AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses AutoSuccess, magazine, sales, new, used, selling, salespeople, vehicle, dealer, dealership, leadership, marketing For similar content visit http://www.autosuccesssocial.com/

1. Sell What It Does, Not What It Is
Volume 6 • Issue 6

2. WE’RE PROUD
TO SAY WE’VE
DONE SOMETHING
COMPLETELY NEW.
“Highest in Dealer Satisfaction With Online
Buying Services For New Vehicle Leads”
OF COURSE,
WE HAVEN’T
FORGOTTEN WHAT
GOT US HERE.
“Highest in Dealer Satisfaction With Online Buying
Services For Used Vehicle Leads, Two Years in a Row”
This honor says a lot. It says that car dealers appreciate our service. It says that we help generate business.
And as the only company to earn these awards for both new and used car services, it says that we keep
improving our service. That’s something we will continue to do. We want to thank our dealers for helping us
earn these awards. They’re more examples that show What We Do Works.
For information, call 877-261-9418 or visit awards.autotrader.com today.
©2007 AutoTrader.com, Inc. All Rights Reserved. “AutoTrader.com” is a registered trademark of TPI Holdings, Inc. used under exclusive license. AutoTrader.com received the
highest numerical score for used vehicle leads in the proprietary J.D. Power and Associates 2006–2007 Dealer Satisfaction with Online Buying Services Studies. 2007 study
SM
based on 1,758 dealer evaluations in May–June 2007. AutoTrader.com received the highest numerical score for new vehicle leads in the proprietary J.D. Power and Associates
2007 Dealer Satisfaction with Online Buying Services Study. Study based on 1,758 dealer evaluations in May–June 2007. Your experiences may vary. Visit jdpower.com.
SM

3. Over 2 Million Vehicles
Processed Daily
Visit Us at NADA 2008!
Booth 3601 West
HomeNet 866.653.1155 220 Willowbrook Lane | West Chester, PA 19382
www.homenetinc.com | salesteam@homenetinc.com
23 egap no elcitra ruo eeS

6. Artful Questioning
8 TomHopkins
Getting What You Want From People
How to Get Buy-In, Follow Through and Enthusiastic Participation
on Projects, Tasks and Goals
10 PattiWood
on the cover The Value of Mentors
11 BrianTracy
Hitting the Jackpot...With Digital Ads!
12 DaymondDecker
Failing Forward Successfully
Can Mistakes Actually be Good for You? 14 DebbieAllen
Personal Success
18 SeanV.Bradley
Is This As Good As It’s Going to Get
20 RalphPaglia
The Power of Now
22 MarkTewart
Exceed the Online Customer’s Expectations
26 LisaKeller
What Does it Take to Succeed in Sales
30 MichaelYork
Two Words That Can Make a Difference
32 JesseBiter
Internet Sales 20 Group
36 SeanV.Bradley
Dump Your Sales Slump
38 RalphR.Roberts
helping to support... God is the source of all supply
Hebrews 12:1 - Let us run with endurance the race that is set before us.
Patrick Luck, Editor & Publisher Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist Brian Balash, Sales-improvement Strategist
luck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com bb11@sellingsuccessonline.com
Thomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Scott Schaeffer, Sales-improvement Strategist God is the source of all supply
design@sellingsuccessonline.com ddavis@sellingsuccessonline.com sschaeffer@sellingsuccessonline.com
3411 Pinnacle Gardens Drive | Louisville Kentucky 40245 | phone: 877.818.6620 | fax: 502.588.3170 | www.SellingSuccessOnline.com
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69 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.

8. STS
TomHopkins
sales&trainingsolution
Artful Questioning
Many automotive When salespeople say things like that, involving the shortest time period possible.
salespeople who they’re doing nothing more than adding It’s all about the time and convenience of
haven’t yet reached the professional stage to the old stereotype of car salespeople as the client.
think professional selling is exactly the being right up there with lawyers on the
opposite of what it really is. They get started. list of people with whom you least want In fact, there’s a dealership in my local
They learn the product and what the special to spend your time. When they use such area that’s bragging about one of the
offers are, and then push them on the next aggressive methods, what are they doing? most common objections people have to
client who comes into the dealership. They’re pushing, aren’t they? They’re shopping for a new vehicle — the length of
nagging, pleading, arguing. They’re telling time required to do it. They are promising
When you entered the selling field, you potential clients things they may not care not more than one hour of time to handle all
may have thought, “Now my job is to talk to hear. They’re trying to ram obvious self- the paperwork required for an automotive
and talk and talk.” So off you go. “Here it serving statements down the future clients’ purchase. One hour from decision to drive-
is folks. The single, best answer to your throats. In effect, they are saying, “I’m out away. The only way they can make and keep
driving needs. Oh, you’re going to love it. to make you buy something. The only reason a promise like that is to have their sales
You’d better get one now before we run out I’m doing that is to put money in my pocket, team gather all the necessary information
of inventory.” and I don’t care whether what you buy helps for the paperwork as they discuss the
you or not. I’ve got a quota to meet.” various vehicles. They have to ask the right
The professional automotive salesperson, questions in order to hear the right answers
the true Champion, realizes that people have True Champions, those who make successful to economize on the client’s time.
two ears and one mouth, and that they should long-term careers in the automotive business,
be used in those proportions. This means realize that telling isn’t selling. Champion Have you ever been surprised at how freely
that after talking 10 seconds, you switch salespeople never make people feel they’re you’ve talked to certain salespeople before
your mouth off, switch your ears on, and being pushed for the simple reason that they buying from them? They were alert and
listen for 20 seconds. This also means that, never push. What they do instead is to lead. interested. You felt comfortable with them.
