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Dealership MAY 2015 TM A David Lewis & Associates Publication HowtoDealwithFemaleCustomers

Publisher’s Note A David Lewis & Associates Publication When we first decided to open MAY 2015 our DLA Training Center in Philadelphia, we were thrilled PUBLISHER in regards to the possibilities that were David Lewis ahead of us. Our goal to create a learning environment which would also serve as dlewis@davidlewis.com a time for fun and enjoyment to those who came to training was very impor- GRAPHIC COORDINATOR tant to our staff who was involved in Brian Smith the process. Having been in the RetailAutomotive Consulting Industry for many years, we knew that bsmith@davidlewis.comtraining could become dry and overly intense unless we included anelement of entertainment and relaxation in the program. Once we SALES DIRECTORdecided to go ahead with our plans, we made sure that the facilities Mary Mannellawe obtained would provide a solid classroom environment with arelaxed atmosphere that provided an element of fun and recreation mmannella@davidlewis.comas well first-class training. TRAINING LIASON2014 was a tremendous year! We had over 1,800 students attend Priscilla Youngclasses at our Philadelphia Training Center. The comments andresponses we have received from our student’s show that opening pyoung@davidlewis.comthe Center was one of our best decisions ever. CIRCULATION / SUBSCRIPTIONSSince the opening of our DLA Philadelphia Training Center in Jennifer Potter2013, we couldn’t be happier with the results we have seen and thereports coming back from those who have attended. However, jpotter@davidlewis.comthat doesn’t mean it is simply fun and games. At David Lewis andAssociates, we are very serious about our training programs and this CONTRIBUTING WRITERSattitude is why DLA Workshops are ranked as the best industry Ben Jenkinscourses year after year. All courses are taught by DLA CertifiedTrainers employed by David Lewis & Associates. Our Trainers have bjenkins@davidlewis.comextensive backgrounds in specific areas of Dealership Operationsand come from a wide range of Retail Automotive experience. This Brian Shermanprovides our students with the best and most effective provenprocesses rooted in a long history of working in this industry. bsherman@davidlewis.comOur 9-5, Monday through Friday class rosters have made it easier Becky Nixonfor students to schedule training. Because we provide a freebreakfast and lunch at the center, our students save on expenses bnixon@davidlewis.comand tend to stick around between classes to share ideas with otherwho are attending courses. This creates a lot of energy for sharing Dealership OverDrive magazine makes every attempt toknowledge with each other and often relationships are formed ensure the accuracy of all published material. However itthat go on to become beneficial resources for those who attend the cannot be held responsible for opinions expressed or factstraining courses. supplied herein. Nothing may be reproduced in whole or in part without written permission from the publisher. All2015 is already shaping up to be a great year and the new courses rights reserved. The publisher encourages you to submitwe have added this year are going to be even more exciting and suggestions. Submitted materials become the property ofchallenging. If you haven’t signed up for a DLA Training Center David Lewis & Associates, Inc. and will not be returned. Sendcourse yet, this would be a good year to get on board and advance material for publication to 10 Suntree Place, Melbourne,your skills and your career to new and exciting levels of success. FL 32940. The editor reserves the right to edit material; submission of material constitutes permission to editDavid Lewis and publish that material. This publication is designed to provide accurate and authoritative information in regardPresident, 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. www.davidlewis.com

contents4T6P TO BE9N DETERMINED13 J16 T19 W21 A23 W25 W27 1 DLA LIVE adwww.davidlewis.com Dealership OverDrive 3

THIS PAGE WAS PLANNED FOR THE DLA LIVE INTERVIEW WITH DAVIDWHAT IS COMING?4 Dealership OverDrive www.davidlewis.com

Fixed Ops: Terms They Can Relate To, continued and how you will explain things to a Customer is well worth the effort. It is also a big part of ahourly rates, this can be extremely frustrating to Service Advisors job. Just think about the termCustomers They may be a college educated Office ‘Service Advisor.’ Who are they an advisor too?Manager at their company making $25 an hour and Isn’t that the Customer? This is just a part ofwondering why an automobile mechanic is getting the ‘Advisor’ aspect of the job: making sure thepaid $100 an hour. You can see how this could Customer understands what is being donequickly result in a suspicious Customer who thinks and what they are being charged for when thethey are being taken advantage of by the Dealership. bill arrives.Terms like Control Arm, PCV Valve or Timing Belt Happy Customers are like money in the bankmay make perfect sense to you, but that doesn’t for a Service Department. When someone findsmean the Customer has any clue what you are a good repair shop they like and trust, they aretalking about. When you tell them their ECM is likely not going to walk away. Whether that shopmalfunctioning and just leave it at that, you may is yours or the Secondary one down the streetfind them a little disconcerted when you present is up to you. If you provide excellent service atthem with the repair bill for several hundred a reasonable price and the Customers feel likedollars. I assure you they will not feel like they they are being treated well, they are likely toare the ones at fault. You may not have any ill keep coming back whenever they need service onintentions but it sure won’t feel that way to the their vehicle.Customer. These are important and expensiveissues that can make a big difference in how Part of that ‘excellent service’ is making surethey feel about you, your Service Department they know what they are getting for their moneyand your Dealership as a whole. and why that is important for maintaining their vehicles in tip top condition. Take theTime and again, the biggest problems require time to make sure your Customers understandsimple solutions. Timing is everything and these things and you will be glad that you did.delayed explanations are not the best way to goabout dealing with auto repair problems. Takingthe time to think about what you are going to sayWinners vs. Losers book adAll books are available through www.davidlewis.com and www.amazon.comwww.davidlewis.com Dealership OverDrive 5





