internet sales manager training for car dealers

8/8/2019 Internet Sales Manager Training for Car Dealers

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INTERNETSALESTRAINING BZResults.com


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23008v3int_sales_training

able of ContentsInternet Sales raining

I. INTRODUCTION

II. THE BIG PICTURE

III. THE OPPORTUNITY

IV. BEST PRACTICES

V. Appendix


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IntroductionInternet Sales raining


SECTION 1

Introduction


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INTRODUCTION

Please answer the following questions:

Your name:

Your dealership & position:

How long youve been in the industry:

What you want to get out of today:

hought for the day: Plan it. Do it. Improve it.


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Upon completion of this course you will be able to:

Refine your current internet strategy

Understand the scope and value of your BZ Digital Marketing System

Discover best practices and build your skill for increasing internet sales & profitability

Verify and improve your proficiency with the top BuzzTrak user skills

Customize a step-by-step action plan that drives results

GOALS

OBJECTIVES

he purpose of this workshop is to:

Refine, revise and enhance your current Internet Sales Process to help you sell more cars, serve more customers andmake more money


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Overview ofDigital Marketing

System


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Write down all of the benefits of the internet & digital marketing:

Write down some of the challenges the web and digital marketing create:

What are some successful ways to overcome some of these challenges?

Survey


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Te Big PictureInternet Sales raining


SECTION 2

Te

Big Picture


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MODEL ONE


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MODEL TWO


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Te OpportunityInternet Sales raining


SECTION 3

Te

Opportunity


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Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Do you agree? Over half of all new and used car buyers use the Internet to do research before making a buying

decisionAnd that number is on the rise?

Many of these customers have access to more product and price information than salespeople do?

The sales persons perceived lack of knowledge can reduce credibility and trust with customers?

The Internet informed customer brings new challenges that threaten profitability and CSI?

Some of the information these customers have is incorrect and this can hurt sales and profits?

Many sales people lack the training to handle these challenges without hurting sales, profits &CSI?

The Internet informed buyers who know more expect more from your dealership and may buyelsewhere if they do not get the experience they expect?

A strategy for preparing salespeople and managers to handle the challenges of selling to theInternet informed customer on the showroom and phone can boost sales, profit and CSI?

Dealerships who market their online dealership website will attract more customers than dealerswho are not promoting their website?

If we confirm 100% of our appointments, we can double our show ratio and in turn that willdouble our sales and profits?

A large percent of customers do not respond because they are a month to 2 months away frombuying their next vehicle?

If we follow-up with customers who do not respond or do not show up for their appointments,we can double our closing ratio?

A dealership with a trained and dedicated Internet Manager that who implements a clearlydefined sales process will have 2 to 4 times better results than a part time Internet Manager?

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No


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Internet Business Opportunity

Numbers Benchmark Desired Actions

Leads

Appointment % 50%

Appointments

Show Appointments % 70%

Show

Closing % 70%

Sold

Internet Business Opportunity


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Best PracticesInternet Sales raining


SECTION 4

Best Practices


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Best PracticesInternet Sales raining


INTERNET PROCESS MANAGEMENT


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INTERNET MANAGMENT PROCESS

No Appointment

No Show

Yes Appointment

Appointment Shows

Yes Appointment

Yes Appointment

Phone Call

Confirm

Appointment

Update

Welcome Board

SellVehicle

Follow

Up

Household Prospecting

& Referrals

No Show

Follow Up

No Appointment

Follow Up

Auto

Response

Personalized

Response

Auto

Response


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Phone Process

DOS DONTS

PHONE PROCESS


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EXERCISE

1. Read the Internet Sales Phone Guide on the following pages

2. Highlight or underline the key words and phrases

3. Share what you have highlighted with your team and why you highlighted them

4. Read the Internet Sales Phone Guide aloud with your team

5. Role-play the Phone Guide with a partner(be yourself when you are the customer - do not pretend to be someone different)

6. When youre finished role-playing, tell your partner one thing you think they did well


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(Greeting) Thank you for calling (dealer name), this is . . . how may I help you?

(Benefit - Request) No problem! So we can help you, may I ask you a few quick questions?

(Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like?

(Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm andclarify what they are saying when needed by repeating & exploring:Other than that what else would you like tell me more what do you mean byIf there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather usrule that out?

(Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate?Year ___________ Make ___________ Model ___________ Miles ___________Equipment ____________________________________________________________________________________So we can understand what is important to you, what do you like Best that you would like to carryover to your new car?What do you like least that you would want to improve?

(Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & cen-tral inventory. That should not take long. Are you calling from: Home _____________Work ________________

(Contact information) And how do you spell your last name? __________________ First name? _______________ Tosave you some time, let me check if that vehicle is available right now? Hold?

(Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an oppor-tunity to select and test drive the vehicle you want... when would you like to visit us.Today or Tomorrow

Morning or Evening

1:15 or 1:45Do you have a pencil handy? Great, let me give you my name again (Give phone number and directions to the dealership)Great, we will see you on ________________ at ______________.

(Increase Show Rate) By the way, so we can save you time, well have a few _________ (vehicles) pre-selected.

(Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anythingchanges on my end I will return the courtesybecause I do not mind waiting for you but I do not want you to have to waitfor me.

(If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __email ________________

INBOUND INTERNET CALL GUIDE

Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact

Would you like us to update you on any new products & promotions as they

become available?Best Number ________________ 2nd Number _____________________So we dont interrupt you, when is the best Time _____________________So we contact you at the right time with the right infoWhen do you wantto get your vehicle?__Days ____Weeks ____Months Other__________________________Customer Name ______________________________________________Phone (h) _______________________ (w) ________________________Address ___________________________ e-mail ____________________


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(Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like?


(Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate?Year ___________ Make ___________ Model ___________ Miles ___________Equipment ____________________________________________________________________________________So we can understand what is important to you, what do you like Best that you would like to carryover to your new car?What do you like least that you would want to improve?




Morning or Evening

1:15 or 1:45Do you have a pencil handy? Great, let me give you my name again (Give phone number and directions to the dealership)Great, we will see you on ________________ at ______________.





Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact

Would you like us to update you on any new products & promotions as they

become available?Best Number ________________ 2nd Number _____________________So we dont interrupt you, when is the best Time _____________________So we contact you at the right time with the right infoWhen do you wantto get your vehicle?__Days ____Weeks ____Months Other__________________________Customer Name ______________________________________________Phone (h) _______________________ (w) ________________________Address ___________________________ e-mail ____________________


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Phone Process

CHALLENGES SOLUTIONS

PHONE PROCESS


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SECTION 5

Appendix PHONE GUIDE

MILLION DOLLAR QUESTION

BILLION DOLLAR QUESTION

BUZZTRAK USER SKILLS

QUICK START ACTION PLAN


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Phone Guide


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(Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with ____________? Thereason I am calling is to discuss your request information and so we can give you all the information you need. I will only need a fewmoments of your time. May we proceed? (OK) By the wayHave you ever bought a vehicle online before?

Yes - Great! Tell me, how did it go?No Great you will love it it is a pleasant and easy process

Let me tell you how the process helps you find the perfect vehicle . . .There are three easy steps:1. Find exact vehicle by identifying exactly what options you want2. Give the information you need3. Schedule a convenient time to test drive the vehicle and to complete the paperwork

(Determine Wants and Needs) You indicated that you are interested in a ___________ what other equipment would be important toyou? (Summarize and explore needs) Other than that what else would you like tell me more what do you mean by

(Explore Alternatives) By the way, if there was a similar vehicle, with similar equipment, that was less expensive, would you consider itor would you rather us rule that out for you? (If yes, interview more i.e. Packaged Vehicles, One Year Older, Demo, Certified or Nearly New)

(Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________ Make _______Model ___________ Miles ___________ Equipment________________________________________________________________By the way, so we can have a better understanding of what is important to you, what do you like best that you would like to carry over toyour new car?

What do you like least that you would want to improve?

(Determine Buying Cycle) So we can give you the right infoIs this something you want to do in a few days, weeks or months?

(Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to

select and test drive the vehicle you want... when would you like to visit us.Today or Tomorrow

Morning or Evening1:15 or 1:45

Do you have a pencil handy? Great, let me give you my name again (Give phone number and directions to the dealership) Great, we willsee you on ________________ at ______________.

(Increase Show Rate) By the way, so we can save you time, well have a few _________ (vehicles) pre-selected.(Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on myend I will return the courtesybecause I do not mind waiting for you but I do not want you to have to wait for me.

