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This is a presentation to the Fenabrave' Congress Attendees by David Kain, President of KainAutomotive.com. The presentation covers the 5 Steps a Dealer Must Do to achieve Internet Success.
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"Internet Sales Success”
5 Steps every Dealer Must Do!
Contact Informa,on: David Kain David@KainAutomo,ve.com 859-‐533-‐2626 cell/text
Presented by
David Kain President, KainAutomo,ve.com
August 2012
Creden,als David Kain • Owner of Kain Automo,ve, Inc., Automo,ve Sales Training
specializing in Internet Sales and Automo,ve Business Development Centers
• Dealer's Choice Award winner as the #1 Rated Internet Training Company 2008, 2009, 2010, 2011 & 2012 in Auto Dealer Monthly
• Co-‐Founder and COO of FordDirect.com • 18 years automo,ve retail experience; Dealer partner in Jack
Kain Ford – 12 years Dealer Principal
• Served on 2000 Ford Na,onal Dealer Council • BBA in Marke,ng and Management from Eastern Kentucky
University
2 2
3
Create an Excep8onal Customer Experience Online and Offline
Step 1
Car buyers love the Internet 4
The easier you make it…
5
the more cars you will Sell
Online Shoppers want…
6
Price
Trade Value
Payments
Availability
Safety
MPG
…and more
7
Help them and they will BUY!
Helping Internet Shoppers
ü Respond quickly ü Build rapport ü Answer their ques,ons ü Provide valuable informa,on ü Describe your in-‐dealership process ü Invite them in for a test drive ü Make the visit a great experience
8
A great Process is the Best “Why Buy”
9
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Create a great experience
then… Adver8se it!
11
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Happy Buyers are
Loyal Buyers
13
A Proven Lead Handling Process
Step 2
How do you manage...
One at a .me with genuine interest
50 prospects? 100 prospects? 500 prospects?
14 14
Create a Smart Follow-‐up Process
15
New Lead Received
3 Day PERSONAL PUSH Day 1
Auto Response Email
Review the Lead
1st Personal Call
2nd Personal Call
Personal Email
Personal Call
Day 2
Quick Hello Email
Day 3
Manager Call
Manager Email
16
The 3 Day Personal Push helps you
CONNECT, APPOINT & SELL
Handwri[en Note / Text
Personal Email
TWO WEEK PRESS Day 5
Quick Hello Email
Day 8
Personal Call
Survey Email
The TWO WEEK PRESS is designed to keep the customer engaged mid-‐term
Day 11
New Info Email
Day 14
Personal Call
Orienta8on Email
17
NURTURE MARKETING
Day 21
Marke8ng Email
Day 28
Personal Call
Marke8ng Email
Day 35
New Info Email
Day 42
Personal Call
Orienta8on Email
Specials or General Marke8ng Email
Monthly Marke8ng Messages Un:l they Buy or Unsubscribe
2 x Month 1 x Month
Professional eNewsle[er
18
KainAutomo,ve Study FOLLOW-‐UP TIMELINE
1 to 10 days 4% >10 days 60 days 8% >60 days to 90 days 16%
>90 days to 120 days 20% >120 days to 2 years 16%
Un8l they buy or unsubscribe 36%
20
The Right Structure for Growth
Step 3
There is no Right Structure or Wrong Structure
Any will work
21 21
Your Sales Team?
OR
22
Structural Evolu8on
23
Internet Salesperson
Internet Sales Team
Client Care Center / BDC
Internet Dealership
23
KainAutomo,ve Study STRUCTURE
Internet Salesperson 13% Internet Sales Team 20% Business Development Center 30%
Hybrid – Internet Team & BDC 20% Internet Dealership 16%
25
Key Quali8es …of successful Internet Salespeople
25
Great salesperson Adapts easily to technology Great communicator Great typing/tex,ng skills Strong product knowledge Quality presenter on video
KainAutomo,ve Study EXPERIENCE LEVEL
6 months or less 0% >6 months and 1 year 6.7% >1 year to 2 years 13.3% >2 years to 5 years 20% >5 years to 10 years 36.7% More than 10 years 23.3%
“I supervise the Floor, the Phone and the INTERNET – with equal awareness
and energy”
27
“My role as a manager has changed…”
28
Tac8cs that Sell the “Visit” & Sell the “Car”
Step 4
EXCELLENCE IN EVERY COMMUNICATION
29
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Sell the REPLY ask a ques:on Sell the CALL save them ,me Sell the VISIT inspire a drive Sell the CAR make it special
31
Sell the REPLY – ask a ques:on By Voicemail
By Email
By Text
“I have the informa:on you asked about and wanted to ask you a ques:on or two to make sure I provide you the best value.”
I am glad you like the Subaru. What kind of vehicle do you drive now?
I received your request for informa,on wanted to see if you’d like me to text you a video?
32
Sell the CALL – Save them :me By Voicemail
By Email
By Text
“I just checked our inventory and a vehicle just like you asked about is available. Would a phone call be good for you for a quick discussion?”
A quick phone call will help you learn everything about the vehicle and we can make sure it’s the right one. Will that work for you?
If it’s easier I’d be glad to give you a quick call to go over the specs and make sure we have the right vehicle for you. Sound ok?
33
Sell the VISIT – inspire a drive
“We have a Special Internet Process The vehicle will be ready when you arrive We will show you the features and let you take a drive Provide you our Special Internet Price/Trade/Payments If you like it you can buy it or just think about it
On a Live Call
34
Sell the CAR – make it special
Talk Pretty
My Pleasure
Certainly I would be happy to
I apologize
Right Away
I understand
I am glad you called
Please allow me…
Thank You
35 35
Video is really easy
Let’s make one real quick 36
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Digital Marke8ng Tac8cs for the Best Quality Leads
Step 5
More People Shop Your Dealership
Online than they do
Offline 39
40
A COMPELLING WEBSITE
40
EASY Naviga,on
41
EASY Naviga,on
42
Is it easier to Google or Yahoo?
43
Is it easier to Google or Yahoo?
44
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BEAUTIFUL LISTINGS
46
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3 Keys to Vehicle Listings
Quality Photos Motivating Descriptions On the Market Pricing
49 49
Live Chat & Trade Value
50
Popup Coupons
51
Compelling Offers
52
Mobile Sites and Apps
53 53
Search Engines
54 54
Social Media
55
100% of your OPPORTUNITIES
will come from your MARKETING
100% of your RESULTS
will come from your PROCESS
perguntas e respostas
David Kain
Muito Obrigado!
David@KainAutomo,ve.com or 859-‐533-‐2626 cell/text
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