A car sales manager interviews a potential employee using only closed ended questions – with hilarious results. Written by Joe Webb and Performed by Joe Webb and Dave Hudson of D Hudson Productions in Chicago, The Not Good Interview details the importance of knowing how auto dealers should interview and what questions (open ended and closed ended) to use to find the right candidate. Also known as the “Jez” video.
Posts Tagged ‘dealerknows consulting’
The Not Good Interview
Tuesday, December 8th, 2009‘Tis the Season
Sunday, November 29th, 2009With this year’s Thanksgiving in our rearview mirror and the holidays just down the road, I think it is time we industry folks talk about what we are thankful for.
As I’ve been holiday shopping – or as it is known in the politically incorrect world of the Webb household “Christmas shopping” – I see a nation who isn’t scared of spending their hard-earned dollar. Gift-giving is going strong and online orders are already blowing away numbers from past years. (Now if only we gave to charities as generously as we do our distant family.) All of this money being thrown around should make us grateful to work in an industry where we not only provide a necessary service, but there is forever a need for our products.
Be thankful that everyone eventually needs a car.
Be thankful that people still walk into your showroom everyday.
Be thankful that your owners are still spending money to attract customers into the store.
Be thankful that more and more ad dollars are seeing their way into digital sources, thereby having a more positive impact.
Be thankful there are resources available such as DrivingSales and DealerRefresh to educate, engage, and entertain our industry.
Be thankful that you are likely beating the pants off of your competitor down the street because so few dedicate themselves to learning and researching best practices from these online communities.
Be thankful that your customers are more researched than ever and selling cars has returned to being a skill-oriented business.
Be thankful that you are currently employed (realizing that there are others out there who would likely work even harder than you are for your current opportunity and position).
Be thankful that conference season is over and your Vegas hangover is just now lifting.
Be thankful that the lessons and tactics you took away from the conferences and implemented are starting to pay dividends now.
Be thankful that you are in a FUN industry where no two days are the same, no two customers are exact, and each day brings with it a hilarious story or adventure worthy of sharing at a party.
Be thankful that dealers are still eager to expand their online presence and bring aboard professionals to better the culture of their store (this one is for us consultants/trainers in the room).
and finally
Be thankful for your family and friends that support you and love you – whether you shoot a zero for the day or pull a hat trick, your family loves you. Be thankful. I am.
Digital Dealer Conference Tweets
Monday, November 16th, 2009Twitter has quickly replaced note taking for several auto industry training professionals. While in attendance at the various conferences (i.e. J.D. Power Internet Roundtable – #jdpairt or the 7th Digital Dealer Conference – #dd7), in-the-know internet experts are sharing blurbs from the many sessions with others online.
I was very pleased to see some acquaintances that attended my session had also shared with others a few of the talking points I discussed. Below, you will see both the tweets I posted myself about the Digital Dealer Conference as well as other posts from my industry friends that attended. I’ve placed the tweets aout my session in bold. Unlike Twitter, though, I will work from beginning to end. (I was going to call this Digital Dealer 7 Tweets since it was the 7th Digital Dealer Conference, but I realized people may think I am crazy since there are more than 7 tweets here. Oh, well.)
