having a healthy online presence: the 4 staples of lead conversion
Post on 11-Sep-2014
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DESCRIPTION
Joe Webb of DealerKnows Consulting discusses the 4 Staples of Lead Conversion with the attendees of the Texas Independent Auto Dealers Association. DealerKnows conducted a mystery shop of 100 dealers in attendance as well as shares data from the National Independent Auto Dealers Association. http://dealerknows.comTRANSCRIPT
Having a HealthyOnline Presence:
The 4 Staples of Lead Conversion
The Four Basic Food Groups
Who is Joe Webb?
DealerKnows: Founder
The Four Basic Food Groups.
≠
DealerKnows: Proper Nutrition
The Fifth Food Group.
Yum!
DealerKnows: Proper Nutrition
=
Vendors:
DealerKnows: Proper Nutrition
63%
27%
10%
Phone Ups(27%)Walk Ins
(63%)
eLeads(10%)
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012
Internet Referral Newspaper TV Outdoor Ads Radio Magazine Direct Mail
5%5%6%9%11%12%
25%
62% $249/ vehicle
Sources:
DealerKnows: Data*AutoTrader KS&R Study 2012
WebsitesBranding• and Merchandising
Lead AcquisitionTechnology
101010101010101010101010101010101010101010101010101010101010010011001011010100101010101010010101010101010101101010101010101010110101010010101010101010101010101010101010101010101010101010101010101010010101010101010101010010101000101010101001010100101010100101001010100101001010110001101010100110101010010100101010100101010010101010100101010010010101010010101001010101010101001010101010101010101010101010101010101010
101010101DealerKnows: 4 Elements
The four staples of lead conversion:
Like grains, websites provide energy.
AttractiveFunctionalOne click away
DealerKnows: Websites
18%
82%
Has a Website(82%)
DealerKnows: Data
Dealers who have websites:
Doesn’t get Pie
(18%)
31%
69%Has a Website(69%)
Really?(31%)
Attendees with websites:
DealerKnows: Data
KD AttendeeResearch
The fixins’: All about conversion.
DealerKnows: Websites
18%
82%
Doesn’t Have any Conversion
Tools(82%)
Good Job!(18%)
Conversion tools:
DealerKnows: Data
KD AttendeeResearch
You’re doing it wrong.
DealerKnows: Websites
Hot buttons.
DealerKnows: Websites
Hot buttons.
DealerKnows: Websites
Brand / Logo
Value Proposition
Schedule Service
Trade Information
Hours/Directions/Contact
Specials
Get Pre-Approved
Inventory
29%
71%
Have anInventory Feed
(74%)
Do Not(26%)
DealerKnows: Data
Request for information: KD Attendee
Research
40%
60%
Don’t(40%)
DealerKnows: Data
Request for information: KD Attendee
Research
Provide OnlineCredit
Application(60%)
40%
60%
Offer Specials
(60%)
Don’t(40%)
DealerKnows: Data
Request for information: KD Attendee
Research
38%
62%
Offer Hours AND
Directions(62%)
Don’t(38%)
DealerKnows: Data
Request for information: KD Attendee
Research
Show and tell.
DealerKnows: Websites
Importance of Video.Of your team.Of your values.
Of your customers – testimonials.
Build Value Walk Around Testify
Have a side of search (and corn).
DealerKnows: Search
DealerKnows: Websites
Keywords:
It’s YOUR fridge.Keywords
TexasDirect
The Dealership
AutoTrader.com
Cars.com
FacebookDealerKnows: Search
SEM
SEO
SEO, SEM, OMG...
DealerKnows: Search
used chrysler 300 arlington tx
Eat on the go.
By 2014, mobile Internet usage will exceed desktop Internet usage. Sorry, desktops.
DealerKnows: Search
2%
98%
Doesn’t Have a Mobile
Site(98%)
Oooh Yeah!
(2%)
Mobile sites:
DealerKnows: Data
KD AttendeeResearch
DealerKnows: Marketing
Branding, Advertising, and. Merchandising provide stamina.
