Your Road to the Sale is Broken

Your Road to the Sale is BrokenJoe Webb and Mark Stringfellow

Joe Webb | DealerKnows Consulting | President | joe@dealerknows.com

Mark Stringfellow | The Next Up | Vice President | mstringfellow@thenextup.com

Twitter: #DD18 #RoadRage

Your Road to the Sale is Broken!

Digital Dealer 18: Presentation

Who is Joe Webb?

Twitter: @zonewebbRoad to the Sale: DealerKnows

Who is Mark Stringfellow?

Twitter: @mjstringfellowRoad to the Sale: The Next Up

A couple quick questions.

Road to the Sale: Audience

Phase shifting.

Road to the Sale: Consumer Journey

Online research.

Automotive Shopping

SUV Luxury SedanOnline

In-store

Road to the Sale: Consumer Journey

Observational.

Road to the Sale: Website

Is your website broken?

Be a library… and a vault.

\Road to the Sale: Website

VDP to Form Field Submission.

Be who you are and not who you want to be.

Road to the Sale Online Process

1.Meet and greet 2.Needs analysis 3.Selecting the vehicle 4.Product presentation 5.Trade-In evaluation 6.Credit Approval 7.Ask for the business 8.Present the figures 9.Negotiation 10.Make the Sale 11.Delivery

1.Meet and greet 2.Needs analysis 3.Selecting the vehicle 4.Product presentation 5.Trade-In evaluation 6.Online Credit App 7.View transparent pricing 8.Ask for the appointment 9.Make the appointment 10.Confirm the appointment

What’s your road?

Road to the Sale: Showroom

Create a fake, but believable, email address

Make up a fake, but believable, name

Mystery Shop your store

Do it TODAY

Road to the Sale: Lead Management

Mystery shop.

What to look for.

1. Timing2. Content3. Value4. Engagement5. Effort6. Results

Timing

Was their email response back to the customer within 1 hour during normal business hours? Did the ISM call the customer within 1 hour?

Time Phone Email

Within 1 Hour: Within 1-4 Hours:

Over 4 Hours: Not at All:

68.34% 15.39%

9.76%6.49%

83.85% 9.05% 3.55% 3.53%

Timing:

Answers:

Question(s):

*Based on over 12,000 leads

Content

Did the ISM send out a Manual/Personal Response template?

Is there a personal value-proposition template being sent/firing?

18% didn’t bother sending a personal response. 39% didn’t feel it was important enough to send a personal value proposition email.

Content:

Answers:

Question(s):

•Why Buy from Me/Us•Trade Evaluation•Manager Surveys•eBrochures•Get Approved•Special Incentive Changes•Customer Testimonials•Video from ISM•Email/Video from GM•Third-Party Recommendations or Awards

•Pictures/Video/eBrochure of Vehicle of Interest

Build valuable email templates.

Did the ISM include multiple price quote options on new?

Did the ISM confirm a price on the used vehicle?

11.25% only sent one price on a new vehicle. 21.14% sent nothing.30.20% didn’t confirm price on a used vehicle(!).

Value:

Answers:

Question(s):

Engagement

•Still Interested?

•Have you bought yet?

•Still in the market?

•Haven’t heard from youin 2 weeks...

Same ole’, same ole’...

Create an auto-responder that works.

•Elicit Contact •Build ValueIf�� they�� don’t�� TURN�� THEM�� OFF!

Did the customer respond back to the auto-responder?

Was the first manual email sent prior to the first outbound call?

91.85% didn’t respond to the auto-responder. 14.27% called the customer first, ignoring the customer’s preferred method of contact.

Engagement:

Answers:

Question(s):

Auto-responder performance:

Ours Dealer/OEM/CRM

Email the customer basic information before you call them to show you’re listening.

Pay attention.

If the customer asked a specific question, did the ISM answer it in the email?

Did the ISM ask questions via email (in an attempt to open dialogue)?

7.23% ignored customer questions.15.06% of the emails were monologues.

Engagement:

Answers:

Question(s):

Effort

Effort:

If the ISM didn't reach the customer during their first phone try, was a second call attempted on Day 1?

62.48% were content with just making one phone call.

Answers:

Question(s):

Keep up or shut up.

Average Internet Lead Handler

Graded:

4 Calls Over 9 Days

Results

Was there an appointment set on the phone or through email?

If appointment was set, was there an appointment confirmation email or call?

90.16% of the leads had no set appointment in the CRM. 35.78% of the appointments did not receive a confirmation call or email.

Results:

Answers:

Question(s):

Require your salespeople to keep track of how many customers are in front of them every day, and how many appointments they’re setting for themselves.

Charting success.

How are the dealers trending?

