I want to talk to you about pricing and how dealers post prices on their used cars.

Some dealers do not post any prices on the cars sitting on their lot. A few don’t even post a price on the Internet. Some have an Internet price, but they don’t have an actual price on the cars. A few have the price coded on the car for the sales person. Some dealers require the sales person to get a price from the sales manager or they may have a price sheet in their pocket from which they will quote. About 1/3 of all dealers have a price on the vehicles on the lot that is different than the price on the Internet.

Dealers who follow any part of these procedures have an array of excuses for doing so. Some dealers will say they don’t want to post prices on their cars because they don’t want customers coming on the lot when they are closed, getting a price and being able to shop them. Really? Look Einstein, they’re gonna get a price one way or the other. Can you say Internet? (If you’re big in the Subprime business that’s a whole other subject.)

They will also say it’s because they want to give the sales person a chance to hit a homerun on the drunk that staggers into the dealership who doesn’t own a computer. Ok, they don’t actually say it that way, but that’s my real world way of putting it into language we all understand.

Let’s all raise our hands and agree that more than 80% of the people shopping a used car shop on the Internet. Now that I’ve gotten you to agree to that then let me give you another number that you might not want to agree with but it’s absolutely true. Here you go: 65% of the people who show up on your lot to look at a used car have been online, looked at your prices and don’t tell you so.

No doubt, a skilled sales person will attempt to find out such a critical piece of information, but you need to know going in that when you play the pricing game with your customers you are going to lose the game more times than you win.

Your credibility goes down the tubes as oftentimes the customer won’t say anything to you and just leaves because you quoted them something different than the internet price.

I’m going to share with you what I believe is the best way to achieve the maximum gross and sell the most cars with the minimum loss of deals.

Without a doubt your Internet price and the price of the cars on your lot need to match. You should consider a window sticker on the side of the car with all the equipment and a "Retail Price." Use whatever source you want to determine the retail price. Just make it a real big price.

Use an attractive hang tag (CLICK HERE FOR HANGTAG) to show the Internet price. The hangtag makes it very easy for you to make price adjustments whenever you make an Internet pricing change.

In today’s market there is no logical reason to approach the pricing of your used cars in any other manner. You must continue to do a better job of training your sales staff so they can justify that the Internet price you have posted is fair market value and your dealership is the place the customer needs to do business.

When the sales staff stops selling the price and starts selling the value you will sell more cars, make more money and have happier customers.

So, have I changed your mind about your pricing? Just remember "only canned sardines can’t change their minds." That’s all I’m gonna say, Tommy Gibbs

When I was in college we used to mix an alcoholic drink called purple passion. The way I remember it the formula was 190 proof grain alcohol mixed with grape juice. Not that I was ever a heavy drinker but I probably lost some serious brain cells drinking that stuff.

The appeal of that drink wasn’t just the alcohol content; it was the name "Purple Passion." More the word passion than purple! There’s something about the word passion that brings out excitement and enthusiasm in most people.

Organization like Zappos Shoes, Starbucks, and Apple will point to the passion of their employees as a driving force in the culture, which contributes greatly to their success.

People and organizations don’t necessarily fail because they are stupid or don’t know what to do. They fail because of the lack of passion. Passion is not something that can actually be taught. I’d love to hold a workshop on passion, but I doubt it can be done. Besides, most people wouldn’t feel they need a workshop on passion. They think they already have it, but the reality is most don’t.

I can show you what passion looks like. I do my workshop with great passion. You won’t agree with everything I teach, but you will agree that I do it with passion.

Passion is created when you’re doing something you love to do. That’s the problem, for many people are doing whatever they do for a check.

The number one reason companies like Apple succeed is because they hire people who are passionate about the business they are in. The greatest challenge for most businesses is to take the time to find people who are passionate about their work or at least have a slight flame burning that can be set on fire when shown the way.

