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AutoSuccess Aug04
1. Re-Elect George W. Bush, page 8
.biz
You Know What the Challenge is...
E NSURETY
G R O U P, I N C .
What’s the Solution?
Selling is a Communication Process
August 2004
Uncommon Success
10 Secrets to Great Leadership
How to Identify and Remove
the Four Obstacles to Closing
5. I ncrearsfitss in
Po
e
• Sales & tion
• Cu stomer Satisfac
• Processes
& Stability
SALES MANAGER FORUM:
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8. Re-Elect George W. Bush
This November, we will determine who is type of leader George W. Bush was during • The GDP has grown by more than
going to lead our country through some this tragic event. In President Bush’s own five percent over the last three quarters,
of the most difficult times in our nation’s words: “In our grief and anger we have the fastest rate of growth in nearly two
history. This article will summarize who found our mission and our moment.” decades.
George W. Bush is, what he stands for, President Bush declared war on terror and • Productivity grew at the fastest three-
and why so many Americans want him to has made victory in the war on terrorism year rate in more than 50 years.
continue to lead us into the future. Below and the advance of human freedom. Already,
you will find a summary of Bush’s platform he has led a coalition of nations who have
and some tips on how to have a positive liberated the people of Afghanistan from the From 2000 to 2003, the American economy
impact on our country’s future. brutal Taliban regime and denied al-Qaeda experienced an unprecedented combination
its safe haven of operations. He liberated of shocks: the stock market bubble bursting;
Leadership is defined in the most difficult the people of Iraq from the terror of Saddam an economic recession; the terrorist attacks
of times and George W. Bush proved his Hussein and thousands of terrorists have of September 11th and subsequent War on
ability to lead shortly after he was elected been captured or killed and operations have Terror including the war in Iraq; and the
on September 11th 2001. He led us through been disrupted in many countries around discovery of corporate accounting scandals,
one of the most tragic events in American the world. In President Bush’s words: “Our years in the making, that undermined
history. Great leaders do not always do Nation - this generation - will lift a dark confidence in corporate America. President
what is popular, they do what is right. Great threat of violence from our people and our Bush acted promptly and aggressively to
leaders do not always give people what they future. We will rally the world to this cause address these shocks and he has lead us out
want but instead they have the courage to by our efforts, by our courage. We will not of the recession and into an era of the fastest
give them what they need. George W. Bush tire, we will not falter, and we will not fail.” growth in GDP and productivity in nearly
is focused, determined, and steadfast in his two decades.
actions to lead our nation in the direction he George W. Bush inherited an economy
believes is best for everyone. He is a man of that was in recession, and the economy is George W. Bush is the man to lead our nation
strong character and conviction and he does strong and getting stronger. The President’s into the future. We need to do everything we
not flounder or flip flop on issues based on pro-growth policies have helped drive the can to mobilize our friends, family and co-
what others think or say because he is led by economy and move the recovery forward, workers to spread the word and to re-elect
principles and not polls. putting more money in the pockets of George W. Bush on Election Day. If you’re
America’s families and laying a foundation a dealer or a manager, you can make a huge
The attacks of September 11th changed for robust growth and job creation now and impact by encouraging your employees to
America forever and American’s saw the for years to come. vote for our future. God bless America!
d 12
ea pg
R e:
cl
Dealership improves from 40 units a month
rti
A
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8 subscribe today at www.autosuccess.biz
9. sts ms ls fis lr
ZigZiglar
sales and training solution
Selling is a Communication Process
Selling is a The simplicity of selling is similar to the game of golf. Arnie’s dad said, “Son,
communication other professions. The great Hall of Fame hit the ball hard. Go find it, hit it again.”
process. We can baseball player Willie Mays was once Selling should be similar.
make it easy for asked to describe the game of baseball. He
the customer to replied, “That’s easy. They throw it, I hit it.
understand why our They hit it, I catch it.” Now, that is simple. If we can have our
solution will benefit him/her. Arnold Palmer’s father taught him to play customers feel the way
that we do about our
product or service, we will
have customers for life.
Here are three principles that may allow us
to keep it simple:
1. Selling is not telling, selling is asking.
When we ask appropriate questions, we
improve our chances of successfully offering
the correct solution. We must continually
practice the art of asking, listening, tuning
in, and seeking clarification. Here is a great
question: “Mr. Customer, if you could
receive those things, what is the benefit to
you?” The answer to that question allows
you to position your presentation.
2. Listen so the customer will talk, talk so
the customer will listen.
