Internet: Sales
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INTERNET SALES
TRAINING
BZResults.com
Table of Contents
Internet Sales Training
I. INTRODUCTION II. THE BIG PICTURE III. THE OPPORTUNITY IV. BEST PRACTICES V. Appendix
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Introduction
Internet Sales Training
SECTION 1
Introduction
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Introduction
Internet Sales Training
INTRODUCTION Please answer the following questions:
•
Your name:
•
Your dealership & position:
•
How long you’ve been in the industry:
•
What you want to get out of today:
Thought for the day:
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Plan it. Do it. Improve it.
4
Internet Sales Training
Introduction
GOALS The purpose of this workshop is to: •
Refine, revise and enhance your current Internet Sales Process to help you sell more cars, serve more customers and make more money
OBJECTIVES Upon completion of this course you will be able to: •
Refine your current internet strategy
•
Understand the scope and value of your BZ Digital Marketing System
•
Discover best practices and build your skill for increasing internet sales & profitability
•
Verify and improve your proficiency with the top BuzzTrak user skills
•
Customize a step-by-step action plan that drives results
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Internet Sales Training
Introduction
Overview of Digital Marketing System
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Internet Sales Training
Introduction
Survey Write down all of the benefits of the internet & digital marketing:
Write down some of the challenges the web and digital marketing create:
What are some successful ways to overcome some of these challenges?
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The Big Picture
Internet Sales Training
SECTION 2
The Big Picture
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The Big Picture
Internet Sales Training
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Internet Sales Training
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The Opportunity
Internet Sales Training
SECTION 3
The Opportunity
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Internet Sales Training
The Opportunity
Do you agree…? • Over half of all new and used car buyers use the Internet to do research before making a buying decision…And that number is on the rise?
Yes
No
• Many of these customers have access to more product and price information than sales people do?
Yes
No
• The sales person’s perceived lack of knowledge can reduce credibility and trust with customers?
Yes
No
• The Internet informed customer brings new challenges that threaten profitability and CSI?
Yes
No
• Some of the information these customers have is incorrect and this can hurt sales and profits?
Yes
No
• Many sales people lack the training to handle these challenges without hurting sales, profits & CSI?
Yes
No
• The Internet informed buyers who know more expect more from your dealership and may buy elsewhere if they do not get the experience they expect?
Yes
No
• A strategy for preparing salespeople and managers to handle the challenges of selling to the Internet informed customer on the showroom and phone can boost sales, profit and CSI?
Yes
No
• Dealerships who market their online dealership website will attract more customers than dealers who are not promoting their website?
Yes
No
• If we confirm 100% of our appointments, we can double our show ratio and in turn that will double our sales and profits?
Yes
No
• A large percent of customers do not respond because they are a month to 2 months away from buying their next vehicle?
Yes
No
• If we follow-up with customers who do not respond or do not show up for their appointments, we can double our closing ratio?
Yes
No
Yes
No
• A dealership with a trained and dedicated Internet Manager that who implements a clearly defined sales process will have 2 to 4 times better results than a part time Internet Manager?
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The Opportunity
Internet Sales Training
Internet Business Opportunity
Internet Business Opportunity Numbers
Benchmark
Desired
Actions
Leads Appointment %
50%
Appointments Show Appointments %
70%
Show Closing %
70%
Sold
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Best Practices
Internet Sales Training
SECTION 4
Best Practices
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Internet Sales Training
Best Practices
INTERNET PROCESS MANAGEMENT
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The Opportunity
Internet Sales Training
INTERNET MANAGMENT PROCESS
Auto Response
Auto Response
Personalized Response
No Appointment
Phone Call
Yes Appointment
No Appointment Follow Up
Yes Appointment
Confirm Appointment Yes Appointment
Update Welcome Board
No Show
No Show Follow Up
Appointment Shows
Sell Vehicle
Follow Up
Household Prospecting & Referrals
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The Opportunity
Internet Sales Training
PHONE PROCESS
Phone Process DO’S
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DONT’S
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Internet Sales Training
The Opportunity
EXERCISE 1. Read the Internet Sales Phone Guide on the following pages 2. Highlight or underline the key words and phrases 3. Share what you have highlighted with your team and why you highlighted them 4. Read the Internet Sales Phone Guide aloud with your team 5. Role-play the Phone Guide with a partner (be yourself when you are the customer - do not pretend to be someone different) 6. When you’re finished role-playing, tell your partner one thing you think they did well
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INBOUND INTERNET CALL GUIDE
19
(Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve? (Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
INBOUND INTERNET CALL GUIDE
20
(Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve? (Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
The Opportunity
Internet Sales Training
PHONE PROCESS
Phone Process CHALLENGES
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SOLUTIONS
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22
SECTION 5
Appendix • PHONE GUIDE • MILLION DOLLAR QUESTION • BILLION DOLLAR QUESTION • BUZZTRAK USER SKILLS • QUICK START ACTION PLAN
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Phone Guide
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OUTBOUND INTERNET CALL GUIDE
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(Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with ____________? The reason I am calling is to discuss your request information and so we can give you all the information you need. I will only need a few moments of your time. May we proceed? (OK) By the way…Have you ever bought a vehicle online before? Yes - Great! Tell me, how did it go? No – Great… you will love it… it is a pleasant and easy process Let me tell you how the process helps you find the perfect vehicle . . . There are three easy steps: 1. Find exact vehicle by identifying exactly what options you want 2. Give the information you need 3. Schedule a convenient time to test drive the vehicle and to complete the paperwork (Determine Wants and Needs) You indicated that you are interested in a ___________ what other equipment would be important to you? (Summarize and explore needs) Other than that… what else would you like… tell me more… what do you mean by…
(Explore Alternatives) By the way, if there was a similar vehicle, with similar equipment, that was less expensive, would you consider it or would you rather us rule that out for you? (If yes, interview more i.e. Packaged Vehicles, One Year Older, Demo, Certified or Nearly New)
(Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________ Make _______ Model ___________ Miles ___________ Equipment________________________________________________________________ By the way, so we can have a better understanding of what is important to you, what do you like best that you would like to carry over to your new car? What do you like least that you would want to improve?