Passion is multiplied in any organization by finding "like-minded" people. Passionate leadership will establish standards that are of the Ritz Carlton/Disney type. These standards have to be fed to the masses everyday by the passionate ones to the extent that people either eat it or move on. If passion scares non-believers away, how can that be such a bad thing? You should expect people to become believers and if they can’t, then it’s time to make a change.

There’s a massive connection between passion and goals. If you don’t have goals then it’s pretty unlikely you will ever have a passion for anything. Your goals have to be constantly changing. Passionate people are not successful because they achieve their goals. They are successful because they keep changing their goals. Setting goals too low or too high doesn’t work. Setting goals just a tick out of reach is the key. You hit that just out of reach goal, set another and the passion burns on.

I’ve often said that one of the worst things to happen is when people get in a comfort zone somewhere between two and three years in a given job. The lack of passion is easy to spot. It’s that person who says "Oh, I’m very happy being an F&I manager and I look forward to retiring doing this job."

I’m not saying that’s totally a bad thing, but if this is the person that’s going to fire up the passion in your business you would be as well off drinking purple passion. Having people around you who think like this will cause you as much brain damage as a gallon of purple passion made with 190 proof grain alcohol. That’s all I’m gonna say, Tommy Gibbs

You may have heard these numbers by now, but just in case you didn’t I will share them with you. Last year there were 12.7 million new cars and trucks sold in this country. That’s a number you have probably read a lot about. A number that you’ve not heard much about is the 38.7 million used that were sold.

Both numbers are up from 2010. Roughly one million more new and two million more used were sold in 2011 than in 2010. Here’s the breakdown of the 38.7 M used.
New Car Dealers: 13.8 M
Independent Dealers: 13.7 M
Private Sales: 11.2 M

New car dealers and used car dealers were almost a split coming in around 36% each of the total market and private sales at about 28%.

Did you sell more used in 2011 than you did in 2010? If you didn’t, shame on you. With 2 million more used sold last year, your used car sales should have also increased.

Let’s assume you did sell more used in 2011 than 2010, the next question is did you get more than your fair share. I can’t define "more than your fair share." Only you can do that by taking a look at your total used car market.

There are a lot fewer new car dealers chasing the used car numbers than there were back in 2008, 2009. There are also fewer used car dealers competing for the used segment. In the big picture there are fewer dealers and more used cars being sold. If you’re not kicking butt in used you really need to have a chat with yourself.

I’m amazed at the 13.7 million used that the independent dealers sold. Can we agree that in one way or another most of their inventory comes from a new car dealer? They get most of their inventory from a new car dealer who sells them as a perceived wholesale piece either directly (I say perceived because a lot of them could have been a retail piece) or at an auction. So one way or another a large percentage of their inventory comes from a new car dealer. Talk about insanity!

Why do you let that happen? Oh, sure some of it is junk and you don’t want to deal with it. True story. But more often than not you have become prejudiced against certain vehicles you don’t want to mess with.

It’s not unusual for you to trade a car in and it might be the number one seller in the market. You keep it for 60 days, don’t retail it, dump it in the wholesale market, and lose $2000. So the next time that car comes to the front door you immediately have an attitude about it. You either don’t step up or if you do trade for it you wholesale it because you don’t want anymore of that "action." The truth of the matter is that the reason you didn’t retail it the first time was because you didn’t market it right. Had you priced it right on day one you wouldn’t have it on day 61.

Another very important piece of the equation is that you keep trading in those $5,000 to $10,000 cars and every time you take them into the shop they try to knock your head off with the repairs. You get tired of having your head knocked off, so you wholesale them.

But, wait, wait…you still need inventory so you go to the auction or ring up the Enterprise guy and you buy some late, late model stuff that you don’t have to spend a lot of money on. That’s what I call being in the NEWSCAR business. That’s when the average cost of your used cars keeps creeping up and up and gets real close to your new. Then you wake up one day with an average cost per unit in stock around $18,000 and you wonder why you’re not selling any used cars.

