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DrivingSales Executive Summit 2013 "Email to Showroom: How To Get More From Your Customers"
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DrivingSales Executive Summit 2013 "Email to Showroom: How To Get More From Your Customers"

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  • 1. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Email to Showroom: Getting More Out Of Your Customers Gary May Founder & President – IM@CS
  • 2. Where Are We? Automotive Internet is 19 years old (1995 – ABTL/Edmunds/Ford) AutoTrader/Cars.com launched in 1997 “Smart” mobile has gone from roots in 2002 exploding in 2007 Near-complete transparency on vehicle pricing since 1999 Social media became mainstream around 2007 Broadband passed dial-up access in 2004 (2010 was 90%) Online review became relevant around 2007 34 hours of TV are watched per week (Sep 2013) 13 hours of Internet are used per week (Sep 2013) 3+ hours of social network use per day (average user - 2013)
  • 3. It Starts With Communication Customer-centric •  Engagement •  Recognition •  Expectations •  Value, Advantage, Benefit •  Commitment Internal •  Process •  Documentation •  Improvement
  • 4. Hurry Up And Wait Consumers expect more: •  Listening •  Answers •  Honesty •  Assistance •  Support Your dealership must: •  Use CRM comprehensively •  Require a follow up process •  Audit and review
  • 5. Critical Points •  •  •  •  •  •  •  Management-down philosophy Buy-in, education, reinforcement for all staff Consistent message, brand and experience throughout Complete immersion: Facility-Marketing-Follow Up Experience 3T Investment: Technology, Training, Touchpoint Franchise, community and value integration Process: no-fail execution at all times
  • 6. Where Do We Go From Here? Website/Mobile – Chat – Phone – Search - Reviews Greeting – Expectations – Next Steps Welcome – Confirmation – Introduction Visit – Source – Walk – Drive – Pencil - Delivery Follow Up – Service – Referrals - Loyalty
  • 7. October 13th-15th, 2013 The Bellagio Hotel, Las Vegas Thank You! Gary May Founder & President – IM@CS @imacsweb blog.imacsweb.com Please take a moment to rate my presentation at dses.com/survey

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