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. AutoSuccess Must-see Companies NADA 2006, page 4
a division of Systems Marketing, Inc. February 2006

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4. UST-SEE COMPANI
O R
ADA 200
L A N D O F L O R I D A
American Auto Exchange: Delivering innovative solutions that streamline and maximize dealers’ sales operations to
include: inventory optimization, Þnance menu, reporting, and dealer desking tools.
Auto Dealer TrafÞc, Inc. is the automotive search engine marketing experts. ADT’s focus on SEO, Paid Search, and
analytics has made it the premier company in the automotive arena. ADT’s proprietary technology analyzes your
search marketing efforts easily. Count on us to give your marketing dollars a ROI!
Established in 1999 Auto Internet Marketing has been generating both New Vehicle and Finance Leads of superior
quality and content since the beginning of the Internet Revolution. Our unique marketing platform promotes FREE
exposure for our Dealers, resulting in FREE leads every month! We look forward to speaking with you soon!
BZ Results is a digital marketing & consulting company currently working with 8 of the top 10 eCRM Dealers of the year. BZ offers CRM,
Web marketing, Search Engine & Email marketing, Websites, New & Pre-Owned, F&I, Service, Parts and specializes in BDC’s. BZ
set up the largest BDC in the world which sold 384 vehicles in one month. They also work with the #1 Pre-Owned eDealer, #1 Honda
eDealer, #1 Chevy eDealer and the #1 eDealer Group in the world.
The Cobalt Group and Dealix Corporation specialize in helping dealers and auto manufacturers maximize
every proÞt center by helping them: meet, sell to, and retain customers for repeat business in the most efÞcient
manner possible by providing a comprehensive suite of services, including the highest quality Internet sales
leads and marketing services, cutting edge technology, and the expertise of automotive industry veterans.
HomeNet, Inc. is a technology provider offering online vehicle inventory solutions to help automotive dealers
manage their vehicle inventory and increase online sales. HomeNet’s Inventory Online (IOL) system allows
control of the acquisition, editing and distribution of vehicle data. IOL interfaces with all major DMS and
broadcasts accurate vehicle inventory information and photos across the Web.
Impact Direct develops innovative sited sales and direct marketing campaigns that light up your phones, Þll up your showroom and
deliver vehicles. All with out taking a percentage of your gross proÞt.
InterActive Financial Marketing Group offers new and used car dealers lead generation, direct mail marketing,
CRM, advertising and Þnancing by leveraging it’s brands; Carloan.com, Autoloan.com, 1.800.CarLoan and
IFMG Direct.
J&L Marketing’s solid reputation as the industry leader for direct marketing campaigns is based on the strong relationships we form,
focused marketing, and the increased proÞts we provide for our dealers. We take great pride in our expertise to build the best campaigns
for your individual needs. This remarkable success that J&L provides for over a thousand dealers a year can be yours, too.
We provide a fully integrated web-based software solution for F&I, leasing, special Þnance, BDC, inventory
management and sales management reports. We also provide direct mail, Internet leads, credit hotlines
and website hosting.
TimeHighway.com is the premier, real-time, online service appointment scheduling solution. It will increase
customer satisfaction and retention, service department efÞciency and revenue, load balance service bays and
drive trafÞc to the dealer’s website. Are your customers returning to your dealership for scheduled maintenance?
If not, let us help!!!
Ultimate Warranty provides leading-edge service contracts and ancillary F&I products. More than 8,000 dealers
have recognized the advantages and have beneÞted from selling Ultimate Warranty products. Stop by the booth,
and Ultimate Warranty can show you how they are making a great thing even better in 2006.

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6. 8 eCRM Dealers of the Year:
How They Did It
PatrickLuck
12 The Major Obstacle to Buying BrianTracy
INSID Chevy/Toyota Dealer Finds Direct Mail Formula That Works
Percent, and Net ProÞt Doubles in Just One Year 14
Case Study: Market Share Increases From 8 to 20
Value or What’s In It For Me
If You Build It, They Will Come
13
18
19
GlennShepard
ScottJoseph
AnthonyHall
ChrisHanson
Phone Dynamics
20 MarkTewart
Cutting Edge Strategies Used by Leading Internet Dealers
22 DavidKain
How to Keep Opt-out Rates Low
24 BrianEpro
The Core Sources of Personal Trust
26 DougHall
Dealing With Dysfunctional Behavior in the Workplace
30 TomGegax
Manage Learning to Improve Dealer Technician Performance
32 JohnZonneveld
How to Decode What the Customer Really Means
36 DavidJacobson
Just Professional 38
High-performance Selling is More Than MichaelYork
How to Build Value in Your Presentation
40 SteveLevin
Avoiding a Warranty Audit
42
You Can Avoid a Warranty Audit by Making Necessary Changes
GreggTompkins
NADA 2006 Where Should I Sit
44 PattiWood
the Right Answer, Ask the Right Question 45
Setting Appointments: If You Want JeffMorrill
46
Stop by and see
Lessons Learned in a Year of Innovation SeanWolfington
us at the NADA
2006 Convention
at booth On-site Sales Events
48 The Power of Third-Party Credibility
JoshWeaver
#3816 Picture This
50 The Power of Photos for Simple Internet Marketing
EricHinkle
Zechariah 2:8
“For whoever touches you
3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 touches the apple of my eye.”
Toll Free: 877.818.6620 Facsimile: 502.588.3170
Patrick Luck, Editor & Publisher
• pluck01@autosuccess.biz
Courtney Paris,
Sales-improvement Strategist
Matthew 5:16
Susan Givens, Vice President
• chill-paris04@autosuccess.biz
“Let your light so shine before
• sgivens02@autosuccess.biz Brian Ankney,
Sales-improvement Strategist men, that they may see your
Jacki Monce, Executive Assistant • brian01@autosuccess.biz
• jmonce05@autosuccess.biz
Brian Balash,
good works, and glorify your
Thomas Williams, Creative Director Sales-improvement Strategist
• twilliams03@autosuccess.biz • bbalash06@autosuccess.biz Father which is in heaven.”
God Bless America
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
info@autosuccess.biz. Subscription rate is $75 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content, and page length. AutoSuccess
provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. Always confer with legal counsel before implementing changes in procedures.
© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess
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Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

