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1. AutoSuccess Best Practices Summit III Details Page 4
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4. Dean Evans David Kain Darren Sean Scott Joseph
Vice President of President, Kain Haygood WolÞngton President & CEO,
Marketing, Dealix Automotive Inc. Director of CRM & Owner, BZResults.com J&L Marketing, Inc.
Internet & BDC Training Internet Sales, Lokey
Automotive Case Study: How Case Study: Johnson
You will learn: Specialist to use BDC/Internet
Case Study: Lokey City Honda: Sells 65
- Internet Marketing that departments to sell
Automotive Group extra cars a month
generates high quality You will learn: 100 - 500 extra cars a
triples Internet sales - by and grosses increased
leads - Mapping out the best spending less! month. $1,300 per car
- Maximizing lead Internet sales process
You will learn: You will learn:
generation from your - E-mail templates for - DeÞne your dealership’s - Setup a successful You will learn:
Web site the best short and long- CRM strategy. BDC vs. BDC/Internet - How to add 33% to
- Maximizing third party term communication dedicated personnel department your bottom line and not
automotive sites - Phone script elements - Maximize your ROI, - Use the Web to increase ad budget
ignore the hype and start promote all your proÞt - How to grow your
- Metrics that matter that turn leads into realizing real results
- Focus on return on appointments centers customer base
- Achieve higher gross
- Use the Web to drive - How to increase your
investment - Recruiting, hiring and than with your walk-in
customers showroom & phone average gross per unit
compensating for results trafÞc
- Achieve 20 percent - How to increase
Closing ratio & 20 - Sell old stock, vehicles purchase frequency plus
percent retail mix & parts inventory customer residual value
- Turn leads into phone - Use e-mail marketing
ups - phone ups into to drive more trafÞc for
appointments zero cost
Steve Hiatt Keith Latman Jasen Rice Chip Perry Jim Adams
Dealers & Managers Only!
Owner, Mountain CEO & Co-Founder, Internet Director, Lou CEO and President, General Manager,
Mitsubishi iCarMagic Fusz Automotive Roper Kia
AutoTrader.com
Case Study: How to
increase your net by half
a million in a year.
Case Study: How
to avoid the smoke
Case Study: Ranked
#17 in Total Internet
Sales for dealer groups,
Internet Advertising Honor Your Two days of intense learning.
Dramatically improve
and mirrors and use Best Practices Commitments: The
You will learn: Internet departments
technology to increase Þve things we owe our
- Evaluating personnel, generate upwards
your bottom line sales staff
of 20%-40% of the
your results.
the lazy or content ones You will learn:
- Continually train You will learn: dealerships total - How AutoTrader.com’s
everyone: Front end two - How to use software business. top performing dealers You will learn:
times a week, Þxed end tools to merge the You will learn: get their outstanding - How to understand that
once a week Internet & Showroom into - Marketing to today’s results opportunity generations
- Put in controls. Move a cohesive opportunity Internet consumers are the key to success
over aged inventory in - Internet Department’s - Take home
- How to manage lead
new, used and parts steps and processes to examples of effective - Individual goal setting
providers and Web site
- Forge a deep trafÞc to bring on real the appointment/sale merchandising you - Managing activities
relationship with your ROI & not just hype - Gaining revenue in the can put to bring results
manufacturer to help get - When technology can Þnance department and immediate use - Daily one-on-ones: The
correct inventory, ßoor help you and where it getting them to become key to success
line and capital can hurt you more atoned to the
- Your selling attitude:
- Praise every - E-mail prospecting Internet customer
improvement in sales pitfalls, how too much - Meeting and exceeding Mirroring behavior
goals, certiÞcations, etc. of a free thing can hurt Internet customers - Building your dealer
out in public your store expectations brand
MGM Grand
Las Vegas, Nevada
November 3 & 4, 2005
Randy Barone
Vice President of
Robert Revere
CRC Director, Avondale
Kevin Root
VP & GM, Dealer
Jennifer
Picheco
Erik Stuttz
Vice President of
Consulting, STC Group
Limited Seats, Register Today!
Sales, American Auto
866.317.7914
Auto Group Advisory Service, The Director of
Exchange Inc. Cobalt Group e-Commerce, Germain Case Study: Paragon
10 Must Haves for Motor Company Honda & Acura uses
Case Study: Transition CRC to sell 106 extra
Today's Used Vehicle Case Study: Processes
Department from Internet BDC to Case Study: Germain cars in one month.
the top 20 dealerships
modern day CRC Motor Company’s You will learn:
You will learn:
Case studies from successful
use to convert more Internet department
- Sales people, the leads to sales - How we increased our
sells over 200 cars per leads and increased
right number and the You will learn:
month - here is our our closing ratio from 7
dealerships across the country.
right type - Lower compensation You will learn: secret percent to 25 percent
- How to achieve a 50 percentages
percent closing trade-in - Use the top three - How to evaluate the
- Lower overhead key success drivers to You will learn: different CRC models
ratio
- 100 percent convert leads to sales - Dedicated vs. to choose the one that
- What to list online for
Designated works for your store
maximum results accountability - Avoid the three most - The pricing fear factor
Class room style seating only
- How to eliminate common mistakes that - How to staff your CRC
- Higher results - Are you really listening - How to build out &
wholesale loss kill sales to the customer? overcome obstacles to
- What to stock (80
- Maximize your lead - Third-party leads...
$695 in advance, $995 after
percent of inventory creating a successful
volume Why not? CRC
turning in 22 days
- Respond to leads - Move forward or move - Best practices for
or less)
on - Our follow-up
October 5, 2005.
