About Craig Lockerd

Craig Lockerd is the founder and CEO of AutoMax Recruiting And Training. He has over 30 years of experience in the auto industry. You can find Craig on Facebook, Twitter, LinkedIn and Google +.

AutoMax & Red Cross Oklahoma Tornado Relief Effort – Matching Contributions

In response to the devastation brought on by the tornado that swept through the city of Moore, Oklahoma, AutoMax Recruiting and Training, LLC announces a commitment to help those most in need.  Our heartfelt condolences go out to all who have been affected by the tornado.  Our commitment as an organization is to support one another in good times and in bad. AutoMax Recruiting and Training, LLC has donated $1000.00 to the American Red Cross.  We are contacting all our clients, vendors and affiliated organizations and asking them to make a contribution to the American Red Cross with the funds to support the recovery efforts for the people of Moore city. In an effort to maximize our support during this tragedy, for the next two weeks, AutoMax will contribute an additional $100.00**every time a client, vendor or affiliate of AutoMax donates $100.00 or more to the American Red Cross. How you can help:  log onto RedCross.org put in your donation for disaster relief, fill in the credit card or paypal information.  You will receive an e-mail receipt (confirmation) for tax purposes.  Forward the e-mail confirmation to jadkins@automaxrecruiting.com  (Jodi Adkins, controller) and we will make the $100.00 matching donation from AutoMax for everyone who donates $100.00 or more to the Oklahoma Disaster Relief. Contact Arthur Bush, Jodi Adkins or Ernie Kasprowicz for additional information as needed. **AutoMax must receive redcross.org e-mail confirmation as outlined above no later than June 6th, 2013 for AutoMax to be able to contribute the additional $100.00 as described.

By | May 22nd, 2013|Press Release, Straight Talk, Videos|Comments Off on AutoMax & Red Cross Oklahoma Tornado Relief Effort – Matching Contributions

AutoMax Recruiting and Training Announces Job Placement Aid For Hurricane Sandy Victims

AutoMax Recruiting and Training, the most requested automotive recruitment company in the United States, has just announced that they are prepared to offer their services to dealerships looking to hire staff in the wake of the storm, as well as assist those that are in need of a job. "Our headquarters are in NJ, right in the path of Hurricane Sandy." Says Craig Lockerd, CEO and founder of AutoMax Recruiting and Training. "But we have made special arrangements to ensure that our dealer clients are taken care of. With trainers all over the country, we are in a unique position to ensure that dealerships are staffed and people that are left jobless due to the storm have a way to find work." In preparing for the inevitable, AutoMax has reached out to Monster Jobs to see what they can do to help in these relief efforts. "We have offices right in the path of Hurricane Sandy, we understand what people are about to go through." Said Doug Williams, inside sales consultant for Monster. "Keeping that in mind we wanted to do our part and help both AutoMax and people in need to find work, so we are offering up free listings so that AutoMax can do just that." In an effort to lessen the burden of lost jobs, AutoMax, their dozen employees and 30 trainers will be donating their time to ensure any employee who can't return back to work at their dealership has a place to work in the interim. "During Irene we had dealerships that completely closed or moved, then on top of losing their homes many folks lost their jobs." Says Gregory Gershman, recruiter and trainer at AutoMax. "With our extensive network [...]

By | October 29th, 2012|Press Release|Comments Off on AutoMax Recruiting and Training Announces Job Placement Aid For Hurricane Sandy Victims

Your BDC Department – Managing Expectations Using The 4×4 Method Of Accountability

Just like in sales it's important that you set goals, but even more importantly that you ensure the goals are being met in the BDC. The BDC, or the business development center, can be a huge profit center for the dealerships that do it right, the opposite for those that don't. In order for the BDC to be profitable you must take a methodical approach to management, that is, you must manage by percentages. The 4x4 Method of BDC Accountability While there are many different percentages that can be tracked lets take a look at the most important ones, they are: Contact Rate Set Rate Show Rate, and Sold Rate Each one of these must be tracked on a daily basis, they can both make or break the dealerships month. I get asked the question all the time, "Craig, what are some of the benchmark numbers for a contact, set, show and sold rate?" There really is no easy answer to that question because it all depends if it's new car or used car leads, prime or subprime. Each one will be different, instead lets take a look at your goals and do some math. Lets say you want your BDC to be the cause over 100 sales this month, how are you going to get there? First, take a look at your lead count, lets say you get an average of 750 leads per month. That means you must have a lead to sale rate of  13.4%, very doable. From there, lets back it out and figure out what the overall contact, set, show and sold rates must be in order to reach that 13.4% Contact = 80% Contact Rate or 600 set appointments [...]