If you’re going to get more than your fair share of the used car market then you have to play unfair. Playing unfair means taking advantage of the massive amount of information available to you from vAuto, Auto Trader and Auto Count USA. You will not win the game unless you become a student of the game. That’s all I’m gonna say. Tommy Gibbs

Are you heading to or at the NADA Convention? I hope so. If you’re not going I’m wondering why? Why would you not go? Short on staff? I guess that’s a maybe. You went last year? Ugh, I guess that might be a maybe also. Can’t afford the expense? Another maybe goes up on the board. Those excuses and most others are not great reasons for not going.

Some of you live in a little box and wonder why things never change for you. If you’re like most dealers you spend the largest majority of your time in your dealership pushing yourself and encouraging your staff to do the things we all know are important.

The problem with being in the store every day is you end up in a "mental box." Your brain needs a shot of WD 40 once in a while to loosen things up and make the wheels turn faster.  It’s winter, it’s cold and if you’re not careful your brain will freeze up and not thaw until sometime in August.
It’s easy to say "the Convention is always the same, so why bother?" Not true. The only reason the Convention is the same is because you’re the same.

If you’ve gone to the Convention in the past to rub shoulders with the factory guys and attend the parties then I guess it would be the same for you. You get out of something what you put into it. If you go to the Convention and are determined to take real ideas back to your dealership and make things happen the odds will be in your favor of doing so.

It’s hard for your vision to change when you sit there and stare at those same walls and same people day after day. It’s a cancer that eats away at your soul. That’s why you need to go. You need inspiration. You need to see the possibilities. You need to go and learn something.

So, if you’ve not already made plans to go, it might be too late and that’s a shame. If you do go, you can stop by the vAuto booth #1558 and get a free copy of my "Little Used Car Book, Volume 3." My little book is not a cure all for your used car business but it’s guaranteed to give you some ideas and wisdom to help your bottom line.

Finally, I’d like to encourage you to attend your state or local association meeting and by all means consider joining a Twenty Group. You cannot expand your knowledge and your business by sitting in your office daydreaming about the possibilities. That’s all I’m gonna say. Tommy Gibbs

This past Sunday the NFC and AFC championship games were played. Oddly enough they were both decided on a winning and missed field goal at the end of the game. In the NFC Championship game Lawrence Tynes kicked a winning 31-yard field goal in overtime to help the Giants beat the 49ers and advance to a second Super Bowl in five seasons.

In the AFC Championship game New England escaped defeat when Billy Cundiff hooked a 32-yard field-goal attempt wide left with 11 seconds remaining that would have forced an overtime.

One team wins because of a successful kick, the other loses because of an unsuccessful kick. Lawrence Tynes is a hero, Billy Cundiff is a goat. Really? I hardly think so.

As many of you know I refereed college basketball for 17 years. There were games I refereed when either I or another referee were accused of losing the game with a tough call toward the end. As a referee you hate to have an impact on the game that way. The reality is a referee has never won or lost a game any more than those two kickers won and lost on Sunday.

How many mistakes do you think were made during the course of the game that could have prevented it from getting down to one kick? How many fumbles? How many blown plays? How many missed assignments? How many bad reads by the quarterback? How many botched covers by the defensive backs? How many wrong routes run by the receivers? How many poor defensive schemes set up by the coaches that put players in the wrong place at the wrong time? How many bad calls by the offensive coordinator? How poor was the overall game plan? How many times did the discipline break down?

Can you relate to any of this in your business? It’s not any one mistake during the course of a month that causes you to have a bad month. It’s a multitude of them over a period of time.

If you miss a trade in, or put too much money in a car does it matter? No, it only matters if you keep doing it.

If you buy the wrong car at the auction, does it matter? No, it only matters if you keep doing it.

If you don’t log a customer does it matter? No, it only matters if you keep doing it.

If you have a breakdown in your culture or core values does it matter? No, it only matters if you keep doing it.

