Blueprinting a High-Functioning (and Profitable) Internet Dealership... NOT a Department (Part TWO - Setting Up a Smooth-Running & Intertwined Dealership (exploring all the moving parts…H/R, CRM, Standard Operating Procedures, etc.)
This document discusses setting up a smoothly running and intertwined dealership. It recommends performing a S.W.O.T. assessment of the dealership's products, people, processes, and promotions. It also recommends developing a plan with vision, opportunities, trained people, standardized processes, accountability, and adaptability. The plan should include recruiting the right people, setting up CRM, standardized communications, training, and integrating showroom and online sales.
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Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Blueprinting a High-Functioning (and Profitable) Internet Dealership... NOT a Department (Part TWO - Setting Up a Smooth-Running & Intertwined Dealership (exploring all the moving parts…H/R, CRM, Standard Operating Procedures, etc.)
1. Sean V. Bradley, CSP
“Blueprinting a High-Functioning (and Profitable) Internet Dealership…” NOT a Department -- The Science
Behind Building/Refining Your Sales Ecosystem, and the Step-by-Step Plan to Engineer Excellence
President & Founder I Dealer Synergy I seanb@dealersynergy.com
Part 2: Setting Up a Smooth-Running & Intertwined Dealership
(Exploring All the Moving Parts...H/R, CRM, Standard Operating Procedures, etc.)
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About Me
● Over 19 Years in the Automotive Industry
● President & Founder of Dealer Synergy
● Averaged 30+ Units per month
● Delivered 110 Units per month Online in
2002
● 31,000 Automotive Sales Professionals,
Managers, and Owners trained
● 1,200 Rooftops trained
● Best-Selling Author of “Win the Game of
Googleopoly”
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About Me
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S.W.O.T. Your Dealership
S.W.O.T. Your Dealership on the “4 Ps”
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S.W.O.T. Your Dealership
Products (Resources)
Website(s), CRM, Call Monitoring,
Inventory, Pricing Tools, Computers,
Phones, Video, Tablets, Software, etc...
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S.W.O.T. Your Dealership
People
HR / Recruiting, Job Descriptions,
Schedule, Pay Plan, Motivation, Training,
Accountability, etc...
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S.W.O.T. Your Dealership
Process
S.O.P.s - What to Do, When to Do It, How
to Do It, and Why We Are Doing It.
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S.W.O.T. Your Dealership
Process
Inbound/Outbound
-Phone Process
-Email Process
-Text Messaging Process
-Video Communication Process
-Apple Facetime / Skype
-Video Email
-Video Text
Inbound/Outbound
-Chat Process
-Social Media DM Process
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S.W.O.T. Your Dealership
Process
All Other Processes, etc…
Appointment Process
Appointment Confirmation
Missed Appointment Process
Dead Deal Process
T.O. Process
One on One Process
Follow Up Process
Engagement Process
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S.W.O.T. Your Dealership
Promotions (Marketing / Advertising)
Conventional - ?
Digital - ?
Total - ?
Cost?
Receive?
Generate?
NET Profit?
Average Cost Per Sale
Per Car Sold in Advertising?
Per Source?
Per Sales Person?
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S.W.O.T. Your Dealership
PRIORITIZE Your “4P” Assessment
Identify / Bullet Point ALL of the things that are NOT
set up, not purchased, broken, missing, etc…
NOW after they are ALL identified and bullet
pointed, go back and out them in PRIORITY order.
You must create a “checklist” but must prioritize it.
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Begin With the End in Mind
How many units per month do I want to sell from my
Showroom side?
How many units per month do I want to sell from my
Internet (email) opportunities?
How many units per month do I want to sell from my
Phone Up opportunities?
How many units per month do I want to sell from my
BDC activities?
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Reverse-Engineer the Road Map!
How many Fresh “Ups” do I need to
drive the Showroom this month?
How many Ups does my Showroom Sales Team need to
contribute / drive to the Showroom?
How many Showroom Sales Consultants do I need to
have to handle these opportunities the right way?
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Reverse-Engineer the Road Map!
How many Internet Purchase Requests do I
need to buy or generate this month?
-How many from the OEM?
-How many from my website?
-How many from 3rd Party Lead Source Providers, Online Classifieds, etc…?
-How many from Digital Marketing?
-How many reps do I need to handle these opportunities correctly?
-Internet Coordinator / BDC Reps
-Internet Sales Consultants / “Point Guards”?
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Reverse-Engineer the Road Map!
How many Phone Ups do I need to
generate this month?
From the Conventional Sources?
From the Digital Sources?
How many reps do I need to handle the Phone Ups
correctly?
