1. Internet Sales SolutionInternet Sales Solution
RTS SWAT TeamRTS SWAT Team
(Special Web Actions & Tactics)(Special Web Actions & Tactics)
Featuring:Featuring:
2. By The End Of This Session, You Will Be AbleBy The End Of This Session, You Will Be Able
To:To:
Create More Opportunities to do Business – More Leads.
Create More Appointments that Show Up.
Convert More Shows into Sales.
Make More Money $$$.
3. The RTS SWAT TeamThe RTS SWAT Team
• Jerry Borman
• Debi Bruckwalski
• Ralph Paglia
• Bill Cress
4. Day 1
2003 ISS SWAT Dealer Program
How Can Buyers Shop Online
Generating Traffic
Interactive Website
Day 2
Handling Incoming Leads
Creating Appointments That Show
Customer in the Showroom
Class Survey Online:
www.PagliaMotors.com
5. For Everyone’s Benefit…For Everyone’s Benefit…
• Please Silence Your Mobile Phones.
• Breaks Are 15 Minutes, And Lunch Is 45 Minutes.
• Please Return To The Class Promptly At The End Of
Each Break or Lunch.
• If You Return After The Time Limit, You Must
Entertain Us With A Song Or Joke.
• Restrooms and Break Area.
7. Who Are You?Who Are You?
• Name
• Dealership
• Position
• Cyber Savvy Meter 1-
5
8. Monthly Core Program
• Email Process Follow-Through
Percent Points
76%+ 3
51%-75% 2
30%-50% 1
• Lead Response
Time Points
1 hour or less 3
1.1 hours-2 hours 2
2.1 hours-4 hours 1
2003 RTS SWAT Dealer Program !2003 RTS SWAT Dealer Program !
9. Monthly Core Program Pulls
Points Pulls
6 3
3-5 2
2 1
2003 SWAT Program Incentives !2003 SWAT Program Incentives !
10. Monthly Bonus Program
• Service/Parts Inquiries: 75% responses under 4 hr 1 Point
• Site Grade: 7+ out of 10. 1 Point
• Lead Management Tool: High usage SalesPoint.
1 Point
• Web Site: High usage of DealerConnection. 1 Point
• Email Collection: 30% of RDR 1 Point
• Virtual Field Input (Retail Radar): Dealer feedback 1 Point
2003 SWAT Dealer Program !2003 SWAT Dealer Program !
11. Monthly Bonus Program
Monthly Bonus Program Pulls
Points Pulls
4-6 2
2-3 1
Year End Bonus Program
Attend Training + Qualify Core Program =
1 Pull Check!
2003 SWAT Dealer Program !2003 SWAT Dealer Program !
12. 2003 SWAT Dealer Program !2003 SWAT Dealer Program !
Tracking eCertified Qualifications
Category December December YTD Requirement
Emails Collected 10.7% 21.8% 25%
Point change over prior month -6.6 -0.9 5%
Lead Response 50.0% 18.8% 75%
(2 hours or less)
Site Grade 10 10 7+
Customized Homepage Text Message Yes Yes
(Customized text to promote individuality.)
Customized More About Us/Dealer Awards/Calendar Yes Yes
(Provides overview of dealership, philosophy, awards, etc.)
Customized map Yes Yes
(Clear and concise directions to dealership.)
Staff Photos / Positions Yes Yes
(Identify contact personnel in key department positions.)
New Vehicle Inventory Yes Yes
(Data display of new vehicle inventory.)
New Vehicle Photos Yes Yes
(Participation of FP5 provides automatic qualification.)
Used Vehicle Inventory Yes Yes
(Data display of used vehicle inventory.)
Used Vehicle Photos Yes Yes
(Photos available on majority of used vehicles.)
Certified Designation Yes Yes
(Utilization of the Toyota Certified logo.)
Virtual Pooling Yes Yes
(Consumer's ability to view your dealership's pipeline
Sales Reporting Yes Yes Yes
(Internet sales reported to S.E.T. monthly by the 5th.)
eCertified Toyota Dealer Tracker
December, 2002
10105 Toyota Mall of Georgia
You qualify for 0 pulls this month.
13. 2003 SWAT Dealer Program !2003 SWAT Dealer Program !
Tracking eCertified Qualifications
14. 2003 SWAT Dealer Program !2003 SWAT Dealer Program !
SWAT Qualifications
Category December December YTD Requirement
Emails Collected 10.7% 21.8% 25%
Point change over prior month -6.6 -0.9 5%
Lead Response 50.0% 18.8% 75%
(2 hours or less)
Site Grade 10 10 7+
Customized Homepage Text Message Yes Yes
(Customized text to promote individuality.)
Customized More About Us/Dealer Awards/Calendar Yes Yes
(Provides overview of dealership, philosophy, awards, etc.)
Customized map Yes Yes
(Clear and concise directions to dealership.)
Staff Photos / Positions Yes Yes
(Identify contact personnel in key department positions.)
