15 JUNE Final pages

Publisher’s Note Dealership TM This is our third issue of the A David Lewis & Associates Publication new DLA Dealership Overdrive Magazine and we are very excited JUNE 2015 about the responses we are getting from our readers. With all of the exciting PUBLISHER things that are happening in the retail David Lewis automotive business, 2015 is shaping up to be a great year already and we want [email protected] to make sure we do everything we can to add to the excitement and success of GRAPHIC COORDINATORthe Dealerships that use our products and services. Brian SmithOne of the exciting things we have done this year is add to our TrainingPrograms some extensive course for Service Advisors and Service [email protected]. This has become an important addition to our lineupand if you are involved with the Service Department in any capacity, SALES DIRECTORyou will want to read the Article in this edition on ‘How to Deal Mary Mannellawith Elderly Service Customers’. Customer Service is absolutelycritical today and in the Service Department, it is essential [email protected] learn how to help the Senior Citizens who come to us looking formaintenance and care for their vehicles. TRAINING LIAISONWe are also very excited to announce our DLA Live program that we Priscilla Youngbelieve will change the face of how training is done in this business.This is a two-part program designed to enhance our existing system [email protected] live interactive programming presented daily by DLA CertifiedTrainers and will include interactive audience participation. These CIRCULATION / SUBSCRIPTIONSprograms will take place on our website every Monday through Jennifer PotterFriday between the hours of 10 AM and 12 noon, Eastern StandardTime. Each show will be presented live where the Trainers will talk [email protected] various subjects which viewers can watch online and cancall in with their questions and participate in the discussion. MEDIA LIAISONPart II of DLA Live, will provide our students with access to our Molly ParkTrainers from 9 AM to 5 PM. Directly from the DLA Online videoscreen they will be able click a button and have the Trainer appear [email protected] in front of them for ongoing training and support. If the studentdoes not mind others joining in on the conversation an immediate CONTRIBUTING WRITERSmessage will be sent over Social Media and the DLA network Dino DeLucathat a specific conversation is in progress and that they can jointhe conversation. [email protected] Online and DLA Live promise to revolutionize training inthe retail automotive industry and empower our students with Ben Jenkinsimmediate assistance through these live solution-based Q&Asessions moderated by Certified DLA Training Trainers. [email protected] 1986, our goal has not changed, and that is to provide the besttraining possible. Becky NixonDavid Lewis [email protected], David Lewis & Associates, Inc. Brian Sherman2 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 Losing Gross: The Deadly Question 7 Who Is Training Your Staff, Part I 10 The Importance of Being a Leader Part 2 - The Ability to Influence Others 12 Fixed Ops: Keeping Our Senior Service Customers Loyal 14 Steve McQueen’s BULLITT Mustang 16 Understanding Social Media for Salespeople 21 Does Your BDC Sound Like Everyone Else’s BDC? 24 Winners vs. Losers - Winners Say... 26 Do You Have To Outrun the Grizzly Bear? 28 News from the DLA Philadelphia Training CenterKick Start Your WorkWeek with David Lewis’Monday MorningSales MeetingSign Up For Free atwww.davidlewis.comwww.davidlewis.com Dealership OverDrive 3

Losing GrosThe DeadQuestionIf there is anything that leaves a bad taste in the Customer says the price is too high and the the mouth of a car Salesperson, it is realizing Salesperson responds with that deadly question, that they asked the wrong questions that “What price did you have in mind?”, Once thatunnecessarily cost them gross in the deal. It takes place the Salesperson is no longer selling thehappens far too often and can usually be features and benefits of the vehicle, themselves orattributed to failing to use a structured sales the Dealership. From then on they are selling oneprocess, and pushing too hard to rush a Customer thing and one thing only: the lowest price.toward the close. This is especially true today whenCustomers are so familiar with the strategies and This only gets worse. As now that the questionmethods that have caused buyers to be looking out of, “What price did you have in mind?” has beenfor things like Trial Closes and Pressure Questions asked by the Salesperson, the Customers responseand Statements geared to push them into making is never a good one. The Salesperson has just tolda premature decision before they are ready. In the the Customer the monthly payment with $1000high stakes game of car sales, showing your hand down is $350 per month. They have then askedtoo early can certainly be a very costly mistake. the Customer to purchase the car and the Customer states, “That payment is too high.” So what doesThough there are certainly many things that can the Salesperson state?cause money to be left on the table, there is onescenario in particular that almost always ends up They state what they have been trained to dostripping the gross out of the deal. That is when and say. Most are trained to get an offer. Get a4 Dealership OverDrive www.davidlewis.com

ss dlyncommitment! So, that is exactly what they do The problem is the clear fact that most do notand ask, “What price did you have in mind?” know how to successfully overcome the mostNow, the Customer responds with a figure. For basic of objections. Our process believes thatdemonstration purposes let’s say that figure is now it is all about price. Get a commitment, get a$250 per month. So what does the Salesperson do commitment, get a commitment. Now, doesor state next? this process work sometimes? Of course it does, everything works sometimes.Again, what they have been trained to say,which is, “If we could sell you the car for Let’s learn and teach our staff how to overcomethat price would you buy it?” Of course the the objection and not lower the price. TheCustomer states Yes! Now with that ridiculous answer is not to switch cars. The Customer lovescommitment, the Salesperson heads over to the the car, they just want to be able to justify theSales Manager to tell him or her that they just price in their mind.got an offer of $4,000 under invoice. Are we justfools or do we really think this works? The ironic part of this is that this scenario is the most common one. Most Customers state theAll this process did was give up all the gross and price is too high. So why not prepare ourselveshand total control of the negotiating over to the with a better response? If you do not knowCustomer. Did we successfully overcome their the correct response, then let us help you, becauseobjection? Of course not! we do have a response that works very well.www.davidlewis.com Dealership OverDrive 5

