Serving the needs of Auto, Truck, Motorhome, and Motor Sport

January 2010
First Issue Since October
1475 Capitol St. NE
Salem, OR 97301
●503.362.6839
●800.447.0302
Toll Free Fax: 877.227.3676
Fax: 503.364.7331
www.oiadanet.ning.com
Oregon’s Largest Dealer
Association
(OIADA) is owned by
its Member Dealers an
Oregon 501-C6
Non-Profit Corporation
Brasher’s
Northwest
Teams Up With
OHSU to Help
Find a Cure
Read About it Inside
Serving the needs of Auto,
Truck, Motorhome, and
Motor Sport Dealers of
Oregon
f irst
c r e d i t
tech
u n i o n
HONDA ▪ INFINITI ▪ KIA ▪ DODGE ▪ CHRYSLER ▪ JEEP ▪ YAMAHA ▪
3000 N Hayden Island Drive
Portland, OR 97217
503.286.3000
www.manheim.com
Contact Kristina
Werner for OVE. com
and Simulcast !
SIDE
THIS ISSUE
Building Trust in a Mistrusted Industry........................................................ 5
Experian and Carfax have Cash for Clunkers VIN’s................................... 7
Advertising and Marketing........................................................................... 8
Political Action Committee..........................................................................11
Training and Industry Information Welcome to NIADA.TV.........................11
Training and Industry Information...............................................................11
NIADA Hires Registered Lobbyist in DC................................................... 13
From the Road.......................................................................................... 13
Insuring for a Happy New Year.................................................................. 14
Used Car Buyers Lean Toward Certified Pre-Owned (CPO),.................... 14
Internet Shopping
Convention................................................................................................ 16
2009 Convention....................................................................................... 16
Brasher’s Northwest Teams up with OHSU to Help Find a Cure............... 17
New & Renewing Members....................................................................... 17
Three Tips to Avoid Ending a Sale Sideways............................................ 18
President’s Message................................................................................. 19
Manheim Offers Wholesale to NIADA Members....................................... 20
KBB To Launch Certified Values on Web Site........................................... 20
Read & Respond....................................................................................... 21
Membership Survey.................................................................................. 22
Associate Member List.............................................................................. 23
OIADA CALENDAR
Jan. 14th 6:00pm
Central Regional Meeting and Dinner –
Hosted at the Mid-Oregon Credit Union in Bend
2 ½ hrs. Continuing Education Credit
Sponsored by The Summit Group of Oregon
and NW Dealer Direct
May 11-13, 2010
12th Annual National Buy Here – Pay Here
Conference
Venetian – Palazzo Resort Hotel – Las Vegas
*For more information call 713-290-8171
June 13-17, 2010
NIADA Convention
Ceasar’s Palace – Las Vegas NV
*For more information call 800-682-3837
OIADA CLASS SCHEDULE
January 2010
15 - Manheim Portland Auto Auction
29 - Brasher’s Portland Auto Auction
(Previously Cascade)
February 2010
12 - Brasher’s Northwest Auto Auction
26 - Manheim Portland Auto Auction
March 2010
12 - OIADA - Salem Office
26 - Brasher’s Portland Auto Auction (Previously Cascade)
Eugene: Brasher’s NW Auto Auction- 90485 Auction Way Eugene
Portland: Manheim Portland Auto Auction- 3000 N Hayden Island Drive
Portland: Brasher’s Portland Auto Auction- 23585
NE Sandy, Wood Village Exit #16 off I-84 (previously Cascade AA)
Salem: OIADA- 1475 Capitol St NE
Medford: Southern Oregon Subaru- 3103 Biddle Rd
TO REGISTER FOR A CLASS
Call 503-362-6839 or 1-800-447-0302
(All times, dates, locations subject to change)
2010 OIADA Executive Committee
Wally Gray, President
Cars & Trucks 4 U
PO Box 1496
Redmond, OR 97756
541-419-8088
wallyg101@yahoo.com
Dan Nicholson,
2nd Vice President
Central Oregon Motors
1123 N 6th Street
Redmond, OR 97756
541-923-3961
Fax 541-923-3964
com@bendbroadband.com
OIADA Staff
Ladena Borchers
Director of Operations
Ladena@oiada.com
José Pinomesa,
Chairman of the Board
José Mesa Auto Wholesale, LLC
1947 NE Alameda Street
Portland, OR 97212
503-789-0438,
Fax 503-284-2292
jose@josemesa.com
LeRoy Hedberg
Membership Representative
LeRoy@oiada.com
Oregon Dealer News is a publication
of the Oregon Independent Auto
Dealers Association, 1475 Capitol
St. NE, Salem, OR 97301 and
is published every month. The
association was established in
1948, chartered as a non-profit
organization in Oregon and
is affiliated with the National
Independent Auto Dealers
Association. Advertising rates may
be furnished upon request.
4
Al Hutchinson, 1st Vice President
Al Hutchinson, Inc.
1800 NW 9th Street
Corvallis, OR 97330
541-753-5944 Fax 541-753-4911
alhutchinson32@yahoo.com
Gary Sargent, Exec Vice President
Sargent’s Motorsports
10207 SE Foster Road
Portland, OR 97266
503-775-9445 Fax 503-777-9886
Cell 503-969-5228
sargiii@sargentsmotorsports.com
Bryan Steward,
Secretary
Cornerstone Automotive Group
1005 SE Washington St.
Portland, OR 97214
503-230-1300
Fax 503-235-7025
bsteward@cornerstoneauto.com
Melissa Durnell
Accounting Consultant
Melissa@oiada.com
Oregon Independent Auto
Dealers Association
1475 Capital St. NE
Salem, OR 97301
●1.800.447.0302 ●503.362.6839
Fax: 503.364.7331
Insurance Agent of Record
Hecht & Hecht Insurance
425 NE Hancock
Portland, OR 97212
1.800.609.0979
Doug Blizzard,
Treasurer
Quality Dealer of the Year
Blizzard Motors, Inc.
1604 E. Burnside
Portland, OR 97214
503-238-5510
Fax 503-238-3838
doug@blizzardmotors.com
Shawn Miller
OIADA Lobbyist
The statements and opinions expressed
herein are those of the authors and do
not necessarily represent the views of
the Oregon Independent Auto Dealers
Association. Likewise, the appearance
of advertisements or the identification
as members of OIADA does not
constitute endorsement of the products
or services featured.
*For advertising information please contact
OIADA at 800.477.0302
January 2010
Building Trust In A Mis-Trusted Industry
A Front Line Ready Technique for Used Car Managers
By: Paul H. Webb
W
hat do people think about the car industry – trustworthy
or not trustworthy?
As managers it’s important that we understand the NEWEST
TECHNIQUE FOR BUILDING TRUST in a “not so well trusted
industry”. This technique addresses how customers process
information in their head – how they learn and how they BUY
VEHICLES. It also applies to how our employees learn – how
they process information. A little known secret for managers to
increased vehicle sales and communicated more effectively –
thus building trust faster - is your customers AND employees
EYES – EARS and FEELINGS!
Knowing whether your prospect or employee relates to the
world with pictures in their head (visual); or through words
they hear and say to themselves or out loud (auditory) – or
a combination of both that causes an emotion and feeling or
gut response (kinesthetic) – can help you talk your prospect’s
and employee’s language. KEY NOTE: This is how people
“prefer” to learn. AND . . . how they prefer to “buy!”
When you change your communication style to match with
a person’s style of learning (or buying), you’ll be able to
manage that person better and close more deals. (How many
managers still take a T.O. and close deals – most of us do all
the time – this helps you sell and manage.)
Here’s a test. Talk to a number of people you know. Ask them a
question that forces them to ponder their answer for a second
or two before speaking.
Your job is to note where their eyes go before they respond.
•35 percent of the population relates to their world visually
through images in their mind. They will divert their gaze to
their upper left as they think and recall the information in their
mind.
•25 percent of the population processes their world through
words and hearing. They keep their eyes level when pondering
something while diverting them to the left or right.
•40 percent use both visual and auditory cues – and rely on
their gut feeling. Their eyes will go down as they search their
mind for the answer to a question.
(Note: Everyone uses all three all the time – it’s just that most
people have a tendency to use the one that is the “most”
comfortable for them – especially when purchasing a high
ticket item like an automobile or truck. It’s at that moment
during the sales cycle that salespeople and managers need to
be sensitive to the one the customer uses “most”.)
You might recognize this strategy of Neuro-Linguistic
Programming or NLP. (I have a Masters License to teach
this technique.) Neuro is the brain. Linguistic is talk.
Programming is input and output – how we learn and how
we express ourselves to others. It’s the learning part that is
important because it’s also how we BUY and how we like to
be managed!
