AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing For similar content visit http://www.autosuccesssocial.com/

1. View this month’s and previous issues online at www.autosuccess.biz
.biz
Automotive Consulting Company
Selecting a Reliable Direct Mail
Provider That Produces Results
Tony Cantrell
Start 2005 Off Strong
It’s Working Around the Country
Direct Mail Delivers Results
See What Proven Direct Mail Promotions Have Done For...
Landmark Chevrolet - Houston, TX
Bill Heard Chevrolet Dealerships - Nationwide
Champion Toyota - Austin, TX
Gurley Leep Automotive Group
Planet Ford - Houston, TX
PLUS!
December 2004 Selling Appointments, Not Cars
756 South 1st Street
Suite 202
PRSRT STD
US POSTAGE The Seven Golden Nuggets for
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Selecting the Right Car 100
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a division of Systems Marketing, Inc. www.autosuccess.biz

3. Tuesday, 12:35pm
When your credit union’s out of reach,
Chrysler Financial’s on hand. With Chrysler Financial, what you get is a
partnership. One that’s focused on loyalty
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Forty years of finance.
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4. I N S I D E
8 Avoid America’s Favorite Pastime Zig Ziglar
9 Customer Retention Kirk Manzo
10 The MagniÞcent Game of Skill Michael York
12 Proven Ways to be Unique
and Innovative in Today’s Market Chris Hanson
13 The Seven Golden Nuggets for Handling Objections
& Selecting the Right Car 100 Percent of the Time Kyle Miller
14 Understand your Sales People,
Before You Start to Train Them Carol Martin
16 Selecting a Reliable Direct Mail
Provider That Produces Results Tony Cantrell
18 Selling Appointments, Not Cars Anthony Hall
20 Getting Rich Your Own Way Brian Tracy
21 How to Measure e-Newsletter Results David A. Fish
22 Character Counts Sean WolÞngton
23 Packing GAP: A Big Risk for an Easy Sell Tony Dupaquier
24 America’s Oldest Transportation Company
The History of W. Hare & Son, Inc. Patrick Luck
26 Make Every Conversation a Sales Call Peter deLisser
Psalms 145: 17 - 21
The Lord is just in all his ways,
and kind in all his doings.
Success Driven Solutions The Lord is near to all who call upon
him,
to all who call upon him in truth.
He fulfils the desire of all who fear
him,
he also hears their cry, and saves
756 South 1st Street, Suite 202 Louisville, Kentucky 40202 them.
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 The Lord preserves all who love
him;
Patrick Luck, Editor & Publisher Courtney Hill
• pluck01@autosuccess.biz Sales-improvement Strategist
but all the wicked he will destroy
• chill04@autosuccess.biz My mouth will speak the praise of the Lord,
Susan Goodman, Vice President and let all flesh bless his holy name
• sgoodman02@autosuccess.biz for ever and ever.
Thomas Williams, Creative Director
• twilliams03@autosuccess.biz
AutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
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provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those ofAutoSuccess and by no means reflect any guarantees.Always confer with legal counsel before implementing changes in procedures.
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8. sts ms ls fis lr
ZigZiglar
sales and training solution
Avoid America’s Favorite Pastime
What is America’s them to schools and to seminars and to world. We all need to avoid the pastime of
favorite pastime? educate them. Once they are better, we will transference of blame.
get better. Once they are great, our lives
Some people would will be great. No, I don’t think so. If it is to be it is up to me.
have you think it is
Zig Ziglar is the Chairman of the Board of
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lot of people attend all types of baseball on our own and make our own way in this email at zziglar@autosuccess.biz.
games…from little league to major league
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Some people believe golf is the national
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9. sts ms ls fis lr
KirkManzo
sales and training solution
Customer Retention
How do your sales but not exclusive. Buys from the
people stay in touch competition as well as from you.
with their previously
sold customers? Non-Participating: Made a
singular purchase. That’s it. No repeat
If they are like many business nor any referrals.
sales people, their follow-up is suspect.
At best, sales people have an erratic Once the customer base has been
and inconsistent approach. Consider a reclassified into the above categories, sales
different way of looking at previously sold people should start to re-contact the highest
customers. category, Relationship Customers first. The
intent should be to speak via telephone
If you needed to purchase additional life with these customers three to four times
insurance, have your taxes done, or get your annually.
suit cleaned and pressed, I would imagine
you don’t go running around looking for In order to accomplish this let’s do some
a new insurance agent, accountant, or dry quick math to determine what it will take to
cleaner. We all have people who cut our accomplish this task.
lawns, clean our homes and offices, and
provide services for us on a regular basis. Let’s use an average sales person that has
You don’t think about who will handle these worked at the dealership for five years.
needs for us, we call our guy/gal, and he/she
takes care of it. 10-12 units per month would mean
approximately 500-600 customers.
Previously sold customers need to think of
their sales person as “their guy or gal” who 500 customers times four
takes care of helping them with purchasing conversations equals 2000
a new car. In order to elevate your sales conversations annually.
people to that status with their customers,
they must stay in contact with them on a Do you think in today’s busy society, a sales
regular and consistent basis. Even with the person may need to call a previous customer
best of intentions for most customers, out of more than once to actually get them on the
sight means out of mind. telephone and have a conversation? Would
three to four times seem realistic? It should.
