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

1. AutoSuccess Best Practices Summit V. Details on Page 4
October 2006

2. We are the smarter place to buy and sell new cars.
Were you surprised we said new?
You may not think of AutoTrader.com for new cars.
But a lot of people do. In fact, three million new car shoppers
visit AutoTrader.com every month, and two-thirds of them will be driving
home a new car within two months. With numbers like that,
it’s easy to see why AutoTrader.com is a great way to reach new car buyers.
To reach more new car buyers, call 1-888-249-6860.
©2006 AutoTrader.com is a trademark of TPI Holdings, Inc. and is used under license.

3. Dear M r. Costellos,
T ha nk you for all
tur n y owing us to he
our sales rig lp
ht side up. I a
ver y happ y to hear tha m
57 units ty ou delivered
with a g r o
$193,905 s s pr o fit of
.45. Even bet
your own te r, you did it on
without a sta
f fing company
T his sav ed you $48,4 .
you n 7 6.36. I’ ll se
ext month. T
h e
anks a gain.
If you would like to enjoy the same results
Mr. Costellos did, call Turn-Key Events, the
#1 Do-It-Yourself sales event provider.
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Copyright © 2006 Turn-Key Events and it’s licensors.

4. SUMMIT V
BEST PRACTICES
866.396.7050
Experience real Case Studies
that can help your dealership
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES immediately.
Tuesday and Wednesday,
November 7th and 8th
2006, at the Venetian
Resort and Hotel, Las
Vegas, NV.
Dean Evans David Kain David Chip Perry Ralph Paglia Dale Pollak Phil Sura
Vice President, Field President, Kain Automotive Thomas CEO and President, CRM/eBusiness Director,
Courtesy Chevrolet
Co-founder and Chairman, VP of Automotive Division, Dealers & Managers Only!
Marketing, The Cobalt Inc. Internet & BDC Training Owner, Subaru of Dallas AutoTrader.com mPower Auto UnityWorks Media
Group Specialist Case Study: How Courtesy
You will learn: You will learn:
Case Study: How I lowered
my advertising expense and
Internet Advertising Best
Practices
Chevrolet’s business and
CRM teams grew to over
Gamble in Vegas, don’t
gamble with your used car
You will learn:
- About the repositioning of
Two days of intense
- Internet Marketing that
generates high-quality leads
- Mapping out the best
Internet sales process
increased my market share
You will learn:
400 vehicle sales per month
You will learn:
inventory automotive advertising
- How the traditional 50 year
learning. Dramatically
- Maximizing lead
generation from your Web
- E-mail templates for the
best short and long-term
You will learn:
- About ‘Mooch Marketing’
- How AutoTrader.com’s top
performing dealers get their
- How to grow your CRM
and Internet teams
You will learn:
- How to improve your
approach to advertising is
changing, and were it is improve your results.
site communication - Ways to advertise for free outstanding results - What to measure, and used vehicle volume, gross heading
- Maximizing third-party - Phone script elements that -Low-cost marketing ideas - Take home examples of how to collect the data... and age - How video content makes
automotive sites
- Metrics that matter: Focus
turn leads into appointments
- Recruiting, hiring and
that get noticed
- How to run events that get
effective merchandising you
can put to
Performance metrics that
matter
- How to improve everyday
decisions that affect your
it easier for the Internet team
to “harvest Web site leads”
Limited Seats,
on return on investment compensating for results you noticed
- How to generate car
immediate use
- Create a true CRM Profit
Center
- Manage your own SEM
volume, gross and age
- How to understand the
- The opportunities available
with video streaming
Register Today! Wow! I was hoping to gain at least 5 new ideas to take our Internet sales to the next level. I had more
reviews in your local paper and online ad campaigns changes responsible for than 5 the very first day.
- Use your BDC as a safety profit margin pressures
net for the Internet sales
team
Case studies from The thing I liked best was the people. The sharing of information during breakfast and lunch was just
as helpful as the quality presentations. Great people who work hard and play hard...after all it was Las
successful dealerships Vegas. I enjoyed the casual and professional environment and the opportunity to visit with 15 vendors in
between speakers.
across the country. “What happens in Vegas goes back to Texas”. I met with my Internet team of 10 professionals and started
to implement ideas on Saturday afternoon.
This was my first Summit and I hope I can come again in November!
Classroom style seating Great Show....Fabulous Ideas!!! Thanks.
only $595. Special Joe Healy, Internet Director at Lawrence Marshall Dealerships 979-826-7103
Venetian room rates for
Sean Roy Reutter Scott Joseph Mark Tewart Tony Rimas Mike Parsons Robert Basha $209 per night, while
Wolfington
Owner, BZResults.com
Sheehy Auto Stores President & CEO,
J&L Marketing, Inc.
