5 Best Practices You Can Implement Today

To Help You Sell More Cars Tomorrow

About me…• Been in car business since 2004

• Worked my way up to a GM

• Left due to burn out

• Commercial real estate

• Came back because I was broke

• Found my calling….

• Been a partner with PCG since January 2011

Where we are going…• Understanding the Digital Road to the Sale, and what KPI’s

must be tracked

• How to Coach our team through your CRM

• Hunters or Farmers?

• Integrating the Three “A’s” into your sales process

• How you can actually sell 3rd party leads at 13% closing ratio

• Integrating (consistent) video into your sales process

New Roads

The Why…• Every action you do should

necessitate a reaction from the customer (NO BS)

• Goal is to move the customer down the road to the sale

• Cannot skip any steps

• Probability vs Possibility

The How…

Allowed for daily and weekly coachable moments…

Keep accountability simple…

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23

36

60CONTACTAPPTSHOWSOLD

Create Benchmarks with Accountability

Minimum Acceptable Performance…

Minimum Acceptable Performance…

Allow your team to winNo one gets excited about being average, but it does allow

them to know they are close to being GREAT.

Hunters

Farmers

Why is a consumer submitting a lead?

They are submitting a lead because they need help making a decision

It’s your job to find out what the decision is….

Take from my good friend…

So how do we find out what decision they need to make?

What button are they pressing to give you their information?

• Request a Quote • Trade in Evaluation • Credit application • Test Drive • 3rd Party Quote Request

Just ASK, ANSWER, & ADDRESS

So how do we find out what decision they need to make?

Ask, Answer, & Address• Ask questions relevant to the vehicle of interest…

• Color, Cloth or Leather, 2WD/4WD, Nav, DVD? • Only interested in this particular model? • Open to pre-owned if I could save you some money? • Etc..

• Answer any specific question the consumer asked.• Address the questions we need more information on

• Down payment • Interest Rate • Payments

Is your response meeting the customers needs???

Is your response meeting the customers needs???

!"#

Are you getting the way of the consumer experience with your follow up schedule?

!"#$%&'(")*

Proof is in the pudding…

The Problem…

The Issue…• Dealers treat them like any other customer

• End up looking like that dealer

• Do not set up expectations

• Shopping experience sucks

• We all look the same

• Have to be different

Setting Expectations…• Always Call before you click

• Investigate, Investigate, Investigate

• Let customer know what information you received

• Explain what you will be sending over

• Request to contact you back

Customers want to be HEARD…

Go Back to the 3 A’s

AAA

Create 3rd Party Templates

Create 3rd Party Templates

Create 3rd Party Templates

Create 3rd Party Templates

Who’s using video in their follow up process?

Consistently???

Stock video must be…• Generic but specific

• Pre-recorded

• Uploaded to Vimeo/YouTube

• Templates programmed in CRM

• CRM process drives the bus

Stock video…• Welcome Video

• Appointment confirmation video

• Unsold showroom up

• Phantom lead

• Post sale thank you

Welcome Video TemplateHello Elizabeth,!Thank you so much for considering ABC Motors! !I have received your vehicle purchase request on a Ford Mustang. The vehicle you are looking for is available and for sale. It's a local trade-in low miles and really clean, no accidents. Please feel free to contact me directly by simply responding to this email or you may try my cell at XXX-XXX-XXX and I can answer any questions or schedule a time for you to come out and see it if you desire. Looking forward to hearing from you soon.

I have prepared a personal video message for you.! You can watch it here.!Pricing is as follows!(excludes tax, title, & license fees):

Welcome Video ScriptHi, this is Marc McGurren from ABC Motors and I want to thank you for submitting a vehicle purchase request online. I look forward to assisting you so let me tell you what to expect from me.

It is my policy to follow-up all inquires promptly and professionally so I will be calling you today and if I don’t reach you today, I will be calling again tomorrow.

I will also be sending additional information on the vehicle you were researching via email. If you would like information on any other vehicle, just ask and I will send it to you!

