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Value Proposition canvas- Customer needs and pains
autosuccessMay04
1. USA All The Way
.biz
Becky Hubble
Technology ROI:
Maximizing Return
Means Maximizing
Systems Utilization
Telling is Not Selling
Words That Sell
Body Language Speaks
Louder Than Words
Consulting vs. Selling
I Am a Professional:
May 2004 Daily AfÞrmations
756 South 1st Street PRSRT STD
Suite 202 US POSTAGE
Louisville, KY 40202 PAID
Lebanon Junction KY
PERMIT NO 215
a division of Systems Marketing, Inc. www.autosuccess.biz
5. SALES MANAGER FORUM:
Motivating your Sales Team to
Higher Profitability
Taught By James A. Ziegler
Atlanta, GA . . . . .May 11 - 12, 2004
Chicago, IL . . . . .May 19 - 20, 2004
Orlando, FL . . . . .June 8 - 9 , 2004
THE COMPLETE F&I
MENU SELLING SYSTEM
Present 100% of your products
100% of the time!
Taught By Becky Chernek
Sponsored By Jim Ziegler & Ziegler Supersystems, Inc.
Las Vegas, NV . . .May 11 - 13, 2004
Atlanta, GA . . . . . .June 15 - 17, 2004
Atlantic City, NJ . .July 13 - 15, 2004
Dates and locations subject to change
6. AutoSuccess, the #1 sales-improvement magazine for the automotive
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7.
8. sts ms ls fis lr
sales and training solution zig ziglar
By Zig Ziglar
Telling is Not Selling
As a sales Closed Questions identify buying criteria, you may want to
professional do you These are questions that have one-word or use: “What are your top criteria in making
spend more time “closed” answers. At the beginning of the this type of purchase?” The answer to this
telling or more time sales call, these should be seldom used, as question gives you more than just facts. It
asking? If you were the sales person is not giving the customer gives you insight into “why” these criteria
to record your sales an opportunity to expand on the answers. are important.
interview, you’d probably find you spend Closed questions usually uncover facts but
much more time talking than you do asking rarely uncover any additional information. Open questions are important because they
questions and listening. Let’s say you are trying to identify the give you vital information. You will start
buying criteria of a customer. You can to identify how receptive the customer is
During a sales interview, the sales person ask: “In purchasing a car, is the monthly to your sales approach. Is he/she eager or
must identify the issues and concerns of the payment important to you? The answer hesitant to give you information? Open
customer. The best way to achieve this is may be “Yes.” The customer has just questions allow you to gauge this.
to ask questions, listen to the answers, and responded with a fact. You may have to ask
connect them to the needs of the individual another question to identify other important Reßective Questions
and to your product and services. A line criteria. It may prove better if you ask an These are questions that “reflect” on
of questions is the starting point in all open question. Let’s take a look at open previous answers and give the customer a
successful sales. questions. chance to expand on something mentioned
earlier. The customer may have passed
There are several kinds of questioning Open Questions by a very important matter that you will
techniques. Let’s cover four types of These questions solicit “open” information. want to go back and address. You can
questions that you can implement today, You not only gain facts, but you also gain use a reflective question to gain vital
called C.O.R.D. questions, which stands for information. These questions usually information. In the above conversation,
closed questions, open questions, reflective begin with “who, what, why, when, where the customer may have mentioned a “good,
questions, and direct-agreement questions. and how.” For example, when trying to quality service department.” You can now
go back and gain additional information
with a reflective question. For example,
“Mr. Customer, what did you mean by
good, quality service?”
Reflective questions give you additional
information. By using them, you are also
indicating to your customers that you are
listening.
Direct Agreement Questions
These questions gain “agreement” from
the customer. These should be used when
you are sure of the answer. They are
usually answered with one word, which is
usually “Yes.” After you have shown the
customer that you can save money, retain
value, or that a feature is easy to use, you
can ask a direct-agreement question. For
example, “Mr. Customer, if we can meet
your demand for fair trade-in amount, will
we have a deal?” If the answer is yes, the
customer is agreeing he’ll do business with
you if you can meet his criteria.
Questions are a sales professional’s greatest
asset. Learn to ask the right questions in the
right way. Good luck and good selling.
Zig Ziglar is the Chairman of the Board of
Ziglar Training Systems in Dallas, TX. He
can be contacted at 866.873.0026, or by
email at zziglar@autosuccess.biz.
8 subscribe today at www.autosuccess.biz
9. sts ms ls fis lr
sales and training solution mark Mark Tewart
By tewart
The Power of Now
The intention of goal and failure. Reasons to lower standards or
setting is to look to quit can become a reality.
toward the future
and think of and plan True power comes from knowing “you are
for what you desire. who you decide to be at any given moment.”
Goals provide hope. It doesn’t require jumping hurdles; it only
My definition of hope is, Having Optimistic takes deciding to become the person you
Predictions & Emotions. However, goals desire. At that moment, by not seeing the
can create your biggest stumbling block to how-to hurdles as obstacles, you will begin
getting what you desire. to think, act and become your desires. You
may not know exactly how and when this is
Ralph Waldo Emerson said, “The only thing occurring, but you must trust that it is.
that will grow is that which you give energy
to.” To focus your mind on what you desire The root of the word decide means “to cut
is a great thing. Concentrate on the why? off.” Thus, to decide is to cut off from all
“When the why gets strong the how gets other possibilities. This decision and power
easy.” of intention for your desires will propel
your actions toward a much higher level.
