2 day ism workshop v1.1

Internet Sales SolutionInternet Sales Solution

RTS SWAT TeamRTS SWAT Team(Special Web Actions & Tactics)(Special Web Actions & Tactics)

Featuring:Featuring:

By The End Of This Session, You Will Be By The End Of This Session, You Will Be Able To:Able To:

Create More Opportunities to do Business – More Leads.

Create More Appointments that Show Up.

Convert More Shows into Sales.

Make More Money $$$.

The RTS SWAT TeamThe RTS SWAT Team• Jerry Borman

• Debi Bruckwalski

• Ralph Paglia

• Bill Cress

Day 12003 ISS SWAT Dealer Program

How Can Buyers Shop OnlineGenerating TrafficInteractive Website

Day 2Handling Incoming Leads

Creating Appointments That ShowCustomer in the Showroom

Class Survey Online: www.PagliaMotors.com

http://www.pagliamotors.com/

For Everyone’s Benefit…For Everyone’s Benefit…• Please Silence Your Mobile Phones.

• Breaks Are 15 Minutes, And Lunch Is 45 Minutes.

• Please Return To The Class Promptly At The End

Of Each Break or Lunch.

• If You Return After The Time Limit, You Must

Entertain Us With A Song Or Joke.

• Restrooms and Break Area.

Action PlanAction Plan

Who Are You?Who Are You?

• Name

• Dealership

• Position

• Cyber Savvy Meter 1-5

Monthly Core Program• Email Process Follow-Through

Percent Points76%+ 351%-75% 230%-50% 1

• Lead ResponseTime Points1 hour or less 31.1 hours-2 hours 22.1 hours-4 hours 1

2003 RTS SWAT Dealer Program !2003 RTS SWAT Dealer Program !

Monthly Core Program Pulls

Points Pulls6 33-5 22 1

2003 SWAT Program Incentives !2003 SWAT Program Incentives !

Monthly Bonus Program

Service/Parts Inquiries: 75% responses under 4 hr 1 Point

• Site Grade: 7+ out of 10. 1 Point

• Lead Management Tool: High usage SalesPoint. 1 Point

• Web Site: High usage of DealerConnection. 1 Point

• Email Collection: 30% of RDR 1 Point

• Virtual Field Input (Retail Radar): Dealer feedback 1 Point

2003 SWAT Dealer Program !2003 SWAT Dealer Program !

Monthly Bonus Program

Monthly Bonus Program PullsPoints Pulls4-6 22-3 1

Year End Bonus ProgramAttend Training + Qualify Core

Program = 1 Pull Check!


2003 SWAT Dealer Program !2003 SWAT Dealer Program !Tracking eCertified Qualifications

Category December December YTD Requirement

Emails Collected 10.7% 21.8% 25%Point change over prior month -6.6 -0.9 5%

Lead Response 50.0% 18.8% 75% (2 hours or less)

Site Grade 10 10 7+

Customized Homepage Text Message Yes Yes (Customized text to promote individuality.)

Customized More About Us/Dealer Awards/Calendar Yes Yes (Provides overview of dealership, philosophy, awards, etc.)

Customized map Yes Yes (Clear and concise directions to dealership.)

Staff Photos / Positions Yes Yes (Identify contact personnel in key department positions.)

New Vehicle Inventory Yes Yes (Data display of new vehicle inventory.)

New Vehicle Photos Yes Yes (Participation of FP5 provides automatic qualification.)

Used Vehicle Inventory Yes Yes (Data display of used vehicle inventory.)

Used Vehicle Photos Yes Yes (Photos available on majority of used vehicles.)

Certified Designation Yes Yes (Utilization of the Toyota Certified logo.)

Virtual Pooling Yes Yes (Consumer's ability to view your dealership's pipeline

Sales Reporting Yes Yes Yes (Internet sales reported to S.E.T. monthly by the 5th.)

10105 Toyota Mall of Georgia

You qualify for 0 pulls this month.

2003 SWAT Dealer Program !2003 SWAT Dealer Program !Tracking eCertified Qualifications

2003 SWAT Dealer Program !2003 SWAT Dealer Program !SWAT Qualifications

Category December December YTD Requirement

Emails Collected 10.7% 21.8% 25%Point change over prior month -6.6 -0.9 5%

Lead Response 50.0% 18.8% 75% (2 hours or less)

Site Grade 10 10 7+

Customized Homepage Text Message Yes Yes (Customized text to promote individuality.)

Customized More About Us/Dealer Awards/Calendar Yes Yes (Provides overview of dealership, philosophy, awards, etc.)

Customized map Yes Yes (Clear and concise directions to dealership.)

Staff Photos / Positions Yes Yes (Identify contact personnel in key department positions.)

New Vehicle Inventory Yes Yes (Data display of new vehicle inventory.)

New Vehicle Photos Yes Yes (Participation of FP5 provides automatic qualification.)

Used Vehicle Inventory Yes Yes (Data display of used vehicle inventory.)

