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Dealership OCTOBER 2016 TM A David Lewis & Associates PublicationTakingOwnership ofYour DealershipReputationWhat the Service Lane Says to Customers Power of Customer Follow-up So You Want to Become a Manager

Publisher’s Note Dealership TM Message from David A David Lewis & Associates Publication Well here we are rounding the final OCTOBER 2016 bend into the last quarter of 2016. I hope you are ready to ramp up PUBLISHER your profits and commissions by taking David Lewis advantage of all that the holidays have to offer for those who work in the car business. [email protected] There are still great opportunities to end the year with a bang, but don’t just sit on your GRAPHIC COORDINATOR laurels and expect it to happen on its own. Brian Smith Remember: “If it’s going to be, it’s up tome!” Cars don’t sell themselves, but if you are well prepared and ready to [email protected] up your sleeves, these can be your best three months of the year. SALES DIRECTORI never liked to rely on statistics or historic selling timelines to dictate what Mary MannellaI would sell at any given time. I was never one of those people whoblamed the full moon for a bad week either. The truth is you can have a [email protected] month anytime you want to and now is as good as any to prove thatto yourself. TRAINING LIAISON Priscilla YoungIn this issue of Dealership Overdrive, I have focused quite a bit onleadership and Teamwork. There are a lot of people who hold a ‘Lone [email protected]’ mentality about selling cars but I tend to think that a dealership thatdevelops a great team mindset and puts it into action will always come out CIRCULATION / SUBSCRIPTIONSon top. There’s something about everyone rowing in the same direction Jennifer Potterthat makes a lot of sense to me, and it doesn’t hurt to know someone elsehas got your back at times either. [email protected] Article entitled ‘Growing Teamwork in a Competitive Sales Environment’ CONTRIBUTING WRITERScan really get you started in the right direction if you are already thinking Dino DeLucaabout going that way. Historically, the car business tends to be every manfor himself, but it’s a good time to look at alternative ways for developing [email protected] processes more suitable for the modern era of social interaction andconnectivity. The Internet has given us new ways to communicate with Becky Nixonour Customers. Why not apply that same mindset for learning how tocommunicate and work as a team when building your work environment [email protected] greater success? Brian ShermanFor those who are looking to climb the ladder to a management position,the article ‘So You Want to Become a Manager’ can help you see what [email protected] ahead for you. This particular issue focuses specifically on the SalesManager position, but a lot the information there is transferrable to other Bill Taylordepartments for those who are looking toward a management career inthe car business. [email protected] it’s coming up on the holiday season, I thought a light topic on Dealership OverDrive magazine makes every attempt tovacations might be a good thing to write about. The article on ‘Old Town ensure the accuracy of all published material. However itFlorida’ is a fun read and should really interest any collectors or classic car cannot be held responsible for opinions expressed or factslovers who read it. supplied herein. Nothing may be reproduced in whole or in part without written permission from the publisher. AllSo, there’s plenty of variety to go around in this issue and I hope it provides rights reserved. The publisher encourages you to submitencouragement, information and some fun for those who take the time suggestions. Submitted materials become the property ofto peruse its pages. It’s going to be a great years’ end so get prepared to David Lewis & Associates, Inc. and will not be returned. Sendachieve and even top the goals you have set for 2016. At David Lewis & material for publication to 10 Suntree Place, Melbourne,Associates, we will continue to provide the best training materials available FL 32940. The editor reserves the right to edit material;to help you reach your goals and make this the best year ever for you in this submission of material constitutes permission to editgreat business of retail automotive. and publish that material. This publication is designed to provide accurate and authoritative information in regardDavid Lewis - President, David Lewis & Associates, Inc. to the subject matter covered. It is presented with the understanding that the publisher is not engaged in rendering2 Dealership OverDrive 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.

contents 4 The Power of Customer Follow-up 7 Taking Ownership of Your Dealerships Reputation 10 So You Want to Become a Manager 13 What an F&I Manager Wants from the Salespeople 18 Leadership: A Natural Talent or a Learned Skill? 21 Growing Teamwork in a Competitive Sales Environment 24 What the Service Lane Says to Customers 26 Saturday Night in Old Town - A Classic Car Dealership OverDrive 3

TohFfoeClPluooswwto-eumrperIf we are smart, we can learn a lot from Social Media about the power of Customer follow-up. Research has shown that for platforms like Facebook and Youtube, the primary thing that keeps people going to these online sites so often is the sense of affirmation they receive from the ‘Likes’and/or ‘Comments’ from people who are friends or visitors on their page or channel. The more theyget, the more often they go there to see who else likes what they say or do. For some, it takes up amajor part of their day and can even become an addiction.If we are smart, we can learn a lot from Social Media about the power of Customer follow-up. Researchhas shown that for platforms like Facebook and Youtube, the primary thing that keeps people going tothese online sites so often is the sense of affirmation they receive from the ‘Likes’ and/or ‘Comments’from people who are friends or visitors on their page or channel. The more they get, the more often theygo there to see who else likes what they say or do. For some, it takes up a major part of their day andcan even become an addiction.4 Dealership OverDrive

