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/

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America is the Land of Opportunity
An Interview With Russ Darrow
Three Powerful Words
to Sell More Effectively
How to Get More
Customers to Buy From You
June 2004 Values, Advantages & BeneÞts
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2. Everett Chevrolet and Dealix Corporation
Customer Service is the
Dealix
Name of the Game
he auto industry is notorious
for being slower than
most when it comes to
change. One example is
that automotive spends more on
advertising than any other industry,
but comes in 17th when it comes
to investing in connecting with
consumers on the Internet. With
this reputation, you might think a car
dealer who has been in the business
for 28 years, of all people, would also
be reluctant to make changes to the
way things are, especially if things
are going pretty well. This is far from
the case with Dav’ahnn (pronounced
“Dah-von”- his Mom is French and his Dav’ahann Cartas (sitting), Evertt Chevrolet’s Internet Director and Tim Fuller (standing)
Dad Greek) Cartas, Internet Director working to Þne-tune their Internet sales process.
for John Reggans’ Everett Chevrolet
in Everett, Washington. What Cartas
embodies is the perfect blend of the and the drive to do things better. First wanted to build a first-class Internet
neo auto dealer: he has a zest for a salesman, and then a sales manager, department at Everett. Cartas said he
new ways of connecting with auto Cartas worked his way up, and after made the move to Everett strictly for
consumers and selling cars, combined being in the business for 23 years, he its excellent reputation.
with an unwavering belief in good realized the Internet was the place to
An Internet department of a sorts
already existed at Everett, but it was
Customer service is the name of the “limited in structure and success,”
game and when I worked for a dealership, explains Cartas. With the full support
and backing of Fuller, who Cartas
I knew Dealix was doing it right. credits with having the foresight to
create and develop Everett’s Internet
program, Cartas turned the Internet
old fashioned customer service. This be. “I had to do it because no one else program into a goldmine for the
combination has enabled Everett to was doing it,” he admits “Honestly, I dealership. In their best month, they
scale great heights and be a leader in think people were a little scared. It sold over 60 cars via the Internet, but
the online automotive channel. was risky.” Eventually, Cartas was have set a goal to sell 100. The key to
recruited to Everett Chevrolet. Tim Everett’s success is the team, Cartas
Cartas’ expertise in the Internet Fuller, Everett’s GSM, had a similar says, but he admits, “The Internet
channel was born of a natural curiosity insight with Cartas – he knew he is deep and tenacious work. The

3. ADVERTISEMENT
average ISM lasts in his or her job for to Jeff Ezeir, Dealix’s Regional Sales consumer responses back to dealers
Dealix
only seven months. And in the Pacific Manager and point person. “Jeff is in able to help them increase close
Northwest, I’d say it’s more like two like a consultant for us,” says Cartas. rates. “Dana sent me an email
months. It takes dedication, a positive “He is a very important source for the once,” recalls Cartas, “when we
attitude, and teamwork to succeed.” latest industry news and information. got a complaint from an Internet
He’s got his finger on the pulse of customer. Dana was right on it, and
With the help of Fuller, Cartas what is happening in the Internet she sent me an email saying, ‘Mr.
Cartas, this kind of complaint can be
deadly for a dealership’s reputation.
I have already followed up with this
customer on your behalf, but you
need to call him right away.’ I was
so impressed, I thought - this lady is
really on the ball!”
Both Dealix’s Ezeir and Cummings
are auto industry veterans. Ezeir
is an expert in the Internet leads
space, having been in the business
for as long as consumers have been
going to the Web to research cars.
Cummings has extensive experience
working in dealerships, starting out
as a sales person over 20 years ago,
and eventually moving to customer
Jeff Ezeir is a Senior Regional Sales Manager for Dealix Corporation service because she enjoyed that
more than selling. Cummings joined
the Dealix team because “customer
service is the name of the game and
recruited another Internet manager automotive channel, and I rely on him
when I worked for a dealership, I
and also trained four more floor for that.”
knew Dealix was doing it right.”
sales people to specialize on Internet
customers. He also provides special “What’s most important,” continues
There’s one big word in this business,”
Internet pricing, information on Cartas, “is that Jeff is not a stranger.
says Cartas, “and that’s ‘follow-up.’
vehicles, and selected lead providers. We’re in continuous contact. He
Follow-up means you develop a
exercises service and response,
relationship with the customer. And
For a dealership with very specific and that’s what I like. Because, it’s
the key factor with the Internet is
standards for how it treats and caters minutes in this game; not hours, and
honesty. The Internet had created an
to its Internet customers, Everett was Jeff understands that.”
environment where you must provide
had equally lofty standards when it
integrity and information for the
came to choosing its lead providers. Dealix Account Manager, Dana customer. Everett Chevrolet knows
For its new car leads, their provider of Cummings, is also available to this, and so does Dealix.”
choice was Dealix Corporation. provide support and service to
Everett when they need it. Regularly
“We believe the key to superior surveying consumers who submit
service is to give good information leads through Dealix’s auto portal, Dealix Corporation is located in
and you’ll get good information InvoiceDealers.com or one of its Redwood City, California. For more
back,” says Cartas. “This is why I like many partner sites, the lead provider information, contact: Rao Wu, Dealix
working with Jeff,” he says, referring is able to communicate specific Sales Director, at (866) 253 – 5064.

