Anda di halaman 1dari 196

Internet Sales Solution

Featuring:

RTS SWAT Team


(Special Web Actions & Tactics)

By The End Of This Session, You Will Be


Able To:

Create More Opportunities to do Business More


Leads.

Create More Appointments that Show Up.

Convert More Shows into Sales.

Make More Money $$$.

The RTS SWAT Team


Jerry Borman
Debi Bruckwalski
Ralph Paglia
Bill Cress

Day 1
2003 ISS SWAT Dealer Program
How Can Buyers Shop Online
Generating Traffic
Interactive Website

Day 2
Handling Incoming Leads
Creating Appointments That Show
Customer in the Showroom
Class Survey Online:
www.PagliaMotors.com

For Everyones Benefit


Please Silence Your Mobile Phones.
Breaks Are 15 Minutes, And Lunch Is 45
Minutes.
Please Return To The Class Promptly At The End
Of Each Break or Lunch.
If You Return After The Time Limit, You Must
Entertain Us With A Song Or Joke.
Restrooms and Break Area.

Action Plan

Who Are You?


Name
Dealership
Position
Cyber Savvy Meter 1-5

2003 RTS SWAT Dealer Program !


Monthly Core Program
Email Process FollowThrough
Percent Points
76%+ 3
51%-75% 2
30%-50% 1
Lead Response
Time
Points
1 hour or less
3
1.1 hours-2 hours 2
2.1 hours-4 hours 1

2003 SWAT Program Incentives !


Monthly Core Program Pulls
Points
6
3-5
2

Pulls
3
2
1

2003 SWAT Dealer Program !


Monthly Bonus Program
Service/Parts Inquiries: 75% responses under 4 hr
Site Grade: 7+ out of 10.

1 Point

1 Point

Lead Management Tool: High usage SalesPoint. 1 Point


Web Site: High usage of DealerConnection.
Email Collection: 30% of RDR

1 Point

1 Point

Virtual Field Input (Retail Radar): Dealer feedback

1 Point

2003 SWAT Dealer Program !


Monthly Bonus Program
Monthly Bonus Program Pulls
PointsPulls
4-6
2
2-3
1
Year End Bonus Program
Attend Training + Qualify Core Program
=
1 Pull Check!

2003 SWAT Dealer Program !


Tracking eCertified Qualifications
10105 Toyota Mall of Georgia
December December YTD Requirement

Category
Emails Collected
Point change over prior month

10.7%
-6.6

21.8%
-0.9

25%
5%

Lead Response

50.0%

18.8%

75%

10

10

7+

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

(2 hours or less)

Site Grade
Customized Homepage Text Message
(Customized text to promote individuality.)

Customized More About Us/Dealer Awards/Calendar


(Provides overview of dealership, philosophy, awards, etc.)

Customized map
(Clear and concise directions to dealership.)

Staff Photos / Positions


(Identify contact personnel in key department positions.)

New Vehicle Inventory


(Data display of new vehicle inventory.)

New Vehicle Photos


(Participation of FP5 provides automatic qualification.)

Used Vehicle Inventory


(Data display of used vehicle inventory.)

Used Vehicle Photos


(Photos available on majority of used vehicles.)

Certified Designation
(Utilization of the Toyota Certified logo.)

Virtual Pooling
(Consumer's ability to view your dealership's pipeline

Sales Reporting
(Internet sales reported to S.E.T. monthly by the 5th.)

You qualify for 0 pulls this month.

Yes

2003 SWAT Dealer Program !


Tracking eCertified Qualifications

2003 SWAT Dealer Program !


SWAT Qualifications
eCertified Toyota Dealer Tracker
December, 2002
10105 Toyota Mall of Georgia
December December YTD Requirement

Category
Emails Collected
Point change over prior month

10.7%
-6.6

21.8%
-0.9

25%
5%

Lead Response

50.0%

18.8%

75%

10

7+

(2 hours or less)

Site Grade
Dealership
Dealer
(View
Detail)
Customized
Homepage Code
Text Message

District

10

City

Yes

Yes

Yes

Yes

State

Date Sent

Score

FL

1/3/03
11:06:55 AM

FL

1/14/03
11:59:19 AM

(Customized text to promote individuality.)

Customized More About Us/Dealer Awards/Calendar


(Provides overview of dealership, philosophy, awards, etc.)

ToyotaCustomized
Dealermap

09999

01

Yes

Dearfield
Yes

(Clear and concise directions to dealership.)

