Our Story

The Royal Auto Group and Terry Ortynsky Story

Since the beginning his first dealership, Terry Ortynsky has been featured in business books for his acumen and has been hailed as one of Saskatchewan’s best businessmen for his innovations in customer service. His dealerships have won multiple awards and proven beneficial to their communities.

Today, we proudly serve Yorkton and Parkland area, Langenburg, Melville, Regina, Esterhazy, Canora SK, as well as our neighbours in Manitoba including Swan River, Russell, Roblin and Dauphin.
Royal Auto Group’s History

In 1985, Terry purchased Carnduff Motors in Yorkton, SK and renamed it Royal Ford. Five years later he re-structured the dealership, a change that included moving form incentive-based remuneration for his sales force to salary-based. In 1990 and 2001, Terry added Nairn Nissan dealership to his businesses and started Terry Ortynsky KIA, both in Winnipeg, MB. Approximately a decade later, he sold both dealerships in order to concentrate on his Saskatchewan holdings. In 2010, Terry applied for a Honda franchise. Royal Honda opened in 2012.

Awards & Accolades

In his 1999 bestselling management book, The Path of Least Resistance for Managers, author Robert Fritz hailed Terry’s restructuring strategy.

Along with the change in sales force remuneration, write Fritz, “The team worked out many other systems to deliver superb service to the customers, and the organization learned, innovated, invented, and experimented. Business got better. Growth led to more growth, and because it was planned growth, the team could plan their growth, the team could plan their growth of capacity directly to the workload.”

Terry and his company have also received the Distinguished Achievement Award in 1987 from Ford Motor Company of Canada; Customer Excellence Awards in 1995, 1996, and 1999 (also from Ford); Business of the Year Award in 2010 from the Yorkton Chamber of Commerce; and Service of the Year Award in 2011 from the Saskatchewan Chamber ABEX Awards.

Working for the Community

In the last three decades, Terry Ortynsky and his dealerships have shown themselves to be strong supporters of their communities.

A partial list of initiatives include: sponsoring the Ukrainian pavilion for Folklorama in Winnipeg in 2006-2010; donating a van to the Yorkton Salvation Army to assist in flood relief work in 2010; participating in events to raise awareness of the JDRF (Junior Diabetes Research Foundation); and supporting the Yorkton Film Festival.

Our Philosophy

When walking into a car dealership, what is the first thing you hope will happen?

Will it be that you’ll see that car of your dreams, or that a salesman will promptly come over and ask what you’re looking for? Or do you just want someone to offer you a fresh cup of coffee and say, “Take a look around and let us know if you see anything you’d like to test drive?”

At the Royal Auto Group, we want our customers to know that they have come to the right place from the moment they walk through the doors.

That means no high-pressure sales tactics. In fact, there are NO sales tactics at all, simply a group of dedicated professionals who become consultants in your buying decision, supporting you in making the best possible choice.

Too often in many dealerships, people feel defensive, on guard, or suspicious.

This is due to a built in conflict of interest between commissioned sales and customer satisfaction. At the Royal Auto Group we have eliminated this conflict by putting the entire sales staff on salary. Each person is a highly trained professional whose job is to help make you happy and to help ensure your experience is enjoyable and worry free.

Questions we consider include:

What are you looking for in a pre-owned vehicle?
What features are important to you and which ones don’t matter at all?
Have all options been considered?
What is the financial plan that will benefit you the most?

Of course our staff needs to be knowledgeable as well. To be a modern professional in the technically advanced automotive world means the staff members must continuously expand their knowledge. At the Royal Auto Group, that is not enough.

We have developed a team at Royal Ford and Royal Honda who share in values of honesty, fairness, great customer service and professionalism. We put a premium on being good neighbours, creating sustainable relationships and focusing on long term value of the customer. We proudly serve Yorkton and Parkland area, Langenburg, Melville, Regina, Esterhazy and Canora in Saskatchewan as well as our neighbours in Manitoba including Swan River, Russell, Roblin and Dauphin.

