Reid Wakefield                                                                     rw@centuryinteractive.comThis presentat...
What’s the first website you hit each morning?
Which apps do you compulsively check on your phone?
Think about the software that truly delights you.
Think about the software that truly delights you.for me:
common threads:1. easy to use
common threads:1. easy to use2. the stuff they show me is interesting and meaningful
common threads:1. easy to use2. the stuff they show me is interesting and meaningful3. my brain’s ventral tegmental fires ...
common threads:1. easy to use2. the stuff they show me is interesting and meaningful3. my brain’s ventral tegmental fires ...
We’re going to build something like that for our dealers.
We’re going to build something like that for our dealers.Objective:           easy to use
We’re going to build something like that for our dealers.Objective:           easy to useObjective:           interesting ...
We’re going to build something like that for our dealers.Objective:           easy to useObjective:           interesting ...
We’re on a mission to build a program that truly delights dealers.
We’re on a mission to build a program that truly delights dealers.We’ve enlisted some helpers:
We’re on a mission to build a program that truly delights dealers.We’ve enlisted some helpers:
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia           Mark is a marketing VP at Lithia ...
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia           Mark is a marketing VP at Lithia ...
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia           The temptation is to invent so ma...
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia           We’ve been asking the stores’ bus...
Mission:   stop asking our users to do all the workHelper:    Mark from Lithia           We’ve been asking the stores’ bus...
Other apps have solved this problem.
This is the brand new Nike+ Fuel Band.
A few years ago, Nike launched an app that allowed athletes to tracktheir activities.
A few years ago, Nike launched an app that allowed athletes to tracktheir activities.It was a neat concept. An online port...
Unfortunately…
Unfortunately…Users weren’t consistently logging in to enter data.
Nike went back to the lab.
Nike went back to the lab.The newly launched Nike+ Fuel Band doesn’t require any manual entry.
Just wear this bracelet, which will automatically collect your daily activity.
Just wear this bracelet, which will automatically collect your daily activity.The bracelet automatically loads the relevan...
The new product has been a big hit.
There’s a lesson here for us.
There’s a lesson here for us.Let’s stop asking the stores’ busiest employees to dig throughthousands of phone calls to fin...
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen           von Kempelen created the Mechanical Turk in 1770...
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen           622 phone calls                    becomes      ...
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen           139 unique prospects called about inventory     ...
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen           139 unique prospects called about inventory     ...
Mission:   filter out the noiseHelper:    Wolfgang von Kempelen           139 unique prospects called about inventory     ...
We’ll use our Humanatic service to find the data that matters.
We’ll use our Humanatic service to find the data that matters.Since we’re identifying the good leads, we can also tell a b...
what the dealer sees todayyou received 622 inbound phone calls•   462 came from your website•   108 came from your mobile ...
Mission:   show true attribution
Mission:   show true attributionHelper:    Cassie from Van Tuyl
Mission:   show true attributionHelper:    Cassie from Van Tuyl           Cassie is the Director of Marketing for Van Tuyl...
Mission:   show true attributionHelper:    Cassie from Van Tuyl           Cassie is the Director of Marketing for Van Tuyl...
Mission:   show true attributionHelper:    Cassie from Van Tuyl            We only got 11 phone            calls from Auto...
Mission:   show true attributionHelper:    Cassie from Van Tuyl                            Publishers don’t like getting b...
Mission:   show true attributionHelper:    Cassie from Van Tuyl                            Publishers don’t like getting b...
Mission:   show true attributionHelper:    Cassie from Van Tuyl           462 phone calls via your website
Mission:   show true attributionHelper:    Cassie from Van Tuyl           462 phone calls via your website                ...
Mission:   show true attributionHelper:    Cassie from Van Tuyl           462 phone calls via your website                ...
Mission:   show true attribution           This is a big deal. No one has ever been able to show this.
Mission:          show true attribution                   This is a big deal. No one has ever been able to show this.When ...
Mission:         show true attribution* a prospect sees your inventory on AutoTrader.com
Mission:          show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for...
Mission:          show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for...
Mission:          show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for...
Mission:          show true attributionWe’ll still show you that his conversion session was a referral from Google…
Mission:         show true attribution…but we can also show AutoTrader.com’s contribution.
Now our data is interesting and meaningful.
Now our data is interesting and meaningful. at least for a while…
Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.
Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The deale...
Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The deale...
Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The deale...
Dealership software is good at telling us what we’re doing.
Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.
Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.Today’s software...
Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.Today’s software...
feedback loop
feedback loop n. The section of a control system that allows for feedback and self-correction and that adjusts its operati...
Mission:   create positive changeHelper:    Thomas Goetz           Goetz is an author and expert on feedback loops.
Mission:   create positive changeHelper:    Thomas Goetz           Goetz is an author and expert on feedback loops.       ...
Mission:   create positive changeHelper:    Thomas Goetz           Goetz is an author and expert on feedback loops.       ...
Mission:   create positive changeHelper:    Thomas Goetz           A bathroom scale is a simple example of an effective   ...
Mission:   create positive changeHelper:    Thomas Goetz           Four stages of an effective feedback loop
Mission:   create positive changeHelper:    Thomas Goetz           Four stages of an effective feedback loop           Evi...
Mission:   create positive changeHelper:    Thomas Goetz           Four stages of an effective feedback loop           Evi...
Mission:   create positive changeHelper:    Thomas Goetz           Four stages of an effective feedback loop           Evi...
Mission:   create positive changeHelper:    Thomas Goetz           Four stages of an effective feedback loop           Evi...
Mission:   create positive changeHelper:    Thomas Goetz           You sought an appointment on 62% of your inventory calls
Mission:   create positive changeHelper:    Thomas Goetz           You sought an appointment on 62% of your inventory call...
meaningful data will lead to measurable improvements
meaningful data will lead to measurable improvements     That sounds like something Dilbert’s boss would say.
meaningful data will lead to measurable improvements     That sounds like something Dilbert’s boss would say.     The comp...
