GNYADA Internet Lead Management Introduction - Stan Sher - Dealer eTraining

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Stan Sher of Dealer eTraining kicking off the Internet Lead Management workshop at the Greater New York Automobile Dealers Association. This is was a three hour workshop with strategies on how to handle automotive internet sales leads properly. Stan Sher is available to train this workshop for any dealer, dealer group, and dealer association. Contact Stan Sher of Dealer eTraining for more information.

 

Transforming The Dealership Part 4 - The Final Straw Case Study (Dealer eTraining)

Welcome to Part 4 of a live dealership case study.  This is the final chapter of a 6 week project.  You can catch up by reading part 3 and previous chapters as well.  In this chapter we will discuss what the dealership is now doing and what they have accomplished in the 6 weeks that I have spent working with them.

CRM

The dealership is now up and running with eLead CRM.  The sales department is bought in and are all using the system effectively.  This was one of the best setups and transitions that a dealership has had.  In fact, the only challenges came from DMS integration.  The dealership uses Lightyear which has had updates that made integration more challenging.  However, the problem is being handled.  One thing that was an eye opener for me was setting up a perpetual workflow for a process to handle internet leads.  This is something that I remember doing when I was selling cars as an ISM back in the day at Courtesy Honda where the system was not setup to alert me when I had an action due but rather I had to follow a calendar.  Initially, I wanted hard tasks like emails and phone calls to be setup.  But I was convinced that with less man power and a smaller internet department it will cause the reps to get behind.  So we installed a perpetual workflow using my Dealer eTraining customized processes and guidelines.  It has been working fine and the dealership has not missed a beat.  I have been getting rave reviews and lots of appreciation for making the power move of getting the CRM in place.  This is one of the biggest accomplishments that we achieved.

Desking

The sales managers are using eLead to desk deals and appraise vehicles.  It is "a breath of fresh air" as they tell me because they are enjoying the ease.  They were doing all desking in Lightyear and thought it was easy until they experienced what this tool can do especially when you factor in appraisal tools.

Inventory Market Analysis

The dealership never had an appraisal tool or let along a market analysis tools which are evident by the 8-10 units per week that I would change on the website as specials because they were over 100 days old.  In fact the store averages 20-30 used cars per month with 40% of the inventory being over 50 days old.  It was a tossup of getting vAuto which I was suggesting.  I really believe that with the dealership being located on car dealer row and with such a nice lot they should be rolling 50 used cars per month.  Luckily, eLead has an appraisal and market analysis tool which will not allow the managers to do a better job working the used car inventory.  I see used car sales moving up within the next 6 months with better inventory turns.  Being that the finance manager does a great job at this dealership, I am confident that the dealership will see big improvements in gross profits.  The managers are happy about this piece.

Reputation Management

While we still did not get iPads as I recommended, we started to diversify how we get reviews.  I placed an emphasis on cars.com being the most important site because they offer a chance to get $100 for signing up to leave a review.  The process that I created involves contacting all customers that bought and serviced cars at the dealership and sending them individual templates based on who their email provider is and sometimes just based on the source that they came from.  For example, if you an email address are a yahoo address I ask for reviews to be written on yahoo or dealerrater.  Another example is a Gmail user; I send them to G+ or yelp.  Some customers will be referred to cars.com and others to other sites.  The whole idea is to diversify a portfolio of reviews so that they are scattered all over the web.  We also incorporated edmunds.com as well.

Social Media

The dealer has been impressed with what has been posted and the increasing engagement on facebook.  We have been actively involved in local community news and events.  We have been taking more pictures and videos and optimizing them to create quality content for the dealership.

What does the future bring?

The future brings me back into the dealership for 1-2 days per month to help with content creation.  In addition, I will be handling phone training because that is the next important aspect of what needs to be improved.  The dealership remains to be number one in the district and is ranked as a top 100 dealer for the OEM.  It comes down to management of the people and maintaining quality control.  I think that we accomplished a lot in such a short time and we will continue to focus on growth.

What can dealers do to get ahead in 2013?

Every single dealership needs to create a checklist of what is and what is not working for them and create a plan to fix or adjust their situation.  Examples of what needs to be fixed:

-Sales Process Training: Train the basics as well as modern day standards in order to help mold your people into modern day sales professionals.

