the ups and downs of moving forward

The Upsand Downs ofMoving Forward

DealerKnows: Presentation

Bill PlayfordDealerKnows Consulting

#UpDownForward

Making the Right Investments in

Vendors, Tools and Education to

Make Your Processes Better


Making the Right Investments in

Education, Tools and Vendors to

Make Your Processes Better


Who is Bill Playford?

DealerKnows: Important People

Do your due diligence.

Companies/Conferences

•Founders•Managers•Recent hires•Recent departures•Venture backing

Dirty laundry

DealerKnows: Housekeeping

Do your due diligence.

Individuals

•Retail experience•Work history•Geo-familiarity•Work ethic•Contactability

Dirty laundry


I hatetalking about myself, but...


MBA Entrepreneurship/eCommerce +17 Years of Demographic Analysis

Venture Capital/Finance During the .com Bonanza

Sold Cars Online 19 States and 4 Major Metros

Developed Technology CRM, SmartLeads, and TaskTeacher

Worked with Fortune 500 and Global 500 Companies AutoNation, Asbury, Hyundai


Example:

Also...

Has�� Patent�� Pending

andOrganized�� a�� TE

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MBA Entrepreneurship/eCommerce +17 Years of Demographic Analysis

Venture Capital/Finance During the .com Bonanza

Sold Cars Online 19 States and 4 Major Metros

Developed Technology CRM, SmartLeads, and TaskTeacher

Worked with Fortune 500 and Global 500 Companies AutoNation, Asbury, Hyundai

not a scumbag

When in doubt...


EDUCATION

Chairman of the Board of Trustees President of the University

Dean Secretary of the University

Study up.

School of Hard KnocksThe Faculty and Trustees in recognition of the successful completion of the course of study

required by the

Black and Blue College of Arts and Scienceshave conferred on

William Robert Playfordthe Degree of

Master of Internet SalesGiven at Nowheresville in the State of Shockthis fourth day of May two thousand and three

Lewis Skolnick

Jackmerius Tacktheritrix

Andrew D. Clay

John�� Kreese

DealerKnows: Education

Chairman of the Board of Trustees President of the University

Dean Secretary of the University

Oh wait...don’t bother.

School of Hard KnocksThe Faculty and Trustees in recognition of the successful completion of the course of study

required by the

Black and Blue College of Arts and Scienceshave conferred on

William Robert Playfordthe Degree of

Master of Internet SalesGiven at Nowheresville in the State of Shockthis fourth day of May two thousand and three

Lewis Skolnick

Jackmerius Tacktheritrix

Andrew D. Clay

John�� Kreese


•No certifications

•No governing bodies

•No standards

•No prevention

•No prerequisites

Understand this:


Self Directed Study:

•Learn from teammates and management

•Endlessly read and participate in various forums

•Reach out to peers who are doing well for themselves

It’s all you.


Individual resources:

DealerKnows.comshameless plug


Ups and Downs:

Cost effective

No waiting

Anyone can do it

Time consuming

Questionable expertise

Mixed results


Conferences:

•Large national conferences

•Medium regional conferences

•Small vendor/consultant driven conferences

How can we learn?


Gut feeling scale of conference value:

Vendor Ego

Education

OEM

Regional

CelebritySpeaker

Dealers


Expense

Value

NetworkingExpositions

Broad exposure

Meet lots of people

No interruptions

Time consuming

Content gamble

Potential for sunk cost


Ups and Downs:

Consultants:

•Video training series

•On-site consulting

•Long-term, retained, consulting

How can we learn?


A room full of experts:

Real Expert

DealerKnows: EducationDealerKnows: Education

A room full of experts:

Real Expert


Pros and Cons:

Continuous education

Augments management

Flexibility

Dubious experts

Costs can be brutal

Needs total buy-in


Who is Bill Playford?Which cuts better?

vs.