(If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __

email ________________

OUTBOUND INTERNET CALL GUIDE24


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(Determine Wants and Needs)What type of vehicle are you looking for? What equipment/features would you like?


(Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate?Year ___________ Make ___________ Model ___________ Miles ___________Equipment ____________________________________________________________________________________So we can understand what is important to you, what do you like Best that you would like to carryover to your new car?

What do you like least that you would want to improve?





Do you have a pencil handy? Great, let me give you my name again (Give phone number and directions to the dealership)Great, we will see you on ________________ at ______________.





Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact

Would you like us to update you on any new products & promotions as theybecome available?Best Number ________________ 2nd Number _____________________So we dont interrupt you, when is the best Time _____________________So we contact you at the right time with the right infoWhen do you wantto get your vehicle?__Days ____Weeks ____Months Other__________________________Customer Name ______________________________________________Phone (h) _______________________ (w) ________________________Address ___________________________ e-mail ____________________

25


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(Greeting) Hello, may I speak with _____________ ? My name is ___________________ am I interrupting anything?

(Reason for Call) The reason for my call is to thank you for setting time aside to meet with _________ and to confirm ourappointment for _________________ at __________________.

(Confirm Directions) Would you like point to point directions? (Send them to your website or send the an email with alink to directions.)

(Increase Show Rate) Great, I look forward to meeting you and will see you on ________________________. Andremember, if for any reason you are going to be early or late, please let me know and if anything changes on my end, I willreturn the courtesy.

(Thank You) Thank you for your time and we appreciate your business.

CONFIRMATION CALL GUIDE


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(Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with _________?Hi, _________. The reason I am calling is to confirm that we have received your certificate and to let you know you are reg-istered in our system to qualify for a $______ discount off of any new or pre-owned vehicle. And Id like to take a minute tolet you know how to redeem that discount. Fair enough? Great!

(Determine if Theyve Been in) By the way, have you worked with any one in the dealership yet? ( If yes, direct them to thatperson, if not, have them ask for you when they come in .)

(Explain Coupon) To redeem your $_____ simply print the certificate and bring it to the dealership. Make sure you ask for_______manager to qualify for the coupon and after you select your vehicle youll be given everything else you need to takeadvantage of your pre-approved discount.

(Offer Free Specials and Updates) Would you like updates on other new specials and promotions?No Great just remember you can visit our website or give us a call if theres anything else you need.Yes Great what type of new and used car promotions would interest you?(Identify Needs) New or Used? Car, truck, van or SUV? Make? Model? Options?

(Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that or

should we rule it out? (If yes, interview more )

(Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________Make ___________ Model ___________ Miles ___________ Equipment____________________________________By the way, so we can have a better understanding of what is important to you, what do you like best that you would like tocarry over to your new car?What do you like least that you would want to improve?

(Determine Buying Cycle) So we can give you the right infoIs this something you want to do in a few days, weeks ormonths?

(Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an oppor-tunity to select and test drive the vehicle you want... when would you like to visit us.

Today or TomorrowMorning or Evening1:15 or 1:45





COUPON RESPONSE CALL GUIDE

Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact



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(Greeting) Welcome, my name is ________________ Thank you for visiting our store

(Introduce Process) We want to make the best use of your time so we have set aside some vehicles for you to look at andbefore we do that let me tell you what to expect:

1. First I want to review what you want while we go look at the cars2. Select and inspect your exact vehicle to make sure it is what you want3. I will present the vehicle to you, and if you like you can have a no-obligation test drive4. Then we will come inside so I can give you all of the pricing information you need.

Is that ok with you?

Great. Follow me. (begin to review what they told you they wanted)

(Review Needs) You said that you wanted a ___________ model with _____________ equipment right?

Has anything changed or is there any thing else? (continue reviewing their needs to confirm and clarify what theyre looking forand transition into the selection and presentation.)

GREETING FOR APPOINTMENTS


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(Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am Iinterrupting anything?

(Reason for Call) The reason I am calling is . . . first to thank you for visiting with us on _________ and also to check up

with you to see if you had any questions or concerns.

(Review Visit) By the way . . . how did you like the vehicle you looked at? What did you like the best? Are the figures com-fortable for you? (Clarify customer responses)

(Determine True Objection) If there was one thing that kept you from feeling comfortable taking ownership of the vehicle,what might that be? (Repeat rand clarify response)

(Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that orshould we rule it out? (If yes, interview more )

(Schedule Appointment) So we can make it easy and convenient for you to (state objection resolution) ... when would youlike to visit us.Today or Tomorrow




(Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything

changes on my end I will return the courtesybecause I do not mind waiting for you but I do not want you to have to waitfor me.


