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. From All of Us at AutoSuccess, Happy Thanksgiving
November 2006
The Internet
Sales Trifecta
TRAI NI NG – T E C HN OLOGY - ME RC HAN D I S I N G
From left to right: Jeff Bonnell and Cory L. Mosley

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To reach the most buyers, call 1-888-249-6860.
©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.

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6. Dedicate Yourself to Educate Yourself
8 TomHopkins
An Attitude of Gratitude
9 JesseBiter
The Treasury of Quotes
10 BrianTracy
The Internet Sales Trifecta
Training - Technology - Merchandising
12 CoryL.Mosley & JeffBonnell
Scott’s Individualized Consultation Transcripts, Part 5
14 ScottJoseph
The New Playing Field: Today’s Women’s Market
18 DeliaPassi
Top Gun
20 DavidThomas
True Leadership: Making a Difference
21
12
SeanWolfington
Just Give Me Five Minutes - I’ll
Show You How to Get Appointments 22 DavidKain
The Perfect Way to Consistently Find More and More Clients
26 DixonJudd
Selling the Difference
28 MarkTewart
The Now Law of Time and Management...Carpe Diem
30 MichaelYork
Unify and Conquer
Frequency Economies and Presence Increase Dramatically 32 JerryShroff
Know When to Quote a Price
33 JeffMorrill
No. 1 eDealer: Courtesy Chevrolet Shares Success on How to
Get E-Mails Delivered Through Spam Filters 34 RalphPaglia
The Same is Lame:
The Secret to Beating the Pants Off Your Competition and Putting More Money in Your Pocket
36 JimmyVee & TravisMiller
E-Mail and Multi-Channel Marketing: The New Frontier
37 SunnyKnocke
Why Pay for the Entire Car
38 TonyDupaquier
Choosing a Direct Mail Provider: The Who, Why and How
of Increasing Sales Volume at Your Dealership
40 JimYoung
Attitude Determines Altitude...Income Altitude
41 MikeParsons
How to Maximize the Response to a Teamed Event
42 PeterBond & TerranceCox
Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist
luck43@sellingsuccessonline.com courtney.paris@sellingsuccessonline.com
Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist
Louisville, Kentucky 40245 design@sellingsuccessonline.com bb11@sellingsuccessonline.com
Dave Davis, Creative Strategist & Editor Toni Stephens, Sales-improvement Strategist
toll free: 877.818.6620
ddavis@sellingsuccessonline.com tstephens@sellingsuccessonline.com
facsimile: 502.588.3170
web: www.SellingSuccessOnline.com
helping to promote...
Isaiah 40:8
The grass withereth, the flower fadeth: but the word of God
shall stand forever.
God is the source of all supply
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@autosuccessonline.com. 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. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this
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names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

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2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Traffic and Sales in 30 Days or Less.

8. sts fos ls ms sf fis
TomHopkins
sales and training solution
Dedicate Yourself to
Educate Yourself
One of the most A Second Language people hate math. However, in business, you
important lessons I’ve Consider the part of the country in which you need to know some basic math skills really
learned in life is that live and those people you do business with. well. Invariably, you’ll have potential clients
no one else is going to As our country continually redefines itself who will have champagne tastes and beer
look out for you as well by its people, be aware of the advantages budgets. You need to understand what they
as you will look out for yourself. To become of being able to communicate with others can truly afford before trying to find them
and remain a professional in the automotive in their native tongues. Today’s projections the car of their dreams.
industry, you must recognize that you are show that both Hispanic and Asian portions
in charge of your own education and act on of the population are on the increase. To be Know the current interest rates on vehicles
that fact. Build on your strengths and correct able to work with more people, you must and play with the math on a range of
your weaknesses. If you aren’t sure of what learn more about them, their language and vehicle investments. Learn how to quickly
to work on first, there is certainly someone their cultures. determine what a monthly investment might
in your life who will gladly assist you - your be on a vehicle prior to persuading the client
manager, your spouse, your children or a Voice that it’s right for them. I know the favorite
trusted friend. Since your clients choose to get involved with computation of every sales person who
you based on what you say, doesn’t it make works on a fee basis is to determine their
There are some common, basic skills that sense that you train your voice to give the percentage of every sale. Don’t stop there.
apply to the business world. They all impact highest level of professional presentation? Play the numbers game often and you’ll get
how well we relate to the needs of others to If you’ve never considered voice training better at winning.
feel important when they’re around us, to before, record yourself giving a portion of
accept the education we provide about our your presentation, then listen to it. Most of Negotiation
vehicles and the industry, and to help them us hate the sound of our own voices. Just Do you consider yourself a trained
own a vehicle that’s truly a good choice for imagine how our clients must feel when negotiator? Trained negotiators can quickly
them. listening to us. Your goal is to project your and effectively analyze the details of
message with clarity and power. situations and determine the best route to
Here are six skill areas that I strongly resolution. If that brief description doesn’t fit
recommend you consider developing or Public Speaking you, make an effort to find a book, audio or
strengthening, as they have made all the Many professionals in this business find that seminar on the subject. Then, schedule the
difference for many of my students: giving short speeches in their communities time to learn from it.
helps build their name recognition and their
Memory business. Public speaking is also a great way Choose just one of these six areas and dedicate
Having a good memory is critical to anyone to build your confidence. Try your skills out yourself to improving in it this month. Then,
in today’s world, but especially so to those of by speaking to your child’s class about what next month, choose another. Once you get
us who meet many new people every week. you do or a hobby you have. Teachers love it started on this journey of self-education,
I have learned to make a game of it in my when the students can learn first-hand about you’ll be amazed at what you learn and how
career. I challenge myself to remember as careers. Join Toastmasters International. simple things can have a powerful impact on
many people and their stories as I can. There There are local chapters in just about every your overall success in life.
are some great courses and books written on city. They provide excellent opportunities
this subject. Even if you learn and use only to hone your skills and meet other business
one small strategy, I guarantee you’ll see the professionals with whom you might do
benefit of having done so. One little strategy business or share referrals. World-renowned master sales trainer Tom
Hopkins is the chairman of Tom Hopkins
that I learned and have used for years is to International. He can be contacted at
repeat each person’s name to myself four Math 866.347.6148, or by e-mail at
times when I first hear it. Don’t cringe on me here. I know many thopkins@autosuccessonline.com.
8 www.sellingsuccessonline.com

