internet sales 20 group keynote
TRANSCRIPT
Los Angeles, CA Keynote Address
Presented by Sean V. Bradley Pages: 13, 14
The EvoluAon & Natural SelecAon of the AutomoAve Industry
Based on the recent arAcle in On The Move: The EvoluAon & Natural SelecAon of AutomoAve Sales
NADA is predicAng the AutomoAve Industry will have sold 15 million units in 2013!
This conference personifies the highest state of:
THINKING, EXECUTION & SUCCESS
All of You – every person right here in this room –
personifies the evolved dealership.
Maturity ConAnuum
The most successful dealerships are those
who pracAce interdependence.
Zig Ziglar once said:
“There’s only one thing worse than training your staff and having them leave, and that’s not training
them and having them stay.”
Because of evoluAon, dealerships need to provide their sales teams with new strategies and tacAcs.
You can’t just rely on the “Road to the Sale”
To be evolved, you have to change.
Jim Ziegler
So how do you evolve?
By changing how you operate.
TradiAonal Methods Are No Longer EffecAve.
Radio, Print, Basic MarkeAng Materials aren’t enough anymore.
We live in a digital world and you have to change your strategy to reflect that.
Incorporate social media, videos, opAmize your website, put yourself out where your prospects are!
What makes a modern Dealership Or Sales Consultant?
Modern stores & consultants are immersed in Internet Sales, BDC and Digital MarkeAng
Modern stores & consultants are buying and generaAng leads proacAvely, instead of reacAvely
Modern stores & consultants seek to find prospects where they are – online!
ProacAve ProspecAng Capture prospects at the
Point of Interest
Instead of at their
Point of Sale
If you can reach your prospects before they enter the Sales Pipeline, you’ll have the ability to influence them more directly.
Google ZMOT Video
ZMOT: Zero Moment of Truth
Powerful & Important Internet StaAsAcs
92-‐99% of Americans go online before stepping foot inside a
dealership.
Car buyers typically spend over 11 hours searching online
Car buyers on average research 5-‐8 different dealerships and car brands before making a decision
The average buying cycle is 45-‐90 days – much longer than the 72
hours of 15 years ago
According to NADA, tradiAonal adverAsing costs $640/car; But internet adverAsing costs $200/
car
Digital MarkeAng makes it easy to track ROI; tradiAonal adverAsing is
very difficult to track.
Sales Professionals of the Future Are Here Now!
How Can You PosiAon Yourself, as a Sales Person, for Modern Times?
Post Videos (tesAmonials, walk-‐arounds, how-‐tos)
Create Your own website
Be AcAve on Social Media Networks
Manage Your Online ReputaAon
Engage in Cross PromoAonal MarkeAng
TesAmonial Videos
• New car sale • Used car sale • Service customer • Female shopper • VPP • How-‐to Videos
1. Film Videos
• Geo target the Atle and descripAon • Use powerful key words 2. OpAmize Videos
• Post to all social media pages • Email to your customers
3. Deploy Videos
Service TesAmonial Cherry Hill Porsche
Purchase TesAmonial 2014 Honda Odyssey
TesAmonial Videos
Powerful & Important Social Media StaAsAcs
84% of US Vehicle Shoppers use Facebook
41% said they saw a post that caused them to add or remove a brand from their list of choices
38% said they saw a post that caused them to add or remove a dealership from their list of choices
45% of users asked their friends/family for recommendaAons
25% of users said that social media significantly influenced their purchase decision
Social Media
Engage your customers and prospects and encourage them to engage with you. The more back and forth you have between your customers the more relevancy and
credibility you have online.
Sales Consultants: Don’t expect your dealership to take on this role alone! Be proacAve by posAng comments and feedback to your social media pages and share some of the dealership’s
news and events with fans.
Social Media
YouTube
Flickr
Twiuer
Google+
Review Blog
Tumblr
Must Haves:
Suggested:
Facebook Examples
Online ReputaAon
• Rate Experience – 1-‐5 • What did you like best, why? • Would you recommend us? • Would you allow us to use your review in the future?
At Delivery Survey
• Send them this survey • Ask for feedback periodically • Encourage your customers to leave feedback on review sites
Email Your Contacts
The Importance of Videos
The average buyer spends 11 hours researching – three hours of it watching videos and two hours using search engines
More than three billion Google searches are completed daily
Videos show up in 50 percent of Google searches
Video is 53 Ames more likely to be clicked over a staAc-‐text link
99.5 PERCENT OF PEOPLE DON’T LOOK PAST THE TOP-‐TEN RESULTS!
The Internet & Video
The Next EvoluAon of the
AutomoAve Sales Consultant!
