digital dealer 18 presentation by todd smith and david kain
TRANSCRIPT
The Wizard and the Silver Fox Deliver Digital Magic
Todd Smith, CEO of ActivEngageDavid Kain, founder of Kain Automotive
@Toddlearsmith | @Kainautomotive
Digital
Magic
1HIRE THE
RIGHT
APPRENTICE
Which style fits your future?
Perhaps somewhere in between?
TRAITS TO LOOK FOR:
Trait 1 – Loves Digital
Trait 2 – Embraces Change
Trait 3 – Socially Oriented
and has…
@Toddlearsmith | @Kainautomotive
SKILL SET
Great salesperson
Adapts easily to technology
Excellent communicator
Great typing/texting skills
Strong product knowledge
Quality presenter
RECRUITING:
UPDATE THE MESSAGE
Energetic people needed for
Internet Communications
Digital Marketing
Social Media
INNOVATIVE
COMPENSATION
Draw +
Commission
Salary +
BonusVS.
2 REMOVE THE WIZARDRY
FROM YOUR WEBSITE
Dealer &
Brand Logos
Contact
Us
Service
Scheduler
New Car
SpecialsUsed Car
Specials
Cluster of
VDP Pages
Lead
Forms
Meet Our
Staff
CREATE A
CLEAR PATH
MINIMAL
OPTIONS
WHICH WOULD YOU
SEND?
VS.
OPTION A.
OPTION B.
WINNER!!!! OPTION B.
3TRICKS OF
THE LIVE CHAT
TRADE
YOU HAVE TO INSPIRE A CHAT
VS.
OPTION A.
OPTION B.
WINNER!!!!
OPTION A.
CHAT LIKE YOU ARE FACE TO FACE
BEHAVIORAL INTELLIGENCE
LIVE CHAT BENCHMARKS
1-2% of UV’s Click to Chat
6 seconds to answer a chat
80% of chats are converted into a lead
20% of leads include appointment
5-10 minute conversation length
4 CREATE AN EFFECTIVE
FOLLOW-UP PLAN
PUSH
PRESS
NURTURE
For 2
Weeks
Forever
For 3 Days
Day 1 Day 2 Day 3
“PERSONAL PUSH”
Recommended Actions
Day 5 Day 8 Day 11 Day 14
Connection Plan
SP/BDC
Personal
Call
Manager Call
if needed
SP/BDC
Personal
Call
Dealer Satisfaction
Survey Email
SP/BDC
Quick Update Email
SP/BDC
Bridge to long-term
SP/BDC
Personal
Call
Auto Response
Casual Contact
Recommended Actions
Mid-Term
Recommended Actions
SP/BDC
Call 2x
SP/BDC
Personal
Email 2x
Optional
Personal
Note & TEXT
SP/BDC
Personal
Manager Email
SP/BDC
Quick Email
SP/BDC
Personal
Call
CONNECT QUICKLY WITH
PERSONAL COMMUNICATIONS
SP/BDC
Personal
Call
Manager
Lead Review
Meeting
TWO WEEK PRESS
STAY IN CONTACT UNTIL THEY BUY
WITH…NURTURE
MARKETING
2 x Month 1 x Monthup to 3 months
SP/BDC
Personal Call
Dealership
eNewsletter &
Specials Email
Continue to follow up until they buy or unsubscribe
1x Week 1 x Week
SP/BDC
Personal Call
SP/BDC
Update Email
NURTURE PHASE I
Weeks 3 - 6
NURTURE PHASE II
6 + Weeks
5 MAKE YOUR 1ST
RESPONSE
YOUR BEST RESPONSE
RULE OF 2’S
On average, shoppers will
visit 2 dealers
…and will take 2 test drives throughout the process
Source: Edmunds.com Car Shopping Trends Report
CALL
FIRST
Hi David,
I’m excited to help you with your 2008 Dodge
Challenger purchase. Here’s a link with the
pricing information and a brief video of the car.
Would you have a moment for a call to let me
tell you some important information about the
Challenger?
Kelly
(btw…I’m text friendly at 813-547-1367)
SEND ENGAGING EMAILS
Here’s a link with the
pricing information and a
brief video of the car.
(btw…I’m text friendly at
813-547-1367)
BE HUMAN
Leverage Video to inspire curiosity – be natural
PROVIDE VALUE
6DEVELOP
FANTASTIC
COMMUNICATION
SKILLS
I am an
amazing
communicator
AVOID THIS
MOST COMMON MISTAKE
CONTROL
YOURSELF
CONTROL
THE CALL
I HATE Scripts!
CREATE YOUR EDC
EMPLOYEE
DEVELOPMENT
CENTER
7BE SOCIALLY
ENGAGING
Have a Daily SOCIAL HOUR
with your Sales Team
post interesting product info
endorse friends & clients
like customer and friend posts
+1 industry news and company events
Post a Daily product video
IT’S NOT SELLING
IT’S SOCIALIZING
Endorse
Like
Favorite
8YOUR CRM IS THE
SECRET TO YOUR
MAGIC
WHAT DOES
CRM MEAN?
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
Always gets a sunroof
Loves Soccer and
Photography
Favorite car colors
are Blue and Silver
Remember…the more you know about
your clients the better you can help
them and in turn…help yourself!
Managers need to know the CRM
better than anyone in the store!
DAILY MANAGEMENT CRM
CHECK-OUTS
9 MAKE FIXED OPS A PRIORITY
DRIVE SERVICE TRAFFIC
TO YOUR WEBSITE
Metrics you can’t positively
live without messing up your
job and potentially putting
your career in jeopardy
10
THE WIZARD’S METRICS
Unique
Visitor
Traffic
Bounce
Rate
Pages
per
Visit
Conversion
Rate
THE FOX’S METRICS
Response
Time
Connect
Rate
Appts
Kept
Close
Rate
Digital
Magic
Todd Smith
CEO of ActivEngage
(321) 441-7700
@Toddlearsmith
Share an important takeaway you received from this session
using hashtag #DD18 for a chance to win an iPad.
David Kain
Founder of Kain Automotive
(859) 533-2626
@Kainautomotive