Sean V. Bradley CSP is a worldwide, expertly trained Consultant, Speaker and Trainer. He is a 5-time NADA/ATD convention speaker, FranklinCovey Certified Facilitator, National Speakers Association member, where he recently received his CSP designation, and a State Association Speaker and Trainer. Sean has so many accomplishments, it’s hard to list them all. Sean started Dealer Synergy over 10 years ago, but has been in the automotive industry over 15 years. He has spoken at over 100 NCM and NADA 20 Groups. Sean learned the business from the ground up. Beginning as a sales consultant, he has since held positions at dealerships as Sales Manager, Internet Sales Manager, Special Finance Manager and Business Development Director. At his first dealership, he averaged over 30 units per month, taking the sale from start to finish. On the heels of his success, Sean was recruited to a Dealer Group, Pine Belt Automotive, where he moved their Nissan/Kia/Cadillac store from 20 units per month online to over 110! He repeated those results two years later when he took over the Internet Department of a major Nissan store in the Philadelphia market, and grew their volume from 27 to over 100 units per month. Sean V. Bradley knows the automotive industry. He has studied what works, and in turn, developed a guaranteed system to make your dealership more profitable. He has the tools for you to be successful and he can make your dealership the best it can be.

1. The Blueprint to Building an Internet Dealership
Sean V. Bradley, CSP
Founder and President
Dealer Synergy
seanb@dealersynergy.com
Title Sponsor

2. About Me
● Over 19 Years in the Automotive Industry
● President & Founder of Dealer Synergy
● Averaged 30+ Units per month
● Delivered 110 Units per month Online in 2002
● 31,000 Automotive Sales Professionals,
Managers, and Owners trained
● 1,200 Rooftops trained
● Best-Selling Author of “Win the Game of
Googleopoly”

3. About Me

4. Thesis Statement
The Internet and Phones are
the NEW Showroom!

5. Dealers Must CHANGE
Change Their Paradigm

6. Dealers Must CHANGE
Change The Way They Allocate Resources
Human Resources / Staff
Marketing Budget

7. Dealers Must CHANGE
Change The Way They Recruit / Hire

8. Dealers Must CHANGE
Change The Way They Train Their Team

9. Dealers Must CHANGE
Change The Way They Utilize:
Products
Resources
Technology
Vendors

10. Dealers Must CHANGE
Change The Way They Communicate With Prospects / Clients

11. Dealers Must CHANGE
Change Their Follow Up Process

12. Dealers Must CHANGE
Change Their Engagement Process

13. Current Situation Analysis
of ALL Transactions START on search…

14. Current Situation Analysis
of Americans go online before they step
foot into a Dealership.

15. Current Situation Analysis
The Average Internet Prospect visits up to
different websites and/or Dealerships before they
ever go in person.

16. Current Situation Analysis
The Average “In Market” Buyer ONLY visits
Dealerships.

17. Current Situation Analysis
Bottom Line…
If you get them to your Dealership, unless something goes
wrong at the Dealership or they are NOT qualified...they are
getting SPOTTED.

18. The TOP 7 Reasons
“Why People Go Online or Call in as a Phone Up”
P.
R.
A.
C.
T.
I.
C.
E.
- Price
- Research
- Availability
- Convenience
- Trade
- “I Hate Car Salesman”
- Credit
- Everything Else

19. Current Communication Metrics and Reality
Outbound Phone Calls
connect at an 11-14%
Connection Ratio.

20. Current Communication Metrics and Reality
have an average 2-4% Read-Open Ratio.

21. Current Communication Metrics and Reality
96% of
Text Messages
get read.

22. Current Communication Metrics and Reality
The Majority of Dealerships do NOT utilize powerful forms of
communication consistently or at all:
Video Email / Video Text Messaging
Apple FaceTime / Skype
Social Media Direct Messaging “DMs”

23. Current Communication Metrics and Reality
Video Enhances ALL Forms of Communication:
Just adding “Video” in an email subject line increases read-open rates by
19%.
Video in an Email (Video Email) increases read-open rates by up to 300%.
Video in Text (Video Text Messaging) gets read up to 99% of the time.
1 Minute of Video is equivalent to 1.8 Million Written Words.

