General observations from shopping within the region
Advanced Internet Lead Management
Client Buying Cycle
How to be a Lead Detective
Top Ten List
Dealer Work Shop Agenda
Lead Handling Demonstration
eVitals Example 2 ABC Toyota 2010
Automotive Internet Shopper
Craig’s bar chart
Key Concepts *Key Concept-1 Be a Lead Detective. Deconstruct the lead before responding. *Key Concept-2 The Quality of the Response Determines the Quality of the Lead The wrong response sent quickly can send your prospect shopping elsewhere .
Are we listening
Hello Mr. Snoke, My name is xxxx and I was told you might be interested in a new camry. Feel free to call me and I would love to help you find the camry you are looking for. If you have a questions please call. Thank you and have a great day.. 555-555-1212
What was the question?
My name is xxxx Internet Customer Relations. I received your inquire on the 2010 Toyota FJ Cruiser.
The Toyota FJ Cruiser is designed for adventure, tailored for any owner, and has extensive safety features. I would like to better assist you in your search by asking a few questions.
What three colors are you interested in?
What options do you require?
What package did you have in mind?
Here at the dealership we have a huge selection of new and pre-owned vehicles. Please call me with any questions you have on the 2010 Toyota FJ Cruiser. My direct line is 555-555-1212.
Be a lead detective!
Deconstruct the lead
2010 Model 2010 Model Color Int .
Stock # Specific
The 5 quality components
Trade / BlkBk On Line
Lead Management Top Ten List
Respond within 15 minutes or less.
Be a lead detective and determine what bucket the opportunity falls into. Deconstruct the lead and look for clues!
Use the phone 1st if there is a number.
When calling the client address the lead submission form.
Use the subject line to communicate effectively.
Use mirror messaging response's and answer all client questions on the 1st contact.
The email response to a lead that contains a stock number must include the 5 quality components : availability, price and alternatives.
Manager confirmation calls to improve the show ratio.
Daily MAD Meeting with a manager.
Follow up a minimum of 120 days with clients that have not been contacted via email and phone .
Internet Lead Management
How many people do you need
Cradle to Grave vs BDC/CRC
When does a BDC make sense
How many leads can your team handle? 300 450 525 1/mo 2/mo 3/mo
In-Dealership Day 1: AM
Audience(s): Dealer, GM, and Internet/BDC Manager/Internet Sales
Review mystery shop with Dealer
One on One interview with all the key stake holders. Thirty minute sessions,
Observe the utilization of the store’s CRM.
Assess the use of the Phone in the Internet Lead Handling process
Discuss areas of Internet Lead Management concern
Isolate obstacles preventing the store from seeing greater results
Prepare recommendations and the Action Plan for afternoon workshop.
In-Dealership Day 1: PM
Audience: Dealer, GM, and Internet or BDC Manager
Discuss Current Results / E Vitals
Review the current Internet Lead Management process
Discuss the goals for the store’s Digital Operations
Discuss current obstacles that might be in the way of accomplishing the store’s goals
Address any questions or concerns that might come up during the assessment.
Agree to an action plan for Day 2
In-Dealership Day 2
Audience: Stakeholders and Internet/BDC Manager
Morning: Work with the staff instructing and executing the chosen actions from the afternoon workshop meeting from Day 1.
Afternoon; Exit meeting (scheduled that morning to accommodate schedules) Audience: Dealer and GM
Roleplay ILM Technology
Note - Grab screen shots of walking through the technology
Lead Management Process
Do your eVitals provide evidence that you’re maximizing your potential? Y/N
Does your department structure match your lead volume? Y/N
Do you have a defined approach that everyone knows, understands, buys into and executes? Y/N
Does your technology support your process? Y/N
Are you getting as many sales from your Internet Department as you should be? Y/N
Deciding which sites you should use
Defining 3 Strategies
Growing your network of Friends, Followers and Advocates
Managing your online reputation
Where do I start?
Personal Pages and Business Pages
Make sure you know who is in control of the page
Personal pages should shy away from Relationship elections
New product information
Community involvement such as charities and events
General automotive interest articles
Allow access to salespeople to engage with their own community/network of friends
Don’t slam other dealers or products
Local Facebook ad-reach stats Fargo 85,460
Great place for posting
Personalized video walk-arounds
Messages to customers you haven’t been able to reach by phone
TV Commercials (link to it in bulk emails)
Customer service announcements such as
Car care tips
Service FAQ’s such as
how to change the time on a clock
Connect to Bluetooth
If you don’t post correctly it may have little SEO impact
Great site for posting pictures
Used to track open rates on bulk emails (Pro Pkg)
Used correctly can have a huge benefit on Organic Search
Post photos of:
Customers at Delivery
Special Ad Creative
Confusing for car dealers
Not as many users as Facebook
Users tend to be leaders, more progressive and might be more likely to impact their network of friends
Set-up alerts to let you know when someone is talking about you
Respond to and Tag those customers when a negative Tweet goes out
More page one results…
Why Reputation Management
Do opinions matter?
73% of customers use a dealership review
21% have switched because of one
“ I have around a dozen people every month come in off reviews asking for me.”
Competition The right strategy can make you stand out above the competition.
Who is your store’s Social Media Champion
Social Media on Steroids
www.Automotive-Avenues.com Dealer Sponsored Online Community
Individual Brand Identity
No Scavenging by other dealers or manufacturers with their online ads
Managed Solution = the work gets done
Pushes content to other sites including custom content
Increases organic presence
Secures a presence on new sites monthly
Creates a genuine Community among customers and Employees
Social Media Strategy
Do you have a dealership/group game-plan for:
Creating your Social Media sites Y/N
Growing your network of friends/fans/followers Y/N
Creating and posting content Y/N
Reputation Management Y/N
Do you have someone that knows how to do this? Y/N
Do you have someone to do this in-house? Y/N
2 day In-store Advanced Internet Lead Management Training $3500
2 day In-store Social Media and Reputation Management Install $3500
To know more about:
Lead Management Solutions
________ ________ ________ ________ Dealership Name Position Phone eMail ______________________________________________________________________
Why Social Media
Which sites do I use and what purpose do they serve
Social Media Don’ts
Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle
Reputation Management: Dealer Rater
What’s in it for the dealership
Who executes the strategy
Social Media on Steroids
For updating facebook slides
Local Facebook ad-reach stats Fargo 85,460 , Omaha 327,240, Des Moines 179,480, St Louis 1,039,680, KC 1,081,920 and Wichita 399,000.