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AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
AutoSuccess Best Practice Summit V
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AutoSuccess Best Practice Summit V

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AutoSuccess Best Practice Summit V

AutoSuccess Best Practice Summit V

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  • Huge opportunities for everyone, professionally and personally
  • Transcript

    • 1. “ Sharing Ideas of the BEST ” November 7, 2006 Best Practices Summit V An ADP Company
    • 2. Erik Stuttz Executive Vice President Bob Librizzi Executive Vice President Sales An ADP Company
    • 3. What do they have in Common?
    • 4. Why are they SUCCESSFUL? Let’s share “Best Practice” The KEY to success is know-how. An ADP Company
    • 5. Why are they SUCCESSFUL? <ul><li>Complete Plan: </li></ul><ul><ul><li>Holistic Strategy </li></ul></ul><ul><ul><li>(7 Profit Opportunities) </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><ul><li>They begin with the end in mind… </li></ul></ul>The Automotive… “ State of the Union”
    • 6. They follow these 5 Key Metrics daily! <ul><li>Unique visitor count (Marketing/SEM) </li></ul><ul><li>Conversion Rate (Website) </li></ul><ul><li>Appointments Set (Process) </li></ul><ul><li>Appointments Show (Process) </li></ul><ul><li>Appointments Sold (Process) </li></ul><ul><li>Measure Cost per vehicle sold! </li></ul><ul><li>Great Website (Technology) </li></ul><ul><li>+Great People & Process </li></ul><ul><li>GREAT RESULTS! </li></ul>
    • 7. Why are they SUCCESSFUL? <ul><li>Like an air traffic controller trying to land planes, a dealership requires flawless execution to sell , service and satisfy more customers profitably … </li></ul><ul><li>Plainly these dealers understand that it takes leadership buy-in , right people , process , and great technology to produce measurable results … </li></ul>
    • 8. They follow these 5 Key Metrics daily! <ul><li>Unique visitor count (Marketing/SEM) </li></ul><ul><li>Conversion Rate (Website) </li></ul><ul><li>Appointments Set (Process) </li></ul><ul><li>Appointments Show (Process) </li></ul><ul><li>Appointments Sold (Process) </li></ul><ul><li>Measure Cost per vehicle sold! </li></ul><ul><li>Great Website (Technology) </li></ul><ul><li>+Great People & Process </li></ul><ul><li>GREAT RESULTS! </li></ul>
    • 9. Internet MARKETING Action Plan <ul><li>Creating a detailed Marketing Action Plan that drives customers directly to the dealerships website . </li></ul><ul><li>Branding their URL EVERYWHERE! </li></ul><ul><li>SEM - Tier 1 – 2 – 3 Marketing </li></ul><ul><li>Collection of emails from customer base at every touch point within the dealership for future email campaign marketing. </li></ul><ul><li>SEO and SEM </li></ul><ul><li>the…“21 st Century Yellow Pages”!!! </li></ul>
    • 10. Bob Librizzi Novemeber 7, 2006 BZ Results… Search Engine Marketing. Metric #1. Internet MARKETING Plan
    • 11. How Customers Find Dealerships Online? * JD Power 2005 New Autoshopper Study. **JD Power 2005 New Autoshopper Study ***Yahoo! Complete 2005 Auto Study. Auto Buyers Dealership Dealer Website 3 rd Party Website OEM Website
    • 12. The Search Landscape Q: WHERE DO CUTOMERS GET INFORMATION? A: OVER 75% OF BUYERS USE A SEARCH ENGINE
    • 13. Consumer Search Trends 89% of new-vehicle buyers use a search engine or portal at some point in their research, and 94% of used-vehicle buyers do so. J. D. Powers and Assoc. Source: Capgemini, June, 2005, N = 2,700 in-market consumers across five countries
    • 14. Explosive Growth Source: Nielsen//NetRatings, 2006 9.32 45,111.2 49,313.4 Web media -13.39 9,907.1 8,581.0 Travel 10.84 32,276.0 35,776.1 Telecommunications 3.76 2,952.8 3,063.9 Software 2.06 43,195.7 44,087.4 Retail goods and services -7.83 15,156.3 13,969.2 Public services -12.43 4,619.0 4,044.7 Health 29.92 5,968.2 7,753.7 Hardware and electronics -15.55 59,465.8 50,220.7 Financial services 18.30 3,462.1 4,095.7 Entertainment 5.65 6,996.8 7,391.9 Consumer goods -27.25 7,020.9 5,108.0 Business-to-business 35.31 3,256.5 4,406.4 Automotive Change From Previous Month (%) Total Impressions May 2006 (M) Total Impressions June 2006 (M) Industry Advertising Breakdown by Industry, May and June 2006