You sought an appointment on 62% of your inventory calls         your previous average:     54%               8%         c...
You sought an appointment on 62% of your inventory calls             your previous average:     54%               8%      ...
Neuroscientists are freaking out because there’s a productthat has completely mastered the art of feedback loops.
Neuroscientists are freaking out because there’s a productthat has completely mastered the art of feedback loops.
Video games insert players attheir achievable challengelevel and reward player effortand practice withacknowledgement ofin...
Video game developers havebeen very deliberate aboutdesigning feedback loops toget players hooked.
Mission:   reward the brainHelper:    Tom Chatfield
Mission:   reward the brainHelper:    Tom Chatfield           Chatfield is a tech commentator who focuses on gaming.
Mission:   reward the brainHelper:    Tom Chatfield           Chatfield is a tech commentator who focuses on gaming.      ...
Mission:   reward the brainHelper:    Tom Chatfield           Chatfield is a tech commentator who focuses on gaming.      ...
Mission:   reward the brainHelper:    Tom Chatfield           1. multiple long-term and short-term aims           Break th...
Mission:   reward the brainHelper:    Tom Chatfield           2. reward the effort           Don’t punish failure. Instead...
Mission:   reward the brainHelper:    Tom Chatfield           3. feedback that is rapid, clear, and frequent           Peo...
Mission:   reward the brainHelper:    Tom Chatfield           4. uncertainty           Dopamine levels in your brain becom...
Mission:   reward the brainHelper:    Tom Chatfield           5. other people           If games should remind us of one c...
1. incremental
1. incremental2. rewarding
1. incremental2. rewarding3. loaded with feedback
1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards
1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick
1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick          ...
1. incremental         2. rewarding         3. loaded with feedback         4. filled with unpredictable rewards         5...
1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick   They’re...
1. incremental           2. rewarding           3. loaded with feedback           4. filled with unpredictable rewards    ...
Nike+ Fuel Band
There are a lot of apps using carefully constructed gaming mechanics.
There are a lot of apps using carefully constructed gaming mechanics.
There are a lot of apps using carefully constructed gaming mechanics.
There are a lot of apps using carefully constructed gaming mechanics.
1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick
1. incremental                  2. rewarding                  3. loaded with feedback                  4. filled with unpr...
1. incremental                  2. rewarding                  3. loaded with feedback                  4. filled with unpr...
Consider the software that dealers use today.
Consider the software that dealers use today.It’s built for managers.
Consider the software that dealers use today.It’s built for managers.There’s a trade-off for Dewey and the rest of the bus...
Consider the software that dealers use today.It’s built for managers.There’s a trade-off for Dewey and the rest of the bus...
I’ve never heard a sales guy say, “I like using a phone code fordialing outbound phone calls because I know it’s ultimatel...
I’ve never heard a sales guy say, “I like using a phone code fordialing outbound phone calls because I know it’s ultimatel...
We’re creating a game for dealers.
Managers will still get all of the reporting data they care about.
Managers will still get all of the reporting data they care about.The game is responsible for producing the green arrows o...
Managers will still get all of the reporting data they care about.The game is responsible for producing the green arrows o...
The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.
The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.There’s no “playing” i...
The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.There’s no “playing” i...
presenting:
Car Wars creates competition around two critical activities:
Car Wars creates competition around two critical activities:1. working the phones
Car Wars creates competition around two critical activities:1. working the phones2. creating great inventory listings
Mission:   improve phone skillsHelper:    Tom Gage
Mission:   improve phone skillsHelper:    Tom Gage           “Every dealers wants to improve his bottom line. The         ...
Mission:   improve phone skillsHelper:    Tom Gage           There are lots of expensive training options available for   ...
Mission:   improve phone skillsHelper:    Tom Gage           There are lots of expensive training options available for   ...
Mission:   improve phone skillsHelper:    Tom Gage           There are lots of expensive training options available for   ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars identifies the inbound and outbound phone           ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars identifies the inbound and outbound phone           ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars identifies the inbound and outbound phone           ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Mission:   improve phone skillsHelper:    Tom Gage           Car Wars is a competition that gives the sales team          ...
Okay, so my guys are going to compete with each other on the phone. Got it.
Okay, so my guys are going to compete with each other on the phone. Got it.                                               ...
Mission:   get pushed by competitionHelper:    Michael Phelps
Mission:   get pushed by competitionHelper:    Michael Phelps           Do you remember when Michael Phelps pursued a reco...
Mission:   get pushed by competitionHelper:    Michael Phelps           Do you remember when Michael Phelps pursued a reco...
Mission:   get pushed by competitionHelper:    Michael Phelps           Do you remember when Michael Phelps pursued a reco...
Mission:   get pushed by competitionHelper:    Michael Phelps           Do you remember when Michael Phelps pursued a reco...
Mission:   get pushed by competitionHelper:    Michael Phelps           …but his teammates weren’t the only ones to push  ...
Mission:   get pushed by competitionHelper:    Michael Phelps           …but his teammates weren’t the only ones to push  ...
Mission:   get pushed by competitionHelper:    Michael Phelps           …but his teammates weren’t the only ones to push  ...
Mission:   get pushed by competitionHelper:    Michael Phelps           In Car Wars, sales teams will be competing against...
Mission:   get pushed by competitionHelper:    Michael Phelps           In Car Wars, sales teams will be competing against...
Car dealers are passionate about their jobs.
Car dealers are passionate about their jobs.
Car dealers are passionate about their jobs.Car dealers love to compete.
Car dealers are passionate about their jobs.Car dealers love to compete.At dealer group meetings, themost electric moment ...
These guys will be psyched about challenging other dealerships every week.
Car Wars creates competition around two critical activities:1. working the phones2. creating great inventory listings
Car Wars creates competition around two critical activities1. working the phones2. creating great inventory listings      ...
