'Autobedrijf?  Nee  hoor,  je  hebt  een  internetbedrijf'    Selling  Cars  In  The  Digital  Age  

Custom  Presenta-on  by:    Brian  Pasch,  PCG  Consul-ng  Holland    

#remarke-ngevent  

Let’s  Connect  Online  

Facebook:  hAps://www.facebook.com/brianpasch      TwiAer:    @Automo-veSEO      LinkedIn:  www.linkedin.com/in/brianpasch      Website:  hAp://www.PCGConsul-ng.nl        

Brian  Pasch,  CEO  PCG  Companies  brian@pcgmailer.com    

§  Graduate  of  Rutgers  University  with  a  BS  in  Physics  

§  Life-me  Resident  of  New  Jersey  

§  Proud  father  of  Connor  Pasch  (17)  

§  First  Book  Published  by  Pren-ce  Hall  in  1984  

§  Second  Book  Published  28  years  later  by  Celebrity  Press    in  2012  

§  Third  Book  Published  2013  “Selling  Cars  In  The  Digital  Age”  

§  Informa-on  Technology  Was  My  Core  Career  

§  Formed  PCG  Digital  Marke-ng  in  2005  

§  Created  PCG  Consul-ng  in  2011  to  Training  &  Coaching  

§  Ac-ve  Automo-ve  Speaker,  Writer,  &  Strategist  

My Background

Defining  Internet  Lead  Process  

Now  available  in:    §  Italian  §  Spanish  §  Dutch  (Innovam)  

www.SellingCarsBook.com  

PCG’s  Expansion  into  Europe  

§  Forma-on  of  PCG  Holland  (www.PCGConsul-ng.nl)  –  ROI-­‐BOT™  Automo-ve  Dashboard  –  Internet/BDC  Training  &  Technology  – Digital  Marke-ng  Strategy  

§  Strategic  Alliance  with  Innovam  – OEM  Digital  Educa-on  &  Cer-fica-on  Programs  

§  Franchise  Owners  §  Franchise  Managers  §  Sales  Professionals  

#remarke-ngevent  

Economy  For  New  Car  Dealers  

Dealers  behaalden  in  2013  gemiddeld  een  rendement  van  -­‐0,3%.  Dat  meldt  Bovag  op  basis  van  een  'ruwe  schaing'.  Zo’n  70%  van  de  dealers  draait  

verlies.  Dat  is  zojuist  gemeld  op  het  Bovag  Dealercongres  in  Apeldoorn.    

US  Boom  In  Digital  Marke-ng  Investments  

Insert  investment  boom  chart  

When  Digital  “Spike”  

Occurred  

Interest  Increased  

Customer  Has  Changed  

The  Customer  Has  Changed  The  Customer  Has  Changed  

Pre-­‐Internet                                        Today  The  consumer  needed  to  visit  the  showroom  for:    •  Features  •  Pricing  •  Availability  •  Test  Drive  •  Payments  •  Delivery  •  Service  

The consumer needs to visit for:

•  Test Drive •  Service

One Medium is Not Enough

People use 3 different screen combinations per day

Use a Smartphone and Television simultaneously Use a Smartphone and

computer simultaneously

66% 81%

How  Strong  Is  Your  Brand  in  ZMOT?  

§  Is  Your  Tradi-onal  Media  “Messaging”  Investments  Supported  On  The  Internet?  

–  TV  vs.  Internet  Video  

–  Magazine/Newspaper  vs.  Network  Websites  

§  How  strong  is  your  presence  in  the  ZMOT?  

–  Video  SEO  and  Pre-­‐Roll  SupporEng  TV  Messages  –  CompeEEve  Comparison  InformaEon  –  Warranty  and  Safety  InformaEon  –  “Why  Buy  Our  Brand”  Messaging  –  Social  Media  Channels  

Today’s  Shopper  

emarke-ngevent  

They  Are  Not  Bored  From  Playing  Video  Games!  They  Are  Not  Bored  From  Playing  Video  Games!  

