August 2012 Automotive Internet Sales "Dealer of The Month Winner" Martin D'Amato of Pine Belt Automotive - Congratulations!

http://www.pinebeltauto.com/

Congratulations to Martin D'Amato, Internet Director of Pine Belt Automotive in Toms River, NJ! 

Martin oversees 4 dealerships that are Delivering over 275 units per month in an 8 person department- 

AIS - How Long have you been in the Automotive Sales Industry? 

MD - 6 Years. The 6 years are not like the normal 6 years.  You work bell to bell 6 days a week.  Whenever one of our stores is open I am in one of them.

AIS - How Long have you been with Pine Belt?

MD - 3 Years.  I started off with the Chevy store that was doing 55 units per month total without a BDC.  Before joining Pine Belt, I was at All Star Mitsubishi and All Star Motor Sports.  I learned the sales and marketing aspect of the business while working in these stores.

AIS - How did you get in to the car business? 

MD - I did not exactly choose the business.  It chose me.  I was in college going to St. Johns where I graduated.  I was a double major in sports management and finance.  There was not a lot to offer out there.  I had to choose a field and that was the field that I chose.

AIS -What type of training did you go through? 

MD - Trial and error.  You either have it or you don't.  In other words, you either want to grow and be the best or you don't.  I was hungry, motivated, and treated this as my career and way more than just a job.  I never gave myself an opportunity to fail and would never let anyone else do my job for me.  It was sink or swim and I did the backstroke (lol).  I attended conferences and networked with professionals such as you.  In addition, I have read numerous magazines and been involved with sites like this.  The bottom line is that you never stop learning and you learn something new every day.

AIS - So, Tell me about your stores in detail... 

MD - We have 4 dealerships. 2 Nissan dealerships that are high powered and are constantly doing around 250 units per month each.  They are both two of the top dealerships in the region.  1 Chevrolet dealership and 1 Cadillac dealership that does around 85 units per month.

AIS – Now, I visited your operation a few months back and was able to see your setup.  It was impressive.

MD – Thank you.  We were glad to have you visit.  We have continued to evolve and it is just exciting to continue to grow.  I am never satisfied and that is what keeps me motivated to be better.

AIS - Now tell us about your Internet/BDC department?

MD - I have a centralized BDC that I like to call "Pine Belt South" which consists of Pine Belt Nissan Toms River and Pine Belt Cadillac Toms River.  I have three people there plus myself.  I am very hands and stay on top of my leads and opportunity.  We are always looking to grow.  My goal is two turn these two stores into an even bigger operation.  We have two people in Pine Belt Chevrolet of Eatontown and 3 in Pine Belt Nissan of Keyport.  I move between all three places.

* Website Provider - http://www.dealereprocess.com

AIS - Do you like them?

MD - Yes, I love them.  They do a fantastic job and I am very happy with them.

* CRM -http://www.imagiclab.com

AIS - Do you like them?

MD - I like them.  I am even impressed with their newer updates because I can go back and start to do the things that I have always wanted to do with the CRM.

AIS - How do you use your CRM? 

MD - We have an automated Email Action Plan for some parts while other parts are manual parts of the process. 

AIS - Are you using it just for managing internet leads?

MD - We adapted it for the whole dealership.  I was able to even incorporated service into it with a 3, 6, 9, and 12 month follow up.  I am trying to get everyone on the same page.

AIS - Are you doing Data Mining, Lease Retention, and Unsold Showroom Follow Up?

MD- Yes we are.  We have a huge lease retention business.  We work to make the processes simple for the showroom sales staff.  The BDC is becoming a customer retention center as well as a business development center.

AIS - Any Social Media Integration with your CRM? 

MD - No not yet.

AIS - What is your internet lead process?

MD - It is based on a round robin and your schedule.  If you go out to lunch you clock out.  We work internet leads from the time we get them until we get them in the door.  Our process is 120 days including phone calls and emails.  We mix it up based on the situation at hand.  If a customer has credit situations, we have different processes for them.  At the same time, a customer who is $10 away on payment has a different follow up process.  Everything is customized to the situation at hand.  At that point, we match up our customers with sales associates that we know will work perfectly with their needs and based on the type of vehicle that the sales person does best with.

AIS - Like the "Moneyball" effect?

MD - Yes.  I try to maximize opportunity and gain the competitive edge.

AIS - What are you doing with social media? 

