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Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Apr05
1. April 2005
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4. BEST
PRACTICES
SUMMIT II
Las Vegas, NV • May 19th & 20th
at The Venetian Hotel & Resort
Scott Joseph Dean Evans Sean WolÞngton Chip Perry David Kain
President and CEO, J&L Marketing, Inc. Vice President of Marketing, Dealix Owner, BZResults.com CEO and President, AutoTrader.com President, Kain Automotive Inc.
Internet and BDC Training Specialist
Case Study: Johnson City Honda: Sells Case Study: How to use BDC/Internet Internet Advertising Best Practices.
You will learn:
65 extra cars a month and grosses departments to sell 100 - 500 extra cars
- Benchmark metrics for your GM and You will learn: You will learn:
increased $1,300 per car. a month.
your dealership – gross proÞt PVS, ROI, - How to maximize the value of your - How to maximize lead generation from
You will learn a growth strategy and more You will learn how the best dealers: Internet advertising your Web site
that will: - Maximizing third party automotive sites - Setup a successful BDC/Internet Dept. - How to make your vehicles stand out - E-mail templates and phone scripts to
- Add 33% to your bottom line and not - Converting “Be Back” leads into sales - Use the web to promote all your proÞt from the competition convert leads into appointments
increase ad budget - Optimizing your CRM and Lead centers - How AutoTrader.com’s top - Hiring and compensating your Internet
- Grow your customer base Management tools - Use the web to drive showroom & phone performers achieve their outstanding team
- Increase your average gross per unit trafÞc results - Mapping out the best Internet sales
- Increase purchase frequency plus - Sell old stock, vehicles & parts inventory process
customer residual value - Use email marketing to drive more trafÞc
for zero cost
Jeff Cowan Randy Barone Ed Parkinson Sean Gardner Rob Chesney
President, Jeff Cowan’s Pro Talk Executive Vice President, Sales & Account Supervisor, Who’s Calling, Inc. Joe Verde Trainer, The Joe Verde Group Director of Autos, eBay Motors
Marketing, American Auto Exchange Inc.
Increasing Sales, CSI, and Customer Leveraging Who’s Calling to sell more How to close more sales in today’s
Retention on your Service Drive. Bringing State-of-the-art technology to You will learn:
products and services. market.
your automotive business. - What is eBay?
You will learn: You will learn: You will learn: - eBay Motors overview
- To take control of the Advisor, Write- You will learn: - The movement from data to managing - The facts about buying, selling and - Listing strategies and marketing
Up% and your Service Drive - Eliminate wholesale loss and opportunity in the area of sales, service, closing the sale yourself
- Substantially increase your Customer unproductive inventory marketing and quality assurance - What closing isn’t, and why most sales
Satisfaction Survey Scores - Consistent 20-22 day inventory turns - Managing your auction and account
- Assets and liabilities of the inbound are lost out on the lot
- How to get your customers to happily - Maintain proper inventory mix sales call - The 3 best closes (that have nothing to - Resources
accept realistic promise times - Instant buy/sell recommendations - 2004 Cumulative Voice Monitoring data so with dropping price)
- How to increase Customer Paid Labor - The art of appraising base on 70,000 inbound sales calls - Understanding objections - the secret to
by 4/10ths in 10 days - Group trade capabilities - Road blocks to the appointment turning a “no” into a “yes”
- Establish a professional selling culture - SmartLaunchTM based on eBay - Lost deal manager
on your Service Drive. marketplace data
- abX Transaction Network
5. REGISTER NOW
Limited Seating
Special Dealer & Manager Speakers with Case Studies
Special Dealer & Manager Speakers with Case Studies
May 19th & 20th, 2005
The Venetian Hotel & Resort
Las Vegas, NV
Dealers & Managers Only
Brian Benstock Rad Weaver
Paragon Honda & Acura Red McCombs
Case Study: “#1 CertiÞed Dealer & Case Study: “Ford & Toyota Dealer
Special hotel room rates for
#1 Honda eDealer Shares All”. Sells 500 Extra Cars Online”.
You will learn how we:
- Increased our used cars sales in one
You will learn how we:
- Increased our Internet sales from 40
attendees only *
month - 500 in one year
- Improved inventory management & - Tripled our Web site trafÞc through free
reduced average turn
- Attracted more quality pre-owned trafÞc
- Reduced our used car ad expenses
marketing
- Increased our leads from our Web site
- Staff, train, pay, and keep great people
Two days of intense learning.
- Handle pricing to maintain gross proÞt
Improve your results no matter how
well you are already doing.
ONLY $595
fully transferable, no refunds
Angelo Chavez Darren Haygood
Internet Sales Director, Burt Automotive
Case Study: Internet sales force sold
Director of CRM & Internet Sales,
Lokey Automotive CHECK
2,464 new and used vehicles in 8 Case Study: Lokey Automotive Group
different automobile line in 2004. triples Internet sales - by spending less!
You will learn: You will learn how to:
- Create an Internet department that is
independent of the dealership
- Hiring and training practices that allow
your sales team to be self reliant
- DeÞne your dealership’s CRM strategy.
BDC vs. dedicated personnel
- Maximize your ROI - Ignore the hype and
start realizing REAL results
Call Now
- Grow an Internet team that is - Achieve HIGHER gross than with your
responsible for up to 40% of the store’s
monthly production
- Using a lead management tool to
increase appointment sets and calculate
ROI
walk-in customers
- Achieve 20/20 vision for your dealership.