4. manager
I N S I D E
driventeam operation
uccessrevenue automobil
solutions
8 Three Powerful Words to Sell More Effectively Brian Tracy
9
profitprofessional
More Customers Will Buy From You Steve Hiatt
10 How to Hone Your Writing Skills for Sales Success Dawn Josephson
sales
12 Values, Advantages, & BeneÞts Zig Ziglar
13 Strategies for a Successful Meet and Greet Lydia Ramsey
14 I Want to Think it Over... Jim Adams
16 America is the Land of Opportunity
An Interview With Russ Darrow Patrick Luck
20 10 Tips for Recruiting Sales Poeple Successfully Mark Tewart
22 Walk Around Presentation Terry L. Isaac
24 10 Tips to Prevent the Afternoon Slump Jerry Teplitz
26 Website Tips to Boost Sales Dennis McDonough
27 Ragsdalecars.com Tom Gravel
Proverbs 3: 5,6 Patrick Luck, Editor & Publisher
• pat@autosuccess.biz
Trust in the Lord with all your
heart, Susan Goodman, Vice President
and do not rely on your own insight.
756 South 1st Street, Suite 202
• susan@autosuccess.biz
inventory
In all your ways acknowledge him, Louisville, Kentucky 40202 Thomas Williams, Creative Director
• thomas@autosuccess.biz
and he will make straight your
paths. Toll Free: 877.818.6620
Courtney Hill, Advertising Services
Facsimile: 502.588.3170 • courtney@autosuccess.biz
Web: autosuccess.biz
God Bless America Success Driven Solutions
Kelley Humkey, Advertising Services
• kelley@autosuccess.biz
dealer
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 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. 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, 756 South First Street, Suite 202, Louisville, Kentucky 40202.

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8. sts ms ls fis lr
BrianTracy
sales and training solution
Three Powerful Words
to Sell More Effectively
There are three The first is the word feel. For example, a new vehicle?” or “How do you feel about
powerful words that “How do you feel about that?” is a very leasing?”
you can use as you easy question to answer. It is almost
proceed through the impossible not to express a feeling when The second and even more significant word
sales conversation in asked for one. A few other questions to gain is think. When you ask, “Do you think this
order to have the most an emotion response from your prospect would be better than what you’re currently
successful results. are, “How do you feel about shopping for driving?” you are asking the person to take
a much more definite stand. People are
sometimes a bit more hesitant to answer a
“think” question but they are much firmer
DEALERS MUST BE
in defending their position once they have.
“Carefully
ON TELEVISION! phrased questions
are powerful tools
in every part of
See why over 100 dealers nationwide have the sales process.”
INCREASED SALES MORE THAN 30% IN
LESS THAN 90 DAYS WITH TELEVISION! The third expression is in your opinion. The
word feel is soft, the word think is harder,
and the words in your opinion are the most
We produce nearly 4,000 commercials definite and specific of all. When you ask,
a year from our studios. We give you “In your opinion, is this the best choice of
vehicle for what you want?” you are asking
unlimited, high quality television campaigns the prospect to take a definite stand.
and promotions FREE. With computerized
media buying technology, we buy television as Once a person has stated their opinion on a
subject, they are locked into it. They almost
much as 30%-40% more effectively than any
always will defend and justify their decision
media buyer in the nation and give you rather than change it. Carefully phrased
UNLIMITED TV CAMPAIGNS questions are powerful tools in every part
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AND PROMOTIONS! have and the better you use them, the more
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Use feel during the early part of your
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“America’s Premier Automotive Advertising Agency” answer or you are moving to close the sale.
1-800-821-5068 Brian Tracy is the Chairman & CEO of
Brian Tracy International. He can be
contacted at 866.300.9881, or by email at
btracy@autosuccess.biz.
8 subscribe today at www.autosuccess.biz

