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    December 2006

    Merry Christmas

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    The smarter place to buy and sell a c

    AutoTrader.com received the highest numerical score for used vehicle le ads in the proprietary J.D. Power and Associates 2006 Dealer Satisfaction with Online

    Buying Services StudySM. The study was based on 1,010 dealer evaluations in June-July 2006. Your experiences may vary. Visit jdpower.com.

    Highest in Dealer Satisfaction with Online Buying Services for Used-Vehicle Leads

    We're proud that dealers ranked AutoTrader.com highest in a J.D. Power and Associates study that

    looked at business generation, lead transmission, support and service, advertising, and fees. But we're

    not surprised. After all, we are the Ultimate Automotive Marketplace, with more shoppers and more

    successful dealers than anyone.

    Call 1-888-249-6860 today, and let us steer more business your way.

    Driving more business to

    dealers is what we live for.

    (Of course, we also love thatyou noticed.)

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    866.856.6782 www.jandlmarketing.com

    J&L Marketing knows that every dealershipreaches its potential in a different way. Tat iswhy we offer three different roads to success- all with intense benefits!

    1Events

    Case Study: Missouri Chevrolet Dealership

    3-Day, high impact sales promotion (no outside sales teams). As an appreciation of past business, previous customers were invited

    to the dealership to take advantage of year-end savings. Dynamic website created for each customer.

    Increased response rate Gathered valuable data for future mailings Built credibility and provided additional information Pr oduced instant internet leads with qualifying

    information E-mail blast

    Increased response rate

    7,500 mailed93 respondents (1.24% during three days)24 sold (25.81% during three days)

    Numbers do not include additional responses and number of vehicles sold from the

    Internet and phone prior to event dates.

    Contact one of our Business Growth Strategistat 866.856.6782 to discuss how each of theseprograms and others can be used in yourdealership to produce amazing results!

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    Weekly Campaigns

    Hybrid Events

    Case Study: Pennsylvania Hyundai Dealership

    Appointment-based sales strategy where customers call to set a60- minute presentation with a member of the sales team.

    Dynamic website created for each customer. Al lowed customers to schedule appointments on their own

    time, increasing response rates Built database with customer information for future

    mailings Produced instant internet leads with qualifying information

    Drives quality appointments into the dealership during the slowest

    times of the week.

    1,501 mailed25 respondents (1.67%)10 sold (40%)

    Pre-registration program for previous customers that utilized directmail and personalized dynamic websites.

    Dynamic website created for each customer. Capt ured customers buying interests

    Follow-up postcard Used as a reminder to customer of appointment.

    Follow-up 3D mailer Used as a reminder to customer of appointment.

    HML E-mail confirmations Used to repeat customers information back to them

    and remind them of appointment.

    11,267 mailed108 respondents (.96% during three days)21 sold directly from mail piece, prior to event date(19.44%)60 sold during event dates (55.56%)81 total sold, not including follow-up

    Case Study: ennessee Honda Dealership

    I know, its late December and youre worried about closing out the year right now youre probably not thinking

    about what you need to do in January. Well, I have an idea for you that you probably have not considered in the past.

    We study response rates and closing percentages on a week-to-week basis and measure every aspect of the direct mail

    promotions we create. One thing we obviously look at is how well promotions do on a particular day of the month

    or year.

    Last year we noticed that Martin Luther King Day was one of our best days in terms of response rate and, more

    importantly to you, the amount of cars sold. Ive researched the direct mail promotions we created on Martin Luther

    King Day for 2002, 2003, 2004, 2005, and 2006 and sure enough those years were equally successful. In fact, these

    promotions performed so well that 94% of the dealers who ran a promotion on that date last year have already agreedto run another promotion this year Monday, 15 January 2007!

    Why are these promotions so good?

    Well, if you think about it, the answer is simple. Just like Presidents Day in February, people are off work, which

    means they have the time to come into your showroom and buy a car. Plus, because Martin Luther King Day is not

    recognized as a typical sale day, your competitors will probably not take advantage of it (unless they are reading

    this advertisement too). All you have to do is give your previous or potential customers a reason to come to your

    showroom - not your competitors.

    We have a complete lineup of tested promotions that ran on previous Martin Luther King Days and are proven to

    be extremely profitable. You need to make the decision now to have your dealership participate in this powerful

    January promotion date. Just call my offi ce right now at 866.856.6782 and ask for Sarah Amburn or e-mail her at

    [email protected] and we will send you these incredible promotion ideas as soon as we hear from you!

    Dont let your 2007 sales start off slow. Tat will not be good for the morale of your store. Use this opportunity and

    get 2007 off to the type of start you really want. Contact us now!

    Sincerely,

    Scott . Joseph

    President

    J&L Marketing, Inc.

    P.S. As an added bonus, if you are one of the first 25 dealers who contact us, we will create a specialized web page for

    each potential buyer you mail to for FREE! Contact us now at866.856.6782 for more information on this powerfultool proven to increase your response rates.

    I bet you never thought of this idea for January

    move the crowd. crush the competition. count the mone

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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 [email protected]. 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.

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    Video Streaming Reaches the Market and Boosts Sales

    Innovate or Die

    The Power of Positive Self-Talk

    Leadership Requires Love

    The Chemistry of Effective Leads

    Increased Factory Warranty Equals Increased VSC Profits

    How to Effectively Market on Television

    The Proper Way to ApologizeTo Friends, Family, Co-workers and Customers

    The Spirit of Christmas

    And Now the Starting Line-Up for Tonights Game...

    Tuning Your Web Site for High-Performance:Using Key Performance Indicators, Part 4

    Secrets to Online Pre-Owned Sales Success

    Avoiding Awkward Beginnings

    Positive Action SystemsCar Business Fundamentals

    Nine Random Things Ive Learned the Hard Way

    MikeNichols

    JeffMorrill

    DavidThomas

    SeanWolfington

    DixonJudd

    JesseBiter

    DavidKain

    HeatherConary

    PattiWood

    JimmyVee & TravisMiller

    PhilSura

    SunnyKnocke

    BrianTracy

    MichaelYork

    DeliaPassi

    God is the source of all supply

    SeanWolfington

    MarkTewartPeople Hear What They See

    Finding Ways to Move Forward

    WillParquette

    Two Big Myths of Automotive Marketing

    TonyDupaquier

    1 Peter 3:8-9

    Finally, be ye all of one mind, having compassion one of another, love as brethren, be

    pitiful, be courteous: not rendering evil for evil, or railing for railing: but contrariwise

    blessing; knowing that ye are thereunto called, that ye should inherit a blessing.

    Courtney Paris, Sales-improvement [email protected]

    Brian Ankney, Sales-improvement [email protected]

    Brian Balash, Sales-improvement [email protected]

    Toni Stephens, Sales-improvement [email protected]

    Cori Frye, Sales-improvement [email protected]

    3411 Pinnacle Gardens DriveLouisville, Kentucky 40245

    toll free: 877.818.6620facsimile: 502.588.3170web: www.SellingSuccessOnline.com

    Patrick Luck, Editor & [email protected] Givens, Vice [email protected] Williams, Creative [email protected] Davis, Creative Strategist & [email protected]

    helping to promote...

    The Secret to Your Success is in the Sauce

    TomHopkins

    The Hustle

    122

    Every Business Professional Should Have a Personal Web Site TomKain

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    The Power ofPositive Self-Talk

    BrianTracysts fos ls ms sf fis

    sales and training solution

    8 www.sellingsuccessonline.com

    Perhaps the mostpowerful influenceon your attitude and

    personality is whatyou say to yourself,and what you believe.

    It is not what happens to you, but how yourespond internally to what happens to you,that determines your thoughts and feelingsand, ultimately, your actions. By controllingyour inner dialogue, or self-talk, you canassert control over all dimensions of your life.

    Your self-talk - the words that you use todescribe what is happening to you, andto discuss how you feel about externalevents - determines the quality and tone ofyour emotional life. When you see thingspositively and constructively and look for thegood in each situation and each person, youhave a tendency to remain naturally positiveand optimistic. Since the quality of yourlife is determined by how you feel, momentto moment, one of your most importantgoals should be to use every psychologicaltechnique available to keep yourself thinkingabout what you want and to keep your mindoff of what you dont want, or what you fear.

    You are continually faced with challengesand difficulties, with problems anddisappointments, with temporary setbacks

    and defeats. They are an unavoidable andinevitable part of being human. But, asyou draw upon your resources to respondeffectively to each challenge, you grow andbecome a stronger and better person. Infact, without those setbacks, you could nothave learned what you needed to know anddeveloped the qualities of your character towhere they are today.

