This document summarizes key events and vendor booths at the 2005 NADA (National Automobile Dealers Association) conference. It discusses the success several vendors experienced in promoting their products and services to automobile dealers, including BZ Results demonstrating their digital marketing tools, J&L Marketing promoting their growth strategy program, Dealix highlighting online sales workshops, Autobase featuring their CRM software, ProResponse receiving positive feedback from existing clients, and American Auto Exchange introducing new products.

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2. • BZ Results • J&L Marketing
A record breaking number of Dealers stepped up to the BZ booth for a “Free J&L Marketing’s booth at NADA 2005 in New Orleans was overßowing with
Virtual Test Drive” and a quick demo of the system that is helping dealers dealers making the decision that the J&L Growth Strategy was the right
sell 80 to 700 additional units each month. Many dealers left the booth with a marketing direction for their dealership. By investing just a few minutes of
free eCRM business plan and tickets to the Superbowl. Others came to the their time, dealers across the country were introduced to a Growth Strategy
booth asking why 8 of the Top 10 eDealers for 2005 use BZ Results and what that increased their customer base, increased the average dollar amount
the secret to their success is. Dealers were excited to learn more about the each customer spends, and increased the frequency that their customers
technology and training that is helping dealers like UAG, Herb Chambers, bought from them. The big difference between what everyone else is selling,
Red McCombs, Sheehy, Courtesy Chevrolet, Paragon and Tasca Þnd more and what J&L Marketing was offering is that the Growth Strategy is not just a
quality trafÞc, sell more cars and keep a higher percentage of their customers one time sales promotion. It is an ongoing advertising approach that includes
loyal to sales and service. The BZ Results team answered questions about weekly advertising strategies as well as high impact sales promotions. The
the new ad tracking tool and virtual phone manager to show how these tools secret is how they work together, taking advantage of marketing leverage.
can be incorporated into a dealer’s current advertising strategy to increase They offered case studies of Johnson City Honda, a dealership that followed
trafÞc and lower cost per sale. When asked what’s most important to them, the Growth Strategy precisely, and showed how, in the dealership’s Þrst four
many dealers talked about Þnding an alternative to the increasing costs and months of following the strategy alone, they increased sales by 85 units per
decreasing returns of traditional advertising mediums. These dealers are month (that is a 75% increase), and increased the gross average by $1,300
signing with BZ Results to not only sell more cars, but also to lower costs per unit sold. It is this highly strategic planning and incredible results that has
and bolster the return on their advertising investment. After all, with less than set J&L Marketing apart for 14 years.
30% of today’s shoppers referring to traditional advertising mediums (TV,
radio, outdoor and print) and almost 80% preferring to use the Internet to do
their automotive research, it’s just good sense to make the move to digital
marketing and start Þshing where the Þsh are.
• Dealix • Autobase
At NADA this year, some of the most popular workshops focused on helping Vendors to the automobile industry had tremendous success at this years’
dealers hone their Internet sales skills. Two in particular, “Increasing Your NADA convention. Autobase, Inc. was one such company. Attributing
Pre-Owned ProÞts,” presented by Kevin Root of The Cobalt Group, Inc., and their success to a strong team with a strong product suite, the Autobase
“The Roadmap to Internet Sales and ProÞts,” presented by David Kain of Kain representatives not only exceeded their goals, but also surpassed previous
Automotive and Dean Evans of Dealix Corporation, drew standing room only show sales signiÞcantly. Autobase, Inc. left New Orleans extremely pleased
crowds, even on Monday, a traditionally slower day for NADA workshops. “The with the rollout of Autobase Sales Center 6.0, their award winning CRM
popularity of these workshops underscores the fact that dealers are no longer application. Additionally, they were very pleased with the phenomenal
wondering if they should tap into the Internet sales channel, but how they response to their new offering for business development centers, the
can do it better,” said David Kain. Both workshops offered tactical strategies Autobase Loyalty Center. Beyond these, Autobase once again featured their
for everything from marketing speciÞc vehicles online better, including taking CRM Enhancements, which allow a dealer to tailor-Þt the CRM application
proper photographs; to scheduling email campaigns and types of templates to his unique and speciÞc needs. As in past years, CRM once again was a
to use; to measuring lead provider, Web site, and ISM performance. Adding to special focus for auto dealers at the NADA convention. Autobase, Inc. claims
the tactical advice from Root, Kain, and Evans (all of whom are auto industry that CRM is a critical component in the successful operation of any business,
veterans in their own right), were lively post-presentation discussions with particularly an automotive dealership. As customer expectations for services
dealers in the audience, who shared war stories on how they’ve used the and quality continue to increase, it is critical for a dealership to monitor and
Internet to boost sales and proÞts. Attendees ranged from dealers who have manage expectations while looking for additional revenue opportunities.
been selling cars via the Internet since 1995 (the birth of the automotive Among a growing competition, Autobase, Inc. continues to achieve record
Internet) to dealers who were still testing the waters before scaling back on breaking sales because of their simple strategy, employed since the company
their newspaper budgets. began in 1988: to produce feature-rich, purpose-driven solutions that are built
on the fundamentals of the industry’s time-tested selling process.
• ProResponse • American Auto Exchange
NADA 2005 was the most eventful show for ProResponse since they began The NADA Conference in New Orleans, LA was a huge success for Þrst
attending in 1998. In addition to seriously interested Þrst time visitors, they time exhibitor American Auto Exchange, Inc. (aaXchangeTM). aaXchangeTM,
were humbled by the amount of dealers and managers coming by that were a three year old company, has evolved this year to offer many new products
escorted by current ProResponse clients. ProResponse has always prided to dealers. The response received from many dealers attending NADA was
itself in delivering what the dealer wants, not what the vendor thinks they exciting and positive. aaXchangeTM gave presentations on their signature
want. Their dedication to customer service seems to have netted them a lot Vehicle Management System (VMS) to dealers representing over 1200
of referrals showing up at their booth. Interest ranged from ProResponse’s dealerships, while introducing the latest applications of abX, DealerBasics,
sales and service CRM solutions to their sister company, InTouch Marketing’s New Car Modeling and the newly announced SmartLaunchTM, integrated
Precision programs which uses data mining to determine speciÞc customers intelligence based on eBay market data. “We are pleased with the response
and prospects and then market to them using the latest in variable data print Dealers directed to all of our new products, especially our signature VMS
and e-mail campaigns. They have strategic alliances with Who’s Calling, Call System. aaXchangeTM is introducing new and exciting applications, which
Source, Call Bright, Call Command and others. This cooperation results in will help dealers revolutionize the way they operate their business”, said
increased sales and decreased advertising costs because every phone and Bruce Thompson, Chief Executive OfÞcer of American Auto Exchange, Inc.
ßoor opportunity is addressed every day. The show proved to be an excellent “It was thrilling to watch our company’s projected sales goal surpassed during
opportunity for ProResponse to strengthen already existing relationships with NADA”. American Auto Exchange, Inc., headquartered in Dallas, TX, provides
Chrysler’s 5 Star Team and General Motors. GM will rollout their new CRM technology solutions for new and used vehicle inventory management.
(Dealer World) which will interact with ProResponse’s systems to provide aaXchangeTM was founded by industry veterans, knowledgeable about every
marketing opportunities and information sharing to GM Dealers. Many visitors aspect of the day-to-day operation of a dealership. Technology-based and
were interested in ProResponse’s Spanish Services. They are the only innovation-driven, aaXchangeTM is distinguished for its customer-focused
CRM tool that can provide consistent follow-up and target marketing to the approach. With over 1,500 franchise dealerships in the used vehicle space,
Hispanic market. Canadian Dealers were surprised to Þnd that their services aaXchangeTM continues to lead the inventory management space with
are available in French also. ProResponse has continued to grow each year innovative features. aaXchangeTM is earning their reputation, one dealer at a
and this NADA Show has 2005 looking like the best year ever. time and is building a rapidly growing customer base throughout the nation.

3. TOP 10 BEST OF THE BEST
P BE
NADA 200
N
ADA 2005 E W O R L E A N S
• TimeHighway.com • The Joe Verde Group
TrafÞc at the TimeHighway.com booth was brisk and interest in this on-line Wow, what another great convention. Lots of people, lots of excitement and
service scheduling solution was high. Many dealers indicated their current lots of potential uncovered in the workshops, especially those presented by
solution – a “request for appointment” - was ineffective, as the customer the Joe Verde Group. Joe Verde and one of his trainers, Sean Gardner, held
still didn’t have a conÞrmed appointment until someone at the dealership a total of eight action packed workshops again this year. Joe is known as the
responded to them either via email or telephone. They were interested in guru of Sales and Sales Management and has spoken at the Convention
the fact that TimeHighway.com drives trafÞc to their Web site and reduces almost every year since 1990. As usual, Joe was talking about the potential
in-bound telephone calls. Dealers also seem to be recognizing that taking this business really offers anyone serious about growing each year. His
telephone calls for service appointments is not the most effective use of their workshop focused on whether a dealership is Market Driven or Management
service advisors’ time. They were very interested in the fact that not only does Driven and on the tremendous difference in returns in sales and proÞts. And
TimeHighway.com allow their customers to visit their Web site and make a most important, he reminded everyone they aren’t really competing with the
conÞrmed service appointment, but it also “load balances” their service bays other dealerships in their community ... only with the Management Skills
and increases their service department efÞciency and revenue. Because of the and direction at the other dealerships in town. Joe keeps everything simple
ability to load their services, service duration and service depth, it simpliÞes and logical ... that plus his enthusiasm and the fact that he’s grown his own
the appointment process to the point that anyone at the dealership can take business for 20 years straight, makes everyone realize the true potential they
the incoming call and book the service appointment for the customer. Also of have in their own lives and in their dealerships. Sean’s class was one of
interest was the fact that the customer automatically receives a conÞrmation the most inspiring classes that connected directly with what Joe was talking
email, a courtesy reminder email and a completion CSI email. This relieves about, too. His focus was on Listening ... to customers, to your employees
someone at the dealership from having to make these telephone calls. and especially in the selling process to cause more of those sales to happen
in your dealership. These two trainers are deÞnitely at the top of this game
and if you missed either of their programs, you can order their video tapes
directly from NADA by calling 800.241.7785.
• Ultimate Warranty Corp. • The WolÞngton Group
The Ultimate Warranty team kicked off the show by unveiling a brand new The WolÞngton Group took a different turn this year at the NADA show. Instead
exhibit and a brand new look. Covering 900 square feet of space and towering of having the same old marketing booth, they decided to have a hospitality
16 feet over the convention ßoor, the exhibit made a dramatic statement about area where their current clients and business partners could come and relax.
the company and its success. The company showed dealers one road to Being a relatively small Þrm with just over 100 employees headquartered in
proÞtability, compliance, and customer satisfaction in F&I. Not an easy task Augusta, Maine, they experienced incredible growth in the calendar year of
by any means, but Ultimate Warranty is proving through its clients that is has 2004. This growth has been fueled by the support and accolades they have
a solution. Adding to its already productive presence at the show, Ultimate received from their present dealers, as well as referrals from 20 groups. With
Warranty Corp. announced their new strategic technology partnership with limited dates available even for existing dealers, the decision was made to
NAT, Inc. Among other projects in the works, Ultimate Warranty incorporated provide a “hospitality” booth as opposed to a “marketing” booth this year. As it
the NAT “best of breed” menu selling application into its product portfolio. With turns out, the decision was a wise and valuable one. The business had grown
features like automated vehicle qualiÞcation and rating, forward/backward and expanded so quickly in 2004 that they had not had the opportunity to
DMS integration, and guidelines for regulatory compliance, the system is really get to know many of their new dealers across the country. New Orleans
unsurpassed. Demonstrating the power of this new menu selling application, provided the venue to meet face to face with the Dealer Principles who have
Ultimate Warranty received some great feedback. Dealers were impressed with been so instrumental in the growth of The WolÞngton Group. Sometimes, in
the level of functionality and resources supporting the menu system. The system this full throttle environment it is easily forgotten how important it is to say
proved to be the most powerful menu software on the show ßoor. Dealers were “Thanks for another great year!” NADA New Orleans provided just what the
further enticed when they learned that Ultimate Warranty would provide this doctor ordered. Harry WolÞngton, President, summed up his approval with
useful technology to each of its clients at no extra cost. Ultimate Warranty New Orleans “The WolÞngton Group anticipates another pleasant surprise
showed the world that it is building a new breed of service contract providers. in Orlando.”
By leveraging strategic partners and utilizing competitive advantages, Ultimate
Warranty is redeÞning what it means to service a client. Ultimate appears to
have its goal of being a total solution provider well at hand.

5. The NIADA.TV Television Network has responded to popular demand
and is now featuring LIVE PROGRAMS and LIVE SPECIAL EVENTS!
• Over the next several months, you won’t want to miss any of these great programs, so mark your calendars and stay tuned to NIADA.TV.
• Live programs and Live Special Events will also be rebroadcast several times before becoming regular programs on the Education
Channel or placed on the Member Channel.
• Live events are free to members, subscribers, and to anyone within the industry who logs onto the network at www.niada.tv during
live broadcast times.
WEDNESDAY, MARCH 9TH 2-4 pm Eastern Standard Time (EST)
“The F&I Department: Products, Practices, Paperwork”
NIADA General Counsel Keith Whann shows you some common F&I Department mistakes that could cost you a bundle, or worse,
land you in court. Taped before a live audience in Kansas City, this seminar will give you helpful tips and one of a kind insight into how
to avoid some of the biggest mistakes in the F&I Department.
Rebroadcast on March 15th and 19th beginning at 9am Eastern Standard Time (EST) for 24 hours
THURSDAY, APRIL 21ST 2-4 pm Eastern Standard Time (EST)
“Legal and Regulatory Issues Facing Dealers Today”
An open forum broadcast before a live studio audience of dealers in Columbus, Ohio. Hosted by Keith Whann and facilitated by
Michael York, NIADA.TV’s Chief News Correspondent, this program will focus on various legal and regulatory topics and issues facing the
automobile industry. Tune in to hear Whann’s analysis and answers to some of the biggest legal questions facing automobile dealers today!
Rebroadcast on April 23rd and 26th beginning at 9am Eastern Standard Time (EST) for 24 hours
WEDNESDAY, JUNE 8TH 1-4 pm Eastern Daylight Time (EDT)
“2005 NIADA Convention General Session”
If you are unable to attend the Convention, this is your chance to see the opening session of NIADA’s 59th Annual Convention and
Expo, broadcast live from the Westin Peachtree Plaza Hotel in Atlanta, Georgia. The event begins with an association update given by
Executive Vice President/CEO, Michael Linn, to be followed by a Keynote Address from Michael York entitled “Becoming Uncommon in
Today’s Economy.” The session wraps up with the NIADA Legal, Legislative and Regulatory (LLR) Open Forum hosted by Keith Whann,
General Counsel, along with LLR Committee Members.
FRIDAY, JUNE 10TH 8-10 pm Eastern Daylight Time (EDT)
“NIADA 2005 National Quality Dealer of the Year Awards”
Here’s a chance for a front row seat to the 2005 NIADA National Quality Dealer of the Year Awards, broadcast live from the
fabulous Peachtree Ballroom at the Westin Peachtree Plaza Hotel in Atlanta, Georgia. This great event will honor past award recipients,
highlight this year’s nominees from around the country and present the 2005 National Quality Dealer of the Year. This is one night you
will not want to miss!