Many of you remember Joe Gerrard for his
World Record Sales achievements. One Now we are talking about 6000-7000 calls
simple principle he used to stay in contact per year. Monthly that would mean 500
with his customers was to send them a card plus calls per month or approximately 25
every month. December was a Holiday outbound calls every day (20 work days)
card, January Happy New Year, March St. to have five to seven conversations per day.
Patrick’s, etc and each card read inside I So ask yourself, how many of your sales
LIKE YOU, a simple yet effective gesture. people are really staying in touch with their
He would send out upwards of 13,000 cards previous customers?
each month.
Realize if you have 10 and 15 year veterans
The best way to begin a reconnection at your store the numbers are two to three
campaign for each sales person is to first times this example.
classify all previously sold customers into
one of three categories.
Relationship Customers: Exclusive,
Kirk Manzo is the General Manager
they call you first every time. at Ziegler Supersystems. He can be
contacted at 800.610.9047, or by email at
Participating Customers: Repeat kmanzo@autosuccess.biz.
december 2004 9

10. sts ms ls fis lr
MichaelYork
sales and training solution
The MagniÞcent Game of Skill
It’s a numbers game. in a game, but makes home runs and big top performers. Whether it’s golf, or
Ever hear that one? A hits out of a select number of pitches. It’s baseball, or selling. The skills, study, and
delivery truck driver what he does with the quality of pitches, commitment to becoming one of the best
or a car salesman, not just the quantity. So that blows up the and becoming known as a top performer.
each could say the “just a numbers game” theory, right? Someone (maybe you) the team counts on,
same thing. It’s all and has confidence in, to deliver.
about the numbers. But in neither case We hear players called “students of the
would it be the truth. game.” And that gives us a big clue to Let this be an encouragement to each of
becoming one of the best in any game. you. To keep going. And a congratulations
Fact is, numbers are a part of every game. Thinking and studying with a purpose, to many of you. For raising the bar on your
It’s how we keep score. It’s how we count and a focus on becoming better at your expectations. For raising the level of your
the score and what we get credit for when position. Improving in your position, and commitment. For raising the level of your
we score, in most any game. how you contribute to the team. In his performance and your production. And
book “Good to Great”, Jim Collins calls it, for raising your status in the eyes of your
But in the profession of selling. It’s so much “What you can do potentially better than managers and your teammates and your
more than just a numbers game. Most would anyone else.” customers.
have you think it’s all about the numbers.
See more and be more and make more. How do you individually feel about your Big is available. Not everyone can be Tiger
Remember, our goal is not just the common position? Good or great? Woods or Barry Bonds. But anyone can
and ordinary, but thinking differently and How do you feel about the kind of become a student of the game and raise
uncommon execution. contribution you make to the team? Is it your personal level of performance.
your best effort? Your best performance?
If that were true then we could go out back Are you a student of the game? A student It’s not just a “numbers game” but there
with 10,000 balls and in a few days you’d of the opponents you’ll face this week are numbers that get us excited. Trends,
be Tiger Woods or Barry Bonds. We both and how you can best win? Are you a indicators, movement, improvement,
know how ridiculous it is to think that competitor? Or are you just relying on percentages…they all tell a story. The
simply hitting more balls makes you a numbers or experience to get you through excitement of a story builds, when the
better hitter. the next at bat? How do your customers numbers show momentum, an “above
feel about your performance? average” performance against the industry
While many would And then, there’s the law of averages. The
and against the competition and yes, even
against ourselves.
have us be judged on numbers game, part two.
“results”, we Þrst have While many would have us be judged on
to look for evidence. The Law of Averages says that for any results, we first have to look for evidence.
Before radical results “average” calculated there must be both Before radical results can occur, there must
a low number or under-performance, and be a trend of evidence.
can occur, there must a higher number. Above the average,
be a trend of evidence. over and above typical or predictable That good things are happening, that
achievement.Which one are you? performances are improving, that
And it’s just as ridiculous to think that individuals are responding, and the numbers
making more calls makes you a better Chances are you’re both. Every performer are changing…for the better.
selling professional. Whether it’s 10,000 has highs and lows. Every home run hitter
balls or 10,000 calls the real improvement strikes out. Every winning QB throws Ask the question to each individual on your
is in the individual and their performance. touchdowns and incompletions and team,“How’s the becoming going?” As we
interceptions. But not every player can be head into a brand new year…Take some
That’s the you equation. Sure the numbers counted on to come through with the big time to review what you are doing, and
make up a big part of that equation, but hit or the big TD in the clutch.What’s your how you’re doing it. Ask yourself, “What
not in the way most people think. The reputation? Is there a confidence, spoken or have I learned and how am I applying it?”
performance is not just in the numbers unspoken, throughout the team that when Schedule some time with your manager(s)
but in the how. In the approach you take to you step up… “Hey, it’s Barry…we’re to talk about what you could be doing
becoming better as a performer. gonna get this one.” to improve your performance, and your
reputation as a performer.The marketplace
How did Barry Bonds become a world- Or does the team hang their head knowing will notice and pay you well for it. OK…
class, Hall-of-Fame hitter? that the “law of averages” is not in their you’re up!
