Becoming an Internet Dealership for 2013 and Beyond
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Becoming an Internet Dealership from Jim Bell at the Kain Automotive Clients and Friends Workshop in November 2012.
Becoming an Internet Dealership for 2013 and Beyond
- 1. Creating an Internet Dealership for 2013 and Beyond Jim Bell Don Ayres Honda
- 3. Used car buyers spend 60% of their shopping process online Used (18 hours shopping time) 7 hours offline 11 hours online New Car buyers (19 hours shopping time) 7.5 Hours offline 11.5 hours online 2011 Autotrader.com/R.L. Polk Automotive Influence Study
- 4. 24% of shoppers switched manufacturers based on their research 1.4 dealerships are physically visited Google & compete Buyer Flow Study
- 5. How car buyers first contacted the dealership 11% 20% Walk In Phone Email 2011 Autotrader.com/R.L. Polk Automotive Influence Study 69%
- 6. 1.1 Million leads matched to registration data 55% of those who submitted a new car lead DID buy something Of those that bought, only 10% bought at their intended dealerships Of the 90% who went elsewhere 23% bought intended make 41% switched to used 36% bought a competitive make
- 7. Lead Purchase Distribution 60 51 53 50 50 43 40 35 34 31 Intended make 30 29 Other make 22 21 Used (any) 20 18 13 10 0 0-30 31-60 61-90 91+
- 8. First 30 days 43% bought in first 30 days 35% bought another make 22% bought used Do the math.57% dont do anything the 1st 30 days.
- 10. Be Mobile By the end of 2015, 1/3 of Americans will own a tablet 20-30% of Google queries are done via mobile (phone only) 1 million Android phones activated daily! 31% of those surveyed admitted that they use their phone in the bathroom The other 69% are lying. Source Google
- 11. Be Mobile (cont) 71% of users expect a mobile site to load as fast as their desktop (within 3 seconds) 78% will try twice before giving up 57% would not recommend a business with a bad mobile site 40% turned to a competitors site after a bad mobile experience 23% have cursed at their phone when a site doesnt work. Source Google
- 12. JD Powers Key Points 59% of mobile researchers use their device at the dealership 79% of new car auto shoppers use the internet 20% of internet new car shoppers use smartphones and tablets Source: JD Powers 2012 Autoshopper Study
- 16. How do we capitalize? Become an Internet Dealership
- 17. What its not Websites Pictures Videos of cars SEO SEM
- 18. A Day in the Life of an Internet Manager
- 19. Whats the silver bullet?
- 22. Your Silver Bullet to a successful Internet Dealership
- 23. How do we do it? Get smart Be involved Get excited
- 24. Buy-in from all levels You must have management buy-in It has to be a culture at the dealership and start from the top down Salespeople have to be 100% bought in
- 25. People Evaluate your dealership What is best for us when it comes to: Structure People Process
- 26. Process Follow a process and stick with when you find it working. Dont be afraid to trial and error. Find your niche and run with it.
- 27. Be Quick! First isnt always best Make sure that you are relevant to any questions that are asked within the lead Be different than the others and stand out Video Have open ended questions Leave room for the conversation to continue Let the customer know what your next contact will be
- 28. Be Quick! (cont) Offer text Offer to Skype Offer to FaceTime Be different, STAND OUT!
- 29. How Not to do it
- 30. Email Marketing
- 31. Be a Purple Cow
- 32. How to do it Get an email from every customer that walks in the door Have a great message with a call to action Dont overdo it each month (max 2x a month) Give them a reason to call you or a strong call to action
- 33. How NOT to do it
- 34. Process Dont be a 3 day and out Make sure that you are continuing your ongoing marketing to these customers. 57% made a decision after 30 days Newsletters are a great option When doing an e-blast, have a great message and make sure its mobilized
- 35. Process (cont) Have a remarketing plan in place Dont be scared to try different things Learn from other dealers shop your competition Shop out of your area with like franchises
- 36. What is the Right Process? It is the one that works for you and your store.
- 37. Lets Get Social
- 38. Some of the best Youtube Elise Kephart Sunset Honda
- 39. Video Done Right Intro Video
- 40. Video done right Thanks!
- 41. Facebook 1 billion users 600 million access by mobile every day
- 42. Facebook breakdown 19% are in the market for a vehicle 190 million 71% are influenced by social Average of 359 friends 61 possible prospects on Facebook!
- 43. Some of the best Facebook Rick Kruger
- 44. Facebook Advertising Promotion of posts Very cost effective to reach a lot of people Will promote to all of your people that like you and all of their friends
- 47. Reputation Management 1 in 3 used car shoppers will read reviews on the shopping experience. 91% of new car shoppers will read after sale reviews. Shoppers who view a dealer review page is 4x more likely to send a lead in. 57% of used car shoppers will look at reviews while on the lot.
- 48. Reputation Management Dont put all your eggs in one basket Ask all the time (find a process and make it work) Respond to all of your reviews, good and bad
- 49. Stay Informed Get involved on the following: Kain idea exchange Drivingsales.com Dealerrefresh ADM Dealer Elite Trupro.org Facebook Groups (Carbucks)
- 50. Questions?
- 51. Contact info / Connect with Me Jim Bell jimbell1974@gmail.com Twitter: @jimbthecarguy Facebook: www.facebook.com/jimbthecarguy LinkedIn Circle me on G+ Website: www.jimbtheguy.com