January 2010
When we recognize how we and others receive and process
information we can better match our communication style
to theirs. Result: build trust faster – manage our staff more
effectively and sell more vehicles. Now how does that happen?
Simple! People like to do business with people they like and
trust – and NLP builds trust faster.
People relate to their world VISUALLY (pictures), AUDITORALLY
(sounds and words) or KINESTHETICALLY (feelings and
emotions).
When we’re speaking our prospects’ and employee’s language,
we put them at ease faster, build trust more rapidly, and in
general have clearer communications with them. We understand
them better and they in turn understand us. Switch your
communication to match how others learn and buy . . . BANG –
you’re in their head.
Using NLP in the showroom, meeting room (ADVERTISING –
Yes . . . Advertising) – or on the lot helps you triple your rapport
with a person in one-third the time. Rapport equals trust.
•Visual people, when they talk, will make “see” statements: “I see
what you’re saying”; “I’d like to see a brochure”; “I saw your ad.”;
“Can you show that to me?”
•Auditory learners will make “hear” statements: “I hear what
you’re saying”; “I’d like to hear more about that”; “Let me ask you
a question and you can tell me what to do.” “Other customers tell
me it’s the best service, they call and ask for me”
•Kinesthetic learners make “touch” statements: “I feel that way
too”; “Do you have a brochure?” “I’d like to get a better handle on
my finances”; “I’ll visit the dealership to take a test drive”
Your job as the successful manager is to be sure you match your
communications style with the people you communicate
with. For example, you greet the prospect in the showroom.
Prospect says, “I’d like to talk (A) about the used pickup truck.”
If your response is, “Great, let me show (V) it to you” . . . you’ve
just stepped on your own foot – MISTAKE!!! The better response
to this type of auditory prospect would be, “Great, let’s sit down
and talk (A) about it for a few minutes. I’d be glad to explain (A)
things to you. People have been saying (A) the greatest things
about that vehicle. Wait until you hear (A) what they’re saying
(A).”
(A = Auditory)
Your prospect’s appearance is another cue to how to best handle
him or her. Being that visual and kinesthetic learners focus on
visual elements, they tend to present themselves as more button
downed and dress sharper with more attention to visual details.
That is, they spend more time and effort on their dress and how
they visually appear to others. Auditory prospects may not be at
all concerned about their physical presentation.
Summary:
Use these three cues to better understand how your prospects
- Continued on page 6 -
5
- Building Trust Continued From page 5 -
and employees learn (buy) and process
PRESS RELEASE
information:
Beginning January 1, 2010, Brasher’s Cascade Auto
1 – Where their eyes go / Visuals go up /
Auditory go side to side / Kinesthetic go
down
2 - The words they use:
> Visual – see, look, picture, saw, view.
> Auditory – tell, sounds good, ask,
heard.
> Kinesthetic – follow me, test drive, get
back, feel good
3 - How they look and dress. The level of
attention to visual details.
Your Job:
Switch your style of
communication to match with the person
you’re communicating with.
Auction will change its identity… in name only. Brasher’s
will be replacing the Cascade that it has been known for
since its inception almost 16 years ago with “Portland” to
become Brasher’s Portland Auto Auction.
Brasher’s management is quick to point out that the name
change doesn’t alter the quality of operations or services
that the hundreds of participating dealers have come to
expect on a weekly basis. The reason for the change lies
in geographical recognition. The auction frequently finds
itself in front of bank, finance and fleet accounts across
the nation that don’t know where “Cascade” is located in
proximity Portland, OR. When you tell them you are from Brasher’s Portland Auto Auction, the guess work
is removed and they know exactly where you are from without further explanation.
The name and logo change have been in the works for about 5 months and had to be approved by the
National Auto Auction Association. With this completed, Brasher’s has begun the transition that will take
PRACTICE – PRACTICE - PRACTICE
full effect on January 1. “It will take a few weeks to get used to the new name”, says Jerry Hinton, General
You adapt to the Visual customer Manager of Brasher’s Portland Auto Auction. “But in no time it will roll off the tongue as if was what we
AND employee through some easy have always been called.”
Brasher’s Portland Auto Auction will celebrate its renaming with an auction event on January 21 featuring
and practical ways:
over 1200 vehicles with key consignment from VW Credit and Audi Financial Services. At this event,
•Show them the vehicle as soon as Brasher’s will be giving out apparel with the new auction name and logo along with traditional food and
possible.
prizes that accompany these types of Brasher’s party-sale events.
A lot less talk—get right to visual aid!
•Have a brag book, with pictures and
testimonials available for them to see.
If your visual customer has to just sit at your desk for a few
minutes, have that book available for browsing.
•Offer brochures or other promotional media.
Not every visual person will want to look at them, but always
have them within reach just in case.
•Put them in a clean, uncluttered space.
You don’t want to have too much visual stimulation or have
them distracted by a messy work space—you want them to be
able to focus on the car they are going to buy—so just keep
the brochures and brag book handy.
•Spark their imaginations with descriptive language.
Give them mental pictures they can easily remember and
recall later when they think about the vehicle. (i.e. “This car
looks great parked in front of a fine restaurant or at the golf
club ….”)
•Sales Meetings:
With Employees: Always have a hand out. “I told you not
to park your cars there – I told you last week – I told you the
week before that – what do I have to do? . . . Draw you a
map!” (Yep – I’m Visual.)
•Advertising:
“SEE” our great inventory. The Internet = Visual customers –
make sure you have your phone number and email button in
EACH picture on the internet.
Apply these ideas for adapting to people who are
Auditory learners:
•Ask them questions.
When you give the auditory customer a chance to give their
opinion and you actually listen to them, you will gain their
respect and they will automatically like you better.
•Let them do most of the talking.
6
Talk as little as possible—give the auditory person plenty of
opportunities to be heard. If you try to talk as much as they do,
you will almost certainly lose the sale.
•Tell them about the vehicle.
Before you show them the car or take them for a test drive, be
sure you ask them if they would like you to give them a little more
information. If they say yes, let them ask questions or make
comments as you give your explanation
•Give them an environment free of irritating noises, if
possible.
The auditory learner is usually more sensitive to noise and can
be easily annoyed or distracted by sounds around them. Try to
find a quiet place when you discuss the deal.
•Use emphasis and emotion on certain words.
Remember, the auditory person often judges you by the way you
talk. Be genuinely enthusiastic, but try to put some emphasis in
your speech. (i.e. “This is an incredible vehicle!”)
•Sales Meetings.
With Employees: When you conduct a sales meeting with music
and voice inflection – the auditory employees really tune in.
Have the attendees repeat in unison – items you want them to
remember. They learn faster when they hear themselves say
the words.
•Advertising:
“TALK to our professional sales staff” – use words in your
advertising the tell stories. On the internet – have lengthy and
wordy descriptions of each vehicle – tell a story about the vehicle.
Adapt to the restless Kinesthetic people by using these
strategies:
•Get them sitting in and touching the vehicle as soon as
possible.
Cut to the chase—ask them if they’d like to follow you to the
vehicle right away.
- Continued on page 7 -
January 2010
- Building Trust Continued From page 6 -
•Walk while you talk.
Don’t ask them to sit at your desk or stay in one place while you show
or tell them about the vehicle. Get them moving, and stay with them.
They’ll listen better while you’re walking.
•Get to the point quickly.
Ask them: “Do you want the long version, or the short version?”
•Provide a large comfortable space for writing and filling out
paperwork.
Don’t make them fill out lots of forms with tiny spaces and lots of
questions. Offer to fill out as much of it for them as you can, and let
them decide.
•Create a relaxed, friendly environment.
They need to feel comfortable and at home, so see what you can do to
provide a non-threatening, informal environment. (.i.e. “Can I get you
something to drink? Some popcorn?”)
•Sales Meetings
With Employees: The highest form of learning is teaching. Have the
sales people teach subjects that THEY need to learn. It’s the “doing”
that engages the Kinesthetic side of our brains.
•Advertising
“VISIT TODAY” - On your follow up letters – make sure you have VAK
wording in your form letters. Get the word “hesitate” off your form
letters. Kinesthetic people see that word and they hesitate. One
company made a mistake of writing, “No Interest Until Next Year.” The
message that sends to the Kinesthetic brain – “I think I’ll wait – no
interest.” . . . like . . . I’m not interested. Oops.
When you can get your prospects to think in their natural mode –
and match their auditory style with an adapted auditory style and not
visual words to an auditory learner, for instance – your prospects will
respond more quickly with you.
You’ll gain their trust faster. And you will communicate with them with
more intent and meaning.
