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
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4. THANKS! To all of you
who stopped
by to see
this year’s
UST-SEE COMPANI
NADA 2006
O R L A N D O F L O R I D A
5. Take our customers...
Please!
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8. sts fos ls ms sf fis
sales and training solution
Making
In his book, “Frames social needs that we all have: inclusion,
of Mind,” Dr. Howard control and affection.
Gardner made
the revolutionary The first, inclusion, is the need to feel that
statement that people we belong, that we are included in families,
possess several forms work groups, social groups, business
of intelligence. He concluded that we are organizations and professional associations.
all intelligent in a variety of different ways, We need to feel wanted, accepted and
and even if we didn’t receive great grades in important.
school, we can still be intelligent in other
areas. Two of these areas are intra-personal The second social need we have is the desire
intelligence and inter-personal intelligence. for control. Psychologists have concluded
that the basis for a positive mental attitude
Intra-personal intelligence is defined as how is a sense of control. We are happy to the
well you get along with yourself. If this is degree to which we feel we have a certain
how well you know yourself, understand amount of control over our lives. We are
yourself, and are clear about your strengths unhappy to the degree to which we feel out
and weaknesses, values, opinions, goals and of control. Most stress is caused by being out
dreams. People with high levels of intra- of control of some part of our lives that is
personal intelligence are extremely aware important to us.
of who they are and who they are not. This
enables them to be honest and objective with The third social need we all have is the
themselves and, as a result, they are more desire for affection. It is hard to live without
honest and objective with others. the knowledge that someone cares about
us. Sometimes, just knowing that even one
Inter-personal intelligence is the foundation person somewhere cares about us is enough
upon which another intelligence, inter- to give meaning to our entire lives.
personal intelligence, is built. Inter-personal
intelligence is an ability to communicate, In publishing circles, there is an expression:
negotiate, interact, persuade and influence a work in progress. This is a book that has
other people. People who are successful in all been scheduled for publication but which is
businesses requiring active interaction with not yet complete; the author is still working
other people such as sales people, managers, on it at one stage or another. Each of us is
counselors, consultants and lawyers, all have a work in progress. Each of us is born and
a high degree of inter-personal intelligence. grows up immature and inexperienced in
You can increase your intelligence in any the ways of the world. Over time, and with
area by learning and practicing in that area. a lot of hard knocks, we develop a greater
And perhaps the most important intelligence depth of character and personality. And all
you can consciously and purposefully of our lessons are learned in the crucible of
develop is your inter-personal intelligence. human contact.
That’s because forming and maintaining
relationships is vital to both your There are certain parts of your personality
professional success and your self-image that will remain completely untouched and
- your intra-personal intelligence. undeveloped unless and until you enter
into deep, meaningful, intimate, emotional
Our personalities are largely shaped by the relationships with people you love and
way people react to us. Our only indication who love you in return. It is only then that
as to who we are at a young age is the you develop the depth of personality that
way people treat us. If people treat us with makes you a more interesting and complete
kindness, respect and good humor, we individual.
eventually conclude that we are pretty good
people who deserve kindness, respect and On the wall of my fist karate dojo was a sign
proper treatment. that said, “The ultimate aim of karate lies not
in victory or defeat, but in the perfection of
Psychologists have identified three basic the character of its participants.” I think that
8 www.autosuccessonline.com
9. BrianTracy
Strong Connections
is the ultimate aim of life as well. And it is The fifth principle is caring. The greatest
hardly possible for you to become everything gift that you can give to others is the gift
you are capable of becoming without the of unconditional love and acceptance. The
lessons that come through relationships with kindest thing you can do is to refrain from
people for whom you care deeply and who, criticizing, condemning or complaining to
in turn, care deeply for you. them or about them. Think of yourself as a
people-builder rather than a people-basher.
Relationships can be extremely complicated, Catch them doing something right. Always MUST-SEE
but to build and maintain quality relationships look for ways to make people feel more COMPANIES
NADA 2006
requires only a few basic principles. Let me valuable, more respected and more loved.
give you seven. The three most powerful words in any
relationship are, “I love you.” Repeat them
The first is the principle of trust. All as often as possible and in as many different
relationships are ultimately based on trust. ways as possible to the most important
To build trust, you always keep your word. people in your life.
You remain consistent and dependable in
everything you say and do. You become the The sixth principle is a combination of
kind of person who is utterly reliable in every praise and appreciation for everything that
situation. You never do or say anything that others do for you, large and small. When
can shake this fundamental foundation of you express your appreciation to another
trust upon which your relationships are built. person for something they do for you, they
feel better about themselves and want to do
The second principle is respect. Taking more of it. And there is a kickback effect
time to deliberately express your respect that causes your own self-esteem to go up,
for the uniqueness of an individual makes exactly as if you had been praised.
him or her feel very valuable and important.
By demonstrating that kind of respect, The seventh principle is helpfulness,
you build and enhance the quality of your especially for those people with whom you
relationship. live. Your constant willingness to step in
and do little things to alleviate the burdens
The third principle for success in relationships felt by your spouse and children is always
is communication. In communicating well appreciated and respected. This willingness
with another person, time is the critical to share, to contribute, to help each other is
factor. The value of a relationship can an important facet of lasting relationships.
increase for both you and the other person
depending on the amount of time you invest. Perhaps the most important thing you ever
When you take the time to focus on the do in life is build and maintain long-term,
important issues of a relationship, you open happy, healthy, fulfilling relationships with
the channels of communication. And when other people you love and who love you.
you listen attentively, calmly, quietly and When you make everything else secondary
with total attention, you demonstrate the to this central purpose, you will find
respect you have for the other person and yourself enjoying happiness and rewards
deepen the level of trust between you. in exponential proportion to the efforts you
put in.