6. EXPOSED
Auto Dealer Speaks Out and Reveals the Raw Truth about That “Consultant –Trainer,” Mark Tewart,
Who advertises in this Magazine All the Time.
This guy, Mark Tewart promises all sort of things to us car dealers – sales and management strategies for our dealerships that he “promises”
really pay off. Such as strategies that will increase sales without increasing your advertising. Ways to increase gross proÞt by $200 a car minimum. How
to reduce and eliminate water in used cars and so on. Every time I read one of his ads, I thought, “Who could be dumb enough to fall for this guy’s rap?”
Now, I’m going to tell you the raw truth about this guy and his ‘success secrets.’
My name is Chad Hawkes; I live in Oklahoma with my wife and child. I went to college here and became a salesperson at a car dealership. I
was a struggling salesperson with little direction and not much of a future if my results stayed the same. I didn’t know what I was doing and was frustrated
everyday with the business. I needed a change and I needed it quick.
One day our dealer hired a consultant and trainer named Mark Tewart who ran all these ads with these big claims. However, our dealer told
us he had known this Mark Tewart guy for several years going back to when he was a new manager at another dealership. Our dealer told us to hang on
to our hats because this guy Tewart was a Þreball with more real valid information on success in the car business than anyone he had ever seen and that
he wouldn’t have become a dealer before he was 30 years old without Mark Tewart.
Most of what he taught us was so different from what we had ever seen, heard or been taught by other so-called experts. As we listened to
Mark’s information, we saw a whole different way to develop a high income career rather than just make a sale here and there. We heard sales skills,
people skills and life skills and found freedom from the cheapest price, roll around in the mud, bait-n-switch ugliness. Best of all we learned actual skills
to reengineer our business (managers and dealer as well as salespeople). I even looked in the mirror and saw Chad Hawkes differently. So, skeptical and
grateful at the same time, we left the workshop with a workbook and CD’s full of ideas.
The next day I began to implement 10 different Mark Tewart strategies. Over the next couple of weeks, as I got them up and running, they all
surpassed my greatest expectations. Let me give you an idea of what I am talking about. My Þrst year of implementing Mark’s strategies, I became the
number one salesperson and my production tripled. I began to get my life in order as well. Every time Mark came to the dealership he taught me lessons
that made my whole life change for the better. After a period of big increases, I was promoted to manager and attended Mark’s Management workshops.
Once again, I was amazed at how much incredible information I got and how much it improved our dealerships sales and proÞts. Our little country
dealership, located in an economically challenged area had improved from 40 units a month to over 325 units and we had become on many months the
largest dealer of our brand in the state!
Personally, I went from struggling to winning. I became the General Sales Manager and then bought my own dealership and now own two
dealerships before turning 30 years old. How, you ask, could such a thing happen? The answer, simply, is learning how real proven and effective sales
and management systems work, from the “master”, Mark Tewart. In spite of everything you hear about business being slower and tougher, my business
is booming. Just a couple of Mark’s strategies alone has allowed me to go from 40 used cars a month to over 120 a month operating out of a trailer!
Thanks to Mark’s ideas, systems, inspiration and encouragement I have two dealerships and have bought the ranch of my dreams for my family.
What is important is that Chad Hawkes can sell a ton of vehicles, get plenty of referrals, is unaffected by competition and has ‘real’ systems
in place to realize a huge proÞt every month. I knew Mark had it Þgured out when after one consulting session he showed me over 40 ways to grow my
business and make more proÞt. He is brilliant. So here’s the raw truth about this Mark Tewart guy: Unlike most of the ‘pretend’ experts, he is a bona Þde
trainer-consultant and money making genius, who can do anything from tweaking to transforming your business, so you not only make a lot of money,
but you can make it a lot easier and more enjoyable than you can imagine.
Maybe you are already doing well already – but you could do better (some of Mark’s most ardent students make many millions per year). Maybe you
just don’t want to be sold something that’ll be a waste of your hard-earned money. About that you can relax. Mark guarantees his stuff.
I’ve got over $1,000,000 reasons why you ought to investigate what Mark has to offer. What reasons do you have NOT to look at this?
And here’s how easy it is: Mark has prepared a straight-talk, detailed report – “HOW TO RECRUIT, HIRE AND TRAIN A DREAM TEAM OF
SALESPEOPLE,” which you can have absolutely FREE of cost or obligation. Get it, read it and decide for yourself whether or not you want to get in on
Mark’s information. It’s that simple. To get your FREE Special Report go to www.tewart.com/specialreport or call our 24 hr. hotline at 1.866.432.2468.
You will hear a brief, free recorded message and be able to leave your name and address, so your report can be mailed to you. Or write “report” on your
business card or letter head and pop it in the fax machine or email it. Mark’s fax number is 513.934.4588 and his email address is info@tewart.com -
Either way, you will get his eye opening report rushed to you, free.
By the way, I wasn’t paid a penny to write this about Mark. I am a car dealer just like you. I did this just as a way of saying thanks to Mark for
everything he’s done for me. And I am not the only person who feels this way. With your report, you’ll get a book of actual comments from some of the
over 10,000+ other salespeople, managers and dealers he has helped. Most like me are now making more money, with less hassle than ever before. More
business that we handle ßows in everyday… proÞtably. All we can say is this, “don’t envy us. Join us”.
Chad Hawkes, Hawkes Motors, Pryor, OK.
P.S. Please don’t get my number and call me. The last thing I need is a zillion phone calls asking me about Mark. I’ve said what I have to say right
here. What else could you possibly need to know? Instead, call 1.866.432.2468 and ask for your FREE SPECIAL REPORT today. You owe it to your
business.
visit www.tewart.com/specialreport for a Free Special Report or call
888 2 TEWART 283.9278

8. 10 Superior Customer Service is
the Foundation of Good Business Megan Moriarty
12 Telling is Not Selling Zig Ziglar
14 Four Keys to Integrity Selling, Part 2 Sean WolÞngton
16 The Key to Success: Follow Up Your Sold Customers Chris Hanson
18 Building Your Brand Jim Adams
19 How to Identify and Sell to the Technician Personality Carol Martin
20 Service Contracts Offer More
Value to Our Customers Today Then Ever Before Tony Dupaquier
24 The Next Generation of Direct Mail Tony Cantrell
26 How to Lower Your Taxes Brett H. Holst
28 I Enjoy Flying Almost as Much as I Enjoy Selling Cars Drew Steketee
29 The Personal Touch Kirk Manzo
30 Amazing Free Information, Only $14.95 Michael York
31 The Power of Action Mark Tewart
32 The Value of Follow Up: Why Aren’t
Manufacturers Helping More With Customer Retention Joe Verde
34 Increase Sales, Customer Satisfaction
and Loyalty in the Service Department Karen Dillon
36 Big Box Retailer and the Automotive Industry Bruce Thompson
38 If You Want Real Growth
Start With the Simple Fundamentals, Part 2 Scott Joseph
40 Internet Department Generates Extra Sales
While Elevating Skills, Morale & Professionalism of Entire Sales Team Bryan Hopkins
42 Relevance and Timing David Kain
43 Applied Window Film Can Lower Temperatures
and Reduce Air Conditioning Cost in Your Show Room Marty Watts
44 The Demo is Not an Option Anthony Hall
Choose Freedom • Support Our Troops
Psalms 7:17
I will give thanks to the LORD because of his
righteousness and will sing praise to the name of
756 South 1st Street, Suite 202 Louisville, Kentucky 40202 the LORD Most High.
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170
Patrick Luck, Editor & Publisher Courtney Hill
• pluck01@autosuccess.biz Sales-improvement Strategist
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• sgoodman02@autosuccess.biz Thomas Williams, Creative Director
• twilliams03@autosuccess.biz
Success Driven Solutions
AutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
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10. sts ms ls fis sf
MeganMoriarty
special feature
Superior Customer Service
is the Foundation of Good Business
Wilson County Wilson County Automotive garnered the involved in community activities that build a
Automotive of attention of the Society of Financial Service better place to work and live.”
Lebanon, Tenn., Professionals with its business conduct,
received the 2004 which was recognized as resting on the Bone believes it is the work and attitude
American Business six pillars of character: trustworthiness, of his partners and employees that allows
Ethics Award respect, responsibility, fairness, caring and everyone at Wilson County Automotive to
sponsored by the Society of Financial citizenship. be able to hold their heads high and look
Service Professionals. their customers and friends in the eye.
“Wilson County Automotive was founded “More than one employee has told me that
The ABEA, established in 1994, is a by people who believed in a business that they came to work for us – and stayed with
recognition program for companies with offered good products at a fair price,” Bone us – because there was a history of the ‘old
a strong, demonstrated commitment to said of the company co-founded in 1927 by timers’ and a legacy of integrity,” Bone said.
ethics. It recognizes U.S. companies his father. “They believed in being active in “All of us at Wilson County Automotive are
that exemplify high standards of ethical the community and that their customers were standing on the shoulders of great giants,
behavior in everyday business conduct. their friends. Their business was built upon and I thank my partners and employees for
Awards are presented in three categories: the foundation of being fair and ethical, and continuing to support the fundamentals of
large companies (more than 2,500 nothing was more important to them than our founders.”
employees), midsize companies (250-2,500 their reputation.”
employees) and small companies (less than Rick Bell, president of the Society of
250 employees). The automotive group was Bone said the company continues to build on Financial Service Professionals, said the
the recipient of the small company category the work his father and his father’s partners society has promoted ethical business
and was selected from a field of 20 finalists - all of whom survived the depression, wars practices among its members throughout
from throughout the nation. and fires - created. history.
“The list of … ABAE recipients … reads
like a ‘who’s who’ of corporate America,”
Bell said. “Each of these companies was
chosen because they represent what is right
about American business.”
An expert panel drawn from business,
academia, public service, media, consulting
and ethics communities selected this
year’s recipients. Past recipients include
Hewlett-Packard Company, Bell Atlantic
Corporation, Starbucks Coffee Company
and Texas Instruments Inc.
The Society of Financial Service
Professionals, founded in 1928, is
the standard-bearer of excellence in
professionalism, advanced continuing
education and ethical guidance for the top
financial advisers in the nation. It is made up
Randy Jackson, Rick Tomlinson, Wayne Fielder, Kathleen Crumby and W.P. Bone of about 22,000 members.
“We believe superior customer service “They were the ones who established the Wilson County Automotive is a collection
is the foundation of good business,” said strong fundamentals of Wilson County of companies selling Chevrolet, Pontiac,
W.P. Bone, owner of Wilson County Automotive and the group acknowledges Buick, GMC, Chrysler and Jeep.
Automotive. “Our company’s code of ethics their debt to the men,” Bone said. “While
is communicated to each new employee our business and our community have grown
and reinforced daily by the managers. Our through the years, we still believe, like our Megan Moriarty of Dye Van Mol
employees are encouraged to take the long founders, in offering great products at fair & Lawrence can be contacted at
866.842.1660, or by e-mail at
view over short-term profits in making prices; we still invest in retaining employees mmoriarty@autosuccess.biz. W.P. Bone is
business decisions, and we are proud to be who share a common belief in conducting the dealer at Wilson County Automotive.
recognized for our efforts.” business ethically; and we are still actively He can be contacted at 800.368.6198.
10 www.autosuccess.biz

11. Ever wonder
where your support
goes after your bank
merges for the
third time?
We’re dedicated exclusively to your business. When you choose Chrysler Financial for your wholesale and
retail financing needs, you’re choosing a company that has done just one thing for more than 40 years.
Automotive financing. From customer retention and financial software to real estate loans and E.L.V.I.S., our
people, products and services are solely dedicated to helping you sell more vehicles. In fact, we’re completely
invested in your long-term success. So you don’t have to wonder whether we’ll be there for you in the future.
Chrysler Financial is a member of the DaimlerChrysler Services Group.

