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Kevin Bradberry, President/CEO TKWorldwide, answers this month's question for AutoUSA readers.
What should a dealer look for when using an outside company to recruit their employees?
An auto retailers' number one priority is to protect the dealership from those who may do it harm, all the while maximizing profitability. Anytime that anyone including Managers, HR people, not to mention another "outside company" speaks to prospective employees on your behalf, you are taking a calculated risk and creating a window for potential problems. In today's litigious society you must minimize those risks more now than ever. Here are five simple steps a dealership can take to minimize that risk and find a qualified recruiting company.
- Ask for a reference list (local references are obviously preferred) of at least 30 other dealerships that this company has done business with. I know 30 may seem like a huge number, but this IS the most important question you will ask and the answer may surprise you. Any company can look impressive with a professional looking web site, but when you ask for 30 references, you will find out very quickly the rest of the story. If they DON'T have that many clients, can they be trusted to represent you? If they DO have that many, but are afraid to provide you with their contact information, can they be trusted to represent you? Have the recruiting company do the legwork and get you a reference list, then delegate the verification process to one of your subordinates. If they call the references and there are no horror stories, then you are on your way to step 2.
- Speak to the owner of the company if possible and voice your concerns, reservations or ask him/her any questions you may have. Chances are, if they can't make YOU, an automotive management professional feel at ease, they are probably not qualified to handle your dealership's recruiting needs. Also, it triggers good dialogue, builds the relationship and sends the message that you are engaged, and they need to keep you in the loop and focus on all the details including ...
( Read More )
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AutoUSA Featured Interview
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Ezekiel (Zeke) Isreal
Internet Sales Manager
Maroone Volkswagen | Delray Beach, FL
Maroone Volkswagen is part of AutoNation, the largest automobile retailer in the world, and the Maroone Organization which has been in auto retailing since 1954. Over the years, they have earned a great reputation in the market. The dealership is located about midway between Palm Beach and Fort Lauderdale in Palm Beach County and there are over 150 dealerships within 50 miles of their location. Zeke Isreal has been with Maroone for four years and heads up the Volkswagen Internet Department.
AutoUSA: What is the size and structure of your Internet Department?
Zeke: We have four internet sales guides handling new unit sales and one team member working our pre-owned leads. Our guides respond to the lead, work our process, set the appointment, greet the customer, and handle all aspects of the sales transaction except completing the finance paperwork.
AutoUSA: How do you stand out in this highly competitive market?
Zeke: South Florida is the second largest auto retail market in the US, so we come prepared every day to do battle with a number of strong competitors. On average we might be working with 300 leads each month, so it's critical that we have a strong process in place that we work every day. Our prospects are a 50/50 mix of older citizens and youth oriented customers so we have to be sensitive to what draws them to our products. Volkswagen and Volvo (our sister store) instill strong customer loyalty and they are appreciative of the level of service we provide during the sales process.
It also helps that Volkswagen provides no cost maintenance for the first three years of ownership. We also have a service department that is open seven days a week, and that is also a strong differentiator for us.
AutoUSA: What do you do that is different from your competition?
Zeke: We have only specially trained and certified associates handling the customer transactions of our Internet guests. The nature of the VW customer is a bit more discerning and they often feel an emotional connection to their vehicles. Their perspective has transferred to our sales team too. We take our certifications seriously, participate on every ride and drive offered by the manufacturer and often become obsessive about VW products. We really live and breathe this stuff. Our customers notice this attitude and really appreciate the extra emphasis we put into every customer interaction.
AutoUSA: Tell us about your experience with third party lead providers.
Zeke: We have multiple channels for third party leads including AutoUSA. The quality of leads in general ebbs and flows, but we have found the AutoUSA leads to be of a better overall quality and close at higher than average ratios of other sources.
AutoUSA: What do you do to create a great customer experience?
Zeke: We work hard to take away the stress from the car buying process, and make it fun. Our cars are fun to drive, so why shouldn't the purchase process be fun too. We are not confrontational; we listen, smile a lot, and generally make every customer feel at home. We bring them coffee, water or other beverages and have a consultative style where we take time to answer every question.
Website: www.delraybeachvwdealer.com
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Web Selling & Marketing
Internet News Developments of Significance to Dealer Management
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The Aging Automobile and the Challenge for Dealers
Surveys show the average American car is approaching a decade old. This spells good news for our industry and offers tremendous opportunities for new car franchises looking to grow out of a devastating recession. New and late model used vehicles are in more demand but what about the customers who have a tighter budget? (Read More)
What Has Your Customer Retention Program Done for You Lately?
Finally the customer relationship side of this industry is getting the attention it deserves. It took a recession to make it happen, but there's great learning that comes from it: the importance of strong customer retention. Dealers think they'll save money if they bring their retention efforts in-house with an ad hoc mail, call, or email program. Dealers cut expenses by simply blasting customers occasionally with generic email offerings, leaving any thought of data analytics and targeting (and its economic benefits) behind. (Read More)
My Internet Manager is Boring
Dealers hear all sorts of stories about marketing efforts, and with many dealers' having a strong focus on social media becomes the exciting topic of the day. A lot of times with new media and technology it becomes the classic Hare vs. Tortoise type of story. This article is one of those stories. (Read More)
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This newsletter is published as a combined news, editorial, and market research enewsletter by Automotive Information Network, Inc. and AutoUSA. The content is intended to be for informational, educational, and promotional purposes only.
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Automotive Information Network, Inc
425 32nd St, Manhattan Beach CA 90266
310 265-2225; Webitor@automotivedigest.com
Web Editor: Mark Dubis
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AutoUSA
200 SW 1 Avenue, Ste. 1500, Ft. Lauderdale, FL 33301
Contact: Vincent Hoag at 800-243-9935
or via email at support@autousa.com
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