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5. SUMMIT V
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
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ZigZiglar
sales and training solution
Avoid America’s
Favorite Pastime
What is America’s blame others for our condition, our problems, that the snake didn’t have a leg to stand on.
favorite pastime? our state in life. We do it all the time:
We are responsible for our thoughts and
Some people would “Boss, it’s not my fault the customer our actions. We are responsible for our
have you think it is didn’t buy. I showed up at 1:45 … for hits and our misses. We are responsible for
baseball. Afterall, the 1:30 appointment.” our success and our mistakes. If others are
it is called the “National Pastime.” True, responsible for our success, then we need to
a lot of people attend all types of baseball invest in those people. We need to send them
games…from little league to major league to schools and to seminars and to educate
games. Some people think baseball is a bit
slow. Someone once said that baseball is 15
We are them. Once they are better, we will get better.
Once they are great, our lives will be great.
minutes of action packed into three hours.
Some people believe golf is the national
responsible for No, I don’t think so.
pastime. It certainly has continued to gain
popularity and participants over the years. I
our success You know that it doesn’t work that way. We
must stop blaming others. We must stand
am proud to say that recently I shot my age
on the golf course. That sounds impressive
and our on our own and make our own way in this
world. We all need to avoid the pastime of
until you realize that it only took me 14 holes
to do.
mistakes. transference of blame.
If it is to be, it is up to me.
There is another pastime that Americans are Of course it’s not our fault that we do this.
Zig Ziglar is the chairman of the board of
crazy about; sales people have it down to a The blame goes to Adam and Eve. They Ziglar Training Systems in Dallas, TX. This
science. Despite its popularity, this pastime started it all. God asked Adam if he’d eaten article was reprinted with permission. All
should be avoided at all times. the fruit. Adam said, “Lord, let me tell you rights reserved. He can be contacted at
about that woman you gave me.” Eve said it 866.873.0026, or by e-mail at
It is called “transference of blame.” It is easy to was the serpent’s fault … and we all know zziglar@autosuccessonline.com.
8 www.autosuccessonline.com
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BrianTracy
The Power
sales and training solution
of Pausing
All of the top sales silence tells the prospect that you are giving
people ask good careful consideration to what he/she has
questions and listen just said. By carefully considering the other
carefully to the person’s words, you are paying him/her a
answers. One of the compliment. You are implicitly saying that
most important skills of listening is simply you consider what was said to be important
to pause before replying. When the prospect and worthy of quiet reflection. You make
finishes talking, rather than jumping in with the prospect feel more valuable with your
the first thing that you can think of, take three silence. You raise his/her self-esteem and
to five seconds to pause quietly and wait. make him/her feel better.
Become a master of the pause Understanding with greater clarity
All excellent listeners are masters of the The third benefit of pausing before replying
pause. They are comfortable with silences. is that you will actually hear and understand
When the other person finishes speaking, the prospect better if you give his/her words
they take a breath, relax and smile before a few seconds to soak into your mind. The
saying anything. They know that the pause is more time you take to reflect upon what has
a key part of good communications. just been said, the more conscious you will
be of their real meaning. You will be more
alert to how his/her words can connect with
When you other things you know about the prospect in
relation to your product or service.
pause, not The message you send
only do you When you pause, not only do you become a
more thoughtful person, but you convey this
become a more to the customer. By extension, you become
thoughtful a more valuable person to do business with.
And you achieve this by simply pausing for
person, but you a few seconds before you reply after your
prospect or customer has spoken.
convey this to Action steps
the customer. Here are two things you can do immediately
to put these ideas into action:
Three benefits of pausing First, take time to carefully consider what
Pausing before you speak has three specific the customer just said and what they mean
benefits. The first is that you avoid the risk by it. Pausing allows you to read between the
of interrupting the prospect if he/she has lines.
just stopped to gather his/her thoughts.
Remember, your primary job in the sales Second, show the customer that you really
conversation is to build and maintain a high value what they have said by reflecting for a
level of trust, and listening builds trust. When few moments before you reply.
you pause for a few seconds, you often find
the prospect will continue speaking. He
will give you more information and further
opportunity to listen, enabling you to gather
more of the information you need to make
the sale.
