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Volume 6 • Issue 1

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5. Dealing With the Fear of Self-Promotion
8 BrianTracy
Offer Points Instead of Discounts and Lock Your
Customers in for Life
9 PaulLong
Setting Realistic Sales Goals 10 TomHopkins
Breaking Down the Barriers
of the Automotive Internet 12 JimRiesenbach
Embrace Online Sales, Not Just Marketing
14 ScottPainter
Who’s Got the Best 0 Percent 16 ScottMontgomery
Richmond Toyota
400 Cars a Year to Over 3000 Cars a Year 18 PatrickLuck
How to Hire, Train, and Develop 20 Car-A-Month
Sales People, Part 2
22 BobCarmack
12 Developing High-Quality Employee
Communications Tools: Employee Newsletter
Out of Showroom and Into the Street
26 HeatherConary
Getting Your Outside Prospecting Program Rolling 27 WillParquette
Developing a Marketing GPS Approach to Reach Your Target Audience
28 AllenCheek
Integrated Search Marketing Funnels Additional 174 Units
29 RalphPaglia
Making the Most of Your Media Interview, Part 3
Personal Preparation 30 PattiWood
The Most Important Customer
31 MarkTewart
Sales and Finance: Pulling Together to Move More Vehicles
32 BillBates
The Leading Edge of Leadership Part 2:
Understanding Servant Leadership 34 MichaelYork
Headlines...Ouch They Can Really Hurt 36 DeniseRichardson
STOP THIEF - Protecting Your Dealership From Online Theft
38 DavidKain
The Secret of the Crumpled Letter
40 RalphR.Roberts
Lose Unwanted Pounds
41 SeanWolfington
Delegating Up to Decide
42 JesseBiter
Power Prospecting = 100 Deals
43 DavidThomas
Follow Up Tips
44 JeffMorrill
Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist
luck43@sellingsuccessonline.com super6@sellingsuccessonline.com
Susan Givens, Vice President Brian Balash, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com bb11@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director
Louisville, Kentucky 40245 design@sellingsuccessonline.com
toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor
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But He answered and said, It is written, Man shall not live by bread alone,
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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.
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7. sts fos ls ms sf fis BrianTracy
sales and training solution
Dealing With the
Fear of Self-Promotion
The biggest obstacle process of conditioning, starting in early you will become tense and uneasy about
to sales success is childhood. When you start selling, you bring trying it again. If you call on several prospects
the fear of rejection. this fear of rejection with you. And because and they react negatively to you, you feel hurt
Where does this fear of you are inexperienced at prospecting, when and angry. After all, you’ve got your ego fully
self-promotion come you first try it, you will do it poorly and get involved. Your self-esteem is on the line.
from? As we saw, this poor results. Unfortunately, it is natural that,
negative habit pattern is the result of a long if you try something and fail at it repeatedly, When this happens, you move to protect
yourself. You avoid exposing yourself to
the same emotionally hurtful experiences.
You make every excuse to avoid calling on
“negative people,” who unfortunately happen
to be prospects, your only source of business
and income. Soon, this avoidance behavior
can become a habit. You may even start to
hate the very idea of prospecting. This is
CONSIDER OUR SERVICES normal and natural. It’s what happens to most
sales people.
THERAPY FOR YOUR Nor knowing how to prospect properly and
well causes a person to do it poorly. When
CUSTOMER RELATIONSHIPS. a person prospects poorly, he gets negative
results. The negative results reinforce his fear
and anxiety about prospecting. He begins
to cut down on his prospecting activity.
He spends more and more time on non-
prospecting activities, or calling on prospects
that may be easy to talk to but who will never
buy. He will spend much of his time preparing
MarketView360 will provide you with the tools to make sales calls or visiting past customers
so he can maintain a semblance of working
to cope with and maintain profitable relationships while avoiding calling on anyone new.
with your customers.
The statistics indicate that there is a turnover
of one third of sales people in America every
(And you won’t even need to sit on the couch.)
year. This means that one third of sales people
are coming into the selling profession and one
third of those already in the profession are on
their way out each year. The primary reason
why people get out of selling and go searching
for another job is because they cannot take
the emotional stress of calling on new people
unsuccessfully.
