master the fundamentals and you’ll master almost anything including online sales

Internet Sales Success It’s all about mastering the Fundamentals

Presented by David Kain President, KainAutomotive.com

Let’s connect! 859-533-2626 cell/text

David.Kain Skype @KainAutomotive Twitter

+ David Kain Google + david@kainautomotive.com

Mastering the Fundamentals

•  The Car is the STAR! •  An “Enquiry” is a real Person •  Understanding the Shopper’s Journey •  Process is the Success Path •  Make the 1st Contact the Best Contact •  The Dealership MVT

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The CAR is the STAR Beautiful Listings

6  eImportsforless.com  

7  eImportsforless.com  

8  StarwoodMotors.com  

9  StarwoodMotors.com  

Don’t Forget…

•  A well written and inspirational description of the vehicle that motivates a call or click

•  On the Market Pricing!

If they don’t want your

car…

You won’t receive an Enquiry!

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An Enquiry is a Real Person

“I’m  not  an  enquiry…I’m  a  person”  

New Car Buyer Profile

$87,100  Average  Annual  Income  

54%  have  a  College  

Degree  or  Higher  

Average    Age  Is    

40.1  years  

60%      Male    and  40%  

Female    

2013  Netpop/Google  Global  Auto  Shopper  Study,  Australia,  New  Cars      

New Car Buyer Profile

2013  Netpop/Google  Global  Auto  Shopper  Study,  Australia,  New  Cars      

51% Need to Replace an Old

Car

Average Price

Paid for a New

Car = A $30,700

Avoidance

Best Price

Convenience

The ABC’s of the Internet Shopper

Only 17% know the make & model they want to buy

2013  Netpop/Google  Global  Auto  Shopper  Study,  Australia,  New  Cars      

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Understanding the Shopper’s Journey

It’s a Long and Tangled Path

Different Shopping Experiences

Take Virtual Field Trips

To understand why customers made an enquiry

Get your Manager’s Involved

Put the Mouse in their hand

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Process is the Success Path

The most important 1st Step

Date/ Time: September 12, 2013 / 8:17 am Source: Dealer Website Lead Type: Enquiry on Price Name: Jack Reacher Email: reach100@gmail.com Address: 12 Martens Place, BROOKFIELD 4069 Phone: (262) 797-9400 Make/Model: 2013 Subaru Forester Stock # CA2276 Comments: I would like a price on this Forester for my wife and will be trading in my 2010 Honda Accord with 23,500 miles

Do  I  know  him?  

Contact  Info?  

Asking  for?  

Lead  Source?  

Can  I  answer  ?  

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The    “How  To”  Guide  for  your  Sales  Team  

Day 1 is the BIRTHDAY of the Enquiry

An  “ExcepQonal”  Day  1  

New  Lead  Received  

Auto  Response  Email  

Pre-­‐Contact  Checklist      

1st  Personal  Call  

Personal  Email  

HandwriVen  Note  &  Text  

2nd  Personal  Call  

Personal  Email  

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Elapsed  Qme  to  1st  Contact    =  5  Minutes  

Always,  always,  always…leave  a  Quality  Voicemail  

Day 1 Board Go Retro to Go Forward

The  Day  1  Board  keeps  me  involved  on  each  and  every  

prospect  

Day 1 Available Actions

Call  within  5  minutes    

Personal  email  a]er  the  call  

Personal  video  via  email  or  text  

Quick  text  with  message  /  picture  /  video  

HandwriVen  note  or  postcard  

Day 1 is the Connection Day

Sell the REPLY ask a question Sell the CALL save them time Sell the VISIT inspire a drive Sell the CAR make it special

The RIGHT Communications Sequence

Don’t be like “MOST” Salespeople

Don’t just ask for the appointment

Offer Sincere Assistance

What if we don’t

CONNECT on Day 1?

We PUSH

PRESS NURTURE

3-­‐Day  “PERSONAL  PUSH”  

Personal  Call    2x  

Personal  email  2x  

HandwriVen  note  &  Text  

Personal  call  

Personal  email  

Manager  review  &  call  or  BDC  call  

Manager  or  BDC  email  

Day  1   Day  2   Day  3  

Two  Week  “PRESS”  

Update  email  

Update  call  

Survey  email  

Update  call  

Bridge  to  long-­‐term  email  

Update  email  

Day  5   Day  8   Day  11   Day  14  

Long-­‐term  “NURTURE  MARKETING”  

Events/Vehicle  Specials/Service  Specials  

Update  call  

Update  email  

Un3l  they  Buy    or  Unsubscribe  

Weeks  3  -­‐  6   2  x  Monthly    

After Connecting you need

“Situational Processes”

Contact made appointment set Contact made no appointment Appointment no show Appointment show unsold Etc.