Phone-Ups: Part 2, continued “Twenty five preprogrammed hand gestures allow you to signalSalesperson: I would be happy to help youwith that, again my name is David Lewis and you everything from a simple laneare Mr.? change to homicidal rage.”Customer: SmithSalesperson: Mr. Smith, so nice to speak withyou, I am glad you called.It is important not to over complicate yourPhone-Up Meet & Greet.Remember, you create dialogue, it doesn’t justhappen. By having a clear and structured processand being unique and inspiring, you are far morelikely to get the information you need to helpthe Customer and to convince them that you aresomeone they would be safe dealing with.In a world where car Salespeople are oftenviewed as high pressure robots who all give thesame spiel and have the same goals, being uniqueand inspiring can be just enough to give them areal reason to come in to see you.Next month we will explore the second step in thePhone-Up process, The Reply.8 Dealership OverDrive www.davidlewis.com





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.www.davidlewis.com Call 800-374-3314 ext. 215 Or register online at: www.davidlewis.com 11

UpcomingCourses Philadelphia Training CenterMAY 5/1 Entry Level Sales (Day 5) JUN 5/1 Entry Level Sales (Day 5) 5/4 Objections Level 2 5/4 Objections Level 25/5 Advanced Sales Management Concepts 5/5 Advanced Sales Management Concepts Advanced Sales Management Program (Day 1) Advanced Sales Management Program (Day 1)5/6 Leadership / Coaching 5/6 Leadership / Coaching Leasing for Managers Leasing for Managers Advanced Sales Management Program (Day 2) Advanced Sales Management Program (Day 2)5/7 Advanced Management Negotiations 5/7 Advanced Management Negotiations Hiring / Motivation Hiring / Motivation Advanced Sales Management Program (Day 3) Advanced Sales Management Program (Day 3) 5/8 Train the Trainer 5/8 Train the Trainer Advanced Used Car Management Advanced Used Car Management Advanced Sales Management Program (Day 4) Advanced Sales Management Program (Day 4)5/11 Entry Level Sales (Day 1) NEED5/11 Entry Level Sales (Day 1)5/12 Entry Level Sales (Day 2) 5/12 Entry Level Sales (Day 2) Advanced F&I Concepts (Day 1) Advanced F&I Concepts (Day 1)5/13 Entry Level Sales (Day 3) 5/13 Entry Level Sales (Day 3) Advanced F&I Concepts (Day 2) JUNEAdvanced F&I Concepts (Day 2)5/14 Entry Level Sales (Day 4) Internet/BDC Lead Generation (Day 1) 5/14 Entry Level Sales (Day 4) Internet/BDC Lead Generation (Day 1)5/15 Entry Level Sales (Day 5) 5/15 Entry Level Sales (Day 5) Internet/BDC Lead Generation (Day 2) SCHEDULEInternet/BDC Lead Generation (Day 2)5/18 Business Etiquette Advanced Sales Level 2 5/18 Business Etiquette Advanced Sales Level 25/19 Advanced Sales Level 1 Advanced Sales Program (Day 1) 5/19 Advanced Sales Level 1 Entry Level Service Advisor (Day 1) Advanced Sales Program (Day 1) Entry Level Service Advisor (Day 1)5/20 Objections Level 1 5/20 Objections Level 1 Advanced Sales Program (Day 2) Advanced Sales Program (Day 2) Entry Level Service Advisor (Day 2) Entry Level Service Advisor (Day 2)5/21 Leasing for Salespeople 5/21 Leasing for Salespeople Prospecting & Follow-Up Prospecting & Follow-Up Advanced Sales Program (Day 3) Advanced Sales Program (Day 3) Entry Level Service Advisor (Day 3) Entry Level Service Advisor (Day 3)5/22 Phone Ups Level 1 5/22 Phone Ups Level 1 Advanced Sales Program (Day 4) Advanced Sales Program (Day 4) Entry Level Service Advisor (Day 4) Entry Level Service Advisor (Day 4)5/25 Entry Level Sales (Day 1) 5/25 Entry Level Sales (Day 1)5/26 Entry Level Sales (Day 2) 5/26 Entry Level Sales (Day 2)5/27 Entry Level Sales (Day 3) 5/27 Entry Level Sales (Day 3)5/28 Entry Level Sales (Day 4) 5/28 Entry Level Sales (Day 4)5/29 Entry Level Sales (Day 5) 5/29 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.12 Dealership OverDrive www.davidlewis.com

