Just 90 Days to Your Best Fixed Ops Month Ever - DealersEdge
Just 90 Days to Your Best Fixed Ops Month Ever - DealersEdge
Just 90 Days to Your Best Fixed Ops Month Ever - DealersEdge
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>Just</strong> <strong>90</strong> <strong>Days</strong> <strong>to</strong> <strong>Your</strong> <strong>Best</strong> <strong>Fixed</strong> <strong>Ops</strong> <strong>Month</strong> <strong>Ever</strong><br />
A plan for higher cus<strong>to</strong>mer paid sales, hours per R.O., CSI & net profits -<br />
How <strong>to</strong> get from here <strong>to</strong> there in just <strong>90</strong> days.<br />
With<br />
Chris Collins, author of The Irreplaceable Service Manager<br />
Moderated by<br />
Mike Bowers, Executive Edi<strong>to</strong>r at <strong>DealersEdge</strong>
As General Manager of the number one selling BMW dealership in the Western Hemisphere, Chris Collins grew<br />
Crevier BMW <strong>to</strong> the eighth largest dealership in the United States in less than three years, from the previous<br />
position of 123rd, a growth of over 300 percent. While acting as the general manager, Collins' team broke records<br />
for all of BMW new car sales and was the number one selling single point BMW dealership in 2002, 2003, 2004,<br />
and 2005. Collins' team also broke the sales record for all of BMW for certified pre-owned cars in 2004. An<br />
impressive record for someone who started out washing cars.<br />
With over 18 years in the au<strong>to</strong>motive operational industry, Chris specializes in building winning teams and<br />
increasing revenue and profitability at luxury car dealerships. Chris has been personally congratulated by BMW<br />
for heading the team that was the first <strong>to</strong> sell more than 3,000 new cars in a year. With the continuous growth, he<br />
planned, organized and oversaw a $45 million expansion. Along with that expansion, Chris looked for a way <strong>to</strong><br />
reward his cus<strong>to</strong>mers and found it in a coffee cup. He acquired the first ever non-corporate Dietrich's Coffee<br />
House franchise in Southern California for the dealership as an added amenity for its cus<strong>to</strong>mers.<br />
His clients are up $3,219,364.00 year over year in C/P. On <strong>to</strong>p of that, they've set a one-month record for year<br />
over year increases in cus<strong>to</strong>mer pay labor of $222,235. One month! And that doesn't include the additional parts<br />
sales gross. In 2004, Collins helped raise $50,000 for BMW's Drive for the Cure fundraiser that benefits the<br />
Susan G. Komen Breast Cancer Foundation. He also sat on the board of direc<strong>to</strong>rs for Career Beginnings, a non<br />
profit organization for men<strong>to</strong>ring. He has helped well over 25 independently owned dealerships. And every time<br />
the systems and approach he uses have worked. He lined everything up and then pulled the lever. Sales would<br />
increase and expenses would drop. It worked like magic.<br />
Chris has helped a lot of dealerships increase their profits and <strong>to</strong>tally dominate their market. He has created a<br />
niche as a coach working completely on commission with some of the best dealers in the country. His clients are<br />
basically paying for exclusivity of his "Secret Service Society." In addition, so many people have been seeking his<br />
help that he is in the process of developing an online coaching site. His clients are pretty happy, in fact really<br />
happy.<br />
Clients include; BMW Concord, Brecht BMW, Bob Smith BMW, South Bay BMW, Puente Hills Toyota, Cal Star<br />