By | August 23rd, 2012|Uncategorized|Comments Off on Your BDC Department – Managing Expectations Using The 4×4 Method Of Accountability

“The Decision”…When and How Many to Hire?

“The Decision” “I’ll be taking my talents to South Beach”….oh, sorry, wrong decision [Clevelander joke] The way many dealerships make the decision when to bring on more salespeople and how many or replace under-performing salespeople has always baffled me. I have seen countless “formulas, statistical data, seasonal hiring decisions, you name it. We have had managers tell us they need 4 salespeople, we ask them why 4?” That’s how many desk we have open” Really, hiring due to number of desks? New manager starts at store and brings his “team” with him. This one is very exact “Salesperson can properly “wait on” 2.25 clients per day x 6 day work week =13.5 clients a week X 4.2 weeks per month = 56.7 clients per month, so we are “logging” 425 clients a month which would mean we need 7.49 salespeople on our floor??? “It’s the first of the year, in with the new, out with the old” I know none of you make your decisions these ways, but you know what I’m saying. Law of Diminishing Return The reasoning behind The Law of Diminishing Returns from a Dealers point-of-view in terms of hiring employees can be simplified into three stages: In the first stage, the addition of more salespeople allows for specialization of job responsibilities and increased production efficiency. The result is a larger output return for each additional unit of input. The second stage is where inputs equal outputs. Each new salesperson added will continue to increase production, but only at the same rate as the increased input of labor. The third stage is when additional salespeople will start to decrease production efficiency because the work environment is fixed in the short-run. This results [...]

By | April 19th, 2012|Automotive Recruitment|1 Comment

Spring Clean Up, Recruiting and Training Special

Are you looking for incremental business? Do you want more than your fair share of the market? Remember, April showers brings May flowers much like Aprils recruiting and training brings Mays profits! AutoMax is proud to present our Spring Clean Up, Recruiting and Training Special where we are offering 15% off of our already ridiculously low priced Recruiting and Training Packages. What you do at your dealership in terms of recruiting and training, in all departments, will bring HUGE results not only in May, but throughout the rest of the year! The special: ANY recruiting and/or training for ANY position with ANY of our highly effective recruiting campaigns will receive a 15% discount for the month of April! Check out our brochure online, HERE. Schedule your campaign now, dial: 800-878-5090 ext 1

By | March 30th, 2012|Specials|1 Comment

Automotive Recruitment Vlog #16 – The Race To The Bottom

Welcome to episode #16 of the Automotive Recruitment Vlog w/ Craig Lockerd. Wow, 16 already? In this episode I'm calling you out. Both the dealers and the manufacturers. It's our fault really. The ONLY reason why the customer is so fixated on price is because WE are fixated on price. How do we change that? How do we stop racing to the bottom? Watch the video: If you would like me to alert you each time I post something new just enter your email address below. Don’t worry, your info is safe with me, I HATE spam as much as you do! If you’d like to hire Automax to recruit, screen and train new salespeople, with no bad habits, at your dealership, you can contact us HERE.

By | March 9th, 2012|Automotive Recruitment Vlog|1 Comment

Automotive Recruitment Vlog #15: Salesperson Run Meetings

Welcome to episode #15 of the Automotive Recruitment Vlog with Craig Lockerd. As you know I'm Craig Lockerd, in this video I bring up the idea of a salesperson run sales meeting. Stay with me,  I know that sounds a little weird, but it's the best way to ensure that you're not running out of ideas and that you are training on the things that matter the most. Do you want to make your sales training stick? Watch this video, then let me know what you think in the comment section below. If you would like me to alert you each time I post something new just enter your email address below. Don’t worry, your info is safe with me, I HATE spam as much as you do! If you’d like to hire Automax to recruit, screen and train new salespeople, with no bad habits, at your dealership, you can contact us HERE.

