I was onsite training a High-line Dealership's Internet Sales Department / BDC and shot this video for them and all of YOU.
I believe that the Internet Sales Coordinators, BDC Reps AKA The Appointment Setters should have a 100% "TO" Policy! Yes, I sometimes travel with the Dealer Synergy Video Production Team and a Green Screen LOL! Enjoy the video!!
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 anthony@dealersynergy.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"
*** 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:
Edmunds.com
Kbb.com
Autobytel.com
Carsdirect.com
Dealix.com
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!!
$3,000
????
SimpleJ
$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).
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.
