rpaglia
TRANSCRIPT
Department Staff and
Human Resource Mangment
Ralph Paglia
President Automotive Media Partners, LLC
Ralph PagliaRalph has 20+ years of leadership in information technology enabled automotive strategy and tactical implementation. Expert at development requirements, value propositions and performance measurement. Experienced in using market research to improve results from people, process and technology. Organizational development guru. Industry leader in using B2C and B2B Web 2.0 interfaces as a differentiator. Creative problem solver with history of developing new techniques later adopted as industry best practices
Best Practices for Screening, Selecting and Hiring Dealership Employees
How important is it to hire and train the right people while building a sales team that can convert opportunities created by marketing into actual sales results?
Organizational development is more important than ever before…with many dealers losing staff while cutting costs during the depths of the recession, those that are growing their business need effective strategies, tools and tactics for attracting, screening and hiring the best Internet sales professionals with the greatest chance of achieving their own personal success, as well as sales productivity for the dealership. This session will explore organizational development strategies, recruiting, screening, hiring and training tools as well as the materials and processes that the most successful dealers in America have been using for years, and are being used today as a means of increasing success in the hiring process. Ralph Paglia will share the tools and processes he has used to build some of the most successful Internet sales departments in America while teaching attendees what the essential "must haves" are, and how to get them when seeking to grow your sales departments into high performance digital marketing to sales conversion engines.
Introduction and Background:
Ralph Paglia
President
Automotive Media Partners, LLCLed build-out and development of Tier10’s Digital Marketing, Advertising and Social Media Strategies, Tactics and client service capabilities
Automotive Digital Marketing Professional Community creator and Editor-in-Chief
Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing Consulting and Ford Co-Op supported Digital Advertising program for Dealers…
Ran 1st retail automotive Behavioral Targeting Digital Advertising program…
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…
Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to post vehicle inventory listings on defense contractor BBS’s…
www.ADMPC.com
Growing Your Internet Staff from 10 to 300 Cars per Month
Courtesy Chevrolet in Phoenix, AZ became the
USA’s leading Internet retailer of new and certified
used Chevrolet vehicles… Human Resource
Development was the key (secret sauce) to success.
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.
“This is a people business…”
Create a Video that showcases why People want to Work for Your Dealership
• Training
• Compensation
• Benefits
• Supportive Team
• People Matter
• Career Growth
Use Video Role Play Assessment
• Pre-Screen Applicants
• Identify Training Opportunities
• Invest Time with the Most Qualified Candidates
• Use as a Recruiting Tool
• Ideal for Social Media based Recruiting
• Don’t waste valuable ($$$) management interview time on applicants destined to fail!
http://hirethewinners.com/adm
http://hirethewinners.com/adm
http://hirethewinners.com/adm
Hire The Winners Assessment: Accurate Results in 20 MinutesHire The Winners Report and Assessment Example
TARGET TRAINING FOR CURRENT TEAM MEMBERS
Process Execution Capabilities Drive Staffing Requirements
•No dealership has unlimited process execution
capabilities…
Dealer Lead Management Process Map
Growing Your Internet Sales Team Requires that you Define what Your Internet Process Should Look Like…
5. New Chevrolet Internet Sales6. Used Car Internet Sales7. Bell Road Internet Sales8. Commercial Internet Sales
1. New Chevrolet BDC2. Used Car BDC3. Wholesale Parts BDC4. eFinance Sales Team
Courtesy Chevrolet is a single point Chevy dealer with (at one time) 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 Growth
Let’s Take a Look at How It Happened…
90,000+ OutboundPhone Calls / Month
Document Roles & Responsibilities for All Positions
* July 2006 Interactive Marketing Budget
Document Pay Plan & Bonus Structure that reflects taller Internet sales funnel
Lead Volume puts pressure on response 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 Respondents*
who DID NOT
experience the attribute
% of Purchase* among the Leads who
DID Experiencethe attribute
Statistical Correlation Factor of Response attribute
with Vehicle Purchase
#1Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 17% 27% 11
#2 Send Price Quotes by Email to Customer 20% 27% 9
#3Contact Customer more than once by Email and Telephone (within First 24 Hours) 21% 25% 5
#4Make sure Customers are either Completely or Very Satisfied with the Lead Response 21% 24% 3
Organizational Structure Determines Process Capabilities and Monitoring Requirements…
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 Determines Process Execution Capabilities and Monitoring Requirements…
Lead Process Maps should be indexed to
email templates, phone scripts and word tracks
so that dealership employees have a “paint
by numbers” guide to what is expected when a
lead is received. This process map focuses on the first 12 hours after a
new lead is received.