9. sts ms ls fis lr
SteveHiatt
sales and training solution
How to Get More
Customers to Buy From You
Walk arounds - the the features of the car to have a versatile
point where the buyer presentation. Be ready to make the engine
does the mental part a performance engine, an economy engine
of buying before or a dependability feature so that you can
considering the tailor your presentation to your customer.
financial aspects of The paint can be both appearance related,
his/her purchase. Almost every manager and dependability related, or environmentally
sales person has heard phrases like: Explode related. The key is your knowledge and
the car! Get them involved! Build value. But preparedness.
the question is how?
Customer involvement: you are their cure
Prepare: The best way to build value in the
Walk arounds are where customers do about presentation is to question and confirm
80% of the buying. The interesting thing is the value of features you highlight with
that each customer is really keyed into about your customers. This includes using yes
20% of the features: the ones important to questions such as, “Isn’t it great that the
them. Prepare investigative questions in doors have child safety locks to protect your
order to discover what is most important to family?” and “Now that you’ve sat in the
the customer. Asking questions is the best driver’s seat, the lumbar is perfect for your
way to learn how to base your presentation: back, isn’t it?”
What do you drive now? The other part of involvement is making a
What do you enjoy about it? feature, advantage, and benefit presentation.
What might you like to change about what If you only show your customer the
you are driving? vehicle’s features, you will only make the
What else would you alter? car seem more expensive. However, when
you show them the advantage of that feature
Did you want something basic or loaded and how it benefits the customer, then you
with options? have effectively minimized the price and
Are you looking for a manual or automatic? maximized the value of the automobile.
Are you interested in a new or used
vehicle? This would be illustrated by: These kids and
• Showing a feature millions more
Set the stage: • Dramatizing the advantage Mary Tyler Moore
International Chairman have Juvenile
Once you have asked enough questions • Gaining customer agreement in the
to confidently select a vehicle based on benefit. Diabetes, a disease that
the needs and wants of your customer, it’s threatens their lives every day.
time to set the stage. I suggest a friendly “Sue, this vehicle is equipped with anti-lock None of them can outgrow it.
statement like, “You know, based on what brakes. The advantage is that these brakes
you’ve told me, I think I have the perfect will not lock up during emergency braking But we’re closer than ever to
vehicle for you. Let’s go get it.” Go get the conditions giving you the ability to brake a cure. Please, help us make
vehicle. You want to separate the vehicle and steer, so that you have a better chance life-saving research possible.
from all the others, so that you and your of avoiding an accident and staying out of
customer are without distraction. Ignore harm’s way. Doesn’t that make you feel Call 1.800.533.CURE or visit
loud-speaker pages, turn off cell phones and safer? www.jdrf.org.
focus on your customer.
When this process is understood, prepared
Show it: and practiced by you, more customers will
Practice your walk around. My staff starts at buy from you. The key is to prepare and
the hood of the vehicle and works counter- have your customers’ best interests in mind.
clockwise, so that the customer winds up on
the passenger side last, in order to step into
the automobile and be shown the interior Steve Hiatt is the Owner of Five Star
features. Mitsubishi. He can be contacted
at 866.265.5616, or by email at
It is best to have familiarized yourself with shiatt@autosuccess.biz.
june 2004 9