Sunday November 1st
RT @MyersAuto: In One Man Internet Dept presentation by my buddy Tim Jennings at #DD7. Same presentation as before but VITAL info 2:49 PM Nov 1st from Echofon
@dealerrefresh tell me about it. There has only been one session so far and the people who AREN’T here are whining. 2:49 PM Nov 1st from Echofon in reply to dealerrefresh
@zonewebb Yes…vital info. Plus Tim’s enthusiasm is contagious. #DD7 2:53 PM Nov 1st from Echofon in reply to zonewebb
Tim Jennings pimping ADM and Driving Sales as top free resources for small Internet departments. 3:18 PM Nov 1st from Echofon
Tim Jennings says Internet managers should have some skin in the game. #dd7 3:31 PM Nov 1st from Echofon
At Flemings steakhouse in Nashvile near Vanderbilt U with @wplayford and Chris Hanson 7:00 PM Nov 1st from Echofon
@zonewebb great to see you today at #DD7. 8:00 PM Nov 1st from Echofon in reply to zonewebb
Monday November 2nd
@VJnator speaking at #dd7 says you must obtain email addresses on every new customer. Demand it. It is your future’s success. 10:04 AM Nov 2nd from Echofon
@VJnator says choose your social environment wisely if you want to sell cars. Fish where the fish are. #dd7 10:17 AM Nov 2nd from Echofon
@sstapes talking about data hygiene applications for dealer CRMs at #dd7 11:07 AM Nov 2nd from Echofon
@sstapes Are you tracking your customers’ needs and their communications? #dd7 11:25 AM Nov 2nd from Echofon
RT @dealerrefresh: RT @DealerADvantage: 31% of leads go unanswered; average response time is 5.4 hours. #dd7 11:25 AM Nov 2nd from Echofon
#dd7 Learn how to properly recruit, interview, orientate and train new hires for the Internet Dept. My comedic session Tuesday @ 9:30am 11:34 AM Nov 2nd from Echofon
@zonewebb Looking fwd to the session and your funny videos. #dd7 12:09 PM Nov 2nd from UberTwitter in reply to zonewebb
FINALLY a world class presention at #DD7 by @drivingsales 5:22 PM Nov 2nd from Echofon
RT @ggarvin: Your website is not marketing! No more than your rent is. – Jared Hamilton #dd7 5:23 PM Nov 2nd from Echofon
RT @arnoldtijerina: Random Comment heard in elevator about a session: “I’m not buying what he’s selling.” #dd7 7:21 PM Nov 2nd from Echofon
Tuesday November 3rd
Looking forward to @zonewebb Joe Webb speak today! His sessions are always entertaining as well as informative! It’s must see TV! #DD7 6:41 AM Nov 3rd from web
Speaking in just over an hour about how to find and keep Internet talent. Hope Paglia doesn’t go over on time, because I know I will.#dd7 8:13 AM Nov 3rd from Echofon
@ralphpaglia @ #dd7 says social networking should be called “people networking”. Claims it will be far bigger than the auto industry expects 8:44 AM Nov 3rd from Echofon
At #dd7 @ralphpaglia says the new currency is time, energy, and effort. Dedicating yourself to soc media a time-intensive investment 8:52 AM Nov 3rd from Echofon
Build a social network for your store so you can publish and control your content. #dd7 #paglia 8:55 AM Nov 3rd from UberTwitter
When your employees get excited about your social network, sales and service customers follow. #dd7 #paglia 9:01 AM Nov 3rd from UberTwitter
On social networks: “We don’t sell in our communities, we build relationships.” #dd7 #paglia 9:04 AM Nov 3rd from UberTwitter
Pay BDC agents on CSI to ensure they set qualified appointments.#dd7 #webb 9:43 AM Nov 3rd from UberTwitter
“It doesn’t matter what you know. It’s what you’re willing to learn.”#dd7 #webb 9:50 AM Nov 3rd from UberTwitter
@zonewebb: At #dd7 Joe laying out pay plan structure 4 dealers 2 try. Ties in 2 @drivingsales structure talk yestrday 9:50 AM Nov 3rd from txt
Everybody in your Internet dept has to know the mind of the Internet shopper. #dd7 #webb 9:54 AM Nov 3rd from UberTwitter
Thanks to Joe Webb for the Cars.com props in his Digital Dealer workshop. #dd7 #webb 9:55 AM Nov 3rd from UberTwitter
Resist on-the-spot hires. Make candidates earn a position on your team. #dd7 #webb 10:05 AM Nov 3rd from UberTwitter
