AutoSuccess .nov10

There’s a Reason Why More
Dealers Choose Dealer.com...

“From technology, to innovation, to support, I’ve had an
extremely positive experience with Dealer.com. One of
Dealer.com’s greatest advantages is the reporting. The
speed of the reporting tool, the ease of use and the timely,
relevant data allow me to make changes on the fly.”
Andrew DiFeo, General Manager
Hyundai of St. Augustine

SEARCH MARKETING | DEALER WEBSITES | LEAD MANAGEMENT | PERFORMANCE ANALYTICS
888.785.5418 | www.dealer.com | sales@dealer.com

2010 Top Rated Web 2010 Net Promoter® 2010 Diamond Award 2010 Automotive
Provider, DrivingSales.com Score Survey “Best Website Provider” Website Awards

Top Awards for Websites, Top customer service Auto Dealer Monthly Pinnacle Platform Award
SEO, and Internet ranking in the nation’s 2010 Dealers’ Best Online Advertising
Lead Management software industry Choice Awards Tool Award

THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL
AutoSuccess Magazine is published monthly at 3834 Taylorsville Rd., Building A, Ste. 1B Louisville, KY 40220; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69
per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice
and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other
magazine to which this magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in
whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling
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Susan Givens, Publisher Thomas Williams, VP & Creative Director Dave Davis, Editor & Creative Strategist Brian Ankney, Account Manager Susie Horne, Account Manager
John Warner, Sales-Improvement Strategist
sgivens1@autosuccessonline.com design@autosuccessonline.com ddavis@autosuccessonline.com super6@autosuccessonline.com shorne@autosuccessonline.com
jwarner@autosuccessonline.com
feature solution

leadership solution

marketing solution
sales & training solution

turning your reviews into a marketing machine
penske revolutionizes online marketing with

you’ve gathered those 100+ positive reviews, now put them in motion
what’s your best price? i’m glad you asked
,

turning customers into buyers through build-up and take-away
the death of the traditional dealership

penskecars.com + penskesocial.com
how to land a sale on a strip-line
three steps to building a dynamic

automotive dealership websites
empowering your sales staff

successful dealership part 1
workforce in the dealership

14 traits that exist in every

tax season is growing again
,

and digital marketing
unfair? you bet it is...
an interview with davidWithnell

part 5
18
22
26

24

14
20
30
10

28
32

08
markTewart

terrySheridan

mattBaker

scottJoseph

chipWiley

seanv.Bradley

richardWinch
howardLeavitt

susanGivens
JimRadogna

marshBuice

4
6

2

pg1
pg2

pg3
terry sheridan howard leavitt chip wiley

SusanGivens marketing solution

penske revolutionizes online
marketing with penskecars.com
+ penskesocial.com
By offering consumers a one-stop shopping
portal to thousands of vehicles, a recently
launched Website is bringing together dealers
from across the United States and increasing
their visibility to the car-buying public.

Penske Automotive Group has launched
PenskeCars.com, a national Website that
makes it easy for consumers, employees and
partners to research, shop and maintain their
vehicles 24 hours a day, seven days a week.
And, by combining traditional marketing with
a social media component, Penske properties,
their partners and thousands of employees are
looking to build a national network by creating
a fully integrated social media platform.

“We did a lot of testing and took our time
before we did the launch,” said Terri Mulcahey,
Vice President of Business Development at
Penske. “Consumers wanted lots of photos,
vehicle history reports and multiple search
options. Now they can browse through our
one-of-a-kind inventory 24 hours a day, seven
days a week when it is convenient for them.”

PenskeCars.com allows consumers to view By creating a contest that
and compare nearly 25,000 new, certified and consumers can enter to
pre-owned vehicles, representing more than win smart phones and VIP
40 brands located at 173 of its retailers across racing experiences, the
the country. The site also provides consumers company has created a viral
a simple method to schedule maintenance social media event to spread
and repair services at their local Penske the word about the portal
Automotive dealership. in ways that traditional
marketing cannot. The
The complete consumers experience includes contest platform uses
extensive vehicle information including sophisticated technology
photos, videos and Carfax history reports that allows a contestant
for pre-owned vehicles and warranties. “Not to increase their chances
only can consumers browse the more than of winning by sharing
25,000 new and used vehicles, but they can the contest via Facebook,
even schedule service appointments online,” Twitter or e-mail.
Mulcahey said.
“The Penske brand is perfect
PenskeCars.com also is designed to integrate for social media because it is
with social networks so consumers can interact a name people trust, and that
and connect with each other while sharing is the foundation of a successful social media
news, events, photos, videos and promotions strategy,” said Sean Wolfington, owner of the Susan Givens is the publisher of AutoSuccess.
from all of the company’s dealerships in the marketing company that launched PenskeCars. She can be contacted at 877.818.6620, or by
United States. com and Penske’s Social strategy. e-mail at sgivens1@autosuccessonline.com.

