The New Internet Dealership
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The New Internet Dealership Sean V. Bradley, CSP Founder/President Dealer Synergy Audubon,NJ 267-319-6776 [email protected] @seanvbradley Your photo here
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Transcript of The New Internet Dealership
The New Internet Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
[email protected] @seanvbradley
Your
photo here
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Current Situation Analysis
Overview
average showroom sales consultant sells 9.6 units per month
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10 sales people, 2 - 3 managers (plus F&I) for 360 “ups” and 96 deliveries!
360 “ups”
96 Sales team
Current Situation Analysis
Output
Deliveries
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Current Situation Analysis
Allocation
650 400 250 Sales team
Fresh Internet leads Residual Flow Factor Total opportunities
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Current Situation Analysis
Conflict
Lack of respect . No support . Lopsided resources . No training
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Current Situation Analysis
Mis-match
Many dealers still do NOT recognize the SINGLE MOST POWERFUL Opportunity… the INTERNET! The way they engage the Internet is NOT conducive to success.
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Current Situation Analysis Division
Dealers that do recognize the Internet is the ultimate opportunity for profound growth and success, they almost all fail to implement a true holistic approach.
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Doing the SAME thing expecting DIFFERENT results
INSANITY
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Current Situation Analysis Approach
What is the right way?
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Internet Leads
Divide the leads among showroom
staff
Segregated & dedicated sales team
Team of Internet sales
consultants
Current Situation Analysis
Approach
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Action
A DEDICATED TEAM
Open to close in shifts.
Constant TEAM of phone sales
professionals AND follow up experts.
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Evidence
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Examples
Scorecard
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Scorecard Close Up
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Scorecard Close Up
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Live Scorecard
Scorecard 19
Scorecard Close Up
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Scorecard Close Up
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Live Scorecard
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Conserva1ve/Smaller Department
450 Ac2ve Opportuni2es 3 Coordinators x 120 Calls Per Day = 360 Total Calls a Day
360 Calls Per Day x 22 Working Days = 7920 Calls x 14% Connec1on Rate
1108 Connec1ons x 25% Set Rate = 277 Appointments
277 Appointments x 55% Show Rate = 152 Ups
152 Ups x 42% Close Ra1o = 64 Units
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Proper Showroom Strategy
Reality Check Example 300 Cars a Month
27 Salespeople Genera1ng 111 units from Phone/Internet Department
189 Remaining Units from the Showroom
27 Salespeople / 189 Units = 7 Units Per Salesperson
8 Ways to Sell a Car -‐ 2 Ways (Phone/Internet) = 6 Ways
Increase 2 Units x 27 Salespeople = 54 Addi1onal Net Units
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Point of Diminishing Return on Follow Up for the Showroom
Reality Check Example
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189 Units + 54 Additional Net Units = 243 Total Units from the Showroom
Reality Check Example
Because of the shiN, conven1onal Showrooms are neglec1ng the
6 OTHER ways to sell a car.
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● Phone Ups
● Internet Ups
● Walk Ins
● Be Backs
● Service Conversions ● Orphan Owners
● Referrals
● Prospecting
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Individual Production
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Team Synchronization
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Dealership Production
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Implementation
An interdependent “Internet” dealership.
Showroom dept
Internet dept
Synergistically setting up BOTH the Showroom department as well as the Internet department and then INTEGRATING them together!
Showroom Liaisons 32
Point Guards
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Point Guards are Hybrid Professionals functioning as BOTH Sales Consultants and Internet Coordinators. Besides being a sales professional they should be able to handle calls and function EXPERTLY on the phone.
Point Guards 34
Being a Point Guard should be considered a promotion or a REWARD.
● Perpetuate Departmental Momentum ● Substitute Teacher ● T.O. Manager ● Take Inbound Phone Ups ● Share Automotive Knowledge with the Internet Department. ● Possess the ability to provide the selling component to a prospect.
Point Guard Responsibilities
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Training & Certification Process for Sales Professionals To Work With the Internet / BDC
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Process Phone Email
Turn over not ALWAYS necessary Setting appts Confirmed appts Appointment
shows Text
Social Media
Video Follow up
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CRM
Operations protocol
Action plans Notes Prospect
status Database
segmentation
Department Organization
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Production Ratio for 100 Units
Internet Director Point Guards Internet Sales Coordinators
1 2 3 4 5
600 Fresh Leads + 400 Carry Over Leads = 1,000 Opportunities
Department Organization (scheduling)
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Monday, Wednesday, Friday 9 - 6 Tuesday & Thursday 11 - 8
Rotating On Weekends
Team 1 (odd) Internet Sales Coordinators
Monday, Wednesday, Friday 11 - 8 Tuesday & Thursday 9 - 6
Rotating On Weekends
Team 2 (even) Internet Sales Coordinators
Cover Staffing Shortfalls
Excluding Weekends
Team 3 (flex) Internet Sales Coordinators
1 2 3 4
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Sales Consultants Point Guards
Department Organization (scheduling) 41
Point Guards Internet Sales Coordinators
Utilize Point Guards to augment scheduling requirements (weekend / time off)
How Do You Make Money In Service?
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Maximizing Operations 43
Team 1: 9a - 6p (M, W, F) 11a - 8p (T, TH)
Team 2: 11a - 8p (M, W, F) 9a - 6p (T, TH)
9 - 11 Lost A.M. productivity
6 - 8 Lost P.M. productivity
You Wouldn’t Leave the BIG Game at Halftime
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PRIME TIME
for connecting via the phones
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Don’t Leave Money on the Table
6 - 8 P.M.
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4 hours of inactivity per day results in a 22% reduction in
daily productivity 18 working hours per day - 4 lost production hours per day = 12 hours worked
12 hours worked 4.5h x 100% = 22%
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Evolu1on 47
BDC/Internet Department Use the
Showroom Bootcamp
Showroom Sales Coordinator Incubator
Training Promotion
in the following ways (cross pollinate)
SYNERGIZE
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Create ACCOUNTABILITY . Inspire GROWTH . Produce RESULTS
Sell More Cars
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You want to have a Holistic and Synergistic approach to Internet Sales / BDC. Creating a continuous “customer appointment factory” is the GOAL.
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The New Internet Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
[email protected] @seanvbradley
Your
photo here
Please visit the NADA Pavilion
in the Expo Hall for informa1on
on accessing electronic versions
of this presenta1on and the
accompanying handout
materials, and to order the
workshop video recording.
