Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
I have started and Internet Department for a Honda store about 4 months ago. I am very wise to systems, websites, vendors, etc. I have set up a pretty reasonable system in the past with other dealers but I have a tough road ahead of me now.
Here is the situation:
When I took over, the dealership was doing about 7-8 cars a month via 3rd party lead sources out of the "Internet Department" that consisted of 1 man who just responded to leads and also took lot ups. (not very effective). In one month of me taking over, we grew to 14 cars and then 18 cars and are continuing to grow. My idea at the time was for me to "weed" out the leads and then assign them to a sales person when they come in. Several problems have occured with that process. Either a secondary deal that certain sales people either are not skilled with, or do not want to mess with. Salespeople having the lead assigned and then they are off when the customer comes in. Following up isnt a strong point at this store currently as we don't have a CRM in place currently (January of 2011).
I have since added another lead provider (to make sure I capture everyone in my market area, most are duplicated), upgraded the website (now overwhelming me with extra leads), setup processes to continue to assist our internet marketing with growth via 3rd parties, social media, etc. This front of the marketing side is looking GREAT for us.
Now to the problem:
With the overwhelming lead volume growing from about 150 to over 280 in just a few months (mostly due to new website, increased visiability, correcting issues that had been neglected in the past, etc.) I CAN NOT HANDLE THEM ALL BY MYSELF.
We had this setup with a small salary and then a percentage (1/3 of the commision) plus some bonus. If I add someone else, I am curious on how to make them money as well but not lose any myself. My thought was to add someone to help me continue what I am doing but they would only assist in the follow up and initial contact. I could only make 1 phone call a day to a customer where someone soley dedicated could make several to the same customer insuring that we are doing everthing we can to get the custoemr engaged. Once engaged, I would take over and take it to the next step, either going over figures, setting and appointment, getting them approved, and the other stuff that keeps me from continually following up with EVERY customer consistantly.
The other thought was to have it set up with a salesperson that would basically split the leads and assist me and we would both carry the whole "deal" from start to finish. My fear of that is that I would lose track of other customers, marketing, website issues, and the things that can basically make the dealership more profitable. I am definately torn and need some ideas. I also want to make sure that we both don't go broke in the process. Maybe I just need to back up and punt. I am open to any ideas but I want to continue to have control as that is where the problem was before I got here.