Are You Using a
1980’s Sales Process
in a 2015 World?
Jennifer Suzuki, President
e-Dealer Solutions Aventura, FL
[email protected] 800-625-1590
The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker’s company, product, or services.
Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information
presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. Note: Recent changes to federal law have greatly increased the compliance burden and associated risks of communicating via text (SMS) messaging. Dealers should consult with their attorneys to ensure they obtain the required permission from the customer before sending any text message communications.
Learning Objectives:
At the conclusion of the workshop, you will be able to effectively:
1. Consider multiple strategies to achieve alignment between online expectations and live interactions to enable more sales.
2. Identify and correct disconnects between online and showroom processes to improve dealership sales experience.
3. Examine behavior change supported by new methods of internal coaching so the dealership team can thrive in long-lasting careers.
What’s Changed in the Sales Process?
Road to the Non-Present Buyer Sale
Sales Process Needs
Step-by-step actions
Techniques and examples for email, phone, voicemail, text, chat, and video
Time-savings culture
Key Point Personalize and customize email follow-ups
Use digital pictures delivered by text
Switch out email follow ups with video follow ups Text contact information or business card
Email confirmation of meeting
Notes
Accountability Evaluate, coach, and train on phone calls and “sent” emails
Report on current “follow-ups” - daily tracking on number of calls made/emails sent
The Salesperson Has Evolved
Prospect Details Kept in CRM Application
Sales Process Needs
Step-by-step CRM process - updating client status, scheduling next actions + brief “to-do note, completing tasks
Daily goals - number of phone calls and number of sent emails
Prospecting, sold, birthdays, anniversaries, be-backs
Daily agenda - schedule of actions to take before dealership opens, hour-by-hour tasks, prioritize email responses, voicemails, new leads, and scheduled tasks for the day
Key Points Log notes from phone calls
Text prospects/customers through CRM Update status’s
Schedule follow-up with brief “to-do” note Use “Daily Tasks” list to complete follow up Complete tasks
The Salesperson Has Evolved
Prospect Details Kept in CRM Application
Accountability Management can train on how to use the CRM (better than a CRM trainer)!
Elected person spot checks CRM and coaches on usage
What’s Changed in the Sales Process?
“Needs Assessment”
Sales Process Needs
Strategic and detailed communication guides • Inbound sales calls
• Chats
• Outbound calls to Internet leads, be-backs, repeats, referrals
Key Points Up-to-date phone greeting(s) - avoid broad or open-ended questions
Single answer required, follow-through questions Collect email address on incoming sales calls Make promises and deliver on them prior to appointment showing
Notes
Accountability Elected person coaches and trains on non-traditional and to-date phone techniques.
The Showroom Experience
“Seven Steps to the Sale” - Time- Efficient Culture
Sales Process Needs
Step-by-step appointment and sales process Management buy-in and support (pre-during-post) Video libraries
Key Points Vehicle prepared in advance Meeting folder prepared
Manager introduction using CRM notes Online videos/tools ready to use
Notes
Accountability Elected person spot checks steps
Executive reviews notes in CRM and asks Managers about person(s)
The Showroom Experience
“Seven Steps to the Sale” - Time- Efficient Culture
Notes
Email Follow-Up Example
Hi Michael,
My name is Margaret. I am the Certified Representative for Cars.com in the San Antonio market at ABC Motors and I will be assisting you with your interest in a pre-owned vehicle. It will be my pleasure to ensure you have a professional and timely experience.
My responsibility is to have everything prepared in advance for your visit, including an expert trade appraiser who will be ready to view your 2010 Toyota Camry.
I tried to call you back at 210- 555-1212 and left you a message. I will deliver available pre-owned options that I put together for you. Can you speak in the next few hours?
Thank you for your response. Name
Certified Representative for Cars.com at Dealership Name
Appointment Confirmation Email Example
Hi Jamie!
Thank you for spending 15 minutes with me on the phone just now. I have documented everything we discussed. For future reference, my teammate is Sam Grewal. I have updated him on everything about which we spoke. I understand you want to look at a 2015 GMC
Acadia with second-row captain’s chairs and DVD. You prefer black, white, or silver, in that order; and must have the dark leather interior option.
This email confirms our meeting for Sunday, January 25, 2015 @ 11:15 am.
Sam and I will prepare everything and be sure the Appraiser is ready to look at your 2012 Ford Explorer. I know your time is valuable, especially with two kids, so we will be sure to have everything ready for you and your family in advance.
Please call our cell at 510-555-1212 when you leave your home. One of us will meet you at your car.
Name
Account Representative for Dealership Name
Elements to Document During the Phone Call CRM Notes Checklist
Prospect’s Name
Why in the Market?
Vehicle of Interest Hot Buttons
Deal Breakers
Would Like to Have
For Whom is the Vehicle?
Driven the vehicle? Where?
Employment: Where They Work, City, Days Off
Schedule and Distance Location: City/Local Trade Information
Financing/Leasing?
CRM Notes Checklist
Bought from Dealership Before?
Family Information
Appointment Date/Time
Report on Current Phone Calls
10:30 am meeting 2:30 pm meeting 5:00 pm meeting Phone
Calls
Goal 20 % To Goal 20 % To Goal 20 % To Goal Total For Day = 60 Sales A 20 100% 20 100% 20 100% 100% Sales B 15 75% 25 125% 35 175% 125% Sales C 7 35% 12 60% 10 50% 48%
Collect Email Addresses on Incoming Calls Examples
1. “You selected a great vehicle - did you check out the Edmunds review on it? <NO> A couple years ago, I was in the market for a new vehicle like you and I found the write-ups to be really helpful in my decision making. I will send it to you, if that is okay? Let me get my email up here....okay, go ahead, to what email can I send it?”
2. “I have got you locked in for a 5:15pm appointment on Thursday. I just need to send you a confirmation now. I will get this to you in one hour. Go ahead, I’ve got my email up, to what email address should I send it?”
