Don’t “ABANDON” Your Dealer “SHIP” When It Comes To Recruiting

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Calling all OEM Field factory Reps, 20 Group Leaders, Dealer Group Platform Executive Managers, Dealer Counsel Members, National Training Directors, Regional VPs, Distributorship District Managers, Fixed and Variable Ops Directors!
Don’t abandon your dealerships when it comes to recruiting. THEY need your help and YOU need their focus on selling and profitability.

There is a very simple solution which can eliminate your dealership(s) staffing challenges once and for all. Aside from developing a strong grass roots program (which I will be revealing to you in coming emails and blogs) you hold the key to your dealer’s recruiting solution and here it is.

By leveraging the total number of your dealerships and their estimated recruiting needs with a reputable automotive recruiting company, you will:

        1. Have an on demand supply of high quality applicants on an as needed basis delivered right to your front door.

 

        1. Remove all the guess work from how to effectively recruit top talent for your dealers.

 

        1. Substantially reduce the cost that each dealership pays for recruitment advertising.

 

        1. Not have any long term contracts with job board providers, or usage requirements. Some months you need to hire 50 and some months you need to hire only 5. You shouldn’t be penalized for your fluctuating needs.

 

        1. Avoid getting sucked into “use them or lose them” contracts with job board companies.

 

        1. Know to the penny what each dealership spends in recruitment advertising costs.

 

        1. Increase the quality of employees at each dealership, thereby increasing profitability.

 

        1. Eliminate costly errors that occur when mid level managers write advertising content.

 

        1. Protect your dealerships from litigation by having a 3rd party company be liable for all advertising content.

 

        1. Be able to cross over from one job board provider to the next based on which company is best each of your individual markets. (Ex. Monster works in Corpus Christi, TX, and Careerbuilder does NOT – Indeed works in Pasco, WA, and Careerbuilder…not so much).

 

        1. Shorten the time frame of your position vacancies.

 

        1. Be able to have hiring positions guaranteed, so your managers can focus on what they do best. They will simply pick up the phone, or send an email to place an order for the positions they need and the order will be filled by the recruiting company. Well, by ours at least. I can’t really speak of the others.

 

        1. Experience an influx of new talent infusion into your dealership. We call it “bottom up” recruiting.

 

        1. Help your dealership avoid the costly mistake of using companies, out of sheer desperation, who charge applicants a fee for a job. More dealers are being sued by applicants who were preyed upon by those types of recruiting companies. Don’t take my word for it, ask for “horror stories” while in your next 20 group meeting.

 

 

So, forward this to your company email list and let them know what you’ve been thinking but maybe not saying about your recruiting challenges. The simple fact is that recruiting has evolved far beyond what it was just a few years ago, just as technology has. It’s highly competitive and very advanced. Everyone can stop the finger pointing. Dealers think sales managers should be good at it, and sales managers think HR should handle it. When frustration kicks in the General Manager has to take action and he/she has to do the foot work to find companies like ours and start fact finding to develop a game plan.
Quite frankly, it’s not fair to expect your dealership managers to become experts in the recruiting field either. And for those of you who still think HR should handle all that, here’s a NEWS FLASH! HR is NOT recruiting and recruiting is NOT HR. Your HR department has many functions that serve a vital purpose for the dealerships, but recruiting is definitely not their strong suit. Sorry, but it’s just a fact. HR should be spending more time figuring out how to get your new hires on boarded and less time paying top dollar for recruiting tools they’re not properly trained to utilize efficiently and effectively.
There are many things you CAN do to create an influx of quality applicants and I will be discussing those techniques and providing you with all the insights I’ve gained over the past 15 years of my automotive recruiting career in coming emails and blog posts. In the meantime if you need top talent and you need it now, give us a call and we’ll get it handled for you. It’s what we do better than any other company in the nation.

For a FREE no cost/no obligation recruiting assessment for your dealership(s), or dealer group please send us an email, or call us. We will assess your entire recruiting and will provide you with an analysis of what you’ll need to properly and profitably staff your store(s) as well as what the cost would be. If you select us to provide you with any services we will back our services with appropriate replacement guarantees. Call us at 888-350-3310, or email us at KBradberry@tkworldwide.com

©TK Worldwide, Inc. All Rights Reserved Copyright © 2014 General inquiries should be directed to our offices located at 1482 Bloomingdale Ave. Valrico, FL 33596 P:813-571-2200 Email: kbradberry@tkworldwide.com Author and Owner of this content is Kevin Bradberry (President/CEO) TK Worldwide, Inc. Unless otherwise indicated, all materials on these pages are copyrighted by the TK Worldwide, Inc. All rights reserved. No part of these pages, either text or image may be used for any purpose. Therefore, reproduction, modification, storage in a retrieval system or re-transmission other than a full article share, in any form or by any means, electronic, mechanical or otherwise, for reasons other than personal use, is strictly prohibited without prior written permission by the author

How To Recruit Top Talent For Your Dealership From Craigslist

So, this is what I’m hearing from my dealer clients…”I have no desire to get buried in the CL abyss. In fact I’ve tried it already and was inundated with unqualified applicants! By the time I sorted them, the only ones worth pursuing were gone!” and to top it all off, 200 applicants later, I ended up hiring only one and he stayed for less than 30 days so NO THANKS!”

