Internet Deptartment and Management: Getting on the Same Page - Automotive Sales - Car Sales
One of the things I tend to see most when training with Internet Coordinators or BDC Reps all across the country, is that not many of them take the time to identify who they are and what they do at the dealership. Before I continue, lets go over a few statistics that might help to shed a little light on the importance of implementing this strategy.
- 92-99% of People Go Online before stepping foot into your dealership.
- People are shopping on Average 5-8 other dealerships besides yours.
- This means there are 5-8 other dealerships trying to contact that very same person you are.
- Sales People, especially in the Automotive world tend to have a "Negative Stereotype".
Why Identify yourself on a call you ask? If I was to call you and say, Hello! May I speak to "Mr. Johnson" ? This is Anthony calling on behalf of Autobytel and ABC Motors....Did I catch you at a good time? What would you assume my job to be within the dealership if I didn't verbalize it to you during the phone call? Most likely a Sales Person, Wouldn't you agree? When a prospect believes that he/she is on the phone with a typical "Sales Person", their Defensive Mechanisms are triggered that much easier, which will result in a very low success rate as it relates to setting appointments. This is where letting the prospect know what you do is vital to increasing the odds in setting an appointment and at the same time, builds value into why it is so great they are talking to you...the "Internet Coordinator". I would say something like the following to get the prospect to Like, Trust and Believe in me.....
Mr./Mr.s Customer, I'm actually not a Sales Person. I'm what you call an Internet Coordinator, you can think of me as like your personal "Car Concierge" or sort of like your "Liaison" to the Sale. You must have went online to get your research done and thats actually what I specialize in and do for customers just like yourself on a daily basis. I will provide you with all the relevant information about the vehicle or vehicles of your interest, send you some emails with videos of the entire vehicle inside & Out and any other information you may need to help you make the best informed decision. This way,when you feel comfortable, I would like to Set you an Exclusive V.I.P. appointment with my Internet Manager as opposed to a Sales Person. This will save you a tremendous amount of time inside the dealership, your vehicle of interest will be ready and waiting for you to test drive and their will be someone waiting for you to show up, saving you at least 45 minutes in the dealership.
Always Remember...there are at least 5-8 other dealerships that this prospect has looked at besides yours, that means there are 5-8 other people calling that same prospect. It makes perfect sense to tell this person exactly who you are, what you do and most importantly, what makes you so much better than the 5-8 other people calling! "Price is only relevant with the absence of value"......Start by building VALUE in yourself....the INTERNET COORDINATOR!
If you have any questions or concerns, please email me at email@example.com or conatct me directly via my cell phone at 732-456-0753.
"If you want the things most people do not have, you must be willing to do the things most people are not willing to do to get them"
How Many Leads Can An Automotive Internet Sales Coordinator, BDC Rep Or Car Salesman Handle?
Gaining the Competitive Edge As A Member Of A 20 Group
Before I go into the “why”, let’s discuss the “what”. Specifically, what is a 20 group? A “20 Group” is a group of dealers in noncompeting markets that get together in exotic locations nationally and internationally, on a quarterly basis, to “synergize”. Although once required that a group consist of approximately 20 dealers (hence the name “20 Group”), this does not always hold true today. Some “20 groups” consist of 30 dealers while others may only consist of 15. Ultimately, the number of dealers in the group is not as relevant as the criteria by which the group itself is structured.
Today 20 Groups are structured a little differently, but it’s important to understand their origin in order to appreciate their evolution. Originally, the 20 group audience was composed of Dealer Principals, General Managers and/or senior executives of the dealership. It also originally focused on franchise dealerships. For example, in a “Toyota” 20 Group, you would find 20 different Toyota dealerships from 20 different markets, usually from all over the country. But even though the franchise was exactly the same, diversity still existed within the “Toyota” 20 group itself. For example, you could have dealerships that were small, large, part of a dealer group, part of a corporation, in a rural area, in the city, single point or part of a multi franchise point; all with different strengths, weaknesses, passions and fears. These dealers were intentionally diverse. This was imperative to the success of the 20 group to ensure impartial feedback.
