Digital Dealer 18 Presentation by Todd Smith and David Kain
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The Wizard and the Silver Fox Deliver Digital Magic Todd Smith, CEO of ActivEngage David Kain, founder of Kain Automotive @Toddlearsmith | @Kainautomotive
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Transcript of Digital Dealer 18 Presentation by Todd Smith and David Kain
The Wizard and the Silver Fox Deliver Digital MagicTodd Smith, CEO of ActivEngage
David Kain, founder of Kain Automotive
@Toddlearsmith | @Kainautomotive
Sales
Apprentice
Website
Mastery
Live Chat
Best ResponseCRM
Mastery
Effective
Follow-upFantastic
Communications
Digital Magic
Fixed Ops Focus
1 HIRE THE RIGHT APPRENTICE
Which style fits your future?
Perhaps somewhere in between?
TRAITS TO LOOK FOR: Trait 1 – Loves Digital
Trait 2 – Embraces Change
Trait 3 – Socially Oriented
and has…
@Toddlearsmith | @Kainautomotive
SKILL SETGreat salesperson
Adapts easily to technology
Excellent communicator
Great typing/texting skills
Strong product knowledge
Quality presenter
RECRUITING:UPDATE THE MESSAGE
Energetic people needed for
Internet Communications
Digital Marketing
Social Media
INNOVATIVE COMPENSATION
Draw + Commission
Salary + Bonus
VS.
& LifestyleBenefits
2 REMOVE THE WIZARDRY FROM YOUR WEBSITE
Dealer & Brand Logos
Contact Us
Service Scheduler
New Car Specials
Used Car Specials
Cluster of VDP Pages
Lead Forms
Meet Our Staff
CREATE A CLEAR PATH
MINIMAL OPTIONS
WHICH WOULD YOU SEND?
VS.
OPTION A.
OPTION B.
WINNER!!!! OPTION B.
3 TRICKS OF
THE LIVE CHAT TRADE
YOU HAVE TO INSPIRE A CHAT
VS.
OPTION A.
OPTION B.
WINNER!!!!OPTION A.
CHAT LIKE YOU ARE FACE TO FACE
BEHAVIORAL INTELLIGENCE
LIVE CHAT BENCHMARKS
1-2% of UV’s Click to Chat6 seconds to answer a chat80% of chats are converted into a lead20% of leads include appointment5-10 minute conversation length
4 CREATE AN EFFECTIVE FOLLOW-UP PLAN
PUSHPRESSNURTURE
For 2 Weeks
Forever
For 3 Days
Day 1 Day 2 Day 3
“PERSONAL PUSH”Recommended Actions
Day 5 Day 8 Day 11 Day 14
Connection Plan
SP/BDCPersonal
Call
Manager Call if needed
SP/BDCPersonal
Call
Dealer Satisfaction Survey Email
SP/BDCQuick Update Email
SP/BDCBridge to long-
term Email
SP/BDC Personal
Call
Auto Response
Casual ContactRecommended Actions
Mid-TermRecommended Actions
SP/BDCCall 2x
SP/BDCPersonalEmail 2x
Optional Personal
Note & TEXTSP/BDCPersonal
Manager Email
SP/BDC Quick Email
SP/BDC Personal
Call
CONNECT QUICKLY WITH PERSONAL COMMUNICATIONS
SP/BDC Personal
Call
Manager Lead
Review Meeting
TWO WEEK PRESS
STAY IN CONTACT UNTIL THEY BUY WITH…NURTURE MARKETING
2 x Month 1 x Monthup to 3 months
SP/BDC Personal Call
Dealership eNewsletter &
Specials Email
Continue to follow up until they buy or unsubscribe
1x Week 1 x Week
SP/BDCPersonal Call
SP/BDC Update Email
NURTURE PHASE IWeeks 3 - 6
NURTURE PHASE II6 + Weeks
5 MAKE YOUR 1ST RESPONSE YOUR BEST RESPONSE
RULE OF 2’SOn average, shoppers will visit 2 dealers
…and will take 2 test drives throughout the process
Source: Edmunds.com Car Shopping Trends Report
CALL FIRST
Hi David,
I’m excited to help you with your 2008 Dodge Challenger purchase. Here’s a link with the pricing information and a brief video of the car. Would you have a moment for a call to let me tell you some important information about the Challenger?
Kelly (btw…I’m text friendly at 813-547-1367)
SEND ENGAGING EMAILS
Here’s a link with the pricing information and a brief video of the car.
(btw…I’m text friendly at 813-547-1367)
BE HUMAN Leverage Video to inspire curiosity – be natural
PROVIDE VALUE
6 DEVELOP FANTASTIC COMMUNICATION SKILLS
I am an amazing
communicator
AVOID THIS MOST COMMON MISTAKE
CONTROL YOURSELF
CONTROL THE CALL
I HATE Scripts!
CREATE YOUR EDC
EMPLOYEE
DEVELOPMENT
CENTER
7 BE SOCIALLY ENGAGING
Have a Daily SOCIAL HOUR with your Sales Team
post interesting product info
endorse friends & clients
like customer and friend posts
+1 industry news and company events
Post a Daily product video
Daily Social Habits
IT’S NOT SELLINGIT’S SOCIALIZING
Endorse
Like
Favorite
8YOUR CRM IS THE SECRET TO YOUR MAGIC
WHAT DOES CRM MEAN?
Lives close by dealership
Married with 2 kids
Husband is Joe, kids are Mike & Jenny
Previous buyer
Owner of Ad Agency
Birthday is October 12th
Likes to pay cash or lease
Always gets a sunroof
Loves Soccer and Photography
Favorite car colors are Blue and Silver
Remember…the more you know about your clients the better you can help them and in turn…help yourself!
Managers need to know the CRM better than anyone in the store!
DAILY MANAGEMENT CRM CHECK-OUTS
9 MAKE FIXED OPS A PRIORITY
DRIVE SERVICE TRAFFIC TO YOUR WEBSITE
Metrics you can’t positively live without
messing up your job and potentially putting your
career in jeopardy
10
THE WIZARD’S METRICS
Unique Visitor Traffic
Bounce Rate
Pages per Visit
Conversion Rate
THE FOX’S METRICS
Response Time
Connect Rate
ApptsKept
Close Rate
Sales
Apprentice
Website
Mastery
Live Chat
Best ResponseCRM
Mastery
Effective
Follow-upFantastic
Communications
Digital Magic
Fixed Ops Focus
Todd Smith CEO of
(321) 441-7700@Toddlearsmith
Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.
David Kain Founder of Kain [email protected](859) 533-2626@Kainautomotive
