IS20G 7 May 18-20

1. The 4 P’s
Sean V. Bradley
CEO
Dealer Synergy

2. “Your internet department is made
or broken, maximized or under
utilized in four key quadrants.”
- Sean V. Bradley

3. •Social Media
Strategy, Leads,
Pay-Per-Click,
SEO, etc.
•Phone Process,
Tracking,
Reporting, Value
Package, etc.
•Recruiting,
training,
scheduling, etc.
• Tools,
hardware,
equipment,
etc.
Products People
PromotionsProcess
What are the 4 Quadrants?

4. Products
• CRM/ILM Tool
• Website Provider
• Call Monitoring Tool
• Inventory Pricing Tool
• Telephones, Cell Phones, Head Sets
• Templates, Scripts, Word Tracks, Objections/Rebuttals
• Additional Hardware
– Computes, iPads, Laptops, etc.
– Video Production Equipment
– Video/Digital Cameras
P

5. People
• Current Staff Assessment
• Profiling, Recruiting, Screening, Interviewing,
& Hiring
• Job Descriptions
• Pay Plan Structure: Salary, Commissions, Bonuses,
Incentives, etc.
• Scheduling
• Goal Planning, Projecting, Forecasting
• Training, Training, Training!
• Personal Development
• Motivation, Inspiration, Leadership
• Tracking/Accountability
• Coaching, Mentoring, Support
P

6. Process
• Outbound/Inbound Phone Call Process
• Outbound/Inbound Email Process
• Follow Up Process
• Engagement Process
• How you qualify a prospect & identify their wants, wishes &
expectations
• Meet & exceed expectations with a unique Value Package
Proposition ***(Why Buy From Us)***
P
• Objections & Rebuttals
• How you handle all the “what ifs”; like
price, availability, credit issues, no phone
#, “email only”, difficult people, etc…
• Managing Reviews & Testimonials
• Tracking, Reporting

7. Promotions
• Optimizing your website for SEO
• Video Search Engine Optimization
• Video Pre-Roll to YouTube
• Social Media Strategy & Social SEO
• Reputation Management & Reputation Optimization
• Focus Sites/Micro Sites
• Pay Per Click (SEM)
• Retargeting
• Cross Promotional Marketing
• OEM Leads/3rd Party Leads
• Online Classifieds
• EZ Referrals
P

8. None of the quadrants will work effectively if
they are not created with “synergy” in mind.
They need to be developed congruently so
they can work together in a smooth and
cohesive way.

9. What kinds of improvements can
you think of today that will
impact all of these quadrants in
your dealership?

10. • ABC Motors
• Single-point store
• In business for 35 years
• Average units per month – 60
• Situation:
• They want to increase sales by incorporating an internet department.
Their goal is 100 units a month. To do this, they have promoted their top
salesman to Internet Director and hired 2 appointment setters.
• They have not yet seen an increase in sales.
• The appointment setters have been struggling and are confused as to
what is expected of them. They are getting conflicting information from
some 3rd party providers, and the Director, once selling 25 cars on
average, hasn’t been able to replicate his success.
• The GM feels as if this might not have been a great investment and they
are considering shutting down the department.
Example Case Study Exercise:

11. • What are 4 things they can begin to implement
today in order to turn things around?
• What services/tools/support can he give his
team in order for them to grow and
develop as a respectable profit center?
• Think of 1 change they can implement in
each of the 4 quadrants
• People
• Products
• Process
• Promotions
Your Assignment:
What can the GM do to help the Internet Department succeed?
Products People
PromotionsProcess