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Volume 6 • Issue 2

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6. It’s Not What You Say...
8 TomHopkins
Consulting vs. Selling
10 BrianTracy
on the cover Digital Marketing - The Not So New Frontier
11 TeresaBordenet
Order Up Some Quality Customers
Third-Party Providers Serve Tasty Leads to Your Dealership 12 MarkKanter
You’re Fired
Firing Your Worst Clients 14 RalphR.Roberts
Hi, I’m Pushy and Obnoxious...Wanna Buy Something
16 MichaelYork
A Visit From the CEO
18 JesseBiter
Making the Most of Your Media Interview, Part 4
Tips and Checklist for Radio and Webcast Interviews 19 PattiWood
Who Would You Tell if Caught in a Compromising Situation
20 DeniseRichardson
Increase by 600 Percent
Focus on Fundamentals Gives Castrucci Ford a Huge Boost 24 PatrickLuck
From Gorilla Marketing to Guerrilla Marketing: Get Your
New-Car Inventory Online 26 ScottPainter
Control Clinches the Sale
27 DavidJacobson
When Your Callers are on Hold, Your Business
Doesn’t Have to Be 28 AmyClark
My Country ‘Tis of Thee
30 SeanWolfington
‘I Don’t Want to Consider That Car...It Has Too Many Miles’
31 JeffMorrill
Measure Success at Every Step
34 PaulLong
Integrated Search Marketing Funnels Additional 174 Units
35 RalphPaglia
Presentation is Everything
36 DavidThomas
How to Boost Your Sales Confidence
37 DebbieAllen
How to Hire, Train and Develop 20 Car-A-Month Salespeople, Part 3
38 BobCarmack
Maximize Your Lead ROI
40 SeanV.Bradley
Seven Steps to Success
Making Sure Your People Succeed 41 RichardF.Libin
Swim With a Dolphin
42 MarkTewart
helping to promote... God is the source of all supply
Proverbs 12:24 - Work hard and become a leader; be lazy and never succeed.
Patrick Luck, Editor & Publisher Susan Givens, Vice President Thomas Williams, Creative Director Dave Davis, Creative Strategist & Editor Lead Generating Information
God is the source of all supply
luck43@sellingsuccessonline.com sgivens1@sellingsuccessonline.com design@sellingsuccessonline.com ddavis@sellingsuccessonline.com sales@sellingsuccessonline.com
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AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year. AutoSuccess welcomes
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8. sts fos ls ms sf fis TomHopkins
sales and training solution
It’s Not What You Say...
It’s not what you say, so for a total amount of only $27,950.” 4. Deal
but how you say it This one is a pet peeve of mine. What have
that counts, right? I’m 2. Monthly Payment we all been looking and hoping for all of our
certain you’ve heard I already have too many of these. How lives but never found? A good deal. “Deal”
that cliché hundreds of about you? This phrase brings to mind brings to mind the stereotypical, slap you
times. sitting down at my desk and writing out a on the back and squeeze your hand too hard
whole bunch of checks. Use the phrase salesperson of old. Don’t use it. Change that
In business, what you say is just as important “Monthly Investment” or “Monthly image in your mind and theirs to opportunity.
as how you say it. In selling vehicles, you Amount” for the same reason listed above.
must learn to paint mental pictures in the “Sally, after we cover all the features
minds of your potential clients. Those pictures “Pam, based on the total amount for your you’ve mentioned you’re seeking in a new
show them being happier, sexier, better new car, your monthly investment will only car, I think you’ll see that it’s an excellent
looking, economically- or environmentally- be $390.” opportunity for you.”
minded, studly or well-to-do because of
their ownership of one of your vehicles. 5. Sign
You must strike each person’s buying nerve Nearly every transaction in the world today
in a positive way by paying attention to the Think about involves having the person making the
pictures your words are creating. buying decision “sign” a piece of paper that
everything you obligates them to give up some of their hard-
While most of what you say is specific to
the particular vehicles you represent, there
say and what earned money for something else. Whether
people realize it consciously or not, there’s
are many words that are commonly used
in selling situations that you need to pay
kind of picture it a certain level of mental cringing that goes
on when that happens. Old-time salespeople
attention to. Some bring about positive brings to mind. used to tell you to “sign on the dotted line.”
images. Others don’t. Here are a few to get
you started on the road to more closed sales. In selling it’s all Having your signature on a sales document is
a legal and binding promise. And, where do
1. Cost or Price
the little things you go to get out of one should you change
your mind? In some cases, you have to go to
When you hear how much something costs, that add up to court. So don’t ask anyone to sign a contract,
or what the price is, what comes to mind? For charge slip or purchase agreement. Ask them
me, it’s a picture of money leaving my wallet. the closed sale. to OK, Endorse, Authorize or Approve the
Since money represents security for me (and paperwork. They know “paperwork” means
most other people), that picture can cause “contract” just as they know “approve”
some mental anguish unless it’s overwhelmed 3. Sell or Sold means “sign.” It’s just the mental picture of a
by the beauty and joy of the vehicle I’m For some people these terms bring to mind more pleasant experience that matters.
