Having a Healthy Online Presence: The 4 Staples of Lead Conversion
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Having a Healthy Online Presence: The 4 Staples of Lead Conversion

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Joe Webb of DealerKnows Consulting discusses the 4 Staples of Lead Conversion with the attendees of the Texas Independent Auto Dealers Association. DealerKnows conducted a mystery shop of 100 dealers ...

Joe Webb of DealerKnows Consulting discusses the 4 Staples of Lead Conversion with the attendees of the Texas Independent Auto Dealers Association. DealerKnows conducted a mystery shop of 100 dealers in attendance as well as shares data from the National Independent Auto Dealers Association. http://dealerknows.com

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    Having a Healthy Online Presence: The 4 Staples of Lead Conversion Having a Healthy Online Presence: The 4 Staples of Lead Conversion Presentation Transcript

    • Having a Healthy Online Presence: The 4 Staples of Lead Conversion
    • The Four Basic Food Groups
    • Who is Joe Webb? DealerKnows: Founder
    • The Four Basic Food Groups. ≠ DealerKnows: Proper Nutrition
    • The Fifth Food Group. Yum! DealerKnows: Proper Nutrition
    • = Vendors: DealerKnows: Proper Nutrition
    • 63% 27% 10% Phone Ups (27%) Walk Ins (63%) eLeads (10%) Sources: DealerKnows: Data*AutoTrader KS&R Study 2012
    • Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail 5%5%6% 9% 11%12% 25% 62% $249/ vehicle Sources: DealerKnows: Data*AutoTrader KS&R Study 2012
    • Websites Branding • and Merchandising Lead Acquisition Technology 01010101010101010101010 10101010101010010011001 01101010010101010101001 01010101010101011010101 01010101010110101010010 10101010101010101010101 01010101010101010101010 10101010101010010101010 10101010101001010100010 10101010010101001010101 00101001010100101001010 11000110101010011010101 00101001010101001010100 10101010100101010010010 10101001010100101010101 01010010101010101010101 01010101010101010101010DealerKnows: 4 Elements The four staples of lead conversion:
    • Like grains, websites provide energy. Attractive Functional One click away DealerKnows: Websites
    • 18% 82% Has a Website (82%) DealerKnows: Data Dealers who have websites: Doesn’t get Pie (18%)
    • 31% 69% Has a Website (69%) Really? (31%) Attendees with websites: DealerKnows: Data KD Attendee Research
    • The fixins’: All about conversion. DealerKnows: Websites
    • 18% 82% Doesn’t Have any Conversion Tools (82%) Good Job! (18%) Conversion tools: DealerKnows: Data KD Attendee Research
    • You’re doing it wrong. DealerKnows: Websites
    • Hot buttons. DealerKnows: Websites
    • Hot buttons. DealerKnows: Websites Brand / Logo Value Proposition Schedule Service Trade Information Hours/Directions/Contact Specials Get Pre-Approved Inventory
    • 29% 71% Have an Inventory Feed (74%) Do Not (26%) DealerKnows: Data Request for information: KD Attendee Research
    • 40% 60% Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research Provide Online Credit Application (60%)
    • 40% 60% Offer Specials (60%) Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research
    • 38% 62% Offer Hours AND Directions (62%) Don’t (38%) DealerKnows: Data Request for information: KD Attendee Research
    • Show and tell. DealerKnows: Websites Importance of Video. Of your team. Of your values. Of your customers – testimonials. Build Value Walk Around Testify
    • Have a side of search (and corn). DealerKnows: Search
    • DealerKnows: Websites Keywords:
    • It’s YOUR fridge. Keywords TexasDirect The Dealership AutoTrader.com Cars.com Facebook DealerKnows: Search
    • SEM SEO SEO, SEM, OMG... DealerKnows: Search used chrysler 300 arlington tx
    • Eat on the go. By 2014, mobile Internet usage will exceed desktop Internet usage. Sorry, desktops. DealerKnows: Search