24. Current Communication Metrics and Reality
Majority of Dealerships do NOT Articulate their
Value Package Proposition
(Why Buy From Us? Message)

25. Current Dealership / Sales Consultant Profile
The Average Dealership delivers
per Month.

26. Current Dealership / Sales Consultant Profile
The Average Dealerships’ Average Cost Per Sale in
Advertising is
per Car Sold

27. Current Dealership / Sales Consultant Profile
The Average Dealership has:
10 Sales Consultants
2 Sales Managers
A General Manager and/or a General Sales Manager
An F&I Manager

28. Current Dealership / Sales Consultant Profile
The Average Dealership Invests
LESS Than $1,000 per month
in Training.
Less than $100 per Sales Person per Month in Training and less than $10 per Car
Sold per Month.
The Average Dealership has a 70%+ Attrition Ratio on the Showroom Floor.

29. The Difference Between an Internet Department and a “BDC…”
Internet Sales
Phone Sales
Unsold Showroom Follow-Up
Data Mining
Equity Mining
Lease Retention
Service BDC
Service Conversions
OEM Campaigns
Buy Backs
Cross-Promotional Marketing
CSI
A BDC...

30. of BDCs are
Broken or Not Profitable

31. The BEST Way to Build a “BDC” is with a Solid Foundation
Internet Sales
Phone Sales
After those are in rhythm then roll out the next module and
then the next, etc.

32. Current Challenges in the Average Dealership
There is a disconnect between the
“Internet / BDC” and the “Showroom” Departments.
Most Dealerships are NOT Set Up Correctly.
Dealerships react to leads / opportunity rather than set up a Proactive Strategy.
There is not an appropriate allocation for resources (both money or staff).

33. Current Challenges in the Average Dealership
Turnover is High
at the Dealership.

34. Current Challenges in the Average Dealership
CRM is NOT Utilized Correctly
or held Accountable.
CRM data is compromised and not dependable.

35. Current Challenges in the Average Dealership
Sales Consultants are NOT Productive.
They utilize ONLY 2-3 of the 8 Potential Ways to Sell an Automobile.
They are not able to truly provide the right amount of follow up needed for Internet Prospects.
They also do not utilize all of the different ways to communicate with prospects.
This leads to missed opportunities and “Bought Elsewheres.”
They usually catch the “Low Hanging Fruit.”
Sales Consultants are NOT given the proper training and resources for selling in 2018
We assume they know everything. We expect them to just magically be able to do everything and do it commission based…with no money upfront!
They are NOT versed in CRM.
They do NOT work synergistically with the Internet Sales Department.

36. Current Challenges in the Average Dealership
Internet Sales Coordinators / BDC Reps
There usually isn’t enough of them.
They usually do not have the right schedule.
They don’t have the right pay plan.
They are doing too many things and spread too
thin. “A Jack of all Trades and a
Master of None.”
There really isn’t a strategy.
Very little to no training.
Not really included into the same resources and information as
the Showroom Sales team.
Second rate citizen...they are not as important as Showroom or
Showroom Sales Consultants
No real time “T.O.s”

37. Examples of Dealers Being “Upside Down”
Ford Dealership
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

38. Examples of Dealers Being “Upside Down”
Another Ford Dealership - Much Smaller
100 units per month
9 Sales Consultants, 3 Managers and a GM
1 Internet Director, 3 Part Time BDC Reps
Showroom has less than 200 Ups per month
BDC Does EVERYTHING, has 260 fresh leads, 300 RFF,
hundreds of ROs, hundreds of Be-Backs etc…
BDC is responsible for 49 units
Take away BDC, the Showroom is ONLY averaging 5.7 units a piece!
They are missing 30+ on the Showroom Side and
another 30-40+ on the Internet Side!

