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Building Your Business

Building Your Business

Have you made the commitment that automotive sales are your career choice? Unless you commit, it’s impossible that you will take the necessary steps to create the business you desire. Long term thinking in addition to the normal short-term goals is the key to continued success.



When you first enter into a sales position, eighty percent of your time is spent acquiring customers and twenty percent of your time is spent maintaining those customers. Eventually, with the right efforts that model should be reversed. Eighty percent of your time should be spent maintaining your customers and twenty percent to acquire new customers.



You face a paradox of time management in building your business. The paradox is that you must work in the business and also work on the business. When you are face-to-face with customers you are working in the business but no matter how busy you are, you must find time each day to work on the business as well. Working on the business includes marketing, prospecting, follow-up, networking, delegating, automating etc.



Insurance salespeople, Real Estate salespeople and salespeople from many industries continually think and act on building their business. However, in the auto industry the majority of salespeople seem addicted walk-in traffic. Eliminating this addiction is the key to long-term success.



Lead Generation = Dollar Creation – Begin to build multiple streams of leads by building a marketing web. List every way you presently acquire leads such as walk-ins, phone prospects, be-backs, referrals, repeat customers. Then begin to list new ways you could begin to acquire leads and how you can strengthen or add to your existing methods of generating leads.



Do you presently have a software program for following and managing your leads? I’m not talking about the dealerships program. What about your program? Don’t trust anybody or anything to manage your most important resource – your customers.



Secondly, do you have a set follow up strategy? How often will you follow up? How will you follow up. What rewards will you give and what special offers will you provide to bring them into service that creates the Law of Familiarity and Obligation leading to repeats and referrals?



Email follow-up and marketing is essential today. Do you automate your follow-up using technology? Email, Autorepsonder email and Sequential Autoresponder email are all ways to follow-up and add value that can be done while you sleep or on vacation. Static emails are not enough anymore. Video email and personalization are keys to making a connection, removing the impersonal nature of email and adding the wow factor.



All salespeople need their own web-site. Not the dealerships site, but your own. The site should include sign up forms that collect email addresses. The site should be personalized with your picture, family picture, your own personal story, rewards for visiting the site and helpful information for the customer. Your web site should include an audio introduction link.



Observe your business cards. Do your cards look like ninety-nine percent of salespeople’s business cards? Most have a picture of a car, not your picture or caricature. Most cards don’t have the salesperson’s web-site, email address and slogan. Most cards don’t have a call to action for the customer to see you, call you or go to your web-site. If this is the case, throw them away, they are useless.



Maximize traffic by creating a be-back CD. Create a CD that you give each customer who does not buy and ask them to play it on the way home. The CD should include information about you, your dealership and product that would benefit the customer. Include testimonials and a reward for the customer if they come see you.



Create coupon swaps with businesses around you. Visit a local restaurant and offer to build their business on their worst traffic day of the week for free. You can build their business by creating a coupon with an offer they approve and then pass these coupons out at work from the cashier, receptionist, and all departments to every customer who enters your dealership. In return ask that the restaurant pass out coupons form you approved by the dealership with a special offer to see you.



Once you start the marketing web it will grow and take on a life of its own. Building a business first requires long-term thinking and a commitment to the industry as a career. When you commit, you have already created a business, only its shape is unfinished.





Building Your Business - To learn more about this author, visit Mark Tewart's Website.

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David Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website

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David Acheson
David Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns.  David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website

Leanne Hoagland-Smith
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Cheryl Matthynssens

Cheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur.  Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well.  A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles.  She opened up a small affiliate site - The Balance Guide-  to help others find resources for mental and emotional well being.  Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com

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Mark Tewart
(Visit Mark's Website) Mark Tewart started in the automotive industry as a salesperson in the early 1980s. Mark has been a Salesperson, Leasing Manager, F&I Manager, General Sales Manager and General Manager for two of the largest automotive chains in the country. He rose through the ranks to become a General Manager at the age of 27. Mark founded Tewart Enterprises Inc. in 1993 and has been a featured article writer for Auto Success Magazine, Dealer Magazine, and Ward's Dealer Business Magazine. Mark has had popular programs on ASTN(Automotive Satellite Training Network) for several years and conducts seminars and gives keynote speeches for corporations and state dealer associations around the country. Mark has also founded sales, management and F&I Training Academies based in Kansas City that are endorsed by several state dealer associations. His client list for his in-house training programs include dealers from all over the country and several of the largest dealers in the country. Mark is also a partner and National Marketing Manager for AutoSalesPro, Inc., a computer company providing the most advanced software solutions in the Automotive Industry.

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