ahm lmp day 1 11 05-03

1. LEAD MANAGEMENT PROCESS IMPROVEMENT & IMPLEMENTATION Results Focused eBusiness Workshops ATTRACT INTERACT RESPOND SELL SERVICE RETAIN Professional Development Programs for Dealerships and their Management teams designed to build the understanding, knowledge, skill sets and expertise required for success in todays eBusiness dealership environment. Designed and facilitated by TAS Certified Catalysts from Reynolds Consulting Services to supplement and leverage AHM eBusiness Programs, TAS Strategy provides dealers with process improvement solutions proven to increase sales.

2. Copyright 2005 Ralph Paglia - All Rights Reserved Lead Management Process Process Improvement Implementation A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 11/2/2003 1:38 PM 2 Lead Management Process Seminar Winning On The Web MISSION: To supply dealers with the knowledge and understanding of specific tasks and skill sets needed to improve their Internet closing ratios, improve their response quality to customers, and meet customer expectations for the Honda and Acura brands. Intro Video

3. Copyright 2005 Ralph Paglia - All Rights Reserved Lead Management Process Process Improvement Implementation A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 11/2/2003 1:38 PM 3 Please Silence Your Mobile Phones Breaks Are limited to 15 Minutes, and Lunch is 45 Minutes Please Return To The Class Promptly at the End of Each Break or Lunch If You Return from a Break Late, You Must Read the next section out loud (real loud!) to the class Locations of Restrooms and Break Area For Everyones Benefit

4. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 4 Winning On The Web Approach & Content based on 2 Key Resources: 1. The Best Practices that have been documented and gathered from dealers who consistently sustain the highest Sales Closing Ratios 2. Market Research focused on thousands of sold customers resulting from shoppers submitting leads Then, back-tracking those Internet Leads to analyze and categorize the specific dealer responses and actions that correlated with a sale

5. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved Define eBusiness Success in your Dealership Business Case for LMP Improvement: The Facts Recruiting, Hiring & Training ISM's: Who Gets Results? Job Descriptions & Pay Plans; Driving Process Execution & Results Performance Accountability; Proven Management Processes Key Metrics; How to Inspect what you expect Which Metrics Matter? Why & When - Actual Dealership Results Response Times; How they impact sales results Response Content; What Sells More Cars? (continued on next slide) Day 1 (AM) Workshop Agenda:

6. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved (continued) LMP Best Practice Examples and Demonstration Case Studies: Best Practice LMP's proven by sales results How to Implement "Best Practices" in Your Dealership Implementing Effective Lead Management Processes Empowering Your ISM to Sell More Cars in Less Time Managing Effective Execution of LMP after initial 10 days DP/GM Defined Action Plan for Dealership (strategy/tactics for ISM) LUNCH (12:15 1:00 pm) Day 1 (AM) Workshop Agenda: Before we break for lunch, you will have redefined your sales management strategy for handling Ups that come in through the e-Door to your dealership. Your strategy and direction will be left in this room for use by your Internet Managers in developing their action Items for use when they return to the dealership.

7. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved Understanding Customer Experience Managing Expectations Turning Convenience into Profits Obstacles Faced by ISMs: Within the Dealership Customer Generated Opportunity Response Time - Whats it Worth? How they impact closing rates Techniques for Improvement Response Content; What Sells More Cars ISM Toolkit CD; Process Maps Email Templates (continued on next slide) Day 1 (PM) Workshop Agenda: Phone Scripts Metrics Analysis Spreadsheets

8. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved (continued) Four Key Elements to Web Brand Management The 5 Key Metrics for Managing Success Current Performance Ratios - Analyze Your Numbers Targeting your weakest link to improve sales results Prepare Internet Sales Action Plan Response Review Assessing Actual Examples Day 1 (PM) Workshop Agenda: Before leaving, you will have acquired a complete set of sales management tools that include email templates, telephone scripts and face-to-face word tracks that have been proven to sell more cars in less time. You will have acquired the an understanding or what activities yield results, versus those that spin your wheels. You will know how to spot the obstacles to fast and efficient sales process, whether internal or external Along with how to overcome them. You will go back to the dealership KNOWING what needs to be done to streamline and accelerate your sales process.

9. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved Response Review; Emails that help/hurt sales The "Good", The "Bad" and The "Ugly" Overview of Lead Management Process (LMP) Mapping LMP Performance Metrics: Measurement Techniques Get the Numbers! Analyzing Your Metrics Results Based Management LMP Improvement Case Studies: Jay Wolfe Honda Ourisman Honda (continued on next slide) Day 2 Workshop Agenda:

10. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved (continued) What to do when a Sales Opportunity (Lead) comes in; How Important is Speed to the Top Performing Dealers? What is our first Results-Driven Priority? How do we Neutralize Obsession with Pricing? Why do we want to Take em out of the market Communication - Understanding what's Important Vehicle Selection - Targeting Process Objectives Managing Customer Expectations Creating Customer Desire to have direct contact Overcoming Roadblocks to Effective Response Process LUNCH (12:15 1:00 PM) Day 2 (AM) Workshop Agenda:

11. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved Streamlining Internet sales processes with templates Using the ISM Toolkit CD to build your template toolbox Pricing Strategy: How to get past price to focus on value How To: Email+Telephone=Sell More Cars in Less Time Telephone Techniques: Managing your calls Timing is Everything Targeting Call Objectives Visualizing Success Using Phone Scripts Why Professionals do it Customizing and using phone scripts as a sales tool Call Tracking Services Are they worth it? (continued on next slide) Day 2 (PM) Workshop Agenda:

12. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved (continued) Phone Role-Play; Executing Phone Scripts Group Discussion: Objectives-Focused Phone Scripts Overview of Resources at your Dealership Measurement Techniques Get the Numbers! Analyzing Your Metrics Results Based Management Completing Your Sales Process Action Plan Review Action Plans w/Group Statement of Goals and Objectives Group Discussion: Implementing Improved Sales Process Recap of Seminar Accomplishments - Key action items Seminar Evaluations - Depart Facility Day 2 (PM) Workshop Agenda:

13. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved Day 2 Workshop Results: 1. Before leaving, you will have developed an action plan for how to sell more cars to the customers currently coming in to your dealership through the e-Door And, how to get opportunities from Lead to Phone to Face-2-Face to Sale Faster! 2. You will be leaving with a Sales Process Toolkit, along with the knowledge of how to use it. Plus, you will be able to measure the results of your improved sales process and see exactly where to focus on further improvements 3. You will have seen what the most successful dealers in America are doing to get more results from each minute and dollar they invest into eBusiness 4. When you get back to your dealership, you will have an Action Plan to refer to and track how well you are implementing what you have learned today

14. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 14 Introduction to LMP: Relationship Between People & Processes

15. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 15 TIPS eBusiness Strategy

16. Copyright 2005 Ralph Paglia - All Rights Reserved Lead Management Process Process Improvement Implementation A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 11/2/2003 1:38 PM 16 Winning on the Web - Strategy TRAFFIC INTERACTIVE WEB PLATFORM PROCESS TRANSFORMATION* HOLISTIC holistic: adj. emphasizing the importance of the whole System and the interdependence of its Partners and their Processes. SALES *Increased Close Rates, Faster & More Profitable Sales Dealers Dealers Honda/Acura Honda/Acura

17. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 17 T.I.P.S. is an eBusiness Strategy used by highly successful Dealers to Implement Results-Based eBusiness Processes and Marketing Tactics Blueprinted Lead Sourcing & Management = ALL Participants* Held ROI Accountable TAS Lead Management Workflow = Increased Showroom Appointments T raffic I nteractive Web Site/Buying ServicesS ales P rocess TAS Confirmation Process = More Showroom Visits TAS Showroom Reception = Higher Closing Ratios Integrated eBusiness Marketing Optimization = Increased Car Buyers to Dealers web site *Participants = 3rd party lead providers, OEM referrals & Dealer web site leads + Managers and Sales Staff TAS Process Performance Metrics Review = Lead Response Execution Accountability

19. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 19 Business Case for Lead Management Process Improvement

20. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 20 Lead Management Process Improvement Results: 2 6 20 23 31 42 72 44 51 69 67 84 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug LMP Improvement Program Honda Dealer Case Study: Monthly Internet Sales TIPS Program Begins

22. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 22 People & Pay Plans

23. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 23 People & Pay Plans Right People + Right Job + Right Pay RESULTS equals

24. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 25 People Who are the Right People? Which departments are going to be effected by a Lead Management Process? - Sales - Body - Service - Paint All of the above? - Parts - Rental Who will need to be involved in the strategy?

25. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 26 People Who are the Right People? - Dealer - General Manager - General Sales Manager - Used Car Manager - Service Manager - Parts Manager - Body Shop Manager -Other Dealership personnel Internet Manager

26. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 27 Brick Success Click Success People The same thinking that created success on the brick will help you on the click The Right People? =

27. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 28 People The Right People? Committed VS. Involved

28. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 29 People The Right People? Designated VS. Dedicated Part Time Full Time Part Time Effort Equals Part Time Results!

29. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 30 Managing Leads is a Big Job New Leads Carry Over Lost Sales October November December 9 16 20 100 100 100 165 20 91 10 0 0 Total Working 91 165 230

31. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 32 Dealership Receives Lead Dealerships ISM or ISR writes a Customized E-mail response using a pre-designed template and sends to customer within 30 minutes of receiving lead After Hours Business Hours Internet Sales Rep E-mail Contact No response To E-mail Reached By E-mail E-mail 24 Hours Later E-mail Follow-up 5th Day Reached By Phone Not Reached By Phone Internet Sales Process Voice Mail 30 Minutes Later Schedule Appointment Sale & Delivery E-mail 24 Hours Later E-mail 5 Days Later Phone Contact Auto Responder Internet Sales Process Internet Sales Rep Internet Administrator Voice Mail 48 Hours later E-mail Follow-up 10th Day

32. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 33 People The Right People? 65 - 85 leads per Internet Manager

33. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 34 People The Right People? The Profile of an I-Manager: Characteristics? Previous Experience? Skills?

34. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 35 People The Right People? Internet Manager Profile: - Computer literate - Likeable selling style - Highly organized - Outstanding writing skills - Good Phone skills - High CSI

35. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 36 People What is the Right Job? Creating Traffic? Updating Interactive Site? Executing the Process? Creating Internet Sales? Reporting & Performance Measurement? Service Appointments? Parts Sales?

36. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 37 People What is the Right Pay? What are the characteristics of a good pay plan? Simple Within control of employee Easy to measure Drives Business Objectives

37. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 38 People What is the Right Pay? What are some different Pay Plans that work? Review Sample Pay Plans

38. Copyright 2005 Ralph Paglia - All Rights Reserved Lead Management Process Process Improvement Implementation A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 11/2/2003 1:38 PM 39 What is the Value of Training? Imagine what would happen if he skipped training A - Turnout Helmet. NFPA Certified turnout helmet, complete with shell, face shield, neck protector and liner with adjustable headband and chinstrap. Available in white, yellow and red. B - Turnout Coat. Features include 260gsm, blue flame- resistant Nomex IIIA Rip Stop outer shell and Thermalite inner liner quilted to aramid scrim.Two deep front pockets with Velcro fasten flaps, silver reflective tape around the sleeves and hem, and zippered front with storm flap and exposed blast clips. C - Firefighter Gloves. NFPA Certified, structural fire fighting glove, made of leather and includes a moisture barrier. D - Turnout Overtrousers. Features include 260gsm, lime flame-resistant Nomex IIIA Rip Stop overtrousers with Proban treated inner cotton liner provided. Two deep front pockets with Velcro fasten flaps, gold reflective tape around the ankles and Velcro front fastener with press-studs and leather backing for attaching braces. Inner liner has Velcro tapes at the waist and ankles to secure the garment to the inside of the overtrousers. E - Turnout Boots Warrington Pro 2008. NFPA Certified Warrington Pro 2008 is a leather top boot with steal capped toes, Gore-Tex lining and pull on straps. Y - Style Braces (not shown). Red flame retardant webbing with leather attachment tabs and leather backing. Trained & Qualified Untrained, But has equipment Which of these two would you want to rely upon?

39. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 40 Enter Your Next Steps Into the Action Plan Workbook eople & Pay Plans

41. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 42 Internet Manager Job Description raffic Integrated Marketing Strategy www.ABCHonda.com Brand Dealership URL rocess Process & Pricing People & Pay Plans Performance Measurement ales Managing the Customer Experience when prospects arrive at dealership Streamlined Sales process Service & Sales Retention Drive lower Costs per Vehicle Sold nteractive Web Site Set Up Maintain Improve

42. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 43 Execute actions that increase the TRAFFIC to your site Manage the development and maintenance of an INTERACTIVE SITE that helps turn traffic into showroom visits, telephone calls and requests for information Establish and manage PROCESSES for turning requests for information into relationships that generate appointments which result in sales Close more SALES with all customers regardless of how they enter the dealership by building better relationships that improve gross profits Internet Managers Job Performance Objectives

43. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 44 Internet Manager Job Description Traffic: Create traffic using targeted marketing on/off the web Site marketing is also a big key to the process. Leads to the web site, Time spent by the customer on the web site and percentage of quotes vs. unique users. Responsible for creating and maintaining a smart marketing strategy that includes being in alignment with leads from the manufacturer, working with 3rd party lead providers and aggressively branding the dealerships own URL with in the market through traditional advertising and through web based banners and associations. We should always be studying the web trends stat package and look at user secessions. The key is 4 min or longer per visit. New ideas should be brought up for creating longer visits. The percentage of unique visitors to request for quotes has to be constantly reviewed. We must get to a 10% ratio as a goal. Site marketing ideas must be shared with the group and we must always strive to get new people to visit our site. As web hub administrator it is our duty to create new ways to draw traffic. Reports should be provided no later than the 5th of every month as to traffic count, unique user secessions and request for quotes and include the average cost per sale for each lead provider. Monthly meeting should be held to share ideas with ISMs and the GMs to boost traffic.

44. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 45 Internet Manager Job Description Interactive Site: Maintain the design & update content of dealership web site so that it gives the customer all the information they need to facilitate doing business with the dealership and buying a car. The result should transform site visitors into quality leads. The Internet Sales Manager should be responsible for making sure that dealership web site visitors get a world-class experience. Update inventory Update Used vehicle pictures Update web site pages including specials, staff photos, dealership pictures, navigation, and other items that make the site more interactive

45. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 46 Internet Manager Job Description Process: The goal is to design & Implement a customer friendly process to transform leads into appointments, then ensure that appointments show up at the dealership and are the store is prepared to turn them into sales. Tracking results and generating reports are an important part of the ISMs job. Setting up a lead management tool, BDC processes (if applicable) and any supporting tools (including 2-way pagers) Managing the utilization of the dealers Honda Certified lead management tool Updating the auto responders, custom e-mail templates and phone scripts Receiving, sourcing, responding, organizing, managing, and reporting on lead activity Creating quality appointments that show up to the dealership Making confirmation calls to all appointments Handling all pre-visit work including gathering the customers finance and trade information, inputting it into the stores operating system. Updating the Welcome board daily with the days appointments Handling all face-face interaction with the customer up to and in some cases including F&I Performing a positive delivery where we enroll the customer on to their personal web page at delivery Conduct all customer follow up fo rthose customers who did not make an appointment, show up for an appointment, did not buy and the sold customer base Continued on Next Slide (page)

46. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 47 Internet Manager Job Description Service Retention & Repeat Sales: Service Appointments and Process, Parts/Accessories sales & fulfillment Processes Process: The goal is to design & Implement a customer friendly process to transform leads into appointments and appointments into sales. Reports and Tracking Metrics: A report should be provided no later than the 5th of every month showing closing ratios of each store and each individual Internet sales person. Not just leads to sales but a tracking process for appointments as well. This will help us identify the strengths and weaknesses of our staff. A tracking report monthly should also be provided on the 5th showing the cost of each 3rd part provider and the cost of our web sites. This should be compared to the profits from each as well. Data Management: Create and maintain a data base of all of your customers email addresses. Follow up on all unsold e-mail leads twice a month. Once on the 1st with a newsletter campaign or link to a newsletter web page and on the 15th with a specific e-mail offer on the vehicle line make they have originally requested. Follow up with sold customers electronically with vehicle anniversary, recalls and request for referrals. Follow up with sold customers and customers who purchased from other dealers but could use the benefit of our service department. We know when they will need a 15,000 mile service, an oil change, 30,000 mile service a set of tires and so on. Follow up electronically with lease term customers and anticipate when others may re-enter the market. Example; a Taurus sale goes out on a 5 year loan the customer will most likely re-enter the market in 27 months.

47. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 48 Internet Manager Job Description Sales: (Showtime) The goal is to streamline the sales process and customer experience for customers who have provided information via the Internet and have scheduled an appointment to visit the dealership. Proper preparation and set up improves shows/sales closing ratios and customer satisfaction with the sales process once the customer arrives at the dealership: Pre-Selected Vehicles ready to show Appointment Reception Process Review Visit Agenda Vehicle Presentation Test drive Revisit Numbers F&I Introduction Delivery Pre-Completed Documentation (credit apps, ATFI, worksheets, etc.) Streamlined Sales Process completed in leas than 1.5 Hours from time of arrival to vehicle delivery

48. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 49 Internet Manager Job Description Sales Reporting and Performance Metrics: The Internet Sales Manager has reporting responsibilities that include the reports listed below, which are to be presented on a monthly basis to the Dealer Manager and the stores management team. Create and distribute reports on the departments results for the day, week, month and year-to-date that include the following information and ratio analysis: Number of unique visitors to Dealer Sites Site Visitor to leads submitted ratio Number of leads generated from dealers web site Number of leads generated from Honda web sites Number of leads generated from 3rd Party lead providers Average Response time (Overall and by individual ISS) Appointments Scheduled/leads ratios (Overall and by individual ISS) Appointment shows/scheduled ratios (Overall and by individual ISS) Closing ratios: Leads/Sales, Shows/Sales (Overall and by individual ISS) Average grosses (front and back end): PNVR/PUVR (Overall and by individual ISS) PNVR by Model line (Store, Internet department, Individual ISS) Percentage of trade-ins to transactions (Store, Internet department, ISS)

50. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 51 Sample Reports

51. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 53 Date 1 2 3 4 5 6 7 Number of Leads 2 3 2 5 7 5 4 Number of leads MTD 2 5 7 12 19 24 28 Number of appointments made today 1 1 2 1 3 2 1 Appointments mtd 1 2 4 5 8 10 11 Number of appointments due today 1 1 2 1 3 2 1 Number Shown 1 1 1 1 2 2 1 shown mtd 1 2 3 4 6 8 9 Number Sold 1 1 1 1 2 2 1 Sold MTD 1 2 3 4 6 8 9 apptment ratio 50 40 57.14 41.67 42.11 41.67 39.29 show ratio 100 100 75 80 75 80 81.82 show to close ratio 100 100 100 100 100 100 100 closing ratio 50 40 42.86 33.33 31.58 33.33 32.14 Excel Spread Sheet

52. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 55 Metrics Analysis: Where does this store have the greatest opportunity for improving their overall Internet Sales Closing Ratio? What will it take to turn all the metrics GREEN? What will happen to the stores sales when all 5 Process Metrics Points are GREEN?

53. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 56 Metrics Analysis: What is happening when this stores ISM gets an appointments and the appointment shows up? Why would the showroom close ratio on New Car Leads be less than on used car leads when the appointment shows up? Used Car Leads New Car Leads

63. Results-Based Lead Management Process A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 66 Enter Your Next Steps Into the Action Plan Workbook

65. Copyright 2005 Ralph Paglia - All Rights Reserved1/29/2015 6:07 AM 68 Thursday, January 29, 2015 68 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 0.00 5.00 10.00 15.00 Response Time (hours) ClosingRatio Correlation Between Internet Lead Response Time and Sales Close Ratios Content + Speed = Increased Sales Closing Ratios

66. A: Increasing Closing Ratios is not Just About Response Times Q: Why the variations?

67. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 70 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 Average Minutes to Answer Email 2 AverageMinutestoAnswerEmail1 MDX TL Zone 3Zone 2 Zone 5 Zone 6 Zone 4 Zone 1 Zone 3 Zone 2 Zone 6 Zone 5 Zone 1 Zone 4

68. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved11/2/2003 1:39 PM 72 PROCESS Person 2 Person Keyboard 2 Keyboard SALES Technology Assisted Selling 1. TAS Process methodology is designed to engage a customer continuously throughout the buying cycle, Using Multiple Channels Email Phone Meetings. Face 2 Face

69. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights Reserved11/2/2003 1:39 PM 73 2. Lead Management Process Improvement begins with an eBusiness Assessment of existing procedures using Process Mapping Gap Analysis & Appreciative Inquiry customer PROCESS Sales Manager Internet Leads Lack of consistent lead follow-up monitoring limits Sales Rep accountability and tracking of process performance metrics ? Email Contact Sales Reps ?? ? ? Random lead assignment procedures Individual sales reps managing their own leads Each doing it differently than the other! SALES eBusiness Assessment http://www.dealersite.com Visits Site No process or data capture from other web lead sources Walk-In Leads Service Leads Phone Leads Traffic to web site and lead submission rates not being monitored Only email In-box is used to organize leads Sales Reps inconsistently use telephone and/or email to respond to leads and schedule appointments

70. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 74 Response Funnel - HONDA 808 Leads Sent = 100% 554 Responded by Email Only = 83% 96 Responded by Both Email & Phone = 15% 35 Addressed All Questions asked = 5% 11 Responded by Phone Only = 2%

71. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Copyright 2005 Ralph Paglia - All Rights ReservedThursday, January 29, 2015 75 Response Funnel - ACURA 148 Leads Sent = 100% 109 Responded by Email Only = 88% 15 Responded by Both Email & Phone = 11% 8 Addressed All Questions asked = 6% 1 Responded by Phone Only =

ahm lmp day 1 11 05-03

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