Used Vehicle Photos Yes Yes (Photos available on majority of used vehicles.)

Certified Designation Yes Yes (Utilization of the Toyota Certified logo.)

Virtual Pooling Yes Yes (Consumer's ability to view your dealership's pipeline

Sales Reporting Yes Yes Yes (Internet sales reported to S.E.T. monthly by the 5th.)

eCertified Toyota Dealer TrackerDecember, 2002

10105 Toyota Mall of Georgia

You qualify for 0 pulls this month.

Dealership (View Detail)

DealerCode

District City State Date Sent Score

Toyota Dealer 09999 01 Dearfield FL1/3/03

11:06:55 AM2

Toyota Dealer 09999 01 Dearfield FL1/14/03

11:59:19 AM0


Congratulations to the 2002 SWAT Platinum Dealers:

Delray Toyota

Stone Mountain Toyota

Stewart Toyota of North Palm Beach

Patterson Toyota

Toyota of Orlando

Platinum Status

The Car Shopping The Car Shopping ExperienceExperience

How Customers Shop On-lineHow Customers Shop On-line

Manufacturer Sites Information Sites

3rd Party Buying ServicesDealer Website

Manufacturer SitesManufacturer Sites

• www.Ford.com

• www.Toyota.com

• www.Honda.com

• www.NissanUSA.com

http://www.ford.com/

http://www.toyota.com/

http://www.honda.com/

http://www.nissanusa.com/


http://www.honda.com/

http://www.nissanusa.com/

Manufacturer’s SiteManufacturer’s Site

Go to www.Toyota.com.• Find the 360 tour of the 2003 4Runner.• Find the price and incentives of the 2003

4Runner.

1. How easy is this site to use on a scale of 1 to 10?

2. What do you like about Toyota.com?

3. What would you improve?


Information ServicesInformation ServicesKelly Blue Book.com Edmunds.com

http://kbb.com/

http://edmunds.com/

Information ServicesInformation Services

Find the trade in value of a 2000 Ford Explorer utility 4dr V6 SOHC, AT, 4WD, 36000 mi. Equipment: XLT, AC, power steering, power windows, power locks, tilt, cruise control, am/fm/cassette, power seat, roof rack, privacy glass, running boards, alloy wheels, oversize off road tires. Use zip code 19096.

$ __________ $ __________

Trade Value Retail

Find the M.S.R.P. and Invoice value for a New 2003.

$ __________ $ __________

M.S.R.P. Invoice

http://kbb.com/

Information ServicesInformation Services

Virtual Walk Around“Help Me” option

http://kbb.com/

Information ServicesInformation ServicesVirtual Walk Around

“Help Me” option

http://kbb.com/

Information ServicesInformation Services• Kelly Blue Book.com

– $60 Million Site, 6.5 Million Visits Per Month.– Embrace The Information, Don’t Disgrace It!– Virtual Walk Around “Help Me”.

• Edmunds.com

– 4.3 Million Visits Per Month.

– Shows Invoice That May Or May Not Be Correct.

– Shopper Is More Likely To Believe 3rd Party.

33rdrd Party Buying Services Party Buying Services• MSN Autos (formerly Carpoint)

• Autobytel

• Cars Direct

• Cars.com

• AutoAdvantage

• AutoWeb

MSN Autos MSN Autos

Go to http://autos.msn.com.Think Like a Customer, and go through the process

to purchase a 2003 Toyota Camry LE 4 cylinder.

1. As a shopper, what would you like about this site?

2. How ready are you to come to the dealership?

3. What would frustrate you about this site?

What Do These Sites Not Tell What Do These Sites Not Tell Me?Me?• What Is Available For Me To Buy Today!

• Who Am I Working With!

The Dealer WebsiteThe Dealer Website

Informational

TransactionalConversational

Go To Your Dealer Website• Go To Each Department Page.• Go To New Car Specials.• Go To New, Inventory, and

Pick Out a 2003 Model.


1. Easy to use? Fast, Easy, Simple, My

Way?

2. What do you like about your site?

3. What would you improve?

4. How are you going to improve it?

The Dealer Website – The Dealer Website – Buyatoyota.comBuyatoyota.com

http://buyatoyota.com/

7 Things That A Dealer Website Needs:

1. Inventory

2. Pricing

3. Trade Evaluation

4. Specials

5. Invoice

6. Used Car Photos & Descriptions

7. Calls To Action


The Dealer WebsiteThe Dealer Website• It’s Another Means Of Communicating With Your Shoppers!

• The Click Experience Has To Exceed The Brick Experience.

• Find – Serve – Keep! It’s About Them!

• It Has to Help Them Buy A Car! It’s All About The Customer!

It’s All About THEM!

• 3 Reasons They Come In:

– They Like Your Dealership

– They Want a Car

– They Want to See What You Have to Offer Them

• Keyboard To Keyboard => Phone To Phone => Face To Face


• Go to your Action Plan and write down at least 3 Ideas that you can take back and implement immediately.

