October 13th-15th, 2013The Bellagio Hotel, Las Vegas

Winning the Battle for Higher Show Rates

Jeff Kershner – Founder, DealerRefresh

Ryan Leslie – Director of Dealer Experience, DealerRater.com

Pretend for just a second this actually happened…

How would this make you feel about us?

How would this make you feel about DSES?

Pretend for just a second this actually happened…

How would this make you feel about us?

How would this affect your experience at DSES?

Agenda

• 200 “Real” Reviews in 200 days• “Mobile” means more than your website • Avoid consumers “showrooming” your ass• “Showrooming” isn’t always bad news

200 “Real” Reviews in 200 Days

We all know reviews are important to consumers, right?

200 “Real” Reviews in 200 Days

After this, there is no turning back.

… You take the blue pill - the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill - you stay in Wonderland and I show you how deep the

rabbit-hole goes.

After this, there is no turning back.“Real” Reviews are the result of“Real” Consumer Experiences

•“Reputation Management” is Bull...logna!

•“Online Reputation Management” is a Fallacy!

•Authenticity Rules!

Sep 30, 2013 - New York Sues 19 Companies for Fake Reviews. Recently, review sites and state attorneys general have begun to crack down on fake reviews ..

Aug 28, 2013 - In a lawsuit a month ago, Edmunds accused Texas-based Humankind Design Ltd. of registering nearly 2,200 fake member accounts

Sep 17, 2013 - Yelp is suing a San Diego law firm for allegedly seeding its Yelp page with “fake reviews” from non-existent clients. Julian McMillan, who owns ...

“Astroturfing” in the news

• Ask EVERY breathing person that walks through your door for a review…– Resist the temptation to “cherry pick” the

positives– Resist technology options that “automatically”

skew positively on 3rd party sites

• Blow Up your Silos– Review Collection isn’t just for sales

• Consumer interest in Service Reviews is growing

Blow up your silos!

Sales FinanceService

Replace with Your Contact Information or DELETE

Google Trends shows increased interest in service reviews…and climbing!

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Reputation is as important to Service as Sales-The Stats

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13,702 x 50% = 6851

6851 x 50% = 3425

3425 x 50% = 1712

1712 x 50% = 856856 x 50% = 428428 x 50% = 214214 x 50% = 107

How many times do I need to cut it in half?

ReviewAbsorption

Rate

ReviewAbsorption

Rate

Service Reviews need to be on your

radar!

•More Opportunities•More Frequency•Growing Interest•Early Adoption

High Fives Are FREE…Give Them FREELY!

CA$H ATTN

CA$H ATTN

•Bottom Up Solution•Stupid Easy•Quick Fix;Low Effort•Low Impact on CX•Short Term Payoff

•Top Down Solution•Requires Planning•Requires Intention•High Impact on CX•Culture Change

Behavior Modification

K.I.S.S.•Read reviews in meetings•Post reviews in Breakroom•Email to “all” to recognize excellence from GM or DP•Best review of the week rewards•No Lot duties•Eat first on Saturday

Put the “ME” in TEAMStrategies to involve your team in

your reputation

Replace with Your Contact Information or DELETE

Reviews Differentiate

The Best fromThe Rest!

Megan BartoInternet Director

Merchandise your Employees

• Teach them to be their own brand• Embrace the competitiveness on your floor

and in your drive• Every Review for them is a review for you!• Use Mobile to leverage differentiation

between them and their competitors!– Cars.com mobile shoppers are 184% more likely to

read Dealer Reviews than desktop users.– 25% of DealerRater traffic is Mobile

Brave New Digital World

120 million owners

50 million owners

Everyone is now connected

Even Great Nan-Nan Kershner

MOBILE = Website / App

MOBILE Communication

• Text / Chat• Email • Video

MOBILE Text• 8 trillion text messages will be sent this year

• 91% of U.S. consumers have their cell phones within arms reach 24/7 - MobileFuture.org

• 97% of all Text Messages are Opened - Pew Research

• 83% Within the 1st Hour of Receipt - Pew Research

Text in Service

Text in Service

Responsive Email Design

Responsive Email Design

Responsive Email Design

What we usually send

Email Statistics by Mobile

47% of emails are read on a mobile device, yet emails are designed for desktop. Making text hard to read and images hard to see.

Studies find that consumers are looking at their mobile device 150 times a day.

of people delete emails if they don’t look good on their mobile device.

Mobile Video Statistics

• Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. - Bytemobile Mobile Analytics Report

• 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. - Invodo

• Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. - NPD

Authntk WalkAround Video

Text + Personal Video

Google Hangout Video

Showrooming

What is Showrooming?

Showrooming is the practice of examining merchandise in a traditional brick and mortar retailer while cross shopping online (by mobile) to research a lower price or inventory.

ShowroomingProtect your ass…

…from showrooming!

Showrooming Statistics

Showrooming

What causes Showrooming?

• Lost trust in the dealership or sales professional due to experience.

• Looking for something else – options, colors, trim, specials.

• Leaving the customer alone too long (back n forth between the sales tower and sales desk).

Showrooming My Ford Fusion

Leave’m alone, they’ll be on their phone!

Involvement

Showrooming

Keep people from shoowrooming?Traditional processes will help keep a customer from showrooming

• Give the customer some digital actives on their own device or supply them one - CarStory

• Offer options – Pricing, Models and Trim

• Find a process to reduce alone time – reduce back and forth between sales tower and consumer during negations

ShowroomingNot everybody protects their ass…

…from showrooming! Think L.E.A.D.S.

Listen,

Engage

And

Differentiate,

Sell!

Listen,

Engage

And

Differentiate,

Sell!

You won’t hear this at the Bus stop!

Employ Technology to Listen

Highly Unreliable since Google sent Google Reader to the “Google Graveyard”

There are better FREE options!

Employ Technology to Listen

Employ Technology to Listen

Employ Technology to Listen

* Real Time without a subscription, just pull at will.

Employ Technology to Listen

*nearly ever vendor offers a paid tool too if you’d prefer to work with a vendor.

Listen,

Engage

And

Differentiate,

Sell!

Listen,

Engage

And

Differentiate,

Sell!

Listen,

Engage

And

Differentiate,

Sell!

Listen,

Engage

And

Differentiate,

Sell!

Listen,

Engage

And

Differentiate,

Sell!

What’s the point?

• CX is IMPORTANT…• Are your Silos in Sync?

• Who’s Championing your Consumer’s Experience across all Silos?

October 13th-15th, 2013The Bellagio Hotel, Las Vegas

Questions?

Jeff Kershner – Founder, DealerRefresh

Ryan Leslie – Director of Dealer Experience, DealerRater.com

P.S.