Welcome to Part 1 of what will be a major real live hands on case study.  Less than 2 weeks ago, I was contacted by a dealer principal of a dealership within an hour from my home.  The owner is a female and a real entrepreneur that is a partner in two other dealerships and also owns a wireless retail business with multiple locations.  The store is a family environment and has been in business for over 30 years under her control.

She was looking for someone to come in and really help the dealership with all of the marketing efforts.  This includes communications, vendor relationship, and advertising budget and oversees the internet sales operations of the store.  This was because she wanted to get a better grasp on things and make improvements.  The person in this role would also be in charge of events for the store as well as local events.

As we make progress in the dealership, I think it would be great to document and write out the changes on a weekly basis.  Consider it like a new chapter of a book to entertain yourself and learn how you can make positive changes in a dealership that bring improvements on many levels including profitability, accountability, a better brand for the OEM, and a better image for the dealership as a whole.  This will include helping to create more proactive employees.

We will not be disclosing names of employees, or the dealership for various reasons.  I want to keep it exciting and new.  When the time is right all will be revealed.

So let's get started...

It has been five days since I got involved with working with the dealership.  Here is what I gathered so far.

The sales department:

1 General Sales Manager (3 Years longevity))

1 Sales Manager (9 years longevity)

1 Finance Manager (few years longevity)

8 Sales Consultants (1-5 years longevity)

1 Internet Coordinator (was 2 but 1 quit during the week) - Here for over 1 year,

The dealership sells around 100 units per month with 60-65 being new and 30-40 being used at around a $2,000 average per car.

Website: Dealer.com (OEM Mandated)
Digital Marketing: OEM Mandated
Social Media Presence: Facebook and Twitter with limited engagement
CRM: A test pilot CRM for this dealership.  The CRM is a new product that comes as an add on to the DMS.  The DMS is not a well known common company.  The DMS works great but the CRM gives nothing but trouble.  It is missing more than 50% of the features that it needs to be fully functional.  In addition, it is server based.

Process: No set process.  No tracking of phone calls, internet leads, appointments, set, show.
Sales Process: Sales works well as the GSM does a great job putting deals

The Service Department

1 Service Manager (over 13 years here)

3 Service Advisors

1 Parts Manager

2 Parts Counter Reps

The first order of business:

1) Fix and properly optimize Website

2) Fix and properly optimize CRM

3) Get involved in all marketing and advertising initiatives (meet the vendors)

4) Create plan to measure advertising activity

5) Get sales department on board with reputation management and video testimonial strategy

What have we accomplished in the first 5 days?

Website: We did a full scope of the website and communicated with the Dealer.com rep.  We started to make plans to make certain changes and additions based on some best practices that we found from other dealers on a national level.  Right now we are creating content to be approved by the owner of the dealership before we push it to get setup and go live.

CRM: We discovered that the CRM has been holding the dealership back for over 1 year now.  Everyone in the store complains about it and for the first time we see why.  We had internet leads not coming through.  We had server crashes.  The tool does not allow for certain functions to happen.  I was able to convince the owner to look at options.  We started evaluating other options and will soon come an agreement.  Meanwhile, a major conference call with the current CRM Company included the development team and key executives.  This call allowed me to tell them everything that I need; I used examples from VinSolutions, iMagic, eLead, HigherGear, WebControl AVV, and a few others.  I was told that they will build it for me and within months I will see changes while other changes will take place within a days.

Advertising: Had numerous conference calls with OEM, local newspaper representative, cars.com, Digital "Behavioral" Marketing services reps, and CRM to review and learn analytic reports.

Management: Work closely with General Sales Manager to help take his mind off of a lot of advertising issues.  Create a plan to work together and help each other in building the success of the dealership further.  The GSM is fully on board with everything and is also a key decision maker in the store.

