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

1. View this month’s and previous issues online at www.autosuccess.biz
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November 2004
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2. 58 Cars Sold Last Month with Dealix Leads
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Magnussen’s Dodge Chrysler Jeep
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from a wide mile radius, or we can target specific Zip codes. The choice is ours. No other lead provider gives us this
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3. The Industry’s Education
at Your Fingertips
24/7 online television/radio programming featuring:
EDUCATIONAL PROGRAMMING NEWS
M “How To Sell A Car And Keep It Sold Part 1 - Noncompliant M “Driving Business” (Monthly Industry News With Michael
Paperwork: The Greatest Area of Legal Exposure in a York) Featuring Debbie Conrad-Beddingfield, National
Dealership” Director Of Dealer Sales for Manheim And Tom Webb
M “How To Sell A Car And Keep It Sold Part 2 - Chief Economist For Manheim
Commencing the Customer Relationship” M “Legal, Legislative, Regulatory Review” (Monthly
M “IRS Bank Secrecy Act and Form 8300” Legal/Regulatory Review with Keith Whann)
M “Vehicle Remarketing: Auctions and the Dealer” M “The Power of Association” (Monthly Association News
Update with Michael Linn)
M “Introduction to Standardized Dealer Accounting”
M “Fuel For Thought” (Monthly Dealership Operations
M “Standardized Dealer Accounting Part 1 - Standardized Insight with D.J. Harrington)
Accounting and the Financial Statement”
M “Information Technologies and the Auto Dealer”
INDUSTRY SPOTLIGHT
M “The Garage Liability Insurance Crisis” M ADESA Vehicle Donation Ceremony
M “How To Attract Lenders To Your Dealership” M 2004 Expo Vendor Highlights
M “Incoming Call Part 1 - Putting More Fun Back Into Your M 2004 NIADA Convention Highlights:
Business (What the Receptionist Should Be Saying)” Behind the Scenes
M “How to Best Serve the Hispanic Customer” M NIADA At The Columbus Fair Auto Auction
M “Complying With The FTC Used Car Rule” M 2004 NABD Highlights
M “How to Establish and Operate a Related M Dealer Education Opportunities
Finance Company”
M “Steps to a Motor Vehicle Sale: A Review of the
Forms Involved in a Motor Vehicle Transaction” and
M Certified Master Dealer (CMD) Program Preview much
SPECIAL FEATURES
more!
M 2004 NIADA Leadership Awards
M 2004 NIADA Quality Dealer Awards
M Legal, Legislative and Regulatory
Affairs Open Forum
M Being Uncommon
M Discover From Within
M Manheim Drive Center
Available now to dealers, industry executives and vendors nationwide.
F o r m o r e i n f o r m a t i o n , s t a y t u n e d t o W W W. N I A D A .TV o r ca l l 8 0 0 . 6 8 2 .3 83 7.

4. I N S I D E
8 Sales People, Your Customer Has Rights Zig Ziglar
9 Phone Dynamics Mark Tewart
10 Get Paid Like a Professional Anthony Hall
12 Prestige Ford Leverages 86 Percent in Leads to
Generate 62 Percent Increase in Sales Volume Bobby Malatia
13 Cost for Non-Compliance Fran McAllister
14 Good Morning Mr. President Michael York
16 What Does Delivery Mean to Your Dealership? James E. Yerage
20 How to Recognize Old Selling
Techniques So You Can Practice the New Brian Tracy
21 Critical Success Factors Kirk Manzo
22 How to Increase Customer
Loyalty and Generate More F&I Income George Jackson
23 Build Value and ProÞts Brian Ankney
24 Vitality, Self-conÞdence and Maturity Carol Martin
26 The Customer Participative Walk Around Jim Adams
27 Is Your Marketing Ignoring Half
of Your Revenue-Producing Customers David A. Fish
28 The 4 Characteristics of
a Powerful Communicator Sean WolÞngton
Samuel 22: 2-4
He said, “The Lord is my rock, and my fortress,
Success Driven Solutions and my deliverer,
my God, my rock, in whom I take
refuge,
my shield and the horn of my
salvation,
756 South 1st Street, Suite 202 Louisville, Kentucky 40202 my stronghold and my refuge,
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 my savior; thou savest me from
violence.
Patrick Luck, Editor & Publisher Courtney Hill
• pluck01@autosuccess.biz Sales Improvement Strategist I call upon the Lord, who is worthy
• chill04@autosuccess.biz to be praised,
Susan Goodman, Vice President and I am saved from my enemies.
• sgoodman02@autosuccess.biz
Amy Stuber
Thomas Williams, Creative Director Sales Improvement Strategist
• twilliams03@autosuccess.biz • astuber05@autosuccess.biz
AutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
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8. sts ms ls fis lr
ZigZiglar
sales and training solution
Sales People,
Your Customer Has Rights
I am the customer engage our customers in conversation. We Hint: Address any delays or disadvantages
and I have my rights. must master the skills of questioning and as early as possible. Our customers have
listening. the right to know.