WHO WE TRAIN:How Driven Are You? AVAILABLE MULTI-DAY COURSES AT OUR TRAINING CENTER OR IN YOUR DEALERSHIPPlease Call SALESPEOPLE800-374-3314 ext. 215 SALES MANAGERSOr visit us online at: F&I MANAGERSwww.davidlewis.com INTERNET/BDC MANAGERS 6 Dealership OverDrive INTERNET/BDC STAFF SECONDARY FINANCE MANAGERS SERVICE ADVISORS SERVICE MANAGERS PARTS MANAGERS BODY SHOP MANAGERS www.davidlewis.com

Part 1WHO ISTRAININGYOUR STAFF?Very few industries stick to their standard practices as faithfully as the retail automotive business does. In many Dealerships, they have done things a certain wayfor so long it is hard for them to break from those traditions.One area most affected by this is the training of sales staff.The car business has for a long time depended primarily ontheir own Managers and experienced sales members to trainnew Salespeople and, depending on which methods they use,they continue in that way even today.This may have worked well in the past when most taking advantage of new and proven trainingtowns only had one or two Dealers representing methods that are designed to get new Salespeoplethe various manufacturers, but in today’s highly on the ground running and to empower experiencedcompetitive automobile market, savvy Dealers are Salespeople with new skills designed for workingwww.davidlewis.com Continued on next page Dealership OverDrive 7

Who Is Training Your Staff?, Part 1, continued their wing and give them solid stuff that will get them going in the right direction. That doesn’twith today’s highly informed buyers. usually work well as the old timer sees them as competition and why should they give their bestOne method has been for the Sales Manager to stuff that they have worked so hard to develop todo daily 15-20 minute training sessions right in someone who will eventually get sales that couldthe Dealership. These are designed to equip new have been theirs?Salespeople with the basics of car sales and usuallywill center on the techniques the Manager used Maybe you have a mentoring system in yourif and when they themselves were a Salesperson. Dealership that fits into one of these practicesOthers will create a ‘Buddy System’ with a more for getting new Salespeople up to par. Someexperienced Salesperson who will be assigned Managers may even ask a mid-level producer toto the novice to help them get off to a good start. help in this way, but that only hinders them fromThis not only has limited potential, but it puts the reaching higher levels in their own production,other Salesperson in a place of responsibility that so who wants to do that? Why would you want atakes them off the sales floor when they could be mid to lower level producer training someoneserving Customers themselves and making money. anyway? If I were a new Salesperson, I would only want to mentor with the best. Using staff members to bring new employees into the fold and teach them the tricks of the trade is an outdated method that had its day, but it is not the best way to create high producers and it never was. Our 5-Day Sales Training program for new beginners gets a new Salesperson up to speed with the right process for dealing with today’s informed and demanding Customers. They learn to utilize a proven structured sales process that inspires their Customers and makes them stand out from the competition by being unique and different from what shoppers would normally expect. After this training, they return to the Dealership ready to hit the ground running with their first Meet & Greet and are thoroughly prepared to start selling immediately. Our Advanced Sales Training Programs teach already experienced Salespeople how to advance their skills to the next level by using Customer focused techniques that will increase their productivity and give them a whole new approach to this business.Some Dealerships expect the old timers who have In our next issue of Dealership Overdrive, I willa lot of proven success to take the new hires under share with you a great technique for training your team or yourself. This process that will make everyone extremely proficient and successful.8 Dealership OverDrive www.davidlewis.com

www.davidlewis.com Dealership OverDrive 9

The Importance LoEf BAeDinEgRa Part 2 - The Ability to Influence OthersIn last month’s issue of ‘Dealership Overdrive,’ in such a way that it produces change and growth in I wrote about the importance of being other people. a Leader and mentioned the Five Essentialsof Leadership. In Part 2 of this series, the first Without change, there is no growth and withoutpart ‘Essential’ of Leadership is ‘The Ability to growth, things stagnate and eventually goInfluence Others.’ backwards. A Leader makes sure that doesn’t happen by the influence they bring to the situation.In the introduction last month, I referenced my They are idea people who stimulate and motivatebook ‘The Leadership Factor’ in which I write others to reach higher and accomplish more. Theyabout the Five Essentials of Leadership. The first lead by example and not just with words or force.essential is that true Leaders possess the ability They work with their team members, rather thanto influence others though their words and standing on the side issuing commands. This kindactions. This separates leaders from others, not of a Leader will always motivate others tojust in the fact that they influence others, but how follow in their wake and reach for higher goalsthey use their influence to help and guide those and achievements.around them, rather than to just benefit themselves.We all have someone who is influenced by us in We are all influenced by the people we associatesome way, but a Leader wields his or her influence with and the things we allow to come into our10 Dealership OverDrive www.davidlewis.com