The old saying holds true to this day:
people don’t care how much you know
until they know how much you care…about
them. Therefore, we should be open to the
words and the meanings of the customer’s
answers so he/she is encouraged to give us
the vital information we need to match our
solutions to their needs.
3. Selling is a transference of feeling.
Selling is a “transference of feeling!” If
we can have our customers feel the way
that we do about our product or service,
we will have customers for life. We must
communicate a confidence in ourselves as
well as in our products and services.
Selling is easy; keep it simple. Ask
questions, listen to the answers, and transfer
your feeling for you, your company, and
your solutions. Communicate to your
prospect that you believe in and are proud
of what you sell. Remember -- to be
convincing you must first be convinced!
Zig Ziglar is the Chairman of the Board
of Ziglar Training Systems in Dallas, TX.
He can be contacted at 866.873.0026,
or by email at zziglar@autosuccess.biz.
august 2004 9
10. sts ms ls fis lr
MichaelYork
marketing solution
Uncommon Success
Most people in Why can’t you? seen as remarkable and not boring? Lots of
life are looking for Why don’t you? things.
the answers. So
that would make it William Faulkner once wrote, “Don’t 1. Be (more) creative.
“common” right? bother trying to be better than your Use your imagination. Be on the lookout
The real problem contemporaries, or your predecessors. for ways you can be more memorable. Take
with “common” is that it means ordinary, Try to be better than yourself.” some time and invest it in exercising your
average, boring, plain, or nothing really creativity and spending time with creative
special. Is that how you want to be known That’s the challenge...becoming better than people. What resources can you use to
in the marketplace? Is that how you want you are at this moment. become more creative?
to live your life? How about choosing the
“uncommon” approach? Change the way you think, maybe even 2. Do what’s easy to do.
about something you already know a lot That’s the cool part...any of the things that
Ask Better Questions. about. In today’s economic show it’s about contribute to you becoming uncommon
When you begin to ask better questions, to continuing the improvement. Change is are easy to do. The common perception
yourself and to those around you, there’s going on around you right now, but how is that it’s hard, and time-consuming, and
a curiosity that propels you to find the often is it going on “in” you? How are you that’s why excuses are common and value-
answers that are really important to you. keeping up the learning curve? creators are the highly paid top performers.
They will always have job security,
Try some of these...how do you answer Finding the right answers for you and largely because their security exists within
when someone asks, “How’s business?” your life isn’t impossible. It’s just themselves.
or “How’s life treating you?” Your answer uncommon. What does it mean to “Become
says a lot about you and your attitude. Is uncommon?” What is it? Uncommon 3. Go to work on you.
there anything about your life or your work is different. It’s unique, remarkable, Top performers and high achievers work
or your legacy you’d like to change? It’s memorable, and that means you’re harder on themselves than on their job.
available. Are you? unforgettable. Uncommon companies, or When you work harder on you, it means
individuals...choose to be that way. you’ll do any job better...because you are
What do you want to be known for? better. What’s your greatest learning asset?
How can you create positive change,
Top performers
personally or professionally? 4. Read, Listen & Write.
How can you learn to cultivate opportunity What if it really were as easy as reading,
from the challenges you’re faced with
today? and high listening and writing? Could it be?
How can you get greater enjoyment from
your life?
achievers work Less than five percent of Americans have a
library card (uncommon?), over 80% have
How curious are you about the kind of
success you would like to achieve?
harder on a video rental card.
Every top performer writes handwritten
Don’t settle. themselves than notes.
on their job.
Explore. Does that really make a difference?
Don’t quit. When was the last time you received a
Never ever give up. handwritten note?
How did it make you feel?
Ask yourself, “What am I becoming?” as Uncommon companies have a unique How did it make you feel about the person
a result of what you’re learning...or not identity that is instantly recognizable. sending the note?
learning. The real question is not “What Companies like Disney, Ritz Carlton, Uncommon.
am I getting (paid)?” but rather, “What am I Southwest Airlines, Federal Express and
becoming?” What can I learn that I can take others bring about a mental picture of Try doing the things that you know you
and create value that pays me well? And in “yeah, they’re special.” should do, and you know you can do and
making plans and setting goals don’t forget see how it works for you. It’s uncommon.
your priorities...like “Life first” and “Work It’s JetBlue, Wal-Mart, Starbucks and
next.” Most people begin setting goals for Harley Davidson. There’s a whole new
work, and leave the life part undone. breed of uncommon individuals and
organizations. It’s hard to describe any of
Next question, “Am I excited about what I them, what they do or how they do it, as
do?” Are you? common. Michael York is an Author and
Professional Speaker. He can be
Do you love what you do? So what can you do to become uncommon? contacted at 800.668.5015, or by email
If not, what would you change? To set yourself apart as different? To at myork@autosuccess.biz, or visit
What would you love to do if you could? become atypical and unconventional, to be www.MichaelYork.com.
