, Moss feels there
help our customers, and as a result
After years of research, trial and error, and are still areas in need of improvement, and is
looking forward to what the New Year will
we have seen a steady growth in
consulting with various consultants, Moss
finally found the right automotive digital bring. Profit and Sales.” - Glenn Moss
marketing partner for his dealerships’ online
needs. Not knowing if the move was right
for all of his locations simultaneously, Glenn
chose his award winning “Blue Oval” Ford
THE BOTTOM LINE
point to implement the CRC processes. Within
the third month, Moss Bros. Ford had a record- • After years of trial and error, Moss Bros. partnered with an automotive
breaking month! Moss Bros. clearly saw the digital marketing firm to implement tools, training and processes.
benefits and results of the implementation of • Marketing Initiatives increased online sales from 30 units to 192 units
training and processes, and wasted no time in per month.
getting four of his other stores on board. By
the sixth month, all calls and leads were going • The CRC staff at Moss Bros. closed on 70 percent of the
to the CRC. “Our new Digital Marketing and appointments that showed.
Training System has helped us increase our
units sold while reducing our Cost per Sale. • MossBrosAutoGroup.com promotes all profit centers within the
We have developed a solid process for us to dealerships.
help our customers, and as a result we have
• Digital Marketing strategies have reduced cost per sale to $201 per
15
seen a steady growth in Profit and Sales,” said
Moss. unit.

15. Dave Smith Motors
Dealer Stakes Claim Selling 600 Online Units Per Month
Where can you find “The Internet has helped
the No. 1 Dodge- us sell more than 11,000
Chrysler-Jeep Dodge, Chrysler, Chevy,
Dealer in the
GMC, Pontiac, Buick and
world for the
fifth year in a Cadillac vehicles, making
row—or, how us one of the largest
about the larg- dealers in the world!” -
est GM Dealer Ken Smith, President
in the North-
western U.S.
for the eleventh 800 units per month with
year in a row? approximately 600 units being
sold from Internet generated
Dave Smith Mo- leads! You would think it can’t
tors, under the get much better than that, but
direction of Presi- Dave Smith Motors continues to
dent Ken Smith, have phenomenal success selling
is located in Kel- a record-breaking 7,030 Dodge,
logg, Idaho, a Chrysler and Jeep vehicles in
rural community 2006, only to blast right past that
with a rich historical mining heritage and historical benchmark in 2007!
a population just over 2,600. That’s right-
2,600 people. In fact, Dave Smith Motors The Internet has played a vital
has more vehicle inventory in this small role in the continued success of
tourist town than there are people! Overall this auto sales mining enterprise.
in 2007, this home-grown automotive gold With technology created in-
mine sold more than 11,000 Dodge, Chrys- house, Smith is utilizing the
ler, Jeep, Chevy, GMC, Pontiac, Buick and power of the Internet to market
Cadillac vehicles, breaking an all-time re- his dealership, generating tons
cord in new sales for both DaimlerChrysler of traffic and leads to his Web
and GM! site. Because of Smith’s early
decision to create a presence on the Internet own home-grown technology, attracting
Here’s living proof: You’ve all heard your in 1992, he designed and developed his more than 100,000 visitors per month on
manufacturers telling you that 80 percent own Web site and lead management tool their site, and getting approximately 150
of your customers shop online before because there weren’t any lead-generating/ Internet leads a day.
coming into your dealership. The Dave follow-up systems available on the market.
Smith Motors staff is selling approximately Dave Smith Motors has excelled using their Entrepreneur Ken Smith looks at every
profit center as a golden nugget. When
you’re mining and hit a vein, you don’t go
dig somewhere else - you stake your claim,
THE BOTTOM LINE set up camp, start working and stick with
it. Sometimes the work is tedious, but the
• Dave Smith Motors is the world’s largest Dodge-Chrysler-Jeep Dealer payoffs are great. Smith has been able to
for five consecutive years. maximize all of his value-added products
and services, including warranty, finance,
• Dave Smith Motors is the largest GM Dealer in the Northwest for 11
parts and a booming after-market accessory
consecutive years.
business that is Internet driven.