20% Closing Ratio & 20% Retail Mix
- Turn leads into Phone Ups - Phone Ups
into appointments
800.849.4113
or visit www.autosuccess.biz
for more information
Robert Revere Roy Reutter
Courtesy Chevrolet Sheehy Auto Stores
Case Study: “Courtesy Chevrolet Case Study: Sheehy.com increases
becomes #1 dealer in US”. leads from 400 - 2400 per month.
You will learn how we: You will learn how Sheehy:
- Sold 380 extra cars from our BDC in - Increased lead and sale volume without
September increasing lead expense
- Staff and pay our team - Improved sales and reduced cost per
- Integrate our BDC & Internet department sale at the same time
to work together - Improved proÞtability by improving the
- Increase our sales by increasing our quality of leads through their own site
appointments - Increased closing ratios & avg. gross
- Used technology to automate most of proÞt with process improvement
our processes - Sold old stock units via the Web
* must be an attendee and register by April 26th, 2005
7. Are you tired of struggling to recruit, hire and train salespeople?
Burned out from chasing sales candidates everyday?
FREE REPORT reveals how revolutionary training system:
“Puts Recruiting and Training on Auto-Pilot
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Would you like to have a predictable Whether it’s your Þrst year in
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salesperson to owning calling YOU and working hard to veteran, you will love to never again talk
convince you to accept them? Dream to anyone unless you want to. Recruiting
multiple successful candidates who you would never get to should only be done when you want to,
dealerships. Mark see in a million years. not because you have to! Don’t let your
Tewart gave me the competitors steal all the good salespeople.
If you’d like to have complete control So why is it so hard to recruit and train
information and road over your recruiting and training process, good salespeople. Marketing and training
map to get there. Regardless of the economy or any other incest! Everyone runs the same ads on
– Chad Hawkes, Dealer, marketing condition and put an end to Sunday saying the same things as twenty
the endless grunt work you’ve become other frustrated dealers. Next, you take
Hawkes Motor Co., resigned to, please keep reading. a loser candidate and train him with
Pryor,OK. Þfty year old sales training drivel from
Getting candidates calling YOU is easy… material created from a sales trainer
If You Know the Best Kept Marketing who hasn’t sold a car in twenty years
As a salesperson, and Training Secrets! AND…didn’t sell much when he was a
Mark’s ideas have been sales person. STOP THE INSANITY!
huge in increasing Maybe you to have found that recruiting With constant inbreeding of recruiting
and training is getting tougher. You run and training methods it doesn’t take long
my sales with unique ads that bring derelicts and then struggle before everyone gets stupid.
marketing ideas. to Þnd the time to train them properly.
– Chris Hanson, Maybe you are in the minority who have Breakthroughs come from going
hired the right candidates but don’t have outside the box and bringing new,
Salesperson, Hibbing the time to train them or the materials proven, process back in. Imagine having
Chrysler, Hibbing, MN. and information to train them with that qualiÞed candidates and having them
works for the price conscience, educated trained properly. How would your life
buyer. Maybe you are sick and tired of be different? You can be the greatest
“By following Mark’s taking crap from loser, unproductive, manager in the world, but that won’t do
ideas, we have bad attitude salespeople you currently you a bit of good if you can’t attract the
increased our sales by have because you are having a hard time right people and train them properly.
replacing them. You would love to get rid Getting rid of these problems is not a pipe
20 units a month and of their bad attitude but you keep them dream.
have increased gross because they are warm bodies.
proÞt by over $200 per FREE REPORT TELLS ALL!
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car. has a lot more to do with learning the So, if you are ready to discover the
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Manager, Ward Chrysler, having the right information than it does candidates and training them properly,
with running more ads that already don’t
Carbondale, IL.
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work. So often, even when you get a good
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24/7 Hotline 866.432.2468 or go to
888 2 TEWART (283.9278) www.tewart.com/specialreport.com
8. sts ms ls fis sf
ChulaSchlesinger
special feature
Get Into the Game
of Life and Be Someone
Orrin Hudson, Many people are so afraid of losing they everyday occurrence in their lives. They
nationally recognized won’t even get in the game. They sit on the don’t know they can have more, do more
chess champion, sidelines while life passes them by. or be more unless we provide them with the
author and vision and the tools to accomplish more.”
motivational speaker, AS: What inspired you to dedicate your life Orrin Hudson
launched Be Someone to education?
Inc. in 2001 as a crime prevention program. Not all children respond as positively as I
Upon hearing of an incident in Queens, Hudson: My life was difficult as a child. would like, but I feel I have been successful
N.Y. in which a young black man robbed I was one of 13 children growing up in a 95 percent of the time. I am very pleased
and murdered several Wendy’s Restaurant housing project in Alabama. I saw first-hand with a few exceptional children who learned
employees for a mere $2,000, Hudson, a what poverty, hopelessness and crime can to appreciate their abilities and turned from
former Alabama State Trooper, vowed to do to a child’s perspective of their ability to petty crime. For example, 17-year-old
dedicate his life to preventing crime in succeed. I was fortunate to have a teacher Octavious Tallington was on a destructive
American youth. who believed in me and taught me how to path headed straight for jail. His mother had
play chess. That changed my life and helped tried everything she could think of to stop
Since then, he has worked diligently to me find a new direction. This is what I his criminal behavior.
incorporate his life mastery mentoring strive to do with the children who enter my
programs into schools, community centers, mentoring programs. Octavious carried a gun, had gang affiliations,
churches, juvenile detention centers and used recreational drugs, refused to attend
anywhere he can arrange to set up a chess AS: Who were your most influential mentors school and was involved in miscellaneous
board. Hudson mentors children by teaching and teachers? crimes. An intelligent, but misguided, young
them the time-tested strategies of chess as a man, he saw no hope for his future; nor did
metaphor for life’s lessons. Hudson: Mr. James Edge, the teacher who he have any support system in place to get
first introduced me to chess when I was off the drugs and get back into school.