    Much of your ability to succeed comesfrom the way you deal with life. One of thecharacteristics of superior men and womenis that they recognize the inevitability of

    temporary disappointments and defeats, andthey accept them as a normal and natural partof life. They do everything possible to avoidproblems, but when problems come, superiorpeople learn from them, rise above them, andcontinue in the direction of their dreams.

    There is a natural tendency in all of us toreact emotionally when our expectations arefrustrated in any way. When something wewanted and hoped for fails to materialize,we feel a temporary sense of disappointmentand unhappiness. We feel disillusioned. Wereact as though we have been punched in the

    emotional solar plexus.

    The optimistic person, however, soon moves

    beyond this disappointment. He respondsquickly to the adverse event and interpretsit as being temporary, specific and externalto himself. The optimist takes full control ofhis inner dialogue and counters the negativefeelings by immediately reframing the eventso that it appears positive in some way.

    Since your conscious mind can hold only onethought at a time, either positive or negative,if you deliberately choose a positive thoughtto dwell upon, you keep your mind optimisticand your emotions positive. Since yourthoughts and feelings determine your actions,you will tend to be a more constructive person,and you will move much more rapidly towardthe goals that you have chosen.

    It all comes down to the way you talk toyourself on a regular basis. In our coursesof problem solving and decisions making,we encourage people to respond to problemsby changing their language from negative topositive. Instead of using the word problem,we encourage people to use the word situation.You see, a problem is something that you dealwith. The event is the same. Its the way youinterpret the event to yourself that makes itsound and appear completely different.

    The hallmark of the fully mature, fullyfunctioning, self-actualizing personality isthe ability to be objective and unemotionalwhen caught up in the inevitable storms ofdaily life. The superior person has the abilityto continue talking to himself in a positiveand optimistic way, keeping his mind calm,clear and completely under control. Themature personality is more relaxed and awareand capable of interpreting events morerealistically and less emotionally than is theimmature personality. As a result, the matureperson exerts a far greater sense of control

    and infl

    uence over his environment, and is farless likely to be angry, upset or distracted.

    The key to becoming a highly effective personis monitoring and controling your self-talk atall times. Keep your thoughts and your wordspositive and consistent with your goals, andkeep your mind focused on what you want todo and the person you want to be.

    Here are five ideas you can use to help you tobe a more positive and optimistic person:

    First, resolve in advance that no matter what

    happens, you will not allow it to get youdown. You will respond in a constructive way.You will take a deep breath, relax and look

    for whatever good the situation may contain.When you make this decision in advance, youmentally prepare yourself so that you are notknocked off balance when things go wrong,as they inevitably will.

    Second, neutralize any negative thoughts oremotions by speaking to yourself positivelyall the time. Say things like, I feel healthy.I feel happy. I feel terrific. As you go aboutyour job, say to yourself, I like myself, andI love my work. Say things like, Todayis a great day; its wonderful to be alive.According to the law of expression, whateveris expressed is impressed. Whatever you sayto yourself or others is impressed deeplyinto your subconscious mind and is likely tobecome a permanent part of your personality.

    Third, look upon the inevitable setbacksthat you face as being temporary, specificand external. View the negative situations asa single event that is not connected to otherpotential events and that is caused largely byexternal factors over which you can have littlecontrol. Simply refuse to see the event as beingin any way permanent, pervasive or indicativeof personal incompetence of inability.

    Fourth, remember that it is impossible tolearn and grow and become a successfulperson without adversity and difficulties.You must contend with and rise above themin order to become a better person. Welcomeeach difficulty by saying, Thats good, andthen look to find the good in the situation.

    Finally, keep your thoughts on your goals anddreams on the person you are working towardbecoming. When things go wrong temporarily,respond by saying to yourself, I believe inthe perfect outcome of every situation in mylife. Resolve to be cheerful and pleasant, and

    resist every temptation toward negativity anddisappointment. View a disappointment as anopportunity to grow stronger.

    When you practice positive self-talk, andkeep your words and your mental picturesconsistent with your goals and dreams, thereis nothing that can stop you from being thesuccess you are meant to be.

    Brian Tracy is the chairman and CEOof Brian Tracy International. He can becontacted at 866.300.9881, or by e-mail [email protected].

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    Avoiding Awkward Beginnings

    TomHopkinssts fos ls ms sf fis

    sales and training solution

    When you meetsomeone for the firsttime in your dealership,

    your goal is three-fold.You want to get themto:

    1. Like you2. Trust you, and3. Want to listen to you.

    Those three elements are absolutelynecessary in order for them to make a buyingdecision based on the information you sharewith them.

    If they came in after calling and speakingwith you, its likely you said the right things

    on the phone to get them to at least comein and see what you have available in bothvehicles and terms. Youre starting out onthe right foot here. Theyll be curious tolearn more. That means theyll be listeningto you.

    However, their curiosity will only take themso far. Once theyve gotten the basic idea ofwhat you have to offer, theyll need to likeand trust you enough to want to do businesswith you rather than taking their newfoundknowledge to another dealership to see whatmight be different or better there.

    To help people to like you, you must belikable. Thats pretty simple. Develop thetraits you admire in someone you deem asbeing likable. These could include havinga relaxed manner. Understanding and usingsome of the more formal courtesies is alsohelpful. This includes introducing yourselfwith both your first and last name. Use theclients last names, ie. Mr. Smith, Ms. Jones,until you feel them warming up to you.Then, you will have earned the right to askto use their first names. If they only give you

    their first names, thats a sign they dont trustyou yet. Go ahead and use their first names afew times during your initial conversation. Irecommend this for two reasons. First, it will

    make them feel important. Second, it willhelp you remember their names.

    In this business, we meet a lot of newpeople on a regular basis. Learning simplestrategies to remember names is important.I recommend repeating the clients names toyourself four times immediately after theygive them. Its a strategy Ive used for over30 years and it works.Bob and Sally Brown.

    Bob and Sally Brown. Bob and Sally Brown.Bob and Sally Brown.

    Another way to be likable is simply to smile.It may seem obvious, but if your mind is ona personal matter or if youre worried aboutmeeting your quota this month, itll show in

    your face. Your face muscles will tense up.You wont be smiling and the prospectiveclients will likely see dollar signs in youreyes. To avoid that situation, really lookat your clients (dont stare them down)and smile with your whole face. Youll befocused on them. Anything else thats beenon your mind will be forced away for thetime being.

    Its human nature to like people who are likeus or who we recognize as complementingour personality styles. People tend to likeothers who smile, make eye contact, arecourteous and are interested in them. Thesetraits make those with whom you come incontact feel as though they are important toyou.

    To begin building trust, establish commonground. If youre a fan of the same sportsteam, if you have children the same ages, orif you belong to the same community serviceorganization, theyll see how much you arelike them. Seek areas of common groundby asking questions about the situation thathas brought them in to see you. You need to

    determine their needs without coming acrossas if youre interrogating them.

    It happens plenty of times that a young couple

    will come in looking for a minivan, but fall inlove with an SUV. Someone else might comein seeking the same kind of vehicle theyve

    driven for 15 years even though their drivingneeds have changed. You could easily helpthem see the advantages of a different typeof vehicleif you ask questions about theirneeds.

    It wont hurt if, in conversation, you are ableto tell them about a situation with anotherclient they may be familiar with (maybe afriend who referred them to you) or whereyou demonstrated dependability. Be carefulnot to sound like youre bragging. Use theterm we as in we, the company whenrelating information about other clients or

    situations. That way, if theyre even the leastbit shaky on their opinion of you, theyllbuild faith in the fact that the company standsbehind their promises.

    Look and listen for ideas of whats importantto this person beyond their interest orneed for a vehicle. If you dont see or hearanything that you would feel comfortableasking about, dont become anxious. Youdont want to create an awkward situationby looking like youre struggling to comeup with a subject. Avoid the weather unlesstheres some unusual weather phenomenonoccurring. Its just too trite.

    Train yourself to keep in mind like me, trustme, want to listen to me when approachingevery prospective client and youll soon findyourself doing the things you need to do towin them over.

    World-renowned master sales trainer Tom

    Hopkins is the chairman of Tom HopkinsInternational. He can be contacted at866.347.6148, or by e-mail [email protected].

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    The Hustle

    DavidThomassts fos ls ms sf fis

    sales and training solution

    What does it taketo be really great incar sales? Thats the

    million-dollar questioneveryone wants toknow.