I have the right to
remain silent. I don’t I have the right to demand that you deliver I have the right not to be taken for granted.
have to tell you on your promises. If I put my trust in I have given you my time, my trust and my
about my business. I don’t have to share you, you better do what you say you are money. I’d like something in return. I’d like
with you the reasons I want to visit other going to do in the time frame you said you to be treated fairly. If you want to continue
dealerships. I am under no obligation to would do it. If you can’t deliver on your to earn my business you must keep me
volunteer any information to you. Also, promises, I have the right to be notified. informed on changes, improvements, and
I can not guess what you need to know. I also have the right to be notified in a upgrades. Not only should you serve my
You have to gather the information that is timely manner. I understand that this is not needs, you must anticipate my needs. You
needed from me. a perfect world. I know that deadlines and must continue to earn my time, my trust,
shipments are missed. I just need to know and my money.
Hint: As sales professionals, we must about them as they occur.
Hint: After we attain the business, we
must work just as hard to maintain the
After we attain the business,
business.
we must work just as hard to Zig Ziglar is the Chairman of the Board of
Ziglar Training Systems in Dallas, TX. He
maintain the business. can be contacted at 866.873.0026, or by
email at zziglar@autosuccess.biz.
8 subscribe today at www.autosuccess.biz

9. sts ms ls fis lr
MarkTewart
sales and training solution
Phone Dynamics
The first step in remark that they will be happy to get a sales
advancing the representative for the customer and then
productivity of your acquire the customers name by asking “and
staff in using the your name is?” The receptionist can then
phones is a better list the customers name on the log with the
understanding in the date and time received and page for a sales
importance that the telephone can play representative. Now the receptionist can
and how it affects your business. Often write their name on the tracking sheet as
a lack of the right attitude is displayed well. The sales representative is responsible
in the treatment towards the receptionist for putting remarks of the results on the
position. The receptionist is usually hired log after the sale. The above process can
without any guidelines that would be used be altered according to the technology
to hire for an important position. In your you have established in your dealership.
dealership do you have personality profiles, Managers can now include a review of
set interview questions and guidelines the phone traffic in their daily one on one
to hire an exceptional receptionist? Do coaching sessions.
you have a formalized training process
and performance based pay? Often the Sales people must have a formal tracking
receptionist is the lowest paid person in sheet they use when taking calls to assist
the dealership but is often the person who them in remembering the right steps and
influences the customer first. Why not pay collecting the information necessary. The
the receptionist a bonus based upon various first step in changing the view of a sales
criteria such as average time to answer a person towards the phone is to show them
call, average hold time for a customer etc. how easy it is to pick up several units each
month just by having better phone skills.
The sales people also need training on the The Internet has increased the number
understanding of the importance of both of sale calls and the quality of customer
inbound and outbound sales calls and how calling.
this can affect their incomes. A sales person
can sit around all day waiting for someone Sales people must be taught new techniques Kids with Juvenile
to come in, but they can take incoming that match the marketplace of today. Sales
Diabetes need you
sales calls and treat them like they are not people have been taught the importance Mary Tyler Moore
important. The average dealership will of getting name and number so much so International Chairman to be their hero
spend a fortune on advertising to get people that they are jeopardizing the appointment now more than ever. We’re so close
to call and come in but not pay attention to and scaring customers away. Gone are the to finding a cure for this devastating
what is happening when the customers call days of telling the customer you are out in disease that threatens their sight,
or come in. Call a competitor or call your service and not at your desk so you would
their hearts, their dreams. We fund
own dealership and mystery shop a few like to get their name and number and call
times and ask yourself if you are impressed them back or that the customer just needs the research that is finding the cure.
with the results. to come on down so you can show them Your help brings us that much
in person. Customers are looking for ways closer. Won’t you help save the day?
Let’s talk about a few things to improve to dismiss you as an option and outdated Call 1.800.533.CURE or visit
the importance of sales performance phone skills will make that happen quickly.
www.jdrf.org.
in utilizing the phone. First of all, the
dealership needs a formal call tracking Review the telephone operations in your
process. Many dealerships know their floor dealership and take steps to increase the
traffic but not their phone traffic. Why? skills of everyone using the phone. Better
This sends the wrong message. You must phone process and skills uncover hidden
quantify to qualify, meaning you must wealth.
know where you are at to understand where
you would like to go. Have the receptionist
Mark Tewart is the President of Tewart
use a call tracking sheet that they are Enterprises. He can be contacted
trained to use. Example: On an incoming at 866.429.6844, or by email at
sales call, the receptionist should positively mtewart@autosuccess.biz.
november 2004 9

10. sts ms ls fis lr
AnthonyHall
sales and training solution
Get Paid Like a Professional
As a famous man often good deal. When value meets price, they and put your customer in it!
says, “An automobile feel they are getting an okay deal, but when
is made up of 15,000 value exceeds price, they feel they are Next, you must know what the hot buttons
high-tech component getting a bargain at any price: or motives of the customer are. Who, what,
parts: plastic, metal, how, when, where and why.
rubber, glass and
space-age materials. These dissimilar parts Once you have this information, you can
and assemblies are welded, riveted, stapled, now start to formulate the best way to present
bolted, glued, bonded, and fused together your vehicle based on the customer needs
by highly trained human beings. Some of and desires. Every customer is different.
these parts are moving at incredible speeds Customize every presentation directed at
in excess of 10,000 RPMs, continuously what is important based on the information
rubbing and abrading against each other you have gathered in the common ground
with less then 3/1000ths of an inch of step of the Road to the Sale.
clearance and less then 1/1000th of an inch
of lubrication in the presence of high levels Steps of the Walk Around
of heat. Your new car has more than 1000 Step 1 – Front of the car.
times the computer memory, making 10,000 Step 2 – Under the hood of the car.
times more decisions per second than the Step 3 – Driver side.
computer we first used to put man on the Step 4 – Back of the vehicle.
moon with Apollo 11.” And we present Step 5 – Passenger side
them like a low-tech pair of shoes, reducing Step 6 – Inside the vehicle.
the buying process down to price. Before you can sell value, you must
understand and know your product as well The six point walk-around should tell an
Too many of us in the automotive industry as your competitors. organized, complete story, which covers
have fallen into selling price and not value. all the needs and benefits of your customer.
