Working Your Pay Plan

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Working Your Pay Plan

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Working Your Pay Plan

  1. 1. Working Your Pay Plan On The Internet by Increasing Your Dealer’s R.O.I. Presented by Phil Zelinger President & CEO of
  2. 2. INTRODUCTION • 30 Years of selecting “Best Practices” • Real World Problems and Solutions
  3. 3. THE INTERNET FROM THE DEALER’S PERSPECTIVE •Common goals: sell more – make more •Dealers are people too •The dealer hired you to solve a problem •Accountability – Internet R.O.I.
  4. 4. Dealer Web Sites Found Most Frequently Through Entered dealer name in a search engine 36% Search Engines. Entered car type in a search engine 25% Entered brand name in a search engine 24% 59% found a dealer Typed in URL for dealer site 19% Web site through a Linked from a manufacturer site 18% search engine 17% Saw an advertisement in the newspaper Saw an advertisement on TV 12% 12% Learned from a friend Linked from an online advertisement 8% 7% Linked from a third-party site Heard an advertisement on the radio 7% 0% 20% 40% 60% 80% 100% Percentage of Online Automotive Researchers Who Visited Automotive Dealer Web Sites Question: How did you locate the dealer Web site(s) you visited while researching your most recent or planned vehicle purchase or lease? (Select all that apply.) Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 403 (online automotive researchers who visited dealer Web sites, US only)
  5. 5. How did you find the dealer? 100% 4% 1% 4% Online classifieds site Percentage of Segment 4% 4% 10% 3% 6% 1% Auction site 7% 8% 10% 80% Search engine 16% 6% 14% Third-party site 19% Manufacturer site 60% 11% 17% Saw dealer’s ad in newspaper 13% 14% Via friend or colleague 40% 15% 15% 11% Found dealer by random visit 9% Knew dealer 20% 32% 24% 20% 0% Online Researchers who Researchers who Note: Respondents who automotive submitted RFQs e-mailed or answered, “None of the researchers visited dealers above,” are excluded from this chart: They represent found online 27 percent of overall online automotive researchers. Lo Hig w Degree of Dealer-Buyer Engagement h Question: How did you find the dealer that you purchased your vehicle from? (Select one.) Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 1,180 (online automotive researchers, US only), n = 192 (researchers who submitted RFQs, US only), n = 190 (researchers who e-mailed or visited dealers found online, US only)
  6. 6. RE-DEFINING YOUR ROLE – C.C.C. VS. B.D.C. •“Always Be Closing” – SELL YOURSELF AND YOUR DEPARTMENT •Ask the questions first, then answer them! •Get involved in the selling process •Establish expanded areas of responsibility •C.C.C. vs. B.D.C. – Re-define your role
  7. 7. INTEGRATE THE INTERNET INTO SELLING PROCESSES •Software – Use it or lose it! •Inspect what you expect •You can’t manage what you can’t measure •Cross Boundaries- areas of responsibility! •Be careful what you ask for
  8. 8. AREAS OF RESPONSIBILITY INTERNET C.C.C. MANAGER - AREAS OF RESPONSIBILITY: 1) OUT-BOUND PHONE CALLS / CONTACTS 2) IN-BOUND PHONE CALLS / CONTACTS - Sales Calls 3) INTERNET SALES 4) LEASE RETENTION 5) GALLEY LISTS 6) THREE YEAR RETAIL PURCHASE 7) LETTERS – SALES AND SERVICE 8) INTERNET CLUB EMAILS AND SPECIAL PROMOTIONS 9) BUSINESS LINK 10) CUSTOMER SATISFACTION GOALS: 4-5 appts. per day per person; sell one = 120 + appts. per month, 80 +/- show up = 20 units per person per month based on a 25% closing ratio.
  9. 9. The Sales and Service Staff Hate You …. GET OVER IT – JOIN THE TEAM! •Cross Train as much as possible •Free everyone else up to sell cars/service •Make appointments and provide “secretarial” services and reports •Improve their R.O.I. & They will Love You!
  10. 10. ESTABLISHING GOALS, ACCOUNTABILITY – GETTING PAID ON THE BOTTOM LINE! • S.E.O. and S.E.M. = R.O.I. • M.S.R. vs.“Covering The Nut” • “Delegate” vs. “Do” - Goals / Accountability • Conventional Media as part of S.E.M. • C.P.P.–Reach–Frequency–DOMINATION! • Establishing/Monitoring budgets – R.O.I. • WORK YOUR PAY PLAN!

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