Finally, by practicing NLP with your prospects and employees you’ll
hear and see your way toward your ultimate goal, which is to build
trust faster with people. I’ll buy a car from you if I trust you and I’ll work
an extra shift as an employee . . .when I trust you.
KEY NOTE: If you don’t know what a person is. . . do all three. Who
would it appeal to? Everyone!
“I’ll SHOW (V) you the reasons. . .
EXPLAIN (A) things in detail. . .
So you’ll FEEL (K) comfortable.”
You don’t have to get it exactly right—remember, most people are a
mix of at least two of the VAK strengths, so just raise your awareness
of how they talk to you, and chances are good you’ll know how to
make others feel understood and valued. It won’t be hard to figure
out why they’ll always SEE you as a professional – SPEAK highly of
you – and FEEL comfortable doing business with you.
Paul H. Webb, is a licensed NLP Master Trainer and the only trainer
in the automotive industry training on this subject “How To Sell
Vehicles Using NLP”. He is the founder of Street Smart – Paul Webb
Training – I.T.S., Inc., (www.WebbVT.com), a used vehicle inventory
performance improvement company. Mr. Webb also shares his ideas
for improving used vehicle profits with OEMs and NADA 20 Groups,
NADA management seminars, NIADA video clips at:
January 2010
(www.NIADA.TV) and annual conventions. To arrange for
Mr. Webb to speak at your next 20 group, sales meeting
or training event, Call: 888-469-7117 (Auditory) *** Email
him: Paul@WebbVT.com (Visual) *** Book him in your
dealership for customized training (Kinesthetic). More
information:
www.StreetSmartSalesTraining.com /
www.PaulWebbTraining.com / visit www.WebbVT.
com for NLP Training Materials.
Experian and Carfax have Cash for
Clunkers VIN’s
Experian and Carfax have reported that they have obtained
from NHTSA the 690,114 vehicle identification numbers of
the vehicles supposed to be scrapped under the Cash for
Clunkers Program.
-----------------------------------------Are you using your Associate Member List/Directory for
products and services for your dealer business? Find
bonding companies, insurance agencies, floorplan
financing, warranties, advertising, etc.
“A government big enough to give you everything you
want, is strong enough to take everything you have.”
— Thomas Jefferson
Check out OIADA’s social network for pictures from
our Convention @ www.oiadanet.ning.com
SALEM COLLECTOR
CAR AUCTION
Saturday February 6, 2010
Oregon State Fairgrounds
consigning 150 vehicles
DEALERS
Special Discount Fees
call to consign 541-689-6824
Doors opens at
8am for viewing
Auction starts
at 10am
Petersen Auction Group
Curt and Susan Davis
541-689-6824
www.petersencollectorcars.com
7
Advertising and Marketing
Dealer Business Journal - November 2009
Appeared - volume 6 - issue 11 - page 10
By Paul Salinas
W
e’re blasted by media advertisements every day. Billboards,
newspapers, radio, TV, the Internet, our cell phones, e-mail,
DVDs, the movies. Everywhere, literally everywhere, we go in our
capitalistic society, somebody—everybody—is trying to sell us
something, anything—everything. How do you cut through the clutter,
eliminate the noise so your customers can hear your message when and
where you want. It’s no easy task, but here’s how a few dealers across the
country are getting it done.
on hot dog and hamburger barbecues twice a year, and his staff hosts a
much larger event for the customers on Johnson’s birthday.
“It’s not just for the customers,” he said. “It’s for everyone who visits
the lot. We welcome everyone, though we don’t do a lot of advertising
to bring them in.”
The store itself is a marketing tool for Johnson. He said it is a not a
palace, but a place where working-class people feel comfortable.
Rick Johnson, owner
Earl’s Credit Auto Sales
“There’s not flash and dash,” he said. “We fly balloons and flags, but it’s
clean, comfortable and there’s plenty of room for parking.
Portsmouth, Va.
We want them to feel welcome when they come into make a payment.”
Earl’s Credit Auto has been in business for 12 years. Johnson says the
dealership moves about 55 units a month and has a $4 million portfolio.
When he purchased the store 12 years ago, it was already doing 25 units
a month and “it was all I could do to keep up with the capital I needed.”
Staci Striegnitz, marketing specialist - Mark’s Auto Sales, Lakewood,
Colo.
Johnson had a tough job getting the word out about what he did and
the services he provided, since when he got into the business he was
only the second BHPH dealership in the state and the first in his region.
“It’s a great market,” he said. “There are 1.5 million people within one
hour of our store. People know us because they have been introduced
to us by our customers.”
One of the keys to his marketing is to ask existing customers for
referrals. He said if a customer brings in a referral and Earl’s closes
the deal, the store makes a payment for the customer. The payment is
typically about $80.
If there were a meter showing where a dealership was in terms of its use
of advertising and marketing to draw in customers, Mark’s Auto Sales
needle would be buried on the right.
Striegnitz has been the marketing specialist at her father’s dealership for
one year and heavily involved in Internet marketing for the past three
years. Currently, the dealership sells 60 BHPH units a month. In the
past few years, the dealership was heavily involved in special finance,
but when the subprime credit crunch occurred, the dealership shifted
its focus.
“I was the person who kept the Web site updated with inventory, so it
was a natural progression for me to become more adept at search engine
optimization. I quickly realized that our site was not getting as much
traffic as it could, and I began to expand our reach.”
Johnson said he’s been slow to adopt some of the new technology.
“My Twenty Group was after me for two years to get a Web site,”
Johnson said. “I knew I needed a Web presence, but I just wasn’t ready.
We put some ads on Craigslist.”
Johnson said he’s been very tight on his advertising budget, but as he
attempts to secure some capital, he knows he will need to advertise to
attract new customers.
“I’ve been closely looking at everything out there,” Johnson said. “I love
what Horsepower Ads is doing with their animated commercials, and
I’ve looked at a couple of Web site designers. A number of dealers in
my Twenty Group have chosen the same provider, and I’m looking at
them.”
Johnson does a lot of marketing to his existing customer base. He puts
8
Striegnitz began linking her Web site with both local and national
community Web sites, such as www.merchantcircle.com and www.
superpages.com. She updated it site regularly and posted the changes to
the community sites.
“Getting people to visit your site via one of these other sites really helps
build the search engine optimization,” she said. “As time goes on when
people search buy here-pay here or used car sales in your area, you come
up right at the top of the list. There are dozens of free sites everywhere
where you can link your site to.”
Striegnitz is a believer in the social networking sites like Twitter,
Facebook and YouTube.
“I tried to get a page on MySpace, but it’s not very business friendly,”
Striegnitz said. “Twitter is great, and Facebook has a fan page.”
- Continued on page 9 -
January 2010
- Advertising and Marketing Continued From Page 8 -
She said it’s not about driving traffic directly to the dealership, it’s about
developing relationships with people and getting ideas from them about
business, activities and community happenings. Of course, you have to
share as well.
“When it comes time for someone to buy a car, of course, they’ll
consider you, because they now have a friend that sells cars,” she said.
“Some dealers will discount this as not a real relationship, but I can tell
you that these relationships become just as meaningful and interesting
as those you have with people you see every day.”
So how does she interact with them.
“I may send them a link to a YouTube video that’s funny or fun or
interesting,” she said. “They may send me information about a dealership
that’s holding a special sale. It just depends on what’s happening.”
Anyone who runs a dealership or even runs a marketing department
knows just how precious a commodity time is. Striegnitz writes a blog
and handles the Twitter uploads, Facebook interactions and responds
to e-mails. She said she spends about an hour a day on that, but often it
can be done while she’s accomplishing other tasks, such as updating the
inventory on the Web site.
“What I’m trying to do is build personal and professional relationships
with people,” she said. “I keep abreast of what’s going on in terms of
automotive trends and
try to be a local ‘expert’
they can rely on when
they need one.
She said there are
tangible results she can
measure, which is one
of the reasons many
dealers won’t consider
the social networking.
“You are able to see and
measure an increase
in Web traffic,” she
said. “We use the free
Google analytics to
measure who is visiting
the site, when and how
often. It’s a very good tool, and all it requires a basic understanding of
the Web and how it’s used.”
Striegnitz likes to measure her results, so she uses trackable 800 numbers
on all her advertising and marketing pieces. She has different numbers
for the Web site, print ads, TV ads, radio ads and whatever else she uses.
“Cost is minimal compared to the benefit we get,” she said. “I keep all
the numbers very similar, so the customer doesn’t think they’re dialing
the wrong number.”
Part of the sales process at Mark’s Auto Sales, is to ask the customer
January 2010
how they heard about the dealership. That way, Striegnitz said she has
another tool to track how customers find out about the dealership.
As for traditional marketing, the dealership does bulk mailing to
bankruptcy public record lists and TV ads.
