The document promotes the Autosuccess Best Practices Summit, highlighting its focus on internet marketing and sales strategies for car dealerships, taking place on November 7-8, 2006, in Las Vegas. It emphasizes the value of case studies and expert speakers to improve dealership performance and generate leads. Additionally, it offers insights into effective advertising techniques and internet sales best practices to enhance dealership profitability.

1. AutoSuccess Best Practices Summit V. Details on Page 4
October 2006

2. We are the smarter place to buy and sell new cars.
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You may not think of AutoTrader.com for new cars.
But a lot of people do. In fact, three million new car shoppers
visit AutoTrader.com every month, and two-thirds of them will be driving
home a new car within two months. With numbers like that,
it’s easy to see why AutoTrader.com is a great way to reach new car buyers.
To reach more new car buyers, call 1-888-249-6860.
©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.

3. Dear M r. Costellos,
T ha nk you for all
tur n y owing us to he
our sales rig lp
ht side up. I a
ver y happ y to hear tha m
57 units ty ou delivered
with a g r o
$193,905 s s pr o fit of
.45. Even bet
your own te r, you did it on
without a sta
f fing company
T his sav ed you $48,4 .
you n 7 6.36. I’ ll se
ext month. T
h e
anks a gain.
If you would like to enjoy the same results
Mr. Costellos did, call Turn-Key Events, the
#1 Do-It-Yourself sales event provider.
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Copyright © 2006 Turn-Key Events and it’s licensors.

4. SUMMIT V
BEST PRACTICES
866.396.7050
Experience real Case Studies
that can help your dealership
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES immediately.
Tuesday and Wednesday,
November 7th and 8th
2006, at the Venetian
Resort and Hotel, Las
Vegas, NV.
Dean Evans David Kain David Chip Perry Ralph Paglia Dale Pollak Phil Sura
Vice President, Field President, Kain Automotive Thomas CEO and President, CRM/eBusiness Director,
Courtesy Chevrolet
Co-founder and Chairman, VP of Automotive Division, Dealers & Managers Only!
Marketing, The Cobalt Inc. Internet & BDC Training Owner, Subaru of Dallas AutoTrader.com mPower Auto UnityWorks Media
Group Specialist Case Study: How Courtesy
You will learn: You will learn:
Case Study: How I lowered
my advertising expense and
Internet Advertising Best
Practices
Chevrolet’s business and
CRM teams grew to over
Gamble in Vegas, don’t
gamble with your used car
You will learn:
- About the repositioning of
Two days of intense
- Internet Marketing that
generates high-quality leads
- Mapping out the best
Internet sales process
increased my market share
You will learn:
400 vehicle sales per month
You will learn:
inventory automotive advertising
- How the traditional 50 year
learning. Dramatically
- Maximizing lead
generation from your Web
- E-mail templates for the
best short and long-term
You will learn:
- About ‘Mooch Marketing’
- How AutoTrader.com’s top
performing dealers get their
- How to grow your CRM
and Internet teams
You will learn:
- How to improve your
approach to advertising is
changing, and were it is improve your results.
site communication - Ways to advertise for free outstanding results - What to measure, and used vehicle volume, gross heading
- Maximizing third-party - Phone script elements that -Low-cost marketing ideas - Take home examples of how to collect the data... and age - How video content makes
automotive sites
- Metrics that matter: Focus
turn leads into appointments
- Recruiting, hiring and
that get noticed
- How to run events that get
effective merchandising you
can put to
Performance metrics that
matter
- How to improve everyday
decisions that affect your
it easier for the Internet team
to “harvest Web site leads”
Limited Seats,
on return on investment compensating for results you noticed
- How to generate car
immediate use
- Create a true CRM Profit
Center
- Manage your own SEM
volume, gross and age
- How to understand the
- The opportunities available
with video streaming
Register Today! Wow! I was hoping to gain at least 5 new ideas to take our Internet sales to the next level. I had more
reviews in your local paper and online ad campaigns changes responsible for than 5 the very first day.
- Use your BDC as a safety profit margin pressures
net for the Internet sales
team
Case studies from The thing I liked best was the people. The sharing of information during breakfast and lunch was just
as helpful as the quality presentations. Great people who work hard and play hard...after all it was Las
successful dealerships Vegas. I enjoyed the casual and professional environment and the opportunity to visit with 15 vendors in
between speakers.
across the country. “What happens in Vegas goes back to Texas”. I met with my Internet team of 10 professionals and started
to implement ideas on Saturday afternoon.
This was my first Summit and I hope I can come again in November!
Classroom style seating Great Show....Fabulous Ideas!!! Thanks.
only $595. Special Joe Healy, Internet Director at Lawrence Marshall Dealerships 979-826-7103
Venetian room rates for
Sean Roy Reutter Scott Joseph Mark Tewart Tony Rimas Mike Parsons Robert Basha $209 per night, while
Wolfington
Owner, BZResults.com
Sheehy Auto Stores President & CEO,
J&L Marketing, Inc.
President, Tewart
Enterprises
Red McCombs eCommerce Director,
Asbury Automotive Group
Co-founder,
Auction123, Inc.
they last.
Case Study: Sheehy.com Case Study: Grow your
Case Study: New You will learn: Case Study: How
Case Study: How to use increases leads from 400 Internet department through Growing your sales or Speakers and times subject to change
marketing strategy focuses - How to engage customers
- 2400 per month Auction123 rolled out a
BDC/Internet departments on steady long term growth. intelligently while learning a defined process, efficient yourself: Understanding the
how traditional “meet and new thinking in Internet
to sell 100 - 500 extra cars Dealership’s market share staffing, and strategic “why” is more important than
You will learn: greet” strategies can management and re-
a month. increases from 8% to 32% advertising the “how.”
- How to increase leads reduce sales marketing. Streamline your
and grows net profits from - How to increase
and sales volume without inventory, 3rd party lead
You will learn: $170,000 to over 2.2 million You will learn:
professionalism, write-ups generating sites, eBay,
- How to set up a successful increasing lead expense - How to structure and staff
in just two years and sales by eliminating
BDC/Internet department - Improve sales and reduced and your Web site into one
“Deal Killer” questions low volume or high volume
- Use the Web to promote cost per sale at the same time You will learn: - How to define and management solution
dealership locations
all your profit centers - Improve profitability by - A growth strategy to grow implement 5 universal laws - Create a process to support
- Use the Web to drive improving the quality of leads your profit a minimum of that increase sales You will learn:
your customers and staff
through your own site 33% per year - How to improve gross - How to simplify all of
showroom & phone traffic efficiently
- Increase closing ratios and - New promotions strategy profits by implementing your Internet re-marketing
- Sell old stock, vehicles & - Increase ROI through
better proposals
parts inventory average gross profit with using personalized Web outlets into one Web based
- How to reduce customer inventory selection and lead
- Use e-mail marketing to profit improvement pages and direct mail management software
conflict and increase sales allocation
drive more traffic for zero - Sell old stock units via - How to increase your floor and gross profit through - Maximizing eBay Motors’
- Streamline online
cost the Web traffic during your slowest better handling of price, potential with a seamless
advertising to maximize Web
days of the week payment and negative equity solution
objections site conversion
- A new outlook on marketing
your vehicles online
Call today to register. Seating is limited. toll free: 866.396.7050 web: www.autosuccessonline.com

5. Making the Most of Change
8 BrianTracy
Increase Your Effectiveness With Clients
10 TomHopkins
Selecting the Right Fuel for Your Engine
Maximizing Search Engine Performance
12 SeanWolfington
The Wisdom of Wealth and Other Money Lessons
14 MichaelYork
Key Performance Indicators, Part 3
16 HeatherConary
8 Points of Action to Increase Sales
18 DavidThomas
The Power of a Genuine Compliment
19 JeffMorrill
Five Keys to Successful Automotive Marketing, Part 2
20 JimmyVee & TravisMiller
Complete Sales Freedom in Two Years or Less
22 MarkTewart
Multi-Channel Approach to Marketing
23 SunnyKnocke
Search Engine Marketing
Is It Right for You 26 MikeParsons
Don’t Try to Convince Someone to be the Internet Sales Manager
28 DavidKain
Personalize Communication to Better Reach Your Customers
Video E-mail:
30 JasonPrice
Investing the Fundamentals, Part 4
31 TimShea
Managing Your Employees With Your
Nonverbal Communication 32 PattiWood
Accelerate Your Advertising
Asking Customers the Right Questions
36 AllenCheek
A Disciplined Market Plan Works Every Time
37 MikeNichols
King of Service
38 JesseBiter
The Seeds of Leadership
39
12
SeanWolfington
Scott’s Individualized Consultation Transcripts, Part 4
40 ScottJoseph
Avoiding Regulatory and Compliance Attacks in Sales and F&I
42 CharlesArrambide
Always Ask ‘Why’
43 TonyDupaquier
Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist
luck43@sellingsuccessonline.com courtney.paris@sellingsuccessonline.com
Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist
Louisville, Kentucky 40245 design@sellingsuccessonline.com bb11@sellingsuccessonline.com
toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor Charlie Tierney, Sales-improvement Strategist
ddavis@sellingsuccessonline.com cpt2@sellingsuccessonline.com
facsimile: 502.588.3170
Toni Stephens, Sales-improvement Strategist
web: www.SellingSuccessOnline.com tstephens@sellingsuccessonline.com
helping to promote...
Matthew 6:33
“But seek first His kingdom and His righteousness, and all these things will
be given to you as well.”
God is the source of all supply
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.
AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;
views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this
magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in
whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that
names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