The people who succeed at such levels
“Decide, accept
simply operate at greater consciousness
than people who do not.
and act with Understanding the power and process
of your mind helps create exactly what
the power of you desire. Set goals and focus on what
you want to happen, which will put into
now.” motion the energy, and through the Law
of Attraction, will bring to you the people,
things and events to match that energy.
The Law of Attraction will bring to you You can eliminate self-sabotage and get
what you think about. Your thoughts are what you desire when you learn to relax.
impressed into your subconscious mind. When relaxed, you move toward your
“What you impress, you express.” All desires and are open to receive the answers,
thoughts and actions will attract similar some of which may be right in front of
people and events that support your thought you.
and action patterns. The Law of Attraction
is an irrefutable universal law of nature, The key to getting what you want is
supported by Meta-Physics and Quantum realizing the power of now. To get what
Physics. you desire for the future, you must realize
and accept that the creation and cultivation
Failure in goal setting comes in trying to of your desire is this very moment. Decide,
get something rather than attracting it. accept and act with the power of now.
You constantly hear people define their
process of achieving goals as, simply, hard
work. Usually the obstacles anticipated
when plotting to get something, rather
than asking why you want it, create
subconscious messages of struggle and
difficulty. A person with the best of
Mark Tewart is the President of Tewart
intentions can quickly tire of struggling and Enterprises. He can be contacted
simply quit. This let down begins a pattern at 866.429.6844, or by email at
in the subconscious: struggle, frustration mtewart@autosuccess.biz.
may 2004 9
10. sts ms ls fis lr
marketing solution simon rothman
By Simon Rothman
The Online “Wholetail”
Used-Vehicle Option
On average, cars that Online sales are neither a replacement for opportunity for finance and insurance sales,
spend more than 45 the traditional wholesale auction process, an opportunity usually lost in a wholesale
days in inventory nor for retail lot sales. These sales are a auction.
are money-losers third option dealerships can use to ensure
on the books their used cars are sold for a fair price that
when eventually
wholesaled. More than 90 days on the lot
covers the dealer costs and potentially
includes a healthy profit.
“The Internet
before being wholesaled, and dealerships
lose as much as $900 on that car. A standard dealers’ process is to take every
dramatically
The choice has traditionally been
car in inventory that reaches 45 days, set
the reserve price in an online auction at the
expands the
deceptively simple: wholesale at auction
early for fairly predictable (though) low
amount the car would bring at a traditional
wholesale auction, and let web site visitors
pool of potential
profits, or take a chance on retail with
risky, but potentially higher profits. Once
do the work themselves. buyers.”
the retail route is chosen, the clock starts While the car itself may not necessarily
ticking on the potential for profit. sell for more than it would in a traditional Online sales also provide other valuable
auction, the cost structure is weighted more benefits. For example, the Internet allows
The Internet has created a third option. on behalf of the dealer – the listing fees are unparalleled access to a large national
Online “wholetail” vehicle sales combine low and the buyer pays shipping. Inventory audience of buyers. Trying to unload a
the predictable price of wholesale with the turns are fast, reducing further exposure convertible in Minneapolis in January?
potential for profit of retail, and they do so to carrying costs and depreciation. Plus, Good luck, unless your pool of potential
with a significantly reduced cost structure. a retail buyer over the Internet is a new buyers includes people in Tucson, Orlando,
San Jose and other sunny, top-down-in-
the-winter locales. Trying to sell an SUV
in Houston? Midwesterners love used cars
that haven’t been abused by road salt for
four winters straight.
Log 200-500% more opportunities! The Internet dramatically expands the
pool of potential buyers. Increasing your
Leader in Showroom Traffic, audience increases your chances of finding
Lead Management, the one person in a nation-wide audience
for whom your car is the perfect car.
and CRM Software
real-time showroom & desking control The reputation of the Internet being what it
Track all outgoing
phone activity is, here’s a quick word on doing business
internet lead tracking system with customers online: Escrow, inspection,
shipping, and other critical matters, can
2-way active DMS integration all be handled safely and securely by both
buyer and seller.
complete in-store training
Minimize data entry
with license scanner There is little doubt that wholesale
drivers license scan, worksheets
auctions are an efficient and cost effective
& credit bureaus method for selling aged inventory. The
Internet can provide a channel for finding
a new, untapped audience for dealer-aged
track more inventory before giving up and accepting a
wholesale loss.
The Higher Gear Group, Inc.
bring back Hoffman Estates, IL 60195
more tel 866.873.0029
fax 847.310.3196
sales@highergear.com
close www.highergear.com
Simon Rothman is the Vice President
more call for a FREE consultation and demonstration and General Manager of eBay Motors.
For more information, please visit
www.ebaymotors.com.
10 successful solutions at www.autosuccess.biz
11. Belinda Wortherspoon, Wolfington Group Call Center Operator
THE BEST KEPT SECRET IN THE
AUTOMOTIVE INDUSTRY!
ASK YOUR 20 GROUP! 800.331.9361
DURAND DURAND CHEVROLET, INC.
To Whom It May Concern:
It is with great pleasure that I write this endorsement for the Wolfington Group and specifically the team run by
Dan Freeman. Our Dealership has run six promotions with the Wolfington Group and all have been worthwhile both
financially and as a motivational tool for our sales staff. In fact, two of our most profitable months in the 80 year history
of our company have come during a Wolfington promotional event month.
Every activity during these events is performed by a seasoned staff of professionals with both
profit and customer satisfaction in mind. From the set up by the advance people (great job Ross)
to the after-event meeting and wrap up, I have been thoroughly satisfied with the Wolfington
Group’s attitude and cooperation in making our events a great success.
