Start the Year Strong with the Power SixPart One: Leadership. Information. Networking.by Angela K. Durden

Like most business owners and managers, you want to accomplish more with less effort. Yet each day, good intentions for personal improvement get pushed back because someone

wants or needs you to put out a fire right away. Your focus is divided. Your brain is overloaded. Your energies are spent. Next thing you know the week, the month, and then the year is gone.

Do yourself a favor for a few minutes. Don’t answer the phone. Don’t check your email. Don’t take a meeting. Instead, focus those good intentions by concentrating thought and time on yourself. Yes. Do this right now. Your entire business, organization, or department will benefit. Leadership, information, and networking will be covered in part one with mentors, benchmarking, and performance covered in the March issue.

LeadershipLeadership is the ability to influence others in such a manner that they can enlist the willing —and might we wish for, cheerful — aid and support to accomplish a common task. Think for a moment: who have you worked for or with that you would have marched into Hell for? Who never asked for but received your complete loyalty? Did you ever try to put your finger on why you felt that way?

Many attempt to quantify leadership — check out the business section in any bookstore. Styles vary — think of all your past bosses. Performance levels fluctuate — our lives and personalities do tend to intrude. And seminars are held — some call these BOHICA opportunities.

Still, leadership matters; ask anyone with an ineffective leader. Therefore, since we don’t want to be ineffective, how do we decide if our leadership style needs attention? By asking one simple question: Am I getting the results from my team that the business needs?

If you can see the possibilities for great things in your staff yet their performance is not there, some attention to this area may very well be needed. Everyone knows a business is successful from the bottom up, but it fails from the top down. Pay attention to the top.

InformationWe live in a fast-paced, wired world. Often the information bombarding us is not information that can help our businesses thrive and we waste precious time digging through the non-essential information coming our way. Learn to cultivate methods for staying abreast of relevant developments in the used truck business. One of those ways is by reading the pages of this publication. The value of it to our members is that, more often than not, the information in it is written by those who are in the trenches with you every day. The truck and component OEMs and affiliates and business service providers continue to provide information that either helps prepare you for today’s challenges or lets you know what is coming down the pike so you can plan. Take advantage of this outlet by suggesting ideas for topics you would like to see covered. Email those ideas to editor@uta.org and be a part of providing relevant information for your industry.

NetworkingAs a member of the UTA, you are familiar with the importance of networking with your peers. You have probably already logged in and downloaded the member list from www.UTA.org and are busy communicating with your fellow members. However, have you joined any trade organizations to which your core customers belong? If not, you may want to look into some of those and begin actively, not just passively, networking. Hey, the new truck salespeople do this all the time, but it will work on the used truck side just as well; especially in the upcoming business cycle wherein the new truck side is going to be having some issues. Jump on the opportunities, boys and girls. After reading the January issue, you now know about the UTA group on LinkedIn. Log on to the UTA website and get LinkedIn. This will also be a conduit for open communications within the ranks and sharing ideas between the members. Make use of this new opportunity. Leadership. Information. Networking. The first three of the Power Six. Next month mentoring, benchmarking, and performance. n

got newS?Have you expanded your business? Promoted staff? Won an award? Opened a new location? We want

to know. Share your news with the UTA Industry Watch. Send submissions, as well as ideas and comments, to: UTA Industry Watch Editors Angela K. Durden, Lara Haag1740 Hudson Bridge Rd, Suite 1209

Stockbridge, GA 30281 Phone: 877-GETS-UTA (877-438-7882)Fax: 770-454-0029editor@uta.org

Volume 12 • Issue 2 • February 20101.877.GETS.UTA • www.uta.org

Table of ContentsBoard News and Views ...................... 2

All This Pain Is For A Good Cause ........ 3

Face to Face with Curt Collins ............. 4

Prepare to Take Full Advantage of the Business Upturn ......................... 5

2010 UTA Training Schedule ................. 5

Industry Events Calendar ..................... 5

Industry News Briefs ....................... 6-7

File Cabinet .................................... 7-8

Tweeting in the Wild, Wild West ........... 9

Ask Paul ............................................ 9

Over 4000 Trucks are listed on UTATrucks.com ................ 11

Last Notes ...................................... 11

The UTA… Members Supporting Members!

