TheInternetAndPhonesAreTheNewShowroomAndTheKeyTo88MillionMillennials

SeanV.Bradley,CSP,MSGPresident|DealerSynergy|Audubon,NJ267.3139.6776|seanb@dealersynergy.com

@seanvbradley#NADA100

#NADA100

Everythingbeginswithachoice

2

Changethewayyoudobusinessorremaininyourcurrentstate

#NADA100

YouCANchangeyourparadigm

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Thereare80millionopportuniEesoutthere

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80MillionMillennials

#NADA100

WhoaretheseMillennials

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FirstgeneraEonwhodon’tknowlifewithouttheinternet&personaltechdevices

•  Age:19-35(in2016)•  NOTinfluencedbyadverEsing•  RatherBUYacarandLEASEahouse•  ReviewblogsBEFOREpurchasing•  ValueAUTHENTICITYovercontent

hVp://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#30be755e28a8

#NADA100

WhatareMillennialslookingfor

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Millennialsareleadingachangeinpurchasetrends

•  OnDemandaccess–MobileStrategy•  SocialMediaforshoppinginformaEon•  PricesensiEve•  HighvaluediscountsOVERinstantdiscounts•  LOYALTYprograms

hVp://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#30be755e28a8

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StaUsUcsonMillennials

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Millennialsareleadingachangeinpurchasetrends

•  89%shopmobilefirst(712millionshoppers)

•  46%preferAmazonforshopping•  43%preferGoogleforshopping•  88%prefertopurchaseonline•  69%belongtoloyaltyprograms•  $2.45trillioninannualspending

hVps://www.entrepreneur.com/arEcle/253582

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Whyshouldyoucare?

8

MillennialsAREbuyingcars

•  Newcarssalesincreased18%to27%from2010to2014•  $1,464averagespendperconsumerunit(new)•  $2,030averagespendperconsumerunit(used)•  SmallSUVssoldwellin2015•  Prefer“pracEcal”vehiclesbutaspireto“sophisEcated”,“innovaEve”&“stylish”vehicles

hVps://www.bloomberg.com/view/arEcles/2016-01-04/millennials-are-buying-cars-aeer-all

#NADA100

Expandingonlineopportunity

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InternetMarketplaceisBOOMING

•  244millionAmazonusers•  54millionPrimeusers•  PricesensiEve•  Netsales88.99billion(2014)•  44%gotoAmazonforproductsearches

hVp://expandedramblings.com/index.php/amazon-staEsEcs/

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TheAutomoUveMarketplace

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RealopportunityexistsontheInternet

•  12.5hoursspentshoppingonline•  7.9websitesvisitedbeforebuying•  45%ofEmeisspenton3rdPartysites•  75%ofpurchasescomefromtheinternet(new)•  77%ofpurchasescomefromtheinternet(used)•  Leasingaccountsfor29%ofallnewretailsales•  18.1millionnewcar&trucksalesin2016

hVps://www.impactbnd.com/blog/mobile-markeEng-staEsEcs-for-2016hVp://www.dealermarkeEng.com/2015-auto-sales-trends-and-2016-projecEons-from-edmunds-com/

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AMobileMarketplace

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Itisamobileworld

•  34%ONLYusemobiledevicestoreademail•  80%ofinternetusersownasmartphone•  48%ofconsumersstartmobileresearchwithasearchengine•  33%ofconsumersstartmobileresearchwithabrandedwebsite•  26%ofconsumersstartmobileresearchwithabrandedapp•  50%ofsmartphoneusersgrabtheirdeviceImmediatelyaeerwakingup

hVps://www.impactbnd.com/blog/mobile-markeEng-staEsEcs-for-2016

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AutomoUveMobileMarketplace

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Theopportunityisyoursforthetaking

•  88%ofcustomersusetheinternettocarshop•  46%usemulEpledevicestogettodealerwebsites•  14%usemobiletogettodealerwebsites

hVp://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey

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AutomoUveMobileMarketplace

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MoreEmeisbeingspentshopping

•  59%ofEmeisspentonlinebeforepurchase•  71%Research•  68%Searchingvehicles•  64%comparingvehicles•  63%findcurrentcarworth•  46%Locatedealerorgetinfo

hVp://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey

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GoogleMicroMoments

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InTheMomentImmediate.Relevant.FricEonless

