SYSTEM DELIVERS!

Business means PROFIT!!

Brand, Infrastructure, People and Planning are the key elements in ensuring the profit.

Once we establish the brand with infrastructure, planning will ensure the best manpower and
other parameters.
For any organization particularly related to sales industry, if you design proper & suitable
system and ensure the process, it will deliver uninterruptedly. In view of current market
dynamics, increasing competition and high attrition levels, the system will strengthen the
organization to face periodical challenges. The projected growth will be stable in any market
conditions and address the profitability.

The proper allocation of job assignment and accountability on every level and individual will
ensure the effective execution of the designed process. The systems planning should be
reviewed periodically as per the market conditions and address the gaps. So that the designed
firewalls will arrest even unseen and unpredictable challenges.

For effective planning and execution, strong leadership with vision is the foundation.
Manpower plays key role and effective team work will always delivers the set goals.

We need to have clarity and confidence on above aspects and then look in to the planning.

There is no short cut or single formula to see immediate improvement of business volumes or
increasing the profit levels. The real enterpriser who would like to grow steadily should start
addressing in micro and macro levels.
The below points to be addressed in phase wise manner and process of improvement should
go-on towards perfection.

Enquiry Generation.

Strengthening Existing Channels.

Identifying New Enquiry Generation channels.

Existing Channels.

Walk-ins:
1. Most quality enquiries among.
2. Target conversion should be 30%.
3. Best performers only to be attendedwalk-ins to improve the conversion ratio. The
concerned consultant should be the best in Demo, Test Drive, Product knowledge,
comparison skills and best-selling points of each model & variant.
4. Every customer need analysis should be done. Format to be given
5. Best Demo with 100% test drive target. Need to be convinced every customer for
Test Drive.( Best Test Drive training material )
6. Within two days every walk-in customers residence / office to be visited
personally without fail.
7. Immediate manager should call all walk-in customers and follow-up (as a service
call). Next day itself.
8. Follow-up status by managers tracking. Sales Head should monitor managers
tracking.

Events
1. Break. Except very few, all events should be as break events only. Peak hours of
the location need to be organized, so that number of events will be more and hit
ratio will be high.
2. Sunday. Apartment / Potential colonies, Churches to be addressed. Proper homework(groundwork)should be done before one day to canvass for better footfall.
Activates to be organized with limited budget.
3. Along with Channel Partners: Monthly twice or thrice joint events to be planned
along with Bankers with cost sharing. Should involve service team and used car
team without fail.
4. Seasonal &Customized. Exchange Mela, Midnight Mela, Krishnashtamidandiya,
Churches in X-mas, New Year clubs etc..
5. Enquiry Target. Every event should carry enquiry generation targets and working to
get those. Month end all events should be reviewed to understand the location
potentiality and fine tune. To be designed in Small, Medium and Major.

6. Event Calendar. Every team manager should prepare their month event calendar
and should discuss with sales head in month beginning only. Backup plan also to be
maintained.
7. Claims. Before event, manager should submit the expected cost and take approval.
After event he has to submit the photographs along with all bills. He has to submit
his report on target Vs. achievement of enquiries ( cold, warm & hot )with his
remarks and recommendations to improve in future on that event.
8. Sales Head Surprise Visit. Manager should visit all events to inspect and fine tune.
Sales head has to visit randomly as surprise visit to alarm.

Referrals ( Referral Scheme )

1.

20% of our volumes should come from referrals through existing and repeated
customer. As per the recent survey by the automobile industry, 60% of the

2.

customers are buying through reference only.

Every consultant should maintain their customers details and should be in touch
with them by forwarding greeting for their Birthdays and wedding anniversaries.
Particularly post sales service will impact a lot and we can delight the customer.

3.

By offering referral incentive we can generate hot enquiries.

Referral incentive coupon should be redeemed by way of accessories, workshop
bills and in insurance renewal premium. So that we can control the cost of the
offered incentive.

Advertisements In current scenario, for new car sales all media advertisements can be
ignored. Sharing the costing with the Principle towards media advertisement costing
non-avoidable.

DSAs & Leasing Companies

1.
2.
3.
4.

Identifyingand mapping all existing DSAs & Free lancers of concerned location.
DSA payouts to be given ASAP.
In-house insurance can be addressed from our end by negotiating with the DSAs.
HBL team.

Leaflet distribution
1. Effective and seasonal script to be printed.
2. Leaflets should be stapled but not insert.
3. I am your Neighbor

4. Early mornings consultant should be monitored the circulation of leaflets

New Channels.

Web portals.
1. In current scenario web portals are most effective channels and generates quality
and hot enquiries. Hence, should subscribe all available web portals.
2. Exclusive team / consultant should be attended with the targets of these
enquiries. Will give better focus and accountability.
3. Weekly review with Web portal managers on conversion status and improvement
action plan
JDS or Similar Channel as per the location. ( Gold & Platinum )
1. Need not invest on high slab contracts.
2. Exclusive team / consultant should be attended with the targets of these
enquiries. Will give better focus and accountability.

Tele-calling
1.
2.
3.
4.
5.
6.