In my opinion, you have everything to gain by an association with The Wolfington Group and will see a much greater
return on investment than you ever will with conventional advertising. I have recommended them many times to dealer
friends and have been thanked many many times for the referral.
Sincerely, Richard G Durand Jr., Executive Manager
12. sts ms ls fis lr
marketing solution dennis By Dennis McDonough
mcdonough
New Ideas to Boost Sales
Undoubtedly, the dealership to play straight through, while site elements with Flash, such as a banner
Internet has changed the presentation on the process of buying across the top of your site or a pop-up that
some aspects of a car would be more interactive since it advertises a monthly special. Like a Flash
your business, most involves several steps. presentation, these will require that your
notably in how visitors have the Flash plug-in
people shop for installed on their computers.
cars. Yet you also provide other types of Your site should explain that
service where person-to-person interaction the plug-in is required to view
is necessary. certain content.
The services you provide support products Animated .gif Files – Small
that have four wheels and move. So it animated graphic files (or
makes sense for your web site to feature animated .gifs) are an easy
some kind of movement. There are many way to add motion, and fun,
things to consider when adding motion to to your web site. For example,
a web site, and only a few cost-effective you might want an animated
ways to skirt the use of video. .gif of one of your models to
roll across the screen pulling a
Not Just a Flash in the Pan banner behind it. That banner
One extremely cost-effective way to could be about a special sale
create motion for your web site is to use What’s more, Flash has the capacity to or could mention the top sales person for
movie files. In its early days, Flash was showcase some slick features, including that month. You also have the option of
used strictly for creating animation of functions like finance calculators. For an animated .gif “slide show” that cycles
text, pictures, and other elements for web instance, you could include a payment through pictures of cars available at your
sites. Over the years it has grown into a calculator in the presentation about buying dealership, pictures of satisfied customers,
program that can incorporate video and your first car. sales people, or any set of appropriate
other features. images that relate to your dealership.
In addition to a presentation you
One benefit to using Flash movies is Keep in mind that too much animation can
could incorporate your dealership or
that it requires no additional computer annoy and turn away visitors.
manufacturer’s latest commercial into a
hardware to run. The only requirement is
Flash movie for your site. To do that, you
that your customers must have the Flash The key is to use all motion – whether it
will first need to convert the commercial to
plug-in installed on their machines. This is animation, video or a full presentation –
one of two computer video formats: Apple
download is free and available from strategically and in moderation. Regardless
QuickTime or Windows Media. Once the
www.macromedia.com. In addition, you of the solution you use, motion on your web
video is converted, it is imported into the
should also place a notice on your web site will keep a visitor’s interest. It adds a
Flash program and then converted into a
site that portions of it will require the Flash human touch and will help drive customers
Flash movie ready for viewing on your
plug-in. to your dealership, and help increase sales.
web site.
Overall, you could use a Flash movie to Image 2: Below is an example of a graphic
make short presentations of: Flash has many capabilities you can
that can be animated to roll across the
• The history of your dealership utilize. If you don’t want to include a full
screen. The text portion can be changed to
• The process of buying a car presentation on your site, there are still
say anything: a monthly special, rebate or
• Finding financing other ways to incorporate motion to make
financing offers, sales person/staff member
• Buying your first car your site lively and draw customers into
of the month, etc.
your business.
Furthermore, you have the option of letting
a Flash presentation run on its own or Other Low-Cost Motion Solutions Dennis McDonough is the President of
have it require user interaction. Take one Flash Elements – As stated above, Flash Bit-Concepts. He can be contacted at
of the suggested presentations above: you has many capabilities and is not limited to 877.354.1998, ext. 202, or by email at
would probably want the history of your presentations or interactivity. Create smaller dmcdonough@autosuccess.biz.
Image 2
12 check us out at www.autosuccess.biz
13. sts ms ls fis lr
marketing solution timothy j. mccarthy
By Timothy J. McCarthy
Light the Fire
“Creating a sense of you’re receiving new shipments from the
urgency.” What does factory, maybe there’s new manufacturer
it mean? How can incentives being offered, maybe there was
it be accomplished? a flood, hail, or a tornado. If it’s a limited
In the automotive selection or limited inventory that must
industry, there is go, give it a number. “500 must be sold.”
a need to drive business by creating an Details gain trust. Make your sale make
atmosphere in which sales are made. sense to your buyers. Gain the public trust
Creating a sense of urgency within the by leveling with them and by appealing to
public perception is critical in driving their interests. Turn the sense of urgency
traffic to your dealership. You must build on yourself. Appear desperate to sell and
a strategy that relays the message, “If you willing to bargain.
miss this weekend’s sales event, you’re
doing a disservice to your family.” Nobody Dictate Perception
wants to miss out on a one-time only event, The ultimate goal in any area of selling is
especially in regards to big-ticket items, to change your buyer’s perception. It might
like a new car for the family. Therefore, be a detachment from false preconceptions
it’s imperative that your potential buyers of the product, or it might be a reverse
understand that this specific event will in their perception of their own financial
not be repeated. Don’t just show them the abilities. Whatever the change might be,
dealership; pull them into the dealership. it is important that your sales message
Guide them, probe them, sell them. You can is dictating the direction of change. The
sell them if you give them a reason to buy public must know the urgency involved,
now. Light the fire. not just feel it. Don’t allude or imply, show
them the deal. Be concrete in your offers
Make Distinct Termination Points and specific in your sales approach. Always
Set sale dates and make sure those dates are have a sales event that is the biggest event
clear in each public message you produce. of the year. Strive to outdo yourself. You
You’re telling prospective shoppers that control the size of the event and the urgency
you’re opening a “window to purchase.” of the sale.
