This document presents insights from various contributors on improving sales strategies and customer experiences in the automotive industry. It emphasizes the importance of focusing on 'wildly important goals' and handling failure positively to achieve success, along with innovative marketing solutions for dealers. Featured strategies include leveraging customer loyalty, enhancing web presence, and utilizing video content to engage customers effectively.

1. AutoSuccess Best of the Best NADA 2009 – Details Page 4
January 2009

4. January 2009
FOCUS ON THE ‘WILDLY IMPORTANT’
8 StephenR.Covey
address:
3834 Taylorsville Rd.
SUCCESS BEGINS IN YOUR MIND
10 TomHopkins Building A, Ste. 1B
Louisville Kentucky 40220
GAME CHANGER
1 Solution for Automotive Internet Marketing 12 SusanGivens phone / fax:
877.818.6620 / 502.588.3170
WHAT CONSTITUTES A GREAT CUSTOMER EXPERIENCE?
14 KarenDillon web:
AutoSuccessOnline.com
AutoSuccessPodcast.com
HOPE IS NOT A STRATEGY
Gaging Providers for Cost Effectiveness 16 MarcSmith
team:
Susan Givens
CAN WE HANDLE THE TRUTH?
18 PaulSnider Publisher
sgivens1@autosuccessonline.com
PARTS CHOICES - NOT ULTIMATUMS
19 LloydSchiller Thomas Williams
VP & Creative Director
design@autosuccessonline.com
WHAT’S THE DIFFERENCE BETWEEN DEALERS
SUCCESS AND FAILURE TODAY? 20 MichealYork
Dave Davis
Editor and Creative Strategist
INTERNET SALES 20 GROUP XIII
22 SeanV.Bradley ddavis@autosuccessonline.com
Brian Ankney
26
LEADING THE WAY TO PROFITABILITY - Sales-Improvement Strategist
SeanStapleton
Loyalty and Membership Programs super6@autosuccessonline.com
John Warner
STOP WHINING AND START WINNING
The Attitude Development Plan 28 PaulCummings Sales-Improvement Strategist
jwarner@autosuccessonline.com
YOU CAN’T GO BACK AND YOU CAN’T STAND STILL
30 DalePollak general information:
info@autosuccessonline.com
SMALLER PIECES, BIGGER PROFITS
31 SteveBrazill eNewsletter:
enews@autosuccessonline.com
RIGHT SIZE, RIGHT NOW
32 RonAlexander AutoSuccess Magazine is published monthly at 3834 Taylorsville Rd.,
Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170.
Direct all subscription and customer service inquiries to 877.818.6620 or
34
info@autosuccessonline.com. Subscription rate is $69 per year.
WHY DO SALESPEOPLE TAKE SHORTCUTS? JohnDobrick 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
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contributing writers latitude in expressing advice and solutions; views
THE FOOLISHNESS IS OVER JohnBrentlinger 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
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CONSIDERING GOING DARK? MattBaker from time to time. Always confer with legal counsel before implementing
Let’s Talk About What That Looks Like changes in procedures.© All contents copyrighted by AutoSuccess
Magazine, a Division of Systems Marketing, Inc. All rights reserved.
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40 22 helping to support...

5. StephenR.Covey
leadershipsolution
FOCUS ON THE
‘WILDLY IMPORTANT’
Leadership starts with have only a 33 percent chance of getting stakeholders? Your answers constitute
defining priorities, but excellent results. wildly important goals. Customers,
doesn’t stop there. Previously, I’ve talked employees, suppliers and investors all
about the gap between setting a goal and How vital it is, then, to focus diligently have a stake in these goals. Therefore,
achieving it. To close the execution gap, a and intensely on only a few crucial goals. everyone should be able to describe how
dealership must practice four disciplines: While many of our goals at the dealership the key goals:
• Focus on the wildly important goal are important, only a few qualify as “wildly • increase customer loyalty
• Create a compelling scoreboard important.” A wildly important goal carries • ignite the passion and energy of your
• Translate lofty goals into action serious consequences. Failure to achieve people
• Hold everyone accountable all of the this goal renders other achievements • favorably impact suppliers, business
time relatively inconsequential. partners and investors
In this column, I will explain the first Consider the situation of the air traffic For a business, a goal cannot be wildly
discipline. controller. At any moment, hundreds of important unless it is crucial to the
airplanes are in the air, and all of them economics of the firm. Everyone in the
There’s a key principle that many fail to are important. But the controller cannot organization should be able to clearly
understand, hampering their ability to focus on all of them at once. Her job is define how the goal improves:
perform. According to science writer Nigel to land them one at a time, and to do so • revenue growth
Calder (The Mind of Man), one of the most flawlessly. Every organization is in a • cost reduction
self-evident characteristics of the conscious similar position. Few can afford the luxury • cash flow
mind is that “the mind attends to one thing of divided attention; some goals simply • profitability
at a time.” A person wearing spectacles must be landed.
with one green and one red lens will see Wildly important goals bring the greatest
either green or red, but never some grayish How do we know which goals are wildly payback. Of all your potential goals, which
combination of the two. important? The first step in achieving the few would bring you the most significant
crucial goal is to clearly define it. Which economic return?
Suppose you have an 80 percent chance of goals bring the most leverage in terms
achieving a particular goal with excellence. of strategic, stakeholder and economic Putting the goals through the strategic,
Add a second goal to that first goal, and priorities? All potential goals should pass stakeholder and economic screens positions
your chances of achieving both drop to through these three screens. a clear “why” behind the “what” of the
64 percent. Keep adding goals, and the goal.
probability of achieving them plunges Organizational strategy is crippled unless
steeply. Juggle five goals at once, and you it takes the form of a few vital goals that The most vital work of the leader and of the
everyone understands. Everyone in your fully engaged team is to define the wildly
“...to define those goals so dealership should be able to define how important goals — to define those goals so
the goal: clearly and to make the rationale so plain
• directly supports the organization’s that no one misses their significance. It is
mission to distinguish the wildly important from the
• leverages core competencies merely important and to focus intensely on
• increases market strength it. You can’t afford to waste precious time
• increases competitive advantage and effort on anything less.
Additionally, a goal cannot be wildly Originally ran in CLO Magazine
important unless it is the most Stephen R. Covey, Ph.D., is co-founder
consequential thing you can do to advance of FranklinCovey, and is the author of
your strategy. the best-selling The 7 Habits of Highly
and to make the rationale Effective People. He can be contacted at
so plain that no one What are the most important things you 866.892.6363, or by e-mail at
misses their significance.” should do to fulfill the needs of your scovey@autosuccessonline.com.
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www.autosuccessonline.com

6. TomHopkins
sales&trainingsolution
SUCCESS BEGINS
IN YOUR MIND
A good attitude is one I never see failure as failure, but only success. Success demands its percentage of
of the most important as the negative feedback I need to failure.
traits a sales professional can have. Most change course in my direction. Outside a
people who fail in business fail because restaurant with a lively bar, I once saw a Here is a philosophy that I teach my
they don’t know how to keep their attitudes gentleman who’d had too much to drink try students to live by: I am not judged by the
positive on a daily basis. They start their to unlock his car with the wrong key. No number of times I fail, but by the number
careers learning and practicing the basics, matter how many times he tried, the wrong of times I succeed, and the number of times
applying these ideas and end up making key still didn’t work. After I’d talked him I succeed is in direct proportion to the
lots of money. Then, they go into a slump. into taking a taxi home, it occurred to me number of times I can fail and keep trying.
They will stay in their slump until they that sometimes we all keep trying to make
go back to the fundamentals, until they the wrong key unlock the door — keep Work with this creed and the five attitudes
return to doing what they get paid for using techniques that don’t work in our toward rejection. What counts isn’t how
— accepting failure and rejection without selling endeavors, keep applying the wrong many transactions fall out, how many
letting it stop them. solution to the problem long after we’ve doors slam, how many things don’t work
tried it and failed. out or how many people go back on their
The key to success is in how you handle word. What counts is how many times you
failure. Handling failure does not come I never see failure as failure, but only pick yourself up, shrug and keep on trying
naturally to most people. It is an acquired as the opportunity to develop my sense to make things come together. There are
skill. Some of your emotions tell you to of humor. Have you ever had a traumatic challenges, obstacles and troubles in every
sulk and avoid any situations in the future experience involving a sales presentation? kind of business, but they are all temporary
that are likely to put you in line to feel the Three weeks later, you finally tell someone if you take control of your thoughts and
pain of rejection again. Other emotions tell about it and suddenly that same event is develop the right attitude. I believe that
you to get more out of life for yourself and hilarious. The longer you wait to laugh, the winners are winners because they’ve
your loved ones. Concentrate on what you more that failure will hold you back. Make learned to fuel their success drives by
have to gain, and learn how to change your a determined effort to laugh sooner, and overcoming failure.
attitude toward rejection. learn the trick of telling a good story on
yourself. World-renowned master sales trainer Tom
I am going to present five sayings that have Hopkins is the chairman of Tom Hopkins
helped me move forward in all areas of my I never see failure as failure, but only as International. He can be contacted at
life. Memorize them and recall them when an opportunity to practice my techniques 866.347.6148, or by e-mail at
thopkins@autosuccessonline.com.
you’re rejected or have failed to achieve and perfect my performance. Every time
what you wanted. you present your service to others and they
don’t buy, at least they gave you a chance
I never see failure as failure, but only to practice. Many people don’t realize the “The key to success is in
as a learning experience. Every sale importance of this. Learn to appreciate the how you handle failure.
that doesn’t go through is a learning opportunity to become better. Handling failure does
experience; every challenge you have is
a learning experience. Learn from your I never see failure as failure, but only as not come naturally
failures. Thomas Edison, who conducted the game I must play to win. Selling is a to most people. It
more than 10,000 experiments on filaments game. Life is a game. Both have their rules is an acquired
before he produced a practical light bulb, — luck plays a small part, but the winners skill.”
was once asked, “How did you keep going play ball. Over the years, I’ve discovered
after you failed more than 10,000 times?” that a single rule dominates every situation:
Edison replied, “I did not fail 10,000 times; Those who risk failure by working with
I learned 10,000 ways that didn’t work.” more people earn more money; those
Like Edison, try to look at failure and who risk less failure earn less. If you risk
rejection in a different light — as a learning failure, sometimes you will fail. But every
experience. time you fail, you’re that much closer to
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www.autosuccessonline.com

