AutoSuccess addresses the specific, researched needs of new car and light truck dealerships by providing entrepreneurial, cutting-edge, solution-based editorials to increase dealership profits and reduce expenses
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AutoSuccessOct04
1. Re-elect George W. Bush, page 8
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6. EXPOSED
Auto Dealer Speaks Out and Reveals the Raw Truth about That “Consultant –Trainer,” Mark Tewart,
Who advertises in this Magazine All the Time.
This guy, Mark Tewart promises all sort of things to us car dealers – sales and management strategies for our dealerships that he “promises”
really pay off. Such as strategies that will increase sales without increasing your advertising. Ways to increase gross proÞt by $200 a car minimum. How
to reduce and eliminate water in used cars and so on. Every time I read one of his ads, I thought, “Who could be dumb enough to fall for this guy’s rap?”
Now, I’m going to tell you the raw truth about this guy and his ‘success secrets.’
My name is Chad Hawkes; I live in Oklahoma with my wife and child. I went to college here and became a salesperson at a car dealership. I
was a struggling salesperson with little direction and not much of a future if my results stayed the same. I didn’t know what I was doing and was frustrated
everyday with the business. I needed a change and I needed it quick.
One day our dealer hired a consultant and trainer named Mark Tewart who ran all these ads with these big claims. However, our dealer told
us he had known this Mark Tewart guy for several years going back to when he was a new manager at another dealership. Our dealer told us to hang on
to our hats because this guy Tewart was a Þreball with more real valid information on success in the car business than anyone he had ever seen and that
he wouldn’t have become a dealer before he was 30 years old without Mark Tewart.
Most of what he taught us was so different from what we had ever seen, heard or been taught by other so-called experts. As we listened to
Mark’s information, we saw a whole different way to develop a high income career rather than just make a sale here and there. We heard sales skills,
people skills and life skills and found freedom from the cheapest price, roll around in the mud, bait-n-switch ugliness. Best of all we learned actual skills
to reengineer our business (managers and dealer as well as salespeople). I even looked in the mirror and saw Chad Hawkes differently. So, skeptical and
grateful at the same time, we left the workshop with a workbook and CD’s full of ideas.
The next day I began to implement 10 different Mark Tewart strategies. Over the next couple of weeks, as I got them up and running, they all
surpassed my greatest expectations. Let me give you an idea of what I am talking about. My Þrst year of implementing Mark’s strategies, I became the
number one salesperson and my production tripled. I began to get my life in order as well. Every time Mark came to the dealership he taught me lessons
that made my whole life change for the better. After a period of big increases, I was promoted to manager and attended Mark’s Management workshops.
Once again, I was amazed at how much incredible information I got and how much it improved our dealerships sales and proÞts. Our little country
dealership, located in an economically challenged area had improved from 40 units a month to over 325 units and we had become on many months the
largest dealer of our brand in the state!
Personally, I went from struggling to winning. I became the General Sales Manager and then bought my own dealership and now own two
dealerships before turning 30 years old. How, you ask, could such a thing happen? The answer, simply, is learning how real proven and effective sales
and management systems work, from the “master”, Mark Tewart. In spite of everything you hear about business being slower and tougher, my business
is booming. Just a couple of Mark’s strategies alone has allowed me to go from 40 used cars a month to over 120 a month operating out of a trailer!
Thanks to Mark’s ideas, systems, inspiration and encouragement I have two dealerships and have bought the ranch of my dreams for my family.
What is important is that Chad Hawkes can sell a ton of vehicles, get plenty of referrals, is unaffected by competition and has ‘real’ systems
in place to realize a huge proÞt every month. I knew Mark had it Þgured out when after one consulting session he showed me over 40 ways to grow my
business and make more proÞt. He is brilliant. So here’s the raw truth about this Mark Tewart guy: Unlike most of the ‘pretend’ experts, he is a bona Þde
trainer-consultant and money making genius, who can do anything from tweaking to transforming your business, so you not only make a lot of money,
but you can make it a lot easier and more enjoyable than you can imagine.
Maybe you are already doing well already – but you could do better (some of Mark’s most ardent students make many millions per year). Maybe you
just don’t want to be sold something that’ll be a waste of your hard-earned money. About that you can relax. Mark guarantees his stuff.
I’ve got over $1,000,000 reasons why you ought to investigate what Mark has to offer. What reasons do you have NOT to look at this?
And here’s how easy it is: Mark has prepared a straight-talk, detailed report – “HOW TO RECRUIT, HIRE AND TRAIN A DREAM TEAM OF
SALESPEOPLE,” which you can have absolutely FREE of cost or obligation. Get it, read it and decide for yourself whether or not you want to get in on
Mark’s information. It’s that simple. To get your FREE Special Report go to www.tewart.com/specialreport or call our 24 hr. hotline at 1.866.432.2468.
You will hear a brief, free recorded message and be able to leave your name and address, so your report can be mailed to you. Or write “report” on your
business card or letter head and pop it in the fax machine or email it. Mark’s fax number is 513.934.4588 and his email address is info@tewart.com -
Either way, you will get his eye opening report rushed to you, free.
By the way, I wasn’t paid a penny to write this about Mark. I am a car dealer just like you. I did this just as a way of saying thanks to Mark for
everything he’s done for me. And I am not the only person who feels this way. With your report, you’ll get a book of actual comments from some of the
over 10,000+ other salespeople, managers and dealers he has helped. Most like me are now making more money, with less hassle than ever before. More
business that we handle ßows in everyday… proÞtably. All we can say is this, “don’t envy us. Join us”.
Chad Hawkes, Hawkes Motors, Pryor, OK.