7. MUST-SEE
COMPANIES
NADA 2006

8. fs feature solution
PatrickLuck
eCRM Dealers of the Year:
How They Did It
We dedicated last month’s issue to honoring Top 10 Mistakes in eCRM dominate the search engine with “free”
the Top 10 eCRM Dealers of the year. Our 1. Leadership fails to get involved, measure results, not just sponsored placement.
annual eCRM Dealers of the Year award is results and hold the team accountable.
unlike any other industry award in that we 8. Most dealer Web sites are no more than
look at dealers’ results. We look at volume 2. Dealers assume they only need a good an online brochure that is often not
of leads, sales and how well the dealers use Web site and CRM tool to get good updated and not very interactive.
eCommerce and CRM to promote all of their results, and you need a lot more.
profit centers: new, used, F and I, service, 9. Dealers have the right technology but
parts, etc. 3. Dealers fail to invest in the right strategy, lack the people, processes and pricing to
marketing, people, place, process and turn leads into profitable sales.
In this issue, we will show you how the technology.
top dealers accomplished their results. The 10. Dealers fail to track and measure
4. Dealers sign up with an eCRM vendor
eCRM Dealers of the Year sold 80 to 700 results.
that’s incapable of providing everything
additional units each month, while using their
they need to succeed.
eCRM strategy and vision to drive additional Avoid and correct these mistakes, and you’ll
revenue to all their profit centers. Success 5. Dealers fail to market and generate find yourself saving time and money while
like this is possible for all dealers who have enough traffic to their Web sites. improving results and sales. Our industry
the know-how and ability to implement has been scrambling to leverage technology,
it. In an effort to share best practices with 6. Dealers don’t leverage the power of e- and as a result, many dealers waste time and
our readers, we’re publishing the Top 10 mail marketing to drive traffic. money on a Web site and CRM tool that are
Mistakes as well as our conversations with tall on expense and distractions and short
this year’s award winners below. 7. Most dealers don’t know how to on results. To avoid the top 10 mistakes, fix
them at your dealership or build them out of
your strategy. We interviewed this year’s
award-winning dealers about each topic and
CONGRATULATIONS eCRM Dealers of the Year compiled their answers below.
Leadership Involvement
HerbChambers.com Top eCRM dealers tell us that having the
dealer and general manager heavily involved
RedMcCombs.com in initial planning, strategy sessions and
decision making is crucial. Continued
support and involvement determines the
DaveSmithMotors.com success or failure of any eCRM initiative.
The right vendor can provide automated
HouseofCourtesy.com reports that provide all the information
needed to hold the team accountable
— provided the leadership team acts on the
ParagonCars.com information.
CDodge.com Creating Success
The top eCRM dealers share the belief
Sheehy.com that a good Web site is important, but
won’t generate extra sales without a solid
marketing strategy, the right process to turn
DickHannah.com leads into appointments, the right people
to turn appointments into sales, a pricing
Schomp.com strategy to project a fair profit and a strategy
to hold it all together.
Tasca.com The Right eCRM Vendor
The top eCRM dealers have been exposed
8 AutoSuccess

9. to companies that promise the right strategy
and vision and even claim to offer marketing
tools and CRM technology that will generate
leads and sales.
However, what’s tough to discern is that
many of these companies actually outsource
a number of products and services. This can
leave the dealer to manage working with
two, three or five different companies when
originally they thought they were signing up
with just one. The products don’t integrate
as promised, processes are not seamless and
there’s a lack of accountability at the vendor
level. What can a dealer do when choosing
a vendor? Ask for references and lists of
clients and ask them about their satisfaction
“Customers love the virtual test drives and we use them to build value and
and results.
bring customers into the showroom.” Ray Velasquez
Generating TrafÞc
The top eCRM dealers have mastered the gathering e-mails from our parts, service and can target my campaigns, and our customers
art of search engine optimization and e-mail sales customers to fuel the e-mail database actually tell us how much they love our
marketing. As Roy Reutter of Sheehy.com for future digital marketing.” Many of the buzzmails because it’s like watching a mini-
tells us, “Search engine optimization top eCRM dealers told us that they are movie about the product. It’s unlike anything
combined with multi-media buzzmail using digital marketing to increase return on else out there, so it gets their attention.”
Ray Velasquez, of Schomp.com, offers
another best practice. “We’ve established
a database of e-mail addresses so that we
can send a mini-movie of a walk-around
presentation straight to the customer’s inbox
without requiring the customer to open an
attachment. We simply select from a suite
of multi-media e-mails that use the latest in
compressed animation to send a ‘virtual test
drive’ of the vehicle they’re interested in.”
People and Process
The top eCRM dealers agree that with the
“Our competition has to pay to appear near the top; we get there for free and right technology, you can handle more
customers find us first.” Brian Benstock leads with fewer people. Rad Weaver from
RedMcCombs.com explains, “Our CRM
campaigns has enabled us to increase traffic investment, drop cost per sale, boost traffic tool automates so many of our phone
and sales at a lower cost than ever.” and gain incremental sales. and e-mail processes that we can manage
thousands of additional leads without adding
When customers go online to look for E-mail Marketing staff. Without the automation, we’d be
a vehicle or a dealership, search engine Brian Benstock tells us, “We know that forced to build a BDC, hire a BDC staff and
optimization allows a dealer to ensure e-mail marketing is cost-effective because incur additional expense to follow up with
that their Web site appears ahead of the everything is measurable, including the each and every lead.”
competition. view rate and lead source. In just a couple
minutes we can reach hundreds or thousands Brian Benstock echoes the sentiment that
As Brian Benstock, of ParagonCars.com of customers with just a few clicks for less automation allows you to do more with
observes, “Some vendors will tell you that than the cost of a stamp.” less. “Automation makes it easier to follow
flash technology is incompatible with SEO, our process, allows us to handle more leads
and that’s just not true. Type ‘Manhattan Bob Tasca III, of Tasca.com, gives a with fewer people and allows our staff to
Honda’ into Google and you’ll see us on top. powerful example, “If Ford comes out with focus on what they do best: sell cars. It’s a
Our competition has to pay to appear near an Explorer incentive, I can send a buzzmail big part of why we’re selling an additional
the top; we get there for free.” to everyone who has been in an Explorer. I 200 cars a month. Today, we have more than
can select just our lease renewal customers 80,000 e-mail addresses, and if we were
Dick Hannah, of DickHannah.com, tells who are currently in an Explorer or even attempting to manage that database without
us, “We’ve had a lot of success with our e- customers who were in to service their automation, it would be overwhelming.”
mail marketing campaigns, so we focus on current Explorer. There’s no limit to how I continued on next page.
Feature Solution
9

