The Internet and Phones are the New Showroom

The Internet And Phones Are The New Showroom

Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ 267.313.6776 | [email protected]

Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | [email protected]

Everything begins with a choice

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Change the way you do business or remain in your current state

mailto:[email protected]


You CAN change your paradigm

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Expanding online opportunity

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Internet Marketplace is BOOMING

• 244 million Amazon users • 54 million Prime users • Price sensitive • Net sales 88.99 billion (2014)

• 44% go to Amazon for product searches

http://expandedramblings.com/index.php/amazon-statistics/



The Automotive Marketplace

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Real opportunity exists on the Internet

• 12.5 hours spent shopping online • 7.9 websites visited before buying • 45% of time is spent on 3rd Party sites • 75% of purchases come from the internet (new)

• 77% of purchases come from the internet (used) • Leasing accounts for 29% of all new retail

sales • 18.1 million new car & truck sales in 2016

https://www.impactbnd.com/blog/mobile-marketing-statistics-for-2016 http://www.dealermarketing.com/2015-auto-sales-trends-and-2016-projections-from-edmunds-

com/


https://www.impactbnd.com/blog/mobile-marketing-statistics-for-2016



A Mobile Marketplace

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It is a mobile world

• 34% ONLY use mobile devices to read email • 80% of internet users own a smartphone • 48% of consumers start mobile research with a search engine • 33% of consumers start mobile research with a branded website • 26% of consumers start mobile research with a branded app • 50% of smartphone users grab their device Immediately after waking up !




Automotive Mobile Marketplace

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The opportunity is yours for the taking

• 88% of customers use the internet to car shop • 46% use multiple devices to get to dealer websites • 14% use mobile to get to dealer websites

http://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey



Automotive Mobile Marketplace

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More time is being spent shopping

• 59% of time is spent online before purchase • 71% Research • 68% Searching vehicles • 64% comparing vehicles • 63% find current car worth • 46% Locate dealer or get info

http://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey



Google Micro Moments

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In The Moment Immediate. Relevant.

Frictionless

• 82% evaluate buying decisions • 62% solve unexpected problems • 90 % pursue big goals in • 91 % try new things

https://www.thinkwithgoogle.com/micromoments/intro.html



Google Trends

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• 78% of web search volume • 2 trillion annual searches • 2.3 million searches per second • 89% of the US mobile organic market • 1.7 billion total users • 60 trillion web pages indexed

http://www.internetlivestats.com/google-search-statistics/ http://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-

facts/


http://www.internetlivestats.com/google-search-statistics/

http://www.internetlivestats.com/google-search-statistics/


YouTube Trends

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• Over 1 billion users

• 4 billion video views per day • 40 minutes average viewing session • 6 billion videos watched per month • 300 hours per minute of new content uploads • The number of channels earning six figures is up 50% • Reaches more Millennials than any cable network

https://www.youtube.com/yt/press/statistics.html http://expandedramblings.com/index.php/youtube-statistics/


https://www.youtube.com/yt/press/statistics.html

https://www.youtube.com/yt/press/statistics.html


Automotive Trends

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80% of ALL transactions start on search

• 22% of auto shoppers are millennials • 70% of shoppers are men • Women drive 80% of ALL consumer purchasing • 3x more time spent researching than in 2013 • 75% of searches was performed on digital

• 1 in 3 adults watch auto content on YouTube once a month • Bold brands think Digital FIRST

https://www.thinkwithgoogle.com/infographics/digital-trends-auto-shoppers-july-2016.html https://www.thinkwithgoogle.com/articles/auto-trends-consumer-behavior.html

http://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers/#4130e712897d


https://www.thinkwithgoogle.com/infographics/digital-trends-auto-shoppers-july-2016.html

https://www.thinkwithgoogle.com/infographics/digital-trends-auto-shoppers-july-2016.html

https://www.thinkwithgoogle.com/articles/auto-trends-consumer-behavior.html

https://www.thinkwithgoogle.com/articles/auto-trends-consumer-behavior.html


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In market buyers only visit 1.2 dealerships

before making a purchase



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The Internet and Phones are the new Showroom



