What Customers Don't Want From Your Dealership
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Presented by Kelly Holloway, Marketing Manager of ActivEngage on March 31st, 2014. Learn what today's consumers don't want from your dealership when they are looking to buy a vehicle.
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What Customers Don't Want From Your Dealership
- 1. Copyright 2014 All Rights Reserved. What Customers Don’t Want from Your Dealership Kelly Holloway Marketing Manager, ActivEngage, Inc.
- 2. Copyright 2014 All Rights Reserved.
- 3. Copyright 2014 All Rights Reserved.
- 4. Copyright 2014 All Rights Reserved.
- 5. Copyright 2014 All Rights Reserved.
- 6. Copyright 2014 All Rights Reserved.
- 7. Copyright 2014 All Rights Reserved.
- 8. Copyright 2014 All Rights Reserved. Where to Start???
- 9. Copyright 2014 All Rights Reserved. What’s Your Strategy? DMS CRM Website BDC Ads Sales Team Fixed Ops
- 10. Copyright 2014 All Rights Reserved. What’s Your Strategy? Your Shoppers CRM Sales Team BDC Social Media Website Fixed Ops Ads DMS
- 11. Copyright 2014 All Rights Reserved. Dealer First
- 12. Copyright 2014 All Rights Reserved. Customer First
- 13. Copyright 2014 All Rights Reserved. Dealer First
- 14. Copyright 2014 All Rights Reserved. Customer First
- 15. Copyright 2014 All Rights Reserved. Dealer First
- 16. Copyright 2014 All Rights Reserved. Customer First
- 17. Copyright 2014 All Rights Reserved. Dealer First
- 18. Copyright 2014 All Rights Reserved. Customer First
- 19. Copyright 2014 All Rights Reserved. Where to Start. 1. Sales 2.0 2. CRM Enrichment 3. Testing 1,2,3 4. Go Mobile 5. Use Business Intelligence
- 20. Copyright 2014 All Rights Reserved. Sales 2.0
- 21. Copyright 2014 All Rights Reserved. Sales 2.0
- 22. Copyright 2014 All Rights Reserved. CRM Enrichment
- 23. Copyright 2014 All Rights Reserved. Continuously Test Your Site
- 24. Copyright 2014 All Rights Reserved. Continuously Test Your Site
- 25. Copyright 2014 All Rights Reserved. Continuously Test Your Site
- 26. Copyright 2014 All Rights Reserved. Continuously Test Your Site
- 27. Copyright 2014 All Rights Reserved. Continuously Test Your Site Calls to Action Landing Pages Images Headlines Special Offers Colors Forms
- 28. Copyright 2014 All Rights Reserved. Go Mobile Act I Act II Act III
- 29. Copyright 2014 All Rights Reserved. Go Mobile
- 30. Copyright 2014 All Rights Reserved. Business Intelligence
- 31. Copyright 2014 All Rights Reserved. Business Intelligence
- 32. Copyright 2014 All Rights Reserved. Hold Vendors Accountable
- 33. Copyright 2014 All Rights Reserved. Where to Start. 1. Sales 2.0 2. CRM Enrichment 3. Testing 1,2,3 4. Go Mobile 5. Use Business Intelligence
- 34. Copyright 2014 All Rights Reserved. Customer First.
- 35. Copyright 2014 All Rights Reserved. Thank you! ActivEngage.com/Blog Connect with Me: Kelly.Holloway@activengage.com (321) 441-7713 @ActivEngage
Editor's Notes
- Let’s face it. Today’s shoppers suck. It was much easier to sell a car back in the day. Insert story about first car ever sold. Still remember the guys name. Walked onto the lot…..
- They are quick to judge. Making decisions about whether to buy from you in a split second.
- They want everything and they want it now!
- They do more research than ever. 24 touch points on average to be exact according to Google.
- AND they want you to be available on multiple platforms. According to google, 35% of auto shoppers in 2013 used their mobile device to research info about cars/trucks.
- To be honest, chasing the modern shopper can be exhausting. Where the hell do you start? Do you advertise on all touch points listed by Google? Do you add every digital vendor possible to your budget?
- Does your marketing and branding strategy look like a picture my 4 year old drew the other day on his iPad? No single direction. Various processes cut up and put in place.
- Or is your strategy laser focused at driving more visits to your physical location? No matter the process, vendor, tool, etc – they should all put your SHOPPER as the center focus. When you put the shoppers goals above your own – you strike gold.
- First three questions shoppers ask: Where am I? What can I do here? Why should I do it? Home page of a toyota site. Coupon for $100 off – how do you know I am even looking for a car? You don’t! Too many options means they wont do anything. Who is going to give all their contact information before they chat? Chat is supposed to be anonymous – why even try to ask? So much to look at. Where do I even start?
- Based on Google Analytics results in terms of pages that were the most viewed on the old site, Cole Automotive restructure their home page to provide the three most common options. Rule of three. Any more than three and they wont choose. Also in the world of google, they added the search bar. Brilliant. Dealer eProcess website.
- Why do I have to see the paper when I am already on your website? Cant I just click this image and find the details?
- Customers ask 3 things when the visit a website. Where am I? What can I do here? Why should I do it? This banner helps answer #3 - Why should I buy from you? Because America voted this store the best Toyota dealership to work with for the past 50 years! What a reputation!
- Why do you need their address, city state zip? What does message text mean?
- Asks only for information necessary to follow up on request. Even gives option of contact. Would change the Submit button to “request Information” or “Send Request”. No one wants to submit to anything. Also instead of comments – change to Questions? or I am looking for this information…
- All caps subject line – BOO! This was the first email we received back regarding an online inquiry from a dealership. The shopper didn’t provide a phone number for a reason, probably because they just wanted their questions answered.
- Providing value you to the customer as to why it is important to speak over the phone rather than via email. I had mentioned wanting info about specials on a new honda civic.
- CRM should store all of your customer data and be easily useable by your team. Segmentation Custom templates
- Zone in on the areas people where looking. Notice they didn’t look at anything really that good to keep them on the site. You new vehicle search is not anywhere in the view. Do see service and parts, most likely because chat button was blue and stood out on the page since everything else was red.
- Change color of chat graphics, location of video, added some additional buttons below the banner for quick links. Still crowded, but certainly an improvement.
- Answers two of three questions: Where am I? What can I do here? Why should I do it? Still know how to reach you, but also what they can do on the site. Seen a decrease in their bounce rates and increase in page views.