DealerTalk Webinar - Online Sales Techniques

ONLINE AUTOMOTIVE SALES TECHNIQUES

Guest Presenter:

Stuart Bendall

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• Follow @ryan_dealergeek for future webinar updates

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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most

adaptable to change.”

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WHO AM I?

• Stuart Bendall• Director of Training Strathcom

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Why & how do we buy stuff?

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Guy buys the car, very happy = you make dough.

This is the second moment of truth

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Then someone went and invented the internet.

Then someone went and invented the Internet.

YouAre here

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And things would never be the same

again.

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The Internet changed the rulebook

When consumers hear about a product today, their first reaction is: ‘Let me search online for it.’ And so, they go on a journey of discovery about a product, a service, an issue, an opportunity.

“Today you are not behind your competition. You are not behind the technology. You are behind your customer.”

– Rishar Tobaccowala

Chief Strategy & Innovation Officer VivaKi

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Now we have an extra step…

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This is happening now

It is not on its way

It is here and has been for quite some time

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Blockbuster Video had hundreds of stores across 17 countries

With a net worth of nearly nine billion dollars.

Blockbuster did not embrace a web-based business quickly enough and was declared bankrupt in April 2011.

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Netflix revenue rose 39% from 2010 to 2011, with a current net worth of 3.6 billion dollars.

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97%of potential car buyers

research online before stepping foot in a dealership.

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So what does that mean to you guys and girls?

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Is there a need for sales people?

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Is there a need for sales people?

Absolutely YES!We will not be replaced by machines!

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Press hard, the third copy is yours.

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Buyers are still looking for a

PERSONfrom which to buy a vehicle

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ARE YOU WILLING TO CHANGE?

• “I’ve been doing this 25 years!”

• “We’re busy enough”

• “I don’t think the boss will go for it”

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Strathcom’s and my aim today is:

To help buyers meet you by using real lead cultivation techniques;

Bringing qualified and genuine buyers to your desk, prepared, educated,

And ready to buy.

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We will help you get buyers from here…

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Sorry, WTF is Doc Fee?

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Dealership x 2

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Actual showroom = 100

Digital Showroom = 2500

A good showroom ratio of amount of people looking for a vehicle

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Today’s Online Automotive Sales Techniques

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The honey do list

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• I will send you the templates for the emails if you would like

stuart@strathcom.com

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Dealership x 2

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Actual showroom = 100

Digital Showroom = 2500

A good showroom ratio of amount of people looking for a vehicle

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emails Phone ups

Walk ins

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Give the people what they want

share of a purchaser’s time six months prior to purchase

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Learn More

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Just sell me a car! Please. I need a car!

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whoops

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Truly awful

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These were not hard to find and are very typical

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So what should it look like?

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Learn More

Your online showroom

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Pictures are THE most important part of your

website.

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If there are no pictures of the cars, most

buyers will not look at anything else.

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You get the idea…

Frequently Asked Questions

How many pictures should there be?

What should the pictures be of?

Should they be inside or outside?

What camera should we use?

Do I show any imperfections?

Do I take pictures of the underneath?

How many of the interior and how many exterior?

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Use common sense

If it has a boring interior don’t take pictures of it

If it has an amazing exterior take loads of pictures of it

Always show the tire tread, always show the odometer, take a picture of the sunroof, take a picture of the transmission, this will stop you wasting time as it’s something often overlooked in the ‘specs’

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Use common sense

Close all doors when you’re taking pictures so there are no warning lights or exclamation marks lit up.

Make sure it has gas when pictures are taken of the dash, so that there are no orange lights or warning lights on.

DON’T UPLOAD PICTURES OF ANY WARNING LIGHTS

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More picture tips

Make sure the car is clean

Show selling points, just as you would in person

If it has a Bose stereo take a picture of the Bose logo, if it has a Pontiac stock stereo do not do that.

Take pictures of owners manuals, keys, remote starters, spare rims and tires anything to make you look better than ‘the next man’

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Make the photos relevant to the buyer

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Photo Dos & Don’ts

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• There are some extreme examples here

• But attention to detail is key

• Please ensure that you are doing the very best that you can to ensure potential cu$tomer$ see your inventory in the best light

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Strathcom’s lot cappture

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And once again think about how YOU react to

other situations.

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But the single most important ‘picture fact’…

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Is the speed of which you post them online.

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• do you have a process and a timeline

• Is the service department aware of this timeline

• Are your recon crew aware that the clock is ticking

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Every day pictures are not online is another day that

unit will not be viewed.

There is a direct correlation between days in stock and days without pictures.

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NO Excuses

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You might have to do some work!

What a bizarre concept!

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This stuff makes a difference. Don’t do it

because I said so. Do it because

it is how you sell cars now

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Uploading well-taken, relevant photos with a sense of urgency

will increase how much you get paid.

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Learn More

Your online walk-around

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From where do we get our inspiration?

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These guys aren’t doing too badly…

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130,000 ads listed daily (2 new ads every second)

Close to 1 billion page views per month and three times more car shoppers than AutoTrader

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Private sellers only have one car to sell so spend time with their description.

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Private sale description

2010 Volkswagen Passat Wagon Comfort line:We are selling our peppy, fun to drive, extremely comfortable 2010 VW Passat Wagon - 5 doors.

The last of it's kind. The new Passat does not come in a wagon body type and this only one is currently the only one available in western Canada. We are now a family of five and although we made it work for the first year it is now getting quite squishy with 3 car seats and we needed to move into a mini van which is the only reason we are selling the vehicle. It was purchased in May of 2010 and has been mainly lady driven. It's a very roomy vehicle, tonnes of trunk space, leatherette interior, power sunroof, CD, hands-free Bluetooth, touch screen audio, outdoor temp display, traction control, ABS, power windows, power locks, leather wrapped steering wheel with audio controls, cruise control, heated seats and side mirrors, the VW Passat interior pant saver mats are included. The options this vehicle has is endless and more info can be found here:

We are quite firm on the price so no low ballers and serious inquiries only. Thanks.