9. sts fos ls ms sf fis
JesseBiter
leadership solution
An Attitude of Gratitude
The United Sates of you” is more than a mundane custom of the lives of many in the colony. Families
America is a land polite society. When your appreciation is were devastated by the loss of their loved
of plenty. Freedom, genuine, it really shows something about ones, but new hope arose in the autumn of
opportunity, prosperity what is inside of you. Giving thanks is also a 1621. Yes, it is possible to be thankful in the
– all perks of being vital part of the most important relationship, face of troubled times because our eternal
born in the greatest your relationship with God. hope transcends our earthly troubles. The
nation in the history of the world. As seeds of discouragement can’t grow in the
Americans, we have much to be thankful for. “Be joyful always; pray continually; give heart of a grateful person.
Sadly, it seems we oftentimes take our many thanks in all circumstances, for this is God’s
blessings for granted. will for you in Christ Jesus.” “And whatever you do, whether in word or
1 Thessalonians 5: 16-18 deed, do it all in the name of the Lord Jesus,
The Thanksgiving holiday is a time-honored giving thanks to God the Father through
and cherished American tradition. Turkey There are three things to consider about Him.”
dinner, football games and festive parades the nature of Thanksgiving: God desires Colossians 3:17
aside, this special day is actually rooted in the it; we require it; and others never tire of it.
Christian belief that God is the source of all Thanksgiving is a profound confession of Thanksgiving is a special day to give thanks
life and goodness. As we prepare to celebrate our faith. It breaks the illusion that we can to the Lord. It is a day to allow gratitude to
with our family and friends, it’s important to be sufficient by ourselves. By giving thanks spill over to every corner of our lives in deep
remember that Thanksgiving is more than an to others, we humble ourselves and admit appreciation for all that God has provided.
annual event – it is a lifestyle choice. that we owe it all to God. Be thankful beyond Thanksgiving and give
the gift of thankfulness all year long.
Whether it is via a personalized greeting card, Can we be thankful even when things are not
a fresh bouquet of flowers, or a warm toothless going well for us? The Pilgrims and Indians Jesse Biter is the president and CEO of
grin, showing gratitude towards others is who celebrated the first Thanksgiving feast HomeNet, Inc. He can be contacted at
quite simply a fundamental component of had little to be thankful for. The first terrible 866.239.4049, or by e-mail at
healthy human interaction. Saying “thank winter had not been kind to the settlers, taking jbiter@autosuccessonline.com.
We need them. They need us. We need you.
It’s that simple.
®
®
november 2006
9

