(automotive) internet / bdc director development training
TRANSCRIPT
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Sean V. Bradley, CSP
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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
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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
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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
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92 - 99% of people go online FIRST before ever stepping
foot in a dealership
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What makes up a Business Development
Center (BDC)
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BDC Director
General Manager
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ID Director
General Sales Manager
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Elements of an Internet Department
Departments
Incoming phone UPs Internet sales
Management CRM systems Reporting &Analytics Technology Marketing
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What makes an ideal Internet Director?
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• Automotive Sales Management• Call Center/Telemarketing Manager• Marketing/Advertising
IDEAL BACKGROUNDS
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Roles and expectationsof an
Internet/BDC Director
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3 Square Exercise
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The 4 P’s
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Leadership
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You must integrate a WIDE range of experiences
over TIME
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● Coaching● Mentoring● Journaling
● Goal setting● Assessments● Evaluations
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You are the Captain of the Ship
The primary reason Internet Departments are successful is the Internet Directors!
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Developing leader traits
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Self Learning
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Mindset
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Mental maturityDependenceIndependenceInterdependence
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Take responsibility for your
ACTIONS
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Where is your
FOCUS?
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Building the Right Team
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ASK YOURSELF THE BIG
Q
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Showroom dept
Internet dept
Interdependence
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Create the
ULTIMATE Internet Coordinator profile
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How does
YOURAccount look?
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MOTIVATE
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INCENTIVIZE
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● Power hours● Fast starts
● Most dials● Most connections● reward MOST shows
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Accountability
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“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.”
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Atmosphere
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Create a Warm/Positive Environment/Culture
● Signage● Proactive Language● Private disciplinary action● Beautifully wrapped constructive criticism
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Don’t give me an excuse until you have exhausted all solutions
- Karen Bradley
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Communication
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Ways we communicate
● Verbal● Non Verbal● Written● Visual
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Structure/Operations
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Is EVERYONE working towards
the SAME goal?
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I want to DO X deals
This is HOW I get there
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B L U F
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HR + F + M = OC
GP - OC = NP
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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
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Time Management
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Learn the difference between Urgent vs. Important
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Create consistency
Create common language “Q1”, “A item”
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You down with OPP?
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O H I OOnly Handle It Once
Do it Delegate it Destroy it
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Learn to use Projections/Forecasting
Set proper goals for your coordinators
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Reporting
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Learn to master the averages
The numbers provide the focus for where training/reinforcement is most
necessary
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Outgoing connections - Connection to appointment %
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Scheduled appointments - Appointment to show %
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Showed appointments - Show to sold
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Sold ratios
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CRM Reports
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Learn to recognize GOOD vs. BAD leads
Maximize ROI
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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
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RECAP
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Sean V. Bradley, CSP
Thank you