Staff Photos / Positions

Yes

Yes

(Identify contact personnel in key department positions.)

New Vehicle Inventory

Toyota Dealer

09999

(Data display of new vehicle inventory.)

New Vehicle Photos

01

Yes

Yes

Dearfield

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

Yes

(Participation of FP5 provides automatic qualification.)

Used Vehicle Inventory


(Data display of used vehicle inventory.)

Used Vehicle Photos


(Photos available on majority of used vehicles.)

Certified Designation
(Utilization of the Toyota Certified logo.)

Virtual Pooling
(Consumer's ability to view your dealership's pipeline

Sales Reporting
(Internet sales reported to S.E.T. monthly by the 5th.)

You qualify for 0 pulls this month.

Yes

2003 SWAT Dealer Program !


Congratulations to the 2002 SWAT
Platinum Dealers:

Platinum Status
Delray Toyota
Patterson Toyota

Toyota of Orlando
Stone Mountain Toyota

Stewart Toyota of North Palm Beach

The Car Shopping


Experience

How Customers Shop On-line

Manufacturer Sites

Information Sites

Dealer Website

3rd Party Buying Services

Manufacturer Sites
www.Ford.com
www.Toyota.com
www.Honda.com
www.NissanUSA.com

Manufacturers Site

Go to www.Toyota.com.
Find the 360 tour of the 2003 4Runner.
Find the price and incentives of the 2003
4Runner.
1. How easy is this site to use on a scale of 1 to 10?
2. What do you like about Toyota.com?
3. What would you improve?

Information Services
Kelly Blue Book.com

Edmunds.com

Information Services
Find the trade in value of a 2000 Ford Explorer utility 4dr V6
SOHC, AT, 4WD, 36000 mi. Equipment: XLT, AC, power
steering, power windows, power locks, tilt, cruise control,
am/fm/cassette, power seat, roof rack, privacy glass,
running boards, alloy wheels, oversize off road tires. Use
zip code 19096.
$ __________

$ __________

Trade Value

Retail

Find the M.S.R.P. and Invoice value for a New 2003.


$ __________
M.S.R.P.

Invoice

$ __________

Information Services
Virtual Walk Around
Help Me option

Information Services
Virtual Walk Around
Help Me option

Information Services
Kelly Blue Book.com

$60 Million Site, 6.5 Million Visits Per Month.


Embrace The Information, Dont Disgrace It!
Virtual Walk Around Help Me.
Edmunds.com

4.3 Million Visits Per Month.


Shows Invoice That May Or May Not Be Correct.
Shopper Is More Likely To Believe 3rd Party.

3rd Party Buying Services


MSN Autos (formerly Carpoint)
Autobytel
Cars Direct
Cars.com
AutoAdvantage
AutoWeb

MSN Autos

Go to http://autos.msn.com.
Think Like a Customer, and go through the process
to purchase a 2003 Toyota Camry LE 4 cylinder.

1. As a shopper, what would you like about this site?


2. How ready are you to come to the dealership?
3. What would frustrate you about this site?

What Do These Sites Not Tell


Me?
What Is Available For Me To Buy Today!
Who Am I Working With!

The Dealer Website


Informational

Conversational

Transactional

The Dealer Website


Go To Your Dealer Website
Go To Each Department Page.
Go To New Car Specials.
Go To New, Inventory, and
Pick Out a 2003 Model.
1. Easy to use? Fast, Easy, Simple, My
Way?
2. What do you like about your site?
3. What would you improve?
4. How are you going to improve it?

The Dealer Website


Buyatoyota.com

The Dealer Website


7 Things That A Dealer Website Needs:
1.

Inventory

2.

Pricing

3.

Trade Evaluation

4.

Specials

5.

Invoice

6.

Used Car Photos & Descriptions

7.

Calls To Action

The Dealer Website


Its Another Means Of Communicating With Your Shoppers!
The Click Experience Has To Exceed The Brick Experience.
Find Serve Keep!

Its About Them!

It Has to Help Them Buy A Car! Its All About The Customer!

Its All About THEM!