We are negotiating on how low we can get Your dealership has many resources Get all parties involved in the presentation.
the price of the vehicle and not on how that will provide you with the needed Don’t ever think just because the truck
much value and benefits we are providing information such as Source Books, Factory is for the husband that the wife is not
to the customer. Videos, DVDs, etc. Other good sources interested. She is the key in making the
are Automotive Magazines such as Car buying decision.
Value is a measurement of benefits. People & Driver, Road & Track, AutoWeek,
accept price and they buy value based on etc. These are excellent resources to Always use F.A.B. in your presentations:
the amount of benefits the vehicle provides gather information about you and your (F)eature – What is it?
them. The perception of value based on competitor’s products. You can also look (A)dvantage – The Improvement.
the knowledge of benefits is flexible. As for and listen to Automotive T.V. & Radio (B)enefit – What it means or does for the
value increases, the budget of the customer commercials. The words and pictures used customer.
increases. When value is lower than price, to describe features and benefits can also be
the customer feels they are not getting a used in your presentations. Paint a picture Example:
Feature – Boron steel side door intrusion
beam.
Advantage – High tensile, high impact
resistant steel beam.
Up Unit Sales via Referrals! Benefit – Will prevent an excessive amount
of intrusion into the passenger compartment
Up Service Visits by 13x a person! during 33mph side impacts by the average
vehicle and thus possibly eliminating injury
Would you like a cost effective way to increase your referrals? to the occupants.
Want to dramatically increase service visits you lose to
Lube, Mufßer and Tire shops? Also, you should use buzzwords to build
more value into your feature. They are
Would you be interested in a program that pays for itself not plastic headlamp covers, they are
hundreds of times over?
AUTO
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10 visit us online at www.autosuccess.biz

11. continued
Start at position number one and work more for technology if they understand Present the vehicle like a professional and
your way around the vehicle ending at the how it benefits them personally. Customers get paid like a professional!
passenger side or position number six, the buy safety, performance, style, appearance,
inside of the car. This way when you are comfort, convenience, economy, durability,
presenting the interior features from the and utility. Vehicles offer more today for
drivers seat, you can start the demo ride. less money than at any other time in our
history, but we tell less about the value Anthony Hall is a Training Consultant
As you perform your walk around you must of the vehicle then at any other time in at Ziegler Supersystems. He can be
get the customer actively and physically automotive history. What is wrong with contacted at 800.610.9047, or by email at
involved. Use their senses to build more this picture? ahall@autosuccess.biz.
emotions and desire. Remember, buying
a vehicle is an emotional experience.
This is the best time to maximize your
opportunity.
Sight, Sound, Touch, Smell, Imagination.
Example: Increase Sales by
20% in 10 Minutes
Talk about the sound of power from
the factory tuned exhaust, which will
contribute to the overall performance
and fuel economy due to less restrictive
exhaust gases. The feel of luxury in the
interior with the use of soft touch materials Stay in contact with all ups
adding to the comfort of the customer, or
how the controls have their own unique
feel to facilitate the ease of operations of
Receive total data based management
the cruise control, power windows, air
conditioning, or heater, thourgh the factory Daily management reports you can use to
use of tactical feel feature using raised or
lowered areas on control buttons. The look
manage your people
of the paint quality, panel fit, body lines,
the forged aluminum wheels which add FREE FTC “Do Not Call” daily
to the overall style and statement of the
customers vehicle. The lack of sound when
synchronization and alert to help you
you are on the inside of your new vehicle avoid an $11,000 Þne
because of advanced technology provided
through quite-steel, more insulation, solid
body structure, thicker glass, better fit and The Koons Automotive Group sold over 44,000 vehicles last year with the help
finish which provides a more pleasurable of ProResponse
ownership experience. -Alex Hafer General Manager
Imagine how much more comfortable and ProResponse is the only system I have ever used where the sales people are
fun your next vacation will be in your new actually motivated to use it. Our new car sales are up 21% in one year.
Sport Utility Vehicle. Put your customers
-Jeffrey Abel President, Miller Toyota
and their wives and kids by name into the
benefits story. Paint the picture with your
customer in the middle of it. Our closing ratio has improved 38% and our “be-backs” have nearly doubled.
When we first implemented ProResponse we averaged 160 cars a month, an
Know all about your vehicle and your average month is now 350!
competitors. Only use four to five features -Kevin Cohan General Manager, Jim Coleman Cadillac Infiniti Toyota
at each of the six points of the walk
RORESPONSE
around.
We as professional sales people must have
complete knowledge and information of the
customer, our vehicle and our competitors.
Professionals learn and practice their
professions. Limited Exclusivity. Call us before your competition does!
