Autosuccess Dec06

December 2006

Merry Christmas

The smarter place to buy and sell a car.

AutoTrader.com received the highest numerical score for used vehicle leads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction with OnlineBuying Services StudySM. The study was based on 1,010 dealer evaluations in June-July 2006. Your experiences may vary. Visit jdpower.com.

“Highest in Dealer Satisfaction with Online Buying Services for Used-Vehicle Leads”

We're proud that dealers ranked AutoTrader.com highest in a J.D. Power and Associates study that looked at business generation, lead transmission, support and service, advertising, and fees. But we're not surprised. After all, we are the Ultimate Automotive Marketplace, with more shoppers and more successful dealers than anyone.

Call 1-888-249-6860 today, and let us steer more business your way.

Driving more business to dealers is what we live for.

(Of course, we also love that you noticed.)

866.856.6782 www.jandlmarketing.com

J&L Marketing knows that every dealership reaches it’s potential in a diff erent way. Th at is why we off er three diff erent roads to success - all with intense benefi ts!

1Events

Case Study: Missouri Chevrolet Dealership

• 3-Day, high impact sales promotion (no outside sales teams).

• As an appreciation of past business, previous customers were invited

to the dealership to take advantage of year-end savings.

• Dynamic website created for each customer.

• Increased response rate

• Gathered valuable data for future mailings

• Built credibility and provided additional information

• Produced instant internet leads with qualifying

information

• E-mail blast

• Increased response rate

7,500 mailed

93 respondents (1.24% during three days)24 sold (25.81% during three days)

Numbers do not include additional responses and number of vehicles sold from the

Internet and phone prior to event dates.

Contact one of our Business Growth Strategist at 866.856.6782 to discuss how each of these programs and others can be used in your dealership to produce amazing results!

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Weekly Campaigns

Hybrid Events

Case Study: Pennsylvania Hyundai Dealership

• Appointment-based sales strategy where customers call to set a

60- minute presentation with a member of the sales team.


• Allowed customers to schedule appointments on their own

time, increasing response rates

• Built database with customer information for future

mailings

• Produced instant internet leads with qualifying information

• Drives quality appointments into the dealership during the slowest

times of the week.

1,501 mailed

25 respondents (1.67%)10 sold (40%)

• Pre-registration program for previous customers that utilized direct

mail and personalized dynamic websites.


• Captured customer’s buying interests

• Follow-up postcard

• Used as a reminder to customer of appointment.

• Follow-up 3D mailer

• Used as a reminder to customer of appointment.

• HTML E-mail confi rmations

• Used to repeat customer’s information back to them

and remind them of appointment.

11,267 mailed

108 respondents (.96% during three days)21 sold directly from mail piece, prior to event date (19.44%)60 sold during event dates (55.56%)81 total sold, not including follow-up

Case Study: Tennessee Honda Dealership

I know, it’s late December and you’re worried about closing out the year – right now you’re probably not thinking

about what you need to do in January. Well, I have an idea for you that you probably have not considered in the past.

We study response rates and closing percentages on a week-to-week basis and measure every aspect of the direct mail

promotions we create. One thing we obviously look at is how well promotions do on a particular day of the month

or year.

Last year we noticed that Martin Luther King Day was one of our best days in terms of response rate and, more

importantly to you, the amount of cars sold. I’ve researched the direct mail promotions we created on Martin Luther

King Day for 2002, 2003, 2004, 2005, and 2006 and sure enough those years were equally successful. In fact, these

promotions performed so well that 94% of the dealers who ran a promotion on that date last year have already agreed

to run another promotion this year Monday, 15 January 2007!

Why are these promotions so good?

Well, if you think about it, the answer is simple. Just like President’s Day in February, people are off work, which

means they have the time to come into your showroom and buy a car. Plus, because Martin Luther King Day is not

recognized as a typical “sale” day, your competitors will probably not take advantage of it (unless they are reading

this advertisement too). All you have to do is give your previous or potential customers a reason to come to your

showroom - not your competitor’s.

We have a complete lineup of tested promotions that ran on previous Martin Luther King Days and are proven to

be extremely profi table. You need to make the decision now to have your dealership participate in this powerful

January promotion date. Just call my offi ce right now at 866.856.6782 and ask for Sarah Amburn or e-mail her at

[email protected] and we will send you these incredible promotion ideas as soon as we hear from you!

Don’t let your 2007 sales start off slow. Th at will not be good for the morale of your store. Use this opportunity and

get 2007 off to the type of start you really want. Contact us now!

Sincerely,

Scott T. Joseph

President

J&L Marketing, Inc.

P.S. As an added bonus, if you are one of the fi rst 25 dealers who contact us, we will create a specialized web page for

each potential buyer you mail to for FREE! Contact us now at 866.856.6782 for more information on this powerful

tool proven to increase your response rates.

I bet you never thought of this idea for January!

move the crowd. crush the competition. count the money.

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 [email protected]. 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

magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in

whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that

names be removed by calling 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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Video Streaming Reaches the Market and Boosts Sales

Innovate or Die

The Power of Positive Self-Talk

Leadership Requires Love

The Chemistry of Effective Leads

Increased Factory Warranty Equals Increased VSC Profits

How to Effectively Market on Television

The Proper Way to ApologizeTo Friends, Family, Co-workers and Customers

The Spirit of Christmas

And Now the Starting Line-Up for Tonight’s Game...

Tuning Your Web Site for High-Performance:Using Key Performance Indicators, Part 4

Secrets to Online Pre-Owned Sales Success

Avoiding Awkward Beginnings

Positive Action SystemsCar Business Fundamentals

Nine Random Things I’ve Learned the Hard Way

MikeNichols

JeffMorrill

DavidThomas

SeanWolfington

DixonJudd

JesseBiter

DavidKain

HeatherConary

PattiWood

JimmyVee & TravisMiller

PhilSura

SunnyKnocke

BrianTracy

MichaelYork

DeliaPassi

God is the source of all supply

SeanWolfington

MarkTewartPeople Hear What They See

Finding Ways to Move Forward

WillParquette

Two Big Myths of Automotive Marketing

TonyDupaquier

1 Peter 3:8-9Finally, be ye all of one mind, having compassion one of another, love as brethren, be pitiful, be courteous: not rendering evil for evil, or railing for railing: but contrariwise blessing; knowing that ye are thereunto called, that ye should inherit a blessing.

Courtney Paris, Sales-improvement Strategist [email protected]

Brian Ankney, Sales-improvement [email protected]

Brian Balash, Sales-improvement [email protected]

Toni Stephens, Sales-improvement [email protected]

Cori Frye, Sales-improvement [email protected]

3411 Pinnacle Gardens DriveLouisville, Kentucky 40245

toll free: 877.818.6620 facsimile: 502.588.3170 web: www.SellingSuccessOnline.com

Patrick Luck, Editor & [email protected] Susan Givens, Vice [email protected] Thomas Williams, Creative [email protected] Dave Davis, Creative Strategist & [email protected]

helping to promote...

The Secret to Your Success is in the Sauce

TomHopkins

The Hustle

1212

Every Business Professional Should Have a Personal Web Site TomKain

The Power ofPositive Self-Talk

BrianTracysts fos ls ms sf fi s

sales and training solution

8 www.sellingsuccessonline.com

Perhaps the most powerful infl uence on your attitude and personality is what you say to yourself, and what you believe.

It is not what happens to you, but how you respond internally to what happens to you, that determines your thoughts and feelings and, ultimately, your actions. By controlling your inner dialogue, or “self-talk,” you can assert control over all dimensions of your life.

Your self-talk - the words that you use to describe what is happening to you, and to discuss how you feel about external events - determines the quality and tone of your emotional life. When you see things positively and constructively and look for the good in each situation and each person, you have a tendency to remain naturally positive and optimistic. Since the quality of your life is determined by how you feel, moment to moment, one of your most important goals should be to use every psychological technique available to keep yourself thinking about what you want and to keep your mind off of what you don’t want, or what you fear.

You are continually faced with challenges and diffi culties, with problems and disappointments, with temporary setbacks and defeats. They are an unavoidable and inevitable part of being human. But, as you draw upon your resources to respond effectively to each challenge, you grow and become a stronger and better person. In fact, without those setbacks, you could not have learned what you needed to know and developed the qualities of your character to where they are today.

Much of your ability to succeed comes from the way you deal with life. One of the characteristics of superior men and women is that they recognize the inevitability of temporary disappointments and defeats, and they accept them as a normal and natural part of life. They do everything possible to avoid problems, but when problems come, superior people learn from them, rise above them, and continue in the direction of their dreams.

There is a natural tendency in all of us to react emotionally when our expectations are frustrated in any way. When something we wanted and hoped for fails to materialize, we feel a temporary sense of disappointment and unhappiness. We feel disillusioned. We react as though we have been punched in the

“emotional solar plexus.”

The optimistic person, however, soon moves beyond this disappointment. He responds quickly to the adverse event and interprets it as being temporary, specifi c and external to himself. The optimist takes full control of his inner dialogue and counters the negative feelings by immediately reframing the event so that it appears positive in some way.

Since your conscious mind can hold only one thought at a time, either positive or negative, if you deliberately choose a positive thought to dwell upon, you keep your mind optimistic and your emotions positive. Since your thoughts and feelings determine your actions, you will tend to be a more constructive person, and you will move much more rapidly toward the goals that you have chosen.

It all comes down to the way you talk to yourself on a regular basis. In our courses of problem solving and decisions making, we encourage people to respond to problems by changing their language from negative to positive. Instead of using the word problem, we encourage people to use the word situation. You see, a problem is something that you deal with. The event is the same. It’s the way you interpret the event to yourself that makes it sound and appear completely different.

The hallmark of the fully mature, fully functioning, self-actualizing personality is the ability to be objective and unemotional when caught up in the inevitable storms of daily life. The superior person has the ability to continue talking to himself in a positive and optimistic way, keeping his mind calm, clear and completely under control. The mature personality is more relaxed and aware and capable of interpreting events more realistically and less emotionally than is the immature personality. As a result, the mature person exerts a far greater sense of control and infl uence over his environment, and is far less likely to be angry, upset or distracted.

The key to becoming a highly effective person is monitoring and controling your self-talk at all times. Keep your thoughts and your words positive and consistent with your goals, and keep your mind focused on what you want to do and the person you want to be.

Here are fi ve ideas you can use to help you to be a more positive and optimistic person:

First, resolve in advance that no matter what

happens, you will not allow it to get you down. You will respond in a constructive way. You will take a deep breath, relax and look for whatever good the situation may contain. When you make this decision in advance, you mentally prepare yourself so that you are not knocked off balance when things go wrong, as they inevitably will.

Second, neutralize any negative thoughts or emotions by speaking to yourself positively all the time. Say things like, “I feel healthy. I feel happy. I feel terrifi c.” As you go about your job, say to yourself, “I like myself, and I love my work.” Say things like, “Today is a great day; it’s wonderful to be alive.” According to the law of expression, whatever is expressed is impressed. Whatever you say to yourself or others is impressed deeply into your subconscious mind and is likely to become a permanent part of your personality.