tempted to own. So, until you reach the point a picture of something being “pushed
where I’m highly motivated to own it, you on” someone. “We’ve sold 20 of these This is just the beginning. Think about
need to avoid use of those terms. Instead, use in the last two weeks,” can come across everything you say and what kind of picture
the terms Total Investment or Total Amount. as high pressure sales. Use these phrases it brings to mind. In selling it’s all the little
instead, “Get them involved” or, “Helped things that add up to the closed sale. You’re
Those two terms create different pictures than them acquire.” Getting someone involved closing all the time by what you say and the
“cost” or “price,” don’t they? An investment, with your vehicles sounds more like they mental picture of ownership that you paint.
in most people’s minds, generates a return participated rather than that they were a
of some sort — even if it’s just a sense of recipient of something they might not have
confidence in owning a reliable vehicle. An wanted. Helping someone acquire something
“amount” is less threatening than a “cost.” sounds more like you’re serving their need. World-renowned master sales trainer Tom
Hopkins is the chairman of Tom Hopkins
“Jim, I can see you’re excited about “We have been fortunate to help many young International. He can be contacted at
owning a brand new mini-van for your families in the community, like yours, acquire 866.347.6148, or by e-mail at
family’s next vacation and you can do new minivans as their lives get busier.” thopkins@autosuccessonline.com.
8 www.sellingsuccessonline.com

10. sts fos ls ms sf fis BrianTracy
sales and training solution
Consulting vs. Selling
One particular self- must be experts; they must be authorities competitors by being more concerned with
image possessed in their field. They know their products and helping their prospects than with selling
by high-achieving services from one end to the other. They their products and services. Their customers
salespeople is that invest many hours familiarizing themselves often feel that they care more about them
they see themselves as with every single detail of what they sell, and than about making a sale. And it’s true.
consultants rather than as salespeople. They of what their competitors sell, as well. They
see themselves as problem solvers with their know the strengths and weaknesses, the Now, here are two things you can do
products or services, rather than as vendors. advantages and shortcomings, the features immediately to put these ideas into action.
They do not approach their customers, hat and benefits of what they are offering. They
in hand, hoping for a sale. They approach have excellent product knowledge, which First, see yourself as a problem-solver rather
hopeful clients with the attitude that they their customers can sense, giving both their than as a salesperson. Take sufficient time
are consultants calling on the prospect to customers and themselves greater confidence to understand the prospect’s real need before
help him or her solve a problem or achieve throughout the sales conversation. you start selling.
a goal.
Top salespeople, positioned as consultants, Second, think of ways to tailor your product
Seeing themselves as consultants, they ask make themselves resources for their clients. or service to your customer’s needs so
questions carefully and listen intently. They They carry themselves as advisors, mentors that he/she sees what you sell as the ideal
focus all of their energies on understanding and friends. They become emotionally solution for him/her.
the customer’s situation so that they can involved in their transactions and are
make intelligent recommendations based on generally concerned that their product or
Brian Tracy is the chairman and CEO
what the customer really wants and needs. service be the ideal solution to the needs of Brian Tracy International. He can be
of the prospects they are dealing with. contacted at 866.300.9881, or by e-mail at
As consultants, they recognize that they They differentiate themselves from their btracy@autosuccessonline.com.
10 www.sellingsuccessonline.com

11. sts fos ls ms sf fis TeresaBordenet
Digital Marketing -
marketing solution
The Not So New Frontier
We have all heard about and they’ll make sure you are covered in when a marketer combines multiple channels
digital marketing, and terms of meeting said regulations. in the message campaigns.”
it’s reaching a frenzy
point with YouTube, So check out Wikipedia (www.wikipedia.org)
MySpace, interactive and look up “digital marketing and multi- Teresa Bordenet is the vice president of
Web sites, and the channel communications.” As the site states, strategic initiatives at MarketView 360. She
daily feed of news and gossip from instant by using a multi-channel approach with your can be contacted at 866.452.7022, or by e-
messenger and RSS feeds. digital marketing, it is “much more successful mail at tbordenet@autosuccessonline.com.
The thing is, we aren’t as ahead of the
curve as we’d like to think. Go to our Asian
counterparts and you’ll see a scene right out
of “Minority Report” — walk by a Gap and
you might get a text message offering 10
percent off right then and there.
The goal of digital marketing is to be able
to promote your products and services using
online distribution channels to reach your
consumers in a timely, relevant, personal and
cost-effective way.
