Presentation to Automotive Dealership to maximize retail and internet department sales.

1. Mountain
View Chevrolet
Ideas for increased success provided by Dani Zandel
March 13, 2013

2. Dealership Goal
Sold Units & F/I Products

3. Most Important Function: CRM - 1
 Any CRM is only as good as the staff entering
information
 EVERYONE ENTERS EVERYTHING
 Management Use and Support – What Salespeople See,
Salespeople DO
 If it’s not entered, it didn’t happen – loss of protection
Back pocket pieces of paper with scribbled names and numbers do not count!
 Training – Everyone touching sales prospects trained.
“Lazy” is not an excuse.
 Consider utilizing Receptionist to assist in data-entry.

4. Most Important Function: CRM - 2
EVERYONE ENTERS EVERYTHING
If it’s not in the CRM, it never happened
 Walk-In Customers
 Service
 Parts
 “Just Looking”
 Telephone
 In-Bound Media Advertising
 In-Bound “Internet” Advertising
 Out-Bound Prospecting – If message left or contact made (open to discuss)
 “Other” Marketing Campaigns (Blood Drive, Networking Events, Etc)
 Internet – Automatically supplied & entered by Vendor
If the salesperson has had communication w/a prospect who purchases from
another salesperson, and there is not a CRM trail, they are not on the
deal. Simple.
Unsold customers are the responsibility of the salesperson to enter WHAT
info the customer was left with and WHY a deal did not close.

5. Most Important Function: CRM - 3
What is Entered and WHY it is IMPORTANT
 Prospect Contact Info – as much as possible!
 First and Last Name (“Unknown” in lieu of Last Name)
 At least ONE telephone number – TWO is better!
 At least ONE e-mail address – TWO when possible (Husband
AND Wife, Dad AND Son, Etc)
• HOW to contact a prospect if they are not sold within first visit
• How to communicate with a prospect unwilling to visit immediately
 ACCURATE Contact: Walk-In or Phone Pop
 SOURCE – Why are they contacting us?
 “Local” and “Drive-By” should not be the majority
 Where did they REALLY see us?
 What advertising sources are working and what should be
discontinued?

6. Moving Forward: Internet Dept/BDC
 Staffing
 1/100 – One rep for every 100 e-leads per month (excl. phone)
 Reps w/great oral and written skills
 Decision: Model based on selling cars or selling appointments? Determines exact
staffing needs and opportunity to combine Internet with BDC
 System
 CRM which allows some flexibility and provides accountability
 CRM must be used by entire dealership to ensure time spent wisely
 Allows anyone at anytime to get a “snapshot” of what is happening in the
dealership – when used correctly
 Processes
 GM Timeclock
 Responsible use of AutoResponders
 Reps taking leads when they are “unavailable”
 When to quote vehicle pricing/When not to
 Vendors
 Evaluate current sources for % of valid vs. invalid leads
 BK Leads/Salespeople: Separate from I-net Department – See Additional Info

7. Moving Forward: Telephones/BDC
 Staffing
 Reps w/great oral and written skills – prospect follow-up opportunities may be e-mail
 Reps w/great “phone personality”
 Reps w/some car biz experience especially if other skills are not “great”
 In-Bound Calls
 WHERE are telephone calls directed
 WHO is answering sales calls
 Use of scripts
 Goal to SET APPOINTMENT – Not to SELL CAR!
 *Role of Receptionist
 Out-Bound Calls (In order of importance)
 “ Customer Service :Thank You for Visit” -Attempt to bring back unsold customers
 “Appointment Coordinator” – Confirm all dealership appointments made
 “Combo “ – Appointment NO SHOW Follow Up
 “New” Prospecting Sources:
• Internet Leads
• Phone-up Follow Up
• MOR/GM Marketing Lists
SOLD CSI Follow up – important, but needs a pay-structure which makes sense
attached.

8. Moving Forward: Retail
 Staffing
 Determined by Sales Managers based on average traffic
 Reps w/professional and friendly attitude and demeanor w/some trainability and ability
to use technology.
 System
 CRM which allows some flexibility and provides accountability
 CRM must be used by entire dealership to ensure time spent wisely
 Allows anyone at anytime to get a “snapshot” of what is happening in the dealership – when used
correctly
 Processes
 Steps to the Sale/Steps of Negotiation: Why every part of interaction from greeting to
delivery of vehicle is important & should not be skipped!
 Develop a PROFESSIONAL up-rotation which includes accountability
 Greeting, Fact-Finding/Vehicle Selection, Demo Ride, Numbers-in-a-seat-not-on-feet!
 Setting Expectations and F&I Introduction
 Salesperson T/O – at least 2 salespeople on every visitor
 Management T/O – no prospect leaves sales floor w/out management intro
 Management Support and Receptionist Assistance
 USE of CRM – Enforcement of CRM policies
 Training – NOT beat-up sessions. Includes CRM, Steps to the Sale, Product Knowledge (Walk-
arounds)
 Follow-up with salespeople and DAILY Save-A-Deal … Most expedient when info entered in
CRM
 Allow receptionist to be responsible for up rotation, visitor log, and data-entry assistance