New Vehicle Inventory Yes Yes
(Data display of new vehicle inventory.)
New Vehicle Photos Yes Yes
(Participation of FP5 provides automatic qualification.)
Used Vehicle Inventory Yes Yes
(Data display of used vehicle inventory.)
Used Vehicle Photos Yes Yes
(Photos available on majority of used vehicles.)
Certified Designation Yes Yes
(Utilization of the Toyota Certified logo.)
Virtual Pooling Yes Yes
(Consumer's ability to view your dealership's pipeline
Sales Reporting Yes Yes Yes
(Internet sales reported to S.E.T. monthly by the 5th.)
eCertified Toyota Dealer Tracker
December, 2002
10105 Toyota Mall of Georgia
You qualify for 0 pulls this month.
Dealership
(View Detail)
Dealer
Code
District City State Date Sent Score
Toyota Dealer 09999 01 Dearfield FL
1/3/03
11:06:55 AM
2
Toyota Dealer 09999 01 Dearfield FL
1/14/03
11:59:19 AM
0
15. 2003 SWAT Dealer Program !2003 SWAT Dealer Program !
Congratulations to the 2002 SWAT
Platinum Dealers:
Delray Toyota
Stone Mountain Toyota
Stewart Toyota of North Palm Beach
Patterson Toyota
Toyota of Orlando
Platinum Status
19. Manufacturer’s SiteManufacturer’s Site
Go to www.Toyota.com.
• Find the 360 tour of the 2003 4Runner.
• Find the price and incentives of the 2003 4Runner.
1. How easy is this site to use on a scale of 1 to 10?
2. What do you like about Toyota.com?
3. What would you improve?
21. Information ServicesInformation Services
Find the trade in value of a 2000 Ford Explorer utility 4dr V6
SOHC, AT, 4WD, 36000 mi. Equipment: XLT, AC, power steering,
power windows, power locks, tilt, cruise control, am/fm/cassette,
power seat, roof rack, privacy glass, running boards, alloy wheels,
oversize off road tires. Use zip code 19096.
$ __________ $ __________
Trade Value Retail
Find the M.S.R.P. and Invoice value for a New 2003.
$ __________ $ __________
M.S.R.P. Invoice
24. Information ServicesInformation Services
• Kelly Blue Book.com
– $60 Million Site, 6.5 Million Visits Per Month.
– Embrace The Information, Don’t Disgrace It!
– Virtual Walk Around “Help Me”.
• Edmunds.com
– 4.3 Million Visits Per Month.
– Shows Invoice That May Or May Not Be Correct.
– Shopper Is More Likely To Believe 3rd
Party.
26. MSN AutosMSN Autos
Go to http://autos.msn.com.
Think Like a Customer, and go through the process to
purchase a 2003 Toyota Camry LE 4 cylinder.
1. As a shopper, what would you like about this site?
2. How ready are you to come to the dealership?
3. What would frustrate you about this site?
27. What Do These Sites Not Tell Me?What Do These Sites Not Tell Me?
• What Is Available For Me To Buy Today!
• Who Am I Working With!
29. Go To Your Dealer Website
• Go To Each Department Page.
• Go To New Car Specials.
• Go To New, Inventory, and Pick
Out a 2003 Model.
The Dealer WebsiteThe Dealer Website
1. Easy to use? Fast, Easy, Simple, My
Way?
2. What do you like about your site?
3. What would you improve?
4. How are you going to improve it?
31. 7 Things That A Dealer Website Needs:
1. Inventory
2. Pricing
3. Trade Evaluation
4. Specials
5. Invoice
6. Used Car Photos & Descriptions
7. Calls To Action
The Dealer WebsiteThe Dealer Website
32. The Dealer WebsiteThe Dealer Website
• It’s Another Means Of Communicating With Your Shoppers!
• The Click Experience Has To Exceed The Brick Experience.
• Find – Serve – Keep! It’s About Them!
• It Has to Help Them Buy A Car! It’s All About The Customer!
It’s All About THEM!
• 3 Reasons They Come In:
– They Like Your Dealership
– They Want a Car
– They Want to See What You Have to Offer Them
• Keyboard To Keyboard => Phone To Phone => Face To Face
33. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
35. There Are 3 Types of Internet Shopper:There Are 3 Types of Internet Shopper:
Pro
AnglerWeekender
36. • Access to the Internet at
home or at work
• Surf the Internet, and use it
for shopping research
• Unwilling to send personal
information over the internet
• 60% of American Car Buyers
WeekenderWeekender
37. • Access to the Internet at
home and at work
• Surfs the Internet, and uses
it for research
• Will send a lead and/or call
• Will not complete the
purchase over the internet
• 22% of Car Buyers
AnglerAngler
38. • Access to the Internet with
multiple tools
• Prefer to surf the Internet to
shop
• Will send a lead and/or call
• Prefers to complete as much
of the purchase as possible
over the internet
• 8% of Car Buyers
ProPro
43. Questions They Used To Ask:Questions They Used To Ask:
• Is the car front wheel drive or rear wheel drive?
