This document outlines 5 steps that every dealer must do to succeed with internet sales. It discusses creating an exceptional customer experience both online and offline, having a proven lead handling process, establishing the right structure for growth, hiring the right salespeople, and providing ongoing training. Specifically, it recommends developing a 3 day personal push, 2 week press, and nurture marketing timeline to follow up with leads. It also suggests either an internet sales team or business development center model for structure. Experience levels and qualities of successful internet salespeople are discussed. Regular training is positioned as important for continuous improvement.

1.
"Internet
Sales
Success”
5
Steps
every
Dealer
Must
Do!
Presented
by
David
Kain
President,
KainAutomo,ve.com
August
2012
Contact
Informa,on:
David
Kain
David@KainAutomo,ve.com
859-­‐533-­‐2626
cell/text

2. Creden,als
David
Kain
• Owner
of
Kain
Automo,ve,
Inc.,
Automo,ve
Sales
Training
specializing
in
Internet
Sales
and
Automo,ve
Business
Development
Centers
• Dealer's
Choice
Award
winner
as
the
#1
Rated
Internet
Training
Company
2008,
2009,
2010,
2011
&
2012
in
Auto
Dealer
Monthly
• Co-­‐Founder
and
COO
of
FordDirect.com
• 18
years
automo,ve
retail
experience;
Dealer
partner
in
Jack
Kain
Ford
– 12
years
Dealer
Principal
• Served
on
2000
Ford
Na,onal
Dealer
Council
• BBA
in
Marke,ng
and
Management
from
Eastern
Kentucky
University
2

3. Step 1
Create
an
Excep8onal
Customer
Experience
Online
and
Offline
3

4. Car
buyers
love
the
Internet
4

5. The
easier
you
make
it…
the
more
cars
you
will
Sell
5

6. Online
Shoppers
want…
Payments
Price
Trade
Value
Availability
MPG
Safety
…and
more
6

7. Help
them
and
they
will
BUY!
7

8. Helping
Internet
Shoppers
ü
Respond
quickly
ü
Build
rapport
ü
Answer
their
ques,ons
ü
Provide
valuable
informa,on
ü
Describe
your
in-­‐dealership
process
ü
Invite
them
in
for
a
test
drive
ü
Make
the
visit
a
great
experience
8

9. A
great
Process
is
the
Best
“Why
Buy”
9

10. Create
a
great
experience
then…
Adver8se
it!
10

11. 11

12. Happy
Buyers
are
Loyal
Buyers
12

13. Step 2
A
Proven
Lead
Handling
Process
13

14. How
do
you
manage...
50
prospects?
100
prospects?
500
prospects?
One
at
a
.me
with
genuine
interest
14

15. Create
a
Smart
Follow-­‐up
Process
15

16. 3
Day
PERSONAL
PUSH
Day
1
Day
2
Day
3
New
Lead
Received
Personal
Call
Manager
Call
Auto
Response
Email
Quick
Hello
Email
Manager
Email
Review
the
Lead
1st
Personal
Call
Personal
Email
The
3
Day
Personal
Handwri[en
Note
/
Text
Push
helps
you
2nd
Personal
Call
CONNECT,
APPOINT
&
SELL
16
Personal
Email

17. TWO
WEEK
PRESS
Day
5
Day
8
Day
11
Day
14
Quick
Hello
Email
Personal
Call
New
Info
Email
Personal
Call
Survey
Email
Orienta8on
Email
The
TWO
WEEK
PRESS
is
designed
to
keep
the
customer
engaged
mid-­‐term
17

18. NURTURE
MARKETING
Day
21
Day
28
Day
35
Day
42
Marke8ng
Email
Personal
Call
New
Info
Email
Personal
Call
Marke8ng
Email
Orienta8on
Email
Monthly
Marke8ng
Messages
Un:l
they
Buy
or
Unsubscribe
1
x
Month
2
x
Month
Professional
eNewsle[er
Specials
or
General
Marke8ng
Email
18

19. KainAutomo,ve
Study
FOLLOW-­‐UP
TIMELINE
1
to
10
days
4%
>10
days
60
days
8%
>60
days
to
90
days
16%
>90
days
to
120
days
20%
>120
days
to
2
years
16%
Un8l
they
buy
or
unsubscribe
36%

