Endorsement Emails and Letters 

“We have used Plan B several times over the last 4 and a half years and it has worked great for us. The salespeople love it the managers love it! The first time we made everybody go, after that everybody wants to go. The information is fresh it’s new, it works and it’s making us a lot of money.”

Walter Grayson, GM, Grayson Pontiac Jeep Subaru

"I’ve been at this store 20 years and we always find it beneficial and we learn new things each time. We also refresh our memory of some things we could be and should be using each time. It brings some things back to life that we might have forgotten about. As we have our training sessions and our reviews we always come away with something useful and new!”

C.L. Murray, NCM, Grayson Pontiac Jeep Subaru

“Plan B is an educational system that’s designed by Jonathan Dawson to teach your salespeople how to be more effective and to understand what the salesperson’s psychology should be towards what the customer is thinking. It helps them to do a better job to understand the customer’s intentions and behavior patterns. It also helps them to utilize word phrases that are more effective and powerful when it comes to convincing a customer to make a commitment. I would like to recommend Plan B. It’s an educational system for salespeople to learn how to handle customers and it’s very effective!”

Jim Viox, Dealer Operator, Grayson BMW Hyundai

“I believe with all my heart that the concepts of Plan B are very dynamic and very unique. Everybody in this store, pre owned salespeople, new car salespeople, and managers have bought into the concepts wholeheartedly, 100%! Volume increases, attitude increases and improvements too. I recommend it to everybody!”

Nick Lucas, UCM, Grayson BMW  

“I’ve got about twenty years in the automotive industry doing anything from used car manager, sales manager, new car manager, finance director, finance manager so I’ve got a pretty good background in every “hat” in the front end of the store.

We inquired about Jonathan Dawson’s services about a year and a half ago and got some pretty good references indicating he would do a good job for our store. We were looking for something a little bit different. We are probably a niche market if you want to call us that. In Fargo, ND we are the only Mercedes Mitsubishi, Audi Volkswagen in the state of North Dakota so we service a pretty wide area as well as western Minnesota. But, we didn’t want to be like everybody else. We wanted our salespeople to be different in a good way.

I think what Jonathan has brought to the table for us as far as the psychology of selling has been wonderful for our salespeople. We know that we definitely treat our customers differently, but, we also get inside the minds of our customers. It’s definitely a change of pace from what most people in the Fargo/Moorhead expect when they walk onto a car lot of any type domestic or import!

I think our salespeople would absolutely agree that what they learn from Jonathan they can easily put to use in the car business, but they probably also put a little bit of use in their personal lives as well. We’ve got some great examples of some younger people that got the training that Joe Verde offers, the meat and potatoes if you will; word tracks, how to have a good attitude, but passed that… Actually going out onto the lot and visiting with customers and finding out exactly what they are thinking and what direction they really want to go… I don’t think we could have found anyone better that Jonathan to teach that.

He’s done a fantastic job! Our salespeople look forward to the times that he comes to train and so do I. It’s a little bit of a break for me because he gets to wrestle them down and visit with them to see how much they’ve learned since the last time he was here. He get’s to see how much they have actually put to use in the real world. It’s exciting for them and it’s exciting for me to listen to them use the psychology they learned on the previous trip with their customers. I know they are trying very hard and I know it’s paying dividends for us!”

 
Sincerely, Jeff Richmond, GSM, Valley Imports

"Jon Dawson was invited to speak at one of our 20 Group meetings and I really liked the information he provided on desking ideas. I thought they were very fresh and unique so I invited him to my store for a few days to share them with my management team.

I wanted to let everyone out there know how pleased I was with how the training went. From the managers to the salespeople, all the way down it was absolutely well received. We immediately came out of the training and used several of the examples that Jon had taught us over the course of the three day training and we are extremely happy with it. One of the best parts of what Jon does is that he doesn’t just tell you how to do. He’ll spend his third day out there and his nights after the class actually out there with your salespeople showing you how to do it. That was a great benefit and a great comfort to our salespeople. For any of you out there thinking about doing business with Jon, I would highly recommend it."

Bill Kelly, GSM Preston Hood Chevrolet

"I’ve been with the dealership here for 20 years. My GSM got to see Jonathan at his 20 Group and we immediately brought him down here he was so impressed. We used Jonathan to brush us up on our desking procedures, and after just 30 minutes with him I realized how much work we really did need. I am the primary trainer at the dealership and we have always tried to soften and keep the confrontation out of the desking procedures and even with all we’ve tried to do with me being in the business as long as I have, I knew we just needed a lot of work. 