7. sts fos ls ms sf fis
BrianTracy
sales and training solution
Making the Most of Change
To deal with change, is simply to accept the change as a reality. unexpected change or setback? As you begin
perhaps the most Acceptance is the opposite of rejection or thinking of all the things you can do, you are
valuable quality resistance. Acceptance keeps your mind calm adjusting your mind to the new information
you can develop is and positive. The minute you accept that a and preparing to take steps to deal with the
flexibility. Form the change has occurred and that you can’t cry change effectively.
habit of remaining over spilled milk, you become more capable
open-minded and adaptable to new of dealing with the change and turning it to The final part of this four-step method for
information and circumstances. When things your advantage. dealing with change is to improve on the
go wrong, as they sometimes will, instead existing situation. Often, a change signals
of becoming upset or frustrated, practice One of the best ways to deal with the worry that your plans are incomplete or that you
looking into the change or reversal for the that is often generated by unexpected might be heading in the wrong direction.
opportunity or benefit it might contain. changes is to sit down and answer, on paper, Serious changes, which seemingly create
the question: “What exactly am I worrying real problems, are often signals that you are
Superior men and women are invariably about?” on the wrong track. There is an old saying,
those who remain calm and keep their wits “Crisis is change trying to take place.” If,
about them amid unexpected turbulence. In medicine, it is said that accurate diagnosis instead of resisting change, like a pine tree
They take a deep breath, relax and assess the is half the cure. When you sit down and that snaps in a strong wind, you bend with
situation objectively. They keep themselves define a worry situation clearly on paper, it change like a willow tree, you will often find
calm and unemotional by asking questions suddenly becomes less stressful to you and it that the change is a healthy and positive step
and seeking information when things don’t will often resolve itself. In any case, when it toward achieving your goals.
work out as they expected. For example, if is clearly defined, you have diagnosed it, and
someone doesn’t fulfill a commitment, or if you can now do something about it. W. Clement Stone, the founder of Combined
a sale is canceled or fails to go through, they Insurance Company of America, is famous
keep their minds clear and steady by asking The second step is to ask yourself, “What for his attitude of being an “inverse paranoid.”
questions, such as “What exactly happened is the worst possible thing that can happen He is convinced that everything that happens
in this situation?” They deal with change in this worry situation?” Much worry and is part of a conspiracy to help him to be more
by focusing on getting the facts before stress comes from the refusal to face what successful. Whenever something unexpected
responding. They develop the ability to cut might happen as a result of your difficulty or occurs, he immediately says, “That’s good,”
through the confusion and ask questions such problem. When you clearly define the worst and then looks into the situation to find out
as “Why did this happen? How did it happen? possible outcome and write it down next to exactly what is good about it.
How serious is it? Now that it has happened, the definition of the problem, you will find
what are the various things we can do?” that whatever it is, you can handle it. Often The mark of a superior person is “tolerance for
your worries will begin to evaporate as soon ambiguity.” This simply means that you have
The critical issue in dealing with change is as you have clearly determined the worst that the capacity to deal effectively in a rapidly
the subject of control. Most of your stress and might happen as a result. changing situation. The higher up you go -
unhappiness comes as a result of feeling out the greater your income and responsibilities,
of control in a particular area of your life. If Now decide to accept the worst possible the higher your status and position - the faster
you think about the times or places in which outcome should it occur. Mentally resolve the rate of change will be around you. At
you feel the very best about yourself, you that even if the worst possible consequences every stage, it will be your ability to function
will notice that you have a high degree of ensue from this situation, it will not be the with calmness, clarity and quiet assurance
control in those places. One of the reasons end of the world for you. You will accept it that will mark you as the kind of person who
you like to get home after a trip is that after and carry on. In fact, it could probably be is going places in life. In the final analysis,
you walk through your front door, you feel a lot worse. The very act of accepting the your ability to perform effectively in a world
completely in control of your environment. worst possible outcome completes the cycle of ongoing change is the true measure of
You know where everything is. You don’t of eliminating from your mind the stress and how well-developed a person you really are.
have to answer to anyone. You can relax anxiety associated with the situation. And the keys are to accept change, adjust to
completely. You are back in control. change, improve upon change and move on
You are now ready for the third step to the next situation. As you continue to do
With a clear idea of where you’re going and in dealing with change, and that is to this, you will have such a wonderful feeling
what you want to accomplish, you develop adjust your behaviors and actions to the of self-control and self-determination that
resilience, which is the ability to bounce back new situation. Ask yourself, “What are all your whole life will be bright and positive,
rather than break. You develop what is called the things I can do to make sure that the and so will your results.
the “hardy personality” and become the type worst possible outcome does not occur?”
of person who is resistant to the negative Sometimes we call this damage control. In
emotions that affect people who have no business schools, this is an important part of Brian Tracy is the chairman and CEO
goals or direction. decision making, and it is called the mini-max of Brian Tracy International. He can be
regret solution. What can you do to minimize contacted at 866.300.9881, or by e-mail at
The first step in dealing with any change the maximum damage that can occur from an btracy@autosuccessonline.com.
8 www.sellingsuccessonline.com

8. Introducing Dealix’s Used Car
Advertising and Leads Program
Call Dealix today at (800) 717-8079, or visit www.dealix.com.
Dealix Drives Success.

9. sts fos ls ms sf fis
TomHopkins
sales and training solution
Increase Your
Effectiveness With Clients
The power of the chances they’ll say “yes” to you: Evasive Ed is “follow-up” - follow-up until
subconscious messages he buys or dies.
is very serious business. First, imply in both word and movement that
All of us in selling you’re “on their side.” If you’re meeting in Next is Griping Greg. Greg always has a
should be concerned person, stand slightly beside them, rather problem or a complaint. It might be about
about perceptions on than face-to-face. If you’re on the phone or your product, his company or even something
both sides of selling situations. We must pay using written word, imply the following: “I in his personal life. He just needs to have
attention to how others perceive us from the understand how you feel,” or, “I’ve been in someone listen to him. He may drag out the
very first contact whether it’s in person, via that situation myself,” as long as it’s true. sales process just to have you continue to be
voice, or by the written word. The message This adds a feeling that you’re a confidante or his shoulder to cry on. Be pleasant, but try
you send can very easily be different than the friend, rather than the enemy sales person. to keep the conversation about business. A
one you want to transmit. good tactic with the Gregs of the world is
If there is a major height difference to contact them just prior to lunch or at the
UCLA did a study on the initial impression between you and the parties involved, it’s end of their day. Greg will be eager to move
clients had of a sales person to whom they oftentimes better not to discuss salient on to something else and not drag out the
later said “yes.” In the study, 10,000 product points of the transaction until you are both conversation with his woes.
purchasers were asked: “Thinking back to seated because looking up or down at a
when you said ‘yes’ to the representative, person is uncomfortable. In long-distance Our next personality, Anna List, knows
what were the reasons that you did? What communications, pay attention to their exactly what she wants. She’ll ask for a lot
comes to mind?” The answers might surprise vocabulary. Try to match their level, rather of information and analyze every detail. She
you. than talking down to them or using words will hold you accountable for every syllable
that are too casual for the situation. you utter. With her, you must under-promise
Seven percent of those 10,000 people and over-deliver.
said “yes” because of the representative’s It’s also critical to understand that you’re
product knowledge. Thirty-eight percent going to do business with people who have Finally we meet Domineering Donna.
said “yes” because of voice quality and the certain personalities. Not everyone will be Domineering Donna may not give you all the
words they used. However, 55 percent said like you, your friends or relatives. So you information you need, but will expect, since
“yes” because of the first impression - the need to learn how to recognize the various you are the so-called expert, that you will
way the sales people walked in and carried personality types and how to work with them know what she needs. With Domineering
themselves. They had an air of confidence most effectively. I’m going to define some Donna we question, question, question and
about themselves that inspired the client to personalities here as men and women, but then write down the details. You must be a
trust this person as an expert in their field. please understand that the description isn’t real note taker with Domineering Donna.
gender specific. Working with the facts and not letting her
It’s so important that you realize that the bully you will be the name of her game.
moment clients first see you they start The first person we are going to discuss is
emotionally evaluating you. A lot of this is Believing Bart. Believing Bart possibly has Selling is a fun game…when you let it.
done on a subconscious level. They’re not had a very positive past experience with your Challenge yourself to send exactly the
sitting there thinking, “He’s slouching - he company. He believes your company can get messages you desire in both word and action.
must be having an off day,” or, “Her clothes the job done for him, but you will still need Then, work on seeing how quickly you can
are wrinkled - how prepared can she be to to prove your personal competence. classify each client you meet and work to
help me?” serve their needs in the manner they will best
The second type is Evasive Ed. Ed has such respond to.
It’s much more subtle than that. It’s their a powerful fear of making a bad decision that
reaction to your body language, your voice he will put it off as long as possible. He will
World-renowned master sales trainer Tom
or how you use the written word. cancel appointments, and avoid returning Hopkins is the chairman of Tom Hopkins
your calls, but has a definite need for your International. He can be contacted at
Here are some simple nuances you can services. So we must be very persistent with 866.347.6148, or by e-mail at
incorporate into your selling style to increase Ed. The key phrase for working with an thopkins@autosuccessonline.com.
October 24th & 25th - Irvine, CA
10 www.sellingsuccessonline.com