Brian Tracy is the chairman & CEO of
Brian Tracy International. He can be
Carefully consider what you just heard contacted at 866.300.9881, or by e-mail at
The second benefit of pausing is that your btracy@autosuccessonline.com.
august 2006
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TomHopkins
sales and training solution
Questions Are the Answer
When you work with any one client, just enough to get the “yeses” example of this is getting an appointment.
a new car prospect, flowing. Experiment with your existing The average sales person will say to their
don’t you agree that presentation until you find a comfortable prospect, “When can we get together?” This
you should try for number of tie-downs to use without sounding allows the prospect to say, “Never,” or, “I’m
several minor “yeses” repetitive. too busy just now, I’ll call you later.” Now,
before you go for the that won’t get you an appointment today,
big “yes” buying decision? It makes sense, Another way to keep these tie-downs from will it?
doesn’t it? It would be helpful to learn a sounding overused is to use them in other
specific technique that would begin a string forms: “Inverted,” and “Internal.” I’ll use In using the alternate of choice question you
of “yes” answers, wouldn’t it? You’re the same example as above to demonstrate would say, “I have an appointment opening
probably getting tired of all these questions, them. this afternoon at 3 p.m., or would 4:30 be
aren’t you? more convenient for you?” You’ve given
STANDARD: A reputation for excellent your prospect two choices, one of which they
If you answered “yes” to these four questions, service after the sale is important in making will most likely agree to. If they cannot make
you’ve just proven the effectiveness of the this decision, isn’t it? either appointment, they’ll tell you and you
“Tie-down” questioning technique. Let me can counter with another alternate choice.
begin by defining the term “tie-down.” A tie- INVERTED: Isn’t a reputation for service
down is a question at the end of a sentence after the sale important in making this This is also a good technique to use when
that calls for a positive response. Here are decision? you try to get a delivery date from your
some examples: prospect once they show signs of going
INTERNAL: A reputation for excellent ahead. “You mentioned wanting to remove
• “A reputation for excellent service after service after the sale is important, isn’t it, in some things from your current vehicle. How
the sale is important in making this making this decision? soon would you want to take delivery of your
decision, isn’t it?” new truck? Today? Or, would tomorrow be
• “I can tell you are happy to hear that we The inverted and internal tie-downs allow better?” Just remember to use it whenever
have a wide range of financing options, you to hide the fact that you’re using a you have two alternatives you can give to
aren’t you?” technique while adding warmth to your your prospect, and both of them require a
• “You can see how our evening service statements. By utilizing all three types, positive response.
hours would make your life easier, you’ll have a good mixture of them to build
can’t you?” into your presentation. Once you’ve learned These two simple questioning techniques
them and worked with them, use of the tie- are the first steps to turning your existing
This technique works most effectively when down will become a speech habit that will presentations into positive momentum
you tie-down a positive statement about the improve your business and your earnings. builders. Please remember, a quick reading
benefits of your services that you know your of these techniques will not do. You need
prospect needs. The key is not to over-use Another form of the tie-down you might to read them, study them, learn them and
them so your prospect won’t suspect you’re consider using is the “Tag-on tie-down.” practice them until they become a natural
using a technique. Here are 18 standard tie- It can be used in a variety of ways. The part of your speech. If you have to stop and
downs that you’ll find useful: simplest is to tie-down a positive statement think before using these techniques, your
your prospect has just made. For example, if prospect will suspect you are using a sales
Aren’t they? Don’t we? they say, “Having a good extended warranty technique and will try to fight you. Once
Isn’t it? Aren’t you? is important.” You would say, “Isn’t it?” They they’ve become a natural part of your speech,
Shouldn’t it? Isn’t that right? make a positive statement and you agreed, they will flow smoothly and add warmth to
Can’t you? Wouldn’t you? but asked for another positive statement. The your presentation. All it takes is one “yes” to
Didn’t it? Couldn’t it? statement being the word, “yes.” turn a prospect into a satisfied client.
Haven’t they? Wasn’t it?
Doesn’t it? Hasn’t he? Another useful questioning technique is the World-renowned master sales trainer Tom
Won’t they? Hasn’t she? “Alternate of Choice” technique. An alternate Hopkins is the chairman of Tom Hopkins
Won’t you? Don’t you agree? of choice question is one that suggests International. He can be contacted at
two answers, either one will confirm that 866.347.6148, or by e-mail at
You don’t want to use too many of them with your prospect is going ahead. The easiest thopkins@autosuccessonline.com.
10 www.autosuccessonline.com
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TedLinhart
Top GM Dealer Internet Search Marketing and Why All
Talks Straight Customers Today Are Internet Customers
Dominion Automotive Group - comprised Linhart: A lot of Internet search marketing the results, and compared to traditional
of two campuses and nine franchises in
Richmond, Virginia - is anything but a
There’s no such is common sense, but that doesn’t mean
you want to try to do it on your own. Many
advertising. You know, we just dropped
our Yellow Pages ad. We tracked the calls
newcomer: The company celebrated its 50th
anniversary last year. Chairman and CEO
thing as an powerful techniques are discovered through
sophisticated research, and you need a partner
coming in to that number, and to the phone
number on our Web site. The Web site was
Ted Linhart is no newcomer, either. The
great-nephew of the company’s founder, he’s
been with Dominion for 35 years, having
Internet customer that can bring that sort of knowledge to bear.