7. Dealer.com Platform “Parts”
featuresolution
keep the visitor longer and, ultimately, get
them to act. To do this, dealers need intuitive LVLC™ V2.0 ePricer™
sites, available in English and Spanish, that The platform includes a revolutionary Tool that prompts customers to submit
give visitors the information they need in the decision-making tool known as the Live their contact information and receive an
manner in which they want it. This includes Visitor Lead Calculator™ (LVLC), an easy-to- immediate price quote via e-mail.
one-click inventory pages, full vehicle detail use solution that enables dealers to estimate
pages, vehicle reviews and compelling leads and sales before they invest in the Video Integration
site. Based on a decade of data collected Includes Vehicle Showroom™ featuring
inventory videos. For the dealer, more
from more than 8,000 dealer Web sites, the CarFlix Virtual Test Drives™, keeping visitors
than 35 lead-generating forms allow for an LVLC can predict the approximate number longer and making it easier to convert
immediate connection to visitors, which is of visitors a site will attract. Version 2.0 of the them into buyers. Also includes a Video
the Web site’s reason for existence. product enables dealers to see how much Streaming Toolkit and a Video Gallery. The
“Changing the Game” with a comprehensive, feature-rich Today’s customers are expecting video.
business they can expect from their paid most recent video addition to the platform
search efforts, not just from their organic is CarFlix™ with Human Voice, a process
online sales and marketing platform, driving more According to The Pew Internet and searches. Plus, based on the dealership’s that automatically and instantly creates high
sales and more productivity. American Life Project, almost half of all average closing rates, the LVLC can even quality, full-motion videos with real human
Web users watched online videos last year. estimate sales revenue. voices from pictures and data in a dealer’s
multiple vendors, is fully integrated and sales revenue for the dealership can even be Clearly, it’s no longer enough for dealers to inventory system.
post still or stock images of their inventory, LeadMachine™
comprehensive. In other words, the dealer estimated. For dealers, the game changer in
or even 360-degree views. They must now Complete lead tracking system that enables Sales Analytics™
won’t have to learn how to make the parts a tight economy is being able to accurately dealers to create an automated process for A full set of sales, Web site and search
play together — they were created to work gauge their ROI. also add videos of their inventory. Generic
video that doesn’t promote each vehicle’s assigning, following up and managing leads ranking performance reports that can be
together from the start. to individual sales reps, including tools such downloaded or accessed via FTP using a
SusanGivens Marketing: Control Your SEM Results specific benefits just won’t do.
as Integrated Call Tracking and PowerMail™ single login. Assigned account managers
Out of the box, information across the The effectiveness of your Web site is (personalized, branded e-mail campaigns). review the reports with each client, helping
platform can be shared and acted on, directly impacted by how it stands out in a Your dealership can stand out from your
competition using a patent-pending process to interpret and improve site performance.
A dealership is an eco-system. Every effort enabling dealers to drive more traffic, field of sites competing for the consumer’s Total Control Dominator™
is interconnected or interdependent and capture better leads, and make faster — and attention. The goal is that, when a customer that can automatically create unique,
A simple-to-use search engine solution Mobile Marketing
must perform in harmony for the dealership more accurate — decisions. The Internet types a search into Google or another search realistic videos of every vehicle in a your that enables dealers to build completely Allows on-the-go shoppers to browse a
to survive and prosper. If one area is department’s efficiency will be greatly engine, your site stands tall at the top of the inventory, using a human voice. Once customizable paid search campaigns in dealer’s new and used online inventory via a
weaker than the rest, or doesn’t contribute increased, benefiting “the body” as a whole. results. Dealers hire SEM (Search Engine vehicle data is loaded into an inventory just seconds, allowing them to create ads microsite optimized for smart phones, such
as expected, the other elements in the Marketing) vendors to achieve this goal. It’s system, it produces a professional video around specific keywords or go head-to- as the iPhone.
dealership’s system are all at risk. Your Example: If a vehicle is sold and the way it’s been done for the past decade, within minutes. Human voices can be head with their competitors.
profit – your very survival – depends on all removed from inventory, the platform but is it the best way now? pre-recorded; then words and phrases are
the parts operating in unison. can automatically disable any online seamlessly blended to create video voice- Managed SEO™
ad specifically referring to that vehicle. Today, dealers can take advantage of a overs. A vehicle model’s key features and Allows the Dealer.com team to continually
To put it another way, if your lungs, brain, And, as a result, a dealer’s Internet ads radically different approach from most associated talking points are pre-loaded, evaluate and upgrade keywords to ensure
kidneys and liver are all functioning are never dated and always reflect current traditional SEM vendors. Dealer.com’s a dealer’s site receives consistently high
enabling a video for a truck to automatically
perfectly, but your heart underperforms, organic search engine rankings, more form
inventory; ad dollars are more wisely spent Total Control DOMINATOR™ (TCD) promote, say, the vehicle’s four-wheel drive submissions and higher conversion rates.
your body is sick and can’t perform and customers find the exact vehicle they incorporates what the company refers to as capability and V-8 engine.
effectively. If your heart stops, your seek. Just as you don’t have to consciously a “big brain” of SEM data, gathered over SmartSites™
body dies. Only a body with all its parts remind your heart to beat, all this happens the years from dealerships in every corner Through this technology, the system takes
Award-winning, easy-to-navigate and
functioning correctly and efficiently can automatically in the background. of the market. By applying sophisticated it one step further: the automated script can search-optimized Web sites that contain
achieve to its potential. software rules and analytics to this data, it discuss not just features but the benefits multiple lead-generating forms, as well as
Planning: automates the process of keyword selection, of those features as well. The result is a sales tools such as SpecialsBuilder™ and
What does a dealership need to bring its Know Your ROI before You Spend high-resolution, convincing inventory CarFinder™. Also includes SmartSite™
configuring more than 8,000 top keywords
various parts into harmony? A powerful This platform consists of several presentation with sound and special effects, Composer, a tool that enables dealers to
and enabling dealers to create effective SEM
online sales and marketing platform, components that take the dealer beyond such as panning, scrolling, zooming and update and edit their own Web content.
campaigns in minutes. Dealers no longer
coordinating all functions so that each a standard 360-degree view. Take, for pictures within pictures. This solution also
have to wait for a vendor, or manually
section can compliment and support the instance, the Web site, perhaps a dealer’s includes a library of context sensitive music,
change keywords themselves.
other, is key. This would change the game single most important sales lead generator. call-to-action dealer branding and built-in work with each dealer to constantly improve all, the platform is feature-rich, combining
for dealers, and create a solution where the When a dealership hires a firm to construct The system also aids dealers in bidding for lead forms. It will make an impression. results. You’ll know where you stand. tried-and-true solutions, with leading-edge
whole is greater than the sum of its parts. a Web site, there is no recognized, objective keywords to achieve the greatest ROI, and
Managing: Executive Reporting technologies. These are not mere features but
way to determine if the Web site’s ROI will helps link consumers to the page on your site One for All, and All for One best-in-class features wrapped in industry-
And now, the good news: That platform has Made Easy
pay off. The Web analytics and site traffic they are searching for to eliminate frustration. A common expression that’s often used proven best practices.
been created. With all these parts working in unison, it’s
are presented after the site has gone live. In addition, with this system, search in motivational seminars tells us that the
The Platform By then, it’s too late and the dealer could be engine marketing experts carefully analyze critical to know what’s working — and acronym T.E.A.M. stands for “Together Forty years ago, the Hertz Corporation
Dealer.com’s platform is the decade-long stuck in a vendor contract with a low ROI. keywords, customize Web content, enhance what’s not — especially since dealers can Everyone Achieves More.” The same can made marketing history with a successful
result of consulting dealers and applying the site’s behind-the-scenes coding, build make changes on the fly. The platform’s now be said about the game-changing ad campaign based on the slogan “Let
By utilizing a decade’s worth of research inbound and outbound links and submit the activities are reflected in a set of fully Dealer.com platform. Hertz put you in the driver’s seat.” Today,
best practices to the solution dealerships
and best practices collected from more optimized site to search engine directories, configurable executive reports. These dealers can get in the driver’s seat of their
have been searching for.
than 7,000 dealer sites across the country, including Google, Yahoo! and MSN. Again, reports include side-by-side metrics for a Dealers benefit from the platform by enjoying own online sales and marketing campaigns
Just as the human body is more than the sum the Dealer.com platform allows dealers to it’s as automatic as your heartbeat. dealer’s advertising sources, such as cost a more efficient process, and an increase in through the use of a virtual platform.
of it’s parts, the platform uses its modules estimate potential leads from sales from per sale, closing ratios and gross profit, as sales and service leads. The platform is more
— a Web site, an ILM, vehicle images the Web site before making the investment. Selling: Engage Shoppers, well as data on the number of site visitors cost-effective, allowing dealers to replace And, don’t forget, selling cars is a team effort.
and an inventory management system, to Dealers will know what they can expect Close Deals to average cost per contact to search engine multiple vendors with one vendor making
name a few — to create harmony within from their paid search efforts, along with Getting the consumer to your site, however, rankings. Additionally, these reports come the marketing dollars go farther while at the For more information about Dealer.com
the dealership. This solution, unlike other their organic searches. Also, based on the is only the beginning. With Dealer.com’s with account managers who read and same time driving dramatic productivity
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contact us at 866.898.4617, or by e-mail at
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platforms that are cobbled together from dealership’s average closing rates, potential platform, dealerships have a great tool to interpret the numbers for the dealer, and gains for the dealership. Perhaps best of dealer.com@autosuccessonline.com.