10 visit us online at www.autosuccess.biz
11.
12. sts ms ls fis lr
MarkTewart
sales and training solution
Fake It, Till You Make It
You are who you dialogue when you write goals or have Every person you come into contact with
decide to be at any thoughts about anything you desire. When tries to define you based upon his/her own
given moment. It does thinking of your goals, if you repeatedly thoughts and beliefs. Your workplace is full
not take money, a think of the specific reasons of how and of people with their own limiting mental
degree, a certain age, why your goal may be hard to obtain, you programming that want to define you in
a certain appearance, are creating the “When-Then Syndrome.” a way that makes them feel better about
tons of experience, knowing the right Your subconscious identifies your current themselves. People will create images such
people, past success or any other qualifying programming that tells you that for X to as “you are just lucky” or “the favorite of the
factor that you may be currently using as occur you must first have Y. If that is the case, boss” or “a weak sales person”. So often you
a subconscious roadblock to your desired your current mental programming is limited act in your work environment in a role based
success. Your belief system creates your and will not allow you to break through your upon the images and messages accepted
results both past and present. If your current current barriers to further success. by your subconscious. Unfortunately,
belief system is not what it should be to your subconscious accepts all images and
support your success, you must fake it, till Write down the first twenty mental images messages without filtering. However, you
you make it. or messages you heard or were taught about can overwhelm the negative messages with
money. When closely examined, most of your own positive messages. Your conscious
If you currently don’t appear to be on the the images and messages remembered will mind will choose and react to the strongest
path that will create the level of success be limited, negative, and fear based. Those messages being given to it. Don’t allow
in the form you desire, you must begin to negative messages and images have taken others to create your destiny based upon
identify the mental programming that is a life of their own and have been accepted their own limited beliefs.
limiting your success before you can change in your subconscious as absolute truths. To
your resulting limiting actions. increase money, you must identify your Your subconscious can act as an automatic
current limiting messages and rewrite the responder in a positive form just as it can
You must pay close attention to your inner- messages to create accepted new truths. negatively. You must bombard your mind
with positive and repetitive images for
your conscious mind to react with positive
messages. Read and listen to the material
that will support you in creating the images
you desire, while reducing and eliminating
the negative influences you encounter
from relatives, co-workers, and the news.
You create your own reality. It’s your
responsibility to choose the right sources of
can help you achieve at least
information to saturate your brain.
50% additional trafÞc into
your dealership To start manifesting your desires, you must
become clear on your goals. Write what you
want in present tense using vivid details
Would you like us to coordinate and execute a
of your emotions and thoughts at the time
successful promotional campaign that increases
of obtaining those goals. The repetitive
ßoor room trafÞc and ultimately increases sales?
conditioning of your subconscious with the
Does eye-catching, bright-colored signs imagery you have created will begin to grow
strategically placed throughout the city sound just as your muscles grow by the repetitive
like it could draw attention to your business? action of lifting weights. Soon your positive
imagery will be so strong that your belief
“Show & Tell’s Signwalkers are great. It’s nice to see the same system will accept this as reality before it
crew every weekend. I highly recommend Show & Tell if you want has ever transpired as reality. There will be
to increase your foot trafÞc!” - Patrick Walker, General Manager
no difference between your chosen reality
“It’s like having a giant used car tent event without the giant cost! and your current state. Your belief system
This promotion works!” - Daniel Sterkel, General Sales Manager will accept each step and each day as a part
of your path to success. Dare today to choose
If you call now and mention this ad, we’ll what you desire and the actions that support
give you your Þrst 25 signs for free! those desires.
800.601.3221
or visit www.showandtellsp.com for more information
Mark Tewart is the President of Tewart
Enterprises. He can be contacted at
866.429.6844, or by email at
mtewart@autosuccess.biz.
