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feature solution
leadership solution
marketing solution
sales & training solution
CARS: TRAFFIC COUNTS, ATTITUDE AND BASICS
MAKES THE SWITCH AND WHY...
Don’t Let Your Facebook, MySpace or Twitter Account Get Your
DECIDE THAT WHAT YOU ARE DOING IS REALLY
REPUTATION MANAGEMENT STRATEGY, PART 2
WANT A ‘GOOD DEAL FOCUS LESS ON PRICE
BUILDING A TOP-RATE SERVICE DEPARTMENT
THE ONLY CONSTANT IS THE ART OF SELLING
HOW THE TASCA AUTOMOTIVE GROUP LEVERAGES
POS VISUAL MEDIA ADVERTISING - THE BEST
CREDIT CARD PROCESSING TODAY - WHY IT
BEST-IN-CLASS TECHNOLOGY AND WORLD-CLASS
WHY DEALERS NEED A SOCIAL MEDIA AND
SIMPLE STEPS TO ESTABLISHING RAPPORT
TASCA AUTOMOTIVE GROUP
CHOOSE TO WIN OR CHOOSE TO LOSE
THE POWER OF A POSITIVE ATTITUDE
IS CRITICAL TO YOUR DEALERSHIP
WHY VELOCITY MANAGEMENT?
NOTHING FAILS LIKE SUCCESS
AND MORE ON OUTCOME
WHAT YOU WANT TO DO
DEGREE OF DIFFICULTY
CONSULTING TO DRIVE RESULTS
BANG FOR YOUR BUCK
SALES FORMULA 2009
’?
Dealership Into Trouble
BE CAREFUL:
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By ErikStuttz
RichardLibin
SteveBrazill
GeorgeDans
RalphPaglia
StephenR.Covey
MarkTewart
PaulCummings
TomHopkins
KirkManzo
ChuckPatton
MattBaker
EricSelby
DalePollak
AdamDaniels
SeanV.Bradley
November 2009
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pg 4
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pg1
pg1
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george dans dale pollak chuck patton

5. leadershipsolution StephenR.Covey SteveBrazill
leadershipsolution
NOTHING FAILS DEGREE OF
LIKE SUCCESS “As you ponder
your challenges,
consider if you
DIFFICULTY
Are you struggling based on the evidence of results or lack of need a new One of the useful customer makes his or her first-ever visit Perhaps you will want to run a simple score
to make changes or results, we need a new approach. mindset, a new features of running a to your dealership. This should be a joyous on your operation. For every employee you
respond to changing conditions? I know skillset or toolset. business is the frequency with which we get event in the life of your business – an have who makes difficult work appear easy,
many people right now are being forced to As you ponder your challenges, consider to “go to school” on other businesses. We opportunity to create a favorable first give yourself a point. For every employee
change the way they work or live because if you need a new mindset, a new skillset You may need to get many opportunities to be someone else’s impression and launch a relationship that who makes difficult work appear difficult,
of our turbulent environment. What we or toolset. You may need to adjust your adjust your view, customer, and it’s instructive to observe will provide a revenue stream that lasts for give yourself zero points. And for every
might all consider in these times is what the view, try a different perspective or a new try a different how they treat us. decades and, when managed well, leads to employee who makes easy work appear
great historian Arnold Toynbee once said: way to think about it. You then may need to perspective or referrals that spawn even more multi-decade difficult, subtract a point. (If you have any
“Nothing fails like success.” acquire some new skills or tools to tackle a new way to I recently had an experience reminding me revenue streams. employees in that category, please ask
the problem. Whatever the case, you may think about it. that an employee’s customer service skills yourself a simple question: Why?) It goes
What does that mean exactly? Well, if you need to find a new model to drive success. You then may can generally be categorized into one of So what happens when that new customer without saying that your score should be a
This can be an exciting proposition because three levels:
consider the challenges you’re facing, you need to acquire 1. Makes easy tasks look difficult
enters your dealership? Are your people positive number. Congratulations if your
might just be using an old approach that you will most likely find new growth some new skills so preoccupied with their “difficult” jobs score is equal to your number of employees.
isn’t equal to the challenge. In other words, and development in the process — this is 2. Makes difficult tasks look difficult that they muff the opportunity to create a If it is less than your employee count, you
success!
or tools to tackle 3. Makes difficult tasks look easy
when we have a challenge and the response good first impression? If a new customer, have work to do.
is equal to the challenge, that’s called
the problem.”