11. fs feature solution
SeanWolfington
directories. SEO is sometimes offered as a period. Look to your provider for a tool that strategies in this fast-paced and ever-evolving
Selecting the Right
stand-alone service, or as a part of a larger can provide this information. world of technology can ensure strategic
marketing effort, and is essential in the initial Web site listings ahead of your competitors.
development and design of a site. Success: The Fuel of the Future It’s all about maximizing performance to
Fuel for Your Engine
Red McCombs Auto Group in San Antonio, generate desired results - higher revenue at
Pay-Per-Click (PPC) Texas has found the right fuel mixture for lower costs.
Pay-per-click advertisements are text ads their search engine strategy. The boom began
strategically placed near search results. when Red McCombs brought on a Search Sean Wolfington is the general manager
Maximizing Search Engine Performance These ads generate immediate on-line traffic
to your Web site. When a visitor clicks on
Engine Marketing company for consultation
and implementation of a new SEM strategy
of BZResults.com. He can be contacted
at 866.645.7730, or by e-mail at
the advertisement, the dealership is charged that included a new high-tech Web site, a swolfington@autosuccessonline.com.
a small amount. PPC allows your text or Search Engine Optimization program, and a
Are you getting maximum performance marketing initiatives like OEM incentives A standard SEM package should include a image ads to appear among search results as fully automated and measurable CRM tool to
from your Search Engine Marketing (SEM) and rebates. Your SEM consultant should commitment to continual research, search “sponsored links,” “featured listings” or “paid handle all of customer needs and follow-up.
strategy that drives traffic leads and increases possess a vast working knowledge of the engine positioning and submission of your ads.” Hiring a professional with experience in The results were immediate, and sales have RED McCOMBS SUCCESS
sales? If not, it’s time for a pit stop to give automotive industry, and must have a strong highly optimized Web site to directories. the automobile industry to direct and manage now skyrocketed by 500 units per month. Since implementing their new SEM
your search engine strategy a boost with some level of experience in contending online for An SEM package should always include the your Pay-Per-Click campaign, rather than The Web site www.RedMcCombs.com has strategy, Red McCombs has...
high performance fuel. An effective online competitive automotive search terms within use of Pay-Per-Click campaigns, targeted tackling this mundane task yourself, will proven its success by taking the dealership to • Increased sales by 500 units per
marketing strategy will drive significantly different markets. When selecting the right dealership keywords and customized ensure an effective campaign with up to 100 a new level, and has earned Red McCombs month.
more traffic and profits to your dealership’s firm to partner with, consider credentials keyword phrases for the site to increase times more keywords. Resources available to the 2005 eDealer of the Year Award. • Increased gross profit from $60K to
sales, finance and service departments by and performance results based on successful visibility. Also, highly integrated diagnostic professionals generate targeted keyword lists over $750K per month
transporting potential customers directly into implementation of marketing strategies with tools and reports should be included to assess leading to higher click-through rates, a better The eBusiness staff and the entire • Increased CSI and customer loyalty
your dealership with a click of the mouse. other dealers. any campaign’s effectiveness. quality score and lower keyword count. The management team are excited about the • Increased closing ratio from 3
result is more targeted traffic to your site at a continued progress for 2006. Red McCombs percent to 19 percent
Check Engine Light On It is beneficial to select a partner who employs What does all that mean and how will your relatively low price, because your budget is is now turning over 25 percent of their • Increased profits while reducing cost
Is your dealership’s Web site appearing ahead Google AdWord professionals, since Google dealership benefit from an SEM program? being continually and effectively managed. Internet leads into showroom visits, and to under $200 per unit sold
of your competitors’ sites when interested is the most widely accessed engine, utilized With literally millions of automotive over 75 percent of those visits into sales. • Awarded 2005 eDealer of the Year
buyers in your region search the Web for by over 80 percent of all Internet users. These Web sites available to choose from, most Additives And the great news gets even better…Red
information? With more than 300 million experts have passed a demanding exam, as consumers rely on search engines to find Supplement your high-performance SEM McCombs is increasing sales and profits
online searches per day, the popularity of well as proven their proficiency by managing services to meet their specific needs. Proper program by injecting your own marketing while decreasing costs per unit by up to 50
the Internet only magnifies the necessity of Google AdWord campaigns for clients for a SEM execution ensures a strategic Web site extras. Your staff can boost the efficiency of percent.
implementing and maintaining an up-to- minimum of three months. Qualified Google listing ahead of competitors. Most consumers your marketing strategy and increase traffic
date SEM strategy. With research indicating AdWord professionals can effectively design do not search by dealership name; they search to your dealership’s site by simply making Many dealerships claim that SEM is now
that up to 86 percent of Web sites are found and manage the most efficient solution for by specific vehicle models or geographical the dealership URL address more visible in their best online marketing investment. As a
through the use of search engines, and over their clients. boundaries. So when an interested consumer your traditional advertising media. result, auto dealers continue to shift budgets
half of retail consumer searches performed sits at his computer surfing the Web for from traditional advertising media to digital
on Google are automotive in nature, your There are also firms which are not “full a particular model in your area, can your Compliment your SEM with reporting marketing strategies, third-party lead-
dealership should be geared to capitalize on service.” Many appear to have vast dealership be easily found? mechanisms that provide the ability to generation sites and other Web marketing
your fair share. offerings, but only provide basic link generate analysis reports to help you programs. It’s impossible to ignore the
building campaigns. For example, some Search Engine Optimization (SEO) measure and improve the effectiveness of results.
Last year more than $400 million was only offer submissions of your site to various Search Engine Optimization is a fundamental your SEM efforts by identifying exactly
spent by local businesses for Search Engine directories, exchanging links with other sites part of any online marketing plan. SEO is which search engines and phrases are paying The awesome advances of Internet marketing
Marketing, but this is a mere drop in the and establishing other links that point to your primarily concerned with advancing the off. A beneficial aspect of a successful SEM have given birth to a whole new realm of
bucket compared to $2.7 billion forecasted site. Be careful when making your selection, goals of a Web site by improving the position program is the ability to track and measure advertising for dealerships. Consult
by eMarketer for 2007. Online marketing because with so many offerings available, it of its organic search results for a wide search engine referrals beyond the initial with a qualified SEM specialist to
expenditures are up 134 percent, according is easy to be misled by a complicated and variety of relevant keywords. SEO programs click-through to the dealership sites. It is determine the best options for
to a recent report by the Internet Advertising confusing process. are geared toward long-term objectives equally important to be able to track your maximizing the performance
Bureau, and auto dealers continue to shift of increasing both the number and quality dealership sale conversions, as measured by of your Search Engine
budgets from traditional advertising to Choosing the Right Grade of Fuel of visitors to your dealership’s Web site additional revenue, average sale value and Marketing strategy.
Internet marketing programs. At the pump, a number of fuel grades and through results offered on the search engine total sales generated during a given time Effective SEM
additives are available to enhance the
Consult the Owner’s Manual efficiency of your engine. Just like choosing
Like referring to the Owner’s Manual to find the right fuel to maximize the performance
information on maximizing the performance of your automobile engine, various strategies
of your engine, consulting a qualified SEM for maximizing search engine results need to
professional is crucial to the success of your be reviewed. Which ones are right for you?
online marketing strategy. An important
factor to consider when choosing the right Search Engine Marketing (SEM)
fuel to develop and drive your strategy is Search Engine Marketing is the latest
selecting a consultant that possesses solid phenomenon in the world of digital
automotive credentials. Many search engine marketing. The term SEM is used to describe
marketing firms make promises, but are the range of marketing techniques required
unable to deliver satisfactory results because to make an automotive Web site visible on
they lack the basic knowledge of trends search engines and directories.
that drive successful online automotive
12 www.sellingsuccessonline.com
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MichaelYork
sales and training solution
The Wisdom of Wealth
and Other Money Lessons
Making Money: It’s If you’ve already passed one of these
what most people work milestones, there’s still time to invest in YOU.
for, say they want, and Your time, your study, and your money; it’ll
it’s the closest thing to pay off in a big way.
a goal most individuals
will ever get to in their How Can YOU THINK differently?
lives. But “making money” is illegal, unless That’s the challenge. You can think
you work for the government. differently by asking better questions and
find bigger answers.
The mint makes money. You and I
exchange. Let’s start with this question: What does it
mean to “be rich?” There’s great thinking
We exchange our time, our talents, our skills, and instruction on this one, going all the
and our services - something of value - for way back to Napoleon Hill’s classic “Think
compensation. and Grow Rich,” to the more recent “Rich
Dad, Poor Dad” series of books by Robert
We trade value that the marketplace, and Kiyosaki.
individuals in it, will gladly pay for. Money
is something we attract by the person we It’s classic wealth wisdom. It’s the cold
become. Value is something we create to mountain stream in a sea of “money-
receive payment from the marketplace. making-get-rich-quick” books and tapes and
infomercials.
Create Value.
How are you creating value where you In Hill’s book, he discusses several ways of
you are his cure work? What are you exchanging your time becoming “rich,” and allows you to choose
for every day? the one that you can live with, and the ones
you can live without. It will challenge you as
When you create value, you can trade it a reader and a student.
for bigger rewards. That’s what happened
centuries ago when trappers trapped and To replace poor thinking and strategies with
farmers farmed and hunters hunted, and then rich ones - the ingredients in becoming
exchanged what they could do potentially wealthy are readily available, and even more
Juvenile Diabetes better than anyone else in the marketplace readily available to any of you reading this
for other goods, or, yes, even cash. living in America, the richest country - and
affects millions
Mary Tyler Moore
marketplace - in the world.
International Chairman and causes long- Cash flows (that’s why it’s called “cashflow”)
term complications like blindness when value is exchanged. Create greater No matter where we are in our journey, most
value with your time. The marketplace will of us still need to be reminded from time
and kidney failure. Not to mention
notice and write you bigger checks. And you to time about the fundamentals of thinking
pain and worry no kid should have won’t keep looking for some shortcut that richly. It’s uncommon thinking. Though
to live with. But we’re closer than turns into a detour when it comes to your there are many teachers, and many lessons
ever to a cure. Your help makes life- better future. that have been around for hundreds, even
thousands, of years, we have become the
saving research possible.
Think personal development, and think kid in the candy store in the land of instant
Call 1.800.533.CURE or visit about this: According to the U.S. Census gratification.
www.jdrf.org. Bureau, here’s about how much money you
can expect to “make” in your lifetime with Debt is public enemy No. 1. Debt is marketed
the following degrees: to us daily. And contrary to popular thinking,
debt in and of itself is not bad. Actually,
• High School Diploma: there’s good debt and bad debt. Money
$1,100,000 works. And it works better with leverage.
• Bachelor’s Degree: But how many people actually understand
$2,100,000 good debt and leverage?
• Master’s Degree:
$2,500,000 Many people say they want or wish for
• Doctorate: things to be better, but they never take action
$4,400,000 to become better in their thinking or working
14 www.sellingsuccessonline.com

13. continued
or investing. Wanting and wishing are Working at a job is not one of the principles
common; seeking wisdom and taking action of the wealthy, at least not for arriving there
are uncommon. or accumulating wealth. Many wealthy
and affluent individuals still have tasks
What If, by Faith and Fortune, You Never and projects and work they do on a regular
Had to Worry About Money Again? basis, but it’s usually not how they came
What is, or what would be, your quality of to be wealthy. They studied the laws and
life and your contribution to mankind in the principles of wealth and applied them. So
absence of fears, doubt, worry and negative why can’t you?
emotions?
Here is wisdom: Profits are better than
In psychology, money is referred to as a wages. Wages are not the answer to the
“deficiency need,” meaning when you have wealth question. Commissions are better, but
enough money, chances are you don’t think, still not enough. J-O-B is not a rich strategy,
or worry, much about it. But when you have at least not a job alone. But even if you are
too little, it is easy to be consumed with now working on a job, are you also laying the
almost continual thoughts of, not money, but groundwork for your financial independence
a lack of money. in some other way?
Ancient wisdom says “the LOVE of money Work harder on you than you do on your
is the root of all evil.” job; that’s a rich formula for attracting better
things into your life.
Is it love, or could it be a form of love, to
think about it all the time? Wishing for Friday When it comes to financial things, many of us
(payday) to come? Worrying that there won’t feel inadequate. I know the feeling. It’s why
be enough to go around or any left over? The I’ve tried to learn from others around me who
LOVE of money is not reserved for the rich. are very good at financial fundamentals and
In fact, I believe it’s largely the opposite. thinking big thoughts. Anyone can read good
books and get better ideas and strategies for
Money has no power of its own. All their life. Reading is a rich strategy.
the power flows – to you, from you or
through you. And the good news is that it’s available to
most everyone. It’s easy to do, but easier not
The laws of money transcend economic to do. And that’s the option that most people
conditions, meaning simply there have been choose.
wealthy and affluent individuals throughout
history and a study of almost any time period Watching TV is easier than reading to learn.
shows that they arrived at or acquired wealth Complaining is common. Libraries are free
in many different ways, but with many of the and reading is easy - rich strategy or poor
same principles or laws working for them. strategy? How many of each can you identify
in your life?
Webster defines “wealthy” as “richly
supplied,” as in “a wealth of knowledge.” As The study of wealth - sounds appealing
long as we’re in the dictionary, how about a doesn’t it? Surely goals must be involved.
couple of bonus words? And if you’re involved in any study, there
must be some homework assignments,
WORTH: “The quality of something that right?
makes it desirable, useful or valuable. To the
utmost of one’s powers or ability (for all he’s Here’s your next assignment (should you
worth).” choose to accept it): Find out more on
wealthy wisdom and rich thinking. E-mail
AFFLUENCE: “Wealth. Abundance. A me for my “short list” on my personal study
flowing toward.” Can you see that definition? of wealth. Until then, here’s to getting more
Wealth and abundance flowing toward rich strategies into your life.
– you?
Since you’re reading this, I’m guessing
you’re an uncommon individual and aspiring
Michael York is an author and professional
for something more than you have now - a speaker. He can be contacted at
station or position beyond where you are 800.668.5015, or by e-mail at
now, with an interest in becoming more than myork@autosuccessonline.com, or visit
you have been in the past. www.MichaelYork.com.
october 2006
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HeatherConary
Key Performance
marketing solution
Indicators, Part 3
In the past two issues of sites are giving you good referrals, and calculating which sites are most relevant to
AutoSuccess, I began which are not worth your investment. a user’s search, there are several common
a series of articles denominators, including:
on Key Performance Tracking the trends among your traffic counts • The copy on the Web site
Indicators (KPIs). is also helpful. For example, if you had low • How many other Web sites are linked
These are gauges you traffic from a particular local newspaper site to the Web site
can use to determine how well your Web site one month, and you decided to change the • Meta tags, which are hidden to users,
is performing. creative content of the ad at the end of the but provide valuable content to search
month. If, at the end of the next month, your engines
To calculate these KPIs, you will need a set traffic has increased from that site, it may be
of your statistics from your Web site. There due to: Depending on your statistics package, you
are many different statistics providers out • More relevant creative content in the may have a “Search Terms” report. In this
there (Urchin, CoreMetrics, WebSideStory, newer ad report, it shows a breakdown of how often a
and proprietary solutions.) If you need help • A better offer in the newer ad visitor made it to your Web site based on the
finding the measurements referenced in my • A more relevant offer to the audience term(s) he searched for at the search engine.
article in your own statistics package reports, who saw your ad
feel free to e-mail me. Using this breakdown, you can see which
You may also see a count designated as “no search terms are generating the most traffic to
Analyzing Incoming Traffic referrals.” A visitor may be counted as “no your site, as well as any potential problems.
With a walk-in customer, a good sales person referral” for one of following reasons:
will qualify the lead, asking “Have you • The visitor typed in your Web site For example, if your dealership is Joe’s
looked at any other dealerships?” or “Have address by hand Quality Cars, most people would assume
you been shopping already?” The answers to • The visitor bookmarked your Web site that your Web site is www.joesqualitycars.
these questions will give the sales person a and returned to it from there com. However, if you use www.joescars.
good idea of where the customer is coming • The visitor had visited your site before com for your Web site, you may see searches
from, as well as any objections they may and it was in their “Recently Visited for “Joe’s Quality Cars” in your search terms
have. It may also reveal whether they are Sites” or “History” list report. This is a good indicator that visitors
sensitive to price, service, location or any are not familiar with your Web site and are
other host of preferences. Similar to this, it A high “no referral” count may indicate: using a search engine to find you.
is important and helpful to know where your • Your dealership’s Web site address is
online traffic is coming from. well-branded, and visitors are familiar You may also see that some visitors are
with it finding you by the warranty or insurance plans
To calculate this metric, you will need the • A visitor may have already been to you offer. If you are getting low numbers for
following measurement: your Web site and remembered your those terms, but some visitors are finding
• Referrals name you through them, you may consider adding
more content about the plans. This makes
Depending on your statistics package, your Dissecting Search Engine Traffic your Web site more valuable to a search
referrals report will most likely include the Some of the most popular search engines engine.
source and number of visitors from that include Google, Yahoo and MSN, although
particular source. there are many smaller ones as well. Search Search engine marketing refers to the ads
engines drive traffic to your Web site in one at the top and the sides of search results.
Some referrals you may find: of two ways: These work on a paid basis. You can use
• Search engines (Google, Yahoo, MSN) 1. Search engine optimization (also your keyword analysis to help you determine
• Lead aggregators (Dealix, AutoTrader) called “organic SEO”) which keywords your visitors are looking for
• Auction sites (eBay) 2. Search engine marketing (also called and use them to help you determine which
• Local sites (newspapers, radio “paid SEO”) keywords to place bids on.
stations)
• Employment listing sites (Monster. A search engine uses automated software Next Month: More of using your KPI
com, Careerbuilder.com) to categorize and filter Web sites. This is analysis to make improvements to your Web
• Manufacturer Web sites (Toyota, Ford, considered search engine optimization (or site based on good decisions.
Chevrolet) organic SEO), meaning that it is based on
the perceived relevance of your site, not
Heather Conary is a Web developer at
These counts give you a good idea of where how much you have paid for the search Downeast Toyota-Scion-Buick. She can
your traffic is coming from. Using this gives engine listing. Although each search engine be contacted by 866.386.4914 or by e-
you some concrete evidence on which Web has their own proprietary algorithm for mail at hconary@autosuccessonline.com.
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DavidThomas
sales and training solution
8 Points of Action to
Increase Sales
David Thomas sold a • Your 25 best automotive contacts (other 8. Surround Yourself with Interesting,
vehicle a day for 3,000 automotive industry influences that Successful and Intelligent Friends,
consecutive days. This come in contact with your owners before Associates and Customers:
achievement not only or after you sell them). It will start to wear off on you. “I’m
kept him in the No. proud to say I’m the dumbest person
1 position within the • Personal contacts (friends, family, I know” should be your mantra.
prestigious Sewell Automotive Companies neighbors, etc.) Successful people will want to tell you
in Texas, but also awarded him top producer how to succeed with them. They will
status in Lexus USA. • Who you spend money with (doctors, want to associate with you.
dentists, CPAs, attorneys, babysitters,
Here are David Thomas’ eight points of florists, bankers, Realtors, etc.) Thomas took the most boring aspect of
action to increase your sales: sales and made it simple and attainable,
• Social contacts (PTA, church, alumni, yet challenging. Most sales people will
1. Start Earlier, Finish Earlier: agree that the most feared word in sales is
By starting your day at 8 a.m., you can bowling, golf, etc.) Now, make sure
they all know what you do and that you “prospecting.” Once you become skilled at
beat most competitors to the punch. it, and more importantly, profitable at it, then
This will also enable you to leave two appreciate their referrals.
you look forward to it.
hours earlier than before.
5. Don’t be Afraid to Ask For
2. Prospect Every Day from 9 to 11 Referrals: Thomas has shared his strategy with hundred
a.m.: Stay in touch (at least three times a of sales associates from BMW to Toyota
Busy clients are more accessible at year). dealerships. He has been recruited to share
this time of day. They seem to be in a his ideas about prospecting with bankers,
better mood the earlier you call. Also, stockbrokers, homebuilders, and Realtors.
6. Are You User Friendly?
this gives you the opportunity to set Even doctors and dentists are thirsty for
Do you make it easy for your customers
your daily appointments earlier so you ways to hit upon their target market and
to buy a car? Are you building trust?
can finish earlier. those golden prospects that will become
Will they brag to others about the
clients and customers. Target prospecting is
experience? Was it enjoyable? If not,
3. Avoid Time Bandits: more important than ever today with rising
change your method.
It’s great to visit; however, your time to advertising and marketing costs.
make money is between 9 and 11 a.m.,
every day. You must stay focused and 7. Put Some Passion Into Your Test
avoid distractions during this time. Drives, Walkarounds and Phone
Calls:
4. Make Lists: If you’re bored, people will see an David Thomas is the owner of Subaru of
• Your 25 best customers, based on uninterested sales person. Share Dallas. He can be contacted at
profitability, center of influence and high their enthusiasm. Set the stage for an 866.429.6803, or by e-mail at
visibility enjoyable buying experience. dthomas@autosuccessonline.com.
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JeffMorrill
sales and training solution
The Power of a
Genuine Compliment
Fact: perceived as a sexual comment. brighten a lot of days. You’ll feel
Studies show that “What a cool jacket,” is probably better too.
people tend to believe okay; “What a sexy skirt,” is not.
praise and like those Jeff Morrill is co-owner of Planet Subaru
• Make a habit of complimenting at in Hanover, Mass., and Planet Chrysler
that provide it. (See least one person a day. Sure you’ll Jeep in Franklin, Mass. He can be
Robert Cialdini’s book, “Influence: Science sell more cars, but you’ll also contacted at 866.872.8699, or by e-mail at
and Practice.”) Empirical studies prove that jmorrill@autosuccessonline.com.
we like people who compliment us.
(If you want to see how compliments light
people up, gather a few of your colleagues
into a circle. Taking turns, ask each person
to compliment the person to the right. You’ll
see big smiles and flushed faces.)
Prospects who like you are much more likely
to buy from you. So help them see that you
are a good person by sharing a genuine
compliment. Shortly after meeting someone,
you’ll usually have multiple reasons to
compliment someone.
Examples:
• You live in Norwell? What a
beautiful town.
• What a neat jade necklace. How did
you come to own it?
• You like that blue color, too? You
have great taste: That’s the color of
my car.
• You’re very kind to recognize our
commitment to customer service
by considering your third purchase
from Planet Subaru.
• Nice hat - go Red Sox!
• You’re very intelligent to do all that
research before coming in. We like
an educated customer because it
makes our job easier.
• You’re so blessed to have a beautiful
baby. How old?
Keep in Mind:
• Keep it genuine. While research
shows that people tend to believe
praise whether it is accurate or not,
why lie or try to snow someone? A
few moments with someone will
reveal an honest thing to say.
• Beware of anything that might be
october 2006
19

