Peter ‘web doc” Martin

President

Cactus Sky Communications, Inc.

peter@cactussky.com

941-756-1932

954-205-7716 cell

Increase your Internet Dept.Increase your Internet Dept.Closing Ratio by 5%Closing Ratio by 5%

in 90 days.in 90 days.

Who Should Handle the LeadsWho Should Handle the Leads

In our experience we recommend that the inbound leads be handled by a dedicated BDC.

The Reverse TO

Once the prospect has arrived at the dealership they should be directed to the manager who will introduce himself and then TO to a sales person

We have seen and increase in closing ratios as high as 60% when a manager is involved in the sales process.

The reverse TO, instead of waiting till the deal is unwinding to bring him in, start the process with the manager.

Managers Must ParticipateManagers Must Participate

Step One: Turn off your Spam Filters

How to Respond to LeadsHow to Respond to Leads

Turn off your spam filters

Turn them off. A bad idea Impersonal

Auto RespondersAuto Responders

-------- Original Message --------Subject: Thank you for requesting Information from Volvo of Union

To Whom It May Concern:

Thank you for requesting Information from Volvo Union. Yourrequest has been forwarded to the appropriate personnel, and you shouldreceive a reply to your request within four (4) hours of receiving thisconfirmation email during regular business hours (Mon - Thurs 9am- 9pm,Friday & Saturday 9am - 6pm). If you do not receive a reply please do

If you respond in the first 5 minutes versus 30 minutes you have 100 times greater likelihood of reaching the prospect.

Respond QuicklyRespond Quickly

You should call first◦There is a good chance they are still online

Next send them an email◦Make it personal

Call vs. eMailCall vs. eMail

When a lead comes in you should call that lead right away and start the conversation.

You need to look at this as a race because your competition may also have bought this lead.

Call Right AwayCall Right Away

After you have called After you have called Target your leads with relevant Emailyour leads with relevant Email

Sample eMail TemplateSample eMail Template

Dear Mark:Dear Mark:

WeWe’’d love the opportunity to make d love the opportunity to make you a lifetime customer at Conley. you a lifetime customer at Conley. Attached you will find a link to our Attached you will find a link to our service department where you can service department where you can sign up for a FREE oil change!sign up for a FREE oil change!

Please take a moment to visit us.Please take a moment to visit us.

If your message is promotional or informative, but not one you would typically send via post on letterhead, we recommend designing it in HTML.

HTML offers greater control over formatting, layout, color, fonts, graphics and branding.

A visually pleasing design can affect your reader’s ability to process and enjoy the information.

HTML design also opens up a wealth of possibilities and interactive functionality within each eMail.

Allows you to track engagement.

Benefits of HTMLBenefits of HTML

30% of people are checking their email on mobile devices.

It is important that your emails are mobile friendly.

Mobile EnabledMobile Enabled

On the 3rd day after a lead comes into the system have an automated email go out from the Dealer or General Manager

This email should be thanking them for the their interest in the dealership and offering them personal assistance.

Day 3 eMailDay 3 eMail

Go to your website and submit a request for a quote.

Experience what your prospects do.

Review the email response time.

Do a self auditDo a self audit

eMail is a ProcesseMail is a Process

Attention

Recall

Acceptance

Comprehension

Action

Builds Awareness Builds Intentions Builds Sales

ROI

STOP Spamming them with Loud Sales offers. Develop a conversation.

Build a RelationshipBuild a Relationship

RelevancyRelevancy

Relevant eMails equal:• Better opens, reads, clicks & conversion rates

• Increased retention

• Increased ROI

• Enhanced deliverability

• Easier to spot deliverability issues

• Lower spam complaints

Avoid overaggressive language and spammy-looking content such as◦Very large fonts◦Using all caps◦Big red letters and excessive “!!!”◦Anything that looks unprofessional and could

be confused with a true spam eMail

Avoid Spammy ContentAvoid Spammy Content

SpecificSpecificcontent e-Mails content e-Mails

based on based on consumer consumer ProfilesProfilesNew New

YearYear’’s s Special:Special:Free Free DetailDetail

ValentineValentine’’s :s :LeasingLeasingOfferOffer

1414

11

2323

A Sales CycleOffering

Sales eMail on a Preset ScheduleSales eMail on a Preset Schedule

We recommend twice a month.◦Beginning of the month for service◦Middle of the month for sales

DonDon’’t over eMailt over eMail

How many leads are in your CRM?How many leads are in your CRM?

The Average Dealership has over 10,000 Leads in the Internet Department CRM Tool.

• Lead providersLead providers

• ManufacturerManufacturer’’s Sites Site

• Your own website Your own website

Where do these leads come from:

eMail ProcesseMail Process

Promotecoupons

Lead Generation on your website

Sales & Service Combined eMailsSales & Service Combined eMails

Online Service CouponsOnline Service Coupons

One of the benefits of email marketing is that it will increase traffic to your website

Generate more exclusive leads. No 3rd party lead vendor costs.

