IS20G9 Attendees Presentations

1. 3rd
Party
Leads
and
The
Law
of
Increasing
Returns
Sco9
Pechstein,
VP
of
Sales
Autobytel
Inc.

2. Answer:
360+
make
/
model
combinaGons
QuesGon:
How
many
make
/
model
combinaGons
exist
in
the
marketplace
today?
Test
Your
Knowledge

3. Answer:
31
models
in
the
Sedan
segment
QuesGon:
How
many
models
exist
in
the
Sedan
segment
alone?
Test
Your
Knowledge

4. Answer:
75
new
model
launches
in
2016
QuesGon:
How
many
new
model
launches
were
there
in
2016?
Test
Your
Knowledge

5. Answer:
73
are
planned
for
2017
QuesGon:
How
many
new
model
launches
are
planned
for
2017?
Test
Your
Knowledge

6. 360
Degree
Shopping
Experience
From
Funnel
Online
Research
Social
Networking
Fact
Checking
More
Research
Purchase
Awareness
To
360
Degree
Shopping
Experience

7. Source: Google/Millward Brown Automotive Path To Purchase September 2015
The
Consumer
Journey

8. Fantasy
Versus
Reality

9. Consumer
Path
to
Purchase
Source: Google/Millward Brown Automotive Path To Purchase September 2015

10. More
Gme
online:
16.8
hours
in
2015
§ 15.5
hours
in
2014
§ 13.8
hours
in
2013
Less
dealership
visits:
1
to
2
dealerships
today
§ 5
in
2005
77%
are
not
fully
decided
about
what
make
or
model
to
buy
at
the
start
of
their
journey!
Source: Google/Millward Brown Automotive Path To Purchase September 2015
Where
the
Journey
Leads

11. 89%
of
purchasers
are
in-­‐market
for
3
months
or
less
Ø Compared
to
83%
in
2014
69%
of
purchasers
are
in-­‐market
for
1
month
or
less
Ø Compared
to
58%
in
2014
Source: Google/Millward Brown Automotive Path To Purchase September 2015
Consumers
Quicker
to
Purchase

12. Source: 2015 Autobytel lead analysis by IHS Automotive driven by Polk
Autobytel
works
with
IHS
AutomoGve,
a
leading
provider
of
market
insights
and
measurement
soluGons
driven
by
Polk
Data,
to
staGsGcally
measure
the
performance
of
leads
submi9ed
through
the
Autobytel
network.
43%
of
new
car
purchasers
defect
to
used
17%
of
used
car
purchasers
defect
to
new
Lead
Loyalty
by
New
/
Used

13. The
Indecision
Age

14. The
Indecision
Age

15. Clarity
in
Dealer
SelecGon

16. Want
Can’t
Can’t
Won’t
Can
Will
A
Slice
of
Reality
Pie

17. Why buy
brand?
Why buy
from me?
Vehicle of
interest
Alternative
vehicle(s)
All used
options
Don’t
take
the
vehicle
of
interest
too
literally!
Challenge
Your
Engagement
Strategy

18. Tips
of
the
Trade
ü Copy
and
paste
lead
form
info
and
email
back.
ü End
every
email
with
a
quesDon?
ü Put
fork
in
road
on
first
call,
offer
used
at
Day
30.
ü Always
have
a
reason
to
call!
Talk
about
vehicles
on
trade.
ü Know
how
to
answer
objecDons
–
“I
was
just
looking.”
ü Answer
three
quesDons:
“Who,
How,
and
What?”

19. Math
You
Can’t
Afford
to
Ignore
Lead
Conversion
to
Cost
of
Sale
Formula
Average
Price
Per
Lead
Autobytel
Leads
Closing
RaDo
Actual
Sales
Total
Cost
Cost
Per
Sale
Net
Profit
from
Autobytel
RelaDonship
$22.00
100
12%
12
$2,200
$183
$17,000
100
10%
10
$2,200
$220
$13,800
Average
Gross
100
8%
8
$2,200
$275
$10,600
$1,600
100
6%
6
$2,200
$367
$7,400
100
4%
4
$2,200
$550
$4,200

20. Sco9
Pechstein,
VP
of
Sales
Autobytel
Inc.
sco9p@autobytel.com
(866)
589-­‐5498
QuesGons?