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The	Internet	And	Phones	Are	The	New	
Showroom	And	The	Key	To	88	Million	
Millennials		
Sean	V.	Bradley,	CSP,	MSG	
President|Dealer	Synergy	|	Audubon,	NJ	
267.3139.6776	|	seanb@dealersynergy.com		
@seanvbradley	
#NADA100
#NADA100	
Everything	begins	with	a	choice	
2	
Change	the	way	you	do	business	or	remain	in	your	current	state
#NADA100	
You	CAN	change	your	paradigm	
3	
There	are	80	million	opportuniEes	out	there
#NADA100	
4	
80	Million		
Millennials
#NADA100	
Who	are	these	Millennials	
5	
First	generaEon	who	don’t	know	life	without	the	internet	&	personal	tech	devices	
•  Age:	19-35	(in	2016)	
•  NOT	influenced	by	adverEsing	
•  Rather	BUY	a	car	and	LEASE	a	house	
•  Review	blogs	BEFORE	purchasing	
•  Value	AUTHENTICITY	over	content	
	
hVp://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#30be755e28a8
#NADA100	
What	are	Millennials	looking	for	
6	
Millennials	are	leading	a	change	in	purchase	trends	
•  On	Demand	access	–	Mobile	Strategy	
•  Social	Media	for	shopping	informaEon	
•  Price	sensiEve	
•  High	value	discounts	OVER	instant	discounts	
•  LOYALTY	programs	
	
hVp://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#30be755e28a8
#NADA100	
StaUsUcs	on	Millennials	
7	
Millennials	are	leading	a	change	in	purchase	trends	
•  89%	shop	mobile	first	(712	million	shoppers)	
•  46%	prefer	Amazon	for	shopping	
•  43%	prefer	Google	for	shopping	
•  88%	prefer	to	purchase	online	
•  69%	belong	to	loyalty	programs	
•  $2.45	trillion	in	annual	spending		
hVps://www.entrepreneur.com/arEcle/253582
#NADA100	
Why	should	you	care?	
8	
Millennials	ARE	buying	cars	
•  New	cars	sales	increased	18%	to	27%		
						from	2010	to	2014	
•  $1,464	average	spend	per	consumer	unit	(new)	
•  $2,030	average	spend	per	consumer	unit	(used)	
•  Small	SUVs	sold	well	in	2015	
•  Prefer	“pracEcal”	vehicles	but	aspire	to		
						“sophisEcated”,	“innovaEve”	&	“stylish”		
						vehicles	
	
hVps://www.bloomberg.com/view/arEcles/2016-01-04/millennials-are-buying-cars-aeer-all
#NADA100	
Expanding	online	opportunity	
9	
Internet	Marketplace	is	BOOMING	
•  244	million	Amazon	users	
•  54	million	Prime	users	
•  Price	sensiEve	
•  Net	sales	88.99	billion	(2014)	
•  44%	go	to	Amazon	for	product	searches		
	
hVp://expandedramblings.com/index.php/amazon-staEsEcs/
#NADA100	
The	AutomoUve	Marketplace	
10	
Real	opportunity	exists	on	the	Internet	
•  12.5	hours	spent	shopping	online	
•  7.9	websites	visited	before	buying	
•  45%	of	Eme	is	spent	on	3rd	Party	sites	
•  75%	of	purchases	come	from	the	internet	(new)	
•  77%	of	purchases	come	from	the	internet	(used)	
•  Leasing	accounts	for	29%	of	all	new	retail	sales	
•  18.1	million	new	car	&	truck	sales	in	2016	
	
