Internet Leads

Guest Speaker: Jennifer Suzuki, Founder of e-Dealer Solutions
Dealers Edge Webinar, May 2012
Focus: Internet Ups: Guiding the Prospect from Email to Phone to
Showroom
About Today’s Speaker
Jennifer Suzuki
• From Northern CA
• e-Dealer Solutions, Inc. Founder & President
• Ed Morse Automotive Group Corporate Internet
Director
• Autobytel.com Regional Director
• Reynolds & Reynolds Trainer
• Northwood University Automotive Markting &
Management Graduate
• Auto Sales Career Begins in 1994
Internet Leads/
Phone Traffic
What’s trending at your dealership?
Walk-ins
Phone-ups
Internet leads
Business Models
How many internet leads per month?
How many incoming sales call per month?
How many salespeople/managers?
What are the skill sets?
- technology, communications, employment aspirations,
work ethic, sales experience
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Internet Leads/ Phone Traffic
What Is Your Business Model?
BDC
Cradle To Grave
BDC/Internet Hybrid
Sales Managers
All Salespeople
Goals:
Daily Activities:
•To set appointments
• Showed appointments
• Vehicle sales
• Respond to internet leads
• Follow up through phone calls and emails
• Input notes in CRM
• Prep for appointments
• Demo
• Write-Up
• Negotiations
• Delivery
• After the sale follow-up
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Internet Sales Process & Sales
Techniques
What Is Your Internet Sales Process?
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Lead distribution
Goal for response time
Initial contact; phone call or email
Phone call guidelines
Voicemail guidelines
Email composition
Follow-up schedule
Appointment confirmation
Appointment guidelines for shows and no shows
Sales process protocol
Management accountability to the process
Example of Internet Lead
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To: Nissan Dealer
From: [email protected]
Subject: 2011 Nissan Maxima 3.5 SV Quote
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I am looking at your Pre-Owned, 2011 Tuscun Sun
Metallic.
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Comments: Is this car available? No games. What is your
bottom line, out the door price? Please verify this is a certified
vehicle. Email please. Thank you...Joe
Goal: Appointments That Show!
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Turning Emails Into Phone Calls
Goal: Appointments That Show!
Turning
Phone Calls Into Appointments That
Show On Time!
e-DS Strategy:
•1. Relationship
•2. Commitment
•3. Appointment
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Subject: Joe, I have answers to your questions re: 2011 Nissan
Maxima 3.5 SV Quote
•Good Afternoon Joe,
•Thank you for contacting me today about your interest in our 2011 Nissan Maxima
3.5 SV. Great choice by the way! I too drive a Nissan and have enjoyed it for many
years!
•I want to be sure that I answer your questions accurately as well as provide you an
effortless and professional car buying experience. You asked me some specific
questions on your email: “Is this car available? No games. What is your bottom
line, out the door price? Please verify this is a certified vehicle. Email please.
Thank you...Joe”
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Joe, I work with all of our internet clients and provide a truly unique experience. You
can expect that once you have agreed on this vehicle that I will personally ensure it is
detailed, gassed and ready for immediate delivery. Depending on how you want to
purchase the vehicle, I can expedite your time by having applicable paperwork
completed prior to your arrival. My goal is to ensure your time-savings during your
buying experience.
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•To answer your questions I went out to our inventory and spent about 20 minutes doing
some research. Yes, this vehicle is here right now! I also pulled the service records and
found out that two new rear tires were replaced; the front are nearly new with about 90%
tread remaining. This car looks brand new! The interior is flawless as well as the exterior no dents, dings or scratches! The mileage is accurate. AND, the previous owner lives
locally and has diligently maintained this vehicle by completing all scheduled maintenance
here at our dealership.
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By the way, YES, this vehicle has been certified and has some factory warranty remaining.
Our prices are very competitive so that we will receive emails from educated consumers
like yourself. We has priced this vehicle to sell! This is an exceptional vehicle in great
condition.
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Would you like me to assist you with a trade appraisal? Have you looked into
financing?
I have some more information you will find useful so hopefully you can spare a few
minutes by phone. Can you email me some good times for a quick chat today?
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Key Points to Email Responses:
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Personalize
Customize
Thank you!
Address Specific
Questions
• Build Value:
Salesperson &
Buying Experience
•Create Obligation
•Ask For Phone Contact
and/or Appointment
•Ask Questions
•Follow Up!
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Effective Internet Phone Call Steps:
Outbound Phone Call
1. Introduction
2. Sell the value in you and the car buying
experience
3. Review the vehicle
4. Obtain trade/finance information
5. Set the appointment!
Evaluate Your Internet Inbound and
Outbound Phone Call:
• Identify the areas of the call that create the most risk for the
salesperson
• How is contact information collected?
• Determine what VALUE the salesperson and dealership will
offer this buyer
• What will separate you from the competition?
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Evaluate Your Internet Inbound and
Outbound Phone Call:
• What makes your process different?
• What questions are asked? Required?
• How is price & availability related questions handled?
• How is the appointment explained and set?
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
•INTRODUCTION:
Is this <PROSPECT NAME>?
This is <SALESPERSON NAME>, I work with all of our internet clients here @
<DEALERSHIP NAME>
Confirm vehicle year, make, model
Let’s go over your email…
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
RAPPORT BUILDING/QUALIFY:
Is this vehicle for you?
