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1. A SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIAL ISSUE NADA SPECIA
.biz
February 2005

2. The Dealix Dealer Newsletter WESTERN US
The Leading Resource for Online Automotive Sales Tracy Beaudry, Internet Director
Beaudry Motor Company
TUCSON, AZ
TRACY BEAUDRY
Jeremy Taunton, Internet Manager
Manly Honda
SANTA ROSA, CA
Matthew Duke, Fleet and Internet
Sales Manager
Kearny Mesa Toyota
We Congratulate JEREMY TAUNTON SAN DIEGO, CA
Manuel Souza, Internet Director
the Top Internet Anderson Honda
PALO ALTO, CA
Sales Professionals MIKE LAVEZZI
Wendy Diep, Internet Sales Director
Honda of Pasadena
& Organizations PASADENA, CA
Mike Lavezzi, Internet Director;
of 2004 Chris Yates, Internet Fleet Manager
Pacific Honda
SAN DIEGO, CA
CHRIS YATES
Steve Jackson, Fleet Manager
Magnussen’s Dodge Chrysler Jeep
TOP 10 AUBURN, CA
BEST OF THE BEST
NADA
2005 Anhtuan Truong, Internet Director
Piercey Toyota
SAN JOSE, CA
STEVE JACKSON
To learn more about these dealers’ Kevin Pang, Internet Sales Manager
San Francisco Toyota & Scion
winning strategies, visit www.dealix.com SAN FRANCISCO, CA
or call 866. 253. 5125.
Molly Hurst, Internet Director
Airport Marina Honda
Dealix Drives Success. MOLLY HURST LOS ANGELES, CA

3. CENTRAL US EASTERN US
Jay Clemmons, Internet Director; Ron Davenport, Internet Sales Manager;
Rebecca Clemmons, Internet Sales Garrett Enck, Internet Sales Manager;
Howard Hyundai Mark Lenny, Internet Sales Manager
ELMHURST, IL Keenan Honda
SCOTT HAYNES RON DAVENPORT DOYLESTOWN, PA
Scott Haynes, Director of Internet Services
Penske Honda Paul Laudenslager, Internet Sales Manager
INDIANAPOLIS, IN Hendrick Honda of Woodbridge
WOODBRIDGE, VA
Don Boyle, New Car Director
Honda Cars of McKinney Terry Wiseman, General Manager;
McKINNEY, TX Bob Bozak, Business Development Director
JOHN PHOTOPULOS BOB BOZAK Peters Honda Kia
John A. Photopulos, Marketing Manager NASHUA, NH
Arlington Toyota & Scion
BUFFALO GROVE, IL
Guido Davila, Internet Manager;
Jennifer Hanley, Internet Manager
Angelo Chavez, Internet Sales Director King Hyundai
Burt Toyota DEERFIELD BEACH, FL
ENGLEWOOD, CO
ANGELO CHAVEZ GUIDO DAVILA Bijan Karimi, Internet Manager
David Handel, Internet Director;
College Park Hyundai
Phil Kwiek, Internet Sales Manager;
COLLEGE PARK, MD
Chris Petranech, Internet Sales Manager
Rosen Honda
Dave Kelleher, Internet Sales Manager;
GURNEE, IL
Peter Galich, Julius Crane, Jackie Barkley,
Internet Sales
Bill Blackburn, E-Commerce Manager
Sport Honda
Phil Long Hyundai
DAVID HANDEL KEVIN REILLY SILVER SPRING, MD
COLORADO SPRINGS, CO
Ed Harris, Internet Sales Manager Kevin Reilly, General Manager
Superior Toyota, Chevrolet, Hummer Alexandria Hyundai
ALEXANDRIA, VA
MISSION, KS
David Handel, Internet Director; Ann Vigneault, Business Development Manager
Debbie Storck, Internet Sales Manager; Harr on Gold Star–Toyota
ED HARRIS Linda Treasure, Internet Sales Manager ANN VIGNEAULT WORCESTER, MA
Rosen Nissan Suzuki Kia
MILWAUKEE, WI Mike Zavell, Internet Sales Manager
Gunther Volkswagen of Coconut Creek
Mark Kanter, Internet Director; POMPANO BEACH, FL
Ryan Daly, Internet Sales Manager;
Wesley Tadlock, Internet Sales Manager Don Graff, Director of E-Commerce
Bill Jacobs Volkswagen Flemington Ford Lincoln Mercury Nissan
MARK KANTER NAPERVILLE, IL MIKE ZAVELL FLEMINGTON, NJ
C O R P O R AT I O N
A Division of The Cobalt Group, Inc.