8. KarenDillon
sales&trainingsolution
WHAT CONSTITUTES A GREAT
CUSTOMER EXPERIENCE?
The quality of your courteous language and empathetic tone. When a customer calls for service, it is
dealership’s customer It can also be projected through proactive tempting to tell them to “come on in”;
experience is ultimately determined by contact with the customer, including timely however, if we can’t accommodate them
the way customers feel after their last follow up to inform them of the areas of and complete the service on their vehicle
interaction. If the customer is unhappy, concern once their vehicle problem is properly and timely, we’ve not only
your dealership’s customer experience is diagnosed, having their vehicle ready at the possibly lost a service customer, but also
bad. If the customer doesn’t have a feeling promised time and explaining thoroughly damaged customer satisfaction. Train
one way or the other, your dealership’s the repair and associated costs. your advisors to greet the customers by
customer experience is mediocre. If the name — with a smile — so the customer
customer feels good, your company’s A J.D. Power study makes some significant feels they are important and the dealership
customer experience is satisfactory. points as to the importance of service personnel are pleased to serve them. I had
In today’s economy, as we attempt to satisfaction: a friend of mine ask me recently, “Why
encourage more customers to return to • Customers satisfied with their service do service advisors always seem to be
our dealerships for service, none of these experience are more likely to return for in a bad mood?” If this is the impression
experiences will accomplish our goal. We service. your advisors give your customers, some
need the customer to feel “delighted” — • Customers satisfied with their attention needs to be directed to this area
this will provide a substantial competitive service experience are more likely to immediately.
advantage. repurchase the same make.
• Customers satisfied with their 3. It’s important that the customer
Your customer’s experience and their service experience are more likely to understands there are services that should
feelings about their interactions with your recommend the make, leading to new be performed to prevent a safety or
dealership are actually driven by several vehicle sales. mechanical problem. Always take the
specific factors: • A gain in CSI score of 10 points is time and provide a full explanation of
estimated to add $40 to $300 per what you are recommending, why you are
Time customer annually. recommending it and the benefit to them
Most people today suffer from “time of having the service performed. We must
poverty.” Time is the one thing that As you look at addressing these factors that earn the customer’s trust by only selling
most customers don’t have enough of. affect your customer satisfaction, what are needed services. Trust is a huge deciding
So customers’ perceptions about your some proactive steps you can take? factor in a customer determining whether
dealership customer experience are largely or not to return to a dealership for future
influenced by time. This means you have to 1. Offer your customers the ease and vehicle services and vehicle purchases.
reduce the time it takes for them to get in convenience of making a confirmed service
touch with you, as well as the time it takes appointment from your Web site 24/7. 4. Remember how critical the last
for them to communicate their need. This will allow your customer to make impression is. Be certain the last words
their appointment at their convenience the customer hears when leaving your
Competency — not yours — and eliminates the need dealership are “Thank You, Mr./Mrs….”
Customers need to believe that your for them to call the dealership for a service Also, when you utilize an online
dealership employees are good at what they appointment. According to GM, 35 percent appointment system, you can customize an
do. They must perceive that your personnel of calls that come into the dealership for automatically generated pre-CSI e-mail to
are well informed about the services service are either dropped or the customer the customer after the vehicle is picked up,
offered by your service department. So, to is placed on hold and hangs up before thanking them for their business, letting
project a perception of competency to your speaking with someone. Also, as more them know they may be receiving a survey
customers, you must make sure that each and more customers begin making their regarding their satisfaction with this service
member of your staff who interacts with appointments online, in-bound telephone and requesting they contact the service
your customers is fully empowered with calls are reduced, lessening the number that manager with any issues or concerns.
information that is complete, accurate and do not get answered properly.
up to date. Constant attention to these areas can
2. Keep and maintain an appointment lead your dealership to increase your
Personalization schedule, and schedule your customers in service business, service CSI and service
Customers don’t want to be treated like properly, so they do not have to wait in efficiency, along with providing “a great
a number. The differentiation of the line on the service drive to be greeted by customer experience.”
experience your dealership delivers will an advisor. According to Auto University,
be contingent on how well your customers the average wait time for a write up
feel recognized when coming to your is 11 minutes. When we consider this
dealership for service. number, keep in mind we can assume the
first person in line was written up right Karen Dillon is the president of
Care away; so consider the length of time TimeHighway.com. She can be contacted
Customers like knowing that you care. This some of the customers have to wait in at 800.901.3170, or by e-mail at
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feeling of care can be projected through order to achieve this average wait time. kdillon@autosuccessonline.com.
www.autosuccessonline.com

9. MarcSmith
sales&trainingsolution
HOPE IS NOT A STRATEGY:
Gaging Providers for Cost Effectiveness
Many of you may profits. A complete audit of the cost of Do you have vesting and volume
have seen the recent the products should always be performed, requirements?
article in Automotive News talking about paying special attention to whether the Having these requirements normally allows
the credit crisis and how lenders are provider is truly bringing a cost-effective the provider to set unrealistic goals. If these
becoming reluctant to finance dealership’s solution to the table — no matter what their goals are not met, the provider can keep
inventories, forcing hundreds of dealers out size. I have found that the smaller, more some of the dealer’s profits. You should
of business. Dealers have been subjected specialized provider usually has a better always receive 100 percent of your reserves
to poor sales, high gasoline prices and cost-structure than the 800-pound gorilla. and 100 percent of your investment income
destructive price wars. with no requirements.
Likewise, I want to point out that there are
The National Auto Dealers Association two types of relationships dealers can have Are there embedded incentives?
predicted that as many as 700 dealerships with a provider which, in the end, affect Never use embedded incentives. They
could close by the end of 2008. It is more product profitability: a participating and create nothing but misguided loyalty.
important than ever to evaluate the full non-participating relationship. In a non- Not to mention it is the best way for the
profit potential of every department in the participating relationship, the dealer simply provider to use your money to incentivize
dealership. remits the cost of the products and retains your people.
a small profit. When a dealer participates,
Perhaps dealers should start by taking it gives them the ability to share in the Do you receive 100 percent of
a closer look when dealing with their reserves and investment income. When a unused maintenance coupons?
providers. After all, the area in the dealer is participating the agreements could In most cases the provider takes up to 50
dealership that can offer the largest be purposefully written in a way that might percent of the dealer’s unused maintenance
deliverable margin on the current volume not deliver 100 percent of the profit to the coupons and does not even seed the
of business is the Finance and Insurance dealer. The first red flag should be raised dealer’s accounts with maintenance
portfolio. In fact, most dealerships can if your provider is reluctant and drags their reserves. Watch out for this.
increase deliverable profits by as much feet when asked to deliver the agreements
as $300,000 per year without selling any for your audit. Once granted access to them, In today’s business climate, taking a
additional vehicles. What today’s dealer consider the following to determine just close look at all products and services is
needs is a business strategy of efficiency. how well your provider agreements deliver: a prudent move and will make your entire
Dealers need to be more cost-effective on operation more efficient and profitable. If,
everything from advertising and personnel What is in your administrative fees? after putting your agreements to the test,
to the cost of goods and services and the In many of the agreements I have read, you elect to change your provider, be sure
providers they obtain them from. language regarding administrative fees the products your new provider offers are
has not been clear. Generally, these backed by an “A” rated carrier.
First, I recommend reviewing all expenses. administrative fees are made up of several
When dealers take a drilled-down approach components, included no doubt to hide We can all hope the market comes back
to their finance portfolio, additional costs and confuse dealers. strong, that the banks buy deeper and the
they can often find nuances Remember, your administrative fee economy comes back fast, but hope is
in their agreements that cost should be inclusive of all fees, including not a strategy. When you position your
them enormous administrative, stop loss and dealership with top-rated products at
dealer obligor. the lowest possible costs, it will set the
foundation for additional margins and
improved customer satisfaction as the
market rebounds and grows. Good luck and
good selling.
Marc Smith is the president and CEO of
Marc Smith International LLC. He can be
contacted at 866.665.4479, or by e-mail
at msmith@autosuccessonline.com.
16
www.autosuccessonline.com

