How do you convince the un-convincible?

When you arrive at a new dealership and are faced with the task of making them better through the internet and BDC department, but have issues with the current staff getting on board-How can you convince the un-convincible?

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Permalink Reply by Curtis D Snyder on October 28, 2010 at 4:40pm

Bury them in data. It is the only way I have found to do this. Even then it doesn't always work, so keep them buried. Load them up with reports and statistics till their heads are spinning! There is one thing that cannot be denied in the auto industry and that is the end numbers.

Compare closing ratios with the number of staff who handle the leads. Compare the number of "internet customers" with the number of them that show up in the store along with the number of appointments set.

I finally got the right combination of numbers in front of my dealer just yesterday to show him that my process works and that we should let it grow.

I should also mention that it might require you to go against the grain for a little. I hate admitting this but for awhile my dealer thought I was doing one thing. When in all reality I knew that way would destroy us and me along with it. So I went about doing my program. After the numbers drastically increased I showed him all the data and reports and how we were actually getting there. He was pleased that I was being proactive in getting the right results.

Good Luck!

Permalink Reply by Bradley Belford on October 28, 2010 at 5:13pm

Thanks Curtis!

Curtis D Snyder said:

Bury them in data. It is the only way I have found to do this. Even then it doesn't always work, so keep them buried. Load them up with reports and statistics till their heads are spinning! There is one thing that cannot be denied in the auto industry and that is the end numbers.

Compare closing ratios with the number of staff who handle the leads. Compare the number of "internet customers" with the number of them that show up in the store along with the number of appointments set.

I finally got the right combination of numbers in front of my dealer just yesterday to show him that my process works and that we should let it grow.

I should also mention that it might require you to go against the grain for a little. I hate admitting this but for awhile my dealer thought I was doing one thing. When in all reality I knew that way would destroy us and me along with it. So I went about doing my program. After the numbers drastically increased I showed him all the data and reports and how we were actually getting there. He was pleased that I was being proactive in getting the right results.

Good Luck!

Permalink Reply by Randy Taylor on June 26, 2012 at 8:12pm

Take away their computer and give them an abacus! Performance is the key. For me, the in Internet Department is no different than an inbound phone call. The end goal is a customer in the door with an appointment. And we all know the closing ratio on appointments vs. walk ins.