(Determine Buying Cycle) So we can give you the right info…Is this something you want to do in a few days, weeks or months? (Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
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INBOUND INTERNET CALL GUIDE (Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve?
(Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
26
CONFIRMATION CALL GUIDE (Greeting) Hello, may I speak with _____________ ? My name is ___________________ am I interrupting anything? (Reason for Call) The reason for my call is to thank you for setting time aside to meet with _________ and to confirm our appointment for _________________ at __________________. (Confirm Directions) Would you like point – to – point directions? (Send them to your website or send the an email with a link to directions.) (Increase Show Rate) Great, I look forward to meeting you and will see you on ________________________. And remember, if for any reason you are going to be early or late, please let me know and if anything changes on my end, I will return the courtesy. (Thank You) Thank you for your time and we appreciate your business.
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COUPON RESPONSE CALL GUIDE (Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with _________? Hi, _________. The reason I am calling is to confirm that we have received your certificate and to let you know you are registered in our system to qualify for a $______ discount off of any new or pre-owned vehicle. And I’d like to take a minute to let you know how to redeem that discount. Fair enough? Great! (Determine if They’ve Been in) By the way, have you worked with any one in the dealership yet? (If yes, direct them to that person, if not, have them ask for you when they come in.) (Explain Coupon) To redeem your $_____ simply print the certificate and bring it to the dealership. Make sure you ask for _______manager to qualify for the coupon and after you select your vehicle you’ll be given everything else you need to take advantage of your pre-approved discount. (Offer Free Specials and Updates) Would you like updates on other new specials and promotions? No – Great … just remember you can visit our website or give us a call if there’s anything else you need. Yes – Great … what type of new and used car promotions would interest you? (Identify Needs) New or Used? Car, truck, van or SUV? Make? Model? Options? (Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that or should we rule it out? (If yes, interview more … ) (Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment____________________________________ By the way, so we can have a better understanding of what is important to you, what do you like best that you would like to carry over to your new car? What do you like least that you would want to improve? (Determine Buying Cycle) So we can give you the right info…Is this something you want to do in a few days, weeks or months? (Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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GREETING FOR APPOINTMENTS (Greeting) Welcome, my name is ________________ Thank you for visiting our store (Introduce Process) We want to make the best use of your time so we have set aside some vehicles for you to look at and before we do that let me tell you what to expect: 1. First I want to review what you want while we go look at the cars 2. Select and inspect your exact vehicle to make sure it is what you want 3. I will present the vehicle to you, and if you like you can have a no-obligation test drive 4. Then we will come inside so I can give you all of the pricing information you need. Is that ok with you? Great. Follow me. (begin to review what they told you they wanted) (Review Needs) You said that you wanted a ___________ model with _____________ equipment … right? Has anything changed or is there any thing else? (continue reviewing their needs to confirm and clarify what they’re looking for and transition into the selection and presentation.)
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Unsold Follow Up Call Guide (Sales Person) (Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am I interrupting anything? (Reason for Call) The reason I am calling is . . . first to thank you for visiting with us on _________ and also to check up with you to see if you had any questions or concerns. (Review Visit) By the way . . . how did you like the vehicle you looked at? What did you like the best? Are the figures comfortable for you? (Clarify customer responses) (Determine True Objection) If there was one thing that kept you from feeling comfortable taking ownership of the vehicle, what might that be? (Repeat rand clarify response) (Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that or should we rule it out? (If yes, interview more … ) (Schedule Appointment) So we can make it easy and convenient for you to (state objection resolution) ... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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No Show Follow Up (Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am I interrupting anything? (Reason for Call) The reason I am calling is because I may have missed you yesterday and wanted to make sure you were treated properly when you visited us. (Determine Interest) Are you still considering a new vehicle? (Schedule Appointment) So we can make it easy and convenient for you to see the vehicle, when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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Overview of Buzztrak
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MILLION DOLLAR QUESTION Sales Opportunities
Thinking: In order to fuel the BuzzTrak engine that drives the digital marketing system, we need to populate our email database. Permission-based contact is the way to do this. Our principle of *Benefit/Request is the way to execute. LEAD IN STATEMENT:
“Oh…Before you leave…” “Oh…Before you go…” “Oh…Before I hang up…” BENEFIT:
Example 1: “Would you like us to send you a FREE virtual test drive on the vehicle you’re interested in?”
REQUEST: “What’s the best email to reach you?”
ACTION(S) TO TAKE...
• • • • •
Send “Free Virtual Test-Drive” to all un-sold/sold customers. Send positive articles & reviews about the desired vehicle. Send “Certified pre-owned” buzzmail. Send “Grand Opening of our New Virtual Dealership” buzzmail. Send “Why Buy Here” buzzmail to customer.
Who do we ask the “Million Dollar Question?” • All incoming traffic (Showroom, Phone, E-mail). • All outbound customer contacts (Retail/Lease, Previous customer base)
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BILLION DOLLAR QUESTION Variable & Fixed Operations…
Thinking: As we move forward in the future we need to provide the customer a benefit to “re-connect” with them through communication (email). Permission-based contact is the way to do this. Our principle of *Benefit/Request is the way to execute this. LEAD IN STATEMENT:
“Oh…Before you leave…” “Oh…Before you go…” “Oh…Before I hang up…” BENEFIT:
Example 1: “Would you like us to update you on new products and promotions going forward?
