2015 April - Dealership OverDrive

APRIL 2015 TMWINNERSA David Lewis & Associates Publication vs. Losers

Publisher’s Note Welcome To Our New DLA Monthly Magazine: Dealership OverDrive Our goal is to provide you with the A David Lewis & Associates Publication best content possible to help you grow and expand your business APRIL 2015 and career. PUBLISHERLast year was an exciting year at David Lewis & David LewisAssociates and for the Automotive Industry as a whole. Weexpanded into new areas of North America with our training [email protected] adding additional workshops to our Sales andManagement training, as well as, new courses for Fixed GRAPHIC COORDINATOROperations. I also published a new book titled “Common Brian SmithMistakes Salespeople Make.’ It was released in thesummer of 2014 and is now available on our brand [email protected] website and on Amazon.com. SALES DIRECTORWe are extremely grateful for the trust our Dealership Mary Mannellafamilies have shown us over the years, and to celebrateour good fortune, we are introducing our new DLA Monthly [email protected]. Each issue will feature special articles ofinterest to the industry and exciting training tips to advance TRAINING LIASONyour skills and raise your profits. Moreover, since we all Priscilla Youngknow that “all work and no play make’s Jack a dull boy,”there will be some fun stories as well to lighten up your [email protected] day. CIRCULATION / SUBSCRIPTIONSFor those who recently joined us, this first issue will feature Jennifer Potteran article describing what Inspirational Selling is and howit can greatly increase your business. There is an especially [email protected] article about legendary actor James Dean andhis infamous death car known as ‘The Little Bastard.’ CONTRIBUTING WRITERS Ben JenkinsAgain, thank you for entrusting us with your confidence.We hope this monthly magazine will be a great resource [email protected] you and we welcome any suggestions you may have fortopics that would be of special interest to you. Brian ShermanDavid Lewis [email protected], David Lewis & Associates, Inc. Becky Nixon2 Dealership OverDrive [email protected] Dealership OverDrive magazine makes every attempt to ensure the accuracy of all published material. However it cannot be held responsible for opinions expressed or facts supplied herein. Nothing may be reproduced in whole or in part without written permission from the publisher. All rights reserved. The publisher encourages you to submit suggestions. Submitted materials become the property of David Lewis & Associates, Inc. and will not be returned. Send material for publication to 10 Suntree Place, Melbourne, FL 32940. The editor reserves the right to edit material; submission of material constitutes permission to edit and publish that material. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is presented with the understanding that the publisher is not engaged in rendering legal, accounting or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers. www.davidlewis.com

contents 4 The Seven Most Important Words In Closing 6 Phone Ups, Part 1: Are You Creating Dialogue? 9 News from the Philadelphia Training Center 13 James Dean and the Curse of ‘Little Bastard’ 16 The Attribution Theory 19 Winners vs. Losers 21 Are Service Waiters Hurting Your Business? 23 What Is Inspirational Selling? 25 Why Service Customers Are So Defensive 27 100 Days - 102 Sold Cars; An Interview with Bruce Low Stand out from the crowd...Kick Start Your Work Week with DavidLewis’ Monday Morning Sales Meeting Sign Up For Free at www.davidlewis.comwww.davidlewis.com Dealership OverDrive 3

WMooTsrthdIesmiSnpevoCerlnotsainntg!Whether you are a Salesperson or Sales nothing is not asking for the sale. It is opening the Manager, the foremost objective is to door to get responses that you do not want to hear. close sales. Everything you do up to Responses such as, “Is that your best price,” “Howthat point is set-up and preparation. Why is it that much are you giving me for my trade” and the worstso many fail when it comes to this ultimate goal? one of all, “Well let us go home and think about it.”In actuality, it is approximately 75% of the time.You may ask how I came up with this percentage. All three of these are comments you do not wantWell, the industry average closing ratio is 25%. to hear.This means if 25% percent of Customers buy, and75% do not, then this puts the failure rate at 75%. Some will even try to trick or confuse the Customer by stating, “And how would you likeClosing is asking for the sale and can only be this to be titled?” This is not a closing question;done once you have earned the right to do so. it is an indirect form of pressure. Even worse,Why would you ever want to ask for the sale most people realize the intent of the questionif all the value of your product has not been and become very turned off and defensive.presented? Ironically, in our industry weteach some closing techniques that just do Once you have presented the numbers, there isnot make sense. only one thing you want the Customer to say, and that is YES! Yes, we would like to buy the car.I cannot tell you how many times I have asked aclass of automotive sales professionals what they So, why not just come out and ask for the sale.say immediately after they have presented their Ask the Customer to buy the car. If you are theCustomer’s with the figures to buy the car. Most of Salesperson and have professionally earned thethe time they will state that they say nothing. Saying right to do so, no one will be mad or insulted. If4 Dealership OverDrive www.davidlewis.com

The Seven Most Important Words In Closing!, continued ask everyone from today forward after presenting numbers, “would you like to buy the car?” someyou are the Sales Manager and are coming in for will come right out and state YES.the close and the Salesperson has made the properpresentation, most will expect you to ask for the For those who do not, most will respond with asale. Why not just do it? reason as to why they are not ready to buy today and after successfully overcoming their objections,The seven most important words in closing are: guess what your final statement will again be?“Would You Like to Buy the Car?” Would you like to buy the car?It is a simple, non-pressure and direct question andone that is anticipated. The time has been invested We all know there is one thing we all forget to domaking the presentation, effort has been set forth some times, and that is ask for the sale. But if youto prepare the figures, and now the time is right to develop the habit today of simply asking people,simply ask the Customer, “Would you like to buy “would you like to buy the car,” and build it intothe car?” your sales routine. You will never forget to do it.That is it, seven easy words. Oh…. by the way, would you like to buy the car today is 8 words. So never state today, becauseDo you know what is so exciting about these today is one of those pressure words you want towords? Some people will actually say YES. try and stay away from.Those of you who know me personally, have been Give it a try; I know you will like the results.to one of my classes, or are a regular viewer of myweekly Sales Meetings, know I do not make manypromises. But in this case, I promise you, if youBooks by David LewisWith over 30 years of training experience, David Lewis is a distinguished industry expert. David is the President of David Lewis and Associates and travels the country training and educating dealership personnel on all areas of dealership operations.All books are available through www.davidlewis.com and www.amazon.comwww.davidlewis.com Dealership OverDrive 5