Don’t let this happen to you. Overcome your
fears by confronting them and doing the thing
you fear.
Now, here are two things you can do
immediately to put these ideas into action.
First, do the thing and you will have the
power. Instead of avoiding rejection, seek it
WORK SMART, MARKET SMARTER out until it no longer bothers you.
Second, take action every day, the earlier
and the more often the better. Prepare before
and after working hours and then spend every
The Most Intelligent Multi-Channel Marketing System On The Planet
working minute calling on new prospects.
1.866.591.4238 Brian Tracy is the chairman and CEO
www.marketview360.com of Brian Tracy International. He can be
contacted at 866.300.9881, or by e-mail at
btracy@autosuccessonline.com.
8 www.sellingsuccessonline.com

8. sts fos ls ms sf fis PaulLong
marketing solution
Offer Points Instead of
Discounts and Lock Your
Customers in for Life
The airline industry customer who gets points every time she
has led the way in services her vehicle at your dealership will
creating customer come back again and again.
loyalty programs that
are not only lucrative If I have even $50 in points saved toward the
but effective in keeping purchase of my vehicle at your dealership, I
customers coming back. In the automotive am locked in to purchasing my next vehicle
world, dealers tend to focus on service to from you. After all, that’s my 50 bucks and
create loyalty, but a loyalty program based I’m entitled to it. Taken a step further, what
on points can create even greater repeat if I can earn more points toward a vehicle
traffic, while being a revenue generating purchase by doing the things I do every day?
business initiative. If I can purchase plane tickets or rent cars
and earn points toward my vehicle purchase,
Let’s start with an example: You have 20,000 now I’m thinking about your dealership every
miles saved on airline A and need only day. I’m also interested in finding more ways
25,000 for a free ticket. Aren’t you more to pull the metaphorical lever. In short, I’m
likely to fly again on airline A than purchase loyal to your dealership.
a ticket on airline B? Your decision process
would be similar when purchasing mileage-
earning credit cards and doing other things If customers can
that reward you in miles. earn points toward
Loyalty programs obviously work in the the purchase of their
airline industry and have made their way next vehicle by getting
into the retail sectors. Three-fourths of service completed
consumers have joined some type of loyalty
program — all efforts by businesses to keep at your dealership,
customers coming back. If they accumulate they are more likely to
points at one store, they are sure to go back service their current
to that store for similar purchases.
vehicles and buy
This idea translates well to the automotive future vehicles
industry. If customers can earn points toward
the purchase of their next vehicle by getting
from you.
service completed at your dealership, they are
more likely to service their current vehicles There is something in it for the dealership,
and buy future vehicles from you. too: Information. First, require an e-mail to
participate. Then send them e-mails about
Offering discount offers and coupons in ways to earn points — this keeps your
service to drive traffic is great for the short name in front of them. Second, track which
term, because you get customers to come in. customers are doing what. With a true loyalty
The inherent issue with discounts, however, program, you can figure out who your best
is that competitors can easily match, or beat customers are and communicate with them
your deal. Cash discounts don’t breed loyalty. accordingly. Lastly, track your revenue. For
Offering points toward future service or sales every dollar you spend on loyalty, it’s not
instead of (or in addition to) discounts give unrealistic for you to see a $13 ROI. And if
customers something to aspire to and get you are loyal to your customers, they will in
excited about. And when customers can save turn be loyal to you.
for something they particularly want (like a
new car), points become more powerful than For a free Pro Forma on how a loyalty
cash. program drives sales, e-mail me or give me
a call.
In 1950, behavioral psychologist B.F.