• Think through the details of What needs to be done, When the task will be completed, Who needs to be involved and How you will implement the idea. Document these details under Applications.

The Modern CustomerThe Modern Customer

There Are 3 Types of Internet There Are 3 Types of Internet Shopper:Shopper:

Pro

AnglerWeekender

• Access to the Internet at home or at work

• Surf the Internet, and use it for shopping research

• Unwilling to send personal information over the internet

• 60% of American Car Buyers

WeekenderWeekender

• Access to the Internet at home and at work

• Surfs the Internet, and uses it for research

• Will send a lead and/or call

• Will not complete the purchase over the internet

• 22% of Car Buyers

AnglerAngler

• Access to the Internet with multiple tools

• Prefer to surf the Internet to shop

• Will send a lead and/or call

• Prefers to complete as much of the purchase as possible over the internet

• 8% of Car Buyers

ProPro

Today, All Shoppers Go Fishing!Today, All Shoppers Go Fishing!

Do we need a strategy for all 3 types of shoppers using the Internet?

ProAnglerWeekender

Expectation GapExpectation Gap

Net Buyers CSI is 12 to 19pts Lower!

Questions They Used To Ask:Questions They Used To Ask:

• Is the car front wheel drive or rear wheel drive?• What colors are available?• What kind of engine does it have?• Does it come with a full size spare?• Can I get a CD player with the car?

Questions They NOW Ask:Questions They NOW Ask:

• Do you still have the Tundra SR5 in a V6?• How does your ABS compare to the Honda Oddity?• How soon can you get one in Imperial Jade Mica?• How long will it take you to install that $298 under-

the-rail bedliner?

Questions They Will Always Questions They Will Always Ask:Ask:• What is your best price?• What will you give me for my trade?• Can I just get your numbers so I can think

about it?

How Do We Respond?How Do We Respond?

1. “No Problem! So we can help you get the information you need, may I ask you a few quick questions?”

2. “At ABC Motors, we use a fair price philosophy to determine the selling price of ours, and the trade value of yours. Let’s find exactly what you need, and I will get you the correct numbers. Sound fair?”

3. Give a price.

The more time the shopper spends with the Internet Sales Consultant, the more obligated they feel to buy!

• Step 1 – In teams of 4, list all of the challenges of dealing with the modern customer.

• Step 2 – Exchange Lists with another team.• Step 3 – Brainstorm solutions for another

team’s list of challenges.

1. What are your current best practices?

2. What did you learn that will provide solutions to these challenges in the future?


WorkshopWorkshopLunchLunch

Be Back in 45 Minutes!Be Back in 45 Minutes!

Generating LeadsGenerating Leads

TrafficeMail Campaigns

TrafficTraffic

• Driving Traffic to your

site

Website Marketing Strategy

• Web Brand Management

• Registering URL’s

Website Marketing Website Marketing StrategyStrategy

Web Brand Management Web Brand Management StrategyStrategy

June 2001 Nielsen SurveyJune 2001 Nielsen Survey• 189 Million Internet Users.

Average Internet User:• 21 Sites Visited Per Day.• 32 Sessions Per Day.• 35 Page Views Per Session. • 1120 Pages Viewed Per

Day.• 16:29 Hours Per Month

Spent Surfing the Net.

The Harvest Is Great, But The Workers Are Few…



http://www.jaywolfe.com/

http://modernautonet.com/

http://toyotamall.net/

http://justsaymagic.com/

http://thomason.com/

Registering URL’sRegistering URL’s

What’s Your Location on the Internet?


• Misspellings

• Individual Franchises

• Other Variations of the Dealership Name


• Visit www.verisign.com

• Make sure the dealership is

Registrant, Administrator, Billing

and Technical Contact.

• Buy the “Web Forwarding” Feature

http://www.verisign.com/


An Actual Nightmare….

eMail CampaignseMail Campaigns

• SalesPoint 6.0 Improvements

• Sending eMail Campaigns

• eMail Collection for RDR and

DMS

SalesPoint SalesPoint 6.0 6.0

ImprovemenImprovementsts

• Work Flow• Enhanced Reports• Phone Scripts

http://carclient.net/

Sending eMail CampaignsSending eMail Campaigns

• In-Active Contact List – SalesPoint 6.0• Ford Supplied: Owner’s Only, Auto Shows, Hot

Leads• New Product Launches

Sending eMail CampaignsSending eMail Campaigns

Let’s Send a Campaign Right NOW ! ! !• Log on to SalesPoint.DealerConnection.com• Go to the In-Process Prospects• Click on “Contacts Inactive for 7 or more days.”• Send the “Are You Still Interested Template.”• Check These 1st Thing in The Morning.

eMail Collection on RDReMail Collection on RDR

• How eMails can be Used By Your Dealership

• How To Get an eMail Address Every Time!

eMail Collection on RDReMail Collection on RDRHow eMails can be Used By Your Dealership

– Ford Sponsored eMail Campaigns

– Owner’s Only Customer Page

– MRP

– TQP

eMail Collection on RDReMail Collection on RDREmail Collected verse RDR

8.0

30.1

42.5

0.0

10.0

20.0

30.0

40.0

50.0

Jan-02 Jul-02 Jan 03

% o

f E

ma

ils

eMail Collection on RDReMail Collection on RDR• SET Sponsored eMail Campaigns

eMail Collection on RDReMail Collection on RDROwner’s Only Page

eMail Collection on RDReMail Collection on RDROwner’s Only Page

1. Review the recommended maintenance intervals

2. Receive Maintenance Reminders

3. Schedule maintenance at your dealership

4. View and print money-saving coupons for parts and service

5. View their Toyota service history

6. Order Toyota parts and apparel

7. View payment information, history and make on-line payments (if financed through SETF)

And so much more!


