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

1. Check Us Out Online at www.sellingsuccessonline.com
Volume 5 • Issue 12

2. We help drive more than
33,000 used car sales a day.
Day, after day, after day.
You can’t find a harder working sales partner than AutoTrader.com.
We jump-start almost a third of all used car sales in America – that’s
more than a million a month. Last year alone, we helped generate a
whopping $99 billion in sales. No one brings together more buyers
and sellers. And no one gives you a more efficient way to get your
cars in front of serious shoppers.
Call 888-249-6860 today – and start making more sales
tomorrow. And the day after tomorrow.
WHAT WE DO
WORKS.
The ultimate automotive marketplace.
©2007 AutoTrader.com, LLC. All Rights Reserved. “AutoTrader.com” is a registered trademark of TPI Holdings, Inc. used under exclusive license.
Source: 2006 Prospect Close Rate Study, MORPACE International, Inc.

3. DON’T BE FOOLED
BY COPYCATS!!
COPYCATS
When you need a quality sales event that pays,
use the original Turn-Key Sales Event provider....Turn-Key Events
DEALERSHIPS AVERAGE 410% MORE UPS WITH OUR EVENTS
THAN LEADING SALES. NO TEAMS, NO COMMISSIONS, JUST TRAFFIC!!
IN APRIL 2007, THE AVERAGE RESPONSE PER EVENT WAS 531 UPS AND HOT LEADS
Plus, we include everything for you...
Direct Mailer or Parcel • Video Sales Event Website • Balloons • Mirror Tags
Registration Cards • Incentives • Grand Prize Insurance • BDC Scripts and more!
If you’ve been fooled, call our
“I’ve been fooled by a copycat and now need the original so that I can make lots of money”
Hotline at 866-665-5504.
The Driving Force Behind
Automotive Advertising
www.tkevents.com
Copyright © 2007 Turn-Key Events and it’s licensors.

5. The Top Ten Sales Killers
8 TomHopkins
Three Powerful Words to Sell More Effectively
10 BrianTracy
Sincerity Wins the Day
11 DavidJacobson
Three Dealers Who Are Hitting the Ball Out
of the Park with Their Pre-Owned Sales
Online Used Car Marketing: Three Leading Dealers Share Best Practices
12 DeanL.Evans
The Road to ‘Customers for Life’ Starts With
‘Employees for Life’
14 RandyMcPherson
Let Your Fantasy Be Your Reality
15 MarkTewart
Brand Yourself
18 DavidThomas
Don’t Forget the Waiver
19 TonyDupaquier
12 The Art of Shameless Self Promotion
20 RalphR.Roberts
Fraud, Scams, Identity Theft and Data Breaches...
Who’s Got Time for all This 24 DeniseRichardson
Making the Most of Your Media Interview, Part 2
Getting the Radio or Webcast Phone Interview 26 PattiWood
Accountable to a Higher Calling
28 JesseBiter
‘I’ll Sell My Trade Myself and Come Back Later.’ Not
29 JeffMorrill
How to Hire, Train, and Develop 20
Car-A-Month Sales People, Part 1 30 BobCarmack
Your Dealership Web Site:
Know How Customers Find You and What Their Shopping Experience Is 32 JonathanG.Edwards
The Leading Edge of Leadership
34 MichaelYork
A Line in the Sand
36 SeanWolfington
How to Heal the Sting of a Customer Service ‘Challenge’
37 AllenCheek
Training Key to Dealership’s
20 Years of Success
38 PatrickLuck
Working and Thriving in a Constructive Culture
40 TeresaBordenet
Take a Free Ride
Co-op Advertising Aids in Reducing Cost per Sale by Over 50 Percent 41 RalphPaglia
Patrick Luck, Editor & Publisher Brian Ankney, Sales-improvement Strategist
luck43@sellingsuccessonline.com super6@sellingsuccessonline.com
Susan Givens, Vice President Brian Balash, Sales-improvement Strategist
sgivens1@sellingsuccessonline.com bb11@sellingsuccessonline.com
3411 Pinnacle Gardens Drive Thomas Williams, Creative Director Rachel Bussone, Sales-improvement Strategist
Louisville, Kentucky 40245 design@sellingsuccessonline.com rbussone@sellingsuccessonline.com
toll free: 877.818.6620 Dave Davis, Creative Strategist & Editor
ddavis@sellingsuccessonline.com
facsimile: 502.588.3170
web: www.SellingSuccessOnline.com
helping to promote...
II Corinthians 9:7
Each one must do as he has made up his mind, not reluctantly or under
compulsion, for God loves a cheerful giver.
God is the source of all supply
AutoSuccess Magazine is published monthly at 3411 Pinnacle Gardens Drive, Louisville, Kentucky, 40245; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $75 per year.
AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions;
views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this
magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in
whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that
names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 3411 Pinnacle Gardens Drive, Louisville, Kentucky 40245.

