Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.
The 3 Primary Elements of a
Successful Internet Dep...
Joe Webb
DealerKnows Consulting
January 4, 2012
If you have questions during
the presentation, please
submit them using the
“Questions” feature
Questions will be answered...
Facebook.com/TKCarsites @TKCarsitesinc
TK Carsites Social Networks
Chat with us during the Webinar on Facebook and Twitter!
DealerKnows: Presentation
The 3 Primary Elements of a
Successful Internet Department
and
the 5 Keys to Creating a Profitab...
Who’s DealerKnows?
DealerKnows: Joe Webb
Wine 101:
DealerKnows: Fundamentals
Understanding Wine
Increases
Your Internet Sales
DealerKnows: Fundamentals
It takes more than grapes.
Understanding
Training
Practice
Passion
DealerKnows: Lead Management
Three variables:
Wine Growing
=
Managing Leads
Terroir.
DealerKnows: Lead Management
Know your environment.
DealerKnows: Lead Management
Grapes and grape skins.
A Mix of Varietals:
Leads
Technology
Websites
Online Content
DealerKnows: Lead Management
Barrels or tanks.
Where People
and
Processes Ferment
Barrels or tanks.
DealerKnows: Lead Management
here People and Processes Ferment
Don’t stop when you’ve made the
wine. Vintages can turn out bad.
What’s important?
DealerKnows: Lead Management
Lead Management
Comments are not conversations.
DealerKnows: Social Media
Social Media has a
place at your
dealership…
Intoxication.
DealerKnows: Sourcing
What are your digital priorities?
Nothing.
Become a Somelier.
DealerKnows: Quality Contro
Buying.
DealerKnows: Quality Contro
Sometimes you need a professional.
5 Ways a Sommelier Inspects Wine
DealerKnows: Process
Read, Deconstruct, and
Address the Lead
Color.
It’s not all Red and White
Aroma.
DealerKnows: Process
Breathe in their
online presence
and prepare
the response.
Taste.
DealerKnows: Process
Partake the lead and Respond
Balance/Texture.
Using multiple mediums?
Eliciting positive responses?
Follow-up strategy?
Multiple topics?
Overcoming obj...
•Delicate A term used similar to charm but more often relates to the more subtle
notes of a wine.
•Depth A term used to de...
The DK 6 step program for follow-up.
1. Mystery Shop
2. Auto-response
3. Timing
4. Email Strategy
5. Sell Yourself
6. Meas...
Phone Response Time:
Email Response Time:
Response to Inquiry:
Auto-response Usage:
Auto-response Time:
Auto-response Reli...
Mystery Shop.
step
1
Call Preceding Email:
Shared Price Information:
Shared Multiple Vehicle Options:
Phone Reliance:
Emai...
Mystery Shop.
step
1
DealerKnows: Follow-Up
Auto: 83.64%
1 min. (median)
Email provided multiple optio20%
32.7%
Auto-response usage:
Auto-response time:
Auto-response...
Auto-responders:
step
2
Elicit Contact
or
Build Value
If they don’t, TURN THEM OFF!
DealerKnows: Follow-Up
Called Before Emailing: 14.55%
Email provided price: 38.18%
Email provided multiple pricing
options: 9.09%
Email use:
Only...
Called Before Emailing: 34.55%
Email provided price: 45.45%
Email provided multiple pricing
options: 7.27%
Called Before E...
Email Philosophy.
step
4
Provide MSRP
Competitive Price (Showing the savings)
Alternate Vehicles (models as low as…/compar...
Process methodology.
1st
Email: Give them what they asked
for with additional options2nd
Email: Sell yourself right away
w...
Mystery shop results:
step
5
DealerKnows: Follow-Up
Called Before Emailing: 36.36%
38.18%
Email provided 3pr38.2:
14.55%
E...
Inspect what you expect.
step
6
DealerKnows: Follow-Up
Monitor
Police
Measure
DealerKnows: Thanks
Joe Webb
President and Founder
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
847-45...
Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com.
Got a Question? Ask our Expert!
Check out our upcoming webinar…
How to Use Auto Shopper
Data to Lower Costs and
Increase Sales
Wednesday, January 11, 2012...
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The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

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  • Copyright © 2001-2007 Infor Global Solutions
  • Copyright © 2001-2007 Infor Global Solutions
  • Copyright © 2008 Infor. All rights reserved. www.infor.com.
  • You need to keep a watchful eye and inspect your team ’s performance. You need to know how to properly measure the success of your Internet department through mystery shops and metrics evaluation, and you must know what variables needs changing. That is what builds great Internet departments. That’s what makes great sommeliers. That is what makes delicious wines. And you don’t stop until you have the best damn tasting lead management wine in the business!
  • Well that’s all folks. Now time for some Q & A. Eliana, do we have any questions I can answer?
  • Copyright © 2008 Infor. All rights reserved. www.infor.com.
  • The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