Owner: Very open minded and over worked.  She is involved in tell me what she wants to accomplish.  When trying to setup proven email templates and process she got involved and made opinions of her own where some of the templates she was not fond of and others we made changes together as a team.  As the relationship grows she will relinquish more power when she feels comfortable.  Based on our conversations and my actions with vendors she is starting to understand that I am the real deal and I know what I am doing.

Internet Department: Once the CRM situation stabilizes we will be able to get processes in place and know what we are dealing with in terms of lead count, tracking, and performance.  We will then try to build up the department accordingly.  The current Internet Coordinator explains his views and hope for better changes,

Sales People: They are excited to see a marketing initiative come into place that will help them market themselves at a level they never thought possible.  It is an easy going environment and when it is slow no one is being proactive.  As we implement digital strategies and train them on effective prospecting techniques we should see them become better modern sales professionals.  Eventually we will train them to use their digital tools in order to be better.

Social Media: We are creating video channels on various networks (YouTube, daily motion, metacafe, video).  We are also starting to gather images and create a flick account.  The twitter and facebook page is being managed by our graphic designer.  We met and will be creating neat logos and advertising campaigns.  We will soon take over managing the facebook and twitter while planning on creating syndicated blogs in the next few days.

Reputation Management: Created Quality Control Survey that every customer in Sales needs to read and fill out.  The Survey has 7 questions that includes rating dealership experience, commenting on it, recommending the sales professional, and learning what they liked the most about their experience.  In addition, we ask for permission to take a photograph of them with their new car to be emailed to them and used in social media.  We also ask for permission to take a video testimonial.  It comes with a disclaimer notice which the customer will sign.  Afterwards, we will either take a picture and video or we will not based on the customer's permission.  I had explained to the sales consultants how some of the most successful sales people in the business do it and they were very much excited.

So far...that is all we have for the first week.  Stay tuned as we make forward strides in the dealership.

Welcome to Part 1 of what will be a major real live hands on case study.  Less than 2 weeks ago, I was contacted by a dealer principal of a dealership within an hour from my home.  The owner is a female and a real entrepreneur that is a partner in two other dealerships and also owns a wireless retail business with multiple locations.  The store is a family environment and has been in business for over 30 years under her control.

She was looking for someone to come in and really help the dealership with all of the marketing efforts.  This includes communications, vendor relationship, and advertising budget and oversees the internet sales operations of the store.  This was because she wanted to get a better grasp on things and make improvements.  The person in this role would also be in charge of events for the store as well as local events.

As we make progress in the dealership, I think it would be great to document and write out the changes on a weekly basis.  Consider it like a new chapter of a book to entertain yourself and learn how you can make positive changes in a dealership that bring improvements on many levels including profitability, accountability, a better brand for the OEM, and a better image for the dealership as a whole.  This will include helping to create more proactive employees.

We will not be disclosing names of employees, or the dealership for various reasons.  I want to keep it exciting and new.  When the time is right all will be revealed.

So let's get started...

It has been five days since I got involved with working with the dealership.  Here is what I gathered so far.

The sales department:

1 General Sales Manager (3 Years longevity))

1 Sales Manager (9 years longevity)

1 Finance Manager (few years longevity)

8 Sales Consultants (1-5 years longevity)

1 Internet Coordinator (was 2 but 1 quit during the week) - Here for over 1 year,

The dealership sells around 100 units per month with 60-65 being new and 30-40 being used at around a $2,000 average per car.

Website: Dealer.com (OEM Mandated)
Digital Marketing: OEM Mandated
Social Media Presence: Facebook and Twitter with limited engagement
CRM: A test pilot CRM for this dealership.  The CRM is a new product that comes as an add on to the DMS.  The DMS is not a well known common company.  The DMS works great but the CRM gives nothing but trouble.  It is missing more than 50% of the features that it needs to be fully functional.  In addition, it is server based.