TQE and MRP Programs• Looks to see if an eMail address is present.• Correspondence is sent via eMail.• If eMail is invalid, then postal mail is sent.

How To Collect An How To Collect An eMail Address Every eMail Address Every TimeTime

• Ask.

• Tell Them How It Will Be

Used.

• Offer To Set One Up And

Teach Them How To Use It.

How To Collect An eMail Address Every How To Collect An eMail Address Every TimeTimeBenefits of Giving Your eMail Address:

1. Toyota will send correspondence via eMail, reducing the amount of paper mail.

2. Can set up your very own Customer Page at Buyatoyota.com.

3. Review recommended maintenance intervals.4. Receive maintenance reminders.5. View and print money saving coupons for parts and

service.6. View your vehicle's service history.7. View payment information if financed through SETF.

How To Collect An eMail Address Every How To Collect An eMail Address Every TimeTimeScript:• As you are completing the buyer's order, ask

"What is your eMail address?" • If the buyer replies with the obligatory 'I don't have

one', then reply,

"Would you like for me to set one up for you and teach you how to use it?"

• One of 2 things will happen at this point: the customer will say "sure", or the customer will say "I have one, I just don't want to give it to you." Then you can sell the benefits of giving the eMail address.

• Assume the close by asking,

“What eMail address would you like for me to use?”

When You Put It All When You Put It All Together…Together…

Dealer 1 74

Dealer 2 147

Dealer 3 171

Dealer 4 203

Dealer 5 417

Dealer 6 577

Leads For Atlanta Area Dealers as of January 15, 2003:

Leads Management Services

How Does It WorkHow Does It Work??Customer sends price request

AutoILM gets request

Dealership gets request

AutoILM builds vehicle as specified on the request, adds dealer mark up and simultaneously sends price quote to the dealer and customer.

Customer receives itemized price quote with dealer contact in less than 2 hours.

Dealership receives a copy of the AutoILM price quote and makes follow up call to customer.

Performance Performance (AutoILM dealers in Blue)(AutoILM dealers in Blue)

For more information For more information contact:contact:

Tom Birchett at 404-229-2432 [email protected]

Keith Platt at 954-675-9936 [email protected]

SCIONSCION

http://www.scion.com/

SCIONSCION• Southeast Toyota

Dealer Presentations

begin the week of

April 14, 2003.

• SCIONs Will Be

Available in the

Southeast in June

2004.

Internet Selling SolutionInternet Selling Solution

Training IVTraining IVThat Concludes Day 1.That Concludes Day 1.

We’ll See You Tomorrow at We’ll See You Tomorrow at 9:00 am Sharp!9:00 am Sharp!

Interactive WebsiteInteractive Website

SET On-line Training ModulesPitstop

Website Pricing ManagerMeasuring Results

New! SET On-line New! SET On-line TrainingTraining

New! SET On-line New! SET On-line TrainingTraining

Currently Available:

• AutoILM Tutorial

• SET CarClient Tutorial

• ISS Training Manuals

• Pitstop Web Mgr Tutorial

• Web Pricing Tutorial

https://www.setdealerdaily.com/

• Pop-up Specials – Guidelines

• Holiday Templates• Web Wizard 2.0• Specials 3.0

Pop-up Specials – Guidelines1. Only 1 window should pop over the actual website.2. Another may pop underneath the website.

Remember to Think Like a Customer!3. Examples of Dealers That Utilize Effective Pop-ups:

• Koons Auto Group• Thomason Automotive• Stone Mountain Toyota• SET Global

http://www.koons.com/

http://www.thomason.com/

http://www.stonemtntoyota.com/

http://trainset1.automarkinc.net/index.asp

HolidayHoliday TemplatesTemplates• Scheme Color variations 4 –

12.

• Select Holiday by Changing

Scheme Color.

• Scheme Has To Be Changed to

Non-Holiday Color Manually.

Web Wizard Web Wizard 2.02.0


3 Easy Steps:

1. Article Configuration.

2. Page Configuration.

3. Host on Dealer Website Using Wildcard Links.

http://trainset1.automarkinc.net/admin


• Follow the Instructions on page 90-92 in your manual to create this new page New 4Runner Webpage.

• Using New Car Wildcard #5, host the new page on your site.