instead of overwhelming your future client They find out by asking questions where Recalling those conversations, you may
with your knowledge of the automotive the buyer wants to go. Then, they take them think you were leading and the salesperson
industry and your particular line of vehicles, there. was following. Superficially, that may have
you encourage them to tell you what they been true. In a deeper sense, however, that
know, what they need and what they want. Champions lead their prospects from the professional salesperson was leading all the
Let’s compare the two methods. initial contact to happy involvement in way and you were following all the way.
new or used vehicles by not talking all
The average salesperson sounds something of the time, but by listening most of the How did that happen? The Champion sales
like this: time, and by asking artful questions. In all professional encourages you to start off in
• “This is the best truck there is on the this alert and pointed questioning, the true your direction of interest. Once you set your
market today. Nothing can touch it. professional maintains a friendly attitude of direction, he or she gets smoothly in front and
We’ve also got the best deals because interest and understanding that encourages begins to lead you toward any of several open
we’re miles ahead of the competition. the prospect to open up and give the desired paths to purchase. When artful questioning
You’d might as well get it now and not information freely. reveals which of the several paths is best, the
waste your time looking any further.” Champion guides you smoothly and warmly
They ask questions about the current vehicle to the best solution they have to offer for your
• “Our dealership will do more for you or vehicles they own. They ask about past needs. Because you don’t feel you’re being
than any of the others. You really vehicles the clients may have loved. Current sold, you choose to own.
should buy from us.” needs — such as length of time on the
road, number of passengers, cargo space World-renowned master sales trainer
• “This special pricing is only available requirements, safety and economy — are all Tom Hopkins is the chairman of Tom
for a few more days. Why waste your considered. Top pros come across as expert Hopkins International. He can be
time shopping around? You can’t get advisors whose only focus is on finding contacted at 866.347.6148, or by e-mail
anything like this for less.” the right vehicle at the right investment at thopkins@autosuccessonline.com.
Log onto autoraptor.com Avoid expensive
yearly contracts! Calculate leases,
click DEMO LINK Auto Raptor is a
AUTO RAPTOR monthly web finance, and
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& CRM & DeskTool by clicking FREE TRIAL! 1.866.583.1434
8
www.sellingsuccessonline.com

9. From the Desk of Mark Tewart, President
Tewart Enterprises Inc • Tewart Management Group Inc.
“I Will Guarantee You That I Can Make
3 Out of Every 10 of Your Credit Turn Downs Buyable”
It’s as close to growing money on trees • Motivate lenders for faster and deeper
that you will ever experience. approvals
In fact, I can do even better... • Develop tremendous customer loyalty
and customer referrals
I will probably get 5 out of every 10 of
your credit turn downs buyable because... Would you agree that the single greatest
I have a PROVEN, copyrighted, trade- challenge you face today in order to maxi-
marked and proprietary system for making mize every sales opportunity and your
your credit turn downs buyable and I will gross profit is your customers’ credit and
prove it to you. their credit scores?
Yes, it’s legal, ethical and meets ALL guide- What impact would you see in your opera-
lines. This is a credit improvement program tion if your customers could legally have
MARK TEWART
that is proven and gets results. It is NOT a their credit scores increased by 50,100,
credit repair program. Don’t confuse the Industry Consultant
even as much as 250 points with your
two. Often the so-called credit repair pro- credit reporting agencies — all according
grams are shams and scams based upon monthly — guaranteed
to Federal Law and with a money back
fleecing people with poor credit. • Stop paying outrageous fees to special
guarantee?
financing companies
I can prove to you exactly how it is doing • Increase your gross profits How much would it be worth if 30% to
what I am telling you right now at current • Turn “eventual customers” into deliveries 50% of your “turned down” credit applica-
dealerships. TODAY tions became vehicle sales from YOUR
You can speak directly to the dealers and • Tie the customer to you...to the extent dealership?
see for yourself. they MUST purchase from you
• Reduce staff frustration and manager Look at what dealers are saying about this
The results have been mind blowing! valuable profit improvement program:
“pre-qualifying”
Here’s the Deal “We went from delivering 180 units
Everyday you feel the pain of losing cus- to over 300 per month thanks to this
tomers and watching money walk out the program”
door because you can’t get the customer - Randy Miller, Sales Director
approved. Town & Country Ford - Evansville, IN
Imagine getting a minimum of 3 of every Call 888 2 Tewart (888 283-9278) /
10 of those deals to be buyable. What 513 932-9526 to get a FREE, No Hassle
would that do to your sales, gross profit
Presentation
and bottom line?