The fourth principle is courtesy. When you
say “please” and “thank you” on a regular
basis to the people in your life, you make
them feel better about themselves and about
what they are doing. You raise their self-
esteem. And unfortunately, it is often with
the people we care about most that we are
the least courteous and polite. Emmet Fox Brian Tracy is the chairman and CEO
once wrote, “If you must be rude, be rude to of Brian Tracy International. He can be
strangers. But save your company manners contacted at 866.300.9881, or by e-mail at
for your family.” btracy@autosuccessonline.com.
march 2006
9
10. sts fos ls ms sf fis
DavidKain
marketing solution
Search Engine Optimization and
Search Engine Marketing
Dealers recognize to the consumers’ typed-in search criteria enough for a novice to navigate. Where it got
that leads generated then rank it in a manner that should meet complicated was in my selection of words
from their own Web the consumer’s expectations. That is the and phrases. I tried to think like my customers
site close easier and intent, at any rate, and it is the most critical and guess what they would type in if they
cost less than what is element of search because the search engine were considering my services. Logical terms
available from third- companies know consumers will keep using like Internet sales training were easy enough
party lead providers. For years, dealerships the search engine as long as it is a tool that but when you consider what other terms
have been trying to drive traffic to their sites meets their needs. This is why Google, Yahoo people may type it becomes quite daunting.
by a variety of means — promoting their and MSN are so vigilant in making sure they Just using Internet sales training I came
Web address on business cards, stationery, guard against fraudulent practices designed up with about 50 different phrases when I
television, radio, newspaper, billboards, to cheat the system. When the search returns factored in typos (Internet Seals Training)
direct mail, T-shirts, park benches, soda irrelevant information there is a high risk that and locations (Northeast) and brands (Audi)
machines — you name it. None of these the consumer will reject search engines and and descriptive terms (Quality). While at the
methods were able to generate the kind seek data through other means. NADA conference, I visited several SEM
of Web site traffic volume necessary to vendors and found that part of their primary
crank out a meaningful number of vehicle SEO Basics offering was generating relevant search terms
leads. The effort was well-intentioned but Being a fiscally conservative business person in multiple combinations to match your Web
expensive with a low return on investment. the first thing I wanted to know was what site to the phrases a search user would
Dealers found that spending the same money could be accomplished without having to potentially type.
to purchase leads from lead providers was a spend any money. Surprisingly, I found out
better deal and gave them certainty that they there were quite a few ways to improve my SEM budget considerations
would actually get leads. organic or natural listing just by making a Something I learned quickly was that some
few simple adjustments. terms will quickly use up your budget so
With online consumers increasingly using you will want to plan for this carefully. For
search engines to research nearly everything, Listed below are a few keys to optimizing example — Ford trucks would be a great
an opportunity was born to refocus efforts to your Web site for search: phrase to be associated with but because it
build large volumes of dealership Web site is typed in so many times each day it would
traffic. This inexpensive method to drive • Page titles — make sure the text in consume your daily budget early in the day. A
Web site traffic is being quickly embraced by the title matches the text on the page. better term would be a localized search term
leading Internet dealers. What is nice about In your browser at the top you can see like “Ford Trucks in Lexington, Kentucky.”
SEO and SEM is you can do it yourself or the page title, and mine used to say You will likely find buyers closer to your
you can hire someone to handle it for you. KainAutomotive.com Home and now it home who will feel comfortable clicking on
Many Internet directors use the do-it-yourself says what services I offer, which makes your link.
method and have achieved excellent results, it easier for the search engine to find.
which means their cost-per-lead is lower, and • Alternate text on pictures — Web- My advice to you
they are achieving high close rates on their building software allows you to enter At the very least get your Web site builder to
Web site generated leads. Dealers who don’t text to describe a picture on your site optimize your site as soon as possible so your
have the staff or experience to do it in-house, and the more they describe what you dealership shows up in the organic search,
have several options available to them. In the offer the better your search results. Each especially in your local market. When it
past year or so, several dealer-facing service vehicle picture could have alternate text comes to SEM, I recommend outsourcing
companies have opened their doors to market with the vehicle name which could the task, because it can be a full-time job and
their SEO and SEM services to dealers. improve your search ranking. you can blow through your budget quickly
• Paragraphs on the pages describing without getting the results you require. You
Search and the consumer your business — A good volume of want your Internet team focused on selling
Search engines are popular because they words describing your business and and just managing search terms that can
provide a quick method to research most the services you offer are beneficial in really consume valuable time. Select the
everything. Search engines are also forgiving providing the hooks necessary to return provider that you feel most comfortable with,
because they allow us to type in what could your site higher in the ranking. While and consider the expenditure like you would
be considered confusing information and still words may not be as attractive as flash traditional advertising and hold the SEM
find what we were searching for. they are critical to optimizing your site. provider to a high return on your investment.
Search engine companies consider the SEM Basics
consumer experience to be the critical SEM is more complicated than I expected
element to their success, and the cornerstone when I first considered doing it on my own.
is the consumer easily finding what he or SEM allows your dealership to be displayed
David Kain is the automotive Internet
she is searching for. These companies have in the frame at the top and side of the organic training specialist at Kain Automotive Inc.
created remarkable technologies that can search listings. I set up a Google AdWords He can be contacted at 800.385.0095, or by
read the information on various Web sites account, which was very easy to do, and e-mail at dkain@autosuccessonline.com, or
almost instantly, determine the relevance the step-by-step instructions seemed easy visit www.kainautomotive.com.