10. continued
continued from page 9.
Hiring for Results is a daily and on-going process for our
Most of the top eCRM dealers tell us that dealerships. We’ve developed a friendly
they look for people who are passionate business development team, and when we
about customer service. Scott Gruwell need to bring on someone new, we look for
of HouseofCourtesy.com tells us, “They that friendly characteristic and an aptitude
don’t need to be superstar sales people or to successfully use the phone and e-mail for
www.ParagonCars.com
incredibly Internet savvy, but they have to follow-up.”
love the phone and love serving the customer.
Once we find the right people, I make it my Tracking and Measuring
mission to create an environment that they’ll The best part about the Web and CRM is
never want to leave, because we all know the that everything is measurable. Roy Reutter
cost of employee turnover.” says, “Our technology provider automates
the reports we need so it only takes a few
Bob Tasca III is also passionate about people. minutes a week to get a great snapshot of
“We have a recruiting, hiring and training how things are going, who is excelling and
process that we use whenever we’re hiring where the process needs fine-tuning. The
for any position in the dealership, and we most important numbers to track are: number
www.DickHannah.com
like to say that we hire out of inspiration, not of visitors to the Web site, conversion ratio,
desperation. That means that we’re always closing ratio, average gross profit and cost
on the lookout for energetic, talented people per sale by lead source.”
with a good work ethic and an eagerness to
learn. We find that the best new employees Again, congratulations!
are referrals from someone who already Congratulations to the Top 10 eCRM Dealers
works for the Tasca family of dealerships. and thank you for sharing your insight on
A new candidate doesn’t necessarily need what it takes to use the Web and CRM to
to have automotive experience because our sell more cars. If you have any questions
new-hire training program and on-going regarding any of the best practices discussed
www.Schomp.com
training are so extensive. We have a training in this article, please feel free to visit the
company that we bring in for two days every dealers’ Web sites or send an e-mail at the
month to help with our training needs.” address below.
Dick Hannah sums it up, “Even though the
Web and CRM have made an incredible
impact on the automotive industry, this still
Patrick Luck is the editor and publisher
is and always will be a people business, of AutoSuccess Magazine. He can be
so nothing is more important than quality contacted at 866.239.3698, or by e-mail at
people who are well trained. Training pluck01@autosuccess.biz.
www.Tasca.com
www.HerbChambers.com www.CDodge.com www.DaveSmithMotors.com
www.RedMcCombs.com www.HouseofCourtesy.com www.Sheehy.com
10 AutoSuccess

11. MUST-SEE
COMPANIES
NADA 2006

12. sts fos ls ms sf fis
BrianTracy
sales and training solution
The Major Obstacle to Buying
Two of the greatest rejection, then the biggest obstacle to buying him or her saying something like, “Let me
enemies of mankind is the fear of failure. The fear of failure is think it over.”
are — and always probably the greatest obstacle to success of
have been — fear all kinds in our society. The fear of failure Your job is to do everything possible to
and ignorance. Fear does more to hold people back and paralyze reduce or eliminate this fear of failure.
feeds on itself. It their decision-making abilities than any
holds us back and causes us to doubt our other factor. Now, here are two things you can do
own potential and possibilities. It leads us immediately to put these ideas into action.
to interpret events and circumstances in a The reason customers do not buy is because
negative way. It eats away at us silently, they are afraid of making a mistake, and they First, recognize and acknowledge that every
deep down inside, and keeps our feet on the are afraid of being stuck with the wrong customer starts with a fear of failure or of
brakes of our own hopes and aspirations. item. They are afraid of paying too much or making a mistake. Look for ways to reassure
finding it for sale at a lower price elsewhere. the customer that your product is a safe buy.
Ignorance is often the breeding ground They are afraid of being criticized for making
of fear. When you don’t know how to do a poor purchase decision, and they are afraid Second, overcome your own fear of rejection
something, you tend to be afraid of it. Much that if the product or service doesn’t work, by acting boldly in every sales situation.
failure and frustration is based in ignorance you or your company will not service it and Ask for what you want confidently and
and uncertainty. The better you become at they will be left hanging. They are afraid expectantly.
something, the less you fear it, until you that your product or service will not do the
reach the point at which you eventually have things you claim it will do and will not yield
such complete confidence in yourself that the benefits you tell them they will enjoy. Brian Tracy is the chairman and CEO
you have no fear at all. In short, when a customer considers your of Brian Tracy International. He can be
offering, he or she is often overwhelmed contacted at 866.300.9881, or by e-mail at
If the biggest obstacle to selling is the fear of with a wave of fears that ultimately leave btracy@autosuccess.biz.
V
Bo at isit
ot NA us
h DA
#4
00
0
Autobytel generates over
$25,000,000 in car sales
every week from search engines.
You want some?
Get your share of the billions of dollars in car sales Autobytel generates
for local dealerships nationwide. Search Marketing: Just one more
reason why Autobytel has the highest closing ratio.*
For more information please call: 1-800 -267-2015 or email: dealerinquiry@autobytel.com.
*Among all primary new independent online buying services according to one of the most respected third-party 2005 dealer studies. © 2006 Copyright Autobytel Inc. All rights reserved.
Car sales figure based on recent Autobytel search data, NADA data and third-party dealer study.
12