12. sts ms ls fis sf
ZigZiglar
sales and training solution
Telling is Not Selling
As a sales Closed Questions Open questions are important because they
professional, do you These are questions that have one-word or give you vital information. You also receive
spend more time “closed” answers. At the beginning of the more valuable insight. You start to identify
telling or more time sale call, these should be seldom used. When how receptive the customer is to your sales
asking? If you were using these, the sales person is not giving the approach. Is he or she eager to give you
to record your sales customer an opportunity to expand on the information or hesitant? Open questions
interview, you’d probably find you are answers. Closed questions usually uncover allow you to gauge this.
spending more time talking than you are facts but often don’t give any additional
asking questions and listening. information. Let’s say you are trying to Reßective Questions
identify the buying criteria of a customer. These are questions that reflect on previous
During a sales interview, the sales person You can ask: “In purchasing a car, are answers. These questions give the customer
must identify the needs, issues and concerns monthly payments important to you?” The a chance to expand or expound on something
of the customer. The best way to achieve this answer may be “yes.” The customer has just that was mentioned earlier. The customer
is to ask questions and listen to the answers. responded with a fact. You may have to ask may have passed by a very important matter
Then connect the answers to the needs and another question to identify other important and you now want to go back and address it.
wants of the customer to your product and criteria. It may be better if you had asked You can use a reflective question to gain vital
services. The key is to ask questions. That is an open question. Let’s take a look at open information. In the above conversation, the
the starting point of all successful sales. questions. customer mentioned a “good, quality service
department” in one of the answers. You can
Questions are the sales professional’s most Open Questions now go back and gain additional information
valuable tool. However, we all need to be These questions solicit “open” information. with a reflective question. For example, “Mr.
reminded to ask the right question and ask You not only gain facts, but also information. Customer, what did you mean by good,
the question right. These questions usually begin with who, quality service?”
what, why, when, where and how. For
There are several questioning types and example, when trying to identify buying Reflective questions give you additional
techniques. Let’s cover four types of criteria, you may want to use: “What are information. By using them, you are also
questions that you can implement today. the top criteria you need when making indicating to the customer that you are
They are the C.O.R.D. questions. This this type of purchase?” The answer to this listening to him or her.
stands for Closed questions, Open questions, question gives you more than just facts. It
Reflective questions, and Direct-agreement gives you insights into why these criteria are Direct Agreement Questions
questions. important. These questions gain agreement from the
customer. These should be used when you
are sure of the answer. They are usually
answered with one word … and that word
is usually yes. After you have showed the
customer that you can save money or retain
value or that a feature is easy to use, you
can ask a direct agreement question. For
example, “Mr. Customer, if we can meet
your demand for fair trade in amount, will
we have a deal?” If the answer is “yes,” the
customer is agreeing that he’ll do business
with you if you can meet his criteria.
Questions are a sales professional’s best
asset. Learn to ask the right question in the
right way. Good luck and good selling.
Zig Ziglar is the chairman of the board of
Ziglar Training Systems in Dallas, TX. He
can be contacted at 866.873.0026, or by
e-mail at zziglar@autosuccess.biz.
12 www.autosuccess.biz

13. TOP 10
BEST OF THE BEST
NADA
2005
Secrets of
Dealerships Who
Overachieve –
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• What the best “response generating”
ads all have in common.
• The three most important goals you
will ever set for your dealership.
• How to condition your current
customers to buy from you
more often.
• How to create advertising that
attracts quality customers who
negotiate less.
• How to out-market your competition
and dominate your market.
• What the ultimate goal of marketing
should be today.
• How to create advertising that actually
increases your closing percentage.
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move the crowd. crush the competition. count the money.

14. sts ms ls fis sf
SeanWolfington
leadership solution
Four Keys to Integrity Selling, Part 2
In last month’s article clear, specific, written goals that you truly So, how can you cultivate goal clarity in
we introduced the believe are attainable and that you feel you yourself and your staff? It helps to conduct
four traits that drive deserve to achieve. Goals can be personal or a self-evaluation to determine where you
successful behaviors professional in nature, but to achieve strong are, by rating yourself on a scale of 1 – 10 (1
and hold the key to goal clarity they must be clear, specific and being never, 5 being sometimes and 10 being
peak performance. put in writing. For example, “sell more cars” always) in the following areas:
Dealers, managers and sales people alike is a professional goal and “improve my
are aware (and sometimes painfully aware) health” is a personal one, but neither is clear
that the same 20 percent of the sales force is or specific. To gain clarity, it helps to ask the
consistently at the top of the sales board while following questions: When you say “more”, 1. I write clear, speciÞc and
the other 80 percent will reach a mediocre how many more? What will that enable you measurable goals for sales
plateau and stay there. The four keys to to do? What is the time limit? and income.
integrity selling determine whether a sales
person will struggle to sell 10 units a month A good internal dialogue can transform “sell
or become a top producer who earns into the more cars” into “My April goal is to sell two 2. I revise and update my goals
hundreds of thousands of dollars. Selling with additional cars each week to hit 20 total sales each month.
integrity means focusing on building value and take over the top spot.” Once you’ve
and believing that selling is something you used the most specific terms possible to write 3. My goals are consistent with
do for your customers, not to your customers. down a goal that is clear and measurable, my values and I feel worthy
This article is the second in a four-part series you will need to break down the goal into of achieving them.
that will examine the four key traits of top small daily steps and list the obstacles you
producing sales people so that you can will have to overcome. For sales people,
4. I break my goals down into
nurture those traits in your staff and seek out those small daily steps include every activity
small daily steps.
those traits in prospective new hires. on the road to the sale such as:
• Inbound calls 5. I identify the additional skills
• Internet leads and training I may need and
The four keys to • Follow-up calls any obstacles that may stand
integrity selling • Follow-up e-mails, in my way.
determine whether •
postcards and letters
Appointments
a sales person will • Appointment confirmation calls If your score is less than 50, it might be
struggle to sell •
•
Client interviews
Product selection and demonstration
time to heed the Nike slogan and Just Do
It. Consider starting your day a few minutes
10 units a month • Dealership tour early to tackle additional sales activities
or become a top • Write-up and steer clear of obvious time-wasters that
producer who earns • Turn to management may distract throughout the day. If high
Goal Clarity is a trait you’d like to seek in
into the hundreds To increase these activities, sales people prospective new hires, ask them to complete
of thousands of will need to track and measure what they’re
doing to establish a benchmark and identify
the survey and provide examples. Sales
people with high degrees of Achievement
dollars. the areas that represent the best potential for Drive and Goal Clarity will often find a
improvement. Once that area is targeted, he way to succeed, selling volume and gross
or she can define the action steps needed, the regardless of product and market, but they
The Key Traits That Drive Successful skills to build and the obstacles to overcome can wreak havoc with your CSI scores and
Beliefs And Behaviors Are: to make sure he or she is working toward the morale of your dealership if they lack
1. Achievement Drive an attainable goal and not reaching for a emotional intelligence and social skills.
2. Goal Clarity wish. For example, if analysis shows that Look for the third installment in this four-
3. Healthy Emotional Intelligence a person’s greatest opportunity to improve part series next month in which we will
4. Excellent Social Skills sales lies with increasing success with turn our attention to Healthy Emotional
inbound calls, a sales person might find he Intelligence.
In the February issue, Achievement Drive or she needs to get faster when reaching for
was defined as the power everyone has, to the phone, more comfortable with a script,
some degree, to beat the odds, to triumph more proficient with product and pricing
over challenge and to tap into deep reserves questions and more skillful with setting an Sean WolÞngton is the owner of
of persistence, determination and a never- appointment that sticks. This knowledge BZResults.com. He can be contacted at
give-up attitude. Building on this need holds the key to creating a meaningful daily 866.802.5753, or by e-mail at
to achieve, Goal Clarity means having action plan. swolÞngton@autosuccess.biz.
14 www.autosuccess.biz

15. TOP 10
BEST OF THE BEST
NADA
2005

16. sts ms ls fis sf
ChrisHanson
sales and training solution
The Key to Success:
Follow Up Your Sold Customers
Many times as sales customers. Do not rely on the dealership to The Phone Call After the Sale.
people we focus too do it for you. It needs to be personal, and it Call them the next day. Forget about CSI,
much on the sale needs to be from you. manufacturer rules. My manager says so; if I
today that we forget don’t I get in trouble. This isn’t their business,
about the sale we Database. it’s yours. You call them the next day because
made yesterday. The Not the dealership’s, yours. I started with you are building your business. Because it’s
problem with that is our sold customers are a Rolodex and then went to a computer important. New and used customers. Yes, I
our true lifeline. They are what make us or with a general follow-up program. Then I said and used customers, too.
break us. This is the most overlooked part of went to a specific car program. I am in my
most sales people’s career. database all day, everyday. E-mail me and The Thank You Note.
I’ll let you know how to get a computer Two days later, send them a nice thank you
I know if you’re newer to sales you want to program for as little as $20. The one I use note. Make it count. Have your logo on it. If
learn how to get customers in to see you, and now was $495. First I bought a laptop, and you want my thank you note, e-mail me and
that’s a valid concern. I want to first show now I use a desktop computer. Can’t spend I’ll mail one to you.
you the importance of your sold customers, a lot of money? E-mail me and I’ll give you
because that is the foundation of why I am a couple places to check out where you can Monthly E-mail Newsletter.
successful. Period. I want you to look at your find a laptop for as little as $200 to $300. Collect their e-mails! Send them new
sold customers in a different way because rebates, new models, fun stuff. If you want
when they purchase their next vehicle from to see my newsletters, e-mail me.
you, it will be easier, quicker and way more
fun! You will start to develop a friendship.
Expect the extraordinary.
Are you just another Quarterly Newsletter.
The purpose of this is to have your name go
sales person doing the by them again. Tell them about what you’ve
Let’s forget about steps of the sale and
closing for a minute and take a closer look
same thing everyone been up to. Tell them about new models
coming out. Give them tips on maintaining
at what our sold customers really mean to us. else does? Do these their vehicle and other household things.
This will put you on the road to success.
things and get ready What do you like to read? Have a contest with
a drawing. If you want more information on
Your Savings Account. to wow them! Rise this, please e-mail me.
By staying in touch with sold customers you
are putting them in your interest bearing above the rest. E-mail and Video E-mail.
savings account. When they purchase from Set yourself apart. I send out a monthly e-mail newsletter – it’s
you, they go into your savings account.
Monitor them. Keep a close eye on them and Whether you have one free! I also use video e-mail. It’s very cool
and very affordable. E-mail me and I’ll send
don’t let anyone rob them. Trust me, they are customer or 1,000, you one.
start today. Expect the
yours to lose. My security is top of the line.
When I put them in my saving account, no Service Dept.
one - I mean no one - can touch them. I have extraordinary. You should always be looking in the service
put into place ways to keep my customers. I department for your customers. You are
take other people’s customers all the time but never too busy. Talk with them a few
I do not lose my customers. You see, one day minutes. Visit. Make a friend. I know when
- and sooner then you think - they will add to The Delivery Package. many of my customers are in for service
their value. They will come in to buy again I don’t care if you’re doing a spot delivery because they call me to set it up. I am their
and again. They will send other people in or they are picking up the vehicle the next contact.
that will purchase from you and then you can day, do this!
put them in your savings account, as well. Is it work? You bet! Will you build a
And that is not worth losing! Guard them Small pad of paper, dealership pen, some successful CAREER? YES! Are you just
with your life because they will become your candies, a small travel-size package of another sales person doing the same thing
career, your lifeline, the difference between tissue, pennies, nickels and quarters in the everyone else does? Do these things and
a J.O.B. (Just Over Broke) and a successful change holder and note. “Just a few things to get ready to wow them! Rise above the rest.
career. get you started in your new vehicle. Enjoy, Set yourself apart. Whether you have one
Chris.” It will only cost you two or three customer or 1,000, start today. Expect the
Fortunately, when I first started selling cars, I bucks a car. Hint on getting note pads: parts extraordinary.
read about how important it was to follow up stores, windshield places and your customers
with customers and I took it to heart. One of who own businesses – FREE. Ask for some
the biggest reasons I have become successful and tell them what you do with them. It’s
selling cars is because I put a lot of energy free advertising for them. Do you want to do
into following up with my sold customers. a small thing that has a big impact? Try this. Chris Hanson with Hibbing Chrysler can
Don’t underestimate this; it’s the little things be contacted at 800.901.2862, or by
Let’s talk about what we can do to keep our that matter! e-mail at chanson@autosuccess.biz.
16 www.autosuccess.biz

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18. sts ms ls fis sf
JimAdams
sales and training solution
Building Your Brand
Factories spend more brand image than the factory. In our award-winning customer service to every
billions of dollars market we sell Kia, Honda, Pontiac and sales, service and parts department
every year trying to Buick, but our brand is ROPER. customer that enters our facility, calls
bring customers to our number or visits our Web site.” Once
their products and Every new car dealer sells new cars. Every you have a mission statement you must
drive traffic to your showroom. Most new car manufacturer builds great cars. gain a buy-in from the entire team: sales,
factories assign the dealership an area of What sets your dealership apart? I am parts, service, office personnel and the
responsibility and an annual market share sure that you have seen dealerships in your detail shop. Every employee that walks into
goal for your area of responsibility. area that may not be in the best location or the dealership must be focused on award
don’t have a new state-of-the-art facility, winning customer service 100 percent of
The most important thing that we have to but remain a real player in your market. the time, with every single customer with
remember is that thousands of franchised Chances are that they have taken the steps whom they come in contact. Treating people
new vehicle dealerships rest in rural markets necessary to build their brands. with award-winning customer service all
where national projections do not apply. of the time creates owner loyalty. Loyalty
Rural dealerships can obtain market share So how do you build your brand? creates repeat owners and referrals. Once
numbers two to three times the national 1. It starts with a mission statement. The you have a captive customer he or she will
share numbers. How does this happen? focal point of what you want your dealership buy whatever you sell. Period. Bob Atwood,
Brand image. Family-owned dealerships to be. Not a slogan or a catch phrase but instructor of the NADA dealer academy, said
that are passed down from generation to the message of your dealership’s character. one captive customer will spend $517,000 at
generation, like a family heirloom, carry Our 2005 mission statement is, “To provide your dealership in a lifetime if you just act
like his or her business is important to you.
2. Practice what you preach. If you are
going to say it, you’d better do it. There
JEFF RAMSEY & CO’S is nothing more insincere than a dealership
that says one thing and does another. If your
Internet/Marketing Travel Incentives focus is great customer service, do not just
say you provide it, but show your customer
If you are spending $20,000 or more on every day the difference between your
current media products, I will show you how dealership and the one down the street.
to spend 1/3 of that!
3. Get involved in your community. There
I know these programs work and are hundreds of ways to get involved in
your community. Little league, Cub Scouts,
I am willing to put my $money$ Girl Scouts and the Chamber of Commerce
where my mouth is! are excellent organizations with which
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• 50,000 Piece Solo Mailer and an excellent source for new business
• Internet Credit Web Site contacts. Give your community a reason to
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call me for details
866.842.1712
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Jim Adams is the general sales manager
at Roper Kia in Joplin, MO. He can be
contacted at 800.905.0627, or by e-mail at
jadams@autosuccess.biz.
18 www.autosuccess.biz