The Last Ride of theKingAn artistic rendition of the last known photo of Elvis Presley,who was driving into Graceland in his 1973 Stutz Blackhawk IIIjust after midnight on the day he died.If you are a fan of the late great Elvis Presley, you probably already know that he was an avid car buff. He loved luxury cars and had a special fascination for rareones with unusual body styles and lots of power and luxury.One of those that remained his favorite was the StutzBlackhawk. Elvis had five Stutz’s that he owned and whenit was time for him to leave the chauffer behind and take thewheel himself, his vehicle of choice was always a Stutz.

The Last Ride of the King, continued CEO Warren Liu they have started preparing for production of a new line of luxury sport sedansThe Stutz itself, was a superstar of sorts so it and new hybrid electric vehicles. Their websitestands to reason that the King had to have at at Stutzmotor.com is active and they are veryleast one in his collection of classics. Originally excited about re-entering the market with what theybased in Indianapolis, Indiana, Harry C. Stutz consider to be a revolution in modern luxurybegan producing vehicles under the company vehicles which they hope will bring backname ‘Ideal Motor Car Company’ in 1911 and their former glory from the early heydays of theirin 1925 changed the company’s name to Stutz great success.Motor Cars ofAmerica. They continued productionof these unusually stylish and fast automobiles There are a lot of stories that have to do with Elvisuntil 1935 when they closed up the factory. The and his Stutz cars. One of the most interesting wasStutz brand reappeared in 1968 as Stutz Motor Car told by his bodyguard Sonny West. Apparently,of America, Inc. and is still active today, though the first Stutz Dealer, Jules Meyers, came to Elvis’sales of factory produced vehicles ceased in 1995. home at Hillcrest Drive in Hollywood wanting to sign a contract with Elvis to buy a Stutz. Elvis wasStutz automobiles were some of the fastest car on so taken by the Blackhawk Mr. Meyers broughtthe road and were primarily owned by rich and with him that he offered to buy it on the spot.famous people who liked to stand out in a crowd. When Meyers tried to explain that this was the firstLike Elvis, the Stutz was a pioneer in style and had Stutz available from the factory and that he neededa unique appeal to those wanting to own and drive it to show other Customers he was trying to sell to,a show stopper that was way ahead of its time. Elvis asked him, “How do you think you will sellMany of the popular stars of Hollywood liked the more cars, when you drive it, or when the peopleStutz cars and according to legend, the first one see ME driving it around.” Apparently Mr. Meyersthat Elvis bought came close to falling into the got the point and ended up selling it to Presleyhands of Frank Sinatra who wanted it himself. and bumming a ride back home from the King.There were many Hollywood stars that owned Elvis owned five Stutz’s during his lifetime,Stutz automobiles as they were famously but his favorite car of all was a 1973 Stutzexpensive in their time and had such an unusual Blackhawk III. He would occasionally lend hisstyle of luxury that attracted that kind of other cars to friends to drive, but not that one.owner. They were considered, at the time to be Elvis would often take this car out by himself onthe world’s most expensive automobile, as the late night drives from Graceland. Tragically, itprice in 1984 could range anywhere from was the last car he ever drove just hours before his$115,000 for the Blackhawk coupe to nearly death on that fateful night of August 16th 1977.$300,000 for the Royal Limousines. That wasa lot of money for a car in those days. Frank The King still lives on in our memories and forSinatra and Dean Martin both had Stutz cars some of us Elvis remains as much of a legendand so did Evel Knievel, Sammy Davis, Jr. and today as he was back then. A couple of his StutzBarry White. Lucille Ball owned a ’71 Blackhawk automobiles can still be seen in the Elvis Presleythat she allowed to be put on display in the Auto Museum at Graceland, including the 1973Imperial Palace Hotel and Casino Auto Blackhawk that he drove on the day the heCollection in Las Vegas. died. And, like Elvis, they still hold the magical mystique that drew him and other famous peopleProduction was very limited and it is believed to them. Who knows, maybe he’s drivingthat just over 600 cars were built during the around in one right now up in heaven. He mightre-formed company’s first twenty-five years in even let Frank Sinatra take a turn at the wheeloperation. (1971–1995). Sales began to wane in every now and then just for old times sake.1985 and continued to do so on until 1995 whenthey stopped producing new cars. However, www.davidlewis.comrecently, under the leadership of President and14 Dealership OverDrive

