the internet and phones are the new showroom
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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 | seanb@dealersynergy.com
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Everything begins with a choice
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Change the way you do business or remain in your current state
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
You CAN change your paradigm
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Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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/
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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/
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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 !
https://www.impactbnd.com/blog/mobile-marketing-statistics-for-2016
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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/
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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/
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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In market buyers only visit 1.2 dealerships
before making a purchase
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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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 | seanb@dealersynergy.com
Re-allocate resources16
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the Infrastructure17
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the Infrastructure
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Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Make the Internet & Phones your focus
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Build the Infrastructure
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the Infrastructure21
You CAN’T staff heavy on the showroom and hope
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the InfrastructureShowroom setup
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Divide leads amongst sales professional
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the InfrastructureBDC/Call center setup
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Segregated & dedicated sales team
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Build the InfrastructureHybrid setup
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Team of Internet sales consultants
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Lead ManagementHow to disburse leads
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Use training agendas to quantify lead disbursing
• Qualifications • Certifications • Leverage (Privilege driven)
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Lead ManagementCRM setup
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Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Lead ManagementPhase 2 Follow up process
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Days 11 - 31
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Lead ManagementPhase 3 Follow up process
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Days 32 - 90
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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”
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Lead ManagementContent library – Video emails
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Video follow up
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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!"
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Phone Philosophy37
An Internet sale is predominately a phone sale
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Phone PhilosophyOutbound process
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Objective • Secure appointment • Set up TO
Goal • Identify needs, wants & objections • Meet them • Exceed them
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Phone PhilosophyInbound process
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Objective • Identify needs, wants & objections • Meet them • Exceed them
Goal • Gather information • Secure appointment • Set up TO
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Phone PhilosophyTop 7 reasons people go online
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• Research • Availability • Convenience • Trade in • “I hate car salesmen” • Credit • What if’s
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Phone PhilosophyScripts
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Inbound Outbound Objections Rebuttals
Develop scripts for EVERY situation
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
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
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Conclusion43
The Internet & Phones are MOSTLY a follow up department
The success formula !
• Infrastructure • CRM • Phones
I.C.P.
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Conclusion44
If the Internet & Phones are the new Showroom you need to make
them your #1 priority
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Conclusion45
9/10 people prefer to connect on the phone
You get ONE shot to make a first impression
Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.313.6776 | seanb@dealersynergy.com
Social Media
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/seanvbradley
/photos/dealersynergy /in/seanbradley
@seanvbradley
/SeanVBradleyTV
@seanvbradley
Questions
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Sean V. Bradley, CSP, MSG President |Dealer Synergy | Audubon, NJ | 267.3139.6776 | seanb@dealersynergy.com
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