Shaker Auto Group Customer Survey 2008
14
Aware Leads Appoin ts Shows Sales Servic e Sales Team Internet Coordinator Team Internet Sales Department recommendations, loyal customers Sales Manager, Service Manager General Manager Send out right message to the right person at the right time. Build up trustworthy relationship with customers.
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A marketing research project I did for Wellesley Mazda in 2008
Transcript of Shaker Auto Group Customer Survey 2008
Aware Leads Appoints Shows Sales Service
Sales TeamInternet Coordinator Team
Internet Sales Department
recommendations, loyal customers
Sales Manager, Service Manager
General Manager
Send out right message to the right person at the right time.
Build up trustworthy relationship with customers.
Aware Leads Appoints Shows Sales
Where did you hear of us?
Drive more leads
Source of leads:Our websites ( SEO/PPC, Website Review)•Manufacturer website•Location•3rd Party Sites
Execution:
Our coordinators/sales people ask every customer this question, if they say internet we should drill down deeper.
Q1: study the close rate for each source.
Aware Leads Appoints Shows Sales
Why make appointments?
Why didn’t you make an appointment?
Schedule More Appointments
Execution:
Analyze our step in this process.Ask customers why they drop out? • Not interested?• Consider other dealers?
Q1: study our phone scripts, interview customers, coordinators
Aware Leads Appoints Shows Sales
Why didn’t you show up?
What motivates you to show up?
Land More Appointments
Execution:
ISM involvedPriceConfirm Appointments
Aware Leads Appoints Shows Sales
What’s your experience?
Why didn’t complete the
sales?-sales?
-location?
Close More Deals
Aware Leads Appoints Shows Sales
What’s the percentage of this
situation?
Close More Deals
Business Goals
• Which are the most effective key words for Nissan/Mazda? (meeting with Jennifer Rick)
• A website review for both sites. Send emails to those customers.
• Check out business model of competitors (Sophi)• Who are the defectors? Why? How do we win
them back? (if you wouldn’t mind being called, )• Drive more potential buyers down the funnel!
Monthly Sales-Internet Leads
Jan Feb Mar Apr May Jun Jul
2007 459 483 521 549 590 525 654
2008 564 587 672 631 659 584 637
50
150
250
350
450
550
650
750
20072008Le
ads
+37.2%
Monthly Sales-Internet Sales
Jan Feb Mar Apr May Jun Jul
2007 23 36 44 29 57 53 49
2008 46 45 58 52 68 63 52
5
15
25
35
45
55
65
75
20072008Sa
les
+18.2%
2007.07 2008.070
100
200
300
400
500
600
700
352262
302375
July,2008 Internet Leads
NissanMazda
Lead
s
Wellesley Mazda-Aug,2008
54%
28%
10%
7%
1%
Source-breakdown
internet location repeat customerrecommendation TV/Print Ads
Wellesley Mazda-Aug,2008
24%
29%10%
37%
Internet source breakdown
3rd-party website mazdausa.com dealer website General internet
Dec Jan Feb Mar Apr May Jun Jul Aug0
5000
10000
15000
20000
25000
30000
35000
Monthly Page Viewed
NissanMazda
