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Prospecting: Establishing Relationships
Keys to Successful Networking
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We heard about the Wolfington Group from a retail store we do business with located in Springfield, Mass. Our first
reaction, from Newport, Vermont, population 5000, was that this sales event may work for the big city, large car stores,
but not us. Finally, we decided to give it a try, a four day sales event.
The whole town and surrounding area was wondering what was going on. People and balloons all over the place,
hamburgers and hot dogs cooking all day long, and even a traffic jam or two. I have never seen anything like this in all
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For four days it was non-stop. All of my employees were exhausted, but guess what? The Wolfington Group put on a
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3. INCREAS
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Could yo
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Would y are in th f the 'NOW
ou like to eir car? ' buyer w
hile they
televireoch the custom
a
si n or p e
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for ev erything
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kers alwa - Jay Car
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e party st
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Dennis N
ns they a sed my fl avarro, G
re the firs o
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I call." - S
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8. sts ms ls fis lr
ZigZiglar
sales and training solution
Prospecting:
Establishing Relationships
Selling is a contact You don’t play golf? Well, try this. Pay for National Cream Filled Donut Day. October
sport. By increasing your prospect to receive a golf lesson by a fifth is National Do Something Nice Day.
your contacts, you local pro. What a swinging way to establish Buy a card. Write a message. Mail the card.
increase your selling a relationship. Wait three to five days. Call the prospect and
opportunities. Be tell her you were the one who sent the card
creative. 3. Celebrate obscure holidays. on International Tuba Day (May seventh).
For instance, did you know that January Greeting cards can help separate you from
1. Take a doctor jogging. is Hot Tea Month? Perhaps you know of a the competition. What a creative way to
One of our clients sells to hospitals, clinics prospect that is a hot tea drinker. January establish a relationship.
and doctors. She was having a difficult time is your month to make an impression.
meeting with a certain doctor. The doctor’s September is Better Breakfast Month. Maybe 5. Offer a free service.
staff told the sales rep that she (the doctor) you should celebrate by taking a prospect to We all like free stuff. So do your customers
was a jogger and that she participated in your favorite breakfast restaurant. October and their business associates. Perhaps you
various volunteer activities within the is National Popcorn Popping Month. Is can make a presentation in a “brown bag
community. The sales person thought outside there an office that could use an extra large lunch” format. Maybe you can bring in
the box and entered the doctor and herself container of assorted popcorn? You’ll be a an associate to address physical wellness,
into a 5K run for “Race for the Cure.” What big hit if you can find one. What a fun way financial issues, parenting or family matters.
an active way to establish a relationship. to establish a relationship. A vice president of a staffing agency here
in Dallas conducts 30-minute sessions on
2. Hit a bucket of golf balls. 4. Send greeting cards. what she calls “Lunch and Learn” programs.
Do you play golf? (I do, but I still stand too Hand written cards get opened. Hand written What an educational way to establish a
close to the ball AFTER I hit it!) Does your messages get read. Capitalize on obscure relationship.
prospect play golf? Instead of investing an days because you can rest assured that you Zig Ziglar is the Chairman of the Board
entire four hours on the course, why don’t are the only sales person celebrating these of Ziglar Training Systems in Dallas, TX.
you invite your prospect out to the driving days. August 16th is National Tell a Joke Day. He can be contacted at 800.527.0306,
range and hit a bucket of balls for an hour? (Don’t get me started!) September 14th is or by email at zziglar@autosuccess.biz.
d 24
ea pg
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10. sts ms ls fis lr
LydiaRamsey
sales and training solution
Keys to Successful Networking
There are events Two people talking to each other are not Having your intentions misunderstood.
you can attend that approachable because they may be having Approaching someone of the opposite sex
produce opportunities a private conversation and you would be to begin a conversation may seem like
to interact with interrupting. flirting. This is more of an issue for women
others on a personal than men. Women have an equal place in the
level and to develop Other people like you. work arena and need to make professional
profitable relationships. There is always the risk that the other person connections the same as men do.
is not interested in you and doesn’t want to
Talk to strangers. meet or talk to you. It happens. If that is the Neither men nor women will have their
Talking to strangers is a way to generate case, don’t take it personally; smile, move motives misinterpreted if they present
interest and support for your products and on and say to yourself, “Next!” themselves professionally in their attire
services. You also make new connections and if they keep the conversation focused
and establish valuable contacts.
Walk up to on business issues or topics that are not
personal or private.
To get past any discomfort in talking to people you
don’t know,
strangers, set a goal for yourself of how Before the next networking event, commit
many new contacts you want to make or to a personal plan for success. You will find
how many people you want to meet. You
may specifically target certain types of introduce yourself connecting with confidence and
courtesy on every occasion and the results
individuals whom would be beneficial to
know.
yourself will be reflected in your sales.
and start a Lydia Ramsey is the President and
Founder of Lydia Ramsey, Inc. She can
conversation.
Come up with icebreakers and conversation
be contacted at 800.452.5606, or by email
starters. Have questions prepared that you
at lramsey @autosuccess.biz.
can ask anyone you meet. Inquire about
other people’s business. Ask them open-
ended questions about themselves.
You don’t need a formal introduction.
It’s much easier to make a new contact
when there is someone else to handle the
introduction and pave the way. If you wait
for another person to make the move, you
lose. The goal of networking is to meet as
many people as possible. LOWER TELECOM AND UTILTIY COSTS BEGIN HERE
Utility Audit Services reviews telecom and utility invoices for
Walk up to people you don’t know, introduce billing errors that result in refunds for you. The audit of your
yourself and start a conversation. You can telecom and utility invoices can be a win-win event with savings
do this if you have prepared questions and ranging from 10%-50%
your self-introduction in advance. We do not charge a fee for our services.
