"How Ticking Off Your Competition Can "How Ticking Off Your Competition Can Create Significant Financial Opportunity Create Significant Financial Opportunity

For Your Dealership In Less Than 90 Days"For Your Dealership In Less Than 90 Days"

Tracy E. Myers, CMDTracy E. Myers, CMD Frank Myers Auto MaxxFrank Myers Auto Maxx

tracy@frankmyersauto.comtracy@frankmyersauto.com

Executive Meeting—Orlando, Florida November 8th - 10th, 2009

Grow any dealership by obliterating the “same is lame” mentality that has poisoned the automotive industry

& left it for dead.

Do You Know These Men?Do You Know These Men?

NO?! NO?! They represent…They represent…

•• The dealer next door.The dealer next door. •• The dealer you see at the auction every week.The dealer you see at the auction every week. •• The dealer you call to get “buy figures” on your trades.The dealer you call to get “buy figures” on your trades. •• The dealer you call when business is slow to shoot the breeze with.The dealer you call when business is slow to shoot the breeze with. •• Your buddy, your pal, your chum, your companion, your comrade…Your buddy, your pal, your chum, your companion, your comrade…

THEY ARE YOUR THEY ARE YOUR COMPETITION COMPETITION YOU IDIOT!!!YOU IDIOT!!!

It’s A Dog Eat Dog World, Baby!It’s A Dog Eat Dog World, Baby!

The question is…

Which Dog Are You?Which Dog Are You?

Ask Yourself:Ask Yourself:

“If all car dealers sell the same cars (and they do), “If all car dealers sell the same cars (and they do), buy them at the same places (and they do) and pay buy them at the same places (and they do) and pay the same price for them (and they do)...the same price for them (and they do)...

THEN WHAT MAKES A CONSUMER CHOOSE THEN WHAT MAKES A CONSUMER CHOOSE YOU OVER YOUR COMPETITOR?” YOU OVER YOUR COMPETITOR?”

IT’S EASY!IT’S EASY! Just follow one of Uncle Frank’s Golden Nuggets:

“Tick Off “Tick Off Your Competition!”Your Competition!”

Tick Off #1

POST YOUR PRICES, PAYMENTS, DOWN PAYMENTS & POST YOUR PRICES, PAYMENTS, DOWN PAYMENTS & FULLY DISCLOSE THE TERMS ON EVERY CAR AND IN FULLY DISCLOSE THE TERMS ON EVERY CAR AND IN

EVERY AD…EVERY AD…WITH NO FINE PRINT!!!WITH NO FINE PRINT!!!

• Most, if not all, of your competitors shy away from revealing prices, payments and down payments up front. If you do it, you will be perceived as one of the “Good Guys”.

• The “Good Ole Boys Club” HATES full disclosure and they LOVE fine print in their

ads. WHY? _____________________________________________________________ What would happen if you fully disclosed EVERYTHING up front? Window stickers, website, newspaper...EVERYTHING? It can be done effectively (Uncle Frank can show you how). • Do you think a consumer would be more hesitant or less hesitant if there was full

transparency in your sales process? Why? NOTES: NOTES:

Tick Off #2

STOP PAYING YOUR SALESPEOPLE COMMISSION… AS SOON AS POSSIBLE!

• Are you still paying your Salespeople 100% commission OR draw versus commis-

sion OR a small salary plus commission? WHY? ______________________________________________________________________ • The “Good Ole Boys Club” HATES Non-Commissioned Sales Professionals and

they LOVE to pay100% commission. WHY? ______________________________________________________________________ What would happen if you paid your Sales Professionals a competitive salary PLUS bonuses for the exceptional service they provide to your customers ? It can be done effectively (Uncle Frank can show you how). • Do you think this pay plan would reduce or increase turnover? _________________ • How much does employee turnover cost you every year? ______________________ • Do you think a consumer would be more hesitant or less hesitant if they knew

your sales staff didn’t work on commission? Why?

Tick Off #3

GIVE YOUR CUSTOMERS A FREE WARRANTY ON EVERY CAR YOU SELL...AND MAKE AN ADDITIONAL

$80,400.00 PER YEAR!!!

• Are you still selling your used cars “AS IS/NO WARRANTY? WHY? ______________________________________________________________________ • The “Good Ole Boys Club” HATES dealers that give a FREE warranty on their used

cars. WHY? ______________________________________________________________________ • What would happen if you gave your customers a FREE limited warranty on the

car that they bought? It can be done effectively and profitably. (Uncle Frank can show you how).

