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

1. AutoSuccess Must-see Companies NADA 2006, page 4
a division of Systems Marketing, Inc. December 2005

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

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6. 8
AutoSuccess’ Innovative Companies of the Year PartickLuck
INSID The Complex Sale Today
Are You Insane
The Two Week Press
Don’t Wait to Start Prospecting
12
13
14
16
BrianTracy
ChrisHanson
DavidKain
AnthonyHall
It is a Good Car, However ...
18 TonyDupaquier
The Trust Power of Saying ‘No, We Don’t’
19 DougHall
The Power of the Steeple
20 PattiWood
To Be or Not To Be, The Answer is in the Becoming
22 MichaelYork
Draw Up Tomorrow’s Roadmap
24 TomGegax
How Your Behavior Affects Your Staff’s Attitude and Performance 26
Beyond the Mission CarolArdell
Sheehy.com Increased Leads More Than 300 Percent in 60 Days 28
How We Sold 414 Cars a Month Online RoyReutter
Mediocrity is a Magnet
32 ChrisAlford
Mail and E-mail Follow-Up, Part 2
34 JimAdams
NADA 2006
How To Build a Winning Team
35 MarkTewart
Maximizing ProÞt
36 JeffAmegod
Based Selling Organization 37
Stop by and see
Is Your Dealership an Opportunity- JoshWeaver
us at the NADA
2006 Convention
at booth
What Fuels Your Vision
38 ErikStuttz
#3816 Behavior, Desires and Buy Signals 40
e-Newsletter Metrics Uncover Buyer BrianEpro
Psalms 100: 4-5
“Enter his gates with thanksgiving,
3411 Pinnacle Gardens Drive Louisville, Kentucky 40245 and his courts with praise!
Toll Free: 877.818.6620 Facsimile: 502.588.3170
Give thanks to him, bless his name!
Patrick Luck, Editor & Publisher
• pluck01@autosuccess.biz
Susan Givens, Vice President
• sgivens02@autosuccess.biz
For the Lord is good;
Courtney Paris, Sales-improvement Strategist his steadfast love endures for
• chill-paris04@autosuccess.biz
ever, and his faithfulness to all
Brian Ankney, Sales-improvement Strategist
• brian01@autosuccess.biz generations.”
God Bless America
Thomas Williams, Creative Director
• twilliams03@autosuccess.biz
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
info@autosuccess.biz. Subscription rate is $75 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content, and page length. AutoSuccess
provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. Always confer with legal counsel before implementing changes in procedures.
© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess
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Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

8. PatrickLuck
Innovative Companies Of The Year
This issue is dedicated to honoring the
Innovative Company of the Year award
winners. This year!s honor is awarded
to companies in 2 categories: First,
innovation in the service of suppliers and
OEMs and second, innovation in serving
automotive retailers. Below we announce
the winners and we reveal the best practices
of the most innovative companies in the
automotive industry today.
Announcing the Winners
Our winners deliver the most innovative
products and services for helping their
clients generate huge increases in pro"t
while growing their own business.
Accomplishing this while achieving
excellent client satisfaction has earned
SAP and BZ Results recognition as
AutoSuccess! Innovative Companies
of the Year. Criteria for Innovative Companies of the Year:
SAP is the world!s largest enterprise Most innovative products & services
software company and the world!s
third largest software provider. In the
automotive industry, they work with
Growth in revenue, proÞtability & client base
17 OEMs and 39 suppliers. BZ Results
currently works with 8 of the top 10 Company’s ability to increase productivity
eCRM dealers of the year and they & proÞts for their clients
help manufacturers and retailers use
technology and training to improve Company’s client satisfaction
their sales and service pro"ts.
Innovative Companies entrepreneurs. Many of the Entrepreneur of McDermott is responsible for all of
Need Innovative Leaders The Year winners have become household SAP!s business activities in the United
Recently, SAP!s President and CEO, names: Amazon.com, Southwest Airlines, States and Canada and managing the
Bill McDermott and BZ!s CEO Sean Enterprise Rent-a-Car and AutoNation. region!s more than 4,000 employees.
Wol"ngton were named as "nalists in Wayne Huizenga, the founder of Prior to joining SAP, McDermott served
Ernst & Young!s Entrepreneur of the Year AutoNation, was last year!s winner. as the Executive Vice President, Worldwide
program. Ernst & Young created the Sales Operations, of Siebel Systems,
annual Entrepreneur Of The Year® Award William #Bill$ R. McDermott is the an organization responsible for supporting
program in the United States in 1986 to Chief Executive Of"cer and President customers in 37 countries, where he led
recognize the most successful and innovative for SAP America, Inc. In this position, global sales and "eld operations.
8 To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz

9. Wayne Huizenga was named by Ernst & Young Bill McDermott, President & CEO of SAP, finalist in Sean Wolfington, CEO of BZResults, finalist in Ernst
as “Entrepreneur of the Year” last year. Ernst &Young’s Entrepreneur of the Year award this year. Ernst &Young’s Entrepreneur of the Year award this year.
During his tenure, he established a clear to help manufacturers and retailers lever- follow. Both companies experienced
vision to build the most professional, age technology to improve the customer dramatic growth while casting a new vision,
customer-focused and consistently experience and increase their profitability, developing new products and services
high-performing sales organization in the customer satisfaction and loyalty. and creating extraordinary growth for
information technology industry. their customer partners. In the automotive
BZ Results and SAP were among 4 finalists industry SAP is the clear leader for
Sean Wolfington is the co-owner and recognized for being among the most providing enterprise application software
CEO of BZ Results. In this position successful and innovative entrepreneurs products for suppliers and manufacturers.
Wolfington is responsible for all of BZ’s in technology today. “Few companies For Automotive retailers, BZ is a clear
business operations around the world. He have the passion and perseverance to turn leader for providing technology and
started his career in the automotive industry a bright idea into a brilliant business like consulting to improve dealers sales
in 1989, co-founded Cyber Car in 1999 the men and women recognized by the and service profits. Both companies have
and led the acquisition of Automark which Ernst & Young Entrepreneur Of The Year® enjoyed 10 quarters of dramatic growth
was later sold for an enterprise value program,” explains Ernst & Young. For because they have a customer-centric
of US $200 million. In the past five years, 19 years Entrepreneur Of The Year has approach aimed at generating value
under Wolfington’s leadership, BZ Results shone a spotlight on the entrepreneurs who, and creating a measurable ROI for
has grown 6000%. During his tenure, through their vision and vigor, have created their partners.
he has built a clear vision and strategy enterprises that blaze trails for others to
Congratulations, Innovative Companies of the Year!
Newtown Square, PA Coventry, RI
www.SAP.com www.BZResults.com
To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz 9

10. The Automotive Technology Revolution It appears that BZ dealers are successful for
As publishers of one of the auto industry’s several reasons. BZ mastered search engine
most widely-circulated trade magazines, we and email marketing for their clients before
consider ourselves to be students of the car anyone knew anything about it. BZ clients
business. This year we noticed a dramatic like their award winning websites and their
the way technology is used by suppliers, best in breed CRM tools.
“SAP Automotive
manufacturers, dealers and customers. As works with 17 OEMs
customers began using the web to shop for Bob Tasca at Tasca.com explains, “The and 39 suppliers.”
vehicles rather than traditional advertising secret to the success of BZ’s system is that
sources, dealers responded by marketing they give us all of the tools and training
online and by using technology to better we need to get positive results without a
manage and measure their customers and lot of effort. We need a simple strategy that
business. Suppliers and manufacturers connects our entire business together
have learned to use technology to in a way that’s easy to implement or it
improve their productivity and make won’t work.” Mr. Tasca summed it up
sourcing and building vehicles more when he said, “I do not want to work with of all sizes have reduced costs, improved
efficient. Technology has created a 15 different companies to get everything I performance, and gained the agility to
tidal wave in the automotive industry need to run my business. BZ’s system gives respond to changing business needs.
and both SAP and BZ are helping their us everything we need to attract, sell and
respective customers stay on top of the service more customers profitably.” About the Award
wave to use its momentum to improve AutoSuccess honors Innovative companies
their productivity and profits. SAP has more than 30 years in the business who inspire other businesses by pursuing
of helping businesses grow. Founded in excellence in every aspect of their opera-
About the Winners 1972, they are the recognized leader in pro- tions. We also honor the men and women
BZ Results was incorporated in 1998 viding collaborative business solutions for of these innovative, high-performing
and in the last five years has become all types of industries and in every market. organizations who continue to blaze trails
the industry leader in digital marketing, With 12 million users, 96,400 installations, for others to follow.
CRM and consulting. and more than 1,500 partners, SAP is the
world’s largest inter-enterprise software Innovative Company of the Year Award
BZ Results has grown 200-400% a company and the world’s third-largest winners can be nominated for next year’s
year over the last five years and they independent software provider overall. SAP awards by contacting us at Innovation@Au-
have increased their dealers’ sales has a rich history of innovation and growth toSuccess.biz. Next year we will be adding
and service profits by up to 1000%. that has made them a true industry leader. additional categories to honor more innova-
Today, SAP employs more than 34,000 tive companies that serve the automotive
BZ Results is a technology and training people in more than 50 countries. industry.
company that helps dealers and manufac-
turers find, sell and keep more customersWhen we learned that SAP worked All nominees will be evaluated rigorously
profitably. Their system includes tools and
with 17 OEMs and 39 suppliers we wanted by an independent board of examiners on
training for the following areas of the to know why. The first thing we discovered the following criteria: Most innovative
dealership: Marketing, Digital Marketing,from some of their customers is that SAP products & services, growth in client base,
Search Engine & Email Marketing, Websites,
Automotive professionals are dedicated company’s ability to increase productivity
BDC, CRM Tools, New & Used Car to providing the highest & profits for their clients and the company’s
Sales, F&I, Service & Parts. level of customer service client satisfaction.
and support. In addition,
When we noticed that SAP has effectively leveraged The evaluation process will include an
8 out of the top 10 their extensive experience in in-depth review by teams of examiners to
eCRM dealers of “BZ Results works other industries to deliver clarify questions and verify information in
the year were BZ with 8 of the top 10 comprehensive range of the applications. Most importantly, we will
clients, we decided eCRM dealers.” solutions to empower every profile the winners in our special Award edi-
to take a closer look aspect of automotive business tion that will reveal the best practices of the
at the company. operations. Finally, we have best companies in the automotive industry
learned that by using today.
SAP solutions, automotive organizations
10 To nominate a company for the award, contact us at: Innovation@AutoSuccess.biz

