5WaystoCloseMoreEquityLeadsinYourCRMJUNEWEBINAR

JeffOrnell,DirectorofEquityJohnHardacre,ProductManager

AudiencePar<cipa<on

• Toreducebackgroundnoise,audiencemembershavebeenmuted.•Weencourageyourques<ons.•UsetheQues<onstextboxontheGoToWebinarsidepanel.•Webinarwillberecordedandmadeavailable.

DiamondAwardWinningSolu<on

JeffOrnellDIRECTOROFEQUITY

JohnHardacrePRODUCTMANAGER

Agenda

•  WhatisEquityMining?•  HowtoBestUseEquityMiningwithyour

CRM•  ServiceDrive•  PreviouslySoldCustomers

•  Implemen<ngaProcess•  ExclusiveLook:Autobase&DealAc<vator

Integra<on

EquityMiningDefined

EquityMiningusesdealers’customerdatatoiden<fyqualifiedopportuniAesusingDMS,OEMincen<ves,andbookvalues.

Thisoffersvisibilitytothedealership’sservicelaneandcustomers’databasetogenerateaddi<onalsalesvolumeandgrossprofit.

Thissolu<onwillconvertyourcustomersintoanewvehiclewithasimilarpaymentforliZleornomoneydown.

EquityMiningDefined

• Determinethecurrentvalueforeachvehicle

• Calculateapayoff•  Iden<fyaspecifictermandratebasedonbuyerhistory

•  Factorinallcurrentrebatesandincen<ves

• Matchwith“actual”inventory•  Iden<fyopportuni<es

PowerfulCalculaAons

ResultsoftheFour-PhaseApproach

KeyBenefits:•  HigherGross•  IncreasedSalesVolume•  ConquestNewCustomers•  ReduceAgedInventory•  IntelligentandProac<veMarke<ng

AddiAonalBenefits:•  AcquireNiceTrades/CPO•  SellAddi<onalServiceContracts•  ShortenTradeCycles•  IncreaseCustomerLoyalty

DealAc<vatorFour-PhaseApproach

SERVICEDRIVE

CUSTOMERDATABASE

DIRECTMAILEMAILSOCIALADS

AGEDVEHICLES

SellMoreCarswiththeServiceDrive

CustomerData

ReduceYourAverageAgeofInventory

MineYourExisAng

ProfessionallyContactyourCustomers

ServiceDrive SERVICETOSALESHANDOFF

PollQues<on

•  Lessthan10%

•  11–30%

•  31–50%

•  Over50%-Rockstar

Whichpercentageofcustomersareyoucurrentlyspeakingwiththatarecomingintoyourservicedrive?

ServicetoSalesHandoff

1.Iden<fyOpportunity

2.AppointmentReminder

3.EstablishaVIPProgram

4.Consulta<veCommunica<on

5.StrategicLoaners

6.FollowUp

ServicetoSalesHandoff

•  Servicedriveislargestpoolofbrand-loyalsalesprospects

•  Manyareconquestcustomersforyoursalesdepartment

•  HigherGrossduetolackof“shopping”•  Primeopportunityforgreatfrontlinepre-ownedunits

•  Auc<onvehiclescosttoomuch!

•  FocusoncustomersthatarealreadyinYOURdealership

•  10%ofcustomersDAILYqualify

TheReasons

THEKEY:Pullcustomersintothemarketbyofferingtherightmessageattheright;me

ServicetoSalesHandoff

•  ImproveCustomerExperience,Loyalty&IncreaseVehicleSales

•  ImproveProfitability(+$480Front-endgross)*

•  Turncurrentservicecustomersintorepeatsalescustomers

•  AcceleratetheCustomerBuyingCycle

•  AcquireHighlyDesiredPre-ownedVehicles•  Thereisaddedvaluetoacarthathasbeenservicedatyourdealership

What’sinitforme(WIIFM)