Well, if this happened to you HERE’S YOUR FIX!

These simple questions and answers will help you see the light!

Q: How much traffic does craigslist get?
A: More than 50 billion page views per month

Q: How many people use craigslist?
A: More than 60 million each month in the US alone

Q: What languages does craigslist support?
A: Catalan, Danish, Dutch, English, Filipino, French, German, Italian, Norwegian, Portugese, Spanish, Swedish, Turkish

Q: How many classified ads does craigslist receive?
A: craigslist users post well over 80 million classified ads each month (including re-posts and renewals)

Q: How many job listings does craigslist receive?
A: More than 1 million new job listings each month

Q: What about craigslist discussion forums?
A: More than 200 million user postings in 100 topical forums

It’s quite simple. You’ve already gotten it half right. The other half will weed out hundreds of unqualified applicants and provide you with a nice clean group of much better quality candidates for any position in your dealership.

Here are the steps you need to take to get the most out of CL:

Get your craig’s list posting up and running, but add a very simple step the application process.

Buy ONE job posting from a major job board like Monster, or some other job board company OR We will even sell you a high end job posting for under 400 bucks and write all your content and set everything up for you. This posting can now be used as a LANDING PAGE. Call me and I’ll explain it in more detail if you need more information.

Once you have a landing page, or a place for candidates to LAND you post your CL posting and place inside the posting a link that will drive them to the landing page with instructions if they want to officially apply for the job they MUST follow the link. IF THEY TRY TO APPLY THROUGH CRAIGSLIST AND ARE NOT FOLLOWING THE LINK TO THE POSTING, JUST HIT DELETE.

Once they get to the link , simply add some KNOCK OUT QUESTIONS (I’ll explain these in more detail if you like and even give you some sample KO questions we use) This will FORCE the lower quality applicants out of the system because they will either have to lie, or stop answering the questions. If they don’t complete the knock out questions you never have to look at their resume. This also eliminates those pesky blind applies!

We can create your landing pages for you free of charge and set everything up so you don’t have to. You can simply sit back and enjoy the high quality applicants flowing into your dealership.

If you have any questions about this article, please feel free to call my office at 888-350-3310, or email me at kbradberry@tkworldwide.com. You can also visit us at http://tkworldwide.com

Copyright 2014 All rights reserved. Authored by Kevin Bradberry (President/CEO) of TK Worldwide, Inc. any reproduction of this material must be requested in writing and approved in writing by an authorized representative of TK Worldwide, Inc.

How To Hire Auto Technicians In An Aggressive/Competitive Market

If I’ve heard this once I’ve heard it 1,000 times. “We’ve tried all the traditional means to find techs, from dangling ‘We’re hiring Techs’ banners out front, to newspaper ads, to radio spots, to online job postings, to auto specific job boards. We’ve even tried offering finder’s fees to our internal employees, but we JUST CAN’T FIND ANY TECHNICIANS AND NOW we just don’t know where to turn, so we heard about your company and figured we’ve tried everything else so what do we have to lose! Tell me about your Tech Finder Program.”
 
I must admit, it’s not the most warm and fuzzy way to start out a conversation, but I certainly do understand our dealers’ frustrations and can definitely hear it in their voices. Rest assured there is a way you can successfully recruit technicians WITH, or WITHOUT our company alongside to help you. There are a couple key things you must have in place in order do this with any level of success. In addition, you must also have a strategy and a process to follow.
 
Two things you must already have in place at your dealership:
 
A fast on boarding process. We recommend seven days from start to finish. From the time you first meet the applicants until the minute they punch their own time card should be less than seven days. Don’t be discouraged if you don’t have that in place yet. It’s easy and very important to implement which is why it’s the first thing I mentioned. We have some clients who have a three week on boarding process and they lose upwards of 50% of their total invites over that twenty-one day period. Why work so hard to have applicants apply only to give them 3 weeks to go back to their shops and start talking about their job opportunities to anyone who will listen? When the boss finds out, he’ll just offer him/her a raise and your back to square one. (Ask me about our contingency job offer agreement. I’ll provide it to you for free and it works to make sure you can offer a job, but contingent upon your background, drug test, DMV, and other pre-employment checks you must do in order to say someone actually works for your dealership) That way you can offer them a “job” on the spot and still be legal. Just make sure they sign the contingency agreement!
 
You must have someone like the General Manager, Service Director, or Service Manager agree to be available whenever a candidate has agreed to come in or to do a phone interview. Also, you must have that candidate begin the interview process within twenty-four hours of their initial application. Twenty-four SECONDS would be preferable for first contact and I will be discussing how you can get 24 second notice every time an A+ player applies to work for your dealership. But for now let’s tackle one major issue at time. Just know that after a full day has passed you begin losing candidates exponentially every twenty-four hour period. The key is to move quickly with those applicants and not wait around and let them get cold sitting in your HR rep’s in box. Sorry HR, but in most cases, it’s true. The fix to quick response time is much easier than you may think! One of my next articles on that will be titled, “The 24 second applicant response time: Why it’s important and how to make it a reality in your dealership.” I know it’s not a very creative title, but it is accurate, self descriptive and true, and when I post it I think you’re going to want to read it!
Now, let’s talk strategy and process.
 