Re-allocate resources16



Build the Infrastructure17



Build the Infrastructure Reality Check

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300 Cars a Month

27 Salespeople Generating 111 units from Phone/Internet Department

189 Remaining Units from the Showroom

27 Salespeople / 189 Units = 7 Units Per Salesperson

8 Ways to Sell a Car - 2 Ways (Phone/Internet) = 6 Ways

Increase 2 Units x 27 Salespeople = 54 Additional Net Units Point of Diminishing Return on Follow Up for the Showroom



Build the Infrastructure

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Make the Internet & Phones your focus

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Build the Infrastructure



Build the Infrastructure21

You CAN’T staff heavy on the showroom and hope



Build the InfrastructureShowroom setup

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Divide leads amongst sales professional



Build the InfrastructureBDC/Call center setup

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Segregated & dedicated sales team



Build the InfrastructureHybrid setup

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Team of Internet sales consultants



Lead ManagementHow to disburse leads

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Use training agendas to quantify lead disbursing

• Qualifications • Certifications • Leverage (Privilege driven)



Lead ManagementHow many leads per rep?

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Showroom sales professionals BDC/Call Center Hybrid professional

40 50 60 Basic Average Above

Average

80 100 120 150 New Average Above Superior

Avg !

80 100 Basic Average



Lead ManagementCRM

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• Email open rate 2-4% • Phone connection rate 11-14% • Primetime to connect on phones 6-8pm • Text messages are opened 98% of the time • Video in email 200-300% read/open rate • Social media communication stats • Apple Facetime stats

CRM follow up stats



Lead ManagementCRM

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• Manage the sales pipeline • Manage follow up • Deploy Action Plans

• Phone call • Email • Text • Chat • Social media • Facetime • Skype

https://www.swc.com/blog/customer-relationship-management/the-three-main-components-crm-system

CRM mastery is critical



Lead ManagementCRM

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• Action plans • Input work schedule • Ensure you are in the rotation to receive leads • Setup automated templates • Organize task and to-do lists • Prioritize buckets • Utilize reports • Execution

CRM setup process



Lead ManagementCRM setup

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Lead ManagementPhase 1 Follow up process

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Phase 1 Follow up process • Email • (1) Phone call [9a-6p] • (2) Phone call [6p-8p] • Video email • Facetime • Skype • Social media

Days 1 - 10




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Days 11 - 31




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Days 32 - 90



Lead ManagementContent library - Email

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Email templates are ONE part of the follow up strategy

Develop UNIQUE templates • Compelling subject lines • Relevant text content • Optimized for mobile delivery • Proper “Call to Action”



Lead ManagementContent library – Video emails

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Video follow up



Lead ManagementContent library – Voicemail messages

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Voicemail messages are a CRUCIAL follow up component

Develop UNIQUE templates • Templates for EACH day • Vary message themes • Proper “Call to Action” • Creative in approach

• Soundboards • YouTube

Hello {customer name}, this is {coordinator}

from {dealership}. I received your purchase

request for the {year make model}. I just

emailed you information about the vehicle

and our dealership. When you read it you

will be pleasantly surprised about the

amazing benefits of doing business with us.

My number is {phone number}. Please give

me a call to go over additional benefits.

My number is {phone number} Thank you!"



Phone Philosophy37

An Internet sale is predominately a phone sale



Phone PhilosophyOutbound process

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Objective • Secure appointment • Set up TO

Goal • Identify needs, wants & objections • Meet them • Exceed them



Phone PhilosophyInbound process

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Objective • Identify needs, wants & objections • Meet them • Exceed them

Goal • Gather information • Secure appointment • Set up TO



Phone PhilosophyTop 7 reasons people go online

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• Research • Availability • Convenience • Trade in • “I hate car salesmen” • Credit • What if’s



Phone PhilosophyScripts

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Inbound Outbound Objections Rebuttals

Develop scripts for EVERY situation



Phone PhilosophyValue Package Proposition

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What makes you different and better than your competition?

• Military/First responders • First time buyers • Women • Students • Teachers • Service perks • Daycare service • Free food • Community involvement



Conclusion43

The Internet & Phones are MOSTLY a follow up department

The success formula !

• Infrastructure • CRM • Phones

I.C.P.



Conclusion44

If the Internet & Phones are the new Showroom you need to make

them your #1 priority



Conclusion45

9/10 people prefer to connect on the phone

You get ONE shot to make a first impression



Social Media

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Questions

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The Internet And Phones Are The New Showroom

Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ 267.313.6776 | [email protected]