“Three hundred years ago Benjamin Franklin young and involved in petty theft. I was a
wrote an essay on the benefits of chess and juvenile entrepeneur on the road to crime. As Upon completion of the Be Someone
the life lessons the game provided. Today an adult, I have had the privilege of working program, his mother reports his negative
those same strategies still apply. If you play with some awesome mentors. I owe a great attitude and criminal behavior has been
chess, you have the keys to success in the deal to the following authors, speakers and replaced with positive enthusiasm. He
palm of your hand.” Orrin Hudson motivation coaches: Jack Canfield, Brian no longer carries a gun or associates with
Tracy, Jim Rohn, Mark Victor Hansen, gang members. He chose to complete his
AutoSuccess recently interviewed Hudson, Anthony Robbins, Zig Ziglar. They have education and now attends school regularly.
former owner and manager of a successful supported my work, helped me through His future is bright because he was able to
car dealership for over ten years, to find difficult times and shared their vision with understand how he could win at life and
out how his programs work and why he me. I am truly grateful for their continued create a more positive, attainable vision for
has gained such notoriety for his innovative support and friendship. himself.
teaching techniques.
AS: How many children have attended your AS: Does age matter in learning how to play
AS: What is the Be Someone solution? classes, and what positive changes did they chess? What is the youngest student you
experience? have taught?
Hudson: When it comes to life, many
people are afraid to get in the game. They Hudson: I have mentored over 15,000 Hudson: My youngest student was 4-year-
don’t feel confident or are afraid they will children in more than 30 schools in five old Pecola Thompson. Her parents arranged
fail. I teach children and adults if you can states since Be Someone was launched in for private lessons. She is an unbelievably
learn how to think progressively, recognize 2001. Teachers and parents report amazing bright child. She learned the game quickly
patterns and have self-confidence you can changes in attitude, self-confidence, the and was winning against children twice her
succeed. When children win, we all win. ability to concentrate and over-all increased age. Even a young child has the ability to
self-esteem. Grade-point averages improve learn. For example, most are capable of
AS: What is the winning formula? as students learn to trust their ability to think learning up to five languages. They do not
at a higher level. lack capability; they lack teachers willing
Hudson: If you can think, you can play. to spend the necessary time to instruct and
If you play, you can move. If you move, This is the key to combating crime in our challenge them.
you can win. Success in life is related to youth. We have to give them hope in order to
a clear, succinct strategy, or the moves that dream. Without dreams they have nothing to I mentored a very young group of students
one makes. Being willing to make some strive for or look forward to. ranging from first through sixth grade at
mistakes during the learning curve is what it the Benteen Elementary School in Georgia.
takes to win. Learning from those mistakes “If children don’t believe in themselves or There were 103 children in the program. The
is worth thousands of dollars in education. their future, they easily accept crime as an top 26 players challenged several college
8 www.autosuccess.biz
9. continued
students at the Dekalb Technical College. BEST
Lead by their sixth grade captain, Dontavious
Jones, they had very impressive wins. PRACTICES
SUMMIT II
AS: You have been recognized numerous
times as a community leader and a man who
strongly promotes community involvement.
What community projects are you working
on?
Hudson: I usually have two or three main
projects in the works. I am currently Limited Seating
planning for the 2005-2006 Be Someone
Day in Atlanta, Ga. This is an annual
back-to-school celebration that focuses on
May 19th & 20th, 2005
the importance of education. Be Someone The Venetian Hotel & Resort, Las Vegas, NV
provides school supplies and books for
students who can’t afford them. We serve Dealers & Managers Only
lunch to hundreds of the homeless and
celebrate community service.
Special Dealer and Manager Speakers
Through my work with Landmark Education with Case Studies
in Atlanta, I have been given a tremendous
opportunity to serve others and work with
some of the brightest and energetic business Special hotel room rates for
people in the metro area. They have taught
me the importance of giving back to the attendees only *
community and helping in small ways as
well as raising funds for special projects. Two days of intense learning.
AS: What is the future of Be Someone Inc.? Improve your results no matter how well you
Hudson: We foresee our programs in every are already doing.
elementary, middle and high school by the
year 2010. Our outreach is to the everyday
man and woman who want to improve their
lives and create their dreams, as well as
students and the elderly who are combating
Alzheimer’s disease. Chess stimulates the
ONLY $595
mind and challenges one’s ability to think fully transferable, no refunds
progressively, recognize patterns to plan
strategy and improve concentration time.
Everyone can benefit from these skills.
CHECK
Our goal is to raise $250,000 this year to
keep our programs running and develop a
center where we can teach. We hope to attract
Call Now
more volunteers to help with administration,
as well as mentoring.
