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
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
Wine 101:DealerKnows: FundamentalsUnderstanding WineIncreasesYour Internet Sales
•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?
Auto-responders:Elicit ContactorBuild ValueIf they don’t, TURN THEM OFF!DealerKnows: Follow-Up
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
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
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
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