Part 2 - The Importance of Being a LEADER, continued that they have the power to implement change and it becomes a vital part of their personal goalsminds. Each of us ultimately reflects the mindset and work ethic. A Manager who keeps himself orand behaviors of those we are exposed to on a herself isolated from their workers may notregular basis. Eventually, we will change them realize how much that affects the outcome of theor they will change us. The way we think and act bottom line. Those who work closely with theiris often developed through our associations and subordinates and inspire them by their Leadershipespecially those closest to us like our peers and will always produce better results in bothour family and friends. production and profits.A good example of this can be seen at any business A Dealership that operates under this kind ofwhere people work closely with the public. You Leadership is a tremendous environment forhave probably been to a fast food restaurant or a success. The atmosphere is filled with challengestore of some sort where the workers lack normal and opportunity and the employees are motivatedsocial skills and carry themselves in such a way to accomplish their goals and increase theirthat their language and attitudes are inappropriate productivity. They don’t sit around and wait forfor dealing with the public. What you are really things to happen, they make them happen by theirseeing is a lack of Leadership. Put a strong Leader drive to succeed. This also affects the Customersin charge of the same environment and you would who come into the Dealership. They are excitedsee a dramatic turn-around in no time at all. Either because the environment is filled with positivetheir attitudes and actions would change or they thinking. They can sense a difference betweenwould find themselves in the unemployment line. this and other Dealerships and their expectations for finding what they are looking for are greatlyA Leader knows this and they take care to impacted as well.demonstrate their commitment to personaldevelopment so that those around them are In our next issue, I will talk about the secondmotivated by their example. You don’t have to tell aspect of Leadership and that is how Leadershipsomeone to follow a true Leader. They attract others is a Verb and not a Noun.to themselves because of the way they carrythemselves and the way they produce results inwhat they do. Everyone wants to be a winner inlife, but some never get exposed toreal Leadership and theyfall into the trap of a poorgroup mentality. All ittakes to change that is aLeader who cares enoughto show them a better way.Leaders implement change Dealership OverDrive 11because they cannot standto fail. They are not afraidto fail because they knowthat they can learn somethingvaluable from every failure.Leaders don’t accept failureas a way of life for themselvesor for those around them,especially those who are undertheir supervision. They knowwww.davidlewis.com

FIXED OPSKeeping OurSenior ServiceCustomers LoyalIn Service, some of your best Customers will you show them and the appreciation you have be the senior citizens that come to your for their business. You must be patient and very Dealership looking for help. Tom Brokaw clear when explaining the things that you will bein his book, called them “The Greatest doing to their car. Refrain from using terminologyGeneration.” But, let’s not disregard the upper that they might not understand, such as “wirelessspectrum of the Baby Boomers born at the end control modules” and “timing belts.” Remember,of World War II. Historian Landon James wrote they might have difficulty understanding thingsalmost exactly nine months after World War II like warranty coverage, factory recalls orended “the cry of the babies was heard across additional services that you may recommend.the land.” They are now older, wiser, respectful, By taking the time to explain things clearly, youand much more loyal as Customers than today’s can help them feel more comfortable and gainyounger generations. Helping them to maximize their trust.their service experience requires a certain amountof understanding on your part. For many senior This generation expects truly exceptional customercitizens, the pace of modern life can be confusing service and when received, they become the mostand sometimes offensive. We can’t forget that loyal ones you will have in your service operation.what is commonly acceptable in today’s world They tend to drive cars that were more popularmay sometimes seem difficult for seniors. in their era and often stay with the same model as long as they are able to drive. Most seniors have aOne of the most important things when helping tendency to take good care of their vehicles as theyseniors in your Service Department is the respect depend on them to stay mobile and have a sense12 Dealership OverDrive www.davidlewis.com

Fixed Ops: Keeping Our Senior Service Customers Loyal, continued they’re going to turn it in after the lease term has expired. If they purchased a pre-owned vehicle,of personal freedom for as long as possible. a higher percentage of seniors purchase some level of an extended warranty. You should haveUnfortunately, it is common for elderly Customers this information in your DMS as it can help youto be susceptible to fraud and abuse from dishonest schedule their regular maintenance or take careservice providers. As shameful as that is, it of any mechanical repairs needed. Senior citizenshappens every day. Because of this, senior citizens appreciate this kind of service and they areare often nervous about going to a repair shop, so more likely to keep their regular maintenancewhen they find someone who treats them honestly schedule if they know what is required. Providingand provides quality vehicle service, they will see easy access for seniors to all of our productsthat person or company as someone to be trusted. and services is not only helpful, it can also be profitable.Senior citizens often feel more comfortablewhen being served by people closer to their age. Sometimes, they won’t ask a lot of questions, asWhether you believe in the generation gap or not, they feel doing so makes them more vulnerable.it is a reality when it involves communication and They may also have a difficult time hearingenergy factors. It takes time to work with seniors or feel embarrassed asking questions due toproperly without yourself becoming frustrated or the complicated nature of today’s vehicles. Wefrustrating them in the process. Overcoming this must consider these things when dealing withobjective is attainable if you keep in mind that the elderly.today’s society moves at warp speed, a speed atwhich a senior may not be comfortable. You must We should go out of our way to help seniorsadapt to them, they will not adapt to you. Speak maintain and drive their vehicles as long as theyclearly, slow down the process, ask questions are able to do so. In many cases, this is one ofsuch as “Have we discussed everything about the few remaining freedoms they have and theyyour car that you wanted to today?” tend to protect their ability to be independent for as long as they can. Doing so is good forMany seniors today are lease Customers because business and is the right way to treat and honorthey like to drive a new vehicle every two or three our community of seniors.years, and they tend to drive less miles on a regularbasis. This means they have specific requirementsof how they must take care of a vehicle ifwww.davidlewis.com Dealership OverDrive 13