There’s a lot of collaboration between us and
our partner. We bring to the table what we
beating the ad in the phone book by 100 to
one. It just didn’t make sense any longer.
come on board straight out of college. - there are only know about our business and our market,
and they offer what they’ve learned from
There’s one big lesson we’ve learned as
we’ve worked to keep all our campaigns
A long-established, family-owned dealership
might not seem like the place to look for customers, and their own experience and experimentation. coordinated. We hired a company that
specializes in such matters to help us with
that, and our marketing director stays on top
top-flight advice on the Internet side of the
automotive business, and particularly not the
complex world of search engine marketing. In
the Internet is Here in Richmond, people are just as likely to
refer to a part of town as they are to the name
of the city itself. Our campuses are located
of this, too. But it’s not just a question of
coordinating things. Sometimes we find that
this regard, Dominion is an exception, and so
is its leader. Though Linhart’s sport is fishing,
the way more in Southpark and Short Pump. When we
said we wanted to bid on “Chevrolet Short
the Internet actually has a say on whether a
given campaign makes sense. A while back,
not poker, he uses a poker term to describe his
business’ Internet commitment: “All in.” and more of Pump” or “GMC Shortpump,” for example,
naturally our PowerSearch rep wanted to
we used a tag line in a TV commercial, and
later we found that Googling this tag line took
users to some really ... questionable links. So
know what the heck “Short Pump” was. But
AutoSuccess: Ted, we appreciate your
giving us this chance to talk with you. How
your customers he got us those keywords, and they’re paying
off. That’s an example of knowledge the
now we always test our tag lines on the search
engines first, to make sure they’re safe, and to
did you arrive at your perspective on the
Internet and its importance for automotive
are going to dealership can contribute. Our partner has
insights into things outside our immediate
make sure it’s feasible to bid on them.
retailing?
Ted Linhart: I’ve always approached it as a
find you. expertise. For instance, if our ranking on a
certain keyword suddenly drops, they can
figure out why and make an adjustment.
AS: Ted, it’s striking to find the head of a
large dealership so knowledgeable about
Internet search, and so involved. Care to
user. I use the Internet every day in my work, They’ve also been instrumental in getting us comment on that?
of course, but also in many other ways. At that make them different from the people who feel we’ve found the level that gives us the often your ad appears, and where it’s ranked. placement as one of Google’s “featured Web
59, I’m probably a little bit behind the curve. walk onto the lot. The fact is, the people who maximum ROI. It’s just a question of what you’re willing to sites.” These are ads that appear just above Linhart: Well, again, it’s a product of
But once I realized just how great a role it visit your Web site are the same people who, spend, and how much it makes sense for you the organic search results and seem less like my own experience with the Internet. I
played in my own purchasing decisions, five or 10 years ago, would have walked onto AS: That’s the paid search side of your effort. to spend. Improving your organic rankings ads to users. They deliver great value. personally understand how the Internet can
it was easy to see the future - the growing your lot. Now they don’t have to—or rather, Do you optimize your Web site to ensure that through optimization is therefore extremely be useful, and the ways it can be useless
percentage of people who have grown up that’s no longer their first step. it gets high rankings in the search engine’s valuable, but here you can’t buy your way AS: Do you have any advice you’d like to and even annoying. When someone does
with the Internet, and who naturally make it organic results? to the top. You have to design your Web offer dealers who are just beginning to think a search and finds us, I know that they’re
a part of their auto-shopping process. AS: Dominion markets itself heavily on the site so that it gets the right kind of attention about making a concerted effort to market looking for information. If our Web site
major search engines. When did you start Linhart: Absolutely. In fact, I feel very from the search engines. And that’s not all. their dealerships on search engines? doesn’t give them what they want, then
AS: How has this personal insight shaped the doing that, and how has it turned out? strongly that the two things go hand in hand. Ultimately, your ranking is determined by we’re doing something wrong. And if we
way Dominion thinks about Internet sales? A dealership might start out with organic how often users visit your site when it shows Linhart: I’m happy to offer advice to anyone ask visitors for information before we’ve
Linhart: We started in October, 2005. The search before moving on to paid search, but up in their search results. So your Web site and everyone - as long as they’re outside our given them any information, we’re driving
Linhart: In the auto business, there’s a first thing we learned was that, for a modest ultimately you want to be doing both, and really has to be what you want the search market. them away. Dealers who are just getting
wrong-headed tendency to think that there amount of money, you can buy yourself you will need the help of a single-service engines to think it is. It has to be useful to started need to trust their own experience
are these people out there called “Internet a huge amount of exposure and the ability provider who can handle both together, in a the people who find it based on the search One point I’ve already made bears repeating: and common sense and use it actively when
customers.” Well, when I go to Amazon.com to measure what it brings you. Our first cohesive and systematic way. strings you target. There’s no such thing as an Internet they work with their partner.
to buy a book, I’m not an Internet customer. month’s budget was tiny—just over $150— customer—there are only customers, and the
I’m just a customer who’s using the Internet but the results were very encouraging. In AS: Can you give us an example of the AS: What are some of the issues that have Internet is the way more and more of your
to buy a book. And the same is true in our May, we spent about $1,300, brought 1,589 synergy you perceive between the two? come up as you’ve worked on your paid customers are going to find you.