President, Tewart
Enterprises
Red McCombs eCommerce Director,
Asbury Automotive Group
Co-founder,
Auction123, Inc.
they last.
Case Study: Sheehy.com Case Study: Grow your
Case Study: New You will learn: Case Study: How
Case Study: How to use increases leads from 400 Internet department through Growing your sales or Speakers and times subject to change
marketing strategy focuses - How to engage customers
- 2400 per month Auction123 rolled out a
BDC/Internet departments on steady long term growth. intelligently while learning a defined process, efficient yourself: Understanding the
how traditional “meet and new thinking in Internet
to sell 100 - 500 extra cars Dealership’s market share staffing, and strategic “why” is more important than
You will learn: greet” strategies can management and re-
a month. increases from 8% to 32% advertising the “how.”
- How to increase leads reduce sales marketing. Streamline your
and grows net profits from - How to increase
and sales volume without inventory, 3rd party lead
You will learn: $170,000 to over 2.2 million You will learn:
professionalism, write-ups generating sites, eBay,
- How to set up a successful increasing lead expense - How to structure and staff
in just two years and sales by eliminating
BDC/Internet department - Improve sales and reduced and your Web site into one
“Deal Killer” questions low volume or high volume
- Use the Web to promote cost per sale at the same time You will learn: - How to define and management solution
dealership locations
all your profit centers - Improve profitability by - A growth strategy to grow implement 5 universal laws - Create a process to support
- Use the Web to drive improving the quality of leads your profit a minimum of that increase sales You will learn:
your customers and staff
through your own site 33% per year - How to improve gross - How to simplify all of
showroom & phone traffic efficiently
- Increase closing ratios and - New promotions strategy profits by implementing your Internet re-marketing
- Sell old stock, vehicles & - Increase ROI through
better proposals
parts inventory average gross profit with using personalized Web outlets into one Web based
- How to reduce customer inventory selection and lead
- Use e-mail marketing to profit improvement pages and direct mail management software
conflict and increase sales allocation
drive more traffic for zero - Sell old stock units via - How to increase your floor and gross profit through - Maximizing eBay Motors’
- Streamline online
cost the Web traffic during your slowest better handling of price, potential with a seamless
advertising to maximize Web
days of the week payment and negative equity solution
objections site conversion
- A new outlook on marketing
your vehicles online
Call today to register. Seating is limited. toll free: 866.396.7050 web: www.autosuccessonline.com

5. Making the Most of Change
8 BrianTracy
Increase Your Effectiveness With Clients
10 TomHopkins
Selecting the Right Fuel for Your Engine
Maximizing Search Engine Performance
12 SeanWolfington
The Wisdom of Wealth and Other Money Lessons
14 MichaelYork
Key Performance Indicators, Part 3
16 HeatherConary
8 Points of Action to Increase Sales
18 DavidThomas
The Power of a Genuine Compliment
19 JeffMorrill
Five Keys to Successful Automotive Marketing, Part 2
20 JimmyVee & TravisMiller
Complete Sales Freedom in Two Years or Less
22 MarkTewart
Multi-Channel Approach to Marketing
23 SunnyKnocke
Search Engine Marketing
Is It Right for You 26 MikeParsons
Don’t Try to Convince Someone to be the Internet Sales Manager
28 DavidKain
Personalize Communication to Better Reach Your Customers
Video E-mail:
30 JasonPrice
Investing the Fundamentals, Part 4
31 TimShea
Managing Your Employees With Your
Nonverbal Communication 32 PattiWood
Accelerate Your Advertising
Asking Customers the Right Questions
36 AllenCheek
A Disciplined Market Plan Works Every Time
37 MikeNichols
King of Service
38 JesseBiter
The Seeds of Leadership
39
12
SeanWolfington
Scott’s Individualized Consultation Transcripts, Part 4
40 ScottJoseph
Avoiding Regulatory and Compliance Attacks in Sales and F&I
42 CharlesArrambide
Always Ask ‘Why’
43 TonyDupaquier
Patrick Luck, Editor & Publisher Courtney Paris, Sales-improvement Strategist
luck43@sellingsuccessonline.com courtney.paris@sellingsuccessonline.com
Susan Givens, Vice President Brian Ankney, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com super6@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Brian Balash, Sales-improvement Strategist
Louisville, Kentucky 40245 design@sellingsuccessonline.com bb11@sellingsuccessonline.com
toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor Charlie Tierney, Sales-improvement Strategist
ddavis@sellingsuccessonline.com cpt2@sellingsuccessonline.com
facsimile: 502.588.3170
Toni Stephens, Sales-improvement Strategist
web: www.SellingSuccessOnline.com tstephens@sellingsuccessonline.com
helping to promote...