Cars have always been a big part of the considered by many to be the most realistic car movies and some of the great stars of chase of Hollywood movie history. The bad Hollywood legend have unique stories guys fleeing from McQueen drove a black 1968having to do with cars they owned or drove in films Dodge Charger R/T through the streets and hillsthey were in. One of the greatest of these was the of San Francisco until the chase finally endedlate Steve McQueen, who passed away in 1980 with the Charger smashing into a gas station andat the early age of 50 from Pleural Mesothelioma exploding in a huge ball of fire.cancer. McQueen concluded that the disease wasa direct result of exposure he experienced while In the movie, Steve McQueen plays a Sanremoving asbestos lagging from pipes aboard a Francisco Police investigator named Lieutenanttroop ship while serving in the Marines. Frank Bullitt. The understated ‘68 Mustang Fastback was the perfect car for him to cruiseSteve McQueen owned a number of exotic cars the streets in his search for criminals. The actualincluding a Porsche 917, Porsche 908 and a chase scene lasted nearly eleven minutesFerrari 512 racer, all of which he drove in the before it was edited for the film. It started in theLe Mans film. He also owned a Porsche 356 Fisherman’s Wharf area at Columbus andSpeedster, a Jaguar D-Type XKSS, as well as a Chestnut and ended outside the city at the1962 Cobra and a Ford GT40. His 1963 Guadalupe Canyon Parkway in Brisbane.Ferrari 250 Lusso Berlinetta sold at auction in2007 for $2.3 million. McQueen was never able to purchase the Ford Mustang GT 390 he drove in Bullitt, in spite ofIn spite of all the motorcycles, cars and planes the many times he tried to buy it. The Mustangthat McQueen owned and collected, the one featured a modified drivetrain that perfectlyvehicle he was never able to purchase was the suited McQueen’s style of driving. Though theregreen 1968 Ford Mustang GT he drove in the were actually two of them used in making themovie ‘Bullitt.’ The seven minute car chase is film, one was so badly damaged in the chase14 Dealership OverDrive www.davidlewis.com

Steve McQueen’s Bullitt, continued high speed jumps over the hills in San Francisco. That’s how they ended up with the two 1968scenes it was judged to be beyond repair and 375 hp 440 Magnum V8-powered Dodgeeventually scrapped. Chargers used by the bad guys. The engines in bothThere were two 1968 390 V8 325 HP Ford Chargers were pretty much standard, but theMustang GT fastbacks with four-speed manual suspensions were mildly upgraded for thetransmissions that were used for the chase scene. chase scenes.Both had been loaned to Warner Bros. by the FordMotor Company in a promotional agreement for During the filming, Director Peter Yatesthe film. The engines, brakes and suspensions called for maximum speeds of about 75–were heavily modified for the chase by veteran 80 miles per hour, but the cars at timescar racer Max Balchowsky. Ford had originally reached speeds of over 110 miles per hour inloaned two Galaxy sedans for the chase scenes, the chase scene. Steve McQueen was anbut the producers found the cars too heavy for the accomplished driver and he drovewww.davidlewis.com in the close-up scenes. McQueen’s usual stunt driver, Loren Janes, drove for the high-speed part of the chase and other dangerous stunts, as well as a couple other well known stunt drivers who were involved. Bud Ekins, who doubled for McQueen in ‘The Great Escape’ sequence where the main character jumps a motorcycle over a barbed wire fence, laid a motorcycle down in front of a skidding truck during the Bullitt chase. There are a few noticeable things that film aficionados would catch as indicators of the different drivers used during the chase. For one, the Mustang’s interior rear view mirror goes up and down depending on who is driving, when the mirror is up McQueen is visible behind the wheel; when it is down a stunt man is driving. Steve McQueen was a true Hollywood Legend whose light was extinguished far too early. But while he lived he gave us some of the most memorable moments of Hollywood excitement, not the least of which was the chase scene in the ’68 Mustang GT that, sadly, he was never able to add to his own private collection. Dealership OverDrive 15

New Course:UnderstandingAt the heart of this struggle is the reality Social media is a partnership that involves that social media brings to the equation. developing relationships centered on open Those who cannot grasp this reality and communication and trust by invitation. Theadapt to the changing demands will miss the Salesperson who will succeed in this mediumtremendous opportunities that are out there to must be willing to put his or herself on displaydrastically increase their sales production. Like and realize that their actions and processes willit or not, social media is here to stay, and those be visible for all to see. Nothing is done in thewho grasp the potential it offers will be glad that dark when it comes to social media. The morethey did. However, it does not just happen on its open and interactive you are with the potentialown, and though it requires a commitment to Customers you meet in that unique cyberchange and growth, those who are willing to environment, the easier it is to become an integralinvest themselves in the process can expect part of their personal community. Just being antremendous benefits in return for their efforts. advertising presence on someone’s Facebook page16 Dealership OverDrive www.davidlewis.com

