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Creating an Internet Dealership for 2013 and Beyond Jim Bell Don Ayres Honda

Becoming an Internet Dealership for 2013 and Beyond

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Becoming an Internet Dealership from Jim Bell at the Kain Automotive Clients and Friends Workshop in November 2012.

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Page 1: Becoming an Internet Dealership for 2013 and Beyond

Creating an Internet Dealership for 2013 and

BeyondJim Bell

Don Ayres Honda

Page 2: Becoming an Internet Dealership for 2013 and Beyond
Page 3: Becoming an Internet Dealership for 2013 and Beyond

• Used car buyers spend 60% of their shopping process online

• Used (18 hours shopping time)• 7 hours offline• 11 hours online

• New Car buyers (19 hours shopping time)• 7.5 Hours offline• 11.5 hours online

2011 Autotrader.com/R.L. Polk Automotive Influence Study

Page 4: Becoming an Internet Dealership for 2013 and Beyond

• 24% of shoppers switched manufacturers based on their research

• 1.4 dealerships are physically visited

Google & compete Buyer Flow Study

Page 5: Becoming an Internet Dealership for 2013 and Beyond

How car buyers first contacted the dealership

2011 Autotrader.com/R.L. Polk Automotive Influence Study

20%

11%

69%

Walk In

Phone

Email

Page 6: Becoming an Internet Dealership for 2013 and Beyond

1.1 Million leads matched to registration data

• 55% of those who submitted a new car lead DID buy something

• Of those that bought, only 10% bought at their intended dealerships

• Of the 90% who went elsewhere– 23% bought intended make– 41% switched to used– 36% bought a competitive make

Page 7: Becoming an Internet Dealership for 2013 and Beyond

Lead Purchase Distribution

43

35

22 21

29

50

18

31

51

13

34

53

0

10

20

30

40

50

60

0-30 31-60 61-90 91+

Intended make

Other make

Used (any)

Page 8: Becoming an Internet Dealership for 2013 and Beyond

First 30 days

43% bought in first 30 days35% bought another make

22% bought used

Do the math….57% don’t do anything the 1st 30 days.

Page 9: Becoming an Internet Dealership for 2013 and Beyond
Page 10: Becoming an Internet Dealership for 2013 and Beyond

Be Mobile

• By the end of 2015, 1/3 of Americans will own a tablet

• 20-30% of Google queries are done via mobile (phone only)– 1 million Android phones activated daily!

• 31% of those surveyed admitted that they use their phone in the bathroom

• The other 69% are lying.Source Google

Page 11: Becoming an Internet Dealership for 2013 and Beyond

Be Mobile (cont)• 71% of users expect a mobile site to load as fast as their

desktop (within 3 seconds)• 78% will try twice before giving up• 57% would not recommend a business with a bad mobile

site• 40% turned to a competitor’s site after a bad mobile

experience• 23% have cursed at their phone when a site doesn’t work.

Source Google

Page 12: Becoming an Internet Dealership for 2013 and Beyond

JD Powers

Key Points• 59% of mobile researchers use their device at the

dealership• 79% of new car auto shoppers use the internet

• 20% of internet new car shoppers use smartphones and tablets

Source: JD Powers 2012 Autoshopper Study

Page 13: Becoming an Internet Dealership for 2013 and Beyond
Page 14: Becoming an Internet Dealership for 2013 and Beyond
Page 15: Becoming an Internet Dealership for 2013 and Beyond
Page 16: Becoming an Internet Dealership for 2013 and Beyond

How do we capitalize?

Become an “Internet Dealership”

Page 17: Becoming an Internet Dealership for 2013 and Beyond

What it’s not

WebsitesPictures

Videos of carsSEOSEM

Page 18: Becoming an Internet Dealership for 2013 and Beyond

A Day in the Life of an Internet Manager

Page 19: Becoming an Internet Dealership for 2013 and Beyond

What’s the silver bullet?

Page 20: Becoming an Internet Dealership for 2013 and Beyond
Page 21: Becoming an Internet Dealership for 2013 and Beyond
Page 22: Becoming an Internet Dealership for 2013 and Beyond

Your Silver Bullet to a successful Internet Dealership

Page 23: Becoming an Internet Dealership for 2013 and Beyond

How do we do it?