4. • BZ Results 3124
BZ Results is a digital marketing & training company that has a great new system that helps dealers sell & service more vehicles proÞtably.
TOP 10 BZ’s clients include United Auto Group, Group 1, Herb Chambers, Red McCombs, Sheehy, Paul Miller, Larry Miller, Courtesy Chevrolet,
BEST OF THE BEST Tasca and others. BZ dealers are selling 100-700 incremental units a month from this revolutionary new system. To get a free 180 second
NADA tour of this new system visit: BZResults.com
2005
• J&L Marketing 4731
Established in 1991, J&L Marketing is without equal when comparing automotive direct marketing companies. Their philosophy is simple - there are only three ways to
grow your dealership: 1) Increase your number of customers, 2) Increase your average gross per deal and 3) Increase the frequency of repurchase – get more residual
value out of each customer. With a customer base of over 6,000 dealers and managers nationwide their ground-breaking J&L Marketing Growth Strategy™ is producing
staggering results and has eliminated the number one challenge for most dealerships - trafÞc.
• Dealix 5415
In 2005, Dealix is expanding their quality and service initiatives, continuing to help dealers sell more cars, more efÞciently. Their combined efforts with The Cobalt Group will
bring an even more dynamic product to their customers to increase sales and help improve dealership efÞciencies. Dealix has been rated the number one lead provider in
studies by J.D. Power and the Dotcominsider. Their goal is to continue to win over customers with high quality leads and superior service. The Dealix Quality Team enhanced
their lead scrubbing and call veriÞcation technologies to ensure customers receive leads only from the most serious car buyers. Dealix is committed to provide even better
one-on-one service and has expanded it’s Lead Acquisition Network, adding hundreds more of the best auto sites on the web.
• Autobase 4819
Autobase, Inc. has provided the automotive retail market with premier customer relationship management (CRM) solutions since 1988. Autobase Sales Center™, the ßagship
of the Autobase suite, is now in its sixth generation of development, boasting 17 years of successful implementation in dealerships of every demographic. Over 15,000 auto
professionals go to work every day and use Sales Center™ to sell more cars. Newly-released and already manufacturer-endorsed for it’s innovative approach to business
development, the Autobase Loyalty Center™ is the most recent addition to their suite of solutions. Their rich history, strong reputation, comprehensive industry knowledge,
and pioneering work in feature-rich CRM and BDC technology have long impacted the bottom line for proactive dealers nationwide.
• TimeHighway.com 4430
TimeHighway.com is the premier, on-line solution for service department appointment scheduling, allowing dealership customers to make a conÞrmed service appointment
24 hours a day, seven days a week. BeneÞts to the dealership include: replacing telephone-based scheduling with Internet technology that enhances the effectiveness
and customer satisfaction of the dealership, reduces in-bound telephone calls and drives trafÞc to the dealer’s website. Customers prefer the ease and convenience of
the Internet to do their banking, shopping, make travel arrangements, etc. and now with TimeHighway.com, they can schedule their service appointments online, no more
waiting on hold to make an appointment.
• The Joe Verde Group 931
JOE VERDE • Your Training Partner Since 1985, the Joe Verde Group has been helping dealerships improve their sales and gross by providing the best sales and sales
management training in the automobile business. Joe Verde’s up-to-date sales training helps dealerships implement effective sales training that works to build a solid sales
team and long term, satisÞed customer base. Joe’s management training addresses today’s challenges and tomorrow’s needs by helping dealers build top performing
management teams. The bottom line… the Joe Verde Group provides a dealership with clear-cut solutions that boost their sales, proÞts and customer satisfaction.
• ProResponse 3058
ProResponse, Inc. CRM with proven results, represents nearly 300 dealers nationwide. Their services are geared toward total showroom control with ProScan® Touch
Screen driver’s license reader, prospect tracking (phone, ßoor and Internet), and sold customer follow-up for Þve years. ProResponse is a service company assisting dealers
each day with database management, data cleansing, data mining, and effective target marketing. They are e-mail enabled and FTC compliant, running prospects and
customers against the “Do Not Call” list daily. They provide on-site training and monthly service visits “In Your Dealership”. Their programs are also written in Spanish and
French. They seamlessly integrate with Who’s Calling, Call Source, Call Bright, Call Command, EPencil and many others.
• American Auto Exchange 5755
Founded in 2001, American Auto Exchange is revolutionizing the way dealers conduct business by Þnally assembling all the pieces necessary to running a streamlined, high
tech used car operation. Through the use of the aaXchange tools, dealers are dramatically improving the way they operate their used car departments.
American Auto Exchange works with thousands of dealerships across the United States who have chosen to utilize the American Auto Exchange Real Time Vehicle Trading
Network, the aaXchange proprietary Vehicle Management System (VMS) and a new integrated intelligent vehicle launch product with Ebay.
• Ultimate Warranty Corp. 1411
Ultimate Warranty Corp. provides leading-edge service contracts and ancillary F&I products. More than 7,000 dealers have recognized the advantages and have beneÞted
from selling Ultimate Warranty Corp. products. Ultimate’s package has proven that it can propel its client base to the front of the pack in terms of quality, proÞtability,
compliance, customer retention, and CSI. Stop by the booth, and Ultimate Warranty Corp.can show you how they are making a great thing even better in 2005. Ultimate
Warranty Corp. has some great new things to offer to its clients at no additional cost. Ultimate Warranty can truly show you how to do more with less.
• The WolÞngton Group 527
The WolÞngton Group produces high performance sales events on behalf of new car dealerships across the country, with no outsourcing or subcontractors. The Þrm maintains long
term relationships with dealerships, providing marketing territories and strategies that help The WolÞngton Group dealers outperform their markets. A WolÞngton Group produced
event brings an atmosphere of fun and excitement to the dealership, creating a great buying experience for the consumer and a positive selling experience for the dealer’s sales team.
Harry WolÞngton, President, provides his insight and experience to auto dealerships through his six sales teams. “Being a small company, we are more focused on each individual
event. Our dealers get an attention to detail from our staff paralleled by none.” It’s this philosophy that has earned The WolÞngton Group a spot in this year’s “Best of the Best”

5. NADA 2005
TOP 10 BEST OF THE BEST
S
N
A
E
L
R
O
W
E
N E
✴
Ernest N. Morial Convention Center S
BC D E F G H
N
W

6. TOP 10
BEST OF THE BEST
NADA
2005

7. TOP 10
BEST OF THE BEST
Belinda Wortherspoon, NADA
Wolfington Group Call Center Operator 2005
THE BEST KEPT SECRET IN THE
AUTOMOTIVE INDUSTRY!
ASK YOUR 20 GROUP! toll free 800.331.9361
SPRINGFIELD
Auto Mart
Pontiac-Oldsmobile-GMC-Isuzu Route 106, North SpringÞeld, Vermont 05150
(802) 886-2281 • Fax (802) 886-2505
To Whom It May Concern:
Like most dealers we were skeptical regarding utilizing an outside company in conducting a sales event involving
a mass mailer etc. If this concern was not great enough, the thought of a company bringing in their own sales and
management staff interacting directly with our customers was inconceivable.
We value our customers as friends and absolutely did not desire to compromise this relationship in any manner. There
are a plethora of companies that perform mass mailings with undocumented results.
We found our personal experience with the Wolfington Group to be extremely professional and our customers were
treated with the utmost respect. In addition to a wonderful experience, we set a new record for our bottom line.