is not enough to make you successful in the realm not reaching outof social media. to connect to that potentialTo succeed with social media, you must be businesswilling to interact and engage in the conversation traffic, you mayon a regular basis if you want to reap all that it as well behas to offer. Whether it’s giving and receiving looking throughFacebook likes and comments, or building up a locked windowyour personal army of Twitter followers who where people areengage with your tweets on a regular basis, the connecting to othersmore you can blend in to the communities your on a daily basis, butCustomers are a part of, the greater the influence you have not been invitedyou will have with those you find there. in to become a part of the everchanging conversation. This does not mean that advertising your Dealership on Facebook When Customers call or come shopping, do not or Twitter is going to bring just get their email address or phone number or you a new herd of buyers give them your business card. Find a way to rushing to buy a car. motivate them to become friends or followers What works best on social media and start giving them reasons to on social media let you help solve their transportation needs as a is not the paid friend and not just another Salesperson. If they’re advertisements that looking at a specific vehicle, ask for their social follow shoppers media information and send then pictures or a around once they walk-around video of the vehicle they are have done an online looking at. You are not advertising, you’re product search. It connecting with them on a personal level and is the personal you need to let them know of the benefits that connection you make you can bring to them in their search for a and the interaction you new car. This puts you in front of their social have with prospects media family and can generate a lot of interest, and previous Customers that likes and comments in the process. opens the door to their friends If you sell a vehicle, and followers; friends who are often get pictures of youheavily influenced by their social media with your newfamily when it comes to recommendations for Customerswhich products to buy and what companies standing nextand Salespeople to buy from. to their shiny new car. PostThis information does not mean you have to be it on yourworking in a BDC before social media has any Facebookvalue to you as a Salesperson. A recent survey page anddone by statista.com shows that over 72% of other socialAmericans have established a profile on social media sitesmedia representing a 6% growth from last year and askalone. This means that nearly 3 out of 4 people them to shareyou speak with about buying a vehicle have it with theira social media presence somewhere. If you are Continued on next pagewww.davidlewis.com

Understanding Social Media for Salespeople, continuedsocial media friends to give them an opinion Social media isof what they think. If you made a good like a party onimpression as someone who is unique and the Internet. Ifinspiring, most will be excited about sharing that you can getexperience with their friends. invited to theSocial media is only as valuable party, you can as you make it. The more eventually you interact and connect dance with the with the people in your others who are network, the more there. But learn they will participate how to be a good in the dialogue and dancer while you are look to you for at it and before longadvice and help people will be asking you78%when they need it. out on the floor. Percentage Of Salespeople Using Social Media Who Outsell Their Peers - Forbes 12.9seconds“Dependable, basic transportation. 0-60Guaranteed to drive the ladies wild, mph especially low-maintenance ones.” For a new stock 1955 Chevy Bel Air18 Dealership OverDrive www.davidlewis.com

Be a part of the conversation, Monday through Friday!Upcoming Schedule July 1: Customer Perception of Us July 2: The Concept of Inspirational Selling July 3: Prospecting in Service July 6: The Pros and Cons of Goal Setting July 7: Qualifying the Customer into the Right Car July 8: Characteristics of a Strong Leader July 9: BDC: The Importance of Dialogue July 10: The DLA Objection Steps July 13: The 3 Ingredients to Being a Successful Coach July 14: F&I: Objection – The Price is too High July 15: What to Demonstrate During the Service Walk July 16: What is an Internal Presentation and How it July 17: Increases the Rate of Demo Drives July 20: Common Motivational Mistakes July 21: The 7 Most Important Words to Closing a Deal July 22: BDC: All I Want is a Lease Payment July 23: Sales Management: The Trade Pendulum Effect July 24: The Demonstration Drive Route July 27: How to Coach an Uncoachable Person July 28: F&I: The Pros and Cons of Menus July 29: The Goal of the Inventory Walk 8F0or0eplx.me3tao.7rs42ee1.d35cae3tll1a4ils July 30: BDC: Email Etiquette July 31: Goal Setting for Success The Definition of Success www.davidlewis.com Dealership OverDrive 19

InteLrneeatd/GBeDnCeration The Internet/BDC Lead Generation course is available for In-House Training or at our DLA Philadelphia Training Center! This two-day course is a complete program on effective Lead Generation ideas and concepts for both the internet and inbound phone leads. Email, Chat and Phone scripts will be created, reviewed and examined, as well as a structured concept for ongoing old and unsold Customer follow-ups.20 Dealership OverDrive 800-374-3314 ext. 215 Or register online at: www.davidlewis.com www.davidlewis.com

Does Your BDCSound LikeEveryone Else’sBDC?In today’s competitive automobile marketplace, the BDC stands outas an effective way to utilize the latest technologies for prospectingand connecting with new shoppers and converting them to buyers.But, just having a BDC in your Dealership is not enough if it isunderutilized and not fully developed for the potentials that couldbe realized. Creating an Internet BDC is merely the first movetoward this goal.For a BDC Representative, the priority must dialogue with the prospect is what will convince always be focused on creating dialogue the Customer that you have what they want that will bring the Customer to the Dealer- and that your Dealership is one they can feelship. Though most contacts will start with an email comfortable doing business with.request or a response to something on your website,your best chance for creating an appointment is Unfortunately, this is not how most BDC Reps arethrough dialogue. Your ability to create effective trained and in turn, they sound like everyone else. Continued on next pagewww.davidlewis.com Dealership OverDrive 21

