In the Trenches by Joe Webb


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In the Trenches by Joe Webb - a detailed account of how to win the online war of internet sales for auto dealers. Made for the Internet Sales managers who fight the good fight every day.

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  • After utilizing the information in your communication with the customer, go above and beyond. Think outside the earthly limitations set upon your internet department. Ask them how they’d like to be contacted. Sure – you always ask email or phone. For email, ask them if you can continue to send them updates on incentives as they change – this allows you to follow up long-term. And send them video messages. A webcam costs $30 and it takes 30 seconds to send a personal video message – if your CRM can’t support video, either drop them for being behind the times or use a free site that does it for you. For phone, tell them that sometimes time is of the essence and, in rare occassions, you get in the perfect vehicle for them. Ask if it would be okay to call them about inventory changes and special discounts available to them. Ask them if they want to chat. Sir, Miss, Madam, Angelina, if you are like many of my customers, you want your information fast – if you ever have a question, know that you can simply IM me and we can chat at anytime – (even if you don’t employ a chat software – you can use free ones.) And offer to video chat. Sir, Madam, Miss, Angelina, I know that often it is important that you feel comfortable with the person you are dealing with, especially for something as important as a new car – I can gladly communicate with you through video chat at your discretion – We use skype or oovoo. Both are free to your dealer and you cannot understand the power of video chatting a prospect until you do it. Closing ratio is better than anything I’ve ever tried.
  • In the Trenches by Joe Webb

    1. 1. <ul><li>Joe Webb </li></ul>In the Trenches
    2. 2. IT’S A WAR OUT THERE…
    3. 3. About Me
    4. 7. THE LOT
    5. 8. The Internet has… <ul><li>Changed Consumers </li></ul><ul><li>Changed the way they get information </li></ul><ul><li>Changed Expectations </li></ul>
    6. 9. Single Best Offer
    7. 10. What Hasn’t Changed Yet… <ul><li>Where People Purchase Their Vehicle </li></ul><ul><li>Sales Processes </li></ul><ul><li>People Working with the Customers </li></ul>
    8. 12. Intelligence Counter- Intelligence
    9. 13. THE LEAD
    10. 14. How Was Sarge Counter-Intelligent?? <ul><li>Weak Intro Line </li></ul><ul><li>Untruthful About Inventory </li></ul><ul><li>Dropped His Pants </li></ul><ul><li>Gave Too Much Info </li></ul>
    11. 15. The Raid <ul><li>Aggressive Pricing </li></ul><ul><li>Attaching Invoice </li></ul><ul><li>Discounted Warranty Pricing </li></ul><ul><li>Call, No Email </li></ul><ul><li>All Emails, No Info </li></ul><ul><li>Basic Model, Then Backtrack </li></ul>
    12. 16. Info Overload
    13. 17. Hurry Up and Wait 24 hours?
    14. 18. “ They’ll Take Advantage of You” Some other dealers, will not send you a price. They will appeal for you to come into their facility, before giving you the pricing you requested.
    15. 19. Lern 2 Spell
    16. 20. Reconnaissance <ul><li>Name: Terry McGooden </li></ul><ul><li>Address: 2201 Chicago St. Chicago, IL </li></ul><ul><li>Source: Dealer Website </li></ul><ul><li>Time Submitted: 2:01 am </li></ul>
    17. 21. Reconnaissance <ul><li>Name: Bill Pershant </li></ul><ul><li>Vehicle Desired: 2010 Ford Taurus </li></ul><ul><li>Trade In Info: 2005 Toyota Corolla 111,000 miles </li></ul><ul><li>Email Address: [email_address] </li></ul>
    18. 22. Reconnaissance <ul><li>Stephanie Rockefeller </li></ul><ul><li>Email Address: [email_address] </li></ul>
    19. 23. Places to Learn More <ul><li>Linkedin </li></ul><ul><li>Google </li></ul><ul><li>Spokeo </li></ul><ul><li>Facebook/Myspace/Twitter </li></ul><ul><li> </li></ul><ul><li> </li></ul>Spend the Time
    20. 24. Time Vs. Quality <ul><li>How do you read your email? </li></ul>
    21. 25. What should you include in your first personal response? <ul><ul><li>Provide MSRP </li></ul></ul><ul><ul><li>Competitive Price (Showing the savings) </li></ul></ul><ul><ul><li>Alternate Vehicles (models as low as…/comparable used) </li></ul></ul><ul><ul><li>Link to Inventory </li></ul></ul><ul><ul><li>Link to “Get Pre-Approved Here” </li></ul></ul><ul><ul><li>Link to Customer Testimonials </li></ul></ul><ul><ul><li>Personal Video Message (or photo) </li></ul></ul>