Now that we’re tracking prospects through the full shoppingcycle, we can show the store a simple metric to evaluateinvento...
Now that we’re tracking prospects through the full shoppingcycle, we can show the store a simple metric to evaluateinvento...
>> When visitors see your inventory, do they take action at   a higher or lower rate than your competitors?
> dealer’s website                                  > mobile website                                  > AutoTrader.com    ...
> dealer’s website                                    > mobile website                                    > AutoTrader.com...
> dealer’s website                                    > mobile website                                    > AutoTrader.com...
Mission:   create better inventory listingsHelper:    Dale Pollak
Mission:   create better inventory listingsHelper:    Dale Pollak           In his book, Velocity 2.0, Pollak addresses th...
Mission:   create better inventory listingsHelper:    Dale Pollak           In his book, Velocity 2.0, Pollak addresses th...
Mission:   create better inventory listingsHelper:    Dale Pollak           In his book, Velocity 2.0, Pollak addresses th...
Mission:   create better inventory listingsHelper:    Dale Pollak           In his book, Velocity 2.0, Pollak addresses th...
Mission:   create better inventory listingsHelper:    Dale Pollak           Car Wars competitors will earn points by creat...
how it works
how it works* All inbound and outbound phone calls get tracked and recorded.
how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s ...
how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s ...
how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s ...
how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s ...
how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s ...
what we learn from this information
what we learn from this information* number of inventory phone calls generated
what we learn from this information* number of inventory phone calls generated* true attribution to understand which sourc...
what we learn from this information* number of inventory phone calls generated* true attribution to understand which sourc...
what we learn from this information* number of inventory phone calls generated* true attribution to understand which sourc...
what we learn from this information* number of inventory phone calls generated* true attribution to understand which sourc...
what we learn from this information* number of inventory phone calls generated* true attribution to understand which sourc...
examples of how points are accumulated
examples of how points are accumulated* agent steers a conversation toward an appointment
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a s...
Every time Dewey picks up his phone, he’ll be thinking about earning a point.
Every time Dewey posts a car, he’ll be thinking about earning a point.
how the sales team “plays”
how the sales team “plays”* No special attention or data entry is required.
how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, a...
how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, a...
how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, a...
how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, a...
CRM integration
CRM integration* As a call tracking product, Car Wars fully integrates with dealer CRMs.
CRM integration* As a call tracking product, Car Wars fully integrates with dealer CRMs.* Advanced integration is availabl...
Hang on, we blew past a term that can mean a lot of different things:
Hang on, we blew past a term that can mean a lot of different things:back-in-market shopper
Hang on, we blew past a term that can mean a lot of different things:back-in-market shopperLet’s define this.
from our earlier example:
from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still ...
from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still ...
from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still ...
from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still ...
Back-in-market shopper
Back-in-market shopperThese are hot prospects that will no longer be invisible to dealers.
costs
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’...
Let the Games Begin      May 2012
CW
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  1. 1. Reid Wakefield rw@centuryinteractive.comThis presentation is meant to be read.Don’t let the slide count scare you; it’ll probably take about 15 minutes to get through the presentation.
  2. 2. What’s the first website you hit each morning?
  3. 3. Which apps do you compulsively check on your phone?
  4. 4. Think about the software that truly delights you.
  5. 5. Think about the software that truly delights you.for me:
  6. 6. common threads:1. easy to use
  7. 7. common threads:1. easy to use2. the stuff they show me is interesting and meaningful
  8. 8. common threads:1. easy to use2. the stuff they show me is interesting and meaningful3. my brain’s ventral tegmental fires dopamine into my amygdala, prefrontal cortex, and nucleus acumens.
  9. 9. common threads:1. easy to use2. the stuff they show me is interesting and meaningful3. my brain’s ventral tegmental fires dopamine into my amygdala, prefrontal cortex, and nucleus acumens. we’ll get to this later
  10. 10. We’re going to build something like that for our dealers.
  11. 11. We’re going to build something like that for our dealers.Objective: easy to use
  12. 12. We’re going to build something like that for our dealers.Objective: easy to useObjective: interesting and meaningful
  13. 13. We’re going to build something like that for our dealers.Objective: easy to useObjective: interesting and meaningfulObjective: engaging
  14. 14. We’re on a mission to build a program that truly delights dealers.
  15. 15. We’re on a mission to build a program that truly delights dealers.We’ve enlisted some helpers:
  16. 16. We’re on a mission to build a program that truly delights dealers.We’ve enlisted some helpers:
  17. 17. Mission: stop asking our users to do all the workHelper: Mark from Lithia
  18. 18. Mission: stop asking our users to do all the workHelper: Mark from Lithia Mark is a marketing VP at Lithia Corporate. He delivered a great talk to Lithia’s vendors and reminded all of us to focus on the frontline men and women who work with customers.
  19. 19. Mission: stop asking our users to do all the workHelper: Mark from Lithia Mark is a marketing VP at Lithia Corporate. He delivered a great talk to Lithia’s vendors and reminded all of us to focus on the frontline men and women who work with customers. Lithia uses the name Dewey when making generic references to its store employees. It’s a reminder that they’re the ones actually doing the work.
  20. 20. Mission: stop asking our users to do all the workHelper: Mark from Lithia The temptation is to invent so many processes and requirements that working at a dealership becomes a real chore.
  21. 21. Mission: stop asking our users to do all the workHelper: Mark from Lithia We’ve been asking the stores’ busiest employees to: * identify and tag records * enter phone codes * review phone calls * figure out which leads matter
  22. 22. Mission: stop asking our users to do all the workHelper: Mark from Lithia We’ve been asking the stores’ busiest employees to: * identify and tag records * enter phone codes * review phone calls * figure out which leads matter With only a few exceptions, they’re simply not doing it.
  23. 23. Other apps have solved this problem.
  24. 24. This is the brand new Nike+ Fuel Band.