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JimmyVee & TravisMiller
marketing solution
Five Keys to Successful
Automotive Marketing, Part 2
Picking up message will penetrate deeper and make a One way to generate more word-of-mouth is
where we left off longer lasting and more powerful impact. by packaging up your testimonials in the form
in last month’s of print, audio and video and using them in
article, we want Success Key 4: Competing on Price all your communications with prospects, ups
to discuss the How many dealers spend time and money and customers.
remaining three hunting down, fishing for and pulling in
keys to successful automotive marketing. price-shopping customers? Many dealers try Put testimonials in your ads, in your
We already know that a typical problem in so hard to educate themselves in the business, consumer guides and in your yellow pages
the automotive industry is that an ungodly spend countless hours picking out just the ads. Use audio testimonials on your Web
amount of cash is thrown into the advertising right cars at the auctions and still continue to site, in your radio commercials and your e-
or marketing arena with less-than-stellar compete on price. mails. Use video testimonials on your Web
results. This article series has been designed site and in a loop tape in your showroom.
to help you perfect your ad dollars and make “The best dealership and the best service”
everything you do more profitable. and “lowest price” do not belong in the same You can have your sales men carry around
sentence or marketing piece, not to mention video iPods to play actual testimonials of
Success Key 3: Using a Proper Headline in the same dealership. your past customers to their ups. Or play an
All Your Ads audio testimonial CD in the vehicle during
Your dealership name is not a headline. But many great dealerships end up pricing the test drive.
themselves out of business because they
So what is a headline? Think of a headline as don’t understand that consumers will pay No one sells your services better to prospects
an ad for your ad. If you were trying to get more than the lowest price if you give them than your happy past customers.
someone interested in reading your ad, what other reasons for choosing you. If left with
would you say to them? If someone asked no other differentiating factors, price is the Use These Keys as a Measuring Stick
why they should read your ad and you told only option. Reading good information isn’t enough; you
them your dealership name and nothing else, have to take action. Many dealers spend a
do you think it would compel them to read If you do decide to compete on low price, lot of time waiting for the perfect scenario
the ad? you should make sure you just give that level to run an ad, test an idea or make a change at
of service. It makes no sense to raise your their dealership.
You want to use a statement that will pique level of service, expertise, education and
your prospect’s interest and pull them into experience but not raise it in terms of what The perfect time never comes and nothing
your ad. Something they can’t resist like… you get in gross. ever gets done. Use these keys as a measuring
stick with what you are doing in your store.
• How to Choose a Car Dealer How much you can charge for something Are you using all five keys? If not, start
• The Best Vehicle You’ve Ever Driven is all based on your ability to sell it, which making changes now to implement some of
or it’s Free means the more you learn about marketing what you just learned.
• Four Big Mistakes to Avoid When and the more you utilize powerful marketing
Choosing a New Car and the techniques, the more you will be able to In the meantime you can learn more about
Dealership Where You Buy It charge for your vehicles. these strategies and others in our FREE
Special Automotive Business Advisory
An insider trick to really make your headlines Success Key 5: Social Proof For Car Dealers and Managers, a 32-page
pull people in is to tie your advertising and One of the most powerful ways to promote industry bulletin titled, “How To Uncover
marketing into current events and pop and communicate the value of your The Hidden Wealth In Your Used Car
culture. dealership is by getting other people who Dealership.” To get your free copy visit
think your dealership experience is great to www.RichDealers.com/success.
The key is to tap into the conversation that say it to others.
is already going on inside your prospects’
heads. If your message matches what the Many people believe word-of-mouth
reader is already thinking and talking about advertising is not controllable, that it just
it is going to be read by more people than happens when it happens and they’re
if you try to create a new conversation all lucky to get it. Others believe it happens
together. automatically by delivering good service.
You see, it is much easier to sell a prospect Both these statements are untrue, but most Jimmy Vee and Travis Miller are the
founders of Used Car Marketing
if you are in sync with what they are already everyone we talk to believes it. Word-of- Center. They can be contacted at
thinking and talking about. Plus, by tapping mouth is controllable and can be greatly 866.852.0145, or by e-mail at
into their current thoughts and emotions your stimulated by a good system. J&T@autosuccessonline.com.
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MarkTewart
sales and training solution
Complete Sales Freedom
in Two Years or Less
Many sales people tend plan will begin to grow tremendously. You is enduring. Market share of mind creates
to always be chasing will appear to be everywhere at once. Your greater market share.
the next customer and goal is to appear bigger, better and even more
worrying about the successful than you already are. Perception Talk to people in your marketing in a personal
next paycheck. The becomes reality. and conversational tone. A great advertising
good news is that this person once said, “You must enter into the
is unnecessary and can be fixed forever in two All sales people should have direct mail in conversation they are already having in their
years or less. Sales people can eliminate future their marketing plan. The direct mail campaign head.” Don’t be afraid to be unique and
sales and income anxiety once and for all. should contain marketing letters that are geared controversial in your marketing. The worst
towards multiple approaches, including: mistake you can ever make in marketing is to
What’s the key to creating freedom? It’s holidays, special events, news, new residents, be boring. There are way too many advertising
marketing. If you are a sales person who existing customers, inactive customers, messages today for you to put out just another
is waiting for your business to provide an residents that surround existing customers, look alike, same-old marketing piece that gets
endless funnel of prospects and buyers, you inactive customers, potential customers lost in the shuffle. Unique, bold, consistent
are living in a fantasy land. Even with a ton already using your service, newsletters and and personal get rewarded today.
of leads and traffic provided to you, you must lead generation letters to potential customers
have a marketing plan to utilize the traffic, offering a free report or service. Don’t allow yourself to get caught in the
leads and power of your customer base. excuse trap of saying, “I tried that once and it
In your letters, utilize a consistent theme. You didn’t work.” You may not have done it right
Write down everything you are doing to should, over time, make yourself a quasi- the first time; most don’t. That’s not a reason
market yourself. Your goal should be to add celebrity with your marketing. Always have to quit.
to this list every month and strengthen or a photo or caricature of you, or your family
Always think of the 3Ms – Message, Market
add dimensions to everything you already or staff in the marketing pieces. Make your
and Media. What is your message? What
are doing. Eventually, you will begin to likeness, theme and messages take on a
is your marketplace you are delivering the
integrate your message from all your sources status of recognition. Your marketing should
message to, and does it match? What media
of marketing and the power of your marketing grow legs and take on a life of its own that
will you use to reach the market?
The more you can target your message to
a targeted audience, the better your results.
There are list companies that can provide
Comple demographic, socio-graphic or just about
Custom te any other filter you desire to qualify your
Built
NO Advertisin potential and desired market. The old saying
g
CONTRACT Campaig is that the best way to have a successful
TO SIGN n!
restaurant is to find a hungry crowd. You
must also find your hungry crowd. Once
you find them, you must bring them to you,
AGE NC gain them as customers, build a fence around
W ELCO IES
ME them and never let them go.
V iew At : The best way to create a sellable marketing
Samples approach in your message is to study
copywriting and the masters of the craft.
Writing copy for ads, letters, marketing pieces
and newsletters that get people to take action
is a learnable skill that will make you more
money than robbing a bank. Study, practice
and test your copywriting skills everyday.
Nothing will teach you as much about sales,
marketing and business as copywriting skills.
Learning to write copy, plan marketing
sequences, doing the grunt work or hiring
Honda Dealers: Setting up an ad group? someone to do it certainly isn’t sexy. It won’t
Call Us! We have over 12 years experience as a General Motors key ad agency. cure your traffic, lead or sales woes over night.
Call Mike Nichols at 866-642-4657 But in the long run, they will be the things that
make you successful, wealthy and free.
Mark Tewart is the president of Tewart
6 4 2 4 6 5 7
Enterprises. He can be contacted at
or email: mike@nicholsmedia.com
A merica’s
©
866.429.6844, or by e-mail at
*Plus dubs, shipping and announcer. mtewart@autosuccessonline.com.
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SunnyKnocke
marketing solution
Multi-Channel
Approach to Marketing
As the information age 4. Mail - This is popular among the pre-e- relationship by over marketing to them.
evolves, dealerships mail generation. People who appreciate this
are competing against form of communication enjoy walking to the 3. Establish a Consistent Process
numerous advertising mailbox and sorting the various pieces that Base your marketing approach on a consistent
mediums to maintain come their way. process so you do not have to make multiple
customer mindshare. marketing decisions on a monthly basis. The
By learning to use a multi-channel approach Four Keys to Marketing key is to follow a planned customer lifecycle
of various mediums - mail, phone, e-mail 1. Implementing a Targeted Approach program, built around communications that
and text messaging - a company can reach Your message must be relevant to your are relevant to that customer at that moment.
100 percent of its customer base through a customer, not your entire database. With
the on slew of e-mail marketing, the days 4. Ensure Customers Receive the Message
personal and profitable method. In order to get an e-mail marketing piece
of so-called “batch and blast” are no longer
effective. You must market differently delivered, you have to have it formatted
Four Mediums of Communication to an active customer than to a recapture correctly, use the correct words and images
1. E-mail - A large portion of the population customer. that will not be stopped by the spam filters,
is unreachable by any other means, but send and develop a relationship with the various
them this electronic communication and 2. The Marketing Medium Should be ISPs to ensure deliverability. With text
response is guaranteed. Driven by the Customer messaging, a relationship with the cell phone
2. Text - The younger generations out there Customers are demanding that you carriers is required if you want your message
have moved beyond computers and rely on communicate with them via the medium they to reach your customer.
instant and portable mediums. For these prefer. If they prefer direct mail, you should
young people, text messaging is the preferred, send direct mail. If they would rather receive Pay attention to your customers and contact
if not only, form of communication. a text message, send them coupons via them in the manner they prefer.
3. Voice Broadcast - There are those that best their cell phone. It is important to note that Sunny Knocke is the president and co-
respond to a phone call or voice mail. They a dealership should not over-communicate founder of MarketView360. She can be
await the glory of a blinking light that tells with their customers. It may have taken contacted at 866.452.3715, or by e-mail at
them someone was looking for them. years to build their trust; don’t destroy the sknocke@autosuccessonline.com.
october 2006
23

