Yes, I am stealing a title of a great book that I would encourage everyone to read author Jim Collins studied 1,435 good companies over 40 years and tried to pin point events that triggered them going from good to great. A basic summary of the book is companies that make the change from good to great have no name for their transformation—and absolutely no program. They neither rant nor rave about a crisis—and they don’t manufacture one where none exists. They don’t “motivate” people—their people are self-motivated. There’s no evidence of a connection between money and change mastery. And fear doesn’t drive change—but it does perpetuate mediocrity. Nor can acquisitions provide a stimulus for greatness: Two mediocrities never make one great company. Technology is certainly important—but it comes into play only after change has already begun. And dramatic results do not come from dramatic process—not if you want them to last, anyway. A serious revolution, one that feels like a revolution to those going through it, is highly unlikely to bring about a sustainable leap from being good to being great.

 

I think the above information is important to understand before you follow my recommendation and conduct an evaluation of your Internet/BDC manager.  I continually hear things like 70% or 80% of all dealership traffic originates from the Internet which of course is true which leads me to the obvious question, Is the person managing this team of people in your Internet department or BDC the person you want training, managing and leading that team?  More importantly are they at the level that you would trust them with 80% of all your customers from start to finish?   Most of the time they are a salesman promoted from the floor, an IT guy who is new to the business or a seasoned sales professional who has just gotten to the point where they can’t run the lot anymore.  I would argue that this person is the single most important person related to your sales success or failures in the entire dealership.  This person should not only know how to sell, train and manage but also be negotiating 3rd party contracts for services and software they need and be an expert in marketing and the tools and technology that exists in the industry.

 

Before you make any decisions on this person make sure you have a full system in place that tracks all metrics of that department.  Don’t forget about simple things that make a huge difference which I have coined the phrase for them: Show More, Tell More, Sell More.  Show More- means take more pictures of your new and used cars 40+ is where studies show make the biggest jump in lead volume.  Tell more- are you doing custom descriptions and custom titles of your vehicles and Sell More is the result of the other two.  Once you have your metrics results ask your fellow GM’s or Dealer Principals and compare your findings.  Then when you discover you have a very talented and productive professional running that area then ensure you keep them happy or someone else will.

 

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