David Lewis & Associates, Inc. (DLA) was founded in 1986 as a Training, Software and Consulting firm catering to the automotive industry. DLA’s position as an industry leader was affirmed in 1995 with the carefully structured training programs and software for Finance and Insurance, Secondary Finance and Sales Departments in Automobile Dealerships. DLA has extensive experience in all types of dealerships including both Foreign and Domestic and include single point franchises to large Dealer groups. DLA is also the developer and provider of the Auto Systems suite of software, which includes modules for CRM, Desking, F&I and Secondary Finance. We currently operate a 9,000 square foot Automotive Training Center located in King of Prussia, PA. This Center provides Training courses for entry level students to experienced advanced students, along with Management courses for Sales & Service. DLA offers an Online Training Program with over 1,200 videos and our In-Dealership Sales Training Program includes all aspects of the DLA concepts. All of our Trainers are DLA certified and have been recognized as experts in the Automotive Industry. David has been rated one of the top 5 speakers at the 2012 NADA Convention in Las Vegas and the 2013 NADA Convention in Orlando, Florida.www.davidlewis.com DLA Philadelphia Training Center 800.374.3314 500 North Gulph Road • Suite 450 • King of Prussia, PA 19406 Visit us online at: www.davidlewis.com Dealership OverDrive 15

Howto Deal withAccording to a recent article on the Women- Female Customers today often have a lot more Drivers.com website, over 70% of females knowledge about the specifics they want in a car who visit a Dealership Service Department than men do. If you think you can sell themstated that they left feeling uncomfortable about something simply because you thinkthe entire experience. Since women account for they want all of the gadgets theyover 65% of Customers coming in for service, it can get, then you may be surprisedis an issue that is really worth our consideration by how knowledgeable they areif we want to earn good Customer satisfaction when it comes to such things. It’sscores for how we handle their service needs. the same scenario when it comes to service repair on theirWomen are more emotional when it comes cars. Do not think that justto anything having to do with their vehicles. because they are women,16 Dealership OverDrive www.davidlewis.com

you can get over on them. They want to be treated Here are somefairly and absolutely despise condescension when suggestions thatthey sense it is being directed towards them. will make a big difference withIt is important to note that a larger percentage female Customers:of women participate in manufacturer surveysthan men. A large part of this has to do with Get rid of couches in the service lounge.manufacturers making such an effort to discoverwhat it is that females want in their vehicles. 1 Women want their own individual seat andNot only do women make up the majority of car also appreciate it when the magazines arebuying decisions, but according to a recent article not all about sports and race cars.in Forbes magazine in 2014, there were more Learn to make eye contact with your femalefemale, registered drivers in the US than men.So, if you have a problem when it comes to how 2 Customers. It is a tremendous sign ofto treat women in your service department, you disrespect when you cannot look someonemight want to take notes. in the eye while you are talking to them. Take the time to introduce yourselfThe future of your business largely rests in thehands of women. Females make up the biggest 3 professionally to your female Customers.part of your Customer base and that will become Listen to what they have to say and respectmore prevalent as we move into the future. And their observations about what problemsince they are the Customers filling out the they are having with their vehicle.manufacturer surveys, how you handle them, Explain the process of what you are doingcould affect your dealership in a very big way. 4 in detail. They like to make their ownIf most of them are presently leaving our service decisions and are clearly capable of doingdepartments unhappy, what can be done to turn so when they are treated with respect.things around and get them where they shouldbe? If our best Customers are not satisfied 5 Explain all necessary services in detailwith what we have to offer what is to keep them and do not just assume that they do notfrom going elsewhere when they need service understand what you are talking about.for their vehicles? Avoid any off-color jokes or profanity, asLearning the proper way to treat your female 6 well as distasteful posters on the walls inCustomers can not only add to your CSI, but can your shop or waiting area. This shouldalso increase your business and profits substantially. apply to all service employees that comeAdditionally, women tend to share with their in contact with Customers.friends and social media networks about howbusinesses treat them. If they are happy with the 7 Offer more conveniences like shuttleservice they receive at your Dealership, they will service, loaners or rental cars. most likely tell their friends about it and recommend Dealership OverDrive 17 you when they have a need for service. All in all, it’s a good time to evaluate how you handle the female Customer who comes to you for service. Making sure that you are doing the best you can to accommodate them is not only the right thing to do, but a real investment in the future health of your business. www.davidlewis.com

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New Course:Over the last few months, we have worked place within seconds of meeting someone and hard to develop a new course on Business they are hard to reverse. You only get one chance Etiquette. This is certainly important for to make a great first impression and if you blowanyone wanting to reach their true potential in that, recovering from it, is not easy.this business and help create a great Customerexperience. It is tempting in today’s casual social In a Dealership environment, our businessclimate to fall into poor habits when it comes etiquette is extremely important. How we dressto this extremely important part of our skill set. and how we carry ourselves can often be an instant decision maker for whether or not aAll of us are aware of the value of first Customer wants to deal with us. Though it isimpressions and should understand how not common today to hear the term ‘Dressimportant they can be. First impressions take for Success,’ it is no less important than it haswww.davidlewis.com Dealership OverDrive 19