20. Step 3
The
Right
Structure
for
Growth
20

21. There
is
no
Right
Structure
or
Wrong
Structure
Any
will
work
21

22. Your
Sales
Team?
OR
22

23. Structural
Evolu8on
Internet
Internet
Client
Care
Internet
Salesperson
Sales
Team
Center
/
BDC
Dealership
23

24. KainAutomo,ve
Study
STRUCTURE
Internet
Salesperson
13%
Internet
Sales
Team
20%
Business
Development
Center
30%
Hybrid
–
Internet
Team
&
BDC
20%
Internet
Dealership
16%

25. Key
Quali8es
…of
successful
Internet
Salespeople
Great
salesperson
Adapts
easily
to
technology
Great
communicator
Great
typing/tex,ng
skills
Strong
product
knowledge
Quality
presenter
on
video
25

26. KainAutomo,ve
Study
EXPERIENCE
LEVEL
6
months
or
less
0%
>6
months
and
1
year
6.7%
>1
year
to
2
years
13.3%
>2
years
to
5
years
20%
>5
years
to
10
years
36.7%
More
than
10
years
23.3%

27. “My
role
as
a
manager
has
changed…”
“I
supervise
the
Floor,
the
Phone
and
the
INTERNET
–
with
equal
awareness
and
energy”
27

28. Step 4
Tac8cs
that
Sell
the
“Visit”
&
Sell
the
“Car”
28

29. EXCELLENCE
IN
EVERY
COMMUNICATION
29

30. Sell
the
REPLY
ask
a
ques:on
Sell
the
CALL
save
them
,me
Sell
the
VISIT
inspire
a
drive
Sell
the
CAR
make
it
special
30

31. Sell
the
REPLY
–
ask
a
ques:on
“I
have
the
informa:on
you
asked
about
and
wanted
to
ask
you
a
ques:on
or
two
to
make
sure
I
provide
you
the
best
value.”
By
Voicemail
I
am
glad
you
like
the
Subaru.
What
kind
of
vehicle
do
you
drive
now?
By
Email
I
received
your
request
for
informa,on
wanted
to
see
if
you’d
like
me
to
text
you
a
video?
By
Text
31

32. Sell
the
CALL
–
Save
them
:me
“I
just
checked
our
inventory
and
a
vehicle
just
like
you
asked
about
is
available.
Would
a
phone
call
be
good
for
you
for
a
quick
discussion?”
By
Voicemail
A
quick
phone
call
will
help
you
learn
everything
about
the
vehicle
and
we
can
make
sure
it’s
the
right
one.
Will
that
work
for
you?
By
Email
If
it’s
easier
I’d
be
glad
to
give
you
a
quick
call
to
go
over
the
specs
and
make
sure
we
have
the
right
vehicle
for
you.
Sound
ok?
By
Text
32

33. Sell
the
VISIT
–
inspire
a
drive
On
a
Live
Call
“We
have
a
Special
Internet
Process
The
vehicle
will
be
ready
when
you
arrive
We
will
show
you
the
features
and
let
you
take
a
drive
Provide
you
our
Special
Internet
Price/Trade/Payments
If
you
like
it
you
can
buy
it
or
just
think
about
it
33

34. Sell
the
CAR
–
make
it
special
34

35. Certainly
Thank You I
would be happy to
I apologize
My Pleasure
I
am glad you called
Right Away
I understand
Please allow me…
Talk Pretty
35

36. Video
is
really
easy
Let’s
make
one
real
quick
36

37. 37

38. Step 5
Digital
Marke8ng
Tac8cs
for
the
Best
Quality
Leads
38

39. More People Shop Your
Dealership
Online
than they do
Offline
39

40. A
COMPELLING
WEBSITE
40

41. EASY
Naviga,on
41

42. EASY
Naviga,on
42

43. Is it easier to Google or Yahoo?
43

44. Is it easier to Google or Yahoo?
44

45. 45

46. BEAUTIFUL LISTINGS
46

47. 47

48. 48

49. 3 Keys to Vehicle Listings
Quality Photos
Motivating Descriptions
On the Market Pricing
49

50. Live
Chat
&
Trade
Value
50

51. Popup
Coupons
51

52. Compelling
Offers
52

53. Mobile
Sites
and
Apps
53

54. Search
Engines
54

55. Social
Media
55

56. 100%
of
your
OPPORTUNITIES
will
come
from
your
MARKETING

57. 100%
of
your
RESULTS
will
come
from
your
PROCESS

58. perguntas
e
respostas

59. Muito
Obrigado!
David Kain
David@KainAutomo,ve.com
or
859-­‐533-­‐2626
cell/text