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Ralph Paglia AutoCon 2012 Objective Data Performance Plans

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How To Use Objective Data to Create Performance Plans and Compensation Models How important is it to build a team around performance objectives that align with a dealer’s business strategy and are reflected in both evaluations and pay plans? Organizational development is more important than ever before…with many dealers losing staff while cutting costs during the depths of the recession, those that are growing their business need effective strategies, tools and tactics for attracting, screening and hiring the best Internet sales professionals with the greatest chance of achieving their own personal success, as well as sales productivity for the dealership. This session will explore organizational development strategies, recruiting, screening, hiring and training tools as well as the materials and processes that the most successful dealers in America have been using for years, and are being used today as a means of increasing success in the hiring process. Ralph Paglia will share the tools and processes he has used to build some of the most successful Internet sales departments in America while teaching attendees what the essential "must haves" are, and how to get them when seeking to grow your sales departments into high performance digital marketing to sales conversion engines.
Transcript
Page 1: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

How To Use Objective Data to Create

Performance Plans and Compensation Models

How important is it to build a team around performance objectives that

align with a dealer’s business strategy and are reflected in both

evaluations and pay plans?

Organizational development is more important than ever before…with many dealers

losing staff while cutting costs during the depths of the recession, those that are

growing their business need effective strategies, tools and tactics for attracting,

screening and hiring the best Internet sales professionals with the greatest chance of

achieving their own personal success, as well as sales productivity for the dealership.

This session will explore organizational development strategies, recruiting, screening,

hiring and training tools as well as the materials and processes that the most

successful dealers in America have been using for years, and are being used today as

a means of increasing success in the hiring process. Ralph Paglia will share the tools

and processes he has used to build some of the most successful Internet sales

departments in America while teaching attendees what the essential "must haves" are,

and how to get them when seeking to grow your sales departments into high

performance digital marketing to sales conversion engines.

Page 2: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Courtesy Chevrolet in Phoenix, AZ became the

USA’s leading Internet retailer of new and certified

used Chevrolet vehicles… Human Resource

Development was the key (secret sauce) to success.

Page 3: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

90,000+ Outbound

Phone Calls / Month

Page 4: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Document Roles & Responsibilities for All Positions

Page 5: Ralph Paglia AutoCon 2012 Objective Data Performance Plans
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Document Pay

Plan & Bonus

Structure that

reflects taller

Internet sales

funnel

Page 13: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

* July 2006 Interactive Marketing Budget

Page 14: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

* July 2006 Interactive Marketing Budget

Page 15: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Lead Volume puts pressure on response

times as a factor of staffing levels!

Page 16: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Top 4 Ways

to Close

More Sales

to Leads

Received

Dealer Response Attributes

Experienced by Customers within

24 hours of Submitting an Inquiry

Purchase

Respondents*

who DID

NOT

experience

the attribute

% of

Purchase*

among the

Leads who

DID

Experience

the attribute

Statistical Correlation Factor of Response attribute

with Vehicle Purchase

#1Make Direct Phone Contact with Customer

(after sending Email w/availability & prices) 17% 27% 11

#2 Send Price Quotes by Email to Customer 20% 27% 9

#3Contact Customer more than once by Email

and Telephone (within First 24 Hours) 21% 25% 5

#4Make sure Customers are either Completely or

Very Satisfied with the Lead Response 21% 24% 3

Organizational Structure Determines Process Capabilities

and Monitoring Requirements…

Page 17: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Customer goes online

and submits Lead

Internet Sales Specialist ISS)reviews lead, selects 4

vehicles for Price QuotesSends email with Quotes & Cars

BDC Staff makes initial phone call,

collects customer info, sets up an

appointment for the ISS

If no appointment, ISS

Contacts customer and seeks

appointment and/or agreement

Staffing Determines Process Execution Capabilities

and Monitoring Requirements…

Page 18: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Lead Process Maps

should be indexed to

email templates,

phone scripts and

word tracks so that

dealership employees

have a “paint by

numbers” guide to

what is expected when

a lead is received.

This process map

focuses on the first 12

hours after a new lead

is received.

Page 19: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Lead Process Maps

should contain brief

explanations for the logic

and execution tips for

employees to review

before actually using the

email templates, phone

scripts and word tracks.

Actual template

illustrations make it easy

for dealership employees

to recognize the right

template or document

when they see it in their

CRM tool.

Page 20: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

When Lead

Process Maps are indexed to

correspondingly numbered

email templates, phone

scripts and word tracks, the

dealership is far more likely to

execute the repetitious tasks

that create customer

experiences which correlate

with higher sales closing

ratios. The best process

maps break down email and

phone contact processes into

separate flows so that they

can be executed by different

resources when scaling up

lead volumes and

organization structures.

Page 21: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Although many car guys will say they believe in the concept of following up until

prospects either buy or die… Large scale lead generation through highly effective

marketing practices requires that scarce resources be allocated to where they will

generate the most sales. Outsourcing followup on leads that have reached a

designated status (dormant) or assigning them to alternate resources such as a BDC

will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the

first 10 days

Have a defined process for “closing out” unsold leads

Page 22: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

LMP Scoring Index

Objective Review of

Dealership Employee Lead

responses encourages

consistency and creates a

numeric accountability –

an LMP Report Card for

Dealer or GM review…

Page 23: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Nothing has more impact on results

than phone contact with the customer!

Outbound phone calls, ongoing phone follow-up and

responding to emails requires adequate staffing and skill levels

Page 24: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Telephone Process

• 85% of Web visitors who contact the dealership

before coming into the showroom, use the phone

• Direct Phone contact (after responding to an

Internet lead by email), has the greatest impact on

increasing sales closing ratios

Phone Follow-Up Sales Strategy:

• Focus on having a set of objectives in front of us,

each time we make an email follow-up call

• Word Track Forms (scripts) are used for training

and collecting customer information during each call

that is made immediately after sending personalized

email response

Page 25: Ralph Paglia AutoCon 2012 Objective Data Performance Plans

Questions and Answers

Ralph PagliaCell: 505-301-6369

[email protected]

www.RalphPaglia.com

Reference Links:http://ADMPC.com

http://slideshare.net/RalphPaglia

http://www.hirethewinners.com/adm

http://dealerELITE.net


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