Need to be considered as sales team only. To be involved in all sales meetings.

Proper training should be given in regular intervals on product knowledge, new
products, comparison skills,schemes promotion, soft skills and cross sales.
Recording of tele-calling to understand their skills and improve. By this exercise
we can also control private & personal calls.
Quality data ( car profile customers only) to be collected and maintained.
Should call all existing customers, lost cases, pending enquiries and highlight
about the current scheme with referral schemes.
SMS and E-flyer to be forwarded by them to generate quality enquiries for calling.

SMS Campaign
1. Through Consultants and Tele-callers by doing top-up to their connections.
2.Effective Text
3. Monthly twice to different segment and profile customers
4. Immediate follow-up and visit to the customers place after enquiry
5. Reviewing the progress by taking feedback

E-flyers
1. Email Data of State, Central and PUC banks. Private and Public sector companies of
concerned location. Data vendors.

2. Should be effective and customized.

3. Daily 100 by all tele-callers and consultants at their leisure.
4. Periodically with month schemes.

Used Car Dealers&Driving License Schools.

1. Should map every UCD & DLS in your location.
2. Regular visits to them by managers to improve relationship.
3. Offering attractive incentive schemes and monthly once get-together.
4. Collect their customers data and follow-up for new car sale

Classifieds
1. Newspaper classified data is perfect target segment customers.
2. Distributing newspapers to exclusive consultants and monitor
3. Training them the

Banks & Finance Companies:

1. Need to be maintained excellent relationship by the seniors as well as juniors.
2. Negotiating with them for enquiry sourcing. Getting business visa-versa
3. Collect their data and forwarding E-flyers / SMS / Mailing ( Joint Promotion
activities.)

Lost cases
1. Monthly twice lost cases data should be followed by tele-callers and submit the
feedback to the manager for his analysis.
2. Manager should talk to all lost cases gone to the competitors
3. Lost enquiries to be transferred to other team
4. Lost cases data to be maintained for future sales promotion

Govt&Corporate

1. Govt. Employees / Public Sector banks. Special focus with exclusive team and targets
2. Posters, Banners & Leaflets highlighting special schemes to them in their premises /
canteens
3. Attending and organizing events on their association meetings ( NGOs, Teachers and
all depts.)

Manpower:

It is always better to train non-performers of existing manpower than recruiting new.

Existing manpower review of all depts. Multiple JD possibilities.

Market Size and potentiality to recruit additional manpower and allocate the
locations.
Reach Mapping entire location and targeting competitors area. Upcountry Market
Hubs need to be identified with event calendar regularly and repeatedly.
Cost to the consultant. To assess the productivity and take necessary steps
periodically.
Per Car Profitability including Supporting Sales. To increase manpower accordingly
Recruiting Manpower. Campus interviews, referral schemes to existing employees,
paper advertisements, web portals.
Induction with training Modules for freshers
Focus on newly recruited manpower by giving on job training and retain them

Influential Factors in Profitability:

Volumes: Irrespective of targets we should have very ambitious volume targets. More
focus from all angles and areas on profitable variants and models. Peak seasons should
be the highest than the market growth and lean period should retain average volumes.
Bigger trained team size, spread and reach in the market and exploring all sales
channels effectively will give very good results in terms of volumes and revenue.

Discount control: Understanding with co-dealers and effective implement to continue

for long term. If needed ready to lose 10% of existing volumes.

Wholesale Order: As per the existing stocks need to discuss with the manufacturer and
prepare the Orders. Anticipating market trends and seasons along with the market
competition. Calculate product wise regular and special discounts in month beginning
itself. Phase wise order against the demand and to achieve early bird benefits.

Stocks: Stocks should not exceed above than 30 days( average aged stocks). Each car
age should not exceed 45 days. Stocks status to be shared in morning meetings and
instruct sales team focus on old cars (modle, Variant & color ) liquidation. Special
incentive to sales team for very old stocks. Strong and healthy arrangement with codealers for sharing non-available cars )

Inventory Interest Cost: Should not cross 10% cost on total expenditure of the month
business. Quarterly review with the existing banker and other banks. Should analyse
car wise cost to avoid penal charges. This should be ongoing process on every month
without fail.

Monthly, quarterly, half-yearly and yearly Retail Achievement without fail. Encourage
Billingpractice, which will give pressure on sales team and try to clear backlogs by
stretching themselves.

Bookings. Should be monitored closely and every manager should have accountability
on above one week age pending bookings. Need to be arrested above 10 days pending
bookings. Manager should call to the customer personally and understand the concerns
behind the delay in delivery. Should co-ordinate with in-house finance dept and push
for the early disbursement. If not delivery, we can aim for the total disbursement.

Supporting Sales: Used Car, Insurance and Accessories. Should create them separate
verticals and independent profit centers.

Savings Sharing with the team. Whatever discounts saved by the consultant 50% of
the amount should be shared to him as special incentive.

Cost Control ( Employer Employee ) Slabs on costs. Every costing head should have
slabs and should have accountability by the concerned manager / departmental head.
Need to be reviewed by the management on monthly basis.