High volume access to a large number of technician candidates: Access isn’t the most important thing in the world, but when it comes to tech finding it does rank right up there with oxygen! Why? quite simply because every technician worth his/her weight in tools already has a job and is not actively seeking employment. This means that they are NOT ACTIVE job seekers: They are PASSIVE job seekers and must be sought out and contacted by you in order to know you’re even offering a tech job. They’re not looking up, going to, or responding to any job postings, newspaper ads, career fairs, social sites, or stopping at your dealership because they saw a sign out front. So, whether that means you get access to them through resume campaigns, or harvesting them from the internet, or you acquire a robust and viable list somewhere and then reach out to them by phone or email you’ve got to gain access. OR, you can simply have us do it for you. (which of course is much faster and easier)
 
No matter how you get there, you MUST have access to passive candidates. Right now in these market conditions, passive applicants is just about all you’ve got to work with. There are very few if any UNEMPLOYED techs out there BUT, there ARE plenty of UNDER-EMPLOYED ONES! Get to them and your battle is half over. You might say, “wow, that was insightful, Kevin…Thanks for nothing. We already knew that, but no one knows where they are!” WRONG ANSWER! They’re out there and you CAN find them! Just not with big job board companies and their subpar source and screen services. If you haven’t figured it out yet, I’m not a fan of Careerbuilder at all! They’re trying to duplicate programs we create that should be run by recruiters. They’re getting it wrong, taking market share from those of us who do it right, and to top it all off they are under performing and lowering our dealer’s expectations. I wrote about that in an article called “In Their Own Words.” I also wrote one that certainly got Careerbuilder’s attention since practically the whole company at CB viewed my linkedIn profile the day the article came out. Feel free to take a look at that one too. It’s called “Why The Chrysler Hiring Program Doesn’t Work”. I imagine I will have to expound on this in coming articles. Sourcing applicants is a combination of art and science and candidate access is king! Let me know if you would like more info on that and I’ll tilt my hand a bit more in coming articles. At some point if you’re going to try this on your own you need to get your hands dirty in the candidate access mine field. For a quick fix and access to 60 million applicants a month, you can also read my article on LinkedIn at “How To Recruit Top Talent For Your Dealership From Craigslist” or you can find it right here by scrolling down.
 
Once you access to the applicants you must have a CALL TO ACTION to get their attention. This is the other half of that battle I was writing about earlier. Here’s one of the ones that we use and it works pretty well at getting the candidate’s attention. “Guaranteed pay raise with job offer!” You have to give them a reason to be interested in looking further into this opportunity. Just getting an email, or phone call to them is not enough. The call to action must motivate them to WANT to know more and start to follow the information trail you’re creating for them. An added advantage to the dealership offering a guaranteed pay raise with a job offer is that the applicant must disclose to the interviewing manager what they are making (NOT ILLEGAL) if they want a the raise, and that means no guessing games for you! If they prove their income and it’s too high for your dealership’s pay plan then you simply don’t make the job offer! Keep the relationship and when the time is right they may be back around. Once you have all this in place you simply keep it going. Keep sourcing for candidates on a daily basis to keep your pipeline full, and yes, even though I know you know it’s coming… We can do that for you for a very low monthly fee. Much less cost with much greater success than you can do it on your own. If that were not the case I assure you I would not be writing this piece.
 
In summary, attracting and recruiting technicians to work for your dealership is possible. You just need to make sure you have the right tools. You need a rapid on boarding system at the dealership already in place. Feel free to reach out to me if you want our assistance with that part as well. We can help you in more ways than you can possibly imagine and yes I already know how dealing with HR can be like swatting a hornet’s nest. We can empower you with tools so you can navigate even the toughest HR director. You also need to deploy a good strategy and process that includes a call to action, and a quick intro to your hiring manager. Once your applicant flow starts coming in you’ll begin to make smarter LESS DESPERATE choices about who you hire. The good techs ARE out there people. You just have to know how to get them to your door. This should help!

 

©TK Worldwide, Inc. All Rights Reserved Copyright © 2014 General inquiries should be directed to our offices located at 1482 Bloomingdale Ave. Valrico, FL 33596 P:813-571-2200 Email: kbradberry@tkworldwide.com Author and Owner of this content is Kevin Bradberry (President/CEO) TK Worldwide, Inc. Unless otherwise indicated, all materials on these pages are copyrighted by the TK Worldwide, Inc. All rights reserved. No part of these pages, either text or image may be used for any purpose. Therefore, reproduction, modification, storage in a retrieval system or re-transmission other than a full article share, in any form or by any means, electronic, mechanical or otherwise, for reasons other than personal use, is strictly prohibited without prior written permission by the author. Any violation of copyrights will be prosecuted to the fullest extent of the law.

Recruiting Talent The RIGHT Way For Your Dealership

Two of the hottest topics in the auto industry this year are online reputation and recruiting. Hiring the wrong recruiting company can ruin your dealership’s reputation and cost you BIG!