    22. 26. Personalize
    23. 27. <ul><li>Email </li></ul><ul><li>Phone </li></ul><ul><li>Chat </li></ul><ul><li>Video Chat </li></ul><ul><li>In Person </li></ul>Lead the Charge
    24. 28. If you delay the price, you delay the sale
    25. 29. The Process 1 st Email: Give them what they asked for with additional options 2 nd Email: Sell yourself right away (with personal video message or picture) 3 rd Email: Sell your process 4 th Email: Sell your dealership 5 th Email: Sell your brand In all future contact, make sure to ask questions and offer them something special or interactive New Internet Lead On Hours Auto Response 1 Minutes After First Auto Response to all new and used internet leads - confirms receipt of lead.   Auto Response 1 Minutes After Credit Lodge 1st auto response from BDC agent.   Auto Response 6 Minutes After Qualifying letter attempting to get a quick response from the customer - hopefully converting them from price shopper to inventory shopper and a test drive appointment close.   Auto Response 3 Minutes After Credit Lodge email automatically being sent   Auto Response 4 Hours After Pre-owned Vehicle DealerToon being sent 4 hours after initial used car lead.   Auto Response 7 Hours After Trade-in DealerToon being sent 7 hours after initial lead.   Contact Customer 3 Days After Call customer if appt hasn't been set for secondary customer.   Contact Customer 5 Minutes After Credit Lodge - Call customer and schedule appt to visit after confirming credit information.   Auto Response 48 Hours After Why Buy from Arlington Toyota response sent at 48 hours   Auto Response 4 Days After 4 day automated email from ISM to all.   Hot Watch 6 Days After Send this customer your Why Buy from me template under your own name in the email template list. This is to go out at day 6. Don't be shy and send it.   Auto Response 7 Days After Pre-Sale Used Vehicle Survey - INT - 3 days   Auto Response 7 Days After Pre-Sale New Survey - INT - 7 days   Remove Hot Watch 8 Days After Hotwatch will be removed after you've sent your Why Buy from me email. So help you Joe, it better have been sent!   Auto Response 11 Days After 11 day auto email - still in the market?   Hot Watch 12 Days After Send e-Brochure of their desired vehicle (or insert inventory) with the tag &quot;Still Interested?&quot; or &quot;Still Considering?&quot;   Auto Response 14 Days After 2 week automated email to secondary customer from BDC agent.   Remove Hot Watch 15 Days After This hotwatch will be removed automatically since by now you have surely sent the customer an e-Brochure as asked. My goodness, you don't want to know what'll happen if that e-Brochure wasn't sent.   Auto Response 19 Days After Dealertoon is being switched   Auto Response 21 Days After Auto email sent from BDC to secondary customer after 20 days.   Auto Response 30 Days After Follow up email from ISM at 30 days   Hot Watch 42 Days After Send a Video to customer (whether it be a vehicle video from the IMagic Labs library or a personal video asking for a call back).   Auto Response 50 Days After 50 day automated email from BDC for secondary   Auto Response 58 Days After 2 month internet automatic follow up email from ISM to new and used (non-secondary).   Auto Response 70 Days After 70 day secondary credit customer automatic email from BDC   Auto Response 75 Days After Auto Email Dealertoon (specials update)   Auto Response 85 Days After credit application reminder at nearly three months from bdc agent - automatic email   Auto Response 88 Days After Final Email   Mark Prospect Lost 88 Days After marking secondary customer lost   Auto Response 89 Days After Last Dealertoon (specials update)   Mark Prospect Lost 90 Days After Mark as lost   Contact Customer 1 Minutes After New Internet Lead - Customer submitted a lead one minute ago - follow up with a personal email containing MSRP, internet price, and a comparable pre-driven vehicle and price. Ten minutes later - call customer to confirm receipt of the info you sent and attempt to set appt for test drive and trade evaluation.   Hot Watch 1 Minutes After New Internet Lead for used car just received. Review customer inquiry under client's profile.   Remove Hot Watch 2 Days After Removing hotwatch for inbound used vehicle internet lead.  