    • 15. Organic Search Marketing SEO is the process of modifying a Web site and its links to improve visibility, rank, and relevance in the organic, crawler-based listings of search engines. <ul><li>Placement: </li></ul><ul><li>can take up to 6 weeks </li></ul><ul><li>unpredictable </li></ul><ul><li>Advantages: </li></ul><ul><li>free </li></ul><ul><li>unbiased </li></ul><ul><li>higher click through rate </li></ul><ul><li>perception of trust by searcher </li></ul>What is Search Engine Optimization? <ul><li>Influenced by </li></ul><ul><li>100’s of factors: </li></ul><ul><li>coding </li></ul><ul><li>links </li></ul><ul><li>content </li></ul>Placement Factors: Content relevance, frequency of keywords in content, keywords selected, popularity of keywords selected, reciprocal links from reputable content sources
    • 16. Organic: Free Listings <ul><li>Also called editorial , natural or organic listings </li></ul>
    • 17. Paid Search Marketing Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated. What is Paid Search Marketing? <ul><li>Cost Per Click Influenced by: </li></ul><ul><li>Bid </li></ul><ul><li>Click-Through-Rate </li></ul><ul><li>Quality Score – including copy, landing page, key terms </li></ul><ul><li>Advantages: </li></ul><ul><li>Measurable </li></ul><ul><li>Predictable </li></ul><ul><li>Immediate </li></ul><ul><li>Highly targeted </li></ul><ul><li>Control – ranking, copy, budget, landing page </li></ul>
    • 18. Pay Per Click
    • 19. Search Page Display <ul><ul><li>Greater trust </li></ul></ul><ul><ul><li>Perceived value by consumer </li></ul></ul><ul><ul><li>Better integration </li></ul></ul><ul><ul><li>Controls dealers spend </li></ul></ul><ul><ul><li>Best value and results </li></ul></ul><ul><li>Dealership presence in organic and paid listings reinforce each other: </li></ul>Organic Search Results Paid Search Results Paid Search Results
    • 20. Optimization Activities Are Critical… Source: Did-it and Enquiro Eye Tracking Study (March 2005) Google’s Golden Triangle 100% of searchers focused on the top listings… paid and organic
    • 21. Go Deep: Expand Keyword Lists <ul><li>Expand core terms </li></ul><ul><li>National Search Campaigns </li></ul><ul><ul><li>1000’s of search terms with Geo-Modifiers </li></ul></ul><ul><li>Regional Search Campaigns </li></ul><ul><ul><li>Target users by geographic location </li></ul></ul><ul><li>New Products and services </li></ul><ul><li>Comparative </li></ul><ul><ul><li>Ford vs. Chevrolet </li></ul></ul><ul><ul><li>Competitor terms </li></ul></ul>
    • 22. Custom Sites - Increase Conversion <ul><li>Micro-site </li></ul><ul><li>Rapid Deployment </li></ul><ul><li>Match Different Buyers </li></ul><ul><li>Upsell Potential </li></ul><ul><li>Increase Conversion </li></ul><ul><li>Strong Call to Action </li></ul><ul><li>Dynamic Text </li></ul><ul><li>Dynamic Image </li></ul>
    • 23. Geo Targeting Tier: 1 – 2 - 3 <ul><li>Targeting specific states or regions is a highly successful tactic to limit cost and increase ROI by targeting the biggest “feeder” regions for your school. </li></ul><ul><li>Google offers zip code or city targeting and Yahoo and MSN’s targeting capabilities are dramatically improving. </li></ul><ul><li>Including geo modified keywords are essential for campaign success, i.e. “Honda CRV in Vancouver” </li></ul>
    • 24. Optimized Inventory Landing Pages <ul><li>Approach </li></ul><ul><ul><li>Improve campaign management </li></ul></ul><ul><ul><ul><li>Raise search positions </li></ul></ul></ul><ul><ul><ul><li>Increase CTR </li></ul></ul></ul><ul><ul><ul><li>Improve Quality score </li></ul></ul></ul>
    • 25. Red Mc Combs Case Study Search Engine Marketing helps 2005 eDealer of the Year Red McCombs Automotive has had its best year ever! A premier Dealership in Texas, family owned and operated with multiple locations and over 300 employees, Red McCombs Automotive has increased results by more than 400 percent in the last two years. Here is the trail that led Red McCombs Automotive to success as the 2005 Ford Internet Dealer of the Year “ We found that only 35 percent of our customers were looking at the newspaper before buying a car with us” Tony Rimas-Red McCombs