There are several different ways to go about recruiting talent for your dealership, but the most effective way, aside from strong grass- roots efforts, is to outsource it to an expert recruiting company. That being said — buyer beware. Here is a video showing the local news team exposing a dealership and the recruiting company they hired who charges applicants.

When dealers start shopping around, they quickly learn they have options, but just like a customer looking to buy a car but unfamiliar with the ways of or industry, if you don’t do your research you could end up in a bad situation. Just as there are good dealers and bad dealers, there are good recruiting companies and bad recruiting companies. Most play by the rules, but others play Russian Roulette with your dealership’s dollars and reputation.

THE FACTS

Let’s start with companies who charge applicants. If you tell applicants in the advertisement that you are going to charge them an exorbitant fee that has no guarantee of a refund, or even a job for that matter, the applicants won’t show up for the interview. If you DON’T disclose the fee in the ad, you’re committing deceptive advertising practices which may ultimately be proven fraudulent with punitive repercussions aimed directly at the dealership.

Because most recruiting companies who charge applicants use the dealer’s logo, this gives them freedom to make mistakes on your dime. Ask any sales manager who has used this type of company and they’ll have a horror story or two.

Also, the recruiter only gets paid if applicants attend the training, so they will put anyone in the class who shows up for an interview if they have the money. The trainer discourages high- quality applicants, just in case the applicant interferes with the class on the third day when the fee is brought up again; It’s possible they could create a “walk out” by exposing the lack of guarantees and orchestrated trickery.

Here is a recent undercover investigation by ABC News showing exactly how scams like this work.

http://abcnews.go.com/US/allegations-pay-work-schemes-rise/story?id=24485768

The dealer’s real troubles, however, begin after they make their hiring decision. The dealer may let the recruiting company know that they only want to hire four, but the trainer/recruiter may have 15 or 20 in the class all week long right through until Friday. After the dealership hires the applicants they want, the others are left with a sense of rejection and told they won’t get their money back, but can call an 800 number for “job placement.” Most of the “job placement” people are simply minimum-wage workers who have no job placement experience. They are simply told to call the dealerships in the area and see if they can get the applicants some interviews.

In many cases, the trainer/recruiters are not properly trained themselves and don’t understand legal interview questions. There are many new interview do’s and don’ts. Improperly trained recruiters can create additional risks for you because, in this day and age, the applicants know more about what someone can and cannot ask you than they ever have before. Rejected applicants will often point their wrath directly at the dealership in the form of BBB complaints, “Rip Off ” reports, attorney general investigations, EEOC complaints and any other form of reputation bashing the justifiably angry job seeker can get their hands on.

There is a better way to recruit the best talent in the industry: through companies who don’t hide in the shadows looking to make a quick buck off a desperate job seeker. Before you hire a recruiting company, there are 13 things you should know. Answers to these simple questions should protect your dealership from harm.

1. Is the recruiting company willing to sign a supplemental agreement releasing the dealership from all potential liabilities in the event of an unforeseen issue?

2. Does the company have any programs where they charge applicants? If so, walk away

3. When they advertise, are they telling the applicants there are no hiring or training fees?

4. Are they properly licensed and insured? If not, walk away.

5. Do they have a state and or national reference list?

6. Do they offer any replacement guarantees on the candidates you hire from them?

7. Do they offer objective guarantees that the service you pay for will be delivered fully?

8. In their ads, do they mention they are a third-party company retained by the dealership, with proper links to their Website and a phone number to their office?

9. Do they allow the dealership management to interview the candidates before the candidates are trained by the recruiter? If no, walk away.

10. Do they staff for all positions in your dealership?

11. Are there any factory programs available, or are they highlighted by any OEM which may include special pricing for your dealership franchise?

12. Have they ever gotten a dealership sued, or been sued themselves for advertising practices, or preying on jobless candidates?

13. Is there any bad press on the company online that has not been properly addressed by the recruiting company’s executive management?

For a free supplemental agreement releasing the dealership from any and all liability issues when using a recruiting company, which you can use with any recruiting company you choose to use, you can e-mail me at the address below with “Free Supplemental Agreement Request” in the subject line. In addition, you will be provided with a list of free “Interview Do’s and Don’ts” to keep your managers from getting you sued. Good selling!

Copyright 2014 All Right Reserved Authored by Kevin Bradberry

 

CRM (Customer Relationship Management Software) doesn’t work, UNLESS…

CRM Companies are engaged in an immense battle over market share, but then aren’t we all in one form or another? He who has the most customers wins! Or so that’s how it would be if simply HAVING them was enough. As each CRM company dives deeply into the data, hoping to extract their next golden goose, the blogs, articles, and paid press releases fly around the nation. They started out by talking about “capturing the data” moved on to “garbage in garbage out” then “big data” and are now focused on “big data vs. better data.” What’s next? I guess the next wave will be called “smart data, or ‘i’data.” Someone had better trade mark that one quickly!

Either way this sort of thing has a tendency to overwhelm the dealersand all those involved in trying to get control of their customers, lead generation, conversion ratios, sold and unsold follow up, prospecting, proactive and reactive sales opportunities, and the list goes on and on.