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Follow the leaders in online sales. These guys have

invested billions in research to find out what works.

#dealertalkLet’s back up a little bit

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And the description is…

Everything about this Sharp LE735U series LED TV is big. From its 70" display size to the 240Hz refresh rate and Full HD 3D capability, it's designed to deliver nothing short of amazing every time you turn it on. And with built-in Wi-Fi and USB connectivity, you'll be able to do more than simply watch TV.

Sharp's proprietary quad pixel technology adds a fourth colour, yellow, to the traditional RGB pixel format, enabling many colours to be displayed for the first time. Featuring more colours than any other television, see never-before-seen colours like sparkling golds, Caribbean blues and sunflower yellows.The proprietary AQUOS Full Array LED system comprised of the X-Gen LCD panel and Ultra Brilliant LED enables an incredible dynamic contrast ratio of 8,000,000:1 and picture quality that is second to none. 240Hz Fine Motion Enhanced virtually eliminates blur motor artifacts in fast-moving video. The LE735U series is fully featured, including the addition of Netflix streaming video, Cinema Now capability along with the industry's leading online support system, AQUOS Advantage sm Live. With built-in Wi-Fi connection to AQUOS Net is easier than ever. Dual USB media players for portable video/music player are also included for your convenience.

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IF YOU WENT TO A RESTAURANT

Some meatSome potatoesSome vegetablesCookedOn a plate

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Or how about….

• Blue Cheese Filet. Our filet mignon wrapped in applewood smoked bacon and grilled to your liking. Covered in a Bleu cheese crust, served golden brown and sprinkled with roasted garlic cloves. Served with twice baked potatoes, seasonal steamed vegetables drizzled in butter and cracked pepper.

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So let’s try again.

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And…….

• Average time on site nearly five minutes

• Bounce rate 16%

• Turn their used vehicles nearly 100% every month

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ADVERTISE DIFFERENTLY DEPENDING ON THE TIME OF YEAR

• 2009 Ford Escape. This local one owner SUV has been very well maintained here at our dealership and was reluctantly traded due to the previous owners growing family. It equipped with comfortable, heated leather seats, a block heater, winter tires, all wheel drive and has Ford’s award winning traction control system. This one has 3M hood protection, winter floor mats and a two way remote starter for those chilly mornings!.............

• 2009 Ford Escape. This local one owner SUV has been very maintained here at our dealership and was reluctantly traded due to the previous owners growing family. It is equipped with a panoramic sunroof, air conditioned seats and rear ac control, huge cargo space for those weekend camping trips and is rated for the best highway gas mileage in it’s class………..

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**WRITING IN**

~~~~CAPITAL LETTERS~~~~

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Have you ever read a book that was entirely capital letters?

• Menus• Vacation descriptions• New home descriptions• TV listings• Newspaper editorials

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Picture the scene….

~~GREAT!!!!!!! AWESOME*…….HOUSE! A KITCHEN AND BATHROOM………

~~~~~~~AMAZING VALUE~~~~~~~ ****GREAT TIME TO BUY****THREE BEDROOMS!!!! WITH LOTS OF ROOM FOR YOUR KIDS TO PLAY. CALL US ASAP

FOR THE BEST RATES!!!!!!!!!!!!!!!!!!!!!!! *awesome is our opinion. You may not think it’s awesome

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Capital letters?

Why don’t we stop ‘doing our own thing’ and align our professionalism with the rest of the English speaking world?

FULLY LOADED WITHTONS OFO PTIONS LIKE NAVIGATION, LEATHER, HEATED SEATS AND ALL POWER OPTIONS. ABSOLUTELY EMMACULATE AND EVEN COMES WITH 3M PROTECTION. UP TO 50 MPG. QUALITY INSPECTED INSIDE AND OUT. ACCIDENTS FREE. COMES WITH THE BALANCE OF FACTORY COMPREHENSIVE WARRANTY UP TO 100000 KM.

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~~STILL~~ ~~DON’T~~ ~AGREE ?~

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Full Load or Fully Loaded X

Immaculate X

Like New X

Pristine X

Female Driven X

Base model X

WHAT NOT TO WRITE

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Well maintained

Well cared for

Very clean

Non Smoker

Low kilometers

Economical

Spacious

WHAT IS GOOD TO SAY

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Call for price? WRONG WRONG WRONG WRONG

19,998

$41,888

Treat your customers with respect

SOME FOOD FOR THOUGHT

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Pricing

BLOWOUT!$41,888

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Pricing

$42,000

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ALSO, A PAGE FROM PRIVATE SELLERS

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Pricing

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YOUR IN STORE PROCESS

• Be honest when you quote prices in person

• Customers often test you

• You will lose them in a second if you quote them higher than online

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Cost effective

Relevant, timely & fresh

Maintainable, able to uphold with relative ease whilst being conducive to morale and productivity

ADVERTISING MUST BES

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Able to maintain with relative ease.

Conducive to morale and productivity.

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Websites are as powerful as the information you put on them.

#dealertalkLets say 100 people came here……..

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They will leave and go to this place

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Descriptions, stories, bios, auto-biography, history,

chronicle, spiel, yarn, scoop, parable, fairy tale, recital, bulletin,

report, myth, feature, editorial, narration, fable.

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It doesn’t matter what you call them,

they just need to be there.

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You can decide if it is you that they’re looking at.

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You will have to do some work!

What a bizarre concept!

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any questions?

stuart@strathcom.com

DealerTalk Webinar - Online Sales Techniques

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