It's the lead to appointment show with your host, joe webb


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Here is the presentation from the Digital Dealer Conference 9 session titled "It's the Lead to Appointment Show with your host, Joe Webb" courtesy of Joe Webb - DealerKnows Consulting.

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  • How many of you have something like this on the wall at your dealership or have seen it in a book sitting in your coffee room shelf? Most of us are familiar with the road to a sale: The property meet and greet Needs analysis Selecting the vehicle Product pitch and test drive Trade-in evaluation Asking for the business Negotiating and closing the deal Etc. But take a look at how closely these same steps align with what our top dealerships are doing online.
  • After utilizing the information in your communication with the customer, go above and beyond. Think outside the earthly limitations set upon your internet department. Ask them how they’d like to be contacted. Sure – you always ask email or phone. For email, ask them if you can continue to send them updates on incentives as they change – this allows you to follow up long-term. And send them video messages. A webcam costs $30 and it takes 30 seconds to send a personal video message – if your CRM can’t support video, either drop them for being behind the times or use a free site that does it for you. For phone, tell them that sometimes time is of the essence and, in rare occassions, you get in the perfect vehicle for them. Ask if it would be okay to call them about inventory changes and special discounts available to them. Ask them if they want to chat. Sir, Miss, Madam, Angelina, if you are like many of my customers, you want your information fast – if you ever have a question, know that you can simply IM me and we can chat at anytime – (even if you don’t employ a chat software – you can use free ones.) And offer to video chat. Sir, Madam, Miss, Angelina, I know that often it is important that you feel comfortable with the person you are dealing with, especially for something as important as a new car – I can gladly communicate with you through video chat at your discretion – We use skype or oovoo. Both are free to your dealer and you cannot understand the power of video chatting a prospect until you do it. Closing ratio is better than anything I’ve ever tried.
  • It's the lead to appointment show with your host, joe webb

    1. 1. It’s The Lead to Appointment Show With your host, Joe Webb
    2. 2. The Game <ul><li>Two Teams </li></ul><ul><li>Where the Game is Played: Online and On the Phone </li></ul><ul><li>Rules: One Team submits a Lead. Second Team responds. Communication continues until Team #2 builds enough value to convince Team #1 to purchase. </li></ul>
    3. 3. Selling Selling = Appointment Appointment =
    4. 4. Meet and Greet
    5. 5. Needs Analysis
    6. 6. Selecting the Vehicle
    7. 7. Product Presentation
    8. 8. Trade-In Evaluation
    9. 9. Ask for the Business
    10. 10. Negotiation
    11. 11. Make the Sale
    12. 12. Delivery
    13. 13. Do it Consistently
    14. 14. If you don’t…
    15. 15. <ul><li>Meet and greet </li></ul><ul><li>Needs analysis </li></ul><ul><li>Selecting the vehicle </li></ul><ul><li>Product presentation </li></ul><ul><li>Trade-In evaluation </li></ul><ul><li>Ask for the business </li></ul><ul><li>Negotiation </li></ul><ul><li>Make the Sale </li></ul><ul><li>Delivery </li></ul>Control the Customer. Control the Lead. <ul><li>Meet and greet </li></ul><ul><li>Needs analysis </li></ul><ul><li>Selecting the vehicle </li></ul><ul><li>Product presentation </li></ul><ul><li>Trade-In evaluation </li></ul><ul><li>Ask for the appointment </li></ul><ul><li>Make the appointment </li></ul><ul><li>Get the appointment in the door </li></ul>Online Road to the Sale Road to the Sale
