'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 [email protected]
§ 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
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
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
They Are Not Bored From Playing Video Games! They Are Not Bored From Playing Video Games!
#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
Are We Helping Consumers Sort Through The InformaDon to
Choose Our Brands?
Are We Helping Consumers Sort Through The InformaDon to
Choose Our Brands?
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
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
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….
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
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
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
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
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
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-
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
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
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 [email protected]