With these values and this philosophy in mind, we have been able to transform our two dealerships into places where customers are treated with the utmost respect, where their wishes are understood and where the best possible match at the best possible price will be found.

And the coffee’s pretty good too.

Meet Our Staff

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Community

Royal Honda Community Involvement
Community Service

Terry’s philosophy has always been to put customers and community first. With that in mind, staff at Terry Ortynsky’s Royal Ford and Royal Honda have set out to be exemplars of community service and commitment, and good neighbours. Here are a few of their successes so far.

The Health Foundation of East Central Saskatchewan:
Charity Road Race – Half Marathon Sponsor (2012)
Fundraising Campaign - $25,000 contribution (2002)

RE/MAX Win a 2013 Escape

YRHS Magazine Campaign – Car giveaway (1994 – present)

CTV Community Cruiser (2009 – present)

Courtesy vehicle of Yorkton International Film Festival

Drive One 4UR School:
Yorkton Regional High School (2010)
Sacred Heart High School (2010)

Drive One 4UR Community
Yorkton Harvest AAA Hockey (2011)
Yorkton Minor Football (2011)
Yorkton United Soccer (2012)

Juvenile Diabetes Research Fund:
JDRF Walk for a Cure
Fundraising goal of $10,000 reached by associates (2010)
Windup BBQ (2011 – present)

Yorkton Lions Club Annual Wine Festival – Sponsor of music entertainment

“Dust off Yorkton Stars Contest” – Royal Ford’s 25th Anniversary project

Donated van to Salvation Army to assist with flood victims (2010)

Past Sponsor of Yorkton Terriers Vehicle

Past Sponsor of GX Star Search/Ford Focus – 5 years (2004 – 2008)

Canadian Idol Vehicle Sponsorship (2004)

Shuttle transportation:
Provincial Curling Playdowns
2009 Canada Cup of Curling
2000 Saskatchewan Summer Games
Sunrise Health Region Medical Recruitment Program

Testimonials

What Customers Say...

Over the years, Terry Ortynsky and his dealerships have served literally thousands of satisfied customers. Many of Terry's client have become enthusiastic supporters and even friends. Here's what a few of them have had to say.

"An excellent dealership! Friendly staff always willing to help in whatever way they can. If I ever need anything such as a vehicle or a question answered. They are always there for you, even long distance when I worked in Red Lake, ON. I would recommend anyone to go to Terry Ortynsky's Royal Ford." George Popowich

"I really appreciate being remembered by my first name. Frank, in Sales, is honest and straight forward. I also really like the way Terry Ortynsky's Royal Ford greets their customers on a personal level. The dealership is always willing to help." Robert Flores

"All my service at Terry Ortynsky's Royal Ford has been excellent. Jeremy, in Service, has been great to work with, along with Dave, in Sales. It is very clear that this dealership makes customer service a priority." Cindy Smith

"We are always completely satisfied and always feel welcome. The staff is very friendly and always willing to help. We love the good folks at Terry Ortynsky's Royal Ford, they treat is great anytime we are there." Donna Shotenski

"Bev and I were impressed with the attitude of Royal Ford staff; (from finance, salesman to service dept.) Everybody worked together to Make the Best Deal possible. This made us feel great!!, even important. Royal Ford would definitely get our business again. Great Service!!" Bev and Elaine Pearce

"We were dealing with Terry Ortynsky's Royal Ford for years with maintenance of our Ford Marquis and F150 truck. We always found their employees, mechanics, to be very helpful and friendly. We cannot see ourselves using any other dealership but Terry's." Mervin Malinsky

"This was the first car I purchased and I was quite nervous to be purchasing something of this size, but it was a good experience and I am quite happy with my purchase. Thanks. The calendar was a nice way to remember this experience and adds a personal touch." Shawna Cha

We Make It Easy!

Over time, we at Terry Ortynsky’s Royal Auto Group have set to achieve one overriding goal: to make it easy for you, the customer, in every possible way.

We want to make it easy for you to find exactly the right vehicle. We want to make it easy for you to get through the paperwork as painlessly as possible. And we want to make it easy for you to recommend Royal Ford and Royal Honda unreservedly to your friends and family with the words,
That was the best car-buying experience I’ve ever had!