Be Someone special. Sponsor a child
today through a scholarship or visit
www.besomeone.org to contribute to this tax
800.849.4113
or visit www.autosuccess.biz
deductible, non-profit organization.
for more information
“When children win, we all win.” Orrin
Hudson. * must be an attendee and register by April 26th, 2005
Orrin Hudson can be contacted
at 800.901.3057, or by e-mail at
SEE MORE INFORMATION ON PAGE 4
ohudson@autosuccess.biz.
april 2005 9
10. sts ms ls fis sf
ZigZiglar
sales and training solution
Saying a Lot Without Saying a Word
In addition to speaking tired, sad, unhappy and so on, because you When the words that come out of your
and writing, you thought you were hiding your problems mouth don’t match the expression on your
communicate with pretty well? Surely you’ve seen people who face or the stance of your body, it confuses
your facial expressions look so dejected, with their heads hanging, the person with whom you are trying to
and body language. shoulders sagging and feet dragging, that you communicate. Consider these examples:
Have you ever heard wanted to go over, ask them what was wrong
anyone ask, “Are you okay?” and been and offer to help in any way. You felt their • When you shuffle papers on your desk
surprised when they said you looked worried, pain just by looking at them. while an associate or employee is telling
you something, you communicate that
what you’re doing is more important
than what the other person is saying.
When you look the associate or
DEALERS MUST BE
employee in the eye and nod or shake
your head as that person talks to you,
you communicate that you’re listening
intently and that what’s being said is
ON TELEVISION!
meaningful to you.
• When as a manager you keep your
door closed, you communicate that you
do not want the employees you are paid
to manage to bother you. An open-door
See why over 100 dealers nationwide have policy encourages openness and makes
you approachable, which makes you
INCREASED SALES MORE THAN 30% IN part of the team you are in charge of
leading.
LESS THAN 90 DAYS WITH TELEVISION!
• When a factory superintendent keeps
his office at the back door next to the
We produce nearly 4,000 commercials parking lot and leaves the door open,
a year from our studios. We give you he communicates to workers that he’s
unlimited, high quality television campaigns open to them and interested in what
they have to say. When his office is
and promotions FREE. With computerized up front and the door remains closed,
media buying technology, we buy television as he communicates an entirely different
much as 30%-40% more effectively than any message.
media buyer in the nation and give you All kinds of communications deliver
UNLIMITED TV CAMPAIGNS scores of messages - some of which are
not intended. For example, people who are
AND PROMOTIONS! consistently late communicate that they
Call for a FREE demo tape and information. believe their time is more important than
the time of the person who has to wait. Most
people can forgive an occasional slip, but
those who are perennially late lose friends
Larry John Wright, Inc. and influence in the process.
Automotive Advertising Yes, what you communicate does make a
difference. Consider what your actions and
expressions communicate and make the
“America’s Premier Automotive Advertising Agency” necessary changes.
1-800-821-5068
Zig Ziglar is the chairman of Ziglar
Training Systems in Dallas, TX. To
subscribe to Zig’s free weekly newsletter
visit www.ziglartraining.com. Article
reprinted with permission. All rights
reserved.
10 www.autosuccess.biz
11. sts ms ls fis
SteveHiatt
sales and training solution
Why is Your Prospect Leaving
One of the only things from raising more defenses. service, the warranty, maybe me, the sales
worse than missing a person, or is it the price?”
sale is not knowing Clarify.
why you missed it. Take the time to let other people talk. We “No problem folks, hey before you go,
And had you known assume we know what our customer wants would you mind telling me where you are
the prospect’s true or, worse yet, we take everything the on the scale of one to 10 on getting this car?
objection, you could have overcome it and customer says at face value. Take the time One being no way, not if it was free, and
sold a car. Here are some tips. to really get to understand your customer 10 being, let’s do it now. Where would you
with clarifying questions. Think of them be? Eight. Great, what’s keeping your from
Don’t believe everything you hear. as the newspaper reporter questions: who, being at a 10?”
It is often a stressful situation buying a car, what, why, when, where and how. Try to get
and when under stress, people often say your customers to expand so you have more “Susan, you know, I have an awesome job
things they don’t really mean. Don’t take this information. This information can help you helping people get a product that they can
personally; these people have no clue who focus on and present to their hot buttons. really enjoy. Doing this is just like working
you are yet and will trust you after rapport a jigsaw puzzle. All we need to do is make
has been established. Try questions like: “How so?” “What do you sure that all the pieces are out on the table,
mean?” or “How do you mean specifically?” and then we can move them around until
Don’t attack. “What would you change about your car?” everything looks perfect. I am really good
Often we attack an objection before the “What do you like about your car?” at that part of my job; I just need to make
prospect even lets the words finish coming sure we have all the pieces. Are we missing
out of his or her mouth. Sometimes we get the Sometimes more complex objections any pieces that you know? Maybe the car
silliest objections and then make them sillier require: “How did you arrive at that?” “Why we chose isn’t right or is too expensive, the
by attacking them. The best way to handle do you feel that way?” “Suppose we could financial considerations such as the down
this is to let the customer get the whole handle that?” payment or the price seems out of reach,
objection out. Often they talk themselves out could you tell me?”
of the objections by listening to themselves Here are some word tracks to keep people
state it out loud and actually hear how silly from leaving: With commitment and practice you’ll make
it is. If we attack right away, the prospect is more sales. How does that make you feel?
forced to defend his or her own statement “Okay, I can appreciate that you want to go
no matter how crazy it is. Brian Tracy says think about it. Before you go, and so that I Steve Hiatt is the owner of Mountain
effective listening is to pause before replying. can be better prepared for the next time we Mitsubishi in Tacoma, WA. He can be
A short pause, of three to five seconds, is a get together, what is it you are to concerned contacted at 866.265.5616, or by e-mail at
very classy thing to do in a conversation. about? Is it the car, the dealership, the shiatt@autosuccess.biz.