19. sts ms ls fis sf
CarolMartin
sales and training solution
How to Identify and Sell to
the Technician Personality
Technicians, typically However, if you disagree about an
seem reserved, important selling point - a potential deal
serious and skeptical breaker - and you know you’re right,
of sales people. have some black and white proofs handy.
Technicians have a prove-it-to-me mindset
Should you still try to and may want to see records, reports or
dazzle them with your charm? Is it OK to some other documented facts that will fully
be funny? Or would you benefit by being substantiate your claims.
almost as understated as they are?
So far, we’ve discussed a typical
One easy-to-spot characteristic of a Technician’s restrained demeanor, you are their cure
Technician personality is a pragmatic, preoccupation with details and facts, and
restrained business approach. He or she heightened sensitivity. But what about the
is typically bottom-line oriented and pace of these individuals? Do they expect
interested mainly in getting answers to very you to take your time when showing the
specific and, sometimes, highly technical vehicle? Should you explain everything
questions. Don’t be frivolous with a carefully, repeat information for emphasis,
Technician. or keep things moving along swiftly?
If your prospect almost immediately seems Considering their craving for specifics,
a little cautious, conservative, impatient, Technicians are surprisingly fast-paced.
and concerned about the particulars of a They can become restless easily so it’s best
vehicle, he or she may be a member of to cut to the chase by pointing out a vehicle’s
the Technician personality group. Leave features and touching on the pragmatic
out your humorous stories and cut back reasons to finalize a deal. Most Technicians
on small talk. Listen intently to the few dislike high-pressure sales tactics, but they
words your potential buyer may speak and usually respond well to clear-cut logic and a
start thinking in terms of pertinent data and sincere acknowledgement of their research.
facts regarding specific vehicles; many
Technicians come to a dealership only Different Measures of the Same Traits
after they have scrutinized reviews and All Technicians are not created equal.
memorized statistics about their favorite While their overall pattern reflects people These kids and
makes and models. who are politely assertive, quiet, hurried
millions more
and meticulous, each individual’s level of Mary Tyler Moore
Even if you innocently misstate MPGs (just these traits will vary. For example, some International Chairman have Juvenile
a little), die-hard Technicians will take you Technicians can be so standoffish they Diabetes, a disease that
to task and point out your mistake. The always seem aloof, while others warm up
threatens their lives every day.
assumption that “close enough is good slightly once they get to know you better.
enough” simply does not fly with these One person might seem extremely antsy, None of them can outgrow it.
detail-oriented individuals; to maintain while another may appear to be simply a But we’re closer than ever to
your credibility with them, you need to little pressed for time.
a cure. Please, help us make
relay very accurate information. If you’re
unsure about the answers to questions, Technicians pride themselves in being life-saving research possible.
do some research or ask your manager. pragmatic and by the book. They’re Call 1.800.533.CURE or visit
Whatever you do, don’t just guess. usually conscientious realists who are
not easily swayed by hype or hearsay. To www.jdrf.org.
Technicians are not highly assertive or increase the likelihood of a sale to them,
authoritative, but they can stand their be professionally personable, informative,
ground when they think they’re right; still, exact and time-driven. Keep in mind that
there’s no point wasting time by trying selling the Technician can be relatively
to challenge them on issues that are not easy ... if you know which buttons should
critical to the sale of a vehicle. They often and should not be pushed.
become defensive, sullen or visibly shaken
if their opinions are questioned. Go along Carol Martin is a senior consultant
with them if the subject of contention is too with The Omnia Group. She can be
trivial to really matter (which is sometimes contacted at 800.601.3216, or by e-mail at
the case with high-level Technicians.) cmartin@autosuccess.biz.
march 2005 19

20. sts ms ls fis sf
TonyDupaquier
f&i solution
Service Contracts Offer More Value to
Our Customers Today Then Ever Before
In order to overcome service drive, he or she told the service association group? A reason these sources tell
objections, business advisor of the problem. After a quick check the customer not to buy one, is so they can
managers need to be of the mileage, year of the car and to see if sell them an inferior product.
prepared for today’s the vehicle’s warranty was valid, the service
educated buyers and department attached a tag and fixed the car Product Knowledge
educate themselves on as soon as possible. Factories have since A business manager must have knowledge
VSCs and the advantages they have over the changed their procedures. Most business about the service contracts offered by these
Limited Factory Warranties. managers know this if their dealership has other sources. The majority of the information
ever gone though a warranty audit. Advisors is available online, or make a phone call.
“It costs too much.” are now trained to look for failures as opposed
“Compared to what? Gasoline costs to defects. In many cases the Limited Factory Here are a few of the major differences
Americans an average of 10 cents per mile. Warranty does not cover failures. However, between the VSCs dealership’s offer and the
Automobile insurance costs about 16 cents with the majority of the exclusionary VSCs cheap ones offered by other sources.
per mile. If someone does not maintain a now available, many of those failures would
vehicle - new tires, oil changes, new brakes - be fixed. Reimbursement policies: Several of
and does only the two critical items: insurance the service contracts are 100 percent
and gas, he or she is spending about 26 cents Remember when customers received reimbursement polices, in which the
per mile to drive an automobile. A VSC costs a complimentary rental car when their customer must pay up front for the repair and
less than 3 cents per mile.” vehicles were in for service for an overnight then apply for repayment. As with any policy,
repair? Image the amount of money spent on the repair must be an approved repair. Is it
Educate every customer on how inexpensive rentals during that time. The factories, for only after the repair is made that the customer
a VSC is when compared to gas and the most part, have reduced this coverage finds out if the repair is approved?
insurance? It is the responsibility of the or have eliminated it all together. The
business manager to inform the customers companies that still offer some form of rental Labor Hours: There are several polices that
of this. reimbursements are some of the high lines. will only pay labor hours according to an
However, for everyone else, the customer’s internal guide. The VSC’s provider does
When the customer asks the question, “How car must be in the shop overnight for warranty not use the same labor guide as the factory
much is it?” give a number. It can be the full work, exceeding eight hours of labor, which or books used nationwide, like Chilton.
amount, “$1783,” or monthly installments, usually means the repair is major like an Therefore many dealers will refuse work
“Only 18.50 a month,” or on a per mile engine rebuild or a transmission fix. Many from certain VSC customers because their
amount, “Less than 3 cents per mile.” Break of the repairs in shops are done in under policy will not pay for the work at the shop.
the amount down to something small and three labor hours, but it is required that the
almost meaningless. vehicle sit at the store for two days until the One VSC advertised on the Internet revealed,
parts arrive or a technician is free to work on in very fine print, that it only covered parts
Maximizing verbal communication is also the vehicle. For the majority of customers, and not labor. Parts? Only parts? Granted,
important (57 percent of communication the only way to receive any type of rental car there are several parts on today’s vehicles that
influence). Be confident and congruent; your is through a VSC. could cost a considerable amount of money,
voice qualities or tonality must match what but I would be concerned about the labor cost
you are saying. Roadside Assistance is changing, too. With associated with them. Consider a R.O. ticket
the evolution of satellite navigation and with a $14 part and four labor hours to get the
“They don’t cover anything.” GPS locators, Roadside Assistance is now piece installed.
Some cheap, component-coverage-only an electronic eye in the sky and usually
contracts may not cover much except for costs a yearly fee. Many cars without these Service contracts offer more value to our
major lubricated mechanical items. When high-tech luxuries are left out of Roadside customers today then ever before. With
selling an exclusionary policy, ensure the Assistance programs. A good VSC comes good product knowledge, good competitive
customer receives it. with Roadside Assistance and Trip Interrupt product knowledge and a true understanding
service, ensuring the customer’s safety in the of what the Limited Factory Warranty covers
Exclusionary policies sold today have more event of an unforeseen problem. and does not cover, a business manager’s
benefits than many of the manufacturers’ VSCs sales should dramatically increase by
Limited Factory Warranties. The factory Between failures, rental cars and Roadside professionally presenting this knowledge on
only covers defects. A defect is a bad part or Assistance, it is very easy to see the need for to customers.
a bad assembly of a part that occurred in the a VSC during the Limited Factory Warranty
factory. The Limited Factory Warranty does period, and it is the responsibility of the
not cover a failure. A failure results when a business manager to ensure the customer is
part no longer operates according to factory presented the value, as well.
specs, usually due to normal wear and tear. Tony Dupaquier is the director of
Every business manager should know the “I was told not to buy one.” F&I training for American Financial &
difference. By whom were they told not to buy one? Was Automotive Services Inc. He can be
it the credit union, the insurance company, contacted at 866.856.6754, or by e-mail at
In the past, when a customer arrived at the a consumer magazine, the Internet or an tdupaquier@autosuccess.biz.
20 www.autosuccess.biz

21. TOP 10
BEST OF THE BEST
NADA
2005

22. BEST
PRACTICES
SUMMIT II
Las Vegas, NV • May 19th & 20th
at The Venetian Hotel & Resort
Scott Joseph Dean Evans Sean WolÞngton Chip Perry David Kain
President and CEO, J&L Marketing, Inc. Vice President of Marketing, Dealix Owner, BZResults.com CEO and President, AutoTrader.com President, Kain Automotive Inc.
Internet and BDC Training Specialist
Case Study: Johnson City Honda: Sells Case Study: How to use BDC/Internet Internet Advertising Best Practices
You will learn:
65 extra cars a month and grosses departments to sell 100 - 500 extra cars
- Benchmark metrics for your GM and You will learn: You will learn:
increased $1,300 per car. a month.
your dealership – gross proÞt PVS, ROI, - How to maximize the value of your - Benchmark metrics for your GM and
You will learn a growth strategy and more You will learn how the best dealers: Internet advertising your dealership – gross proÞt PVS, ROI,
that will: - Maximizing third party automotive sites - Setup a successful BDC/Internet Dept. - How to make your vehicles stand out and more
- Add 33% to your bottom line and not - Converting “Be Back” leads into sales - Use the web to promote all your proÞt from the competition - Maximizing third party automotive sites
increase ad budget - Optimizing your CRM and Lead centers - How AutoTrader.com’s top - Converting “Be Back” leads into sales
- Grow your customer base Management tools - Use the web to drive showroom & phone performers achieve their outstanding - Optimizing your CRM and Lead
- Increase your average gross per unit trafÞc results Management tools
- Increase purchase frequency plus - Sell old stock, vehicles & parts inventory
customer residual value - Use email marketing to drive more trafÞc
for zero cost
Jeff Cowan Randy Barone Ed Parkinson Sean Gardner
President, Jeff Cowan’s Pro Talk Executive Vice President, Sales & Account Supervisor, Who’s Calling Joe Verde Trainer, The Joe Verde Group
Marketing, American Auto Exchange Inc.
Increasing Sales, CSI, and Customer Leveraging Who’s Calling to sell more How to close more sales in today’s
Retention on your Service Drive. Bringing State-of-the-art technology to products and services market
your automotive business
You will learn: You will learn: You will learn:
- To take control of the Advisor, Write- You will learn: - The movement from data to managing - The facts about buying, selling and
Up% and your Service Drive - Eliminate wholesale loss and opportunity in the area of sales, service, closing the sale
- Substantially increase your Customer unproductive inventory marketing and quality assurance - What closing isn’t, and why most sales
Satisfaction Survey Scores - Consistent 20-22 day inventory turns - Assets and liabilities of the inbound are lost out on the lot
- How to get your customers to happily - Maintain proper inventory mix sales call - The 3 best closes (that have nothing to
accept realistic promise times - Instant buy/sell recommendations - 2004 Cumulative Voice Monitoring data so with dropping price).
- How to increase Customer Paid Labor - The art of appraising base on 70,000 inbound sales calls - Understanding objections - the secret to
by 4/10ths in 10 days - Group trade capabilities - Road blocks to the appointment turning a “no” into a “yes”.
- Establish a professional selling culture - SmartLaunchTM based on eBay - Lost deal manager
on your Service Drive. marketplace data
- abX Transaction Network

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24. fs feature solution
TonyCantrell
The Next Generation
of Direct Mail
Direct mail companies are coming up with A dealership can target its best potential How Male Consumers Respond to Direct
new ways to improve quality response rates customers down to a very fine point. You Mail Offerings From an Automotive
to your campaigns. The US Postal Service want to target new homeowners who Company
has even changed the way it views and make $100k or more per year, have a 3- • Of the male automotive direct
handles direct mail. New features and new year old car and live within 10 miles of mail readers, 37 percent visited a
mail pieces are winning back dealers with your dealership. Done. You want to track dealership in person.
going back to the basics of marketing to your mail, to know when it has dropped,
your best potential customers. when it hit USPS sorting areas and when • Twenty-three percent of male
it is delivered to your target’s door. Done. automotive direct mail readers said
New technologies and processes are helping You want a list of everyone that you are they visited a sender’s Web site for
direct mail become even more effective targeting in advance so you can have your additional information.
than ever. Mail tracking, customer retention sales staff calling in advance of the mail
management, call centers, database hitting their mailboxes to inform them of • Six percent of male automotive
management, pre-approvals, Web-based the upcoming sale or special event that you direct mail readers called an 800
Surveys, lead management, and more have are having just for them. Done. You want number available on the mailing.
given direct mail the continual edge over to know what exactly your customers want
the other forms of advertising. before they even walk in the door. Done. • Eight percent of male automotive
All this and more is done with direct mail. direct mail readers replied to an offer
from an automotive company via
Direct mail Surveys have shown that direct mail is mail.
is more cost effective - more effective and measurable
How Female Consumers Respond to
effective than
than any other marketing medium available.
Plus, it costs less. TV ads influence about 17 Direct Mail Offerings From an Automotive
any other percent of auto buyers. Internet marketing Company
marketing accounts for about 26 percent of automotive • Thirty-nine percent of female
medium; you buyers. automotive direct mail readers visited
can track it to a dealership in person after receiving
the penny. With
In one recent survey conducted by Vertis, information in the mail.
®
Customer Focus 2005 Automotive Direct
more added Marketing study, showed 73 percent of • Thirteen percent of female
service comes adults who plan to purchase a new vehicle automotive direct mail readers said
higher response responded to automotive direct mail they they visited a sender’s Web site for
rates and better received. It also shows the following additional information.
closing ratios.
additional findings, which provide insight
into the direct mail readership of consumers • Of the female automotive direct
in the automotive industry: mail readers who looked at mail in the
24 www.autosuccess.biz