End dates create urgency. Closing the
window urges people to flock to beat the Believe Your Own Lines
clock. “Offer ends, inventories are sold, Another key in creating urgency is
you won’t get this opportunity again” believing it for yourself. As a dealership,
…whatever you have to say to get the point you and your sales staff must be invigorated
across, now is the time to say it. Deliver with the same urgency that you’ve called
your call to action. Attack the market with for in your sales messages. Set sales goals
limited-time incentives. Drive traffic with for event weekends. Build urgency around
the expiration date. Keep your sales events your sales event from all sides. You’ve been
short: weekend events where Monday working hard in your sales message to build
signifies a return to “business as usual” are trust. Shoppers can’t walk in to find the
ideal. Shorter events give less opportunity same old car dealership they could’ve gone
for procrastination and provide a greater to across the street. If you said that 500 cars
sense of urgency. must be sold, look like you’re on track to
sell 500 cars. Sell yourself before trying to
Give Reasons for Urgency sell anyone else.
Every automotive dealer in the country
is having a sale this weekend. Everyone
is overstocked. Everyone needs to meet Timothy J. McCarthy is the Chairman and
CEO of The McCarthy Companies. He can
quarterly sales goals. Don’t just have a sale, be contacted at 800.871.9695, or by email
sell your sale. Advertise in a way that they at tmccarthy@autosuccess.biz, or visit
can see the logic behind the sale. Maybe www.mccarthycompanies.com.
may 2004 13
14. sts ms ls fis lr
sales and training solution terry Terryisaac
By l. L. Isaac
Professional Persistence
The process sales should get you more write-ups and increase should be able to gauge. Customers respect
people use to your opportunity to negotiate to agreeable professional persistence.
achieve professional terms with a commitment.
persistence works Terry L. Isaac is the Corporate Sales
best when they How far do you push for the commitment? Trainer for the Neil Huffman Auto Group.
have achieved the This depends on the level of rapport with He can be contacted at 866.265.4680, or
following: the customer, which a good sales person by email at tisaac@autosuccess.biz.
• A positive professional greet.
• Build a working relationship.
• The selection of the vehicle to meet
their wants and needs.
• A professional walk-through of the
features and benefits.
• A feature and benefit demo ride.
If these steps are achieved with every
customer, then the sales person has
increased his/her odds of getting the
customer to the write-up. A sale is achieved
through a negotiation process. The goal is
to ask the customer, in a professional way,
to allow you to continue to work for them.
On the feature and benefit demo, when
the sales person is a block away from the
dealership, try this, address the customer
with the following “Bob and Sally, if I
can work out the terms to your satisfaction
would you buy and take delivery today?” If
the customer says, “Maybe” or “Let’s see,”
you do not have a commitment.
At this point you need to ask a closed
question to get the customer to say yes.
Address them with the following: “So
what you’re telling me is that if the terms
are agreeable with you, you will buy and
take delivery today, is that correct?” If
no is the response, ask, “Are we not on
the right vehicle?” If the customer says,
“Yes, we are,” then ask if all parties in the
buying decision are present. If they are not,
ask when and where they are available. If
you take the vehicle to the other decision-
maker, you must present the vehicle to them
and ask for the commitment again.
If the customer says no, uncover what
is stopping them through the following
questions: “Are you concerned with the
price of the vehicle?” and, “Are you
concerned with your trade-in amount?”
or, “Are you concerned with your budget
range?” If you get a yes to any of these
questions, then you need to respond with,
“We can work together on these terms, and
if we cannot come to a solution, then we’ll
part as friends, is that fair?” This process
14 contact us at www.autosuccess.biz
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Rao Wu, at (866) 253-5125. DEALIX DRIVES SUCCESS.
16. fs feature solution
beckyBecky Hubble
By hubble
Technology ROI:
Maximizing Return Means
Maximizing Systems Utilization
Maximizing return on technology Are employees getting the right training to help your employees develop better
investments is a matter that often frustrates allowing them to make use of in-place customer service, and sales and Microsoft
and perplexes dealer management. Acquiring technology? Matching employees with the skills, etc.
a new application or system is only the first right training sounds like a simple task,
step. What happens after the install is what but it involves an array of questions and The more options, the better
determines the true ROI of any technology observations, including a skills assessment The best programs will be both broad and
investment. After the initial training that of individual employees and an extensive deep and offer a variety of delivery methods
precedes and accompanies installation, knowledge of available training -be it off- (web-based, classroom, on-site, remote
managers are often left wondering, “What the-shelf, specific to the software you’ve instructor via the Internet and customized
now?” Dealership decision-makers aren’t purchased, or customized to the way you options) to help you increase productivity
always aware of the breadth of training and want your employees trained. and system utilization as well as address
utilization offerings available to them. immediate training situations, such as when
Look for a training partner that will be there you lose a service manager.
Some technology companies make training to provide you with all your training needs
more of a priority than others. The message including: Increasing system utilization (and boosting
for dealership management? Ask smart 1. Specific training road maps or the ROI on your technology investment)
questions about training and utilization, curriculums for the variety of job means reaching employees in the right place,
and look for a technology partner who functions in your dealership. at the right time, and with the right training.
supports their solutions with a broad 2. Multiple training methods and Look for programs with the capability to
array of learning tools that are easily services that specifically focus on deliver training and education in ways that
accessible and designed to drive ROI. helping your employees increase their are both convenient and tailored to meet
system utilization. employee needs.
