MasterClass - How to Properly Qualify & Utilize a Needs Assessment Worksheet
Rpaglia
1.
2. Department Staff and
Human Resource Mangment
Ralph Paglia
President Automotive Media Partners, LLC
3. Ralph Paglia
Ralph has 20+ years of leadership in
information technology enabled automotive
strategy and tactical implementation. Expert
at development requirements, value
propositions and performance
measurement. Experienced in using market
research to improve results from people,
process and technology. Organizational
development guru. Industry leader in using
B2C and B2B Web 2.0 interfaces as a
differentiator. Creative problem solver with
history of developing new techniques later
adopted as industry best practices
4. Best Practices for Screening, Selecting
and Hiring Dealership Employees
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?
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.
5. Introduction and Background:
www.ADMPC.com
Ralph Paglia
President
Automotive Media Partners, LLC
Led build-out and development of
Tier10’s Digital Marketing, Advertising and Social
Media Strategies, Tactics and client service capabilities
Automotive Digital Marketing Professional Community creator and Editor-in-Chief
Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers…
Ran 1st retail automotive Behavioral Targeting Digital Advertising program…
Internet Sales & Marketing Consultant to Ford, Mercedes-
Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…
Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access
to post vehicle inventory listings on defense contractor BBS’s…
7. 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.
8. “This is a people business…”
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.
9.
10. Create a Video that showcases why
People want to Work for Your Dealership
• Training
• Compensation
• Benefits
• Supportive Team
• People Matter
• Career Growth
11. Use Video Role Play Assessment
• Pre-Screen Applicants
• Identify Training Opportunities
• Invest Time with the Most Qualified Candidates
• Use as a Recruiting Tool
• Ideal for Social Media based Recruiting
• Don’t waste valuable ($$$) management
interview time on applicants destined to fail!
18. Growing Your Internet Sales Team Requires that you Define what
Your Internet Process Should Look Like…
Dealer Lead
Management
Process Map
19. Organic Growth
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:
1. New Chevrolet BDC 5. New Chevrolet Internet Sales
2. Used Car BDC 6. Used Car Internet Sales
3. Wholesale Parts BDC 7. Bell Road Internet Sales
4. eFinance Sales Team 8. Commercial Internet Sales
Let’s Take a Look at How It Happened…
26. Document Pay Plan &
Bonus Structure that
reflects taller Internet
sales funnel
* July 2006 Interactive Marketing Budget
27. Lead Volume puts pressure on response times
as a factor of staffing levels!
28. Organizational Structure Determines Process Capabilities and
Monitoring Requirements…
% of Statistical
Top 4 Ways Purchase
Purchase* Correlation
to Close Dealer Response Attributes Respondents*
among the Factor of
who DID
More Sales Experienced by Customers within NOT
Leads who Response
attribute
to Leads DID
Received 24 hours of Submitting an Inquiry experience
the attribute
Experience with Vehicle
Purchase
the attribute
Make Direct Phone Contact with Customer
#1 (after sending Email w/availability & prices) 17% 27% 11
#2 Send Price Quotes by Email to Customer 20% 27% 9
Contact Customer more than once by Email
#3 and Telephone (within First 24 Hours) 21% 25% 5
Make sure Customers are either Completely or
#4 Very Satisfied with the Lead Response 21% 24% 3
29. Staffing Determines Process Execution Capabilities and
Monitoring Requirements…
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
30. 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.
31. 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.
32. 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.
33. 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.
34. 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.
35. Have a defined process for “closing out” unsold leads
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
36. 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…
37. 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
38. Telephone Process
85% of Web visitors who contact the dealership
before coming into the showroom, use the phone
Direct Phone contact (after responding to an
Internet lead by email), has the greatest impact on
increasing sales closing ratios
Phone Follow-Up Sales Strategy:
Focus on having a set of objectives in front of us,
each time we make an email follow-up call
Word Track Forms (scripts) are used for training
and collecting customer information during each
call that is made immediately after sending
personalized email response
39.
40. Top 10 Reasons To Use “Hire The Winners”
1. Find out why your lowest producers aren't producing.
2. Learn what the potential is of every sales consultant on your team.
3. Discover opportunities for improvement for each sales consultant and how you can focus
your training for immediate improvement.
4. HTW can show you how to find and recruit excellent talent to grow and improve your sales
team.
5. HTW has tools to help make informed hiring decisions and get best talent available.
6. 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).
7. 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.
8. 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.
9. 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).
10. (see link below)
Free DMSC Trial: www.hirethewinners.com/adm
41. AutoMax Recruiting & Training
Actual Graduate Class
Recruiting 2.0
◦ 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!
◦ 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)
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.”
◦ For those that make it through the interview & screening process either we’ll conduct the training or
you can. (We have multiple packages)
◦ 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!
Low Fee, Turn Key, With A Satisfaction Guarantee!
25% discount for all attendees present!
AutoMaxRecruitingAndTraining.com | 800-878-5090 Video From Craig
42. Questions and Answers…
Ralph Paglia
Cell: 505-301-6369
RPaglia@gmail.com
www.RalphPaglia.com
Reference Links:
http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://www.hirethewinners.com/adm
http://www.Automax.com
