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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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Creating an Internet Dealership for 2013 and
BeyondJim Bell
Don Ayres Honda
• 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
• 24% of shoppers switched manufacturers based on their research
• 1.4 dealerships are physically visited
Google & compete Buyer Flow Study
How car buyers first contacted the dealership
2011 Autotrader.com/R.L. Polk Automotive Influence Study
20%
11%
69%
Walk In
Phone
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
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)
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.
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
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
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
How do we capitalize?
Become an “Internet Dealership”
What it’s not
WebsitesPictures
Videos of carsSEOSEM
A Day in the Life of an Internet Manager
What’s the silver bullet?
Your Silver Bullet to a successful Internet Dealership
How do we do it?
• Get smart• Be involved• Get excited
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
People
Evaluate your dealershipWhat is best for us when it comes to:
• Structure• People• Process
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.
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
Be Quick! (cont)
• Offer text• Offer to Skype• Offer to FaceTime• Be different, STAND OUT!
How Not to do it
Email Marketing
Be a Purple Cow
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
How NOT to do it
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
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
What is the Right Process?
It is the one that works for you and your store.
Let’s Get Social
Some of the best
Youtube
Elise Kephart – Sunset Honda
Video Done RightIntro Video
Video done rightThanks!
• 1 billion users• 600 million access by mobile every day
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!
Some of the best
FacebookRick Kruger
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
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.
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
Stay Informed
Get involved on the following:Kain idea exchange
Drivingsales.comDealerrefresh
ADMDealer EliteTrupro.org
Facebook Groups (Carbucks)
Questions?
Contact info / Connect with Me
Jim [email protected]: @jimbthecarguy
Facebook: www.facebook.com/jimbthecarguyLinkedIn
Circle me on G+Website: www.jimbtheguy.com