The document discusses how Tasca Ford used search engine marketing (SEM) platforms like Google AdWords to target local customers and drive more traffic to their website. It notes that SEM platforms are becoming more important for dealerships to reach customers as search platforms grow more complex. The dealer was able to corner their local market by leveraging advanced SEM strategies to capitalize on emerging online advertising trends.

1. AutoSuccess Best Practice Summit VII, Details Inside
Volume 6 • Issue 4

2. He’d heard your radio ads,
seen your TV spots.
But it wasn’t until he caught
them online that he really
connected with your dealership.
And with the perfect car.
Introducing MultiMedia Center, a one-of-a-kind showcase for TV and radio ads,
video tours and demos, and more.
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where shoppers make their decisions.
That’s just one part of Dealer Solutions 2007, our industry-leading suite of online solutions designed to help you
merchandise your inventory and your dealership:
New Vehicle Specials offers a dynamic way to drive more shoppers to your new cars.
Find Your Dealer provides a new way for you to promote important dealership
information like finance options, service or languages spoken. WHAT WE DO
AutoBiography gives shoppers a printable brochure of any car’s details and photos.
WORKS.
Call 888-249-6860 today and ask about Dealer Solutions. Learn how AutoTrader.com
is working hard to help you sell more cars than ever before.
© 2007 AutoTrader.com, Inc. All Rights Reserved. "AutoTrader.com" is a registered trademark of TPI Holdings, Inc. used under exclusive license. The ultimate automotive marketplace.

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6. Profile of a Champion Closer
8 TomHopkins
The Treasury of Quotes
10 BrianTracy
on the cover
Ford Dealer Corners the Market With SEM
11 BobTasca III
Can you run ads and payments like this and make
UNLIMITED GROSS PER DEAL and 12 KevinSmith
OVERCOME UNLIMITED NEGATIVE EQUITY?
NOW YOU CAN!
A Tip for Dealers When Every Dollar Counts
Why Your Payroll System May be Worth a Second Look 18 GreggStrong
Six Steps to Help You Easily Achieve Your Goals
22 DebbieAllen
Working Full-Time on Business and Faith
24 JesseBiter
Down to the Twelfth Man
25 SeanWolfington
Are You Boring
26 MarkTewart
Are You Putting Your Videos Online
Leverage the Power of Video Search Engine Optimization 28 SeanV.Bradley
Dealership Launches Online Television Channel
32 PatrickLuck
Take Five
34 PaulH.Webb
helping to support... God is the source of all supply
Hebrews 12:1 - Let us run with endurance the race that is set before us.
Patrick Luck, Editor & Publisher Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist Brian Balash, Sales-improvement Strategist
luck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com bb11@sellingsuccessonline.com
Thomas Williams, Creative Director Dave Davis, Creative Strategist & Editor God is the source of all supply
design@sellingsuccessonline.com ddavis@sellingsuccessonline.com
3411 Pinnacle Gardens Drive | Louisville Kentucky 40245 | phone: 877.818.6620 | fax: 502.588.3170 | www.SellingSuccessOnline.com
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $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.

8. sts fos ls ms sf fis TomHopkins
sales and training solution
Profile of a Champion Closer
When you hear However, if they don’t like you and trust preplan. All professionals preplan — they
the phraseology, you, not only will the strategies not work, don’t wing it. They don’t just get in front of
“Closing the Sale,” they’ll backfire and your clients will feel you a qualified decision maker and start talking.
what comes to mind? are getting “pushy.” The balance you must They know exactly where they are going and
Force? Intimidation? achieve is to have them like you and trust you have their strategies and techniques planned
Persuasion? I feel “Closing the Sale” is — radiate empathy, but also being able to call out in advance.
helping people make decisions that are good for a decision and close the sale.
for them. The key words here are “good for The second P is Practice. What were all of
them.” If you plan to be in the automotive Top salespeople have confidence. Have you us taught? Practice makes perfect. I’d like
business any length of time, you’d better get a ever lacked confidence? Have you ever been to change that to Perfect practice makes
handle on that point or your career will dead- wary of meeting new people? Of course you Perfect. There are many people who practice
end quicker than you can say “lickety-split.” have. We can overcome this by learning what doesn’t work. They hear and watch
certain phrases and learning to ask the right an incompetent salesperson not recognizing
We have a tendency to think that everybody questions. By doing this we can build our the incompetence, and they start doing the
closes sales the same. This is not so. In confidence — just by using the words and same thing. The key is to find a professional
fact, many salespeople who close sales are making them our own. who has done what you want to do, set your
not even sure how they do it. Some earn goal to practice what he or she does and then
tremendous incomes and can’t really pinpoint perfect it. And that’s the next P.
why they are so successful. I’ve visited with
top salespeople in many fields and I’ve asked If ever you You must always work to Perfect what you
them, “Tell me how you close the sale?”
They’ve replied, “Well, I just do,” or “It just
feel you do. If ever you feel you know it all, you are
in trouble. The more you know, the more you
happens.” That’s not true, but they’ve never
sat down and analyzed what it is they do that
know it all, need to know. It’s just like your income. As
you sell more vehicles and therefore, increase
has made them so successful. you are in your income and expand your clientele, you’re
I’m going to outline some tactics and trouble. The going to need to increase your knowledge
level, too. Remember, there is always a better
strategies that have been proven beyond a
shadow of a doubt to work for everyone when more you way of saying it — and a better way of doing
it. Don’t allow yourself to plateau.
you adapt them to your personality, when you
adapt them to the way you speak, and when know, the The fourth P is Performance. You are putting
you adapt them to your style.
more you on a performance. This doesn’t mean you
are phony, it means you are saying the right
Let’s study the profile of great closing
salespeople. The very first thing is they have
need to words the right way to get the end result that
is in the best interest of your clients. So, when
committed themselves to become students of
techniques. What does that mean? It means
know. you talk on the phone, when you meet people
in the showroom, when you go on a test
they must commit to selling and make it a drive, it’s a performance. Everything you say
part of their lives so that every day they are Do you know what the greatest closing tool and do is part of your performance. All these
students. They constantly search for new of all is? It’s one word and that word is performances must be made a part of you.
techniques by attending seminars, reading Enthusiasm —enthusiasm for what you do.
books, listening to audio programs and I don’t mean the type of enthusiasm that is Become a student of selling, study the four
then striving to incorporate at least one new outward, bubbly, ranting and raving — but P’s I have listed, watch what the professionals
technique or concept they have learned into the enthusiasm that you have inside that are doing, and search for new techniques and
each selling situation. Constantly fill your people can feel you have. you’ll find you are closing more sales.
mind with new ideas and then deliver the
techniques. You will increase your ability to To help have enthusiasm, close sales and
close the sale. be successful in selling, I feel you need to
commit to live by the four P’s. What are the
Another part of getting a final agreement is four P’s? The first one is Preplan — preplan World-renowned master sales trainer Tom
Hopkins is the chairman of Tom Hopkins
that you must have the ability to get people every presentation. Before you meet your International. He can be contacted at
to like you and trust you. If they like you and clients, preplan. Before you demonstrate a 866.347.6148, or by e-mail at
trust you, they won’t fight the sales process. vehicle, preplan. Before you handle an ad call, thopkins@autosuccessonline.com.
8 www.sellingsuccessonline.com