• What colors are available?
• What kind of engine does it have?
• Does it come with a full size spare?
• Can I get a CD player with the car?
44. Questions They NOW Ask:Questions They NOW Ask:
• Do you still have the Tundra SR5 in a V6?
• How does your ABS compare to the Honda
Oddity?
• How soon can you get one in Imperial Jade Mica?
• How long will it take you to install that $298 under-
the-rail bedliner?
45. Questions They Will Always Ask:Questions They Will Always Ask:
• What is your best price?
• What will you give me for my trade?
• Can I just get your numbers so I can think about it?
46. How Do We Respond?How Do We Respond?
1. “No Problem! So we can help you get
the information you need, may I ask
you a few quick questions?”
2. “At ABC Motors, we use a fair price
philosophy to determine the selling
price of ours, and the trade value of
yours. Let’s find exactly what you
need, and I will get you the correct
numbers. Sound fair?”
3. Give a price.
The more time the shopper spends with the Internet Sales Consultant,
the more obligated they feel to buy!
47. • Step 1 – In teams of 4, list all of the challenges of
dealing with the modern customer.
• Step 2 – Exchange Lists with another team.
• Step 3 – Brainstorm solutions for another team’s list of
challenges.
1. What are your current best practices?
2. What did you learn that will provide
solutions to these challenges in the
future?
48. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
55. June 2001 Nielsen SurveyJune 2001 Nielsen Survey
• 189 Million Internet Users.
Average Internet User:
• 21 Sites Visited Per Day.
• 32 Sessions Per Day.
• 35 Page Views Per Session.
• 1120 Pages Viewed Per Day.
• 16:29 Hours Per Month Spent
Surfing the Net.
The Harvest Is Great, But The Workers Are Few…
Web Brand Management StrategyWeb Brand Management Strategy
59. Registering URL’sRegistering URL’s
• Visit www.verisign.com
• Make sure the dealership is
Registrant, Administrator, Billing and
Technical Contact.
• Buy the “Web Forwarding” Feature
61. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
64. Sending eMail CampaignsSending eMail Campaigns
• In-Active Contact List – SalesPoint 6.0
• Ford Supplied: Owner’s Only, Auto Shows, Hot Leads
• New Product Launches
65. Sending eMail CampaignsSending eMail Campaigns
Let’s Send a Campaign Right NOW ! ! !
• Log on to SalesPoint.DealerConnection.com
• Go to the In-Process Prospects
• Click on “Contacts Inactive for 7 or more days.”
• Send the “Are You Still Interested Template.”
• Check These 1st
Thing in The Morning.
66. eMail Collection on RDReMail Collection on RDR
• How eMails can be Used By Your Dealership
• How To Get an eMail Address Every Time!
67. eMail Collection on RDReMail Collection on RDR
How eMails can be Used By Your Dealership
– Ford Sponsored eMail Campaigns
– Owner’s Only Customer Page
– MRP
– TQP
68. eMail Collection on RDReMail Collection on RDR
Email Collected verse RDR
8.0
30.1
42.5
0.0
10.0
20.0
30.0
40.0
50.0
Jan-02 Jul-02 Jan 03
%ofEmails
69. eMail Collection on RDReMail Collection on RDR
• SET Sponsored eMail Campaigns
74. eMail Collection on RDReMail Collection on RDR
Owner’s Only Page
1. Review the recommended maintenance intervals
2. Receive Maintenance Reminders
3. Schedule maintenance at your dealership
4. View and print money-saving coupons for parts and service
5. View their Toyota service history
6. Order Toyota parts and apparel
7. View payment information, history and make on-line payments
(if financed through SETF)
And so much more!
75. eMail Collection on RDReMail Collection on RDR
TQE and MRP Programs
• Looks to see if an eMail address is present.
• Correspondence is sent via eMail.
• If eMail is invalid, then postal mail is sent.
76. How To Collect An eMailHow To Collect An eMail
Address Every TimeAddress Every Time
• Ask.
• Tell Them How It Will Be
Used.
• Offer To Set One Up And
Teach Them How To Use It.
77. How To Collect An eMail Address EveryHow To Collect An eMail Address Every
TimeTime
Benefits of Giving Your eMail Address:
1. Toyota will send correspondence via eMail, reducing
the amount of paper mail.
2. Can set up your very own Customer Page at
Buyatoyota.com.
3. Review recommended maintenance intervals.
4. Receive maintenance reminders.
5. View and print money saving coupons for parts and
service.
6. View your vehicle's service history.
7. View payment information if financed through SETF.
78. How To Collect An eMail Address EveryHow To Collect An eMail Address Every
TimeTime
Script:
• As you are completing the buyer's order, ask
"What is your eMail address?"
• If the buyer replies with the obligatory 'I don't have one',
then reply,
"Would you like for me to set one up for you and teach
you how to use it?"