Just by taking lots of batting practice, favor if winning rests on your shoulders?
day after day? So did the rest of his If it’s the end of the month, and we need Michael York is an Author and
teammates…and the rest of the league… someone to come through, is it going to Professional Speaker. He can be
and lots of players who didn’t make it into be you? contacted at 800.668.5015, or by email
the league. So that can’t be the answer. In at myork@autosuccess.biz, or visit
fact, Barry actually gets less chances to hit The magnificent games of skill need www.MichaelYork.com.
10 visit us online at www.autosuccess.biz

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For advertising opportunities, contact NIADA at 800.682.3837.

12. sts ms ls fis lr
ChrisHanson
marketing solution
Proven Ways to be Unique
and Innovative in Today’s Market
I’d like to share a I’m sorry. I didn’t introduce myself. My and ask them to stop back in and just by
few tips and ideas name is Chris.” (if you need to, be ready to doing so, I have a special gift for them. In
I’ve learned that have say) “and yours”? By introducing yourself conjunction with my be-back CD, I have a
helped me advance after the greeting they will better remember very specific step by step follow up process
my career. These are your name and you will remember their’s. as well. Very new and innovative.
things I do everyday
and most importantly, they work. I have ProÞling Does it work? Of all the people that have
one goal I’m trying to achieve with every The next step is the most important. At this returned so far, only one did not purchase
customer: what is the best vehicle for them point I look at their current vehicle and a car! Can I keep that up forever? No,
that will fit their needs, budget and wants. find out what they did last time. “What do probably not, but I know one thing: It
It’s like a puzzle. If I take my time and you like most about your current vehicle?” works!
listen to them I gather very small pieces “What do you like least?” “Why are you
that will help me piece together the puzzle. looking to trade your vehicle in?” “What Branding Yourself
Some of them are very hard to find so I need is your current payment?” Can you start I have branded myself “The Car Guy
to take my time and listen carefully. I want to see the valuable information you can – You’ve Got a Friend in the Business”. I
a complete puzzle, a completely satisfied gain from these questions? Read them over have a caricature of me driving a car that
customer. again and think about what information you I have on my business cards, website,
will get from the answers. (I have a long list magnet business cards, thank you cards and
The Greeting of questions I need answered to complete my newsletter Chris’s Car News which I
The greeting is what sets the stage. “Hi the puzzle that I can send you if you e-mail send out quarterly.
folks, are you out beginning to look and me.)
shop around today? (yes we are) Perfect, we Personal Website
have a great selection of new and used cars, Be-back CD My website has info about me, lots of
trucks and vans. I’d be happy to show you Not everybody buys the first time they’re in powerful letters customers have sent me,
whatever we have. I can point you toward so what do I do then? Pull out my “be-back car research, special of the week, past
what we have on sale today. Would that be CD”. My be-back CD is an audio CD that’s newsletters, weekly newspaper ad, car
o.k. with you? (yes, we would like to look under 10 minutes long, it starts out with a links, my work schedule and of course a
at those) Are you looking for something customer of mine giving a testimonial. I link to the dealership where I work. The
bigger or smaller than what your driving then thank the customer for coming in and purpose of my website is not to sell cars,
now? (bigger, we have a new baby on the have my wife read excerpts from letters it’s a contact point. The Car Guy - Chris
way) Fantastic, I can help you with that. customers have sent me between me talking Hanson. It’s also to provide information for
What kind of car are you driving now? (a about our great service, concerns they might the customer and it backs up my claims and
Dodge Intrepid and we need to get a van) As have, their budget, and my commitment to what I have told the customer.
we are walking toward their vehicle I say: them. I close with promoting my website
Personal Newsletter
Chris’s Car News is sent out quarterly to my
customers and once again I’m not trying to
sell cars. It’s another contact point. The Car
NADA
AUTOSUCCESS
Guy - Chris Hanson. I write an editorial of
sorts, a new model review, new customers,
quarterly quiz and free dinner give away
and a story.
I know that is a quick run through and there
are so many more details in each process I
told you about. If you would like complete
information on anything I wrote about or
would like more details on all of it, please
e-mail me.
Chris Hanson, with Hibbing Chrysler, can
be contacted at 800.901.2862, or by email
Visit AutoSuccess at NADA Booth #6055 at chanson@autosuccess.biz.