Phone Pa1rtUps:CreatinAg rDeialYogouue?Mastering the art of the phone-up is one of the most effective and least understood parts of the car sales process. Many studies have shown this to be the most reliable source for creating actual sales because it is not done in person and is usually considered secondary to having a potential customer walk into the Dealership. Treating a phone-up with less attention than that of someone who walks onto the lot, may be a sub-conscious action that reflects the impersonal aspect of a phone conversation. Whatever it is, it must be overcome if you want to get the full potential from the phone-ups you receive.6 Dealership OverDrive www.davidlewis.com

Phone-Ups Part 1, continued The fact that they have called your Dealership means they probably know what brand of vehiclesYour goal is to be unique and different from what you sell. What they don’t know is if you haveCustomers usually hear from a car Salesperson. the specific vehicle, color and options they areYou want to pace yourself and not sound too looking for or if you are someone they can feelanxious or hurried. It is also important that you comfortable working with. They also want toremove any visual distractions that could divert know that the Dealership is a business that willyour attention from any important details you treat them the way they want to be treated.do not want to miss. Always smile when you The key to creating effective dialogue will be yourare speaking. This is very important as it will ability to inspire the caller and maintain control ofpositively affect your voice inflections, as well the conversation without reinforcing any fear oras your comfort level. anxiety they may already feel. Your enthusiasm and professionalism will set the customer at ease,Most of us would agree that the main goal as well as eliminate the natural defensiveness thatof a phone-up is to get the person in for an often goes with calling a Salesperson. The best wayappointment. There are steps that must first to do this is to follow the Four Steps to the Sale:be accomplished if you are to be successful in Step 1: The Meet and Greet – The first impressionreaching that goal. Unless you connect with you make when answering a phone-up shouldthe Customer on a certain level, you may fail to always be enthusiastic, welcoming and inspiring.create a sense of obligation that compels them Politely give them your name and thank them forto come in. Therefore, your primary objective is calling the Dealership. Next, ask for their name,to create dialogue with the Customer (not write it down and use it, preceded by Mr. or Ms.conversation, but dialogue). Dialogue is an and politely ask how you can be of assistance toexchange that follows a process with an ending them. Your desire is for the customer to perceivein view. It is asking the right questions and you as professional, enthusiastic, and different fromanswering those questions in order to create a what they expect. This is unique verbiage that theydesire to see what you have to offer. will usually not get from another Salesperson.Price is certainly important to buyers, butindustry research shows that it is further downthe list with most Customers. The three buying priorities for Customers are:1. The Vehicle 2. The Salesperson 3. The DealershipMany Salespeople make the mistake of thinking Step 2: The Reply - The goal of the reply is toCustomers care only about the price. Because create dialogue. Ask questions about options,of this, they go directly for their name, phone accessories and colors. Always ask them if theynumber and an appointment without taking would rule out a car that may have an extra optionany time to create a contact relationship. It is or two, stating: “If I had one with a sunroof andtrue that the number one question people ask if it were only a few dollars more, would youwhen they call a Dealership Sales Department is rule that car out?” The goal is to make themconcerning price and availability. This is where understand that there are so many options available.you come in as the Salesperson. If you just say Step 3: The Appointment – You goal is to disarm‘yes we have that one’ and give them a price, any defense mechanisms they may have in place.they will thank you and continue to contact other You do this by using unique verbiage to inspireDealerships until they get the lowest price. them to set an appointment. This is wherewww.davidlewis.com Dealership OverDrive 7

Phone-Ups: Part 1, continued IT HAS SATELLITE RADIO, VOICE ACTIVATED MUSIC AND PHONEverbiage such as, Informational Gathering, is soimportant. If you eliminate the apprehension SYSTEM. TEXT READING SOFTWARE,they may have of feeling pressured into buying INTERNET ACCESS. FULL GPS SYSTEM,upon visiting the Dealership, they are more likelyto set the appointment. ALONG WITH DVD MOVIE PLAYER,Step 4: The Confirmation – Solidify the BUT WE ENCOURAGE YOU NOTappointment and create an obligation for the TO DRIVE DISTRACTED.customer to come in as scheduled. Get theirphone number and email address and let themknow you will call to confirm on the day of theappointment. If they are at all reluctant to giveyou their contact information, you have not yetearned their trust and must keep working withthem until you have that information.Remember, you may not be the only Salespersonthe Customer may call in their search for avehicle. By being unique and inspiring you won’tsound like everyone else and there is a very goodchance they will make an appointment and buytheir car from you.Over the next 4 months, I am going to breakdown each of these four steps into more detail.8 Dealership OverDrive www.davidlewis.com

NEW from thePhiladelphia Training CenterFor those of you who have never been Many of our students have commented on how to our DLA Training Center, located 30 much they enjoy the relaxed atmosphere we have minutes outside of Philadelphia in King designed at theTraining Center. The classes provideof Prussia, PA, it is an experience that you will extensive training and give you the opportunity tonot soon forget. Our first two years have been practice and role play what you are learning withextremely successful with glowing reports from other students. Whether you are new to the businessthose who have attended classes. We offer or have been around a long time, you will definitelyintense training in the latest techniques and methods discover exciting ways to increase your skills andof the automotive business and in an atmosphere productivity and advance your career to new levels.that is fun, relaxed and designed to make yourtraining thoroughly enjoyable and exciting. Students who attend our Philadelphia Training Center are quick to comment on how much theyOur DLA Certified Trainers cover all areas and appreciate the atmosphere we have created. It islevels of Auto Sales and Management including not all work and no play. In between the trainingF&I and Internet/BDC. Our latest additions include sessions, students are able to take advantage ofFixed Operations. If you are not familiar with our our fully equipped break room. Here you will findcourse outlines, you can view our current schedule plush comfortable chairs and couches with largeand get the specifics on upcoming classes at our screen cable televisions, Xbox systems, a top-of-redesigned website: davidlewis.com. You will also the-line pool table, as well as shuffleboard. Wefind information to help you make your decision on provide plenty of refreshments and food at no costwhich training courses would benefit you the most. from our well-stocked refrigerators and snack bar.www.davidlewis.com Dealership OverDrive 9