Third, look upon the inevitable setbacks that you face as being temporary, specifi c and external. View the negative situations as a single event that is not connected to other potential events and that is caused largely by external factors over which you can have little control. Simply refuse to see the event as being in any way permanent, pervasive or indicative of personal incompetence of inability.

Fourth, remember that it is impossible to learn and grow and become a successful person without adversity and diffi culties. You must contend with and rise above them in order to become a better person. Welcome each diffi culty by saying, “That’s good,” and then look to fi nd the good in the situation.

Finally, keep your thoughts on your goals and dreams on the person you are working toward becoming. When things go wrong temporarily, respond by saying to yourself, “I believe in the perfect outcome of every situation in my life.” Resolve to be cheerful and pleasant, and resist every temptation toward negativity and disappointment. View a disappointment as an opportunity to grow stronger.

When you practice positive self-talk, and keep your words and your mental pictures consistent with your goals and dreams, there is nothing that can stop you from being the success you are meant to be.

Brian Tracy is the chairman and CEO of Brian Tracy International. He can be contacted at 866.300.9881, or by e-mail at [email protected].


Avoiding Awkward Beginnings

TomHopkinssts fos ls ms sf fi s


When you meet someone for the fi rst time in your dealership, your goal is three-fold. You want to get them to:

1. Like you 2. Trust you, and 3. Want to listen to you.

Those three elements are absolutely necessary in order for them to make a buying decision based on the information you share with them.

If they came in after calling and speaking with you, it’s likely you said the right things on the phone to get them to at least come in and see what you have available in both vehicles and terms. You’re starting out on the right foot here. They’ll be curious to learn more. That means they’ll be listening to you.

However, their curiosity will only take them so far. Once they’ve gotten the basic idea of what you have to offer, they’ll need to like and trust you enough to want to do business with you rather than taking their newfound knowledge to another dealership to see what might be different or better there.

To help people to like you, you must be likable. That’s pretty simple. Develop the traits you admire in someone you deem as being likable. These could include having a relaxed manner. Understanding and using some of the more formal courtesies is also helpful. This includes introducing yourself with both your fi rst and last name. Use the clients’ last names, ie. Mr. Smith, Ms. Jones, until you feel them warming up to you. Then, you will have earned the right to ask to use their fi rst names. If they only give you their fi rst names, that’s a sign they don’t trust you yet. Go ahead and use their fi rst names a few times during your initial conversation. I recommend this for two reasons. First, it will

make them feel important. Second, it will help you remember their names.

In this business, we meet a lot of new people on a regular basis. Learning simple strategies to remember names is important. I recommend repeating the clients’ names to yourself four times immediately after they give them. It’s a strategy I’ve used for over 30 years and it works. Bob and Sally Brown. Bob and Sally Brown. Bob and Sally Brown. Bob and Sally Brown.

Another way to be likable is simply to smile. It may seem obvious, but if your mind is on a personal matter or if you’re worried about meeting your quota this month, it’ll show in your face. Your face muscles will tense up. You won’t be smiling and the prospective clients will likely see dollar signs in your eyes. To avoid that situation, really look at your clients (don’t stare them down) and smile with your whole face. You’ll be focused on them. Anything else that’s been on your mind will be forced away for the time being.

It’s human nature to like people who are like us or who we recognize as complementing our personality styles. People tend to like others who smile, make eye contact, are courteous and are interested in them. These traits make those with whom you come in contact feel as though they are important to you.

To begin building trust, establish common ground. If you’re a fan of the same sports team, if you have children the same ages, or if you belong to the same community service organization, they’ll see how much you are like them. Seek areas of common ground by asking questions about the situation that has brought them in to see you. You need to determine their needs without coming across as if you’re interrogating them.

It happens plenty of times that a young couple

will come in looking for a minivan, but fall in love with an SUV. Someone else might come in seeking the same kind of vehicle they’ve driven for 15 years even though their driving needs have changed. You could easily help them see the advantages of a different type of vehicle…if you ask questions about their needs.

It won’t hurt if, in conversation, you are able to tell them about a situation with another client they may be familiar with (maybe a friend who referred them to you) or where you demonstrated dependability. Be careful not to sound like you’re bragging. Use the term “we” as in “we, the company” when relating information about other clients or situations. That way, if they’re even the least bit shaky on their opinion of you, they’ll build faith in the fact that the company stands behind their promises.

Look and listen for ideas of what’s important to this person beyond their interest or need for a vehicle. If you don’t see or hear anything that you would feel comfortable asking about, don’t become anxious. You don’t want to create an awkward situation by looking like you’re struggling to come up with a subject. Avoid the weather unless there’s some unusual weather phenomenon occurring. It’s just too trite.

Train yourself to keep in mind “like me, trust me, want to listen to me” when approaching every prospective client and you’ll soon fi nd yourself doing the things you need to do to win them over.

World-renowned master sales trainer Tom Hopkins is the chairman of Tom Hopkins International. He can be contacted at 866.347.6148, or by e-mail [email protected].

11december 2006

The HustleDavidThomas

sts fos ls ms sf fi s


What does it take to be really great in car sales? That’s the million-dollar question everyone wants to know.

Is it detailed product knowledge? Yes. Is it a professional appearance? Yes. Is it an outgoing personality? Yes. Is it your clothing? Yes. Is it your product? Yes. Is it your location? Yes. Is it your dealer’s reputation? Yes.

All of these contribute to your success. But, if you really want to know, there is one magic ingredient that will make or break you: “The hustle.” It is the difference between selling fi ve a month or 20 a month. It is the difference between making a paycheck or a great living. It is the difference between a job and a great career.

Robert Fry was a great friend and mentor to me for many years. He was one of the best

car sales people on the planet. He went from sales person…to manager…to dealer…to dealer group owner in 15 fast years. He was a huge motivator and teacher to all and inspired many associates to reach new heights. His philosophy was simple. Robert’s reason for living was God, family and selling cars, in that order. He was great at all three.

Robert died in a plane crash on the way back from a dealer meeting in Las Vegas. I think about him and the hustle often and see if I am living up to his expectations. He died a winner in life and in sales. I hope I can say the same. Examine yourself and see if you have the hustle.

The following exemplifi es what Robert was all about. This was printed in the eulogy at Robert’s funeral.

What is Hustle?• Hustle is doing something that

everyone is certain can’t be done.

• Hustle is getting the order, because you got there fi rst or stayed with it after everyone gave up.

• Hustle is shoe leather and elbow grease and sweat and missing lunch.

• Hustle is getting prospects to say “yes” after they’ve said “no” 20 times.

• Hustle is doing more unto a customer than the other guy is doing unto them.

• Hustle is believing in yourself and the business you’re in.

• Hustle is the sheer joy of winning.• Hustle is being the sorest loser in

town.• Hustle is hating to take a vacation,

because you might miss a piece of the action.

• Hustle is heaven if you’re a hustler.• Hustle is hell if you’re not.

David Thomas is the owner of Subaru of Dallas. He can be contacted at 866.429.6803, or by e-mail [email protected].

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www.sellingsuccessonline.com

What do chemistry and leads have in common? Chemistry is the study of the transformation of matter. Like this branch of science dealing with different elements and their reactive characteristics, the science of effective lead generation also has to do with analyzing characteristics of prospects in an effort to achieve targeted reactions. In the case of leads, the desired reaction of the prospect is the transformation of their desire into a sale. But, before this transformation can take place, the leads must be generated.

The Basic ElementsIn the technology-saturated world of digital marketing, it may surprise you to hear that successful Internet marketing is not all about traffi c. Getting the right kind of sales lead into your dealership is the key to success. Before you spend thousands of dollars on

digital marketing campaigns, it is important to understand the chemistry - the basic elements - of effective lead generation.

What elements make a lead effective? A lead in itself is not a sale. It is simply an indication that a potential buyer has expressed an interest in your product. In order for your dealership to reap the benefi ts of successful online marketing, conversion is the key. To successfully convert a lead into a sale, you must generate high-quality leads that produce high conversion ratios. Let’s analyze the different types of leads that your dealership can generate, and what methods are used to produce potent sales leads.

Synthetic Leads Every lead is not a good one. Some leads are hard to close and generate little gross profi t.

Most dealerships that buy sales leads usually have low-closing ratios and not much to show for their efforts. It is more diffi cult to close a third-party lead because the same leads are being sold to your competitors as well. Additionally, there is a potential that your dealership’s “safe harbor” compliance could be jeopardized. If the purchased leads are on a federal or state “do not call” list, this could subject your dealership to costly fi nes.

Natural LeadsNatural leads are pure leads generated from your own Web site. Most successful dealers have transformed their Web sites into lead-generating machines. These leads generated by a strategic Search Engine Marketing campaign will produce higher closing ratios and higher gross profi ts. Natural lead generation is a cost-effective way to improve your bottom line and turn your business into a 24-hour marketing machine for your dealership. There are a number of ways to generate your own sales leads.

Formula for Effective Lead Generation Below are key marketing elements that are the catalysts for effective lead generation. These elements are necessary to formulate an effective “marketing mix” that will produce potent, high quality leads. They are as follows:

1. High-End Web site2. Search Engine Optimization3. PPC Campaign4. Effective Landing Pages5. Powerful CRM Tool

High-End Web SiteLeads generated by a dealership’s Web site close at a higher percentage because the prospect is further along in the buying process, and is ready to buy. Not only should your Web site be alluring with unique and interactive features, it should be a marketing center for your entire dealership. Rather than just providing information for the customer, it should build value in your dealership, people and products. Your Web site should transform visitors into more leads, phone

and showroom traffi c. However, just having a great Web site does not mean that leads will appear automatically. Successful dealerships are utilizing Search Engine Marketing strategies to attract consumers searching for vehicles onto their sites.

Search Engine OptimizationEvery Web site should be optimized. Search Engine Optimization is the ongoing process of developing and coding your dealership’s custom Web site in order to promote the site and increase the probabilities that it will appear at the top of the most popular search engine results. SEO involves comprehensive market keyword research and analysis to ensure the relevance of keyword phrase usage in your dealership’s Web site copy. When a consumer searches for a targeted product in your region, you want to dominate the search results and get rated ahead of your competitors. Ed Naczi, Jr., Director of eCommerce at Honda North says, “I believe in the power of this technology. After two months, our Web site provider was able to get www.HondaNorth.com to the top placement on all of the major search engines.”

PPCPay-Per-Click (PPC) is a method by which advertisers pay to have their ads displayed at the top or right hand side of organic search results. This concept is based on a bidding process for keywords and phrases. The higher the bid, the higher the placement of your ad. Since you pay only when someone clicks on your site, PPC is one of the most cost-effective and immediate methods to begin generating leads.

Landing PagesWhenever you implement a PPC campaign, you will be providing a link for the consumer to access. The landing page is where visitors “land” when they click on your online ad. It is crucial to provide an effective, well-designed site that will build credibility and trust with the prospect. The landing page should be brief, but informative; be creative, but subtle. The main objective of

the landing page is to assure the visitor that they are in the right place, and to make them feel comfortable enough to take the desired action of submitting a minimal amount of personal information in exchange for more information.

