Courtesy Chevrolet Automotive CRM eBusiness Organization


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Courtesy Chevrolet Automotive CRM eBusiness Organization

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  • An all new lineup of environmentally responsible 2010 Nissan cars, trucks and SUV's is available from Kelly Nissan, located in Easton, PA. Kelly Nissan is one of America's best Nissan Dealerships as measured by sales and service customer satisfaction. The Kelly Nissan dealership sponsors the unique social network based Kelly Automotive Community website at You should visit and join this automotive social network to receive special discounts on Nissan new and used vehicles, genuine Nissan accessories, parts and Nissan repair and maintenance service. Kelly Nissan also hosts a more typical dealership eCommerce website located at where their entire inventory of new Nissans, including a huge selection of 2010 Nissan models, as well as their large inventory of Certified Pre-Owned Nissan cars, trucks and SUV's is updated daily, providing car buyers with full details including prices and optional equipment descriptions.
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Courtesy Chevrolet Automotive CRM eBusiness Organization

  1. 1. eBusiness and Sales Leadership
  2. 2. Courtesy Chevrolet eBusiness Organization <ul><li>Factoid #1: </li></ul><ul><li>Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings: </li></ul><ul><li>New Chevrolet Internet Sales </li></ul><ul><li>Used Car Internet Sales </li></ul><ul><li>Bell Road Internet Sales </li></ul><ul><li>Commercial Internet Sales </li></ul><ul><li>New Chevrolet BDC </li></ul><ul><li>Used Car Center BDC </li></ul><ul><li>Wholesale Parts BDC </li></ul><ul><li>Special Finance eTeam </li></ul>
  3. 3. Courtesy Chevrolet CRM/eBusiness Teams <ul><li>New Chevrolet Internet Sales; Internet Sales Manager supervising 10 - 14 Internet Sales Specialists (ISR) </li></ul><ul><li>Used Car Internet Sales; Internet Sales Manager with 5 to 7 Internet Sales Specialists at Camelback Used Car Center </li></ul><ul><li>Bell Road Internet Sales; Internet Sales Manager supervising Lead Generation and Management with 3 ISR’s </li></ul><ul><li>Commercial Internet Sales; 4 Internet Sales Specialist </li></ul><ul><li>New Chevrolet BDC; BDC Manager supervising 10 Customer Service Representatives (CSR) </li></ul><ul><li>Used Car Center BDC; BDC Manager supervising 6 CSR’s </li></ul><ul><li>Wholesale Parts BDC; Whole Parts Sales Manager and 5 Wholesale Parts Account Executives </li></ul><ul><li>Special Finance eTeam; 2 Certified Credit Counselors and an administrative assistant that tracks leads, sends emails and schedules appointments. </li></ul>
  4. 4. Courtesy Chevrolet CRM/eBusiness Teams Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators Dan Delozier Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Sales Consultants Certified to Handle Internet Leads & Appointments Mike Gordon IT Director Courtney Daly Special eFinance Administrator Ron Daly & Scott Daly Special eFinance Team
  5. 5. Sales Volume & CSI Compatibility? <ul><li>Factoid #2: </li></ul><ul><li>Courtesy Chevrolet sold </li></ul><ul><li>more new Chevrolet cars, </li></ul><ul><li>trucks and SUV’s than any </li></ul><ul><li>Other dealer in the USA in 2005… </li></ul><ul><li>And, while selling more Chevys than any </li></ul><ul><li>other dealer, Courtesy maintained the highest </li></ul><ul><li>CSI “Positive Impact” ranking from amongst all </li></ul><ul><li>Dealers of GM brands in the Western Region in 2005. </li></ul>
  6. 6. Develop Strategy & Budget - Phase 1 <ul><li>Courtesy Chevrolet’s Integrated Marketing Strategy (IMS) is based on the following goals and objectives: </li></ul><ul><li>Generate showroom traffic, inbound sales calls & electronic leads that result in growth of BOTH total store and eBusiness sales </li></ul><ul><li>Integrate with (and leverage) general market, GM and minority targeted campaigns using special landing pages & micro sites </li></ul><ul><li>Produce cost effective leads that supplement 3 rd Party Leads </li></ul><ul><li>Displace competing dealers from first page search results listings on the most popular search engines when buyers search for info </li></ul><ul><li>Keep spending within allocated budget of $77,000 per month: </li></ul><ul><ul><ul><ul><li>$50,000 per Month for New Chevrolet Retail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$18,000 per Month for Camelback Used Car Center </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$ 9,000 per Month for Bell Road Used Car Center </li></ul></ul></ul></ul>
  7. 7. Integrated Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory Primary web site Spanish web site SEM/SEO Key Word URL’s Point to Deep Links Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting “click-throughs” to leads?
  8. 8. Integrated Marketing Strategy – Phase 3 Courtesy Chevrolet uses over 250 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
  9. 9. Integrated Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years SEM/SEO Key Word URL’s Point to Primary Site Deep Links ChevyPriceQuote FreeGMoilChange
  10. 10. Online Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads IST Managed Campaign #1 Vendor 1 Managed Campaigns Courtesy Managed Activities Vendor Managed Activities BDC Managed Campaign #2 Vendor 2 Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail & Expanding Display Ads “ Back Door” Spanish Display Google Web Site Network For Display Ads
  11. 11. Web Site Vendors <ul><li>Courtesy uses multiple web site vendors by selecting the best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing… </li></ul><ul><li>Mainstream Primary site; BZ Results </li></ul><ul><li>GM Certified Internet Dealer site; Cobalt Group </li></ul><ul><li>Spanish Language site; Reynolds Web Solutions </li></ul><ul><li>Courtesy on Bell Special Credit site; BZ Results </li></ul><ul><li>Commercial & Fleet site; BZ Results </li></ul><ul><li>Micro-Sites & Landing Pages; Fresh Start Studio </li></ul>
  12. 12. Thank you for attending! <ul><li>Strategic cohesiveness with dealership’s general market advertising and management team “buy-in” </li></ul><ul><li>Clearly defined online advertising budget and a commitment to sustain the budget for at least 6 months </li></ul><ul><li>Your Lead Management Process (LMP) must be functional and effective BEFORE you start with online advertising </li></ul><ul><li>Use landing pages and micro-site instead of driving traffic to your dealership’s “home page” </li></ul><ul><li>Measure and track all traffic generated, along with phone calls and eLeads received </li></ul><ul><li>Review results and online marketing metrics at weekly manager meetings… Keep top of mind awareness with your management team </li></ul>Key Executables with Online Marketing Program
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