25. 24 percent of Generation X (1965-
Suppose you made 1976) responded the same way.
direct mail a main
focus of your • Thirteen percent of Generation
marketing efforts.
Y automotive direct mail readers
called an 800 number on the mailing,
Do you want to compared to 10 percent of younger
increase your Baby Boomers who responded in the
name recognition, same manner.
increase showroom
trafÞc, increase or • Fourteen percent of Generation Y
change your closing automotive direct mail readers replied
ratio? All and more to the offerings from an automotive
can be done with company via mail, while 7 percent
direct mail. of Younger Baby Boomers replied
through this medium.
last 30 days, 11 percent called the 800 Use the best form of advertising to bring the
number on the mailing. people you want to your dealership.
• Six percent of female automotive Direct mail is more cost effective than
direct mail readers replied to the any other marketing medium; you can
information they received via mail. track it to the penny. With more added
service comes higher response rates and
How Generation Y Responds to Direct better closing ratios. Suppose you made
Mail Compared to Other Generations direct mail a main focus of your marketing
• Of the younger Baby Boomers efforts. Do you want to increase your name
(1956-1964) automotive direct mail recognition, increase showroom traffic,
readers surveyed, 46 percent said increase or change your closing ratio? All
they visited a dealership in person, and more can be done with direct mail.
compared to 38 percent of Generation
Y (1977-1994) adults.
• Thirty-two percent of Generation Y Tony Cantrell is the president and CEO
automotive direct mail readers stated of Automotive Consulting Co. He can be
contacted at 800.901.2859, or by e-mail at
they visited a sender’s Web site, and tcantrell@autosuccess.biz.
march 2005 25

26. sts ms ls fis sf
BrettH.Holst
leadership solution
How to Lower Your Taxes
How you record are not readily available on a manufacturer’s How do I generate this beneÞt?
your new vehicle invoice. Doing a CAM to the Net Method will reduce
inventory has a the amount of income reported and the
significant impact on In a recent Dealer Development General subsequent tax payment. The amount of the
your taxable income. Field Bulletin Ford Motor Company benefit varies based on the type of dealership
You don’t want to pay recognized that current GAAP now interpret and current accounting method. In general,
more tax than is absolutely necessary. Many Ford’s finance cost reimbursement program income is reduced by an average of 2.5
dealerships pay tax in advance of when it as a reduction in the cost of the vehicle, percent of the total dollar value of inventory
needs to be paid. By following the regulations which must be recorded as such. As a result, at the end of the year.
set by the Internal Revenue Code and by all dealer development dealerships were
GAAP (Generally Accepted Accounting required to reflect the Change in Accounting For dealerships valuing their inventory on
Principals), you could significantly lower Method (CAM) in operating results as of LIFO, a mandated three-year look back is
your taxable income and subsequent tax 12.31.03. necessary to revalue the LIFO layers. Non-
payments for 2004 and 2005. In addition, LIFO inventory will require a one-year look
your dealership will be in compliance with The IRS issued Revenue Procedure 2002-09 back. In either case, a significant amount of
these regulations and not risk potential non- making the change in accounting method information not previously accumulated will
compliance penalties. Such penalties could for Trade Discounts an ‘automatic’ or pre- need to be gathered. This is a data-intensive
include the loss of your LIFO reserve and approved change that does not require an task that is best processed by a company
subsequent increase in tax liability. IRS filing fee. This allows the change to be capable of handling large amounts of data
completed and submitted along with your entry and the complexities of this accounting
DeÞning the Net Method current year tax return. change.
The Net Method is an industry-accepted term
referring to the valuation of new vehicle auto What about Advertising Costs? How do I Þnd out if my dealership inventory
dealership inventory Net of Trade Discounts By including Advertising Credits in your is properly valued on the Net Method?
and Advertising Credits. ending inventory you are capitalizing Your CPA firm may be able to help you with
expenses that should be recognized in the this determination. The challenge that CPAs
The Regulations year the vehicle was brought into inventory, face is the number of vehicle manufacturers,
According to IRS regulations, Trade again overstating the current year income types of Trade Discounts and Advertising
Discounts must not be included in a and paying tax before it is necessary to be Credits and the ability to identify (not
dealership’s inventory. While there are many paid. GAAP regarding inventory clearly always on the manufacturers invoice) what
IRS regulations and publications on this guides accountants to avoid capitalizing constitutes a Trade Discount and Advertising
topic, none is clearer than Revenue Ruling (inventorying) expenses such as advertising. Credit. Be prepared because there are
84-41 when referencing Internal Revenue Doing a CAM for Advertising Credits is not frequent changes to these programs. There
Code section 1.471 3b – General Rule for pre-approved by they IRS and requires that are third-party companies that specialize in
Inventories that states: the change be filed with a fee during the year both the estimation of the benefit and the
of change. This change must be filed prior actual processing of the CAM.
“An automobile dealer must record the cost to your dealership’s year-end and will affect
of new automobiles in inventory reduced by your 2005 tax payment. Tax Savings Summarized
the amount of a manufacturer’s rebate which Properly accounting for inventory on the Net
represents a trade discount” What is the beneÞt to my dealership? Method will lower your tax bill and ensure
Lower tax payments! By including Trade compliance with the Internal Revenue
What is a Trade Discount? Discounts and Advertising Credits in Code and GAAP. The size of the benefit
As defined by IRS Revenue Ruling 84-41: your ending inventory, your dealership is depends on factors such as dealership type,
“Trade discounts represent adjustments to recognizing income too early and paying number of vehicles in inventory and the
the purchase price granted by a vendor. The taxes before they are actually due. In current accounting method. Even if your
discount may vary depending upon volume addition, if you utilize LIFO to value dealership currently utilizes the Net Method,
or quantity purchases, or other factors your inventory, your base costs are being exploring the benefits of a specialized third
established by the vendor. If a discount misstated by improperly including the Trade party service provider can prove beneficial.
is always allowed irrespective of time of Discounts and Advertising Credits in the A Florida GM dealer recently increased
payment, it is considered to be a trade inventory value. You risk audit exposure to their net method benefit from $79,259 to
discount.” improperly valued LIFO inventory. $151,418 by capturing information not
readily available on the invoice.
In practical terms, this includes items An example of a Toyota dealer adopting
such as hold back, floor plan assistance, the Net Method increased the reduction of Brett H. Holst, CPA is the director of
interest credits, fuel credits and many others taxable income from a “Gross Method” LIFO national sales at Green Outsourcing. He
depending on the manufacturer and current Reserve of $435,351 to a Net Method LIFO can be contacted at 866.842.1638, or by
programs. Note that all types of discounts reserve of $650,685, a 49.5 percent increase. e-mail at bholst@autosuccess.biz.
26 www.autosuccess.biz

28. sts ms ls fis sf
DrewSteketee
leadership solution
I Enjoy Flying Almost as
Much as I Enjoy Selling Cars
Attending auto Aside from the pleasure and time savings he Once you earn your pilot’s license, you don’t
auctions isn’t just a derives from flying himself, he says the ability have to buy a plane. About half of all pilots
business endeavor for to attend so many auctions, coupled with the rent their aircraft, at a rate of $60-$120 per
Toyota dealer Richard flexible schedule being his own pilot allows, hour including fuel and you only pay for the
Mee. It’s an excuse to has positively affected his bottom line. time the engine is actually running.
get behind the controls
of his five-seat Bonanza airplane. “Being able to get there early enough to pick For Mee, the ability to fly has changed his
through the inventory allows us to buy an extra life.
Mee, who owns Liberty Toyota in Burlington, two to three cars a week,” he notes, which
N.J., is a licensed pilot, one of a growing translates to up to $6,000 in added profit. “You can travel on your own schedule and
number of car dealer-pilots around the country. really maximize your time, particularly when
They’ve discovered that flying themselves is a Mee’s love affair with flying began in the early it comes to the weekly auction routine,” he
more efficient way to get to auctions, industry 1970s when he served in the Navy as a non- says. “When traveling to Connecticut, for
meetings or just about anywhere rather than flying member of a helicopter crew. He joined example, you can save a whole day.”
flying commercially – or even driving. the base flying club, which allowed enlisted
men to take flying lessons for about $6 per Jumping on every chance he gets to fly, Mee
His weekly trips from South Jersey to hour. He completed most of his training in the also pilots his Bonanza whenever Toyota has
Manheim, Pa., and Hartford, Conn. service and finally earned his private pilot’s its national dealer meeting within 1,000 miles.
– a minimum of two and a half hours flying certificate in 1976. He has since earned an In the past five years, that’s included Chicago
commercially or four hours by car one way, instrument rating, allowing him to fly at night and Atlanta. And during a dealer meeting in
are short hops in his Bonanza A-36. Manheim or in inclement weather, as well as multi- Las Vegas a few years ago – to which he flew
is a mere 31 minutes and Hartford is a shade engine and commercial ratings. commercially – Mee rented a Piper Archer and
over an hour, so he doesn’t have to waste flew two other dealers over the Grand Canyon,
a whole day. More importantly, he arrives Today, flight instruction costs around $90 an experience he calls “awe inspiring.”
relaxed and ready for action. per hour. Depending on where you live and
His plane is a nice perk for employees, too.
Each year Mee rewards his service manager
and used car manager with a flight to
Daytona, Fla., for Bike Week. They send their
motorcycles down on a trailer ahead of time.
He’s even flown special customers who’ve
wanted to take sightseeing flights up and down
the Hudson River to see the spectacular views
of New York City and the Statue of Liberty.
“Pretty much any opportunity I get to go
flying, I go,” he says, noting that he also
travels for golf and skiing trips with his
wife and three grown children. Destinations
have included Cape Cod, Myrtle Beach and
northern Florida. He proudly says his daughter
Renee, 17, has caught the flying bug and hopes
to earn her license.
Mee plans to soon earn his air transport pilot
license, which is required to fly for the airlines,
Toyota dealer Richard Mee but he insists he’s doing so simply to become
more proficient, not because he’s looking
“The work of going through a huge lot full how frequently you take lessons, earning a toward a career change.
of cars just isn’t as tiresome when you’re private pilot’s certificate runs anywhere from
fresh after a short flight,” says the 53-year-old $3,500 to $6,000. To see if learning how to “I enjoy flying almost as much as I enjoy
Mee, who opened his dealership in 1995 after fly is for you, an aviation industry program selling cars,” he says.
owning an Oldsmobile dealership. “There’s a called Be A Pilot can give prospective flyers
lot to be said for that.” a chance to take the controls for just $49, at
over 2,100 participating flight schools across Drew Steketee is president and CEO of
A single-point Toyota dealer, Liberty sells the country. Car dealers who want to test-drive the nonproÞt Be A Pilot program, based in
about 2,000 new and used vehicles a year and an airplane can register for the discounted Washington, D.C. He can be contacted at
had $61 million in sales in 2004. That same lesson at www.beapilot.com, or by calling 866.842.3397, or by e-mail at
year, he added the Scion brand to the line. 866.842.3397. dsteketee@autosuccess.biz.
28 www.autosuccess.biz

29. sts ms ls fis sf
KirkManzo
sales and training solution
The Personal Touch
Have you ever noticed be effective until some solution can be found.
that when a sales This is not a time to be judgmental; remember
person has something you are just trying to help them get this off
distracting them, it is their chests so they can get back to business.
very difficult to get Just let them talk.
them to sell cars? So,
how do you best address this reality? How do you think the team is doing?
Do you think it is possible that your sales
Sales managers are required to wear many people might discuss something with another
hats and play a variety of roles within the sales sales person before they would ever discuss
team: overseeing the sales effort, ordering it with you? The idea behind asking this
inventory, hiring and firing sales staff, question is to stay ahead of problems before
conducting training, etc. However, it is the the hot potato lands in your lap. You are not
role of coach and mentor that really separates attempting to compromise any confidences;
the average manager from the great leader. you are just trying to stay ahead of a potential
issue. When the sales person in question feels
The old adage holds true. “People don’t care ready to talk, at least you will be prepared to
how much you know until they know how appear wise and sage rather than judgmental.
much you care.” The best strategy you can This will build the trust you want and need in
put in place is to establish the daily habit of your sales team so you can get the best out
meeting with each sales person one on one. of them.
I realize some of you are thinking how in the
world am I going to find time to meet with What can I do to help you succeed?
every sales person every day? The first thing They need to know you really care. Keep the
you should examine is how many sales people focus on their improvement. Sometimes you
you are supervising. Each sales manager will not be in a position to address all of their
should be able to effectively supervise five requests, but at least someone is asking.
to 10 sales people. More than 10 becomes
counterproductive. For our conversation, let’s Sometimes there will be little, if anything,
use seven. personal to discuss, but in time your
relationship and their trust in you will grow to
Conducting seven, one-on-ones daily may not allow for more open and frank conversations.
be practical. Learn to walk before you run.
Break the seven sales people into two groups. Once you have asked the three personal
Group A (four people) will meet with you questions go directly into reviewing their
on Monday, Wednesdays and Fridays, while most recent sales and unsold prospects.
Group B (three people) will meet with you on Review each customer sold for profit front and
Tuesdays and Thursdays for the first month. back. When they do a good job, congratulate
The second month, flip the days so Group A them, and ask, “what did you do to make this
will meet with you Tuesdays and Thursdays. happen?” They should have an answer. If they
Over eight weeks everyone will have the do not, then the only thing you can do is say
same number of meetings. By the way, no they were lucky, and that is no way to build a
they do not have to come in on their days off successful sales career. If they did poorly (low
for their one-on-ones. gross) ask them why and what did they learn
so that presented with the same situation next
These meetings should be conducted on an time, what would they do differently? Repeat
individual basis in a private setting, not on the the same approach for each unsold prospect.
showroom floor. The idea is to be in a place
where you can both speak openly and not Remember, consistency on the part of a
be worried about someone overhearing the manager or supervisor is one of the top
conversation. reasons people perform to their potential and
stay with an organization.
You should remember to deal with your sales
person as a person first and as an employee Be a coach and mentor to your people. Go
second. They realize you are their boss there make something happen!
is no need to remind them at this time. Always
start by simply asking these three questions. Kirk Manzo is the general manager
at Ziegler Supersystems. He can be
How are you doing? At home? At work? contacted at 800.858.6903, or by e-mail at
If something is bothering them they will not kmanzo@autosuccess.biz.
march 2005 29