    1. 1. Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process
    2. 2. Joe Webb DealerKnows Consulting January 4, 2012
    3. 3. If you have questions during the presentation, please submit them using the “Questions” feature Questions will be answered at the end of the webinar QUESTIONS
    4. 4. Facebook.com/TKCarsites @TKCarsitesinc TK Carsites Social Networks Chat with us during the Webinar on Facebook and Twitter!
    5. 5. DealerKnows: Presentation The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process DealerKnows: a TK Carsites webinar
    6. 6. Who’s DealerKnows? DealerKnows: Joe Webb
    7. 7. Wine 101: DealerKnows: Fundamentals Understanding Wine Increases Your Internet Sales
    8. 8. DealerKnows: Fundamentals It takes more than grapes. Understanding Training Practice Passion
    9. 9. DealerKnows: Lead Management Three variables: Wine Growing = Managing Leads
    10. 10. Terroir. DealerKnows: Lead Management Know your environment.
    11. 11. DealerKnows: Lead Management Grapes and grape skins. A Mix of Varietals: Leads Technology Websites Online Content
    12. 12. DealerKnows: Lead Management Barrels or tanks. Where People and Processes Ferment
    13. 13. Barrels or tanks. DealerKnows: Lead Management here People and Processes Ferment
    14. 14. Don’t stop when you’ve made the wine. Vintages can turn out bad.
    15. 15. What’s important? DealerKnows: Lead Management Lead Management
    16. 16. Comments are not conversations. DealerKnows: Social Media Social Media has a place at your dealership… Intoxication.
    17. 17. DealerKnows: Sourcing What are your digital priorities? Nothing.
    18. 18. Become a Somelier. DealerKnows: Quality Contro
    19. 19. Buying. DealerKnows: Quality Contro Sometimes you need a professional. 5 Ways a Sommelier Inspects Wine
    20. 20. DealerKnows: Process Read, Deconstruct, and Address the Lead Color. It’s not all Red and White
    21. 21. Aroma. DealerKnows: Process Breathe in their online presence and prepare the response.
    22. 22. Taste. DealerKnows: Process Partake the lead and Respond
    23. 23. Balance/Texture. Using multiple mediums? Eliciting positive responses? Follow-up strategy? Multiple topics? Overcoming objections? Building value? Confirming appointments? DealerKnows: Process
    24. 24. •Delicate A term used similar to charm but more often relates to the more subtle notes of a wine. •Depth A term used to denote a wine with several layers of flavor. An aspect of complexity. •Dirty A wine with off flavors and aromas that most likely resulted from poor hygiene •Dried up A wine that has lost some of its freshness or fruitiness due to extended aging. •Dry A wine that is lacking the perception of sweetness. •Earthy This can mean a wine with aromas and flavor reminiscent of earth, such as the •Easy A term that can be synonymous with "approachable" but more commonly refers to a wine that is siEdgy A •Elegant A term to describe a wine that possess finesse with subtle flavors that are in balance. •Expansive A wine that is considered "big" but still accessible. •Expressive A wine with clearly projected aromas and flavors. •Fallen over A wine that, at a relatively young age, has already gone past its peak (or optimal) drinking period and is •Farmyard A generally more positive term than "Barnyard" used to describe the earthy and vegetal undertones that •Fat A wine that is full in body and has a sense of viscosity. A wine with too much fat that is not balanced by aciditys sa DealerKnows: Process Finish. Reporting: Does your lead management deliver the desired result?
    25. 25. The DK 6 step program for follow-up. 1. Mystery Shop 2. Auto-response 3. Timing 4. Email Strategy 5. Sell Yourself 6. Measure DealerKnows: Follow-Up
    26. 26. Phone Response Time: Email Response Time: Response to Inquiry: Auto-response Usage: Auto-response Time: Auto-response Reliance: Default Auto-response Usage: Mystery Shop. step 1 DealerKnows: Follow-Up
    27. 27. Mystery Shop. step 1 Call Preceding Email: Shared Price Information: Shared Multiple Vehicle Options: Phone Reliance: Email Reliance: Inclusion of Sales: Representative Picture DealerKnows: Follow-Up
    28. 28. Mystery Shop. step 1 DealerKnows: Follow-Up
    29. 29. Auto: 83.64% 1 min. (median) Email provided multiple optio20% 32.7% Auto-response usage: Auto-response time: Auto-response reliance: Default auto-response usage: Auto-response. step 2 DealerKnows: Follow-Up
    30. 30. Auto-responders: step 2 Elicit Contact or Build Value If they don’t, TURN THEM OFF! DealerKnows: Follow-Up
    31. 31. Called Before Emailing: 14.55% Email provided price: 38.18% Email provided multiple pricing options: 9.09% Email use: Only Called: Only Emailed: Included a personal picture: step 3 DealerKnows: Follow-Up
    32. 32. Called Before Emailing: 34.55% Email provided price: 45.45% Email provided multiple pricing options: 7.27% Called Before Emailing: Email provided price: Email provided multiple pricing options: Email use: step 3 DealerKnows: Follow-Up
    33. 33. Email Philosophy. step 4 Provide MSRP Competitive Price (Showing the savings) Alternate Vehicles (models as low as…/comparable used) Link to Inventory (for new) Link to “Get Pre-Approved Here” (for used) Set up for the Call later: send a personal video message or photo DealerKnows: Follow-Up
    34. 34. Process methodology. 1st Email: Give them what they asked for with additional options2nd Email: Sell yourself right away with personal picture/video message 3rd Email: Sell your process 4th Email: Sell your dealership 5th Email: Sell your brand In all future contact, make sure to ask questions and offer them something special or interactive step 4 DealerKnows: Follow-Up
    35. 35. Mystery shop results: step 5 DealerKnows: Follow-Up Called Before Emailing: 36.36% 38.18% Email provided 3pr38.2: 14.55% Email provided multiple pricing options: One hour email response: Email Reliance: Phone Reliance:
    36. 36. Inspect what you expect. step 6 DealerKnows: Follow-Up Monitor Police Measure
    37. 37. DealerKnows: Thanks Joe Webb President and Founder DealerKnows Consulting DealerKnows.com VirtualDealerTraining.com 847-456-5130 Twitter/zonewebb LinkedIn/josephwebb
    38. 38. Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. Got a Question? Ask our Expert!
    39. 39. Check out our upcoming webinar… How to Use Auto Shopper Data to Lower Costs and Increase Sales Wednesday, January 11, 2012 9am Pacific

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