Digital Dealer Recruit Screen Hire Workshop

How to Recruit, Screen, Hire and Train Internet Sales Professionals for the Best and Greatest Likelihood of Success and Retention

How to Recruit, Screen, Hire and Train Internet Sales Professionals for the Best and Greatest Likelihood of Success and Retention

How important is it to hire and train the right people while building a sales team that can convert opportunities created by marketing into actual sales results? Paglia - Session #215 - Rm: Montego ABC

Organizational development is more important than ever before…with many dealers losing staff while cutting costs during the depths of the recession, those that are growing their business need effective strategies, tools and tactics for attracting, screening and hiring the best Internet sales professionals with the greatest chance of achieving their own personal success, as well as sales productivity for the dealership. This session will explore organizational development strategies, recruiting, screening, hiring and training tools as well as the materials and processes that the most successful dealers in America have been using for years, and are being used today as a means of increasing success in the hiring process. Ralph Paglia will share the tools and processes he has used to build some of the most successful Internet sales departments in America while teaching attendees what the essential "must haves" are, and how to get them when seeking to grow your sales departments into high performance digital marketing to sales conversion engines.

Growing Your Internet Staff from 10 to 300 Cars per MonthGrowing Your Internet Staff from 10 to 300 Cars per Month

Courtesy Chevrolet in Phoenix, AZ Courtesy Chevrolet in Phoenix, AZ became the USA’s leading Internet became the USA’s leading Internet retailer of new and certified used retailer of new and certified used Chevrolet vehicles… Human Resource Chevrolet vehicles… Human Resource Development was the key (secret sauce) Development was the key (secret sauce) to success.to success.

Organizational Development is the essential stumbling block that many dealers and ISM’s report as the primary reason for Internet Sales Operations failure or lack of growth into a strategically significant level of sales.

Training Compensation Benefits Supportive Team People Matter Career Growth

Hire The Winners Assessment: Hire The Winners Assessment: Accurate Results in 20 MinutesAccurate Results in 20 MinutesHire The Winners Report and Assessment Example

TARGET TRAINING FOR TARGET TRAINING FOR CURRENTCURRENT TEAM MEMBERS TEAM MEMBERS

No dealership has unlimited process execution capabilities…

Dealer Lead Dealer Lead Management Management Process MapProcess Map

Dealer Lead Dealer Lead Management Management Process MapProcess Map

Growing Your Internet Sales Team Requires that you Define what Your Internet Process Should Look Like…

5.5. New Chevrolet Internet SalesNew Chevrolet Internet Sales6.6. Used Car Internet SalesUsed Car Internet Sales7.7. Bell Road Internet SalesBell Road Internet Sales8. Commercial Internet Sales

1.1. New Chevrolet BDCNew Chevrolet BDC2.2. Used Car BDCUsed Car BDC3.3. Wholesale Parts BDCWholesale Parts BDC4.4. eFinance Sales TeameFinance Sales Team

Growing Your Internet Sales Team works best when it occurs “Organically” and is Specialized

Courtesy Chevrolet is a single point Chevy dealer with (at one time) 3 fully staffed BDC Team’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales professionals are identified as follows:

Organic GrowthOrganic Growth

Let’s Take a Look at How It Happened…Let’s Take a Look at How It Happened…

Ralph PagliaRalph PagliaBegins at CourtesyBegins at Courtesy

as eBusiness Directoras eBusiness Director

Ralph PagliaRalph PagliaBegins at CourtesyBegins at Courtesy

as eBusiness Directoras eBusiness Director

BDC ManagerBDC ManagerNew & UsedNew & Used

Vehicle Sales Dept. Vehicle Sales Dept.

BDC ManagerBDC ManagerNew & UsedNew & Used

Vehicle Sales Dept. Vehicle Sales Dept.

Internet Sales ManagerInternet Sales ManagerNew & UsedNew & Used

Vehicle Sales Dept.Vehicle Sales Dept.

Internet Sales ManagerInternet Sales ManagerNew & UsedNew & Used

Vehicle Sales Dept.Vehicle Sales Dept.

