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Welcomes you to Digital Dealer UInUUUundertaU

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Welcomes you to Digital Dealer

UInUUUundertaU

Rob Lange

Rob LangeNational Sales Trainer Director, Kelley Blue Book

• Over 15 years retail automotive sales and sales management experience

• Joined Autobytel in January 1996 traveling nationwide to implement dealership internet departments

• Developed and presented the first Autobytel University Sales Training Program in January 1997

• Since has conducted over 200 2‐day Internet Sales Seminars as National Director of Dealer Training for Autobytel

• Joined Kelley Blue Book as National Sales Training Director in January 2008

Life Creates Car Shoppers 

The Internet Car Shopper

• Who they are, how they shop, why they buy

• Maximizing Contact, Managing the Phone Conversation, Overcoming Customer Concerns

The Targeted Customer

: someone who is most likely to respond to your message

83% of all vehicle buyers use internet in their shopping research

Source: 2007 Dealer e-Besiness Performance Study

Stretch A Net Across The Customers Buying Path

TV / Radio PrintInternet

Life Creates Car Shoppers

Varying Stages of Buying Process

As comfort level and sense of urgency increase they begin migration from

shopper to buyer

80% Active Shoppers

Job is to influence these customers

based on 3 factors

10% Information Gatherers(early stages of shopping)

10% Ready to Move Now(Looking for right combination

of acceptable terms)

1. Car

2. Features

3. Price

4. Person they like

Trust + Confidence + Value = Nothing left to object to!

Showroom Buying Process vs. Online Buying Process

Exposure Traditional

1. “Meet & Greet”

2. Fact Finding/Discovery

3. Inventory Walk

4. Product Presentation

5. Demo6. Trial Close7. Write Up8. Sale

Exposure Online

1. Your Online Positioning(3rd Party sites, your Web site)

2. Sorting of Inventory(Type of car, model, features)

3. Choice, Prices(Thumbnail photos)

4. Vehicle Photos(Sellers notes, pricing)

Biggest Obstacles to Maximizing Online Sales Results

Problem Solution

Do you recognize the need to make adjustments in the way you currently do

business?

1. Lead Generation

2. Conversion Rates

1. Be where the “targeted” customers are

2. Deliver what the customer wants

Who Are They?

Who are they - and why are they electing to do business this way?

Reason Benefit

1. Time Constraints

2. Level playing field

3. Need or desire

4. Reduce stress

5. Desire to win

3. Solves financial or personal issue

4. Less “humbling” than face to face

2. Information raises comfort level

5. Potential to come away with an even greater than expected result

1. More time efficient

If this is what they have identified as “hot buttons” it must be the

“language” in which you speak with them!

Conclusion

If car buyers have told us they want to:

• Save time• Make an educated, comfortable decision• Satisfy the problem• The easiest possible way• And leave the door open to an even greater than  expected result…

You must tailor your online solution to satisfy each concern

Why is this so Important to You?

1 Million Surveyed* 55% resulted in sale of new or used vehicle

10%Intended Dealer

90% Other Dealer

23% New Vehicle Same Brand

41% Used

Vehicle

36% New Vehicle

Different Brand

24% closed within 10 days68% closed within 90 days

*De-duped new vehicle leads**2007 Cobalt eBusiness Performance Study

Where are They?

Amount of Time Spent / Planning to Spend Shopping Online and at a Dealership

•Consumers plan to spend more time shopping than dealers think•Amount of time spent online is largest difference

Base: Consumers (n=326), Dealers (n=70)); Consumer Questions (Dealers Asked What They Think Consumers Do):

Q: Please select the statement below that best describes the total amount of time you have spent, or expect to spend shopping for your next vehicle overall.Q: Please select the statement below that best describes the total amount of time you have spent or expect to spend shopping for your next vehicle online.Q: Please select the statement below that best describes the total amount of time you have spent or expect to spend shopping for your vehicle at the dealership (all dealerships including competitive makes/models) before beginning to negotiate the deal on your vehicle.

