This document discusses strategies for internet managers to increase dealership return on investment (ROI). It recommends integrating the internet into sales processes using software to measure results. The manager should expand their role and responsibilities from just "closing" to also asking questions, getting involved in sales, and providing secretarial services to free up sales staff to sell more. Goals should be set for appointments, shows, and sales to work a performance-based pay plan and improve both the manager's compensation and the dealership's ROI.

1. Working Your Pay Plan On The Internet
by Increasing Your Dealer’s R.O.I.
Presented by
Phil Zelinger
President & CEO of

2. INTRODUCTION
• 30 Years of selecting “Best Practices”
• Real World Problems and Solutions

3. THE INTERNET FROM THE
DEALER’S PERSPECTIVE
•Common goals: sell more – make more
•Dealers are people too
•The dealer hired you to solve a problem
•Accountability – Internet R.O.I.

5. Dealer Web Sites
Found Most
Frequently Through
Entered dealer name in a search engine 36% Search Engines.
Entered car type in a search engine 25%
Entered brand name in a search engine 24% 59% found a dealer
Typed in URL for dealer site
19% Web site through a
Linked from a manufacturer site 18% search engine
17%
Saw an advertisement in the newspaper
Saw an advertisement on TV 12%
12%
Learned from a friend
Linked from an online advertisement 8%
7%
Linked from a third-party site
Heard an advertisement on the radio 7%
0% 20% 40% 60% 80% 100%
Percentage of Online Automotive Researchers
Who Visited Automotive Dealer Web Sites
Question: How did you locate the dealer Web site(s) you visited while researching your most recent or planned vehicle purchase or lease? (Select all
that apply.)
Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 403 (online automotive researchers who
visited dealer Web sites, US only)

6. How did you find the dealer?
100% 4% 1% 4% Online classifieds site
Percentage of Segment
4% 4% 10%
3% 6% 1% Auction site
7% 8% 10%
80% Search engine
16% 6%
14% Third-party site
19% Manufacturer site
60% 11%
17% Saw dealer’s ad in newspaper
13% 14%
Via friend or colleague
40% 15%
15% 11% Found dealer by random visit
9% Knew dealer
20%
32%
24% 20%
0%
Online Researchers who Researchers who
Note: Respondents who
automotive submitted RFQs e-mailed or answered, “None of the
researchers visited dealers above,” are excluded from
this chart: They represent
found online 27 percent of overall online
automotive researchers.
Lo Hig
w Degree of Dealer-Buyer Engagement h
Question: How did you find the dealer that you purchased your vehicle from? (Select one.)
Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 1,180 (online automotive researchers, US only), n = 192
(researchers who submitted RFQs, US only), n = 190 (researchers who e-mailed or visited dealers found online, US only)

7. RE-DEFINING YOUR ROLE –
C.C.C. VS. B.D.C.
•“Always Be Closing” – SELL YOURSELF AND YOUR DEPARTMENT
•Ask the questions first, then answer them!
•Get involved in the selling process
•Establish expanded areas of responsibility
•C.C.C. vs. B.D.C. – Re-define your role

8. INTEGRATE THE INTERNET
INTO SELLING PROCESSES
•Software – Use it or lose it!
•Inspect what you expect
•You can’t manage what you can’t measure
•Cross Boundaries- areas of responsibility!
•Be careful what you ask for

9. AREAS OF RESPONSIBILITY
INTERNET C.C.C. MANAGER - AREAS OF RESPONSIBILITY:
1) OUT-BOUND PHONE CALLS / CONTACTS
2) IN-BOUND PHONE CALLS / CONTACTS - Sales Calls
3) INTERNET SALES
4) LEASE RETENTION
5) GALLEY LISTS
6) THREE YEAR RETAIL PURCHASE
7) LETTERS – SALES AND SERVICE
8) INTERNET CLUB EMAILS AND SPECIAL PROMOTIONS
9) BUSINESS LINK
10) CUSTOMER SATISFACTION
GOALS: 4-5 appts. per day per person; sell one = 120 + appts. per month,
80 +/- show up = 20 units per person per month based on a 25% closing ratio.

10. The Sales and Service Staff Hate You
…. GET OVER IT – JOIN THE TEAM!
•Cross Train as much as possible
•Free everyone else up to sell cars/service
•Make appointments and provide
“secretarial” services and reports
•Improve their R.O.I. & They will Love You!

11. ESTABLISHING GOALS, ACCOUNTABILITY –
GETTING PAID ON THE BOTTOM LINE!
• S.E.O. and S.E.M. = R.O.I.
• M.S.R. vs.“Covering The Nut”
• “Delegate” vs. “Do” - Goals / Accountability
• Conventional Media as part of S.E.M.
• C.P.P.–Reach–Frequency–DOMINATION!
• Establishing/Monitoring budgets – R.O.I.
• WORK YOUR PAY PLAN!