• One of 2 things will happen at this point: the customer will
say "sure", or the customer will say "I have one, I just don't
want to give it to you." Then you can sell the benefits of
giving the eMail address.
• Assume the close by asking,
“What eMail address would you like for me to use?”
79. When You Put It All Together…When You Put It All Together…
Dealer 1 74
Dealer 2 147
Dealer 3 171
Dealer 4 203
Dealer 5 417
Dealer 6 577
Leads For Atlanta Area Dealers as of January 15, 2003:
80. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
84. How Does It WorkHow Does It Work??
Customer
sends price
request
AutoILM gets request
Dealership gets
request
AutoILM builds vehicle
as specified on the
request, adds dealer
mark up and
simultaneously sends
price quote to the
dealer and customer.
Customer
receives
itemized price
quote with
dealer contact
in less than 2
hours.
Dealership
receives a
copy of the
AutoILM
price quote
and makes
follow up call
to customer.
86. For more information contact:For more information contact:
Tom Birchett at 404-229-2432
Tom.Birchett@setoyota.com
Keith Platt at 954-675-9936
Keith.Platt@setoyota.com
90. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
91. Internet Selling SolutionInternet Selling Solution
Training IVTraining IV
That Concludes Day 1.That Concludes Day 1.
We’ll See You Tomorrow atWe’ll See You Tomorrow at
9:00 am Sharp!9:00 am Sharp!
94. New! SET On-line TrainingNew! SET On-line Training
Currently Available:
• AutoILM Tutorial
• SET CarClient Tutorial
• ISS Training Manuals
• Pitstop Web Mgr Tutorial
• Web Pricing Tutorial
96. Pop-up Specials – Guidelines
1. Only 1 window should pop over the actual website.
2. Another may pop underneath the website.
Remember to Think Like a Customer!
3. Examples of Dealers That Utilize Effective Pop-ups:
• Koons Auto Group
• Thomason Automotive
• Stone Mountain Toyota
• SET Global
97. HolidayHoliday TemplatesTemplates
• Scheme Color variations 4 –
12.
• Select Holiday by Changing
Scheme Color.
• Scheme Has To Be Changed to
Non-Holiday Color Manually.
100. Web WizardWeb Wizard
2.02.0
3 Easy Steps:
1. Article Configuration.
2. Page Configuration.
3. Host on Dealer Website Using Wildcard Links.
101. Web Wizard 2.0Web Wizard 2.0
• Follow the Instructions on page 90-92 in your manual to create this
new page New 4Runner Webpage.
• Using New Car Wildcard #5, host the new page on your site.
103. Specials 3.0Specials 3.0
• Log into Pitstop
• Select Specials 3.0
• Set up some Generic Specials using the new format.
104. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
105. Website Pricing ManagerWebsite Pricing Manager
• New Vehicle Pricing Matrix
• New Vehicle Specials “Hot On The Lot”
• Access Through SET Dealer Daily 3.0
• How To Establish Your Pricing
106. Website Pricing ManagerWebsite Pricing Manager
Suggested Guidelines For Establishing New Vehicle Pricing:
• Establish % margins. Helps to keep profit.
• Organize by model line with payment information for both.
• Post prices for your entire inventory.
• Stay consistent with print advertising.
• Comply with the laws of your state.
• Make your pricing accessible to everyone on the team.
• Review weekly and revise as often as the market demands.
107. A Word about Used Pricing…A Word about Used Pricing…
• Pitstop Internet Control Panel
• Polled from DMS
• Sent from 3rd
Party Used Vehicle Service
(Dealer Specialties)
108. A Word about Used Pricing…A Word about Used Pricing…
Suggested Guidelines:
• Post your entire inventory.
• Keep your pricing consistent with print.
• Update specials weekly.
• Make pricing accessible to your team.
• Consider comparing your prices to the information site
customers recognize and trust such as KBB.
• Comply with the laws of your state.
115. Measuring ResultsMeasuring Results
Tool:
General Statistics
Hits
Successful Hits For Entire Site 376,488
Average Hits Per Day 13,446
Home Page Hits 5,662
Pages
Page Views (Impressions) 264,240
Average Per Day 9,437
Dynamic Pages and Forms Views 197,486
Document Views 66,754
Visits
Visits 7,853
Average Per Day 280
Average Visit Length 00:05:38
International Visits 0.32%
Visits of Unknown Origin 18.69%
Visits From Your Country: United States (US) 80.99%
Visitors
Unique Visitors 4,761
Visitors Who Visited Once 3,783
Visitors Who Visited More Than Once 978
117. Measuring ResultsMeasuring Results
Compare last month's web stats to this month's stats:
Last Month Current Month Next Month!
# UniqueVisitors __________ __________ ___________
# Leads __________ __________ ___________
% Leads/UV* __________ __________ ___________
# Sales __________ __________ ___________
% Sales/Leads __________ __________ ___________
Avg. Visit Length __________ __________ ___________
*Traffic Conversion Ratio
118. Measuring ResultsMeasuring Results
Measuring 3Measuring 3rdrd
Party Provider EffectivenessParty Provider Effectiveness
1. What are the
advantages of 3rd party
providers?
