The Wizard and the Silver Fox Deliver Digital MagicTodd Smith, CEO of ActivEngage

David Kain, founder of Kain Automotive

@Toddlearsmith | @Kainautomotive

Sales

Apprentice

Website

Mastery

Live Chat

Best ResponseCRM

Mastery

Effective

Follow-upFantastic

Communications

Digital Magic

Fixed Ops Focus

1 HIRE THE RIGHT APPRENTICE

Which style fits your future?

Perhaps somewhere in between?

TRAITS TO LOOK FOR: Trait 1 – Loves Digital

Trait 2 – Embraces Change

Trait 3 – Socially Oriented

and has…

@Toddlearsmith | @Kainautomotive

SKILL SETGreat salesperson

Adapts easily to technology

Excellent communicator

Great typing/texting skills

Strong product knowledge

Quality presenter

RECRUITING:UPDATE THE MESSAGE

Energetic people needed for

Internet Communications

Digital Marketing

Social Media

INNOVATIVE COMPENSATION

Draw + Commission

Salary + Bonus

VS.

& LifestyleBenefits

2 REMOVE THE WIZARDRY FROM YOUR WEBSITE

Dealer & Brand Logos

Contact Us

Service Scheduler

New Car Specials

Used Car Specials

Cluster of VDP Pages

Lead Forms

Meet Our Staff

CREATE A CLEAR PATH

MINIMAL OPTIONS

WHICH WOULD YOU SEND?

VS.

OPTION A.

OPTION B.

WINNER!!!! OPTION B.

3 TRICKS OF

THE LIVE CHAT TRADE

YOU HAVE TO INSPIRE A CHAT

VS.

OPTION A.

OPTION B.

WINNER!!!!OPTION A.

CHAT LIKE YOU ARE FACE TO FACE

BEHAVIORAL INTELLIGENCE

LIVE CHAT BENCHMARKS

1-2% of UV’s Click to Chat6 seconds to answer a chat80% of chats are converted into a lead20% of leads include appointment5-10 minute conversation length

4 CREATE AN EFFECTIVE FOLLOW-UP PLAN

PUSHPRESSNURTURE

For 2 Weeks

Forever

For 3 Days

Day 1 Day 2 Day 3

“PERSONAL PUSH”Recommended Actions

Day 5 Day 8 Day 11 Day 14

Connection Plan

SP/BDCPersonal

Call

Manager Call if needed

SP/BDCPersonal

Call

Dealer Satisfaction Survey Email

SP/BDCQuick Update Email

SP/BDCBridge to long-

term Email

SP/BDC Personal

Call

Auto Response

Casual ContactRecommended Actions

Mid-TermRecommended Actions

SP/BDCCall 2x

SP/BDCPersonalEmail 2x

Optional Personal

Note & TEXTSP/BDCPersonal

Email

Manager Email

SP/BDC Quick Email

SP/BDC Personal

Call

CONNECT QUICKLY WITH PERSONAL COMMUNICATIONS

SP/BDC Personal

Call

Manager Lead

Review Meeting

TWO WEEK PRESS

STAY IN CONTACT UNTIL THEY BUY WITH…NURTURE MARKETING

2 x Month 1 x Monthup to 3 months

SP/BDC Personal Call

Dealership eNewsletter &

Specials Email

Continue to follow up until they buy or unsubscribe

1x Week 1 x Week

SP/BDCPersonal Call

SP/BDC Update Email

NURTURE PHASE IWeeks 3 - 6

NURTURE PHASE II6 + Weeks

5 MAKE YOUR 1ST RESPONSE YOUR BEST RESPONSE

RULE OF 2’SOn average, shoppers will visit 2 dealers

…and will take 2 test drives throughout the process

Source: Edmunds.com Car Shopping Trends Report

CALL FIRST

Hi David,

I’m excited to help you with your 2008 Dodge Challenger purchase. Here’s a link with the pricing information and a brief video of the car. Would you have a moment for a call to let me tell you some important information about the Challenger?

Kelly (btw…I’m text friendly at 813-547-1367)

SEND ENGAGING EMAILS

Here’s a link with the pricing information and a brief video of the car.

(btw…I’m text friendly at 813-547-1367)

BE HUMAN Leverage Video to inspire curiosity – be natural

PROVIDE VALUE

6 DEVELOP FANTASTIC COMMUNICATION SKILLS

I am an amazing

communicator

AVOID THIS MOST COMMON MISTAKE

CONTROL YOURSELF

CONTROL THE CALL

I HATE Scripts!

CREATE YOUR EDC

EMPLOYEE

DEVELOPMENT

CENTER

7 BE SOCIALLY ENGAGING

Have a Daily SOCIAL HOUR with your Sales Team

post interesting product info

endorse friends & clients

like customer and friend posts

+1 industry news and company events

Post a Daily product video

Daily Social Habits

IT’S NOT SELLINGIT’S SOCIALIZING

Endorse

Like

Favorite

8YOUR CRM IS THE SECRET TO YOUR MAGIC

WHAT DOES CRM MEAN?

Lives close by dealership

Married with 2 kids

Husband is Joe, kids are Mike & Jenny

Previous buyer

Owner of Ad Agency

Birthday is October 12th

Likes to pay cash or lease

Always gets a sunroof

Loves Soccer and Photography

Favorite car colors are Blue and Silver

Remember…the more you know about your clients the better you can help them and in turn…help yourself!

Managers need to know the CRM better than anyone in the store!

DAILY MANAGEMENT CRM CHECK-OUTS

9 MAKE FIXED OPS A PRIORITY

DRIVE SERVICE TRAFFIC TO YOUR WEBSITE

Metrics you can’t positively live without

messing up your job and potentially putting your

career in jeopardy

10

THE WIZARD’S METRICS

Unique Visitor Traffic

Bounce Rate

Pages per Visit

Conversion Rate

THE FOX’S METRICS

Response Time

Connect Rate

ApptsKept

Close Rate

Sales

Apprentice

Website

Mastery

Live Chat

Best ResponseCRM

Mastery

Effective

Follow-upFantastic

Communications

Digital Magic

Fixed Ops Focus

Todd Smith CEO of

ActivEngageTodd@activengage.com

(321) 441-7700@Toddlearsmith

Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.

David Kain Founder of Kain AutomotiveDavid@kainautomotive.com(859) 533-2626@Kainautomotive