9. But he’s willing to meet an even the sidelines and wish you would Call 513 932-9526 and just say
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10. sts fos ls ms sf fis BrianTracy
leadership solution
The Treasury of Quotes
Leadership The establishment of a clear, central purpose Approach each customer with the idea of
Integrity is the most or goal in life is the starting point of all helping him/her solve a problem or achieve a
valuable and respected success. goal, not of selling a product or service.
quality of leadership. Goals in writing are dreams with deadlines. Telling is not selling; never make a statement
Always keep your if you can phrase it in the form of a question.
word. Committing your goals to paper increases
the likelihood of your achieving them by
Leadership is the ability to get extraordinary 1,000%! Character/Integrity/Honesty
achievement from ordinary people. Be absolutely clear about who you are and
Success equals goals; all else is what you stand for. Refuse to compromise.
Become the kind of leader that people would commentary.
follow voluntarily, even if you had no title or Integrity is the foundation upon which all
Rewrite your major goals every day, in the other values are built.
position. present tense, exactly as if they already
Leaders think and talk about the solutions. exist. Truthfulness is the main element of character.
Followers think and talk about the problems. Deal honestly and objectively with yourself;
Respect is the key determinant of high- Keys To Successful Selling intellectual honesty and personal courage are
performance leadership. How much people Think of yourself as a resource to your clients: the hallmark of great character.
respect you determines how they perform. an advisor, counselor, mentor, and friend. Confidence on the outside begins by living
The only pressure that you use in a professional with integrity on the inside.
The three ‘Cs’ of leadership are Consideration,
selling presentation is the presence of silence
Caring, and Courtesy. Be polite to everyone.
after the closing question.
Goals/Goal Achievement Concentrate on the activities of prospecting,
An average person with average talent, presenting, and following-up; the sales will
Brian Tracy is the chairman and CEO
ambition, and education can outstrip the take care of themselves.
of Brian Tracy International. He can be
most brilliant genius in our society, if that Make a habit of dominating the listening, and contacted at 866.300.9881, or by e-mail at
person has clear, focused goals. let the customer dominate the talking. btracy@autosuccessonline.com.
10 www.sellingsuccessonline.com

11. sts fos ls ms sf fis BobTasca III
Ford Dealer Corners
marketing solution
the Market With SEM
Tasca Ford capitalizes platforms become more complex with each capitalize on these emerging trends.
on advanced search passing day, they also become more critical to
marketing platforms to the success of dealerships like Tasca Ford and Visit www.Tasca.com to learn more about this
dominate sales in their their online marketing. results-driven dealer group.
region. With the ever-
increasing number Consult a qualified and industry-proven Bob Tasca III is the dealer principal of
of online automotive consumers using expert in the automotive field to customize Tasca Automotive Group. He can be
search engines to gather information before an integrated marketing mix that is right for contacted at 866.210.1254, or by e-mail at
your dealership. The stakes are too high not to btasca@autosuccessonline.com.
beginning the buying process, effective search
engine marketing (SEM) is fast becoming a
high business priority for automotive retailers
to increase traffic to their sites and to expose
consumers to their inventory and dealerships.
STAY IN TOUCH.
Organic search optimization is still the most
popular form of SEM — almost three-quarters
of online marketers use this method — with
paid placement a very close second.
There are many key pieces to the hyper-
competitive Internet marketing puzzle.
Tasca Ford, with locations in Rhode Island
and Massachusetts, has pieced together an
INCREASE
effective Internet marketing strategy, helping
the dealership to sell hundreds of additional
vehicles each month.
Bob Tasca III understands the complexity
of Internet marketing and the importance of
top placement in the quest for search engine
RETENTION.
MARKETVIEW360 MAKES IT HAPPEN!
ranking. The successful award-winning “ Prior to Marketview360 we had a small amount
results that Tasca Ford has generated is not of email addresses in our system. Since then
because of any one element, but rather the they have collected almost 8000 ! Not
on-going development and integration of a
marketing mix that includes search marketing only has this helped us increase our
campaigns. “We take a number of approaches, first appointment retention rate but it
including search engine marketing together has allowed us to communicate with
with print and radio, to drive consumers to thousands of our customers efficiently
our Web site,” Tasca said. Tasca Automotive and effectively with custom messages
has capitalized on the unparalleled potential targeted for that customer’s needs”.
of e-Commerce to build a multi-franchise,
multi-location automotive group serving the Mike Ward,
New England area. General Manager,
The Tasca Group Ford dealership is Town East Ford
consistently among the world’s best in sales
volume, and Ford executives from all over
often visit in order to learn more about best
practices of their successful operation. Through
the unparalleled potential of advanced search
marketing, Tasca Ford consistently achieves
WORK SMART
top ranking placement on popular search
engines, enabling the dealership to become
MARKET SMARTER
a regional marketing presence in the metro
area, capturing one-fourth of the metro market
with a growing majority of repeat business.
The four-generation Tasca family legacy
of premiere customer service will continue
The Most Intelligent Multi-Channel Marketing System On The Planet
to thrive through innovation as the Internet
becomes a “tool of the trade” for today’s top- 1.866.591.4238
performing dealers. www.marketview360.com
As search engine marketing technology
the #1 sales-improvement magazine for the automotive professional
11