    Is it detailed product knowledge? Yes. Isit a professional appearance? Yes. Is itan outgoing personality? Yes. Is it yourclothing? Yes. Is it your product? Yes. Isit your location? Yes. Is it your dealersreputation? Yes.

    All of these contribute to your success. But,if you really want to know, there is one magicingredient that will make or break you:

    The hustle. It is the difference betweenselling five a month or 20 a month. It is thedifference between making a paycheck or agreat living. It is the difference between a joband a great career.

    Robert Fry was a great friend and mentor tome for many years. He was one of the best

    car sales people on the planet. He went fromsales personto managerto dealertodealer group owner in 15 fast years. He was a

    huge motivator and teacher to all and inspiredmany associates to reach new heights. Hisphilosophy was simple. Roberts reason forliving was God, family and selling cars, inthat order. He was great at all three.

    Robert died in a plane crash on the way backfrom a dealer meeting in Las Vegas. I thinkabout him and the hustle often and see if Iam living up to his expectations. He died awinner in life and in sales. I hope I can saythe same. Examine yourself and see if youhave the hustle.

    The following exemplifies what Robert wasall about. This was printed in the eulogy atRoberts funeral.

    What is Hustle?

    Hustle is doing something thateveryone is certain cant be done.

    Hustle is getting the order, becauseyou got there first or stayed with itafter everyone gave up.

    Hustle is shoe leather and elbow greaseand sweat and missing lunch.

    Hustle is getting prospects to say yesafter theyve said no 20 times.

    Hustle is doing more unto a customerthan the other guy is doing unto them.

    Hustle is believing in yourself and thebusiness youre in.

    Hustle is the sheer joy of winning. Hustle is being the sorest loser in

    town. Hustle is hating to take a vacation,

    because you might miss a piece of theaction.

    Hustle is heaven if youre a hustler. Hustle is hell if youre not.

    David Thomas is the owner of Subaruof Dallas. He can be contacted at866.429.6803, or by e-mail [email protected].

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    feature solution

    www.sellingsuccessonline.com

    hat do chemistry and leads have inmmon? Chemistry is the study of thensformation of matter. Like this branchscience dealing with different elements

    d their reactive characteristics, the scienceeffective lead generation also has to doth analyzing characteristics of prospectsan effort to achieve targeted reactions. In

    e case of leads, the desired reaction of theospect is the transformation of their desireo a sale. But, before this transformationn take place, the leads must be generated.

    he Basic Elementsthe technology-saturated world of digital

    arketing, it may surprise you to hear thatccessful Internet marketing is not all aboutffic. Getting the right kind of sales leado your dealership is the key to success.

    efore you spend thousands of dollars on

    digital marketing campaigns, it is importantto understand the chemistry - the basicelements - of effective lead generation.

    What elements make a lead effective? Alead in itself is not a sale. It is simplyan indication that a potential buyer hasexpressed an interest in your product. Inorder for your dealership to reap the benefitsof successful online marketing, conversion isthe key. To successfully convert a lead intoa sale, you must generate high-quality leadsthat produce high conversion ratios. Letsanalyze the different types of leads that yourdealership can generate, and what methodsare used to produce potent sales leads.

    Synthetic LeadsEvery lead is not a good one. Some leads arehard to close and generate little gross profit.

    Most dealerships that buy sales leads usuallyhave low-closing ratios and not much toshow for their efforts. It is more difficultto close a third-party lead because the sameleads are being sold to your competitors aswell. Additionally, there is a potential thatyour dealerships safe harbor compliancecould be jeopardized. If the purchased leadsare on a federal or state do not call list, thiscould subject your dealership to costly fines.

    Natural LeadsNatural leads are pure leads generated fromyour own Web site. Most successful dealershave transformed their Web sites into lead-generating machines. These leads generatedby a strategic Search Engine Marketingcampaign will produce higher closingratios and higher gross profits. Natural leadgeneration is a cost-effective way to improveyour bottom line and turn your businessinto a 24-hour marketing machine for yourdealership. There are a number of ways togenerate your own sales leads.

    Formula for Effective Lead GenerationBelow are key marketing elements that arethe catalysts for effective lead generation.These elements are necessary to formulatean effective marketing mix that willproduce potent, high quality leads. They areas follows:

    1. High-End Web site2. Search Engine Optimization3. PPC Campaign4. Effective Landing Pages5. Powerful CRM Tool

    High-End Web SiteLeads generated by a dealerships Website close at a higher percentage becausethe prospect is further along in the buyingprocess, and is ready to buy. Not only shouldyour Web site be alluring with unique andinteractive features, it should be a marketingcenter for your entire dealership. Rather than

    just providing information for the customer,it should build value in your dealership,people and products. Your Web site shouldtransform visitors into more leads, phone

    and showroom traffic. However, just havinga great Web site does not mean that leads willappear automatically. Successful dealershipsare utilizing Search Engine Marketingstrategies to attract consumers searching forvehicles onto their sites.

    Search Engine Optimization

    Every Web site should be optimized. SearchEngine Optimization is the ongoing processof developing and coding your dealershipscustom Web site in order to promote the siteand increase the probabilities that it willappear at the top of the most popular searchengine results. SEO involves comprehensivemarket keyword research and analysis toensure the relevance of keyword phraseusage in your dealerships Web site copy.When a consumer searches for a targetedproduct in your region, you want to dominatethe search results and get rated ahead ofyour competitors. Ed Naczi, Jr., Director ofeCommerce at Honda North says, I believein the power of this technology. After twomonths, our Web site provider was able to getwww.HondaNorth.com to the top placementon all of the major search engines.

    PPCPay-Per-Click (PPC) is a method by whichadvertisers pay to have their ads displayed atthe top or right hand side of organic searchresults. This concept is based on a biddingprocess for keywords and phrases. Thehigher the bid, the higher the placement ofyour ad. Since you pay only when someoneclicks on your site, PPC is one of the mostcost-effective and immediate methods to

    begin generating leads.

    Landing PagesWhenever you implement a PPC campaign,you will be providing a link for the consumerto access. The landing page is where visitorsland when they click on your online ad.It is crucial to provide an effective, well-designed site that will build credibilityand trust with the prospect. The landingpage should be brief, but informative; becreative, but subtle. The main objective of

    the landing page is to assure the visitor thatthey are in the right place, and to make themfeel comfortable enough to take the desiredaction of submitting a minimal amount ofpersonal information in exchange for moreinformation.

    CRM Tool

    An immediate automated response to any leadis essential. The goal of automated responsetools is to acknowledge the visitors inquiryand to drive them back to your dealershipWeb site or to contact the dealership directly.

    A powerful customer relation management(CRM) tool will enable your dealership toreach thousands of prospects at virtuallyno additional cost, eliminating the need formore traditional forms of advertising, suchas radio, television and newspaper. A state-of-the-art CRM tool will enable your staffto prospect as well as follow up with thecustomer from the initial click through theentire buying process. Naczi adds, Within120 days of implementing our eCommercestrategy, along with our BuzzTrak CRM Tool

    After two months,our Web site providerwas able to get

    www.HondaNorth.comto the top placement on

    all of the majorsearch engines.

    ~ Ed Naczi, Jr., Director of eCommerce at Honda North

    and Virtual Test Drives, we more thour online sales. Not only did we eexpectations in sales, we also drareduced the advertising cost from$200 per unit.

    Extrapolation

    Getting the right type of sales lead dealership is the key to its succeof these five components should bin an effective lead generating mplan. It is the science of correcthese elements in combination

    another that provides the effective bond in the lead generating mmix. Adapting the elements to mdealerships target market and uscomponent in coordination with will lead to ... well, more leads.

    Sean Wolfington is the general maBZ Results, an ADP Company. Hecontacted at 866.647.0471, or by [email protected]

    Within 120 days of implementing oureCommerce strategy, along with ourBuzzTrak CRM Tool and Virtual Test Drivwe more than tripled our online sales.

    ~ Ed Naczi, Jr., Director of eCommerce at Hond

    SeanWolfiTheChemistry LeadsLeadsffectiveof

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    The Secret to YourSuccess is in the Sauce

    DixonJuddsts fos ls ms sf fis

    sales and training solution

    Do you ever wonderif there is a magiccombination that will

    unlock your success?Perhaps you couldseek out a guru or a

    medicine man, a muse or travel high intothe Himalaya Mountains and find a monkthat knew the all illusive secret ingredientsto your success. If you could, would youmake the effort to seek the answers to yourfuture?