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Reverse-Engineer the Road Map!
How many BDC opportunities do I
need to generate this month?
Data Mining / Equity Mining
Unsold Showroom Traffic
Lease Retention
Special Finance
Cross Promotional Marketing
Fleet
How many reps do you need to manage these leads?
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Map It Out
Start with
Mapping out
the “NEW”
Showroom
Sales Team,
utilizing the
“Money Mind
Mapp” Strategy
(Individual)
= 30 Total Units Sold
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Map It Out
Start with
Mapping out the
“NEW”
Showroom Sales
Team, utilizing
the “Money
Mind Mapp”
Strategy
(Dealership)
= 300 Total Units Sold
200
200
200
640
800
300
400
100
100
160
160
10
20
20
200
200
100
160
160
10
20
20
10
20
50
80
80
10
10
10
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Map It Out
Next - map out the
Internet Sales and Phone Sales Strategy
utilizing the
“Money Mind Mapp.”
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There are
7 MAIN THINGS
you need for your plan to work...
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The 7 Main Things
1. Vision…
Where are you going? What is
the mission? And FAILURE IS NOT
AN OPTION!
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The 7 Main Things
2. Opportunities…
You NEED LEADS! You can NOT
sell something to NO ONE.
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The 7 Main Things
3. People…
You need to have the RIGHT
people and the RIGHT AMOUNT
of people working these
opportunities!
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The 7 Main Things
4. A Plan…Process, Structure.
A Standard Operating
Procedure for EVERYTHING.
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The 7 Main Things
5. Training...
Your people from the TOP down
need to be fully trained.
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The 7 Main Things
6. Accountability / Tracking...
EVERYTHING needs to be tracked. NOT just the
things your dealership has always tracked.
People
Technology
Activities
4 Ps
Vendors
Managers
EVERYTHING!
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The 7 Main Things
7. Evolve, Adapt and
Improvise...FITFO
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Implementation
HR / Recruiting
Recruit Different!
www.AutomotiveSalesCareers.com
HR Recruitment Videos
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Implementation
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Implementation
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Implementation
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Implementation
HR / Recruiting
Use:
Create a “Pro Pay Plan” Strategy
-Employees Network
-CONVENTIONAL Media!
-Colleges/Universities/Tech Schools
-Internships
-ALL Internet Means...like a Digital
Marketing Strategy
-Your Website
-ALL Social Media
-Email Blasts
-PAID Facebook Ad Manager
-PAID OTHER Social Media
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Implementation
CRM (Set Up & Training)
Types:
Walk-In
Phone
Email
Text
Social Media
Chat
Other
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Implementation
CRM (Set Up & Training)
Source:
Be Ultra Specific
Limit Options
Status:
Active
Inactive
Sold
Future
N/A
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Implementation
CRM (Set Up & Training)
Action Plans
Internet
Phone
Showroom
After Hours
Sold
Dead
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Implementation
CRM (Set Up & Training)
Templates / Scripts
Video Email Template Library
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Implementation
CRM (Set Up & Training)
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Implementation
CRM (Set Up & Training)
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Implementation
CRM (Set Up & Training)
Text Template Library
HTML Template Library
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Implementation
CRM (Set Up & Training)
Training
CRM Company
CRM Content
CRM Strategy
CRM Customization
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Implementation
Communications
Phone & Voicemail
Text Messaging
Email
Video
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Implementation
Communications
Apple Facetime/Skype
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Implementation
Communications
CoVideo - Video Email
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Implementation
Communications
CoVideo - Video Email
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Implementation
Communications
Video Text Messaging
Social Media DMs
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Implementation
Value Package Proposition (Why Buy)
P.
R.
A.
C.
T.
I.
C.
E.