Increase web trafficIncrease web traffic

Best case, it is delivered into the inbox.

What happens when you hit send?What happens when you hit send?

ISPs and corporate SPAM filters all handle suspected spam messages differently:

◦ Block it and return to sender with a message explaining the block

◦ Block it and delete it without returning or notifying the sender (called black-holing)

◦ Route to the junk folder, often adding [SPAM] or similar notice to the subject line (MOST COMMON)

◦ Return it to you with a request to remove the subscriber if he or she clicked the spam button via a feedback loop

Worst CaseWorst Case

AuthenticationVerifies sender’s identity

Accreditation Third-party verification of sender’s good habits

CertificationTokenized proof of sender’s good reputation

Reputation

is the key to

deliverability.

America Online, for example, currently recommends keeping spam complaints below 10 per 1,000 messages.

Minimize spam complaints Minimize spam complaints

Managing ComplaintsManaging Complaints

Complaints are the #1 factor for deliverability

• You need to set up and manage Feedback loops

• Complaints are forwarded to sender’s abuse address for processing

• Remove/suppress complaining addresses immediately

• Analyze complaints for patterns

• Frequency issue?

• Relevancy issue?

Complaints are the #1 cause of ISP blacklisting. Someone can complain or register your eMail as

spam with the click of a mouse button. When enough people do the same thing with

your eMail, you will be blacklisted.

Spam ComplaintsSpam Complaints

BEST PRACTICES

Spend time on your subject line – first impressions mean the world to your recipient.

Personalize the subject line. Import the recipients first name into the subject line when possible.

Example subject line: Peter we have some specials for you.

Subject LinesSubject Lines

Building Personal Relationships Requires:• Two-wayTwo-way business/customer interaction business/customer interaction• TimeTime and and contentcontent relevant communications relevant communications

Keep your dealership Top of MindKeep your dealership Top of Mind

Email Marketing should be:• Automated Automated • Professional CreativeProfessional Creative• Contains relevant, timely contentContains relevant, timely content• Drives traffic to websiteDrives traffic to website• Tracks the response rates and clicksTracks the response rates and clicks

eMaileMail•Service/Sales MessageService/Sales Message•PersonalizedPersonalized•Links to Sales/ServiceLinks to Sales/Service

Click here

Sample eMail CampaignSample eMail Campaign

Most internet leads have NEVER been prospected for service.

Huge opportunity for service

Actual Service Results

In the first 2 months marketing to Internet leads-10000 Leads in the CRM-175 repair orders-Summary of first 3 on list

- $385 RO existing customer who had not been in dealership in past year

- $1400 RO New Customer- $400 RO New Customer

eMail is a Relationship building tool that will:• Convert service customers to New car buyersConvert service customers to New car buyers• Convert finance Turn Downs into service customersConvert finance Turn Downs into service customers• Keep local prospects engaged with your dealershipKeep local prospects engaged with your dealership• Satisfied Service Customers eventually BUY Cars.Satisfied Service Customers eventually BUY Cars.

Consumers are holding onto cars longer Consumers are holding onto cars longer

LOST SALES:LOST SALES:Use the Service Use the Service Department to obtain Department to obtain New customers, even New customers, even though they did not though they did not purchase their vehicle purchase their vehicle from your dealership.from your dealership.

Click here

Dear Mark:Dear Mark:

WeWe’’d love the opportunity to make d love the opportunity to make you a lifetime customer at Conley. you a lifetime customer at Conley. Attached you will find a link to our Attached you will find a link to our service department where you can service department where you can sign up for a FREE oil change!sign up for a FREE oil change!

Please take a moment to visit us.Please take a moment to visit us.

Engage with ServiceEngage with Service

E-mailE-mailCoupons areCoupons are

Cost-effective andCost-effective and

Track ableTrack able

Monthly Coupons sent AutomaticallyMonthly Coupons sent Automatically

OilOilChangeChange

RadiatorRadiatorFlushFlush

Tire RotationTire Rotation

55

33

1616

A Service Cycle Offering

$9.95$9.95OilOil

ChangeChange

RadiatoRadiatorr

FlushFlush

Free Free TireTire

RotatioRotationn

Follow up with people (leads) that have engaged with your emails

Take the “clickers” and give them to your sales team or BDC to make follow up calls. If a person received an email and clicked to view your inventory they are a LEAD.

Best day and time for follow up calls

Best day to call back prospects is Wednesday and ThursdayBest time to call is between 4 and 6 PM

If you remember that 33% of your online leads purchase after 90 days and put a follow up plan into effect designed to build a relationship, you will see a dramatic increase in your internet closing ratio in 90 days.

For more information contact:

Peter “web doc” Martin941.756.1932 office954.205.7716 cellpeter@cactussky.comwww.potofgoldprogram.com