3 Reasons They Come In:

They Like Your Dealership


They Want a Car
They Want to See What You Have to Offer Them
Keyboard To Keyboard => Phone To Phone => Face To Face

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

The Modern Customer

There Are 3 Types of Internet


Shopper:
Weekender
Angler

Pro

Weekender
Access to the Internet at
home or at work
Surf the Internet, and use it
for shopping research
Unwilling to send personal
information over the
internet
60% of American Car Buyers

Angler
Access to the Internet at
home and at work
Surfs the Internet, and
uses it for research
Will send a lead and/or
call
Will not complete the
purchase over the internet
22% of Car Buyers

Pro
Access to the Internet with
multiple tools
Prefer to surf the Internet
to shop
Will send a lead and/or call
Prefers to complete as
much of the purchase as
possible over the internet
8% of Car Buyers

Today, All Shoppers Go Fishing!

Today, All Shoppers Go Fishing!

Do we need a strategy for all 3 types of


shoppers using the Internet?

Weekender

Angler

Pro

Expectation Gap
Net Buyers
CSI is 12
to 19pts
Lower!

Questions They Used To Ask:

Is the car front wheel drive or rear wheel drive?


What colors are available?
What kind of engine does it have?
Does it come with a full size spare?
Can I get a CD player with the car?

Questions They NOW Ask:

Do you still have the Tundra SR5 in a V6?


How does your ABS compare to the Honda Oddity?
How soon can you get one in Imperial Jade Mica?
How long will it take you to install that $298 underthe-rail bedliner?

Questions They Will Always


Ask:
What is your best price?
What will you give me for my trade?
Can I just get your numbers so I can think
about it?

How Do We Respond?
The more time the shopper spends with the Internet Sales Consultant,
the more obligated they feel to buy!
1. No Problem! So we can help you
get the information you need, may I
ask you a few quick questions?
2. At ABC Motors, we use a fair price
philosophy to determine the selling
price of ours, and the trade value of
yours. Lets find exactly what you
need, and I will get you the correct
numbers. Sound fair?
3. Give a price.

Step 1 In teams of 4, list all of the challenges


of dealing with the modern customer.
Step 2 Exchange Lists with another team.
Step 3 Brainstorm solutions for another
teams list of challenges.

1. What are your current best


practices?
2. What did you learn that will
provide solutions to these
challenges in the future?

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Internet Sales Solution


Workshop
Lunch
Be Back in 45 Minutes!

Generating Leads

Traffic
eMail Campaigns

Traffic
Driving Traffic to your

site
Website Marketing Strategy
Web Brand Management
Registering URLs

Website Marketing
Strategy

Web Brand Management


Strategy

Web Brand Management


Strategy

Web Brand Management


Strategy
The Harvest Is Great, But The Workers Are Few
June 2001 Nielsen Survey
189 Million Internet Users.
Average Internet User:
21 Sites Visited Per Day.
32 Sessions Per Day.
35 Page Views Per Session.
1120 Pages Viewed Per
Day.
16:29 Hours Per Month
Spent Surfing the Net.

Web Brand Management


Strategy

Registering URLs

Whats Your Location on the Internet?

Registering URLs

Misspellings
Individual Franchises
Other Variations of the Dealership Name

Registering URLs

Visit www.verisign.com
Make sure the dealership is

Registrant, Administrator, Billing


and Technical Contact.
Buy the Web Forwarding Feature

Registering URLs
An Actual Nightmare.

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

eMail Campaigns
SalesPoint 6.0 Improvements
Sending eMail Campaigns
eMail Collection for RDR and
DMS

SalesPoint
6.0
Improvemen
ts

Work Flow
Enhanced Reports
Phone Scripts

Sending eMail Campaigns

In-Active Contact List SalesPoint 6.0


Ford Supplied: Owners Only, Auto Shows, Hot
Leads
New Product Launches

Sending eMail Campaigns

Lets Send a Campaign Right NOW ! ! !


Log on to SalesPoint.DealerConnection.com
Go to the In-Process Prospects
Click on Contacts Inactive for 7 or more days.
Send the Are You Still Interested Template.
Check These 1st Thing in The Morning.

eMail Collection on RDR


How eMails can be Used By Your Dealership
How To Get an eMail Address Every Time!

eMail Collection on RDR


How eMails can be Used By Your Dealership

Ford Sponsored eMail Campaigns


Owners Only Customer Page
MRP
TQP

eMail Collection on RDR


Email Collected verse RDR

50.0

42.5

% of Emails

40.0
30.1

30.0
20.0
10.0

8.0

0.0
Jan-02

Jul-02

Jan 03

eMail Collection on RDR


SET Sponsored eMail Campaigns

eMail Collection on RDR

eMail Collection on RDR

eMail Collection on RDR

eMail Collection on RDR


Owners Only Page

eMail Collection on RDR


Owners Only Page
1. Review the recommended maintenance intervals
2. Receive Maintenance Reminders
3. Schedule maintenance at your dealership
4. View and print money-saving coupons for parts and service
5. View their Toyota service history
6. Order Toyota parts and apparel
7. View payment information, history and make on-line payments
(if financed through SETF)
And so much more!

eMail Collection on RDR


TQE and MRP Programs
Looks to see if an eMail address is present.
Correspondence is sent via eMail.
If eMail is invalid, then postal mail is sent.

