TAKE CONTROL

OF

I FOUND OUT...

ALMOST EVERYBODY

DOES ALMOST

EVERYTHINGALMOST ENOUGH

TO GET TO THE NEXT LEVEL.

I FOUND OUT...

TO GET TO THE NEXT LEVEL

YOU HAVE TODO WHATEVER

IT TAKES...

YOU HAVE TONEVER, EVER,

EVER GIVE UP...

YOU HAVE TODO EVERYTHING

A LITTLE BIT MORE THAN

EVERYBODY ELSE...

YOU HAVE TOWANT IT BAD...

AS BAD AS YOU WANT TO BREATHE.

I FOUND OUT...

TO GET TO THE NEXT LEVEL

TO TAKE YOUR STORE

TO THE NEXT LEVEL

YOU HAVE TOTAKE

CONTROLOF

7THINGS

1. TAKE CONTROL

BE A GOOD

LEADER

• SET AN EXAMPLE• TAKE A STAND•BE STRONG• STAY FOCUSED

YOU HAVE TO...

•CLEAR EXPECTATIONS• TRACK PERFORMANCE•HOLD ACCOUNTABLE•BE A MOTIVATOR

YOU HAVE TO...

• STAY POSITIVE•WORK YOUR PLAN• STOP EXCUSES•DON’T COMPLAIN

YOU HAVE TO...

THE ONLY THING WORSE THAN A

CRYBABY EMPLOYEE...

IS ACRYBABY

BOSS.

YOU HAVE TO BE A LEADER

YOU HAVE TO HAVE A PLAN

YOU HAVE TO BELIEVE

YOU HAVE TO MAKE SURETHE DOG

WAGS THE TAIL.

2. TAKE CONTROL

GET OUT OFFICE GET ON THE DRIVE

• LOCK THE DOOR• THROW AWAY KEY•NOTHING GOOD EVER HAPPENS IN THERE

YOU HAVE TO...

GET OUT OF YOUR OFFICE,ONTO YOUR SERVICE DRIVE.

THAT’S WHERE EVERYTHING HAPPENS...

AND ALL OF THE MONEY IS MADE.

YOU HAVE TO BECOME A SERVICESALES MANAGER...

• TEACH HOW TO SELL• NEGOTIATE• CLOSE DEALS• NOBODY WALKS POLICY• OVERCOME OBJECTIONS

YOU HAVE TO...

•GREET FAST•GOOD WALKAROUND• EXPLAIN MPI•CHECK TIRES•CHECK WIPERS

MAKE SURE ADVISORS

YOU HAVE TO GETOUT THERE...

YOU WILL LEARN MORE IN 2 HOURS ON THE DRIVE...

THAN YOU WILL IN 2 YEARS IN THE OFFICE.

GET OUT OF YOUR OFFICE,AND ONTO YOUR DRIVE.

3. TAKE CONTROL

FIX YOUR PHONE

PROBLEM

EVERY MONTH, YOU SPEND THOUSANDS ON ADVERTISING...

JUST TO GET CUSTOMERS TO CALL...

AND WHEN THEY DO...YOU DON’T ANSWER!

YOU PUT THEM ON TERMINAL HOLD.

47% OF CALLERS GIVE UP AND HANG UP...

53% THAT ACTUALLY DO TALK TO AN ADVISOR ARE SUBJECTED TO...

WATER-BOARDING.

IT’S HORRIBLE.

•DON’T GET NAME•BLURT OUT A PRICE•DON’T GIVE REASONS•DON’T ASK FOR APPT

MOST ADVISORS

CUSTOMERS HATE TO CALL YOUR STORE.

•HIRE ADVISORS•CALLS TO BDC• SVC OPERATOR•DO WHATEVER YHTD

YOU HAVE TO FIX IT.

BUT, FIX IT.

85% CALL FIRST.

YOU CAN INCREASE SERVICE TRAFFIC INSTANTLY...

IF YOU JUST FIX

YOUR PHONE PROBLEM.

4. TAKE CONTROL

BE OPEN FOR BIZ

MORE

70% MAINTENANCE WORK IS DONE ON WEEKENDS.

• EVENINGS•ALL DAY SATURDAYS• SUNDAY –

IN SOME MARKETS

YOU HAVE TO BE OPEN MORE.

IF THE COMPETITION ISOPEN – YOU SHOULD BE OPEN.

IF YOU AREN’T OPEN... THEY GO SOMEWHERE ELSE – FOREVER.

TODAYYOU NEED EVERY CUSTOMER YOU CAN GET...