10. PaulSnider LloydSchiller
marketingsolution
sales&trainingsolution
CAN WE HANDLE PARTS CHOICES -
THE TRUTH? NOT ULTIMATUMS
When speaking with showed an average credit score of 544. This applicants who rent versus those who own I want you to be open Sometimes the original equipment part
finance executives, means we have to work smarter in order to was only 14 points. That tells us we can no all day Saturday. I prices out too expensively, and our customer
there appears to be one common difference gain more approvals and deliver a higher longer assume that, because a person rents, want you to market to and retain your pre- ends up going elsewhere. If our competitor
between those who are very successful and number of vehicles. they have worse credit than homeowners. owned customers. And now I want you to performs a quality repair, we didn’t lose the
those who simply remain stuck at the same offer choices to your customers. I want you job, we’ve lost the customer… permanently.
volume month after month. That difference • Privacy fears have caused customers to • Customers want us to give them all to stop the “take it or leave it” mentality. There are numerous parts you can offer
is “understanding the truth” about non-prime fill out applications with bogus information. the information prior to coming into BEST, Better, good choices on: alternators,
customers and why they often provide us Because of this, we must do a better job the dealership, which often results in If you buy a concert ticket, there are starters, batteries, water pumps, steering
bogus information. interviewing customers. appointments never showing up. Train your different prices for different seats. If you gears, power steering pumps, steering
entire staff how to handle outbound calls to go to McDonalds, they have different gears, ball joints, tie rod ends, brake pads,
• Recently, a Florida-based marketing customers who have applied and make sure
Long before instant bureau scores, electronic sizes of practically everything they offer brake rotors and drums, master cylinders,
company contacted 1,500 customers in 20 they understand the importance of getting
approvals and Internet leads, we were on the menu. These businesses, like most power brake boosters, A/C compressors,
states who applied for credit online in the that person to show up. Don’t lose sight of
forced to accept every lead at face value, businesses, are offering you options. Your condensers, evaporators, heater cores and
past month, where 41 percent said they the fact this customer may have cash they
contact the customer, arrange for them to choice — if you can’t afford front row seats, radiators.
purchased a vehicle. Not all, however, were are not telling you about, or a co-signer who
come in and, most of all, conduct a proper how about something further back, but more
from the dealership that received the lead. can put strength into your deal.
interview. Successful dealerships still affordable? Need something just to hold you Since the automakers make very few of
That tells us that just because customers do
operate that way; however, a good number over until dinner — how about small fries their own parts anymore, they use outside
not buy today they are still in the market The bottom line is, in order to increase
of managers still believe that whatever is on and a small soda? suppliers who manufacture, box and ship
and, with proper follow up, could buy soon. sales, dealerships need to work every
a lead sheet is real and only call customers these parts for the automakers, as well
lead, go back to the basics, conduct proper
back if their beacon score is high enough • Another survey with a national bank We do it in the vehicle sales department as other supply chains, including the
interviews and accept the fact that customers
for instant approval. Let’s take a look at the discovered that more than 40 percent of — new, certified pre-owned and pre- aftermarket.
today have many choices and must be
Facts/Truth surrounding non-prime credit customers apply numerous times at different owned. Every new vehicle comes with a
worked properly.
customers today. sites. That is why we continue to see variety of trim packages and prices. The The good news is the aftermarket vendors
duplicate leads. Paul Snider is the CEO of Voisys. He can finance department has a myriad of choices make it easy for you to offer these choices.
• Credit quality continues to decline; a be contacted at 866.492.9209, or by e- Top-quality providers, CARQUEST and
recent survey of over 325,000 applications • The difference in credit scores between mail at psnider@autosuccessonline.com. when it comes to protection plans and
other aftermarket items; yet many service NAPA have programs designed for new
departments hold steadfast to the belief that vehicle dealers. Web-based parts catalogs
the customers are coming to your service make it easy for your service advisors and
department to pay top dollar to have their counter people to check pricing and local
vehicle serviced, and that’s just the way it is. availability. Then, they can offer BEST,
Better, good choices to your customers
Now before you say, “But we offer wherever such options exist.
competitive prices for our maintenance
work, and, look, we have choices for tires,” You will use these same quality (not junk)
consider why you are doing that. Is it aftermarket options to offer your customers
because the customer would otherwise never choices. By telling your customers “we
visit your service department more than already did your shopping for you, and here
once? All of the factory-trained technicians are the choices available,” we have proven
in the world will not convince a customer you can close more service and parts sales,
to overpay more than once or to authorize a and retain more customers.
repair they cannot afford. Taking care of your customers results in
them coming back for more service, more
When a customer is given a quote for a parts and future vehicle purchases — and
repair and he says, “Let me get back to maybe even in recommending you to their
you,” what do you think he’s doing? Do you friends. Not offering choices is basically
think he’s calling his friends to tell them issuing ultimatums, and Americans don’t
what a great dealership he took his vehicle respond well to ultimatums (“You need a
to today? Each customer is unique; some new starter. Take it or leave it, bub.”).
may only need their vehicle to last until they
have an opportunity to sell it, others may Yes, I want you to offer parts choices. I want
plan on keeping their vehicle forever. By you to be open all day Saturday. I want you
giving your customer only one choice, we’ve to take care of the pre-owned customers. I
given them a reason to shop us. want you to be successful.
In order to provide the best opportunity Lloyd Schiller is the founder of Dealer
to retain your customers, use your best Services Corporation, a division of NCM
efforts to offer your customers two or three Associates. He can be contacted at
866.703.1479, or by e-mail at
19
choices — BEST, Better, good — when it
18
comes to some suggested parts and repairs. lschiller@autosuccessonline.com.
www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional

11. MichaelYork
sales&trainingsolution
WHAT’S THE DIFFERENCE
BETWEEN DEALERS SUCCESS
AND FAILURE TODAY?
What’s the difference I’ve mentioned on several occasions a done or seen or achieved or provided to
between the masses powerful lesson I’ve gotten from the book the marketplace. What’s best with you?
and the true “car stars” in the marketplace? Change the Way You See Everything. I was By focusing on what’s best, it provides
Between the individuals and organizations impressed by the overriding message in the a measure of encouragement and
navigating these uncharted waters of a book. Here’s the message... positive reinforcement allowing you
shifting economy and those crashing on the to make decisions that bring greater
rocks of the same old ways of doing things? Most people focus on these two things: commitment.
1. What’s worst about what’s going on
How lucky they are? Their location? How right now in their life, or work, or “the 2. What’s next for you, your business,
about their focus? news” or whatever. What’s the worst your life, your family, your (fill in the
thing you can imagine? Now focus on blank)…
What should you and I be focused on that for a day or week or weeks and see
today? What are most individuals focused what happens — is it any wonder that, When you focus on what’s next, it brings
on, and does it really have anything to do if this is the focus of most individuals, an energy and inertia that propels you in
with how things work out? we are a fearful and worrying society? that direction. It’s actually a law that states
a body at rest tends to stay at rest, while
If you’re a photographer, focus is key. Lose 2. What’s happened, happening or may a body in motion or a mind in motion to
your focus as a leader and your team or happen (see #1). In essence, something remain in motion or be propelled in the
company will soon follow. Take your eye that is beyond your control. direction of the new thing that is next.
off the ball as a hitter or wide receiver, and
you’re down and out — no touchdown, That’s the prevailing victim mentality This is the kind of “entrepreneurial
you’ve struck out. And so it is in the that says you’re at the mercy of outside adrenalin” that most individuals who opened
marketplace today, focus is critical. forces; more fear and worry that literally their own business or started an enterprise or
paralizes individuals from taking action pursued an idea have felt. And it’s difficult
and lulls them to explain to anyone who hasn’t.
into a pattern
Bo
of “waiting on It’s an entrepreneurial experience that brings
ot
N 919
things to change positive energy and can bring an excitement
h1
AD N
or someone and a passion that transcends the day-to-day
A ew
20 O
else to change stuff that we all have to deal with.
09 rle
things.”
It’s just that when we focus on what’s next,
nsa
If you were all the other stuff seems to become less and
YOU HAVE CUSTOMERS going to change less a paralyzing force and must step aside
things, would for anyone who is on their way to what’s
AND PROSPECTS. you wait for next and has made a commitment to go
everyone else to there.
change or just
WE HELP YOU GET begin with you? If you need some positive reinforcement
to help with your focus on what’s really
A LOT MORE MILEAGE Here’s the power
of the “Change
important today, go back to basics
with some of these books and timeless
OUT OF THEM. the Way You
See Everthing”
messages:
• Think and Grow Rich by Napoleon Hill
message. The (re-read it)
two things that • The Strangest Secret by Earl
Let’s roll. the uncommon Nightingale
minority (top
performers, high Don’t neglect the power of positive
achievers, “car messages and focusing on these two things
stars,” etc.) are that bring you through the difficult times
focused on: toward big success: What’s Best and
What’s Next.
Innovative e-newsletter solutions. 1. What’s
best (just the Michael York is a professional speaker,
866-964-6397 imnLoyaltyDriver.com opposite of the writer and business consultant. He can
majority) about be contacted by e-mail at
what’s now or myork@autosuccessonline.com, or visit
20
what you’ve www.MichaelYork.com.
www.autosuccessonline.com

12. SeanV.Bradley
sales&trainingsolution
INTERNET SALES
20 GROUP XIII
We recently just on their faces, and hear it in their voices. work weeks. You will crash and crash hard.
concluded another Over the years I have seen numerous people
successful Internet Sales 20 Group. Dealer One thing I made clear to them, as I want die. That’s right I said die. It is very sad;
principals, GMs and OEMs traveled from to make clear to all of you reading this, is they put all of their time, energy and essence
all over the United States to get educated as Stephen Covey would say, “we need to into the job.
on Internet sales. Given this economy, with sharpen the saw,” meaning you can’t keep
everything going on — the uncertainty, the going at a crazy pace at your dealership, Some people are workaholics, some are
fear, etc. — I could see the stress and panic bell-to-bell, six-day, seven-day or 13-day forced to by Gestapo management and
others simply feel that they have no other
choice because they are commissioned
based, and they need to keep working to
support themselves and their families. The
problem is that there is something called a
point of diminishing return. Meaning, there
is only so much you can squeeze out of
something.
Covey says that there are four main
categories in which you need to sharpen
your saw:
Physical — exercising, walking, running,
yoga, sports etc…
Social/Emotional — spending time with
spouse, children, family, going on a date,
movies, talking with other people not work
related, clubs, dancing, etc… Have fun!
Mental — Reading books, magazines,
Web sites and blogs; puzzles, Sudoku,
having fun on Google, practicing word
tracks, objections and rebuttals, conducting
research about automotive Internet sales and
business development for your dealership.
Mental “sharpening of the saw” can be for
fun as well as for mastering your craft.
Spiritual — Going to church, volunteering,
meditating, centering yourself. If you are
not happy and at peace within yourself, you
will not be able to achieve your maximum
potential.
If you are working in an Internet department,
business development center or phone room,
you cannot make call after call after call
after call every day, six, seven or more days
without a day off. You need to sharpen the
saw. I know it sounds hard to accept if you
need money now, but I promise you that you
will be more productive and more on your
game if you have recharged your batteries.
We often lose sight of the obvious, such as
“sharpen the saw.” Make a commitment to
yourself and your dealership that you are
going to start taking better care of yourself.
Sean V. Bradley is the founder and CEO
of Dealer Synergy, a nationally recognized
training and consulting company in
the automotive industry. He can be
22
contacted at 866.648.7400, or by e-mail at
sbradley@autosuccessonline.com.
www.autosuccessonline.com

13. NADA
BOOTH
#1448
Gain an
Unfair Advantage
For Your Dealership
Call Today
1-800-564-1875
Search to Sold
www.tkcarsites.com
©2008 TK Carsites. All rights reserved.

