guest speaker: jennifer suzuki, founder of e-dealer ...€¢ northwood university automotive...
TRANSCRIPT
Guest Speaker: Jennifer Suzuki, Founder of e-Dealer Solutions
Dealers Edge Webinar, May 2012
Focus: Internet Ups: Guiding the Prospect from Email to Ph one to Showroom
• From Northern CA• e-Dealer Solutions, Inc. Founder & President • Ed Morse Automotive Group Corporate Internet
Director• Autobytel.com Regional Director• Reynolds & Reynolds Trainer• Northwood University Automotive Markting &
Management Graduate• Auto Sales Career Begins in 1994
About Today’s SpeakerJennifer Suzuki
Internet Leads/Phone Traffic
What’s trending at your dealership?
Walk-ins
Phone-ups
Internet leads
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Business Models
How many internet leads per month?
How many incoming sales call per month?
How many salespeople/managers?
What are the skill sets? - technology, communications, employment aspirations,
work ethic, sales experience
Internet Leads/ Phone Traffic
What Is Your Business Model?
BDC
Cradle To Grave
BDC/Internet Hybrid
Sales Managers
All Salespeople
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Goals:
•To set appointments• Showed appointments• Vehicle sales
Daily Activities:
• Respond to internet leads • Follow up through phone calls and emails• Input notes in CRM• Prep for appointments • Demo• Write-Up• Negotiations • Delivery • After the sale follow-up
Internet Sales Process & Sales Techniques
What Is Your Internet Sales Process?
• Lead distribution• Goal for response time• Initial contact; phone call or email• Phone call guidelines• Voicemail guidelines• Email composition• Follow-up schedule• Appointment confirmation• Appointment guidelines for shows and no shows• Sales process protocol• Management accountability to the process
Example of Internet Lead
•• To: Nissan Dealer• From: [email protected]• Subject: 2011 Nissan Maxima 3.5 SV Quote
• I am looking at your Pre-Owned, 2011 Tuscun Sun Metallic.
• Comments: Is this car available? No games. What i s your bottom line, out the door price? Please verify this is a certified vehicle. Email please. Thank you...Joe
• Turning Emails Into Phone Calls
Goal: Appointments That Show!
Goal: Appointments That Show!
Turning Phone Calls Into Appointments That
Show On Time!
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e-DS Strategy:
•1. Relationship•2. Commitment•3. Appointment
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Subject: Joe, I have answers to your questions re: 2011 Nissan Maxima 3.5 SV Quote
•Good Afternoon Joe,
•Thank you for contacting me today about your interest in our 2011 Nissan Maxima 3.5 SV. Great choice by the way! I too drive a Nissan and have enjoyed it for many years!
•I want to be sure that I answer your questions accurately as well as provide you an effortless and professional car buying experience. You asked me some specific questions on your email: “Is this car available? No games. What is your bott om line, out the door price? Please verify this is a c ertified vehicle. Email please. Thank you...Joe”•Joe, I work with all of our internet clients and provide a truly unique experience. You can expect that once you have agreed on this vehicle that I will personally ensure it is detailed, gassed and ready for immediate delivery. Depending on how you want to purchase the vehicle, I can expedite your time by having applicable paperwork completed prior to your arrival. My goal is to ensure your time-savings during your buying experience.
•
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•To answer your questions I went out to our inventory and spent about 20 minutes doing some research. Yes, this vehicle is here right now! I also pulled the service records and found out that two new rear tires were replaced; the front are nearly new with about 90% tread remaining. This car looks brand new! The interior is flawless as well as the exterior -no dents, dings or scratches! The mileage is accurate. AND, the previous owner lives locally and has diligently maintained this vehicle by completing all scheduled maintenance here at our dealership.
•By the way, YES, this vehicle has been certified and has some factory warranty remaining. Our prices are very competitive so that we will receive emails from educated consumers like yourself. We has priced this vehicle to sell! This is an exceptional vehicle in great condition.
•Would you like me to assist you with a trade apprai sal? Have you looked into financing?
I have some more information you will find useful s o hopefully you can spare a few minutes by phone. Can you email me some good times for a quick chat today?
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Key Points to Email Responses:
• Personalize• Customize• Thank you!• Address Specific
Questions• Build Value:
Salesperson & Buying Experience
•Create Obligation•Ask For Phone Contact and/or Appointment•Ask Questions•Follow Up!
Effective Internet Phone Call Steps:Outbound Phone Call
1. Introduction 2. Sell the value in you and the car buying
experience3. Review the vehicle4. Obtain trade/finance information5. Set the appointment!
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Evaluate Your Internet Inbound and Outbound Phone Call:
• Identify the areas of the call that create the most risk for the salesperson
• How is contact information collected?
• Determine what VALUE the salesperson and dealership will offer this buyer
• What will separate you from the competition?
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Evaluate Your Internet Inbound and Outbound Phone Call:
• What makes your process different?
• What questions are asked? Required?
• How is price & availability related questions handled?
• How is the appointment explained and set?
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
•INTRODUCTION:
� Is this <PROSPECT NAME>?
� This is <SALESPERSON NAME>, I work with all of our internet clients here @ <DEALERSHIP NAME>
� Confirm vehicle year, make, model
� Let’s go over your email…
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
�RAPPORT BUILDING/QUALIFY:
� Is this vehicle for you?