Today’s vehicles have more technology that
benefits a customers needs than at any other
time in automotive history. People will pay
800.453.8211
november 2004 11

12. sts ms ls fis lr
BobbyMalatia
marketing solution
Prestige Ford Leverages 86 Percent in Leads to
Generate 62 Percent Increase in Sales Volume
A fast way to lose With the right digital marketing on our new supports the Internet initiative 100 percent
market share today is web site we saw an exponential increase which is why we’re able to successfully
to turn your back on in quality leads - 86 percent. We focused implement our action plan for driving our
the tremendous profit on our ability to respond to each lead and continued growth.
opportunity that the convert a high percentage of those leads
Internet represents. into sales. We have a strategy for growing For example, our digital marketing system
Roughly 70 percent of our customers today our business and we have support from has the capability to use multi-media bulk
are using the Internet to gather information Jerry Reynolds, the Dealer Principle. emails to conduct targeted marketing
and if a dealership does not have a presence, Success on the Internet, or in any other area campaigns that can reduce our cost per
if you do not set yourselves apart, if you do of the dealership for that matter, hinges sale. We get everyone in the dealership to
not make it fun and easy for customers to on the level of support you get from your gather email addresses and collect accurate
get what they’re looking for, someone will. dealer. At Prestige Ford, Jerry Reynolds information from our customers because
we would be faced with the challenge
of “garbage in garbage out.” We review
We know that in order to turn reports to determine who is using the
system and who is not. With support from
leads into appointments and our dealer and accurate reporting, we’re
able to hold ourselves accountable.
appointments into sales we have
to respond to the customer Leveraging increased leads to sell more
cars is easier when you’re able to track,
immediately... measure and fine tune your process and
remove any obstacles that could result
in wasted opportunities. To ensure we’re
making the right adjustments, we use
reports to view our incoming lead response
Our Dealers
ratio, leads to showroom appointment ratio
JW96HRSS sold and showroom traffic and closing ratio.
45% of our used
are having
We can use this information for coaching
car inventory in purposes and to determine if and when we
one weekend. need to make adjustments to our staffing so
$100,000+
- MD GM Dealer that our response time and quality of the
response does not suffer as the volume of
With JW96HRSS
Weekends
leads continues to escalate. We know that
we buy the right in order to turn leads into appointments and
cars and they sell appointments into sales we have to respond
them at $3833 to the customer immediately and we have
How was your weekend? per copy. be able to answer their questions in a way
- FL Dealer that is consistently professional and tailored
Ask about our $100,000 to how the customers want to buy. The
“Guaranteed” weekend! I used JW96HRSS automation included in our system allows
6 years ago, and us to handle more leads per person than we
they are still the did before, but eventually we will reach a
Eliminate half of your used-car
best today! saturation point and our reports will make it
inventory in just one weekend. easier to determine where that point is.
- NJ Dealer
Jeff Weaver’s Offsite Events: With the right technology, a strategy and
96 Hour Super Sale Inc. Race Tracks
action plan to hit our targets, support from
our dealer principle and the people and
Sports Stadiums process to turn our vision into reality, we
Shopping Malls are on track to sell 100 additional units per
Call Today to Performance
month with the goal of being one of the top
reserve your next
five Ford dealers. Can you make money on
Compensated the Internet? You bet you can!
sales event! Lowest
Bobby Malatia is the Internet Director at
Commission
800.723.2608 BEST RESULTS!
Prestige Ford. He can be contacted at
800.864.8361, or by email at
bmalatia@autosuccess.biz.
12 www.autosuccess.biz

13. sts ms ls fis lr
FranMcAllister
leadership solution
Cost for Non-Compliance
Compliance and
Displayed FTC Buyer’s Guide $250 - $13,000/per
documentation issues
for every vehicle on your lot.
Y/N
affect every industry.
The following is a Displaying Spanish buyers guides when $13,000/per
partial checklist for transacting business in Spanish Y/N
automobile dealers of
Transferring title ownership within $1,000/per
rules, laws, and regulations related to the
automotive industry. Your business could 30 days of transaction. Y/N
be in jeopardy if you are not in compliance Distributing GLB Privacy $11,000
with even one of these requirements. Notices to your customers Y/N
Answer Yes or No for each of the following
checklist items to make sure you are in Mailing GLB Annual notices to every $11,000
compliance. customer whose account is still open Y/N
Checking the SDN Blocked Persons List on $50,000 - $10 Million
Information regarding Executive Order
every customer you do business with + Jail Y/N
13224 is available through the U.S.
Treasury Department. Visit their website at Filing IRS/FinCEN 8300 $25,000 - $500,000
www.ustreas.gov. Cash Reporting Form + Jail Y/N
Developing internal policies for complying $25,000 - $500,000
Fran McAllister is the Vice President of with Anti-Money Laundering requirements + Jail Y/N
Sales at Integra Systems. She can be Complying with the Federal $11,000 & Up
contacted at 800.668.3107, or by email at Anti-telemarketing “Do Not Call” laws Y/N
fmcallister@autosuccess.biz.
november 2004 13

14. sts ms ls fis lr
MichaelYork
sales and training solution
Good Morning Mr. President
Have you ever President? (or a customer, any individual…), not only
wondered what it do you NOT answer your cell phone when
feels like to hear The good news is that history gives us a it rings or buzzes, but you aren’t even
those words? To be glimpse into how presidents do it. wearing it! It’s PROTOCOL! It simply isn’t
“Mr./Ms. President.” done in presidential circles.