So, what does that have to do with Customer good reason for your call when you do follow-up.follow-up for car Salespeople? Plenty! People Have something to offer that you didn’t offer thelike to be liked and they like to know that last time you spoke with them. Give them somesomeone knows they are there. From a business incentive to come back in and reconsider or goperspective, as long as the product or service is forward with the buying process.acceptable, the relationship often means far moreto a Customer than anything else. Customers who Most Dealerships have at least one Salespersonare contacted on a regular ― but not too regular ― who has been there a long time and has a wellbasis, and kept in the loop for special offerings established roster of Customers who come to themand opportunities will usually put more value every time they or someone they know is in thein that than on always getting the lowest price. market for a car. That person isn’t usually seenCustomers will pay more to shop with the people out on the deck or walking the lot looking forand at the places that treat them as something Customers. Instead, they spend most of their timeof value. making prospecting or follow-up calls, writing deals or spending time with potential buyers whoFollow-up doesn’t pertain only to previous come to them from referrals. Sometimes, they canCustomers. Research suggests that only one be found in the Service Department greeting loyalin fifty deals are struck at a first meeting. customers who let them know they were comingPerseverance will usually give you a major edge in for service. They may even have made theover the competition, yet all too often sales people service appointment for them as a courtesy. Thisgive up after just one or two attempts. is relationship selling and it is the most effective form of Customer care.The fact is that most people are not prepared tomake an instant decision without proper research. So, why is this? Are they smarter than otherThe 2% of shoppers who do tend to buy on Salespeople? Do they know more about sellingfirst contact usually have done their research cars than the other people who work the floor?beforehand and they already know what they The difference is they put a lot of time intoare looking for. When they find the right person Customer relationships. They first earn theiror get the right offer they are already prepared business and then work at keeping them happyto make the deal. long after the deal is done. They show their appreciation by genuinely caring for them as theAll Salespeople want to sell a car ‘today’ whenever valuable commodities they are. In the end, that’spossible and sometimes things go well and that what good follow-up can bring to your business.happens. There is nothing wrong with sellingone tomorrow or even next week if that’s what it All great Salespeople learn to master the art oftakes for the Customer to make a buying decision. follow-up. They know the value that it brings, andWaiting for ‘be-backs’ to just saunter in when the the longer they keep it up, the more value it yieldstime is right is taking too much of a chance. Stick to their long range career goals.with them and stay in touch. But, give them aLike former President Theodore Roosevelt once said:“People don’t care how much you know until they know how much you care.” Dealership OverDrive 5

DLA Salespeople, Internet/BDC, Service Advisors and Administrative staff RECRUITING Success has two ingredients: People and Training. DLA gives you both!For information, please call Mary Mannella at800-374-3314 ext. 215 or visit us at:

Taking Ownership of Your Dealerships ReputationAcar dealership depends heavily on the who say one thing and do another: a common reputation it has in the community it complaint that has followed the retail car business serves. That is especially true in areas for a long, long time.where there are several dealers selling the samebrands and competing for the same customers. In truth though, an automobile dealerships’This can definitely make it difficult for a dealer or reputation can be both general and personal atorganization to decide how to present their the same time and, regardless of the way theirdealership when it comes to advertising. Do they Customers feel, they are sometimes viewedwant to depend on selling at the lowest price, negatively just by association. This is much like apromoting their huge inventory, boasting about the good politician who may receive personal praisequality of their vehicles or relying on their history for their honesty and integrity, while coming underin the community as a reliable, dependable place the general reputation that all politicians are liarsto do business? and thieves.No doubt about it, the image a dealership or Sometimes there is nothing that can be done onbrand projects to its audience can be a determining an immediate basis to change public opinion.factor of the reputation they have in the community. You can’t always change everything, but you canDepending of course upon how they perform, the almost always change some things. In spite of thedeclarations they make about the things they offer general public sentiments about the car business,to the car shopping public. If they don’t do that there are still many dealerships that have awell they may quickly become known as those Continued on next Dealership OverDrive 7

Taking Ownership of Your Dealerships Reputation, continuedwonderful reputation in their communities. This or clean up something that looks messy, or do youis often because the people who work there take leave it for someone else to handle? Little thingspersonal ownership of the reputation of the like this can mean a lot to some Customers and candealership where they work. quickly create a negative perception of the whole of your dealership.How does that happen for some car dealershipswhile totally eluding others who continue to How about your inventory? Does it always lookreinforce the negative persona that seems to follow fresh and clean and is it always lined up in anthe retail automotive industry as a whole? Like all orderly and appealing way? Are the interiorstruly successful business reputations, it is done one always clean and fresh smelling for Customers atCustomer at a time. all times? Do your Salespeople or lot attendants make sure of that first thing every morning? ItBuilding a dealerships business reputation should makes a difference I assure you, and it makesnever be a project. Instead, it should be the natural an impression on Customers every time, eitheroutcome of the way business is done. How are positive or negative.the Customers treated by those who work there?Does the company stand behind their products How does your Service Lane or Customer Loungeand services and invest in quality training and appear to Customers coming in for maintenancedevelopment for their employees? or repairs? Is it orderly and clean? Is it easy for Customers to navigate through the service processDo the employees respond by taking personal without confusion? Are Customers attended to inresponsibility for how their Customers view them a quick and efficient manner that shows you viewand the dealership where they work? Do they them as important and appreciate the opportunitylook and act like professionals and encourage to earn their business? If it isn’t, some people willtheir co-workers to do likewise? just leave and go somewhere else to do business. They won’t mind telling people in their socialDo they perform their work with a high level of network how they feel about your dealership.integrity and honesty, inspiring their Customers towant to do business with them and their dealership How about language? Are Customers subjectedrather than with the competition? Do they rely to foul or crass language and slang when theyon slick outdated pressure tactics to make a sale come to your dealership or are they treated withor do they inspire their Customers with a genuine dignity and respect by professionals who knowconcern for helping them accomplish their the difference? Don’t be fooled by the laxpurchasing goals? All of these things go hand in manners about this in today’s world. Refuse tohand with developing a quality reputation in your lower your standards to what is popular and youcommunity for yourself and for the dealership will stand out to everyone; even those who don’twhere you work. have such standards.There’s an old Jewish Proverb that reminds Regardless of what part you play in theus, “It’s the little foxes that spoil the vines.” department where you work, take ownership ofSometimes, the smallest details can make the your Dealerships reputation and treat it as thoughbiggest impression. Are you someone who it were your own. Who knows, someday youlooks out for the little things that can make a might have a dealership or start your own business.difference to your Customers? Do you take If you treat this one like it was your own, you willpersonal responsibility for how your showroom stand a good chance that your future employeesor lot looks to Customers who come to your will do the same for you and your good reputationdealership? If you see something that is amiss will ensure your success in the community whereor disorderly do you take the time to make it right you do business.8 Dealership OverDrive

Grow Your Bottom LineAdvanced F&I Courses For today’s business manager who wants to continue their education through highly developed F&I concepts.Forwinwfwo.drmavaidtlieowni,s.pcloemase call Mary Mannella at 800-374-3314 ext. 215 or visiDteuaslearts:hwipwOwve.drDarviviedlewis.9com

