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  • Slide 1
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  • ATTRACT INTERACT RESPOND SELL SERVICE RETAIN ATTRACT INTERACT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet Internet Sales Team 03/16/06 Weekly Strategy & Tactics Meeting
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet www.PHXChevrolet.com
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet www.Courtesy-Chevrolet-Phoenix.com
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet www.PHXChevrolet.com
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet www.PHXChevrolet.com
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet
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  • Response Time & Content How much impact does What an Internet Sales Specialists does have on whether or not the lead is sold? How much are results effected by When you do it? Two critical sales closing factors: 1. Timing Effects Sales Results 2. ISS Lead Response Attributes How much impact does What an Internet Sales Specialists does have on whether or not the lead is sold? How much are results effected by When you do it? Two critical sales closing factors: 1. Timing Effects Sales Results 2. ISS Lead Response Attributes
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  • A: Increasing Closing Ratios is not Just About Response Times A: Increasing Closing Ratios is not Just About Response Times Q: Why the variations?
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet Top 4 Ways to Close More Sales to Leads Received Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry (Lead) Purchase Responde nts* who DID NOT experience the attribute % of Purchase* among the Leads who DID Experience the attribute Statistical Correlation Factor of Response attribute with Vehicle Purchase #1 Make Direct Phone Contact with Customer (after sending Email w/availability & prices) 17%27%11 #2 Send Price Quotes by Email to Customer 20%27%9 #3 Contact Customer more than once by Email and Telephone (within First 24 Hours) 21%25%5 #4 Make sure Customers are either Completely or Very Satisfied with the Lead Response 21%24%3 *Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during Best In Class Dealer Benchmark studies. How to sell more vehicles to customers that submit Internet leads Without relying on opinions or seat of the pants management! Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during Best In Class Dealer Benchmark studies. How to sell more vehicles to customers that submit Internet leads Without relying on opinions or seat of the pants management!
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  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved 400% 5 Lead Management Activities that Drive Lead-to-Sales conversion at 400% higher rate* 1.Consumer received price quote(s) by email within first 24 hours 2.Direct customer phone contact made by Salesperson within first 24 hours 3.Salesperson confirmed availability of multiple vehicles within first 24 hours 4.Salesperson showed genuine interest 5.Customer contacted more than once within first 24 hours *Source: Morpace 24 hour survey and RDR sales Data (new 2005 study reconfirms close ratio impact factors)
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  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved Lead-to-Sales Closing Rate Improvement Action Items Courtesy LMP Review Survey customers who didnt purchase Review Lead Management Tool for a sampling of previous responses Score first personalized responses using the eBusiness Evaluation System
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  • 2005. Courtesy Chevrolet A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Sunday, August 23, 2015 Sold Leads First Response Examples
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  • 2005. Courtesy Chevrolet A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Sunday, August 23, 2015 Sold Leads First Response Examples
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  • 2005. Courtesy Chevrolet A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Sunday, August 23, 2015 Sold Leads First Response Examples
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  • A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 2005. Courtesy Chevrolet Actual Leads First Response Examples Pay attention to details in outbound emails before hitting the Send button!!!
  • Slide 21
  • New Autoresponse validates customer contact info and seeks corrections
  • Slide 22
  • New Autoresponse invites customer to visit CourtesyChev.com by providing direct links to specific sections of value
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  • 3 Phone Numbers! (Work/Home/Cell) How important are Phone #s???
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  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved 1.Automated Email Reply acknowledging receipt Verify Customer Contact Info & ask for more 2.Personalized Email within 20 minutes of business day that provides price quotes on 4 vehicles and sets stage for a follow-up telephone call within 15 minutes 3.First Phone Call to customer: verify receipt of email and schedule a demo/test drive appointment 4.Appointment Confirmation by Email and Telephone 5.Instruct customer to check in at reception desk, ASM reviews agenda upon customer arrival, introduces ISS who sells & delivers the vehicle 6.Follow-up Email that sets the stage for referrals and additional business, to be routed to ISS who sold car Lead Management PROCESS 101
  • Slide 29
  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved 1.Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customers REAL email address and schedule a follow-up call after re-sending quotes to new email address (work) 2.Establish what is most important to your customer by following the Courtesy Chevrolet Internet Price-Quote Follow-up word track 3.Set the stage for your Customers expectations Create a buying Plan during the conversation 4.Schedule appointment for a vehicle presentation and test drive at dealership or customers location 5.Follow-up with email confirmation of appointment 6.Prepare for appointment by locating vehicle(s) and ensuring their availability for demo drive First Call After Sending Personalized Email Purpose: New Lead Phone Follow-up
  • Slide 30
  • Telephone Process 85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios Phone Follow-Up Sales Strategy (FUSS): Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response 85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios Phone Follow-Up Sales Strategy (FUSS): Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
  • Slide 31
  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved The Bottom Line 1.Customer has spent up to 6 hours in researching a vehicle online before sending us a lead 2.Selected Courtesy Chevrolet as their dealer 3.Requested a price quote on a vehicle They are much likely to buy from Courtesy if you 1.Respond quickly without fluff and puff 2.Confirm vehicle availability with alternatives 3.Provide a fair price quote multiple vehicles 4.Contact them by phone verify receipt of email
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  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved Vehicle Shopper Behavioral Profiles 1 Profile Index of 100 equates to the industry average Internet Users (IU) Non-Internet Shoppers (NIS) Non-Internet Users (NIU) Time Investors1373750 Product Experts1137685 Price Sensitive1127391 Dealerphobes1128974 Empowered Negotiators 10096103
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  • August 23, 2015Copyright 2005 Ralph Paglia All Rights Reserved Ma