• Our dealers are experiencing an aver- Mark Tewart, President
age of $4,300 gross profit per copy on Tewart Enterprises Inc.
these deals that are getting approved that www.tewart.com
were once turned down. On just ten deals
that’s an extra $43,000 Gross profit! P.S. Remember, I am guaranteeing in writ-
• Deliver more new and used vehicles ing 3 out of every 10
Bonus! Call and schedule your 15 minute, Free, no obligation presentation for your dealership by January 21 and you will receive
my Tewart Distance Learning program for FREE for 30 days.*
*Demonstration absolutely for Dealers and Manages only please
See my article on page 22

10. STS
Getting What You
PattiWood
sales&trainingsolution
Want From People
How to Get Buy-In, Follow Through and Enthusiastic Participation on Projects, Tasks and Goals
Your boss walks for work from them. In fact, you should build crave facts and more facts, but they have
into your cubical relationship credits with them every week trouble making decisions because they have
and says, “I need that project from you by so, when you really need them, you have so many details to consider. They welcome
2:00,” turns around and walks out. How do relationship credits to draw on when you are documentation, lengthy testimonial and
you feel? Well if you’re a get-it-done kind of in dire straights. Also know a warm “hello” statistical evidence that proves your point.
person, you might appreciate that he didn’t and a sincere “thank you” are as necessary as Explain until you are blue in the face, and
waste your time with niceties and was in and food and water to the Amiable. The Amiable they’ll ask for more. They have great insights
out. But if that is not your style, you may get think carefully before taking any action, and and opinions and don’t always get a chance
pretty mad. they don’t like change, so you really need to express them out loud, so ask them before
to talk them through any new projects or you tell them, “Do it this way” and you will
You’re really excited to tell your team you changes in old routines to get them to buy get more buy in. Whether you give them a
have a new project. It will require a lot of work in and follow through; otherwise, they will task face to face or through e-mail, they will
and the deadline is almost impossible to meet keep doing it the old way or what they may e-mail you back with problems, mistakes
without everyone putting in extra hours, but consider the way that has “always worked and why it won’t work. Be prepared and,
you’re pumped. You go in smiling and ready before.” They need to feel a sense of security if possible, make sure you deal with their
to rock. Speaking with an enthusiastic voice before moving forward. They best way to criticisms face to face, or your project will
and lots of gestures and rah-rah language you get work from an Amiable is to become their drag out and weigh down with back-and-
tell the team about the project. How do they friend. Make your body language warm, forth conversations and e-mails with what
respond? Well if they are fellow expressive smile and make your voice soft and relaxed. non-Analyticals would consider minutia.
types, they might jump on the band wagon Even when you think the “deal is done,” they
with equal enthusiasm, but if they are get-it- The Expressive or Get Appreciated will want to come back with one more fix. To
right analyzers, they are sitting there shaking This type of person wants to be challenged; avoid delays you may even give a deadline
their heads thinking of all the details that need they enjoy learning about new, exciting for criticism and say, “Get back to me by this
to be taken care of; in other words, all the things. So if you present them with a new date with problems and, after that, no matter
mistakes that they will need to fix and how project, they may jump on it just because it is what we will go forward.” To make sure they
they will be spending every waking hour for new. But, because they love new stuff, they are receptive, don’t interrupt them; they like
the next three weeks. Different people need are easily bored and may not follow through their solitude and prefer to know you will be
different delivery styles. on work that requires details or lots of small coming to talk to them rather than having
print forms and multiple steps. If you need you just drop by. Make your body language
If you have an important idea to communicate that kind of detail work from them, you may appropriate and reserved and your voice
to someone at work and you need other have to check back with them or provide slow and low volumed, and allow long silent
people’s buy in, you have a task to assign some sort of social interaction or pat on the pauses for them to think before they speak.
to someone and you want to make sure they back feedback when they do. For example,
follow through, or you want to make sure when they turn in their monthly time sheets The Bottom-liner or Get it Done
you will get enthusiastic participation, what’s or travel vouchers on Fridays, let them know This type of person values brevity and makes
the best way to present your message? You that they will get to sit and have coffee with quick decisions. They want you to tell them
need to consider the personality of the person you. Or instead of e-mailing in work, have short and sweet what you do and what you
you are going to talk to and form a message them present it at the weekly meeting. They want them to do. They like summaries and
and delivery style that suits them. We often burn hot and cold, so keep your face to face they want to be told their task. Forget the
go in to persuade someone using the style or over the phone delivery lively. They like boring details, and for goodness sake don’t
of communicating that is comfortable for bold statements, new directions, initiatives, repeat yourself. Make your e-mail requests
us. What we need to do is consider is the bright ideas and enjoy a good sense of humor. to them in bullet points. They can juggle
personality type of the person we are speaking Expressive types like to lead and influence multiple tasks, but like the feeling of getting a
with. Below are the four basic personality others, so if you give them tasks where they task done. You may want to break long-term
types of the DISC personality inventory and can get other people on board, you will have detailed projects down into mini-projects for
their characteristics. Read what each one a highly motivated worker. And if they are them. They fear a lack of control, so they
likes and prepare your message and delivery hip to your project, they will be your rah-rah need to know they are in charge of their part
style to match your communication recipients cheerleader and supporter. They like to be of the project. They gain energy from being
needs. Understand the underlying traits of the noticed and appreciated; that is like food and in charge and meeting challenges and being
four main types, but know that most people water for them and feeds them deeply. forceful and commanding, so know what you
are a combination. want, say it and stick to it. Make your body
So now you know how to present your ideas language confident and your eye contact
The Amiable or Get Along projects and tasks to others. You can get more direct and your voice strong and fast paced.