“We’ve been using the Leedom Horsepower Ads. We’re using the Mother
character and having good results. We’ve found that the nighttime
advertising tends to work best. We like the nighttime reruns of Ophra,
Jerry Springer and the end of the late-night shows. We predominantly
use the local broadcast networks, but we do some cable, and having
good luck with TRUTV.
Stacey Foerster, general manager - Car and Credit Connection, Bay
City, Mich.
Cue the TMZ theme music. Not only does Stacey Foerster run a busy
and profitable buy here-pay here store in northern Michigan, she’s a
TV star as well. Perhaps, star is a bit of stretch, but Foerster appears
regularly in her store’s TV commercials.
“We’re known as the King of Credit where we get you the loan or we’ll
give you the car,” Foerster said. “We also have a lion as a mascot.”
The two stores rely heavily on TV ads, but use their slogan and their
mascot on signage, banners, the Web site and anything else Foerster and
her team can think of.
“We do everything we can to brand the stores,” she said. “We looking
at moving 50 cars a month and last year we averaged about 37 a month.
We’re kicking butt, and our marketing and advertising plays a critical
role with that.”
The dealerships spend about $10,000 a month on advertising, but that
includes everything they do in terms of marketing and TV ads.
The dealership offers $100 bird dog payments to customers who offer
up successful referrals and they also give a way a trip for two to Las
Vegas and $1,000 cash to one lucky customer. They also give away a flatscreen TV. The customers get to enter the drawing by making payments
on time.
Foerster said the dealership also hosts a cook out as a customer
appreciation party. This includes face painting for the kids, prizes, cash
drawing, a dunk tank and some great food.
“We always have the display banner in the dealerships with the big photo
of Las Vegas as a reminder for them to get their payments in on time,”
Foerster said. “Also, every month we send out flyers to our customers
and to potential customers.”
As for the TV ads, the local TV stations produces them, but Foerster
creates the copy and the ideas.
“Sometimes I’m dancing with the lion, or we’ll feature a particular
aspect of the dealership,” she said. “It’s funny, sometimes a person will
come up to me and say, ‘You’re the woman who dances with the lion!”
9
AUL_bc:AUL BC.qxd 10/19/09 10:40 AM Page 61
Advertise on OIADA Van
Call today for a rate sheet to 503-362-6839.
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GENERAL AGENT - PACIFIC NORTHWEST
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Cell: 360-608-3331
Email: dpcjim@comcast.net
www.aulcorp.com • Corporate Toll-Free: 800-826-3207, Ext. 1
Auttr.com Announcement
©2009 Zurich
Zurich delivers for you when it matters.
If you’ve been on Twitter, Facebook, Linkedln and all of the others
you’ve probably had a good time tweeting, linking, facing, sharing, etc.
Specialized insurance, F&I and service you
can count on – for more than 85 years.
Call Chris Booker at 503-872-7326.
Dealers, Advertise Here:
09-3894 OIADA BC AD.indd 1
11/24/09
Dealer Trades, services,
business opportunities, job
search, vacation rentals,
etc.
Now comes the website that every dealer, every company and every
consumer needs to join and it’s called Auttr. Auttr is a combination
of all the others but with a twist. Anyone can join Auttr, where social
networking meets the auto industry. Auttr gives you the flexibility
10:39:12 AMto connect one-on-one with other members and with groups that
share your issues and interests. Ask questions and get answers from
the foremost authority in the auto industry, Attorney Keith Whann.
Keith has helped both dealers and consumers alike to understand
the car business. Maybe you’re not sure about a practice at your
dealership and you want to make sure that you’re doing the right
thing… ask Keith! Maybe you’re not sure that the dealer you’re
thinking of buying a car from is telling you the truth… ASK KEITH!
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t
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Manufacturers, companies, associations, dealers and consumers are
all joining Auttr so that they can be on top of all the latest news as it
happens. LJMarhefka with LJ King & Associates keeps everyone up
to speed on the latest changes in the Auto Industry on a daily basis
so that the news you hear about happened today… not last week.
VISIT AUTTR TODAY AND FIND OUT WHY IT IS THE
FASTEST GROWING AUTOMOTIVE INFORMATIONAL
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Visit: www.auttr.com
Residents of Oregon are represented in Congress by 2 Senators and 5 Representatives.
Member Name
DC Phone
DC FAX
Electronic Correspondence
Senator Ron Wyden (D- OR)
202-224-5244
202-228-2717
http://wyden.senate.gov/contact/
Senator Jeff Merkley (D- OR)
202-224-3753
202-228-3997
http://merkley.senate.gov/contact/
Representative David Wu (D - 01)
202-225-0855
202-225-9497
http://www.house.gov/wu/email.shtml
Representative Greg Walden (R - 02)
202-225-6730
202-225-5774
http://walden.house.gov/ContactGreg.Home.shtml
Representative Earl Blumenauer (D - 03)
202-225-4811
202-225-8941
http://blumenauer.house.gov/index.php?option=com_email_form&Itemid=206
Representative Peter DeFazio (D - 04)
202-225-6416
202-225-0032
http://www.house.gov/formdefazio/contact.html
Representative Kurt Schrader (D - 05)
202-225-5711
202-225-5699
http://schrader.house.gov/?sectionid=7§iontree=47
10
January 2010
TRAINING AND INDUSTRY
INFORMATION
WELCOME TO NIADA.TV!
By: Keith E. Whann
Whann & Associates, LLC
It was one of the most talked about topics at the NIADA Convention and now it’s officially here…NIADA.TV! As I have
traveled across the Country speaking at Conventions, NIADA Dealer Development Seminars and various speaking
engagements, I am continuously asked when audio and/or video tapes will be available. Many dealers have also inquired
about having materials they can take back to their dealership to conduct training sessions. Now it’s all available! NIADA.
TV is an innovative online television network that goes beyond any of the educational tools you’ve seen to date. Not only
does NIADA.TV make audio and video presentations available to more dealers, but in a more timely fashion, more often
and when it is convenient for you!
I personally have participated in over 50 hours of programming that has been filmed for network subscribers and am
continuing to develop new content on a daily basis. Soon dealers across the Country will have access to the entire NIADA
Dealer Development Seminar titled “How to Sell a Car and Keep it Sold!” Subscribers will also have the opportunity to
obtain information on topics that traditionally have not warranted a stand alone seminar, but have generated a large amount
of interest or inquires, such as starter interrupt devices, how to evaluate a service contract program, how to establish and
operate a related finance company, and complying with the FTC Used Car Rule.
In addition, you can expect to see other NIADA Dealer Development Seminars, NIADA Convention presentations, and
various other industry events. NIADA.TV will also be an efficient and cost effective way for the Association to disseminate
legal, legislative and regulatory information. While we will continue to provide the written Legal, Legislative and Regulatory
Summary, this new venue will allow us to distribute information about what is occurring in Washington, D.C. and across the
Country as it develops and in greater detail. Motor vehicle
dealers are well aware that the motor vehicle industry is one
of the most heavily regulated and the laws that impact our
industry are continuously changing. Now you will have the
OIADA must be a constant presence in monitoring current
ability to learn about these changes as they are happening!
legislation within our state. We need to interpret legislative activity
Just as important as keeping dealers informed and up-tothat may impact our industry. It is the association’s responsibility
date about developments in our industry is improving our
to maintain an ongoing relationship with governmental officials
image with consumers, regulators and the public at large. For
and regulatory agencies. Your voluntary PAC contribution helps
example, educating consumers, about the fundamentals of a
our legislative representatives work for you, the independent
motor vehicle transaction and benefits of dealing with NIADA
auto dealer. OIADA has worked on many issues affecting
dealers such as stopping the 3 day right of rescission, getting
Members should not only help eliminate consumer problems,
temporary motorcycle permits that actually fit on the rear plate
but produce additional satisfied customers. The NIADA.TV
area, extension of DEQ slips from 90 days to 180 days, all new
channel available for free to the public should prove to be an
broker disclosure forms, new silver dealer plate that makes us
effective means for accomplishing these goals.
really look like a dealer, opposing no sales on Sunday, saying no
That’s just what’s on the drawing board so far! As each day
to a big increase in DMV fees, as well as ongoing dealings with
passes, we are presented with new opportunities for NIADA.
regulatory agencies, just to mention a few. An added benefit to
TV. The best part’s if there is a subject you would like to
making a political contribution is the Oregon Tax Credit. You can
see covered, let the Association know and, who knows, you
take this directly off your state tax liability. The credit is $50 for an
might just see it someday on NIADA.TV. Stay tuned!
individual and $100 on a joint return.
