TRAFFIC to a web site that is generated from a combination of marketing and promotion of URL address, referrals and links from other related web sites. Search Engine Optimization (SEO) and other techniques are used to increase unique visitor counts to site.

INTERACTIVE web site content that includes information that is most sought by targeted traffic, such as inventory and pricing, along with a means for the customer to interact, such as online forms and dedicated phone numbers for various purposes.

PROCESS refers to what the dealer does in response to contact made by the web site visitor in the form of an Internet lead or a phone call. This element includes email and phone techniques that are used to achieve the Lead Management Process objectives.

SALES refers to the activities and tasks executed by dealership staff after the Lead Management Process, or Interactive web site content results in a showroom visitor, whether by appointment or impromptu visits from customers without appointments.

TRAFFIC to a web site is measured in the format and context of Unique Visitors within a 30 day period. This number would exclude repeat visits within that 30 day period. Search Engine sources and referring web sites are important to measure.

INTERACTIVE web site content effectiveness is measured in two primary ways… The first is the volume of form submissions and telephone calls that result from people visiting the site. The second is the average length of Visitor Sessions during a time period.

PROCESS effectiveness and execution compliance can be measured by the number of appointments with customers who have called or emailed, along with the appointment show ratio. Another measure would be direct contact to leads received ratio.

SALES is an extension of Process, but more explicitly identifies the pattern of response by the dealership to a showroom customer visit, so it is measured by closing ratio on appointments that show up or traffic generated from the dealer’s response to each lead.

TIPS eBusiness Strategy

TIPS eBusiness Strategy

Traffic•Manufacturers, Alliances, & 3rd Party•Web Address Everywhere•Execute Search Engine Optimization

InteractiveWeb Site

•Used Inventory & Options•U/C Photos & Pricing•Promotions & Specials

Sales•Increase closing ratio on appointments•Increases Sales, Profits & CSI•Lower marketing Cost per Sale

TIPS used to frame Strategy

Process•Process & Pricing•People & Pay Plans•Performance Measurement

•Place

Market

Advertising&

Promotion

Dealer Customer Base

Dealer’s URL

Everywhere”

OEM URL

SearchEngineStrateg

y

Links on Local &

Regional Sites

•New & Used Inventory•Photos & Pricing•Sales, Service & Parts Specials•Service Appointments

Limited Limited “Only”“Only” by a Dealer’s Creativity by a Dealer’s Creativity

•Pricing Philosophy•Pay Plan

•People•Place

eBusiness Dept.TM

•Email to Email•Ear to Ear•Face to Face

Process

•Set expectations upon arrival with an “Agenda Review”•Vehicle ready for delivery•Documentation pre-completed

Showroom… “Showtime”

FaceTo FaceFaceTo Face

1. Initial Email that answers customer’s questions• Establish Trust and willingness to communicate• Transparent Pricing Philosophy – nothing to hide • Sets the Stage for Phone Contact

2. Phone Contact; the most successful professionals use word tracks with “fill in the blank” sections

3. Showroom Sales Process: • Greet customer with documents and agenda to

make the best use of the customer’s time…• Trial Close at initial greeting sets tone for visit

Traffic •Volume of “Unique Visitors” to Dealer’s Web Site

InteractiveWeb Site

•“Forms Submissions” /Unique Visitors %

Sales•“Units Delivered”/ Appointments that Show %

TIPS used to frame eBusiness Performance MetricsTIPS used to frame eBusiness Performance Metrics

Process•“Appointments”/Forms Submissions % •“Appointment Shows”/Appointments %

Internet Sales Operations Effectiveness: Delivery/Request %

Traffic

InteractiveWeb Site

Process

Sales

1000

(5%)50LEADSLEADS

(25%)12.5(25%)3

(80%)2.5CLOSESCLOSES

5%5%Closing %Closing %

1. Market Strategy2. Marketing Budget3. Advertise Internal Customers (Meeting)4. Advertise Customer Base

(Direct Mail,Telemarketing)5. Advertise Market (URL Everywhere)6. Showroom Merchandising

4000

(10%)400

1. Easy Navigation2. Research3. Find a Car (Inventory Updated)4. Used Vehicle Photos Posted5. Trade Evaluations6. Financing7. Test Drive8. Contact Us

1. Lead Management Tool2. Auto Responder3. Personal Responses4. E-Mail Templates5. 2-Way Pagers6. Telephone Contact(50%)200(50%)100

1. F&I Process2. Pricing Process3. Sales Process4. Introduction5. Welcome Board

(80%)80

1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service Appointment5. Loyalty Package6. Update on Promotions

WHEELWHEEL

20%20%Closing %Closing %

AppointmentsAppointmentsAppts. ShowAppts. Show

1. Confirmation Call2. Confirmation E-Mail