When you pause, you accomplish three goals
simultaneously. First, you avoid running the
risk of interrupting if the other person is just
catching his or her breath before continuing.
Second, you show the other person that
you are giving careful consideration to his
or her words by not jumping in with your
own comments at the earliest opportunity.
The third benefit of pausing is that you will
actually hear the other person better. His or
her words will soak into a deeper level of your
mind and you will understand what he or she
is saying with greater clarity. By pausing, you
mark yourself as a brilliant conversationalist.
Don’t assume.
What they are about to tell you may not be
what you think it is. People also have varying
levels of perception, so what may not be a
problem for you is a problem for them.
Soften.
In some form, acknowledge the objection.
Simple phrases like, “OK, that’s fine, and
I can appreciate that,” do a ton for making
your prospect feel heard. Their perception
is everything. By doing this you keep them
april 2005 11
12. sts ms ls fis sf
ScottJoseph
marketing solution
Prioritize to Grow Your
Dealership to the Next Plateau and Beyond
What are your increase your ad response 10 or 20 times? Do phone or letter to help them buy from you
strategies to acquire you measure the effectiveness of your ads? again or simply to say, “hello, we’re still here
conquest sales – New Maybe 90 percent of your ad budget isn’t and we appreciate your business”?
Business? working at all! Do you test headlines? Do
you test the offers you make in the ads? Do Are you providing a noble service to your
Let’s say instead of you always make your ads “direct response” customers by educating them to the things
draining your energies on cutting costs, ads that engender a response and don’t simply you are already doing for them so that they
you focused all your energies on improving “fly the flag”? Do you rerun ads that work? fully understand the value of what you do?
- acquisition of new customers via your
ads. Say you test different headlines and When you measure the responses, you can Perhaps more importantly, do you fully
offers. You could conceivably multiply your make informed decisions about whether a educate them to the things you could be
responses TWENTY FOLD. Twenty Fold! particular ad pays. If it does, your ad budget doing for them? If they need the services
Every time you run the ad! Even if it only becomes meaningless because you just or products you provide, and you are not
improved by 10 percent, how would that keep running it over and over until it stops ensuring that they purchase again from
affect your dealership, your sales people and working. You may blow your ad budget by you, you are doing them a disservice. In
you personally? 50 percent and make a fortune. But you can it’s crudest sense, given that they are going
only know by measuring. to seek out someone to service those needs
O.K., that’s the theory. But what are the key and wants, if you don’t do everything in
“leverage points” most relevant to you right 4. Use direct mail. your power to ensure they continue to buy
now, and for the rest of 2005? The ones on Do you use direct mail? When you find the from you, you’re guilty of casting them
which you should be focusing. And how do formula that works for you it can open up out into the shark-infested waters of your
you harness them? totally new markets instantly. Do you test the competition. And will they look after your
lists? Response to one list can return 1,000 customer as you would?
For the remainder of this article we will focus percent or more than another list. Do you test
on two key areas on which you can focus the timing? Do you test the format? Do you Do you take steps to make certain you are
your energies; 1. Customer Acquisition and experiment with different offers? getting all the potential business from your
2. Customer Nurturing. existing customers?
5. Create events that attract prospects.
Acquisition Strategies – Acquiring New Do you create an event for new model 2. Do you add value?
Customers: introductions, model year clearances, year- Do you make them feel special with closed-
1. Create a programmed referral system. end clearances and your store’s anniversary, door sales or advance-notice events? Do you
Referrals are very often the most cost- grand opening, remodeling, etc? Do you run make your customers into members with
effective and major source of new business. seminars or demonstration days and invite special privileges?
Instituting a programmed ongoing system qualified prospects to come and sample your
Do you provide them with a hotline service
takes away the hit and miss. Referrals no expertise. A seminar on child seat safety is a
or support that goes above and beyond the
longer come by default, but in a predictable perfect example.
industry standard?
ongoing stream. You can create referral cards
(maybe your dealership’s own VIP card), 6. Maximize your closing ratios.
Do you have a set of performance standards
have a system of follow-up letters to previous Do you ensure that your managers and sales
that sets out clearly for your customer
customers or give them gifts for referring. people really understand the dynamics of
what they can expect from you? And,
prospects-to-sales ratios? Those simple
more importantly, are your people totally
2. Acquire business by endorsement. higher-performance standards at this point
committed to those standards?
Constantly look for ways to have other can double sales with no extra cost! Are
business owners with similar or related they superbly trained to convert enquiries Will it add value if you do what you do
markets recommend you to their customers. to sales by opening relationships instead of faster?
This borrowing of someone else’s goodwill closing sales?
can open entirely new and sometimes massive By focusing on these priorities, you’ll
markets. Having a local credit union send out Nurturing Strategies – Nurturing Existing magnify and multiply your effort and energy,
a letter to their client base promoting a sales Customers. and it’ll reflect positively and rapidly on your
event at your dealership is a perfect example. 1. Identify your customer’s true needs. bottom line.
Can you put together a win-win offer that Are you continually focused on the fact that
will make recommending you attractive to it is six times more cost-efficient to generate Prosperous marketing!
the owner of that client base, while making new business from your existing customer
responding irresistible to the client? base than to try and acquire a new customer? Scott Joseph is the president of J&L
Marketing Inc. He can be contacted
3. Create advertising that actually works. Do you have a programmed approach to at 866.429.6846, or by e-mail at
Do you make use of the fact that testing may talking with your previous customers by sjoseph@autosuccess.biz.