Unsold Follow Up Call Guide (Sales Person)

Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact



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No Show Follow Up

(Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am Iinterrupting anything?

(Reason for Call) The reason I am calling is because I may have missed you yesterday and wanted to make sure you were

treated properly when you visited us.

(Determine Interest) Are you still considering a new vehicle?

(Schedule Appointment) So we can make it easy and convenient for you to see the vehicle, when would you like to visit us.Today or Tomorrow


Do you have a pencil handy? Great, let me give you my name again (Give phone number and directions to the dealer-ship) Great, we will see you on ________________ at ______________.




Sales Consultant

Date Time

Manager

Manager Confirm

Confirm Time

Next Contact



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Overview of

Buzztrak


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MILLION DOLLAR QUESTIONSales Opportunities

Tinking: In order to fuel the Buzzrak engine that drives the digital marketing system, we needto populate our email database. Permission-based contactis the way to do this. Our principle of*Benefit/Requestis the way to execute.

LEAD IN STATEMENT:OhBefore you leaveOhBefore you go

OhBefore I hang up

BENEFIT:

Example 1: Would you like us to send you a FREE virtual test drive on the vehicle youre interested in?

REQUEST:

Whats the best email to reach you?

ACTION(S) TO TAKE...

Send Free Virtual Test-Drive to all un-sold/sold customers. Send positive articles & reviews about the desired vehicle.

Send Certified pre-owned buzzmail. Send Grand Opening of our New Virtual Dealership buzzmail. Send Why Buy Here buzzmail to customer.

Who do we ask the Million Dollar Question? All incoming traffi c (Showroom, Phone, E-mail). All outbound customer contacts (Retail/Lease, Previous customer base)


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Tinking: As we move forward in the future we need to provide the customer a benefit tore-connect with them through communication (email). Permission-based contact is the way to dothis. Our principle of *Benefit/Request is the way to execute this.

LEAD IN STATEMENT:OhBefore you leaveOhBefore you go

OhBefore I hang up

BENEFIT:

Example 1: Would you like us to update you on new products and promotions going forward?

Example 2: Would you like us to send you a FREE virtual test drive on the vehicle youre interested in? YesGREAT!

REQUEST:

Your email address is

ACTION(S) TO TAKE... Send Why Buy Here buzzmail to customer.

Send Free Virtual Test-Drive to all un-sold/sold customers.

Send Grand Opening of our New Virtual Dealership buzzmail. Send Certified pre-owned buzzmail.

Send positive articles & reviews about the desired vehicle.

Who do we ask the Billion Dollar Question(s)?

All incoming traffi c (Showroom, Phone, E-mail).

All outbound customer contacts (Retail/Lease, Previous customer base).

For sold/service follow up ask: Would you like us to update you on recalls, service and sales specials?

BILLION DOLLAR QUESTIONVariable & Fixed Operations


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A Buzzrak Black Belt should be able to:

1. Understand the Status of a client and how it impacts the follow up process based on a change in Status.

2. Update a clients status in Automatic Templates and Dormancy Suites to ensure that each client is receiving the appro-priate automated Buzzmails.

3. Increase efficiency and sales by learning to quickly retrieve the information you need regarding working leads, leadgroups and individual clients to create a daily work plan.

4. Use the Appointment Function to track results and schedule your day.

5. Navigate each tab within the Client Profile to update records and activate appropriate automation.

6. Use the navigation icons to quickly and easily find what you need and execute tasks.

7. Use email templates to respond to leads in a fast, professional manner.

8. Create a client group and execute a bulk email as well as an automated Buzzmail to drive more traffic to your dealership at no additional cost.

9. Manually input a customer to leverage the power of BuzzTraks automated follow up capabilities for phone and

show room traffic.

10. Resolve technical questions and boost your proficiency with the Help Section and continuous BuzzTrak training.

TOP TEN BUZZTRAK USER SKILLS


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A Manager who leads Buzzrak Black Belts should be able to:

1. Execute each of the Top Ten BuzzTrak User Skills as listed previously.

2. Track and measure the number of leads in any specific category for any specific period of time.3. Track and measure the Shown Appointment Status.