11. Does Your TrafÞc Suck?
Last month I sent out an email Finally, I relented. I recruited an
to my list of subscribers with the awesome staff of people and we
controversial headline titled, “Does began to make things happen. Just
your trafÞc suck?” It created a recently, a dealer client of mine has
couple of negative responses from experienced $200,000+ in gross
people who said that the title was proÞt in Þve days. The dealer is
offensive. My reply was then and right now almost doing cartwheels
is now – “Get a life.” All of us have because of the success of the event
heard the term “Sucking wind.” and how it is being handled and he
What’s offensive about that? has rebooked us for another event
in the future. The list of these types
I want to make two points. The Þrst of results is long.
point is that the worst thing you
can ever be in marketing is boring. MARK TEWART The question is, do you want to do
That title that was considered Tewart Enterprises something about your weak trafÞc?
offensive by two people out of the If these types of events are not for
60,000 it was sent to. The other you, I certainly understand. If you
part of the story is that title and that trafÞc day after day. Now that’s want those types of results for
email wound up making me, my offensive. your store or you are least curious
company, my employees and some to know how it works, call 888.
our clients a small fortune. You In my previous email, I mentioned 2TEWART (888.283.9278) to Þnd
may be asking yourself how. that for years, several of my clients out how it works.
have asked me to provide staffed
In that email, I told the truth. The event sales. I have always declined
truth was that trafÞc did suck for because I had seen mostly drunks,
many dealers as it still does for many drug addicts and rogues who did
now. The domestic manufacturers those events. My apologies go
Once again, call 888.283.9278
cleared their inventories and pulled to those that don’t Þt into that
Or
the market ahead by several months category. But even those people
Email us at info@tewart.com
and created a lot of low gross deals would have to admit what I’m
Or
for many dealers. If you think the saying is true. Some of my clients
Fax us at 513.934.4588 with the
title of these emails have been wanted the huge boost in sales and word ‘sales event’ written on
offensive, you should consider how gross proÞt but didn’t want to have your business card.
offensive it is to sit there with no to deal with mess afterwards.
Visit www.tewart.com to
receive your free newsletter

12. BrianTracy
The Complex Sale Today
It used to be that we of sales presentation and focused intensely on decision makers, each of whom can influence
would make a single many ways of closing the sale. Once we had the purchase.
call to a single buyer made the sale, in many cases we never saw
If that weren’t enough, there is more
who would make a the customer again.
competition than ever before, and it is more
single decision on our
determined and resolute than it has ever been
product or offering. Today, everything is different. We must make
in the past. Not only must we compete on the
In this simple form of selling, we used the multiple calls, an average of five or six, in
basis of price, quality, services, capabilities,
attention/interest desire/action (AIDA) model order to make the sale. We deal with multiple
financing and warranties with many other
vendors of our product or service, we must
also compete with every other vendor
of every other product or service who is
striving to get the same customer dollar that
we are after. Our competitors are extremely
determined, driven the same as we are by
tight markets and careful customers. They are
committed to starting earlier, working harder,
and staying up later thinking of ways to take
our customers away from us.
Our prospective customers are beset on all
sides by every conceivable sales offering.
Because they are drowning in details, options
and choices, they are in no hurry to make
up their minds. With markets changing and
contracting, the amount of discretionary
funds they have available has shrunken and
they are more careful today than they have
ever had to be in the past.
The purpose of a business is to create and
keep a customer. If a business does this in
a sufficient quantity and with proper cost
controls, it will make a profit. The profit is
the result of creating and keeping customers
efficiently.
As the president of your own professional
sales corporation, your job is to create and
keep customers. And just as a company
must continually restructure and redesign
its product and service offerings to satisfy
the changing tastes of a demanding and
competitive customer marketplace, you
as a sales person must constantly upgrade
the quality and sophistication of your sales
procedures and approaches if you are going to
create customers in sufficient quantity.
Here are two things you can do immediately to
put these ideas into action. First, be prepared
to make multiple calls on a customer to close
a sale. Plan your sales work systematically
so you always have a new reason for calling
back. Second, think continually about how
you have to change and improve your selling
and your offering if you want to succeed in
a tough market. Work on yourself every day
and never stop getting better.
Brian Tracy is the chairman and CEO
of Brian Tracy International. He can be
contacted at 866.300.9881, or by e-mail at
btracy@autosuccess.biz.
12