- Best practices of some - Drive for appointments turning leads into
schedule appointments that show
of the largest dealers - Focus on processes - Measure, track and and appointments into
and dealer groups in the that deliver results feedback sales
country
Speakers and times subject to change

5. SUMMITIII
BEST PRACTICES
LEADERSHIP • INTERNET • CRM • MARKETING • BDC • SALES
Call today to register. toll free 866.317.7914 web www.autosuccess.biz

6. 8
Three Powerful Words to Sell More Effectively BrianTracy
INSID Cleats and a Helmet
Why Create a Follow-Up System
Stop Being a Victim
9
10
12
SeanWolfington
ChrisHanson
AnthonyHall
With New Software 13
Dealer and Lenders Experience Leading-Edge Advantages RandyBarone
The BIG Lie of Selling
14 MichaelYork
Creating the Championship Mentality
16 ChrisAlford
CRM Keeps Getting Better, Faster and More Powerful
18 MarkStrong
What Does it Take to Sell an Extra 100 Units per Month
20 BrianBenstock
Hire Quality People by Asking Quality Questions
22 TomGegax
To Price or Not to Price
24 PaulAccinno
Your Daily Check List
26 JimAdams
Administrative Personnel are Important, Too
27 CarolMartin-Ardell
Quotations to Think About
28 ScottJoseph
The Five Keys to Success
30 MarkTewart
Everyone Wants to be a Champion
31 TonyDupaquier
Managing Your Lead Sources for Optimal Quality
32 DaivdKain
Fake Smiles vs. Real Smiles
34 PattiWood
Exodus 34:2
“Be ready in the morning, and then
come up.”
3411 Pinnacle Gardens Drive Louisville, Kentucky 40245
! Toll Free: 877.818.6620 " Facsimile: 502.588.3170 Isaiah 41:13
Patrick Luck, Editor & Publisher “For I the Lord thy God will hold thy
• pluck01@autosuccess.biz right hand, saying unto thee, Fear
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• sgivens02@autosuccess.biz
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• chill-paris04@autosuccess.biz
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• brian01@autosuccess.biz
God Bless America
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• twilliams03@autosuccess.biz
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8. BrianTracy
Three Powerful Words
to Sell More Effectively
There are three The first is “feel.” For example, “How do or “How do you feel about leasing?”
powerful words that you feel about that?” is a very easy question
you can use as you to answer. It is almost impossible not to The second, and even more significant word,
proceed through the express a feeling when asked for one. A is “think.” When you ask, “Do you think this
sales conversation in few other questions to gain an emotional would be better than what you’re currently
order to have the most response from your prospect are, “How do driving?” you are asking the person to take
successful results. you feel about shopping for a new vehicle?” a much more definite stand. People are
sometimes a bit more hesitant to answer a
“think” question but they are much firmer in
defending their position once they have.
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
definite and specific of all. When you ask,
“In your opinion, is this the best choice of
vehicle for what you want?” you are asking
the prospect to take a definite stand.
Carefully
phrased
questions
are powerful
tools in every
part of the
sales process.
Once a person has stated his or her opinion
on a subject, they are locked into it. The
person almost always will defend and justify
their decision rather than change it. Carefully
phrased questions are powerful tools in
every part of the sales process. The more of
them you have and the better you use them,
the more competent you will appear and feel,
and the more sales you will make.
Use feel during the early part of your
sales conversation. Focus on getting good
information rather than trying to sell. Second,
move to asking questions using the words
think and opinion later in the conversation
when you want a definite answer or you are
moving to close the sale.
Brian Tracy is the chairman and CEO
of Brian Tracy International. He can be
contacted at 866.300.9881, or by e-mail at
btracy@autosuccess.biz.
8

9. SeanWolfington
Cleats and a Helmet MEET YOUR NEW
“I’ve got the cleats skills to a technology whiz.
E-PLOYEE...
and a helmet, coach … • Create a profile and clearly defined job
take me to the Super description for each position within the
Bowl!” Yes, it’s true department. WORKS 24/7 WITHOUT A
that you need a pair of • When lead volume increases (or when
cleats to play, and if you want to reduce your a player gets benched) be prepared to
SICK DAY OR VACATION!
chances of getting hurt on game day you’d bring on additional staff.
better wear a helmet and some pads. But, are • Rely on a digital marketing system that
cleats and a helmet enough to take you to the automates much of the process - handle
Super Bowl? No way. more leads with fewer people.
The most successful eDealers in the nation Web site & CRM Tool: Equipping the
have figured out that cleats and a helmet Team with the Best Gear
may get you off the sidelines and into the • Post the content customers want.
game, but equipment alone will not take you • Design it so it’s easy to use.
to the Super Bowl. A winning team is like • Keep customers online with highly TIMEHIGHWAY.COM replaces
a successful dealership: The owner defines interactive functionality. telephone-based scheduling with
his or her strategy, recruits the right coach • Use compressed multi-media animation internet technology that enhances
and players, equips them with the right gear so the site is fast, even when viewed at the effectiveness and customer
and follows a playbook to carry the ball over 56k. satisfaction of your dealership.
the line. Let’s see how the football analogy • Focus on results: A lead and a sale! By scheduling appointments
plays out: • Measure your conversion rate. Average directly through your web site,
sites convert 2 percent of visitors - aim your customers make conÞrmed
Strategy for 10 percent to 25 percent. appointments instantly without
• Define your Internet marketing strategy • Save time with technology that call-backs. TimeHighway.com
and budget to attract traffic to your site automatically updates data. puts your service department’s
and your showroom. schedule on your web site,
• Define the staffing model and the most Process: Create, Practice and Master a making it possible to schedule
effective pay plans to drive results. Winning Playbook appointments 24 hours a day, 7
• Create a detailed eCRM business • Define a process that incorporates days a week, from anywhere.