2. What are the
disadvantages?
3. How do we pick 3rd
party lead providers?
119. Measuring ResultsMeasuring Results
Measuring 3Measuring 3rdrd
Party Provider EffectivenessParty Provider Effectiveness
1. Is the cost per sale providing a
profitable return?
2. How does the cost compare to
leads from your dealer website?
Cost per Lead $________
X # of Leads________
= Total Cost $________
÷ # Sales________
= Cost per Sale $________
120. Measuring ResultsMeasuring Results
Accountability
• Designated vs. Dedicated
• Who Is Responsible For Keeping the Site Interactive and Up
To Date?
1. Customized Homepage Message
2. Dealer Awards
3. Customized "About Us"
4. Customized Map
5. Staff Photos and Positions
6. New Vehicle Inventory
7. New Vehicle Photos
8. Used Vehicle Inventory
9. Used Vehicle Photos
10. Certified Designation
122. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
124. Creating Appointments ThatCreating Appointments That
Show UpShow Up
Instant Auto-Response
Personalized eMail Response
Phone Call To Set Appointment
Appointment Confirmation
Appointment No Show Follow Up
No Response Follow Up
125. The Internet Selling ProcessThe Internet Selling Process
It’s All About THEM.
Think Like @ Customer!
Dealer Website
Lead
Conversation
Appointment
Sold Delivery
TLCTLC22TLCTLC22
126. The Internet Selling and Keeping ProcessThe Internet Selling and Keeping Process
127. The Internet Selling and Keeping ProcessThe Internet Selling and Keeping Process
3 Keys:
Speed
Selling Appts.
Follow Up
128. Follow UpFollow Up
Phone CallPhone Call
Follow UpFollow Up
Phone CallPhone Call
Shopper SendsShopper Sends
a Leada Lead
Shopper SendsShopper Sends
a Leada Lead
InstantInstant
Auto-responseAuto-response
InstantInstant
Auto-responseAuto-response PersonalizedPersonalized
EmailEmail
ResponseResponse
PersonalizedPersonalized
EmailEmail
ResponseResponse
AppointmentAppointment
Made forMade for
In-dealershipIn-dealership
VisitVisit
AppointmentAppointment
Made forMade for
In-dealershipIn-dealership
VisitVisit
Coordinate WithCoordinate With
ManagementManagement
Coordinate WithCoordinate With
ManagementManagement
Appt. No ShowAppt. No Show
Follow UpFollow Up
Appt. No ShowAppt. No Show
Follow UpFollow Up
Phone Call toPhone Call to
Set AppointmentSet Appointment
Phone Call toPhone Call to
Set AppointmentSet Appointment
No AppointmentNo Appointment
MadeMade
No AppointmentNo Appointment
MadeMade
Follow UpFollow Up
eMaileMail
Follow UpFollow Up
eMaileMail
Appointment
Board
AppointmentAppointment
ConfirmationConfirmation
AppointmentAppointment
ConfirmationConfirmation
129. Instant Auto-ResponseInstant Auto-Response
Key Elements:
1. Thank shopper for inquiry.
2. Acknowledge request for information.
3. Assure them a response within 2 hours, or the
next business day if closed.
4. Give phone number for interim.
5. Brief Overview of Internet Buying Process and
benefits.
6. Keep it brief.
Let’s the shopper know that their request
was received by the dealership.
Purpose:
130. Instant Auto-ResponseInstant Auto-Response
Thank you for contacting Southeast Toyota. Our Internet Department will be
contacting you during the next 2 hours of the current business day.
It is our mission to answer all of your questions promptly and completely.
Because any information sent is both important and time critical, we will be
sending you a personalized email and following up with a phone call to
make sure all your questions have been answered to your satisfaction.
In the meantime, feel free to call at 954-418-5123 with any questions or
comments you might have. You can also browse our entire inventory
online at www.SoutheastToyota.com which is updated nightly from our in-
house computer system.
We are looking forward to being your single best choice for all automotive
needs and earning your business every day.
Sincerely,
Rusty Foster
Internet Sales Specialist
954-418-5123
Example:
132. Personalized eMail ResponsePersonalized eMail Response
Key Elements:
1. Thank shopper again for
inquiry.
2. Restate shopper request and
give information.
3. Give additional information,
options and alternatives.
4. Emphasize unique features
of dealership.
5. Explore needs.
6. Create desire for phone
dialogue.
7. Use “like me” messages to
begin building a relationship.
8. Include all of your contact
information, starting with
your direct line in the header!
133. Personalized eMail ResponsePersonalized eMail Response
Examples:
From: <broke@notserious.com>
To: <perryman64@yahoo.com>
Subject: RE: Re: NOT SERIOUS TOYOTA HAS BIG SALE
Date: Tue, 10 Dec 2002 14:50:20 -0600
Hi, Perry,
I'll be glad to email you a price on the vehicle once you have
decided on what you're looking for.