P.S. Please don’t get my number and call me. The last thing I need is a zillion phone calls asking me about Mark. I’ve said what I have to say right
here. What else could you possibly need to know? Instead, call 1.866.432.2468 and ask for your FREE SPECIAL REPORT today. You owe it to your
business.
visit www.tewart.com/specialreport for a Free Special Report or call
888 2 TEWART 283.9278
7. $100,000 to $450,000+ $450,000.00 in 4 Days
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Gross ProÞt in 4 Days!
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Would you be interested in delivering 30 to 70+
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8. sts ms ls fis lr
JerryReynolds
leadership solution
Re-elect George W. Bush
It took 225 years for it President Roosevelt, President Bush was started. The war against terror is nowhere
to happen, but America preparing us for war in that speech. near finished and it’s clear that John Kerry is
lost its innocence on going to take us backwards.
September 11, 2001. George W. Bush prepared us for war, a
The lives of every different kind of war, a war that would not The tax cuts initiated by President Bush are
American changed that end soon, a war that would be fought in many taking effect and the economy is improving.
day, and sadly it will never be the same. But it different lands. Tears rolled down my eyes as At no time has America been a safer place to
really started well before that. he said these words: “We will not tire, we will be. The outlook for the future is extremely
not falter, and we will not fail.” For the first bright, especially for those of us in business.
Most of us have forgotten that 241 Marines time in ten days, I felt more at ease and I felt
died in Beirut in 1983. Ten years later the like a proud American. We had a plan and we Where we stand today is very reminiscent
World Trade Center was bombed in New had a strong leader to carry out that plan. At in many ways of the time right before the
York. Our embassies have been attacked last, it appeared that America could go back great Ronald Reagan was re-elected. Much
worldwide. It’s only been four years since to work, back to our normal lives and back to like President Bush’s first term, Mr. Reagan
the U.S.S. Cole was bombed. There are smiling at each other. inherited an economy in decline. By the end
multiple examples of attacks against us and of Reagan’s first term, things were improving
our people. September 21st, 2001 will remain in my and he needed that second term to finish the
memory second only to September 11, 2001 job. President Bush finds himself in the same
Yet nothing shook our very foundations like because it was the day our President changed situation, except besides just overcoming a
the vision of huge 757 planes flying into the world. His words were strong and more spiraling economy; he’s had to overcome
the World Trade Center towers. We saw the resolute than I had ever seen a President be. the economic devastation of September 11,
pictures over and over again and America His eyes told the entire story. It was clear to 2001.
wept, the unthinkable had happened. Our the world that he was serious about winning
Pentagon was ablaze, planes were crashing this war and that he would not give up until I would be an advocate for President Bush
into fields and we felt an overwhelming need the task was accomplished. without regard to who his Democratic
to be with our loved ones. challenger is. Our major concern today has
to be the security of our country. Another
The shock and disbelief lasted for days. Car attack within our borders like 9/11 could
sales came to a screeching halt as America
watched TV, loved on their families, and
By the end of devastate America. Recent history has shown
us that you cannot reason with terrorists.
searched for answers as to why this happened.
We needed answers and most of all we needed
Reagan’s Þrst Saddam Hussein is a prime example of this.
He was told repeatedly to open his country to
comfort and assurances that this would not term, things inspection for weapons and he refused. We
were improving
happen again. all know the world is a better place because
Saddam is not in power, but what would
You find out who real leaders are when there
is a crisis. Shortly after 9/11 we learned that and he needed have happened if George Bush had backed
down? We must have a strong leader that will
our President was decisive, dedicated, and
compassionate at the same time. His words
that second term not back down. Force is the only thing our
enemies can appreciate.
of comfort standing in the rubble that was the
World Trade Center not only brought comfort
to Þnish the job. In November, we have the clearest choice
to the people of New York, it brought comfort we’ve ever had and an opportunity to elect a
to a grieving America. man that will protect us, that brings dignity
Many heroes emerged from the ashes of that back to the White House, and a man that will
History shows that there is a defining moment horrible day. We found out that the police continue the job of improving our economy.
in every Presidency. I believe the defining officers and fire fighters of New York City are Nothing is more important to me than family,
moment in George W. Bush’s first term came some of the finest and bravest in the world. and I know that my family will be better off
on September 21, 2001. I will never forget We found out that there were hundreds of and safer if George W. Bush is re-elected. I
that speech or the effect it had on me. Ten untold stories of the people of New York City hope you’ll join me in giving him four more
days after the brutal attack, it seemed that pulling together. We found out that a group of years.
America had gone from sadness to anger. We men stormed a plane over Pennsylvania and
needed the world to know that we were not saved countless lives. And without doubt,
going to stand for this. We needed to know it we found out that George W. Bush was the
ourselves. right man for the job at the lowest point in
American history.
Sixty years earlier, Franklin Roosevelt stood
in the same room with a very similar message. Today, we face a clear choice. Domestically Jerry Reynolds is the Owner of
We had been attacked at Pearl Harbor and the and abroad, we have found that George W. Prestige Ford. He can be contacted at
President wanted the world to know that Bush is a leader and we have to make sure 800.723.3158, or by email at
we were not going to sit by idly. Much like he is re-elected to finish the things he has jreynolds@autosuccess.biz.
8 subscribe today at www.autosuccess.biz
9. sts ms ls fis lr
ZigZiglar
sales and training solution
Don’t Miss the Good Life
John Jones was your motivation by reminding you that you Well, there you have it. Three hints on how to
waiting for his flight can do it! Your self worth will be enhanced catch your 2:20 to Boston. If you implement
from New York to and your confidence will be increased. We these ideas, you will be more dangerous than
Boston. He stepped sales people need all that we can get of those you are now!
on the scales that elements. This list can include things from
gave your “weight and childhood to present time. You will find that Zig Ziglar is the Chairman of the Board of
fortune.” He inserted his coin and out came by making this list, you will recall that you Ziglar Training Systems in Dallas, TX. He
his fortune: “You are John Jones, you weigh possess the qualities and attributes necessary can be contacted at 866.873.0026, or by
188 pounds, and you are going to catch the for success. email at zziglar@autosuccess.biz.
