Sean V. Bradley, CSP

Sean V. Bradley, CSP• Automotive Sales professional (1999)

– 30 (33) Car Guy (Weisleder Mazda)– 110 Internet Sales (Pine Belt Automotive 2001-03)– 95-100 Units per month at a single point Nissan Dealership (Cherry Hill Nissan

2003-04)• 11.5+ Years Automotive Sales, Internet Sales, BDC & Digital Marketing • CEO of Dealer Synergy• Trained 14,500+ Automotive Sales Professionals

Sean V. Bradley, CSP• Trained over 950+ dealership

• Co-Creator with wife, Karen Bradley, on #IS20G• FranklinCovey Certified Trainer

• NSA “CSP”• Pioneer of Video SEO• Author of Googleopoly

• Entrepreneur (own 9 companies, 2 are in the Multi-Million Dollar category

Where I Came From • First Generation in this country• Inner city • Poor• Boys home for 3 years• Troubled childhood• Only 1 year of College• Bad Credit• No money and no one to help me

92 - 99% of people go online FIRST before ever stepping

foot in a dealership

What makes up a Business Development

Center (BDC)

BDC Director

General Manager

ID Director

General Sales Manager

Elements of an Internet Department

Departments

Incoming phone UPs Internet sales

Management CRM systems Reporting &Analytics Technology Marketing

What makes an ideal Internet Director?

• Automotive Sales Management• Call Center/Telemarketing Manager• Marketing/Advertising

IDEAL BACKGROUNDS

Roles and expectationsof an

Internet/BDC Director

3 Square Exercise

The 4 P’s

Leadership

You must integrate a WIDE range of experiences

over TIME

● Coaching● Mentoring● Journaling

● Goal setting● Assessments● Evaluations

You are the Captain of the Ship

The primary reason Internet Departments are successful is the Internet Directors!

Developing leader traits

Self Learning

Mindset

Mental maturityDependenceIndependenceInterdependence

Take responsibility for your

ACTIONS

Where is your

FOCUS?

Building the Right Team

ASK YOURSELF THE BIG

Q

Showroom dept

Internet dept

Interdependence

Create the

ULTIMATE Internet Coordinator profile

How does

YOURAccount look?

MOTIVATE

INCENTIVIZE

● Power hours● Fast starts

● Most dials● Most connections● reward MOST shows

Accountability

“This is a story of four people named Everybody, Somebody, Anybody, and

Nobody. There was an important job to be done and Everybody was asked to do it. Everybody was sure Somebody would do it. Anybody

could have done it, but Nobody did it. Somebody got angry about that because it was Everybody’s job.

Everybody thought Anybody could do it, but Nobody realized that Everybody wouldn’t do it. It ended that Everybody blamed Somebody

when Nobody did what Anybody could have done.”

Atmosphere

Create a Warm/Positive Environment/Culture

● Signage● Proactive Language● Private disciplinary action● Beautifully wrapped constructive criticism

Don’t give me an excuse until you have exhausted all solutions

- Karen Bradley

Communication

Ways we communicate

● Verbal● Non Verbal● Written● Visual

Structure/Operations

Is EVERYONE working towards

the SAME goal?

I want to DO X deals

This is HOW I get there

B L U F

HR + F + M = OC

GP - OC = NP

It is essential that your ID/BDC close deals and move units but ONLY when GROSS profit gains are sustained to impact overall NET growth haveyou become

PROFITABLE

Time Management

Learn the difference between Urgent vs. Important

Create consistency

Create common language “Q1”, “A item”

You down with OPP?

O H I OOnly Handle It Once

Do it Delegate it Destroy it

Learn to use Projections/Forecasting

Set proper goals for your coordinators

Reporting

Learn to master the averages

The numbers provide the focus for where training/reinforcement is most

necessary

Outgoing connections - Connection to appointment %

Scheduled appointments - Appointment to show %

Showed appointments - Show to sold

Sold ratios

CRM Reports

Learn to recognize GOOD vs. BAD leads

Maximize ROI

What to do with ALL the data?

● Tweak your team● Tweak your schedule● Work with the desk

TRAINING, TRAINING, TRAINING

● Recruiting● Change lead sources● Update website/ads

RECAP

Sean V. Bradley, CSP

Thank you