If you don’t demo a car does it matter? No, it only matters if you keep doing it.

If you let one unit go over 60 days does it matter? No, it only matters if you keep doing it.

If you have an unhappy customer, does it matter? No, it only matters if you keep doing it.

If you don’t do a trade walk today, does it matter? No, it only matters if you keep doing it.

If you don’t execute your sales processes, does it matter? No, it only matters if you keep doing it.

Obviously I can go on and on, but the take-away for you on this should be that if you have a bad month or you’re not selling the number of cars you would like to be selling it’s not because you make a mistake here or there, it’s because you continue to make the same mistakes over and over.

Consistency is very important. If you’re consistently not getting results it’s because you’re consistently doing so many things wrong.

So, it wasn’t the kicker who won or lost the game on Sunday. It was a multitude of good and bad decisions by the players and coaches that created the final results. 

You will win or lose depending on the consistency of you and your team’s good and bad decisions. That’s all I’m gonna say, Tommy Gibbs

Someone told me something recently that makes really good sense and it goes like this, "Anything you say before the word but is a bunch of bull poo poo." I made up the part about bull poo poo, he actually said meaningless. Meaningless or bull poo poo, it’s a bunch of crap.

So let’s chat a bit. You might say something like "I have a great used car manager, but I can’t get him to understand why ROI is important." Everything you said before the word but is bull poo poo.

That’s fun, let’s do some more:

"Sam is a really smart guy, but he just won’t get with the program."

Oh, gosh this is awesome, let’s keep going.

"Ralph has been a loyal and dedicated employee, but he just can’t seem to show up on time."

"I have a great used car manager, he really knows cars, but we have a lot of stuff over 60 days old."

"We have a great website, but we just can’t seem to get our pictures online in a timely manner."

"We have prices posted on our used cars, but they don’t match the prices we have on the Internet."

"My used car manager is a great closer, but he doesn’t understand how to price used cars."

"Curtis is a nice guy, but makes poor buying decisions by buying too many high dollar cars."

"Bob is a hard worker, but he’s an idiot." 

"My used car manager is one of the best in the business, but we’re only getting 5 turns a year."

"We have great sales people, but we can’t get them to sell used cars."

"We have a great service department, but we can’t get them to get used cars through the system in a timely manner."

"My general manager is awesome, but his people skills are terrible."

"We spend a ton of money in advertising, but we haven’t figured out what role digital plays in our business."

"My used car manager is really tight with all the wholesalers, but we always lose money when we sell them a car."

"Joe is a great manager, but his paper work is a disaster."

"Steve is one of our best managers, but he doesn’t want to change from old school thinking."

Ok, I’m having way too much fun. How many of these can you come up with yourself about things in your organization? This whole "but thing" is simply an excuse and/or a weakness as to why you are not willing to deal with the problem or issue at hand.

I recently was reading a book review in the Wall Street Journal titled "Marshall and His Generals." It’s a biography of General George C. Marshall and how he shaped the U.S. Army Generals during World War II. 

To quote from the article and book: Marshall could be pitiless in relieving generals, especially those who were too old or too slow to adapt to the war’s brutal pace. His ruthlessness spawned enemies at the Officers’ Club, in Congress and in the hierarchy conscious world of military wives, but Marshall prided himself on remaining objective. As he told a gathering of governors in 1943: "The man has to have it or he doesn’t stay. And we listen to no excuses of any kind."

There comes a point in your life or business career when you need to show some real spine. You need to jump up on your desk, rear up on your hind legs and be counted.

You’re running a business. You’re not running a democracy. You can keep on "but"-ing all you want. At some point your "buts" are gonna bite you in the butt. 

Remember I said at the beginning everything before the word but is meaningless.

Ok, one last but…"Tommy Gibbs is really expensive, but he’s made me so much money I feel brilliant that I hired him." That’s all I’m gonna say. Tommy Gibbs

It was recently pointed out to me that not everyone understands the term "did you get up with…" For me I’ve always thought it made perfectly good sense. In my little world it means did you make contact with so and so.