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You will not introduce yourself the same No Refunds/Savings – No Fee
way on every occasion. Perhaps it is your
first time to attend an association meeting, “I was very pleased with the results Utility Audit Services gave us. Their staff
say that as part of your introduction. Let was instrumental in reducing our telecom costs. The audit was done in a timely
manner with minimal interruptions to our daily operations.”
people know who you are, why you are
there and give them a reason to ask more Jim Hadley, Jim Hadley Chevrolet
about you. “Utility Audit Services approached us with a money saving idea. They told us
that we were most likely overpaying our local and long distance phone service.
Be pushy, in an elegant way. So we said prove it! After auditing our statements they proved to us that we
You may think that you will turn people off were overpaying by 42% on long distance and 49% on local services. You can
if you are assertive; being open, friendly imagine our delight, we love to save money and we are so glad we did this!”
and interested does not turn people off. Susan Goodman, Vice President
Call toll-free AutoSuccess Magazine 877.818.6620
Seek out the “approachable” people. These
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are speaking in groups of three or more.
10 visit us online at www.autosuccess.biz

11. sts ms ls fis lr
JimAdams
sales and training solution
Choose to be a Professional
As professional sales dictate your income; it’s far too expensive. Choose to be different. Choose to be a
people, we must professional.
realize that, in order
Choose to be happy, helpful, proud, Jim Adams is the General Sales
to maximize every
positive, committed and connected. In any Manager at Roper Kia in Joplin, MO. He
opportunity, we must
people-to-people industry your number one can be contacted at 800.905.0627, or
choose our attitudes.
asset is your attitude. by email at jadams@autosuccess.biz.
There is no greater contributing factor of
success than your selling attitude. Attitudes
and emotions are choices that directly
influence sales.
Everyone in the world has money
problems, family problems, work, cat
and dog problems. We all experience
emotions like anger, sorrow and loneliness.
These emotions are part of life, but many
professional sales people allow their moods
to dictate their incomes.
The definition of a sale is a transfer of
enthusiasm. Build rapport with your
customer and transfer the excitement
of your product and dealership to the
customer. A customer buys when the value
of the product (to them) exceeds the price
they pay.
A positive selling attitude will help you
close more sales through a genuine transfer
of positive energy to the customer.
Your check up from the neck up
Begin your day with affirmations. Remind
yourself each day of the strong qualities
you possess and of the avenues you will
continue to master. (See last months
article)
Stay out of the huddle. Come to work with
one goal in mind. Put yourself in front of
opportunity.
Do not subject yourself to negative
conversation. When it happens, excuse
yourself and leave. Be mission driven. Only
participate in conversations that are positive
and constructive. Avoid conversation that
does not advance your career.
Emotions are choices. Seek emotions of
love, happiness, pride, confidence and
inspiration.
Identify the triggers that produce your
positive attitudes. Once we realize that
our emotions are decisions, more goals are
achieved. Never allow negative emotions to
july 2004 11

12. sts ms ls fis lr
MattHoffman
leadership solution
How to Get Feedback
That BeneÞts Your Business
Regularly check of voice really reflect that sentiment? Most at the percentage of your top two positive
the pulse of your communication is non-verbal, and if you’re responses to get a good representative
business and find out talking with someone over the phone, you sample. Don’t count the neutrals. If you
if your employees and cannot read the expression on the person’s want to do some service recovery, look at the
customers are happy. face or their body language. But you may be two lowest responses also. Once you have a
If they’re not, then it’s able to pick up on subtle reactions they have, representative of the negative response, you
time to make some improvements to create like breathing patterns and voice tonality. can research why people are disappointed
the happy, loyal, long-term employees and find a way to remedy it.
and customers that are the key to your You can also pay attention to the questions
company’s success. a customer asks. For example, if a customer Use the information
asks, “What about that offer you had a gathered from these
surveys to make
A great way to evaluate how your business month ago; whatever happened to that?”
is doing is to gather feedback from your After the employee gives a standard
customers and employees. You can do this response, the customer may respond with: improvements
several ways, from asking questions verbally, “Oh, okay.” You may just write it off as a within your
organization that
to completing surveys. The following are passing comment, but maybe it isn’t. Track
some tips to help you get the feedback you how many customers ask that same question.
can use to improve your business. If you know that question always leads beneÞt employees
Customer Feedback
to three more questions, you can manage
their expectations (and perhaps prevent
and management.
Customers are by far the most important disappointment) by developing a response Just as it is important to turn unhappy
source of feedback. The only way to know that answers the initial question but also customers around, it’s also important to
if your customers are happy is to listen to answers (preframes) the next three questions reward people who already think you’re
what they say. This requires your employees in advance. Anticipating your customer’s good. Keep your loyal people happy. If
to become active listeners and to directly needs makes them happy and shows them you follow up with a customer about their
ask the opinions of customers regarding that you know them. feedback, they may think, “Hey, those
different aspects of your business. people actually paid attention to me and my
Written surveys are also good tools to use voice is important. I’m going to keep going
One of the simplest ways to gather feedback to collect information from customers. back to them.”
from your customers is to have your They can either be done over the phone by a
employees ask if there’s “anything else I representative, over the Internet, or through Finally, you can use customer feedback as
can help you with?” or “Is there any way direct mail. Remember to respect your a tool to evaluate employee performance.
in which we’re failing to meet your needs?” customers’ time by keeping the survey quick To do that, ask specific questions about the
Pay attention to what your customers and easy. Importantly though, make sure you employees, such as “Was the person who
say and record it. Another way to gather include at least one question on the survey helped you knowledgeable, polite, and
customer feedback is to have them complete that allows customers the opportunity to give friendly?” With specific information about
a questionnaire with such questions as: “Did specific feedback using free form text. employees, you’ll know who needs more
we ask everything you expected us to ask?” training and who is performing well.