plan with clearly defined actions and proven best practices.
timelines. • Train your team on the skills needed to
• Ensure healthy gross profits by clearly set appointments and sell cars. • Your 24/7 Revenue
defining your pricing philosophy and • Make them practice until they puke! Building Tool
strategy. • Save time and increase efficiency with • EfÞcient and Simple to Use
• Use e-mail marketing to promote your customer management tools that can
dealership. automate parts of your process and free
• Automatic ConÞrmation
• Leverage search engines and online your people to sell more cars. and Reminder Emails
relationships with regional sites so • Use the reports to identify problems • Cost Effective: Only 54
customers can easily find you. and opportunities to continuously
• Leverage your traditional media to improve the process and the results.
cents an hour
promote your Web address.
You wouldn’t try to get to game day with For More Information Contact
People: Build the Team nothing but cleats and a helmet, so don’t Karen Dillon at 800.901.3054 or
• Determine the right number of people kid yourself into thinking that your Web site kdillon@TimeHighway.com
to staff the Internet Department or alone is all you need to compete in the car
Customer Relationship Center (CRC). business.
• Document and implement your process
for recruiting, hiring and training.
• Define the skills and talents you’re 5633 Strand Blvd, Suite 302
Sean WolÞngton is the owner of Naples, FL 800.901.3054
looking for and remember that it’s BZResults.com. He can be contacted at www.TimeHighway.com
easier to teach technology to a great 866.802.5753, or by e-mail at
sales person than it is to teach sales swolÞngton@autosuccess.biz.
september 2005
9

10. ChrisHanson
Why Create a Follow-Up System
Most people, when details on how to follow up with customers. they like? They have bought from you before
asked why they They said their customers tend to shop around and they like you. And if a year hasn’t gone
purchased their car, more. They tell me that in the past you could by they even remember your name. You can
said they did so just expect them to come back in but now concentrate on finding the right vehicle and
because they liked they really need to stay in touch with their having fun, and you even made some money.
the sales person. Not the dealership, the customers and create a follow-up system. And they like you so much that they send
sales person. So why is it that 82 percent of you referrals, and those of you who deal
customers couldn’t even remember their sales with referrals know how easy they are to
person’s name a year after the sale? What I have a sequence deal with.
happens from the day they buy their new car of thank you notes,
and then a year later? Don’t you think that if
video e-mails, phone How Often?
they liked the sales person that they would I contact my sold customers every 45 days.
like to purchase their next car from them calls, a quarterly Unsold customers are much more time-
as well? Let's take a look at what happens newsletter I send in sensitive in the beginning and then every
and what we can do to keep our customers the mail, a monthly 45 days after that. I have a sequence of
coming back because it takes more than just
a phone call and a thank you card.
e-mail newsletter, a thank you notes, video e-mails, phone calls,
a quarterly newsletter I send in the mail, a
personal Web site monthly e-mail newsletter, a personal Web
New Sales people they can visit and I site they can visit and I send them different
If you’re new in the business, the number send them different unique notes. I have a very exact system that
one reason to create a follow-up system is I follow, one for sold customers and one
to build a successful business because you unique notes. for unsold customers. Because of this my
don’t want to live on “ups”. And don’t look customers never forget my name but how
over at Mr. 20-Year-Veteran, Joe Sells-a-ton- You just can’t leave your follow-up to hit could they? And do I get referrals? You bet!
of-cars, and think, “I can’t wait until I’ve and miss, you need a system. One that is the
been selling for 10 to 20 years.” You don’t same with every customer no matter what. If you develop a follow-up system and use it
have to wait. If fact, many of those sales with every customer you will sell more cars,
people are losing business everyday because A Sold Customer Follow Up System and have more fun, make more money and start
they don’t follow up correctly. How do I an Unsold Follow Up System. to take less ups.
know? Because I receive e-mails and phone Let's look at some other reasons we should
calls every month from them. Times have have a follow-up system: If you need help in developing a system or
changed; there are tons of choices out there. would like to find out more details, please
Makes, models and other sales people going Fresh Ups contact me and I’ll help you get started
above and beyond to wow their customers. Can you say work? When you take an up so you can scrap your job and start your
that you have never dealt with before, what’s career!
Veterans that like? You need to work hard on building
Many veterans have called or e-mailed me rapport and trust. Sometimes it’s a grind and
and told me that the car business just isn’t downright tough. And where’s the money?
the same anymore and it’s affecting their
Chris Hanson with Hibbing Chrysler can
business. Even people that have been in the Repeat and Referrals be contacted at 800.901.2862, or by
business for 20 years. They are asking me for Now let's look at a repeat customer. What are e-mail at chanson@autosuccess.biz.
“I look forward to each edition of AutoSuccess because
it has many interesting and informative articles about every
phase of the automotive industry. I have been able to extract
many ideas that I have been able to use in sales meetings
and even implement in my Lincoln-Mercury store. It is by far, my
favorite automobile magazine.”
