Tablet-Based Selling: How to Sell More Cars

Transcription

1 Tablet-Based Selling: How to Sell More Cars Jim Hughes Co-Founder, Principal IntellaCar Thousand Oaks, CA com Kraig Quisenberry VP Operations Momentum Auto Group Fairfield, CA ail.com

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2

3 Intro to Kraig o Industry expertise 35+ years of experience, most recently as Director of Sales for DCH Auto Group Has personally managed dealerships, business operations, sales process, inventory online procurement and management, as well as all other functions of dealership operations Former multi-rooftop franchise dealer NADA graduate o Extensive knowledge of mobile One of the first to adopt mobile technology use in the retail sales process He figured out how to improve the customer purchase experience through mobile CRM utilization in 2008 Oversaw development and successful launch of DCH Auto Groups Evolution sales process, which integrated the IntellaCar ipad selling system IntellaCar is a proven strategy that brings together processes, training, technologies, data and media into a single mobile solution o At DCH, he saw firsthand the results of using IntellaCar in the sales process, which included: Significant increase in PVR in the first 30 days Close rates 3-5% higher per store on average Huge increase in positive online reviews Average postings per Sales Consultant went from 1-3/month to 5-7/month Increased customer engagement and satisfaction Empowered sales associates to be more professional, passionate, engaged and successful o He is a big fan of IntellaCar because saw how effective it is How customers are currently engaging with mobile in the car buying process o 2015 AutoTrader Buyer Influence Study findings Car buyers are spending more of their shopping time online now 75% Mobile device usage in the vehicle purchase process continues to grow customers are increasingly familiar and comfortable with using them 39% use smartphones 35% use tablets More than half of car buyers do not contact the dealership prior to their first visit The walk-in is the first point of contact an opportunity to make a positive impression and differentiate your dealership when the customer first enters your store o 2015 AutoTrader Car Buyer of the Future Study findings Fewer than 1% of car buyers like the current car buying process Improvements to the car buying process will lead to positive outcomes, such as 66% more likely to buy from a dealership with their preferred experience 72% will visit dealerships more often 53% will buy a vehicle more often It is a myth that sales people will be less important - 84% want to buy a vehicle in person, because they see the dealership as a place to learn about their vehicle o AutoTrader Multi-Device Car Shopping Study Car shoppers have positive attitudes towards the role of devices in the buying process 80% say it enhances the process 78% say it increases knowledge 77% say it empowers the shopper 57% say it shortens the process 3

4 Car shoppers access many sources to validate information and aren t taking things at face value o It s clear that customers are going to use mobile will it be their phone or your ipad? o What happens if customer is using mobile but sales consultant isn t? Knowledge gap a well-researched customer may know more than the sales consultant about a particular vehicle Showrooming customers may disengage and check prices at other dealerships via their mobile phones ipad selling system takes customer experience and engagement to another level o Elevates the experience from a selling relationship to a consulting relationship o The ipad engages customers with something they are familiar and comfortable with right from the start of the sales process o Three key engagement points #1: Meet & Greet/Relationship Building Need to have personal involvement/communication first ipad is self-presenting, but can t lead off with it explain it in the context of the relationship #2: Vehicle Selection Integrate what the Sales Consultant already knows o Comprehensive knowledge o Accuracy Emphasize what s most important to the customer Look up inventory #3: Videos Keep the momentum of the sale going when the Sales Consultant gets the keys for the test drive o Speeds up the overall process Demonstration #1 Customer already knows the exact vehicle Demonstration #2 Customer is still deciding between two makes/models Recap/Interview o Did you feel that you were a more in control? o Were you more engaged in the process? Best Practices What s needed for success o Vision / Attitude Willingness, understanding and desire to make a culture shift Can t just give sales team an app and expect results Incorporate tablets to better engage with today s buyers o Management Involvement Top down Management commitment Reward and recognize sales teams, holding them accountable for daily use Monitor usage through Google Analytics o On-Going Training Commit to continued training - it s essential for sustained success Include tablet-selling discussions in daily/weekly meetings and training o Equipment Have/invest in wifi infrastructure or commit to a 4G plan to ensure consistent connectivity Ensure the sales team is properly equipped with tablets Conclusion 4

5 o o Three main reasons why you should consider ipad selling Higher close ratio Increased PVR Improved customer engagement/satisfaction Bottom line: ipad selling provides an enhanced level of stickiness that draws customers deeper into the experience and more involved in the transaction, taking engagement to the next level 5