This type of person wants to be your accomplished with a lot less stress. Make
friend. They respond to heavy use of the your body language energetic and open and Patti Wood, MA, CSP is a professional
word “you” and the promise of an ongoing your voice up-beat and fast paced. speaker, author and coach at
relationship. They like warmhearted, friendly Communications Dynamics. She can be
10
conversations and a relaxed pace. Ask about The Analytical or Get it Right contacted at 800.849.3651, or by e-mail
their weekend and their kids before you ask This type is smart, careful and accurate. They at pwood@autosuccessonline.com.
www.sellingsuccessonline.com

11. STS
BrianTracy
sales&trainingsolution
The Value of Mentors
Benjamin Franklin The advice you seek should be guidance important because many people, especially
once said, “there are regarding your character and personality young people, are extremely impatient,
two ways to acquire wisdom; you can either and specific ideas on how you can do your always looking for shortcuts. When they get
buy it or borrow it.” By buying it, you pay job better and faster. Remember, you can’t advice on something that another person has
full price in terms of time and cost to learn figure it all out by yourself. You must have spent many years learning, they often try to
the lessons you need to learn. By borrowing the help of others. You must find men and add variations and improve on it without
it, you go to those men and women who have women who will guide you and advise you having mastered the original instruction.
already paid the price to learn the lessons on the road of life, or you will take a long,
and get their wisdom from them. long time getting anywhere. Remember, when you open yourself up to
guidance and input from another person,
This is the essence of the mentor-protégé There are two vital qualities to look for in a concentrate first on understanding and
relationship. By going to people who are mentor. The first is character and the second learning exactly what that person has to teach
ahead of you in the personal or professional is competence. you. You can then modify and change that
arena and opening yourself to their input, lesson to suit your changing circumstances.
advice and guidance, you can save yourself Character is — by far — the most important.
the many months (maybe even years) it Look for a mentor who has the kind of The second factor that determines the
would take and the thousands of dollars it character you admire and respect. Look for a influence of a mentor on your life is the
would cost to learn what you need to learn person who has high degrees of intelligence, willingness of the mentor to help you in
all by yourself. integrity, judgment and wisdom. The more every way possible to achieve your goals.
you associate with men and women who We know that the more emotionally involved
M.R. “Kop” Kopmeyer, a respected success are advanced in the development of their someone is in our lives, the more susceptible
authority, once told me that perhaps the character, the more you will tend to pattern we are to being influenced by that person.
fastest way to get ahead was to study the them and to become like them. When you seek out a mentor, you must look
experts and to do what they do, rather for someone who genuinely cares about you
than trying to learn it all by yourself. In The second quality you look for in a mentor as a person and who really wants you to be
fact, he mentioned that no one lives long is competence. This means that the person successful in your endeavors.
enough to learn everything he needs to learn is extremely good at what he or she does. A
starting from scratch. To be successful, we good mentor in your career is one who has Next month, we’ll look at steps necessary
absolutely, positively have to find people the knowledge, skills and abilities to move to build a successful mentor-protégé
who have already paid the price to help ahead far more rapidly than his or her peers. relationship.
us learn the things that we need to learn to
achieve our goals. The impact of a mentor on your life is Brian Tracy is the chairman and CEO
dependent on two additional factors. The of Brian Tracy International. He can be
The mentors you choose should be people first is your degree of openness to being contacted at 866.300.9881, or by e-mail
you respect, admire and want to be like. influenced by another person. Openness is so at btracy@autosuccessonline.com.
11
the #1 sales-improvement magazine for the automotive professional

12. FS
featuresolution
delivers a defined acquisition.
Hitting the Jackpot... CLICK HERE:
Flat Rate
Flat Rate means a fixed cost per month
With
FOR SPECIAL OFFERS ON regardless of traffic or amount of impressions.
This may appeal to a dealership that is testing
2007 BMW 7 SERIES an online campaign generally targeting niche
Digital Ads!
markets.
Catch the Fever
2007 BMW Many Dealers are realizing that online
7 SERIES marketing is now their best investment and
are shifting budgets from traditional media
DaymondDecker to digital initiatives including Digital Ad
marketing strategies. It’s impossible to ignore
the results.
$399
Are your dealership’s advertising strategies These results demonstrate that auto retailers Digital Ads are now all the buzz. We are now
paying off? If not, it’s time to review the have the sense to recognize the continued accustomed to seeing a Web page bordered The eBusiness staff and the entire management
8 Cylinder, Black Leather,
stakes and align your wager with the hottest growth in the online automotive audience by online advertising. Far from being Power Everything team at Courtesy Chevrolet San Diego are
thing to hit the online strip — Digital Ads. and the unparalleled opportunity to target merely wallpaper, eDealers are realizing LEASE
excited about their continued progress for
With over 70 percent of the population in specific customer prospects and capitalize on the increasingly rich online ad formats are the remainder of 2007, and on into 2008. So
North America now utilizing the Internet as driving more of the exact types of customers effective in sparking the interest of car buyers far in 2007, they have increased their self-
a means of communication and shopping for they want into their showroom floors, Web and encouraging them to spend a significant generated percentage of total Internet leads
products and services, eDealers are hitting sites and telephones. amount of time interacting on the Web site reading a newspaper ad, then being able to Make it a point to check on your Digital Ads’ received by 24 percent, and those leads are
the jackpot with online display advertising to after click-through. Market research proves touch it and be automatically “teleported” to performance every few days. By monitoring converting into sales at a much higher closing
drive significantly more traffic and profits to Rules of the Game that Digital Ads consistently generate the your dealership showroom. That’s powerful. your ads’ performance, you can modify or rate than the leads they purchase from third
their dealership’s Sales, Finance, Service and The No. 1 rule is to know the game. Luck comes highest conversions into showroom traffic, Another tremendous advantage of Digital eliminate under-performing ads before they party lead suppliers.