10. sts ms ls fis lr
DawnJosephson
marketing solution
How to Hone Your
Writing Skills for Sales Success
Write with the when you read a document out loud, you’re 3. Start from the end.
same expertise the activating your sense of hearing; your The more you read something, the more
professionals do in brain will concentrate on each individual your brain begins to memorize it. If you read
order to hold a reader’s word rather than a visual cluster. Now you a document over and over, you eventually
attention. not only see missing commas, incorrect get to the point where your brain knows
words, or subject-verb disagreements, but what’s coming next, so your eyes go into
Good writing skills are just as important to you can also hear when something sounds scan mode. While you think you’re really
success as is the ability to locate prospects out of place. This way you can catch more reading the document closely, your brain is
and close deals. Without good writing skills, errors and produce a written document that only picking up key words and drawing on
emails, prospecting letters, thank you notes, engages your reader. memory to fill in the blanks. So even though
and even ad copy may very well undermine your 50th read-through confirms that your
the professional image you work so hard to document is error-free, your reader (who has
achieve. 2. Rely on yourself, not your spell-check. never seen the document before) will quickly
While spell check can locate and correct spot errors you have scanned across.
You don’t have to be a professional editor to misspelled words, it can’t catch the words
write effectively. In fact, there are a number spelled correctly but used incorrectly. Mix things up for your brain. Read the last
of self-editing techniques professional writers Words like: right/write, meet/meat, you’re/ sentence of your document first just to check
use to catch errors. Use these guidelines as a your, there/their/they’re, no/know, plus for things like sentence structure, grammar
way to proofread your own writing so you others. Such words, called homonyms, are and spelling. Then read the sentence above
can make all your printed materials reflect often immune to computerized spell check and so on. By treating each sentence as
your professionalism. features. a stand alone unit rather than as part of
a flowing document, your brain will not
1. Read your work out loud. be anticipating the next memorized line.
After scanning the document silently, As you reread your document, both silently You’ll catch more errors when you look at
read it aloud and really listen to the words and out loud, pay special attention to known the individual elements of your document
you’re saying. Is it east to read? Will people homonyms and read out your contractions. instead of focusing on the overall content.
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interesting? saftey inspection,” proofread it, this way 4. Go to the experts.
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When you read to yourself, you’re relying on complete satisfaction is guaranteed,” you’ll but do you have a good grammar guide?
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11. d 20
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ZigZiglar
sales and training solution
Values, Advantages & BeneÞts
Computers help us 1. Use these words on every customer you communicate your benefit. A bridge
save time. They interaction. statement can be as straightforward as,
help us save money. There are three very powerful words “The benefit to you is _________.” It is
They provide us that you should use on every sales call. your responsibility, not the customer’s,
with entertainment When you use these words, you assure to interpret the worth of your product or
and make our lives yourself that you are in a selling mode service. When you use bridge statements
generally easier. If another invention and not a telling mode. These words are: you can assure yourself that you are selling
comes along that gives us better time and values, advantages and benefits. If you benefits.
money savings, we will leave our old can condition yourself to use these words,
computers behind and invest in this new you can better interpret the worth of your What this means to you is ________.
technology. products and services to your customer. You’ll like this because __________.
These phrases contain selling words: The benefit to you is ____________.
You see, we don’t want computers ---we
want what computers do for us! We want Mr. Jones, the value of our service Your customers don’t want your product or
the solutions computers offer us. We want contract is _____________. service; they want what it will do for them!
the values, advantages and benefits of Ms. Smith, the advantage of four- You are responsible for demonstrating the
computers. Our customers are the same. wheel drive is ___________. worthiness of what you sell.
They want what our products and services Bob, the benefits of our comprehensive
will do for them. coverage are ______and _________. Does this work? Only if you do. Good luck
and good selling!
When we are solving our customers’ 2. Use bridge statements to prepare your
problems and challenges this week, we customer for your beneÞt. Zig Ziglar is the Chairman of the Board
need to concentrate on selling “solutions” Bridge statements prepare your customer of Ziglar Training Systems in Dallas, TX.
not products and services. There are a to hear your values, advantages, and He can be contacted at 866.873.0026,
couple of ways to accomplish this. benefits. At the end of the statement, or by email at zziglar@autosuccess.biz.
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12 successful solutions at www.autosuccess.biz

13. sts ms ls fis lr
LydiaRamsey
sales and training solution
Strategies for a
Successful Meet and Greet
Use these simple Use the Þrst names will want to do business with you. When
strategies for a only after they give you permission. you are confident of the rules for those
successful start. Not everyone wants to be addressed initial encounters, you will have a solid
informally on the initial encounter. It is start for long-term, profitable relationships.
Smile. better to err on the side of formality than to
Your facial expression offend someone right off the bat.
says more than your words. Look as if Lydia Ramsey is the President and
you are pleased to meet the other person Your goal within the first few minutes Founder of Lydia Ramsey, Inc. She can
regardless of what’s on your mind. Put a of meeting people is to make them feel be contacted at 800.452.5606, or by email
smile on your face for the person standing comfortable and put them at ease so they at lramsey @autosuccess.biz.
before you.
Make eye contact.
Looking at the people you meet says you
are focused and interested in them. If you
are staring off somewhere, you may appear
to be looking for someone you might prefer
to come along.
Introduce yourself immediately.
As soon as you approach people you don’t
know or are approached by them, say who
you are. Don’t stand around like someone
else is in charge of introductions.
Include a statement
about who you are when necessary.
It is not always enough to say, “Hello,
I’m Mary Jones.” Give more information.
“Hello, I’m Mary Jones, welcome to XYZ
Motors.”
Offer a Þrm handshake.
Extend your hand as you give your greeting.
The person who puts a hand out first comes
across as confident and at ease. Make sure
that this physical part of your greeting is
professional—no bone-crushing grips or
wimpy limp-wristed shakes.
Learn how to
make smooth introductions.
In business always introduce less important
people to more important people. Example:
“Mr./Mrs. Customer, I’d like to introduce
you to Eddie, my manager. Eddie, this is
Mr./Mrs. Customer and we drove the four
door.”
Know who the more important person is.
The client or prospect is more important
than your boss.
Pay attention to
names when you meet people.
Concentrate and repeat the name as soon
as you hear it, because you stand a better
chance of remembering it later.
june 2004 13