    Kentucky Fried Chickens 11 secret herbsand spices hold the key to their successover their competitors, and all of the famousbrew masters closely guard the recipes,

    ingredients and processes to create world-class beverages. It creates mystery andintrigue, to say the least, but it also allowsthem to consistently produce somethingthat is predictable and unique. They arrivedat these successful places after a long,concerted effort of trial and error followedby meticulous record keeping to documentthe journey. If they hadnt written the steps totheir success, they would not know how theygot there. Have you ever created somethingthat was fantastic by accident, only to wishthat you had tracked precisely how you gotthe final outcome?

    Many of the above references to secret successformulas took many, many years to perfect.Once they were identified, they producebenefits forever leaving the rest of us to say,If only I had invented the PostIt pad.

    You and I dont have years and years tosearch around endlessly for our very ownsecret formula to our own sales success. Thegood news is that I believe there is a way todo it quickly and start realizing the benefitsimmediately. Believe it or not the answer

    is closer than we sometimes realize. Hereis the long-held, closely guarded answer tothis all important mystery: The secret to yoursuccess is in knowing your numbers.

    No, not astrology; your realnumbers. Thisis perhaps the single most powerful principlein having a rich and rewarding sales career.

    Lets look at it and, as we do, ask yourself:

    Do I know these numbers by heart? How many leads did I have last year? How many presentations did I make

    last quarter? What is my minimum income

    requirement to run my business? What is my average commission per

    transaction? What is my cost to produce a closed

    sale? How much cash will I need to retire? What is my next vacation going to

    cost? What is my conversion ratio from

    lead to closing?

    By now you may be thinking, This is boringor I have an idea of these numbers, I dontreally need to be precise. Many times wegreatly underestimate the power of knowingour numbers, precisely. I believe it is thesecond only to lack of time management forcausing us to fail in the sales professions.Lets look at it from some other perspectives.If someone approached you for a $300,000business loan for, lets say, their salesbusiness. Would you lend them your ownmoney if they had your current business planand your current grasp of their numbers?What if they didnt know their numbers butthey had a great personality, drive, ambitionand offered to pay you a huge return onyour money? Chances are that you wouldnteven lend them $3,000. I have found thatknowing exact numbers creates tremendousconfidence, power and clarity and is a verykey ingredient in creating massive successand cash flow.

    Knowing our numbers is too big to ignore.Knowing our numbers allows us to competeat the top of our professions for many reasons

    even if one strategic advantage is that 97percent of our competitors dont know theirnumbers, putting them at a huge disadvantage.

    If the numbers are vague and unclear, theresults will be poor and unpredictable. Thisis why many, many fields and professionsmake knowing the numbers one of the mostcritical functions they perform - science,medicine, sports and accounting, to namea few. You and I wont work with a doctorwho is vague on our prescription dosage, wedont follow a team that doesnt care abouthow many games they win or lose and wecertainly wouldnt pay an accountant whoguesses at our finances.

    The good news is that you dont have to wait

    until New Years Day to start reaping thebenefits of knowing your numbers. Here ismy friendly challenge to you. Simply take apad of paper and list the categories that arekey to your success. Home, business andretirement are three main ones to address.Begin by listing what you are currentlypaying, analyze to see if this is currentlymeeting and/or exceeding the need. Thenmake note of the adjustments needed. Spend30 minutes on this and set aside 30 minutesa week at the same time each week to reviewand analyze this. Commit to doing this forthe next three weeks and then let me knowthe difference in your clarity, confidence andenergy. My experience with this topic is thatno matter how far under the water you mightbe, that anyone can be completely debt freewith a respectable net worth in five years orless. How would your life and career look inthat setting? Contact me for your free copy ofBottom Line Motivation that will help youbreak through into the power of KnowingYour Numbers.

    Dixon Judd is a Partner in Your Successat Performance Resource Group. He canbe contacted at 866.883.4916, or by e-mail at [email protected].

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    Money GuaranteeMy Sales Event will bring you $100,000-$250,000 in gross profit in 5 days GUARANTEEDor I will deduct the cost of advertising. You willexperience 200-500+ customers walk through

    your doors in 5 days.

    This guarantee is small potatoes compared to theons of money that you will make from this event.

    Thats why I am so confident and can make thesebold claims to you. Big dealerships, small dealer-ships, city dealerships, rural dealerships, it doesnot matter. We have been able to get resultsime and time again.

    What Is This All About??? Big things, big break-hroughs, big sales, big gross profits. And yes,

    you can do this without lying to or beating up yourcustomers. Thats right! With a very good marketing plan, very good

    people, very good processes and understanding of proper deskingprinciples you can get a ton of customers, sell a ton of vehicles andmake a ton of money THE RIGHT WAY.

    For many, 2006 has not been a banner year in traffic, sales or profits.n fact, for many, 2006 has been a real stinker. Many dealers andheir personnel have begun to believe that it is just that way and

    you cant push a market when its not there. Folks, I am here to tellyou that those things are only opinion.

    DO YOU WANT THE REAL TRUTH?Can you handle the real truth?

    The real truth is that it was a 13 Trillion Dollareconomy last year in the US. 13 TRILLION! Nowyou believe that you and your dealership cant

    your fair share of 13 Trillion, then you can skip trest of this letter because my company would be a good fit for you. If you dont believe you cget your fair share of 13 Trillion Dollars, then yoneed to keep belly aching and whining about bad things are.

    However, if you arent willing to make excuses fothe rest of your career about economies and mfacturers and every other boogey man you canthen read on

    Tewart Enterprises Inc. produces five-day sales events for dealeships all across the country. We bring traffic, LOTS OF TRAFFIC,

    with our promotions. We also bring a professional team of peopto help you manage the sale and make it successful. We dont bdrunks, drug addicts and derelicts. WE ARE PROFESSIONALS.

    How Are We Different?First of all, its our people. We have quality people. No vagabondand rogues allowed. Second, we have process. Third, we haveexperience. MOST OF ALL, we are an individual and organizatiodevelopment company. Our mission is to leave your dealershipbetter than when we came in. We will assist your people in growtheir sales skills, people skills and deal process skills.

    OpportunityDont let another weak month happen. If youwould like to discuss the opportunity of what a

    Tewart Enterprises Inc. sales event can do for you:CALL 888 2 Tewart (888 283-9278)or e-mail us at [email protected] the wordssales event in the subject line and make sure togive us your contact info in the e-mail.

    FREE BONUSFor all dealerships who schedule a sale with us inthe next 30 days, I will include one month of our

    distance learning program for FREE. You geinternet based sales training program availayou 24/7 for a month! ($497 Value!)Each person can view as many modules as twant and take a test on each module and thmanager can track everyones usage and tescores.

    FREE BONUS #2

    The first 10 dealers who we schedule a sale wthat mention this letter, I will give you my HiPerformance Sales DVD for FREE! ($597 Valu

    We have tried other companies and Tewart Enteprises is the best.Lonnie Robertson, DealerJohnsons of Chickasha Chickasha, Oklah

    $200,000 in 4 days at Jeff Wyler Auto Mall in Springfield, OH

    P.S. You can subscribe to my free e-mail newsletter atwww.tewart.com, and make sure to come to myWorkshop at the 2007 NADA Convention: 27 Marketing Secrets Guaranteed to Increase Your Traffic and

    Sales in 30 Days or Less.

    MARK TEWARTTewart Enterprises

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    Nine Random ThingsIve Learned the Hard Way

    JeffMorrillsts fos ls ms sf fis

    sales and training solution

    1. Win the War, Not

    the Battle

    It is not your job to

    prove someone wrong.We routinely run into

    prospects who dont

    know much or dont see things in a common-

    sense way. Swallow your pride and find a

    way to bypass inconsequential conflicts.

    You can show a prospect that hes stupid

    or you can sell him a car. One or the other,

    its your choice. The customer is not always

    right, but he is right most of the time, even

    when hes wrong. After all, its his money.

    2. Its a Lot Easier to Work With Whats

    Already in Someones Head Than toInstall Something New

    For example, if someone thinks a slightly-

    used car represents a much better value than

    new, then try to fit his needs with a slightly-

    used car. Undertake the switch to new at

    your peril, and only after exhausting all the

    slightly-used options.

    3. Slow Down With ProspectsThe longer prospects spend with you on the

    phone or in the dealership, the more likely

    they are to buy a car. If you spend more time

    on the steps to the sale, they will trust you

    more, and you use up time they might spend

    shopping elsewhere. So take as much time

    as a prospect will give you.