2:20 to Boston.” He was astounded and
surprised. He tried it again with the same
results. The fortune said, “Your name is still
John Jones, you still weigh 188 pounds,
DEALERS MUST BE
and you are still going to catch the 2:20 to
Boston.” He went into the restroom and
changed clothes and he tried it again. This
time the fortune said: “Your name is still John
Jones, you still weigh 188 pounds, but you
ON TELEVISION!
just missed the 2:20 to Boston!”
Are you missing the good things that life has to
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2. Learn from successful failures. That’s
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Automotive Advertising
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darkest moments! The lesson to be learned is
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3. Keep a “victory list.” You should make a
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yourself of past successes. This will fuel
october 2004 9
10. sts ms ls fis lr
GeorgeJackson
f&i solution
How to Convert
Outside Finance Customers
“Hey George, I have deduct and automatic withdrawals. By doing boat. This cross-collateralization allows the
a customer for you, so, they are giving up a great deal of financial bank or credit union to reduce risk and tie up
and he wants to go control, something I would advise against. assets, making it difficult for a customer with
to his credit union.” What happens if an unforeseen expense some missed payments to secure financing
When some business arises and the customer would like to defer elsewhere. This is due to the fact that the
managers hear these the payment a few days? With payroll lending source could call the boat loan due
words, they immediately feel dejected, begin deduct or automatic withdrawal, deferring if the customer finances a vehicle elsewhere.
the turnover with a defeatist attitude, and a payment cannot be done. Customers who To find out if the banks and credit unions
expect to fail when attempting a conversion. enjoy that convenience may find it is just as you are competing with use this language,
Others hear these words and recognize an easy to pay bills online. This alleviates the you need to obtain a copy of the contract
opportunity to display their preparation, need to write a check, address an envelope, they use and read it thoroughly. You may be
product knowledge, and positive attitude. or pay postage, and it still provides financial surprised at what you find.
How you address this type of customer control.
says a great deal about you to your sales We have a tendency to take for granted the
people and your sales managers. The best Most customers do not realize that a contract strength of our borrowing power with our
thing about a credit union or outside bank signed at a dealership is an indirect loan and best lenders. If you send 50 finance contracts
customer is that he/she already needs your that a contract signed at a bank or credit to your lenders every month at an average
service, and all you have to do is explain why union is a direct loan. The difference can be of $20,000 per contract, that results in $1
your lending sources are better than his/her alarming. With an indirect loan, the vehicle million worth of business sent to your lenders
lending source. You will be more successful is the only collateral for the lender. The every month. That equals $12 million per
if you understand and communicate the four lender cannot secure any other assets from year and $48 million over four years! This
major advantages your sources have over the customer to reduce the risk. With a direct is why we can usually get higher advances,
most credit unions or banks. loan, the credit union or bank can ask for marginal applications approved, longer
and secure additional collateral as needed, terms, and other benefits for customers. In
A lot of customers feel it is more convenient often without the customer’s knowledge. addition, our sources report to bureaus, and
to get approved at their own source, and that Most indirect loans have contract language that helps establish and maintain credit for
is not necessarily true. Most dealerships that requires the customer to pledge his or customers. Many credit unions and banks do
have software programs that download her checking account, savings account, and that as well, but not all do.
applications to multiple lenders. This allows other deposits held by that same lender as
for quicker approvals, which leads to quicker collateral. This is called Right of Offset. Finally, sometimes the biggest advantage
deliveries. This means the customer does not Additional language allows the direct lender we have is the factory programs available
have to take time to drive someplace else, fill to secure assets as security from other loans to those with approved credit. While credit
out an application, drive back, and wait for as security for the automobile loan. In other unions can be very competitive with rates,
delivery. What could be more convenient than words, if the customer has an existing loan they usually can’t compete with the sub-
financing at the dealership? The customer for a boat and enters into a new loan for vented rates that have been available for the
is already there. Many customers like the a truck, the boat is now collateral for the past three years.
convenience of repaying the loan via payroll truck, and the truck is now collateral for the
Dealership financing has many advantages
over outside financing. Despite this fact, you
will still hear “no” more often than “yes.”
Up Unit Sales via Referrals!
However, stay positive and expect a success
rate of 30-40%, which is a great average for
Up Service Visits by 13x a person!
a business manager to achieve. Give every
attempt an honest effort because it is simply
Would you like a cost effective way to increase your referrals? a numbers game. You will never hit the level
you want unless you try with everyone.
Want to dramatically increase service visits you lose to
Lube, Mufßer and Tire shops?
Would you be interested in a program that pays for itself
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Call today for a FREE Sample!
800.723.2590 AUTO
C A S H C A R D S
George Jackson is the Director of
F&I Training for American Financial &
Automotive Services, Inc. He can be
contacted at 866.280.0301, or by email at
gjackson@autosuccess.biz.
10 visit us online at www.autosuccess.biz
11. sts ms ls fis lr
SeanWolfington
leadership solution
Leadership Assessment
The following is
a summary of the LEADERSHIP ASSESSMENT
difference between
a “Manager” and a
“Great Leader”. You
can use this table to
determine which type of leader you are and
more importantly what type of leader you
want to be. This table will help you identify
where you are, where you want to be and
how you can close the gap. As you read the
table ask yourself which description matches
you the most and how you can improve who
you are and what you do. I hope this helps
you continue to grow and improve into the
leader you are made to be.
Sean WolÞngton is an Owner of BZ
Results.com. He can be contacted at
866.802.5753, or by email at
swolÞngton@autosuccess.biz.