14. SeanStapleton
marketingsolution
LEADING THE WAY TO Get the most out of your advertising
PROFITABILITY -
Loyalty and Membership Programs
dollars by using Aspen’s proven programs
The strongest any services from that dealer in the past nine best reason to get those customers back to
consumer brands months. As an industry, we have to improve your dealership for whatever the reason. Individual Dealer Promotions
design their loyalty and rewards programs those statistics if we’re going to succeed.
to create long-term, reliable relationships Of course, it’s true one oil change here and Statistics continue to show retailers offer SPECIAL OPPORTUNITY FOR
CUSTOMERS AND SELECTED NEIGHBORS OF ABC CHEVROLET
with their customers. Major companies like there is not going to add much profit to the loyalty and rewards program because Dear Sample,
BestBuy or Southwest Airlines understand bottom line. But it’s not about just one visit. they work, but not all loyalty and rewards PROGRAM INCLUDES: Sample,
We Have A New Chevrolet
As a valued customer of ABC Chevrolet, we want to personally thank you for your business. Due to your continued
loyalty, ABC Chevrolet is the most well recognized dealership in Northern Virginia. Now it is our turn to say THANK YOU!
Because of your preferred customer status, you qualify for a dramatic new incentive program just announced by our owners.
Program Headquarters
For this event only7110 exclusively at ABC Chevrolet you will PRESORTED
PO Box and
West Chicago, IL 60186
• Discounts of up to $10,000 OFF PAID
PERMIT #259
receive:
FIRST CLASS
U.S. POSTAGE
Traffic Building Direct Mail
programs are the same. Dealers must
With Your Name On It! • 0% APR* Financing CAROL STREAM, IL
that, in order for the relationship to work, It’s about creating a sense of loyalty that • Variety of Four Color Mailers • Up to $7,000 in Rebates**
• Up to 120% Kelley Blue Book For Your Trade***
***00000000000000000000*****
Sample A. Sample
In addition, ABC Chevrolet is desperately looking for customer trade-ins to fill their inventory. Our records indicate that
you own one of the vehicles Any need to fill our special requests.
1234 we Street
customers must first trust the brand. This keeps the customer in your dealership for understand these programs must be
Any Town, USA 12345
• Exclusive Envelopes We have been authorized to buy back your current
!1234445566!
vehicle at up to 120% of it’s market value!**
With ABC Chevrolet’s up to 120% buy back of your trade, huge factory cash back, and low
integrated with a philosophy of outstanding
interest rates, you may be able to
also holds true in the automotive industry, all their automotive needs. The idea is to • Postage UPGRADE TO A NEW VEHICLE AND KEEP
YOUR PAYMENT THE SAME.
but for dealers, a customer relationship bring them back to your facility again and customer service, targeted messaging and • Targeted Mailing Lists
All sales people and managers have been authorized to upgrade your vehicle!
TRADE UP NOW! NO MORE REPAIR BILLS! Sub-Prime Promotions
characterized by a deep sense of loyalty and again during the lifetime of that vehicle and rewards that resonate with the customer. • All Support Materials 0% APR
FINANCING*
OR
UP
$
7,000 IN
REBATES**
trust has to be built the old-fashioned way the next vehicle and the next. This strategy
TO
• Dynamic IVR Phone System (optional) UPGRADE LOCATION:
ABC Chevrolet
EVENT DATES:
Friday, June 27th
Effective and successful programs offer
123 Any Street through Tuesday,
- step by step, one transaction at a time. not only means good business for the dealer • Supply of Premiums
Anytown, USA 12345
888-888-8888
July 1st, 2008
Service Mailers
today, but even better business tomorrow. loyalty expertise, measurable goals for each
*On approved credit. Select models only. See dealer for details. **Rebates subject to change based on manufacturer’s programs. See dealer for details. ***Based on fair Kelley Blue Book
trade-in value. Deductions will be made for excessive mileage, wear and/or damage.
Now more than ever before, dealerships location and ongoing support. Your existing
will need to realize the true value of their We all know the old rule of thumb that a customer information must be consistently
mined, cleaned, filtered and validated
Hispanic Promotions
most valuable asset — their customers. As happy customer will tell five people, while
we see the average automotive ownership an unhappy customer will tell 20. Rewards to ensure the program being created is SureLeads ®
POWERED BY ASPEN MARKETING SERVICES
lifecycle increase, it creates both new programs turn customers into advocates for based on current information about your
challenges and opportunities that justify the your dealership and increase the number of customers. This will determine appropriate
The Number One Internet Lead Generation Program Saturation Mailers
need to reevaluate the true value of a loyal times they pass along the good news. It’s offers to make, when to make them, and Get pre-screened credit scored internet leads by working directly
relationship. Fewer customers are buying also the most powerful form of marketing most importantly, how to make them. with the number one internet lead generator. Increase your
new vehicles; they are keeping their vehicles on the planet. Research has shown that these profitability by only reaching the best prospects for your marketing Digital Four Color
longer and will need services and products “customer advocates” spend more money in Offers that are delivered via mass marketing goal. Achieve higher response rates with high level pre-screened
that make no sense for that particular lead lists.
Custom Mailers
to maintain and protect their investment. the service department, submit higher CSI
Dealerships have never needed to leverage ratings and refer many more customers. In customer are worthless and damaging to
• Confirmation email sent instantly • Introduces your dealership
this opportunity greater than in this current addition, loyal customers cost less to market your future opportunities with that customer.
You have to deliver a message that is from Aspen Marketing to the E-mail Marketing
market. Dealers need to get to know their to and are more profitable, as they visit your
customers, identify their needs and provide dealership more frequently. Dealers with specific for each individual customer in a consumer • SMS and email alerts sent to
products and services to fulfill those needs. well-designed rewards programs also see consistent and customer-preferred method. • Confirms buy-in of consumer you or your sales team
a significant increase in returns and more One of the keys to building a successful Internet Leads
In order to survive the current economic profit from each individual customer. Many loyalty program that creates lifelong • Full application instantly sent to
and industry challenges, many dealers of our dealers have experienced returns on customers is to NEVER put an irrelevant • Explains the process
your CRM account for follow up
have taken a renewed interest in building a investment of literally 1,000 percent, after message in front of anyone.
Sales Contests & Sweepstakes
more-efficient operation, one that creates a just three months. It’s that powerful of a
I don’t have to tell you that customer
Start Selling More Cars Via The Internet!
return on investment from every aspect of marketing mechanism.
defection in our industry is the highest of
the business. To do that, dealers must first
focus on the customer’s needs, rather than You can do the numbers for yourself. How nearly any industry today. Stop relying on
Special Finance Promotions Data Analytics
their own. Dealerships spending their time much would a customer spend on repairs, broad messaging and aggressive discounts
to bring your customers back. Building a Aspen Marketing combines the power of direct mail, cutting
creating frequent interactions with their maintenance, F&I products, parts and
loyalty and rewards platform that is relevant, edge voice response technology and the power of internet to
customers will not only survive, but can accessories during an average four-year Premium Fulfillment
actually thrive and grow in 2009. ownership of a car? What if you could gain timely and respectful will build a customer deliver to you the best automotive leads in the auto industry!
100 percent of that “spend” for just half base full of trusting, loyal advocates for you.
Loyalty and reward programs can help of your current customers? A loyalty and PROGRAM INCLUDES:
create a foundation for developing rewards program can help make that happen. Sean Stapleton is the executive vice • Full Color Invite • Interactive Phone System In/Out Bound Calling
president of business development at • Exclusive Envelope • Web Based Lead
relationships with customers, resulting And don’t forget, research also tells us 86
Visible Customer. He can be contacted
in repeat business. Most current research percent of customers purchase their new at 866.406.6337, or by e-mail at
• Postage Management System
shows that nearly two-thirds of a vehicle from the dealership that services sstapleton@autosuccessonline.com. • Targeted Mailing List • Supply of Premiums
dealership’s customers have not purchased their current vehicle. And that’s perhaps the • All Support Materials
Call Aspen Marketing Headquarters Today At:
1-800-736-0602
www.aspenautomail.com “America’s Leader In
26
Atlanta • Chicago • Dallas • Detroit • Los Angeles • Morristown • New York • Phoenix • Tampa • Toronto Automotive Direct Marketing.”
Copyright © 2008 Aspen Marketing Services, Inc. All rights reserved.
www.autosuccessonline.com

15. PaulCummings
sales&trainingsolution
STOP WHINING AND
START WINNING
The Attitude Development Plan
Newsflash! The you let those who possess no inspiration, You Must Value Yourself
world is not perfect, no desire, no dreams, no goals rob you of Let me reveal a secret to you: It is
and neither is a career in the automotive your own? There is no good, reasonable or impossible for others to like, love or
industry. Everyone wishes their journey intelligent answer to these questions. The believe in you more than you do. I have
were a simple and uncomplicated trip, but remedy is to follow the simple but powerful witnessed people mired in negativity and
that is not the reality of the world we live in advice I offer below: self-pity because they are in a mode of
or the industry we work in. personal destruction. Somewhere along
“ Today, I will refuse to associate with the twists and turns of life they lost their
The brutal truth is that sometimes life is anyone or anything that might infect and self-confidence and belief in themselves.
difficult. What measures a human being is harm my mind with mediocrity or negativity Have you ever been around someone who
the spirit and attitude they display during regardless of who or what it is.” can’t see any good in themselves? They
their most trying and difficult moments. In – Paul Cummings always ask negative questions like “Why
fact, it is in these moments we must rely does this always happen to me?” These
heavily on our attitude, faith and belief if Feed Your Mind Positive Thoughts negative questions invite their “ghost”
we wish to persevere. Whining, moaning, Have you ever eaten a bad meal? Did you (your little voice) to finish them off. You
groaning and complaining when things enjoy the result of putting the spoiled food must bring this pattern of behavior to an
are tough serves no purpose whatsoever. It into your system? Of course not. However, immediate halt. The fact is you didn’t come
may give you some temporary pleasure as because your body has a wonderful self- to this earth with a spirit of fear or equipped
you spew your negativity forth so others protection system that helped to purge with limiting beliefs. You came here
can join you in your personal pity party. your system of the problem, you were equipped for greatness, armed with power
However, until you stop the whining, I able to recover rapidly. I wish we had and destined for personal victory and high
promise you it will remain difficult for you the same system for protection against achievement. Don’t you think it is time
to start truly winning. The choice is yours. negative thoughts. The truth is the ingestion you reclaim and reestablish your “winning
of negative thoughts is 100 times more beliefs” and personal power? I certainly
“The strongest principle of growth lies in damaging than spoiled food. Why? The do. If you agree and you are ready to stop
personal choice.” answer lies in the simple fact that human whining and start winning, then follow this
– George Eliot beings tend to replay negative thoughts over simple advice:
and over. In fact, this dangerous process is
Eliminating Negative Relationships akin to continually self-inflicting career- “I will make a list of all my positive
In my career I have noticed a trend that zaps ending wounds by choice. What about you? qualities and attributes. I will have this list
the knowledge, attitude, skills and habits Do you protect your mind as a sacred part embossed on a card that I will carry with
out of even the strongest human being. of your make-up? Do you intentionally me everyday. Anytime I have a moment
What is this trend? If you continually feed your mind positive messages as a of doubt or negativity, I will immediately
associate with negative people you are means of building emotional health and read the card as a means of reinforcing
going to fall victim to their way of life. To a winning attitude? If the answer is “no,” my beliefs. I will operate with a winning
associate with impossibility thinkers is to please follow this simple advice and reap attitude from today forward.
surrender by choice. I don’t believe in the the benefits: – Paul Cummings
“blame culture” we live in, so let me set you
straight before you blame the people you “ I will drink from good books everyday
associate with daily. It’s your fault. No one until I am intoxicated by the power of
can force you to associate with people who positive thinking. I will not allow negative
live their life in a negative manner. Why thoughts to course through my mind
Paul Cummings is president and CEO of
would you make the choice to associate uninterrupted. I will instead ingest positive Paul Cummings Enterprises. He can be
with half-hearted traveling companions quotes to enhance my attitude.” contacted at 866.865.3171, or by e-mail
on the way to your dreams? Why would – Paul Cummings at pcummings@autosuccessonline.com.
28
www.autosuccessonline.com