    4. Dont Take Things too Personally

    I look at it this way: I get along with 99

    percent of the people I meet - the math

    suggests that my inability to get along with

    the last one percent is not my problem, buttheirs. Some folks have led tough lives,

    without the blessings that you and I have

    enjoyed. You dont have to justify or suffer

    their bad behavior - ask them to leave and

    move on.

    5. Profit is Not a Four-Letter Word

    Your prospects wouldnt work for poor

    wages because they need to provide for

    their families, just as you need to providefor yours. Dont be bashful about asking

    for list price, because thats what it takes to

    grow a business.

    6. If You Want to Become a Manager or a

    Dealer, Act Like One

    Learn the product knowledge, know the

    inventory, study good sales technique, and

    dress a cut above. When an opportunity

    for advancement opens up, youll be the

    obvious choice.

    7. Dont Forget That Your Health is YourGreatest Asset

    Your ability to honor your commitments

    to yourself, your family and your career is

    compromised if youre poorly nourished,

    sedentary and vulnerable to illness. Quit

    smoking, eat right and exercise, and start

    making a life instead of just a living.

    8. Choose Worthy Goals, Write Them

    Down, and Get Started on Achieving

    Them

    You have less than 100 years to live. Are

    you leaving them to chance? You know theclich: Aim at nothing and youll hit it. Only

    a tiny fraction of the population sets goals

    - but almost all the successful people I know

    set goals. Coincidence?

    9. You Are The Biggest Obstacle to

    Success in Your Life

    Luck does play a part. But Ive seen lucky

    people make nothing of their lives and Ive

    seen unlucky people succeed beyond all

    expectations. The difference? The decisions

    you make in every moment of every day.

    Are your decisions moving you towardsyour goals or not?

    Jeff Morrill is co-owner of Planet Subaruin Hanover, Mass., and Planet ChryslerJeep Dodge in Franklin, Mass. He can becontacted at 866.872.8699, or by e-mail at

    [email protected].

    IMN Loyalty Driver is a turnkey e-marketing service that drives

    interest, sales and customer loyalty. Customized, trackable email

    communications provide tangible results for dealerships across

    the country. A couple of examples:

    15 test drives scheduled within the first hour after anIMN Loyalty Driver e-newsletter was sent.

    90 phone calls in a month as a direct result of one IMNLoyalty Driver e-newsletter.

    Looking for results like these?

    Call 866.964.6397, ext. 214 or email [email protected].

    Drive customers inFor sales, for life.

    866-964-6397 imnLoyaltyDriver.com

    > Matt Lamoureux, Acton Toyota

    Our

    website traffic spiked

    to2.5

    times its norma

    lrate.

    Visit us at booth 3881C at NADA 2007

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    TonyDupaquiersts fos ls ms sf fis

    f&i solution

    Increased Factory WarrantyEquals Increased VSC Profits

    Vehicle ServiceContracts (VSCs)contribute significantly

    toward businessmanagers success.Now that the factories

    have increased their powertrain coverages,many business managers wonder what thismeans for their future in the industry.

    It opens the door for increased sales andincreased profits. A challenge could be thatcustomers may no longer think they needto purchase a VSC due to the increasedcoverage. This means business managersneed to adjust their product presentation toovercome this perception.

    Perhaps the most important change businessmanagers need to implement is informingcustomers about the facts of powertraincoverage. In general, these coverages do notcover as much as customers perceive theydo. Traditional powertrain coverage coversthree components: the engine, transmissionand drive axel. This leaves the customerresponsible for many major components, suchas suspension, steering, the electrical system,brakes, air conditioning, fuel system, coolingsystem and high-tech systems. On average,60 to 75 percent of breakdowns result in afailure of a non-powertrain component.

    Furthermore, many of todays customersdrive in excess of 20,000 miles per year.Depending on the part of the country,this average may exceed 25,000 miles.Explaining to a customer when the basefactory coverage expires is critical. In manycases, the coverage will expire within a yearand a half.

    Once customers realize how much thepowertrain coverage actually covers and

    how long it will last, the opportunity toupgrade with a VSC becomes easy. Stateto the customer that the factory has givenhim or her coverage up to 100,000 miles onthe vehicles core components. Then ask,Wouldnt it be great if you had coveragethat covered the entire vehicle for the sameamount of time? Most likely the customerwill say, Yes.

    During the menu presentation, explain to thecustomer that he or she stated the desire tohave coverage for the entire vehicle for the

    same length of time as the factory powertraincoverage, and that is why a VSC is on themenu. If the factory sees a need to cover

    the powertrain of a vehicle, the customershould certainly want to protect the rest ofthe vehicle.

    Which VSC coverage does the customerneed to purchase? The answer is a wrapcoverage. Most VSC providers offer wrapcoverages that cover the entire vehiclewith the exception of items covered by thefactory, thus wrapping around the originalcoverage.

    A wrap offers many advantages. Forexample, customers who are familiar with

    VSCs are accustomed to the price. Withwrap policies, the overall cost is lower. Nowthe value to the customer is higher, as manyoffer important services such as towing,rental reimbursement, roadside assistanceand trip interruption.

    Also, most dealerships price their VSCswith a minimum amount of mark-up to helpincrease sales, but the increase in powertrain

    coverage allows for an increase in mark-upfor wraps.

    The increase of the factory powertrainwarranties is an opportunity for businessmanagers to increase their success in thebusiness office. Now is the time to capitalizeon additional VSC sales and profits.

    Tony Dupaquier is the director of F&ITraining for the Automotive TrainingAcademy. He can be contactedat 866.856.6754, or by e-mail [email protected].

    or email: [email protected]

    6 6 5 74 2 4

    Amer ica s

    Call Mike Nichols at 866-642-4657

    Honda Dealers: Setting up an ad group?Call Us! We have over 12 years experience as a General Motors key ad agency.

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    17december 2006

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    Innovate or Die

    SunnyKnockests fos ls ms sf fis

    marketing solution

    Five years ago, e-mailmarketing emergedas cutting edge

    technology in themarketing mediums.As a marketing

    consultant, I encouraged dealers to take

    advantage of this new technology as a viableway to communicate with their customerbase. Yet while dealers had heard of thepower of e-mail marketing, few utilizedthis tool, saying I dont check (or have) e-mail so I know my customers dont checke-mail.

    Today, five years later, e-mail marketing is

    the most powerful method of communicationin the automotive industry. Those dealershipswho embraced this form of communicationhave amassed thousands of e-mail addressesthat enabled cost effective and efficientmarketing. They saved tens of thousands of

    dollars utilizing e-mail instead of dying onthe vine. These dealers were innovative.

    As technology advances and new formsof communication emerge, a youngergeneration is embracing fast and portablemethods of communication.

    What is the next wave of communicationand marketing in the automotive space?

    The mobile phone.

    Mobile Phones and Text Messaging

    Where is your mobile phone right now? Illbet that it is somewhere very close to youbecause it is convenient, easy to use, andkeeps you connected to your family, friends,employees and customers. By harnessing thiscommon device as an important marketingtool, a dealership can cost effectively reach

    a new sector of their customer base andincrease profits.

    In the wake of multi-channel technology,new and innovative methods of marketinghave emerged. Customers that live in todaysfast-paced environment react strongly to

    marketing that is portable and congruent withtheir individual lifestyles. Reports show thatSMS short message service, commonlyreferred to as text messaging is thefastest growing communication tool. Itssuccess parallels that of the Internet boom in

    the mid-90s with a growth of 200 percent.

    Did you know?

    On average 94 percent of all textmessages get read (according to ICM,2005)

    18-29 year old consumers use text

    messaging more often than voice tocommunicate (eMarketer, 2005)

    80 percent of consumers keep theirmobile with them all day (eMarketer,2005)

    When given a choice, 39 percent ofUS consumers prefer text messages to

    radio or TV advertising; however, only3 percent of most marketing campaigns

    currently have a text component(Nightfly, 2005)

    Various industries from real estate to schoolsystems have adopted this unique form ofcommunication text messaging and

    likewise the automotive industry shouldbe on the forefront of this technologicalexplosion. Your customers are looking forcompanies that will market to them in amanner in which they want. In other words,they want fast methods of communicationwhile on the go. They want to be connected

    outside of the home and office. Dealerships

    must be attuned to the needs of theirprospective customer base and in the age ofcellular technology, text messaging providesa quick and effective method of marketing.