- Practice
- Research
- Availability
- Convenience
- Trade
- “I Hate Car Salesman”
- Credit
- Everything Else
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Implementation
Value Package Proposition (Why Buy)
Military/First Responders
First-Time Buyers
Women
Students
Teachers
Service Perks
Daycare Service
Free Food
Community Involvement
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Implementation
Value Package Proposition (Why Buy)
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Implementation
Value Package Proposition (Why Buy)
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Implementation
Training
Pay Plan
Dealership
Bonus / Spiffs
OEM Spins
Dealership Information
Orientation
Employee Handbook
Mission/Vision Statement
Community Involvement
OEM Incentives, Rebates,
Programs, Specials
Inventory
New
Used
Unique
Communication
Resources / Types
Phone
Text
Email
Video
Conference
Text
Chat
Social Media & Chat
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Implementation
Training
Technology
Computers
Tablets/iPads
Search/Search Engines
Google
YouTube
Apple Siri
Amazon Alexa
Telephones/Headsets
Typing
Spelling
Grammar
Chat
Technology
CRM
Ecosystem
Templates/Scripts
Action Plans/S.O.P.s
Taking Notes
DMS
Dealer Website
Personal Website
Vendor Websites
Data/Equity Mining
OEM Technology
Hand-Raisers
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Implementation
Training
Technology
Video/Video Production
YouTube
SEO
Microsoft Office
Word
Excel
PowerPoint
Online Reputation
Google Reviews
Video Testimonials
Yelp
Edmunds.com
Cars.com
Dealer Rater
Technology
Social Media
Facebook
YouTube
LinkedIn
Instagram
Twitter
Pinterest
Social Media PAID Ads/
Campaigns
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Implementation
Training
Personal Resources
Typing
Public Relations “PR”
(Positive Propaganda)
Networking
Referral Generation
Prospecting
Speaking
Appearance / Hygiene
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Implementation
Integration of Showroom & Internet / BDC…
Showroom Sales Consultants into the Internet / BDC
BEFORE they go on the Showroom Floor, they must do a “tour” in
the Internet / BDC
“Point Guards”
“Overflow” Showroom Sales / Internet / BDC “Up System”
Internet / BDC Reps onto the Showroom Sales Floor
Promoting Internet / BDC Reps into Internet Sales Consultants /
Point Guards or even as a traditional Showroom Sales Consultant.
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Implementation
Explaining of the “Point Guard” Role
What are the responsibilities of a Point Guard?
“Substitute Coordinator”
“T.O. Manager” (Proactive and Reactive)
Appointment Confirmations
“B Team on the Relay Race”
Who should be a Point Guard?
Point Guard Pay Plan & Schedule
Point Guard Accountability
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Implementation
Explain the Internet Coordinator Role
120 Outbound Calls Per Day
(11-14% Connection Ratio)
14-16.8 Conversations Per Day
(30-35% Appointment Made Ratio)
5-6 Appointments Per Day
(65-70% Appointment Show Ratio)
45% Selling Ratio
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Implementation
31 Calendar Days
22 Employee Working Days
120 Calls per day x 22 = 2,640 Calls for the month
2,640 Calls x 12% = 317 Conversations
317 Conversations x 30% Appointment Made
Ratio = 95 appointments
95 Appointments x 65% Appointment Show Ratio
= 62 appointment shows
62 Appointment Shows x 45% Appointment
Sold Ratio = 28 Units
28 Units x 5 Reps = 140 Units
1.5 Reps = 600 Calls per Day x 22 Days
= 13,200 Calls
28 units x 10 Reps = 280 Units
10 Reps = 1,200 Calls per Day x 22 =
26,400 Calls
EXAMPLE in March
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Let’s Recap...
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We MUST Change our Paradigm
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Perform a S.W.O.T
Assessment ASAP
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We MUST
Acknowledge What is
Broken, Not Working,
Not Set Up, etc...
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Create a Plan with a
Priority Protocol on
What to Fix, Replace,
or Secure...Take it One
Bite at a Time.
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Begin with the End
Result in Mind...
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Reverse-Engineer
Your Road Map
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Form VOLTRON!
Showroom Strategy
Internet Sales Strategy
Phone Sales Strategy
BDC Strategy
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Form VOLTRON!
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Integrate all
Initiatives into one
“Ecosystem”!
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STOP being
“Upside Down”!
Allocate PROPER
resources
accordingly!
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Create a NEW
and BETTER
HR/Recruiting
Strategy
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Create a NEW and
BETTER CRM
Strategy
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Start to utilize ALL forms of
communication available to
you for follow up and
engagement of BOTH
prospects and clients.
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Create and master
your dealership’s
VPP
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Train, Train, Train, Train, and
KEEP TRAINING!
Utilize a Virtual Training, Tracking, Testing
and Certification Platform and track the
trajectory of each and every one of your
employees!
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BUILD an
“INTERNET DEALERSHIP”
NOT an
Internet Department!
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If you would like a copy of my PPTs and my TIME Video, please give me your
business card and I will email you a copy ASAP.
Please join the Millionaire Car Salesman Group on Facebook
www.Facebook.com/groups/MillionaireCarSalesman
Subscribe to my YouTube Channel
www.YouTube.com/SeanVBradleyTV
Call or Text Me: 267-319-6776
Email Me: SeanB@DealerSynergy.com
THANK YOU!
76. Contact Info
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Sean V. Bradley, CSP - President & Founder
Dealer Synergy
seanb@dealersynergy.com