Transcript Document 517018

Increase Your BDC
Production by 15-30%
WITHOUT Increasing Your Budget
A Top-Down Guide to Fostering Management Cohesion, Building Better
Internal Relationships, and Implementing Effective Process
Chris Sondesky | Executive Director | CF Search Marketing | [email protected]
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Retail Introduction
General Manager
Import Specialists
March 2004 – September 2007 (3 years 7 months)
Director of Business Development
AMA Cars, a division of MAACO Enterprises
GSM/eCommerce/Marketing Director
DeSimone, Inc. – DeSimone Auto Group
eCommerce, Marketing, & Business Development Director
Cherry Hill Dodge Chrysler Jeep | Cherry Hill Mitsubishi/Suzuki
KIA of Cherry Hill | FIAT of Maple Shade
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Intro
Top 1% FCA
Dealership Nationally
#2 CPO Nationally for
Three Years Running
#1 KIA Dealer in the
Philadelphia DMA
#4 Mitsubishi
Dealership Nationally
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
10,009 Showroom Ups
4,452 Car Deals
5 years
37,984 Shown Appointments
16,029 Sold Vehicles
9,597 Showroom Ups
3,959 Car Deals
7,786 Showroom Ups
3,318 Car Deals
6,699 Showroom Ups
2,794 Car Deals
3,893 Showroom Ups
1,506 Car Deals
CY2010
CY2011
CY2012
CY2013
CY2014
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Why are we here?
• We’ve abused emotion
for the sake of gross profit
• Consumers are using the
internet as a means to
safeguard their emotion
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
6
Why does it matter?
• 88-96% are using a desktop/laptop
• 75% of total shopping time happens online
• Users who spent minimal (1-4 hours) time researching
online visit 2.0 dealerships on average
(sourced: 2015 Automotive Buyer Influence Study Brochure | AT Multi Device Car Shopping Study | J.D. Power 2014-2015 New Autoshopper
Study | 2015 Car Buyer of the Future)
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
7
Why does it matter?
• Users who spent moderate (5-11 hours) time
researching online visit 2.5 dealerships on average
• Users who spent the most (12 hours or more) time
researching online visit 3.3 dealerships on average
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
8
Why more visits?
Quickly making a decision about who
NOT TO DO BUSINESS WITH
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
9
Why improve?
The more we improve
our process, the more
often consumers will
want do it.
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
Why improve?
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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• How many appointments do we have so far TODAY?
• How many calls have we made so far TODAY?
• What can we do to help put those deals together?
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
14
Assumptions
• Capable
• Willing
• Respected
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
15
Accountability
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Closing Ratio – eLead to sale? Phone to sale?
Lead count Gross? Phone incremental?
Appointment set rate vs. a contact rate?
Dials per day? Contacts per day?
Contact rate phone/text?
Appointments Unique? Shows Unique?
What is your show rate?
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
16
Track Effort First
Inspect
What You Expect
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
Best Practices – BDC/Internet
• Response time is the #1 priority of the department
• Appointments are set for only TODAY and TOMORROW
• CRM Usage is promoted and monitored by management
If it is not in the CRM it didn’t happen.
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
17
Best Practices – Sales Team
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• All Customers Greeted with ‘Who is your appointment with
today?’
• Customer TO’d to Manager – given interview & CRM check
• CRM Usage is promoted and monitored by management
If it is not in the CRM it didn’t happen.
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
19
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
20
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Tracking Examples
Location
Time
Customer Last
Name
Jeep
Jeep
Volvo
Nissan
Jeep
Jeep
10:45
A
4:15P
6:15P
6:45P
6:45P
7:15P
Kilpatrick
Jones
Anstotz
Norton
Tolan
Knight
Stock(VIN)
Year/Make Model
517228
971196
110305
65788L
26096
2015 Dodge Grand Caravan
2014 Dodge Durango
2015 Volvo XC90
2013 Nissan Altima
2006 Chrysler 300
2006 Chrysler 300
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
22
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
23
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Lead Performance Metrics
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Dial Attempts
Contacts
Leads (Gross) & Source
Appointments Set
Appointments Shown
Appointments Sold
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Totals Calls from #
Appointment Opportunity
Appointments Set
Appointments Shown
Appointments Sold
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
25
Lead Performance Metrics
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Lead Performance Metrics
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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ROI Calculator
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
27
Accountability
Management
• Clearly define expectations
• 6-8 Hours/Month for GM/Owner
• 30 minutes/day for each Manager
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
28
Accountability
Sales
• Timely & Accurate Customer Service
• CRM Usage
• Adherence to Process
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
29
Accountability & Expectations
Internet Lead Handling Team
• Timely & Accurate Customer Service
• CRM Usage
• Adherence to Process
• 2 shows per day, per person
• 80 dials per day
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
Compensation Schedules
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Pay Plan Examples
• Hourly rate at $14 per hour to
be paid bi-weekly in
accordance with company
payroll
• Bonus to begin at $250 paid
monthly in accordance with
managerial bonus schedules
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
Pay Plan Examples
Start Date:
• Increased hourly flat rate $14-16/hr
90-120 Days:
• Increased hourly flat rate $14-16/hr
• Introduce Set/Show Bonus Plan
120+ Days:
• Reduce hourly by $2/hr
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
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Pay Plan Examples
MONTHLY
Manager
CSR 1
CSR 2
CSR 3
TOTAL
Shows
Sold
50
50
50
20
20
20
20
80
BONUS PLAN
CSR Bonus
+10/+10
+10/+10
+10/+10
And so on…
Dollars Paid
$250
+$150
+$150
+$150
Individual Show
50
60
70
80
Dept Sold
80
90
100
110
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
34
Internet Manager KPIs
Department Performance Standards
• Ensure that the team sets appointments for dealership
visits with at least 80% of inbound incremental phone
leads received.
• Achieve Contact-to-Appoint conversion rates for the team
of 30% or more on outbound contacts made.
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
35
Internet Manager KPIs
• Achieve an overall Lead-to-Sales closing ratio of 12.5% or
higher for the supervised team assigned to the BDC Team
Leader.
• Achieve an average daily outbound call completion count of at
least 100 calls per CSR on team.
• Ensure all daily process operations and interactions take place
(email recaps, performance tallies, etc).
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
36
Pay Plan Examples
Store currently sells 125 units @ $2k/per copy (TVG)
expecting 10-15% lift month 1.
Expect to have 100+ shows in first month, bonus should with
every additional 25 shows = +$250
Draw of $1k/week
Bonus of 1.5% = $3,750
125 shows = $1,250
Chris Sondesky | Executive Director | CF Search Marketing
[email protected]
Contact Info
Full Name: Chris Sondesky
Company: CF Search Marketing, BOOTH #241
Job Title: Executive Director
Email: [email protected]
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