Ted Linhart is the chairman and CEO of
industry. The biggest mistake you can make people to the Web site, and converted 39 search campaign, and on organic search? Dominion Automotive Group in Richmond,
is to think that the people who visit your Web of them to sales. We’ve experimented with Linhart: With paid search, you have a What’s it like working with a service provider I said this before, too, but the cost of organic Virginia. He can be contacted by e-mail at
site have some special qualities, good or bad, different monthly budgets, and right now we tremendous amount of control over how in these areas? and paid search is very low, compared to tlinhart@autosuccessonline.com.
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DavidJacobson
sales and training solution
The 7 Commandments
of Selling, Part 4
You now know what collisions, his/her family will be as safe as check.” You then come back and say, “Great
the customer is looking possible. In addition, these safety features news, it’s still available and I am excited for
for, what is important lower insurance costs. you because it’s one of the hottest colors this
and what is essential to year. Let’s go take a look.”
them. This system demonstrates the value of your
product to your customer. Moreover, if the You make the difference in everything that
You have found the car that best fits their competition does not use this approach, you happens. You cause the excitement and
needs. How do you present your product in will clearly have the advantage of earning energy. Do you have to be a “bounce-off-
a way that separates you from the crowd? the sale. the-wall” type of sales person to have this
Great sales people do many things to turn impact on a customer? No. You just need to
a prospect into a buyer; however, it is the Let’s say your customer is shopping for create the environment that is conducive to
true professional who can present his or her many different vehicles and they all have emotion.
product in such a creative and effective way similar qualities. It is the sales person that
as to fit the customers’ needs and passions. finds this out and then clearly defines the Is it a blue car or “the ‘new for this year’ pearl
benefits who will earn the sale. Remember blue clear coat?” Is it beige or “platinum mist
Using the feature, function and value one very important statistic that you will not - a color you never need to wash because it
system is the greatest way of marrying the find anywhere: The sharpest person along hides the dirt so well?” Then you rub your
customer’s wants and needs to your product. the way gets the deal. Whether you are the hand across the hood to show the dirt they
If a customer had told you they plan to use first or last stop, if you fulfill the customer’s couldn’t see on the car. This is real-world
the car as a family vehicle and take trips emotional and technical needs, you will earn stuff and it works magic.
several times a year, it is important that you their business.
build your presentation around these points, You have one car left and it is a popular-
stressing, for instance, the safety features, Most cars today have a power seat. This equipment package car. It has power
gas mileage, roominess and versatility of doesn’t sound like a very exciting feature, windows, locks, cruise tilt and a CD player.
your vehicle. but it is how you explain the feature that will A customer walks in and says they want a
grab the customer. basic car. They explain they have a limited
It is important to explain how they will budget and want to save money by staying
benefit from having such features and the Consider, is it just a power seat or “a six-way with a bare car. Another customer walks
ease of their use. adjustable luxury feature that enables you to in and wants a fully loaded car. A top sales
get comfortable with the touch of a button? person will be able to fulfill both customers’
For example, if a customer showed an Whether you travel around the block or take wants and needs with the same car.
interest in the safety of a vehicle, how would a day trip, these power seats will make it
you present the feature, function and value more pleasurable.” How?
system? Let’s break it down.
Sell, don’t tell. To the base-car customer, this is the basic
What are the features? They may include, A brochure gives dimensions and statistics. package with mostly
for instance, crumple zones and a drop-out You give benefits. standard equipment. To the other fully loaded
engine. Open the hood and show the features customer, you rattle off all the equipment,
to your customer. It’s the end of the year and you have one even the basics such as power steering and
car left. You have had it for many months; brakes.
What are the functions? Explain that on you know, the ugly one in the back that
impact, the crumple zones collapse the front nobody wants. How do you describe it to Remember, the sharpest sales person along
end of the car to absorb the hit, and the engine the customer? If you say, “I have one left, let the way gets the deal.
is designed to drop under the car so it will me show it to you,” or something of that ilk,
not be pushed into the driver and passenger then you are losing business.
compartment. David Jacobson is the founder and
Try telling the customer: “I think I saw one president of GrooveCar Inc. He can be
What is the value to your customer? that just became available and I must check contacted at 866.663.9038, or by e-mail at
Educate your customer that, even in serious to see if it still is. It probably isn’t, but let me djacobson@autosuccessonline.com.
14 www.autosuccessonline.com
15.