News from the Philadelphia Training Center, continued DLA Training CoursesWhether you are looking for Entry Level SalesAutomotive Sales Training for your new hires,or Advanced Level Courses that you can attend, Entry Level Sales (5 Days) • Advanced Sales Program (4 Days)our DLA Philadelphia Training Center is the Advanced Sales Level 1 • Advanced Sales Level 2 place for you. We have made available, without Objections Level 1 • Objections Level 2 • Phone-Ups Level 1a doubt, the finest in Automotive Training Phone-Ups Level 2 • Leasing for Salespeopleavailable today. The success that our students are Prospecting & Follow-Up • Understanding Your Customerexperiencing reflects the value of what we have to Common Mistakes Salespeople Makeoffer, however, don’t take my word for it. Listento what some of our students are saying: Management“David taught us how to take objections that Advanced Sales Managementyou don’t want to deal with and turn them Advanced Sales Management Program (4 Days)into something that you can really be comfort- Advanced Management Negotiationsable with answering. That’s the kind of unique Advanced Used Car Management • Leasing for Managers training they have to offer here.” Leadership / Coaching • Hiring / MotivationMarc Pullman, Dir. E-Commerce Fixed Ops“This is a fantastic Training Center with allthe amenities. The important thing I took Entry Level Service Advisor Program (4 Days)away from the classes was understanding the Advanced Service Advisor Program (2 1/2 Days)fears and anxieties that Customers bring to Advanced Service Advisor Techniquesthe Dealership and being able to approach Understanding the Service Customerthem and bring down those barriers.” Effective Service Walk-AroundsCasey Posner, Salesperson Service Advisor Phone Techniques Advanced Service Manager Program (4 Days)“Before I attended a David Lewis class I was Advanced Service Management Conceptsaveraging 14 cars per month. Since attend- Service Staff Retentioning the Sales and then the objections class Advanced Service Revenue CreationI have averaged 19 cars per month over the Effective & Profitable Express Service Processeslast 3 months.” Bob Gilchrist, Salesperson Management Service Advisor Training Introduction to Service Management“I have been to every F&I training class there Introduction to Service BDCis. I learned more new ideas at this 2-day Advanced Service BDC ConceptsAdvanced F&I Course than I have in all theothers combined. If you want to be a super- Internet / BDCstar in F&I, this is the class to take.”Stephanie Martin, F&I Manager Internet/BDC Lead Generation (2 Days) Internet/BDC Management“I have been a Service Advisor for 20 yearsand I only wish this training was available to F&Ime when I first started. The ideas are so logi-cal and exciting. I cannot wait to get back to Entry Level F&I (3 Days)my Dealership to utilize them.” Advanced F&I Concepts (2 Days)Jeff Mullins, Service Advisor F&I Service ContractsClasses are held every day. For more information General Coursesplease call 800-374-3314 Ext. 215 or visit ourwebsite at www.davidlewis.com. Business Etiquette Train the Trainer 10 Dealership OverDrive Round Tables Sales Management • Salespeople • F&I Internet / BDC • Service Advisors • Service Managers www.davidlewis.com

UpcomingCourses Philadelphia Training CenterAPR 4/1 Entry Level Sales (Day 3) MAY 5/1 Entry Level Sales (Day 5) 4/2 Entry Level Sales (Day 4) 5/4 Objections Level 24/3 Entry Level Sales (Day 5) 5/5 Advanced Sales Management Concepts4/7 Advanced Sales: Level 1 Advanced Sales Management Program (Day 1)Advanced Sales Program (Day 1) 5/6 Leadership / Coaching4/8 Objections: Level 1 Leasing for Managers Advanced Sales Program (Day 2) Advanced Sales Management Program (Day 2)4/9 Leasing for Salespeople (9-1pm) 5/7 Advanced Management Negotiations Prospecting & Follow-Up (1-5pm) Hiring / Motivation Advanced Sales Program (Day 3) Advanced Sales Management Program (Day 3)4/10 Phone-Ups: Level 1 5/8 Train the Trainer Advanced Sales Program (Day 4) Advanced Used Car Management Advanced Sales Management Program (Day 4)4/13 Entry Level Sales (Day 1) Common Mistakes Salespeople Make (9-1pm) 5/11 Entry Level Sales (Day 1) Understanding Your Customer (1-5pm) 5/12 Entry Level Sales (Day 2)4/14 Entry Level Sales (Day 2) Advanced F&I Concepts (Day 1)4/15 Entry Level Sales (Day 3) 5/13 Entry Level Sales (Day 3)4/16 Entry Level Sales (Day 4) Advanced F&I Concepts (Day 2) Internet / BDC: Lead Generation (Day 1) 5/14 Entry Level Sales (Day 4)4/17 Entry Level Sales (Day 5) Internet/BDC Lead Generation (Day 1) Internet / BDC: Lead Generation (Day 2) 5/15 Entry Level Sales (Day 5)4/20 Phone-Ups: Level 1 Internet/BDC Lead Generation (Day 2) Business Etiquette (9-1pm) 5/18 Business Etiquette4/21 Advanced Sales: Level 1 Advanced Sales Level 2 Advanced Sales Program (Day 1) Advanced Service Advisor Techniques 5/19 Advanced Sales Level 1 Advanced Service Advisor Program (Day 1) Advanced Sales Program (Day 1) Entry Level Service Advisor (Day 1)4/22 Objections: Level 1 Advanced Sales Program (Day 2) 5/20 Objections Level 1 Understanding Servcie Customers (9-1pm) Advanced Sales Program (Day 2) Service Advisor Phone Techniques (1-5pm) Entry Level Service Advisor (Day 2) Advanced Service Advisor Program (Day 2) 5/21 Leasing for Salespeople4/23 Leasing for Salespeople (9-1pm) Prospecting & Follow-Up Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 3) Advanced Sales Program (Day 3) Entry Level Service Advisor (Day 3) Effective Service Walk Arounds (9-1pm) Advanced Service Advisor Program (Day 3) 5/22 Phone Ups Level 1 Advanced Sales Program (Day 4)4/24 Phone-Ups: Level 1 Entry Level Service Advisor (Day 4) Advanced Sales Program (Day 4) 5/25 Entry Level Sales (Day 1) 5/26 Entry Level Sales (Day 2)4/27 Entry Level Sales (Day 1) 5/27 Entry Level Sales (Day 3)4/28 Entry Level Sales (Day 2) 5/28 Entry Level Sales (Day 4)4/29 Entry Level Sales (Day 3) 5/29 Entry Level Sales (Day 5)4/30 Entry Level Sales (Day 4) For more information please call 800-374-3314 ext. 215Scheduled course dates are subject to change without prior notice. Please check www.davidlewis.com for updated class dates and details.www.davidlewis.com 11