So You Want to Become a ManagerNot everyone in the car sales business ultimately be a challenging and exciting career. wants to move up the ranks into management. Some people love being a So, what is management and how do you knowSalesperson and they remain in that position for if it is something you want to do as a career?the whole of their career. In most businesses, that Austrian born American management consultant,would be considered unacceptable. But, when it Peter Drucker, who is largely considered thecomes to car sales it is not only common, it can be founder of modern management, put it this way:a good choice for some. This is especially true forsomeone who has mastered the art of Customer “Most of what we call management consistsCare and is happy building their base of loyal of making it difficult for people to get theirCustomers and growing their income year after work done.”year. Some people not only stay in their positionas a Salesperson, they stay at the same dealership I think I hear a loud amen coming from the directionfor their entire career and build a great business of the sales force.for themselves in the process. Though it may often seem that way to those beingAspiring to become a manager can be a great supervised, management is actually the work ofchoice as well, and for some, it can be the gateway ordering and structuring processes and people tointo a very fulfilling and lucrative future. No accomplish certain objectives. Whenever there is adoubt it brings with it additional responsibility and group of people working to complete a task or service,can be extremely stressful at times, but if you have having someone on board with management skillsthe desire and vision to climb the management can usually make the job a lot easier.ladder, the opportunities are tremendous and can10 Dealership OverDrive

Sales Managers An auto Sales Manager must exhibit and promote professionalism at all times and be self motivatedIn a car dealership the General Sales Manager to improve his or her skill level. At all times, theyis the individual in charge of overseeing the must monitor employee production and work toSalespeople working there. In a large Dealership improve the skills of those who work in the Salesthere may be several levels of management in Department. They should be able to promote highthe Sales Department including new and used car goals and achievement, while at the same timemanagers and some may even have several of creating a level playing field for all those whoeach. The Sales Manager usually hires and trains work in their employees, sets the goals and quotas forthe dealership and structures any performance In short, an automotive Sales Manager mustbonuses to be awarded for the various levels possess excellent customer service and PR skills asof achievement. Sales Managers often help in well as strong leadership and have proficient skillsobtaining financing, warranties and rebates for in communication, negotiations, basic accounting,clients. They are the frontline leaders of the multi-tasking and advanced computer knowledge.dealership sales team. Good Managers are flexible and able to deal with rejection when it comes, yet be closers at heartMost Sales Managers are responsible for who can jump into a deal when necessary and helpdeveloping sales campaigns, advertising and other a Salesperson bring it to the finish line.promotions for the Sales Department and arealways thinking of innovative ways to reach new So, if after reading this you still have a desire toCustomers and take care of those they already become a manager, we recommend you talk tohave. They usually handle the budget for their someone in your dealership about taking one ofdepartment and take part in the ordering process our Management Courses either online or at one ofso as to fulfill the goals of the General Manager our 3 DLA Training Centers. Though this articleand meet Customer inventory demands. has focused on Sales Management, we offer courses designed for every level and type of retailEducation Requirements automotive management at an affordable cost, especially for those who work in dealerships thatSome Dealerships like management candidates uses our DLA Training system and is part of theto be top performing salespeople with at least a DLA family.high school diploma and they will often promotefrom within if a top Salesperson is looking to We also recommend that you read David Lewis’smove up the ladder into management. Others book, ‘The Leadership Factor.’ This is a great bookprefer to hire managers with at least a bachelor’s to help aspiring Managers achieve excellence anddegree in courses like administration, management, become true Leaders in their field and to thosemarketing, communication and sales. The latter who work under their supervision.often expect someone to have at least two years ofcar sales experience along with specific Dealership OverDrive 11

Dealership Sales, Service and Management TrainingIt’s time to take charge of your Dealershipand provide professional real-worldtraining to your most valuable asset... Your People!FACT The nation’s highest volume dealerships provide on-going sales and management training to their entire staff.FACT You spend 20 times more on advertising than you do on professional training, why?FACT If you don’t make a change today and start training your people, they will eventually leave and so will your customers.FACT Your total solution to sales and management training is just a phone call away. We can help you get the deals and profits your dealership deserves.FACT The sooner you call, the quicker we can get started providing world-class training to your staff. . .3 Convenient Training OptionsIn-House Training Online Training DLA Training Centers Philadelphia - NY/NJ Metro - Pittsburgh CELEBRATING 1986 2016 30 YEARSFor information, please call Mary Mannella at 800-374-3314 ext. 215 or visit us at: www.davidlewis.com12 Dealership OverDrive

What anF&I ManagerWants fromthe SalespeopleAnyone who has worked in car sales for The truth is, Salespeople are often guilty of more than a month has probably had at preparing Customers for just the opposite and least a sale or two that was saved by F&I. warning them privately of what to avoid whenA good F&I Manager can really be critical for they go into the F&I office. The amount of moneypulling off those deals that can’t seem to make it that is lost to dealerships every month becauseon their own and for getting a bit more profit out of that kind of preparation by Salespeople canof a deal by the products they sell to someone who be enormous.has worked the Salesperson to the bone on price.It doesn’t take long for a grateful Salesperson to But, what do F&I Managers want from the saleslearn how valuable a good F&I Department is to staff and what can be done to make sure theytheir success. can achieve the maximum benefit for both the Customer and the dealership? When SalespeopleStill, most Managers don’t have as much don’t know the answer to this question it can costcommunication from the Salespeople as they them a lot of F&I commissions as well.would like. I don’t mean just gabbing with themduring break times. I’m talking about the kind of First of all, they want good communicationscommunications that can help them set up the deal with the Salespeople. Sometimes it doesn’t seemproperly before it goes into finance and preparing like that because they are often isolated from thethe Customer in the right way to make it easier for sales floor and do their work behind closed doors.the F&I Department to do their job. Continued on next Dealership OverDrive 13