Employees who make difficult tasks look being unfamiliar with your business (as
success. But once we have a new challenge, Remember: Nothing fails like success. Be new customers tend to be), wanders into A final thought: At which level do you
vigilant and be ready to continually learn easy are worth their weight in platinum.
the old, once successful response no longer They serve as role models for others in your the wrong department, asks the wrong perform? You can bet your employees are
works. That’s why it’s called a failure. and adapt to new challenges, which will questions or shows up without an important keeping score on you!
surely come your way. organization, calmly put out fires and slay
problems while spreading confidence and item of paperwork, how will your people
We have to examine our paradigms (our enthusiasm in their wake. As powerful as respond? Picture a fork in a road. Now
Stephen R. Covey, Ph.D., is co-founder
view of things), our tools and our skills to of FranklinCovey, and is the author of their impact on other members of your team picture an employee who routinely makes
Steve Brazill is the chair of automotive
determine if we’re approaching the problem The 7 Habits of Highly Effective People. can be, that is nothing compared to their everything appear so easy that a new marketing for Northwood University,
in the right way. As a first step, we may even He can be contacted at effect on your customers. customer’s transition to your store feels like Texas Campus. He can be contacted at
step back and make sure we’ve correctly 866.892.6363, or by e-mail at a no-brainer. Now picture an employee who 866.861.1515, or by e-mail at
defined the problem. Then we need to see if, scovey@autosuccessonline.com. Consider what happens when a new makes that process feel difficult. sbrazill@autosuccessonline.com.
0 0
8 9
www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional

6. marketingsolution ChuckPatton
BUILDING A TOP-RATE
SERVICE DEPARTMENT
In down times, can when they drop off their car. Maybe
like we’ve all just customers realize that, or they have more
experienced, dealerships often rely on service time, or more people are not working. The
departments and fixed operations to ride number of waiting customers used to be about
out the storm. I recently sat down with Pat 25 percent. It’s now more than 50 percent,
Arnotte, service director of Delaware’s Porter and it’s pretty steady across the board with
Automotive Group, an organization that has people I’m talking to. If you want volume
shot to the top ranks of service departments coming through your store, you need to bring
in the northeast United States. in more of these waiting customers. The more
waiting customers you bring in, though, the
Chuck Patton: Pat, tell us a little bit harder it is to load up your shop, because
about your background, and how you’re constantly pulling techs off of big jobs
you came into this industry. to get these customers in and out. It’s just
Pat Arnotte: Well, my mother was actually really tough with the waiters. “The biggest thing that I see most dealers
a controller in the car business for more than not utilize is their own database.
40 years. From the time I was 12, I washed CP: How have the marketing needs They have names, addresses, phone
cars in the summertime until I got a driver’s of service departments changed in numbers, years, makes, models and
license and started to deliver parts and work recent months? mileage. In my stores alone, we have
my way up the parts side. At 22, I was a parts PA: There have been big changes. Things that information on 22,000 people.
manager, and was parts and service director have worked in marketing for years just aren’t What I do with that information
by the time I was 26. I’m 43 now, and have working now. We’re trying to come up with
been doing it ever since. new and different ideas to drive some traffic is what drives traffic in my store.”
through marketing, but there isn’t a “get rich
CP: Tell us about your dealership, quick” scheme like there used to be. I used makes, models and mileage. In my stores
Porter Automotive Group. to be able to throw out “20 percent off” in a alone, we have information on 22,000
PA: We’re located in Northern Delaware, direct mailer, and my shops just flooded with people. What I do with that information
and are part of the Philadelphia market. Our work. Right now, will it drive some traffic? is what drives traffic in my store. I talk to
group includes Nissan, Chevrolet, Hyundai, Sure, but not like we were used to. service managers who say, “I bought a Polk
Ford and Mitsubishi franchises. Our Nissan List.” Why would you buy something when
store is the store I originally took over seven CP: Why do you think that is? you have plenty of information on your
years ago. They were No. 6 in a district of PA: The customers want to get in and out own to extract from your own database.