12 successful solutions at www.autosuccess.biz
13. sts ms ls fis lr FranMcAllister
leadership solution
OFAC, the US Patriot Act and the
Automobile Dealer: How to be in Compliance
Legal requirements In a recent article published by the Augusta regulation. In fact, the regulations require
for industries change Chronicle, Milly Millerwise, spokeswoman you to know your customer by obtaining
frequently and being for the Treasury Department, which is and documenting valid identification, and
ready to respond to responsible for enforcing the order, was being able to provide the documentation
those changes are quoted as saying: “This is one of the most should you be asked. No background
critical for every important weapons to fight terrorism.” To check is required. However, checking the
industry. Recently there has been an date, $141 million in terrorist assets has “blocked persons” list is required under the
increased urgency in the automobile industry been frozen. regulation.
regarding the OFAC regulations and the
federal requirements of the regulation under Although this order has been in effect for A changing environment is always
the U.S. Patriot Act. Complying with the close to three years, automobile dealers challenging. Information regarding this
regulation is mandatory for every industry. are just now being made aware of their regulation is available through the U.S.
Executive Order 13224 ordered the Office responsibilities and of the consequences Treasury by visiting their website at
of Foreign Asset Control (OFAC) to make associated with non-compliance. Penalties www.ustreas.gov.
available to financial institutions (which can be severe. Depending on the program,
includes car dealerships) a list of “blocked criminal penalties can include fines from
persons” known as “Specially Designed $50,000 to $10 million while imprisonment
Nationals” (SDN). The order, among other can range from 10 to 30 years for willful
things, prohibits U.S. citizens and business violations. Civil penalties can range from
entities from entering into “any transaction $11,000 to $1 million for each violation.
or dealing” with individuals who have been Fran McAllister is the Vice President of
linked to terrorism and appear on the list of There has been some confusion in the Sales at Integra Systems. She can be
“blocked persons”. This order is designed industry that background checks are contacted at 800.668.3107, or by email
to work in conjunction with the Patriot Act. required to be in compliance with this at fmcallister@autosuccess.biz.
august 2004 13
14. sts ms ls fis lr SeanWolfington
leadership solution
10 Secrets of Great Leadership
The greatest 4. Attitude: people the right questions you will
leadership secret Leaders with a great attitude are more get the right answers. When people
in the world is not productive than people with a negative first start in their job, their attitude is
a secret to the best attitude. Customers and fellow positive and they are eager to study,
performers in the employees want to be around someone learn, and grow. Unfortunately, after
industry. The secret with a positive attitude. If you want a little time goes by some of us can
to their success is their passionate pursuit to change your behavior you have to believe the myth that we have “figured
to serve and satisfy their customers change your attitude. it all out.” The fact is that success is a
regardless of what it takes. The best leaders journey and not a destination and the
have a compulsion for taking care of their 5. Good Thinking: most productive leaders are always
customers and the employees they serve. Great leaders have great thinking. learning.
This passion for serving the customer starts The best leaders focus on the positive
with a selfless attitude to do the right thing opportunities and people around them. 9. Process:
for other people. Below you will find a If you think positively, you will feel People who follow a clearly defined
few of the best practices of leaders in the and behave positively. You are what process are usually more effective
automotive industry: you think and therefore you should than those who do not. If someone
watch how you think. has a lot of natural talent and they
1. Purpose: perform well without a process they
The best leaders have a deep sense 6. Circle of Control: will normally perform even better
of purpose. They recognize that their Leaders realize that it is a waste of with a process. When a dealership has
job has meaning and that they can time to focus a lot of time and energy a clearly defined process for how they
protect their customers from other thinking or complaining about things handle all of their customers, they can
dealers. In addition, they are great at that are outside of their circle of deliver a constant positive experience
communicating that vision to others to control. The most effective leaders for their customers on the showroom,
motivate them with a sense of mission spend most of their time and energy service isle, phone, internet, follow
that inspires the ordinary to do the focusing on what they can change or up and more. The best leaders define
extraordinary. affect. If we recognize a problem and their process by focusing on how
focus on the solutions that we can take customers buy rather than on how they
2. Passion: action on, then we are being more like to sell. What would you like your
Great sales people have a love for effective. customers to experience when they
what they do and for the customer. shop, buy, or service their vehicle at
Enthusiasm is contagious and they get 7. Constant Improvement: your dealership?
everyone around them excited about The best become the best because they
the dealership, their products, and are always seeking ways to become 10. Execution:
themselves. Enthusiasm is like a heater better. It surprises me that average In the end, results are what matter
that spreads heat throughout the entire people are usually content with who and the best leaders establish positive
dealership and it can create an attitude they are and what they are doing while habits that lead to positive execution.