  25. 25. A few years ago, Nike launched an app that allowed athletes to tracktheir activities.
  26. 26. A few years ago, Nike launched an app that allowed athletes to tracktheir activities.It was a neat concept. An online portal showed the user how manycalories he burned each day and whether or not he was achieving hisfitness goals.
  27. 27. Unfortunately…
  28. 28. Unfortunately…Users weren’t consistently logging in to enter data.
  29. 29. Nike went back to the lab.
  30. 30. Nike went back to the lab.The newly launched Nike+ Fuel Band doesn’t require any manual entry.
  31. 31. Just wear this bracelet, which will automatically collect your daily activity.
  32. 32. Just wear this bracelet, which will automatically collect your daily activity.The bracelet automatically loads the relevant data into the Nike+ portal.
  33. 33. The new product has been a big hit.
  34. 34. There’s a lesson here for us.
  35. 35. There’s a lesson here for us.Let’s stop asking the stores’ busiest employees to dig throughthousands of phone calls to find the ones that matter.
  36. 36. Mission: filter out the noiseHelper: Wolfgang von Kempelen
  37. 37. Mission: filter out the noiseHelper: Wolfgang von Kempelen von Kempelen created the Mechanical Turk in 1770. The Turk was a human operated device that fooled observers into believing it was an automated chess playing machine. The Turk was the inspiration behind our Humanatic product, which uses a combination of machine automation and human support to efficiently filter for the phone calls that actually matter.
  38. 38. Mission: filter out the noiseHelper: Wolfgang von Kempelen 622 phone calls becomes 139 unique prospects called about inventory
  39. 39. Mission: filter out the noiseHelper: Wolfgang von Kempelen 139 unique prospects called about inventory we also learn: 71% of these prospects received a return call
  40. 40. Mission: filter out the noiseHelper: Wolfgang von Kempelen 139 unique prospects called about inventory we also learn: Sam Salesman handled 37 of these calls
  41. 41. Mission: filter out the noiseHelper: Wolfgang von Kempelen 139 unique prospects called about inventory we also learn: Sam Salesman handled 37 of these calls and sought an appointment 62% of the time
  42. 42. We’ll use our Humanatic service to find the data that matters.
  43. 43. We’ll use our Humanatic service to find the data that matters.Since we’re identifying the good leads, we can also tell a betterstory about where those leads are coming from.
  44. 44. what the dealer sees todayyou received 622 inbound phone calls• 462 came from your website• 108 came from your mobile site• 13 came from email campaigns• 11 came from AutoTrader.com• 11 came from Cars.com• 11 came from Edmunds.com• 6 came from newspaper listings
  45. 45. Mission: show true attribution
  46. 46. Mission: show true attributionHelper: Cassie from Van Tuyl
  47. 47. Mission: show true attributionHelper: Cassie from Van Tuyl Cassie is the Director of Marketing for Van Tuyl Group.
  48. 48. Mission: show true attributionHelper: Cassie from Van Tuyl Cassie is the Director of Marketing for Van Tuyl Group. Every month she runs a report that shows how many phone calls each of her lead sources has generated.
  49. 49. Mission: show true attributionHelper: Cassie from Van Tuyl We only got 11 phone calls from Auto Trader!!!
  50. 50. Mission: show true attributionHelper: Cassie from Van Tuyl Publishers don’t like getting beaten up by data that doesn’t tell the whole story. We only got 11 phone calls from Auto Trader!!!
  51. 51. Mission: show true attributionHelper: Cassie from Van Tuyl Publishers don’t like getting beaten up by data that doesn’t tell the whole story. Key publishers are now working with us to help dealers see the full path that customers are traveling.
  52. 52. Mission: show true attributionHelper: Cassie from Van Tuyl 462 phone calls via your website
  53. 53. Mission: show true attributionHelper: Cassie from Van Tuyl 462 phone calls via your website becomes: 315 phone calls about inventory via your site
  54. 54. Mission: show true attributionHelper: Cassie from Van Tuyl 462 phone calls via your website becomes: 315 phone calls about inventory via your site and now we also learn: 64% of these callers saw your inventory on AutoTrader.com prior to calling from your website
  55. 55. Mission: show true attribution This is a big deal. No one has ever been able to show this.
  56. 56. Mission: show true attribution This is a big deal. No one has ever been able to show this.When prospects call, we’ll be able to show the other relevant sites theychecked out recently.___% AutoTrader.com___% Cars.com___% Edmunds.com___% KBB.com___% Google
  57. 57. Mission: show true attribution* a prospect sees your inventory on AutoTrader.com
  58. 58. Mission: show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for your store on Google
  59. 59. Mission: show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for your store on Google* he hits your home page
  60. 60. Mission: show true attribution* a prospect sees your inventory on AutoTrader.com* two days later, he searches for your store on Google* he hits your home page* then he picks up his phone and asks about a car
  61. 61. Mission: show true attributionWe’ll still show you that his conversion session was a referral from Google…
  62. 62. Mission: show true attribution…but we can also show AutoTrader.com’s contribution.
  63. 63. Now our data is interesting and meaningful.
  64. 64. Now our data is interesting and meaningful. at least for a while…
  65. 65. Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.
  66. 66. Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The dealer understands what is happening on the phone, but…
  67. 67. Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The dealer understands what is happening on the phone, but……there’s no clear path toward improvement.
  68. 68. Now our data is interesting and meaningful. at least for a while…After a few weeks, the data doesn’t change much.The dealer understands what is happening on the phone, but……there’s no clear path toward improvement.Our reports just fade into the noise.
  69. 69. Dealership software is good at telling us what we’re doing.
  70. 70. Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.
  71. 71. Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.Today’s software was designed for task management.
  72. 72. Dealership software is good at telling us what we’re doing.It’s not so good at telling us how we’re doing.Today’s software was designed for task management.There’s no feedback loop.