Process: No set process.  No tracking of phone calls, internet leads, appointments, set, show.
Sales Process: Sales works well as the GSM does a great job putting deals

The Service Department

1 Service Manager (over 13 years here)

3 Service Advisors

1 Parts Manager

2 Parts Counter Reps

The first order of business:

1) Fix and properly optimize Website

2) Fix and properly optimize CRM

3) Get involved in all marketing and advertising initiatives (meet the vendors)

4) Create plan to measure advertising activity

5) Get sales department on board with reputation management and video testimonial strategy

What have we accomplished in the first 5 days?

Website: We did a full scope of the website and communicated with the Dealer.com rep.  We started to make plans to make certain changes and additions based on some best practices that we found from other dealers on a national level.  Right now we are creating content to be approved by the owner of the dealership before we push it to get setup and go live.

CRM: We discovered that the CRM has been holding the dealership back for over 1 year now.  Everyone in the store complains about it and for the first time we see why.  We had internet leads not coming through.  We had server crashes.  The tool does not allow for certain functions to happen.  I was able to convince the owner to look at options.  We started evaluating other options and will soon come an agreement.  Meanwhile, a major conference call with the current CRM Company included the development team and key executives.  This call allowed me to tell them everything that I need; I used examples from VinSolutions, iMagic, eLead, HigherGear, WebControl AVV, and a few others.  I was told that they will build it for me and within months I will see changes while other changes will take place within a days.

Advertising: Had numerous conference calls with OEM, local newspaper representative, cars.com, Digital "Behavioral" Marketing services reps, and CRM to review and learn analytic reports.

Management: Work closely with General Sales Manager to help take his mind off of a lot of advertising issues.  Create a plan to work together and help each other in building the success of the dealership further.  The GSM is fully on board with everything and is also a key decision maker in the store.

Owner: Very open minded and over worked.  She is involved in tell me what she wants to accomplish.  When trying to setup proven email templates and process she got involved and made opinions of her own where some of the templates she was not fond of and others we made changes together as a team.  As the relationship grows she will relinquish more power when she feels comfortable.  Based on our conversations and my actions with vendors she is starting to understand that I am the real deal and I know what I am doing.

Internet Department: Once the CRM situation stabilizes we will be able to get processes in place and know what we are dealing with in terms of lead count, tracking, and performance.  We will then try to build up the department accordingly.  The current Internet Coordinator explains his views and hope for better changes,

Sales People: They are excited to see a marketing initiative come into place that will help them market themselves at a level they never thought possible.  It is an easy going environment and when it is slow no one is being proactive.  As we implement digital strategies and train them on effective prospecting techniques we should see them become better modern sales professionals.  Eventually we will train them to use their digital tools in order to be better.

Social Media: We are creating video channels on various networks (YouTube, daily motion, metacafe, video).  We are also starting to gather images and create a flick account.  The twitter and facebook page is being managed by our graphic designer.  We met and will be creating neat logos and advertising campaigns.  We will soon take over managing the facebook and twitter while planning on creating syndicated blogs in the next few days.

Reputation Management: Created Quality Control Survey that every customer in Sales needs to read and fill out.  The Survey has 7 questions that includes rating dealership experience, commenting on it, recommending the sales professional, and learning what they liked the most about their experience.  In addition, we ask for permission to take a photograph of them with their new car to be emailed to them and used in social media.  We also ask for permission to take a video testimonial.  It comes with a disclaimer notice which the customer will sign.  Afterwards, we will either take a picture and video or we will not based on the customer's permission.  I had explained to the sales consultants how some of the most successful sales people in the business do it and they were very much excited.

So far...that is all we have for the first week.  Stay tuned as we make forward strides in the dealership.

Stan Sher of Dealer eTraining is a seasoned automotive sales and marketing professional. Here is he talks about closing the sale.

Stan Sher of Dealer eTraining is a seasoned automotive sales and marketing professional. Here is he talks about closing the sale.

Does your sales and business development team create valid reasons for the customer to do business “now?” Do you ever wonder how you can move the needle with growing business? The answer is really simple when considering what we have been taught over the years. To be successful in any business, sales professionals need to be aggressive by asking the right questions at the right time.