of winning that is crucial for teams to the above average performers are There are a lot of talented people in
succeed. always seeking to grow and improve. the car business and the one thing that
Pride is the enemy of progress because separates the good from the great is
3. Belief: average people focus on why they are their ability to execute and get the job
The best believe in themselves, the so great but the great people are always done over the long term.
dealership, and the products they trying to reach above and beyond the
sell. This belief will shine through average. No one is perfect, and some By following some of these leadership
in everything you do. Do you really people use this as an excuse for being principles and approaches, I hope you make
believe that your product is the complacent and not trying to go to the more money and make a real difference in
absolute best in the market? Do you next level. your lives and the lives of the people you
believe that your dealership has the serve.
most to offer? Do you believe in 8. Eager Student:
yourself and your desire and ability to The most progressive leaders are
serve your customers during and after always learning and growing. People Sean WolÞngton is an Owner of BZ
the sale? If your belief is strong it will who have an open mind and seek Results.com. He can be contacted at
help you shine through the difficult new and better ways to do things 866.802.5753, or by email at
moments. drive progress. If you ask the right swolÞngton@autosuccess.biz.
14 subscribe today at www.autosuccess.biz
15. $100,000 to $450,000+ $450,000.00 in 4 Days
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16. fs feature solution
KevinSmith
You Know the Challenge...
What’s the Solution?
The customers that you earn every day leads to increased traffic in your service rewards and how to utilize the program at
are yours to keep or yours to lose, and the department. We have all been trained that your dealership. The registration takes place
challenge is that approximately eight out of customer satisfaction is the key to retaining on a secure Web site.
10 are choosing independent repair facilities. our customers. Taking care of the customer is
critical to your long-term success, but it has Industry leading dealership rewards
This trend has a quantifiable correlation become the rule rather than the exception. programs offer the ability to automatically
to your long-term vehicle sales volume. generate customized electronic CSI surveys
NADA states that “if the customer utilizes Due to customers’ inflated expectations, to your customers, as well as awarding
your service department throughout levels of service are no longer the major them bonus points for their input. They
their ownership experience, they are 17 contributor to repeat purchase behavior. automatically provide the customer with a
times more likely to repurchase at your Simply “satisfying” the customer no longer monthly account summary and customized
dealership.” makes the grade. Look no further than your monthly specials.
own dealership: Approximately 90% of
The numbers strongly indicate that the customers who purchase a vehicle at When returning for service the customer
customers who perform ongoing service at your dealership are “satisfied”. If 90% are simply hands the card to the cashier. The
your dealership come back and repurchase satisfied, why are only 20% coming back for cashier swipes the card in a customized
their next vehicle. Customers who use Jiffy service on an ongoing basis? touch-screen terminal. The cashier touches
Lube, Pep Boys, Firestone, etc., and have no the applicable icon so you are able to
ongoing relationship with your dealership, In this regard the auto industry is not unlike track the benefits being utilized by your
don’t. any other. As high as 85% of all consumers customers.
who defect from any brand or product said
Additionally, this customer defection has a that they were “satisfied”. Suppose the An example transaction might be that the
profound impact on your customer pay labor customer used to fly airline X. The customer customer spent $90, saved $10, and earned
sales and on your return on investment. wasn’t dissatisfied with airline X however 900 points toward future services, or toward
For example, if you sell a $20,000 new or airline Y gave the customer a compelling the purchase of their next vehicle. The
used vehicle today vs. selling $20,000 in reason to switch; unlimited first class benefits are typically dealership-specific, but
customer pay labor, how much are you left upgrades at no cost, more points if he/she for example; 2,000 points may be redeemed
with in variable gross profit? You are left was a frequent traveler, etc. They provided for a complimentary oil change; 5,000 points
with approximately $12,000 in the service more “what’s in it for me”. equates to complimentary detail; or 10,000
department vs. less than $1,000 in sales. points may equate to $250 off the purchase
Nine out of the top 10 major industries and of the customer’s next vehicle.