10. sts fos ls ms sf fis
BrianTracy
sales and training solution
The Treasury of Quotes
Leadership Manage by objectives. Tell people exactly Character/Integrity/Honesty
Integrity is the most what you want them to do and then get out Be absolutely clear about who you are and
valuable and respected of their way. what you stand for. Refuse to compromise.
quality of leadership.
Always keep your Manage by responsibility. It is a powerful Integrity is the foundation upon which all
word. way to grow people. other values are built.
Leadership is the ability to get extraordinary Reinforce what you want to see repeated. Truthfulness is the main element of
achievement from ordinary people. What gets rewarded gets done. character.
Become the kind of leader that people would Overcoming Failure Deal honestly and objectively with yourself;
follow voluntarily, even if you had no title Remember, you only have to succeed the last intellectual honesty and personal courage are
or position. time. the hallmark of great character.
Leaders think and talk about the solutions. Incorrect assumptions lie at the root of Character is the ability to follow through
Followers think and talk about the every failure. Have the courage to test your on a resolution long after the emotion with
problems. assumptions. which it was made has passed.
Respect is the key determinant of high- It is not failure itself that holds you back; it is Confidence on the outside begins by living
performance leadership. How much people the fear of failure that paralyzes you. with integrity on the inside.
respect you determines how they perform.
Most people achieve their greatest success Customer Service
The three “Cs” of leadership are one step beyond what looks like their greatest Everyone is in the business of customer
Consideration, Caring and Courtesy. Be failure. satisfaction. Who are your customers and
polite to everyone. how are they doing?
Never consider the possibility of failure; as
Goals/Goal Achievement long as you persist, you will be successful. The purpose of a business is to create and
An average person with average talent, keep a customer. All business activities must
ambition and education can outstrip the most Failure is a prerequisite for great success. If be focused on this central purpose.
brilliant genius in our society, if that person you want to succeed faster, double your rate
has clear, focused goals. of failure. You keep customers by delivering on your
promises, fulfilling your commitments and
The establishment of a clear, central purpose Keys To Successful Selling continually investing in the quality of your
or goal in life is the starting point of all Think of yourself as a resource to your relationship.
success. clients: an advisor, counselor, mentor and
friend. If your job is customer satisfaction, your real
Goals in writing are dreams with deadlines. job title is Problem Solver.
The only pressure that you use in a professional
Committing your goals to paper increases selling presentation is the presence of silence Offer your customer a long-term relationship,
the likelihood of your achieving them by after the closing question. then do everything possible to build and
1,000%. maintain it.
Concentrate on the activities of prospecting,
Success equals goals; all else is presenting and following-up; the sales will Express your admiration for the traits,
commentary. take care of themselves. possessions or accomplishments of your
customer. Little things mean a lot.
Rewrite your major goals every day, in the Make a habit of dominating the listening,
present tense, exactly as if they already and let the customer dominate the talking.
exist.
Approach each customer with the idea of
Management helping him/her solve a problem or achieve
People are your most valuable asset. Only a goal, not of selling a product or service.
people can be made to appreciate in value.
Telling is not selling; never make a Brian Tracy is the chairman and CEO
of Brian Tracy International. He can be
The most powerful and predictable people- statement if you can phrase it in the form of contacted at 866.300.9881, or by e-mail
builders are praise and encouragement. a question. at btracy@autosuccessonline.com.
10 www.sellingsuccessonline.com

11. Ever wonder
where your support
goes after your bank
merges for the
third time?
We’re dedicated exclusively to your business. When you choose Chrysler Financial for your wholesale and retail financing needs,
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and
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In fact, we’re completely invested in your long-term success. So you don’t have to wonder whether we’ll be there for you in the future.
Chrysler Financial is a business unit of DaimlerChrysler Financial Services.

12. fs feature solution
The Internet Making the
CoryL.Mosley Sales Trifecta Investment and
JeffBonnell
Training - Technology - Merchandising Seeing the Results
There are astounding sales and profits • The number of leads you pay for each focused on relevant messages. marketing messages that appear - or fail to are published in Web sites on an ongoing capable to comfortably receive and play
available to dealers who are willing to month from third party providers. appear - in a dealership’s site. It is essential basis without fail. Internet video marketing messages.
make the investment in the proper training 3. Make your Internet strategic that each facet of a site be managed to create
of Internet personnel, which is a crucial • How much money you spend on your sequence e-mail to phone and phone opportunities for the site to pique the interest Once automated or dealership-assisted Web A Little Overview Can Help
ingredient in any successful Internet Web site. to showroom. of a visitor, and compel them to volunteer site merchandising content is competently You Understand
operation. Kim Wigder of Wigder Chevrolet information, such as name, phone number appearing in your Web site, the next Roughly 10 years ago, when the Internet
in Livingston, N.J. was experiencing • How much money you spend on 4. Use targeted marketing instead of and e-mail address. technology front for dealership Internet emerged in popular culture, a dealership had
lackluster results, as far as online sales online marketing, such as pay-per- Web blasting. profits is centered around amplifying the an advantage by simply being there. Five
where concerned. They decided to make the click advertising or banner ads. Dealer principals and general managers power of the merchandising message years ago, a dealership that could bring their
investment in specialized training. 5. Use control questions to create more that are engaged in the evaluation and through the application of online multimedia inventory to customers online set the bar.
• How much money you spend on base appointments. implementation of successful tactical presentations. Two years ago, the dealership that jazzed
“We had leads, personnel, a Web site and salaries, health, 401k, and payroll Internet marketing can positively improve their visitor with a piece of glitzy animation
even an advanced CRM system, but it taxes for Internet personnel. 6. Secret shop the competition. the performance of their Web site by aligning The perfect example is the addition of talking got the oohs and aahs.
wasn’t until we invested in Internet training the resources - either advertising agency, car pages made by Flemington BMW.
specifically that we were able to realize true • Add all of these numbers together and 6.5 Remember that success online starts dealership personnel, or Web site vendor - to Today and tomorrow the dealership
The technology they employed combines
success in our BDC. Now sales, appointment then take your store’s average front at the top. consistently and completely maintain their that stands to profit most will do all the
their pre-owned inventory data feed, some
shows and close ratios are stronger. Grosses and back end gross. Then, pair that Web site marketing messages. prerequisites with ease. They will use
carefully written marketing copy for each
are up $689.00 per copy and we’ve become with the amount of service income technologically advanced multimedia
car, and the employment of a text-to-speech
first in our zone,” said Wigder. generated by the average number of production to breathe life into their online
Bridging Technology, Merchandising, Utilize Technology to Leverage generator. Add the programming to create a
customers you sell on the front end sales presentations, and will have lined
and Marketing Merchandising and Marketing Impact spoken audio file for each car, set to music
“In my opinion there is no additional piece and retain in your service department.
When you zero in on the single most The Internet has been evolving for years to tug at the emotions a bit and their talking up the trained professionals to ensure that
of technology we could have purchased Then, consider how much it costs in
important technology piece a dealership and will continue to evolve. For now car pages with music has increased used car their online marketing messages use the
that would have made the impact that the lost “right now” referrals and repeat
utilizes – its dealership Web site - you and the near future, we are witnessing leads by 17 percent. Beautifully enough, an technology everyday to say the right thing.
training provided. We also continue to business to have 80 percent of those
provide refresher training to our sales staff leads you generate through all of often times expose a little quagmire, where the “technology of marketing” bring the MP3 is made for each car automatically, in
and ongoing outside coaching support to our your Internet channels mishandled the lack of training negatively impacts the opportunity to dealerships to do a better, and both English and Spanish.
BDC staff to maximize and increase results,” on a monthly basis. tremendous benefit a dealer’s own Web site much more exciting, job with their online
said Wigder. can - and should - offer. merchandising. Now dealership sites are just beginning to
6.5 Ways to Sell More Cars Online take advantage of technology and vendor
Dare to Compare 1. Make sure the dealership is prepared Utilize Training to Leverage Technological Doing a better job at online merchandising services to bring video presentations to Web Cory L. Mosley is the founder & CEO
means several things. It means getting set sites that reinforce the dealership’s brand of Mosley Automotive Internet Training
Getting real about the decision to implement for a minimum of 60-days worth of Merchandising Opportunities
Group. Jeff Bonnell is the Principal of
a training program at your dealership means follow-up. Sales and profits from a dealership’s Web site up – either through vendor arrangements and synchronize with a dealerships week- MJM Internet. They can be contacted at
realizing what it costs you to not invest in are maximized or minimized by dealership – or with dealership personnel to ensure that to-week advertising campaigns. Visitors to 866.883.5005, or by e-mail at
training
train
train ng
trainingtraining
training. Consider this equation: 2. Create a branded template library and vendor personnel who control the a variety of strong merchandising messages a dealership’s site, in synch with that, are mosley.bonnell@autosuccessonline.com.
t
technolog
n g
ng
“We had leads, personnel, a Web site and
even an advanced CRM system, but it wasn’t
until we invested in Internet sales training
specifically that we were able to realize true
“The Internet has been evolving for
years and will continue to evolve.
For now and the near future, we
technologymerchandising
m
merch is g
are witnessing the ‘technology of
n
success in our BDC. Now sales, appointment
merchandising
m s shows, and close ratios are stronger. Grosses
are up $689.00 per copy and we’ve become
first in our zone...”
marketing’ bring the opportunity to
dealerships to do a better, and much
more exciting, job with their online
- Kim Wigder, Wigder Chevrolet merchandising.”
12 www.sellingsuccessonline.com
13