The information contained herein has been provided by
Keith E. Whann of the law firm Whann & Associates and is
We thank you for understanding the importance of a strong
for general information purposes only. You should contact
presence within our Legislature. Please remember the next time
professional counsel regarding specific application of the
you renew your membership to consider your PAC contribution.
information
Political Action Committee
January 2010
11
12
January 2010
FROM THE ROAD
By: LeRoy Hedberg
NIADA hires registered Lobbyist in DC
Just this week, NIADA signed a contract with a Washington, DC
lobbying firm. This is something that Keith Whann (our General
Counsel) and NIADA have been discussing for a couple of years,
as we saw the increasing value of having a physical presence in
DC. This firm will be NIADA’s registered Lobbyist in DC and will
work closely with Keith and Mike Linn on issues. Keith and Mike
interviewed several firms and felt the firm they went with was the
right fit for the association. The firm is Federal Advocates, Inc., a DC
based government relations consultancy, located on Pennsylvania
Avenue a block from the White House. They also have offices on
Wall Street in New York and Avenue of the Stars in Century City (Los
Angeles). They will be our eyes and ears and feet on the ground on
The Hill…will attend hearings, committee meetings and work with
the White House, Congress and Regulatory agencies. Basically,
taking on assignments as Keith
and Mike Linn , along with the
Committee, deem necessary.
They have extensive contacts
within the Administration. Keith
will continue in his role as
General Counsel and continue
to be our lead person. Should
testifying before Congress be
needed, as was the case this
past Spring, or crucial meetings with the various Regulatory agencies
be necessary, Keith will continue to provide that service as he always
has for the association.
Your State – OIADA and National - NIADA Associations working hard
for you.
January 2010
W
OW, another year has quickly gone bye.
Maybe, for some, it’s not quickly enough.
It has not been the best of years for growth in
many of the dealerships. Of course, our hope is
that things will change for the better in 2010. We
have come up with some changes in our strategy
for the coming year regarding the Regional
Meetings. We have noticed a lack of excitement
for the meetings in low turnouts. Those who have
come express how much they have appreciated
what they learned and usually come back for the
next one. So, what can we do to generate more
turnout was the question.
As I traveled around the state and talked with
different dealers who did not attend the meetings,
there seemed to be no common denominator.
Some didn’t “do” meetings, some couldn’t come
on the day of the meeting, and some thought they
might be boring, or a waste of their time, and so
on. When I visited with one of the past presidents
of our organization, I specifically asked him “why
do you not come to the meetings any more?”
His response seemed to “ring the bell”. He said,
“We don’t have fun any more. We used to have
gatherings, such as the clam bakes, which were
really fun.” That thought is what has driven our
new approach to our Regional gatherings.
First of all, drop the word “meeting”. It is too
generic. Next, add some fun to the gatherings.
Do not drop the education part, but keep it
informative and helpful. Not all the gatherings
have to be around a table or in a chair…get
creative. So, here is what we came up with for
2010.
They will now be called Regional Rallies. We
will have three road rallies this summer, which
will end up with a BBQ and a speaker for the
education part. We will have more interesting
drawings and will strive to keep the speakers
informative and interesting. The deal is, if you
do not walk away from the rally having learned
something that will make your business more
productive and have fun in the process, we will
have failed you.
Please give us your input for ideas and changes
you want to see, as these are for you and we do
listen. Remember…United We Stand!
13
Used-Car Buyers Lean Toward Certified
Pre-Owned (CPO), Internet Shopping
Auto Remarketing News, J.D. Power
October 30, 2009
WESTLAKE VILLAGE, Calif. More than three-fifths of usedvehicle buyers originally plan to purchase a certified pre-owned
mode when they set out on the shopping process, according
to the J.D. Power and Associates’ 2009 Used-Vehicle Market
Report.
The study also found that online shopping has become essentially
on par with dealership visits when it comes to sourcing used cars.
Basically, the report dives deep into the late-model used-vehicle
market to offer OEMs and marketers detailed insights into usedcar buyers’ shopping and purchasing behaviors.
One of the major findings of the study is that consumers are
becoming increasingly aware of the CPO market.
“Automotive marketers have worked intently to provide
information to the public about certified pre-owned programs,
but the benefits of these programs can be very complex to
explain,” explained Arianne Walker, director of marketing and
media research at J.D Power.
“However, explaining the value of CPO programs to prospective
buyers may carry long-term benefits,” Walker added. “There has
been a slight increase in the number of repeat buyers of certified
vehicles is up from 22 percent in 2008 to 24 percent in 2009.
“This indicates that buyers of CPO vehicles are increasingly
loyal and should be considered an important segment of usedvehicle buyers in their own right,” Walker continued.
Half of CPO purchasers said they used the Web to find their
rides, while 45 percent relied on a dealership visit.
Also, 29 percent of buyers accessed dealer Web sites specifically
to obtain information about the CPO segment, up from 19
percent who did the same in 2008.
CPO buyers were less likely to use “traditional” information
avenues like newspapers, TV and radio to find information
about the segment.
The study also gauged how satisfied customers are with the CPO
buying process and found that import luxury brands, overall,
received the highest satisfaction ratings.
Continuing on, the study also found that 46 percent of all usedcar buyers went online to find vehicles, compared to 40 percent
Continued on Page 15
14
Insuring for a Happy
New Year
By: Evelyn and Larry Hecht,
Hecht & Hecht Insurance Agency Inc
A
nother year past and a new one has just begun. Happy
2010. It seems just yesterday we were worrying about
Y2K and what the New Year would do with our computers.
Just think how much time and wasted money we spent
worrying about what never happened. Our computers
continued to work.
As we quickly slip into 2010 many of us think about changes
we would like to make in our lives. Along with spending
more time with family and friends, losing weight, quitting
smoking, and improving financial health ranks among the
most popular New Year’s resolutions.
Part of taking care of your finances is making sure you
have proper insurance protection in place. What better
time than the beginning of a new year to sit down and talk
with your insurance agent? It’s a smart move that will help
protect your family’s financial well being as well as your
business should the unexpected occur.
Auto and Garage Liability
One question to consider when reviewing your auto
insurance, both personal auto and your dealer insurance.
How much is enough. We so often hear people say “just
the minimum” or “whatever DMV requires”. Minimums
are definitely not sufficient. According to the Insurance
Information Institute, if you only carry the minimum
amount of liability insurance required by your state,
there’s a good chance that an accident cost will exceed that
amount. As far as your business insurance is concerned,
coverage goes far beyond providing coverage in the event of
a “fender bender”. Not only are you covered while driving,
almost anyone else is covered while they are driving your
vehicle and you are further covered beyond the sale of
vehicles for what you might be legally liable years after
the sale. Take the time in 2010 to review with a trusted
insurance professional who can help you determine not
only the appropriate coverage but also the correct amount
of insurance. An agent may be able to not only accomplish
this but make recommendations that might save you
money. Many times in the last few months our office has
not only increased coverage but also saved as much as 40%
in auto dealer premium reduction.
Home
If the value of your home has appreciated significantly in
recent years your homeowners insurance may no longer
provide adequate coverage. An agent will help ensure
Continued on Page 15
January 2010
Used Car Buyers Continued From Page 14
Insurance Continued From Page 14
who used the Web as the primary method in 2008.
This now puts Internet usage on the same level, percentage-wise, as
purchasers who mainly relied on dealership visits.
Not to mention, almost a third (31 percent) said that the model
they ended up buying was found on the Web, versus the 28 percent
who located their ride on a dealer’s lot.
“Internet shopping provides prospective buyers with the
opportunity to search through enormous amounts of specific
vehicle information without ever leaving home, allowing for a more
efficient medium of matching buyers with unique used vehicles in
the market,” Walker suggested.
“In light of this, dealers should expect the Internet to continue
to increase in importance among used-vehicle shoppers and adjust
their online presence accordingly,” she added.
Also, of the buyers who go online to shop for used vehicles, the
most commonly visited sites are third-party sites. More specifically,
91 percent of buyers
claimed to have visited
a third-party site at least
once.
Comparatively,
percent
said
78
they
accessed a dealer’s Web
site.
“Not only has visitation
increased for third-party sites, but they also continue to be viewed
as the most useful sites during the shopping process,” Walker
noted. “Overall, users rate sites such as AutoTrader, Cars.com and
Edmunds highly for overall usefulness.
“In addition, certain third-party sites are also well-regarded for
usefulness in specific areas. For example, sites like AutoTrader.com
and eBay Motors are perceived as particularly useful for inventory
information, while buyers report that ConsumerReports.org and
Edmunds.com are useful for vehicle appraisals and reviews,” she
continued.
Walker went on to point out, “Sites such as Kelley Blue Book are
perceived as being particularly useful for pricing information.”