13. sts fos ls ms sf fis
GlennShepard
marketing solution
Chevy/Toyota Dealer Finds
Direct Mail Formula That Works
Targeted direct mail, mail campaign and sell a lot of cars in a short sales people and managers. Our management
e-mail and Internet period of time. and sales staff learn more on the showroom
marketing have than they do in the conference room, and they
Direct mail has replaced a lot of our
emerged as the most are able to pick up a lot of best practices by
newspaper advertising because we have been
effective way for our working alongside the experts that staff these
able to increase our traffic while spending a
dealership to advertise events.
lot less money, and the cost per sale is almost
for less cost and to measure everything we Glenn Shepard is the president of
half of what we used to spend.
spend. Shepard Motors in Rockland, ME. He can
One effective new marketing strategy we use One unique element of staffed marketing be contacted at 866.239.3846, or by
events is the opportunity for training for our e-mail at gshepard@autosuccess.biz.
is an advanced direct-marketing campaign, an
event that is staffed by an automotive training
company. It generates 30 to 50 extra sales and
$120,000 to $175,000 in gross profit over a
three- to four-day period.
O
N D 30 0
We are committed to master direct marketing.
It has increased our sales and profits by A
L #1
spending less to target more customers.
OROOTH
Below is a list of the marketing campaigns
IN B
and events we conduct: S 06
U 20
E
• We use emerging technology and online
SE ADA
databases to generate targeted lists of N
prospects that have in-market status and are
ready to buy.
• We send high-end mailers that are designed
to have the customer go to a Web site or call
to register for the event.
• The customer calls are handled by the
marketing company’s call center with
employees that are well trained to schedule
appointments that show. This gives us a full
appointment list before the event begins,
which helps us manage the traffic flow more
effectively.
track more > bring back more > close more
• The marketing company staffs the event
with valet parking, greeters, extra sales staff to
handle the extra traffic, extra sales managers Our CRM System provides TOTAL Sales & Service marketing
and even back-up F&I managers. Multiple-quote & real-time desking tool
• We execute an event-specific sales process
on which we are trained, and we typically sell Outgoing & incoming phone tracking and verification
10 to 30 extra cars a day at an average gross Ongoing training in your dealership included
profit of $2,500 to $3,500 per vehicle.
• The company stays after the event to help get
all of the deals ready for funding by the lender
and to clean up loose ends after the sale. Platinum Sponsor
™
These new events are staffed by professional
marketing companies that bring everything a
dealership needs to get the results it wants.
We knew direct mail worked but we were not Contact us today for a FREE consultation
having the success that a dealer from our 20 and demonstration—you have to see it
group was having. So we started doing what to believe it!
he was doing. By the third day of the event,
we had sold more than 41 units for more 888-695-4278
than $147,680 in gross profit. In addition, the
campaign drove a lot of traffic to our Web site, www.highergear.com
and we continued to deliver vehicles weeks
after the event. The best part is that after the SHOWROOM • CUSTOMER RELATIONSHIP • LEAD MANAGEMENT SYSTEM
event we did not have the customer concerns
that we normally have when we do a direct-
february 2006
13