39. The Solution...
....is building an
“Internet Dealership”
A TRUE Hybrid Scenario

40. S.W.O.T. Your Dealership
S.W.O.T. Your Dealership on the “4 Ps”

41. S.W.O.T. Your Dealership
Products (Resources)
Website(s), CRM, Call Monitoring, Inventory,
Pricing Tools, Computers, Phones, Video,
Tablets, Software, etc...

42. S.W.O.T. Your Dealership
People
HR / Recruiting, Job Descriptions, Schedule,
Pay Plan, Motivation, Training,
Accountability, etc...

43. S.W.O.T. Your Dealership
Process
S.O.P.s - What to Do, When to Do It, How
to Do It, and Why We Are Doing It.

44. S.W.O.T. Your Dealership
Process
Inbound/Outbound
-Phone Process
-Email Process
-Text Messaging Process
-Video Communication Process
-Apple Facetime / Skype
-Video Email
-Video Text
Inbound/Outbound
-Chat Process
-Social Media DM Process

45. S.W.O.T. Your Dealership
Process
All Other Processes, etc…
Appointment Process
Appointment Confirmation
Missed Appointment Process
Dead Deal Process
T.O. Process
One on One Process
Follow Up Process
Engagement Process

46. S.W.O.T. Your Dealership
Promotions (Marketing / Advertising)
Conventional - ?
Digital - ?
Total - ?
Cost?
Receive?
Generate?
NET Profit?
Average Cost Per Sale
Per Car Sold in Advertising?
Per Source?
Per Sales Person?

47. S.W.O.T. Your Dealership
PRIORITIZE Your “4P” Assessment
Identify / Bullet Point ALL of the things that are NOT set
up, not purchased, broken, missing, etc…
NOW after they are ALL identified and bullet pointed, go
back and out them in PRIORITY order. You must create a
“checklist” but must prioritize it.

48. Begin With the End in Mind
How many units per month do I want to sell from my Showroom side?
How many units per month do I want to sell from my Internet (email)
opportunities?
How many units per month do I want to sell from my Phone Up opportunities?
How many units per month do I want to sell from my BDC activities?

49. Reverse-Engineer the Road Map!
How many Fresh “Ups” do I need to drive the
Showroom this month?
How many Ups does my Showroom Sales Team need to contribute / drive to the
Showroom?
How many Showroom Sales Consultants do I need to have to handle these
opportunities the right way?

50. Reverse-Engineer the Road Map!
How many Internet Purchase Requests do I need to
buy or generate this month?
-How many from the OEM?
-How many from my website?
-How many from 3rd Party Lead Source Providers, Online Classifieds, etc…?
-How many from Digital Marketing?
-How many reps do I need to handle these opportunities correctly?
-Internet Coordinator / BDC Reps
-Internet Sales Consultants / “Point Guards”?

51. Reverse-Engineer the Road Map!
How many Phone Ups do I need to generate this month?
From the Conventional Sources?
From the Digital Sources?
How many reps do I need to handle the Phone Ups correctly?

52. Reverse-Engineer the Road Map!
How many BDC opportunities do I need to generate this month?
Data Mining / Equity Mining
Unsold Showroom Traffic
Lease Retention
Special Finance
Cross Promotional Marketing
Fleet
How many reps do you need to manage these leads?

53. Map It Out
Start with Mapping out
the “NEW” Showroom
Sales Team, utilizing
the “Money Mind
Mapp” Strategy
(Individual)
= 30 Total Units Sold

54. Map It Out
Start with Mapping out
the “NEW” Showroom
Sales Team, utilizing
the “Money Mind Mapp”
Strategy
(Dealership)
= 300 Total Units Sold
200
200
200
640
800
300
400
100
100
160
160
10
20
20
200
200
100
160
160
10
20
20
10
20
50
80
80
10
10
10

55. Map It Out
Next - map out the
Internet Sales and Phone Sales Strategy
utilizing the
“Money Mind Mapp.”

56. There are
7 MAIN THINGS
you need for your plan to work...

57. The 7 Main Things
1. Vision…
Where are you going? What is the
mission? And FAILURE IS NOT
AN OPTION!

58. The 7 Main Things
2. Opportunities…
You NEED LEADS! You can NOT
sell something to NO ONE.

59. The 7 Main Things
3. People…
You need to have the RIGHT people and the RIGHT
AMOUNT of people working these opportunities!