Layout & Design by Laura A. Jones since Volume 8, Issue 1, January 2006 Jane and Jane Design • 913.706.7505 lalalauraj@hotmail.com

Used Truck AssociationChartered May 16, 1988

Published by the Used Truck Association909 Eagles Landing Pkwy, Suite 140-216

Stockbridge, GA 30281

2

UtA Industry watch

February 2010 www.UTA.org

Board news and Views

President Marty Crawford

Vice President Rick Clark

Treasurer Tom Pfeiler

Secretary Bryan Haupt

President Emeritus Eddie Walker

Affiliates & Benefits Committee Chairman

Bryan Boyd

Convention Committee ChairmanTim Ormsby

Education and Fundraising Committee Chairman

Tim Ronan

Elections Committee Chairman George Barnett

Marketing Committee ChairmanLara Haag

Medium-Duty Committee Chairman Tom Pfeiler

Membership Committee Chairman Sheri Aaberg

Training Committee Chairman Jon Tepper

Website Committee Chairman Bobby Williams

2010 Board of Directors

In this challenging market, it is more important than ever to recognize that the entire credit system as we know it has changed. It used to be “App Only”; anyone could deliver a truck in

20 minutes from application! No more. It is paramount that your sales staff be trained with current credit standards so as to maximize their time and your profitability. Here are the 10 Top Hints and Tips that are sure to help you identify a credit applicant’s chances for approval.

READING BETWEEN THE LINES: TODAY’S FINANCE CUSTOMER

When the customer says: It means:

1. Finances are “liquid” Their finances are in the toilet.

2. They own three vehicles Two won’t crank and one is a mobile home.

3. Own place of residence “Duh...didn’t you read #2?”

4. “Yes, I have steady income…” From the pawn shop.

5. “I have investments…” In lottery tickets.

6. “Insurance? Of course.” “Obama approved me already.”

7. “I have a proven track record.” In “most beers consumed while infield camping at Daytona Race Week”

8. “I have good credit.” “I have a Waffle House Credit Card and tools on lay-a-way.”

9. Demonstrated Financial Responsibility “I am breathing.”

10. Been pre-approved at other dealers… At the Blackjack Table!

The best solution to all the financing issues is: “You’re APPROVED…pending a 100% CASH Deposit!”

All joking aside, we have found the best way to obtain financing today is simple. Explain the challenges of the current credit climate (i.e., more paperwork, higher down payment, and higher rates). Then you must:

n Get 2 years tax returns up front n Get 3 months bank statements n Get current YTD settlement or paystub n Calculate anticipated gross revenue (if relevant) n and secure the transaction with a partial payment.

When a lender receives all this paperwork up front including proof of a partial payment, they know the buyer is serious and ready to buy. We have also found a higher approval rate as they

realize this is a real deal and not just another dealer trying to see if they can get the buyer approved and then sell the truck.

2010 is going to be a better year, everyone. Let’s do all we can to maximize the benefits of those opportunities.

Jon Tepper Jon@uta.org

See the UTA Used Truck 2010 Training schedule on page 5.

Front Row, L to R: Tom Pfeiler, Sheri Aaberg, Bryan Haupt, Lara Haag, Bryan Boyd. Back Row, L to R: Bobby Williams, Jon Tepper, Tim Ronan, Marty Crawford, Eddie Walker, George Barnett, Tim Ormsby. Rick Clark not available at time of photo.

Don’t forget to get LinkedIn to the UTA!

Visit www.UTA.org

UtA Industry watch

3February 2010www.UTA.org

All this Pain Is For A good Cause

Under the Clean Air Act, the EPA developed and is implementing a suite of stringent regulations to mitigate emissions from new

diesel engines and their fuels. These regulations apply to a variety of new engines, including those in trucks, buses, construction equipment, locomotives, harbor craft, and large ships.

Yes, the emissions standards have thrown several monkey wrenches into our businesses and manufacturing is off-cycle. And yes, while the new truck side had a few glory years with pre-emmisions sales, the following years have been painful. And yes, we all have cursed the side effects to our businesses of meeting these new standards. But…

Over the long term, these standards will yield enormous public health and environmental benefits. When fully implemented, these regulatory programs will reduce NOX by about 7 million tons per year, PM2.5 by more than 300,000 tons, and SOX by about 800,000 tons. By 2030, when the regulatory programs are fully phased in and implemented, the net public health benefits will total approximately $186 billion per year, including annually preventing 26,000 premature deaths, approximately 20,000 hospitaliza-tions, and more than 3.3 million days lost from work due to respiratory problems as described in EPA’s Regulatory Impact Assessments.

This subject will be on your horizon for many years to come. To help you understand some of the acronyms used in industry articles and laws as they pass, the EPA provided this list. Knowledge is power.