*BaseduponDealAcAvatorOEManalysis

ServicetoSalesHandoff

•  Leadssentdaily

•  PushtoCRMwhenappointmentismade

•  ChromePlug-in

HowtouseyourCRM&EquitySoluAon

ServicetoSalesHandoff

PushtoCRM

ServicetoSalesHandoff

ChromePlug-in

Don’tMissAnyOpportuni<esMobileisanEssenAalComponentofEquityMining

•  ProvidesflexibilityintheServiceLane

•  Ensuresthatyoucancaptureeveryopportunity

•  VinScan•  Executeandmonitorcampaigns

any<me,anywhere•  Reverseinventorylookup

PreviouslySoldCustomersPROACTIVELYMININGYOURCUSTOMERDATABASE

PollQues<on

•  Birthdaycall

•  Anniversarycall

•  Never

•  Equitycall

WhenDoYouContactPreviouslySoldCustomers?

Priori<zeyourBestProspects

SendanEmail

TrackCalls

SendaLe`er

PointsofContact

Typesofpointsofcontact:•  Emailmarke<ng

•  DirectMail

•  Customizedphonescripts

•  Customizedemailtemplates

•  CustomizedleZertemplates

•  Facebookadver<sing

•  Presenta<onsheet

•  Bookvaluecer<ficate

MarketindicatesuAlizing3pointsofcontactincreasesclosingraAosas

muchas300%

QuickFollow–CustomizableScripts&Templates

GoalsandInventory

BuildScenariosThatWorkWithYourGoalsAndInventory

CreatemulAplecampaignsfocusingondifferentgroupswithno

overlap

Quicklyandeasilysetallcriteriaforyournewequitysearch

ImplementaConsistentProcessMAKINGSUREITWORKS

VerifyROI

Implemen<ngaProcess

• Plan•  Day(s)before

• Prepare•  NightBefore

•  Execute•  Dayof

• Pipeline•  Followup

Whatittakes

Implemen<ngaProcess

• Checkserviceappointments•  Searchinadvance

• Verifyappointmentwiththecustomer• Askcustomertoseekoutspecialistatdealership

•  Freegis•  Carwash•  Starbuck’sgiscard

•  Infoaboutyourcar•  CarWash

PlanningPhase

Implemen<ngaProcess

•  LogintoCRM/Equity• Prepareequitypacket

•  Freegis•  Presenta<onsheet• Wewanttobuyyourcar

• Pullupmatchingvehiclenearservicedrive

PreparaAonPhase

Implemen<ngaProcess

• Greetcustomerinservicedrive• GiveVIPspeechandhandpacket•  Iscustomerinterested

•  Yes•  No

ExecuAonPhase

Implemen<ngaProcess

•  Sendcustomerthankyounote• MakesureCRMisdocumentedtobeginautoma<onprocess

PipelinePhase

CustomizablePresenta<onSheet

CustomizableBookValueCer<ficate

AutobaseandDealAcAvatorIntegraAonEXCLUSIVELOOK

CRMAdvantages

• Doesn’trequireseparatefollowupmethodswithinCRM

• Noaddi<onaltrainingneededinadifferentsoswareapplica<on

ConsistentFollowUp

CRMAdvantages

• Allsalesandservicepurchasehistoryisatyourfinger<psinCRM

• CustomerscontactedbytheirSalespersonorBDCRep

DataatyourfingerAps

LiveDemo

• Workthemostimportantequityleadsfirst

•  LogcontactresultswhichsynchronizeswithDealAc<vator

•  StartopportunityeasilyfromwithinAutobaseEquityLog

• Putsequityopportuni<esintothenormalsalesprocessestoensurefollowuptocomple<on

AutobasePriorityEquityLeads

LiveDemo

•  LeadsfromServiceorsentfromDealAc<vator

• Printorsaveproposalstosend

AutobaseEquityDripLeads

THANKYOU

Q/A? ?

www.fb.com/dominiondealersolutions www.twitter.com/dominiondealer

JeffOrnellDirectorofEquitySolu<onsjeff.ornell@drivedominion.com

317.428.6103

JohnHardacreProductManagerjohn.hardacre@drivedominion.com

317.428.6006