Robert Wiesman VSEO/Product Review
Elise Kephart Video Responses
Joe Argento Salesman Video/Branding
Evolved Sales Techniques
for the Modern AutomoAve Sales Consultant
Start with a Plan:
Methodical Road Map • Create a Business Plan with a clear end goal in mind
• Plan and prepare accordingly to make sure you meet those goals
1
END GOAL
UNITS
30
Start with a Plan:
Diversify how you sell cars • There are 8 ways to meet prospects • Make sure you do not rely on only one area • Create a plan that reaches out to prospects in all 8 of these categories
• Be aware of closing raAos when calculaAng your goals
2
Start with a Plan:
Diversify how you sell cars 2
Be-‐Backs (50%) Walk-‐Ins (20%) Phone-‐Ups (50%)
Internet-‐ups (50%)
Service Customers (10%)
Previous Customers (65%)
Referrals (50%) ProspecAng (50%) (Closing RaAos in
Parentheses)
Videos Index higher than staAc websites
Use Geo-‐targeAng to make your info relevant
Update your informaAon regularly to keep it current
Encourage customers to add their
own content to your social media pages
Start with a Plan:
Internet Is Key • In order to maximize the other areas, you need to focus more online
• With posiAve, relevant and content filled pages, you will auract more prospects from online sources
3
Start with a Plan:
Emulate Successful Strategies • Dealerships should emulate the OEM strategies with regards to social media and online acAviAes
• Sales Consultants should emulate the dealership strategies with regards to social media and online acAviAes
4
SEO/SEM VSEO/Video ProducAon Social Media RetargeAng
Online ReputaAon
Website Development
Focus Sites/Micro Sites Blogs
Start with a Plan:
PracAce a ProacAve Mindset • You can not afford to wait for magic to happen • Be creaAve about where you find your prospects
• The way you view the sales process will determine your behavior which will determine your results
5
Start with a Plan:
Methodical Follow Up • Become an expert in inbound and outbound phone process (including voicemails)
• Become an expert on inbound and outbound email process
• Become an expert in Social Media CommunicaAon and ReputaAon Management
• Become an expert in Video Messaging – uAlizing Skype, Face Time, Go To MeeAng, etc.
6
Start with a Plan:
Time Management Skills
• Determine how you’re going to look for prospects • How many of them are in dealership? • How many of them do you need to call? • How many of them do you need to email?
7
Tip: Be careful of distracAons disguised as opportuniAes!
Accountability • Track and test your progress throughout the month
• The right number of conversaAons will result in the right number of dealership visits which will result in the right number of units sold.
60 Calls a day
X .14
8.3 ConnecAons Daily
14% ConnecAon
RaAo
Start with a Plan: 8
Start with a Plan:
Master Your Crax • Master the “Road to the Sale” • Master your Product Knowledge • Master the art of passionately explaining the features and benefits of your brand over your compeAtors
• Master your arAculaAon of why your dealership’s VPP is beuer than any other
• Become a master at qualifying a prospect and determining their wants, needs and expectaAons
• Master an arsenal of 5-‐7 rebuuals for each one of the top 10 objecAons
9
The Dealership of the Future Is Here Now!
How Can You PosiAon Yourself, as a Dealership, for Modern Times?
Focus on the Four P’s
Create Internet Department or BDC
Create a Comprehensive Digital MarkeAng Strategy
Manage Your Online ReputaAon
Invest in your greatest asset – by training your people
Get Connected – AIS/AutoSuccess/IS20G
P P P P
“I am sick and Ared of listening to you talk about how we can get bigger. If we get BETTER, our
customers will demand we get BIGGER.”
– Trueu Cathy Founder and Chairman, Chick-‐fil-‐A
Working each individual profit center is not the best way to succeed anymore.
None of the profit centers will thrive if they’re not working together.
ABC Motors
Showroom
Internet Dept.
Service Center
F&I
Maximize Your 4 P’s
You’re only as strong as your weakest link.
People Products
Process PromoAons
4 P’s
Typical Dealership Structure
GM/GSM F&I Manger
Sales Manager
Sales Manager
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
Sales Person
On average, a typical dealership sells 96 units per month.
96 units per month 10 Sales People 9.6 units per person
Evolved dealerships that are running their Internet Department properly can sell
119 units a month with half as many people!
Here’s How………
All these people have succeeded using this method!
Digital MarkeAng
Digital MarkeAng
Online ReputaAon
Invest in your Assets
Gezng Connected
AutoSuccess Online! AutomoAveInternetSales.com!
There isn’t just a
Showroom anymore.
There isn’t just an Internet
Department anymore.
There is a dealership.
A modern, successful dealership realizes the impact the internet has on all of their profit centers.
A modern dealership knocks down the silos.
A modern dealership is a cohesive blend of all the profit centers.
The future is full immersion of the internet and showroom enAAes.
The only way to be successful in the automoAve industry today is to: • Acknowledge that the internet is powerful
• OpAmize the internet’s capabiliAes • PracAce interdependence • Fully immerse all profit centers so they work cohesively
“If you are not in a state of constant evoluAon, you are in a perpetual state of transgression.”
-‐ Sean V. Bradley
For More Resources: www.AutomoAveInternetSales.com