Parts Departments. and goes, but knowledge stays forever. With completed lead forms and telephone calls. Ads over traditional print ads is the capability waste away your advertising dollars.
the right message, the right placement and In other words, the right online ads generate to infuse dynamic media enrichment like On the House: Co-Op Advertising
Dollars and Sense the right marketing strategy, your dealership sales and profits. audio, video and animation to better highlight Business Mechanics of Digital Ads If you are leery about your investment in
By the end of 2007, trends indicate that nearly can make every online initiative payoff with your dealership’s specials. It’s like a TV Every dealership must spend money to sell Digital Ads, how about letting your OEM
$30 billion will be spent in North America for increased sales and profits. This brings us to Understanding the basics of Digital Ads commercial infused into your newspaper cars. Spend aggressively, but spend smart by foot some of the cost? Through an online
online marketing, a mere drop in the bucket rule No. 2: Consult a professional. Consulting will help your dealership in designing and ad and then click-enabled to become an knowing the market and mechanics of Digital cooperative advertising management strategy,
compared to the nearly $40 billion forecast a qualified Digital Advertising professional implementing an effective and lucrative advertisement on steroids — a virtual 800- Advertising. The basic business model of dealers can capitalize on the marketing muscle
for 2010. The United States, together with is crucial to the success of your dealership’s online strategy for each dollar of Digital Ad pound gorilla in the world of advertising. the Digital Ad is simple. Different payment and advertising incentives of their OEM.
Canada, currently support an historical 233 Digital Ad strategy. Many Digital Advertising budget. models can be used depending on the primary Many dealers are not aware that the same co-
million Internet users. Research by eMarketer and closely related Search Engine Marketing Marketing Your Digital Ads goal of your dealership’s campaign. op advertising reimbursements are available
indicate trends that online advertising will (SEM) firms make promises but are unable What is a Digital Ad?
The placement of your Digital Ad is crucial not only for traditional media, but for Digital
more than double as a percentage of total to deliver satisfactory results because they Digital Ads are the most popular form of • Cost per Thousand/Cost per Impression -
to its success. Post your ads on sites visited Ads as well. Courtesy Chevrolet participates
media as car dealers and other advertisers lack both basic knowledge and a deep advertising on the Internet, and I’m sure CPM refers to Cost Per Thousand and CPI to
by your potential customers. If you’re in all areas of OEM co-op advertising and
learn how to spend their marketing budgets understanding of the latest trends that drive you’ve seen more than your fair share of Cost Per Impression. Each time a user views
promoting Ford Mustangs, buy space on sites commonly receives over $3,000 a month in
smarter instead of just bigger. successful online automotive marketing Banners, Skyscrapers, Leaderboards and a Web page, that constitutes one impression.
visited by college students like YouTube or refunds.
initiatives. For example, how many SEM Squares of various sizes. A Digital Ad is a Typical CPMs for less-targeted inventory
The demand for online advertising is booming, high-impact graphic or video ad displayed MySpace. The quality of leads generated
providers capitalize on your OEM’s current can range from $0.25 to $5.00 per thousand ‘No Gamble’ Guarantee
and the increasing numbers of dealers who within high-traffic Web sites, like CNN. from targeted markets generally yield higher
incentives and rebates in order to increase impressions. Therefore, a dealership that The unparalleled advantages of Internet
are channeling advertising budgets away com, that prospective and existing dealership click-throughs and are more likely to result in
the QUALITY of traffic they are driving into wants to purchase 100,000 impressions at a marketing have given birth to a whole new
from traditional media and implementing customers see when a page loads within an increased sales and greater ROI.
your Web sites and landing pages? $5 CPM will sign a contract for $500. If you realm of advertising for dealerships. Whether
digital marketing strategies are skyrocketing. area around the dealership’s local address To post a Digital Ad, you can do either or all buy space on a targeted site that is popular it be through a non-animated display of the
Amateur-created online Digital Ads such (geo-targeted) or targeted region. This of the following: with car enthusiasts who are in an attractive dealer’s logo or expandable Skyscraper,
as Banners, Leaderboards, Skyscraper and Digital Ad commonly advertises a make or • Pay publisher sites to post your ads demographic for your dealership, you can Digital Ads are helping dealerships to
inline GIF and JPG images are okay, but if model, and it can also be used to promote • Pay an Ad Network to post the ad expect to pay up to 10 times the rate of successfully reach customers in a targeted,
Tips for you’re like most dealers, odds are that you seasonal events, fuel economy, sales events, untargeted ad inventory. cost-effective and measurable way.
will want some professional help in this special finance services or incentives such as
Digital Ad Payoffs highly volatile and competitive industry of low APRs, Trade-In assistance and factory
The most effective and cost efficient
manner to distribute Digital Ads is through • Cost per Click - CPC is normally associated When you gamble, your risk is determined by
online automotive retailing where there are rebates. A Digital Ad is simply a form of with paid Search Marketing; however Digital chance. With the right partner and the right
an Ad Network. The role of the modern
1. Use enticing shapes/colors many ads competing for viewer attention. customer communication and a portal into Ads can be priced this way when the aim is to online marketing strategy, the only chance
Internet Advertising Network is to transact,
Look for industry experts who can match their your sales funnel. drive traffic. CPC pricing models are based involved with Digital Advertising is the
2. Create catchy headers serve, track and report the distribution of
expertise with your dealership’s inventory, on paying only for those ads that experience chance to promote and grow your dealership,
3. Incorporate animation Digital Ads from advertisers to publishers
branding and local market reputation in a How Do They Work and Why a “click-through.” boost profits, and increase ROI. With the
using an efficient, interactive marketplace.