� What are you driving now?
� Family or Work?
� Have you driven a <MAKE,MODEL> before? (Yes, did you drive it here?) (Other store, what happened? Tell me about that…)
� How long have you been researching for a new car online?
� Have you already narrowed it down to the <YEAR, MAKE,MODEL> or are you looking at other models? Which ones? Have they driven those yet?
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
•SELL THE VALUE IN YOU & THE CAR BUYING EXPERIENCE:
� Is this the first time you have purchased a vehicle online/from an Internet Department?
• Explain the difference....Traditional vs. Internet
o One-point of contact o Cleaned up/Gassed Up/Pulled Up fronto Have the car warm and ready!o Paperwork completed: fax or email driver’s license, VIN, insuranceo How does that sound? Different right?
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
•REVIEW VEHICLE:
�So you are interested in a <YEAR, MAKE, MODEL>…..<#> different series…
� Open to all colors?
� Base or Luxury?
� Interior colors?
� Cloth or Leather?
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
•TRADE/FINANCE:
� Earlier you told me you were driving a <TRADE>, Will you be replacing this vehicle?
� Obtain trade vehicle information- How many miles are on your car? (Get out your trade appraisal form and complete!)
� Have you looked into financing?
� Who did you finance with?
� Online finance application – let’s get online right now! www._____com , under the finance tab…
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
SET APPOINTMENT:
1. Invite prospect in for exclusive appointment to visit the Internet department
2. Offer 2 dates and 2 times (15’s and 45’s)
3. Confirm email address. I’ll email you a confirmation
4. Explain that you will email a confirmation of their appointment along with your contact information
5. Do you know how to get here? Offer mapping door-to-door directions6. Request cell #7. Ask if they receive text messages - ok to text?8. Give prospect a visual of you preparing for their appointment 45 minutes before expected
arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior to their arrival.
9. Inform of ‘Appointment Confirmation Call’10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you
pull on the property; I will meet you at your car
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Internet Phone GuidelineGOAL: 15-20 minutes = Quality Call
SET APPOINTMENT:
6. Request cell #
7. Ask if they receive text messages - ok to text?
8. Give prospect a visual of you preparing for their appointment 45 minutes before expected arrival. Explain that you will have 1-2 selections cleaned, gassed and pulled up front prior to their arrival.
9. Inform of ‘Appointment Confirmation Call’
10. Parting Words: Crank the AC/Heat minutes before they arrive! Please call me when you pull on the property; I will meet you at your car
The Most Common Breakdowns During the initial phone call
1. Prospect takes control of the call/dictates sales process
2. Prospect is given the opportunity to ask for a price
3. Prospect is given the opportunity to ask about vehicle availability
4. Prospect feels no obligation to buy from the salesperson
5. Prospect does not see or buy the value of the salesperson
6. The prospects hesitations, fears and expectations have not been addressed and overcome
Internet Sales Innovative Ideas
Edmunds Reviews(Every Pre-Owned Vehicle)
Using Vehicle Reviews In Buying Experience
Appointment Folders:
CarFax or AutocheckService R.O. InfoEdmunds Model Year ReviewSpec’sSafety InformationConsumer Ratings/ReviewsDealership Online ReviewsPrint Out of Vehicle ListingCRM Logged Follow Up Calls/Emails
Salesperson Videos
Salesperson Emails Video Introduction (Ideally after phone contact has been made)
- Answers Prospect Questions- Humanizes The Sale- Creates Obligation- Increases Value - Increases Credibility
FLIP Videos!
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Social Media
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Social Networks
Internet Sales Reporting & Benchmarks
Benchmarks
• Number of Leads per Internet Manager: 100/per month
• Closing Ratio:
• Excellent > 15%
• Good 13-14%
• Average 10-12%
• Poor < 10%
• Average Response Time: 10 minutes or <
• Average number of phone calls per day:
• Excellent 50 >
• Good 36-49
• Average 15-35
• Poor < 15
• e-Dealer Solutions Statistics
• Lead to Appointment 25-30%
• Appointment to Show 70-80%
• Show to Sold 80-90%
• Lead to Sold 15%
• Percent Internet to Dealership Sales:
• Excellent > 25%
• Good 15-24%
• Average 10-15%
• Poor < 10%
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• Average Front End Gross Ask your e-DS Trainer (results fluctuate by brand)
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• Average Back End Gross Ask your e-DS Trainer
• (results fluctuate by brand)
• **Should track Total Gross and Per Copy
Benchmarks
Reporting:Track on a monthly basis
• Total # of Internet leads• # of Internet leads broken down by
lead source• # of sales broken down by lead
source• # of leads per Internet Manager• # of appointments set, # of show, no
show, show to close, show unsold, be-back
• # of Internet sales• Total Closing Ratio• Closing ratio by Internet Manager• Average Response Time• Response Time by Internet Manager
• Cost per lead• Cost per sale• Internet sales % to total dealership
sales • Total FEG• Total BEG• Average FEG• Average BEG by Internet Manager• Total Internet Expenses• Total Salaries/Commissions• Total Department Gross Profit• Total Department Net Profit• Total Department Net/Net Profit