#remarke-ngevent  

No  remarke-ng  dealers!  

#remarke-ngevent  

Google  Search:  Only  Part  of  the  ZMOT  Strategy  

•  Video  Pre-­‐Roll  •  Dynamic  Display  Ads  •  Display  Retarge-ng  •  Video  Retarge-ng  •  Video  SEO  •  Social  Engagement  •  Social  Adver-sing  

of  what  they  read  

The average person only retains 10% of what they read, but 50% of what they see Information Retention

50%

of  what  they  see  

10%

#remarke-ngevent  

Google considers video more relevant than text and will therefore rank it higher in search results

Google says… 1 minute of video is equivalent to 1.2 million words of text

Source: Google Report

#remarke-ngevent  

#remarke-ngevent  

Are  We  Helping  Consumers  Sort  Through  The  InformaDon  to  

Choose  Our  Brands?  

Are  We  Helping  Consumers  Sort  Through  The  InformaDon  to  

Choose  Our  Brands?  

First  Impressions  

Average car-buyer will make only 1.3 lot visits before purchase  

4.1  

2005 2006 2007 2008 2009 2010  1.3  

source: JD Power ““2011 Internet Roundtable””  

#remarke-ngevent  

Shoppers Are Visiting Less Franchise

Showrooms, Make A Great First Impression

 

Consumers  Are  Less  Brand  Loyal  

Customers Are Less Brand Loyal….

Create A Consultative Experience!

 

Videos  Can  Educate  

Consumers  

Are We Making It Easy To Purchase a Car?

39%  in  Holland  

We  Must  Present  Content  For  All  Device  Types  

Our  Websites  Must  Be  Mul--­‐Lingual  

What  Are  Car  Shoppers  Doing  Online?  

INVENTORY MODEL INFO REVIEWS LOCATE DEALER

42%

32%

22% 13%

Search inventory most-used 3rd party tool. source: Google/Compete ““2011 Auto Shopper Behavior Study””

New  and  Used  Inventory  

US  Shopper  Behavior  

70%  

30%  

Sales  

Walkin   Leads/Appts  

Your  En-re  Marke-ng  Budget  Needs  ROI  Metrics!  

#remarke-ngevent  

Tracking  The  Stealth  Shopper  #remarke-ngevent  

#remarke-ngevent  

VDP  AcEvity  is  Directly  Associated  With  Future  Sales  

#remarke-ngevent  

ROI-­‐BOT™  VDP  Trend  Data  

Website  Technology  –  Eliminate  Frames  

§  To  take  advantage  of  VDP  tracking  and  predic-ng  sales,  our  websites  must  have  unique  VDPs  for  New  and  Used  Cars.  

§  We  must  have  VDP’s  that  can  be  seen  by  Google.  

§  There  are  some  dealers  that  have  website  with  “framed”  inventory  which  Google  does  not  recommend  for  indexing  on  their  search  engine.  

§  Here  is  an  example  of  the  following  pages….  

Used  Cars  

#remarke-ngevent  

Click  Here  

#remarke-ngevent  

#remarke-ngevent  

Website  With  iFrames  Are  Invisible  

Dealer  Website  

#remarke-ngevent  

Framed  Inventory  Must  Be  Eliminated  

•  Inventory  pages  that  are  framed  are  invisible  to  Google  

•  You  are  unable  to  drive  direct  VDP  traffic  

•  You  can  not  create  predic-ve  sales  models  

#remarke-ngevent  

Is  It  Working  To  Sell  Cars?  

CPC,  CPM,  or  Cost  Per  Lead?  

ROI-BOT™ VDP Costs in Adwords

Dynamic  Inventory  Adver-sing  

Ford

Dynamic  Retarge-ng  Ads  

Your Showroom Is Now Your VDP…..

So Make It Shine!

