I Internet Sales Operations Self Evaluation: Each checked box = 4 points The goal is to reach 100 points

Transcription

1 I Internet Sales Operations Self Evaluation: Each checked box = 4 points The goal is to reach 100 points Name Title Date I. Vision & Goals: A successful Internet Sales operation starts with clearly defined vision and goals that are communicated throughout the dealership: Our dealer/general manager has outlined and published to our management team our Internet Sales vision Example: ABC Automotive uses Internet marketing to enhance our vehicle sales and profits while focusing on providing. Our dealership leads our market for our brands in most Internet Sales categories close rate, sales, response time Our dealership has established a practice of setting monthly performance goals for our Internet Sales Operation based on Key Performance Indicators Appointments Kept, Sales, Gross profit and Close rate and reviews these each week and at months end II. Customer Experience: Internet customers appreciate a quick and easy process: Our Internet Sales process is designed to deliver an exceptional experience to our prospects and we market this on our website and in all our electronic and live communications e.g. The Dealership Name Internet Experience. Our Internet customers can expect our entire dealership team to understand their unique buying needs including the floor salespeople, New and Used sales managers, finance managers, etc. III. Strategies for lead handling: The foundation of every successful Internet Sales operation is the lead handling process We have a well structured follow up process that outlines clearly the steps to drive connections with our Internet prospects for 12 months or more We respond within minutes by phone if possible and continue to market until they respond or unsubscribe using a combination of telephone, , text, chat, video, etc. Our sales managers (or equivalently experienced Internet Sales / BDC Manager) review each and every lead (immediately or in structured audits) to ensure they are receiving the best possible handling with a focus on personalization in the first few days IV. Structure: A common thread in successful Internet Sales operations is a structure that works seamlessly with variable and fixed operations: We have a structure that is integrated with our overall sales and service processes to involve and share responsibility for ensuring all prospects and customers receive the highest level of service and our entire team gains an orientation to what it takes to be successful overall Our variable and fixed operations management team helped design our Internet Sales and service processes and are engaged daily in helping our Internet Sales operation be successful V. Tactics Lead Handling is science but Tactics are the Art of the process: We use extremely effective templates approved by sales management when ing our customers We use extremely effective scripts or word tracks approved by sales management when calling our customers We have a database marketing plan in place that communicates via to our Internet prospects for months and years

2 VI. Marketing Internet marketing is the catalyst of a successful operation: Our dealership has an engaging website that compliments our brand and generates a high volume of phone calls, live chats and electronic leads Our dealership website has customized written descriptions of used vehicles with multiple photos and on the market pricing Our website allows customers to evaluate their trade in online, apply for financing, purchase parts and accessories and schedule service Our dealership website shows up naturally near the top when logical search terms (Search Engine Optimization) are typed in such as Ford Fusions in My town and state; We utilize Search Engine Marketing to supplement our SEO Our dealership has a well defined strategy for Social Media and is successfully using sites such as Facebook, Twitter, YouTube, etc. as well as Online Reputation Management sites like DealerRater, Google Maps, Yelp, etc. Our dealership has a return on investment from our Internet marketing that is 5x the cost (e.g. $1000 spent = $5000 revenue) We have an effective database marketing plan in place so we can market to our customers and prospects two or more times each month We collect communications data from all prospects ( address, Cell Phone #, Address, etc.) during sales and service visits, phone calls, live chats, etc. VII. Technology: Technology should enhance your lead handling process and make it easier to remember prospects intentions so you have better communications: Our dealership has an effective Lead management/crm tool to manage our leads and this is fundamental to our success Our team members embrace our technology and are effective in using it daily to manage processes VIII. Metrics and Reporting Formats We measure our lead sources on Key Performance Indicators such as Connection Rate, Appointments Kept, Sold vehicles, Close Rate, Gross Average and Cost Per Vehicle Sold and make decisions on which sources to use based on the analysis of this data We measure our Internet Sales / BDC Team members on similar Key Performance Indicators such as Connection Rate, Appointments Kept, Sold vehicles, Close Rate, Gross Average and Customer Satisfaction and make decisions on who works with our Internet prospects Total points (4 points for each checked box) The total accumulation of points is not a clear indicator of whether your dealership will be successful selling vehicles on the Internet. The rankings are subjective and based on the experience and results of clients of KainAutomotive.com. Please use the point total as a guideline of where you may have areas of opportunity within your dealership.