10 stores in customer-paid labor. That store fast and not spend any money. Even when Mine it! You can do model-specific mailers,
is now the No. 2 customer-paid dealer in you show them that their brake pads are mileage-specific mailers, “lost-souls” mailers
the whole New York region, or the eastern metal to metal, some people just don’t have – whatever you want. It’s information you
region, which runs from Maine all the way the money and aren’t buying. I’d like to already own and can easily get. Data mining
down to the bottom of the state of Delaware compare the amounts of tickets over $1,000 is what really can make you a fortune if you
— that includes all the Philadelphia, New this year to those last year at this time. I think can figure out how to do it.
York and Boston stores, and our sales we’re doing a lot more of those tickets than
volume is nowhere near what some of the we were before, but what we’re not getting is Next month, we’ll conclude our interview
other stores are. We do a very good job with that mid-range, the $300 - $500 maintenance with Pat Arnotte, and talk about the changing
retention. jobs. The customers aren’t getting the 30,000 expectations of service managers, some of
mile service – they’re just getting the oil the most common mistakes service managers
CP: Describe how the changing changed. can make, and some words of advice.
market has changed the way service
departments do business. CP: What opportunities exist for
Chuck Patton is the founder and CEO of
PA: One of the craziest things I’m seeing dealers that are easier to realize than Traffic Builders, Inc. He can be contacted
right now is the number of customers who they might think? at 866.859.8520, or by e-mail at
wait while their vehicles are being serviced. PA: The biggest thing that I see most dealers patton@autosuccessonline.com.
When a customer comes in and waits, you not utilize is their own database. They have
really can’t sell them as much work as you names, addresses, phone numbers, years,
1
0
www.autosuccessonline.com

7. to the commitment and loyalty of their fans. as a nationwide in-dealership consulting with a customer and ensure every customer gets a Tasca experience. Since our custom CRM
The NHRA is known for its open-pit policy, company, to partner with a company that process is spelled out — most of it is automated and all of it is measurable — I have access
which allows fans an up-close and personal delivered dealers a proven solution, as well. to every report I need to manage my people. We can continuously improve our consistency,
view of the race cars and crews. You can So, we aligned Tasca University with the professionalism and customer loyalty.
watch firsthand how mechanics can rebuild same CRM company, VinSolutions, that
an engine in no time, or feel the power of a Tasca Automotive now uses to help other AS: Why is it important to measure and track performance?
fuel-burning engine when the team test fires dealerships throughout the country combine ES: The best part about our new custom VinSolutions CRM application is that everything is
the engines. It’s not unusual for the drivers this custom technology with the people and measurable. The biggest mistake that dealers and managers make is failing to use the reports
to be found in their pit areas mingling with processes within automotive dealerships. they have available to them. A few minutes a week, or even once a month, can provide a great
the fans and signing autographs. It’s no snapshot of how things are going, who is excelling and where your process needs fine-tuning.
wonder that NHRA continues to have one of At Tasca University, we are unlike most We use these numbers to refine and adjust our strategy so we can continue to improve our
the most loyal fan bases of any sport. training companies in that we develop a business. Our CRM application has certainly become the primary focus of our operations, and
curriculum built around two perspectives. it really encompasses the whole dealership. When it comes down to it, whatever we’re doing
Likewise, at Tasca Automotive Group, is working. Our general manager, Carl Tasca Jr., might have said it best: We are excited about
their continued growth and success can First, we deal with the procedural and what we have accomplished, but we are most excited about what the future holds.