•  82%evaluatebuyingdecisions•  62%solveunexpectedproblems•  90%pursuebiggoalsin•  91%trynewthings

hVps://www.thinkwithgoogle.com/micromoments/intro.html

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GoogleTrends

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•  78%ofwebsearchvolume•  2trillionannualsearches•  2.3millionsearchespersecond•  89%oftheUSmobileorganicmarket•  1.7billiontotalusers•  60trillionwebpagesindexed

hVp://www.internetlivestats.com/google-search-staEsEcs/hVp://expandedramblings.com/index.php/by-the-numbers-a-giganEc-list-of-google-stats-and-facts/

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YouTubeTrends

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•  Over1billionusers(2/3oftheplanet)•  4billionvideoviewsperday•  40minutesaverageviewingsession•  6billionvideoswatchedpermonth•  300hoursperminuteofnewcontentuploads•  Thenumberofchannelsearningsixfiguresisup50%•  ReachesmoreMillennialsthananycablenetwork

hVps://www.youtube.com/yt/press/staEsEcs.htmlhVp://expandedramblings.com/index.php/youtube-staEsEcs/

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AutomoUveTrends

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80%ofALLtransacEonsstartonsearch

•  22%ofautoshoppersaremillennials•  70%ofshoppersaremen•  Womendrive80%ofALLconsumerpurchasing•  3xmoreEmespentresearchingthanin2013•  75%ofsearcheswasperformedondigital•  1in3adultswatchautocontentonYouTubeonceamonth•  BoldbrandsthinkDigitalFIRST

hVps://www.thinkwithgoogle.com/infographics/digital-trends-auto-shoppers-july-2016.htmlhVps://www.thinkwithgoogle.com/arEcles/auto-trends-consumer-behavior.html

hVp://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers/#4130e712897d

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Inmarketbuyersonlyvisit1.2dealerships

beforemakingapurchase

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TheInternetandPhonesarethenewShowroom

#NADA100

Re-allocateresources20

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BuildtheInfrastructure

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BuildtheInfrastructureRealityCheck

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300CarsaMonth

27SalespeopleGeneraEng111unitsfromPhone/InternetDepartment

189RemainingUnitsfromtheShowroom

27Salespeople/189Units=7UnitsPerSalesperson

8WaystoSellaCar-2Ways(Phone/Internet)=6Ways

Increase2Unitsx27Salespeople=54AddiEonalNetUnitsPointofDiminishingReturnonFollowUpfortheShowroom

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BuildtheInfrastructure

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#NADA100

MaketheInternet&Phonesyourfocus

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BuildtheInfrastructure

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BuildtheInfrastructure25

YouCAN’Tstaffheavyontheshowroomandhope

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BuildtheInfrastructureShowroomsetup

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Divideleadsamongstsalesprofessional

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BuildtheInfrastructureBDC/Callcentersetup

27

Segregated&dedicatedsalesteam

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BuildtheInfrastructureHybridsetup

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TeamofInternetsalesconsultants

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LeadManagementHowtodisburseleads

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UsetrainingagendastoquanEfyleaddisbursion

•  QualificaEons•  CerEficaEons•  Leverage(Privilegedriven)

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LeadManagementHowmanyleadsperrep?

30

Showroomsalesprofessionals BDC/CallCenter Hybridprofessional

405060Basic Average AboveAverage

80100120150NewAverageAboveSuperior

Avg

80100Basic Average

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LeadManagementCRM

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•  Emailopenrate2-4%•  PhoneconnecEonrate11-14%•  PrimeEmetoconnectonphones6-8pm•  Textmessagesareopened98%oftheEme•  Videoinemail200-300%read/openrate•  SocialmediacommunicaUonstats•  AppleFaceUmestats

CRMfollowupstats

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LeadManagementCRM

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•  Managethesalespipeline•  Managefollowup•  DeployAcUonPlans