Given that the customer is much more scores of other businesses have identified
likely to repurchase if they utilize your this challenge and utilize rewards programs Look for a system that has automated
service department on an ongoing basis, to provide more, “what’s in it for me”. The reporting so you will be able to pick out the
and performing this service work yields airlines, hotels, grocery stores, Starbucks, applicable reports and data you want filtered
a tremendous return on investment, Barnes & Noble, credit cards, Wal-Mart, from the system. It should query the database
formulating and executing day to day Viagra, sports teams, banks, restaurants, dry and automatically send you the information
solutions to increase service sales is a major cleaners, and gas stations, the list goes on. daily, weekly, or monthly.
focus for dealers and manufacturers alike. These companies have remained dedicated
to customer satisfaction, but they provide The system should be programmed to
Increasing sales in your fixed operations is customers with a compelling reason to do automatically contact the customer over 50
no different than increasing sales in your business with them on an ongoing basis. times in four years. Additionally, filter the
new or used car department. What are the data in order to facilitate targeted marketing
factors that lead to increased vehicle sales? Implement a program customized to fit with campaigns soliciting specific segments of
More floor traffic or a better closing ratio. the culture of your dealership. The most your customer base. For example, e-mail
The same applies in service; if you want to successful dealership rewards programs all of the customers who purchased three
increase service sales, generate more traffic follow a consistent pattern. The dealership months ago, but who have not come back
(repair orders) or increase your closing ratio issues a rewards card at time of delivery. in for service, or, when the next new model
(hours per R.O.). In some cases, the rewards card is mailed comes out, target previous owners who fit
to the customer’s home accompanied by a specific filter criteria and send an electronic
Customer loyalty not customer satisfaction welcome letter explaining the benefits and brochure and invitation for a test drive.
16 www.autosuccess.biz
17. There are five key components when We find that many service departments have If you are falling short of your expectations
constructing a rewards program: common areas of opportunity. (Do a quick in this area, you may consider a tool to assist
self evaluation.) your advisors in this endeavor. A Virtual
1. How do you get the customer in Advisor has short, multimedia, feature and
the first time? You have to get them • Effective labor rate at 100-105% of benefit presentations housed on the Internet
comfortable with coming to your your door rate? (correctly priced labor along with hundreds of customized service
dealership. inventory) menus. For example, the advisor may say,
2. Search for a long-term hook. Create • Customer pay hours per R.O. at 2.5 or “Let me show you what is entailed in our
a fear of loss, something that in effect above? (selling system performance) 30,000 mile service, and why those items
makes it painful to defect from your • 125%-135% shop efficiency? (tech are important to perform at this mileage
dealership. It must have a big perceived skill level, work distribution, traffic interval.”
value and minimal cost versus your count)
return on investment. The advisor spins the screen around toward
3. Develop some type of transactional Your effective labor rate is predominately the customer, clicks a button, and a 15-
discount so the customer must use a byproduct of properly pricing your second multimedia presentation presents
the card each time they come into the labor inventory. Review the 150-200 most the value. The advisor then clicks another
dealership. performed labor operations. This can be button and the system pulls up one of several
4. Be sure to take credit for the things done with a specialized spreadsheet taking hundred pre-programmed menus based on
you are already doing i.e. free car into account your cost of labor per hour, the vehicle model, year, mileage, and normal
washes, 27 point inspections, bird dogs the flat rate time of the job, and your target or severe driving conditions.
(check state laws), etc. effective labor rate and gross profit margin.
5. The more money the customer In an average store .5 hours per repair order
spends, the more they earn toward In an average store, if your effective labor is costing you roughly $250,000 in an annual
future services or toward their next rate is $10 below your door rate, it is costing net profit.
vehicle purchase. you roughly $125,000 in annual net profit.
• What if you had implemented these
Once the benefits have been constructed and In addition to your effective labor rate, your types of solutions 5 years ago?
a rewards program has been implemented, sales production system is a key element to • What would your R.O. count be?
many dealers choose to enroll their existing maximizing your profitability in service. What kind of database contacts would
customers in addition to their current Customers buy when the perceived value you have amassed?
customers. Additionally, many dealers who exceeds the price. How much value is • Would you have targeted your
implement a rewards program not only target being presented on your service drive? competitor’s database and driven them
their existing database, but they also target Are the tests, measurements, or guidelines into your service department and in turn
all of the (Chevrolet, for example) owners that dictate the customer needs for a given back into your sales department?
in a market. They lay that data against their service being documented and verbalized? • What if you presented every product
existing data and what’s left are all the Is the customer explained what is included, to every customer every time on your
Chevrolet owners in the market that they and what benefits will be derived from the service drive in a visual, consistent and
did not sell a car to. With the inability to pull recommended service? Is all of this being compliant manner?
DMV data, it is no longer an exact science. illustrated to the customer visually?
However, there are several data extraction Where will you be five years from today?
and research companies that can facilitate When your customer is at a restaurant and
this type of match with up to 70% accuracy. their waitress comes by and asks if they
would like desert after a big meal they may
Increasing service sales requires the same often decline. But put that tray of fresh
ingredients as selling more cars. Create more deserts in front of their face and there is good
traffic or increase your closing percentage. chance that they may indulge.