hVps://www.impactbnd.com/blog/mobile-markeEng-staEsEcs-for-2016	
hVp://www.dealermarkeEng.com/2015-auto-sales-trends-and-2016-projecEons-from-edmunds-com/
#NADA100	
A	Mobile	Marketplace	
11	
It	is	a	mobile	world	
•  34%	ONLY	use	mobile	devices	to	read	email	
•  80%	of	internet	users	own	a	smartphone	
•  48%	of	consumers	start	mobile	research		
						with	a	search	engine	
•  33%	of	consumers	start	mobile	research		
						with	a	branded	website	
•  26%	of	consumers	start	mobile	research		
						with	a	branded	app	
•  50%	of	smartphone	users	grab	their	device		
						Immediately	aeer	waking	up	
	
	
hVps://www.impactbnd.com/blog/mobile-markeEng-staEsEcs-for-2016
#NADA100	
AutomoUve	Mobile	Marketplace	
12	
The	opportunity	is	yours	for	the	taking	
•  88%	of	customers	use	the	internet	to	car	shop	
•  46%	use	mulEple	devices	to	get	to	dealer		
						websites	
•  14%	use	mobile	to	get	to	dealer	websites	
hVp://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey
#NADA100	
AutomoUve	Mobile	Marketplace	
13	
More	Eme	is	being	spent	shopping	
•  59%	of	Eme	is	spent	online	before	purchase	
•  71%	Research	
•  68%	Searching	vehicles	
•  64%	comparing	vehicles	
•  63%	find	current	car	worth	
•  46%	Locate	dealer	or	get	info	
hVp://www.datamentors.com/blog/key-insights-understanding-2016-car-buyer%E2%80%99s-journey
#NADA100	
Google	Micro	Moments	
14	
In	The	Moment	
Immediate.	Relevant.	FricEonless		
•  82%	evaluate	buying	decisions		
•  62%	solve	unexpected	problems			
•  90	%	pursue	big	goals	in			
•  91	%	try	new	things			
hVps://www.thinkwithgoogle.com/micromoments/intro.html
#NADA100	
Google	Trends	
15	
•  78%	of	web	search	volume	
•  2	trillion	annual	searches		
•  2.3	million	searches	per	second		
•  89%	of	the	US	mobile	organic	market	
•  1.7	billion	total	users	
•  60	trillion	web	pages	indexed	
hVp://www.internetlivestats.com/google-search-staEsEcs/	
hVp://expandedramblings.com/index.php/by-the-numbers-a-giganEc-list-of-google-stats-and-facts/
#NADA100	
YouTube	Trends	
16	
•  Over	1	billion	users		(2/3	of	the	planet)	
•  4	billion	video	views	per	day	
•  40	minutes	average	viewing	session	
•  6	billion	videos	watched	per	month	
•  300	hours	per	minute	of	new	content	uploads	
•  The	number	of	channels	earning	six	figures	is	up	50%	
•  Reaches	more	Millennials	than	any	cable	network	
hVps://www.youtube.com/yt/press/staEsEcs.html	
hVp://expandedramblings.com/index.php/youtube-staEsEcs/
#NADA100	
AutomoUve	Trends	
17	
80%	of	ALL	transacEons	start	on	search	
•  22%	of	auto	shoppers	are	millennials	
•  70%	of	shoppers	are	men	
•  Women	drive	80%	of	ALL	consumer	purchasing	
•  3x	more	Eme	spent	researching	than	in	2013	
•  75%	of	searches	was	performed	on	digital	
•  1	in	3	adults	watch	auto	content	on	YouTube		
						once	a	month		
•  Bold	brands	think	Digital	FIRST	
hVps://www.thinkwithgoogle.com/infographics/digital-trends-auto-shoppers-july-2016.html	
hVps://www.thinkwithgoogle.com/arEcles/auto-trends-consumer-behavior.html	
hVp://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers/#4130e712897d
#NADA100	
18	
In	market	buyers	only	visit		
1.2	dealerships	
before	making	a	purchase
#NADA100	
19	
The	Internet	and	Phones	are	the		
new	Showroom
#NADA100	
Re-allocate	resources	
20
#NADA100	
Build	the	Infrastructure	
21
#NADA100	
Build	the	Infrastructure		
Reality	Check	
22	
300	Cars	a	Month	
27	Salespeople	GeneraEng	111	units	from	Phone/Internet	Department	
189	Remaining	Units	from	the	Showroom		
27	Salespeople	/	189	Units	=	7	Units	Per	Salesperson	
						8	Ways	to	Sell	a	Car	-	2	Ways	(Phone/Internet)	=												6	Ways	
Increase	2	Units	x	27	Salespeople	=	54	AddiEonal	Net	Units	
	