• Dave Smith Motors is the world’s largest Mopar Accessories Dealer
for five consecutive years. With their hassle-free buying philosophy
and technology as their primary tool of the
• Digital marketing strategies have helped Dave Smith Motors sell a trade, Dave Smith Motors has successfully
record-breaking 7,030 Dodge, Chrysler and Jeep vehicles. created a loyal (and growing) base of
eager customers, creating a business based
• The dealership has a team of dedicated Internet sales consultants to off repeat and referrals. The rush is on at
16
handle all inbound leads. DaveSmith.com!

16. Paragon Honda/Acura
Effective eMarketing Keeps Dealer on Top With 300 Units Per Month
New York has its probably spend up to $10,000 to
unique market- send out 15,000 pieces. We sent
ing challenges out 80,000 pieces and it took
consider- no time, no additional money
ing that it is and it generated outstanding
the only city results,” Benstock said.
in the U.S.
where more Paragon now utilizes search
than half of all marketing strategies including
households do digital display billboards to
not own a car. attract visitors to their Virtual
Despite the lim- Dealership. An astonishing
itations, Paragon 85 percent of their leads are
Honda is thriv- generated from their Web site.
ing and is highly “What is amazing is that we
acclaimed as a can track exactly how many
leading volume people saw the banner, how
dealer not only in many clicked through to the
New York, but site, what they did at the site
across the nation and how many bought. This
as well, selling 9,000 Hondas and Acuras in makes it easy to measure the
2007—that’s 20 per day, 365/24/7 (with no cost per sale and to improve our
fleet sales). How do they achieve their con- offers to get more customers
tinued success? Thanks to a robust Internet attention,” said Benstock.
marketing strategy, a well-trained Business
Development Center and a loyal base of cus- From the beginning, Paragon
tomers, Vice President Brian Benstock con- has been an exemplary model
tinues his relentless pursuit to be the best by for success. After implementing
capitalizing on the power of advanced search new digital marketing platforms
“With the help of our eMarketing
marketing, digital display ads and bulk e-mail four years ago, they went from 20 cars a month
strategies, Paragon sold 9,000
marketing campaigns to market and promote to 106 cars a month in their first month. Now
Hondas and Acuras in 2007 -- that’s
the Honda and Acura brand throughout New they are selling up to 300 units per month to
20 per day, 365/24/7!”
York. remain as one of the top Honda dealers in the
- Brian Benstock
nation.
As a foundation to their marketing strategy,
Paragon integrates their Virtual Dealership
URL into all of their advertising and THE BOTTOM LINE
marketing efforts. “Whether we use
billboards, newspaper or radio, we always • Paragon delivered 9,000 Hondas and Acuras in 2007 - that’s 20 per
promote ParagonCars.com and as a result, day, 365/24/7!
we get a phenomenal amount of customers
visiting our site,” said Ashley Antonio, • eMarketing has increased traffic to ParagonCars.com by 20,000+
Marketing Director at Paragon Honda. visitors.
• Paragon utilizes bulk e-mail campaigns to generate 40 additional
E-mail marketing has been a critical
units at zero cost.
component to their success. The BDC has
had incredible results from targeted bulk e- • Paragon’s closing ratio is 300-percent higher than the national aver-
mail marketing, generating up to 40 extra age, according to OEM reports.
units sold from a single campaign without
spending any extra money on advertising. • Overall sales at Paragon have increased by almost 200 percent
“We recently sent out an e-mail promotion to incrementally year to date.
80,000 addresses in our database. It took our
• Paragon has drastically reduced cost per sale from $500 to $100 per
17
Internet Manager 25 minutes to create and
unit.
the cost was zero dollars. Other dealerships

17. The Walser Group
Walser.com Branding Increases Unique Visitors, Leads & Sales by 40%
When we last heard make the deal happen. The
from the Walser core principle of the Walser
Group, they Way is to give the absolute
had suc- lowest price up front – no
cessfully negotiating, no waiting,
implemented no need to run the deal by
digital mar- management for approval.
keting strate- Everyone pays the same
gies, including low price. It’s up-front, it’s
the establish- honest, and it’s simple - fast,
ment of consis- fair, and easy!