Poor Manager Great Leader
AT T I T U D E
Focuses on negative • Focuses on positive
Looks for mistakes • Looks for successes
Builds on weakness • Builds on strength
Pessimist • Optimistic
Know it all • Forever Student
Does not need to improve • Constantly learning and growing
Seeks recognition • Seeks to give recognition
Inßexible • Flexible
Impatient with team • Patient with team
Quick to judge • Quick to understand
Seeks to be understood • Seeks to understand
Focuses on self • Focuses on others
SelÞsh • Selßess servent
AP P RO AC H
Dominates • Motivates
Register Now Administrates
Counts on controls
•
•
Innovates
Counts on people and trust
Insults • Consults
The Venetian Demoralizes
Negative feedback & language
•
•
Recognizes
Posititve feedback & language
Hotel & Resort Not accessible • Accessible
Las Vegas, Distracted • Attentive
Nov 11 & 12 Bad listener • Great listener
Limited Seating Interested in telling their opinion • Interested in your opinion
Re-Active • Pro-Active
Call Now On seat • On feet
800-849-4113 Wait for it to happen • Makes it happen
www.autosuccess.biz
october 2004 11
12. sts ms ls fis lr
BrianTracy
leadership solution
Transforming Bad Habits
Your habits have been independence, and success are life-enhancing. but kept banging his nose on the glass. After
developed from early They are the habits that have brought you several hours, Seligman removed the glass.
childhood as the result the success you enjoy today. The habits that And what happened then? The dog, who
of things that you have revolve around your fears, on the other hand, was still hungry, sat only a few inches away
chosen to do, or not to act as brakes on your potential. They hold you from the food and never even attempted to
do. Your entire life is back. They interfere with your success. They eat it. The dog had learned to feel helpless.
the result of your past choices and decisions. trip you up on a regular basis. They cause you The dog had become so convinced that he
And like all of us, you probably have some to sell yourself short and settle for far less than was incapable of getting to the food that even
bad habits that have held you back from your your potential. when the obstacles were removed, he just sat
true potential. But here’s the good news: Since there with his stomach growling.
you are always free to choose, you can make Dr. Martin Seligman, in his book, Learned
new choices and decisions today that will Optimism, wrote about the chief psychological There are dozens of experiments like this. In
determine what happens to you in the future. phenomenon of modern life. He called it every case, it is clear that animals, and human
“learned helplessness.” Based on his 25 years beings for that matter, learn to feel helpless.
One of your main objectives in life is to of research, he discovered that virtually every They develop habits of thought that hold them
develop new habits and make them your person has one or more areas where they feel back from reaching their full potential.
masters, while at the same time overriding and helpless and unable to do something that they
setting aside old habits that may be interfering really want to do. If someone were to tell you that you could
with your progress. learn to type 30, 40, or 50 words per minute by
Seligman’s research demonstrated how taking a typing course and practicing an hour
You have two major types of habits. You animals can be trained to feel that they are each day for the next few months, you would
have habits that revolve around your desires helpless. In one example, he put a dog into shrug your shoulders and say, “Of course!”
and you have habits that revolve around a cage with a glass wall in the middle that Everybody knows that you can acquire a
your fears. The habits that revolve around separated the dog from a bowl of food. The particular physical skill by learning how it is
your desires for health, happiness, financial dog was hungry and tried to get at the food done and then repeating it over and over again
until it becomes automatic.
But when it comes to mental habit patterns,
most people are a little baffled. They don’t
realize that you can learn mental habit patterns
by following exactly the same process that
you would use to learn physical habit patterns.
And mental habit patterns will have a far
greater impact on your life and happiness than
any physical habit pattern ever could.
Once you have recognized the old, negative
habit patterns that do not serve your purposes,
you can determine what new habit patterns
you would like to adopt. Begin this process
by looking around and determining the people
that you admire the most, both living and
dead. Ask yourself: What qualities do they
have? Which of their characteristics do you
most wish to have for yourself? Then make a
plan to incorporate those ideal habits into your
own character and personality.
You know that you can shape a piece of
clay into any desired form. You can also
shape your own character and personality
by simply deciding to do so. I won’t say
that it is easy. Changing your beliefs and
attitudes about yourself is one of the most
difficult undertakings you will ever face. But
it is definitely possible and achievable if you
dedicate the necessary time and effort.
How long does it take to develop a new habit
pattern? It depends on how complex the habit
pattern is. You can develop a simple habit
12 www.autosuccess.biz
13. continued
pattern in 14 to 21 days. For example, if you and joint of your body to keep it young and want to become in the future. Remember,
want to begin getting up half an hour earlier fit. And finally, you must have regular habits your subconscious mind is activated
so that you can plan and organize your day, it of rest and recreation that will enable you, in and programmed by mental pictures. All
might take just two to three weeks to develop combination with diet and exercise, to live a improvement in your life and character begin
the habit. If you want to develop a new habit long, full life. Remember, your health is the with an improvement in your mental pictures.
pattern of behavior that goes deeper into your single most important thing you have, and it Use visualization on a regular basis in
character, it might take several months or even is completely dependent upon the habits you conjunction with your positive affirmations.
a year or more. The most important point is develop with regard to the way you live.
that, no matter how long it takes, the end result 4. Emotionalize the affirmation and the
is achievable if you are really determined. The sixth habit is an orientation toward visualization. Take a few minutes each day
honesty and integrity. In the final analysis, to actually experience the feeling of being the
The habits of success have been studied by the character you develop as you go through excellent, outstanding human being that you
the great thinkers and philosophers for at life is more important than virtually anything have decided to become.
least 2,500 years. After personally studying else. Honesty means that you practice the
the subject for more than 30 years, I have “reality principle” in everything you do. 5. Launch into your new habit with conviction.
found that the very best people have the You are completely objective with yourself Assume the role, acting as if you had been
very best habits. Based on these findings, I and with the world around you. You set very hired to perform this role in a movie. The
have identified seven habits that you need to clear values for yourself and you organize more you behave exactly as if you already had
develop if you want to perform at your very your life around your values. You develop a the habit, the more you actually become the
maximum in everything you do. vision for yourself and then you live your life person that you desire to be.