10 www.autosuccessonline.com
11. MUST-SEE
COMPANIES
NADA 2006
SOME IDEAS ARE TOO GOOD TO KEEP TO YOURSELF.
One great idea leads to another.
While envisioning the new Ultimate Warranty, a number of ideas came
to mind. Bringing those ideas to life is what creates forward motion.
While just the first of many solutions, you can now file a claim online.
Try it once, and you may never pick up the phone again. Just another
way that Ultimate Warranty is setting a new standard of excellence.
800.576.5113
WWW.UWC21.COM
SETTING STANDARDS. ACCELERATING EXCELLENCE. Visit us at NADA booth #4074
Service Contracts Gap Etch Roadside And So Much More Products Insured By Top Rated Insurance Carriers
12. sts fos ls ms sf fis
SteveLevin
sales and training solution
Rejecting Rejection
Like actors who your confidence grows, resulting in a more you have just put out the fire. Since
audition for roles positive outlook and attitude. you agreed with the customer there is
only to be rejected, no difference of opinion. You are now
car sales people are Listening is another. When we greet a on the customer’s side.
constantly hearing customer we don’t know how much legwork
“No.” Let’s face it: Our selling process goes he or she has done or what he or she has 3. Now comes turning the objection to
hand-in-hand with rejection. If everyone just heard, read or been told. Your main objective your advantage by saying, “But …”.
said yes to buying something, there would should be to help put your customer at ease. “But Mr. Jones, you said that you …”.
be no need for sales people. The consumer Talk with them and listen to what they are When you get an objection, always
does not buy cars every day, but you sell cars saying. You can gain valuable information agree first then say “but” and turn it
every day. So how do we cope and continue from listening. Listening also becomes around by stating your thoughts.
to do what we do best — sell cars? And how therapeutic to the customer as it shows
do we change “No, I don’t think so” to “Yes, sincerity and understanding, as well as good There are several other ways to help
it’s a deal”? manners. A great sales person never asks a minimize rejection. When you find out your
question that he or she doesn’t already know customer’s primary wants or needs, ask for
There are several ways to combat this the answer to. trial closes along the way. They are easy
negative emotion, and mastering the power and effective. You might say something
of positive thinking, which is fueled by Automobile buyers reject what we say when like this: “Mr. Jones this vehicle gets great
knowledge, is first. The more knowledge it conflicts with what they have read, been gas mileage: 32 mpg on the highway and 27
you acquire, the more confident, persistent, told or have researched. Sometimes their mpg in the city. And, as I recall, you said you
determined and optimistic you become. information is correct and sometimes it’s not. were looking for a car with good gas mileage
In our business the process starts with (the next three words are critical) isn’t that
product knowledge. As you gain more When Harry asks his father what kind of right?” The customer has to respond in a
specific knowledge of the vehicles you sell, car to buy, dad says, “Only buy American. positive manner. You just did a trial close.
We live in a great country, and we need to Find four or five features that are important
Sell More Cars
keep our economy going!” Then Harry asks to the customer. Explain the feature and then
the same question of his friend at work, say, “Mr. Jones, you did mention that this
who just bought a new Japanese car. Now feature is important to you, right?” Wait for
With CarTube
what’s Harry to do? As Harry goes through the positive response. Trial closes are simple
funneling all this information through his and easy, and the more times the customer
brain he finally comes to the conclusion he says yes, the less rejection there will be. It’s
doesn’t know what to buy. All he knows is the preparation to the close that’s important,
Includes free software to create flyers
he needs a car. Dad says one thing, and his not the close.
Attaches easily to your entire inventory friend says another. Who’s right? They both
are. So now Harry starts car shopping, and Zig Ziglar said it best: “Positive thinking
Great for after-hours shoppers
his head is twisted, not knowing which to will let you use the abilities, training and
Quality weather resistant construction buy or where to start. So, when Harry meets experience you have. To respond is positive,
This silent salesperson works 24/7 the sales person, guess what happens. to react is negative.” The power of positive
thinking is built on product knowledge. So
Here are a few ways to turn around the by learning the features and benefits of all
negative responses you may get. the models you sell and sell against, will
gain the power of knowledge and embody
1. Ask why. Many times a customer will the confidence, persistence, determination
respond and give you more information and optimism that will make you a true
that might turn the deal in your favor. professional. Remember knowledge breeds
It is also therapeutic for the customer confidence, confidence breeds enthusiasm
to talk; it has a calming effect, and you and enthusiasm sells cars.
remain attentive to your customer. You
are showing sincerity and are bonding
for with him or her. Just ask “why” and let
Call ree the customer go on and on. In most
a F ple!
Sam
cases, you will turn the customer
1.866.973.9490 around. Steve Levin is the president and creator
of Motormouth. He can be contacted at
www.cartube.com 2. “I agree.” By making this statement
866.662.9958, or by e-mail at
slevin@autosuccessonline.com.
12 www.autosuccessonline.com
13. You Are Guaranteed to Increase
Your Bottom Line in One Year by
$250,000 or I’ll Pay You $10,000!
