The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable...

transcript

The 3 Primary Elements of a Successful Internet Department

the 5 Keys to Creating a Profitable Lead Management Process

Joe WebbDealerKnows Consulting

January 4, 2012

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DealerKnows: Presentation

The 3 Primary Elements of a Successful Internet Department

the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: a TK Carsites webinar

Who’s DealerKnows?

DealerKnows: Joe Webb

Wine 101:

DealerKnows: Fundamentals

Understanding WineIncreases

Your Internet Sales

DealerKnows: Fundamentals

It takes more than grapes.

UnderstandingTrainingPracticePassion

DealerKnows: Lead Management

Three variables:

Wine Growing=

Managing Leads

Terroir.

Know your environment.

Grapes and grape skins.

A Mix of Varietals:

LeadsTechnologyWebsitesOnline Content

Barrels or tanks.

Where Peopleand

Processes Ferment

Barrels or tanks.

Where People and Processes Ferment

Don’t stop when you’ve made the wine. Vintages can turn out bad.

What’s important?

Lead Management

Comments are not conversations.

DealerKnows: Social Media

Social Media has a place at your dealership…

Intoxication.

DealerKnows: Sourcing

What are your digital priorities?

Nothing.

Become a Somelier.

DealerKnows: Quality Control

Buying.

DealerKnows: Quality Control

Sometimes you need a professional.

5 Ways a Sommelier Inspects Wine

DealerKnows: Process

Read, Deconstruct, and Address the Lead

Color.

It’s not all Red and White

Aroma.

Breathe in their online presence

and prepare the response.

Taste.

Partake the lead and Respond

Balance/Texture.

Using multiple mediums?

Eliciting positive responses?

Follow-up strategy?

Multiple topics?

Overcoming objections?

Building value?

Confirming appointments?

•Delicate A term used similar to charm but more often relates to the more subtle notes of a wine.•Depth A term used to denote a wine with several layers of flavor. An aspect of complexity.•Dirty A wine with off flavors and aromas that most likely resulted from poor hygiene•Dried up A wine that has lost some of its freshness or fruitiness due to extended aging.•Dry A wine that is lacking the perception of sweetness.•Earthy This can mean a wine with aromas and flavor reminiscent of earth, such as the •Easy A term that can be synonymous with "approachable" but more commonly refers to a wine that is siEdgy A •Elegant A term to describe a wine that possess finesse with subtle flavors that are in balance.•Expansive A wine that is considered "big" but still accessible.•Expressive A wine with clearly projected aromas and flavors.•Fallen over A wine that, at a relatively young age, has already gone past its peak (or optimal) drinking period and is•Farmyard A generally more positive term than "Barnyard" used to describe the earthy and vegetal undertones that•Fat A wine that is full in body and has a sense of viscosity. A wine with too much fat that is not balanced by aciditys sa DealerKnows: Process

Finish.

Reporting:Does your lead management

deliver the desired result?

The DK 6 step program for follow-up.

1. Mystery Shop2. Auto-response3. Timing4. Email Strategy5. Sell Yourself6. Measure

DealerKnows: Follow-Up

Phone Response Time: Email Response Time: Response to Inquiry: Auto-response Usage: Auto-response Time: Auto-response Reliance: Default Auto-response Usage:

Mystery Shop.

1DealerKnows: Follow-Up

Mystery Shop.

1Call Preceding Email: Shared Price Information: Shared Multiple Vehicle Options:Phone Reliance: Email Reliance: Inclusion of Sales: Representative Picture

Mystery Shop.

Auto: 83.64%

1 min. (median)

Email provided multiple optio20%

Auto-response usage:

Auto-response time:

Auto-response reliance:

Default auto-responseusage:

Auto-response.

Auto-responders:

2Elicit Contact

Build ValueIf they don’t, TURN THEM OFF!

Called Before Emailing: 14.55%

Email provided price: 38.18%

Email provided multiple pricing options: 9.09%

Email use:

Only Called:

Only Emailed:

Included a personalpicture:

Email provided price: 45.45%

Email provided multiple pricing options: 7.27%

Called Before Emailing:

Email provided price:

Email provided multiple pricing options:

Email use:

Email Philosophy.

4Provide MSRPCompetitive Price (Showing the savings)

Alternate Vehicles (models as low as…/comparable used)

Link to Inventory (for new)

Link to “Get Pre-Approved Here” (for used)

Set up for the Call

later: send a personal video message or photo

Process methodology.

1st Email: Give them what they asked for with additional options2nd Email: Sell yourself right away

with personal picture/video message3rd Email: Sell your process

4th Email: Sell your dealership

5th Email: Sell your brand

In all future contact, make sure to ask questions and offer them something special or interactive

Mystery shop results:

38.18%Email provided 3pr38.2:

14.55%Email provided multiple pricing

options:

One hour email response:

Email Reliance:

Phone Reliance:

Inspect what you expect.

MonitorPoliceMeasure

DealerKnows: Thanks

Joe WebbPresident and Founder

DealerKnows ConsultingDealerKnows.com

VirtualDealerTraining.com847-456-5130

Twitter/zonewebbLinkedIn/josephwebb

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Check out our upcoming webinar…

How to Use Auto Shopper Data to Lower Costs and

Increase Sales

Wednesday, January 11, 2012 9am Pacific