12. fs feature solution
KevinSmith
Can you run ads and payments like this and make
UNLIMITED GROSS PER DEAL and
OVERCOME UNLIMITED NEGATIVE EQUITY?
NOW YOU CAN!
Do you ever sit back at the end of the month
and wonder how the really big ones got away?
must also produce attractive payments. By
utilizing the equity in the customer’s home,
Corp. “About eight percent of homeowners
took out a second mortgage specifically to
deal basis. We have found that when F&I or
sales managers are required to double enter
payments: a conventional payment, a lease
payment, and a “VIP” payment. The “VIP”
spot delivery, it should be anticipated that
roughly five to 10 percent of the deals will
You know the deals — they elicit high fives you can stretch the term — in many cases buy a vehicle.” information, or process applications through payment will be significantly lower, which unwind — usually because the information
in the sales tower and roll dice for spiffs in producing a payment of just a few hundred a separate system, regardless the merits, the usually prompts the customer to ask, “What provided by the customer is incorrect
Saturday sales meetings. Even if you’ve been dollars per month even on a luxury vehicle. Given the current market challenge, these program just does not get utilized. is the VIP payment program?” or cannot be substantiated. Because the
in the business 20+ years working 60 hours a numbers may slightly decrease in the short dealership is immediately funded on the loan
week, reviewing the deal summary sheet of a An additional byproduct of the lower term; it still, however, represents a huge Additionally, it is important to find a lender Typically the salesmen will then show a 30- in anticipation of closing, the dealership pays
5-15 pounder still makes you feel like a kid payments is the ability to run ultra-aggressive market segment of roughly 20 million new who can fund the deal within one to three second online video to the consumer, provided back the loan proceeds and simply re-floors
on Christmas morning. advertising, giving you a significant and used car buyers annually. days to avoid challenges with your floor plan by the lender, regarding the customer’s the vehicle in the event the deal unwinds.
competitive advantage in your market. lender. Imagine the impact on your contracts advantages to a Home Equity ATM-type For this reason, we recommend holding the
The biggest challenge we face in putting Imagine running a one page color spread Certainly, there is a big enough market in transit if you had to wait several weeks program. The main advantages being the trade until the actual loan has closed, usually
together scores of monthly high-gross deals is with payments based on MSRP or above for to substantiate a Home Equity ATM-type for your funding. In many cases, immediate high probability of the tax deductibility; the within 14-21 days.
negative equity. Ponder this — If you had the just a few hundred dollars per month on full- program in your dealership, but what about funding may cost 1.5 percent of the loan ability to buy much more car at a much lower
ability to get any total sales price necessary size trucks, SUVs and luxury vehicles. the potential liability? I’m guessing that your amount. In the scheme of things, however, it payment; the fact that the vehicle will be free In summary, we know that negative equity
carried, on every vehicle in your inventory, F&I Manager is not a licensed mortgage is similar to what you would pay to accept and clear, creating greater trade flexibility; in our industry is not going away any time
would your grosses dramatically increase? Sound great? Sure it does, but what’s the broker, and even if he or she is, it is probably funds, and you’ll have plenty of room to and the fact they can take immediate delivery soon. Clearly, overcoming the negative
potential downside? Without question, the not prudent to become involved as an indirect charge any such associated fee to the deal. of their new vehicle. equity hurdle in conjunction with attractive
The answer is an unquestionable “yes.” This housing and mortgage industries have made lender of mortgage paper. payments is the key to producing consistently
solution is at your fingertips today. Moreover, news on a consistent basis. Much of the Also, make sure you engage with a company The deal is then submitted to the lender via a higher grosses, better closing ratios and
roughly 32 percent of your customers are current challenge is due to lenders sustaining Therefore, when incorporating a Home Equity that has a well-established lending arm, lender submission tool. The lender normally incremental volume.
already utilizing this solution without you, significant losses, with a large portion of ATM-type program into your dealership, it is preferably an accredited bank instead of a calls the customer back at the dealership in
while you’re losing control of the deal and these losses being generated in the sub-prime important that you merely refer the loan to mortgage broker. Also, make sure the lender roughly 10 minutes; they take the application Whether you have leadership in your market
the gross. arena with less significantly collateralized the lender. This can be simply accomplished has an affiliation with a national title company over the phone and send back a conditional and are looking to widen the margin, or if
second mortgages or lines of credit. through a lending submission tool. that has a network of mobile notaries to approval (with “stips”) within 30 minutes. you’re behind the front runner and looking to
What I’m referring to is using the equity in ensure the customer’s final closing process is close the gap, implementing a Home Equity
a customer’s home to purchase a vehicle. Consequently, the guideline for approvals This general process has been evaluated convenient. Once the conditional approval is attained, ATM-type program at your dealership will put
Until recently, this was not a viable option has become more rigid. While programs by Dr. Gary Lacefield, who is considered the dealership will normally spot deliver the the swagger back in your sales department,
on our showroom floors to inspire immediate have fluctuated lately, most analysts see the one of the nation’s leading experts on Real Because of added associated costs that you vehicle. The paperwork typically includes and separate yourself from competition with
deliveries. There has traditionally been a change as a necessary, yet temporary, market Estate Settlement Procedures Act (RESPA) do not have with standard auto financing an assignment of funds, noting the customer more aggressive advertising, higher gross
large time disconnect between the mortgage correction. Similarly, if GMAC (or any other compliance. Lacefield is a former HUD programs — such as AVMs, tri-merge credit is agreeing to have the lender fund the margins and incremental deals.
industry and the automotive industry. In the auto lender) sustained increased financial official and has issued a written opinion reports, and mobile notaries — you should dealership directly out of the loan proceeds.
auto industry, we need an approval within losses, they probably would tighten the reins. regarding the legal compliance of such expect to pay a small monthly fee of $199- The conditional approval and assignment
about 30 minutes, the ability to spot deliver They wouldn’t, however, stop approving car programs, and deemed that a non-commission $999 per month. Determining factors in the of funds documents are then faxed from the
a vehicle, and we need our funding within a loans; rather, their lending criteria would referral is compliant in all 50 states. price variation are items such as integration dealership to the lender. Within 24 hours,
few days. Conversely, a loan closing in the slightly shift until the market corrected with a national deal submission tool, the dealership cashes the draft for the full Kevin Smith is the chief executive officer
mortgage industry typically takes several itself. In addition to compliance, there are several immediate funding availability, and, at the amount of the contract, including F&I or of Visionary Innovation. He can be
weeks to a month. That time gap has now other factors you should consider when upper end of the price range, market semi- accessory adds. contacted at 866.387.7217, or by e-mail at
ksmith@autosuccessonline.com.
been bridged, however, and instantly using It is important to understand in evaluating this implementing a Home Equity ATM type exclusivity and equity mining software.
the equity in your customer’s home has current short-term correction that, “In 2006, program. First, choose a lender who has At this point, the dealership has completed
become an exciting reality. about 24 percent of homeowners used a home made it easy to integrate them into your When implementing a Home Equity ATM- the transaction and has been funded. The
equity line of credit to purchase a vehicle,” sales process. Most importantly, they should type program, it is easy — but important lender stays in contact with the consumer
In order to structure consistent high-gross said William H. McCracken, CEO of the integrate with a lender submission tool that — that you incorporate it into your everyday to attain the conditional documentation and
deals, we not only need big carries, but we Chamblee, GA-based Synergistics Research you use as part of your process on a deal-by- desking process. Most dealers pencil three facilitate the closing of the loan. As with any
Most dealers pencil three payments: a conventional payment, a lease payment, and a “VIP” payment. The “VIP” payment will be
significantly lower, which usually prompts the customer to ask, “What is the VIP payment program?”
12 www.sellingsuccessonline.com
13