As a dealer consultant and BDC director, I am always listening to outgoing calls as well as incoming calls. I notice that many calls do not show a sense of urgency. I hear a lot of calls where customer questions are being answered, but there is never a question that comes back to the customer to regain control of the call. I see this on the showroom floor as well when I walk by and listen to sales consultants work deals.

As our industry sees tough times with a shortage of inventory, it is more important to apply these techniques in the sales process. We need to consider what happens if we do not build urgency in the sales process. The consumer may miss out a deal of a lifetime, because the magic question was not asked. This will cause sales professionals a chance to miss a sale for the dealership.

How do we improve this issue?

I have always been an advocate of weekly training through motivational meetings and role playing. The best method of training “urgency” is to create a few power lines that will show full control of the situation. When speaking on the phone lines such as “When can you come in? This afternoon or this evening?” or “How close to right now can you be here?” should be used. When working a deal on the showroom floor lines such as “Are you prepared to take delivery of your new vehicle right now?” should be used. This is a great way to see if you can get a commitment out of the customer.

In order to properly train dealership personnel on this practice management needs to set aside thirty minutes in the morning before the day starts. These thirty minutes will be an explanation of these closes and why they should be used. The best method is to go around the room using repetition and role playing scenarios that will call for these lines. I believe that a continuous training session will improve skills of sales professionals.

The bottom line is that as sales professionals we were always taught the golden rule, “If you do not ask, you do not get.” Start asking your customers for commitment with urgency and watch how many more times you will get. The ultimate goal is to improve our closing ratios, our income, and the success levels of our dealerships. This is a basic technique that needs to be revisited time after time. The basics may sound “old school” but they still work if executive properly.

Stan Sher is the founder and president of Dealer eTraining, a premier automotive internet sales and digital marketing consulting company. For more information, please feel free to call 732-925-8362 or email stan@dealeretraining.com .

http://www.dealeretraining.com

http://www.facebook.com/dealeretraining

http://www.linkedin.com/in/stansher83

Does your sales and business development team create valid reasons for the customer to do business “now?” Do you ever wonder how you can move the needle with growing business? The answer is really simple when considering what we have been taught over the years. To be successful in any business, sales professionals need to be aggressive by asking the right questions at the right time.

As a dealer consultant and BDC director, I am always listening to outgoing calls as well as incoming calls. I notice that many calls do not show a sense of urgency. I hear a lot of calls where customer questions are being answered, but there is never a question that comes back to the customer to regain control of the call. I see this on the showroom floor as well when I walk by and listen to sales consultants work deals.

As our industry sees tough times with a shortage of inventory, it is more important to apply these techniques in the sales process. We need to consider what happens if we do not build urgency in the sales process. The consumer may miss out a deal of a lifetime, because the magic question was not asked. This will cause sales professionals a chance to miss a sale for the dealership.

How do we improve this issue?

I have always been an advocate of weekly training through motivational meetings and role playing. The best method of training “urgency” is to create a few power lines that will show full control of the situation. When speaking on the phone lines such as “When can you come in? This afternoon or this evening?” or “How close to right now can you be here?” should be used. When working a deal on the showroom floor lines such as “Are you prepared to take delivery of your new vehicle right now?” should be used. This is a great way to see if you can get a commitment out of the customer.

In order to properly train dealership personnel on this practice management needs to set aside thirty minutes in the morning before the day starts. These thirty minutes will be an explanation of these closes and why they should be used. The best method is to go around the room using repetition and role playing scenarios that will call for these lines. I believe that a continuous training session will improve skills of sales professionals.

The bottom line is that as sales professionals we were always taught the golden rule, “If you do not ask, you do not get.” Start asking your customers for commitment with urgency and watch how many more times you will get. The ultimate goal is to improve our closing ratios, our income, and the success levels of our dealerships. This is a basic technique that needs to be revisited time after time. The basics may sound “old school” but they still work if executive properly.