Example 2: “Would you like us to send you a FREE virtual test drive on the vehicle you’re interested in?”
REQUEST:
Your email address is…
ACTION(S) TO TAKE...
• • • •
Send “Why Buy Here” buzzmail to customer. Send “Free Virtual Test-Drive” to all un-sold/sold customers. Send “Grand Opening of our New Virtual Dealership” buzzmail. Send “Certified pre-owned” buzzmail. Send positive articles & reviews about the desired vehicle.
Who do we ask the “Billion Dollar Question(s)?” • All incoming traffic (Showroom, Phone, E-mail). • All outbound customer contacts (Retail/Lease, Previous customer base). • For sold/service follow up ask: “Would you like us to update you on recalls, service and sales specials?”
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Yes…GREAT!
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TOP TEN BUZZTRAK USER SKILLS
A BuzzTrak Black Belt should be able to: 1. Understand the Status of a client and how it impacts the follow up process based on a change in Status. 2. Update a client’s status in Automatic Templates and Dormancy Suites to ensure that each client is receiving the appropriate automated Buzzmails. 3. Increase efficiency and sales by learning to quickly retrieve the information you need regarding working leads, lead groups and individual clients to create a daily work plan. 4. Use the Appointment Function to track results and schedule your day. 5. Navigate each tab within the Client Profile to update records and activate appropriate automation. 6. Use the navigation icons to quickly and easily find what you need and execute tasks. 7. Use email templates to respond to leads in a fast, professional manner. 8. Create a client group and execute a bulk email as well as an automated Buzzmail to drive more traffic to your dealer ship at no additional cost. 9. Manually input a customer to leverage the power of BuzzTrak’s automated follow up capabilities for phone and show room traffic. 10. Resolve technical questions and boost your proficiency with the Help Section and continuous BuzzTrak training.
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MANAGER’S TOP TEN BUZZTRAK SKILLS
A Manager who leads BuzzTrak Black Belts should be able to: 1. Execute each of the Top Ten BuzzTrak User Skills as listed previously. 2. Track and measure the number of leads in any specific category for any specific period of time. 3. Track and measure the Shown Appointment Status. 4. Track and measure the delivered and sold vehicles. 5. Identify and review how the staff is communicating with clients and prospects. 6. Track, measure and maximize BuzzTrak utilization to ensure accurate client status, appropriate automation, appointment management, etc. 7. Support BuzzTrak utilization in all areas of the dealership i.e. process and incentive for collect email addresses, entry of showroom walk-in activity and phone traffic, parts and service utilization. 8. Set up, review and utilize automatic reports for optimum performance. 9. Increase showroom traffic at no additional cost with a plan for promotional Buzzmail campaigns and bulk mail strategies. 10. Boost BuzzTrak user proficiency with a strategy and process for continuous training and improvement.
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ACTION - MARKETING
Marketing WHAT
HOW
WHY
WHO
Leverage your current marketing to brand your site with zero added cost
Define your dealership’s goals - Build strategy to drive those goals and dedicate budget to support it. Decide if you will market one web address or many and tag everything with that URL. Include your URL on all printed material and make it as large as your phone number.
Higher quality traffic for less cost.
Dealer GM
Build your digital marketing database
Collect and input email addresses into BuzzTrak or CRM tool. Confirm (one-time) transfer of database from old tool to BuzzTrak. Use model 1, 2 or 3 (see process section) to input customer data into BuzzTrak. Train IM on billion dollar question: “Would you like a virtual test drive?” Train IM on million dollar question: “Would you like us to update you on recalls, new products and promotions?” • Follow-up calls for sales/service • Prospects: All phone and show room prospects • Customers: F&I, Service and CSI calls • Direct mail to current customers
Fuel your digital marketing engine.
GM IM
BY WHEN
DONE
Add email field to DMS and forms as a prerequisite. Plan and launch promotional email campaign
Use email addresses from all prospects to send monthly Buzzmail campaigns from BuzzTrak.
Attract more customers for less cost.
GM
Change hold message
Announce grand opening of your new virtual dealership that is open 24/7 for customers to build & compare cars, view specials & inventory, buy parts & accessories, schedule service appointments.
Create brand awareness, draw traffic to you site, your showroom & your service bays.
Dealer
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(ongoing)
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ACTION - INTERACTIVE WEBSITE
Interactive Website WHAT
HOW
WHY
WHO
Used inventory: pictures & info
Ensure that you or your vendor take multiple pictures using a clean, standardized backdrop showing your URL and phone number in the photo. Description should lead with unique options rather than standard equipment.
Give customers the information they want.
GM UCM IM or ISS
Post specials
Post and update specials for:
Internet customers like to perceive that there are special considerations for doing business online. Change it weekly and you give them a reason to return to your site.
GM GSM NCM UCM IM
Capture visitor contact information and give them a reason to visit your dealership.
GM GSM
• Sales: Payments, pre-owned, leasing, aged inventory • Service: Standard specials and service menu (Build menu if necessary) • Parts: Percentage discount • Accessories: Select 5 - 10 with pricing Exit Coupon
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Determine the discount offered and educate sales team on the rules and regulations. Make sure the phone call response informs customers how to redeem their certificate.
BY WHEN
DONE (ongoing)
38
ACTION - PROCESS MANAGEMENT
Process Management WHAT
HOW
WHY
Define and implement Internet Sales Process Model
Discuss the pros and cons of model 1 and model 2 to determine which makes more sense for your store. Create a detailed process map for the Internet Sales Process and for handling the Modern Customer. Remove any obstacles to process implementation.
Maximize results, improve sales, profit and customer satisfaction.
GM
Manage and measure Internet Sales Process vital statistics
Utilize BuzzTrak reports to track and measure:
You can only manage what we measure. Accountability. Identify opportunities for improvement.