In the rat race for sign ups they’ve left off a couple key components. I’m not sure why there is this huge blind spot for CRM companies, but for some reason there seems to be and it’s costing our dealers big time!

The major problem with data is that it doesn’t DO anything: Without being followed by proper execution that is, and the execution training seems to be stopping right after the install of the CRM. Basic use of the CRM and ensuring proper DMS/CRM integration is what seems to be on the minds of all the CRM companies in my opinion and unfortunately the dealer is left with only part of a solution. That’s not good!

So what then is lacking? A dealer buys a CRM and gets it installed researches all the lead generation sources and listens to their pitch, telling them they’re the next best thing and that they should buy THEIR products because their leads are the BEST! The dealer researches, AND researches, AND researches trying to plan the best strategy, buy the best products, and prepare for the most success….

2 years later, they still have not pulled the trigger! or worse yet, they have pulled the trigger and are spending all their extra money trying to turn those leads they’re buying into profits. To top it off the factory is calling to tell them they are going to give their OEM leads to the dealer in the other PMA because his/her lead conversion rates much higher! AAARRGG!

To make matters worse more lead providers are popping up every day and offering to sell you more leads. Some like Truecar have even convinced you that you can’t live without them. You feel you have no choice! You yell at the solicitor trying to sell you more leads, and say, “BUY MORE LEADS? I can’t even handle the ones I’ve got, why should I buy more” as you slam the phone down. Have you been there? You told me you have…

Three little letters will make all your problems go away and could very easily double, or even triple your monthly sales volume in less than 30 days.

You need a BDC (Business Development Center) BDCs come in all shapes and sizes, if you haven’t seen the video testimonials from the dealers around the country for whom we’ve installed them, see attachments below.

TK Worldwide started building BDCs because there aren’t enough good companies out there that know how to do it right. Also, because we’re in hundreds of dealerships around the country each year, our “best practices” come from personal experience and not from a book.

The best thing I can do for my dealer clients is help them relax about the hard part because BDCs are not that complicated. Understanding how they work once their up and running is a piece of cake. Getting them up and running is whole other ball game.

There are two major categories you need to understand about BDCs. There is SEO/SEM, lead generation, electronic footprint, web site, tracking software, call recording, and ALL that JAZZ! That’s a very important part and without that you’re not operating your BDC effectively.

BUT all that stuff comes second AFTER, you’ve actually built the BDC. You know, the moving parts. The part that no one else seems to be able to do effectively. Why do you think that is? Because before you have Perfect Productivity, you must have a Perfect Process, and PERFECT PEOPLE who can execute that process.

You don’t have to keep throwing your money away playing the guessing game on ROI with your ad budget, or paying HUGE money for mailer events with nominal returns and maximum PMA and reputation destruction.

Before you do ANYTHING else you should increase the efficiency and effectiveness with which you process the CURRENT leads you have coming in. Then and only then should you look outside your dealership and consider spending money to move more units. As recruiters first that’s they easy part for us.

As the nation’s most effective automotive recruiter finding perfect people is what we do on a daily basis. It is essential if you’re going to have the machine to handle all the leads you have coming in. You can’t have one without the other two. Perfect People trained on Perfect Process, Produces Perfect Productivity. AND, there’s the title of my next article! If you’re BDC installer doesn’t FIND, TRAIN, and INSTALL the perfect people, it’s not because they don’t want to. It’s because they can’t recruit. If you’re not hooked up with an industry expert automotive specific recruiter, your BDC will not operate as efficiencley as it could or should. Without a strong foundation of the perfect people, a BDC will not stand for long. You can’t make lot porters into BDC reps, and you can’t take a duck to eagle school.

Simply put we started building BDCs because it was clearly an IN OUR FACE solution to assist our dealers in the fastest, easiest, and most obvious way. Our dealers were throwing good money after bad in their ad budgets and just hoping for a strong ROI. And sadly, the measurement of their ROI didn’t even come until the end of the month. So, they had no ability to track instant ROI, or control their sales volume with pin point accuracy as they do now: At least for the dealers we’ve installed.

Once a BDC is built or rebuilt properly (some from the ground up and some already in various growth stages) our BDCs produce conversion rates of between 12.5% and 28.5%. Most dealers, I’ve found are just fighting to stay over the national OEM e-performance average so they don’t see their leads getting handed to their friendly rival in the next PMA. This creates a false goal for the dealer where they’re just happy to stay over 7 or 8%. Their benchmark should 12.5% and anything below that is less than acceptable.

So, I’m sure some of you may say, that number is too high and that’s not possible. Just make sure your owner isn’t near you when you say that. I do have some e-performance reports to back it up, but more importantly, here is a video testimonial from one of our stores. We built their BDC in 15 days from the ground up and it’s been running out of a trailer in their parking lot for 12 months and has amassed approximately BDC 5,000 units in its’ first year in sales. https://www.youtube.com/watch?v=QhpBd82MwE4

Also, here is a dealer who used us in a new Nissan point in upstate New York who has hit number two in national sales volume 4 of the past 12 months and he tells you that 50% of sales are from his new BDC. In addition, he bought a VW store and we put a BDC in during his first month in operation and by the the second month his VW store was number two in the nation in sales. Here’s that video: https://www.youtube.com/watch?v=JpKeh7oQY14

If you want to see more, just google “TK Worldwide BDC” and there’s PLENTY.