What An F&I Manager Wants From The Salespeople, continuedThis is really done to provide privacy for the themselves. If Salespeople think the F&I processCustomers, but it can also separate the F&I can negatively impact their Customers, rightfrom the Salespeople. or wrong, it is their natural instinct to want to protect them from that happening. This can oftenOne of the problems that prevents good come from a skewed perception of what is right orcommunications between the two departments wrong in the F&I what some efficiency experts call Silos. Theseare naturally occurring separations that take place Because these are departmental barriers, it isbetween different departments when organizing critical that sales managers encourage their peoplethe lines of authority, responsibility and to have better and more effective communicationsaccountability within a company structure. Silos with F&I. This can help break the barriers andare necessary for defining these things, but they facilitate better collaboration between the twoalso create barriers that limit communications entities. Because managers have been givenand cooperation between departments. In the specific responsibility and authority, they willcar business this often happens between the by nature exercise these for the benefit of theirF&I and Sales Departments. The result is a departments —and not always in moderation.loss of knowledge sharing, communicationsand collaboration. So, what does the F&I Manager want from Salespeople? Communication, Cooperation andMost Salespeople think the F&I Department is just Collaboration. When these 3 things take place inthere to get the Customer financed. Of course they a way that recognizes what each has to offer theknow about leasing and additional warranties and other, everyone benefits and the barriers createdinsurance that the F&I Manager wants to sell. But, by fear of loss can be dissolved in the process.if they are afraid that presenting these could costthem the sale, they will sometimes pre-preparetheir Customers to reject these things when theyare being presented by F&I. When Salespeopledon’t understand the part this plays to benefit theCustomer and to produce necessary profits for theF&I Department, they can hinder the work that isdone there and thus shrink their own commissionsin the process.F&I Managers can be tremendous presenters andoften they do this in Sales Meetings as part of theirmanagement position. But, rarely do Salespeoplegather with the F&I Department specifically tolearn what they need to know to help facilitate theF&I process. This kind of communication can beextremely beneficial and can help to penetratethe natural barriers that exist between the twodepartmental structures.Salespeople, Sales Managers & F&I Managers www.davidlewis.comneed to develop better lines of communicationif they are to collaborate effectively and worktogether to benefit the Customer and producemore revenues for the dealership and for14 Dealership OverDrive

The DLA Training Centers are your one-stop trainingfacility for the entire Dealership! Hundreds of students go through our doors monthly. Are you one of them?If not, become a member and join today!When you think Training, Think DLA!w22ww.davDidelaelwerish.ciopmOverDriveDealershwipwOwv.dearDvirdivlewis.co12m5

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To Serve You!Expert Automotive Training That Gets Results!The DLA Automotive Training Centers offer all Dealerships the ability to engagein a superior Training Program with a strong curriculum and top-notch training.• Salespeople • Secondary Finance• Sales Managers • Service Advisors• Internet/BDC Managers • Service Managers• Internet/BDC Staff • Parts Managers• F&I • Body Shop ManagersFor more information regarding available DLA courses, please callww8w0.da0v-id3le7w4is.-c3om314 ext. 215 or visit us online at: www.DdeaalevrisdhipleOwveriDsr.ivceom17

LEADERSHIP A Natural Talent or a Learned Skill?If you have ever done a study on Leadership, demanding or pushy in this time where everyone you will find it is one of the most difficult expects a trophy, regardless of whether or not they things to define but one of the easiest to contribute anything of value to the world they live in.recognize. That’s because Leadership comes inmany forms and styles but always has the result So, what makes someone a Leader? Is it naturalof causing others to follow in its path; even when born talent or something anyone can achieve ifit goes against conventional wisdom to do so. they desire to be a Leader and are willing to doLeaders aren’t always loud and overwhelming, but what it takes to become one?they sometimes come in such a package. Theyaren’t always big and formidable, but often they In my experience it is both.appear so even if they lack great physical stature. Some people seem to have a natural personalityThe one single trait that all Leaders have (though that inspires them to act in such a way that othersoften it comes without a lot of fanfare) is their tend to follow them. Others may reveal no suchability to inspire others to follow. As one such tendency in their early life, but the actions theyperson said it so eloquently, many, many years take in the process of maturing causes them toago: “If your actions inspire others to dream more, become Leaders that inspire others to strive forlearn more, do more and become more, then you greater purpose and achievement.are a leader.” John Adams, Americas 2nd President. Not everyone wants to be a Leader. It’s a lot ofI have always been intrigued by the idea of responsibility and carries with it certain demandsLeadership and what it is that makes someone a that might seem not worth the effort to some. But,leader that others want to follow. I wanted to write for those who aspire to become a Leader, I havea book about it and in 2013 I was able to fulfill confidence that the things I will share with you canthat desire with the release of my 2nd book: ‘The help you develop the qualities that I have seen inLeadership Factor.’ the Leaders I have known. So, let’s look at some traits that can be found in Leaders that may inspireHaving had several Leaders in my life that inspired you to find and develop them in your own to be who I am, I felt it was important to passon the things I have learned about Leadership to Leadership is about influencing othersothers who might aspire to be leaders in their ownlife and career. All of us influence others in some way or another. Whether our influence is good or bad dependsSadly today, Leadership is in crisis all around us. upon the views we hold and the passions that driveWe live in a time when it is in great demand, yet us forward in our life goals. We will ultimatelyfewer and fewer people are stepping up to offer act on what we believe and if we truly believe thatit. Those who do are often attacked as being too the goals and visions we have for life are worth18 Dealership OverDrive