14. sts ms ls fis lr
JimAdams
sales and training solution
I Want to Think it Over...
Believe it or not, “I • Looks like you have found your next leave to make sure the coverage is in place.
want to think it over” van. When we get the details worked out how
is the best thing that • This seems like the van you want to would you like to title your new van?
could be said to a own.
sales person before Sales person: Other than your wife/husband
he/she presents the Isolate giving the go ahead we could wrap this up
initial figures. I guess what I’m asking is other than now?
making sure that we keep the Þgures within
Let’s take a look why: your budget, is there any other reason why Customer: Sure, if she/he likes it we’ll
• Because 90% of customers will we can’t send you home in your new van probably buy it.
leave without buying if given figures now?
before committing to purchase. Sales person: Good, lets get the paperwork
• Because customers often use the I am sure one of your major considerations started and also see if we could meet with
phrase as a stall. will be if we can make it affordable. So, your wife/husband to go over the numbers
• Many times customers will mask the besides making sure that the numbers work with you both. When we get the details
real objection with, “I want to think it out to your beneÞt, is there any reason why worked out how would you like to title your
over,” because the sales person has not we shouldn’t just wrap up the details while new van? (99% of the time this is a real
built enough rapport for the customer you are here? objection. Do everything in your power to
to open up. get both buyers present before you present
Overcome and close your offer.)
Understanding these things will help sales • Customer: No, I guess if the
people appreciate that if the customer is payments were ok we would take it. Sales person: So other than me proving to
sitting at their desk, they are ready to buy • No, if you can give me enough for you that our van is the best value, we could
a vehicle now. We also need to understand my trade we would do it go ahead and finalize everything today. Let
that the majority of the time, the sale is made • No, if I can do it with no money me ask you, what other minivans are you
after the fifth or sixth closing attempt. down and you can pay off my trade-in, comparing?
we will do it.
Let’s take a look at some closing techniques Know the competitive advantages on
to use before you have given the customer • Sales person: Great. Fitting it into your everything that you sell. Running down the
a price. budget is the easy part. When we get that competition only cheapens your product
accomplished how would you like to and makes you look suspect. Show the
“I just really need to think it over” title your new van? In just your name or customer in black and white using all
would you both like to be on it? resources available to reinforce your value
AfÞrmation statement story.
• That’s great, I’m happy to hear Overcome and close on the objections that
you’re seriously considering our new come Sales person: As you can see this new van
model. • Customer: Yes is the best choice for you and your family.
• Super, buying a new van is a big • I need to check with my insurance Let’s get the paper work wrapped up so you
decision, I’m happy that we’re in the • I want talk to my wife/husband can start enjoying your new van. When we
running. • I need to check out the competition get the details worked out how would you
• Fantastic, I know from whom you like to title your new van?”
buy is as important as what you buy. The key to isolating the objection is
removing it from all other things that will Remember the key is to continue to stay
Summary prevent you from closing the sale today. positive and clarify each objection, isolate it
• So that it’s clear in my mind, you Again, remember the sale is generally made from all others and close on the objection.
loved the van right? after the fifth or sixth closing attempt.
• The captain’s chairs are going to
work out for the kids, aren’t they? Sales person: Great. So if the insurance is
• Great, and you’re going to love that reasonable and we can fit the payment into
fuel mileage won’t you? your budget it’s a go?
• You can see how that warranty will
give you some peace of mind, huh? Customer: Well, as long as the insurance
isn’t too high. Jim Adams is the General Sales
Assumptive Statement Manager at Roper Kia in Joplin, MO. He
• Sounds like we have found the Sales person: I’ll get the paperwork started can be contacted at 800.905.0627, or
perfect van for you and your family. and we will call your agent before you by email at jadams@autosuccess.biz.
14 subscribe today at www.autosuccess.biz

15. Work smarter with ADP’s Tune-Up
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Tune-Up Training Program includes a comprehensive assessment that MIS: • Service Department
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How the Tune-Up Training Program works • Special Order Parts
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ADP, Inc-Dealer Services Group / 1950 Hassell Road / Hoffman Estates, IL 60195-2308 /
www.DealerSuite.com / 888.424.6342 ©2004 ADP, Inc-Dealer Services Group / Printed in the U.S.A.
ADP is a registered trademark of ADP of North America, Inc. SELL CARS, PARTS AND SERVICE PROFITABLY.TM