How Much Time Do Consumers Spend/

Plan to Spend Shopping?

Total Amount of Time Spent Shopping Online

Total Amount of Time Spent Visiting Dealerships

(before negotiations)

Consumers: 16 hours

Dealers: 10 hours

Consumers: 5 hours

Dealers: 6 hours

Consumers: 11 hours

Dealers: 4 hours

Different types of Web sites are relied upon for different kinds of vehicle information

Type of Site Relied on For Vehicle Information - NVB

21%

23%

49%

73%

66%

66%

51%

17%

14%

12%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Discount Information

Find Dealer Invoice

Dealer Referral

Options/Features Info

Manufacturer Site Independent Site Dealer Site

2007 J.D. Power and Associates New Autoshopper.com Study - Based to AIUs

29%

23%

13%

12%

12%

10%

9%

8%

7%

44%kbb.com

Edmunds.com

Consumer Reports.org

Yahoo! Autos

AutoTrader.com

CarMax.com

NADA Guides.com

Cars.com

Car and Driver.com

eBay Motors.com

Source: 2007 J.D. Power New Autoshopper.com Study (NAS)

The Bottom Line: Kbb.com is the #1 Automotive

Information Web Site for New Car Shoppers

KBB, Edmunds & Consumer Reports are the top 3 independent sites among new vehicle buyers

Top 10 Independent Sites Visited by NVBs

35%

24%

22%

22%

21%

19%

19%

18%

16%

55%kbb.com

AutoTrader.com

Edmunds.com

CARFAX.com

eBay Motors

CarMax.com

NADA Guides.com

Yahoo! Autos

Cars.com

ConsumerReports.org

The Bottom Line: Kbb.com is the #1 Automotive Information Web Site for Used

Car Shoppers

Source: 2007 J.D. Power Used Autoshopper.com Study (UAS)

KBB, AutoTrader.com and Edmunds are the top 3 independent sites among used vehicle buyers

Top 10 Independent Sites Visited by UVBs

• Market research to dispel regional myth 8-Mar 8-Apr 8-May

Regional Market Visitors % Share Visitors % Share Visitors % Share

LOS ANGELES 596,708 4.10% 579,830 4.10% 581,713 4.20%

NEW YORK 454,314 3.20% 424,984 3.00% 423,696 3.00%

SAN FRANCISCO OAK SAN JOSE 260,287 1.80% 252,569 1.80% 255,652 1.80%

CHICAGO 280,670 1.90% 270,637 1.90% 266,945 1.90%

BOSTON  MANCHESTER 239,503 1.70% 233,169 1.70% 234,228 1.70%

PHILADELPHIA 239,855 1.70% 239,855 1.70% 230,555 1.70%

DALLAS FT. WORTH 204,151 1.50% 204,151 1.50% 207,771 1.50%

HOUSTON 169,452 1.20% 169,452 1.20% 175,428 1.30%

ORLANDO DAYTONA BCH MELBRN 128,184 0.90% 128,184 0.90% 128,444 0.90%

MIAMI FT. LAUDERDALE 106,673 0.80% 106,673 0.80% 105,173 0.80%

SEATTLE TACOMA 187,398 1.30% 187,398 1.30% 183,319 1.30%

MINNEAPOLIS ST PAUL 165,417 1.20% 165,417 1.20% 159,704 1.10%

KANSAS CITY 95,707 0.70% 95,707 0.70% 90,498 0.60%

NASHVILLE 95,306 0.70% 95,306 0.70% 92,879 0.70%

MEMPHIS 44,111 0.30% 44,111 0.30% 44,079 0.30%

KNOXVILLE 43,433 0.30% 43,433 0.30% 42,582 0.30%

KBB.com Visitor Location

Results show that more AIUs found the vehicle they bought over the Internet than driving by dealer lots

2007 J.D. Power and Associates New Autoshopper.com StudyBase: Total AIUs¹It is important to point out that the 37% statistic reported above is understated due to unaided recall

