Joe Webb Earning trust in the digital age

When a Stranger

Calls

Earning Trust in the Digital Age.

Dealer ThinkTank: DealerKnows

What consumers think.

DealerKnows: Perception

Lawyers

HMO Managers?

F*$%&@ Congress!

You


What Google thinks.

What Google thinks.


DealerKnows: Joe Webb

DealerKnows: Context

3 Steps to Earning Trust.

1. Setting high expectations!2. Delivering on those promises!3. Showing you care

DealerKnows: Trusted Brands

DealerKnows: Disney

Who does it best?

DealerKnows: Contact Points

10 places where trust is earned or lost.

1. Advertising!2. Online!3. Technology!4. Marketing messages!5. Pricing!6. Dealership!7. Showroom!8. Service department!9. People!10.Yourself

DealerKnows: Advertising

Disney Virtue: Truthfulness.


Your money or your life.

Brand > Bucks


Drive your ads everywhere.


Don’t think BIG. Think LONG.


Don’t play catfish.

Walt’s Quote.


“I suppose my formula might be: dream, diversify, and never miss an angle.”

DealerKnows: Online Presence

Disney Virtue: Transparency.


Transparent websites.

1. Live Chat!2. Pre-Approval Tool!3. Trade Evaluator!4. Vehicle Comparisons!5. Value Reports!6. Vehicle History Reports!7. Video Chat


Inventory openness.

Going from 10 pics to 25 pics increases inventory turn by 25%

Yield 34% more VDPs when vehicles are listed below MSRP

Going from 10 pics to 25 pics increases leads by 30%

Sources: AutoTrader Core Site Data Q3m 2013 DealerKnows Merchandizzle Study 2011


Inventory openness.

Dealers who listed below MSRP captured 20% more buyers than dealers who listed at MSRP

Yield 186% more VDPs when vehicles are priced below MSRP & have multiple custom photos

52% will travel 30+ miles to purchase a vehicle listed

10% below MSRP

Sources: AutoTrader Core Site Data Q3m 2013 DealerKnows Merchandizzle Study 2011


Lights, camera, action.

Walt’s Quote.


“You don’t build it for yourself. You know what the people want and you build it for

them.”

DealerKnows: Technology

Disney Virtue: Cooperation.


Advanced technology advances relationships.

1. CRM!2. Live Chat!3. Text Messaging Tools!4. iPad!5. Mobile-powered


Use Technology to Drive Team Accountability.

1. CRM dashboard!2. Call management!3. Call coaching!4. Lead grading

Walt’s Quote.


“We keep moving forward, opening new doors, and doing

new things, because we’re curious…and curiosity keeps leading us down new paths.”

DealerKnows: Marketing Messages

Disney Virtue: Honesty.


Trigger templates.


Aim higher.

1. VIP Process!2. Value Proposition!3. Traveler’s Template!4. Technology Tutorial!5. 3rd Party Validations!6. Customer Testimonial


It takes a team.


It takes multiples.


What breaks trust.


Make it visual.

Walt’s Quote.


“Of all of our inventions for mass communication, pictures still speak the most universally

understood language.”

DealerKnows: Pricing

Disney Virtue: Knowledge.


Listen to learn.

1. Market Pricing and Appraisal tool!

2. Competitor Mystery Shopping!

3. No “Gut Instinct”Pricing!

4. Use Online Resources


The Losingtrustinator.

Walt’s Quote.


“I’ve been up against tough competition all my life.

I wouldn’t know how to get along without it.”

DealerKnows: Dealership Brand

Disney Virtue: Devotion.


Show, don’t tell.

Video Explanations of ! Recalls!! Showroom process! Dealership history! Service department!! Charitable participation

Generate Reviews with! Service RO cards!! Business card requests


Show who you are.

1. Evergreen Content!2. Ratings/Reviews!3. Testimonials!4. Community Events!5. Value Proposition

with Meaning

Walt’s Quote.


“When I started on Disneyland, my wife used to say, ‘But why do you want

to build an amusement park? They’re so dirty.’

I told her that was just the point - mine wouldn’t be.”

DealerKnows: Showroom

Disney Virtue: Compassion.


The shift of power.


Education over negotiation.

1. Manager Involvement!2. No More No. 2!3. Share Recon Info!4. Share Vehicle History!5. Share Market Pricing Tool!6. 3rd Party Resource Sites!7. Influence Showrooming!8. Video Intro to Finance!9. Vehicle Delivery Coordinator!10.Set a Time Standard

Walt’s Quote.


“Do a good job. You don’t have to worry about the

money; it will take care of itself. Just do your best work -

then try to trump it.”

DealerKnows: Service Department

Disney Virtue: Endurance.


How do you fix it?

1. OEM manuals on hand!2. Utilize video and mobile!3. Give the “showroom” option!4. RFID tags!5. Service BDC


Loyalty.

Walt’s Quote.


“Do what you do so well that they will want to see it again

and bring their friends.”

DealerKnows: Employees

Disney Virtue: Unity.


Earn trust from your team.

1. Orientation!2. Call to home!3. Gift basket for the family!4. License plate/oil changes!5. Handle beefs!6. No coffee runs/car chases!7. Celebrate employees!8. Positive reinforcement!9. Spiff reviews and tasks!10.Training and conferences

Walt’s Quote.


“You can design and create, and build the most wonderful place

in the world. But it takes people to make the dream a reality.”

DealerKnows: Yourself

Disney Virtue: Determination.


Prove that you’re special.

1. Personal reviews!2. Desktop evidence!3. Branded emails!4. Proactive social media!5. Proactive advertising!6. CARE

Walt’s Quote.


“The more you like yourself, the less you are like anyone

else, which makes you unique.”

DealerKnows: Story

My Disney Experience.

Joe’s Quote.

DealerKnows: Trust

“Be better than what people expect you to be. Be better than what you

want yourself to be.”

Thank you for coming.

Dealer ThinkTank: Earning Trust in a Digital Age

Joe Webb Founder DealerKnows Consulting !DealerKnows.com 847-456-5130 !Twitter/zonewebb LinkedIn/zonewebb

Automotive

Joe Webb Earning trust in the digital age