why dealers are failing their online customers

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Why Dealers Are Failing Their Online Customers The 5 Essential Steps To Keep Up With The Changes In How Your Customers Buy Cars

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Discover Why Dealers are failing their online customers and the five essential steps to keep up with the changes in how your customers buy cars

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Page 1: Why Dealers Are Failing Their Online Customers

Why Dealers Are Failing Their Online

Customers

The 5 Essential Steps To Keep Up With The Changes In How Your Customers Buy Cars

Page 2: Why Dealers Are Failing Their Online Customers

How Consumers Make Buying Decisions

The Five Pillars Missing From Dealerships

Internet Sales!

How Has The Internet Changed The Behaviour Of Our Customers &

How Does This Impact Dealers

Page 3: Why Dealers Are Failing Their Online Customers

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 Simply To Generate

Enquiries

Page 4: Why Dealers Are Failing Their Online Customers

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

Page 5: Why Dealers Are Failing Their Online Customers

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

Page 6: Why Dealers Are Failing Their Online Customers

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

Page 7: Why Dealers Are Failing Their Online Customers

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?

Page 8: Why Dealers Are Failing Their Online Customers

The 5 Essential

Steps To Keep Up With The Changes In How Your Customers Buy Cars

Page 9: Why Dealers Are Failing Their Online Customers

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

Page 10: Why Dealers Are Failing Their Online Customers

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

Page 11: Why Dealers Are Failing Their Online Customers

The Internet Sales Evolution

The Five Pillars Missing From Dealerships

Internet Sales!

Potential

Results

Actions

Beliefs

AffectsAffects

Affects

Affects

Why Culture Is Vital

Poor Beliefs Among Your Sales Team Restrict Your Potential, Their Actions and Your Results

Page 12: Why Dealers Are Failing Their Online Customers

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

Page 13: Why Dealers Are Failing Their Online Customers

The Internet Sales Evolution

The Five Pillars Missing From Dealerships

Internet Sales!

Step 2- Complete Online Sales Strategy

Consider The Following…• Your Online Personality• Your Online Reputation• New Car Lead Strategies• Used Car Lead Strategies• ProvenSales Systems &

Scripts• Performance Benchmarks• Accountability Measures

Page 14: Why Dealers Are Failing Their Online Customers

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• Why Would Someone BUY From You• How Else Can You Engage With Your Customers Online?

Page 15: Why Dealers Are Failing Their Online Customers

The Internet Sales Evolution

The Five Pillars Missing From Dealerships

Internet Sales!

Step 4- 8 Key Ingredients To Sales Success…• Proactive Sales Team• Pull Selling Not Push Selling• Proven Phone Scripts• Outside Appointments• Follow Up Procedures• Accountability• Performance Benchmarks• 30 Critical Minutes

Page 16: Why Dealers Are Failing Their Online Customers

The Internet Sales Evolution

The Five Pillars Missing From Dealerships

Internet Sales!

Source: Brad Sugars – Action International

Page 17: Why Dealers Are Failing Their Online Customers

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

Page 18: Why Dealers Are Failing Their Online Customers

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 Know Your

True Potential3. Implement Proven Formula4. Monitor Results5. Refine Processes Until We

Reach Potential6. Maintain New Standards

Page 19: Why Dealers Are Failing Their Online Customers

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)

Page 20: Why Dealers Are Failing Their Online Customers

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

Page 21: Why Dealers Are Failing Their Online Customers

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 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

ProcessAll Within 60 Days And Still There’s Room For More Growth

Page 22: Why Dealers Are Failing Their Online Customers

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?

Page 23: Why Dealers Are Failing Their Online Customers

Where To From Here

The Five Pillars Missing From Dealerships

Internet Sales!

Call Us Now To Arrange Your No Obligation

Internet Sale Audit (Valued At $247)

Let Us Look Into Every Aspect Of Your Internet Sales and Identify If There’s Any Areas For Rapid

Growth.

Page 24: Why Dealers Are Failing Their Online Customers

Call Us Now

The Five Pillars Missing From Dealerships

Internet Sales!

Mat BoyleDirector

Phone: 07 5477 0811Mobile: 0431 636 706

Email: [email protected] Web:www.NewRulesOfSelling.com.au

All Results Are Guaranteed!