be attributed to the “Tasca Way” of doing mechanical aspects of implementing a
business, which focuses on customer CRM initiative within a dealership. Second, Whether in the pits or the showroom floor, whether you are a racing fan or a dealership
satisfaction. While the organization has had we look at the implementation of the customer of the Tasca family, you are sure to get a feel of their passion for leveraging
some of the highest CSI scores in the nation, technology, people and processes to create incredible industry-leading technology and their genuine loyalty to those individuals
Tasca Automotive has been able to increase a success or desired result. Certainly, both who are the sole reason that organizations like the NHRA, Ford Motor Company
their sales and CSI further by leveraging play an important role in the overall success and the Tasca Automotive Group continue to thrive.
best-in-class customer relationship of any CRM and training program, but they
rarely play a role in developing the culture Erik Stuttz is a partner and vice president of Tasca University. He can be
management (CRM) technology and contacted at 866.402.0697, or by e-mail at estuttz@autosuccessonline.com.
their internal Tasca University consulting necessary to win in the long term.
program. These factors have driven their For more information about VinSolutions, contact Sean Stapleton at
This is what makes us different at Tasca 866.396.5266, or by e-mail at sstapleton@autosuccessonline.com.
people, processes and technology with University. Bob says that everything we
measurable results. do at Tasca University is principle based,
and that principles don’t change over time
We recently sat down with Erik Stuttz, and are the fundamental building blocks
partner and vice president of Tasca necessary to establish the culture needed to
University, to learn some of the secrets of win in the long term. He reminds us that,
their success. at the end of the day, the customer will not “By combining these core values developed
remember much about what was done or over the years with best-in-class CRM
AutoSuccess: How did you get even said, but they will never forget how we technology, and then couple that with our
started leveraging technology to made them feel. Tasca University consulting, we can provide
increase CSI and sales? dealers a proven solution that drives proven
Erik Stuttz: We researched the best By combining these core values developed results. It’s the ultimate combination
CRM providers in the country, looking over the years with best-in-class CRM
to partner with a company that had necessary to operate now, and in the future.”
technology, and then couple that with
a proven automotive track record of our Tasca University consulting, we can
delivering results. We wanted a CRM provide dealers a proven solution that
that was designed to help our sales and drives proven results. It’s the ultimate
service departments maintain an ongoing combination necessary to operate now, and
relationship that fits with the Tasca Way. in the future.
After researching what the best dealers were
doing, we signed up with VinSolutions, a AS: How did you tie together
company that we believed could help us VinSolutions’ CRM technology and
achieve our goals our way. your own people and processes at
Tasca Automotive?
AS: How does this new CRM ES: Technology will help maintain
technology tie in with your consulting communication with your sales and service
company, Tasca University? ownership base, but that is only as good as
ES: Our new CRM provider gave us a way the people, process, training and support
to maintain ongoing communication with that comes with it. When we launched our
What does a hot rod and a drag racing organization have in common with a rural family- our sales and service customers within our new CRM initiative internally within Tasca
operated dealership nestled in the quiet timberlands of Cranston, Rhode Island? entire automotive group. We now have a Automotive, we took the entire management
seamless, customized program to enable us team off-site for two days to clearly define
In a name, it’s “Tasca.” Tasca Automotive Group, a third-generation family business, shares to communicate with our client base, and our mission and vision, and created a step-
the expertise and enthusiasm of their vice president, Robert “Bob” Tasca III, with the world’s that is important to us because we don’t do a by-step action plan for getting there. As a
largest and loudest auto racing organization, the National Hot Rod Association (NHRA). Bob, ton of advertising. result, we’ve developed a sales and service
a hot rod enthusiast and pilot of a Ford Motorcraft Quick Lane Nitro Funny Car, has been model that defines exactly what needs to
racing as a professional for two years. In that short period, he has already won two major Our philosophy at the dealership for more be done, how and when it needs to be done
national events —The Gator Nationals in March and the Toyo Tires Nationals in August. And than 65 years has been to rely on repeat and and who is accountable, as well as defining
don’t let the name fool you — it’s no laughing matter when the funny car that Bob is driving, referral business, and our new CRM system the performance results we need in order to
a modified ’09 Shelby Ford Mustang, makes 8,000 HP and accelerates to 310 MPH in just from VinSolutions provides us a better way measure how well we’re doing.
over four seconds. to serve our customers.