Consider this:
Then look in the mirror and give yourself a There are certain clues to the success And when you’re meeting with The
presidential greeting! Because you are the of The President. And there are certain President, and you allow that time to be
person in charge when it comes to your life! questions you have to ask if you’re interrupted by a cell phone call from the
And when it comes to your business or your becoming president. And yes, there are office, or your spouse, or who knows
team, you’ve got to make some changes in even CERTAIN PEOPLE you surround whom… you have sent the absolute wrong
your day-to-day practices if you’re going to yourself with to ask those questions. message to your presidential audience—
truly be THE PRESIDENT!
2. Who’s on your board of Presidential Which is exactly what you do to your
The office of The President is synonymous Advisors? Ever hear of a President without customer or prospect or assistant or
with respect, leadership, duty, diligence, a cabinet of advisors? Going at it alone, whomever happens to be in front of you at
making the best decisions and taking the without the input and ideas and counsel the moment (the moment you’ve now told
best actions that will most positively affect of a trusted inner circle? So who’s in your them that you ARE NOT committed to),
not just one individual, but the whole. Yet cabinet? Who’s providing you with their when you allow interruptions or distractions
how often do we disrespect ourselves or “intellectual resources?” Who are YOUR to take priority over them.
others, in the way we carry out our day- presidential advisors helping you with the
to-day duties? Regardless of what you decisions and direction of your life and Sound a bit harsh? WAKE UP! Cell phones
may now think, you are the one who will your business? have made YOU the most important person
choose to make the “presidential” decisions in the world, and told EVERYONE else
for today and the future that will fail or 3. How’s your Presidential PROTOCOL? that “THEY DON’T MATTER!” At least at
succeed…or you will choose to allow As a president, there are certain things this moment, they’re not as important as the
someone else to make them for you. you MUST do…and certain things you unknown caller on the line! Unbelievable,
CANNOT do! First, how’s your ability to yet true.
That’s how it is when you’re The have a “presidential” focus? On the really
President. tough issues that are right now, at this It’s like trading whatever valuable thing you
very moment in the spotlight of the media have in front of you for what’s behind door
Maybe you really are a “President,” or (marketplace), or the voters (customers), number three! It’s rude, unprofessional, and
“CEO,” or “VP,” or even a supervisor or the country (organization) or your very UN-presidential! You can let modern
or manager. And even if you’re not, try constituents (workers)? technology capture a message for you
thinking like you’re the President of which you can return in a matter of minutes,
“YourLife, Inc.” (Which of course, you You can’t afford to be easily distracted if it’s really that important. Believe it or
are!) Are you conducting yourself and your when every minute counts…when an not, once upon a time the economy could
business affairs in a presidential manner? entire country (or company) is anxiously actually keep rolling along and the circle of
How are YOU preparing to LEAD? Let’s awaiting your decision. Wonder what the life continued…even when you couldn’t be
have a look. President will do about “this thing?” reached for 30 minutes or three hours on a
cell phone!
1. The President is The Leader! That means WITHOUT DISTRACTION!
He or She will set the tone for how things Been there lately? (Been there ever?) Turn it off, or better yet leave it in the car,
get done, or don’t. Mr./Ms. President and send the message that the person you’re
can usually be counted on to be tackling Here’s a “presidential clue” on the subject meeting with right now, and their time with
the tough issues, weighing and then of distractions…Mr. President does not you, is the most important thing you have to
making difficult decisions, or maybe carry a beeper or cell phone. Hmmmm… do at this moment in time.
communicating and negotiating with others could it be? That someone of this stature
(is that how it works at your place?)…there and importance isn’t wirelessly connected One of my greatest frustrations is to be
are many demands and urgent requests at to anyone and everyone at every given talking on the phone with my mom, sister,
this level. minute of the day! or a friend, and have them interrupt me
right in mid-sentence with “Uh-oh! Hold
Imagine for a moment what five minutes And the answer is, certainly not. The on, I’m getting another call…” and bang,
with THE PRESIDENT is valued at! What President has a trusted someone to deliver they’re gone. Throwing me overboard for
would it be worth to you? What would it any urgent message while he “COMMITS a phone call that could be from someone
cost everyone else for The President to give TO THE MOMENT!” What does it mean they don’t even know (often a telemarketer,
up five minutes on things that were really to commit to the moment? or worse!). On numerous occasions I’ve
not all that important? How would you even been cut off! And in trying to call
use your time and energy and influence if It means that when you’re engaged in a
you only had 24 hours in a day to be The meeting with the leader of the free world continued on page 30
14 subscribe today at www.autosuccess.biz

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CALL TODAY! 866.269.8604

20. sts ms ls fis lr
BrianTracy
sales and training solution
How to Recognize Old Selling
Techniques So You Can Practice the New
The old model of percent of the sales process, was presenting. for any reason trust has not been thoroughly
selling is no longer The purpose of the presentation was to show established at the outset, the sales
effective but it is the features of the product or service and the presentation begins moving out onto thin
essential that you benefits that the prospect would enjoy as a ice with the very real possibility that it will
understand it. result of purchasing. Often, sales people fall apart. Customers today are bombarded
were taught to use clever, manipulative by so much conflicting information and so
The old model of selling divided the sale phrases and techniques to weaken sales many competitive claims, which they can
into roughly four parts. Like a triangle resistance and build a propensity or desire not sort out on their own, the element of
divided with horizontal lines into four to buy. They were taught to raise or lower trust becomes the indispensable ingredient
sections. their voices, shift their bodies, and ask in all sales decisions.