7. sts fos ls ms sf fis TomHopkins
sales and training solution
The Top Ten Sales Killers
Any veteran in the business to avoid using the word “contract” signs out of your eyes when you’re with
automotive business when handling the financial details of a clients. If they suspect you’re pushing the
can tell you a story vehicle sale. We all know that contracts are sale because of what’s in it for you instead
about the one that got legally binding documents and require legal of what’s in their best interests, they’ll find
away. If you’ve been efforts to get out of them. Call your contract another dealership to do business with.
in the business more an “agreement,” “form,” or “paperwork.”
than three months, you may already have The mental image is less threatening. Think Sales Killer No. 8 – Not Knowing
your own story. about the words you use and replace any How to Close
negative word-picture images with gentler, In many cases, all you have to do is ask a
However, veterans who are successful in more positive ones. direct question in order to close a sale. “Do
this business today learned valuable lessons you have your own financing or would you
from those situations and, hopefully, never Sales Killer No. 4 – Not Investing like us to assist you with that?”
repeated them. The same should go for you, Time in Building Rapport
as well. Good rapport builds trust. No one will want Sales Killer No. 9 – Not Paying
to make a purchase from someone they don’t Attention to Details
As challenging as the business of selling like and trust. Don’t just jump right into a If you skim over details or shortcut your
vehicles might be for some, losing sales presentation on your product. Get to know presentation because you’ve done it so many
can be unbelievably easy. Learn from the your client a bit. times that you’re bored with it, you’ll lose
mistakes of others so you won’t have many sales. Remember, every presentation is new
of the sad stories to tell. Here is a list of the Sales Killer No. 5 – Lack of a to your client. So give it with enthusiasm and
top ten sales killers to avoid. Qualification System without shortcuts unless your client indicates
A certain percentage of the people you that certain details you would normally
Sales Killer No. 1 – Lack of talk with will not be good candidates for cover aren’t of interest to them. This carries
Professional Appearance ownership. If they don’t have the need or the over to your paperwork and ability to handle
If you want people to listen to you and heed money for a vehicle, there is no sale. Your a computer (if your orders are entered that
your advice, you have to come across both in challenge is to figure this out as early in way). Any missing information can cause
appearance and demeanor as a professional your communication with them as possible. clients to quickly lose faith in their decision
automotive expert. This means that you Come up with at least three or four questions and walk away.
are appropriately groomed. You walk with the answers to which will tell you if they’re
confidence. People will buy from you based qualified to own. Sales Killer No. 10 – Poor Fulfillment
more on your own conviction and enthusiasm This ties into paying attention to details. If
for your product than they will your product Sales Killer No. 6 - Not Knowing you or your dealership does not have the
knowledge. When to Stop Presenting and Close practices and policies in place to properly
the Sale fulfill the expectations of your clients, you
Sales Killer No. 2 – Talking Too Much Too many sales people think they have to will find yourself working harder and harder
When you’re talking, you’re telling. When tell potential clients everything they know to get new business. Invest some time and
you ask questions to get clients talking about about the vehicle. Even after a client has effort in understanding the proper procedures
their needs, you’re selling. You’re finding indicated that it’s right for them, the sales for delivery and follow up on new purchases.
out what they want to own. Only then can person keeps talking. Doing so could easily Do not promise anything above or beyond
you guide them to the right car, truck, van turn the client off about working with you the company standard. Yet, strive to exceed
or SUV. and cost you the sale. the client’s expectations in all areas.
Sales Killer No. 3 – Your Vocabulary Sales Killer No. 7 – Ego World-renowned master sales trainer Tom
Hopkins is the chairman of Tom Hopkins
Words create pictures in our minds. Certain Selling is a service business. You must set International. He can be contacted at
words that are inherent to selling turn aside your wants and needs to serve the 866.347.6148, or by e-mail at
people off. For example, I caution people in wants and needs of others. Get the dollar thopkins@autosuccessonline.com.
8 www.sellingsuccessonline.com

8. America’s Preferred E-Commerce Customer Provider.
There’s no question about it: 20% more AutoUSA leads
turn into buyers than any other 3rd party lead source.
And a recent study using vehicle registration data
proves it. That means you get the lowest cost per sale
in the business. No wonder AutoUSA is the preferred Increase your sales today!
source of e-comm leads for AutoNation. AutoUSA is www.autousa.com/signup
even the priority distributor for Edmunds.com leads. 1-888-208-8764
Any questions?

9. sts fos ls ms sf fis BrianTracy
sales and training solution
Three Powerful Words to
Sell More Effectively
There are three sometimes a bit more hesitant to answer a Once a person has stated their opinion on a
powerful words and “think” question but they are much firmer in subject, they are locked into it. They almost
phrases that you can defending their position once they have. always will defend and justify their decision
use as you proceed rather than change it. Carefully phrased
through the sales questions are powerful tools in every part
conversation in order Carefully of the sales process. The more of them you
to have the most
successful results.
phrased have and the better you use them, the more
competent you will appear and feel, and the
questions are more sales you will make.
The first is the word “feel.” For example,
“How do you feel about that?” is a very easy
powerful tools in Use “feel” during the early part of your
question to answer. It is almost impossible every part of the sales conversation. Focus on getting good
not to express a feeling when asked for one.
A few other questions to gain an emotional
sale process. information rather than trying to sell.
Second, move to asking questions using the
response from your prospect are, “How do words “think” and “in your opinion” later in
you feel about shopping for a new vehicle?” The third expression is “in your opinion.” the conversation when you want a definite
or “How do you feel about leasing?” The word “feel” is soft, the word “think” is answer or you are moving to close the sale.
harder, and the words “in your opinion” are
The second and even more significant word the most definite and specific of all. When
is “think”. When you ask, “Do you think this you ask, “In your opinion, is this the best
Brian Tracy is the chairman and CEO
would be better than what you’re currently choice of vehicle for what you want?” you of Brian Tracy International. He can be
driving?” you are asking the person to take are asking the prospect to take a definite contacted at 866.300.9881, or by e-mail
a much more definite stand. People are stand. at btracy@autosuccessonline.com.
10 www.sellingsuccessonline.com

