Thank You Dale

Dale, I want to first start by saying “thank you” for sending me your book. I received it Friday evening and began reading it Saturday. As part of my condition when I read my eyes dry out and I become drowsy. So I usually skim over a book or look for the audio version. Some books have interested me so much that I’ve had people read them onto an audio cd before. I was determined to make sure that I read every word of your book and it was so enlightening that I couldn’t put it down. About 11pm Saturday I was finished. I made lots of notes on my recorder that I use everyday in the field and have not fully reviewed them yet. My initial response of the book was that it is a “MUST read” for any dealer or used car manager in the business. Your investment minded approach to used car inventory management is nothing short of genius. Not only does it address the changing industry but it also illustrates why Vauto shouldn’t be labeled a “pricing tool” but rather as a “Virtual Used Car Manager.” I am curious of one thing. Do you think that one of the reasons we car guys have put so much emphasis on a 60 to 90 day turn is floor plan issues? I don’t recall you making a reference to this in the book perhaps because so many franchise dealers choose to own their inventory rather than pay interest. These are just my immediate comments and aren’t the reason I’m sending this email. The reason is because I’d like you to have this link http://www.autoremarketing.com/niada/headlines/headlines-jun-27-2.html
I imagine that if you didn’t find this yourself that someone has forwarded it to you. Just in case you missed it I thought I’d send it. To me this would be a great article to use in the field or to have your marketing team reference in a blast email. In the last few paragraphs you can tell that he must have read your book.

(this next part was written two days after the first)

I just finished two long days in the field. My first was with a dealer that really wants to “get it” but doesn’t just yet. My understanding is that he was close to signing with Vauto but at the last minute decided not to. His reasoning was that there are less expensive options. I too have less expensive competition and one of the closes I like to use is “you’re right, and you’ll get what you pay for” With a big smile. Then I clarify, rephrase, isolate and close again. I spent about 45 min giving my first “investment minded used car management” presentation. I must admit I enjoyed seeing the light bulbs go off and the pupils get big in the middle of the whole thing. I could tell by the type of questions they were asking that they were dialed in. (everyone but the used car manager) I let them know that I had only scratched the surface and that I would follow the meeting up with a copy of Velocity.

My next stop was at a Chevrolet dealership that I have been providing a lot of value to at no charge and I’ve never tried to up sell or modify his package. After signing him today for a product that cost about half of what’s he currently paying he confided in me that he never lets Reps get to him. He said his approach is to have them leave collateral and he’ll research it himself and make a decision. As I was standing in the middle of the tower and he was desking deals it made me feel somewhat proud. I asked him a simple question. “How often do you look at your used car inventory and consider what you stand to make, lose, or its break even point?” His response was “everyday” I said wow that’s the perfect answer. Then I made him a wager for a dinner at the nicest restaurant in Atlanta that I would bring him a book that would make a beneficial change to the way he does day to day management of his used car inventory. (you guessed it Velocity)

I also had a nice conversation with one of your current customers Ralph Cerulli. After talking with Ralph I consider him one of the three strongest car guys I have ever had the pleasure of sitting in front of. He is currently running a small BPG store in Atlanta, but that doesn’t begin to tell his story. He once reported directly to the owner of one of the largest groups in the country. He mentioned that he sent you an email concerning one of your articles about inventory re-stocking. Hopefully this got to you and you had a chance to respond because his group has several stores and it would be great to get Vauto in all of them. In closing I would like to again thank you for the book and the insight.

Thank you,

Mitch Harris