Connect the Online and Offline experience to Empower Women Car Buyers Today?s woman car buyer is empowered with a plethora of information at her fingertips which guides her throughout the car buying process. However, the online process doesn?t always seamlessly transition to what she experiences offline. This session will identify the expectations of today's woman car buyer and identify ways to remove the disconnects in the process that have the potential to derail her confidence and slow her progress toward the sale.

1. Connect the Online and Offline
Experience to Empower
Women Car Buyers

2. Consumer Empowerment

3. Anxiety
Today’s Car Buyer has Mixed Emotions
about the Car Buying Process

4. Consumer Pain Points
Convenience Transparency Validation
“I did my research before going
to the dealership, but I ended
up buying a different car. I think
I paid too much – the dealer
didn’t show me any information
to prove the price was good.”
“I wish I knew how much the
dealer was making on the car.
Then, I could give them a fair
commission but still get a good
price. Not knowing makes me
trust them less.”
“I didn’t like the handoff. I had
to give them the same
information over and over
again, like I was starting over.”
“I really don’t like the waiting.
I don’t like the way they put
me off.”
Customization
“I didn’t like the way they tried
to push me into a car I didn’t
want.”
“I felt like I was on a conveyer
process. The whole process
was about them, not me.”
“They kept bringing up things I
didn’t care about.”
“There was no financial
explanation at all, and it
seemed like my payment came
from some mystery algorithm,
because they did the math in
the other room.”
“Unless you ask all the
questions, they don’t tell you
what you should know.”
“I would have trusted the dealer
more if they had given me a
roadmap or menu showing all
aspects of the deal.”

5. Right Vehicle
Right Dealer
Right Price/Deal

6. Consumers use Online Research to Empower
themselves and to Inform and Validate their Decisions
Vehicle Info, Photos,
Reviews
Ratings/Reviews, Inventory,
Salespeople Profiles
Vehicle Pricing, Mkt Supply, 3rd Party
Benchmarks, Dealer Offers, Calculators
Right Vehicle Right Dealer Right Price/Deal

7. Top Dealers build off the online experience, to deliver a
Superior in-store experience
Vehicle Info, Photos,
Reviews
Ratings/Reviews, Inventory,
Salespeople Profiles
Vehicle Pricing, Mkt Supply, 3rd Party
Benchmarks, Dealer Offers, Calculators
Right Vehicle Right Dealer Right Price/Deal
ONLINE
Product Knowledge/
Consultation
Efficient and
Streamlined Process
Transparency,
Price validation, Value
OFFLINE

8. …and as a result Experience Higher Close Rates
Source: Dealer Performance Data
115%
Higher Close Rates
than the Competition

9. Best Practices of Top Performing Dealers

10. Consumer Decision:
Am I buying the Right Vehicle?

11. Consultative Approach to Vehicle Selection
“We have product specialists that work
with the customers (especially with
technology)”
- Subaru Dealer (Maryland)
“I was asking a lot of questions and he was
specific and detailed with his answers. He
explained to me why I might want certain
features, especially in our Chicago winters,
which I appreciated. It wasn’t like he was
trying to upsell me or anything.”
- Consumer
Same Make, Model
and Trim
33%
Same Make, Model
44%
Same
Make only
10%
Different make
13%
NEW Vehicle Purchased by
TrueCar Prospects
67% of consumers buy a different vehicle than they originally purchase. Top Dealers use their product
knowledge/expertise to consult them on the right vehicle.

12. Consumer Decision:
Am I buying from the Right Dealer?

13. Superior understanding of the consumer path
Top dealers have
nearly 80% more
salespeople
trained on the
TrueCar platform
Source: Dealer Performance Data

14. Expedited Process
2.5X
Faster response than the
competition
Top Performing 20 mins
Competitors 52 mins
1st Custom Response Time
Source: Mystery Shops

15. Personalization
Top dealers are more likely to call before email.
79%
send a Custom Email vs.
66% of the Competition
Top Performing Dealers are more likely to send a customized email or call the customer
Source: Mystery Shops

16. Leverage the Consumer Path and Affiliations
robert@email.com
(555)500-5000
120 Broadway St.
Santa Monica, CA 90401
Robert Smith
Example Call:
“Hi Major Smith. This is Travis
Pennington, the USAA representative
here at Hometown Nissan. I want to
thank you for choosing the 2015 Nissan
Rogue through the USAA car buying
program. It looks like we have one in
Tan and White like you selected…”
Top Performing Dealers confirm consumer preferences and leverage their affiliations to trusted source

17. Consumer Decision:
Am I paying a Fair Price/Getting a Good Deal?

18. Transparent Philosophy
70%
Of Top Dealers will give a
price quote over the
phone
Source: Dealer Interviews
“Our process is designed to engage & include
the customer in every step of the process.
Transparency is our culture & the tools we use
in the sales process support transparency.”
- Honda Dealer (Salt Lake City)
“We have to be because of this day in age.”
- Chevrolet Dealer (Denver)

19. Pricing Strategy
Top Performing dealers
evaluate vehicle pricing
1.5x
More often than the average
dealer
 Vehicle pricing is in-line with the market
 Honor the price offers they provide to
consumers
 Avoid negotiating off TrueCar price offer
Source: Dealer Performance Data, Website Metrics, Survey Results and Dealer Interviews

20. Pricing Strategy
“Until recently our pricing strategy has been
lowest price for new cars. However, we recently
changed that strategy and have been focused
more on the TrueCar “curve” – fair market
pricing. The results have been far better gross
and volume has not yet been affected. “
- Nissan Dealer (Los Angeles)

21. Price Validation
Source: 2015 Strategic Vision NVES W1-W3
21%
14%
3%
Consumers think you Make They are willing to pay Actual Dealer Profit
Consumer Perception of Profit
Consumers assume dealers make more than they do, so validating price competitiveness is important

22. Price Validation
Consumers assume dealers make more than they do. Top Dealers use 3rd party benchmarks to help
validate the competitiveness of their price.

23. Alternative Offers
Top Performing Dealers are
26%
More likely to send a Custom
Offer to TrueCar prospects
Close rate increases by 32% when a manual offer is sent to a consumer.
Source: Dealer Performance Data

24. Value
Process Ownership Benefits People

25. Value I understand that our dealership may seem far away but here are a few
reasons why people make the trip out to us:
1. You will be dealing directly with either our General Manager or Sales
Manager who WON'T keep going back and forth with numbers.
2. Our TAX RATE is lower
3. We do not have ADVERTISING FEES on our INVOICES as Clark Country
dealerships do (ranging between $500-$1,000 depending on vehicle.)
4. We WILL NOT do the bait-and-switch on you; the vehicle we do the
numbers on will be the same vehicle when you get to us (our TRUECAR
PROMISE).
5. If we cannot come to an agreement we will fill your vehicle up to $50 for
taking the time to see us.
6. When you do purchase from us we will send you and a friend to THE
WINERY for either lunch or dinner on us.
7. Exclusive benefits from purchasing from a CERTIFIED TrueCar Dealership
including Auto Repair and Deductible Reimbursement
Building Value to
Encourage Visits from
Longer Distance
Customers

26. Value

27. Value

28. Thank You
kwise@truecar.com
818-618-0736
@kkwise11
www.truecar.com/pledge