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ATTRACT
INTERACT
RESPOND
SELL
SERVICE
RETAIN
ATTRACT
INTERACT
RESPOND
SELL
SERVICE
RETAIN Courtesy Chevrolet Internet Courtesy Chevrolet Internet Sales Team Sales Team 03/16/06 Weekly Strategy 03/16/06 Weekly Strategy & Tactics Meeting& Tactics Meeting
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
www.PHXChevrolet.com www.PHXChevrolet.com
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
www.Courtesy-Chevrolet-Phoenix.com www.Courtesy-Chevrolet-Phoenix.com
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
www.PHXChevrolet.com www.PHXChevrolet.com
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
www.PHXChevrolet.com
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
Response Time & ContentResponse Time & Content
How much impact does “What” an Internet Sales Specialists does have on whether or not the lead is sold?
How much are results effected by “When” you do it?
Two critical sales closing factors:
1. Timing Effects Sales Results
2. ISS Lead Response Attributes
How much impact does “What” an Internet Sales Specialists does have on whether or not the lead is sold?
How much are results effected by “When” you do it?
Two critical sales closing factors:
1. Timing Effects Sales Results
2. ISS Lead Response Attributes
A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…
A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…
Q: Why the variations?Q: Why the variations?Q: Why the variations?Q: Why the variations?
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
Top 4 Ways to Close More
Sales to Leads
Received
Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry (Lead)
Purchase Purchase RespondeRespondents* who nts* who DID NOTDID NOT
experience experience the the
attributeattribute
% of % of Purchase* Purchase* among the among the Leads who Leads who
DID DID ExperienceExperience the attributethe attribute
Statistical Statistical Correlation Correlation Factor of Factor of Response Response attribute attribute
with with Vehicle Vehicle
PurchasePurchase
#1#1 Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after sending Email w/availability & prices)(after sending Email w/availability & prices) 17%17% 27%27% 1111
#2#2 Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer 20%20% 27%27% 99
#3#3 Contact Customer more than once by Contact Customer more than once by Email Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours) 21%21% 25%25% 55
#4#4 Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the Lead Response with the Lead Response 21%21% 24%24% 33
*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data
Recent Marketing research (Q1, 2005) confirms the Lead Management Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…
Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!
Recent Marketing research (Q1, 2005) confirms the Lead Management Recent Marketing research (Q1, 2005) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…
Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
5 Lead Management Activities that Drive Lead-to-Sales conversion at 400%400% higher rate*
1. Consumer received price quote(s) by email within first 24 hours
2. Direct customer phone contact made by Salesperson within first 24 hours
3. Salesperson confirmed availability of multiple vehicles within first 24 hours
4. Salesperson showed genuine interest
5. Customer contacted more than once within first 24 hours
*Source: Morpace 24 hour survey and RDR sales Data
(new 2005 study reconfirms close ratio impact factors)
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
Lead-to-Sales Closing RateLead-to-Sales Closing RateImprovement Action ItemsImprovement Action Items
Courtesy LMP Review Survey customers who didn’t purchase Review Lead Management Tool for a
sampling of previous responses Score first personalized responses using
the eBusiness Evaluation System
Friday, April 7, 2023 © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
Sold Leads – First Response Examples
Friday, April 7, 2023 © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
Sold Leads – First Response Examples
Friday, April 7, 2023 © 2005. Courtesy Chevrolet
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
Sold Leads – First Response Examples
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
Actual Leads – First Response ExamplesPay attention to details in outbound emails before
hitting the “Send” button!!!
Pay attention to details in outbound emails before
hitting the “Send” button!!!