David Camposano, G.M. Germain Lincoln Mercury, Naples, FL
10

12. AnthonyHall
Stop Being a Victim
We live in a time that more than anything else equips them to litigious world, being a victim often pays.
where relentless and successfully implement change? That is an unfortunate consequence of an
pervasive change is no unhealthy belief.
longer news to anyone. It is something that is becoming increasingly
There is one important rare — a motivating sense of personal As long as we view ourselves as victims,
implication of this responsibility. That is, a deep and abiding we’re unable to change ourselves or our
situation that continues to be a challenge: belief that one is responsible for one’s own circumstances and achieve better results. It is
That we need to continually change our behavior, as well as the consequences of that not our fault that we’re not doing better, we
behavior to adapt to the world around us. behavior. tell ourselves. Someone else caused it. And
because it’s someone else’s doing, the power
Developing more effective sales That seems so basic and common, yet few to fix it and make it better is with someone
organizations always involves making people actually exhibit it. Over and over in else. We’re powerless to fix it.
changes in the company. And sooner or later, my work in developing sales people and
that means that some of the sales people and their managers, I’m struck by how many While few people admit it or even realize it
managers must make significant changes in people fail to accept responsibility for their consciously, this “victim attitude,” the direct
the way they think about and do their jobs. own success or lack of it. opposite of personal responsibility, is very
common and embraced to some degree by
What is it that empowers some people to It’s far more popular to be a victim. We most of us. This is especially true of sales
change smoothly and effortlessly, while have all shaken our heads sadly over people, who could always do better if only
getting others to modify their behavior some newspaper account of someone who something were different — something that
seems like moving a mountain? What is the commits some act of irresponsibility then someone else controls. If only we had lower
fundamental building block for individuals successfully sues someone else. In our prices, better advertising, an understanding
manager, stronger F&I. You know the litany
because you’ve chanted it.
Once you realize that most of the time
This Dude Is Bad.
the problem is yourself and your attitude,
change for the good will come. Realize
you’re responsible for your own behavior,
That's Good.
People with bad credit aren't always bad people.
your own thoughts and attitude. Once you
accept personal responsibility, you have
the power to change your success. Once
They can be really good if you again, the lesson is clear: When there is no
know how to find and process acceptance of personal responsibility, there
them. Last year we handled over is little hope for positive change. Where
2,500,000 Sub-Prime leads with there is personal responsibility, the future
our VOISYSTM Loan By Phone, holds unlimited potential.
Direct Mail and Internet
programs. We guarantee our
Your struggle to bring about significant
programs, performance and
results 100%. change in your success will depend on
Call us now and learn how the depth to which you embrace your
we can help you with responsibility to make personal changes.
Sub-Prime prospects. You'll do Your efforts to improve the productivity of
a better job and generate your sales effort will ultimately depend on
extra profits! the degree to which you accept personal
responsibility to make changes in behavior
Good is good. that will improve your results.
Bad can be awesome.
1-800-438-8642
www.voisys.com Anthony Hall is a training consultant
at Ziegler Supersystems. He can be
“We're the car guys helping car guys!” contacted at 800.610.9047, or by e-mail at
ahall@autosuccess.biz.
12

13. RandyBarone
Dealers and Lenders Experience
Leading-Edge Advantages
Turn Your
With New Software Internet Leads
Relationships that to help bolster a dealership’s credibility into Showroom
automotive dealers
have with key lending
among customers.
Appointments...
institutions have a Boosting Dealer ProÞtability – and Saving
tremendous impact on Lenders Time and Effort
dealership success in Another tremendous advantage the auto-
any given market. That’s why new lending- lending industry and dealerships enjoy
related software has become a “must have” with new dealer software is the instantly
tool in the industry. Dealers who have the generated inventory book difference report.
most up-to-date software available to help The report allows an F&I manager, or one
facilitate the lending process have a strong who works with pre-owned vehicles, to
competitive edge. Now, more than ever, it instantly view inventory at any percent of
is important for dealers to provide the right book loan or trade value (i.e. inventory cost
tools and information lending institutions against 110 percent of Black Book trade-in).
need to make fast, accurate and profitable From a dealer’s perspective, the software
loan decisions. Innovative new software factors in the need for making a profit on
programs do just that. the transaction. It also identifies the exact
inventory that you can sell to consumers to
Enhancing the Appraisal Process on Pre- absorb their current loan deficit, ensuring an
Owned Vehicles acceptable profit. This saves customers time
The benefit of new software systems in that they aren’t looking at vehicles they
begins right at the appraisal stage, when a can’t purchase. From a lender’s perspective,
pre-owned vehicle is brought to a dealer the process saves tremendous effort because
as a possible trade-in. The new software time isn’t wasted trying to arrange a loan for
provides dealerships with valuation and which a customer won’t qualify. These tools
reveals how much lending companies are also save finance personnel from working on
willing to finance a particular vehicle. deals that should have never made it to their
Knowing upfront that a particular vehicle office.
can be financed, and at what loan amount,
enables dealership personnel to make better One of the benefits most often cited by
inventory management decisions. Vehicles lenders who’ve experienced these software
that have potential glitches in obtaining systems is that they provide dealers with an
financing can be immediately recognized accurate, streamlined process for storage
and avoided, while more profitable vehicles and delivery of book information. Book out
can be identified and added to inventory to sheets are created by the system and inserted
help dealers turn their inventory faster. into deal jackets to document a vehicle’s
Guaranteed...
valuation at the time of trade.
The software also helps establish the credit
score that a potential customer needs to
obtain a loan. This vital inside information
The adage “time is money” is especially
true in the automotive industry. With new or
helps facilitate the purchase once a customer
decides to buy the vehicle. These tools also
software programs on the market, now there’s
more opportunity than ever for dealers to use You Don’t Pay!
identify credit-challenged customers sooner. their time wisely – especially regarding
appraisal and purchasing processes. Now
Improving Inventory Management they can be faster and easier. The result?
