Digital Dealer Recruit Screen Hire Workshop


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Ralph Paglia's presentation used during the 11th Digital Dealer Conference "Recruit Screen Hire" Workshop for car dealers in Las Vegas on October 6, 2011

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Digital Dealer Recruit Screen Hire Workshop

  1. 1. How to Recruit, Screen, Hire and Train Internet Sales Professionals for the Best and Greatest Likelihood of Success and Retention How important is it to hire and train the right people while building a sales team that can convert opportunities created by marketing into actual sales results? Paglia - Session #215 - Rm: Montego ABC Organizational development is more important than ever before…with many dealers losing staff while cutting costs during the depths of the recession, those that are growing their business need effective strategies, tools and tactics for attracting, screening and hiring the best Internet sales professionals with the greatest chance of achieving their own personal success, as well as sales productivity for the dealership. This session will explore organizational development strategies, recruiting, screening, hiring and training tools as well as the materials and processes that the most successful dealers in America have been using for years, and are being used today as a means of increasing success in the hiring process. Ralph Paglia will share the tools and processes he has used to build some of the most successful Internet sales departments in America while teaching attendees what the essential "must haves" are, and how to get them when seeking to grow your sales departments into high performance digital marketing to sales conversion engines.
  2. 2. Growing Your Internet Staff from 10 to 300 Cars per Month
  3. 3. Courtesy Chevrolet in Phoenix, AZ became the USA’s leading Internet retailer of new and certified used Chevrolet vehicles… Human Resource Development was the key (secret sauce) to success.
  4. 4. 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.
  5. 6. <ul><li>Training </li></ul><ul><li>Compensation </li></ul><ul><li>Benefits </li></ul><ul><li>Supportive Team </li></ul><ul><li>People Matter </li></ul><ul><li>Career Growth </li></ul>
  6. 12. Hire The Winners Assessment: Accurate Results in 20 Minutes Hire The Winners Report and Assessment Example
  8. 14. No dealership has unlimited process execution capabilities…
  9. 15. Dealer Lead Management Process Map Growing Your Internet Sales Team Requires that you Define what Your Internet Process Should Look Like…
  10. 16. <ul><li>New Chevrolet Internet Sales </li></ul><ul><li>Used Car Internet Sales </li></ul><ul><li>Bell Road Internet Sales </li></ul><ul><li>Commercial Internet Sales </li></ul><ul><li>New Chevrolet BDC </li></ul><ul><li>Used Car BDC </li></ul><ul><li>Wholesale Parts BDC </li></ul><ul><li>eFinance Sales Team </li></ul>Growing Your Internet Sales Team works best when it occurs “Organically” and is Specialized Courtesy Chevrolet is a single point Chevy dealer with (at one time) 3 fully staffed BDC Team’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales professionals are identified as follows: Organic Growth Let’s Take a Look at How It Happened…
  11. 17. Courtesy Chevrolet CRM/eBusinessTeams as of August, 2005 Ralph Paglia Begins at Courtesy as eBusiness Director BDC Manager New & Used Vehicle Sales Dept. Internet Sales Manager New & Used Vehicle Sales Dept. CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 Phase 1 Sales Results: Internet sales averaged 88 units per month (new & used) BDC generated sales averaged 92 units per month (new & used) Mike Gordon IT Director
  12. 18. Courtesy Chevrolet CRM/eBusiness Teams as of December, 2005 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 CSR 9 CSR 10 CSR 11 CSR 12 Mike Gordon IT Director Split & Grow Split & Grow <ul><li>Phase 2 Team Expansion: Internet split into new and used managed teams BDC split into new and used managed teams CRM administrative position added (showroom) </li></ul>New Position New Position New Position 80 sales 70 sales 40 sales 40 sales
  13. 19. Courtesy Chevrolet CRM/eBusiness Teams as of July, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Patrick Miller Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Designated Sales Consultants Certified to Handle Internet Lead Appointments Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team Lisa Esquivez eFinance BDC Omara Spriggs ef inance Sales 100 sales 90 sales 60 sales 50 sales 25 sales 35 sales New Team New Position <ul><li>Phase 3 Team Expansion: Special eFinance team Courtesy-on-Bell ISM </li></ul>Courtney Daly eFinance Admin.
  14. 20. Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations
  15. 21. 90,000+ Outbound Phone Calls / Month
  16. 22. Document Roles & Responsibilities for All Internet Sales Positions
  17. 23. * July 2006 Interactive Marketing Budget Document Pay Plan & Bonus Structure that reflects taller Internet sales funnel
