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


Output

Deliveries

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Allocation

650 400 250 Sales team

Fresh Internet leads Residual Flow Factor Total opportunities

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Conflict

Lack of respect . No support . Lopsided resources . No training

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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


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

https://docs.google.com/spreadsheets/d/1VuaYDyPU5oTHjre35O55uidN_hCvu-vt5NpkbxOAuDM/edit#gid=17

Scorecard 19

Scorecard Close Up

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Scorecard Close Up

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Live Scorecard

https://docs.google.com/spreadsheets/d/1w6ylTc8JTMRk_X1c3HT-8hG9M1wXHsQy_tG6PAi9-ak/edit#gid=37

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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

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