consistent with your highest ideals. You never
The first is goal orientation. You need to compromise your integrity or peace of mind 6. Tell others that you have decided to develop
become a habitual goal setter, and dedicate for anyone or anything. this habit. When you tell others, you motivate
yourself to working from clear, written goals and encourage yourself. You also force
every day of your life. This attitude of honesty will enable you to yourself to consistently act in accordance with
enjoy all of the other success habits that you your new resolutions because you know that
The second habit you need to develop for are developing. others are watching.
success is result orientation. Result orientation
is made up of two practices. The first is the The seventh habit, the one habit that guarantees 7. Continually review your progress on a
practice of continuously learning so that you all the others, is that of self-discipline. Your day-to-day basis. When Benjamin Franklin
become better at what you do. The second ability to discipline yourself, to master developed his own process for character
practice is that of time management, which yourself, to control yourself, goes hand in formation, he would review his behavior every
means setting very clear priorities on what you hand with success in every area of life. single day to see if he was living consistent
do and then concentrating single-mindedly on with the values that he had determined were
the most valuable use of your time. My favorite definition of self-discipline important. You can do the same thing. At the
comes from Elbert Hubbard. He said, “Self- end of every day, do a brief recap of your
The third major habit you need to develop is discipline is the ability to make yourself do behavior during the day relative to the values
that of action orientation. This is really the what you should do, when you should do it, and habits you are trying to develop. Give
most important habit for material success. whether you feel like it or not.” yourself points when you are strong, and be
It is the ability to get on with the job and patient with yourself when you slip from time
get it done fast. Fast tempo in whatever you Every one of these habits: goal orientation, to time.
do is essential to your success. You need to result orientation, action orientation, people
overcome procrastination, push aside your orientation, health orientation, honesty, The most important keys to developing new
fears and launch 100 percent toward the and self-discipline, can be developed. The habit patterns are patience, determination,
achievement of your most important goals. following is a seven step method you can use and persistence. When you begin to change
to internalize any habit or group of habits that yourself, you will find that it is not particularly
The fourth habit you need is people orientation. you want to make a permanent part of your easy. But it is possible if you continue to work
This is your decision to cultivate within character and personality. at it.
yourself the habits of patience, kindness,
compassion, and understanding. Virtually all 1. Decide clearly on the new habit. Write it You can take complete control over the
of your happiness in life will come from your down as a goal in the form of a present tense, shaping of your character and personality, and
ability to get along well with other people. personal, positive affirmation. For example, everything that happens to you in the future,
And getting along well with other people is if you want to develop the habit of self- by making the decision, right now, to define
based on a set of habits that you have learned, discipline, you write, “I am an extremely well- and develop the habits that will lead you to
or failed to learn, from childhood. But it is disciplined individual in everything I do.” great success. And when you develop the
never too late to become a wonderful human habits possessed by other successful people,
being in your relationships with other. The 2. Repeat your affirmation as often as possible, you will enjoy an equal, if not greater, level
more you practice being a truly excellent and with as much enthusiasm and conviction of success.
person in your relationship with others, the as possible. The more times you repeat this
more you will internalize those qualities and command, the more likely it is that your
actually become that person. subconscious mind will ultimately accept it
and begin to adjust your thoughts, words, and
The fifth habit you need for great success is behaviors to be consistent with it.
health orientation. This means that you must Brian Tracy is the Chairman & CEO of
make a conscious effort to eat the right foods 3. Visualize yourself as if you already had Brian Tracy International. He can be
in the right proportions. You must exercise on the new habit pattern. Imagine yourself as contacted at 866.300.9881, or by email at
a regular basis, continually using every muscle already being exactly the person that you btracy@autosuccess.biz.
october 2004 13
14. sts ms ls fis lr CarolMartin
leadership solution
Communication and
Individual Management
This article is the last of to hear. He/she frequently backs away from subordinate’s communication style oppose
a series about reducing situations that might put him/her in a bad light, one another. Example: A dealership recently
employee turnover make him/her seem hard-hearted or uncaring; hired Steve, a very friendly and seemingly
by maximizing he/she has a strong need to be liked by those highly persuasive person, to lead its sales
employee morale and around him. He/she may be an enthusiastic people. Steve was diligent about greeting
productivity. In the motivator, inspirational cheerleader and/or each member of his staff enthusiastically
previous issues of AutoSuccess we wrote of articulate conversationalist. each morning; he would also make it a point
“Defining an Agency’s Corporate Culture” to strike up casual conversations and hold
the various things that distinguish it from Since establishing rapport with others is a top unabashedly colorful discussions about how
other agencies and “Retention of Staff” priority in the mind of an extrovert, he/she is to increase sales. While a few subordinates
the importance of knowing your specific generally expressive, upbeat and enthusiastic. appeared to appreciate his rather flamboyant
workplace needs and then selecting suitable He/she often serves as the promoter, networker work approach, most seemed disinterested and
employees. and presenter of a team. Perks, public praise uninspired.
or status symbols will spur him/her on and
Being aware of how the different members inspire him/her to perform well on the job. Try as he might, Steve could not seem to
of your dealership communicate is key to connect with everyone on his team. He
knowing why individuals may sometimes You may have read the preceding paragraph saw many vague, emotionless stares when
have conflict with each other, not understand thinking of your sales people. For fun and telling humorous stories to break the ice and
one another, and find it difficult to work increased understanding, read it again and received turndowns to his heartfelt lunch
together. Interpersonal communication comes think of one of your sales people from the invitations. When some sales people started
into play in virtually every aspect of human standpoint of managing him/her. The same excusing themselves from his team-building
life and is probably the most critical element behaviors give critical clues to optimized games, Steve knew he needed to find alternate
of management; it is pivotal to the ongoing coaching and motivating. management techniques – quickly!
success of a dealership. Managers and
subordinates may often seem to be operating Read the paragraph again, but this time think Anyone who finds himself/herself in Steve’s
from opposite sides of the communication about what you are reading as it might apply situation needs to step back and realize that
spectrum. The ability to relate to one another to your employee’s management style and the subordinates who are reserved in demeanor
opens the door to increased motivation and way he/she is likely to communicate with and will dismiss zest and passion as superficial and
a greater sense of commitment within a motivate others. meaningless. They respond to facts, practical
dealership. It also often brings the added feedback, and logic. Small talk should be
benefits of heightened productivity, job Let’s look at another personality and its kept to a minimum and a more formal, less
satisfaction and employee loyalty. particular interpersonal communication style. frivolous work approach should be adopted.
