5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE...
Transcript of 5 Ways to Close More Equity Leads in Your CRM · 5 Ways to Close More Equity Leads in Your CRM JUNE...
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5WaystoCloseMoreEquityLeadsinYourCRMJUNEWEBINAR
JeffOrnell,DirectorofEquityJohnHardacre,ProductManager
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AudiencePar<cipa<on
• Toreducebackgroundnoise,audiencemembershavebeenmuted.•Weencourageyourques<ons.•UsetheQues<onstextboxontheGoToWebinarsidepanel.•Webinarwillberecordedandmadeavailable.
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DiamondAwardWinningSolu<on
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JeffOrnellDIRECTOROFEQUITY
JohnHardacrePRODUCTMANAGER
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Agenda
• WhatisEquityMining?• HowtoBestUseEquityMiningwithyour
CRM• ServiceDrive• PreviouslySoldCustomers
• Implemen<ngaProcess• ExclusiveLook:Autobase&DealAc<vator
Integra<on
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EquityMiningDefined
EquityMiningusesdealers’customerdatatoiden<fyqualifiedopportuniAesusingDMS,OEMincen<ves,andbookvalues.
Thisoffersvisibilitytothedealership’sservicelaneandcustomers’databasetogenerateaddi<onalsalesvolumeandgrossprofit.
Thissolu<onwillconvertyourcustomersintoanewvehiclewithasimilarpaymentforliZleornomoneydown.
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EquityMiningDefined
• Determinethecurrentvalueforeachvehicle
• Calculateapayoff• Iden<fyaspecifictermandratebasedonbuyerhistory
• Factorinallcurrentrebatesandincen<ves
• Matchwith“actual”inventory• Iden<fyopportuni<es
PowerfulCalculaAons
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ResultsoftheFour-PhaseApproach
KeyBenefits:• HigherGross• IncreasedSalesVolume• ConquestNewCustomers• ReduceAgedInventory• IntelligentandProac<veMarke<ng
AddiAonalBenefits:• AcquireNiceTrades/CPO• SellAddi<onalServiceContracts• ShortenTradeCycles• IncreaseCustomerLoyalty
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DealAc<vatorFour-PhaseApproach
SERVICEDRIVE
CUSTOMERDATABASE
DIRECTMAILEMAILSOCIALADS
AGEDVEHICLES
SellMoreCarswiththeServiceDrive
CustomerData
ReduceYourAverageAgeofInventory
MineYourExisAng
ProfessionallyContactyourCustomers
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ServiceDrive SERVICETOSALESHANDOFF
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PollQues<on
• Lessthan10%
• 11–30%
• 31–50%
• Over50%-Rockstar
Whichpercentageofcustomersareyoucurrentlyspeakingwiththatarecomingintoyourservicedrive?
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ServicetoSalesHandoff
1.Iden<fyOpportunity
2.AppointmentReminder
3.EstablishaVIPProgram
4.Consulta<veCommunica<on
5.StrategicLoaners
6.FollowUp
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ServicetoSalesHandoff
• Servicedriveislargestpoolofbrand-loyalsalesprospects
• Manyareconquestcustomersforyoursalesdepartment
• HigherGrossduetolackof“shopping”• Primeopportunityforgreatfrontlinepre-ownedunits
• Auc<onvehiclescosttoomuch!