																										Point	of	Diminishing	Return	on	Follow	Up	for	the	Showroom
#NADA100	
Build	the	Infrastructure	
23
#NADA100	
Make	the	Internet	&	Phones	your	focus	
24	
Build	the	Infrastructure
#NADA100	
Build	the	Infrastructure	
25	
You	CAN’T	staff	heavy	on	the	showroom	and	hope
#NADA100	
Build	the	Infrastructure	
Showroom	setup	
26	
Divide	leads	amongst	sales	professional
#NADA100	
Build	the	Infrastructure	
BDC/Call	center	setup	
27	
Segregated	&	dedicated	sales	team
#NADA100	
Build	the	Infrastructure	
Hybrid	setup	
28	
Team	of	Internet	sales	consultants
#NADA100	
Lead	Management	
How	to	disburse	leads	
29	
Use	training	agendas	to	quanEfy	lead	disbursion	
•  QualificaEons	
•  CerEficaEons	
•  Leverage	(Privilege	driven)
#NADA100	
Lead	Management	
How	many	leads	per	rep?	
30	
Showroom	sales	professionals	 BDC/Call	Center	 Hybrid	professional	
		40										50													60	
		Basic 										Average 											Above		
																																															Average	
		80					100							120					150	
		New						Average						Above						Superior	
											Avg																																															
	