8. TOP 10
BEST OF THE BEST
NADA
2005

9. TOP 10
BEST OF THE BEST
NADA
2005

10. I N S I D E
12 Chess Champion Provides
Vehicle That Drives Youth to Success Chula Schlesinger
13 Smile - It Increases Your ‘Face Value’ Zig Ziglar
14 How to Increase Customer and
Employee Satisfaction and Loyalty Karen Dillon
16 Where the Online Car Buyers Are
Auto Sites Explode on the Web David Kain
18 Do You Know Where Your Sales People Are Joe Verde
19 Six Keys to Selling an Additional 200 Vehicles in One Month Roy Reutter
20 What Does it Take to Succeed in Sales Michael York
22 CRM - All the Bells and Whistles David Goodison
23 Beauty is in the Eye of the Beholder Kirk Manzo
24 2005 eDealers of the Year: How They Did It Patrick Luck
28 If You Want Real Growth Start
With the Simple Fundamentals, Part 1 Scott Joseph
30 Sharpening Your Conversation Skills Brian Tracy
32 Finding and Keeping Career-Oriented Sales People Bryan Anderson
34 Four Keys to Integrity Selling Sean WolÞngton
35 Making This Your Best Year Ever Jim Adams
36 The Meet and Greet Anthony Hall
37 How Auto Dealers Can Increase ProÞts Selling
and Installing Spectrally Selective Applied Window Film Marty Watts
38 Supercharge Your Selling With Conviction and Humor Leland Glynn
39 The Turn Tony Dupaquier
40 Ebay is the Way for Franchised Dealers Who Have the Key Bruce Thompson
42 What are They Thinking
Reading Your Customers’ Body Language Patti Wood
Choose Freedom • Support Our Troops
1 Corinthians 13: 4 - 7
Love is patient and kind; love is not jealous or
boastful; it is not arrogant or rude; Love does not
756 South 1st Street, Suite 202 Louisville, Kentucky 40202 insist on its own way; it is not irritable or resentful;
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 it does not rejoice at wrong, but rejoices in the
Patrick Luck, Editor & Publisher Courtney Hill
right. Love bears all things, believes all things,
• pluck01@autosuccess.biz Sales-improvement Strategist hopes all things, endures all things.
• chill04@autosuccess.biz
Susan Goodman, Vice President
• sgoodman02@autosuccess.biz Thomas Williams, Creative Director
• twilliams03@autosuccess.biz
Success Driven Solutions
AutoSuccess Magazine is published monthly at 756 South First Street, Suite 202, Louisville, Kentucky, 40202; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or
info@autosuccess.biz. Subscription rate is $75 per year.AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return).All submitted editorials and graphics are subject to editing for grammar,content,and page length.AutoSuccess
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Postmaster: Send address changes to AutoSuccess Magazine, 756 South First Street, Suite 202, Louisville, Kentucky 40202.

12. sf special feature
ChulaSchlesinger
Chess Champion Provides
Vehicle That Drives Youth to Success
An 8-year old girl sits not drugs; to think it out, not shoot it out. and ability to move in all directions. She
alone in her dingy represents a higher vision and the pure
downtown apartment, His amazing results have been documented feminine power of creation and intuition.
looking longingly through national news media such as Fox She is the King’s closest confidant and
out her living room News, CBS, TBS, PBS, USA Today and through his ear exerts her will upon the
window. She would hundreds of local media outlets. He has board. In life, the Queen represents your
love to go out into the summer sunshine been recognized by civic and corporate connection to the higher powers of intuition
and play, but her neighborhood is too leaders and is the recipient of numerous and spiritual guidance. Her influence is felt
dangerous. Her mother, a single parent, leadership and community service awards across the board and the army trembles
forbids her to go outside alone. Because including the 2004 Martin Luther King at her powerful wrath. By developing
her mother has to work two jobs, she is not Jr. Community Service Award, 2004 TBS the intellectual and spiritual powers of
home to spend time with her or take her to Pathfinder’s Award for Education, 2004 the Queen, you become connected to the
the park. Atlanta Braves Community Service Award, universal presence that directs all activity,
and others. While these awards reflect the mastering the game at its highest level.
The child spends hour upon hour alone, appreciation of the communities that have
with no companion except for the mindless been positively affected by his ceaseless The Rook is a majestic castle on a glistening
and violent television shows continuously work, they do not, however, begin to hill, it’s banners afloat on a gentle breeze.
playing in the background. After years of address the need for financial assistance to It represents the land for which the
this hopelessness, the young girl decides she keep his programs running. King battles, giving life, sustenance and
has had enough of waiting for something to abundance to all its subjects. The Rook
happen, opens the door and walks out into Orrin begins by detailing how the game protects the King and Queen and offers
the violent and frightening inner city. On of chess is played and how it relates to a safe haven in which to heal, thrive and
her way to the city park, two blocks from life. In chess, as in life, each facet and grow. In life, every person needs a safe
her home, she is gunned down by a gang piece fits together in an intricate play of environment in which to explore his or her
member randomly shooting pedestrians in vital forces. Each plays a role, and the own abilities, talents and dreams. We long
a drive-by shooting. combined strengths work in tandem to for a comfortable, safe abode from which
ensure success. to reach out to new challenges, yet feel we
Orrin Hudson, founder and president of are protected should we make an honest
Be Someone Inc has vowed to end this The chessboard is tantamount to the stage mistake.
senseless violence in his lifetime. He has upon which our lives are played out.
spent countless hours mentoring children Each individual is given the same amount The Bishop’s strength is in his inherent
to help them overcome their feelings of of resources, strengths, weaknesses and spirituality and willingness to sacrifice
hopelessness and despair. He focuses possibilities. It is up to each of us to himself for a higher calling. He must be
on their innate talents and abilities and harmonize these into the most compelling true to his inner voice and divine direction,
demonstrates to them they can create and game our skill set can devise. We can standing firm in truth and justice to ensure
manifest their dreams. choose to be immobile, complacent or morality and ethics are protected. He is the
mount a vigorous offensive. We can even King’s conscience and spiritual advisor. In
Orrin’s students range in age from 5 to choose not to play. Make no mistake, the life, there is a tremendous void felt if we are
17. He has mentored more than 15,000 choices are ours alone, and we decide how disconnected from our divine guidance. We
students in more than 30 schools in five the game of our lives will be played out by need to feel we are on the correct path. We
states. He has taught very young children to the thoughts we entertain, the decisions we search for clues that we are pursuing our
be chess champions, even beating college make, the actions we take and the habits we highest possible goals based on our innate
chess players. His dramatic techniques and instate. skills and desires. Every person needs to
uproariously funny teaching style captivates feel he or she has worth, and is worthy of
young people and adults alike. The King is the crowned jewel of the the life he or she has chosen to pursue.
chessboard. Protecting him and advancing
Orrin launched his crime prevention his goals are the ultimate objectives of all Strength and valor combine within the
program, Be Someone Inc in 2001 after action in the game. He is the reason the Knight to make him the King’s strongest
learning about an incident in Queens, game is played. In life, you are the King. protector. He wages war on the chess board
N.Y. in which a young man shot and killed Whether you are male or female, you are and willingly sacrifices his life so that his
several people in a Wendy’s Restaurant for the orchastrator and center of your reigning liege may continue his reign. The Knight’s
a mere $2,000. As a former U.S. Air Force universe. You dictate all personal morality, special abilities and strength of character
and Alabama State Trooper veteran, Orrin objectives, aspirations and goals. Secure make him a formidable foe. In life, he
could not live with himself if he had not in the midst of your powerful advisors, represents combining strength, courage
taken action to stop this type of crime. mentors and protectors, you are free to and honor to create a powerful strategic
create, devise strategy and advance your action plan, protecting vital resources and
Using the game of chess as a metaphor army against life’s obstacles. acquiring the spoils of war. Without the
for life, Orrin teaches children the basic courage of the Knight, we might not push
principles necessary to succeed in everyday The Queen is the most powerful piece on the
living. He teaches children to push pawns, board, based on her far reaching influence continued on page 44
12 www.autosuccess.biz