What are you driving now?
Family or Work?
Have you driven a <MAKE,MODEL> before? (Yes, did you drive it here?) (Other store,
what happened? Tell me about that…)
How long have you been researching for a new car online?
Have you already narrowed it down to the <YEAR, MAKE,MODEL> or are you looking at
other models? Which ones? Have they driven those yet?
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
•SELL THE VALUE IN YOU & THE CAR BUYING EXPERIENCE:
Is this the first time you have purchased a vehicle online/from an Internet Department?
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Explain the difference....Traditional vs. Internet
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One-point of contact
Cleaned up/Gassed Up/Pulled Up front
Have the car warm and ready!
Paperwork completed: fax or email driver’s license, VIN, insurance
How does that sound? Different right?
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
•REVIEW VEHICLE:
So you are interested in a <YEAR, MAKE, MODEL>…..<#> different series…
Open to all colors?
Base or Luxury?
Interior colors?
Cloth or Leather?
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
•TRADE/FINANCE:
Earlier you told me you were driving a <TRADE>, Will you be replacing this vehicle?
Obtain trade vehicle information- How many miles are on your car? (Get out your trade
appraisal form and complete!)
Have you looked into financing?
Who did you finance with?
Online finance application – let’s get online right now! www._____com , under the finance
tab…
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
SET APPOINTMENT:
1. Invite prospect in for exclusive appointment to visit the Internet department
2. Offer 2 dates and 2 times (15’s and 45’s)
3. Confirm email address. I’ll email you a confirmation
4. Explain that you will email a confirmation of their appointment along with your contact
information
5. Do you know how to get here? Offer mapping door-to-door directions
6. Request cell #
7. Ask if they receive text messages - ok to text?
8. Give prospect a visual of you preparing for their appointment 45 minutes before expected
arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior
to their arrival.
9. Inform of ‘Appointment Confirmation Call’
10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you
pull on the property; I will meet you at your car
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Internet Phone Guideline
GOAL: 15-20 minutes = Quality Call
SET APPOINTMENT:
6. Request cell #
7. Ask if they receive text messages - ok to text?
8. Give prospect a visual of you preparing for their appointment 45 minutes before expected
arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior
to their arrival.
9. Inform of ‘Appointment Confirmation Call’
10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you
pull on the property; I will meet you at your car
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The Most Common Breakdowns
During the initial phone call
1. Prospect takes control of the call/dictates sales process
2. Prospect is given the opportunity to ask for a price
3. Prospect is given the opportunity to ask about vehicle availability
4. Prospect feels no obligation to buy from the salesperson
5. Prospect does not see or buy the value of the salesperson
6. The prospects hesitations, fears and expectations have not been
addressed and overcome
Internet Sales Innovative Ideas
Edmunds Reviews
(Every Pre-Owned Vehicle)
Using Vehicle Reviews In
Buying Experience
Appointment Folders:
CarFax or Autocheck
Service R.O. Info
Edmunds Model Year Review
Spec’s
Safety Information
Consumer Ratings/Reviews
Dealership Online Reviews
Print Out of Vehicle Listing
CRM Logged Follow Up Calls/Emails
Salesperson Videos
Salesperson Emails Video Introduction (Ideally after
phone contact has been made)
- Answers Prospect Questions
- Humanizes The Sale
- Creates Obligation
- Increases Value
- Increases Credibility
FLIP Videos!
Social Media
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Social Networks
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Internet Sales Reporting &
Benchmarks
Benchmarks
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Number of Leads per Internet Manager:
Closing Ratio:
Excellent
Good
Average
Poor
Average Response Time:
Average number of phone calls per day:
Excellent
Good
Average
Poor
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e-Dealer Solutions Statistics
100/per month
> 15%
13-14%
10-12%
< 10%
10 minutes or <
50 >
36-49
15-35
< 15
Benchmarks
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Lead to Appointment
25-30%
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Appointment to Show
70-80%
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Show to Sold
80-90%
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Lead to Sold
15%
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Percent Internet to Dealership Sales:
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Excellent
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Good
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Average
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Poor
> 25%
15-24%
10-15%
< 10%
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Average Front End Gross
Ask your e-DS Trainer
(results fluctuate by brand)
Average Back End Gross
Ask your e-DS Trainer
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(results fluctuate by brand)
**Should track Total Gross and Per Copy
Reporting:
Track on a monthly basis
• Total # of Internet leads
• # of Internet leads broken down by
lead source
• # of sales broken down by lead
source
• # of leads per Internet Manager
• # of appointments set, # of show, no
show, show to close, show unsold,
be-back
• # of Internet sales
• Total Closing Ratio
• Closing ratio by Internet Manager
• Average Response Time
• Response Time by Internet Manager
• Cost per lead
• Cost per sale
• Internet sales % to total dealership
sales
• Total FEG
• Total BEG
• Average FEG
• Average BEG by Internet Manager
• Total Internet Expenses
• Total Salaries/Commissions
• Total Department Gross Profit
• Total Department Net Profit
• Total Department Net/Net Profit
THANK
YOU!
Contact:
Jennifer Suzuki
e-Dealer Solutions
cell: 954.873.8029
office: 800.625.1590
[email protected]
edealersolution.com