MD -We have about 8300 fans on facebook and 8-10k followers on twitter.  I take social media very seriously and it will be more important then everyone thinks it will be.  We have about 2,000 followers on instagram.  Our blog sees about 3,000-3,500 unique visitors per month.  As far as I can track social media, we sell about 12 units per month.  But it is great for running a digital billboard and being in front of people.  It is more about branding.  However, very rarely do we talk about a sale and about cars.  We make it about the community and play a major role in it.

AIS - How do you handle the Phone Call Follow Up Process? 

MD - Phone calls are at a 45-90 process.  We work the lead until they buy or tell us to stop bothering them.  I was raised in the old school mentality but I am able to apply "old school" with "new school ways".

AIS - Who is your inventory solution?

MD - We use AutoTrader Market comparison because it is free and effective.  Everyone is on AutoTrader and so if you use the data that they give you properly you do not need another piece of software that will help you manage the prices.  If you use Cars.com the same way you will be able to do the same thing.  It is not different from what these other vendors are giving you in software.  We host inventory through HomeNet and Auction123 takes our pictures.

AIS - Who is your call monitoring solution? 

MD - Call measurement powered by Callbright.  They get automatically integrated with our CRM.  I love that because I know every single call that comes in.

AIS - What is your Online Reputation Management Strategy?

MD - We do very well with that.  We use google as a very important part of the reputation management strategy.  It is a culture that we adapted in the store.  I got all of the sales consultants and managers on board.  Pine Belt Nissan of Toms River went from 61 to 140 reviews on DealerRater in 5 weeks.  Again, it is all about culture and how the team embraces it.  I took it serious and made an account on DealerRater with pictures and reviews.  The buy in there once a customer walked in and asked for a sales person because they read a review.  We use google, DealerRater, cars.com, Edmunds, and Yelp.  We publicize it on our websites.  We are not scared of bad reviews because we have a process in place to handle them properly.

AIS - Do you have a video strategy?

MD - We have been getting personal videos off of pictures and customer testimonials.  Our YouTube account has about 29,000 views.  We have a top notch camera and equipment that can record quality videos.  We try to do it the right way.

AIS - What other additional resources, tools, websites, blogs etc... do you use as part of your "success strategy".

MD -

• I network with professionals.
• I attend conferences when possible.
• I mystery shop other dealers daily.
• I visit various forums daily such as www.automotiveinternetsales.com and many others
• All Google tools... I am a huge advocate of Google Analytics

AIS - What types of advice do you have for other ISMs or Internet Departments reading this article?

MD - Try things.  Try to get your hands in as many things as possible.  See what works.  Put your own customer twist on it.  Trial and error is the best experience.  I am not saying "don't listen to other people".  Just try things and learn all that you can.  You have to be relentless at it.  Keep doing it constantly and never stop learning.

AIS - Thank you very much for giving us some information that will allow other dealerships to be motivated to grow.  You clearly set a great example for automotive dealers nationwide.

The Reality of Zag.com/TrueCar

Friends,

I send this message as a true friend in the automotive industry.  As
some of you already know it is my mission to help dealers be
profitable and grow their results.

I wanted to reach out to you and send you this message to inform you
of what has been going on with Zag.com/TrueCar and the current
discussion.

I know that a lot of dealers are using Zag.com because they are sold
on the fact that they never pay for a lead and only pay $300 for when
the car gets sold.  The problem is that we give out access to our data.  Zag and TrueCar
pull all of our data including front end gross, trade value, and back
end gross.  Since they go into the database they pull information for
every deal that you did that month.

Now let's think.  Let's hypothetically say that you had an issue with
a deal.  I am talking about an issue where a customer was misquoted
severely to the point where you had one deal that you literally lost
$2,000 on.  This happens at some point or another.  Well now you let
Zag know of that information.  They take that low price and post it on
TrueCars.com as the best price out there.  Now you have customers
expecting to go into dealerships (including yours) to pay that
unrealistic low price.  This takes competition to a whole new level.

So I ask.  Why do we want to let a vendor take our data and use it
against us.  Let's face it, Scott Painter (CEO of TrueCar) has never
worked in a dealership or experienced the pain that we all had selling
cars and dealing with struggles.  He actually has been quoted saying
that he envisions this industry eliminating sales people with this
process.  Here is a man that is out to give consumers transparency
while hurting out business.  I believe in being fair, honest, and
showing transparency.  I do not believe in auto dealers getting hurt
to do it.  We should be playing on even field.  If Zag/TrueCar were
posting realistic figures allowing dealers to make a profit we would
not have any problems.

