ken lees: success story
DESCRIPTION
Ken Lees Success StoryTRANSCRIPT
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Success Story with Ken Lees
Page 49
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Ken LeesVP OF STRATEGIC ALLIANCES
Automark Solutions, LLC.
Matt WestcottGENERAL SALES MANAGER
Fairfax Hyundai & Fairfax Kia
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OUR SOLUTION-SET HAS BEEN PROVEN TO:
DRIVE INCREMENTAL INTERNET SALES
REDUCE INTERNET M & A EXPENSES
IMPROVE DEALERSHIP PROFITABILIY
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BEST-IN-CLASS INVENTORY PRICING SYSTEM
INDUSTRY-LEADING CONVERSION TOOLS
SERVICE DRIVER FIXED OPS GAME CHANGER
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SAVE $150,000.00 ANNUALLY
INCREASE INTERNET SALES
INCREASE GROSS PROFIT @UNIT SOLD
REDUCE FLOORPLAN EXPENSES
SAVE 20-30 HOURS MANAGING ONLINE PRICING
ELIMINATE ALL ONLINE PRICING ERRORS
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2381 New Vehicles Sales
#1 District Ranking #7 Regional Ranking (160 dealers)
300% Sales Efficiency
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Matt WestcottGENERAL SALES MANAGER
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Satisfied with your website’s lead volume?
The best quality leads come directly from our website.
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Satisfied with the qualityof those leads?
Buy 3rd Party Leads?
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QUANTITY
QUALITY
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REACH REACH ONLINE SHOPPERS
CAPTURE
CONVERT
VISITOR-TO-LEAD CONVERSION
LEAD-TO-SALE CONVERSION
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(7) 3rd PARTY LEAD PROVIDERS
(4) BUYING/REFERRAL SERVICES
(4) ONLINE MARKET PLACES
LITTLE SEARCH ENGINE MARKETING
BEFORE
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72% 3rd PARTY LEADS (40% FROM 1 SOURCE)
16% SELF-GENERATED
12% FACTORY
< 8,000 MONTHLY WEBSITE VISITORS
$355,000.00 ANNUALLY
BEFORE
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(1) 3rd PARTY LEAD PROVIDER
(3) BUYING/REFERRAL SERVICES
(3) ONLINE MARKETPLACES
GOOGLE ADWORDS
SOCIAL MEDIA MARKETING
TODAY
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53% SELF-GENERATED
25% 3rd PARTY LEADS
22% FACTORY/PROGRAMS
10,000+ WEBSITE VISITORS
$225,000.00 ANNUALLY
TODAY
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2,000+ ADDITIONAL MONTHLY VISITORS(22% INCREASE)
RESULTS
$130,000.00 ANNUAL SAVINGS(37% DECREASE)
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CAPTURE VISITOR-TO-LEAD CONVERSION
REACH REACH ONLINE SHOPPERS
CONVERT LEAD-TO-SALE CONVERSION
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10 GRAPHICALLY APPEALING & RELEVANT
CALLS-TO-ACTION
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INTEGRATION
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PLATFORMS
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10 GRAPHICALLY APPEALING & RELEVANT
CALLS-TO-ACTION
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Diversity of demographics, wants and needs.
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CONVERTER LEADS BUY RATE
INSTANT PRICE QUOTE 4782 51.7%
TRADE APPRAISAL 1517 38.2%
DAILY DEALS 909 41.3%
INSTANT LEASE QUOTE 897 39.4%
PROMOTIONAL ENTRIES 806 39.3%
MAKE AN OFFER 533 52.7%
ALL OTHER 530 44.2%
TOTAL 9974 46.2%
EACH CONVERTER ENGAGES BUYERS
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VEHICLE CLASS BUY RATE
LUXURY 52.1%
PREMIUM 49.2%
NON-PREMIUM 49.4%
TRUCKS/SUV 49.8%
TOTAL 46.2%
ENGAGE BUYERS EQUALLY ACROSS
BRAND SPECTRUM
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KEY FEATURES:
Automated Selection
Automated Pricing
Delivered via device of
choice
KEY BENEFITS:
Low Funnel Leads
Moves Aged Inventory
DAILY DEALS
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KEY FEATURES:
Automated Selection
Automated Calculations
KEY BENEFITS:
Low Funnel Leads
Improves Lease Penetration
LEASE SPECIALS
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KEY FEATURES:
Automated Calculations
Delivered Instantly
KEY BENEFITS:
Low Funnel Leads
Improves Lead Volume
AUTOMATED QUOTES
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KEY FEATURES:
Automated Calculations
Delivered Instantly
KEY BENEFITS:
Low Funnel Leads
Improves Lead Volume
AUTOMATED QUOTES
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KEY FEATURES: CALLS-TO-ACTION can be
fully customized to meet specific needs
KEY BENEFITS:
Market differentiator
Competitive Advantage
CUSTOM BRANDING
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KEY FEATURES: Detailed fully compliant
price displays Integrates model-specific
Daily Deal & Lease Special
KEY BENEFITS:
Higher Conversion Rate
COMPELLING VDPs
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DOES IT REALLY WORK?
