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Rpaglia

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  • 1. Department Staff and Human Resource Mangment Ralph PagliaPresident Automotive Media Partners, LLC
  • 2. Ralph Paglia Ralph has 20+ years of leadership in information technology enabled automotive strategy and tactical implementation. Expert at development requirements, value propositions and performance measurement. Experienced in using market research to improve results from people, process and technology. Organizational development guru. Industry leader in using B2C and B2B Web 2.0 interfaces as a differentiator. Creative problem solver with history of developing new techniques later adopted as industry best practices
  • 3. Best Practices for Screening, Selecting and Hiring Dealership EmployeesHow important is it to hire and train the right people while building a sales teamthat can convert opportunities created by marketing into actual sales results?Organizational development is more important than ever before…with many dealers losingstaff while cutting costs during the depths of the recession, those that are growing theirbusiness need effective strategies, tools and tactics for attracting, screening and hiring the bestInternet sales professionals with the greatest chance of achieving their own personalsuccess, as well as sales productivity for the dealership. This session will explore organizationaldevelopment strategies, recruiting, screening, hiring and training tools as well as the materialsand processes that the most successful dealers in America have been using for years, and arebeing used today as a means of increasing success in the hiring process. Ralph Paglia will sharethe tools and processes he has used to build some of the most successful Internet salesdepartments in America while teaching attendees what the essential "must haves" are, andhow to get them when seeking to grow your sales departments into high performance digitalmarketing to sales conversion engines.
  • 4. Introduction and Background: www.ADMPC.com Ralph PagliaPresidentAutomotive Media Partners, LLCLed build-out and development ofTier10’s Digital Marketing, Advertising and SocialMedia Strategies, Tactics and client service capabilitiesAutomotive Digital Marketing Professional Community creator and Editor-in-ChiefGenerated 144,000+ leads in 22 months while working for Courtesy Chevrolet…Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital MarketingConsulting and Ford Co-Op supported Digital Advertising program for Dealers…Ran 1st retail automotive Behavioral Targeting Digital Advertising program…Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to post vehicle inventory listings on defense contractor BBS’s…
  • 5. Growing Your Internet Staff from 10 to 300 Cars per Month
  • 6. Courtesy Chevrolet in Phoenix, AZ became theUSA’s leading Internet retailer of new and certifiedused Chevrolet vehicles… Human ResourceDevelopment was the key (secret sauce) to success.
  • 7. “This is a people business…” Organizational Development is the essential stumbling block that many dealers and ISM’s report as the primary reason for Internet Sales Operations failure or lack of growth into a strategically significant level of sales.
  • 8. Create a Video that showcases why People want to Work for Your Dealership• Training• Compensation• Benefits• Supportive Team• People Matter• Career Growth
  • 9. Use Video Role Play Assessment• Pre-Screen Applicants• Identify Training Opportunities• Invest Time with the Most Qualified Candidates• Use as a Recruiting Tool• Ideal for Social Media based Recruiting• Don’t waste valuable ($$$) management interview time on applicants destined to fail!
  • 10. http://hirethewinners.com/adm
  • 11. http://hirethewinners.com/adm
  • 12. http://hirethewinners.com/adm
  • 13. Hire The Winners Assessment: and Assessment Example Hire The Winners Report Accurate Results in 20 Minutes
  • 14. TARGET TRAINING FOR CURRENT TEAM MEMBERS
  • 15. Process Execution Capabilities Drive Staffing Requirements •No dealership has unlimited process execution capabilities…
  • 16. Growing Your Internet Sales Team Requires that you Define whatYour Internet Process Should Look Like… Dealer Lead Management Process Map
  • 17. Organic GrowthCourtesy Chevrolet is a single point Chevy dealer with (at onetime) 3 fully staffed BDC Team’s, an eFinance Sales Team and 4Internet Sales Teams. These 8 teams of automotive salesprofessionals are identified as follows:1. New Chevrolet BDC 5. New Chevrolet Internet Sales2. Used Car BDC 6. Used Car Internet Sales3. Wholesale Parts BDC 7. Bell Road Internet Sales4. eFinance Sales Team 8. Commercial Internet Sales Let’s Take a Look at How It Happened…
  • 18. 90,000+ OutboundPhone Calls / Month
  • 19. Document Roles & Responsibilities for All Positions
  • 20. Document Pay Plan &Bonus Structure thatreflects taller Internetsales funnel * July 2006 Interactive Marketing Budget
  • 21. Lead Volume puts pressure on response times as a factor of staffing levels!
