The Ultimate Referral Program. Agent & Dealer 7/3/12

Transcription

1 The Ultimate Referral Program Agent & Dealer 7/3/12

2 EZ Referral Summary Old-school selling meets new-world technologies Performance-based product, designed by a dealer Relationship-selling vs. price business model Provides all of the tools needed to change the culture of your sales staff Generating their own business vs. waiting for you to generate leads for them Designed to grow your business organically from the salesperson out Dealer owns the customer information 2

3 Organic Growth Stems from Salesperson RA2 RA2 RA2 RA2 RA2 RA RA RA RA2 RA2 RA2 RA Salesperson RA RA2 RA2 RA2 RA2 RA RA RA RA2 RA2 RA2 RA2 RA2 RA2 RA2 RA2 3 RA2

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5 The Value of Referral According to Joe Verde, the average referral conversion rate is 60% - Earn over $100,000 Selling Cars Every Year; Joe Verde. According to the NCM Institute Center for Automotive Retail Excellence, referral customers will outperform the next highest opportunity to do business by 745%! 5

6 Competing Performance Based Model Other lead generation business models are focused on price The dealer is starting in $1,000 to $1,500 below invoice Per sale fee is $299- $399 (Price Driven) Who Wins? 6 Net Invoice <$200> Dealer One <$400> Dealer Two <$800> Dealer Three And so on <$1500> Ultimately

7 Current Market Conditions Technology has provided consumers with an incredible amount of product information. However, lead providers have created an environment where dealers essentially compete on price alone. Relationship selling is being pushed out of the car business. Because price has become the driving motivator of the sales process, it is directly impacting salesperson retention. Salesperson Retention Yesterday Salesperson Retention 75% Turnover 25% Today Turnover 75% Salesperson Retention 25% Salesperson Retention = Dealership Loyalty = Brand Loyalty = Customer Loyalty 7

8 Program Goals The EZ Referral Network brings relationship selling back to the automobile sales process Through the use of today s technology the EZ Referral Network will allow a dealer/salesperson to easily build a vibrant and active referral network Smart Phone Application Personalized Websites, Mobile Websites, QR Codes and SMS Text Codes Mobile Wallet** Prepaid Debit Card*/Electronic Payment It s a win for the dealer, customer and sales team. 8 *Cards are issued by Citibank, N.A. pursuant to a license from Visa U.S.A. Inc. and managed by Citi Prepaid Services. This card can be used everywhere Visa debit cards are accepted.

9 Agent For every customer, RA1 receives $50, RA2 receives $100 Dealer: Pays small monthly license fee & minimal commission per sale Salesperson: Receives website & app Generates more business for themselves Referral Associates 1 (RA1): Can be the salesperson s friends, pastor, barber, etc. For every customer, RA1 receives $100 Referral Associates 2 (RA2): Are friends of RA1 who also wish to refer customers to dealership; RA 1 can register unlimited RA2s CUSTOMER (RA1 LEVEL) CUSTOMER (RA2 LEVEL) 9

10 Three Payment Options The three payment options fill everyone s needs and motivations for generating referrals: 1. Deposit on a pre-paid debit card (dealer may private label the card) Most likely used by very active referrals who are looking to produce income for themselves 2. Put on account at dealership for future transactions (mobile wallet)* Great tool for service retention: i.e. 10%-20% premium for parts & service perks Perfect for those more passive referrals who aren t necessarily looking to earn income 3. Donate to a charity or fundraiser: Could be a local charity that the dealer sponsors or from a national database of charities Ideal for those referrals who would prefer to donate to a charity 10 *Coming Soon

11 Fundraising Salesperson belongs to organization Organization Organizations sign up their members and receives $50 Members can refer customers and receives $100 Customers Organization signs up members Members refer customer Members can earn $100 for every customer Organization can earn $50 for that same customer 11

12 Fundraising Tips Network to organizations that wish to have an ongoing relationship with your dealership and raise funds for themselves How to get started: Your employees: Many already belong to organizations that need fundraising support Chamber of Commerce: Local business leads will know groups or organization First Responders: Local PBAs, First Aid Squads, Fire Departments Religious Organizations: Churches, Synagogues, etc. Assign a salesperson to each organization. This salesperson must be willing to attend events and meetings to explain the EZ Referral Network and assist in the signing up of referral agents. 12

13 Fundraising Tips: Hope for a Ride Hope for a Ride can be used to launch your community efforts A local resident who is sponsored by a supporting organization may be selected to get a free automobile. This automobile should be the single event that could change their lives and make them a productive member of the community. That person should be willing to assist others in need, either financially or through volunteer services as their situation allows. Further details available upon dealer request. 13

14 Uses today s technology to build a referral network and track performance Gives the sales people the easy-to-use tools to build their own business within the dealership Less sales turnover Sales people that develop their own clientele will make more money and be less likely to leave Dealer owns customer database should a sales person leave Improves owner loyalty/retention Lower advertising cost per dealer (approximately $200 per completed sale) Communication tool to referral network Dealership Benefits Customer Benefits Finally has a friend in the car business Can purchase a vehicle with confidence Doesn t have to make a buying decision based on price alone Positive, Friendly Purchase Experience 14