13. sts fos ls ms sf fis
ScottJoseph
marketing solution
Scott’s Individualized
Consultation Transcripts, Part 5
John (real name more monster overnight success stories than you need to. First, increase your phone,
omitted to protect the you can possibly believe. Internet and walk-in traffic. Second, increase
store’s identity) is the your retention rate, and third, improve your
owner of a Chevrolet Marketing strategically is, has always closing percentage.
dealership on the East been and will always be the single greatest
Coast. His customer business lever of them all. It’s the ultimate J: We try to do all these things now.
satisfaction scores are above average but wealth-building tool you could ever possess.
sales are flat. S: Great. Don’t forget the third key category
Most people who seek to make a change that will have the biggest impact on your
In this consultation, I gave John a wide range in their dealership mistakenly begin on the store’s performance is your ability to
of innovative ways to approach prospects, tactical level. If you do this I can almost optimize and get the highest and best result
showed him how to resell existing customers, guarantee you’ll get mediocre results. from a situation, action or effort.
and told him how to word a compelling Ignoring the importance of strategy is similar
message to convert his “deadwood” into to someone repairing a New Orleans home Let’s talk about what you can do to increase
live buyers. destroyed by Hurricane Katrina and putting your phone, Internet and walk-in traffic. And
in a new carpet without repairing the roof at the same time I can give you suggestions
If you want to reach more prospects or first. on how to optimize some of the things you
convey a stronger and more compelling are currently doing.
message read this transcript. Your strategy is your overall plan and the
tactics are the means to the end. On the other J: Great.
(Continued from October 2006 issue of hand, if your dealership’s growth formula
AutoSuccess…) begins and ends merely with strategies and S: To increase your traffic, there are 12
never gets to the level of tactics, it’s like an universal rules: Referral systems, Acquiring
Scott: I like the fact that you are so aggressive architect handing someone a blueprint and customers at break-even up front and making
trying to sell more cars. I want to make saying, “Your house is done.” Does that a profit on the “back-end,” Guaranteeing
sure you get what I’m talking about when make sense? purchases through risk reversal, Host-
it comes to your mindset because I want to beneficiary relationships, Advertising,
make sure you don’t fall into that trap and J: Yes, it makes perfect sense. Using direct mail, Using telemarketing,
give up on everything 30 to 60 days after this Running special events or information
conversation. S: Good, because everything starts with a nights, Acquiring qualified lists that more
mindset and philosophy that is a long-term effectively target your prospect, Developing
Almost every dealership I’ve ever worked growth strategy and produces big results a Unique Selling Proposition, Increasing the
with was massively under-utilizing their now. Are you ready to get specific on a perceived value of your product or service
resources when I got to them. You are, too. If strategy that will make your store the best through better client education and Using
I can open your mind to taking advantage of Chevrolet store in the Northeast? public relations.
some of the assets you already have, I think
you’ll find it easy to sell a lot more cars. J: Now you’re getting me excited. If we can J: We do some of these and there are other
Does that make sense? come up with a good game plan I know I can things you mentioned that I have questions
motivate my people to follow it and carry it on.
John: Sure. out. It just has to make sense to me and them.
What we’ve talked about makes perfect S: What specifically?
S: OK let’s start to talk about the importance sense to me. I’ve just never really thought
of a great marketing strategy. In the about my dealership this way before. J: What do you mean by guaranteeing
militaristic view there’s a big difference purchases through risk reversal, host-
between strategy and tactics. Strategy is the S: The reason the marketing strategies I lay beneficiary relationships and developing a
science of planning and directing large-scale out are so successful is because they follow Unique Selling Proposition?
integrated objectives. This is different from universal rules of business today. And when
tactics, which involves the most skillful something is a universal rule, it works S: Great question. Let’s start there.
methods and arrangements of your resources, ALL the time. These strategies, tactics, and
weapons and forces in order to gain the implementation methods are guaranteed to Over the next several months the rest of this
most complete, substantial, successful and work for YOUR dealership as well. Do you private consultation will be printed. If you
overwhelming outcome possible. Strategy remember what the three goals are to grow would like it in its entirety now please e-mail
drives all tactics. your dealership? Scott Joseph at the e-mail below.
I know this sounds overly simple, painfully J: Absolutely. I need to increase my active
obvious and ridiculously transparent, but I customer base, transaction value and
urge you not to overlook their significance frequency. Scott Joseph is the president of J&L
and the impact they can have on your Marketing, Inc. He can be contacted at
dealership. Realize the key distinction S: Great. Let’s start with increasing your 866.429.6846, or by e-mail at
between strategy and tactics has produced active customers. There are three things sjoseph@autosuccessonline.com.
14 www.sellingsuccessonline.com