tent centralized
processes within This eDealer network,
all franchises and comprised of 14 franchises
locations. The located across Minnesota,
training and ex- is committed to offering the
ecution paid off best service in the industry,
in the form of 70 and with effective and
percent show ra- successful processes in place,
tios on appoint- Owner Andrew Walser, is
ments and total closing ratios as high as 20 directing the spotlight toward
percent! branding his new Virtual
Dealership and tracking
Established in 1956, Walser Automotive conversions. “We are
has grown into a network of top-quality focusing on making Walser.
dealerships across Minnesota who are com a household brand name
committed to offering the best service in for customers in our region,”
the industry. What makes the Walser Group Walser said. “We have
unique is their “negotiation-free” philosophy increased our online identity
which they call the “Walser Way.” in the marketplace through
effective exposure on billboards, print, “We are focusing on making Walser.
With a fundamentally different approach TV and radio as well as implementing a com a household brand name for
to the car buying experience, The Walser library of high-converting microsites to customers in our region.” - Andrew
Way empowers the customer and the Walser increase visibility on search engines,” said Walser
associate with the independent control to Alan Krutsch, Marketing Director, “and as
THE BOTTOM LINE a result, we have seen substantial results
with a 30 to 40 percent increase in unique
• The Walser Group has implemented a new Digital Marketing Strategy visitors, leads and sales.”
to effectively market Walser.com.
With more of their growing base of customers
• New digital marketing strategies and Walser.com have increased turning to Walser.com to service their needs,
unique visitors, leads and sales by 30 to 40 percent. Andrew Walser knows the importance of
duplicating the buying process on his Virtual
• The BDC staff successfully sets appointments on 32 percent of leads
Dealership. That means investing in the
at Walser.com.
process in order to build confidence within
• Walser Automotive has increased closing ratios up to 20+ percent in the consumer and in the people at the dealer
two franchises. level in order to create excitement about
the Virtual Dealership and its marketing
• The Walser Way is a “negotiation-free” philosophy. Everyone pays potential.
the same low price.
Visit Walser.com to learn more about this
• Walser Automotive conversion ratio is 10 to 15 percent higher than
18
extraordinary results-driven dealer group.
the national average.

20. STS
The Value
BrianTracy
sales&trainingsolution
So, for a good
of Mentors, Part 2
6. Once you have joined these organizations, appreciation for his or her time and
mentor-protégé become actively involved and volunteer guidance. Mention that you hope to meet
relationship, you must be wide open to the for responsibilities. This will bring you again if you have another question.
influence and instruction of the other person, to the attention of the people you want to
11. Each month, drop your mentor a short
and at the same time, the mentor must be meet faster than anything else.
note telling him or her about what you
genuinely concerned about your well-being
7. Work, study and practice continually are doing and how you are progressing.
and your ultimate success. These are the two
to get better and better at what you do. Nothing makes a mentor more open to
essentials.
The very best mentors are interested in helping you further than your making
helping you only if they feel it is going it clear that the previous help has done
Your ability to choose your mentors can be a
to be worth their time. You will have no you some good.
crucial step toward achievement in all areas
problem attracting people to you when 12. Arrange to meet with your mentor
of your life. So here are 12 steps for building
you develop a reputation for being up- again, perhaps on a monthly basis, or
successful mentor-protégé relationships:
and-coming in your field. even more often if you work closely
1. Set clear goals for yourself in every area 8. When you find a potential mentor, don’t together.
of your life. Know exactly what you want make a nuisance of yourself. Instead, ask
to accomplish before you start thinking for 10 minutes of his or her time, in person, Over the course of your life, you will have
of the type of person who can help you in private. Nothing more. Remember, many mentor-protégé relationships. As you
accomplish it. most potential mentors are busy people, grow and develop, you will seek out different
and they may be opposed to someone’s mentors, the people who can give you the
2. Determine the things you will have to kind of advice that is most relevant to your
do in order to achieve your goals, the trying to take up a lot of their time. It’s
not personal. current situation.
