Question For ISM's: How To Ensure Customers Ask For YOU??
Hey all,
In my store's model, I am the ISM. I'm in charge of listings, photos, video, everything. You name it, if it's related to online retailing, it's me. I spend countless hours behind this screen taking photos, listing cars, writing ad copy, maintaining online inventory, etc...
Problem I'm having lately is this: So far this month, there have been 6 sold deals (that I know of, maybe more) where the customer saw our ads online, but did not call first or ask for me when they came in. On these 6 deals, I have missed a little over $3,000 is commission money. It's frustrating as hell to spend all of this time with no reward. The main phone # on our website is my cell phone. Rings right to my hip and I answer calls 7 days a week from 7am to 9pm or later. On days off, at breakfast, watching TV at night, whatever, it doesn't matter. On autotrader and cars.com the 800# redirects to my cell. Same with email. I am the only one who checks email and all emails are forwarded to my mobile as well. Customers have told me that they are surprised to see such a fast response time. (Sometimes I can respond within 1 minute)
In my ad copy, I state: "**View HD videos and up to 48 pics of our inventory online at: www.coralpalmautos.com!** Here at Coral Palm Auto Sales, you can finally have what you've been looking for! Quality autos, great deals, EZ financing, financing, friendly staff, and always a great plans for everyone regardless of past credit history! THIS SPECIAL INTERNET OFFER IS AVAILABLE THROUGH OUR INTERNET SALES DEPARTMENT BY CONTACTING MIKE AT (239) 822-7821. CALL TODAY FOR A FIRST-HAND CELLULAR WALKAROUND OR TO SCHEDULE AN APPOINTMENT!
Thanks for looking and we hope to see you soon!
For a limited time only, print this ad and bring it to Mike, for an instant $250 off the purchase of your next vehicle!
*(Coupon offer not valid with any other discounts, promotions, or incentives. See dealer for details.)"
That is copy&paste from every single ad online. Even the coupon thing has no effect. Customer will drive on the lot, salesman does meet and greet. "Hi, blah blah, are you here to see somebody today?" nope. "How did you hear about us? Newspaper? Online? referral?" Nope, just drivin' by. When we get to the first pencil, the customer will say, "That's not what it's online for." Well duh, did you read the ad?
So when another salesman gets the deal done, I get no part of the deal. No half deal, nada, zip. Another store I know of pays the ISM a flat $100 if its anther salesperson's deal, if they came in on an internet ad. If the customer asks for the ISM, he gets the whole commission. Should I approach the owner about a plan like this? Sometimes I feel like I'm doing a ton of work to get people on the lot, but not being compensated for it when they purchase. Now, I know that not EVERY customer is going to ask for me or call me to make an appointment or mention the ad when they get here but this is getting ridiculous! Of course, the customer doesn't care that I've put all this work and effort into getting them on the lot, they simply want the best deal possible and the don't give a care who sells it to them. But dangit people, at least reward my hard work by asking for me and letting me earn my money.
Any other ISM's having this problem? What solutions are you using to fix it? Any body have any great ideas? Thanks for letting me rant, hopefully with all the experience and great ideas here, somebody can offer some advice.
Thanks in advance,
Mike
In my store's model, I am the ISM. I'm in charge of listings, photos, video, everything. You name it, if it's related to online retailing, it's me. I spend countless hours behind this screen taking photos, listing cars, writing ad copy, maintaining online inventory, etc...