Rewards programs have a documented history
of increasing traffic. What’s the formula for Is your customer getting presented the desert Kevin Smith is the Chief Operating
increasing your closing percentages, and tray at your dealership? Take five minutes OfÞcer at the Ensurety Group, Inc. He
increasing your gross profit per transaction on and evaluate if the value being presented on can be contacted at 877.631.2903, or by
the service drive? your service drive exceeds the cost. email at ksmith@autosuccess.biz.
august 2004 17
18. sts ms ls fis lr
BrianTracy
sales and training solution
How to Identify and Remove
the Four Obstacles to Closing
There are several The third reason why the end of the sale Perhaps they recognize that they would be
reasons why the is difficult is that customers are busy better off with your product, but the trouble
end game of selling and preoccupied. It isn’t that they are and expense of its delivery hardly seems
can be stressful and uninterested in enjoying the benefits of to make it worth the effort. They see no
difficult. First is your product. They may feel they are pressing need or urgency to stop doing what
the fear of failure overwhelmed with work and find it difficult they are doing and start doing something
experienced by the prospect. Because of to make sufficient time available to think else with what you are selling.
negative buying experiences in the past, through your recommendations and make a
over which you had no control, prospects buying decision. And the better they are as The good news is that everybody you meet
are conditioned to be suspicious, skeptical a prospect, the busier they tend to be. This has bought, and will buy in the future from
and wary of sales people and sales is why you need to maintain momentum someone. If they don’t buy from you, they
approaches. They may like to buy, but throughout the sales process and gently push will from someone else. You must find the
they don’t like to be sold. They are afraid it to a conclusion at the appropriate time. way to overcome the natural physical and
of making a mistake. They are afraid of psychological obstacles to buying and then
paying too much and finding it for sale hone your skills so that you are capable of
cheaper somewhere else. They are afraid You must Þnd the selling to almost any qualified prospect you
of being criticized by others for making speak to.
the wrong buying decision. They are way to overcome
afraid of buying an inappropriate product the natural physical Now, here are two things you can do
and finding out later that they should have
purchased something else. This fear of and psychological immediately to put these ideas into action.
failure, of making a mistake in buying your obstacles to buying First, recognize the normal fear of making
product, is the major reason why people
object, hesitate and procrastinate on the
and then hone your a buying mistake experienced by the
customer. Give him/her every reason you
buying decision. skills so that you are can think of to be confident in dealing with
The second major obstacle to selling
capable of selling to you.
is the fear of rejection, of criticism and almost any qualiÞed Second, accept that everyone you talk to
disapproval experienced by the sales prospect you speak to. is busy and remember to always ask if this
person. You work long and hard to prospect is a good time for them to give you their
and cultivate a prospective buyer and you undivided attention.
are very reluctant to say anything that The factor of inertia is the fourth reason that
might cause the prospect to tune you out can also cause the sales process to come to
and turn you off. You have a lot invested a halt without a resolution. Customers
in each prospect and if you are not careful, are lazy and often quite comfortable
you will find yourself being wishy-washy doing what they are currently doing. Your Brian Tracy is the Chairman & CEO of
at the end of the sale, rather than risking product or service may require that they Brian Tracy International. He can be
incurring the displeasure of the prospect by make exceptional efforts to accommodate contacted at 866.300.9881, or by email
your asking for a firm decision. the change or a new way of doing things. at btracy@autosuccess.biz.
18 www.autosuccess.biz
19.
20. sts ms ls fis lr CarolMartin
leadership solution
Retention of Staff, Part I
Retention of Staff What do we want? definition given by people actually
is the second in this We may want a clone of our superstars, performing in that job? Can we agree
series of four articles Priscilla or Mario. But what does that that if you and they disagree, that the
designed to reduce mean? What is it about Priscilla or disagreement is important to reconcile,
employee turnover by Mario that makes them superstars around even critical to retention?
maximizing employee here? Well, in most cases, it means they
morale and productivity. outperform in the jobs they were hired to How do we find out what are the real
do. And, environmentally, they work well demands for success in a given job? Ask
Who are we? with us, our dealership, our size, age, and the real experts! Ask workers in any job
Clearly, the dealership’s age and size all the other environmental factors. to make a list of the things they do and
are important components of its culture. the time they invest in doing each thing
Older dealerships have years of tradition We are talking about two critical parts each day or each week. Don’t look for
and their own way of doing things. Larger of the employee retention equation: agreement on everyone’s part here. Look
dealerships may also have their own way of environmental compatibility (fitting with for agreement or disagreement with your
doing things, but the ways have probably the “corporate culture” of our dealership) feelings as a supervisor about “appropriate
become institutionalized, departmentalized and vocational compatibility (the ability to job behavior for success.”