13. sts ms ls fis
ZigZiglar
sales and training solution
Smile - It Increases Your ‘Face Value’
What makes you to locate the pictures of your family’s first Zig Ziglar is the chairman of the board of
smile? Earning the vacation. Memories cause smiles. Ziglar Training Systems in Dallas, TX. He
Sales Person of the can be contacted at 866.873.0026, or by
Keep smilin’. e-mail at zziglar@autosuccess.biz.
Month award? Seeing
a lot of traffic on a
rainy day? Receiving a
list of qualified leads that really are qualified?
Actually finding a buyer who doesn’t lead
with price? Or maybe it is your children?
Seeing on old friend? Holding hands with
your spouse as you walk in the mall?
$100,000 to $450,000+ $450,000.00 in 4-
Here are some reminders. These should
bring a smile to your face. Gross ProÞt in 4 Days! Days (3 with snow
and rain) 03/2004!
Record Sale for Karl
with Malone Toyota...UT
The first date with your PREFERRED DEALER SERVICES, INC. (3 sales)
spouse. “THE MOST EFFECTIVE STAFFED SALES & TRAINING EVENT IN 40 YEARS”
What you told your Set 40 Year Record
Would you be interested in delivering at Duea Motor Co.
best friend after that first 30 to 70+ units in four days at $3200 - IA...$211,000.00
date. $4500+ per retail? in 4 Days! Mike
Duea...Dealer
Your last year of high Would you like to turn aged inventory with (25 Sales)
no need to wholesale for a loss?
school.
Would you like to consistently generate
Your favorite high school proÞts exceeding $200,000 in four days? Went to #1 on our
teacher. Zone Thanks to
Would you like to increase your proÞt per Mark & Ann Proctor
Having someone laugh at retail by $300 to $500 per retail after we and PDS, Inc. T & C
your joke. leave? Ford...TN
Remembering to tell that
joke again. We have
Mark & Ann Proctor, Successfully
Nationally Recognized
Your first car. Dealers with 25+ Years concluded our 2nd
Experience...#1 CSI/QCP “Acquisition Sale”
Paying off your present car. thanks in Large to
Preferred Dealer Services Mark & Ann Proctor,
Your child’s first day at Founded on Trust They are Excellent!
Built on Integrity. They maximizes
school. proÞt on every deal
and integrated well
Your child’s last day at with our staff. Alex
college. Call today to reserve your Edwards...GM Varsity
next event, scheduling is limited! Ford Springhill, LA
800.453.8217
Yours and your spouse’s (3 Sales)
special song.
Your spouse actually please visit our website for more
remembering the name of details or to request a package.
www.AcquisitionSale.com
that song.
If you need a smile today, you may want to
find your wedding album. Or you may want
february 2005 13

