The document discusses strategies for optimizing a dealership's internet sales department. It recommends establishing a dedicated internet sales team to handle all online leads from open to close. Key aspects include implementing a live scorecard to track performance, organizing the team into shifts to maximize call time, and integrating showroom staff to synergize online and in-person sales efforts. The goal is to create a continuous flow of customer appointments through a holistic and synergistic approach between the internet and showroom departments.

1. The New Internet
Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
seanb@dealersynergy.com
@seanvbradley
Your
photo
here

2. 2

3. 3
Current Situation Analysis
Overview
average showroom sales consultant sells 9.6 units per month

4. 4
10 sales people, 2 - 3 managers (plus F&I) for 360 “ups” and 96 deliveries!
360“ups”
96Sales team
Current Situation Analysis
Output
Deliveries

5. 5
Current Situation Analysis
Allocation
650400 250
Sales team
Fresh Internet leads Residual Flow Factor Total opportunities

6. 6
Current Situation Analysis
Conflict
Lack of respect . No support . Lopsided resources . No training

7. 7
Current Situation Analysis
Mis-match
Many dealers still do NOT recognize the SINGLE MOST POWERFUL Opportunity… the INTERNET! The way
they engage the Internet is NOT conducive to success.

8. 8
Current Situation Analysis
Division
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.

9. 9
Doing the SAME thing expecting DIFFERENT results
INSANITY

10. 10
Current Situation Analysis
Approach
What is the
right way?

11. 11
Internet Leads
Divide the leads
among showroom
staff
Segregated &
dedicated sales team
Team of Internet
sales
consultants
Current Situation Analysis
Approach

12. 12

13. 13
Action
A DEDICATED TEAM
Open to close in shifts.
Constant TEAM of phone sales
professionals AND follow up
experts.

14. 14
Evidence

15. 15
Examples

16. Scorecard
16

17. Scorecard Close Up
17

18. Scorecard Close Up
18
Live Scorecard

19. Scorecard
19

20. Scorecard Close Up
20

21. Scorecard Close Up
21
Live Scorecard

22. 22

23. Conserva1ve/Smaller
Department
450
Ac2ve
Opportuni2es
3
Coordinators
x
120
Calls
Per
Day
=
360
Total
Calls
a
Day
360
Calls
Per
Day
x
22
Working
Days
=
7920
Calls
x
14%
Connec1on
Rate
1108
Connec1ons
x
25%
Set
Rate
=
277
Appointments
277
Appointments
x
55%
Show
Rate
=
152
Ups
152
Ups
x
42%
Close
Ra1o
=
64
Units
23

24. 24
Proper Showroom Strategy

25. Reality
Check
Example
300
Cars
a
Month
27
Salespeople
Genera1ng
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
Addi1onal
Net
Units
25
Point
of
Diminishing
Return
on
Follow
Up
for
the
Showroom

26. Reality
Check
Example
26
189 Units + 54 Additional Net Units = 243 Total Units from the
Showroom

27. Reality
Check
Example
Because
of
the
shiN,
conven1onal
Showrooms
are
neglec1ng
the
6
OTHER
ways
to
sell
a
car.
27
● Phone Ups
● Internet Ups
● Walk Ins
● Be Backs
● Service Conversions
● Orphan Owners
● Referrals
● Prospecting

28. 28
Individual Production

29. 29
Team Synchronization

30. 30
Dealership Production

31. 31
Implementation
An interdependent “Internet” dealership.
Showroom dept
Internet dept
Synergistically setting up BOTH the Showroom department as well as the Internet department and then
INTEGRATING them together!

32. Showroom Liaisons
32

33. Point Guards
33
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.

34. Point Guards
34
Being a Point Guard should be considered a promotion
or a REWARD.

35. ● 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 Responsibilities
35

36. 36
Training & Certification Process for Sales
Professionals To Work With the Internet / BDC

37. 37
Process
PhoneEmail
Turn over
not ALWAYS necessary
Setting appts Confirmed appts
Appointment
showsText
Social Media
Video
Follow up

38. 38
CRM
Operations
protocol
Action
plans
Notes
Prospect
status
Database
segmentation

39. Department Organization
39
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

40. Department Organization (scheduling)
40
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

41. Department Organization (scheduling)
41
Point Guards Internet Sales Coordinators
Utilize Point Guards to augment scheduling requirements (weekend / time off)

42. How Do You Make Money In Service?
42

43. Maximizing Operations
43
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

44. You Wouldn’t Leave the BIG Game at Halftime
44

45. PRIME TIME
for connecting via the phones
45
Don’t Leave Money on the Table
6 - 8 P.M.

46. 46
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%
*
*

47. Evolu1on
47
BDC/Internet Department
Use the
Showroom
Bootcamp
Showroom Sales
Coordinator
Incubator
Training Promotion
in the following ways (cross pollinate)
SYNERGIZE

48. 48
Create ACCOUNTABILITY . Inspire GROWTH . Produce RESULTS
Sell More Cars

49. 49
You want to have a Holistic and Synergistic approach to Internet Sales / BDC.
Creating a continuous “customer appointment factory” is the GOAL.

50. 50

51. The New Internet
Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
seanb@dealersynergy.com
@seanvbradley
Your
photo
here
Please
visit
the
NADA
Pavilion
in
the
Expo
Hall
for
informa1on
on
accessing
electronic
versions
of
this
presenta1on
and
the
accompanying
handout
materials,
and
to
order
the
workshop
video
recording.