Internet Sales Facts

417 views

Published on

Published in: Business, Automotive
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Internet Sales Facts

  1. 1. Salespeople <br />Advertising<br />$<br />Inventory<br />
  2. 2. “Advertising is the science of arresting human intelligence long enough to get money from it”<br />
  3. 3. Can they find you & can you turn it into a Lead?<br />TV<br />Magazine<br />Internet<br />Newspaper<br />Radio<br />Time preceding purchase of an automobile<br />Source: CNW Marketing/Research and Time Inc. Purchase Process<br />
  4. 4. Consumer Ratings of Car Shopping Information Sources<br />QUESTION? Thinking about all of the sources of information used during the Beginning, Middle, Final, & Entire process, please rank order the sources according to how helpful they are?<br />Overall, the Internet and the Dealership visit are considered most helpful throughout the entire process.<br />Source: R.L. Polk CO., 2007 New Vehicle Shopping Media Usage.<br />
  5. 5. Dealer Spending vs. Car Shoppers’ Preferred Media<br />Source: NADA Data 2007 Report. R.L. Polk CO., 2007 New Vehicle Shopping Media Usage.<br />
  6. 6. Customers Say Buying DecisionDepends on Response Time…<br />Cobalt eBusiness Performance Study 2006<br />
  7. 7. How do you know it works?<br />3. Coupon<br />1<br />2. Click<br />Internet?<br />
  8. 8. Who is the Advertising Mgr.?<br />E Bay<br />Dealix<br />OEM<br />Cars.com<br />My Website<br />
  9. 9. What are you spending<br />Total Monthly Budget<br />Cost per car?<br />Cost per sale?<br />
  10. 10. What Advertising drives traffic?<br />Are we running Brown Bananas or “lead cars”? <br />What do New ads look like vs. Used?<br />Hunting vs. Farming?<br />
  11. 11. Dealership Management<br />Salespeople<br />Advertising<br />Inventory<br />
  12. 12. Thought starters…<br />What % of customers use the Internet before they buy (10 yrs. Ago vs. today)?<br />What are the 2 most important pieces of Dealer real estate?<br />Did you build the “Field of Dreams” website?<br />What are you doing with your Internet “Ups”?<br />
  13. 13. Fact About Internet Sales<br />% of Customers that use the Internet for Research prior to visiting a dealership<br />88%<br />
  14. 14. Fact About Internet Sales<br />% of Customers that choose searched Dealers based on Internet Consumer Reviews<br />21%<br />And rising<br />
  15. 15. Fact About Internet Sales<br />% of Customers <br />that buy within 30 days<br />of their 1st search<br />42%<br />
  16. 16. Fact About Internet Sales<br />% of Customers who <br />use newspaper classified ads<br />to locate a Used car<br />30%<br />
  17. 17. Fact About Internet Sales<br />% of customers that use the Internet to locate a Used car<br />71%<br />
  18. 18. Fact About Internet Sales<br />% of Customers that have not decided if they want a New or Used car when they visit a Dealer’s website<br />42%<br />
  19. 19. Fact About Auto Sales<br />% of New Car Customers that visit Dealership websites before buying<br />48%<br />
  20. 20. Fact About Internet Sales<br />% of Used Car Customers who visit Dealership websites before buying<br />64%<br />
  21. 21. Fact About Internet Sales<br /># of websites Customers visited before submitting a lead<br />4-5<br />
  22. 22. Fact About Internet Sales<br />% of Customers that were New Car Leads & bought a Used Car instead<br />42%<br />
  23. 23. Fact About Internet Sales<br />% of Customers that buy a different car than the one they submitted a Lead on<br />58%<br />
  24. 24. Fact About Internet Sales<br />% of Dealers that Follow Up only 1 time with 1 Email<br />55%<br />
  25. 25. Fact About Internet Sales<br />% of Leads sent to Dealers that go Unanswered<br />30%<br />
  26. 26. Fact About Internet Sales<br />% of Customers that submitted an Internet Lead by Email<br />20%<br />
  27. 27. Fact About Internet Sales<br />% of Customers that submitted an Internet Lead by Phone<br />80%<br />
  28. 28. Fact About Internet Sales<br />% of Calls where Salespeople quoted discounts, payments or trade value <br />71%<br />
  29. 29. Fact About Internet Sales<br />% of Calls where Salespeople didn’t ask for an appointment<br />84%<br />
  30. 30. Fact About Internet Sales<br />% of Calls where Salespeople didn’t ask for a phone #<br />66%<br />
  31. 31. Fact About Internet Sales<br />% of Calls where Salespeople didn’t ask for a Customer’s name<br />42%<br />
  32. 32. Fact About Internet Sales<br />% of Customers that submitted a Lead and actually bought from thatDealer<br />8%<br />
  33. 33.
  34. 34.
  35. 35. 1st base – getting to the website<br />How do they get there now?<br />Paid leads from other websites<br />Search Engine (Google, Yahoo)<br />Type in the web address (how long is it?)<br />Click on the website off their “favorites” list<br />Can a Customer Google you?<br />Leveraging traditional ads (on lot also)?<br />“Farming” the database with e mails<br />
  36. 36. 2nd base – converting a visit &gt;lead<br />Home Page - D.I.S.C?<br />Clicks to Cars - Manager’s Specials?<br />Description – Stats or “story”<br />Pictures – many, scrolling<br />Print me, call me, e-mail me<br />Average is only 2%!<br />
  37. 37. 3rd base – converting a lead &gt; appt<br />Why are internet leads not ups?<br />Who is responding & # of leads?<br />6 days, hours, or min.? Auto response?<br />Thanks & intro<br />At least 1 alternative vehicle, 2 or 3 better, 1 CPO with more features<br />A reason to buy from you<br />Ask 2 qualifying ?’s to start dialogue<br />Give contact info and ask customer preference<br />ASK FOR AN APPOINTMENT<br />Dealers Survey of Avg. Response time = 45 min.<br />Customers Survey = 5.4 hours<br />New or CPO? This EXACT car, or the NICEST one like it?<br />
  38. 38. E-Mail 1st Auto response<br />Thank you for your Automotive Internet Inquiry,our goal is to make sure that you receive quick and accurate information.. We have one of the most successful Internet departments in the Market. <br />To better serve your Automotive needs please call us now at 1-800-234-5678. <br /> This is a direct line to your personal Internet Specialist.<br />What if they don’t respond?<br />
  39. 39. Phone Best Practices<br />Who is answering the calls?<br />Set an appointment to get them into the Dealership.<br />Who with?<br />What if they are not buying today?<br />
  40. 40. Home Run – converting appts. &gt; $ales<br />What % of customers buy a car without coming in? <br />Expectations when they come to the store?<br />Trade value?<br />Payment Calculator?<br />
  41. 41. What are you spending?<br />Per month?<br />X 12?<br />So ,who is the Advertising Manager?<br />Cost per lead?<br />Cost per sale?<br />
  42. 42. Who is the Advertising Mgr.?<br />Which #’s can we be certain of?<br />A1.com<br />B2.com<br />C3.com<br />D4.com<br />Our Website<br />Sales<br />24<br />24<br />24<br />55<br />42<br />$ per Sale<br />$204<br />$470<br />$583<br />$854<br />$719<br />
  43. 43. Keeping Score<br />What do you do with the Leads?<br />Leads to: Good Great Best<br />Appts.% 50 60 70<br />Show% 50 60 70<br />Sold% 506070<br />Total 12.5 21.6 34.3<br />Cost Per $ale!<br />

×