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New Sales Presentation Everyone

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New  Sales  Presentation  Everyone New Sales Presentation Everyone Presentation Transcript

  • Welcome
  • WHAT IS ABN?
    A COMMUNICATION PLATFORM
    Communicate, Educate, Market
  • WHAT IS ABN?
    • Only Private Dealership TV Network
    • Unique to Each Dealership – ‘Their Own Network’
    • Primary Focus on the Service Waiting Area
    • Subscription Based
    • Founded April ‘07 – Launched March ’08
    • Currently Installed in 33 States / Turn Key
    • Our Partners:
  • Current Situation
    Dealers Spend $8,000,000,000 in Advertising Annually (not including manufacturer’s)
    GOAL - Drive Traffic from the living room to the Showroom!
    Sophisticated Demographics to determine
    Age, Income, Geography, Propensity to Buy your product, etc.
    Q. Where are the Dealerships Best Prospects?
    Pre-Disposed to buy your Products and Services
    A. In your Service Waiting Area!
  • "You can have anything you want in life if you'll just help enough other people get what they want"!
    Zig Zigler
  • HERE IS WHAT YOUR CUSTOMERS ARE SEEING IN DEALERSHIPS TODAY!
    Average wait time is 1 hour and 32 minutes
  • Three Questions
    1. Is this environment conducive to conducting business? (up-sells)
    2. Is it acceptable to allow competing dealers and brands to
    advertise in your facility?
    3. Shouldn’t you be taking advantage of the time these customers
    are spending inyourDealerships to Communicate and Educate them?
  • Here’s The Opportunity
    With your Private Television Network
    you can now deliver:
    The Right Message
    To The Right Prospects
    In The Right Place
    At The Right Time
    Best Possible Marketing Scenario!
  • The Right Messages
    CBS Entertainment (Must entertain 1st)
    70/30, 12 hour loop, monthly updates, 3-12 min segments
    Fixed Operations
    Tech Tips, ‘Ask J.T.’ , Service ‘Transactional’ Spots
    Sales
    National and Regional TV Spots
    Product Walk Arounds, Dealer Spots, Time Sensitive LF
    Brand / Educate
    Long Format
    Did You Know?
  • SERVICE
  • Service
    “In fact, during a recent internal study we were able to prove a direct link between a good service and future car sales.”
    “if a customer comes into a store for service just once, the chance of them later buying a car from that dealership jumps to nearly one third. Even better the percentage increases with each additional positive visit. And, after five visits... the likelihood they will buy a new car from the dealership nearly doubles. “
  • So Now What? 
    Finding the ‘Ups’ in a Down Automotive Market
    Automotive Customer Centricity Summit 2009
    Marina del Rey, California
    June 16-17, 2009
    Patrick Reininger
    Patrick_Reininger@polk.com
    © 2008 R. L. Polk & Co. All rights reserved.
    13
  • Strong dealers will drive recovery
    14
  • Service Retention Rates
  • THE DEALERSHIP
  • THE DEALERSHIP
  • COMPETITIVE OUTLETS
    Goodyear Service Centers – 811
    Jiffy Lube Service Centers – 2,000
    Pep Boys Service Centers – 560
    Midas Service Centers – 2,602
    Firestone Auto Care Centers – 1,500
    Wal Mart Service Centers – 2,400
    Auto Value / Bumper to Bumper – 2,500
  • “SOLUTION FOR DISENFRANCHISED DEALERS”
  • RETAIN CURRENT CUSTOMERS / INCREASE SERVICE REVENUE
    Build Credibility
    Tech Tips
    Educate Customers
    ASK JT
    Transactional Offers
    Tires
  • Tech Tip
  • ASK JT
  • WHAT YOUR UP AGAINST
    5,000 independent service centers
  • Service Transactional
  • Sales
  • SALES
    Sales
    National TV Spots
    Regional TV Spots
    Product Walk Arounds
    Dealer Spots
    Time Sensitive Long Format
  • MR. OPPORTUNITY
  • WALKAROUND
  • CASH FOR CLUNKERS
  • Custom Dealership Messages
    Certified Used Program
    Service Loyalty Program
    Website Introduction
    Dealership Amenities
    Facility Tour/Introduction
    Community Service
  • Custom Dealership Messages
    VIP VIDEO
    RESULTS
  • Dealership and Brand Advocates
    How can you…
    Get Customers Emotionally Involved
    Educate Customers
  • EMOTIONALLY ENGAGE LONG FORMAT
  • EDUCATEHonda in America
  • EDUCATETotal Cost of Ownership
  • Key to Success is the Right Content
    Walk Arounds
    Tech TipsTransactional SpotsF & I
    Air Conditioner A/C Service LoJack
    Air Filters Vehicle Detailing Extended Service Agreement
    Batteries Tires Gap Insurance
    Belts & Hoses In Cabin Air Filter Road Hazard
    Brakes Certified Body Shop Prepaid Maintenance
    Fluids Parts and Accessories
    Gas Cap A/C Deodorizer Sales Transactional Spots
    Headlights Extended Warranty New Car - Right Now …
    Oil Change Rotate and Balance Warranty – New Car / New Warranty
    Tire Pressure Alignment Fuel Economy –
    Tire Wear Timing Belt Used Cars –
    Wiper Blades Dent Removal Window Tint
    Ask JT’s All Makes and Models
    Independent vs. Dealership Service Batteries Movie Features
    Premium vs. Regular Octane Windshield Cracks
    Body Shop Used Cars
    Importance of Survey Bluetooth Daily News
    Extended Warranty Brakes
    RSS Feeds
    Green Tips PSA’sRegional Marketing
  • Q.