13. ChrisHanson
Are You Insane
December is one of my for sold and unsold that uses an evidence Take action.
favorite months. Not manual, articles, phone scripts, video e-mail, If you are tired of living in insanity, it takes
because December is a be-back CD, quarterly newsletter, monthly persistence, a desire to improve your career,
big selling month but e-mail newsletter and thank you cards. If well-thought-out goals then action. Write
because December is you would like more information on the down “The definition of insanity is: Doing
the month to really go following sales tools, please e-mail me and the same thing over and over and expecting
over the past year and decide what the next I will help you out. In today’s market you different results” – Albert Einstein. Make a
year will bring. It doesn’t matter if you sell need to be unique and innovative to hold on couple of copies and put them in your office,
10, 15 or 25 cars a month, there is always to and gain new customers. at home and anywhere you will continually
room for improvement. Set your goals and see them. It will remind you to work on the
develop an action plan for making it happen. If you are living in insanity, you will read goals you have set for yourself until they
December is a very crucial month and should this article and think, “Wow, these are great become habit. Don’t leave your career in
be taken very seriously. Not only do we need ideas; I’m going to do this.” And when you the hands of someone else. Take charge and
to end the year with a strong finish but we wake up in the morning you will forget, do it yourself. Make some changes and you
need to put in place what we are going to procrastinate and continue to do what you will receive different results. With a clear
do for the next year. With setting goals for did yesterday and, unfortunately, you will vision we can make this upcoming year the
the new year comes a great responsibility receive the same results you did yesterday. best yet.
because most people set their goals and In many cases, because you don’t have
forget to take action with them. a clearly defined path, the opposite can
happen, you might start receiving results
I think the biggest challenge most sales that are less than what you received. “Where Chris Hanson with Hibbing Chrysler can be
people face is they live in insanity. What is there is no vision, the people perish,” contacted at 800.901.2862, or by
the definition of insanity? “Doing the same Proverbs 29:18 says. e-mail at chanson@autosuccess.biz.
thing over and over and expecting different
results,” Albert Einstein said.
Within this article I will give you some
ideas to consider as you make a plan for the
upcoming year. Within my goals for the new
year I always consider the following:
Set goals.
Keep your customers
Setting goals each year is a must. All
successful people set goals. Without clear
goals you won’t know where you are going.
for just pennies a day.
If you need help goal setting, e-mail me and I
will send you some ideas on how to set goals
and things to consider.
Education.
Be a student of the business. There are Loyalty DriverTM by .
many books available specifically about is email marketing made
selling cars. In today’s automotive selling easy. Your own customized
career we have a wealth of information at
our fingertips. There are also many CD and e-newsletter with profes-
cassette sets from which you can learn about sionally written content
selling cars. If you don’t have a subscription and sophisticated report-
to AutoSuccess Magazine and you’re not
reading it cover to cover, you’re missing ing including our unique
out. I have read every issue since I found this buy signal allowing you to
magazine two years ago. I read, highlight, know when your customer
take notes and incorporate new ideas into
my process. I take action by incorporating is ready to buy.
the new ideas I learn after I read an article.
Sales tools.
Are you using today’s sales tools? You must CONTACT US TODAY
have a follow-up program to keep track at 866-964-NEWS (6397) ext.214
of customers, prospects, goals, monthly or email us at loyaltydriver@imninc.com
income, etc. A specific follow-up process
december 2005
13

14. DavidKain
The Two Week Press
As a sales professional to effective marketing. These companies Day 9 actions:
who is always looking spend millions of dollars each year to make E-mail:
for ways to improve impressions on you or to connect with you 1. Reasons to buy e-mail.
your results it is nice so keep your one or two e-mail messages Phone:
to occasionally come or phone calls in perspective. With all the 1. No call.
across an idea, a marketing your prospects receive in their e-
product or a process that works consistently. mail each day it is no wonder your message Day 11 actions:
Too often you have to experiment over and may not get their attention. E-mail:
over to determine if something truly works. 1. Quick hello e-mail.
I’ll save you the time. Here’s the framework: Phone:
1. Call the prospect once if the number is
The Two Week Press plays off the fact that Day 1 actions: available.
a large percentage of your Internet buyers E-mail: 2. Leave a message.
actually buy within the first two weeks after 1. Send an auto response or a personal
they submit the leads. By creating a strategy response acknowledging receipt of Day 14 actions:
to address this phenomenon you will see the lead and your plans to serve the E-mail:
more of your prospects make appointments customer. 1. E-mail from the manager offering
and buy more vehicles within these first two 2. Send a personal response focused on assistance.
weeks. Sure you will have to keep marketing the customer’s request. Phone:
to those who don’t buy but this is a solid Phone: 1. No call.
foundation to boost your sales and profits. 1. Call the prospect twice if a number is
available. Simple and intensive
The Two Week Press gets Internet prospects 2. Leave a message every time. It seems simple, and it actually is. It can be
to respond, which in turn helps you improve labor intensive unless you have the tools and
your connection ratio, which improves your Day 2 actions: the right number of employees for your lead
appointment ratio, which improves your E-mail: volume. Most of these actions take less than
close ratio. A bit of a warning first – as with 1. Brand building e-mail to keep your a minute to complete so you will still find
most things that are worth doing – this is not name in front of the customer. yourself with plenty of time to interact with
easy and requires a steady approach and a Phone: those who respond. You will also need to
belief and understanding in how Internet 1. Call the prospect twice if a number is adjust for weekends and off days for your
prospects behave. available. team.
2. Leave a message every time.
Elements of the Two Week Press Necessary Tools:
The most basic element of the Two Week Day 3 actions: To do this effectively you need to use a lead
Press is believing there is really a customer E-mail: management or CRM tool which can be set
out there for you to sell and you just need to 1. Quick hello e-mail with personalized up to prompt you to take all these actions.
get him or her to respond. Internet prospects information. This takes some time and some set-up
don’t typically send leads for their own Phone: interaction with your tool provider but is
entertainment as you tend to hear quite often 1. Call the prospect once if the number is well worth the effort when you recognize
with statements like, “I was just playing available. how much time it can save and the fact that
around online.” I liken this statement a lot 2. Leave a message. you can have multiple employees working
to a prospect that is “just looking.” I made a the same process.
good living from the customers who bring up Day 5 actions:
this knee-jerk objection. You can, too. Focus E-mail: Connecting is the key
on helping and being professional and they 1. Quick survey e-mail. If you recognize the fact that your role is
will come around. It works the same way Phone: primarily that of an Internet marketer you
with your Internet prospects. 1. No call. will do well with this. In this role you are
only an Internet sales person when the
The second element of the Two Week Press Day 8 actions: customer decides to interact. I believe that
is the focus on connecting. If you listen or E-mail: you need to convince them you are the
see advertisements by marketing giants 1. Quick hello e-mail with personalized person that wants to sell them the most.
like Budweiser or Coca Cola you have to information.
appreciate the effort they have gone through Phone: David Kain is the automotive Internet
training specialist at Kain Automotive Inc.
to connect with you. They steadily market 1. Call the prospect once if the number is
He can be contacted at 800.385.0095, or
to you using multiple mediums that are available. by e-mail at dkain@autosuccess.biz, or
patient and creative – two very key premises 2. Leave a message. visit www.kainautomotive.com.
14