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DeliaPassi
sales and training solution
The New Playing Field:
Today’s Women’s Market
Sales person Rick For another, there’s an even larger payoff as even more decisively not only as buyers,
escorts prospective well: Once you can effectively sell, market but also as gatekeepers and deal-breakers.
customer Sandra to the to and retain women customers, you’ll have Clearly, we are well past the era of the
door and shakes her the tools to sell anything better to anyone. dependent woman, whose access to financial
hand then turns back Men may not need the extra attention - but wherewithal and purchasing decision-
to his office. will appreciate it. And almost any target making was more passive and secondhand.
market you can name demands attentive The new breed of woman consumer today
Rick (to himself): “That went great. I adjustments to their way of shopping, is educated, informed and more empowered
managed to hit every selling point and ask deciding and buying. Think minority than ever.
all the important questions. I’m sure she’s markets. Think ethnic markets. Think Baby
confident that we’ve got what she wants. Boomers. Think seniors. Think about it - Tips for Car Dealers:
She’ll go home, get permission from her That means a lot of new business. 1. Get your business in order first. That
husband and probably bring him back and means making sure your showrooms and
sign the papers. If I don’t hear from her by Now whether she likes the sales experience your environment/individual offices are
the end of the week, I’ll follow up.” or not, eventually she’s got to buy from women-friendly.
someone. But when given a choice, a woman
Sandra (to herself): “What a waste of time, will go out of her way to do business with 2. Create a business and marketing plan
and like I have time to waste. I don’t think someone who provides the experience she to increase your business among women.
he listened once to what I was saying, or prefers. Dealers who made the effort to create a plan
maybe he was too preoccupied trying to get have increased their sales among women up
through his pitch. I hope I find someone soon What does this mean to you? As a sales to 50 percent.
who will be the right person to help me find person, you can create an advantage for your
the right car and the best deal. This is so product by providing an experience that can’t 3. Put your active listening skills into high
frustrating.” be found at your competitors. Being the first gear. Women claim that they are often “not
one on your block to master the technique of heard” or understood.
Selling is a communication process. selling to women is also more valuable than
Communication means the transmission her business alone. Let’s face it: women 4. Be patient. Recognize that women take
of ideas or information. With women, the talk. They like to share stories and compare more time in the sales process. Use this time
communication process becomes a bit more notes. They care about sparing their friends to learn more about her.
complex than just making your pitch or or family unpleasant experiences.
gathering information. Selling to women 5. Build trust with your women clients. That
is harder than selling to men. Women take The New Woman Customer means returning her calls the same day,
longer, need more input, expect more Women today have the discretionary and calling her quarterly just to connect, create
attentive service, require more follow-up disposable income to buy much more of anywhere from five to 10 points of contact
and more. I’ve heard the same story over whatever they want. They are the largest and throughout the year which can include
and over: Women are far tougher customers best growth market out there - and they are newsletters, e-mails, holiday cards, etc. The
to do business with, and they demand more never going back to the way things were. more valuable the client, the more points of
service than men. contact.
The growing ranks of well-educated women
So why bother? By now you already know are the ones who will go on to become the 6. When selling to women, exceed
the drill. For one thing, anyone who succeeds high earners in their professions, and in expectations and build your business through
in selling and servicing women customers corporate America. Right now women hold loyalty and referrals.
will tell you that the extra effort will pay you the majority - 50.5 percent - of management
back in multiples. You could say that 1 + 1 and professional jobs, according to Catalyst,
= 3. That means, sell well to one woman and even though they make up only 46.5 percent
she will reward you with her business, her of the U.S. labor force. Delia Passi is the president and CEO at
loyalty (more business) and probably a large MedeliaCommunications. She can be
number of referrals to other women (and the That spells serious money to spend. Now contacted at 866.883.4953, or by e-mail at
beat goes on). that their lives have grown, women act dpassi@autosuccessonline.com.
18 www.sellingsuccessonline.com

