why car dealers are failing online customers
DESCRIPTION
Discover The 5 Essential Step To Keep Up With The Changes In How Your Customers Buy Cars. This Executive Briefing explains how Dealers are failing their online customers and what you need to do about itTRANSCRIPT
Why Dealers Are Failing Their Online
Customers
The 5 Essential Steps To Keep Up With The Changes In How Your Customers Buy Cars
How Consumers Make Buying Decisions
The Five Pillars Missing From Dealerships
Internet Sales!
How Has The Internet Changed The Behaviour Of
Our Customers And What Impact Has
This Made
How Consumers Make Buying Decisions
The Five Pillars Missing From Dealerships
Internet Sales!
Influenced By Dealership90%
Influenced Outside Of Dealership
10%
Intent To Purchase
Purchase Made
Before The Internet
Dealerships Would Rely Upon Sales Tactics To…
• Enter The Conversation In The Buyers Head• Understand Their Needs/Wants• Present Vehicles To Build Value• Explain Pricing Structure and…• Influence The Sale
Dealerships Had Marketing Strategy To Generate Enquiries
How Consumers Make Buying Decisions
The Five Pillars Missing From Dealerships
Internet Sales!
Influenced By
Dealership10%
Influenced By Online Sources Or The DealershipUp To 90%
Intent To Purchase
Purchase Made
Today With The Internet
• The Buying Conversation Is Happening Online Not In The Dealership.
• The Lines Between Marketing Strategy and Sales Tactics No Longer Exist
• We Are No Longer The Source Of Product Information• Our Customers Are Contacting Us Later In Their Purchase
Decision• We Need To Find New Ways Of Creating Value & Making The Sale
How Important Is The Internet In The Sales Process?
The Five Pillars Missing From Dealerships
Internet Sales!
Source: Cobalt – New Buying Influences
Over 92% Of Australians Use The Internet To
Research Products and Purchases Prior To
Engaging With Dealerships
Using Old Sales Tactics With Internet Enquiries Doesn’t Work!
The Five Pillars Missing From Dealerships
Internet Sales!
89% Of Consumers Are Unhappy With How Dealerships Manage Their Online Enquiries.
The Three Biggest Complaints Are….• Poor Response Times• Lack Of Follow Up• Lack Of Transparency
Source: Cobalt – New Buying Influences
Your Customers Have Evolved
The Five Pillars Missing From Dealerships
Internet Sales!
…Don’t You Think It’s Time Your Marketing And Sales
Evolved Too?
The 5 Essential
Steps To Keep Up With The Changes In How Your Customers Buy Cars
What Consumers Really Want
The Five Pillars Missing From Dealerships
Internet Sales!
Your Customers Desperately Want Someone To Lead
Them Through The Buying Process and
Make It Easy For Them To Buy
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 1- Create Company Culture That Understands New Buyer Behaviour
• What’s The Attitude Towards Internet Enquiries• Eliminate Beliefs That Are Limiting Sales• Be Proactive Not Reactive• Understanding New Buyer Needs
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Potential
Results
Actions
Beliefs
AffectsAffects
Affects
Affects
Why Culture Is Vital
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 2- Complete Online Sales Strategy
Tactics – We’ll List Our Cars On The Internet and Let The Sales Team Do The Rest
Where As…
Strategy – Looks To Maximise Enquiries & Sales Conversions By Treating The Internet as a 24 Hour Sales Person
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 2- Complete Online Sales Strategy
• Online Personality• Online Reputation• New Car Lead Strategies• Used Car Lead Strategies• Sales Systems & Scripts• Performance Benchmarks• Accountability
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 3- Online Presence• Where Are Your Customers Searching• Have You Got The Right Message For Your Market• How Good Do Your Listing Look• How Can You Set Your Sales Team Up For Success• Why Would Someone Enquire With You• How Else Can You Engage With Your Customers Online?
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 4- Sales Processes• Pull Selling Vs Push Selling• Proactive Sales Team• Phone Scripts• Outside Appointments• Follow Up Procedures• Accountability• Performance Benchmarks• 30 Critical Minutes
The Internet Sales Evolution
The Five Pillars Missing From Dealerships
Internet Sales!
Step 5- AccountabilitySet Benchmarks & Hold Team Accountable For…• Response Times• Appointments• Outside Appointments• Closing Ratio• Gross Profit• Finance & Aftermarket Penetration
The Process Of Change
The Five Pillars Missing From Dealerships
Internet Sales!
If You’re Serious About Selling More Cars1. Commit To Improvement2. Define Goals and Level Of
Expected Improvement3. Implement Proven Formula4. Monitor Results5. Refine Processes Until We
Exceed Results
Case Study – Gary Cricks Maroochydore
The Five Pillars Missing From Dealerships
Internet Sales!
July 2012 – Used Cars
• Converted 9% Of Internet Enquiries Into Sales Resulting In7 Deals
• No Clear Strategy Or Sales Processes Specific For Internet Leads
• Sales Team Weren’t Interested In Internet Leads, Preferring To Wait For Walk
in Enquiries (Reactive)
Case Study – Gary Cricks Maroochydore
The Five Pillars Missing From Dealerships
Internet Sales!
How They Evolved1. Improved Quality Of Listings With Better Photo’s and
Comments That Sold Dealership Benefits2. Changed Auto Response Sequence To Align With Buyers
and Start To Build Value3. Developed Clear Dealership Benefits4. Implemented Performance Benchmarks5. Implemented New Sales Scripts 6. Improved Internet Sales Processes7. Implemented Weekly Training 8. Held Sales Team Accountable
Case Study – Gary Cricks Maroochydore
The Five Pillars Missing From Dealerships
Internet Sales!
September 2012 – Used Cars1. 48% Of All Enquiries Resulting In Face To Face
Appointments (Still Not Quite At Benchmark)2. 70% Of Appointments Resulting In Sale3. Overall Closing Ratio Of 32%4. Over 20 Deals (An Increase Of nearly 300%)5. Proactively Helping Customers With Buying
ProcessThere’s Still Room For Improvement Over The Next 60 Days
Where To From Here
The Five Pillars Missing From Dealerships
Internet Sales!
If There Was No Risk To You, Only Upside Would You Want Your Internet Sales To Grow By As Much As 300% In The
Next 3 To 6 Months?
Call Us Now
The Five Pillars Missing From Dealerships
Internet Sales!
Mathew BoyleDirector
Phone: 07 5477 0811Mobile: 0431 636 706
Email: [email protected]:www.NewRulesOfSelling.com.au