Digital Dealer 18 Presentation by Todd Smith and David Kain
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Transcript of 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 ActivEngageDavid Kain, founder of Kain Automotive
@Toddlearsmith | @Kainautomotive
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Digital
Magic
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1HIRE THE
RIGHT
APPRENTICE
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Which style fits your future?
Perhaps somewhere in between?
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TRAITS TO LOOK FOR:
Trait 1 – Loves Digital
Trait 2 – Embraces Change
Trait 3 – Socially Oriented
and has…
@Toddlearsmith | @Kainautomotive
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SKILL SET
Great salesperson
Adapts easily to technology
Excellent communicator
Great typing/texting skills
Strong product knowledge
Quality presenter
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RECRUITING:
UPDATE THE MESSAGE
Energetic people needed for
Internet Communications
Digital Marketing
Social Media
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INNOVATIVE
COMPENSATION
Draw +
Commission
Salary +
BonusVS.
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2 REMOVE THE WIZARDRY
FROM YOUR WEBSITE
Dealer &
Brand Logos
Contact
Us
Service
Scheduler
New Car
SpecialsUsed Car
Specials
Cluster of
VDP Pages
Lead
Forms
Meet Our
Staff
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CREATE A
CLEAR PATH
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MINIMAL
OPTIONS
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WHICH WOULD YOU
SEND?
VS.
OPTION A.
OPTION B.
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WINNER!!!! OPTION B.
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3TRICKS OF
THE LIVE CHAT
TRADE
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YOU HAVE TO INSPIRE A CHAT
VS.
OPTION A.
OPTION B.
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WINNER!!!!
OPTION A.
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CHAT LIKE YOU ARE FACE TO FACE
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BEHAVIORAL INTELLIGENCE
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LIVE CHAT BENCHMARKS
1-2% of UV’s Click to Chat
6 seconds to answer a chat
80% of chats are converted into a lead
20% of leads include appointment
5-10 minute conversation length
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4 CREATE AN EFFECTIVE
FOLLOW-UP PLAN
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PUSH
PRESS
NURTURE
For 2
Weeks
Forever
For 3 Days
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Day 1 Day 2 Day 3
“PERSONAL PUSH”
Recommended Actions
Day 5 Day 8 Day 11 Day 14
Connection Plan
SP/BDC
Personal
Call
Manager Call
if needed
SP/BDC
Personal
Call
Dealer Satisfaction
Survey Email
SP/BDC
Quick Update Email
SP/BDC
Bridge to long-term
SP/BDC
Personal
Call
Auto Response
Casual Contact
Recommended Actions
Mid-Term
Recommended Actions
SP/BDC
Call 2x
SP/BDC
Personal
Email 2x
Optional
Personal
Note & TEXT
SP/BDC
Personal
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
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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/BDC
Personal Call
SP/BDC
Update Email
NURTURE PHASE I
Weeks 3 - 6
NURTURE PHASE II
6 + Weeks
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5 MAKE YOUR 1ST
RESPONSE
YOUR BEST RESPONSE
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RULE OF 2’S
On average, shoppers will
visit 2 dealers
…and will take 2 test drives throughout the process
Source: Edmunds.com Car Shopping Trends Report
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CALL
FIRST
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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)
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BE HUMAN
Leverage Video to inspire curiosity – be natural
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PROVIDE VALUE
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6DEVELOP
FANTASTIC
COMMUNICATION
SKILLS
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I am an
amazing
communicator
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AVOID THIS
MOST COMMON MISTAKE
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CONTROL
YOURSELF
CONTROL
THE CALL
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I HATE Scripts!
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CREATE YOUR EDC
EMPLOYEE
DEVELOPMENT
CENTER
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7BE SOCIALLY
ENGAGING
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Have a Daily SOCIAL HOUR
with your Sales Team
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post interesting product info
endorse friends & clients
like customer and friend posts
+1 industry news and company events
Post a Daily product video
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IT’S NOT SELLING
IT’S SOCIALIZING
Endorse
Like
Favorite
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8YOUR CRM IS THE
SECRET TO YOUR
MAGIC
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WHAT DOES
CRM MEAN?
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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!
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Managers need to know the CRM
better than anyone in the store!
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DAILY MANAGEMENT CRM
CHECK-OUTS
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9 MAKE FIXED OPS A PRIORITY
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DRIVE SERVICE TRAFFIC
TO YOUR WEBSITE
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Metrics you can’t positively
live without messing up your
job and potentially putting
your career in jeopardy
10
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THE WIZARD’S METRICS
Unique
Visitor
Traffic
Bounce
Rate
Pages
per
Visit
Conversion
Rate
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THE FOX’S METRICS
Response
Time
Connect
Rate
Appts
Kept
Close
Rate
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Digital
Magic
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Todd Smith
CEO of ActivEngage
(321) 441-7700
@Toddlearsmith
Share an important takeaway you received from this session
using hashtag #DD18 for a chance to win an iPad.
David Kain
Founder of Kain Automotive
(859) 533-2626
@Kainautomotive