New Course: Business Etiquette, continuedalways been. Those who are disheveled in theirappearance and personal hygiene, limit theirbusiness to a certain kind of Customer.Our verbal skills and our body language can betremendously influential when it comes to sellingCustomers on the idea of purchasing from us.People want to feel like they are dealing witha professional when making a large purchaseand how they feel about that can be greatlyinfluenced by our appearance and mannerisms.Are you timely with your appointments? Doyou feel good enough about your personalappearance to have the kind of confidence thatdraws people to you? Do you understand howCustomers translate these things into the respectyou have for them? You represent more thanjust yourself when you are at the Dealership.Learn how to maximize your business etiquetteand gain your Customers respect. This is thebest way to get a good chance at earning theirbusiness and keeping them as Customers for life.Contact us today for more information on this newcourse in ‘Business Etiquette.’20 Dealership OverDrive www.davidlewis.com

“I only have a limited amount of time..”Customer Obstacles are some of the most programs at David Lewis and Associates. What challenging things that car Salespeople we have discovered is that if you eliminate deal with on a regular basis. This is one the pressure and the threatening questions, andof the most popular subjects when Salespeople focus your sales presentation on relieving theattend any of our training courses because it Customer’s defensive posture, they will tellpresents such difficulty for them. Obstacles you the things you need to know to help themare not really a problem as much as they are accomplish their purchasing goals.a symptom of a bigger problem: how to dealwith Customer defensiveness that was initially Customers want to be in control of their owncreated by our own sales methods. decisions. Car salespeople have been taught for many decades to control the Customer. When aWhen I first began selling cars, I was confronted Customer sees a car Salesperson approaching,with the fact that many of the people I worked they will often throw out an obstacle to shortcutwith believed that all Customers were liars and being pressured with things they are not readythat they would tell you anything to get a better to talk about. The best way to overcome thisdeal. I am certain this is where the old ‘buyers is to be unique and inspiring and surprise theare liars’ mindset came from. As I began to study Customer by being different from how theybetter ways to be successful in my new career, usually expect a car Salesperson to be.I soon concluded that the reasons Customerslied to us was because of the questions we One of the most common Obstacles you willasked that put pressure on them to answer things hear from a customers is, “I only have a limitedthey weren’t ready to answer. The trial closes and amount of time.” This is part of the defensivethreatening questions that we asked were causing posture the Customer takes when they don’tthem to lie, often just to get us off their backs. want to be hammered with questions. Sometimes they have predetermined that they would spendNow, over 30 years later, this knowledge has only a few minutes at the Dealership just to avoidbecome a central part of our sales training this problem. Often, a couple will make thatwww.davidlewis.com Dealership OverDrive 21

“I Only Have A Limited Amount Of Time...”, continued and services are the best you will find anywhere.”agreement before coming into the Dealership It would be hard for anyone to consider thatas a way of ejecting themselves from the approach to be a pressure tactic. Instead it says,problem of dealing with a high-pressure “We are here to help you.” If there is a betterSalesperson. If the Salesperson approaching them way to preserve the Customers dignity, releaselooks especially hungry, they will shift into their their defensiveness and let them know that‘we only have a limited amount of time’ gear and you appreciate the opportunity to earn theirtry to make their escape as soon as possible. Of business, I can’t think of what that might be.course there are those who in fact do have onlya few minutes and may be on their lunch break By using the unique verbiage ‘informationalor just happened to stop at the Dealership to see gathering event’ you disarm the pressure thatthe new models and get some brochures. In most comes from the Customer thinking you arecases this is just a defensive mechanism used only interested in making a sale today. Thisto avoid the tactics they expect salespeople to doesn’t mean that you don’t want to make a saleemploy in their attempts to make a sale that day. today, because you absolutely do. But, more importantly, you would prefer to earn a CustomerWhatever the reason, the Salesperson usually for life. If that is your priority, this is a much betterhas two choices. They can ignore the Customer, way to do it than the pressure tactics that aregive them a card and let them help themselves commonly used in this situation. When you followto the brochures or they can ignore the obstacle that statement with the unique verbiage, “I’mstatement and start the combative process of going to let you control the clock” and “I cantrying to take control of the situation and the get you any brochures and pricing informationCustomer. However, there is a third choice that for you to take home to consider” you havethe Customer is not expecting which can catch made a clear declaration to the Customerthem pleasantly off guard and help release their that says, ‘This Salesperson is different fromdefensive posture. By using unique verbiage, others and definitely not what I was expecting.’you can overcome the Customer’s obstacle andhelp them feel more comfortable about dealing You see, it isn’t the obstacle that needs to bewith you. overcome, it is the mindset that Customers have about our business and the perceptionThe response that we teach for overcoming the they have about most car Salespeople; a mindsetstatement ‘I only have a limited amount of time,’ which was largely created by us.is “That’s not a problem. Can I assume that meansyou do not have to buy a car today? (Yes) We Perception is reality and the best way to changecan spend as much time as you have available. their perception is to change your reality. BeLet’s consider today’s visit as an informational the person the Customer really wants you to be.gathering event. We can look at all the cars we Respect the fact that they have come to youhave and if time permits and you do see a car looking for help to spend tens of thousands ofyou like, we can still take it for a drive. What I their hard earned dollars on a vehicle. If you do,am going to do is let you control the clock. Just there is a good chance they will spend that atgive me five minutes notice before you need to your Dealership. Recognize that they have aleave so I can get you any brochures and pricing right to expect to be treated fairly and honestlyinformation for you to take home to consider.” and if they are not treated that way, they have a right to go elsewhere.With this statement, you catch the Customercompletely off guard from what they would nor- We must never forget that Customers are ourmally expect a car Salesperson to say. You are only form of income. Without them, we not onlyletting them know that you are there to serve them. don’t sell cars, we don’t have any cars to sell.It’s like saying to the Customer, “I understand that When you work with the Customer to help themyou have a right to shop however and wherever solve their problem and reach their goal, you willyou want. In our Dealership, we are a bit different in turn be helping yourself reach your goals offrom most and we respect your right to look earning a good living and building a great career.around. In fact, we encourage you to shop aroundbecause we have confidence that our products www.davidlewis.com22 Dealership OverDrive