  73. 73. feedback loop
  74. 74. feedback loop n. The section of a control system that allows for feedback and self-correction and that adjusts its operation according to differences between the actual output and the desired output.
  75. 75. Mission: create positive changeHelper: Thomas Goetz Goetz is an author and expert on feedback loops.
  76. 76. Mission: create positive changeHelper: Thomas Goetz Goetz is an author and expert on feedback loops. Feedback loops are powerful tools that can help people change behavior and encourage good habits.
  77. 77. Mission: create positive changeHelper: Thomas Goetz Goetz is an author and expert on feedback loops. Feedback loops are powerful tools that can help people change behavior and encourage good habits. Progress becomes the reward.
  78. 78. Mission: create positive changeHelper: Thomas Goetz A bathroom scale is a simple example of an effective feedback loop. You work out and mind your diet. Then the scale provides an immediate and clear indicator of whether or not you’re on the right track. You’re motivated to keep the numbers moving in the right direction.
  79. 79. Mission: create positive changeHelper: Thomas Goetz Four stages of an effective feedback loop
  80. 80. Mission: create positive changeHelper: Thomas Goetz Four stages of an effective feedback loop Evidence: data must be collected and measured
  81. 81. Mission: create positive changeHelper: Thomas Goetz Four stages of an effective feedback loop Evidence: data must be collected and measured Relevance: info must be relayed in a meaningful context
  82. 82. Mission: create positive changeHelper: Thomas Goetz Four stages of an effective feedback loop Evidence: data must be collected and measured Relevance: info must be relayed in a meaningful context Consequence: illuminate the path ahead
  83. 83. Mission: create positive changeHelper: Thomas Goetz Four stages of an effective feedback loop Evidence: data must be collected and measured Relevance: info must be relayed in a meaningful context Consequence: illuminate the path ahead Action: recalibrate a behavior, make a choice, act
  84. 84. Mission: create positive changeHelper: Thomas Goetz You sought an appointment on 62% of your inventory calls
  85. 85. Mission: create positive changeHelper: Thomas Goetz You sought an appointment on 62% of your inventory calls your previous average: 54% 8% competitor average: 67% 5%
  86. 86. meaningful data will lead to measurable improvements
  87. 87. meaningful data will lead to measurable improvements That sounds like something Dilbert’s boss would say.
  88. 88. meaningful data will lead to measurable improvements That sounds like something Dilbert’s boss would say. The comparisons make the data meaningful, but we need to ensure that our feedback is (1) engaging and (2) provides a clear path to improvement.
  89. 89. You sought an appointment on 62% of your inventory calls your previous average: 54% 8% competitor average: 67% 5%71% of your inventory callers received a return outbound call your previous average: 70% 1% competitor average: 56% 15%
  90. 90. You sought an appointment on 62% of your inventory calls your previous average: 54% 8% competitor average: 67% 5% 71% of your inventory callers received a return outbound call your previous average: 70% 1% competitor average: 56% 15%How can we ensure this data actually affects change?
  91. 91. Neuroscientists are freaking out because there’s a productthat has completely mastered the art of feedback loops.
  92. 92. Neuroscientists are freaking out because there’s a productthat has completely mastered the art of feedback loops.
  93. 93. Video games insert players attheir achievable challengelevel and reward player effortand practice withacknowledgement ofincremental goal progress, notjust final product.Dr. Judy Willis, Psychology Today
  94. 94. Video game developers havebeen very deliberate aboutdesigning feedback loops toget players hooked.
  95. 95. Mission: reward the brainHelper: Tom Chatfield
  96. 96. Mission: reward the brainHelper: Tom Chatfield Chatfield is a tech commentator who focuses on gaming.
  97. 97. Mission: reward the brainHelper: Tom Chatfield Chatfield is a tech commentator who focuses on gaming. He has studied the science behind video games to figure out why they’re so effective at engaging the players’ brains and motivating people toward particular behaviors.
  98. 98. Mission: reward the brainHelper: Tom Chatfield Chatfield is a tech commentator who focuses on gaming. He has studied the science behind video games to figure out why they’re so effective at engaging the players’ brains and motivating people toward particular behaviors. Here are his tips for developers:
  99. 99. Mission: reward the brainHelper: Tom Chatfield 1. multiple long-term and short-term aims Break things down into many parallel tasks. Create a whole spectrum of objectives that help people take ownership of their progress. Make sure they feel they are progressing and succeeding – as well as targeting a particular set of skills.
  100. 100. Mission: reward the brainHelper: Tom Chatfield 2. reward the effort Don’t punish failure. Instead, reward and reinforce, and make everything count toward a clear measure of progress. Video games have figured out how to transform the sense that someone has failed into the sense that they haven’t succeeded yet.
  101. 101. Mission: reward the brainHelper: Tom Chatfield 3. feedback that is rapid, clear, and frequent People learn when they see a clear link between consequence and action. You need to experience exactly how an action plays out, what it caused, and whether your attempt succeeded.
  102. 102. Mission: reward the brainHelper: Tom Chatfield 4. uncertainty Dopamine levels in your brain become elevated when you get a little prize for doing something, but what really lights up the chart is an unexpected reward. The right amount of well-calibrated uncertainty can create intense engagement in all manner of tasks.
  103. 103. Mission: reward the brainHelper: Tom Chatfield 5. other people If games should remind us of one crucial aspect of our evolutionary nature more than any other, it’s that we’re not merely seeking money or personal achievement points. We’re not just solitary individuals slumped in front of the screen. At our most base level, we’re craving the intense validation of doing something in comparison and collaboration with others.
  104. 104. 1. incremental
  105. 105. 1. incremental2. rewarding
  106. 106. 1. incremental2. rewarding3. loaded with feedback
  107. 107. 1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards
  108. 108. 1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick
  109. 109. 1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick remember this?
  110. 110. 1. incremental 2. rewarding 3. loaded with feedback 4. filled with unpredictable rewards 5. a social measuring stickThe Nike+ Fuel Band program hits all five points.