and often, in spite of all their best efforts, perform above the standard in the type of
de-entrepreneurialized. job being performed). Employee Retention, Part I
The graphic form is important because
Apart from the obvious cultural differences Vocational issues. so many “position descriptions” or “job
caused by the dealership’s age and size is We all have an image of the “used car sales descriptions” are in narrative form, and a
the less obvious commitment to growth. man”. We all have an image of the “sales narrative is very difficult to visualize as a
Everyone agrees that if the top line of manager”. But is this “manager” managing point-for-point comparison when sizing up
the dealership’s P&L is growing at 20% people or process? Titles can be misleading a candidate for employment.
plus a year, everything else, including and that can mean trouble. It makes a big
profits, is taken care of. But there is a big difference if a person is managing other Creating a benchmark of the job demands.
difference between the dynamic old days people or a process. The difference lies in We are going to do a short benchmarking
of dealership creation and the new days the vocational or job demands. exercise. Think of a job or title in your
of dealership profit preservation. Here we dealership. Write that title here:
have a corporate culture shift of major Is what you consider “appropriate job . Select the most appropriate answer
proportions. And it is very much linked to behavior for success” the same as the from each of the pairs of statements below:
employee retention, the topic of this, the
second article in the series.
First things Þrst. Work Demand Benchmark
At the risk of repeating the obvious, the first
step in employee retention lies in employee • Columns 1 and 2 - The successful performance of this work requires:
selection. We agree that an employee, be
he/she a sales person, a service technician Column 1 Taking risks and facing Column 1 A strong desire to win or
or a porter, is a different character when challenges or
functioning in a small dealership with
25 or 30 employees than he/she is in a Column 2 Being cautious and/or Column 2 A low- key, “live-and-let-
third-generation dealership with 75 or 200 non-confrontational live” attitude
employees.
Column 1 Proactivity handling a Column 1 An assertive, “make-it
Agreeing that the first step in employee challenge, or -happen” attitude, or
retention lies in employee selection, we
must hasten to add that selection does not Column 2 Comfort following the 3 Column 2 An accommodating,
1
begin with a classified ad. Selection for 2 lead of others supportive attitude
any title, from office staff to general sales
manager, begins with objectively and even
“scientifically” determining exactly what • Columns 3 and 4 - The successful performance of this work requires:
it is we are looking for. Because the new
Column 3 The use of emotion/ Column 3 An enthusiastic
cultural reality of a Generation X and Y
charm to persuade, or communication style, or
workforce brings its own fresh challenges
to traditional workplace operations, it is Column 4 The use of proof/fact to Column 4 A direct, speciÞc
important that we establish a clear target of convince communication style
what we really want.
20 successful solutions at www.autosuccess.biz
21. continued
Column 3 A high level of Column 3 Establishing, nurturing
consideration, empathy, or relationships, or
Column 4 A high level of objectivity Column 4 Working with facts and
and impartiality technical information
• Columns 5 and 6 - The successful performance of this work requires:
Column 5 A strong sense of Column 5 Comfort with multi-
urgency, or tasking and change, or
Column 6 Persistence, strong Column 6 Comfort with routine,
follow-up skills predictable tasks
Column 5 The ability to deal with a Column 5 Working at a fast,
variety of tasks, or demanding pace, or
you are their cure
Column 6 Working systematically at Column 6 Working at a relaxed,
repetitive tasks steady pace
• Columns 7 and 8 - The successful performance of this work requires:
Column 7 Independent decision- Column 7 Being self-sufÞcient and
making, or self-directed, or
Column 8 Adhering to rules when Column 8 Being cooperative,
making decisions following directions
Column 7 A “big picture” focus, or Column 7 The need to act
independently, or
Column 8 A strong attention to Column 8 The need to follow a well-
detail deÞned set of procedures
Count the column clues and color-in one box below for each clue to create a graphic
benchmark of the job demands of an employee with the title you selected above. These kids and
millions more
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Job Demands
Employee Retention, Part II
Now describe the work environment in which this job is going to be performed. Pick the
one phrase from the following 16 pairs that is most often true of an employee, working the
job title you selected earlier, in your dealership.
continued on page 28
august 2004 21
