This educational session will explore the very latest digital communication technologies available to dealers, and how to strategically choose the best tech tools to increase engagement with your prospects -- in a way that improves the sales process for both sides. Dave Bennett, Senior Director of Sales at CarsDirect + Auto Credit Express, will set the stage by providing an overview of today’s well-researched, mobile-focused car shopper -- a shopper that is more comfortable texting with dealers vs. talking on the phone. Dave will then walk through the essential elements of establishing a sales process that caters to these mobile-first shoppers, with a focus on choosing the best tech tools to engage with prospects. The session will have a strong focus on how to leverage live chat and texting technologies as texting rapidly supplants phone conversations in the sales process. Attendees will leave with an understanding of the mobile-first shopper’s expectations, a firm grasp of current communication technologies available, and actionable tips for applying industry best practices to their customer communication processes.

1. Title Sponsor
How To SKYROCKET Engagement
& MAXIMIZE Digital Contribution To Sales
David.Bennett • Sr. Director of Sales at CarsDirect

2. • How is that customer looking to communicate?
• Texting versus Email versus Phone
• What do we know about these customers?
How to SKYROCKET engagement?

3. Mobile Survey Results
What are you looking for today? Count
Price Information 49.62%
Dealer Inventory 13.74%
Photos & Colors 13.74%
Other 9.16%
Vehicle Specs 6.87%
Ratings & Reviews 3.82%
Dealer Contact Information 3.05%
Grand Total 100.00%
How soon will you be visiting a dealer? Count
This Month 26.67%
Today 24.44%
This Week 21.11%
Not Sure 18.89%
I'm at a dealership now 8.89%
Grand Total 100.00%
Have you decided on trim, options, color? Count
Yes 70.00%
No 30.00%
Grand Total 100.00%
Have you decided which dealer you will be visiting? Count
No 63.38%
Yes 36.62%
Grand Total 100.00%
Are you interested in receiving prices from dealers in your area? Count
Yes 56.00%
No 44.00%
Grand Total 100.00%

4. • What are you/we currently doing to fit into the mobile
customer’s process?
• Phone calls, emails, maybe some texting?
• How does the dealer prioritize their follow up?
• Circle back on all of this

5. What is every dealer looking for?
When does the sales process actually begin?

6. At the time of Engagement!!!
• What are you doing to improve your engagement?
• What are your digital partners doing to help improve
your engagement?

7. Shameless Plug - FCA
vm
• B/C of engagement success was their biggest problem.
• What is the biggest problem?
Dealers forcing customers into their process.
• Why are we calling customers when they would rather text?
Evolve! We have to evolve!!!
Why did they come to us?

8. EVOLVE!!

9. Millennials
Other
I'd prefer not to speak with the dealer
By Text Message
By Email 38%
30%
23%
10%
How would you prefer to receive your quote?

10. Circle Back Time
What does the follow up look like in most stores?

11. EX 1 – Large WC Ford
Contacted By Dealer Total %
No 43 42%
Not Sure 13 13%
Yes 44 43%
Email only 2 2%
Grand Total 102 100%
Purchased Car Total %
Bought Else Where 31 30%
No 67 66%
Yes 1 1%
In Progress w/ Dealer 2 2%
In Progress with Diff. Dealer 1 1%
Grand Total 102 100%
Requests Dealer Contact Total
No 89
Yes 13
Grand Total 102
• 13 customers requested follow up from Galpin Ford
*Crystal Enriquez was successfully transferred to Galpin Ford.
Why Didn't They Buy Total %
Did Not Want to Specify 13 13%
Financing Issues 10 10%
Just Researching 2 2%
No Contact 43 42%
Not Buying Now 4 4%
Other 14 14%
Still Looking 3 3%
Purchased from dealer 1 1%
Dealer Complaint 2 2%
Price 9 9%
Dealer Location 1 1%
Grand Total 102 100%