14. sts fos ls ms sf fis
ScottJoseph
marketing solution
Case Study: Market Share Increases From 8 to 20
Percent, and Net ProÞt Doubles in Just One Year
The following is plan to buy a vehicle within six months and gross average and increasing how often
a case study of a Johnson City Honda previous customers. people buy. If this could be accomplished,
successful growth then according to the store’s current
strategy application Date: numbers, they would accomplish what they
that illustrates the best July 2004, ongoing really wanted, which was their goal of a 30
practice principles percent increase to their gross profit.
mentioned in January’s article. Johnson City Honda, like most auto dealers,
faced many difficulties: finding good Johnson City Honda allocated 50 percent
Program Objectives: people, flat or limited growth and customer of its ad budget toward this direct-response
• Increase active customer base by 10 defections. Almost in spite of itself, Johnson growth strategy. Their marketing partner
percent City Honda had built a profitable business quickly set up a variable data print
• Increase gross per transaction by 10 solely off of the Honda brand. It had built campaign management system. Database
percent a customer base of more than 12,000 merging combined information from
• Increase the purchase frequency by people. Its satisfaction scores were good several databases. All data was cleaned for
10 percent and, according to its management team, it duplications and misspellings. Data mining
appeared to have a steady stream of repeat processes were put into place to discover
SigniÞcant Results Reported by buyers. hidden opportunities and to be able to
Dealership: properly segment customers. Specialized
• From July 2004 through December There was nothing that closely resembled design services created document layouts
2004, profitability increased five a strategy or game plan to grow business. for all variable data. Resource management
was essential for storing, tracking, updating
times over the previous six months. Once a customer was sold, the dealership
and managing a customer’s database assets.
• 2005 year-end profitability has never solicited that person again, with the
Response monitoring tracks and analyzes
doubled over 2004’s year end. exception of Christmas and birthday cards
feedback to all campaigns.
• Market share increased from 8 to 20 or an occasional service reminder. Almost
percent. all their advertising was institutional rather
The result was a mix of highly creative,
• CSI scores are consistently above than direct-response. customized direct-mail pieces and e-mail
zone and national numbers. campaigns. Sales and service mail pieces
• Achieved 250 percent above the 2005 Thoroughly analyzing their previous include weekly prospecting letters, high-
certified used-car projection. customer database revealed several impact sales promotions, personalized Web
• 2005 customer pay labor is up 32 troubling areas. Yes, the dealership had sites that are customized to each potential
percent. accumulated more than 12,000 customers buyer, e-mail confirmations and follow-up
but 68 percent had not bought another car mail letters. All of these can be completely
Dealership: from the dealership in three years. Even customized with text and variable images.
Johnson City Honda more troubling was that 92 percent of those Depending on the data on each individual,
www.johnsoncityhonda.com inactive customers did not visit the service all letter content is customized according
department within the last 12 months. This to each individual’s buying habits and
Johnson City Honda is located in Johnson store, regardless of its satisfaction scores, interests. For instance, if a customer
City, Tenn. The store has an experienced had a defection problem. leases, then the letters emphasize lease
Honda general manager who has an offers. If the customer has a history of
exceptional track record for satisfying Johnson City Honda did keep good records buying used cars, then the letter highlights
customers, developing strong sales teams of its customers by distinguishing if the used-vehicle offers.
and in fixed operations. The location is well- customer purchased, leased, bought new
known and easily accessible. or bought used. Term-end dates, monthly Johnson City Honda is pleased with the
payments, customer birthdays, last repair results of its efforts. “To grow the dealership
Hardware: order dates and mileage were recorded. at the rate we wanted, our advertising dollars
Depending on the advertisement, high- needed to produce more opportunities for
speed Heidelberg digimaster 9110 or Johnson City Honda’s management our sales staff and improve the quality
Kodak NexPress 2100 digital production explained that traffic was its number one of our traffic,” said Joe Trujillo, general
color press. challenge to growing sales and profit. They manager and ownership partner of Johnson
wanted an advertising strategy that was cost- City Honda. “Our first 18 months have been
Finishing: effective and would grow their gross profit outstanding. Our profit doubled from 2004 to
Varies depending on the advertisement, more than 30 percent. 2005, and our market share has grown from
folding, sealing and inserting equipment that 8 to 20 percent.”
is used for various products. Thier marketing partner created a growth Scott Joseph is the president of J&L
strategy focused on growing the following Marketing Inc. He can be contacted at
Target Audience: objectives by 10 percent: increasing their 866.429.6846, or by e-mail at
Prospects interested in Honda vehicles that active customer database, increasing their sjoseph@autosuccess.biz.
14

15. MUST-SEE
COMPANIES
NADA 2006

16. WESTERN US
The Dealix Dealer Newsletter
The Leading Resource for Online Automotive Sales
Larry Moreci, Internet Sales Manager
Honda of Stevens Creek
SAN JOSE, CA
STEVE GAINES
Steve Gaines, Owner;
Vince Vahsholtz, Internet Manager
Bell Road Automall
PHOENIX, AZ
We Salute VINCE VAHSHOLTZ
Steve Pangelina, Internet /Fleet Manager
the Top Santa Cruz Nissan Dodge VW
SANTA CRUZ, CA
Internet Sales Vic Simonian, Internet Sales Manager
Professionals STEVE PANGELINA
Scott Robinson Honda
TORRANCE, CA
of 2005 Mike Lavezzi, Internet Director
Pacific Honda
SAN DIEGO, CA
MIKE LAVEZZI
Mark Ray, Internet Sales Manager
Future Nissan
To learn more about these ROSEVILLE, CA
dealers’ winning strategies,
visit www.dealix.com or Tom MacMillin, Internet Consultant
Shack Findlay Honda
call 800. 717. 8079. MARK RAY HENDERSON, NV
Aimee O’brien, Internet Sales
Weston Kia
GRESHAM, OR
Drive Success. AIMEE O’BRIEN
Jason Volkert, Internet Sales Manager
Hyundai of Everett
EVERETT, WA
DJ Dougherty, Internet Sales Manager
Peninsula Subaru
MUST-SEE DJ DOUGHERTY BREMERTON, WA
COMPANIES
NADA 2006
C O R P O R AT I O N
A Division of The Cobalt Group, Inc.