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DavidThomas
sales and training solution
The page came on a
Top Gun
walk-around demonstration, I paused to ask Prospect is now Tom Cruise commanding his
hot Tuesday afternoon. him a few key questions to determine what sport coupe down the avenue. It was probably
“David Thomas to was important to him and focus on his areas the first time he had smiled in months. He sat
the reception area of interest. Style, sportiness and comfort a little taller in his seat and blurted out, “This
– customer waiting.” were his responses, which instantly became might just work!”
I quickly greeted a the theme of my presentation.
gentleman, who looked to be in his mid- How long do you think it took me to close that
forties, with a slightly sad look on his face. Next, I invited the prospect to sit and enjoy deal? Do you set the stage for an enjoyable
He explained that he recently got a divorce the soft, supple leather seating, the real test drive? A powerful product presentation
and he wanted to get something exciting to wood maple trim, and the quiet but powerful will carry momentum and enthusiasm into
drive. “I want to get back in the fast lane,” automatic climate control system. I routinely the close. Captivating the prospect’s attention
he said. I deduced that he probably also placed my own CD magazine loaded with a makes them less likely to shop around, and
wanted to get back into the single life and variety of movie soundtracks in the 12-disc easier to close.
wanted something fun, and maybe a little player, waiting for the opportune moment to
flashy, to announce his available status. His turn it on. As a kid, one of my favorite shows was
four-door family sedan wasn’t the image he Monte Hall’s “Let’s Make a Deal.” The game
was going for. His first question was, “What Now, the fun begins – the ultimate test drive. show models could make a $10 toaster look
do the ladies like?” I prompted him to look We pull out of the dealership and turn right better than a new car. That is where I learned
at a Lexus SC400 Sport Coupe, and we on Lemmon Avenue (right turns are easier). about presentation skills.
proceeded to the pre-owned area and picked Mr. Prospect is moderately accelerating from
a rally-red SC400 Coupe to test drive. 0 to 40 mph, but about the time he hits 2nd On a recent shoe-buying venture, I visited
gear, I activate the renowned Nakamichi CD a large discount shoe warehouse. When
I started the engine to allow the car’s interior system to disc two, track one, and the theme I finally found a clerk, they tossed me a
to cool before our test drive. During the music to “Top Gun” came in full force. Mr. box and mumbled, “see if those fit” before
lumbering away. Needless to say, I wasn’t
there very long. A little while later, I visited
the men’s shoe department at Neiman
Marcus in Dallas. If you want to see great
presentation skills, go to Neiman’s and try
anything on. Not only do they lace up both
shoes for you, they offer their continued
assistance while bearing a chrome shoehorn,
a smile and a compliment on your selection,
and you “test drive” your shoes on the thick
pile carpet.
Did I pay more? Yes. Did I mind? No. I
> Scott Haynes, Penske Chevrolet and Honda enjoyed the outstanding service and the
enthusiasm.
IMN Loyalty Driver™ is a turnkey e-marketing service that
drives interest, sales and customer loyalty. Customized, Ask Yourself:
trackable email communications provide tangible results • Are you exciting and enthusiastic? If
for dealerships across the country. A couple of examples: you are bored, they are bored.
• Do you get their senses involved?
• 15 test drives scheduled within the first hour after
Look, touch, feel, smell.
an IMN Loyalty Driver e-newsletter was sent.
• Are you differentiating your product?
• Web traffic spiked to 2.5 times its normal rate Yourself? Your dealership? How?
after a dealership’s first e-newsletter. • Are you asking the right questions?
Looking for results like these? Call 866.964.6397, ext. 214 What are their needs and wants?
or email ASGSales@imninc.com. • Are you listening to their responses?
Drive customers in…For sales, for life. • Are you user-friendly?
• Are you treating them like a guest in
your home?
David Thomas is the owner of Subaru
866-964-6397 imnLoyaltyDriver.com of Dallas. He can be contacted at
866.429.6803, or by e-mail at
dthomas@autosuccessonline.com.
20 www.sellingsuccessonline.com