    With eight billion messages sent every

    month, a dealership can reach a muchlarger customer base. The text messagingsystem enhances key areas of our customerfollow-up, said Richard Mikels of the BeckAutomotive Group. We are now reachingfar more customers in an extremely cost-effective and efficient way.

    Did you know the average dealers databasehas 20 percent mobile phone numbers listedas the home phone number? Dealers havemobile phone numbers in their databaseeven if they havent been actively collectingthem.

    Will you upset your customers by textmessaging them? Yes, a few. Did you upsetyour customers when you started e-mailmarketing to them? Yes, a few. However, amajority of your customers appreciate your

    new method of communication and the fact

    that you are communicating with them ontheir terms and on their time. Remember,

    these customers voluntarily gave youtheir mobile phone number so you couldcommunicate with them.

    But, Please Text Responsibly:

    1. Do send happy birthday messages,service reminders, thank-youmessages

    2. Dont over text your customers3. Do partner with a reputable text

    messaging company who will

    properly create and deploy yourcampaigns for you

    Text messaging can benefit all areas of thedealership. Service managers can sendservice reminders and recapture incentivesto draw old clients back into their servicedrive. Sales managers can send owner loyalty

    certificates to customers looking to purchasea new vehicle. Whatever the message, textmessaging offers the right medium for atech-savvy generation.

    We know that we need to innovate to stayahead of the curve. Technology is bound to

    change, and we in the automotive industry

    need to change with it. Those who embracechange will benefit with more sales andincreased profits.

    So, if you are thinking I dont use textmessaging, therefore my customers must

    not use text messaging, just remember thatdealers were saying the same thing about e-mail communication five years ago. If youstill dont believe that text messaging is thefuture, I challenge you to take a look at yourcustomers waiting in your dealership now.Do they have their mobile phones with them?

    Do you see them text messaging?

    So go ahead. Take the leap. Innovate.

    Sunny Knocke is the president and co-founder of MarketView 360. She can becontacted at 866.452.3715, or by e-mail [email protected].

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    And Now the StartingLine-Up for Tonights Game...

    MichaelYorksts fos ls ms sf fis

    sales and training solution

    Welcome to a NEWSEASON. As the yearwinds down to the final

    buzzer, a new seasonopener is in sight.Everyone begins at the

    same starting line. Are you ready for a NEWSEASON?

    On opening night in the NBA just a few weeksago, I was asked to speak to my home teamin a pre-game chapel. The Charlotte Bobcatsin the new downtown arena, on openingnight. Cool. There were lights everywhereand music and crowds and a buzz that waspure energy. It was most definitely TheShow.

    How Do You View Your NEW SEASON?Ive done this before and its always exciting,but there is a special excitement reservedfor opening night. Is that how you view thecoming year? With a special excitement?

    An enthusiastic attitude? Heres a list of myquick hits from my night with the pros:

    1. Prepare with Enduranceand ExpectationOne of the biggest differences between thecollege and professional seasons in basketballis the length. Not 30 games or 40 games or

    even 50 games - there are 82 games.

    Preparing with endurance is key. The seasonis a long one. How are you preparing for anew opportunity in 2007?

    The NBAs best teams know what thismarketplace and its best players know as well:When opportunity arrives, it is too late forpreparation. Its the same reason Broadwayplays have weeks of rehearsal and DisneyWorld has parades at 3 a.m. - preparation forthe opportunity that THE SHOW brings.

    These players have been at work for weeks,even months, in what is known as the OFFseason. No off-season for you, you say?Why not? Maybe you should re-think your

    preparation or plan or expectation for newresults if youre just doing the same old things,letting one season run into the next with no

    discernable (or measurable) difference.

    In my message to the team that night, I optedto lead with ancient wisdom about somethingthey already know a lot about: Seasons. Toeverything there is a seasona time for everypurpose under Heaven. And to challengethem to a new commitment for this NEWSEASON.

    2. Think (Differently) and Grow RichThats largely my message to most anyaudience, to think differently about somethingthey already know a lot about.

    Of course the thing most all of them werethinking about was work or their on-the-court commitment, but I also wanted themto consider their after-hours commitments tothe travel, the ups and downs of the season,family, life, etc.

    3. Attitude is (Almost) EverythingI encouraged them to be strong and expectthat things will be good at times and to knowthat there will be some low times as well.Thats a good lesson for us all. Thats howlife and work and things are for us all, sowe should prepare with an expectation of

    whats ahead and commit to getting throughthose times with an unshakeable attitude thatsays more about who we are than what kindof season were going through.

    I challenged them to ask better questionsand to pursue the answers diligently. Manyindividuals (and teams) say they want thingsto change but they dont commit to theactions and the attitudes that will bring aboutany measurable change in themselves, or intheir results.

    4. Become a Good Student

    What if top performance and high achievementwere as simple as reading, listening andwriting? Its why there are coaches andmeetings and playbooks in the NBA and

    NFL, because those things all matter to thesuccess of champions. And they matter toyou and me as well, or they should.

    Success leaves clues, and big success isavailable if youre really interested in askingbetter questions and pursuing the answersdiligently.

    Mentors and coaches and models are greatresources, but some individuals have theattitude that their experience or talentalone makes them smarter or above helpfrom someone else. Sad but true. We see iteveryday in professional sports and in themarketplace.

    5. Commit to Winning

    Commit to winning the day, and winningover the length of a project or a SEASON.Most all of us have heard the old adage, itdoesnt matter whether you win or lose.And I guess I would say to you, It doesntmatter whether you win or loseuntil youlose. And then, suddenly it matters.

    Its OK to win; in fact I much prefer it overlosing, and Ive tried both. Trust me on thisone. You cant win them all (another clich),but you can prepare and commit to winning.Losing is certainly a part of the process ofbecoming a winner, but dont get too used to

    it or let losing become who you are and what- or whom - youre associated with.

    Its a new season, are you ready?

    Why not do a review of last year, set some newgoals, focus on some of the fundamentals thatcould make all the difference, and see whereyou could end up come playoff time?

    If youd like the rest of my short list forplayers in the new season, e-mail yourrequest to the address below.

    Michael York is an author and professional

    speaker. He can be contacted at800.668.5015, or by e-mail [email protected], or visitwww.MichaelYork.com.

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    PattiWood

    The Proper Way to ApologizeTo Friends, Family, Co-workers and Customers

    sts fos ls ms sf fis

    sales and training solution

    Follow these rules step

    by step for an apology

    that takes the pain

    out of the process foryou and lightens the

    pain of the offended party. The best way to

    apologize is face to face with the person, but

    you can use some of these steps to form an

    apology letter as well.

    Step One

    Communicate your apology as soon as

    possible. Research shows waiting will make

    the problem actually grow in severity in their

    minds.

    Step Two

    Let go of your desire to win, be right or

    make excuses. It is about keeping and/or

    maintaining a relationship.

    Step Three

    Apologize. You can say, I apologize, or I

    am sorry.

    Step Four

    Keep the message clear of buts and excuses

    (Im sorry, but I had to take that phone call.

    It was really important.). Stay clear of theblame game (I am sorry, but its not really

    my fault, my boss). If you start making

    excuses, you may start an argument. If you

    choose to be agreeable, that is not possible.

    Step Five

    If there is an excuse, use this phrasing: I

    am sorry, I messed up, there is a reason and

    I would like to talk to you about it at some

    point but the most important thing for you to

    know now is that I am sorry. If the person

    is calm and rational, they will immediately

    ask you the reason. If they are emotional,

    angry and upset, they are not ready to hear

    it and have a discussion about it, and could

    probably care less, but you have left an

    opening to talk about it later if you need

    to. If you absolutely must make an excuse

    right now, make the excuse briefer than yourapology and, whether writing an excuse or

    giving it face to face, follow it with another

    statement of apology.

    Step Six

    Make sure your voice, facial expressions

    and body language are sending the same

    message as your words. If you are not

    feeling respectful, your tone will tell the

    tale. When your word message and your

    nonverbal message disagree, people will

    always believe your nonverbal message isthe true message that comments your honest

    emotions. You must apologize with complete

    sincerity without any subtle eye-rolls or

    exasperated looks, or even looking away

    slightly. Anybody who has a teenager in their

    home knows the difference between a smart

    mouth apology and a real apology.

    Step Seven

    Sympathize. This is especially important if a

    person is emotional. If someone is emotional,

    they will keep emoting until they feel heard

    and understood. Case in point, an angrycustomer will get angrier until they know

    you get their pain. Empathize. Let the person

    know that you can identify with his feelings.

    For example, I can appreciate youre very

    frustrated about receiving a faulty product

    or poor service, I would be frustrated, too.

