Why Car Dealers Are Failing Online Customers


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Discover The 5 Essential Step To Keep Up With The Changes In How Your Customers Buy Cars. This Executive Briefing explains how Dealers are failing their online customers and what you need to do about it

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Why Car Dealers Are Failing Online Customers

  1. 1. Why Dealers Are Failing Their Online CustomersThe 5 Essential Steps To Keep Up With TheChanges In How Your Customers Buy Cars
  2. 2. How Consumers Make Buying Decisions How Has The Internet Changed The Five Pillars The Behaviour Of Missing FromOur Customers And Dealerships What Impact Has Internet Sales! This Made
  3. 3. How Consumers Make Buying Decisions Before The Internet Dealerships Had Marketing Strategy To Generate Enquiries The Five PillarsIntent To Influenced Outside Of Influenced By Dealership Purchase Missing FromPurchase Dealership 90% Made 10% Dealerships Dealerships Would Rely Upon Sales Tactics To… • Enter The Conversation In The Buyers Head Internet Sales! • • Understand Their Needs/Wants Present Vehicles To Build Value • Explain Pricing Structure and… • Influence The Sale
  4. 4. How Consumers Make Buying Decisions Today With The Internet The Five Pillars InfluencedIntent To Influenced By Online Sources Or The Dealership By PurchasePurchase Up To 90% Dealership Made Missing From 10% • The Buying Conversation Is Happening Online Not In The Dealerships Dealership. • The Lines Between Marketing Strategy and Sales Tactics No Longer Exist Internet Sales! • We Are No Longer The Source Of Product Information • Our Customers Are Contacting Us Later In Their Purchase Decision • We Need To Find New Ways Of Creating Value & Making The Sale
  5. 5. How Important Is The Internet In The Sales Process? Over 92% Of Australians The Five Pillars Use The Internet To Research Products and Missing From Purchases Prior To DealershipsEngaging With Dealerships Internet Sales! Source: Cobalt – New Buying Influences
  6. 6. Using Old Sales Tactics WithInternet Enquiries Doesn’t Work!89% Of Consumers Are Unhappy With HowDealerships Manage Their Online Enquiries. The Five Pillars Missing FromBiggest Complaints Are…. The Three Dealerships • Poor Response Times • Lack Of Follow Up Internet Sales!Of Transparency • Lack Source: Cobalt – New Buying Influences
  7. 7. Your Customers Have Evolved …Don’t You Think It’s Time Your Marketing And Sales The Five PillarsToo? Evolved Missing From Dealerships Internet Sales!
  8. 8. The 5 EssentialSteps To Keep Up With The Changes In How Your Customers Buy Cars
  9. 9. What Consumers Really Want Your CustomersDesperately Want The Five Pillars Someone To Lead Missing FromThem Through The DealershipsBuying Process and Internet Sales! Make It Easy For Them To Buy
  10. 10. The Internet Sales Evolution Step 1- Create Company Culture That Understands New Buyer Behaviour• What’s The Five Pillars Internet Enquiries The Attitude Towards• Eliminate Beliefs That Are Limiting Sales• Missing From Be Proactive Not Reactive• Dealerships Understanding New Buyer Needs Internet Sales!
  11. 11. The Internet Sales Evolution Why Culture Is Vital The Five Pillars Potential Affects Actions Missing From Affects Affects Dealerships Internet Sales! Beliefs Affects Results
  12. 12. The Internet Sales Evolution Step 2- Complete Online Sales StrategyTactics – We’ll List Our Cars On The Internet The Five Pillarsand Let The Sales Team Do The Rest Missing From Where As… DealershipsStrategy – Looks To Maximise Enquiries &Sales Conversions By Treating The Internet as a 24 Internet Sales!Hour Sales Person
  13. 13. The Internet Sales EvolutionStep 2- Complete Online Sales Strategy • Online Personality The Five Pillars Reputation • Online • New Car Lead Strategies Missing From Car Lead Strategies • Used Dealerships Systems & Scripts • Sales • Performance Benchmarks Internet Sales! • Accountability
  14. 14. The Internet Sales Evolution Step 3- Online Presence• Where Are Your Customers Searching• How Good Five Pillars The Do Your Listing Look Have You Got The Right Message For Your Market•• How Missing Your Sales Team Up For Success Can You Set From• Dealerships Why Would Someone Enquire With You• How Else Can You Engage Internet Sales! With Your Customers Online?
  15. 15. The Internet Sales Evolution Step 4- Sales Processes • Pull Selling Vs Push Selling • Proactive Sales Team The Five Pillars Scripts • Phone Missing From Up Procedures • Outside Appointments • Follow Dealerships • Accountability Internet Sales! • Performance Benchmarks • 30 Critical Minutes
  16. 16. The Internet Sales Evolution Step 5- AccountabilitySet Benchmarks & Hold Team Accountable For… The Five Pillars• Response Times• Appointments Missing From• Outside Appointments Dealerships• Closing Ratio• Gross Profit Internet Sales!• Finance & Aftermarket Penetration
  17. 17. The Process Of Change If You’re Serious About Selling More Cars 1. Commit To ImprovementThe Five Pillars Improvement 2. Define Goals and Level Of Expected Missing From 3. Implement Proven Formula Dealerships Processes Until We 4. Monitor Results 5. RefineInternet Sales! Results Exceed
  18. 18. Case Study – Gary Cricks MaroochydoreJuly 2012 – Used Cars• Converted 9% Of Internet Enquiries Into Sales Resulting In7 DealsPillars The Five Missing From• No Clear Strategy Or Sales Processes Specific For Internet Leads Dealerships• Sales Team Weren’t Interested In Internet Leads, Internet Sales! Preferring To Wait For Walk in Enquiries (Reactive)
  19. 19. Case Study – Gary Cricks MaroochydoreHow They Evolved1. Improved Quality Of Listings With Better Photo’s and Comments That Sold Dealership Benefits The Five Pillars2. Changed Auto Response Sequence To Align With Buyers and Start To Build Value Missing From3. Developed Clear Dealership Benefits Dealerships4. Implemented Performance Benchmarks5. Implemented New Sales Scripts Internet Sales!6. Improved Internet Sales Processes7. Implemented Weekly Training8. Held Sales Team Accountable
  20. 20. Case Study – Gary Cricks MaroochydoreSeptember 2012 – Used Cars 1. 48% Of All Enquiries Resulting In Face To Face Appointments (Still Not Quite At Benchmark) The Five Pillars 2. 70% Of Appointments Resulting In Sale 3. Overall Closing Ratio Of 32% Missing From 4. Over 20 Deals (An Increase Of nearly 300%) Dealerships 5. Proactively Helping Customers With Buying Process Internet Sales!There’s Still Room For Improvement Over The Next 60 Days
  21. 21. Where To From HereIf There Was No Risk To You,OnlyThe Five Pillars Want Upside Would You YourMissingSales To Grow Internet From By AsDealerships In The Much As 300% Next 3 To 6 Months? Internet Sales!
  22. 22. Call Us NowMathew BoyleDirector The Five PillarsPhone: 07 5477 0811 Missing FromMobile: 0431 636 706 DealershipsEmail: Mat@NewRulesOfSelling.com.au Internet Sales!Web:www.NewRulesOfSelling.com.au