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MikeParsons
sales and training solution
Search Engine Marketing
Is It Right for You
Search Engine you are asking yourself two very important explore why we are considering SEM, our
Marketing (SEM) questions: site’s capabilities, and then the analytics of
is certainly a hot return on investment.
1. Do I really need SEM?
topic, and numerous
2. Who do I use for SEM?
companies have So, why are you considering SEM? Is
added it to their list of services. Hopefully, In order to answer our first question, let’s it because it’s the latest buzz word, and
being a progressive dealer, you want to
say you participate in SEM when asked by
your peers? Is it an ego stroke to see your
dealership name all over the search engine
results page? Or, is it because you want to
increase visitors to your site, and increase
lead volume?
Does your site have the capability to be
better optimized for organic search results,
also known as Search Engine Optimization
(SEO)? Is your site rich with Flash
technology and minimal HTML? Search
engine technology for sites like Google is
improving, but as a whole, content contained
within a Flash-based site is rarely catalogued
by a search engine. If you like the glitz,
glamour and other benefits of a Flash-based
Web site, that’s OK. You may need to invest
more heavily in Search Engine Marketing.
Before we get into the numbers, let’s make
some assumptions about your dealership.
First, knowing the national average site
conversion rate is 1.5 percent to 2.5
percent, let’s assume you are in the top of
the class with three percent. Remember that
conversion rates include not only sales, but
service, employment and miscellaneous
forms as well. So, not all three percent are
fresh sales opportunities. Finally, let’s assume
you close 20 percent of leads generated from
your site. In this scenario, for every 1,000
unique visitors to your site, you will generate
30 leads, and six sales. What is your target
cost per sale? Do the math, and you may be
surprised at the answer.
I conducted a five-month study in which I
spent $3,000 per month on SEM at a cost of
about $1 per click-through to my site. My
first thought was, “Hey, that’s pretty good.”
And then I dug a little deeper. I reviewed my
26 www.sellingsuccessonline.com

24. continued
average site traffic for the five months prior who is identified as the resident horticulturist generally heed the cliché “Jack of all trades,
to SEM, and compared it to the traffic during (specialist). They inform me that what I need master of none.” Do you go to a general
SEM. There was an increase in unique traffic is crabgrass killer, which is not a chemical practice physician for heart surgery?
of only 1,000 visitors per month. Why did included in my previous solution. As it
I pay for 3,000 people to visit my site, yet turned out, the first professional I spoke to
only see an increase of 1,000? My site was did work in Lawn & Garden (Industry), had
so efficiently optimized for organic search general knowledge of weed control, but his Mike Parsons is the director of
results that I had been paying for people to expertise was lawn mowers. I didn’t need eCommerce at Asbury Automotive Group,
Southeast Region. He can be contacted
click my SEM links, when they would have a “professional,” I needed a “specialist.” at 866.446.7143, or by e-mail at
clicked my SEO links and visited my site When it comes to SEM and SEO, you should mparsons@autosuccessonline.com.
anyway. The bottom line? If your site is
properly optimized for organic searches, the
need for SEM is minimal. If it is not geared
toward SEO, then SEM is a must. Either
direction is OK; you just need to know
where you stand and why you are doing
what you do.
When it comes
to SEM and
SEO, you should
generally heed
the cliché “Jack
of all trades,
master of none.”
Do you go to a
general practice
physician for
heart surgery?
So, who to use? Allow me to answer with a
real-life story. Recently, I was walking through
my yard and noticed I had a significant need
for weed removal (you need site traffic). Off
I go to my local Home Depot to consult a
professional. I approached a gentleman
wearing an orange apron (professional) in
the Lawn & Garden department (industry),
and stated my need. I’m professionally
directed to a product that kills over 130
different types of weeds. Home I go to apply
this wonderful product. Four days later, with
no results, I return to Home Depot with
weed in hand and speak to another person
october 2006
27

25. sts fos ls ms sf fis
DavidKain
marketing solution
Don’t Try to Convince Someone
to be the Internet Sales Manager
Selecting the right understanding of what type of person is mentioned earlier, do you really want to
person to operate your best suited for the position. Because of this, hire someone who is not energized by the
Internet operation I recommend that all sales managers be opportunity to work with the customers who
is perhaps the most responsible for working with Internet leads are most likely to purchase within the next
important decision you firsthand before they recruit for the position 30 days? Bear in mind that this person will
will make this year. so they can appreciate the nuances required receive “ups” multiple times each day with
With approximately 80 percent of automotive to successfully contact, appoint and sell contact information, the vehicle they prefer,
shoppers using the Internet to start the vehicle Internet prospects. After experiencing how perhaps an address and information on their
purchase process, this role will become more difficult the task can be but how rewarding trade without having to stand up and walk
vital than any other in the next few years. the results are, I have no doubt they will out to the lot. In addition, if they close leads
The pool of experience candidates is very change their mind in what type of qualities at a rate of 15 percent, they only need 100
shallow, so recruiting the right person may they are seeking for the person to manage opportunities to sell 15 vehicles and then they
prove to be difficult, but do yourself a huge this vital operation. When I was still working get to manage a database that has prospects
favor and don’t try to convince someone to at our family dealership, I worked the leads getting closer to a purchase decision with
be the Internet Sales Manager. This role has when we first started because I wanted to each passing day.
so many benefits and perks it should be one know what was expected of the person in the
that anyone would want to have. role and, as a result, it made it much easier Your dealership management should reverse
for me to create the job description and to the perception and advertise both inside and
The Automotive Internet has been a useful recruit for the position. outside the dealership for the position. If you
tool for consumers and dealers now for 10 have confidence in the results available with
years, and each month brings new products Surprisingly, my training partner, Jonathan the right Internet manager, it will come across
and services to help bring the buyers and Edwards and I still find Internet operations to your present staff and those candidates
sellers together. The old dial-up connection staffed by the sales people who were not who respond to your ad. This confident air
was considered pretty good 10 years ago, successful on the floor, but showed an will allow you to scrutinize the applicants,
but high-speed Internet connections have inclination to working with computers. rather than the other way around.
expanded in recent years, making it easier It is much easier to teach a quality sales
to deliver heavier files and more rich media person how to interface with the computer Be Prepared When You Recruit
to consumers on Web sites. Among active programs than it is for a sales manager to and Interview
Internet users, U.S. broadband penetration teach a computer-oriented person how to sell By knowing about your Internet operation
broke 70 percent for the first time in April vehicles. Keep in mind that computers were in detail you should be able to recruit and
2006, according to surveys by Pew Internet designed to boost productivity of current interview the best quality candidates. Make
and the GAO. The reason this is important is workers, not the other way around. Because out a list of your lead sources; know the cost
that, as much as we found consumers aware of this it is important to remember that if of each, the close rates and where you make
in the past, they are going to be much further you have a quality sales people to start with, the best results. Create a job description and
along in the buying process because they the computer should be able to boost their a compensation plan that allows for growth
can have experienced more of the vehicles productivity. Our advice is to start with the and autonomy. Your preparedness will come
they are considering than every before while best sales person candidate possible that has across to your present staff and to recruits
sitting at their home, office, park bench or the ability to lead and manage a team, and and allow you to pick and choose confidently
coffee shop. you will be much better off in the long run. who will lead your Internet operation.
Finding the Right Candidate Do Not Try to Convince the Skeptics
In order to find the right candidate, you You know how it is when you try to talk
David Kain is the automotive Internet
may need to do a little prep work in your someone into something that they are training specialist at Kain Automotive, Inc.
sales management ranks. A lot of today’s skeptical of in the first place. The same He can be contacted at 800.385.0095, or
sales managers have never worked Internet thing happens when you try to convince a by e-mail at dkain@autosuccessonline.
leads and, as a result, may not have a clear person to run your Internet operation. As com, or visit www.kainautomotive.com.
28 www.sellingsuccessonline.com