DealerKnows: Tools

Happy medium:Ancient Technology

Cutting-Edge Technology

IntegrationEase of UseAffordability

Quantifiable ResultsTrainabilityPortabilityScalability

DealerKnows: Tools

Integration:

DealerKnows: Tools

•Seek out tools that don’t require more tools

•Look for tools that play nice with other tools

Ease of use:

DealerKnows: Tools

•New tools need to be fun for all ages

•Poor user interface leads to poor ROI

Affordability:

DealerKnows: Tools

•YOU GET WHAT YOU PAY FOR

•Form a budget, and stick to it

•Address what you need first

•Get everything in writing

Quantifiable results:

DealerKnows: Tools

Executive Summary: [ Change Reporting Locations ]

Tasks: 01/01/2013 - 03/27/2013

Sales Performance: 12/01/2012 - 03/27/2013

Showroom Leads: 01/01/2013 - 03/27/2013

Internet Leads: 01/01/2013 - 03/27/2013

Phone Leads: 01/01/2013 - 03/27/2013

Third Party Leads: 01/01/2013 - 03/27/2013

Third Party Sources: 01/01/2013 - 03/27/2013

Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013

AVG. Gross Per Unit: 01/01/2013 - 03/27/2013

Closed Leads - Current Status: 01/01/2013 - 03/27/2013

Open Leads - Current Status: 01/01/2013 - 03/27/2013

Location Today Week Overdue Completed

Jim Curley Buick GMC 90 443 179 58

Jim Curley Kia 9 46 31 10

From Date: 01/01/2013 To Date: 03/27/2013

Summary Overview (this page) Generate Report

Type Today 01/01 - 03/27 YTD

Showroom 0 307 307

Internet 1 12 12

Phone 0 9 9

Third Party 0 14 14

N/A 0 0 0

Type Units Front End Back End

Showroom 307 $667.23 $654.04

Internet 12 $24.10 $300.83

Phone 9 $1,356.48 $492.79

Third Party 14 N/A $418.61

Note: Current status of closed leads created between 01/01/2013 -03/27/2013.

Note: Current status of open leads created between 01/01/2013 -03/27/2013.


Tasks: 01/01/2013 - 03/27/2013


Showroom Leads: 01/01/2013 - 03/27/2013

Internet Leads: 01/01/2013 - 03/27/2013

Phone Leads: 01/01/2013 - 03/27/2013



Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013







From Date: 01/01/2013 To Date: 03/27/2013



Showroom 0 307 307

Internet 1 12 12

Phone 0 9 9

Third Party 0 14 14

N/A 0 0 0


Showroom 307 $667.23 $654.04

Internet 12 $24.10 $300.83

Phone 9 $1,356.48 $492.79




Executive Summary:[ Change Reporting Locations ] Tasks:

01/01/2013 - 03/27/2013

Sales Performance:12/01/2012 - 03/27/2013

Showroom Leads:01/01/2013 - 03/27/2013

Internet Leads:01/01/2013 - 03/27/2013

Phone Leads:01/01/2013 - 03/27/2013

Third Party Leads:01/01/2013 - 03/27/2013

Third Party Sources:01/01/2013 - 03/27/2013

Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013




LocationToday Week Overdue CompletedJim Curley Buick GMC

90 443 179 58Jim Curley Kia9 46 31 10

From Date: 01/01/2013 To Date: 03/27/2013Summary Overview (this page) Generate Report

Type Today 01/01 - 03/27 YTDShowroom 0 307 307Internet 1 12 12Phone 0 9 9Third Party 0 14 14N/A 0 0 0

Type Units Front End Back EndShowroom 307 $667.23 $654.04Internet 12 $24.10 $300.83Phone 9 $1,356.48 $492.79Third Party 14 N/A $418.61



Executive Summary:[ Change Reporting Locations ]

Tasks:01/01/2013 - 03/27/2013


Showroom Leads: 01/01/2013 - 03/27/2013

Internet Leads:01/01/2013 - 03/27/2013

Phone Leads:01/01/2013 - 03/27/2013



Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013







From Date: 01/01/2013 To Date: 03/27/2013



Showroom 0 307 307

Internet 1 12 12

Phone 0 9 9

Third Party 0 14 14

N/A 0 0 0


Showroom 307 $667.23 $654.04

Internet 12 $24.10 $300.83

Phone 9 $1,356.48 $492.79


Note: Current status of closed leads created between 01/01/2013 -

03/27/2013.

Note: Current status of open leads created between 01/01/2013 -

03/27/2013.


