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					   Internet Ups: Guiding the Prospect from
         Email to Phone to Showroom
  A practical guide to keep your prospects "in the net" until you
              can greet them on the showroom floor

                                   with
          Jennifer Suzuki, President of e-Dealer Solutions

                               Moderated by
           Mike Bowers, Executive Editor of DealersEdge

                         Thursday, May 10, 2012
                             1 – 2:30pm ET




                                                             1




Jennifer Suzuki, President of e-Dealer Solutions

Jennifer Suzuki founded e-Dealer Solutions, Inc. in
2002. Jennifer focuses on improving dealership
salespeople's phone skills, email compositions, as
well as daily operating processes. Jennifer's career
encompasses the gamut of the auto industry; selling
vehicles, training and installing DMS systems, retailing
internet leads, managing an internet sales division
comprised of 28 dealerships, as well as conducting
sales training seminars and dealer coaching. Her
collective 17 years of experience in the dealerships
will deliver successful processes, ideas and examples
as well as direction for the 21st century dealership.




                                                             2
Guest Speaker: Jennifer Suzuki, Founder of e-Dealer Solutions
Dealers Edge Webinar, May 2012
Focus: Internet Ups: Guiding the Prospect from Email to Phone to
Showroom




      About Today’s Speaker
         Jennifer Suzuki


• From Northern CA
• e-Dealer Solutions, Inc. Founder & President
• Ed Morse Automotive Group Corporate Internet
  Director
• Autobytel.com Regional Director
• Reynolds & Reynolds Trainer
• Northwood University Automotive Markting &
  Management Graduate
• Auto Sales Career Begins in 1994
             Internet Leads/
             Phone Traffic

    What’s trending at your dealership?



                Walk-ins

                Phone-ups

                Internet leads




Business Models


 How many internet leads per month?

 How many incoming sales call per month?

 How many salespeople/managers?

 What are the skill sets?
 - technology, communications, employment aspirations,
   work ethic, sales experience



                                               6
Internet Leads/ Phone Traffic


         What Is Your Business Model?

           BDC

           Cradle To Grave

           BDC/Internet Hybrid

           Sales Managers

           All Salespeople




Goals:                  Daily Activities:

•To set appointments    • Respond to internet leads
• Showed appointments   • Follow up through phone calls and emails
• Vehicle sales         • Input notes in CRM
                        • Prep for appointments
                        • Demo
                        • Write-Up
                        • Negotiations
                        • Delivery
                        • After the sale follow-up




                                                         8
       Internet Sales Process & Sales
                 Techniques




    What Is Your Internet Sales Process?


•   Lead distribution
•   Goal for response time
•   Initial contact; phone call or email
•   Phone call guidelines
•   Voicemail guidelines
•   Email composition
•   Follow-up schedule
•   Appointment confirmation
•   Appointment guidelines for shows and no shows
•   Sales process protocol
•   Management accountability to the process
    Example of Internet Lead
•
•       To: Nissan Dealer
•       From: joe.smith1234@aol.com
•       Subject: 2011 Nissan Maxima 3.5 SV Quote

•      I am looking at your Pre-Owned, 2011 Tuscun Sun
    Metallic.

•       Comments: Is this car available? No games. What is your
    bottom line, out the door price? Please verify this is a certified
    vehicle. Email please. Thank you...Joe




    Goal: Appointments That Show!


•                   Turning Emails Into Phone Calls
Goal: Appointments That Show!



                         Turning
           Phone Calls Into Appointments That
                   Show On Time!




e-DS Strategy:



•1. Relationship
•2. Commitment
•3. Appointment




                                                14
Subject: Joe, I have answers to your questions re: 2011 Nissan
Maxima 3.5 SV Quote



•Good Afternoon Joe,

•Thank you for contacting me today about your interest in our 2011 Nissan Maxima
3.5 SV. Great choice by the way! I too drive a Nissan and have enjoyed it for many
years!

•I want to be sure that I answer your questions accurately as well as provide you an
effortless and professional car buying experience. You asked me some specific
questions on your email: “Is this car available? No games. What is your bottom
line, out the door price? Please verify this is a certified vehicle. Email please.
Thank you...Joe”
•
Joe, I work with all of our internet clients and provide a truly unique experience. You
can expect that once you have agreed on this vehicle that I will personally ensure it is
detailed, gassed and ready for immediate delivery. Depending on how you want to
purchase the vehicle, I can expedite your time by having applicable paperwork
completed prior to your arrival. My goal is to ensure your time-savings during your
buying experience.

