gm esummit 2012 david kain breakout session
Post on 19-Oct-2014
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In this presentation David Kain of KainAutomotive.com covers the 3 Keys to Digital Success in Automotive.TRANSCRIPT
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A Dealer’s Guide to Digital Success: 3 Strategies that Drive Results!
David Kain President, Kain Automotive
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Credentials § Owner of Kain Automotive, Inc., Automotive Sales Training
specializing in Internet Sales and Automotive Business Development Centers
§ Dealer's Choice Award winner as the #1 Rated Internet Training Company 2008, 2009, 2010, 2011 & 2012 in Auto Dealer Monthly
§ Co-Founder and COO of FordDirect.com
§ 18 years automotive retail experience; Dealer partner in Jack Kain Ford § 12 years Dealer Principal
§ Served on 2000 Ford National Dealer Council
§ BBA in Marketing and Management from Eastern Kentucky University
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What is Digital Success?
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Digital Sales 2012
Gross Average
Digital Total 2012
x
=
300
$2,000
$600,000
Vehicle Sales Projections
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Yes! but
How?
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3 Strategies
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Proven Processes 1
The Right Structure 2
Skilled People 3
3 Strategies
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KainAutomotive Process, Structure & People Study
Overarching Study Results
§ Processes
§ Structures
§ People
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A Proven Process
I need…
Strategy # 1
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Connect, Appoint and Sell
3-Day Personal Push
Personal Call
Day 2
Quick Hello Email
Day 3
Manager Call
Manager Email
New Lead Received
Day 1
Auto Response Email
Review the Lead
1st Personal Call
Personal Email
Handwritten Note
2nd Personal Call
Personal Email
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The Two Week Press is designed to keep the customer excited about the benefits of buying
from your dealership.
Two Week Press
Quick Hello Email
Day 5
Personal Call
Survey Email
Day 8
New Info Email
Day 11
Personal Call
Orientation Email
Day 14
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Specials or General Marketing Email
Monthly Marketing Messages Until they Buy or Unsubscribe
2 x Month 1 x Month
Professional eNewsletter
Nurture Marketing
Day 21
Quick Hello Email
Day 28
Personal Call
Survey Email
Day 35
New Info Email
Day 42
Personal Call
Orientation Email
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KainAutomotive Study
FOLLOW-UP TIMELINE 1 to 10 days 4% >10 days 60 days 8% >60 days to 90 days 16% >90 days to 120 days 20% >120 days to 2 years 16% Until they buy or unsubscribe 36%
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Pre-Contact Checklist q Where did the lead come from? q Do I know this customer? Previous buyer? q What are they asking for? q Can I answer their question? q What should I focus on? q Should I call or email them? q What objections should I plan for?
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Sell the reply Sell the call
Sell the visit Sell the car
Fundamental Tactics
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Advanced Tactics
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100% CRM Utilization
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The Right Structure
Strategy # 2
I need...
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The Right Structure?
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KainAutomotive Study STRUCTURE Internet Salesperson 13% Internet Sales Team 20% Business Development Center 30% Hybrid – Internet Team & BDC 20% Internet Dealership 16%
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OR
Your Sales Team?
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Internet Salesperson
Internet Sales Team
Client Care Center / BDC
Internet Dealership
Structural Evolution
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“What’s Our Job Description?”
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Roles & Responsibilities Checklist
Handout
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Select the Right Candidates
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Individual Self Evaluation
Handout
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Internet Lead Volume: A Rule of Thumb Guide…
§ Full-time Internet salesperson A to Z § 60 - 80 leads per month depending on talent
§ Part-time Internet salesperson/Floor salesperson § Up to 40 fresh leads per month
§ Full-time Appointment Setter/BDC Specialist § Up to 150 fresh leads per month
(not including inbound calls)
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Our Managers…. Please check all that apply q Are actively involved in developing our Internet business q Helped design our Internet Sales Process for each department q Outline goals and objectives monthly and measure results q Are actively involved in our Internet Marketing actions q Have designed pricing actions that are consistent with our process q Oversee their inventory on the website like they do the sales lot q Update their online specials each month q Review the competitive marketplace and generate new Internet ideas q Review lead sourcing and determine where to spend their budget q Are a key reason why we are having Internet sales success
Total Points = 10 Points for each check mark
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Handout – Manager’s Drive Results
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My Role As a Manager Has Changed
“…I supervise the Floor, the Phone and the Internet – with equal awareness and energy”
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Design the Best Structure For Your Dealership
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Strategy # 3
Skilled People
I need…
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Skilled People
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Key Qualities
§ Great salesperson § Adapts easily to
technology § Great communicator § Great typing/texting skills § Strong product
knowledge § Quality presenter
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KainAutomotive Study
EXPERIENCE LEVEL 6 months or less 0%
>6 months and 1 year 6.7%
>1 year to 2 years 13.3%
>2 years to 5 years 20%
>5 years to 10 years 36.7%
More than 10 years 23.3%
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Student of the Internet
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Click Where Your Customers Click
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100% of your OPPORTUNITIES will come from your
MARKETING
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100% of your RESULTS
will come from your PROCESS
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Questions
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Select Your Next Workshop!
Idea Exchange Workshops
Converting Leads
Digital Marketing
Social and Reputation Management
Dealer Executives
1:45 PM – 2:30 PM
Crafting a Quality Response Matthew Belk Better Car People
Using Mobile to Capture, Convert and Retain Customers Ben Anderson AutoMotion TV
Driving a Winning Online Reputation Jack Simmons Cars.com
Five Most Important Digital Reports for Dealers Jared Hamilton Driving Sales.com
Refer to your eSummit 2012 Conference Information form for workshop locations.
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