Successful Dealer Behavior Program^©
(4 Months - Conducted on-site at the Dealership)

Background

Sales Academy designed the Successful Dealer Behaviors Program^© in 1995 to help John Deere Agricultural Dealers take their businesses to a new level. In cooperation with John Deere Company Division Managers and Deere dealers, Sales Academy identified the reasons why dealer personnel do not perform the behaviors they already know how to do. We then designed the program to address those reasons so that these behaviors are put into practice on a consistent basis.

Sales Academy piloted this program with four dealers in 1996 from the Minneapolis and Columbus branches. The results were so outstanding that the Minneapolis branch commissioned Sales Academy to deliver the program to many of its qualifying dealers throughout 1997, 1998 and 1999.

Caterpillar Dealers

A special customized version of the Successful Dealer Behaviors Program^© is now available for the Ag divisions of Caterpillar Dealers. Running 3 months instead of four, it takes into account the differences between Cat and other brand dealerships.

What the Program Includes

1. Testing
   1. SPQ - The Call Reluctance Test^®
   2. The Sales Academy "What is Important to Me?" Questionnaire
   3. The Sales Academy Sales Person Questionnaire
   4. The Sales Academy Sales Manager Questionnaire
2. Workshops
   1. The Call Reluctance^® Workshop
   2. The Sales Academy Behavioral Sales Workshop^©
   3. The Sales Academy Most Valued Customer/Teamwork Workshop^©
3. Individual interviews with all employees
4. Meetings - 4 Manager Meetings and 1 Employee Meeting

Realities the Program Accepts and Addresses

Many managers are promoted to management because of abilities in areas other than management .

Many managers have not learned how to effectively manage people.

Most employees would like to succeed and please their managers. They become frustrated because they are not always sure what their managers expect from them.

Low prospecting is a problem in most dealerships. However, most sales people do not fail because they do not want to succeed or because they do not know what to do to succeed. They fail because they are emotionally unable to do the things they say they should to get the things they say they want. Also, they have not learned successful selling behaviors.

Most managers and employees talk about the things they know they should do to increase business but they do not follow through on their ideas.

Communication in a dealership is not always consistent, complete or effective.

What the Successful Dealer Behaviors Program^© Does

This is a 4-month program to accomplish the following:

• Find out what motivates each employee.
• Find out what would stop them from achieving their goals.
• Teach employees how to manage the fears that habitually hold their careers hostage.
• Teach salespeople successful selling behaviors that raise their level of selling.
• Teach sales people how to penetrate their biggest accounts to get more of the dollars available and how to acquire additional high-dollar customers each year.
• Show managers 'down and dirty' sales management techniques that help them get their people to do what they would like them to do.
• Show managers how to consistently develop their employees to higher standards.
• Show employees how to consistently raise their value to the dealership.
• Show managers how to align the goals of their employees to the goals of the dealership.
• Teach managers about 'Non-Negotiable Behaviors' and 'Successful Behaviors' and how to design and implement them for the benefit of both the employees and the company.
• Teach managers how to translate successful behaviors into money for the dealership and themselves.

It does all the above by using successful behaviors to develop successful habits, by getting everyone in the dealership to feel pride in their commitment to acquiring and keeping loyal customers, and by identifying the essential differences that make the dealership stand apart from its competitors.

Availability

Because of the heavy commitment of time by Sales Academy, this program must be reserved several months in advance. Frank Lee personally conducts only 2 programs each year.

Requirements for Candidacy for This Program

This program is not for every dealership. It requires a high level of commitment from the dealer principal and managers. If this is not forthcoming, Sales Academy will refuse to enroll a dealership in this program.

ALL people in a dealership must participate. This includes office personnel. Although this program requires a great deal of commitment, each manager will derive personal benefits from it far in excess of their expectations.

Totally Customized

No two programs are exactly the same. Once the program gets underway, it becomes the program of the dealership involved. They decide on the behaviors that would best benefit their dealership. They control the outcome. Sales Academy helps guide them to accomplish the things they set out to accomplish.

Minimum Business Disruption

All workshops are designed to minimally disrupt the business of the dealership. The Fear-Free Prospecting and Self-Promotion Workshop^© is repeated over 2 days so that half of the employees attend one day and the other half attend the second day.

Everything is on-site! All workshops and meetings are conducted either at the dealership or at a location convenient for the dealership. There is no travel time or costs for managers and employees.

How the Program Works

The program consists of 4 meetings, various questionnaires and workshops over a 4-month period. Meetings are approximately one month apart. The following table gives brief descriptions of these meetings:

	Who Attends	Meeting Format
Meeting 1	Managers only 1st Manager Meeting        (3 - 4 hrs)	Explain program Set parameters and expectations Prepare measurements Explain behavioral models Design 'baby step' behaviors Explain and hand out Behavior Forms.
	All Employees (About 20 minutes each)	Personal interviews to announce and sell the Program to all employees. Personal opinions noted.
Interim	All questionnaires are administered and sent to Sales Academy. Sales Academy scores, analyses and prepares reports on all questionnaires.
Meeting 2	All Employees (2 x 7-hour Workshops)	Call Reluctance® Workshops (2 separate workshops)
	Sales Managers and Sales people (1/2 Day)	Behavioral Sales Workshop based on "P.A.S.S. C.A.L.F. - 8 Behaviors of Sales Success in an Agricultural Dealership"
	All Managers 2nd Manager Meeting        (3 - 4 hours)	Management responsibilities defined How to use test information to more effectively manage employees Going beyond 'baby steps' Successful Behaviors for managers.
Meeting 3 (2 days)	All Employees (2 Days - Sales people and 1/2 employees 1st day; Sales people and rest of employees the 2nd day)	Most Valued Customer/Teamwork Workshop©
	All Managers 3rd Manager Meeting        (4 hours)	Leadership Redesign and implement new behaviors Accelerate program.
Meeting 4 (1 day>	All Managers 4th Manager Meeting        (4 - 5 hrs)	Resolve any difficulties or other issues Design blueprint for the next year Create business plans for each department using behavioral models learned Create employee development programs.
	All Employees (1/2 hour)	Celebrate successes with all employees Motivate for the future.