having a healthy online presence: the 4 staples of lead conversion

Having a HealthyOnline Presence:

The 4 Staples of Lead Conversion

The Four Basic Food Groups

Who is Joe Webb?

DealerKnows: Founder

The Four Basic Food Groups.

≠

DealerKnows: Proper Nutrition

The Fifth Food Group.

Yum!


=

Vendors:


63%

27%

10%

Phone Ups(27%)Walk Ins

(63%)

eLeads(10%)

Sources:

DealerKnows: Data*AutoTrader KS&R Study 2012

Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail

5%5%6%9%11%12%

25%

62% $249/ vehicle

Sources:

DealerKnows: Data*AutoTrader KS&R Study 2012

WebsitesBranding• and Merchandising

Lead AcquisitionTechnology

101010101010101010101010101010101010101010101010101010101010010011001011010100101010101010010101010101010101101010101010101010110101010010101010101010101010101010101010101010101010101010101010101010010101010101010101010010101000101010101001010100101010100101001010100101001010110001101010100110101010010100101010100101010010101010100101010010010101010010101001010101010101001010101010101010101010101010101010101010

101010101DealerKnows: 4 Elements

The four staples of lead conversion:

Like grains, websites provide energy.

AttractiveFunctionalOne click away

DealerKnows: Websites

18%

82%

Has a Website(82%)

DealerKnows: Data

Dealers who have websites:

Doesn’t get Pie

(18%)

31%

69%Has a Website(69%)

Really?(31%)

Attendees with websites:

DealerKnows: Data

KD AttendeeResearch

The fixins’: All about conversion.


18%

82%

Doesn’t Have any Conversion

Tools(82%)

Good Job!(18%)

Conversion tools:

DealerKnows: Data

KD AttendeeResearch

You’re doing it wrong.


Hot buttons.


Hot buttons.


Brand / Logo

Value Proposition

Schedule Service

Trade Information

Hours/Directions/Contact

Specials

Get Pre-Approved

Inventory

29%

71%

Have anInventory Feed

(74%)

Do Not(26%)

DealerKnows: Data

Request for information: KD Attendee

Research

40%

60%

Don’t(40%)

DealerKnows: Data


Research

Provide OnlineCredit

Application(60%)

40%

60%

Offer Specials

(60%)

Don’t(40%)

DealerKnows: Data


Research

38%

62%

Offer Hours AND

Directions(62%)

Don’t(38%)

DealerKnows: Data


Research

Show and tell.


Importance of Video.Of your team.Of your values.

Of your customers – testimonials.

Build Value Walk Around Testify

Have a side of search (and corn).

DealerKnows: Search


Keywords:

It’s YOUR fridge.Keywords

TexasDirect

The Dealership

AutoTrader.com

Cars.com

FacebookDealerKnows: Search

SEM

SEO

SEO, SEM, OMG...

DealerKnows: Search

used chrysler 300 arlington tx

Eat on the go.

By 2014, mobile Internet usage will exceed desktop Internet usage. Sorry, desktops.

DealerKnows: Search

2%

98%

Doesn’t Have a Mobile

Site(98%)

Oooh Yeah!

(2%)

Mobile sites:

DealerKnows: Data

KD AttendeeResearch

DealerKnows: Marketing

Branding, Advertising, and. Merchandising provide stamina.

Eat your fruits and veggies.

Market your brand.


DealerKnows: Study

Digging deeper.

20 dealer groups from around the country

6,139 vehicles

61,434 photos

Real transaction data

Less than 10 pictures:52.03%<10 Pictures

(52%)

>25 Pictures(18%)Mediocrity

(30%)

Distribution.

DealerKnows: Study

12%

88%

Offered Less Than 25 Photos per

Vehicle (88%)

Yesss!(12%)

Vehicle photos:

DealerKnows: Data

KD AttendeeResearch

DealerKnows: Data

Average Photos per

Sample Vehicle

10.25

KD AttendeeResearch

DealerKnows: Data

Vehicle photos:

What we found.

Going from less than 10 pictures to more than 25 pictures increased

leads and views by more than 30%

DealerKnows: Study

Going from less than 10 pictures to more than 25 pictures increased

inventory turn by 25%

It gets better.

DealerKnows: Study

17%

83%

Took Their OwnPictures

(88%)

No/Stock Photos

(12%)

DealerKnows: Data


Research

DealerKnows: Photos

What others have found:

Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no

pictures at all

DealerKnows: Photos

the good

DealerKnows: Photosthe bad

Wash me

DealerKnows: Photosthe badthe ugly


Sign, sign, everywhere a sign...

Leads provide energy.

DealerKnows: Lead Acquisition

Leads = Protein

Be your own lead provider.

DealerKnows: Lead Acquisition

Third party lead providers:

DealerKnows: Lead Distribution

It does the dealership good.

DealerKnows: CRMs/ILMs

A CRM/ILM provides strength.

What your CRM/ILM should be doing for you:

Trigger tasks for sales •teamAutomate Process By event, lead type• source, salesperson

Processes for pre-sale, • post-sale, lost


21%

79%

Responded(82%)

Seriously?(18%)

DealerKnows: Data


Research

26%

74%

Hands Must be Broken

(76%)

Called Us(24%)

DealerKnows: Data

Phone response: KD Attendee

Research

DealerKnows: Data

Average Phone Response Time 4:16hrs

Phone response time: KD Attendee

Research

DealerKnows: Data

DealerKnows: Data

Called on First Day 13%

Phone response time: KD Attendee

Research

DealerKnows: Data

DealerKnows: Data

Average Over 10 days 1.9calls

Phone response: KD Attendee

Research

DealerKnows: Data

36%

64%Didn’t Email(61%)

Thanks!(39%)

DealerKnows: Data

Email response: KD Attendee

Research

DealerKnows: Data

Average Email Response

Time3:25hrs

Email response time : KD Attendee

Research

DealerKnows: Data

DealerKnows: Data

Emailed on First Day 30%

KD AttendeeResearch

DealerKnows: Data

Email response time :

8%

92%

Didn’t Email to Confirm Price

(92%)

ConfirmedPrice

(8%)

Emailed price:

DealerKnows: Data

KD AttendeeResearch

4%

96%

Didn’t Send a Picture

(96%)

Sent (at Least 1)

Picture(4%)

DealerKnows: Data

KD AttendeeResearch

Emailed pictures:

38%

62%Didn’t Offer

a Value Proposition

(62%)

Good Job!(38%)

DealerKnows: Data

KD AttendeeResearch

Emailed a value proposition:

100%

Didn’t Senda Video

(100%)

DealerKnows: Data

KD AttendeeResearch

Emailed a video:

Graduate from the old school.


Note Pads

Who churns the CRM?

Driven by sales management.

Supported by staff.


The price is right.

DealerKnows: Technology

DealerKnows: Appreciation

Thanks!

Thanks.

Joe WebbFounder and [email protected]: /dealerknowstwitter: @zonewebb

DealerKnows Consulting

DealerKnows.comVirtualDealerTraining.comTaskTeacher.com

having a healthy online presence: the 4 staples of lead conversion

Automotive

dataautotrader

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basic food

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websiteshot

good job

conversion