“Does Your BDC Sound Like Everyone Else’s BDC?”, continued By asking the question, “Would you rule that out?” you are probing for things the Customer may notAsking for an appointment or a phone number have thought of, but would be interested in ifin the first line of contact is not the way to go they knew about them. This expands their areanor is giving your prospective Customer the of interest and gives you a better chance of hav-immediate answer to their question. Dialogue ing a vehicle they would want. By creating ancreates the initial level of comfort, whereas the inspiring line of dialogue, you give them moreother approach only creates a more defensive things to think about and more reasons to come toposture in the Customer. the Dealership.Creating effective dialogue with the Customer By introducing other options with the question,is done through a coaxing process that breaks the “Would you rule that out?” things like a sunroof,pattern of closed questions and standard answers or GPS Navigation system may be something theyand gets them thinking outside the box. By giving haven’t thought of or weren’t aware of as availablethe Customer additional options, you can expand options. Going over color options, trim packagesthe areas of their potential interest and give them or other options that would perk their interest canmore reasons to make an appointment to come have the same affect and inspire them to come into the Dealership. To do this, you must create for a better chance to look at all that is available.open-ended questions that eventually become If they have not already considered these thingsdialogue. First, you must be clear on the basic and they would not rule them out, you havethings they are looking for ― a new or used car, created dialogue and given them more reasons forsedan or coupe, Ford or Honda, etc. Once you have coming to the Dealership.that information, there are options to put forththat require them to think and respond. This turns If you are still working from the initial emailquestions into dialogue and perks their interest in contact, this is a good time to ask if they wouldother possibilities they may not have considered. be comfortable talking by phone as this would enable you to answer their questions moreOne of the best questions you can ask that will effectively. This is the right step toward developingmove them forward from a ‘do you have this a comfortable level of dialogue that will lead tospecific car?‘ line of thinking and open them an appointment. By asking the question “Wouldup to consider other options is, “Would you you rule that out?” you give the Customer a goodrule that out?” reason for creating more specific dialogue. The more options you introduce, the more reasons youSuppose that a shopper’s email is asking if you give them to come to the Dealership to see all thathave a dark blue Honda sedan in stock. If you you have to offer.just respond with ‘Yes’ or ‘No’ what have youaccomplished? Have you inspired them or given Always remember, that while customers generallythem any reason to come to the Dealership? Of open with questions about a specific vehicle,course not! It’s an open-ended question with a they are also looking for a Salesperson they feelstandard answer that does not invite them to the comfortable with and a Dealership where theynext step. Instead, by asking questions that cause can safely do business. People usually make firstthe Customer to think about other cars and other contact online to avoid having to put themselvespossibilities, you expand their parameters and start in an uncomfortable situation before knowing whatthe process of dialogue that will give them reasons you even have to offer. By presenting yourselfto make an appointment to come to the Dealership. as unique and different in this way you show a genuine interest in the Customer, relieve theirBy letting the Customer know you have a large defensiveness and give them solid reasons to comeinventory of vehicles that would fit the category to the Dealership to see all that you have to offer.they are asking about, you present your Dealershipas having many possibilities for them to consider.22 Dealership OverDrive www.davidlewis.com

COURSE DATES 5-DAY ENTRY LEVEL SALES June 29 - July 3 July 13 - 17 & July 27 - 31 4-DAY ADVANCED SALES July 21 - 24 4-DAY ADVANCED SALES MANAGEMENT July 14 - 17 DLA PHILADELPHIA TRAINING CENTERSALES TRAINING 5-DAY ENTRY LEVEL SALES A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave having learned a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer’s objections and how to effectively respond to them. 4-DAY ADVANCED SALES To develop within the experienced Salesperson an understanding of the Customers thought process when shopping and purchasing a car. To train the Salesperson on a sales process that will be unique and different from what the Customer will expect, which will set that Salesperson apart from all the other Salespeople the Customer has or will speak with during their shopping process. 4-DAY ADVANCED SALES MANAGEMENT This four-day Advanced Sales Management course is a complete program for all Sales Managers. Focus is placed on becoming a Leader and not a Boss. We begin by exposing the newest and best practices for leading a sales force to success. Topics include Inspirational Sales Processes, Advanced Negotiating Techniques, how to be an effective Coach, Hiring and Interviewing ideas, plus our DLA Train the Trainer concepts to develop the skills necessary to train a winning sales staff. This course turns Managers into true Leaders.Call 800-374-3314 ext. 215 or register online at: www.davidlewis.comwww.davidlewis.com Dealership OverDrive 23