Tasks: 01/01/2013 - 03/27/2013


Showroom Leads: 01/01/2013 - 03/27/2013

Internet Leads: 01/01/2013 - 03/27/2013

Phone Leads: 01/01/2013 - 03/27/2013



Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013







From Date: 01/01/2013 To Date: 03/27/2013



Showroom 0 307 307

Internet 1 12 12

Phone 0 9 9

Third Party 0 14 14

N/A 0 0 0


Showroom 307 $667.23 $654.04

Internet 12 $24.10 $300.83

Phone 9 $1,356.48 $492.79




Executive Summary:[ Change Reporting Locations ]

Tasks: 01/01/2013 - 03/27/2013


Showroom Leads: 01/01/2013 - 03/27/2013

Internet Leads: 01/01/2013 - 03/27/2013

Phone Leads: 01/01/2013 - 03/27/2013



Available Reports:

Sales Summary: 01/01/2013 - 03/27/2013




Location Today Week Overdue CompletedJim Curley Buick GMC 90 443 179 58Jim Curley Kia 9 46 31 10

From Date: 01/01/2013 To Date: 03/27/2013Summary Overview (this page) Generate Report

Type Today 01/01 - 03/27 YTDShowroom 0 307 307Internet 1 12 12Phone 0 9 9Third Party 0 14 14N/A 0 0 0

Type Units Front End Back EndShowroom 307 $667.23 $654.04Internet 12 $24.10 $300.83Phone 9 $1,356.48 $492.79Third Party 14 N/A $418.61



•Readable reports

•Easy to find information

•Customization available

Trainability:

DealerKnows: Tools

•Needs to be easy to learn

•Needs to be easy to learn the second time

•Provider should only have to train once

Portability:

DealerKnows: Tools

•Hardware

•Virtual Private Network

•Windows Explorer

•Works on anything with a browser

Scalability:

DealerKnows: Tools

•Tools should grow with the store

•Tools should grow with users

Makes lives easier

Augments personnel

Increases productivity

Debatable ROI

Not fully baked

Upgrade addiction

Ups and Downs:

DealerKnows: Tools

VENDORS

Who is Bill Playford?

EverythingEverythingEverythingDealerKnows: Vendors

DealerKnows: Vendors

Do some digging.

•Search for articles

•Search for ratings

•Search for validity


Ask around.

•Ask your friends

•Ask your other vendors

•Ask on a forum


Do some shopping.

Valuable partnership

Proactive support

Share the wealth

Dodgy follow-through

Hidden costs/fees

Abysmal support

Pros and Cons:


MAKINGTHE

DECISION

YOUDealerKnows: Decisions

DealerKnows: Decisions

Take some pics:

These next slides are brought to you image- free for your picture taking pleasure

•How many dealers do you have nationwide?

•What local dealers use your solution?

•Do you feel another local dealer using you would adversely affect the success (or effectiveness) of your solution(s)?

•Will you show a screenshot of your product? (Do not accept a PowerPoint or walk-through)

•Can I go see it live at another dealer?


Selection:

•What is the pricing? [monthly fee x length of service) + (set-up fees + training + support) = •TRUE COST]

•Will you promise in writing a “Guaranteed low price for market?” If another dealer signs with you at a lower price, will you adjust your monthly cost to match?

•What is the pricing? Look at hard cost (monthly fee x length of service + set-up fees + training and support = $XXX product)


Pricing:

•What are the terms?

•Never agree to an auto-renew!

•Can I see a copy of the contract ahead of time and review it with our legal team (even if you don’t have a legal team)?


Contracts:

•What are the set-up fees and support hours?

•How easy is it to change in the back-end? (Imperative for websites and online inventory management tools).

•What type of initial and on-going training do you offer to ensure the success of your solution in my store?

•How do I access reports assess performance?


On-going:

•Tell me 3 things you wish your solution offered

•Which of your competitors’ solutions would you most like to sell? Why?

•Who’s considered the best in the industry?•Who’s second best?

•Tell me 3 things you like about your main competitor

•Why are you most commonly dropped as a solution?


Our favorites:


Nobody is perfect.

Craig SimpsonOiler LegendBest Shooting Percentageof All Time

I only scored

23.66%of thetime.


DealerKnows: Thanks

Bill PlayfordVice President and Partner

DealerKnows Consulting

[email protected]

Twitter/wplayfordLinkedIn/wplayford

the ups and downs of moving forward

Automotive

internet leads

tools thatdont

toolsnew tools

party leads

tools andeducation tomake

showroom leads

phone leads

open leads current status