30. sts ms ls fis sf
MichaelYork
sales and training solution
Amazing Free Information, Only $14.95
If you’re bored or have more ideas; gain wisdom and so on. The fact is:
boring or like being Most people won’t do what it takes to become
average…DON’T But you didn’t know where to find it, until great, even when they know what it is. There
READ THIS! now. (Many will still never make time to use is no lack of opportunity for greatness, only
Please move along. it). Now what’s it worth? To one, thousands a lack of resolve. An apathy or attitude that
or hundreds of thousands, yes even millions. says “it’s too hard” or “it costs too much”
For the rest of you sticking around, it’s not To another? Hey, I said it was free, so that or “what’s the use?” That’s why the price
a misprint. You can get links and pages and must be what it’s worth. doesn’t matter as much as the value. It’s why
books of free information for one low price wanting and wishing are common and why
… just slightly more than free. That’s the paradox: Price vs. value. Seeking the reward of results will always be largely a
and doing vs. wishing and hoping. That’s the product of an individual’s resolve. Will you
What if it were true? That on the sites of mystery of life and success. It’s really no or won’t you? That’s the question.
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There’s information on how to sell more The good news and bad news? There’s plenty There’s plenty of free
of your stuff; how to become better at of free information that’s too expensive information that’s
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30 www.autosuccess.biz

31. sts ms ls fis sf
MarkTewart
sales and training solution
The Power of Action
I was recently invited scary – I didn’t know. is indisputable that a small minority will
to be a guest lecturer move through their fears and excuses and
for an entrepreneur From my days as a general manager and begin to take action on the necessary steps
class at the University leader of people in dealerships to my now for success.
of Cincinnati. In the many years of training, consulting and
question-and-answer sharing with people in dealerships all over In the last few years, I have begun to unlock
portion of the program, the professor asked the world, I have constantly been stumped and share some of the secrets to taking
me to sum up what I felt was the most by the lack of action by the masses. The truth action and achieving success. Unfortunately,
important message I could stress to the class. continued on page 45
My reply was one word – ACTION.
At a sales seminar I was giving, I was going
DEALERS MUST BE
over low- to no-cost marketing strategies
designed to increase leads for sales people.
At the first break after the marketing section,
one of the sales people in attendance who
ON TELEVISION!
had flown across the country to attend,
got on the phone and called a list vendor I
had suggested during the class. Before the
break was over, he purchased a large list
for a small cost, created an outline and had
begun to write the letter based upon proven
copy writing techniques and marketing
strategies. Afterward he was able to express
See why over 100 dealers nationwide have
the value of the campaign to the dealership INCREASED SALES MORE THAN 30% IN
management and they agreed to cover his
costs of his campaign. LESS THAN 90 DAYS WITH TELEVISION!
We produce nearly 4,000 commercials
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will ever write media buying technology, we buy television as
their goals and much as 30%-40% more effectively than any
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their desires and UNLIMITED TV CAMPAIGNS
action plans to get AND PROMOTIONS!
there. Clarity of Call for a FREE demo tape and information.
thought creates
questions that
bring answers. Larry John Wright, Inc.
Automotive Advertising
At the end of the day, I was having a “America’s Premier Automotive Advertising Agency”
conversation with the promoter of my
1-800-821-5068
seminar and I asked him how many people
would take action on that one idea. His
answer was few, if any, other than the one
sales person. He asked me why I thought that
was the case, and my answer was simple and
march 2005 31

32. sts ms ls fis sf
JoeVerde
sales and training solution
The Value of Follow Up: Why Aren’t
Manufacturers Helping More With Customer Retention
In many cases, they a call by a stranger at the factory can never 2. Keep it simple.
are, and that’s great. be as effective as an individual follow-up Another very common error manufacturers,
But is the factory call or note from a sales person personally or dealerships and sales people
doing your follow-up at least from your own internal staff. make is that they have someone create
the answer to your a very professional, slick-looking mail-
long-term success? What is follow-up? out, but their goal is to make the customer
On-going follow up is just advertising, but think it’s from them.
Follow-up is critical, and the truth is most on a personal level. It’s just to keep your
managers don’t know how to set up an sales person’s or your dealership’s name What’s wrong with a slick looking
effective follow-up program for their sales in front of the customer on a regular basis. mailer? Well, it looks like it came from
force or how to manage it effectively every And if we look at advertising and what the follow-up factory, not from you or
day. That, plus a lot of managers just aren’t makes it effective, the key to any effective your sales person personally. The further
willing to insist that their sales people do the advertising campaign is consistency and away you get from the personal touch,
job they were hired to do (of which follow- repetition. Present a consistent impression the more your returns diminish.
up is one of those critical responsibilities). over and over again.
Save yourself a ton and keep it simple.
Manufacturers do try to help out, and To see an example of an effective
they encourage their dealers to build their follow-up program, look on your garage Why won’t they follow-up?
repeat business. The problem is none door, your front door or in the mailbox. The biggest reason sales people don’t follow
of this outside help will ever be as If you’re like most people, you have a up with their customers and prospects is that
effective at building that customer real estate agent in your area who does an management doesn’t require it. Because
loyalty in your dealership as a good effective job of doing their follow-up most managers don’t understand follow-up
sales person who is personally doing his or advertising and prospecting. They’ve been and don’t know how to do it personally, they
her own follow-up would be. leaving their literature on your doorstep can’t teach their sales people or even work
every 30 to 45 days for years. with them to do an effective job of building
Why? Because selling is a people business. or maintaining a customer base.
That’s not just a statement by someone, In the beginning, those pieces of literature
that’s a tracked fact. were a nuisance from someone you To get back to the original question about
didn’t know - and you probably wish manufacturers creating loyalty from our
71 percent of our customers they’d stop sending you stuff. The point customers - just assume it will never
said they bought because is that over time, through repetition, happen. Then instead of waiting for
they liked the sales person. you began to recognize the person, their someone else to come along and build your
company and the services they offer. And customer base or save your dealership with
How do manufacturers improve customer when someone mentions real estate, you a great retention program, do it yourself and
retention? Good credit terms, owner loyalty immediately think of the agent whose been do it now!
bonuses, providing a good product, backed by following up.
a comprehensive warranty and an assurance Start now! Too many people never start
of good service if there’s a problem. Two big tips with follow-up materials... because they can’t see how it works. Don’t
1. Repetition - the key to success. worry up front how everything will work
Sure, they can set up the big DDC in the sky One of the biggest errors people make out or how to create the perfect follow-up
and they can follow-up for your sales people, with their follow-up systems is that system ... just start now and you’ll begin to
but that should be your responsibility, not they don’t include enough repetition to see measurable results within 45 days.
theirs. You can contract out the job to a create the recognition required for people
company to do the follow-up for your sales to do more business with you. People Don’t keep waiting - do something now!
people, too, if that’s what you want. won’t remember you very long from
just a single contact or two. Like the real Joe Verde is the president of the Joe
When you look harder at selling and follow- estate agent or those charge card applications Verde Group. He can be contacted
at 866.429.6689, or by e-mail at
up and how they work together, you begin to we all get weekly - you need a long-term, jverde@autosuccess.biz, or visit
understand why computer generated stuff or repetitive program to be effective. www.joeverde.com.
32 www.autosuccess.biz

33. TOP 10
BEST OF THE BEST
NADA
2005
CONGRATULATIONS!
#
1 eDealer of the Year:
RedMcCombs.com
500 Extra Sales $750K in Extra Profit Closing Ratio Increase 600%
100 $60k 3%
500 $750k 19%
RedMcCombs.com increased their sales RedMcCombs.com increased their gross RedMcCombs.com increased their
from 40 vehicles online per month to 500 a profit from $60K a month to over $750 a closing ratio from 3% to 19%
month and their cost per sales is lower month and their CSI is higher.
RedMcCombs.com uses
BZRESULTS.COM
Call (877) BZ-TOOLS For a FREE eCRM Biz Plan
298-6657

34. sts ms ls fis sf
KarenDillon
leadership solution
Increase Sales, Customer Satisfaction
and Loyalty in the Service Department
With the reduction • Training – Your service advisors experience in your dealership. Also,
in vehicles coming need sufficient training so they are customer satisfaction is notoriously hard to
across the service comfortable asking the customer to measure and interpret. Customers describing
drive, due to vehicle purchase additional services. This themselves as “satisfied” are much less
quality improvement, training must be on-going and should likely to stay loyal to your dealership than
extended manufacturer provide them the proper word tracks, so those who are “totally satisfied.” Gauging
maintenance schedules and loss of service they can be successful. Fear of rejection their loyalty is critical, as it will let you
work to independent repair facilities, we will come into play on the service drive know where you need to make changes and
must maximize the revenue from every as it does in any sales situation. If improvements. A number of companies
customer we do see. service advisors are confident in their employ secret shoppers who rate their
ability to properly present the necessary experience with that company. Management
This can only be accomplished effectively services to the customer and do this will generally provide them a checklist
at your dealership through proper planning, consistently, you will see a definite and they will rate each area, based on their
training and goal setting. increase in your average $/RO. personal visit and experience. If you really
want to know how your dealership service
• Planning – A definite process must • Goal Setting – When you initially department is being perceived by your
be in place so the advisor is fully put your plan into place, you should customers, you need to make a concerted
aware of the service history of the establish sales goals for each service effort to put yourself in the customer’s shoes.
incoming vehicle and is ready to greet advisor. They should be reasonable, Also, having a secret shopper is one way to
each customer and make the additional measurable and reviewed on a monthly gather unbiased feedback.
recommendations for service for which basis for adjustment.
the vehicle is due. Good management means all associates
Pull the ROs for the last 100 people who at your dealership are on board with your
came into your dealership for service and goal of exceptional customer service. You
review the service history for each, you’ll then need to be sure your customer-facing
find 80 percent of these would have had up- employees have the information and
PRACTICES sell opportunities. authority to solve customers’ problems.
Next, create an environment in which people
Once you have this process in place, it is are motivated to want to provide stellar
imperative that you take a serious look at service and then teach your employees
how you turn your less-than-satisfied and how to deliver great customer service.
Limited Seating satisfied customers into totally satisfied They should never hear you make negative
May 19th & 20th, 2005 and loyal customers, as this is a critically comments about a customer who comes in
The Venetian Hotel & Resort important step in increasing customers in with a complaint - they should understand
Las Vegas, NV both your service and sales departments. that there are customers who are pleasant to
Dealers & Managers Only deal with and those who aren’t. Many times
As more and more incentives are tied to CSI, if you handle the most difficult customer’s
Two days of intense learning. dealerships face increased challenges as they issue promptly and effectively, he or she will
Improve your results no matter continue to look for ways to satisfy their become your most loyal customer.
how well you are already doing. customers and keep them loyal. This is most
difficult in the service department. When a And, remember, last impressions are lasting
Special hotel room rates for customer purchases a new or used vehicle, impressions. Be certain that the last thing
attendees only * there is the initial euphoria of ownership, the customer hears when leaving your
which assists with increased customer dealership is, “Thank you. We appreciate
ONLY $595 satisfaction; however, when the car is in for
maintenance or repairs, we don’t enjoy that
your business.”
fully transferable, no refunds
same customer outlook. Many times, the
CHECK attitude of the customer is more negative -
from the inconvenience, cost or both.
Call Now
800.849.4113 The primary driver of long-term profitability
is customer loyalty, and providing top-notch
customer service fuels that loyalty. But
or visit www.autosuccess.biz Karen Dillon is the president of
for more information acting on such knowledge is surprisingly TimeHighway.com. She can be contacted
* must be an attendee and register by April 26th, 2005
complicated. To really please customers, at 800.901.3170, or by e-mail at
you must know how they perceive their kdillon@autosuccess.biz.
34 www.autosuccess.biz

35. Increase Sales by
20% in 10 Minutes
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After seven years with ProResponse I can still say it is
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The Koons Automotive Group sold over 44,000
vehicles last year with the help of ProResponse.
-Alex Hafer General Manager
TOP 10
BEST OF THE BEST
ProResponse is the only system I have ever used where NADA
the sales people are actually motivated to use it. Our 2005
new car sales are up 21% in one year.
-Jeffrey Abel President, Miller Toyota
Our closing ratio has improved 38% and our
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implemented ProResponse we averaged 160 cars a
RORESPONSE
866.596.6889
month, an average month is now 350!
-Kevin Cohan General Manager, Jim Coleman
Cadillac Infiniti Toyota
Available in Spanish www.ProResponse.com

36. sts ms ls fis sf
BruceThompson
marketing solution
Big Box Retailers and
the Automotive Industry
The retail world Millions of dollars are tied up in dealership quickly retail. The difference to the dealer is
has been drastically inventory. A vehicle is an asset, just like a thousands of dollars. An aged front line unit
redefined in recent stock. We would not buy stock unless we had loses $1,800-$2,100 at a brick-and-mortar
years. We now have researched it enough to make an educated auction. An average retail sale will gross the
Wal-Mart, Circuit decision. Also, we would put a stop loss on dealer $2000 in front and back-end profits.
City, Best Buy, Home the commodity to quickly liquidate it should Therefore, the wholesale/retail delta on an
Depot, Lowe’s, Sam’s, and Costco to it not perform. Typically, in the used car aged unit is $4000.
compliment our new Big Box neighborhood business we buy a vehicle because we like
grocery stores. These companies are making it; not because we know on average, if we The key is knowing how to accurately
money and achieving phenomenal growth. have a cost basis of $15,000, it will sell on set your retail prices. Once you have this
They keep pushing the envelope for new our lot in 13 days and yield a $1,700 front- intelligence, you simply install and enforce
technologies and processes to sell more end profit. We also have no real processes the right processes around it.
products in a more efficient manner. around aged inventory. We try to retail out
of it, instead of methodically re-pricing and 3. Big Box Retailers embrace technology
We can learn a great deal from the Big Box merchandising our aged units. and innovation. They are continually looking
Retailers. CarMax certainly has. Circuit to develop better inventory tools.
City’s fingerprints are all over the CarMax The used car manager needs to be a
business model. They have applied the same retailer. An inventory manager or inventory There are inventory management systems
type of inventory controls and processes department can fulfill inventory needs on the market today that are partnering with
they developed for their electronic products. with the help of a sophisticated inventory brick-and-mortar auctions to help dealers
As a result, they have been able to succeed at management system. acquire the right inventory at the right
Big Box Used Vehicle retailing where others price. Through an intelligent online auction
have failed. They have broken through 2. Big Box retailers price their inventory platform, dealers have the ability to bid on
automotive cultural barriers to bring a according to the market. Dealerships price a filtered supply of vehicles. Based on their
sophisticated inventory mentality to the used their vehicles according to what they have own historical sales information and local
car industry. in them. To help dealerships achieve better market data, they only have the opportunity
position in the marketplace, there are new to bid on vehicles they need and vehicles that
What are the major differences between Big technology tools. These tools help dealers perform extremely well. The system matches
Box retailers and Automotive retailers? acquire and aggregate previously confusing the dealer’s vehicle needs to available online
vehicle market pricing data and deliver it in a inventory supply. It’s like a customized lane
1. It does not make sense for a single way that allow dealerships to competitively for each dealer.
position to control both retail operations price their inventory. The tool will take a
and inventory responsibilities. Not only is VIN and search all competitors’ advertised Dealers are now adopting this tool and as a
the Used Car Manager responsible for the listings of the same vehicle within a 50 mile result are seeing much better performance
management of his department, he or she is radius of the user. It will even compile all with their used vehicle departments. They
also responsible for wholesale buying and the listings with similar odometer readings, are turning inventory quicker, making higher
selling of his inventory. If a manager has average them and give the user an accurate gross and eliminating wholesale loss.
the sole responsibility of merchandising and Suggested Retail Price. The user can then
retailing his inventory, the retail results will drill down to see his competitor’s online Technology is finally making its way into the
be much better. When a manager is at the listings. used car industry. As we learn from other big
auction two days a week and dealing with box retailers, we need to embrace and apply
wholesalers the balance of the week, then If retail prices are set competitively, we those technologies and processes that help
he or she is being pulled in two completely have a much better opportunity of retailing us be better.
different directions. vehicles quickly. Inventory turn is crucial
because it can tie up a dealer’s cash reserves.
An inventory manager should have the Vehicles are depreciating assets and
responsibility of stocking the lot accurately therefore need to be sold in a timely fashion
using intelligent inventory tools. “I think, to maintain margins and avoid wholesale
I feel” decisions need to be eliminated as loss. As sophisticated retailers, we need to
we acquire vehicles worth thousands of reduce our margins as a vehicle ages; not
dollars. If the inventory manager has done margins in relationship to costs, but margins
his job, the used car manager can focus on in relationship to the market. If I have the
retailing inventory that is optimized for his cheapest ’02 Mustang GT in the market, Bruce Thompson is the chief executive
ofÞcer and founder of American Auto
lot. This is exactly what CarMax has done. the odds are I’ll be able to sell it. Once Exchange. He can be contacted at
Inventory managers don’t have the same job inventory has aged 35-40 days, it should 800.901.3017, or by e-mail at
responsibilities as the sales manager. be aggressively market priced in order to bthompson@autosuccess.biz.
36 www.autosuccess.biz