So where do you begin? 3. Various in-dealership training
offerings to save you the expense of Some key training options to look for in a
Find a training partner travel and the productivity loss of vendor include:
The first step in maximizing ROI on having your employees out of the office
a technology investment is finding a for one or more days. 1. On-site training
training partner. A good training partner 4. Training that can be customized for Trainers come to your location(s) and
will be one who can formally assess your your dealership’s needs instead of just either train your employees directly
dealership’s training needs by employee and one-size-fits-all. or perform “train the trainer” sessions
department. 5. Online tools to help manage and for your own designated training staff.
track employees’ training progress. These trainers should be well-versed
Nearly all technology solution providers 6. Multiple skill levels of training with your specific system utilization
offer training, some more robust than to address new hire needs as well as (data input, report generation, etc.) and
others. Look for one that provides a “course ongoing employee development. be able to address the specific needs
catalog” outlining key offerings and that required of various departments or
can customize the various training types Finally, you should look for a turnkey employee skill levels.
with your dealership business processes training provider who can provide training
so that the training is both relevant to the for all your non-DMS related needs, such 2. Interactive training via Internet
applications and the way you want to run as networking courses for your system Instead of a traditional classroom
your business. administrator, professional skills training setting, online or virtual training
16 www.autosuccess.biz
17. “Look for programs with the capability to deliver training and education in
ways that are both convenient and tailored to meet employee needs”
allows for interactive sessions using business needs. Such training should skills assessments, and system utilization
the Internet. An online coach can lead demonstrate how newly-acquired services. This package is good for dealers
sessions for groups of employees. technology integrates with your with greater numbers of turnover and new
Other sessions can be one-on-one with dealership’s specific processes and hires.
an instructor dialed-in to your DMS conforms to OEM policies and
system. This allows for a live instructor procedures. Customizable options Top-of-the-line packages include the
to work with employees step-by-step to should be available for any type of greatest number of training sessions and
address their issues or to walk through training whether they be web-based or options including more in-dealership
system set-ups. classroom training. training. This is the ideal package for
expanding dealerships and for ones with the
3. System utilization services While weighing training options, you’ll highest level of turnover/new hire issues.
Most dealerships utilize only a also be relying on your technology partner
small fraction of their DMS’s true to provide guidance on choosing classes So, what’s the bottom-line on the when,
capabilities. With the addition of and curriculums appropriate for department where and how of training? To truly
providing skills assessments of your staff and individual employees. The road maximize your investment you can’t just
employees, a good training partner can map generated from the system and skills install the system, let your team run with
identify what aspects of the technology assessment is the critical ingredient in it, then look at your sales at the end of the
are being underutilized, help you choosing right-fit training. month. Training needs to be comprehensive
implement a plan for training on these and ongoing.
features, evaluate your processes, and Your vendor should offer free basic training
help you implement the best practices that covers the fundamentals of operating Training must go beyond the initial training
- all helping your dealership run more the system. However, all employees and basic classroom courses. After the
efficiently. Like a tune-up, this helps need ongoing training to improve their install, some employees get into a routine
ensure that dealerships are maximizing performance and to help them increase their of doing just enough to get their jobs done.
their technology ROI. productivity by maximizing their use of the Applications available today have advanced
technology. Your best value will be to select functions and tools to streamline and
4. Classroom training the appropriate add-on bundled training automate many time-consuming repetitive
Most solutions providers offer travel-to package. Such packages are often combined tasks. Comprehensive training services and
classroom training. This training, while in three tiers: tools can help employees take advantage of
more time consuming for employees these functions and substantially increase
than online or on-site training, can An entry-level package contains unlimited their performance. Ask your technology
deliver cost-effective sessions, use of various training options and provider if they provide real training
specific to the applications, with a live incorporates some of the training services services and tools that can help you
instructor. The best programs offer with additional options. These help a dealer increase your system utilization and begin
local or regional training on specific use their DMS and other systems more fully maximizing the investment you make in
topics for targeted skill levels. than with free basic training alone. your technology solutions.
5. Customized training Mid-level packages frequently offer
Becky Hubble is the Director of Training
Increasingly, dealers are searching for additional numbers of courses and coach- Services at ADP Dealer Services. She can
customized training solutions with led sessions, including training customized be contacted at 800.452..4498, or by email
content adapted to fit their particular for the dealer’s specific needs, in dealership at bhubble@autosuccess.biz.
may 2004 17
18. sts ms ls fis lr
marketing solution dawnByjosephson
Dawn Josephson
Words That Sell
The English or service. For example: “This model is in town to buy a car.”
language contains rated the safest in crash tests,” or “Safety is
hundreds of a big concern here.” 9. Benefit: Most written marketing pieces
thousands of words. state the benefit of the product or service;
21 of them can 4. Guarantee/guaranteed: By nature, however, they neglect to actually use the
easily sell your most people are not risk takers. They want word benefit. When people read the word
clients. When you know what these proven assurance that they’re not wasting their benefit, they subconsciously perk up. They
words are, and how to use them to your money and that your product or service can know they’re about to learn something that
dealership’s benefit, you’ll save both time live up to its claims. By giving some sort will impact their life, so they want to know
and money when selling to prospects. In of guarantee, you put prospects at ease and more. For example, “As an added benefit to
fact, once you master the use of these 21 make them trust you. For example: “The this car, you get __________.”
words, your business will quickly get the manufacturer is so confident that this model
results it desires. (Hint: this paragraph will work for you, they offer this incredible 10. Person’s name: People love to hear
contains 10 of the 21 words. Do you know warranty.” the sound of their own names and love
which ones are which?) to read their names in print. That’s why
5. Easy/easily: Between 40+ hour so many souvenir shops sell personalized
What’s in a Word? workweeks and increasing demands at items. Including the prospect’s name in a
The exact words used in your dealership’s home, people want things that are easy. marketing piece, especially in the middle
marketing materials can make the They don’t want products or services that of the sentence, boosts attention levels. For
difference between success and failure. are going to make their lives more difficult. example, “As you can see, Steve, coming to
Choose the right words and your prospects Always state how easy your dealership our dealership makes perfect sense for your
will find you and your company irresistible. makes things. For example: “Our finance needs.”