15. MUST-SEE
COMPANIES
NADA 2006

16. AnthonyHall
Don’t Wait to Start Prospecting
The mission of an • Be late on promised follow-up calls or will help tremendously:
automobile sales visits.
person is to constantly • Waste time looking for lost • Learn to use the telephone in a
prospect for new information. professional, pleasant and business-
customers. We can’t • Improperly value your prospect like manner, then use it regularly.
afford to wait for the inventory. • Constantly search for people who can
customers to just walk in our showrooms • Fail to do mailing and other footwork give you a referral for every suspect on
and buy our car. Your primary job is to sell due to disorganized prospect list. your list; or will they make a contact
automobiles with maximum profitability, • Become a compulsive procrastinator for you?
and to accomplish this you must have quality when it comes to developing your • Look everywhere for the slightest clue
sales prospects. prospect inventory. that the suspect’s buying status might
be changing.
Webster’s Dictionary defines prospecting 4. Remain alert for suspects who have the
as “Solicititing, canvassing, druming up, potential to become qualified prospects. In 7. Continually upgrade your prospecting
polling, seeking, leading or campaigning.” today’s fast-paced society, people’s needs system and strategies.
may change rapidly and radically, giving you
1. Treat prospecting as the lifeblood of your prospects where you hadn't thought to look. • For a steady flow of fresh ideas, you
sales career. Use power-packed prospecting: should read books, journals, magazine
• Develop a prospecting mindset that and business news, listen to CDs,
• Focus on quality. It is the only way automatically asks, “Is this person a invest in CD Roms, watch videos,
you can spend most of your prime time prospect?” attend seminars and talk to other
with qualified prospects. It is also the • Assume all suspects are prospects until successful sales people.
only way you can have enough hours proven otherwise. • Above all, keep a positive attitude
in a week to be successful. • Keep looking for new places to find about prospecting. Make a game of it,
• Focus on quantity. Your success prospects. and become great at it.
depends on having enough solid sales • Cultivate mutually beneficial
leads. relationships with everyone who can Everyone we meet is a prospect for an
• Focus on consistency. A steady supply give you leads or open doors for you. automobile or knows someone who is or
of qualified prospects can enable you • Take full advantage of every effort by someone who soon will be. To successfully
to avoid slumps and plateaus, eliminate your organization to generate leads. prospect, you must talk to people everywhere
call reluctance and procrastination, and Maintain close alignment with your about buying an automobile. People like to
keep you from pressuring current service department. do business with someone they know. So
customers. • Make it your policy always to secure even a brief meeting will give them that
• Do it now. Increasing your prospecting referrals from satisfied customers. familiar face and name to look for when they
effectiveness is the fastest way to boost visit the dealership.
your sales and income. 5. Stay in constant touch with active
prospects through phone calls, periodic Automobile sales are nothing to be
2. Treat prospecting as your most valuable mailings and personal contacts. Keep in embarrassed about; it is an honorable
time management tool. Remember that mind the Top of the Consciousness Principle profession that can support a family and send
you are always looking for ways to better which states that: children to college. Willingness to talk about
leverage your time: your profession and the service you offer is
• The only certain way to ensure your essential to consistent production. Make a
• Use it to avoid wasting prime time on customers think of you first is through commitment to ask one question to everyone
people who are not qualified to buy, frequent, repetitious contact. you meet. “When are you going to buy your
such as your fellow sales people. • Others are always competing for next car?”
• Use it to ensure that you will always a finite amount of your prospect’s
have enough qualified prospects to attention and dollars. The key to a successful sales career is
keep you productively busy. • You never know when your prospect’s knowing how to open. And it all starts
• Avoid time wasting through sloppy or motivation to buy will suddenly and with an organized, systematic approach to
haphazard prospecting. dramatically increase. prospecting. After all, without an adequate
• You need to be sure that he or she supply of prospects who would you sell your
3. Take an organized approach. Never keep thinks of you or your product first automobiles and service to, anyway?
leads on scraps of paper or post-it notes. Use when they evaluate how to fill their
a contact management program. Whichever transportation needs.
platform you choose, select one that ensures Anthony Hall is a training consultant
you will never: 6. Rework your suspect inventory regularly at Ziegler Supersystems. He can be
to try to upgrade suspects to the status of contacted at 800.610.9047, or by e-mail at
• Lose or forget about valuable leads. qualified prospects. A good filing system ahall@autosuccess.biz.
16