Hi my name is Mark Tewart. I am This isn’t some magic-button, pie-
a renowned expert in automotive in-sky fad. These are real-world and
sales, sales marketing and sales proven methods for massive profit
management. Many of you reading this improvements. It takes hard work and
may have heard me speak at seminars, lots of commitment.
state association meetings, NADA or
NIADA conventions. You may have The second reason for me being
read my articles in AutoSuccess or picky about who I work with on
other magazines or seen my shows these projects is that frankly I don’t
on Automotive Satellite Training have the time. To create the massive
Network. results that you and I are looking for
requires a great deal of my time and
Whether you know me or not, you effort. I am an in demand speaker,
may be wondering what allows me to trainer and consultant and I own three
MARK TEWART
be able to make such an outrageous successful businesses. Because of my Tewart Enterprises
claim. The answer is simple. I have time restraints, I refuse to spend time
accomplished this for my clients and effort with wanna-be’s. I only (888 283-9278) or
every time I have tried without fail. align myself with passionate people 513 932-9526 or
If a client follows my full-proof and committed to winning. email me at info@tewart.com with
proven methods, the results are as your information and we can talk.
predictable as the sun coming up every The third and final reason for me being
day. That may sound arrogant to some selective is my reputation. I can’t write Sincerely,
of you, but to me and my select clients ads like this and make such incredible Mark Tewart
it’s just reality. guarantees unless I can bring the
results. My reputation is beyond solid. P.S. If you are going to the 2006
Every year I am bombarded with NADA Convention in Orlando,
dealers that ask me to help improve By the way, the $250,000 bottom line come to my workshop – “How Any
their sales and profits. I reject most of improvement is just an example. I Dealer Can Improve Sales Results
them. I only choose a few each year to have had some dealers increase their This Year”
work with on such a large scale. There bottom lines by more than $1,000,000
are a few reasons why I carefully hand in just one year. Look at it this way, I P.P.S. Don’t miss my High
pick who to work with. don’t take $10,000 guarantees lightly. Performance Management Seminar
I put my money where my mouth is. March 15 &16
The first reason is that it’s easy for
you to say you want to improve but If you want to talk to me in strict Call 888 2TEWART or go to
most people don’t want to do the confidentiality, call me at: www.tewart.com/seminar for
things necessary to make it happen. 888 2 TEWART details
Visit www.tewart.com to
receive your free newsletter
14. Come see these speakers talk about
Case Studies and Best Practices that
can help your dealership immediately.
Dean Evans David Kain Sean Chip Perry Scott Joseph
Vice President of President, Kain Automotive Wolfington CEO and President, President & CEO,
Marketing, Dealix Inc. Internet & BDC Owner, BZResults.com AutoTrader.com J&L Marketing, Inc.
Training Specialist Case Study: New Variable
You will learn: Case Study: How to use Internet Advertising Best Data Print Campaign
- Internet Marketing that You will learn: BDC/Internet departments Practices Management System
generates high quality - Mapping out the best to sell 100 - 500 extra cars increases Dealership’s
a month. market share from 8% to
leads Internet sales process You will learn:
- Maximizing lead - E-mail templates for the - How AutoTrader.com’s top 20% and grows net profit
You will learn: from $170,000 to over $1.6
generation from your best short and long-term - Setup a successful BDC/ performing dealers get their million in just one year!
Web site communication Internet department outstanding results
- Maximizing third party - Phone script elements - Use the Web to promote - Take home examples of You will learn:
automotive sites that turn leads into all your profit centers effective merchandising - Trigger marketing
- Metrics that matter appointments - Use the Web to drive you can put to techniques using customized
showroom & phone traffic Web pages and direct mail.
- Focus on return on - Recruiting, hiring and immediate use - How to increase your floor
investment compensating for results - Sell old stock, vehicles &
parts inventory and phone traffic during your
- Use e-mail marketing slowest days of the week.
to drive more traffic for - A Growth Strategy to grow
zero cost your gross profit a minimum
of 33%
After our CFO and I attended our first
Summit in Nov. 2004 we used the
information to help us form our own
Business Development Center. The Darren Haygood Jennifer Al Babbington Chris Hanson Rad Weaver
Director of CRM & Internet Picheco Chief Executive Officer, Award Winning Red McCombs
information provided by the vendors Sales, Lokey Automotive
Director of e-Commerce,
Germain Motor Company
CallCommand DaimlerChrysler Sales Person
You will learn: Case Study: “Ford & Toyota
You will learn: Dealers today run the risk of Dealer Sells 500 Extra Cars
- How to groom your sales
and dealers enabled us to cut out a lot - Maximize your ROI
Maximizing Your Internet
under-communicating and
also over-communicating to
people to be 20-plus car Online”
- Learn how to increase people a month
Department’s Potential their customer. So what’s
of mistakes that would have been made your Internet dept. gross
profit the right mix?
- Proven processes that
work anywhere
You will learn:
- How we increased our
- To price or not to price You will learn:
- Show your sales people
without the information. In April 2005 - Stop giving units away just - Core structure: size
matters
You will learn:
-Unlocking the potential in how to make, develop and
Internet sales from 40 to 500
in one year
to gain market share your database maintain Raving Fans
- Where you are vs. where - How we tripled our Web
our BDC was officially launched and is - How to stop selling price
and start maximizing ROI you’re headed -Understanding the lifetime - A sales process for today’s
sales person and customer site traffic through free
- Your leads and where they value of your customers marketing
now the hub of our entire dealer group. - Redefine your used car
Internet strategies come from
- You heard the customer,
-Automating professional &
consistent communication
- Specific follow up process
for sold customers - How we increased out
- Turn leads into -Maximizing owner loyalty - Specific follow up process leads from our Web site
In Nov. 2005 the BDC manager and I appointments, now what?