Acronyms and AbbreviationsAPU Auxiliary Power UnitCARB California Air Resources BoardCCV Closed Crankcase VentilationCFS Crankcase Filtration SystemCNG Compressed Natural GasCO Carbon MonoxideCO2 Carbon DioxideDEQ Diesel Emissions QuantifierDERA Diesel Emissions Reduction ActDOC Diesel Oxidation CatalystDPF Diesel Particulate FilterEGR Exhaust Gas RecirculationEPA U.S. Environmental Protection AgencyEPAct Energy Policy ActFY Fiscal YearHC HydrocarbonLNT Lean Nitrogen Oxides Trap NAAQS National Ambient Air Quality StandardsNCDC National Clean Diesel CampaignNESCAUM Northeast States for Coordinated Air Use ManagementNMHC Nonmethane HydrocarbonNO2 Nitrogen DioxideNOX Nitrogen OxidesPM2.5 Particulate Matter (Fine)PPM Parts Per MillionRFP Request for ProposalRIA Regulatory Impact AnalysisSCR Selective Catalytic ReductionSCRT Selective Catalytic Reduction TechnologySIP State Implementation PlanSOX Sulfur OxidesULSD Ultra-Low-Sulfur Diesel

ME

VT NH MA

RI

NJ

DE

MD DCVA

OH

KY

MI

SC

NC

FL

AL

WV

GA

TN

IN

AR

MO

OK

KS

IL

IA

WI

MN

NE

SD

NDMT

WY

CO

NM AZ

UT

NV

CA

OR

ID

WA

AK

MS

TX LA

PA

NY

PR

HI

West Coast

Blue Skyways Southeast

Midwest Mid-Atlantic

NortheastRocky Mountain

CT

For information on these Regional Clean Diesel Collaboratives, go to:Northeast Diesel Collaborative • www.northeastdiesel.org Mid-Atlantic Clean Diesel Collaborative • www.dieselmidatlantic.org Midwest Clean Diesel Initiative • www.epa.gov/midwestcleandiesel Southeast Diesel Collaborative • www.southeastdiesel.org Rocky Mountain Clean Diesel Collaborative • www.epa.gov/region8/air/rmcdc.html Blue Skyways Collaborative • www.blueskyways.org West Coast Diesel Collaborative • www.westcoastcollaborative.org

4

UtA Industry watch

February 2010 www.UTA.orgn

History in the Business/Background: I worked for the local White dealer in Madison, Wisconsin, first as a salesman then as sales manager. I started Madison Kenworth with my partner, Bob Sorrentino, in 1978. In 1985 we acquired General Truck Sales in Milwaukee, and in 1986 acquired Ashland Avenue Truck Sales in Green Bay. The name of the company was changed to Wisconsin Kenworth in 1985. We added locations in Wausau and Menomonie, Wisconsin and now operate five full-service facilities selling, leasing, and servicing Kenworth Trucks in Wisconsin and Michigan.

Year started in the business: 1972

Started in the truck business as a: New and Used Truck salesman

Current Company: Wisconsin Kenworth

Current Position: Secretary

Are you a dealer principal? Yes

How many trucks do you estimate you have sold in your lifetime? A lot

Did you ever sell new trucks? Yes

If yes, which brand or brands did you sell? White, Western Star, White Freightliner, GMC, and Kenworth

What make, model, and year was the first truck you ever sold and who sold it to? A used 1965 White, Model 9564TD to a local excavator.

How many employees are at your location(s)? 200

What do you see is the biggest obstacle to your business within the next year? The weak economy and the 2010 EPA engine emission changes.

How do you attract customers? The reputation of our company and selling an excellent product.

How do you keep customers loyal to you? Great customer service, long-time employees and good business practices. n

Curt Collins

UtA Industry watch

5February 2010www.UTA.org

March 10-12 • The Work Truck Show 2010 St. Louis, MO www.ntea.com

25-27 • Mid-america Trucking Show (MaTS) Louisville, KY www.truckingshow.com

aprIL 20-21 • Truck Blue Book conferenceKansas City, MOwww.truckbluebook.com/conference

June 17-18 • uTa Jerome nerman Family FoundationKansas city Golf Tournament 877-GETS-UTA www.uta.org

Details coming soon

auGuST 3-7 • american Trucking associations national Truck Driving championships Columbus, OH www.truckline.com

26-28 • Great american Truck Show 2010Dallas, TXwww.gatsonline.com

Do you know of an event that should be added to this list?

Please send the details to editor@uta.org.

Prepare to take Full Advantage of the Business Upturn 2009 was a very productive year for the UTA and its commitment to training. A customized sales training program was designed and implemented with two successful programs completed, one each in Greensboro and Chicago. We also introduced a first for our convention — the four-hour Sales Management program had 70 participants. The feedback was so positive the Board concluded this should be part of every convention.

