The key to a greater performing dealership is learning how to sell more from the leads you already have. This week on Auto Marketing Now, Brian Pasch shows you how to inspect and improve your internet sales process using his 4×60 spreadsheet.
Every dealership has a sales process. The issue is that, more often than not, it is not followed. Most dealerships fail to consistently train on their process, and many core steps are lost in translation. Without systematic training, how can you inspect what the team is doing?
The 4×60 spreadsheet is made up of four steps:
- Contact
- Appointment
- Show
- Sold
Steps one and two can be handled by a call center, but steps three and four are handed off to the floor team. By setting a 60% performance goal for each step as shown below, you can effectively measure your training and determine which areas need help.
You may be asking yourself, what does this module really mean? Well, if 100 leads come into a CRM, 60 of them should have two-way contact. Of those receiving two-way contact, 60% should set an appointment. Of those who set an appointment, 60% should show. And 60% of the shows should end in a sale. This leaves you with a 13% closing ratio as shown below.
This is the start of measuring a process and determining where additional training is needed. Below we will take a look at a dealer group’s performance over a 90 day period.
If they had focused on improving their appointment ratio, their stats would look like this:
If we don’t have a process to look at each step of the work flow, we do not have a process for improvement. So remember:
- Work with your team to combine current store efforts with best practices to achieve 4×60’s if not greater
- Develop a customized follow up schedule to increase KPIs
- Work closely with each BDC manager to train and develop the department. Be a coach!
- This will not be a cookie cutter solution – it’s a measurement tool
If you need further assistance creating an effecting training strategy, check out some online training workshops!
Marketing Tip:
Lately, there has been a string of OEM recalls, which is a great opportunity for your dealership. Target all owners of vehicles that are under recall and create a recall conquest campaign to increase your customer base.
Get your dealership connected with those customers using Google customer match and Facebook custom audiences. In your campaigns, you can offer them money for their existing car, or other benefits to care for their recall needs.
Email Grab Bag Question:
“I don’t have time to mystery shop all of the stores in my dealer group, is there a tool I can use to measure the performance of my internet sales process?”
If you don’t have time to use something like the 4×60 spreadsheet, you can use a mystery shopping tool such as stealth shopper. The tool allows you to schedule a number of mystery shops per month to analyze how your team is following the process. The tool also shops your competitors, so you can determine how effectively your process stacks up against the competition. To automate your mystery shopping experience, visit http://stealthshopper.net.
Want further insights into your process, as well as a detailed guideline with actionable tips for improvement? Our digital audits are performed by subject matter experts who spend one month assessing your SEO, paid search, social media, lead handling, and website merchandising efforts. All areas are thoroughly analyzed, then strategically mystery shopped to evaluate your true consumer experience. Fill out the form and a team member will be in touch shortly to show you an example of one of our extensive digital audits.
Remember to tune into Auto Marketing Now every week for the latest and greatest in automotive digital marketing.
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.