Staffing the Sales Force: Recruitment and Selection Module Five.
DealerAdvantage; Staffing for Online Sales Success
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Transcript of DealerAdvantage; Staffing for Online Sales Success
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 has Courtesy Chevrolet in Phoenix, AZ has become the USA’s leading Internet become 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 has been the key to this Development has been the key to this success.success.
Growing Your Internet Staff from 10 to 300 Cars per MonthGrowing Your Internet Staff from 10 to 300 Cars per Month
Ralph Paglia - CRM / eBusiness DirectorRalph Paglia - CRM / eBusiness Director
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.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000Courtesy Chevrolet Monthly Web Traffic; Nov. 2005 through Jan. 2007
BZ Results site Cobalt GM PowerShift Site Reynolds Spanish Site SEO/SEM Driven Micro-Sites
AZ Central-Chevy Site ClickMotive SEM Sites Other Sites
Courtesy Chevrolet’s Internet Sales Team growth has Allowed the Courtesy Chevrolet’s Internet Sales Team growth has Allowed the Dealership to Become More Aggressive with Dealership to Become More Aggressive with Lower CostLower Cost Online Marketing Online Marketing
Growing Your Internet Team’s Capabilities Allows Dealers to Feel More Confident about Online Ads Growing Your Internet Team’s Capabilities Allows Dealers to Feel More Confident about Online Ads
Courtesy Chevrolet 2006 Lead Volume by Broad Category Source Type
Third Party Sourced Leads26,09543%
GM Provided Leads1,9973%
SEM/SEO Generated Leads14,79224%
CRM & Non-Web Generated Leads
18,73830%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
61,642 Leads Generated and Tracked within CRM System61,642 Leads Generated and Tracked within CRM System
Growing Your Internet Staff from 10 to 300 Cars per Month Requires Large Quantities of LeadsGrowing Your Internet Staff from 10 to 300 Cars per Month Requires Large Quantities of Leads
Unit Sales Volume by Lead Source Category
Third Party Sourced Leads98925%
GM Provided Leads2496%
SEM/SEO Generated Leads1,07527%
CRM & BDC Recycled Web Generated Leads
1,69542%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
4,008 eBusiness Department Sales of New & Used Vehicles in 2006 4,008 eBusiness Department Sales of New & Used Vehicles in 2006 Segmented by Marketing Category Segmented by Marketing Category (Total Store Sales >11,000)(Total Store Sales >11,000)
Growing Your Internet Staff using Large Quantities of Leads will Generate Higher Volumes of Sales
Growing Your Internet Staff using Large Quantities of Leads will Generate Higher Volumes of Sales
Sales/Lead Closing Ratios ranged from 5.15% to 16.64% Sales/Lead Closing Ratios ranged from 5.15% to 16.64% when segmented into categories based on Marketing Typewhen segmented into categories based on Marketing Type
11.76%
5.15%
16.64%
9.93%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads
SEM/SEO Generated Leads 14,792 591 8,252 5,652 38% 1,075 11.76%Third Party Sourced Leads 26,095 1,339 17,838 6,909 26% 989 5.15%
GM Provided Leads 1,997 55 1,316 501 25% 249 16.64%CRM & Non-Web Generated Leads 18,738 1,997 15,065 1,665 9% 1,695 9.93%
Totals 61,642 3983 42471 14746 24% 4008 8.55%Monthly Averages for 2006 5,137 332 3,539 1,229 24% 334 8.55%
Lead SourceTotal Leads
Working Completed Sold LeadsInvalid Leads
Growing Your Internet Staff using Large Quantities of Leads will Result in Closing Ratio Variations
Growing Your Internet Staff using Large Quantities of Leads will Result in Closing Ratio Variations
Internet Strategy Current National Close Rate 9%Realistic Planning Potential is 18%
Pains 50% of a dealer’s Phone, Lead and Showroom traffic originates from the net… What is your dealer’s current marketing strategy? Lead providers? What is submission ratio from dealer’s site? Who updates it? Dedicated people? Process? Pricing strategy? Does dealer monitor and measure visitors, leads, response rate, appt%, show%, close%, profit, CSI, etc… eBusiness training?