12 www.autosuccess.biz
13. “Let’s make financing magic together.”
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14. sts ms ls fis sf
DavidKain
marketing solution
Internet Sales Success:
Strategies for Management Involvement
In designing a playing online. This stays in the manager’s the customer appointment and
successful Internet memory and unfortunately casts suspicion review worksheet
process at a dealership over the value of all leads. You have to be • Present and demonstrate the vehicle,
there is a critical mindful of this in your interaction with the trade appraisal, service walk, sales
element that is often manager and publicize the Internet customer manager introduction, etc.
overlooked. That as the real deal. In this way we maintain their • Involve the manager when necessary
critical element is the involvement of sales support on the customers we can appoint and • Sell and deliver the vehicle
managers. These key managers interact with gain their advice on how to motivate those • Follow up with sold and unsold
the Internet team on a daily basis and their customers who won’t appoint or respond. customers
buy-in and support to the overall process is
essential. Working Internet deals effectively By following these or similar steps you will
Working Internet deals with a sales manager gain the sales manager’s attention and he or
Sales Management Integration should be normalized as much as possible. she will definitely be available to support
Many dealerships are under the impression Successful floor sales people know how to your efforts.
that it is necessary for the Internet department get the manager’s attention when they are
to be a stand-alone entity working outside working a deal. It’s simple – bring them a The toughest step is gaining the
the dealership selling process. This separate completed worksheet with the customer’s appointment
designation is typically a throwback to intentions clearly spelled out. Show the Setting an appointment and getting the
the early days when the Internet customer manager you have followed the steps to customer to show is the real reason Internet
was actually quite unique and had special the sale as prescribed and the manager will selling is more difficult than showroom
requirements in their purchase process. become fully vested and provide the guidance selling. To get the deal you must first get
Nowadays with as many as 80 percent and support necessary to close the deal. the appointment. You have to convince the
of consumers using the Internet during Internet customer it is in his or her best
the buying process, that assumption is no Savvy Internet sales people can do the same interest to make an appointment. To do this
longer valid. The Internet shopper is now thing even when the customer is not in the you must describe to them an environment
the Average Jane or Joe and we have to showroom. Bring the manager a completed that is attractive and then be able to back
assume all of them want a special process. worksheet like you would a showroom it up when they get to the showroom. This
To meet their needs and sell over the Internet customer. Show the manager you have is where support from your manager is
in high volumes, a dealership must utilize all followed the “steps to the Internet sale” essential.
it’s management team, especially it’s sales and the manager will provide the necessary
managers. support. Making the Internet appointment special
Once the customer has agreed to the
A Full Plate The steps to the Internet sale appointment, your manager must make it
The daily tasks of a sales manager are quite As I mentioned before it is important to easy for you to create an environment for the
daunting already, and in setting up their normalize the Internet sale as much as Internet customer that is easy, convenient
involvement in the Internet process a dealer possible for you to sell in high volume. and takes less time than a typical showroom
must be sensitive to his or her workload. If This normalization means creating your visit. You will need your manager to help
you look at the full plate in front of a sales own “steps to the Internet sale.” These steps you streamline the visit with priority
manager you will discover he or she is typically include: appraisals, manager turnover and quicker
responsible for many actions beyond just access to finance. Get your manager to
managing the sale of vehicles. Selling is • Respond to each lead quickly by greet your customers when they first arrive
actually the part they enjoy! They also create e-mail and telephone and create that special feeling. Your track
ads, review daily work plans, order vehicles, • Interview the customer, build record of following the steps to the Internet
work with wholesalers and rehash deals with rapport, review specs and discuss sale should convince your manager that
lenders and on and on. trade intentions your customers typically purchase so they
• Describe the Internet sales process should be very responsive to this request.
Given his or her full plate, it is no surprise including how you handle pricing, Ultimately, they want to sell a vehicle, and
that the typical sales manager has little trades and financing if you do your part in getting the customer in
time to waste. That is why as an Internet • Schedule an appointment that is the door your manager will do his or her part
sales person you should develop an Internet convenient of helping you close the deal.
lead into a “normal” type of customer. By • Confirm the appointment by e-mail
communicating to the manager that the and phone
Internet customer is a real buyer you gain • Prepare for the appointment by David Kain is the automotive Internet
training specialist at Kain Automotive Inc.
his or her attention. Sometimes we hurt selecting inventory and preparing a He can be contacted at 800.385.0095, or
ourselves by complaining out loud that leads worksheet by e-mail at dkain@autosuccess.biz, or
are bad and that a lot of customers are just • Alert the sales manager of visit www.kainautomotive.com.
14 www.autosuccess.biz
15. sts ms ls fis sf
KirkManzo
sales and training solution
How to Conduct
Effective Save-a-Deal Meetings
Each morning The pink list of hot prospects should be work with this customer yesterday should
examine the previous discussed to determine how to entice this call them today and ask what could be done
day’s sales activities. customer to do business with us now. Was to help them.