The individual who is not people-oriented
Dealerships throughout the nation have found but who is task-directed. He/she tends to A totally different plight emerges when the
that behavioral-based assessments can be be matter-of-fact, skeptical and inclined to opposite occurs, when it is the sales manager
instrumental when it comes to identifying an examine situations before speaking. This who is serious and direct and the employee
individual’s communication style. Statistics analytical conservative may not be responsive who is spirited and unrestrained. Example:
show that an increasing number of dealerships to enthusiastic attempts to make him/her The manager, Donna, felt she was doing all
are electing to profile both job candidates and buy into an idea. He/she is convinced by she could to inspire and motivate her team.
existing employees in order to have a clear data, inarguable information, not by others’ She made an effort to get right to the point,
view of their needs and preferences. Among excitement. He/she is inclined to examine citing weaknesses in a job performance and
the preferences an employee’s preferred way the practical ramification of situations, he/she offering clear ways to improve.
of being communicated with and his/her often helps keep an organization based in
natural way of communicating with others. reality and feasibility. What she later learned, however, was that
Knowing more about an applicant makes it most of her subordinates expected her to
easier to determine if he/she is really suited Since he/she is objective in his/her thinking, loudly praise and applaud their efforts. They
to the job, the work environment and those this calm, collected individual tends to utilize needed a cheerleader, someone who could
critical communication issues. a consultative business style. He/she takes an display an interest in their achievements, not
analytical approach when dealing with buyer’s just dwell on their failings. It was easy to see
What can a profile tell you about interpersonal issues and offers sensible solutions when why communication and productivity within
communications? A person who communicates dilemmas occur. He/she also takes his/her the dealership had deteriorated. Donna’s
in an outgoing, highly animated and gregarious time to develop rapport and may not always very dry, somewhat negative approach to the
manner does not speak the same language as be highly approachable, he/she is often labeled business was not one her vivacious, colorful
one who is reserved, pragmatic and serious. as “no fun” or even “anti-social.” sales staff could even begin to relate to.
The interpersonally focused individual is
more inclined to think with his/her emotions. You might want to re-read the preceding two A manager in Donna’s situation needs to make
Because he/she is not as fact-driven as his/her paragraphs thinking of your employee in sales, a conscientious effort to provide frequent and
quiet co-workers, he/she may be more likely as your subordinate being managed and as a enthusiastic praise to his/her team. He/she
to take information or appearances at face manager of others. should also be reminded to take the time to
value, could tend to talk more than listen, show some interest in the personal feelings
and may say things he/she thinks others want Problems abound when a manager’s and a of subordinates, as this can create a spirit of
14 subscribe today at www.autosuccess.biz
15. continued
harmony and camaraderie. A no-nonsense tone another. A manager might wonder when Attempting to take charge of a team without
and serious personality can make one seem the subordinate will start to work up to predetermining its strengths, weaknesses and
unapproachable, distant, especially to those expectations, while that same subordinate compatibility is like getting behind the wheel
who are outgoing. Such miscommunication may simply begin to look for another job. The of a car without first knowing where the gas
typically causes great rifts throughout a truth is that if each one could understand the pedal, brake and gear-shift are. When driving
department or an entire dealership. reason for the other’s behavior, more harmony this way, you would expect mishaps and
and accord exist. confusion.
While it is possible to modify management
techniques, it is obviously easier to hire the Three ways to help reduce turnover rates:
person who is best suited to the environment. 1. Define your agency’s corporate
The one who, from the start, will be a good fit culture
with the team, a hire who is likely to respond 2. Know that the first step in employee Carol Martin is a Senior Consultant
to the natural interpersonal communication retention lies in employee selection with The Omnia Group. She can be
style of the prospective manager. Before 3. Learn how to communicate contacted at 800.601.3216, or by email at
taking on new employees, it makes sense to effectively with your employees cmartin@autosuccess.biz.
screen them to help weed out those who might
quickly become labeled “high maintenance.”
Increase Sales by
The wrong person for a particular workplace
or a particular manager can be a frustrating
and costly mistake.
20% in 10 Minutes
Example: When Janet, a long-time favorite
employee, was promoted and needed to be
replaced, the dealer and general manager
were hoping to find someone like her. They
interviewed several candidates then hired
Amanda, who seemed as self-starting and
cooperative as Janet. Soon after, however, the Stay in contact with all ups
manager noticed that Amanda was making
an inordinate amount of mistakes. She also Receive total data based management
seemed more aloof than he remembered her
being at the interview and certainly was no
Janet. After months of mutual frustration,
Daily management reports you can use to
heated discussions and several warnings, manage your people
Amanda was fired.
Hoping to avoid another time-consuming
FREE FTC “Do Not Call” daily
and financially draining bad hire, the synchronization and alert to help you
dealership decided to have Janet take an
employee profile. The results revealed that aviod an $11,000 Þne
Janet possessed two very dominant traits that
Amanda had clearly been lacking: Janet was
The Koons Automotive Group sold over 44,000 vehicles last year with the help
meticulous in her work and very diplomatic.