OIADA Wants You!
If you’ve ever had an interest in learning more about the ins and outs
of your industry, volunteer to serve on and OIADA committee. Showing
your dedication to your industry will help boost the positive and
professional image you have built for your dealership. Sign up today
by calling 503-362-6839.
January 2010
that you have sufficient coverage to replace your home
should a disaster strike. Whether you own or rent, you
also want to carry enough insurance to replace your
belongings. You may need to purchase supplemental
coverage for valuables such as jewelry, fine art, or
collectibles. Be sure to keep a home inventory and save
receipts for expensive items in case you ever need proof
of ownership for a claim.
Life
Maybe there were significant changes in your life this
past year, like getting married or having a new baby.
Or perhaps you have been meaning to buy more life
insurance for some time and have just put it off. Don’t
wait any longer. Life insurance becomes more expensive
as you get older and, if your health deteriorates, you may
no longer qualify to increase or purchase new coverage.
Life insurance products remain competitive and often
plans are available that provide increased coverage at
still competitive pricing. In these strange economic
times it may be necessary to have life insurance to
protect the future of your company.
Disability Insurance
Often overlooked in the discussion of financial and
physical responsibility is Disability Insurance. Life
Insurance is important but what about a lengthy
disability? This might be “living death”. Supplementing
your income with Disability Insurance might be one of
the most important investments you have ever made.
Whether the Income is paid to you direct or is used to
supplement your salary through work, it is an important
consideration.
The worst time to find out that you’re under insured is
after a loss occurs. Start out this New Year by talking
with your insurance agent and enjoy peace of mind
for the rest of the year knowing that you are protected
properly and at a competitive price.
Hecht & Hecht Insurance Agency, Inc. is a full service
agency specializing in all forms of Insurance. We
represent the Independent Auto dealer in all of their
insurance needs. We have more preferred and select
markets for Garage Insurance and Bonds than any
insurance agency in the state. Give us a call for a quote
before you pay your next premium. Many dealers are
finding that we offer lower premiums often with greater
coverage. It pays to have us provide you with a free
survey of your needs and a quote in 2010.
We can be reached at
info@hechtinsur.com
Evelyn Hecht 800-609-099
Larry Hecht 503-860-3224 cell
15
2 Convention
0
0
9
Cong ratulations
2010 Oregon
Quality Dealer of
the Year
Doug Blizzard
Blizzard Motors
in Lake Oswego,
Oregon
Check out convention
photos @
www.oiadanet.ning.com
T hank You to all the 2009 Convention
Sponsors
Autotrader.com
NW Dealer Direct
Zurich
Brasher’ Northwest, Cascade &
Sacramento Auto Auctions
Manheim Portland Auto Auction
Hecht & Hecht Insurance
The Summit Group of Oregon
DAA Northwest
Nationwide Northwest, LLC
The Oregonian
Manheim South Seattle Auto Auction
Riva del Lago Cellars
Seven Feathers Casino Resort
Resort at the Mountain
The Riverhouse Resort
Northwest Auto Accessories
Nicholson & Associates Insurance
Sargent ’s Motorsports
Credit Concepts
Check out OIADA’s social network
for pictures from Convention @ www.
oiadanet.ning.com
16
January 2010
Brasher’s Northwest
Teams Up With OHSU
to Help Find a Cure
New and Renewing Members
New & Renewing Members
1 Cent Profit Sales
Sandy
A.U.L. Corporation
Napa
AAA Oregon Auto Source, LLC
Portland
Ace Johnson Auto Sales
Ali’s Auto
Basic Car Co.
Bend Pawn & Trading
Bert’s Auto Salvage, LLC
Florence
Port Orford
Portland
Bend
Harmiston
Bickmore Auto Sales
Blizzard Motors
Milwaukie
Lake Oswego
Brasher’s Cascade Auto Auction
Brock Coleman
Portland
Durham
Bruce Auto Mart, Inc
Hillsboro
B's Wheels
LaGrande
Buy Sell Ride Magazine
Cars Affordable
Cars To Go Inc
Castle Creek Auto Sales
Tualatin
Salem
Portland
Grants Pass
CHUCK WISE MOTORS
PORTLAND
Corvette Specialties
Wilsonville
Cottage Grove Chevrolet
D & M Auto Sales
Dan Anderson Wholesale, Inc.
Cottage Grove
Albany,
Medford
DAT Imports, LLC
Dave Morton Auto Sales
Beaverton
Aumsville
David Russell Motor
PORTLAND
Fabulous Fifties Motor Car Co
Family Auto Network LLC
Aurora
Portland
Florence RV Consignments
Florence
Frontier Missions
Troutdale
Gage Auto Sales
Gary Gruner Motor Company
Milwaukie
Oxnard
Good Cars, Good People Inc
Salem
Harmon Motors Inc
HBH Sales, LLC
Lake Oswego
Ontario
Island Hopper's Vehicle Sales
Jalisco's Automotive
Portland
Portland
Jim Clarks Consignment Country
Grants Pass
Jim Vick Auto Sales
Coos Bay
Joe Harrison’s Used Cars
Joe Hayward Ford
John Hyland Construction Inc.
Medford
Dallas
Eugene
K W Imports
Klamath Car Co.
Silverton
Klamath Falls
January 2010
I
n support of one of it’s local dealers,
Brasher’s Northwest Auto Auction in
Eugene auctioned off this pink, 2008
BenZhou YY50QT Scooter at the start of
it’s powersports sale on Tues. Sept. 15th.
The Moped was donated by Tim Hilgers of
Pro Leasing in Sublimity.
All $4,000 of the proceeds raised from
the auction went to the Oregon Health
& Science University, earmarked for
research of the Huntington’s Disease.
“Lisa Larkin was amazing and very
generous, as the auction bought the Moped
and turned around and donated it back to
be resold again. Special thanks to Heather
Isaac who handled all the marketing and
promotion for the fund raiser. She went
out of her way to do research on the
Huntington’s Disease. What an incredible
effort she put into this. It is a rare thing
she did. Thank you is not enough,” says
Tim Hilger with Pro Leasing.
Thank you to all those who came out
and supported this great cause!
17
Three Tips to Avoid Sending a Sale Sideways
Cars.com Dealer ADvantage
As part of his work to help stores sell more cars, Cory Mosley
gives a lot of thought to why internet salespeople lose deals.
While he focuses on what can be done better the next time, he
also calls out the things they shouldn’t be doing.
“Prevention, ultimately, is the best cure,” says Mosley, principal
at Mosley Training. To illustrate the point, he cites three common
but easily avoidable scenarios. Dealers who continue to repeat
these mistakes, he says, unnecessarily jeopardize the deal or
leave money on the table. For example:
1. Treating all customers the same. “If your approach is
singular to every customer, then you’re going to alienate groups
of customers that you’ll never be able to sell,” Mosley says. “Your
personalities will be too mismatched.”
Instead of adopting one-size-fits-all tactics, Mosley recommends
that salespeople mirror shoppers. He doesn’t suggest they cede
control of the process; rather that they tailor their presentation
style to the individual. Just as buyers who want a “relationship”
will be turned off by a domineering manner, customers
preferring a “professional” transaction will be offended by too
much camaraderie.
What should you do once you realize you’ve crossed the line?
“You may need to add a new face to the deal,” Mosley says. “It
may be time to get a manager involved or another salesperson
that might be better suited. Certainly, half of something is better
than the whole of nothing.”
2. Confusing rapport with a commitment to buy. While
Mosley acknowledges the importance of being liked by the
shopper, he cautions that more is required to win the deal. “The
obligation has to be stronger than that because people buy from
people they don’t like all the time,” he says.
Giving customers the sense that they need to buy from you
begins with asking how they plan to use their vehicle and
then demonstrating the relevant features. A salesperson who
shows an expectant couple how to lower the third-row seat in
a minivan, he says, makes the connection in a way the one who
asks about the names they’re considering does not. So too does
the dealer who follows up with a safety-conscious buyer to offer
new information about the car’s latest crash-test ratings.
“You’re the person that called and had something to say. You
didn’t just call and say, ‘Are you ready to buy a car yet?’ That
creates obligation,” Mosley says.
Failing to create this dynamic from the beginning of the
transaction may not cost you the deal, he says, but you may not
like the terms.
“When the customer has a low opinion of you, it will lead to
18
nothing but a price conversation,” Mosley says. “Once that
happens, there’s no turning that around. Once the customer
takes the position that you have no value to them, then it’s
really no holds barred. There’s no empathy that goes along
with negotiating with you.”
