Low Cost Solutions That Will Increase Car Sales
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Find low cost solutions that will increase cars sales 300% overnight. Products & Process revealed.
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Low Cost Solutions That Will Increase Car Sales
- 1. Low To No Cost Solutions That Will Increase Sales Presented by Jennifer Boland May 15, 2014 10
- 2. AboutJenniferBoland… JenniferBolandstartedher careerasaKirbyVacuumsalespersonfreshoutofhighschool. Within3monthsshe waspromotedbecauseshehad quicklybecome atopproducerand beganhiringandtrainingpeople tosell Kirbyvacuums.Thisprovedtobea greattraininggroundforthecarbusiness!In1999, shebegansellingcars andendedupworkingforacompanywithan outsidecall center“BDC”forcardealers.Shedecidedthatshe could helpstoresset-uptheirownBDCs,andwenttoworkstartingmorethana fewBDCsfordealersbefore strikingoutonher ownin2007. AftersettingupmanyBDCs,sheevolvedher businessmodeltohelpdealersclose more oftheemailleadsthey weregetting,focusingonimplementinga processthatwould supporta higherclosingratio,withorwithouta BDC. In2009, shebeganpromotingand partneringwithothercompaniestobringahigherlevelofdigitalexposure andsoftwareapplicationandutilizationtoherclients,crucialin today’smarket.Thesepartnershipsinclude Now Marketplace,Inc., PhoneNinjas,DealerKnows,StoryTailerInc.,eLeads,AutobytelInc., Dealere-Process andtheNext Up. Togethertheyfocus,strategize,andimplementtohelpdealerssellmorecarsby increasingtheirleadvolume, improvingtheirInternetpresence,creatingtransparencyand accountabilityandadjustingandsupportingtheir processthroughcontinuoustrainingandsupport.
- 3. • Customers used to go to 4 dealers before they purchased - now they go to 1.2 • Although studies show the average consumer spends 18 hours researching the vehicle they want to buy… Do we really know how many get in their car and visit the dealership before picking up the phone or submitting a lead? • In 15M records only 56% of consumers didn’t get a test drive and only 46% of ups were entered in a CRM (this includes dealers who have been focused on increasing their percentages) • Nationally Close Ratios on Fresh ups Result in a 14% CR • Appointments continue to close at a 48% CR *Source- the Next Up 1. Maximize Showroom Traffic & Stats Whereare all the ups?
- 4. Youdon’tknowwhatyoudon’tmeasure… Case Study- Small Bay Area Honda Dealership Month 1: 220 Ups, 30 Appts, 43% TD, 25% W/Up, 12% CR = 33 Sales
- 5. Identify Opportunities Increased Appointments Shown, Test Drive and Write Ups 199 Ups, 42 Appts, 54% TD, 36% W/Up, 20% CR= 57 Sales
- 6. MakeNecessaryMoves Cynthia moves into Service 174 Ups, 63 Appts, 67% TD, 48% W/Up, 26% CR= 71Sales
- 7. UpCounters…. CanCall-inSick... CanBe InfluencedBy TheSalespeople 12Hours A Day7 Days AWeek-At $8/Hr Cost- $35,000 A Year How Can You TrackYour Ups…? or •Electronic, Web-basedRotation- With Text Notifications • ATrue “Defined” Process • Sales Staff Knows Where To Be And When • 100% Accountability • MinimalCoverage, Maximum Efficiency • Increased Value Of The Guest ,“UP” SalesStaffCanNo LongerDropA Walk-inGuestAnd GoRight Back ToThePoint! • MoreTime For Follow Up • Added Focus On Setting Appointments •Cost-Approx $15,000AYear Depending On The Store Size
- 8. 2. DriveSalesthrough Service • Create An Oil Change ProgramIf Your Manufacturer Doesn’t Already • BMW and Toyota have embraced the understanding that if you can keep a customer in your service drivefor the first 5 oil changes youhavea greater chanceof retainingtheir futuresales business • Ifyour manufacturerdoesn’t do it for you…do it yourself • Thenmakesure theycome in for theirfreeoil changes • Create A Challenge For Your Sales Department ToDriveSales “OurChallengeisto helpyoutradeyourcurrentvehicleandkeep yourpaymentsclose tothesamewithlittle ornomoneyoutof pocket.” “Justfor acceptingthechallengewewill giveyoua$25voucherfor parts orservice goodtodayoranytimeinthenext6Months.” If you have an up rotation, move them to the top when they write someone up that has an open RO -- Reward Just Like You Would For An Appointment
- 9. 3. EstablishAn Appointment Culture In Your Dealership • Requirethat yoursalespeople have an appointment that day inorder to take anup • Have anAppointment Board for Sales People and Customers • Send out Appointment Confirmations via email and text -Think Like ADentist • Managers should confirm every appointment • Retain and Manage a missed appointment list • Reward in every way youcan for Appointment Focused Salespeople Shown Appointments Close at 50-80%
