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David Kain Fenabrave live presentation 8.16.12
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- 2. Creden,als David Kain • Owner of Kain Automo,ve, Inc., Automo,ve Sales Training specializing in Internet Sales and Automo,ve Business Development Centers • Dealer's Choice Award winner as the #1 Rated Internet Training Company 2008, 2009, 2010, 2011 & 2012 in Auto Dealer Monthly • Co-‐Founder and COO of FordDirect.com • 18 years automo,ve retail experience; Dealer partner in Jack Kain Ford – 12 years Dealer Principal • Served on 2000 Ford Na,onal Dealer Council • BBA in Marke,ng and Management from Eastern Kentucky University 2
- 3. Step 1 Create an Excep8onal Customer Experience Online and Offline 3
- 4. Car buyers love the Internet 4
- 5. The easier you make it… the more cars you will Sell 5
- 6. Online Shoppers want… Payments Price Trade Value Availability MPG Safety …and more 6
- 7. Help them and they will BUY! 7
- 8. Helping Internet Shoppers ü Respond quickly ü Build rapport ü Answer their ques,ons ü Provide valuable informa,on ü Describe your in-‐dealership process ü Invite them in for a test drive ü Make the visit a great experience 8
- 9. A great Process is the Best “Why Buy” 9
- 10. Create a great experience then… Adver8se it! 10
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- 12. Happy Buyers are Loyal Buyers 12
- 13. Step 2 A Proven Lead Handling Process 13
- 14. How do you manage... 50 prospects? 100 prospects? 500 prospects? One at a .me with genuine interest 14
- 15. Create a Smart Follow-‐up Process 15
- 16. 3 Day PERSONAL PUSH Day 1 Day 2 Day 3 New Lead Received Personal Call Manager Call Auto Response Email Quick Hello Email Manager Email Review the Lead 1st Personal Call Personal Email The 3 Day Personal Handwri[en Note / Text Push helps you 2nd Personal Call CONNECT, APPOINT & SELL 16 Personal Email
- 17. TWO WEEK PRESS Day 5 Day 8 Day 11 Day 14 Quick Hello Email Personal Call New Info Email Personal Call Survey Email Orienta8on Email The TWO WEEK PRESS is designed to keep the customer engaged mid-‐term 17
- 18. NURTURE MARKETING Day 21 Day 28 Day 35 Day 42 Marke8ng Email Personal Call New Info Email Personal Call Marke8ng Email Orienta8on Email Monthly Marke8ng Messages Un:l they Buy or Unsubscribe 1 x Month 2 x Month Professional eNewsle[er Specials or General Marke8ng Email 18
- 19. KainAutomo,ve Study FOLLOW-‐UP TIMELINE 1 to 10 days 4% >10 days 60 days 8% >60 days to 90 days 16% >90 days to 120 days 20% >120 days to 2 years 16% Un8l they buy or unsubscribe 36%
- 20. Step 3 The Right Structure for Growth 20
- 21. There is no Right Structure or Wrong Structure Any will work 21
- 22. Your Sales Team? OR 22
- 23. Structural Evolu8on Internet Internet Client Care Internet Salesperson Sales Team Center / BDC Dealership 23
- 24. KainAutomo,ve Study STRUCTURE Internet Salesperson 13% Internet Sales Team 20% Business Development Center 30% Hybrid – Internet Team & BDC 20% Internet Dealership 16%
- 25. Key Quali8es …of successful Internet Salespeople Great salesperson Adapts easily to technology Great communicator Great typing/tex,ng skills Strong product knowledge Quality presenter on video 25
- 26. KainAutomo,ve Study EXPERIENCE LEVEL 6 months or less 0% >6 months and 1 year 6.7% >1 year to 2 years 13.3% >2 years to 5 years 20% >5 years to 10 years 36.7% More than 10 years 23.3%
- 27. “My role as a manager has changed…” “I supervise the Floor, the Phone and the INTERNET – with equal awareness and energy” 27
- 28. Step 4 Tac8cs that Sell the “Visit” & Sell the “Car” 28
- 29. EXCELLENCE IN EVERY COMMUNICATION 29
- 30. Sell the REPLY ask a ques:on Sell the CALL save them ,me Sell the VISIT inspire a drive Sell the CAR make it special 30
- 31. Sell the REPLY – ask a ques:on “I have the informa:on you asked about and wanted to ask you a ques:on or two to make sure I provide you the best value.” By Voicemail I am glad you like the Subaru. What kind of vehicle do you drive now? By Email I received your request for informa,on wanted to see if you’d like me to text you a video? By Text 31
- 32. Sell the CALL – Save them :me “I just checked our inventory and a vehicle just like you asked about is available. Would a phone call be good for you for a quick discussion?” By Voicemail A quick phone call will help you learn everything about the vehicle and we can make sure it’s the right one. Will that work for you? By Email If it’s easier I’d be glad to give you a quick call to go over the specs and make sure we have the right vehicle for you. Sound ok? By Text 32
- 33. Sell the VISIT – inspire a drive On a Live Call “We have a Special Internet Process The vehicle will be ready when you arrive We will show you the features and let you take a drive Provide you our Special Internet Price/Trade/Payments If you like it you can buy it or just think about it 33
- 34. Sell the CAR – make it special 34
- 35. Certainly Thank You I would be happy to I apologize My Pleasure I am glad you called Right Away I understand Please allow me… Talk Pretty 35
- 36. Video is really easy Let’s make one real quick 36
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- 38. Step 5 Digital Marke8ng Tac8cs for the Best Quality Leads 38
- 39. More People ShopYour Dealership Online than they do Offline 39
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- 43. Is it easierto Google or Yahoo? 43
- 44. Is it easierto Google or Yahoo? 44
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- 49. 3 Keys toVehicle Listings Quality Photos Motivating Descriptions On the Market Pricing 49
- 50. Live Chat & Trade Value 50
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- 53. Mobile Sites and Apps 53
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- 55. Social Media 55
- 56. 100% of your OPPORTUNITIES will come from your MARKETING
- 57. 100% of your RESULTS will come from your PROCESS
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- 59. Muito Obrigado! David Kain David@KainAutomo,ve.com or 859-‐533-‐2626 cell/text