• Would it reduce or increase consumer confidence? ____________________________ • How much do unhappy customers cost you every year? ______________________ • Do you think a consumer would be more hesitant or less hesitant to buy a car

from your dealership if they knew you stood behind every car you sold? Why?

Tick Off #4

GIVE YOUR CUSTOMERS A 100% FREE IRON-CLAD

MONEY BACK GUARANTEE

• Are you still selling your used cars without a return policy? WHY? ______________________________________________________________________ • The “Good Ole Boys Club” HATES dealers that have a return policy on their used

cars. Why? _______________________________________________________________________ • What would happen if you gave your customers a 100% FREE IRON-CLAD

MONEY BACK GUARANTEE on the car that they bought? It can be done effec-tively and profitably. (Uncle Frank can show you how).

• Would it reduce or increase consumer confidence? ____________________________ • How many extra cars do you think you could sell if you offered a money back

guarantee? • Do you think a consumer would be more hesitant or less hesitant to buy a car

from your dealership if they knew you offered a money back guarantee? Why?

Tick Off #5

STOP BUYING YOUR CARS AT THE AUCTION & FINALLY HAVE A BUSINESS & A LIFE THAT’S ENOYABLE, SIMPLE & PROSPEROUS

• Are you still buying most of your cars at a “brick & mortar” auction? WHY? ______________________________________________________________________ • Consumers are shopping for their cars online...why aren’t you? • The “Good Ole Boys Club” HATES dealers that buy their cars online. WHY? ______________________________________________________________________ • What would happen if you bought 85-90% of your vehicles at online auctions?

Or, better yet, what if people brought cars to your dealership for you to buy? It can be done effectively and profitably. (Uncle Frank can show you how).

• Would buying most of your inventory online give you more or less time to work

on your business (and not in your business?) NOTES: NOTES:

Tick Off #6

BUILD YOUR OWN WEBSITE & TAKE FULL CONTROL OF YOUR ONLINE PRESENCE

• Are you still paying one of the “big box” website providers a monthly fee to host a cookie cutter, template based website that doesn’t convert visitors to leads?

WHY? ______________________________________________________________________ • The “Good Ole Boys Club” HATES dealers that control their own website. WHY? ______________________________________________________________________ • What would happen if you could control 100% of the content on your website,

change it at a moment’s notice and convert more visitors to leads? It can be done effectively and profitably. (Uncle Frank can show you how).

BONUS TICK OFF #1BONUS TICK OFF #1 • Brian Pasch, Automotive SEO Expert, spoke at the 2007 Digital Dealer Confer-

ence in Nashville, TN and said: “The most important employee at a dealership in 2010 will be a full-time copywriter.” It would REALLY tick off your competition if you had a full-time copywriter AND had 100% control over your website. The combination could be a death blow to other dealers if you are the first to do it.

Tick Off #7

OFFER FREE INCENTIVES TO ALL OF YOUR GUESTS & MAKE YOUR DEALERSHIP A DESTINATION

• Is it becoming more difficult to get customers to show for their appointments? WHY? ______________________________________________________________________ • Do your guests look like they are at the dentist or at the circus when they are vis-

iting your dealership? WHY? ______________________________________________________________________ • The “Good Ole Boys Club” HATES dealers that offer free incentives and create a

fun, carnival like atmosphere. WHY? ______________________________________________________________________ • What would happen if you offered all of your guests incentives, whether they

spent money with you or not? It can be done inexpensively, effectively and prof-itably. (Uncle Frank can show you how).

BONUS TICK OFF #1BONUS TICK OFF #1 • What would be the impact if you opened a world-class gourmet coffee bar, an ar-

cade or had a family movie night? All at your dealership and for FREE!

BONUS Tick Off

BECOME A LOCAL CELEBRITY, MAKE YOUR DEALERSHIP A DESTINATION & GET OTHER DEALERS

TO ASK FOR YOUR AUTOGRAPH

• Do Americans get more excited about meeting salespeople or celebrities? WHICH & WHY? _____________________________________________________________ _______________________________________________________________________________ • The “Good Ole Boys Club” HATES dealers that become local celebrities. WHY? ______________________________________________________________________ • What would happen if you became a local celebrity? It can be done inexpen-

sively, effectively and profitably. (Uncle Frank can show you how).