27. sts fos ls ms sf fis
JasonPrice
sales and training solution
Video E-mail:
Personalize Commuunication to Better Reach Your Customers
Use video e-mail as exhibit dynamic motion, taking advantage be delivered through your facial expression
a way to reach your of enhanced sensory features such as video, while 39 percent of your message will be
customers. Studies audio and animation.” Plainly stated, video delivered from your gestures and body
show that a person e-mail is an e-mail sent to your customer’s language. It is more effective for your
will only remember 11 own personal e-mail account with an attached customers to see your face while you deliver
percent of what they video message. any type of message. Video e-mail provides
have read and 21 percent of what they have the outlet through which you will grab the
heard. However, the average customer will Ronnie Rhodes of WebSiteMarketingPlan. attention of your new or returning customers
remember 32 percent of what they have seen, com, writes that streaming rich media is and at the same time build a personal
according to www.programreview.com. a natural way to motivate customers to connection with them.
As an intelligent sales professional, what purchase your product. It helps remind them
does this tell you? You need more face time of your company and can get them past any As a customer service tool, video e-mail is
with your existing customers and prospects. feelings of hesitation in making the purchase. invaluable to your company. Video messages
When physical presence is not possible, the Integrating video e-mail into your company’s add a personal touch through voice and image
best way to increase this critical face time is current marketing campaign will encourage that intrigues the customer and encourages
by utilizing video e-mail. potential consumers to build trust or rapport them to listen to your message. Video
with a specific sales person. Any customer messaging allows you to trigger emotional
With video e-mail there will be no more who has already had the opportunity to responses that other mediums of advertising
misunderstood messages, unemotional text personally interact with a sales person via or marketing cannot. Send your customers
or slow response time. video e-mail will quickly recognize him and a personal birthday or anniversary greeting,
be more inclined to purchase from that sales customer service survey or follow up that
Video e-mail, or streaming rich media, person. Video e-mails can also be used to recent purchase with a personal thank you.
sent straight to your customer provides create excitement in customers and can help But these ideas are just the beginning. Use
a direct route to personally connect with to soothe their nerves when in the process of your imagination and integrate this service
your customers. As written by Ian Schafer making a large purchase. into your company’s existing marketing
of www.clickz.com, Wikipedia uses the campaign.
following definition of rich media: “A According to www.programreview.com, 55
broad range of interactive digital media that percent of the meaning of a message will Since you are reading this article, chances
are you looking for a new way to reach,
and influence, your customers. Rob Graham
of www.clickz.com, theorizes that in order
“Within the to meet marketing needs, companies need
to first have an audience that is unafraid of
first hour of the their marketing. Video e-mail can offer the
e-newsletter going out, customer value, in the form of your personal
message or invitation, in exchange for the
I had 15 test drives.” time and attention customer must use in
viewing it. Video e-mail will also give the
recipient the ability to view the message at a
time that is best for the customer.
> Scott Haynes, Penske Chevrolet and Honda
Equipped with the knowledge that the
IMN Loyalty Driver™ is a turnkey e-marketing service that Internet marketplace is currently being used
drives interest, sales and customer loyalty. Customized, to increase product awareness, branding,
trackable email communications provide tangible results frequency and familiarity, your company
for dealerships across the country. A couple of examples: cannot be the left behind. As the common
user’s capability to access Internet programs
• 90 phone calls in a month as a direct result of
at the touch of a button grows, video e-mail
one IMN Loyalty Driver e-newsletter.
will soon reach such media outlets as cellular
• Web traffic spiked to 2.5 times its normal telephones, iPods and other portable media
rate after a dealership’s first e-newsletter. systems.
Looking for results like these? Call 866.964.6397, ext. 214
or email ASGSales@imninc.com. Be a marketing standout and impress your
customers and prospects by utilizing this
Drive customers in…For sales, for life. marketing tool.
Jason Price is the vice president of sales
at CoVideo. He can be contacted at
866-964-6397 imnLoyaltyDriver.com 866.590.0771, or by e-mail at
jprice@autosuccessonline.com.
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TimShea
special finance solution
Investing the
Fundamentals, Part 4
Q: I’ve spent a ton of became a subprime “success,” it was at the
money advertising in expense of their retail or prime sales, which
different media, but still suffer today. It has been a long road
I’m not sure what is turning their brand image around.
working and what is
not. Can you tell me If a dealership becomes too strongly
plainly how to advertise so it will work? identified with subprime, consumers reach a
point where they begin to question whether
A: I applaud your honesty. Many dealerships they want that dealership’s nameplate on the
feel like you do, but their pride won’t let back of their vehicle. They question whether
them admit it. While I don’t have a “success they want their neighbors guessing whether
pill” for you, I can provide you with some they are one of that dealership’s “good
helpful information and mention a tool set credit” or “bad credit” customers. Advertise
that can take you out of the “hope” game. and promote your dealership’s name enough
to let people know you do help people with
Recently, we introduced five fundamental credit circumstances but let the majority of
factors for success in subprime auto sales. your subprime advertising be “blind.” Blind
Those fundamentals provide the foundation advertising keeps your dealership’s name
from which a successful subprime effort anonymous which protects your reputation
is built. Perfecting the fundamentals, like and brand image. Additionally, you will
perfecting blocking and tackling in football, engage your prospects only in a credit (vs.
will insure success. They include having: product) decision and expand your market
1. Dedicated subprime department / share across franchise lines.
personnel
2. Proper lender relationships Direct Response vs. Image advertising
3. Appropriate inventory Advertising can be defined as “bringing
4. Efficient business systems a product or service to the attention of
5. Marketing potential and current customers.” It is
typically done with print ads, television and
Over the next two months, we are going radio commercials, direct mail, brochures, e-
to look at the last of these fundamentals: mail messages, personal contact, etc. In your
Marketing – a system to consistently subprime advertising, use direct response
generate and capture a high quality of rather than image advertising. Direct
lead and measure results. response advertising “demands a response”
by requesting consumers reply directly to
Marketing includes a number of activities your advertisement by telephone, e-mail,
which allow you to meet the needs of your mail or some other means of communication.
customers and get value in return. These Direct response advertising generates a sales
activities include market research to find out, lead you can follow up on.
for example, how many potential customers
exist, what their needs are, how you should Prime sales benefit from image advertising,
meet them, etc. Marketing also includes which promotes the general perception,
properly positioning your dealership and of your dealership, but does not demand a
promoting it through continued advertising, response or directly generate a sales lead.
promotions and sales. You want a system Image advertising will create lot traffic. In
that allows you to consistently generate and an earlier article, I suggested your subprime
capture a high quality of leads and measure advertising should not create additional lot
results. traffic, but should target subprime prospects
and drive them directly to your subprime staff.
Protect your “brand image” - Brand image Directing the customer in this way allows the
is the perception of your dealership by the appropriate staff to control the sales process
consumer. While you want to enjoy the profit and achieves a greater success rate.
generated by subprime sales, protecting your Next month, we’ll take a look at targeted vs.
image is critical. Like me, you are probably whole-market advertising, and which will
aware of dealerships that have failed to work best for your situation.
protect their brand image and as a result have
become known as a “subprime” dealership. Tim Shea is the president of Great
In the early 90s, a dealership in my area Direct Concepts. He can be contacted at
grew their subprime sales to more than 100 866.853.0223, or by e-mail at
special finance units per month. Though they tshea@autosuccessonline.com.
october 2006
31

29. sts fos ls ms sf fis
PattiWood
sales and training solution
Managing Your Employees With
Your Nonverbal Communication
Ever feel like your with you. Don’t let the ease of e-mails question mark at the end of even a definitive
employees just aren’t keep you from face-to-face time with your statement. If you say, “I need you to make
hearing you? Maybe employees. Research shows that face time these changes today,” make sure your voice
your actions are increases the likelihood that employees goes down and stays strong as on the word
drowning out your will share important negative information “today.” Gestures should also be strong and
words. Your nonverbal such as problems with fellow employees, decisive. As you sit in your chair right now
communication send messages about how follow through on tasks or procedure issues. point your finger and sweep it across your
confident you are, what you think about your Obviously, “See no evil” is not a good mantra body and say, “I want you to take this and
own power, and how much you like others. for managers. move it over there.” Now repeat the same
Understanding what you are conveying sentence with closed fingers and your palm
could mean the difference between being an Visit their workspace. Take note of how down. Finally do it once more with closed
effective manager – or going unheard. employees respond when you step into their fingers and your palm up. Research says
workspaces. Do they smile, make eye contact that people think the person who gives the
Consider comments on employee and turn towards you, or keep their hands message while pointing is making a very
performance. As a manager, you might put a on the computer keyboard, without turning serious demand and with the palm up they
lot of time into carefully crafting what you’re towards you? Busy body language is fine are asking a question (“Will you do it?).
going to say, but it may have a different to get once in awhile from your employees, These may seem like basic things, but when
impact than you intended if your voice and but if it is habitual, take note. You may need we’re busy, or under fire in our day-to-day
body language don’t match the words. You to spend more time with them. Typically, tasks we forget.
may say with your words, “You need to employees will get tense when they feel they
improve your time-management skills,” but can’t predict your behavior, or if you only Those wanting to portray empathy and
a lack of eye contact with your employee visit them when you have to give more work softness, rather than power, should match
and a low volume could make them think or bad news. If the only time you are face- and mirror what the other person is doing.
that that request is not important. On the to-face with your employees is when you’re If the other person’s head is tilted, tilt your
other hand, staring at the employee and giving negative information or instruction, own, if they’re breathing high in the chest,
saying the same thing with a loud accusatory it might be time to try something concrete. you breathe high in the chest. Matching body
voice could make them get defensive. Even Bring in bagels once a week, hang out in the language can be hard for men, who tend to
the location where you give a message can conference room and talk about nothing in pull back and want to be objective. But to
send a nonverbal message. For example, particular. Or, if you’re managing people in show empathy, you have to be willing to
catching that person in the hallway to tell the field, make it a practice that, on Monday shift and change your body language.
them to do something may effect how they mornings, you do some small talk about
interpret your request. Some may think that what you did over the weekend. Small talk Granted, it is possible to completely ignore
a comment made to them in the hallway has is a totally different speed of communication the nonverbal cues. Maybe you’ve been
no importance or urgency. and creates different facial expressions and doing that all along. But consider this
body that helps build relationships. analogy: It’s as if all of us are speaking
Every time you communicate with an both English and French, with French being
employee you need to consider your delivery. In addition, you’ll also strengthen those nonverbal communication. Some people
You may think you’ve been clear, because relationships if you work on keeping what understand French and use it; others don’t.
your words were, “Stop doing this,” or “Do you say and what you do consistent. Those who use it are getting so much more
it this way,” but if the nonverbal message understanding and clarity than those that say
disagrees, that’s what the employee is going Do you have a problem with employees “there is no such thing as a French language.”
to “hear.” taking your seriously and following through They may think it doesn’t exist, but at the
on your requests? You may need to convey same time, they may be wondering why
Of course, you’re not the only one giving more confidence and conviction. Think they’re having problems at work, problems
off signals. Effective managers look for cues about taking up more space. Start with in their relationships, and why people around
from employees, too. How, where and when a broader stance. For men, that means them are unhappy. They don’t get it, because
your employees communicate with you can standing with your feet up to 10 inches they think they’re being so clear just by
tell you how they feel about you and their apart, for women, wearing pants means you using English.
assignment. can increase the distance between your feet
to seven or eight inches. Keep your arms So tomorrow go into work and speak a little
For example, do your workers ever come further from your body. Keep your head up, “French.”
into your office to talk? A lot of managers and make significant, lingering eye contact
think that if they don’t, it’s a good thing - that without staring. In addition, use a strong
their employees just aren’t having problems. voice. Strong is not just about your volume
It may, however, be a danger signal. They level. Make sure the tone stays even, and
Patti Wood, MA, CSP is a professional
may be uncomfortable with you, or they sentences come down at the end rather than speaker, author and coach at
may not be following through with their go up. When we want to appear “nice,” we Communication Dynamics. She can be
work. If they’re comfortable in your space, tend to bring a voice up high at the end of contacted at 800.849.3651, or by e-mail at
you’ll hear things, because they’ll feel safe our sentences so it sounds like there is a pwood@autosuccessonline.com.
32 www.sellingsuccessonline.com

