Going Beyond Selling Carsto Win Clients
Market share                             Market Share - 201125,00%         19,5%20,00%                 15,1%15,00%        ...
Market volume          Market Volume - 2011760.000 units        Other Brands          684.000                         PEUG...
Results4,2%                  InBound Lead´s Records / Sale                        Conversion Rate2,68%                    ...
How did we get here?             The 5 year program                 that broke     4 times Peugeot´s worlwide record.
New cars              In   Leads generation     &              Post sale   Leads            -servicesmanagement           ...
Dealers play a key rolein critical touch points
A program to foster           the dealer s network• Developing a customer oriented culture• Handing them the tools  (know-...
The tool box                 CRM program   CustomerDirect Mkcampaigns                      Interactive                    ...
Launching the Crossover 3008 Model
Peugeot 3008 modelLeads management               Seduction                                               Appreciation     ...
Presenting the programto Dealer´s employees    Welcome pack
TRAINING OF MEMBERS OF THE PROGRAM        AND SALES MANAGERSCAPACITACIÓN BRINDADA POR PEUGEOT Y CLIENTING GROUP TRABAJANDO...
WEBANALYSIS
Providing dealers    with data formeasuring his market
General market informationBy Brand                  By model              By Brand             & category
Dealer s sales performanceBy modelBy location         By location
Dealer s sales performance Dealer´s Sales vs  others        An area                invaded                by other        ...
Customer Profile                                                               Gas type vs                                ...
Loyalty & relationship atributes                        Clients by                      Loyalty degree
Dealer loyalty & conquist rate          2010 vs 2011
Loyalty & relationship attributes            FRM formula
Loyalty & relationship attributes                  +                  probabilty                                 Hot   Tim...
Provinding dealers  with hot leads
3.9MM    446M5.6 MM   552M
LEADS Sources                      Landing Page                      20,159 Leads                                     Cust...
Data in/out• Sales form• ADEFA (National AutomovilProducers Ass)• Call Center•Relational Program.•External DBs•Web/Social ...
Purchase behavior Pattern analysis
Purchase period                                                                                PURCHASE PERIOD            ...
Communications
Examples of Dealer s campaigns
ResultsFrom 5 campaigns of the brandper year…..to more than 300 done by dealers     5 VECES MAYOR a la de Peugeot a nivel ...
INDEXES 91 % of the net possesses Costumer relationship pilot (PRC) designated. 82 % of them active in the program.99% of ...
Leads to Sales in the DB               $42,086,000     POC attributable Sales$11,601,000                    $522,000      ...
How each channel performed                      Convertion rate by channel  4,0%  3,5%                    3,6%  3,0%  2,5%...
Results4,2%                  InBound Lead´s Records / Sale                        Conversion Rate2,68%                    ...
ThanksFernando PeydroCEO Clienting GroupBuenos Aires-Argentinawww.clienting.com.arfpeydro@clienting.com.ar    @PeydroFer
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Going Beyond Selling Cars to Win Clients

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Going Beyond Selling Cars to Win Clients

