How to Design Job Descriptions and Pay Plans

How to Design Job Descriptions and Pay Plans

Ralph Paglia

President

Automotive Media Partners

Moderator

Becky RossMarketing Manager

Office:  (303) 228-8753

bross@kpaonline.com

Presenter

Ralph Paglia

President

Automotive Media Partners

(505) 301-6369

ralph@tier10marketing.com

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How To Use Objective Data to Create Performance Plans and Compensation Models

How To Use Objective Data to Create Performance Plans and Compensation Models

How important is it to build a team around performance objectives that align with a dealer’s business strategy and are reflected in both evaluations and pay plans?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.

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

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

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Document Roles & Responsibilities for All Positions

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

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

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

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Top 4 Ways to Close

More Sales to Leads Received

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

Purchase Respondents*

who DID NOT

experience the attribute

% of Purchase* among the Leads who

DID Experience the attribute

Statistical Correlation Factor of Response attribute

with Vehicle Purchase

#1 Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 17% 27% 11

#2 Send Price Quotes by Email to Customer 20% 27% 9

#3 Contact Customer more than once by Email and Telephone (within First 24 Hours) 21% 25% 5

#4 Make sure Customers are either Completely or Very Satisfied with the Lead Response 21% 24% 3

Organizational Structure Determines Process Capabilities and Monitoring Requirements…

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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 Requirements…

Lead Process Maps should be indexed to

email templates, phone scripts and word tracks so that

dealership employees have a “paint by

numbers” guide to what is expected when

a lead is received. This process map

focuses on the first 12 hours after a new lead

is received.

Lead Process Maps should contain brief

explanations for the logic and execution tips for employees to review

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

Actual template illustrations make it easy for dealership employees

to recognize the right template or document

when they see it in their CRM tool.

When Lead Process Maps are indexed to correspondingly numbered

email templates, phone scripts and word tracks, the

dealership is far more likely to execute the repetitious tasks

that create customer experiences which correlate

with higher sales closing ratios. The best process

maps break down email and phone contact processes into

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

lead volumes and organization structures.

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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 marketing practices requires that scarce resources be allocated to where they will 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 will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 days

Have a defined process for “closing out” unsold leads

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LMP Scoring Index

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

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Nothing has more impact on results than phone contact with the customer!

Outbound phone calls, ongoing phone follow-up and responding to emails requires adequate staffing and skill levels

Telephone 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

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Questions and Answers

Ralph PagliaCell: 505-301-6369RPaglia@gmail.com www.RalphPaglia.com

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