leading questions that the prospect would
The first part of the sale, the tip, represented have to answer in a certain way. The second part of the new model, 30
10 percent of the total sales transaction. This percent of the process, is the identification
part consisted of approaching and getting The fourth part of the sale in the old model of the real wants and needs of the prospect
the attention of the prospect. Usually, this of selling was the close. This was 40 percent relative to the product or service offering. It
was accomplished with a bold statement or of the traditional. Countless books, articles is based on asking well-prepared questions
a strong question. When I was just learning and seminars are devoted to the subject of and listening carefully to the answers. It
how to sell, it was called “pre-occupation closing, to the various ways of extracting a requires reading between the lines and
breaking.” It was likened to the process commitment from a reluctant or indecisive feeding back the prospect’s words and
of hitting a donkey between the eyes with prospect. concerns to check for understanding. Only
a two-by-four to get its attention. Only as then do you reach the point where it is clear
sales people, we did it with words. Don’t you slip into the old model of selling that the prospect has a clearly definable
— no matter what you’ve been taught. need that can be satisfied in a cost-effective
In the old model, we were taught to, “get way by what you are selling.
right down to business.” Don’t waste Welcome to the New Model of Selling.
time. Don’t bother the prospect with small This is the most significant and meaningful The third part of the sales presentation
talk. Ask about the weather or the latest transformation of basic selling techniques in the new model, representing only 20
football game or the wife and kids and then that have ever taken place, and the mastery percent of the entire process, is presenting.
immediately launch into the sale. of this new model is your key to outstanding The presentation part of the sales process is
sales performance for the indefinite future. relatively simple when the first two parts
The second part of the old model, 20 percent of the new model have been thoroughly
of the total sales conversation, was the In the new model, which can be linked to an covered. In the presentation, the sales
qualification phase. In this phase we were upside down triangle, there are four parts of person shows the prospect how his/her
instructed to use a variety of techniques to the selling process. The four steps are the wants and needs can be ideally satisfied by
determine whether or not the prospect had process by which all top sales people sell the product or service offering.
the money before you wasted your time today.
giving a presentation. We were told, “Don’t The final part of the new model of selling
waste time on a person if they don’t make The first part of the new model, fully 40 is gaining conformation and commitment
it clear that they can part with the money percent of the sales process, is building trust. to action. In gaining a commitment to take
when you come to the close.” The level of trust between the prospect and action, the sales person asks such questions
the sales person is the ingredient that makes as, “Does this make sense to you so far?”
The third part of the old model, taking up 30 all the rest of the sales process possible. If Or, “Is this what you had in mind?” He/she
checks and double checks to make sure that
what he/she is selling and what the customer
This is the most signiÞcant and wants are the same.
meaningful transformation of So, out with the old and in with the new.
basic selling techniques that have
Customers have changed and sales practices
must change also.
ever taken place, and the mastery
of this new model is your key to
outstanding sales performance for Brian Tracy is the Chairman & CEO of
the indeÞnite future. Brian Tracy International. He can be
contacted at 866.300.9881, or by email at
btracy@autosuccess.biz.
20 successful solutions at www.autosuccess.biz

21. sts ms ls fis lr
KirkManzo
sales and training solution
Critical Success Factors
There is a foundation mention increase the likelihood a used car
for achieving and will actually start when you need it to!
maintaining sales
success. Do your sales people watch programs like
Motor-Week on PBS and/or the Speed
The routines and Channel? Does ESPN the Magazine appear
habits we develop will dictate who we are on their coffee tables at home or Car &
and what we will become. Sales people Driver, Road &Track, Consumer Reports?
must focus on the fundamentals of their After all, who is reading these publications,
craft, attitude, product knowledge, and that’s right your customers. Be informed on
sales skills. Let’s begin with attitude. what your customers read.
How many times have you witnessed a The last critical success factor is sales skills,
we’re this close to a cure
rookie sales person come onto the sales the core competency of what we all do. A
floor and sell 10-12-15+ units their first breakdown of some components under this
month? All of us have. So why was this category would be as follows: Prospecting,
person successful? Clearly it was not their Follow-up, Presentation Skills, Listening
wealth of product knowledge, or their razor Skills, Questioning Skills, Note Taking
sharp selling and negotiation skills. Rather Abilities, Answering Objections, Painting
it was the enthusiasm they transferred to the Mental Pictures, Negotiation Skills, and
buyer that propelled them to success. so on.
Ask yourself this question, All sales people need to work on each of
the above areas to develop the skills of their
“Prior to arriving at the dealership, What trade.
did I do this morning to prepare to sell cars
today?” When was the last time any of your sales
people attended a seminar or workshop on
Sales and sports are often compared, and selling not sponsored by the dealership?
with good reason. Athletes must prepare That means they paid for the program. If
before each game, baseball players take your sales people want to be paid like a
batting practice everyday. Goalies have professional, they will need to do what Juvenile Diabetes
their teammates take shots on goal to help all professionals are required to do to
them get into a rhythm prior to the game. maintain their credentials, attend continuing affects millions
Mary Tyler Moore
What are your sales people doing before education. International Chairman and causes long-
they start each morning? term complications like blindness
If it says, sales on their business card, what and kidney failure. Not to mention
Invest a few minutes each morning by have they done this week, month or year to
listening to some audiotapes or CD’s on the make sure they will be better prepared for pain and worry no kid should have
drive to the dealership. Read something to the next sales opportunity? to live with. But we’re closer than
get your mind right. ever to a cure. Your help makes
Encourage your sales team to work at life-saving research possible. Call
While attitude is important, without product least 20 minutes daily on each of these
knowledge, a sales person will struggle to three critical success factors. In one year 1.800.533.CURE or visit
establish credibility with their customer. that would equal six weeks of additional www.jdrf.org.