17. CENTRAL US EASTERN US
Gary Clark, Internet Sales; Tony Bell, Internet Director
Gary Deetz, Internet Sales O'Brien Team Hyundai
Heuberger Motors FORT MYERS, FL
GARY CLARK COLORADO SPRINGS, CO TONY BELL
Jennifer Picheco, Director of E-Commerce
Gilbert Chavez, Internet Director Germain Motor Group
Phil Long Motor Group NAPLES, FL
COLORADO SPRINGS, CO
GARY DEETZ Harry Kim, Internet Director JENNIFER PICHECO Michael Waldrop, Director of Marketing
Muller Honda Coggin Honda of St. Augustine
ST. AUGUSTINE, FL
HIGHLAND PARK, IL
Craig Criswell, Internet Director Don Graff, Director of E-Commerce
Burt’s Automotive Network Flemington Ford Lincoln Mercury Nissan
ENGLEWOOD, CO FLEMINGTON, NJ
GILBERT CHAVEZ GUIDO DAVILA
Internet Sales Team Guido Davila, Internet Manager
Gartner Buick Hyundai Saab King Hyundai
AURORA, IL
DEERFIELD BEACH, FL
Brad Hull, Internet Sales Manager
HARRY KIM Rosen Honda MIKE ZAVELL Michael Britt, Internet Sales
GURNEE, IL
Honda of Nanuet
NANUET, NY
Gregg Elmore, Internet Sales–Toyota
Toyota of Naperville Mike Zavell, Internet Sales Manager
NAPERVILLE, IL Gunther Volkswagen of Coconut Creek
POMPANO BEACH, FL
DIANNE LAZAR NIKKI BURNS
Dianne Lazar, Internet Sales Manager
Family Hyundai Nikki Burns, Internet Sales Manager
TINLEY PARK, IL
Toyota of Wilmington
WILMINGTON, NC
Howard Bass, Internet Manager;
Jeff Bogle, Internet Manager;
HOWARD BASS Thomas Scott, Internet Manager RON DAVENPORT Ron Davenport, Internet Sales Manager;
North Freeway Hyundai Mark Lenny, Internet Sales Manager
HOUSTON, TX
Keenan Honda
DOYLESTOWN, PA
Don Boyle, General Sales Manager;
Ron Wilkin, New Car Sales Rusty Strange, Internet Manager
Honda Cars of McKinney Beaman Pontiac GMC
JEFF BOGLE McKINNEY, TX RUSTY STRANGE NASHVILLE, TN

18. sts fos ls ms sf fis
AnthonyHall
sales and training solution
Value or What’s In It for Me
The more a customer must understand and know your product as Most important, get all parties involved.
understands what’s in well as your competitors. The customer must physically participate
it for him or her the with you during the presentation of the
more he or she will be Your dealership has many resources that will vehicle. Use his or her senses to build more
willing to spend on a provide you with the needed information, emotions and desire. The customer must
vehicle. such as source books, factory videos, DVDs, touch, listen, feel and smell the new car.
etc. Other good sources are automotive The sale of an automobile is a magical and
Value is established during the presentation magazines such as “Road & Track,” “Car and emotional experience, not analytical. Sell to
phase of the sale. It is the longest, most Driver” and “AutoWeek.” These are excellent the customer’s emotions. Remember to use
important step in the entire sales process. resources from which to gather information your customers’ names and the names of their
You should slow down, sell the value, sell the about you and your competitor’s products. children while presenting the vehicle. Paint
technology, sell the safety, sell the styling and You can also look for and listen to automotive mental pictures and put the customer in it.
sell the excitement. T.V. and radio commercials. The words and
pictures used to describe features and benefits Steps of the walk-around
Value is a measurement of benefits. People can also be used in your presentations. 1. Front of the car
accept price, and they buy value based on 2. Under the hood of the car
the amount of benefits the vehicle provides Next, find out the hot buttons and motives 3. Driver’s side
them. The perception of value is based on of the customer, because you can start to 4. Back of the vehicle
the knowledge of the benefits provided by the formulate the best way to present your vehicle 5. Passenger’s side
sales person. As value increases, the budget based on the customer’s needs and desires. 6. Inside the vehicle
of the customer increases. When value is Customize every presentation directed at
Use the same technology vocabulary the
lower than price, the customer feels he or what is important to each customer.
manufacturer uses in brochures, videos and
she is not getting a good deal. When value
other literature. They are not plastic headlamp
meets price, they feel the deal is OK, but The six-point walk-around should tell
covers, they are high-impact Lexan. The
when value exceeds price, they feel like it’s an organized, complete story that covers
vehicle has air-cooled, ventilated disk brake
a bargain. But before you can sell value, you all needs and benefits of your customer.
rotors, aluminum alloys, thermal composite
intake manifold, sheet molded composite,
high-strength forged steel, sequential
RAISE YOUR CUSTOMER’S electronic fuel injection, etc.
CREDIT SCORES!!! Get excited about the vehicle with the
customer. Enthusiasm creates positive
*50 to 150 Points emotions during the presentation. Show
Increase your profit potential by directly affecting your customers excitement in your voice, and be animated. If
credit score before submitting your deal!!! you don’t believe in what you’re doing, why
! Specialized Bankruptcy Letter
should someone else?
(10 to 20% Response Ratio) SERIOUSLY!
Bureau Update Training Know all about your vehicle and your
(All Three Bureaus Thru One Source) competitor’s vehicles. Only use four or five
Phone Support
(How to Get The Appointment! Scripts Provided)
features that directly relate to your customer’s
hot buttons at each of the six points of the walk-
! Special Finance Training around. We must have complete knowledge
(From The Ground Up)
Lender Recommendations and information of the customer, our vehicle
(Get The Aggressive Lenders) and our competitors. Professionals learn and
Sales Training practice this and achieve profitable results.
(How To Ask For The Gross And Get It)
Inventory management
(What Cars To Buy For Max Profit) People will pay more for technology if they
understand how it benefits them. Customers
! Special Finance Leads
800 Vanity Numbers (1-888-Get-A-Car and Others) buy safety, performance, economy, durability
Internet Vanity Websites (www.getacar.com) and utility. Vehicles offer more today for less
Low Cost TV Production (Production And Time Buy Assistance) money than ever, but we tell less about the
Low Cost Infomercials that work! (Customized)
benefits of the vehicles. What is wrong with
Turn more of your advertising dollars into gross producing customers.
this picture?
30 years combined experience in special finance,
a vertising and credit bureau updating.
Present the vehicle like a professional, and get
s is the REAL DEAL!!! paid like a professional.
Call now and see dramatic results within 30 days!!!
X FACTORS, Inc. 1.800.790.1212 Anthony Hall is a training consultant
Call for scheduling at Ziegler Supersystems. He can be
(Scheduling limited to one dealer per market).
*credit scores may vary contacted at 800.610.9047, or by e-mail at
ahall@autosuccess.biz.
18

