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

  • 121 views
Uploaded on

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
121
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Having a Healthy Online Presence: The 4 Staples of Lead Conversion
  • 2. The Four Basic Food Groups
  • 3. Who is Joe Webb? DealerKnows: Founder
  • 4. The Four Basic Food Groups. ≠ DealerKnows: Proper Nutrition
  • 5. The Fifth Food Group. Yum! DealerKnows: Proper Nutrition
  • 6. = Vendors: DealerKnows: Proper Nutrition
  • 7. 63% 27% 10% Phone Ups (27%) Walk Ins (63%) eLeads (10%) Sources: DealerKnows: Data*AutoTrader KS&R Study 2012
  • 8. 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
  • 9. 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:
  • 10. Like grains, websites provide energy. Attractive Functional One click away DealerKnows: Websites
  • 11. 18% 82% Has a Website (82%) DealerKnows: Data Dealers who have websites: Doesn’t get Pie (18%)
  • 12. 31% 69% Has a Website (69%) Really? (31%) Attendees with websites: DealerKnows: Data KD Attendee Research
  • 13. The fixins’: All about conversion. DealerKnows: Websites
  • 14. 18% 82% Doesn’t Have any Conversion Tools (82%) Good Job! (18%) Conversion tools: DealerKnows: Data KD Attendee Research
  • 15. You’re doing it wrong. DealerKnows: Websites
  • 16. Hot buttons. DealerKnows: Websites
  • 17. Hot buttons. DealerKnows: Websites Brand / Logo Value Proposition Schedule Service Trade Information Hours/Directions/Contact Specials Get Pre-Approved Inventory
  • 18. 29% 71% Have an Inventory Feed (74%) Do Not (26%) DealerKnows: Data Request for information: KD Attendee Research
  • 19. 40% 60% Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research Provide Online Credit Application (60%)
  • 20. 40% 60% Offer Specials (60%) Don’t (40%) DealerKnows: Data Request for information: KD Attendee Research
  • 21. 38% 62% Offer Hours AND Directions (62%) Don’t (38%) DealerKnows: Data Request for information: KD Attendee Research
  • 22. Show and tell. DealerKnows: Websites Importance of Video. Of your team. Of your values. Of your customers – testimonials. Build Value Walk Around Testify
  • 23. Have a side of search (and corn). DealerKnows: Search
  • 24. DealerKnows: Websites Keywords:
  • 25. It’s YOUR fridge. Keywords TexasDirect The Dealership AutoTrader.com Cars.com Facebook DealerKnows: Search
  • 26. SEM SEO SEO, SEM, OMG... DealerKnows: Search used chrysler 300 arlington tx
  • 27. Eat on the go. By 2014, mobile Internet usage will exceed desktop Internet usage. Sorry, desktops. DealerKnows: Search
  • 28. 2% 98% Doesn’t Have a Mobile Site (98%) Oooh Yeah! (2%) Mobile sites: DealerKnows: Data KD Attendee Research
  • 29. DealerKnows: Marketing Branding, Advertising, and. Merchandising provide stamina. Eat your fruits and veggies.
  • 30. DealerKnows: Marketing
  • 31. Market your brand. DealerKnows: Marketing
  • 32. DealerKnows: Study Digging deeper. 20 dealer groups from around the country 6,139 vehicles 61,434 photos Real transaction data
  • 33. Less than 10 pictures: 52.03%<10 Pictures (52%) >25 Pictures (18%) Mediocrity (30%) Distribution. DealerKnows: Study
  • 34. 12% 88% Offered Less Than 25 Photos per Vehicle (88%) Yesss! (12%) Vehicle photos: DealerKnows: Data KD Attendee Research
  • 35. DealerKnows: Data Average Photos per Sample Vehicle 10.25 KD Attendee Research DealerKnows: Data Vehicle photos:
  • 36. What we found. Going from less than 10 pictures to more than 25 pictures increased leads and views by more than 30% DealerKnows: Study
  • 37. Going from less than 10 pictures to more than 25 pictures increased inventory turn by 25% It gets better. DealerKnows: Study
  • 38. 17% 83% Took Their Own Pictures (88%) No/Stock Photos (12%) DealerKnows: Data Request for information: KD Attendee Research
  • 39. 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
  • 40. DealerKnows: Photos the good
  • 41. DealerKnows: Photos the bad Wash me
  • 42. DealerKnows: Photos the badthe ugly
  • 43. DealerKnows: Marketing Sign, sign, everywhere a sign...
  • 44. Leads provide energy. DealerKnows: Lead Acquisition Leads = Protein
  • 45. Be your own lead provider. DealerKnows: Lead Acquisition
  • 46. Third party lead providers: DealerKnows: Lead Distribution
  • 47. It does the dealership good. DealerKnows: CRMs/ILMs A CRM/ILM provides strength.
  • 48. 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
  • 49. 21% 79% Responded (82%) Seriously? (18%) DealerKnows: Data Request for information: KD Attendee Research
  • 50. 26% 74% Hands Must be Broken (76%) Called Us (24%) DealerKnows: Data Phone response: KD Attendee Research
  • 51. DealerKnows: Data Average Phone Response Time 4:16hrs Phone response time: KD Attendee Research DealerKnows: Data
  • 52. DealerKnows: Data Called on First Day 13% Phone response time: KD Attendee Research DealerKnows: Data
  • 53. DealerKnows: Data Average Over 10 days 1.9calls Phone response: KD Attendee Research DealerKnows: Data
  • 54. 36% 64%Didn’t Email (61%) Thanks! (39%) DealerKnows: Data Email response: KD Attendee Research
  • 55. DealerKnows: Data Average Email Response Time 3:25hrs Email response time : KD Attendee Research DealerKnows: Data
  • 56. DealerKnows: Data Emailed on First Day 30% KD Attendee Research DealerKnows: Data Email response time :
  • 57. 8% 92% Didn’t Email to Confirm Price (92%) Confirmed Price (8%) Emailed price: DealerKnows: Data KD Attendee Research
  • 58. 4% 96% Didn’t Send a Picture (96%) Sent (at Least 1) Picture (4%) DealerKnows: Data KD Attendee Research Emailed pictures:
  • 59. 38% 62% Didn’t Offer a Value Proposition (62%) Good Job! (38%) DealerKnows: Data KD Attendee Research Emailed a value proposition:
  • 60. 100% Didn’t Send a Video (100%) DealerKnows: Data KD Attendee Research Emailed a video:
  • 61. Graduate from the old school. DealerKnows: CRMs/ILMs Note Pads
  • 62. Who churns the CRM? Driven by sales management. Supported by staff. DealerKnows: CRMs/ILMs
  • 63. The price is right. DealerKnows: Technology
  • 64. DealerKnows: Appreciation Thanks!
  • 65. Thanks. Joe Webb Founder and President 847-456-5130 joe@dealerknows.com facebook: /dealerknows twitter: @zonewebb DealerKnows Consulting DealerKnows.com VirtualDealerTraining.com TaskTeacher.com