Winners Say: “If it is to be, it is up to me.”Some of the finest people I know are in the a winner if they will practice proven principles of retail automotive business. Many of them are success and continue to change and grow through folks I’ve met as I travel throughout North learning and developing the right mindset and theAmerica and Canada doing car sales training or right skills. I believed that when I started thisteaching our Dealership management training company and I still believe it today. In fact, I amcourses. It is a great privilege to be in an industry more convinced today because of the numerousfilled with people who want to discover the secret people who have taken our Dealership Trainingto becoming winners. When I started my company courses and studied our training curriculum andin 1986, my goal was to make a mark on the have seen their careers rise to higher levels ofindustry that would provide educational materials achievement and success.for those who work in retail automotive on howto become the best they could be for themselves Likewise, I know that those who do nothing toand for their Customers. change and grow their abilities will remain at the same level of success they have alreadyAutomotive selling is a highly competitive experienced. In order to achieve more, you mustindustry in which you will find every level of learn more. Success doesn’t happen by chancesuccess from the status quo to great high-earning in most cases, and even when it does, it cannotachievers. Yet, even with as many books that be considered winning ― that’s just luck. Winnershave been written about success and achievement, in the retail automotive business are generallymost people in our business still do things the created by the type of training curriculum theyway they’ve always done them. Their automotive align themselves with and how much theysales training started with what they learned in implement what they are learning.their first Dealership and they still do things thesame way today. There will always be winners and losers in life and each of us must decide which we want toThankfully, this is changing due to the work of our be. The goals we set and the actions we take toorganization and others like us, as well as the fact achieve them will, in most cases, be the decidingthat the demands of Customers are changing. In factor for our success or failure. Winning is notorder to succeed with today’s informed Customers, rocket science, but it is something that must bewe have to find new ways to earn their business or taken seriously if success is the goal you havethey will go somewhere else to buy. in mind for yourself and your career.When I talk about winners and losers, I’m not If you would like a free copy of my book “Thetalking about a person’s natural abilities as much Leadership Factor,” email me your contactas I am the philosophies they live by and the information at [email protected] which motivate their life. Anyone can become24 www.davidlewis.com

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on www.davidlewis.comThere’s an old story about two close You can’t outrun one of them. We have a big friends who used to go into the mountains problem here.” where they lived and hike trails andpaths that weaved through the forest on To which the other calmly responded, “I don’tthe sides of the mountains. They had done this need to outrun the bear. I just have to outrun you!”for many years and it was a part of the weekthat they both looked forward to with great In the race for success, staying ahead of theanticipation. It was a great time for camaraderie competition has a lot to do with whether or notand exercise, and an important part of their health you are prepared for anything that might show upregiment for staying in shape. along the way. The car business is a competitive way to make a living, and things are changingOne day, while they were mid-way through their every day as Customers find new ways to get theweekly hike, they noticed a large grizzly bear information they need to help them get the bestcoming out of the woods that was rapidly pursuing deal they can. Our car sales training equips youthem as they walked causally along the path. One to be ready for the challenges of working inof them began to panic at the sight of the bear and this business. Our training curriculum is basedimmediately pointed out to the other one that at on proven methods of success that continue tothe pace the bear was running, he would soon be produce tremendous results for those whoupon them and noted how dangerous it was for adopt them and put them into action in theirboth of them. The first hiker quickly took off his sales process.knapsack and pulled out a pair of running shoesand promptly started to put them on. Don’t get outrun by someone else who is just more prepared. Be prepared yourself and then“What are you doing?” the other asked in a panic. you will set the pace for others to follow.“Don’t you know anything about grizzly bears?26 Dealership OverDrive www.davidlewis.com

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from the by Center Director Brian ShermanPhiladelphia Training Center26 NEW DEALERSHIPS HAVE ENROLLED INTHE DLA TRAINING CENTER LAST MONTH!As we approach our second anniversary As we continue to push the envelope and grow at the Philadelphia Training Center, we with the ever changing environment around us, are proud and excited about the continual we also progressively update the material that wegrowth in our curriculum and Dealer membership. present. We have added a Level II Phone Class which gives the student a live perspective intoWe have added two additional first-class Trainers how the majority of dealership Salespeople act andwith a wealth of knowledge. Ms. Becky Nixon, sound when answering an incoming phone call.our Fixed Operations Trainer, has over thirtyyears of experience in Retail Automotive We have added two brand new courses atFixed Operations while Mr. Dino Deluca brings the center: “Understanding Social Media” andover 20 years of experience in F&I and a ½ day class mirroring the thoughts of David’sSales Management. new book “Common Mistakes that Automotive Salespeople Make.”We encourage our Dealer body to continue to Additionally, we have a remarkable retention ratechange with the times and facilitate growth and of over 87 % of our students that have completedwe are no different. David Lewis and Associates our 5-day Entry Level Sales Course and continueis always looking for new and exciting ideas to successfully work at their dealerships.and material to bring to our members. Continued on next page28 Dealership OverDrive www.davidlewis.com

News from the Philadelphia Training Center, continued DLA Training CoursesAs always, our Café Menu is a well-received Salesamenity and now includes ice cream for thesummer season. We have also purchased new Entry Level Sales (5 Days) • Advanced Sales Program (4 Days)XBOX games to keep it lighthearted and fun Advanced Sales Level 1 • Advanced Sales Level 2 for all students during their breaks. Objections Level 1 • Objections Level 2 • Phone-Ups Level 1 Phone-Ups Level 2 • Leasing for SalespeoplePersonally, I’m looking forward to forging new Prospecting & Follow-Up • Understanding Your Customerrelationships with our newest members, as well Common Mistakes Salespeople Makeas continuing to share in the success of ourdealership partners. 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 www.davidlewis.com Understanding Social Media Round Tables Sales Management • Salespeople • F&I Internet / BDC • Service Advisors • Service Managers Dealership OverDrive 29