Broke
-Original Message:
134. Phone Call To Set AppointmentPhone Call To Set Appointment
Purpose:
1. Build a relationship by creating
report using “like me” messages.
2. Pre-qualify your “Customer”. Plan.
3. Schedule an appointment for a
vehicle presentation at the
dealership or other location.
135. Phone Call To Set AppointmentPhone Call To Set Appointment
1. Introduce yourself.
2. Acknowledge customer’s request.
3. Discuss current vehicle (trade).
4. Explore alternatives (SSL).
5. Determine shopper’s timeline of purchase.
6. Set the appointment.
7. Set the stage for the visit.
8. Validate the appointment
9. If no appointment, set the stage for following up.
Key Elements:
136. Phone Call To Set AppointmentPhone Call To Set Appointment
Active Listening Skills -
LAER
137. Phone Call To Set AppointmentPhone Call To Set Appointment
Listen
Tune the customer in and tune the
world out.
Be interesting by being interested. Explore
“Would you consider a similar vehicle
with similar equipment or should we
rule that out?”
“Can you tell me more about that?”
“I want to understand, but I need some
more help.”
“What do you mean by . . .”
Respond
Provide answers to the customer’s questions / objections with recommendations.
1. Offer alternatives.
2. A solution statement.
3. Suggestions for the next step.
4. Ask them what they think could solve their concerns.
Acknowledge
Restate in your own words what the
customer is looking for.
“That makes sense. So what you’re
saying is . . .”
“That is an interesting point.”
Always maintain good eye contact and
sit forward.
138. Phone Call To Set Appointment - ScriptPhone Call To Set Appointment - Script
139. Phone Call To Set Appointment - ScriptPhone Call To Set Appointment - Script
140. Phone Call To Set AppointmentPhone Call To Set Appointment
One Last Thing….
Customer name Time Salesperson Vehicle Phone # eMail address Confirmed? Showed
Update the Appointment Board
141. • Step 1 – Get into groups of 2.
• Step 2 – Role play the Phone Call to Set Appointment
script once to each other.
1. What did you like about the
presentation?
2. What did you feel went well?
3. As the customer, what did you like
about the presentation?
4. What would you do differently?
142. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
144. Automated Confirmation eMailAutomated Confirmation eMail
Key Elements:
1. Hello
2. Thank you, and restate the
appointment date, time and
location.
3. Arrival instructions.
4. Validate appointment.
5. Use a confirmation eMail
template, and set up with
automation rules to go out 24
hours in advance of the
appointment date and time.
145. Automated Confirmation eMailAutomated Confirmation eMail
Example:
From:
To:
Subject: Appointment confirmation
Hello first name,
I just wanted to thank you for setting aside time to meet with me on
Appointment date and time.
Be sure to look for your “Reserved for Internet Customers” parking space.
By the way, if you need directions to the dealership, click here (hotlink) for a
map. I look forward to meeting you and will see you on Appointment day.
And remember, if anything changes on your end, please let me know and I will
return the courtesy.
Thanks
146. Confirmation Phone CallConfirmation Phone Call
Key Elements:
1. Introduce yourself.
2. Purpose of the call, and
restate date, time and location.
3. Recap directions.
4. Confirm the appointment.
5. Arrival instructions.
6. Validate the appointment.
7. Thank you.
8. Update the Welcome Board.
147. Welcome BoardWelcome Board
1. Helps eliminate floor skating.
2. Helps communicate to Sales Management how well
the Internet Department is doing with Appointments.
3. Gets all management involved in the Internet
Showroom Experience.
Customer name Time Salesperson Vehicle
148. Confirmation Phone CallConfirmation Phone Call
Script:
Appointment Confirmation Script
1. Introduce Yourself
2. Purpose of Call
3. Recap
4. Confirm
5. Arrival Instructions
6. Validate
Appointment
7. Thank You
Hello, May I speak with __________________________? My name is ________________.
Did I call at a good time?
The reason for my call is to thank you for setting time aside to meet with ______________
and to confirm your appointment for _________________ at ________________.
By the way… Do you how to get to our dealership?
If No: Give directions and offer to eMail a map.
Great. We look forward to meeting you and will see you on __________ @_______(here or
there) _________.
Please be sure to see the receptionist in our showroom when you arrive, and ask
for:_____________. He/She will be expecting you and will have your information along
with several vehicles pre-selected for you to take a look at on the Internet Customer Lot.
And remember, if for any reason you are going to be early or late, please let us know and if
anything changes on my end, I will return the courtesy.
Thank you for your time and we appreciate the opportunity to serve you!
149. Appointment ConfirmationAppointment Confirmation
More Thoughts…
• Confirming the appointment re-
enforces the Law of Reciprocity,
“If I do something for you, you
feel more obligated to do
something for me.”