So if you are doing your homework, you
have seen the statistics. Newspaper spending
has gone down by half in some markets and
industries while the Internet continues to
grow year after year.
So how are you staying ahead of the curve?
Digital marketing has many components.
Examples would be mobile phones (SMS or
text messaging), e-mail, RSS, podcasting,
voice broadcasting, Web sites, banner ads,
and the list goes on. Within this, there are
two types of digital marketing: the “push”
and the “pull.”
A good example of a pull is when a user has
to go and get the information, so that would
be your Web site or a blog. The good news is
that the user can pick and choose what they
want. The bad news for you is that it’s hard
to personalize the messaging.
For a push form of digital marketing,
examples are e-mail and SMS, and this is a
huge benefit to those of us that are trying to
manage our customer’s lifecycle because we
can make the messaging targeted and relevant
to the recipient. Plus, we get detailed tracking
and reporting, so we can easily make changes
to our content. Something to watch out for?
Getting blocked. Because of regulations set
forth by each push message type, content can
be rejected or refused before it even gets to
the recipient.
That’s where a partner that is knowledgeable
about the digital marketing space comes in
handy. They’ll ensure that your messaging
meets criteria to get past or through blockers,
the #1 sales-improvement magazine for the automotive professional
11

12. fs feature solution
MarkKanter
Order Up Some Third-Party
Providers Serve
Quality Customers Tasty Leads to
Your Dealership
Dealers first had the chance to buy third- hundreds, and it takes more than 10 fingers “freshness” — the time from “It’s actually kind of amazing that dealers
party Internet automotive leads a little over to count the big names. submission by the customer to the aren’t abandoning traditional advertising at a
10 years ago. Back then, anyone selling such receipt in your inbox can often be faster rate,” said Kanter. “It’s getting harder
leads faced a skeptical and inexperienced Many of the car buyers who use these sites measured in seconds, not minutes. and harder to justify in terms of cost. It’s
audience. But the case to be made for buying will never submit their lead directly to a true, some dealers use TV, radio and print
third-party leads was largely the same then as dealership. This means that, for dealers Finally, remember that “quality” ensured effectively to establish their brand and achieve
it is today: lower costs per sale, measurable that don’t invest in third-party leads, these by a respected lead aggregator means more a certain level of visibility, and there’s a place
om- of
bottgth
ROI and a variety of other advantages over customers will remain completely off the than timely delivery and a legitimate phone for that. But, compared to online alternatives,
traditional advertising. radar screen. For those that do invest in number and e-mail address. Good third-party including third-party leads, these media are
..thestren y leads:
third-party leads, these customers represent leads represent consumers who are ready to no longer effective ways to generate leads
What’s changed is that, a decade ago, these
claims had yet to be vigorously tested. Today,
valuable incremental business. Mark Kanter,
a Chicago-based automotive marketing
buy and have indicated the model that they
prefer. This is perhaps the biggest reason
and sell cars.”
.
they are widely accepted, and a growing
number of dealers treat third-party leads as
consultant, explained his philosophy: “It used
to be that everyone read the newspaper, and
that the cost per sale is so low for third-party
leads: they’re easier to close.
Leads Backed With Expertise
This isn’t true of all lead providers, but the line rd-part esent
thi ey repr who, ,
a core part of their business. you could reach your entire market that way. best provide leads and the knowledge and
Now, different marketing venues provide Measurable ROI expertise you need to get the most out of
Why have things gone so well? One, as the access to different groups of consumers, with With traditional advertising, calculating ROI them. Where does it come from? In-depth
importance of the Internet to auto sales grew,
the importance of third-party automotive
less and less cross-over. And there’s probably
no single marketing tactic that offers access
always involves a lot of guesswork — and
often a good deal of optimism, too. With
market research, for one. But more vital is
the accumulated experience of sales reps who Th sumers st part a
con the moto buy n
Web sites grew even more. Car buyers have to a larger pool of new customers than third- third-party leads, there’s zero guesswork, spend their days working with dealers and
looked increasingly to major automotive party leads.” and your mood on any given day has nothing seeing, first-hand, the techniques that work
portals as sources for objective information, to do with it. You buy X number of leads, and the ones that don’t.
even as they have continued to make
good use of manufacturer and dealer sites.