    • 26. Red Mc Combs Case Study
    • 27. They follow these 5 Key Metrics daily! <ul><li>Unique visitor count (Marketing/SEM) </li></ul><ul><li>Conversion Rate (Website) </li></ul><ul><li>Appointments Set (People & Process) </li></ul><ul><li>Appointments Show (People & Process) </li></ul><ul><li>Appointments Sold (People & Process) </li></ul><ul><li>Measure Cost per vehicle sold! </li></ul><ul><li>Great Website (Technology) </li></ul><ul><li>+Great People & Process </li></ul><ul><li>GREAT RESULTS! </li></ul>
    • 28. Metric #2. Interactive website <ul><li>Easy to navigate…less is better! </li></ul><ul><li>Never qualify your customer out of stock! </li></ul><ul><li>Facts: </li></ul><ul><li>86% of customers buy a different vehicle than planned for. – NADA </li></ul><ul><li>88 SUV’s in today's market </li></ul><ul><li>Right pricing strategy! </li></ul><ul><li>Encourages customers to engage… </li></ul>
    • 29. Why are they SUCCESSFUL? Metrics #3-5. People/Process <ul><li>In addition to a well defined Strategy and Best in Class Technology Tools , their focus remains clearly on People and Process … </li></ul><ul><li>Implementation of a… </li></ul><ul><li>C ustomer </li></ul><ul><li>R elationship CRC </li></ul><ul><li>C enter </li></ul>
    • 30. How a CRC works… And why even consider having one… The KEY to success is know-how. An ADP Company
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36. People <ul><li>CRC Results… </li></ul><ul><ul><li>Maximize and support 100% of all </li></ul></ul><ul><ul><li>INBOUND (Showroom, Phone, Internet Opportunities) and OUTBOUND (Sold Follow-up, Un-Sold Follow-up, Prospecting, and Service Opportunities) customer traffic . </li></ul></ul><ul><ul><li>Maintains the highest possible level of customer satisfaction . </li></ul></ul><ul><ul><li>Requires an individual with excellent people skills </li></ul></ul><ul><ul><li>Daily interaction with the dealership’s Management Team (Variable & Fixed Operations) and select Sales Associates </li></ul></ul>
    • 37. People <ul><li>CRC Coordinator/Specialist… </li></ul><ul><ul><li>Answer all incoming phone calls according to script and schedule a sales appointments. </li></ul></ul><ul><ul><li>Log all Customer contacts into CRM tool </li></ul></ul><ul><ul><li>Responds to Customer website email requests and phone to schedule a Sales appointment. </li></ul></ul><ul><ul><li>Schedule follow-up contact if no appointment. </li></ul></ul><ul><ul><li>Contact Customers using proven phone scripts for CSI, Prospect, Off-lease, Off-Retail and Service opportunities to schedule appointments. </li></ul></ul><ul><ul><li>Post scheduled appointments on Appt. Board. </li></ul></ul><ul><ul><li>Reschedule no-show Customer appointments. </li></ul></ul><ul><ul><li>Follow up with Sales Department to determine if appointment was kept and the outcome. Schedule future contact as needed. </li></ul></ul><ul><ul><li>Update Customer status in CRM tool to generate automated follow-up and necessary reports. </li></ul></ul><ul><ul><li>Contact Customers based on current marketing initiatives. </li></ul></ul>
    • 38. Job Description & Pay Plans <ul><li>CRM Director/Manager </li></ul><ul><ul><li>Salary </li></ul></ul><ul><ul><li>Commissions </li></ul></ul><ul><li>CRC Coordinator/Specialist </li></ul><ul><ul><li>Salary </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><ul><li>Appointments set… </li></ul></ul></ul><ul><ul><ul><li>Appointments that show </li></ul></ul></ul><ul><ul><ul><li>Sold Appointments </li></ul></ul></ul><ul><ul><ul><li>Service Appointments </li></ul></ul></ul>
    • 39. CRC Process <ul><li>After establishing the right: </li></ul><ul><li>Strategy </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Place </li></ul><ul><li>It’s then time for the </li></ul><ul><li>implementation of a CRC. </li></ul>
    • 40. CRC Process Assessment & Strategy Workshop <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul>The KEY to success is know-how.
