gm esummit 2012 david kain breakout session

A Dealer’s Guide to Digital Success: 3 Strategies that Drive Results!

David Kain President, Kain Automotive

Credentials §  Owner of Kain Automotive, Inc., Automotive Sales Training

specializing in Internet Sales and Automotive Business Development Centers

§  Dealer's Choice Award winner as the #1 Rated Internet Training Company 2008, 2009, 2010, 2011 & 2012 in Auto Dealer Monthly

§  Co-Founder and COO of FordDirect.com

§  18 years automotive retail experience; Dealer partner in Jack Kain Ford §  12 years Dealer Principal

§  Served on 2000 Ford National Dealer Council

§  BBA in Marketing and Management from Eastern Kentucky University

What is Digital Success?

Digital Sales 2012

Gross Average

Digital Total 2012

x

=

300

$2,000

$600,000

Vehicle Sales Projections

Yes! but

How?

3 Strategies

Proven Processes 1

The Right Structure 2

Skilled People 3

3 Strategies

KainAutomotive Process, Structure & People Study

Overarching Study Results

§  Processes

§  Structures

§  People

A Proven Process

I need…

Strategy # 1

Connect, Appoint and Sell

3-Day Personal Push

Personal Call

Day 2

Quick Hello Email

Day 3

Manager Call

Manager Email

New Lead Received

Day 1

Auto Response Email

Review the Lead

1st Personal Call

Personal Email

Handwritten Note

2nd Personal Call

Personal Email

The Two Week Press is designed to keep the customer excited about the benefits of buying

from your dealership.

Two Week Press

Quick Hello Email

Day 5

Personal Call

Survey Email

Day 8

New Info Email

Day 11

Personal Call

Orientation Email

Day 14

Specials or General Marketing Email

Monthly Marketing Messages Until they Buy or Unsubscribe

2 x Month 1 x Month

Professional eNewsletter

Nurture Marketing

Day 21

Quick Hello Email

Day 28

Personal Call

Survey Email

Day 35

New Info Email

Day 42

Personal Call

Orientation Email

KainAutomotive Study

FOLLOW-UP TIMELINE 1 to 10 days 4% >10 days 60 days 8% >60 days to 90 days 16% >90 days to 120 days 20% >120 days to 2 years 16% Until they buy or unsubscribe 36%

Pre-Contact Checklist q  Where did the lead come from? q  Do I know this customer? Previous buyer? q  What are they asking for? q  Can I answer their question? q  What should I focus on? q  Should I call or email them? q  What objections should I plan for?

Sell the reply Sell the call

Sell the visit Sell the car

Fundamental Tactics

Advanced Tactics

100% CRM Utilization

The Right Structure

Strategy # 2

I need...

20  

The Right Structure?

KainAutomotive Study STRUCTURE Internet Salesperson 13% Internet Sales Team 20% Business Development Center 30% Hybrid – Internet Team & BDC 20% Internet Dealership 16%

OR

Your Sales Team?

Internet Salesperson

Internet Sales Team

Client Care Center / BDC

Internet Dealership

Structural Evolution

“What’s Our Job Description?”

Roles & Responsibilities Checklist

Handout

Select the Right Candidates

Individual Self Evaluation

Handout

Internet Lead Volume: A Rule of Thumb Guide…

§  Full-time Internet salesperson A to Z §  60 - 80 leads per month depending on talent

§  Part-time Internet salesperson/Floor salesperson §  Up to 40 fresh leads per month

§  Full-time Appointment Setter/BDC Specialist §  Up to 150 fresh leads per month

(not including inbound calls)

Our Managers…. Please check all that apply q  Are actively involved in developing our Internet business q  Helped design our Internet Sales Process for each department q  Outline goals and objectives monthly and measure results q  Are actively involved in our Internet Marketing actions q  Have designed pricing actions that are consistent with our process q  Oversee their inventory on the website like they do the sales lot q  Update their online specials each month q  Review the competitive marketplace and generate new Internet ideas q  Review lead sourcing and determine where to spend their budget q  Are a key reason why we are having Internet sales success

Total Points = 10 Points for each check mark

29  

Handout – Manager’s Drive Results

My Role As a Manager Has Changed

“…I supervise the Floor, the Phone and the Internet – with equal awareness and energy”

Design the Best Structure For Your Dealership

Strategy # 3

Skilled People

I need…

Skilled People

34  

Key Qualities

§  Great salesperson §  Adapts easily to

technology §  Great communicator §  Great typing/texting skills §  Strong product

knowledge §  Quality presenter

KainAutomotive Study

EXPERIENCE LEVEL 6 months or less 0%

>6 months and 1 year 6.7%

>1 year to 2 years 13.3%

>2 years to 5 years 20%

>5 years to 10 years 36.7%

More than 10 years 23.3%

Student of the Internet

Click Where Your Customers Click

100% of your OPPORTUNITIES will come from your

MARKETING

100% of your RESULTS

will come from your PROCESS

Questions

Thank You!

David Kain President, Kain Automotive 859-533-2626 cell/text david@kainautomotive.com

Select Your Next Workshop!

Idea Exchange Workshops

Converting Leads

Digital Marketing

Social and Reputation Management

Dealer Executives

1:45 PM – 2:30 PM

Crafting a Quality Response Matthew Belk Better Car People

Using Mobile to Capture, Convert and Retain Customers Ben Anderson AutoMotion TV

Driving a Winning Online Reputation Jack Simmons Cars.com

Five Most Important Digital Reports for Dealers Jared Hamilton Driving Sales.com

Refer to your eSummit 2012 Conference Information form for workshop locations.