15 Additional Benefits Dealer sells more cars Fully customizable to drive your goals: End of month sales drive Communicates dealer and manufacturer incentives Drives service retention Improves owner loyalty/retention Promotes brand loyalty/retention Drive contributions to corporate/dealer chosen charities. e.g. United Way Inexpensive way to drive the most profitable sales traffic 15

16 Management Reports By dealership (multiple point locations) By franchise By sales management team By salesperson By referral # of referrals # of appointments made # of appointments show # of referrals sold Average & total gross Dealership Dashboard* MTD YTD # of Leads Generated # of Appointments Set 8 17 # of Appointments Show 6 12 % of Leads vs Appt Show 12% 12% % of Appt Set vs Show 75% 71% Units Delivered 5 10 Sold Units 4 9 Sold Finalized Deals 3 7 % of Leads vs Sold Finalized Deals 6% 7% Total Gross on Finalized Deals $15,000 $24,500 Average Gross on Finalized Deals $5,000 $3,500 *Custom date range will be available too Reports are being redesigned now 16

17 WHAT S INCLUDED 17

18 What s Included in EZ Referral Network Monthly license includes the following: Training: EZ Referral staff trains your dealership and salespeople on how to use EZ Referral Network Websites for each level that provide marketing materials electronically including brochures, banners & posters, presentations, introductory and training videos Online system that allows dealers to register salespeople and referral agents with a user name and password Online dealer management reports that track salespeople, referral agents and leads Online Salespeople reports that track referral agents and leads Online Referral Agent reports that track leads and payment status Custom Marketing Materials that include 1,000 brochures & 3 posters or 1 banner Mobile Engagement Program (detailed on pages 9-13) 18

19 WHAT S INCLUDED: Websites for Each Level 19

20 EZReferralNetwork.com Home Page 20

21 Dealer Website 21

22 Salesman Website 22

23 Referral Agent Website 23

24 WHAT S INCLUDED: Reports for Each Level 24

25 Online Reports for Dealer Dealership Dashboard* MTD YTD # of Leads Generated # of Appointments Set 8 17 # of Appointments Show 6 12 % of Leads vs Appt Show 12% 12% % of Appt Set vs Show 75% 71% Units Delivered 5 10 Sold Units 4 9 Sold Finalized Deals 3 7 % of Leads vs Sold Finalized Deals 6% 7% Total Gross on Finalized Deals $15,000 $24,500 Average Gross on Finalized Deals $5,000 $3,500 *Custom date range will be available too Reports are being redesigned now 25

26 Online Reports for Salesperson Salesperson Dashboard* MTD YTD # of Leads Generated # of Appointments Set 8 17 # of Appointments Show 6 12 % of Leads vs Appt Show 12% 12% % of Appt Set vs Show 75% 71% Units Delivered 5 10 Sold Units 4 9 Sold Finalized Deals 3 7 % of Leads vs Sold Finalized Deals 6% 7% *Custom date range will be available too Reports are being redesigned now 26

27 Online Reports for Referral Agent Referral Agent Dashboard* MTD YTD # of Leads Generated # of Appointments Set 8 17 # of Appointments Show 6 12 % of Leads vs Appt Show 12% 12% % of Appt Set vs Show 75% 71% Units Delivered 5 10 Sold Units 4 9 Sold Finalized Deals 3 7 % of Leads vs Sold Finalized Deals 6% 7% *Custom date range will be available too Reports are being redesigned now 27

28 Marketing/ Point of Purchase One 5 x 3 Banner or Three 24 x 36 Custom Posters + 1,000 Custom Tri-Fold Brochures Custom Dealership Contact Information, QR and Text Codes to be added to pack panel

29 Mobile Engagement Program Mobile Package Features EZ Referral Mobile Web Introduction - Mobile Web Link with video program introduction, link to EZ Referral registration, EZ Referral FAQs, dealer page SMS Customer Engagement -Ability to send SMS messages to opt-in database of EZ Referral customers - May include promotions, coupons, offers and instant win capabilities Mobile Web Surveys - Send customers mobile web surveys at key points in the customer service cycle including post-service and post-buy Real-Time Reporting and Analytics Components 1 Mobile Website 1 SMS Keyword 1 QR Code 1 SMS Keyword 2 Mobile Web Surveys 2 SMS Keywords 2 QR Codes Included 29

30 Mobile Page About EZ Referral Branded to your dealership QR Code & text keyword for call-toaction on literature Video about EZ Referral Share site with your friends via text or post on your Facebook wall or Twitter feed 30

31 Mobile Page About Your Dealership Branded to your dealership Video/image and text about your dealership 31

32 Two Mobile Surveys Branded to your dealership Two Surveys: EZ Referral Survey Survey of your choice You select questions: Single-select, multi-select or freeform Up to 5 questions QR Code & text keyword for call-to-action on literature 32