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Phase 1 Sales Results:Phase 1 Sales Results:Internet sales averaged 88 units per month Internet sales averaged 88 units per month (new & used)(new & used)BDC generated sales averaged 92 units per month BDC generated sales averaged 92 units per month (new & used)(new & used)

Phase 1 Sales Results:Phase 1 Sales Results:Internet sales averaged 88 units per month Internet sales averaged 88 units per month (new & used)(new & used)BDC generated sales averaged 92 units per month BDC generated sales averaged 92 units per month (new & used)(new & used)

Mike GordonIT Director


Courtesy Chevrolet CRM/eBusinessTeams as of August, 2005

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Joel MattesonJoel MattesonBDC ManagerBDC Manager

New Vehicle SalesNew Vehicle Sales



George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager




Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager

Used Vehicle SalesUsed Vehicle Sales


Used Vehicle SalesUsed Vehicle Sales Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators

Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators

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Split&

Grow

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•Phase 2 Team Expansion:Phase 2 Team Expansion:Internet split into new and used managed teamsInternet split into new and used managed teamsBDC split into new and used managed teamsBDC split into new and used managed teamsCRM administrative position added (showroom)CRM administrative position added (showroom)

•Phase 2 Team Expansion:Phase 2 Team Expansion:Internet split into new and used managed teamsInternet split into new and used managed teamsBDC split into new and used managed teamsBDC split into new and used managed teamsCRM administrative position added (showroom)CRM administrative position added (showroom)

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80 sales 70 sales

40 sales

40 sales

Courtesy Chevrolet CRM/eBusiness Teams as of December, 2005

Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director

Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director

















Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy GirodCRM AdministratorsCRM Administrators

Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy GirodCRM AdministratorsCRM Administrators

Patrick MillerPatrick MillerInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

Patrick MillerPatrick MillerInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

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Designated Sales Consultants Designated Sales Consultants Certified to Handle Certified to Handle

Internet Lead AppointmentsInternet Lead Appointments



Ron Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance TeamRon Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance Team

Lisa EsquivezLisa EsquivezeFinance BDCeFinance BDCLisa EsquivezLisa EsquivezeFinance BDCeFinance BDC

Omara SpriggsOmara Spriggsefefinance Salesinance Sales

Omara SpriggsOmara Spriggsefefinance Salesinance Sales

100 sales 90 sales

60 sales 50 sales

25 sales35 salesNewNewTeam

Team

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NewNewPositionPositionNewNewPositionPosition

•Phase 3 Team Expansion:Phase 3 Team Expansion:Special eFinance teamSpecial eFinance teamCourtesy-on-Bell ISMCourtesy-on-Bell ISM

•Phase 3 Team Expansion:Phase 3 Team Expansion:Special eFinance teamSpecial eFinance teamCourtesy-on-Bell ISMCourtesy-on-Bell ISM

Courtney DalyCourtney DalyeFinance Admin.eFinance Admin.Courtney DalyCourtney DalyeFinance Admin.eFinance Admin.

Courtesy Chevrolet CRM/eBusiness Teams as of July, 2006

Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations

90,000+ OutboundPhone Calls / Month90,000+ OutboundPhone Calls / Month

Document Roles & Responsibilities for All Internet Sales Positions

* July 2006 Interactive Marketing Budget

Document Pay Plan & Bonus Structure that reflects taller Internet sales funnel

Lead Volume puts pressure on response Lead Volume puts pressure on response times as a factor of staffing levels!times as a factor of staffing levels!

Lead Volume puts pressure on response Lead Volume puts pressure on response times as a factor of staffing levels!times as a factor of staffing levels!

Top 4 Ways to Close

More Sales to Leads Received

Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry

Purchase Purchase Respondents*Respondents*

who who DID DID NOTNOT

experience experience the attributethe attribute

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperience the attributethe attribute

Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute

with Vehicle with Vehicle PurchasePurchase

#1#1 Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices) 17%17% 27%27% 1111

#2#2 Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer 20%20% 27%27% 99

#3#3 Contact Customer more than once by Email Contact Customer more than once by Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours) 21%21% 25%25% 55

#4#4 Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response 21%21% 24%24% 33

Organizational Structure Determines Process Capabilities and Monitoring

Customer goes online and submits Lead

Internet Sales Specialist ISS) reviews lead, selects 4

vehicles for Price QuotesSends email with Quotes & Cars

BDC Staff makes initial phone call, collects customer info, sets up an appointment for the ISS

If no appointment, ISSContacts customer and seeks

appointment and/or agreement

Staffing Determines Process Execution Capabilities and Monitoring

Lead Process Maps Lead Process Maps should be indexed to should be indexed to

email templates, email templates, phone scripts and phone scripts and word tracks so that word tracks so that

dealership employees dealership employees have a “paint by have a “paint by

numbers” guide to numbers” guide to what is expected when what is expected when

a lead is received. a lead is received. This process map This process map

focuses on the first 12 focuses on the first 12 hours after a new lead hours after a new lead

is received.is received.

Lead Process Maps Lead Process Maps should contain brief should contain brief

explanations for the logic explanations for the logic and execution tips for and execution tips for employees to review employees to review

before actually using the before actually using the email templates, phone email templates, phone scripts and word tracks.scripts and word tracks.