GM
You can only manage what we measure. Accountability. Identify opportunities for improvement.
GM
• Incoming lead response ratio • Leads to showroom appointment ratio • Showroom traffic and closing ratio • Effective follow-up process
Manage and measure your phone process
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Establish your desired inbound and outbound process and phone scripts. Sign with phone tracking provider (such as AdTracker) to track, trace and record each call. Monitor the calls to measure performance and hold your people accountable; identify strengths and opportunities for growth.
WHO
BY WHEN
DONE
39
ACTION - PEOPLE People WHAT
HOW
WHY
Navigate and apply current technology
Use distance learning, phone training and internal coaching to boost BuzzTrak and Buzz Control Center proficiency. Use department meetings to walk through your virtual dealership
Increase technology utilization to simplify and automate your process and sell more cars
All BuzzTrak users
Recruit, hire and train appropriate Iinternet department staffing
Use profiles of successful Internet Managers and Specialists to draft and post job descriptions at online services such as www. monster.com Recruit from within your dealership and other service and sales industries. Establish your interview, selection and hiring process. Conduct orientation and new hire training.
Get the right people to deliver the expectations of the modern consumer and sell more cars
GM, GSM, Dealer
Clearly defined job descriptions, performance objectives and pay plans
Identify your desired results. Establish your Internet flow chart for achieving targeted objectives
Maximize results and clarify expectations, incremental increase in business.
GM, GSM
Accountability measurement
Review appropriate BuzzTrak reports daily, weekly and monthly to inspect what you expect
Identify opportunities for growth and additional training. Maximize department efficiency.
GM, SM, GSM
Training strategy for skill building
Identify an in-house trainer, schedule inhouse training and mentoring sessions. Enroll with BZ Results training for continuous improvement
Build the skills & confidence to execute the process and best practices proven to increase traffic, appointment, show ratio, close ratio, gross and csi
GM
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WHO
BY WHEN
DONE
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ACTION - PLACE
Place WHAT
HOW
WHY
WHO
Set up an Internet office or Customer Relationship Center
Based on the dealer’s chosen model, dedicate an area that is comfortable for customers and has clear signage to indicate that it is an Internet department.
To show commitment and support and to give the team the tools they need to succeed.
GM
Access to customized phone guides and email templates
Edit the tools to fit your personality, turn them into posters and place them where they’re easy to use at all times.
People support what they help create.
IM
Access to inventory & prospect information (DMS)
A book/log or operating system that shows all inventory in stock with equipment and pricing information as well as all customer information.
To answer customers questions and to determine if prospects are already working with someone.
GM, GSM, IM
Copy of current advertising
Post current ads in the Internet department or CRC for easy reference on incoming phone calls.
To answer customer questions.
GM GSM IM
Bookmark web sites
At showroom computer, create bookmarks for sites such as KBB, your dealership website, manufacturer’s site, and any other sites that help you answer customer questions and objections.
Easy access to third party evidence.
IM
Appointment Board
Post a board with customer info and time of appointment.
Top of mind awareness
IM
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BY WHEN
DONE
41
ACTION PLAN - PRICING
Pricing WHAT
WHY
Determine pricing strategy
Model 1: Contact dealership for a quote Model 2: Starting at … Model 3: From … to … Consider pros and cons of each model to select one and always comply with state and federal law; BZ is not responsible for your pricing.
Consistent pricing strategy enhances professionalism; deliver a fair price, a fair deal and a fair profit.
Dealer GM GSM
Define delivery of pricing strategy and process
Clarify when you want to give the price, how and to whom. Delivery of pricing on the website, via email, phone or showroom should be logical, fair and make sense to your team.
Consistency and credible delivery increases fair profit.
Dealer GM GSM
Stay competitive with your pricing
New Cars: Post a disclaimer on your website that manufacturer incentives and rebates are not applied to pricing listed. Pre-Owned: Cross reference with market pricing daily and weekly. Use KBB, NADA, etc.
Stay competitive. Right pricing = Right result
Dealer GM GSM
(ongoing)
Post new vehicle specials on your website
Post the following under specials: • Aged inventory • Demos • High day supply Link to factory incentives on manufacturer site
Increase leads and increase inventory turn. “Specials” are one of the most visited areas of your Virtual Dealership.
IM GSM SM NCM UCM
(ongoing)
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WHO
BY WHEN
HOW
DONE
TRAINING
BZResults.com
Table of Contents
Internet Sales Training
I. INTRODUCTION II. THE BIG PICTURE III. THE OPPORTUNITY IV. BEST PRACTICES V. Appendix
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Introduction
Internet Sales Training
SECTION 1
Introduction
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Introduction
Internet Sales Training
INTRODUCTION Please answer the following questions:
•
Your name:
•
Your dealership & position:
•
How long you’ve been in the industry:
•
What you want to get out of today:
Thought for the day:
3008v3int_sales_training
Plan it. Do it. Improve it.
4
Internet Sales Training
Introduction
GOALS The purpose of this workshop is to: •
Refine, revise and enhance your current Internet Sales Process to help you sell more cars, serve more customers and make more money
OBJECTIVES Upon completion of this course you will be able to: •
Refine your current internet strategy
•
Understand the scope and value of your BZ Digital Marketing System
•
Discover best practices and build your skill for increasing internet sales & profitability
•
Verify and improve your proficiency with the top BuzzTrak user skills
•
Customize a step-by-step action plan that drives results
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Internet Sales Training
Introduction
Overview of Digital Marketing System
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Internet Sales Training
Introduction
Survey Write down all of the benefits of the internet & digital marketing:
Write down some of the challenges the web and digital marketing create:
What are some successful ways to overcome some of these challenges?