08 autosuccessonline.com

MarshBuice sales & training solution

what’s your best price?
i’m glad you asked
Not a day goes by that a salesperson is not comes when preparation meets opportunity.” presentation is not geared specifically towards
asked, “What’s your best price?” If this Discipline will beat talent every time. Building your customer’s wants and needs, it could result
question is handled in an insincere way (if the proper foundation of knowledge is critical in a lost opportunity for a sale. You should
answered at all), it could send a customer toward becoming successful. As it is written, present your product that will address questions
in a rage with smoke billowing out of their “It is like a person building a house who digs such as: Who is the main decision maker?
ears ready to pummel the salesperson for not deep and lays the foundation on solid rock. What is the need for your product? Why is your
answering the question. Price has very little to When the floodwaters rise and break against product superior to your competitors’? When
do with making a sale. Don’t believe me? If that house, it stands firm because it is well will they need your product? How will your
price had anything to do with purchasing a cup built.” If you are disciplined to study not only product serve their needs?
of coffee, why would anyone pay five times the everything about your product, but also the
amount for a cup of “celebrity” coffee when relevant information of your competitor’s
c — collate everything into a
they could pay far less at the “get-it-and-go” product, you will beat the most talented,
professional, tailor-made
gas station? Customers pay for two things: undisciplined salesperson. Talent is what you
sales presentation:
experience and value. When experience and can do naturally; discipline is a regimen that
value outweigh price, a purchase is made. An develops or improves a skill. “Nothing is more You must, must, must display enthusiasm
investor — a.k.a. customer — questions what common than unsuccessful people with talent.” when presenting your product. Zig Ziglar
the potential gain will be for the risk taken. maintains, “For every sale you miss because
Put another way, will the return exceed their r — remember: you are too enthusiastic, you will miss a
investment? It is time to stop being defensive Patricia Fripp put it best when she said, hundred because you are not enthusiastic
on price and begin to embrace the thinking “Remember, it’s not your customer’s job enough.” Preparation breeds confidence;
behind P.R.I.C.E. to remember you. It’s your obligation and confidence makes way for enthusiasm;
responsibility to make sure they don’t have enthusiasm paves the road for the sale.
p — prepare: a chance to forget you.” Your stage is an
Henry Hartman said, “Success always opportunity to showcase what you and your e — establish a relationship
product can do for with your customers:
your customer. This is the most important stage in the sales
Keep in mind that process. Customers do not want to know
even though you what you do; they want to know you care
have performed about them. Selling is just like dating — a
your show (product transference of feeling. When you meet
presentation) many someone, you work hard to establish rapport,
times each day, six
credibility and trust. If you can establish those
days per week, the
key ingredients, you may get a second date. In
customer has not
his new book, The Sales Bible, Jeff Gitomer
seen your show.
Think as a Las wrote, “If you make a sale, you can earn a
Vegas performer commission. If you make a friend, you can
— perform for the earn a fortune.”
audience as if every
night is opening So the next time a customer asks for your
night. Create best price, confidently respond by saying,
a carnival-like “I am glad you asked!” Know that your best
atmosphere for your price comes from all of the preparation in
customer that will your product, remembering to make their
be enjoyable to both experience unique and fun by identifying their
you and them. wants and needs, collating all of it together
onto your “Vegas-style” stage, all the while
i — identify the remembering throughout the sales process you
needs of your are establishing a personal relationship with
customer: them. As long as you walk on this earth you
Each customer’s are going to be something; you might as well
needs are as unique be successful.
as a thumbprint
— they are all
different. Do not
make the mistake of
Marsh Buice is the sales manager of Mark
giving a “canned” Dodge, Chrysler, Jeep. He can be contacted
presentation to every at 866.535.5006, or by e-mail at
customer. If your mbuice@autosuccessonline.com.


Withnell Dodge looked to a
familiar place for assistance. With
direct help from their CRM partner, Withnell and
their CRM consultant designed a strategic marketing road
map. They integrated numerous digital strategies into one cohesive
plan that not only made sense, but was easy to implement and execute.
“Combining various media in different ways gave us the flexibility to
reach our customers in a method that best suits them,” Withnell said.
“With the availability of eNewsletters, digital Web ads, timely equity
alerts, permission-based marketing, and managed campaigns, along
with the help of our consultant maximizing the use of each piece, this
has proven to be the right and profitable approach.”

