ken lees: success story
DESCRIPTION
Ken Lees Success StoryTRANSCRIPT
Success Story with Ken Lees
Page 49
Ken LeesVP OF STRATEGIC ALLIANCES
Automark Solutions, LLC.
Matt WestcottGENERAL SALES MANAGER
Fairfax Hyundai & Fairfax Kia
OUR SOLUTION-SET HAS BEEN PROVEN TO:
DRIVE INCREMENTAL INTERNET SALES
REDUCE INTERNET M & A EXPENSES
IMPROVE DEALERSHIP PROFITABILIY
BEST-IN-CLASS INVENTORY PRICING SYSTEM
INDUSTRY-LEADING CONVERSION TOOLS
SERVICE DRIVER FIXED OPS GAME CHANGER
SAVE $150,000.00 ANNUALLY
INCREASE INTERNET SALES
INCREASE GROSS PROFIT @UNIT SOLD
REDUCE FLOORPLAN EXPENSES
SAVE 20-30 HOURS MANAGING ONLINE PRICING
ELIMINATE ALL ONLINE PRICING ERRORS
2381 New Vehicles Sales
#1 District Ranking #7 Regional Ranking (160 dealers)
300% Sales Efficiency
Matt WestcottGENERAL SALES MANAGER
Satisfied with your website’s lead volume?
The best quality leads come directly from our website.
Satisfied with the qualityof those leads?
Buy 3rd Party Leads?
QUANTITY
QUALITY
REACH REACH ONLINE SHOPPERS
CAPTURE
CONVERT
VISITOR-TO-LEAD CONVERSION
LEAD-TO-SALE CONVERSION
(7) 3rd PARTY LEAD PROVIDERS
(4) BUYING/REFERRAL SERVICES
(4) ONLINE MARKET PLACES
LITTLE SEARCH ENGINE MARKETING
BEFORE
72% 3rd PARTY LEADS (40% FROM 1 SOURCE)
16% SELF-GENERATED
12% FACTORY
< 8,000 MONTHLY WEBSITE VISITORS
$355,000.00 ANNUALLY
BEFORE
(1) 3rd PARTY LEAD PROVIDER
(3) BUYING/REFERRAL SERVICES
(3) ONLINE MARKETPLACES
GOOGLE ADWORDS
SOCIAL MEDIA MARKETING
TODAY
53% SELF-GENERATED
25% 3rd PARTY LEADS
22% FACTORY/PROGRAMS
10,000+ WEBSITE VISITORS
$225,000.00 ANNUALLY
TODAY
2,000+ ADDITIONAL MONTHLY VISITORS(22% INCREASE)
RESULTS
$130,000.00 ANNUAL SAVINGS(37% DECREASE)
CAPTURE VISITOR-TO-LEAD CONVERSION
REACH REACH ONLINE SHOPPERS
CONVERT LEAD-TO-SALE CONVERSION
10 GRAPHICALLY APPEALING & RELEVANT
CALLS-TO-ACTION
INTEGRATION
PLATFORMS
10 GRAPHICALLY APPEALING & RELEVANT
CALLS-TO-ACTION
Diversity of demographics, wants and needs.
CONVERTER LEADS BUY RATE
INSTANT PRICE QUOTE 4782 51.7%
TRADE APPRAISAL 1517 38.2%
DAILY DEALS 909 41.3%
INSTANT LEASE QUOTE 897 39.4%
PROMOTIONAL ENTRIES 806 39.3%
MAKE AN OFFER 533 52.7%
ALL OTHER 530 44.2%
TOTAL 9974 46.2%
EACH CONVERTER ENGAGES BUYERS
VEHICLE CLASS BUY RATE
LUXURY 52.1%
PREMIUM 49.2%
NON-PREMIUM 49.4%
TRUCKS/SUV 49.8%
TOTAL 46.2%
ENGAGE BUYERS EQUALLY ACROSS
BRAND SPECTRUM
KEY FEATURES:
Automated Selection
Automated Pricing
Delivered via device of
choice
KEY BENEFITS:
Low Funnel Leads
Moves Aged Inventory
DAILY DEALS
KEY FEATURES:
Automated Selection
Automated Calculations
KEY BENEFITS:
Low Funnel Leads
Improves Lease Penetration
LEASE SPECIALS
KEY FEATURES:
Automated Calculations
Delivered Instantly
KEY BENEFITS:
Low Funnel Leads
Improves Lead Volume
AUTOMATED QUOTES
KEY FEATURES:
Automated Calculations
Delivered Instantly
KEY BENEFITS:
Low Funnel Leads
Improves Lead Volume
AUTOMATED QUOTES
KEY FEATURES: CALLS-TO-ACTION can be
fully customized to meet specific needs
KEY BENEFITS:
Market differentiator
Competitive Advantage
CUSTOM BRANDING
KEY FEATURES: Detailed fully compliant
price displays Integrates model-specific
Daily Deal & Lease Special
KEY BENEFITS:
Higher Conversion Rate
COMPELLING VDPs
DOES IT REALLY WORK?