Specials 3.0Specials 3.0


Specials 3.0Specials 3.0

• Log into Pitstop

• Select Specials 3.0

• Set up some Generic Specials using the new format.


Website Pricing ManagerWebsite Pricing Manager• New Vehicle Pricing Matrix• New Vehicle Specials “Hot On The Lot”• Access Through SET Dealer Daily 3.0• How To Establish Your Pricing

http://www.setdealerdaily.com/

Website Pricing ManagerWebsite Pricing Manager

Suggested Guidelines For Establishing New Vehicle Pricing:

• Establish % margins. Helps to keep profit.

• Organize by model line with payment information for both.

• Post prices for your entire inventory.

• Stay consistent with print advertising.

• Comply with the laws of your state.

• Make your pricing accessible to everyone on the team.

• Review weekly and revise as often as the market demands.

A Word about Used Pricing…A Word about Used Pricing…

• Pitstop Internet Control Panel

• Polled from DMS

• Sent from 3rd Party Used Vehicle Service (Dealer Specialties)

A Word about Used Pricing…A Word about Used Pricing…

Suggested Guidelines:• Post your entire inventory.• Keep your pricing consistent with print.• Update specials weekly.• Make pricing accessible to your team.• Consider comparing your prices to the information site

customers recognize and trust such as KBB.• Comply with the laws of your state.

Measuring ResultsMeasuring Results

Tools For Measuring ResultsMeasuring 3rd Party Provider

EffectivenessAccountability


Part Time Effort = Part Time Results

Measuring Measuring ResultsResults

It’s All About THEM.

TLC - Think Like @ Customer!

Dealer Website

Lead

Conversation

Appointment

Sold Delivery


•Unique Visitors

•Leads

•Appointments

•Appointments Shown

•Sales

Dealer WebsiteLead

Appointment

Sold Delivery

Conversation


Tool: SET Dealer Daily 3.0

http://www.setdealerdaily.com/


Tool:

General Statistics HitsSuccessful Hits For Entire Site 376,488Average Hits Per Day 13,446Home Page Hits 5,662PagesPage Views (Impressions) 264,240Average Per Day 9,437Dynamic Pages and Forms Views 197,486Document Views 66,754VisitsVisits 7,853Average Per Day 280Average Visit Length 00:05:38International Visits 0.32%Visits of Unknown Origin 18.69%Visits From Your Country: United States (US) 80.99%

VisitorsUnique Visitors 4,761Visitors Who Visited Once 3,783Visitors Who Visited More Than Once 978


Tool: Ad Source By Contact


Compare last month's web stats to this month's stats:

Last Month Current Month Next Month!

# UniqueVisitors __________ __________ ___________

# Leads __________ __________ ___________

% Leads/UV* __________ __________ ___________

# Sales __________ __________ ___________

% Sales/Leads __________ __________ ___________

Avg. Visit Length __________ __________ ___________

*Traffic Conversion Ratio


Measuring 3Measuring 3rdrd Party Provider Party Provider EffectivenessEffectiveness1. What are the

advantages of 3rd party

providers?

2. What are the

disadvantages?

3. How do we pick 3rd

party lead providers?


Measuring 3Measuring 3rdrd Party Provider Party Provider EffectivenessEffectiveness

1. Is the cost per sale providing a

profitable return?

2. How does the cost compare to

leads from your dealer website?

Cost per Lead $________

X # of Leads________

= Total Cost $________

÷ # Sales________

= Cost per Sale $________


Accountability• Designated vs. Dedicated

• Who Is Responsible For Keeping the Site Interactive and Up To Date?1. Customized Homepage Message2. Dealer Awards3. Customized "About Us"4. Customized Map5. Staff Photos and Positions

6. New Vehicle Inventory7. New Vehicle Photos8. Used Vehicle Inventory9. Used Vehicle Photos10. Certified Designation


Accountability (Self)

• Keep the Score Daily.

• Review the Score Weekly.

•Celebrate the Score

Monthly $$$$$$.

Internet Selling SolutionInternet Selling Solution

Training IVTraining IVLunchLunch

Be Back in 45 Minutes!Be Back in 45 Minutes!

Creating Appointments Creating Appointments That Show UpThat Show Up

Instant Auto-ResponsePersonalized eMail Response

Phone Call To Set Appointment

Appointment ConfirmationAppointment No Show Follow

UpNo Response Follow Up

The Internet Selling ProcessThe Internet Selling Process

It’s All About THEM.

Think Like @ Customer!

Dealer Website

Lead

Conversation

Appointment

Sold DeliveryTLCTLC22TLCTLC22

The Internet Selling and Keeping The Internet Selling and Keeping ProcessProcess

The Internet Selling and Keeping The Internet Selling and Keeping ProcessProcess3 Keys:

Speed

Selling Appts.