    When someone feels heard, they dont have

    to keep talking. Their feelings have been

    validated. You can also assure them that you

    did not mean them harm (I did not mean to

    offend you with that comment.).

    Step Eight

    Accept responsibility for the situation. Be

    accountable. Let the person know that you

    intend to do whatever it takes to make

    things right. You cant help what has already

    happened, but you will come up with a

    solution to the problem, or if youre in abusiness situation, you willfind someone who

    can. When I suggest you take responsibility,

    I mean you accept it. Do not say, We are

    sorry. Instead say, Iam sorry.

    Step Nine

    Show your regret. People will complain till

    they see you get their pain; some people

    will not fully accept an apology unless they

    know you have suffered too. Pain for pain

    can make a conflict disappear. Come right

    out and say you are sorry or ashamed (I feltbad the minute I said that. Im ashamed of

    myself.).

    Step Ten

    Take the heat. This is the toughest part. After

    you say youre sorry, you need to stop and

    listen to hear the person share their pain and

    anger.

    Step Eleven

    Take action to repair the damage. For your

    apology to be complete you need to do

    something to repair or fix the injury. Decidewhat you can do and tell the person. If youre

    dealing with a customer, whenever you can

    offer a bonus of some sort or waive fees. It

    doesnt hurt to offer friends and family a

    bonus as well.

    Following these steps can soften a hurt. And

    know that it never hurts to send flowers.

    Patti Wood, MA, CSP is a professional

    speaker, author and coach atCommunications Dynamics. She can becontacted at 800.849.3651, or by e-mail [email protected].

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    Sell Yourself First,Next Your Dealership,and Then the Vehicle

    First impressionsare priceless andunchangeable. Always

    be ready to put your best effort forward.

    Salesmanship Starts When the CustomerSays NoOvercoming rejection and answeringobjections are among the most importantskills a sales person needs to develop. Inmost cases, when a customer says no theyare really saying not yet, meaning that theyhave not been given enough value to make abuying decision.

    The Feel of the Wheel Makes the DealA proper and structured test drive is anabsolute must. Todays vehicles offer somuch more in performance and utility thanthose of any time in our history. Get with yourmanager and learn how to do a professionalwalk-around test drive.

    Customers Choose One Car Over Anotherfor the Smallest of ReasonsSometimes aseemingly insignificant feature

    is enough to tip the scale for the customerwhen deciding which car to buy. The locationof a cupholder, a handy center console, orany number of small features may be just thekey to satisfying a customers motivation tobuy. Dont pass over the obvious or overlookthese and other items; one of them could bethe customers hot button.

    The Higher the Gross, the Happier theCustomerPerception becomes reality, and the best dealis the one the customer feels likethey got.

    Follow up Until They Buy or DieDont miss the opportunity to turn acustomer into a be-back and ultimately makethe sale. Many opportunities to do businessare available. Stand out from the pack bymaking professional follow-up calls in atimely and diligent manner.

    Customers Appreciate Follow-up Calls - ItShows Them That you CareA follow-up call is welcomed by most

    customers. It tells them that you appreciatedtheir visiting your dealership and that youvalue their business.

    Ego Never Sold a CarIts great to have self-confidence, but havingtoo high an opinion of yourself as a salesperson will not help. After all, its what thecustomer thinks of your abilities that reallymatters. Sales people with huge egos arerarely ever good listeners, and listening is thefundamental essential skill to sales success.

    You can Shear a Sheep Many Times - Youcan Only Skin it Once

    Customers who are treated professionally andfairly will return and buy over and over againif followed up properly. Start building yourclientele by helping your customers get theright car and a fair deal to go with it.

    It is Really not Possible to Guess aCustomers Means From Their AppearanceYour customers come from many walksof life and dress, and look and act in manydifferent ways that dont necessarily reflecttheir financial status. Therefore, trying toguess who is capable of buying and who isntbased on appearance is impossible. Give all

    customers professional treatment and a fairchance to do business.

    Customers do not Always Buy the VehicleThey Came in Looking ForThe customer who may insist on a particularmodel or option may really want what theysay, or just need more information beforelanding on a selection. Explore other optionswith the customer and suggest alternatives.Something else on the lot may catch theireye, so be flexible and prepared to changedirection.

    Women are Decision MakersRight from the introduction at the meetand greet through the rest of the road to thesale, women need to be addressed with thesame attention and respect that their malecounterparts receive. This is especially true ifa woman is shopping for a vehicle by herself.

    Will Parquette is the training director forColumbia Ford Lincoln Mercury. He can becontacted at 866.647.0467, or by e-mail [email protected].

    WillParquette

    Positive Action SystemsCar Business Fundamentals

    sts fos ls ms sf fis

    sales and training solution

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    23/4725december 2006

    After returning homefrom a speakingengagement in New

    York, I wanted to relaxa little and flippedchannels on the TV

    until I came to a movie called Beyond theSea. My intention was to just watch andenjoy the movie and just release all thetensions of work and travel. It was time toveg-out and not think. Then boom ithappened. A line from the movie hit me like athunder bolt: People hear what they see.

    Beyond the Sea is a movie about thelife of Bobby Darin. Darin was a singerand actor from the 50s and 60s. Darin waspart of the so-called crooner-style singerssuch as Tony Bennett or Frank Sinatra. Hehad a very successful career that includedmany hit songs, two Grammy Awards and anomination for an Oscar for one of his movieperformances.

    Even with his success, Darin, like many ofthe crooner-style singers of that era, becameobsolete overnight. The British invasionand the Beatles came to America and rockmusic and folk music swept the culture. TheVietnam War was in full swing and the protestmovement, along with Peace, Love andDrugs, was the common theme. Music was

    being played in large concert halls and notthe nightclubs that had made Darin popular.He was suddenly old news at a young age.

    In a scene from the movie, Darin discussedhis frustration with his career with his wife,movie star Sandra Dee. Then, Sandra Deedelivered the line that woke me from beingdrowsy: People hear what they see.

    Darin had been trying to suddenly play war-protest songs while playing the guitar tonow-younger audiences in traditional clubslike the Copacabana. Although still young,

    Darin was playing to younger audiences thatdistrusted anyone older, and because he wasrapidly balding, he appeared that much moreout of date to the audience. He had changedhis song delivery to sitting on a stool whilesinging intense war protest and politicalsongs. His message, which mirror-imagedthe message of many popular singers of thetimes, was falling on deaf ears.

    Because of the observation of his wife, Darinswitched gears and moved his act to Las Vegas.Vegas audiences were used to big shows andlots of production. He incorporated his new

    songs into his act but delivered them in adifferent manner. He gave them somethingto see while they listened. The changes in

    Darins act changed the perspective andthe acceptance of the audience. He becamepopular again but in a certain niche deliveredin a different method.

    What exactly was the aha moment orwriter-downer thought that hit me whenI watched this movie? Two things. First ofall, think about the line People hear whatthey see. How do your customers see youand how does that influence what they hearfrom you? How are the first impressions ofyou and your dealership influencing yourcustomers trust in you, belief in you and theestablishment of a buying relationship with

    you? Visual impact can be huge in deliveringyour desired message.

    Second, how are you delivering yourdesired message in your dealership and yourmarketing/advertising? Are you deliveringa message that is not matching your marketanymore? Is your message worn out? Is thedelivery mechanism or media choice for yourmessage successful?

    Careers, businesses and everything andeverybody face constant change. Thequestion is what are you doing to understand

    that change and adapt to it? Traditionaladvertising is dead. Traditional salestechniques are outdated. Are you making thenecessary changes, or are you waiting for themarket to change back to the old times?

    TLC Think Like a Customer. Listen to andobserve your customers and marketplace.Read as many various types of magazinesas you can. Go to the mall, sit down and

    just watch people and their shopping habits.Dinosaurs did things the way they always haddone them. One day, they wound up extinct.

    Go over the 3Ms of your sales and

    marketing with a fine tooth comb Message,Marketplace and Media. Dont hold anyexisting knowledge or so-called truths to beuniversally true. Adapt, niche and be bold indoing so. Look and listen intently for keys tosuccess everywhere. You never know when alightening bolt will hit you and someone willsay something such as, People hear whatthey see.

    Mark Tewart is the president of TewartEnterprises. He can be contacted at866.429.6844, or by e-mail [email protected].