We often fail to realize that everyone does not live in our world and speak our language. Just because we know what we mean doesn’t mean everyone else does. Our ability to communicate with others is critical to our success and even more so when you think of it in terms of an organization.

It’s not unusual for the owners or top management to have a vision for where they want to go, but they communicate that vision so poorly that it breaks apart before it ever had a chance to succeed.

I’ve written in other articles about my business partner for some 30 years, Ashton Lewis from Chesapeake, VA. Ashton is a second-generation dealer. He, his cousin, Lewis Wood, and George Pelton are the principal owners of the First Team Auto group located in Chesapeake, Roanoke, and Hampton, VA. Ashton’s son, Ashton Lewis, Jr. is the third generation and successor to the operations. The baton is gradually being handed over to Ashton, Jr. The future is very bright. These are four of the finest people I have ever met in my life.

Back in November Ashton and his team attended a Dave Anderson’s Strategy Summit held in Dallas, TX. Dave’s summit was an awesome experience for the team and has served as the catalyst to create a new and exciting vision and direction.

I had the distinct honor last week of serving as the Emcee for their kickoff meeting announcing the new vision to all their associates. Weeks and weeks went into the planning of the meeting. It was a mandatory meeting with several hundred team members attending at a local convention center. All the dealerships involved were closed down until 9:30 that morning so everyone could be present. There’s a very powerful message when you close an entire dealership down during one of the busiest times of the day.

The meeting was extremely well done. Prizes galore. Color TV sets, IPods, Kindles, and a grand prize of an all-expense paid trip to the Daytona 500 for two. But the most important part was the energy and effort put together to communicate the vision and road map to achieve the goals at hand. A full video presentation with cool lights and awesome music. (And of course me dancing around.)

Their theme is 1/10/25. 1 meaning to win all the manufacturer’s awards, 10 meaning 10% growth, and 25, meaning for the three stores located in the Hampton Roads area to sell 2500 used cars this year. No doubt that one was my favorite.

At the end of the meeting every employee received a 1 dollar bill, a 10 dollar bill and an American Express gift card for 25 dollars to cement the commitment to the 1/10/25 theme.

So, you’re sitting there thinking, what’s the point of all this chatter? The point is, if you’re going to attack something, be it a new vision or whatever, you have to "get after it." Oops, maybe that’s more slang too.

There needs to be a total all out commitment to make it happen. In order to make it happen you have to be willing to spend time and money to do so. There are no short cuts, easy or cheap ways when you are trying to achieve excellence.

This past Monday the University of Alabama played LSU for the national championship in New Orleans. Alabama won 21-0 with an amazing defensive display. In an interview on Tuesday morning the Alabama coach Nick Saban said the following when discussing his defensive team. "I sometimes get upset with my guys in practice when I don’t think they are going all out or make a mistake. But, when they toss the ball out there on game day, they come to play." When you turn the key every day to enter your business, are you "coming to play?"

The team isn’t going to commit unless they see that you are committed. They know you are committed based on your actions, words and follow through. You cannot just talk the talk, you have to walk the walk. (Yikes, more slang.)

It doesn’t matter if you have a new vision or an old one that needs a kick in the butt due to evaporation or whatever. If you don’t communicate it to the masses in terms they can understand, it’s not going to happen. They have to buy into it and then live and breathe it every day.

If you want to be better in 2012 than you were in 2011 it’s not going to happen by sitting around thinking about it. It will only happen when you are committed to communicating the message in a way that all can understand.

Have you "gotten up with Dave yet?" That’s all I’m gonna ask. Tommy Gibbs

I’m talking with a dealer the other day who needed some help with his used car department. Based on the conversation he is struggling in both new and used car sales.

