Uploaded on

Joe Webb of DealerKnows and Ralph Ebersole of Cars.com teamed up to train the fine automotive professionals at Digital Dealer Conference 6 on the comparisons between old school Road to the Sale car …

Joe Webb of DealerKnows and Ralph Ebersole of Cars.com teamed up to train the fine automotive professionals at Digital Dealer Conference 6 on the comparisons between old school Road to the Sale car selling and new school Lead Management internet sales.

More in: Automotive , Business
  • 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
545
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
20
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
  • Jake and Elwood. Two classics that are just as good to watch today as they were when “The Blues Brothers” was released almost 30 years ago. The same could be said about certain parts of the car business.You know, the road less traveled isn’t always the quickest way to get you where you’re going. A lot of vendors are at this show introducing you to hot new technologies that promise to be the silver bullet that’s going to help you move every car off your lot by this time yesterday. Folks we’re here to tell you a slightly different message: what’s old is new again. Yes there are new tools that you can use at the dealership but that old friend, your store’s road to a sale, can help you really get the show on the road, particularly with regards to your internet advertising
  • How many of you have something like this on the wall at your dealership or have seen it in a book sitting in your coffee room shelf?Most of us are familiar with the road to a sale:The property meet and greetNeeds analysisSelecting the vehicleProduct pitch and test driveTrade-in evaluationAsking for the businessNegotiating and closing the dealEtc.But take a look at how closely these same steps align with what our top dealerships are doing online.
  • How many of you have something like this on the wall at your dealership or have seen it in a book sitting in your coffee room shelf?Most of us are familiar with the road to a sale:The property meet and greetNeeds analysisSelecting the vehicleProduct pitch and test driveTrade-in evaluationAsking for the businessNegotiating and closing the dealEtc.But take a look at how closely these same steps align with what our top dealerships are doing online.