- When follow up is not -Increasing repeat & referral for unsold customers
- How to close over 35
- How we staff, train, pay
appointments into sales business and keep great people
enough
attended our second Summit. My BDC - Conduct monthly phone
blitz sessions - Attitude is everything -Increasing frequency of
purchase & spend per visit
percent of your Internet
leads and increase customer
- How we handle pricing to
maintain gross profit
loyalty
manager was equally impressed with the
content of the meeting and walked away
with a lot of useful information. I think
what makes these 2 days so informative
is the fact that you not only see the
applications available in the marketplace
but you also see how they are used by
Jesse Biter Dave White Ashley Antonio Jennifer David Thomas
real dealers. It would take weeks to President, HomeNet General Manager Internet CRC Director, Paragon Lampinen Owner, David Thomas Auto
Operations, DARCARS Honda Group, Ltd.
research this much information. I would Case Study: How Automotive Group Case Study: How to
CRC Director, Paragon
Honda
proper online vehicle properly train and manage You will learn:
recommend any dealer doing business merchandising can make Getting the Most Out of Your your CRC staff to ensure the Case Study: Key steps - How to cut your
you stand out Internet Department best results possible to becoming an award advertising expenses
on the Internet to attend one of these. You will learn: You will learn:
You will learn:
winning CRC department - How to get more exposure
- Proper hiring practices for less expense
You will learn:
Thanks again, see you at the Summit! - How to work Smarter, not
Harder
- Effective techniques for
handling the incoming and
- Training methods
- How and when to train
- Develop your people
- Gorilla marketing
campaigns that work
- Create a process-driven
- How to maximize sales on out-going Internet phone - Who to train environment - How to create free
the Internet calls - Where training should - Do you know what kind of publicity
be done
Gene Leitner, - Creating sure-fire
processes that will maximize -The importance of mystery
job you are doing?
- Measure your results
- How to generate car
reviews in the right
appointments and sales phone shopping the - Think outside the box: publications
General Manager, Norris Honda competition
- Constructive Call
Look at what other - How I grew market share
industries are doing that in the world’s worst location
Monitoring works
- Training Incentives - Never stop growing
15. SUMMITIV
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
May 18th and 19th,
2006. At the Venetian
Resort and Hotel, Las
Vegas, NV
Dealers & Managers
Only!
Two days of intense
learning. Dramatically
improve your results.
Limited Seats,
Register Today!
Case studies from
successful dealerships
across the country.
Class room style
seating only $595 in
advance, $995 after
April 18th, 2006.
Speakers subject to change
Call today to register. toll free 866.239.3712 web www.autosuccessonline.com
16. sts fos ls ms sf fis
EricHinkle
marketing solution
Compliance Science
Dealerships are at or illustrations when describing specific the vehicle was sold a month ago.
the peril of both the vehicles is against the law. If a vehicle’s
disgruntled consumer stock number, VIN, mileage, color and price A simple fix is to use software that
as well as the Federal are advertised, then the photo must be of that seamlessly integrates with your DMS. There
Trade Commission. particular vehicle. Having no photo may lose are Web-based applications that will poll
Buyer’s guides had to be made mandatory to sales, but loading a false photo may land you your inventory from the management system
filter out the deceptive dealers and give the in court. and upload new vehicle arrivals onto third-
buying public some peace of mind. If they party Web sites within a few hours. It will
are not correct, your dealership can be in for According to the New York Attorney also remove sold units automatically from
some serious trouble. General’s Advertising Guidelines for those same Web sites once the vehicle has
Dealerships Guide, an inaccurate photo been removed from active inventory status.
Your dealership should attempt to have a or illustration applies to text descriptions This reduces the amount of work necessary
buyer’s guide placed in full view and affixed as well. Careful consideration must be to remain compliant with some of the
to the window of each vehicle that is for sale. given to companies or individuals that difficult truth-in-advertising laws.
The buyer’s guide is mandated by the state dealerships hire to gather vehicle data and
to have specific language and information photos. Using inferior software products to The Internet offers a cost-efficient and
placed on each guide that is consistent create vehicle descriptions for your window broad-reaching advertising medium. The
with that particular vehicle. Most states stickers and Internet advertising should rules that dealers must follow have not
frown on the handwritten version, mainly be avoided. If you hire an outside firm to changed because updating information on
because the laws state that it must be legible. load your descriptions and photos, choose the Web is more difficult. All the old rules
Computer or typewriter guides are highly a company that uses a best in class VIN still apply, and everyone is watching.
recommended but they can be difficult and decoder with manufacturer’s vehicle data
time consuming to produce. to avoid mistakes. Applying the original Pursue the correct software that will enable
manufacturers’ data to your pre-owned your dealership to create vehicle-specific
Aside from a surprise visit by the FTC, there inventory can be very descriptive and less window stickers and Internet descriptions.
is an even more feared set of compliance likely to contain mistakes. Make certain the buyer’s guides you place
issues that are slowly creeping into on your vehicle can be generated by the same
dealerships: truth-in-advertising laws as they Another challenge facing the Internet dealer package easily and within FTC guidelines.
apply to Internet marketing. The fact is there is the appearance of a bait-and-switch tactic. The same software package should be able
are many dealerships that are susceptible This occurs when a dealership places a to poll your DMS to upload and remove
to litigation based on their methods of vehicle online and then fails to remove a sold inventory in conjunction with your daily
advertising that are in direct contradiction unit from the advertised Web space. Timely system updates. These updates can mean the
to most states’ unfair trade practices laws. removal of sold units from several sites can difference between a sale and a fine. Lastly,
Most states post their unfair trade practices be tedious and time consuming. Reasons this choose a system that integrates all the above
laws online for review. Taking time to get occurs may vary. An Internet manager may with a seamless photo tool that allows you to
reacquainted with these legislative acts move on to another dealership leaving an post vehicle-specific photos to your listings
should be done on a regular basis. unsuspecting replacement with the challenge without spending a lot of time or money.