Are Trial Closes Effective? You may have been taught that Trial Closes are the way to get the Customer to take mental ownership of the car you are trying to sell them. They have produced results over the years or car Salespeople would not use them as much as they do. Trial Closes can be effective, but the real question is when to use them successfully. Trial Closes similar to, “If we can come together on terms and numbers, are you ready to buy the car today?” have certainly had their day in the car business. Here lies the situation: They are from a time when Customers did not have a lot of choices because they were accustomed to being pressured by car Salespeople through intimidation tactics. The customer was never in control and was rushed to make a decision before they were ready. This left the Customer feeling cheated and as a result, caused them to go elsewhere the next time they bought a car. Today, Dealership training programs work with a class of buyers that are more hesitant to make a final decision knowing that there are so many options to choose from a variety of Dealerships. Trial closes make people more defensive and they create an atmosphere of pressure. Automotive Sales Training often teaches us that we should sell on our feet and negotiate on our seat. Yet, the minute you utilize a trial close, you are in essence asking the Customer to buy, which begins the negotiation process. What if the Customers response is negative? By avoiding the Trial Close, you do not lose anything. In most cases, you will have the opportunity to ask for the sale when you sit at your desk. Why risk it prematurely? Also, consider this, if you choose to utilize a Trial Close and you get the response you were hoping for, would you have received the same response if you had waited until you were at your desk? Is the risk worth the gain? These are the types of questions David Lewis addresses during his in-dealership training programs around the country.www.davidlewis.com What are your thoughts? 23 Dealership OverDrive

TBImhepeinogrtaanLcEeADofER Part 1This article is the first part of a six part series on Leadership. In the next several issues, predicted that America was going to become an we will offer another article each month informational society where the primaryand reveal proven steps and requirements for commodity would be knowledge and ideas. Thatbecoming a successful Leader. Whether you are certainly has come to pass with the Internet andalready in a supervisory position and have a desire modern communication technologies. Where onceto improve your skills, or you want to become a personal connections were a key to reaching theLeader but are seeking the knowledge on how to top, today we can truly say “it isn’t who youaccomplish this, then this series is for you. I hope know, but what you know” that will decide whoyou will commit the time and effort to stay with will become Leaders in today’s world.me through this entire series as I know you willbenefit greatly if you do. Though the requirements of Leadership may be changing, the need for Leaders is not. In fact,In the latter part of the twentieth Century, the the evidence shows that we are in desperate needbuzzword about the future was ‘Information.’ for new Leaders today like never before. ThatMany social scientists and business experts certainly is true for the retail automotive industry as we work to develop new methods24 www.davidlewis.com

