Industry Statistics, Data, & AnalyticsKen Potter

VP Dealer DevelopmentTrueCar

Pg. 48

The Other 90%

• Ken Potter Mar 21, 2013

Why 10%??? Let’s examine further

All sites are geared towards lead generation

Dealership website

Manufacturer website

3rd party lead providers

Wholesale providers

Leads are based on Make to maximize distribution

3PP’s, manufacturer, and wholesale all need a make in order to route lead

“Get a Price” is main driver

Customers are looking for price guidance

In market buyers and recently bought are looking for validation

Customer Experience

What are consumers doing online

• Pure and simple – they are looking for information

• Each consumer starts in a unique manner with unique goals

• They start with “Needs”

• Finding the Need is key to understanding how to sell to the customer

• Creating a unique experience for each consumer is key to closing without focus solely on price

Examples of “Needs”

Start with where consumer came from?

• Third Party – Online, ask the two questions

• Trade In Tool – Which site, set appointment, seek more information on car

• Credit App – What are their goals, finance review

• Member Network – transfer of trust

• Total Loss – get in

Bucketing

Start with where consumer came from?

• Moment of Truth – buying now, will tell you, heavy price emphasis

• Next Step – need to take a step prior to making buying decision

• Research – just starting process, need a reason to buy, needs data, information, and to find someone they can trust

Best Practices

Best of the Best do these

• Invest in your people, constant training, support, and some time off

• Let them be themselves on the phone, chat, or email, let them build rapport and be a friend

• Invest in Technology that your people can use

• Encourage them to be a part of a long term plan, help them see the career

Real World

• Facebook intro

• Trade in tool – service aisle, TO

• Used intro – service pack, more photos, video

• Used Certification – Demo / Website / Email intro

• Lost Lead – GM/DP email, service offer

• Ask the manager/expert

More Real World

• Manager card

• Accessory in service aisle

Links

YouTube - http://www.youtube.com/user/JamieCassadySubaru/videos?view=0

Facebook - https://www.facebook.com/JCSubaru

Website - http://www.forddealersmemphis.com/how-to-check-your-air-filter-video5165

Thank You!