Simple Ways to Maximize the Potential of Your CRM Peter Ord

Transcription

1 Simple Ways to Maximize the Potential of Your CRM Peter Ord Director of Business Development DealerSocket

2 Moderator Becky Ross Marketing Manager (303)

3 Presenter Peter Ord Director of Business Development DealerSocket Office: ext. 211

4 Questions QUESTIONS If you have questions during the presentation, please submit them using the Questions feature Questions will be answered at the end of the webinar

5 TK Carsites Social Networks Chat with us during the Webinar on #DealerWeb

6 SIMPLE WAYS TO MANAGE THE POTENTIAL OF YOUR CRM 2013 PRESENTED BY: PETER ORD DIRECTOR OF BUSINESS DEVELOPMENT DEALERSOCKET CRM

7 SMART PROCESSES [ DRIVE ] SMART RESULTS.

8 PETER ORD [ DIRECTOR OF BUSINESS DEVELOPMENT ] 9 YEARS WITH THE COMPANY

9 THE GAME [ RELEVANCE ] BUILDING YOUR CUSTOMER FOR LIFE PROCESS IS A GAME OF HOW RELEVANT YOU CAN BE

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12 DEFINITION OF CRM [ THE 3 R S] RIGHT TIME RIGHT MESSAGE RIGHT PERSON

13 YOUR DEALERSHIP When someone comes to your dealership through the internet, phones, or doors What processes do you have in place to KNOW and UNDERSTAND who your customers are?

14 YOUR DEALERSHIP PROCESSES INTERNET PHONE WALK IN

15 APPT. MANAGEMENT 80% of your leads are coming through the phone or the internet That means that 80% of your success is dependent on your stores ability to create appointments

16 Appointment Management Scheduled vs. Confirmed Created vs. Next 72 Hours Phone Calls Made vs. Created s Out vs. s In

17 [ SMART ] INTERNET PROCESSES

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19 1. Routing -Getting the right lead to the right person is pivotal to creating a successful strategy in your internet department

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21 2. Response Time -First response type matters!

22 2. Response Time -First response type matters!

23 2. Response Time -Response time doesn t only apply to Webleads

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25 High Volume Import Dealer 3. Status Driven Campaigns -A coordinated effort Old Process New Process Auto Responder Immediate phone/ Next day phone/ 5 day phone/

26 Follow Up Campaigns

27 Stop Statuses Improve ROI

28 4. Templates and Follow Up

29 4. Templates and Follow Up Subject Line Consistent Format Develop Template Optimized for Mobile Devices

30 4. Templates and Follow Up

31 4. Templates and Follow Up

32 4. Templates and Follow Up YouTube Integration Introduced You can be more effective using 3 rd party endorsements through leveraging qualified media (edmunds, motortrend ) The more Viral the video the more meaningful to the customers Personalize your walk arounds by sending them via

33 4. Templates and Follow Up YouTube Integration Introduced You can be more effective using 3 rd party endorsements through leveraging qualified media (edmunds, motortrend ) The more Viral the video the more meaningful to the customers Personalize your walk arounds by sending them via

34 SMART INTERNET [ PROCESS] 1. Routing Get the lead to the right person 2. Response Time Like it or not this matters! 3. Strategy A coordinated effort saves time and money 4. Collateral / Content How would you like to be followed up with?

35 [ SMART ] PHONE PROCESSES

36 What is Really Happening on the Phones Following statistics are based off of a study covering a two month period, 1,956,624 calls and 346 dealerships. 39% of leads driven to a dealership are left stranded on the phone Most of the 39% were callers asking for a specific person Out of the 61% of calls that did get to talk to someone only 6% of the calls included an attempt to set an appt.

37 Time it takes to get a qualified rep 67% of online shoppers will call for any purchase greater than $100 (atg/oracle survey) Imagine how that percentile is affected for big ticket items Dealerships should be managing true connection time (time it takes for caller to be connected to qualified agent). 20 seconds should be the benchmark

38 Questions to ask yourself What are you doing to make sure that you convert those phone leads that you fight so hard for and spend so much on? Are you investing in call tracking products to give you visibility into sometimes scary reality at your store? What happens at your store when someone calls for steve but steve isn t there?

39 Information Capture on Phone Ups Click trail Referring source Recent Phone Call Activity CID Information Rep that handled the call GeoTracking

40 SMART PHONE [ PROCESS] Are phone ups as valuable as internet leads at your store? Do we ask for the appointment when we get the phone to ring? What s more important an inbound call or an outbound call?

41 [ SMART ] WALK-IN PROCESSES

42 Information Capture and how the buying experience is changing 1. Manual 2. Reverse Phone Lookup 3. DL Scanner 4. THE FUTURE IS NOW (Mobile)

43 Nordstroms vs. Macey s Apple vs. Your Dealership People feel more comfortable giving you information when you are standing with them and not behind a computer.

44 Benefits of Capturing Information w/ a Mobile Device - % Increase in Confirmed Appt. 31% - % Increase in Appointments Opened 16% - % Increase in Store Visits 15% - % Increase in Demo 19% - % Increase in Sold 16% - % Increase in Fresh Ups being logged 39%

45 Manage Quality and Quantity of Information Capture cell #, home #, , Trade, source, notes

46 Tracking the Guy in the Red Shirt

47 Tracking the Guy in the Red Shirt

48 Prospective Trades Use your CRM to make Two Deals out of One Your CRM should REVEAL OPPORTUNITIES

49 SMART WALK-IN [ PROCESS] 1. Capturing information more efficiently 2. Tracking Quantity and Quality of Data 3. Tracking the Ups that aren t entered (Unconverted Up) 4. Making two deals out of one by insuring that Trades are captured

50 [ SMART ] CUSTOMER LIFECYCLE

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52 FINDING THE RIGHT CUSTOMERS Which Customers Are Best? Closing Gross CSI Ad Spend Repeat 60% High High 5% Internet Up 40% Low High 15% Phone Up 20% Low Average 10% Be-back 30% Low Low 0% Fresh Up 10% Average Average 70%

53 Consistent Processes Creates Consistent Sales/Service Business which Creates Manageable Pipelines ENTER TEXT HERE

54 The Most Valuable Customer is your Repeat Customer Tom s #1 problem with his inventory is moving his 90 day units Answer: Trades turn faster, Auction cars turn slower Tom Solution: Market to your existing customer base more efficiently Matt s #1 problem with his inventory is that he needs to Get more trades that he can retail. Matt 72% of appraisals buy a car in 3 days Tim Deese With a history there is no Mystery!!! Tim Deese

55 Targeted Campaigns at the RIGHT TIME High Dollar Amount RO w/ Purchase date over X years ago X months to Lease Renewal 18 Months to Finance Termination New model notification We Want your Trade Customer w/ Equity New Vehicle Incentives

56 adar Cars Mike Margas Delray Honda 006a

57 SMART Lifecycle [ PROCESS] 1. Drip vs. Pour Lists are your testing ground 2. Repeat Customers are your most valuable customers 3. A coordinated / Relevant Approach 4. Radar Cars with a History there is NO Mystery!

58 THANK YOU Questions?