"Selection, Hiring, Orientation And Training For The Internet Department" - Dealer Knows Consulting

Selection
Hiring
Orientation
Training
By Joe WebbDealerKnows Consulting
All information created and presented by Joe Webb of DealerKnows Consulting – www.DealerKnows.com – for 7th Digital Dealer Conf.

What is the Magic Bullet?
All information created and presented by Joe Webb of DealerKnows Consulting – www.DealerKnows.com

My Jobs
Address Painter
Grocery bagger
Video Store Clerk
Printer
Cutlery Salesperson
Factory Worker
Bartender
Bouncer
Event Manager
Project Manager
Marketing Manager
Sales Manager
Car Sales Associate
Internet Sales Person
Internet Sales Coordinator
Internet Sales Manager
Back-up Finance Manager
Sales Manager
Business Development Sales Manager
Internet Director
Head Custodian
Consultant

My Employees
Internet Sales Managers
eCommerce Director
Sales Manager
Customer Relations Managers
IT Director
Finance Director
Police Officer
General Manager
In Rehab

Who Should Run the Internet Dept./BDC?
Top Dollar
Fair Market Value
Rough Book

The Hierarchy
Showroom
Internet Department / BDC

The Internet Department / BDC is…

What it Should Be…

Pay Plans
Internet Director / BDSM
Internet Sales Rep
Internet Sales Manager
ISC / BDC Rep

Pay Plans

Job Descriptions
Job Title
Salary Range
Purpose of Position
Job Description / List of Duties
Hierarchy
Ideal Candidate / Skills Needed
Work Location and Hours

“…and other duties assigned.”
“Employee-at-will.”

Do they need car sales experience?
BDC / CCR?
Internet Director / BDSM?
Internet Sales Manager?
Internet Sales Consultant?
No
No
No
No
Not with the right training in place, resources available, and team leader.

OLD
SCHOOL

Photo Says…
“It doesn’t matter what you know, but what you are willing to learn.”

Basic Qualities
Internet Director
Motivate
Lead
Measure
Willing to perform all ISM duties
ISM / BDC
Work Ethic
Team Player
Product Knowledge
Strong Grammatical Skills
Naturally strong communicators
Tech-savvy
One Focus
“If I were this customer, what would I want?”

A Good Salesperson is ‘Me’ focused
A Good Internet Person is ‘Us’ Focused

3-Step Selection Process
Recruit
Review All Applications
Conduct a Phone Screening

Where to Find Talent
Look Internally / Promote from Within
Staff Referrals
Universities / Recent Graduates
Job Fairs
Vendor Referrals
Internet Marketing
Customer Marketing
Local Competition
Recruiters
Retail / Hospitality / Electronic Stores
Military
Never Bring Someone Back from the Past

Where
is the Classified Section?

Hire Women
85%
65%
7%

Reviewing Applications
Appropriate
Background?
Necessary Skills?
Recommended?
Weed out unqualified and overpriced.
Don’t try to mold a candidate.

Take it to the Streets

Phone Screening
Brief Explanation of Job
Clarify Work Experience
Confirm Work History & Salary Details
Uncover Specifics of Any Shorts or Gaps
Mention Background Check and Drug Test
Detail Interview Process

Listen

My First Interview
HA!
“This isn’t Fairy Tale Land. This isn’t the minor leagues. We are pros. We play hard ball.”

5 Step Interview Process
Who Interviews?
2 Managers1 Internet Dept. Mgr.
(possible Salesperson)
General Manager

The Importance of Interview Questions

Their Interests: “Blah” has always intrigued me. How did you get into that?
Why did you leave your last job? (or consider relocating?)

Traditional Interview Questions
Hypothetical Situations
If you were hiring someone for this job, what qualities would you look for?
Tell me about a time you’ve made a suggestion, how it was received, and how it affected the company?
Self-Evaluations
What do you want to achieve in your next position?
What do you feel is your worst trait regarding work and how do you intend on changing?
Creative, Relate to Past Experience,
Thoughtful and Complete Answer

Drill Down
Who helped you? When did you finish?
What would you change if you had to do it again?
How did this accomplishment benefit the company?

Photo Says…
“Too many people confuse activity with accomplishment. Make sure they achieved results.”

Interview Questions?
Closed-ended = Credential Verifications
“How long were you at…”“Are you certified with…”
Open-ended = Discovery questions
“What did you like about your last position?”
Behavioral / Situational
“Tell me about a time you…and how…”
Opinion“What do you believe will be the hardest thing about this opportunity?”
Tasks
Mystery Shop or Sell me a Pen

Orientation

The Process
Written, Detailed, Documented Program-covers philosophies, personnel, policies
One Communicator from each Dept.-management, sales, service, parts, mktg
Vendor Rep provides system’s training

The Current Process
Watch these videos
Fill out all benefit forms
No business cards
Can’t put you in the system yet
Boss is out of town
Where do I sit?
Let me introduce you to everyone
Read all brochures
Take a lunch
Assign the wrong mentor / negative influence
Shadow = Slave
Bad Orientation Causes Buyer’s Remorse and Increases Turnover

Explain to them…
“Language”
Importance of Paperwork
Only Two Top Managers or One Team
Their Role and their Future
Questions are Important
Negative impressions lead to mistrust. You put them through a process to join your team. Don’t drop the ball now.

Celebrate
Orientation Always Takes Place the Second Week of Every Month
Make the 1st days very memorable

Training

For New Hires
Orientation
Training
Weekly Product Knowledge and Sales Training
After Initial Program

Who Performs the Training?

Tasks
Fun
Make It…
Engaging
Educational

Photo Says…
“If a new hire can’t do all the things an internet shopper does, well, then that dog ain’tgonna hunt.”

Before Training Ends
To
Training ModulesOnline Resources
OEM / Vendor Trainings
Seal of Approval
And Work BeginsorAnother week of training required
Mystery
Shop

Attending Conferences

Final Day of Training
Shoot a
Video Walk-Around
Is there anything you did at your previous dealership that would be helpful to us?

Three Things That Develop People
Don’t just make it a great place to start… make it a great place to stay.

Employee Retention

You Must Measure
You Must Support

Ask Yourself

Are the skills we trained being reinforced weekly on the job?
Are we meeting expectations of the employees and customers?
Am I providing the necessary tools and ongoing trainings for them to be successful?
Is the technology we use enhancing my staff’s ability to produce?
What is a quality “reward” for each person?
Do all of the dealer’s policies support the end goal of each employee?

Now Ask Them

Selection, Hiring, Orientation and Training
Joe Webb
DealerKnows Consulting
joe@dealerknows.com
DealerKnows.com
847.456.5130
All information created and presented by Joe Webb of DealerKnows Consulting – www.DealerKnows.com - for 7th Digital Dealer Conf.