-Internet/BDC Training: The CRM needs to be updated with newer email templates and best practices need to be reviewed for all members that are involved in internet sales and business development.

-Phone Training: Everyone needs to improve their skills on the phone and be able to properly handle outgoing and incoming calls with different sets of objections to overcome.  Every process in the dealership has it's own set of word tracks.

-Hospitality Training:  Managers needs to improve the way their sales staff functions on the sales floor.  Stop tossing around a football or playing games and do something proactive to drive business when it is slow.  In addition, train mannerisms and create a 5 star customer experience so that they are welcome as guests of the dealership.

-Read Books:  Learn to brand yourself and your business.  Learn to motivate yourself and get fired up.  Do the things you need to do to be a success.

Do you need help?

Dealer eTraining has created a limited edition 2 day training program for managers, sales and BDC professionals to "Kick off 2013".  This program brings back the basics of "old school" and integrates "new school" business practices that will condition your staff to move to the next level and start to 2013 on the right track.  Dealers that want to get ahead need to contact me directly at stan@dealeretraining.com or visit me on social networks.

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Stan Sher, CEO of Dealer eTraining Speaking At The Internet Sales 20 Group In Chicago

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Stan Sher, CEO and President of Dealer eTraining Speaking At The Internet Sales 20 Group In Chicago.  Stan had the honor of educating dealers on the importance of how to use Call Monitoring in solutions to avoid profit leaks as well as create in-house employee training sessions that inspire teams to improve their skills.  This was a powerful session.

Stan Sher Of Dealer eTraining To Present At GNYADA

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The Greater New York Automotive Dealers Association (GNYADA) will have Stan Sher, President of Dealer eTraining; will be a speaker and facilitator for a powerful a workshop this month. Stan Sher will present on Internet Lead Management Strategies at the Center for Automotive Education & Training in Queens on October 11. Attendees are encouraged to be prepared to take serious notes as they will learn some effective and unique strategies for handling internet leads at the dealership.  We encourage dealers to send Sales, Internet Sales, and BDC managers as well as representatives to attend the session as they are the people that handle internet leads back at the store.

This session will discuss the Dealer eTraining 180 Internet Lead Management process as well as effective use of CRM/ILM and email marketing.  We will focus on how to measure benchmarks based on manufacturer requirements for dealership compliancy as well as analyzing the individual marketplace to create a custom process at the dealership.  One of the unique takeaways is the part of the session that will train attendees on how to use effective social media strategies and mobile devices to increase customer engagement and follow up effectiveness.  It is not just about getting an internet lead, sending a few emails and making a few phone calls.  Now more than ever, dealers need to execute a proper and efficient plan to be on top of their game.  Being on top of your game means having a better image in the eyes of the consumer.

Stan Sher to Speak On Internet Lead Management Strategies for GNYADA

Those who attend this seminar will walk away with very strong insight and more knowledge of how to improve results that ultimately end up in an increase of dealer profits and employee pay.

Plus, attendees will be able to network with Stan Sher and build a relationship where they are free to contact Stan at anytime with questions and need for advice.

The price of this three-hour seminar is just $85, an unbelievable value for such an important topic. This hands-on approach will give everyone who attends the opportunity to learn effective Internet Lead Management. Stan is known for building successful internet sales and BDC departments in dealerships all over the nation.  His most recent dealer success story is a local NY Honda dealership where he helped grow Internet Sales from 30 to over 62 units per month.

To learn more about this seminar, call 718-640-2000 or visit http://autoedcenter.com/education/seminars/12-10-11-effective.php to sign up!

 

The Evolution of the BDC - Stan Sher of Dealer eTraining at AutoCon 2012

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Stan Sher, president of Dealer eTraining presented “The Evolution of the BDC” at AutoCon 2012. The session discussed how a BDC department needs to be structured and the keys to success. Stan also discussed the needs for various processes including internet lead management, incoming phone ups, unsold showroom follow up, retention, data mining, and more. For more information on how Stan Sher can help your dealership, contact him directly at http://automotivebdctraining.com

The Presentation Can be downloaded and viewed at: http://www.slideshare.net/dealeretraining/the-evolution-of-the-bdc-stan-sher-...