CRM ToolAn immediate automated response to any lead is essential. The goal of automated response tools is to acknowledge the visitor’s inquiry and to drive them back to your dealership Web site or to contact the dealership directly. A powerful customer relation management (CRM) tool will enable your dealership to reach thousands of prospects at virtually no additional cost, eliminating the need for more traditional forms of advertising, such as radio, television and newspaper. A state-of-the-art CRM tool will enable your staff to prospect as well as follow up with the customer from the initial click through the entire buying process. Naczi adds, “Within 120 days of implementing our eCommerce strategy, along with our BuzzTrak CRM Tool

“After two months,our Web site provider

was able to getwww.HondaNorth.com

to the top placement on all of the major

search engines.”~ Ed Naczi, Jr., Director of eCommerce at Honda North

and Virtual Test Drives, we more than tripled our online sales. Not only did we exceed our expectations in sales, we also dramatically reduced the advertising cost from $365 to $200 per unit.”

ExtrapolationGetting the right type of sales lead into your dealership is the key to its success. Each of these fi ve components should be present in an effective lead generating marketing plan. It is the science of correctly using these elements in combination with one another that provides the effective chemical bond in the “lead generating marketing mix.” Adapting the elements to match your dealership’s target market and using each component in coordination with the other will lead to ... well, more leads.

Sean Wolfi ngton is the general manager of BZ Results, an ADP Company. He can be contacted at 866.647.0471, or by e-mail at swolfi [email protected].

“Within 120 days of implementing our eCommerce strategy, along with our BuzzTrak CRM Tool and Virtual Test Drives, we more than tripled our online sales.”

~ Ed Naczi, Jr., Director of eCommerce at Honda North

SeanWolfi ngtonTheChemistry LeadsLeadsEffectiveof


The Secret to YourSuccess is in the Sauce

DixonJuddsts fos ls ms sf fi s


Do you ever wonder if there is a “magic combination” that will unlock your success? Perhaps you could seek out a guru or a

medicine man, a muse or travel high into the Himalaya Mountains and fi nd a monk that knew the all illusive secret ingredients to your success. If you could, would you make the effort to seek the answers to your future?

Kentucky Fried Chicken’s 11 secret herbs and spices hold the key to their success over their competitors, and all of the famous brew masters closely guard the recipes, ingredients and processes to create world-class beverages. It creates mystery and intrigue, to say the least, but it also allows them to consistently produce something that is predictable and unique. They arrived at these successful places after a long, concerted effort of trial and error followed by meticulous record keeping to document the journey. If they hadn’t written the steps to their success, they would not know how they got there. Have you ever created something that was fantastic by accident, only to wish that you had tracked precisely how you got the fi nal outcome?

Many of the above references to secret success formulas took many, many years to perfect. Once they were identifi ed, they produce benefi ts forever leaving the rest of us to say, “If only I had invented the PostIt pad.”

You and I don’t have years and years to search around endlessly for our very own secret formula to our own sales success. The good news is that I believe there is a way to do it quickly and start realizing the benefi ts immediately. Believe it or not the answer is closer than we sometimes realize. Here is the long-held, closely guarded answer to this all important mystery: The secret to your success is in knowing your numbers.

No, not astrology; your real numbers. This is perhaps the single most powerful principle in having a rich and rewarding sales career. Let’s look at it and, as we do, ask yourself:

• Do I know these numbers by heart? • How many leads did I have last year? • How many presentations did I make

last quarter? • What is my minimum income

requirement to run my business? • What is my average commission per

transaction? • What is my cost to produce a closed

sale? • How much cash will I need to retire? • What is my next vacation going to

cost? • What is my conversion ratio from

lead to closing?

By now you may be thinking, “This is boring” or “I have an idea of these numbers, I don’t really need to be precise.” Many times we greatly underestimate the power of knowing our numbers, precisely. I believe it is the second only to lack of time management for causing us to fail in the sales professions. Let’s look at it from some other perspectives. If someone approached you for a $300,000 business loan for, let’s say, their sales business. Would you lend them your own money if they had your current business plan and your current grasp of their numbers? What if they didn’t know their numbers but they had a great personality, drive, ambition and offered to pay you a huge return on your money? Chances are that you wouldn’t even lend them $3,000. I have found that knowing exact numbers creates tremendous confi dence, power and clarity and is a very key ingredient in creating massive success and cash fl ow.

Knowing our numbers is too big to ignore. Knowing our numbers allows us to compete at the top of our professions for many reasons

even if one strategic advantage is that 97 percent of our competitors don’t know their numbers, putting them at a huge disadvantage. If the numbers are vague and unclear, the results will be poor and unpredictable. This is why many, many fi elds and professions make knowing the numbers one of the most critical functions they perform - science, medicine, sports and accounting, to name a few. You and I won’t work with a doctor who is vague on our prescription dosage, we don’t follow a team that doesn’t care about how many games they win or lose and we certainly wouldn’t pay an accountant who guesses at our fi nances.

The good news is that you don’t have to wait until New Years Day to start reaping the benefi ts of knowing your numbers. Here is my friendly challenge to you. Simply take a pad of paper and list the categories that are key to your success. Home, business and retirement are three main ones to address. Begin by listing what you are currently paying, analyze to see if this is currently meeting and/or exceeding the need. Then make note of the adjustments needed. Spend 30 minutes on this and set aside 30 minutes a week at the same time each week to review and analyze this. Commit to doing this for the next three weeks and then let me know the difference in your clarity, confi dence and energy. My experience with this topic is that no matter how far under the water you might be, that anyone can be completely debt free with a respectable net worth in fi ve years or less. How would your life and career look in that setting? Contact me for your free copy of “Bottom Line Motivation” that will help you break through into the power of Knowing Your Numbers.

Dixon Judd is a Partner in Your Success at Performance Resource Group. He can be contacted at 866.883.4916, or by e-mail at [email protected].

Money GuaranteeMy Sales Event will bring you $100,000-$250,000 in gross profi t in 5 days GUARANTEEDor I will deduct the cost of advertising. You will experience 200-500+ customers walk through your doors in 5 days.

This guarantee is small potatoes compared to the tons of money that you will make from this event. That’s why I am so confi dent and can make these bold claims to you. Big dealerships, small dealer-ships, city dealerships, rural dealerships, it does not matter. We have been able to get results time and time again.

What Is This All About??? Big things, big break-throughs, big sales, big gross profi ts. And yes, you can do this without lying to or beating up your customers. That’s right! With a very good marketing plan, very good people, very good processes and understanding of proper desking principles you can get a ton of customers, sell a ton of vehicles and make a ton of money – THE RIGHT WAY.

For many, 2006 has not been a banner year in traffi c, sales or profi ts. In fact, for many, 2006 has been a real stinker. Many dealers and their personnel have begun to believe that it is just that way and you can’t push a market when it’s not there. Folks, I am here to tell you that those things are only opinion.

DO YOU WANT THE REAL TRUTH? Can you handle the real truth?

The real truth is that it was a 13 Trillion Dollareconomy last year in the US. 13 TRILLION! Now, if you believe that you and your dealership can’t get your fair share of 13 Trillion, then you can skip the rest of this letter because my company would not be a good fi t for you. If you don’t believe you can get your fair share of 13 Trillion Dollars, then you need to keep belly aching and whining about how bad things are.

However, if you aren’t willing to make excuses for the rest of your career about economies and manu-facturers and every other boogey man you can fi nd, then read on…

Tewart Enterprises Inc. produces fi ve-day sales events for dealer-ships all across the country. We bring traffi c, LOTS OF TRAFFIC,with our promotions. We also bring a professional team of people to help you manage the sale and make it successful. We don’t bring drunks, drug addicts and derelicts. WE ARE PROFESSIONALS.

How Are We Different?First of all, it’s our people. We have quality people. No vagabonds and rogues allowed. Second, we have process. Third, we have experience. MOST OF ALL, we are an individual and organizational development company. Our mission is to leave your dealership better than when we came in. We will assist your people in growing their sales skills, people skills and deal process skills.

OpportunityDon’t let another weak month happen. If you would like to discuss the opportunity of what a Tewart Enterprises Inc. sales event can do for you:CALL 888 2 Tewart (888 283-9278)or e-mail us at [email protected] with the words “sales event” in the subject line and make sure to give us your contact info in the e-mail.

FREE BONUSFor all dealerships who schedule a sale with us in the next 30 days, I will include one month of our

distance learning program for FREE. You get our internet based sales training program available to you 24/7 for a month! ($497 Value!) Each person can view as many modules as they want and take a test on each module and the manager can track everyone’s usage and test scores.

FREE BONUS #2The fi rst 10 dealers who we schedule a sale with that mention this letter, I will give you my High Performance Sales DVD for FREE! ($597 Value)

“We have tried other companies and Tewart Enteprises is the best.” Lonnie Robertson, Dealer – Johnson’s of Chickasha – Chickasha, Oklahoma

$200,000 in 4 days at Jeff Wyler Auto Mall in Springfi eld, OH

P.S. You can subscribe to my free e-mail newsletter at www.tewart.com, and make sure to come to my Workshop at the 2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Traffi c and Sales in 30 Days or Less.

MARK TEWARTTewart Enterprises


Nine Random ThingsI’ve Learned the Hard Way

JeffMorrillsts fos ls ms sf fi s


1. Win the War, Not the BattleIt is not your job to prove someone wrong. We routinely run into prospects who don’t

know much or don’t see things in a common-sense way. Swallow your pride and fi nd a way to bypass inconsequential confl icts. You can show a prospect that he’s stupid or you can sell him a car. One or the other, it’s your choice. The customer is not always right, but he is right most of the time, even when he’s wrong. After all, it’s his money.

2. It’s a Lot Easier to Work With What’s Already in Someone’s Head Than to Install Something NewFor example, if someone thinks a slightly-used car represents a much better value than new, then try to fi t his needs with a slightly-used car. Undertake the switch to new at

your peril, and only after exhausting all the slightly-used options.

3. Slow Down With ProspectsThe longer prospects spend with you on the phone or in the dealership, the more likely they are to buy a car. If you spend more time on the steps to the sale, they will trust you more, and you use up time they might spend shopping elsewhere. So take as much time as a prospect will give you.

4. Don’t Take Things too PersonallyI look at it this way: I get along with 99 percent of the people I meet - the math suggests that my inability to get along with the last one percent is not my problem, but theirs. Some folks have led tough lives, without the blessings that you and I have enjoyed. You don’t have to justify or suffer their bad behavior - ask them to leave and move on.

5. Profi t is Not a Four-Letter WordYour prospects wouldn’t work for poor wages because they need to provide for their families, just as you need to provide for yours. Don’t be bashful about asking for list price, because that’s what it takes to grow a business.

6. If You Want to Become a Manager or a Dealer, Act Like OneLearn the product knowledge, know the inventory, study good sales technique, and dress a cut above. When an opportunity for advancement opens up, you’ll be the obvious choice.