The Importance of Being a LEADER, continued below them in the pecking order. They ruled by authority and fear of loss rather than by guidingand practices that will reform our business and and inspiring others through their own knowledgetake away the negative stigmas that have for so and example. It was a style of leadership designedlong been a part of our public reputation. around the idea that right or wrong, the boss is always the boss, and if you wanted to keep yourToday’s industry Leaders are not defined by how job, you just did what you were told.long they have been in the business, but are chosenfor their ability to innovate and adapt to what both Often, those who were bosses would garnerthe Customers want and their staff needs. Many loyalty from certain employees by giving themof our most successful people today rose to the top favored status if they never questioned theirbefore they were even in their thirties. They did Leadership and kept the boss informed of anyonethis by fearless innovation and the ability to see who wasn’t living up to those standards. Thoughand meet the needs and desires of the Customer I am saying this as though it was a practice of theand their staff. past, the reality is that even today there are many in positions of authority who still operate thisWith that in mind, there are few industries that way. However, time changes everything, and theoffer more potential for Leadership than retail marketplace is alreadyautomotive. It is still one of the most favorable beginning to reject thatcareer paths that do not require a formal education method of Leadershipin order to be successful. Anyone who will work as flawed and ineffectivehard and make a determined effort to invest in in today’s business world.their own personal growth and development canfind great opportunity in our business.“People ask the difference between a leader and a boss. The leader leads, and the boss drives.” - Theodore RooseveltHowever, being a Leader isn’t for everyone and In my book, ‘The Leadership Factor,’ I write aboutbeing in charge doesn’t necessarily make someone the Five Essential Elements of Leadership. Overa Leader. It is the ability to draw others around the next six weeks I will introduce these fiveyour ideas and efforts that will distinguish Leaders concepts one at a time and discuss how they arefrom others, and to quote an unknown source, acquired and demonstrated in the development“A Leader without followers is just someone out and practice of Leadership. These principles aretaking a walk.” Too often, business and enterprises a combination of knowledge accumulated throughfail because the person expected to create success my own determination to become a better Leaderdoes not possess or demonstrate the skills and and through my personal observations from overqualities required to lead their team to victory. thirty-five years working in the retail automotive industry directly or as a consultant and trainer.There are many misconceptions about Leadershipthat are based on the old model that came out of So, join me in our next issue of ‘Dealershipthe Industrial age. In that model, a Leader was Overdrive’ where I will introduce the first ofsomeone who could drive others and often worked these ‘Five Essential Elements of Leadership,’in an isolated environment where they did their which is The Ability to Influence Others.job by issuing commands to those who worked Dealership OverDrive 25www.davidlewis.com

One of our current projects is the development This is why a written service report is absolutely of our new curriculum for training Service critical. When these are done well, it includes Advisors and others who work in Fixed the results of any diagnostics that have been doneOperations. This is such an important area of and what you’re going to do to make the repairs.any successful Dealership. With people keeping By making sure that the customers understandtheir cars longer and driving them further today, your actions and solutions, you can often reduceit will become even more important in the future. the chance for misunderstanding and create a sense of trust with the Customer. Some people take theirOne of the problems that we have found to be vehicles very personally and they are reluctant to letprominent in this area is communication between just anybody work on them. You can’t blame themthe Customers and those who work in the Service for that. Good communication can often eliminateDepartment. If Service Advisors and Techs do not this as a problem for both you and the Customer.have a clear understanding of how to communicatewith Customers in a way they understand, Some Service Departments have an Open Waitingthere will always be a wall that separates them. Area where Customers can see into the shop whereWith the rapid advance of Secondary Repair their car is sitting. They may see the technicianShops, those of us who recognize this growing just standing next to a diagnostic machine andtrend know how important it is to have a clear never even look under the hood or get underneathcommunication with our Customers if we want the vehicle. After fifteen minutes or so, if thethem to stay our Customers. Failing to learn how ServiceAdvisor comes in with a Diagnostic Report,to have clear communications with Customers, they may wonder how that came about since thecan leave them confused about what we are doing technician seemingly did nothing to the vehicle.and suspicious about our intentions and motives. If they are left without any explanation, it is understandable how they might be confused orOftentimes, experts have a difficult time even concerned. Since they are probably notcommunicating what they do to people outside aware of how the computer diagnosis works,of their profession. If you have ever tried to get they may conclude that they are being chargedclear information from your doctor, you may for the tech sitting around playing a video game.understand what I’m talking about. Sometimes, This is never good.things get lost in communication when we don’ttake the time to explain ourselves clearly. That By taking the time to clearly explain what isdoesn’t mean we have to cover all the technical being done in a language that non-technicalaspects and language that is part of modern Customers can understand, you can saveautomotive repair. But, it is important that we yourself a lot of trouble and reduce the chancetake the time to make sure that our customers of having to deal with a frustrated Customer.understand the problems their vehicles are havingand what must be done to fix them. It’s always In many cases, Service Customers alreadybest to put yourself in your customer’s shoes think they are being charged way too much.if you want to understand what they feel like. If you have a sign on the shop that outlines the26 Dealership OverDrive www.davidlewis.com