12 www.autosuccess.biz

13. sts ms ls fis lr KyleMiller
sales and training solution
The Seven Golden Nuggets for Handling Objections
& Selecting the Right Car 100 Percent of the Time
It does not matter At our dealership we grew tired of seeing ready for battle attitude.
if you live in a blue the customer come in so defensive and the
state, red state, green sales person act so nervous. We commited Golden Nugget #2: BeneÞt
state or purple state. to refining our sales and coaching process, By using the “No Problem” the sales
It does not matter if build the skills our sales staff needed to person can regain control of the situation
you sell Kia, Ford sell more cars and create the tightest run and steer the customer back on track. The
or Mercedes. When the modern consumer most non-confrontational sales floor in the sales person can begin to uncover the
steps into your showroom two things are world. We are able to accomplish this all customer’s true wants and needs so they
certain: One, they would rather be sitting with just Seven Golden Nuggets! can select the right vehicle to match those
in the dentist chair than dealing with a car wants and needs exactly. Regaining control
sales man and two, under no circumstance Golden Nugget #1: No Problem! requires more information. To get more
are they buying a car today, period. If I recently saw a book titled “386 Secrets information from the customer, we need
you’ve been selling cars for one year or to Overcoming Sales Resistance.” I don’t to provide a benefit. The good news is that
twenty, I am sure you have heard every know about your staff but my guys just the customer actually provides us with that
objection known to man: aren’t that smart (even 10 is pushing it). We benefit any time they throw us an objection.
“I just want your best price, (so I can go learned that with the first Golden Nugget To respond with a benefit to the objections
visit three of your competitors)” they could handle every conceivable listed previously, we simply lead in with
“I really don’t have much time, (even objection. When a customer throws a “So that I can …” and restate the customers
though I drove 20 miles to get here on my potentially disruptive and distracting request. For example:
day off).” comment/objection at you, the last thing
“We’re just looking for some information, they expect to hear is, “No problem …” “So that I can give you our best price
(even though I know more about this car We have found that responding with “No …”
than you will ever know)” problem …” and a genuine desire to resolve “So that I can save you some time …”
Fill in your own objection: ____ the issue compels the customer to drop their “So that I can get you all the
information you are looking for …”
Golden Nugget #3: Request
Our Dealers JW96HRSS sold
45% of our used
“No problem” creates a climate where
are having
customers want to communicate with us;
car inventory in providing a benefit gives them a logical
one weekend. reason for agreeing to your request, which
$100,000+
- MD GM Dealer is simply this:
With JW96HRSS “May I ask you a few quick
Weekends we buy the right
cars and they sell
questions?”
“Follow me.”
them at $3833 “Please have a seat.”
How was your weekend? per copy.
- FL Dealer Golden Nugget #4: Guest Survey
Ask about our $100,000 Now that you’ve disarmed the customer,
“Guaranteed” weekend! I used JW96HRSS slowed them down, regained control and
6 years ago, and have them seated in front of you, you
they are still the better have a plan. We recently threw away
Eliminate half of your used-car
best today! our ugly yellow worksheets and created
inventory in just one weekend. a colorful, informative sheet called the
- NJ Dealer
Guest Survey. The Guest Survey provides
Jeff Weaver’s Offsite Events: our sales staff with an easy to use, non-
96 Hour Super Sale Inc. Race Tracks
confrontational method of gathering all
the information needed to uncover the
Sports Stadiums customer’s true wants and needs. Some of
Shopping Malls the questions we like are:
Call Today to Performance “Are you adding a vehicle or replacing
reserve your next Compensated your vehicle? Would you like an
sales event! Lowest estimate?”
Commission “What do you love about your current
800.723.2608 BEST RESULTS!
vehicle? What are some things you’d
continued on page 28
december 2004 13

14. sts ms ls fis lr CarolMartin
leadership solution
Understand Your Sales People,
Before You Start to Train Them
When managing a to your well-honed presentation on the seeming pushy when a prospect seems
team of sales people, latest industry trends; with this in mind, try uninterested.
it’s important to know to employ a more creative approach when
them well enough discussing serious, fact based sales topics. If Hiring the wrong person for the job can be
to understand what you’re speaking one language, and they’re a painful and expensive mistake.
drives them, what hearing another, your goal of bringing out
inspires them. The same things that motivate their best will always be just that – a goal. Will the new hires take on a consultative
you may do little for them, especially if your sales approach or a persuasive one?
personalities are on the opposite sides of the Gregarious personalities need to be How do you know whether your trainees
communication spectrum. You might be a entertained while you train them. They respond to bells and whistles or facts and
passionate cheerleader, but if your trainees typically find straightforward lectures objectivity? The answer to these questions
seem unmoved by your excitement, you’re boring and like learning sessions that lies in knowing more about whom you
simply expending a lot of unnecessary involve two-way interaction, perhaps are hiring before you show them to their
energy and wasting precious time. some role-playing or the chance to earn desk. Interviews may give you a clue, but
impressive rewards or prizes. They can remember that many people can and will
Reserved types respond best to facts and usually sell emotionally based products to project the image they think you want, or
figures. They tend to take on a consultative almost anyone. say the things you like to hear, just to land
approach when selling and feel comfortable the job.
