1. Best Practices for Screening, Selecting
and Hiring Dealership Employees
How important is it to hire and train the right people while building a
sales team that can convert opportunities created by marketing into
actual sales results?
Organizational development is more important than ever before…with many dealers
losing staff while cutting costs during the depths of the recession, those that are
growing their business need effective strategies, tools and tactics for attracting,
screening and hiring the best Internet sales professionals with the greatest chance of
achieving their own personal success, as well as sales productivity for the dealership.
This session will explore organizational development strategies, recruiting, screening,
hiring and training tools as well as the materials and processes that the most
successful dealers in America have been using for years, and are being used today as
a means of increasing success in the hiring process. Ralph Paglia will share the tools
and processes he has used to build some of the most successful Internet sales
departments in America while teaching attendees what the essential "must haves" are,
and how to get them when seeking to grow your sales departments into high
performance digital marketing to sales conversion engines.

2. Introduction and Background:
www.ADMPC.com
Ralph Paglia
President
Automotive Media Partners, LLC
• Led build-out and development of
Tier10’s Digital Marketing, Advertising and Social
Media Strategies, Tactics and client service capabilities
• Automotive Digital Marketing Professional Community creator and Editor-in-Chief
• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers…
• Ran 1st retail automotive Behavioral Targeting Digital Advertising program…
• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota,
Mercedes-Benz, Hyundai and 250+ dealers & groups…
• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access
to post vehicle inventory listings on defense contractor BBS’s…

3. Growing Your Internet Staff from 10 to 300 Cars per Month

4. Courtesy Chevrolet in Phoenix, AZ became the
USA’s leading Internet retailer of new and certified
used Chevrolet vehicles… Human Resource
Development was the key (secret sauce) to success.

5. “This is a people business…”
Organizational Development is the
essential stumbling block that
many dealers and ISM’s report as
the primary reason for Internet
Sales Operations failure or lack of
growth into a strategically
significant level of sales.

7. Create a Video that showcases why
People want to Work for Your Dealership
• Training
• Compensation
• Benefits
• Supportive Team
• People Matter
• Career Growth

8. Use Video Role Play Assessment
• Pre-Screen Applicants
• Identify Training Opportunities
• Invest Time with the Most Qualified Candidates
• Use as a Recruiting Tool
• Ideal for Social Media based Recruiting
• Don’t waste valuable ($$$) management
interview time on applicants destined to fail!

9. http://hirethewinners.com/adm

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12. http://hirethewinners.com/adm

13. Hire The Winners Assessment:and Assessment Example
Hire The Winners Report Accurate Results in 20 Minutes

14. TARGET TRAINING FOR CURRENT TEAM MEMBERS

15. Process Execution Capabilities Drive
Staffing Requirements
No dealership has unlimited process
execution capabilities…

16. Growing Your Internet Sales Team Requires that you
Define what Your Internet Process Should Look Like…
Dealer Lead
Management
Process Map

17. Organic Growth
Courtesy Chevrolet is a single point Chevy dealer with
(at one time) 3 fully staffed BDC Team’s, an eFinance
Sales Team and 4 Internet Sales Teams. These 8 teams of
automotive sales professionals are identified as follows:
1. New Chevrolet BDC 5. New Chevrolet Internet Sales
2. Used Car BDC 6. Used Car Internet Sales
3. Wholesale Parts BDC 7. Bell Road Internet Sales
4. eFinance Sales Team 8. Commercial Internet Sales
Let’s Take a Look at How It Happened…

22. 90,000+ Outbound
Phone Calls / Month

23. Document Roles & Responsibilities for All Positions

24. Document Pay Plan
& Bonus Structure
that reflects taller
Internet sales
funnel
* July 2006 Interactive Marketing Budget

25. Lead Volume puts pressure on response
times as a factor of staffing levels!

26. Organizational Structure Determines Process Capabilities
and Monitoring Requirements…
% of Statistical
Top 4 Ways Purchase
Purchase* Correlation
to Close Dealer Response Attributes Respondents*
among the Factor of
who DID
More Sales Experienced by Customers within NOT
Leads who Response
attribute
to Leads DID
experience
Received 24 hours of Submitting an Inquiry the attribute
Experience with Vehicle
Purchase
the attribute
Make Direct Phone Contact with Customer
#1 (after sending Email w/availability & prices) 17% 27% 11
#2 Send Price Quotes by Email to Customer 20% 27% 9
Contact Customer more than once by Email
#3 and Telephone (within First 24 Hours) 21% 25% 5
Make sure Customers are either Completely or
#4 Very Satisfied with the Lead Response 21% 24% 3

27. Staffing Determines Process Execution Capabilities
and Monitoring Requirements…
Customer goes online
and submits Lead
Internet Sales Specialist ISS)
reviews lead, selects 4
vehicles for Price Quotes
Sends email with Quotes & Cars
BDC Staff makes initial phone call,
collects customer info, sets up an
appointment for the ISS
If no appointment, ISS
Contacts customer and seeks
appointment and/or agreement

28. Lead Process Maps
should be indexed to
email templates,
phone scripts and
word tracks so that
dealership employees
have a “paint by
numbers” guide to
what is expected when
a lead is received.
This process map
focuses on the first 12
hours after a new lead
is received.