- 10. 4. Insist ThatYour IncomingSales Calls Be The PriorityThatThey Are • 80%of yourphonetrafficwill buywithin3-5days • 90%will buywithin10 days • Less than25%of salespeople will askforthefull nameofthecaller • Less than15%of salespeople will askforthephonenumber • Less than5% ofsalespeople will attempttohave theirinformationputintowriting • Greaterthan50%ofthe time salespeople willoftenprovidecustomerswithtoomuch information • TheNationalClosingRatio on PhoneUpsis 5% *Source-PhoneNinjas
- 11. Treat Them Like YouWould An Up… Review And Train • Monitor your phone sourcesand track yourappointment results by source • Review your calls and train yourstaff when theyare not asking the correctquestions • If you don’t have time to review yourcalls, outsource to PhoneNinjas or Call Source For $30 per shop the accountability is invaluable… even if some just stop taking calls because they don’t want to be reviewed you're better off • Makesure youreview live calls and keep in mind once youstop reviewing theywill go back to their old ways
- 12. 5. Utilize 3rd Party Leads To Increase Sales • Nameone Advertising Sourcewhere you can spend $1,000and get 50 guaranteed good names, emails and numbersof people who are interested in the product that youoffer • Submityour lead credits and constantly measure yourresults! • Autobytel Partneredwith Polk and matched leads to sales from 16-25%and that doesn’t includeprivate information • Have a long termfollow up process and review your stores polk reports if youare an Autobyteldealer
- 13. 6. Measure your ROI on your Internet Lead Sources and Track Activity • Keep in mindCRMs can be manipulated by the user • Youshould look at every lead individually • Submit your lead credits • Measure older lead success with currentlead success • Cutsources when you can’t improveresults after a 90day action plan
- 14. Drill Downon Activity Case Study- Orlando Hyundai January 2011 Vs. Dec 2012
- 15. 7. Combine your BDC and Sales Department Efforts • Your salespeopleare the best (orshould be the best) peopletotalk toyourcustomer – They have better product knowledge andshould know when tospeak and how tobetter overcome objections – Mostsalespeople will not follow up with a customers more than 2 or3 attempts – They arenot always the best ofkeeping track ofcustomer information • Utilize your BDC as fisherman - their job is todial and dial – Make sure they areexcellent appointment setters andaregoodat transitioning the customer when they can’t set the appointment themselves – Allow them manage the checks andbalances ofmaking sure the customer was logged andthe result • ASalesperson can spend hours with 1 customer andtypically works a 9-12 hour shift. ABDCrepshould make at least 20 dialsan hour andwork 5-6 hour shifts • Walk Ins - If they don’t like the salesperson they won’t typically share that infowith the salesperson • Internet Leads - The average leadtakes 9 phone call attempts toreach once
- 16. 8. Big BDC, Small BDC, or NoBDC What’s the right fitfor the culture of your store • BIG BDC-Manager, CSRs,Sales people, Service Calls – Doyouorcan yousellover100CarsaMonth? – Doyouhavesomesalespeoplewhoshouldn’tbeon thephone oraredifficulttounderstand – Areyoustrugglingtomaintaina10%plusCloseRatioonyourinternetLeads – Howfocusedonappointmentsettingisyourdealership? – Doyoucurrentlyhavea solutionforCSI,ServiceAppointmentsConfirmations,LostSouls,Declined Serviced,orAgedSpecial Order Parts • Small BDC-Manager &Salespeople – Doyouselllessthan100Carsa Month – CanyourSalespeoplebenefitfromsomehigheraccountabilityandphone training – Would yourstorebenefitfromanextra500outgoingcallsa week? • NoBDC – DoyouhaveaSalesManagementStaffthatembracesyourCRMefforts? – AreyourSalesManagersgoodonthephonesanddo theyhavetimetocall customers? – WillyourSalesManagersmakecallsand cantheytrainsalespeopleon howtomake calls?
- 17. 9. InternalizeyourReviewGatheringProcess What areyou currentlydoing to be proactive about managing youronline reputation? Trainyourservice advisorsandsalesstaffon howtoinfluenceyouronlinereputationand provideawebpageandcustomreview card. SPIFFthem!
- 18. 10. Make your #1 Traffic Source Look likea $20,000 Ad Don’t Let People Go To Your Website And See This
- 19. 10. Make Your Homepage POP!
- 21. Christy Roman (407) 256-2645 Fast. Profitable. Internet.