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Turbocharging Your New Car Sales
Nick Hummer• Director of New Car Strategy• Nearly10 years of online automotive
industry experience
Connect with Me: dealers.cars.com/facebook
dealers.cars.com/twitter
Nick Hummer on [email protected]
About Me
New Car Shopper Needs
Building Your
Brand
Measuring to Drive
Performance
New Car Landscape
Objectives
Sources: Reuters, NADA , J.D. Power & Associates, Polk
Pre-recession
New Car Sales on the Rise
2009
1367
2012
1408
Cars.com Internal Reporting 2012
Vehicle Make & Model Combinations on Cars.com
Shoppers Have More Choices
Brand Loyalty down 15%
3 brands in 2008
5 brands in 2011
Source: Cars.com Internal Reporting; Sources: AT Kearney 2012
They’re Less Brand-Loyal
18on average
25If younger
than 34
They Use More Sources
Source: Google
New Car Shopper Needs
Building Your
Brand
Measuring to Drive
Performance
New Car Landscape
Objectives
9
The information they want…
Delivered the way they want it…
From a dealer they can trust to deliver a great experience
New Car Shopper Needs
ResearchNew car shoppers view more pages and spend more time on site than used
car shoppers by 40%
Source: Cars.com Internal Reporting
What New Car Shoppers Want
Comparison ToolsCars.com new car shoppers cross
shop an average of 5 makes
Source: Cars.com Internal Reporting
What New Car Shoppers Want
Dealer Information80% of Cars.com new car shoppers access dealer-specific information – not just inventory.
They’re 2x as likely to filter results by Dealer Reviews
What New Car Shoppers Want
13
Your Web site
• Are you giving shoppers what they need to make a New Car Decision?
• How are you standing out from their other options?
• Are you giving them the tools they need to make an informed vehicle, brand and dealer decision?
• Nearly half of U.S. online adults follow a retailer via Facebook, Twitter or a blog
• 83% of mobile car shoppers own a smartphone, and 28% own a tablet.
• Consumers want to read as many as 10 reviews before choosing a local business
Sources: Shop.org Social Commerce Study, BrightLocal Annual Consumer Review Study, Cars.com: Mobile Web & App Usage for Automotive Shoppers, Nielsen
Today’s Shopper is SoLoMo
Reach Shoppers Where They Are
Nearly 40% of Cars.com’s total new-vehicle searches
comes from mobile devices.
Source: Cars.com Internal Reporting; Cars.com/Synovate, 2010
Wired Site Mobile Site
Provide the info mobile users want
Make sure it can be seen on all devices
Don’t forget service!
A Better Mobile Experience
Tip - Visit howtogomo.com to see how your dealership’s website looks on a mobile device
Tip: Confirm with a Quick Text
New Car Shopper Needs
Building Your
Brand
Measuring to Drive
Performance
New Car Landscape
Objectives
Building Visibility80% of new-car shoppers access dealership-specific information – not just inventory.
Building TrustCars.com users searching for a new vehicle are 7x more likely to contact a dealer with reviews.
Your Brand Matters
Brand (n. \ˈbrand\): The set of
expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
– Seth Godin, entrepreneur and
marketing guru
Do You Have a Brand Strategy?
Does Your Brand Mean Something?
“You only get one chance to make a first impression, and a shopper’s first encounter with you isn’t when they walk into your store – it’s an online review they read, a vehicle listing they clicked on or an ad they saw… Overall, we make sure our branding and promotional strategies are consistent across our advertising.
Ryan EslerGeorge Matick Chevrolet
Is Your Brand Consistent?
Other places to claim your listings: • Facebook Places
• Foursquare
• Google+
• DealerRater.com
• Angie’s List
Claim What’s Yours
Consumers who read reviews on Cars.com are more engaged: they spend twice as much time on site and view twice as many pages.2x
New-car shoppers on Cars.com who read reviews are 7x more likely to contact a dealer.7x
Source: Cars.com Internal Reporting, DriverSide/Kelton Research Study, April 2011
91% Think beyond sales – 91 percent of new-car shoppers want to read service reviews when considering a dealership.
Managing Your Reputation is Good For You!
MonitorGather feedback from all sources, Web and beyond
Share feedback with your entire dealership
Respond Reply to ALL feedback
Correct any potential issues
at the store
AskEvery team member
to deliver a great customer
experience
Every customer for their feedback
PromoteShare all reviews
with prospects and past customers
Reward your team for their progress
and success
Four Steps to Five Stars
...This is still totally a man's dealership. I HATE being called sweetie by a male or a female. When I was told how much I'd be offered for my car, it was in a very condescending tone and as if I had no idea what the value of my own car is.
…He assured me that the vehicle was right in front of him as we spoke… When I got there, no car, it was “sold this morning.” They did have a few 2011s they wanted to get me in though.
First, the salesman tried to get me to sign a blank loan form...
I would readily choose another repair facility if it were not for warranty work.
Address All Reviews
Negative Feedback Happens
Discuss with your store& answer the following questions about your process:
Who…o should monitor?
o should respond?
o can benefit?
What…o additional action should be taken?
o impact can your response make?
o improvements, if any, can you make?
How can you apply this to all areas of your business? New, Used,
Service?
Directly address customer’s concern
Take the conversation offline
Remember that your response influences current and future customers
Making Your Response Meaningful
Take it OfflineListen &
Acknowledge
Take the Conversation Offline
Dealer.com/DriverSide/Gfk: THE RISE OF LOYALTY, ADVOCACY & INFLUENCE, 2011
Reaching Shoppers with Social Media
Nearly 1 in 3 shoppers who use Facebook added a dealer to their consideration list based on info received via a social media source
6 Tips for Social Media Greatness
1. Set (realistic!) goals and develop a strategy to attain them.
2. Set guidelines for your staff. Check out www.charleneli.com
3. Have a plan to build your audience.
4. Content is king!
5. Social Media is not just about addressing Customer Service issues
Have a Social Media Action Plan
Tip: Participate in the
Conversation
New Car Shopper Needs
Building Your
Brand
Measuring to Drive
Performance
New Car Landscape
Objectives
What are your goals?
▸ Increase brand presence online?
▸ Improve your reviews ratings?
▸ Grow your social media followers?
▸ Heighten staff performance?
▸ Improve service efficiency?
Goal
Strategy
Metrics
Define Your New Car Strategy
Are You Measuring What Matters for your New Car Business?
1998
2000
2009
2008
2011
Or Is It “Business As Usual?”
37
The most important point in this deck
Selling New is different than selling Pre-Owned
• Do an audit • Marketing channels targeting new-car shoppers
• Process & training specific to new-car customers
• Begin adapting your new-car strategy and processes• Think big, but start small
• Define your new-car metrics• Set goals collaboratively (new-car sales manager, service
manager, leadership team)
• Choose to collect metrics that impact new-car performance
• Incentivize for success
Get Started Today
Questions
Thank You!