•3rd
Party confirmations
-Less likely to cancel.
-Can get info the ISM couldn’t get.
Example: F&I calls to confirm and
offers pre-approved financing.
150. Appointment No Show Follow UPAppointment No Show Follow UP
Purpose:
To give the “customer” an
opportunity to save face, and
to save the deal.
Key Elements:
1. Introduce yourself
2. Purpose “We missed you yesterday.”
3. Offer Alternatives
4. Set Appointment
5. Validate appointment
6. If no appointment, set the stage for following up.
152. No Response Follow UpNo Response Follow Up
Purpose:
To give the “customer” an
opportunity to save face, and to
save the deal.
Key Elements:
1. Purpose, a reason to contact.
2. Brief
3. Permission
4. Respect the legal rights of the
“customer” to take themselves out of
the follow up process. Opt out.
153. 7-12 Week Average Buying Cycle*
33
MonthsMonths
Product
Research
33
WeeksWeeks
Request Price
Quotes &
Information
33
DaysDays
Selects Dealer
& Takes
Delivery
Would you like more information from your dealer (availability & quotes)?Would you like more information from your dealer (availability & quotes)?
Can we afford to
DoDo
Nothing?Nothing?
Sunday Lot Visitor
*J.D.Powers Market research
Trade-In Estimates Price & Availability
154. Time From First Request to SaleTime From First Request to Sale
2.5%
31.0%
15.4%
8.2%
5.8% 4.6% 3.9% 3.8%
24.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Same
Day
1 2 3 4 5 6 7 After
7thWEEKS
Purchases were tracked within 6 months of Lead SubmissionPurchases were tracked within 6 months of Lead Submission
Why Follow Up?Why Follow Up?
Do we have follow-up communication processes that keepDo we have follow-up communication processes that keep
us in contact with the 51% who purchase after 2 weeks?us in contact with the 51% who purchase after 2 weeks?
155. No Response Follow Up StrategyNo Response Follow Up Strategy
• Day 1 – 7
Make At Least 4 Attempts to Call – Most
Likely to Get an Appointment.
Send an eMail each day you don’t call.
1 personal eMail and 3 follow up eMails.
• Week 2 – 8
Make 1 attempt to call every other week, total
of 4 attempts to call.
Send an eMail each week.
• Beyond Week 8
Send an eMail as part of an eMail Campaign
1 per month until opt out.
Buy, Die, or say “Don’t call me no more.”
156. Dealership Receives
Lead
Dealership’s ISM or ISR writes a
Customized E-mail response using
a pre-designed template and sends
to customer within 30 minutes of
receiving lead
After
Hours
Business
Hours
Internet
Sales Rep
E-mail
Contact
No
response
To E-mail
Reached
By
E-mail
E-mail
24 Hours
Later
E-mail
Closure
5th
Day
Reached
By
Phone
Not Reached
By
Phone
Internet
Sales
Process
Voice Mail
30 Minutes
Later
Schedule
Appointment
Delivery
E-mail
24 Hours
Later
Voice Mail
48 Hours
later
E-mail 5
Days
Later
Phone
Contact
Auto
Responder
CreatingCreating
AppointmentsAppointments
That Show UpThat Show Up
Internet
Sales
Process
Internet
Sales Rep
Internet
Administrator
157. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
158. Customer In The ShowroomCustomer In The Showroom
Preparation
Showroom Experience
Follow Up
160. AgendaAgenda
• Preparation
• The Experience
• The Technology
• What could possibly go wrong?
• A Game Plan
Expectation:Expectation:
• You’ll be able to work with
your customers better!
163. A good rule of thumb...A good rule of thumb...
What we know in advance, we do in advance!What we know in advance, we do in advance!
• Involve the Management Team
• Pre-select Vehicles
• Welcome Board
164. What about the salesWhat about the sales
experience?experience?
168. Can we use the dealershipCan we use the dealership
website in our presentation?website in our presentation?
169. • On Demos
• In Closing
• Building Value
• After the Sale
How can we tie it in?How can we tie it in?
170. • Show them websites on your
workstation. Remember to keep
control of the mouse!
Buyer=>Shopper
• Present it to their needs (SPACED).
How can we present theHow can we present the
information?information?
171. What happens when thingsWhat happens when things
go wrong?go wrong?
172. Here’s some of the thingsHere’s some of the things
that can go wrong!that can go wrong!
• Price of the purchased vehicle
• Trade value
• Financing or Cash Down
• F&I products
• Accessories or additional equipment
• Or, combination of any of the above!
173. There are over 3000 thingsThere are over 3000 things
that can go wrong!that can go wrong!
176. • Step 1 – Get into groups of 2.
• Step 2 – Develop a game plan for the customer that
comes in with a KBB trade value that is $1800 more
than the ACV.
• Step 3 – Develop a game plan for the customer that
comes in with an Edmunds invoice that is $695 lower
than Dealer invoice.
1. In what ways will you Act instead
of re-Act?