But as Terry has said, “We work hard to make it easy.”

In his efforts to streamline the car-buying process, Terry has become an innovator in the car dealership industry. So much so that he’s been used as an example in best-selling management books.

Terry’s approach is not empty slogans, but true management innovations. He has torn down the walls, literally, that slowed communication between different departments, such as parts, the show and the showroom. At the Royal Auto Group, parts specialists, mechanics and dealers all interact with each other easily and quickly. This eases and speeds up the process of buying, fixing and adjusting vehicles.

Terry has also found a way to shorten paperwork by more than half- buying a car, a process that once took a painful 40 minutes, now takes a straightforward 10. At Royal Ford and Royal Honda, it is now easier and faster to secure financing and complete the transaction than ever before, And by hiring some of the nicest people in the business. Terry has created an environment that is so welcoming that customers return just to say hello, to have a cup of coffee, and to enjoy the warmth and energy of the dealership.

Terry Ortynsky and his staff have made it easy to find and buy a car. When you are in the market to buy a new or pre-owned car, drop by our dealerships and see the dramatic difference in your buying experience.

We proudly serve Yorkton and Parkland area, Langenburg, Melville, Regina, Esterhazy and Canora in Saskatchewan as well as our neighbours in Manitoba including Swan River, Russell, Roblin and Dauphin.
Terry Ortynsky's Guide to Car Buying
This booklet is very different from any other you’ve ever read. In it, we are going to reveal some of the most manipulative sales techniques that can be used against you. We want you to be aware of what is going on when you are in the market to buy a new or used car or truck.

Our goal is to help you get the vehicle you want at a fair price. Please read this over, and bring it with you when you are considering buying a car or truck, or for any other purchase, for that matter!
A BUILT-IN CONFLICT OF INTEREST

Commissioned sales people have one goal in mind, and that is for you to pay as much as possible.

Why? Because they have a vested interest given the more you pay, the more money they get personally. That motivation is in direct competition with your customer satisfaction.

When Terry Ortynsky studied the structure of this “conflict-of-interest” he saw that if he was to accomplish the highest degree of customer satisfaction possible, he needed to end the system of commissioned sales in his dealerships.

Many people in the industry warned him against that. But Terry went against the tide, and put all sales people on salary and took them off commission. This was a huge game changer! Now, the professional sales staff at Royal dealerships has only one mission, and that is to serve you, the customer. The sales associates at Royal do not have a conflict of interest between their personal gain if you pay too much or buy the wrong car or truck. They make the same amount of money if you buy from them or don’t! But they do have a job, and that is to help you get what you want.

They will do everything they can to make sure that you end up with the perfect transportation at the right price. Also, the entire dealership is set up to make it as easy as possible for you to sail through the buying process, the paperwork, the financing, and all those little extras that make it a pleasure to buy from Royal.

SALES TECHNIQUES

In the next few pages we are going to outline some of the most basic sales techniques so you will have a deeper understanding of what is going on, and will be better prepared to make your buying decisions based on what you truly want.
Royal Honda Guide to Car Buying
Royal Honda
CONTROL

Most sales techniques have one thing in common: CONTROL. They teach the sales person to gain control of the sales situation so the customer is directed to say yes, even if that person doesn’t want to buy.

Most sales techniques, from “high” pressure to “soft” sell, presume that you, the customer, are not to be trusted to make your own decisions. Most of us have had bad experiences with the high-pressure version of this. It leaves a bad taste, whether or not we buy the product that is being offered. Often, customers buy what they want in spite of the manipulative sales technique that is being used. Why? Because the customer wants the product or service and would have purchased it regardless of the sales technique used.

Controlling sales techniques harm relationships between the customer and the company. These techniques actually work against customer satisfaction, even if the client does say yes to the sale. From the sales perspective, this is a short-term strategy – get the sale right now – rather than thinking about the life-time value of the customer.
THE YES RESPONSE
In this technique, the idea is to get the customer into the habit of saying “yes.” So the sales person asks many questions that can only have a “yes” response. Silly as it sounds, too often, sales people attempt to use this technique as if the customer would say yes against his or her own good judgment.

