H O W T O D R A M AT I C A L LY I N C R E A S E P R O F I T S U S I N G A B D C A N D C A L L M O N I T O R I N G

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1 H O W T O D R A M AT I C A L LY I N C R E A S E P R O F I T S U S I N G A B D C A N D C A L L M O N I T O R I N G Revealed in our study of the data behind 29,000 phone calls to auto dealerships Greenspring Drive, Suite LL10-LL20, Timonium, MD Call Vi s i t CallRevu.com

2 Drama%cally increasing sales without directly increasing adver%sing costs is every deal- ership's dream, right? Some may see it as a pipe dream, yet for many Dealerships using a call center to directly handle incoming calls and set appointments is making this dream a reality. A dedicated call center comprised of phone specialists, and complimented by a call monitoring process has improved Adver%sing Efficiency for many Dealers. Listed below are some of the ways these dealers have made their dreams a reality: Personally and promptly answering every call and tending directly to the caller s needs - - increasing the scheduling of appointments, maximizing customer sa%sfac%on, and minimizing revenue lost as calls go unanswered, lek on hold, or sent into voice mail. Successfully connec+ng more incoming calls with the correct dealership Product In- forma%on Expert the first %me! Monitoring not only call volume, but also measuring the results generated by the call. Listening to every call to hear: Who do they ask for? Who do they get connected with? What happens on the call? Effec%ve Call Monitoring provides the missing link in measuring your true ROI per ad source. Successfully obtaining a higher percentage of their customer's contact informa%on, making follow- up and future prospec%ng calls not only possible - - but also profitable! Receiving monthly Performance Reports, making training, coaching, and con%nual improvement of the team a realis%c expecta%on! Leveraging Real- %me Call Alerts received via , text, or Mobile App to rescue at risk profit opportuni%es and proac%vely eliminate problems off before they start. The Bo5om Line is this: Taking your team s phone handling skills from Average to Good will create an increase of $40K+ in gross profit per 100 successfully connected true sales calls to your store. 2

3 The Call Center & Call Monitoring Every item we listed above is a contribu%ng factor in increasing your stores Ad- ver%sing Efficiency. Basically SAVING your MONEY! Each element will be ex- plained in detail, but first, let s define a Call Center. In this discussion, Call Center refers to a Business Development Center (BDC). In the automo%ve industry, a Call Center (or BDC) ideally is staffed with customer service representa%ves (NOT Salespeople!) who are responsible for managing every aspect of your callers experience from Dial to Smile. EVERY customer in- terac%on is understood to have VALUE. Profit opportuni%es (Appointments) are maximized, and the callers percep%on (CSI) is op%mized. Monitoring and tran- scribing the inbound calls to your Call Center (BDC) helps sharpen the team s skills, increase ROI for all departments, and helps you see your Customers Voyage from a unique perspec%ve, your callers perspec%ve. In a recent study, roughly 29,000 monitored pure sales calls from a combi- na%on of both foreign and domes%c dealerships were listened to and summa- rized. This study revealed that the use of a Call Center (BDC) with Call Monitor- ing improved dealership profitability significantly. In this study, approximately 12,000 of the calls monitored were from a non- call center environment, while approximately 17,000 were from a Call Center environment. The results of this study are summarized below: 3

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5 Increased Profits in 3 Simple Takeaways 1. More Calls Are Answered Answering incoming calls promptly, handling them direc%ng whenever possible, and effec%vely and efficiently aiding the caller in loca%ng the party they are seek- ing is the most important part of maximizing the profit poten%al your phone pro- vides. With sales representa%ves handling incoming calls, 53.2 percent are an- swered or connected successfully with the correct party. In a call Center environ- ment, 67.6 percent are connected successfully, an increase of 27.1 percent. Over- all 31.2 percent of incoming calls reques%ng sales do not reach an agent prepared to help. In a Call Center Environment this number drops 90.2 percent to 16.4 per- cent. We can t appoint callers who we can t talk to! 2. More Appointments Are Set AKer the proper connec%on of a call, the scheduling of a firm appointment to maximize our probability of talking face to face with the caller is the primary goal. With sales representa%ves handling the calls, 29.3 percent of all sales calls end with an appointment set with the customer. With a dedicated Call Center that number increases 86.7 percent to 54.7 percent! Call Center agents are trained to appoint, not sell. This subtle but notable difference impacts call handling produc- %vity drama%cally. We can t appoint callers who we try to sell, our mission is to serve! 3. More Customer Information is Obtained 5