He worked with three days. He worked with the managers one day then he worked with the salespeople the next day. When we came out on the floor we closed one of the first deals we did. The salesperson wouldn’t normally write this deal because the customer wasn’t ready to purchase. Typically we wouldn’t write that customer. Jonathan believes in writing every single customer. The customer closed on the very first pencil and for a very nice gross! We also had a customer return from the previous night. Since Jonathan likes to get up on the desk to see how the managers are doing everything he got involved in the deal, went in on the T.O. and convinced the customer to come back the next day and again we closed on the very first pencil for another very nice gross!!

Saturday morning started out with a great sales meeting. Motivational! Gave some cash out to the guys and saw a lot of excitement from the salespeople. It was well received. A lot of times when sales trainers come in the salespeople put their guard up. Jonathan is an absolute professional in the way he does his presentations. Our whole sales force was very excited about it and you could see it in the sales meeting. We had a great Saturday that day and in has helped us with our attitudes. I highly recommend him!"

Steve Barrett, NCM/Trainer, Preston Hood Chevrolet 

“We brought Jonathan into our store for 40 days of training in a year. The commitment was overwhelming at first. I didn’t like the idea of pulling my guys off the floor for training 2-3 days every month. But as I sat through the classes and saw what my guys were learning and how they were changing I knew it was a good investment of our time and resources. Three and a half months ago Jonathan helped us hire some new salespeople. His hiring process from the ad he ran to the way he interviewed the applicants was completely different from anything I had ever done. I had never seen such a quality group of applicants in my 21 years in the business. We hired 3 out of the 22 applicants and then we ran the newbies through a rookie school with Jon and the results were astonishing! The three new (never sold before) salespeople have sold 130.5 cars in their first 3 months! That’s an average of 14.5 units per month for the first 3 months since we hired them.”

                                      
Tim Sweet, Sales Manager, Miller Auto Plaza

“My 3rd month in the business I sold 16 cars and in my 4th month I sold 30 cars and made $15,000. The stuff you taught me in your rookie school and other training classes has impacted the way I treat my customers and contributed greatly to my success. I was told nobody at our store has ever sold 30 cars without at least 5 years in the business. Thanks. Your stuff really works!”

Kevin Hunter, Sales, Miller Auto Plaza 

“I’ve never sold cars before so I didn’t know what to expect. The rookie school training provided by Jonathan was exactly what I needed to get off on the right foot. I had confidence going into my first deal. Knowing the psychology of selling along with the steps makes all of the difference. My numbers are proof of it. I sold 15 cars my first month, 18 my second and 22 in my third putting me in second place behind the other new guy that went through the training with me!”

                                                  
Casey Smith, Sales, Miller Auto Plaza

“Jonathan has helped me update our sales process into a more relaxed, non-confrontational experience. Obviously I like the motivation part, but it’s the education that makes the real difference. My Managers are less stressed, customers negotiate less, and deals close quicker which means more GROSS. We are breaking records in a down market and Jonathan’s training is a big part of that!”

         
Jay Peterson, General Manager, Miller Chevrolet

“Loved it. Many useful techniques to employ at the store. Will pay back the cost of the training on the first day if not the first deal.”

Tom Cook, General Manager, 26 yrs, Starwest Chevrolet

“I liked the new ways of desking, staying off price, and holding GROSS!”

                                                               
Kevin Dietz, General Sales Manager, 29 yrs, Redwing Chrysler

“Very Beneficial. Lots of good material on different ways to overcome objections. I especially liked the ‘3 Best Price’ method for handling the ‘Bottom Dollar’ customers.” 
                               
Wayne Hanson, General Manager, 15 yrs, Mills Auto

“I just recently sent four of my salespeople to the be trained at the MADA. At all levels of training Jon did an exceptional job. I used Jon years ago and he just keeps getting better. I’ve used all kinds of training before but nothing got the guys talking like this… my guys are excited and I plan to bring Jon into my store to keep up the momentum of the class.”

                                                            
John Thuringer, General Manger, 15 yrs, Redwing Chevrolet

 “Lots of good ‘fresh’ ideas. Cautiously optimistic about ability to adopt these techniques. I’m concerned that I will revert back to old ways when going gets tough… but hope not to.”

                                    
John Kujawa, Sales, 5 yrs, Clements Auto

“I learned how to say some things I’ve been saying differently. And to focus on the customer’s wants and needs more.”

Jeff Pagel, Sales, 2.5 yrs, St. Cloud Toyota

“I learned a lot of information that will be a key to my success with sales. I liked learning about sales from a psychological angle. This was a great class…and it was fun.”
    
David Eskola, Used Sales, 2 yrs, Walser Chrysler 

“Great info to use on the phone. How to build trust and keep the direction moving forward. I liked learning the exact ways to answer questions, and add value.”

Jose Watanabe, Sales, 1.2 yrs, Walser Chrysler