3 IX. Please describe your Current Internet Sales Operation Please describe your current Internet Sales Operation in general terms (personnel, marketing, technology, results, etc.) to provide us insight on how you view the Operation as it stands. Please describe what you would like to see with respect to results and other benefits from your Internet Sales Operation. X. General information How much do you spend each month on overall Digital Marketing? How many new vehicle leads do you receive each month? How many used vehicle leads do you receive each month? How many new vehicles do you sell from the Internet each month? How many used vehicles do you sell from the Internet each month? How many new vehicle sales calls do you receive each month? Don t Track How many used vehicle sales calls do you receive each month? Don t Track or or Please list where you generate/purchase leads from each month: E.g. AutoTrader.com, Cars.com, Dealix, etc. Who is your dealership Website provider? Do you use the following: YES NO Company Name Search Engine Marketing Search Engine Optimization Call Tracking Used Car Vehicle Photos New Car Vehicle Photos Trade Evaluation Tool Credit Application Sales Coupons Live Chat Text Messaging Data Mining Software (Xtream, Gold Digger) New/used car video provider

4 Which CRM or Lead Management Tool do you use? Which DMS do you use? Do you use Management approved templates? Yes No Do you use Management approved telephone scripts? Yes No Do you use Management approved voic scripts? Yes No Do you use Call Tracking for inbound telephone calls? Yes No Does your management team listen to the calls and coach their employees? Yes No Do you use Video walk-arounds as part of your response? Yes No Do you have job descriptions for your Internet Sales staff? Yes No Do you have an effective compensation plan in place? Yes No Social Media & Reputation Management Do you have the following: YES NO Company Name or in-house Facebook fan page G+ business page Twitter account YouTube channel Pinterest account Blog Foursquare Linked In Do you have a process in place to generate positive online reviews? Yes No Does your dealership respond to customer reviews? Yes No Title of Responder _ Please fax your completed form to KainAutomotive.com at if you would like our team to provide you information about our training or consulting services If you have any questions feel free to us at training@kainautomotive.com or call We ll be glad to help.

5 What Roles and Responsibilities do you have in mind for your Internet Sales Operation? Inbound Phone Calls Please check the calls you want your Internet Sales team to process Inbound Sales Calls for General Inquiries Inbound New Vehicle Sales Calls Inbound Used Vehicle Sales Calls Inbound Parts Request Calls Inbound Service Appointment Calls Inbound Service General Question Calls Other Inbound Internet Sales Requests (Leads) Please check the Internet Sales Requests you want your Internet Sales team to process Inbound Sales Requests for General Inquiries Inbound New Vehicle Requests Inbound Used Vehicle Requests Inbound Parts Requests Inbound Service Appointment Requests Inbound Service General Question Requests Other Outbound Phone Calls Please check the Outbound Calls you want your Internet Sales team to process Unsold showroom traffic calls Missed appointment for sales and service calls Customer service satisfaction survey calls Other Marketing Please check the tasks in this list you want your Internet Sales team to complete Website general oversight and updates Vehicle photos Vehicle descriptions Vehicle pricing Vehicle Videos Specials, Incentives, etc. Database Management Database Marketing (enewsletter, blasts, etc.) Search Engine Optimization and Marketing Lead Source Selection and Management Metrics and source accountability Social Media Management Other Other Please check the tasks in this list you want your Internet Sales team to complete Live Chat Text Messaging Video Creation (welcome, thank you, etc.) Other

6 Dealership Profile Dealership (Group) Name: Website Address: Physical Address: _ Mailing Address: Phone #: Fax #: Ownership/General Management: Owner/GM Name: Phone #: Quick sales and gross profile: How many vehicles does your dealership sell each month (include both offline and online please) How many new vehicles do you sell on average? Front and Back gross average How many used vehicles do you sell on average? Front and Back gross average Dealership Management Team: General Manager: NC Sales Manager: UC Sales Manager: Internet Sales Manager: BDC Manager: Finance Manager: Service Manager: Parts Manager: address: Internet Sales/BDC Team Members Name: Name: Name: Name: Name: Name: If more than above please list on a separate sheet