COURSE GOAL:To develop within the experiencedSalesperson an understanding ofthe Customers thought processwhen shopping and purchasing acar. To train the Salespersonon a sales process that will beunique and different from whatthe Customer will expect, whichwill set that Salesperson apartfrom all the other Salespeople theCustomer has or will speak withduring their shopping process. EXPECTED RESULTS:This four day course typically yields an increase of between 4-6 units per month in volume and an increase of $200-$400 in profit per sold unit.DAY 1 DAY 3• Sales Process • Leasing / Prospecting / Follow-Up• Rules for Change • The Basics of Leasing• Customer Perceptions • Customer Lease Perceptions• Four Basic Buyer Questions • Salesperson’s Lease Perceptions• Communication Skills • Answering Customer Leasing Questions• Myths • Lease Presentations• Steps to the Sale • Why Prospecting is Important • New Prospecting IdeasDAY 2 • The Importance of Unsold Follow-Up • The Importance of Sold Follow-Up• Objections • Sold / Un-Sold Follow-Up Ideas• Why Customers Object• The Basic Four Steps to Overcome Objections DAY 4• The Objection Conversion Technique• How to Handle the Interest Rate Questions • Phone-Ups • Why Customers Call • The Four Phone-Up Steps to the Sale • How to Handle Persistent CallersDLA PHILADELPHIA TRAINING CENTER For more information please call 800-374-3314 ext. 21512 Dealership OverDrive www.davidlewis.com

On September 30, 1955, one of the great Having already received a speeding ticket two screen legends of all time crashed into the hours before the accident, you would have thought history books and started a cult following it might have slowed Dean down a bit, but it didn’t.that still exists today, even after sixty years. With Still, there is some evidence that he may have onlyonly two finished pictures to his credit: ‘East of been going 55mph at the time of the accident.Eden’ and ‘Rebel without a Cause,’ and a third:‘Giant,’ still in production, James Dean made He was rolling along Highway 466 to a race trackHollywood history in a head on collision in his new in Salinas, California where he’d planned to runPorsche 550 Spyder which he called ‘Little Bastard.’ in the race. As he approached California Statewww.davidlewis.com Dealership OverDrive 13

James Dean and the Curse of ‘Little Bastard,’ continued The first exhibit, featuring the car, was not successful and the garage where the Spyder wasRoute 41, 23-year old college student Donald stored, caught fire destroying everything exceptTurnupseed was heading in the opposite direction the car. The second attempt to show the display,in a 1950 Ford Tudor Custom Coupe. While was at a Sacramento High School and ended whencrossing his lane to turn onto 41 and not seeing the car fell and broke a student’s hip. There wereDean’s car approaching, the two hit head on, also several other times when the car causedkilling James Dean instantly. Both Dean’s problems while being transported. During a trip topassenger and the driver of the other car survived. Salinas, the truck carrying the Porsche went outThe bright, young 24-year old star, James Dean, of control causing the driver to fall off the back ofwas taken to Paso Robles War Memorial Hospital the truck crushing him. There were also two otherwhere he was pronounced dead on arrival. reported accidents while it was being transported in Oregon where supposedly no one was injured.Had it been anyone but James Dean behind thewheel that fateful day, this story may have just The Little Bastard was last seen in a Californiabeen another tragedy that was soon to be forgotten. Highway Patrol Safety Exhibit in 1959 when, forHowever, the events that followed the crash were no apparent reason, the car collapsed into pieces.soon to become what eventually became known as Finally, in 1960, while it was being transported‘The Curse of the Little Bastard.’ back to George Barris, in Los Angeles, ‘Little Bastard’ mysteriously vanished without a trace. ItAfter the crash, a close friend of Dean’s, legendary has not been seen since though some claim to haveHot Rod Customizer George Barris, who later seen ghostly sightings of the car on the road wheremade the famous Bat Mobile, bought the car James Dean was killed.for $2,500 intending to use it for spare parts.Unfortunately, it slipped off its trailer and broke a Adding fuel to the legend, it is said that bothmechanic’s leg. After that happened, Barris George Barris and Dean’s good friend actor,decided to sell the engine and drive-train to two Alec Guinness, both told him not to buy the cardifferent physicians, Troy McHenry and William and actually tried to talk him into getting rid ofEschrid. While racing the car with the James it. However, Dean wasn’t about to do that as heDean engine, McHenry was killed instantly when loved the Porsche dearly. James Dean is buriedhe lost control of his car and crashed into a tree. in Fairmount’s Park Cemetery. He has such a cultWilliam Eschrid, who bought the transmission, was following that after his death, his tombstone hasseriously injured when his vehicle flipped going been stolen three times; the last time was in Julyinto a curve. Consequently, the Curse of Little of 1998.Bastard begins. Hence goes the story, of the death of James DeanGeorge Barris later sold two tires that had and the ‘Curse of Little Bastard.’survived James Dean’s accident. Both blew upsimultaneously and caused their buyer’s car to go www.davidlewis.comoff the road. In a totally separate incident, twoyoung thieves were injured while attempting tosteal parts from the Little Bastard. One thief, whowas trying to take the steering wheel, had his armripped open on a piece of jagged metal. Later,another man was injured while trying to steal thebloodstained front seat. After those incidents,Barris decided to put the car in storage, but he waspersuaded by the California Highway Patrol to letthem use the wrecked car for a highway safetyexhibit instead.14 Dealership OverDrive