When it comes to writing marketing pieces, department makes it easy for you to…”
choose your words wisely and watch your Or, “Our service department’s courtesy The Remaining 11
marketing response rates soar. van makes it easy for you to get your car The other 11 words that sell are love, results,
serviced while you’re at work.” health/healthy, proven, fun, new, save,
The Top 10 Words that Sell now, how-to, solution and more. While
1. You/your: You is the most powerful 6. Free: Everyone loves getting synonyms to these 21 words are acceptable,
word in the English language. It’s more something for nothing. That’s why the word they are not as powerful as the actual word
powerful than the word money; it’s more free continues to be one of the top selling itself. In order not to appear redundant in
powerful than the word sex. Prospects words of all time. Realize that the free offer your marketing piece, use the appropriate
want to feel like you’re talking to them doesn’t have to have high monetary value, words wisely, but don’t overdo it.
directly, and you accomplishes just that. So just a high perceived value. Some freebies
instead of writing, “Our customers report that work include: “Free credit check,” As your writing prowess increases,
high levels of satisfaction when they buy “Free estimate on your trade-in,” “Free consider combining words that sell in the
a car from our dealership,” write: “You report,” and “Free car wash.” same sentence. For example, maybe buying
will experience high levels of satisfaction from your dealership is quick and easy. Or,
when you buy a car from our dealership.” 7. Yes: Face it, you love being told yes perhaps your service department waiting
Keep every sentence in your prospect’s because it means you have permission, you area makes an oil change easy and fun. Or,
perspective. were right, or you can get what you want. are your “proven results guaranteed?” You
Yes is one of the most pleasing words to the get the idea. Since short marketing pieces
2. Money: Ask people what they wish human ear, so tell your prospects yes often. are more powerful than long ones, make
they had more of, and chances are they’ll For example, in your marketing materials, sure every sentence packs a punch.
say money. People love to save money you can ask a series of positive yes/no
just as much as the love to earn it. So, if questions, and then write, “If you answered When you use these 21 words in every
a benefit of your product or service is that ‘yes’ to any of these questions, then the marketing piece, you quickly increase your
it saves people money or helps them earn new ___________ is what you’ve been prospect’s interest in what you write, which
more money, state it along with a monetary searching for.” ultimately leads to more money for you. So
figure people can grasp. For example: master the use of these proven words now.
“Using our service department saves you 8. Quick/quickly: In today’s microwave- Doing so gives you the easy solution to
money - over $500 per year!” age society, people want things quickly. low marketing response rates you’ve been
They don’t want to wait weeks, or even waiting for. You’re going to love the results.
3. Safe/safely: Humans instinctively days, for what they’re buying. They want Guaranteed!
want to protect themselves and their it now. So while the perception of quick
families. Like a mother bear who’ll fight to results may vary from person to person, as
the death to protect her cubs, people will go long as you know that your sales or service Dawn Josephson is the President and
out of their way and often pay more money department is quicker than others, state it. Founder of Cameo Publications. She can
for a confirmed safe product. Always For example: “Loans approved quickly,” be contacted at 800.452.4806, or by email
emphasize the safety factor of your product “Quick oil changes,” and “Quickest place at djosephson@autosuccess.biz.
18 subscribe today at www.autosuccess.biz
19. - Bob Tasca III, Tasca Auto Group
Before BZ With BZ Before BZ With BZ Before BZ With BZ
30 TO 85 INTERNET UNITS PER MONTH 80 TO 270 INTERNET UNITS PER MONTH 400 TO 1300 LEADS PER MONTH
“We have spent a lot less money
to sell a lot more cars. “BZ nearly tripled our Internet business “We sold 268 cars online and went from 400
Our cost per sale is only $135/unit.” in less than 30 days and we went from to 1300 Internet leads per month!”
- Robert Revere, 80 to 200 Internet units!” - Roy Reutter
BDC & Internet Director - Rad Weaver E-Business Director
Courtesy Chevrolet Red McCombs Sheehy Auto Stores
CRM tool to conduct, manage & measure mail & multi-media The CRM customer management tool helps you manage,
email campaigns. measure & follow-up with all of your incoming leads.
Automated phone campaigns for less than a stamp! Your new showroom kiosk helps your salespeople
(Promotions, Sold Follow-Ups, Service & Renewals) build value in your dealership, people & products.
High-end custom websites that drive revenue This online training system gives on-demand training
to all of your profit centers. any time, place or pace.
Multi-media emails that present an animated Measures and monitors your
tour and walk-around for every vehicle you sell. advertising returns automatically.