Matthew 6:33
“But seek first His kingdom and His righteousness, and all these things will
be given to you as well.”
God is the source of all supply
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.
AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;
views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this
magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in
whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that
names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

7. sts fos ls ms sf fis
BrianTracy
sales and training solution
Making the Most of Change
To deal with change, is simply to accept the change as a reality. unexpected change or setback? As you begin
perhaps the most Acceptance is the opposite of rejection or thinking of all the things you can do, you are
valuable quality resistance. Acceptance keeps your mind calm adjusting your mind to the new information
you can develop is and positive. The minute you accept that a and preparing to take steps to deal with the
flexibility. Form the change has occurred and that you can’t cry change effectively.
habit of remaining over spilled milk, you become more capable
open-minded and adaptable to new of dealing with the change and turning it to The final part of this four-step method for
information and circumstances. When things your advantage. dealing with change is to improve on the
go wrong, as they sometimes will, instead existing situation. Often, a change signals
of becoming upset or frustrated, practice One of the best ways to deal with the worry that your plans are incomplete or that you
looking into the change or reversal for the that is often generated by unexpected might be heading in the wrong direction.
opportunity or benefit it might contain. changes is to sit down and answer, on paper, Serious changes, which seemingly create
the question: “What exactly am I worrying real problems, are often signals that you are
Superior men and women are invariably about?” on the wrong track. There is an old saying,
those who remain calm and keep their wits “Crisis is change trying to take place.” If,
about them amid unexpected turbulence. In medicine, it is said that accurate diagnosis instead of resisting change, like a pine tree
They take a deep breath, relax and assess the is half the cure. When you sit down and that snaps in a strong wind, you bend with
situation objectively. They keep themselves define a worry situation clearly on paper, it change like a willow tree, you will often find
calm and unemotional by asking questions suddenly becomes less stressful to you and it that the change is a healthy and positive step
and seeking information when things don’t will often resolve itself. In any case, when it toward achieving your goals.
work out as they expected. For example, if is clearly defined, you have diagnosed it, and
someone doesn’t fulfill a commitment, or if you can now do something about it. W. Clement Stone, the founder of Combined
a sale is canceled or fails to go through, they Insurance Company of America, is famous
keep their minds clear and steady by asking The second step is to ask yourself, “What for his attitude of being an “inverse paranoid.”
questions, such as “What exactly happened is the worst possible thing that can happen He is convinced that everything that happens
in this situation?” They deal with change in this worry situation?” Much worry and is part of a conspiracy to help him to be more
by focusing on getting the facts before stress comes from the refusal to face what successful. Whenever something unexpected
responding. They develop the ability to cut might happen as a result of your difficulty or occurs, he immediately says, “That’s good,”
through the confusion and ask questions such problem. When you clearly define the worst and then looks into the situation to find out
as “Why did this happen? How did it happen? possible outcome and write it down next to exactly what is good about it.
How serious is it? Now that it has happened, the definition of the problem, you will find
what are the various things we can do?” that whatever it is, you can handle it. Often The mark of a superior person is “tolerance for
your worries will begin to evaporate as soon ambiguity.” This simply means that you have
The critical issue in dealing with change is as you have clearly determined the worst that the capacity to deal effectively in a rapidly
the subject of control. Most of your stress and might happen as a result. changing situation. The higher up you go -
unhappiness comes as a result of feeling out the greater your income and responsibilities,
of control in a particular area of your life. If Now decide to accept the worst possible the higher your status and position - the faster
you think about the times or places in which outcome should it occur. Mentally resolve the rate of change will be around you. At
you feel the very best about yourself, you that even if the worst possible consequences every stage, it will be your ability to function
will notice that you have a high degree of ensue from this situation, it will not be the with calmness, clarity and quiet assurance
control in those places. One of the reasons end of the world for you. You will accept it that will mark you as the kind of person who
you like to get home after a trip is that after and carry on. In fact, it could probably be is going places in life. In the final analysis,
you walk through your front door, you feel a lot worse. The very act of accepting the your ability to perform effectively in a world
completely in control of your environment. worst possible outcome completes the cycle of ongoing change is the true measure of
You know where everything is. You don’t of eliminating from your mind the stress and how well-developed a person you really are.
have to answer to anyone. You can relax anxiety associated with the situation. And the keys are to accept change, adjust to
completely. You are back in control. change, improve upon change and move on
You are now ready for the third step to the next situation. As you continue to do
With a clear idea of where you’re going and in dealing with change, and that is to this, you will have such a wonderful feeling
what you want to accomplish, you develop adjust your behaviors and actions to the of self-control and self-determination that
resilience, which is the ability to bounce back new situation. Ask yourself, “What are all your whole life will be bright and positive,
rather than break. You develop what is called the things I can do to make sure that the and so will your results.
the “hardy personality” and become the type worst possible outcome does not occur?”
of person who is resistant to the negative Sometimes we call this damage control. In
emotions that affect people who have no business schools, this is an important part of Brian Tracy is the chairman and CEO
goals or direction. decision making, and it is called the mini-max of Brian Tracy International. He can be
regret solution. What can you do to minimize contacted at 866.300.9881, or by e-mail at
The first step in dealing with any change the maximum damage that can occur from an btracy@autosuccessonline.com.