The overall strategy that Withnell adopted changed with the
implementation of their marketing solution. David began meeting
weekly with his GM and others to hammer out their messaging and
target audience. Once this is decided, their consultant does all of the
work for them — determining timelines, media selections and execution
strategies, all the while keeping ROI top on the list.

the results
In the last two years, Withnell Dodge has seen an explosion in
improvement. From 2009 to 2010, they generated a 358 percent
increase in campaign-related sales. “A utilization of everything
available to us, along with the drive for success from our consultant,
has made this happen,” Withnell said. They have already executed 14
campaigns in 2010 and are actively planning more; this will push their
sales even further and encourage the level of consistency in customer
touches the dealership so desperately needed. “Consistency in customer
touches, coupled with the pattern in which they are sent has been the
single greatest improvement to our execution since moving to a digital-
the challenge based marketing strategy,” Withnell said. The dealership has proved that
In recent years, few have been untouched by the challenging downturn in sending the right message, to the right customer, at the right time is the
the economy. Withnell Dodge in Salem, OR was no exception. Learning biggest component to the entire strategy.
from past mistakes and embracing new efforts was the only way that
David Withnell felt he would be able to turn things around and remain Along with improved sales, Withnell Dodge is also seeing an increase in
competitive in his market. The days of waiting for the doors to swing and gross from customers sold through their business solutions campaigns —
customers to flock to his store had long passed. a nine percent increase in new car sales during the last three months, to
be exact. “Maintaining contact with our customers generates loyalty and
Discovering how to change this ineffective model by looking in the a level of comfort that breeds trust, and results in better sales,” Withnell
mirror may have been the hardest part. Improving customer retention, said. The dealership maintains its presence, but doesn’t overwhelm its
maintaining long-term contact through the customer life cycle, customers, as there is a fine line between advantageous and annoying
changing the haphazard approach to follow-up and advancing into the that constantly has to be monitored. “Customers will let you know when
modern era of digital technology were all things that needed to happen they are getting too much,” Withnell said. “You have to listen and keep a
— simultaneously and soon. ‘quantity vs. quality’ thought when designing the message.

the solution “In today’s world,” Withnell continued, “no one product will solve
“Once all of our needs for improvement were clearly identified, we all problems; however, the combination of effective
were able to move forward,” said David Withnell. “Finding a solution
that worked with much more consistency and accuracy, while providing
measurable ROI, was the only answer for us.” Withnell Dodge decided
to take matters into their own hands and manufacture sales. “Waiting
wasn’t an option; we had to make it happen.”

tools through
our CRM solution
enables us to best meet our
customer’s needs. This is seen in the
sales we are able to manufacturer month after
month.” One such tool is their professionally designed
digital Web ads. Created with dealer involvement, these highly
engaging e-mail marketing pieces feature specific, monthly messaging
that speaks directly to each target audience. Follow-up campaign This
tactics are then employed to generate immediate, and best of all, renewed and
trackable results. collaborative approach
has given Withnell Dodge a leading
One such campaign recently featured 10 vehicles less than $10,000. edge. Generating sales during even the worst
Searching out the best demographic with interest in this specific category economic times kept them from struggling like many
of vehicles, along with a custom-designed Web ad resulted in a 98 in the industry. Maintaining their market presence instilled trust
percent delivery rate, 12 percent open rate (well above the industry in their clientele, creating lifelong loyalty that is so desperately sought
average) and a gross of almost 50 percent higher than that of a normal after in any industry, but specifically that of the automotive world. They
sale. The return far exceeded their expectations. “Our ‘10 Under 10 now have a better understanding of a customer’s life cycle and can
Campaign’ was a huge success. We couldn’t be happier with the results, therefore market to it more effectively.
and can’t wait to do it again,” Withnell said. “Web ads allow us to
pinpoint a single message to a targeted group regarding everything With the right partner, industry leading tools, and customized approach,
from events, vehicles, incentives, products and more. This level of Withnell continues to manufacture sales through the best digital
individualized messaging extends to both the topic and recipient as they technology available to auto dealers today.
feel it was custom designed for them, proven by the results from our ‘10
Under 10 Campaign.’” For more information about David Withnell or Withnell Dodge in Salem,
or, visit www.WithnellDodge.net.
And the success continues each month. Their March campaign resulted
in 10 sold vehicles with a 14 percent increase above the average gross, For more information about Autobase, contact the director of marketing,
while a June service campaign resulted in 139 repair orders, averaging Steve Lausch. He can be contacted at 866.626.7128, or by
e-mail at slausch@autosuccessonline.com.
more than $200 per person. “Without the professional efforts of our
CRM consultant to help drive these campaigns, we would have never
seen such great results,” Withnell said. “I attribute a lot of this success
to the partnership we have developed, which will further drive our
efforts for a long time to come.”