10. sts fos ls ms sf fis DavidJacobson
sales and training solution
Sincerity Wins
the Day
How often do we would look forward to, for making you happy
communicate with with this price? Future business. Please
people and feel the send me customers. That is how I will benefit
lack of sincerity? from giving you this price. Does that sound
fair?”
Nothing is more of a turn-off to a customer
than this. Your customer is anticipating this Customers will usually respond with
from the beginning. They’re looking for the something like this:
plaid jacket, used car sales person or maybe
slick politician type. Be careful that you’re “Oh, I sure will, you can count on it.”
not in these categories.
All they will do at this point is start selling we’re this close to a cure
In most instances, sales people seem insincere you on the reasons you will benefit from
when they try too hard, use clichés or pitches giving them the price you did, which firms
they recently learned, or when they’re being up your deal. This is exactly what you want
superficial. On the other hand, when you to happen.
say something with sincerity, it melts into
your presentation like butter. It solidifies any Two sales people can attempt to make the
point you’re trying to make. same point and yet, one will seem so sincere,
while the other comes across as shallow.
Can sales people have the ability to
consciously choose to be sincere? Yes, Do you believe you sound sincere? If not,
because that sincerity can be learned. One try this. Look in the mirror. Find something
of the ways to learn sincerity is to take the you like about yourself. Give yourself a
pressure off you. This is accomplished compliment and notice how you feel. You
by being confident, which dovetails from should feel good about yourself. Now find
knowledge and allows you to be real and something you do not like about yourself and
honest when dealing with the customer. still compliment yourself. You will probably
feel bad. This works. You will see and feel
The key points of sincerity are eye contact, the difference.
body language and body contact. Juvenile Diabetes
Do you know why you feel the difference? affects millions
Let’s say you’re trying to make the point that Because if you lie, you will not convince Mary Tyler Moore
International Chairman and causes long-
the customer is being given a rare, special yourself otherwise. Don’t practice being
price. It helps to lean over the desk, lower sincere by lying. This is not your goal. There term complications like blindness
your voice and say it with eye contact. is enough to work with by being honorable. and kidney failure. Not to mention
Besides, customers will see through you. pain and worry no kid should have
“There is no reason to have to sell this car to live with. But we’re closer than
at this price; however, I understand that it is Does this mean that if you have a high gross
ever to a cure. Your help makes
necessary if I want to earn your business. The profit you are lying to them about getting a
only thing I ask is that you refer customers good deal? No, because, ultimately, people life-saving research possible. Call
to me, and please don’t discuss prices with will pay what they believe something is 1.800.533.CURE or visit
them. I will treat them fairly.” worth. If you and your service come with the www.jdrf.org.
package, then it is probably worth more to
Was that a strong statement? You bet. Look them than your competitor’s product.
at the messages you have given the customer.
They are the only one getting this deal. Not Sincerity is the glue that binds you to your
even their friends can get it. word and your customer to you.
You must use the correct body language when
delivering these messages to your customer
- all the time. Even when delivering a simple
David Jacobson is the founder and
message, such as the following: president of GrooveCar Inc. He can be
contacted at 866.663.9038, or by e-mail at
“Mr. Customer, do you know the only thing I djacobson@autosuccessonline.com.
the #1 sales-improvement magazine for the automotive professional
11