•  Phonecall•  Email•  Text•  Chat•  Socialmedia•  FaceEme•  Skype

hVps://www.swc.com/blog/customer-relaEonship-management/the-three-main-components-crm-system

CRMmasteryiscriEcal

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LeadManagementCRM

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•  AcEonplans•  Inputworkschedule•  EnsureyouareintherotaEontoreceiveleads•  Setupautomatedtemplates•  Organizetaskandto-dolists•  PrioriEzebuckets•  UElizereports•  ExecuEon

CRMsetupprocess

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LeadManagementCRMsetup

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LeadManagementPhase1Followupprocess

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Phase1Followupprocess•  Email•  (1)Phonecall[9a-6p]•  (2)Phonecall[6p-8p]•  Videoemail•  FaceEme•  Skype•  Socialmedia

Days1-10

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LeadManagementPhase2Followupprocess

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Days11-31

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LeadManagementPhase3Followupprocess

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Days32-90

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LeadManagementContentlibrary-Email

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EmailtemplatesareONEpartofthefollowupstrategy

DevelopUNIQUEtemplates•  Compellingsubjectlines•  Relevanttextcontent•  OpEmizedformobiledelivery•  Proper“CalltoAcEon”

#NADA100

LeadManagementContentlibrary–Videoemails

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Videofollowup

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LeadManagementContentlibrary–Voicemailmessages

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VoicemailmessagesareaCRUCIALfollowupcomponent

DevelopUNIQUEtemplates•  TemplatesforEACHday•  Varymessagethemes•  Proper“CalltoAcEon”•  CreaEveinapproach

•  Soundboards•  YouTube

Hello{customername},thisis{coordinator}

from{dealership}.Ireceivedyourpurchase

requestforthe{yearmakemodel}.Ijust

emailedyouinformaEonaboutthevehicle

andourdealership.Whenyoureadityou

willbepleasantlysurprisedaboutthe

amazingbenefitsofdoingbusinesswithus.

Mynumberis{phonenumber}.Pleasegive

meacalltogooveraddiEonalbenefits.

Mynumberis{phonenumber}Thankyou!"

#NADA100

PhonePhilosophy41

AnInternetsaleispredominatelyaphonesale

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PhonePhilosophyOutboundprocess

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ObjecEve•  Secureappointment•  SetupTO

Goal•  IdenEfyneeds,wants&objecEons•  Meetthem•  Exceedthem

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PhonePhilosophyInboundprocess

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ObjecEve•  IdenEfyneeds,wants&objecEons•  Meetthem•  Exceedthem

Goal•  GatherinformaEon•  Secureappointment•  SetupTO

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PhonePhilosophyTop7reasonspeoplegoonline

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•  Research•  Availability•  Convenience•  Tradein•  “Ihatecarsalesmen”•  Credit•  Whatif’s

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PhonePhilosophyScripts

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Inbound Outbound ObjecEons RebuVals

DevelopscriptsforEVERYsituaEon

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PhonePhilosophyValuePackageProposiUon

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WhatmakesyoudifferentandbeVerthanyourcompeEEon?

•  Military/Firstresponders•  FirstEmebuyers•  Women•  Students•  Teachers•  Serviceperks•  Daycareservice•  Freefood•  Communityinvolvement

#NADA100

Conclusion47

TheInternet&PhonesareMOSTLYafollowupdepartment

Thesuccessformula

•  Infrastructure•  CRM•  Phones

I.C.P.

#NADA100

Conclusion48

IftheInternet&PhonesarethenewShowroomyouneedtomake

themyour#1priority

#NADA100

Conclusion49

9/10peopleprefertoconnectonthephone

YougetONEshottomakeafirstimpression

QuesUons

#NADA100

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TheInternetAndPhonesAreTheNewShowroomAndTheKeyTo88MillionMillennials

PleasevisittheNADAPavilionintheExpoHallforinformaEononaccessingelectronicversions

ofthispresentaEonandtheaccompanyinghandout

materials,andtoordertheworkshopvideorecording.

SeanV.Bradley,CSP,MSGPresident|DealerSynergy|Audubon,NJ267.3139.6776|seanb@dealersynergy.com

@seanvbradley#NADA100