14. sts ms ls fis
KarenDillon
leadership solution
How to Increase Customer and
Employee Satisfaction and Loyalty
An important area lets the customer know his or her business is 4. Many others allow online ordering and
that affects customer important after the sale and can help create links to relevant Web sites.
satisfaction and loyalty customers for life. 5. Most popular feature to consumers is the
is the satisfaction ability to request price quotes.
of the dealership Recognize that the function of the service 6. Also want ability to schedule service and
employees. advisor is really as a customer service sales appointments online.
representative. The person in this position
Do you or the service manager communicate should have good communication skills and 2. The customer should always be met
regularly with each of your employees in the enjoy dealing with people. This is far more immediately and greeted by name. Although
service department of your dealership? Have important than technical knowledge. You the phones are ringing and things are hectic,
you provided a work environment that leads have technicians to diagnose the problem the customer on the service drive should
to high levels of employee satisfaction? Your with the vehicle. The main function of have the service advisor’s total attention.
customer-facing employees in the service the service advisor should be to develop a Many studies have been completed that
department can provide excellent ideas rapport and build trust with the customer, reflect that average dollars per RO decreases
and suggestions for improved efficiency, and then note his or her requests and vehicle during the busy months. This is because the
productivity and customer satisfaction and complaints. This will develop trust, better service department is busy and the customer
loyalty. Are you asking for their feedback? customer satisfaction and loyalty, which is rushed through the write-up process, and
People like to feel involved and like to feel leads to increased sales. up-sell opportunities are missed. You must
that their opinions and input are important. emphasize consistency every day with every
Provide continuing education and training Four major complaints that customers have customer. The service advisor must take the
in proper customer communication to your regarding the service department are: necessary time to review service history and
employees. They need to feel comfortable 1. When calling to make a service up-sell needed maintenance services.
and confident with their responsibilities as appointment, they are placed on hold
it relates to customer contact. Impress upon for an extended period. 3. The customer should be contacted
each and every employee the importance 2. Delay in being waited on when for approval of any needed repairs or
of addressing the customer by name and bringing vehicle in for service. maintenance not included on the original
thanking him or her for their business. 3. Not being notified of repairs made to repair order, but discovered during servicing
vehicle or when vehicle is completed. the vehicle. When the customer drops off
Happy employees will produce happy 4. Not meeting the time deadline the car, if you are confident the work will be
customers. In the reverse, an employee who promised. completed by a certain time, let him or her
is not happy in his or her job can have a very know to pick up the vehicle at that time. If
negative effect on customer satisfaction and To address the complaints above: something unforeseen occurs, be certain to
loyalty at your dealership. 1. Providing your customers the ability notify the customer.
to make a confirmed service appointment
We’ve all experienced well-run five star online will reduce inbound telephone calls 4. If you follow the recommendation in No.
hotels or restaurants that make one feel and provide an easy and convenient way 3, you won’t have this issue.
special on every visit. Provide the same for them to make an appointment at your
experience for each of your customers dealership – no more waiting on hold. Take a survey of your service department
who visit your service department, and not A recent NADA survey emphasizes that customers. Open the survey with your stated
only will customer satisfaction and loyalty customers are looking for this functionality: mission. For example, “Our mission is to
increase, but you will also see an increase give our customers perfect service through
in parts and accessory sales, as well as NADA Survey: 94 percent of New Car uncompromising commitment to continuous
new and used vehicle sales. Although Dealers Use Internet improvement.”
every department in the dealership may (Sourced: Auto Remarketing, Dec. 17, 2004)
be operated as a separate profit center, we Improving any process requires change,
need to understand they are tied together. If Situation and change is difficult to implement.
a customer has a negative experience in the 1. NADA says Internet use by new vehicle People don’t resist change - they resist
sales department, it has a definite effect on dealers is at 94 percent this year. being changed. When you have included
parts and service and vice versa. The cost 2. Survey was conducted by group’s Industry your personnel in the process from the
of acquiring a new customer is far greater Analysis Division. beginning and communicated what you
than the cost of maintaining an existing one. 3. Of dealers not using Internet, 37 percent are trying to accomplish, you will find
Customers can be satisfied and not loyal, but plan online presence in the next 6 months. them much more willing to do their part to
they won’t be loyal and not satisfied assist the dealership in achieving your goals
SigniÞcant for outstanding customer satisfaction and
How many of your sales people check 1. Ninety-four percent of dealers have Web loyalty in the service department.
the daily service log to see if any of their sites, up from 93 percent previous year.
customers are coming in for service, so they 2. Of all the sites, 98 percent are interactive. Karen Dillon is the president of
can greet them? This is an excellent time to 3. Most sites allow shoppers to view TimeHighway.com. She can be contacted
follow up with the customer to be sure all is inventory and MSRP; also fill out finance at 800.901.3170, or by e-mail at
well and ask for referrals. This practice also forms. kdillon@autosuccess.biz.
14 www.autosuccess.biz

15. Service Manager Uncovers $10,500
of Hidden Net Profit per Month...
(details on Þle)
With the help of KEEPS, we increased our net proÞt
after attending the
Finding & Keeping Hidden
by $104,287 in one year. We did this with the same
number of techs and less customer pay RO’s than
the previous year.
Sam Lilly, Fixed Operations Director
Royal Chevrolet, Lynchburg, VA
Net ProÞts in Your Service
Prior to KEEPS, we barely made $100,000 net Department WORKSHOP
proÞt combined with 6 Service Departments. Using
the structured processes and highly motivational
pay plans of the KEEPS system our combined Discover powerful new tools for getting
net proÞt should be over $1,000,000 for 2004. Our
customer retention and repeat business has never
been better.
your Service Department to the next level.
Rusty Holcomb, Service Director
A small sample of what you will learn:
Page Auto Group, Richmond, VA
! Eight speciÞc techniques to increase your
I have spent 10+ years working with Þxed operations customer pay effective labor rate by $4.50
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16. sts ms ls fis
DavidKain
marketing solution
Where the Online Car Buyers Are
Auto Sites Explode on the Web
As the Internet dedicated staff, including statisticians do, lesser known automotive sites attract
landscape continues and consumer marketing experts, who auto consumers who are seriously into
to mature, Internet study online consumer behavior, mining cars - the real auto enthusiast sites. These
sites that attract auto and analyzing the data to see what makes are Porsche lovers, VW lovers, pickup
consumers have Internet consumers stick around, shop, truck lovers, etc., for whom the OEM and
exploded in number. buy and interact. The expertise that these general-interest sites are just not enough.
It’s very similar to what has happened with companies have in attracting online They want information from a site that is
TV. Where before we had the three main consumers is really unsurpassed. Your lead strictly tailored to their discriminating taste.
networks ABC, NBC and CBS; the advent aggregator should have relationships with These consumers represent sophisticated
of cable has created hundreds of specialty the best of them. That way, your dealership auto consumers who can be a dealer’s ideal
channels that attract specific segments of benefits from their marketing expertise, and customer because they’re brand loyal and
consumers. Think, the Food Network, the you let them do the consumer marketing for they know what they want.
Outdoor Living Network, MTV, E! the list you, while you concentrate on what you do
goes on. best - selling cars. Pure Play Automotive Buying Advice
Sites
What this means for auto consumers is that Pure Play Automotive Sites Sprung Car BuyingTips, New Car Insider,
they have a wide array of sources from which from Traditional Media ConsumerGuide, NexTag, etc.
to get information on buying a new vehicle. Edmunds, Kelly Blue Book, Auto Trader,
What it means for dealers is that there are Road and Track, Automobile Magazine, Other sites that attract online consumers
destinations on the Web to lure virtually Motor Trend, etc. are natural meccas for auto buyers. Some
every kind of automotive consumer. This consumers feel they get the most unbiased
is where the Internet lead aggregators come One of the most exciting online automotive information at these kinds of sites. Buying
in - they make it easy for dealers to capture categories that we’ve seen develop over the advice Web sites are a great source for
not just some, but the majority of car buying past couple years has sprung from offline customers because they attract ready-to-buy
interest on the Web. The key strategy here brands that create a strong, dramatic online prospects.
is to connect with every potential customer. presence. By doing so, these traditionally
Industry statistics show time and time again offline publications now offer their loyal Traditional Media Goes Online with
that serious car buyers can be found at any readers something even more interesting Auto Categories
number of the hundreds of sites on the Web and interactive on the Net. They include all CBS, NBC, The New York Times, Wall
that offer good automotive content and the famous brands that you remember from Street Journal, Chicago Tribune.
compelling offers. your childhood like when you picked up the
latest Auto Trader at your local 7-11. As they Traditional newspaper and broadcast
While almost every dealership today has did when they were print publications, the companies have also gotten in on the
its own Web site to tap into the marketing online versions of these publications attract action, launching strong online presences
efficiencies offered by the Internet, it’s serious car lovers. Automotive enthusiast that have automotive sections. The fact
critical that dealers see their sites in the grand magazines, like Motor Trend, have seen a that they all have automotive categories
scheme of the online automotive universe. very large increase in their online traffic demonstrates the popularity of this vertical
All of these sites, with great content and because they’ve done such a great job of among consumers.
compelling offers, are competing for car giving their loyal readers a reason to get
buyers’ interest. Why not ensure that your even more of their quality content online. Never before have consumers had so many
dealership is represented at as many as choices from which to get information on
possible? Pure Play Automotive Born on the Web their next vehicle purchase, which creates
Cars.com, Automobiles.com, InvoiceDealers, an unprecedented need for dealers to make
The following categories comprise the AutoVantage, etc. sure they are partnering with a major lead
third-party automotive site universe, and all aggregator. Just relying on your dealership’s
attract your potential buyers. Other automotive sites developed their Web site to bring you your future customers
brands and loyal audience strictly on the is short-term thinking. While you do this,
Portals and Search Engines Web. First to market, they built a strong your competitors might be taking the
America Online, AOL Autos; Yahoo, online following by providing good content prospects from not only your own back
Yahoo Autos; Microsoft Network, MSN and offers. They’re known for attracting a yard, but everyone else’s, too.
Autos; Google; Alta Vista; Excite; eBay, strong following of progressive, Internet-
eBay Motors; and more. savvy auto consumers.
The most popular Internet sites, those that Pure Play Automotive Enthusiast Sites
have become household words, are the VW Vortex, Chevy.net, PickupTruck.com, David Kain is the automotive Internet
experts in online consumer marketing. etc. training specialist at Kain Automotive Inc.
These are the big portals and search engines, He can be contacted at 800.385.0095, or
many of which were born of and survived Even though they may not have top-of-mind by e-mail at dkain@autosuccess.biz, or
the Internet bubble. These companies have awareness that some of the bigger sites visit www.kainautomotive.com.
16 www.autosuccess.biz

