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Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com. The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

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Page 1: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Copyright © 2012 TK Carsites. All rights reserved. www.tkcarsites.com.

The 3 Primary Elements of a Successful Internet Department

and

the 5 Keys to Creating a Profitable Lead Management Process

Page 2: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Joe WebbDealerKnows Consulting

January 4, 2012

Page 3: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

If you have questions during the presentation, please submit them using the “Questions” feature

Questions will be answered at the end of the webinar

QUESTIONS

Page 4: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Facebook.com/TKCarsites @TKCarsitesinc

TK Carsites Social Networks

Chat with us during the Webinar on Facebook and Twitter!

Page 5: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Presentation

The 3 Primary Elements of a Successful Internet Department

and

the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: a TK Carsites webinar

Page 6: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Who’s DealerKnows?

DealerKnows: Joe Webb

Page 7: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Wine 101:

DealerKnows: Fundamentals

Understanding WineIncreases

Your Internet Sales

Page 8: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Fundamentals

It takes more than grapes.

UnderstandingTrainingPracticePassion

Page 9: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Lead Management

Three variables:

Wine Growing=

Managing Leads

Page 10: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Terroir.

DealerKnows: Lead Management

Know your environment.

Page 11: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Lead Management

Grapes and grape skins.

A Mix of Varietals:

LeadsTechnologyWebsitesOnline Content

Page 12: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Lead Management

Barrels or tanks.

Where Peopleand

Processes Ferment

Page 13: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Barrels or tanks.

DealerKnows: Lead Management

Where People and Processes Ferment

Page 14: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Don’t stop when you’ve made the wine. Vintages can turn out bad.

Page 15: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

What’s important?

DealerKnows: Lead Management

Lead Management

Page 16: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Comments are not conversations.

DealerKnows: Social Media

Social Media has a place at your dealership…

Intoxication.

Page 17: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Sourcing

What are your digital priorities?

Nothing.

Page 18: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Become a Somelier.

DealerKnows: Quality Control

Page 19: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Buying.

DealerKnows: Quality Control

Sometimes you need a professional.

5 Ways a Sommelier Inspects Wine

Page 20: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Process

Read, Deconstruct, and Address the Lead

Color.

It’s not all Red and White

Page 21: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Aroma.

DealerKnows: Process

Breathe in their online presence

and prepare the response.

Page 22: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Taste.

DealerKnows: Process

Partake the lead and Respond

Page 23: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Balance/Texture.

Using multiple mediums?

Eliciting positive responses?

Follow-up strategy?

Multiple topics?

Overcoming objections?

Building value?

Confirming appointments?

DealerKnows: Process

Page 24: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

•Delicate A term used similar to charm but more often relates to the more subtle notes of a wine.•Depth A term used to denote a wine with several layers of flavor. An aspect of complexity.•Dirty A wine with off flavors and aromas that most likely resulted from poor hygiene•Dried up A wine that has lost some of its freshness or fruitiness due to extended aging.•Dry A wine that is lacking the perception of sweetness.•Earthy This can mean a wine with aromas and flavor reminiscent of earth, such as the •Easy A term that can be synonymous with "approachable" but more commonly refers to a wine that is siEdgy A •Elegant A term to describe a wine that possess finesse with subtle flavors that are in balance.•Expansive A wine that is considered "big" but still accessible.•Expressive A wine with clearly projected aromas and flavors.•Fallen over A wine that, at a relatively young age, has already gone past its peak (or optimal) drinking period and is•Farmyard A generally more positive term than "Barnyard" used to describe the earthy and vegetal undertones that•Fat A wine that is full in body and has a sense of viscosity. A wine with too much fat that is not balanced by aciditys sa DealerKnows: Process

Finish.

Reporting:Does your lead management

deliver the desired result?

Page 25: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

The DK 6 step program for follow-up.

1. Mystery Shop2. Auto-response3. Timing4. Email Strategy5. Sell Yourself6. Measure

DealerKnows: Follow-Up

Page 26: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Phone Response Time: Email Response Time: Response to Inquiry: Auto-response Usage: Auto-response Time: Auto-response Reliance: Default Auto-response Usage:

Mystery Shop.

step

1DealerKnows: Follow-Up

Page 27: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Mystery Shop.

step

1Call Preceding Email: Shared Price Information: Shared Multiple Vehicle Options:Phone Reliance: Email Reliance: Inclusion of Sales: Representative Picture

DealerKnows: Follow-Up

Page 28: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Mystery Shop.

step

1DealerKnows: Follow-Up

Page 29: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Auto: 83.64%

1 min. (median)

Email provided multiple optio20%

32.7%

Auto-response usage:

Auto-response time:

Auto-response reliance:

Default auto-responseusage:

Auto-response.

step

2DealerKnows: Follow-Up

Page 30: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Auto-responders:

step

2Elicit Contact

or

Build ValueIf they don’t, TURN THEM OFF!

DealerKnows: Follow-Up

Page 31: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Called Before Emailing: 14.55%

Email provided price: 38.18%

Email provided multiple pricing options: 9.09%

Email use:

Only Called:

Only Emailed:

Included a personalpicture:

step

3DealerKnows: Follow-Up

Page 32: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Called Before Emailing: 34.55%

Email provided price: 45.45%

Email provided multiple pricing options: 7.27%

Called Before Emailing:

Email provided price:

Email provided multiple pricing options:

Email use:

step

3DealerKnows: Follow-Up

Page 33: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Email Philosophy.

step

4Provide MSRPCompetitive Price (Showing the savings)

Alternate Vehicles (models as low as…/comparable used)

Link to Inventory (for new)

Link to “Get Pre-Approved Here” (for used)

Set up for the Call

later: send a personal video message or photo

DealerKnows: Follow-Up

Page 34: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Process methodology.

1st Email: Give them what they asked for with additional options2nd Email: Sell yourself right away

with personal picture/video message3rd Email: Sell your process

4th Email: Sell your dealership

5th Email: Sell your brand

In all future contact, make sure to ask questions and offer them something special or interactive

step

4DealerKnows: Follow-Up

Page 35: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Mystery shop results:

step

5DealerKnows: Follow-Up

Called Before Emailing: 36.36%

38.18%Email provided 3pr38.2:

14.55%Email provided multiple pricing

options:

One hour email response:

Email Reliance:

Phone Reliance:

Page 36: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Inspect what you expect.

step

6DealerKnows: Follow-Up

MonitorPoliceMeasure

Page 37: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

DealerKnows: Thanks

Joe WebbPresident and Founder

DealerKnows ConsultingDealerKnows.com

VirtualDealerTraining.com847-456-5130

Twitter/zonewebbLinkedIn/josephwebb

Page 38: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com.

Got a Question? Ask our Expert!

Page 39: The 3 Primary Elements of a Successful Internet Department and the 5 Keys to Creating a Profitable Lead Management Process

Check out our upcoming webinar…

How to Use Auto Shopper Data to Lower Costs and

Increase Sales

Wednesday, January 11, 2012 9am Pacific


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