    • 41. CRC Process Assessment & Strategy Workshop Showroom Sales Process <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul><ul><li>Discover best practices to sell and satisfy more customers profitably </li></ul>The KEY to success is know-how.
    • 42. CRC Process Assessment & Strategy Workshop Showroom Sales Process Internet Sales Process <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul><ul><li>Discover best practices to sell and satisfy more customers profitably </li></ul><ul><li>Develop a complete eCommerce strategy & processes that promotes all profit centers </li></ul>The KEY to success is know-how.
    • 43. CRC Process Assessment & Strategy Workshop Showroom Sales Process Internet Sales Process Phone Sales Process <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul><ul><li>Discover best practices to sell and satisfy more customers profitably </li></ul><ul><li>Develop a complete eCommerce strategy & processes that promotes all profit centers </li></ul><ul><li>Manage, measure and implement a Phone Sales Process to increase appointments </li></ul>The KEY to success is know-how.
    • 44. CRC Process Assessment & Strategy Workshop Showroom Sales Process Internet Sales Process Phone Sales Process Sold & Unsold Follow-up <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul><ul><li>Discover best practices to sell and satisfy more customers profitably </li></ul><ul><li>Develop a complete eCommerce strategy & processes that promotes all profit centers </li></ul><ul><li>Manage, measure and implement a Phone Sales Process to increase appointments </li></ul><ul><li>Capture, record & follow-up unsold prospects </li></ul><ul><li>Manage sold customers to increase CSI, referrals & loyalty </li></ul>The KEY to success is know-how.
    • 45. CRC Process Assessment & Strategy Workshop Showroom Sales Process Internet Sales Process Phone Sales Process Sold & Unsold Follow-up CIP <ul><li>Identify current and desired state </li></ul><ul><li>Create a step-by-step action plan </li></ul><ul><li>Discover best practices to sell and satisfy more customers profitably </li></ul><ul><li>Develop a complete eCommerce strategy & processes that promotes all profit centers </li></ul><ul><li>Manage, measure and implement a Phone Sales Process to increase appointments </li></ul><ul><li>Capture, record & follow-up unsold prospects </li></ul><ul><li>Manage sold customers to increase CSI, referrals & loyalty </li></ul><ul><li>Measure & manage key metrics to continually improve performance </li></ul>The KEY to success is know-how.
    • 46. Results from CRC <ul><li>Higher customer satisfaction </li></ul><ul><li>Increased productivity </li></ul><ul><li>Reduced selling time </li></ul><ul><li>Higher closing ratio </li></ul><ul><li>Less conflict between Showroom and Internet Opportunities…no “disconnect” </li></ul>
    • 47. CRC Results <ul><li>Courtesy Chevrolet cut $1.8 million per year in newspaper advertising and tripled their business </li></ul><ul><li>Paragon – additional 214 vehicles in </li></ul><ul><li>1 month! </li></ul><ul><li>Tasca – additional 90+ vehicles per month with higher CSI </li></ul>
    • 48. <ul><ul><ul><li>CRC & Digital Marketing & SEM has help these dealer partners sell more vehicles, increase profit and CSI: </li></ul></ul></ul><ul><ul><ul><li>Complete Plan – Strategy, Tools, People and Process </li></ul></ul></ul><ul><ul><ul><li>CRC Processes that turn leads into appointments and sales </li></ul></ul></ul><ul><ul><ul><li>Process & Technology that Gets Results! </li></ul></ul></ul>The KEY to success is know-how.
    • 49. Questions? An ADP Company
    • 50. <ul><ul><ul><li>For a FREE eCRM Business Plan </li></ul></ul></ul><ul><ul><ul><li>Contact: Noreen Johnson </li></ul></ul></ul><ul><ul><ul><li>610-644-6448 </li></ul></ul></ul><ul><ul><ul><li>www.bzresults.com </li></ul></ul></ul><ul><ul><ul><li>Thank You! </li></ul></ul></ul>The KEY to success is know-how.

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