with a no-nonsense training approach. Before attempting to connect with any of
They almost always disregard anything your hires and mold them into successful Fortunately, there are several hiring
flamboyant and may wince at the mere sales people you must be certain they have tools available that can tell more about
thought of playing team-building games. all of the necessary equipment – copious your potential new team members. One
They can sell technical products or amounts of drive, determination and of these is a written personality-based
intangibles and usually relate best to sedate, ambition. Make sure the smooth-talker in evaluation that underlines strengths, flags
bottom-line oriented prospects. your class is also assertive and competitive. weaknesses, and provides management
Be on the lookout for faux sales types advice. Assessments of this kind can also
Of course, you may have the opposite – those who talk a bigger game than they help restore cohesiveness within the sales
challenge. You might be the one who is can actually play. An outgoing personality department.
rather reserved and pragmatic while your might be a plus in sales, but charm alone is
sales students seem annoyingly loud, garish seldom enough to consistently close deals. When developing a sales staff many other
and outspoken. These very sociable beings Someone preoccupied with his or her own factors come into play, including the pace
may be less than enthusiastic when listening self-image may back away quickly to avoid and sensitivity of the trainee. Someone who
tends to be unhurried will become flustered
if required to rush, while a very time-driven
person may dislike working through long
sales cycles. Thin-skinned business people
often become deterred when their ideas or
sales pitches are rebuffed, but those who
are very resilient can sometimes disregard
constructive criticism and be challenging
to manage. Remember that your trainees’
unique traits can bring about both positive
and negative effects that should be
considered when coaching.
Being a successful trainer requires teaching
effectively and bringing out the best in your
new hires, because you need to know what
motivates them and what stops them cold.
Once you learn to use these triggers to your
advantage, you can save time and money.
You may realize that it wasn’t really them
after all -- it was the old process, that didn’t
work out.
Carol Martin is a Senior Consultant
with The Omnia Group. She can be
contacted at 800.601.3216, or by email at
cmartin@autosuccess.biz.
14 subscribe today at www.autosuccess.biz

16. fs feature solution
TonyCantrell
Selecting a Reliable Direct
Mail Provider That Produces Results
What if you had the ability to know exactly Once you are certain that the database from with the manufacture logo on the return
which consumers are in the market for your which you are pulling your list is current, address portion or white #10 envelopes
product and spend your time targeting only you need to decide whom you want to target and a live stamp to look more personal.
them? Your dealership would never waste for your campaign. Determine if you are Both are offered with or without a window.
time and money with consumers who targeting consumers with particular credit Envelopes alone have many options, which
aren’t interested or don’t have the ability scores or demographics such as income, can be tailored to fit your selected piece
to purchase your product. Direct mail can age, or family status. Depending on the type perfectly. Depending on what type of
give you an edge over your competition of vehicles your dealership sells, you may promotion you are planning to do, you may
because you can be certain you are targeting want to pull Beacon scores from Equifax. need a simple letter rather than some flashy
the right consumer, at the right time. A For instance, if you are selling “affordable” four-color mail piece. Once again, there are
dynamic direct mail campaign is completely vehicles you should target single income numerous options when creating your mail
measurable and that gives you the ability to families, and if you are selling vans or piece. First, select what size you want from
make improvements each time. sport utility vehicles, consider targeting 6 inch x 9 inch post card or 81/2 inch x 11
large families. Technology is available that inch to an 81/2 inch x 14 inch or 11 inch
Some direct mail companies specialize in the will lead you to consumers that already x 17 inch trifold. Next, make sure that the
automotive industry, which can be a benefit own the same type of vehicle and could date of the sales promotion is stated clearly
since these companies are knowledgeable possibly be in the market for another one. along with the rest of the information such
about your industry. It is necessary to make Another option is to target consumers who as the address and phone number. Your
sure you are using accurate and up-to-date are presently in a lease or loan with only a selected direct mail provider will be able
data. Situations change within households few months remaining. Many times when to advise on which piece will work best.
and therefore data changes. Every month you remind the consumer that their lease or A unique mail piece can help keep their
people throughout the United States are loan is almost up, you will get their business attention. Remember that if you follow the
getting married, divorced, moving and when they trade their current vehicle in. The guidelines laid-out by your manufacture you
so on. Those factors, along with trade right message and creativity follow. could be eligible to receive full to partial
cycles, can cause a dealership’s database reimbursement through Co-Op. Ask your
to become outdated within a short period Every detail counts. Envelopes are direct mail provider for proven pieces.