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PattiWood
sales and training solution
Going Up
Create an Elevator Conversation, Part 3
In the first article on grabbing or memorable. This conversation
elevator speeches you could last all of 20 seconds; you don’t have
determined the value time to repeat points. Instead, be original.
of a quick conversation If you’re concerned about trying a unique
to create business. In introduction, ask yourself if a unique
the second article you statement suits your personality, your
learned how to capture the attention of a company and your audience. If it does,
stranger or a colleague. In this third article follow these steps:
you will write your elevator speech step
by step. Realize as you are delivering each • Be memorable - create a mental picture
point you have prepared, you want to create of what you do.
we’re this close to a cure a back-and-forth flow of questions and To be memorable you need to create an image
comments with the other person so that this of what you do that can be held in the right
is truly an elevator conversation, rather than hemisphere of the brain of the person you are
an elevator monologue. talking to. That is where strongest links to
memory lie. You can do this by making up
1. Ask them who they are and what they do. a new word, using metaphors and analogies,
It is often up to you to initiate the conversation. playing with the description of what you
Get into the habit of talking to strangers and do, thinking of what senses your product or
saying. “Hello, my name is _____. What do service uses, or describing the end result or
you do?” your product or service.
2. Listen carefully to their response. Decide which is more engaging and
Being a good listener helps develop rapport memorable:
and helps you discover their challenges or • “I run a car dealership,” or “I help put people
problems. After you have rapport and insights in their dream car at my car dealership.”
about them, you can then tell your story, • “I am a financial planner,” or “I am a money
showing your expertise in solving just those doctor.”
types of problems. It’s important to let them • “I am a pharmaceutical sales rep,” or “I am
know you want to help them and you have a a health pusher.”
Juvenile Diabetes genuine interest in hearing more about them. • “I am a project manager,” or “I help teams
affects millions Being the best listener is sometimes the best solve problems.”
Mary Tyler Moore way to sell • “I am an event planner,” or “I create the
International Chairman and causes long-
perfect business party.”
term complications like blindness 3. Introduce yourself. • “I am a teacher,” or “I help shape our
and kidney failure. Not to mention It is important that you know what your country’s future by teaching children.”
pain and worry no kid should have goal is for the conversation. Be clear. For • “I am an executive recruiter,” or “I help
to live with. But we’re closer than example, often my goal for an elevator find the perfect people to make business
speech at a convention is to get stories, grow and make money.”
ever to a cure. Your help makes
examples and problems from the people I
life-saving research possible. Call meet that I can add to the speech I will be • Be specific about what you do.
1.800.533.CURE or visit giving to them. Are you looking for future Another way of making what you do more
www.jdrf.org. employees? Do you want people to come engaging, impressive and memorable is
down to your dealership? Set a goal and you to be specific about what you do. Make a
will achieve it. quantifiable statement about your work.
4. Make your introduction memorable, Decide which is more impressive and
specific and simple. memorable:
Try to introduce yourself in a unique way • “I am a cars sales man,” or “I have helped
that catches their attention. Saying the old, over 200 people drive their perfect car.”
”Hello, my name is Jeff Smith, and I am an • “I am in human resources,” or “I am in
engineer from company XYZ.” is not the human resources and I hired more than 100
worst way to introduce yourself, but the great people in the past 10 years.”
“name, rank and serial number” introduction • “I am an IT specialist, or “I helped my
is used by most people, so it’s not attention company use technology to be 30 percent
16 www.autosuccessonline.com
17. continued
more profitable in the past year.” service or concept you provide to the customer.
• “I am a construction engineer,” or “I have There are all sorts of catchy names for this
helped build the new Georgia Aquarium, the statement: the unique selling proposition,
Georgia Dome and the Atlantic Civic Center.” value proposition, benefits statement,
competitive advantage or deliverables. If
You notice the focus is on accomplishments, you’re going to a particular event, you can
not just dry duties and responsibilities. prepare responses in advance for the people
you will be talking to. Let’s say you’re going
• Be simple. to a small chamber of commerce meeting.
Use simple language rather than industry You can get a list of attendees in advance.
jargon. You may think that impressing the Identify the people you want to meet. You
person with your knowledge is a great way may even be able to research them and their
of selling yourself, but it may just make them company on the Web. Now you can prepare
tune you out. Remember: analogies, stories the benefits portion of your elevator speech
and metaphors are more memorable. to match their requirements.