Although 2010 promises to be a much better year, it is crucial that your sales force has the proper training to deal with today’s ever challenging market. Don’t wait until the convention.

In addition, the UTA will be introducing the “Advanced Sales Series” Webinars specifically targeting key aspects of the sales process. Not to replace the Sales Training Program, these will provide valuable detailed information on specific topics for new or seasoned sales associates. They will be 1 hour courses accessible live via the web and can be utilized by everyone in the company for up to 1 year. The series is scheduled to start in May (stay tuned for more details coming soon).

Space is limited. Don’t delay in signing up. You should have received an email from the UTA board about this and there would have been a link for signing up. But if you didn’t get it, go to: www.UTA.org, click on News and Events tab, click on training.

If you have any questions, feel free to contact me.

Jon Tepper jtepper@ameritruck.com

Sign up for training by clicking here!

March 31 – April 1 June 16 – 17Sales Training Sales TrainingPhoenix, AZ Kansas City, MO

September 15 – 16 November 3 – 6Sales Training UTA Convention: Atlanta, GA Sales Management Training Jacksonville, FL

William Shatner to keynote

6

UtA Industry watch

February 2010 www.UTA.org

Navistar Defense Wins Foreign Military Sale From IsraelCompany Also Receives Second MRAP Support Contract; Awards Equate to $90 Million

WARRENVILLE, IL — Navistar Defense, LLC announced it has made a new foreign military sale to the Israel Ministry of Defense. Un-der the $12 million contract, Navistar will deliver 114 medium tactical vehicles by June 2010.

In addition to the Israel contract, the company also received a second four-year, System Technical Support (STS) contract for up to $78 million to support its International® MaxxPro® Mine Resistant Ambush Protected (MRAP) vehicles.

“Medium tactical vehicles provide a solid base for our U.S. business and our ability to customize these vehicles allows Navistar to also support the mission needs of allied armed forces,” said Archie Massicotte, president, Navistar Defense. “We are honored to help serve U.S. allies and we will continue to focus on growing our foreign military sales in 2010.”

Based on Navistar’s commercial International® WorkStar®, or 7000 Series platform, vehicle variants for Israel will include cargo, recovery and tow trucks. Parts and service are not included in the contract. The company targets growth in markets outside the United States as part of its 2010 strategy but remains dedicated to its U.S. customers. Navistar’s STS awards allow the company to improve MaxxPro MRAP vehicle reliability, support combat issues encountered in theater, as well as provide new vehicle enhancements.

“As one of the leading providers of MRAP vehicles, we have a duty to evolve our vehicles to help counter changing in-theater threats,” said Massicotte. “Both our STS contracts will enable us to quickly serve those who require new vehicle features to tackle the road – or lack of road – in Afghanistan.” The company currently supports several vehicle fleets for the U.S. armed forces, including more than 6,400 MaxxPro MRAP vehicles. n

Industry news BriefsU.S. Department Of Energy Awards $39 Million In Support Of The Cummins/Peterbilt Supertruck Development Program

DENTON, Texas – The United States Secretary of Energy Dr. Steven Chu yesterday awarded Cummins (NYSE:CMI) $39 million in funding from the Department of Energy (DOE) to develop their SuperTruck project in conjunction with Peterbilt Motors Company. The goal of the SuperTruck program initiated by the DOE is to improve long-haul Class 8 vehicle freight efficiency through advanced and highly efficient engine systems and vehicle technologies that also meet prevailing emissions and Class 8 tractor-trailer vehicle safety and regulatory requirements. 

“We believe our track record of purposeful innovation, leading quality and fuel efficient engineering provides Peterbilt and Cummins the best opportunity to make the SuperTruck project a commercially viable reality,” said Bill Jackson, Peterbilt General Manager and PACCAR Vice President. “We are proud to partner with companies such as Cummins, Eaton, Delphi, Modine, Bridgestone and U.S. Xpress Enterprises, Inc. that are dedicated to advancing technologies to meet future energy needs.”

The SuperTruck project will develop and demonstrate a highly efficient and clean diesel engine, an advanced waste heat recovery system, a fuel cell auxiliary power unit to reduce engine idling on an aerodynamic Peterbilt tractor and trailer combination. The SuperTruck will result in a fuel-efficient, low emissions diesel engine that achieves a significant fuel economy improvement over current diesel technology. 

“We appreciate the funding provided by the DOE for the Cummins SuperTruck which will create jobs, help address climate change and reduce oil consumption. This public-private partnership is a win for our economy, a win for the environment and a win for energy challenges. We are looking forward to working closely with Peterbilt on this important technology project,” said Cummins President and Chief Operating Officer Tom Linebarger.