achieving, we will do what it takes to make them How Can I Become A Leader?become a reality. We may not know what it takeswhen we first start moving forward, but we will It starts with who and what you allow to influencestrive to learn what is needed if we truly want to your life. Who are the people that offer a positiveachieve the goal. model of influence? Some may be cynical and always see the impossibilities rather than theLeadership is about creating change possibilities. They may view Customers as aand facilitating growth necessary intrusion to be overcome rather than the source of all benefits they receive from their job.It is often during the process of change and growth They may privately put down their Manager orthat others are inspired to follow us. When we put Dealer as someone who doesn’t deserve to beforth the effort to learn and grow, we will usually running things but just got there because of thebe rewarded by a growing desire to learn more. people they know. Do they encourage you toWhen that occurs, the natural instinct of a Leader learn more and become more adept in the skillsis to help others do the same. They share what you need, or do they rely on outdated methodsthey are learning with others who desire more for and refuse to change just because ‘that’s thetheir own life. Without a commitment to learn, way they have always done it’?change rarely takes place and things remain thesame as they have always been. If you choose to follow them and their ideas you will most likely adapt those same attitudesThough not everyone wants to be a leader, most and will be less likely to become an effectivepeople will follow someone who is willing to take Leader yourself.the responsibility required to lead. Life usuallycomes down to being a process of decisions and What about those who see their job as an opportunitychoices. The voices we allow to influence our to move forward in their chosen profession? Theydecision making will become the forces that drive aren’t always complaining about the Customersus in the direction we will go. they serve, the money they make, the Managers they work for or the hard work and long hours theyLeadership Deals With People and must put in to advance their career. They invest inTheir Dynamics furthering their knowledge and abilities and work to develop skills that will help them advance theirEveryone is unique and different and has the career to new heights.potential to build a life and career worth achieving.Leaders know this and are willing to get to know If you choose to follow them you will probablythe people they lead in order to help them develop adapt that same attitude and be more likely totheir potential for success. Not everyone views become an effective leader yourself that cansuccess in the same way or has the same goals as influence others in a positive way.others. A Leader helps others see how to achievethe goals they have and inspires them to reach If you desire to be a Leader, choosing what andhigher if they truly want to achieve more. who will influence the direction of your life and career is really up to you. But, realize that theLeaders get to know their people and are willing to choices you make will be the defining factors ininvest the time it takes to understand their talents forming you to become the Leader you want to be.and personality. In this way they can learn howbest to help them move forward toward the success I encourage you to read my book: ‘The Leadershipthey are seeking. They know when to guide and Factor.’ In it you will find definitive answers andencourage, and when to give a little push if necessary. steps to follow for becoming a Leader.Leaders realize their own goals include helpingothers achieve the goals they have set for Dealership OverDrive 19

ASMPadraloevnagsanrgacememdsentMaAnPdarSgvoeeagmrnrvcaeiemcndetsMinapnraogdeumcetinvtitay,ngdroLsesadperorsfihtipanTdradineivneglodpesaignnaeudthtoenptricovwidoerkainnginccurletuarsee. Mannella at 800-374-3314 ext. 215 or visit us at: www.davidlewis.comFo2r0inforDmeaatlieornsh, ippleOavseerDcraivlleMary

GROWING TEAMWORK IN A COMPETITIVESALES ENVIRONMENTAfriend of mine once told me a story know him, and as he was getting ready to wave about an experience he had in his first back he heard someone behind him and turned to week as a car Salesman. He was getting find another Salesperson vigorously waving at theused to the idea that selling cars was a bit approaching couple. With that, he assumed thatdifferent from his previous job, but what he wasn’t the other Salesperson had already talked with thatready for was how competitive the Salespeople couple and moved out of his way so he couldwere with each other and how far they would go greet his Customers. He later found out that theto get the next Up that came on the lot. He had other guy hadn’t actually met them before but byalready sold a couple of cars that first week and standing behind him and waving, that Salespersonwas feeling pretty good about his new job. They managed to steal the Up that should have been his.used a common up-sheet at this dealership wherethe Salespeople would list the names of Customers My friend survived the experience after sufferingthey had spoken to, next to their own name and the a round of guffaws from the other Salespeople, butdate, to show which Salesperson had taken the Up. he came to a conclusion that day that stuck with him for quite a while: on the car lot it’s “everyOne day, while standing on the showroom deck, a man for himself.”couple got out of their car and started walking inhis direction, waving as they walked. He wasn’t A car dealership can certainly be a highlysure he remembered them, but they seemed to Continued on next Dealership OverDrive 21

competitive environment, and it should be. But, in the process of building their team. A Leaderit doesn’t need to be a gang of thieves doing leads and when they do so others will follow. Truewhatever they want, good or bad, just to sell a car. Leaders get their reward from the success of theIn fact, I have proven over my 30 years of sales people they lead. They make their team memberstraining that a group of highly trained and their first priority and guide them in the way ofmotivated salespeople working together as a team excellence by demonstrating excellence in theircan create an environment where everyone who own life and together can make more money than theynormally would just working as lone wolves. The Like a coach on a sporting team, a Leader gets toDealership makes more revenue as well, and the know the strengths and weaknesses of his or herCustomers are more likely to leave having had a individual team members and works with them tosatisfying purchase experience. become the best they can be. Leaders help each team member achieve the goals they have set forHistorically, the car business has often been a themselves as they strategize together and developrigged system. For instance, if a Sales Manager a path for excellence and success. A Leader knowschooses to play favorites, he can funnel customers that everyone has the ability to succeed if theyto a certain Salesperson he likes best, making it are willing to invest the hard work, commitmenteasier for that Salesperson to get the bonus money. and dedication it takes to become a winner. ByThat approach usually makes the other team understanding the persons’ gifts, talents andmembers feel slighted and promotes a hostile personality, they help to release the championself-serving environment in the Sales Department. within them to achieve greater success.There are, of course, many other ways to achievethis result. From this ‘dog eat dog’ approach to Because of the natural ego that tends to drive mostselling, many of the worst practices were born that people who get into sales, trying to get them tohave given our business such a bad reputation in work as a team can be like herding cats, but itthe marketplace. doesn’t have to be. Salespeople working together can create an environment for success and make aSo, how does a Dealership build a Teamwork tremendous statement to Customers in the process.environment in their Sales Department? It starts When Salespeople avoid the temptation to talkwith the Leadership. From the GM down through down about other staff members, management,the ranks of management there has to be a desire and the dealership the brands they sell, it fostersand commitment for what a teamwork mentality a positive atmosphere that even influencescan provide in the way of work environment, sales Customers in a positive way.production, customer satisfaction and, of course,profits. It doesn’t matter how well people get Car Salespeople have a tradition of holdingalong if it’s not bearing fruit in profits to the negative views and making negative statementsbusiness. That means both the dealership profits about Customers. The best example of this is theand the earnings and bonuses of management idea that “buyers are liars.” It has been passedand staff. down for generations and can become a powerful force for creating negative attitudes andTo begin with, not everyone who is in charge is a perceptions about the people who actually provideLeader. A true Leader sets the pace for those who the money that fund their paychecks. Terms likeare expected to follow, and does so by leading Lay down, Roach or Croak & Choke all reinforcefrom the front rather than pushing from behind. If a negative mindset about the work we do and thea Sales Manager wants the Salespeople to grow Customers we serve. It is unhealthy and depletestheir skills, they must provide them the tools and the positive energy that leads to positive attitudestraining necessary and become directly involved and real success.22 Dealership OverDrive