“How did we meet your expectations?” and How to Use Customer
“Were you satisfied with the service you Feedback to Your Advantage Frontline Feedback
received?” Now that you have this feedback, what do you Too often we ignore information from
do with it? The first step is to evaluate what our front line employees dismissing it as
Listen to the words your customers say and you have. Develop a database tailored to the “complaining”. However, you must keep in
also read between the lines. Even though a information you want to track (i.e. pricing mind that they’re the resource for providing
customer may say she’s happy, does her tone structure, quality, service, etc.). Then look customer feedback since they are the ones
12 successful solutions at www.autosuccess.biz

13. continued
who actually interact with the customers. they fit the company. You can do this with and customers want and need is to ask
They can be an invaluable source of a survey, much like you would use with them. Decide what information you need
information by giving you both general and customers, or it could even be accomplished and develop a plan for gathering feedback.
specific observations (i.e. that customers through an anonymous suggestion box. Analyze the data you receive and put it to
have mentioned they like one thing, but Even if you are unable to change a policy good use. Then you will have the inside
have not been happy with another). Your employees don’t like, at least you will information to keep your company strong
employees are on the frontline taking care of learn what issues bother them and be able and profitable for years to come.
the customers, so you need to keep them as to explain why those certain policies are in
happy as possible. Listen to any input they place. Sometimes, people just like to know Matthew Hoffman is a Consultant and
offer; it makes them feel appreciated. that their voice is heard. Quality Assurance Manager at Kowal
Associates, Inc. He can be contacted at
One way to do this is to have a monthly Institute a Feedback Policy Today 800.526.9768, or by email at
focus group with different employees in The way to know what your employees mhoffman@autosuccess.biz.
order to keep on top of new issues. Focus
groups allow employees to vent and voice
their opinions about the issues affecting their
jobs - whether they are consumer related
or not. Additionally, many employees
DEALERS MUST BE
feel more empowered to speak and feed
off of the group dynamic. In some cases
they may say more than if you asked them
individually. Also, it is a nice motivational
ON TELEVISION!
tool to follow up with the same group once
you’ve acted on a suggestion - it shows you
value their insight and makes them feel like
a vital part of the team.
Another way to solicit feedback about
internal policies, procedures and tools is
by offering the opportunity to complete a See why over 100 dealers nationwide have
survey. Sometimes employees are reluctant
to participate in surveys. In this case, offer INCREASED SALES MORE THAN 30% IN
an incentive. One effective incentive could
be a raffle. When employees drop off their
LESS THAN 90 DAYS WITH TELEVISION!
anonymous surveys into the box, they get
to take a ticket. The ticket stubs go into a We produce nearly 4,000 commercials
raffle with the winner receiving a prize.
Or, if your survey is not one that needs to a year from our studios. We give you
be anonymous, offer employees cash, or unlimited, high quality television campaigns
a company-paid lunch, or movie tickets.
This is not something you want to do if you
and promotions FREE. With computerized
think you’ll receive biased results. If you’re media buying technology, we buy television as
looking for consumer information, you’re much as 30%-40% more effectively than any
more likely to get accurate responses and
better employee cooperation if you offer an media buyer in the nation and give you
incentive.
UNLIMITED TV CAMPAIGNS
Ask employees to talk about what they
do and ideas on how to make their jobs
AND PROMOTIONS!
better. If you ask about internal policies that Call for a FREE demo tape and information.
affect them, such as attendance policies or
dress codes, it may be a little harder to get
Larry John Wright, Inc.
cooperation from them unless they feel that
it’s safe. Try an online survey for anonymity
or even hire a third party to conduct the
survey for you. This way you’ll avoid biased
opinions and be more likely to get honest
results. Use the information gathered from
Automotive Advertising
these surveys to make improvements within
your organization that benefit employees
“America’s Premier Automotive Advertising Agency”
1-800-821-5068
and management.
Survey employees on any policies that
affect them directly (the attendance policy,
for example), on how much they feel the
company values them, and on how they feel
july 2004 13

14. sts ms ls fis lr
RayVelasquez
marketing solution
www.Schomp.com
Sells 100 Extra Cars a Month
Ralph Schomp their vehicle with us. Our new web site, optimized our site for search engines, we
Automotive has a www.Schomp.com, has become a lead dramatically increased our placement and
new profit center generating machine that attracts a lot of traffic. Email marketing is the easiest and
– our BDC/Internet quality traffic to our showroom & BDC. least expensive method to attract customers
department. This to the web site and dealership. It’s just like
department is selling The Modern Customer and the Internet direct mail advertising except it costs no
over 100 extra vehicles a month and our goal Customers go to the Internet for convenience. money. We have hundreds of multi-media
is to change the way people buy and sell cars Today a customer can accomplish more in buzzmail campaigns that we send out to
in the Denver market. We have always had their living room in five minutes than if they customers at different times with different
an unwavering commitment to exceed our spent all weekend visiting five dealers. Since messages. Have a plan that spreads these
customer’s expectations and today we are over 70% of today’s buyers use the Internet campaigns out so people are not inundated
doing that in a very different way. Our focus to research before they buy a vehicle, we with emails otherwise they will opt out of
on serving the customer has not changed decided to target our marketing to where the your list.
but our customers have. Today customers majority of our customers shop – the web.
are using the Internet to research before The Tools
they buy their car, and are becoming more Early on, web site providers didn’t understand Do not buy anything that doesn’t help you
educated about shopping for vehicle. In car dealers and saw them as just dollar sell cars or gain an existing market share.