CAPTURE VISITOR-TO-LEAD CONVERSION
REACH REACH ONLINE SHOPPERS
CONVERT LEAD-TO-SALE CONVERSION
SOURCE LEADS % CLOSE RATE
AUTOMARK 329 21.7 20.7%
BBOL 50 3.3 18.0%
CHAT 120 7.9 12.5%
COBALT 257 16.9 15.2%
DEALERTRACK* 38 2.5 34.2%
SUB-TOTAL 794 52.3 18.1%
SELF-GENERATED
MARKETPLACES
BUYING SERVICES
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 234 15.4 11.5%
OEM SITE/PROGRAMS
TOTAL LEADS CLOSE RATE
ALL SOURCES 1519 14.2%
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 138 9.1 16.7%
SOURCE LEADS % CLOSE RATE
SUB-TOTAL 353 23.2 6.2%
SOURCE SALES % OF TOTAL
SELF-GENERATED 144 66.7%
MARKETPLACES 27 12.5%
BUYING SERVICES 23 10.6%
OEM 22 10.2%
TOTAL 216 100%
UNIT SALES
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
NEARLY 1/3 OF ALL SALES
GENERATED FROM AUTOMARK LEADS
SALES FROM AUTOMARK LEADS
ARE MORE PROFITABLE
GROSS PROFIT
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
SOURCE SALES VARIANCE
SELF-GENERATED 144 +31%
MARKETPLACES 27 -55%
BUYING SERVICES 23 -64%
OEM 22 +61%
SALES FROM SELF-GENERATED LEADS COST LESS
TO GENERATE
SOURCE SALES SPEND
SELF-GENERATED 144 $265.50
MARKETPLACES 27 $692.22
BUYING SERVICES 23 $404.35
OEM 22 $68.18
M & A EXPENSE
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
SALES FROM AUTOMARK LEADS
FAR LESS EXPENSIVE TO
GENERATE
SOURCE SALES SPEND
AUTOMARK 68 $39.71
APPRAISAL TOOL 9 $150.00
CHAT 15 $123.60
OEM 22 $68.18
M & A EXPENSE
KEY PERFORMANCE METRICS 6.01.14 – 8.31.14
MANAGING IT ALL
NEW VEHICLE PRICING RULES
How much Over/Under: Invoice, GL Balance or M.S.R.P.?
KEY FEATURES:
OEM Incentives Cash Incentives A.P.R. Offers Loyalty & Competitive Military, College & Others
Set discounts by: Model Trim Engine & Trans. Type Drive Type Body styles
NEW VEHICLE LEASING RULES
How much Over/Under: Invoice, GL Balance or M.S.R.P.?
KEY FEATURES:
Captives: Lease Cash Residuals Money Factors Loyalty & Competitive Military, College & Others
Set discounts by: Model Trim Engine & Trans. Type Drive Type Body styles
ADDITIONAL FEATURES
Additional Features
ADDITIONAL FEATURES:
NEW VEHICLE AGING DISCOUNTS: Model Trim Engine & Trans. Type Drive Type Body styles
USED VEHICLE AGING DISCOUNTS
DEALER-DEFINED DISCOUNTS
AUTOMATIC PRICE DISCREPENCY SUPRESSION
MORE!
COST-EFFECTIVE SOLUTIONS FOR THE DIGITAL WORLD
SERVICE DRIVERCOMING SOON
THANK YOU!Q & A