Follow Up

Follow Up Follow Up Phone CallPhone Call

Follow Up Follow Up Phone CallPhone Call

Shopper SendsShopper Sends a Leada Lead

Shopper SendsShopper Sends a Leada Lead

Instant Instant Auto-responseAuto-response

Instant Instant Auto-responseAuto-response PersonalizedPersonalized

Email Email ResponseResponse

PersonalizedPersonalizedEmail Email

ResponseResponse

AppointmentAppointmentMade forMade for

In-dealershipIn-dealershipVisitVisit

AppointmentAppointmentMade forMade for

In-dealershipIn-dealershipVisitVisit

Coordinate WithCoordinate WithManagementManagement

Coordinate WithCoordinate WithManagementManagement

Appt. No ShowAppt. No ShowFollow UpFollow Up

Appt. No ShowAppt. No ShowFollow UpFollow Up

Phone Call to Phone Call to Set AppointmentSet Appointment

Phone Call to Phone Call to Set AppointmentSet Appointment

No AppointmentNo AppointmentMadeMade

No AppointmentNo AppointmentMadeMade

Follow UpFollow Up eMaileMail

Follow UpFollow Up eMaileMail

Appointment Board

AppointmentAppointmentConfirmationConfirmation

AppointmentAppointmentConfirmationConfirmation

Instant Auto-ResponseInstant Auto-Response

Key Elements:1. Thank shopper for inquiry.2. Acknowledge request for information.3. Assure them a response within 2 hours, or

the next business day if closed.4. Give phone number for interim.5. Brief Overview of Internet Buying Process

and benefits.6. Keep it brief.

Let’s the shopper know that their request was received by the dealership.

Purpose:

Instant Auto-ResponseInstant Auto-Response

Thank you for contacting Southeast Toyota. Our Internet Department will be contacting you during the next 2 hours of the current business day.

It is our mission to answer all of your questions promptly and completely. Because any information sent is both important and time critical, we will be sending you a personalized email and following up with a phone call to make sure all your questions have been answered to your satisfaction.

In the meantime, feel free to call at 954-418-5123 with any questions or comments you might have. You can also browse our entire inventory online at www.SoutheastToyota.com which is updated nightly from our in-house computer system.

We are looking forward to being your single best choice for all automotive needs and earning your business every day.

Sincerely, Rusty FosterInternet Sales Specialist954-418-5123

Example:

Personalized eMail ResponsePersonalized eMail Response

To cause the shopper to have a conversation with the sender either by phone or by eMail.

Purpose:

Personalized eMail ResponsePersonalized eMail ResponseKey Elements:1. Thank shopper again for

inquiry.2. Restate shopper request

and give information.3. Give additional

information, options and alternatives.

4. Emphasize unique features of dealership.

5. Explore needs.6. Create desire for phone

dialogue.7. Use “like me” messages

to begin building a relationship.

8. Include all of your contact information, starting with your direct line in the header!

Personalized eMail ResponsePersonalized eMail ResponseExamples:

From: <[email protected]>

To: <[email protected]>

Subject: RE: Re: NOT SERIOUS TOYOTA HAS BIG SALE

Date: Tue, 10 Dec 2002 14:50:20 -0600

Hi, Perry,

I'll be glad to email you a price on the vehicle once you have decided on what you're looking for.

Broke

-Original Message:

Phone Call To Set AppointmentPhone Call To Set AppointmentPurpose:

1. Build a relationship by creating report using “like me” messages.

2. Pre-qualify your “Customer”. Plan.

3. Schedule an appointment for a vehicle presentation at the dealership or other location.

Phone Call To Set AppointmentPhone Call To Set Appointment

1. Introduce yourself.2. Acknowledge customer’s request.3. Discuss current vehicle (trade).4. Explore alternatives (SSL).5. Determine shopper’s timeline of purchase.6. Set the appointment.7. Set the stage for the visit.8. Validate the appointment9. If no appointment, set the stage for

following up.

Key Elements:

Phone Call To Set AppointmentPhone Call To Set AppointmentActive Listening Skills -

LAER

Phone Call To Set AppointmentPhone Call To Set AppointmentListenTune the customer in and tune the world out.Be interesting by being interested. Explore

“Would you consider a similar vehicle with similar equipment or should we rule that out?”“Can you tell me more about that?”“I want to understand, but I need some more help.”“What do you mean by . . .”

RespondProvide answers to the customer’s questions / objections with recommendations.1. Offer alternatives.2. A solution statement.3. Suggestions for the next step.4. Ask them what they think could solve their concerns.

AcknowledgeRestate in your own words what the customer is looking for.“That makes sense. So what you’re saying is . . .”“That is an interesting point.”Always maintain good eye contact and sit forward.

Phone Call To Set Appointment - ScriptPhone Call To Set Appointment - Script

Phone Call To Set AppointmentPhone Call To Set AppointmentOne Last Thing….

Customer name Time Salesperson Vehicle Phone # eMail address Confirmed? Showed

Update the Appointment Board

• Step 1 – Get into groups of 2.• Step 2 – Role play the Phone Call to Set

Appointment script once to each other.

1. What did you like about the presentation?

2. What did you feel went well?3. As the customer, what did you like

about the presentation?4. What would you do differently?