8 www.sellingsuccessonline.com

8. Introducing Dealix’s Used Car
Advertising and Leads Program
Call Dealix today at (800) 717-8079, or visit www.dealix.com.
Dealix Drives Success.

9. sts fos ls ms sf fis
TomHopkins
sales and training solution
Increase Your
Effectiveness With Clients
The power of the chances they’ll say “yes” to you: Evasive Ed is “follow-up” - follow-up until
subconscious messages he buys or dies.
is very serious business. First, imply in both word and movement that
All of us in selling you’re “on their side.” If you’re meeting in Next is Griping Greg. Greg always has a
should be concerned person, stand slightly beside them, rather problem or a complaint. It might be about
about perceptions on than face-to-face. If you’re on the phone or your product, his company or even something
both sides of selling situations. We must pay using written word, imply the following: “I in his personal life. He just needs to have
attention to how others perceive us from the understand how you feel,” or, “I’ve been in someone listen to him. He may drag out the
very first contact whether it’s in person, via that situation myself,” as long as it’s true. sales process just to have you continue to be
voice, or by the written word. The message This adds a feeling that you’re a confidante or his shoulder to cry on. Be pleasant, but try
you send can very easily be different than the friend, rather than the enemy sales person. to keep the conversation about business. A
one you want to transmit. good tactic with the Gregs of the world is
If there is a major height difference to contact them just prior to lunch or at the
UCLA did a study on the initial impression between you and the parties involved, it’s end of their day. Greg will be eager to move
clients had of a sales person to whom they oftentimes better not to discuss salient on to something else and not drag out the
later said “yes.” In the study, 10,000 product points of the transaction until you are both conversation with his woes.
purchasers were asked: “Thinking back to seated because looking up or down at a
when you said ‘yes’ to the representative, person is uncomfortable. In long-distance Our next personality, Anna List, knows
what were the reasons that you did? What communications, pay attention to their exactly what she wants. She’ll ask for a lot
comes to mind?” The answers might surprise vocabulary. Try to match their level, rather of information and analyze every detail. She
you. than talking down to them or using words will hold you accountable for every syllable
that are too casual for the situation. you utter. With her, you must under-promise
Seven percent of those 10,000 people and over-deliver.
said “yes” because of the representative’s It’s also critical to understand that you’re
product knowledge. Thirty-eight percent going to do business with people who have Finally we meet Domineering Donna.
said “yes” because of voice quality and the certain personalities. Not everyone will be Domineering Donna may not give you all the
words they used. However, 55 percent said like you, your friends or relatives. So you information you need, but will expect, since
“yes” because of the first impression - the need to learn how to recognize the various you are the so-called expert, that you will
way the sales people walked in and carried personality types and how to work with them know what she needs. With Domineering
themselves. They had an air of confidence most effectively. I’m going to define some Donna we question, question, question and
about themselves that inspired the client to personalities here as men and women, but then write down the details. You must be a
trust this person as an expert in their field. please understand that the description isn’t real note taker with Domineering Donna.
gender specific. Working with the facts and not letting her
It’s so important that you realize that the bully you will be the name of her game.
moment clients first see you they start The first person we are going to discuss is
emotionally evaluating you. A lot of this is Believing Bart. Believing Bart possibly has Selling is a fun game…when you let it.
done on a subconscious level. They’re not had a very positive past experience with your Challenge yourself to send exactly the
sitting there thinking, “He’s slouching - he company. He believes your company can get messages you desire in both word and action.
must be having an off day,” or, “Her clothes the job done for him, but you will still need Then, work on seeing how quickly you can
are wrinkled - how prepared can she be to to prove your personal competence. classify each client you meet and work to
help me?” serve their needs in the manner they will best
The second type is Evasive Ed. Ed has such respond to.
It’s much more subtle than that. It’s their a powerful fear of making a bad decision that
reaction to your body language, your voice he will put it off as long as possible. He will
World-renowned master sales trainer Tom
or how you use the written word. cancel appointments, and avoid returning Hopkins is the chairman of Tom Hopkins
your calls, but has a definite need for your International. He can be contacted at
Here are some simple nuances you can services. So we must be very persistent with 866.347.6148, or by e-mail at
incorporate into your selling style to increase Ed. The key phrase for working with an thopkins@autosuccessonline.com.