4. Use creative designs manner that serves your store’s marketing are They There? Large Ad Networks include a combination
right marketing combination and the right
5. Choose optimal placement mission by creating and distributing into the An online Digital Ad can be very similar • Cost per Acquisition (Cost per Lead) - Cost team, you can turn your online investment
of search engines, media companies and
right Web sites the most innovative, attention- to a traditional ad you would place in a per Acquisition (or Lead) is a pricing model into a sure bet with a big payoff.
6. Engage with interaction technology vendors.
grabbing graphic content. newspaper or magazine; but, there is a based on paying for direct results. This
7. Rotate banners regularly huge bonus available: the added ability to Always have more than one ad to promote model takes many forms (leads, sales, etc.)
8. Target your banners Fundamentals of Digital Ads transport a potential customer directly to a each vehicle. A Digital Ad usually burns out and is increasing in popularity due to the ease Daymond Decker is the product marketing
9. Monitor banner performance Through the rise, fall and resurgence of Landing Page, Microsite, or a Deep Link, after a surfer has seen it three times. If your of implementation and accounting compared manager for ADP Digital Marketing. He can
online display advertising, eye-catching such as into the inventory of your Virtual click-through is steadily declining, then it is to traditional media. This model is great for be contacted at 866.507.9577, or by e-mail
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10. Do your math and exciting multimedia-enriched animated Dealership. Just imagine your customer time to rotate your Digital Ads. dealerships, as you pay only when an ad at ddecker@autosuccessonline.com.

13. STS
Failing Forward
DebbieAllen
sales&trainingsolution
Successfully Can Mistakes Actually be Good for You?
Hopefully, you make allow the fear of failure to stop them from success, but until success is compared with
a mistake now and achieving their goals. failures — people don’t truly understand the
again, because failure can actually be good whole story of how business works.
for you. If you haven’t made any mistakes If you study the failure and challenges of
for a while, you may be playing it too close business, you will discover the ultimate Why Don’t They Teach Failure In
to your comfort zone and not stretching success secrets of any enterprise. These are School?
yourself far or fast enough to achieve high the key lessons we all must learn to grow Failures tend to disappear from business
level goals. To aim high, you must accept and expand our opportunities in life. education curriculum. Information about
some of the risks that go along with learning business failures is often scarce or ignored
something new. If you want to create shamelessly fabulous completely, yet it is inevitable. On the other
success, study all the failures. hand, information on successful companies
Risks come with the acceptance that you and their success strategies is in generous
will make some mistakes along your journey Most highly successful people were not supply.
towards your wish. But you will want to successful from the beginning; they had to
avoid making costly mistakes or making struggle a little or a lot to reach their peak Companies that pursue unsuccessful
the same mistake over and over again. Use potential. Walt Disney, for example, was strategies either change their business
good common business sense. actually fired from his first job because he strategies or they go out of business. A
was told that he was not creative enough. successful company is described as having
Everyone has their share of challenges. You used visionary management and innovative
will constantly be tested in life when new Not creative enough? Luckily, he didn’t marketing strategies while a failing business
challenges arise or you grow, change and listen to his clueless boss and trusted his is accused of poor business management
develop in life. own innovative ideas. and overall bad business skills.
You will always be challenged with new Believe and trust your innovative ideas, So why don’t we teach future entrepreneurs
areas of your life that stretch you past your too. more about failure? Wouldn’t that save us
current abilities and expertise. It may be a ton of money from mistakes that could
making the next big sale, starting a new We all have a tendency to focus on success have been avoided in the first place? Can
business, beginning a new relationship or and fear failure when things don’t go as you imagine telling your banker to add an
working through a new opportunity that is planned. So don’t be too hard on yourself additional $20,000 for the mistakes that you
full of not only excitement, but extremely if you feel that you are making too many plan to make in your new business venture?
difficult challenges, as well. Yet all failures mistakes to make it to the top. Hang in there They would think you were crazy. Yet that
will help you learn more about yourself and and be patient. Once you overcome the is exactly what is going to happen while you
help you in turn to build your self-esteem at challenge you won’t have to do it again and develop the business.
the same time. you will be failing forward faster.
You simply must make mistakes and
Learn From Your Mistakes and Success takes time, just as it takes time for overcome challenges to see what works and
Move On you to adjust and learn new skills. But, be does not work in life. It is necessary to make
Actually I don’t even like the word aware that mistakes will continue to happen mistakes to improve, both personally and
“mistake.” even after you have reached a high level of professionally.
success.
I believe that mistakes are simply challenges Mistakes are in deed good for you when
in disguise. Realistically, most of us don’t You will always need to be learning they place valuable lessons in front of you
get it right the first time around. Successful something new in business to stay fresh, and teach you how to leap over challenging
people make mistakes all the time, but the innovative and on top of your game. So hurdles.
only difference is that most of the failures when you think you have it all figured out
go unnoticed because they don’t give up and and have made all the mistakes you need to
they keep on going. make to learn, something will challenge you
again and test your confidence.
Successful people make it look easy. It’s
easy looking in from the outside. We don’t Mistakes and challenges are going to occur
often notice or acknowledge their failures. anyway, so the sooner you learn from them,
Successful people evaluate their failures, the sooner you will become more successful
Debbie Allen is an author and
come up with new solutions to the challenge in whatever you want to do. professional speaker. She can be
and try again — this time more educated
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contacted at 866.467.4104, or by e-mail
than the first. Successful people also don’t Most people tend to reach conclusions about at dallen@autosuccessonline.com.
www.sellingsuccessonline.com

16. STS
SeanV.Bradley
sales&trainingsolution
Personal Success
Dealers and managers spending $5,000 per month or $60,000 per want you to tell everyone in your dealership
are fond of telling year on sales consultants that are untrained — your associates, managers, your owner,
their employees that the car business is or poorly trained. That makes no sense to me. everyone. It’s NOT just for your dealership
like owning your own business. Oh, really? Dealers should invest wisely on recruiting or business success. It will be your roadmap
What exactly does that mean? I remember the RIGHT employees for their team. It is a and compass for your life, professional and
my GM getting me all excited during our huge red flag when your store spends more business success.