12. EX 1 – Large WC Ford
Contacted By Dealer Total %
No 43 42%
Not Sure 13 13%
Yes 44 43%
Email only 2 2%
Grand Total 102 100%
Purchased Car Total %
Bought Else Where 31 30%
No 67 66%
Yes 1 1%
In Progress w/ Dealer 2 2%
In Progress with Diff. Dealer 1 1%
Grand Total 102 100%
Requests Dealer Contact Total
No 89
Yes 13
Grand Total 102
• 13 customers requested follow up from Galpin Ford
*Crystal Enriquez was successfully transferred to Galpin Ford.
Why Didn't They Buy Total %
Did Not Want to Specify 13 13%
Financing Issues 10 10%
Just Researching 2 2%
No Contact 43 42%
Not Buying Now 4 4%
Other 14 14%
Still Looking 3 3%
Purchased from dealer 1 1%
Dealer Complaint 2 2%
Price 9 9%
Dealer Location 1 1%
Grand Total 102 100%

13. EX 2 – Large WC Kia
Count of CT #
Requests Dealer Contact Total %
No 80 87%
Yes 12 13%
Grand Total 92 100%
Count of CT #
Contacted By Dealer Total %
No 38 41%
Not Sure 7 8%
Yes 45 49%
Email only 2 2%
Grand Total 92 100%
Count of CT#
Purchased Car Total %
Bought Else Where 23 25%
No 64 70%
Yes 3 3%
In Progress w/ Dealer 1 1%
In Progress with Diff. Dealer 1 1%
Grand Total 92 100%
Count of CT#
Why Didn't They Buy Total %
Did Not Want to Specify 10 11%
Financing Issues 12 13%
No Contact 37 40%
Not Buying Now 2 2%
Other 9 10%
Still Looking 4 4%
Purchased from dealer 3 3%
Wants diff car 3 3%
Used Car 1 1%
Dealer Complaint 2 2%
Price 4 4%
Didn't have the car 1 1%
Contact Time 4 4%
Grand Total 92 100%

14. EX 2 – Large WC Kia
Count of CT #
Requests Dealer Contact Total %
No 80 87%
Yes 12 13%
Grand Total 92 100%
Count of CT #
Contacted By Dealer Total %
No 38 41%
Not Sure 7 8%
Yes 45 49%
Email only 2 2%
Grand Total 92 100%
Count of CT#
Purchased Car Total %
Bought Else Where 23 25%
No 64 70%
Yes 3 3%
In Progress w/ Dealer 1 1%
In Progress with Diff. Dealer 1 1%
Grand Total 92 100%
Count of CT#
Why Didn't They Buy Total %
Did Not Want to Specify 10 11%
Financing Issues 12 13%
No Contact 37 40%
Not Buying Now 2 2%
Other 9 10%
Still Looking 4 4%
Purchased from dealer 3 3%
Wants diff car 3 3%
Used Car 1 1%
Dealer Complaint 2 2%
Price 4 4%
Didn't have the car 1 1%
Contact Time 4 4%
Grand Total 92 100%

15. Buyers Assist
How do we improve these numbers?
● After a consumer submits the form, they will
receive a text from CarsDirect
● If consumer responds “OK”, they receive a link to
an LP focused on appt scheduling
● If consumer opts out or doesn’t respond, they will
not receive any more texts
Text Landing Page
Buyers Assist!

16. Buyers Assist
● Once on the LP, a user can click a time
to visit the dealer or call the dealer
directly
● Landing page still includes dealer
contact info
Text Landing Page
● Consumer can schedule an
appointment in hourly
increments with the dealer
● Consumer has the ability to
sign up for text reminders
about their appointment
Appointment Scheduler