11. fs feature solution
DeanL.Evans
Three Dealers Who Are Hitting Online Used Car Marketing:
the Ball Out of the Park Three Leading Dealers
with Their Pre-Owned Sales Share Best Practices
You probably don’t need anyone to tell you Ashley leapt into the world of automotive information up front - including photos of The Most Visibility Money Can Buy used cars more heavily online was our
Reuben Muinos
that the Internet can help your used vehicle retailing four years ago, after graduating flaws - will win buyers’ trust and business “From our perspective, the primary value of experience in the sub-prime lending market.
business - in this day and age, it’s pretty from Colgate with a degree in English. in the end.” the Internet for used car sales lies in visibility. Many customers with poor credit think that
much a given. But finding the most effective She began in sales at Paragon Acura and There’s no other way to make your entire they can’t qualify for a new car loan. That
way to use your Internet investment to sell was quickly promoted to Internet manager. As Many Leads as the inventory as visible to such a large audience may not be the case, but the fact that they
more used cars in your particular market After stints managing a floor sales team Process Can Handle of car buyers, and the cost is quite low. With expect to buy a used vehicle makes them
may not be so straightforward. and the Business Development Center, she “Our fundamental strategy isn’t very other media, you might highlight one or two more receptive to our marketing. And the
is now marketing director for this two-store complicated: we acquire as many quality special vehicles, but the Internet gives you fact that many sub-prime customers are
We recently spoke with three dealers who business. used car leads as possible. We buy leads the chance to make every used vehicle on eager to apply for credit online gives us a
have blazed their own paths and are enjoying from third parties, we obtain them from your lot stand out for the people who might great opportunity to expose them to our used
great success in this area. They were eager to Constantly Fine-Tuning Honda and we take a number of approaches be interested in it.”
share their stories with AutoSuccess. car inventory.”
“Paragon Honda is the No. 1 ‘Certified Used’ - including search engine marketing, print,
Honda dealership in the country, and both and radio - to drive used car buyers to our Be Careful Not to Blow It Selling More Than Just the Car
As you’ll see, some of their advice
stores do very well with used vehicles of all own Web site. One reason this works is “Given this opportunity, you have to be “Most dealers understand that selling a new
overlaps and applies directly to virtually
all dealerships. By contrast, some is more different makes - so we’re definitely doing our strong Internet sales process, which careful not to blow it. The biggest mistake car involves selling the dealership itself,
specific to characteristics that define their something right here. But to say ‘something’ can handle the volume and convert leads at I’ve made in this part of our business has the sales experience, the service, and so on.
is really a simplification. We’re successful higher-than-average rates.” been to post inventory on our Web site and Business Alliances Manager, But sometimes they leave that out of the
respective businesses. But even here there
are lessons to be drawn. There may be no because we’re doing a lot of things right, and not revisit it regularly. It has to be current, Galpin Motors, equation when selling a used car. We make
reason for you to translate your Web site into constantly fine-tuning to find the right mix of it has to be detailed and the pricing needs San Fernando, CA
it a point to provide multiple photos and a
Barry Mandel
Spanish, for example, but the underlying approaches.” to be competitive with what other dealers detailed description of every used vehicle,
point Reuben Muinos of Galpin Motors in are doing. You also have to keep an eye on Galpin Motors was founded in 1946, and
but we also stress our long history, our
San Fernando, CA makes is important: Pay Biggest Mistake how your competition is merchandising their it’s a powerhouse: it’s been the No. 1 volume
integrity, our warranties and our extensive
attention to how the demographics in your “Early on, I made the mistake of assuming products. Falling behind in this regard is a Ford dealer for 17 years straight. Reuben
reconditioning program - all of which help
market may be changing. that quality used cars would sell themselves. sure way to lose business.” has been with Galpin for most of the past
us close more sales.”
In reality, it takes a combination of precise 15 years, moving from sales to Internet
Here’s what Reuben Muinos, Barry Mandel pricing and strong merchandising. That’s true Benefits of Centralization manager to his current position. In between,
Speaking the Right Language
of Schaefer and Strohminger Automotive, for all dealers, but especially so at Paragon. “We carry a total of nine brands at eight he worked for a CRM company, spending
nearly three years traveling the country and “Here in the Los Angeles area, we obviously
and Ashley Antonio of Paragon Honda and Real estate in the New York metro area is stores. Because our Internet department is
Paragon Acura had to say about increasing part of a centralized BDC, we’re better able training dealerships on effective CRM and have an enormous Hispanic market. We’re
incredibly expensive, and we get by with
your pre-owned vehicle sales. to manage the complexities of marketing Internet sales processes. about to launch a Spanish-language version
very little space. If a used car sits unsold,
inventory that’s spread out over all these of our Web site, and we expect it to have a
it’s taking up room and getting in the way of
other sales. Again, the stakes may be higher locations. And centralization is making it A Big Leap Upward - And Outward big impact on our business, both new and
Ashley Antonio
for us, but any dealer with any limitations on more feasible for us to investigate advanced “The Internet has been an important part of used. The number of dealerships that could
lot size should think this way.” merchandising techniques, including video. our new car operation since Galpin went benefit by taking this step is far greater today
Marketing Manager, But the biggest advantage of a centralized online in 1997. But we really began to use it than five years ago, and it will be bigger
No Such Thing as Schaefer and Strohminger effort is that we’re able to keep improving to drive used car sales only about a year ago. still five years down the road. I definitely
Too Much Information Automotive, Baltimore, MD, our online sales process, so that we make the The turning point came when we discovered recommend that dealers stay on top of
“If you’re posting used cars on your Web site Metro Area most of the leads that come in.” that 75 percent of our used car customers came changing demographics and think about
without mileage or pricing or good photos - from within a 10-mile radius. True, this is a how they can use their Web sites to address a
and I mean more than one or two - you’re Automotive is a second career for Barry, Sifting Data for Solutions very dense area, but there was no reason for changing market.”
wasting your time, and you’re squandering who retired several years ago from his job “For dealers who are willing to dig deep, our business to be that local. Simply making
the savings and higher profits that Internet as senior VP for a publicly traded health spa there’s a tremendous amount that can be sure that all of our used car inventory was on
merchandising and marketing make possible. company. He wanted to see if he could apply learned from the behavior of visitors who our Web site and up to date made an immediate
There’s no such thing as posting too much his sales experience in a new area, and he look at used car inventory online. It can be difference. Sales increased between 10 to 20
information. Some dealers think that a buyer sold cars for two different dealers before very revealing to see how often each car percent, depending on the franchise, and most
will call if they want to know more, but the signing with Schaefer and Strohminger, the was viewed, how many leads it generated, of the increase came from buyers outside of
fact is that it takes a lot of information to oldest automotive organization in Maryland. the ultimate disposition of those leads, the 10-mile radius.”
Dean L. Evans is the vice president of
Marketing Director, Paragon Honda bring a buyer to the point of making contact. As marketing manager for the eight-store and so on. I’m always looking at our data, field marketing for The Cobalt Group. He
and Paragon Acura, Queens, NY Buyers shop a number of different dealer group, he heads the BDC, which includes the trying to find ways to improve how we do Alternative Points of Entry can be reached at 866.406.4309, or by e-
and Woodside, NY Web sites, and the dealers that offer the most Internet Department, CRM, and CSI. things here.” “Another factor that led us to market our mail at devans@autosuccessonline.com.
12 www.sellingsuccessonline.com
13