Skinner recognized that a pigeon who got Paul Long is the president of the
food every time he pulled a particular lever re:member group. He can be contacted at
would continue to pull the same lever as long 866.630.0221, or by e-mail at
as he was rewarded. Similarly, the service plong@autosuccessonline.com.
the #1 sales-improvement magazine for the automotive professional
9

9. sts fos ls ms sf fis TomHopkins
Setting Realistic
sales and training solution
Sales Goals
Achieving sales many vehicles you need to move this month. you exactly what they want to own — not
volume goals is one of Consider your gut reaction and first thoughts just the make and model of the vehicle,
the biggest challenges when you see that number. Is it one of “Hey, but the status, the economy, the cool color,
any automotive sales I can do that,” or, is it, “Wow, how am I whatever it is that will make them say, “Yes,
person faces. This is a going to do that?” that’s the car for me.”
pretty straightforward
industry. If you’re not making the cut, you If it seems easy, consider increasing So, in getting back to these 40 people you
can quickly find yourself cut from the team. your sales goal. If it seems like it will be need to meet this month, where are you going
a challenge, good. Your goal should be to connect with them? Hopefully, you’re not
There are so many factors that can affect that something that both excites you and makes one of those sales people who waits in the lot,
final number that you have to stay on top of you stretch a bit each month. When you’re hoping the company advertising campaign
every aspect of your sales activities and keep in stretch-mode, you’ll be open to learning will bring ‘em to the dealership in droves. To
making client contacts. new ways of connecting with people. You’ll achieve your automotive selling goals, you
look forward to making follow-up calls and have to invest time in reaching out to people
Hopefully, you are dedicated, professional contacting those who are referred to you. all on your own.
and motivated to achieve your auto sales You’ll get out of bed in the morning with
career goals. If you are not, read no further. excitement to face the day and accomplish Call your past clients to see if they’re still
Instead, start looking for another product to something positive. happy with their vehicles. These calls
market — something that lights a fire in your shouldn’t take more than two minutes each.
belly, something you truly believe in. This next step in achieving your goals is It’s just a way of touching base, making them
critical: Multiply your sales ratio by the feel important and giving them an opportunity
If you aren’t truly excited about the product number of vehicles determined above to to tell you once again how happy they are. If
you are offering, it will show in your learn how many people you need to connect they’re happy, you have the right to ask them
demeanor or in some little thing you say or with this month. Do you typically sell every for referral business. If they’re not, you need
do while with potential clients. They’ll sense fourth client you meet at your dealership? If to know about it because their unhappiness
it and little doubts and fears will arise in them so, your ratio is 1:4. If you need to get people can cost you a lot of future business.
about purchasing your vehicle. So, first and happily involved in 10 vehicles to achieve
foremost, in order to achieve anything in this your earnings goal, you’ll need to meet 40 of Knowing your target for meeting people is
business, you have to believe in your line of them in order to do so. That’s when the law the way to achieve the sales goals you’re
vehicles, in the company you represent and of averages is working with you. reaching for.
in your own ability to excite others about
them. Is it realistic for you to meet 40 people this Do you ever feel awkward when greeting
month? If not, again, you either downsize people who stop by the dealership? Learn
Let’s assume for now, though, that you do your goals or learn new and better ways to to make a powerful, positive first-meeting
have the knowledge, the belief and the right meet people, put them at ease and get them greeting from Tom Hopkins. Contact us at
attitude in place. How do you set and achieve to like you, trust you and want to listen to the address below to hear Tom deliver the
the sales goals? Start by setting a financial you. exact words to use to put clients at ease.
goal for yourself for the year. Break it down
into quarters and months. Is the monthly goal That’s the bottom line of what selling is all
realistic? If not, you either need to downsize about. People buy from people they like. If
your goal or super-size your skills — you you’re not likeable, you’re out of luck. If
decide. you’re not knowledgeable, they won’t trust
World-renowned master sales trainer Tom
you. If you want people to listen to you — Hopkins is the chairman of Tom Hopkins
Next, consider the average amount you earn take your advice about vehicle ownership — International. He can be contacted at
on a typical automobile sale. Divide that you have to learn to listen to them. If you ask 866.347.6148, or by e-mail at
into your monthly earning goal to see how questions and get them talking, they’ll tell thopkins@autosuccessonline.com.
