Double Your Closing Ratio In 90 Days

What is your current closing

ratio?

How Many Leads Do You

Have In Your CRM?

Cyber Shopping

• When was the last time you shopped your dealership?

• If you were treated like that would you buy?

I am Sorry

Actual Results

Reviewed 62 dealerships front page to make sure they had:• Quote form• Credit Application• Trade in Tool• Local or 800#

Actual Results Page 2

Scanned their Dealership for online presence and reputation:• Over 80% had 100+ mistakes that are

negatively impacting SEORequested a quote: • 38 replied to quote request• 24 of you did not respond

Website Issues• Is your site user friendly?• How can people find what they want?• Men will give you 7 seconds• Woman will give you 11 seconds

If they cant find what they are looking for they will go to your competition.

Website Review

QUOTE FORM

FINANCE FORM

TRADE IN FORM

Review Continued

AUTO RESPONDER?

RESPONSE TIME?

POWERLISTED?

Website Mistakes

Get a Quick Quote

This is a “Quick Quote”

Page 2

Page 3

Page 4

Do not use 800#’s

Online Credit Applications

• Consumers want to get Pre Approved• Over 60% of people will leave the application

when asked for their social security number.

Are you currently buying credit leads?

v

Cyber Shopping Results

We shopped 62 of the dealers in the room• 38 Replied• 24 did notOver 50% of you completely missed a sales opportunity

Good Follow Up

Great Job

• Elise Kephart of Sunset Honda– Included video– Special service offer– Personalized– Referrals

• Video

Why buy from “me”

Reply Responses Issues

• One dealer sent a 13 page eMail

• One dealer sent 4 emails in the first 60 seconds– 3 were identical – 1 was slightly different

Auto responders

• Get rid of them–OEM requires them–Need to use them

you need to personalize the email.

Actual ResponseAfter submitting a request for a quote I received...• 1. Auto response email- very generic• 2. Second email to tell me someone is working on quote• 3. Third email to ask me to reach out if I do not receive

quote (I also noticed the third email came from Josh (as the first 2 did) but the contact info was for a Shane ? All emails came w/ 5 minutes from the first.

3 generic emails with no info on the requested vehicle? Not sure I would open a 4th.

Duplicate eMails

• Several of the dealers we cyber shopped sent us duplicate emails

• Several sent us multiple emails within a 15 minute time span.

• One dealer sent an email from the GM and then one from the Service Manager

Preview Window

Dealer or Brand Logo

Conversational Copy

New Car SearchLinks to Website

Personalization

Call Tracking Number

Professional Email Templates

Drive Engagement with Mobile-Enabled Emails

Make sure your emails are Mobile-Enabled

Importance Of Mobile-Enabled Emails

Read Anyways

View on Computer

Unsubscribe

Delete it

7.60%

17.70%

18.00%

69.70%

If you get a mobile email that doesn’t look good, what do you do?

BAD!

Sample Mobile-Enabled Email

• Email reformats (adapts) for smaller screens using media queries

• Buttons are sized for Apple interface guidelines to accommodate finger gestures

• Phone numbers are click-activated

• Text is resized to be readable without pinch and zoom

70% of consumers delete an email if it looks bad on a mobile device

Gmail Fingerprinting Problem

Gmail is now fingerprinting suspected SPAM• Sending email address• Domain Name• Company name • Phone number• Address

38

Database composition

50% to 70% of your customer and prospect database is comprised of:

39

Yahoo Changes(Occurred August 15)

40

• Yahoo will be taking dormant accounts and reclaiming them.

• Need to purge inactive email accounts.

• No activity for over a year.

The Challenge• 25 percent of all leads are never contacted by the

dealership

• Use email in addition to phone calls to reach leads

• Monitor email to ensure delivery – (Gmail and Yahoo are problematic)

What Happens to Those Unsold LEADS?

41% of Leads

33% of Leads

What To Do With Those LEADS?

• Put in place a plan to follow up with all leads for 120 days

• Use marketing automation

• Use email and phone calls to reach out to them

• Offer a service special in every email

Reactivation Process

Clean the prospect database

Remove all spam traps

Bad email addresses

Invalid email addresses

WARNING: Do NOT attempt to send out an email blast to your old database without cleaning it

Email Schedule

Jan Feb Mar Apr

14

23

1New

Year’s Special:

Free Detail

Valentine’s :Leasing

Offer

Mining Gold in ServiceInternet leads have typically never been marketed to for service.

• Cheaper & Faster

• Local Prospects

• More profitable

• Keeps them in your family

of customers

Advantages:

Monthly Service Coupons Sent Automatically

Jun Jul Aug Sep

Oil Change

Battery Test

Tire Rotation

5

3

16

A Service- Cycle Offering

E-mail

Coupons are

Cost-effective

and

Trackable

Service Coupons For All Makes and Models

Don’t forget to include ALL makes and models in your service coupons

• Bring in additional customers

• Reactivate dormant leads

• More profitable

• Keeps them in your family of customers

Feeding Your BDC

• Phone Ups

• Internet Leads

• Unsold Traffic

• Owner Retention

• Database Mining

• Referral and Lead Generation

The success behind a BDC is the combination of people, process and execution ultimately leading to increased traffic:

Clicker ReportsReports tell you which customers clicked through from the email to your website and shows you what they looked at.

Questions?

For More Information Contact:

Peter “webdoc” Martin941.756.1932 office954.205.7716 cell

peter@cactusskydigital.com