Introduction and Background:

Ralph Paglia Vice President – Digital

Tier10 Marketing• Currently leading development and delivery of

Tier10’s Digital Marketing, Advertising and Social Media Strategies, Tactics and client service capabilities

• Automotive Digital Marketing Professional Community creator and Editor-in-Chief

• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006… • Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing

Consulting and Ford Co-Op supported Digital Advertising program for Dealers… • Ran 1st retail automotive Behavioral Targeting Digital Advertising program…• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda,

Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…• Pioneered development of “Internet Leads” in 1986 using CompuServe ISP access to

post vehicle inventory listings on defense contractor BBS’s…

www.ADMPC.com

How to Recruit, Screen, Hire and Train Internet Sales Professionals for the Best and Greatest Likelihood of Success and Retention

How to Recruit, Screen, Hire and Train Internet Sales Professionals for the Best and Greatest Likelihood of Success and Retention

How important is it to hire and train the right people while building a sales team that can convert opportunities created by marketing into actual sales results?

Organizational development is more important than ever before…with many dealers losing staff while cutting costs during the depths of the recession, those that are growing their business need effective strategies, tools and tactics for attracting, screening and hiring the best Internet sales professionals with the greatest chance of achieving their own personal success, as well as sales productivity for the dealership. This session will explore organizational development strategies, recruiting, screening, hiring and training tools as well as the materials and processes that the most successful dealers in America have been using for years, and are being used today as a means of increasing success in the hiring process. Ralph Paglia will share the tools and processes he has used to build some of the most successful Internet sales departments in America while teaching attendees what the essential "must haves" are, and how to get them when seeking to grow your sales departments into high performance digital marketing to sales conversion engines.

Growing Your Internet Sales Organization from 10 to 300 Cars per MonthGrowing Your Internet Sales Organization from 10 to 300 Cars per Month

Courtesy Chevrolet in Phoenix, AZ became the USA’s leading Internet retailer of new and certified used Chevrolet vehicles… Human Resource Development was the key (secret sauce) to success.

Organizational Development is the essential stumbling block that many dealers and ISM’s report as the primary reason for Internet Sales Operations failure or lack of growth into a strategically significant level of sales.

“This is a people business…”

Create a Video that showcases why People want to Work for Your Dealership

Training Compensation Benefits Supportive Team People Matter Career Growth

Use Video Role Play Assessment Attract better “tech savvy” applicants Receive a scientific skills assessment Objective review free from interviewer bias Make better use of management interviews Evaluate existing staff for training needs

and areas of opportunity for skills improvement

Hire The Winners Assessment: Accurate Results in 20 MinutesHire The Winners Report and Assessment Example

TARGET TRAINING FOR CURRENT TEAM MEMBERS

Process Execution Capabilities Drive Staffing

RequirementsNo dealership has unlimited process

execution capabilities…

Dealer Lead Management Process Map

Dealer Lead Management Process Map

Growing Your Internet Sales Team Requires that you Define what Your Internet Process Should Look Like…

5. New Chevrolet Internet Sales6. Used Car Internet Sales7. Bell Road Internet Sales8. Commercial Internet Sales

1. New Chevrolet BDC2. Used Car BDC3. Wholesale Parts BDC4. eFinance Sales Team

Growing Your Internet Sales Team works best when it occurs “Organically” and is Specialized

Courtesy Chevrolet is a single point Chevy dealer with (at one time) 3 fully staffed BDC Team’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales professionals are identified as follows:

Organic Growth

Let’s Take a Look at How It Happened…

Courtesy Chevrolet CRM/eBusiness New BDC with 27 Work Stations

90,000+ OutboundPhone Calls / Month90,000+ OutboundPhone Calls / Month

Document Roles & Responsibilities for All Internet Sales Positions

* July 2006 Interactive Marketing Budget

Document Pay Plan & Bonus Structure that reflects taller Internet sales funnel

Lead Volume puts pressure on response times as a factor of staffing levels!

Lead Volume puts pressure on response times as a factor of staffing levels!