The more competent and prepared your training. As a result, not only would they
sales person appears, the easier it will be become better in sales, but also better
to make a significant impression on their husbands/wives, parents and friends to
next guest. those around them.
Each morning your sales people can walk Just try it, you’ve got nothing to lose.
the entire inventory and select a different car
from your inventory to drive insuring they
spend time with all of the products available Kirk Manzo is the General Manager
both new & used. Would they pick up some at Ziegler Supersystems. He can be
product knowledge by just needing to adjust contacted at 800.610.9047, or by email at
the seats and mirrors? Probably, not to kmanzo@autosuccess.biz.
november 2004 21

22. sts ms ls fis lr
GeorgeJackson
f&i solution
How to Increase Customer
Loyalty and Generate More F&I Income
Every time a business that every customer gets offered every what it costs and how to use it. This is
manager is with a product, every time, but it cannot control accomplished by doing a thorough contract
customer, he/she is what is said throughout the presentation disclosure. Most people remember two
expected to be the or during the negotiation after the menu things about a person, the first impression
person who knows is presented. Dealerships have started and the last impression. A bad delivery of
and understands the products, how they recording F&I transactions. It’s a great the paperwork and specifically the contract
specifically benefit the customer and why tool for compliance, training, consistency will result in a poor last impression. All of
the customer would want to enroll in them. and accountability. Burning a CD is quick, the positive things done to this point may
He/she is expected to be an expert. The only simple and allows for easy storage. If you still lead to a poor CSI survey and statistics
way to ensure that your business manager are in a dealership with multiple business show that this is an area of concern for
can meet these high expectations is with managers and multiple locations, it will many customers. Disclose the contract
ongoing education and training. Enroll your also ensure a consistent presentation from fully and legally and thoroughly review
business managers in training repeatedly customer to customer, manager to manager, the itemization of the amount to finance
and require your business manager to and dealership to dealership and provide section and truth-in-lending boxes. When
review the materials regularly. the dealership with a high level of legal reviewing the product forms, make sure the
protection. customer knows what responsibilities he/
All sales professionals must constantly she may have to keep the coverage in force,
improve the quality of their presentation. Before customers leave the business office, such as maintenance for a service contract.
The menu presentation can make sure they should know what they bought, Always invite the customer to read the form,
ask questions and let him/her know you are
available at any time to address concerns
and give the customer your business card.
Never hurry through a delivery process.
Be different. Be better. The customer will
notice and remember; that will create a
positive lasting impression.
A business manager needs to be the person/
department that works with the customer on
claims, particularly with credit insurance
and GAP. There is no better way to develop
product knowledge, product confidence
and awareness of how customers benefit
specifically from the coverage than to be
involved in the claims process themselves.
This will generate more revenue and
improve your CSI almost instantly and this
level of service will enhance your repeat
and referral business.
George Jackson is the Director of
F&I Training for American Financial &
Automotive Services, Inc. He can be
contacted at 866.280.0301, or by email at
gjackson@autosuccess.biz.
22 successful solutions at www.autosuccess.biz

23. sts ms ls fis lr
BrianAnkney
sales and training solution
Build Value and ProÞts
How can you build in yourself and your abilities to comfortably
enough value for sell them their next car.
your customers to feel
good about buying at As you pull the unit up to the glass where
fair gross profits? the customer can see, pop the hood. Now
escort your customer out to the car and
Adding value starts with the meet and greet. introduce it like a commercial. “This is
The meet and greet starts with the sales the 2004 Chevy Malibu. Winner of prizes
person’s attitude. Your sales people need or accolades that matter to this customer.”
to be able to smile at themselves before Now walk first down the driver’s side
they give a customer a convincing smile. and point out features that your customer
The sales person should be confident and told you mattered during step two. Touch
friendly. Customers buy cars from people the car. Get your customer to touch the
they like. The sales person should ask the car. Move around the back selling the
customer if this is their first time visiting solution that this vehicle will provide to
the dealership, how they heard about the this customer’s needs. Now make your way
store and invite them inside the dealership. to the front, and open the hood. Only sell
Don’t be afraid to hear, “I’m just shopping what the customer asked you to sell during
or looking.” Just answer with something the qualifying step. Identify customers that
exciting like, “Great, my name is Brian don’t understand engines and didn’t come
Ankney, and I’ll be your guide. Follow me to your store for an education. Mention
and I’ll show you some of my favorite cars the noticeably improved performance and
to look at.” Remember, the customer does guide the customer back to the passenger
need you to look at cars. Make looking at side of the car. Open the door and have
cars more fun with you around. Selling them sit to experience the comfort and
yourself as the person your customer is inspired design. Close the door. Get
comfortable buying from often takes some into the driver’s seat and drive away.
goofing around. Now lead them inside and
start step two, qualifying. Don’t forget, your customers look to you
as their guide through the car buying
The two main objectives of the qualifying experience. Your attitude when you greet
process are information collection and them will set the tone of the entire sale.
broadening the range of vehicles that will
fulfill the customer’s needs. It is important New software packages offer the ability
to collect as much information as possible to track the sales process by team and
at this point. You want name, address, individual sales person. This information
phone and email for future correspondence. when coupled with closing percentages
Learn as much as possible about what this and gross profits can yield fantastic reports.
