1. The New Internet
Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
seanb@dealersynergy.com
@seanvbradley
Your
photo
here
3. 3
Current Situation Analysis
Overview
average showroom sales consultant sells 9.6 units per month
4. 4
10 sales people, 2 - 3 managers (plus F&I) for 360 “ups” and 96 deliveries!
360“ups”
96Sales team
Current Situation Analysis
Output
Deliveries
5. 5
Current Situation Analysis
Allocation
650400 250
Sales team
Fresh Internet leads Residual Flow Factor Total opportunities
6. 6
Current Situation Analysis
Conflict
Lack of respect . No support . Lopsided resources . No training
7. 7
Current Situation Analysis
Mis-match
Many dealers still do NOT recognize the SINGLE MOST POWERFUL Opportunity… the INTERNET! The way
they engage the Internet is NOT conducive to success.
8. 8
Current Situation Analysis
Division
Dealers that do recognize the Internet is the ultimate opportunity for profound growth and success, they
almost all fail to implement a true holistic approach.
11. 11
Internet Leads
Divide the leads
among showroom
staff
Segregated &
dedicated sales team
Team of Internet
sales
consultants
Current Situation Analysis
Approach
23. Conserva1ve/Smaller
Department
450
Ac2ve
Opportuni2es
3
Coordinators
x
120
Calls
Per
Day
=
360
Total
Calls
a
Day
360
Calls
Per
Day
x
22
Working
Days
=
7920
Calls
x
14%
Connec1on
Rate
1108
Connec1ons
x
25%
Set
Rate
=
277
Appointments
277
Appointments
x
55%
Show
Rate
=
152
Ups
152
Ups
x
42%
Close
Ra1o
=
64
Units
23
25. Reality
Check
Example
300
Cars
a
Month
27
Salespeople
Genera1ng
111
units
from
Phone/Internet
Department
189
Remaining
Units
from
the
Showroom
27
Salespeople
/
189
Units
=
7
Units
Per
Salesperson
8
Ways
to
Sell
a
Car
-‐
2
Ways
(Phone/Internet)
=
6
Ways
Increase
2
Units
x
27
Salespeople
=
54
Addi1onal
Net
Units
25
Point
of
Diminishing
Return
on
Follow
Up
for
the
Showroom
26. Reality
Check
Example
26
189 Units + 54 Additional Net Units = 243 Total Units from the
Showroom
27. Reality
Check
Example
Because
of
the
shiN,
conven1onal
Showrooms
are
neglec1ng
the
6
OTHER
ways
to
sell
a
car.
27
● Phone Ups
● Internet Ups
● Walk Ins
● Be Backs
● Service Conversions
● Orphan Owners
● Referrals
● Prospecting
31. 31
Implementation
An interdependent “Internet” dealership.
Showroom dept
Internet dept
Synergistically setting up BOTH the Showroom department as well as the Internet department and then
INTEGRATING them together!
33. Point Guards
33
Point Guards are Hybrid Professionals functioning
as BOTH Sales Consultants and Internet Coordinators.
Besides being a sales professional they should be able
to handle calls and function EXPERTLY on the phone.
35. ● Perpetuate Departmental Momentum
● Substitute Teacher
● T.O. Manager
● Take Inbound Phone Ups
● Share Automotive Knowledge with the Internet Department.
● Possess the ability to provide the selling component to a prospect.
Point Guard Responsibilities
35
39. Department Organization
39
Production Ratio for 100 Units
Internet Director Point Guards Internet Sales Coordinators
1
2 3 4
5
600 Fresh Leads + 400 Carry Over Leads = 1,000 Opportunities
40. Department Organization (scheduling)
40
Monday, Wednesday, Friday 9 - 6
Tuesday & Thursday 11 - 8
Rotating On Weekends
Team 1 (odd)
Internet Sales Coordinators
Monday, Wednesday, Friday 11 - 8
Tuesday & Thursday 9 - 6
Rotating On Weekends
Team 2 (even)
Internet Sales Coordinators
Cover Staffing Shortfalls
Excluding Weekends
Team 3 (flex)
Internet Sales Coordinators
1
2
3 4
5
Sales Consultants Point Guards
46. 46
4 hours of inactivity per day
results in a 22% reduction in
daily productivity
18 working hours per day - 4 lost production hours per day = 12 hours worked
12 hours worked
4.5h x 100% = 22%
*
*
47. Evolu1on
47
BDC/Internet Department
Use the
Showroom
Bootcamp
Showroom Sales
Coordinator
Incubator
Training Promotion
in the following ways (cross pollinate)
SYNERGIZE
51. The New Internet
Dealership
Sean V. Bradley, CSP
Founder/President
Dealer Synergy
Audubon,NJ
267-319-6776
seanb@dealersynergy.com
@seanvbradley
Your
photo
here
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