4. Track and measure the delivered and sold vehicles.

5. Identify and review how the staff is communicating with clients and prospects.

6. Track, measure and maximize BuzzTrak utilization to ensure accurate client status, appropriate automation,appointment management, etc.

7. Support BuzzTrak utilization in all areas of the dealership i.e. process and incentive for collect emailaddresses, entry of showroom walk-in activity and phone traffic, parts and service utilization.

8. Set up, review and utilize automatic reports for optimum performance.9. Increase showroom traffic at no additional cost with a plan for promotional Buzzmail campaigns and bulkmail strategies.

10. Boost BuzzTrak user proficiency with a strategy and process for continuous training and improvement.

MANAGERS TOP TEN BUZZTRAK SKILLS


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Marketing

WHAT HOW WHY WHOBY

WHENDONE

Leverage your currentmarketing to brand yoursite with zero added cost

Define your dealerships goals - Build strategyto drive those goals and dedicate budget tosupport it. Decide if you will market one webaddress or many and tag everything with thatURL. Include your URL on all printed mate-rial and make it as large as your phone number.

Higher qualitytraffic for less cost.

DealerGM

Build your digital market-ing database

Collect and input email addresses intoBuzzTrak or CRM tool. Confirm (one-time)

transfer of database from old tool to BuzzTrak.Use model 1, 2 or 3 (see process section) toinput customer data into BuzzTrak. Train IMon billion dollar question:Would you like a virtual test drive?Train IM on million dollar question:Would you like us to update you on recalls,new products and promotions?

Follow-up calls for sales/service Prospects: All phone and show roomprospects Customers: F&I, Service and CSI calls Direct mail to current customers

Add email field to DMS and forms as a prereq-uisite.

Fuel your digitalmarketing engine.

GMIM

Plan and launch promo-tional email campaign

Use email addresses from all prospects to sendmonthly Buzzmail campaigns from BuzzTrak.

Attract more cus-tomers for lesscost.

GM (ongoing)

Change hold message Announce grand opening of your new virtualdealership that is open 24/7 for customers tobuild & compare cars, view specials & inven-tory, buy parts & accessories, schedule serviceappointments.

Create brandawareness, drawtraffic to you site,your showroom &your service bays.

Dealer

ACTION - MARKETING


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Interactive Website

WHAT HOW WHY WHOBY

WHENDONE

Used inventory:pictures & info

Ensure that you or your vendor take mul-tiple pictures using a clean, standardizedbackdrop showing your URL and phonenumber in the photo. Description shouldlead with unique options rather thanstandard equipment.

Give customers the infor-mation they want.

GMUCMIM orISS

(ongoing)

Post specials Post and update specials for:

Sales: Payments, pre-owned, leasing,aged inventory

Service: Standard specials and servicemenu (Build menu if necessary)

Parts: Percentage discount Accessories: Select 5 - 10 with pricing

Internet customers liketo perceive that there arespecial considerations fordoing business online.Change it weekly andyou give them a reason toreturn to your site.

GMGSMNCMUCMIM

Exit Coupon Determine the discount offered and edu-cate sales team on the rules and regula-tions. Make sure the phone call response

informs customers how to redeem theircertificate.

Capture visitor contactinformation and give thema reason to visit your deal-

ership.

GMGSM

ACTION - INTERACTIVE WEBSITE


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Process Management

WHAT HOW WHY WHOBY

WHENDONE

Define and implementInternet Sales Process Model

Discuss the pros and cons of model 1 andmodel 2 to determine which makes more sensefor your store. Create a detailed process mapfor the Internet Sales Process and for handlingthe Modern Customer. Remove any obstaclesto process implementation.

Maximizeresults, improvesales, profit andcustomer satis-faction.

GM

Manage and measureInternet Sales Process vitalstatistics

Utilize BuzzTrak reports to track andmeasure:

Incoming lead response ratio Leads to showroom appointment ratio Showroom traffic and closing ratio Effective follow-up process

You can onlymanage what

we measure.Accountability.Identify oppor-tunities forimprovement.

GM

Manage and measure yourphone process

Establish your desired inbound and outboundprocess and phone scripts. Sign with phonetracking provider (such as AdTracker) to track,trace and record each call. Monitor the callsto measure performance and hold your peopleaccountable; identify strengths and opportuni-ties for growth.

