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

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Transcript of 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

    www.nickelsenpartners.com

    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.

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    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

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    www.nickelsenpartners.com

    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?

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    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

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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 9

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    How Many Do I Need to Hire?

    Page 10

    What I Need to Have

    What I Already Have

    What I Need to Hire- =

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    How Many Do I Need to Hire?

    Page 11

    What I Need to Have

    What I Already Have

    What I Need to Hire- =

    Sales goals Customer count

    during peak times Expected sales per

    salesperson Salesperson roles:

    Internet leads? Phone leads? Prospecting? Other?

    www.nickelsenpartners.com

    How Many Do I Need to Hire?

    Page 12

    What I Need to Have

    What I Already Have

    What I Need to Hire- =

    Sales goals Customer count

    during peak times Expected sales per

    salesperson Salesperson roles:

    Internet leads? Phone leads? Prospecting? Other?

    Current sales staff Excluding C

    players Expected retention

    of existing staff Current sales per

    salesperson and whether that will be sustained

  • www.nickelsenpartners.com

    How Many Do I Need to Hire?

    Page 13

    What I Need to Have

    What I Already Have

    What I Need to Hire- =

    Sales goals Customer count

    during peak times Expected sales per

    salesperson Salesperson roles:

    Internet leads? Phone leads? Prospecting? Other?

    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

    www.nickelsenpartners.com

    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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    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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    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

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    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!

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    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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    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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    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

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    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

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    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

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    Your Dealership Or like Mike Patton Auto in

    LaGrange, Georgia Showroom Waiting areas F&I office Service lane Shuttle van

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    Sample Ad for CraigsList or Other Media

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    HERE IS A SAMPLE POWERPOINTFOR A DEALERSHIP JOB FAIR

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