The SuperTruck will be developed in conjunction with other suppliers including Eaton, Delphi, Modine, Bridgestone, and U.S. Xpress Enterprises, Inc.  It is expected that research into the prime technology areas of engine efficiency, waste-heat recovery, tractor and trailer aerodynamics, tire technology, and idle management coupled with the highly efficient Cummins engine will yield a highly efficient, consum-er accepted vehicle. n

Quick Sales Management Training Tips

Starting in March issue

UtA Industry watch

7February 2010www.UTA.org

Mack Names Dorwart Vocational Marketing Product ManagerGREENSBORO, NC – Mack Trucks, Inc. named Curtis Dorwart vocational marketing product manager. In this role, Dorwart is responsible for the commercialization of new and existing vocational products. This includes truck applications such as construction, refuse and heavy haul served by the MACK® Granite™, TerraPro™ and Titan by Mack™ models. He reports to Michael Reardon, Mack vice president of marketing.

Before assuming his current position, Dorwart was a Mack product planning manager for the company’s low cab forward models, including the current TerraPro Cabover and Low Entry models.  His responsibilities included work on hybrid power-train, alternative fuel powertrains, EPA2010 emissions develop-ment and air disc brakes. Prior to that, he was a vehicle architect in the product development area, working on several projects involving the Granite model. He joined Mack in 1984. Dorwart has a bachelor’s degree in engineering from Lafayette College and is based in Greensboro, N.C. n

Isuzu Announces Enhanced Gold Star Warranty For Used Commercial TrucksIsuzu Commercial Truck of America, Inc., has announced the enhancement of its Gold Star Warranty Program for Isuzu-built N-Series and Chevrolet/GMC W-Series class 3-5 used trucks. This limited powertrain warranty coverage is available on inspected and qualified 2002 and newer vehicles at over 225 nationwide Isuzu commercial truck dealers. Diesel vehicles in this program offer less than 170,000 miles and gas vehicles have less than 100,000 miles.

Shaun Skinner, Executive Vice President and General Manager, stated that “in response to requests from dealers and customers, we researched our vehicle usage and found that the average Isuzu class 3-5 truck was traded-in at about 6 ½ years, with many of these vehicles having less than 170,000 miles for diesel and under 100,000 miles for gas. We consider this to be low mileage, since our diesel models have an engine B-10 life of 310,000 miles and our gas trucks have an engine design life of 200,000 miles. We determined with our dealers that, after a comprehensive inspection, these vehicles would be a terrific value to customers wanting a less expensive but reliable low cab forward vehicle.”

Offered at a competitive price, the limited powertrain warranty coverage options are 3-months/10,000 miles, 6-months/20,000 miles or 12-months/30,000 miles. In addition, once the dealer registers the vehicle with Isuzu, it will include roadside assistance, and customers are provided with a coupon for a free oil change at participating dealers.

According to Skinner, “This really is a win for both the dealer and the customer. Our dealers are now able to offer a quality, Isuzu-built class 3-5 vehicle back to the 2002 model year with a limited powertrain warranty, and the customer gets a reliable vehicle, a free oil change and a warranty backed by Isuzu at over 215 dealers.”   n

File Cabinet continued on next page.

Hino Trucks Engines Rank Highest In Customer Satisfaction For A Second Consecutive Year

Novi, Michigan – Hino Trucks engines rank highest in customer satisfaction for a second consecutive year according to the J.D. Power and Associates 2009 Medium-Duty Truck Engine and Transmission Customer Satisfaction StudySM.

The study measures customer perceptions of 2007 model-year Class 5, 6 and 7 gasoline and diesel engines, and provides manufacturers with a comprehensive and objective measure of customer satisfaction with the products and related dealer service. Four factors are measured to determine overall engine satisfaction. In order of importance, they are: engine warranty; engine quality; engine performance; and cost of engine ownership.

“The J.D. Power and Associates award is the ultimate recognition because it is the voice of the customer of the on-road experience they have had with our product. We are proud to be recognized for back-to-back awards as Hino continues to build on a foundation of quality and value. Our goal of constantly surpassing expectations and striving to be the industry leader is the cornerstone of our business plan, and we are committed to continuing our efforts,” noted Glenn Ellis, Vice President of Marketing & Dealers Operations for Hino.

ooking to the future, Hino Trucks continues to plan for new tech-nologies and models that meet and exceed both environmental and customer needs. 2010 will see the release of new models meeting stringent emissions standards. In 2011, Hino will introduce its third generation proprietary hybrid system in a newly designed class 4 and 5 cab over specifically designed to meet the needs of the U.S. market.