October 24th & 25th - Irvine, CA
10 www.sellingsuccessonline.com

11. fs feature solution
SeanWolfington
directories. SEO is sometimes offered as a period. Look to your provider for a tool that strategies in this fast-paced and ever-evolving
Selecting the Right
stand-alone service, or as a part of a larger can provide this information. world of technology can ensure strategic
marketing effort, and is essential in the initial Web site listings ahead of your competitors.
development and design of a site. Success: The Fuel of the Future It’s all about maximizing performance to
Fuel for Your Engine
Red McCombs Auto Group in San Antonio, generate desired results - higher revenue at
Pay-Per-Click (PPC) Texas has found the right fuel mixture for lower costs.
Pay-per-click advertisements are text ads their search engine strategy. The boom began
strategically placed near search results. when Red McCombs brought on a Search Sean Wolfington is the general manager
Maximizing Search Engine Performance These ads generate immediate on-line traffic
to your Web site. When a visitor clicks on
Engine Marketing company for consultation
and implementation of a new SEM strategy
of BZResults.com. He can be contacted
at 866.645.7730, or by e-mail at
the advertisement, the dealership is charged that included a new high-tech Web site, a swolfington@autosuccessonline.com.
a small amount. PPC allows your text or Search Engine Optimization program, and a
Are you getting maximum performance marketing initiatives like OEM incentives A standard SEM package should include a image ads to appear among search results as fully automated and measurable CRM tool to
from your Search Engine Marketing (SEM) and rebates. Your SEM consultant should commitment to continual research, search “sponsored links,” “featured listings” or “paid handle all of customer needs and follow-up.
strategy that drives traffic leads and increases possess a vast working knowledge of the engine positioning and submission of your ads.” Hiring a professional with experience in The results were immediate, and sales have RED McCOMBS SUCCESS
sales? If not, it’s time for a pit stop to give automotive industry, and must have a strong highly optimized Web site to directories. the automobile industry to direct and manage now skyrocketed by 500 units per month. Since implementing their new SEM
your search engine strategy a boost with some level of experience in contending online for An SEM package should always include the your Pay-Per-Click campaign, rather than The Web site www.RedMcCombs.com has strategy, Red McCombs has...
high performance fuel. An effective online competitive automotive search terms within use of Pay-Per-Click campaigns, targeted tackling this mundane task yourself, will proven its success by taking the dealership to • Increased sales by 500 units per
marketing strategy will drive significantly different markets. When selecting the right dealership keywords and customized ensure an effective campaign with up to 100 a new level, and has earned Red McCombs month.
more traffic and profits to your dealership’s firm to partner with, consider credentials keyword phrases for the site to increase times more keywords. Resources available to the 2005 eDealer of the Year Award. • Increased gross profit from $60K to
sales, finance and service departments by and performance results based on successful visibility. Also, highly integrated diagnostic professionals generate targeted keyword lists over $750K per month
transporting potential customers directly into implementation of marketing strategies with tools and reports should be included to assess leading to higher click-through rates, a better The eBusiness staff and the entire • Increased CSI and customer loyalty
your dealership with a click of the mouse. other dealers. any campaign’s effectiveness. quality score and lower keyword count. The management team are excited about the • Increased closing ratio from 3
result is more targeted traffic to your site at a continued progress for 2006. Red McCombs percent to 19 percent
Check Engine Light On It is beneficial to select a partner who employs What does all that mean and how will your relatively low price, because your budget is is now turning over 25 percent of their • Increased profits while reducing cost
Is your dealership’s Web site appearing ahead Google AdWord professionals, since Google dealership benefit from an SEM program? being continually and effectively managed. Internet leads into showroom visits, and to under $200 per unit sold
of your competitors’ sites when interested is the most widely accessed engine, utilized With literally millions of automotive over 75 percent of those visits into sales. • Awarded 2005 eDealer of the Year
buyers in your region search the Web for by over 80 percent of all Internet users. These Web sites available to choose from, most Additives And the great news gets even better…Red
information? With more than 300 million experts have passed a demanding exam, as consumers rely on search engines to find Supplement your high-performance SEM McCombs is increasing sales and profits
online searches per day, the popularity of well as proven their proficiency by managing services to meet their specific needs. Proper program by injecting your own marketing while decreasing costs per unit by up to 50
the Internet only magnifies the necessity of Google AdWord campaigns for clients for a SEM execution ensures a strategic Web site extras. Your staff can boost the efficiency of percent.