If you would like to speak with me now, the best way to reach me is to call me on my direct line: 732-555-1212. You can also reply to my email with a best time for me to call you back, day or night.

I look forward to helping you with your vehicle research, so let’s get in touch today or tomorrow.

Example…

Appt Confirmation TemplateHello Elizabeth,!I just want to say I look forward to seeing you today at 4pm. I have created a short video that you can view here.

A map and directions to our are dealership are below:

MAP

If for any reason you are running late or are unable to make it, please feel free to call so I can setup a time that is more convenient for you.

Sincerely

Appt Confirmation ScriptHi, this is Marc McGurren from ABC Motors. I want to thank you for scheduling a visit to the dealership today. I look forward to assisting you and answering all your questions.

Just a reminder, the dealership is located on Main Street right across from Target.

When you arrive at the dealership here is what to expect. The visitor parking area is located to the right of the showroom. Come into the main entrance of the dealership and ask the receptionist to page me. If you are greeted by one of my colleagues in the parking lot, tell them that you are here to see me.

If you are running early or late, I understand. Just please call me on my direct line, XXX-XXX-XXXX and let me know when you will be arriving. I have blocked out time for you and your call will allow me to adjust my schedule.

I look forward to working with you!

Unsold Showroom Template

Hello Elizabeth,!I have prepared a personal video message for you.

You can watch it here.

Sincerely,

Unsold Showroom ScriptHi, this is Marc McGurren from ABC Motors. I want to thank you for taking your time to visit the dealership. I really enjoyed speaking with you and as you know, I am committed to making sure that you get the best deal on your next vehicle.

I have an update for you based on our conversation at the dealership, so please give me a call today. The best way to reach me is by calling XXX-XXX-XXXX

If you can’t speak with me today, please send me an email and let me know when you want me to call you tomorrow and I will add you to my schedule.

I look forward to speaking with you again.

Phantom Lead TemplateHello Elizabeth,!Thank you so much for visiting with the other day. I have prepared a personal video for you that you can view here.

Sincerely,

Phantom Lead ScriptHi, this is Marc McGurren from ABC Motors I was going through my records and I noticed that we have not discussed your vehicle needs in a little while.

I know that we all get busy! Life can be hectic so purchasing a vehicle is an important decision that can’t be rushed. It’s the policy at ABC Motors to deliver a first class experience to everyone who reaches out to the dealership for information and I do realize that there is difference between being persistent and becoming a pest!

If you are still in the market for a vehicle, I would love to assist you. The best way to connect is to call me at XXX-XXX-XXXX. I would love to hear from you today.

Of course, if you have put off a vehicle purchasing decision for a few weeks, no problem, just respond to this email and let me know when I should touch base with you again.

Also, if you have already purchased a vehicle, congratulations! I am happy that you found what you were looking for.

In any case, would you please do me a quick favor and send me an email and let me know?

I look forward to hearing from you!

Sold Thank You TemplateHello Elizabeth,!I just wanted to say thank you again for your purchase with me here at ABC Motors. I created a short video that you can view here.

To leave a review of your experience with me, you can visit our DealerRater.com page here, Google Reviews here, or Yelp here.

Thank you again,

Sold Thank You ScriptHi, this is Marc from ABC Motors. Congratulations once again on your new vehicle! I really enjoyed working with you. If you have any questions going forward, please call me directly.

Please take a minute to write down my cell phone number and store it in your phone contacts; my number is: XXX-XXX-XXXX. Having my number in your phone it will make it simple to refer family and friends to me who are in the market for a new vehicle. I would appreciate it if you kept my name on your referral list.

I also have one favor to ask! The internet is where most people research vehicles and select a local dealer. Could you please take one minute to go to online and write a review of your excellent experience with me here at ABC Motors?

I have included a link in this email that goes directly to our review page. When you write your review, please make sure you select my name from the list of employees.

Thank you again for your business!

Example…

Courses you can take…

www.pcgconsultingservices.com

Thank YOU…

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