Understanding Wine Increases Internet Sales


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Understanding Wine Increases Internet Sales. Joe Webb of DealerKnows Consulting shares the similarities between being a sommelier with measuring Internet sales success for auto dealers. http://dealerknows.com

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  • You need to keep a watchful eye and inspect your team ’s performance. You need to know how to properly measure the success of your Internet department through mystery shops and metrics evaluation, and you must know what variables needs changing. That is what builds great Internet departments. That’s what makes great sommeliers. That is what makes delicious wines. And you don’t stop until you have the best damn tasting lead management wine in the business!
  • Understanding Wine Increases Internet Sales

    1. 1. Wine 101:DealerKnows: FundamentalsUnderstanding WineIncreasesYour Internet Sales
    2. 2. Who’s DealerKnows?DealerKnows: Joe Webb
    3. 3. DealerKnows: FundamentalsIt takes more than grapes.UnderstandingTrainingPracticePassion
    4. 4. DealerKnows: Lead ManagementThree variables:Wine Growing=Managing Leads
    5. 5. Terroir.DealerKnows: Lead ManagementKnow your environment.
    6. 6. DealerKnows: Lead ManagementGrapes and grape skins.A Mix of Varietals:LeadsTechnologyWebsitesOnline Content
    7. 7. DealerKnows: Lead ManagementBarrels or tanks.Where PeopleandProcesses Ferment
    8. 8. Barrels or tanks.DealerKnows: Lead ManagementWhere People and Processes Ferment
    9. 9. Don’t stop when you’ve made thewine. Vintages can turn out bad.
    10. 10. What’s important?DealerKnows: Lead ManagementLead Management
    11. 11. Comments are not conversations.DealerKnows: Social MediaSocial Media has aplace at yourdealership…Intoxication.
    12. 12. What are your digital priorities?Nothing.DealerKnows: Sourcing
    13. 13. Become a Somelier.DealerKnows: Quality Control
    14. 14. Buying.DealerKnows: Quality ControlSometimes you need a professional.5 Ways a Sommelier Inspects Wine
    15. 15. DealerKnows: ProcessRead, Deconstruct, andAddress the LeadColor.It’s not all Red and White
    16. 16. Aroma.DealerKnows: ProcessBreathe in theironline presenceand preparethe response.
    17. 17. Taste.DealerKnows: ProcessPartake the lead and Respond
    18. 18. Balance/Texture.Using multiple mediums?Eliciting positive responses?Follow-up strategy?Multiple topics?Overcoming objections?Building value?Confirming appointments?DealerKnows: Process
    19. 19. •Delicate A term used similar to charm but more often relates to the more subtlenotes of a wine.•Depth A term used to denote a wine with several layers of flavor. An aspect ofcomplexity.•Dirty A wine with off flavors and aromas that most likely resulted from poorhygiene•Dried up A wine that has lost some of its freshness or fruitiness due to extendedaging.•Dry A wine that is lacking the perception of sweetness.•Earthy This can mean a wine with aromas and flavor reminiscent of earth, suchas the•Easy A term that can be synonymous with "approachable" but more commonlyrefers to a wine that is siEdgy A•Elegant A term to describe a wine that possess finesse with subtle flavors thatare in balance.•Expansive A wine that is considered "big" but still accessible.•Expressive A wine with clearly projected aromas and flavors.•Fallen over A wine that, at a relatively young age, has already gone past itspeak (or optimal) drinking period and is•Farmyard A generally more positive term than "Barnyard" used to describe theearthy and vegetal undertones that•Fat A wine that is full in body and has a sense of viscosity. A wine with too muchfat that is not balanced by aciditys sa DealerKnows: ProcessFinish.Reporting:Does your lead managementdeliver the desired result?
    20. 20. Mystery Shop and Follow-Up Goals.1. Mystery Shop2. Auto-response3. Timing4. Email Strategy5. Sell Yourself6. MeasureDealerKnows: Follow-Up
    21. 21. Mystery Shop.DealerKnows: Follow-Up
    22. 22. Auto: 83.64%1 min. (median)Email provided multiple optio20%32.7%Auto-response usage:Auto-response time:Auto-response reliance:Default auto-responseusage:Auto-response.DealerKnows: Follow-Up
    23. 23. Auto-responders:Elicit ContactorBuild ValueIf they don’t, TURN THEM OFF!DealerKnows: Follow-Up
    24. 24. Called Before Emailing: 14.55%Email provided price: 38.18%Email provided multiple pricingoptions: 9.09%Email use:Only Called:Only Emailed:Included a personalpicture:DealerKnows: Follow-Up
    25. 25. Called Before Emailing: 34.55%Email provided price: 45.45%Email provided multiple pricingoptions: 7.27%Called Before Emailing:Email provided price:Email provided multiplepricing options:Email use:DealerKnows: Follow-Up
    26. 26. Email Philosophy.Provide MSRPCompetitive Price (Showing the savings)Alternate Vehicles (models as low as…/comparable used)Link to Inventory (for new)Link to “Get Pre-Approved Here” (for used)Set up for the Calllater: send a personal video message or photoDealerKnows: Follow-Up
    27. 27. Process methodology.1stEmail: Give them what they askedfor with additional options2ndEmail: Sell yourself right awaywith personal picture/videomessage3rdEmail: Sell your process4thEmail: Sell your dealership5thEmail: Sell your brandIn all future contact, make sure to ask questions andoffer them something special or interactiveDealerKnows: Follow-Up
    28. 28. Mystery shop results:DealerKnows: Follow-UpCalled Before Emailing: 36.36%38.18%Email provided 3pr38.2:14.55%Email provided multiple pricingoptions:One hour email response:Email Reliance:Phone Reliance:
    29. 29. Inspect what you expect.DealerKnows: Follow-UpMonitorPoliceMeasure
    30. 30. DealerKnows: ThanksJoe WebbPresident and FounderDealerKnows ConsultingDealerKnows.comVirtualDealerTraining.com847-456-5130Twitter/zonewebbLinkedIn/josephwebb