Use the Power of Your Data Inside Your Current Tools to Sell More Cars! & Second Part is What is Your Website Hiding?

Transcription

1 Use the Power of Your Data Inside Your Current Tools to Sell More Cars! & Second Part is What is Your Website Hiding? Sean Stapleton Chief Sales Officer VinSolutions Kendall Billman VP of Interactive Marketing

2 This is your Dealership How Do You Increase Revenue in 2012? with an informed and targeted approach using a system with all the tools you need

3 Inventory Where it all starts. Are you in control of your inventory? Time is money once you own the inventory. Easy, Efficient, Mobile inventory tools put you in complete control of your internet marketing destiny.

4 Inventory Best Practices Where it all starts. Inventory is it web ready for maximize exposure? Avoid stock photos Integrated camera system Video Try it! Window sticker integration with QR codes and printable Vehicle brochures Inventory, Pricing & Incentive alerts to your PDA Inventory search options (by age, profit, % of market, payment, etc.) Automatic price evaluations History report Carfax or AutoCheck integration

5 Inventory Dynamic Comments Where it all starts. Vehicle Comments Sell Cars! Dynamic comments are a must. Dynamic comments allow YOU to control the message that YOU know sells: Automatically comment each vehicle as inventory goes live Includes default comments (example) Lifetime oil change! (example) Lifetime car wash included Giving your dealership the: Ability to dynamically adjust the comments based on different time parameters Ability to adjust pricing Give your dealership added flexibility when it comes to managing unique inventories and ultimately optimize visibility of the comment in search engines as the comment changes.

6 Inventory Best Practices Where it all starts. Build Custom dashboards Dashboard reports showing things like age, % in the market, water reports & more Re-book the cars every 7 days The markets are changing rapidly! Easily identify inventory having most leads (ebay, AutoTrader, Website and Test Drive)

7 Inventory Best Practices What can it tell you? Build Custom dashboards Dashboard reports showing things like age, % in the market, water reports & more Re-book the cars every 7 days The markets are changing rapidly! Easily identify inventory having most leads (ebay, AutoTrader, Website and Test Drive)

8 How do you price your units today? Are you burning more units today than in the past? Do you have a pricing strategy or plan today? Does the price change on the 45 th day? Is it easy to change prices on your units today? How old is your inventory? What are your turn goals?

9 A pricing analysis tool that integrates directly with all facets of your other products is key. Market pricing lets you compare your inventory to your competitors inventory, and integrates vital information that answers a fundamental question in the car business: Before I get into a car, how do I get out? You need insight on what current customers want and how they relate to the data in the form of prospects and sales history on the vehicle in question. Every car dealer needs a market pricing tool.

10 ILM Work Smarter Do you have customized ILM processes per lead source? Why is it important? How well do you manage your leads? Speed counts! Do you know if your sales team is following up with your leads? Can you track it? What do you do with your lost leads?

11 ILM Work Smarter How well do you manage your leads? Sales success depends on effective lead and customer management, along with the optimization of lead flow across your Sales and Internet Departments. You must be able to easily track prospect inquiries and seamlessly route qualified leads to the right Sales Representative. Your Sales Teams need instant access to all prospects and leads so that they are not dropped or lost. Your dealer solution should offer a low-cost, easy-to-use Internet Lead Management system that lets any size automotive dealership manage staff, leads and processes with the click of a button.

12 ILM Must Have Features Work Smarter Must be mobile! Monitor leads end-to-end from creation to conversion Date/time stamping Lead source tracking, status changes and activity management Custom lead rules Separate custom processes by lead provider Customize routing by New car vs. Certified Pre-Owned Must be Integrated! Major DMS providers such as DealerTrack, Reynolds, ADP, AutoSoft, Automate Online marketing providers such as Craigslist, Cars. com, AutoTrader, ebay, etc.

13 ILM Must Have Features Work Smarter Internet follow-up process must support multi channel follow-up (Phone Call, , SMS) Must be easy to use and 100% trackable! Integrated inventory with pictures and real-time incentives. Support very flexible automated lead follow up Integrated social media Wish list both for the customer and the dealer. Fully transparent customer history, full customer spend, front and back. Integrated phone tracking and call monitoring Customizable salesperson work plan based on customizable variants Lead forwarding for responded leads ROI and bad lead tracking Must support an enterprise Must support and track multi quotes!

14 CRM Work Smarter CRM is the core of the automotive business now! Must be easy to use - to get used. Must be used by all departments. Must be an enterprise solution.

