In the Trenches
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In the Trenches by Joe Webb of DealerKnows Consulting - a detailed account of how to win the online war against customers through progressive lead management. Made for Internet Sales Managers who fight the good fight.
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In the Trenches
- 2. IT’S A WAR OUT THERE…
- 3. About Me
- 7. THE LOT
- 13. THE LEAD
- 16. Info Overload
- 17. Hurry Up and Wait 24 hours?
- 18. “ They’ll Take Advantage of You” Some other dealers, will not send you a price. They will appeal for you to come into their facility, before giving you the pricing you requested.
- 19. Lern 2 Spell
- 26. Personalize
- 28. If you delay the price, you delay the sale
- 29. The Process 1 st Email: Give them what they asked for with additional options 2 nd Email: Sell yourself right away (with personal video message or picture) 3 rd Email: Sell your process 4 th Email: Sell your dealership 5 th Email: Sell your brand In all future contact, make sure to ask questions and offer them something special or interactive New Internet Lead On Hours Auto Response 1 Minutes After First Auto Response to all new and used internet leads - confirms receipt of lead. Auto Response 1 Minutes After Credit Lodge 1st auto response from BDC agent. Auto Response 6 Minutes After Qualifying letter attempting to get a quick response from the customer - hopefully converting them from price shopper to inventory shopper and a test drive appointment close. Auto Response 3 Minutes After Credit Lodge email automatically being sent Auto Response 4 Hours After Pre-owned Vehicle DealerToon being sent 4 hours after initial used car lead. Auto Response 7 Hours After Trade-in DealerToon being sent 7 hours after initial lead. Contact Customer 3 Days After Call customer if appt hasn't been set for secondary customer. Contact Customer 5 Minutes After Credit Lodge - Call customer and schedule appt to visit after confirming credit information. Auto Response 48 Hours After Why Buy from Arlington Toyota response sent at 48 hours Auto Response 4 Days After 4 day automated email from ISM to all. Hot Watch 6 Days After Send this customer your Why Buy from me template under your own name in the email template list. This is to go out at day 6. Don't be shy and send it. Auto Response 7 Days After Pre-Sale Used Vehicle Survey - INT - 3 days Auto Response 7 Days After Pre-Sale New Survey - INT - 7 days Remove Hot Watch 8 Days After Hotwatch will be removed after you've sent your Why Buy from me email. So help you Joe, it better have been sent! Auto Response 11 Days After 11 day auto email - still in the market? Hot Watch 12 Days After Send e-Brochure of their desired vehicle (or insert inventory) with the tag "Still Interested?" or "Still Considering?" Auto Response 14 Days After 2 week automated email to secondary customer from BDC agent. Remove Hot Watch 15 Days After This hotwatch will be removed automatically since by now you have surely sent the customer an e-Brochure as asked. My goodness, you don't want to know what'll happen if that e-Brochure wasn't sent. Auto Response 19 Days After Dealertoon is being switched Auto Response 21 Days After Auto email sent from BDC to secondary customer after 20 days. Auto Response 30 Days After Follow up email from ISM at 30 days Hot Watch 42 Days After Send a Video to customer (whether it be a vehicle video from the IMagic Labs library or a personal video asking for a call back). Auto Response 50 Days After 50 day automated email from BDC for secondary Auto Response 58 Days After 2 month internet automatic follow up email from ISM to new and used (non-secondary). Auto Response 70 Days After 70 day secondary credit customer automatic email from BDC Auto Response 75 Days After Auto Email Dealertoon (specials update) Auto Response 85 Days After credit application reminder at nearly three months from bdc agent - automatic email Auto Response 88 Days After Final Email Mark Prospect Lost 88 Days After marking secondary customer lost Auto Response 89 Days After Last Dealertoon (specials update) Mark Prospect Lost 90 Days After Mark as lost Contact Customer 1 Minutes After New Internet Lead - Customer submitted a lead one minute ago - follow up with a personal email containing MSRP, internet price, and a comparable pre-driven vehicle and price. Ten minutes later - call customer to confirm receipt of the info you sent and attempt to set appt for test drive and trade evaluation. Hot Watch 1 Minutes After New Internet Lead for used car just received. Review customer inquiry under client's profile. Remove Hot Watch 2 Days After Removing hotwatch for inbound used vehicle internet lead.
- 39. Espionage
- 43. DON’T ASSUME
- 46. MEET & GREET
- 47. Request For Online Quote Is Not Growing For New Vehicle Sales Source: JD Power 2004-2007 New AutoShopper.com Study 68% 71% 67% 64% 21% 21% 22% 20%
- 48. Arsenal
- 50. Internet Road to the Sale Tailor your presentation - "Obviously, you've done a significant amount of research on the Hammerhead. ” “ What made you choose this particular vehicle? ” "What don't you know about this vehicle? ” "Are there any specific features you have questions about or should I simply give you a detailed overview of the car?"
- 51. Internet Road to the Sale Test Close After Test Drive - “ Provided our internet pricing meets your expectations, are you ready to drive this vehicle home right now? ”
- 52. Internet Road to the Sale Silent Walk-around - Make sure to rate their trade.
- 53. Internet Road to the Sale Hand-off to F&I - Mr. and Mrs. Seventin are internet customers. Make sure they receive our special internet pricing for any available protection plans they may choose.
- 54. NEGOTIATION
- 56. Build
- 57. Options
- 58. A Note About Advertising Fees
- 59. Dealer Holdback
- 61. Use their sites against them. After all, they’re not their sites, they’re yours!
- 62. By Maximizing Every Lead By Building Value in Yourself By Personalizing the Process
- 63. and my personal goal is to better the culture of car sales. My name is Joe Webb DealerKnows.com
Notas do Editor
- After utilizing the information in your communication with the customer, go above and beyond. Think outside the earthly limitations set upon your internet department. Ask them how they’d like to be contacted. Sure – you always ask email or phone. For email, ask them if you can continue to send them updates on incentives as they change – this allows you to follow up long-term. And send them video messages. A webcam costs $30 and it takes 30 seconds to send a personal video message – if your CRM can’t support video, either drop them for being behind the times or use a free site that does it for you. For phone, tell them that sometimes time is of the essence and, in rare occassions, you get in the perfect vehicle for them. Ask if it would be okay to call them about inventory changes and special discounts available to them. Ask them if they want to chat. Sir, Miss, Madam, Angelina, if you are like many of my customers, you want your information fast – if you ever have a question, know that you can simply IM me and we can chat at anytime – (even if you don’t employ a chat software – you can use free ones.) And offer to video chat. Sir, Madam, Miss, Angelina, I know that often it is important that you feel comfortable with the person you are dealing with, especially for something as important as a new car – I can gladly communicate with you through video chat at your discretion – We use skype or oovoo. Both are free to your dealer and you cannot understand the power of video chatting a prospect until you do it. Closing ratio is better than anything I’ve ever tried.