•
                                                                                  15




•To answer your questions I went out to our inventory and spent about 20 minutes doing
some research. Yes, this vehicle is here right now! I also pulled the service records and
found out that two new rear tires were replaced; the front are nearly new with about 90%
tread remaining. This car looks brand new! The interior is flawless as well as the exterior -
no dents, dings or scratches! The mileage is accurate. AND, the previous owner lives
locally and has diligently maintained this vehicle by completing all scheduled maintenance
here at our dealership.
•
By the way, YES, this vehicle has been certified and has some factory warranty remaining.
Our prices are very competitive so that we will receive emails from educated consumers
like yourself. We has priced this vehicle to sell! This is an exceptional vehicle in great
condition.
•
Would you like me to assist you with a trade appraisal? Have you looked into
financing?

I have some more information you will find useful so hopefully you can spare a few
minutes by phone. Can you email me some good times for a quick chat today?


                                                                                  16
Key Points to Email Responses:


  • Personalize             •Create Obligation
  • Customize               •Ask For Phone Contact
  • Thank you!               and/or Appointment
  • Address Specific        •Ask Questions
    Questions               •Follow Up!
  • Build Value:
    Salesperson &
    Buying Experience



                                               17




Effective Internet Phone Call Steps:
Outbound Phone Call



 1. Introduction
 2. Sell the value in you and the car buying
    experience
 3. Review the vehicle
 4. Obtain trade/finance information
 5. Set the appointment!
Evaluate Your Internet Inbound and
Outbound Phone Call:

• Identify the areas of the call that create the most risk for the
  salesperson

• How is contact information collected?

• Determine what VALUE the salesperson and dealership will
  offer this buyer

• What will separate you from the competition?




                                                         19




Evaluate Your Internet Inbound and
Outbound Phone Call:

• What makes your process different?

• What questions are asked? Required?

• How is price & availability related questions handled?

• How is the appointment explained and set?




                                                         20
Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

•INTRODUCTION:

 Is this <PROSPECT NAME>?

 This is <SALESPERSON NAME>, I work with all of our internet clients here @
<DEALERSHIP NAME>

 Confirm vehicle year, make, model

 Let’s go over your email…




                                                                              21




Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

RAPPORT BUILDING/QUALIFY:

 Is this vehicle for you?

 What are you driving now?

 Family or Work?

 Have you driven a <MAKE,MODEL> before? (Yes, did you drive it here?) (Other store,
what happened? Tell me about that…)

 How long have you been researching for a new car online?

 Have you already narrowed it down to the <YEAR, MAKE,MODEL> or are you looking at
other models? Which ones? Have they driven those yet?




                                                                              22
Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

•SELL THE VALUE IN YOU & THE CAR BUYING EXPERIENCE:

    Is this the first time you have purchased a vehicle online/from an Internet Department?

•   Explain the difference....Traditional vs. Internet

     o   One-point of contact
     o   Cleaned up/Gassed Up/Pulled Up front
     o   Have the car warm and ready!
     o   Paperwork completed: fax or email driver’s license, VIN, insurance
     o   How does that sound? Different right?




                                                                                   23




Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

•REVIEW VEHICLE:

    So you are interested in a <YEAR, MAKE, MODEL>…..<#> different series…

    Open to all colors?

    Base or Luxury?

    Interior colors?

    Cloth or Leather?




                                                                                   24
Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

•TRADE/FINANCE:

 Earlier you told me you were driving a <TRADE>, Will you be replacing this vehicle?

 Obtain trade vehicle information- How many miles are on your car? (Get out your trade
appraisal form and complete!)

 Have you looked into financing?

 Who did you finance with?