Top Two Methods Used That Led to Used Vehicle Purchase¹

39%

33%30% 31%

27%

19%21%

24%

29%

37%

0%

10%

20%

30%

40%

50%

2003 2004 2005 2006 2007

Drove by Dealer Lots Internet Vehicle Locator/Online Classifieds

Timeframe To Buy

Planning to purchase / lease a new vehicleYes, 73% No, 27%

20%

17%

27%

24%

12%

Longer than 6Months

In the next 4-6months

In the next 2-3months

In the next month

In the next week

63%

Shoppers Are Most Likely to Buy….

Source: Kelley Blue book Market Research (2007)

What Do They Want?

New Car Marketing - Photos

38% 35%27% 22%

74%66% 61%

53%

0%

20%

40%

60%

80%

100%

Go to thedealership

Call or email thedealership

Submit a pricequote to localdealerships

Purchase thevehicle

Top Box: % Much More Likely Top 2 Box: % Much/Somewhat More Likely

EFFECT ON LIKELIHOOD TO DO ACTIVITIES

Q: If you were able to view a picture of an actual vehicle that is currently available at a dealership (not stock pictures that manufacturers provide), what effect would it have on your likelihood to do each of the following activities?

74% of consumers are more likely to visit a dealership if they are able to view a picture of an actual new vehicle that is currently available at a dealership.

53% are more likely to purchase the vehicle if an actual new picture is available.

Selling the Online CustomerImplementing an Effective Sales ProcessManaging the ConversationWord Tracks That SellOvercoming Customer Concerns

PhoneCall

Current Sales Process

PhoneCall

NewLead Email

EmailNext Lead

The Effective Sales Process

1st

Email or

Auto-response

NewLead 3

rdEmail

Voicemail

PhoneCall2

ndEmail

Contact

“Separating Yourself From the

Competition”

Start Day 2

4th

Email

2nd

Phone

3rd

Phone

5th

Email

4th

Phone

Broadcast Email

Sold Customer Broadcast

Set Appt

Appt.

Thank you Confirm

Sale

Manage Conversation

BroadcastEmail

Follow-upCall

“Missed Something”

Email

Not Sold

Establishing a Process 

You1. Work together one

on one

2. Specialize in online customers

3. Available by cell for questions

4.

5.

The Car1. #1 model in class

2. Fuel economy / safety features

3. High trade-in value

4.

5.

Your Dealership1. Family owned for

35 years

2. High volume / low prices

3. Free 1st oil change

4. Extended service hours

5.

Your Value Proposition

Effective Email Templates

1st Email – Auto Response (send immediately upon receiving lead)

Subject line: Make, Model of Desired Vehicle

Dear Tom,

Good day and welcome to your car buying solution!

My name is Steve Smith, Internet Director here at Kelley Blue Book Motors. I’ve received your request for information on our 2007 Ford Mustang and will work to provide you detailed and accurate information. While I do that I’d like to share a few reasons why so many others have chosen our services and why I hope you will too.

At Kelley Blue Book Motors our philosophy is direct and to the point:

To provide the absolute best buying experience and strive to ensure your satisfaction throughout your ownership of this and all future purchases.

To accomplish this for you as we have so many others:

-you and I will work together from start to finish-should you decide to move forward most of the paperwork can be taken care of via phone, fax or email -our specially trained finance department can assist with all of your financing questions and needs

Tom, as the leading pre-owned salesperson at Kelly Blue Book Motors for the last 3 years I am ready to help you in any way.

You can expect detailed information and a price quote from me within 4 hours, or if after business hours, by tomorrow morning. Should you need to speak with me before that please contact directly at 949-555-1212. I’ll be happy to provide you a walking verbal tour of the 2007 Mustang.

I look forward to making this the most enjoyable car purchasing experience you’ve ever had

Thank you,

Steve SmithKelley Blue Book Motors195 Technology Drive, Irvine, CADirect [email protected]

Your trusted source for over 80 years!