18. TonyDupaquier
It is a Good
Car, However ...
In cases when vehicles average repair bill is for your store. Include
have the reputation of all repair bills such as factory warranty and
being higher quality service contract work, not just what the
vehicles, customers customer pays.
may not see the need
to purchase a service Another close that works very well with many
contract. Knowing how to overcome this customers is the Racecar Close. This close
perception is crucial for business managers works well if the customer has any interest
to learn. in motor sports. It is important, however, to
find out beforehand if the customer has ever
Consider the main reason for which the watched racing on TV or ever attended a
customer is looking to trade – to reduce the race. This close will be even more effective if
cost of ownership. Explain to your customers you can find out who the customer’s favorite
that a vehicle service contract does just that driver is.
by allowing him or her to budget in the cost
of repairs upfront. “Have you ever watched racing on TV?”
If you have asked the customer if he or
The classic close for customers who do not she likes motor sports, the answer will
see a need to purchase a VSC is the 99.9 probably be “Yes.” “What is the number
Percent Reliability Close, which is: one reason drivers do not finish?” The
customer should say, “They crash.”
“Mr. or Mrs. Customer, would you be “Right, and what is the second reason
happy if your vehicle was 85 percent they do not finish?” Lead the customer to
reliable, meaning 15 percent of the time say, “They break.” “Correct.”
it would be un-drivable and in the shop?”
To this question, the customer’s response “In today’s highly competitive racing
will likely be “No.” “Of course you arena, the teams use the absolute
wouldn’t. Would you be happy if your best materials and the most modern
new vehicle was 99.9 percent reliable?” technology to generate the best
At this point, the customer’s reply should reliability. The technicians building
be “Yes.” So would I. That percentage these cars are the absolute best in the
means there is one-tenth of a percent business. If while using the best of the
chance that there would be a defect or best, the teams still have problems with
failure in the vehicle. Considering your failures in only a few hundred miles,
new vehicle’s 16,000 moving parts, that isn’t there a good chance that today’s
would mean 16 parts may be defective production vehicles that are built on an
or could experience a failure during your assembly line could have a failure in the
ownership. Taking into account that your tens of thousands of miles you intend to
factory limited warranty would cover drive? Wouldn’t it make sense to make
eight of those parts, that would mean a small monthly investment and protect
eight parts would be your responsibility. the more than 16,000 moving parts
inside your new vehicle while having
“The average repair bill here at our courtesy transportation and the security
dealership is $583, so you could be of roadside assistance?”
exposed to up to $4,664 in repairs.
Wouldn’t it make sense to spend less than Using the Racecar Close is extremely
half that amount by spreading it over the effective and an excellent way to build
term of the loan? This would ensure that additional rapport with your customers.
your vehicle is always working properly
and that you would have alternate Once you enlighten your customers with
transportation plus the convenience of some insightful logic, most will see the need
roadside assistance, with only a small and value of a VSC. Even though a customer
deductible when that problem occurs?” is buying a quality vehicle, a VSC is the best
investment that he or she can make.
It is important to do some research before
using this close. You want to have an Tony Dupaquier is the director of
accurate number for the amount of moving F&I training for American Financial &
parts inside the vehicles you sell. Remember: Automotive Services Inc. He can be
A single bearing, alone, may have up to 60 contacted at 866.856.6754, or by e-mail at
parts. You will also want to know what the tdupaquier@autosuccess.biz.
18

19. DougHall
The Trust Power of
Saying ‘No, We Don’t’ MUST-SEE
COMPANIES
NADA 2006
Selling cars is all about Be open about what your vehicle can and
getting to the yes. But can’t do. What are your strengths and
did you ever think weaknesses? When you add them together,
that revealing a no do you still win? If your combination of
might be the quickest standards and options is superior, why not
route to getting your make the differences open and easy for
customer to say yes? customers to see for themselves?
One research study found that trust was the Underpromise, but be sure to overdeliver.
primary driver of increased persuasion when Develop a reputation for delivering more
features were disclaimed. What does that than you promised. If you promise a
mean? When sales people say, “No, we don’t customer their new car will be ready on
offer that,” a customer is more likely to be Wednesday, be sure the car comes in on
persuaded to buy a car. Tuesday and call them in advance with the
good news. Be known as the sales person
In this research study, a set of customers was who exceeds expectations rather than the
shown ads for two products. The first product one who regularly exaggerates.
claimed to be great for everything. The
second product claimed to be great for most Make the sale contingent upon your
things, but admitted that the competition evaluation. When there is even the smallest
was better in two areas. Research found that doubt in your mind about whether a car is
customers believed the ads that admitted the right for your customer, say so.
competition was better in two areas to be
significantly more truthful. Talk about your company’s history of
success and failure. With experience, you
Put yourself in your customer’s shoes. You’re will learn the strengths and weaknesses of
shopping for a new car, and after reviewing your vehicles. Without telling competitive
a few Web sites you’ve decided to stop by secrets, relate your experience about when
several dealerships. All the cars looked great your cars have been perfect for customers,
on the Web sites, but you just know there AND when they have not. The fact that
has to be a catch. You start talking to a sales you’re willing to admit to less-than-
person, and all you hear is yes. spectacular results – even if you think a sale
is guaranteed - will dramatically increase
“Yes, we offer rebates.” your customer’s trust.
“Yes, we can get you approved for a loan You can even find ways to make one of your
today.” weakness stories funny – if your company
“Yes, we have a 5-year, 100,000-mile has done something that fixed the problem
warranty.” and made customers happy. This will put
“Yes, we have the car that’s perfect for you the customer at ease and show them that
right here.” your company listens carefully to buyer
feedback.
So as the customer, you’re starting to wonder
– what’s the catch? What you really want to When you simply state just a few of your
know is – “What’s the ‘no’ going to be?” product’s weaknesses, you can more easily
earn your customer’s trust. By being open,
This is where many sales people fail, because the customer will recognize that you’re
they’re afraid to say no to a customer. You’re helping them make a decision, which will
so busy accentuating the positives that you help you get them to say yes.
forget one important thing every car buyer
knows: no vehicle is perfect. To be able The bottom line is you want your customers’
to make a decision, the customer wants to trust, and one of the best ways to earn it
know the pros AND the cons. They want is by saying, “No, we don’t.” Offer a full
to be able to trust you, and hearing the “no” disclosure, and your no will more easily lead
will actually make it easier for them to put your customers to yes.
their faith in you. If you don’t believe that,
believe this: Either they’ll hear the “no” Doug Hall is the CEO and founder of
from you – and you’ll have a chance to save Eureka! Ranch. He can be contacted at
the sale and earn their trust – or they’ll find 866.872.8109, or by e-mail at
the negatives themselves and wonder what dhall@autosuccess.biz, or visit
else you were holding back. www.EurekaRanch.com.
december 2005
19