To stay on point, once the dealer has his or her BDC in place they realize something very profound. In fact we are working right now with a 17 franchise group, are on our fifth install for them, and if you contact me I’ll provide you with their contact information. So, they realize that now that they have an effective BDC installed if they want to sell more cars they simply have to buy more leads. BUT don’t buy more leads if your conversion rate is below 12.5% PLEASE! Fix your BDC first.

Once your conversion rates are around 22% on average, then you can look at buying more leads. Because you KNOW for CERTAIN that you will be able to sell 22 more cars per month by buying 100 more leads and hiring only one more PERFECT BDC rep.

Finding the PERFECT REPS, training them on the PERFECT PROCESS, so they create PERFECT PRODUCTIVITY….It’s what we do. And that’s how you make a CRM actually WORK!

Here’s a thought, maybe all the CRM and DMS big data companies should partner with TK Worldwide so we can build the BDC FIRST and THEN they could install the CRM… hmmmmm just a thought. I’m always open to new and mutually beneficial alliances provided our customers come first!

Call me for a quote.

If you have any questions, please feel free to call me at 888-350-3310 or you can email me at kbradberry@tkworldwide.com

Here is a list of some of the more popular and widely used CRM Companies out there today: DealerSocket Dominion CRM ELead CRM Car-Research XRM VinSolutions Moto Snap CRM Dealer.com Higher Gear Dealerpeak CRM Center CRM by ADP ProMax Unlimited Momentum Gratis CRM Drive 360 CRM just to name a few.

©TK Worldwide, Inc. All Rights Reserved Copyright © 2014 General inquiries should be directed to our offices located at 1482 Bloomingdale Ave. Valrico, FL 33596 P:813-571-2200 Email: kbradberry@tkworldwide.com

Now Hiring Signs = No One Wants To Work Here = Why Should I Buy Here?

What do you think about a business when you see “Now Hiring” signs out front? Ironically, most people don’t think, “Hey look, they’re hiring! I think I’ll rush right in and fill out an application!” It’s true that some may, but between the distractions of walk-in, desperate job seekers and the message you’re sending your drive by traffic, you’re doing WAY MORE HARM THAN GOOD!
When you’re in your think-tank meeting and the idea hits you that you can capitalize on the drive-by traffic by posting “now hiring” signs, STOP! Don’t do it. This actually translates to a cry for help. It is a sign of desperation and comes across to the talent you REALLY want to attract that your place of business is not a place that they want to work. Many times we see these signs when HR has been tasked with the added responsibility of doing the recruiting for the business. Years ago “help wanted” signs meant something different, but now they send a multi-message signal to your passersby that you can’t keep good people. If you can’t keep or find good people, you probably don’t have good people working there. This means the customer service must be poor. So why then would a person want to work or buy from a place like this? You might as well hang a sign outside the door that looks more like this.

keep out
What are you supposed to do then to attract good talent?

Hint #1: Fly under the radar.

Believe it or not even newspaper ads, TV spots, and radio commercials can send a negative signal. If you’re shouting “help wanted” from the mountain tops in hopes to reach the masses, you risk that the message will be interpreted negatively. This WILL COST YOU business.

To find great people to work for your organization, you need to source for applicants or use a company who knows how to do it for you. You can fly under the radar by sending individual emails to those who’s credentials are more closely related to the position you have open.

Targeted access to potential candidates is the key to successful recruiting. The passive job seekers must be sought out and contacted by you. These passive job seekers are the people that are not responding to any job postings, newspaper ads, career fairs, social site job alerts and they are not stopping at your dealership because they saw a “NOW HIRING” sign out front. You have to gain access to THESE people. Whether through resume campaigns, harvesting from the internet, acquiring a robust, viable list (the list thing is a really bad idea) and then reaching out to them by phone or email, you have to gain access to passive candidates. OR, you can simply have us do it for you (which of course is much faster and easier).

Excellent employees with excellent work ethic are out there and you CAN find them! Big job board companies and their sub-par source and screen services will not help you accomplish this task. If you haven’t figured it out yet, I’m not a fan of Careerbuilder.com at all. Monster.com is missing many important elements too in accomplishing the task solo. They’re trying to duplicate programs we create that should be run by recruiters and getting it wrong, while taking market share from those of us who do it right. To top it all off they are under performing and lowering our dealer’s expectations. I wrote about that in an article called “In Their Own Words.” Sourcing applicants is a combination of art and science and candidate access is king! Let me know if you would like more info on that and I’ll send it your way. At some point if you’re going to try this on your own, you need to get your hands dirty in the candidate access mine field. For a quick fix and access to 200 million applicants a month, you can also read my article on LinkedIn at “How To Recruit Top Talent For Your Dealership From Craigslist” or you can find it on our web site at: http://tkworldwide.com/who-we-are/relevant-articles-blogs

In addition to scaring off good help your signs are also scaring off good customers. Your good salespeople will build great relationships with their customers and TAKE THEM WITH THEM WHERE EVER THEY GO! Even if that place is across the street to work for your competition!

trust loyalty growth

In summary, attracting and recruiting talent to work for your dealership IS possible. You just need to make sure you have the right tools and that you’re not sending the wrong messages.

