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Sean V. Bradley, CSP
Sean V. Bradley, CSP• Automotive Sales professional (1999)
– 30 (33) Car Guy (Weisleder Mazda)– 110 Internet Sales (Pine Belt Automotive 2001-03)– 95-100 Units per month at a single point Nissan Dealership (Cherry Hill Nissan
2003-04)• 11.5+ Years Automotive Sales, Internet Sales, BDC & Digital Marketing • CEO of Dealer Synergy• Trained 14,500+ Automotive Sales Professionals
Sean V. Bradley, CSP• Trained over 950+ dealership
• Co-Creator with wife, Karen Bradley, on #IS20G• FranklinCovey Certified Trainer
• NSA “CSP”• Pioneer of Video SEO• Author of Googleopoly
• Entrepreneur (own 9 companies, 2 are in the Multi-Million Dollar category
Where I Came From • First Generation in this country• Inner city • Poor• Boys home for 3 years• Troubled childhood• Only 1 year of College• Bad Credit• No money and no one to help me
92 - 99% of people go online FIRST before ever stepping
foot in a dealership
What makes up a Business Development
Center (BDC)
BDC Director
General Manager
ID Director
General Sales Manager
Elements of an Internet Department
Departments
Incoming phone UPs Internet sales
Management CRM systems Reporting &Analytics Technology Marketing
What makes an ideal Internet Director?
• Automotive Sales Management• Call Center/Telemarketing Manager• Marketing/Advertising
IDEAL BACKGROUNDS
Roles and expectationsof an
Internet/BDC Director
3 Square Exercise
The 4 P’s
Leadership
You must integrate a WIDE range of experiences
over TIME
● Coaching● Mentoring● Journaling
● Goal setting● Assessments● Evaluations
You are the Captain of the Ship
The primary reason Internet Departments are successful is the Internet Directors!
Developing leader traits
Self Learning
Mindset
Mental maturityDependenceIndependenceInterdependence
Take responsibility for your
ACTIONS
Where is your
FOCUS?
Building the Right Team
ASK YOURSELF THE BIG
Q
Showroom dept
Internet dept
Interdependence
Create the
ULTIMATE Internet Coordinator profile
How does
YOURAccount look?
MOTIVATE
INCENTIVIZE
● Power hours● Fast starts
● Most dials● Most connections● reward MOST shows
Accountability
“This is a story of four people named Everybody, Somebody, Anybody, and
Nobody. There was an important job to be done and Everybody was asked to do it. Everybody was sure Somebody would do it. Anybody
could have done it, but Nobody did it. Somebody got angry about that because it was Everybody’s job.
Everybody thought Anybody could do it, but Nobody realized that Everybody wouldn’t do it. It ended that Everybody blamed Somebody
when Nobody did what Anybody could have done.”
Atmosphere
Create a Warm/Positive Environment/Culture
● Signage● Proactive Language● Private disciplinary action● Beautifully wrapped constructive criticism
Don’t give me an excuse until you have exhausted all solutions
- Karen Bradley
Communication
Ways we communicate
● Verbal● Non Verbal● Written● Visual
Structure/Operations
Is EVERYONE working towards
the SAME goal?
I want to DO X deals
This is HOW I get there
B L U F
HR + F + M = OC
GP - OC = NP
It is essential that your ID/BDC close deals and move units but ONLY when GROSS profit gains are sustained to impact overall NET growth haveyou become
PROFITABLE
Time Management
Learn the difference between Urgent vs. Important
Create consistency
Create common language “Q1”, “A item”
You down with OPP?
O H I OOnly Handle It Once
Do it Delegate it Destroy it
Learn to use Projections/Forecasting
Set proper goals for your coordinators
Reporting
Learn to master the averages
The numbers provide the focus for where training/reinforcement is most
necessary
Outgoing connections - Connection to appointment %
Scheduled appointments - Appointment to show %
Showed appointments - Show to sold
Sold ratios
CRM Reports
Learn to recognize GOOD vs. BAD leads
Maximize ROI
What to do with ALL the data?
● Tweak your team● Tweak your schedule● Work with the desk
TRAINING, TRAINING, TRAINING
● Recruiting● Change lead sources● Update website/ads
RECAP
Sean V. Bradley, CSP
Thank you