19. sts fos ls ms sf fis
ChrisHanson
sales and training solution
If You Build
It, They Will Come
If you’re tired of your customers?” I think she said that when
your J.O.B. (just over a customer who had bought 15 vehicles in
broke) or you’re new the last 5 years from me gave me a deer rifle.
in the business and Or maybe she said it because every year
you want to build a when one of my customers comes back from
career, I am here to tell you, if you build it, Lake Michigan, he brings me a bunch of
they will come. vacuumed-packed salmon filets. I know she
said it one winter when it was 30 below and
In order to really succeed in this business my customer took delivery of his new car
as a sales person your goal is not to just sell and then drove to my place to help me un-
cars. Your goal isn’t even to just follow-up thaw my pipes after he had heard that they
with your customers. To really succeed in froze. I can give you story after story about
this business, you must create raving fans. my raving fans.
Have you read the book, “Raving Fans: I created a customer base that not only
Satisfied Customers Are Not Enough,” by showed their loyalty by purchasing all their
Sheldon Bowles and Ken Blanchard? In vehicles from me but sent their friends and
Canada in the 1970s when gas stations went relatives in to purchase from me as well;
to self-service, he went with full-service, and, more important, they respected me as
right over the top. When you pulled into his a sales person, considered me a friend and
gas station, someone started pumping gas, truly cared about me, my family and our
someone looked under your hood, another well-being.
person served you coffee and handed you
a newspaper to read while they vacuumed When you make a new contact, make sure
out your car. He blew away the competition that everything you do is over the top. When
because he created raving fans, customers you gain a customer, you need to do the
that told everyone else about his gas station. same. They are yours to lose.
You see, once they experienced his service,
everything else was second-rate. Don’t sell yourself short. Your customers do
not want to shop around for vehicles. Throw
You can create raving fans and blow away yourself out there and lay it on the line. I’m
your competition. If you build a follow- not talking about giving lots of free stuff
up process like no other, really wow your away. I’m talking about a process, specific
customers, everyone else will be second-rate. things you do all through your sold and
unsold process.
In eight years of selling cars, I created
raving fans. Do you know how I broke all If you have been selling cars for a while and
the sales records at the dealership I worked you want to create a customer base so strong
at and became noticed by DaimlerChrysler? that no one can take it away from you, if
I created raving fans. I had specific things I you want to create raving fans but you don’t
did throughout my whole follow-up process. know where to start, please e-mail me and
Customers that would never think of going let’s get you started. I have a system that
anywhere else. If they did, the competition you can put into place to get you on the right
would make me look even better. Once they track. Don’t just sell cars and follow-up,
had dealt with me, whether they purchased create raving fans.
a vehicle or not, everyone else was second-
rate. Most sales people do not do a good job,
so when you take things to the next level
— over the top — you create raving fans.
Chris Hanson is the president of Follow
Up for Success, Inc. He can be contacted
My wife always gave me a hard time about at 800.901.2862, or by e-mail at
it. She would say, “What is it that you do for chanson@autosuccess.biz.
february 2006
19

20. sts fos ls ms sf fis
MarkTewart
sales and training solution
Phone Dynamics
To increase sales When you’re not scheduled on the floor, most effective forms of communicating, they
and profits, spend make some calls, and mystery-shop other need to be able to see you in their mind’s
time preparing and dealerships in the surrounding area and eyes. When you stand up, you will gesture
monitoring the phone listen to your competitors. What you’ll hear more, use more voice inflection and voice
opportunities as you in those phone calls is so poor, that you will tone and be a much better communicator
would walk-in traffic. be shocked. Shocked not only by what you than if you sit.
A typical dealership has as many phone sales hear, but also by the fact that you may be just
opportunities as it has walk-in traffic. as poor in your phone skills. 3. Smile before you dial or pick up the
phone. Allow the customer to hear and
An effective system has the following: There are basically eight different types of see you through the phone. Give them the
• Training for the receptionist incoming calls: excitement that will allow you to stand apart
• Training for the sales people and • Information from other sales people. Who do you think
management • Finance they will choose to see?
• A uniform and cohesive way to handle • Lease
incoming phone opportunities • Trade 4. Think like a customer. Share an attitude of
• A log that treats phone opportunities as • Bad credit servitude with your customer. The origin of
serious as walk-ins • Advertisement the word sell is to serve.
• A phone prompt card or other device • Price
that gives direction to the sales person • Best price 5. Ninety percent of sales opportunities
during an incoming phone call are lost in the first 10 seconds because the
• A management review system of all Find a partner and role play each one of sales person has not created a direction for
incoming phone opportunities the eight types of incoming calls. Do a the call by immediately asking questions.
• A formal call-back system typical sales call involving any of the eight Ask questions about the vehicle he or she
types of phone calls as you would normally is buying and about the vehicle he or she
handle. Personally mystery-shop your own is driving now. Use the answers you get
dealership and listen to what the receptionist, to create dialogue and rapport with the
Sell More Cars
other sales people and managers are saying customer.
and doing.
6. Get the customer’s number, name and set
With CarTube
The Internet has increased phone an appointment. Do these next three things
opportunities. Effective Internet sales people and you will accomplish what the majority
know that to increase sales from the Internet of sales people never do. Ask the customer if
Includes free software to create ßyers you must move the customer from the he or she is calling from home or work and
Internet and e-mail to the phone and then an get that number. Ask the customer to spell his
Attaches easily to your entire inventory appointment. or her first and last name. Ask the customer
Great for after-hours shoppers if he or she will be available to come in and
Here are some simple phone tips that look at the vehicle and get some figures this
Quality weather resistant construction can increase your phone effectiveness afternoon or evening. Give the customer an
immediately. assumptive, alternative choice.
This silent salesperson works 24/7
1. Respect the phone customer. The first The opportunity exists for you to increase
step to increasing your phone effectiveness your sales immediately through better phone
is to decide to treat your phone opportunities techniques. E-mail me at the address below
with the same respect as your walk-in with the word phone in the subject line and
opportunities. Phone customers tend to be I will send you five ways to handle the
even better prospects. When someone has question of best price over the phone.
had dialogue with you and begins a sales
process that creates trust, your chances
of closing the sale and making a higher
commission go up.
for 2. Stand up while taking or making a phone
Call ree
a F ple! call, because you increase your ability to
Sam
1.866.973.9490
breathe and to use your legs and upper body Mark Tewart is the president of Tewart
to create body language. Why does body Enterprises. He can be contacted
www.cartube.com language matter if they can’t see you? When
people can’t see you and they lose one of the
at 866.429.6844, or by e-mail at
mtewart@autosuccess.biz.
20