Some of the most common areas of comparison, coverage and discussion in a traditional 20 group were:
- Financial Composite
- Break Down of Different Departments
- New Car Sales
- Used Car Sales
- Advertising / Marketing
- Vendors / Suppliers
- CSI / Customer Service
- Human Resources
- OEM Situations
- Accounting / Floor Plan
- And More…
How was the data collected? Each dealer within the 20 Group would be responsible for filling out their “input sheets”, which would become part of the overall 20 group composite. The input sheets worked as the core for analyzing all of the details, metrics and financials mentioned above. The sheer act of an individual dealership filling out an input sheet and tracking the proper metrics was worth the price of membership. Always remember, what isn’t being tracked, can’t be measured and what can’t be measured, cannot be improved upon. Surprisingly, a lot of dealerships today still simply “wing it”. The 20 group input sheets forces the dealers to hold themselves accountable because they have no choice but to fill them out. Lack of doing so could lead to the dealer being fined or worse yet, kicked out of the 20 group completely. After all, in order for the composite to hold its validity, the numbers must be true. Garbage in equates to garbage out. Now with those completed input sheets, the 20 group, led by the 20 Group “Moderator”, was able to take the dealers individual metrics and consolidate all 20 dealerships’ input sheets into the group’s composite. Upon consolidation of the metrics, the moderator and each dealer within the 20 group, is able to see the entire 20 Group in one view and see which dealers are excelling and which individual category they are excelling in. On the opposite spectrum, the group could see which dealers are struggling, where and why. From this data, the group could create “standards” or “benchmarks”. The group could see who is above, below or on track for 20 Group standards. But, this is only the beginning. Now that all of this “field intelligence” has been exposed, the real “SYNERGY” begins! Within each individual 20 Group session, dealers spend time discussing what is successful, what vendors are good and what strategies are successful. Also, what vendors are bad and what to do when bad things happen. In essence, the composite acts as a conversational starter. The true value is being part of a specific group of like minded people, at your level (or better) and the group works together for one sole goal…to evolve the entire group synergistically.
The core principals described above still remain constant and relevant for today’s 20 groups. People need cars today like they needed cars back then. That hasn’t changed. But what has changed, is the medium by which people are buying cars. With 97% of consumers going online prior to stepping foot into a dealership, the Internet Sales Department was created. As mentioned, 20 Groups originally were for franchised dealers and broken down by franchise. Soon after, Independent Dealership 20 Groups started popping up, followed by:
- Used Car 20 Groups
- Special Finance 20 Groups
- GM 20 Groups
- CFO 20 Groups
- Internet Sales 20 Groups
20 Groups are essential for success in today’s market. Shakespeare said “Show me your friends and I will tell you who you are”. If you are a Dealer Principal, GM, Internet Sales or BDC Director or any other senior executive within a dealership or dealer group, I suggest that you find a 20 Group that fits your dealership’s focus and needs.
Remember to find the RIGHT 20 Group for your unique needs and situation. You do not want to join a CFO 20 Group if you are looking for BDC information and clarity. Just like you wouldn’t hire a Service Writer Trainer to train your Internet Sales Department, you do not want to join a “traditional” 20 Group if you need information, strategy and clarity for Internet Sales. I also suggest that you are careful with 20 Groups that claim to do “everything”. Dr Stephen Covey, author of The 7 Habits of Highly Effective People, says “Put First Things First”. Meaning, you want to identify which area of the dealership you want to perfect first and concentrate solely on that department. Once you solidify the success of that specific department, you can move on to the next focus. For example, if you want to compare and synergize with other Porsche Dealerships, then join a Porsche 20 Group. But if you are looking for clarity on your Internet Sales Department, BDC or Digital Marketing initiative, then find a 20 group that specializes in that area.
AutoSuccess Cover Story, Chris Carlson Will be A Speaker At Internet Sales 20 Group
Automotive Internet Sales Coordinator (BDC Rep) Sells 49 Units ONLINE & Tells Us How!
Automotive Internet Sales Coordinator / BDC Rep
/ Appointment Setter PAY PLAN!
*** This is a SALES POSITION!!! NOT Customer Service!!
They are SELLING THE APPOINTMENT!
- “Road to the Appointment” process… (Outbound / inbound phone call process)
- How Qualify a prospect
- Identify a prospect’s wants, wishes, needs and expectations!
- They will have 25-35 (Minimum) word tracks in their arsenal… “Objections & Rebuttals as well as “What Ifs…”
- A complete time management and organization strategy
- A complete FORECASTING strategy… “3 Minute Book”.