Saturday meetings telling me that I had on balloons or some hokey advertising or
my very own business; but minus all of the give aways than on education and personal Get a piece of paper and draw three boxes.
headaches and expenses. He used to tell us development of its most valuable assets, its Yes, a square, another square and one more.
that the more we put into it the more we get people. You should be looking at three side by side
out of it. Sound familiar? I am sure it does. squares on your sheet.
Dealership sales teams should be trained on:
You may have heard the same speech or given • Product knowledge Label Box 1 “Goal”
that speech word for word. To a certain extent • Standard Operating Procedure
I agree. Selling cars is like owning your own • Objections & Rebuttals Box 1 is simple: It states the goal. Let’s say
business in that you get paid commissions • Psychology for this example, your goal was to be the No.
based on the work you produce — that is, the • Strategy 1 Internet Sales Manager in the WORLD.
cars sold. When you own your own business • Communication That is exactly what you are going to put in
you generate revenue when someone buys • Technology & the Internet Box 1 — No. 1 Internet Sales Manager in the
your product or service. • Organization world. Put your specific goal there.
• People Skills / Problem solving
I know several talented sales professionals / Dealing with difficult people or In Box 2 we want to define the goal. This will
making over $200,000 a year selling cars on situations take some more thought on your part. I hear
the showroom floor. But those individuals • Networking and the LOST ART of all the time someone wants to be the best at
are a small percentage of the over 230,000+ Prospecting this or that, but what does that really mean?
automotive sales people at new car dealerships You need to really understand what it is that
in the U.S. The problem is that most sales Your people should be motivated and you are trying to do in order to do it. An
people, whether they work on the showroom compensated for proactive professional example of some elements in this box might
floor or in the Internet or BDC area, don’t development. For example, some of our state:
know how to run their own businesses. dealers reward their people for reading • Highest gross with online customers
relevant business books like Stephen Covey’s • Fastest response time
When you start and run your own business, “The 7 Habits of Highly Effective People” or • Highest CSI online
you usually have some experience in the Seth Godin’s “Purple Cow,” or for reading • Most volume online
business you are starting or have a support articles in magazines like AutoSuccess or • Most knowledge of Internet sales —
network to guide you through the initial keeping up with the content in professional third-party lead source provider sites,
start-up phase. It really isn’t fair to expect newsletters from companies like Dealix or most knowledge of industry info sites
someone to be able to sell cars on the floor Carsdirect. The point is you need to create like Edmunds.com, Kelly Blue Book,
or in an Internet department just because you a culture of education and professional Carfax, etc.
gave them a brochure and told them to take development in your store. Instead of hand- • Most knowledge and utilization of
ups, or because you have a computer and are me-down magazines from the Dealer or GM, dealership technology, such as the
buying leads for them. I travel all over the make your staff order subscriptions from dealership Web site and ILM/CRM
country and overseas, training and consulting ALL of the magazines, and make them sign • Highest customer retention with online
for dealerships and it still amazes me to see up for all of the blogs and newsletters (most customers
that most dealerships have very little — if are FREE). • Always cutting edge — setting trends
any — training other than what the OEM not just following them. Staying one
mandates for product certification. When Think about Tiger Woods who swings 1,000 step ahead of competition.
dealers do invest in training it usually trains practice strokes for EVERY live stroke in • Highest ROI — least amount of money
their team on the basics: the road to the sale, tournaments. What about a boxer? How spent BUT MOST profit made online.
and the six- or 10-step program that has been many jabs or hooks do you think he throws in • Highest certification achieved — OEM,
in existence for the last zillion years. practice? Now, think about how many times NADA / NCM / State associations,
your people are role playing, drilling trying etc.
Most dealers pay lip service to the fact they new word tracks, objections and rebuttals? • Industry recognition — covers of
say that their people are their most important Throw away your checker boards in your magazines, awards, interviews, fame,
resource. I think it is truly a shame that dealers dealership and start playing chess. Get your etc.
don’t invest in their own people. The average team to think strategically. • Create an amazing working
dealership spends approximately $50,000 environment.
per month in advertising and the average I am going to give you a simple but • Happy at work and content where you
18
dealership has about 10 sales consultants extremely powerful system for personal are at.
on the floor. That means that dealers are success. I invite you to try this exercise and I • The ability to evolve — able to
www.sellingsuccessonline.com

17. measure and benchmark performance as far as you want to go with technology. You recap, the first box states the goal, second
and constantly evolve to the next level can set up your ILM/CRM so it can help your box defines that goal and the third box road
of success. dealership realize its goal. Let’s say you get a maps how to get you there.