addition, as customers learn more, they are dispensers. Many of them sold technology All of the technology in the world cannot
also expecting more from dealers, and we to dealers with a lot of promises but with compensate if you are seriously lacking
strive to meet and exceed their expectations. no results. Most of these companies are in the other areas. However, if you drive a
Most customers know as much or more technology companies that know technology lot of traffic to a poorly designed web site,
about the vehicles as their sales person and but don’t understand the car business. Today you could be educating customers on why
the pricing is all easily accessible online. many dealers have caught on and have hired not to do business with you. We started out
We understand that customers are afraid of the providers who understand the business by using R&R for our web sites but did not
the traditional buying process and pricing and actually think like a car dealer and who move the needle. We decided that it was best
games, and we deliver a customer friendly understood that the web is about marketing to partner up with someone who specializes
process to make buying a vehicle from our and results not just technology. We believe in this field, rather than working with DMS
dealership a pleasure. the first step is understanding the customer generalists, who are not necessarily experts
and then shaping your marketing strategy in automotive marketing. The results are the
All of our leads around what they want. most important thing to us and we needed
something that would generate more leads
are automatically We have learned that Internet buyers want and traffic to our dealership. Our goal is
sent into our quick, convenient, positive customer
service. They want prompt answers from
to wow our customers with a completely
different experience than they will encounter
CRM tool that someone who knows their product and who at other dealerships templated web sites so
organizes and
is genuinely concerned with what they want. we built a new site completely different from
They want to be treated fairly, and to get anything in our market. If you visit our web
forwards them to a good price. After determining what our
customers wanted, we built our strategy
site and pick a brand, you will see a “Why
Schomp” button which gives customers an
the right people. around exceeding their expectations. overview of our new and different buying
process. This is just one of many unique
After considering what our customers Many people ask us how we sell over surprises we have on our sites to give us a
wanted, we made a huge leap, and became 100 vehicles a month online, so here is a leg up on our competition.
one of the first dealerships to adopt the summary of the four basic ingredients to our
one price method of selling and satisfying success: All of our leads are automatically sent into
customers. We have held fast to the original our CRM tool that organizes and forwards
version of one-price selling (no negotiating, Marketing them to the right people. In addition, the tool
no additional fees, and no commissions) to The first step of selling cars on the Internet automates a lot of our follow up activity to
this day. The Schomps realized early on that is not the web site. The first step is to create ensure our customers are contacted for a
people buy if you are honest and straight- traffic to your web site. This begins by minimum of four months after their inquiry.
forward, if you give them a fair price (not integrating your web site’s address into your This tool also helps us manage and measure
necessarily the lowest), and if you do what traditional advertising, but it definitely does our other opportunities, including our phone
you say you are going to do. Today this not end there. Online marketing is critical prospects. Having a tool makes our people
commitment to customer service has led if you want to attract customers that are much more efficient and it creates reports of
us to set up a brand new dealership on the shopping on the web. This starts with good what everyone is doing and what can be done
Internet that is open 24 hours a day and 7 search engine placement. Our old web site to improve results. Pick a CRM tool that
days a week to provide our customers with was not coming up on the search engines for
everything they need to buy and service a long time and our traffic suffered. Once we
continued on page 29
14 subscribe today at www.autosuccess.biz

16. fs feature solution
PatrickLuck
See Why Their
Close Rates Are Over 24%
How long have you been in the Internet important factors! Our process includes competitors.
sales business? an Autoresponse, and six additional
attempts (three e-mails and three phone Brian Benstock: A detailed process for
Ray Lazick: Five and one half years calls) within the first seven days. Our e- selling the appointment and following up
mails are professional, yet “soft-spoken”. with customers who don’t respond, don’t
Tom Christopoulos: Six years. If there is no response the lead is placed set an appt, don’t show and don’t buy. The
in a folder that is bulk-email enabled. We majority of our follow up is automatically
David Handel: Six years already. send out two bulk e-mails per month – not done by our CRM tool. Also, we use
too many and not too few. Follow-up can’t our website in the sales process to build
Mark Kanter: I have been in the internet be overemphasized! The average purchase value and to answer customer objections
sales business for over five years; The car time from the initial internet inquiry is 60- because it has a lot of tools that none of our
industry for over 11 years. 70 days. For every deal you close in two competitors have.
days there is one you can close four months
Robert Revere: Five years. down the road. What sales levels (percent of retail
new) do you project from your Internet
Brian Benstock: We have been serious Nothing can be accomplished without department this year?
about the internet for only six months. a great team. You need an owner that
believes in the Internet as an important Ray Lazick: 15 percent.
What percentage of your total retail new advertising tool. Everything starts with
come from Internet leads/department? Mr. Rosen and drifts down to my staff. I Tom Christopoulos: 30 percent.
have dedicated Internet Sales Managers
Ray Lazick: approx 15 percent. who handle the entire process from inquiry David Handel: Over 30 percent.
through delivery. My job is made easier
Tom Christopoulos: 30 percent. with professionals like Debbie Storck, Lin Mark Kanter: 30-40 percent.
Treasure, Phil Kwiek, Chris Petranech, Joe
David Handel: CONSERVATIVELY the Crement and Pauly Cassiani. Robert Revere: 300-350 and up to 50
month of May accounted for 26.3 percent. percent of retail.
I only count sales that are verified and Mark Kanter: There are a few reasons that
sourced properly. I can attribute to our process. 1) I am lucky Brian Benstock: 200-250.
enough to have a wonderful staff that
Mark Kanter: Approximately 25-35 percent realizes that specific needs of the Internet How do you handle the pricing question
depending on the month. Client. They are focused, professional, with your Internet prospects?
and hard working. 2) We also have a
Robert Revere: 255 units which is 35 detailed process which we follow that, Ray Lazick: Quoted at one percent under.
percent. much like floor sales, must be adhered to
in order to insure: Follow Up, Feedback, Tom Christopoulos: We always give them
Brian Benstock: 150 units/25 percent. Client Satisfaction and Sales. 3) The most a price right up front(never our lowest),
important aspect is the support given by but will always condition the pricing with
What do you contribute to your high close the Owners and President of our group. whether the vehicle is in stock, when can
rate? They gave me the opportunity to start they pay for it and when they want to take
and maintain this department. Without delivery.
