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Ralph Paglia AutoCon 2012 Objective Data Performance Plans

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Internet Lead Management for GM Dealers

How To Use Objective Data to Create Performance Plans and Compensation ModelsHow important is it to build a team around performance objectives that align with a dealers business strategy and are reflected in both evaluations and pay plans?Organizational development is more important than ever beforewith 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.1

Courtesy Chevrolet in Phoenix, AZ became the USAs leading Internet retailer of new and certified used Chevrolet vehicles Human Resource Development was the key (secret sauce) to success.2

90,000+ OutboundPhone Calls / Month3

Document Roles & Responsibilities for All Positions 4Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

5Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

6Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

7Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

8Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

9Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

10Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

11Clearly defined job descriptions serve strategic objectives before and after hiring people for each eBusiness position Providing itemized lists of tasks in detail, along with clearly and objective performance evaluation criteria ensure that all members of the team are focused on the same goals and day to day task completion efforts. For recruiting, a clear job description makes it easier for good people to leave their current situation and know what they are getting into, how they will be both evaluated and paid Demystify the Internet Sales Specialist job!

Document Pay Plan & Bonus Structure that reflects taller Internet sales funnel12Pay plans should be progressive in a manner that creates extra rewards for deals sold at the beginning of the month, based on selling incremental units during the second half of the month. Performance bonuses based on process evaluation metrics should have minimum lead volume qualifiers to ensure that those who take on more leads than others are not penalized for handling extra work load.* July 2006 Interactive Marketing Budget

13Pay plans should be progressive in a manner that creates extra rewards for deals sold at the beginning of the month, based on selling incremental units during the second half of the month. Performance bonuses based on process evaluation metrics should have minimum lead volume qualifiers to ensure that those who take on more leads than others are not penalized for handling extra work load.* July 2006 Interactive Marketing Budget

14Pay plans should be progressive in a manner that creates extra rewards for deals sold at the beginning of the month, based on selling incremental units during the second half of the month. Performance bonuses based on process evaluation metrics should have minimum lead volume qualifiers to ensure that those who take on more leads than others are not penalized for handling extra work load.

Lead Volume puts pressure on response times as a factor of staffing levels!15Amongst all the attributes of a dealers response to an Internet Lead, the time from when a customer submits a lead to when they have received a personalized email message that directly addresses their inquiry consistently shows up as correlating with sales closing ratios All response content equal, faster dealers will outsell slower dealers. However, Content is still King in that a poor response sent quickly will reduce sales closing rates. It is important to realize that lead response time is a qualifier, an index that determines maximum closing rate upper limits. Once again, it is what the customer experiences, not how or who does it that determines the results.Top 4 Ways to Close More Sales to Leads ReceivedDealer Response Attributes Experienced by Customers within 24 hours of Submitting an InquiryPurchase Respondents* who DID NOT experience the attribute% of Purchase* among the Leads who DID Experience the attributeStatistical Correlation Factor of Response attribute with Vehicle Purchase#1Make Direct Phone Contact with Customer (after sending Email w/availability & prices)17%27%11#2Send Price Quotes by Email to Customer20%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 Response21%24%3Organizational Structure Determines Process Capabilities and Monitoring Requirements16Lead Management Process is no longer as much an art as it has become a science Numerous studies that utilize an OEM database matching process which tracks leads and the eventual Retail Delivery Report, then correlates sales for the brand, sales by the original lead receiving dealer, with significantly large volumes of customer submitted survey responses provide a clear and objective analysis of what the customer experiences, the differences in those experiences and their correlation with likelihood of purchasing from the dealer that received the lead. This ability to actually measure what each dealer does with their leads, through the eyes of the customer, and how these activities correspond with a sale, or a lost sale, allow a scientific management approach to Lead Management Process in a manner that absolutely WILL impact sales results from a given volume of leads.

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