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Does your in-dealership experience match your customer’s online experience? If not, you’re bound to lose sales according to David Kain of KainAutomotive.com. David was the international guest speaker at this year’s Australian Automobile Dealers Association National Dealer Convention (AADA) where he presented his insightful lead-generating strategies and customer communication techniques which are designed to boost the car buying experience. Click now to hear David’s presentation: http://enews.ebusinessmedia.com.au/client/aada/2013/Main_pres_01.mp3
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Internet Sales Success It’s all about mastering the Fundamentals
Presented by David Kain President, KainAutomotive.com
Let’s connect! 859-533-2626 cell/text
David.Kain Skype @KainAutomotive Twitter
+ David Kain Google + [email protected]
Mastering the Fundamentals
• The Car is the STAR! • An “Enquiry” is a real Person • Understanding the Shopper’s Journey • Process is the Success Path • Make the 1st Contact the Best Contact • The Dealership MVT
3
The CAR is the STAR Beautiful Listings
6 eImportsforless.com
7 eImportsforless.com
8 StarwoodMotors.com
9 StarwoodMotors.com
Don’t Forget…
• A well written and inspirational description of the vehicle that motivates a call or click
• On the Market Pricing!
If they don’t want your
car…
You won’t receive an Enquiry!
13
An Enquiry is a Real Person
“I’m not an enquiry…I’m a person”
New Car Buyer Profile
$87,100 Average Annual Income
54% have a College
Degree or Higher
Average Age Is
40.1 years
60% Male and 40%
Female
2013 Netpop/Google Global Auto Shopper Study, Australia, New Cars
New Car Buyer Profile
2013 Netpop/Google Global Auto Shopper Study, Australia, New Cars
51% Need to Replace an Old
Car
Average Price
Paid for a New
Car = A $30,700
Avoidance
Best Price
Convenience
The ABC’s of the Internet Shopper
Only 17% know the make & model they want to buy
2013 Netpop/Google Global Auto Shopper Study, Australia, New Cars
19
Understanding the Shopper’s Journey
It’s a Long and Tangled Path
Different Shopping Experiences
Take Virtual Field Trips
To understand why customers made an enquiry
Get your Manager’s Involved
Put the Mouse in their hand
25
Process is the Success Path
The most important 1st Step
Date/ Time: September 12, 2013 / 8:17 am Source: Dealer Website Lead Type: Enquiry on Price Name: Jack Reacher Email: [email protected] Address: 12 Martens Place, BROOKFIELD 4069 Phone: (262) 797-9400 Make/Model: 2013 Subaru Forester Stock # CA2276 Comments: I would like a price on this Forester for my wife and will be trading in my 2010 Honda Accord with 23,500 miles
Do I know him?
Contact Info?
Asking for?
Lead Source?
Can I answer ?
27
The “How To” Guide for your Sales Team
Day 1 is the BIRTHDAY of the Enquiry
An “ExcepQonal” Day 1
New Lead Received
Auto Response Email
Pre-‐Contact Checklist
1st Personal Call
Personal Email
HandwriVen Note & Text
2nd Personal Call
Personal Email
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Elapsed Qme to 1st Contact = 5 Minutes
Always, always, always…leave a Quality Voicemail
Day 1 Board Go Retro to Go Forward
The Day 1 Board keeps me involved on each and every
prospect
Day 1 Available Actions
Call within 5 minutes
Personal email a]er the call
Personal video via email or text
Quick text with message / picture / video
HandwriVen note or postcard
Day 1 is the Connection Day
Sell the REPLY ask a question Sell the CALL save them time Sell the VISIT inspire a drive Sell the CAR make it special
The RIGHT Communications Sequence
Don’t be like “MOST” Salespeople
Don’t just ask for the appointment
Offer Sincere Assistance
What if we don’t
CONNECT on Day 1?