7. Don’t Forget That Your Health is Your Greatest AssetYour ability to honor your commitments to yourself, your family and your career is compromised if you’re poorly nourished, sedentary and vulnerable to illness. Quit smoking, eat right and exercise, and start making a life instead of just a living.

8. Choose Worthy Goals, Write Them Down, and Get Started on Achieving ThemYou have less than 100 years to live. Are you leaving them to chance? You know the cliché: Aim at nothing and you’ll hit it. Only a tiny fraction of the population sets goals - but almost all the successful people I know set goals. Coincidence?

9. You Are The Biggest Obstacle toSuccess in Your LifeLuck does play a part. But I’ve seen lucky people make nothing of their lives and I’ve seen unlucky people succeed beyond all expectations. The difference? The decisions you make in every moment of every day. Are your decisions moving you towards your goals or not?

Jeff Morrill is co-owner of Planet Subaru in Hanover, Mass., and Planet Chrysler Jeep Dodge in Franklin, Mass. He can be contacted at 866.872.8699, or by e-mail at [email protected].

IMN Loyalty Driver™ is a turnkey e-marketing service that drivesinterest, sales and customer loyalty. Customized, trackable emailcommunications provide tangible results for dealerships acrossthe country. A couple of examples:

• 15 test drives scheduled within the first hour after anIMN Loyalty Driver e-newsletter was sent.

• 90 phone calls in a month as a direct result of one IMNLoyalty Driver e-newsletter.

Looking for results like these? Call 866.964.6397, ext. 214 or email [email protected].

Drive customers in…For sales, for life.

866-964-6397 imnLoyaltyDriver.com

> Matt Lamoureux, Acton Toyota

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to2.5

times its normal rate.”

Visit us at booth 3881C at NADA 2007

TonyDupaquiersts fos ls ms sf fi s

f&i solution

Increased Factory Warranty Equals Increased VSC Profi ts

Vehicle Service Contracts (VSCs) contribute signifi cantly toward business managers’ success. Now that the factories

have increased their powertrain coverages, many business managers wonder what this means for their future in the industry.

It opens the door for increased sales and increased profi ts. A challenge could be that customers may no longer think they need to purchase a VSC due to the increased coverage. This means business managers need to adjust their product presentation to overcome this perception.

Perhaps the most important change business managers need to implement is informing customers about the facts of powertrain coverage. In general, these coverages do not cover as much as customers perceive they do. Traditional powertrain coverage covers three components: the engine, transmission and drive axel. This leaves the customer responsible for many major components, such as suspension, steering, the electrical system, brakes, air conditioning, fuel system, cooling system and high-tech systems. On average, 60 to 75 percent of breakdowns result in a failure of a non-powertrain component.

Furthermore, many of today’s customers drive in excess of 20,000 miles per year. Depending on the part of the country, this average may exceed 25,000 miles. Explaining to a customer when the base factory coverage expires is critical. In many cases, the coverage will expire within a year and a half.

Once customers realize how much the powertrain coverage actually covers and how long it will last, the opportunity to upgrade with a VSC becomes easy. State to the customer that the factory has given him or her coverage up to 100,000 miles on the vehicle’s core components. Then ask, “Wouldn’t it be great if you had coverage that covered the entire vehicle for the same amount of time?” Most likely the customer will say, “Yes.”

During the menu presentation, explain to the customer that he or she stated the desire to have coverage for the entire vehicle for the

same length of time as the factory powertrain coverage, and that is why a VSC is on the menu. If the factory sees a need to cover the powertrain of a vehicle, the customer should certainly want to protect the rest of the vehicle.

Which VSC coverage does the customer need to purchase? The answer is a wrap coverage. Most VSC providers offer wrap coverages that cover the entire vehicle with the exception of items covered by the factory, thus “wrapping” around the original coverage.

A wrap offers many advantages. For example, customers who are familiar with VSCs are accustomed to the price. With wrap policies, the overall cost is lower. Now the value to the customer is higher, as many offer important services such as towing, rental reimbursement, roadside assistance and trip interruption.

Also, most dealerships price their VSCs with a minimum amount of mark-up to help increase sales, but the increase in powertrain coverage allows for an increase in mark-up for wraps.

The increase of the factory powertrain warranties is an opportunity for business managers to increase their success in the business offi ce. Now is the time to capitalize on additional VSC sales and profi ts.

Tony Dupaquier is the director of F&I Training for the Automotive Training Academy. He can be contacted at 866.856.6754, or by e-mail at [email protected].

or email: [email protected] 6 5 74 2 4

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17december 2006


Innovate or DieSunnyKnocke


marketing solution

Five years ago, e-mail marketing emerged as cutting edge technology in the marketing mediums. As a marketing

consultant, I encouraged dealers to take advantage of this new technology as a viable way to communicate with their customer base. Yet while dealers had heard of the power of e-mail marketing, few utilized this tool, saying “I don’t check (or have) e-mail so I know my customers don’t check e-mail.”

Today, fi ve years later, e-mail marketing is the most powerful method of communication in the automotive industry. Those dealerships who embraced this form of communication have amassed thousands of e-mail addresses that enabled cost effective and effi cient marketing. They saved tens of thousands of dollars utilizing e-mail instead of dying on the vine. These dealers were innovative.

As technology advances and new forms of communication emerge, a younger generation is embracing fast and portable methods of communication.

What is the next wave of communication and marketing in the automotive space?

The mobile phone.

Mobile Phones and Text MessagingWhere is your mobile phone right now? I’ll bet that it is somewhere very close to you because it is convenient, easy to use, and keeps you connected to your family, friends, employees and customers. By harnessing this common device as an important marketing tool, a dealership can cost effectively reach a new sector of their customer base and increase profi ts.

In the wake of multi-channel technology, new and innovative methods of marketing have emerged. Customers that live in today’s fast-paced environment react strongly to marketing that is portable and congruent with their individual lifestyles. Reports show that SMS — short message service, commonly referred to as “text messaging” — is the fastest growing communication tool. Its success parallels that of the Internet boom in

the mid-90s with a growth of 200 percent.

Did you know?• On average 94 percent of all text

messages get read (according to ICM, 2005)

• 18-29 year old consumers use text messaging more often than voice to communicate (eMarketer, 2005)

• 80 percent of consumers keep their mobile with them all day (eMarketer, 2005)

• When given a choice, 39 percent of US consumers prefer text messages to radio or TV advertising; however, only 3 percent of most marketing campaigns currently have a text component (Nightfl y, 2005)

Various industries from real estate to school systems have adopted this unique form of communication — text messaging — and likewise the automotive industry should be on the forefront of this technological explosion. Your customers are looking for companies that will market to them in a manner in which they want. In other words, they want fast methods of communication while on the go. They want to be connected outside of the home and offi ce. Dealerships must be attuned to the needs of their prospective customer base and in the age of cellular technology, text messaging provides a quick and effective method of marketing.

With eight billion messages sent every month, a dealership can reach a much larger customer base. “The text messaging system enhances key areas of our customer follow-up,” said Richard Mikels of the Beck Automotive Group. “We are now reaching far more customers in an extremely cost-effective and effi cient way.”

Did you know the average dealer’s database has 20 percent mobile phone numbers listed as the home phone number? Dealers have mobile phone numbers in their database even if they haven’t been actively collecting them.

Will you upset your customers by text messaging them? Yes, a few. Did you upset your customers when you started e-mail marketing to them? Yes, a few. However, a majority of your customers appreciate your

new method of communication and the fact that you are communicating with them on their terms and on their time. Remember, these customers voluntarily gave you their mobile phone number so you could communicate with them.

But, Please Text Responsibly:1. Do send happy birthday messages,

service reminders, thank-you messages

2. Don’t over text your customers3. Do partner with a reputable text

messaging company who will properly create and deploy your campaigns for you

Text messaging can benefi t all areas of the dealership. Service managers can send service reminders and recapture incentives to draw old clients back into their service drive. Sales managers can send owner loyalty certifi cates to customers looking to purchase a new vehicle. Whatever the message, text messaging offers the right medium for a tech-savvy generation.

We know that we need to innovate to stay ahead of the curve. Technology is bound to change, and we in the automotive industry need to change with it. Those who embrace change will benefi t with more sales and increased profi ts.

So, if you are thinking “I don’t use text messaging, therefore my customers must not use text messaging,” just remember that dealers were saying the same thing about e-mail communication fi ve years ago. If you still don’t believe that text messaging is the future, I challenge you to take a look at your customers waiting in your dealership now. Do they have their mobile phones with them? Do you see them text messaging?

So go ahead. Take the leap. Innovate.

Sunny Knocke is the president and co-founder of MarketView 360. She can be contacted at 866.452.3715, or by e-mail at [email protected].


And Now the StartingLine-Up for Tonight’s Game...

MichaelYorksts fos ls ms sf fi s


Welcome to a NEW SEASON. As the year winds down to the fi nal buzzer, a new “season opener” is in sight. Everyone begins at the

same starting line. Are you ready for a NEW SEASON?

On opening night in the NBA just a few weeks ago, I was asked to speak to my “home” team in a pre-game chapel. The Charlotte Bobcats in the new downtown arena, on opening night. Cool. There were lights everywhere and music and crowds and a buzz that was pure energy. It was most defi nitely “The Show.”

How Do You View Your NEW SEASON?I’ve done this before and it’s always exciting, but there is a special excitement reserved for opening night. Is that how you view the coming year? With a special excitement?

An enthusiastic attitude? Here’s a list of my “quick hits” from my night with the pros:

1. Prepare with Enduranceand Expectation One of the biggest differences between the college and professional seasons in basketball is the length. Not 30 games or 40 games or even 50 games - there are 82 games.

Preparing with endurance is key. The season is a long one. How are you preparing for a new opportunity in 2007?

The NBA’s best teams know what this marketplace and its best players know as well: “When opportunity arrives, it is too late for preparation.” It’s the same reason Broadway plays have weeks of rehearsal and Disney World has parades at 3 a.m. - preparation for the opportunity that “THE SHOW” brings.

These players have been at work for weeks, even months, in what is known as the “OFF” season. No off-season for you, you say? Why not? Maybe you should re-think your

preparation or plan or expectation for new results if you’re just doing the same old things, letting one season run into the next with no discernable (or measurable) difference.

In my message to the team that night, I opted to lead with ancient wisdom about something they already know a lot about: Seasons. “To everything there is a season—a time for every purpose under Heaven.” And to challenge them to a new commitment for this NEW SEASON.

2. Think (Differently) and Grow RichThat’s largely my message to most any audience, to think differently about something they already know a lot about.

Of course the thing most all of them were thinking about was work or their “on-the-court” commitment, but I also wanted them to consider their after-hours commitments to the travel, the ups and downs of the season, family, life, etc.

3. Attitude is (Almost) EverythingI encouraged them to be strong and expect that things will be good at times and to know that there will be some low times as well. That’s a good lesson for us all. That’s how life and work and “things” are for us all, so we should prepare with an expectation of what’s ahead and commit to getting through those times with an unshakeable attitude that says more about who we are than what kind of season we’re going through.

I challenged them to ask better questions and to pursue the answers diligently. Many individuals (and teams) say they want things to change but they don’t commit to the actions and the attitudes that will bring about any measurable change in themselves, or in their results.

4. Become a Good StudentWhat if top performance and high achievement were as simple as reading, listening and writing? It’s why there are coaches and meetings and playbooks in the NBA and

NFL, because those things all matter to the success of champions. And they matter to you and me as well, or they should.

Success leaves clues, and big success is available if you’re really interested in asking better questions and pursuing the answers diligently.

Mentors and coaches and models are great resources, but some individuals have the attitude that their experience or talent alone makes them smarter or above help from someone else. Sad but true. We see it everyday in professional sports and in the marketplace.

5. Commit to WinningCommit to winning the day, and winning over the length of a project or a SEASON. Most all of us have heard the old adage, “it doesn’t matter whether you win or lose….”And I guess I would say to you, “It doesn’t matter whether you win or lose…until you lose. And then, suddenly it matters.”

It’s OK to win; in fact I much prefer it over losing, and I’ve tried both. Trust me on this one. You can’t win them all (another cliché), but you can prepare and commit to winning.Losing is certainly a part of the process of becoming a winner, but don’t get too used to it or let losing become who you are and what - or whom - you’re associated with.

It’s a new season, are you ready?

Why not do a review of last year, set some new goals, focus on some of the fundamentals that could make all the difference, and see where you could end up come playoff time?

If you’d like the rest of my short list for “players” in the new season, e-mail your request to the address below.

Michael York is an author and professional speaker. He can be contacted at 800.668.5015, or by e-mail [email protected], or visit www.MichaelYork.com.


PattiWood

The Proper Way to ApologizeTo Friends, Family, Co-workers and Customers



Follow these rules step by step for an apology that takes the pain out of the process for you and lightens the

pain of the offended party. The best way to apologize is face to face with the person, but you can use some of these steps to form an apology letter as well.

Step OneCommunicate your apology as soon as possible. Research shows waiting will make the problem actually grow in severity in their minds.

Step TwoLet go of your desire to win, be right or make excuses. It is about keeping and/or maintaining a relationship.

Step ThreeApologize. You can say, “I apologize,” or “I am sorry.”

Step Four Keep the message clear of “buts” and excuses (“I’m sorry, but I had to take that phone call. It was really important.”). Stay clear of the blame game (“I am sorry, but it’s not really my fault, my boss…”). If you start making excuses, you may start an argument. If you choose to be agreeable, that is not possible.

Step FiveIf there is an excuse, use this phrasing: “I am sorry, I messed up, there is a reason and I would like to talk to you about it at some point but the most important thing for you to know now is that I am sorry.” If the person is calm and rational, they will immediately ask you the reason. If they are emotional, angry and upset, they are not ready to hear it and have a discussion about it, and could

probably care less, but you have left an opening to talk about it later if you need to. If you absolutely must make an excuse right now, make the excuse briefer than your apology and, whether writing an excuse or giving it face to face, follow it with another statement of apology.

Step SixMake sure your voice, facial expressions and body language are sending the same message as your words. If you are not feeling respectful, your tone will tell the tale. When your word message and your nonverbal message disagree, people will always believe your nonverbal message is the true message that comments your honest emotions. You must apologize with complete sincerity without any subtle eye-rolls or exasperated looks, or even looking away slightly. Anybody who has a teenager in their home knows the difference between a smart mouth apology and a real apology.

Step SevenSympathize. This is especially important if a person is emotional. If someone is emotional, they will keep emoting until they feel heard and understood. Case in point, an angry customer will get angrier until they know you get their pain. Empathize. Let the person know that you can identify with his feelings. For example, “I can appreciate you’re very frustrated about receiving a faulty product or poor service, I would be frustrated, too.” When someone feels heard, they don’t have to keep talking. Their feelings have been validated. You can also assure them that you did not mean them harm (“I did not mean to offend you with that comment.”).

Step EightAccept responsibility for the situation. Be accountable. Let the person know that you

intend to do whatever it takes to make things right. You can’t help what has already happened, but you will come up with a solution to the problem, or if you’re in a business situation, you will fi nd someone who can. When I suggest you take responsibility, I mean you accept it. Do not say, “We are sorry.” Instead say, “I am sorry.”

Step NineShow your regret. People will complain till they see you get their pain; some people will not fully accept an apology unless they know you have suffered too. Pain for pain can make a confl ict disappear. Come right out and say you are sorry or ashamed (“I felt bad the minute I said that. I’m ashamed of myself.”).

Step TenTake the heat. This is the toughest part. After you say you’re sorry, you need to stop and listen to hear the person share their pain and anger.

Step ElevenTake action to repair the damage. For your apology to be complete you need to do something to repair or fi x the injury. Decide what you can do and tell the person. If you’re dealing with a customer, whenever you can offer a bonus of some sort or waive fees. It doesn’t hurt to offer friends and family a bonus as well.

Following these steps can soften a hurt. And know that it never hurts to send fl owers.

Patti Wood, MA, CSP is a professional speaker, author and coach at Communications Dynamics. She can be contacted at 800.849.3651, or by e-mail at [email protected].


Sell Yourself First, Next Your Dealership, and Then the VehicleFirst impressions are priceless and unchangeable. Always

be ready to put your best effort forward.

Salesmanship Starts When the Customer Says “No”Overcoming rejection and answering objections are among the most important skills a sales person needs to develop. In most cases, when a customer says “no” they are really saying “not yet,” meaning that they have not been given enough value to make a buying decision.

The Feel of the Wheel Makes the DealA proper and structured test drive is an absolute must. Today’s vehicles offer so much more in performance and utility than those of any time in our history. Get with your manager and learn how to do a professional walk-around test drive.

Customers Choose One Car Over Another for the Smallest of ReasonsSometimes a seemingly insignifi cant feature is enough to tip the scale for the customer when deciding which car to buy. The location of a cupholder, a handy center console, or any number of small features may be just the key to satisfying a customer’s motivation to buy. Don’t pass over the obvious or overlook these and other items; one of them could be the customer’s “hot button.”

The Higher the Gross, the Happier the CustomerPerception becomes reality, and the best deal is the one the customer feels like they got.

Follow up Until They “Buy or Die”Don’t miss the opportunity to turn a customer into a be-back and ultimately make the sale. Many opportunities to do business are available. Stand out from the pack by making professional follow-up calls in a timely and diligent manner.

Customers Appreciate Follow-up Calls - It Shows Them That you CareA follow-up call is welcomed by most customers. It tells them that you appreciated their visiting your dealership and that you value their business.

Ego Never Sold a CarIt’s great to have self-confi dence, but having too high an opinion of yourself as a sales person will not help. After all, it’s what the customer thinks of your abilities that really matters. Sales people with huge egos are rarely ever good listeners, and listening is the fundamental essential skill to sales success.

You can Shear a Sheep Many Times - You can Only Skin it OnceCustomers who are treated professionally and fairly will return and buy over and over again if followed up properly. Start building your clientele by helping your customers get the right car and a fair deal to go with it.

It is Really not Possible to Guess a Customer’s Means From Their AppearanceYour customers come from many walks of life and dress, and look and act in many different ways that don’t necessarily refl ect their fi nancial status. Therefore, trying to guess who is capable of buying and who isn’t based on appearance is impossible. Give allcustomers professional treatment and a fair chance to do business.

Customers do not Always Buy the Vehicle They Came in Looking ForThe customer who may insist on a particular model or option may really want what they say, or just need more information before landing on a selection. Explore other options with the customer and suggest alternatives. Something else on the lot may catch their eye, so be fl exible and prepared to change direction.

Women are Decision MakersRight from the introduction at the meet and greet through the rest of the road to the sale, women need to be addressed with the same attention and respect that their male counterparts receive. This is especially true if a woman is shopping for a vehicle by herself.

Will Parquette is the training director for Columbia Ford Lincoln Mercury. He can be contacted at 866.647.0467, or by e-mail at [email protected].

WillParquette

Positive Action SystemsCar Business Fundamentals



25december 2006

After returning home from a speaking engagement in New York, I wanted to relax a little and fl ipped channels on the TV

until I came to a movie called “Beyond the Sea.” My intention was to just watch and enjoy the movie and just release all the tensions of work and travel. It was time to veg-out and not think. Then – boom – it happened. A line from the movie hit me like a thunder bolt: “People hear what they see.”

“Beyond the Sea” is a movie about the life of Bobby Darin. Darin was a singer and actor from the 50s and 60s. Darin was part of the so-called crooner-style singers such as Tony Bennett or Frank Sinatra. He had a very successful career that included many hit songs, two Grammy Awards and a nomination for an Oscar for one of his movie performances.

Even with his success, Darin, like many of the crooner-style singers of that era, became obsolete overnight. The British invasion and the Beatles came to America and rock music and folk music swept the culture. The Vietnam War was in full swing and the protest movement, along with “Peace, Love and Drugs,” was the common theme. Music was being played in large concert halls and not the nightclubs that had made Darin popular. He was suddenly old news at a young age.

In a scene from the movie, Darin discussed his frustration with his career with his wife, movie star Sandra Dee. Then, Sandra Dee delivered the line that woke me from being drowsy: “People hear what they see.”

Darin had been trying to suddenly play war-protest songs while playing the guitar to now-younger audiences in traditional clubs like the Copacabana. Although still young, Darin was playing to younger audiences that distrusted anyone older, and because he was rapidly balding, he appeared that much more out of date to the audience. He had changed his song delivery to sitting on a stool while singing intense war protest and political songs. His message, which mirror-imaged the message of many popular singers of the times, was falling on deaf ears.

Because of the observation of his wife, Darin switched gears and moved his act to Las Vegas. Vegas audiences were used to big shows and lots of production. He incorporated his new

songs into his act but delivered them in a different manner. He gave them something to see while they listened. The changes in Darin’s act changed the perspective and the acceptance of the audience. He became popular again but in a certain niche delivered in a different method.

What exactly was the “aha” moment or “writer-downer” thought that hit me when I watched this movie? Two things. First of all, think about the line “People hear what they see.” How do your customers see you and how does that infl uence what they hear from you? How are the fi rst impressions of you and your dealership infl uencing your customer’s trust in you, belief in you and the establishment of a buying relationship with you? Visual impact can be huge in delivering your desired message.

Second, how are you delivering your desired message in your dealership and your marketing/advertising? Are you delivering a message that is not matching your market anymore? Is your message worn out? Is the delivery mechanism or media choice for your message successful?

Careers, businesses and everything and everybody face constant change. The question is what are you doing to understand that change and adapt to it? Traditional advertising is dead. Traditional sales techniques are outdated. Are you making the necessary changes, or are you waiting for the market to change back to the old times?

TLC – Think Like a Customer. Listen to and observe your customers and marketplace. Read as many various types of magazines as you can. Go to the mall, sit down and just watch people and their shopping habits. Dinosaurs did things the way they always had done them. One day, they wound up extinct.

Go over the 3M’s of your sales and marketing with a fi ne tooth comb – Message, Marketplace and Media. Don’t hold any existing knowledge or so-called truths to be universally true. Adapt, niche and be bold in doing so. Look and listen intently for keys to success everywhere. You never know when a lightening bolt will hit you and someone will say something such as, “People hear what they see.”