ChipWiley marketing solution

tax season is
growing again
For years, car dealers have looked to the first minutes or less. Funding of a tax refund has The traditional refund season of January and
quarter and tax season for a boost in cash flow. also dropped from days to a matter of hours. February is still strong. Over the past couple of
Retailers who are not prepared to capitalize are Truly, a lot has changed. years however, November and December have
missing the boat on this once-a year cash-grab become prime selling seasons. Dealers who
that arrives every January. Before 2006, obsolete technology made the possess more flexibility in their financing options
process painstaking and time-consuming. are even moving cars in the fourth quarter in
Do you realize how much free money is out The upgrades over past few years have anticipation of the upcoming tax refunds. They
there for your customers? rejuvenated the once-disenfranchised dealers, simply estimate the customer’s tax refund to-be
who are now thrilled with the speed and ease and move the vehicle on that figure.
A general rule of thumb is that a family with of current tax programs.
two children making $25,000 to $30,000 a year Using a pick-up payment is just one way to
will get a minimum of $5,000 back as a refund. These improvements make car dealers faster make this program work. It just depends on
Incomes as low as $16,000 can yield refunds of than the national tax chains. Customer’s can your individual state. The more helpful tax
$10,000. Most of that refund comes from the sit in a tax office waiting area for up to two companies, who specialize in dealer-customers,
Earned Income Tax Credit, which does not phase or three hours. Car dealer customers can be will assist you in setting up such a program.
out until a family earns nearly $50,000 a year. serviced immediately.
Remember, the customer is already making
The customer already knows this money is The vast reduction in the time invested relates plans on how to use their big tax refund check
coming. In fact, they are already planning on mostly to a minimum amount of data entry and that comes every January. Any dealer who wants
how to use it. processing. No actual tax experience is needed to succeed must work their way into that existing
to run a tax refund program from a dealership. mind-frame and think outside of the box.
In the tax business, drastic improvements to All responsibility and work is being taken on
technology and the use of the Internet have by the tax service provider. Chip Wiley is the GM and senior marketing
saved dealers more time and money than ever. advisor for Tax Refund Services Tax Max. He
Instead of a tax refund deal taking one or two As far as tax season is concerned, the actual can be contacted at 866.387.7217, or by
hours to complete, many can be finished in 10 tax refund season is expanding. e-mail at cwiley@autosuccessonline.com.