6 For sales representa%ves handling incoming calls, 48 percent of incoming callers will provide their personal contact informa%on (if it s asked for!). In a Call Center Environment that number jumps to 64.4 percent. Our consistent goal must be to provide the caller valued informa%on or service. In order to do that we need to make genng our customers personally in touch with our teams a priority. Voice mail and messages need to be understood as simply not acceptable when other op%ons are available. Seek to serve, serve to please! Layer Call Monitoring for Complete Control of the Phone Handling at Your Dealership Ad tracking is very important to the health of a dealership. Spending money on an adver%sement that no one looks at is like throwing money away. With properly u%lized call tracking sokware, every ad you place should have a different trackable phone number. Only then can you measure which ads work and which ones don't. Ad tracking simply tells you who dialed the phone in response to the mes- sage you ve provided. Call Monitoring tells you how much you can expect to make, and whether the adver%sement is worth re- inves%ng in or expanding! Monitoring each call your Call Center handles allows you to see what the callers are asking about, where they are being directed, and how they are being handled 6

7 call by call. On top of the number of phone calls you generated from your adver- %sing investment, you ll have the actual results of your campaign.daily! Armed with the facts, you can determine if an ad was truly successful (Did it make the phone ring?), if your dealership staff needs training (Did we turn calls into ap- pointments? Why or Why not?), then truly fine- tune your adver%sing message or sales department accordingly. The data compiled from monitored calls can be summarized into a monthly pro- duc%vity report. A monthly comparison of ad campaigns and their corresponding true produc%vity allows you to fine tune your message, and the way you choose to deliver it to the buying public. Addi%onal extracted data will allow you to stra- tegically target the essen%al elements of phone handling that need added focus and improvement. Targeted training for the Call Handlers, Management Teams, and Sales Teams can then be developed and presented, paving your Dealerships way to a cycle of con%nual improvement. How do you obtain an increase of roughly $44,590 in gross profit per 100 successfully connected sales calls? Read on to find answer! 7

8 55 of every 100 incoming calls in a call center environment end with an ap- pointment made, while only 29 end that way for a non- call center environment. 8 of the 45 (40%) un- appointed incoming calls get follow- up ending in ap- pointments being set with a call center, while only 14 of the 71 (20%) un- appointed incoming calls have the same result for non- call center handled calls. The average show rate for call center handled calls with confirma%on is 65 percent, while the show rate for a non- call center without confirma%on is 50 per- cent. That comes out to 47 appointments that show out of 100 total incoming calls for a call center, with only 22 out of 100 for non- call center. Even the closing percentage is affected by having a dedicated call center. For call center assisted, 65 percent of appointments that show end in sales, while non- call center have that same rate at 50 percent. This puts the es%mated units delivered per 100 incoming calls at 31 for a call center and 11 for non- call center. Assuming an average front and back blended PRU of $2,240, a Call Center en- vironment, mirrored with a Call Monitoring tool creates an approximate increase of $44,590 in gross profits per month! View the data points explained in this graphic: 8

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10 If you would like to see berer overall results in both profitability and customer sa%sfac%on levels your current phone handling processes generate, let a dedi- cated team of specialists, trained to specifically handle in- bound phone calls serve you and your callers. A Call Center- CRC- RMC will help grow your business. Join the ranks of top performing auto dealerships with call monitoring, transcrip- %on and repor%ng. Call and ask for Chip King or visit CallRevu.com today! * All of the sta,s,cs used are from a study performed on 29,000 measured sales department calls for new, used, foreign, domes,c dealerships. Approximately 12,000 of the calls monitored were from a non- call center environment, approximately 17,000 were from a call center environment. 10