  111. 111. 1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick They’re using gaming mechanics…
  112. 112. 1. incremental 2. rewarding 3. loaded with feedback 4. filled with unpredictable rewards 5. a social measuring stick…to motivate people to form highly-desired habits.
  113. 113. Nike+ Fuel Band
  114. 114. There are a lot of apps using carefully constructed gaming mechanics.
  115. 115. There are a lot of apps using carefully constructed gaming mechanics.
  116. 116. There are a lot of apps using carefully constructed gaming mechanics.
  117. 117. There are a lot of apps using carefully constructed gaming mechanics.
  118. 118. 1. incremental2. rewarding3. loaded with feedback4. filled with unpredictable rewards5. a social measuring stick
  119. 119. 1. incremental 2. rewarding 3. loaded with feedback 4. filled with unpredictable rewards 5. a social measuring stickIt’s clear that video game elements can be successfully applied elsewhere...
  120. 120. 1. incremental 2. rewarding 3. loaded with feedback 4. filled with unpredictable rewards 5. a social measuring stickIt’s clear that video game elements can be successfully applied elsewhere... …but we’re still talking about dealership software, right?!?
  121. 121. Consider the software that dealers use today.
  122. 122. Consider the software that dealers use today.It’s built for managers.
  123. 123. Consider the software that dealers use today.It’s built for managers.There’s a trade-off for Dewey and the rest of the busy sales team.They load and manage an endless stream of data, which produces ahelpful to-do list to guide their days. The managers, in turn, end upwith good data for decision making and running the dealership.
  124. 124. Consider the software that dealers use today.It’s built for managers.There’s a trade-off for Dewey and the rest of the busy sales team.They load and manage an endless stream of data, which produces ahelpful to-do list to guide their days. The managers, in turn, end upwith good data for decision making and running the dealership. Ha!
  125. 125. I’ve never heard a sales guy say, “I like using a phone code fordialing outbound phone calls because I know it’s ultimatelygoing to help me manage my tasks more effectively.”
  126. 126. I’ve never heard a sales guy say, “I like using a phone code fordialing outbound phone calls because I know it’s ultimatelygoing to help me manage my tasks more effectively.”I certainly wouldn’t say that.Instead we get a stalemate between exasperated managersand an annoyed sales team. We’re going to fix this.
  127. 127. We’re creating a game for dealers.
  128. 128. Managers will still get all of the reporting data they care about.
  129. 129. Managers will still get all of the reporting data they care about.The game is responsible for producing the green arrows on those reports.
  130. 130. Managers will still get all of the reporting data they care about.The game is responsible for producing the green arrows on those reports. 71% of your inventory callers received a return outbound call your previous average: 70% 1% competitor average: 56% 15% We want lots of these!
  131. 131. The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.
  132. 132. The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.There’s no “playing” involved. We’ll take care of collecting, tagging,and entering all of the data. The sales team members just tracktheir performances.
  133. 133. The purpose of the game is to reinforce desired habits through acarefully constructed feedback loop.There’s no “playing” involved. We’ll take care of collecting, tagging,and entering all of the data. The sales team members just tracktheir performances.We’ve worked with dealers for a long time, and we’re confidentthat this is one of the first things the guys will check every day.
  134. 134. presenting:
  135. 135. Car Wars creates competition around two critical activities:
  136. 136. Car Wars creates competition around two critical activities:1. working the phones
  137. 137. Car Wars creates competition around two critical activities:1. working the phones2. creating great inventory listings
  138. 138. Mission: improve phone skillsHelper: Tom Gage
  139. 139. Mission: improve phone skillsHelper: Tom Gage “Every dealers wants to improve his bottom line. The quickest way to do this is by getting better on the phone.”
  140. 140. Mission: improve phone skillsHelper: Tom Gage There are lots of expensive training options available for dealers, and many stores conduct regular coaching sessions for their teams.
  141. 141. Mission: improve phone skillsHelper: Tom Gage There are lots of expensive training options available for dealers, and many stores conduct regular coaching sessions for their teams. This training doesn’t stick. Sales guys haven’t formed the right habits.
  142. 142. Mission: improve phone skillsHelper: Tom Gage There are lots of expensive training options available for dealers, and many stores conduct regular coaching sessions for their teams. This training doesn’t stick. Sales guys haven’t formed the right habits. Issue: noisy data and a broken feedback loop
  143. 143. Mission: improve phone skillsHelper: Tom Gage Car Wars identifies the inbound and outbound phone calls where there was an opportunity to sell a car.
  144. 144. Mission: improve phone skillsHelper: Tom Gage Car Wars identifies the inbound and outbound phone calls where there was an opportunity to sell a car. Those calls are then compiled and scored so the individual agents can gauge how they’re performing.
  145. 145. Mission: improve phone skillsHelper: Tom Gage Car Wars identifies the inbound and outbound phone calls where there was an opportunity to sell a car. Those calls are then compiled and scored so the individual agents can gauge how they’re performing. * we’ll talk about how this works in a sec
  146. 146. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone.
  147. 147. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone. * Are they quickly connecting with the customer?
  148. 148. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone. * Are they quickly connecting with the customer? * Are they courteous and knowledgeable?
  149. 149. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone. * Are they quickly connecting with the customer? * Are they courteous and knowledgeable? * Are they seeking appointments?
  150. 150. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone. * Are they quickly connecting with the customer? * Are they courteous and knowledgeable? * Are they seeking appointments? * Are they following up with their prospects?
  151. 151. Mission: improve phone skillsHelper: Tom Gage Car Wars is a competition that gives the sales team constant feedback on how well they’re performing on the phone. * Are they quickly connecting with the customer? * Are they courteous and knowledgeable? * Are they seeking appointments? * Are they following up with their prospects? * Are they aggressively pursuing in-market shoppers?