How To Collect An
eMail Address Every
Ask.
Time
Tell Them How It Will Be
Used.
Offer To Set One Up And
Teach Them How To Use
It.

How To Collect An eMail Address Every


Time
Benefits of Giving Your eMail Address:
1. Toyota will send correspondence via eMail, reducing the
amount of paper mail.
2. Can set up your very own Customer Page at
Buyatoyota.com.
3. Review recommended maintenance intervals.
4. Receive maintenance reminders.
5. View and print money saving coupons for parts and
service.
6. View your vehicle's service history.
7. View payment information if financed through SETF.

How To Collect An eMail Address Every


Time
Script:
As you are completing the buyer's order, ask

"What is your eMail address?"


If the buyer replies with the obligatory 'I don't have
one', then reply,

"Would you like for me to set one up for you and teach
you how to use it?"
One of 2 things will happen at this point: the
customer will say "sure", or the customer will say "I
have one, I just don't want to give it to you." Then
you can sell the benefits of giving the eMail address.
Assume the close by asking,

What eMail address would you like for me to use?

When You Put It All


Together
Leads For Atlanta Area Dealers as of January 15,
2003:

Dealer 1

74

Dealer 2

147

Dealer 3

171

Dealer 4

203

Dealer 5

417

Dealer 6

577

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Leads Management
Services

Customer
sends price
request

Customer
receives
itemized price
quote with
dealer contact
in less than 2
hours.

How Does It Work?


AutoILM gets request

AutoILM builds vehicle


as specified on the
request, adds dealer
mark up and
simultaneously sends
price quote to the
dealer and customer.

Dealership gets
request

Dealership
receives a
copy of the
AutoILM
price quote
and makes
follow up call
to customer.

Performance (AutoILM dealers in Blue)

For more information


contact:

Tom Birchett at 404-229-2432


Tom.Birchett@setoyota.com

Keith Platt at 954-675-9936


Keith.Platt@setoyota.com

SCION

SCION
Southeast Toyota
Dealer Presentations
begin the week of
April 14, 2003.
SCIONs Will Be
Available in the
Southeast in June
2004.

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Internet Selling Solution


Training IV
That Concludes Day 1.
Well See You Tomorrow at
9:00 am Sharp!

Interactive Website

SET On-line Training Modules


Pitstop
Website Pricing Manager
Measuring Results

New! SET On-line


Training

New! SET On-line


Training
Currently Available:
AutoILM Tutorial
SET CarClient Tutorial
ISS Training Manuals
Pitstop Web Mgr Tutorial
Web Pricing Tutorial

Pop-up Specials
Guidelines
Holiday Templates
Web Wizard 2.0
Specials 3.0

Pop-up Specials Guidelines


1. Only 1 window should pop over the actual website.
2. Another may pop underneath the website.
Remember to Think Like a Customer!
3. Examples of Dealers That Utilize Effective Pop-ups:

Koons Auto Group


Thomason Automotive
Stone Mountain Toyota
SET Global

Holiday
Templates
Scheme Color variations 4
12.
Select Holiday by Changing
Scheme Color.
Scheme Has To Be Changed to
Non-Holiday Color Manually.

Web Wizard
2.0

Web Wizard
2.0

Web Wizard
2.0

3 Easy Steps:
1. Article Configuration.
2. Page Configuration.
3. Host on Dealer Website Using Wildcard
Links.

Web Wizard
2.0

Follow the Instructions on page 90-92 in your manual to create this


new page New 4Runner Webpage.
Using New Car Wildcard #5, host the new page on your site.

Specials 3.0

Specials 3.0

Log into Pitstop


Select Specials 3.0
Set up some Generic Specials using the new format.

