Process: Herb Chambers started by mapping out their process for turning leads into appointments and sales. Automation has simplified the e-mail follow up process, enabling the staff to focus their energy on using the phone to set appointments and freeing more time up to sell cars.
Pricing: Herb Chambers realizes that selling cars on the internet is not about giving cars away. They put together a pricing philosophy that is competitive while preserving gross profit. As a result, they’re selling approximately 600 additional units per month at a higher gross profit than some of their showrooms because they do not sell price. The Internet staff works to build value in the dealership, the people and the process while highlighting advantages of doing business with them rather than the competition.
Training: The leadership team sees the value in training and works with every one in the department to build the phone skills, follow up skills and sales skills their people need to increase appointments, sales, gross profit, csi and loyalty. In addition, Herb Chambers has an extensive training program for new hires.
Measure and Manage: One of the greatest things about the Internet is that everything is measurable. At Herb Chambers, the management team measures everything and holds regular meetings to discuss progress and ways to improve. BuzzTrak reports give the team the information they need at a glance. The most important results to track are: The number of leads by lead source, response rate and time, appointment ratio, show ratio, closing ratio, cost per lead and cost per sale. By tracking this information closely, they are able to make small adjustments to any component of their strategy, determine the impact and make smart decisions.