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Automotive BDC Workshop; Internet Sales Management
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InternetInternetInternetInternet
Case Study:Case Study:BeforeBefore
Case Study:Case Study:BeforeBefore
FirstFirstImpressionsImpressions
FirstFirstImpressionsImpressions
InternetInternetProcessProcess
InternetInternetProcessProcess
Case Study:Case Study:AfterAfter
Case Study:Case Study:AfterAfter
MetricsMetricsMetricsMetrics
ChallengesChallengesChallengesChallenges
VideoVideoVideoVideo
Wrap-UpWrap-UpWrap-UpWrap-Up
Start Page
Dealership ProfileDealership Profile CaseCaseStudy:Study:
BeforeBefore
CaseCaseStudy:Study:
BeforeBefore
BackBackHomeHomeHomeHome NextNext
Prior to Prior to BDCBDC
New CarNew CarVolumeVolume 1,2941,294
MonthlyMonthlyInternet LeadsInternet Leads 5353
InternetInternetClose RateClose Rate 2.22.2
Start Page
Shop
Actual Email ResponsesActual Email ResponsesFirstFirst
ImpressionsImpressionsFirstFirst
ImpressionsImpressions
HomeHomeHomeHome NextNextNextNext
Start Page
Actual Email ResponsesActual Email Responses
HomeHomeHomeHome BackBackBackBack NextNextNextNext
FirstFirstImpressionsImpressions
FirstFirstImpressionsImpressions
William
Start Page
Sandra
Actual Email ResponsesActual Email Responses
HomeHomeHomeHome BackBackBackBack NextNextNextNext
FirstFirstImpressionsImpressions
FirstFirstImpressionsImpressions
Start Page
Actual Email ResponsesActual Email Responses
HomeHomeHomeHome BackBackBackBack
FirstFirstImpressionsImpressions
FirstFirstImpressionsImpressions
Samuel
Samuel
NextNextNextNext
Start Page
How To ScoreHow To Score
BackBackBackBack HomeHomeHomeHome
FirstFirstImpressionsImpressions
FirstFirstImpressionsImpressions
Start Page
Dealership Internet ProcessDealership Internet Process
HomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNext
To BDCTo BDC
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNext
Personalized Email
Response
Personalized Email
Response
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNext
Script/Data/AppointmentScript/Data/Appointment
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNextAdvise SalesDepartment
Advise SalesDepartment
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNext
ConfirmationConfirmation
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNextNextNext
AppointmentOutcome
Call
AppointmentOutcome
Call
Start Page
Dealership Internet ProcessDealership Internet Process
BackBackBackBackHomeHomeHomeHome
InternetInternetProcessProcessInternetInternetProcessProcess
NextNext
Follow-UpFollow-Up
Start Page
Dealership ProfileDealership Profile CaseCaseStudy:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
BackBack NextNextNextNextHomeHomeHomeHome
Prior to Prior to BDCBDC With BDCWith BDC
New CarNew CarVolumeVolume 1,2941,294 1,2821,282
MonthlyMonthlyInternet LeadsInternet Leads 5353 8282
InternetInternetClose RateClose Rate 2.22.2 9.29.2
Start Page
Offer alternativesOffer alternativesProvide value-added
contentProvide value-added
contentBe conversationalBe conversationalBe clear and to the pointBe clear and to the point
Create desireCreate desire
Create sense of urgencyCreate sense of urgency
Give reasons to choose dealershipGive reasons to choose dealership
Ask for appointment logicallyAsk for appointment logically
Setup choice closeSetup choice close
Science of The Email TemplateScience of The Email Template CaseCaseStudy:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
Ensure professional contentEnsure professional contentConfirm availabilityConfirm availability
BackBackBackBack NextNextNextNextHomeHomeHomeHome
Start Page
Actual Email ResponsesActual Email ResponsesCaseCase
Study:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
BackBackBackBack NextNextNextNext
Personalized Email Response to Come
HomeHomeHomeHome
Start Page
Actual Email ResponsesActual Email ResponsesCaseCase
Study:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
BackBackBackBackHomeHomeHomeHome NextNextNextNext
Stephen
Start Page
Actual Email ResponsesActual Email ResponsesCaseCase
Study:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
BackBackBackBackHomeHomeHomeHome NextNextNextNext
Start Page
Actual Email ResponsesActual Email ResponsesCaseCase
Study:Study:
AfterAfter
CaseCaseStudy:Study:
AfterAfter
BackBackBackBackHomeHomeHomeHome NextNext
- -
2004 Focus.
Start Page
Dealer Overview ReportDealer Overview Report MetricsMetricsMetricsMetrics
BackBack NextNextNextNextHomeHomeHomeHome
Start Page
MetricsMetrics
•How many inbound leads?
•How many appointments set?
•How many are kept?
•How many sales?
•How many inbound leads?
•How many appointments set?
•How many are kept?
•How many sales?
MetricsMetricsMetricsMetrics
BackBackBackBack NextNextNextNextHomeHomeHomeHome
Start Page
BDC Analysis Metrics ChartBDC Analysis Metrics Chart
02/07/2004
MetricsMetricsMetricsMetrics
BackBackBackBackHomeHomeHomeHome NextNextNextNext
3,881 16% 31%
6,861
6,478
2.979
1,502
1,198
1,688
859
633
874
392
13%
6%
53%
52%
46%
55%
57%
57%
56%
43%
23%
25%
13%
2,156
Start Page
3,881 16% 31%
6,8612.979
1,198
1,688
633
874 13%
53%
52%
55%
57%
56%
43%25%
2,156
6,4781,502
859 392 6% 46% 57% 23%13%
02/07/2004
BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics
BackBackBackBackHomeHomeHomeHome NextNextNextNext
6,861 2.979 1,688 874 13% 52% 57% 43%25%
Start Page
BDC Analysis Metrics ChartBDC Analysis Metrics Chart MetricsMetricsMetricsMetrics
BackBackBackBackHomeHomeHomeHome NextNext
3,881 16% 31%
6,861
6,478
2.979
1,502
1,198
1,688
859
633
874
392
13%
6%
53%
52%
46%
55%
57%
57%
56%
43%
23%
25%
13%
2,156
02/07/2004
Start Page
Why Shouldthe Internetbe Part ofa BDC?
Why Shouldthe Internetbe Part ofa BDC?
ChallengesChallengesChallengesChallenges
BackBackHomeHomeHomeHome
Start Page
Best Practices VIDEOBest Practices VIDEO
To comeTo come
VideoVideoVideoVideo
BackBack HomeHomeHomeHome
Start Page
Best PracticesBest Practices•Send personalized response within15 minutes
•Confirm vehicle availability
•Quote price
•Offer alternative and next steps
•Provide reason to choose your dealership
•Encourage customer to act quickly
•Include value-added content/links
•Send personalized response within15 minutes
•Confirm vehicle availability
•Quote price
•Offer alternative and next steps
•Provide reason to choose your dealership
•Encourage customer to act quickly
•Include value-added content/links
Wrap-UpWrap-UpWrap-UpWrap-Up
NextNextNextNextHomeHomeHomeHome BackBack
Start Page
ResourcesResources Wrap-UpWrap-UpWrap-UpWrap-Up
Internet
Pages ##-##
Internet
Pages ##-##
BackBackBackBackHomeHomeHomeHome NextNext