digital dealer 18 presentation by todd smith and david kain

The Wizard and the Silver Fox Deliver Digital Magic

Todd Smith, CEO of ActivEngageDavid Kain, founder of Kain Automotive

@Toddlearsmith | @Kainautomotive

Digital

Magic

1HIRE THE

RIGHT

APPRENTICE

Which style fits your future?

Perhaps somewhere in between?

TRAITS TO LOOK FOR:

Trait 1 – Loves Digital

Trait 2 – Embraces Change

Trait 3 – Socially Oriented

and has…

@Toddlearsmith | @Kainautomotive

SKILL SET

Great salesperson

Adapts easily to technology

Excellent communicator

Great typing/texting skills

Strong product knowledge

Quality presenter

RECRUITING:

UPDATE THE MESSAGE

Energetic people needed for

Internet Communications

Digital Marketing

Social Media

INNOVATIVE

COMPENSATION

Draw +

Commission

Salary +

BonusVS.

2 REMOVE THE WIZARDRY

FROM YOUR WEBSITE

Dealer &

Brand Logos

Contact

Us

Service

Scheduler

New Car

SpecialsUsed Car

Specials

Cluster of

VDP Pages

Lead

Forms

Meet Our

Staff

CREATE A

CLEAR PATH

MINIMAL

OPTIONS

WHICH WOULD YOU

SEND?

VS.

OPTION A.

OPTION B.

WINNER!!!! OPTION B.

3TRICKS OF

THE LIVE CHAT

TRADE

YOU HAVE TO INSPIRE A CHAT

VS.

OPTION A.

OPTION B.

WINNER!!!!

OPTION A.

CHAT LIKE YOU ARE FACE TO FACE

BEHAVIORAL INTELLIGENCE

LIVE CHAT BENCHMARKS

1-2% of UV’s Click to Chat

6 seconds to answer a chat

80% of chats are converted into a lead

20% of leads include appointment

5-10 minute conversation length

4 CREATE AN EFFECTIVE

FOLLOW-UP PLAN

PUSH

PRESS

NURTURE

For 2

Weeks

Forever

For 3 Days

Day 1 Day 2 Day 3

“PERSONAL PUSH”

Recommended Actions

Day 5 Day 8 Day 11 Day 14

Connection Plan

SP/BDC

Personal

Call

Manager Call

if needed

SP/BDC

Personal

Call

Dealer Satisfaction

Survey Email

SP/BDC

Quick Update Email

SP/BDC

Bridge to long-term

Email

SP/BDC

Personal

Call

Auto Response

Casual Contact

Recommended Actions

Mid-Term

Recommended Actions

SP/BDC

Call 2x

SP/BDC

Personal

Email 2x

Optional

Personal

Note & TEXT

SP/BDC

Personal

Email

Manager Email

SP/BDC

Quick Email

SP/BDC

Personal

Call

CONNECT QUICKLY WITH

PERSONAL COMMUNICATIONS

SP/BDC

Personal

Call

Manager

Lead Review

Meeting

TWO WEEK PRESS

STAY IN CONTACT UNTIL THEY BUY

WITH…NURTURE

MARKETING

2 x Month 1 x Monthup to 3 months

SP/BDC

Personal Call

Dealership

eNewsletter &

Specials Email

Continue to follow up until they buy or unsubscribe

1x Week 1 x Week

SP/BDC

Personal Call

SP/BDC

Update Email

NURTURE PHASE I

Weeks 3 - 6

NURTURE PHASE II

6 + Weeks

5 MAKE YOUR 1ST

RESPONSE

YOUR BEST RESPONSE

RULE OF 2’S

On average, shoppers will

visit 2 dealers

…and will take 2 test drives throughout the process

Source: Edmunds.com Car Shopping Trends Report

CALL

FIRST

Hi David,

I’m excited to help you with your 2008 Dodge

Challenger purchase. Here’s a link with the

pricing information and a brief video of the car.

Would you have a moment for a call to let me

tell you some important information about the

Challenger?

Kelly

(btw…I’m text friendly at 813-547-1367)

SEND ENGAGING EMAILS

Here’s a link with the

pricing information and a

brief video of the car.

(btw…I’m text friendly at

813-547-1367)

BE HUMAN

Leverage Video to inspire curiosity – be natural

PROVIDE VALUE

6DEVELOP

FANTASTIC

COMMUNICATION

SKILLS

I am an

amazing

communicator

AVOID THIS

MOST COMMON MISTAKE

CONTROL

YOURSELF

CONTROL

THE CALL

I HATE Scripts!

CREATE YOUR EDC

EMPLOYEE

DEVELOPMENT

CENTER

7BE SOCIALLY

ENGAGING

Have a Daily SOCIAL HOUR

with your Sales Team

post interesting product info

endorse friends & clients

like customer and friend posts

+1 industry news and company events

Post a Daily product video

IT’S NOT SELLING

IT’S SOCIALIZING

Endorse

Like

Favorite

8YOUR CRM IS THE

SECRET TO YOUR

MAGIC

WHAT DOES

CRM MEAN?

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

Always gets a sunroof

Loves Soccer and

Photography

Favorite car colors

are Blue and Silver

Remember…the more you know about

your clients the better you can help

them and in turn…help yourself!

Managers need to know the CRM

better than anyone in the store!

DAILY MANAGEMENT CRM

CHECK-OUTS

9 MAKE FIXED OPS A PRIORITY

DRIVE SERVICE TRAFFIC

TO YOUR WEBSITE

Metrics you can’t positively

live without messing up your

job and potentially putting

your career in jeopardy

10

THE WIZARD’S METRICS

Unique

Visitor

Traffic

Bounce

Rate

Pages

per

Visit

Conversion

Rate

THE FOX’S METRICS

Response

Time

Connect

Rate

Appts

Kept

Close

Rate

Digital

Magic

Todd Smith

CEO of ActivEngage

Todd@activengage.com

(321) 441-7700

@Toddlearsmith

Share an important takeaway you received from this session

using hashtag #DD18 for a chance to win an iPad.

David Kain

Founder of Kain Automotive

David@kainautomotive.com

(859) 533-2626

@Kainautomotive