DealerKnows: Results

Grades

9/24/11 11/25/12 1/27/14 4/1/15

Email Time

Not at All

Over 4 Hours

1-4 Hours

1 Hour or Less

9/24/11 11/25/12 1/27/14 4/1/15

DealerKnows: Results

Call Time

10/20/11 3/10/12 7/29/12 12/17/12

Not at All

Over 4 Hours

1-4 Hours

1 Hour or Less

20.00%

40.00%

60.00%

80.00%

5/14 10/14 11/14 12/14 1/15 2/15 3/15

Appointments Shown

Appointments Set

Road to the Sale: What to look for

•Source •Customer data •Auto-response •Speed of first manual response

•Email content quality •Consistency of phone calls •Ongoing email follow-up •Multiple contact mediums •Engagement from replies •Was contact made •Results of contact •Research/Purchase lifecycle •Scheduled tasks

Look Closely.

MonthFeb 15

TaskTeacher: Report Card

Total Grades

Team Chevy

Example Average

Dealership

Timing

First Email Response Time

100%Within 1 hour

0%1-4 hours

0%Over 4 hours

0%Not at all

100%First Email Prior to First Call

First Call Response Time

100%Within 1 hour

0%1-4 hours

0%Over 4 hours

0%Not at all

Content

100%First Manual Response was Personalized

ISM Included Multiple Prices on New

100%Yes0%

Just One

0%No Prices Given

100%ISM Confirmed Used Price

100%ISM Asked Engaging Questions Via Email

9%Value Proposition Shared

Engagement100%

ISM Answered Specific Question

82%ISM Spoke to Customer on Phone

Effort

71%Second Call Attempted on Day 1

100%Call Attempted in last 3 days

7Average Calls Logged

11 Days

Results

36%Appointment Set

100%If Appointment, Confirmation Performed

Performance breeds profit.

The “Road to the Sale” is dead.

Why make the drive?

Be a bridge.

Road to the Sale Online Process

1.Meet and greet 2.Needs analysis 3.Selecting the vehicle 4.Product presentation 5.Trade-In evaluation 6.Credit Approval 7.Ask for the business 8.Present the figures 9.Negotiation 10.Make the Sale 11.Delivery

1.Meet and greet 2.Needs analysis 3.Selecting the vehicle 4.Product presentation 5.Trade-In evaluation 6.Online Credit App 7.View transparent pricing 8.Ask for the appointment 9.Make the appointment 10.Confirm the appointment

What’s your road?

The calisthenics of a car sale.

Road to the Sale: The Process

Meet and Greet.

50% of Walk-Ins Are Not Logged.

If you have one, use it.

Road to the Sale: CRMs

Needs assessment inside the Meet and Greet.

• Have you had the opportunity to speak to anyone here before stopping in today?

• Have you had the chance to drive the [MODEL] in advance of coming in?

• What were you looking to accomplish during your visit?

• Have you had the chance to research this vehicle online, and, if so, which sites in particular?

• What first made this vehicle one to consider?

What type of up do you get?

Fresh Guest vs. Appointments

How many customers are coming into your Dealership?

What’s your Appointment to Walk-in Ratio?

What type of up do you get?

Based on 450 dealerships, the average appointment vs. fresh guest was 27%

What to look for.

1. Aim for an Appointment2. Test Drive3. Manager Introduction4. Write-up

The value of an appointment.

Appointment Closed at 47%

Test DriveWrite UpManager Intro

71% 64% 66% 45% 24% 52%

Up time vs Down time.

Fresh Guest: 1:10

Appointment: 2:30

Down Time: 5½ Hours

Keep up or shut up.

26 Websites+

14 Hours÷

5.5 Hours of Daily Down Time=

No Excuses

The ups you get vs. the ups you want.

What falls into your lap? (2 Ups x 20 Days) x 20% Close = 8 Deals

How to make your days better ((4 Appts x 20 Days) x 50% Show) x 50% Close = 20 Deals

The value of a test drive.

TEST DRIVE CONVERSION

Closing %Test Drive No Test Drive

Appointment

14% 29% 1% 47% 58% 8%

What is the perfect test drive?

Early manager introduction is essential.

Manager Introduction happens on average 53% of the time.

Closing %Manager Intro

14% 24% 47% 66%

A little game of Sit, Stand, Lean.

Road to the Sale: Improv

Managerial impact on a write up.

Managerial impact on a sale.

Write Up

TD/Manager

Manager Intro

Test Drive

Fresh Walk-in

Appointment

Roads? Where we’re going, we don’t need roads.

Process perfected.

Road to the Sale: Fin

Joe and Mark.

Contact Info

Full Name:

Company:

Job Title :

Email:

Joe Well

DealerKnows Consulting

President

joe@dealerknows.com

Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.

Mark Stringfellow

The Next Up

Vice President

mstringfellow@thenextup.com

Your Road to the Sale is Broken

Automotive

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