of getting up to speed. This doesn’t take Using an all-in-one tool will reduce errors
Some of the most common violations of away the fact that consumers are still visiting and keep your Internet marketing efforts
these laws are in how dealers represent pre- automotive Web sites at a record pace. The more profitable.
owned inventories to consumers on the Web. customer will still expect to drive up to your
Eric Hinkle is the chief operating officer of
Some are still advertising a stock photo in dealership and see the vehicle he or she
ESP Data Solutions. He can be contacted
place of an actual picture of the vehicle. In saw represented on the Web. He or she will at 866.663.9037, or by e-mail at
most states, using inaccurate photographs probably be disappointed or angry when told ehinkle@autosuccessonline.com.
If You're Involved With Increasing
Revenue, You Should Have One.
Buy one subscription for $75 and
Spring into get one FREE! 866.269.8604
16 www.autosuccessonline.com
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JeffMorrill
sales and training solution
Nine Phrases Every Good
MEET YOUR NEW
Sales Person Should Know
These phrases will “Make me an offer” because you want to
E-PLOYEE...
help you in a variety avoid negotiating with someone who hasn’t
of situations. Practice committed to buying a car at any price.
them by role-playing
with a colleague during 6. Customer wants to enter into a negotiation
WORKS 24/7 WITHOUT A
down time. at an appropriate time. SICK DAY OR VACATION!
“If we could fit this car into your budget,
1. Early in qualifying. will you write an order with us today?”
“Are you interested in a new car or one
with a few miles on it?” Better than: Simply assuming that he or she
is buying today rather than confirming it.
Better than: “New or used?” because it gets Without this question, you end up with a lot
new-car customers thinking about demos, of, “Thanks for the figures, we’re going to
program cars and pre-owned cars, which think about it.”
increases the number of ways you can fit the
customer’s budget. 7. Customer is making an offer but you need
to confirm that it’s real. TIMEHIGHWAY.COM replaces
2. When you’re figuring out what kind of car “Now, by accepting your offer, this means telephone-based scheduling with
a customer wants to afford. you would give me a $1,000 deposit, internet technology that enhances
“Banks like to see 20 percent down. Does complete a purchase and sale form, set a
the effectiveness and customer
this fit your budget?” time for delivery or just take the car home
satisfaction of your dealership.
today?”
Better than: “How much money would you By scheduling appointments
like to put down” because that answer is Better than: Assuming that the customer directly through your web site,
always little or nothing, and that makes it intends to actually buy just because he or she your customers make confirmed
harder for you to fit the customer’s monthly made an offer. You need to make sure they appointments instantly without call-
payment. understand that when you accept the offer, backs. TimeHighway.com puts your
that means they need to give you money. service department’s schedule on
3. When you need to steer the conversation your web site, making it possible to
toward an appointment. 8. When you need to persuade someone to schedule appointments 24 hours a
“Are weekends or weekdays better for you look at something differently. day, 7 days a week, from anywhere.
to visit/come back?” “How did you arrive at that figure/
conclusion?” • Your 24/7 Revenue
Better than: “Would you like to schedule
an appointment” because that’s an either/or Better than: Disagreeing or offering your Building Tool
question that is always answered with “no.” opinion before the customer has given • Efficient and Simple to Use
you some insight into his or her thought • Automatic Confirmation
4. Any time you’re talking about the value of processes.
a used car or trade-in.
and Reminder Emails
“Current Market Value” 9. Before someone leaves saying they need to • Cost Effective: Only 54
“think about it.” cents an hour
Better than: “Trade allowance,” “asking “On a scale of one to 10 for the car, where do
price,” or “list price” because talking about you stand?” After receiving the answer, ask
the market lends an external, objective “What would it take to get you to a 10?” For More Information Contact
credibility to the validity of your number. Karen Dillon at 239.438.5359 or
Better than: Simply letting the customer go. kdillon@TimeHighway.com
5. When a customer asks on the lot, “How They just spent two hours with you and paid
much of a discount can I get?” or any other you nothing. Aren’t you entitled to some
MUST-SEE
situation in which someone wants to negotiate insight into what their concerns are so that COMPANIES
too early on the road to the sale. you might address them? NADA 2006
“Once we work together and you decide
this is the car you want, I would be happy
to see if a discount is available.” Jeff Morrill is co-owner of Planet Subaru in
Hanover, Mass., and Planet Chrysler Jeep 5633 Strand Blvd, Suite 302
in Franklin, Mass. He can be contacted at Naples, FL 239.438.5359
Better than: “We don’t discount,” “We 866.872.8699, or by e-mail at www.TimeHighway.com
discount hundreds not thousands,” or jmorrill@autosuccessonline.com.
march 2006
17
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TomGegax
leadership solution
What Employees Really Want
This is not your father’s The cultural aftershocks rippling from these methodically climbed his grievance up the
workplace. The once psychological and technological tremors corporate ladder, but felt his protest had fallen
impenetrable barrier — employees clamoring for fulfillment and on deaf ears.
between work and flexibility — are leaving seat-of-the-pantsers
home has crumbled in out in the cold. Enlightened executives, On the spot, I called our human resources head
the wake of the baby however, apply the HEAT: and asked for an explanation. Gabe’s situation
boomer–fueled personal growth movement. was a “gray area,” I was told, and we had a
In the span of a generation, a hunger for Honor the innate dignity of every good case for not paying him the overtime cash.