12. sts fos ls ms sf fis RandyMcPherson
fixed operations solution
The Road to ‘Customers for Life’
Starts With ‘Employees for Life’
How happy are your 2. Take the time to hire the right thrown to the wolves. Make sure that
employees? Knowing person, even if it means holding the they know how every customer is to be
the answer to that position open for some time. We all get treated, the same way they are valued
question is a good anxious to hire someone when we need by you.
indication of how happy to fill a position quickly. Many existing
your customers are. To employees may have to shoulder more 6. Seek constant feedback from your
take care of our customers, we have to have of a work load for a while, but it is employees on what can be done better.
happy and motivated employees, but good better than hiring the wrong person Get out of your office and walk around
employees are hard to come by and “happy” who won’t be able to contribute talking with your people. Many times
is relative. As business owners we are not just effectively to the team. We will never they are much closer to the action, they
running a “Happy Club.” We are running real be better than the people we hire. Don’t can tell you what’s going on and what
businesses with real-world demands and ever- stop until you find the right fit. can be done better. It shows you value
increasing customer expectations. them when you ask for their opinion
3. Do background checks and drug and suggestions. You will be amazed at
There can be many reasons why employees screening. Many companies are doing what you find out.
may be unhappy. Their skills may not fit the this now to make sure they are hiring
job they are trying to do or they may not have the right people. For $42 you can do 7. Publicly recognize your employees
been adequately trained. They may not be criminal, driving and credit reports every time they have a personal best.
receiving regular feedback on how they are on all potential hires. Credit reports You cannot overdo it. They will love
doing. They may feel like a “number,” or will tell a lot about the person you’re the recognition which will help foster a
feel they may not be valued by management considering for hire. If they don’t mentality of continuous improvement.
and co-workers. They may have personal handle their own finances well, they
These are just a few ideas how to develop an
problems in their lives that make their whole normally don’t make good employees.
“Employees for Life,” game plan. Most people
world seem unhappy, or just have a poor work Visit www.cicsecurity.com for more
like to work in environments that challenge
ethic that doesn’t lend well to a demanding info on background checks.
them to perform at their best and they feel
environment.
4. Get referrals. Ask your top employees rewarded and appreciated when they do. By
The following are some ideas on how you can for leads of people that they know that valuing your employees, you will teach them
attract and keep, “Employees for Life.” might fit current openings. Your best how to value your customers.
employees normally hang around
1. Write thorough job descriptions. “Employees for Life = Customers for Life”
people like themselves. Some of you’re
Hire the right people. Set the standard best new employees will come from E-mail me for three ways you can increase
high. Develop a profile of the ideal referrals from my existing employees. employee loyalty today.
candidate for each position based on
past experiences and skill-sets needed 5. Train well. Once you have hired the Randy McPherson is the CEO of the
for the job. Put it in writing and make right employee, make sure you have an re:member group. He can be contacted
sure the people you interview “fit” the in-depth training program that does not at 866.467.3861, or by e-mail at
job. Do not compromise on this. leave them feeling like they have been rmcpherson@autosuccessonline.com.
14 www.sellingsuccessonline.com

13. sts fos ls ms sf fis MarkTewart
Let Your Fantasy Be
sales and training solution
Your Reality
“In the mind of the you want to be. Your subconscious does not as if they have already occurred. Don’t let
beginner there are reject any images or messages. Therefore, anyone detract from your mission.
many possibilities, what you impress, you express. The dominant
and in the mind of the messages and images win out, good or bad.
expert there are few.” Write down what you desire. Write it again Mark Tewart is the president of Tewart
Enterprises. He can be contacted at
-Suzuki Roshi and again until you can see it in your mind’s 866.429.6844, or by e-mail at
UNI_autosuccess-4.875x7.375.ai 12/11/06 2:01:10 PM
eye. Picture your desires in present tense, mtewart@autosuccessonline.com.
What would you do in your sales career if
you did not have limitations? Everyone has
self-imposed limitations. These limitations
can stem from several strong forces
– environment, childhood experiences,
workplace profiling, etc. Never allow anyone
to pigeonhole you into who you supposedly
are or who you are not.
People in your work environment continually
judge you as to what your strengths and
weaknesses are, and what you can or
cannot do. You must realize that all of these
evaluations are subjective. Opinions of you
are simply that, opinions. What someone
thinks of you does not necessarily have to
have anything to do with who you are. The
opinion that matters most is your own.
What someone
thinks of you does
OUR NEW LINE UP
not necessarily
have to have
Will Have You Seeing Stars.
anything to do The MOST FLEXIBLE SERVICE CONTRACTS in the INDUSTRY
with who you are.
The opinion that
matters most is
your own.
WE’RE SHOOTING FOR THE STARS, WHY AREN’T YOU?
You create your own reality. Who you believe Call Interstate National Dealer Services today to join
you are is who you will become. You are who
ranks with hundreds of agents and dealers who have successfully
you decide to be at any given moment. You
really don’t need anything that you might aimed for the stars for over 26 years and reaped the benefits
be telling yourself you need. I call this the
“When – Then” syndrome. Example – When
I get this, then I will do this.” Imagine your
866-515-INDS www.inds.com
limitations are written on a dry erase board.
WE WARRANTY THE BIG THINGS IN LIFE
Simply erase them and then take action.
You must continually feed your subconscious
mind with the images and messages of who
the #1 sales-improvement magazine for the automotive professional
15