20. PattiWood
The Power of the Steeple
You’re in a meeting differing opinion and wants to shoot a height comes into play. The higher someone
and your boss kicks “cannon” at you. Sales people need to be holds the steeple crown, the more power that
back and puts his very careful not to use this gesture when person feels or desires.
hands behind his head. responding to a question or comment from
He has just put on his a prospect. The cape and crown gesture
crown to show you A steeple raised and locked behind the head,
his power. The steeple gesture is created by Hidden steeple with the head tilted up and elbows extended,
the person holding his or her hands together The hidden steeple is like the low steeple sends several power cues. The head is above
and linking fingers together so the knuckles except that the hands are deliberately hidden the centerline, showing superiority. The V of
point upward. Or, in another way, placing below a table or desk. This one may be hard the elbows extend outward, like a cape, take
hands together and locking thumbs while the to spot, but if you see it, don’t hesitate to take up lots of space making the person’s head
fingers point upward like a church steeple. In action. It signals the person is confident in appear larger and elbow points are arrow-
general, a steepler is showing you that they his or her ideas. It’s a gesture to use if you like weapons pointing outward in attack. The
are thinking and processing information. are shy, lack confidence and just need to do hands locked behind the head indicate the
There are several variations of this gesture. an acceptable version of holding your own person is locked in his or her viewpoint. The
hand to feel better. One can put his or her chest is exposed, puffed out and vulnerable,
The high steeple hands in a steeple when they begin to feel a indicating a strong sense of personal power.
In the high steeple, elbows touch the table loss of control or power. The act of holding
while the forearms are raised, causing the steeple can give you more control. Just as we use gestures and touch to
the steeple fingers to point upward. Both communicate to others, we also use certain
Churchill and Gorbachev used this steeple. Praying steeple gestures to comfort, control or communicate
The praying steeple features hands clasped with ourselves. These gestures involve
The high steeple is often used by those and upwardly pointed fingers, interwoven self-touch and serve as unconscious self-
delivering an expert opinion, such doctors, for prayer. regulating mechanisms.
lawyers, academics or by people who have
an expert or perhaps conflicting opinion on Crown steeple Join your hands together, put them behind
the topic. If you do not ask a question, the You see the crown steeple when the steeple your head, because now you know the power
person with the high steeple will maintain fingers are unfolded or the interlaced hands of the steeple.
his or her present opinion. are held high around the back of or on top
of the head like a crown. This gesture has
Low steeple or the cannon meaning outside the context of the rest of
Patti Wood is the president of
This is a defensive steeple characterized by someone’s body language sentence. Communication Dynamics. She can be
elbows touching the arms of the chair while contacted at 800.849.3651, or by e-mail
the forearms and steeple point forward. The As the name suggests, the crown steeple at pwood@autosuccess.biz, or visit
person using the low steeple has a strong is also a power gesture. With the steeple, www.pattiwood.net.
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22. MichaelYork
To Be or Not to Be,
The Answer is in the Becoming
I’m sitting on a plane Jim Rohn convinced me that Zig was right understand that in issues involving top
waiting to take the and I really should set goals. And that if I performance, high achievement, getting the
return flight home to did, my life would dramatically change. most out of a big life, etc., I did not need to
Charlotte when I can’t be running with the 97 percent!
help but be drawn to I knew I should probably set some goals,
a conversation behind that it would be a good idea … but did I Another way it’s been said is to watch what
me between a little girl and a woman who really have to go to all the trouble of actually nine of 10 people are doing, and don’t do
must be her mother. writing them down? Couldn’t they just be that! These goal questions were questions
something in my head? Something I wanted to ask myself. Once you put something on
“I want to BE … a pilot!” The little girl to do, be or have? Wouldn’t that be enough? your goals list, then ask if that’s really your
announced loudly. “I want to BE … a rock The answer? No. So how can you become goal. Would it be right and fair to everyone?
star! I want to BE … an artist!” As she an uncommon individual who sets goals? Can you really commit to it? Can you see
continues with her list of “I want to BEs,” It’s easy to do … but as always, easier not yourself reaching the goal?
the woman tells the little girl, “You can BE to do.
anything you want to BE, but it will take lots Other questions were about becoming
of schooling, lots of practice and hard work, 1. A goal isn’t really a goal unless you happier, healthier, more prosperous, having
and …”. capture it on paper. more friends, peace of mind, becoming more
And even in today’s computer society, I secure and improving relationships with
True enough. And good advice. Here’s the believe it should be hand-written. Something others. And only if I wanted all those things
rest of the story. The reality of this exchange that you recognize as your own writing, and should I really become serious about setting
is in instruction that not only requires that it was important enough that once upon goals.
understanding for children, but for adults as a time you wrote it down. Note to me, “Let’s
well. Before we can “BE” anything, we must do this.” Now you’ve got yourself a goal. 4. Life is big.
commit to becoming. Goals make it bigger. And “big” really is
And somehow, at that very moment, you available. Goals are a part of the process
Being is what many people say they want begin to be pulled toward that thing that of becoming. Life is bigger than work: not
or wish for. “I wish I could be …”, Why you’ve now written down. You’ll find everyone got the memo on that one. Don’t
can’t you? How could you? Shakespeare’s yourself thinking about it at the oddest hours just have work goals, have life goals. And
question is one most all of us have heard, and all during the day. Each time you read don’t let someone else set goals for you. You
“To be or not to be ...”. Better question, it, it compels you to answer “Are we there go first.
“What am I prepared to commit to in yet?” Or it should.
becoming whatever it is I want to be?” Want to add direction and purpose and
Zig’s plan for goals was simple enough. It passion to your life? Want to think and
“Being” is great. Becoming is the process was really just two basic steps: act differently? Here is the law of inertia
that takes us there. Fact is, most people 1. Ask a series of questions that propels you in a certain direction even
won’t do what it takes to be great … even 2. Make a list though there are many unknowns along the
when they know what that is! way. It is the commitment to becoming that
2. It takes a commitment to becoming. will one day allow you to be.
Anyone who’s ever participated in (or even The really big problem I saw right up front
watched) sports, knows about goals. Hit the is that he told me this process of beginning What are you becoming? And what is it
ball, throw the ball, catch the ball. Shoot, to set goals would take about 10 hours. Ten you’d like to be one day? Make your life
score, win! hours? Actually, a minimum of 10 hours … bigger by thinking about, and writing down
and maybe as much as 20 hours! Twenty your goals.
Most of those goals would be in the hours?
immediate future, so they’re referred to It is never too late to be what you might have
as short-term goals. And that is the most Well, that’s it then. I just didn’t have 20 become. Why not start today?
popular kind in today’s society. Only hours I could pull out of a hat just to begin
champions think about longer-term goals, this goal-setting thing. Then he said … If you’d like to get going with your new
like winning a championship, creating a “That’s the main reason only 3 percent of goals, send me an e-mail and I’ll send you
legacy or designing a life. the population have clearly defined their my short list on “Uncommon Goals” how to
objectives in life.” set them and how they can work for you!
While wanting and wishing are common,
setting goals - I mean actually thinking about Aha! That proved my point, most everyone
it, going through the process of writing down agreed with me! Is that your defense? The
what you want, and continuing the process court of popular opinion rarely leads to big
of achieving them - is most uncommon. The life or big success. Michael York is an author and professional
evidence of history bears it out. speaker. He can be contacted at
3. In matters of top performance and high 800.668.5015, or by e-mail at
In 1978 I was introduced to Zig Ziglar and achievement, don’t follow the crowd! myork@autosuccess.biz, or visit
goal setting. It would be 10 years later before It was only later in life did I begin to www.MichaelYork.com.
22