Appointment ConfirmationAppointment ConfirmationPurpose:1. Increase Contact Ratio

2. Increase Show Ratio

3. Increase Closing Ratio

2 Parts Of Appointment Confirmation:

1. Automated Confirmation eMail.

2. Confirmation Phone Call

Automated Confirmation eMailAutomated Confirmation eMailKey Elements:

1. Hello

2. Thank you, and restate the appointment date, time and location.

3. Arrival instructions.

4. Validate appointment.

5. Use a confirmation eMail template, and set up with automation rules to go out 24 hours in advance of the appointment date and time.

Automated Confirmation eMailAutomated Confirmation eMailExample:From:To:Subject: Appointment confirmation

Hello first name,I just wanted to thank you for setting aside time to meet with me on Appointment date and time.

Be sure to look for your “Reserved for Internet Customers” parking space. By the way, if you need directions to the dealership, click here (hotlink) for a map. I look forward to meeting you and will see you on Appointment day.

And remember, if anything changes on your end, please let me know and I will return the courtesy.

Thanks

Confirmation Phone CallConfirmation Phone Call

Key Elements:

1. Introduce yourself.

2. Purpose of the call, and restate date, time and location.

3. Recap directions.

4. Confirm the appointment.

5. Arrival instructions.

6. Validate the appointment.

7. Thank you.

8. Update the Welcome Board.

Welcome BoardWelcome Board

1. Helps eliminate floor skating.

2. Helps communicate to Sales Management how well the Internet Department is doing with Appointments.

3. Gets all management involved in the Internet Showroom Experience.

Customer name Time Salesperson Vehicle

Confirmation Phone CallConfirmation Phone CallScript:

Appointment Confirmation Script1. Introduce

Yourself

2. Purpose of Call

3. Recap

4. Confirm

5. Arrival Instructions

6. ValidateAppointment

7. Thank You

Hello, May I speak with __________________________? My name is ________________. Did I call at a good time?

The reason for my call is to thank you for setting time aside to meet with ______________ and to confirm your appointment for _________________ at ________________.

By the way… Do you how to get to our dealership?If No: Give directions and offer to eMail a map.

Great. We look forward to meeting you and will see you on __________ @_______(here or there) _________.

Please be sure to see the receptionist in our showroom when you arrive, and ask for:_____________. He/She will be expecting you and will have your information along with several vehicles pre-selected for you to take a look at on the Internet Customer Lot.

And remember, if for any reason you are going to be early or late, please let us know and if anything changes on my end, I will return the courtesy.

Thank you for your time and we appreciate the opportunity to serve you!

Appointment ConfirmationAppointment Confirmation

More Thoughts…• Confirming the appointment

re-enforces the Law of Reciprocity, “If I do something for you, you feel more obligated to do something for me.”

•3rd Party confirmations-Less likely to cancel.-Can get info the ISM couldn’t get.

Example: F&I calls to confirm and offers pre-approved financing.

Appointment No Show Follow Appointment No Show Follow UPUPPurpose:

To give the “customer” an opportunity to save face, and to save the deal.

Key Elements:1. Introduce yourself

2. Purpose “We missed you yesterday.”

3. Offer Alternatives

4. Set Appointment

5. Validate appointment

6. If no appointment, set the stage for following up.

Appointment No Show Follow UPAppointment No Show Follow UP

No Response Follow UpNo Response Follow UpPurpose:

To give the “customer” an opportunity to save face, and to save the deal.

Key Elements:1. Purpose, a reason to contact.

2. Brief

3. Permission

4. Respect the legal rights of the “customer” to take themselves out of the follow up process. Opt out.

7-12 Week Average Buying Cycle*

33MonthsMonths

Product Research

33WeeksWeeks

Request Price Quotes &

Information

33DaysDays

Selects Dealer & Takes Delivery

Would you like more information from your dealer (availability & quotes)?Would you like more information from your dealer (availability & quotes)?

Can we afford to

Do Do Nothing?Nothing?

Sunday Lot Visitor

*J.D.Powers Market research

Trade-In Estimates Price & Availability

Time From First Request to SaleTime From First Request to Sale

2.5%

31.0%

15.4%

8.2%5.8% 4.6% 3.9% 3.8%

24.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Same

Day

1 2 3 4 5 6 7 After

7th WEEKS

Purchases were tracked within 6 months of Lead SubmissionPurchases were tracked within 6 months of Lead Submission

Why Follow Up?Why Follow Up?

Do we have follow-up communication processes that keep Do we have follow-up communication processes that keep us in contact with the 51% who purchase after 2 weeks?us in contact with the 51% who purchase after 2 weeks?

No Response Follow Up StrategyNo Response Follow Up Strategy• Day 1 – 7Make At Least 4 Attempts to Call – Most

Likely to Get an Appointment.Send an eMail each day you don’t call.

1 personal eMail and 3 follow up eMails.

