Process for Recruiting, Selection & Training of Sales .Process for Recruiting, Selection & Training

Process for Recruiting, Selection & Training of Sales People
Effective ways to staff-up for an expanding new car market!
WithSteve Nickelsen of Nickelsen Partners
Moderated byMike Bowers, Executive Editor, DealersEdge
Thursday, May 19, 20111 2:30pm ET
Steve Nickelsen, Nickelsen PartnersSteve Nickelsen, CEO of Nickelsen Partners LLC, has focused on improving dealership net profit for the past 25 years. In his personal consulting to dealers and as leader of other consultants, he has worked with more than 8,000 dealers, general managers, and sales managers to improve their businesses, and he has trained more than 20,000 automotive salespeople. His clients include some of the most profitable automotive organizations in North America, as well as some with among the highest customer satisfaction and retention.
He is a frequent speaker for companies and conventions related to the automotive industry, and he has been the highest-rated speaker at NADA. In addition to working directly with car dealers, he has worked with OEMs and importers to help them improve the sales, profitability, effectiveness, and satisfaction of their dealer bodies.
Examples of his work include: For a group of domestic-brand dealerships, helping them rise from average to outstanding sales performance (including making their largest store the #12 Chevrolet store in the U.S. in sales) by coaching the dealer and his management team.
For a dealer with both import and domestic stores, enabling the dealer to achieve greater profitability -- and happiness -- by helping him define and implement consistent, effective processes for major dealership activities, particularly the vehicle selling process, thereby creating an earned confidence that the operations were stable and under control.
For a Canadian importer, helping them achieve month-over-month sales growth in an otherwise declining market, by creating and conducting a series of targeted performance workshops. For a distributor of Toyota vehicles, helping them grow their market share by more than 15% over two years, through work with the distributor and directly with their dealers.

www.nickelsenpartners.com
A DealersEdge WebCast with Steve NickelsenCEO, Nickelsen Partners, LLCProduced by Steve ProbstPresident, Nickelsen Partners, LLCMay 19, 2011
New Processes for Recruiting, Selecting, and Training
Salespeople and Other Positions
Your Presenter Today: Steve NickelsenCEO of Nickelsen Partners, LLC Nickelsen Partners, LLC is in the business of
increasing dealership profits. We do that through: Identifying, creating, and sharing best-practice ideas Working closely with our clients to implement those
ideas through consistent processes, people development, appropriate technology, andsupportive incentives
Providing focused tools to support execution and enable the management of those processes
In that course of that work, we have worked with more than 8,000 dealers, general managers, and sales managers and have trained more than 20,000 salespeople.
Page 4

In Just the Past Year, Car Dealer Clients of Nickelsen Partners Have:
Increased year-over-year new-car sales by at least 75% at each of several stores within six months of retaining us
Doubled used-car sales in just a few months
Increased service revenues enough to pay for our consulting engagement in just five days
Established cutting-edge centralized used-vehicle management processes that supported dramatic increases in used-car sales and inventory turns
Turned a loss of over $80,000 per month into a profit in four months
Page 5
Todays Agenda Why have a R, S & T process? How many do I need to hire? How do I attract them? Where do I find them? How do I improve my odds of
hiring the right people? How do I get them up to speed
FAST? How do I keep them employed?
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Agenda Why have a R, S & T process? How many do I need to hire? How do I attract them? Where do I find them? How do I improve my odds of hiring the right people? How do I get them up to speed FAST? How do I keep them employed?
Page 7
Why have a R, S & T process? Improve selection
success Fewer wrong hires Fewer missed hires
Most interviewers have a sales orientation Selling the job will
increase long term mistakes
Page 8

Page 9
How Many Do I Need to Hire?
Page 10
What I Need to Have
What I Already Have
What I Need to Hire- =

Page 11
What I Need to Have
What I Already Have
Sales goals Customer count
during peak times Expected sales per
salesperson Salesperson roles:
Internet leads? Phone leads? Prospecting? Other?
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What I Need to Have
What I Already Have
Current sales staff Excluding C
players Expected retention
of existing staff Current sales per
salesperson and whether that will be sustained

Page 13
What I Need to Have
What I Already Have
Current sales staff Excluding C
players Expected retention
of existing staff Current sales per
salesperson and whether that will be sustained
Number of successful hires
Number of recruits to yield that number of successful hires
A Formula for How Many Do I Need to Hire? Take your goal for two months out
If it is 100 new and used, divide that number by 10 (some use 12) Take into account your current staffs sales rate. If you have two salespeople selling 20 plus, you might need fewer people. Ask yourself, how many of the 20 are repeat for those veteran salespeople?
That means that you should have a staff of 8 to 10 salespeople. 100 units divided by 10-12 sales per person And you will need to hire more than that if you expect that some new hires wont work out
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How Do I Attract Them? Ask yourself, What kind of people do I want to hire? Then ask yourself, What do those people seek in a job?
Income Security Image Hours Benefits
Hourly at $15 might attract morecandidates that the chance to make$60,000 or more. Call the opportunity something other thancar sales
Retail associate Customer relationship manager Product specialist
Page 16

How Do I Attract Them?
Videotape current salespeople and put them on YouTube
This salesperson was referred by her cousin, the service manager. She sold 15 her
second month!
Page 17
Does Your Website Help Attract Them? Why not invite
potential applicants?
Make sure nothing on your website would drive away your best target hires.
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Page 19
Where Do I Find Them? Current employees Networking Your dealership Places where they currently work
Malls, outside sales, etc. Internet
CraigsList, College recruitment sites, employment sites
Job Fairs Places you go
Have a card created were looking for people that give great service like YOU!
Recruiting is never-ending.Page 20

Current Employees Tell them whats in it for
them Dealership market share
growth The pie will get bigger
Offer an initial fee and another for retention after 90 days
Page 21
Your Dealership Put up posters like Bill Stasek
did in Chicago Showroom Waiting areas F&I office Service lane Loaner cars Shuttle van
E-mail to your current customers
Page 22

Your Dealership Or like Mike Patton Auto in
LaGrange, Georgia Showroom Waiting areas F&I office Service lane Shuttle van
Page 23
Sample Ad for CraigsList or Other Media
Page 24

HERE IS A SAMPLE POWERPOINTFOR A DEALERSHIP JOB FAIR
Page 25
www.nickelsenp

Process for Recruiting, Selection & Training of Sales .Process for Recruiting, Selection & Training

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