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11. fs feature solution
JimRiesenbach
Breaking Down the
Barriers of the
Automotive Internet
In March 1995, Autobytel.com went live as branding skins off the major third-party doing at some point during the process. But Riesenbach: Basically, if traditional
the first online car-buying site. At the time, buying sites and lined them up, you probably as much as auto consumers are turning to search engines are all about finding relevant
dealers had concerns about sharing what couldn’t tell them apart. They’re all basically search, it’s a very limited tool for making Web sites based on the users’ query, vertical
was, until then, closely guarded pricing new- and used-car buying funnels designed shopping decisions. If you go to Google search engines are all about finding relevant
information or, worse, being shut out of the to wall consumers in until they make a right now and punch in “Honda Accord,” information from across the Web for a
vehicle distribution process altogether. But vehicle selection. for example, you’ll get more than 3 million defined group of users. If you’ve been to
what was good for the consumer ultimately responses — no joke — and the majority of WebMD.com or Kayak.com, for example,
proved to be good for the dealer — and the AS: But isn’t that the whole point? the highest-ranked listings will link out to you’ve used a vertical search engine. You
rise of the automotive Internet paved the third-party sites. That’s an extreme example, type in a query, and those search engines
way for unprecedented sales and a world Riesenbach: Absolutely, and that’s the but the point is that buyers are being scour relevant sources from across the Web
of new, low-cost dealership marketing problem: By failing to keep pace with overwhelmed and dealers’ ads are getting and deliver it to you, so you don’t have to
opportunities. consumer needs and focusing so narrowly on lost in an avalanche of largely disorganized jump from site to site.
the transaction moment, we, as an industry, results, especially given that studies show 90
Now, 12 years later, with the proliferation are limiting the value we can offer to dealers. percent of searchers don’t bother scrolling In my opinion, vertical search will be the
of new technologies, including significant Look at it from the consumer’s perspective. past the first three pages of results. next big Internet story. It’s a natural reaction elect to narrow your search down by price or directly. More importantly, within this new
advances in search, it’s time for the Right now, if you’re beginning your shopping to the exploding Web universe. Ten years location, for example, and the results would pay-per-call program, dealers will only pay
automotive Internet to reinvent itself. We process, you basically have two options: The biggest missed opportunity of all may ago, there were maybe 100,000 Web sites, automatically re-set without having to start a for the phone leads they receive. In other
recently sat down with Jim Riesenbach be the “forgotten” automotive Internet but as of last month there are more than a new search. That’s indicative of the overall words, you can post your entire inventory
(current CEO of Autobytel and the former One option is to go to a third-party site, users who aren’t looking to immediately billion. There needs to be a way to filter out experience of the site: The user has the and pay only for the phone leads generated
senior vice president of AOL’s Search and where you can have a certain amount of purchase a vehicle, but might be interested in the “noise” and connect users with shared flexibility to explore and change directions through the program.
Directional Media Group) to learn more content and inventory, but generally not on getting their vehicle serviced, for example, interests to targeted, useful information. In without having to start the process over again
about what he sees for the future of the a broad enough scope to make a confident or accessorized. Recent studies show that my opinion, vertical search is a perfect fit for or jump from site to site. AS: So does that mean the Purchase Request
automotive Internet. “purchase” decision on the spot, which is there are millions and millions of Internet automotive users, who currently have to work is dead?