implementing and maintaining an up-to- minimum of three months. Qualified Google listing ahead of competitors. Most consumers your marketing strategy and increase traffic
date SEM strategy. With research indicating AdWord professionals can effectively design do not search by dealership name; they search to your dealership’s site by simply making Many dealerships claim that SEM is now
that up to 86 percent of Web sites are found and manage the most efficient solution for by specific vehicle models or geographical the dealership URL address more visible in their best online marketing investment. As a
through the use of search engines, and over their clients. boundaries. So when an interested consumer your traditional advertising media. result, auto dealers continue to shift budgets
half of retail consumer searches performed sits at his computer surfing the Web for from traditional advertising media to digital
on Google are automotive in nature, your There are also firms which are not “full a particular model in your area, can your Compliment your SEM with reporting marketing strategies, third-party lead-
dealership should be geared to capitalize on service.” Many appear to have vast dealership be easily found? mechanisms that provide the ability to generation sites and other Web marketing
your fair share. offerings, but only provide basic link generate analysis reports to help you programs. It’s impossible to ignore the
building campaigns. For example, some Search Engine Optimization (SEO) measure and improve the effectiveness of results.
Last year more than $400 million was only offer submissions of your site to various Search Engine Optimization is a fundamental your SEM efforts by identifying exactly
spent by local businesses for Search Engine directories, exchanging links with other sites part of any online marketing plan. SEO is which search engines and phrases are paying The awesome advances of Internet marketing
Marketing, but this is a mere drop in the and establishing other links that point to your primarily concerned with advancing the off. A beneficial aspect of a successful SEM have given birth to a whole new realm of
bucket compared to $2.7 billion forecasted site. Be careful when making your selection, goals of a Web site by improving the position program is the ability to track and measure advertising for dealerships. Consult
by eMarketer for 2007. Online marketing because with so many offerings available, it of its organic search results for a wide search engine referrals beyond the initial with a qualified SEM specialist to
expenditures are up 134 percent, according is easy to be misled by a complicated and variety of relevant keywords. SEO programs click-through to the dealership sites. It is determine the best options for
to a recent report by the Internet Advertising confusing process. are geared toward long-term objectives equally important to be able to track your maximizing the performance
Bureau, and auto dealers continue to shift of increasing both the number and quality dealership sale conversions, as measured by of your Search Engine
budgets from traditional advertising to Choosing the Right Grade of Fuel of visitors to your dealership’s Web site additional revenue, average sale value and Marketing strategy.
Internet marketing programs. At the pump, a number of fuel grades and through results offered on the search engine total sales generated during a given time Effective SEM
additives are available to enhance the
Consult the Owner’s Manual efficiency of your engine. Just like choosing
Like referring to the Owner’s Manual to find the right fuel to maximize the performance
information on maximizing the performance of your automobile engine, various strategies
of your engine, consulting a qualified SEM for maximizing search engine results need to
professional is crucial to the success of your be reviewed. Which ones are right for you?
online marketing strategy. An important
factor to consider when choosing the right Search Engine Marketing (SEM)
fuel to develop and drive your strategy is Search Engine Marketing is the latest
selecting a consultant that possesses solid phenomenon in the world of digital
automotive credentials. Many search engine marketing. The term SEM is used to describe
marketing firms make promises, but are the range of marketing techniques required
unable to deliver satisfactory results because to make an automotive Web site visible on
they lack the basic knowledge of trends search engines and directories.
that drive successful online automotive
12 www.sellingsuccessonline.com
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MichaelYork
sales and training solution
The Wisdom of Wealth
and Other Money Lessons
Making Money: It’s If you’ve already passed one of these
what most people work milestones, there’s still time to invest in YOU.
for, say they want, and Your time, your study, and your money; it’ll
it’s the closest thing to pay off in a big way.
a goal most individuals
will ever get to in their How Can YOU THINK differently?
lives. But “making money” is illegal, unless That’s the challenge. You can think
you work for the government. differently by asking better questions and
find bigger answers.
The mint makes money. You and I
exchange. Let’s start with this question: What does it
mean to “be rich?” There’s great thinking
We exchange our time, our talents, our skills, and instruction on this one, going all the
and our services - something of value - for way back to Napoleon Hill’s classic “Think
compensation. and Grow Rich,” to the more recent “Rich
Dad, Poor Dad” series of books by Robert
We trade value that the marketplace, and Kiyosaki.
individuals in it, will gladly pay for. Money
is something we attract by the person we It’s classic wealth wisdom. It’s the cold
become. Value is something we create to mountain stream in a sea of “money-
receive payment from the marketplace. making-get-rich-quick” books and tapes and
infomercials.
Create Value.
How are you creating value where you In Hill’s book, he discusses several ways of
you are his cure work? What are you exchanging your time becoming “rich,” and allows you to choose
for every day? the one that you can live with, and the ones
you can live without. It will challenge you as
When you create value, you can trade it a reader and a student.
for bigger rewards. That’s what happened
centuries ago when trappers trapped and To replace poor thinking and strategies with
farmers farmed and hunters hunted, and then rich ones - the ingredients in becoming
exchanged what they could do potentially wealthy are readily available, and even more
Juvenile Diabetes better than anyone else in the marketplace readily available to any of you reading this
for other goods, or, yes, even cash. living in America, the richest country - and
affects millions
Mary Tyler Moore
marketplace - in the world.
