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What’s Old is New Again<br />Old Tricks for New Dogs<br />
Welcome!<br />2<br />
3<br />We’re on a Mission From God.<br />The most dangerous combination since nitro and glycerin.<br />
Ya See, We Have An Understanding<br />4<br />
The Show That Really Hits the Road<br />The road less traveled isn’t always the quickest way to get where you’re going<br ...
The Show That Really Hits the Road<br />The proper meet and greet<br />Needs analysis<br />Selecting the vehicle<br />Prod...
The Show That Really Hits the Road<br />7<br />Today we hope to:<br />Review how to use the basic Road to a Sale to reigni...
The Proper Meet & Greet<br />Welcome the shopper to your showroom<br />Introduce yourself<br />Understand what brought the...
Introduce yourself
Understand what brought the shoppers into your showroom today</li></li></ul><li>From the Showroom: “Ups System”<br />9<br ...
Leads automatically transferred if not answered promptly
Gives everyone a shot
Provides best consumer experience</li></li></ul><li>They Were Practically Giving Them Away<br />10<br />
Needs Analysis<br />11<br />Road to the Sale<br />Online Road to the Sale<br />Determine their needs<br />How do they use ...
Check the lead to see what site they’re on
Click n’ call in 10 to engage them in a live conversation
Go online with the shopper</li></li></ul><li>Selecting a Vehicle<br />12<br />Road to the Sale<br />Online Road to the Sal...
What features do you need?
What options would you like?
For a new car – show them 3 in-stock vehicles
For a used car – show them only 1 unit
“Is it this particular car or the nicest one like it?”
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What's Old is New Again

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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.

Published in: Automotive, Business
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  • 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 of "What's Old is New Again"

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