meaning that grew even more ravenous after employee. If there’s a gray area, I told her, the employee
9/11 has spurred an unprecedented demand Expect greatness and set high should be given the benefit of the doubt; after
for integration (within an employee’s own standards. all, that’s what we do for our customers when
life) and interconnectedness (with the lives Accommodate employees’ personal there’s a dispute. I hung up and apologized to
of others). needs. Gabe. He got his check the next day. “I was just
Trust employees’ integrity and verify a 19-year-old kid out of high school working
High-tech wizardry is also contributing to their progress. in an entry-level position,” recalled Gabe, now
blurred boundaries. It’s now commonplace a Tires Plus assistant district manager. “The
to e-mail extra work home for relaxed, after- Honor employees. During a routine visit to a fact that Tom took the time to listen to me and
dinner analysis; to use your firm’s high-speed Tires Plus store in 1995, I asked a young sales resolve the situation without hesitation really
Internet connection to monitor your stock man named Gabe Lopez how things were wowed me. It’s something that will always stay
portfolio, place bids on eBay, and e-mail your going. “To be honest with you,” he said, “not with me. If not for that, I would have left the
kids instructions for dinner; to “tele-vacation” too well.” Gabe said he had recently clocked company. Tom later pulled me aside a number
from a sandy beach in the tropics; to placate a 70-hour week only to be told after the fact of times to tell me I could really go far in the
customers on a cell phone in your pajamas. that he had been “promoted” from an hourly company. He made me feel valued as a person,
(Closed circuit to Groucho: How a cell phone to a salaried position. He felt chumped, like and I wanted to show him his faith in me was
got in your pajamas, I’ll never know.) he was owed the overtime money. He well-deserved.”
18 www.autosuccessonline.com
19. continued
Gabe’s story illustrates why you can’t leapfrog black belt in karate. To compensate for his
your employees — your internal customers absences during the work day, Larry worked
— and focus solely on pleasing your external at night and on weekends.
customers. It’s a simple matter of connecting
the dots. Honor your people and genuinely We had a caring, family-oriented culture,
care about their well-being and you’ll be but also a very hardworking culture. The
rewarded with deeply loyal employees who two naturally go hand in hand. Of course,
set a new standard for customer service. we also had systems in place, like weekly
reports and one-on-one coaching, to ensure
Expect greatness. Don’t worry about setting that employees stayed on track to achieve
expectations just beyond the moon. Expecting their goals. If people didn’t live up to their
people to give their best will pull the best out end of the bargain, their privilege parameters
of them. Jim Pascale, our vice president of were tightened a bit. Honoring and valuing
Are Your Service
franchise operations, saw this concept in your people and going out of your way to
action. “Working for Tom was like playing accommodate their personal needs — not to
Department
for a coach who says, ‘We expect to win the advance your own agenda but because it’s
championship this year,’” Jim said. “You the right thing to do — produces dedicated
Revenues Flat
find out what you’re made of. You rise up to employees and a positively charged
that level, you practice harder and you have environment.
or Positioned for
higher expectations. We were all fueled by
Tom’s ambition to grow by his enthusiasm In stark contrast, a seat-of-the-pants
and energy.”
But watch out. Setting high standards
environment drains and frustrates employees.
The only thing they look forward to is
giving their two-weeks notice. Moving from
Growth?
can actually undermine productivity and that kind of fear-based, spirit-deadening With DealerLOGIX ServiceOPS
morale unless individual expectations are atmosphere to our company gave Doug, one service departments are:
clearly defined in relation to team goals, of our top executives, a severe case of culture
and the players appreciate how the two are shock. Doug had spent 19 years at a well- Growing hours per RO and parts
related. That’s why the strategic planning known national company. “The executive vice revenue using vehicle specific
process is critical. It establishes a clear, president of operations was confrontational Good, Better, Best Menus
logical and measurable relationship between with his staff and pitted his managers against Protecting assets with full
organizational objectives and individual each other,” Doug said. “Because he was
goals. unwilling to make a decision he could be held
disclosure
accountable for, we were left to figure out for Performing consistent walk-
Accommodate family priorities. Contrary to ourselves what direction our divisions should arounds
seat-of-the-pants mythology, putting family go.” The inevitable turf wars that followed
Increasing CSI
first in a systems-disciplined, achievement- caused some capable managers to bolt. Even
oriented environment will actually enhance though these were smart, sought-after pros, Improving “Fix it right the first time”
productivity, not diminish it. Countless times Doug’s boss spun every loss as a victory. “He by providing techs with consisitent
I’ve seen grateful employees tackle their work would boast to the board that he had weeded and clear issue information
with renewed vigor after returning from a out another malcontent,” Doug recalled.
family-related absence. Maybe parents don’t “That created a culture of managers who were
need to take in every soccer game, dance afraid to make decisions, take risks, or offer
line performance or spelling bee, but a high creative suggestions. It just became a very
attendance rate is important to them and to stressful place to work.”
their child. Keep their bodies at work during “Not only are
we producing
these events and you’ll lose their hearts and Moving to Tires Plus gave Doug the more parts and
minds. entrepreneurship and growth opportunities service revenue
he craved. “Management encouraged risk per RO, but
Remember, output equals quantity of hours taking, team decision making and information our CSI has
increased too!”
worked multiplied by the quality of those sharing,” Doug said. “I didn’t know a darn
hours. Allowing your people, whether single thing about the tire business, but I felt like Pat Cox, Hajek
or married, to play hooky for important my opinions mattered. If I asked a dumb Chevrolet
family events — ones in which their absence question, somebody would take a minute to
would overshadow the event itself — is a explain. Tom was an encourager, a humane Call Now or Go Online
goodwill gesture sure to boost morale. It’s manager who sought input, asked opinions to Schedule Your Free
also a competitive advantage that may
prevent otherwise resentful employees from
and accepted challenging comments. If we
didn’t agree with one of his decisions, it was Demonstration Today!
seeking more family-friendly pastures. still appropriate to ask questions and make
suggestions.”