With a new understanding of what they were of ProResponse
looking for, it did not take long to find Susan, -Alex Hafer General Manager
whose profile showed strong similarities to
Janet’s. Susan was hired and has proven to ProResponse is the only system I have ever used where the sales people are
be a happy, productive and quality-conscious actually motivated to use it. Our new car sales are up 21% in one year.
employee – just like Janet.
-Jeffrey Abel President Miller Toyota
Managing Susan is easy too, because her boss
knows she works best when given clearly Our closing ratio has improve 38% and our “be-backs” have nearly doubled.
defined objectives, specific instructions, When we first implemented ProResponse we averaged 160 cars a month, an
and frequent feedback regarding her job average month is now 350!
performance. Letting her work with little -Kevin Cohan General Manager, Jim Coleman Cadillac Infiniti Toyota
oversight would be a big mistake and could
RORESPONSE
cause her to flounder when ambiguous
situations arise. Her manager knows her
traits and uses her profile to coach and
motivate (while avoiding the employee’s own
demoralizers), there exists a greater sense of
mutual understanding, well being and team
spirit. Limited Exclusivity. Call us before you competition does!
When difficulties, challenges and
disagreements are prevalent in the workplace,
employees and employers often blame one
800.453.8211
october 2004 15
16.
17.
18. fs feature solution
PatrickLuck
Dealers Generate $500k in
ADDITIONAL PROFITS LAST MONTH
The Marketing Revolution Part 1: Dealers are using select 3rd party lead their results. The best part about Internet
There is a marketing revolution taking providers to generate leads for their staff marketing is that everything is measurable
place where dealers are changing how they Part 2: Dealers are setting up websites so so it is important to evaluate how many
advertise by targeting their marketing like they can generate their own leads also leads you get and what the closing ratio and
a rifle rather than shot gunning with mass Part 3: Dealers are using the right tools & cost per sale is by source. “We measured
media. The two biggest shifts in the market processes to increase the closing ratio of our lead activity for 90 days and we cut all
are the use of low cost advertising that is their leads of our poor performing lead providers. We
more measurable than traditional advertising Part 4: Direct Mail and Email Marketing only kept the great performers and the lead
like the Internet and direct mail. Mass media aggregators like Dealix are the best because
is increasing in cost and decreasing in the Part 1: The Lead Providers the closing ratio is much higher when you
return. This has been brought on since the Lead providers give dealers leads every have the right information to contact the
newspapers have consolidated and there are month in their geographical area. The reason customer and the cost per sale is under $200
more TV and Radio Stations reaching less dealers use lead providers is because these per vehicle,” explained Robert Revere from
and less people. At the same time, almost 3rd party buying services have a national HouseofCourtesy.com.
80 percent of shoppers use the Internet to presence in the market and have online
research before they buy a car compared to advertising that gives them exposure Used Car Lead Providers
less than 30 percent of the shoppers that use to customers that the dealer may not Dealers have had a lot of success with selling
the traditional advertising mediums like TV, otherwise be able to reach. In addition, some used cars on the Internet because it is a lot
Radio, Outdoor and Print. As a result, the customers prefer to interact with a 3rd party easier for a customer to spend time on their
Internet and targeted marketing has emerged because they feel they will get unbiased and computer searching dealer inventories than if
as the most effective way for dealers to objective information they can trust. This they had to spend all weekend driving around
advertise for less cost and they can measure is the first step most dealers take because from store to store. Used car lead providers
everything they spend. they can start getting leads immediately list dealer’s inventory on their website and
from these 3rd party providers so they have customers inquire on the exact vehicle they
Can you Make Money on the Internet? enough leads for a full time person who can want. The unique part about used vehicles
“Last month we sold over 200 cars over the get them results right out of the gate. There is that every one of them is “one of a kind”
Internet for $2400 gross profit per vehicle. are 2 basic types of lead providers: New car so the closing ratio and the gross profit can
We have increased our sales by 179 percent lead providers and used car lead providers. sometimes be higher when compared to new
over last August by using the web to attract vehicles. “We are #1 for sales of Honda
more traffic for less cost compared to our New Car Lead Providers Certified vehicles and we don’t even have a
traditional advertising. We spent $100k less New car lead providers give dealers leads used car lot. We are land locked and we sell
in advertising while we almost doubled our from their own website. Lead providers most of our used vehicles on the Internet. We
sales and profitability and we can measure can charge anywhere between $20-$35 per make more money on used cars online than
where every dollar is going,” said Brian lead and they vary greatly in the quality of we do on new cars because the average gross
Benstock from Paragon Honda & Acura. the leads they sell. Some leads have a low per sale is much higher,” said Benstock from
Robert Revere from HouseofCourtesy.com closing ratio and a high cost per sale while ParagonCars.com. In addition to receiving
agreed, “We sold 277 cars online last month others have a high closing ratio and a low a lot of Internet leads on used cars, most
and we became the #2 Chevrolet dealer in cost per sale. The key to buying quality leads dealers will receive 5-10 times the number
the country because of what our Internet and is to make sure that they are not “duds”. of phone calls from used car lead providers.
BDC department generated.” In this article, There is a new type of lead provider called “In addition to the Internet leads we get, we
we will give you a summary of how you can an “aggregator”. New car lead “aggregators” get more than 100 calls from having our
use the Internet and targeted marketing to filter and clean leads before they give them cars on AutoTrader.com. In addition, we
make more money for your dealership. to dealers to check to see if they are “duds” link customers to our website directly from
and to ensure they are higher quality and AutoTrader.com by simply asking them to
What are the best dealers doing to make thus get a higher closing ratio. For example, add a link with ParagonCars.com to increase
more money online? an aggregator will scrub the leads and the traffic to our own website also,” added
We researched how the best dealers in append the leads to ensure that the contact Benstock.
the country are shifting their advertising info is not bad and they will sometimes add
to attract more customers for less cost by information that is important to a dealership Part 2: Dealership Websites
leveraging targeted marketing. We have like the phone number and other information The second part of the most successful
summarized what they are doing in 4 parts. that helps the Internet sales person improve dealerships Internet strategy is their website.