16. DalePollak SteveBrazill
sales&trainingsolution
sales&trainingsolution
YOU CAN’T GO BACK AND SMALLER PIECES,
YOU CAN’T STAND STILL BIGGER PROFITS
By the time you read what is occurring on Capitol Hill, represents dealers to reduce their inventories as Lifting small objects within a department, such as wholesale
this article, it will be the greatest immediate threat to the retail quickly as possible. The ideal position is usually easier than activities within the parts department or
2009 but due to printing deadlines, I am automobile dealer. This is because every would have been to have had no used lifting large ones. If you are struggling to the quick-lube segment of the service
writing this in mid-December. Without vehicle in stock after January 1 is prone to inventory on January 1 and, instead, a pile maintain profitability in current market department.
the knowledge of what Congressional unprecedented devaluation. As you read this of cash to buy fresh units at bargain prices. conditions, consider managing your
negotiators will decide, I nevertheless article, I believe that we will already be in To the extent that you are in a position to
organization in progressively smaller pieces. Because break-even analysis is about the
believe the events that will impact the the midst of the largest deflationary period buy vehicles in this deflationary market,
dealer community in 2009 will be as in the history of used cars. you are very fortunate. However, for relationship between a business unit’s
dependent on how well you manage your those vehicles currently owned, I would Common practice segments dealerships gross profit and its overhead, the results
own used car lots as on any decisions made advocate immediate disposition of aged into departments which can be managed provide an opportunity for proportional
on Capitol Hill.
“This is because units through a means that I call “whole- as profit centers: new vehicle sales, used response. For example, performing a
every vehicle in tailing.” This means utilizing traditional vehicle sales, service and parts. A simple simple break-even analysis of the parts
Right now, there are an unprecedented stock after January retail channels to sell vehicles at wholesale truth is that if each profit center produces department will provide two actionable
number of under-water vehicles awaiting 1 is prone to prices. Whatever losses are incurred with a profit every month — even if only one pieces of information. At one extreme, it
sale at the auctions. These supplies have unprecedented this strategy will pale in comparison with dollar — the dealership will never operate reveals the minimum level of gross profit
grown as a result of the unwillingness of devaluation.” the losses that will ensue should you wait. at a loss. In a store that is losing money, (and sales) necessary to cover a given level
their owners to let them go to the highest And, I take limited comfort in the hope getting each department to its break-even of overhead — at the other it reveals the
bidder because, for the most part, these that, because spring is right around the
point can be a stabilizing achievement. maximum level of overhead that can be
vehicles are owned by public companies. corner, values will bounce back. Under
These corporate sellers have held off the current economic conditions of large Profit centering can make it easier to sustained by a given level of gross profit.
selling in the hopes that the market might supply and weak consumer demand, I do see which activities in a dealership are Break-even can be achieved by moving
recover. As public companies, they are very not anticipate the usual spring wholesale producing profits and which are generating gross profit or overhead or both until
much concerned about their stock prices market uptick. At best, I expect that the losses. Problem areas tend to stand out balance is achieved.
and lender covenants. In other words, when deflationary spiral may begin to subside, more clearly and, because each department
they recognize the loss in their corporate but this is not sufficient justification for is smaller than the dealership at large, those When it comes to problem solving there is,
fleets, they could experience significant If, on January 1, you owned a 2008 hanging on with the hopes of having your problems can be easier to tackle. of course, a great distance between analysis
stock devaluation and, even worse, a Impala that was purchased 60 days earlier, investment cost gradually return. and execution, and the greater difficulty is
potential loss of credit. However, these after reconditioning you probably own Depending on the dealership, departments almost always in the execution. Discussing
companies are required to write down their it for around $13,500 to $14,000. I am If we keep a close watch on the auction
themselves can be segmented in smaller problems in a few hundred words does not
assets by the Securities and Exchange anticipating that this same vehicle may be values, we will begin to see this
Commission to the lower of cost or fair purchased right now for as little as $8,500 deflationary period leveling out. If we operating units. A new vehicle department do justice to the tasks required to ultimately
market value on a quarterly basis. As we to $9,000. This will be true for virtually could precisely predict this bottom, it might be segmented into “new car” and solve them. If analysis makes your efforts
are approaching the end of the quarter every used unit on a similar scale. As would be the moment to buy big. But, as “new truck,” “sales team A” and “sales more focused or improves the payback of
and year, this process will occur. Once the a result, by the time the majority of the none of us have a crystal ball, we need to team B” or even down to the level of each your initiatives, then it has served a purpose.
write-downs are taken, what do you think present supply has passed through the be highly focused on velocity, not Capitol salesperson as an operating unit. A service
these companies will do next? There should auction at unprecedented low values, many Hill, without exception. department might segment into “quick-lube It goes without saying that the accuracy
be little doubt that they will instruct the dealers will find themselves in short supply service,” “maintenance/light repair” and of your analysis cannot be better than
auctions to immediately turn these vehicles of cash and inventory that can not be Dale Pollak is an author and the chairman “heavy repair.” the accuracy of the data you put into it.
into much-needed cash. liquidated without creating insolvency. and founder of vAuto. He can be If your dealership accounting is sloppy
contacted at 866.867.9620, or by e-mail Segmenting a parts department into or manipulated, your ability to identify
I believe that this phenomenon, rather than In anticipation of this problem, I encourage at dpollak@autosuccessonline.com.
“warranty/internal,” “wholesale” and problems and execute solutions is
“counter retail operations” might reveal that compromised. Insist that expenses and
the department’s wholesale business fails revenue go into the correct accounts and
to cover its direct costs. Drilling deeper they be posted into the months in which
might reveal that certain types of wholesale they really occurred. Take advantage of the
customers are profitable but others are not. start of a new year to get your accounting
Drilling down an additional layer might right — then keep it that way.
demonstrate which specific customers are
profitable to serve and which are not.
Department managers should be intimately
familiar with the break-even points of their
own departments. Dealers and general Steve Brazill is the chair of automotive
marketing for Northwood University,
managers should understand the break-even Texas Campus. He can be contacted at
dynamics of every department. Break-even 866.861.1515, or by e-mail at
analysis can also be applied to segments sbrazill@autosuccessonline.com.
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www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional

17. RonAlexander
sales&trainingsolution
RIGHT SIZE, RIGHT NOW
As we all know, Wal-Mart? No. They closely monitor each — 65 percent of all pre-owned cars sell
there is a significant piece of inventory and measure its sales within the first 27 days. It’s the rest that are
issue with our business. Sales, as well as velocity. They know what each square foot cancer. Salespeople form opinions about
profits, are down nationally. Some stores, of space is selling and how fast. They know aging stock, and we would be foolish not
though, are doing quite well. They are very how long that can has been there and how to consider their mindset. How much do
profitable. But how? long until it sells. They don’t carry soup you really know about them? Are you
that doesn’t sell. They measure every aspect solely relying on logs and/or CRM data?
I recently had a conversation with a dealer of the sale of that 87-cent can of soup. That information really isn’t 100 percent
that brought this problem to light. That reliable, is it? How can you make sound
day, he had let go some key management Now, some of us use tools to measure choices without sound facts?
— people that had been with him for years. trends and market values. But nearly none
To me, it was sad to see this previously of us actually measure lot activity day by Successful dealers are paying close
successful dealer nearly in tears because day on existing inventory. Our current attention to what sells, how fast, and what
of the state of his business. He said, “You levels of vehicle management processes are the salespeople are really doing on the lot.
know, I’ve been in business for 30 years, lacking important data. Let’s go back to our They aren’t stocking vehicles that don’t
but I just realized it had been one year 60-day-old car. If we could have measured prove to be something that has velocity on
repeated 30 times.” its individual activity data early on, could their lot. Because a car is “cool looking”
we have made a choice then? No opens on isn’t a good reason to carry it. That cash it
In this time, we need to operate smarter day 19, no demos on day 27 — what would took to invest in that car could be used to
than ever. This is when stuff like turn rates you do? “But wait,” you say, “what about invest in a quick-selling car or two. These
and service absorption separates the men my ‘small profit’ and customer I gained?” dealers have increased their turn rates from
from the boys, so to speak. five to six times a year to 12 to 15. They
Well, first, you lost money. Second, the car are selling 100 with 80 in stock. It’s very
Let’s take a look at how we view our pre- probably sold because of the spiff. Third, possible to do.
owned inventory. Most dealers look at a with a proper turn rate you, would have
car, trade or otherwise, and form an opinion gained two customers, and really profited. Yes, it was tough medicine to take at first,
on their gut. Yes, we use different books Figure your daily holding costs per vehicle: but they quickly recovered the initial loss.
and such to recommend an investment the average daily holding cost is $43 a They mitigated that loss however they
level. We deduct for things, sometimes day per unit. You lost nearly $2,600 in just could. There are many creative ways to
because a book tells us to, and sometimes holding costs, plus a $500 spiff. spread out the pain, and it’s got to be done.
because our gut does. But, in the end, that You might need to be a look at pay plans
is the extent our pre-planned exit strategy. This is one of the areas where we are and what motivates managers.
missing it. Look back at your sales records.
Now, it’s a depreciating asset, and you own How many times is this decision made per I think we can all agree that aging inventory
it. What now? Well, it goes to service for year? If you are like most dealers, there is is a big issue. Working towards a plan to
a week for repairs and heads to be sold a huge profit leak sitting right in front of keep it from happening can’t hurt, especially
on the pre-owned lot. There it sits. Before you. It comes from not knowing critical in this volatile marketplace. Times like these
you know it the vehicle is 45 days old and information when you need to know it. By require new ways of thinking. Get your
showing up on your “hot sheet.” Then it’s holding each vehicle accountable for its people the tools they need to be successful.
60 days old, and you spiff it. You have to share of the daily holding cost, it’s clear Implement processes and procedures that
because if you take it to the auction, you that a process change is in order. While move you towards a quicker turn rate. Don’t
will lose money, right? Even if you sell occupying a spot on the shelf, each can of rely on logs and CRM data; find a way to
it for a small margin, you feel you have soup holds a responsibility to the store’s “inspect what you expect,” daily and “right
won. You made a small profit and gained net profit. Having this data is priceless; size” your inventory.
a customer, right? We have been thinking it can help with all sorts of issues from
that way for years. Frankly, it’s not a solid advertising to training. Ron Alexander is a sales director for
business choice. intelliLot. He can be contacted at
Besides, we all know a new broom sweeps 866.618.8455, or by e-mail at
Ever see dust on the top of a can of soup at clean. That fresh unit gets all the play ralexander@autosuccessonline.com.
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NADA Booth #5247
www.autosuccessonline.com