EARN YOUR SALARY. For all freshers we can implement this. 50% salary only will be
given if executive reach 50% target.

Supporting Sales:
Used Car

Setting ambitious targets based on the market potentiality and unorganized players
volumes.
Independent Profitability Vertical.
To be sourced through all channels ( Identifying number of channels like.. Workshop
valuations, Classifieds follow-up, Events, Tele-calling, Market sourcing, regular local
advertisement by giving direct message of WE BUY & SELL ALL MAKES AND MODLES)
Lost sales effective analysis.
Every channel should have minimum target
Exploring all channels to sell at better price.
Incentives on profitability
After sales Calling and cross check. Major fire walls.
Weekly review meeting by sales head
Daily report.
Claims Process

In-house Finance:

Identifying best payouts and focusing on slabs.

Product and convincing skills training to sales and in-house finance team.
Calling all pending bookings customers by in-house finance team
Targeting cash sales
Additional income ( per car incentive, inventory interest discounts )

Insurance ( AMC )

Product training with effective selling points by insurance in-charge regularly.

Attending morning meetings and highlight yesterdays lost cases.
Close monitoring of outhouse cases ( lost cases analysis )
Discounts. Addressing the competition by offering possible discounts.

Accessories

Per car Target

Product range
Model & variant wise products with chart
Selling skills by sales and accessories team
Procuring

Service Marketing including AMC

Training - In-house( calendar )

Improving productivity of existing manpower than looking in to replacement.

Effective and regular training. Involving team in role play
Product knowledge ( Every Model & Variant )
Best-selling points
Comparison Skills
Best Demo & Test Drive Skills
Weekly test Training on Weak Areas / Poor performers

External Training

Personality development
Soft Skills
Latest Market trends
Productivity
Team Building
Senior Executives including Management should undergo training for fixed hours per
year

New Policies:

Vigilance cell
New ideas encouragement with rewards
Loyalty Factor Apart from incentives, yearly bonus, insurance and career growth
prospects, need to be focused on employees refreshment, entertainment and friendly
working environment
Monthly meeting. Team wise presentation by the managers with their month action
plan. Supporting sales and CR presentations with expected support from sales team
and last month mistakes and learning. FORMAT..
Awards for best performers ( around10 categories ). Award winner will share their best
practices. It motivates them as well as others.
Star performer of the month. Photograph should be displayed in showroom.
Apart from awards & rewards, recognition counts a lot.
Highlighting non-performers
Penalties towards wrong commitments to the customers, punctuality, dress code, nonattending morning meetings, CR complaints, Pending Home visits, 3 rd day calling.
Penalties can be imposed on repeated mistakes only but not human errors.
Meaningful and effective morning meetings. Morning meetings are most effective and
instrumental in motivating and guiding the team. These meetings should not become
routine by taking expected bookings and retails from the team. Proper agenda should
be prepared and followed. FORMAT...
Daily report by concerned manager ( day action plan )FORMAT
Every walk-in customer to be called by ASM
Paper less. Mail trials to keep all in loop and share the information. So that everyone
will be on same track.
Weekly review by sales head with proper fixed agenda and timings. FORMAT..
Monthly business review by the management. For which we should have clear and
perfect MIS for easy and effective review. FORMAT..
24 hours helpline number

Service:

Insurance Annual Maintenance Contract by the dealership. It is similar to Zero

Depreciation policy offering by all insurance companies. With this policy we can retain
the customer to our workshop and increase workshop revenue. This policy should be
promoted by new car sales team while selling the car and workshop service advisors
for renewals and other co-dealer cars.

Identifying new revenue sources through selling value added services. Teflon, Antirust,
Tyres etc.. Should incentivize to service advisors to motivate and promote.

Accessories sales to be focused exclusively. Accessories executive should verify the car
and prepare the list of required accessories for every car. Call to the customer and
promote.

As per the industry standards the current ratio is Rs. 100 against 160 towards labourVs
spares. 250 can be reviewed. Service advisors should be trained in selling these
products and incentivized accordingly.

Targeting and achieving Manufacturer incentive schemes without fail ( Key

performance index ).

Major profitability area is Body shop. Need to be focused exclusively on this service vertical
and source aggressively.

Own towing facility and promoting through all channels Tie-up with local towing
services.
Exclusive team for service marketing only for body shop.
FCC in all major industries.
Identifying cars with dents.
AMC with new cars
Discount coupons for data collection.

Referral coupons for service

Relationship with insurance executives , agents and surveyors
Optimum utilization of existing BASE
Strong tele-calling team for service reminders. Special focus on competitors and codealers customer base.
Above mentioned points are few of the best practices which were tried and tested. We can
include or exclude as per the location, product and dealership limitations and comforts.

On each subject, stage & department, report formats to be prepared for better understanding
and clarity between the team and managers. Few formats have been enclosed for immediate
reference.

The real challenge is effective implementation part. For which I mentioned about the morning
meetings, month business plan in advance, periodical reviews, daily reports, monthly review
meetings with all seniors and other effective points. If we follow those strictly in all
departments, channels and areas we can definitely executive the System & Process.