18 www.autosuccess.biz
19. The best dealers typically generate a lot of for Internet sales people to manage these are. It doesn’t convey any compelling
leads directly from their own website. The opportunities over many months. These reason for the buyer to favor your dealership
leads from a dealerships website typically tools will create daily calendars and follow over another. It doesn’t make a case for the
have a higher closing ratio than the leads up plans to remind the sales person of who to product or service you sell.
they buy from 3rd party providers and the call and when to call them. In addition, most
average cost per sale is usually lower. Most of the tools come with templated emails In contrast direct response advertising’s
dealers recognize this but they do not have to send to different customers in different very name is self-explanatory. It is designed
enough leads from their own website to situations. Dealers and managers like the to evoke an immediate response or action
sustain their growth. The first challenge is fact that these tools make it easy for them to – a visit, a call, or a purchasing decision
that they do not know how to attract the monitor their advertising return, their people, from the buyer. The most effective form of
traffic to their website and if their site does process and results by giving them accurate direct response advertising is direct mail. It
not get traffic it won’t generate leads. The reports that are automatically generated. In presents factual, specific reasons why your
second challenge is that many dealerships total, these tools help Internet sales people company, product or service is superior to
have templated websites that don’t do a good improve their response times, appointments, all others. Direct mail advertising directs
job turning website browsers into leads. The sales and follow up because it does some people to action. It compels readers to call
best dealers have the right Internet marketing of the work for them. “We increased our you or drive their car down to trade it in
strategy to drive traffic to a website that is closing ratio from 7-25% in one quarter on a newer model. Used effectively, direct
effective at converting visitors into leads and according to Honda’s Excel Report because mail can produce tons of super qualified
sales. “We actually set up our own regional our CRM tool automates most of the process ups. At its best it literally compels people to
buying service at www.RedMcCombs.com for us. Buzztrak automates the initial call, visit and buy. And you can analyze the
and we sold 500 vehicles last month online,” responses and 90% of the follow up during value, profitability and performance of your
explained Rad Weaver from Red McCombs. the sales process and after they buy the car. advertising.
The key to a great website is that it should We are currently handling over 1000 leads
market the entire dealership and it should with only 3 people because most of their job “We integrated our direct marketing and
generate a lot of leads. The key to generating is automated. The best part is that it frees email marketing campaigns to attract
a lot of leads is to get a website that has a our team to spend more of their time selling customers to our website and our dealership.
high “conversion ratio” which means that appointments and cars rather than spending We hired J&L Marketing to set up and
it converts a high percentage of browsers time sending emails,” said Benstock, co- implement the whole direct mail program.
into leads. In addition, the best websites owner of Paragon Honda. In just the first week we sold over 50 units
do a good job setting the dealership apart for more than $100,000 in gross profit. In
from their competition by sticking out Part 4: Direct Mail & Email Marketing addition, we continued to deliver vehicles
amongst the bland cookie-cutter sites that Dealers are frustrated by the high costs of weeks after the event.” said Brian Benstock
all look the same. “After we changed our mass media and the decrease in the return from Paragon Honda. Benstock continued,
manufacturer templated website to our they are getting. Mass media is undergoing “direct mail has replaced a lot of our
new website we generated over 700 leads a major shift because it is difficult for newspaper advertising because we have been
and we sold 106 units the first month,” advertisers to target the right audience. In able to increase our traffic while spending a
said Jennifer, the Internet director from addition, consumers are using satellite radio lot less money and the cost per sale is almost
www.ParagonCars.com. The best dealers and tools like TIVO to skip commercials half of what we used to spend.”
have websites that generate a lot of high thus undermining advertiser’s ability to
quality leads to their Internet department reach them at all. Newspaper costs continue Just Do It!
and additional traffic to their phone and to skyrocket as a result of consolidation. It is obvious to most dealers that the targeted
showroom as well. We noticed that the best Thus dealers who spend a majority of their marketing and the Internet is the future of
dealers have a blended strategy where they ad budget on TV, radio and newspaper are automotive advertising. What makes the
get their leads from their own website and a forced to pay to reach millions when only best dealers succeed is their ability to see this
few high quality lead providers because both thousands are actually interested in their opportunity, to act and to follow through. In
generate incremental sales for a lower cost offers. our business, failure is caused less by a lack of
per sale compared to traditional advertising knowledge and more by a lack of execution.
mediums. Almost every Print ad, Radio or Television I hope this gives you the information and
commercial, even some Direct Mail pieces the inspiration to take action and to improve
Part 3: The Right Tools & Processes are institutional – type advertising. At best, how your marketing, attracting, selling and
When dealers set up the right lead providers that produces deferred results. At worst keeping your customers.
and website they usually don’t have a – and this applies to 95% of all advertising
problem generating a lot of leads. What out there – institutional advertising is an
makes dealers money is how good of a job ineffective, vacuous, wasteful expense
they do in turning their leads into sales. The that accomplishes no productive purpose
challenge that many dealers face is that they whatsoever.
can get hundreds of leads in one month and it
can become very difficult to manage, follow No wonder most dealers state that attracting
up and measure all of that lead activity with traffic to their showroom is their single
out the right tools. All of the best dealers use biggest challenge in selling cars today.
some type of lead management or CRM tool Patrick Luck is the Editor and Publisher
to help them manage all of their leads. These Most institutional advertising tells you of AutoSuccess Magazine. He can be
tools accept and organize the leads they get how great the dealership paying for the contacted at 800.331.9507, or by email at
from all of their sources to make it easier advertising is, or how old and stable they pluck01@autosuccess.biz.
october 2004 19