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The Big Picture
Internet Sales Training
SECTION 2
The Big Picture
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The Big Picture
Internet Sales Training
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Internet Sales Training
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The Opportunity
Internet Sales Training
SECTION 3
The Opportunity
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Internet Sales Training
The Opportunity
Do you agree…? • Over half of all new and used car buyers use the Internet to do research before making a buying decision…And that number is on the rise?
Yes
No
• Many of these customers have access to more product and price information than sales people do?
Yes
No
• The sales person’s perceived lack of knowledge can reduce credibility and trust with customers?
Yes
No
• The Internet informed customer brings new challenges that threaten profitability and CSI?
Yes
No
• Some of the information these customers have is incorrect and this can hurt sales and profits?
Yes
No
• Many sales people lack the training to handle these challenges without hurting sales, profits & CSI?
Yes
No
• The Internet informed buyers who know more expect more from your dealership and may buy elsewhere if they do not get the experience they expect?
Yes
No
• A strategy for preparing salespeople and managers to handle the challenges of selling to the Internet informed customer on the showroom and phone can boost sales, profit and CSI?
Yes
No
• Dealerships who market their online dealership website will attract more customers than dealers who are not promoting their website?
Yes
No
• If we confirm 100% of our appointments, we can double our show ratio and in turn that will double our sales and profits?
Yes
No
• A large percent of customers do not respond because they are a month to 2 months away from buying their next vehicle?
Yes
No
• If we follow-up with customers who do not respond or do not show up for their appointments, we can double our closing ratio?
Yes
No
Yes
No
• A dealership with a trained and dedicated Internet Manager that who implements a clearly defined sales process will have 2 to 4 times better results than a part time Internet Manager?
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The Opportunity
Internet Sales Training
Internet Business Opportunity
Internet Business Opportunity Numbers
Benchmark
Desired
Actions
Leads Appointment %
50%
Appointments Show Appointments %
70%
Show Closing %
70%
Sold
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Best Practices
Internet Sales Training
SECTION 4
Best Practices
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Internet Sales Training
Best Practices
INTERNET PROCESS MANAGEMENT
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The Opportunity
Internet Sales Training
INTERNET MANAGMENT PROCESS
Auto Response
Auto Response
Personalized Response
No Appointment
Phone Call
Yes Appointment
No Appointment Follow Up
Yes Appointment
Confirm Appointment Yes Appointment
Update Welcome Board
No Show
No Show Follow Up
Appointment Shows
Sell Vehicle
Follow Up
Household Prospecting & Referrals
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The Opportunity
Internet Sales Training
PHONE PROCESS
Phone Process DO’S
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DONT’S
17
Internet Sales Training
The Opportunity
EXERCISE 1. Read the Internet Sales Phone Guide on the following pages 2. Highlight or underline the key words and phrases 3. Share what you have highlighted with your team and why you highlighted them 4. Read the Internet Sales Phone Guide aloud with your team 5. Role-play the Phone Guide with a partner (be yourself when you are the customer - do not pretend to be someone different) 6. When you’re finished role-playing, tell your partner one thing you think they did well
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INBOUND INTERNET CALL GUIDE
19
(Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve? (Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
INBOUND INTERNET CALL GUIDE
20
(Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve? (Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
The Opportunity
Internet Sales Training
PHONE PROCESS
Phone Process CHALLENGES
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SOLUTIONS
21
22
SECTION 5
Appendix • PHONE GUIDE • MILLION DOLLAR QUESTION • BILLION DOLLAR QUESTION • BUZZTRAK USER SKILLS • QUICK START ACTION PLAN
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Phone Guide
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OUTBOUND INTERNET CALL GUIDE
24
(Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with ____________? The reason I am calling is to discuss your request information and so we can give you all the information you need. I will only need a few moments of your time. May we proceed? (OK) By the way…Have you ever bought a vehicle online before? Yes - Great! Tell me, how did it go? No – Great… you will love it… it is a pleasant and easy process Let me tell you how the process helps you find the perfect vehicle . . . There are three easy steps: 1. Find exact vehicle by identifying exactly what options you want 2. Give the information you need 3. Schedule a convenient time to test drive the vehicle and to complete the paperwork (Determine Wants and Needs) You indicated that you are interested in a ___________ what other equipment would be important to you? (Summarize and explore needs) Other than that… what else would you like… tell me more… what do you mean by…
(Explore Alternatives) By the way, if there was a similar vehicle, with similar equipment, that was less expensive, would you consider it or would you rather us rule that out for you? (If yes, interview more i.e. Packaged Vehicles, One Year Older, Demo, Certified or Nearly New)
(Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________ Make _______ Model ___________ Miles ___________ Equipment________________________________________________________________ By the way, so we can have a better understanding of what is important to you, what do you like best that you would like to carry over to your new car? What do you like least that you would want to improve?
(Determine Buying Cycle) So we can give you the right info…Is this something you want to do in a few days, weeks or months? (Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
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INBOUND INTERNET CALL GUIDE (Greeting) Thank you for calling (dealer name), this is . . . how may I help you? (Benefit - Request) No problem! So we can help you, may I ask you a few quick questions? (Determine Wants and Needs) What type of vehicle are you looking for? What equipment/features would you like? (Explore Alternatives) Other than ___________ what other options are important to you? Repeat back to confirm and clarify what they are saying when needed by repeating & exploring: Other than that… what else would you like… tell me more… what do you mean by… If there was a similar vehicle with similar equipment that was less expensive, would you consider it or would you rather us rule that out? (Current Vehicle) Adding or replacing? What are you currently driving? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment ____________________________________________________________________________________ So we can understand what is important to you, what do you like Best that you would like to carryover to your new car? What do you like least that you would want to improve?