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18. sts ms ls fis
JoeVerde
sales and training solution
Do You Know Where Your Sales People Are
No, not physically Prove It All - Evidence Manuals are a • Time Management. You don’t manage
– that’s easy, they’re critical step of selling and are used to time or sales. You manage the activities
in the huddle talking prove what the sales person has been that use up your time and you manage
about how slow it is, telling the customer. your sales person’s activities to
complaining because generate sales.
Tip #1: You can’t talk price and follow
you don’t advertise
the basics. Learn how to by-pass price.
more or figuring out who’ll go get lunch. 2. WORK HABITS
No, I mean “Where they are regarding the Tip #2: 100 percent + 100 percent = A
skills, work habits and attitudes they need Sale. To sell more, sales people have to • Go To Work To Work. Every employee
to help you grow?” follow 100 percent of the steps with 100 in your dealership is required to work
There are four areas that will increase your percent of the prospects. their full shift except sales people. Each
sales production this year. Read through • Closing and Objection Handling. They minute of their day should be spent doing
these and decide which sales people need have to ask for the order effectively and something to sell a vehicle, either with a
improvement in each area. handle each of the seven objections they’ll customer on the lot or on the phone. Yet
get when they try to close the sale. instead of managing their activities, most
1. THEIR SKILLS
managers just watch sales people waste
• Communication. They have to be Closing takes guts, persistence, no fear of their day and mumble “you just can’t find
able to talk, listen, read and use body rejection, and a dozen+ closing questions good sales people these days.”
language effectively. Any inability to in their skill box.
communicate effectively should be a Fact 1: Closing isn’t about price and 3. ATTITUDES
deal breaker in hiring. “If I could, would you” is costing you
• Verbal Skills / Listening. Socrates sales daily. Success Attitude / Work Attitude. In
gave us the secret to success in sales: every book on selling or success, you’ll
Fact 2: Eighty percent of all sales are
“if you want the right answer, just ask find a chapter on attitude. It isn’t at the end
made after their fifth attempt to close the
the right question”. Covey also reminds of the book – it’s always the first chapter
sale, but most sales people only know
us in sales that you should “seek first because “Attitude Is Everything”.
one close and only ask one time.
to understand, then to be understood.”
(Investigate then Present.) • Follow Up and Prospecting. Until 4. CHOICE OF CUSTOMERS
sales people learn how to follow up,
• Presentation. The “Basics” not only Your short term and long term success
have to be followed, each step has set up an effective process and follow
up 100 percent of their sold and unsold depends on you and your sales people
specific requirements: building a loyal customer base. Buying
prospects, your dealership can’t grow.
Good First Impression - Requires proper sales (ups) costs a ton and produces a
dress, appearance, attitude and a proper Prospecting takes guts, persistence, tough to close price shopper who gives
and timely approach. time management, no fear, phone skills, you lower than average gross profit
questioning skills and the determination and CSI scores, and who will buy their
Effective Greeting – To move the sale to be consistent every day.
forward requires they eliminate “How next vehicle from whichever dealer has
can I help you?” and substitute “Welcome Follow up requires all the above, plus the best deal then, too. Build a loyal
to ___ Motors, I’m __ and you’re __?” organizational and writing skills. customer base and grow every year.
Rapport - Finding common ground is • Telephones. 90 percent of your
dealership’s success depends on telephone These four areas control your success.
critical because 71 percent buy because
skills. Without those skills, you can’t There’s obviously lots more to cover in
they like their sales person.
prospect, follow up unsold prospects or each area, so talk about every point in
Investigation - Means knowing how to your next management meeting because
ask the right questions to find buying build your business.
you can’t afford to be Market Driven any
needs and hot buttons. (Investigation is Good phone skills require good longer. It’s time for management to take
not about price.) communication skills, the ability to get control of your dealership and drive it to
Presentation and Demonstration (two control with questions, staying off price, more growth in 2005! Don’t just “hope”
different steps) - Both require product getting numbers, names and making – train and manage – and have your best
knowledge, questioning skills, selling appointments that stick. year ever!
skills and the ability to translate each • Negotiation. Running back and forth
feature into advantages and benefits to from the desk to the customer dropping
each customer. price or splitting things isn’t negotiating.
Service Presentation - Requires a good Negotiating, like selling, closing and Joe Verde is the president of the Joe
Verde Group. He can be contacted
working relationship between sales handling phones, is a skill that doesn’t at 866.429.6689, or by e-mail at
and service so they can sell service come with their business cards – it has to jverde@autosuccess.biz, or visit
after the sale. be taught and developed. www.joeverde.com.
18 successful solutions at www.autosuccess.biz