13. SUMMIT VII
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
Call today to register. Seating is limited. Speakers and times subject to change. toll free: 866.739.2096 web: www.autosuccessonline.com

14. SUMMIT VII
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
Speakers and times subject to change. toll free: 866.739.2096 web: www.autosuccessonline.com

16. sts fos ls ms sf fis GreggStrong
A Tip for Dealers When
marketing solution
Every Dollar Counts
Why Your Payroll System May be Worth a Second Look
While your payroll the processing, tracking and filing of payroll automatically calculate paychecks for the next
system may not be the documents. pay period. Payroll programs can withdraw
most exciting part of funds from the company’s bank account, send
your business, here’s To assess your own internal payroll costs, direct deposits to employee bank accounts and
why it’s worth a closer consider: send tax payments to federal, state and local
look: It may be costing • How much the time spent is actually agencies. All transactions are also verified and
you large amounts of unnecessary time and worth? Consider the cost of your time reconciled each day. At the end of the year,
money. and the time of anyone who processes or most payroll programs will submit necessary
“touches” payroll. Often, many people tax information and produce W-2 statements.
All businesses - small, medium and large - in a small company are involved in the
need to manage payroll and human resource various parts of payroll processing. Employees can also access the payroll system
functions. Payroll and employee benefits • How reliable is the current payroll to maintain their own records. They can track
are one of the largest operating expenses for system? An outside payroll provider their time and attendance and perform other
American businesses. Industry studies show can reliably ensure payroll processing HR tasks, such as changing their address,
outsourcing payroll and tax services can and tax filings are accurate. viewing and printing past pay stubs, checking
reduce a company’s operating costs by 55 • What savings would outsourcing time-off balances and modifying their direct-
to 60 percent. About one-third of American provide? Since an outside provider can deposit information. This frees up HR staff
businesses outsource those tasks today. handle all the responsibilities involved time for other responsibilities.
in managing payroll and answering
Many business owners underestimate the cost employee questions, a small business A more efficient, contemporary program will
of processing payroll internally by failing can often eliminate or reallocate an not only save you and your staff time, it will
to account for all hours spent and resources internal payroll resource. provide peace of mind while saving your
allocated to pay employees and accurately company money.
maintain payroll and tax paperwork. A Online payroll programs are easy to use and Gregg Strong is the national commercial
thorough analysis usually proves that a accurate. Company administrators log onto sales manager for Key AutoFinance. He
small business saves money, and increases the system Web site to review and update can be contacted by e-mail at
payroll and tax reliability by outsourcing employee pay and attendance records, and gstrong@autosuccessonline.com.
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18. InterActive Financial has done an amazing job at bringing new
business to our special finance department. The customers they
direct to our showroom are not just sub-prime leads, they are
actual sub-prime buyers. To start seeing a difference in
your dealership, call the experts at IFMG today.
Ali Kargaran, General Manager
Golden State Motors