5. Share what business you’re in. To create benefits, ask “What can I bring
When you talk about the business you’re to them?” Can you save them time, money,
in, the tendency is to ramble on about the and stress, or give them success, prestige,
features the company provides rather than efficiency, well times or more business?
the benefits that the listener can get from
using the business. Remember, people are Brainstorm a list of the benefits you offer.
always asking, “What’s in this conversation • How can you I do it better than anyone
for me? Why should I care about what you’re else? How am I unique?
saying?” • Pick one of the benefits. Pick the one that is
the most compelling reason for the audience/
Decide which sounds more enticing: customer to buy the product, service or
• “We are XYZ Dealership,” or “Every concept.
month we help 200 people like you drive the • Quantify it. Don’t use jargon; use simple
car of their dreams.” concrete spoken word language. Or, if you
• “We are a printing company,” or “We create want to really grab the listener, paint vivid
full color printing from business cards to word pictures.
brochures so you can paint your businesses • Describe the emotional impact. Describe
success story.” how the benefits will make them feel. “Call me Dealers using
• “We are a small business financial service,” Benefits include how you can save an the “I Like
or “We help small businesses like yours plan employer time and money, help people feel today! That
for their success.” good, or expand markets. You’ll Payment”
• Give them proof. Provide evidence that like the program
Notice how each business introduction has support your claims through examples or are doing
a “you” statement. Research shows that stories. results!”
awesome!”
people’s attention level goes up when their • Keep listening to them. Don’t just dump
name or the word “you” is said. out the speech and think that’s it. Pause as
you speak. Watch and listen to their reactions
6. What group of people do you service? and improvise the best responses to their
You may be talking to someone who cannot interest.
personally use your services or buy from • Create possibility for future contact. Hand RAQUEL SMITH, VP SALES/MARKETING
you, but they know someone who can. Be them a card and ask for theirs.
very clear about who your perfect customer
or client is.
7. Share what benefits your customers
Patti Wood is a motivational speaker and
receive from your services.
communication trainer at Communication
People are thinking, “Why should I do Dynamics. She can be contacted at
business with you?” So you need to state the 800.849.3651, or by e-mail at
benefits - not the features - of the product, pwood@autosuccessonline.com.
august 2006
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DavidKain
marketing solution
An Effective Voicemail Will Get
You the Call Back You Want
If you talk to Internet this data you should determine if you for the call is often overlooked but
specialists about the have the product they want to buy, it is essential if you hope for a call
challenges of their job, whether your dealership likes their back. You may want to try something
one common concern trade in, whether they are a previous like this “The reason I am calling is
is the lack of response buyer (cross reference in your DMS or to review the specifications on the
to voicemails left for CRM tool) and what you will need to Camry, and make sure I have all the
prospects. This seemingly simple task is provide in the message to address any information necessary to provide
actually quite complicated when you consider comments. you with a price and to ensure we
all the elements that come into play - timing, apply the best possible manufacturer
your message, the speed of delivery, your 2. Timing – The first call should be incentive”.
phone number, your name, your dealership right away if the lead came in during
name, response to the prospects comments working hours and as early as possible c. Trade-in Mention – If the customer
when the lead was submitted…. It’s not just if it came in when the dealership was was kind enough to have mentioned a
picking up the phone and calling the number closed. You will want to be sensitive trade-in, then I think you should work
provided with the lead. to their actual typed comments if they this information into the message. It
noted they would like you to call at demonstrates to them that you are on
In conducting mystery shops for hundreds a particular time or if they note they the ball and have read their request,
of dealerships, we have learned that there is would not like you to call at work. and it provides an opportunity to be
a reason some people should never expect Otherwise, it is fine to call at anytime different than your competition. I
a call back, and we have learned why some you deem appropriate for your market. recommend: “I noticed you have a
people nearly always get the response they Remember, the key is to contact the 2002 Camry to trade and I wanted to
request from their prospects. I think the key customer, and finding them is part of learn more about it, because I think
differences are preparation and delivery. By the equation. I have someone who is interested
listening to multiple voice messages, you in one, which would help us to give
can detect those messages from Internet 3. Message – The message is actually you a better trade value. If you have a
specialists who really have your best interests quite simple and should cover the digital photo, could you e-mail that to
at heart versus those who are going down information the customer requested me?”
the tick list of prospects just to complete the when they submitted their lead.
task. Like so many things in life if you don’t Identify the reason for calling, talk d. Call to Action – If you don’t provide a
have time to do it right, it is sometimes best about the vehicle, mention interest call to action, you can rest assured they
you don’t do it at all. I feel the same about in the trade and provide a next step will not likely call back. Try this: “I
voicemails; best not to leave one if you are you would appreciate them taking to would really appreciate a quick call to
going to leave a bad one. move the process along. You want go over this when you get a chance – I
to convince them that you are there promise it will just take a minute,” or “If
Voicemails are like a free radio spot for your to serve them and it is in their best you would prefer responding by e-mail
dealership. If you consider that you have an interests to call you back. please do so and I will provide a prompt
opportunity to leave a 30-second impression reply.”
with someone who has expressed an interest a. Opening – A typical opening line I
in your product outside the influence of hear is “Hello – my name is David e. Closing – Thank them for their time and
others, then you will realize an effective Kain with Kain Automotive. I am slowly give them your call back number
message is really important. I also feel it calling….” This is OK, but I feel the and then repeat it. I cannot tell you how
is important to leave multiple messages customer could shut down too quickly often I have to replay a message three
if you do not get a response, and to feel when they hear the equivalent of or four times just to capture the number.