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Contact  Made  &    No  Appointment  

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Make the 1st Contact the BEST CONTACT

The 1st Call

CALL  CONTROL  

WORKSHEET  

Talk Pretty

May  I  ask…  

Certainly  I  would  be  happy  to  

I  apologize  

I  understand  

I  am  glad  you  called  

     Please  allow  me…  

Thank  You  

44  44  

I  can  help  you  with  that    Right  Away  

Talk Pretty Type Pretty Text Pretty

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The 1st Email THE  SUBJECT  LINE  IS  CRITICAL  

Hi  Patrick…Price  Info  on  the  2013  Camry…David  @  Sydney  Toyota  

Good Foundation Examples: •  Hi Tiea…2013 Camry info…from David @ Anytown Toyota •  Hi Tiea…2013 Camry price…from David @ Anytown Chevy •  Tiea…did the spam monster eat my emails? David at Anytown Ford •  Tiea…Kia Rondo availability…from David at Anytown Kia •  Hi Tiea…Would love more info on your 2008 A4? David at Anytown Audi •  Message from the Owner or GM @ Anytown Mercedes Benz A Little Different Twist Examples: •  Hi Tiea…1st pick of our new batch of Tiguans…David @ Anytown VW •  Hi Tiea…2 quick questions about your Altima request…David @ Anytown Nissan •  Tiea…what if we paid you for a Challenger test drive? David @ Anytown Dodge •  Tiea…need some gas? Free gas with a Fiat test drive…David @ Anytown Fiat •  Hi Tiea…I’ve asked my manager to help me with your Sonata request…David @ Anytown Hyundai

Other Creative Examples: •  Hi Tiea…Can you? •  Hi Tiea…Will you? •  Hi Tiea…Did we?

Subject Lines = Opened Emails

The most valuable element of an email…

? ques/ons  generate  replies!  

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•  Does your Subject Line inspire them? •  Does your email have a question? •  Did you sell the value of a phone call? •  Do you have a link to the vehicle •  Would a video walk-around help?

Before you Hit Send…

The 1st Text

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The 1st Video

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The 1st Video

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The 1st Video

The 1st Note

Hi Mike, Just wanted to say thanks for considering us for your new BMW. Please keep my name and number handy. I’m here to help! David

The 1st Voicemail

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The Dealership MVT’s

Dealership MVT Emails  

Videos  

CRM  Notes  

Phone  Calls  

Texfng  

Pictures  

“Most Valuable Tool”

I  can  help  you  

succeed  

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Develop a CRM Culture

?  

Are  you  making  notes  in  your  CRM  on  your  

customers?  

It’s  easy  to  do…Just  ask,  and  then  add  info  to  your  

CRM.    Customers  

appreciate  it.  

Lives  close  by  dealership  

Married  with  2  kids  

Husband  is  Joe,  kids  are  Mike  &  Jenny  

Previous  buyer  

Owner  of  Ad  Agency  

Birthday  is  October  12th  

Likes  to  pay  cash  or  lease  

Birthday  is  October  12th  

Loves  Soccer  and  Photography  

Favorite  car  colors  are  Blue  and  Silver  

Your CRM is your Assistant

You have a call to make…here’s

the details

If your CRM looked like these guys would you listen more?

You have a call to make…here’s

the details

You have a call to make…here’s

the details

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Wrap Up!

Mastering the Fundamentals

•  The Car is the STAR! •  An “Enquiry” is a real Person •  Understanding the Shopper’s Journey •  Process is the Success Path •  Make the 1st Contact the Best Contact •  The Dealership MVT

Put on your Lab Coat…

This is a Grand Experiment

You will have to try many different approaches

Questions?

THANK YOU!!!

Let’s connect! 859-533-2626 cell/text

David.Kain Skype @KainAutomotive Twitter

+ David Kain Google + david@kainautomotive.com