298.6657
20. sts ms ls fis lr
sales and training solution brian tracy
By Brian Tracy
Consulting vs. Selling
One particular self- must be experts, authorities in their field. with helping their prospects than with
image possessed by They know their products and services selling their products and services. Their
high-achieving sales from one end to the other. They invest customers often feel that they care more
people is that they many hours familiarizing themselves with about them than about making a sale. And
see themselves as every single detail of what they sell, and of it’s true.
consultants rather what their competitors sell as well. They
than as sales people. They see themselves know the strengths and weaknesses, the Now, here are two things you can do
as problem solvers with their products advantages and shortcomings, the features immediately to put these ideas into action.
or services rather than as vendors. They and benefits of what they are offering.
do not approach their customers, hat in They have excellent product knowledge, First, see yourself as a problem-solver
hand, hoping for a sale. They approach which their customers can sense, giving rather than as a sales person. Take sufficient
hopeful clients with the attitude that they both their customers and themselves time to understand the prospect’s real need
are consultants calling on the prospect to greater confidence throughout the sales before you start selling.
help him or her solve a problem or achieve conversation.
a goal. Secondly, think of ways to tailor your
Top sales people, positioned as consultants, product or service to your customer’s
Seeing themselves as consultants, they ask make themselves resources for their needs so that he/she sees what you sell as
questions carefully and listen intently. They clients. They carry themselves as advisors, the ideal solution for him/her.
focus all of their energies on understanding mentors and friends. They become
the customer’s situation so that they can emotionally involved in their transactions
make intelligent recommendations based and are generally concerned that their
on what the customer really wants and product or service be the ideal solution to Brian Tracy is the Chairman & CEO of
needs. the needs of the prospects they are dealing Brian Tracy International. He can be
with. They differentiate themselves from contacted at 866.300.9881, or by email at
As consultants, they recognize that they their competitors by being more concerned btracy@autosuccess.biz.
4
20 successful solutions at www.autosuccess.biz
21. sts ms ls fis lr
sales and training solution steve hiatt
By Steve Hiatt
Building
Relationships
Here are a few will eventually lead the agents to refer
areas that you can business to you. Many insurance companies
build sales by going now offer financing, so this is an extremely
out consistently good place to build relationships.
and building
relationships. New Housing Developments
Many times you see new cars in the
Consistency is the key. Ask your sales driveways of new housing developments.
manager how you should present to Three out of 10 people buy a new car within
potential customers. And do it on your day six months of the closing on their new
off and when you’re not on the floor. home. One reason is because people have to
keep their debt load down before buying a
Banks and Credit Unions home, and once that step is completed, they
Where do many people go to get pre- can shop for a new car. Seek out services
qualified for a loan? Many times to the loan where you can be included in welcome
officer at their local bank or credit union. packets when people purchase a new home.
Drop in with a box of donuts and say ‘Hi’ You can buy lists and create marketing
to these people. When you’ve dropped campaigns.
by enough and become friends you will
become their “go to” guy/gal. Real Estate OfÞces
Real estate agents commit a great deal of
time driving to and showing houses and
“Three out of property. They also want to make a good
10 people buy a
first impression when meeting new clients.
Stop in and see the brokers who own the
new car within real estate offices. Ask them, if during one
of their weekly meetings, you can come in
six months of the and do a short workshop on the benefits of
closing on their leasing a new car and offer a special for the
agents. The broker will love this because
new home.” the image of his or her staff will go up,
and with the new debt, they will be more
motivated to sell homes.
Body Shops
Stop in and get to know the people at the Start with your dealership’s service
counter. Let them know where you work customers and orphan owners in your own
and what you sell. Explain that you know store.
that from all the cars and trucks coming in,
some must be irreparable. Just ask to be These relationships take time and effort.
referred to those customers, and when they If you are in this business as a career,
purchase, do something to reward your it’s worth your time to build a long-term
contact at the body shop. Think about the pipeline which will eliminate the need for
endless supply of needs being generated: waiting at the door for your next up.
People, unfortunately, get in car accidents
all the time. A few will even want to trade
after the car is repaired.
Insurance OfÞces
Don’t customers often get a quote from their
Steve Hiatt is the General Manager
local agent prior to going out and getting a at Five Star Mitsubishi. He can be
new car? Again, this is a relationship you contacted at 866.265.5616, or by email
build by dropping in over and again, which at shiatt@autosuccess.biz.
may 2004 21
22. sts ms ls fis lr
marketing solution sean wolfiWolfington
By Sean ngton
ParagonAuto.com
Paragon Honda has our web site generated 765 leads and sold drives work on a low speed 56k dial up
improved their sales 106 units. We got many more leads than connection.” This is a very important point
by more than 125- we’d anticipated, so our closing ratio was because many dealerships have great multi-
150 vehicles a month only 13.8%, but we’ve since geared up to media content on their web site but many
by changing their improve our closing ratio so we can get it to people cannot view it because they are not
marketing and sales 20-25%. In addition, we got a lot of phone on a high speed connection. Therefore, it
strategy. “We are sick and tired of spending and showroom traffic from our marketing is important to make sure that whatever
a lot of money on mass advertising that is strategy.” you put on your site is fast and does not
giving us diminishing returns and is very require downloads. “Our virtual test
hard to measure,” said Brian Benstock from The Virtual Showroom drives are powered by an application that
Paragon Honda. Benstock continued, “We Paragon’s web site won the Golden Web comes standard with Microsoft Explorer
decided that we were going to adjust our Award for its design. “Our website is so our customers do not have to download
marketing strategy to target customers on incredible! When customers visit our anything to view it” said Benstock. This
the Internet since the majority of our buyers website they can research product info, is also important because most customers
begin their shopping online. More of our comparisons, positive 3rd party vehicle don’t want to download anything because
customers’ research for their next car on the reviews, trade-in information, vehicle they’re afraid of viruses and don’t want to
web than on TV, radio or print and we want reports, tutorials, inventory, specials, wait.