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Website Pricing Manager

New Vehicle Pricing Matrix


New Vehicle Specials Hot On The Lot
Access Through SET Dealer Daily 3.0
How To Establish Your Pricing

Website Pricing Manager


Suggested Guidelines For Establishing New Vehicle Pricing:
Establish % margins. Helps to keep profit.

Organize by model line with payment information for both.


Post prices for your entire inventory.
Stay consistent with print advertising.
Comply with the laws of your state.
Make your pricing accessible to everyone on the team.
Review weekly and revise as often as the market demands.

A Word about Used Pricing

Pitstop Internet Control Panel


Polled from DMS
Sent from 3rd Party Used Vehicle Service
(Dealer Specialties)

A Word about Used Pricing

Suggested Guidelines:
Post your entire inventory.
Keep your pricing consistent with print.
Update specials weekly.
Make pricing accessible to your team.
Consider comparing your prices to the information site
customers recognize and trust such as KBB.
Comply with the laws of your state.

Measuring Results

Tools For Measuring Results


Measuring 3rd Party Provider
Effectiveness
Accountability

Measuring Results

Part Time Effort = Part Time Results

Measuring Results

Measuring
Results
Its All About THEM.
Dealer Website

Sold Delivery

TLC - Think Like @ Customer!

Appointment

Lead
Conversation

Measuring Results
Unique Visitors
Leads

Dealer Website

Lead

Appointments
Appointment

Conversation

Appointments Shown
Sales

Sold Delivery

Measuring Results
Tool: SET Dealer Daily 3.0

Measuring Results
Tool:
General Statistics
Hits
Successful Hits For Entire Site
Average Hits Per Day
Home Page Hits
Pages
Page Views (Impressions)
Average Per Day
Dynamic Pages and Forms Views
Document Views
Visits
Visits
Average Per Day
Average Visit Length
International Visits
Visits of Unknown Origin
Visits From Your Country: United States (US)
Visitors
Unique Visitors
Visitors Who Visited Once
Visitors Who Visited More Than Once

376,488
13,446
5,662
264,240
9,437
197,486
66,754
7,853
280
00:05:38
0.32%
18.69%
80.99%

4,761
3,783
978

Measuring Results
Tool: Ad Source By Contact

Measuring Results
Compare last month's web stats to this month's stats:
Last Month

Current Month

Next Month!

# UniqueVisitors

__________

__________

___________

# Leads

__________

__________

___________

% Leads/UV*

__________

__________

___________

# Sales

__________

__________

___________

% Sales/Leads

__________

__________

___________

Avg. Visit Length

__________

__________

___________

*Traffic Conversion Ratio

Measuring Results
Measuring 3rd Party Provider
Effectiveness
1. What are the
advantages of 3rd party
providers?
2. What are the
disadvantages?
3. How do we pick 3rd
party lead providers?

Measuring Results
Measuring 3rd Party Provider
Effectiveness
Cost per Lead $________
X

# of Leads________

Total Cost $________

# Sales________

= Cost per Sale $________

1. Is the cost per sale providing a


profitable return?
2. How does the cost compare to
leads from your dealer website?

Measuring Results
Accountability
Designated vs. Dedicated
Who Is Responsible For Keeping the Site Interactive and Up
To Date?
1.
2.
3.
4.
5.

Customized Homepage Message


Dealer Awards
Customized "About Us"
Customized Map
Staff Photos and Positions

6. New Vehicle Inventory


7. New Vehicle Photos
8. Used Vehicle Inventory
9. Used Vehicle Photos
10. Certified Designation

Measuring Results
Accountability (Self)
Keep the Score Daily.
Review the Score Weekly.
Celebrate the Score
Monthly $$$$$$.

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Internet Selling Solution


Training IV
Lunch
Be Back in 45 Minutes!

Creating Appointments
That Show Up

Instant Auto-Response
Personalized eMail Response
Phone Call To Set
Appointment
Appointment Confirmation
Appointment No Show Follow
Up

The Internet Selling Process


Its All About THEM.
Dealer Website

TLC2

Sold Delivery

Think Like @ Customer!

Appointment

Lead
Conversation

The Internet Selling and Keeping


Process

The Internet Selling and Keeping


Process
3 Keys:
Speed

Selling Appts.