19. sts ms ls fis
RoyReutter
marketing solution
Six Keys to Selling an
Additional 200 Vehicles in One Month
At the Sheehy Auto that help drive traffic through bulk e-mail turning leads into appointments that show.
Stores, we sell about marketing. At Sheehy, we’ve been able to track that
26,000 cars per year if we can set the appointment, our closing
across 12 dealerships 2. Marketing Strategy: ratio is 60 percent. Knowing this, we do
with 18 franchises and Traffic to our Web site has exploded with the everything we can to fine tune our process
1,000 employees. use of advanced search engine placement so that rather than hit the delete key upon
and bulk e-mail marketing. We’re able to receiving one of our e-mails, customers
Just two years ago, an organization this size send thousands of e-mail campaigns that move one step closer to coming in. We also
was only getting 904 Internet leads and only generate measurable traffic with just a few know that the phones are the key to selling
selling 103 vehicles across all 12 stores. If clicks and at no additional cost. Our system appointments. Use technology to automate
70 percent of the car buyers use the Internet enables us to eliminate the poor performing as much of the process as possible. Build
to research and shop for a car, we were lead providers and only keep those with value in the dealership, the people and the
missing that opportunity, and we knew it. At a high closing ratio like AutoTrader and product, and you won’t have to sell price.
that time we were involved in the Internet, Dealix. With 12 different dealerships in our
but we weren’t dedicated. group, we get the most bang for the buck 5. Pricing:
by advertising just www.sheehy.com as Customers in the Washington, D.C., market
In April of 2003, our Internet leads shot up opposed to 12 different URLs. As a result of have computers that are equipped with a
to 2,567 and we sold 279 vehicles. Since our Internet marketing strategy, our cost per delete key, and they’re not afraid to use it
then, we’ve been averaging 2,500 leads sale has dropped to $197. if you don’t answer the question they asked.
per month and 254 Internet sales per month When they hit the Request a Quote button
with a high of 298 and a goal of 300 sales 3. People: at our Web site they expect to get a quote,
on average. Eight of our 12 stores use an Internet not make a new friend. Knowing this, we
department and the other four use a BDC respond to all Internet leads with a detailed
I share this with you not to impress you, model, but what sets the super performers personal response that includes price and
but to impress upon you that with the right apart from the rest is not the business model, payment information on the vehicle they’re
technology, the right marketing strategy, the it’s the people. Recruit, hire and train the interested in, as well as three to four others
right people, process and pricing you sell a right people to staff your department and that are less expensive. We also post MSRP
lot of cars on the Internet. I’ve summarized you can overcome a multitude of other and Internet price online because that’s what
Sheehy’s six keys to using the Internet to obstacles. We look for rookies with no prior customers are looking for.
sell cars and encourage you to visit our Web sales experience but with great phone and
site at www.sheehy.com to learn more. follow-up skills and we commit to a training 6. Measure/Manage:
program that will get them comfortable with Track everything. We always monitor
1. Technology: our process, our scripts, our templates and the number of leads by source, response
Research your options and measure your tools. rate and time, number of appointments,
results. Our system includes a high-end appointment percent, show percent, closing
custom Web site, a prospecting and CRM 4. Process: percent, cost per lead, response time and
tool that automates much of the e-mail It’s crucial to document your process for cost per sale. This information helps us
activity and a suite of multi-media e-mails handling leads and to map out every step for determine what’s working, what’s not and
when it’s time to make an adjustment. One
of the best parts about the Internet is that
Would You Be Interested in a Program That
everything is measurable.
Pays for Itself Hundreds of Times Over? If you’re interested in knowing more about
any of the six keys to using the Internet to
Would you like a cost effective way to increase your referrals? sell extra cars, send me an e-mail.
Want to dramatically increase service visits you lose to
Lube, Mufßer and Tire shops?
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Roy Reutter is the eBusiness director at
Sheehy Auto Stores. He can be contacted
at 800.350.9775, or by emial at
rreutter@autosuccess.biz.
february 2005 19