    16. 16. When the Lead Enters <ul><li>AUTO-RESPONDER </li></ul>Elicit Contact or Turn it Off
    17. 17. Time Vs. Quality <ul><li>How do you read your email? </li></ul>
    18. 18. Quick Question <ul><li>Hello Beth, </li></ul><ul><li>This is Joe Webb from ABC Motors and I am the Internet Sales Manager here. I have two quick questions while I‘m checking our inventory for the vehicle you desire, I was wondering... </li></ul><ul><li>1 - What color would you NOT consider? </li></ul><ul><li>and </li></ul><ul><li>2 - Is test driving the vehicle important to you? </li></ul><ul><li>Let me know and I will get back in touch with you shortly. You can also call me if you need me immediately @ 555.555.5555. </li></ul><ul><li>Joe Webb </li></ul><ul><li>ABC Motors </li></ul><ul><li>Sent via Blackberry by AT&T </li></ul>
    19. 19. Quick Question (Pre-Owned) <ul><li>This is Joe Webb from ABC Motors and I am the Internet Sales Manager here. I have two quick questions while I'm checking our inventory for the vehicle you desire, I was wondering... </li></ul><ul><li>1 – Were you only looking at this exact vehicle or similar vehicles? </li></ul><ul><li>and </li></ul><ul><li>2 - Is test driving the vehicle important to you? </li></ul><ul><li>Let me know and I will get back in touch with you shortly. You can also call me if you need me immediately @ 555.555.5555. </li></ul><ul><li>Joe Webb </li></ul><ul><li>ABC Motors </li></ul><ul><li>Sent via Blackberry by AT&T </li></ul>
    20. 20. Before your send your 1 st personal response, It’s Time to Play…
    21. 21. Deconstruct the Lead <ul><li>Name: Terry McGooden </li></ul><ul><li>Address: 2201 Chicago St. Chicago, IL </li></ul><ul><li>Source: Dealer Website </li></ul><ul><li>Time Submitted: 2:01 am </li></ul>
    22. 22. Deconstruct the Lead <ul><li>Name: Bill Pershant </li></ul><ul><li>Vehicle Desired: 2010 Ford Taurus </li></ul><ul><li>Trade In Info: 2005 Toyota Corolla 111,000 miles </li></ul><ul><li>Email Address: [email_address] </li></ul>
    23. 23. Deconstruct the Lead <ul><li>Stephanie Rockefeller </li></ul><ul><li>Email Address: [email_address] </li></ul>
    24. 24. Places to Learn More <ul><li>Linkedin </li></ul><ul><li>Google </li></ul><ul><li>Spokeo </li></ul><ul><li>Facebook/Myspace/Twitter </li></ul><ul><li> </li></ul><ul><li> </li></ul>Spend the Time
    25. 25. Point of Contact
    26. 26. Point of Contact
    27. 27. Website Inventory <ul><li>What is something you can write when a lead is submitted from here to separate yourself from others? </li></ul><ul><li>Thanks for your inquiry. </li></ul><ul><li>The internet price is… </li></ul><ul><li>I see you’ve found the perfect vehicle while perusing our website. </li></ul><ul><li>No longer available. </li></ul>
    28. 28. Point of Contact
    29. 29. Chat <ul><li>How much time do you have to answer an inbound chat before the average customer gives up? </li></ul><ul><li>6 seconds </li></ul><ul><li>8 seconds </li></ul><ul><li>10 seconds </li></ul><ul><li>What’s chat? </li></ul>
    30. 30. Point of Contact
    31. 31. Trade Evaluator <ul><li>What is the most important piece of information you can include in the email when responding to this lead? </li></ul><ul><li>Price of the vehicle requested </li></ul><ul><li>Information regarding their trade-in value </li></ul><ul><li>Your contact info and directions </li></ul><ul><li>“ Probably a hunnerd bucks” </li></ul>
    32. 32. GM dealers…
    33. 33. What should you include in your first personal response? <ul><ul><li>Provide MSRP </li></ul></ul><ul><ul><li>Competitive Price (Showing the savings) </li></ul></ul><ul><ul><li>Alternate Vehicles (models as low as…/comparable used) </li></ul></ul><ul><ul><li>Link to Inventory </li></ul></ul><ul><ul><li>Link to “Get Pre-Approved Here” </li></ul></ul><ul><ul><li>Link to Customer Testimonials </li></ul></ul><ul><ul><li>Personal Video Message (or photo) </li></ul></ul>
    34. 34. Info Overload
    35. 35. Hurry Up and Wait 24 hours?