It’s not unusual when you struggle with one you struggle with the other. There are exceptions to that rule as there are some dealers who see themselves as being a “new car dealer” and some who see themselves as being a “used car dealer.”

For years the have made money doing it that way and I’m not about to say they are wrong. I will say they could have made even more money had that not been a single minded car dealer.

The fact is you can be both. When the two departments are managed correctly they compliment each other. When they are both rocking they help to fire up the the parts, service and body shop business which and the bottom line explodes.

I looked at the aforementioned dealer’s website and here’s what I discovered. He had 87 units in stock. Of the 87 there were 67 units that had a retail price of $29,000 or more! 11 others over $14,900 and he had 9 under $14,000.  According to the dealer more than have of his inventory is over 60 days old. Ok, rock star how much water do you think he’s got sitting there?

This picture is not all that unusual. For the life of me I can’t figure out why dealers let this happen to them. Most of this dealer’s inventory happens to be 2010 and 2011 models and a lot of the inventory was purchased from Enterprise.

I’m thinking Enterprise must have some really awesome sales people working for them because more often than not when I see these problems Enterprise has played a role in it.

Oh, I’m not blaming Enterprise because what needs to take place is dealers need to have the discipline to say “NO” to “EASY.” Buying these types of cars is easy. Heck, I did it back in 1902 (not really 1902, it’s just a redneck saying) when the factory was selling program cars by the thousands. I stood there with my hand in the air like everyone else. I’m living proof that it didn’t take any real brains to buy those cars.

I hate to be the bearer of bad news for this dealer, but the reality is he only has 9 units in his inventory that fits the pocketbook of the majority of used car buyers. The retail sweet spot for used car sales remains around $15,000 or less. That doesn’t mean you shouldn’t have some more expensive cars in stock, but it does mean that if you’re gonna get to play the game then the majority of you inventory cannot be over that number.

I realize we live in a high tech world and today’s automobile dealer has a lot on his/her plate. But, so much of this business remains common sense. Common sense tells you the make up of this dealers inventory is a formula for disaster.

It’s a really bad start when you have made really bad purchase decisions and then you compound the bad purchase decisions with bad inventory management. Two wrongs don’t make a right.

Two wrongs make for a really bad start. That’s all I’m gonna say. Tommy Gibbs

So, I was thinking about not writing this week figuring most of my readers would be so busy selling cars that they wouldn’t have the time to read in the first place. Mentally this was a great opportunity for me to do less work, not more. 

The problem with me is that I always seem to find myself in a mindset to do more not less.

I have come to realize everyone does not think the same. More people probably think about doing less than more people doing more. I’m hopeful you’re thinking about doing more this week and even more in 2012. If you’ve not gotten 2012 planned out, you’re probably going to be happy doing less because for sure you won’t be doing more.

For you to do more you have to "do different." Different than what you’ve been doing. "Doing different" means stepping out of your comfort zone and getting on with it. I really don’t like that term comfort zone. I think it should be called "lazy zone." Sometimes we are just plain lazy and won’t get off our fat duffs to do the things we know we need to do.

"Doing different" would mean that we need to do is shake the joint up once in a while, but for heaven’s sake why would we want to do that?
It would only cause us to have to do more.

"Doing different" would mean infusing some high energy into the organization, but that would require us to do more, so why do more when you can just as easily do less?

If you were to do more you would have to be blatantly honest with yourself. Being honest with ourselves really requires a lot more. Do you remember the quote by Jack Nicholson in the movie "A Few Good Men," when he says "You can’t handle the truth"? Maybe you can’t handle the truth.

Doing more may mean you coming to grips with the fact that you have really bad processes in place. No, that’s not true. It means acknowledging that the processes you thought you had in place aren’t really in place at all. Now, that will require you to do more, but it is so much easier to do less by pretending and lying to yourself that you’ve got great processes and your little world is ok.

Doing more means having to terminate an employee who cannot and will not change. We often think of our older staff members as those who won’t change, but that is not always the case. Doing less means keeping those "closed minded" folks on board. Doing more means getting rid of them.