21. Take our customers...
Please!
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She completed an extensive application, pre-qualified
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Each month, we approve hundreds of qualified, ready-
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To choose your spot on our Preferred Dealer Network
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22. sts fos ls ms sf fis
DavidKain
marketing solution
Cutting Edge Strategies Used
by Leading Internet Dealers
There are lots of new use algorithms to predict the average time it an electronic newsletter is an effective tool
processes, tools and takes to get a live answer and the average to communicate long-term. I have seen this
technologies that can length of typical phone conversations. This tool used by a number of leading Internet
help enhance your technology allows call specialists to go right dealers to build their brands in a casual and
sales and profit results. from good-bye to hello. Predictive dialers entertaining format. The e-newsletter that
Here are a few that increase the number of calls that your staff works best is the kind that allows you to
could help at your dealership. can make and the number of times you create links to sales and service specials and
connect with a live prospect. It is common then allows customers to submit requests
Call until you connect for productivity to double or triple when you for more information just like they submit
Without question, the most effective strategy switch to a predictive dialer. leads on your Web site. In addition, some
in your quest to set appointments with your e-newsletters provide reporting tools that
prospects is to “call until you connect.” As Voicemail and answering machine search capture the e-mail addresses of the readers
simple as it sounds, this strategy is the best technologies and track their clicks on the newsletter,
method of all the strategies in connecting This unique technology allows you to which makes it easy to follow up if they
with your prospects. pre-record prospect-specific messages and showed interest in a specific vehicle or
then enables you to deliver this phone call special.
Predictive dialers to tens of thousands of your customers
Some dealerships employ a tool called a instantly. The companies that offer this Postcards and handwritten notes
predictive dialer to increase productivity service employ Internet and advanced Some leading Internet dealers are using
in their business development centers or telephone technologies to save the costs some old-fashioned communication
Internet call centers. Predictive dialers use and frustrations that can occur in making approaches to connect with their customers
more telephone lines per call center staff the same number of calls in person. I like — pen and paper. When you open your
and are used to initiate phone calls while this idea because the message can be more mailbox you typically read items with actual
call specialists are talking to prospects. They consistent and be really convincing to the handwriting while tossing items that are
prospects that are touched by the dealership. computer-generated or computer labeled.
When I was a floor sales person I got the
Video e-mails best response from handwritten cards that
A great new method to ‘wow’ your took just a couple of minutes to compose
showroom and Internet prospects is to and mail. With desktop printing capabilities
communicate using video e-mails. This some dealerships are sending out notes and
technology allows your dealership to create postcards with pictures of the vehicle the
a video using an inexpensive Web camera customer requested along with a picture of
attached to a computer. The best way to use it themselves. It’s not really cutting edge but it
is to make the message personal just like you has a big effect for little effort.
would a personally typed e-mail. A dealer
friend of mine sends about 2,000 video Two-way pagers
e-mails each month with an opening rate Some leading dealers use a wireless
by their recipients of 38 percent. The best device that notifies them when a lead is
part is that the dealership is sent an e-mail submitted, and they respond immediately.
when the message is viewed so it can follow An eCommerce director for a leading auto
up by e-mail or phone nearly immediately group told me that the dealership’s close rate
with an additional message. This real-time increased by 20 percent if they were able to
communication method really differentiates respond within 15 minutes.
a dealership from its competition.
There are many more strategies at work
Two-week press that can assist you in reaching your goals
The two-week press process uses a and I will review them from time to time
combination of communication techniques, so you can stay on the cutting edge. Keep
e-mail and telephone messages to motivate experimenting and trying new things. You‚ll
an Internet customer to respond. This get a few cuts, but being on the edge tends to
intensive technique works, and if you decide deliver the best results.
you would like to implement it, e-mail me
and I will send it to you.
David Kain is the automotive Internet
training specialist at Kain Automotive Inc.
E-newsletters He can be contacted at 800.385.0095, or
A sales pitch is not always appreciated by by e-mail at dkain@autosuccess.biz, or
your prospects and customers, which is why visit www.kainautomotive.com.
22

23. Why limit your
profit improvement
to just F&I?
There are many pieces to the profit puzzle.
Some companies focus on just one,
and that’s not good for your bottom line—
or your customers.
At Resource Automotive, our 40 year
heritage has taught us that long-term profitability comes from
a balanced strategy of driving revenues through process
improvement in all departments, not just one.
Each of our products and services embeds innovative technology
See us at NADA booth #2600
as well as adherence to regulatory and compliance requirements
within the automotive industry. Additionally, all of our tools are
tailored to fit your specific sales, service and customer satisfaction
objectives.
For immediate impact—throughout your organization—call www.resourceautomotive.com
(866) 662-7356
us today.