@drivingsales @dealerrefresh @zonewebb: At #dd7 Joe Webb covering 5 step interview process- including appearance 10:09 AM Nov 3rd from txt
Use open-ended questions in job interviews. You want to hear creativity in candidate’s thinking. #dd7 #webb 10:13 AM Nov 3rd from UberTwitter
RT @sburges2: @zonewebb: At #dd7 Joe says one focus,”If I were this customer, what would I want?” 10:18 AM Nov 3rd from Echofon
RT @DealerADvantage: Use vendors for Internet dept employee referrals. #dd7 #webb 10:18 AM Nov 3rd from Echofon
Listening to @zonewebb at #DD7. One of the best presentations of the event. 10:24 AM Nov 3rd from Echofon
Celebrate new hires to welcome them to the dealership. #dd7#webb 10:28 AM Nov 3rd from UberTwitter
Spiff your employees to find errors or problems with your Web site.#dd7 #webb 10:30 AM Nov 3rd from UberTwitter
@DealerADvantage Thanks for all the kind posts. Amazing turnout! 11:11 AM Nov 3rd from Echofon in reply to DealerADvantage
@sburges2 Thanks for all the kind posts. You were my go-to person out there. Everytime I looked you were nodding in agreement. 11:14 AM Nov 3rd from Echofon in reply to sburges2
@sburges2 And thanks for sticking with it even though it was packed and standing room only. Or in your case, floor sitting only. 11:15 AM Nov 3rd from Echofon in reply to sburges2
RT @zonewebb: @VJnator says choose your social environment wisely if you want to sell cars. Fish where the fish are.#dd7 (Thank You JOE) 11:25 AM Nov 2nd from moTweets
@zonewebb #dd7 Best superhero costume goes to Joe Webb 11:36 AM Nov 3rd from TwitterBerry
Avoid price in walkaround video so you don’t have to redo when car ages. #dd7 #tim_jennings 12:08 PM Nov 3rd from UberTwitter
Uncheck “include related videos” on YouTube to make your videos stand alone in the player. #dd7 #twip #tim_jennings 12:15 PM Nov 3rd from UberTwitter
RT @automotiveseo: @zonewebb #dd7 Best superhero costume goes to Joe Webb—-Awesome. Thanks for everything Brian. 12:32 PM Nov 3rd from Echofon
Use factory certification as a sales tool, not a closing tool. #nrc_09#twip 1:46 PM Nov 3rd from UberTwitter
Multiple photos and descriptive sell copy increase contacts from car buyers. #nrc_09 2:13 PM Nov 3rd from UberTwitter
RT @joe4pres Mitch Golub – process is more important than any marketing you can do #nrc_09 3:40 PM Nov 3rd from web
Just finished judging the homenet karioke contest with @zonewebb Tim Jennings #dd7. Video to be posted on drivingsales.com soon 10:53 PM Nov 3rd from TweetDeckdealerrefresh
THE BENEFIT OF THE PRESENTATION I GAVE? Check out my last tweet
zonewebb I’m putting together a ton of proposals for dealers ready to take the next digital step. Thanks #dd7 4 days ago from Echofon
To view the presentation I gave at the 7th Digital Dealer Conference in Nashville (as well as many other presentations I’ve given), check them out at http://slideshare.net/zonewebb
First Day on the Job
Monday, November 9th, 2009
The First Day on the Job highlights the horrible orientation practices followed by automotive dealers by comedically detailing a “day in the life” of a new hire at an auto dealership. Finding strong candidates for our automotive showrooms and BDCs continue to be an issue that we must address.
Starring Joe Webb, Tim and Tammy Jennings, Joe David, and the best filmmaker and film editor in Chicago, David Hudson of D Hudson Productions.
Presented at the 7th Digital Dealer Conference in Joe Webb’s presentation Selection, Hiring, Orientation and Training for the Internet Department.
The Genius of Chili’s
Saturday, November 7th, 2009Far too many ideas seem like good ideas after a frozen margarita with a Coors Light chaser. However, I am pleasantly surprised to find myself struck with enlightenment as I sit bar side at a Chili’s. I am out to dinner alone after delivering a successful on-site training for a dealer client. As any consultant will tell you, these dinners on the road are commonplace and very little changes from city to city.