Ray Lazick: Immediate follow up with their support and willingness to break
appointment set. paradigms - our successes would have David Handel: The pricing issue is a
never materialized. political hotbed if not handled carefully. It
Tom Christopoulos: Responding Quickly, is something that I struggle with internally
and a no nonsense approach to doing Robert Revere: Good people and process and externally. When my mental battle is
business. and our buzztrak lead management and over, I always choose to give an upfront
CRM tool automates most of our follow price quote from the beginning. People
David Handel: Process, people and a up. Also, our people are well trained choose the Internet to avoid a typical
good lead management tool are the most and our website is better than all of our car-buying experience. The number one
16 www.autosuccess.biz

17. “Third-party lead providers are absolutely essential.”
customer complaint is “not getting a price”. complete sales process, F&I included? What key metrics do you measure to
I don’t believe that price is everything. or is it the same process as a ßoor keep your Internet department improving?
If you sell yourself and your dealership customer? (Example: Close Rate, Appointment show,
properly, you can overcome price (within Cost per sales, ROI)
reason). Ray Lazick: Same as floor.
Ray Lazick: Close ratio and appointment
Mark Kanter: Upfront pricing is always the Tom Christopoulos: Same as a floor show.
best policy. If an Internet client thinks you customer.
are holding back, they can always turn off Tom Christopoulos: Amount of Leads/Sales
the computer or hang up. David Handel: Our dealership (and 99
percent of others) isn’t willing to go down David Handel: Cost per sale is the most
Robert Revere: We have been trained to the F&I road yet. I’m grateful for what we important to me. I also look closely at
sell the appointment and not the price but are allowed to do and the autonomy we Closing Ratio. Response Time is important,
if we have to we give them a fair price and have. but not as critical as following up on a
we send them a multi-media “Why Buy regular schedule. In addition, I look at
Courtesy” buzzmail. Mark Kanter: The process is different until our personal Website Pages Viewed as
the actual sale, then, it is the same as the a measure of how many and how long
Brian Benstock: We have a competitive floor in terms of delivery, F&I, etc. consumers stay on our site. Our websites
pricing philosophy that also allows us to are my responsibility.
maintain a strong gross profit. Robert Revere: They sell the appointment
and the car but they do not handle F&I. We Mark Kanter: We measure every
tried that and it hurt our back-end gross. quantifiable statistic to ensure that we are
How does your Internet sales gross managing our department correctly and
compare to your retail ßoor? Brian Benstock: Our Customer efficiently. The only way to ensure success
Relationship Center sets the appointments is to measure your successes and failures.
Ray Lazick: $300-$500 less front end. and follows up with the customer. The sales
team sells the car. Robert Revere: Leads, Lead source,
Tom Christopoulos: Lower to Same. Closing percentage, Cost per Sale, Dept
Do you utilize a speciÞc person/persons Profit.
David Handel: Total gross (front end, F&I, for the initial calls and appointment
and aftermarket) is nearly identical. With setting? Brian Benstock: Visitors to our website,
so many (75 percent) retail floor customers Leads, , Closing percentage, Cost per lead
having done some research on the Internet, Ray Lazick: Yes. and Cost per Sale.
we usually wind up in the same place but
without all the grief and aggravation of the Tom Christopoulos: Yes. Myself. Can you share with us what those metrics
negotiating process. are for you today?
David Handel: Yes.
Mark Kanter: It is approximately the Ray Lazick: 17 percent appointment, 14
same. Mark Kanter: No - all of my Internet Sales percent close.
Managers field their own calls and make
Robert Revere: Our gross is the same as their own appointments. Tom Christopoulos: Amount of Leads/Sales.
our retail showroom and some months it
has been higher because we build value Robert Revere: We have specialists who David Handel: Cost per sale is down
rather than sell price. handle our phone leads to set appts and the to $201.26 (compares to $450 for other
sales team sells the car. Our internet team media)! Our group Closing Ratio stands
Brian Benstock: Our gross average is handles their leads from beginning to end. at 12.7 percentt. The Internet Department
$2700. per vehicle which is similar to our accounts for a minimum of 26.3 percent
showroom floor. Brian Benstock: Yes. We have a team and of group sales. Website Pages Viewed have
it has grown as our business has continued
Do you/Internet department handle the to grow. continued on page 18
july 2004 17

18. continued
risen from 26,000 to 90,000 + im my first need each provider to change the contact
year at Rosen Motors. name as soon as possible. I treat my reps
with respect and I expect the same in return.
Mark Kanter: Those, I think I have to keep Go the extra step for me and I will sing your
to myself. Sorry. praises.
Robert Revere: Our close ratio is 22 Mark Kanter: I expect the third-party
percent and our cost per sale is only $165. sources to enable adequate scrubbing
procedures. My staff and I don’t like
Brian Benstock: We have increased our to field leads from Mr. Mickey Mouse
closing ratio from seven percent up to 25 or Mrs. Jane Doe. I would like the lead
percent in only three months. generators to check the leads for adequate
information such as: email addresses,
What is your view of third-party lead working phone numbers, etc. are the
aggregators? ones that will survive in the long run. The
happier the dealers are, the most likely the
Ray Lazick: Necessary part of lead third parties will survive.
generation process.
