Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
The 3 Primary Elements of a
Successful Internet Department
and
the 5 Keys to Creating a Profitable
Lead Management Process
Who’s DealerKnows?
DealerKnows: Joe Webb
Wine 101:
DealerKnows: Fundamentals
Understanding Wine
Increases
Your Internet Sales
DealerKnows: Fundamentals
It takes more than grapes.
Understanding
Training
Practice
Passion
DealerKnows: Lead Management
Three variables:
Wine Growing
=
Managing Leads
Terroir.
DealerKnows: Lead Management
Know your environment.
DealerKnows: Lead Management
Grapes and grape skins.
A Mix of Varietals:
Leads
Technology
Websites
Online Content
DealerKnows: Lead Management
Barrels or tanks.
Where People
and
Processes Ferment
Barrels or tanks.
DealerKnows: Lead Management
Where People and Processes Ferment
Don’t stop when you’ve made the wine.
Vintages can turn out bad.
What’s important?
DealerKnows: Lead Management
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.
DealerKnows: Process
Breathe in their
online presence
and prepare
the response.
Taste.
DealerKnows: Process
Partake the lead and Respond
Balance/Texture.
Using multiple mediums?
Eliciting positive responses?
Follow-up strategy?
Multiple topics?
Overcoming objections?
Building value?
Confirming appointments?
DealerKnows: Process
•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 Shop
2. Auto-response
3. Timing
4. Email Strategy
5. Sell Yourself
6. 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.
step
DealerKnows: Follow-Up
Mystery Shop.
stepCall Preceding Email:
Shared Price Information:
Shared Multiple Vehicle Options:
Phone Reliance:
Email Reliance:
Inclusion of Sales: Representative Picture
DealerKnows: Follow-Up
Mystery Shop.
Average Response Time:
Total Response: 94.55%
Phone:
Email:
5:26
5:11
step
DealerKnows: Follow-Up
Auto: 83.64%
1 min. (median)
Email provided multiple optio20%
32.7%
Auto-response usage:
Auto-response time:
Auto-response reliance:
Default auto-response
usage:
Auto-response.
step
DealerKnows: Follow-Up
Auto-responders:
step Elicit Contact
or
Build ValueIf they don’t, TURN THEM OFF!
DealerKnows: Follow-Up
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 personal
picture:
step
DealerKnows: Follow-Up
Called Before Emailing: 34.55%
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:
step
DealerKnows: Follow-Up
Email Philosophy.
stepProvide MSRP
Competitive 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
DealerKnows: Follow-Up
Process methodology.
1st Email: Give them what they asked
for with additional options
2nd Email: Sell yourself right away
with personal picture/video
message
3rd 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
step
DealerKnows: Follow-Up
Mystery shop results:
step
DealerKnows: Follow-Up
Called Before Emailing: 36.36%
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.
step
DealerKnows: Follow-Up
Monitor
Police
Measure
DealerKnows: Thanks
Joe WebbPresident and Founder
DealerKnows Consulting
DealerKnows.comVirtualDealerTraining.com
847-456-5130
Twitter/zonewebb
LinkedIn/josephwebb