Quantity and Quality
Thanks to the proliferation of third-party
and to these shoppers you sell Y number of
cars. This transparency makes your initial In a recent study by R.L. Polk and The
for going uestio
are . The qy buy
Two, in adapting to a new, Internet-based Web sites and the growing number of people foray into the world of third-party leads Cobalt Group, analysis of 1.1 million third-
marketplace, dealers have developed skills who use them, there are more third-party very safe. According to Kanter, “The guy party leads found that 56 percent resulted in
that have made them even more adept at leads available today than ever. And, thanks who sells you newspaper advertising may be a sale. Additionally, 42 percent of those sales
car ill the
converting third-party leads. Three, the best to the work of “lead aggregators,” leads able to convince you that your poor results occurred within 30 days of a lead’s submission
providers of third-party leads have grown are available to dealers in quantity without are actually good, but there’s no chance of — and 68 percent occurred within 90 days.3
more skilled at generating, qualifying and dealers having to do business directly with that with third-party leads — you can pretty These numbers illustrate the bottom-line
verifying leads, and are thus able to deliver
more and better leads to their clients.
each of dozens of sites. much do the math in your head.” strength of third-party leads: They represent
consumers who, for the most part, are going is, wm you?
fro
Lead aggregators are middlemen who buy Lower Costs Per Sale to buy a car. The question is, will they buy
Still, there are dealers who remain on the leads from the third-party Web sites and No lead provider would brag about from you? The answer is simple: Only if your
fence when it comes to third-party leads. resell them. Before you start thinking of this “measurable ROI” if they weren’t pretty dealership is using third-party leads.
Some, of course, haven’t yet embraced the as a bad thing — like the “We’ve eliminated certain that, when you calculated your ROI,
Internet as a key medium for finding and the middleman” TV ads for discount furniture you were going to like the results. And, One thing noted by Kanter is the way
connecting with customers. Others prefer stores — consider the significant value that indeed, the cost per sale for third-party leads that third-party leads are evolving into a
to focus on generating leads themselves, lead aggregators add: is much lower. competitive necessity. “As more dealers begin
through search engine optimization and paid • They make leads from many different to rely on third-party leads, any dealership
search advertising. What follows isn’t by Web sites easily available. How much lower? In 2005, dealers spent an contemplating this investment is faced with
any stretch of the imagination an argument • The best aggregators partner with only average of $571 on traditional advertising the fact that someone will be buying most or
against these valuable efforts. It’s simply the most trusted and effective Web per vehicle sold — up from $460 five all of the leads available in any given market.
a look at why third-party leads are good sites, ensuring high-quality leads at the years before.1 Meanwhile, the cost per sale It’s no longer just a question of leaving money
business — now more than ever. outset. for third-party leads remained constant on the table; now it’s a matter of giving it to
• The best aggregators have developed at approximately $250 per unit sold. Not your competition.”
Incremental Business sophisticated “scrubbing” techniques surprising, given that newspaper advertising
Many car buyers prefer third-party that they use to guarantee accurate is reaching a smaller and smaller audience Mark Kanter is an industry consultant to
automotive Web sites over manufacturer and contact information and filter out with each passing year. A recent study found Dealix, a Division of The Cobalt Group. He 1. Automotive News Market Data Book, 2003 and 2006.
dealer sites. One measure of this preference questionable leads. that consumers are spending an average of 10 can be contacted at 866.852.2754, 2. Universal McCann, June 2004, Jupiter Research, September 2004, NADA 2005 Industry
is the veritable explosion in the number • They have developed sophisticated hours per week online, compared with only or by e-mail at Analysis Division.
of these sites. Today, there are literally delivery systems that ensure lead one hour per week reading the newspaper.2 mkanter@autosuccessonline.com. 3. 2006 R.L. Polk study: Automotive Industry and Dealership e-Business Performance Study.
12 www.sellingsuccessonline.com
13

13. sts fos ls ms sf fis RalphR.Roberts
sales and training solution
You’re Fired Firing Your Worst Clients
We have all had our once in awhile as a token of your appreciation. more about your top clients, so you have a
share of bad clients Nobody generates great leads better than a better idea of where you can find more people
— those wishy-washy, great client. like this. Here are a couple suggestions:
time-consuming, • Find out who your client is. Study
energy-sapping Fire Your Worst Clients the demographic — age, household
complainers who seem In the same way you drew up a list of your income, geographical location, and so
committed to driving us crazy and driving our best clients, jot down a list of your worst on. Maybe you fit better with a certain
businesses into the dirt. What do you do with clients — the 10, 20 or 30 people who make group and should target that group in
these people? I say fire them, and the sooner you not want to get out of bed in the morning. your marketing efforts.
the better. These are the people you need to get rid of, • Get to know what your best clients do
and here are some suggestions on how to get for a living, where they hang out after
What about the customer always being right? rid of them: work, other products they buy, and so on.