The 2009 J.D. Power and Associates study finds that 2007 model-year medium-duty engines have considerably higher fuel economy than 2006 model-year engines did in the 2008 study. The improvement in fuel economy drives an increase in satisfaction with the cost of ownership factor, as well as an improvement in satisfaction with medium-duty engines overall.

According to J.D. Power and Associates, Hino engines continue to perform well across the board, particularly with regard to quality. When compared to the average engine in this market, Hino Trucks engines tend to have fewer engine problems and less downtime. And, with business owners trying to minimize expenses in this tight economy, reducing the cost of ownership - particularly their fuel expense - is top of mind. n

8

UtA Industry watch

February 2010 www.UTA.org

UTA Member Chrome Shop Mafia Tricks Out New Freightliner TrucksPORTLAND, OR – The Freightliner Cascadia® and the all-new Coronado® were recently handed over to the Chrome Shop Mafia to trick out. The Chrome Shop Mafia, based in Joplin, Mo., is notorious for overhauling big rigs that have seen better days. When presented with the opportunity to customize two brand new Freightliner trucks, they were up for the challenge.

“Both the Cascadia and the Coronado are great looking trucks with first rate performance – we couldn’t wait to see how the Chrome Shop Mafia would blend style with efficiency, and take the trucks to the next level” said Melissa Clausen, director of product marketing, Freightliner Trucks.

CLASSIC AND CHROME: CORONADO “The entire crew had been anxiously awaiting the arrival of the Coronado for some time, and when it came – wow!” said Bryan “Bossman” Martin. “This is our kind of truck – with its long hood, traditional front end, exposed tanks and boxes, and a pretty respectable wheelbase. This rig offers a lot of potential!”

The Coronado – Freightliner’s top-of-the-line heavy-duty truck – already features an updated design and aerodynamic details such as a sleek fiberglass hood, sloped windshield and dual chrome steel intakes positioned on either side of the hood. The crew further enhanced the Coronado’s exterior with a custom four-color paint job, and added several Chrome Shop Mafia exclusives, including a stainless steel sun visor, hub covers, fiberglass double hump fenders, custom frame covers and more.

“This new Coronado is a pleasing sight for any owner-opera-tor – and we simply enhanced its good looks,” said Joe “Lil’ Joe” Overfelt. “The Coronado’s traditional styling and modern upgrades make it an all-around crowd pleaser.” Inside, the Coronado has contemporary details that enhance the driver experience including an updated dash and noise abatement materials. The Chrome Shop Mafia further improved the cab’s comfort by adding custom details to the seats and dash, and included options such as a built-in refrigerator and a high-tech driver message center.

“We couldn’t be any prouder of the finished product,” said Bossman. “The Coronado would be an excellent choice for any owner-operator. It has fantastic interior features and amenities, and a classic look that will always be in high style.” “HOT ROD” CASCADIA “When we first heard about the Cascadia, we were scratch-ing our heads thinking, how cool can an aerodynamic truck really look?” said Bossman. “And then we realized – what’s not to like? The Cascadia has all of the appeal of owning a fuel efficient, reliable truck combined with a smooth, custom appearance guaranteed to put a smile on any driver’s face.”

The Chrome Shop Mafia created an intricate multi-color sunburst paint effect and added sleek details such as custom rear fenders, axle covers and light panels, resulting in an impressive and head-turning truck.

Inside, the crew added custom-embroidered seats and floor mats; painted dash panels complimenting the cab’s exterior; and driver-comfort accessories, rounding out the sharp look and feel of the Cascadia.

“This truck has a modern new age look that everyone is sure to love,” said Lil’ Joe. “The Cascadia’s aerodynamic features not only improve its styling but saves at the pump.”

Added Clausen, “With the Cascadia, owners-operators can have it all: an efficient, reliable and comfortable truck that turns heads.” n

UtA Industry watch

9February 2010www.UTA.org

tweeting in the wild, wild westby Angela K. Durden

twitter is like the Wild West just as it was beginning to be tamed. There were rules, but you know, if you were polite about it you could get away with being a little wild and crazy and

pushing the boundaries. In trying to reach your customer on this forum, remember these minimum rules and you should be fine.

1. Don’t be inaccurate. All product and service details mentioned should be carefully vetted. If you are inaccurate, customers will think you are lying or pulling the old bait-and-switch thing. Fellow tweeters have the option of banning you if they find you are misusing the forum. And word will spread. Who needs that kind of bad publicity?