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SeanWolfington
leadership solution
True Leadership:
Making a Difference
Leadership involves 12. Practice these principles in all aspects of still suffer, empowering them to become
empowering and life. future leaders. That’s making a difference in
equipping colleagues the world, one life at a time.
with a solid foundation What awesome roles of leadership these
of virtues to handle anonymous individuals have become for Sean Wolfington is the general manager of
life’s challenges. But the world. Loyal leaders who are but trusted BZResults.com, an ADP Company. He can
as with any effective development program servants with one primary mission: to carry be contacted at 866.802.5753, or by e-mail
designed to bring about a desirable and the message of faith and hope to those who at swolfington@autosuccessonline.com.
lasting result, it starts with a vision and comes
to fruition through steady and continuing
progression.
I remember discovering the news that a Work Smarter. Market Smarter.
friend was suffering from an addiction and
had reached the point of realizing that his life
was out of control, and he needed help. He
informed me that he had found a group of
men and women who share their experience,
strength and hope with each other that,
together, they may solve their common
problem and lead others to recovery.
Out of my concern for him, and a little
curiosity, I probed into the resource from
which he was seeking guidance. To my
surprise, I discovered an organization with
tremendous results-based success, managed
by a courageous group of true leaders who
have dedicated their lives to the service and
common welfare of people in need. The
organization’s core values and beliefs provide
poignant illustrations for building leadership
qualities and can be translated into a blueprint
for personal development for all of us.
Twelve Principles for Personal Development
1. Realize that there are areas in your life that
are out of your control.
2. Believe there is a Power greater than you.
3. Surrender your will to the care of your
Creator, as you understand Him.
4. Take a thorough and fearless moral MarketView360 is a hands-free, intelligent multi-channel marketing
inventory.
5. Admit to yourself and to another person system that automatically sends targeted email, voice broadcast, text
the exact nature of your flaws. and direct mail marketing messages to 100% of your customers based
6. Humbly ask God, as you understand Him,
to remove your shortcomings. on an algorithmic formula. Let MarketView360 do all the work for
7. Be entirely open to the merciful and you, so YOU can focus on the right things; boosting sales, generating
miraculous removal of defects of character.
8. Make a list of all persons you have service & parts revenue, and keeping profitability at a maximum.
offended, and be willing to make amends.
9. Make direct amends to such people
wherever possible, unless to do so would Call 1.866.591.4238 or
cause harm to them or others.
10. Continue to take personal inventory and visit www.marketview360.com
when wrong, promptly admit it. to find out more about MarketView360
11. Seek, through prayer and meditation, to
improve your conscious contact with God, as
you understand Him, praying for knowledge
of His will and for the courage and strength
to fulfill it. The Most Intelligent Multi-channel Marketing System On The Planet
november 2006
21

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DavidKain
marketing solution
Just Give Me Five Minutes - I’ll
Show You How to Get Appointments
Some things in life are in working with multiple dealerships is that and over because most of your competitors
simple, and others are a these are few and far between. are simply making the call to prove to
bit more complicated. themselves that the customer is not really
When it comes to Getting someone to answer the phone interested. Be prepared and optimistic and
talking to strangers, is definitely part of the “science” of the you will do much better on the call.
befriending them and process. The best thing to do is to call as
selling them a $40,000 vehicle, one would soon as you respond with your personal e- Take Your Time
have to guess that this action would fall into mail. The hope is that you catch them when Recently I was at a dealership that uses call-
the “complicated” category. The fact is, if they are actively shopping online. However, tracking technology and the dealer principal
done correctly, it is actually pretty simple and some lead providers scrub their leads, which shared with me that since they have been
can be done in about an hour. Comparatively, may take extra time for you to receive it and measuring their calls they are finding that
I think selling an appointment to come in and the customer may already be offline. Some when their calls generally last two to three
test drive a vehicle is actually more difficult. Internet managers believe there are key times minutes they set fewer appointments for
However, I have found that if you are willing that you should make the calls to have the sales and service. However, when the calls
to spend five minutes or more building best chance at catching the customers. These lasted an average of five minutes or longer,
rapport and really showing a genuine interest include around 9 a.m. when they first get to the appointment setting rate was two to three
in the prospect, setting an appointment is not work if it is a business number, lunchtime at times greater. By taking the time to build
that hard. home or work and then early evening. rapport and show genuine interest they find
the prospects much more receptive and
Ask any veteran car sales person and they Be Over-Prepared willing to come in for a test drive. It reminds
can verify that selling vehicles is a mix Preparing for the call is essential. Before you me of the old saying “they don’t care how
of art and science. The art is in building rush to pick up the phone and dial, find out as much you know until they know how much
rapport, earning the trust of your customer much as you can about the prospect and what you care.”
and persuading them to let you sell them a caused them to generate the request for price,
vehicle. The science is in the preparation information, trade value, etc. Research the Most call scripts are designed to be brief, which
– knowing your product, knowing your lead by checking their name in your DMS is truly a design problem. The call should take
inventory, understanding what your or CRM database to determine if they are a as long as necessary to serve the prospect’s
dealership processes are for handling trades previous sales or service customer. Next, needs without being too long to bore them.
and financing and how you can use them to check where the lead came from and then There is a balance and that is where you have
better assist the customer. duplicate the path if you can to see what the to blend art and science and hone your skills.
customer was exposed to before they clicked If you have call-tracking technology, start
In my own experience, I think it is easier to “submit.” You may find that the customer is measuring the time and see if the results for
sell a car to someone at the dealership than expecting certain things from your dealership you are similar. If you don’t, then just use a
it is to sell an appointment to someone who that the Web site they visited promised you clock or watch and see for yourself the benefits
inquires about a vehicle over the Internet. would deliver. By understanding what they of warming up the customer and exceeding
At the dealership, the customer has shown expect, you will do a better job in meeting their needs on the call.
clear physical intent to purchase by showing their expectations. Make sure you know if
up. Additionally, you have the product right you have what they are looking for or if you
there and in a variety of colors and equipment have to locate a vehicle. Also, it is important
to motivate them to test drive and fall in love to read their comments if any and to see
with it. With an Internet lead, you first have if they have identified a trade-in. Think
to get them to respond to your e-mail and through what you are going to say and how
David Kain is the automotive Internet
then you have to get them on the phone so you intend to build rapport and then make training specialist at Kain Automotive, Inc.
you can start trying to talk them into coming the call. He can be contacted at 800.385.0095, or
to the dealership. There are some who will by e-mail at dkain@autosuccessonline.
appoint via e-mail but my own experience Being over-prepared will reward you over com, or visit www.kainautomotive.com.
22 www.sellingsuccessonline.com

