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In this presentation David Kain of KainAutomotive.com covers the 3 Keys to Digital Success in Automotive.
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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 [email protected]
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.