New Autoresponse validates customer
contact info and seeks corrections
New Autoresponse invites customer to visit
CourtesyChev.com by providing direct links to
specific sections of value
3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell) 3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell)
How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
1.1. Automated Email Reply acknowledging Automated Email Reply acknowledging receipt – Verify Customer Contact Info & ask receipt – Verify Customer Contact Info & ask for more for more
2.2. Personalized Email Personalized Email within 20 minuteswithin 20 minutes of of business day that provides price quotes on 4 business day that provides price quotes on 4 vehicles and sets stage for a follow-up vehicles and sets stage for a follow-up telephone call within 15 minutestelephone call within 15 minutes
3.3. First Phone Call to customer: verify receipt of First Phone Call to customer: verify receipt of email and schedule a demo/test drive email and schedule a demo/test drive appointmentappointment
4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone
5.5. Instruct customer to check in at reception Instruct customer to check in at reception desk, ASM reviews agenda upon customer desk, ASM reviews agenda upon customer arrival, introduces ISS who sells & delivers arrival, introduces ISS who sells & delivers the vehicle the vehicle
6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for referrals and additional business, to be referrals and additional business, to be routed to ISS who sold carrouted to ISS who sold car
Lead Management PROCESS 101Lead Management PROCESS 101
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)
2. Establish what is most important to your customer by following the Courtesy Chevrolet Internet Price-Quote Follow-up word track
3. Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation
4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location
5. Follow-up with email confirmation of appointment
6. Prepare for appointment by locating vehicle(s)and ensuring their availability for demo drive
First Call First Call AfterAfter Sending Personalized Email Sending Personalized EmailPurpose:
New Lead Phone Follow-upNew Lead Phone Follow-up
Telephone ProcessTelephone Process
• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone
• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios
Phone Follow-Up Sales Strategy (FUSS):• Focus on having a set of objectives in front of us, each time we make an email follow-up call
• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
• 85% of Web visitors who contact the dealership before coming into the showroom, use the phone
• Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios
Phone Follow-Up Sales Strategy (FUSS):• Focus on having a set of objectives in front of us, each time we make an email follow-up call
• Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
… The Bottom Line
1. Customer has spent up to 6 hours in researching a vehicle online before sending us a lead
2. Selected Courtesy Chevrolet as their dealer
3. Requested a price quote on a vehicle
They are much likely to buy from Courtesy if you…
1. Respond quickly – without “fluff and puff”
2. Confirm vehicle availability – with alternatives
3. Provide a fair price quote – multiple vehicles
4. Contact them by phone – verify receipt of email
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
Vehicle Shopper Behavioral ProfilesVehicle Shopper Behavioral Profiles¹¹
1Profile Index of 100 equates to the industry average
Internet Users(IU)
Non-InternetShoppers (NIS)
Non-InternetUsers (NIU)
Time Investors 137 37 50
Product Experts 113 76 85
Price Sensitive 112 73 91
Dealerphobes 112 89 74
EmpoweredNegotiators
100 96 103
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
New Leads / Not Yet Responded
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
Emails Received / Not Yet Responded
April 7, 2023 Copyright © 2005 Ralph Paglia – All Rights Reserved
Managing Your Assigned Leads;
Scheduled Telephone Appointments / Completed
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N © 2005. Courtesy Chevrolet
ProactiveProactive Sales Lead Sales Lead Management ResponsibilityManagement Responsibility
DormantLeads
DormantLeads
Courtesy ChevroletCourtesy ChevroletLead Management Process (LMP):
Automated Reply w/Info Validation Request
First Email w/Price Quotes on 4 Vehicles
Phone follow-up to verify receipt of email… and to get a demo/test drive appointment!
Email Confirmation when Voicemail is left
Get second email address during phone call
Outbound Follow-up Calls made by BDC
Inbound eSales Calls handled by BDC
Appointment Reception sets stage for the Sale
Lead Management Process (LMP):Automated Reply w/Info Validation Request
First Email w/Price Quotes on 4 Vehicles
Phone follow-up to verify receipt of email… and to get a demo/test drive appointment!
Email Confirmation when Voicemail is left
Get second email address during phone call
Outbound Follow-up Calls made by BDC
Inbound eSales Calls handled by BDC
Appointment Reception sets stage for the Sale
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