UpcomingCourses Philadelphia Training CenterJUN 6/1 Entry Level Sales (Day 1) JUL 7/1 Entry Level Sales (Day3) 6/2 Entry Level Sales (Day 2) 7/2 Entry Level Sales (Day4)6/3 Entry Level Sales (Day 3) 7/3 Entry Level Sales (Day 5)6/4 Entry Level Sales (Day 4) 7/7 Advanced Service Manager Concepts6/5 Entry Level Sales (Day 5) Advanced Service Management Program (Day 1)6/8 Understanding Social Media6/9 Advanced Sales: Level 1 7/8 Advanced F&I Concepts (Day 1) Management Service Advisor Training (9-1pm) Advanced Sales Program (Day 1) Advanced Service Revenue Creation (1-5pm) Advanced Service Management Program (Day 2)6/10 Objections: Level 1 Advanced Sales Program (Day 2) 7/9 Advanced F&I Concepts (Day 2) Understanding the Service Customer (9-1pm)6/11 Leasing for Salespeople (9 - 1pm) Advanced Service BDC Concepts (1-5pm) Prospecting & Follow-Up (1 - 5pm) Advanced Service Management Program (Day 3) Advanced Sales Program (Day 3) 7/10 Understanding Social Media6/12 Phone-Ups: Level 1 7/13 Entry Level Sales (Day1) Advanced Sales Program (Day 4) 7/14 Entry Level Sales (Day 2)6/15 Entry Level Sales (Day 1) Advanced Sales Management6/16 Entry Level Sales (Day 2) Advanced Sales Management Program (Day 1)6/17 Entry Level Sales (Day 3) 7/15 Entry Level Sales (Day 3)6/18 Entry Level Sales (Day 4) Leadership / Coaching (9-1pm) Leasing for Managers (1-5pm) Internet/BDC: Lead Generation (Day 1) Advanced Sales Management Program (Day 2)6/19 Entry Level Sales (Day 5) 7/16 Entry Level Sales (Day 4) Advanced Management Negotiations (9-1pm) Internet/BDC: Lead Generation (Day 2) Hiring / Motivation (1-5pm) Advanced Sales Management Program (Day 3)6/22 Business Etiquette (9 - 1pm) 7/17 Entry Level Sales (Day 5) Common Mistakes Salespeople Make (1 - 5pm) Train the Trainer (9-1pm) Phone-Ups: Level 2 Advanced Used Car Management (1-5pm) Advanced Sales Management Program (Day 4)6/23 Advanced Sales: Level 1 7/20 Business Etiquette (9-1pm) Advanced Sales Program (Day 1) Understanding Your Customer (1-5pm) Advanced Service Advisor Techniques 7/21 Advanced Sales: Level 1 Advanced Service Advisor Program (Day 1) Advanced Sales Program (Day 1) 7/22 Objections: Level 16/24 Objections: Level 1 Advanced Sales Program (Day 2) Advanced Sales Program (Day 2) 7/23 Leasing for Salespeople (9-1pm) Understanding Service Customers (9 - 1pm) Prospecting & Follow-Up (1-5pm) Service Advisor Phone Techniques (1 - 5pm) Advanced Sales Program (Day 3) Advanced Service Advisor Program (Day 2) 7/24 Phone-Ups: Level 1 Advanced Sales Program (Day 4)6/25 Leasing for Salespeople (9 - 1pm) 7/27 Entry Level Sales (Day 1) Prospecting & Follow-Up (1 - 5pm) 7/28 Entry Level Sales (Day 2) Advanced Sales Program (Day 3) 7/29 Entry Level Sales (Day 3) Effective Service Walk Arounds (9 - 1pm) 7/30 Entry Level Sales (Day 4) Advanced Service Management Program (Day 3)6/26 Phone-Ups: Level 1 Advanced Sales Program (Day 4)6/29 Entry Level Sales (Day 1)6/30 Entry Level Sales (Day 2) 7/31 Entry Level Sales (Day 5) 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.30 Dealership OverDrive www.davidlewis.com

ADVANCEDF&I CONCEPTS July 8 - 9 This two-day Advanced F&I course has been designed for the F&I Manager that is ready to take their productivity to the next level. Emphasis will be placed on advanced F&I sales concepts, structured presentation steps and the art of responding to customer objections. Call 800-374-3314 ext. 215Or register online at: www.davidlewis.comwww.davidlewis.com Dealership OverDrive 31

TTRHREAASTIUNGLIENTTSGS! “Since signing up with David Lewis & Associates In-House Dealership Training, our profits have doubled.” Scott Casebeer, Dealer / Capital Auto Group • Salem, Oregon IN-DEALERSHIP TRAINING Sales Training • F&I Training • Internet/BDC • Sales Management • Fixed Ops Our intensive in-dealership training programs are typically one to two days, every four to five weeks. Each month the trainer will focus on a different area pre-determined in advance by you and your management team. Each training day is divided into 2 repetitive sessions to enable everyone to attend. All training is in a structured environment with workbooks and assignments to be completed for the next visit. 800-374-3314 or Visit us at: www.davidlewis.com Training Staff - All Training is conducted by DLA Certified Trainers who are employed by David Lewis & Associates. Our Trainers have extensive backgrounds in specific areas of the Dealership and come from a wide range of Retail Automotive experience. Feel confident that your Dealership will engage in a superior Training Program with a strong curriculum and top-notch Trainers.