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Similar to Gm eSummit 2012 David Kain breakout session
Gm eSummit 2012 David Kain breakout session
- 2. A Dealer’s Guideto Digital Success: 3 Strategies that Drive Results! David Kain President, Kain Automotive
- 3. Credentials § 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 & 2012 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
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- 5. Vehicle Sales Projections 300 Digital Sales 2012 x $2,000 Gross Average = $600,000 Digital Total 2012
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- 8. 3 Strategies 1 Proven Processes 2 The Right Structure 3 Skilled People
- 9. KainAutomotive Process, Structure &People Study Overarching Study Results § Processes § Structures § People
- 10. Strategy # 1 I need… A Proven Process
- 11. 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 Connect, Personal Email Handwritten Note Appoint 2nd Personal Call and Sell Personal Email
- 12. Two Week Press Day 5 Day 8 Day 11 Day 14 Quick Hello Email Personal Call New Info Email Personal Call Survey Email Orientation Email The Two Week Press is designed to keep the customer excited about the benefits of buying from your dealership.
- 13. Nurture Marketing Day 21 Day 28 Day 35 Day 42 Quick Hello Email Personal Call New Info Email Personal Call Survey Email Orientation Email Monthly Marketing Messages Until they Buy or Unsubscribe 1 x Month 2 x Month Specials or General Professional eNewsletter Marketing Email
- 14. KainAutomotive Study FOLLOW-UP TIMELINE 1to 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% Until they buy or unsubscribe 36%
- 15. Pre-Contact Checklist q Where did the lead come from? q Do I know this customer? Previous buyer? q What are they asking for? q Can I answer their question? q What should I focus on? q Should I call or email them? q What objections should I plan for?
- 16. Fundamental Tactics Sell the reply Sell the call Sell the visit Sell the car
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- 19. Strategy # 2 I need... The Right Structure
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- 21. KainAutomotive Study STRUCTURE Internet Salesperson 13% Internet Sales Team 20% Business Development Center 30% Hybrid – Internet Team & BDC 20% Internet Dealership 16%
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- 23. Structural Evolution Internet Internet Client Care Internet Salesperson Sales Team Center / BDC Dealership
- 24. “What’s Our JobDescription?”
- 25. Roles & ResponsibilitiesChecklist Handout
- 26. Select the RightCandidates
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- 28. Internet Lead Volume: ARule of Thumb Guide… § Full-time Internet salesperson A to Z § 60 - 80 leads per month depending on talent § Part-time Internet salesperson/Floor salesperson § Up to 40 fresh leads per month § Full-time Appointment Setter/BDC Specialist § Up to 150 fresh leads per month (not including inbound calls)
- 29. Handout – Manager’sDrive Results Our Managers…. Please check all that apply q Are actively involved in developing our Internet business q Helped design our Internet Sales Process for each department q Outline goals and objectives monthly and measure results q Are actively involved in our Internet Marketing actions q Have designed pricing actions that are consistent with our process q Oversee their inventory on the website like they do the sales lot q Update their online specials each month q Review the competitive marketplace and generate new Internet ideas q Review lead sourcing and determine where to spend their budget q Are a key reason why we are having Internet sales success Total Points = 10 Points for each check mark 29
- 30. My Role Asa Manager Has Changed “…I supervise the Floor, the Phone and the Internet – with equal awareness and energy”
- 31. Design the BestStructure For Your Dealership
- 32. Strategy # 3 I need… Skilled People
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- 34. Key Qualities § Great salesperson § Adapts easily to technology § Great communicator § Great typing/texting skills § Strong product knowledge § Quality presenter 34
- 35. KainAutomotive Study EXPERIENCE LEVEL 6months 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%
- 36. Student of theInternet
- 37. Click Where YourCustomers Click
- 38. 100% of your OPPORTUNITIES willcome from your MARKETING
- 39. 100% of your RESULTS will come from your PROCESS
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- 41. Thank You! David Kain President, Kain Automotive 859-533-2626 cell/text david@kainautomotive.com
- 42. Select Your NextWorkshop! Idea Exchange Converting Digital Social and Dealer Workshops Leads Marketing Reputation Executives Management 1:45 PM – 2:30 PM Crafting a Quality Using Mobile to Driving a Winning Five Most Response Capture, Convert Online Reputation Important Digital and Retain Reports for Matthew Belk Customers Jack Simmons Dealers Better Car People Cars.com Ben Anderson Jared Hamilton AutoMotion TV Driving Sales.com Refer to your eSummit 2012 Conference Information form for workshop locations.