We PUSH
PRESS NURTURE
3-‐Day “PERSONAL PUSH”
Personal Call 2x
Personal email 2x
HandwriVen note & Text
Personal call
Personal email
Manager review & call or BDC call
Manager or BDC email
Day 1 Day 2 Day 3
Two Week “PRESS”
Update email
Update call
Survey email
Update call
Bridge to long-‐term email
Update email
Day 5 Day 8 Day 11 Day 14
Long-‐term “NURTURE MARKETING”
Events/Vehicle Specials/Service Specials
Update call
Update email
Un3l they Buy or Unsubscribe
Weeks 3 -‐ 6 2 x Monthly
After Connecting you need
“Situational Processes”
Contact made appointment set Contact made no appointment Appointment no show Appointment show unsold Etc.
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Contact Made & No Appointment
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Make the 1st Contact the BEST CONTACT
The 1st Call
CALL CONTROL
WORKSHEET
Talk Pretty
May I ask…
Certainly I would be happy to
I apologize
I understand
I am glad you called
Please allow me…
Thank You
44 44
I can help you with that Right Away
Talk Pretty Type Pretty Text Pretty
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The 1st Email THE SUBJECT LINE IS CRITICAL
Hi Patrick…Price Info on the 2013 Camry…David @ Sydney Toyota
Good Foundation Examples: • Hi Tiea…2013 Camry info…from David @ Anytown Toyota • Hi Tiea…2013 Camry price…from David @ Anytown Chevy • Tiea…did the spam monster eat my emails? David at Anytown Ford • Tiea…Kia Rondo availability…from David at Anytown Kia • Hi Tiea…Would love more info on your 2008 A4? David at Anytown Audi • Message from the Owner or GM @ Anytown Mercedes Benz A Little Different Twist Examples: • Hi Tiea…1st pick of our new batch of Tiguans…David @ Anytown VW • Hi Tiea…2 quick questions about your Altima request…David @ Anytown Nissan • Tiea…what if we paid you for a Challenger test drive? David @ Anytown Dodge • Tiea…need some gas? Free gas with a Fiat test drive…David @ Anytown Fiat • Hi Tiea…I’ve asked my manager to help me with your Sonata request…David @ Anytown Hyundai
Other Creative Examples: • Hi Tiea…Can you? • Hi Tiea…Will you? • Hi Tiea…Did we?
Subject Lines = Opened Emails
The most valuable element of an email…
? ques/ons generate replies!
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• Does your Subject Line inspire them? • Does your email have a question? • Did you sell the value of a phone call? • Do you have a link to the vehicle • Would a video walk-around help?
Before you Hit Send…
The 1st Text
52
The 1st Video
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The 1st Video
54
The 1st Video
The 1st Note
Hi Mike, Just wanted to say thanks for considering us for your new BMW. Please keep my name and number handy. I’m here to help! David
The 1st Voicemail
57
The Dealership MVT’s
Dealership MVT Emails
Videos
CRM Notes
Phone Calls
Texfng
Pictures
“Most Valuable Tool”
I can help you
succeed
59
Develop a CRM Culture
?
Are you making notes in your CRM on your
customers?
It’s easy to do…Just ask, and then add info to your
CRM. Customers
appreciate it.
Lives close by dealership
Married with 2 kids
Husband is Joe, kids are Mike & Jenny
Previous buyer
Owner of Ad Agency
Birthday is October 12th
Likes to pay cash or lease
Birthday is October 12th
Loves Soccer and Photography
Favorite car colors are Blue and Silver
Your CRM is your Assistant
You have a call to make…here’s
the details
If your CRM looked like these guys would you listen more?
You have a call to make…here’s
the details
You have a call to make…here’s
the details
64
Wrap Up!
Mastering the Fundamentals
• The Car is the STAR! • An “Enquiry” is a real Person • Understanding the Shopper’s Journey • Process is the Success Path • Make the 1st Contact the Best Contact • The Dealership MVT
Put on your Lab Coat…
This is a Grand Experiment
You will have to try many different approaches
Questions?
THANK YOU!!!
Let’s connect! 859-533-2626 cell/text
David.Kain Skype @KainAutomotive Twitter
+ David Kain Google + [email protected]