Daily save-a-deal it the trade, the payment, the selection?
meetings are the Regardless of reason, a manager that did not Schedule your daily save-a-deal meeting to
most effective way to start 15 minutes after your sales people are
accomplish this task. Every morning all the scheduled to arrive at the dealership. This
managers of your dealership meet to review insures they all arrive on time each day
and discuss yesterday’s activities. In order Schedule your daily before you start a management review of
to accomplish this in a timely manner, the save-a-deal meeting to yesterday’s sales efforts. Allocate about 20
desk manager’s responsibility is to log every
point of contact any of your sales people
start 15 minutes after minutes for your meeting. As time permits
review two and three days back on the sale
have with a non-employee (up), even the your sales people are logs for all pink hot prospects still listed.
people driving through the lot. scheduled to arrive
A manual desk log is preferable, and if you
at the dealership. After completing a review of the sales log
(print it out and highlight if computer based)
use a computer-based tracking system, every This insures they all then transition to your scheduled one-on-
opportunity should be entered to get an arrive on time each ones we discussed in the March issue.
accurate up count each day. Remember if they
are on your lot, they are there because they
day before you start Go make something happen!
need to add or replace a vehicle and believe a management review
you may have what they want. of yesterday’s sales Kirk Manzo is the general manager
at Ziegler Supersystems. He can be
Recording accurate stats is critical to make
efforts. contacted at 800.858.6903, or by e-mail at
adjustments in what you will do to make kmanzo@autosuccess.biz.
more money. The log should be color coded
for efficiency during the review at the daily
save-a-deal meeting. Green for sold, pink for
a hot prospect and yellow for a dead deal.
If improving your front-end gross is your
70,000
number one focus vs. increasing volume
(choose which is of greater importance at
New Homeowners List – Every Week!
this time) begin reviewing the green sold list Available by ZIP, city, county & state
first, if volume is your bigger issue start with
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In reviewing the sold vehicles, you should
examine how much profit was produced both Studies show most new homeowners buy a new car within six months of
on the front and back end. For this reason moving into their new home. The fact is, the average new homeowner
someone from the F&I department should spends between $10,000 and $25,000 on products and services in the first
be present each day to report on yesterday’s year in their new residence…including new and used cars, trucks and SUVs!
F&I production results. Target the new homeowner prospects in your area…select by city, state,
ZIP, area code, estimated home value and much more. New movers and
In reviewing each sold unit use the Plus / bankruptcy filers also available.
Delta Approach to examine your results.
Plus meaning you did a good job, the Call John Schendt at 866-619-9021
customer is happy and we made a good Email: John Schendt@infoUSA.com
profit. The question you then ask is simply, Visit www.AutoListsUSA.com
“Why?” Record and repeat what is working.
Improve or delete what isn’t.
Call for the number of prospects in your area!
Delta meaning what would you do
differently? Now knowing what you do
about the situation of this sale, a poor result,
how could this be avoided today if presented
with similar circumstances? Mistakes and
failures are a part of life; you can’t avoid a division of infoUSA®
them. How you respond and learn from them 5711 S. 86th Circle • Omaha, NE 68127 90ASM
is the key to your improvement.
april 2005 15
16. sts ms ls fis sf
CarolMartin
sales and training solution
How to Identify and Sell to
the Accommodator Personality
This is the final article and regretting it later. Your job will be to Walking out empty handed
in a series of three push them along gently and offer plenty of If you’ve done all you can to clinch a deal
dealing with how you reassurance that they’re picking out the right and your Accommodator prospect still tells
can increase sales vehicle for their needs; stay upbeat and earn you he or she needs more time to consider
simply by adapting their trust. It may be beneficial also to share the options, make follow-up calls to maintain
your business some anecdotal information about yourself, rapport. It’s important to keep your name and
approach to suit the specific needs of your as Accommodators usually enjoy people and your offer flashing through their minds and,
buyers. Our first article “How to Identify like to know more about them. as always, renegotiating may help.
and Sell to the Entrepreneur Personality”
delved into the behavioral traits of time- Keep this in the front of your mind: If and when your Accommodator returns to
driven, enterprising prospects who usually Accommodators often feel more compelled the dealership, don’t assume that a deal is
know exactly what they want and precisely to follow through with their plans when they at hand. Just when you think all is well and
how to get it. Our last article in AutoSuccess know that doing so will help someone else. he or she is ready to sign, the risks inherent
was titled “How to Identify and Sell to the Therefore, do not hesitate to show them that to the finalization of any business venture
Technician Personality.” It outlined ways you indeed want, need and would very much may be too much for your anxiety-riddled
to evoke a positive response from shoppers appreciate their business. would-be customer to handle. Once again,
who seem rather reserved and well informed your encouragement and warmth may ease
but perhaps also a bit skeptical of the entire
sales process. As a sales fears and help dispel any feelings of buyer
remorse.
professional,
it’s important
This time, we’re identifying the The behavior of Accommodator personalities
Accommodator. reflects their firm desire to do things properly,
What’s the hurry? to realize that not cause problems (either for themselves
or others) and make good judgment calls.
While our fast-paced society seems driven each one of your While it is probably true that much patience
ups will behave
by people who are nearly frenetic, it’s is needed when attempting to secure their
important to keep in mind that there are still buying commitment, it is also probably true
some out there who will willingly take the
time to savor a moment. They feel no real differently, that they’ll thank you and remember you for
the efforts you made when guiding them
compulsion to rush through transactions and and you must through what for them is a gut-wrenching
be ßexible
prefer to adopt a rather laid back approach experience.
to life. They’re usually relatively easygoing,
upbeat and able to take things as they come.
if you want You may also find they have sent new
business your way by recommending you
They tend to be caregivers, individuals from to maximize to friends and family members. And, if
opportunities to
all segments of society who take great pride they can find you when they’re ready to
in helping others, nurturing, going the extra buy again, these persevering creatures of
mile. They like to be precise in everything
they do and often second-guess their own close deals. habit will likely come looking for you. The
return on your initial investments of time and
conclusions, over-think and talk themselves tolerance could be remarkably high.