  18. 24. Lead Volume puts pressure on response times as a factor of staffing levels!
  19. 25. Organizational Structure Determines Process Capabilities and Monitoring Top 4 Ways to Close More Sales to Leads Received Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry Purchase Respondents* who DID NOT experience the attribute % of Purchase* among the Leads who DID Experience the attribute Statistical Correlation Factor of Response attribute with Vehicle Purchase #1 Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 17% 27% 11 #2 Send Price Quotes by Email to Customer 20% 27% 9 #3 Contact Customer more than once by Email and Telephone (within First 24 Hours) 21% 25% 5 #4 Make sure Customers are either Completely or Very Satisfied with the Lead Response 21% 24% 3
  20. 26. 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 Staffing Determines Process Execution Capabilities and Monitoring
  21. 27. Lead Process Maps should be indexed to email templates, phone scripts and word tracks so that dealership employees have a “paint by numbers” guide to what is expected when a lead is received. This process map focuses on the first 12 hours after a new lead is received.
  22. 28. Lead Process Maps should contain brief explanations for the logic and execution tips 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 the right template or document when they see it in their CRM tool.
  23. 29. When Lead Process Maps are indexed to correspondingly numbered email templates, phone scripts and word tracks, the dealership is far more likely to execute the repetitious tasks that create customer experiences which correlate with higher sales closing ratios. The best process maps break down email and phone contact processes into separate flows so that they can be executed by different resources when scaling up lead volumes and organization structures.
  24. 30. Although many car guys will say they believe in the concept of following up until prospects either buy or die… Large scale lead generation through highly effective marketing practices requires 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 assigning them to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 days Have a defined process for “closing out” unsold leads
  25. 31. LMP Scoring Index Objective Review of Dealership Employee Lead responses encourages consistency and creates a numeric accountability – an LMP Report Card for Dealer or GM review…
  26. 32. Nothing has more impact on results than phone contact with the customer! Outbound phone calls, ongoing phone follow-up and responding to emails requires adequate staffing and skill levels
  27. 33. Telephone Process <ul><li>85% of Web visitors who contact the dealership before coming into the showroom, use the phone </li></ul><ul><li>Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios </li></ul><ul><li>Phone Follow-Up Sales Strategy: </li></ul><ul><li>Focus on having a set of objectives in front of us, each time we make an email follow-up call </li></ul><ul><li>Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response </li></ul>
  28. 35. <ul><li>Top 10 Reasons To Use Hire The Winners </li></ul><ul><li>Find out why your lowest producers aren't producing. </li></ul><ul><li>Learn what the potential is of every sales consultant on your team. </li></ul><ul><li>Discover opportunities for improvement for each sales consultant and how you can focus your training for immediate improvement. </li></ul><ul><li>HTW can show you how to find and recruit excellent talent to grow and improve your sales team. </li></ul><ul><li>HTW has tools to help make informed hiring decisions and get best talent available. </li></ul><ul><li>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). </li></ul><ul><li>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. </li></ul><ul><li>HTW provides you with tools that show you what the sales applicant can and can't do when put into the automotive sales situation. You will know in 20-30 minutes the potential of every candidate. </li></ul><ul><li>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). </li></ul><ul><li>(see link below) </li></ul>Free Trial:
  29. 36. <ul><li>Recruiting 2.0 </li></ul><ul><ul><li>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! </li></ul></ul><ul><ul><li>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) </li></ul></ul><ul><ul><ul><li>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.” </li></ul></ul></ul><ul><ul><li>For those that make it through the interview & screening process either we’ll conduct the training or you can. (We have multiple packages) </li></ul></ul><ul><ul><li>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! </li></ul></ul><ul><li>Low Fee, Turn Key, With A Satisfaction Guarantee! </li></ul><ul><li>25% discount for all attendees present! </li></ul>Video From Craig | 800-878-5090 Actual Graduate Class
  30. 37. <ul><li>Ralph Paglia </li></ul><ul><li>Cell: 505-301-6369 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Reference Links: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>