Growing Teamwork in a Competitive Sales Environment, continued positive can replace the negative and can become the standard operating procedure of your entireCriticizing other team members should be avoided team and even spread throughout your all times. Salespeople can fall into the negative Helping each other and finding ways to encouragepractice of openly or privately criticizing their and strengthen your co-workers from the bottompeers or management with negative phrases and up can build an environment that makes peopleterms about how they do or don’t do their job. want to come to work and makes Customers wantPurging your work environment of these negative to do business with your dealership. When thisforces takes a commitment and real desire on the happens, everyone benefits.part of every team member to eliminate thesekinds of attitudes and expressions completely, and It is possible and advisable to work at buildingstrive for encouragement and positivity. It can a teamwork model in your Sales Department. Itand must be done if you truly desire to grow a is truly the best way to go for those who want toteamwork environment in your Sales Department. enjoy their work and build a lasting and enduring career that grows and prospers. It can also bringTo quote Author Ernest Holmes from his book great benefits to those who desire to build a solid‘The Science of Mind,’ “Life long habits of wrong base of loyal Customers.thinking can be consciously and deliberatelyneutralized, and an entirely new order of mental When people love their work and the people theyand emotional reaction established in the mind. work with, their Customers won’t have to wonderMerely to abstain from wrong thinking is not where they are and they can easily find themenough; there must be active right thinking.” when it’s time to buy their next vehicle from their favorite car Salesperson.By practicing positive and encouraging thoughts,language and actions about Customers and peers,and making it a standard practice of your team, Dealership OverDrive 23

What theService Lane Says to Customers24 Dealership OverDrive

If you have ever gone to a dealership service In times when many people are running to and department where it was almost impossible to fro trying to keep up with all the things it takes to figure out where the service drive was, you can stay afloat these days, when the places they chooseappreciate the frustration that can accompany such to do business offer a nice break from the hecticthings. Even worse is when you finally find it, but world around them, it can make a positiveit looks so uninviting you wonder if you should impression on them and be a highlight rather thango somewhere else to get what you need. That is a drag. This is possible to achieve in a servicenever good I assure you, and whenever either of department and it all starts in the drive lane wherethese is the case, something drastic needs to be Customers first experience what you have to offer.done, and it needs to done be as soon as possible. If they see a technician walking around in anThe competition for service Customers is so thick unkempt manner looking like a grease monkey ortoday with so much expansion happening in the drive up to find a service writer or advisor sittingsecondary repair market, you want to make sure in their booth eating their lunch, how does thatyour service department is doing everything they inspire them to expect a professional experience incan to get the available business that is out there. the service department? You only get one chanceThis can include every aspect of how you go to make a first impression. Shouldn’t all of theabout winning and maintaining service Customers stops be pulled out to make sure it’s a good oneincluding everything from modernizing your every time?facility to adding a Service BDC. Are your service advisors already prepared forTo start with, it can make a big difference to make Customers who have made an appointmentyour service lanes as inviting as possible for when they arrive? Do they already have theirCustomers coming there for service. We live in a information pulled up on the computer or willvisual society where a picture or image truly does they need to start looking for the Customersspeak a thousand words . . . or more! How your information to get started taking the complaintservice drive appears to Customers can say a lot and getting the information they need for theto them about your priorities and how you feel technicians? How much better would it be if,about Customer Care. when the Customer arrived, they were already prepared to receive them and had everything theyIs the signage directing Customers where to go needed to get started helping them right away?clear and easy to follow? Is the service drive keptclean and attractive to Customers sitting in the What the Service lane says to a Customer whenlane? Are your service advisors readily available they first pull up can make or break the entireand already waiting when Customers arrive for an experience that follows. Make it a good one forappointment, or does the Customer have to sit and them and you won’t regret it. It doesn’t take thatwait for them to show up? Do you have attractive much work to see that everything makes a positivesignage showing current specials that are being impression on your service Customers, but neitheroffered and nice displays that promote your brands does it take that much to fail to make a goodand the products you sell? impression when no thought or care is given to how your service lane impacts a Customers desireAll of these things can add to the inviting to do business with your dealership.atmosphere of your service department whenCustomers first arrive there and drive into thelane to start the process of having their vehicleserviced. Or, in reverse, they can add to thenegative feelings Customers have who don’treally want to be there in the first Dealership OverDrive 25

Saturday Nightin Old Town -A ClassicCar ParadeIf you haven’t yet finished your vacation Located just minutes from Disney World in plans for the up-coming holiday season, Kissimmee, Old Town is a unique walking district one of the most interesting tourist attractions that transports visitors back in time. Here you canto be found around Disney World Florida is a place find over 50 unique shops, restaurants, bars andknown as ‘Old Town,’ just a few miles from the family friendly amusements from anything like theMagic Kingdom in Kissimmee, Florida. original carnival ‘Scrambler’ to thrill seeker rides like ‘The Wind Storm’ roller coaster, ‘The DropFounded in 1986, Old Town is the re-creation Zone’ or the 340’ high ‘Sling Shot’ that shootsof a classic turn of the century Florida town that riders into the sky in a cage type seat connectedfeatures historical architecture and distinctive to bungee cords. Whether you like being droppedstorefronts for visitors who come to walk and shop from the sky for a 340’ freefall or launched intothere at this unique stop on the Central Florida thin air on what are essentially huge rubber bands,tourism to-do list. At Old Town you can experience you’ll find everything you need for a good doseshopping, dining and entertainment that breaks of thrills at Old Town.from the typical theme park experiences found inOrlando and takes visitors back to the past glories Complete with a special area for the little kidsof late 19th and early 20th century America.26 Dealership OverDrive