Actual template Actual template illustrations make it easy illustrations make it easy for dealership employees for dealership employees

to recognize the right to recognize the right template or document template or document

when they see it in their when they see it in their CRM tool.CRM tool.

When Lead When Lead Process Maps are indexed to Process Maps are indexed to correspondingly numbered correspondingly numbered

email templates, phone email templates, phone scripts and word tracks, the scripts and word tracks, the

dealership is far more likely to dealership is far more likely to execute the repetitious tasks execute the repetitious tasks

that create customer that create customer experiences which correlate experiences which correlate

with higher sales closing with higher sales closing ratios. The best process ratios. The best process

maps break down email and maps break down email and phone contact processes into phone contact processes into

separate flows so that they separate flows so that they can be executed by different can be executed by different resources when scaling up resources when scaling up

lead volumes and lead volumes and organization structures.organization structures.

Although many car guys will say they believe in the concept of following up until Although many car guys will say they believe in the concept of following up until prospects either buy or die… Large scale lead generation through highly effective prospects either buy or die… Large scale lead generation through highly effective marketing practices requires that scarce resources be allocated to where they will marketing practices requires that scarce resources be allocated to where they will generate the most sales. Outsourcing followup on leads that have reached a generate the most sales. Outsourcing followup on leads that have reached a designated status (dormant) or assigning them to alternate resources such as a BDC designated status (dormant) or assigning them to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 daysfirst 10 days

Have a defined process for “closing out” unsold leadsHave a defined process for “closing out” unsold leads

LMP Scoring IndexLMP Scoring Index

Objective Review of Objective Review of Dealership Employee Lead Dealership Employee Lead responses encourages responses encourages consistency and creates a consistency and creates a numeric accountability – numeric accountability – an LMP Report Card for an LMP Report Card for Dealer or GM review…Dealer or GM review…

Nothing has more impact on results Nothing has more impact on results

than phone contact with the customer!than phone contact with the customer!

Outbound phone calls, ongoing phone follow-up and Outbound phone calls, ongoing phone follow-up and

responding to emails requires adequate staffing and skill responding to emails requires adequate staffing and skill

levelslevels

Telephone ProcessTelephone Process

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy:• Focus on having a set of objectives in front of us, each time we make an email follow-up call• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy:• Focus on having a set of objectives in front of us, each time we make an email follow-up call• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response

Top 10 Reasons To Use Hire The Winners

1.Find out why your lowest producers aren't producing. 2.Learn what the potential is of every sales consultant on your team. 3.Discover opportunities for improvement for each sales consultant and how you can focus your training for immediate improvement. 4.HTW can show you how to find and recruit excellent talent to grow and improve your sales team. 5.HTW has tools to help make informed hiring decisions and get best talent available. 6.HTW provides you with tools that allow your sales team to practice on the simulator not the public (Lost sales from poorly trained sales consultants are killing us). 7.HTW provides you with a hiring process and support to strengthen your management teams interviewing skills and, if used correctly, will provide you with information you need to bring on the best talent available. 8.HTW provides you with tools that show you what the sales applicant can and can't do when put into the automotive sales situation. You will know in 20-30 minutes the potential of every candidate.9.Tools that will assist you in creating customers in a challenging market (What you can do to cause more customers to visit your store without raising your advertising budget). 10.(see link below)

Free Trial: www.hirethewinners.com/adm

Recruiting 2.0◦ Place job opening on 100’s of job boards including Monster, Career Builder,

Indeed, Simply Hired, Zip Recruiter, Craigslist, Facebook, Twitter, Myspace, LinkedIn, Google+ and MORE. Nobody used more resources than AutoMax!

◦ Schedule & conduct ALL interviews & screen applicants using The Car Sales Simulator. (We have a team of people that interact with and schedule interviews with thousands of potential hires each week) The Car Sales Simulator Uses interactive video to present potential salespeople

with a set of decisions that will either lead to the sale or the GSM’s office for a “talking to.”

◦ For those that make it through the interview & screening process either we’ll conduct the training or you can. (We have multiple packages)

◦ From porters to presidents, we will interview, screen and train internet sales managers, BDC reps, social media managers, sales people, sales managers, service advisors, general managers and more!

Low Fee, Turn Key, With A Satisfaction Guarantee! 25% discount for all attendees present!

Video From Craig

AutoMaxRecruitingAndTraining.com | 800-878-5090

Actual Graduate ClassActual Graduate Class

Ralph PagliaCell: [email protected] www.RalphPaglia.com

Reference Links:http://www.ADMPC.com http://slideshare.net/RalphPagliahttp://www.hirethewinners.com/adm http://www.Automax.com

Digital Dealer Recruit Screen Hire Workshop

Automotive

Transcript of Digital Dealer Recruit Screen Hire Workshop