Mark Tewart is the president of Tewart Enterprises. He can be contacted at 866.429.6844, or by e-mail [email protected].

People HearWhat They See

MarkTewartsts fos ls ms sf fi s



Tuning Your Web Site for High-Performance:Using Key Performance Indicators, Part 4

HeatherConarysts fos ls ms sf fi s

marketing solution

In the past three issues of AutoSuccess, I have written a series of articles on Key Performance Indicators (KPIs). These are

gauges you can use to determine how well your Web site is performing.

To calculate these KPIs, you will need a set of your statistics from your Web site. There are many different statistics providers out there (Urchin, CoreMetrics, WebSideStory, or even proprietary solutions.) If you need help fi nding the measurements referenced in my article in your own statistics package reports, feel free to e-mail me.

Analyzing Inventory Traffi cIf you have your inventory listed online, it’s a great source of information on what your potential customers are looking at.

Let’s assume you have each of your vehicles listed on your Web site. What vehicle are most of your customers interested in? How would you know?

To fi gure this out, you will need a report that shows either searches, or visits to a page.

Depending on your statistics package, your report will most likely indicate the stock number and/or VIN, as well as the number of views that particular vehicle received.

By using this data, you can run analyses on it like:

• Which years, makes and models are getting the most interest?

• Which years, makes and models are getting the least interest?

• What prices are most of your customers looking to pay?

Once you have this data, you can use it as a tool to help you merchandise your inventory online.

Once you know which vehicles (by year, make or model) are getting the least attention from your browsing customers, you can use this to your advantage.

Vehicles Without InformationFrequently, unpriced vehicles or vehicles without photos (or with only stock photos)

are not as enticing to browsers as vehicles with full information.

If this is the case with some of your online inventory, you can easily add pricing and photos to refl ect customer interests.

Adding descriptions or a story can also frequently help a customer feel more comfortable about the vehicle, as it helps them “see” the vehicle without it being physically present.

Low-Traffi c InventoryIf a vehicle is among the ones getting little or no traffi c on your site, but has its full array of information, there are other tactics you can use to increase interest in it.

Designating them as “Specials” or “Manager’s Picks” can help you create excitement and interest among these often overlooked vehicles.

Much like your front line should be rearranged frequently to refl ect changes to your inventory, your inventory specials should be no different.

Analyzing Inventory LeadsOnce you determine which vehicles are being browsed most often, you can use this information to work with the leads you receive.

To begin analyzing this information, you need a posted forms report. This report shows which forms on your Web site are getting fi lled in and submitted.

Alternately, you can use the hard copies of the leads you receive (either in your CRM application or in your e-mail inbox.)

If you have a vehicle that has a very high browse rate, but had very few leads submitted, this could indicate:

• The customer was surprised by a price that wasn’t what they were expecting

• The customer was expecting a price that wasn’t listed

• The customer was expecting to see photos or a description of the vehicle and did not

• The customer was a tire kicker and was only browsing

• There was no call to action

In any of the fi rst three cases, you can remedy the situation by adding the missing information.

Online tire kickers are the same as they are on the lot – there isn’t much you can do about them.

No Calls to ActionAnalyze your vehicle page to determine if there is an obvious and easy way for your customer to contact you if they are interested in a vehicle.

• Is your phone number displayed prominently?

• Are your address and hours displayed or linked prominently?

• Do you offer directions to your dealership?

• Do you have a form for customers to fi ll out and request more information?

If you answered “no” to any of these, you’re missing an opportunity to catch an interested customer, as well as to gather information on a lead.

If you answered “yes” to all of these, you can still do some work with these to make them more enticing to customers.

• Do you simply list the phone number? Or do you state that a customer can get information on the vehicle instantly by picking up the phone?

• Do you offer a form for customers to fi ll in their information? Or do you allow them to schedule a test drive?

There are an infi nite number of ways to optimize your Web site and your calls to action. For more ideas, feel free to e-mail me.

By analyzing all of your copy using your statistics, you can make good decisions that will help you grow your online business.

Next Month: Using Web site statistics to determine the effectiveness of your offl ine marketing campaigns.

Heather Conary is a Web developer at Downeast Toyota-Scion-Buick. She can be contacted at 866.386.4914, or by e-mail at [email protected].



marketing solutionMikeNichols

How to EffectivelyMarket on Television

What’s the fi rst step in effective television marketing? Before you make a media buy, decide what you’re trying to accomplish.

If you’re selling your dealership as a brand and interested in long-term value, you may consider buying your strongest local news in the morning, as well as night, several days a week. People watch all types of entertainment and news programs, but a vast majority of them do tune in to their local nightly news. And many people have their local news on while they are getting ready in the morning. They may not be paying close attention, but if you advertise there on a consistent basis, it will build Top of Mind awareness. The same is true for the nightly news. If you advertise there night after night, you will build long-term residual value over time, and customers will be more likely to consider your dealership when they are in the market for a vehicle.

If you’re more interested in short-term traffi c, you can use television as a high-impact medium. Here you would buy specifi c programs and run several commercials in each program. You would compact your ads over a few days running a lot of commercials each day. Anyone who watches TV, and most people do, would know you were having a special event or sale at your store. In this way, you make a big impact on a fairly large group of people, of which a percentage of them will respond to your message. This group will defi nitely know that you have a special event at your dealership and they will consider shopping your store soon.

And don’t forget cable. Even though they may not have as large an audience, there are groups of people who watch certain programs on a regular basis. There’s sports fans, news junkies, movie watchers, music lovers, even home and garden enthusiasts (notice the rise of these types of programs and their popularity). Each of these groups makes up a niche, and there are riches in niches.

So, how can you make a good buy? You can

hire an agency, or you can do it yourself. Just get all the rates and program information from all the stations and fi gure out an average cost per thousand (CPM) to use as a benchmark. For instance, if the local news cost $300 and reaches 15,000 adults, your cost to reach 1,000 people is $20. You can use this CPM as a basis for nighttime TV. Then, do a couple samples at different times of the day to establish a CPM for each day part. This will make it easier to negotiate with all the stations in the market. And, by the way, you can use these CPMs to compare with radio as well. Most cable markets don’t have ratings, so you just have to buy that on any research the cable company can provide, and your media instincts. But you know ESPN, CNN, FOX News, Discovery, the home improvement and the movie channels are usually a safe bet if the price is right.

Once you’ve decided what you’re trying to accomplish and have devoted a percentage of your ad budget to television, you go to work on your message. If you read my last article, you may remember your long-term message has to come from within you and your organization. These are your absolute core values - who you are, and what you want your employees and customers to think about your store. You can hire an advertising company to make good commercials for you on a regular basis, or you may consider spending some production dollars to make a good “donut” – a really good, attention-grabbing commercial or series that have a place within it to change the message on a regular basis. Or, you could choose to do it yourself with the help of a local TV station or cable company. Some dealers even go on camera themselves and do so very effectively. It does take a time commitment, and you will get positive and sometimes negative feedback from people you see in public, but Cal Worthington and others have been very successful at it, so it can be done.

Then, I would suggest a good jingle. The best campaigns usually have a strong tag line and/or jingle, especially on a local level, where an elaborate production is not cost-effi cient.

How many of us remember jingles like “See the USA in a (_________)”? This jingle hasn’t been on the air in years, but many of us can still recall it.

Once you have the budget, the format and a good tag line or jingle, you’re ready to put in your offers. What can you offer the public that other dealers can’t or don’t? Maybe it’s the lowest prices. That can be pretty hard to prove every day. But you can offer new cars and trucks with attractive payments, or you can offer a group of nearly new vehicles at far less than new. Just put yourself on the customer’s couch and think like they think. What would entice them to be interested in a vehicle right now? Maybe they would like a new 4x4 to get ready for winter. Or maybe they would like a new or newer minivan for taking their kids to all the school events, and you have a good selection of them at great prices and payments. Or maybe they would be interested that your service drive is open late or on Saturdays. It depends whether you’re building for this week, this year or building customers for life. If you are building customers this week, the message should be urgent and you have to freshen it often. If you’re building long-term business, you could continue to tell customers the same message over and over again, but freshen the ads from time to time. A good example would be Geico. They have the same product and message in all their ads, but freshen the execution on a regular basis.

A recent marketing survey stated that your message has to be relevant and interesting or people won’t watch it. That’s especially true of women. And since women infl uence 85 percent of automotive purchases, it’s very important that your message make an emotional connection with them. Remember, it doesn’t matter what you are trying to communicate to a prospective customer, if they don’t see or hear your message. That’ s why you should consider using television as an integral part of your marketing strategy.

Mike Nichols is president of Nichols Media. He can be contacted at 866.590.1624, or by e-mail [email protected].

New YorkJanuary 10th, 2007

New York

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AS Dealix JDPA spread ad_f1B.ai 11/17/06 12:34:50 PM


SeanWolfi ngton

Leadership Requires LoveLeadership Requires Love


leadership solution

“Love” isn’t often thought of as a common corporate term or factored into the management strategies and goals of dealerships

and other businesses. Love, like leadership, can be diffi cult to defi ne. In the world of business it’s easy to discuss investments, strategies and other factors that infl uence success; but try drumming up a conversation in the board room about emotions like trust and love and watch the atmosphere of the conversation go from secure to silent. So, what’s love got to do with leadership? The truth is that love and leadership are attributes that together make powerful allies. Love, in its purest sense, is about truly caring what happens to others, and leadership involves the ability to infl uence the behavior of others toward a common goal. Leaders who are bonded to their colleagues through love develop trusting relationships and effectively inspire loyalty, cooperation and a desire to achieve. Wouldn’t our businesses be more successful if we promoted and expected

more loving and caring attitudes toward each other as well as to our customers?

Dr. John Hoyle, professor of educational administration at Texas A&M, has written his ninth book, “Leadership and the Force of Love.” In his book he explores “Six Keys to Motivating Others With Love:” visioning, communicating, teamworking, empowering, mentoring and evaluating. Hoyle believes that expressions of love are not only possible in a professional setting for persons in leadership positions, but are, in fact, critical for any success. “If you look at the greatest leaders the world has ever known - Jesus Christ, Ghandi, Martin Luther King, Mother Teresa, Billy Graham and others - you will fi nd one common thread, and it’s that they led with love, not by force,” says Hoyle. “Great leaders reach people through the heart, not the head. The bottom line is this: If you can’t love, you can’t lead.”

It is a simple concept. We were created in the image of love, so it makes perfect sense to intentionally adapt that virtue whenever we step into a leadership role. Love is powerful

and transforming and need not be spoken of to exist. It can be perceived without words and extends beyond the boundaries of any language barriers. A true leader does not lift his hand above, but rather outstretches his hand toward his followers. Just imagine what a difference it would make in the world if all of our political, professional and business leaders would be inspired to act out of love rather than for power and wealth.

The world’s greatest leaders have incorporated love into their leadership responsibilities to make a difference and inspire others to greatness with incredible results. Don’t worry if the concept makes you a little nervous; simply intending to be an instrument of love is enough to begin to make a difference.