(Check Availability) Before you come down here . . . Let me check on availability of the _________ from our local & central inventory. That should not take long. Are you calling from: Home _____________Work ________________ (Contact information) And how do you spell your last name? __________________ First name? _______________ To save you some time, let me check if that vehicle is available right now? Hold? (Make an Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
26
CONFIRMATION CALL GUIDE (Greeting) Hello, may I speak with _____________ ? My name is ___________________ am I interrupting anything? (Reason for Call) The reason for my call is to thank you for setting time aside to meet with _________ and to confirm our appointment for _________________ at __________________. (Confirm Directions) Would you like point – to – point directions? (Send them to your website or send the an email with a link to directions.) (Increase Show Rate) Great, I look forward to meeting you and will see you on ________________________. And remember, if for any reason you are going to be early or late, please let me know and if anything changes on my end, I will return the courtesy. (Thank You) Thank you for your time and we appreciate your business.
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COUPON RESPONSE CALL GUIDE (Greeting) Hello, this is __________ the e-commerce director here at __________ motors. May I speak with _________? Hi, _________. The reason I am calling is to confirm that we have received your certificate and to let you know you are registered in our system to qualify for a $______ discount off of any new or pre-owned vehicle. And I’d like to take a minute to let you know how to redeem that discount. Fair enough? Great! (Determine if They’ve Been in) By the way, have you worked with any one in the dealership yet? (If yes, direct them to that person, if not, have them ask for you when they come in.) (Explain Coupon) To redeem your $_____ simply print the certificate and bring it to the dealership. Make sure you ask for _______manager to qualify for the coupon and after you select your vehicle you’ll be given everything else you need to take advantage of your pre-approved discount. (Offer Free Specials and Updates) Would you like updates on other new specials and promotions? No – Great … just remember you can visit our website or give us a call if there’s anything else you need. Yes – Great … what type of new and used car promotions would interest you? (Identify Needs) New or Used? Car, truck, van or SUV? Make? Model? Options? (Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that or should we rule it out? (If yes, interview more … ) (Current Vehicle) What are you currently driving? Adding or replacing? Would you like an estimate? Year ___________ Make ___________ Model ___________ Miles ___________ Equipment____________________________________ By the way, so we can have a better understanding of what is important to you, what do you like best that you would like to carry over to your new car? What do you like least that you would want to improve? (Determine Buying Cycle) So we can give you the right info…Is this something you want to do in a few days, weeks or months? (Schedule Appointment) So we can appraise your car to give you as much possible for your trade in and give you an opportunity to select and test drive the vehicle you want... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________ Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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GREETING FOR APPOINTMENTS (Greeting) Welcome, my name is ________________ Thank you for visiting our store (Introduce Process) We want to make the best use of your time so we have set aside some vehicles for you to look at and before we do that let me tell you what to expect: 1. First I want to review what you want while we go look at the cars 2. Select and inspect your exact vehicle to make sure it is what you want 3. I will present the vehicle to you, and if you like you can have a no-obligation test drive 4. Then we will come inside so I can give you all of the pricing information you need. Is that ok with you? Great. Follow me. (begin to review what they told you they wanted) (Review Needs) You said that you wanted a ___________ model with _____________ equipment … right? Has anything changed or is there any thing else? (continue reviewing their needs to confirm and clarify what they’re looking for and transition into the selection and presentation.)
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Unsold Follow Up Call Guide (Sales Person) (Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am I interrupting anything? (Reason for Call) The reason I am calling is . . . first to thank you for visiting with us on _________ and also to check up with you to see if you had any questions or concerns. (Review Visit) By the way . . . how did you like the vehicle you looked at? What did you like the best? Are the figures comfortable for you? (Clarify customer responses) (Determine True Objection) If there was one thing that kept you from feeling comfortable taking ownership of the vehicle, what might that be? (Repeat rand clarify response) (Offer Alternatives) If there were a similar vehicle with similar equipment and a better value, would you consider that or should we rule it out? (If yes, interview more … ) (Schedule Appointment) So we can make it easy and convenient for you to (state objection resolution) ... when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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No Show Follow Up (Greeting) Hello, may I speak with _________? This is ____________________ from ______________________ am I interrupting anything? (Reason for Call) The reason I am calling is because I may have missed you yesterday and wanted to make sure you were treated properly when you visited us. (Determine Interest) Are you still considering a new vehicle? (Schedule Appointment) So we can make it easy and convenient for you to see the vehicle, when would you like to visit us. Today or Tomorrow Morning or Evening 1:15 or 1:45 Do you have a pencil handy? Great, let me give you my name again … (Give phone number and directions to the dealership) Great, we will see you on ________________ at ______________. (Increase Show Rate) By the way, so we can save you time, we’ll have a few _________ (vehicles) pre-selected. (Reinforce Appointment) Also, do me a favor . . . if anything changes on your end, please let me know and if anything changes on my end I will return the courtesy…because I do not mind waiting for you but I do not want you to have to wait for me. (If No Appointment Offer Updates for Future Follow Up) Would you like us to send you a virtual test drive? Yes __ No __ email ________________
Would you like us to update you on any new products & promotions as they become available? Best Number ________________ 2nd Number _____________________ So we don’t interrupt you, when is the best Time _____________________ So we contact you at the right time with the right info…When do you want to get your vehicle? __Days ____Weeks ____Months Other__________________________ Customer Name ______________________________________________ Phone (h) _______________________ (w) ________________________ Address ___________________________ e-mail ____________________ 3008v3int_sales_training
Sales Consultant Date
Time
Manager Manager Confirm Confirm Time Next Contact
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Overview of Buzztrak
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MILLION DOLLAR QUESTION Sales Opportunities
Thinking: In order to fuel the BuzzTrak engine that drives the digital marketing system, we need to populate our email database. Permission-based contact is the way to do this. Our principle of *Benefit/Request is the way to execute. LEAD IN STATEMENT:
“Oh…Before you leave…” “Oh…Before you go…” “Oh…Before I hang up…” BENEFIT:
Example 1: “Would you like us to send you a FREE virtual test drive on the vehicle you’re interested in?”