  • 22. Organizational Structure Determines Process Capabilities and Monitoring Requirements… % of StatisticalTop 4 Ways Purchase Purchase* Correlation to Close Dealer Response Attributes Respondents* among the Factor of who DIDMore Sales Experienced by Customers within NOT Leads who Response attribute to Leads DID Received 24 hours of Submitting an Inquiry experience the attribute Experience with Vehicle Purchase the attribute Make Direct Phone Contact with Customer #1 (after sending Email w/availability & prices) 17% 27% 11 #2 Send Price Quotes by Email to Customer 20% 27% 9 Contact Customer more than once by Email #3 and Telephone (within First 24 Hours) 21% 25% 5 Make sure Customers are either Completely or #4 Very Satisfied with the Lead Response 21% 24% 3
  • 23. Staffing Determines Process Execution Capabilities andMonitoring Requirements… Customer goes online and submits Lead Internet Sales Specialist ISS) reviews lead, selects 4 vehicles for Price Quotes Sends email with Quotes & Cars BDC Staff makes initial phone call, collects customer info, sets up an appointment for the ISS If no appointment, ISS Contacts customer and seeks appointment and/or agreement
  • 24. Lead Process Maps should be indexed toemail templates, phone scripts and word tracks so that dealershipemployees have a “paint by numbers” guide towhat is expected when a lead is received. Thisprocess map focuses onthe first 12 hours after a new lead is received.
  • 25. Lead Process Maps should contain brief explanations for the logic and executiontips for employees to review before actually using the email templates, phone scripts and word tracks.Actual template illustrations make it easy for dealership employees to recognize theright template or document when they see it in their CRM tool.
  • 26. When Lead Process Maps are indexed to correspondingly numberedemail templates, phone scriptsand word tracks, the dealershipis far more likely to execute the repetitious tasks that create customer experiences which correlate with higher salesclosing ratios. The best process maps break down email and phone contact processes intoseparate flows so that they can be executed by differentresources when scaling up lead volumes and organization structures.
  • 27. Lead Process Maps should contain brief explanations for the logic and executiontips for employees to review before actually using the email templates, phone scripts and word tracks.Actual template illustrations make it easy for dealership employees to recognize theright template or document when they see it in their CRM tool.
  • 28. When Lead Process Maps are indexed to correspondingly numberedemail templates, phone scriptsand word tracks, the dealershipis far more likely to execute the repetitious tasks that create customer experiences which correlate with higher salesclosing ratios. The best process maps break down email and phone contact processes intoseparate flows so that they can be executed by differentresources when scaling up lead volumes and organization structures.
  • 29. Have a defined process for “closing out” unsold leadsAlthough many car guys will say they believe in the concept of following up until prospectseither buy or die… Large scale lead generation through highly effective marketing practicesrequires that scarce resources be allocated to where they will generate the most sales.Outsourcing followup on leads that have reached a designated status (dormant) or assigningthem to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% of theleads that buy, and do so within the first 10 days
  • 30. LMP Scoring IndexObjective Review ofDealership Employee Leadresponses encouragesconsistency and creates anumeric accountability – anLMP Report Card for Dealer orGM review…
  • 31. Nothing has more impact on results than phone contact with the customer!Outbound phone calls, ongoing phone follow-up and responding toemails requires adequate staffing and skill levels
  • 32. Telephone Process 85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratiosPhone Follow-Up Sales Strategy: Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
  • 33. Top 10 Reasons To Use “Hire The Winners”1. Find out why your lowest producers arent producing.2. Learn what the potential is of every sales consultant on your team.3. Discover opportunities for improvement for each sales consultant and how you can focus your training for immediate improvement.4. HTW can show you how to find and recruit excellent talent to grow and improve your sales team.5. HTW has tools to help make informed hiring decisions and get best talent available.6. HTW provides you with tools that allow your sales team to practice on the simulator not the public (Lost sales from poorly trained sales consultants are killing us).7. HTW provides you with a hiring process and support to strengthen your management teams interviewing skills and, if used correctly, will provide you with information you need to bring on the best talent available.8. HTW provides you with tools that show you what the sales applicant can and cant do when put into the automotive sales situation. You will know in 20-30 minutes the potential of every candidate.9. Tools that will assist you in creating customers in a challenging market (What you can do to cause more customers to visit your store without raising your advertising budget).10. (see link below)Free DMSC Trial: www.hirethewinners.com/adm
  • 34. AutoMax Recruiting & Training Actual Graduate Class Recruiting 2.0 ◦ Place job opening on 100’s of job boards including Monster, Career Builder, Indeed, Simply Hired, Zip Recruiter, Craigslist, Facebook, Twitter, Myspace, LinkedIn, Google+ and MORE. Nobody used more resources than AutoMax! ◦ Schedule & conduct ALL interviews & screen applicants using The Car Sales Simulator. (We have a team of people that interact with and schedule interviews with thousands of potential hires each week)  The Car Sales Simulator Uses interactive video to present potential salespeople with a set of decisions that will either lead to the sale or the GSM’s office for a “talking to.” ◦ For those that make it through the interview & screening process either we’ll conduct the training or you can. (We have multiple packages) ◦ From porters to presidents, we will interview, screen and train internet sales managers, BDC reps, social media managers, sales people, sales managers, service advisors, general managers and more! Low Fee, Turn Key, With A Satisfaction Guarantee! 25% discount for all attendees present! AutoMaxRecruitingAndTraining.com | 800-878-5090 Video From Craig
  • 35. Questions and Answers…Ralph PagliaCell: 505-301-6369RPaglia@gmail.comwww.RalphPaglia.comReference Links:http://www.ADMPC.comhttp://slideshare.net/RalphPagliahttp://www.hirethewinners.com/admhttp://www.Automax.com

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