That is a myth. • Pass the client to a team member whose Gather as much information about your
personality is a better match. This keeps best clients as you can, through normal
What about the fact that you have too few the client in the fold while relieving conversations and correspondence, to
clients already? Maybe you would have more you of the burden. You should have draw a detailed portrait.
time and energy to find new and better clients weekly team meetings with your fellow
if the bad ones were not wasting so much of salespeople. During those meetings, you Brainstorm a list of the seven top sources for
your time and resources. can discuss “problem” clients and the more clients who are like your best client.
possibility of swapping clients. (I have Perhaps targeting a certain geographical
What about the bad PR this will generate? three listing managers, who regularly area would be best. If you met the person
Well, you don’t exactly have to be mean exchange clients to better serve each through an Internet promotion, that may be
when firing your clients. You should let them client and nurture more productive and where you want to focus your efforts. Think
down easy, make it seem as though you are profitable relationships.) in terms of what you need to do to get more
doing them a favor. You have to handle it • Refer them to a competitor. Your client clients like this.
properly, but you also need to get rid of them. may actually be better suited to working
At the same time, you have to find superior with your competitor than with you. Tip: One of the best sources of new good
replacements. Respectfully tell the client that you clients are former good clients. Clients are
want to make sure that their needs are like magnets. Their friends and family are
Identify Your Best Clients met, and the best way to accomplish likely to be like them, so continuing your
I keep a list of my best clients, past and present. that is to match them with the excellent relationship provides more opportunities to
I actually have several lists — a top 25, top dealership down the road. You may meet the best type of client for you.
50 and top 100. These are the people I drop have the option to collect a referral fee,
everything to serve. To make it on my list, a making it a win-win-and-win situation. Remember, no matter what you are selling, you
client must have the following qualifications: • Pull back. If you are a person who is are in the business of selling time. If you have
• Places me first obsessed with pleasing others, your clients who are wasting that precious resource,
• Pays a fair price without quibbling natural impulse when dealing with you need to get rid of them. It may not be easy,
• Challenges me to do my best lousy clients is to ramp up your efforts. but it is necessary for your own survival and
• Allows me to do my job without Take the counterintuitive approach success. Start today. Fire your worst clients
second-guessing my decisions instead — back off. Let the client go and start searching for better ones.
• Provides me with leads, referrals, and without confrontation.
other opportunities… what I like to call
“a sale that keeps on giving” Tip: Take the blame. Never blame the client
for the failed relationship.
You probably spend a great deal of time and
effort attracting great clients, so when you Add Better Clients Ralph R. Roberts is a nationally
find one, make the most of the relationship. As a salesperson, you should be constantly recognized sales coach, author and official
Keep in touch with the person. Call them, recruiting clients — better clients, clients like spokesperson for Guthy-Renker Home. He
send occasional greeting cards and e-mail the ones on your top 25 list. How do you find can be contacted at 866.470.5181, or by e-
messages, and perhaps even send a gift every these better clients? Basically by learning mail at rroberts@autosuccessonline.com.
14 www.sellingsuccessonline.com

14. CHECK OUT OUR NEW BABY,
IT’S SMOKIN’ HOT.
We’re proudly introducing the arrival of MyRide.com, the next big thing on the automotive
Internet. Check out our new baby at www.myride.com, and take the ride! For more
information call 1-800-785-4584 or go to www.autobyteldealer.com today.
©2007 Autobytel Inc. Autobytel is a registered trademark and MyRide is a service mark of Autobytel Inc. POWERED BY

15. sts fos ls ms sf fis MichaelYork
sales and training solution
Hi, I’m Pushy and Obnoxious...
Wanna Buy Something
What’s the perception How many managers over the years gave As a director of sales teams for many
of salespeople? What you a book and a business card and said years, I used this “what everyone thinks of
comes to mind when something to the effect of “Now get out there salespeople” example to convey to my group
you hear the word and make somebody mad, don’t take ‘no’ of aspiring sales performers exactly how
“salesman?” for an answer, close early and close often, they’d be thought of when someone answered
do whatever it takes, but bring me back a their phone calls for an appointment, or when
In 1978 I became a salesman. I know that SALE!” they entered an office, or someone walked
because it said so on my business card. It through their door for the first time. They
would be years later before I learned to Oh, so that’s what it takes to make a sale. would be in that 80 percentile — or at least
become a selling “performer.” My product perceived that way — just like all those other
was Salad Master cookware, with the same Fortunately for the marketplace, there’s money-grabbing sales types.
company where Zig Ziglar set all the sales something called the 80/20 rule. This rule can
records he often speaks about (and I certainly apply to many things, but in this case we’ll But the good news is that just by being aware
did my part to make sure those sales records use it to identify the 20 percent of salespeople of this perception in the marketplace and by
stayed intact). who have committed to becoming “aspiring doing a few things well, any individual can
sales performers.” begin to stand out in the mind of buyers and
That was my first introduction to the world customers as different. Unique. Atypical.
of selling. I should say, that was the first Aspiring sales professionals are those who Unconventional. As uncommon.
time I was included in that group called perform, and are paid, at the highest level.