60. The 7 Main Things
4. A Plan…Process, Structure.
A Standard Operating
Procedure for EVERYTHING.

61. The 7 Main Things
5. Training...
Your people from the TOP down
need to be fully trained.

62. The 7 Main Things
6. Accountability / Tracking...
EVERYTHING needs to be tracked. NOT just the things your
dealership has always tracked.
People 4 Ps
Technology Vendors
Activities Managers
EVERYTHING!

63. The 7 Main Things
7. Evolve, Adapt and
Improvise...FITFO

64. Implementation
HR / Recruiting
Recruit Different!
www.AutomotiveSalesCareers.com
HR Recruitment Videos

65. Implementation

66. Implementation

67. Implementation

68. Implementation
HR / Recruiting
Use:
Create a “Pro Pay Plan” Strategy
-Employees Network
-CONVENTIONAL Media!
-Colleges/Universities/Tech Schools
-Internships
-ALL Internet Means...like a Digital
Marketing Strategy
-Your Website
-ALL Social Media
-Email Blasts
-PAID Facebook Ad Manager
-PAID OTHER Social Media

69. Implementation
CRM (Set Up & Training)
Types:
Walk-In
Phone
Email
Text
Social Media
Chat
Other

70. Implementation
CRM (Set Up & Training)
Source:
Be Ultra Specific
Limit Options
Status:
Active
Inactive
Sold
Future
N/A

71. Implementation
CRM (Set Up & Training)
Action Plans
Internet After Hours
Phone Sold
Showroom Dead

72. Implementation
CRM (Set Up & Training)
Templates / Scripts
Video Email Template Library

73. Rate sessions & download PPT decks on the Digital Dealer mobile app.
Implementation
CRM
(Set Up & Training)

74. Implementation
CRM
(Set Up & Training)

75. Implementation
CRM (Set Up & Training)
Text Template Library
HTML Template Library

76. Implementation
CRM (Set Up & Training)
Training
CRM Company
CRM Content
CRM Strategy
CRM Customization

77. Implementation
Communications
Phone & Voicemail
Text Messaging
Email
Video

78. Implementation
Communications
Apple Facetime/
Skype

79. Implementation
Communications
CoVideo -
Video Email

80. Implementation
Communications
CoVideo -
Video Email

81. Implementation
Communications
Video Text Messaging
Social Media DMs

82. Implementation
Value Package Proposition (Why Buy)
P.
R.
A.
C.
T.
I.
C.
E.
- Price
- Research
- Availability
- Convenience
- Trade
- “I Hate Car Salesman”
- Credit
- Everything Else

83. Implementation
Value Package Proposition (Why Buy)
Military/First Responders
First-Time Buyers
Women
Students
Teachers
Service Perks
Daycare Service
Free Food
Community
Involvement

84. Implementation
Value Package Proposition (Why Buy)

85. Implementation
Value Package Proposition (Why Buy)

86. Implementation
Training
Pay Plan
Dealership
Bonus / Spiffs
OEM Spins
Dealership Information
Orientation
Employee Handbook
Mission/Vision Statement
Community Involvement
OEM Incentives, Rebates,
Programs, Specials
Inventory
New
Used
Unique
Communication Resources / Types
Phone
Text
Email
Video
Conference
Text
Chat
Social Media & Chat

87. Implementation
TrainingTechnology
Computers
Tablets/iPads
Search/Search Engines
Google
YouTube
Apple Siri
Amazon Alexa
Telephones/Headsets
Typing
Spelling
Grammar
Chat
Technology
CRM
Ecosystem
Templates/Scripts
Action Plans/S.O.P.s
Taking Notes
DMS
Dealer Website
Personal Website
Vendor Websites
Data/Equity Mining
OEM Technology
Hand-Raisers