16. fs feature solution
PatrickLuck
America is the Land of Opportunity
An Interview With Russ Darrow
Russ Darrow was born in 1940, in of the largest. The Russ Darrow Group has AS: You’ve said in other interviews that
Milwaukee. In 1965 he moved to West been named one of the “Top 100 Privately you are living the American Dream. What
Bend, WI and, at 25 years of age, became Held Companies in Wisconsin.” Forbes do you mean by that?
the youngest Chrysler dealer in the nation. Magazine has named his company one of
He added his second dealership in 1967, in the 500 largest privately held companies in It means that America is the land of
Appleton, and three years later, the third, in the country. opportunity, where someone can start with
Waukesha. nothing and with hard work and a little luck
can work towards being a success. I’m
Russ just completed three years as
Today, Mr. Darrow serves as the chairman living proof of that. After my sophomore
chairman of Junior Achievement of
and chief executive officer of Russ Darrow year at UW-Madison I was looking to
Wisconsin, Inc., an organization that helps
Group, Inc., a holding company that owns buy a car. I went to a dealership and after
inspire kids about life and their potential
19 automobile dealerships, 29 franchises negotiating with the sales man we struck a
in America’s free enterprise system. He is
and a leasing company. He and his wife of deal. The only catch was that they wouldn’t
also a trustee of the Boys and Girls Clubs
42 years, Susan, have four adult children take my car as a trade in and I had to sell
of Greater Milwaukee and has been a long-
Russ III, Wendy, Heidi, Michael, and 12 it myself. That’s exactly what I did. I fixed
time board member and past president of
grandchildren. it up, detailed it and sold it for more than
the Kettle Moraine YMCA in West Bend.
they would have given me at the dealership.
Darrow is an example of Wisconsin family Russ and Susan are involved in many other
That was more money in my pocket. That’s
values leading to success. Recently the organizations serving children and health
where I caught the bug. I told my parents
Russ Darrow Group surpassed a total of issues, e.g. Children’s Service Society,
that I was going to take a break from school
over 200,000 vehicles sold at retail since the Multiple Sclerosis Society of Wisconsin,
and try my hand at selling cars.
first dealership in West Bend. As Russ likes Creative Sharp, ARC; as well as the arts in
to say, most of those sales were “one at a southeastern Wisconsin.
I got a job at that local dealership, where
time, face-to-face, person-to-person.” Russ I worked long and hard to learn the car
started out as one of the smallest businesses Recently, we had the opportunity to ask business. Besides buying a house, it’s
in Wisconsin and has developed into one Russ some questions. the most expensive thing most people
buy. I learned early on that in order to
be successful, a sales man must listen to
what his/her customers want. In this day
and time, the family car plays a critical
role in every family. It takes parents to
work, children to school and all of them
to family vacations. Access to affordable
transportation is critical to every day life
here in Wisconsin. To be a part of making
that life a little better has been pretty
rewarding.
Another trait of being successful is you must
be aggressive, competitive, while not being
afraid to fail. So after five years as a sales
man, I felt I could take this approach and
sell cars on my own. My parents co-signed
a 50,000 loan for me with the bank, and just
like that I was the youngest Chrysler dealer
in the United States at the age of 25.
16 www.autosuccess.biz

