Ring ring sales presentation feb 2013

© Blueprint Enterprise, Inc. 2005 -2007 All rights reserved. 877.925.BLUE 1

How Can I Generate More Profit?

Control the flow of customers coming into your Dealership…

© Blueprint Enterprise, Inc. 2005 -2007 All rights reserved. 877.925.BLUE

Generating Traffic to the Store

Spend More in Advertising

1.Immediate Response2.Targeted

1.Temporary2.Lower ROI3.Larger Target Area – has less “Loyalty” (Repeat buy or service opportunity)

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Become more effective with what you already

have1.Domination of PMA2.Develop Repeat Customers3.Condition Customers for return visits and referrals4.Increased Service Business5.Greater ROI

1.Upfront training time and expense


Areas of Opportunity

1. Increase Closing Percentagea) On First Visit Floor Trafficb) On Internet Leadsc) On Phone Calls

2. Increase number of “Be-Backs”3. Increase number of “Referrals”

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What is the easiest way to reach people?

By Phone!1.People answer calls, texts, and emails all from their phones.2.Developing World Class skills on the phone, will be what determines profit or loss for each store.3.#1 complaint by Customers regarding their service appointment was “Excessive attempts and time spent on the phone when they finally got someone to answer”*

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* Data taken from Toyota Survey of low CSI customers for services performed in 2012


Performance / Accountability

How are you currently measuring telephone performances?

Do you know how many sales calls your receiving on monthly basis?Service callsParts InternetOthers

Who is responsible for listening to those phone calls? (for each department)

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Data Accumulation

20 years and over 17,000 phone calls have been monitored and analyzed to determine the most effective way to gain trust and build rapport, while

achieving the goal of a shown appointment in the showroom.

Here is what we found…

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ReceptionTypical scenarios when calling a dealership…

Poor “first impression” created by

receptionist – multiple rings

Long hold times

Multiple transfers

Voicemail instead of a live person

Staff that is not trained to answer your

questions

Staff that are often rushed, unprepared and

untrained – very reactive!!


The Sales Department

87% of sales consultants did not control

the conversation and used no specific

strategy just “Wing It”.

70% of sales consultants did ask for the

appointment and only 17% where

successful in getting an appointment.

82% quoted discounts, payments or price

on trade when asked.

47% did not ask for a telephone number

24% where successful in gaining a phone

number.


The Service Department 77% attempted to diagnose the vehicle over the

phone rather than set an appointment

67% of did not ask for the appointment.

89% quoted prices higher than independent shops

and did not sell the value of the dealership

94% did not ask for an email address

57% told the caller to “just bring it on in” versus

scheduling a solid and specific appointment.

Long hold times before the call is answered – lower retention

Staff that has not been trained on specific strategy

Not asking for the business (order takers versus sales professionals )


Parts Department

55% answered the phone… “parts hold”

94% did not ask for the sale.

37% of calls kept the caller on hold for

more than 3 minutes.

97% did not sell the value of the part or

the dealership… “genuine factory parts,

specifically designed and engineered

for your vehicle”


What holds you back? Telephone interaction for some

employees can be as much as 75% of

what they do in an 8 hour work day.

Many of these employees receive little

or no initial training and spotty, if any

continuous training.

This leads to...

Lost opportunities in sales, service and parts. $

$$

Inconsistent interaction with clients; leads to

lost business and lack of loyalty. Diminishing

your customer base.

Lower employee morale and lack of happiness.


What holds you back?

No written phone processes in

place. Employees not trained on

these phone processes and

systems.

“Tribal training” is the usual

process for training new hires.

No inspection process in place in

order to measure, monitor, grade

and score employees performance.

No continuous training to

reinforce best practices and build

employee skills.


Successful Usage of the Phone

Some examples of Outstanding vs. Average performance

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How much money is the typical dealership loosing?