23. sts fos ls ms sf fis
DixonJudd
sales and training solution
The Perfect Way to Consistently
Find More and More Clients
If you want to to these levels by having an adaptable qualified clients. Many times these can be
continuously find new system in place to bring these clients to you demographic groups that are easily identified
clients to grow your consistently. and when approached have a much higher
business, then you will rate of needing and using your services
need a plan that allows This will take most professionals one to three than the masses. Examples of these types of
you to intersect with years to build momentum in these two areas groups would be:
people who want and need your services, at the to the point that a predictable flow of business
time that they actually need your services. can be established. This is where most people • First time vehicle buyers
fail. Having a correct understanding and • Long-time vehicle owners for 10+
Building a long-term career in sales involving expectation of this phase of your business will years, and are looking for a newer
a plan that starts with your own personal prevent you from making the mistakes that model
involvement. This is why it is important to cause so many people to fail. Most people get • Parents that are looking to get rid of
know your personal goals in detail, to the side tracked somewhere along the way of this their minivan, now that the children
point that they are actually exciting and first stage that we will call “The Momentum are out of the house
motivating. Then, managing your time and Build Up Phase.” They either stop adding
prioritizing these activities to make sure that new clients (this usually takes the shape of There are dozens of other proven niches
you are pursuing them consistently, ensures celebrating the current success and spending that people have added successfully to their
progress. Understanding the key ingredients 110 percent of the commission before it is business.
in order to have a valid client lies in two received.), only to run dry when their current
components, desire and ability. One without pipeline closes. Then they have to rev up the The final stage of building your business is
the other does not produce a successful engines and start the building process all over referred to as “The Mastery Phase.” This
closing. again and again. This creates burn-out and is the ultimate goal of every professional. It
frustration very quickly. The other pitfall is is the stage where your business will sustain
How do you build the perfect system to they start going after every lead generation itself without your daily involvement. This is
generate more and more clients consistently? activity that catches their eye. In a six month the reward of those who have followed the
With a written plan, you will start with to one-year time frame, they have tried four growth plan outlined here: One to three years
building on foundational pieces - a plan that to five different lead generation strategies but of momentum build up, two to four years of
has one main area of focus that you have an have not stayed with any one of them. This does business maintenance and cultivation that
insight or deep interest in. This will enable not allow enough time for seeds planted to be will produce a self-sustaining business for
you to build a main pillar of business that will cultivated and harvested. Time, effort, money the long term.
return dividends for your entire career. It is and enthusiasm spent on these revolving lead
similar to a doctor or attorney selecting an generation activities cannot be monitored or This is when a practice becomes a perfect
area of expertise. Thinking longer term will measured for their return on investment and, operation. Whether you build a team, an
give you the perspective to choose an area that therefore, are usually wasted. office or an entire company this will yield the
you will be very passionate about. As these opportunity to enjoy a business that can be an
are deep areas that require an investment of The most successful professionals who annuity for many years, or a business that can
time, energy, resources and a commitment dominate their fields have a plan that, at its be sold for a value many times greater than
to becoming an expert they will not be areas core, focuses on one main area of expertise the actual business volume. Congratulations
that you change in and out of. and a solid, consistent past client/sphere of on building “The Perfect Way To Finding
influence program. Then and only then do More and More Clients.”
The second foundational piece is to have a they look to add additional lead generation
system to capture the repeat and referral systems to this foundation. This is usually
business that your past clients and your sphere during years two to four that we will call
of influence can provide. An ideal business “The Maintenance Phase.” You can add
Dixon Judd is a Partner in Your Success
will have 70 percent of its business coming niche marketing or go after demographic at Performance Resource Group. He can
from past clients and sphere of influence. lead generation systems that have a much be contacted at 866.883.4916, or by
This is only possible and can be accelerated higher success rate of consistently producing e-mail at djudd@autosuccessonline.com.
December 12th & 13th
New York & New Jersey
26 www.sellingsuccessonline.com

24. We stand out
in the crowd.
1.888.695.4278 • sales@highergear.com
www.highergear.com
Showroom Customer Relationship Lead Management System