AutoRaptor CRM

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•
•
•


JimRadogna leadership solution

unfair?
you bet it is...
“Buyers are liars.” express consent to purchase the product • Over-allowing on a trade-in, thereby
• Informing or suggesting to a consumer that increasing the sale price of the purchased
I don’t think I was in the car business one hour vehicle or failing to properly disclose
before I heard that catchy little phrase. Sure the price of any F&I product is included in
the price of the motor vehicle negative equity
enough, over the course of my retail career, I
suspect I was lied to over and over again by the • Informing or suggesting to a consumer that • Misrepresenting the amount of rebates
best of them. the sale or lease of a vehicle subject to credit available to a customer
approval is a final or completed transaction • Engaging in payment packing, i.e. inflating
I’m not going to pontificate about what buyers payments, inflating down payments,
lie about and why — many of us could easily • Altering documents without the knowledge
and permission of all parties extending the contract term or in any way
write a book on that subject. Instead I’m going disguising the actual charges for goods or
to bring up what I think is an important point: • Obtaining a credit bureau without proper services.
Buyers can say pretty much whatever they authorization
want without fear of recourse; dealers cannot. • Knowingly delivering a vehicle where
• Failing to sell a vehicle at or below an the lender or lessor will not approve the
Yep, that’s right. Buyers can outright lie
advertised price, whether or not the consumer for financing according to the
through their teeth, but dealers are not allowed
consumer knows about the advertisement terms set forth in the installment sales or
to stretch the truth even a little.
• Advertising vehicles with intent not to sell lease contract, with the intention of re-
Doesn’t seem fair, does it? Well, it’s not. All them as advertised writing the contract at a later date
may be fair in love and war, but it sure isn’t • Failing to properly disclose deferred down
• Misrepresenting discounts in advertising and
fair on a car lot. For the most part, when payments
not disclosing important limitations
buyers lie to a dealer, they get to go on their
merry old way. But if a dealership is accused • Advertising claims such as “everyone • Knowingly misrepresenting a vehicle’s prior
of being dishonest with a customer, either by financed,” “no credit rejected,” or similar history or condition, either by commission
commission or omission, they may end up in a claims when the dealer is unwilling to or omission
courtroom or worse. extend credit to any person under any and all • Forging documents
circumstances
When you look at actual enforcement actions • Knowingly misrepresenting a vehicle,
• Engaging in false or misleading advertising, products or the terms being offered
and court cases against dealerships, there is
either orally or by way of media
typically one common element: the perception • Falsifying, or allowing to be falsified, any
that the dealer was less than completely honest • Advertising “no money down” or “zero information on a credit application
with a consumer. The laws allow for a very drive off” when there is actually some
money needed to achieve the advertised • Knowingly allowing a consumer to
broad interpretation of what is considered
payment amount (such as tax, license, participate in a “straw purchase”
to be unfair or deceptive. Here are some
common examples of accusations by plaintiff’s acquisition fee, etc.) • Misrepresenting the scope or extent of
attorneys and regulators: • Representing to a consumer that a vehicle is coverage under a service contract or
• Making false statements or failing to available for sale when it is not warranty
disclose material facts to a consumer
• Informing or suggesting to a consumer that It’s more important than ever to be very careful
• Oral promises made to the consumer that the an F&I product is a required purchase when dealing with customers. Plaintiff’s
dealer fails to deliver upon attorneys are constantly on the prowl for cases
• Informing or suggesting to a consumer that
• Misleading statements about APR, such as purchase of an F&I product will increase and regulators who recognize the political
“You won’t be able to get a better interest the likelihood that the consumer will be capital in going after dealers. There’s just no
rate than this,” when the buy rate is being approved for financing or that financing will upside to being accused of lying.
marked up be approved on more favorable terms to the
consumer The good news is that you can feel free to lie
• Communicating information in a manner to car salespeople in your spare time.
that may be misleading, either by • Increasing the selling price of a vehicle to
commission or omission cover a bank acquisition fee
Jim Radogna is president of Dealer Compliance
• Adding the cost of an F&I product to a • Intentionally overstating a vehicle’s value by Consultants, Inc. He can be contacted at
consumer’s purchase agreement or lease supplying an incorrect book-sheet or due bill 866.704.8657, or by e-mail at
without first obtaining the consumer’s to a financial institution jradogna@autosuccessonline.com.


SeanV.Bradley marketing solution

automotive dealership
websites and
digital marketing
Digital marketing has to start somewhere, but there are so many layers to it that it can be NADA says that you have a six percent OEM
confusing. Where do I start first? What is the best campaign? Should I focus on third-party closing ratio (within 30 days), and eight
providers or SEO or e-mail blasts? Let’s make some sense of it all. percent third-party provider closing ratio, and
a 16 percent or better closing ratio to your
First and foremost, with digital marketing everything needs to be thought out and calculated. We dealership Website, plus higher gross profit
are trying to create an opportunity, but what type? A phone call? An e-mail? “Internet Walk In”?
These are fine, but the best opportunities come from your Website. Why? It is a waste of money, however, if you spend
money driving traffic to your Website and your
Website sucks. And what do I mean when I
say a Website sucks? I mean it doesn’t have a
strategy. Many dealership’s sites look like they
were mass produced on an assembly line; there
is no uniqueness, and there is no unique value
package proposition. There isn’t a crystal clear
reason from the start why someone should buy
a vehicle from that dealership.

Here are some more facts:
• More than 88 percent of Americans go
online before they step foot into your
dealership
• The average prospect searches between
five to seven other Websites or dealerships
besides yours
• The average buying cycle is 45 to 55 days
• Average prospect spends more than six
hours online doing research

Put yourself in the customer’s shoes. If you
are the average prospect in the market for a
vehicle and you are researching online, you are
getting bombarded by a myriad of dealers who
are aggressively trying to sell you a vehicle.
How do you differentiate which dealership
to do business with? One way to decide is
researching the dealership’s Website. If you
go to the dealership’s Website and you find
nothing but generic, cookie-cutter information
and none of it gives you a clear reason why
you should buy a vehicle from that particular
dealership, how inclined are you to actually
buy a vehicle from that store?