“salespeople” that I’d heard about. Right up Wouldn’t that be a worthy ambition if you’ve How do you do it? How can you stand out in a
until the time that I answered that ad for a chosen selling as a vocation? marketplace today of sales-sameness? How
little extra income each week, I’d never seen do you establish yourself as a professional
myself as being “one of them.” selling performer? How skilled are you at
asking questions that set you apart? How
As I began learning my new trade, everyone Welcome to well do you listen? How do you create
kept talking about becoming a selling real value for the customer? How can you
“professional” (they’re still talking about it ‘The NOW position yourself as a resource to them, and
today). But the word “professional” simply
means you’re paid to do something, or to Economy,’ to the organization?
appear professional while doing it.
where no one Welcome to “The NOW Economy,” where
no one cares about how good you used to
What the best of the best in the selling
profession do is perform — think Hollywood
cares about be. What customers are asking now is “How
good will you be next week?”
or Las Vegas. This marketplace is all about how good you
“The show,” and the performers who are
paid to be in it. That’s what this marketplace used to be. Customers are asking many of the same
questions they’ve always asked, but they’re
and every manager wants from a salesperson not settling for the same old answers. How
— a performance. It’s not acting so much as are you coming up with new answers to now
knowing “you’re on,” and responding with If you are going to be generating revenues for questions, for your organization and for your
an award-winning performance again today. organizations to survive and even prosper, customers?
wouldn’t it be great to decide at some point,
What’s the general public’s perception of the sooner the better, that you will do it in an Want my short list of 10 things you can do
“salesperson?” When I ask that question to live uncommon fashion? Something other than now to “Become Uncommon” as a selling
audiences, here’s the list they come up with: the typical list of “pushy,” “obnoxious,” “say performer? E-mail me at the address below
Pushy. anything,” etc? and ask for the uncommon list on selling.
Obnoxious.
Say anything. What would you use to make your list on the Lights, camera, action! You’re on.
Do anything. uncommon selling performers? How about:
Unprofessional. Honesty.
Less-than-truthful… Integrity.
Commitment.
OK, we can stop now. Get the idea? Continuous Learning.
Michael York is an author and professional
Powerful Communicator. speaker. He can be contacted at
Why is that? Simple answer: we earned that 800.668.5015, or by e-mail at
reputation over years and years of doing all And that means a commitment to myork@autosuccessonline.com, or visit
those things. “becoming.” www.MichaelYork.com.
16 www.sellingsuccessonline.com

16. OUR NEW BABY IS GETTING
A LOT OF ATTENTION.
People are ooohing and aaahing over MyRide.com, and why shouldn’t they? MyRide.com
has a passion for everything automotive and is fun, easy-to-use, and hot enough to attract
millions of consumers, which will make both dealers and manufacturers smile. It’s a car
lover’s community with millions of used vehicles, thousands of top-notch dealers, plus
hard-to-find parts and accessories, lots of photos, videos, blogs, and more from across
the Web. To see how we roll, log on to www.myride.com, and take the ride.
For more information, call 1-800-785-4584 or go to www.autobyteldealer.com today.
©2007 Autobytel Inc. Autobytel is a registered trademark and MyRide is a service mark of Autobytel Inc. POWERED BY

17. sts fos ls ms sf fis JesseBiter
leadership solution
A Visit From the CEO
Most of us, at one of evil. Some people, eager for money, either transfer or terminate. Customers,
time or another, have have wandered from the faith and pierced employees, vendors — each would be treated
had to deal with an themselves with many griefs.” in strict accordance to the impact they have on
uncomfortable visit 1 Timothy 6:10 the bottom line. In contrast, when a business
from the boss. From is structured as a part of God’s eternal plan,
the reception desk to So what would Jesus think if He came to visit then decisions will reflect a different set of
the executive wing, even the most seasoned your office? As CEO, He would be entitled to values. Rooted firmly in Biblical principles,
professional can be overcome with anxiety inquire about virtually every aspect of your management will look at people, policies
when his or her performance is open for day-to-day operations. You would provide and practices and evaluate each based on
evaluation. That familiar “humbling” feeling Him an HR overview — how employees how they conform to the larger purpose.
is commonplace throughout the business are hired, trained, evaluated, promoted and
world. But what if the purpose of the boss’s terminated. You would open the books to “I will instruct you and teach you in the way
visit was about more than fiscal reports and discuss accounting payables, receivables, you should go; I will counsel you and watch
sales projections? profits, losses, debt and payroll. A tour of both over you.”