to be where the majority of our customers parts, service appointments and more.
are.” Within 2 months Paragon not only Our customers love our site,” said Brian The most important component of a web
established a dominant presence on the web Benstock, the Internet manager at Paragon site is that it generates results and, at
but they also set up a complete customer Honda. Benstock continued to explain, the same time, promotes all of the profit
relationship center in their dealership to “Our web site stats package shows that centers including New, Used, F&I, Service
handle all of the Internet and phone leads most of our customers visit the site to find & Parts.
that resulted from their marketing strategy. a vehicle or a special. One of the problems
The end-result was 125 extra vehicles sold we had with our old web site is that when The Virtual Service Department
the first month they were up and running. customers visited our old site to find a While most dealerships focus solely on
vehicle, it would qualify them out of stock sales, Paragon has had success using
The Digital Marketing System by telling them that we did not have the their site to promote their service and
The key to Paragon’s success is that vehicle they were looking for. Our new parts departments. For example, they’ve
the leadership of the dealership was site promotes every vehicle available and integrated Honda’s personal web site
completely committed to their strategy never qualifies the customer out of stock. In into their virtual dealerships. By visiting
and that commitment began right from addition, when a customer inquires on one Paragons web site, customers can get
the start. “We began by evaluating our of our new vehicles the site automatically their own personal site that gives them
advertising budget to see what fat we could emails the customer a virtual test drive detailed information that is unique to
cut. We were amazed to find more than on the vehicle they inquired about. These their vehicle VIN number, including
enough waste to fund our strategy. The virtual test drives give the customer a their owner’s manual, recommended
system gave us the tools and training we multi-media tour and product presentation maintenance schedule, recalls, service
needed to set up a complete eCommerce on all of the unique features in the vehicle. updates and more. Paragon also uses
and CRM department. After the first month The best part is that these virtual test their virtual service department inside
their dealership. Benstock expands, “We
make sure we introduce our guests to our
virtual service department after they buy
their vehicle and while they wait for us to
complete their finance paperwork. We sign
them up for their first service appointment
online and at the same time we show the
customer a tutorial on how their personal
web site works so we can sign them up
THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL before they leave the dealership. Even if a
sales consultant forgets to sign them up we
Subscribe today & get have an automated multi-media buzzmail
that we send out to the customer with in
two for the price of one!
the first month that gives them a review
of their personal web site and encourages
them to sign up. In addition, our system
automatically sends out service reminder
Call
800.452.5641
buzzmails every 90 days and other service
related buzzmails to bring the customer
now back for service.”
continued on page 29
22 contact us at www.autosuccess.biz
23. THE #1 SALES-IMPROVEMENT MAGAZINE FOR THE AUTOMOTIVE PROFESSIONAL
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24. sts ms ls fis lr
f&i solution georgeGeorge Jackson
By jackson
Handwritten and Software Menus
Handwritten Menus cannot sell products unless they are actually clean, and attractive looking menus, with
One of the best offered to your consumer. calculations completed instantly. This
things about a also reduces the amount of time needed to
handwritten menu Finally, there are managers that like to show create and print the menu. One of the new
is that anyone with different product options such as a 6-year/ features of many menu software programs
knowledge of Excel 100,000-mile service contract in one plan is that they allow you to reprint the menu,
Spreadsheet can do one. Simply layout and a 5-year/ 75,000-mile plan in another. once the customer has decided on his level
the format, add pictures or icons for effect, This is much harder to do on a menu of coverage, with the products selected on
and you have will have created a very software program than on a handwritten one side and the products declined on the
nice visual presentation. Using Excel also paper menu. other. With this menu stapled to the original
provides your business manager with the menu, it provides a dealership with very
ability to create and re-create the menu Software Menu Programs strong legal protection.
format until it is just right. As for software menu programs, the
technology is advanced but most are still Ultimately, the person using the menu has
Another advantage to Excel is that it’s simple to use. Some are a Windows- to be comfortable and have input, but the
much easier to accommodate specialty based application and others are Web- dealer should also be involved. The look,
menus. For example, when a lender based. However, they all seem to have layout, and format of the menu should be
qualifies an application and/or gives a the same advantages. When a customer a mutual decision between the dealer and
payment call, most software programs is not eligible for some of the products business manager with involvement from
cannot accommodate this. A paper menu because he is too old (Credit Life), has your main fact and information provider.
allows a business manager to show the poor health (disability), or a significant Whether handwritten or software, make
same payment on each plan and the desired down payment (GAP), those products sure any menu utilized is legally compliant
initial investment (cash down) needed can be easily omitted. The customer is with Federal Regulation Z and has term,
to get each plan. The same thing can be only shown products that he is eligible to APR, and the base payment visibly
said of lease menus when the capitalized enroll in. It avoids confusion, streamlines displayed.
cost has already been maximized and the the presentation, and is more professional
customer needs to put additional cash down than simply striking through the ineligible George Jackson is the Director of
to purchase any of the products. One of products. One downside of this is that it can F&I Training for American Financial &
the reasons that menus are successful is violate the 100% rule listed above. Automotive Services, Inc. He can be
that they offer 100% of the products to contacted at 866.280.0301, or by email at
100% of the people, 100% of the time. You Most menu programs produce four-color, gjackson@autosuccess.biz.
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