17. “I’ve put my focus on my employees because I know if I motivate them and
treat them the right way, they will in turn do the same to our customers.”
From there, one dealership turned into returning service and support to my AS: Why do you think your experience
two, then into four, and now we’ve got 19 community has always been important. of being a car dealer would make you
throughout the state. Over 38 years I’ve qualiÞed to be a U.S. Senator?
gone from selling one used car into 19 I would like to take my lifetime of business
dealerships and I have created thousands experience and community service to serve For nearly four decades my wife and I have
of jobs for Wisconsin residents. We now the five million people of Wisconsin. I lived in the real world. We’ve sacrificed and
sell 16,000 vehicles a year. I’d say that’s a have been working hard to learn what is saved and in the process built the family
pretty good example of living the American important to the voters across this state and business piece by piece from scratch. For
dream. to earn their support, and their vote, and in the last 38 years, we’ve lived taxes and
exchange I am committed to returning their healthcare. We’ve put thousands of people
AS: What’s the most important component voice to Washington. to work throughout this state. We’ve set
to building a successful business? priorities, balanced budgets and made
AS: Why did you decide to run for ofÞce at payroll and have more than 38 years, 2000
People. Hiring, training, motivating and this stage of your life? weeks of experience of signing the checks
giving people the opportunity to advance are on the front and not just the back.
critical. Treating customers as you would I’m at the right point in my life to be able to
wish to be treated. You have to be a good focus on that job and to do good things for As a U.S. Senator I will not only fight to
listener, caring, intense, accountable and be every person in Wisconsin. You might think keep more jobs from leaving, but also look
a good leader. You have to be prepared to a senator can’t do that, but they can. Focus to bring additional industries to our state
stand up for your beliefs and you have to on helping every person, just like I did in and nation, while working to retrain our
be willing to take a chance. Together, these my business. work force so they can be competitive in a
traits have helped me to grow our family global based economy.
business from one dealership in 1965 with But the main reason that I’m getting into
eight to 10 employees to 19 dealerships this race is because I want my children and I’ve put my focus on my employees
with approximately 950 employees. grandchildren to have the same opportunity because I know if I motivate them and
to succeed in life that I’ve had. I feel it’s treat them the right way, they will in turn
AS: Why would someone who has been so critical to have someone in the United do the same to our customers. I’ve learned
successful in business now want to run for States Senate that truly represents the as a businessman, you have to be a good
the U.S. Senate? people of Wisconsin. listener, a good leader, a motivator, and you
must be open-minded. The way to get ahead
Our family has always had a motto that we On September 11th we were attacked, in life is by being able to adapt. There is no
have followed – Learn, Earn and Return. thousands of innocent people died and one solution to all the problems we face
I have worked hard to follow that motto. we were forced into the war on terror. every day. Different problems sometimes
Thirty-eight years ago, I started by learning Wisconsin needs a Senator that understands need different solutions and a good Senator
about the auto industry and along the way that. Our incumbent U.S Senator was the must realize that.
through hard work and determination I was lone vote against the Patriot Act, designed
able to earn a profit. But, over the years, I to track suspected terrorists. He also voted Furthermore, I have built my business by
was always able to return to my community, against the creation of the Department of being accountable and treating people with
to give back. Homeland Security. I would have supported respect. I’ve spent the last eight months
our law enforcement communities by giving traveling this state asking people what they
Whether it was through my involvement them the tools to fight the war on terror and want in a U.S. Senator and what they’ve
with Junior Achievement, the West Bend keep us safe. To me, there is nothing more told me is that they want someone who not
YMCA, or the Boys and Girls Club of important than the security and safety of only listens, but also hears their concerns
Greater Milwaukee, giving back to my our country. Wisconsin needs a Senator that and is willing to do something about them.
community has been a focal point of my puts his constituents’ interests ahead of his
life. Being involved in my community, own personal political agenda. continued on page 18
june 2004 17

18. continued
As a business owner I have always listened
to my customers. I believe there are too
many elected officials who ignore the
majority of their state’s constituents. I’ve
seen the looks on the faces of thousands of
people throughout Wisconsin. They can’t
understand why the incumbent Senator is
concentrating on campaign finance reform
while our state is facing the loss of tens of
thousands of manufacturing jobs and health
care costs in Wisconsin are skyrocketing.
AS: What are the hot button issues you’ll be
addressing during your campaign?
My campaign is focusing on three key
issues. First and foremost is national would vote to make the President’s tax cuts together to increase their purchasing power
security. We need to fully support our permanent. As a businessman I know that and tort reform. We must eliminate the
troops and law enforcement communities. tax cuts and incentives work, while tax hikes number of frivolous lawsuits that drive up
Secondly, there must also be a concerted are job killers. When people get to keep the costs of healthcare in our country.
effort to stop the flow of jobs out of the more of their own money, they put it back
state of Wisconsin. And last, but not least, into the economy. In the retail business, we AS: One more question for you. What kinds
our state needs a Senator that will focus on see it every day. When the economy is faced of similarities are there between running
more affordable healthcare for the citizens with another tax increase, it makes it harder a successful business and a successful
of Wisconsin. for businesses to hire more workers. It’s campaign?
simple economics, I’ve learned in the real
I know that without a strong national world. I would also vote to repeal the death I’ve been a sales and marketing guy all my
defense, nothing else matters. We saw what tax that currently punishes small businesses life and I’ve learned a couple of things over
happened to our economy after 9-11. As like the auto industry. We must eliminate the years. In business, in order to get your
a U.S. Senator, I will make sure that our government created barriers that make it product out to the public, you have to think
law enforcement officials, and our troops, difficult for businesses like the auto industry outside the box and be willing to try new
always have the tools necessary to fight the to transfer from one generation to another. things. The same thing is true when running
war on terror both here and abroad. for office.
Finally, from my experience as an employer,
From my experience in building my I know that we must work to make healthcare For instance, we created our own short film
business and creating thousands of jobs, I more affordable. I would support increasing entitled, “The Right Russ: The Movie” to
know that low taxes help small businesses to medical savings accounts, associated health kick off the public phase of our campaign. It
create meaningful jobs. As a U.S. Senator, I plans that allow small businesses to pool was a huge success, premiering to a crowd
of nearly 700 people at the Pabst Theatre in
downtown Milwaukee just last month. In
addition to that, tens of thousands of copies
of the movie were shipped out to households
throughout the state.
Also, today’s world moves quickly and
nothing moves faster than the Internet.
Our campaign website is state of the art
and allows volunteers interactive access
to nearly every aspect of our campaign.
To really appreciate just how diverse it is,
I would encourage you to check it out at
www.TheRightRuss.com.
Patrick Luck is the Editor and Publisher
of AutoSuccess Magazine. He can be
contacted at 800.331.9507, or by email
at pat@autosuccess.biz.
18 www.autosuccess.biz