called ‘Fun and Wheels’ this is the perfect des- all lined up with their blower fed engines ortination for an afternoon or night of fun with massive hemi-heads roaring like Funny Cars atfriends and family. There are great diversions for a drag strip.non-thrill seekers as well like mining for gold at‘Black Market Minerals’ or picking up hand-made Low Riders that bounce down the avenuespa supplies at ‘Soap Company.’ You can also occasionallygrace the car cruise and there arecatch a magic show at ‘Great Magic Hall,’ try a always a lot of old vintage pick-ups, Woodies,classic game of Skee-Ball at ‘Happy Days Family panel wagons and specialty trucks that make theAmusement Center’ or relax with a beer or your crowd go crazy when they go by, always temptingfavorite cocktail while enjoying a concert at Old old guys like myself to want to go find one andTowns outdoor Main Stage. rebuild it to its original state.But, far and away the biggest draw Old Town has Then there are the original classics, the Model T’sto offer is its ‘Saturday Nite Classic Car Cruise’®, and Model A’s from the turn of the centuryAmerica’s longest continuous running car cruise. that somehow look like they’ve never leftVisitors who come here can step back in time and the showroom floor. These go sputtering byexperience a car show like no other with hundreds seemingly unaware that anyone else is even there;of classic cars dotting the various parking areas old men who look like they are out taking their girlbehind the shops and on the side streets, all leading for her first automobile ride in the country.up to the classic car cruise that starts at 8:30 pmeach and every Saturday night. Of course there are also plenty of Chevrolet Corvairs, AMC Ramblers, Metropolitans,If you are a classic car buff on any level, or if you Gremlins and Pacers to remind us that not everyare in the market for a vintage gem like one you classic made the grade with the car buying public.grew up with in your youth, this is the place to be Oddballs like the unique Studebaker Wagonaireon Saturday nights. People line the main street of and the BMW Isetta with the door that made upOld Town for the 8:30 car cruise to watch some of the entire front of the vehicle, can turn anyone’sthe most desired collectable cars and trucks pass eye for a second at a slow 5 mph. Get there early if you want tosee them parked and talk with their owners. Some So, if you have never been to Kissimmee, Floridawill arrive in the afternoon in order to get their before or if you are planning to take a trip tolineup assignment for the cruise run. While they Disney world and want a great diversion to breakare waiting, many of the cars are parked behind the crowds and lines of endless waiting at thethe shops or on the side streets for visitors to theme parks, try Old Town on a Saturday night.view up close. It is certainly well worth the effort and if you’re on a tight budget and want a great freebie to capOn any given Saturday night you can see cars and off your vacation, it doesn’t cost anything to justtrucks from the most elaborate and expensive go and watch the Classic car run once. It stillBentley Limo’s or Stutz Bearcats to humble gives you something to end the trip on if you’vevintage Simcas or VW bugs lined up right behind spent all your money and cashed in all yourClassic Packard Clippers, Lincolns Continentals, travelers checks.Ford Thunderbirds, Chrysler Imperials, Cadillac’s,Buicks and Chryslers from the great cruiser era Trust me! You won’t regret it and it will be a funof the 1950’s. The endless line of Muscle cars is time for all the family or just anyone looking for asomething that always draws crowds including unique, once in a lifetime journey into the past.those which many people coming from othercountries have never seen before. GTO’s, Hurry though if you can. The past doesn’tCorvettes, Mustangs, Novas, Malibu’s, Chargers, last Dealership OverDrive 27

Everything starts with the customer Internet/BDC Training This complete program for both internet and inbound phone leads. Expert Training from the initial contact with your customer through long term ongoing sold and unsold customer follow-up. 28 FoDr einafolerrmshaitpioOn,vpelreDarsiveecall Mary Mannella at 800-374-3314 ext. 215 or visit us at:

UpcomingCourses Philadelphia Training CenterOCT 10/3 NOVReceptionist/Phone Operator/ 11/1 Understanding Your Customer (9-1pm) 11/2 Common Mistakes Salespeople Make (1-5pm) 10/4 Administrative (9-1pm) Negotiations for Salespeople (9-1pm) Advanced Service Advisor Techniques Business Etiquette (1-5pm) 10/5 Advanced Service Advisor Advanced Service Manager Concepts Program (Day 2) Advanced Service Management Program (Day 1) 10/6 Management Service Advisor Training (9-1pm) 10/7 Advanced Sales Management 11/3 Advanced Service Revenue Creation (1-5pm) 10/11 Advanced Sales Management Program (Day 1) 11/4 Advanced Service Management Program (Day 2) 10/12 Understanding the Service Customer (9-1pm) 11/7 Understanding the Service Customer (9-1pm) Service Advisor Phone Techniques (1-5pm) Advanced Service BDC Concepts (1-5pm) Advanced Service Advisor Program (Day 2) Advanced Service Management Program (Day 3) Leadership (9-1pm) Advanced Sales: Level 1 Coaching (1-5pm) Advanced Sales Program (Day 1) Advanced Sales Management Program (Day 2) Objections: Level 1 Effective Service Walk Arounds (9-1pm) Advanced Sales Program (Day 2) Advanced Service Advisor Program (Day 3) Leasing for Salespeople (9-1pm) Prospecting & Follow-Up (1-5pm) Advanced Management Negotiations (9-1pm) 11/8 Advanced Sales Program (Day 3) Hiring/Motivation (1-5pm) 11/9 Phone-Ups: Level 1 Advanced Sales Management Program (Day 3) Advanced Sales Program (Day 4) Train the Trainer (9-1pm) 11/10 Entry Level Sales (Day 1) Leasing for Managers (1-5pm) 11/14 Entry Level Sales (Day 2) Advanced Sales Management Program (Day 4) 11/15 Negotiations for Salespeople (9-1pm) Business Etiquette (1-5pm) Common Mistakes Salespeople Make (9-1pm) Understanding Your Customer (1-5pm)10/17 Social Media Marketing for Salespeople 11/16 Entry Level Sales (Day 3)10/18 Advanced Sales: Level 1 11/17 Entry Level Sales (Day 4) Advanced Sales Program (Day 1) 11/18 Entry Level Sales (Day 5) 11/21 Social Media Marketing for Salespeople10/19 Objections: Level 1 Advanced Sales Program (Day 2)10/20 Leasing for Salespeople (9-1pm) Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 3)10/21 Phone-Ups: Level 1 Advanced Sales Program (Day 4)10/24 Entry Level Sales (Day 1)10/25 Entry Level Sales (Day 2)10/26 Entry Level Sales (Day 3)10/27 Entry Level Sales (Day 4) 10/28 Entry Level Sales (Day 5)For more information call 800-374-3314 ext. Scheduled course dates are subject to change without prior notice. 29 Please check for updated class dates and details. Dealership OverDrive