    36. 36. “ They’ll Take Advantage of You” Some other dealers, will not send you a price. They will appeal for you to come into their facility, before giving you the pricing you requested.
    37. 37. Lern 2 Spelll
    38. 38. <ul><li>Email </li></ul><ul><li>Phone </li></ul><ul><li>Chat </li></ul><ul><li>Video Chat </li></ul><ul><li>In Person </li></ul>Whatever It Takes
    39. 39. Call In the Box or On the Screen?
    40. 41. In what order should you ask these questions of your inbound calls? <ul><li>First name, Last name, Phone number, and Source </li></ul><ul><li>Phone number, First name, Last name, and Source </li></ul><ul><li>Source, Phone number, First name, and Last name </li></ul><ul><li>“ What car was that again? Oh, yeah…. It’s sold.” </li></ul>
    41. 42. The Process 1 st Email: Give them what they asked for with alternate options and a personal response. 2 nd Email: Sell yourself right away (with personal video message or picture) 3 rd Email: Sell your process 4 th Email: Sell your dealership 5 th Email: Sell your brand In all future contact, make sure to ask questions and offer them something special or interactive New Internet Lead On Hours Auto Response 1 Minutes After First Auto Response to all new and used internet leads - confirms receipt of lead.   Auto Response 1 Minutes After Credit Lodge 1st auto response from BDC agent.   Auto Response 6 Minutes After Qualifying letter attempting to get a quick response from the customer - hopefully converting them from price shopper to inventory shopper and a test drive appointment close.   Auto Response 3 Minutes After Credit Lodge email automatically being sent   Auto Response 4 Hours After Pre-owned Vehicle DealerToon being sent 4 hours after initial used car lead.   Auto Response 7 Hours After Trade-in DealerToon being sent 7 hours after initial lead.   Contact Customer 3 Days After Call customer if appt hasn't been set for secondary customer.   Contact Customer 5 Minutes After Credit Lodge - Call customer and schedule appt to visit after confirming credit information.   Auto Response 48 Hours After Why Buy from Arlington Toyota response sent at 48 hours   Auto Response 4 Days After 4 day automated email from ISM to all.   Hot Watch 6 Days After Send this customer your Why Buy from me template under your own name in the email template list. This is to go out at day 6. Don't be shy and send it.   Auto Response 7 Days After Pre-Sale Used Vehicle Survey - INT - 3 days   Auto Response 7 Days After Pre-Sale New Survey - INT - 7 days   Remove Hot Watch 8 Days After Hotwatch will be removed after you've sent your Why Buy from me email. So help you Joe, it better have been sent!   Auto Response 11 Days After 11 day auto email - still in the market?   Hot Watch 12 Days After Send e-Brochure of their desired vehicle (or insert inventory) with the tag &quot;Still Interested?&quot; or &quot;Still Considering?&quot;   Auto Response 14 Days After 2 week automated email to secondary customer from BDC agent.   Remove Hot Watch 15 Days After This hotwatch will be removed automatically since by now you have surely sent the customer an e-Brochure as asked. My goodness, you don't want to know what'll happen if that e-Brochure wasn't sent.   Auto Response 19 Days After Dealertoon is being switched   Auto Response 21 Days After Auto email sent from BDC to secondary customer after 20 days.   Auto Response 30 Days After Follow up email from ISM at 30 days   Hot Watch 42 Days After Send a Video to customer (whether it be a vehicle video from the IMagic Labs library or a personal video asking for a call back).   Auto Response 50 Days After 50 day automated email from BDC for secondary   Auto Response 58 Days After 2 month internet automatic follow up email from ISM to new and used (non-secondary).   Auto Response 70 Days After 70 day secondary credit customer automatic email from BDC   Auto Response 75 Days After Auto Email Dealertoon (specials update)   Auto Response 85 Days After credit application reminder at nearly three months from bdc agent - automatic email   Auto Response 88 Days After Final Email   Mark Prospect Lost 88 Days After marking secondary customer lost   Auto Response 89 Days After Last Dealertoon (specials update)   Mark Prospect Lost 90 Days After Mark as lost   Contact Customer 1 Minutes After New Internet Lead - Customer submitted a lead one minute ago - follow up with a personal email containing MSRP, internet price, and a comparable pre-driven vehicle and price. Ten minutes later - call customer to confirm receipt of the info you sent and attempt to set appt for test drive and trade evaluation.   Hot Watch 1 Minutes After New Internet Lead for used car just received. Review customer inquiry under client's profile.   Remove Hot Watch 2 Days After Removing hotwatch for inbound used vehicle internet lead.  