  152. 152. Okay, so my guys are going to compete with each other on the phone. Got it.
  153. 153. Okay, so my guys are going to compete with each other on the phone. Got it. not quite…
  154. 154. Mission: get pushed by competitionHelper: Michael Phelps
  155. 155. Mission: get pushed by competitionHelper: Michael Phelps Do you remember when Michael Phelps pursued a record 8 gold medals in the 2008 Olympics?
  156. 156. Mission: get pushed by competitionHelper: Michael Phelps Do you remember when Michael Phelps pursued a record 8 gold medals in the 2008 Olympics? The individual races were fun to watch, but the relay races were truly fascinating. As expected, his teammates stepped up and gave their best efforts.
  157. 157. Mission: get pushed by competitionHelper: Michael Phelps Do you remember when Michael Phelps pursued a record 8 gold medals in the 2008 Olympics? The individual races were fun to watch, but the relay races were truly fascinating. As expected, his teammates stepped up and gave their best efforts. Was it the fear of being a weak link?
  158. 158. Mission: get pushed by competitionHelper: Michael Phelps Do you remember when Michael Phelps pursued a record 8 gold medals in the 2008 Olympics? The individual races were fun to watch, but the relay races were truly fascinating. As expected, his teammates stepped up and gave their best efforts. Was it the fear of being a weak link? Probably a little bit…
  159. 159. Mission: get pushed by competitionHelper: Michael Phelps …but his teammates weren’t the only ones to push themselves to a higher level.
  160. 160. Mission: get pushed by competitionHelper: Michael Phelps …but his teammates weren’t the only ones to push themselves to a higher level. Phelps also swam his best times in the relay races.
  161. 161. Mission: get pushed by competitionHelper: Michael Phelps …but his teammates weren’t the only ones to push themselves to a higher level. Phelps also swam his best times in the relay races. Analysts went back and examined this phenomenon more broadly. Swimmers regularly out-perform their personal benchmarks when competing as a team.
  162. 162. Mission: get pushed by competitionHelper: Michael Phelps In Car Wars, sales teams will be competing against other dealerships.
  163. 163. Mission: get pushed by competitionHelper: Michael Phelps In Car Wars, sales teams will be competing against other dealerships. Each week the team will be pitted against a new store. In real time, they’ll see which team is converting the highest percentage of appointment opportunities and performing the best on the phone.
  164. 164. Car dealers are passionate about their jobs.
  165. 165. Car dealers are passionate about their jobs.
  166. 166. Car dealers are passionate about their jobs.Car dealers love to compete.
  167. 167. Car dealers are passionate about their jobs.Car dealers love to compete.At dealer group meetings, themost electric moment alwayscomes when the results areannounced for the intra-groupsales competitions.
  168. 168. These guys will be psyched about challenging other dealerships every week.
  169. 169. Car Wars creates competition around two critical activities:1. working the phones2. creating great inventory listings
  170. 170. Car Wars creates competition around two critical activities1. working the phones2. creating great inventory listings how is this related?
  171. 171. Now that we’re tracking prospects through the full shoppingcycle, we can show the store a simple metric to evaluateinventory performance.
  172. 172. Now that we’re tracking prospects through the full shoppingcycle, we can show the store a simple metric to evaluateinventory performance.>> When visitors see your inventory, do they take action at a higher or lower rate than your competitors?
  173. 173. >> When visitors see your inventory, do they take action at a higher or lower rate than your competitors?
  174. 174. > dealer’s website > mobile website > AutoTrader.com > KBB.com > Edmunds.com>> When visitors see your inventory, do they take action at a higher or lower rate than your competitors?
  175. 175. > dealer’s website > mobile website > AutoTrader.com > KBB.com > Edmunds.com>> When visitors see your inventory, do they take action at a higher or lower rate than your competitors? You’ve already paid to put your listing in front of this prospect.
  176. 176. > dealer’s website > mobile website > AutoTrader.com > KBB.com > Edmunds.com>> When visitors see your inventory, do they take action at a higher or lower rate than your competitors? You’ve already paid to put your listing in front of this prospect. Now you just need her to pick up the phone.
  177. 177. Mission: create better inventory listingsHelper: Dale Pollak
  178. 178. Mission: create better inventory listingsHelper: Dale Pollak In his book, Velocity 2.0, Pollak addresses the importance of using data analysis to improve online car listings.
  179. 179. Mission: create better inventory listingsHelper: Dale Pollak In his book, Velocity 2.0, Pollak addresses the importance of using data analysis to improve online car listings. A lower conversion rate “suggests a problem with the pixel bait…Is there a photo? Does it look good? Is the price correct? Is the description fresh and snappy?”
  180. 180. Mission: create better inventory listingsHelper: Dale Pollak In his book, Velocity 2.0, Pollak addresses the importance of using data analysis to improve online car listings. A lower conversion rate “suggests a problem with the pixel bait…Is there a photo? Does it look good? Is the price correct? Is the description fresh and snappy?” all of those elements can be controlled for free!
  181. 181. Mission: create better inventory listingsHelper: Dale Pollak In his book, Velocity 2.0, Pollak addresses the importance of using data analysis to improve online car listings. A lower conversion rate “suggests a problem with the pixel bait…Is there a photo? Does it look good? Is the price correct? Is the description fresh and snappy?” all of those elements can be controlled for free! an attentive and motivated sales team will produce more leads from the same inventory
  182. 182. Mission: create better inventory listingsHelper: Dale Pollak Car Wars competitors will earn points by creating inventory listings that attract a high number of phone calls.
  183. 183. how it works
  184. 184. how it works* All inbound and outbound phone calls get tracked and recorded.
  185. 185. how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s website and across outside sites like AutoTrader.com.
  186. 186. how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s website and across outside sites like AutoTrader.com.* Trained personnel will filter phone calls to identify sales opportunities.