Sales Opportunities: The difference between

Outstanding and Average

IB Sales Calls

Name & Number 450 90% 240 40%

Appointments Set 310 62% 170 34%

Show s to Call ratio 165 33% 68 14%

Show s to Appt Set ratio 165 55% 68 40%

Sold to Appt Set ratio 74 45% 31 45%

Sold to Total Calls ratio

500

14.8%

500

6.2%

3434 additional sales for every 500 inbound sales opportunities!


Longo Toyota

Case Study -Inbound Sales Calls – CallRater™

IB Sales Calls

Name & Number 470 94% 270 54%

Appt Set 315 63% 195 39%


Show s to Appt Set ratio 184 58.4% 85 44%

Sold % Per Appt Set 86.5 47% 40 47%

Sold % Per Total Calls

500

17.3%

500

8.0%

Before and After statistics – Inbound Sales Calls

4747 Additional sales per 500 phone calls!!!!!

Based on 500 Phone Ups: After CallRater Before CallRater


Norm

Reeves Honda - Case Study

IB Sales Calls

Name & Number 445 89% 230 46%

Appt Set 295 59% 155 31%


Show s to Appt Set ratio 165 55.9% 85 44%

Sold % Per Appt Set 62.7 38% 30 35%

Sold % Per Total Calls

500

12.5%

500

6.0%

Before and After statistics – Inbound Sales Calls

3232 Additional sales per 500 phone calls!!!!!

Based on 500 Phone Ups: After CallRater Before CallRater


Who’s Calling you? Inbound Phone Traffic

► Schedule a reservation

► Inquire about a specific service or

repair (mailer, coupon or e-mail)

► Shop you on price

► Check on the status of the vehicle

► Get advice about their vehicle

► Speak with their Service Advisor –

general questions

Today’s service departments receive

as many as 200 – 500 200 – 500 calls per day to:


Missed opportunities in the Service Department

► Appointments = 25% -35%

► Status checks = 20% - 35%

► Calls on services / general questions= 15% - 25%

► New opportunities = 7% - 15%

The average Service Department receives as many as 300 phone calls per day.

What percentage of those calls are “new opportunities”?


Lost opportunities in Service

Average # of inbound service calls = 150 / day

(New opportunities = 7% - 15%)

150 x 7% = 10.5 / day

Average RO for ________ store is = $150.00

Converting at just 50%= 5 new / day

New revenue per day ($150 x 5)= $ 750 / day

Monthly revenue (25 x $750)= $18,750.00

First visit revenue from new customers= $225,000.00

Annual revenue from new (2 visits) =

$450,000.00

What not converting “new opportunities” is costing you!


How to improve client interaction via the telephone.

Establish ways of measuring employee performance. establish all of the areas that can be measured - Inbound sales calls - inbound service calls, inbound parts calls, receptionist,

cashiers, F & I What are the key metric for each one of these positions?

Number of appointments createdGraded phone calls for each departmentspot check the lead follow up in the CRM

Tracking these departments - spot checking and scoring their inbound phone calls.

Conduct training weekly for all employees that handle the telephone on a consistent daily basis

Play graded phone calls to employees. Provide coaching on areas of improvement Offer incentive for those top performance employees Track progress by using the CallRater system.


The basic concept of CallRater

Call Monitoring, Reporting and Employee Training

CallRater, is a service that monitors inbound customer phone calls and grades your staff’s performance based on criteria that you define.

We also send alerts whenever a call is mishandled and

provides daily and monthly reports to dealers.

Hot Alerts that can be sent by text and / or email to managers to alert them that an opportunity may be missed or a customer lost forever based on a phone call that was reviewed.

Dealers receive a “Hot Alert” that are sent to the

management team via Text and Email whenever there is a time sensitive customer issue. .


Easy to view dashboard


What level of support do you need?

Platinum1.Call Rater2.Management Training3.Sales Dept / BDC training4.Service Dept /BDC training5.Monthly Ongoing Follow Up training/coaching

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Gold1.Call Rater

2.Management Training

Or2.Sales Dept / BDC training

Or2.Service Dept /BDC training

Silver1.Call Rater2.Manager access to monitor, coach, and record activity3.Monthly On Going Follow Up and Review

Ring ring sales presentation feb 2013

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