19. sts fos ls ms sf fis DebbieAllen
sales and training solution
Six Steps to Help You
Easily Achieve Your Goals
Step #1: Be achieve by sharing them with other people others in your industry or to create a better
Persistent who support my success. They also support lifestyle for your family? Will your goal have
Persistence and goal my own personal promise. Many of my a profound impact on your life or on others?
setting play a big friends, business associates, family and Will exceeding your goals help you win
role in achieving even my audience attendees help me stay on awards you’ve always dreamed of winning?
your success in the track and keep me moving toward my goals How will meeting your goals fulfill your
automotive industry. But before you focus with continuous positive encouragement. personal promise?
on your goals, first determine what your Therefore, I share my goals out loud with
purpose is. You must first be very clear about others who support my dreams and they help Step #5: Don’t Let Your Ego Get in
the true purpose of why you want to achieve me stay committed to accomplishing them the Way of Setting Big Goals
your goals. more often. Don’t ever allow your ego to stand in the
way of seeking new ideas and advice that
Your purpose is what you feel compelled If you have a tendency to disappoint yourself can help you exceed your goals. The ego
to do or to accomplish, and it’s what keeps before disappointing others, you may not feel can often drive us to keep doing the same
you on course. It’s what gives meaning and comfortable sharing your goals. Yet, most unproductive things, and unreasonably keeps
direction to your career. So the first step is people who don’t share their goals often us hoping for different, productive results.
not to come up with a string of goals — it don’t really believe that they can accomplish The ego very often gets in the way of one
is to clarify your purpose and then get more them. Any negative self-doubt will feed your professional asking for the advice of peers or
specific. Your goals need to be consistent beliefs and sabotage the results of your goals. colleagues. Don’t let your ego get in the way
with that purpose. Otherwise, you’re not To avoid this, start by sharing short-term of asking for help and support. You can’t do
going to have the passion and enthusiasm goals first, then move on to more long-term it on your own. You need the support, secrets,
you need to go out and exceed the goals you or riskier goals as you feel more confident and strategies of others who have been there
set for yourself. with your success. and done that before you.
Step #2: Ensure Victory With Simple Step #4: Prioritize — Yet be Flexible Step #6: Don’t Give Up
and Short-term Goals First It is best to decide which goals are most You will get discouraged from time to
Always have some goals that are easy to important for you to achieve. Date your goals time, and may even start to doubt yourself.
reach. Simple goals and short-term goals accordingly in the areas that will reap you The automotive industry has its share
will motivate you as you achieve them, and the largest return on your investment of time of challenges today, and only the most
they will keep you headed toward your larger and effort. Ask yourself if a task is moving committed and challenged salespeople will
goals and your own personal promise. you toward your goals faster or holding you do well in a slower marketplace. That is
back from reaching your peak potential. just the law of the business: The automotive
Step #3: Share Your Goals in the industry will always have its share of ups
Form of Affirmations Be open and flexible to changes around you. and downs. There will also be many times
Speaking your goals out loud in the form of Due to unforeseen circumstances, you may that you get busy and sidetracked, and you
affirmations will not only help to feed your need to adjust the due date of your goal or may even have a tendency to procrastinate.
own subconscious mind, it also will allow reevaluate and cancel it altogether. Often, But don’t stop. Stay productive, share your
others to support your efforts too. You are the goals that receive the most attention are progress and keep moving forward towards
more likely to achieve your goals if your most likely the ones that will also change achieving your goals.
friends, business associates and family know frequently.
about them. But only share your goals with
people who will encourage your growth Understand why you want to achieve and
and success, and be sure to avoid negative exceed your goals. Why will exceeding your
Debbie Allen is an author and professional
forces. goals make your life better than it is right speaker. She can be contacted at
now? Clarify the root of why you want to 866.467.4104, or by e-mail at
It always amazes me how many goals I exceed your goals. Is it to earn respect from dallen@autosuccessonline.com.
22 www.sellingsuccessonline.com

21. sts fos ls ms sf fis JesseBiter
leadership solution
Working Full-Time on
Business and Faith
No sound business is truly a part of one’s heart and soul,
person would ever
agree to work full- In order to enjoy secular naysayers would not be afforded the
opportunity to interfere.
time hours for part-
time pay. Imagine
a harmonious Jesus taught us to be proud of our faith and
if the CEO of your relationship, to share with others. There doesn’t need to
company walked into your office tomorrow be an invisible line between “secular work”
and announced that all employee salaries business or and “Christian work.” If you are a Christian,
were to be instantly slashed in half, while
the working hours remained the same. It’s
otherwise, you are in full-time Christian work. God
has called people into business to fulfill His
highly unlikely that those employees would there must be purposes, just the same as He calls others
remain loyal workers for very long. How into missionary work. Significance comes
about the inverse scenario? Surely if the balance. Put from fulfilling the God-given purpose for
CEO mandated 20-hour work weeks with
40-hour pay, he or she would be the toast of
quite simply, which you were made.
the next office happy hour (especially since the ends need “Peace I leave with you; my peace I give
it now starts at noon). you. I do not give to you as the world gives.
to justify the Do not let your hearts be troubled and do not
The fundamental arithmetic, along with
the abstract nature of human psychology,
means. be afraid.”
John 14:27
makes both above scenarios impractical and
unsustainable. In order to enjoy a harmonious Many Christian business leaders have made
relationship, business or otherwise, there Unfortunately, faith in the workplace far the decision to work full-time on their
must be balance. Put quite simply, the too often takes a backseat to the politically- business and their faith. In fact, it’s easier
ends need to justify the means. So if one’s correct climate in which we live. Our fear- than you may think to both serve Christ
scope of work must be matched with the based society has conditioned our citizens and enjoy a rewarding professional life.
appropriate remuneration, why would there to believe that faith is something that needs It all starts with knowing who you are and
be any difference in equilibrium in regards to be removed from all aspects of the public accepting God’s purpose. If honoring the
to one’s faith? discourse — especially from the workplace. Lord is something that is in your heart, it
The same people that attend church on should be displayed in your actions all week
“I pray that you may be active in sharing Sunday are apparently more frightened of a long.
your faith, so that you will have a full secular backlash than they are joyful in the
understanding of every good thing we have hope their faith provides. This imbalance in Jesse Biter is the president and CEO of
in Christ. Your love has given me great joy the day to day lives of workplace believers HomeNet, Inc. He can be contacted at
and encouragement.” is unhealthy and is ultimately at odds with 866.239.4049, or by e-mail at
Philemon 1:6-7 the very foundation of faith. If one’s faith jbiter@autosuccessonline.com.
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24 www.sellingsuccessonline.com