Transcript

  • 1. What’s Old is New Again
    Old Tricks for New Dogs
  • 2. Welcome!
    2
  • 3. 3
    We’re on a Mission From God.
    The most dangerous combination since nitro and glycerin.
  • 4. Ya See, We Have An Understanding
    4
  • 5. The Show That Really Hits the Road
    The road less traveled isn’t always the quickest way to get where you’re going
    What’s old is new again
    The road to a sale that works for your showroom can help you drive internet appointments
    5
  • 6. The Show That Really Hits the Road
    The proper meet and greet
    Needs analysis
    Selecting the vehicle
    Product pitch and test drive
    Trade-In evaluation
    Ask for the business
    Negotiation and close
    6
    Road to the Sale
    Online Road to the Sale
    The proper meet and greet
    Needs analysis
    Selecting the vehicle
    Product pitch and test drive
    Trade-In evaluation
    Ask for the appointment
    Make the appointment
    Get the appointment in the door
  • 7. The Show That Really Hits the Road
    7
    Today we hope to:
    Review how to use the basic Road to a Sale to reignite your internet process
    Explore how some of the tricks and techniques you’ve used in the past can be optimized for the web shopper
  • 8. The Proper Meet & Greet
    Welcome the shopper to your showroom
    Introduce yourself
    Understand what brought the shoppers into your showroom today
    8
    Road to the Sale
    Online Road to the Sale
    • Welcome the shopper to your virtual showroom
    • 9. Introduce yourself
    • 10. Understand what brought the shoppers into your showroom today
  • From the Showroom: “Ups System”
    9
    The “Ups System”
    The Online “Ups System”
    The early bird got the worm
    The order you came in was the order in which you got the customer
    Fourth salesperson into the store and there were only 3 customers? Out of luck!
    • Round Robin-style works but use a CRM
    • 11. Leads automatically transferred if not answered promptly
    • 12. Gives everyone a shot
    • 13. Provides best consumer experience
  • They Were Practically Giving Them Away
    10
  • 14. Needs Analysis
    11
    Road to the Sale
    Online Road to the Sale
    Determine their needs
    How do they use the vehicle
    Review available vehicles to consider based on your inventory
    • Open the inventory
    • 15. Check the lead to see what site they’re on
    • 16. Click n’ call in 10 to engage them in a live conversation
    • 17. Go online with the shopper
  • Selecting a Vehicle
    12
    Road to the Sale
    Online Road to the Sale
    • Inventory Lot Walk or pull up their closest match
    • 18. What features do you need?
    • 19. What options would you like?
    • 20. For a new car – show them 3 in-stock vehicles
    • 21. For a used car – show them only 1 unit
    • 22. “Is it this particular car or the nicest one like it?”
    • 23. Introduce them to options
    • 24. For an e-mail lead:
    • 25. Used: 2 used, 1 new
    • 26. New: 2 new, 1 used
  • From the Showroom: “Bait & Switch”
    13
    The “Bait & Switch”
    Presenting Alternatives
    • Advertise your cheapest, bare-bones vehicles at very low cost to lure customers into the dealership
    • 27. Once consumer sees the car, you flip them to a nicer (more expensive) option
    • 28. Answer questions about the vehicle the shoppers is asking for
    • 29. Provide options proactively
    • 30. Consumers will still switch – be their guide to what’s available
  • Product Pitch & Test Drive
    14
    Road to the Sale
    Online Road to the Sale
    • 1st stop – the sticker price
    • 31. Give a walk-around by using their needs assessment in the presentation
    • 32. Pop the hood
    • 33. Explore the five senses during the test drive
    • 34. Highlight the cars features via e-mail, chat or phone
    • 35. Do a personalized video walk-around
    • 36. Builds credibility
    • 37. Shows you went the extra mile
  • Trade-In Evaluation
    15
    Road to the Sale
    Online Road to the Sale
    • Ask the customer to take you to their car
    • 38. Slowly walk around the vehicle
    • 39. Ask the shopper if they’ve looked at estimated values online
    • 40. KBB.com
    • 41. Cars.com mobile
    • 42. Go online with them and discuss the various points of judgement
  • From the Showroom: The Silent Killer
    16
    “The Silent Killer”
    Acknowledging Value
    • Touch every dent, ding and chip as you walk around the car
    • 43. SayNOTHING
    • 44. The consumer will scramble for explanations, devaluing the car in their own mind
    • 45. Visit the website they referenced and talk through your appraisal
    • 46. Help the shopper better understand the ratings
    • 47. Rating together helps set realistic expectations
  • Ask for the Business
    17
    Road to the Sale
    Online Road to the Sale
    • Test Close
    • 48. “Why don’t we just go ahead and park this baby in the sold line…”
    • 49. “Assuming we come to an agreement with my manager on the figures, are you ready to take it home right now?”
    • 50. Sell the appointment
    • 51. Consider “VIP Internet Service”
    • 52. Send the vehicle listing to their phone
    • 53. Showcase special offers to create a call to action
  • A Briefcase Full of Blues
    18
  • 54. Negotiation & Close
    19
    Road to the Sale
    Online Road to the Sale
    • Determine their hot button (price/payment/trade)
    • 55. Discuss CarFax, Certified vs. not certified
    • 56. “How close can you come to this number?”
    • 57. Make the appointment!
    • 58. Give them two alternatives
    • 59. Offer them a time on the :10 or the :20
    • 60. Suggest consumer print out listing and jot down a couple notes
    19
  • 61. From the Showroom: The Columbo
    20
    The “Columbo”
    Confirmation is KING
    Hey wait, one more question…
    • When a customer walks away because you can’t agree on numbers, the manager pulls a “Columbo”: one more question to ask
    • 62. Sales person might even run out and knock on their window as the shopper is driving away!
    • 63. Keep them on the hook with a confirmation
    • 64. Use “special limited time offers”
    • 65. Confirm via text message
    • 66. Consider an e-mail video confirmation
  • Review
    The proper meet and greet
    Needs analysis
    Selecting the vehicle
    Product pitch and test drive
    Trade-In evaluation
    Ask for the business
    Negotiation and close
    21
    Road to the Sale
    Online Road to the Sale
    The proper meet and greet
    Needs analysis
    Selecting the vehicle
    Product pitch and test drive
    Trade-In evaluation
    Ask for the appointment
    Make the appointment
    Get the appointment in the door
  • 67. 22
    Questions?
    Thank you!