Let’s redirect here and look at it from a
different perspective. How much more
successful would you be if the client was able
to go to your dealership’s Website and see right
there, clear as day, “Why you should buy a
vehicle from ABC Motors?”

If you have any questions about creating a
value package proposition for your Website
or you would like me to review your Website
for free and give you my opinion, please feel
free to call or e-mail me with the information
below.

Sean V. Bradley is the founder and CEO of Dealer
Synergy, a nationally recognized training and
consulting company in the automotive industry.
He can be contacted at 866.648.7400, or by
e-mail at sbradley@autosuccessonline.com.


Hansel Auto Group
used inventory turn

100% increase
14

7

Before After
vAuto vAuto

How did we top four generations of
success in our used vehicle operations?
We applied the power of the
vAuto franchise ... the results
speak for themselves.

— Justin Hansel, Vice President
Hansel Auto Group
Santa Rosa, California

Beyond the leading-edge technology. Beyond the exclusive features. Beyond the data-driven
insight. For a select set of dealers nationwide, vAuto has become much more. It has become
all the power and the privilege of a franchise — refocused on used car operations.

License to proprietary software proven to drive profitability. Access to the Velocity
Management™ playbook and coaches. Entrance to a community of like-minded, highly
successful dealers. Contact with customers predisposed to buying from you. It’s
“the franchise”— reinvented for today’s used car market. vAuto is The Franchise 2.0.

Get a live demo today. Visit www.vAuto.com/nextfranchise or call 888-365-1032.

MarkTewart leadership solution

the death of The average technician in a dealership can

PART 5
have tens of thousands of dollars invested in
education, tools and tool boxes. What about your
the traditional salespeople? What investment is the salesperson
making in his tools? What investment is the

dealership dealer making in that person who, with one bad
contact with a customer, can in the short term
cost the dealer thousands of dollars and, in the
The average dealership hires a salesperson and, to grave of their careers — is doomed to failure long term, hundreds of thousands of dollars.
after a brief introduction of paperwork, allows or mediocre results at best.
the salesperson to begin talking to and selling Education is not a sometime thing but an
to their customers. Some dealerships may send No longer can dealership leaders allow the everyday habit. Doctors, lawyers and brain
the salesperson to a meeting room to watch a idea to permeate their business philosophy surgeons don’t stop educating themselves upon
series of perfunctory training videos and then that veteran salespeople can’t, won’t or graduating from school. Would you want a doctor
672UsedCarDealer7.376x4.811-P1.qxp:1660
cut them loose on the showroom floor to sell. don’t need to be trained. The marketplace is
8/4/10 9:21 AM Page 1
to operate on you who has not been trained on
Either way, the day of unleashing an untrained unforgiving and cares only about results. An the latest techniques and best practices? I once
salesperson on a well-trained customer is dead. experienced salesperson without continual had a dealer tell me they were waiting to see if a
updated information and education is no salesperson was going to make it in the business
The days of counting on a steady stream better, and often worse, than an untrained first before investing in him. The only thing
of traffic and allowing salespeople to train new salesperson. The meaning at the root of worse than investing in a salesperson who does
through trial and error are over. The margin forthe word “sell” is “to serve.” At least a new not make in the business is not investing in a
error has been erased. The customers are now salesperson usually has an attitude of servitude salesperson who does make it in the business.
unforgiving in having salespeople on the job that may be lacking in an often jaded but
train at their expense. The customers, through experienced salesperson. For a free special report “10 Things Your
the use of the Internet and their information(2) Used Car Dealer magazine (NIADA Dealership Must Do To Be Successful” e-mail
gathering, have driven the competition for their Death is a cessation of movement and an
business to another level. unwillingness to adapt Assoc. Magazine, at the address below with “10 Things” in
Minn. Auto Dealerand accept change. me
Today’s marketplace demands that businesses the subject line.
Selling can no longer be taught solely as
1/2 page horizontal,
be staffed with team members who display
7.376 x 4.811
features and benefits. Selling is an educational, “teachable spirits.” Dealerships who wish to Mark Tewart is the president of Tewart
experiential process won by salespeople and be in a **Deadline August 6th
position to compete for a customer’s Enterprises, and the author of the best seller,
dealerships who have worked diligently at business will have an intense written, How To Be A Sales Superstar. He can be
becoming a category of one. A new salesperson communicated and required game plan for contacted at 866.429.6844, or by e-mail at
with a lack of intense education — from cradle continual education. mtewart@autosuccessonline.com.