15 CRM Integration Work Smarter Your CRM Software must integrate with your: DMS bi-directionally ILM and inventory systems (NEVER run a separate ILM from your CRM) Desking Service Department DealerTrack & RouteOne Credit reports & Redflag OFAC Mobile Access Smart phone compatibility

16 CRM Best Practices Work Smarter Increase your usage, accountability, reporting and value! Why is this important? Multi-channel messaging; phone call, , SMS - tracked and visible in customer history Complete customizable reporting sent to you via Multiple lead source ROI reports identifies the most profitable campaigns Custom alerts sent automatically to the right individuals Bad, lost and sold lead reporting DMS to CRM sales matching Unanswered s and opt out lists Vehicle hit reports with charted metrics illustrating popularity versus opportunity Response time tracking and appointment performance High-impact, graphically rich & personalized messages Open alerts allows for contacting customer at most opportune time

17 CRM Mobile Work Smarter Why should your Next CRM be a Mobile CRM? Technology continues to change our way of life and in turn the automotive industry. According to a new report issued by Nielsen, there were 56.9 million mobile web users in July of this year. A large percentage of your sales staff likely already has a Blackberry, iphone or Android smart phone. It only makes sense to extend the functionality of your dealership s CRM system to these smart phones to increase usage and functionality. 91% of Americans have a mobile phone. Apple ipad sales projections for 2011 to reach 40 million units. More than 300,000 ipads were sold on the first day! Mobile phones are designed for two-way interaction which makes it possible to stay in closer touch and more engaged with consumers than is possible with traditional one-way communication methods (e.g. printed material) or even the web.

18 CRM Mobile Work Smarter Why should your Next CRM Should be a Mobile CRM? Internet response times are very important and most manufacturers put a large emphasis on maintaining low response times. Mobile CRM solutions are the perfect solution to improve response times. When an internet lead is received within your CRM, your sales staff can be instantly notified on their smart phone via text message so they know a new lead was received. They can be in the showroom, on the lot, on a test drive, or even at home. Wherever they are, they will know they have a new lead and need to respond. It is easy to access the dealership s CRM system right on their phone to view all the details of the lead and the customer s history. They can then use their smart phone to call the customer or send an and log that contact within the mobile CRM to stop the response time clock and update the customer s contact history.

19 CRM Mobile Work Smarter Having mobile access definitely increases CRM usage, productivity and the value of the CRM to your dealership!

20 Fast, flexible and easy to use What should an excellent Desking Module include? No need to open multiple applications to work a car deal The ability to desk multiple deals, book-out vehicles, appraise trades, edit customer info - and even see what customers are on your showroom - all integrated with your CRM! Direct integration to OEM incentives and major banking institutions Now you can create professional sales proposals, custom-printed for each customer and save them as part of the customer file where they logically should be. Where better to store deal proposal information regarding your clients than in their own follow-up history?

21 Rates & Residuals Incentives should be accessed directly from desking! From your desking tool, you should have the ability to view current OEM incentives and rebates that are both zip code and VIN specific. In addition to advertised rates and residuals - also offer current back end programs such as; military, loyalty, civil servant and recent college grads. This information keeps a dealer from losing a customer on numbers while increasing efficiency!

22 Your desking solution should allow you to simplify processes with no re-entry, easily push to DMS and roll payments for maximum growth potential. Desking Best Practices: Real-time DMS push for ADP, Reynolds, Arkona, AutoMate and AutoSoft Enterprise views with value DealerTrack & RouteOne integration View showroom activity, desk log, appointments and other info all on one screen Print deal packet forms Integrated vehicle incentives information Vehicle finder tools to match the customer to the right vehicle

23 Finance Best Practices: Roll payments multiple ways Create loan, lease, payment and A/B worksheets Integrated credit reports and OFAC checks Bookout vehicles and appraise trades with comparison to Market Pricing, KBB, Black Book, NADA and Galves Find which vehicle makes you the most gross View customer total dealership value See customers last purchase history

24 Deliver timely, relevant, quality responses to your dealership clients with automatic sales follow ups. If you want to capture more market share, you must first capture mind share. Sales processes let you focus on selling. Use sales processes that can be configured to carry out your dealership s scheduled follow up for any specific or general circumstances. Repetition of your message and consistency of your follow-ups mean your customers will come back to you the next time they are in the market for auto service, purchase and more.

25 How often do you check your sales processes? How often do you change them? Standard and Custom Process Creation Standard processes that keep your dealership on autopilot Set up after-hours responses, birthday greetings and other critical reminders Tweak existing templates to suit your specific needs Quality Content Video responses put a face to your dealership name Utilize surveys to gain valuable insights Templates set the basics for sales automation Custom stationery personalizes and brands your message for increased responses Flexibility Create unique follow ups for special circumstance buyers Vary between automated responses and manual follow ups for ultimate control Incorporate custom statuses with processes

26 C. I. A. The Ultimate is to have your CRM and Website work together Visible real time analytics from your website Link activity to customer record, requiring some form of correspondence Ability to see transparency to real lead source and true ROI Ability to push a coupon in real time to a customer Visible search engine or domain referral Visible customer keyword search Web site visit duration Web site page visits Ability to see real time flow of traffic to the website or personal URL s for measuring campaigns and digital marketing

27 C. I. A. Best Practices Push customer specific offers based on customer history Understand how your customers are really finding you Allows you to optimize your web pages by understanding your prospects and customers web behavior. Allows for a customized follow-up processes based on the prospects real-time behavior.