Eat your fruits and veggies.
DealerKnows: Marketing
Market your brand.
DealerKnows: Marketing
DealerKnows: Study
Digging deeper.
20 dealer groups from around the country
6,139 vehicles
61,434 photos
Real transaction data
Less than 10 pictures:52.03%<10 Pictures
(52%)
>25 Pictures(18%)Mediocrity
(30%)
Distribution.
DealerKnows: Study
12%
88%
Offered Less Than 25 Photos per
Vehicle (88%)
Yesss!(12%)
Vehicle photos:
DealerKnows: Data
KD AttendeeResearch
DealerKnows: Data
Average Photos per
Sample Vehicle
10.25
KD AttendeeResearch
DealerKnows: Data
Vehicle photos:
What we found.
Going from less than 10 pictures to more than 25 pictures increased
leads and views by more than 30%
DealerKnows: Study
Going from less than 10 pictures to more than 25 pictures increased
inventory turn by 25%
It gets better.
DealerKnows: Study
17%
83%
Took Their OwnPictures
(88%)
No/Stock Photos
(12%)
DealerKnows: Data
Request for information: KD Attendee
Research
DealerKnows: Photos
What others have found:
Having just 11 pictures can increase page views by 175% and contacts by 127% versus having no
pictures at all
DealerKnows: Photos
the good
DealerKnows: Photosthe bad
Wash me
DealerKnows: Photosthe badthe ugly
DealerKnows: Marketing
Sign, sign, everywhere a sign...
Leads provide energy.
DealerKnows: Lead Acquisition
Leads = Protein
Be your own lead provider.
DealerKnows: Lead Acquisition
Third party lead providers:
DealerKnows: Lead Distribution
It does the dealership good.
DealerKnows: CRMs/ILMs
A CRM/ILM provides strength.
What your CRM/ILM should be doing for you:
Trigger tasks for sales •teamAutomate Process By event, lead type• source, salesperson
Processes for pre-sale, • post-sale, lost
DealerKnows: CRMs/ILMs
21%
79%
Responded(82%)
Seriously?(18%)
DealerKnows: Data
Request for information: KD Attendee
Research
26%
74%
Hands Must be Broken
(76%)
Called Us(24%)
DealerKnows: Data
Phone response: KD Attendee
Research
DealerKnows: Data
Average Phone Response Time 4:16hrs
Phone response time: KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Called on First Day 13%
Phone response time: KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Average Over 10 days 1.9calls
Phone response: KD Attendee
Research
DealerKnows: Data
36%
64%Didn’t Email(61%)
Thanks!(39%)
DealerKnows: Data
Email response: KD Attendee
Research
DealerKnows: Data
Average Email Response
Time3:25hrs
Email response time : KD Attendee
Research
DealerKnows: Data
DealerKnows: Data
Emailed on First Day 30%
KD AttendeeResearch
DealerKnows: Data
Email response time :
8%
92%
Didn’t Email to Confirm Price
(92%)
ConfirmedPrice
(8%)
Emailed price:
DealerKnows: Data
KD AttendeeResearch
4%
96%
Didn’t Send a Picture
(96%)
Sent (at Least 1)
Picture(4%)
DealerKnows: Data
KD AttendeeResearch
Emailed pictures:
38%
62%Didn’t Offer
a Value Proposition
(62%)
Good Job!(38%)
DealerKnows: Data
KD AttendeeResearch
Emailed a value proposition:
100%
Didn’t Senda Video
(100%)
DealerKnows: Data
KD AttendeeResearch
Emailed a video:
Graduate from the old school.
DealerKnows: CRMs/ILMs
Note Pads
Who churns the CRM?
Driven by sales management.
Supported by staff.
DealerKnows: CRMs/ILMs
The price is right.
DealerKnows: Technology
DealerKnows: Appreciation
Thanks!
Thanks.
Joe WebbFounder and [email protected]: /dealerknowstwitter: @zonewebb
DealerKnows Consulting
DealerKnows.comVirtualDealerTraining.comTaskTeacher.com