probably why the typical online shopper users that are searching for automotive way too hard to find what they’re looking AS: Sounds great for consumers. But how
AutoSuccess: What’s your impression of visits seven sites and submits multiple information other than what vehicle to buy, for — either by scrolling through dozens do dealers benefit? Riesenbach: Not at all. It’s just an option,
the automotive Internet in 2007? purchase requests. In this sense, the quality which makes sense given that people only of drop-down bars on third-party sites, or rather than the only option. I should clarify
issues we have in our industry are more or buy a vehicle every three to five years and by scrolling through pages of unmanaged Riesenbach: The whole point is to deliver that MyRide.com, along with Autobytel’s
Jim Riesenbach: Speaking for third-party less built into the process: Consumers are are only in-market about 30 to 90 days. Right traditional search results. more — and higher quality — leads. By network of sites, will still offer the traditional
sites, I think the industry has done a good job pushed to the transaction moment, ready now, this large population of automotive providing the best consumer experience on new/used buying funnel and that the search
in terms of providing marketing services for or not, which is hurting dealers in terms consumers have no central place to go on AS: Give us an example of how a vertical the automotive Internet, we plan on attracting experience is above and beyond that. In
dealers and OEMs, but to be honest, I think of closing ratios. You’re still getting much the automotive Internet — which, again, search experience like the one you are a lot more direct-to-site traffic, which is fact, we’re working on a local ad program
it’s time to re-think the consumer experience. better ROI than through traditional media is almost exclusively new and used sales- describing will work generally much higher quality than acquired that would enable dealers to place local,
I’m not sure at exactly what point we began marketing, but in my opinion, there’s a lot of driven — and dealers, in turn, have very few leads. The process, moreover, is so flexible inventory-specific ads, based on new or used
to lose focus on the consumer, but it was room for improvement. ways to reach them. Riesenbach: We’ve developed what and user-driven that when shoppers elect to shoppers’ clicks, within the buying funnel.
probably around 2000 or 2001 when the we believe will be the first vertical search contact a dealership, they’re generally going We also have plans for an aftermarket dealer
“dot-com” bubble burst and the industry The other option for consumers is to shop AS: Where do you see things going from experience for the automotive marketplace, to be much more serious and ready to buy ad product. Bottom line, we are focused on
became tightly focused on lead generation. through a general search engine like Google, here? MyRide.com. On the site, you will type in than those on traditional sites, who, on some breaking down barriers in the automotive
The result today is that if you peeled the which 90 percent of car buyers, in fact, are a search term and our SmartSearch scours level, are being pressured to make those Internet to provide dealers new ways to
Riesenbach: The next generation of sites select automotive sources across the Web, choices prematurely. reach consumers throughout the purchase
needs to be a mix of cutting-edge original including our competitors, for the most and ownership cycle. It’s a win-win situation
Ten years ago, there were maybe automotive content integrated with a vertical
search experience. That will allow shoppers
relevant content and/or inventory, then
delivers it in a very user-friendly presentation.
Some of the biggest dealer advantages will
be through our used program. Shoppers
for everyone involved.
100,000 Web sites, but as of last month to quickly access relevant automotive content
and inventory from across the Web — not
So, if you type in “2004 Cadillac Escalade,”
you’ll receive an extensive inventory listing,
should have access to roughly 3.5 to 4
million used vehicle listings. Our program
For more information on MyRide.com
contact Autobytel at the address below.
there are more than a billion. There needs only for new and used vehicles, but also along with an option to view results for dealers will receive premium placement
and enhanced listings during used vehicle
accessories, aftermarket products, ownership Escalade accessories, aftermarket products,
to be a way to filter out the “noise” and resources and enthusiast content. service options, and editorial content searches — effectively putting them on top
(reviews, etc.) — all of it drawn from our of the Web’s largest used inventory. And Jim Riesenbach is the CEO of
connect users with shared interests to AS: For those of us who aren’t up to speed own content/inventory and relevant content/ each program dealer’s used listings will Autobytel. He can be contacted at
on vertical search, how exactly does that inventory from other sites. If you want to feature a dedicated, monitored “800” number 866.433.8825, or by e-mail at
targeted, useful information. work? continue down the buying route, you can that enables shoppers to call the dealership jriesenbach@autosuccessonline.com.
12 www.sellingsuccessonline.com
13

12. sts fos ls ms sf fis ScottPainter
marketing solution
Embrace Online Sales,
Not Just Marketing
Last year we to provide upfront pricing and online access Programs that aggregate groups of buyers
commemorated 100 to their inventory data. All of these elements and proactively bring them to dealers’ doors
years of the franchise are aligning to make the complete online are on the rise. Sales process automation
system — a century transaction possible within the next year — tools are dramatically reducing customer
that saw amazing and within the franchise system as it exists acquisition, transaction and overhead costs.
changes in the cars today.