By | March 7th, 2012|Automotive Recruitment Vlog|2 Comments

The Dealership Culture Starts At The Top

Something has to give. Change is mandatory in our industry, reinvention a must! Every day I see what people are posting about dealerships all over the web. Let's face it, as a whole people hate us. Strong words I know but just look at how our customers are treated. It's not that they are being treated bad in most cases, but indifferently. It's as if we're saying, thanks for the money, I could care less if you come back. Maybe that's not what you're thinking, but it's what your actions say. A friend of mine and of AutoMax Recruiting and Training, David Johnson, wrote a real eye-opener of a post called, The Worst Dealership I've Ever Seen, Is It You? I suggest you read it. How do you keep that perception from happening? First, you have to know that itss a top down commitment. Yes, you need the right salespeople, salespeople that get it, salespeople that are self-motivated but it's a fact that even the most motivated people will feel defeated if they are in the wrong environment. That environment comes from you, the GM's, the GSM's, SM's and the DP's. What kind of culture does your dealership have? Are you screaming at your salespeople in your sales meetings or are you training them how to do their job. Are you pointing out what they are doing right? As a parent I learned that it's much more important to tell a child what they are doing right than it is to tell them what they are doing wrong. Yes, you need to correct your children but how will they ever know what they are doing is right if you don't tell them? The answer? They [...]

By | March 1st, 2012|Automotive Sales Training|1 Comment

Are Top Sales Performers Made Or Born?

This is a very interesting question and one that I will answer with scientific fact, but first let's look at the two different sides of this debate. When you look outside of sales at the likes of Lance Armstrong, Muhammad Ali, Jerry Rice and even Tiger Woods (pre scandal) you see performances that are so far beyond their competition you can't help but think they were born with the right DNA. This is how most corporation hire, they hire for talent. They look for the best and the brightest using a predetermined formula from past hires. Afterwards, little or no training is offered. Then there is the side that believes top performers are created; that they are molded and developed. Much like a sculpture looks for the best clay, a company looks for the desire and motivation to succeed then molds them into top sales performers through ongoing training, development, and mentoring. Obviously one takes more time than the other and more commitment from the employer but which one results in top performers more than the other? Through the work of academic researcher K. Anders Anderson and years of studying the top performers in a variety of different fields it was concluded that top performers are made far more often than they are born.  The differentiating factor? Practice. So, in light of this scientific evidence, that top performers are made and not born, what are you doing to develop your next sales superstars? Developing Sales Performance Plan For Productivity, Expect Results Everybody has a different learning cycle, with each person at a different spot in that learning cycle. You have to ask yourself if this person will be groomed for possible promotion later and if [...]

By | February 9th, 2012|Automotive Sales Training|2 Comments

Developing Top Performing Sales Superstars

de•vel•op 1. to bring out the capabilities or possibilities of; bring to a more advanced or effective state: to develop natural resources; to develop one's talent. 2. to cause to grow or expand: to develop one's muscles. About 10 years ago or so I took my oldest son, Joe Lockerd, to the gym with me, he wanted to learn how to lift, workout and “develop” his body. At the time Joe was about 5’10 and weighed maybe 145-150 pounds. He got on the flat bench, I stood over him and lowered just the bar, which weighs 45 pounds, into his hands; he could barely press it 5 times. I was about 50 at the time and although flat bench has never been one of my strong points proceeded to do 150 pounds 10 times. My son, now based on seeing me do what he wanted to do became motivated to “Expand by Demand.” Fast forward 10 years later and based on commitment, hard work, focus and the demands he put on his muscles, by lifting heavier and heavier weights, they have expanded to the point where at 5’10” 205 pounds and 6% body fat he can bench 365, squat 405, leg press 1000 and curl 155 pounds! What does any of this have to do with Developing Top Performing Sales Superstars, other than bragging about my son, you may be asking yourself? First he needed to find his “why”, why did he want to change his body, feel better, look better [girls] be more confident in all areas of his life. After hiring a green pea, we need to find out their “why” first and why that why is a must, rather than just a [...]

By | February 8th, 2012|Automotive Sales Training|Comments Off on Developing Top Performing Sales Superstars