of time. There is technology and resources important because they must compel the
available to electronically keep up with customer to open it. The mail piece should A good direct mail company will provide
these changes. An accurate list is the starting grab your consumers’ attention immediately your dealership with quality direct mail plus
point to a successful campaign. Be sure to and clearly convey the offer and time of gifts/premiums and insurance for potential
ask your current direct mail provider how your promotion. Some options you have prizewinners. Any additional incentives
they manage the list they are providing you. with envelopes are brown craft envelopes offered will increase the potential for a
16 www.autosuccess.biz

17. bigger response. Some gifts/premiums that Other aspects to adding excitement to the
are small and have high-perceived value atmosphere are putting balloons on the lot, Just Ask The
are: Toy Shopping Certificates, Internet
Shopping Sprees, Vacations, Cruises,
offering food/refreshments and some sort of
entertainment for the kids such as a moon
Following
etc. Go beyond just offering free lunch walk or face painting. Dealerships
on Saturdays and offer something the About Proven
consumer will attach value to. Keep in
mind that gifts will increase traffic across
Once you have all of the details of your
campaign settled you need to determine a
Direct Mail
your show room floor but some people will way to check the results. It is necessary to Promotions:
only be there to receive their prize. While all keep track of each and every person who
people responding to your mail piece may responds to your direct mail promotion so
Champion Toyota
Austin, TX
not currently be in the market for a new car, that you can monitor all aspects of your
Kevin Hupp
your sales personnel still has the opportunity campaign. From this you can learn your
512.440.4500
to find out when they will be in the market response rate and determine what can be
and make a good impression. altered in future promotions to increase it. Bill Heard Chevrolet
Nationwide
Once you have determined all the aspects Remember these key things: Mike Baches
of your direct mail piece and promotion, • A properly planned and executed 281.491.9000
get your entire staff involved. Getting your direct mail campaign will generate
employees energized about the promotional targeted qualified leads to produce
Landmark Chevrolet
Houston, TX
campaign will create an exciting instant and future business.
Roger Teague
atmosphere that even your customers will • Always ask for a list of references
281.820.8100
feel. Everyone should have a part in the from the company and contact some
promotion from the receptionist to the (references) randomly to verify how Gurley Leep Automotive Group
sales people. Receptionists should make they feel about them. Mishawaka, IN
everyone aware of the upcoming promotion • Monitor your results so that you can Dennis Carey
when they answer phone calls. Designate a determine if it was profitable for your 574.272.0990
few sales people to call upon the manifest dealership and what can be improved in
provided and schedule appointments during future promotions. Planet Ford
the sale. Your results will be higher if you
Spring, TX
Tony Cantrell is the President and CEO
of Automotive Consulting Co. He can be
Ron Ewer
contact your target consumers through both
contacted at 800.901.2859, or by email at 281.719.3700
the direct mail invitation and phone calls. tcantrell@autosuccess.biz.
december 2004 17

18. sts ms ls fis lr
AnthonyHall
sales and training solution
Selling Appointments, Not Cars
We would all like to be used with every incoming sales inquiry “Great news. We have that exact vehicle.
improve our closing coming into the dealership through the When would you be available to come
ratios on a day-to-day phone. Before you put the phone guide in? Today or tomorrow? (Use the funnel
basis. The better the together there are some simple things you technique). Morning, afternoon, or evening?
closing ratio is, the do and other things you don’t: Between what time”?
better the unit sales
numbers will be. The better the gross profit Do: Or, if you don’t have the exact vehicle, use
is, the better your income will be. To do this, • Use proper verbage that will this guide:
we have to change how we handle incoming eliminate misunderstandings. ie
phone calls. availability not inventory. “Great news, we have a pretty nice match or
• Always use enthusiasm. two. When would be a good time for you to
The phone is one of our best selling tools • Be prepared. come by?” (Use Funnel down technique).
we have in our dealerships, however, we • Get name and two phone numbers.
as sales people are misusing it. We try to Repeat the time and day back to the customer
sell cars over the phone first and then the Don’t: and say, “If you’re running a little late could
appointment. This is completely backwards • Lie or deceive. you give me a courtesy call? I’ll do the same
and very rarely does this work. I will • Answer the phone if you are if it happens on my end. By the way, if I
concede that once in a blue moon we do preoccupied. can’t reach you at this number, what would
eventually sell a customer with this process, • Give price or payments over the be the next best number to reach you?”
but it does not mean this is an effective phone.
selling method. It means you got lucky. We • Get too exact with color or options. Mr. Customer do you have a pen handy, I’ll
can’t depend on luck. What we can depend wait… Once the customer responds with
on is skill. Do: “yes” I have something to write with, tell
• Set exact time for appointment. them to write down your name and two
• Get customer to write down your phone numbers, your work and mobile
Once the appointment name. number. Spell it out for them. Mr. Customer,
has been set, make a • Take control. when you get to ABC Motors, please ask the
• Create flexibility. receptionist to page me and I will be right
copy of the customer there to assist you.
information and have Example of a phone guide:
your manager conÞrm Sales Person: Thank you for calling ABC
Motors. This is John, how may I help you?
Once the appointment has been set, make a
copy of the customer information and have
the appointment your manager confirm the appointment
within a 15 minute Customer: Do you have any…make, within a 15 minute window. This alone will
model? help increase the customer show ratio.
window. This alone
will help increase the Sales Person: Are you wanting a new In today’s competitive market, dealerships
customer show ratio. or used vehicle? What options were you
hoping for? (Get a minimum of five options.
have two choices, either “grow or die.”
Which choice would your dealership prefer?
Always offer either/or). Example: Cloth or I think it is an easy decision.