Top 4 Ways to Close

More Sales to Leads Received

Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry

Purchase Respondents*

who DID NOT

experience the attribute

% of Purchase* among the Leads who

DID Experience the attribute

Statistical Correlation Factor of Response attribute

with Vehicle Purchase

#1 Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 17% 27% 11

#2 Send Price Quotes by Email to Customer 20% 27% 9

#3 Contact Customer more than once by Email and Telephone (within First 24 Hours) 21% 25% 5

#4 Make sure Customers are either Completely or Very Satisfied with the Lead Response 21% 24% 3

Organizational Structure Determines Process Capabilities and Monitoring

Customer goes online and submits Lead

Internet Sales Specialist ISS) reviews lead, selects 4

vehicles for Price QuotesSends email with Quotes & Cars

BDC Staff makes initial phone call, collects customer info, sets up an appointment for the ISS

If no appointment, ISSContacts customer and seeks

appointment and/or agreement

Staffing Determines Process Execution Capabilities and Monitoring

Lead Process Maps should be indexed to

email templates, phone scripts and word tracks so that

dealership employees have a “paint by

numbers” guide to what is expected when

a lead is received. This process map

focuses on the first 12 hours after a new lead

is received.

Lead Process Maps should contain brief

explanations for the logic and execution tips for employees to review

before actually using the email templates, phone scripts and word tracks.

Actual template illustrations make it easy for dealership employees

to recognize the right template or document

when they see it in their CRM tool.

When Lead Process Maps are indexed to correspondingly numbered

email templates, phone scripts and word tracks, the

dealership is far more likely to execute the repetitious tasks

that create customer experiences which correlate

with higher sales closing ratios. The best process

maps break down email and phone contact processes into

separate flows so that they can be executed by different resources when scaling up

lead volumes and organization structures.

Although many car guys will say they believe in the concept of following up until prospects either buy or die… Large scale lead generation through highly effective marketing practices requires that scarce resources be allocated to where they will generate the most sales. Outsourcing followup on leads that have reached a designated status (dormant) or assigning them to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 days

Have a defined process for “closing out” unsold leads

LMP Scoring Index

Objective Review of Dealership Employee Lead responses encourages consistency and creates a numeric accountability – an LMP Report Card for Dealer or GM review…

Nothing has more impact on results than phone contact with the customer!

Outbound phone calls, ongoing phone follow-up and responding to emails requires adequate staffing and skill levels

Telephone Process

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone

• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy:• Focus on having a set of objectives in front of us,

each time we make an email follow-up call• Word Track Forms (scripts) are used for training

and collecting customer information during each call that is made immediately after sending personalized email response

• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone

• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy:• Focus on having a set of objectives in front of us,

each time we make an email follow-up call• Word Track Forms (scripts) are used for training

and collecting customer information during each call that is made immediately after sending personalized email response

Top 10 Reasons To Use Hire The Winners

1. Find out why your lowest producers aren't producing. 2. Learn what the potential is of every sales consultant on your team. 3. Discover opportunities for improvement for each sales consultant and how you can

focus your training for immediate improvement. 4. HTW can show you how to find and recruit excellent talent to grow and improve your

sales team. 5. HTW has tools to help make informed hiring decisions and get best talent available. 6. HTW provides you with tools that allow your sales team to practice on the simulator

not the public (Lost sales from poorly trained sales consultants are killing us). 7. HTW provides you with a hiring process and support to strengthen your

management teams interviewing skills and, if used correctly, will provide you with information you need to bring on the best talent available.

8. HTW provides you with tools that show you what the sales applicant can and can't do when put into the automotive sales situation. You will know in 20-30 minutes the potential of every candidate.

9. Tools that will assist you in creating customers in a challenging market (What you can do to cause more customers to visit your store without raising your advertising budget).

10.(see link below)

Free Trial: www.hirethewinners.com/adm

AutoMax Recruiting & Training

Recruiting 2.0◦ Place job opening on 100’s of job boards including Monster, Career Builder,

Indeed, Simply Hired, Zip Recruiter, Craigslist, Facebook, Twitter, Myspace, LinkedIn, Google+ and MORE. Nobody used more resources than AutoMax!

◦ Schedule & conduct ALL interviews & screen applicants using The Car Sales Simulator. (We have a team of people that interact with and schedule interviews with thousands of potential hires each week) The Car Sales Simulator Uses interactive video to present potential salespeople

with a set of decisions that will either lead to the sale or the GSM’s office for a “talking to.”

◦ For those that make it through the interview & screening process either we’ll conduct the training or you can. (We have multiple packages)

◦ From porters to presidents, we will interview, screen and train internet sales managers, BDC reps, social media managers, sales people, sales managers, service advisors, general managers and more!

Low Fee, Turn Key, With A Satisfaction Guarantee! 25% discount for all attendees present!

Video From Craig

AutoMaxRecruitingAndTraining.com | 800-878-5090

Actual Graduate Class

Ralph PagliaCell: 505-301-6369RPaglia@gmail.com www.RalphPaglia.com

Reference Links:http://www.ADMPC.com http://slideshare.net/RalphPagliahttp://www.hirethewinners.com/adm http://www.Automax.com

Questions and Answers…