IS20G12 - Why Are You Still Selling Like 30 Years Ago? See How to Kill it with Technology - Bruce Polkes

1. Why Are You Still Selling like 30 years ago? See How to Kill it With Technology
Bruce Polkes
CEO
IntellaCar
brucepolkes@intellacar.com
Title Sponsor

2. If Your Dealership is Your Stage…
Are You Doing Shakespeare or Hamilton??!!
Times Have Changed.
You must Change with the Times!

3. Times Have Changed!

4. Times Have Changed!

5. Times Have Changed!

6. Times Have Changed!
Why Are You Still Selling like 30 years ago?
Today’s customers demand a better buying experience!
Customer Experience Matters!

7. Would you pull out your favorite
8-track tapes?
Times Have Changed!

8. How about a dial phone?
Times Have Changed!

9. Aerial shots?
Times Have Changed!

10. Index cards  CRM
Times Have Changed!

11. Not just the technology, but also your
process and approach
- Customer Experience is Critical
• Make it a key differentiator
Times Have Changed!
Source: EY Automotive

12. 73% of consumers say Personal Connections are important!
Build a Personal Connection!
Source: Cox Automotive 2017
You should provide opportunities for a personal
connection between salespeople and consumers

13. Retail Expectations have changed!
• Get out from behind the counter!
• Literally and Figuratively
• Share what you have!

14. Retail Expectations have changed!
• Think about the Customer Experience at other retailers
• Apple, Verizon, LensCrafters, Nordstrom, Panera!

15. Stop Hiding Information – Start Sharing Information
Information is Power!
• But the power is how you use it.
o Seeing is believing
o Behind the scenes vs. customer facing

16. Principles of Success
Key Principles
• Give to Get
• GIVE information to GET their information
• Transparent & Credible
• Build Value  Stop Talking About Price!
• Start at first contact: Bridge Online to Instore

17. Use Technology Throughout Your Process
– not just for generating leads
Throughout the Sales Process!
Pre-Showroom Showroom Follow-UpOnline
Online Guest Info Inventory Vehicle
Details
Purchase Delivery Sold/Unsold
Follow-Up

18. Sell More Cars, Make More Money!
Do The Math
• ?? leads x 50% appt rate x 50% show rate x 25% closing rate = 100 cars
• 1600 leads  800 appts  400 showroom  100 Sales
• $1500 Gross x 100 = $150,000
• 1600 leads x 60% appt rate x 75% show rate x 30% closing rate = ?? cars
• 1600 leads  960 appts  720 showroom  216 Sales
• $2000 Gross x 216 = $432,000

19. Sell More Cars, Make More Money!
E=MC2
• Effectiveness = More Cash2
• $ 150,000 vs. $ 432,000!!
• Be Efficient & Effective
Stop burning leads!

20. Case Study: Hall Honda
Can You Grow Volume AND Per-Vehicle Profit?
• You Bet!
• Since applying these strategies over 2 years ago, check
out the results!

21. Growth Continues Since the Start of This Approach – All Time
High!
2016- 2018
0
50
100
150
200
250
300
350
400
Hall Honda Unit Sales Trend by Month
Unit Sales
Launch
367

22. Unit Sales are up +71%
215
367
0
50
100
150
200
250
300
350
400
Monthly Unit Sales
Hall Honda
Monthly Unit Sales Growth
Pre-IC (2/16) Dec. 2018

23. PVR Front Gross is up +14%
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
Average Monthly Front Gross
Hall Honda
Front Gross Growth Comparison
Pre-IC (2/16) 2018
+14%

24. PVR F&I Gross is up +22%
$0
$5,000
$10,000
$15,000
$20,000
$25,000
Average Monthly F&I Gross
Hall Honda
F&I Gross Growth Comparison
Pre-IC (2/16) 2018
+22%

25. Show rates are up +20%
46%
55%
0%
10%
20%
30%
40%
50%
60%
Average Monthly Show Rate
Hall Honda
Show Rate Growth Comparison
Pre-IC (2/16) 2018
+20%

26. The top adopters significantly outperform others in unit sales
13.2
16.0
17.3
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Avg Monthly Unit Sales
Hall Honda
Top Users vs. Dealership Unit Sales Comparison
Dealership Average Nekecia Copling Kelsey Johnson
+31% +4 x 20 =
80cars

27. What Does it Look Like?
1. Lead Response
2. Showroom Visit
3. Comparison Question

28. What Does it Look Like?
1. Lead Response
L – Let them see you! Leverage video for a Virtual Introduction
E – Email relevant content
A – Appointment setting - Call to set, reference the information sent
D – Deliver on your commitments to be there on time, meet them in
person, greet them by name, have their vehicle prepared

29. Make them WANT to come in
Send a Personal Webpage with
selected vehicles
Make that personal connection!

30. Make them WANT to come in
Share information!
Show all the details
• Transparent & Credible

31. 3 Common Pain Points
Listen to the customer
Never leave them alone
Compare vehicles

32. Takeaways:
1. Let Technology work for you – stop fighting it
2. E=MC2 Efficient and Effective!!
3. Build Value – stop talking about price
4. Keep the personal connection! Earn trust (even
before they come to store)
5. Customer Experience is Critical & a Differentiator!
5 Key Takeaways

34. ENJOY THIS SESSION?
Post about it on social media using the hashtag #IS20G!
Share some love for your favorite speakers!
Contact Info:
Bruce Polkes
CEO
IntellaCar
brucepolkes@intellacar.com
Title Sponsor