  187. 187. how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s website and across outside sites like AutoTrader.com.* Trained personnel will filter phone calls to identify sales opportunities.* Qualified calls get transcribed by a human.
  188. 188. how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s website and across outside sites like AutoTrader.com.* Trained personnel will filter phone calls to identify sales opportunities.* Qualified calls get transcribed by a human.* Qualified calls then get analyzed by a trained analyst who scores the agent.
  189. 189. how it works* All inbound and outbound phone calls get tracked and recorded.* Inventory views are tracked on the dealer’s website and across outside sites like AutoTrader.com.* Trained personnel will filter phone calls to identify sales opportunities.* Qualified calls get transcribed by a human.* Qualified calls then get analyzed by a trained analyst who scores the agent.* Selected calls receive a full coaching session with personalized notes.
  190. 190. what we learn from this information
  191. 191. what we learn from this information* number of inventory phone calls generated
  192. 192. what we learn from this information* number of inventory phone calls generated* true attribution to understand which sources drive the best leads
  193. 193. what we learn from this information* number of inventory phone calls generated* true attribution to understand which sources drive the best leads* agent phone performance
  194. 194. what we learn from this information* number of inventory phone calls generated* true attribution to understand which sources drive the best leads* agent phone performance* agent follow-up performance
  195. 195. what we learn from this information* number of inventory phone calls generated* true attribution to understand which sources drive the best leads* agent phone performance* agent follow-up performance* dealership performance relative to competitors
  196. 196. what we learn from this information* number of inventory phone calls generated* true attribution to understand which sources drive the best leads* agent phone performance* agent follow-up performance* dealership performance relative to competitors This is the most important slide!
  197. 197. examples of how points are accumulated
  198. 198. examples of how points are accumulated* agent steers a conversation toward an appointment
  199. 199. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call
  200. 200. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call* inventory view generates a phone call
  201. 201. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call* inventory view generates a phone call* agent pursues a back-in-market shopper
  202. 202. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call* inventory view generates a phone call* agent pursues a back-in-market shopper* random bonuses for high scores on coached calls
  203. 203. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call* inventory view generates a phone call* agent pursues a back-in-market shopper* random bonuses for high scores on coached calls* random bonuses for quick pick-ups and effective call handling
  204. 204. examples of how points are accumulated* agent steers a conversation toward an appointment* qualified prospect receives a successful outbound call* inventory view generates a phone call* agent pursues a back-in-market shopper* random bonuses for high scores on coached calls* random bonuses for quick pick-ups and effective call handling* random bonuses for reviewing team members’ coached calls
  205. 205. Every time Dewey picks up his phone, he’ll be thinking about earning a point.
  206. 206. Every time Dewey posts a car, he’ll be thinking about earning a point.
  207. 207. how the sales team “plays”
  208. 208. how the sales team “plays”* No special attention or data entry is required.
  209. 209. how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, and scoring takes place on our side.
  210. 210. how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, and scoring takes place on our side.* Check carwars.com or our mobile app for real-time results and scoreboard.
  211. 211. how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, and scoring takes place on our side.* Check carwars.com or our mobile app for real-time results and scoreboard.* All coached calls are available for the team and managers to review.
  212. 212. how the sales team “plays”* No special attention or data entry is required.* All of the filtering, tagging, identifying, and scoring takes place on our side.* Check carwars.com or our mobile app for real-time results and scoreboard.* All coached calls are available for the team and managers to review.* Weekly results and performance data gets emailed automatically.
  213. 213. CRM integration
  214. 214. CRM integration* As a call tracking product, Car Wars fully integrates with dealer CRMs.
  215. 215. CRM integration* As a call tracking product, Car Wars fully integrates with dealer CRMs.* Advanced integration is available for eLead, DealerSocket, and VIN Solutions.
  216. 216. Hang on, we blew past a term that can mean a lot of different things:
  217. 217. Hang on, we blew past a term that can mean a lot of different things:back-in-market shopper
  218. 218. Hang on, we blew past a term that can mean a lot of different things:back-in-market shopperLet’s define this.
  219. 219. from our earlier example:
  220. 220. from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still in the early stages and not ready for the next step.
  221. 221. from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still in the early stages and not ready for the next step.Five weeks later the prospect starts looking at online inventory again.
  222. 222. from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still in the early stages and not ready for the next step.Five weeks later the prospect starts looking at online inventory again.Car Wars will insert an outbound call task into the dealer’s CRM.
  223. 223. from our earlier example:This prospect came in as an inbound prospect. The team worked the lead,but the shopper was still in the early stages and not ready for the next step.Five weeks later the prospect starts looking at online inventory again.Car Wars will insert an outbound call task into the dealer’s CRM.This is an opportunity for bonus points, so the team will jump on it quickly.
  224. 224. Back-in-market shopper
  225. 225. Back-in-market shopperThese are hot prospects that will no longer be invisible to dealers.
  226. 226. costs
  227. 227. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.
  228. 228. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars
  229. 229. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges
  230. 230. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges* unlimited inbound and outbound minutes with call recording
  231. 231. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges* unlimited inbound and outbound minutes with call recording* unlimited call tracking lines
  232. 232. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges* unlimited inbound and outbound minutes with call recording* unlimited call tracking lines* website tracking + inventory tracking on outside sites like AutoTrader.com
  233. 233. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges* unlimited inbound and outbound minutes with call recording* unlimited call tracking lines* website tracking + inventory tracking on outside sites like AutoTrader.com* all calls filtered and categorized
  234. 234. costsCar Wars is much, much more than a typical call tracking and call reviewsolution, but that’s the budget line item we’ll be targeting.$x per month for a dealership to join Car Wars* monthly renewal with no long term commitment or start up charges* unlimited inbound and outbound minutes with call recording* unlimited call tracking lines* website tracking + inventory tracking on outside sites like AutoTrader.com* all calls filtered and categorized* coached calls with personalized feedback for training
  235. 235. Let the Games Begin May 2012

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