obstacles you will have to overcome,
and the roadblocks you will have to 9. When you meet with a potential mentor, Successful people are very open to helping
surmount. express your eagerness to be more other people who want to be successful. This
3. Identify the areas of knowledge, skill
successful in your field. Tell him or her is especially true if they know you are willing
and expertise you will have to acquire in that you would very much appreciate to be a mentor to others who are younger
order to overcome the obstacles existing a little guidance and advice to help you and less experienced than you. The more
between you and your goals. move ahead. Ask for an answer to a open you are to helping others up the ladder
specific question, for a specific book or of success, the more open others will be to
4. Look around for the most successful audio program recommendation, or for a helping you.
people in the areas in which you will need specific idea that has been helpful to him
the most help. or her in the past. Brian Tracy is the chairman and CEO
of Brian Tracy International. He can be
5. Join the clubs, organizations and business 10. After the initial meeting, send a thank- contacted at 866.300.9881, or by e-mail
associations these people belong to. you note expressing your gratitude and at btracy@autosuccessonline.com.
22
www.sellingsuccessonline.com

21. STS
MarkTewart
sales&trainingsolution
Change More
Than the Calendar
The last quarter of the When was the last time you were “geeked” by
year rolls around and your To-Do list? Stop listening to everyone’s
you begin to hear some common refrains: “10 steps” and “10 rules” to everything and
• “We are waiting until the first of the the “Dummy’s Guide to Goal Setting” and
year” start living by your rules. It’s your life, your
• “Starting in January I am going to…” goals, your emotions and your rewards if
• “We have to wait until spring when you reach your goals. You make the rules.
business picks up” Go for as large a goal as you desire.
• “The first of the year I am really going
to get into it.” Secondly, start giving your subconscious all
the evidence it needs to start believing. You
Here’s the reality for most people who make may write your goal 100 times a day. You may
these statements: The calendar is the only write your goal and put on your bathroom
thing that changes. mirror and say the goal aloud 10 times every
morning. You may find 10 people who have
If you are waiting for the calendar to change reached your goal and reach out to interview
your life or your business, you are kidding them on what they did. You may close your
yourself. My own observation is that these eyes and visualize yourself at the moment
false start dates are nothing more than you reach the goal and see it in vivid colors,
excuses and actual obstacles to not face feel the feeling as strongly as you can feel.
reality and take action. No matter your
intentions, I think everyone has been guilty No matter what goal you choose, you have
of false statements at some time. to take some kind action. Take a step, no
matter how small, and then set in stone your
Words are cheap. A U.S. General once said, next action and action date. The next action
“Every year I pay less attention to what should be soon. The next hour or the next
people say and more to what they do.” Action day would be best. Don’t make the next
is always where the rubber meets the road. action step too long after the first, or leave it
However, actions are preceded by proper to chance that you will take your next step.
thoughts and beliefs. Just because a person
says they are going to do something does not The dirty little secret to reaching any and
mean that their brain buys into the idea. every goal is that most goals are made
up of small, boring, mundane steps that
When you make a statement, you are lead to your success. We live in an instant
consciously choosing to do so. The problem gratification society – “8-Minute Abs,”
begins when your subconscious does not “Lose 10 Pounds in One Week,” “Lose Six
match up to the conscious choice. If your Inches in One Week,” and so on. Those ads
subconscious does not have any evidence to are all brilliant marketing strategies, because
support your statements, the subconscious they promise instant results. The headline
immediately begins to sabotage your thoughts. of “Lots of sweaty exercise and eating tons
This is precisely why traditional goal setting of vegetables will help you lose weight this
and New Years Eve resolutions fail. year” would not get a lot of response. The
general public would say they hate hype but
I have heard many times that in setting the truth is most people love hype. People
goals they must be believable to work. You love HOPE — the easier the better.
can hear the “believable goals” mantra and
interpret this to mean you need to pick a safe Don’t wait for a calendar to change your life
goal. Safe goals rarely inspire you to action. or your business. Usually the only thing that
Safe goals are easy to say but they don’t fill changes is the calendar.
enough emotional needs. Behind all realized
goals are strong emotions that were on fire
to be realized.