17. Buyers Assist Reporting
Dealer ID Dealer Name Lead Count Avg. GMI SMS Opt-In Rate Survey Open Rate Yes No Percent 'No' Count Percent
CA54373 Car Pros Kia of Carson 564 3320 42% 42% 56 16 22% 23 7.0%
CA58439 Galpin Ford Used 230 3260 44% 42% 20 11 35% 14 8.0%
Lead Quality Metrics Did Dealer Contact You? Survey Appointments (Last 30 days)
Dealer ID Dealer Name Lead Count Avg. GMI SMS Opt-In Rate Survey Open Rate Yes No Percent 'No' Count Percent
CA54373 Ex 2 - Large WC Kia 564 3320 42% 42% 56 16 22% 23 7.0%
CA58439 Ex 1 - Large WC Ford 230 3260 44% 42% 20 11 35% 14 8.0%
Lead Quality Metrics Did Dealer Contact You? Survey Appointments (Last 30 days)

18. Circle Back Time
What can we do together to improve engagement?

19. Mobile Do’s & Don’ts
●Stop calling from main dealer numbers xxx-xxx-2000 or 800-xxx-xxx
●Be mindful of leaving voicemails- Pros & Cons
●Acknowledge the initial question; then ask for name/email address.
(Remember: you already have their phone number.)
●Respond quickly. Every second counts with mobile shoppers.
●Let the shopper lead the conversation.
●Keep messages short and quick.
●Remember: It’s a conversation, not a sales pitch (even though it is a sales pitch!)
●Save lead information for reporting
●Use shortcut buttons.
●Remain professional at all times.
DO:

20. Mobile Do’s & Don’ts
●USE ALL CAPS (that’s shouting!)
●Ask more than one question at a time.
●Ignore customer questions.
●Demand customer info before proceeding (provide great service first).
●Obsess over punctuation and formatting.
●Use too many abbreviations (LOL, BRB, etc.)
●Give a dead-end answer (always offer alternatives!)
●Take the customer’s texted question as an invitation to send unrelated
personal or marketing messages. (Avoid TCPA violations)
DON’T:

21. Mobile – Best Text Practices
If you want to connect with more mobile shoppers and convert them to ups,
follow these simple rules for the best results:
Put Your Text Number Everywhere
Wherever your inventory or contact info is listed (from online VDPs to print ads) let mobile shoppers
know that they can text you for instant details.
Greet the Customer from the Get-Go
Using your real name in texts helps establish your personality, build relationships with customers and
encourage them to share their names.
(“Hi, this is Joe Sands. With whom am I talking?”)
Be Available
By being online and ready to respond to texts, you’ll have more opportunities to start more sales
conversations at the moment of greatest interest.

22. Mobile – Best Text Practices con’t…
Offer More Than Expected
Providing extra service may score you more contact info. Offer to text or email pictures of particular
vehicle features. Offer to email them more details if they aren’t able to come in.
Ask for Information
You want to get as much customer data as possible. Always ask for their name, email or best way to
reach them at some point, and the information is automatically saved in your CRM.
Text on the Go
Use the latest mobile apps to respond to your text leads (and save all the analytics and customer
data to the CRM) even when you’re on the lot or at home.
Have a Backup Plan
Don’t miss a text lead even if your team is unavailable. Many providers have free backup service.

23. Mobile – Some of Our Questions
• Do you track & know if the customer is coming in via a mobile device?
• Who at the dealership answers texts?
• Do you have a dedicated phone for text inquiries?
• Do you prioritize mobile inquiry higher than any other lead?
- Why are they on their mobile device?
- Do you consider them lower funnel/ready to buy? Demanding?
- Do you factor that they are On the way to a dealership, or already at a store just checking pricing?
Can you re-route them to you?
• Rules you follow for mobile engagement?
- What info do you freely provide with no demand/request for c/s contact info?
• Pricing, Inventory confirmation, Trade-In quote?
• Do you lose the c/s if you don’t give them the info they are asking for?
• Text & chat transcripts – How are you training your folks on best practices?

24. v
Questions?

25. David Bennett
Sr. Director of Sales at CarsDirect
310.256.1627 • David.Bennett@carsdirect.com
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