themselves but, relatively speaking, few When all of this is done right, consumers
changes in the ways they’re sold. Today, the Dealers that position themselves at the benefit by extension through better deals and
industry is in the crux of perhaps its biggest forefront of online buying will benefit hugely a more customer-friendly buying process.
adjustment so far: how to fit the Internet into from this evolution. And, as we all know, happy customers will
the equation. Is it merely a sales tool — or remain customers beyond the initial sale.
can it be used to facilitate the sale itself? Moving Consumers Closer
to the Sale Here are a few steps dealers should take to
Many in the industry remember the launch So far, despite the best efforts of some move the process along:
of CarsDirect.com back in 1998, and that innovative online companies, shopping for • Work with technology and marketing
we came out fighting the system — wanting a car online has been a piecemeal affair: In experts to implement Web-based
to use the Web to bring cars directly to the the end, a consumer still has to finalize price solutions and automate the sales and
people. But now there’s a better way to and options at a showroom. But, for many administration process.
incorporate the Internet into auto sales — a consumers, the whole idea of shopping online
way that works within the current franchise is to avoid the showroom. That’s not to say • Offer consumers access to your
system and improves the process for dealers avoid dealers — there’s a big difference. inventory-tracking dealer management
and consumers. software, so customers can find the
The big leap in the consumer experience will exact car they want in your inventory.
There’s an incorrect perception that the involve moving out of lead generation mode This will bring you consumers who are
full Internet sale must, by its very nature, into a process that actually drives buyers further along in the buying process —
circumvent dealers. While that may have closer to the sale while they’re still online. increasing the chances of a sale, while
been the aim back in the late 1990s, today Many auto marketing Web sites today merely using fewer resources.
the Internet and Web-based solutions are not focus on lead generation and advertising —
competition for dealers, they’re solutions. so all they really do is try to get consumers • Give consumers an upfront price,
In fact, companies are using the Internet to click as many times as possible and view and guarantee it with a printable
to improve the process on both sides of more ads. This may generate lots of revenue “certificate” that the buyer can bring to
the transaction, offering a better buying for the Web site, but it is not efficient for the dealership. Customers get the price
experience for consumers, and a more either the buyer or the seller. they expect and dealers waste less time
efficient selling experience for dealers. with the traditional back-and-forth
To fully capture the attention of buyers online, negotiations.
A Complete Online Transaction is dealers should offer up their inventory for
Coming — and It’s Good consumers who want to complete more of • Let buyers view all of the transaction
for Everyone the transaction online — essentially, treat the documents online, so there are no
On the consumer side, the process of buying Internet as an extension of the showroom. surprises at the dealership.
a new car is fundamentally changing. J.D. There’s a direct correlation between the
Power & Associates reports that 67 percent accuracy and completeness of data provided Improved technology and efficiency results
of new-vehicle buyers use the Internet in electronically, and the number of cars dealers in reduced fee-per-sale — a win/win for the
their vehicle shopping process. sell. Until dealers are able to give consumers dealer and consumer.
online access to accurate, real-time inventory
Thanks to dealers, manufacturers and third- details — down to the very last feature and These innovations in Internet marketing
party sites, there’s already plenty of easy spec — their products will be relegated to capabilities move us closer to a start-to-finish
online access to data and images for every being commodities. online solution for dealers who recognize
make and model. The online selling process that long-term survival, and prosperity,
is in full swing. It’s the online closing of the Emerging Technology Cuts are impossible without the Internet — and
deal that so far has proved elusive — mostly Costs and Improves Operational Internet success is virtually impossible
because the industry and the technology just Efficiencies without the help of technology and online
haven’t been ready for that. Yet. For many dealers there’s still a gap between marketing experts.
the promise of what the Internet can do for
Today, things are starting to fall into place. them and the reality so far.
Ambitious technology innovators are
assembling the pieces, consumer loyalty But technology is catching up to the promise.
to affinity buying groups is on the rise New “cost per action” pricing models are Scott Painter is CEO of Zag, Inc. He can
(providing volume in terms of buying emerging, allowing dealers to pay a flat be contacted at 866.438.9808, or by e-
power) and progressive dealers are starting fee only when they close an actual sale. mail at spainter@autosuccessonline.com.