We’ve created sales and service playbooks
1 But the NHRA, Ford Motor Company and Tasca Racing have more in common than just a We wanted Tasca University Consulting, that clearly define, in detail, how we
2 manage the entire life of our relationship
vibrant presence. The continued growth and success of these organizations can be attributed the division of Tasca Automotive that serves

8. sales&trainingsolution DalePollak MarkTewart
leadershipsolution
WHY VELOCITY CHOOSE TO
WIN OR CHOOSE
MANAGEMENT? TO LOSE
For the past several operating to remain profitable. a “must have” for a Velocity dealer. Traffic is slow, Did you allow your expenses and debt to
years, I’ve been business is weak, the get too high? Did you allow weak processes
making a case for a new method of used The need for such a profound change is The technique that Velocity dealers use has economy stinks and banks aren’t buying. and accept less-than-favorable results?
car management that I call “Velocity.” The very difficult for many dealers to embrace. two steps. First, the Velocity dealer takes Repeat this mantra 100 times and see how Did you create an on-going relationship-
basis for needing a new strategy for making Instead, many continue to price vehicles in special care to know the individual physical you feel. I promise you that if you replay based marketing program to your existing
money in used cars is the fact that the the hopes of capturing the large grosses of qualities of each and every vehicle. Some this message enough, you will believe it as customers, or did you ignore your most
Internet has transformed the used car market the past. In reality, this is the worst possible vehicles are special, some ordinary, some absolute truth and become depressed and valuable asset — your customers? Did
into an efficient market. strategy to achieve profitability in today’s replaceable and some simply one of a kind. desperate. No matter what circumstances you neglect to install and enforce daily
used car marketplace. Such qualities certainly matter in making the are at present, the choice is simple: You education? Have you massively self-
In an efficient market, buyers and sellers pricing decision. After the physical qualities choose to win or choose to lose. educated yourself on a daily basis to stay
have relatively equal knowledge of choices Once – and only once – a dealer comes to of the vehicles are assessed, the second abreast of all developments in marketing,
and alternatives. With the Internet providing terms with the reality that the old front end remaining consideration for knowing which The one single ingredient that is always technology, social media and marketplace
shoppers the ability to see every vehicle in grosses of the past will not return, the only vehicles should be priced high and which present in any success story is self- changes? Have you created a marketing
the market and how they are priced, why remaining question to be answered is how should be priced low is an understanding of determination. You are always responsible. plan based upon measurable direct response
should we believe that we will get lucky the lost profits will be replaced. The obvious their current supply and demand. Vehicles You are responsible for the good and you media that you continually tweak? Do you
as often as we used to? Do we believe that answer is that they can only be made up with with high demand and short supply can be are responsible for the bad — it’s just that allow excuses and surround yourself with
better negotiating tactics will overcome additional volume. Achieving additional priced with thousands of dollars of mark- simple. If you will allow any excuse for excuse makers?
customer’s knowledge of identical choices volume, however, requires a dealer to stop up while vehicles with high supply and failure — no matter how overwhelming the
and alternatives? Do we think that blowing pricing every vehicle with a large mark-up in low demand need to be priced aggressively evidence — you have sown the seeds for Success is based upon certain fundamental
up more balloons in the showroom or an attempt to recapture the large gross profits for a quick sale and a possible finance more excuses to follow. truths. Install and adhere religiously to those
putting a bigger gorilla on the roof will of the past. To do so is like shutting the opportunity. truths without fail and you will succeed.
