What's Old is New Again
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Joe Webb of DealerKnows and Ralph Ebersole of Cars.com teamed up to train the fine automotive professionals at Digital Dealer Conference 6 on the comparisons between old school Road to the Sale car selling and new school Lead Management internet sales.
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What's Old is New Again
- 1. What’s Old is New Again Old Tricks for New Dogs
- 2. Welcome! 2
- 3. 3 We’re on a Mission From God. The most dangerous combination since nitro and glycerin.
- 4. Ya See, We Have An Understanding 4
- 5. The Show That Really Hits the Road The road less traveled isn’t always the quickest way to get where you’re going What’s old is new again The road to a sale that works for your showroom can help you drive internet appointments 5
- 6. The Show That Really Hits the Road The proper meet and greet Needs analysis Selecting the vehicle Product pitch and test drive Trade-In evaluation Ask for the business Negotiation and close 6 Road to the Sale Online Road to the Sale The proper meet and greet Needs analysis Selecting the vehicle Product pitch and test drive Trade-In evaluation Ask for the appointment Make the appointment Get the appointment in the door
- 7. The Show That Really Hits the Road 7 Today we hope to: Review how to use the basic Road to a Sale to reignite your internet process Explore how some of the tricks and techniques you’ve used in the past can be optimized for the web shopper
- 11. Leads automatically transferred if not answered promptly
- 12. Gives everyone a shot
- 15. Check the lead to see what site they’re on
- 16. Click n’ call in 10 to engage them in a live conversation
- 18. What features do you need?
- 19. What options would you like?
- 20. For a new car – show them 3 in-stock vehicles
- 21. For a used car – show them only 1 unit
- 22. “Is it this particular car or the nicest one like it?”
- 23. Introduce them to options
- 24. For an e-mail lead:
- 25. Used: 2 used, 1 new
- 27. Once consumer sees the car, you flip them to a nicer (more expensive) option
- 28. Answer questions about the vehicle the shoppers is asking for
- 31. Give a walk-around by using their needs assessment in the presentation
- 32. Pop the hood
- 33. Explore the five senses during the test drive
- 34. Highlight the cars features via e-mail, chat or phone
- 35. Do a personalized video walk-around
- 38. Slowly walk around the vehicle
- 39. Ask the shopper if they’ve looked at estimated values online
- 40. KBB.com
- 41. Cars.com mobile
- 43. SayNOTHING
- 44. The consumer will scramble for explanations, devaluing the car in their own mind
- 45. Visit the website they referenced and talk through your appraisal
- 46. Help the shopper better understand the ratings
- 48. “Why don’t we just go ahead and park this baby in the sold line…”
- 49. “Assuming we come to an agreement with my manager on the figures, are you ready to take it home right now?”
- 51. Consider “VIP Internet Service”
- 52. Send the vehicle listing to their phone
- 55. Discuss CarFax, Certified vs. not certified
- 56. “How close can you come to this number?”
- 58. Give them two alternatives
- 59. Offer them a time on the :10 or the :20
- 60. Suggest consumer print out listing and jot down a couple notes19
- 62. Sales person might even run out and knock on their window as the shopper is driving away!
- 63. Keep them on the hook with a confirmation
- 64. Use “special limited time offers”
- 65. Confirm via text message
- 67. 22 Questions? Thank you!
Notas do Editor
- Jake and Elwood. Two classics that are just as good to watch today as they were when “The Blues Brothers” was released almost 30 years ago. The same could be said about certain parts of the car business.You know, the road less traveled isn’t always the quickest way to get you where you’re going. A lot of vendors are at this show introducing you to hot new technologies that promise to be the silver bullet that’s going to help you move every car off your lot by this time yesterday. Folks we’re here to tell you a slightly different message: what’s old is new again. Yes there are new tools that you can use at the dealership but that old friend, your store’s road to a sale, can help you really get the show on the road, particularly with regards to your internet advertising
- 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 greetNeeds analysisSelecting the vehicleProduct pitch and test driveTrade-in evaluationAsking for the businessNegotiating and closing the dealEtc.But take a look at how closely these same steps align with what our top dealerships are doing online.
- 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 greetNeeds analysisSelecting the vehicleProduct pitch and test driveTrade-in evaluationAsking for the businessNegotiating and closing the dealEtc.But take a look at how closely these same steps align with what our top dealerships are doing online.