Visit us online at: www.davidlewis.comDavid Lewis & Associates, Inc. (DLA) was founded in 1986 as a Training, Software and Consulting firmcatering to the automotive industry. DLA’s position as an industry leader was affirmed in 1995with carefully structured training programs and software for Finance and Insurance, SecondaryFinance and Sales Departments in Automobile Dealerships.DLA has extensive experience in all types of dealerships including both Foreign and Domesticand include single point franchises to large Dealer groups. DLA is also the developer and providerof the Auto Systems suite of software, which includes modules for CRM, Desking, F&I andSecondary Finance.We currently operate a 9,000 square foot Automotive Training Center located in King of Prussia, PA.This Center provides Training courses for entry level students to experienced advanced students,along with Management courses for Sales & Service. DLA offers an Online Training Program with over1,200 videos and our In-Dealership Sales Training Program includes all aspects of the DLA concepts.All of our Trainers are DLA certified and have been recognized as experts in the Automotive Industry.David has been rated one of the top 5 speakers at the 2012 NADA Convention in Las Vegas and the2013 NADA Convention in Orlando, Florida. DLA Philadelphia Training Center 800.374.3314500 North Gulph Road • Suite 450 • King of Prussia, PA 19406www.davidlewis.com Dealership OverDrive 15

TTAhhtteeroibr16 Dealership OverDrive www.davidlewis.com

All of us who interact with others make conscious and subconscious decisions for how we will respond to the people and things around us. The Attribution Theory is based on the concept that people understand their surroundings by what they conclude is the cause and effect of specific happenings or experiences. Each person observes a behavior or experience and tries to understand what caused it before deciding how they will adjust or explain their behavior accordingly.b ll of this plays a very important role in how we respond to those around conversation is helpful and shows genuine interest in their needs, they will respond by Aus and what actions or behaviors we lowering their defensive shield. attribute those responses to. For instance, in a This is the same whether we work in Sales sales situation where the Customer reacts to our and Management or in the Service or Parts Departments. Everyone working in your utionprocess with an objection, how we perceive their Dealership should be taught the value of being objection and its meaning will define how we unique and inspiring to those who come to you react and respond to them. This becomes very for their driving needs. Today’s Customers important in our ability to release the defensivenessdemand respect and integrity or they will go and uneasiness of customers in order to develop elsewhere to do business. This is why we teach an effective dialogue from which we can proceed. non-threatening and no-pressure selling. By being unique and inspiring, and always doing your best This is also where a well-structured sales process to understand your Customers, you can eliminate comes in. We are not subject to spontaneous yreactions and attitudes when we have a course that we follow with every Customer. We learn what the natural defensiveness that most people have works best and practice it on a continuous basis. when it comes to shopping at a car Dealership. All of us have heard of the ‘Golden Rule’ which Understanding The Attribution Theory can says, “Do unto others as you would have them help you learn how to modify your negative do unto you.” How this plays out in our daily behaviors and turn them into your advantage. business in the retail automotive industry is not No one likes someone who is arrogant or talked about that often. The way we talk to our sarcastic all of the time and there is no place for Customers and the attitudes with which we treat that attitude in business. Often car Sales and them will definitely affect their desire to work Service people are guilty of projecting a know-it-all with us and trust us. If we use pressure and treat attitude which offends Customers. Those who them disrespectfully, they will become defensive want to become real professionals understand that and uncooperative. Likewise, if we treat showing an attitude of gratitude is the key to success. them with understanding and respect, and our Customers are our only source of income and www.davidlewis.com Dealership OverDrive 17

The Attribution Theory, continued your chances of finding a positive solution.when we acknowledge that, we can learn the value A proper understanding of the Attribution Theorythat The Attribution Theory brings to our business. and how it affects your daily attitudes and actions is important if you expect to reach your highestThere are two types of Attribution Theories and level of success and grow a loyal and satisfiedboth play a big part in how we deal with others Customer base. You may sell someone a car onceand how they respond to us. We will either using pressure and control, but if that’s how youmake excuses for our actions and attitudes or we normally work, you probably won’t sell them again.will recognize how they are affecting the other You may also sell someone a huge repair job orperson and make the necessary changes for service by utilizing fear and intimidation, but willdeveloping better communication skills and they return in the future for more? I think not!actions. The responses and actions we displaywill have a great affect on our Customers andunless we are aware of them, they will beperceived as personality traits by those around us.In our business, the Customer has little to loseif they don’t get it right, but if we fail to carryourselves well and identify how to correctlyrespond to others, it will hinder our relationshipsand reduce our ability to be truly successful. Ifyou avoid making excuses and taking the heatfor things the Customer feels were not properlyhandled and instead, place yourself in a betterlight with them you will consistently increase18 Dealership OverDrive www.davidlewis.com

WvIsN.NLEoRsSers This article was taken by David Lewis’ latest book, ‘Winners versus Losers’.Napoleon Hill came from a small town over 20 million copies. It continues to sell to this in the mountains of Southwest Virginia day and Napoleon Hill is considered one of the great where he was born in a one room cabin. pioneers in the philosophy of achievementHe lost his mother at the young age of nine and success.and later he became a reporter and writer fornewspapers in small mountain towns. Hill There is one truth that all of us must understandeventually used his earnings to enter Law School, on the road to success and that is, no one canbut soon dropped out because of a lack of finances. influence you more in your quest for success than you. It is you who will determine whetherDuring one of his assignments, Hill was you achieve the goals and aspirations you haveinvited to interview Andrew Carnegie, the great for your life or whether you will fall short ofindustrialist and philanthropist and founder your dreams and settle for less than you desire.of US Steel Corporation. This was to be the You must come to realize one important truthturning point in his life after which Carnegie then about success; “If it is to be, it is up to me.”introduced him to some of the most successfulbusiness people in the world so that he could While on his own journey toward success,WINNERS say: “If it is to be, it is up to me” LOSERS say: “It is what it is”learn their success secrets and offer them to the Napoleon Hill became a pioneer of a new way ofworld through his writing. thinking. He recognized that throughout history, certain men and women have stood out fromFew have understood and defined the principles the rest of society by how much they believedof success more forcefully than Napoleon Hill. in themselves, their dreams and what they wereHis book, ‘Think and Grow Rich’ is the most willing to do to achieve them. He learned andwidely read book on personal prosperity ever eventually taught that our minds have the powerwritten. Hill penned the words that have guided to shape our destiny if we will determine what wesome of the most successful men and women want and practice a consistent method of thinkingin our time to great triumphs saying, “You are and acting, as well as letting our goals guide usthe master of your destiny. You can influence, towards our dreams to achieve.direct and control your own environment. Youcan make your life what you want it to be.” First, it is important to settle something in yourBy the time of his death in 1970, the book had sold heart. Success is good and it is what you arewww.davidlewis.com Dealership OverDrive 19