3. Taking the deal for granted. “A lot of salespeople
assume they don’t have to do any selling because it’s the
internet customer,” Mosley says. “That customer must know
what they want, they must know what they’re ready to pay,
so let’s just get to the bottom line: ‘Here are your numbers,
Mr. Jones. What do you want to do now?’ – and Mr. Jones
Continued on Page 19
R e a s o n s t o b elong
to OIADA:
●Continuing Education is at no cost to members.
●Discount on dealer forms.
●Legal referral program.
●Monthly publication from both OIADA & NIADA on up to date industry news Nationwide.
●Healthcare & Benefit programs at discount rates and so much more.
●$600 to $1000 + discounts on auction buy/sell fees.
●Protecting your business through NIADA legislative program that monitors and protects used vehicle dealers with Congress, IRS, NHTSA, FTC and others.
●Be heard with a strong voice in the only national organization which speaks for the used vehicle industry.
●Join a nationwide network of thousands of used vehicle dealers who want to see your business succeed.
●Your information headquarters.
●Ownership in the association (owned by dealers) ●You have a voice.
●Nationwide Skip tracing.
●Become a better dealer through OIADA & NIADA conventions and conferences
●Communicate prestige and professionalism to customers by placing your plaque from OIADA and your Member sticker from NIADA at your dealership.
●NIADA special benefits and services that provide business and personal discounts.
●Alert yourself to laws that may be headed your way.
●A valuable resource for advise, financing, marketing, taxes, legal matters, and so much more.
January 2010
Tips Continued From Page 18
wouldn’t know a Camry from a Corolla yet.”
While Mosley concedes that taking this route may occasionally land a quick
sale, he advises playing a more active role. Most online shoppers have yet to
decide on what or where to buy, so they reach out to dealers for help identifying
the vehicle that best meets their needs and budget. Stepping up to offer this
information increases your chances of winning the deal, allows you to hold gross
and positions you to win repeat and referral business.
Anything less, Mosley says, and you may not be able to recover. Once prospects
have your out-the-door price, they’ll either use it to shop you or look for a dealer
willing to give them the attention and service they need to be sure they’re buying
the right car.
“You have to invest the full amount of energy into each customer,” Mosley says.
“You have to go into those deals without prequalifying.”
Additional Resources
Looking for additional tips you can implement in your store today to drive
more traffic with your online advertising and desk more deals with your
internet sales processes? Check out Cars.com’s DealerCenter. Here, you
can read our DealerADvantage blog or listen to archived recordings of our
DealerADvantage LIVE webinar series.
Continuing
Your Education
You can access a
complete magazine
each month on
our website to do
your continuing
education at
www.oiada.com/
education/online.
Sept. 09 Cars.com Dealer ADvantage
PRESIDENT’S MESSAGE
Welcome to the first issue of the Oregon Dealer
News now under the direction of OIADA and its local
publisher. We hope you will enjoy the new magazine.
We are going to make it timelier, with articles aimed
towards helping all Oregon Independent Dealers
become or maintain a successful business.
Protection Agency (CFPA) Bill, we all need to write our
Congressmen and Senators with our opposition to this
bad idea. There are those in Congress who think that auto
dealers should be included in this bill, so we donít want
to wait for the ball to drop. Write or call your delegate
today. Delegates listed on Legislative page.
Do not follow where the path may lead. Go instead
Remember to vote on the two tax measures on the 26th
where there is no path and leave a trail. ìQuote by
of January. These could have a huge impact on your
Muriel Strodeî
business. Measures 66 and 67. The OIADA executive
committee urges you to vote NO on both of these
measures.
If you missed the Annual Convention at the Running Y
Ranch in Klamath Falls, you missed a good time, good
education, good food, and the chance to visit with
dealers from around the state.
By the time you read this, you will have received a letter
in the mail from me asking for your help and input. If
you responded, I THANK YOU. If you have not yet
replied, PLEASE, PLEASE, do so. It is very important
for us to know what you want your association to do
for you.
Do you have ideas to present for our legislative session?
We need to have them with plenty of time to get them
presented next fall. We can’t wait until January of 2011 to
get bills introduced, so please get them in soon.
And last, but not least: YOU CAN COMPLAIN THAT ROSE
BUSHES HAVE THORNS OR REJOICE THAT THORN
BUSHES HAVE ROSES.
-AnonHere’s to good friends, good health, great happiness,
If opportunity doesn’t knock, build a door!! -Anon-
and prosperity.
Even though NIADA has worked to block dealers
Wally Gray, President OIADA
from having to comply with the Consumer Financial
January 2010
19
Manheim Offers Wholesale Resources to NIADA Members
September 21, 2009
ARLINGTON, Texas — The National Independent Automobile Dealers Association announced it has forged a partnership with Manheim to
provide dealers with educational tools and resources for the remarketing industry.
“Independent dealers are the backbone of the remarketing industry, and they are facing challenges never seen before,” stated Dean Eisner, Manheim
president and chief executive officer.
“Working with NIADA, we are committed to helping their members respond to these challenges by offering a variety of remarketing resources that
no other company can provide,” he explained. “We are excited about this new partnership and look forward to collaborating with NIADA on new
and better ways to help members and the industry.”
Beginning Oct. 1, NIADA members can take advantage of a number of offerings as part of the long-term partnership, including:
—Dedicated classes from “The Wholesale Institute” for NIADA members to help dealers take advantage of online and
in-lane sales channels.
—Access to Manheim.com <http://www.manheim.com/>’s “The NIADA Dealer’s Edge,” which is a resource connecting dealers to a large selection of wholesale inventory in the industry.
—Manheim.com live auction bidding and 24/7 buying offerings.
—Opportunities to receive used-vehicle trending reports through Manheim Consulting.
—Targeted educational opportunities at NIADA conferences and through NIADA.TV broadcasts.
—Access to Manheim and NIADA’s national network of 80 physical locations and online channels, allowing members to conduct business anytime, anywhere.
“Our goal at NIADA is to provide our members with resources to help them learn, prepare and succeed,” shared Michael Linn, NIADA’s CEO.
“We have joined with Manheim in this endeavor as a long-term partner because they are committed to this same goal — to offer solutions that can
give independent dealers an edge,” he highlighted. “Manheim has been serving independent dealers for over 60 years, and we believe its knowledge,
expertise and resources will benefit our members today and well into the future.”
I
RVINE, Calif. — Kelley Blue Book is adding a Certified Pre-Owned Value to
its Web site next month to educate consumers about the benefits and value
of CPO programs.
KBB to Launch Certified
Values on Web Site
Basically, KBB calculates a specific model’s CPO value by adding an appropriate Auto Remarketing News
certified premium to the vehicle’s Blue Book Suggested Retail Value.
November 18, 2009
KBB processes recent certified vehicle transactions through a statistical model
and analyzes discrete CPO program costs to calculate specific vehicles’ CPO
premiums.
“Publishing the Kelley Blue Book CPO Values will help promote manufacturer
based certified programs as well as the value and peace of mind it affords
consumers,” shared Paul Johnson, president and chief executive officer of KBB.
“Kbb.com will also have comparisons of various OEM programs which will help
educate the consumer and showcase the benefits of each OEM program,”
Johnson added.
Essentially, the KBB Certified Pre-Owned Value is a suggested retail price
that is reflective of dealers’ asking prices for CPO units, considers the dealers’
profits, advertising costs, sales commission, any other business costs and any
value association with the CPO program.
“Dealers have welcomed this new value as a way to help educate the consumer
about the benefits and value of buying a CPO car,” Johnson continued. “By
making this information available it potentially makes the sale of a CPO car
easier because a third-party independent source like Kelley Blue Book can
verify the program details and the vehicle’s value for a consumer even before
visiting a dealership.”
The KBB CPO Value will be next to the existing used-vehicle values within the
Used-Car pricing path on Kbb.com in early December. There will also be a Blue Book Certified Pre-Owned Value “hub” page.
And sometime in 2010, KBB is planning on integrating its CPO Value into many of its industry products and services, officials shared.
20
January 2010
Read & Respond
or
Certify Below
OIADA CONTINUING EDUCATION PROGRAM
Complete this test or Certify below that you have read the articles for Jan. 2010
QUESTION
ARTICLE:
Used Car Buyer
Certified Pre Owned (CPO)
More than three-fifths of used vehicle buyers originally plan to purchase a certified pre-owned model when they set out on the shopping process.
(1)
True _____ False ______
Consumers are becoming increasingly aware of the certified pre-owned market.
(2)
True _____ False _____
Buyers of certified pre-owned vehicles are increasingly loyal and should be considered an important segment of used vehicle buyers.
(3)
True _____ False _____
Half of certified pre-owned purchasers said they used the Web to find their auto, while 45% relied on a dealership visit.