• FocusoncustomersthatarealreadyinYOURdealership
• 10%ofcustomersDAILYqualify
TheReasons
THEKEY:Pullcustomersintothemarketbyofferingtherightmessageattheright;me
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ServicetoSalesHandoff
• ImproveCustomerExperience,Loyalty&IncreaseVehicleSales
• ImproveProfitability(+$480Front-endgross)*
• Turncurrentservicecustomersintorepeatsalescustomers
• AcceleratetheCustomerBuyingCycle
• AcquireHighlyDesiredPre-ownedVehicles• Thereisaddedvaluetoacarthathasbeenservicedatyourdealership
What’sinitforme(WIIFM)
*BaseduponDealAcAvatorOEManalysis
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ServicetoSalesHandoff
• Leadssentdaily
• PushtoCRMwhenappointmentismade
• ChromePlug-in
HowtouseyourCRM&EquitySoluAon
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ServicetoSalesHandoff
PushtoCRM
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ServicetoSalesHandoff
ChromePlug-in
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Don’tMissAnyOpportuni<esMobileisanEssenAalComponentofEquityMining
• ProvidesflexibilityintheServiceLane
• Ensuresthatyoucancaptureeveryopportunity
• VinScan• Executeandmonitorcampaigns
any<me,anywhere• Reverseinventorylookup
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PreviouslySoldCustomersPROACTIVELYMININGYOURCUSTOMERDATABASE
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PollQues<on
• Birthdaycall
• Anniversarycall
• Never
• Equitycall
WhenDoYouContactPreviouslySoldCustomers?
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Priori<zeyourBestProspects
SendanEmail
TrackCalls
SendaLe`er
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PointsofContact
Typesofpointsofcontact:• Emailmarke<ng
• DirectMail
• Customizedphonescripts
• Customizedemailtemplates
• CustomizedleZertemplates
• Facebookadver<sing
• Presenta<onsheet
• Bookvaluecer<ficate
MarketindicatesuAlizing3pointsofcontactincreasesclosingraAosas
muchas300%
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QuickFollow–CustomizableScripts&Templates
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GoalsandInventory
BuildScenariosThatWorkWithYourGoalsAndInventory
CreatemulAplecampaignsfocusingondifferentgroupswithno
overlap
Quicklyandeasilysetallcriteriaforyournewequitysearch
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ImplementaConsistentProcessMAKINGSUREITWORKS
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VerifyROI
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Implemen<ngaProcess
• Plan• Day(s)before
• Prepare• NightBefore
• Execute• Dayof
• Pipeline• Followup
Whatittakes
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Implemen<ngaProcess
• Checkserviceappointments• Searchinadvance
• Verifyappointmentwiththecustomer• Askcustomertoseekoutspecialistatdealership
• Freegis• Carwash• Starbuck’sgiscard
• Infoaboutyourcar• CarWash
PlanningPhase
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Implemen<ngaProcess
• LogintoCRM/Equity• Prepareequitypacket
• Freegis• Presenta<onsheet• Wewanttobuyyourcar
• Pullupmatchingvehiclenearservicedrive
PreparaAonPhase
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Implemen<ngaProcess
• Greetcustomerinservicedrive• GiveVIPspeechandhandpacket• Iscustomerinterested
• Yes• No
ExecuAonPhase
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Implemen<ngaProcess
• Sendcustomerthankyounote• MakesureCRMisdocumentedtobeginautoma<onprocess
PipelinePhase
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CustomizablePresenta<onSheet
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CustomizableBookValueCer<ficate
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AutobaseandDealAcAvatorIntegraAonEXCLUSIVELOOK
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CRMAdvantages
• Doesn’trequireseparatefollowupmethodswithinCRM
• Noaddi<onaltrainingneededinadifferentsoswareapplica<on
ConsistentFollowUp
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CRMAdvantages
• Allsalesandservicepurchasehistoryisatyourfinger<psinCRM
• CustomerscontactedbytheirSalespersonorBDCRep
DataatyourfingerAps
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LiveDemo
• Workthemostimportantequityleadsfirst
• LogcontactresultswhichsynchronizeswithDealAc<vator
• StartopportunityeasilyfromwithinAutobaseEquityLog
• Putsequityopportuni<esintothenormalsalesprocessestoensurefollowuptocomple<on
AutobasePriorityEquityLeads
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LiveDemo
• LeadsfromServiceorsentfromDealAc<vator
• Printorsaveproposalstosend
AutobaseEquityDripLeads
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THANKYOU
Q/A? ?
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www.fb.com/dominiondealersolutions www.twitter.com/dominiondealer
JeffOrnellDirectorofEquitySolu<[email protected]
317.428.6103
317.428.6006