Strategic Goal
Drive TRAFFIC to an INTERACTIVE web site that generates leads that flow into dealer’s PROCESS engine which converts them into SALES.Convert Internet leads into showroom visitors that buy cars
Tactical Objectives
Use a predefined and consistently executed inquiry response process, customized email templates and phone scripts that result in appointments that generate increased customer visits to the dealership
Process 1. Autoreply acknowledges inquiry and sets customer expectations2. Email with price quotes on several vehicles and sets stage for phone
contact is sent within 30 minutes of lead arrival (business hours)3. Call customer on phone within 45 minutes4. Schedule showroom visit & test drive appointment5. Confirm Appointment via email AND 3rd party phone call
Technology •Internet leads from ALL sources routed into Lead Management Tool that integrates with DMS, reducing keystroke entry of customer information•Wireless devices for ISS’s that integrate with Lead Management Tool
Metrics Lead volume by ISS with response time, appointment & closing ratios
Inbound Internet Lead Management ProcessInbound Internet Lead Management Process
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 LikeGrowing 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 SpecializedGrowing Your Internet Sales Team works best when it occurs “Organically” and is Specialized
Courtesy Chevrolet is a single point Chevy dealer with 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 Happens…Let’s Take a Look at How It Happens…
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.
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
ISSISS11
ISSISS11
ISSISS22
ISSISS22
ISSISS33
ISSISS33
ISSISS44
ISSISS44
ISSISS55
ISSISS55
ISSISS66
ISSISS66
ISSISS77
ISSISS77
ISSISS88
ISSISS88
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
Mike GordonIT Director
Courtesy Chevrolet CRM/eBusiness Teamsas of August, 2005Courtesy Chevrolet CRM/eBusiness Teamsas 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
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
ISSISS11
ISSISS11
ISSISS22
ISSISS22
ISSISS33
ISSISS33
ISSISS44
ISSISS44
ISSISS55
ISSISS55
ISSISS66
ISSISS66
ISSISS77
ISSISS77
ISSISS88
ISSISS88
ISSISS99
ISSISS99
ISSISS1010
ISSISS1010
ISSISS1111
ISSISS1111
ISSISS1212
ISSISS1212
CSR9
CSR9
CSR10
CSR10
CSR11
CSR11
CSR12
CSR12
Mike GordonIT Director
Mike GordonIT Director
Split&
Grow
Split&
Grow
Split&
Grow
Split&
Grow
•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)
NewNewPositionPosition
NewNewPositionPosition
NewNew
Posi
tion
Posi
tion
NewNew
Posi
tion
Posi
tionNewNew
Posi
tion
Posi
tion
NewNew
Posi
tion
Posi
tion
80 sales 70 sales
40 sales
40 sales
Courtesy Chevrolet CRM/eBusiness Teamsas of December, 2005Courtesy Chevrolet CRM/eBusiness Teamsas of December, 2005
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New Vehicle SalesNew Vehicle Sales
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
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
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR99
CSRCSR99
CSRCSR1010
CSRCSR1010
ISSISS11
ISSISS11
ISSISS22
ISSISS22
ISSISS33
ISSISS33
ISSISS44
ISSISS44
ISSISS55
ISSISS55
ISSISS66
ISSISS66
ISSISS77
ISSISS77
ISSISS88
ISSISS88
ISSISS99
ISSISS99
ISSISS1010
ISSISS1010
ISSISS1111
ISSISS1111
ISSISS1212
ISSISS1212
ISSISS1313
ISSISS1313
ISSISS1414
ISSISS1414
ISSISS1515
ISSISS1515
ISSISS1616
ISSISS1616
CSR11
CSR11
CSR12
CSR12
CSR13
CSR13
CSR14
CSR14
CSR15
CSR15
CSR16
CSR16
Designated Sales Consultants Designated Sales Consultants Certified to Handle Certified to Handle
Internet Lead AppointmentsInternet Lead Appointments
Mike GordonIT Director
Mike GordonIT Director
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
NewNewTeamTeam
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 Teamsas of July, 2006Courtesy Chevrolet CRM/eBusiness Teamsas of July, 2006
Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations Opened in September, 2006Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations Opened in September, 2006
Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations Opened in September, 2006Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations Opened in September, 2006
90,000+ OutboundPhone Calls / Month90,000+ OutboundPhone Calls / Month
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Joel MattesonJoel MattesonBDC ManagerBDC ManagerJoel MattesonJoel MattesonBDC ManagerBDC Manager
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy GirodCRM AdministratorsCRM Administrators
Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy GirodCRM AdministratorsCRM Administrators
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR9…9…
CSRCSR9…9…
CSRCSR1212
CSRCSR1212
ISSISS11
ISSISS11
ISSISS22
ISSISS22
ISSISS33
ISSISS33
ISSISS44
ISSISS44
ISSISS55
ISSISS55
ISSISS66
ISSISS66
ISSISS77
ISSISS77
ISSISS88
ISSISS88
ISSISS99
ISSISS99
ISSISS1010
ISSISS1010
ISSISS1313
ISSISS1313
ISSISS1414
ISSISS1414
ISSISS1515
ISSISS1515
ISSISS1616
ISSISS1616
ISSISS1717
ISSISS1717
ISSISS1818
ISSISS1818
ISSISS1919
ISSISS1919
ISSISS2020
ISSISS2020
ISSISS2121
ISSISS2121
CSR13
CSR13
CSR14
CSR14
CSR15
CSR15
CSR16
CSR16
CSR17
CSR17
CSR18
CSR18
CertifiedCertifiedSalesSales
Consultants Consultants AssignedAssignedto Handle to Handle
Internet LeadsInternet Leads
Mike GordonIT Director
Mike GordonIT Director
Ron Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance TeamRon Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance Team
ISSISS2222
ISSISS2222
CSR19
CSR19
CSR20
CSR20
125 sales
125 sales
125 sales
75 sales
50 sales50 sales
Phase 4 Team Expansion:Phase 4 Team Expansion:New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader - 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader - Consolidate 2 BDC’s into 1 and develop new & used BDC Teams Consolidate 2 BDC’s into 1 and develop new & used BDC Teams
Phase 4 Team Expansion:Phase 4 Team Expansion:New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader - 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader - Consolidate 2 BDC’s into 1 and develop new & used BDC Teams Consolidate 2 BDC’s into 1 and develop new & used BDC Teams
Barbara MasonBarbara MasoneFinance ManagereFinance ManagerBarbara MasonBarbara MasoneFinance ManagereFinance Manager
Judith RodriguezJudith RodriguezeFinance AdmineFinance Admin
Judith RodriguezJudith RodriguezeFinance AdmineFinance Admin
Cisco AbalosCisco AbalosBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
Cisco AbalosCisco AbalosBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
CSR21…CSR21…
CSR24
CSR24
ISSISS1212
ISSISS1212
ISSISS1111
ISSISS1111
ISSISS2323
ISSISS2323
ISSISS2424
ISSISS2424
Centraliz
ed BDC
Centraliz
ed BDC
In New Facilities
In New Facilities
Centraliz
ed BDC
Centraliz
ed BDC
In New Facilities
In New Facilities
Courtesy Chevrolet CRM/eBusiness Teamsas of September, 2006Courtesy Chevrolet CRM/eBusiness Teamsas of September, 2006
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle DepartmentNew Vehicle Department
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Toni Hunter & Jackie BombardoCRM Administrators
Toni Hunter & Jackie BombardoCRM Administrators
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR9…9…
CSRCSR9…9…
CSRCSR1212
CSRCSR1212
ISS1
ISS1
ISS2
ISS2
ISS3
ISS3
ISS4
ISS4
ISS5
ISS5
ISS6
ISS6
ISS7
ISS7
ISS8
ISS8
ISS9
ISS9
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ISS10
ISS13
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ISS14
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ISS15
ISS15
ISS16
ISS16
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ISS17
ISS18
ISS18
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ISS19
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ISS20
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ISS21