37. TOP 10
BEST OF THE BEST
NADA
Belinda Wortherspoon, 2005
Wolfington Group Call Center Operator
THE BEST KEPT SECRET IN THE
AUTOMOTIVE INDUSTRY!
ASK YOUR 20 GROUP! toll free 800.331.9361
MILHAM
DICK
FORD --- TOYOTA --- SCION --- SAAB
3810 HECKTOWN ROAD • EASTON, PA 18045 • PHONE: 610-253-9191
To Whom It May Concern:
On behalf of our entire dealership we wanted to take a minute to let you know that everyone at our dealership really
enjoyed working with all your people. We were extremely pleased with the great job everyone did at our sale. We had
a manager’s huddle after your people left and covered a few ideas that we picked up from your desk Managers, Dave
Gifford and Mark Walton along with your closers. Our finance people picked up a few good points that they know will
help them pick up gross profit. Your salespeople along with your lot gentlemen made the place look so good, with all
those balloons and tags on the cars, we know it built excitement for the customers that entered our dealership on those
3 days. And your clown, Padro did great with all the children while their parents bought cars, he was very good. We
can’t thank you enough for all the help and ideas. Our greeters even picked up a few good ideas from your girls. We
look forward to our next sale with the Wolfington Company. Your people were positive and full of energy.
Please pass this letter along to all the people who helped, so their efforts don’t go unnoticed.

38. sts ms ls fis sf
ScottJoseph
marketing solution
If You Want Real Growth
Start With the Simple Fundamentals, Part 2
Last month we using a related or similar view when ad concept against another. One headline
discussed the you are tempted to abandon a winning, against another. One TV or radio commercial
importance of putting producing and profitable approach of which against another.
more of your ad you grow.
dollars toward direct- When you test one approach against another
response advertising, If you have found the combination to your and carefully analyze and tabulate the results,
the importance of making it easy and fun customers’ responsiveness, keep going until you will find that one approach substantially
to do business with you and to make sure in the combination stops working. outpulls all the others by a huge margin.
every ad you run to tell the customer why You’ll be amazed at how many more cars
you are making a particular offer to them. Regardless if it is TV, radio, newspaper or you can sell with the same time, effort and
direct mail, always focus on the intended money.
This month we’ll wrap up the simple customer and no one else!
fundamentals of marketing by covering How many times have you scanned an ad If you run ads in newspapers, TV or radio,
three topics that can make or break any in a newspaper and not had the slightest test different approaches, different headlines,
advertisement you run. idea what it was all about or from whom hot-button phrases, packages, pricing, and
the information was intended for? Even bonuses on top of the basic offer.
Stick with marketing campaigns that are worse, you had to search to figure out which
still working! dealership ran the ad. Once you identify the most successful
Many dealerships change campaigns combinations, your work has just begun.
indiscriminately in mid-stream. In the Remember these key points: Keep experimenting to come up with even
process they: 1. Attract the attention of your target better approaches that outpull your current
1. Don’t let the cumulative effect of a audience in your headline or opening control. Your control is the concept,
winning concept work for them. remarks. approach, offer or sales pitch that has
2. Don’t allow the dynamics of testing 2. State your proposition or offer. consistently proven, through comparative
to work for them. 3. Use the rest of the ad to develop, testing, to be your best performer. Until you
3. Make a patchwork quilt of their support, and present your offer and establish your control concepts, techniques
company’s image and persona. your reasons why the prospect should and approaches, you can’t possibly
respond to it. maximize your marketing. Once you find
Dealers get tired of their advertising and 4. Finally tell the prospect how to act. your control, keep testing to improve on its
marketing campaigns long before the performance, thereby replacing one control
marketplace ever tires of them. From now on, always telegraph your with a better one.
message only to the people who are your
Test to find out which ad, marketing or sales primary prospects. And never again be An ad costs you the same amount of space,
approach works best. Then, only change that content with humorous, nonspecific or production time or airtime whether it
approach if and when a new ad or concept abstract headlines or ads. produces 100 ups, 1,000 ups or 10,000 ups.
outperforms your benchmark. Continually Therefore you should start testing everything
experiment with new ideas, ads and concepts Test and Measure the Effectiveness of right now.
without abandoning the one that works Your Advertising to Improve Your ProÞts.
best. If an approach works, don’t arbitrarily The purpose of testing is to develop For some this seems like a lot of work.
abandon it – only replace an approach when maximum performance from every Some people take their total ad budget
you have verified and validated a more marketing effort. Yet, it’s amazing how for the month and simply divide it by the
successful and profitable successor. few dealerships ever test any aspect of their number of vehicles they sell each month.
marketing and compare it to something When that figure comes out to be $250, $350
Most ads or commercials produce only a else. They bet their destiny on arbitrary, or $450 per car, they think everything is OK
modest percentage return every time you run subjective decisions and speculation. and doing well. The reality is if they actually
them. Direct-response ads usually produce a took their ad budget and divided it by the
1/2 percent to 3 percent response. You may First, we don’t have the right, or the power, number of deals actually sold from a specific
have to run them 200 times before you even to predetermine what the marketplace wants ad that number would skyrocket to more
begin to saturate your market. and what the best price, offers or hooks will than $800 per car. Wouldn’t it be great to
be. Rather, we have the obligation, and the finally know exactly what ads are bringing in
The only vote that’s relevant is the vote of power, to put every important marketing all the traffic and, more importantly, which
the marketplace. question to a vote by the only people whose ones are not?
ballots count – prospects and customers.
Test different concepts, approaches and
Scott Joseph is the president of J&L
ideas, but never abandon your benchmark How do we put a marketing question to a Marketing Inc. He can be contacted
ad or concept until you find something that vote? By testing one sales thrust against at 866.429.6846, or by e-mail at
pulls better. Try to develop new approaches another. One price against another. One sjoseph@autosuccess.biz.
38 www.autosuccess.biz

39. TOP 10
BEST OF THE BEST
NADA
2005

40. sts ms ls fis sf
BryanHopkins
marketing solution
Internet Department Generates Extra Sales
While Elevating Skills, Morale & Professionalism of Entire Sales Team
Family owned and 2. Personalized Response & 4. ISM transfer to ESM:
operated since 1959, Phone Call: Once the ISM sets an appointment, the
Ted Britt Ford has The Internet Sales Manager responds to ESM and appropriate sales manager
been recognized 11 the lead with a personalized response are brought up to speed with all the
times as a leader in within 20 minutes and immediately background information they need to
customer satisfaction follows that with a phone call to set make it easier to close the deal. The
by Ford Motor Company. The dealership has the appointment. The personalized customer’s name is showcased on an
received the “Distinguished Achievement response contains all the information appointment board, the vehicle they’re
Award” for sound business practices while the customer requested plus detailed interested in is cleaned and parked out
also being recognized in the Washington information on four new cars and two front and the ESM clears his or her
metro area as the top-rated Ford Dealership used cars. Ours is a very competitive schedule a full 30 minutes before the
for service and repair and as the Washington market, and if you don’t give the customer arrives.
metro area’s top-volume Ford Dealer. With customers what they ask for they’ll go to
so much going right in sales and service, someone who will. We also discovered The mentor program has proven to be a great
we were determined to hold our Internet that people don’t always buy the vehicle motivator for our people and a great way
department to the same high standards. they originally inquired about, which is to create a more comfortable and pleasant
When I came on board five months ago, there why we offer alternatives. When a process for the customer. To qualify as a
were two people handling all the leads and customer inquires about a new vehicle, mentor, a sales person must sell at least 15
selling about 15 to 20 cars per month, and the ISMs respond with MSRP, invoice, vehicles per month on a six-month running
it appeared that they were doing well. The available rebates, and stock numbers on average and maintain higher than average
challenge was that we had no idea how many four new vehicles, as well as Internet CSI scores. In exchange for training and
leads were coming in, what the conversion pricing on two used vehicles that are mentoring new members of the sales team,
ratio was, the appointment ratio, the show similar to the requested model, but less the mentor earns the right to work with
ratio or the closing ratio. When we put those expensive. appointments, that are set by the Internet
metrics under a microscope, we realized we department. More high quality opportunities
were missing some opportunities. for the sales people, more communication
Years ago, sales
between departments, greater incentives to
When we began closely tracking and achieve and maintain above average volume
measuring our performance results, we people ran away and CSI scores result in a better experience
found that an unacceptable number of
people who submitted a lead were showing from Internet leads, for the customer, extra sales for the dealership
and a highly skilled and incentivized sales
up for their appointment but not buying a but today our best force. It’s a win for everyone involved.
car. We realized we were unprepared when
the customer arrived and that the Internet
leads come from Years ago, sales people ran away from
appointments were often handled by an our Web site, and Internet leads, but today our best leads come
inexperienced sales person with minimal sales people want from our Web site, and sales people want as
as many as they can
product knowledge who lacked the skills many as they can get because we’ve already
and know-how to build value in all that our started to build a relationship with these
dealership has to offer. Our new Web site, get because we’ve people; they know who we are, and they’re
www.TedBritt.com, was generating more
leads than ever before, and we needed a already started to impressed with the response they get from
our Internet Department. The comment
way to handle these leads that would live build a relationship I hear from our customers over and over
up to the Ted Britt standards of excellence
in customer service. To handle the traffic
with these people; again is “Wow … this is real time!” because
they’re not accustomed to getting an e-mail
increase while simultaneously bringing more and a phone call to answer all their questions
new sales people up to speed, our training within 20 minutes. The great thing about the
partner suggested we modify our Internet 3. Automated Follow Up: Internet is that you can track and measure
sales model to incorporate an Executive Sometimes the first round of phone calls everything, and right now our closing ratio
Sales Mentor (ESM) program. As a result, results in an appointment, but often the from the coupon leads that come from our
we’ve increased Internet sales, closing longer buying cycles require ongoing Web site is 29.9 percent. If you were a sales
ratio, customer satisfaction and employee e-mail follow-up. The great thing about person, would you rather deal with those
satisfaction while reducing turnover with the our system is that it automates really odds or with a walk-in who knows nothing
following model: cool and appropriate e-mail follow about the dealership? I know what the
up when we put in the lead status. answer is at our dealership.
1. Central Internet Hub & Customers will get video presentations
Auto Response: and customized e-mails for 30 days
All inbound Internet leads (regardless depending on the status of the lead, Bryan Hopkins is the Internet director at
of source) come to a central hub and which allows the ISM to focus his or Ted Britt Ford. He can be contacted at
are dispersed to the appropriate Internet her energies on calling the customer to 866.842.1968, or by e-mail at
Sales Manager (ISM). schedule an appointment. bhopkins@autosuccess.biz.
40 www.autosuccess.biz