VDP  Best  Prac-ces  For  Used  Cars  

§  Individual  VDP’s  For  All  Used  Cars  In  Stock  

§  20+  “real”  Photos  For  Each  Vehicle  

§  Well  wriAen  descrip-on  of  Vehicle  That  “Sells”  It  

§  List  of  OEM  op-ons  and  packages  

§  List  Related  Vehicles  (new  and  used)  

§  Warranty,  Trade-­‐In,  Finance  Op-ons  on  Page  

§  Lead  Form  with  Clear  Call  To  Ac-on  

#remarke-ngevent  

Automa-ng  Trade-­‐In  Process  

Wees  niet  bang  ...  #remarke-ngevent  

Example  of  Good  VDP  

Who  Is  Going  To  Manage  This  Data?  

One  Word  of  Warning….  “Digital  markeEng  can  get  very  geeky,  very  techy,  very  complex.  It’s  easy  for  the  mind  to  lose  sight  of  why  we’re  here…..”  

WE’RE  HERE  TO  SELL  MORE  CARS.      PERIOD.    

 

#remarke-ngevent  

Digital  Marke-ng  Managers  in  Holland  

•  Areas  of  Responsibility  q  Digital  Marke-ng  Budget  q  Dealership  Website  q  Digital  Adver-sing  q  Search  Engine  Op-miza-on  (SEO)  q  Social  Media  Management  q  Internet  Reputa-on  Management  (IRM)  q  Crea-ng  a  Delivery  Survey  

#remarke-ngevent  

Where  Will  The  Training  Come  From?  

•  Innovam  To  Deliver  PCG  Digital  Courses  – Dealership  Owners  – Dealership  Managers  – Sales  Professionals  – Digital  Marke-ng  Managers  

•  Star-ng  Fall  of  2014    

What  We  Know  Now…  •  Every  Distributor  &  Franchise  Dealer  Has  A  Website  

•  Consumers  Come  To  Website  To  Look  At  Cars  

•  All  Websites  Have  Forms  To  Request  Informa-on  

•  Consumers  Are  Less  Brand  Loyal  

•  They  Are  Visi-ng  Less  Dealerships  

•  They  Have  Too  Much  Informa-on  at  Their  Finger-ps  

•  They  Need  Help  Making  Decisions  

 

The  Basic  Internet  Sales  Process  

Dealer  Website   Vehicle  Detail  Page  

#remarke-ngevent  

The  Basic  Internet  Sales  Process  

Lead  Form   Email  System  

#remarke-ngevent  

The  Basic  Internet  Sales  Process  

Uncontrolled  Email  

Phone  Call  ?  

#remarke-ngevent  

Do  You  Have  A  Lead  Strategy?  

•  55%  buys  awer  7  days  awer  they  submit  a  lead  

•  One  Third  of  the  55%  buy  awer  61  days  

•  28%  of  the  leads  we  call  over  6x  -mes  in  one  week,  never  return  the  call  of  e-­‐mail  in  a  80  days  window  

#remarke-ngevent  

You  Need  An  ILM/CRM  Playorm  

Lead  Form   ILM/CRM  

#remarke-ngevent  

2013  J.D.  Power  Autoshopper  Study  

Automo-ve  Internet  Users  (AIU)    79%  of  new  car  buyers  use  Internet    •  98%  Visit  Manufacturer  Site  •  83%  Visit  Dealer  Site  •  80%  Visit  Third  Party  Sites    25%  Tablet  23%  Smartphones    Average  shopping  process:  4  months    10  Websites  Visited  Before  Purchase              

Delayed Auto

Response (D0)

DAY 1 Phone #1

Pricing EM (D1) Why Me EM (D1.5)

Phone #2

DAY 3 Phone #4

MGR Inspect

Day 35 It’s been a

month EM (D35) Phone #16

DAY 5 Phone #6

DAY 7 Phone #8

DAY 2 Phone #3

Thank You EM (D2)

DAY 4 Follow up EM (D4)

Phone #5 !