CSRCSR1313
CSRCSR1313
CSRCSR1414
CSRCSR1414
CSRCSR1515
CSRCSR1515
CSRCSR1616
CSRCSR1616
CSRCSR1717
CSRCSR1717
CSRCSR1818
CSRCSR1818
Certified SalesCertified SalesConsultants Consultants
AssignedAssignedto Handle to Handle
Internet LeadsInternet Leads
Mike GordonIT Director
Mike GordonIT Director
Eric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales TeamEric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales Team
ISS22
ISS22
CSRCSR1919
CSRCSR1919
CSRCSR2020
CSRCSR2020
120 sales
112 sales
120 sales
80 sales
60 sales25 sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
CSRCSR21…21…CSRCSR21…21…
CSRCSR2424
CSRCSR2424
ISS12
ISS12
ISS11
ISS11
ISS23
ISS23
ISS24
ISS24
Courtesy Chevrolet CRM/eBusiness Teamsas of January, 2007Courtesy Chevrolet CRM/eBusiness Teamsas of January, 2007
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Ralph PagliaRalph PagliaCRM/eBusiness DirectorCRM/eBusiness Director
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New & Used Dept.’sNew & Used Dept.’s
George SalmanGeorge SalmanISM #1ISM #1
New ChevroletNew Chevrolet
George SalmanGeorge SalmanISM #1ISM #1
New ChevroletNew Chevrolet
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Toni Hunter & Jackie BombardoCRM Administrators
Toni Hunter & Jackie BombardoCRM Administrators
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR9…9…
CSRCSR9…9…
CSRCSR1212
CSRCSR1212
ISS1
ISS1
ISS2
ISS2
ISS3
ISS3
ISS4
ISS4
ISS5
ISS5
ISS6
ISS6
ISS7
ISS7
ISS8
ISS8 ISSISS
99ISSISS99
ISSISS1010
ISSISS1010
ISSISS1313
ISSISS1313
ISSISS1414
ISSISS1414
ISS15
ISS15
ISS16
ISS16
ISS17
ISS17
ISS18
ISS18
ISS19
ISS19
ISS20
ISS20
ISS21
ISS21
CSRCSR1313
CSRCSR1313
CSRCSR1414
CSRCSR1414
CSRCSR1515
CSRCSR1515
CSRCSR1616
CSRCSR1616
CSRCSR1717
CSRCSR1717
CSRCSR1818
CSRCSR1818
Certified SalesCertified SalesConsultants Consultants
AssignedAssignedto Handle to Handle
Internet LeadsInternet Leads
Mike GordonIT Director
Mike GordonIT Director
Eric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales TeamEric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs
eFinance Sales TeameFinance Sales Team
ISS22
ISS22
CSRCSR1919
CSRCSR1919
CSRCSR2020
CSRCSR2020
120 sales
70 sales
120 sales
80 sales
60 sales25 sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader
USED Vehicle SalesUSED Vehicle Sales
CSRCSR21…21…CSRCSR21…21…
CSRCSR2424
CSRCSR2424
ISSISS1212
ISSISS1212
ISSISS1111
ISSISS1111
ISS23
ISS23
ISS24
ISS24
Mike FunkMike FunkISM #2ISM #2
New ChevroletNew Chevrolet
Mike FunkMike FunkISM #2ISM #2
New ChevroletNew Chevrolet
ISSISS1515
ISSISS1515
ISSISS1616
ISSISS1616
70 sales
Courtesy Chevrolet CRM/eBusiness Teamsas of March, 2007Courtesy Chevrolet CRM/eBusiness Teamsas of March, 2007
Document Roles & Responsibilities for All Internet Sales Positions Document Roles & Responsibilities for All Internet Sales Positions
* July 2006 Interactive Marketing Budget
Document Pay Plan & Bonus Structure that reflects taller Internet sales funnelDocument 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
*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data
Staffing and Organizational Structure DeterminesProcess Execution Capabilities and MonitoringStaffing and Organizational Structure DeterminesProcess Execution 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 and Organizational Structure DeterminesProcess Execution Capabilities and MonitoringStaffing and Organizational Structure DeterminesProcess 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…
Actual OEM Internet Mystery Shop Scoring IndexActual OEM Internet Mystery Shop Scoring Index
Nothing has more impact on results Nothing has more impact on results
than phone contact with the customer!than phone contact with the customer!
Growing Your Internet Staff from 10 to 300 Cars per MonthGrowing Your Internet Staff from 10 to 300 Cars per Month
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