Lead Process Maps should contain brief explanations for the logic and execution
tips for employees to review before actually using the email templates, phone scripts and word tracks.
Actual template illustrations make it easy for dealership employees to recognize the right template or document
when they see it in their CRM tool.
When Lead Process Maps are indexed to correspondingly numbered
email templates, phone scripts and word tracks, the dealership is far more likely to execute the
repetitious tasks that create customer experiences which correlate with higher sales
closing ratios. The best process maps break down email and phone contact processes into
separate flows so that they can be executed by different
resources when scaling up lead volumes and organization
structures.
Lead Process Maps should contain brief explanations for the logic and execution
tips for employees to review before actually using the email templates, phone scripts and word tracks.
Actual template illustrations make it easy for dealership employees to recognize the right template or document
when they see it in their CRM tool.
When Lead Process Maps are indexed to correspondingly numbered
email templates, phone scripts and word tracks, the dealership is far more likely to execute the
repetitious tasks that create customer experiences which correlate with higher sales
closing ratios. The best process maps break down email and phone contact processes into
separate flows so that they can be executed by different
resources when scaling up lead volumes and organization
structures.
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 marketing practices requires that scarce resources be allocated to where they will 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 will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 days
Have a defined process for “closing out” unsold leads
LMP Scoring Index
Objective Review of Dealership Employee Lead responses encourages consistency and creates a numeric accountability – an LMP Report Card for Dealer or GM review…
Nothing has more impact on results than
phone contact with the customer!
Outbound phone calls, ongoing phone follow-up and responding to
emails requires adequate staffing and skill levels
Telephone 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
Top 10 Reasons To Use “Hire The Winners”1. Find out why your lowest producers aren't producing. 2. Learn what the potential is of every sales consultant on your team. 3. Discover opportunities for improvement for each sales consultant and how you can focus
your training for immediate improvement. 4. HTW can show you how to find and recruit excellent talent to grow and improve your sales
team. 5. HTW has tools to help make informed hiring decisions and get best talent available. 6. HTW provides you with tools that allow your sales team to practice on the simulator not the
public (Lost sales from poorly trained sales consultants are killing us). 7. HTW provides you with a hiring process and support to strengthen your management
teams interviewing skills and, if used correctly, will provide you with information you need to bring on the best talent available.
8. HTW provides you with tools that show you what the sales applicant can and can't do when put into the automotive sales situation. You will know in 20-30 minutes the potential of every candidate.
9. Tools that will assist you in creating customers in a challenging market (What you can do to cause more customers to visit your store without raising your advertising budget).
10. (see link below)
Free DMSC Trial: www.hirethewinners.com/adm
AutoMax Recruiting & Training
Recruiting 2.0◦ Place job opening on 100’s of job boards including Monster, Career Builder, Indeed, Simply Hired,
Zip Recruiter, Craigslist, Facebook, Twitter, Myspace, LinkedIn, Google+ and MORE. Nobody used
more resources than AutoMax!
◦ Schedule & conduct ALL interviews & screen applicants using The Car Sales Simulator. (We have a
team of people that interact with and schedule interviews with thousands of potential hires each
week)
The Car Sales Simulator Uses interactive video to present potential salespeople with a set of
decisions that will either lead to the sale or the GSM’s office for a “talking to.”
◦ For those that make it through the interview & screening process either we’ll conduct the training or
you can. (We have multiple packages)
◦ From porters to presidents, we will interview, screen and train internet sales managers, BDC reps,
social media managers, sales people, sales managers, service advisors, general managers and
more!
Low Fee, Turn Key, With A Satisfaction Guarantee!
25% discount for all attendees present!
Video From CraigAutoMaxRecruitingAndTraining.com | 800-878-5090
Actual Graduate Class
Questions and Answers…
Ralph Paglia
Cell: 505-301-6369
www.RalphPaglia.com
Reference Links:http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://www.hirethewinners.com/adm
http://www.Automax.com