When across the bar does my curious eyes spot a sales process secretly displayed for the bartender at this Chili’s establishment. Within moment’s I arose from my stool to see what was the matter. I was incredibly pleased to see a list of steps to follow for this bartender that closely resembles our very own road to the sale. The Chili’s Steps to the Upsell, so to speak.
I’ve attached this picture so you can follow along as we compare proven best practices. I have made it easier for you by spelling out each step they’ve provided to their employees below.
Chili’s: The following is the minimum expectation for every bartender. If they cannot execute these, then they should not be responsible for driving our most profitable position in the restaurant.
Joe’s: This is what we expect from you as a sales representative. If you cannot proudly, competently, perform these tasks and follow these steps after we’ve trained you, you may want to consider another line of work.
Summary: You don’t have to go home, but you can’t stay here.
Chili’s:
1. Greeting every bar guest with “Welcome to Chili’s, my name is ——, I’ll be taking great care of you today and your name is….?
Joe’s:
1. Every customer is greeted, preferably on the lot, (at the very least on the showroom floor) before they reach a manager, with “Welcome to ABC Motors, my name is —–, and you are…? Are you here for anyone in particular? No? I will be happy to assist you and answer all of your questions.
Summary: The best pick-up line in the world is still your name, asking for theirs, and asking a simple question.
Chili’s:
2. “Let me tell you about a few great happy hour specials we have”, or weekends “Let me tell you get you started with our Presidente Margarita or ice cold draft.” (Yes, theirs is grammatically incorrect, or (sic) can be said, but nonetheless a similar practice would be
2. Joe’s:
“Allow me to tell you about our amazing new vehicle incentives” or, used “Let me tell you what I feel are some of the hidden gems and best buys on our lot.”
Summary: They’ll never like it if they don’t try it. Make sure to introduce them to your specials.
Chili’s:
3. “Can I get you started with ______ or _______.” Being suggestive with appetizers choose their favorite and let guests know why it is their favorite.
Joe’s:
“I personally believe this vehicle is likely the best fit for you and your family because it is both ______ and ________, both features/needs you said were important to you on your next vehicle.”
Summary: I told you that you were going to enjoy it.
Chili’s:
4. “Check down after every item is rung up, no “I will get it in a minute.”
Joe’s:
4. (If I am reading this correctly) Answer and address every question they have immediately so as to overcome any potential objection in the future and then confirm it is answered.
Summary: Don’t let problems linger or questions go unanswered as it looks as if you are avoiding the subject or not caring about their needs.
Chili’s:
5. Engaging lounge area tables even when there is a lounge server working.
Joe’s:
5. If a customer is walking around on the lot or showroom, whether you are aware if someone is assisting them or not, make sure to approach them and ensure that someone is working with them and they are having their questions answered/expectations met.
Summary: Engage every lone/abandoned customer regardless of the situation to let them know someone is there is assist them at all times.
Chili’s:
6. Running bar beverages at all times when not engaging bar top guests.
Joe’s:
6. If you don’t have a customer, you should be either out on the lot familiarizing yourself with vehicles, looking to assist other managers/guests/salespeople, or looking to follow-up with active/past customers.
Summary: No coffee clutching. This is work. If you want “me time”, stay at home. When you are on the lot, you are there to produce and be productive.
Chili’s:
7. Coaching team members on up-selling beverages that come to the bar screen.
Joe’s:
7. Listen to your coworkers with their customers. If you can offer any guidance after the fact, constructive criticism and helpful hints should be widely accepted among the staff.
Summary: Role-playing will help you improve consistently.
Chili’s:
8. Energetic, friendly, and sociable.
Joe’s”
8. No other way to say it.
Chili’s:
9. Constructive with free time
Joe’s:
9. Get busy. There is ALWAYS something you can be doing to improve yourself and make money.
Summary: In all aspects, Chili’s has it right. And yes, in the picture below, that is a margarita. I did partake in one. After all, you have to reward a good salesperson.