Follow Up

Shopper
ShopperSends
Sends
aaLead
Lead

Instant
Instant
Auto-response
Auto-response

Personalized
Personalized
Email
Email
Response
Response

Phone
PhoneCall
Calltoto
Set
SetAppointment
Appointment

No
NoAppointment
Appointment
Made
Made

Follow
FollowUp
Up
Phone
Call
Phone Call

Follow
FollowUp
Up
eMail
eMail

Appointment
Appointment
Made
Madefor
for
In-dealership
In-dealership
Visit
Visit

Appointment
Appointment
Confirmation
Confirmation

Appt.
Appt.No
NoShow
Show
Follow
Up
Follow Up

Coordinate
CoordinateWith
With
Management
Management

Appointment
Board

Instant Auto-Response
Purpose:
Lets the shopper know that their
request was received by the
dealership.

Key Elements:

1. Thank shopper for inquiry.


2. Acknowledge request for information.
3. Assure them a response within 2 hours, or
the next business day if closed.
4. Give phone number for interim.
5. Brief Overview of Internet Buying Process
and benefits.
6. Keep it brief.

Instant Auto-Response
Example:
Thank you for contacting Southeast Toyota. Our Internet Department will
be contacting you during the next 2 hours of the current business day.
It is our mission to answer all of your questions promptly and completely.
Because any information sent is both important and time critical, we
will be
sending you a personalized email and following up with a phone call to
make sure all your questions have been answered to your satisfaction.
In the meantime, feel free to call at 954-418-5123 with any questions or
comments you might have. You can also browse our entire inventory
online at www.SoutheastToyota.com which is updated nightly from our
in-house computer system.
We are looking forward to being your single best choice for all automotive
needs and earning your business every day.
Sincerely,
Rusty Foster
Internet Sales Specialist
954-418-5123

Personalized eMail Response


Purpose:
To cause the shopper to have a conversation
with the sender either by phone or by eMail.

Personalized eMail Response


Key Elements:
1. Thank shopper again for
inquiry.
2. Restate shopper request
and give information.
3. Give additional information,
options and alternatives.
4. Emphasize unique features
of dealership.
5. Explore needs.
6. Create desire for phone
dialogue.
7. Use like me messages to
begin building a
relationship.
8. Include all of your contact
information, starting with
your direct line in the
header!

Personalized eMail Response


Examples:

From: <broke@notserious.com>
To: <perryman64@yahoo.com>
Subject: RE: Re: NOT SERIOUS TOYOTA HAS BIG SALE
Date: Tue, 10 Dec 2002 14:50:20 -0600

Hi, Perry,
I'll be glad to email you a price on the vehicle once you have
decided on what you're looking for.
Broke

-Original Message:

Phone Call To Set Appointment


Purpose:
1. Build a relationship by
creating report using like me
messages.
2. Pre-qualify your Customer.
Plan.
3. Schedule an appointment for
a vehicle presentation at the
dealership or other location.

Phone Call To Set Appointment


Key Elements:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Introduce yourself.
Acknowledge customers request.
Discuss current vehicle (trade).
Explore alternatives (SSL).
Determine shoppers timeline of purchase.
Set the appointment.
Set the stage for the visit.
Validate the appointment
If no appointment, set the stage for
following up.

Phone Call To Set Appointment


Active Listening Skills LAER

Phone Call To Set Appointment


Listen
Tune the customer in and tune the
world out.
Be interesting by being interested.
Acknowledge
Restate in your own words what the
customer is looking for.
That makes sense. So what youre
saying is . . .
That is an interesting point.
Always maintain good eye contact and
sit forward.

Explore
Would you consider a similar vehicle
with similar equipment or should we
rule that out?
Can you tell me more about that?
I want to understand, but I need some
more help.
What do you mean by . . .

Respond
Provide answers to the customers questions / objections with recommendations.
1. Offer alternatives.
2. A solution statement.
3. Suggestions for the next step.
4. Ask them what they think could solve their concerns.

Phone Call To Set Appointment - Script

Phone Call To Set Appointment - Script

Phone Call To Set Appointment


One Last Thing.

Customer name

Update the Appointment


Board

Time Salesperson Vehicle Phone # eMail address

Confirmed? Showed

Step 1 Get into groups of 2.


Step 2 Role play the Phone Call to Set
Appointment script once to each other.
1. What did you like about the
presentation?
2. What did you feel went well?
3. As the customer, what did you like
about the presentation?
4. What would you do differently?