    26. 30. When the Lead Enters <ul><li>AUTO-RESPONDER </li></ul>Elicit Contact or Turn it Off
    27. 31. Quick Question <ul><li>Hello Beth, </li></ul><ul><li>This is Joe Webb from ABC Motors and I am the Internet Sales Manager here. I have two quick questions while I‘m checking our inventory for the vehicle you desire, I was wondering... </li></ul><ul><li>1 - What color would you NOT consider? </li></ul><ul><li>and </li></ul><ul><li>2 - Is test driving the vehicle important to you? </li></ul><ul><li>Let me know and I will get back in touch with you shortly. You can also call me if you need me immediately @ 555.555.5555. </li></ul><ul><li>Joe Webb </li></ul><ul><li>ABC Motors </li></ul><ul><li>Sent via Blackberry by AT&T </li></ul>
    28. 32. Quick Question (Pre-Owned) <ul><li>This is Joe Webb from ABC Motors and I am the Internet Sales Manager here. I have two quick questions while I'm checking our inventory for the vehicle you desire, I was wondering... </li></ul><ul><li>1 – Were you only looking at this exact vehicle or similar vehicles? </li></ul><ul><li>and </li></ul><ul><li>2 - Is test driving the vehicle important to you? </li></ul><ul><li>Let me know and I will get back in touch with you shortly. You can also call me if you need me immediately @ 555.555.5555. </li></ul><ul><li>Joe Webb </li></ul><ul><li>ABC Motors </li></ul><ul><li>Sent via Blackberry by AT&T </li></ul>
    29. 33. Why Buy From Me <ul><li>Hello Beth, </li></ul><ul><li>I believe all people buy from those they like and feel comfortable with. This may not be the norm, but I believe in sharing a little personal information about myself so you know I'm a real person and not some evil, stereotypical car salesman. </li></ul><ul><li>My name is Jason Oshita. I have been the Internet Relations Manager at ABC Motors for about two years. I grew up in the Arlington Heights/Buffalo Grove area and have strong ties and relationships with the people in the area. I graduated from Buffalo Grove High School (where my mom still currently teaches) in 2002 and then graduated from Illinois State University in 2006. </li></ul><ul><li>I originally got into this business after graduating from college because I love talking to people and love talking about cars. Even when I was working at Sunglass Hut (throughout high school and college), I would end up talking to my customers about their cars. Out of my group of friends, I was always the person they'd come to when they were looking to purchase a car long before I got into the automobile industry. I felt this job would be the perfect match. </li></ul><ul><li>I strongly dislike &quot;pressure-selling.&quot; By being in the Internet department, I get to help customers make informed decisions regardless of where they end up purchasing their vehicles and without having to be the stereotypical &quot;what will it take to get you in the car today&quot; car salesman. Actually, I am a pretty easy going and low-key person. I like spending time with my friends and family and going to an occasional party or barbecue. I love to bowl and play sports outside with my friends. I spend a lot of time working on my own personal car which never seems to end, but I'm proud of nonetheless. This summer, I've made it my goal to attend to as many outdoor concerts as possible. A lot of my interests break the mold of the &quot;car salesman stereotype&quot; I try to avoid. The upper management/ownership at ABC Motors makes it very easy for me to overcome those stereotypes by giving me the freedom to send out emails such as this and to work with my customers as if they were my friends. </li></ul><ul><li>Hopefully, when it is time for you to visit a dealership and test drive a car, you will think of me and this email. I'll gladly meet you with a friendly handshake as I do with all of my personal clients. </li></ul>
    30. 34. Thanks From Your Car! <ul><li>Hi Beth, </li></ul><ul><li>This is your Chevy Cobalt emailing you. </li></ul><ul><li>You may know it's my 1 year birthday coming up next week. I want to tell you that I don't want any presents or any gifts. You have done plenty for me. When you found me, I was cold and lonely out on that dealership lot at ABC Motors. </li></ul><ul><li>I must have been the luckiest car in the whole wide world to have you take me home and treat me as nice as you have. </li></ul><ul><li>You can always count on me whenever you need. </li></ul><ul><li>Thanks again. </li></ul><ul><li>Since I don't have hands, just tires, I needed the nice Internet guy down at ABC Motors to help type this. He told me if you are thinking of getting me any brothers or sisters to spend time with in the garage or outside in the driveway, you can rescue them right from his lot. </li></ul><ul><li>Sincerely, </li></ul><ul><li>Your Cobalt </li></ul>