• Week 2 – 8Make 1 attempt to call every other week,

total of 4 attempts to call.Send an eMail each week.• Beyond Week 8Send an eMail as part of an eMail

Campaign 1 per month until opt out.Buy, Die, or say “Don’t call me no more.”

Dealership ReceivesLead

Dealership’s ISM or ISR writes aCustomized E-mail response

using a pre-designed template and sends to customer within 30

minutes of receiving lead

AfterHours

Business Hours

InternetSales Rep

E-mailContact

No response

To E-mail

Reached By

E-mail

E-mail24 Hours

Later

E-mailClosure5th Day

Reached By

Phone

Not ReachedBy

Phone

InternetSales

Process

Voice Mail30 Minutes

Later

ScheduleAppointment

Delivery

E-mail 24 Hours

Later

Voice Mail48 Hours

later

E-mail 5 DaysLater

Phone Contact

AutoResponder

Creating Creating Appointments Appointments That Show UpThat Show Up

InternetSales

Process

InternetSales Rep

InternetAdministrator

Customer In The Customer In The ShowroomShowroom

PreparationShowroom ExperienceFollow Up

Ever been skated?Ever been skated?

AgendaAgenda• Preparation• The Experience• The Technology• What could possibly go wrong?• A Game Plan

Expectation:Expectation:• You’ll be able to work with

your customers better!

Are they different?Are they different?

How should we prepare?How should we prepare?

A good rule of thumb...A good rule of thumb...

What we know in advance, we do in What we know in advance, we do in advance!advance!

• Involve the Management Team

• Pre-select Vehicles

• Welcome Board

What about the sales What about the sales experience?experience?

Is it different?Is it different?

In what ways can it In what ways can it be the same?be the same?

What about technology?What about technology?

Can we use the Can we use the dealership website in our dealership website in our presentation?presentation?

• On Demos

• In Closing

• Building Value

• After the Sale

How can we tie it in?How can we tie it in?

• Show them websites on your workstation. Remember to keep control of the mouse!

Buyer=>Shopper

• Present it to their needs (SPACED).

How can we present the How can we present the information?information?

What happens when What happens when things go wrong?things go wrong?

Here’s some of the things Here’s some of the things that can go wrong!that can go wrong!• Price of the purchased vehicle

• Trade value

• Financing or Cash Down

• F&I products

• Accessories or additional equipment

• Or, combination of any of the above!

There are over 3000 There are over 3000 things that can go things that can go

wrong!wrong!

What will you do!What will you do!

Have a Game PlanHave a Game Plan

• Step 1 – Get into groups of 2.• Step 2 – Develop a game plan for the customer

that comes in with a KBB trade value that is $1800 more than the ACV.

• Step 3 – Develop a game plan for the customer that comes in with an Edmunds invoice that is $695 lower than Dealer invoice.

1. In what ways will you Act instead of re-Act?

2. What should we avoid?

What if they don’t buy?What if they don’t buy?

What if they do buy?What if they do buy?

How do we follow up with How do we follow up with the non-buyer?the non-buyer?

How do we follow up with How do we follow up with the Buyer?the Buyer?

Introduction to parts and Introduction to parts and service?service?

On line...

Schedule the first service Schedule the first service AppointmentAppointment

Show the Owners Only Show the Owners Only PagePage

Walk them through the registration Walk them through the registration process.process.

SET 30 Day Survey Follow SET 30 Day Survey Follow UpUp

Follow your processFollow your processDealership Receives

Lead

Dealership’s ISM or ISR writes aCustomized E-mail

AfterHours

Business Hours

InternetSales Rep

E-mailContact

No response

To E-mail

Reached By

E-mail

E-mail24 Hours

Later

E-mailClosure5th Day

Reached By

Phone

Not ReachedBy

Phone

InternetSales

Process

Voice Mail30 Minutes

Later

ScheduleAppointmen

t

Delivery

E-mail 24 Hours

Later

Voice Mail48 Hours

later

E-mail 5 DaysLater

Phone Contact

AutoResponder

InternetSales

Process

InternetSales Rep

InternetAdministrator

Time ManagementTime Management

PlanningProspectingPresenting

Following Up

Time ManagementTime Management

• Planning1. Spend 15-30 minutes each day in Solitude Planning.2. Resolve to act on what is Critical, instead of re-acting

to what is Urgent.

Prospecting - Creating Leads and Appointments That Show UpPresenting - Customer In The ShowroomFollowing Up - 80% of Car Purchases are made after the 5th

follow up attempt. –JD Powers Market Research

Class Survey On-lineClass Survey On-line

Go to www.PagliaMotors.com and Complete the ISS-Workshop Survey

http://www.pagliamotors.com/

SWAT Dealer SWAT Dealer ChallengeChallenge

Gold Status6 Months in the Year

Platinum Status12 Months in the Year

Mikhail MelomedMikhail Melomed


WorkshopWorkshopThanks For Coming,Thanks For Coming,

And,And,Thanks For All That You Thanks For All That You

Do!!!Do!!!

2 day ism workshop v1.1

Documents

Transcript of 2 day ism workshop v1.1