ATTRACT

INTERACT

RESPOND

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ATTRACT

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RETAIN Courtesy Chevrolet Internet Courtesy Chevrolet Internet Sales Team Sales Team 03/16/06 Weekly Strategy 03/16/06 Weekly Strategy & Tactics Meeting& Tactics Meeting

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 www.PHXChevrolet.com

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 www.Courtesy-Chevrolet-Phoenix.com

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 www.PHXChevrolet.com

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

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

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

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

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

Response Time & ContentResponse 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

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

Q: Why the variations?Q: Why the variations?Q: Why the variations?Q: Why the variations?

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 Purchase RespondeRespondents* who nts* who DID NOTDID NOT

experience experience the the

attributeattribute

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperience the attributethe attribute

Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute

with with Vehicle Vehicle

PurchasePurchase

#1#1 Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices) 17%17% 27%27% 1111

#2#2 Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer 20%20% 27%27% 99

#3#3 Contact Customer more than once by Contact Customer more than once by Email Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours) 21%21% 25%25% 55

#4#4 Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response 21%21% 24%24% 33

*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 Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…

Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!

Recent Marketing research (Q1, 2005) confirms the Lead Management Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…

Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

5 Lead Management Activities that Drive Lead-to-Sales conversion at 400%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)

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

Lead-to-Sales Closing RateLead-to-Sales Closing RateImprovement Action ItemsImprovement Action Items

Courtesy LMP Review Survey customers who didn’t purchase Review Lead Management Tool for a

sampling of previous responses Score first personalized responses using

the eBusiness Evaluation System

Wednesday, April 19, 2023 © 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

Sold Leads – First Response Examples

Wednesday, April 19, 2023 © 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

Sold Leads – First Response Examples

Wednesday, April 19, 2023 © 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

Sold Leads – First Response Examples

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 ExamplesPay attention to details in outbound emails before

hitting the “Send” button!!!

Pay attention to details in outbound emails before

hitting the “Send” button!!!

New Autoresponse validates customer

contact info and seeks corrections

New Autoresponse invites customer to visit

CourtesyChev.com by providing direct links to

specific sections of value

3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell) 3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell)

How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

1.1. Automated Email Reply acknowledging Automated Email Reply acknowledging receipt – Verify Customer Contact Info & ask receipt – Verify Customer Contact Info & ask for more for more

2.2. Personalized Email Personalized Email within 20 minuteswithin 20 minutes of of business day that provides price quotes on 4 business day that provides price quotes on 4 vehicles and sets stage for a follow-up vehicles and sets stage for a follow-up telephone call within 15 minutestelephone call within 15 minutes

3.3. First Phone Call to customer: verify receipt of First Phone Call to customer: verify receipt of email and schedule a demo/test drive email and schedule a demo/test drive appointmentappointment

4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone

5.5. Instruct customer to check in at reception Instruct customer to check in at reception desk, ASM reviews agenda upon customer desk, ASM reviews agenda upon customer arrival, introduces ISS who sells & delivers arrival, introduces ISS who sells & delivers the vehicle the vehicle

6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for referrals and additional business, to be referrals and additional business, to be routed to ISS who sold carrouted to ISS who sold car

Lead Management PROCESS 101Lead Management PROCESS 101

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “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 Customer’s expectations… Create a buying “Plan” during the conversation

4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s 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 First Call AfterAfter Sending Personalized Email Sending Personalized EmailPurpose:

New Lead Phone Follow-upNew Lead Phone Follow-up

Telephone ProcessTelephone 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

April 19, 2023 Copyright © 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

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

Vehicle Shopper Behavioral ProfilesVehicle Shopper Behavioral Profiles¹¹

1Profile Index of 100 equates to the industry average

Internet Users(IU)

Non-InternetShoppers (NIS)

Non-InternetUsers (NIU)

Time Investors 137 37 50

Product Experts 113 76 85

Price Sensitive 112 73 91

Dealerphobes 112 89 74

EmpoweredNegotiators

100 96 103

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

Managing Your Assigned Leads;

New Leads / Not Yet Responded

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

Managing Your Assigned Leads;

Emails Received / Not Yet Responded

April 19, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved

Managing Your Assigned Leads;

Scheduled Telephone Appointments / Completed

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

ProactiveProactive Sales Lead Sales Lead Management ResponsibilityManagement Responsibility

DormantLeads

DormantLeads

Courtesy ChevroletCourtesy ChevroletLead Management Process (LMP):

Automated Reply w/Info Validation Request

First Email w/Price Quotes on 4 Vehicles

Phone follow-up to verify receipt of email… and to get a demo/test drive appointment!

Email Confirmation when Voicemail is left

Get second email address during phone call

Outbound Follow-up Calls made by BDC

Inbound eSales Calls handled by BDC

Appointment Reception sets stage for the Sale

Lead Management Process (LMP):Automated Reply w/Info Validation Request

First Email w/Price Quotes on 4 Vehicles

Phone follow-up to verify receipt of email… and to get a demo/test drive appointment!

Email Confirmation when Voicemail is left

Get second email address during phone call

Outbound Follow-up Calls made by BDC

Inbound eSales Calls handled by BDC

Appointment Reception sets stage for the Sale