Doing more means spending some money to get to the end result. Doing more would mean hiring a guy like me to help you get it done. Doing less is sitting on your hands thinking you can make it happen without spending any money. Deciding to do less is cheating yourself and your team of more success than you can handle.

I’d like to say more, but I’m feeling lazy. So that’s all I’m gonna say and not a bit more. Tommy Gibbs. 

Since it’s the holiday season there’s a good chance you will be sitting around chatting and hanging out regardless if you celebrate Christmas, Hanukkah or another holiday. The odds are also that you might take the time to enjoy a cup of coffee.

The first of anything is always the best. Coffee is a great example. I highly anticipate each morning the first taste of my cup of coffee. It’s amazingly the best. Most things are like that. The first time you kissed your wife, husband, girlfriend or boyfriend is far better than the smooches you get today. The first lick of your ice cream cone is better than the last and so on. It’s called the law of stuff tastes better at first. (Yes, I made that up.)

Used cars are that way too. Selling one in the first 10 days tastes a lot better that selling it on day 50. The biggest difference between selling a used car and getting a kiss is that selling a used car is based on math. Kissing is based on kissing. Imagine that?

So, at the risk of boring you let’s go over some numbers on the chart at the bottom of this page. When discussing ROI the sweet spot that you are looking for when analyzing return on investment is somewhere between 110 and 120%. The most accepted practice when calculating ROI is to use only front gross.

In example "A" it’s a car that you have 12,000 tied up in. You make $2500 on it, sell it in 25 days and earn a very respectable 303% ROI. How many of you would like to earn a 303% return on investment of a stock you owned in the stock market? Me too, that’s as strong as goat’s breath.

When looking at the three numbers that calculate the ROI what you should be seeing in example "A" is that all three of the components that create the math lined up nicely. You only had $12,000 tied up, the gross was respectable at $2500 and you only kept the car for 25 days. Sweet!

In example "B", it’s the same car, same numbers except the car stayed in stock for 60 days. When you run the math, the ROI is still a respectable 131%. Can you figure out why it was so good? That’s because you only had $12,000 tied up in the car, and you made a decent gross of $2500. So, let me ask you something…how often are you going to keep a car for 60 days and make $2500? Only when a miracle happens. But, we humans tend to want to remember the miracles.

So, somewhere tucked in the back of your brain, you’re thinking about that one time back in 1902 that you had a car in stock, kept it 90 days, made $2500 and the little voice is going off in the back of your head, "I think I can, I think I can, I think I can." The reality is you can’t, so stop thinking that silliness.

In example "C" you have a car that you have $27,500 tied up in, you make $2500 on it and hold it for 25 days. You earn a respectable 141% ROI. It should be obvious why you did as well as you did and that would be you made a respectable $2500 gross, and you turned the car in 25 days.

So, the question is what hurt the ROI in example "C"? Well, well, well aren’t we smart. Yep, the amount of money you had tied up in the car. So, Einstein, what’s the moral to the story? Yep, you got that right too. If you have a lot of money tied up in a car you gotta turn it FAST!

Look at example "D." The miracle happened. You made $2500 after keeping the car for 60 days, but you still went in the tank with a horrible ROI of 61%!

You can’t fix what you don’t know. You need to know your ROI on every deal. Once the formula is in place all you need is the three numbers mentioned above.

I have an excel spreadsheet that calculates both ROI and GAP. (GAP stands for Give Away Profit, it’s the difference between the Internet asking price and the transaction price.) Just send me an email and I would be glad to send it to you. I also have a website, FixRoi.com, that you can go to, put the three numbers and bingo it calculates ROI.

You need to focus on cars that turn quickly. Keeping a used car around past 30 days or so is like a really bad kiss. You can deal with a bad kiss, but it’s just not as satisfying as a fresh one. That’s all I’m gonna say.