•ADVERTISE – IT’S NEW•DON’T BURN PEOPLE• 5 DAY SCHEDULES•DONT BURN YOURSELF• EMPOWER PEOPLE

BE OPEN – DO IT RIGHT

BE OPEN.

NOTHING HAPPENS WHEN YOU ARE CLOSED.

5. TAKE CONTROL

STOP DOING SILLY STUFF

• $ 89 - CHECK ENG LITE•AVG RO IS OVER $300•GET THE CAR IN• FIX IT & KEEP CUST

STOP CHARGING...

• $ 30 - REPLACE BULB• $ 50 - LBR ON BATTERY• $ 89 - MOUNT & BAL

STOP CHARGING...

STOP MAKING CUSTOMERS STAND IN LINE AT CASHIER WINDOW.

IT’S SILLY.

IT PISSES CUSTOMERS OFF & THEY DON’T COME BACK - AND...

CUSTOMERS HATE TO STAND IN LINE.

EVERYBODY HATES TO STAND IN LINE.

EVERYBODY HATES CASHIERS.

•MAKE ADV CASHIER• TEACH THEM HOW•GIVE A TERMINAL• FIRE YOUR CASHIER

SOLVE THE PROBLEM

CUSTOMERS HATE TO STAND IN LINE.

EVERYBODY HATES TO STAND IN LINE.

I HATE CASHIERS.

GO BACK TO YOUR STORE AND FIRE YOUR CASHIER TOMORROW.

6. TAKE CONTROL

ADVERTISE SMARTER

TAKE YOUR ADVERTISING TO THE NEXT LEVEL...

BRAND YOUR STORE

MAKE SURE ALL MAILERS & COUPONS MATCH.

HAVE A CONSISTENT LOOK THAT BUILDS BRAND EQUITY.

THAT’S SMARTER.

• LOST CUSTOMERS•NEW CUSTOMERS•ALL MAKES•OLDER VEHICLES• THEY SPEND $$$ TOO

GO AFTER...

TODAY,YOU NEED EVERY CUSTOMER YOU CAN GET.

MAINTENANCE INTERVALS FOR OIL CHANGESARE STRETCHED…

AND WILL BE STRETCHING MORE IN THE FUTURE...

IF YOU WAIT ON OIL CHANGES...

BE LUCKY TO SEE A CUSTOMER ONCE A YEAR.

BUT TIRE ROTATIONS ARE STILL NEEDEDAT 6,000 MILE INTERVALS.

ADVERTISE THAT!

THE GOAL IS TO...

GET THEM IN,GET THE WHEELS OFF,AND START SELLING.

TAKE CONTROLAND ADVERTISE SMARTER.

7. TAKE CONTROL

BEAT THE

COMPETITION

I DON’T MEAN JUST BEAT’EM...

• TAKE THEM DOWN•RUN OVER THEM•BACK UP AND•RUN OVER AGAIN...

BEAT’EM

I MEAN...

•CUSTOMER SERVICE•QUALITY•CONVENIENCE• PRICE & VALUE•ON EVERYTHING

BEAT’EM...

•GO ONLINE & CALL•CHECK THEIR ADS•CHECK THEIR OFFERS•CHECK THEIR PRICES

YOU CAN’T BEAT’EM IF YOU DONT KNOW’EM

• TIRES•BRAKES•BATTERIES•QUICK LUBE

BEAT’EM...

THEN BEAT’EMSOME MORE.

SELLPRE-PAID MAINTENANCE ON THE DRIVE...

87% RETURN FOR THE PREPAID SERVICE & SPEND MORE.

SELLEXTENDED SERVICE CONTRACTSON THE DRIVE...

83% OF ESC BUYERS RETURN TO SELLING DEALER FOR REPAIRS& THEY BUY MORE.

BEAT’EM WITH ANOWNER LOYALTY CLUBTO ENSURE YOUR CUSTOMERS RETURN.

BEAT’EM WITH A CAR WASH AFTER SERVICE...

FREE ANYTIME.

MAKE YOUR CUSTOMERS LOVE YOU& GIVE THEM REASONS TO NEVER GO ANYWHERE ELSE.

BEAT THE COMPETITION.

BEAT’EM TO DEATH.

IT’S TIME TO

TAKE CONTROL.

• BE A LEADER• GET OUT OF OFFICE• FIX YOUR PHONES• BE OPEN MORE• STOP BEING SILLY• ADVERTISE SMARTER• BEAT COMPETITION

TAKE CONTROL

TAKE YOUR SUCCESS TO THE NEXT LEVEL.

RANDY JOHNSON

TAKE CONTROL