18. JohnDobrick
sales&trainingsolution
WHY DO SALESPEOPLE
TAKE SHORTCUTS?
So, why do your These “baby-steps” do not have to alter • A review of equipment will lend
salespeople take your process — in fact, they should require credibility to your price. In other
shortcuts? In the midst of this “softer very little change to your current process; words, it is the equipment level that
sales cycle,” it never ceases to amaze me but when these “baby-steps” are performed your prospect has chosen that has
how a salesperson will wait for an “up” each and every time, familiarity is created, ultimately established the price.
for the better part of a day and when they and this familiarity breeds a confident • A review of equipment provides
finally get in front of a prospect, they rush salesperson. This new-found confidence a strong reference point for the
through the process and take every possible will have a huge positive impact on both negotiation process.
shortcut, only to finish — without closing the likelihood of making the sale and
the deal — so they can sit around, and wait making a fair gross profit. Here is how that may look: Give the
for the next prospect so they can hurry prospect a complete “reminder” of the
through the entire process all over again. Here’s an example, and the irony with equipment, highlighting some of the
this example is that it was taught to each features and benefits as it pertains to their
Salespeople take shortcuts because they of your salespeople when they first got specific wants and needs. Next, transition
lack the confidence to correctly follow your into this business. In fact, you may even to the numbers by saying something like
process, or your process is lacking the steps be of the opinion that this “baby-step” this: “Mr. and Mrs. Customer, based on
your salespeople need to build confidence is currently being executed by your the equipment level you have chosen,
with the prospect. Either way, it’s an easy salespeople on a regular basis — my the manufacturers selling price is…,” or
fix. If your team is completely confident experience tells me otherwise. “Mr. and Mrs. Customer, based on the
with each step of your “road to a sale,” equipment level you have chosen, the red
they will want to do your process. When
This “baby-step” is utilized when the tag sale price is….”
salespeople are completely confident, they
anxiety levels of both the prospect and
perform at higher levels because prospects
your salesperson are at their highest point: Note: Who or what just determined the
recognize confidence, and in turn your
the presentation of the numbers. Over price of the automobile? How much more
prospect will want to do business with a
confident salesperson. Your process should the years I have observed many “unique” credible is that than the typical, “OK,
allow your team incremental opportunities versions of the presentation of numbers here’s where we are at — my manager said
to build confidence; without confidence, and these presentations include fewer you can buy the car for…” ?
your team will assuredly take the “path and fewer occasions of the salesperson’s
of least resistance” and take shortcuts review of equipment prior to any I am completely confident that this one
throughout the process. discussion of numbers. “baby-step” will affect the confidence of
your sales team. Imagine the results that
Look at it this way: What if you personally And yet, if you were to ask your would be attainable with these “baby-
had the time to meet and greet every single salespeople as to why this is an important steps” or “tweaks” throughout your entire
prospect that walked into your dealership? step, assuredly they will tell you “we process; from sales, to sales management to
What if you handled each and every review the equipment to build value.” your F&I department. It is time to “fine-
prospect from the start to the finish? What A salesperson understands that building tune” your processes, and build a more
level of success would you be experiencing value is one of the benefits of reviewing confident team.
in this softer sales cycle? It is your the equipment, and yet it is presently
complete understanding and knowledge of being executed less than 100 percent E-mail John at the address below to
the situation that conveys confidence and it of the time. In fact, if you were to do a find out more about John’s “20 Biggest
is this confidence that makes success much deal audit of your last 25 deliveries, you Secrets.”
more likely. will almost certainly be astonished by
the inconsistency of this step. There are
So the obvious question becomes: “What several positive occurrences as we do a
is the fix? How do I build a more confident review of the equipment: John Dobrick is the president of Focus
sales team?” The answer: Give your sales • A review of equipment reminds the Growth. He can be contacted at
team a couple of “baby-steps” that must be prospect of all the value that is received, 866.490.5672, or by e-mail at
completed with each and every prospect. in exchange for the dollars spent. jdobrick@autosuccessonline.com.
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www.autosuccessonline.com

19. JohnBrentlinger
leadershipsolution
THE FOOLISHNESS
IS OVER
Did anyone ever think doing and do the exact opposite. How Get rid of the spirit of competition; fire
that we would see the much longer do you think you can keep every manager and salesperson who is
CEO’s of the Big Three united in a cause lowering prices? not happy unless they are beating the rest
which ultimately will help them all? The of your employees and customers out of
spirit of cooperation is genuine, the need Do you actually think that selling the most something. Selfishness and greed is killing
is great and, ultimately, I think they’re on vehicles for the least money has any merit in the car business. Don’t be a casualty.
to something. Cooperation is better than any industry? “I want to be No. 1?” Haven’t
competition — more about that in a moment. we matured enough to stop wanting to be 3. Get a Life
the biggest, the baddest and the best? For There is more to life than the car business.
Forget for a moment that CEOs Waggoner, Pete’s sake, get a strategy. Want particulars? You don’t have to be open 24/7 to make a
Nardelli and Mulally represent three Here are some, in order of importance: living. OK, business is slow. The showroom
companies that built an enduring model • Honesty — with yourself, with your ain’t got traffic, customers aren’t loyal,
for every industry in America. Forget for managers, with your salespeople, with salespeople keep turning over. Something
a moment that these three represent the your customers — in that order. That is going on across the country, around the
greatest working class in the world who go alone will increase sales. world. So, since things are slow, get a life.
about their work every day, sick or well, in • Commitment — to your spouse, to Let your employees have a life too. Are you
good times and bad, and who don’t have your children, to your managers, to daffy enough to think that making everyone
the time or inclination to complain about your salespeople, to your customers spend more time at work is going to solve
it. And now, having provided the jobs, — in that order. this global problem?
the creativity, and the vision for an entire • Teach salespeople to sell and pay
country of entrepreneurs for one hundred them for doing it — Everyone else If you’re going to keep working your best
years, these captains of industry were thinks salespeople are a dime a dozen. people to death, why not hire a divorce
disrespected, mocked and interrogated like They are not. Train them so they can lawyer in house? That way, your people who
they were a bunch of common criminals. reach their full potential, then leave never see their wives or kids anymore could
them alone to sell all those vehicles get the legal stuff done while they work.
And by whom? By a torn and dirty gunny on your lot. Everyone else is taking so
sack full of politicians who have for the Things are slow? Fine, go to a five-day work
much margin out that they can’t pay the week like the rest of the sane world. Guess
last 30 years done all they can to eliminate salespeople. Then they wonder why the
the working class, and the companies for what? No more scheduling problems. Are
salespeople won’t sell. you so afraid of missing a sale that you’re
which the great American working class • Make selling at a profit the
has given their entire lives. These fat cats in willing to sacrifice the families of your
foundation of your business — Stop people to “sell one more car?” Know what?
Washington have driven this country into a the stupid nonsense about volume.
debt in the last 30 years, so many billions of If your dealership was fun enough, low
You’ll never make it up in volume. pressure enough, your people kind enough
times greater than Ford, Chrysler and GM Volume is vanity; profit is sanity.
that it makes no sense to compare the two. to the customer, and your reputation as good
Plainer yet, volume is stupid, selfish, as you think it is, your customers would
In 2009, there is no room for any more petty greed. Profit is honest, keeps you remain loyal. They don’t come back because
foolishness. It is time to get seriously in business and allows your people and they don’t feel welcome at your dealership.
down to work. Here are three suggestions/ other local dealers to make an honest It’s not the price, it’s not economy and it’s
resolutions for the New Year: living. not the president — it is how you treat your
2. Get a Brain people and how they treat their customers.
1. Get a Strategy
What we have been doing is not Take a lesson from the big three. Go to I know that this does not apply to everyone.
working. Sales are down at most the next new car dealer meeting and get to But I also know that it applies to enough
dealerships, margins are squeezed and know each other. Be honest with each other. dealerships, so if the shoe fits, might want
market share is so-o-o yesterday. If you’re Learn what your second grade teacher tried to try it on. And I know that this may not
still going after market share this year to pound into your thick skull, learn to get be the most popular advice, but I have seen
— you know, stealing from other local along. We sit here in America and bemoan enough that it is time that someone says it.
dealers — you’re just plain nuts. all the wars and fighting in the world
— and then we try to bankrupt anyone who By the way: Training is not just for
How do you think your local market is sells another brand. Get a brain — stop salespeople. Why not try dealer training for
going to be a better place if you run another competing, start cooperating. There is the next 90 days? Then try manager training
dealer in town out of business? Are you so enough for everyone. for the next 90. After you do that, then, work
greedy that you can’t stand to see another on the salespeople.
vehicle in town with another dealer’s name How in the world do you expect the
on it? Has the green eyed monster got you community to take you seriously, and
so bad that you lose sleep if another dealer take the car business seriously, and take John Brentlinger is a sales and
has a good month? Why? Get a strategy. your people seriously if all you do is try to management trainer, executive coach
discount everything, beat the heck out of and author. He can be contacted
Stop doing what everyone else is doing. each other, and give a car away before you at 866.859.6504, or by e-mail at
36
Better yet, look at what everyone else is let another dealer get a fair sale? jbrentlinger@autosuccessonline.com.
www.autosuccessonline.com