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24. TomGegax
Draw Up Tomorrow’s Roadmap
The strategic plan Show me a leader who avoids planning assumptions kept us on our toes.
flows into team and I’ll show you a leader afraid of change.
objectives, which It’s human nature. Grooves are safe and Whether you’re running with the bulls or
flow into operating comfortable. Too much comfort, however, laying low with the bears, strategic planning
plans, which flow dulls the senses. You may think you’re at is straightforward. Frame it with a searching
into individual goals, the top of your game when you’re actually question: How can we take advantage of our
which flow into action plans, which, finally, skating on thin ice. strengths and opportunities and neutralize
flow into results. our weaknesses and threats? Fix your eye
The best leaders expect change, embrace it on your SWOTs (strengths, weaknesses,
Every choice, every decision, every single and inspire others with its promise of new opportunities, threats), and the right plan
action traces back to the strategic plan. opportunities. Managers who stubbornly begins to unfold.
cling to the status quo inevitably hasten a
Seat-of-the-pantsers, particularly in smaller change in their own status. I’m reminded of a Strategic planning’s eight steps:
organizations, consider strategic planning as woman who attended a change management
a waste of time. Markets change too rapidly, seminar only to walk away disappointed 1. Identify SWOTs.
they say. It’s true — long-term plans are that the subject was managing change, not You need clarity on every issue you’re
subject to the whim of unexpected events. changing managers. facing. In July (or six months prior to
And strategic planning is conceptual, at the next fiscal year), schedule a series of
best, when planning out five to seven years. Weave the management of change throughout two-hour brainstorming sessions with reps
But short-term and mid-range strategic your strategic planning process. Twice a from every group of stakeholders, from
planning are absolute necessities. Certainly month, at executive-committee meetings, department heads and customers to vendors
you can’t plan for every possibility, but people reported on what was new and different. and the rank-and-file. Each group has its own
failing to methodically look out a year or What was the competition up to? What did point of view. Collect plenty of observations
two can be fatal. customers want that they didn’t want a year — macro, micro and everything in between
ago? What new tipping-point technologies — about internal strengths and weaknesses
Planning change, changing plans. were in play? Continuously challenging our and external opportunities and threats. Keep
MUST-SEE
COMPANIES
NADA 2006
24