14 www.sellingsuccessonline.com

13. A Letter and Special Invitation from Mark Tewart
You Are Guaranteed To Increase Your Bottom line
by $250,000 This Year or I Will Pay You $10,000!
Would you like to:
• increase your gross profit per vehicle? • increase your repeat sales?
• increase your service business? • increase your service absorption? • start selling value instead of price?
• create an unbreakable bond between you and your customers?
• earn an extra $250,000 bottom line this year without having to sell one additional vehicle?
Mr. Dealer I’m sure you have heard it all before, Blah, Blah, Blah. The same old sales pitches time and time again. Increase this or increase that with
some sort of magic pill. I don’t have a magic pill, but I do have a real solution to dramatically increase key parts of your dealership and I’m willing to
back it up with a $10,000 guarantee.
Everything I listed above will absolutely happen. It’s already happened for several dealers and you could be next. As a mater of fact if you sell an
average of 100 vehicles a month or more the $250,000 can easily be $500,000 or more a year bottom line profit increase. No magic pills, no fairy
dust, no scams, no slam-bam programs, no old school hard-sell programs that alienate you customers. As a matter of fact, this will positively impact
CSI more than anything you will ever do.
What is this Super-Duper Program I am talking about? It’s a somewhat new program that is delivering amazing results. The reason I say somewhat
new program is that several dealers have now been on this New Program for about a year and half and have had the results I talked about earlier and
several have had increases of over $1,000,000 in just one year! That’s No BS and is verifiable.
Our Blue Sky Program is designed to increase the Blue Sky Value of your dealership dramatically by increasing your income now while increasing
key components that most dealerships continuously struggle with.
Please don’t take my word for it; I will let you talk to the dealers who have experienced these “Mark Tewart helped our dealership
things first hand. grow from 30-40 units a month to 130
units and substantially increased our gross
What’s the catch? There isn’t one. I am not asking you to buy something, sign a contract or pay
me one nickel up front. All I’m asking is a half-hour of your undivided attention. and net pro ts as well. Now that we are
on the More Blue Sky Program from
Here’s the deal… Mark Tewart I fully expect our bottom
Not every dealer will be accepted for this program. I purposely don’t do business with everyone. line to grow by an additional $500,000
I have found when you try to do business with everyone, you are just doing it for the money and or more this year.”
you can’t be everything to everyone. In the long run you wind up making less money and doing Mark Ward, Dealer
business with people you don’t like or respect and that may not be able to be successful no matter Ward Chrysler Carbondale, IL
what you do. I refuse to do that. Life is too short.
What I do is a personal interview with dealers, go over the program and then do an on-site analysis to see if it’s a good fit for you and for me. Then if
accepted, I let you decide. Although the More Blue Sky Program would benefit every dealership, I am only looking for a few specific dealerships.
This program works tremendously but takes a great deal of work in the beginning by my staff at your dealership to make sure it’s kicked off properly
and everybody is moving in the right direction. I personally spend a lot of time, effort and money to make sure it works. Because of this, I have to be
selective. In fact, we project only 25 dealers will qualify this year for the program. When we are full, that’s it.
I would like to briefly chat with you to describe the program in detail. If you qualify for the program, I will let you speak directly to multiple dealers
making an EXTRA $50,000 or more NET INCOME per month.
What’s the next step?
Just call me at 888 2Tewart (888 283-9278) or 513 932-9526 or e-mail me at info@tewart.com.
FREE Gift Bonus – Just for taking a look at this program, I will give any dealer principal my High Performance Selling DVD FREE! ($597 Value)
Sincerely,
Mark Tewart
Tewart Enterprises Inc
888 2 Tewart (888 283-9278) / 513 932-9526
info@tewart.com
P.S. For more information go to our FREE 24/7 Information Hotline at: 800 437-1784 Extension 86001

14. sts fos ls ms sf fis ScottMontgomery
marketing solution
Who’s Got the Best 0 Percent
Everybody’s looking to virtually limitless customer service. percent,” it simply wouldn’t have worked.
for a way to build their No one can own a number.
own brand and make Now, service happens to be one of those all-
their advertising work too-easy me-toos that generally go no further But now, because they stand for something,
harder. than “extended Saturday hours,” “factory any number they choose to talk about is just
certified technicians” and the always-popular that much more potent.