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MattBaker sales & training solution

how to land a sale
on customers into buyers through build-up and take-away
turning
a strip-line
After a few months of sharing sales technique informed decisions and is the force by which family car. The other has a sportier look, feel
articles with AutoSuccess readers, I’ve received we manage Parent and Child egos. Your and drive to it. Is it fair to say you probably
a lot of requests for additional techniques ideal sales situation will involve you and wouldn’t be interested in something sporty like
and word tracks — especially ones regarding your customer both communicating through that?”
reverse selling. I’ll be the first to admit that this state. Physical characteristics of this ego Customer: “Yes, I would. I want something
this concept isn’t for everyone. Of course, include attentiveness and non-threatening sporty.”
many who’ve put forth the effort to master this gestures. Verbal communication from the Adult Salesperson: “Aren’t you interested in a more
technique have been well rewarded and feel ego is straight-forward with a tone of equality a family-oriented car?”
less pressure when selling. For most, however, and friendship, often using questions such as Customer: “No way”
it will require lots of practice, commitment and “Why?” What?” “How?” “Who?” Salesperson: “Why is that?”
time to comprehend. That’s usually why most
stop short. the child Note the beginning of the conversation in
This is our emotional state where anger, fear, this example. The salesperson approaches
Today we’ll be digging deep into the reverse insecurity or despair will dominate. People the customer in an Adult frame of mind.
selling technique and uncovering how to communicating from the Child ego will show The customer responds from the Child
develop and execute strip-line statements physical signs such as whining voices, rolling portion of his ego, demanding what he
that downplay customer’s interests to of the eyes or shrugging shoulders. Verbal wants. The salesperson had a good idea that
move you closer to a sale. Strip-lines are a communication from this ego is often in an the sportier option would be right up the
communication tool for salespeople looking emotional tone and includes statements such as customer’s alley, but needed a way to get the
to differentiate themselves from all the others. “I wish…” “I want…” “I don’t care…” “How customer reengaged in a more Adult to Adult
The type of personality or ego a salesperson come?” “That’s not fair…,” etc. conversation. By challenging the customer’s
communicates from will dictate how a wants, the salesperson helps the customer shift
customer reacts and vice versa. Until you’ve The ego that either the customer or the frame of mind from a Child to an Adult.
learned how to identify and manage your ego salesperson will communicate through is
(as well as your customer’s ego), word tracks determined by their feelings at that moment, Some additional examples of strip-lines
won’t get you far. How hard is it to identify and can easily shift at anytime. To ensure include:
and manage egos in sales situations? Believe it success in sales, the state of your ego and
or not, it’s as easy as P-A-C. the customer’s should remain at Adult. So “This may not wow you…”
what happens if the customer’s ego is more “I don’t suppose _____________ are a
P-A-C is an acronym for ‘Parent Adult Child’; Parent or Child? You, as the salesperson, must problem?”
the three root states of our ego according identify and understand the ego from which the “I don’t know if you need anything from me.”
to the theory of Transactional Analysis by customer is coming, then make an attempt to “I don’t know if I can help you, what are you
psychologist Eric Berne. While the name move them to their Adult. hoping for?”
may seem intimidating, the concept is quite
simple. According to Berne’s theory, when a One way to accomplish this is by using an When used correctly these phrases reverse the
salesperson and a customer communicate back aspect of reverse selling known as strip- sales situation requiring the customer to sell
and forth, they are doing so from one of three lines. Strip-lines are all about building up the the salesperson. After all, the most effective
ego states: parent, adult or child. customer’s ideal situation, then gently taking it sales pitch will always come directly from
away. For instance, let’s pretend you’ve spotted the prospects mouth. Strip-lining is one of the
the parent a male customer on your lot in his early forties, most effective ways of accomplishing this.
The Parent ego is our voice of authority. People dressed sharp but sporty. He’s told you what
communicating from the Parent ego will show price range he’s looking for, and you have a If you are interested in learning additional strip-
physical signs such as angry expressions or good idea of the cars in your inventory that line role plays and word tracks, e-mail me at
impatient body-language. Verbal communication will suit him based on his apparent interests. the address below with the subject line STRIP-
from this ego is often in a demanding, But the two of you seem to be struggling to LINE and I will send you a copy of G&A’s
authoritative or frustrated tone and includes get any closer to a sale. Why? Because you Guide to Improving Sales Talent: Strip-Lines.
strong, judgmental language such as the words and the customer are communicating on non-
“always,” “never,” “should” and “must.” compatible P-A-C levels. Here’s how you Matt Baker is the vice president of sales for
might fix this situation: G&A Marketing. He can be contacted at
the adult Salesperson: “We have two sedans in the 866.618.8248, or by e-mail at
This ego encompasses our ability to make price range you want. One is a nice spacious mbaker@autosuccessonline.com.


