becoming an internet dealership for 2013 and beyond

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

Email

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!

Facebook

• 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 Belljimbell1974@gmail.comTwitter: @jimbthecarguy

Facebook: www.facebook.com/jimbthecarguyLinkedIn

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