22. sts fos ls ms sf fis SeanWolfington
leadership solution
Down to the
Twelfth Man
If you’re a fan of every player plays an equally crucial role in
football, odds are you the success of the team. The coach may call the
have probably heard of play, and the quarterback’s job is to execute
the “Twelfth Man” on them, but if the offensive linemen don’t
the team. The tradition provide the protection for the quarterback,
of the Twelfth Man was born in 1922, when or create the holes for the running back to
an underdog Texas A&M team was playing gain yardage, then there is no positive result.
the nation’s top ranked collegiate team. As Each team member’s eagerness and talents
the hard-fought game wore on, the Aggie’s are needed in a collaborative effort, even
were plagued with injuries as they dug those who stand on the sidelines ready to fill
deeply into their limited reserves. in and serve the team as needed.
In desperation, the coach remembered a
squad man who was not in uniform. He had From the
been up in the press box helping reporters
identify players. His name was E. King Gill,
coach down
and was a former football player who had to the water
withdrawn from football to play basketball.
Gill was called from the stands, suited up, and
boy, success
stood ready throughout the rest of the game, for the entire
which A&M finally won 22-14. When the
game ended, E. King Gill was the only man
organization
left standing on the sidelines for the Aggies. will come
Gill later said, “I wish I could say that I went
in and ran for the winning touchdown, but I
when everyone
did not. I simply stood by in case my team involved adopts
needed me.” an attitude of
This gesture has left an indelible mark on service. Your
the football industry. Although Gill did not dealership team
play in the game, he had accepted the call to
help his team. He came to be thought of as should mirror
the Twelfth Man because he stood ready for this concept.
duty in the event that the eleven men on the
gridiron needed assistance.
From the coach down to the water boy,
There are many parallels between success on success for the entire organization will come
the football field and success within a results- when everyone involved adopts an attitude of
driven organization such as a dealership. service. Your dealership team should mirror
Victory does not come at the hands of one this concept. Every player on your dealership
player, but from the combined efforts of a team, from top management down, should
group interacting as a collective team. Team possess the spirit of the Twelfth Man — that
leadership is different than the traditional top- enthusiasm, willingness and readiness for
down arrangement. Responsibility for group service that will motivate entire organizations
effectiveness does not rest on one leader’s to produce increased results while generating
shoulders, but is shared by the group. Let’s truly satisfied and loyal customers.
see how a football team demonstrates the
effectiveness of this philosophy.
Most of the time, we think of the quarterback Sean Wolfington can be contacted
as being the most important person on a at 866.802.5753, or by e-mail at
football team, but the truth is that each and swolfington@autosuccessonline.com.
the #1 sales-improvement magazine for the automotive professional
25

23. sts fos ls ms sf fis MarkTewart
sales and training solution
You probably answered
Are You Boring
Let’s cover some ways to increase your It’s a proven fact that customers who have to
“no.” Who wouldn’t? entertainment value. The easiest way to take certain steps or actions before purchasing
I wonder how your stand out from the pack is to do the exact create their own sense of emotional and
customers would opposite of your so-called competitors. First psychological commitment to purchase. In
answer that question. of all, you must change your position of simple language, you allow them to buy
Do your customers power and leverage by marketing for leads rather than trying to sell them. When people
think you, your product and your business rather than begging for a sale from someone commit to something by their own choice,
are boring? People want to be entertained. who randomly shows up. they will go to great lengths to do business,
Entertainment = Sales. Boring = Broke. if nothing else but to save face. People don’t
Next, you must think about your first point want to look bad.
Your customers get their news from FOX of impact and how that adds or subtracts
News and USA Today, their food from drive from your position. You must either change You may be asking yourself, what does
throughs, their coffee from Starbucks, their the location, wording or nature of the first this have to do with being boring? Boring
money from ATMs, their exercise from 7- meeting. salespeople do what 99 percent of all
minute abs DVDs and their information salespeople do; they beg and pant like a dog
from the Internet. Evaluate your conversations with customers. for a sale and put their salesperson dunce cap
Are you playing the same qualifying game on for customers to laugh at. STOP IT. You
To be successful, you must provide the that most salespeople do? When you openly are more important and valuable than that.
perception of ease in doing business, some try to qualify people financially and to see Salespeople with leverage and a different
semblance of speed, and high entertainment if they are ready to do business, you should game-plan for everything — including their
value. Your customers have been trained to realize in doing so that you are offending sales skills, people skills and marketing skills
pick up on “boring” at lightning speed and them and putting yourself in a position — never appear boring. Their actions attract
move towards “wow” in mass. of beggar. Try giving a reason for people and endear customers without having to be a
to qualify for you and your product. Stop comedian, huckster or circus clown.
To provide high entertainment value you qualifying them for financial data and make
don’t have to be a comedian or a circus them qualify in a positive way that creates a Ask yourself again honestly if you are boring
performer, but you must possess finely mental take-a-way. and if your sales positioning leaves your
tuned people skills. All things being equal, customer with a strong mental and emotional
customers will choose the lower price. Your The take-a-way positioning creates scarcity, feeling about their experience with you. Do
job as a salesperson is to make you stand out urgency, and provides you maximum you stand out, or are you boring? Boring is
so strong that it makes everything else pale leverage. Example: When you are profiling usually fatal.
in comparison. Your value raises the level of your customer in the beginning of the sales
all other considerations. Never forget that process, make sure to mention that you
you are the difference maker — period, end would like to ask a few questions up front to
of story. make sure you can assist them the way they
desire and to make sure you and your product
Weak salespeople play the price and blame would be a good fit for them. It’s OK to tell
game. Good salespeople concentrate on what someone up front that you and your product Mark Tewart is the president of Tewart
they can influence. When you accept total may not be the best fit for everyone and that Enterprises. He can be contacted at
responsibility for your success and failure, you purposely don’t try to sell everything to 866.429.6844, or by e-mail at
you move from blame to fame. everybody. mtewart@autosuccessonline.com.
26 www.sellingsuccessonline.com