International Chairman and causes long- Cash flows (that’s why it’s called “cashflow”)
term complications like blindness when value is exchanged. Create greater No matter where we are in our journey, most
value with your time. The marketplace will of us still need to be reminded from time
and kidney failure. Not to mention
notice and write you bigger checks. And you to time about the fundamentals of thinking
pain and worry no kid should have won’t keep looking for some shortcut that richly. It’s uncommon thinking. Though
to live with. But we’re closer than turns into a detour when it comes to your there are many teachers, and many lessons
ever to a cure. Your help makes life- better future. that have been around for hundreds, even
thousands, of years, we have become the
saving research possible.
Think personal development, and think kid in the candy store in the land of instant
Call 1.800.533.CURE or visit about this: According to the U.S. Census gratification.
www.jdrf.org. Bureau, here’s about how much money you
can expect to “make” in your lifetime with Debt is public enemy No. 1. Debt is marketed
the following degrees: to us daily. And contrary to popular thinking,
debt in and of itself is not bad. Actually,
• High School Diploma: there’s good debt and bad debt. Money
$1,100,000 works. And it works better with leverage.
• Bachelor’s Degree: But how many people actually understand
$2,100,000 good debt and leverage?
• Master’s Degree:
$2,500,000 Many people say they want or wish for
• Doctorate: things to be better, but they never take action
$4,400,000 to become better in their thinking or working
14 www.sellingsuccessonline.com

13. continued
or investing. Wanting and wishing are Working at a job is not one of the principles
common; seeking wisdom and taking action of the wealthy, at least not for arriving there
are uncommon. or accumulating wealth. Many wealthy
and affluent individuals still have tasks
What If, by Faith and Fortune, You Never and projects and work they do on a regular
Had to Worry About Money Again? basis, but it’s usually not how they came
What is, or what would be, your quality of to be wealthy. They studied the laws and
life and your contribution to mankind in the principles of wealth and applied them. So
absence of fears, doubt, worry and negative why can’t you?
emotions?
Here is wisdom: Profits are better than
In psychology, money is referred to as a wages. Wages are not the answer to the
“deficiency need,” meaning when you have wealth question. Commissions are better, but
enough money, chances are you don’t think, still not enough. J-O-B is not a rich strategy,
or worry, much about it. But when you have at least not a job alone. But even if you are
too little, it is easy to be consumed with now working on a job, are you also laying the
almost continual thoughts of, not money, but groundwork for your financial independence
a lack of money. in some other way?
Ancient wisdom says “the LOVE of money Work harder on you than you do on your
is the root of all evil.” job; that’s a rich formula for attracting better
things into your life.
Is it love, or could it be a form of love, to
think about it all the time? Wishing for Friday When it comes to financial things, many of us
(payday) to come? Worrying that there won’t feel inadequate. I know the feeling. It’s why
be enough to go around or any left over? The I’ve tried to learn from others around me who
LOVE of money is not reserved for the rich. are very good at financial fundamentals and
In fact, I believe it’s largely the opposite. thinking big thoughts. Anyone can read good
books and get better ideas and strategies for
Money has no power of its own. All their life. Reading is a rich strategy.
the power flows – to you, from you or
through you. And the good news is that it’s available to
most everyone. It’s easy to do, but easier not
The laws of money transcend economic to do. And that’s the option that most people
conditions, meaning simply there have been choose.
wealthy and affluent individuals throughout
history and a study of almost any time period Watching TV is easier than reading to learn.
shows that they arrived at or acquired wealth Complaining is common. Libraries are free
in many different ways, but with many of the and reading is easy - rich strategy or poor
same principles or laws working for them. strategy? How many of each can you identify
in your life?
Webster defines “wealthy” as “richly
supplied,” as in “a wealth of knowledge.” As The study of wealth - sounds appealing
long as we’re in the dictionary, how about a doesn’t it? Surely goals must be involved.
couple of bonus words? And if you’re involved in any study, there
must be some homework assignments,
WORTH: “The quality of something that right?
makes it desirable, useful or valuable. To the
utmost of one’s powers or ability (for all he’s Here’s your next assignment (should you
worth).” choose to accept it): Find out more on
wealthy wisdom and rich thinking. E-mail
AFFLUENCE: “Wealth. Abundance. A me for my “short list” on my personal study
flowing toward.” Can you see that definition? of wealth. Until then, here’s to getting more
Wealth and abundance flowing toward rich strategies into your life.