2nd Email – Question Answer (5-15 minutes after 1st email)

Subject line: Your name, need you for a Moment

Dear Tom,

I’m preparing the information you requested on the 2007 Mustang. I do have a couple of questions that would help me provide you detailed and accurate information.

“What specific questions do you have about the 2007 Mustang overall?”

“What was it about this particular Mustang that caught your attention?(I’d like to provide you detailed information specific to your interests)

If I don’t hear from you soon that’s OK. I understand you’re busy. I’ll still provide the quote within our 4 hour time commitment.

Tom, working together we’ll make this the easiest car purchase your ever enjoyed. I hope you’ve found the car you want or need, my job is to get it to you in the easiest way possible. Should you need to speak with me prior to receiving my email I can be reached directly at 949-555-1212.

Thank you,

Steve SmithKelley Blue Book Motors195 Technology Drive, Irvine, CADirect [email protected]

Your trusted source for over 80 years!

3rd Email – Price Quote 

Dear Tom,

Thank you again for your interest on our 2007 Mustang. Working together we’ll deliver to you a great buying experience. Here is the information you requested:

This Mustang is in absolutely new car condition. Other than the fact that it does have a few miles you wouldn’t know the difference. This a a great opportunity to save thousands from what a new Mustang would cost. Your 100% parts and labor factory warranty will remain for an additional 2 years or 14,000 miles and can be extended. You can be driving today and enjoying this weekend in the sun! If you want it, we’ll make it happen though many choices in flexible financing terms

Your trusted source for over 80 years!

3rd Email – Price Quote, cont’d 

2007 Mustang Convertible

Kelley Blue Book Value $20,010

Reduced Internet Price $19,115.00Body Style Convertible

Mileage 22,491Exterior Color SilverInterior Color GraphiteEngine 6 Cylinder GasolineTransmission AutomaticDrive Type 2 wheel drive – rearFuel Type GasolineDoors Two DoorStock No. 36014VIN 1ZVFT84N975280582

Specific information about this car. AT Car ID: AT-E343866

Seller's CommentsAir Conditioning, Power Steering, Power Windows, Power Door Locks, Tilt Wheel, Cruise Control, AM/FM Stereo, MP3 (Single CD),Dual Front Air Bags, Alloy Wheels Disclaimer2.9% APR available on select CERTIFIED PRE-OWNED Vehicles! IMMEDIATE CA$H!!!! for your Car, Truck or Van!! Any make or model. We NEED them NOW! Call(888)555-1212 ext. 252 For more information, check our website out at www.kelleybluebookmotors .com We also have the best selection of Saleen Vehicles in Orange County.

3rd Email – Price Quote, cont’d 

Tom, I did want you to know that we have comparable vehicles if you feel you need other options

Just a sample:

This one Tom will certainly get the job done in a great way and will save you some money. Bottom line is I know you and I working together can get you into the right car at the right price and make your day! If for whatever reason you don’t see exactly whatyou’re looking for please let me know. We work with other resources and have the ability to get you exactly what you want usually within 24-72 hours . I’m here to help.

Seller's CommentsAir Conditioning, Power Steering, Power Windows, Power Door Locks, Tilt Wheel, Cruise Control, AM/FM Stereo, MP3 (Multi CD), Premium Sound, Dual Front Air Bags, ABS (4-Wheel), Leather, Power Seat, Rear Spoiler, Alloy Wheels Disclaimer2.9% APR available on select CERTIFIED PRE-OWNED Vehicles! IMMEDIATE CA$H!!!! for your Car, Truck or Van!! Any make or model. WeNEED them NOW! Call(888)5555-1212 ext. 252 For more information, check our website out at www.kbb.com. We also have the best selection of Saleen Vehicles in Orange County

Tom, it’s important that I know this information has made it’s way to you so I’ll follow up by phone to make sure and to answer any questions you may have. In the meantime please call me directly should you have any questions. My Cell is 949-555-1212.I look forward to serving you as another happy customer and a future referral!

