3ds Max :: Avoiding Reflectivity On Transparent Maps

I can't quite get the effect I am looking for.  I have a flat plane mapped with a standard reflective material that has a transparency map.  I'd like the transparent areas of the map to disappear and not have reflections.  I'd also like my lights to be excluded from the reflections.  I tried to exclude my light group using the "local exclude" button in the reflection map, but nothing changed.  I've also done tests unchecking each box withing the material editor to see where this can be controlled.