28 Buying the car is just the beginning. Keep your customers satisfied and coming back with world-class service. Numerous studies show that if you were to ask every customer that comes through your Service Department to do regular, needed maintenance on their vehicles, more than half of them will say, Yes. A great Service Module makes that visit invaluable with integration to your CRM to make the most of their visit.

29 Service Best Practices Work Smarter CRM Integration Take full advantage of your customer visit Identify in-equity customers Track customer worth and Service Advisor performance Service Dashboard Fully customizable timetable views Totals, Averages of repair orders, hours, parts & labor, lines of payment and more Compare current vs previous years through graphic display, plotting of total revenue & customer pay Service Scheduling View all service advisors daily schedules simultaneously on your home screen Change views by day or timeline to personal preferences or needs Easily move up or down days with a simple mouse click Calendar drop downs allow you to quickly go to any day of any month Get full details of an appointment with just a double-click

30 Know at any given time where your revenue stream is and how it was derived. Having a BDC simplifies inter-departmental communication while delivering total accountability. Your dealership solution should be able to tailor software performance to fit any size department, from one person to several agents covering multiple rooftops.

31 Bring People, Processes and Data together Work Smarter Business Development Center Functionality for multiple rooftops Business development agents can easily view and complete tasks across all stores within a group Easily assign tasks to assist with leads and follow ups Bring people, processes and data together Collaborative CRM Facilitates interactions with customers through all channels Supports coordination of employee teams and departments Forecasting and mass customization are integrated into one comprehensive approach

32 How far does your current marketing take you? Are you getting what you paid for? Take control of your data and drive your own success Gain insight to customer information from social media and all digital sources Serve customers better with fully-integrated true ROI reporting Sell more customers through marketing by utilizing real-time customer transparency

33 Best Practices They say 50% of your ad budget works Find out which 50% is working for you. Customize Web Presence Customize Direct Mail Telephone Marketing Targeted, Customized HTML Search and Social Media Customer Tracking Full CRM/ILM Marketing Integration Search Engine Optimization

34 Campaigns Improve your campaign results with better data management! Are you treating campaigns as one of your most valuable assets? How are you using them? How are you enhancing them? How are you measuring them? What are you doing to make campaigns better?

35 Campaigns Incomplete information can cost your business precious time and money. Being able to reach your customers in a timely fashion, in a manner they wish to be contacted is important to retaining and growing your business. A number of different data append services are available to enhance your data. Advanced data append services can be applied to data polled from your DMS system or to data files from another source you supply.

36 Campaigns Advanced campaign features allow you to: Ability to search across all data (sold, service and prospect) Ability to drill down and target customers Equity mining, service, sold, unsold and closed RO Second chance decline RO campaigns, build custom campaigns, etc. Lease turn in campaigns by sales rep and model. Ability to exclude specific customers based on previous campaigns Ability to outsource third market mailing, calls and distributions Schedule reports to run automatically.

37 Campaigns Best Practices Top 10 Campaigns: 1. Equity mining with specific payment letter for direct mail 2. We Want Your Used Vehicle (customers who have serviced but never purchased) 3. Vehicle Buy Back to specific makes and models 4. Service Lost Soul (12-24 Months no service) 5. OEM Warranty notification 6. Second chance Option Code Decline 7. Anniversary or Birthday 8. Lease Expiration 9. Major Maintenance 10. In Database Customer Saturation for Direct Mail

38 Your website is the first impression of your dealership to the majority of your customers. The perfect websites optimize your success by putting all the tools you need in one place, by being fully integrated with your system.

39 Websites Best Practices Work Smarter Customized or Template Driven Websites Integrate mobile websites Detailed website reporting and analytics Convert Internet Shoppers into Buyers Real-time photo, inventory uploads, edits and videos Real-time price changes Automate vehicle specials One-click inventory Powerful Website Features and Options Search Engine Management Enhanced credit applications with video avatar Rebate integration Customized vehicle pricing

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41 How to Who Are Your Where Do they? Use their! What Converts Shoppers to? How Does? How Can You? Are you adding?

42 Rooftops Total Transactions Customers Websites? visitors Page Views per visitor

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44 To begin with, lets view a few websites designs. Local and Distant

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49 Automotive Shopping Websites Which Contain? URL s Title Bars Inventory Which Provide??? Automotive Content For Who? Automotive Shoppers And Your Sales Staff

50 Heat maps simulates human vision during the first 5 seconds of exposure to visuals, and creates an eye-tracking heatmap based on an algorithm that predicts what a real human would be most likely to look at. Basically it s how the human eye looks at a website.