REQUEST: “What’s the best email to reach you?”
ACTION(S) TO TAKE...
• • • • •
Send “Free Virtual Test-Drive” to all un-sold/sold customers. Send positive articles & reviews about the desired vehicle. Send “Certified pre-owned” buzzmail. Send “Grand Opening of our New Virtual Dealership” buzzmail. Send “Why Buy Here” buzzmail to customer.
Who do we ask the “Million Dollar Question?” • All incoming traffic (Showroom, Phone, E-mail). • All outbound customer contacts (Retail/Lease, Previous customer base)
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BILLION DOLLAR QUESTION Variable & Fixed Operations…
Thinking: As we move forward in the future we need to provide the customer a benefit to “re-connect” with them through communication (email). Permission-based contact is the way to do this. Our principle of *Benefit/Request is the way to execute this. LEAD IN STATEMENT:
“Oh…Before you leave…” “Oh…Before you go…” “Oh…Before I hang up…” BENEFIT:
Example 1: “Would you like us to update you on new products and promotions going forward?
Example 2: “Would you like us to send you a FREE virtual test drive on the vehicle you’re interested in?”
REQUEST:
Your email address is…
ACTION(S) TO TAKE...
• • • •
Send “Why Buy Here” buzzmail to customer. Send “Free Virtual Test-Drive” to all un-sold/sold customers. Send “Grand Opening of our New Virtual Dealership” buzzmail. Send “Certified pre-owned” buzzmail. Send positive articles & reviews about the desired vehicle.
Who do we ask the “Billion Dollar Question(s)?” • All incoming traffic (Showroom, Phone, E-mail). • All outbound customer contacts (Retail/Lease, Previous customer base). • For sold/service follow up ask: “Would you like us to update you on recalls, service and sales specials?”
3008v3int_sales_training
Yes…GREAT!
34
TOP TEN BUZZTRAK USER SKILLS
A BuzzTrak Black Belt should be able to: 1. Understand the Status of a client and how it impacts the follow up process based on a change in Status. 2. Update a client’s status in Automatic Templates and Dormancy Suites to ensure that each client is receiving the appropriate automated Buzzmails. 3. Increase efficiency and sales by learning to quickly retrieve the information you need regarding working leads, lead groups and individual clients to create a daily work plan. 4. Use the Appointment Function to track results and schedule your day. 5. Navigate each tab within the Client Profile to update records and activate appropriate automation. 6. Use the navigation icons to quickly and easily find what you need and execute tasks. 7. Use email templates to respond to leads in a fast, professional manner. 8. Create a client group and execute a bulk email as well as an automated Buzzmail to drive more traffic to your dealer ship at no additional cost. 9. Manually input a customer to leverage the power of BuzzTrak’s automated follow up capabilities for phone and show room traffic. 10. Resolve technical questions and boost your proficiency with the Help Section and continuous BuzzTrak training.
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MANAGER’S TOP TEN BUZZTRAK SKILLS
A Manager who leads BuzzTrak Black Belts should be able to: 1. Execute each of the Top Ten BuzzTrak User Skills as listed previously. 2. Track and measure the number of leads in any specific category for any specific period of time. 3. Track and measure the Shown Appointment Status. 4. Track and measure the delivered and sold vehicles. 5. Identify and review how the staff is communicating with clients and prospects. 6. Track, measure and maximize BuzzTrak utilization to ensure accurate client status, appropriate automation, appointment management, etc. 7. Support BuzzTrak utilization in all areas of the dealership i.e. process and incentive for collect email addresses, entry of showroom walk-in activity and phone traffic, parts and service utilization. 8. Set up, review and utilize automatic reports for optimum performance. 9. Increase showroom traffic at no additional cost with a plan for promotional Buzzmail campaigns and bulk mail strategies. 10. Boost BuzzTrak user proficiency with a strategy and process for continuous training and improvement.
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ACTION - MARKETING
Marketing WHAT
HOW
WHY
WHO
Leverage your current marketing to brand your site with zero added cost
Define your dealership’s goals - Build strategy to drive those goals and dedicate budget to support it. Decide if you will market one web address or many and tag everything with that URL. Include your URL on all printed material and make it as large as your phone number.
Higher quality traffic for less cost.
Dealer GM
Build your digital marketing database
Collect and input email addresses into BuzzTrak or CRM tool. Confirm (one-time) transfer of database from old tool to BuzzTrak. Use model 1, 2 or 3 (see process section) to input customer data into BuzzTrak. Train IM on billion dollar question: “Would you like a virtual test drive?” Train IM on million dollar question: “Would you like us to update you on recalls, new products and promotions?” • Follow-up calls for sales/service • Prospects: All phone and show room prospects • Customers: F&I, Service and CSI calls • Direct mail to current customers
Fuel your digital marketing engine.
GM IM
BY WHEN
DONE
Add email field to DMS and forms as a prerequisite. Plan and launch promotional email campaign
Use email addresses from all prospects to send monthly Buzzmail campaigns from BuzzTrak.
Attract more customers for less cost.
GM
Change hold message
Announce grand opening of your new virtual dealership that is open 24/7 for customers to build & compare cars, view specials & inventory, buy parts & accessories, schedule service appointments.
Create brand awareness, draw traffic to you site, your showroom & your service bays.
Dealer
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(ongoing)
37
ACTION - INTERACTIVE WEBSITE
Interactive Website WHAT
HOW
WHY
WHO
Used inventory: pictures & info
Ensure that you or your vendor take multiple pictures using a clean, standardized backdrop showing your URL and phone number in the photo. Description should lead with unique options rather than standard equipment.