    People HearWhat They See

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    Tuning Your Web Site for High-Performance:Using Key Performance Indicators, Part 4

    HeatherConarysts fos ls ms sf fis

    marketing solution

    In the past three issuesof AutoSuccess, Ihave written a series

    of articles on KeyPerformance Indicators(KPIs). These are

    gauges you can use to determine how wellyour Web site is performing.

    To calculate these KPIs, you will need a setof your statistics from your Web site. Thereare many different statistics providers outthere (Urchin, CoreMetrics, WebSideStory,or even proprietary solutions.) If you needhelp finding the measurements referencedin my article in your own statistics packagereports, feel free to e-mail me.

    Analyzing Inventory Traffic

    If you have your inventory listed online, itsa great source of information on what yourpotential customers are looking at.

    Lets assume you have each of your vehicleslisted on your Web site. What vehicle aremost of your customers interested in? Howwould you know?

    To figure this out, you will need a report thatshows either searches, or visits to a page.

    Depending on your statistics package, yourreport will most likely indicate the stocknumber and/or VIN, as well as the numberof views that particular vehicle received.

    By using this data, you can run analyses onit like:

    Which years, makes and models aregetting the most interest?

    Which years, makes and models aregetting the least interest?

    What prices are most of yourcustomers looking to pay?

    Once you have this data, you can use it as atool to help you merchandise your inventoryonline.

    Once you know which vehicles (by year,make or model) are getting the least attentionfrom your browsing customers, you can usethis to your advantage.

    Vehicles Without Information

    Frequently, unpriced vehicles or vehicleswithout photos (or with only stock photos)

    are not as enticing to browsers as vehicleswith full information.

    If this is the case with some of your onlineinventory, you can easily add pricing andphotos to reflect customer interests.

    Adding descriptions or a story can alsofrequently help a customer feel morecomfortable about the vehicle, as it helpsthem see the vehicle without it beingphysically present.

    Low-Traffic Inventory

    If a vehicle is among the ones getting little orno traffic on your site, but has its full array ofinformation, there are other tactics you can

    use to increase interest in it.

    Designating them as Specials orManagers Picks can help you createexcitement and interest among these oftenoverlooked vehicles.

    Much like your front line should berearranged frequently to reflect changesto your inventory, your inventory specialsshould be no different.

    Analyzing Inventory Leads

    Once you determine which vehicles arebeing browsed most often, you can usethis information to work with the leads youreceive.

    To begin analyzing this information, youneed a posted forms report. This reportshows which forms on your Web site aregetting filled in and submitted.

    Alternately, you can use the hard copies ofthe leads you receive (either in your CRMapplication or in your e-mail inbox.)

    If you have a vehicle that has a veryhigh browse rate, but had very few leadssubmitted, this could indicate:

    The customer was surprised by a pricethat wasnt what they were expecting

    The customer was expecting a pricethat wasnt listed

    The customer was expecting to seephotos or a description of the vehicleand did not

    The customer was a tire kicker andwas only browsing

    There was no call to action

    In any of the first three cases, you canremedy the situation by adding the missinginformation.

    Online tire kickers are the same as they areon the lot there isnt much you can doabout them.

    No Calls to Action

    Analyze your vehicle page to determine ifthere is an obvious and easy way for yourcustomer to contact you if they are interestedin a vehicle.

    Is your phone number displayedprominently?

    Are your address and hours displayed

    or linked prominently? Do you offer directions to your

    dealership? Do you have a form for customers tofill out and request more information?

    If you answered no to any of these, youremissing an opportunity to catch an interestedcustomer, as well as to gather information ona lead.

    If you answered yes to all of these, you canstill do some work with these to make themmore enticing to customers.

    Do you simply list the phone number?Or do you state that a customer can getinformation on the vehicle instantlyby picking up the phone?

    Do you offer a form for customers tofill in their information? Or do youallow them to schedule a test drive?

    There are an infinite number of ways tooptimize your Web site and your calls toaction. For more ideas, feel free to e-mailme.

    By analyzing all of your copy using yourstatistics, you can make good decisions thatwill help you grow your online business.

    Next Month: Using Web site statistics todetermine the effectiveness of your offlinemarketing campaigns.

    Heather Conary is a Web developer atDowneast Toyota-Scion-Buick. She canbe contacted at 866.386.4914, or by e-mail at [email protected].

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    marketing solutionMikeNichols

    How to EffectivelyMarket on Television

    Whats the first stepin effective televisionmarketing? Before

    you make a media buy,decide what youretrying to accomplish.

    If youre selling your dealership as a brandand interested in long-term value, you mayconsider buying your strongest local news inthe morning, as well as night, several days aweek. People watch all types of entertainmentand news programs, but a vast majority ofthem do tune in to their local nightly news.And many people have their local news onwhile they are getting ready in the morning.They may not be paying close attention, butif you advertise there on a consistent basis, itwill build Top of Mind awareness. The sameis true for the nightly news. If you advertisethere night after night, you will build long-term residual value over time, and customerswill be more likely to consider your dealershipwhen they are in the market for a vehicle.

    If youre more interested in short-termtraffic, you can use television as a high-impact medium. Here you would buy specificprograms and run several commercials ineach program. You would compact your adsover a few days running a lot of commercialseach day. Anyone who watches TV, and mostpeople do, would know you were having a

    special event or sale at your store. In this way,you make a big impact on a fairly large groupof people, of which a percentage of them willrespond to your message. This group willdefinitely know that you have a special eventat your dealership and they will considershopping your store soon.

    And dont forget cable. Even though theymay not have as large an audience, there aregroups of people who watch certain programson a regular basis. Theres sports fans, news

    junkies, movie watchers, music lovers, evenhome and garden enthusiasts (notice the rise ofthese types of programs and their popularity).Each of these groups makes up a niche, andthere are riches in niches.

    So, how can you make a good buy? You can

    hire an agency, or you can do it yourself. Justget all the rates and program information fromall the stations and figure out an average cost

    per thousand (CPM) to use as a benchmark.For instance, if the local news cost $300 andreaches 15,000 adults, your cost to reach1,000 people is $20. You can use this CPMas a basis for nighttime TV. Then, do a couplesamples at different times of the day toestablish a CPM for each day part. This willmake it easier to negotiate with all the stationsin the market. And, by the way, you can usethese CPMs to compare with radio as well.Most cable markets dont have ratings, soyou just have to buy that on any research thecable company can provide, and your mediainstincts. But you know ESPN, CNN, FOXNews, Discovery, the home improvement andthe movie channels are usually a safe bet if theprice is right.

    Once youve decided what youre trying toaccomplish and have devoted a percentage ofyour ad budget to television, you go to workon your message. If you read my last article,you may remember your long-term messagehas to come from within you and yourorganization. These are your absolute corevalues - who you are, and what you want youremployees and customers to think about yourstore. You can hire an advertising companyto make good commercials for you on a

    regular basis, or you may consider spendingsome production dollars to make a gooddonut a really good, attention-grabbingcommercial or series that have a place withinit to change the message on a regular basis.Or, you could choose to do it yourself with thehelp of a local TV station or cable company.Some dealers even go on camera themselvesand do so very effectively. It does take a timecommitment, and you will get positive andsometimes negative feedback from peopleyou see in public, but Cal Worthington andothers have been very successful at it, so itcan be done.

    Then, I would suggest a good jingle. The bestcampaigns usually have a strong tag line and/or jingle, especially on a local level, wherean elaborate production is not cost-efficient.

    How many of us remember jingles like Seethe USA in a (_________)? This jinglehasnt been on the air in years, but many of us

    can still recall it.Once you have the budget, the format and agood tag line or jingle, youre ready to put inyour offers. What can you offer the public thatother dealers cant or dont? Maybe its thelowest prices. That can be pretty hard to proveevery day. But you can offer new cars andtrucks with attractive payments, or you canoffer a group of nearly new vehicles at far lessthan new. Just put yourself on the customerscouch and think like they think. What wouldentice them to be interested in a vehicle rightnow? Maybe they would like a new 4x4 to getready for winter. Or maybe they would like

    a new or newer minivan for taking their kidsto all the school events, and you have a goodselection of them at great prices and payments.Or maybe they would be interested that yourservice drive is open late or on Saturdays.It depends whether youre building for thisweek, this year or building customers for life.If you are building customers this week, themessage should be urgent and you have tofreshen it often. If youre building long-termbusiness, you could continue to tell customersthe same message over and over again, butfreshen the ads from time to time. A goodexample would be Geico. They have the

    same product and message in all their ads, butfreshen the execution on a regular basis.

    A recent marketing survey stated that yourmessage has to be relevant and interestingor people wont watch it. Thats