Robert Revere: The most important thing
Tom Christopoulos: A necessity for is that their leads have a high closing
building sales. percentage and we have eliminated all of
the providers that don’t perform and that
David Handel: Third-party lead providers don’t have a low cost per sale.
are absolutely essential. In order to have a
dedicated staff, you MUST give them the Brian Benstock: I want someone who can
opportunity to earn a good living. A great help me sell more cars and make more
Internet Sales Manager needs (and can money. Period.
handle) 125-175 leads per month. Be wary
of lead providers that rely on unmonitored
“mom & pop” affiliates that generate their
leads through spam and pop-ups!
Mark Kanter: Third-party aggregators are
very good, if you measure their success. Ray Lazick is the Internet Director at
If they work well for you, keep them. If Georgetown Chrysler Jeep. He can be
they are not producing, then it is time to contacted at 800.601.3197, or by email
at rlazick@autosuccess.biz.
let them go. Like everything, you need to
measure every expenditure. Tom Christopoulos is the Sales Manager
at Lexus of Watertown. He can be
Robert Revere: We get leads from contacted at 800.601.3198, or by email
customers that we would not be able to get at tchristopoulos@autosuccess.biz.
otherwise.
David Handel is the Internet Director
Brian Benstock: We have a blended at Rosen Auto Group. He can be
marketing strategy where we use third- contacted at 800.601.3201, or by email
party leads & leads from our own website at dhandel@autosuccess.biz.
to get the best results. The aggregators
combine the best leads for the lowest price. Mark Kanter is the eCommerce Sales
Director at Bill Jacobs Automotive
What element of service do you expect Group. He can be contacted at
out of your third-party lead aggregator(s)? 800.601.3213, or by email at
(Example: Reps that understand my mkanter@autosuccess.biz.
market and the business)
Robert Revere is the eCommerce
Ray Lazick: We expect this from our Director at Courtesy Chevrolet. He can
aggregator. be contacted at 866.873.0034, or by
email at rrevere@autosuccess.biz.
Tom Christopoulos: Quality of leads,
Brian Benstock is the General Manager
Scrubbed Leads. Meaning phone numbers and Vice President at Paragon Honda.
and email. I don’t like to waste my time. He can be contacted at 800.601.3214, or
by email at bbenstock@autosuccess.biz.
David Handel: With nine franchises to
manage, it is important that my reps are Patrick Luck is the Editor and Publisher
readily available and make necessary of AutoSuccess Magazine. He can be
changes for me graciously and expediently. contacted at 800.331.9507, or by email
If I replace an Internet Sales Manager, I at pat@autosuccess.biz.
18 www.autosuccess.biz

19. sts ms ls fis lr
CraigColender
marketing solution
Targeted Marketing
It is vitally important component. Effective CRM marketing owners, LeSabre lessees a few months
for a dealership (or communicates the dealership’s message to from termination, and the unsold LeSabre
any business for those most effected. When manufacturers prospects from the preceding six months.
that matter) to know announce new rebates on models, effective This targeted approach to retail marketing
where it’s prospects CRM marketing will enable the dealership completes the CRM circle: customers
and customers are to communicate the manufacturer’s offer and prospects are logged, tracked and
coming from. It is very helpful for business to the most likely prospects. (If you’re followed and the informative data enables
to be able to quantify the intrinsic value of selling Buicks) This might include the the dealership to identify trends and
a customer, track percentages and results, dealership’s 3 year old and older LeSabre opportunities and then targeted marketing
analyze advertising trends and determine drives the customers and prospects back
process effectiveness. Most CRM
solutions provide the tools that enable
Effective CRM into the dealership. As managers and
salespeople begin to see the tangible results
dealership personnel to accomplish these marketing that targeted database marketing delivers,
tasks easily. The primary reason that CRM
implantations succeed is that the end users
communicates their enthusiasm will give the dealership’s
CRM process the energy necessary to
(managers and salespeople) view the CRM the dealership’s succeed.
process as a productive/pro active record
keeping and marketing system.
message to
those most Craig Colender is the National Sales
Manager for ProResponse. He can be
Make sure that the CRM solution that
you choose features a dynamic marketing
effected. contacted at 800.601.3217, or by email
at ccolender@autosuccess.biz.
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july 2004 19

20. sts ms ls fis lr
BrianTracy
sales and training solution
Your Selling Self-Image
Your Self-Image is a Key Part of Your Personality
Your self image is The most rapid improvements in sales I was getting desperate. I was seeing
often called your results come from improving your self prospects, but making very few sales. Then,
inner mirror. You image. The moment you see yourself in a I had a revelation that changed my career.
look into this mirror new way, your behavior improves to mimic I realized that it was my fear of asking for
in every situation to your vision, and, as a result, you’ll earn a decision, not my prospects, that was the
see how you should better results. issue. It was me. I needed to change my self
perform in front of your “audience”. You image and, consequently, my behavior if I
always behave on the outside in a manner Some years ago when I was selling club wanted improved results.
consistent with the picture you have inside memberships from office to office, I would
yourself. end my presentation by giving the prospect The very next morning, I made the decision
a booklet outlining the membership benefits that I would not call back on a prospect.
For example, if you see a calm, confident and encourage him to “think about it.” My The size of the purchase was small, and
and competent reflection, you will act in just self-image was such that I could not bring when I had completed my presentation, the
those ways. You will be positive and happy. myself to ask the prospect to make a buying prospect would know everything needed
You will perform well and achieve excellent decision. All day long, I would go from to make a decision. When I had finished
results. If, for any reason, it doesn’t go well office to office giving my presentation and my first newly-developed presentation,
at that time, you will throw it off and dismiss leaving a little book with descriptions to the prospect said, “Let me think it over.” I
it as a temporary situation. Your self-image read. And, as you might imagine, I wasn’t smiled and told him I didn’t make call backs
is clear. In your mind’s eye, you must see making sales. When I called people back because I was too busy, and then I said,
yourself as good and capable in every arena after they had time to think about it, they “You know everything you need to know to
in order to find success. showed only disinterest. make a decision right now. Why don’t you
just take it?”