41. TOP 10
BEST OF THE BEST
NADA
2005
march 2005 Advertisement

42. sts ms ls fis sf
DavidKain
marketing solution
Relevance and Timing
One of the greatest music player enough to motivate you to sure it is relevant to the consumer. Your
challenges faced do some research through various means chances of having the e-mail opened
by dealerships is – visit the Web site, visit a store or ask a go up considerably if the subject is
discovering the friend to borrow their player. Now that your relevant. Even if the customer doesn’t
right mix of e-mail filter is open to this product, you will likely open the e-mail, you gain an advertising
communications to stimulate a customer notice that they are everywhere you look impression if your subject includes the
to action. This is always part of a lively – on television, radio, billboards, e-mail and type of vehicle he or she is considering,
discussion among Internet managers at your desire to purchase is increasing each plus your dealership name. Remember,
workshops where I often hear “I wish they day. However, you are setting aside a few this is a marathon and not a sprint with
would just let me know they are receiving bucks each day to make the purchase and some customers.
my messages” or “I would just like them to you don’t have the amount needed yet. Your
respond at all – even if it is to tell me no.” To purchase depends on when you’ve set aside • Logo – Second to your subject line is
these statements, the best answer is to try to enough disposable income. As a result, the your logo when trying to create a lasting
think like your customer. ads you see are relevant but the timing is not impression on your consumer. Consider
right. The consumer typically responds to your dealership stationery or your
Thinking like the customer is easier said than advertising best when it is relevant and the business cards – both have your logo
done but let’s start with your own experience timing is right! on them and afford you the benefit of a
in reviewing your personal e-mail inbox. quick impression on your customer. I’m
The typical e-mail inbox consists of a variety certain you would not consider mailing
of offers from obscure companies offering a letter to your customer on plain white
you anything from low-rate mortgages to Sending boring and paper in a plain white envelope with
get-rich-quick schemes. Admittedly, spam
filters have improved this but, nevertheless, wordy messages will a business card without a logo. Each
e-mail you send should include your
some get by and then there are some from not likely motivate logo.
companies that we actually want to hear
from even if we don’t want to act now. We
the consumer. • Message – Variety and value are
often categorize them as “friend” on our Get to the point, important when considering your
filters. This allows us to scan the e-mail use graphics, message. Sending boring and wordy
quickly and see if there is an offer that is
relevant to our needs.
bullet points and messages will not likely motivate the
consumer. Get to the point, use graphics,
customize the bullet points and customize the message
Relevance is the key to how the e-mail message as much as as much as possible. By all means never
possible.
will affect the consumer. Consider how tell the customers that you are putting
many advertising impressions the average them in an inactive status or removing
consumer is exposed to each day. In them from follow-up or deleting them
researching for this article, I found opinions from your database. This may stimulate
ranging from 850 commercial impressions a few to respond but it alienates many
(Arthur Anderson “Retailing Issues Letter” This concept applies to a dealership Internet who are waiting for the right time to
by Kenneth Banks – Volume 4 Issue 6 Page marketing. When consumers submit a buy. It also makes you out to be a liar
1) to 3,000 daily advertising messages (“Data request for information via your Web site or if you continue to send them additional
Smog Surviving the Information Glut” by a lead aggregator, they seldom communicate e-mails. Be creative and focus on the
David Shenk - HarperEdge, 1997). To say what stage they are actually in despite radial benefit for the consumer.
the least, this is probably overwhelming buttons and check boxes provided to gather
for the average consumer to absorb, so this data. We may wrongly assume if they Finally, be patient and use a good lead
they adapt by filtering these impressions by went to the trouble to submit a request they management tool. When your message is
relevance. If it is relevant, they will read it, are almost ready to buy. This may or may relevant to the consumer and the timing is
and if it is not, they will ignore it. not be the case. However, we can safely right – they will buy!
assume that the information the customer is
Timing comes next and is equal to relevance. requesting is relevant to him or her even if
The filter for relevance may allow the the timing is not now. Passing the relevance
message to get through but if the timing is test is all you need to know what to do next.
not right, the consumer is not compelled to David Kain is the president, Internet and
BDC training specialist at Kain Automotive
act. In considering the effect of timing once Here are some suggestions: Inc. He can be contacted at 800.385.0095,
again you may want to review your own • Subject Line – Your subject line or by e-mail at dkain@autosuccess.biz, or
experience. You may want an iPod digital must survive the delete button. Make visit www.kainautomotive.com.
42 www.autosuccess.biz

43. sts ms ls fis sf
MartyWatts
leadership solution
Applied Window Film Can Lower Temperatures and
Reduce Air Conditioning Cost in Your Show Room
According to the selective refers to the ability of the film films professionally installed require no
California Energy to select or let in desirable daylight, while special maintenance and can be washed like
Commission, blocking out undesirable heat. regular window glass.
30 percent of a
dealership’s cooling The following table shows how different Many conventional films are highly
requirements are kinds of glass and applied films transmit reflective in daylight giving them a mirror
a function of heat entering through light and heat. like appearance when viewed externally.
existing glass. Applied window film is Clear spectrally selective film does not
the least expensive solution to lowering Car dealerships should consider the change the appearance of existing glass,
temperatures and reducing air conditioning following when evaluating spectrally allowing its application on an entire building
operating cost. selective vs. conventional window film: or on as few windows as necessary to deal
with a localized over heating problem.
The good news is conventional tinted and The ideal film would be totally clear yet able
reflective applied window films successfully to significantly block unwanted solar heat The price of dark, tinted and reflective
block a significant amount of solar heat. The and reduce glare. Most dark and reflective window film ranges from $4 to $6 dollars
bad news is that these same films block a films block so much visible light they appear per installed square foot. The best spectrally
significant percentage of visible light while unclear. Clear, spectrally selective film, selective applied window film ranges in
darkening windows and reducing visibility which blocks heat equivalent to many of price from approximately $9 to $12 a square
through the glass. Not only does this cast the darkest films, transmits 70 percent of the foot installed. Installed prices are volume
a shadow on the showroom floor it keeps visible light. dependent. On larger projects such superior
customers outside from seeing in as it performing films may be installed for less.
changes the external appearance of your With a shading coefficient as low as 0.51,
dealership. some reflective films block significant heat Considering the cost of energy used
but many transmit as little as 15 percent of for lighting and air conditioning due to
Most conventional window films transmit the visible light. When considering both heat conventional films inability to transmit
less visible light than the 70 percent rejection and light transmission, spectrally sufficient visible light, the payback for
necessary to be undetected by the eye. The selective films out perform conventional conventional film and spectrally selective
result is a showroom often requiring the competitors. film becomes comparable.
use of increased illumination. This leads
to higher electricity consumption that may Both conventional and spectrally selective
increase temperatures requiring more air- films can be applied to standard single pane
conditioning. Increased utility costs defeat and insulating fixed glass, windows and
the benefit of the film — cost savings. doors. However, to minimize any potential
problems, be sure installers have properly
Marty Watts is the president and CEO
Clear spectrally-selective applied window identified your existing glass. of V-Kool, Inc. He can be contacted
film offers the best ratio of visible light at 800.901.3053, or by e-mail at
transmission to heat rejection. Spectrally- Both conventional and spectrally selective mwatts@autosuccess.biz.
Type of glass or % of daylight % of solar energy shading luminous efÞcacy % of visible light
applied Þlm through glass through glass coefÞcient* constant** reßectance interior/exterior
1/4’’ clear glass
89 77 0.96 0.93 7/7
1/4’’ clear glass with tinted Þlm
37 64 0.74 0.50 6/6
1/4’’ clear glass with
reßective Þlm 37 44 0.51 0.73 18/28
1/4’’ clear glass with
clear spectrally selective Þlm 70 45 0.51 1.37 8/8
* The lower the shading coefficient, the lower the solar heat gain. ** Luminous efficacy constant, a measurement of a window glass or film’s ability to simultaneously block heat and
transmit light. (Visible light divided by the shading coefficient). The higher the number the more efficiently the glass or
film blocks heat and transmits light.
march 2005 43

44. sts ms ls fis sf
AnthonyHall
sales and training solution
The Demo is Not an Option
“If they don’t drive away. It depends on who’s in the driver’s 11. The exception to the previous rule: “Start
the car, they won’t position. the Movie.” Ask the customer where is the
buy the car.” This has first place he or she is going on vacation in
been proven over and 2. If customers refuse to participate in the new car, or who’s the first person the
over, year after year. a demonstration drive, call a time out customer is going to show their new car to
The likelihood of a immediately and get your sales manager and what will he or she think? The prospect
prospect buying a car goes down when he or involved. will start, direct and finish the movie in his or
she hasn’t driven the car. The demo drive is her mind. Fantasies sell a lot of vehicles.
not an option. 3. You should always accompany the prospect
on the demo drive. Many dealerships require Transition to negotiation. Always ask for the
Remember that buying a car is an emotional that the sales person drive first. You have purchase.
experience, and impulse often comes into the opportunity to push up the value so the
play. So take every opportunity to arouse (perceived) price goes down. “Did you like the way the vehicle drove?”
that emotion. The best opportunities occur
during the demonstration drive. 4. In many cases your prospect may not be If yes, “Great! Then is this the vehicle you
familiar with the vehicle or your dealership would like to take home with you today?”
Cardinal Rules of the Demo Drive: area. If a sales person is not with them they The customer may say “Slow down I didn’t
1. Don’t ask if the customer would like to can become confused with the vehicle’s say I’m going to buy it” Proceed with, “I
drive the car. He or she may say no; instead features or the local area. Your prospect’s understand we still need to work out the
show the interior features of the vehicle as concentration is then focused on trying to details, but my question is do you feel this
the last step in your six-point presentation. figure things out rather than on features and is the right car for you? Great, then do me a
While you have the customer in the vehicle how they can benefit the customer. favor when you pull back into the dealership
either say, “let’s go for a ride” or just drive would you pull the vehicle into the sold
5. Use short, commanding statements lane.” Regardless of what your customers
with expectation. You should control the says, simply state:
sequence of events. In most cases, “no
control, no sale.” “You may have noticed I’m not the only sales
PRACTICES person who works here at the dealership. I
6. Always insist the wife drives first and would not want another sales person to take
adjust the seat and steering wheel for her. out your vehicle on a test drive with one of
Very rarely will the wife drive after her their customers, while you and I are inside
Limited Seating husband has driven the car. working out the details for this car, do you?
Well, that’s what I thought.
May 19th & 20th, 2005 7. Everyone that is going to be involved in
The Venetian Hotel & Resort the buying decision should drive the vehicle. In order to help the other sale people know
Las Vegas, NV Remember: It may be his truck but the wife who is interested in this vehicle, why don’t
Dealers & Managers Only is the final decision-maker. you put your last name on the back of my
business card and place it on the dashboard
Two days of intense learning. 8. Have a preplanned route that starts out of the car. This will help cut down on any
Improve your results no matter with right turns. This assist will give you confusion regarding who is interested in
how well you are already doing. control of the demo process. A preplanned purchasing this vehicle.”
route allows your manager to know where
Special hotel room rates for to look for you if something should happen. Always prove the benefits of your vehicle
attendees only * Like running out of gas, flat tire or any other in action. “A presentation without a
problem. demonstration is only conversation.”
ONLY $595 9. Allow the customer to drive as far and as
Remember - your prospects must own the
vehicle mentally before they will pay for it
fully transferable, no refunds
long as he or she feels comfortable. “The feel financially.
CHECK of the wheel makes the deal.”
Call Now 10. On the demonstration drive stop
talking, stop selling and stop fact finding.
800.849.4113 Answer questions and then be quiet. Allow
the customer to experience the car, not
or visit www.autosuccess.biz Anthony Hall is a training consultant
for more information answer the sales person’s questions. Let the at Ziegler Supersystems. He can be
customer experience the car uninterrupted. contacted at 800.610.9047, or by e-mail at
* must be an attendee and register by April 26th, 2005
Don’t distract them. ahall@autosuccess.biz.
44 www.autosuccess.biz

45. continued
continued from page 31 from TV, teachers and even parents are your subconscious. When you write
negative and rooted in scarcity. The root your goals, what are the limiting
even when I share these ideas and suggest of the word scarcity is scare. When was thoughts and feelings that pop up that
simple steps that can guarantee massive self- the last time you saw a movie or TV are implanted in your subconscious?
improvement and eventual success, I know program in which the rich guy was the Once you have identified them, rewrite
that most people are comfortable being good guy? them to erase the limits and negatives.
comfortable. Even when that means being Create a conscious and subconscious
comfortable with below-average results. Is 2. Are you clear in your goal of what that acts in unison.
my statement negative or just recognition of you desire? Have you written it down?
reality? Less than 5 percent of people will ever 4. Write down your top five largest
write their goals and begin to focus fears. Fear can be described as false
Successful people create their own reality. on their desires and action plans to evidence appearing real. We can
Most people who would take the time to get there. Clarity of thought creates escalate fears or goals to reality. Both
read articles like this are part of the minority questions that bring answers. are simply a choice. What are your most
of action-takers. For your action takers, let dominant thoughts? Do your thoughts
me share just a few ideas on action, the 3. When you write a goal, you are lean toward action, achievement,
reasons for a lack of it and some corrective making a conscious choice. Your success and abundance or toward lack,
measures. actions, however, are often directed scarcity and fear?
by your subconscious messages. Often
1. Write down the first 20 ideas and the goals you have chosen with your Only through action can you make the
teachings that you learned about money. conscious thought and the actions you necessary mistakes that will lead to success,
Did you hear these typical messages? take directed by your subconscious are rewards and happiness. Nobody has ever sat
“What do you think we are, rich?” in direct conflict and opposition. This and watched their way to success.
“Money doesn’t grow on trees.” “We is why at times you can feel such an
can’t afford that.” “Money is the root enormous state of struggle. The only
Mark Tewart is the president of Tewart
of all evil.” You are more influenced by way to get past the struggle and create Enterprises. He can be contacted
early learning than you might believe. positive action is to remove the negative at 866.429.6844, or by e-mail at
Many ideas and messages you hear and opposing messages and images in mtewart@autosuccess.biz.
march 2005 45

47. Service Manager Uncovers $10,500
of Hidden Net Profit per Month...
(details on Þle)
With the help of KEEPS, we increased our net proÞt
after attending the
Finding & Keeping Hidden
by $104,287 in one year. We did this with the same
number of techs and less customer pay RO’s than
the previous year.
Sam Lilly, Fixed Operations Director
Royal Chevrolet, Lynchburg, VA
Net ProÞts in Your Service
Prior to KEEPS, we barely made $100,000 net Department WORKSHOP
proÞt combined with 6 Service Departments. Using
the structured processes and highly motivational
pay plans of the KEEPS system our combined Discover powerful new tools for getting
net proÞt should be over $1,000,000 for 2004. Our
customer retention and repeat business has never
been better.
your Service Department to the next level.
Rusty Holcomb, Service Director
A small sample of what you will learn:
Page Auto Group, Richmond, VA
! Eight speciÞc techniques to increase your
I have spent 10+ years working with Þxed operations customer pay effective labor rate by $4.50
trainers out of Birmingham, AL. I learned more in to $6.50 per hour while improving CSI
this workshop than in those 10 years combined.
Dan Folk, Service Director ! Six techniques to design and build highly
Friendly Ford, Monroe, MI proÞtable service menus
! “R.O.A.M.S.” the ultimate technology for
achieving the next level of PROFITABILITY
Go to our website Call Today for a FREE Service
for complete workshop Department Financial Analysis Tool
content details,
dates and locations.
www.keepscorp.com 800.901.2863
This one day workshop comes with a 100% money back guarantee

49. Success Story