And now, more than ever, it’s an absolute “free shuttle.”
necessity. That’s the power of a brand. It makes the retail
By strategizing their position, they were right side of the business that much stronger.
Here’s the key: Stand for something. on. They had a number of genuine examples
And once you’ve arrived at a brand of your
when it came to demonstrating their level of
The truth is, your dealership already has own, make use of it wherever you can.
service.
a brand. So, unearth it. Don’t expect the Whether it’s a high school baseball team’s
ubiquitous “0 percent” to separate you. It outfield wall, TV or radio, license plate
Not least of these was a story they told us
won’t. frames, your GM’s interview in the local
about a customer who asked if he could
paper, or your Web site. Spread the word.
Lean on yourself. Look inward. Track actually sit in and watch his service happen.
down an honest-to-goodness insight the Rather than fall back on “sorry, our lawyers So, let’s review. If you truly want to set
competition either doesn’t have or most won’t allow it” the West Covina Nissan folks yourself apart, stand for something.
likely won’t go to the trouble of matching pulled up a chair, sat him down right there in
you on. the service bay and got him a cold drink. Never rely on a number to separate you.
Somebody down the block or on the next
That’s what manufacturers do. They try to Secondly, rather than hide their customer page or on another channel will always
capture a personality. Deliver a truth about lounge deep within the bowels of their match it, or, more likely, have a better one.
themselves that they know, generally through complex, they literally had it share a glass
very thorough research, will resonate well wall with the service area. Find a real difference. Live the difference.
with their particular piece of the pie. Give evidence of the difference.
Once again, any customer lounge has a
For example, Mazda’s “Zoom, Zoom” great big plasma and a library’s worth All the numbers that then come along for
campaign speaks volumes about the type of of magazines nowadays. But how many the ride will be just that much sweeter.
products they build and the audience they hope specifically design their lounge to share a (Consider, for a moment, high-end retailers
to attract. As does BMW’s “Ultimate Driving glass wall with service? with an actual brand-selling parity products
Machine.” As does Lexus’s “Relentless for a premium price. How’s that happen? It
Pursuit of Excellence.” As does Volvo’s “The As it turns out, no space in the entire ain’t magic.)
Luxury of Life,” and so on and so forth. dealership, aside from accounting for obvious
reasons, is off-limits to customers. This leads But whether on your own or with a little help
It’s something that makes an emotional to a very open and comfortable environment from an expert, get behind your brand with
connection with their respective targets. where it feels like anything’s possible, which everything you’ve got. And make sure every
happens to tie in well with their commitment member of the team does as well.
Manufacturers work very hard to set to unlimited customer service, which led
themselves apart. Then, and only then, do A strong brand pays dividends both in the
to their position and tagline: West Covina short term and the long.
they couple it with a product message. Nissan. No limits.
What sets you apart? Is there a particular So, find something to stand for. Go find that
It’s a mantra that rings true because it is real difference. And once you do, live the
piece of the retailing puzzle you work harder
true. And it’s a mantra that lives, in posters difference. Give evidence of the difference.
at than the competition?
throughout the dealership for the benefit of And that will truly set you apart from the “0
Most important, do you have a demonstrable both customers and employees, on table tents percent.”
difference you can put out there as proof that on every desktop, on service bay banners, and
you actually stand for something? Do you all the way out to their print and broadcast.
have the evidence? Can you walk the talk? Scott Montgomery is the chief creative
West Covina Nissan stands for something. officer at HLF Brandtailers. He can be
One Southern California dealership, West Now on the other hand, had they selected, contacted 866.664.9173, or by e-mail at
Covina Nissan, is touting their commitment say, “West Covina Nissan. Home of 0 smontgomery@autosuccessonline.com.
16 www.sellingsuccessonline.com