Give customers the information they want.
GM UCM IM or ISS
Post specials
Post and update specials for:
Internet customers like to perceive that there are special considerations for doing business online. Change it weekly and you give them a reason to return to your site.
GM GSM NCM UCM IM
Capture visitor contact information and give them a reason to visit your dealership.
GM GSM
• Sales: Payments, pre-owned, leasing, aged inventory • Service: Standard specials and service menu (Build menu if necessary) • Parts: Percentage discount • Accessories: Select 5 - 10 with pricing Exit Coupon
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Determine the discount offered and educate sales team on the rules and regulations. Make sure the phone call response informs customers how to redeem their certificate.
BY WHEN
DONE (ongoing)
38
ACTION - PROCESS MANAGEMENT
Process Management WHAT
HOW
WHY
Define and implement Internet Sales Process Model
Discuss the pros and cons of model 1 and model 2 to determine which makes more sense for your store. Create a detailed process map for the Internet Sales Process and for handling the Modern Customer. Remove any obstacles to process implementation.
Maximize results, improve sales, profit and customer satisfaction.
GM
Manage and measure Internet Sales Process vital statistics
Utilize BuzzTrak reports to track and measure:
You can only manage what we measure. Accountability. Identify opportunities for improvement.
GM
You can only manage what we measure. Accountability. Identify opportunities for improvement.
GM
• Incoming lead response ratio • Leads to showroom appointment ratio • Showroom traffic and closing ratio • Effective follow-up process
Manage and measure your phone process
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Establish your desired inbound and outbound process and phone scripts. Sign with phone tracking provider (such as AdTracker) to track, trace and record each call. Monitor the calls to measure performance and hold your people accountable; identify strengths and opportunities for growth.
WHO
BY WHEN
DONE
39
ACTION - PEOPLE People WHAT
HOW
WHY
Navigate and apply current technology
Use distance learning, phone training and internal coaching to boost BuzzTrak and Buzz Control Center proficiency. Use department meetings to walk through your virtual dealership
Increase technology utilization to simplify and automate your process and sell more cars
All BuzzTrak users
Recruit, hire and train appropriate Iinternet department staffing
Use profiles of successful Internet Managers and Specialists to draft and post job descriptions at online services such as www. monster.com Recruit from within your dealership and other service and sales industries. Establish your interview, selection and hiring process. Conduct orientation and new hire training.
Get the right people to deliver the expectations of the modern consumer and sell more cars
GM, GSM, Dealer
Clearly defined job descriptions, performance objectives and pay plans
Identify your desired results. Establish your Internet flow chart for achieving targeted objectives
Maximize results and clarify expectations, incremental increase in business.
GM, GSM
Accountability measurement
Review appropriate BuzzTrak reports daily, weekly and monthly to inspect what you expect
Identify opportunities for growth and additional training. Maximize department efficiency.
GM, SM, GSM
Training strategy for skill building
Identify an in-house trainer, schedule inhouse training and mentoring sessions. Enroll with BZ Results training for continuous improvement
Build the skills & confidence to execute the process and best practices proven to increase traffic, appointment, show ratio, close ratio, gross and csi
GM
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WHO
BY WHEN
DONE
40
ACTION - PLACE
Place WHAT
HOW
WHY
WHO
Set up an Internet office or Customer Relationship Center
Based on the dealer’s chosen model, dedicate an area that is comfortable for customers and has clear signage to indicate that it is an Internet department.
To show commitment and support and to give the team the tools they need to succeed.
GM
Access to customized phone guides and email templates
Edit the tools to fit your personality, turn them into posters and place them where they’re easy to use at all times.
People support what they help create.
IM
Access to inventory & prospect information (DMS)
A book/log or operating system that shows all inventory in stock with equipment and pricing information as well as all customer information.
To answer customers questions and to determine if prospects are already working with someone.
GM, GSM, IM
Copy of current advertising
Post current ads in the Internet department or CRC for easy reference on incoming phone calls.
To answer customer questions.
GM GSM IM
Bookmark web sites
At showroom computer, create bookmarks for sites such as KBB, your dealership website, manufacturer’s site, and any other sites that help you answer customer questions and objections.
Easy access to third party evidence.
IM
Appointment Board
Post a board with customer info and time of appointment.
Top of mind awareness
IM
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BY WHEN
DONE
41
ACTION PLAN - PRICING
Pricing WHAT
WHY
Determine pricing strategy
Model 1: Contact dealership for a quote Model 2: Starting at … Model 3: From … to … Consider pros and cons of each model to select one and always comply with state and federal law; BZ is not responsible for your pricing.
Consistent pricing strategy enhances professionalism; deliver a fair price, a fair deal and a fair profit.
Dealer GM GSM
Define delivery of pricing strategy and process
Clarify when you want to give the price, how and to whom. Delivery of pricing on the website, via email, phone or showroom should be logical, fair and make sense to your team.
Consistency and credible delivery increases fair profit.
Dealer GM GSM
Stay competitive with your pricing
New Cars: Post a disclaimer on your website that manufacturer incentives and rebates are not applied to pricing listed. Pre-Owned: Cross reference with market pricing daily and weekly. Use KBB, NADA, etc.
Stay competitive. Right pricing = Right result
Dealer GM GSM
(ongoing)
Post new vehicle specials on your website
Post the following under specials: • Aged inventory • Demos • High day supply Link to factory incentives on manufacturer site
Increase leads and increase inventory turn. “Specials” are one of the most visited areas of your Virtual Dealership.
IM GSM SM NCM UCM
(ongoing)
3008v3int_sales_training
WHO
BY WHEN
HOW
DONE
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