person likes and dislikes about the car they These reports can be used as a tool to guide
have now and what they want in their next managers to improve every sales person. A
vehicle. Try to think in terms of needs CRM / showroom traffic control system can
fulfillment instead of option packages help measure and improve a sales process,
and features. This will allow for a car in but will never replace regularly conducted
stock to be perfect for this customer. Make training.
mental notes about what will influence their
buying decision this time. The information Next month, we will continue through the
collected during the qualifying step is used demo drive, trial close, service walk and
during the walk around to build value. Once first pencil.
you have a unit in mind tell your customer,
“This is a busy place. I sure wouldn’t want
to lose you in all this excitement. Sit tight,
while I pull around your new car.” Always, Brian Ankney from AutoClick can be
with every statement, assume your sale. contacted at 866.247.9587, or by email at
Your customer needs you to feel confident bankney@autosuccess.biz.
november 2004 23

24. sts ms ls fis lr CarolMartin
leadership solution
Vitality, Self-conÞdence and Maturity
In the August Vitality can be likened to the charge in a overlook. Train your interviewers to note
edition, I wrote of battery. And like the charge in a battery, a candidate’s clear eye contact, simple
the importance of the it can burn bright initially and then fade. and direct answers to questions (especially
work environment to This means a person applying for a job, job and experience-related questions) and
employee retention especially if “pumped” by the demands lessened stress with the entire selection
and success. The of the application and the interviewing process.
size, age and location (urban or rural) process, can appear to be a live wire.
of a dealership are often critical to an How is it then, that once hired, the person Maturity is to be expected of all adults.
employee’s comfort level and therefore doesn’t seem able to process information Immaturity is expensive. Those individuals
success, they are not the only determining effectively? Or runs out of steam and who are not mature, often have extensive
factors. The personality of the manager spends the final two or three hours of the experience with the interview process,
can also be a make-or-break component shift being counter-productive. Has that and they have usually learned not to act
of an employee’s ability to thrive. The sparky candidate who showed impressive immaturely during the interview.
challenges are accurately identifying promise during the interview become dull
relevant environmental issues and or dim, or was he or she dull all along and We can understand maturity in a dealership
responding effectively to them. Perhaps the we just didn’t notice it? context if we think of how an immature
first challenge is the more important of the worker behaves. Of the many counter-
two, because once environmental issues are Staying power is affected by stress in that productive immature behaviors, the more
identified, there is hope of responding to stress can give a temporary adrenaline prevalent and obvious ones are being
them effectively. fix, but it doesn’t last. You might check driven by unrealistic goals or timetables,
vitality by orchestrating a demanding misplaced (smart-aleck) humor or big-shot
Use obvious behavior items because it interview process. If you involve two or talk or actions.
can be helpful to verify traits such as three interviewers who ask, among other
initiative, persistence and willingness to things, tough questions that demand Why is it that during the interview, we are
follow instructions through behavioral quick thoughtful answers, the low vitality more influenced by product knowledge
interviewing or profiling. The fact that we candidate will begin to reveal himself or or enthusiasm than critical clues to
are facing a candidate who responded to herself on the second or third interview. immaturity? Why is it we miss the essential
a “sales help wanted” ad and has 12 years importance of a candidate blaming his or
of experience selling vehicles is useful Finally, even though we know of no her availability on an overly-demanding
information. While noting the candidate’s definitive studies on the subject, there are boss or unfair performance expectations?
gestures, answers to our career questions some who believe there is a correlation Dig deeper and ask what it was about
and product knowledge, plus signals between vitality and general robustness. that supervisor that made him or her so
such as pace of speech and expression This can be an important economic overly demanding? Similarly, when asked
of vision, we can safely conclude that a consideration when hiring people paid in about the future, make careful note of the
candidate matches (or doesn’t match) our any manner other than commission based immaturity reflected in a response such as
expectations for a sales or an after-market on actual performance. “I want your job (or to be president) in three
position (given decent references). years?”
Self-confidence is important whether you
Vitality, self-confidence and maturity are are hiring a counter manager or an F&I Immature people simply don’t last.
some behaviors that are more difficult manager. It has less to do with personality
to uncover during an interview; there than it does with character development Just as a profile objectively verifies the
are others that are very easy to fake. and comfort with one’s own personality behaviors we think we are seeing in the
Environmental incompatibility -- that is, whatever that might be. The business issue interview, so also should a behavioral
a basic incompatibility with the realities here is that the self-confident person is profile worth its salt give essential insight
of a workplace (including supervisor less likely to exhibit varying patterns of and hopefully verification of vitality, self-
personality and the presence or absence of a behavior, or better said, he/she is more apt confidence and maturity.
system of management with accountability) to be consistent in his/her behavior. This
is the single greatest cause of turnover. suggests that the person who comes across
as a certain type with self-confidence during
The second greatest cause of failure in the interview process is more likely to show
the work environment is not the basic that same behavior a week, month or years
personality required to perform effectively after beginning employment.
on the job. It is, rather, those elements of Carol Martin is a Senior Consultant
behavior that are both difficult to see and Self-confidence is more easily recognized with The Omnia Group. She can be
easy to fake: vitality, self-confidence and and harder to fake than vitality or maturity, contacted at 800.601.3216, or by email at
maturity. but it is something we often forget or cmartin@autosuccess.biz.
24 successful solutions at www.autosuccess.biz