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CAPTURE VISITOR-TO-LEAD CONVERSION
REACH REACH ONLINE SHOPPERS
CONVERT LEAD-TO-SALE CONVERSION
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SOURCE LEADS % CLOSE RATE
AUTOMARK 329 21.7 20.7%
BBOL 50 3.3 18.0%
CHAT 120 7.9 12.5%
COBALT 257 16.9 15.2%
DEALERTRACK* 38 2.5 34.2%
SUB-TOTAL 794 52.3 18.1%
SELF-GENERATED
MARKETPLACES
BUYING SERVICES
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 234 15.4 11.5%
OEM SITE/PROGRAMS
TOTAL LEADS CLOSE RATE
ALL SOURCES 1519 14.2%
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 138 9.1 16.7%
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 353 23.2 6.2%
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SOURCE SALES % OF TOTAL
SELF-GENERATED 144 66.7%
MARKETPLACES 27 12.5%
BUYING SERVICES 23 10.6%
OEM 22 10.2%
TOTAL 216 100%
UNIT SALES
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
NEARLY 1/3 OF ALL SALES
GENERATED FROM AUTOMARK LEADS
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SALES FROM AUTOMARK LEADS
ARE MORE PROFITABLE
GROSS PROFIT
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
SOURCE SALES VARIANCE
SELF-GENERATED 144 +31%
MARKETPLACES 27 -55%
BUYING SERVICES 23 -64%
OEM 22 +61%
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SALES FROM SELF-GENERATED LEADS COST LESS
TO GENERATE
SOURCE SALES SPEND
SELF-GENERATED 144 $265.50
MARKETPLACES 27 $692.22
BUYING SERVICES 23 $404.35
OEM 22 $68.18
M & A EXPENSE
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
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SALES FROM AUTOMARK LEADS
FAR LESS EXPENSIVE TO
GENERATE
SOURCE SALES SPEND
AUTOMARK 68 $39.71
APPRAISAL TOOL 9 $150.00
CHAT 15 $123.60
OEM 22 $68.18
M & A EXPENSE
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
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MANAGING IT ALL
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NEW VEHICLE PRICING RULES
How much Over/Under: Invoice, GL Balance or M.S.R.P.?
KEY FEATURES:
OEM Incentives Cash Incentives A.P.R. Offers Loyalty & Competitive Military, College & Others
Set discounts by: Model Trim Engine & Trans. Type Drive Type Body styles
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NEW VEHICLE LEASING RULES
How much Over/Under: Invoice, GL Balance or M.S.R.P.?
KEY FEATURES:
Captives: Lease Cash Residuals Money Factors Loyalty & Competitive Military, College & Others
Set discounts by: Model Trim Engine & Trans. Type Drive Type Body styles
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ADDITIONAL FEATURES
Additional Features
ADDITIONAL FEATURES:
NEW VEHICLE AGING DISCOUNTS: Model Trim Engine & Trans. Type Drive Type Body styles
USED VEHICLE AGING DISCOUNTS
DEALER-DEFINED DISCOUNTS
AUTOMATIC PRICE DISCREPENCY SUPRESSION
MORE!
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COST-EFFECTIVE SOLUTIONS FOR THE DIGITAL WORLD
SERVICE DRIVERCOMING SOON
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THANK YOU!Q & A