In terms of current inventory, contemporary More efficient and financially beneficial Call today for a free estimate
programs enable dealers to identify which transactions for the customer, dealer and on implementing
cars and trucks on their lot are priced below lender. the TIMS system in your store.
the value that lenders will finance. This way,
they know exactly which vehicles need to
move, so they can get on with the business
of maximizing profit. Also, dealers can Randy Barone is the vice president of
obtain a water report with just the click of a
sales at American Auto Exchange Inc., a www.worlddealer.net
subsidiary of JM Family Enterprises. He e-mail: info@worlddealer.net
mouse. Ensuring that the price for a vehicle can be contacted at 800.901.3017, or by 866.429.6826
aligns with book list value is a surefire way e-mail at rbarone@autosuccess.biz.
september 2005
13

14. MichaelYork
The BIG Lie of Selling
It’s been talked about boring blah, blah, blah … that they will, of do you suppose remnant space is priced?
for 100 years: closing course, need to think about. How can you Bargain basement. Close-out. Fire-sale. No
the sale! Sales trainers stand out in a marketplace today of sales- profit. And this staff had conditioned lots
have made buckets sameness? How do you establish yourself of advertisers to wait for this remnant sale
of money teaching it as a professional selling performer? How every issue. Not only did the advertisers buy
to sales people who skilled are you at asking questions that set the space at deep discounts, but by waiting
couldn’t make much money with it, but made you apart? How well do you listen? How until the close of the issue it created a
lots of prospects angry doing it. It’s closing. do you create real value for the customer? chaotic condition for production to finish the
How do you feel when you get “closed”? How can you position yourself as a resource magazine, turn out proofs, etc. In three days
The alternative-of-choice close. The sharp- to them and to the organization? Welcome each month they were selling any profits
angled close. The impending-event close. to “The Now Economy.” Where no one that had been created the first 27 days of the
The “about-how-much-too-much” close. cares about how good you used to be. What month and conditioning the market to resist
Close early and close often, they’d say. Do customers are asking now is “How good will the published rates in the knowledge that the
whatever you have to do. Say whatever you you be next week?” fire-sale would soon arrive … again.
have to say. Do that “hoodoo” that you do so
well. Just bring back a signed contract! This marketplace is all about thinking No profits. No making goals. But lots of
and performing differently when it comes sales were made in those final few days.
It’s not about closing (if it ever was). In to selling. Selling is all about “revenue Sound like an employee discount sale? One
“the show” it’s all about opening! Opening generation” and revenue generation is more day soon it has to end. Then what? Selling
doors and opening relationships and opening than just selling. Confused? Don’t be. When Lesson: All sales are not revenue generation
minds to change. you think like an owner you will know that for the company. Over the next 12 months,
profits are better than wages. Profits are we set nine of the top 10 advertising records
Become known as an opener. A professional better than sales! That means when you sell in the 20-year history of the organization.
interviewer looking for permission to something, you should know how you, and
proceed. It will separate you as uncommon, the organization, will profit. What’s the gross That’s why I say it’s not about sale training!
not like all the other plastic pretenders who profit? Is it good business for the company It’s about understanding and creating revenue
are only interested in “what will it take to get (and you) or is it just a sale? generation company-wide. Not only did we
your business today?” Pulleeezzze … . have to change the mind and actions of the
After taking over a sales operation at a media sales team, but I had to win back credibility
How long will you have it even if you get company a number of years ago, I met with and trust from editorial and production and
it? Believe me when I tell you someone will a group of experienced selling professionals management and other departments who saw
be asking the “what will it take” question as who had not made a sales goal in 18 months. what sales had become.
soon as you leave or your prospect does. Get When I asked them why, they had a great
better or get used to getting beaten by better list of reasons. Which soon began to sound Any sales trainer could have come in there
questions and better performers. like a list of excuses, and at the top of that and taught them how to sell more, and
list? “Our goals are unrealistic!” And what without changing some of the infrastructure
do you base that on?” I asked. “Simple. We they would have sold themselves into
Prospective
haven’t made goals in a year-and-a-half!” oblivion and continued to lose trust all over
Oh. So that’s how it works. The inmates the building and the marketplace.
buyers … will rationalizing the asylum.
nod and appear
Think profits. Think better questions. Think
My job was to create understanding that the opening not closing … think! Opening the
to be listening goal is the target and what was unrealistic
was “the how.” How they were doing it
show is a big part of closing any transaction
and making sure the customer experiences
while you deliver was not only not going to get us to goal, value and a great feeling about his or her
another boring moreover it was killing profits when they did
sell something.
decision to buy.
blah, blah, blah For my short list of other selling myths
… that they will, For 27 days or so each month they struggled
to sell advertising, usually what could be sold
and more selling truth, e-mail me. To your
uncommon success.
of course, need to by default. In other words, it was a specific
think about. issue or time of the year when the advertiser
or agency had already decided to be in the
Michael York is an author and professional
magazine no matter who the sales person speaker. He can be contacted at
was. Then the last three days of the month 800.668.5015, or by e-mail at
Prospective buyers will nod and appear became a mad scramble to sell the space left myork@autosuccess.biz, or visit
to be listening while you deliver another over, or what’s called “remnant” space. How www.MichaelYork.com.