I remember him shrugging his shoulders
and saying, “OK. I’ll take it.
I walked out of that office on a cloud. That
very day I tripled my sales. That week, I
sold more than anyone else in the company.
By the end of the month, they had made
me the sales manager with 42 people under
me. I went from making one or two sales
per week to making 10 or 15. I went from
worrying about money to a salary. My sales
life took off, and, with a few exceptions,
never stopped. The turning point was
that conscious choice to modify my self
image and make it more consistent with
the results I wanted rather than the results
I was getting.
To immediately put these ideas into action
begin to see yourself the way you want to
be. See a strong, confident, competent and
professional self. The person you see is the
person you will be. Second, identify an area
of selling where your ideas about yourself
are holding you back. You perform on the
outside the way you see yourself on the
inside.
Brian Tracy is the Chairman & CEO of
Brian Tracy International. He can be
contacted at 866.300.9881, or by email at
btracy@autosuccess.biz.
20 successful solutions at www.autosuccess.biz

21. sts ms ls fis lr
JoeTakash
sales and training solution
Networking Success
We have been to make others feel good about themselves, of respect and friendship, which can
networking our entire and also to have a positive impression of increase your business. People like to do
lives. Discovering you. One way to remember names more business with people they like. To find
new restaurants, a easily is to repeat the name after you are common ground, apply the “ask and listen”
good school system introduced, followed by, “It’s nice to meet technique. Use open-ended questions, like
for your kids, and you,” or a similarly appropriate statement. those in point three, to bring you closer to
the right neighborhood in which to raise In your mind, associate the name with standing on common ground with anyone
your family, are all (usually) the result of someone you know, with a physical feature you meet.
networking. Personal networking occurs of the person you are meeting, or anything
naturally as part of our daily interactions that will jog your memory down the road. 6. Learn to help others before yourself:
with others. Some people fail at networking because it’s
3. Ask open-ended questions: obvious they are only out to help themselves.
Business networking is a skill. Anyone can • Tell me about your job. The most successful networkers take the
develop the ability to network regardless • What are your most important opposite approach. They think of the many
of his/her natural disposition. Once we responsibilities? different ways they can help other people
practice networking as a skill, we realize • What do you like most about what before helping themselves. For example,
that we can learn to network well. All it you do? if you meet a freelance photographer who
takes is planning and practice. • Where are you from originally? is starting her own business, you might be
• What are you passionate about? able to refer her to a graphic artist you sold
• What do you like to do in your free a car to, so that she can get her business
Asking people time? cards done. This web of networking creates
questions about success for all involved. To put yourself
themselves and Asking people questions about themselves
and showing a genuine interest in
in this mindset, think of yourself as the
networking coordinator. In this role you,
showing a genuine their answers is the best way to show make sure that everyone benefits from each
interest in their appreciation, and it’s a potent networking other as much as possible. When you are
answers is the tool. constantly on the lookout for ways to help
other people, they will trust you and, by
best way to show 4. Master the art of listening: extension, your business.
appreciation, Great leaders have mastered the art of
and it’s a potent being great listeners. A simple question
to ask yourself is, “Am I fully engaged
7. Describe how what you do helps others:
When you tell others about your job, think
networking tool. when listening?” Fully engaged means of them first and explain how what you
being entirely consumed in the other do helps others, be creative. People want
Eight tools to become a master networker. person and what he/she is saying. So to know how a relationship with you can
eliminate distractions such as cell phones, benefit them. It gives them something of
1. Make a great Þrst impression: and close your office door. Show attentive interest to tell others about you.
Every time you meet someone new, think, body language by facing the other person
“SHE is the key.” S.H.E. stands for Smile/ and looking him/her in the eyes. Practice 8. Follow up and work your network:
Handshake/Eye Contact. By greeting people silence so you don’t violate the “don’ts” of Establish a system to record the data of
with a genuine smile, a firm and friendly listening, which include rehearsing what contacts you’ve acquired and use it. An
handshake, and direct eye contact, you you want to say next, finishing people’s Excel spreadsheet is easy to start. Contact
set a positive tone and make the best first sentences, and interrupting. people on a regular basis. This follow-
impression possible. And first impressions up activity will keep you in the front of
are what people remember. 5. Establish common ground: people’s minds when it comes time to do
When you find common ground with business.
2. Be a name-learning machine: someone, you raise the level of the
Knowing someone’s name demonstrates networking relationship from average
that you value the person and that you have to great, because you’ve planted the
Joe Takash is the President of Victory
differentiated him or her from the crowd. It most important seed for all relationships Consulting. He can be contacted
says, “I remember you; you made a good – a common, shared interest. From this at 800.215.4776, or by email at
impression on me.” There is no better way foundation, you can build a relationship jtakash@autosuccess.biz.
july 2004 21

22. sts ms ls fis lr
DawnJosephson
sales and training solution
5 Rules for Effective
Written Sales Communication
When your written that their customers found the booklet come in red. It does, however, come with
documents get to the confusing. the leather seats you requested and you
point quickly and can take delivery by Friday.” By ending
effectively, you will The better you know your clientele, the with the good news, you take the sting off
turn more prospects better you can organize information to meet the bad news and leave your reader with a
into clients. their wants and needs. How do they think positive image.
about your product? Do they typically want
1. Know the speciÞcs of your audience. to know the bottom line price first, and then True genius is
Tailor your message to your clients’ the features and benefits? Do they tend to
demographics. For example, if you’re think testimonials are more important than when you can
writing promotional materials for a new car,
and the majority of the people who come to
facts? When you understand how your
customers think about your product, you
explain your idea
your dealership are older, well-established can more easily present your information in in such a way
that a Þve-year-
professionals, you’ll want to highlight the a way that’s logical to them.
car’s safety features and reliability record.