33 SMS Text Customer Engagement Segmented messages Text DEALER to Engage customers with one of these campaigns: Organize your SMS database for more relevant messages & offers (i.e. high mileage owners ) Sweepstakes/Instant Win Use text Sweepstakes/Instant Win to keep prospects and customers engaged, capture their information and provide a fun experience. Coupons/Promotions Provide your sales and service teams a way to incent your customers with mobile coupons and offers Sunday Scheduler Allow on-lot shoppers to text in to receive a call back from a salesperson on Monday to schedule a test drive Service Specials Service bays not full? Send out a coupon for tomorrow only to help fill the bays on a slow day Seasonal Car Care Reminders Monthly messages with seasonal reminders 33

34 OPTIONAL FOR ADDITIONAL INVESTMENT: Point of Purchase Mobile 34

35 Marketing/ Point of Purchase Banners Poster Car Topper Mirror Hanger License Plate Insert & Holder Coffee Mug Key Chain Mouse Pad T-Shirts

36 Point of Purchase Pricing & Sign Up Form 36

37 Optional Mobile Engagement Program Optional Mobile Package Sales Person Profiles -Personalized mobile website with sales person image, brief bio content - Includes coupons, offers and instant win capabilities Components 1 Mobile Website 1 SMS Keyword 1 QR Code $50 one time set up +$20 per month 37

38 Paul Sansone Jr., CEO Stan Gonzalez, CFO Anne Sorochen, VP Marketing Ron Wheeler, Marketing Division Claire Wheeler, Marketing Division PMB Group Bios 38

39 PMB Group Bios Paul Sansone Jr., CEO Paul has been a dealer since He was Director of Operations at Sansone Auto Network, a 26-acre complex including Toyota, Nissan, Hyundai, Mazda, Suzuki, and Lincoln Mercury from 1995 to 2009, and grew the dealership from 4,500 to 10,000 sales per year. Paul was also on the National Dealer Council for Mazda for 3 years including 2 years as President ( ). Since 2009, Paul is the owner of Sansone Jr s 66 Automall, which includes Nissan, Kia, Suzuki as well as an on-site accessory center, 66MVP. In 2010, Paul formed The PMB Group, a firm specializing in dealer-focused products and services. 39

40 Stan Gonzalez, CFO PMB Group Bios Stan has 12 years of hedge-fund experience. He was most recently the CFO and Compliance Officer for STG Capital Management through At STG he aided in establishing the firm from formation and was also responsible for compliance, client services, marketing support, performance/risk analytics, and operations. Prior to STG, Stan was employed with Sandler Capital for three years where his responsibilities included operations, accounting and performance analytics. Stan has also worked at Merrill Lynch and Deutsche Bank and was a treasury analyst at TIAA- CREF Stan received a B S in economics from Cornell. Anne Sorochen, VP Marketing Anne currently manages all marketing at Sansone Jr s 66 Automall. Her marketing career began at several advertising agencies including Omnicom s DDB and Interpublic s FCB (now Draft FCB) and Hill Holliday. Anne s previous client management experience includes Chase Manhattan Bank, CIGNA HealthCare, Compaq (now HP), Verizon Wireless and Qwest. She also was the international team leader on the Intel Inside co-op advertising program for Compaq. Her role with Wheeler Advertising included running the marketing for the four locations and eighteen franchises of the Sansone Auto Network. 40

41 Ron Wheeler PRESIDENT CEO PMB Group Bios Wheeler Advertising Established 1991 Wright Edge Advertising Established 1983 Social.Motive Established 2010 RVDA International Convention Expo Chairman RV Hall of Fame Board Speaker Nada Conventions Branding Digital Mail Conducted Several NADA Dealer Advertising Schools Conducted Several NADA Online Advertising Seminars Integration Lifestyle Marketing Branding Advertising Speaker at Toyota, Chrysler, and Honda Dealer Meetings Advertising Speaker at State Automotive Dealer Association Meetings 41

42 Claire Wheeler CONSULTANT PMB Group Bios Doner Advertising Build and Execute Doner Mazda Regional Team Training Plans SENIOR VP , EXECUTIVE VICE PRESIDENT Doner Advertising, Arlington, Texas Managed All Regional Ad Associations for Mazda North America VICE PRESIDENT Doner Advertising, Arlington Texas Managed Ford Regional Dealer Ad Associations CO-FOUNDER AUTOMOTIVE DIVISION 1983 W B Doner and Company, Detroit, Michigan Developed and Managed Buick, Pontiac, GMC and Ford Regional Dealer Ad ACCOUNT EXECUTIVE/ACCOUNT DIRECTOR The Competitive Edge , Albuquerque New Mexico, Chicago Illinois, Dallas Texas and Detroit Michigan Managed Marketing Plans for Car Dealers coast to coast Developed and Managed Buick Regional Dealer Ad Associations 42

43 Reference 43

44 Relationship Selling The Ultimate Referral Program! 44