(4) True _____ False ______
29% of buyers accessed dealer Web sites specifically to obtain information about the certified pre-owned segment.
(5)
True ____ False _____
Of the buyers who go online to shop for used vehicles, the most commonly visited sites are third-party sites. More specifically, 91% of buyers claimed to have visited a third-party site at least once.
(6)
True ____ False _____
Convention
Would you like to see the 2010 Convention held on Sun and Monday? The cost of everything is much less.
Yes________No_______
Convention
Would you like to see the 2010 Convention held in August?
Yes________No_______
I certify to OIADA that I have personally read these articles in The Oregon Dealer News Magazine for # 1-2010
My Name __________________________________________________ ____________(printed)
Dealership Name _________________________________________ Dealership # ___________
Dealer License Expiration Date:(Month)_________________________ Year)________________ Signed: _________
________________________________________Date __________________
FAX TO: 503-364-7331 or mail to OIADA, 1475 Capitol St NE, Salem, Oregon 97301
Membership Survey
Please fill out a fax or send back to OIADA
Fax: 503-364-7331
Do you have a membership with OIADA? YES NO Reason:
Do you attend the annual convention? YES NO Reason:
Do you have any suggestions for the convention?
Which products or services offered by OIADA do you use?
Where/how do you purchase your forms? Phone
In office
Website
Where/how do you obtain your continuing education? OIADA
What method do you prefer? Live
Class
Do you belong to a 20 group? Auction
Other___ .
Other .
Online
YES NO Mail
Convention
.
Not Happy
.
If so, whose?
What dealer software do you use? ____________________Love It
OK
What is the average number of units in inventory for your business?
Average monthly unit sales?
Do you advertise on the internet? If so, how? Craigslist
Personal
YES Website
EBay
NO
Autotrader.com
Cars.com
Cars 24/7
What % of your business is sub-prime?
What lenders do you use?
Are you ‘Buy Here / Pay Here’? Do you have a service department? What auctions do you use if any? PAA
How often?
YES YES CAA
NWAA
NO
NO
Crosspoint
Who do you use to transport your vehicles?
Do you sell Service Contracts? Do you sell Product Warranties? Average number sold per month?
Which company/ies do you use?
What vendors do you use for the following:
Advertising -
Insurance Price Guides -
Training Detail Supplies -
Tires Other -
YES YES NO
NO
Others
23
.
Other
.
ASSOCIATE MEMBER LIST: Your Dealer Products and Service
ADVERTISING
FINANCING
LEGALSERVICES
Autotrader.com
Katrina Sonley, 425-748-0670
Credit Concepts
Jason Moon, 541-342-8545
Simms & Simms
Ted Simms, 503-228-8583
Cars.com
312-601-6134
Mid Oregon Credit Union – Bend
Kyle Frick, 541-382-1795
Craig Nichols & Associates
Craig Nichols, 503-224-3018
The Oregonian
Jeff Fishback, 800-452-1420 x 8479
Nationwide Northwest, LLC
Kevin Sullivan, 916-997-2181
Buy Sell Ride Magazine
Nathan Samson, 503-516-6550
Reliable Credit Association
David Marx, 503-462-3022
LEASING
Oregon Roads, Inc.
New & Used Vehicle & Commercial Leasing
Joseph McKinney, 541-683-2277
SERVICE CONTRACTS
ACCESSORIES – AUTO
Auto Marketing Associates NW
Gary Palaniuk, 503-519-7725
Reliant Financial/ Oregon Auto Finance
1700 Valley River Dr. #B
Eugene, OR 97401
Gary Veum, 541-868-0472
A.U.L. Corporation
Gina Eagerton, 800-826-3207
United Finance:
Burnside, 503-232-5153
Gateway, 503-238-6466
Gladstone, 503-238-6495
Eugene, 503-342-7671
McMinnville, 503-472-3121
Salem, 503-585-6411
Tigard, 503-639-3115
Beaverton, 503-644-1153
Hillsboro, 503-648-4141
Gresham, 503-661-5626
Seaside, 503-738-6371
Woodburn, 503-982-1111
Pendleton, 541-276-1111
Grants Pass, 541-476-6801
Roseburg, 541-673-5581
Medford, 541-779-7391
Klamath Falls, 541-882-3333
La Grande, 541-963-6600
Auto Services Company
Dick Proudfoot, 503-705-7597
Northwest Auto Accessories
Craig Lessard, 503-288-5700
AUCTIONS – PRIVATE
Brasher’s Portland Auto Auction
Jerry Hinton, 800-300-3200
Brasher’s Northwest Auto Auction
Lisa Larkin, 800-905-3901
Cross Point NW dealer Auctions
Brian Hardy, 503-457-4000
Manheim Portland Auto Auction
503-286-3000
AUCTIONS OUT-OF-STATE
Adesa Seattle Auto Auction
Greg Beck, 253-735-1600
Dealer’s Auto Auction Northwest
Steve Doyle, 509-244-4500
South Seattle Auto Auction
Julie Picard, 206-762-1600
AUCTIONS – PUBLIC
Insurance Auto Auctions, Inc.
Ryan Hall, 503-253-1500
Tower’s Auto Auction
Micky Henson, 503-981-7777
Western Funding, Inc.
Brian Moore, 916-484-7770
FLOORPLAN FINANCING
Dealer Services Corporation
Garrett Jorewicz, 866-230-0820
FORMS & MEMBERSHIP
OIADA 800-447-0302
HEALTH CARE & BENEFITS
Woodburn Auction
Steve Morin, 503-981-8185
CAR RENTALS
Canon Investments, Inc.
Joe Canon (Salem), 503-378-0849
DEALER SOFTWARE
Frazer Computing, Inc.
Micheal Frazer, 888-963-5369
USA Travel/Wares
Sandra Carlson, 503-252-9375
OpenMetrics
AJ Weinzettel, 503-710-1829
The Summit Group of Oregon, LLC
John Petrie, 503-581-2825
INSURANCE & BONDING
Hecht & Hecht Insurance
Larry & Evelyn Hecht – OIADA
Agent of Record – Portland
800-609-0979
Jost, Stidd & Schrader Insurance
Ryan McKay, 503-305-6916
Sentry Insurance
Randy Dombrowski
800-624-8369 x 7272
Zurich
Chris Booker, 800-648-2144
Auto Care
Tim Letsom, 541-688-9290
A.U.L. Corp/ D.P.C. Inc.
Jim Bangert, 360-834-3333
NW Dealer Direct
Kevin Buck, 503-888-6034
Payment Insured Plan
Amber Gorham, 541-736-3512
The Guardian Warranty Corp.
Courtney Savage, 800-482-7357
TELEVISION/RADIO
Ronald Massey, 503-705-9497
TRAINING
OIADA: Continuing Education, Title &
Registration, & Pre-licensing
Ladena Borchers, 800-447-0302
Leedom & Associates
Twenty Groups-Consulting-Training for dealers
Chris Leedom, 941-371-7999
1475 Capitol St. NE
Salem, OR 97301
●503.362.6839 ●800.447.0302
Toll Free Fax: 877.227.3676
Fax: 503.364.7331
www.oiadanet.ning.com
Jan. 7th
& 21st
503-492-9200 | www.BrashersPortland.com
Jan. 21st
Jan. 14th & 28th • Up to 75 units
Jan. 21st
GSA SALE Jan. 21st
1:00 pm sale • Up to 100 units
Jan. 7th
& 21st
Jan. 21st • 100+ units
Represented by Peter Craig
Jan. 14th, 21st and 28th
every
week
Reliable Credit
C R E D I T
U N I O N
J A N U A R Y
7
DEALER SALE UP TO
1000 UNITS
NEW YEAR’S
KICKOFF SALE
$10,000 in auction credit
giveaways to get the new
year rolling
Non-op at 8:30
2 0 1 0
14
with up to 80 repo units
each week with Todd Olson
T H U R S D AY S AT 9 A M
DEALER SALE UP TO
1000 UNITS
NEW CAR FEATURE SALE
Up to 150 New Car Store Trades offered
with $100 28-day floats. Over 350 total
repo & fleet vehicles today!
HONDA FINANCIAL SERVICES
ACURA FINANCIAL SERVICES
Non-op at 8:30
21
DEALER SALE UP TO
1200 UNITS
NAME CHANGE SALE:
BRASHER’S PORTLAND
AUTO AUCTION
VOLKSWAGEN CREDIT
AUDI FINANCIAL
GSA SALE
Non-op at 8:30
28
DEALER SALE UP TO
1000 UNITS
HONDA FINANCIAL SERVICES
ACURA FINANCIAL SERVICES
Up to 75+ Honda Honda Financial and
Acura Financial Services units.
STARTS AT 1 PM
Non-op at 8:30