• Get smart• Be involved• Get excited

Page 24: Becoming an Internet Dealership for 2013 and Beyond

Buy-in from all levels

• You must have management buy-in• It has to be a ‘culture’ at the dealership and start

from the top down• Salespeople have to be 100% bought in

Page 25: Becoming an Internet Dealership for 2013 and Beyond

People

Evaluate your dealershipWhat is best for us when it comes to:

• Structure• People• Process

Page 26: Becoming an Internet Dealership for 2013 and Beyond

Process

• Follow a process and stick with when you find it working.

• Don’t be afraid to trial and error.• Find your niche and run with it.

Page 27: Becoming an Internet Dealership for 2013 and Beyond

Be Quick!

• First isn’t always best• Make sure that you are relevant to any questions

that are asked within the lead• Be different than the others and stand out– Video– Have open ended questions– Leave room for the conversation to continue– Let the customer know what your next contact will be

Page 28: Becoming an Internet Dealership for 2013 and Beyond

Be Quick! (cont)

• Offer text• Offer to Skype• Offer to FaceTime• Be different, STAND OUT!

Page 29: Becoming an Internet Dealership for 2013 and Beyond

How Not to do it

Page 30: Becoming an Internet Dealership for 2013 and Beyond

Email Marketing

Page 31: Becoming an Internet Dealership for 2013 and Beyond

Be a Purple Cow

Page 32: Becoming an Internet Dealership for 2013 and Beyond

How to do it

• Get an email from every customer that walks in the door

• Have a great message with a call to action• Don’t overdo it each month (max 2x a month)• Give them a reason to call you or a strong call to

action

Page 33: Becoming an Internet Dealership for 2013 and Beyond

How NOT to do it

Page 34: Becoming an Internet Dealership for 2013 and Beyond

Process

• Don’t be a 3 day and out• Make sure that you are continuing your ongoing

marketing to these customers.– 57% made a decision after 30 days– Newsletters are a great option– When doing an e-blast, have a great message and make

sure it’s mobilized

Page 35: Becoming an Internet Dealership for 2013 and Beyond

Process (cont)

• Have a remarketing plan in place• Don’t be scared to try different things• Learn from other dealers – shop your competition– Shop out of your area with like franchises

Page 36: Becoming an Internet Dealership for 2013 and Beyond

What is the Right Process?

It is the one that works for you and your store.

Page 37: Becoming an Internet Dealership for 2013 and Beyond

Let’s Get Social

Page 38: Becoming an Internet Dealership for 2013 and Beyond

Some of the best

Youtube

Elise Kephart – Sunset Honda

Page 39: Becoming an Internet Dealership for 2013 and Beyond

Video Done RightIntro Video

Page 40: Becoming an Internet Dealership for 2013 and Beyond

Video done rightThanks!

Page 41: Becoming an Internet Dealership for 2013 and Beyond

Facebook

• 1 billion users• 600 million access by mobile every day

Page 42: Becoming an Internet Dealership for 2013 and Beyond

Facebook breakdown

• 19% are in the market for a vehicle– 190 million

• 71% are influenced by social• Average of 359 friends– 61 possible prospects on Facebook!

Page 43: Becoming an Internet Dealership for 2013 and Beyond

Some of the best

FacebookRick Kruger

Page 44: Becoming an Internet Dealership for 2013 and Beyond

Facebook Advertising

• Promotion of posts– Very cost effective to reach a lot of people– Will promote to all of your people that like you and all of

their friends

Page 45: Becoming an Internet Dealership for 2013 and Beyond
Page 46: Becoming an Internet Dealership for 2013 and Beyond
Page 47: Becoming an Internet Dealership for 2013 and Beyond

Reputation Management

• 1 in 3 used car shoppers will read reviews on the shopping experience.

• 91% of new car shoppers will read after sale reviews.

• Shoppers who view a dealer review page is 4x more likely to send a lead in.

• 57% of used car shoppers will look at reviews while on the lot.

Page 48: Becoming an Internet Dealership for 2013 and Beyond

Reputation Management

• Don’t put all your eggs in one basket• Ask all the time (find a process and make it work)• Respond to all of your reviews, good and bad

Page 49: Becoming an Internet Dealership for 2013 and Beyond

Stay Informed

Get involved on the following:Kain idea exchange

Drivingsales.comDealerrefresh

ADMDealer EliteTrupro.org

Facebook Groups (Carbucks)

Page 50: Becoming an Internet Dealership for 2013 and Beyond

Questions?

Page 51: Becoming an Internet Dealership for 2013 and Beyond

Contact info / Connect with Me

Jim [email protected]: @jimbthecarguy

Facebook: www.facebook.com/jimbthecarguyLinkedIn

Circle me on G+Website: www.jimbtheguy.com