Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Featuring:
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
Action Plan
Pulls
3
2
1
1 Point
1 Point
1 Point
1 Point
1 Point
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 map
(Clear and concise directions to dealership.)
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.)
Yes
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
ToyotaCustomized
Dealermap
09999
01
Yes
Dearfield
Yes
Yes
Yes
Toyota Dealer
09999
01
Yes
Yes
Dearfield
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
Yes
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.)
Yes
Platinum Status
Delray Toyota
Patterson Toyota
Toyota of Orlando
Stone Mountain Toyota
Manufacturer Sites
Information Sites
Dealer Website
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
Invoice
$ __________
Information Services
Virtual Walk Around
Help Me option
Information Services
Virtual Walk Around
Help Me option
Information Services
Kelly Blue Book.com
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.
Conversational
Transactional
Inventory
2.
Pricing
3.
Trade Evaluation
4.
Specials
5.
Invoice
6.
7.
Calls To Action
It Has to Help Them Buy A Car! Its All About The Customer!
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.
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
Weekender
Angler
Pro
Expectation Gap
Net Buyers
CSI is 12
to 19pts
Lower!
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.
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.
Generating Leads
Traffic
eMail Campaigns
Traffic
Driving Traffic to your
site
Website Marketing Strategy
Web Brand Management
Registering URLs
Website Marketing
Strategy
Registering URLs
Registering URLs
Misspellings
Individual Franchises
Other Variations of the Dealership Name
Registering URLs
Visit www.verisign.com
Make sure the dealership is
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
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
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.
"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,
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.
Dealership gets
request
Dealership
receives a
copy of the
AutoILM
price quote
and makes
follow up call
to customer.
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.
Interactive Website
Pop-up Specials
Guidelines
Holiday Templates
Web Wizard 2.0
Specials 3.0
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
Specials 3.0
Specials 3.0
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.
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
Measuring Results
Measuring Results
Measuring
Results
Its All About THEM.
Dealer Website
Sold Delivery
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
__________
__________
___________
__________
__________
___________
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________
# Sales________
Measuring Results
Accountability
Designated vs. Dedicated
Who Is Responsible For Keeping the Site Interactive and Up
To Date?
1.
2.
3.
4.
5.
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.
Creating Appointments
That Show Up
Instant Auto-Response
Personalized eMail Response
Phone Call To Set
Appointment
Appointment Confirmation
Appointment No Show Follow
Up
TLC2
Sold Delivery
Appointment
Lead
Conversation
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:
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
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:
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.
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.
Customer name
Confirmed? Showed
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
Welcome Board
Customer name Time Salesperson Vehicle
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
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.
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.
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.
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
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
After
7th
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
Agenda
Preparation
The Experience
The Technology
What could possibly go wrong?
A Game Plan
Expectation:
Youll be able to work with
your customers better!
Is it different?
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.
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.
Go to www.PagliaMotors.com and
Complete the ISS-Workshop Survey
Platinum Status
12 Months in the Year
Gold Status
6 Months in the Year
Mikhail Melomed