The document discusses the results of "cyber shopping" 62 dealerships, finding that most had issues with their online presence and responsiveness that could negatively impact sales. It notes several dealers sent multiple generic emails in response to a quote request that would likely not engage customers. The document provides recommendations for dealerships to clean their databases, personalize email responses, and use marketing automation to better follow up with leads online.

2. What is your
current closing
ratio?

4. Cyber Shopping
• When was the last time you
shopped your dealership?
• If you were treated like that
would you buy?

5. I am Sorry

6. Actual Results
Reviewed 62 dealerships front page to
make sure they had:
• Quote form
• Credit Application
• Trade in Tool
• Local or 800#

7. Actual Results Page 2
Scanned their Dealership for online
presence and reputation:
• Over 80% had 100+ mistakes that are
negatively impacting SEO
Requested a quote:
• 38 replied to quote request
• 24 of you did not respond

8. Website Issues
• Is your site user friendly?
• How can people find what they want?
• Men will give you 7 seconds
• Woman will give you 11 seconds
If they cant find what they are looking for
they will go to your competition.

9. Website Review
QUOTE FORM
FINANCE FORM
TRADE IN FORM

10. Review Continued
AUTO RESPONDER?
RESPONSE TIME?
POWERLISTED?

12. Website Mistakes

14. Get a Quick Quote

15. This is a “Quick Quote”

16. Page 2

17. Page 3

18. Page 4

19. Do not use 800#’s

20. Online Credit Applications
• Consumers want to get Pre Approved
• Over 60% of people will leave the application
when asked for their social security number.
Are you currently buying credit leads?

23. v

24. Cyber Shopping Results
We shopped 62 of the dealers in
the room
• 38 Replied
• 24 did not
Over 50% of you completely
missed a sales opportunity

25. Good Follow Up

26. Great Job
• Elise Kephart of Sunset Honda
– Included video
– Special service offer
– Personalized
– Referrals
• Video

28. Why buy from “me”

29. Reply Responses Issues
• One dealer sent a 13 page eMail
• One dealer sent 4 emails in the first 60
seconds
– 3 were identical
– 1 was slightly different

30. Auto responders
• Get rid of them
–OEM requires them
–Need to use them
you need to
personalize the
email.

31. Actual Response
After submitting a request for a quote I received...
• 1. Auto response email- very generic
• 2. Second email to tell me someone is working on quote
• 3. Third email to ask me to reach out if I do not receive
quote (I also noticed the third email came from Josh (as
the first 2 did) but the contact info was for a Shane ? All
emails came w/ 5 minutes from the first.
3 generic emails with no info on the requested vehicle? Not
sure I would open a 4th.

32. Duplicate eMails
• Several of the dealers we cyber shopped
sent us duplicate emails
• Several sent us multiple emails within a
15 minute time span.
• One dealer sent an email from the GM
and then one from the Service Manager

33. Preview Window

34. Dealer or
Brand
Logo
Conversational
Copy
New Car Search
Links to
Website
Personalization
Call
Tracking
Number
Professional Email
Templates

35. Make sure your emails are Mobile-Enabled

36. Read Anyways
View on Computer
Unsubscribe
Delete it
7.60%
17.70%
18%
69.70%
If you get a mobile email that doesn’t
look good, what do you do?

37. • Email reformats
(adapts) for smaller
screens using media
queries
• Buttons are sized
for Apple interface
guidelines to
accommodate finger
gestures
• Phone numbers are
click-activated
• Text is resized to be
readable without
pinch and zoom
70%
of consumers
delete an email if
it looks bad on a
mobile device

38. Gmail is now fingerprinting
suspected SPAM
• Sending email address
• Domain Name
• Company name
• Phone number
• Address
3
8

39. 50% to 70% of your customer and
prospect database is comprised of:
3
9

40. 4
0
• Yahoo will be taking
dormant accounts and
reclaiming them.
• Need to purge inactive
email accounts.
• No activity for over a
year.

41. • 25 percent of all leads are never contacted by the
dealership
• Use email in addition to phone calls to reach leads
• Monitor email to ensure delivery
– (Gmail and Yahoo are problematic)

42. 41% of Leads
33% of Leads

43. •Put in place a plan to
follow up with all leads for
120 days
•Use marketing
automation
•Use email and phone
calls to reach out to them
•Offer a service special in
every email

44. Clean the prospect database
Remove all spam traps
Bad email addresses
Invalid email addresses
WARNING: Do NOT attempt to send out an email
blast to your old database without cleaning it

45. Jan Feb Mar Apr
14
23
1
New
Year’s
Special:
Free
Detail
Valentine’s :
Leasing
Offer

46. Internet leads have typically never been marketed to
for service.
• Cheaper & Faster
• Local Prospects
• More profitable
• Keeps them in your family
of customers
Advantages:

48. Jun Jul Aug Sep
Oil
Change
Battery Test
Tire Rotation
5
3
16
A Service- Cycle
Offering
E-mail
Coupons are
Cost-effective
and
Trackable

49. Don’t forget to include ALL makes and
models in your service coupons
• Bring in additional customers
• Reactivate dormant leads
• More profitable
• Keeps them in your family of customers

50. • Phone Ups
• Internet Leads
• Unsold Traffic
• Owner Retention
• Database Mining
• Referral and Lead Generation
The success behind a BDC is the combination of people, process and
execution ultimately leading to increased traffic:

51. Reports tell you which customers clicked through from the
email to your website and shows you what they looked at.

53. Peter “webdoc” Martin
941.756.1932 office
954.205.7716 cell
peter@cactusskydigital.com