Stan Sher is the founder and president of Dealer eTraining, a premier automotive internet sales and digital marketing consulting company. For more information, please feel free to call 732-925-8362 or email stan@dealeretraining.com .

http://www.dealeretraining.com

http://www.facebook.com/dealeretraining

http://www.linkedin.com/in/stansher83

http://www.dealeretraining.com

http://www.linkedin.com/in/stansher83

http://dealeretraining.tumblr.com/

Why do I love the car business?

Why do I never stop being the best that I can be?

Why do I go through the ups and downs of the industry?

Why do I try so hard?

One answer in a few parts...

1.  The Experience.  The Experience.  The Experience.

Part A:

I am talking about 8 solid years of dealership sales, sales management, and more recently consultung experience.  I have met some interesting people from all walks of life.  There have been great influences and not so great influences.  There have been people that went from green pea sales people to top notch consultants (myself included lol).  There have been sales people that gave up and left the industry.  I seen people leave the industry (or try to leave) and end up coming back.  It is like a disease (good or bad).  We get sucked into it and we can never say farewell (because we are just so good at it).  It is a thrill and fun to see.

Part B:

This is my story.  I am that man that tries to do everything right.  I go to NADA, Digital Dealer Conferences, and so many other events.  I learn as much as I can and I apply it.  This helps me develop some new ideas.  I sold cars.  I built multimillion dollar Internet/BDC departments.  I am great at what I do.  I continue to research and create best practices that pay off in the end.  I have seen rejection from foolish vendors that do not think I am capable of selling to dealers (only because I have too much dealer experience).  I have built successful internet departments that make a lot of money only to find out that I am making too much money.  I have also traveled the country and consulted dealerships and dealer groups.  There are moments in my life when I tell myself, "enough is enough, time to move on and put these 8 years of hard work and adventure behind me".  Every time I do that, I look at all of the other avenues and they just do not excite me the way this industry does.  So I continue to grind and make the best of it and never give up (because I am a survivor and I love the challenge).  Again, this is an adventure that I would have to say is like a roller coaster ride.  Not to mention, I have made some seriously great life long friends that have become personal friends.  I have also made some phony friends that really just smile and pretend (Yes we have some shady ones too).  That is fine because I learned to read people and really see them for what they are with their actions.  Sometimes, politics is the name of the game.  Even still, I am glad I know these people because my experience gets that much bigger.

Part C:

Yes THE EXPERIENCE.  I came to the conclusion that I will forever continue to do what I do and as I gain experience so will the opportunities that lie ahead.  I take what I learn and I run with it.  For example, I am launching a business outside of the automotive industry that involves me doing everything that the automotive industry has taught me.  That is right, everything these blogs, magazines, and conferences taught me I took with me and it is on the way to pay off big.  At the same time, my plan is to continue doing what I do best which is to help dealers be successful.  I love the car business and I love watching dealerships grow with the times. These days, I am looking to better myself and to help better the community around with me with fresh ideas.  This is why I love DealerElite, Automotive Digital Marketing, DrivingSales, Digital Dealer, InternetSalesManagers.org, and so many more.

Part D:

What would happen if I choose a different path in life at 20 years old?

Well, I would have finished my college degree.  I would have gotten a $30,000 a year job as a school teacher.

I would not have finance in order.  I would be in a lot of debt.  I would not be getting a brand new car every few years.  I could not learn the real business world.  I would be living in fantasy land on the morals of what school books try to instill.  That is not the end of the world.  However, I learned one thing.  I cannot truly experience life until I have experienced the ups and downs of life such as hardships, success, business development, motivation, amongst other things.  Did I mention, I made in my first selling cars more then a school teacher with 5 years experience?

I will finish my college education as I am not far from having a degree.  It will be just to make my parents proud and to have that piece of paper.  After all, ethics say that a piece of paper really make the man that I am.  I learned that in reality, it is not what you know but who you know.  But for those to want to see my $70,000 Degree that does not teach me reality of life.  Great, have a look at it when I get it.  Whatever makes them happy.  I just know that I will continue to be me and I will always be the best at what I do.  My experience and my skills are constantly growing and this will never stop.

http://www.dealeretraining.com

http://www.linkedin.com/in/stansher83

http://dealeretraining.tumblr.com/

Why do I love the car business?