  1. 1. Going Beyond Selling Carsto Win Clients
  2. 2. Market share Market Share - 201125,00% 19,5%20,00% 15,1%15,00% 12,9% 12,6% 9,8% 9,4%10,00% 6,6% 4,8%5,00% 3,9% 3,0% 2,3%0,00% Otros
  3. 3. Market volume Market Volume - 2011760.000 units Other Brands 684.000 PEUGEOT 76.000 10%
  4. 4. Results4,2% InBound Lead´s Records / Sale Conversion Rate2,68% 0,5% OutBound Lead´s Records / Sale Conversion Rate 5 times higher than Peugeot´s worldwide 5 VECES MAYOR a la de Peugeot a nivel Mundial.
  5. 5. How did we get here? The 5 year program that broke 4 times Peugeot´s worlwide record.
  6. 6. New cars In Leads generation & Post sale Leads -servicesmanagement -parts Out -boutique
  7. 7. Dealers play a key rolein critical touch points
  8. 8. A program to foster the dealer s network• Developing a customer oriented culture• Handing them the tools (know-how+data + technology+ incentives)
  9. 9. The tool box CRM program CustomerDirect Mkcampaigns Interactive center 5,6MMLeads & claims website
  10. 10. Launching the Crossover 3008 Model
  11. 11. Peugeot 3008 modelLeads management Seduction Appreciation Conquist Mailing Version 1 CCC Lead Qualification form Meetings Hot Leads Mailing Version 2 E-mailing Invitation Coordination toTest Drive Landing Page Ordinary Test Drive at Dealers Facilities CCC Exclusive offer Answering questions about Exclusive Mailing the 3008
  12. 12. Presenting the programto Dealer´s employees Welcome pack
  13. 13. TRAINING OF MEMBERS OF THE PROGRAM AND SALES MANAGERSCAPACITACIÓN BRINDADA POR PEUGEOT Y CLIENTING GROUP TRABAJANDO CON UN SIMULADOR DE BD.
  14. 14. WEBANALYSIS
  15. 15. Providing dealers with data formeasuring his market
  16. 16. General market informationBy Brand By model By Brand & category
  17. 17. Dealer s sales performanceBy modelBy location By location
  18. 18. Dealer s sales performance Dealer´s Sales vs others An area invaded by other dealer.
  19. 19. Customer Profile Gas type vs Model vs Genre Genre Por Genero y Modelo Por Genero y CarburantePor Genero y Deporte Preferido By Sport
  20. 20. Loyalty & relationship atributes Clients by Loyalty degree
  21. 21. Dealer loyalty & conquist rate 2010 vs 2011
  22. 22. Loyalty & relationship attributes FRM formula
  23. 23. Loyalty & relationship attributes + probabilty Hot Timing for prospecta new potential sale - time + 3 years 5
  24. 24. Provinding dealers with hot leads
  25. 25. 3.9MM 446M5.6 MM 552M
  26. 26. LEADS Sources Landing Page 20,159 Leads Customer loyalty programme 1,528 Leads CustomersContact Center 2,138 Leads
  27. 27. Data in/out• Sales form• ADEFA (National AutomovilProducers Ass)• Call Center•Relational Program.•External DBs•Web/Social Media•Events•Etc.
  28. 28. Purchase behavior Pattern analysis
  29. 29. Purchase period PURCHASE PERIOD 86% Sales detected Leads 77% Sales detected Campaign25% 24% 20%20% 16% 16%15% 15% 13% 11%12% 11% 11%10% C 9% 8% 6% 6% 5%5% 4% 3% 3% 2% 2% 2% 1%0% 0 a 30 31 a 60 61 a 90 91 a 120 121 a 150 151 a 180 181 a 210 211 a 240 241 a 270 271 a 300 301a 330 Campañas Leads
  30. 30. Communications
  31. 31. Examples of Dealer s campaigns
  32. 32. ResultsFrom 5 campaigns of the brandper year…..to more than 300 done by dealers 5 VECES MAYOR a la de Peugeot a nivel Mundial.
  33. 33. INDEXES 91 % of the net possesses Costumer relationship pilot (PRC) designated. 82 % of them active in the program.99% of data completion in the sales form.52% of them includes e-mail address
  34. 34. Leads to Sales in the DB $42,086,000 POC attributable Sales$11,601,000 $522,000 Dealer margin Lost sales (unexplodeds leads & prospects)$3,987,000 $179,000 Lost dealer margin
  35. 35. How each channel performed Convertion rate by channel 4,0% 3,5% 3,6% 3,0% 2,5% 2,0% 2,2% 1,5% 1,8% 1,0% 1,4% 1,4% 0,5% 1,0% 0,8% 0,9%0,5% 0,0% Phone Mail Email Dealer Sales Other Dealer Total Sales
  36. 36. Results4,2% InBound Lead´s Records / Sale Conversion Rate2,68% 0,5% OutBound Lead´s Records / Sale Conversion Rate 5 times higher than Peugeot´s worldwide8,7 % Lead´s Records / Post sales Convertion Rate 5 VECES MAYOR a la de Peugeot a nivel Mundial.
  37. 37. ThanksFernando PeydroCEO Clienting GroupBuenos Aires-Argentinawww.clienting.com.arfpeydro@clienting.com.ar @PeydroFer

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