    • 2% 98% Doesn’t Have a Mobile Site (98%) Oooh Yeah! (2%) Mobile sites: DealerKnows: Data KD Attendee Research
    • DealerKnows: Marketing Branding, Advertising, and. Merchandising provide stamina. Eat your fruits and veggies.
    • DealerKnows: Marketing
    • Market your brand. DealerKnows: Marketing
    • DealerKnows: Study Digging deeper. 20 dealer groups from around the country 6,139 vehicles 61,434 photos Real transaction data
    • Less than 10 pictures: 52.03%<10 Pictures (52%) >25 Pictures (18%) Mediocrity (30%) Distribution. DealerKnows: Study
    • 12% 88% Offered Less Than 25 Photos per Vehicle (88%) Yesss! (12%) Vehicle photos: DealerKnows: Data KD Attendee Research
    • DealerKnows: Data Average Photos per Sample Vehicle 10.25 KD Attendee Research DealerKnows: Data Vehicle photos:
    • What we found. Going from less than 10 pictures to more than 25 pictures increased leads and views by more than 30% DealerKnows: Study
    • Going from less than 10 pictures to more than 25 pictures increased inventory turn by 25% It gets better. DealerKnows: Study
    • 17% 83% Took Their Own Pictures (88%) No/Stock Photos (12%) DealerKnows: Data Request for information: KD Attendee Research
    • DealerKnows: Photos What others have found: Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no pictures at all
    • DealerKnows: Photos the good
    • DealerKnows: Photos the bad Wash me
    • DealerKnows: Photos the badthe ugly
    • DealerKnows: Marketing Sign, sign, everywhere a sign...
    • Leads provide energy. DealerKnows: Lead Acquisition Leads = Protein
    • Be your own lead provider. DealerKnows: Lead Acquisition
    • Third party lead providers: DealerKnows: Lead Distribution
    • It does the dealership good. DealerKnows: CRMs/ILMs A CRM/ILM provides strength.
    • What your CRM/ILM should be doing for you: Trigger tasks for sales •team Automate Process By event, lead type • source, salesperson Processes for pre-sale, • post-sale, lost DealerKnows: CRMs/ILMs
    • 21% 79% Responded (82%) Seriously? (18%) DealerKnows: Data Request for information: KD Attendee Research
    • 26% 74% Hands Must be Broken (76%) Called Us (24%) DealerKnows: Data Phone response: KD Attendee Research
    • DealerKnows: Data Average Phone Response Time 4:16hrs Phone response time: KD Attendee Research DealerKnows: Data
    • DealerKnows: Data Called on First Day 13% Phone response time: KD Attendee Research DealerKnows: Data
    • DealerKnows: Data Average Over 10 days 1.9calls Phone response: KD Attendee Research DealerKnows: Data
    • 36% 64%Didn’t Email (61%) Thanks! (39%) DealerKnows: Data Email response: KD Attendee Research
    • DealerKnows: Data Average Email Response Time 3:25hrs Email response time : KD Attendee Research DealerKnows: Data
    • DealerKnows: Data Emailed on First Day 30% KD Attendee Research DealerKnows: Data Email response time :
    • 8% 92% Didn’t Email to Confirm Price (92%) Confirmed Price (8%) Emailed price: DealerKnows: Data KD Attendee Research
    • 4% 96% Didn’t Send a Picture (96%) Sent (at Least 1) Picture (4%) DealerKnows: Data KD Attendee Research Emailed pictures:
    • 38% 62% Didn’t Offer a Value Proposition (62%) Good Job! (38%) DealerKnows: Data KD Attendee Research Emailed a value proposition:
    • 100% Didn’t Send a Video (100%) DealerKnows: Data KD Attendee Research Emailed a video:
    • Graduate from the old school. DealerKnows: CRMs/ILMs Note Pads
    • Who churns the CRM? Driven by sales management. Supported by staff. DealerKnows: CRMs/ILMs
    • The price is right. DealerKnows: Technology
    • DealerKnows: Appreciation Thanks!
    • Thanks. Joe Webb Founder and President 847-456-5130 joe@dealerknows.com facebook: /dealerknows twitter: @zonewebb DealerKnows Consulting DealerKnows.com VirtualDealerTraining.com TaskTeacher.com