This is an easy technique to spot, and it might be fun to notice it the next time someone tries it on you.

THE PRESSURE CLOSE


This technique tries to put pressure on you!
The sales person gives you the feeling that the clock is running out on a good deal, and you need to make a decision now!
“We can only hold this price right now, so you’d better say yes because the price will go up tomorrow.”

Notice whenever the sales person is trying to force you to say “yes” because the situation will change and you will lose your best deal. Our advice is to walk away from such claims. Often, you will find that the sales person will call you back the next day, saying that they have managed to “keep the deal open” for another day.
Royal Honda
Royal Honda
LOSS

Another way to try to pressure you to buy now is to say that someone else is considering the same vehicle, so you’d better act now or you’ll lose the chance.

Be aware of this claim. Often, there isn’t another person in the wings, except in the story that’s being told to force you into buying before you have a chance to think it through.

BAIT AND SWITCH

Some companies advertise an unbelievable deal. If you call the company to ask if what was advertised is still available, you are told that it is, and that you should come right down. But, once you arrive, you are told that what was advertised was just sold, and there are no more left, however there are some deals that you might be interested in. Watch out for this “bait and switch” technique, because if the sales person is willing to lie to you, it is not a good basis of trust.

One sales team was told that if a person calls wanting a pink car with blue and red polka dots, their answer was to say YES! When the person comes in, they were to say, “You just missed out. It was sold a few minutes before you came.” The point was to try to get the person into the store so the sales person could have a chance to manipulate the customer into a sale.
Royal Honda
Royal Honda
FEAR

In this technique, the sales person warns what would happen if the person buys from the competition. “That vehicle has a bad safety record, so you’d better be careful!” Whenever a sales person spends his or her time disparaging the competition, know the
game that is being played.

THE FAKE SALES MANAGER

In this technique, the sales person pretends that they are trying to get you the best deal, but they need to get the approval of their “sales manager.” Too often, there is no sales manager, but simply another sales person. However, even when there is a real sales manager, the sales person acts as if he or she is the middleman, going back and forth with offers that are first rejected, and finally accepted. The hope is that the customer thinks he or she has gotten a good deal, but what really has happened is the customer has paid more than the fair price.
THE NUMBERS GAME

Have you ever witnessed the numbers game in action? The sales person writes an offer in large numbers. He or she knows that this is too high, and the customer will reject it.

More numbers are written down the page – more offers that will be unacceptable.

Each number is written smaller and smaller. When the end of the page is almost reached, the sales person writes a number that might be acceptable to the customer. There will be no more room to write other numbers.

The idea behind this manipulative technique is that the customer will subconsciously assume there is no more room to negotiate.

This is another way that sales people try to pressure the customer into a buying decision that may not be the best one.
Royal Honda
TRIAL CLOSES

There are many closing techniques aimed at getting you, the customer, to say yes, even to a deal that is not very good.

“If you could have it in colour red, would you buy it?”

“If we could get it at this price, would you buy it?”

Often the trial close is connected with the Fake Sales Manager technique.

“I’ll ask my sales manager if we can do this,” a few minutes pass, and then the salesperson comes back with the bad news, “Gosh, we just can’t do that...etc.”

But the customer has said yes in principle, so now a number of trial closes follow.

Watch out for the fake closes!

OVER-INFORMATION

In this technique, the sales person tries to overwhelm the customer with more information than can be understood or is needed to be understood.
The idea is for the sales person to pretend to be a technical expert, and have you think that you can’t figure all this technical stuff out. The hope of this technique is that the customer will relinquish his or her decision making process, and rely on the sales person to tell them what to do.
Royal Honda
Royal Honda
This is how we see the relationship between you, the customer, and us, the dealer. We have an offer, which are our various vehicles and services. You are in the market to buy a vehicle and will need a variety of services, such as finance, delivery, maintenance, and so on.

It is pretty simple: what is the match between what you want, and what we have?