For most car Salespeople, the Demonstration any other particulars that they feel are worthy of Drive is seen as an opportunity to put the special attention. Customer behind the wheel of the car theyare looking at and let them drive it around to While all of this is going on, the Salespersonsee how they like it. They will first instruct the will usually drop an occasional trial close likeCustomer on how to adjust the seats and work the “Wouldn’t this car look great parked in yourseat belts before they guide them safely out of the driveway?” or “Where do you think you might golot and point them in the direction of their already for your first trip in your new car?” The subtletydesignated demo route. This usually consists of a is sure to impress the Customer even thoughright turn out of the Dealership after which, they they haven’t really decided yet whether or notdrive a few blocks before they make the next right they even like the car. With that put aside, if theturn and then two more right turns until they are Salesperson is really confident, they have done aback at the Dealership, where they started. good job and the Customer is ready to buy the car, he or she might instruct them to “park the car inIf the Customers are a couple, the Salesperson will the sold line’ to warn off any other Salespersonusually sit in the back seat and start pointing out who might see it and try to sell it to someone else.”all of the special amenities the car has to offer such This of course, is designed to create a sense ofas the stereo system or the comfort of the seats. desperation that will motivate them to make theirHe or she may encourage the driver to ‘give it a decision before it’s too late and another Customerlittle gas’ just to see how it accelerates and then makes it for them.may even point out how well the brakes work and 27www.davidlewis.com

The Benefits Of A Lengthy Demonstration Drive, continued everything the car has to offer them if they choose to buy it.Now, back at the Dealership, the Salespersongets out of the vehicle with the Customers, lifts Maybe they’re looking at a new mini-van for thethe hood and points to several engine parts they family. Why not take them to the nearest baseballdeem important and gives the standard external or soccer field and let the soccer mom visualizewalk-around that sounds just like the one the her kids and their friends comfortably and safelylast Salesperson they spoke with gave them at piling into the new family van with a drop downthe Dealership around the corner. All of this television screen and plenty of room for thetakes a combined total of 5 to 10 minutes and is soccer balls and cooler in the back. Moreover, ifintended to give the driver a chance to take mental it is close to the time that the kids are getting outownership of the vehicle so they will quickly of school, why not go and pick them up so theyhead to the Sales Office and happily sign the can get in on the excitement as well?paperwork and take home their new car. Whoever it was that came up with the idea that aIf this is how it’s usually done in your Dealership, demo should be a four-turn trip around the blockI can only say in the words of the current should be put on display in the Yugo Museum.generation: BORING! HIGH PRESSURE! Hey, maybe that’s why they started doing it that way in the first place. So they could guaranteeThe Demonstration Drive should be the high they would be back at the Dealership before anypoint of your sales presentation. This is where the parts started falling off the car.Customer really gets to experience first-handeverything you have told them about the car and Buying a car should be a fun and excitinghow wonderful it is. Instead of the designated experience. The Demonstration Drive shoulddemo route, why not give them the liberty of be the part of your sales process that brings outdriving wherever and however they want to the emotional juices that say to the Customer,drive so they can compare this car to the one ‘this is the car for you.’ Let them fall in lovethey now own? Maybe they would like to see with the vehicle on their own. If they like thehow it drives out on the highway they regularly experience, you won’t have to talk them intouse. This is their time to experience the car. taking mental ownership, they will do that all by themselves.Let’s not start selling the Customer and trying topump them up with exciting explanations about all The Demonstration Driveof the special benefits and the great deal you’re should be the high pointgoing to give them. This is the time to let the car of your sales presentation.sell itself with minimal interruptions from the backseat. The less visible you are the better. In fact, if - David Lewisyou say absolutely nothing, you may soon find theCustomers forgetting you are even there and start www.davidlewis.comtalking to each other about what they like and whatexcites them the most about the car.If you do suggest anything, it might be to stop at abeautiful scenic area where you can do the externalwalk-around against a visual background that addsto their excitement. We’ve all heard that selling islike acting. Well, this is theatre in its most naturalenvironment. Picture them standing next to a newconvertible with the wind blowing over a beautifullake in the background while you show them28 Dealership OverDrive

Internet / BDC This two-day course is a completeLead Generation 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-up.12.9seconds Call for dates and locations! 800-374-3314 ext. 215 Or register online at: www.davidlewis.com The most recognized automotive social network in the world. 0-60 Check out David’s videos mph and blog postings! For a new stock 1955 Chevy Bel Air www.dealerelite.netwww.davidlewis.com Dealership OverDrive 29

LIignhfotsr,mCaatmioenr!aDDebLutAingLinIJVuEne! • LIVE VIDEO INTERACTION • DAILY WEBINAR • OPEN FORUM DISCUSSIONS • SPECIAL GUESTS • INCLUDED WITH DLA ONLINE • INDIVIDUAL WEBINAR RATES AVAILABLE 800-374-3314 Visit us at: www.davidlewis.com