2. What should we avoid?
184. Walk them through the registration process.Walk them through the registration process.
185. SET 30 Day Survey FollowSET 30 Day Survey Follow
UpUp
186. Follow your processFollow your process
Dealership
Receives
Lead
Dealership’s ISM or ISR writes
a
Customized E-mail
After
Hours
Business
Hours
Internet
Sales Rep
E-mail
Contact
No
response
To E-mail
Reached
By
E-mail
E-mail
24 Hours
Later
E-mail
Closure
5th
Day
Reached
By
Phone
Not Reached
By
Phone
Internet
Sales
Process
Voice Mail
30 Minutes
Later
Schedule
Appointmen
t
Delivery
E-mail
24 Hours
Later
Voice Mail
48 Hours
later
E-mail 5
Days
Later
Phone
Contact
Auto
Responder
Internet
Sales
Process
Internet
Sales Rep
Internet
Administrator
187. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
189. Time ManagementTime Management
• Planning
1. Spend 15-30 minutes each day in Solitude Planning.
2. Resolve to act on what is Critical, instead of re-acting
to what is Urgent.
Prospecting - Creating Leads and Appointments That Show Up
Presenting - Customer In The Showroom
Following Up - 80% of Car Purchases are made after the 5th
follow up attempt. –JD Powers Market Research
190. Action PlanAction Plan
• Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
• Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.
191. Class Survey On-lineClass Survey On-line
Go to www.PagliaMotors.com and
Complete the ISS-Workshop Survey
192. SWAT DealerSWAT Dealer ChallengeChallenge
Gold Status
6 Months in the Year
Platinum Status
12 Months in the Year
195. Internet Sales SolutionInternet Sales Solution
WorkshopWorkshop
Thanks For Coming,Thanks For Coming,
And,And,
Thanks For All That YouThanks For All That You
Do!!!Do!!!
Editor's Notes
I’d like to ask you something.
Have you ever scheduled and appointment. The customer comes in at a different day or time that you weren’t expecting?
And then someone skates you?
Well to help you avoid that and help you sell more cars we’re going talk about… (Next slide)
Clear bullets and continue.. (Next slide)
Let’s see if we missed any. Here’s a goof rule of thumb..
Clear and embellish any of the bullets.
Emphasize “What we know in advance we do in advance.” Why would that be a good thing to do?
(Avoid problems, make the process smoother, sell more cars…)
(Next slide)
Now that we’re prepared, what about the sales experience itself…
(Next slide)
Is it different?
(Yes)
In what ways?
Chart and facilitate. (Takes less time, better closing ratio, don’t have to do…)
If this is what’s different what’s the same?
(Next slide)
In what ways can it be the same?(Still have to follow the road to the sales in some manner.
Is the Meet & Greet different?
What about needs assessment and counseling?
What about the presentation?
What about negotiation?
Closing?
Delivery?
Follow up?
(Segue) Can we use the technology?
(Next slide)
What do you use the web for in the process?
Refer to the information
Take them to sites
Offer more information
Assist the customer in their shopping
Build your relationship
Use to build value in negotiations
Use in follow up
Use on the demo
What about your dealer web site?
(Next slide)
How can we use the dealership website?
Rusty mentioned things earlier. Some things can’t be found on other sites.
Chart, facilitate and embellish.
(Next slide)
Do we just set them loose on a computer in our store. Maybe.
Facilitate discussion on the bullets.
We do all of this do we have a definite sale? No? Well...
(Next slide)
What happens when things go wrong?
What are some of the things that can go wrong that’s causes us to lose deals?
(Next slide)
Cart, facilitate and embellish.
There are a lot of things that can go wrong. Anybody want to guess the total number of combination of things that can go wrong with just these six bullets?
(Next slide)
There are over…
So don’t feel too bad if you lose a deal.
But what can you do about the things that go wrong?
(Next slide)
What will you do?
Would you say that most of these things can happen a gain and again?
(Yes)
Would you safety we could plan for most of them?
(Yes)
(Next slide)
We should have a game plan for these things that go wrong?
And to help do that, Rusty has an exercise for us.
(Next slide)
(Follow up)
What do you do if they do buy?
(Follow up)
Let’s discuss this.
(Next slide)
Follow up
(Next slide)
How do we follow up…
Chart, facilitate and embellish.
(Telephone, email, scheduled contacts)
What about asking for referrals? Can you do that with a non-buyer?Anybody do that?
(Facilitate)
How do we...
(Next slide)
An introduction to…
What are the benefits to the customer? What about the departments? What about you?
(Better relationship, business to departments and good chance of a referral to you or repeat business.)
What’s a way to help this process?
(Next slide)
By scheduling their first service on-line. How many of you do that?
How’s it working? Remember the benefits!
What’s else that’s directly related to them can you show?
(The Owner Only page)
(Next slide)
The SET 30 day survey is coming…
And real quick. What are some things we covered…?
Well I see it’s time for a break thank you. (Next slide)