comfortable if you leave professional, well- “Hello, I am a car sales person calling Your customers may not be as patient.
delivered messages. I hope to cut through from a car dealership.” Try this opening Make it easy and they may reward you
the clutter and perhaps become dinner table and see if it works for you: “Hello, I with a call.
conversation at the household I am calling. am calling for Julie Smith about the
It would make me proud to know that the request she made over the Internet for Even your best efforts may not end with a
family is talking about the sales person from a new Toyota Camry – my name is call back but I can assure you that a well-
my dealership and encouraging the buyer to David Kain with Kain Automotive.” prepared and well-delivered voicemail will
call that person back. The reason I like this opening is that put you at the top of the list when they
it focuses on the customer and the consider who they should call back.
Let’s break down an effective voicemail and fact that you are responding to their
focus on getting the call back you desire: request instead of opening with an
introduction from someone they don’t
1. Preparation – Look at the lead in even know. This opening may earn David Kain is the automotive Internet
detail. Note the source, the time of day you the extra few seconds necessary training specialist at Kain Automotive Inc.
it was submitted, the make, model, to get your message across. He can be contacted at 800.385.0095, or
trade in and comments, as well as by e-mail at dkain@autosuccessonline.
the personal data provided. From b. Reason for the Call – The reason com, or visit www.kainautomotive.com.
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KirkManzo
sales and training solution
Two Schools of Thought
Robert Frost wrote, they’re actually more likely to DISQUALIFY all the worksheet figures. And if you are
“Two roads diverged in someone. It’s not about what people want to going to start the deal, why not start at all
a wood, and I – I took pay (frankly they would like to get something the money. Customers are not going to offer
the one less traveled for nothing) rather it is about, what they are to pay you more than you ask of them. While
by, and that has made able to pay. most will not oblige your request for full
all the difference.” price, the good news is some will (5%-10%).
Consider this. How many times has someone If you have not sold a vehicle at full list in
While there are numerous variations on the told the sales person (and Sales Desk) there the past 60 days, there is only one reason….
Road to the Sale, there are two fundamentally is no way I could ever pay more than $425 a you have not asked, statistically someone
different philosophies to managing the sale month, yet they leave the F&I office at $515. would have said, “OK, I’ll take it.”
of an automobile.
You have two choices, sell the DEAL or sell Ask yourself this simple question, “If we
One, the sales person is allowed to operate the CAR. Premature discussion of figures aim higher, will we do better?”
independently. They discuss all aspects of will cost your dealership more profit than
the purchase terms freely and openly, often almost any other single component of the You can be a player coach or you can be a
even asking the customer questions like: sale. Not to mention with today’s scrutiny disciplinarian. Each approach has merit. The
of dealership’s selling process by AG’s, you later is much more effective when controlling
So what kind of monthly payment are you can ill afford an audit. the sales process at a dealership. Remember
looking for? to mean what you say when instructing your
What kinda money you thinkin’ about The most practical solution is to establish sales people on your expectations. But there is
putting down? a centralized system of “control” with the no need for you to be mean when you say it.
What’s your budget? What are you management team. All decisions regarding
comfortable with? terms and condition for purchase need to Kirk Manzo is the general manager
come from the desk to the customer. at Ziegler SuperSystems. He can be
While on the surface it may appear that the contacted at 800.858.6903, or by e-mail at
sales person is “qualifying” the customer, This would require that sales managers start kmanzo@autosuccessonline.com.
20 www.autosuccessonline.com
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MikeParsons
sales and training solution
It’s Still About Selling
So, you just finished Well, in Internet sales you have to earn the the right benefits. Hence, you earn the right
sending an e-mail. right to ask for the appointment, and then you to ask for the appointment.
Remove your hands have to earn the right to ask for the business.
Mike Parsons is the director of
from the keyboard and eCommerce at Asbury Automotive Group,
take a whiff of your Asking quality questions demonstrates your Southeast Region. He can be contacted
fingers. What do you professionalism and your desire to assist the at 866.446.7143, or by e-mail at
smell - honey or vomit? Are your fingers prospect in finding the right vehicle with mparsons@autosuccessonline.com.
regurgitating all the information you think the
prospect wants to hear? Or, are you meeting
the customer’s expectations while coating
your message with the honey necessary to keep
them coming back at you with more dialogue,
moving down the road to an appointment?
Many times I see e-mails where the sales
person has provided all the information
imaginable and finishes with something
similar to, “Let me know if I can answer any
more questions for you.” Where’s the honey?
What reason does the prospect have for
responding to you? How much rapport have
you built? What are the odds of your setting
an appointment? Or selling a car?
Remember when you were in sales basic
training? At some point your instructor
probably said, “The person asking the
questions controls the conversation.” It’s true.
Take a question mark and turn it upside down.