Why do I never stop being the best that I can be?

Why do I go through the ups and downs of the industry?

Why do I try so hard?

One answer in a few parts...

1.  The Experience.  The Experience.  The Experience.

Part A:

I am talking about 8 solid years of dealership sales, sales management, and more recently consultung experience.  I have met some interesting people from all walks of life.  There have been great influences and not so great influences.  There have been people that went from green pea sales people to top notch consultants (myself included lol).  There have been sales people that gave up and left the industry.  I seen people leave the industry (or try to leave) and end up coming back.  It is like a disease (good or bad).  We get sucked into it and we can never say farewell (because we are just so good at it).  It is a thrill and fun to see.

Part B:

This is my story.  I am that man that tries to do everything right.  I go to NADA, Digital Dealer Conferences, and so many other events.  I learn as much as I can and I apply it.  This helps me develop some new ideas.  I sold cars.  I built multimillion dollar Internet/BDC departments.  I am great at what I do.  I continue to research and create best practices that pay off in the end.  I have seen rejection from foolish vendors that do not think I am capable of selling to dealers (only because I have too much dealer experience).  I have built successful internet departments that make a lot of money only to find out that I am making too much money.  I have also traveled the country and consulted dealerships and dealer groups.  There are moments in my life when I tell myself, "enough is enough, time to move on and put these 8 years of hard work and adventure behind me".  Every time I do that, I look at all of the other avenues and they just do not excite me the way this industry does.  So I continue to grind and make the best of it and never give up (because I am a survivor and I love the challenge).  Again, this is an adventure that I would have to say is like a roller coaster ride.  Not to mention, I have made some seriously great life long friends that have become personal friends.  I have also made some phony friends that really just smile and pretend (Yes we have some shady ones too).  That is fine because I learned to read people and really see them for what they are with their actions.  Sometimes, politics is the name of the game.  Even still, I am glad I know these people because my experience gets that much bigger.

Part C:

Yes THE EXPERIENCE.  I came to the conclusion that I will forever continue to do what I do and as I gain experience so will the opportunities that lie ahead.  I take what I learn and I run with it.  For example, I am launching a business outside of the automotive industry that involves me doing everything that the automotive industry has taught me.  That is right, everything these blogs, magazines, and conferences taught me I took with me and it is on the way to pay off big.  At the same time, my plan is to continue doing what I do best which is to help dealers be successful.  I love the car business and I love watching dealerships grow with the times. These days, I am looking to better myself and to help better the community around with me with fresh ideas.  This is why I love DealerElite, Automotive Digital Marketing, DrivingSales, Digital Dealer, InternetSalesManagers.org, and so many more.

Part D:

What would happen if I choose a different path in life at 20 years old?

Well, I would have finished my college degree.  I would have gotten a $30,000 a year job as a school teacher.

I would not have finance in order.  I would be in a lot of debt.  I would not be getting a brand new car every few years.  I could not learn the real business world.  I would be living in fantasy land on the morals of what school books try to instill.  That is not the end of the world.  However, I learned one thing.  I cannot truly experience life until I have experienced the ups and downs of life such as hardships, success, business development, motivation, amongst other things.  Did I mention, I made in my first selling cars more then a school teacher with 5 years experience?

I will finish my college education as I am not far from having a degree.  It will be just to make my parents proud and to have that piece of paper.  After all, ethics say that a piece of paper really make the man that I am.  I learned that in reality, it is not what you know but who you know.  But for those to want to see my $70,000 Degree that does not teach me reality of life.  Great, have a look at it when I get it.  Whatever makes them happy.  I just know that I will continue to be me and I will always be the best at what I do.  My experience and my skills are constantly growing and this will never stop.