Mercedes, Pacific BMW, Nick Alexander BMW... Collins currently holds the record he set in 2001 for the largest<br />
year over year increase in C/P sales in the fixed operations of $1.5 million. He is directly responsible for that<br />
record and it has not been broken <strong>to</strong> this day.<br />
http://www.chriscollinsinc.com
A <strong>90</strong> Day Roadmap <strong>to</strong> <strong>Your</strong> <strong>Best</strong><br />
<strong>Fixed</strong> <strong>Ops</strong> <strong>Month</strong> <strong>Ever</strong><br />
Presenter:<br />
Chris Collins<br />
Date: Aug. 18 2011
Introduction<br />
My Background<br />
What We Will Talk About<br />
Why This is Crucial <strong>to</strong> <strong>Your</strong> Business
What We’ll Cover<br />
• How your SA’s can Instantly increase HPRO<br />
• Inspection System <strong>to</strong> prevent missed opportunities<br />
and maximize CP Labor Sales<br />
• How <strong>to</strong> Sell Off of Inspection Sheets<br />
• Why You Need To Train your SA’s <strong>to</strong> sell without<br />
discounting<br />
• How <strong>to</strong> Recruit And Hire Top Dog’s
Simon Cowell<br />
Gordon Ramsey<br />
6
People are not<br />
trading their Cars<br />
for tennis shoes
Instantly<br />
Connect With<br />
Cus<strong>to</strong>mers
Make Sure You Pet The Dog
Wrong Kind Of Connection
Meet James
His Office
Hit The Sales But<strong>to</strong>n And Increase<br />
Sales<br />
2<br />
8
Inspection<br />
System
Recipe For Success<br />
Accountability<br />
Fun
Process<br />
• Inspection introduced <strong>to</strong> cus<strong>to</strong>mer at time of<br />
write up<br />
• Technician diagnoses original concern and<br />
inspects car<br />
• Advisor calls as early as possible (TOC<br />
Technique)<br />
• Cus<strong>to</strong>mer ok’s work or declines work<br />
• If work is declined we remarket (Piggy Bank)
Accountability<br />
• Go through RO’s daily<br />
• Re-rack cars
Fun<br />
• Spiff Techs For New Found Work<br />
• Play games with Advisors
Mind Map<br />
3<br />
4
Table Of Contents Technique<br />
3<br />
5
F/R Bulb $45<br />
Water Pump $800<br />
VCG $700<br />
Front pads and ro<strong>to</strong>rs $550<br />
Total $2095
Discounting
$85<br />
Sale<br />
$85<br />
$72.25<br />
-$25<br />
Cost<br />
-$25<br />
$60<br />
Gross<br />
$47.25<br />
$27.00<br />
Personnel Exsp 45%<br />
$27.00<br />
$9.00<br />
Semi <strong>Fixed</strong> Exsp 15%<br />
$9.00<br />
$9.00<br />
<strong>Fixed</strong> Exsp 15%<br />
$9.00<br />
$15.00<br />
Profit 25%<br />
$2.25
How To Hire And Recruit Top Dogs
All Successful Advisors:<br />
• Have a burning passion for their cus<strong>to</strong>mers<br />
• Are having fun and have great attitudes<br />
• Are never satisfied with their current results<br />
• Always looking for the law of a “Slight Edge”<br />
• Have a consistent system they master and tweak<br />
consistently<br />
• Learn and develop their sales skills consistently.
Top Dog Service Advisors<br />
•Only Hire 1’s and 2’s<br />
•Have Them Bring Their Numbers To The Interview<br />
•Check References<br />
•Ask Performance Based Questions<br />
Remember: A Winner Is A Winner
Performance Based Interview Questions<br />
•What are you most proud of?<br />
•Biggest accomplishments?<br />
•Biggest Mistakes<br />
•Tell Me About The <strong>Best</strong> Boss You <strong>Ever</strong> Worked<br />
For?<br />
•Worst Boss?<br />
•When You Walk Up To A Cus<strong>to</strong>mer Standing At<br />
Their Car, What Are you Thinking?
Advisor Goals
A <strong>90</strong> Day Roadmap <strong>to</strong> <strong>Your</strong> <strong>Best</strong><br />
<strong>Fixed</strong> <strong>Ops</strong> <strong>Month</strong> <strong>Ever</strong><br />
Presenter:<br />
Chris Collins<br />
Email:<br />
Chris@chriscollinsinc.com