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Going Beyond Selling Cars to Win Clients
- 1. Going Beyond Selling Cars to Win Clients
- 2. Market share Market Share - 2011 25,00% 19,5% 20,00% 15,1% 15,00% 12,9% 12,6% 9,8% 9,4% 10,00% 6,6% 4,8% 5,00% 3,9% 3,0% 2,3% 0,00% Otros
- 3. Market volume Market Volume - 2011 760.000 units Other Brands 684.000 PEUGEOT 76.000 10%
- 4. Results 4,2% InBound Lead´s Records / Sale Conversion Rate 2,68% 0,5% OutBound Lead´s Records / Sale Conversion Rate 5 times higher than Peugeot´s worldwide 5 VECES MAYOR a la de Peugeot a nivel Mundial.
- 5. How did we get here? The 5 year program that broke 4 times Peugeot´s worlwide record.
- 6. New cars In Leads generation & Post sale Leads -services management -parts Out -boutique
- 7. Dealers play a key role in critical touch points
- 8. A program to foster the dealer s network • Developing a customer oriented culture • Handing them the tools (know-how+data + technology+ incentives)
- 9. The tool box CRM program Customer Direct Mk campaigns Interactive center 5,6MM Leads & claims website
- 10. Launching the Crossover 3008 Model
- 11. Peugeot 3008 model Leads management Seduction Appreciation Conquist Mailing Version 1 CCC Lead Qualification form Meetings Hot Leads Mailing Version 2 E-mailing Invitation Coordination toTest Drive Landing Page Ordinary Test Drive at Dealers Facilities CCC Exclusive offer Answering questions about Exclusive Mailing the 3008
- 12. Presenting the program to Dealer´s employees Welcome pack
- 13. TRAINING OF MEMBERS OF THE PROGRAM AND SALES MANAGERS CAPACITACIÓN BRINDADA POR PEUGEOT Y CLIENTING GROUP TRABAJANDO CON UN SIMULADOR DE BD.
- 14. WEBANALYSIS
- 15. Providing dealers with data for measuring his market
- 16. General market information By Brand By model By Brand & category
- 17. Dealer s sales performance By model By location By location
- 18. Dealer s sales performance Dealer´s Sales vs others An area invaded by other dealer.
- 19. Customer Profile Gas type vs Model vs Genre Genre Por Genero y Modelo Por Genero y Carburante Por Genero y Deporte Preferido By Sport
- 20. Loyalty & relationship atributes Clients by Loyalty degree
- 21. Dealer loyalty & conquist rate 2010 vs 2011
- 22. Loyalty & relationship attributes FRM formula
- 23. Loyalty & relationship attributes + probabilty Hot Timing for prospect a new potential sale - time + 3 years 5
- 24. Provinding dealers with hot leads
- 25. 3.9MM 446M 5.6 MM 552M
- 26. LEADS Sources Landing Page 20,159 Leads Customer loyalty programme 1,528 Leads Customers Contact Center 2,138 Leads
- 27. Data in/out • Sales form • ADEFA (National Automovil Producers Ass) • Call Center •Relational Program. •External DBs •Web/Social Media •Events •Etc.
- 28. Purchase behavior Pattern analysis
- 29. Purchase period PURCHASE PERIOD 86% Sales detected Leads 77% Sales detected Campaign 25% 24% 20% 20% 16% 16% 15% 15% 13% 11%12% 11% 11% 10% C 9% 8% 6% 6% 5% 5% 4% 3% 3% 2% 2% 2% 1% 0% 0 a 30 31 a 60 61 a 90 91 a 120 121 a 150 151 a 180 181 a 210 211 a 240 241 a 270 271 a 300 301a 330 Campañas Leads
- 30. Communications
- 31. Examples of Dealer s campaigns
- 32. Results From 5 campaigns of the brand per year… ..to more than 300 done by dealers 5 VECES MAYOR a la de Peugeot a nivel Mundial.
- 33. INDEXES 91 % of the net possesses Costumer relationship pilot (PRC) designated. 82 % of them active in the program. 99% of data completion in the sales form. 52% of them includes e-mail address
- 34. Leads to Sales in the DB $42,086,000 POC attributable Sales $11,601,000 $522,000 Dealer margin Lost sales (unexplodeds leads & prospects) $3,987,000 $179,000 Lost dealer margin
- 35. How each channel performed Convertion rate by channel 4,0% 3,5% 3,6% 3,0% 2,5% 2,0% 2,2% 1,5% 1,8% 1,0% 1,4% 1,4% 0,5% 1,0% 0,8% 0,9%0,5% 0,0% Phone Mail Email Dealer Sales Other Dealer Total Sales
- 36. Results 4,2% InBound Lead´s Records / Sale Conversion Rate 2,68% 0,5% OutBound Lead´s Records / Sale Conversion Rate 5 times higher than Peugeot´s worldwide 8,7 % Lead´s Records / Post sales Convertion Rate 5 VECES MAYOR a la de Peugeot a nivel Mundial.
- 37. Thanks Fernando Peydro CEO Clienting Group Buenos Aires-Argentina www.clienting.com.ar fpeydro@clienting.com.ar @PeydroFer