TerrySheridan leadership solution

three steps to building
a dynamic workforce
in the dealership
With the recession moving into the rearview understand the time that can be wasted and the disruptions to the work place, liability issues
mirror, many dealerships are eager to put the money lost during the hiring process. and the potential financial loss that may result
past year behind them and be ready for the from employing the wrong person.
prospects that lie ahead. However, one of Assessment screening solutions can help
the most important opportunities for success dealerships get ahead of the curve – before 3. employee satisfaction
dealers may be overlooking is located within a candidate sits down with you for the job day-to-day means a better
their own four walls — with their employees. interview. Assessment screening solutions: business for your dealership
• Provide a streamlined system for tracking Maintaining accurate employee files and
From finding and hiring new talent to keeping and vetting applicants to identify those managing career path through every aspect of
track of all the activities and paperwork related who have the right personality, cultural fit, employment is a critical aspect in developing
to managing employees, personnel costs are work habits and motivation that match the a workforce that is prepared to achieve success
easily the No. 1 expense item in the dealership. dealership for the dealership. However, handling that
In the automotive retailing industry – where • Allow dealers to work quickly and large amount of workforce data is becoming an
dealerships can experience employee turnover effectively through the hundreds of increasingly complex process.
rates as high as 50 percent or more – the ability applications they may receive for a job
to manage employee relationships effectively opening Employee management systems today are far
can go a long way toward helping a dealership • Provide dealers the luxury of interviewing more sophisticated than in years gone by. From
reduce costs while improving productivity and only the best-matched candidates for the job speeding up the payroll process, to tracking
business operations. • Help reduce the time required to manage the vacation and sick pay, to logging benefits and
hiring process employee training, to monitoring employee
A Cornell University study showed small certifications and licensures, to developing
businesses that hire workers who fit the 2. know who you are hiring – and managing career path progression, these
company’s culture achieve 22 percent more background screening helps systems help eliminate time spent manually
revenue growth, 23 percent more profit growth, eliminate surprises logging data, improve dealership compliance
and 67 percent less employee turnover. Now, In the interest of filling a position, many with government employment regulations and
apply those numbers to your dealership and dealers understandably may want to rush increase employee satisfaction on the job.
you can begin to see the impact your hiring and the process of getting a new person hired.
employee management practices could have on However, hiring without conducting the Today’s challenging environment requires that
your business. proper background screening of a candidate dealerships have good, productive employees.
could result in problems that are costly in both Following best practice processes in employee
If you’re ready to foster a workforce that time and money. Who today has not heard management will help dealers identify
supports growing your business operations, stories of employers who learned too late that who will be the best fit for the jobs at their
here’s a best practice approach that’s proven to an employee hid a criminal history or a bad dealerships, hire those who will be the most
be very effective for helping to find and retain driving record? successful at the job, and who, in turn, will be
quality employees. the happiest in that job. Together, this increases
Background screening services for bringing the likelihood that dealership employees will
1. find the right person for new employees on board – and for ongoing be more productive and satisfied at work
the Job – screening assessment screening for existing employees – is a critical and will stay longer with the dealership.
tools are essential element of best practice employee management. Ultimately, all of this contributes to the bottom
According to June 2010 U.S. Department of These typically include drug and alcohol, line of the dealership.
Labor statistics, after months of job loss in reference, motor vehicle record, criminal
the automotive retailing sector, hiring has background and other essential screenings. Consult with your dealership management
been on the rise in dealerships. For dealers system provider to learn more about tools
in the market to hire, the store closings that Web-based background screening systems that are available to help you build a dynamic
occurred in the past year have created a flood make it easy to order, track and review a full workforce that can help to grow your business.
of potential job candidates. However, while range of personnel checks in order to make
the supply of applicants may be higher in this informed employment decisions.
economy, it takes more than luck to hire the Terry Sheridan is the product planning manager
right person the first time. If you have ever Hiring just one wrong applicant can cost for Employee Management Products at The
spent an afternoon interviewing applicant a dealership thousands of dollars or more. Reynolds and Reynolds Company. He can be
after applicant, only to realize that not a single In the long run, it is less expensive to do contacted at 866.440.3445, or by e-mail at
candidate was a good fit for the position, you a background check than to deal with the tsheridan@autosuccessonline.com.


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