make the difference? Simply stated, the oxygen off to a patient that is in desperate To succeed in good or bad economies Although everyone has setbacks, setbacks
business has changed, average front end need. The correct approach is the Velocity Equally important, the Velocity dealer must takes the exact same ingredients, but in are not failures and are only temporary signs
grosses will not be what they once were, method of management, which advocates change the negotiating culture of their tougher times it takes more resolve to keep to adjust and plan accordingly. Always ask
and we need to change the way we are opening the valves wide by pricing vehicles showroom to support their new pricing producing the successful ingredients. Your yourself, “What’s next?” Keep moving and
at or close to their strategy. The salespeople need to recognize success or failure is based upon your beliefs adjusting. Success and failure are ultimately
true transaction that an approach more oriented to volume and philosophy. If you do not have a belief a choice. The choice is yours.
point. Under than extraordinarily high average gross is system to support success and a personal
GET MORE SERVICE BUSINESS these conditions,
traffic and sales
needed. Therefore, sales managers must
fully comprehend that the dealership’s
philosophy of self-determination, you are
subject to all forces that cause failure.
Mark Tewart is the president of Tewart
Enterprises. He can be contacted at
AND REDUCE COSTS immediately vehicles are priced to sell, not to negotiate. 866.429.6844, or by e-mail at
mtewart@autosuccessonline.com.
WITH VIDEO E-MAIL!
increase and used To this extent, documentation replaces You must create an impenetrable mind
car operations negotiation in the showroom experience. — a mind that can sustain all attacks of
experience a Information is powerful and the Velocity negativity and philosophies of randomness. “You must create an
vitality and
vibrancy that had
dealer can use their superior knowledge
about each and every competitive vehicle in
The dirty truth is that most people do not
believe in self-determination. Most people impenetrable mind
$3500 COMPLETE PACKAGE been long lost. their market to demonstrate to the customer are excuse makers, and have philosophies of — a mind that can
In order to
that the offered price is truly a great value. luck and a welfare belief system.
sustain all attacks
Stay in front of your customers successfully The move from a traditional used car model In the United States, which is the richest of negativity and
implement the to a “Velocity” model is a journey. Habits country in the world, with resources and philosophies of
in a personal and unique way Velocity strategy, and practices that were successful in the past opportunities that can only be imagined by randomness. The dirty
dealers must have need to be replaced with new ones. The good people in some parts of the world, people
truth is that most people
It’s trackable and costs less than direct mail! new technology
and information
news is that today, many hundreds of dealers
are making the Velocity journey. These
make excuses everyday as to how they
cannot control their own destiny. It is much do not believe in
Service specials presented in a video format to make better
decisions.
dealers have found value in networking
with one another. Their shared experiences,
easier make excuses than to take control of
your own destiny. After all, how can it ever
self-determination.
Customers just click to print a coupon Specifically, challenges and successes help them navigate be your fault? The economy is so bad, and Most people are excuse
they must know and serve to reinforce the rewards. The you certainly don’t control the economy. makers, and have
CHECK OUT AMP-MAIL AT
A which cars can be growing community of Velocity dealers philosophies of luck and
www.advertisingm
www.advertisingmarketingpartners.com
ti priced high and is enjoying the rich rewards that are still The economy is made up of single micro- a welfare belief system.”
reduced slowly available to those that are willing to adopt economies that create a larger macro-
if necessary, and the necessary new strategies and tactics. economy. You do control your economy,
which vehicles and it starts between your ears. When you
need to be listen to the news and hear that things are
priced low and Dale Pollak is an author and the founder not good, do you allow that to be your
70
702-5
702-597-1091 reduced quickly of vAuto. He can be contacted at
866.867.9620, or by e-mail at
destiny? After all, if you hear it on the news,
david@advertising
david@advertisingmarketingpartners.com if necessary. it must be true, right?
dpollak@autosuccessonline.com.
Knowledge of
Please contact Lor Feiro or David Moline
Lori this difference is Let me ask you a few questions.
1 1
4 5
www.autosuccessonline.com the #1 sales-improvement magazine for the automotive professional