Winners and Losers, continued if you believe you can succeed and are resolute in your determination to do so, thenmeant to have in this life. You were neither you will have that power to make it happen.created to fail nor were you granted the right toa success that you do not earn. Whatever your There is no better time than now to start believingbeliefs are about life, it is certain that the in you. We are on this journey of discoveryoutcome you experience will be determined by together and let me say right from the start thathow you act on what you believe. Do be certain I believe in you. Nevertheless, do recognizeof this one thing: you will act on what you believe. that what I believe does not matter if you doIf you truly believe in something you will act on not believe in yourself. This is a sure fire wayit. This is the evidence that you do, in fact, truly to hinder your ability to change and grow andbelieve it. create the defeatist attitude of ‘it is what it is.’Winners believe that the outcome of life is What Napoleon Hill learned from his experience ofdetermined by how much they put into it and meeting Carnegie and other great business leadershow much they believe in their ability to achieve was that whatever your mind can conceive, you cantheir goals and aspirations. Losers say that achieve as well, if you truly want to. This first lessonwhatever will be is already determined and if on the road to success will become invaluable asthey were meant to succeed they will, but if you continue on in search of your goals and dreams.they were meant to fail, nothing they can do willmake a difference when all is said and done. Furthermore, always remember, there is no greater force on earth for achieving your goals in lifeIf you believe your life is pre-determined for than the power of YOU.mediocrity and failure and you have no intentionof giving up on this belief, you may as wellquit now and not waste your time. However, The most recognized automotive social network in the world.20 Dealership OverDrive Check out David’s videos and blog postings! www.dealerelite.net www.davidlewis.com

ASerrveiceHuBrutisnWingaeYistoesur?rsUnlike the popular hamburger restaurants and the Technician. Years ago, Mechanics who hang a sign saying “In Sight It Must understood this and would often post a similar sign Be Right,” work done in the service behind the cash register. With today’s averagedepartment within view of the Consumer can prices ranging closer to $100 per hour, the humorbe a stressful experience for both the Customer would probably be lost on most Customers.www.davidlewis.com Dealership OverDrive 21

Are Service Waiters Hurting Your Business?, continued The price for a gallonon the best way to handle waiting Customers. of gas in 1955.First of all, Customers in the waiting room shouldWith most manufacturers encouraging Dealerships only be those who are having express maintenanceto incorporate service lounges into their waiting done. It’s best to give other Customers optionsareas, this all too often means Customers are able like a shuttle service, loaner car, and in someto observe their work being done through a large cases, where the wait could be extensive, a rentalwindow looking into the shop. Though this may car should even be considered. If the Serviceseem like a good idea at first, it can certainly put Advisor checks with the Customers insuranceadditional stress on Customers who are watching company or service contract vendor, they mayanxiously from the lounge wondering what is find that they are covered for a rental car in thisbeing done to their car. With today’s vehicles being type of situation. This can give considerableso highly computerized, much of the Technicians comfort to the Customer and to the Servicework is done standing in front of a large digital Advisor who is less stressed and not feeling soanalyzer that gives a computer readout on the rushed. When it is handled this way, closingcondition of the vehicle. Although this is actually ratios are definitely improved and it can definitelythe fastest way to find a problem, to the Customer make the workflow better for the Customer andit may look like the Technician is just wasting for the service department as well.precious time at their expense. With gasoline prices dropping substantiallyWhat the Customer doesn’t know is that the right now, service departments may see a lot ofMechanic may be online looking for outstanding Customers coming in to have work done which theyrecalls, TSB’s, bulletins or the work order while have delayed because of the economy. This couldfilling out a multipoint inspection report. With bring a lot more work into your shop, as well as,the Customers blood pressure nearly reaching additional pressures that fit what I have describedstroke levels, the Service Advisor will walk in to here. If there is a way to make adjustments in theexplain what the Technician has recommended. way you handle waiting Customers, now might beThe car may need a transmission service, a cooling a good time to think about doing that. You maysystem flush or perhaps there is an electrical find that though your shop is experiencing moreproblem and their ECM needs to be replaced. All business, by eliminating the problem of waitingthe Customer knows is that the technician never Customers, you reduce the stress levels on yourlooked under the hood or got underneath the staff and make the service department morevehicle to look at the transmission. Their negativeperception is driven by the fact that, as far as they 23centsefficient and more profitable at the same time.could see, the technician didn’t really do anythingat all except play with the big electronic machine. www.davidlewis.comThough this may seem a bit of a stretch, if you readthis issue’s article on ‘The Attribution Theory,’you can clearly see how it can play out in thisscenario. Actual studies show that you start losinga 15% sales opportunity for every 15 minutes theCustomer spends in the lounge. That puts a lotof doubt on the true value of Customer visibilitywhen it comes to seeing the work being doneto their vehicle. It also makes it a bit easier tounderstand what Mechanics seem to believe whenthey put up the sign behind the cashier statinglabor rates for people watching them work.Thankfully, those same studies shed a little light22 Dealership OverDrive

WIhnastpiisrational Selling?The world has changed a lot since Henry the listener and leaves them in awe. However, Ford first started selling his Model-T in the that is not what I mean by the term ‘Inspirational open marketplace. His dream was to see Selling.’ With more than 30 years in the retailevery family in America owning their own car and automotive business, I’ve learned there’s a greatit didn’t take long before it was off and running. difference between selling and telling. If all youOut of that vision arose the need for Dealerships in have to offer is a slick sales pitch and a few tricksevery town, and Salespeople in every Dealership. that have worked for you in the past, you are the perfect candidate for our ‘Inspirational SalesFor much of the 20th Century, the car Salesman Training.’ Today’s informed Customers knowwas often depicted as a fast talking shyster who that they have a lot of options and they will gocould sell ice cubes to Eskimos if that’s what it elsewhere to shop if you try to control ortook to make a buck. Many of them truly believed pressure them about how they spend their hardthat their gift of gab was all it took to do their job earned money.and Customers were often viewed as someonethey had to outwit in order to move inventory and Inspirational Selling is rooted in my belief thatmake a good commission. It didn’t take much without Customers buying our vehicles, theretime before sales training methods pitted the would be no need for Dealerships or SalespeopleSalesperson in a duel with the Customer to see and that those Customers have a right to be treatedwho would win. Some Managers and trainers even with respect and integrity if we want to earn theirtaught that ‘buyers were liars’ and that you had business and keep them as loyal Patrons. Today’sto get them before they got you. This was often car buyers come to our Dealerships with a lot ofaccomplished by the use of pressure tactics and suspicion and defensiveness that they learned fromintimidation that quickly put the car Salesperson us. If you want to sell them a car you have to earnnear the bottom of the list of people to be trusted the right to do so first. They know what to expectand respected. when they come to your Dealership and if you try to control them and get them to do what you want,No doubt there is something to be said about having you will soon see them drive away and go to yourthe ability to spin a good sales pitch that captivates competition to make their purchase.www.davidlewis.com Dealership OverDrive 23