the sales and customer service departments Psalm 32: 8
Christian business leaders are taught to run would surely be on the agenda to examine
their business as if Jesus Christ were the first-hand how the company establishes new Go ahead and take a tour of your office with
Chief Executive Officer. Turning the keys accounts, builds long-term relationships, and Jesus. Show Him what you think you are
over to Jesus is a difficult concept for many manages the inevitable customer complaints. doing to fit into His eternal plan for you and
people to understand and can be equally At the end of the day, the CEO must be your company. Ask Him to identify areas of
difficult to actually implement. First off, the assured that each department is being run in strength and areas that need improvement. A
lack of a physical presence sitting across line with the company’s vision. wise manager will always strive to exceed
the conference table presents an obvious the boss’s expectations. A wise manager that
challenge. However, part of bringing one’s In both our professional and personal lives, also loves the Boss, will delight in seeing
faith to work is actually having some “faith” we either serve God or we serve money. His plans fulfilled.
to begin with. Just because Jesus doesn’t Jesus said, “No one can serve two masters.”
make idle chatter at the water cooler or If a business is designed strictly as a tool to
flash a polite smile as He passes your desk, generate revenue, decisions will be made
doesn’t mean He is not an integral part of exclusively with net profits in mind. If policy Jesse Biter is the president and CEO of
every aspect of your business. hinders profitability, it must be changed HomeNet, Inc. He can be contacted at
immediately. If employees are not meeting 866.239.4049, or by e-mail at
“For the love of money is a root of all kinds lofty expectations, action must be taken to jbiter@autosuccessonline.com.
18 www.sellingsuccessonline.com

18. sts fos ls ms sf fis PattiWood
sales and training solution
Making the Most of Your
Media Interview, Part 4
Tips and Checklist for Radio and Webcast Interviews
As an expert in your juice, iced or carbonated beverages. Caffeine
field, getting your and cold beverages constrict your vocal
name into the public’s chords. Orange juice is acidic and traumatizes
consciousness can the vocal chords. This makes your voice tend
bring many benefits to to be less clear and more raspy. Dairy products
you — being able to produce phlegm, making you want to clear
educate people on a topic you feel strongly your throat. And carbonated beverages make
about, and putting your name at the top of you burp. Also, just prior to the interview,
their awareness when that topic comes up, hum loudly for 3-4 minutes. This warms
to name just two. Interviews are a great way your vocal chords and enables you to sound
to spread your name and awareness of your as confident in the first 30 seconds as you will
topic, but preparation is key to making it a later in the interview.
successful undertaking. Here are some tips to
get you ready for the interview. 7. Prepare a list of questions you think
you may be asked and have answers
Logistical Preparation for Radio or prepared, including key points you want
Web Cast Interview to make. Write them down — don’t rely
It takes more than simply knowing your on your memory. If you’re selling a book or
material in order to have a smooth, successful service, develop pithy quotes that focus on
interview. Even if you are a fabulous speaker the problem you are helping to solve. Then
in person, there are some tricks of the trade practice saying, “If you are dealing with…
when it comes to broadcasting. Following are this (book) can help by….” Refine your
some logistical tips for giving a successful main points into sound bites of less than 25
broadcast or Webcast interview: words. Make sure it sounds strong. Practice it
over the phone to a friend who will give you
1. Even if they are sending a tape, tape the honest feedback.
show on your end. You can buy a recording
device from Radio Shack that will tape both 8. Prepare a list of short anecdotes. If you’re
sides of a telephone call. Or just use an old used to having time to give long examples
tape recorder and capture only your answers. and stories, radio can be challenging. Hone a
You may have a more sophisticated recording few of your best down to three or four lines.
device on your computer that will record onto When said aloud, it shouldn’t take more than
a CD. Make sure you have the right software 30 seconds. Have a few meaty tidbits ready.
and a good microphone. I talk about body language, which inevitably
stirs up funny innuendoes or racy suggestions.
2. Check your phone for sound quality. I have a few fun facts about handshakes and
Call a few friends and ask them to give your how to spot a liar that are worded so that
phone a sound check. Many cordless phones they set up the interviewer to follow up with
have a background buzz. a funny comment. This endears me to the
interviewer and ensures that the audience
3. If you use “call waiting,” turn it off. will enjoy the conversation even more.
Disable it prior to the interview so it won’t People love the spontaneity of radio. For me,
make a clicking sound while you’re on the as the interviewee, I enjoy the exhilaration of
air. a challenging question or a surprise reaction.