88. Implementation
TrainingTechnology
Video/Video Production
YouTube
SEO
Microsoft Office
Word
Excel
PowerPoint
Online Reputation
Google Reviews Dealer Rater
Video Testimonials Cars.com
Yelp Edmunds.com
Technology
Social Media
Facebook
YouTube
LinkedIn
Instagram
Twitter
Pinterest
Social Media PAID Ads/
Campaigns

89. Implementation
Training
Personal Resources
Typing
Public Relations “PR”
(Positive Propaganda)
Networking
Referral Generation
Prospecting
Speaking
Appearance / Hygiene

90. Implementation
Integration of Showroom & Internet / BDC…
Showroom Sales Consultants into the Internet / BDC
BEFORE they go on the Showroom Floor, they must do a “tour” in the Internet / BDC
“Point Guards”
“Overflow” Showroom Sales / Internet / BDC “Up System”
Internet / BDC Reps onto the Showroom Sales Floor
Promoting Internet / BDC Reps into Internet Sales Consultants / Point Guards or even as a traditional
Showroom Sales Consultant.

91. Implementation
Explaining of the “Point Guard” Role
What are the responsibilities of a Point Guard?
“Substitute Coordinator”
“T.O. Manager” (Proactive and Reactive)
Appointment Confirmations
“B Team on the Relay Race”
Who should be a Point Guard?
Point Guard Pay Plan & Schedule
Point Guard Accountability

92. Implementation
Explain the Internet Coordinator Role
120 Outbound Calls Per Day
(11-14% Connection Ratio)
14-16.8 Conversations Per Day
(30-35% Appointment Made Ratio)
5-6 Appointments Per Day
(65-70% Appointment Show Ratio)
45% Selling Ratio

93. Implementation
31 Calendar Days
22 Employee Working Days
120 Calls per day x 22 = 2,640 Calls for the month
2,640 Calls x 12% = 317 Conversations
317 Conversations x 30% Appointment Made Ratio = 95
appointments
95 Appointments x 65% Appointment Show Ratio = 62
appointment shows
62 Appointment Shows x 45% Appointment Sold Ratio
= 28 Units
28 Units x 5 Reps = 140 Units
1.5 Reps = 600 Calls per Day x 22 Days = 13,200
Calls
28 units x 10 Reps = 280 Units
10 Reps = 1,200 Calls per Day x 22 = 26,400 Calls
EXAMPLE in March

95. We MUST Change our Paradigm

96. Perform a S.W.O.T
Assessment ASAP

97. We
Acknowledge What is
Broken, Not Working,
Not Set Up, etc...

98. Create a Plan with a Priority
Protocol on What to Fix,
Replace, or Secure...Take it
One Bite at a Time.

99. Begin with the End
Result in Mind...

100. Reverse-Engineer
Your Road Map

101. Form VOLTRON!
Showroom Strategy
Internet Sales Strategy
Phone Sales Strategy
BDC Strategy

102. Form VOLTRON!

103. Integrate all
Initiatives into one
“Ecosystem”!

104. STOP being
“Upside Down”! Allocate
PROPER resources
accordingly!

105. Create a NEW
and BETTER
HR/Recruiting Strategy

106. Create a NEW and
BETTER CRM
Strategy

107. Start to utilize ALL forms of
communication available to you for follow
up and engagement of BOTH prospects
and clients.

108. Create and master your
dealership’s
VPP

109. Train, Train, Train, Train, and
KEEP TRAINING!
Utilize a Virtual Training, Tracking, Testing and
Certification Platform and track the trajectory of each and
every one of your employees!

110. BUILD an
“INTERNET
DEALERSHIP” NOT an
Internet Department!

111. Questions?

112. ENJOY THIS SESSION?
Post about it on social media using the hashtag #IS20G!
Share some love for your favorite speakers!
Title Sponsor
Contact Info:
Sean V. Bradley, CSP
Founder and President - Dealer Synergy
267-319-6776
seanb@dealersynergy.com