Steve

Steve SmithKelley Blue Book Motors195 Technology Drive, Irvine, CADirect [email protected]

Preparing for the Phone Conversation

Establishing Voice Contact

By now, you may have established a positive relationship through email.  The phone call should be an extension of an already established relationship.

Key factors to maximizing phone results:

•Enthusiasm – excited for the opportunity to serve them•Voice and Tone – “It’s not just what you say, it’s how you say it.”•Emphasis and Volume – Be prepared and confident•No Car Talk – Speak to the level of customer

Effective Voicemail

The Most Overlooked Aspect of Sales1st interaction with customer – create a positive 1st impression

Goal is to get your phone call returned!

Less than 30 secondsIdentify name and company clearlyPlease check email immediatelyState benefit of doing business with youRepeat phone number twice, slowlyAlways end message with the customers name

Voicemail Example 

Hello__________,

_________, my name is ___________with Kelley Blue Book Motors. You requested information on a ________ and I did forward it to you via e-mail. I’m following up to make sure you received the information and to be available should you have any questions. I was hoping for an opportunity to speak with you. You see I not only specialize in working with Internet customers but also with _________. When I saw what you were looking to accomplish I thought we‘d be a great fit and this would quickly be behind you.

As a matter of fact I recently assisted 3 others with this your (model requested) and they were amazed at the results. They were a bit disappointed with what others were able to do for them to that point and were pleasantly surprised how we were able to help them get the right car at the right price and made it seem so easy.

If I could ask you to please pick up the phone and return my call I’ll share how we can do the same for you. My direct line is _______and my cell phone is _________.

Anyway, I’ll try back a bit later so I can answer your questions but in the meantime, I ask that you please read my e-mails, and when you do please give me a call right away. Working together, I’m sure this will be the easiest car purchase you’ve ever enjoyed. Again_____, my name is_______ with Kelley Blue Book Motors. My direct number is _______and I hope to hear from you soon. With a short time on the phone this will all be behind you!

I look forward to working with you ______!

4th Email – No Contact 

Dear Tom,

Sorry to say I missed you when I attempted to reach you earlier. I wanted to confirm that you received the information I forwarded via email on the (make, model) you requested.

If you would, please read my emails and respond with any questions you may have. It’s my pleasure to work with informed customers like yourself who appreciate no nonsense, upfront communication. Working together, we can make this the easiest vehicle purchase you’ve ever enjoyed.

Regards,

Steve SmithKelley Blue Book Motors195 Technology Drive, Irvine, CADirect [email protected]

Your trusted source for over 80 years!

(send after leaving voicemail or no answer)

Subject line: Make, Model from (your name)

Managing the Phone Conversation to Set More

Appointments

Managing the Phone Conversation1. Salespeople who are the most intrusive make the most 

money. 2. Get information before you give it…it’s that simple.3. Selling isn’t convincing anyone of anything – it’s 

helping  people get what they want or need.4. It’s time to take the “kid gloves” off – customers 

speaking with you are still looking for a solution provider. Obviously no one has asked the right questions to identify the customer’s true buying motivations.

5. Be unique. If everything you say is the same as the last salesperson the customer has no choice but to default to price.

Managing the Phone Conversation5 Keys to effective Phone Calls1. Warm, enthusiastic greeting‐ “Take the Curse “ off the call‐ Gain permission to proceed OR set a specific appt. to speak 

2. Discovery – “Seek to Understand”­ clarify information provided to you ­ establish “wants and needs” of your customer­ provide trade options  ( if necessary )

3. Review and summarize the conversation­ confirm you and the customer are on the “same channel”

4. Provide Broad,  solution based information ­ Use a “Demonstration of Competence” to provide reasons to entice customer to visit the dealership.

5. Move to set a specific appt for dealership visit ­ “ I have an opening either later today or tomorrow. What works better for you”?

Questions ?