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Stan Sher of Dealer eTraining presents "How to Maximize Your Opportunities Using Call Monitoring" on 2/13/13 on a webinar for KPA.
2013-02-13 10.02 How to Maximize Your Opportunities Using Call Monitoring from KPA - DealerWebinars.com on Vimeo.
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Stan Sher of Dealer eTraining Talks about Auto Response Email 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.
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!
http://www.dealersocket.com/public/pdf/casestudies/apple_honda_wins_automotive_internet_sales.pdf
Apple Honda Wins automotive internet sales Dealership of the Month Using DealerSocket CRM
Eric Nichols serves as Internet sales manager for Apple Honda in Long Island, NY. A month before Nichols began his position in April 2011, Apple Honda made the switch to DealerSocket because “…from what I understand, the old CRM (Reynolds & Reynolds Contact Management) was not doing its job. There wasn’t any note-taking capabilities, no accountability.”
When asked how DealerSocket has assisted with Apple Honda’s Internet sales success, Nichols stated, “It not only has to do with the power of the CRM, but also the processes we put into place with our consultants, which the CRM helps us execute.”
Specifically, Nichols attributes Apple Honda’s 52 Internet deals per month with a staff of 2.5 reps to DealerSocket and its integration with VAuto. Sales managers input all trade-ins to VAuto, allowing them to potentially work two deals with one customer. The two-deal-per-one-customer scenario is executed when a trade-in happens to be a vehicle that a different customer or prospect within DealerSocket wants to purchase.
Nichols is not only pleased with DealerSocket’s ability to increase Internet sales, “but sales in all departments, such as lease, unsold prospects, etc…”
Nichols’ Best Practices for Utilizing DealerSocket
“Every prospect is put into DealerSocket by the receptionist, no matter how many times
they have visited the dealership. This has really helped us with our follow-up process. The
Sales Tracking Report is always open on my computer, and it helps monitor what’s going
on. We have implemented an extended follow-up process, where we now follow up with our
lease portfolio for a year and 180 days for all of our Internet leads.”
Eric Nichols also attributes Apple Honda’s success while using DealerSocket to his consultants (Dealer eTraining), who are “always on the phone and always willing to help—great customer service.”
Testimonial: “I have worked with lots of CRMs in my automotive career, and DealerSocket’s
the best I’ve worked with, by far.” -Eric Nichols, Apple Honda
Does your dealership have a BDC or Internet Sales Department? When appointments show up to the dealership, is there a set process to handle these customers? Let me let this thought process for a second…
Ok, so right now you are probably realizing that you do have these departments yet they are under performing. Perhaps you have trained your sales staff in the basic methods of the road to the sale or you might have just hired a few “green peas” and thrown them out on the floor to learn as they go. Sound familiar?
Here is a fact: Over 90% of consumers go online before they walk into a dealership.
Here is another fact: In order for the showroom to be packed, traffic needs to be generated through appointments. Walk in customers do not just walk in like they used to.
When a BDC appointment comes in, how are the customers being greeted? Are they still saying, “Can I help you?” If this is still happening, your dealership is in trouble. The proper way to handle a proper meet and greet is as follows: “Welcome to ABD Motors, my name is Stan and you are? Great meet you. Are you here for a VIP appointment with our guest relations department?” Qualify the information. One you know what is going on make sure to inform management and the BDC that their appointment is here. Now continue with your road to the sale starting with logging the proper information into the CRM while simultaneously building really good rapport. Make sure to read the notes in the CRM that are already there so you can build that common ground. This is just the beginning of the process.
Are your sales consultants prepared to handle the modern customer? The modern customer shows up with an iPad and/or iPhone. They do not need to walk in printouts because they have the information in a digital format. These customers ask questions to which they already have an answer right at their finger tips. At the same time while working with your dealership they are also reading reviews about your dealership as well as others.
So what has changed? Not a lot really. The real change is the quickness of the transparency that dealers need to have. The processes that we have been taught over the years still apply to the selling professional. However, the modern day selling professional needs to be armed with knowledge of how to use certain consumer websites to pull factual information; sell the value of the car as well as the dealership’s online reputation. This modern day professional needs to be able to take out their smart phone at delivery and film a customer testimonial as well as take a picture of the customer with their new vehicle. There are so many great apps available on mobile phones that can really help a sales professional do amazing things that will enable a smooth, efficient, and powerful road to the sale process.
If anyone has questions on how to achieve sales greatness by using the modern road to the sale process, please feel free to contact me at stan@dealeretraining.com
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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 -
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.
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Stan Sher (Dealer eTraining) invites all greater New York area dealers to attend a workshop on how to effectively utilize email marketing on November 22, 2011.