    42. 43. Why Buy From Me <ul><li>Hello Beth, </li></ul><ul><li>I believe all people buy from those they like and feel comfortable with. This may not be the norm, but I believe in </li></ul><ul><li>sharing a little personal information about myself so you know I'm a real person and not some evil, stereotypical car </li></ul><ul><li>salesman. </li></ul><ul><li>My name is Jason Oshita. I have been the Internet Relations Manager at ABC Motors for about two years. I grew up </li></ul><ul><li>in the Arlington Heights/Buffalo Grove area and have strong ties and relationships with the people in the area. I </li></ul><ul><li>graduated from Buffalo Grove High School (where my mom still currently teaches) in 2002 and then graduated from </li></ul><ul><li>Illinois State University in 2006. </li></ul><ul><li>I originally got into this business after graduating from college because I love talking to people and love talking </li></ul><ul><li>about cars. Even when I was working at Sunglass Hut (throughout high school and college), I would end up talking </li></ul><ul><li>to my customers about their cars. Out of my group of friends, I was always the person they'd come to when they </li></ul><ul><li>were looking to purchase a car long before I got into the automobile industry. I felt this job would be the perfect </li></ul><ul><li>match. </li></ul><ul><li>I strongly dislike &quot;pressure-selling.&quot; By being in the Internet department, I get to help customers make informed </li></ul><ul><li>decisions regardless of where they end up purchasing their vehicles and without having to be the stereotypical &quot;what </li></ul><ul><li>will it take to get you in the car today&quot; car salesman. Actually, I am a pretty easy going and low-key person. I like </li></ul><ul><li>spending time with my friends and family and going to an occasional barbecue. I love to bowl and play sports </li></ul><ul><li>outside with my friends. I spend a lot of time working on my own personal car which never seems to end, but I'm </li></ul><ul><li>proud of nonetheless. This summer, I've made it my goal to attend to as many outdoor concerts as possible. A lot </li></ul><ul><li>of my interests break the mold of the &quot;car salesman stereotype&quot; I try to avoid. The upper management/ownership at </li></ul><ul><li>ABC Motors makes it very easy for me to overcome those stereotypes by giving me the freedom to send out emails </li></ul><ul><li>such as this and to work with my customers as if they were my friends. </li></ul><ul><li>Hopefully, when it is time for you to visit a dealership and test drive a car, you will think of me and this email. I'll </li></ul><ul><li>gladly meet you with a friendly handshake as I do with all of my personal clients. </li></ul>
    43. 44. Why [Dealer] is so special <ul><li>Hello Pete, </li></ul><ul><li>I want to tell you why you should choose [Dealer] for the purchase of your new model.  At [Dealer], </li></ul><ul><li>we have an award-winning Internet Department whose philosophy is simple: </li></ul><ul><li>To provide you with a completely hassle-free and pleasant shopping experience. </li></ul><ul><li>To ensure your satisfaction throughout your ownership of this and future purchases, our Internet Department has </li></ul><ul><li>created an exclusive process to help accomplish this: </li></ul><ul><li>I will work to answer as many of your questions as possible with the information you've provided. </li></ul><ul><li>I will provide you the most technologically-advanced multimedia correspondence in the Midwest by offering eBrochures, detailed vehicle videos, Instant Messaging capability, video chat, and video messages. </li></ul><ul><li>When you arrive at [Dealer Name] for your appointment, a dedicated Internet Sales Specialist and I will assist you first with a vehicle test drive, then trade evaluation, and any additional information you require. </li></ul><ul><li>At that point, our specially-trained business department will handle all of your financing questions and needs. </li></ul><ul><li>Lastly, we have a dedicated Vehicle Delivery Specialist to ensure you are comfortable with all of the features, options, and controls on your new vehicle before you drive home. </li></ul><ul><li>Pete, while I am your personal Internet Sales Manager at [Dealer], my entire Internet team is ready to help </li></ul><ul><li>you in any way.  