Automotive Internet Sales Department - growing-internetstaffv2

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.


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%


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 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


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



George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager




Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager

Used Vehicle SalesUsed Vehicle Sales


Used Vehicle SalesUsed Vehicle Sales Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


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



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


















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


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



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



Joel MattesonJoel MattesonBDC ManagerBDC ManagerJoel MattesonJoel MattesonBDC ManagerBDC Manager


New Vehicle DepartmentNew Vehicle Department



Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales








Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager




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



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


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




New & Used Dept.’sNew & Used Dept.’s













Toni Hunter & Jackie BombardoCRM Administrators






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

ISS10

ISS10

ISS13

ISS13

ISS14

ISS14

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




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




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







George SalmanGeorge SalmanISM #1ISM #1

New ChevroletNew Chevrolet

George SalmanGeorge SalmanISM #1ISM #1














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




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





CSRCSR21…21…CSRCSR21…21…

CSRCSR2424

CSRCSR2424

ISSISS1212

ISSISS1212

ISSISS1111

ISSISS1111

ISS23

ISS23

ISS24

ISS24

Mike FunkMike FunkISM #2ISM #2


Mike FunkMike FunkISM #2ISM #2


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!


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

Automotive Internet Sales Department - growing-internetstaffv2

Business

Transcript of Automotive Internet Sales Department - growing-internetstaffv2