- They will NEED to have a thorough understanding of 3rd party providers, information sites like:
- They need to have THOROUGH knowledge of their products… they do not NEED to memorize everything, but they need to know where to access the information.
- Knowledge of the dealership’s website(s)
- EXTREME KNOWLEDGE of the Dealership’s CRM… this is one of the MOST important aspects to their job!!
$400 week salary X 4 weeks = $1,600 per month
What do I STILL need to earn in commissions to meet my $3,000 GOAL?
$1,400… The questions is HOW am I going to earn it???
Before you can really answer this… you need to know what your commission plan is…???
$1 for an appointment
$15 for an appointment that shows
$25 for a sold appointment
For a TOTAL possible commission earnings of $41…
100 – 50 – 25
$100 - $750 - $625 = $1,475
$1,475 + $1,600 = $3,075…
100 appointments = $3,000 per month
100 / 4 weeks = 25 appointments per week…
/ 5 working days = 5 appointments per day…
They NEED to make or take 120 calls per day…
Why…? B/C you will ONLY connect with about 11-14% on the phones.
So, 120 calls per day will result in 11-14% connections which = 4-6 appointments per day (5).
DID YOU AUTHORIZE YOUR INVENTORY TO BE POSTED ON ANTI-DEALER OR HOSTILE WEBSITES?
5:00 AM and the Alpha Dawg is on the Point. Actually been awake since 4:00 AM. Did you ever have so much on your mind you couldn't sleep because you were thinking so hard? Well, a lot of side issues that came out of this Cars.com battle that are bothering me and I intend to pursue them.
First of all many people reported on the blogs and on Facebook and in Private Chats and Messages. That your inventory was showing up on TrueCar and CarGurus.
Well, that is troubling. One participant in the blogs emailed a statement that ALL of our vendors, or at least most them, are brokering off our inventory to other websites you didn't subscribe to. OR, perhaps buying and selling your inventory to brokers and listing services where other websites pick up your cars and put them on their own sites. The example they used in the email to me was a listing site the sender claimed to me was brokering your inventory back and forth between these lead generator vendors buying and selling inventory to each other... your inventory, for $6.00 to $12.00 each. I have not investigated fully but I believe there's got to be some truth to that in essence.
I HAVE NO PROBLEM RIGHT NOW WITH TRUECAR
I think their model revisions are as in line with dealers' best interests as any of the others.
BUT, I have a severe problem with CarGurus. I believe they are anti-dealer and NOT good for us or the consumer... my opinion based on what I have seen.
CarGurus is an alleged lead generation service that Tells The Consumer whether or Not Your Unit Pricing is a Good Deal or a Bad Deal (in their opinion?) During the course of all of this, one of my dealers discovered his Chevrolet Tahoes listed on CarGurus and labeled as a Bad Deal. The rub is He never gave any inventory listing to CarGurus. According to him, the only vendor he was aware of with his inventory was Cars.com. Have you checked, CarGurus to see if your cars are listed there when you don't do business with them????
I am not sure if Cars.com, AutoByTel, AutoTrader, or any of your vendors have the right contractually to do this. I am also researching that. They may be acting strictly within the rights you have signed away somewhere in the deep paragraphs buried in the text of your agreement with them. We will find out.
Here is the language in the Cars.com agreement you probably signed that authorizes them to do this to your dealership.
4. Content. Customer grants Cars.com a perpetual, irrevocable, royalty-free, transferable, license to access, edit, store, enhance, modify, adapt, translate, copy, reproduce, distribute, transmit, broadcast, publish, perform and display publicly, prepare derivative works of, and otherwise use Content, and to sublicense such rights through multiple tiers. Cars.com reserves the right to modify the Sites and Products, and to edit or reject any Content or portion thereof from use on the Sites or Products in its sole discretion and without notice."
You need to get with your dealer and have this re-negotiated out of the agreement.
What is a Lost Opportunity Coordinator or LOC?
A "lost opportunity coordinator" or LOC is simply a coordinator that does NOT handle fresh leads. They ONLY handle leads that have been "deaded" by the other coordinators and leads that are from day 31-90.
If you think of a conventional coordinator ONLY handling fresh leads, and their follow up protocol is email / phone call for EVERY day for the first 31 days. This limits the amount of leads they can handle due to the reality of the methodical follow up. A lost opportunity coordinator can handle 3-5 times the amount of leads. Specifically approximately 350 - 500 leads. This is possible because they do NOT have to follow up EVERY single day as does the conventional coordinator. After the first 31 days with an email and a phone call... the next 60 days of follow up can be every 3 days or even longer. depends how many leads are there versus how many LOCs.