If you require any additional information such as updated pricing, inventory availability, or builds, </li></ul><ul><li>Please contact me directly at [Cell Phone]. </li></ul><ul><li>As you can see, we've taken every effort to make this the most enjoyable car purchasing experience you've ever </li></ul><ul><li>had.  I hope to hear from you soon. </li></ul>
    44. 45. Other Emails to Send? <ul><li>Customer Testimonial Template </li></ul><ul><li>Pictures/Video/eBrochure of Vehicle of Interest </li></ul><ul><li>Special Incentive changes </li></ul><ul><li>Email/Video from General Manager </li></ul>
    45. 46. The Lightening Round <ul><li>Your replies </li></ul><ul><li>back to their </li></ul><ul><li>responses is </li></ul><ul><li>where the game </li></ul><ul><li>is won. </li></ul>
    46. 47. What is my trade worth? <ul><li>We are very interested in your trade-in. </li></ul><ul><li>I am sure your goal is to receive top dollar </li></ul><ul><li>for your trade, opposed to fair market </li></ul><ul><li>value, so let me know what time is </li></ul><ul><li>convenient for you to bring in your vehicle </li></ul><ul><li>and I will gladly have it professionally </li></ul><ul><li>appraised. </li></ul>
    47. 48. Is this your best price? <ul><li>We attempt to price our vehicles as competitively as possible. You will see that we are usually within the same range as most local dealers, yet [Dealer] offers so much more than just a great price. Let me know the most convenient time for you to stop in so I can show you the best value around. </li></ul>
    48. 49. What are my lease payments? <ul><li>Lease payments are strongly effected by credit history, credit score, credit tier, and credit rating. I am only able to give lease payments once I have gathered this information. Let me know when you can stop in so I can obtain your credit statement and calculate the correct payments. I promise not to waste your time, but I want to give you the most accurate and aggressive payments possible. </li></ul>
    49. 51. A. Mapquest driving directions to the dealership Question 15 B. Confirmation of appt time with request to call if anything pops up C. A promise to have the vehicle available and pulled up ready to test drive D. “I’m skipping my Pilates class for you so you better friggin’ show up.”
    50. 52. Appointment Confirmation Calls <ul><li>By BDC, Manager, or person who set appointment. </li></ul><ul><li>Not on the same day it was set. </li></ul><ul><li>Should follow the appt. confirmation email/text and ensure directions have been received. </li></ul><ul><li>Should remind them of your promise of having the vehicle pulled up and ready for their arrival. </li></ul><ul><li>Ask for a courtesy call if they are going to be late or cancel as you will offer them the same. </li></ul>
    51. 53. By Maximizing Every Lead By Building Value in Yourself By Personalizing the Process
    52. 54. And the Survey Says… Top 5 Answers on the Board. We traveled forward in time and asked 100 attendees of this session: “In the grand scheme of things, just how GREAT was this session?” AMAZING! (35) VERY GREAT (25) SUPER GREAT (20) FUN AND INFORMATIVE (19) BETTER LUCK NEXT TIME (1)
    53. 55. Until Next Time, Remember… It’s The Lead to Appointment Show With your host, Joe Webb DealerKnows Consulting