Day 6 Any ?’s EM (D6)

Phone #7 MGR Inspect

DAY 13 Phone #10

Day 30 Phone #15

New Inv/Inc EM (D30)

DAY 10 Too Much EM (D10)

Phone #9

DAY 25 Phone #14

DAY 15 Touching

Base EM (D15) Phone #11

DAY 21 Phone #13

Life Busy EM (D21)

DAY 18 Phone #12

Day 45 Phone #17

o t o t

Day 49 Additional

Input EM (D49) Phone #18

Day 60 Phone #19

Day 63 New Incentives

EM (D63) Phone #20

Day 90 Phone #21

Day 91+ LT Followup

92  

When  Consumers  Submit  A  Lead  

•  They  Expect:  –  A  Prompt  Response  by  Email  and/or  Phone  –  Their  Ques-ons  To  Be  Read  &  Answered  –  The  Franchise  Dealership  to  Know  OEM  Products  &  Programs  

•  How  Do  Holland  Dealers  Sell  More  Cars?  –  By  exceeding  their  expecta-ons  

•  Faster  response  -mes  •  Deliver  Helpful  &  Considerate  Responses  •  Improve  Sales  Professional’s  Phone  Skills  •  Standing  Out  Using  Video  Responses  •  Have  A  90+  Day  Lead  Work  plan    

  #remarke-ngevent  

114  Use  Video  Templates  

5  Videos  For  Sales  Process  

§  Ini-al  Lead  Response  § Appointment  Confirma-on  § Unsold  Showroom  Up  § Phantom  Lead  § Post  Sale  Thank  You  

114  

#remarke-ngevent  

Work  on  Phone  Skills  3:1      

Calls  To  Website  Lead  Forms  (Desktop  Shoppers)  

 

26:1      

Calls  To  Website  Lead  Forms  (Mobile  Shoppers)  

 

Consumers  Are  More  Confident  

Source:  Dealer.com    

#remarke-  

Are  You  Open  To  Change?  

Structural  Choices:  Lead  Handling  

•  Internet  Department  –  Cradle  to  Grave  

•  BDC  Seing  Appointments  For  Floor  

•  Cer-fied/Unified  Sales  Floor  

#remarke-ngevent  

4  Tiers  of  the  BDC  

1.  Inbound  Internet  &  Phone  Leads  

2.  Data/Equity  Mining  DMS/CRM  

3.  Unsold  Showroom  Traffic  

4.  Inbound  Calls  &  Email  Leads  For  Service    

43  

Before  We  Can  Change….  

Do  you  have  performance  standards?  

42  

We Have To Become CRM Masters

Best Friends!

Review  The  CRM  TOGETHER!  

#remarke-ngevent  

Daily  CRM  Inspec-on  Mee-ng  

•  Review  What  Happened  Yesterday  – Who  Showed  –  What  Happened?  – Who  Didn’t  Show  –  What  Did  We  Do?  – Overdue  Tasks  Review  – Save  A  Deal  Conversa-on  

•  Review  What  Is  On  For  Today  – Appointment  Review  –  Are  We  Prepared?  – Customer  Service  Issues?    

#remarke-ngevent  

CRM  MONTHLY  LEAD  TRACKINGS  SOURCE   CALLS   LEAD  FORMS   CONTACTS   APPOINTMENTS   SHOWS     SOLD   %  SOLD  

ORGANIC  WEBSITE  

AUTOTRADER  

CARS.COM  

ADWORDS  

CRAIGSLIST  

CHAT  

PHONE  

TOYOTA  LEADS  

SHOWROOM  VISITS  

Applying  This  Informa-on:  Goal  Seing  

•  Short  Term  (30-­‐90  days)  

•  Medium  Term  (90  –  180  days)  

•  Long  Term  (180  Days+)  

#remarke-ngevent  

Voor  de  ‘meute’  uitblijven!  

#remarke-ngevent  

Let’s  Connect  Online  

Facebook:  hAps://www.facebook.com/brianpasch      TwiAer:    @Automo-veSEO      LinkedIn:  www.linkedin.com/in/brianpasch      Website:  hAp://www.PCGConsul-ng.nl        

Brian  Pasch,  CEO  PCG  Companies  brian@pcgmailer.com