F&I and Showroom, February 2014

Letters 4 F I and Showroom February 2014 Vice President Group Publisher AutoGroup Sherb Brown 310 533 2451 sherb brown@ bobit com Publisher Dealer Group National Sales Manager David Gesualdo 727 947 4027 david gesualdo@ bobit com Editorial Director Gregory Arroyo 310 533 2592 gregory arroyo@ bobit com Senior Editor Stephanie Forshee 310 533 2496 stephanie forshee@ bobit com Associate Editor Brittany Marie Swanson 310 533 2588 brittany swanson@ bobit com Art Director Vince Taroc Graphic Artist Jeff Polman Great Lakes Sales Manager Robert Brown Jr 248 601 2005 robert brown@ bobit com Sales Marketing Coordinator Tracey Tremblay 310 533 2518 tracey tremblay@ bobit com E Media and Print Production Manager Brian Peach 310 533 2548 brian peach@ bobit com Audience Marketing Manager Tony Napoleone Chairman Edward J Bobit President CEO Ty F Bobit Chief Operating Offi cer Cyndy Drummey Chief Financial Offi cer Richard E Johnson Business and Editorial Offi ce Bobit Business Media 3520 Challenger St Torrance CA 90503 Fax 310 533 2503 Change Service Requested Return Address Bobit Business Media PO Box 2703 Torrance CA 90509 Subscription Inquiries 888 239 2455 BobitPubs@ Halldata com Printed in U S A Focus on Leasing TO MARV ELEAZER I loved reading your December column No Talent Required Page 44 I work in a GMC Buick store where leases account for 80 of transacted deals What kind of numbers are other stores doing with that type of lease penetration I would like your insight on how to improve my numbers as well Randy Birtles Vyletel group Inc Business Manager Sterling Heights Mich Im hearing pretty high lease numbers with certain makes yours being one of them Weve found good success with prepaid maintenance and excess wear Ive heard some stores are doing well with cosmetic products such as tire and wheel and paintand fabric protection due to the fact that customers are keen on returning their leases in top shape F I getting involved as early as possible when a lease prospect is identifi ed is another key to managing profi t Good Luck MARV ELEAZER Video Review TO GREGORY ARROYO In response to your December editorial On the Air Page 6 I would say that the learning curve when it comes to using video in sales development is long and complicated For those that are willing to make the commitment the rewards far outweigh the effort Unfortunately the 80 20 rule applies to all endeavors in life and the vast majority of dealers and income development providers are not willing to put the time and effort into using this resource to its potential We started using video in 2006 and we are still working on the most effective process Its easy to turn a camera on The hard part is taking the time to carefully review the recordings and fi nd salient content that can be used to develop processes for sales compliance and customer satisfaction As a former football coach I was heavily dependent on game fi lm to develop my players As a sales development coach I still am and still do Learning to sell from a trainer in a workshop is valuable seeing yourself and others do it live is a game changer John Braganini Principal Great Lakes Company Kalamazoo Mich Tips for Success TO MARV ELEAZER I enjoyed your December article No Talent Required I was hoping you could tell me the Top 5 things a new fi nance manager can do to achieve success in this business For the past 24 years I have been in the marketing and communications arena but I found myself out of work and looking for a new career due to downsizing I have been in the automobile industry for only 16 months and have been the top salesman for my dealership over the course of my brief tenure here selling 40 more cars last year than the next closest sales professional Because I experienced such success selling cars I was promoted to F I I want to experience the same success in this new endeavor Any insights you can offer would be greatly appreciated Dwayne A Pinnell F I Manager Hendrick Volvo of Kansas City Thanks for reading Youre already doing one of my Top 5 by reading and studying the business Here are some additional recommendations Make a solemn vow to always be honest even when everyone is against you Maintain professional conduct at all times and remember that you were once a salesperson Seek out training and never miss an opportunity to up your game Always monitor your progress and keep notes so you can compare yourself against past performance MARV ELEAZER