May the spirit of love be reborn in your heart this Christmas Season.

Sean Wolfi ngton is the general manager of BZ Results, an ADP Company. He can be contacted at 866.802.5753, or by e-mail at swolfi [email protected].

35december 2006

The Spirit of ChristmasJesseBiter


leadership solution

At the conclusion of the 1843 Charles Dickens classic, A Christmas Carol, a recently-enlightened Ebenezer Scrooge proclaimed,

“I will honour Christmas in my heart, and try to keep it all the year. I will live in the Past, the Present, and the Future. The Spirits of all Three shall strive within me. I will not shut out the lessons that they teach.” Much has changed over the years, but the moral of Dickens’ beloved tale is as timely as ever.

In recent years, a Scrooge-like minority of secularists have adopted an extreme brand of political-correctness, diligently working to take Christ out of Christmas. Dickens’ three “Ghosts” would surely be dismayed to learn that Nativity Scenes and Christmas Carols have been traded in for innocuous snowfl akes and friendship trees. The media-propelled “War on Christmas” has grown into a perennial hot-button issue and the identity of this most sacred holiday is at stake.

“But the angel said to them, Do not be afraid. I bring you good news of great joy that will

be for all the people. Today in the town of David a Savior has been born to you; He is Christ the Lord.”Luke 2:10-11

In the recent mid-term election, many of the races were decided by razor-thin margins. In some cases, the winner was elected by less than one percentage point. Tight elections are a part of our political process and ultimately the results are accepted by the closely-divided electorate. Our government is run by elected offi cials that nearly half of the constituents didn’t even vote for, so why doesn’t that same democratic process apply to other aspects of our society? Over 80 percent of Americans at least classify themselves as Christians. Over 95 percent of Americans celebrate Christmas – regardless of their faith. Not even Scrooge himself could argue with those numbers.

Putting those staggering statistics aside, the fact remains that Christmas is a federal holiday, signed into law by President Ulysses S. Grant in 1870. No one seems to be offended by the public acknowledgement of other federal holidays. “Happy Thanksgiving”

and “Happy New Year” roll right off the tongue without a second thought. “Merry Christmas” should do the same. Wishing a stranger a “Merry Christmas” is not a condemnation of non-Christian beliefs. It’s simply a warm greeting to be shared at a special time of year.

So what’s all the “bah, humbug” about? Christmas is a time for kindness and compassion towards others. It is a time for family and fellowship. It is a time for joy and peace. Christmas is also a celebration of the birth of Jesus Christ, whose teachings are revered by both Christians and non-Christians alike. It’s a time for humankind to come together and put aside our differences, even if just for a day.

So exercise your Constitutional right to celebrate Christmas any way you see fi t. It is, as they say, the most wonderful time of the year. Merry Christmas.

Jesse Biter is the president and CEO of HomeNet, Inc. He can be contacted at 866.239.4049, or by e-mail [email protected].


Secrets to OnlinePre-Owned Sales Success

DavidKainsts fos ls ms sf fi s

marketing solution

When a dealer considers their approach to online selling, it is wise to follow the leaders and duplicate their actions

to motivate customers to request information for their vehicles by e-mail, phone and walk-in. Vehicle display both online and off is the cornerstone to your success. This article will outline some of the actions used by leading dealers to drive high-response rates from their own Web sites, online classifi ed sites and online auction sites.

One of my favorite used vehicle Web sites is www.DoneDirect.com. When you visit the site you’ll notice that the layout is simple to navigate for the customer. By clicking the inventory tab, you end up with an easy to scroll through list of the vehicles they currently offer for sale. This is not the most modern of inventory presentations, but it is easy to work with and the brands are laid out in simple alphabetical order. The beauty of the site cannot be fully appreciated until you click on a vehicle and view the descriptions of the vehicles. The straightforward language is convincing and compelling for customers and the message that comes through is that vehicles are exactly as they are presented so you can feel confi dent in your purchase.

Some examples of the language used to describe their inventory that I particularly enjoy include these statements on the inventory listed in early October.

“The exterior has a few bumps and imperfections, but nothing that impacts anything other than the price”

or

“$32,770 new last year, under $20,000 now! This is the way to buy your next vehicle. You fi nd a clean one coming from a quality seller that has already taken its initial depreciation

making for a huge value”

or

“We have all the keys, books, remotes, mats and a clean mechanical check-out report. Other than it needing rear tires (1/32) and an alignment, there is nothing to address!”

The message that comes through clearly to any prospects is that the vehicle is as described and they can safely drive across town or across the country to pick it up or have it delivered to their home.

The fi nishing touch is a remarkable display of the vehicles in photos that have a clean white background. The photos provide close ups of each critical element including the odometer, the VIN number and enough interior and exterior photos to make you feel like you are walking around the vehicle.

This dealership carries the display to each of the properties that they market their vehicles on, whether it be online classifi eds or online auctions.

Another Web site that is very impressive is www.luxurymotors.com. You may know this dealership from their unique advertising inside airline magazines. This is a perfect example of using print advertising to drive traffi c to your dealership’s Web site. The ads in the magazine give brief descriptions of the models they have available for sale along with the number available at the time the ad was submitted for publication. The number available is impressive and oftentimes they list more than 100 of a vehicle brand or model.

Their Web site is impressive and when you visit, it delivers on the expectations outlined in their print advertising. The search function is logical and easy to use. When you arrive at the vehicle detail page you are treated to a remarkable number of clear photographs

and, even though they are not as cleanly presented as those on the DoneDirect site, they are compelling and provide excellent details to promote confi dence.

A feature that they emphasize is their “eBuy” option. When you click this button, you are provided with a description of their eBuy process that encourages you to “Bypass the normal sales process, no sales man involved.” Further down the page they add this language: “Leaves you only with the decision of how you would like to pay for your selection...either cash, or utilizing our superstore style buying power to fi nance with us at the most competitive rates available. (Your eBuy assistant will coordinate this as well as any shipping needs if required with you before you take delivery of your purchase.)”.

If you are a serious online buyer, then the site delivers a tremendous amount of information to convince you it is better to use the eBuy method and your results will be just as described.

Now, since I did not actually go through the steps to purchase a vehicle, I cannot report on the offl ine experience, but if you look at the testimonials and see the ratings these companies have on eBay, you can assume the offl ine process is as customer focused as their online process. At the end of the day, these companies have made the decision to provide an excellent customer experience and let their reputation carry them to the next level.

If you want to improve your online process, you can save a lot of time by just following the leaders.

David Kain is the automotive Internet training specialist at Kain Automotive, Inc. He can be contacted at 800.385.0095, or by e-mail at [email protected], or visit www.kainautomotive.com.

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PhilSura

Video Streaming Reachesthe Market and Boosts Sales

Progressive dealers can use Web video advertising to gain an advantage over their competition.

Eighty percent of car buyers use the Internet to conduct pre-purchase research. A dealership’s Web site should be viewed as an extension of their physical location. Adding Web video content makes for a more effective and engaging Web site that will better connect with customers. Web video content can also be used with their e-mail campaigns by sending videos rather than static pictures and text. The use of video streaming provides dealers with an opportunity to present a refreshing, interactive and engaging experience to the Internet user. Video has been shown to elicit emotions in a viewer that a picture cannot, and buying decisions are based on emotion.

Search Engine Marketing (SEM), or pay-per-click advertising as it is sometimes called, gains its power from the fact the car buyers are going to the Internet to search for and view information that they actually want to view. When seen in the context of a car buyer’s Internet search for information on a car he or she is interested in, a video on a search landing page can be radically more engaging than a search result that offers pictures and text alone with no sound or movement. By using video in combination with their SEM and Sear Engine Optimization (SEO), dealers can focus their ad budgets on the most important percentage of the market: prospective buyers who are actively seeking information because they are motivated and ready to purchase a vehicle and infl uence them emotionally when they are in a position to be infl uenced. Many progressive dealers are gaining

dramatic improvement in their Internet sales by moving ad dollars in their budget from traditional media to a new combination of SEM and Web video which is featured on both their Web sites and in video e-mail campaigns. Contemporary markets are being literally transformed through these approaches Here are some advantages of video streaming:

• It would take 30 pages of text to provide the information contained in one 60-second video.

• Video streaming drives the “stickiness factor.” This includes the length of time that a customer stays on a Web site and the amount of information retained after the viewing experience. If a


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dealership adds video content, a customer will stay at that site for a longer period of time. If the video is professionally produced and pertinent to the customer’s interests and needs, the dealer increases the chance of seeing that customer in the dealership. When a customer is comfortable with whom dealers and staff are as individuals, the likelihood the person will visit the operation increases markedly. People buy from people.

• Video separates a dealership from the generic Web site of text and pictures. If a prospect visits 10 dealer sites and they all sag with sameness, what point distinguishes one dealer from another? A dealer may have the most impressive facility in a community, but if he or she has a mediocre Web site, opportunities may be lost to the overwhelming infl uence of technology in better Web sites.

• Video content can now be streamed in e-mails as an imbedded link, then sent to an individual or as part of an e-mail campaign to a dealer’s customer base. The cost of using these tools is but a fraction of the expense in using traditional methods.

• Video can supplement and strengthen an advertising campaign with a streamed video on the

dealer’s Web site which promotes a used car event or service campaign that is taking place. A relevant theme can readily be tailored to a specifi c subject in a 30-second spot and hosted to a Web site or as an e-mail sent to a customer.

How Forward-Thinking Dealers areUsing Video StreamingProgressive BDC and Internet managers are sending video content in response to all Internet inquiries. This results in a strong

and compelling response which helps raise the passive customer’s interest in making a purchase. Video is more engaging. It creates a stronger emotional link between dealer and customer. Future steps for advanced operations will add streaming video to a customer’s cell phone as yet another communications advancement.

Phil Sura is the vice president at UnityWorks! Media. He can be contacted at 866.647.0468, or by e-mail [email protected].

continued

Video has been shown to elicit emotions in a viewer that a picture cannot, and buying decisions are based on emotion.


DeliaPassi

Finding Ways toMove Forward



When a woman says, “I need to think about it,” she is not saying “no” or going elsewhere to make her purchase. The majority

of the time, she really is thinking about it. What she is probably telling you is that she needs to evaluate her feelings about the decision. These simple words have little to no indication that she is turned off by your offering. She is most likely looking to get more comfortable with her decision. Generally speaking, women need to feel good about a purchase.

On the other hand, when a female customer seems skeptical, she is actually telling you something useful: She has not received enough information yet. Think of her statement as a sign of interest - and use it as a guide as to where you go from there.

Here are some tactics to try:1. Emphasize Points of AgreementThe key is to lock in winning points that have some sort of relevance to the purchasing decision that she is about to make. If you have found some points of interest that she has liked, remind her of them.

Remember to keep it personal - use her name, mention her family, and be sure to keep her specifi c needs front and center to the end. Also try using personal analogies which emphasize the points and continue to build the teamwork connection between the two of you. For example, you could offer an analogy to when you, a friend or a relative were making an important decision like she is facing. Your personal anecdote should demonstrate the importance on getting everything you want and need at a fair price, rather than getting the lowest price no matter what.