Of what does it remind you? A fish hook?
The more fish hooks you drop in the water,
the more likely you will be to get a bite. In
every e-mail you send, try to ask at least two
or three questions that will prompt a response
from the customer. There are a hundred
different questions that could be asked, based
on the knowledge you have of the prospect.
One example may be, “What benefits are
attracting you to the Toyota Camry? Comfort
and styling, or economical ownership and
reliability?” You may also discover what you
are competing against by asking, “Aside from
the Camry, what other brands or models are
you considering?” Additionally, you should
be setting the stage for follow-up or asking for
an appointment. But, you need to earn it.
Back when you started selling cars, did you
ever up a customer, find out what model they
wanted, head out on a test drive, start asking
the trial closes on the final stretch, and as soon
as the words came out of your mouth you got
that sinking feeling in your stomach? You
knew you weren’t going to get committing
answers because you hadn’t earned the right
to ask for the business. You had short cut the
process by not qualifying the customer, and
doing a quality presentation. Maybe they
weren’t even on the right vehicle. I think at
some point we’ve all had this experience.
august 2006
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RichardLibin
leadership solution
How Do You Measure
Wealth - People or Profit
How do you measure shares a common culture and goals. To and include motivational, organizational,
wealth - people or complement a career path, dealerships must managerial, sales, service and leadership
profit? The fastest offer an attractive employment package – a skills. A host of programs are readily
way to your profits longevity plan that serves as an incentive for available from auto manufacturers as well as
is by increasing the employees to stay at the dealership. This specialized training organizations.
people wealth of your can include health insurance, life insurance,
dealership. spousal benefits and the opportunity for The ROI of Being “People Rich”
substantial financial gain, regardless of the Does your dealership embrace what is called
Dealers spend hundreds of thousands of position an employee holds. the “Totem Pole” perspective? Dealer at
dollars each year to drive prospects into their the top, managers in the middle, and sales
stores and the most successful ones, by plan, For example, if a dealer sets aside $25 for people at the bottom; it’s most prevalent in
have properly trained and educated sales every car delivered by each sales person organizations where there is little training,
people and sales managers in place. to be used as an end-of-the-year bonus or no clear-cut path for advancement and high
as a contribution to a 401K, it creates an turn-over. The Totem Pole philosophy adds
Dealerships can increase the wealth of their enormous feeling of empowerment and up to an incredible expense: hiring a sales
people with three simple steps: motivates all the sales people to perform at person who leaves within the first 90 days
1. Develop people from within their peek levels. costs an average of $25,000 to $30,000;
2. Offer a career path to every employee hiring a sales manager with the same result
3. Equip employees with the tools they Equip Employees With The Tools To costs an average of $80,000 to $100,000.
need to succeed Succeed
Having a career path is only part of the route To build longevity and retain key employees
Develop People From Within to longevity and retention. It is essential that requires a different mindset beginning at
When dealerships hire or promote someone dealers help their people develop. To do so, the highest level, use the “Funnel.” In this
from within, the process becomes much dealers must provide mandatory training model, sales people are at the top – they are
simpler with better results. When someone and education in the skills needed for every the ones who put everything into the funnel;
is promoted from a sales position to a job function for every employee. Training managers are in the middle, controlling what
manager position, the individual is already programs cannot be selective for several passes through to the bottom, and dealers
familiar with the structure; he/she know the reasons: are at the bottom reaping the rewards of a
way the dealership does business and the 1. Training and education builds an well-structured environment that follows
processes used; he/she know the values of understanding that part of each person’s effective business processes. In this model,
the organization, what the dealership stands job is to nurture and develop people employees are viewed as an asset, and
for and everything else about the way the below them. worth investing in to perform at their best.
dealership does business. When promoted 2. Training and education gives every Training and education, career paths and
from within, the new manager is ready to employee the same opportunity to longevity programs are seen as investments
take the next step in established structure, embrace new skills and apply them on with the potential for high returns – profits
using familiar processes, to continue to drive an even playing field. and growth. Using this model, dealers
growth and performance. 3. A star performer may emerge only can create an environment that makes
after training and tools for success are them “people rich,” and that leads to happy
Offer A Career Path To Every Employee provided. employees with high financial returns.
Delineating a career path is the first step in 4. A “superstar” in his/her current role
building longevity. Every employee should may not have the mindset or ability to
start as a Greeter. From there, they can embrace the skills needed to advance,
move to sales, F&I, sales manager, general a fact that becomes clear through
sales manager, and so on. A career path not training.
Richard F. Libin is president of Automotive
only clearly demonstrates the opportunities Profit Builders, Inc. He can be contacted
employees have with the dealership, but also Training and education programs don’t at 866.450.6853, or by e-mail at
creates a team environment where everyone have to be complex, but be comprehensive rlibin@autosuccessonline.com.
22 www.autosuccessonline.com
