Pub. 1 2019-20 Issue 3

Pub. Year 1 2019-2020 Issue 3 33 WVADA Prepare for a Successful Re-Opening Plan a “Re-opening Sales Event” and create an email blast to your customer base Communicate re-opening on all external channels • Create clear messaging about the newways of doing business and how it impacts customer experience • Ensure website, social media, and all third-party sites have your updated hours Consider balloons or other eye-catching decor outside to draw attention to your re-opening Sales Department Relaunch Focus on reigniting your sales team and aligning your strategy • Create a sales bonus/contest for units sold to get the team motivated and re-engaged • Drive a culture of appointment setting, consider setting spiffs on appointments that show Review and consider modifying your current sales quotas, goals and pay plans Review all leads that came through in last 60 days • Send them a personalized email that store is open Review what leases were scheduled to mature during the closure Ensure alignment on socially distant customer interactions • Staff wearing masks, maintaining social distanc - ing, not shaking hands, etc. Setting Up the Service Department Ensure you’re prepared to accommodate service cus - tomers in the new dealership experience • Offer VIP treatment with services such as vehicle pick-up and drop-off • Take stock of your telecommunication and tech - nology needs Have your BDC begin service dials prior to opening • Ensure as many service appointments are sched - uled/confirmed • Consider offering service specials to drive traffic and promote re-opening Institute video calls with service advisors for initial diag - nostics and evaluations to boost consumer confidence Expand precautionary measures, such as vehicle dis - infection before re-delivery and utilizing disposable seat, floor mat and steering wheel covers Review any open or unaccounted for transactions and receivables • Review parts receivables and consider putting some accounts on COD • Review warranty receivables • Audit and review age of open repair orders • Consider lost opportunities such as overdue open recalls — Consult with OEM, CARFAX, etc. Ensure all service loaner cars are accounted for, washed and fueled Human Resources Considerations Create a plan to bring back furloughed staff • Ensure when you reopen that you’ve got enough staff to run each department • Consider running staggered shifts to account for demand • If necessary, alert HR vendors for staff’s return Communicate and ensure the sales staff fully understands draw/draw payback scenarios Ensure your HR team is fully up to speed on the changes to state/national employment laws Facility Management Considerations Communicate reopening plan and date to all in-store and third party vendors Start having virtual meetings the week before with each department • Assign a list of high priorities to each department to start on Day 1 of reopening Ensure you have adequate supplies to serve the volume of impending business • Take stock of cleaning supplies, personal protective equip - ment and protectivematerials such as steeringwheel covers Prepare for the return of physical sales inside the dealership • Ensure all bathrooms have been cleaned and are ade - quately stocked • Consider offering free gloves and masks upon entrance • Place hand sanitizing stations throughout the dealership • Replace all refreshments with individually packaged/ sealed snacks While dealerships reopening their showroom doors is a positive sign, the market is and will remain financially vulnerable for some time. The ability to identify customers with the highest likelihood to purchase a new or pre-owned vehicle with the message of either potentially lowering their payments or saving them from penalties or fees will be well-received. Now, more than ever, it is important that dealerships have the right tools to re-engage their teams quickly and sell cars more efficiently. t For more information from automotiveMastermind about resources related to COVID-19, go to their website at https://resources.automotivemastermind. com/auto-dealership-covid19-resources. While dealerships reopening their showroom doors is a positive sign, the market is and will remain financially vulnerable for some time.