2. Accept ResponsibilityWomen are very empathetic. They relate to others and their feelings. Instead of challenging her to defend her hesitation, acknowledge that you appreciate her concern and treat it as a misunderstanding. Accept responsibility for it and ask for her help in getting back on track.

For example: “Jane, I appreciate your concerns, and I am confi dent that we can make this work for you. And since the offer is competitive, I must take responsibility for having not conveyed the value well. I would appreciate it if you would share where I went off course.”

Most people, but especially women, tend to react to this kind of response in a supportive manner. She will want to help you better understand what is holding her back and may reveal her most sensitive objection. Presto - you will have gained her trust and she will then feel comfortable sharing what her true challenges are so that you may address them.

3. Keep Talking Up ValueTo get her to move forward, you might need to do more than meet her specifi c purchasing criteria. Remember, with women the buy is bigger than those specifi cs; it is about benefi ts, widely defi ned. She thinks in contexts. She thinks in relationships. She thinks with her feelings, too, blending her heart with her head. It is a different perspective, a different value system. This simply means that you will need to communicate value points close to her.

For instance, a woman may come to you to buy a vehicle saying she can afford only so much for a monthly payment. That’s her price. On the other hand, if she is made aware of broader benefi ts, and most importantly understands them, then she might re-calculate. If you point to considerations that are priorities for women such as safety, security benefi ts, convenience benefi ts, maintenance advantages and family-oriented features, suddenly she might place a higher value on this purchase. She may come up with additional budget beyond what she had planned because the car now seems worth more. In the end, you have given it greater value to her.

Essentially, you have reframed the sale. You have changed the frame of reference from price per month to value in her life. You have put it into a new perspective, and one that is more likely to resonate for her. Can you offer her a lifestyle beyond what

she is anticipating? Can you show long-term benefi ts that specifi cally relate to her situation? These are the kinds of value points that make a product worth having to a woman - and even worth paying more for.

Similar logic can sell appliances, computer peripherals or homes. It demands only that you take the time and make the effort to frame the value of an item - in her terms. 4. Share RelationshipsWomen are often more comfortable knowing how and why other women have made a similar decision. First, it is important to relate how another female customer, in the same position, reached a similar decision and consequently benefi ted from it. This tells her that you have experience working with and helping other women reach their goals. Emphasize how you listened to her needs and cared about fi nding the right solution. Finally, demonstrate that you know why the product works well for your female customers.

5. A Dose of UrgencyStill need to get her off the fence? Try a dose of urgency - but in the context of consideration. It is crucial to keep her needs and interests front and center if you want to close the deal. Relate the decision to the circumstances, timing, and priorities of her life.

For example: “Daniella, a car is a big investment, but moving forward quickly is the only way to be sure you will avoid further reliability issues before your kids start the school year. I’m confi dent that this purchase is exactly what you are looking for.”

These kinds of statements, packaged with a touch of emotion, reassurance and connection, can make her see that buying now is what is best for her.

Delia Passi is the president and CEO at MedeliaCommunications. She can be contacted at 866.883.4953, or by e-mail at [email protected].

JimmyVee & TravisMiller

Two Big Myths ofAutomotive Marketing


marketing solution

Myth #1: You Can’t Expect Results OvernightIf you can’t expect results overnight, how can you expect to stay

in business?

There are two kinds of advertising: branding and the kind most dealerships can do. So for you there may be only one kind of advertising and that is hardcore, retail-oriented, direct-response, lead-generating, low-cost, overnight-results-getting advertising.

Building a strong, lasting, competitive brand image takes a long time. It’s usually built over generations with lots of clever creative and TONS of advertising dollars. If you don’t have cola company money to spend, you can’t have a cola company brand. If you don’t have theme park money, then you can’t have a theme park brand. It’s that simple. That’s why you don’t and can’t spend money to directly brand your business.

What you need is results. Although you can’t develop a brand overnight, the good news is results can happen overnight.

If your system is sound, your ads are positioned correctly and your marketing uncovers the emotions of your customers, the results will be immediate. You can turn it on and off like a light switch. If you don’t see results right away, one of these factors was faulty.

BrandscendingMore good news: Branding can be achieved – without even paying for it. Many people misunderstand our position about branding and believe we’re saying “branding is bad.”

Not so. Paying for brand is bad – unless you have the time and cash to do it properly; most dealerships don’t. And for those who

do, it’s becoming increasingly diffi cult due to the mass segmentation of the market.

However, building brand for free is a wonderful and very real thing. We like to call it “brandscending.”

Brandscending is the process by which your company carves out a clear and defi nite place in the minds of the people who care most.

There are several things involved:• Learn who your prospects are and what

they want, and give it to them. That’s being interested.

• Have a consistent and unique image that’s attached to all of your “results” oriented marketing. Over time, this can help build residual brand effects.

• Offer an experience that is fun, unique or risky. Do something that is worth noticing and worth talking about. As people start to notice and talk, your brand value will increase.

The key is this: Never buy an ad, say absolutely nothing in it and then believe that you “built a little brand” or “got your name out there.” You did not.

Myth No. 2: “You Can’t Control Word-of-Mouth Advertising”We genuinely feel sorry for anyone who believes this.

We’ve polled thousands of people and over 90 percent agree that the ideal form of marketing is word-of-mouth advertising.

Don’t you agree?

But almost everybody also agrees that it’s impossible to control. That’s nonsense proliferated by the pay-per-advertise media. They don’t want you to fi nd out that there’s a way to control the best advertising process of all – the one that’s 100 percent free.

We’re here to tell you that you can. We won’t lie to you and tell you that it’s easy. It’s not. But it is free, and when it works, it works in a big way.

To start controlling word-of-mouth, you must be sensational. There are seven key attributes a dealership aspiring to be sensational must be:

1. Fun 2. Unique3. Risk Taker 4. Interested5. Visible 6. Credible7. Spreadable

The ability to control this elusive and desired form of advertising is only available to those who have fl ushed their systems of all of the traditional garbage and started putting their money and their effort into smart marketing.

That’s good news. Controlling word-of-mouth advertising can only be done by the best of the best. By reading this information this far, the probability is high that you are in that category. Most people don’t do what you’re doing right now. If you take this information and use it, people will notice you. People will talk about you. People will start to gravitate toward you.

So, it’s not easy, but it’s not impossible. How do you do it? Well, the truth is that it almost happens on its own when you position yourself as an expert, start marketing to people who want to hear from you, solve their problems, build emotional bonds with them, connect with existing emotional anchors and have fun while doing so.

When you put all of the pieces together, you start to glow. And people start to talk.

Jimmy Vee and Travis Miller arethe founders of Used Car Marketing Center. They can be contacted at 866.852.0145, or by e-mail atJ&[email protected].


Every Business Professional Should Have a Personal Web Site

TomKain

Every year more and more consumers are using the Internet as a prime resource when searching for automobiles, real

estate, and everything in between. This is why nearly every successful company in the world today has a Web site to showcase their products and services. Without a doubt, the Internet has become the primary way for companies and business professionals alike to connect and communicate with clients. This is a great reason why every professional in every type of business should have a personal Web site.

Now, let’s take a look at the structure and content a business professional’s Web site should contain, along with how to effectively manage and market it.

Structure and ContentThe structure and content of a professional’s Web site is the key to keeping visitors coming back and getting maximum referrals. Below is a list of content that every professional’s Web site should contain:

• Contact Information – A professional’s Web site should always have several easy ways for clients to contact them. Your name, phone numbers, and e-mail address should always be near the top of the Web site. You also want to make sure that your name is highly visible and listed throughout your Web site. Preferably in large, bold print in the header of every Web page.

• About Me – This section should contain personal information about you that lets clients get to know you better. This is also where you should take the opportunity to sell yourself and the great services you provide.

• Pictures – First and foremost, the professional’s picture should be at or near the top of the Web site and large enough for people to easily view. Providing additional pictures of products and happy clients on your Web site will really bring your site to life and give it a more personal feel as well.

• Client Testimonials – Posting client testimonials on your Web site is a great selling tool. It allows visitors to see how happy clients are after working with you,

and provides a sense of confi dence to future clients.

• Guest Book – Having a guest book on your Web site is always a good idea. This allows clients and visitors to post comments and discuss their experiences with you. The guest book is an excellent avenue for learning how to better serve your clients wants and needs.

• Current News – Providing current news about you, the company, and your industry is another excellent way to keep visitors and clients coming back for more.

• Refer A Customer Link – Every professional’s Web site should have a referral link where a visitor can refer a friend to your Web site. This is best done via an e-mail referral link.

Web Site ManagementManaging your Web site properly is the single most important part of having a successful personal Web site. It’s imperative to visit your Web site on a weekly basis to update the old content with fresh and exciting new content. Keeping your content up to date ensures return visits by your clients. Below are a few tips on how to keep your Web site fresh and exciting:

• Keep It Up To Date – Keeping all of the content on your Web site up to date is by far the most important part of Web site management. Visitors to your site will quickly stop visiting if you do not have up-to-date information. Make sure that your current news is actually current.

• Keep It Interesting – People today get bored very easily. Keeping them interested with the information on your Web site will defi nitely ensure their return. Posting weekly specials, company events and new product information is always a good way to keep a visitor’s interest.

• Change Pictures Often – Updating client and product pictures on your Web site is a great way to keep your visitor and client interests high. Your clients will enjoy seeing pictures of themselves, new products and weekly specials. They will be sure to refer people to your Web site if their picture is on it.

• Offer Activities – Activities on your Web

site such as polls and contests will always keep clients coming back. Having polls are a good way for you get information from your visitors by asking questions that will benefi t you and your services. Contests are also an excellent way to keep visitors and clients interested. By giving away a prize once a month, it will keep people excited knowing they have a chance to win by simply giving their opinion or answering a trivia question.

Marketing Your Personal Web siteMarketing your Web site is a very important key to benefi ting from your time and effort. You can have the best looking Web site in the world, but if people do not know it’s there, it’s just taking up space on the Internet. Below are some marketing ideas to increase traffi c to your Web site:

• Business Cards – Professionals give away hundreds, sometimes thousands of business cards a year. Simply adding your Web site address on your business cards and stationary is a great way to get more traffi c to your Web site.

• Ask For Referrals – Asking clients for referrals is something all good professionals do. Gaining customers from your Web site is even more simple. By having a Refer A Customer link on your Web site, clients can easily send an invitation to friends and family to visit your Web site.

• Newspaper Ads and Newsletters – By adding your personal Web site address to all of your print ads and newsletters, you will be sure to increase traffi c to your Web site.

Without question the Internet and a personal Web site are two of the greatest tools a 21st century business professional could possibly have. By properly managing these tools, the business professional can gain the maximum exposure needed to be number one in their fi eld. It’s the person that is willing to go the extra mile that will always come out on top. By having your own personal Web site, it shows that you are willing to go that extra mile, and your clients will defi nitely appreciate that dedication.

Tom Kain is the president at Auto Pro’s Direct. He can be contacted at866.647.0469, or by e-mail [email protected].


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