2. Be helpful. Explain to the end-user the advantages of aftermarket warranties or whatever else it is you are offering or upselling. Show them the financial benefit in dollars and cents and time saved. You will be providing them with hard and good data upon which they can make an informed business decision. Build that loyalty!

3. Keep your tweets short and clear. Each tweet can only hold 140 characters and that includes the spaces between words. If you must go longer, give a link to the rest of the information. Don’t worry. You don’t have to count. The handy character counter at the top right of the tweet field tells you exactly how much you have left.

4. Have a little fun. Don’t worry too much about being a little bit irreverent; truck drivers can handle it. But don’t be stupid in print by using language that is too rough. Remember, the Wild West is being tamed.

5. Don't bore the reader with corporate-speak or self-aggrandizing platitudes, unless, of course, you just want to run them off. Twitter is about cutting through all that stuff and making real connections.

6. Understand your customers concerns and tweet about those.

7. Invite responses to those concerns and even provide a solution from a reader then share that (also known as retweeting) with others.

8. Remember, it is all about what the customer wants to read or could benefit from knowing. Share with them and they will be encouraged to spread the word about you.

9. Interview a customer and put a link into a tweet that will take them to that interview on your website. They will retweet that link to all their buddies until the cows come home. Then guess who will be visiting your site and remembering your name? Potential customers, that’s who.

10. And, for goodness sake, don't tweet if you have nothing to say. There are some who say you must tweet everyday no matter what or else. They may have nothing better to do, but we are working people and so are your customers. Don’t waste their time with drivel.

Before you start tweeting, make a game plan. In other words, plan out a whole month or two of tweets in advance. Put these into a document with dates for distribution. Then whoever it is at your dealership or on your team that is handling the tweet can simply look at the date and copy and paste the info into the Twitter screen tweet box and, poof, done. That way your campaign can be tracked, all your bases are covered, and your marketing strategy is in place; you won't have to think about it for a while. Of course, special truck deals can be blasted out on the fly.

Before you know it, you will have gained a loyal following. On your home page you will be able to see who is following you and you even have the option of following others. Don’t follow everyone who follows you unless you know them or they can benefit you somehow.

Twitter also provides tools for you to use. You can put a “Follow Me On Twitter” link on your website that has the logo and everything. Also, invite people to follow you by inserting a link to your Twitter account below your email signature block.

This is not the definitive description of Twitter, but for us truck folks, it is certainly a good basic beginning. As always, please send your stories about social media marketing to editor@uta.org and we will publish them. n

Question: Paul, I just got an announcement that my SUTA (State Unemployment Tax) rates will substantially increase starting in January 2010 through 2014. Since this will have a tremendous impact on my cost of doing business, how can I reduce the effects of this increase in taxes?

Answer: Aside from the obvious act of writing to your local representative and asking for a repeal of the new rates — which doesn’t seem likely to happen — there is a big concern that the legislated SUTA increase will create more pressure on small to medium businesses to reduce staff. Of course, this creates more unemployment, perpetuating the cycle of the Unemployment Insurance deficit. Most employers will see at least a 70% increase with many seeing a greater amount.

As an employer, if you know you are about to receive an $11,000 increase in taxes, you will think long and hard about how to save that money. Reducing one employee is the easiest way. This tax increase will cost jobs.

So, if you have deep pockets and lots of time, ignore HR best practices that can help reduce employee turnover, work hard to get extensive an unemployment claims history, and let those SUTA rates rise, my friend.

Otherwise, simply reduce your turnover rate and you will receive more favorable rates from the state. You also will not have a new employee starting at $0 wage dollars being taxed anew. Remember that the SUTA taxes are only charged on the first $8,500 in wages. If you terminate an employee who was paid $8,500 and replace them with a new employee you do not see the normal reduction in cost as each employee reaches the $8,500 plateau.

By keeping employees on staff you should see reduced costs that are generally associated with turnover such as recruiting fees, training costs, management lost time, low production issues for newer employees and morale issues that also effect productivity.

Your HR Manager or consultant should be your best friend in assisting with turnover prevention practices such as performance management and especially documentation management of poor performance. That way, even if you have to terminate an employee, you have the information and documentation to defeat the unemployment claim. n

Do you have a tough HR question you would like Paul Youngkin (UTA member; paul.youngkin@gevity.com) to answer? Then send it to editor@uta.org

The Road From San Antonio...

Leads to Jacksonville, Florida 2010

UtA Industry watch

11February 2010www.UTA.org

Failure is always an option. Many choose to do it every day. Often thought of as a negative, failure is not the problem. There are two ways to fail. Without the first way, we would not have improvements in medicine, technology, business, and more.