		
		80										100															
		Basic 										Average
#NADA100	
Lead	Management	
CRM	
31	
•  Email	open	rate	2-4%	
•  Phone	connecEon	rate	11-14%	
•  PrimeEme	to	connect	on	phones	6-8pm	
•  Text	messages	are	opened	98%	of	the	Eme	
•  Video	in	email	200-300%	read/open	rate	
•  Social	media	communicaUon	stats	
•  Apple	FaceUme	stats	
CRM	follow	up	stats
#NADA100	
Lead	Management	
CRM	
32	
•  Manage	the	sales	pipeline	
•  Manage	follow	up	
•  Deploy	AcUon	Plans	
•  Phone	call	
•  Email	
•  Text	
•  Chat	
•  Social	media	
•  FaceEme	
•  Skype	
hVps://www.swc.com/blog/customer-relaEonship-management/the-three-main-components-crm-system	
CRM	mastery	is	criEcal
#NADA100	
Lead	Management	
CRM	
33	
•  AcEon	plans	
•  Input	work	schedule	
•  Ensure	you	are	in	the	rotaEon	to	receive	leads	
•  Setup	automated	templates	
•  Organize	task	and	to-do	lists	
•  PrioriEze	buckets	
•  UElize	reports	
•  ExecuEon	
CRM	setup	process
#NADA100	
Lead	Management	
CRM	setup		
34
#NADA100	
Lead	Management	
Phase	1	Follow		up	process	
35	
Phase	1	Follow	up	process	
•  Email	
•  (1)	Phone	call	[9a-6p]	
•  (2)	Phone	call	[6p-8p]	
•  Video	email	
•  FaceEme	
•  Skype	
•  Social	media	
Days	1	-	10
#NADA100	
Lead	Management	
Phase	2	Follow		up	process	
36	
Days	11	-	31
#NADA100	
Lead	Management	
Phase	3	Follow		up	process	
37	
Days	32	-	90
#NADA100	
Lead	Management	
Content	library	-	Email	
38	
Email	templates	are	ONE	part	of	the	follow	up	strategy	
Develop	UNIQUE	templates	
•  Compelling	subject	lines	
•  Relevant	text	content	
•  OpEmized	for	mobile	delivery	
•  Proper	“Call	to	AcEon”
#NADA100	
Lead	Management	
Content	library	–	Video	emails	
39	
Video	follow	up
#NADA100	
Lead	Management	
Content	library	–	Voicemail	messages	
40	
Voicemail	messages	are	a	CRUCIAL	follow	up	component	
Develop	UNIQUE	templates	
•  Templates	for	EACH	day	
•  Vary	message	themes	
•  Proper	“Call	to	AcEon”	
•  CreaEve	in	approach	
•  Soundboards	
•  YouTube	
Hello	{customer	name},	this	is	{coordinator}		
from	{dealership}.		I	received	your	purchase		
request	for	the	{year	make	model}.		I	just		
emailed	you	informaEon	about	the	vehicle		
and	our	dealership.		When	you	read	it	you		
will	be	pleasantly	surprised	about	the		
amazing	benefits	of	doing	business	with	us.			
My	number	is	{phone	number}.		Please	give		
me	a	call	to	go	over	addiEonal	benefits.		
My	number	is	{phone	number}	Thank	you!"
#NADA100	
Phone	Philosophy	
41	
An	Internet	sale	is	predominately	a	phone	sale
#NADA100	
Phone	Philosophy	
Outbound	process	
42	
ObjecEve	
•  Secure	appointment	
•  Set	up	TO	
Goal	
•  IdenEfy	needs,	wants	&	objecEons	
•  Meet	them	
•  Exceed	them
#NADA100	
Phone	Philosophy	
Inbound	process	
43	
ObjecEve	
•  IdenEfy	needs,	wants	&	objecEons	
•  Meet	them	
•  Exceed	them	
Goal	
•  Gather	informaEon	
•  Secure	appointment	
•  Set	up	TO
#NADA100	
Phone	Philosophy	
Top	7	reasons	people	go	online	
44	
•  Research	
•  Availability	
•  Convenience	
•  Trade	in	
•  “I	hate	car	salesmen”	
•  Credit	
•  What	if’s
#NADA100	
Phone	Philosophy	
Scripts	
45	
Inbound	 Outbound	 ObjecEons	 RebuVals	
Develop	scripts	for	EVERY	situaEon
#NADA100	
Phone	Philosophy	
Value	Package	ProposiUon	
46	
What	makes	you	different	and	beVer	than	your	compeEEon?	
•  Military/First	responders	
•  First	Eme	buyers	
•  Women	
•  Students	
•  Teachers	
•  Service	perks	
•  Daycare	service	
•  Free	food	
•  Community	involvement
#NADA100	
Conclusion	
47	
The	Internet	&	Phones	are	MOSTLY	a	follow	up	department	
The	success	formula	
•  Infrastructure	
•  CRM	
•  Phones	
I.C.P.
#NADA100	
Conclusion	
48	
If	the	Internet&	Phones	are	the		
new	Showroom	you	need	to	make		
them	your	#1	priority
#NADA100	
Conclusion	
49	
9/10	people	prefer	to	connect	on	the	phone	
You	get	ONE	shot	to	make	a	first	
impression
QuesUons	
#NADA100	
50
The	Internet	And	Phones	Are	The	New	
Showroom	And	The	Key	To	88	Million	
Millennials		
Please	visit	the	NADA	Pavilion	
in	the	Expo	Hall	for	informaEon	
on	accessing	electronic	versions	
of	this	presentaEon	and	the	
accompanying	handout	
materials,	and	to	order	the	
workshop	video	recording.	
Sean	V.	Bradley,	CSP,	MSG	
President|Dealer	Synergy	|	Audubon,	NJ	
267.3139.6776	|	seanb@dealersynergy.com		
@seanvbradley	
#NADA100

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