4. If you have other phone lines in the 9. Do not mention your product/service/
room, turn them off. You don’t want your book repeatedly. Talk about your solutions
fax line or home phone ringing during the and insights. There is nothing less appealing
interview. than someone saying, “Well, in my book…”
every 20 seconds. However, someone who
5. Create a quiet place for the interview. tells you something new, something you can
Turn off any background buzzing equipment, use today, or something that makes your life
and if you’re at home, tell everyone you will more fun or easier is incredibly appealing.
be on the radio, put a note on the door and
put the barking dog outside. Turn the papers
on your desk over so you won’t be tempted Patti Wood, MA, CSP is a professional
to read. speaker, author and coach at
Communications Dynamics. She can be
6. Prepare your voice. Drink water at room contacted at 800.849.3651, or by e-mail at
temperature. Do not drink caffeine, orange pwood@autosuccessonline.com.
the #1 sales-improvement magazine for the automotive professional
19

19. sts fos ls ms sf fis DeniseRichardson
leadership solution
Who Would You Tell if
Caught in a Compromising Situation
These days, almost as banks or credit issuers. If account access with individuals whose information
every business information, e.g. credit card or bank account may have been compromised.
has a need to identification, has been stolen from you, but
collect or maintain you do not maintain the stolen accounts, notify It is important that your notification:
personally identifying the institution that does so that it can monitor • Describes clearly what you know
information. Names the accounts for any fraudulent activity. If about the compromise. Include how it
and addresses, Social Security numbers, you collect or store personal information on happened, what information was taken,
credit card numbers and other account behalf of other businesses, notify them of any and, if you know, how the thieves have
numbers are all pieces of information that information compromise as well. used the information; and what actions
are routinely obtained from customers, you have taken already to remedy
employees, business partners, students or If names and Social Security numbers have the situation. Explain how to reach
patients. If this information falls into the been stolen, you can contact the major credit the contact person in your company.
wrong hands, it could put these individuals bureaus for additional information or advice. Consult with your law enforcement
at risk for identity theft. If the compromise may involve a large group contact on exactly what information to
of people, advise the credit bureaus if you include so your notice does not hamper
Not all personal information “compromises” are recommending that people request fraud the investigation.
result in identity theft, and certainly the alerts for their files. Your notice to the credit
type of personal information compromised bureaus can facilitate customer assistance. • Includes current information about the
will affect the extent of potential damage. FTC's Web site (http://www.ftc.gov/
What steps should you take and whom If the information compromise resulted from idtheft) and phone number (877-ID-
should you contact if personal information the improper posting of personal information THEFT) where consumers can file a
is compromised? Although the answers vary on your Web site, immediately remove the complaint, obtain the victim’s affidavit
from case to case, based on various state and information from your site. Be aware that if they become a victim of ID theft,
federal laws, the following guidance from Internet search engines store, or “cache,” and find useful information.
the Federal Trade Commission (FTC), can information for a period of time. You can
help you make smart, sound decisions. contact the search engines to ensure that they • Provides contact information for the
do not archive personal information that was law enforcement officer working on
Deter, Detect and Defend — Have posted in error. the case (as well as your case report
Policies in Place number, if applicable) for victims to
Your written policies should take into Notifying Individuals use. Be sure to tell the law enforcement
account all of the state notification laws that Generally, the earlier you notify individuals officer working on your case that you
might apply, not just the laws of the state in whose personal information has been are sharing this contact information.
which your company is headquartered. At compromised, the better chance they have Identifying theft victims often can
the very least, a policy should specify what at preventing misuse of their information. In provide important information to
events will cause your company to issue deciding if notification is warranted, check the law enforcement. The police report
notifications, what forms those notifications laws and take into account: the nature of the is important evidence that can help
will take (e.g., letter, telephone, e-mail) and compromise, the type of information taken, absolve a victim of fraudulent debts.
which state agencies will be notified. the likelihood of misuse, and the potential
damage arising from misuse. For example, • Advises consumers of their right to a
As some jurisdictions require notification thieves who have stolen names and Social free credit report along with the three
in as little as 10 days following a breach, Security numbers can use this information to credit bureaus contact information
having this information on hand can be cause significant damage to a victim’s credit encouraging them to place fraud
invaluable in ensuring that your company record. Individuals who are notified early can alerts on their credit reports. They
complies with applicable laws quickly and take some steps to prevent or limit any harm. should also be informed that weeks or
efficiently. Check federal and state laws or months may pass between the time the
regulations for any specific requirements for When notifying individuals, the FTC information is stolen and the time it is
your business. recommends that you: used to perpetrate a fraud.
• Consult with your law enforcement
Notifying Law Enforcement contact about the timing of the
When the compromise could result in harm notification so that it does not impede
to a person or business, call your local the investigation.
police department immediately. Report
your situation and the potential risk for • Designate a contact person within your
identity theft. The sooner law enforcement organization for releasing information.
learns about the theft, the more effective Give the contact person the latest
they can be. information about the breach, your Denise Richardson is a member of
response and how individuals should the National Association of Consumer
Notifying Affected Businesses respond. Consider using letters (see Advocates and an author. She can be
Information compromises can have an sample below), Web sites and toll-free contacted at 866.439.9242, or by e-mail at
impact on businesses other than yours, such numbers as methods of communication drichardson@autosuccessonline.com.
20 www.sellingsuccessonline.com