The document discusses the four staples of lead conversion for car dealerships: websites, marketing, lead acquisition, and CRM/ILM technology. Websites are likened to grains and should be attractive, functional, and accessible. Marketing involves branding, advertising, and merchandising. Photos are especially important - more pictures means more leads. Lead acquisition involves both self-generated and third party leads. CRMs automate processes to maximize leads. Proper use of these four elements is vital for dealership success.

1. Having a Healthy
Online Presence:
The 4 Staples of
Lead Conversion

2. The Four Basic Food Groups

3. Who is Joe Webb?
DealerKnows: Founder

5. The Four Basic Food Groups.
≠
DealerKnows: Proper Nutrition

6. The Fifth Food Group.
Yum!
DealerKnows: Proper Nutrition

7. =
Vendors:
DealerKnows: Proper Nutrition

9. 63%
27%
10%
Phone Ups
(27%)
Walk Ins
(63%)
eLeads
(10%)
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012

10. Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail
5%5%6%
9%
11%12%
25%
62% $249/
vehicle
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012

11. Websites
Branding
• and Merchandising
Lead Acquisition
Technology
01010101010101010101010
10101010101010010011001
01101010010101010101001
01010101010101011010101
01010101010110101010010
10101010101010101010101
01010101010101010101010
10101010101010010101010
10101010101001010100010
10101010010101001010101
00101001010100101001010
11000110101010011010101
00101001010101001010100
10101010100101010010010
10101001010100101010101
01010010101010101010101
01010101010101010101010DealerKnows: 4 Elements
The four staples of lead conversion:

12. Like grains, websites provide energy.
Attractive
Functional
One click away
DealerKnows: Websites

13. 18%
82%
Has a Website
(82%)
DealerKnows: Data
Dealers who have websites:
Doesn’t
get Pie
(18%)

14. 31%
69%
Has a Website
(69%)
Really?
(31%)
Attendees with websites:
DealerKnows: Data
KD Attendee
Research

15. The fixins’: All about conversion.
DealerKnows: Websites

16. 18%
82%
Doesn’t Have any
Conversion
Tools
(82%)
Good Job!
(18%)
Conversion tools:
DealerKnows: Data
KD Attendee
Research

17. You’re doing it wrong.
DealerKnows: Websites

18. Hot buttons.
DealerKnows: Websites

19. Hot buttons.
DealerKnows: Websites
Brand / Logo
Value Proposition
Schedule Service
Trade Information
Hours/Directions/Contact
Specials
Get Pre-Approved
Inventory

20. 29%
71%
Have an
Inventory Feed
(74%)
Do Not
(26%)
DealerKnows: Data
Request for information:
KD Attendee
Research

21. 40%
60%
Don’t
(40%)
DealerKnows: Data
Request for information:
KD Attendee
Research
Provide
Online
Credit
Application
(60%)

22. 40%
60%
Offer
Specials
(60%)
Don’t
(40%)
DealerKnows: Data
Request for information:
KD Attendee
Research

23. 38%
62%
Offer Hours
AND
Directions
(62%)
Don’t
(38%)
DealerKnows: Data
Request for information:
KD Attendee
Research

24. Show and tell.
DealerKnows: Websites
Importance of Video.
Of your team.
Of your values.
Of your customers – testimonials.
Build Value Walk Around Testify

25. Have a side of search (and corn).
DealerKnows: Search

26. DealerKnows: Websites
Keywords:

27. It’s YOUR fridge.
Keywords
TexasDirect
The Dealership
AutoTrader.com
Cars.com
Facebook
DealerKnows: Search

28. SEM
SEO
SEO, SEM, OMG...
DealerKnows: Search
used chrysler 300 arlington tx

29. Eat on the go.
By 2014, mobile Internet usage
will exceed desktop Internet
usage. Sorry, desktops.
DealerKnows: Search

30. 2%
98%
Doesn’t Have
a Mobile
Site
(98%)
Oooh
Yeah!
(2%)
Mobile sites:
DealerKnows: Data
KD Attendee
Research

31. DealerKnows: Marketing
Branding,
Advertising, and.
Merchandising
provide stamina.
Eat your fruits and veggies.

32. DealerKnows: Marketing

33. Market your brand.
DealerKnows: Marketing

34. DealerKnows: Study
Digging deeper.
20 dealer groups from
around the country
6,139 vehicles
61,434 photos
Real transaction data

35. Less than 10 pictures:
52.03%<10 Pictures
(52%)
>25 Pictures
(18%)
Mediocrity
(30%)
Distribution.
DealerKnows: Study

36. 12%
88%
Offered Less Than
25 Photos per
Vehicle
(88%)
Yesss!
(12%)
Vehicle photos:
DealerKnows: Data
KD Attendee
Research

37. DealerKnows: Data
Average
Photos per
Sample
Vehicle
10.25
KD Attendee
Research
DealerKnows: Data
Vehicle photos:

38. What we found.
Going from
less than 10 pictures to more
than 25 pictures increased
leads and views
by more than 30%
DealerKnows: Study

39. Going from
less than 10 pictures to more
than 25 pictures increased
inventory turn by 25%
It gets better.
DealerKnows: Study

40. 17%
83%
Took Their Own
Pictures
(88%)
No/Stock
Photos
(12%)
DealerKnows: Data
Request for information:
KD Attendee
Research

41. DealerKnows: Photos
What others have found:
Having just 11 pictures can
increase page views by
175% and contacts by
127% versus having no
pictures at all

42. DealerKnows: Photos
the good

43. DealerKnows: Photos
the bad
Wash me

44. DealerKnows: Photos
the badthe ugly

45. DealerKnows: Marketing
Sign, sign, everywhere a sign...

46. Leads provide energy.
DealerKnows: Lead Acquisition
Leads = Protein

47. Be your own lead provider.
DealerKnows: Lead Acquisition

48. Third party lead providers:
DealerKnows: Lead Distribution

49. It does the
dealership
good.
DealerKnows: CRMs/ILMs
A CRM/ILM provides strength.

50. What your CRM/ILM should be doing for you:
Trigger tasks for sales
•team
Automate Process
By event, lead type
• source, salesperson
Processes for pre-sale,
• post-sale, lost
DealerKnows: CRMs/ILMs

51. 21%
79%
Responded
(82%)
Seriously?
(18%)
DealerKnows: Data
Request for information:
KD Attendee
Research

52. 26%
74%
Hands Must
be Broken
(76%)
Called Us
(24%)
DealerKnows: Data
Phone response:
KD Attendee
Research

53. DealerKnows: Data
Average Phone
Response Time 4:16hrs
Phone response time:
KD Attendee
Research
DealerKnows: Data

54. DealerKnows: Data
Called on
First Day
13%
Phone response time:
KD Attendee
Research
DealerKnows: Data

55. DealerKnows: Data
Average
Over 10 days
1.9calls
Phone response:
KD Attendee
Research
DealerKnows: Data

56. 36%
64%Didn’t Email
(61%)
Thanks!
(39%)
DealerKnows: Data
Email response:
KD Attendee
Research

57. DealerKnows: Data
Average Email
Response
Time
3:25hrs
Email response time :
KD Attendee
Research
DealerKnows: Data

58. DealerKnows: Data
Emailed on
First Day
30%
KD Attendee
Research
DealerKnows: Data
Email response time :

59. 8%
92%
Didn’t Email to
Confirm Price
(92%)
Confirmed
Price
(8%)
Emailed price:
DealerKnows: Data
KD Attendee
Research

60. 4%
96%
Didn’t Send
a Picture
(96%)
Sent
(at Least 1)
Picture
(4%)
DealerKnows: Data
KD Attendee
Research
Emailed pictures:

61. 38%
62%
Didn’t Offer
a Value
Proposition
(62%)
Good Job!
(38%)
DealerKnows: Data
KD Attendee
Research
Emailed a value proposition:

62. 100%
Didn’t Send
a Video
(100%)
DealerKnows: Data
KD Attendee
Research
Emailed a video:

63. Graduate from the old school.
DealerKnows: CRMs/ILMs
Note
Pads

64. Who churns the CRM?
Driven by sales
management.
Supported by
staff.
DealerKnows: CRMs/ILMs

65. The price is right.
DealerKnows: Technology

66. DealerKnows: Appreciation
Thanks!

67. Thanks.
Joe Webb
Founder and President
847-456-5130
joe@dealerknows.com
facebook: /dealerknows
twitter: @zonewebb
DealerKnows Consulting
DealerKnows.com
VirtualDealerTraining.com
TaskTeacher.com