  Online finance application – let’s get online right now! www._____com , under the finance
tab…




                                                                                   25




Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

SET APPOINTMENT:

1. Invite prospect in for exclusive appointment to visit the Internet department

2. Offer 2 dates and 2 times (15’s and 45’s)

3. Confirm email address. I’ll email you a confirmation

4. Explain that you will email a confirmation of their appointment along with your contact
  information

5. Do you know how to get here? Offer mapping door-to-door directions
6. Request cell #
7. Ask if they receive text messages - ok to text?
8. Give prospect a visual of you preparing for their appointment 45 minutes before expected
  arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior
  to their arrival.
9. Inform of ‘Appointment Confirmation Call’
10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you
  pull on the property; I will meet you at your car
                                                                                   26
Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call

SET APPOINTMENT:

6. Request cell #

7. Ask if they receive text messages - ok to text?

8. Give prospect a visual of you preparing for their appointment 45 minutes before expected
  arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior
  to their arrival.

9. Inform of ‘Appointment Confirmation Call’
10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you
 pull on the property; I will meet you at your car




                                                                                  27




 The Most Common Breakdowns
 During the initial phone call


     1. Prospect takes control of the call/dictates sales process

     2. Prospect is given the opportunity to ask for a price

     3. Prospect is given the opportunity to ask about vehicle availability

     4. Prospect feels no obligation to buy from the salesperson

     5. Prospect does not see or buy the value of the salesperson

     6. The prospects hesitations, fears and expectations have not been
        addressed and overcome
    Internet Sales Innovative Ideas




Edmunds Reviews
(Every Pre-Owned Vehicle)
Using Vehicle Reviews In
Buying Experience

Appointment Folders:

CarFax or Autocheck
Service R.O. Info
Edmunds Model Year Review
Spec’s
Safety Information
Consumer Ratings/Reviews
Dealership Online Reviews
Print Out of Vehicle Listing
CRM Logged Follow Up Calls/Emails




Salesperson Videos

Salesperson Emails Video Introduction (Ideally after
phone contact has been made)

- Answers Prospect Questions
- Humanizes The Sale
- Creates Obligation
- Increases Value
- Increases Credibility
FLIP Videos!




Social Media




               34
Social Networks




                                   35




      Internet Sales Reporting &
             Benchmarks
Benchmarks
     •     Number of Leads per Internet Manager:                        100/per month
     •     Closing Ratio:
     •     Excellent                                                                           > 15%
     •     Good                                                                     13-14%
     •     Average                                                                             10-12%
     •     Poor                                                                  < 10%
     •     Average Response Time:                                       10 minutes or <
     •     Average number of phone calls per day:
     •     Excellent                                                                           50 >
     •     Good                                                                     36-49
     •     Average                                                                             15-35
     •     Poor                                                                     < 15




     •     e-Dealer Solutions Statistics




Benchmarks
 •       Lead to Appointment                                                    25-30%
 •       Appointment to Show                                                    70-80%
 •       Show to Sold                                                           80-90%
 •       Lead to Sold                                                           15%
 •       Percent Internet to Dealership Sales:
 •       Excellent                                                                           > 25%
 •       Good                                                                   15-24%
 •       Average                                                                             10-15%
 •       Poor                                                                   < 10%
 •
 •       Average Front End Gross                            Ask your e-DS Trainer
                                                  (results fluctuate by brand)
 •
 •       Average Back End Gross                           Ask your e-DS Trainer
 •                                                                   (results fluctuate by brand)




 •              **Should track Total Gross and Per Copy
Reporting:
Track on a monthly basis
  • Total # of Internet leads              • Cost per lead
  • # of Internet leads broken down by     • Cost per sale
    lead source                            • Internet sales % to total dealership
                                             sales
  • # of sales broken down by lead
    source                                 • Total FEG
  • # of leads per Internet Manager        • Total BEG
                                           • Average FEG
  • # of appointments set, # of show, no
    show, show to close, show unsold,      • Average BEG by Internet Manager
    be-back                                • Total Internet Expenses
  • # of Internet sales                    • Total Salaries/Commissions
  • Total Closing Ratio                    • Total Department Gross Profit
                                           • Total Department Net Profit
  • Closing ratio by Internet Manager
                                           • Total Department Net/Net Profit
  • Average Response Time
  • Response Time by Internet Manager




                                 THANK
                                  YOU!

    Contact:
    Jennifer Suzuki
    e-Dealer Solutions
    cell: 954.873.8029
    office: 800.625.1590
    jennifer@edealersolution.com
    edealersolution.com

				
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