Problem I'm having lately is this: So far this month, there have been 6 sold deals (that I know of, maybe more) where the customer saw our ads online, but did not call first or ask for me when they came in. On these 6 deals, I have missed a little over $3,000 is commission money. It's frustrating as hell to spend all of this time with no reward. The main phone # on our website is my cell phone. Rings right to my hip and I answer calls 7 days a week from 7am to 9pm or later. On days off, at breakfast, watching TV at night, whatever, it doesn't matter. On autotrader and cars.com the 800# redirects to my cell. Same with email. I am the only one who checks email and all emails are forwarded to my mobile as well. Customers have told me that they are surprised to see such a fast response time. (Sometimes I can respond within 1 minute)
In my ad copy, I state: "**View HD videos and up to 48 pics of our inventory online at: www.coralpalmautos.com!** Here at Coral Palm Auto Sales, you can finally have what you've been looking for! Quality autos, great deals, EZ financing, financing, friendly staff, and always a great plans for everyone regardless of past credit history! THIS SPECIAL INTERNET OFFER IS AVAILABLE THROUGH OUR INTERNET SALES DEPARTMENT BY CONTACTING MIKE AT (239) 822-7821. CALL TODAY FOR A FIRST-HAND CELLULAR WALKAROUND OR TO SCHEDULE AN APPOINTMENT!
Thanks for looking and we hope to see you soon!
For a limited time only, print this ad and bring it to Mike, for an instant $250 off the purchase of your next vehicle!
*(Coupon offer not valid with any other discounts, promotions, or incentives. See dealer for details.)"
That is copy&paste from every single ad online. Even the coupon thing has no effect. Customer will drive on the lot, salesman does meet and greet. "Hi, blah blah, are you here to see somebody today?" nope. "How did you hear about us? Newspaper? Online? referral?" Nope, just drivin' by. When we get to the first pencil, the customer will say, "That's not what it's online for." Well duh, did you read the ad?
So when another salesman gets the deal done, I get no part of the deal. No half deal, nada, zip. Another store I know of pays the ISM a flat $100 if its anther salesperson's deal, if they came in on an internet ad. If the customer asks for the ISM, he gets the whole commission. Should I approach the owner about a plan like this? Sometimes I feel like I'm doing a ton of work to get people on the lot, but not being compensated for it when they purchase. Now, I know that not EVERY customer is going to ask for me or call me to make an appointment or mention the ad when they get here but this is getting ridiculous! Of course, the customer doesn't care that I've put all this work and effort into getting them on the lot, they simply want the best deal possible and the don't give a care who sells it to them. But dangit people, at least reward my hard work by asking for me and letting me earn my money.
Any other ISM's having this problem? What solutions are you using to fix it? Any body have any great ideas? Thanks for letting me rant, hopefully with all the experience and great ideas here, somebody can offer some advice.
Thanks in advance,
Mike
Replies to This Discussion
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Permalink Reply by Jonathan W. Dawson on
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Dear Mike,
Your frustration is frustrating for me. On the one hand I believe that as a salesperson it is your responsibility to add so much value that you become irresistible to customers, while on the other hand I sympathize with your time investment and your desire to be compensated fairly.
What I would like to do is talk about the first approach (becoming irresistible) and share with you what I think you can do practically to get them to ask for you and contact you.
• Be honest and vulnerable in your ad without being frustrated. Your copy "PLEASE ASK FOR MIKE, HE WORKS HARD PUTTING THESE FLIPPIN' ADS TOGETHER AND HE DOES NOT GET PAID IF YOU BUY A CAR FROM SOMEBODY ELSE. IF YOU DON'T ASK FOR MIKE, DON'T BOTHER COMING IN." is moving in the direction I am talking about minus the last line. I think you can put a humorist spin on it and get some traction!
• Put a face to the behind scenes work. Is your face on the website and craigslist ads. Is it prominent and does it present you as an approachable person. If not on the site how about a link to a blog, “linked-in” page or simple single page website that allows you to feature yourself. I would have pictures of myself with customers and possibly photos of customers at delivery with their vehicles and even videos or audios on the site that reinforce my credibility.
• Turn your $250 into something more tangible and real than a “discount” on the car. How about a Wal-mart, Best Buy, or Home Depot gift card instead of some “discount”. Something that can be tasted like a “Manny’s”, “Ruth Chris” or similar restaurant would be a greater offering than some “discount”. This would also be an easy way to track because the customer would clearly ask for it at the time of sale or delivery and you are the only one who offers it. Make it clear that you are the only one who offers it and that they can choose which one they want when they contact you to set up the appointment.