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53 Profile Trait Shopper Lead Most Visited Day Monday (16.6%) Monday (16.7%) Least Visited Day Sunday (10.8%) Sunday (10.23%) Avg Page Views VDP % of Total 17.3% 17.5% Direct Visit 29.1% 37.3% Referral Visit 70.9% 62.7% Search Engine Visit 44.32% 35.26%

54 Browser Family Mobile Percent Internet Explorer No 81% iphone Yes 5.905% Safari No 5.778% ipad Yes 2.715% FireFox No 2.394% Chrome No 1.066% Android Yes 0.682% BlackBerry Yes 0.042% Opera No 0.038% webos Yes 0.012% Opera Mini No 0.006% Nokia No 0.005% Others Yes 0.001%

55 Day of Week Shopper % Lead % Sunday 10.8% 10.23% Monday 16.6% 16.70% Tuesday 12.8% 16.56% Wednesday 16.0% 16.35% Thursday 15.9% 15.22% Friday 15.1% 13.85% Saturday 12.8% 11.08%

56 Call To Action Views Leads Generated Auto Details 1,991,444 31,968 Contact Us 740,460 58,577 Basic Form 654,535 65,972 Trade In 222,045 37,833 Additional Savings 201,153 40,557 Quote 174,972 63,629 Request Info 119,630 88,195 Make an offer 91,437 55,690 Employment Application 79,252 5,600 Boomerang 72,270 6,256 Schedule Test Drive 22,655 6,111 Request a Video 11,901 3,243 Body Shop 10,242 1,418 Schedule Appointment 7,880 1,273 Finance Application Service 120,169 23,129 Parts 81,295 9,125 Ask a Tech 26,155 6,177 Service Form 6,617 1,148 Warranty 2 -

57 High resolution photos improve shopper s experience

58 Why are high res photos important?

59 High Res/Deep Zoom feature conversion rate is 4%

60 Where Do they Live, Work, Search & Review?

61 Referrals Shopper Visits Shopper Visit % Lead Visits Lead Visit % Lead to Shopper Conversion (Lead Visit / Shopper Visit) AutoTrader 113, % 3, % 2.98% Cars.com 61, % 1, % 2.73% DealerRater 7, % % 2.39% KBB 2, % % 1.62% FaceBook 54, % % 1.53% CarFax 10, % % 1.16% YouTube 3, % % 0.49% Twitter % % 0.40% All Other 6,156, % 58, % 0.87% Total Referrals 6,409,608 64,970

62 Referrals Shopper Visits Shopper Visit % Lead Visits Lead Visit % Lead to Shopper Conversion (Lead Visit / Shopper Visit) Yahoo (organic) 1,251, % 10, % 0.82% Bing (organic) 1,156, % 8, % 0.77% Google (organic) 8,042, % 57, % 0.71% Total Referrals 10,450,668 76,141

63 Referrals Shopper Visits Shopper Visit % Lead Visits Lead Visit % Lead to Shopper Conversion (Lead Visit / Shopper Visit) ReachLocal 173, % 2, % 1.25% Google (ppc) 672, % 4, % 0.62% Total Referrals 845,894 6,362

64 will cover the SEO in more detail later, but right now I want you to think of your dealership and where do your customers live? How far away do they? Next few slides will be actual dealership showing local vs U.S. Visits

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69 Why does this matter to you?

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72 Coupons that may have a higher relevancy

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82 Shopper View They chose KBB logo and Converted!

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85 Did they find you through a search engine?

86 Search Engine Optimization has been described many ways, but it is where Search Engines such as Google, Yahoo or Bing, extract keywords from your websites text, headers, page titles, inbound links and URL's. The optimization kicks in when customers start typing those keywords and Search Engines then start displaying the most relevant websites they believe are good for the shopper Being on Page one is critical and to do that you must be within the first 10 listings...now you may understand why everyone harps on adding good and relevant content

87 When you do a search, you're almost instantly presented with a list of results from all over the web. How does Google find web pages matching your query and determine the order of search results? In the simplest terms, you could think of searching the web as looking in a very large book with an impressive index telling you exactly where everything is located. When you perform a Google search, their programs check our index to determine the most relevant search results to be returned ("served") to you. In the search bar type site:yourdealerurl.com

88 In the search bar and type site:yourdealerurl.com Example: site:classicdodgeofdenton.com

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91 Before 6 months

92 How Does the Website Help the Salesperson? Lead Customers to the Website and Learn their Behaviors Vehicle Detail Pages Give Great Descriptions of the Vehicle Comments of Vehicle They sound more educated when describing the Vehicle Example- Does it have Nav, Automatic, Interior, is it leather?