When sales people get into a price decision leather, automatic or manual, four wheel
over the phone, the only hope in the sales drive or two wheel drive, CD, Cassette or This is one of many effective ways to handle
person’s mind is to give a price low enough both, etc. Lighter or darker shades? incoming sales calls. The key is to put a
to entice a customer to come in. Even if the consistent process in place and to train the
customer comes in, what have you got? You Sales Person: Repeat back all options at this procedure until it becomes habitual. Then
have a low gross deal if any, or the customer point to verify correct information, which monitor the process for compliance. This
takes your number and shops it around town. shows active listening. Then say: It’s going will assure at least three or four additional
People cannot get excited about price. to take five or 10 minutes for me to check sales per sales person per month. Make it
our availability, no sense in you driving happen!
How many true opportunities are lost daily out here needlessly. Are you calling from
in your dealership through the use of this home or work? The number there is? And
method? The following is one method that your first and last name is? “ I just got an
can work if used correctly. Teach your sales idea, can I put you on hold?” (Now put the
people to sell appointments and not cars customer on hold for 20 seconds maximum)
over the phone. Come back with excitement in your voice. Anthony Hall is a Training Consultant
at Ziegler Supersystems. He can be
Step 1. If you have the exact vehicle, use the contacted at 800.610.9047, or by email at
Put together a script or call guide that will following guide: ahall@autosuccess.biz.
18 www.autosuccess.biz

19. $100,000 to $450,000+ $450,000.00 in 4 Days
(3 w/ Snow & Rain)
Gross ProÞt in 4 Days!
03/2004! Record Sale for
Karl Malone Toyota, UT
with PDS, Inc. Set 40 Year Record
at Duea Motor Co. Albia, IA
PREFERRED DEALER SERVICES, INC. $211,000+ in 4 Days.
“THE MOST EFFECTIVE STAFFED SALES & TRAINING EVENT IN 40 YEARS” Mike Duea - Dealer, Duea
Motor Co. IA
Would you be interested in delivering 30 to 70+
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Inventory We Would Have Lost
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Toyota, NM
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please visit our website for more details or to request a package.
www.AcquisitionSale.com

20. sts ms ls fis lr
BrianTracy
sales and training solution
Getting Rich Your Own Way
If you are really worked hard; were promoted and paid can charge high fees for their services.
serious about well; earned stock options, bonuses, and These people earn their degrees, dedicate
becoming wealthy, profit sharing; and as a result of holding themselves to becoming very good at what
there are five primary on to that money, became millionaires and they do, rise to the top of their professions,
ways that fortunes are multimillionaires. earn high incomes, and then hold on to
made. the money. Ten percent of self-made
Paul Allen started Microsoft with Bill millionaires in the United States fall into
Become an Entrepreneur Gates, sold out when he became ill, took this category.
The number one road to riches, at the head much of his share of the company in
of the list and on the top of the hit parade stock, and is now a multibillionaire. The Get into Sales
throughout U.S. history, is entrepreneurship, Seattle area is famous for having so many An important source of self-made
starting and building a successful business. “Microsoft millionaires,” people who millionaires is sales people and sales
Entrepreneurship includes every kind of went to work for Microsoft in the 1970s consultants. Five percent of self-made
business, from farming and trucking to the and 1980s, sometimes as secretaries and millionaires in the United States are men
automotive and computer industries. programmers, received stock options, and and women who are experts and at the top
became wealthy when they exercised them. of their fields in selling. They never started
Seventy-four percent of self-made Many senior executives receive bonuses their own businesses. Few of them went
millionaires in the United States, going and profit sharing worth millions in a single to college or earned professional degrees.
back 200 years, come from self-owned year. Working for a large company that Instead, they became very good at selling a
businesses. An individual starts with an grows, pays well, and shares its profits is a product or service, and were paid well for
idea for a product or service, turns it into a major source of wealth. doing it. In addition, they managed their
business, builds it up from the ground floor, money well, invested it intelligently, and
and as a result becomes wealthy. Henry Many executives have stayed with their made it grow until they were millionaires
Ford, Andrew Carnegie, John Jacob Astor, corporations for many years; have risen to or better.
Cornelius Vanderbilt, Ross Perot, Sam positions of seniority; are paid extremely
Walton, Bill Gates, Michael Dell, and Larry well; are given stock options, profit sharing, Fully 99 percent of self-made millionaires in
Ellison are all people who started with little and bonuses; and as a result of holding on America come from these four categories:
or nothing and built their own successful to the money, they became millionaires.
businesses. And there are millions of Not so long ago, Lee Iacocca, the chairman 1. Self-owned businesses 74
others. of Chrysler Corporation, was paid $26.7 2. Senior executive positions 10
million for one year. Michael Eisner of 3. Doctors, lawyers, and other
Work Your Way Up Disney earned a $150 million bonus. professionals 10
Another way to become rich is as a highly It’s not too hard to become a self-made 4. Sales people & sales consultants 5
paid executive of a successful company, or millionaire if you’re making that kind of Total 99
as an employee of a company that awards money in a year.
stock options that become valuable. Ten All the Others
percent of self-made millionaires in the Become a Professional The final one percent of self-made
United States are men or women who have A major source of self-made millionaires millionaires includes all the people who
joined large corporations, or companies consists of professional people; Doctors, have made their money in the stock market,
that became large, and worked for these dentists, lawyers, architects, engineers, with inventions, in show business, through
companies for many years. They usually and others with advanced degrees who the authorship of books and songs, as
lottery winners, and all other sources.