Feel free to reach out to me if you want our assistance with that part as well. We can help you in more ways than you can possibly imagine, and yes I already know how dealing with HR can be like swatting a hornet’s nest.

We can empower you with tools so you can navigate even the toughest HR director. You also need to deploy a good strategy and process that includes a call to action, and a quick intro to your hiring manager. Once your applicant flow starts coming in you’ll begin to make smarter LESS DESPERATE choices about who you hire. The good employees are STILL out there people. You just have to know where to find them.

©TK Worldwide, Inc. All Rights Reserved Copyright © 2014 General inquiries should be directed to our offices located at 1482 Bloomingdale Ave. Valrico, FL 33596 P:813-571-2200 Email: kbradberry@tkworldwide.com

 

Recruiting Top Talent For Your Dealership Without Getting Sued!

Recruiting Talent The RIGHT Way For Your Dealership

Two of the hottest topics in the auto industry this year are online reputation and recruiting. Hiring the wrong recruiting company can ruin your dealership’s reputation and cost you BIG!

There are several different ways to go about recruiting talent for your dealership, but the most effective way, aside from strong grass- roots efforts, is to outsource it to an expert recruiting company. That being said — buyer beware. Here is a video showing the local news team exposing a dealership and the recruiting company they hired who charges applicants.

When dealers start shopping around, they quickly learn they have options, but just like a customer looking to buy a car but unfamiliar with the ways of or industry, if you don’t do your research you could end up in a bad situation. Just as there are good dealers and bad dealers, there are good recruiting companies and bad recruiting companies. Most play by the rules, but others play Russian Roulette with your dealership’s dollars and reputation.

THE FACTS
Let’s start with companies who charge applicants.
If you tell applicants in the advertisement that you are going to charge them an exorbitant fee that has no guarantee of a refund, or even a job for that matter, the applicants won’t show up for the interview. If you DON’T disclose the fee in the ad, you’re committing deceptive advertising practices which may ultimately be proven fraudulent with punitive repercussions aimed directly at the dealership. Here is a good explanation of the process used to charge applicants as explained by a candidate who went through the process.

Because most recruiting companies who charge applicants use the dealer’s logo, this gives them freedom to make mistakes on your dime. Ask any sales manager who has used this type of company and they’ll have a horror story or two.

Also, the recruiter only gets paid if applicants attend the training, so they will put anyone in the class who shows up for an interview if they have the money. The trainer discourages high- quality applicants, just in case the applicant interferes with the class on the third day when the fee is brought up again; It’s possible they could create a “walk out” by exposing the lack of guarantees and orchestrated trickery.

Here is a recent undercover investigation by ABC News showing exactly how scams like this work.

http://abcnews.go.com/US/allegations-pay-work-schemes-rise/story?id=24485768

The dealer’s real troubles, however, begin after they make their hiring decision. The dealer may let the recruiting company know that they only want to hire four, but the trainer/recruiter may have 15 or 20 in the class all week long right through until Friday. After the dealership hires the applicants they want, the others are left with a sense of rejection and told they won’t get their money back, but can call an 800 number for “job placement.” Most of the “job placement” people are simply minimum-wage workers who have no job placement experience. They are simply told to call the dealerships in the area and see if they can get the applicants some interviews.

In many cases, the trainer/recruiters are not properly trained themselves and don’t understand legal interview questions. There are many new interview do’s and don’ts. Improperly trained recruiters can create additional risks for you because, in this day and age, the applicants know more about what someone can and cannot ask you than they ever have before. Rejected applicants will often point their wrath directly at the dealership in the form of BBB complaints, “Rip Off ” reports, attorney general investigations, EEOC complaints and any other form of reputation bashing the justifiably angry job seeker can get their hands on.

There is a better way to recruit the best talent in the industry: through companies who don’t hide in the shadows looking to make a quick buck off a desperate job seeker. Before you hire a recruiting company, there are 13 things you should know. Answers to these simple questions should protect your dealership from harm.

1. Is the recruiting company willing to sign a supplemental agreement releasing the dealership from all potential liabilities in the event of an unforeseen issue?
2. Does the company have any programs where they charge applicants? If so, walk away
3. When they advertise, are they telling the applicants there are no hiring or training fees?
4. Are they properly licensed and insured? If not, walk away.
5. Do they have a state and or national reference list?
6. Do they offer any replacement guarantees on the candidates you hire from them?
7. Do they offer objective guarantees that the service you pay for will be delivered fully?
8. In their ads, do they mention they are a third-party company retained by the dealership, with proper links to their Website and a phone number to their office?
9. Do they allow the dealership management to interview the candidates before the candidates are trained by the recruiter? If no, walk away.
10. Do they staff for all positions in your dealership?
11. Are there any factory programs available, or are they highlighted by any OEM which may include special pricing for your dealership franchise?
12. Have they ever gotten a dealership sued, or been sued themselves for advertising practices, or preying on jobless candidates?
13. Is there any bad press on the company online that has not been properly addressed by the recruiting company’s executive management?