Check out this Automotive News Article: http://bit.ly/vbMAim

Also, Jim Ziegler has created a discussion on this topic right here
and you all need to read through this because it affect your business:
http://bit.ly/smOaRJ

Here are some more important resources for you to look at: http://bit.ly/jNtK8M

http://bit.ly/bIt4WP

The bottom line.  The automotive business has been great to me.  I
created a solid career out of it.  I learned skills in this business
that I would never learn anywhere (including college).  I have made a
decent living at it.  I started Dealer eTraining to give back to the
industry and help better our industry by providing training solutions.
 When I see a company get started that hurts our industry I care and I
want to see it go away.

As the saying goes, "there is no such thing as a free lunch".  If you
are using Zag because you like the fact that leads are free and you only pay
for the lead when the car gets sold you need to consider the damage
that you are doing by losing money on these deals and letting Zag use
your data to make you look bad in front of your customers as well as
create more tension between competing dealers.  Let's put an end to
this madness.  I propose that whoever is using Zag/TrueCar stop using
them and pass that on to everyone including your competitors.

But wait, this gets better.  Did you know that DealerTrack has stake in this?  Yes, DealerTrack and ALG are involved (http://bit.ly/vKu1VU).  That is right, a company that is supposed to be a dealer partner got involved.  I wonder how much more date is getting leaked in to TrueCar to hurt our business.

 

If you look at the facts you will see that you need to stop using Zag/TrueCar.  I have been saying this for a few years but now I am really speaking out loud about this.

--
Stan Sher
President
Dealer eTraining
Website: www.dealeretraining.com
Direct:             (732)925-8362      
Email: Stan@dealeretraining.com

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As I work with various dealerships all over the nation, I am still amazed at the kind of attitude that I find sales departments showing towards their BDC.  As a matter of fact, it is interesting to see how aggressive sales people embrace it while everyone else has a negative vibe towards it.  It is interesting to see the lack of appreciation that sales professionals have towards the support that is being given to them.  This is an ongoing that hurts many dealerships every single day.

                A Business Development Center (BDC) is usually setup as a call center where a coordinator is solely responsible answer internet email leads and phone ups to generate appointments.  This has become a more typical approach to maintaining an internet department over the last few years.   The benefit of it is that it allows support for the sales department to work with appointments instead of rely on the door for fresh ups.  The goal is to generate as many appointments as possible. The more appointments that come in the more cars the store will sell.  Sounds like a great idea right?  So, why do sales professionals still fight the idea of having a BDC?

The problem is that sales people are not trained in the new ways of handling customers.  They are not trained to work their customer relationship management (CRM) tool properly and ask the right questions that come along with it.  They get a customer that comes in as an appointment and start a new process instead of continuing a current process which creates a bad experience for the customer.  This happens because there is little or no communication between management and the BDC.  There is also no communication between the sales and BDC departments.  They should work together like a well oiled machine.  It is becoming evident that the focus is more on training how to handle an email lead or a phone up.  Dealerships need to start thinking about training their sales staff and management to adjust to handling their customers better and working as one solid team.

Here is what I propose.  Keep sales people on the floor but have them rotate shifts working in the BDC.  It is really very simple.  Each hour a different sales consultant comes in and helps the BDC.  Make it a requirement and sales people will start to destroy bad habits and build buy in for having a BDC.  Here are some of the benefits:

1. They will learn the importance of why they have a BDC in the dealership. 
2. They will be available to help with product knowledge TOs on calls. 
3. They will help make phone calls and prospect for business.
4. They can sometimes help a sell a car over the phone with customers that want to start the transaction process over the phone. 
5. They can help handle over flow of leads.  If they make an appointment in that hour, it is their appointment.
6. If they talk to a customer on the phone it is their deal.

 

 

The bottom line is that sales people need to learn what is being said and how it is being said on the phone.  They also need to understand why certain things happen the way that they do in a BDC.  A sales professional needs to look into the CRM and read the notes so that they can continue where the BDC left off.  The sales department needs to be thankful for the support staff that they have and help pitch in when they can.  Lastly, sales professionals need to learn what current technology is available to increase their own follow up and customer engagement.  These practices will show improved morale in the dealership and better results.

 

 

About the Author

Stan Sher is an Automotive Industry consultant and president of Dealer eTraining where he specializes in training automotive dealerships with their digital sales and marketing efforts.