Auto Industry Consultant, Joe Webb, Scheduled to Speak at Digital Dealer Conference
Monday, October 19th, 2009Automotive Internet Sales Trainer, Joe Webb, consults car dealers nationwide on the best practices of eCommerce and digital marketing tactics within their departments.
FOR IMMEDIATE RELEASE
PRLog (Press Release) – Oct 19, 2009 – Joe Webb, President of Dealer Knows Consulting, will be speaking at the upcoming Digital Dealer Conference.
The title of the seminar, “Selection, Hiring, Orientation and Training for the Internet Department” teaches automotive professionals the best-in-class practices of recruiting for success in today’s difficult economic climate.
“The secret to success in the auto dealership world is by surrounding the staff with talent. Recruiting is step one.” Webb says. In this session, dealers will learn the best places to recruit talent for the Internet department of car dealerships. Joe Webb of DealerKnows will also be showing how to conduct professional interviews with leading interview tactics.
Webb states “Orientation of sales professionals, especially those in Business Development Centers and Customer Contact Centers in dealerships, continues to be a growing problem.” Industry Expert, Writer, Trainer, and Blogger, Joe Webb, will provide step-by-step instructions on how to properly orientate new hires and train them to find success in the future.
The 7th Digital Dealer Conference will be held in Nashville, Tennessee from Nov. 1st – 3rd. The conference continues to be one of the auto industry’s top destinations for digital marketing professionals to expand their knowledge base. Webb, consistently rated as one of the top speakers at past conferences, will bring his unique blend of past experiences, knowledge, and comic background to deliver his session.
# # #
Joe Webb is the President of DealerKnows LLC, an automotive digital marketing consultation firm. They specialize in assisting dealers with their online advertising, lead management, ecommerce marketing, and internet initiatives. Called “the funniest guy in the car business” where he combines his background in comedy with his presentations and seminars nationwide, Joe also recently founded Dealer Signage Inc where he is the acting Chief Operating Officer. Dealer Signage is a progressive, digital advertising network and signage company that allows dealers to manage the media on their own televisions and deliver targeted digital messages to their loyal customers within their own dealership. In the past, Mr. Webb found success in the trenches of dealerships where he created and managed award-winning Internet Departments and Business Development Centers. Joe Webb’s primary goal, as he always states, is “to better the culture of car sales”.
Switch With Me
Wednesday, October 7th, 2009Let’s Talk About Text, Baby
Tuesday, September 29th, 2009(written for the October 2009 issue of Digital Dealer Magazine)
Let’s talk about text, baby. Let’s talk about you and me. Let’s talk about all the good things and the bad things that may be. Let’s talk about text.
Let’s talk about text for now to the people at home and in the crowd. It keeps coming up anyhow. Don’t decoy, avoid, or make void the topic ‘cause that’s not going to stop it. Now we talk about text in the mags and on the blog talk radio shows. Many will know, anything goes. Let’s tell it how it is and how it could be. How it was, and of course, how it should be.
Okay, fine. I will stop rapping. I’ll discontinue altering the lyrics to the famous Salt ‘N Pepa song of the early 90’s, but obviously this first verse and chorus above lend well to the topic of text. Text, or mobile messaging as it is known, is changing the way people communicate across the globe.
In 2008, the Nielsen Company released a report that SMS text messaging has officially taken over phone calls on all mobile devices. Simply put, more text messages are sent than calls are made from mobile devices. While calls haven’t significantly reduced in amount, text messages continue to climb. I’ve recently heard there are more text messages sent everyday than there are people on the planet. It is high time dealerships address this shift as it is not a trend, but a standard.
Matt Watson, Chief Technology Officer for Vin Solutions believes “Text messaging will continue to evolve as the preferred way to send short highly relevant messages to your customers. Mobile internet usage is quickly growing and text messages with hyperlinks back to your mobile optimized website is a great way to communicate with your customers.”
The steps to becoming a mobile dealer are not near as complicated as you might expect. As I’ve mentioned before, sometimes all it takes is the willingness to spend a few Hamiltons to make great things happen.
