Working Your Pay Plan On The Internet
by Increasing Your Dealer’s R.O.I.
President & CEO of
• 30 Years of selecting “Best Practices”
• Real World Problems and Solutions
THE INTERNET FROM THE
•Common goals: sell more – make more
•Dealers are people too
•The dealer hired you to solve a problem
•Accountability – Internet R.O.I.
Dealer Web Sites
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
Saw an advertisement in the newspaper
Saw an advertisement on TV 12%
Learned from a friend
Linked from an online advertisement 8%
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
Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 403 (online automotive researchers who
visited dealer Web sites, US only)
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
14% Third-party site
19% Manufacturer site
17% Saw dealer’s ad in newspaper
Via friend or colleague
15% 11% Found dealer by random visit
9% Knew dealer
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
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)
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
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
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.
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!
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.
• Establishing/Monitoring budgets – R.O.I.
• WORK YOUR PAY PLAN!