UpcomingCourses NY/NJ Metro Training CenterOCT 10/3 Negotiations for Salespeople (9-1pm) NOV 11/1 Advanced F&I Concepts (Day 1) Business Etiquette (1-5pm) 11/2 Internet/BDC: Lead Generation (Day 1) 10/4 Advanced Sales: Level 1 Advanced F&I Concepts (Day 2) Advanced Sales Program (Day 1) Internet/BDC: Lead Generation (Day 2)10/5 Objections: Level 1 11/7 Advanced Sales: Level 1 Advanced Sales Program (Day 2) Advanced Sales Program (Day 1)10/6 Leasing for Salespeople (9-1pm) 11/8 Objections: Level 1 Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 2) Advanced Sales Program (Day 3) 11/9 Leasing for Salespeople (9-1pm)10/7 Phone-Ups: Level 1 Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 4) Advanced Sales Program (Day 3)10/11 Social Media Marketing for Salespeople 11/10 Phone-Ups: Level 110/12 Receptionist/Phone Operator/Administrative (9-1pm) Advanced Sales Program (Day 4)10/24 Entry Level Sales (Day 1) 11/14 Common Mistakes Salespeople Make (9-1pm) Entry Level Service Advisor (Day 1) Understanding Your Customer (1-5pm)10/25 Entry Level Sales (Day 2) 11/15 Business Etiquette (9-1pm) Entry Level Service Advisor (Day 2) Negotiations for Salespeople (1-5pm)10/26 Entry Level Sales (Day 3) 11/21 Advanced Service Advisor Techniques Entry Level Service Advisor (Day 3) Advanced Service Advisor Program (Day 1)10/27 Entry Level Sales (Day 4) 11/22 Understanding the Service Customer (9-1pm) Entry Level Service Advisor (Day 4) Advanced Service Phone Techniques (1-5pm)10/28 Entry Level Sales (Day 5) Advanced Service Advisor Program (Day 2) 11/23 Effective Service Walk-Arounds (9-1pm) Advanced Service Advisor Program (Day 3) 11/28 Entry Level Sales (Day 1) 11/29 Entry Level Sales (Day 2) 11/30 Entry Level Sales (Day 3) “Brian Sherman led two days of engaging and valuable material that can only be beneficial to Winner Ford of Cherry Hill. I can’t wait to implement these practices and make our dealership unique. Looking forward to my next David Lewis class!” - Rebecca Regii, Winner Ford of Cherry Hill For more information please call 800-374-3314 ext. 215Scheduled course dates are subject to change without prior notice. Please check for updated class dates and details.30 Dealership OverDrive

UpcomingCourses Pittsburgh Training CenterOCT 10/3 Advanced Sales: Level 1 NOV 11/1 Negotiations for Salespeople (9-1pm) 10/4 Advanced Sales Program (Day 1) 11/2 Common Mistakes Salespeople Make (1-5pm) Objections: Level 1 Advanced Service Management Concepts Advanced Sales Program (Day 2) Advanced Service Management Program (Day 1)10/5 11/3 Management Service Advisor Training (9-1pm)10/6 Advanced Service Revenue Creation (1-5pm) Advanced Service Management Program (Day 2) 11/4 Understanding the Service Customer (9-1pm) Advanced Service BDC Concepts (1-5pm) Advanced Service Management Program (Day 3) AUTOMOTIVE TRAINING CENTERLeasing for Salespeople (9-1pm) Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 3) Phone-Ups: Level 1 Advanced Sales Program (Day 4)10/7 Understanding Your Customer (9-1pm) 11/7 Advanced Sales: Level 1 Common Mistakes Salespeople Make (1-5pm) Advanced Sales Program (Day 1)10/11 Advanced Sales: Level 2 11/8 Objections: Level 110/12 Objections: Level 2 Advanced Sales Program (Day 2)10/13 Internet/BDC: Lead Generation (Day 1) 11/9 Leasing for Salespeople (9-1pm) Advanced F&I Concepts (Day 1) Prospecting & Follow-Up (1-5pm) Advanced Sales Program (Day 3)10/14 Internet/BDC: Lead Generation (Day 2) 11/10 Phone-Ups: Level 1 Advanced F&I Concepts (Day 2) Advanced Sales Program (Day 4)10/17 Phone-Ups: Level 2 11/14 Entry Level Sales (Day 1)10/18 Advanced Sales Management 11/15 Entry Level Sales (Day 2)10/19 Advanced Sales Management Program (Day 1) 11/16 Entry Level Sales (Day 3)10/20 Leadership (9-1pm) 11/17 Entry Level Sales (Day 4)10/21 Coaching (1-5pm) 11/18 Entry Level Sales (Day 5) Advanced Sales Management Program (Day 2) Entry Level Sales (Day 1) Entry Level Sales (Day 2) Pittsburgh, PAAdvanced Management Negotiations (9-1pm)11/28 Entry Level Sales (Day 3) Hiring/Motivation (1-5pm) Advanced Sales Management Program (Day 3) 11/29 Train the Trainer (9-1pm) 11/30 Leasing for Managers (1-5pm) Advanced Sales Management Program (Day 4)10/24 Entry Level Sales (Day 1) “Very informative and refreshing to learn something10/25 Entry Level Sales (Day 2) new. Being in the business for just under three years10/26 Entry Level Sales (Day 3) this is the first time I have been taught the proper10/27 Entry Level Sales (Day 4) way to handle a phone-up! I look forward to using my10/28 Entry Level Sales (Day 5) new skills to see how much my sales will rise! I look forward to more sessions! Thank you!!” - Candace Carney, Scott HondaFor more information please call 800-374-3314 ext. Scheduled course dates are subject to change without prior notice. 31 Please check for updated class dates and details. Dealership OverDrive

“Train with DLA! Their approach, ideas and method of training work. Your Customers will love the process, your Salespeople will enjoy the training, you will sell more cars and your grosses will increase. Is thereScott Casebeerany better reason than that?Dealer, CapitalAuto Group, Inc.“IN-DEALERSHIP TRAININGSales Training • F&I Training • Internet/BDC • Sales Management • Secondary Finance • Fixed OpsFor more information, please call Mary Mannella at 800-374-3314 ext. 215 or visit us at:

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