14

16. ChrisAlford
Creating the
Championship Mentality
“If you don’t control making, gives you irritable bowel syndrome The way we talk determines our level of
your mind, someone and makes you eat Rolaids. Before you success.
else will.” realize it, systems break down, short cuts
- John Allston abound and mediocrity establishes itself as When we say, “I’ll try to study more,”
a lifestyle. or “I’ll try to work on my technique,” or
It’s simple. The secret “I’ll try to sell one today,” chances are we
to success balances between two circles. It is impossible to grow or succeed when will fail. Why? The word “try” is an open
Filled with unseen power, these circles you operate in the circle of things Beyond door that always offers the user an out. For
wield their might as sure as the universal Your Control. Unfortunately, this is where example, if a client says, “I’ll try to come
law of gravity or the cycles of nature. Each most people spend the bulk of their time. back Thursday,” we know from experience
circle functions independently, and each BYC is less demanding. It allows us to try to it is not going to happen. True Champions
circle creates its own outcome. Nature get things done without actually producing don’t “try” to study; they study. Winners
decrees that you can’t occupy both circles results. Here, we can safely wish that things don’t “try” to work on their technique; they
simultaneously, but you must be in one at all would change and that outcomes were better. work on it. Power’s mantle rests on the
times. Call these circles BYC and IYC. Champions know it. Wishing is easier than shoulders of those who replace “I’ll try”
working. with “I will.” Say it like you mean it. Be
determined to achieve your goals.
Nature decrees Understanding IYC
The championship mentality lies solely in the Step Three: ACT with Purpose
that you circle of things In Your Control. While BYC Actions speak louder than words. Execute a
can’t occupy holds thousands of things, IYC consists of
only three things:
hand-written, activity-based action plan at
the start of each day. Include professional
both circles objectives as well as personal goals. Be
simultaneously,
The way you think. specific. If your goal is to improve customer
The way you talk. delight, be careful of vague, hand-written
but you must The way you act. goals like, “I will send out some thank you
notes this week.” Let your actions speak!
be in one at all The secret to this circle is its simplicity. Frank Hand-write a list of specific things you will
times. Call these
Outlaw demonstrated his understanding of do and make that goal a reality. “Today I
IYC’s power when he said, “Watch your will write 10 thank you notes to customers
circles BYC and thoughts; they become your words. Watch
your words; they become your actions.
I talked to, but did not sell.” Writing out
your goals does take time, but the process
IYC. Watch your actions; they become your of writing them creates momentum. Donald
habits. Watch your habits; they become Trump says, “Written goals increase your
your character. Watch your character for chances of success by 99 percent.” Like
The BYC circle holds everything that is it will become your destiny.” Focusing on a welder’s torch cutting metal, the simple
Beyond Your Control. The IYC circle the way you think, talk and act means goal act of writing down your goals in specific
contains the things In Your Control. Neither completion and successful results! language focuses your energy into purpose-
circle discriminates against anyone, but the filled activity.
variables inside can either create or destroy a Cultivating IYC
championship mindset. Step One: READ with Intent It’s your choice: BYC or IYC. You can allow
Readers are leaders. Reading stimulates people and events Beyond Your Control to
Understanding BYC thought, and thought dictates action. If you dictate a life of inaction, frustration and
Inside the circle of things BYC, there are want to improve your leadership skills, read regret, or you can command your own
thousands of things: weather, taxes, factory how great leaders improved theirs. If fear destiny in the circle In Your Control. Harness
programs, interest rates, co-workers, hot- has you paralyzed, read a book on how to your thoughts, and keep them moving in the
headed customers, governmental policies overcome it. Perhaps the skillful use of body right direction. Feed your mind the highest
- you name it. language will help you to put your clients quality information you can find. Fill your
at ease. Find out how to do it in a book. speech with words reflecting your level of
There is nothing championship about Reading plants the knowledge of the ages in determination, and act out your plan. Think
standing in the circle of things Beyond your head. Champions make time to study like a champion. It’s just that simple.
Your Control. By its very nature, the circle their craft. Reading is preferable; however,
of things Beyond Your Control blocks if time is short, grab a motivational CD or
creativity and diverts success by wasting a book on tape and listen to it during drive
focused energy. In addition to gossiping, time. How you do it doesn’t matter. What
griping and complaining, people operating does matter is that you do it. Chris Alford is the president of Motivate
in this circle worry about things over which America and Chris Alford Concepts. He
they have no power. Worry splits teams, Step Two: TALK with Determination can be contacted at 866.881.9315, or by
breaks relationships, clouds your decision- Talk follows thought and determines action. e-mail at calford@autosuccess.biz.
16

17. Ever wonder
where your customers
go when it’s time
for another
new vehicle?
Stay with us and they’ll stay with you. When you put your customers in a Chrysler Financial lease or contract, you’ll get their
business again. Because everything we do is aimed at delivering the customer back to you. From customer retention and capital loans to
floorplan programs and training, our people, products and services are solely dedicated to helping you sell more vehicles. We’re so completely
invested in your long-term success, it’s no wonder more Chrysler, Jeep and Dodge dealerships choose us as their financial partner.
®
Chrysler, Jeep and Dodge are registered trademarks of DaimlerChrysler Corporation. Chrysler Financial is a member of the DaimlerChrysler Services Group.