• Able to make a ton of money for your lead but are too busy to respond immediately.
dealership at the same time able to cut You can set up your ILM/CRM to forward If you would like any assistance in creating
expenses and increase ROI. the prospect to the next available Internet your roadmap to personal success, feel free
• Create a network of strong Internet salesperson if you don’t respond in a certain to e-mail me and it would be my pleasure to
managers and BDC directors that you amount of time. This will ensure response get you started on the road to success.
can rely on, such as an Internet 20 time integrity. There are other solutions
group. as well, like call connect. This allows the
• Have the best dealership Web site on prospect to submit a lead and be directly
the planet in look, feel, technology and connected with an available person instantly
highest conversions. in real time. Sean V. Bradley is the CEO and founder
• Have the best ILM/CRM — set-up, of Dealer Synergy. He can be contacted
content, processes, e-mail templates, This exercise can be very powerful to your at 866.893.1394, or by e-mail at
phone scripts, objection/rebuttals, etc. personal success at work or at home. To sbradley@autosuccessonline.com.
• Know what to do, when to do it, how to
do it and WHY you are doing it.
Now on to Box 3, where the rubber really
meets the road. I would like you to develop
your personal action plan on how you are
going to make everything in Box 2 happen
and when. Go through the items in the
previous box bullet point by bullet point.
For example: If one of my goals was to have
the most knowledge of third-party providers
or Internet Web sites that a prospect might
search on, then I would need to research
all of those sites. I would create a schedule
for my week and during the week I would
allocate ample time to research all of these
sites. I might start by simply going to these
sites that I know about, such as AutoTrader
and Carsdirect.com, and go through the
entire site like I was a prospect searching for
my new vehicle. I might even mystery shop
these sites and my competitors to see how
other dealers respond and to see exactly what
my prospects go through.
I wouldn’t stop there. I would also call my
local vendor sales reps up and have them
come into the dealership and thoroughly
explain their Web site and find out details
and best practices directly from them.
Specifically, I would ask them what their
best dealers are doing to be the best. I would
even ask them what their worst dealers are
doing and why. You want to learn what the
best are doing so you can emulate them and
find out what the worst are doing so you can
avoid their mistakes.
Another example: If your goal is to have the
fastest response time, then you need to make
sure that you call ALL of your prospects
immediately. This can be accomplished
two ways. First, you can just incorporate
that into your standard operating procedure,
that you will be constantly vigilant for fresh
leads so you can respond immediately or
close to immediately. Another way to ensure
rapid response time is through utilization of
technology. You can set up paging notification
19
which notifies you instantly that there is a
new prospect in your queue. You can take it
the #1 sales-improvement magazine for the automotive professional

18. MS
Is This As
RalphPaglia
marketingsolution
Good As It’s
Going to Get
There is a lot this form and don’t forget to click on the
of vendor noise SUBMIT button!”
going on right now, and it can be difficult
to separate the fact from fiction. Many J. D. Power and Associates reports that for
dealers don’t really understand transactional the past four years the number of online car
Web sites and what they are capable of, or buyers who are able to resist the above-value
they don’t know who they can trust to give proposition has been consistently around 80
them the correct guidance. This emerging percent. There is a profound message that
auto retail capability is more important than car buyers are telling us about the current
just selling Web sites. Evidence shows that obsession we have with “Leads, Leads,
consumers are using the Internet for more Leads are the most wonderful fruit, the more
than just research. Consumers are buying you eat, the more you…”
parts, accessories, service warranties and
vehicles directly through dealers’ Web
sites after those sites are equipped with The disconnect I
eCommerce features using “My Account” see is that for the
capabilities. Clearly more car buyers will
discover how easy it is to buy a car as the
last 20+ years,
shopping cart eCommerce model becomes we have used
more prevalent among dealership Web sites. the Internet as if it
With that said, here is my question for you:
were some type of
Are Internet leads, and the methods, strategies billboard on what
and gimmicks used to harvest them, as good we used to call
as it is going to get for manufacturers and
dealers selling vehicles online? With all
the Information
of the vast methods, strategies and tactics Superhighway
that we use to generate and harvest Internet
leads, anything that attracts a consumer These issues were dealt with long ago
to a dealership qualifies as a harvesting by eDealers like Courtesy Chevrolet in
technique. But, what about actually letting a Phoenix, Anderson Honda in Palo Alto, and
car buyer, well, buy a car? Jay Wolfe Toyota in Kansas City. These
top-performing dealers are utilizing digital
We talk about operating efficiencies, and marketing products that empower them with
arm ourselves to the rafters with all manners transactional eCommerce Web sites. Cars
of technology, people and best practices get sold directly from the “Deal Builder”
to handle all these expressions of interest. function within “My Quotes” which includes
There is absolutely nothing wrong with any credit, tiered interest rates, trade-in values,
of this, (as long as the RFID is sterilized tax, title, fees, accessories, extended service
first) but if I see one more Professor Gadget- contracts, protection plans, disclosures and
designed auto retail “solution” that doesn’t accurate monthly payments. Dealerships
actually make it easier to sell or buy a car, get the selling opportunity regardless as to
I think that a seizure may be imminent. Car which step in the process each consumer
companies and the dealerships they supply feels comfortable completing. Each “My
exist to design, build, distribute, market and Account” created generates a highly qualified
sell cars. The disconnect I see is that for the and genuine lead.
last 20+ years, we have used the Internet as
if it were some type of billboard on what we Ensure the profitability and competitiveness
used to call the Information Superhighway of your dealership by evaluating and trying
(does anyone remember that phrase?). We new things.
have limited our use of this amazing two-
Ralph Paglia is the national director
way channel to something along the lines of of digital marketing solution for ADP
“Here we are! Drive to our showroom Right Dealer Services. He can be contacted at
Now…,” or, “Call this phone number Right
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866.883.9250, or by e-mail at
Now…,” or, “C’mon, go ahead and fill out rpaglia@autosuccessonline.com.
www.sellingsuccessonline.com