    WHAT IS THE BEST FORM OF ADVERTISING?
  • ANSWER
    Word of Mouth!
  • Used to Be
    Happy Customer told 3 people
    Unhappy Customer told 10 people
    Today
    Happy Customers inform 300 people
    Unhappy Customers inform 1,000 people
  • WORD OF MOUTH
    Word of Mouth has gone Digital
    Social Networking (4th largest – 340M Visitors 08)
  • Advertising Age, July 2009
    “But the question being bandied about in advertising circles is whether that vast experience could work against Bob Lutz in an age in which selling cars is increasingly about amplifying peer-to-peer recommendations and data-driven direct marketing and less about the mass-market commercials that have long been the mainstay of most of GM’s brands”
  • ‘WORD OF MOUTH’
    ABN can assist in getting your customers Emotionally Engaged!
    ABN Can Educate Your Customers
    ABN Can Reinforce Key Attributes –
    Lowest Cost of Ownership
    ABN Can ‘Educate’ Customers/Employees
    Key Facts - Made in America
    ABN can communicate complex messages
  • © 2008 R. L. Polk & Co. All rights reserved.
    43
    Overall Implications
    • Speak to customers in a way that’s meaningful to them
    • Owner and DMS databases are an incredible asset, yet underutilized
    • Build relationships with older vehicle age owners
    • Aftersales retention drives profitability & repurchase consideration
    • Loyalty matters much more in this period of extreme competitiveness with declining sales
    • If you’re not aggressive on keeping current and orphaned customers, someone will go after them
  • “AS WE SAY AT ABN”
    “Manufacturers and Dealers can either take control of their customers experience by communicating with them while they’re at the dealership
    OR
    They can continue to ignore them, wait until they go home, and then try to reach them via traditional advertising methods to drive them back to the dealership.”
  • How do the Dealers feel about ABN?
  • WHAT COMMUNICATES BETTER?
    1 mail piece
    24 minutes of multi media messaging
  • Subscription Pricing
    Monthly Subscription
    $1,695 12 Months
    $1,395 24 Months
    $1,195 36 Months
    One Time Hardware and Installation
    $2,598 ($1,999 Hardware, $599 Installation)
    Wouldn’t you agree it’s significantly easier to drive a customer from YOUR service waiting area 15 feet to your new car inventory than it is to drive them from THEIR living room to your showroom?
  • SpecialPricing
    Monthly Subscription
    $999.00 First and Last Month Up front ( 13 months)
    One Time Hardware and Installation
    Hardware provided by ABN
    $599 Installation
  • Increase CSI
  • Increase Repeat Business
    Installations Finalized 3rd Week of May (90 day rolling Avg.)
  • What’s Included
    Content Provided
    • CBS Content
    • Daily News
    • Walk Arounds
    • Tech Tips
    • Ask JT’s
    • Trivia
    • Transactional Spots
    Unlimited Uploads i.e.…..
    Services Provided
    • New ABN Produced Content
    • Procure Manufacturer Content
    • ABN Managed Services
    • Delivery Via Satellite
    • 24 Hour Support
    • Lifetime Hardware Support
    • Lifetime Hardware Replacement
    Dealer/Sponsor/Association Spots