18. fs feature solution
MarkStrong
CRM Keeps Getting Better,
Faster and More Powerful
For those not familiar with CRM systems, in today’s highly competitive automotive needs and sell that customer a vehicle. In
these computerized programs help dealers retailing environment. The goal should be to essence, that is what customer profiling is
maintain ongoing relationships with integrate the operations of all a dealership’s all about: creating an exceptionally detailed
their customers by providing automated departments in such a way as to turn virtually history of each customer. It must be within
reminders, customer follow-ups, every department at a dealership into a profit the dealership’s ability to access the details
appointment scheduling and so on. The center. There are three major operational in its customer profile database that enables
most capable of these programs are tightly areas in CRM: campaign marketing, the dealership to put together effective
integrated, easily managed, Web-based customer profiling and service integration. campaign marketing or deal with a customer
systems that unite customer relations, with all the tools that in-depth knowledge of
inventory, fixed operations such as service Campaign marketing his or her background supplies.
and parts, and sales management into a By accessing the in-depth information in
comprehensive package of extremely cost- its customer profile database, a modern For example, a customer’s profile may
effective, user-friendly tools that can be used CRM system should assist a dealership include the fact that the family has a
not just at the dealership, but practically in performing campaign marketing based daughter who is the right age to graduate
anywhere in the world. on a virtually limitless combination of from high school and perhaps head off to
characteristics. For instance, a dealer may college. Armed with this information at
Speed is #1 have acquired a number of specially equipped the right time, the sales person can contact
The first thing most users should notice is SUVs to be offered at a promotional price. that customer and suggest that there are a
the quantum increase in speed of operations Using a modern CRM system, the dealership number of vehicles at the dealership that are
in some modern Web-based CRM systems. can select from its customer database all the right type for a young adult starting life
Thanks to major improvements using the customers who purchased an SUV two or on her own and available at very reasonable
.net programming language CRM systems more years ago and put together a campaign prices. Tracking customer history allows you
can now move up to five times faster. addressing each customer personally, to market your products to customers based
Along with this increase in speed, systems informing him or her of this special offer. on vehicle age, out-of-warranty status, miles
can be made significantly more powerful, and many other tracking elements, as well as
offering capabilities and dealership-wide, The campaign may consist of: personalized to understand the true overall lifetime value
in-depth integration never before seen in the letters to each customer, automatically of the customer to your dealership.
industry. printed out and ready to be signed by the
sales person who assisted the customer Service integration
A good CRM program should include in his or her original purchase; personal A modern CRM system needs to recognize
significant improvements such as: phone calls from that sales person to his the value of fixed operations, not just for
• Improved user interfaces. customers, asking them to consider taking their potential as profit-producers, but also
• Enhanced flexibility of operations. advantage of the sale; automatically printed as the driver of a variety of marketing
• Increased adaptability to the follow-up postcards sent as reminders of the campaigns and sales efforts.
individual needs of the dealership. promotion; and personalized e-mails directed
• Fully integrated dealer database to those customers who have Web access. It CRM Integration with service and parts
management. is important that a CRM system allow the provides many advantages. Individual
• Real-time tracking of sales and dealership to select customers based on customer profiles are used to automatically
customer history. custom criteria so that any market situation notify customers of service intervals
• Easier-to-use customer contact, can be exploited to create additional sales. and schedule service appointments.
follow-up and scheduling Customers are automatically contacted
procedures. The selectivity of any campaign is limited when special order parts arrive. But that’s
• Exceptional brand development only by the depth of information in the just the beginning. Customers can be
capabilities. customer profile database. sent personalized recall notices, letters
• Integration with value-added detailing service specials related to his or
partnerships. Customer proÞling her individual vehicle, or any of hundreds
The more a dealership knows about its of service- or parts-related promotions.
As a result, an effective CRM system can customers – especially repeat customers By integrating the customer profile data
be a vastly more powerful profitability tool – the easier it is to serve each customer’s throughout the dealership’s system, service
18

19. records and parts orders can also be used not on local computers. There’s no require a password. And screens should
as the basis for special sales promotions on costly network cabling to install or be secured by state-of-the-art, 128-bit
vehicles. For example, for vehicles about to expensive servers to set up and run. encryption – the same extreme security that
go out of warranty based on mileage, special • Virtually 100 percent capture some banks use to protect their Web sites.
promotional mailings can go out reminding of showroom, service and parts
customers that they can purchase extended department phone and Internet E-mail and internal messaging addresses
service contracts or step up to a new vehicle. traffic – Because a Web-based for all users
When making the tuff decision to cover system can be so tightly integrated, Every individual user should be assigned
or not to cover work that is not paid for capturing and tracking customer e-mail and an internal messaging address,
under warranty in order to save a valuable information is easier, faster, and more enabling group and individual internal
customer, a single of view of sales and reliable. Follow-through operations communications, as well as full-featured e-
service history is invaluable. are completely automated, including mail capabilities across the Internet.
phone, e-mail, and mailed material.
Regulatory compliance and partnerships Leads can even be directed to Web- Automatic upgrades
are important access phones and handheld PCs, With a Web-based CRM system dealers need
A modern CRM system should develop for even greater flexibility and faster never be concerned about their system being
value-added partnerships. By joining forces response. out-of-date. These systems should provide
with other technology companies, a modern • Efficient data mining – Captured regular, no-cost upgrades automatically,
CRM system can offer a broad spectrum of customer information is one of the making sure that it delivers maximum
ancillary services. e-PULSETrak is partnered most valuable assets of a modern performance and reliability.
with SecureTrak, a system that helps ensure CRM system. Using this data,
that auto dealerships achieve and maintain dealers can profile customers and Designed to boost achievement
compliance under regulations based on the direct marketing specifically to their Any dealer knows what an industry
Graham, Leach, Bliley Act, among others. individual needs. It’s not only more achievement award can mean for the
It is also necessary that a CRM system be effective, it is a lot less expensive to dealership. A modern CRM system should
integrated with the national No-Call list target customers and prospects in this be designed specifically to help dealers earn
to help the dealer stay in compliance with manner. manufacturers’ awards. A good system will
national regulations. make it far easier to meet award-winning
Customer training/education and customer service standards and maintain
Secure, Web-based operations customization those standards year after year.