25. sts fos ls ms sf fis SeanV.Bradley
Are You Putting Your
marketing solution
Videos Online
Leverage the Power of Video Search Engine Optimization
Video Search Engine Here is how it could flow: “Hello, my name engine site. Picture someone searching for
Optimization (VSEO) is Sean V. Bradley. I am the Internet Sales your franchise in your city or state. Wouldn’t
is powerful and Manager here at Hackett Toyota, I have been it be great for your dealership to show up once,
yields strong results. in the car business for about nine years, and twice or even three times in the top listings
I love cars and this dealership, but let me tell with video? Wouldn’t it truly be amazing if
VSEO is Search Engine you a little bit about me. I am a former U.S. someone searched for your competition by
Optimization that maximizes video content on Army soldier, the proud daddy of a six-year- name, or the city where they are located and
the search engines. There are several different old little girl. I am a soccer coach and my your video testimonials of happy customers
layers to this so let me start to break it down. favorite video game is John Madden Football. showed up in the results? I think you get the
On a science of communication level: I can’t wait to assist you, please call me at picture.
• Seven percent of communication is the 555.1212 if you need anything at all.” This is
words we use, text, print, e-mail etc. SO powerful, I have just humanized myself This is exciting stuff. We are not talking
• 38 percent of communication is and have built common ground before the about simple clips for a vehicle walk-around
inflection of tone and sound. prospect ever steps foot into the dealership. or car commercials online. I am talking about
• The strongest form of communication, a specific online strategy. I am talking about
at 55 percent, is visual perception and • Tell Them About Your Dealership online saturation when and where people
body language. Speak about the history, accomplishments, want to be reached.
awards, community involvement and local
There is a science to sales and communication. sponsorships. Speak about anything that Many dealerships still focus their ad budgets
If you want to captivate, intrigue, excite and tells a story and puts a personal face on your on intrusive advertising. This video initiative
transfer energy to a prospect, the best way store. puts effort into advertising for prospects
to do it is through visual perception and that are in the market and looking for auto
body language. Simple text does not work. • Public Service Videos shopping information. When people go to a
If you are listed on search engines with old Create mini-videos on giving advice to search engine and type in “Toyota dealership
school SEO with no video, no motion and people in how to shop and buy a vehicle. in Philly” or “Bad credit car loan” or
no transference of energy, you are simply Tips about what consumers should look for “Certified BMW in New York,” they will see
working with a seven percent communication in a dealership, and how the process works. your information in a dynamic fashion if you
medium. Instructional videos work well too, such as buy into the power of this strategy.
“How to properly install a car seat.” Think of
Imagine creating a myriad of videos at your all of the questions you and everyone at your 87 percent of America goes online before
dealership. And I am not talking about a dealership gets asked each and every day. Or they ever step foot into a dealership. It’s even
major investment in video technology. A think about all of the things that run through higher for luxury brands — research shows
simple trip to Best Buy to get a digital video people’s minds relating to car dealerships. We that 97 percent of Lexus prospects auto
camera, a tripod and a lapel microphone is all deal with it every day, but consumers always shop and gather info online before visiting
you need, all under $450. Now you have the have lots of questions. Start answering those the dealership. Yet dealers still don’t see the
tools to create video content and testimonials questions with your online videos. value of being completely immersed online,
for anything and everything. Here are some everywhere and anywhere prospects are
video content suggestions. • Create video content for specific searching for information.
genders, demographics, geographics
• Testimonials and a targeted audience. Let’s close with some simple stats. Third-
Offer testimonials of your happy customers party lead providers have an average closing
telling how wonderful you and your Now on top of those videos you generated, ratio of eight percent versus a dealer’s own
dealership are, telling everyone how much add in all of the videos you have from your Web site leads that close at around 15 percent.
money you saved them, explaining how you marketing and advertising initiatives, such Wouldn’t you want to take steps to generate
got them approved and no one else could, as TV commercials (cable and broadcast). more leads from your own site? Don’t miss
how you actually delivered their vehicle to Wouldn’t it be great to have the ability to have out on the VSEO opportunity. Sell with it or
their home or office, how they were searching all of that video content all over the Internet sell against it.
and searching for the car of their dreams and 24 hours a day, 7 days a week? VSEO lets
you happened to find it for them…. You get you do just that.
the picture?
Try to imagine someone searching on Google,
• Your Unique Value Package and I am not talking about Google Video;
Why should prospects buy from you? Explain Video search has now been consolidated
in detail your differentiator. with regular search. Someone goes to www.
google.com and searches “Hatfield Toyota” Sean V. Bradley is the founder and CEO
• Videos of Your Team — guess what you are going to find? Two of Dealer Synergy. He can be contacted at
Create video introductions of all of the out of the top 10 listings are Video clips, with 866.893.1394, or by e-mail at
managers and sales people at the dealership. thumbnails on the regular Google search sbradley@autosuccessonline.com.
28 www.sellingsuccessonline.com