15. sts fos ls ms sf fis DavidThomas
sales and training solution
How would you like
Brand Yourself
3. During Social Events, Etc their referrals and that you need them.
to brand yourself as Buy a couple of extra shirts and give them to
the “Honda Guy,” the key centers of influence to promote you and 8. Budget for Self-Promotion
“Mercedes Lady” or your product. Set aside $50 to $100 per month for personal
the “Ford Truck Guy”? advertising and self-promotion expenses.
How would you like to 4. Drive What You Sell Some examples are:
be recognized and mentioned everywhere Consider using valet parking at key social • Ad in community bulletin
you go as “The Car Person,” the automotive functions and tipping a little extra to park • Ad in high school program
“go to” guy/gal? your car in front for some great exposure. • Ad in church, PTA or alumni newsletter
It’s a rolling billboard. • Classified ad
Branding yourself can make you more • Radio traffic spot sponsor
5. You Must Enjoy Talking About Cars • Charitable event or auction
money than your name ever will. But do you
Even after a 12-hour day at the dealership,
know how to brand yourself? How do you
be enthusiastic and ready to discuss cars at Ask yourself, “What group can I identify
become the expert? How do you become the
dinner and social functions. This could be with, that I will gain from repeated
topic of conversation at social events? Here
your best source of prospects and referrals. association with?”
are some tips.
6. Get Involved Make an investment in your future sales.
1. Be Proud of Your Product and Give back to your community. Volunteer. Above all, ask yourself every day, “What
Occupation Choose to involve yourself in an organization can I do to meet new people and promote my
If you don’t believe in your product and that you will enjoy participating in. You will love of selling cars today?”
yourself, no one else will. be rewarded for your energy and efforts with
exposure and recognition. David Thomas is the owner of Subaru
2. Eat, Breathe and Wear Your Logo of Dallas. He can be contacted at
Do you proudly wear your company brand 7. Show Appreciation 866.429.6803, or by e-mail at
on your leisure time? Let everyone know that you really appreciate dthomas@autosuccessonline.com.
CREDIT REPORTS LEAD SOLUTIONS COMPLIANCE TOOLS ID VERIFICATION
Lead Prospector Solutions
Know ‘em. Reach ‘em. Close ‘em. First Advantage
CREDCO, the leading provider of specialized
credit reports, offers Lead Prospector Solutions –
a powerful suite of lead generation tools.
From highly-motivated bankruptcy and subprime
leads, to targeted demographic and Internet leads,
we have a leads solution for every prospect so you
can close more deals!
Visit us at NABD, Booth #705, May 14 - 16
866.745.2485 • CREDCOServices.com
Delivers
Lead Prospector
READY-TO-BUY
INTERNET Online Consumer Leads
18 www.sellingsuccessonline.com

16. sts fos ls ms sf fis TonyDupaquier
f&i solution
Don’t Forget the Waiver
The waiver can be a wouldn’t you rather have the coverage?” will not close the customer.
useful tool in selling
products, if used The key to utilizing this very powerful tool is Tony Dupaquier is the director of F&I
Training for the Automotive Training
properly. justifying the product you are attempting to Academy. He can be contacted
sell. You must find the benefit that interests at 866.856.6754, or by e-mail at
Once a customer has agreed to purchase the customer. Otherwise, the waiver alone tdupaquier@autosuccessonline.com.
the products he or she needs, begin having
the customer finish the paperwork. This
includes all the forms that are required by the
government, state, dealership and factory.
Doing so enables the customer to relax, as the
“selling” has ended. Once this has occurred,
the customer becomes more receptive to
hearing what you have to say, making it
easier to go back and ask for additional
products – if they are justified. The very last
form to be signed in this grouping should be
the product waiver.
When presenting the waiver, explain the
products and benefits the customer will
be forfeiting. Also explain how he or she
must sign off on the waiver to denote that
the products have been offered and were
declined.
There is a very specific legal reason every
customer should sign a waiver. It is the
dealership’s responsibility to prove that it
offers every customer every product. In the
event a customer disputes the fact that all
products were offered, the burden of proof
falls on the dealership. The courts will not
rely on the business manager’s word; there
needs to be substantial proof.
Based off your needs analysis, pick one
product you believe the customer needs
most. Do not attempt to close more than one
product. Instead, simply restate the benefits
of the one product you choose. Do not
become greedy. Another item to touch upon
is how much the product would cost, based
off a monthly amount.
Use something along the lines of, “Mr./ Ms.
Customer, this waiver states that you have
been offered these products and benefits and
have elected not to purchase these products.
Based off what you told me earlier, though, I
am surprised you didn’t purchase the vehicle
service contract. You told me you did not
want to pay for repairs once the factory
warranty expires. For only $23.83 a month,
the #1 sales-improvement magazine for the automotive professional
19