Unfortunately, because this group gets so
much publicity, many people think that they
Up Unit Sales via Referrals!
are typical of the people who get rich. The
fact is that they are quite rare.
Up Service Visits by 13x a person! To get wealthy, you don’t have to depend
on luck, windfalls, or inheritances. It’s
Would you like a cost effective way to increase your referrals?
like trying to find anything else - the way
Want to dramatically increase service visits you lose to is easier and the results more positive if
Lube, Mufßer and Tire shops? you know where to look in the first place.
Would you be interested in a program that pays for itself Now that you know where 99 percent of the
hundreds of times over? wealth comes from, where are you going to
AUTO
look?
Call today for a FREE Sample!
800.723.2590
Brian Tracy is the Chairman & CEO of
Brian Tracy International. He can be
C A S H C A R D S contacted at 866.300.9881, or by email at
btracy@autosuccess.biz.
20 successful solutions at www.autosuccess.biz

21. sts ms ls fis lr
DavidA.Fish
marketing solution
How to Measure e-Newsletter Results
There are definitive fine-tune and tailor your subject matter so content delivery can respond to individual
methods for tracking that you can deliver the kind of information subscribers with specific articles based on
and measuring an customers want and value. That will keep their previous reading behavior.
e-newsletter’s direct your readership numbers high, stave off
impact on the bottom attrition and build loyalty in between vehicle While you’re measuring traffic to your
line. All you need to purchases. website, don’t overlook some basic ways
do is: to measure your e-newsletter’s standalone
Mapping e-Newsletters to Website Activity effectiveness. Assign it a unique 800
• Establish your benchmark metrics Use an e-newsletter to drive both new buyer number. Then when the phone bill comes,
• Put the appropriate tracking and repeat buyer traffic to your website. you’ll know exactly how many readers
mechanisms for measuring them in How do you know if an e-newsletter is responded to something they saw (an event
place driving website traffic? or promotion) in the e-newsletter. And make
• Review and fine-tune to maximize sure there is a unique “respond by email”
your e-newsletter’s value An embedded link in your e-newsletter address such as e-newsletter@yourdeale
enables a reader to click directly through rship.com so that you can separate direct
Two benchmark metrics that go above and to your website. Be sure it’s displayed in inquiries from the e-newsletter from general
beyond basic delivery and open rates and the same place on every page (the way the website inquiries.
help you determine your e-newsletter’s catalog companies display their 800#s).
success are lifetime customer ROI and the Then, install a tracking function that counts Whether you choose to measure your e-
effectiveness of your e-newsletter in driving click-throughs from the e-newsletter to the newsletter effectiveness in terms of driving
traffic to your website. website. Mapping the number of website down the cost of gaining lifetime customer
visitors that came from your e-newsletter to value, or in terms of additional website traffic
The first is an efficiency measurement the total number of site visitors will provide and sales, start by setting your own benchmark
demonstrating the cost of maintaining an you with a percentage of web-fed sales ROI. Then, as time goes on, you can start
ongoing customer relationship. The second driven by the e-newsletter. to deploy more sophisticated methods for
lets you map your e-newsletter more directly getting more marketing value out of your
to sales via your website. The sophistication of your tracking will e-newsletter investment. In fact, our third
determine how granular, and ultimately how and last article in this series will show you
Lifetime Customer ROI useful, the data will be. For example, some how advanced, content-based tracking and
A recent analysis conducted by IBM third-party e-newsletter service providers reporting enables you to use an e-newsletter
specifically for the automotive industry, can show you on an article-by-article to surface “buy signals” and prioritize leads
pegs individual lifetime customer value at basis which content in your e-newsletter is by determining where customers are in their
well over $100,000, and lifetime value per compelling the most subscribers to click- vehicle-purchasing cycle.
household at over $300,000. This includes through to your site. This can help you bring
new vehicle sales to spouses and children the content that is driving website traffic David A. Fish is Chief Executive OfÞcer
as well as attendant service and aftermarket “above the fold” where it’s more likely of IMN (iMakeNews, Inc.) He can be
sales. to be read by all recipients. E-newsletter contacted as 800.871.0012, or by email at
services that offer high-levels of customized dÞsh@autosuccess.biz.
Make sure your e-newsletter content is
fresh, relevant and meaningful. Go heavy
NADA
AUTOSUCCESS
on lifestyle content and light on the heavy
sell. Deliver information on those topics
that drive incremental sales (such as sales
to other family members and service) but
do it in an editorial versus a promotional
way. For example, consider a lifestyle article
on surviving a teenager’s first six months
behind the wheel or tips on how to winterize
a vehicle for different driving conditions.
The first pre-disposes the reader to buying
their teen’s first car from you; the second
encourages a visit to your service bays.
Determine the value of your e-newsletters
according to which articles and regular
content sections recipients read. Content-
tracking tools will help you continuously Visit AutoSuccess at NADA Booth #6055
december 2004 21