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HOW TO DOMINATE YOUR USED CAR MARKET! Eric Miltsch – Dealer Teamwork
HOW TO DOMINATE YOUR USED CAR MARKET!
Eric Miltsch – Dealer Teamwork
Automotive Industry Expectations
Real-time Omni-channel Marketing
100% Compliance & Accuracy
Current Offers Live At All Times
Omni-channel Consistency
Tier 1, 2 & 3 Offer Flexibility Throughout the Month
Flexible, Trackable Communication Options
Immediate Communication
Omni-channel Expertise
Highly Personalized Messaging Cross-device Accessibility
Easy-to-find Information Minimal Cost, Maximum ROI Real-time ROI Evaluation
How do dealers handle this?
Where does this leave us?
Like this
We can fix it!
The Solution
Use Technology &
Automation to Scale
& Eliminate Waste
Use Transparent
Partners with Expert
Knowledge
Combined You Can
COPE – Create Once,
Publish Everywhere
Now, where does it leave us?
Like this!
Eric MiltschCo-founder & Director of Marketing@emiltsch
#1 Fastest Growing
Google Premier
Auto Partner
10 OEMs
& 2 More
Coming Soon!
Improve Used Car Operational Excellence
USED CARS SALES CONTINUE TO CLIMB
2016 2017 2018 2019 Est
2016
38.6M
2017
39.4M
2018
39.5M
2019 - EST
40M??
8 MUST-HAVE BEST PRACTICES
Transparency & Trust
Wasted Spend
Front-LineReady Processes
Aging Policy & Processes
CreativeSourcing
DisciplinedAcquisitions
MarketingAutomation
Smarter Pricing & Selection
SMARTER PRICES & SELECTION
Show Your Offers
Tighter Price & Auction Rules
Cost to Market
Price to Market Rules
53% concerned with the price &
payments
Target Market Days Supply: 70
Target 84% for 16% spread to
hit profit goals
98% to 100%, 0-7 days
94-97%, 7-15 days
90-93%, 15-22 days
< 90%, 22-29 days
KeyFeatures
PRICE TRANSPARENCY & TRUST
Give shoppers what they want
Is it a good deal?
Position as an upgrade
Omnichannel marketing
PaymentsAds matchWebsite
GoodDeal
ELIMINATE WASTED MARKETING SPEND
Google My Business Tracking
Multi-Channel FunnelsAssisted Conversions
Proper Hard Conversion Tracking
Eliminate 3rd Party Sites That Don’t ROI
Stand-alone SEO
SEM, & Social Media
1
2
3
4
5
GOOGLE MY BUSINESS UTM TAGS
GOOGLE MY BUSINESS UTM TAGS
www.website.com/?utm_source=google&utm_medium=organic&utm_campaign=google_my_business
www.website.com/?new-vehicle-specials-city-st.htm/?utm_source=google&utm_medium=organic &utm_campaign=google_my_business_menu_link
Vanity Metrics vs. Hard Conversions
Phone
Calls /
Click to
Call
Form
Fills
Walk-in
Traffic
Chats /
Texts
VDP
View
Bounce
Rate
SRP
Views
Time
on
Site
IMPROVE FRONT-LINE READY PROCESS
72 Hours
1 Day
$700
Shop - Photos - Online
Reduce Recon Time
Average Recon Cost Target
EasierTrades
CREATIVE INVENTORY SOURCING
ACV, Backlot, Eblock, TradeRev
Better Trade-in Campaigns
Mobile Trade-in Appraisal
Crowdsource Vehicles
OnlineAuctions
LocateSquad
SmartAds
STRICT AGING POLICY & PROCESSES
Move FastEliminate wholesale losses
get marketing support
50% over 30 DaysPRO TIP: Target 80%
Under 30 days!
% aged over 90 days?
Sell All in 45 DaysPRO TIP: Sell all in 30 days!
Compare ROIMeasure gross/net profit
on vehicles sold <30 days
to >30
No bad history 45/75/90
days
VehicleDemand
Time toSale
Front-endGross
TotalUnitsPhysical/
Online
DISCIPLINED ACQUISITION STRATEGY
Condition Charge-backs Activity Tracking Total Bought PVR Days to Sale Trade-ins
AUTOMATEDMERCHANDISING
Pr i ces
Pa y m en t s
S a v i n gs
F eat u res
CTA s
D i sc l osu res
BODY STYLE LANDING PAGES
Peopl e sh op
di f f e ren t l y !
BRAND SPECIFIC LANDING PAGES
M ore oppor t u n i t i e s t o
m a t ch i n t en t !
OWN THE BEST REAL ESTATE
• M a t ch i n t en t
• 167k sea rch es/m o
• Tech n i ca l S E O
Action Items
16 Questions to Ask Your PPC Vendor Checklist
FREE Dealer Teamwork Google Analytics Audit
✓ Overview of spend
✓ Current performance
✓ Opportunities for improvement
Add your GA account [email protected]