17. sts fos ls ms sf fis RalphR.Roberts
sales and training solution
The Art of
Shameless Self Promotion
Close your eyes and Everyone knows where to find me, no matter online, you are missing a huge opportunity
try to visualize the where in the world I am and what company I to boost sales and revenue and gather more
president of the United am working for. lifelong customers.
States. You probably
get a pretty clear image Find Something Unique to Promote I have more than 200 Web sites and blogs of
of George W. in your head. Now, repeat the In 2003, I discovered an 11-foot tall, 500- my very own, which I refer to as my personal
exercise trying to envision other famous pound nail that was being auctioned off on spider web. These Web sites and blogs
people you know - perhaps Martin Luther eBay and bought it for $3,000. The “Big Nail” work separately and together to promote
King, Jr., Martha Stewart or Jerry Seinfeld. was a recognizable symbol in the Detroit area one another. I am not suggesting that you
These faces are probably branded on your where I sell real estate. When I purchased the immediately try to launch 200 Web sites, but
brain cells. Why? Because the media keeps Big Nail, I had no idea what I was going to I do highly recommend that you have at least
reminding you of these people. do with it, but it has since become the center one blog or Web site of your very own.
of my marketing campaign. You can visit it
This is exactly what you should be shooting at BigNail.com. Make the News
for when you market yourself. You want Even though the news may not always report
everyone in your area to know who you are The Big Nail has been in local parades, the facts, appearing on the news or in the
and what you do, so when they think of a attended major fundraising events, and news as the resident expert in your field
product or service you sell, your face pops has even managed to appear in the local instantly boosts your credibility.
up first and foremost in their minds. newspapers… with me standing right there
next to it. Contact the media in your area, and let
Remember, you are not just a sales person. them know that you are ready, willing and
You are a business. Consider yourself “You, You may not be a Big Nail guy or gal, but you able to be interviewed. Remember, they
Inc.” You are the President, CEO and CFO need to find some equivalent, something that have columns and air time they have to fill
of You, Inc., and you want everyone in your you and others around you can get excited every single day. You can obtain a great deal
neighborhood, across the nation and around about, and then promote it. of positive, free exposure just by making
the world to know it. And the best way to yourself available.
accomplish that goal is to create for yourself Design a Consistent Look and Feel
a strong brand presence. The more creative you are, the more If you are a fairly good writer, offer to
variation you probably enjoy. When it comes write an article or commentary for the
Advertise Yourself to branding yourself, however, variation is local newspaper or for magazines or online
You may be so busy advertising your products your sworn enemy. All of your marketing publications. In addition to boosting your
and your company that you have forgotten materials should have plenty of snap, crackle credibility and your visibility, articles may
the single most important asset you should and pop, but they should all do it through a lead to other media opportunities.
be advertising - yourself. Remember, before consistent look and feel that “brands” your
customers are going to buy from you, they name and face on prospective and current Remember, good sales people target markets
have to buy into you as an individual. customers. and customers. Great sales people make
themselves the target.
If your company encourages you to set up Establish a Presence on the Internet
a Web page or blog on its site, doing so is Even if your customers do not normally
perfectly acceptable, but you should really purchase the types of products or services Ralph R. Roberts is a nationally
have your own Web site or blog, as well, with you sell online, you can be sure that many of recognized sales coach, author and
your name or nickname or however people your customers and prospective customers the official spokesperson for Guthy-
Renker Home. He can be contacted at
know you as the domain name. I have several do their research on the Internet when 866.470.5181, or by e-mail at
Web sites, one of which is AboutRalph.com. making a purchase decision. If you are not rroberts@autosuccessonline.com.
20 www.sellingsuccessonline.com

18. INTRODUCING…
…the BEST premium of the year!
Increase your sales today! Thousands of Satisfied Clients!
Steve Charlton, City Ford
Your incentive programs are low maintenance. Any customer
issues we have had over the years of buying your incentives
have been dealt with in a timely and professional manor—
that’s one of the many reasons we are on our 19th incentive
V ation C
ac
re-order with Travel America. When we run your incentives,
elebration we sell 20 – 30% more cars on a monthly basis. Your
ti on
incentives have helped make me the #1 Ford dealership in
n Celebra
V catio
the country!
a
your choice of
one of  luxur
a caribbean y vacations inclu
ding
or a vacation cruise, las vegas getaway,
of a lifetime
in cancun, mexic
o Gord Pidde, Clarkedale Motors
As a Dealer Principle, I have guided 4 separate car
dealerships to sell record numbers of both new and used
s including
V ca
a t
ion C
y vacation vehicles. One of the effective tools I have used over the
of  luxur vegas getaway,
elebr
e of one o
at
your choic ribbean cruise, las in cancun, mexic
ion
a ca
or a vacati
on of a lifetime years to generate buyer traffic is running travel incentive
promotions offered by Travel America. They also offered me
your
choice
a ca
of on
e of
the right travel incentive for the season I was selling cars.
or a va ribbean cr  luxury
catio uise, la vacatio
CHOICE IS n of s ve ns in
T H E U L TaIlifetime in gas getawa cluding
M AT E Lcanc U X U R Y y,
un, me
xico Cam Geddes, Millennium Ford
Every time we gave away trips, we had a sharp increase
in sales. That’s why we’re on our 12th re-order with Travel
America. We will continue to use your customer sought after
travel incentives in the future.
XUR Y
Garrett Willoughby, Whitby Mazda
M AT E L U CHO
E U LT I ICE
Travel America have the finest quality incentive offerings,
E IS TH
IS T
HE
CHOIC U LT I
M AT
E LU
XU RY
their attention to detail is second to none. Their unique point-
of-sales materials have made a big difference in generating
more traffic and vehicle purchases. The be-back cards have
been a highly effective tool for our sales representatives to
Vacation Celebration–Diamond Getaway Package secure more car sales.
Your choice of one of 3 luxury vacations including a Matthew Page-Hanify, Shaw GMC
Caribbean Cruise, Las Vegas Getaway, or a vacation of a Travel America’s travel incentives are the most effective
lifetime in Cancun, Mexico! closing tools our sales representatives have ever used. We
have ordered from Travel America 12 times in the last two
years and have current plans to buy a higher quantity of their
incentives in the near future to help us close even more car
deals. We make one simple call to our representative with
the required number of incentives and our order is to us
within 1 – 2 days.
159
Brent Preuss, Acura of Lynnwood
$ 00 Travel America has been a tremendous addition to our sales
campaigns. We used the Platinum Passport program as
an incentive to our car sales. When we first launched the
campaign, we noticed a $215,000 difference in our profit
over the same time period from the previous year. We liked
it so much that we purchased more for this year and plan to
use Travel America in the future!
Dealer Benefits
www.travelamerica.com •Increase sales by 30%
•Increased ad response
Call today for your free information package •Generate Excitement
•User friendly
1 866 443 9874 •Exclusive Territories