32. sts fos ls ms sf fis
AllenCheek
marketing solution
Accelerate Your
Advertising
Asking Customers the Right Questions
The automotive measure impact on direct mail
industry didn’t marketing)
invent the customer • Rate the informational value of your
satisfaction survey, but Web site
it has become vital. • Competitive Intelligence – find out
Those surveys are what other dealerships your customer
important, well intended and useful overall, visited prior to their purchase
but many overlook a powerful underlying • Identify preferred methods of hearing
message about specific characteristics and about upcoming promotions
viewpoints that can accelerate sales and keep
customers coming back. Asking the right questions requires skill and
forethought. Thorough consideration must
We all know the importance of gathering be given to not only the type of questions
customer information, and some would say but also how they are worded and ultimately
our customers are surveyed to death. But interpreted. Key points in crafting a survey
the reality is, information is essential and instrument should include:
knowledge is power.
• Limiting your questionnaire to no
The more information you share with your more than 20 to 25 questions.
advertising team, the more they can mold a • Working collaboratively with your
targeted strategy while building an effective advertising team.
branding and imaging campaign that will • Keeping the layout clean and
stand you apart from the competition. readable
• Avoiding unclear survey questions.
Most data collected today seems to be focused Try reading the questions aloud to
on quality control standards associated with hear how they sound. Get someone
operational and sales protocols specifically who has never seen the survey before
targeted to manufacturer CSI scores. I’m not and ask them to read it aloud to you
implying this data isn’t critical, but it’s not • Using a warm tone in your question,
enough. There’s a gold mine of information which can help demonstrate that you
right at your fingertips. really care about their opinions
Many CRM applications offer information An effective method of capturing market
that can be captured and entered by your sales intelligence occurs while the customer is still
advisors. Take advantage of this component in the showroom. In fact, most customers
so you don’t miss an opportunity. will comply since it may appear part of the
sales process. So, what this means is a strong
Imagine harnessing the power of information survey response rate that provides a high
to gain market intelligence on customer degree of confidence in the results. This
insights that includes: way, you avoid the traditional methods of
telephonic or follow-up survey forms that
• What brought customers to your Web are most times tossed away. Listening to your
site customers is critical to a successful marketing
• Measurement of customer and brand campaign and also provides information
loyalty to your advertising team. Done correctly,
• What are current market conditions asking the right questions will pinpoint an
that may impact sales (i.e., rising fuel advertising campaign that will bring in more
prices) customers and accelerate sales.
• What brought the customer into your
dealership
• Identification of the most important
reasons for purchasing a vehicle from
your dealership
• Customer Profile – (i.e., measurement
Allen Cheek is the president of
of demographic characteristics for CLARITY oms. He can be contacted at
target marketing) 866.611.0998 or by e-mail at
• Identify key geographic areas (i.e., acheek@autosuccessonline.com.
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33. sts fos ls ms sf fis
MikeNichols
marketing solution
A Disciplined Market
Plan Works Every Time
It takes more than Then, select mediums that you can make the
advertising to be a most impact with, rather than buying a little
successful dealership. here and a little there. Television is a great
It takes vision, risk, way to reach the largest number of people
determination and a with your brand positioning. High-frequency
lot of hard work to buys on radio and cable TV are great ways
succeed as an automotive dealer. to re-enforce your brand positioning along
with a “buy now” message to a smaller
That being said, a disciplined marketing plan group of people over and over again. You
is important and will work every time. can run a consistent print or mail campaign
to give more details about the products and
The key to success in the automotive business services your dealership offers, or choose
is the people, product and promotion. Having a combination of media. All advertising
the right cars and trucks at the right time at mediums have value. You have to pick the
the right price, and having a well-trained, ones that you believe will work best for
informed staff that will provide customers what you are trying to accomplish and stick
service that meets or exceeds the dealership with it long enough to measure the results.
expectations is key. You can always make changes and improve
your plan.
Sit down with all your managers and create a
marketing plan. Periodically communicate to all your
employees what you are advertising.
Forecast how many cars and trucks you plan Every one in the store needs to know your
to sell, put a dollar figure per vehicle towards dealership’s core values, so they will be able
marketing, and come up with an annual dollar to communicate them to all your customers.
figure for advertising and allocate a portion
to each month. Then, do something very You’ve just created a branding campaign
important: Factor out how much has already that communicates to your customers and
been allocated to everything that goes into employees who you are and what you are
advertising. That’s why you need to do this trying to accomplish.
exercise with your entire management staff
present. Most of the time, there are a lot of Success happens in stores that create their
dollars already allocated to things that an marketing plan, and then put the pressure on
owner or manager isn’t aware of. themselves to take better care of their people, “Call me Dealers using
customers and inventory instead of trying to the “I Like
Then, figure out what your dealership’s fine the latest and greatest ad campaign.
today! That
core values are. How would you like your You’ll Payment”
potential customers to think of you? Is it just Put your plan into action. Monitor and work like the program
lowest price, or are there other unique selling your plan. You’ll be more likely to hit your are doing
points about your dealership beyond price? target, your employees will all be more
results!”
awesome!”
Build your core message around those unique in tune with the direction of the store, and
positions. Create a positioning statement of you’ll do something very important: You’ll
who you really are as a dealership, and build never be surprised that you spent more than
it into all your advertising. you expected to. A disciplined market plan
works every time.
Define your best opportunities for growth. RAQUEL SMITH, VP SALES/MARKETING
Is it new? Is it pre-owned? Cars or trucks? Good selling.
Is it in service? And since you still need to
give potential customers reasons to buy
now, create advertising that includes special
offers, prices or payments along with your
positioning statement. This message speaks
to people in the market today, and will build Mike Nichols is president of Nichols
Media. He can be contacted at
long-term consideration for people who will 866.590.1624, or by e-mail at
be coming into the market in the future. mnichols@autosuccessonline.com.
october 2006
37

34. sts fos ls ms sf fis
JesseBiter
leadership solution
King of Service
Good customer service of Christ.” 1 Corinthians 11:1 acknowledge that employee and allow that
is the lifeblood of a positive energy to motivate other team
successful business. Think about the last time you ordered a members.
The old adage that meal at your favorite fast-food joint. Did
“cash is king” may the cashier make you feel like a valued “Do not be quickly provoked in your spirit,
have a stranglehold customer, or just another wad of cash to stuff for anger resides in the lap of fools.”
on the mindset of American popular culture, into the register? Somewhere along the way, Ecclesiastes 7:9
but the reality is that a company that our nation lost its passion for serving others.
consistently fails to meet the expectations of Ironically, our selfish disregard for the needs Dealing with the public is not always easy.
its customers will find itself with nobody left of others violates both moral values and Unpleasant customers are bound to show
to disappoint. common business sense. Economics 101 up at your dealership. The trick is to never
clearly dictates that the cost to acquire a new allow a negative encounter to pollute your
The Internet has undeniably leveled the customer is significantly more than selling otherwise-positive workplace atmosphere.
playing field for car shoppers. It takes to an existing customer. So why would any Implement a zero-tolerance policy for
more than financing deals, rebates, and business not make customer service a top employees who slander customers to other
other creative promotions to cater to this priority? co-workers. Comments like: “That guy was
more-educated customer base. Successful really stupid,” or “She was such a _______,”
dealerships have realized that slashing prices It all starts with hiring the right people. are simply not constructive and can poison
and offering margin-killing incentives can Look for candidates with a sincere desire the efforts of others in the organization. Your
only go so far. As profits begin to disappear, for serving others. Existing employees need ability to effectively handle adverse customer
inevitably, so will the business itself. So how to be retrained and regularly reminded of encounters will make dealing with courteous
does a dealership keep up with increasing your customer-first philosophy. Set the bar customers even more enjoyable.
business costs, decreasing profits, and a high and set an example for your employees
notoriously fickle car-buying public caught to follow. If you notice mistakes being
in the middle? Give them more than just a made, work with your employees to make Jesse Biter is the president and CEO of
great deal. the necessary adjustments. If you catch HomeNet, Inc. He can be contacted at
something particularly noteworthy such as a 866.239.4049, or by e-mail at
“Follow my example, as I follow the example customer compliment – by all means, openly jbiter@autosuccessonline.com.
38 www.sellingsuccessonline.com

35. sts fos ls ms sf fis
SeanWolfington
leadership solution
The Seeds of
Leadership
All around us, people Provide others with relevant interesting
are looking for leaders. opportunities and with proper measures and
But where do leaders rewards, and they will more than repay your
come from? How do confidence.
we recognize them?
Courage/Fortitude: Fortitude makes a leader
Planted deep within each one of us is a seed firm in the face of difficulties, and constant
of leadership that, if nurtured and cultivated, in the pursuit of righteousness. A leader who
will bear fruit. Dr. McKinley Johnson, author cultivates the seeds of courage and fortitude
of “Natural Leadership Development” states, will have strength to resist temptations, to
“The seed of leadership is sown in the heart overcome obstacles, to face fear, and even
of every person. However, a leader must to suffer persecution in humble meekness.
be placed in the right environment for this A leader with a breastplate of courage will
seed to germinate properly.” As a leader, you be able to make difficult decisions bravely,
must know yourself and your own strengths and implement them with truthfulness and
and weaknesses, so that you can build the sensitivity.
best team around you. Whether you are a
leader in the home, in the community, or in Knowledge: The seeds of knowledge give
any business, leadership must be centered a leader the confident understanding of a
on a solid foundation of virtues. Ensure subject, along with the ability to use it for a
that your managers are applying these same specific purpose. Knowledge is information
principles. Good leadership principles must obtained through reason and is the common
cascade down through the whole dealership. point between truth and belief.
The fundamental seeds of leadership are
seven-fold: Reverence: Being faithful and devoted to
living each day through goodness in word
Wisdom: Wisdom is the ability to recognize and deed is at the heart of this seed. Leaders
the difference between good and evil, and who reap the fruits of this seed give respect
choosing what is good. Wisdom can also be and praise when due, and are rewarded
applied in the way we incorporate our values accordingly.
into our decision-making process. A wise
leader is able to link the past, present, and Wonder/Awe: With the gift of wonder and
future by making decisions today that are awe, a leader has the ability to see the world
driven by the vision of tomorrow and based in its entire splendor. Albert Einstein once
upon what was learned yesterday. said, “The most beautiful thing we can
experience is the mysterious. He to whom
Understanding: The virtue of understanding this emotion is a stranger, who can no longer
provides leaders with the insight to perceive pause to wonder and stand rapt in awe, is as
situations in the broader scope of the “bigger good as dead: His eyes are closed.”
picture.” Growth in this area comes through
meditation and reflection, and surrender to The fruit of the seeds of effective leadership
one’s own expectations to make room for is an environment filled with loyal and
new insights. From the fruit of this seed, an trusting followers who have learned by the
effective leader will be able to understand examples that have been shown them, and
the true meaning of life, thereby empowering who, by their own will and desire, seek
and equipping his or her followers for success what it is that they have been influenced by.
while discovering how to develop an attitude Great leaders bear the fruits and know how
that inspires and motivates colleagues. to communicate and inspire others through
a life of service, kindness, faithfulness and
Counsel/Right Judgment: In adverse and love.
challenging situations, this seed will not
only enable a good leader to exercise good May that ever be so with us.
judgment, but will enable him or her to
advise and help others to make the right Sean Wolfington is the owner of
decisions, as well. Have faith in people to do BZResults.com. He can be contacted
great things - given space and time, everyone at 866.802.5753, or by e-mail at
can achieve more than they thought possible. swolfington@autosuccessonline.com.
october 2006
39

