THE DEALERSHIP CROSSROAD: Why You Should Base Your Sales Strategy On Quality & Value, Not On Lowest Price BRAD KRUSE Senior Vice President, Sales & Marketing MARKETING & SALES PLATFORM INVENTORY MANAGEMENT PLATFORM 2001 Inventory Management Marketing & Sales Billion Transactions 2012 Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | THE RISE AND DEMISE Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | WHAT ROAD WILL YOU TAKE? Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | 0-5 Year Old Cars In Operation Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | THE SECRET Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | HOW CONSUMERS SEARCHHOW CONSUMERS BUY THEY CANT BE SEPERATED YEAR MAKE/MODEL COLOR MILEAGE PRICE EXCITEMENT TRUST CONFIDENCE PERCEIVED VALUE FAIR PRICE LOGICALEMOTIONAL Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | 79% Value & Quality 21% Lowest Price & Double Discount *Source: CARMAX What kind of dealer do you want to be? Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | your not just looking for a house, you're looking for a place for your life to happen SEARCH & PRICE EMOTION & VALUE INTERNET DEPARTMENTSALES DEPARTMENT Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | THERES A DISCONNECT *Source: CARMAX What kind of dealer do you want to be? Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | THE ROAD TO THE SALE 3RD PARTY SITESDEALER WEBSITEBDCON THE LOTSHOWROOM Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | TO SUCCEED YOU MUST 3RD PARTY SITESDEALER WEBSITEBDCON THE LOTSHOWROOM LOGICEMOTION Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | Operationalizing The Emotional Sale Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | EXCITEMENT TRUST CONFIDENCE PERCEIVED VALUE FAIR PRICE emotional WHAT DOES CHANGE LOOK LIKE? Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | Open Mic Brad Kruse | MAXDigital | Senior Vice President of Sales & Marketing | CONTACT INFO Full Name: Brad Kruse Company: MAXDigital Job Title: Senior Vice President, Sales & Mktg. Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad