The document provides an overview of secrets to success for automotive internet sales operations. It identifies traits of top performing dealers, such as having a 15-20% closing ratio and 14-15 sales per person. The top factors driving success are identified as quality of lead response, adherence to process, and senior management buy-in. The document advocates developing a quality response process within 5 minutes that personalizes responses. It also recommends connecting with leads over a 2 week period using a combination of phone calls, emails and other tactics. Developing the right connection process is key to completing tasks and driving performance.

1. Internet Sales 4.0:
Internet Sales 4.0:
Secrets of a Successful
Automotive Internet Operation

2. Internet Sales 4.0:
Credentials
David Kain
• Owner of Kain Automotive, Inc., Automotive Sales Training
specializing in Internet Sales and Automotive Business
Development Centers
• Dealer's Choice Award winner as the #1 Rated Internet
Training Company 2008, 2009, 2010 & 2011 in Auto Dealer
Monthly
• Co-Founder and COO of FordDirect.com
• 18 years automotive retail experience; Dealer partner in Jack
Kain Ford
– 12 years Dealer Principal
• Served on 2000 Ford National Dealer Council
• BBA in Marketing and Management from Eastern Kentucky
University
2

3. Internet Sales 4.0:
KainAutomotive.com Study - GOALS
• Review Digital Marketing
• Review Processes and Tactics
• Identify Traits of Leading Dealerships
• Identify and Rank what Drives Success

4. Internet Sales 4.0:
Internet Sales 4.0
Internet Sales 1.0:
1995 to 2000
Internet Sales 2.0:
2001 to 2005
Internet Sales 3.0:
2006 to Present
Internet Sales 4.0:
Begins Today

5. Internet Sales 4.0:
Formula for Success
Progressive Leadership
+ Innovative Marketing
+ Continuous Process Improvement
= Internet Sales Success
“Our process is the key to our
success. Quick response and
quality interaction makes all the
difference”
Mike Lallier, Dealer
Reed Lallier Chevrolet
Fayetteville, NC

6. Internet Sales 4.0:
Study revealed
Countless reasons for success
We identified the
Top 10
after interviewing over 100 dealers

7. Internet Sales 4.0:
Traits of Top Performing Dealers
15-20%
closing ratio
14 – 15
sales per person
Sales Gross Average
~equal to floor
35% of Sales
from Internet appointments

8. Internet Sales 4.0:
What Drives Successful Dealers?
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9. Internet Sales 4.0:
Quality of Lead Response: 9.7
“I noticed you wanted the 3rd
row seat and would like a
value for your 2005 Chevrolet
Tahoe”
“I can help you with this right
away.

10. Internet Sales 4.0:

11. Internet Sales 4.0:
Sell the REPLY
Sell the CALL
Sell the APPOINTMENT
Sell the CAR

12. Internet Sales 4.0:
Adherence to a Written Process: 9.6
Plan Your
Work
&
Work Your
Plan

13. Internet Sales 4.0:
Middle Management Oversight/Buy-In: 9.2
There is no gross in an
Internet deal…
Why would I give a price
to some guy in an email?

14. Internet Sales 4.0:

15. Internet Sales 4.0:
Level of Accountability: 8.4
Great Internet
salespeople want
to be held
accountable…

16. Internet Sales 4.0:
Staff Training: 8.3
Train:
Daily…
Weekly…
Monthly…

17. Internet Sales 4.0:
Leads Per Person: 8.2
Right-Size
the Leads…

18. Internet Sales 4.0:
Senior Management Buy-In: 8.1
This means
SUPPORT!

19. Internet Sales 4.0:
Tracking & Measurement: 7.3
Measure Everything…
(Great Salespeople like Report Cards)

20. Internet Sales 4.0:
Speed of Lead Response: 6.1
Speed and Quality
go together

21. Internet Sales 4.0:
Quality of Online Merchandising: 5.2
The CAR is
the STAR…

22. Internet Sales 4.0:
It’s always about the CAR...
(or TRUCK or SUV)
Don’t forget your FREE sites…

23. Internet Sales 4.0:
The Surprises….
Lead Quality
Lead Mix
Social Media
Search

24. Internet Sales 4.0:
Social Media

25. Internet Sales 4.0:
It’s easy…

26. Internet Sales 4.0:
The Big 3

27. Internet Sales 4.0:
Putting the Secrets to
Work through Process

28. Internet Sales 4.0:
Mystery Shopping
www.Gmail.com
Login is dmccoig12@gmail.com
Password is checkmail12

29. Internet Sales 4.0:
EXERCISE: Quality Response Process Development

30. Internet Sales 4.0:
“Humanize”
so you can
“Personalize”

31. Internet Sales 4.0:
Read the Lead…
Bring the Prospect to Life
• Lead submitted: 12:51 pm
• Lead Source: Chrysler Dealership Website
• Customer Name: Michael Steckler
• Address: 328 Catalpa, Lexington, KY
• Phone: 859-239-6734
• Email: Msteckler@perkinsagency.com
• Vehicle: 2012 Chrysler 200 Stock # 5725
• Exterior: Summit White Interior: Black cloth
• Trade: 2005 Chevrolet Malibu 37,654 miles
• Comments: Can you tell me if you still have this 200 and what my Malibu
would be worth on trade?