Trust employees to deliver. One afternoon
each week, for seven summers, Larry Brandt
left work early to cheer at his son Andrew’s
baseball game. A key Tires Plus executive
Tom Gegax served as the chairman and
CEO of Tires Plus and is the founder of 866.872.8150 ext. 72
www.dealerlogix.com
and our third-largest shareholder, Larry also Gegax Management Systems. He can be
ducked out occasionally to root for his other contacted at 800.723.2601, or by e-mail at
son, Barett, as he worked his way up to a tgegax@autosuccessonline.com.
march 2006
19
20. sts fos ls ms sf fis
ChrisAlford
sales and training solution
Trick Me
Depend on the rabbit’s gadget right now, technology can’t replace or how it’s assembled. “It cooks a 12 lb.
foot if you will but the human element in fundamentals of turkey with less energy than it takes to
remember it didn’t selling. It’s because selling is more than operate a hair dryer!” He sells “a standing
work for the rabbit. pre-printed form letters, auto responders and rib roast! The steaming tray!” He sells
-R.E. Shay high tech PDAs. Selling is not about snappy health, ease of operation, simplicity and
PDAs, trendy Web sites and Blackberrys, as value. Value is what people buy. How many
A question is circulating among the ranks it is about hot coffee, warm people and good ovens do you have? One large? Maybe a
of sales people all over. It is asked of sales handshakes. microwave? Maybe a toaster oven? That’s
managers, trainers, teachers and motivators. three. Watch out! Ron will sell you a fourth.
The question is realistic and sounds If selling were a technology then sales Great presentations will never go out of
something like this: “I am a pretty good sales would automatically increase as technology style. Sell what it does.
person now, but I want to get better. What is increases. But unfortunately, that doesn’t
the trick to selling more?” happen because technology is a tool. Selling You must love what you do.
is a skill performed in an emotional arena. Do you love your work? Do you believe in
The question is a natural one. As technology Technology can’t overcome an objection. what you sell? Challenge yourself to be your
continues to explode, we are gradually It doesn’t sense the customer on the fence. best. People that love their work make more,
beginning to believe that anything can be Technology can’t empathize with situations live longer and have happier lives. Loving
engineered to run faster and do more with or maintain direct eye contact, read body your work generates believability, a key
less effort. language or build common ground. Selling element in sales.
is not a technology. It’s an art.
Technology is more fashionable and Love your work, and love your customers.
amazing than ever. Consider the trends, U.S. heavyweight collegiate wrestling In the movie, “Jerry McGuire,” the late,
such as cell phones. Bag phones are so out champ Doug Kinney pinned the issue when great Dickie Fox said, “You gotta love ’em
of date I’m embarrassed to talk about them. he said, “If you want to win, you gotta dance before you sell ’em.” People don’t care what
Today’s phones are powerful, compact, cool with the one that brung ya.” This simply you know until they know you care. When
and weigh only ounces. With home and means dance with the fundamentals that people know that you care, you become a
laptop computers, more memory now costs have always worked, that always will work, success magnet. See every customer with a
less. If we can actually send information timeless basics that bring you personal flashing sign on his or her chest that says,
instantly over a light beam to the other side success every day. “Make me feel special.” Bad sales people
of the planet, then why wouldn’t we expect see customers as a hassle. Great sales people
an easier way to sell? After all, I can catch a So, what are the fundamentals in selling? see customers as referrals.
flight from Charlotte to Tokyo and get there Good question.
the day before I left home. I once heard a customer say to a master sales
You must be willing to do the work. person, “I was going to buy it the whole
The quest for tricks or shortcuts in selling is Use the Internet, PDAs and e-mail. These time. I just wanted to watch you sell it to
an old one. It has existed as long as the craft. things help you stay competitive. But me.” Understanding the real trick empowers
Meticulous tests have searched every angle don’t forget that great sales people adopt you to morph shoppers into buyers while
for newer, quicker, faster and easier ways to fundamental work ethics that others won’t. others hide in the bushes and watch. People
sell. Field tests are occasionally conducted Come to work to work. While others talk listen to masterful sales people. Don’t you?
by sales people. with the talkers, you can counsel with doers.
While others plan parties, polish your selling
I am fortunate to have a personal library skills into smooth, syncopated salesmanship.
stocked with magnificent books. As I review World class sales people don’t just fall into
their pages, I am constantly reminded of a sales anymore than world class divers just
major truth. In the history of man, only one fall into a pool. Work on your dreams.
trick holds the key to success in sales and in Romance your dreams. Talk about your
life. It is stitched into every page of every dreams, and never associate with dream-
book. Every veteran sales manager knows stealers.
it. All studies reflect it. Sales masters have
it memorized it and recite it upon request. It You must realize people don’t buy what it
boils everything down to one thing: The trick is, they buy what it does.
Chris Alford is the president of Motivate
is that there ain’t no trick. Master sales man Ron Popiel doesn’t sell America and Chris Alford Concepts. He
what his Ronco rotisserie oven is. He sells can be contacted at 866.881.9315, or by
While technology may replace last year’s what it does. He never mentions temperature e-mail at calford@autosuccessonline.com.
20 www.autosuccessonline.com