Rather than being limited to designated The best technology in the world, if not
computers at the participating dealership, supported by training/education, consulting Most important an efficient and effective
usually on the dealer’s local area network, a and process development, will eventually be system will provide street-smart business
Web-based system offers greater flexibility. rendered useless. Training is as important as management that is integrated with the
That means an individual with an approved the technology itself. Training should cover most technologically advanced, Web-based
login name and password can access it from when and why to do things, not just how it’s customer relations. It will be smart. It will be
any Internet-connected computer. This not done. comprehensive. It will be easy to use.
only allows 24-hour-a-day access from
virtually anywhere, but also eliminates the Trainers should have dealership experience Above all, a Modern CRM system will give
need to set up and maintain a computer and should understand the business. There automotive dealerships the advanced tools
network, greatly reducing the hardware, are several departments that can be enhanced needed to successfully meet the demands of
networking and personnel costs. with a Modern CRM system and training is today’s highly competitive market.
often required in areas such as business
A Web-based CRM offers a number of development centers, sales, service and
advantages over a customer relations system process development.
run on a local area network.
Mark A. Strong, is the vice president and
• Lower cost – There’s no need to Security comparable to a bank COO of e-PULSETrak.com. He can be
set up a costly network, because Security is a prime concern for any CRM contacted at 866.885.9751, or by e-mail at
the system exists on the Web and system. For this reason logging in should mstrong@autosuccess.biz.
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20. BrianBenstock
What Does it Take to Sell
an Extra 100 Units per Month
Paragon Honda has since geared up to improve our closing ratio, service departments. We offer customers
generated more than and last quarter it was 25 percent, according in the service departments free personal
106 additional sales to Honda’s Internet Report. We are very Web sites, and the cashier has a poster that
a month by changing pleased because we have increased our advertises this along with small sign-up
its marketing and sales traffic to our showroom, phone and Internet cards for customers to give their e-mail
strategy. We decided department while reducing our cost per sale. addresses. We recently gathered thousands
to adjust our marketing strategy to target of e-mails at an auto show in New York by
customers on the Internet because nearly 90 Once we included our Web address on all of offering customers free virtual test drives
percent of our buyers begin their shopping our traditional advertising, we were ready to on the vehicles that interested them. We
online. More of our customers look to the take our marketing strategy to the next level. know that e-mail marketing is the future,
Web when they’re researching their next car We now collect e-mail addresses from all and we have decided to make it a big part
purchase than TV, radio or print, and we want our customers by offering them free things of our marketing strategy. The best part is
to be where the majority of our customers they want. For example, every prospect that that I know that if I can gather the e-mail
are. Within two months of launching our calls or visits our dealership is offered a addresses, I already have the pre-packaged
new marketing system, we established a “Free Virtual Test Drive” on the vehicle that campaigns, and they cost me absolutely
dominant presence on the Web and set up interests them. Most customers are curious nothing to send.
a complete Customer Relationship Center about a virtual test drive, so they’re willing
to ensure that all of the Internet and phone to give their e-mail address to get one. As a To handle the response to all this aggressive
leads were handled effectively. result, we get the majority of our customer’s marketing, we set up a Customer Relationship
e-mail addresses, whether they call, click Center to ensure that the only people taking
The end result was an extra 106 sold vehicles or come into our dealership. We now have inbound phone calls are people with
the first month we were up and running. Not thousands of e-mail addresses that we use exceptional phone skills. I don’t know about
only did the volume of leads increase, we to conduct marketing campaigns. We have you, but if you listen to the average sales
increased our closing ratio from seven percent hundreds of pre-packaged, multi-media person’s ability to take an inbound phone up,
to 25 percent. How did Paragon do it? buzzmail campaigns that we can send it can be scary. Our sales people are able to
to customers with a few clicks. We have do what they do best: sell cars. And our CRC
We switched Web site providers. We needed campaigns for every month of the year, staff is able to do what it does best: ensure
a new system that was capable of getting the every season and a number of different customer satisfaction and sell appointments.
results we wanted. Our new partners gave us themes, including inventory reduction, Sounds simple, but the key lies in building a
not only the tools, but the training we needed clearance, holiday events, special finance team of trained specialists who can take all of
to build our skills and implement best and more. Customers are blown away by the incoming calls and respond to all of the
practices from around the nation. They’ve these campaigns, and we get a lot of people Internet leads. Find the right people and train
even helped us set up a full-blown CRC who respond just to say how cool these them to become ninjas on the phone, and
department. After the first month we had buzzmails are. you’re set. Using this model, we’ve lowered
a brand new Web site that generated more our cost per sale and sold an additional 106
leads than we had anticipated. So our closing We’ve recently been very aggressive in units a month after learning to use our new
ratio was only 13.8 percent but we have gathering e-mail addresses in the sales and Web site and online marketing strategy as a
phenomenal lead generator.
The Bottom Line.
• Paragon Honda used its new digital
marketing strategy to increase its
sales by 106 units in one month.
• Paragon Honda increased its closing
ratio from seven percent to 25
percent.
• Paragon uses a digital marketing
system built to help grow its
business.
• Creative marketing online and
offline has created more showroom,
phone and Internet traffic.
Brian Benstock is the dealer principal of
Paragon Honda and Acura. He can be
“Our sales went from 20 to 214 after rebuilding www.Paragoncars.com” contacted at 800.601.3214, or by e-mail at
- Brian Benstock, Dealer Principal of Paragon Honda and Acura bbenstock@autosuccess.biz.
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