19. Belinda Wortherspoon, Wolfington Group Call Center Operator
THE BEST KEPT SECRET IN THE
AUTOMOTIVE INDUSTRY!
ASK YOUR 20 GROUP! 800.331.9361
Salisbury CHEVROLET
P.O. BOX 2200 175 FREEMAN’S BRIDGE RD. SCOTIA, NEW YORK 12302
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ON MARCH 11th - 14th THIS YEAR, THEY CAME TO OUR DEALERSHIP AND HELPED US DELIVER OVER
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THANKS WOLFINGTON GROUP, LOOKING FORWARD TO OUR NEXT SALE.
YOURS TRULY, ANNA GERRITY, DEALER PRINCIPLE

20. sts ms ls fis lr
MarkTewart
leadership solution
10 Tips for Recruiting
Sales People Successfully
Sales people provide precise guideline of what the perfect recruit
life for all companies. looks like, you can begin your process with
If everything starts that in mind and then remove the emotions
with sales people, it involved in interviewing.
only makes sense to
make sure that you are Tip 7: Payment plans satisfy base-level
recruiting the best potential sales people needs of the potential recruit. Pay all
recruits during training and guarantee them
Tip 1: Recruit from want, not need. Make a living wage during their learning curve.
recruiting an everyday activity, don’t wait Many potentially good sales people are not
until you need it. given the chance to ever enter the business.
Lower the barriers of entry in order to find
Tip 2: Have a strategy to recruit people the best people.
all the time. To orchestrate a successful
ongoing recruiting program you must first Tip 8: Have at least 50 written interview
have a game-plan. Plan and develop a flow questions. Don’t you show a sales person
chart of your desired results. Write down how to profile customers? Preparation is
the obvious. You must know why you key to a good interview. Be ready with
are looking to create a recruiting strategy. sub questions to the interviewee’s answers
“When the why gets strong, the how gets that allow him or her to elaborate and
easy.” communicate in detail. A good interview
will follow the 80/20-rule and allow the
Tip 3: Know who is in charge of recruiting recruit to speak 80% of the time.
and his/her qualifications. People must be
educated on creating and orchestrating a Tip 9: Test and profile a potential sales
strategy that works. Don’t leave the who person. Anyone who has interviewed
and how to chance. people has come across a great interview,
horrible employee. A good recruiting
Tip 4: Newspaper ads – the Sunday paper strategy must utilize many tools to reduce
is full of ads for sales people. If you plan the emotion and help to make a more
on using help wanted ads as part of your logical and quantitative selection. There are
recruiting, you must write the ad with many tools today that can be used to gauge
the mindset of the good sales person you the personality, sales aptitude, emotional
are looking to recruit. Use two age-old IQ, intelligence and just about anything
formulas: WIIFM – “What’s in it for me?” else you want to know about a possible
and AIDA – “Attention, interest, desire and future employee
action” when creating your ads.
Tip 10: Don’t hire people based only upon
Tip 5: Try using several avenues to recruit resumes. If you want to hire good sales
such as full color newspaper inserts, people, recruit and hire based on talent
business journal classifieds, a banner ad and attitude and teach them the necessary
on your web site, local colleges, Internet skills.
job postings, radio ads, military bases, job
fairs and employee referral program. Never Recruiting and hiring effectively is a
leave the vitality of your company to just continuous process that is both part science
one avenue of marketing. You must build and being creative. Having a consistent
a marketing web that has many marketing plan will make your recruiting a success.
branches to attract good people.
Mark Tewart is the President of Tewart
Tip 6: Have an “ideal employee” profile. Enterprises. He can be contacted
Know who you are looking for before at 866.429.6844, or by email at
you find them. When you’ve developed a mtewart@autosuccess.biz.
20 successful solutions at www.autosuccess.biz

21. How do you know you’ve hired a winner,
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