First, you must contact your online inventory tool/vendor and make sure they can convert your inventory to a mobile listing and check if they incorporate in-house videos of the inventory.
Second, have your website provider (or a mobile marketing vendor) create a mobile website for you.
Third, ensure your CRM is able to convert these soon-to-be-generated mobile leads.
Finally, market the mobile text code in the proper advertising to build traffic and interest. (I’ll address mobile SEO and lead management at a later date, but the above four steps get you into the mobile game.)
I’ll approach these one by one. Your inventory on the lot must be able to be viewed from today’s mobile device so it must be sized and scaled correctly. Some mobile codes can take the interested party directly to your mobile website. Others will direct them specifically to their vehicle of interest while another text code can lead them straight to a specials page. Much like your inventory, your mobile website will be scalable, but will not need all of the flashy accoutrements your primary website is accustomed to containing.
Mike DeCecco, Director of Industry Relations for Dealer.com, states “Our mobile websites are designed with the end user in mind. For example, we believe iPhone websites must function very much like an iphone application so users of that device will easily understand how to navigate through. Also, dealers should find those services that produce their own in-house videos for inventory and build their own mobile websites. One upcoming trend that Dealer.com has already jumped into will be to offer real human voice inventory videos on iphone mobile websites. In addition, mobile websites should automatically detect the device of the end user and serve up the appropriate website for Smartphone or iPhone.”
Many shoppers are not carrying around their laptops with them. They do not have the ability to crack open the shell to their iMac, wifi in, and research a vehicle or a special. Mobile applications are allowing for instant gratification. Much like the internet was once considered the primary tool to obtain information quickly, the mobile phones of today have stepped up that process. Now, decisions are being made and information sought from the point-of-contact. The moment you grab the consumer’s attention, they have the ability to connect.
As consumers evolve, so must we as dealers. Understand that if a customer is searching through a mobile application, that lead is hotter than one from a basic lead provider. Dealers must adopt a quicker follow up procedure to ensure the needs of the consumer are met. Some new technology and platforms hitting the market are trying to help dealers engage the customers quicker.
“Until now, mobile ILM applications have only provided alerts when an email lead has been received. Someone still has to sit down at a computer to respond to the inquiry,” said Stan Thomas, CEO of DealerUps. “With our product, Mobile Mailroom, you can respond to the email lead directly from your mobile phone. It’s fast, easy and all of the data is captured and pushed directly into our CRM.”
Lastly, it is the dealer’s responsibility to actively market the mobile text codes and mobile inventory to the public. There is no use having mobile sites and inventory if you are unwilling to drive traffic there in your advertising and marketing initiatives.
As Richard Abronson, Vice President of Marketing and Products for Gumiyo Inc, puts it “Mobile works best when there is a call to action in all of your traditional advertising. Whether it is a dealer’s signage, newspaper ads, TV, radio spots, vehicle listings and window stickers, there must be a mobile call-to-action with memorable keywords to engage the consumer. Dealers doing this have received an incredible amount of responses, specifically in response to text call-to-actions on TV, because, while a laptop is not always on when the television is, everyone seems to have their cell phone sitting nearby.”
Mobile marketing is not only here to stay, but Abronson foresees major mobile advancement in the future. “Peer to peer messaging is a way’s away from being ubiquitous, but I do believe that will be a wave of the future along with being able to scan your mobile screen for coupon redemption for instance. In the short term, I think we will see more free apps and those apps will be much more standardized. While screens won’t get much bigger, we will see the speeds increase, pricing get cheaper, and eventually it may be free, similar to email. You’ll also see more newspapers offering mobile service – print to mobile packages.“
Dealers that are early adopters of mobile web technologies will be at an advantage against their competitors. Not only should dealers dedicate some Hamiltons to their mobile web presence now, but they should dedicate one good person in their store to be the mobile expert (or “mobile evangelist” as Abronson calls it) to put the mobile provider in place and keep current on the latest text trends. Doing this will ensure you are a part of the mobile marketing community of the future. So break out your cell phones and start tapping. Start rapping. It’s time to talk about text, baby.