Tms dor meeting 2010.09.10-900

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TMS KC Region dealer digital operations meeting 2010.09

TMS KC Region dealer digital operations meeting 2010.09

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  • Craig will facilitate but we will want to have blanks printed for everybody
  • Why is the National closing rate around 6-7%....because we can’t talk some people out of buying our vehicles.

Transcript

  • 1. Fall 2010 Dealer- Digital Operations Review Toyota Kansas City Region Helping you hit your Target!
  • 2. Goals
    • Strengthen your store’s Digital Operations
      • Provide a clearer understanding of your eVitals
      • Introduce proven Lead Management and Social Media strategies
      • Improve everyone’s sales performance
      • Strengthen your Social Media presence
      • Help you make your Social Media strategy intentional
    • Action Plan : identify and act on next steps to advance your store’s Digital Operations
  • 3. Introductions
    • Smiros/Swenson/Lucente/Nolan ???
    • Craig Polito Senior Digital Operations Consultant ADP Digital Operations Consulting
    • Jim Jensen ADP Digital Operations Consulting
  • 4. Traffic Leaders
  • 5. Conversion Leaders
  • 6. Leaders in Lead Generation
  • 7. Mystery Shops
    • General observations from shopping within the region
      • A
      • B
      • C
  • 8. Advanced Internet Lead Management
    • E Vitals
    • Client Buying Cycle
    • How to be a Lead Detective
    • Top Ten List
    • Dealer Work Shop Agenda
    • Lead Handling Demonstration
  • 9. eVitals
  • 10. eVitals Example 2 ABC Toyota 2010
  • 11. Automotive Internet Shopper
  • 12. Awareness-Intention-Purchase Cycle
  • 13.
    • Craig’s bar chart
  • 14. 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 .
  • 15. Are we listening
  • 16. Response
    • 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
  • 17.  
  • 18. What was the question?
    • Dear Craig,
    • 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.
  • 19.
    • Bucket Concept
    • Be a lead detective!
    • Deconstruct the lead
    • Select Bucket.
    • Prepare.
    • Respond.
    2010 Model 2010 Model Color Int .
    • Stock # Specific
    • The 5 quality components
    • Confirm
    • Price
    • Alternatives
    • Next Steps
    • Schedule Appointment
    • Lead Specific
    • Coupon
    • Trade / BlkBk On Line
    • Contact
    • Incentive
    • Test Drive
    • Finance
    Bucket Concept
  • 20. 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 .
  • 21. Department Structure
    • Internet Lead Management
      • How many people do you need
      • Cradle to Grave vs BDC/CRC
      • When does a BDC make sense
  • 22. How many leads can your team handle? 300 450 525 1/mo 2/mo 3/mo
  • 23. Case Studies
  • 24. 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.
  • 25. In-Dealership Day 1: PM
    • Group Meeting
    • 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.
    • Present Recommendations
    • Agree to an action plan for Day 2
  • 26. 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
  • 27. Roleplay ILM Technology
    • ADP’s ILM.elite
    • Note - Grab screen shots of walking through the technology
  • 28. Discussion
  • 29. Next Steps
    • 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
  • 30. -Break-
  • 31. Welcome Back
  • 32. Media Consumption
  • 33. Key Points
    • Deciding which sites you should use
    • Defining 3 Strategies
      • Growing your network of Friends, Followers and Advocates
      • Generating Content
      • Managing your online reputation
  • 34. Where do I start?
  • 35. Be Selective
  • 36.
    • Personal Pages and Business Pages
      • Make sure you know who is in control of the page
      • Personal pages should shy away from Relationship elections
      • Focus on:
        • 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
  • 37.
    • 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
  • 38.
    • 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:
      • New Product
      • Customers at Delivery
      • Special Ad Creative
  • 39.
    • 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
  • 40.  
  • 41. More page one results…
  • 42. Why Reputation Management
  • 43. Do opinions matter?
    • 73% of customers use a dealership review
    • 21% have switched because of one
    • E-Commerce Director…
    • “ I have around a dozen people every month come in off reviews asking for me.”
  • 44.  
  • 45. Competition The right strategy can make you stand out above the competition.
  • 46.  
  • 47. Dealer List
  • 48. Positive Review
  • 49. Personal Page
  • 50. Negative Reviews
  • 51. Who is your store’s Social Media Champion
  • 52. Managed Solutions
  • 53. Social Media on Steroids
  • 54. www.Automotive-Avenues.com Dealer Sponsored Online Community
  • 55. Community Examples
    • http://www.hotaxle.com
    • http://www.anciracommunity.com/
    • http://www.germainautocommunity.com/
    • 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
  • 56. Discussion
  • 57.
    • 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
    Next Steps
  • 58. Action Plan
    • I’d like:
      • 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
        • Community Sites
    ________ ________ ________ ________ Dealership Name Position Phone eMail ______________________________________________________________________
  • 59. Social Media
    • Why Social Media
      • (social-nomics video)
      • Which sites do I use and what purpose do they serve
      • Social Media Don’ts
        • Dealership administration…
      • Best Practices
        • Facebook, Twitter, Youtube, Flicker, Yelp, Merchant Circle
        • Reputation Management: Dealer Rater
        • Growing followers
        • Adding content
      • What’s in it for the dealership
        • Awareness
        • Advocacy
        • SEO
        • Sales
      • Who executes the strategy
      • Social Media on Steroids
        • Community pages
  • 60. 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.
  • 61.