19. GENERATE LEADS ➞ FILTER LEADS ➞ MANAGE LEADS FOLLOW UP LEADS ➞ FINANCE LEADS ➞ SELL MORE CARS!®
SHOWROOM
Dan Warren, Finance Director
Whitten Brothers, Jeep Chrysler Mazda The first thing I noticed when we started using
FUEL was the amount of customers walking in the
door. The second thing I noticed was that we were
closing 85% of the FUEL appointments. Interactive
Financial’s FUEL, DOLLAR, and BDC programs are
a great asset to our dealership. I receive quality leads
and I have a great way to keep them organized.
Three Time Consecutive Winner of a
Dealers’ Choice Award
Your Goal Is Our Mission...
SELL MORE CARS!
®
Call now to speak with an IFMG representative today.
1-888-905-1002
www.InterActiveFMG.com

20. sts fos ls ms sf fis DeniseRichardson
Fraud, Scams, Identity Theft
sales and training solution
and Data Breaches...
Who’s Got Time for all This
With news of their credit reports. Filled with skepticism, and driven to the brink
corporate data • Implement identity theft policies and of emotional exhaustion, I set out to find, and
breaches and identity procedures with specific written steps hire, a company that would actually take on
theft hitting the to be taken, when identity theft or a the responsibility of protecting my name.
papers every day, data breach occurs.
the odds are pretty • Conduct background checks on I found a company called LifeLock that had an
good that a hacker, thief or con-artist will employees and vendors who handle interesting pledge, one they referred to as their
eventually find you, your employees or sensitive data. “million dollar guarantee.” Here’s what caught
clients. But, if you take proactive steps • Review policies designed to safeguard my eye... ”We prevent it from happening to
now, you just might spare yourself some in-house, out-sourced and online data you in the first place. If your Identity is stolen
major headaches down the road. storage operations, and determine while you are our client, we’re going to fix
what type of data may be taken off the the problem. Period. If you lose money, we’re
“What can I do to protect myself?” is a premises, stored on laptops and who going to reimburse you. If we need lawyers,
question I hear almost daily. has access to sensitive data. investigators or accountants, we’re going to
• Implement strict guidelines for hire and pay for them.”
My answer? Be Proactive. those employees who have access
Anyone who has been a victim of identity to vulnerable files and passwords It sounded too good to be true. I didn’t want
theft will tell you that the worst part is the to financial, personnel and sensitive to subscribe to, or endorse any company,
time and frustration involved in cleaning up accounts. without fully researching their services.
the resulting credit mess. The Federal Trade • Make sure the people applying for I flew to Phoenix and toured Lifelock’s
Commission says that it takes anywhere from credit are who they say they are. Ask facilities. I wanted to know if those four little
170 to 300 hours to deal with the ramifications questions that only those individuals words that piqued my curiosity, “We will fix
of this crime. If it happens to one of your would know – look for red flags. it,” were words I could trust. Would someone
employees or customers, you will likely feel • Offer your employees and clientele really be there to turn to if my identity was
it too, since one person’s identity theft can educational materials and information stolen? Would they really take on the burden
have a domino effect. Employees often must on available services that will prevent of cleaning up the mess that an ID thief can
spend numerous work hours trying to rectify identity theft from occurring in their dump in my lap at any given moment?
the problems caused by identity theft, which lives.
can hurt productivity. Victims’ lives are Yes. According to CEO, Todd Davis…, “As
suddenly turned upside down; basic rights a LifeLock client, you will NEVER have
such as the ability to obtain credit, purchase to fear ID theft.” More music to my ears.
a new home or finance a car can no longer be Victims’ lives are If someone did steal my identity, Lifelock
taken for granted. would do whatever was necessary to make
suddenly turned things right, including covering my expenses,
Your business files contain a treasure trove upside down; basic lost wages, attorney and accountants’ fees, up
of personal information for identity thieves;
names, addresses, mothers’ maiden names,
rights such as the to $1 million.” That was all I needed to hear.
insurance information, social security ability to obtain Without having to provide them with any
numbers, credit card and bank account credit, purchase account information, it took less than three
information. This information is as good as minutes for me to subscribe to their services.
gold to a potential thief. Employers are being a new home or For the first time in years, I found peace
held liable for identity theft that occurs in the finance a car can of mind. Someone else is now in charge
workplace and companies must be prepared
to defend the procedures they’ve adopted
no longer be taken of guarding my identity and if a theft does
occur while they’re in charge, they’ll fix it…
to protect the personal data stored in their for granted. on their time –and their dime!
files. Taking the necessary precautions now
will go a long way towards minimizing the To receive an instant 20 percent discount,
likelihood of identity theft, and limiting an call 1-877-Lifelock or visit their Web site at
employer’s liability when an identity thief If you don’t want to go it alone, find a LifeLock.com, click on enroll and enter the
strikes or a data breach occurs. company that offers services to protect promotional code: asuccess.
your employees’ and customers’ data.
What should you do to protect your business,
your customers, your employees and After spending the better part of 15 years Denise Richardson is a member of
the National Association of Consumer
yourself? Be proactive. disputing, correcting and re-claiming my Advocates and an author. She can be
• Educate employees and customers credit identity, I recently decided I no longer contacted at 866.439.9242, or by e-mail at
about the importance of reviewing wanted to carry this heavy burden alone. drichardson@autosuccessonline.com.
24 www.sellingsuccessonline.com