Mark Tewart is the president of Tewart
First of all, you have to set inspiring goals Enterprises. He can be contacted at
that create emotions inside you. Otherwise 866.429.6844, or by e-mail at
23
all you are doing is writing out a To-Do list. mtewart@autosuccessonline.com.
the #1 sales-improvement magazine for the automotive professional

22. STS
The Value of
TomHopkins
sales&trainingsolution
One of the biggest
Customer Service
Where do customers go who don’t stay with If you have lost them to the competition, I
challenges facing your dealership once they’ve made a single hope you will be mature enough to say, “If I
any business is keeping in balance. In many purchase? lost the business, I got beat because of skill
automotive businesses, more emphasis is and talent. I’m going to increase my skill
put on getting new business than serving Many simply buy from someone else. If you level so it won’t happen again.”
existing clients. And that’s no way to had followed-up, you would have discovered
succeed long term. that the prospective client was either waiting There will always be those clients that you
for contact from you or was not happy with simply cannot please. I’ve had clients I’ve
Next to sales functions, customer service the first buying experience whether it was given so much service to and I know I earned
functions are vital to overall success and the vehicle itself or something else. Either the business, but for one reason or another I
must be given appropriate emphasis. By way, you need to know the answer if you didn’t close. I used to blame everyone else
customer service, I don’t just mean vehicle plan on having the automotive sales business for these failures. However, the more I look
service. That’s another issue altogether. as your career. at selling, the more I realize that if you lose
to the competition, it’s usually because they
Poor customer service will cost a company outperformed you. That’s when you need
as much business as will having a poor Poor customer service to set a goal to get better at this game of
salesperson on the lot. Both can damage selling.
a company’s reputation and potential for
will cost a company
future growth. as much business The last reason customers don’t buy from
as will having a poor you is because they no longer like your
When businesses don’t properly serve their salesperson on the lot. line of vehicles. It’s happened every time
clients after the initial sale, the clients go manufacturers go through major design
elsewhere the next time they need a vehicle.
Both can damage a changes. Some clients will hate the new
And in today’s times, most families have at company’s reputation look and start looking at different brands.
least two cars. If you’ve helped them get and potential for future Other people who may have never thought
involved in one, why wouldn’t you serve growth. they’d own your brand of vehicle, though,
them well and be the person they call when will be attracted to the new design so there’s
they need another? still plenty of new business to be had.
If they bought from another dealership
If you don’t serve them well, you can’t they either found a product or service that If existing clients have a change in their
expect them to be loyal to you, can you? they liked better or a more persuasive sales needs that requires them to go with a different
Unfortunately, when a client doesn’t make professional. manufacturer because you don’t have the
a second purchase, all too often those product they need, accept it gracefully and
businesses assume they weren’t good sales I have a philosophy to share with you. move on to someone else you can serve.
in the first place — that the client moved Please commit to this statement: “If I am Your attitude at a time like that can earn you
away or has not yet made another purchase. a pro, they will buy from me unless we go future business should their needs change or,
If you had a solid follow-up system in place, out of business, or the client dies.” Commit even better, a referral or two of their friends
you’d know what was going on and probably to yourself that you are going to be so or relatives who do like your brand.
have made that second sale. professional that they are going to invest
their money with you unless you are no
If the client did make a second purchase longer in business or the decision-maker
World-renowned master sales trainer
elsewhere, you’ll want to know why. Besides passes on to his or her heavenly reward. That Tom Hopkins is the chairman of Tom
the question of why they left you, the other may sound extreme, but that’s the way you Hopkins International. He can be
question you should be considering is where have to feel if you want to get the business contacted at 866.347.6148, or by e-mail
did they go? every time. at thopkins@autosuccessonline.com.
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24
1.866.583.1434
www.sellingsuccessonline.com

23. Who Do The 5 Biggest
Dealer Groups On Earth
Rely On For World-Class
Used Car Events?
WINNER WINNER WINNER WINNER
Most Average
Largest Sale: Dealer R.O.I. Most Most
Vehicles Sold: $
1.3 Million Sales Over Sales Over
325 647% After
Gross Commissions $
300,000 $
500,000
in 10 Days in 10 Days Gross Gross
If the answer surprises you, maybe you should get to know G&A.
We’re not the loudest. We’re not the cheapest. But if you’re looking for a reliable,
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1-866-460-0539 • info@gamarketing.com