What Is Inspirational Selling?, continued members and their neighbors and their friends and other business people they know. Their goal isIndustry research has shown us that today’s buyers to become the ‘go to person’ for all of theiraren’t just looking for a car. They want a Customers transportation needs and they workprofessional Salesperson who is unique and hard to earn the right to be just that. Inspirationalinspiring and doesn’t sound like every other Salespeople don’t see their buyers as liars, butSalesperson they have spoken with. They want to as friends who help them accomplish their ownknow they are doing business with a Dealership personal goals by being faithful business clientsthat will be there for them throughout their entire who come to them when it’s time to buy a car.ownership experience. When they find these thingsand the vehicle that meets their wants and needs, Over and over, in Dealerships across Northprice takes a back seat and they don’t mind paying America, Inspirational Sales Techniques have beenmore to get the care and service they really desire. proven to equip Salespeople and Managers with the tools to treat their Customers in the way they wantInspirational Selling is about catching your to be treated. Those who use them earn higherCustomer pleasantly off guard by doing things grosses, make more commissions and producethey don’t expect and putting their goals ahead of bigger profits for themselves and their Dealershipyour own. It’s about working within their buying month after month and year after year. Theytimeline and not trying to push them to make a deal learn how to set goals and how to achieve them totoday just so you can put another sale on the board. advance their own careers. They distinguishThe inspiring Salesperson listens more than they themselves from the competition in ways thattalk and when they do talk, it’s to say something make them irresistible to their valued Customers.or ask a question that will help them facilitate theirCustomer. They don’t use Pressure Statements or The future looks bright for retail automotive salesTrial Closes to push the Customer to make a deal since many Dealerships are looking forward tobefore they are ready and they are not afraid to let another great year that goes beyond even thatthe Customer control their own buying decision or which they achieved in 2014. The best way to getwait to ask for the sale until they have earned the your share of that is to meet the Customers whereright to do so. they are. If you haven’t taken any of our Sales and Management Training courses yet, now is the timeAn Inspirational Salesperson is not looking to just to do so. If you have, then I am confident you aresell a car. He or she wants to earn a Customer realizing the results that have continued to makefor life. They want to sell them this vehicle and you a Superstar.the one after that and every one that they buy inthe future. They want to sell a car to their family www.davidlewis.com24

If you have ever wondered why Service business go elsewhere. Over the years, many Customers seem so apprehensive when Dealerships have taken their Service Customers they come to your Dealership, you may be for granted and have treated them poorlyexperiencing the residual emotions left over from leaving them to wonder why they came there whena previous service experience. With the average they need their car serviced. True, many modernhourly repair rates running close to a hundred Dealerships have added nice Customer loungesdollars and a general suspicion that they will be and coffee areas where people can relax whilesold parts and services that they don’t really need, waiting for their car to be fixed, however, that doessome Customers might be hearing voices in their not compensate for the fear and defensiveness ahead saying, “Just because you’re paranoid it Customer feels when they are not being treated indoesn’t mean they’re not out to get you.” a fair and honest manner.It seems that whenever the world is looking for Fear of being cheated is the number one reasona group of people to mistrust, their first choice that Customers become defensive when coming inis politicians with car Salespeople and car repair for service or maintenance. Most people in Northmechanics running not too far behind. For some America depend so much on their vehicles forreason, a Dealership’s Service Department usually everyday life and know they need to take good careget a lot more negative reviews than the of them with regular maintenance. However, thisSecondary repair shops. Bad news travels faster can also make them feel vulnerable of being takenthan good and that could be why there is currently an advantage of by the Service Department. Womenaverage of 124 independent or franchised tend to feel especially vulnerable since most ofrepair shops within a 10 mile radius of most new them do not know a lot about the workings of acar Dealerships. They are getting their Customers vehicle and can be easily mislead.from somewhere and there is a reason they aregoing there instead of coming to your place. Perception is reality and there is a general public perception that Dealerships charge a lotIn truth, we can blame ourselves for letting our more for parts and services than other shops.www.davidlewis.com Dealership OverDrive 25

Why Are Service Customers So Defensive?, continued Customers can get very upset if their service or repair was not done right and they have to bringEven though recent studies have shown this is their vehicle back again. This can, of course,not necessarily true, the negative perception is make them very defensive, especially if they arestill out there. Some do not always understand the not given a good explanation that is reasonablerange of services that are handled by a Dealership and their work is not completed the way it shouldthat are not covered in smaller shops. If have been. When service customers have a badDealerships carry only O.E.M. parts, the cost will experience, it is easy for them to develop anaturally, be higher than those in the aftermarket. negative attitude and become defensive. If they attribute the problem to something the techniciansSome service Customers are defensive because did wrong or failed to do, it could easily turn intothey do not think Service Advisors should get a negative perception against the Dealership aspaid on a commission basis. To them, this means a whole.they will probably try to sell them additional partsand services if they can in order to raise their own The real question is not, Why are servicecommissions higher. Of course, up-selling is an Customers so defensive? The real question isimportant part of the Service Advisors job, but what can we do to reverse that trend? Dealershipsdoing so just to make the bill higher and their that make the effort will find out that it is wellpaychecks bigger is a practice that can only be worth it in the end when their profits start risingconsidered dishonest, or at least presumptuous. It and the public perception starts bringing in newmay be that they are trying to sell a service or part that Customers; ones who are not sitting in the Servicecould genuinely benefit the Customer. However, Lounge worrying about getting a big surpriseif it is not connected to the reason that brought when they get the bill for the work that was done.them in, the Service Advisor should let them knowthat and not just assume they can do work that wasnot asked for or required.26 Dealership OverDrive www.davidlewis.com

www.davidlewis.com In September of 2014, Bruce Low attended our 5-Day Entry Level Sales Training Course at our training facility in Philadelphia. Subsequently, he went on to sell 102 cars in his first 100 days on the job. Recently, we spoke with Bruce about this remarkable achievement and asked if he could share his success with our readers and talk about how inspirational selling has worked for him. 27