The Lost Opportunity Coordinators work well with the conventional coordinators.
Usually a dealership has 4-5 conventional coordinators to 1 Lost opportunity coordinator.
So a LOC handles leads in the cycle of day 31-90 BUT... LOCs also handle ALL dead leads!
We know that on the showroom floor that we believe in 100% turnover "TO". Then that reality should remain for Internet leads. The problem is usually that dealerships get so many leads and there is so much going on in an Internet department or BDC that there usually is NOT a "TO" protocol for leads. Usually the coordinator or BDC rep decides on the spot if this lead is "dead", "bogus", "changed mind" etc... and usually it NEVER gets s second look from a manager or director. If you have an LOC at your dealership it truly helps fill the holes.
Lets say for an example that your Internet department has 4 or 5 coordinators... every single time a lead is "deaded" for ANY reason. That "dead" lead now becomes a "fresh" lead for the LOC. The LOC's main job in this scenario is to identify if this lead is actually "dead", if so WHY and can they "reactive" this lead to an opportunity.
Please let me know if you have any additional questions. It would be my pleasure to further assist you.
Why Are Dealership's Internet Sales Departments or BDCs Broken or NOT Profitable?
Tom Stuker, The Star Of The Hit Reality Show "Car Lot Rescue" Will Be A Speaker At The Internet Sales 20 Group
|How To Sell A Car|
Tom wasn't able to make the last Internet Sales 20 Group in Chicago but he called in and conducted a phone training session on the way to Cambodia (I am dead serious)
We are super excited to have Tom Stuker at the upcoming Internet Sales 20 Group. And Tom will be at the VIP Networking event at Eddie Deen's Ranch!
YOU DO NOT WANT TO MIS THIS EVENT!!!
This is a VINTAGE Sean V. Bradley / Dealer Synergy video. It might be an "oldie" but it still is a GOODIE!
Sean talks about What To Do If Someone Asks "Is That Vehicle Available" or "Do You Have..."
If you want to find out more about Sean V. Bradley or Dealer Synergy training, please go to:
This is HUGE NEWS!~
Autobytel is a Platinum Sponsor of the Internet Sales 20 Group and they are HUGE supporters of this event...
On top of ALL of the VALUE you get for signing up for this event...
* Being a part of the composite
* All of the field intelligence
* Tremendous amount of speakers, experts, Dealer Principals, GMs etc...
* Individual action plans, custom "exit" strategies...
* Powerful network on www.automotiveinternetsales.com
* And MUCH MORE
*** Autobytel has SWEETENED the pot! They believe that Dealers that attend this workshop will hands down be BETTER and SELL MORE CARS, MORE OFTEN AND MORE PROFITABLY!!
So, ANY Current Autobytel dealer that signs up and attends the Internet Sales 20 Group will receive 1 month FREE of leads... up to $2,500!
Let me repeat that... FREE $2,500 in leads! That means at a 10% closing ratio.... you can make up to $20,000... FOR FREE!!!
And if you are NOT and Autobytel Dealer... that is ok, if you sign up and attend the Internet sales 20 group, you can also sign up for Autobytel and get ONE MONTH FREE Leads... up to $2,500!!
People, in my 14+ years in the Automotive industry... I have NEVER and I mean ever seen or heard of a vendor getting behind a workshop at this level.
Please remember, that Autobytel is a publicly traded company!
I promise you that they are doing it for one reason only... They believe that dealers that attend the Internet Sales 20 Group will be extremely successful, they will sell more cars!
Thank you Autobytel so much for this beyond generous incentive for our dealers to take part in this historic and powerful 3 - day training event!
Secrets To Being Successful In Automotive Internet Sales / Business Development - "Relationship Selling"
Sean V. Bradley Interviews The BDC Director of Neil Huffman Imports & Honda At Dealer Synergy HQ
VIP%20Appointment%20Agenda.pdf ==> Scanned Copy of Waynesville Automotive VIP Appointment Agenda
This video shows how to structure your BDC to Sales handoff to effectively turn the internet customer over to the sales floor without losing rapport for the purpose of a true VIP experience.
** This video was inspired by information we learned at the Internet Sales 20 Group in Chicago