into and out of ideas repeatedly. Accommodators often tend to be
nonassertive, unhurried, conscientious As a sales professional, it’s important to
If your latest potential buyer seems gentle, extroverts who respond best to an realize that each one of your ups will behave
sociable, laid back and in no real hurry to enthusiastic, but more suggestive than shark- differently, and you must be flexible if you
make a purchase, you’re likely dealing with like sales approach. But how independently want to maximize opportunities to close
an Accommodator personality. It’s probably minded are they? Should you give them their deals. Entrepreneurs, Technicians and
safe to say this will be anything but a quick own space, leave them alone for a while, let Accommodators, like other personality
sale. Accommodators dislike making snap them draw their own conclusions? types, come with various measures of their
decisions; however, you can save yourself specific traits. While each group falls into
needless frustration by learning how to Because Accommodators typically rely on a similar pattern and general trends can
cope with their rather unique approach to others to show them the way, it’s probably be detected, it is wise to learn more about
business. best to maintain a close relationship with yourself so you can better determine what
them. They should genuinely appreciate you might need to modify in your work
First, be aware that Accommodators like your attempts to steer them in the right approach and what might be best left as is.
to know the specifics of everything so direction. Do not hesitate to probe into what
they can avoid making mistakes. They’ve they’re really looking for in a vehicle. Be up Carol Martin is a senior consultant
been known to abruptly call a halt to their front when you don’t have answers for them, with The Omnia Group. She can be
actions or redo things that were perfectly though, and resist any urge you might have contacted at 800.601.3216, or by e-mail at
fine to begin with; they fear acting hastily to just guess. cmartin@autosuccess.biz.
16 www.autosuccess.biz
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19.
20. fs feature solution
BruceThompson
Does Your Wholesaler Own
a Bigger House Than You
Does he or she deserve to? a formula for disaster. Clearly, dealers must vehicle, and not everyone has the gift.
put the right money in trades rather than
If a wholesaler provides a genuine service allow wholesalers to set the market. Monitoring the appraiser’s performance
to dealers and immediate relief to their ensures that dealers have the best opportunity
inventory woes, then perhaps he does. But Mike Hockett, CEO of Auction Broadcasting to trade for every customer’s vehicle without
more often than not, when the wholesaler is Company and founder of Adesa, recalls buying the business. Conversely, the dealer
making profits on the vehicles he just bought feeling in his wholesale/retail days that he needs to know whether his store is merely
from the used car manager, the store is losing had failed if he missed a vehicle by $35. stealing trades to offset wholesale losses.
business. The average cost of a vehicle in 1975 was The problem has always been that there
approximately $3,500 and imports hadn’t are simply no tools that allow dealers
Survival in the retail automotive world yet hit America’s shores. Today, hundreds of to proactively measure and manage the
requires skill, determination and drive, and product lines and trim levels appear on the appraiser. There is a tremendous need for
the playing field is not always level. Those market, but dealers are doing things today tools that help the appraiser avoid mistakes
with talent and discipline tend to be more just like they did in 1975, 1965, even 1955. by giving him real-time information that will
successful than others, and in the used enable him to make better decisions.
vehicle world, there are wholesalers and then Here’s a sobering thought:
there are true market makers. Wholesalers Recent industry developments suggest that
who have achieved “market maker status” Although the retail automotive industry dealers now have the appraisal tools they
do so because they have connections and has drastically changed in the last 30 years, have needed for years. Three of the top
the ability to turn thousand dollar profits in the way dealers do business has not. And five automotive groups in the country are
a matter of minutes. one of the most neglected areas, which can employing them, as are hundreds of stores
dramatically affect a store’s revenues is the across the United States. The positive results
These wholesalers are able to do this appraisal process. are becoming transparent with the recent
because so many intangibles determine a earnings announcements, and the big public
vehicle’s value. Miles, color and condition The scenario is typical and is played out cap companies are seeing substantial lift and
are just a few of the factors that can swing in hundreds of stores every year. Dealers profitability in their used car business.
a vehicle’s value. With all the other things find out that an appraiser has made poor
a used car manager has to oversee and all decisions 90-120 days after he’s been hired. More than 500 stores using newly developed
of the distractions present in the dealership Volume and grosses start declining and appraisal tools participated in a study on
environment, it’s fairly easy to pick off the wholesale loss goes up. Further investigation their new system’s effectiveness. In most
thousand dollar winners from him. For the determines that inventory is under water instances, the tools had been in place
average UCM, being on top of the market and that a real problem exists and is about for at least 12 months. The results were
on every trade is almost impossible, but to get worse. The customary response is astonishing. When the tools were initially
there are consequences for his actions — or reactionary, but a more appropriate and installed, the dealerships were losing an
inaction. When consumers are not getting possibly preventative action would be to average of $300 on every vehicle appraised,
top dollar for their vehicles, it’s easier for proactively monitor this critical position and traded for and wholesaled. Today those
the store’s competitors to steal the business take early steps to eliminate potentially bad same stores are making a $10 average profit
by putting more money in the trade. Letting situations. on these same vehicles. That’s a dramatic
a customer walk because the wholesaler has swing. What’s even more compelling is that
been allowed to set the market on a vehicle is Simply stated, there is an art to appraising a these dealers are trading for more vehicles
20 www.autosuccess.biz