If we have a very close match, we have a basis of doing business together. If we don’t have a very good match, we don’t.
OUR JOB

Our job is to find out what you want.
This might be as simple as asking you, and you telling us. But, often, it is not quite as simple as that. You might tell us you want a certain model. We want to know why you have come to that conclusion. Sometimes, people have decided what the best model might be for them, but, when we hear what they are really after, there might be an even better choice. We are glad to try to offer the customer what they want, and we want to make sure you have the very best chance in knowing what’s available.

Our job includes consulting with you, getting really clear on what you want, understanding our inventory and how well it matches what you want.
It also includes understanding the ways you make decisions so we can help you get what you want. We know our inventory, and, based on the various things you want, we may be able to make some very good suggestions.

We do not try to position ourselves over you. We don’t need CONTROL in the sales situation. We are professionals who take pride in our job.
The Ortynsky sales team works with you as equals. We might lead some of the thought process so that we can better
understand what you want. That is the consulting aspect of our work. But we never want you to make a choice based on wrong information, manipulative techniques, or anything that is not great customer relationships and service.

WE WANT YOUR BUSINESS

We want to do business with you now and in the future. We know the value of you being an Ortynsky customer for years.

Our business strategy is simple: we want to do such a great job for you, that you will love doing business with us.

No tricks! No techniques to use against you! We make the best match we can between what you want and what we can provide! We make it easy to do business with us!

Thanks for reading this booklet, and we hope it helps you better understand your options when buying such an important thing as your next vehicle. We are here to help you in that important decision.
Checklist for Buying a New Vehicle

  • Is this the vehicle you want?
  • Have you checked the reviews on this type of vehicle?
  • What is the fuel efficiency of the vehicle?
  • Do you know the dealer? What is his reputation?
  • Have you done your dealer review? Salesperson review?
  • Are you comfortable with the buying experience?
  • Is the cost within your budget?
  • Is this a fair price?
  • Have you checked financing options and interest rates?
  • Have you inspected the vehicle?
  • What is the odometer reading?
  • Have you test-driven this vehicle? Are you satisfied?
  • Are you familiar with the features and technology?
  • What are the warranty options? Do you understand them?
  • What “after-sale-service” is available?
  • Do you understand the paperwork you are signing?
  • Is there a return-vehicle policy?
  • What is the reputation of the after-sale-service?
Checklist for Buying a Used Vehicle

  • Is this the vehicle you want?
  • Have you checked the reviews on this type of vehicle?
  • What is the fuel efficiency of the vehicle?
  • Do you know the dealer? What is his reputation?
  • Have you done your dealer review? Salesperson review?
  • Are you comfortable with the buying experience?
  • Is the cost within your budget?
  • Is this a fair price?
  • Does the vehicle qualify for financing?
  • Have you checked financing options and interest rates?
  • What is the vehicle history?
  • How many owners?
  • What is the service history?
  • Has it been reconditioned?
  • Was it involved in any accidents?
  • Have you inspected the vehicle?
  • What is the odometer reading?
  • Have you test-driven this vehicle? Are you satisfied?
  • Are you familiar with the features and technology?
  • What are the warranty options? Do you understand them?
  • Is there any warranty on this vehicle?
  • If yes, what is the balance of the warranty?
  • If no, is extended warranty available?
  • What “after-sale-service” is available?
  • Do you understand the paperwork you are signing?
  • Is there a return-vehicle policy?
  • What is the reputation of the after-sale-service?

In the Media

Thanks for his innovations in the auto dealership industry, Terry Ortynsky has caught the attention of the media and business gurus alike. Besides attracting coverage in the print media and online, Terry has been used as an example of best dealership and managerial practices in two books by business consultant Robert Fritz.

• The Path of Least Resistance for Managers
• The Managerial Moment of Truth

In Print
• Canadian Auto World
• SASKBUSINESS – Saskatchewan Business Magazine

Online
Canadian Auto Dealers
More than just a pretty Facebook Page
Royal Ford builds a social media hub for its community

Tripp Babbitt’s Blog
New Thinking for Auto Dealerships

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