32. Internet Sales 4.0:
How can we Personalize?
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________
________________________________________

33. Internet Sales 4.0:
Read the Lead
within first 2 minutes
Personalize message
in next 3 minutes
Call First - then Email
within 5 minutes

34. Internet Sales 4.0:
What’s your Connection Plan?

35. Internet Sales 4.0:
More Personal
means
More
Connections

36. PROCESS
Internet Sales 4.0:
Performance Relies On
Completing Every Single Step

37. Internet Sales 4.0:
100 %
Quality Tasks
100 %
Completion Rate
37
15

38. Internet Sales 4.0:
Actions You’d Take in First 2 Weeks To CONNECT
Day 1 Email___Phone___Mail___Text___Video___Who?_____________
Day 2 Email___Phone___Mail___Text___Video___Who?_____________
Day 3 Email___Phone___Mail___Text___Video___Who?_____________
Day 4 Email___Phone___Mail___Text___Video___Who?_____________
Day 5 Email___Phone___Mail___Text___Video___Who?_____________
Day 6 Email___Phone___Mail___Text___Video___Who?_____________
Day 7 Email___Phone___Mail___Text___Video___Who?_____________
Day 8 Email___Phone___Mail___Text___Video___Who?_____________
Day 9 Email___Phone___Mail___Text___Video___Who?_____________
Day 10 Email___Phone___Mail___Text___Video___Who?_____________
Day 11 Email___Phone___Mail___Text___Video___Who?_____________
Day 12 Email___Phone___Mail___Text___Video___Who?_____________
Day 13 Email___Phone___Mail___Text___Video___Who?_____________
Day 14 Email___Phone___Mail___Text___Video___Who?_____________

39. Internet Sales 4.0:
Add Up Your Total Tasks Per Person
______________ # of Tasks Identified
x ____________ Average monthly leads
= ____________ Total Tasks monthly

40. Internet Sales 4.0:
Ask Yourself…
Will we REALLY
complete that many tasks?

41. Internet Sales 4.0:
Fewer tasks
completed
Every time
are better than

42. Internet Sales 4.0:
More tasks completed
Half the time

43. Internet Sales 4.0:
Not sure what your
CONNECTION PROCESS
should be?

44. Internet Sales 4.0:
Try This:
3 Day Personal Push
Two Week Press
Nurture Marketing

45. Internet Sales 4.0:
3 Day Personal Push Two Week Press
Day 1 Day 2 Day 3 Day 5 Day 8 Day 11 Day 14
Personal Personal Manager Personal Personal Personal Personal
Call Call Call Call Call Call Call
x2
Personal Personal Manager Quick Hello Survey New Info Bridge Building
Email with Email Email Email Email Email Email
Price
Delete the Tasks you don’t see as High Value

46. Internet Sales 4.0:
Nurture Marketing
Until they buy or unsubscribe
Weeks 3 - 6 Week 7 & forever
Personal
Personal Call 1x mo for 3
Call
months
New Info Specials
Email Email eNewsletter

47. Internet Sales 4.0:
Use These Ideas to
Review Your Own
Process

48. Internet Sales 4.0:
Situational Processes You’ll Need Once You Connect
– Contact made –
appointment set
– Contact made –
no appointment
– Appointment –
no show
– Appointment show –
unsold
– Etc

49. Metrics Review:
Internet Sales 4.0:
Monthly Metrics Overview

50. Internet Sales 4.0:
Monthly Lead Source Performance

51. Internet Sales 4.0:
Analyze leads through in 3 key areas
A key metric is cost per vehicle sold

52. Internet Sales 4.0:
Month over month comparison

53. Internet Sales 4.0:
Metrics Internet
Performance Summary

54. Internet Sales 4.0:
Want a free Metrics Report?
Contact us at info@kainautomotive.com and
we will set you up with our progressive
Metrics report so you can manager your
Internet / BDC Return on Investment

55. Internet Sales 4.0:
Don’t forget about our 7th Annual
Clients & Friends Workshop
November 14 – 16 in Lexington, KY
visit www.AutomotiveDigitalSuccess2012.eventbrite.com
for all the details

56. Internet Sales 4.0:
Q&A
56

57. Internet Sales 4.0:
Free Online Resources
Sign up for our eNewsletter at
www.kainautomotive.com www.kainautomotive.com
www.kaintoolkit.ning.com
www.kainautomotiveideaexchange.com
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58. Internet Sales 4.0:
Thank You!
David Kain
859-533-2626
david@kainautomotive.com