    31. 35. Beaches of Normandy
    32. 36. What is my trade worth? <ul><li>We are very interested in your trade-in. </li></ul><ul><li>I am sure your goal is to receive top dollar </li></ul><ul><li>for your trade, opposed to fair market </li></ul><ul><li>value, so let me know what time is </li></ul><ul><li>convenient for you to bring in your vehicle </li></ul><ul><li>and I will gladly have it professionally </li></ul><ul><li>appraised. </li></ul>
    33. 37. Is this your best price? <ul><li>We attempt to price our vehicles as competitively as possible. You will see that we are usually within the same range as most local dealers, yet [Dealer] offers so much more than just a great price. Let me know the most convenient time for you to stop in so I can show you the best value around. </li></ul>
    34. 38. What are my lease payments? <ul><li>Lease payments are strongly effected by credit history, credit score, credit tier, and credit rating. I am only able to give lease payments once I have gathered this information. Let me know when you can stop in so I can obtain your credit statement and calculate the correct payments. I promise not to waste your time, but I want to give you the most accurate and aggressive payments possible. </li></ul>
    35. 39. Espionage
    36. 40. Analyze the Competition
    37. 41. Best Fake Names in the World <ul><li>Chris Hanson </li></ul><ul><li>Lloyd Dobbler </li></ul><ul><li>Shaunathon Wills </li></ul><ul><li>Bill Pershant </li></ul><ul><li>Lizbeth Turnkner </li></ul><ul><li>Steven Sunhaskul </li></ul><ul><li>Phil Seventin </li></ul>
    38. 43. DON’T ASSUME
    39. 44. <ul><li>… remember to greet them like it’s the 21 st century. </li></ul>When a customer arrives…
    40. 45. Have you had the opportunity to research this vehicle over the internet? <ul><li>If “NO”… “Not a problem. I can answer all of your questions for you.” </li></ul>If “YES”… “Great! Which sites? Did you have the opportunity to contact our award-winning internet department here?”
    41. 46. MEET & GREET
    42. 47. Request For Online Quote Is Not Growing For New Vehicle Sales Source: JD Power 2004-2007 New Study 68% 71% 67% 64% 21% 21% 22% 20%
    43. 48. Arsenal
    44. 49. Sites to be Familiar With <ul><li>Edmunds </li></ul><ul><li>KBB </li></ul><ul><li>AutoTrader </li></ul><ul><li> </li></ul><ul><li>All of your lead providers’ primary sites </li></ul><ul><li>Manufacturer website </li></ul><ul><li>Your own website(s) </li></ul>
    45. 50. Internet Road to the Sale Tailor your presentation - &quot;Obviously, you've done a significant amount of research on the Hammerhead. ” “ What made you choose this particular vehicle? ” &quot;What don't you know about this vehicle? ” &quot;Are there any specific features you have questions about or should I simply give you a detailed overview of the car?&quot;
    46. 51. Internet Road to the Sale Test Close After Test Drive - “ Provided our internet pricing meets your expectations, are you ready to drive this vehicle home right now? ”
    47. 52. Internet Road to the Sale Silent Walk-around - Make sure to rate their trade.
    48. 53. Internet Road to the Sale Hand-off to F&I - Mr. and Mrs. Seventin are internet customers. Make sure they receive our special internet pricing for any available protection plans they may choose.
    49. 54. NEGOTIATION
    50. 55. Why is your invoice pricing different than online? <ul><li>“ I understand your concern that there appears to be a difference with the online pricing and the true dealer invoice. I will be happy to show you the true invoice of the Hammerhead, but first let’s reconfirm the pricing you saw online. I know that some websites have prices listed online that are very often different from the true invoice price because, while they have correct information, they don’t have all the information that I have from the manufacturer. Regional manufacturer fees are not listed on the internet (while Edmunds and KBB at least allude to these legitimate costs).” </li></ul>
    51. 56. Build
    52. 57. Options
    53. 58. A Note About Advertising Fees
    54. 59. Dealer Holdback
    55. 60. True Market Value
    56. 61. Use their sites against them. After all, they’re not their sites, they’re yours!
    57. 62. By Maximizing Every Lead By Building Value in Yourself By Personalizing the Process
    58. 63. and my personal goal is to better the culture of car sales. My name is Joe Webb