28. sts fos ls ms sf fis PatrickLuck
marketing solution
Dealership Launches
Online Television Channel
Here’s a story right monitors in their waiting areas where and family that vote, such as Free Oil
out of tomorrow’s customers could watch FOX News or another Changes
headlines: An national network while they were waiting.
Oklahoma dealership, But they sometimes wound up watching This is one of the innovative ways the
Bob Hurley Ford in TV commercials from competitive brands. dealership is growing its database. They are
Tulsa, has successfully The last thing you want to happen is for a also giving Free Public Service commercials
launched and is now operating its own online customer to watch a competitor’s TV ad while to local charities and non-profit organizations.
television channel. It can be viewed on they are in your dealership. That just didn’t This is becoming an invaluable community
monitors in special areas within the dealership seem right. relations tool.
and throughout the world online. “Our initial launch will focus around the ‘I
“It just makes sense,” Jones said. “One of the
At first, the idea of the dealership owning its primary goals at this dealership is to create Love My New Ford’ campaign as we continue
own television channel seemed unimaginable. and maintain strong community ties. Having to work on local schools, churches and other
But as they started learning more about the its online television channel seemed like the non-profits in our area,” Jones said. “Our goal
advantages and relative small cost, they ultimate community relations tool. It’s very is to create a place where these organizations
decided it wasn’t such a far-out idea. It powerful and virtually runs itself. can go and see their friends and families, learn
actually started making sense. After deciding about upcoming events, and allow them a free
that it was obviously a future trend, they “We are currently working on a kiosk that will place to post their content. We feel to draw
decided to try it. have a PC hooked to it with a monitor and a traffic to the site, we need to include local
camera for the ‘I Love My Ford,’ promotion,“ high school and college activities.”
The channel features more than two hours of Jones said.
Ford and automotive-related programming They also intend to highlight key community
and commercials promoting their brand. New This ongoing TV channel promotion people, and sponsor individuals such as
programming is introduced monthly and there encourages new car buyers to sit at the kiosk “athlete of the month” or “student of the
are numerous promotions, sales and contests camera and record their own creative version month.”
to consistently keep the viewers entertained of the words, “I Love My New Ford!” They
can then e-mail their video recording to their “We would like the content to be fresh and
and informed. entertaining that includes local sporting
friends and family, asking them for their e-mail
Bob Hurley Ford partnered with a company to vote. The idea is that the new buyer that gets highlights and other events we sponsored
build, program and operate the channel. the most e-mail votes gets the next month’s around town,” Jones said. “As we continue
car payment paid by the dealership. While 75 to grow, we would hope that we can make
The dealership is beginning to offer advertising to 80 percent may choose not to participate, the site a place that people would like to go
time on the channel to select vendors and area the remaining 20 to 25 percent are e-mailing that brings relevant content for us and for our
businesses. They also expect the channel, 10 to 15 video messages each to their friends customers.”
www.BobHurleyFordTV.com to pay for itself and family that say:
within its first six months of operations. They The channel also features a massive e-mail
1. They have purchased their new Ford and database management element which
are currently in month three. from Bob Hurley collects and manages new traffic generated.
“It is becoming a wonderful public relations 2. They love it
tool and very powerful promotional vehicle,” 3. It offers incentives for the friends
said Bruce Jones, the dealership’s director of Patrick Luck is publisher of AutoSuccess
e-commerce. Magazine. He can be contacted at
866.387.7731, or by e-mail at
Another important feature: The dealership luck43@autosuccessonline.com.
now controls all of the advertising seen on
their channel and in their dealership.
In the past, dealerships furnished television
Picture captions from
left to right:
Bob Hurley Ford TV
screen shot;
www.BobHurleyFordTV.com
Bob Hurley Ford exterior;
Bruce Jones, director of
e-commerce at
Bob Hurley Ford
32 www.sellingsuccessonline.com

30. sts fos ls ms sf fis PaulH.Webb
sales and training solution
Dave Brubeck the most important ingredient for managing
Take Five
“Five Minute — This Is How You’re Doing
changed traditional others, we get busy and forget, or just can’t — And I’m Glad You’re Doing It” employee
jazz structure with fit it in — the feedback on performance is review.
five-beats per measure missed. This contributes to the No. 1 reason
in the famous jazz workers say on exit interviews for them You can practice it in the hallway, out back
classic, “Take Five.” leaving the company: “I just don’t know by the vending machines, at the morning
Unique approaches to music, as well as where I stand — no one tells me how I’m coffee machine, in your office… .
unique approaches to management, take a doing.”
new direction with both music and dealership You can use these five simple sentences:
profits. As auto industry managers, we Our days are full with early travel to work — • How are things going?
follow the daily and monthly beat of swings meetings that last too long — cumbersome • This is how you’re doing and I’m glad
in profits and losses. How would music exist reports, and recurring petty issues. We you’re doing it.
without the vibrations that create sound? How lose the most important duty as managers: • I appreciate your efforts.
would managers measure their performance the ability to lead through example and to • Thanks for your contribution.
without reports and meetings? Each day we inspire others. Here is the opportunity to take • Let me know if you need help.
have the ability to give “sound” to the people advantage of the classic Brubeck jazz classic
we manage. This article addresses the age- and to “Take Five” minutes. It’s these five
old formula for managing co-workers known minutes — coaching and complimenting We have a
as feedback on performance — or making workers – taken on a daily basis, that gets
noise that inspires and motivates. the tempo and tonality on the right track. give and take
relationship with
Each day in the dealership we have the As you go about your daily routine, take a tip
opportunity to coach and inspire. It’s the from the Brubeck song and using a reminder; workers and as
timing. It’s the speed of the day that limits caring a nickel in your pocket — practice the managers it’s our
responsibility to
provide them with
the opportunity to
site traffic grow and profit.
r webes its nor spike
Ou tim ma d
5 lr A manager of a large dealership was shocked
to 2 “
.
when her top sales producer up and quit.
ate
Sometimes we forget to pay attention to
.”
the top producers, thinking the rewards of
money are enough to sustain them. Without
the recognition — as little as five minutes,
a few times a week, catching people doing
> Matt Lamoureux, Acton Toyota something right and telling them — was the
lost ingredient.
IMN Loyalty Driver™ is a turnkey e-marketing service that
drives interest, sales and customer loyalty. Customized, It’s not important that you know Brubeck’s
trackable email communications provide tangible results classic song. It is important that you practice
for dealerships across the country. A couple of examples: a productive activity that inspires others. We
have a give and take relationship with workers
• 15 test drives scheduled within the first hour after and as managers it’s our responsibility to
an IMN Loyalty Driver e-newsletter was sent. provide them with the opportunity to grow
• 90 phone calls in a month as a direct result of and profit.
one IMN Loyalty Driver e-newsletter.
So remember: Carry a nickel to remind
Looking for results like these? Call 866.964.6397, ext. 214 yourself. Practice the “Take Five” process
or email ASGSales@imninc.com. and listen to the sounds of prospect and
Drive customers in…For sales, for life. promise from the people we care about
most.
Paul H. Webb is a principal of Street
Smart / I.T.S., Inc. He can be contacted at
866-964-6397 imnLoyaltyDriver.com 866.500.5827, or by e-mail at
pwebb@autosuccessonline.com.
34 www.sellingsuccessonline.com

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