Creating the Internet Dealership Model - Digital Dealer Workshops - Cherry Hill, NJ

Creating the Internet Dealership Model
Will Increase Volume and Gross by 50%
Sean V. Bradley, CSP
Sean V. Bradley, CSP I Dealer Synergy I Founder & President I seanb@DealerSynergy.com

Creating the Internet Dealership Model
Will Increase Volume and Gross by 50%

Follow my Roadmap and you will Succeed!
100 Units a month
$200,000 gross a month
You will see a 50 unit increase per month
You will see $100,000 gross increase per month
Overall your dealership will see $1,200,000 gross in 1 year
$2,000 AGPC (Average Gross Per Copy)

Everything begins with a choice
Change the way you do business or remain in your current state.

You
CAN
change your paradigm

The Internet & Phones
are the New Showroom.
Current Situation Analysis
Overview

EVERYTHING is on the Internet
Overview

92-99% of Americans go Online
before they step foot into the dealership.
Overview

NADA says that in market buyers
only visits 1.2 dealerships before making a
purchase.
Overview

85% of all transactions start on search.
Overview

The average Sales Consultant sells 9.6 units
per month.
Overview

10 sales people, 2 - 3 managers (plus F&I) for 360 “ups” and 96 deliveries!
360“ups”
96Sales team Deliveries
Output

650400 250Fresh Internet leads Residual Flow Factor Total opportunities
Allocation

Lack of respect . No support . Lopsided resources . No training
Conflict
Showroom
Department
Internet
Department

Many dealers still do NOT recognize the SINGLE MOST POWERFUL Opportunity… the INTERNET! The way
they engage the Internet is NOT conducive to success.
Mismatch

Dealers that do recognize the Internet is the ultimate opportunity for profound growth and success, they
almost all fail to implement a true holistic approach.
Division

Doing the SAME thing expecting DIFFERENT results
INSANITY

What is the
right way?
Approach

Internet Leads
Divide the leads
among showroom
staff
Segregated &
dedicated sales team
Team of Internet
sales
consultants
Approach

A DEDICATED TEAM
Open to close in shifts.
Constant TEAM of phone sales
professionals AND follow up
experts.
Action

Here are 4 of our 23 National Success Stories.
Evidence

Example

Scorecard

Scorecard Close Up
Live Scorecard

Conservative/Smaller Department
450 Active Opportunities
3 Coordinators x 120 Calls Per Day = 360 Total Calls a Day
360 Calls Per Day x 22 Working Days = 7920 Calls x 14% Connection Rate
1108 Connections x 25% Set Rate = 277 Appointments
277 Appointments x 55% Show Rate = 152 Ups
152 Ups x 42% Close Ratio = 64 Units

Proper Showroom Strategy

300 Cars a Month
27 Salespeople Generating 111 units from Phone/Internet
Department
189 Remaining Units from the Showroom
27 Salespeople / 189 Units = 7 Units Per Salesperson
8 Ways to Sell a Car - 2 Ways (Phone/Internet) = 6 Ways
Increase 2 Units x 27 Salespeople = 54 Additional Net Units
Point of Diminishing Return on Follow Up for the Showroom
Reality Check Example

189 Units + 54 Additional Net Units = 243 Total Units from the
Showroom
Realty Check Example

Because of the shift, conventional Showrooms are neglecting the
6 OTHER ways to sell a car.
● Phone Ups
● Internet Ups
● Walk Ins
● Be Backs
● Service Conversions
● Orphan Owners
● Referrals
● Prospecting
Realty Check Example

Team Synchronization

An interdependent “Internet” dealership.
Showroom
Department
Internet
Department
Synergistically setting up BOTH the Showroom department as well as the Internet department and then
INTEGRATING them together!
Implementation

Showroom Liaisons

Point Guards are Hybrid Professionals functioning
as BOTH Sales Consultants and Internet Coordinators.
Besides being a sales professional they should be able
to handle calls and function EXPERTLY on the phone.
Point Guards

Being a Point Guard should be considered a promotion
or a REWARD.
Point Guards

Point Guard Responsibilities
Perpetuate
Departmental
Momentum
Substitute
Teacher
T.O. Manager
Take Inbound
Phone Ups
Share
Automotive
Knowledge with
the Internet
Department.
Possess the
ability to
provide the
selling
component to
a prospect.

Point Guard Scorecard

Training & Certification Process for Sales
Professionals To Work With the Internet / BDC
Train
&
Certify

PhoneEmail
Turn over
not ALWAYS necessary
Setting appts Confirmed appts
Appointment
showsText Video
Follow up
Process

Operations
protocol
Action
plans
Notes
Prospect
status
Database
segmentation
CRM

Department Organization
Production Ratio for 100 Units
Internet Director Point Guards Internet Sales Coordinators
1
2 3 4
5
600 Fresh Leads + 400 Carry Over Leads = 1,000 Opportunities

Monday, Wednesday, Friday 9 - 6
Tuesday & Thursday 11 - 8
Rotating On Weekends
Team 1 (odd)
Internet Sales Coordinators
Monday, Wednesday, Friday 11 - 8
Tuesday & Thursday 9 - 6
Rotating On Weekends
Team 2 (even)
Internet Sales Coordinators
Cover Staffing Shortfalls  
Excluding Weekends
Team 3 (flex)
Internet Sales Coordinators 
1
2
3 4
5
Sales Consultants Point Guards
Department Organization (Schedule)

Point Guards Internet Sales Coordinators
Utilize Point Guards to augment scheduling requirements (weekend / time off)
Department Organization (Schedule)

How Do You Make Money In Service?

Team 1: 9a - 6p (M, W, F) 11a - 8p (T, TH)
Team 2: 11a - 8p (M, W, F) 9a - 6p (T, TH)
9 - 11 Lost A.M. productivity
6 - 8 Lost P.M. productivity
Maximizing Operations

You wouldn’t quit halftime
in game 7 of…

PRIME TIME
for connecting via the phones
6 - 8 P.M.
Don’t Leave Money on the Table

4 hours of inactivity per day
results in a 22% reduction in
daily productivity.
18 working hours per day - 4 lost production hours per day = 12 hours worked
12 hours worked
4.5h x 100% = 22%
*
*

Evolution
BDC/Internet Department
Use the
Showroom
Bootcamp
Showroom Sales
Coordinator
Incubator
Training Promotion
in the following ways (cross pollinate)
SYNERGIZE

Create ACCOUNTABILITY Inspire GROWTH Produce RESULTS
Sell More Cars

You want to have a Holistic and Synergistic approach to Internet Sales / BDC.
Creating a continuous “customer appointment factory” is the GOAL.

JOIN THE

SUBSCRIBE TO

Questions?

Contact Info
Full Name: Sean V. Bradley, CSP
Company: Dealer Synergy
Job Title: Founder & President
Email: seanb@dealersyenrgy.com
Share an important
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Creating the Internet Dealership Model - Digital Dealer Workshops - Cherry Hill, NJ

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Creating the Internet Dealership Model - Digital Dealer Workshops - Cherry Hill, NJ