29. Lead Process Maps
should contain brief
explanations for the logic
and execution tips for
employees to review
before actually using the
email templates, phone
scripts and word tracks.
Actual template
illustrations make it easy
for dealership employees
to recognize the right
template or document
when they see it in their
CRM tool.

30. When Lead
Process Maps are indexed to
correspondingly numbered
email templates, phone
scripts and word tracks, the
dealership is far more likely to
execute the repetitious tasks
that create customer
experiences which correlate
with higher sales closing
ratios. The best process
maps break down email and
phone contact processes into
separate flows so that they
can be executed by different
resources when scaling up
lead volumes and
organization structures.

31. Have a defined process for “closing out” unsold leads
Although many car guys will say they believe in the concept of following up until
prospects either buy or die… Large scale lead generation through highly effective
marketing practices requires that scarce resources be allocated to where they will
generate the most sales. Outsourcing followup on leads that have reached a
designated status (dormant) or assigning them to alternate resources such as a BDC
will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the
first 10 days

32. LMP Scoring Index
Objective Review of
Dealership Employee Lead
responses encourages
consistency and creates a
numeric accountability –
an LMP Report Card for
Dealer or GM review…

33. Nothing has more impact on results
than phone contact with the customer!
Outbound phone calls, ongoing phone follow-up and
responding to emails requires adequate staffing and skill levels

34. Telephone Process
• 85% of Web visitors who contact the dealership
before coming into the showroom, use the phone
• Direct Phone contact (after responding to an
Internet lead by email), has the greatest impact on
increasing sales closing ratios
Phone Follow-Up Sales Strategy:
• Focus on having a set of objectives in front of us,
each time we make an email follow-up call
• Word Track Forms (scripts) are used for training
and collecting customer information during each call
that is made immediately after sending personalized
email response

36. Top 10 Reasons To Use “Hire The Winners”
1. Find out why your lowest producers aren't producing.
2. Learn what the potential is of every sales consultant on your team.
3. Discover opportunities for improvement for each sales consultant and how you can
focus your training for immediate improvement.
4. HTW can show you how to find and recruit excellent talent to grow and improve your
sales team.
5. HTW has tools to help make informed hiring decisions and get best talent available.
6. HTW provides you with tools that allow your sales team to practice on the simulator
not the public (Lost sales from poorly trained sales consultants are killing us).
7. HTW provides you with a hiring process and support to strengthen your
management teams interviewing skills and, if used correctly, will provide you with
information you need to bring on the best talent available.
8. HTW provides you with tools that show you what the sales applicant can and can't
do when put into the automotive sales situation. You will know in 20-30 minutes the
potential of every candidate.
9. Tools that will assist you in creating customers in a challenging market (What you can
do to cause more customers to visit your store without raising your advertising budget).
10. (see link below)
Free DMSC Trial: www.hirethewinners.com/adm

37. AutoMax Recruiting & Training
Actual Graduate Class
 Recruiting 2.0
◦ Place job opening on 100’s of job boards including Monster, Career Builder, Indeed, Simply Hired,
Zip Recruiter, Craigslist, Facebook, Twitter, Myspace, LinkedIn, Google+ and MORE. Nobody used
more resources than AutoMax!
◦ Schedule & conduct ALL interviews & screen applicants using The Car Sales Simulator. (We have a
team of people that interact with and schedule interviews with thousands of potential hires each
week)
 The Car Sales Simulator Uses interactive video to present potential salespeople with a set of
decisions that will either lead to the sale or the GSM’s office for a “talking to.”
◦ For those that make it through the interview & screening process either we’ll conduct the training
or you can. (We have multiple packages)
◦ From porters to presidents, we will interview, screen and train internet sales managers, BDC reps,
social media managers, sales people, sales managers, service advisors, general managers and more!
 Low Fee, Turn Key, With A Satisfaction Guarantee!
 25% discount for all attendees present!
AutoMaxRecruitingAndTraining.com | 800-878-5090
Video From Craig

38. Questions and Answers…
Ralph Paglia
Cell: 505-301-6369
RPaglia@gmail.com
www.RalphPaglia.com
Reference Links:
http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://www.hirethewinners.com/adm
http://www.Automax.com