I would be dead four times over had there not been improvements in surgical techniques. We instantly stay in touch with far-flung family and friends via email, texting, and phone. Business benefits from VoIP, video conferencing, and online sales. These things all exist because somewhere someone said, “Let’s try again.” So, no; failure is not the problem.

Then there is the second way to fail. If we say to ourselves that we are worthless or no good or whatever else it is we tell ourselves, and then quit before success happens simply in order to prove that opinion — now that is a problem.

Even businesses and organizations can have the idea that failure is, of and by itself, not an option and unacceptable. Failure is always, always, an option and any business, individual, or organization that says otherwise is destined — nay, I say doomed! — to an early demise. Then no one is benefitted; money is wasted; time is ill-spent; families are badly hurt.

And for what? All because someone could not allow themselves to go beyond their limited thinking. This organization itself would not exist, nor would it have continued to grow, had the members been limited thinkers. Every time I turn around, members are offering something new or tweaking it to be better. Pat on the back to ya!

And how about something old mixed in with something new? Case in point: the UTA Group on LinkedIn. Networking is as old as the hills, but technology is allowing us to do it more efficiently and the organization is taking advantage of it. Have you joined up yet?

Making Like a BirdOn to another subject. Do you tweet? You do if you have a Twitter account. I signed up a month ago or so and already people I don’t know are following me. How did these people learn about me so that they would do this? I have already done some research on Twitter usage. Go to page 9 and read the article about how used truck people can use quick and easy communicating method. There are two UTA members I know either already using it or who have an account and are putting a plan in place. But there are also some non-UTA members out there selling used trucks, y’all.

When I set up my account, I had to choose a name and password that had not been chosen. I thought of this, that, and the other, and dang if everybody and their brother and sister didn’t already have it or something very close to it. So I dug deep. I thought of my dog, Dan. (He moved to the country a few years back when he decided he didn’t like the city life. We’re still in touch.) But I always called him Lovedoggey. So, my Twitter handle is @Lovedoggey. A friend googled my Twitter name and found out I am the only Lovedoggey on Twitter in the world. My claim to fame.

Folks, drop me a line or give me a call and tell me how your LinkedIn and Twitter or other social media networking and sales efforts are going. I would love to hear the stories. Email and phone is below.

Stay in touch. Angela K. Durden editor@UTA.org 404.358.0951

Last notes

Quintessential Quote

Wise men appreciate all men, for they see the good in each and know how hard it is to make anything good.

Baltasar Gracian, The ArT of Worldly Wisdom

Over 4000 Trucks are listed on UTATrucks.com. Have you signed up?

We created UTATrucks.com to help our members receive more value from their membership in the Used Truck Association. Since most of our members are used truck dealers we felt the best way to add value to your membership was to help the association sell trucks. When trucks get sold the vendor members benefit! After all, nothing happens until someone sells something.

We also created the UTA Tool Box for members who are not used truck dealers, but support the efforts of our dealers and customers. The UTA Tool Box option allows you to easily create a link from UTATrucks.com to your website! So if you are in the transportation/drive-away business, finance business, insurance business, auction business, warranty business, or advertising business you can add your link to the site for just $75.00 per month. OEM truck manufactures and component manufactures can add their links to the site for the same low price. With this new feature we hope to make UTATrucks.com the one-stop shop for our members, and those who buy trucks from our members!

Visit UTA.org or UTATrucks.com to sign up today!

Bryan HauptUTA SecretaryVP of Used Truck OperationsMHC Kenworthbryan@uta.org

HonestyWe represent honestly the products and services we sell and support.

IntegrityWe treat all customers, associates, and employees with dignity, respect, and integrity.

ProfessionalismWe are committed to developing and maintaining knowledgeable, well-trained sales professionals.

ValueWe endeavor to provide and represent the best-valued products and services.

ExcellenceWe are dedicated to excellence in all that we do, all the time.

Continuous ImprovementWe constantly re-evaluate our procedures to ensure they are efficient and responsive to customers’ needs and wants.

Keeping PromisesWe do what we say we are going to do, and we do it right the first time.

Complete SatisfactionOur number one priority is to always provide the best in customer service and satisfaction.

RelationshipsWe work not to make sales, but to build beneficial relations and long-term customers.

Code of ethiCs

www.UTA.org

Are you shopping for trucks and related services and products? Then shop where the UTA logo is proudly displayed. We encourage our members to adhere to a Code of Ethics that goes far beyond quality products and services.

November 3 - 6th, 2010Jacksonville, Florida at the Hyatt Regency Riverfront

11th Annual 2010 UTA Convention

More information to follow… Watch This Page!