– you?
Since you’re reading this, I’m guessing
you’re an uncommon individual and aspiring
Michael York is an author and professional
for something more than you have now - a speaker. He can be contacted at
station or position beyond where you are 800.668.5015, or by e-mail at
now, with an interest in becoming more than myork@autosuccessonline.com, or visit
you have been in the past. www.MichaelYork.com.
october 2006
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HeatherConary
Key Performance
marketing solution
Indicators, Part 3
In the past two issues of sites are giving you good referrals, and calculating which sites are most relevant to
AutoSuccess, I began which are not worth your investment. a user’s search, there are several common
a series of articles denominators, including:
on Key Performance Tracking the trends among your traffic counts • The copy on the Web site
Indicators (KPIs). is also helpful. For example, if you had low • How many other Web sites are linked
These are gauges you traffic from a particular local newspaper site to the Web site
can use to determine how well your Web site one month, and you decided to change the • Meta tags, which are hidden to users,
is performing. creative content of the ad at the end of the but provide valuable content to search
month. If, at the end of the next month, your engines
To calculate these KPIs, you will need a set traffic has increased from that site, it may be
of your statistics from your Web site. There due to: Depending on your statistics package, you
are many different statistics providers out • More relevant creative content in the may have a “Search Terms” report. In this
there (Urchin, CoreMetrics, WebSideStory, newer ad report, it shows a breakdown of how often a
and proprietary solutions.) If you need help • A better offer in the newer ad visitor made it to your Web site based on the
finding the measurements referenced in my • A more relevant offer to the audience term(s) he searched for at the search engine.
article in your own statistics package reports, who saw your ad
feel free to e-mail me. Using this breakdown, you can see which
You may also see a count designated as “no search terms are generating the most traffic to
Analyzing Incoming Traffic referrals.” A visitor may be counted as “no your site, as well as any potential problems.
With a walk-in customer, a good sales person referral” for one of following reasons:
will qualify the lead, asking “Have you • The visitor typed in your Web site For example, if your dealership is Joe’s
looked at any other dealerships?” or “Have address by hand Quality Cars, most people would assume
you been shopping already?” The answers to • The visitor bookmarked your Web site that your Web site is www.joesqualitycars.
these questions will give the sales person a and returned to it from there com. However, if you use www.joescars.
good idea of where the customer is coming • The visitor had visited your site before com for your Web site, you may see searches
from, as well as any objections they may and it was in their “Recently Visited for “Joe’s Quality Cars” in your search terms
have. It may also reveal whether they are Sites” or “History” list report. This is a good indicator that visitors
sensitive to price, service, location or any are not familiar with your Web site and are
other host of preferences. Similar to this, it A high “no referral” count may indicate: using a search engine to find you.
is important and helpful to know where your • Your dealership’s Web site address is
online traffic is coming from. well-branded, and visitors are familiar You may also see that some visitors are
with it finding you by the warranty or insurance plans
To calculate this metric, you will need the • A visitor may have already been to you offer. If you are getting low numbers for
following measurement: your Web site and remembered your those terms, but some visitors are finding
• Referrals name you through them, you may consider adding
more content about the plans. This makes
Depending on your statistics package, your Dissecting Search Engine Traffic your Web site more valuable to a search
referrals report will most likely include the Some of the most popular search engines engine.
source and number of visitors from that include Google, Yahoo and MSN, although
particular source. there are many smaller ones as well. Search Search engine marketing refers to the ads
engines drive traffic to your Web site in one at the top and the sides of search results.
Some referrals you may find: of two ways: These work on a paid basis. You can use
• Search engines (Google, Yahoo, MSN) 1. Search engine optimization (also your keyword analysis to help you determine
• Lead aggregators (Dealix, AutoTrader) called “organic SEO”) which keywords your visitors are looking for
• Auction sites (eBay) 2. Search engine marketing (also called and use them to help you determine which
• Local sites (newspapers, radio “paid SEO”) keywords to place bids on.
stations)
• Employment listing sites (Monster. A search engine uses automated software Next Month: More of using your KPI
com, Careerbuilder.com) to categorize and filter Web sites. This is analysis to make improvements to your Web
• Manufacturer Web sites (Toyota, Ford, considered search engine optimization (or site based on good decisions.
Chevrolet) organic SEO), meaning that it is based on
the perceived relevance of your site, not
Heather Conary is a Web developer at
These counts give you a good idea of where how much you have paid for the search Downeast Toyota-Scion-Buick. She can
your traffic is coming from. Using this gives engine listing. Although each search engine be contacted by 866.386.4914 or by e-
you some concrete evidence on which Web has their own proprietary algorithm for mail at hconary@autosuccessonline.com.
16 www.sellingsuccessonline.com