36. sts fos ls ms sf fis
ScottJoseph
marketing solution
Scott’s Individualized
Consultation Transcripts, Part 4
John (real name omitted Now if you take those same goals and noticed that bothers me is that many of these
to protect the store’s increase those by just a small growth of 10 dealerships want to jump, almost grasshopper-
identity) is the owner of percent watch what happens. Your active like, onto the latest-and-greatest-sounding
a Chevrolet dealership customer base grows from 2,300 to 2,530. faddish concept. The problem with this is that
on the East Coast. His A simple 10 percent increase makes your you operate your sales and marketing efforts
customer satisfaction gross average grow from $2,000 to $2,200 totally tactically; erratically hopping from one
scores are above average, but sales are flat. and your frequency jumps from .29 to .32. superficial technique to another.
Now when you take the new numbers and
In this consultation, I gave John a wide range multiply them you come up with $1,781,120 This makes your marketing inconsistent and
of innovative ways to approach prospects, in gross profit. You’ve just increased your irregular. For most dealerships, marketing is
showed him how to resell existing customers, gross profit by $437,120. That’s almost a 33 uneven and haphazard. Certainly it’s not at all
and told him how to word a compelling percent growth rate. Remember that extra strategic. Some weeks you’ll run a newspaper
message to convert the “deadwood” of his $437,000 in gross is only when you factor in ad, other weeks you’ll do a mailing, but
mailing list into live buyers. the sales side and only with people who own worst of all – most weeks you do nothing
one car. Imagine what the number could be consistently, continually or systematically.
If you want to reach more prospects or convey There’s nothing tying it all together.
if you made the same improvements in your
a stronger and more compelling message,
fixed operations, too.
read this transcript. You’ve been so set on getting new business I
Now if I were to ask you before this see a little bit of this with your store.
(Continued from August 2006 issue of
AutoSuccess…) conversation, “Can you grow 33 percent this When you do this you can’t rely on a
year?” you probably would have had your predictable traffic flow, sales flow or multiplied
Scott: Earlier you told me you had right at doubts. But if I were to ask you, “Can you profitability. It’s feast, then famine. It’s a
8,500 previous customers and you average grow your active customer base by 10 percent record month, then a dismal month.
just over $2,000 when you sell a car, right? or your gross average or frequency what
would you say?” J: I agree. We’ve tried to sit down and come
John: That’s correct. up with a set advertising plan but it seems like
J: I agree 10 percent on all those goals it lasts for about a month and then something
S: Do you know how often people come back seems reasonable, but it’s a lot easier said comes up and we abandon it. It’s hard to
in and buy from you? then done. stay with a plan because the market is always
J: I have no idea. changing and the manufacturer is constantly
S: I agree. If it were easy everyone would
changing incentives.
do it. That’s what’s great. You can almost
S: If you did know what do you think it
always count on most of your competitors S: I like the fact that you are so aggressive
would be?
to not do it. They either don’t have the right trying to sell more cars. I want to make sure
J: I really don’t know I would guess about marketing strategy, most don’t have the you get what I’m talking about when it comes
every three and a half years. right mindset and the most difficult thing is to your mindset because I want to make sure
to really optimize everything. According to you don’t fall into that trap and give up on
S: I assume that’s just on the sales side, not you, increasing your gross profit was just one everything thirty to sixty days after this
parts and service, right? of the things that had to happen in order for conversation.
you to know you were the best Chevrolet
J: Yes, just for sales. What if they’ve bought dealership in the northeast. I’m here to tell Almost every dealership I’ve ever worked
more than one vehicle from us? you if you open your mind and increase each with was massively under utilizing their
of these three goals by just 10 percent, you resources when I got to them. You are too.
S: Then the number would be higher. For the
will also accomplish everything else you need If I can open your mind to taking advantage
sake of keeping it simple let’s just talk about in order for your store to become exactly what of some of the assets you already have I think
sales and the one vehicle for a moment. One you want it to be. you’ll find it easy to sell a lot more cars. Does
year divided by 3.5 comes to almost .29. That that make sense?
means your customer frequency average is J: I like everything you’re saying. In order
.29 times per year. for me to buy into a new mindset I’m the kind J: Sure.
of guy that has to see how you would suggest
Let me show you a formula I show all my S: Ok let’s start to talk about the importance
we accomplish these goals. I agree with the
private clients. Let me ask one more question. of a great marketing strategy….
theory but I need to see a game plan. Are we
Of those 8,500 customers, how many of them
talking about drastic changes? Over the next several months the rest of this
bought within the last 12 months?
S: I like to think of it as a marketing makeover. private consultation will be printed. If you
J: Well last year we sold just over 2,300 cars. would like it in its entirety now please e-mail
When we first start working with dealers and
general managers, it seems initially they’re Scott Joseph at the e-mail below
S: Now take those 2,300 customers and
multiply them by your average gross of constantly looking for the newest business Scott Joseph is the president of J&L
$2,000, then multiply that number by your building strategies and those ultra-inventive Marketing, Inc. He can be contacted at
frequency number of .29 and you come up ideas that will give them the quickest financial 866.429.6846, or by e-mail at
with $1,344,000 in gross profit. payback on their investment. One thing I’ve sjoseph@autosuccessonline.com.
40 www.sellingsuccessonline.com

38. sts fos ls ms sf fis
CharlesArrambide
leadership solution
Avoiding Regulatory and
Compliance Attacks in Sales and F&I
As a dealer, you traffickers and others. to going to court, binding arbitration provides
face regulatory and a fair and efficient forum for resolving legal
compliance attacks OFAC requirements apply to all cash, credit disputes. When a properly drafted agreement
from numerous and lease transactions, as well as consumer- is used, binding arbitration can benefit all
sources, such as class- and business-purpose transactions. To ensure parties involved.
action lawsuits, big that the customer who is about to buy a vehicle
verdict non-class suits, the Federal Trade from you is not on the list, you must screen • The arbitration process is private in all
Commission, state attorneys general and many his or her name against the OFAC database. jurisdictions.
others. In the last five issues of AutoSuccess, The same applies for vendors and employees. • Professionals make decisions in
I have covered some of the top ways to avoid For an overview of how to comply, see the arbitration cases, lessening the risk of
becoming the target of such actions. The June, 2006 issue of AutoSuccess. Talk with an extreme award.
following review will help you determine your legal counsel to ensure you are fully • Arbitration is typically less expensive
whether you are taking important measures to compliant with OFAC requirements. than resolving a dispute through the
protect your business and legacy. court system.
Self-Audits • Arbitration is faster. On average,
The Safeguards Rule Inspect what you expect. It is not enough to arbitration cases are resolved in less
Every week, it seems, there are new reports develop compliance-related programs and than nine months, while the average
of data breaches at major corporations. processes for your dealership. You have to civil case takes more than two years.
These security breakdowns expose the follow through on implementation. A great
personal information of millions of people to way to do this is by conducting a self-audit To help you decide whether arbitration is
risk. Such breakdowns occur in dealerships, of your sales and F&I areas. It is simple to right for your dealership, read my article in
too. Imagine the hassle, embarrassment, do and well worth the time. Your self-audit the September, 2006 issue of AutoSuccess.
negative publicity and loss of business you may reveal a minor discrepancy that you can Consider the pros and cons, and talk with
would endure if your customers’ sensitive correct before it becomes a costly compliance qualified legal counsel. If binding arbitration
information was lost or stolen. issue. See the July, 2006 issue of AutoSuccess is right for you, implement it using a properly
for tips on conducting self-audits. drafted agreement.
The Safeguards Rule (covered in the May,
2006 issue of AutoSuccess) requires dealers Employee Education Bottom Line
and other financial institutions to have Your self-audit may uncover a compliance While compliance regulations change
measures in place to ensure the security of gap that you can correct with training. For frequently, one thing remains the same: The
customer information. You were required to example, if employees are not complying with best business practice you can implement is to
be in compliance with the rule no later than Safeguards Rule requirements, determine treat every customer the right way. Ultimately,
May 23, 2003. I encourage you to find out if whether they received sufficient training. If it will help protect your business and your
you are still compliant. the training was not adequate, your employees legacy.
may not know how to comply with the rule.
Work with qualified legal counsel and evaluate That lack of compliance could have serious This information is presented for risk
your information security program at least consequences for your customers and your management purposes only. It is not to be
annually to ensure you remain fully compliant business. construed as legal advice or legal opinions.
with the Safeguards Rule. By protecting your Consult your legal counsel for assistance.
customers’ information, you are protecting Ongoing education and development will Universal Underwriters Insurance Company,
yourself and your business. help ensure that your employees stay on top its affiliates, agents and employees assume
of compliance issues. Give employees the no responsibility or liability for making this
Office of Foreign Assets Control (OFAC) tools and knowledge they need to succeed, information available.
The government prohibits all U.S. persons and you will reap the benefits. Training
from doing business with any individual, and development resources are listed in the Charles F. Arrambide is assistant vice
group or entity listed on the “OFAC” list, August, 2006 issue of AutoSuccess. president and associate risk officer
also called the “Bad Guy” list and “Specially for Universal Underwriters Insurance
Designated Nationals and Blocked Persons” Binding Arbitration Company. He can be contacted
list. It includes the names of thousands Binding arbitration can be an excellent tool for at 866.347.5019, or by e-mail at
of suspected and known terrorists, drug reducing risk in sales and F&I. An alternative carrambide@autosuccessonline.com.
42 www.sellingsuccessonline.com

39. sts fos ls ms sf fis
TonyDupaquier
f&i solution
Always Ask ‘Why’
Small children learn a The best way to deal with broad objections been determined, it is easier to overcome the
lot in a short time due is to turn them into specific objections. To objection and focus on the close.
to the fact that they do this, ask the customer, “I can appreciate
are always asking, where you’re coming from, what concerns
“Why?” As adults, you about _________?” Tony Dupaquier is the director of F&I
Training for the Automotive Training
we assume we know Academy. He can be contacted
why things happen or why people act in a This simple question should reveal the true at 866.856.6754, or by e-mail at
certain manner. However, when attempting objection. Is it price or value? Once this has tdupaquier@autosuccessonline.com.
to overcome objections, it is important not to
assume why a customer has made a decision,
but rather to dig deeper and learn the real
reason why the customer declined a product Work Smarter. Market Smarter.
or service.
Too many times, business managers utilize
a “shotgun” approach. When business
managers conduct business in this manner,
they start throwing product knowledge at
customers to explain how good a product
or benefit is. On occasion, a business
manager says something that resonates
with the customer, and the customer closes.
Unfortunately, this approach is detrimental
to the car deal on the whole, reducing CSI
and increasing the chances of a chargeback.
Instead, business managers should use more
of a “rifle” approach with customers. This
approach encourages the business manager
to know what the wants/needs are, so that he
or she can pinpoint and aim directly at the
need/want to make the close.
There are only two reasons why customers
decline a product or service: Either they see
no value in the product or benefit, or it is
simply a price/payment issue. Whichever
one it is, a professional business manager
needs to be able to handle the objection.
MarketView360 is a hands-free, intelligent multi-channel marketing
When asking a customer why he or she system that automatically sends targeted email, voice broadcast, text
declined a product, it is important to maintain and direct mail marketing messages to 100% of your customers based
the highest level of professionalism, refraining
from sounding angry or disappointed in on an algorithmic formula. Let MarketView360 do all the work for
any way. Rather, with a look of concern or you, so YOU can focus on the right things; boosting sales, generating
confusion, simply ask the customer why he
or she did not opt for the product. service & parts revenue, and keeping profitability at a maximum.
There are two types of objections: broad
and specific. A broad objection is when a
Call 1.866.591.4238 or
customer says “no,” without giving any visit www.marketview360.com
reason as to why. A specific objection is
when the customer gives a particular excuse to find out more about MarketView360
for saying “no.” A specific objection is
easy to handle, a broad objection is almost
impossible to overcome.
The Most Intelligent Multi-channel Marketing System On The Planet
october 2006
43

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