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5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager

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Page 1: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

5WaystoCloseMoreEquityLeadsinYourCRMJUNEWEBINAR

JeffOrnell,DirectorofEquityJohnHardacre,ProductManager

Page 2: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

AudiencePar<cipa<on

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

Page 3: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience
Page 4: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

DiamondAwardWinningSolu<on

Page 5: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

JeffOrnellDIRECTOROFEQUITY

JohnHardacrePRODUCTMANAGER

Page 6: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Agenda

•  WhatisEquityMining?•  HowtoBestUseEquityMiningwithyour

CRM•  ServiceDrive•  PreviouslySoldCustomers

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

Integra<on

Page 7: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

EquityMiningDefined

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

Thisoffersvisibilitytothedealership’sservicelaneandcustomers’databasetogenerateaddi<onalsalesvolumeandgrossprofit.

Thissolu<onwillconvertyourcustomersintoanewvehiclewithasimilarpaymentforliZleornomoneydown.

Page 8: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

EquityMiningDefined

• Determinethecurrentvalueforeachvehicle

• Calculateapayoff•  Iden<fyaspecifictermandratebasedonbuyerhistory

•  Factorinallcurrentrebatesandincen<ves

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

PowerfulCalculaAons

Page 9: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ResultsoftheFour-PhaseApproach

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

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

Page 10: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

DealAc<vatorFour-PhaseApproach

SERVICEDRIVE

CUSTOMERDATABASE

DIRECTMAILEMAILSOCIALADS

AGEDVEHICLES

SellMoreCarswiththeServiceDrive

CustomerData

ReduceYourAverageAgeofInventory

MineYourExisAng

ProfessionallyContactyourCustomers

Page 11: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServiceDrive SERVICETOSALESHANDOFF

Page 12: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

PollQues<on

•  Lessthan10%

•  11–30%

•  31–50%

•  Over50%-Rockstar

Whichpercentageofcustomersareyoucurrentlyspeakingwiththatarecomingintoyourservicedrive?

Page 13: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

1.Iden<fyOpportunity

2.AppointmentReminder

3.EstablishaVIPProgram

4.Consulta<veCommunica<on

5.StrategicLoaners

6.FollowUp

Page 14: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

•  Servicedriveislargestpoolofbrand-loyalsalesprospects

•  Manyareconquestcustomersforyoursalesdepartment

•  HigherGrossduetolackof“shopping”•  Primeopportunityforgreatfrontlinepre-ownedunits

•  Auc<onvehiclescosttoomuch!

•  FocusoncustomersthatarealreadyinYOURdealership

•  10%ofcustomersDAILYqualify

TheReasons

THEKEY:Pullcustomersintothemarketbyofferingtherightmessageattheright;me

Page 15: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

•  ImproveCustomerExperience,Loyalty&IncreaseVehicleSales

•  ImproveProfitability(+$480Front-endgross)*

•  Turncurrentservicecustomersintorepeatsalescustomers

•  AcceleratetheCustomerBuyingCycle

•  AcquireHighlyDesiredPre-ownedVehicles•  Thereisaddedvaluetoacarthathasbeenservicedatyourdealership

What’sinitforme(WIIFM)

*BaseduponDealAcAvatorOEManalysis

Page 16: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

•  Leadssentdaily

•  PushtoCRMwhenappointmentismade

•  ChromePlug-in

HowtouseyourCRM&EquitySoluAon

Page 17: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

PushtoCRM

Page 18: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ServicetoSalesHandoff

ChromePlug-in

Page 19: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Don’tMissAnyOpportuni<esMobileisanEssenAalComponentofEquityMining

•  ProvidesflexibilityintheServiceLane

•  Ensuresthatyoucancaptureeveryopportunity

•  VinScan•  Executeandmonitorcampaigns

any<me,anywhere•  Reverseinventorylookup

Page 20: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

PreviouslySoldCustomersPROACTIVELYMININGYOURCUSTOMERDATABASE

Page 21: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

PollQues<on

•  Birthdaycall

•  Anniversarycall

•  Never

•  Equitycall

WhenDoYouContactPreviouslySoldCustomers?

Page 22: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Priori<zeyourBestProspects

SendanEmail

TrackCalls

SendaLe`er

Page 23: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

PointsofContact

Typesofpointsofcontact:•  Emailmarke<ng

•  DirectMail

•  Customizedphonescripts

•  Customizedemailtemplates

•  CustomizedleZertemplates

•  Facebookadver<sing

•  Presenta<onsheet

•  Bookvaluecer<ficate

MarketindicatesuAlizing3pointsofcontactincreasesclosingraAosas

muchas300%

Page 24: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

QuickFollow–CustomizableScripts&Templates

Page 25: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

GoalsandInventory

BuildScenariosThatWorkWithYourGoalsAndInventory

CreatemulAplecampaignsfocusingondifferentgroupswithno

overlap

Quicklyandeasilysetallcriteriaforyournewequitysearch

Page 26: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

ImplementaConsistentProcessMAKINGSUREITWORKS

Page 27: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

VerifyROI

Page 28: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Implemen<ngaProcess

• Plan•  Day(s)before

• Prepare•  NightBefore

•  Execute•  Dayof

• Pipeline•  Followup

Whatittakes

Page 29: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Implemen<ngaProcess

• Checkserviceappointments•  Searchinadvance

• Verifyappointmentwiththecustomer• Askcustomertoseekoutspecialistatdealership

•  Freegis•  Carwash•  Starbuck’sgiscard

•  Infoaboutyourcar•  CarWash

PlanningPhase

Page 30: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Implemen<ngaProcess

•  LogintoCRM/Equity• Prepareequitypacket

•  Freegis•  Presenta<onsheet• Wewanttobuyyourcar

• Pullupmatchingvehiclenearservicedrive

PreparaAonPhase

Page 31: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Implemen<ngaProcess

• Greetcustomerinservicedrive• GiveVIPspeechandhandpacket•  Iscustomerinterested

•  Yes•  No

ExecuAonPhase

Page 32: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

Implemen<ngaProcess

•  Sendcustomerthankyounote• MakesureCRMisdocumentedtobeginautoma<onprocess

PipelinePhase

Page 33: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

CustomizablePresenta<onSheet

Page 34: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

CustomizableBookValueCer<ficate

Page 35: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

AutobaseandDealAcAvatorIntegraAonEXCLUSIVELOOK

Page 36: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

CRMAdvantages

• Doesn’trequireseparatefollowupmethodswithinCRM

• Noaddi<onaltrainingneededinadifferentsoswareapplica<on

ConsistentFollowUp

Page 37: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

CRMAdvantages

• Allsalesandservicepurchasehistoryisatyourfinger<psinCRM

• CustomerscontactedbytheirSalespersonorBDCRep

DataatyourfingerAps

Page 38: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

LiveDemo

• Workthemostimportantequityleadsfirst

•  LogcontactresultswhichsynchronizeswithDealAc<vator

•  StartopportunityeasilyfromwithinAutobaseEquityLog

• Putsequityopportuni<esintothenormalsalesprocessestoensurefollowuptocomple<on

AutobasePriorityEquityLeads

Page 39: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

LiveDemo

•  LeadsfromServiceorsentfromDealAc<vator

• Printorsaveproposalstosend

AutobaseEquityDripLeads

Page 40: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

THANKYOU

Q/A? ?

Page 41: 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE WEBINAR Jeff Ornell, Director of Equity John Hardacre, Product Manager Audience

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

JeffOrnellDirectorofEquitySolu<[email protected]

317.428.6103

[email protected]

317.428.6006


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