These are just a few ideas that I have seen work at some of my clients. I hope this gives you encouragement, hope and I look forward to hearing your thoughts.
Jonathan W. Dawson
612-387-7776
planb@helloworld.com
www.trainthewinners.com
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Permalink Reply by Mike Robbins on -
Jonathan,
Thank you very much for your insight. I think re-working my ad copy will help. Putting "my face" out there is definitely the most cost-effective way to go. During my videos, I will attempt to put more face time etc.. there. I'm great with a camera, but terribly camera shy, so this is something I will just have to overcome. Not a bad idea either with the gift cards/certificates.
Thanks again!
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I read an article about video on-line entitled, "Balder, Fatter, Better". The premise was the the more "real" looking the person behind the video the better. You don't need to be an eloquent speaker or a model, just sincere. If you stutter a little in your video, roll with it. I've even sneezed in the middle of a training video and kept rolling. The feed-back was great. the video was viral through-out the salespeople and managers because the content was meaningful, sincere and funny. Just be you! You are good enough. Shy, goofy looking, stuttering, wonderful you!
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Permalink Reply by David Goodison on -
Mike, you should have a CRM that runs a dupe check every day. When you enter a prospect, then that prospect comes in, the report should show "Internet Up Showed". Then there is no question where the customer came from. It will also allow you to track the hot prospects and those that need lengthy follow up. It will allow you to mine your prospects when you need to get in touch with them concerning a rebate/incentive/coupon, etc.
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Permalink Reply by Mike Robbins on
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Hi Dave, thanks for your post. My problem is not that I'm communicating with customers and the being "skated" when they get here. Rather, customers are seeing our ads online where it says to contact Mike for appointment, test drive, more info, whatever and the are dropping in and NOT asking for the Internet Guy.
I've received tons of good suggestions posted here, through emails and phone calls. Thanks to everybody's great ideas and suggestions!
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Permalink Reply by Thomas Ieracitano on
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Renegotiate your contract. I am paid on EVERY sale in the store, front and back as any other manager. A percentage of the total gross. I have been in the business a long time so it may have some bearing.But, your pay plan is your job description. Take a look http://RobertHutson.com and http://DigitalCarGuy.com , I have a professional photographer take my pictures that I have trained.
Thomas Ieracitano
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Permalink Reply by Gregg Hall on -
Thomas, That is EXACTLY what my response was. I am paid salary PLUS percentage of the total front and back gross on EVERY deal. In this day and age where 90% of car shoppers see the car on line BEFORE going to the dealership, a true ISM deserves no less than this kind of pay plan.
Gregg
P.S. See you guys at the Digital Dealer Conference in Orlando in April!!
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Permalink Reply by Gretchen DeWees Kennedy on -
If you read the cover article entitled, "The Internet Manager: Past, Present, and Future!" in March's AutoSuccess, it covers this very topic.
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Permalink Reply by Mike Robbins on
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Thanks Gretchen! I'll check it out.
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Permalink Reply by Jeff Sadighi on -
This is the age-old problem for ISM's, isn't it?
I have adopted the 'quote'm, right out of the gate' theory and even if they don't ask for me, my quote pops up for sure in the negotiation for the price so I get covered by the 'process'.
Same on used, I quote them when I verify availability and it always comes up if the forget to ask for me.
I listen to folks being welcomed to our store all day as my office is just off the middle of the showroom near an entrance. Folks just don't understand how important it is for them to ask for us by name. They figure coming to our store should be enough because most folks have never made their living on commission.
Though I cannot imagine working at a job where I knew what my paycheck would be at the end of the month, or one that had an upwards limit for that matter either, I predict that we will need to find a new pay metric for all commission sales staff if we are going to be able to keep and attract quality people.
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