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Appointment Confirmation
Purpose:
1. Increase Contact Ratio
2. Increase Show Ratio
3. Increase Closing Ratio

2 Parts Of Appointment Confirmation:


1. Automated Confirmation eMail.
2. Confirmation Phone Call

Automated Confirmation eMail


Key Elements:
1. Hello
2. Thank you, and restate the
appointment date, time and
location.
3. Arrival instructions.
4. Validate appointment.
5. Use a confirmation eMail
template, and set up with
automation rules to go out
24 hours in advance of the
appointment date and time.

Automated Confirmation eMail


Example:
From:
To:
Subject: Appointment confirmation
Hello first name,
I just wanted to thank you for setting aside time to meet with me on
Appointment date and time.
Be sure to look for your Reserved for Internet Customers parking space.
By the way, if you need directions to the dealership, click here (hotlink) for a
map. I look forward to meeting you and will see you on Appointment day.
And remember, if anything changes on your end, please let me know and I will
return the courtesy.
Thanks

Confirmation Phone Call


Key Elements:
1. Introduce yourself.
2. Purpose of the call, and
restate date, time and
location.
3. Recap directions.
4. Confirm the appointment.
5. Arrival instructions.
6. Validate the appointment.
7. Thank you.
8. Update the Welcome
Board.

Welcome Board
Customer name Time Salesperson Vehicle

1. Helps eliminate floor skating.


2. Helps communicate to Sales Management
how well the Internet Department is doing
with Appointments.
3. Gets all management involved in the Internet
Showroom Experience.

Confirmation Phone Call


Script:
Appointment Confirmation Script
1. Introduce
Yourself

Hello, May I speak with __________________________? My name is ________________.


Did I call at a good time?

2. Purpose of Call

The reason for my call is to thank you for setting time aside to meet with ______________
and to confirm your appointment for _________________ at ________________.

3. Recap

By the way Do you how to get to our dealership?


If No: Give directions and offer to eMail a map.

4. Confirm
5. Arrival
Instructions

6. Validate
Appointment
7. Thank You

Great. We look forward to meeting you and will see you on __________ @_______(here or
there) _________.
Please be sure to see the receptionist in our showroom when you arrive, and ask
for:_____________. He/She will be expecting you and will have your information along
with several vehicles pre-selected for you to take a look at on the Internet Customer Lot.
And remember, if for any reason you are going to be early or late, please let us know and if
anything changes on my end, I will return the courtesy.
Thank you for your time and we appreciate the opportunity to serve you!

Appointment Confirmation
More Thoughts
Confirming the appointment
re-enforces the Law of
Reciprocity, If I do
something for you, you feel
more obligated to do
something
for me.
rd
3 Party confirmations
-Less likely to cancel.
-Can get info the ISM couldnt
get.
Example: F&I calls to confirm and
offers pre-approved financing.

Appointment No Show Follow


UP
Purpose:
To give the customer an
opportunity to save face,
and to save the deal.

Key Elements:
1. Introduce yourself
2. Purpose We missed you yesterday.
3. Offer Alternatives
4. Set Appointment
5. Validate appointment
6. If no appointment, set the stage for following up.

Appointment No Show Follow UP

No Response Follow Up
Purpose:
To give the customer an
opportunity to save face, and
to save the deal.

Key Elements:
1. Purpose, a reason to contact.
2. Brief
3. Permission
4. Respect the legal rights of the
customer to take themselves
out of the follow up process. Opt
out.

7-12 Week Average Buying Cycle*


Sunday Lot Visitor

Price & Availability

3
Months

3
Weeks

3
Days

Product
Research

Request Price
Quotes &
Information

Selects Dealer
& Takes
Delivery

Trade-In Estimates

Do
Nothing?
Would you like more information from your dealer (availability & quotes)?

Can we afford to
*J.D.Powers Market research

Why Follow Up?


Time From First Request to Sale
Do we have follow-up communication processes that keep
us in contact with the 51% who purchase after 2 weeks?
35.0%

31.0%

30.0%

24.8%

25.0%
20.0%

15.4%

15.0%
8.2%

10.0%
5.0%

5.8%

4.6%

3.9%

3.8%

2.5%

0.0%
Same
Day

WEEKS

Purchases were tracked within 6 months of Lead Submission

After
7th

No Response Follow Up Strategy


Day 1 7
Make At Least 4 Attempts to Call Most
Likely to Get an Appointment.
Send an eMail each day you dont call.
1 personal eMail and 3 follow up eMails.
Week 2 8
Make 1 attempt to call every other week,
total of 4 attempts to call.
Send an eMail each week.
Beyond Week 8
Send an eMail as part of an eMail
Campaign 1 per month until opt out.
Buy, Die, or say Dont call me no more.