Bruce Low interview, continuedDLA – Bruce, we really appreciate your willingness to do this interview with us for our firstissue of the new DLA Magazine, Dealership Overdrive. For anyone in car sales, let alonesomeone who has never been in automotive sales before, this is a remarkable achievement.Can you tell us what kind of career you had before entering the car business?BL – Yes, but first I want to thank you for letting me share my experience with your readers. Beforeentering the auto industry, I owned and operated Nextel Retail Stores, as well as a moderately-sizedgeneral contracting company.DLA - It sounds like you were pretty busy with what you were previously doing. What is it thatcompelled you to enter the car business?BL - I had been told numerous times that I would make a great car salesman. One day I decided to giveit a go. And so far, so good!DLA – There is no doubt about that. You are doing remarkably well for someone just getting started inthis business. The Dealership that hired you sent you to attend the ‘5 day Entry Level Sales Class’ at ourPhiladelphia Training Center. What did you like most about that class?BL - There were numerous things I liked about the training. First and foremost, I really appreciatedhow the open dialogue was conducted. We were permitted to speak in a very candid manner and dida lot of role-playing with the other students. The information and process that was presented, wasdesigned to set a client at ease and relax their defensiveness. That is priceless for someone in thisbusiness! Another key factor was our Trainer; he really did a great job training us on how to absorbthe material and how to apply it once we got back to the Dealership.DLA - What would you say is the key to your great success so far?BL - First of all, let me say that I was properly trained. As someone who has never been in thebusiness before, I was a bit skeptical and wondered if I would be as successful doing this as I am.However, with every client, I follow the same process that I learned at the Training Center. Myimmediate goal is not to sell them a car; it is to find a common ground of comfort with my Customers.I want the client to like and trust me. In order for that to happen, they have to be calm and lower theirdefenses enough to recognize that I am honest and genuine.DLA - What are your goals for 2015? Do you already have them planned out to your satisfaction?BL - My primary goal for 2015 is to continue to get better at what I do. I WANT TO BE THE BEST!Aside from that, I have my eyes set on 400 units this year! If I can do that I feel I will be headed in theright direction.DLA – And are you on pace to reach that goal?BL - I am currently on pace, but we still have a lot of year left! A lot of things can happen between nowand the end of the year, but I feel confident that I have a clear objective and a great plan for reaching mygoals along the way.DLA - Bruce, there is probably someone reading this right now that is new to this business and28 Dealership OverDrive www.davidlewis.com

Bruce Low interview, continuedwondering how they can build a solid career. If you could give one piece of advice to a new Salespersonentering the car business, what would it be?BL - Stay at one Dealership. The grass is never greener on the other side in spite of what some peoplesay. Also, always be honest with your clients! That alone will set you apart from your competition mostof the time.DLA - Do you plan to attend any more classes at the DLA Training Center? If so, what do you think youneed to do since you’re already knocking it out of the park?BL - Yes, I really hope to do that. Remember, everything I have accomplished so far came from what Ilearned in the Entry Level Sales Training Course. Training plays a big role in getting better and raisingthe level of your skills. As I stated earlier, I WANT TO BE THE BEST!DLA - What are your long term aspirations for your Automotive Career?BL - Everybody wants to be the one running the show. I have been there, so I understand theresponsibility it takes to do that. I would say that initially I aspire to do 500 cars a year consistently.Beyond that, I would not mind becoming a GM at some point in time.DLA - This is probably a little premature since you have really only been doing this for a few months,but what do you like most about your new profession in the car business?BL – I think the thing I really like most is that every day is like a new job! I never get bored! Meetingnew people each day, going through the process and getting to hear their stories is the part that I reallylove. It is truly amazing to have this much exposure to new people every day!DLA – I know you were busy in the classes when you were there learning the business, but is theresomething you would like to see at the DLA Training Center that is not there at the present time?Are there any additional courses you would like to see that might enhance the learning experiencefor our students?BL - If I were to add one thing to the training center it would be a virtual sales experience. I would liketo see an actual 3-D Booth that places the Salesperson in different scenarios and really challenges themin a simulated live environment.DLA - That actually sounds like a great idea, I think DLA should explore that concept. Would you bewilling to consult with us from a Salesperson’s point of view to create that added training element?BL – Of course I would. I would be honored.DLA - That’s fantastic. We really appreciate all your kind words and are so happy about how our train-ing has helped you. Could you describe the Training Center in just a few sentences for those who arethinking about attending our Training Center in the future?BL - The DLA Training Center is truly amazing! I absolutely love the entire setup; from the billiards, tothe video games, the food and the relaxing atmosphere where you can sit and take a break in betweenwww.davidlewis.com Dealership OverDrive 29

Bruce Low interview, continuedclasses! But most importantly, the informationbeing taught and the instructors delivering it aretop-notch in my book.DLA - Thanks you Bruce for taking the time toshare your experience with our readers. We areall cheering for you that you reach the goals youhave set for yourself this year.BL – You are very welcome. Thanks forthe opportunity.Bruce only represents a small sample of the greatsuccess stories out there. The thing that madehim stick out to us so much was his constantstatements in class that he would reach that goalof 100 cars in his first 100 days. To most, thatgoal is a great dream, but a reality that manywould have seen hard to reach. He had a desire,developed a game plan and stuck to it. That iswhat makes his success story so exciting.If you know of someone who represents thesame element of ambition, drive and successthen please let us know. You can email us theirstory at [email protected] Dealership OverDrive www.davidlewis.com

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Lights,Camera,Information.CDomLinAg in June! LIVE • LIVE VIDEO INTERACTION • DAILY WEBINAR • OPEN FORUM DISCUSSIONS • SPECIAL GUESTS • INCLUDED WITH DLA ONLINE • INDIVIDUAL WEBINAR RATES AVAILABLE800-374-3314Visit us at: www.davidlewis.com