For a free supplemental agreement releasing the dealership from any and all liability issues when using a recruiting company, which you can use with any recruiting company you choose to use, you can e-mail me at the address below with “Free Supplemental Agreement Request” in the subject line. In addition, you will be provided with a list of free “Interview Do’s and Don’ts” to keep your managers from getting you sued. Good selling!

Copyright 2014 All Right Reserved Authored by Kevin Bradberry

Kevin Bradberry is president and CEO of TK Worldwide, Inc. He can be contacted at 888-350-3310 or emailed at kbradberry@tkworldwide.com

Service Sales vs. Product Sales: What happens when they collide!

Insurance Sales vs. Auto Sales:

fire-and-water-collide-e1424710646932[1]
 
In case you haven’t heard, insurance companies are placing their agencies inside dealerships across the country and within the nucleus of those dealerships an awesome collision of industries is occurring! This incredible idea, having been pioneered by Allstate, one of the insurance industry’s largest and most respected companies is loaded with a ton of quick wins for both the dealership and the agency. BUT, as with any explosively popular and synergistic idea it also comes with some challenges. The conundrum for the dealer and agency managers lies in bringing those two industries together while simultaneously orchestrating a seamless recruiting integration of people from contrasting universes; Product sales vs. Service sales.

 

As recruiting companies staffs these dealership agencies with insurance agents, the new hire’s success will depend mainly on two things: One, whether or not they possess or are capable of acquiring the necessary licensing, and two, are they capable of functioning in a “dealership environment.” There is a very clear delineation between working in an insurance agency selling intangibles, or working at a dealership selling see-able, touchable, drive-able, fall-in-love-with-able automobiles! Most everybody WANTS a new car, and contrastly most everybody NEEDS insurance. We all hate to have to pay for something we either want or need, but a nice ride can sure help to take the sting out of that check you have to write each month and it certainly makes the customer’s motivation to buy that much stronger. On the other hand paying for something you NEED but can’t see, simply put it’s a tougher sell. I could easily replace the word “tougher” with the word “different.” Because they both require a certain and specific skill set.

 

So the bottom line here is that the two sales industries are markedly different. In the marriage between the dealership and the insurance agency, the dealership (locally) is the top dog, already established in both culture and paradigm. Product sales are already established on the sales rep’s level and the sale of any intangibles is hoisted up to the F&I Manager. OK, so some stores will pay the salespeople for some back end sales of intangibles for stuff like roadside assistance, or extended warrantee. But, for the most part the coveted F&I Manager who has been gifted and trained with the skills necessary to deliver the value proposition and close the customers on the purchase of the company’s intangibles is held in the highest regard. You can see a clear separation between those who sell tangibles, and those who sell intangibles.

 

So why then would a hiring manager logically conclude that he or she could take a PRODUCT salesperson who sells tangibles and hire them for the position of a SERVICE salesperson who sells intangibles, AKA, the insurance? That’s not to say that there aren’t people out there who can successfully do both, and we’ve certainly come across our fair share. But it’s important to recognize that there is a difference between the two. Not knowing this can cause the hiring managers to make some costly errors. Undervaluing the service (intangible) salesperson’s position by clumping them together in the same category with a product (automotive) salesperson can prevent a hiring manager from availing the dealership of an opportunity to acquire the right talent. Hiring decisions directly affect profitability.

 

The good news is that the best person for the job of agency manager or LSP (Licensed Sales Professional) might be right under your nose at your dealership already. It’s quite possible that the dealership managers may not have to spend one penny on recruitment advertising if they can find the perfect person who already works at the dealership. That being said, if they don’t already have that perfect candidate it’s important that they understand the difference between product sales and service sales and what they need to know to make the best hire possible for these positions.

 

As with any business there are varying opinions about how the value of sales staff is viewed. Some business owners feel that salespeople are their greatest liability, while others feel that salespeople are their greatest asset. Within those two schools of thought comes varying opinions about what tactics, processes, revenues, and priorities this business will place regarding their recruiting efforts for these positions. Ultimately, it comes down to this. If profitability and sales success comes down to the abilities of the person you hire for the position, keep in mind that the pendulum swings wide both ways. That is to say that hiring the wrong person for the job can COST your business an unthinkable amount of revenue, while hiring the right person can MAKE you an extraordinary amount of profit.

 

So, it comes down to PRICE versus COST of ownership. When it comes to hiring the right people to work for your organization and the RIGHT people are the key to any company’s success, it’s always better to pay a little bit more than you planned, than less than you should. Don’t try to take shortcuts. Don’t undervalue the position, and by all means, don’t try to hire a product salesperson to do the job of a service salesperson. That’s like me calling a carpet repairman to fix my plumbing! It just doesn’t flush!

 

For recruiting services of the highest magnitude, feel free to reach out to me personally. Our programs are all performance based and your satisfaction is guaranteed.

©TK Worldwide, Inc. All Rights Reserved Copyright © 2014 General inquiries should be directed to our offices located at 1482 Bloomingdale Ave. Valrico, FL 33596 P:813-571-2200 Email: kbradberry@tkworldwide.com