20. sts ms ls fis
MichaelYork
sales and training solution
What Does it Take to Succeed in Sales
Ever feel like you’re things up? Which manager is left to rattle willing to pay almost anything for the right
overpaid as a sales the cages and become the bad cop in the value proposition.
person? Not likely. play we’ve all seen before? Carrot or stick?
But let me offer a Motivational speakers or sales trainers? Stale, tired, boring, blah, blah, blah … makes
reason for asking that Contests or penalties? What’s the motivation? the buyer look harder at the price. Excellent
question. The desire to excel! To become! Becoming is service and “make-my-life-easier” solutions
a process, which means it doesn’t happen tower over whatever number I have to pay to
Sales is autonomy and independence. It in a day or a week or a year. And it doesn’t get it. And once I’ve found it, I’ll pay more
is a tremendous opportunity and constant happen just because you made a sale today not to lose it. The problem is that’s not how
scrutiny. It is not a profession for the faint of - or didn’t. most sales people (the 80 percent) look at it.
heart, or thin of skin. As a director of sales,
I once had an owner who told me over and The selling entrepreneur has a different Never conspire with the buyer to lower your
“
over, “Michael, in selling, you get a report way of looking at the world - or should. If fee.
card every week.” that’s you, then you cannot be subject to the
indifference of most attitudes found in the
I saw a list recently of the 10 most overpaid
jobs in today’s marketplace, because as one
marketplace today. You must be “on” when
the curtain goes up on this day of selling Status Quo is the
of the writers stated, “some things are just too performances. Think like an actor. Playing
greatest enemy
”
important to allow them to be screwed up.” the role of a selling professional will have to
Like airplane pilots and … underperforming
sales people, which is somewhere around 80
do until you can actually become one. Based
on your recent performance would anyone of excelling in
percent of them (see 80/20 rule). Sales people
are everywhere, but true selling professionals
believe that you’re a selling professional? Or
just a bad actor miscast in this role? sales!
are still a minority. Ever hear the one about
sales being a numbers game? Sales is an Most training is delivered to individuals who
indicators game. Indicators are numbers don’t think they need it … and the best sales When you conspire with the buyer to lower
that offer evidence toward any conclusion. presentations are made to those who don’t the price, two things are lost: Value and
And the only verdict, ladies and gentlemen want to see them (or thought they didn’t). revenue. We can always negotiate less value
of today’s economic jury, is that most sales that costs less, but if there is obvious value,
people are under-performers. Selling is simple: Move up or get out. What the price becomes secondary.
battle have you won lately? The selling show
Underperforming sales people are too busy of many sales people today is not much Remember the last time you were in a fine
to read, too busy to write hand-written notes, different than delivery drivers or take-out restaurant and looked at the lobster? How
too busy to improve their performance, too restaurants. “What can I get for you today?” much? Market price. You don’t buy lobster at
busy to strive for top performance among is not a professional selling question. drive-thru windows.
their peers, and too busy to get power
letters from customers who are amazed by Stars, even selling stars, are created More facts:
their show … or just too boring to amaze through their own unique presentation or If price becomes the star of the show,
customers at all. performance that gives us a pleasurable the perception of value is lacking or not
buying experience. very impressive by the sales man or by
While sales can be one of the highest the prospective buyer. What’s your value
paying professions, it is also one of the most How does your doctor sell? “You’ll be glad proposition? Or will you just take orders and
overpaid to those who settle into the status to know that we’re running a half-off special justify the price?
quo of perpetual underperformance. on all abdominal procedures this month.”
Selling is not telling-selling as a professional
The key element that separates the top 20 At that show, the concern is not the price! It’s is excelling and becoming known as an
percent of all sales people (the 20 percent bigger than price. The value is greater than excellent professional at what you do.
who sell 80 percent of all that is sold) from the price.
the rest is their personal motivation to excel. That’s doing the things that are easy and the
And so it is with a majority of, but not all, things that you know you should do, without
Status Quo is the greatest enemy of excelling selling or buying experiences. being told to do them.
in sales! Thinking that the marketplace or the
month of the year is the problem. Thinking Consumer Fact: Passion Before Price If you’re not excelling, or in the process of
we’re doing better than we really are. Thinking If someone is passionate about gardening excelling, then you are failing at sales.
that you are doing better than you really are he or she might spend $1,000 on a Japanese
… that things are OK, or improving, or not as maple tree ... but he or she still wants the Michael York is an author and professional
bad as they could be. And with thinking like cheapest mulch. Because no one is passionate speaker. He can be contacted at
that, they soon will be. about mulch, price becomes a factor. 800.668.5015, or by e-mail at
myork@autosuccess.biz, or visit
Whose job does it then become to shake This marketplace owes you nothing but is www.MichaelYork.com.
20 www.autosuccess.biz

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22. sts ms ls fis
DavidGoodison
sales and training solution
The “M” in CRM Should
Stand for Marketing
The term CRM entry and editing customer records
found its way to the they spend 40 percent of their time on
automobile industry the computer. Their job is to sell, sell,
in 1998. Before then sell. The process must be easy or it will
it was simply known never get used. Too often dealers spend
as follow-up. Now enormous amounts of time and money
CRM can mean anything from telephone purchasing and implementing high
surveys to complicated software to E-CRM tech or powerful systems that end up
to cookies. getting as much use as that home gym
they purchased last year that is now
When considering a CRM solution you gathering dust and being used to hang
should ask yourself, “What are my goals?” laundry.
The usual answer is increase sales and CSI.
Here are some of the challenges dealers • The biggest reason CRM initiatives
have experienced and how you can avoid succeed is buy-in. Without strong
them, increasing your chances for success. ownership and management support
you will never achieve your goals.
• Find a complete CRM solution, a Consider having a vendor make a
solution that fits the culture of your presentation to your management
store. What works at one dealership team. Don’t overlook your sales force.
might not mesh at another. Is the If your managers want it, bring your
system flexible and can it be tailored to sales force in on the decision. Some
your dealership’s needs, management systems are seen as nothing more than
style and overall plan? Make sure your Big Brother. If they perceive their
choice covers phone ups, floor traffic, mandatory compliance as nothing more
Internet hits and Sold/Lease Customer than make work, they will find ways
Follow-Up (CSI and Long Term) and around it. They have to see that there
Service. Will the system seamlessly is something in it for them. WIIFM
integrate with lead generators and still applies. Do they see how will it
telephony service providers? Is it e- increase their incomes? You need their
mail enabled? Does it provide FTC enthusiastic acceptance or you’ll be
Do Not Call alerts? Will it save you policing it every day. When you get
time? Ninety percent of the capabilities the vote from your managers and sales
with CRM systems never get used. Ask force then it will be their decision and
yourself: Do we already have some their system. They’ll participate.
of these capabilities with our DMS?
If so, why haven’t they been utilized? • The “M” in CRM should stand for
The answer is usually people. Who is “marketing.” Manage our customers?
going to do all the work? Will you need We want to market to them. We
a dedicated employee and ongoing want to sell them, their friends and
training? A good CRM provider won’t relatives: parts, service and their next
be labor-intensive. car. How quickly can you access your
customer info and, more importantly,
• Check their references. Call the how fast can you get your message
dealer, a manager, and even some sales to the customer? If you are not into
reps to get all their feedback. How database marketing then you are going
long have they been using it, and have to lose customers, and by the time you
they seen results? How is the vendor’s find them they will be in some other
customer service? dealer’s car. When the month is over it
is all about the numbers.
• Remember on whom we are
depending to use the system or service.
David Goodison is the president and CEO
Car guys, not computer geeks. Studies of ProResponse. He can be contacted at
have shown that when sales people 866.596.6889, or by e-mail at
are tasked with such things as data dgoodison@autosuccess.biz.
22 www.autosuccess.biz