I am not in the Internet Dept any longer as I have decided to get back on the floor after some bad choices, and bad habits accumulated to a "head" in my own career. I am basically starting over on the floor, because I have seen that here where I live, I MUST depend only on myself when it comes to making money.
Anyway, I still observe the Internet Dept and like to talk shop about it always, so I thought I'd throw something out and get your feedback.
My store has 3 Internet folks who get all leads (and Sales Calls - which I disagree with - maybe I am biased) and set up appointments. They are not super stars by no means but they work hard at it as best they can with what they got to work with (I haven't seen ANYONE who still trains themselves at this store).
The process is that they get the customer in and which ever salesman/woman greets the client gets the deal. The Internet guy then comes out and introduces the client and sales person and they go on with the deal.
Well my thoughts about this came after watching a client come in and get introduced to a salesman. I could see it on the clients face that he didn't exactly want to do it this way. His face said, "Man, I thought we were gonna get to work together, now you set me up with a shark?"
I understand the reasoning behind my stores process. It's simple, the internet folks need to concentrate on setting appointments. And let the sales floor close deals. Great! Noted!
Now if it MUST be this way, I think that it would be best for the internet guys to team up with the sales floor so they work with the same sales person every time. To me this would create synergy, as well as competition and this can be explained to the customer up front show they don't get that "shocked" look when they arrive at their appointment.
The way I am describing it, to me, would create not only synergy between the internet person and the sales person, but would also keep some semblance of synergy for the client, when they arrive as well as momentum. And we all know that as Grant Cardone says, "gross comes with momentum"!
I'm not writing to "fix" our internet dept. I just wanted to say what I thought about a specific situation I see here where I work. What do you think?
Image credit: EiE
Comments
brave of you to voice your opinions..
Thanks for the comment Joshua. Interesting stuff.
I currently run a BDC/Internet Department of 7 Sales guys and 3 BDR's. My Interent Sales guys are cradle to grave and we average 100 - 120 cars a month doing it this way. I feel we are missing MANY opportunities due to not "Horrible" follow-up BUT lets call it a good solid 75% follow up.
The more I read and learn the more it seems like it would be better to go to just APPOINTMENT setters who really ring out every opportunity BUT the one thing I can not get past is the experience the customer gets when talking to one person from start to finish.
I would probably like to think 90% of the time we are actually starting and finishing the deal but its simply not the case anymore. The split deals and hand offs are very high.
As for my take on your situation something as simple as setting Appointment Expectations could solve having a customer come in hand feel like he has been handed over.
Before any of our customers visit the store they have a real good idea of what to expect.
1- A salesman waiting on them. whether it be the one who set the appointment or who he has asked to help since he is tied up. We have a rule. If you are tied up it MUST BE SET with the salesman of your choice before the customer arrives or you lose your own deal. This means planning your day professionally.
2- we have the vehicle of choice pulled up and ready to view. We also have vehicle information already printed on that car.
For your case the Appointment setters should let the customer know they will be coming out to meet them and get them set up with a sales member who is aware of their current situation. It may not even hurt to have sales pre-assigned to these appointments so 1- the car can be pulled up and ready 2- the sales member could send a text message, call or email introducing themselves ahead of time.
One thing I have learned over the last few years that really makes a difference is simply setting expectations. Take away the surprise factor and be as transparent as possible.