Questions:What Standards for Excellence (SFE) is and how dealer’s objectives are met – 00:01:43:07How a Dealership works with the guidelines of SFE online marketing – 00:02:47:06How SFE Objectives are hit and what the numbers are - 00:04:30:16How has SFE changed due to the COVID 19 outbreak – 00:06:19:12Types of questions a DAE should be asking dealers – 00:07:16:02Two Questions – 00:13:30:00
SFE Guidelines – How do dealers get paid?Sales objective for each dealer is set based on last three years average for that particular monthIn order to earn any 2020 Chevrolet SFE monthly bonus, ALL OTHER MONTHLY REQUIREMENTS MUST BE MET, including (1) Reputation Management, (2) Dealer Digital Shopping Assessment and (3) Digital Marketing Manager training
Dealers are paid on a grid that is set based on percentage of objective. Hitting the highest % will pay out back to the first vehicle. As much as $600 per vehicle on a stair step. Less than 90% of objective pays $0.
There are two tiers, dealers pay $40,000 to be in tier one for highest payouts, or $20,000 for tier two and lower payouts.
Dealers also can get paid for hitting objectives on accessories, up to 7% of their sales if they add accessories to the targeted % of their new vehicle sales. Actual payouts and targets are determined each month by GM at the Divisional level and posted to the SFE Dashboard.
To fulfil the Reputation Management Program requirement, SFE dealers must, at minimum, participate in the Base Package, offered only in partnership with Reputation.com. Failure to meet the Reputation Management compliance requirement will result in forfeiture of all future 2020 SFE monthly bonus opportunities and the dealer will be automatically un-enrolled for the remainder of the 2020 SFE Dealer Performance Program.
Enrollment in the Dealer Digital Shopping Assessment is automatic for all 2020 SFE-enrolled dealers. The assessment is not voluntary. By enrolling in the 2020 SFE Dealer Performance Program, you will receive the Dealer Digital Shopping Assessment free of charge. The results of the Dealer Digital Shopping Assessment are not used as qualifiers for the SFE monthly bonuses. For example, evaluation metrics may include: • Website Conversion Rate • Internet Leads Close Rate • Number of Home Page Local Offers • Dealer Business Listings Accuracy Enrollment data may include: • GM Third Party Leads Program • Shop.Click.Drive • CSSR • Each data set is specifically designed to provide the dealer with a high-level understanding of how they are performing across the digital platform
New for 2020 - Dealers are required to comply with the Dealer Digital Marketing Manager requirements in order to qualify for SFE Vehicle Sales and Accessory objective bonuses. The dealership is responsible for ensuring that it’s Digital Marketing Manager has completed 100% of their Digital Marketing Manager training courses by the end of each qtr.
Questions to ask to uncover Hurt?
• I noticed that eligibility requirements for collecting SFE money are all based on online marketing, how important is it to your business to have assistance with your digital presence? Do you believe a DDM is enough or do you need someone specifically assigned to helping your store?
• How important is it for your stores’ profitability to hit SFE requirements each month?
• At what point in the month do you review sales objectives to determine effort needed for your SFE bonus $$?
• Are you hitting your SFE targets for accessories each month? How can we help?
• For over 10 years we’ve been helping GM dealers navigate the online waters, now we are exclusively working for dealers who have chosen us, we’re not tied to GM, but tied to your store’s objectives. How can we help?