21. MattBaker
sales&trainingsolution
CONSIDERING
GOINGWhat That Looks Like
Let’s Talk About
DARK?
Who isn’t feeling the people, who are our greatest asset. While By keeping them busy, your sales staff will
pain these days? This your dealership may have made the decision feel no need to resort to desperate selling.
past year has been tough; there’s no doubt. to go “dark,” there is most likely someone In result, the sales person (and the dealer)
As a result, many dealers have been faced down the street who has continued to can turn inventory at a faster rate and for a
with the need to make difficult decisions promote in some fashion, creating more higher gross per unit. •Increase sales by 30%
based on their current situation. However, hype, more energy and, in turn, more •Increase ad response
when making these decisions, many are sales. At this stage, a loss of energy and Obviously, the more cars going out the
•Generate Excitement
having trouble thinking beyond the present momentum on the sales floor translates to a door at a higher gross means an increase in
and acknowledging the effects of their loss of pay for your top guys. We know the dealership profitability, but take a second to •Exclusive Territories
decisions down the road. best sales people don’t work for free, so they consider the effects of this momentum on •User friendly
will find someone else with something to the dealership staff. The best sales people
Over the past few months, I have spoken offer them that will satisfy their needs. work for the best pay, and the best pay comes
with a number of dealers about what they from the employers whom are dedicated to
foresee for themselves and their dealerships Without your greatest assets, “hope” does creating an exciting selling environment. The Dealer Cost
in the coming year. While some shared their not become much of a strategy. With few energy and enthusiasm generated from strong
optimism, many admitted their hesitations
and told me of their hope to wade out
the storm by going “black” with their
advertising dollars.
customers streaming in to buy, inventory
continuing to age, and with no good sales
people to support the sales process, there is
little to be optimistic about. Unfortunately
traffic and increased profitability creates a
confident and energized sales staff that is
driven by performance. In addition, your
$
159
dealership will begin to attract the attention
for many, this loss of hope signifies a closely of other top sales people and managers
In theory, severely cutting back on approaching dead end. Whether the dead
advertising expenses seems sensible when around your region whom may be stuck in
end signifies the close of the business or a a less-enthusiastic environment. This gives
times are tough. This decision, however, complex restructuring, neither option can
often harbors unforeseen consequences. A the dealer the pick of the litter when it comes
really be classified as an optimal outcome. to creating a strong sales force and building
drastic cut in advertising means a drastic
cut in traffic. With nothing established to However, the road doesn’t have to end like upon his or her greatest asset. In the end, an
drive new or repeat business, we enter into this. For some, this may be hard to believe, increasingly profitable bottom line combined
a downward spiral of dismal returns, lack but not every dealer has accepted “hope” as with a strong and productive sales force will
of sales and decreased market share. While a strategy. So what does that mean for them? create security amongst the dealership and
declines such as these may be assumed,
don’t be fooled. The buck doesn’t stop here.
Actually, these are just a few of the warning
It means an opportunity to seize available
market share while their competitors sit
patiently on the sidelines.
keep everyone happy across the board.
While there may be no good answer to
3 Day Las Vegas Getaway
what the future has in store, just remember
signs preparing us for the painful path
ahead.
While zero advertising doesn’t necessarily
With a drop in advertising by competitive
dealers who have chosen to go “dark,” those
dealers who have stayed loyal to the power
that you are the writer of your own legacy.
Consider the underlying outcomes of
drastic cuts. While they may solve short-
for two (including air)
mean zero customers, it can mean an of advertising are automatically gaining term goals, there is a good chance that
increased pressure to sell what you can to a stronger share of voice. Think of it like these decisions are just creating more
whomever you can. This pressure opens this: If 100 people are in a room and each is complex problems down the road. Consider
the door to the dangers of desperate selling talking, it is hard to decipher one message all options and their effects before deciding
and will result in lowered grosses across the over all of the others. Yet when there are 100 that going “black” is the right thing to do.
board. In addition, decreasing sales often people in a room and only one of them is After all, who wouldn’t want to make the
means an increase in aged inventory and talking, you can hear that person’s message right decision (and hopefully some profit)
huge losses at the auction. When combined, loud and clear. in the end?
these characteristics create a formula for a
steadily declining bottom line. As the dealers advertising voice gets
stronger, so does their market share. This
It doesn’t stop there. As profitability steady or increasing momentum helps to Matt Baker is the vice president of sales
continues to drop, there is little to fuel keep the sales staff focused on proven for G&A Marketing. He can be contacted
energy and excitement on the sales floor. sales techniques versus spending their time at 866.618.8248, or by e-mail at CRUISE CANCUN LAS VEGAS
Without this, we risk losing our top sales concentrating on the economic downfalls. mbaker@autosuccessonline.com.
Point of sales and marketing material
FREE on your 1st order!
Call for your free information package:
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1 877 993 6835
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22. Dr. JohnC.Maxwell
sales&trainingsolution
Wildcat players dumped Gatorade on Shocked and silent, the Kentucky fans were
their coach to celebrate the win. Kentucky left to stare at their soggy coach as the LSU
students poured out of the stands and Tiger players celebrated their stunning,
FINDING JOY
waited to charge onto the field after the last-second victory.
final whistle.
In closing, happiness doesn’t always find
Then, the LSU quarterback lofted the us, we have to pursue it.
football as far as he could throw it. The
The pursuit of improve and grow. However, we find joy clients will often discover a predominant ball bounced off the fingertips of a mob
happiness. It’s one of by being comfortable in our own skin. theme that has brought them fulfillment. By John C. Maxwell is an internationally
of players, and landed in the waiting recognized leadership expert, speaker
our unalienable rights spelled out in The Happiness comes when we learn to take re-aligning with what has brought meaning arms of an LSU receiver who raced to the and author. To learn more about or
Declaration of Independence, but what pride in our talents and to smile at our in the past, Williams feels her clients put end zone! LSU had won the game on a to contact him, please visit
does it mean to pursue happiness? When quirks. themselves on track toward the pursuit of desperation pass! www.johnmaxwell.com.
so many of us are unhappy and empty, how happiness.
can we find joy? We have an inner drive to do something —
a restlessness to make something happen. If we don’t nourish ourselves, joy will
We must learn to reconcile the ambition At the same time, joy is discovered in the elude us. “We won’t fully
to do with a willingness to be. peaceful quiet of a soul at rest. Alongside
our restlessness for change, we have a need We nourish ourselves whenever we experience joy
As agents change, leaders sense all is not
well in the world. We see problems and
for relaxation and recreation. enter into activities that build our energy
reserves. Consider this list of common until we’ve
search for solutions. Yet, if we only focus
only on what is wrong, we miss the joy
We won’t fully experience joy until we’ve
answered life’s biggest question: Why am
nourishment sources:
• Music — What songs lift me?
answered life’s
of the blessings in our lives — family,
friendship, health and freedom. We have
I here? • Thoughts — What thoughts speak to
me?
biggest question:
to offset our discontent with the status quo
by finding contentment in the life we have
Without a life purpose, we flounder
around without direction or joy. Life coach
• Experiences — What experiences
rejuvenate me?
Why am I here?”
been given. SuEllen Williams encourages clients • Friends — What people encourage me?
to write out their life story in five-year • Recreation — What recreation re- strengthen me?
As leaders at our dealerships, we are lean increments, noting life-altering events and creates me? • Hopes — What dreams inspire me?
and hungry, looking for opportunities to influential people. During the exercise, • Soul — What spiritual exercises • Home — What family members care
for me?
• Giftedness — What gifts activate me?
• Memories — What memories make me
smile?
To find joy, we must clean up our
vocabulary.
We pursue happiness when we banish the
“shoulda, coulda, wouldas” in life and
decide that everything is fine the way
it is. To reconstruct our vocabulary, it’s
important to understand the difference
between facts of life and problems. A fact
of life is something we cannot change,
but we can adjust our attitude about it.
A problem is something we can change,
and becomes possible when we take
responsibility to fix it.
To discover joy, it’s important to celebrate
success.
Timing is critical to celebration. Be sure to
celebrate after the fact, and not before the
job is done.
The Kentucky Wildcat football team
learned this lesson the hard way. In 2002,
the Wildcats led the heavily favored
Louisiana State Tigers 30-27 with two
seconds left to play. The Tigers had the
ball, but they were 75 yards away from
43
the end zone — an impossible distance to
42
cover in one play.
www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional

24. AUTOMOBILE
PROTECTION
PROGRAMS
In today’s competitive and ever-changing automotive
market, car-care professionals, dealerships, and repair
facilities face a wide range of challenges.
Improving customer satisfaction, increasing profita-
bility and customer retention are only a few of the
daily challenges.
Protex is committed to helping its customers overcome
such challenges by offering its expertise and unique,
customized programs and services that can benefit
every department within a dealership or repair facility.
DEALERS, DISTRIBUTORS AND AGENTS
WANTED
PLEASE CONTACT
Charles Carney
206-409-7474
or
Marc Schiller
418-933-2203

25. Don’t be a stranger
Your customers move. By having current data in your
They change phone numbers.
DMS system you will be reaching
customers with every marketing
They change email addresses. campaign you initiate... distancing
yourself from your competition.
They should still be your customers. That means more profit potential for
Is your message reaching them? every department in your dealership.
DMS Update automatically insures all of the information in your 1-866-702-1566
DMS system (such as ADP or R&R) is current, accurate, and in
compliance with the latest government regulations. www.dmsupdate.com DMS UPDATE