You can onlymanage what

we measure.Accountability.Identify oppor-tunities forimprovement.

GM

ACTION - PROCESS MANAGEMENT


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People

WHAT HOW WHY WHOBY

WHENDONE

Navigate and apply cur-rent technology

Use distance learning,phone training andinternal coaching toboost BuzzTrak andBuzz Control Centerproficiency. Use depart-ment meetings to walkthrough your virtualdealership

Increase technology utilization tosimplify and automate your pro-cess and sell more cars

All BuzzTrak users

Recruit, hire and trainappropriate Iinternetdepartment staffing

Use profiles of successfulInternet Managers andSpecialists to draft andpost job descriptionsat online services suchas www. monster.comRecruit from withinyour dealership andother service and salesindustries. Establishyour interview, selec-tion and hiring process.Conduct orientation

and new hire training.

Get the right people to deliverthe expectations of the modernconsumer and sell more cars

GM, GSM, Dealer

Clearly defined jobdescriptions, performanceobjectives and pay plans

Identify your desiredresults. Establish yourInternet flow chartfor achieving targetedobjectives

Maximize results and clarifyexpectations, incrementalincrease in business.

GM, GSM

Accountability measure-ment

Review appropriateBuzzTrak reports daily,

weekly and monthly to

inspect what you expect

Identify opportunities forgrowth and additional training.Maximize department efficiency.

GM, SM, GSM

Training strategy for skillbuilding

Identify an in-housetrainer, schedule in-house training andmentoring sessions.Enroll with BZ Resultstraining for continuousimprovement

Build the skills & confidenceto execute the process and bestpractices proven to increase traf-fic, appointment, show ratio,close ratio, gross and csi

GM

ACTION - PEOPLE


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Place

WHAT HOW WHY WHOBY

WHENDONE

Set up an Internetoffice or CustomerRelationship Center

Based on the dealers chosen model, dedicatean area that is comfortable for customersand has clear signage to indicate that it is anInternet department.

To show commit-ment and supportand to give theteam the tools theyneed to succeed.

GM

Access to customizedphone guides and emailtemplates

Edit the tools to fit your personality, turn theminto posters and place them where theyre easyto use at all times.

People supportwhat they helpcreate.

IM

Access to inventory &prospect information(DMS)

A book/log or operating system that shows allinventory in stock with equipment and pricinginformation as well as all customer informa-tion.

To answer cus-tomers questionsand to determineif prospects arealready working

with someone.

GM,GSM,IM

Copy of current adver-tising

Post current ads in the Internet department orCRC for easy reference on incoming phonecalls.

To answer custom-er questions.

GMGSMIM

Bookmark web sites At showroom computer, create bookmarks forsites such as KBB, your dealership website,manufacturers site, and any other sites thathelp you answer customer questions and objec-tions.

Easy access to thirdparty evidence.

IM

Appointment Board Post a board with customer info and time ofappointment.

Top of mindawareness

IM

ACTION - PLACE


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Pricing

WHAT HOW WHY WHOBY

WHENDONE

Determine pricingstrategy

Model 1: Contact dealership for a quoteModel 2: Starting at Model 3: From to Consider pros and cons of each model to selectone and always comply with state and federallaw; BZ is not responsible for your pricing.

Consistent pricingstrategy enhancesprofessionalism;deliver a fair price,a fair deal and afair profit.

DealerGMGSM

Define delivery ofpricing strategy andprocess

Clarify when you want to give the price, howand to whom. Delivery of pricing on the web-site, via email, phone or showroom should belogical, fair and make sense to your team.

Consistency andcredible deliveryincreases fair profit.

DealerGMGSM

Stay competitive withyour pricing

New Cars: Post a disclaimer on your websitethat manufacturer incentives and rebates are notapplied to pricing listed.Pre-Owned: Cross reference with market pricingdaily and weekly. Use KBB, NADA, etc.

Stay competitive.Right pricing =Right result

DealerGMGSM

(ongoing)

Post new vehiclespecials on your

website

Post the following under specials: Aged inventory Demos

High day supplyLink to factory incentives on manufacturer site

Increase leads andincrease inventoryturn. Specials

are one of themost visited areasof your VirtualDealership.

IMGSMSM

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