However, if your main clientele were
single, younger people, you’d want to
3. Write to express, not to impress.
Examine each marketing piece you write
old child can
emphasize the car’s turbo engine or “fast and distill its core message or purpose down understand it.
and trendy” image. to one or two sentences. If you can’t do that,
then your piece is not focused. If that’s the 5. Write colloquially when appropriate.
Survey your most loyal customers to case, then go back to each paragraph within People like to read documents that sound as
determine which demographic gives you the piece and try to condense each down if the message is coming from a real person.
the most business. Also, keep track of those to one or two sentences. String those new If you write too formally, you can quickly
who visit your dealership, even if they don’t sentences together, and then pinpoint your lose your reader. Determining your tone is
buy. Know who walks through your doors, marketing piece’s purposes. That’s the important, because a follow-up letter should
find out what’s important to them, and then core message you want to express. Rewrite not have the same tone as web copy.
tailor your message appropriately. the piece with the core message in mind,
using common, everyday language. True Don’t use an excessively formal tone as a
2. Organize your material according to the genius is when you can explain your idea way to show expertise. Keep the tone of
way your reader thinks about the subject. in such a way that a five-year-old child can your writing colloquial and approachable.
Realize that not everyone thinks like you. understand it.
Just because you want your message to Writing for ProÞts
be organized one way does not mean your 4. In messages containing both good Keep the five rules for effective written
customers would agree. For example, one and bad news, give the bad news Þrst. sales communication in mind. Remember,
company created a free informational At some point, every sales person will your ability to write clearly and succinctly
booklet about their product and organized it have to deliver bad news to a customer. will make your sales pieces stand out, and
so that the product’s most popular features Whenever you communicate bad news in enable you to win the deal.
appeared first. When customers still called writing, state it first, and then counter it
with questions that were clearly answered with a bit of good news.
in the text, the company was stumped as Dawn Josephson is the President and
to why their customers weren’t reading For example, in a follow-up letter to a Founder of Cameo Publications. She can
the booklet. After interviewing some of prospect you could write, “After checking, be contacted at 800.452.4806, or by email
their customers, the company discovered I discovered that the Model X doesn’t at djosephson@autosuccess.biz.
22 subscribe today at www.autosuccess.biz

23. sts ms ls fis lr
AdamDeGraide
sales and training solution
Today is the Day
The decisions we I will operate with integrity and lead others
make today shape our by example. Today I will love and lead my
tomorrows and all of family in the right direction. Today is the best
our yesterdays. day that has ever been and I will make the
best of it.
Everything I am today,
the way I look, the way I think, the way There have been many days that I haven’t
I speak, the way I talk, the way I lead my followed these principles and sure enough
family and employees, is all a result of either the day left me wanting. I have learned that
the good or bad that I have put into my life. we are creatures of habit whether we like
It is true that we “reap what we sow”. Our it or not. I also realized that I have many
minds and hearts are like computers. If we bad habits. Therefore, these bad habits
put junk in we get junk out. If we put good needed to be replaced with good ones. By
and positive in, the positive comes out. I understanding this truth I have been able
often ask myself if we truly understand the to replace a lot of my bad habits with good
power of our choices. The choices we make ones, and I continue to try to establish good
today will determine not only our future habits every day.
but the future of those around us. There are
several questions that I ask myself to gauge When I first determined to change my life
my effectiveness in leading people: and focus on the right priorities, it was an
1. Did I seek to serve others today or overwhelming task. I knew all of my faults,
were my actions selfishly motivated? and there were many. The very thought of
2. Did I equip and inspire others or did I changing all of my bad habits deterred me
force my will on those who work along from changing even one of them. Quite
side of me? simply, there were too many. However, a
3. Would I want the actions and very wise woman (my mother) told me a
decisions I made today published in secret I will never forget.
tomorrow’s paper for everyone to read?
4. Did I leave anything of lasting value God wants you to take one problem at a time,
in someone else’s life? be faithful and picture the positive outcome
5. Did I balance my priorities of faith, until it is fixed and then move on to the next.
family and work?
Although I am not perfect, my life has
One of the secrets to truly having a lasting progressively gotten better while I continue
positive effect on people is to first value to seek becoming the best man I can be.
yourself. It has been said that you cannot Bad habits are easy to form, but hard to live
give what you do not have. In order for us to with. Good habits are hard to form, but easy
properly lead and love people, we must first to live with. I have also found there is only
love and value ourselves. This can be difficult one way to change, through choice and the
at times, however, it is essential to have a development of the disciplines necessary
healthy self image before we can effectively to implement those changes over time,
help others. For me, the realization that God consistently and daily.
loves me, values me and has a purpose for
me, thrusts me forward with the desire to help Today is all we have. Yesterday is gone
others. God doesn’t make junk and therefore, and tomorrow has not yet come. Make
I am not junk. My mind, body and spirit need the right choices today. John C. Maxwell
to be cared for because they are precious. says, “Successful people make right
The same is true for others around us. Do we decisions early and manage those decisions
treat others as junk or as the precious gift that daily.” Remember, the decisions we make
they are? today shape our tomorrows and all of our
yesterdays. Choose wisely. Use the five
True success is not determined by how much questions listed to evaluate your day.
money or things we accumulate in this life.
To me success is being able to put my head “The decisions we make today shape our
on the pillow and have a clear conscience and tomorrows and all of our yesterdays. “
a restful night’s sleep. This peace can only be
found when we have made the determination Adam DeGraide is an Owner of
that today we will make a difference. Today BZResults.com. He can be contacted at
I will keep my priorities straight. Today I 800.526.9804, or by email at
will serve others instead of myself. Today adegraide@autosuccess.biz.
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