Dealership Receives
Lead
After
Hours

Business
Hours
Internet
Sales Rep

Auto
Responder
Dealerships ISM or ISR writes a
Customized E-mail response using
a pre-designed template and sends
to customer within 30 minutes of
receiving lead

E-mail
Contact

Creating
Appointments
That Show Up

Phone
Contact

Not Reached
By
Phone

Reached
By
Phone
No
response
To E-mail

E-mail
24 Hours
Later

E-mail
Closure
5th Day

Reached
By
E-mail

Internet
Sales
Process

Voice Mail
30 Minutes
Later

Internet
Sales
Process

E-mail
24 Hours
Later

Schedule
Appointment

Internet
Sales Rep

Internet
Administrator

Delivery

Voice Mail
48 Hours
later
E-mail 5
Days
Later

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Customer In The
Showroom

Preparation
Showroom
Experience
Follow Up

Ever been skated?

Agenda

Preparation
The Experience
The Technology
What could possibly go wrong?
A Game Plan

Expectation:
Youll be able to work with
your customers better!

Are they different?

How should we prepare?

A good rule of thumb...


Involve the Management
Team
Pre-select Vehicles
Welcome Board

What we know in advance, we do in


advance!

What about the sales


experience?

Is it different?

In what ways can it


be the same?

What about technology?

Can we use the


dealership website in our
presentation?

How can we tie it in?


On Demos
In Closing
Building Value
After the Sale

How can we present the


information?
Show them websites on your
workstation. Remember to keep
control of the mouse!
Buyer=>Shopper

Present it to their needs (SPACED).

What happens when


things go wrong?

Heres some of the things


that can go wrong!
Price of the purchased vehicle
Trade value
Financing or Cash Down
F&I products
Accessories or additional equipment
Or, combination of any of the
above!

There are over 3000


things that can go
wrong!

What will you do!

Have a Game Plan

Step 1 Get into groups of 2.


Step 2 Develop a game plan for the customer
that comes in with a KBB trade value that is
$1800 more than the ACV.
Step 3 Develop a game plan for the customer
that comes in with an Edmunds invoice that is
$695 lower than Dealer invoice.
1. In what ways will you Act
instead of re-Act?
2. What should we avoid?

What if they dont buy?

What if they do buy?

How do we follow up with


the non-buyer?

How do we follow up with


the Buyer?

Introduction to parts and


service?

Schedule the first service


Appointment
On line...

Show the Owners Only


Page

Walk them through the registration


process.

SET 30 Day Survey Follow


Up

Follow your process


Business
Hours

Dealership
Receives
Lead

After
Hours

Internet
Sales Rep

Auto
Responder
Dealerships ISM or ISR writes a
Customized E-mail

Phone
Contact

E-mail
Contact

Not Reached
By
Phone

Reached
By
Phone
No
response
To E-mail

E-mail
24 Hours
Later

E-mail
Closure
5th Day

Reached
By
E-mail

Internet
Sales
Process

Voice Mail
30 Minutes
Later

Internet
Sales
Process

E-mail
24 Hours
Later

Schedule
Appointmen
t
Internet
Sales Rep

Internet
Administrator

Delivery

Voice Mail
48 Hours
later
E-mail 5
Days
Later

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Time Management

Planning
Prospecting
Presenting
Following Up

Time Management
Planning
1.
2.

Spend 15-30 minutes each day in Solitude Planning.


Resolve to act on what is Critical, instead of re-acting
to what is Urgent.

Prospecting - Creating Leads and Appointments That Show Up


Presenting Customer In The Showroom
Following Up - 80% of Car Purchases are made after the 5th
follow up attempt. JD Powers Market Research

Action Plan

Go to your Action Plan and write down at least 3 Ideas that you
can take back and implement immediately.
Think through the details of What needs to be done, When the
task will be completed, Who needs to be involved and How you
will implement the idea. Document these details under
Applications.

Class Survey On-line

Go to www.PagliaMotors.com and
Complete the ISS-Workshop Survey

SWAT Dealer Challenge

Platinum Status
12 Months in the Year

Gold Status
6 Months in the Year

Mikhail Melomed

Internet Sales Solution


Workshop
Thanks For Coming,
And,
Thanks For All That You
Do!!!